Preventing Conflicts Before they Spark
In conversation with Justin Elton, President, 10 STAR.
A new safety challenge for live events
In the entertainment world, every live event begins with a vision: an atmosphere to create, a story to tell, an audience to move. But behind the scenes of these cultural moments—whether it’s a pop-up activation, a festival, or a high-stakes brand experience—another story may be unfolding. It’s one the public rarely sees: the growing challenge of workplace violence. As events become bigger, faster, and more immersive, the risks facing workers have shifted. Abusive language from personnel, volatile interactions with the public, and the pressures of working in unpredictable environments are reshaping what safety means on site.
We spoke with Justin Elton, President of 10 Star, a full-scale experiential marketing agency, about how workplace violence is emerging in the industry and proactive steps employers can take to keep their crews safe.
The changing reality of live events
After decades of work in advertising and marketing, Elton launched his agency, 10 Star, in 2010. What began as in-person promotions in nightclubs, festivals, and sporting events has grown into Canada’s only full-service experiential agency, with crews working major activations at events like the Calgary Stampede, Crankworx, and the Coast City Country Music Festival.
That business growth has also come with a front-row view of a rising challenge in our industry: workplace violence.
In our line of work, staff are constantly interacting with the public, which makes the risk for harassment and violence higher. Add in crowded, high-adrenaline spaces and things can escalate quickly.
While the advancement of surveillance and technology such as drones used to monitor crowds in public spaces has helped minimize the amount of incidents Elton has seen at events, being proactive and prepared to protect front-line teams has become just as essential as delivering the experience itself.
“We operate in environments where there is no shortage of electronic surveillance. This is a huge deterrent and makes people think twice before doing anything silly,” he says. “That being said, to recruit and retain talent, we need to ensure people feel safe and comfortable working in these environments. Good protocols and rules of engagement must be in place when situations arise, so that if there’s an incident, staff know how to respond.”
Understanding hazards behind the scenes
External harassment and violence can include threatening or abusive behaviour from people outside a worker’s own team—such as members of the public, guests, clients, or workers from other employers. This can range from verbal abuse and aggressive gestures to unwanted physical contact or direct threats. In fast-moving event environments, these situations can escalate quickly and cause both physical and psychological harm to workers.
There are a few things that teams should know to look out for so they know how to respond and when to disengage if things escalate:
- Verbal threats, yelling, or abusive language from guests, patrons, tour personnel, or clients
- Physical aggression or intimidation during crowd interactions or when enforcing venue policies
- Sexual harassment or inappropriate comments directed at staff
- Aggressive behaviour during ejections, denied entry, or policy enforcement
- Interactions with individuals who are intoxicated, impaired, or exhibiting erratic behaviour
An effective harassment and violence prevention program for live events relies on clear policies, risk assessments, accessible reporting, training, and regular reviews. Prevention starts with planning and communication—make sure workers know the risks, have reliable communication devices, and are supported by supervisors, security, and working-alone protocols. Front-line teams also benefit from de-escalation training, visible management, and safety measures like controlled access, security screenings, cashless operations, and clear guest expectations. Equally important is fostering a culture where staff feel comfortable reporting concerns and coming forward without fear, ensuring issues are addressed before they escalate.
“We work a lot at night in situations where people are intoxicated or on other substances—behaviours can become erratic and people can act out quickly,” says Elton.
We always tell staff to disengage immediately and find the nearest security staff. If the threat is from a
co-worker, then staff should text their manager with the details and get home as safely as possible. Nothing is more important than their safety.
