Sorry - A genuine act of humility and responsibility when we've wronged someone.

If you work in live events, you know this truth intimately: we operate in some of the most challenging and unpredictable environments imaginable.

Most live events take place in spaces that were never designed with our work in mind. arenas and stadiums are built for sports. public spaces along the riverfront where thousands gather for Fourth of July fireworks and New Year's Eve celebrations. open fields, lawns, and even shipyards. these spaces weren't conceived as temporary homes for complex equipment installations, performances, festivals, and large-scale meetings. yet that's precisely what we transform them into, event after event.

The reality? These environments actively work against us. They're not naturally suited to the shows and events we’re trying to put on.

Here's what you've probably already guessed: things don't always go according to plan.

Don't get me wrong—a significant portion of event success is absolutely within your control. A colleague of mine puts it perfectly: "A good portion of our job is mitigating risks." It's why we build redundant networks. Why we create backup plans for our backup plans. Why we arrive early and stay late.

But even when we've done everything right—when we've managed every controllable risk like the professionals we are—sometimes things still go sideways.

So what do we do then?

We apologize.

First, because we're human, we all make mistakes. Perfection doesn't exist in live events (or anywhere else, for that matter). When we mess up, it can erode the trust and confidence of clients, audiences, and colleagues. An apology is our genuine attempt to take responsibility and begin rebuilding that trust.

Second, because it's a learning opportunity, every mistake carries a lesson. What can we learn? How can we improve? An apology opens the door to that reflection.

There are countless frameworks for crafting an effective apology, but I'm partial to one that's easy to remember and genuinely works.

The 3 A's of an Apology

Acknowledge - Own the mistake directly. Say you're sorry for what happened. No deflection, no excuses, just clear acknowledgment.

Accept - Take ownership and commit to addressing the issue. This means working to fix the immediate problem and preventing similar mistakes in the future.

Amends - Explain concretely what you'll do to correct the situation. People need to know you have a plan moving forward.

Apologies can seem deceptively simple on the surface. Just say sorry, right? But when we approach them with genuine intention and follow through with action, we do something powerful: we save not just the event, but the relationships and trust that make this industry work.

In live events, we often hear “the show must go on”—but so must our integrity. A well-delivered apology doesn't just fix what went wrong. It strengthens the foundation for everything that comes next.