Communication breakdown: Concert venue angers fans with lack of transparency

Sep. 9—"What we've got here is failure to communicate." — The captain in the classic film Cool Hand Luke.

Events surrounding a concert last Tuesday at CCNB Amphitheater in Simpsonville, South Carolina, provide a perfect case study in the art of crisis or incident communication. Unfortunately for thousands of fans attending that evening's show featuring melodic metal band Ghost and openers Amon Amarth, what transpired was a case study in WHAT NOT TO DO in terms of communication.

My 20-something children, whose musical tastes more closely mirror mine than those of their easy-listening mother, had surprised me with concert tickets as a Father's Day gift. Although the weather prediction for Tuesday looked ominous as we turned in Monday night, the next day brought clearing skies and a more favorable forecast. Nevertheless, we packed jackets and ponchos just in case as we headed out for the nearly two-hour drive.

Light sprinkles began falling as we entered the venue, quickly becoming a downpour. Amon Amarth was three songs into its set when the announcement came — the concert was on hold until conditions improved. Unlike other outdoor venues, CCNB Amphitheater does not have extensive covering above the performers. When it began raining sideways, equipment was in danger of being fried.

Then came a bright flash of light and a loud crash of thunder, and now concert-goers also were in danger of being fried. Another announcement came — it was time to evacuate the venue, slog through the muck back to our vehicles and, to borrow a phrase from REO Speedwagon, start "riding the storm out."

One last statement from the PA system — "Be sure to stay tuned to our social media channels for frequent updates."

That's where the problem began. There were no frequent updates. An entire hour passed — as had the storm — before someone decided to post a Facebook update: "Ghost attendees! We're keeping a close eye on the weather for tonight's performance. The show is on hold till further notice."

About 90 minutes into the delay, we trudged back through the mud to the entrance to the amphitheater, where thousands of fans were anxiously awaiting something, anything, to let them know what was happening.

A roar went up at approximately the two-hour mark after the venue finally posted an update of substance: "We are attempting to put the show back up! Please stand by for timing updates as to when doors might open back up."

Yet, as we peered through the fencing encircling the amphitheater, we saw no evidence of anyone attempting to "put the show back up." In fact, food and beverage vendors were closing down and EMS crews were heading out. Some fans said they were told by traffic and security folks that the show was not going to happen.

Three hours after the evacuation order was issued, came the final nail in the night's coffin: "A sincere apology to the fans of the Ghost concert scheduled for CCNB Amphitheater Simpsonville tonight, 8/29. Due to the severe weather conditions & equipment being destroyed, it is being rescheduled to Thursday 8/31, where the full show will take place." Disappointed, we headed home, planning to return for the promised Thursday show.

But on Wednesday night, personnel for Ghost dropped the ultimate update: Much of its equipment was ruined, and the band had made this clear Tuesday night.

From Ghost's Facebook page: "It was impossible for us to perform and we told the venue this. We insisted the venue/promoter explain IMMEDIATELY to all our fans that were waiting patiently to be let back into the venue, but we were met with legalese."

The topper was that replacement of the ruined equipment would take two or three days, and that rescheduled show wasn't going to be happening after all.

Look, I understand weather happens. Venues cannot control that. But they can control what they say about the situation, and it seems CCNB was less than open and transparent.

It was wrong to make fans wait so long for updates. It was wrong announcing efforts were underway to get the show back on if, as the band said, the venue was informed that night that equipment was too badly damaged. And, it was wrong to announce a rescheduled date only to rescind that announcement the next day — after many fans had rearranged schedules, altered travel plans and booked extra nights at hotels.

Here's a suggestion for the venue, should something like this happen again — provide an update every 15 minutes on the dot, even if there is nothing new to say. Doing so at least lets people know you are paying attention. It's Incident Communication 101.

Bill Studenc, who began his career in journalism and communications at The Mountaineer in 1983, retired in January 2021 as chief communications officer at Western Carolina University. He now writes about life in the mountains of Western North Carolina.