From Red Carpets to Last-Minute Requests: A Guide to Managing Talent at Major Events

Lessons from Behind the Curtain

What It Takes To Work With Talent At Your Events  

Working with high-profile Talent like those who came to Inc. requires a mix of anticipation, adaptability, and a proactive approach. From my experience leading Hollywood Branded, we've seen everything - from smooth events where everything goes like clockwork to days where it feels like we're putting out fires left and right. But here's the thing: the most successful events are often not those without hiccups but where everyone - staff, talent, and partners - feels supported and understood through every twist and turn.

One memorable experience I had involved a significant film festival premiere where we had a famous actor as our headliner - our client chose to sponsor the film's premier debut due to this specific individual. Everything seemed on track until the morning of the event when we got a call from the Talent's manager. The actor, flying in from out of the country, had come down with a cold and didn't feel up to attending all the planned media activities. We had hours to adjust, and the last-minute changes had a ripple effect across our entire schedule. It could have been a disaster.

Instead, we leaned into clear and proactive communication. Our team quickly contacted the media, rearranged the press interviews to a later slot, and adjusted the red carpet schedule so the actor could recover between critical appearances. We even organized a private room with snacks, beverages, and amenities for comfort. By the night's end, the actor was feeling better and could handle every interview - grateful for our flexibility and consideration in adapting to the situation.

It was a learning moment highlighting the importance of treating Talent not as commodities but as people with real needs and limitations. How you react in those moments, especially when faced with unexpected setbacks, can leave a lasting impression and build genuine relationships.

Learn From My Most Interesting Experiences  

Here are some key takeaways that will help you keep that perspective.

1. Relationships Matter More Than Perfection You're going to make mistakes. And so will your team. But in those moments, remember that the Talent, their team, and your event partners are human, too. The way you approach issues and the willingness to go above and beyond for them is what leaves a lasting impression.

In one instance, I watched a significant brand lose a long-term celebrity partner because they handled a minor request dismissively. That small moment cost them a partnership that had taken years to build.

So, my mantra? Prioritize relationships over perfection.

2. Don't Just React - Proactively Prepare We have a saying around the office: "Hope for the best, but plan for the mess." Our phrase isn't quite as PC as that, but... you get it. It's true in Hollywood and any high-stakes event. You can't predict every detail, but you can prepare to pivot.

One of the best investments we made was training our team to handle requests diplomatically, push back when necessary, and find solutions when possible - being able to approach Talent and their teams confidently and competently sets the tone for everything.

3. Transparency Is Your Best Friend It's tempting to want to shield everyone from behind-the-scenes chaos, but transparency is critical. When things go wrong, communicating quickly and honestly - while presenting viable options - is the difference between being seen as a competent partner or a chaotic one. Always be rationale and level headed.

During an event where we had a severe technical failure, the Talent's team respected us not because we hid the issue but because we were upfront, shared the plan for a fix, and kept them in the loop every step.

I once had a very famous actor refuse to do the red-carpet walk, and he bluntly told me there was nothing I could do about it. He wasn’t wrong - I couldn’t physically force him to do the photos or stand in front of the press wall that showcased our client’s logo alongside the film’s name. But here’s the thing: I was honest with him and his manager about the impact this would have on a deal he was eyeing with that same client that was a big one. I didn’t beat around the bush; I laid out exactly what the fallout would be.

Transparency can really be great. The actor chose to stand firm, and so I followed through and killed that multi-million-dollar deal. I then had to loop in the client and be equally transparent with them about what happened, and they agreed it was the right move. It wasn’t easy, but holding your ground and staying clear on your boundaries is essential in these situations. Sometimes, it’s not just about managing personalities - it’s about sticking to your principles and not being afraid to act when the line is crossed.

4. Relationships Matter Talent management thrives on connections, flexibility, and quick thinking. So, embrace the unpredictability, whether it's a wardrobe request, an unplanned interview, or a flight delay. Build relationships, communicate proactively, and be prepared for the mess - and trust me, you'll be well on your way to delivering memorable events that exceed expectations.

Over the years, my team at Hollywood Branded has learned that the secret to navigating these situations isn't just having a checklist or manual but cultivating a mindset of empathy and adaptability. It's about seeing every special request not as a hassle but as a chance to show that you're the partner they can trust, no matter what happens. So how do you do that?  Let's dive in.

Navigating Special Requests &  Last-Minute Customizations 

Managing celebrity talent at events is no small feat. Whether it's a red carpet gala, corporate event, or festival, working with high-profile personalities brings unique challenges. One of the most common issues event organizers face is handling special requests or last-minute customizations. From changes in travel arrangements to technical tweaks or media interactions, anticipating and responding effectively is critical to ensuring event success.

I've written about many things we've had to deal with that may come up when working with talent and provide actionable steps to handle special requests or last-minute customizations. Whether you're an event planner, talent liaison, or project manager, these insights will help you navigate unexpected situations and maintain a smooth experience for all parties involved.

Photo Credit: CBC

15 Steps to Mastering Talent Management 

1. Establish Clear Channels of Communication

You start behind the eight ball if you can't get the communication part down. Communication is the backbone of any successful event, especially when dealing with high-profile talent. One wrong message or missed call can snowball into a massive issue.

Here's what I've learned: Assign dedicated team members to handle talent communication. They should be your go-to people, available around the clock for any questions, updates, or last-minute changes. Keep a communication channel, whether a designated email chain, group chat, or communication app, to centralize all updates and minimize confusion. Being organized and having everything streamlined isn't just helpful - it's crucial.

2. Set Up a Request Submission Process

When you're working with celebrities, their teams can have a laundry list of requests that you usually deal with during the contracting phase.

I've probably seen it all - including a request for condoms in a specific size when there was not going to be any opportunity for usage. But they were required because the Artists' Talent Waiver had it listed for when they toured, and they wanted it on set too of the event, which was not going to go well in the middle of the shoot. There's nothing like knowing you get to monitor someone's life as part of a contractual deal.  Trust me, I've seen (almost) everything. And I no longer am surprised. From specific candle brands that must be in a room, to favorite candy, requirements for stereo equipment that the talent will keep after, to absolutely getting to keep the wardrobe that was custom-made for them... the lists of what I have seen are too long to make but include everything one could think of that either helps make the talent more comfortable, or potentially a little bit richer through add-ons. And in most cases, it's best to provide.

That's been a lifesaver for me, and my team has a formal process for these requests. We've developed a standard request form that asks for specifics like urgency, additional costs, and resources needed. This way, everyone stays on the same page. Trust me; documentation is your best friend. Record every request and who made it so you can refer back later if needed. It's all about accountability and clarity.

3. Pre-Define Approvals and Limits

Let's be honest: Not everything can be a "es." Establishing clear boundaries and knowing what's flexible and what isn't can save you a lot of headaches. Budget constraints and approval chains need to be nailed down in advance.

For instance, if a celebrity suddenly requests an exclusive cocktail reception with VIPs, you need to know where the line is drawn regarding budget and event logistics. It is also best to never assume - if it is not listed in black and white in a contract, good luck in getting it to happen. It will be a favor. Favors typically cost more money. I've found that creating a clear authority hierarchy for approvals streamlines this process and avoids unnecessary back-and-forth in critical moments.

4. Responding to Special Requests and Last-Minute Changes

In event management, things rarely go according to plan—that's the nature of the beast. But the way you respond makes all the difference.

Start by assessing each request. Ask yourself: Is it an urgent need affecting safety, transportation, or the tenant's well-being? If yes, those go to the top of the list. Otherwise, focus on balancing feasibility with the event's schedule. I've always encouraged my team to think about the larger picture while remaining adaptable. It's not just about reacting - it's about being proactive and prepared to pivot.

5. Common Types of Special Requests and How to Handle Them

I could tell you endless stories about technical hiccups, security concerns, and hospitality requests that pop up at the last minute. Anticipating these is key.

Keep an on-site technical team ready for equipment changes.

Have a security team that can adapt to privacy or safety adjustments, or hospitality needs, like personalized room amenities or menu changes, with local vendors on speed dial. Plan for what you can, but be flexible enough to handle what you cannot foresee.

6. Create an On-Site Response Team

An on-site response team is like having a SWAT team for your event. This group should include critical decision-makers, a liaison for talent, security staff, and technical and hospitality coordinators. You'll want daily briefings to ensure everyone is aligned and prepared for anything that might arise.

I remember an event where one of our celebrities requested a last-minute rehearsal with the technical team, and we only had an hour to pull it off. Thanks to the preparedness of our on-site response team, we executed the change seamlessly. Daily briefings and communication protocols were our secret weapon that night.

7. Legal and Contractual Protections

This isn't the glamorous side of event planning, but it's one of the most crucial. Having solid contracts that allow for amendments in exceptional cases is vital. There's always the risk of damages, disputes, or emergencies, so comprehensive insurance coverage is necessary.

For example, if talent is producing branded content, ensure your agreements cover intellectual property and media rights. I've found it's far better to be overly cautious upfront than to deal with a nightmare down the line. Get it in writing. Every last thing you are asking for. Don't come up with surprise asks at the event, and if you do - expect there to be negotiations that may include more money.  The Talent isn't going to do the negotiating either. That's up to their management team - who might not be there, and a time zone away. Talent never wants to be put in the position of saying no - or being the bad guy.  But if they say yes, their manager WILL hear about it, as well your celebrity event negotiation team.

8. Team Training and Briefing Protocols

Unless you've trained them, you can't assume your team will know how to react in a crisis. Crisis management training that includes role-playing scenarios can make all the difference.

My team knows how to handle various challenges, from PR mishaps to last-minute travel changes. And don't skip the all-hands briefing. Before every event, my team and I review the schedule, contacts, and contingency plans - it is non-negotiable.

9. Managing Talent Expectations and Boundaries

Celebrities aren't just another part of the event - they are the prime players. That means you need to respect their boundaries while managing their expectations.

A good practice is to hold pre-event briefing sessions where you walk through expectations, key deliverables, and timelines. I always clarify what can and can't change, like event timings or sponsor obligations. When everyone is on the same page, it minimizes confusion and tension.

10. Handling Unexpected Talent Absences

No matter how well you plan, talent absences can happen. It's a nightmare scenario, but having a Plan B for talent no-shows can save the day.

A great trick I've learned is identifying local talent or influencers who can step in on short notice. Also, communicate transparently with your attendees if a cancellation happens. Spin the message positively to maintain excitement around the event.

11. Digital Engagement and Social Media Compliance

In today's digital age, social media engagement is often just as critical as in-person appearances. Outline guidelines for branded content, hashtags, and sponsor mentions, and assign a team to monitor the social media.

We had an incident once where talent posted an unapproved backstage photo that gave away a surprise element of the event. Because we had a monitoring team, we caught it quickly and worked with the Yalent's team to get it taken down before it became an issue.

12. Addressing Common Challenges

Challenges will always arise - a delayed flight or a sudden technical failure. I've learned that having backup arrangements for everything from transport to technical gear is essential.

One event taught me the hard way when we experienced a sound system malfunction. Because we had backup equipment and a trained team, we avoided a full-blown crisis and salvaged the night.

13. Relationship Building with Talent

Long-term relationships with talent are established in a day - the little things, like personalized thank-you notes or recognition in post-event recaps, create lasting connections.

I always encourage brands to think beyond a single event and consider ways to build ongoing relationships with talent. It's not just about the one-off appearance; it's about fostering loyalty and trust for future collaborations.

14. Monitoring and Evaluating Talent Experience

Events can be chaotic, but capturing feedback in real-time is crucial. We've up systems that allow the team to provide immediate feedback on their experience, and it is a game-changer in improving our processes.

After the event, a debrief session will be held with the Tatalent'seam to gather insights. Don't hesitate to ask for suggestions - they can provide valuable input to help you grow and refine your event approach.

15. Exit and After-Event Protocols

The event might be over, but your responsibilities are to ensure you plan a smooth exit strategy for the talent, maintain their privacy, and manage media or fan interactions.  Additionally, consider aligning any thank-you gifts with the Talent's preferences. We once had a situation where a brand gifted the talent an item that conflicted with their public image. If they no longer drink, for whatever reason, don't give them a bottle of champagne to celebrate. Lesson learned: Understand who you're working with and make thoughtful gestures.

Relationships, Flexibility, and Preparation

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