Registration-Fee ProtectionBy Nikki Gloudeman

Insurance for events

It’s a familiar scenario. Your attendees sign up for an event, but at the last minute something urgent comes up and one or more of them have to cancel. It might be a family emergency or an unexpected illness, but the result is always the same: All the money spent to register disappears in a cloud of smoke.

To ensure this doesn’t happen, ActiveEvents has launched Registration Protection Plus, an insurance service for registration fees. By paying upfront, attendees can recoup in full what they paid to sign up should they ultimately not be able to attend. And, “the beauty is, it (works) anytime right up to the event,” says James Lonsdale-Hands, spokesperson for ActiveEvents.

Another perk? The program is noncompulsory for planners, who can choose to make it an option for attendees as they register.  And at $20, it’s affordable to boot.

Lonsdale-Hands says the service is “truly a first in the industry,” since, surprisingly, something like it has never been available before.

“I’ve been in the industry for 25 years and always wondered, ‘What’s the reason this (service) doesn’t exist?’” Lonsdale-Hands says. “In fact, there was no reason.” So he and his colleagues joined forces with the respected Philadelphia Insurance Companies to get a program running.  

Lonsdale-Hands notes ActiveEvents was in a unique position to make the concept—which has long been requested by planners—a reality. The Salt Lake City-based site is currently a leader in online registration. It is used by more than 40,000 event organizers, and about 8-million people have utilized it to sign up for events.

For meeting planners, Registration Protection Plus promises many benefits. It can potentially allow for tighter cancellation policies, for instance. And since attendees won’t have to know with 100% certainty if they can make an event when they sign up, many will likely feel comfortable registering earlier. This will give planners a timelier headcount, reduce the number of stragglers and diminish the need for cumbersome sign-up reminders.

The service should also make for a nice addition to the many insurance options already available to planners, from general liability to event cancellation. These protections are often essential to a successful event; registration fee insurance could soon become just another component to this indemnity process.

As Lonsdale-Hands explains, the best thing the program provides is peace of mind. Who knows? Maybe it can even motivate more people to register for your next event. (For more information on insurance for planners and attendees, see our risk management story in this month's issue.activeevents.com