By Eric White, eric.white@wrensolutions.com

Each year, retailers successfully host special events that draw crowds, generate excitement, and drive revenue. In many ways, retailers are the masters of events, putting on thousands each year with no incidents occurring.  Unfortunately, the events most noted in the media are those that go wrong and it only takes one event to do irreparable damage to the brand, trigger litigation, and bring the wrath of the media and unhappy customers.