Crisis Management Plan: Topsfield Fair

1. Crisis Management Plan: Topsfield Fair Vicky Gaddy, Shannon Szypko, Sara Seng, and Murielle Zoundi

2. Summary After evaluating the vulnerabilities of the Topsfield Fair, we found the one with the most impact would be a ride malfunction. Our worst case scenario was a ride malfunction leading to dozens of deaths. To tackle this deadly crisis, we will focus on social media tactics and the promotion of a safe fair for everyone next year.

3. Objectives, Strategies, Tactics • Objective: • In order to get average attendance of 500,000 people to return to the fair next year, we will post on social media once a day and answer ALL appropriate inquiries. We will also promote a focus on safety for the fair next year, and provide free admission on the first night and a candlelight ceremony and service to honor the lives that were lost.

4. Strategy: • Persuade fairgoers and the public that the Topsfield Fair is committed to making the fair a safe place so no one gets hurt. • Tactics: • Be as transparent as possible on social media and use a blog as an open forum for discussion and questions that will be monitored and answered as appropriate. • Provide a statement of what we’ll do different and better next year

5. Evaluating Vulnerabilities Food Safety • Food Poisoning [Likelihood: 4] [Impact: 2] Ride/Mechanical Safety • Ride Malfunction [Likelihood: 2.5] [Impact: 4] • Ride Malfunction Leading to Death [Likelihood: 1] [Impact:5] Animal Safety • Animal Mistreatment [Likelihood: 2] [Impact: 3] • Animal Attacks [Likelihood: 1.5] [Impact: 4]

6. Vulnerabilities Continued Weather • Severe Weather Storms [Likelihood: 3] [Impact: 2] • Natural Disaster [Likelihood: 1] [Impact: 4] Public Safety • Weapons [Likelihood: 2.5] [Impact: 4] • Kidnapping [Likelihood: 2] [Impact: 4.5] • Assault [Likelihood: 3] [Impact: 2] • Sexual Assault [Likelihood: 3] [Impact: 4]

7. What is the Worst Case Scenario? Death by Ride Malfunction • Details About the Ferris Wheel: On the day of the crisis, the ferris wheel filled its 20 car seat capacity with 40 passengers on board the ride. • What Happened: The hinges of the ferris wheel, which is 63 feet tall, failed to remain intact as it detached from its axil and rolled 120 feet into the fair ground before tilting over onto nearby booths threatening the lives of those on the fair ground as well. • Effect: As a result, the 40 passengers on board were killed along with 8 attendants of the fair booths and 4 passers by.

8. SCCT Category: Preventable Cluster, Victim? Stakeholders: Topsfield natives, food vendors, mayor of topsfield, people attending the fair, town council. Victims: women, children, fair workers, men. Decision: 1. Crisis Type: Human error. This results in a lot of blame.

9. 2. Crisis History: 2012: sausage vendor charged with rape. (http://www.wickedlocal.com/article/20121010/News/310109461) 2014: will be increased security for this fair. (http://www.wickedlocal.com/article/20131002/News/310029331) 3. Prior Reputation (credibility): positive, one prior incident, all other news was regarding fun and festivities of the fair. A family friendly event, food, friends, and rides. Response by Posture: Rebuilding, a full and honest apology.

10. Strategic-Ethical Response Our statement was Response by Posture Benoit Chart : Rebuilding

11. Crisis Response The Statement: “The tragic event that occurred on our fairgrounds brings deep sorrow to us and the Topsfield community. We regret that the lack of our ferris wheel’s attendant’s ability to completely secure the ride led to the deaths and injury of 52 fairgoers. We apologize to their families, and all those affected by this sad and unfortunate event, and to the Topsfield community who have opened their town to us. It is our hope that we can move forward and create a more safe and secure experience for all of the people that come to the Topsfield Fair. We have let go the attendant of the ferris wheel, and now have detailed plans for all rides and their set up, as well as begun utilizing monitors of all ride technicians to ensure secure and proper setup and safe function of rides. Those who passed during the recent Topsfield Fair will not be forgotten, and we will do everything in our power to prevent such an event from happening in the future. Please join us as we work to create a safer and better fair for Topsfield.”

12. Social Media Considerations • Facebook • Twitter • Blog Post

13. Facebook

14. Twitter

15. Main Blog Post This tragic event brings deep sorrow to us and the Topsfield community. We apologize to their families, and all those affected by this sad and unfortunate event, and to the Topsfield community who have opened their town to us. It is our hope that together we can move forward and create a safe and secure experience for all of the people that come to the Topsfield Fair. Those who have passed will not be forgotten, and we will do everything in our power to prevent such an event from happening in the future. Please join us as we work to create a safer fair in memory of those who lost their lives.

16. Conclusion We will work to rebuild the image of the Topsfield Fair by being open and honest on social media. By pledging to make next year’s fair safe and in memory of those who have passed, we hope to regain the same attendance as prior years. The first night of the fair will be free to all and a candlelight service will be held.