Imagine this: Your team has invested months into planning a high-stakes outdoor event, your brand’s flagship activation of the year. But as the big day approaches, the weather report turns ominous. A storm, heatwave or even excessive sunshine threatens to derail your carefully curated event marketing strategy. It’s a scenario every marketer dreads, yet it’s increasingly common – and simply hoping for ideal conditions isn’t enough.
For business leaders, the stakes in event marketing are higher than ever. Research shows that face-to-face interactions are among the most impactful ways to engage consumers, but volatile weather patterns have made event success feel more like a gamble. Consider recent storms like Hurricane Helene, which show how quickly severe weather can develop and disrupt plans, making it challenging to pull off outdoor event design in unpredictable conditions. For brands that rely on outdoor visibility, this uncertainty is a real concern. Yet, the reality is clear: Companies can’t abandon outdoor events, as they are some of the most powerful platforms for brand engagement.
You don’t have to let weather unpredictability threaten your event’s success. Let’s dive into the strategies to help you turn weather uncertainties into opportunities for resilient, successful events.
Pick Weather-Ready Materials
When the forecast is uncertain, the materials you choose can make or break your event’s success. Reliable choices like aluminum, powder coating and expanded PVC provide a solid foundation for your displays and signage, keeping them looking sharp no matter the conditions. Here’s how each material plays a role:
- Aluminum: This metal is a great material for outdoor usage because its expansion and contraction rate is very low under various temperature conditions. Aluminum is waterproof, structurally sound, durable and lightweight.
- Aluminum Composite Material (ACM): You’ve likely noticed this material on building exteriors. Its toughness and versatility make it an ideal choice as both a base and a finished surface. ACM’s lightweight durability also makes it perfect for large signs and display elements that need to withstand outdoor conditions.
- Powder Coating: Powder coating can be applied to a wide range of metal display elements, offering a durable finish that resists chipping, scratching, fading, and wear from weather.
- Expanded PVC: This durable hard plastic sheet enhances both form and strength in any design. Lightweight yet robust, it withstands sun, rain, and wind without losing its appeal. It’s ideal for signage, lettering, or as a substrate for vinyl wraps.
Build for the Elements with a Sturdy Setup
Outdoor events require a setup capable of withstanding whatever the weather may bring. At a recent festival in Charleston, we expected some rain but ended up facing much worse – heavy downpours and a near flood. To protect the displays, we raise everything on “feet” to keep them above the pavement. When six inches of water started rushing through the area, this slight elevation made all the difference, keeping displays dry and stable.
Whether adding ground stakes for wind resistance, extra tents or having displays on elevated feet, having a solid, weather-ready setup can make all the difference when conditions shift without warning.
Weatherproof all event components. Outdoor events need to account for all weather possibilities, especially when electronics, valuable displays, or high-end equipment are involved. Protecting these elements ahead of time can save costly repairs and keep attendees safe, rain or shine. Here are some effective ways to weatherproof components:
- Waterproof electronics: From speakers to tablets, every electronic item should be “waterproofed” and secured from water exposure and intense sunlight. Waterproof cases or enclosures can help shield these devices, while glare-resistant TVs and tablets make it easier for attendees to see displays, even on bright days.
- Protect electrical cables: To reduce hazards in rainy conditions, keep all power line connection points securely protected. Where possible, electrical cables should be run underground or concealed within structures, eliminating tripping risks and exposure to moisture. We’ve even gone as far as digging and seamlessly concealing cables under grass and dirt so no one would know they were there.
- Adapt for heavy rain: After many years, we learned the importance of these measures firsthand. During last year’s F1 Miami event, sudden downpours affected two event spaces. In one, we used transparent covers over high-value vehicles to shield them from the downpour while still allowing visibility, balancing protection with display. Similarly, tarping critical installations prevented water from seeping into the wood, keeping bolts and fasteners secure. Regular inspections during events also helped catch potential water damage early, ensuring safety and stability.
Be prepared to move heavy equipment on rough terrain. Setting up in outdoor spaces often means navigating rain-soaked or uneven ground, so planning for heavy equipment transport is essential. Wet, muddy conditions require extra hands, carts, forklifts with ground plates, etc., to prevent ruts. When unloading equipment from trucks across long distances, have the proper setup in place, including carts and a team ready to manage the terrain.
Outdoor events may always bring surprises, but with a smart event weather plan, you can keep things running smoothly and safely to create an experience attendees will remember for all the right reasons. From selecting materials that stand up to the elements to designing spaces that adapt on the fly, these thoughtful steps make a huge difference. By preparing for whatever the weather might throw at you, you’re showing your audience that your brand is prepared, adaptable, and committed to delivering, rain or shine. Of course, all of this is not possible without a great team.
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