Fyre Festival: A Case Study in PR Disaster… And What Could Go Wrong in Round Two
In one of my entry-level PR classes, I used the infamous Fyre Festival as a prime example of a communications crisis. Specifically, what not to do as an event/company. The 2017 event was marketed as a luxury music festival in the Bahamas, but it quickly unraveled into a chaotic nightmare of logistical failures, misleading advertising, and broken promises.
The story of Fyre Festival became even more infamous after the release of the 2019 documentary Fyre: The Greatest Party That Never Happened on Netflix. It exposed how organizers, particularly Billy McFarland, prioritized hype over execution, misled investors, and ignored glaring red flags—until it was too late. It’s a textbook case of why ethical and transparent communication is critical in public relations.
Now, with McFarland out of prison and Fyre Festival 2 officially announced, we have to ask: What could go wrong this time?
Fyre Festival: PR Lessons from the 2017 Disaster
From a communications perspective, Fyre Festival 2017 failed for a few key reasons:
False Advertising – The festival was promoted with an extravagant marketing campaign featuring influencers like Kendall Jenner, promising private villas, gourmet meals, and A-list performances. In reality, attendees were met with disaster relief tents, cheese sandwiches, and mass confusion.
Lack of Crisis Communication – As issues mounted (delayed payments, lack of infrastructure, missing artists), organizers failed to address concerns transparently. Instead, they continued pushing ticket sales, worsening the eventual backlash.
Overpromising & Underdelivering – PR professionals know that credibility is everything. Fyre Festival made huge promises it couldn’t keep, leading to public outrage and lawsuits.
Ignoring Red Flags – Employees, vendors, and logistics teams raised alarms well before the event, but organizers brushed them aside. A responsible PR team would have advised postponement rather than risking a full-blown disaster.
Fyre Festival 2: Potential Pitfalls Based on What We Know
Despite the first event’s failure, McFarland is moving forward with Fyre Festival 2, set to take place in December 2024 in the Caribbean. According to this article from TODAY, tickets are already on sale, despite no lineup or specific location being confirmed. Sound familiar?
Here are some key concerns for Fyre Festival 2’s PR strategy:
1. Lack of Transparency & Specifics
The festival's website and promotional materials lack concrete details: no venue, no artists, and no proof that logistics are under control. Given Fyre Festival’s history, transparency should be a top priority, yet it's already missing.
2. Damaged Reputation & Trust Issues
McFarland, who served time for fraud related to the first Fyre Festival, claims this event will be different. But rebuilding trust requires more than words. It requires actions, transparency, and a commitment to delivering what is promised.
3. Financial & Logistical Concerns
Running a festival of this scale requires massive funding and infrastructure. The first Fyre Festival collapsed partly because vendors weren’t paid, and the event lacked the necessary resources. Without clear proof of financial backing and experienced event organizers, skepticism is warranted.
4. Unrealistic Expectations & Overpromising
McFarland’s claim that the festival will be a "redemption story" is bold, but the hype-first, logistics-later approach already seems to be repeating itself. Overpromising again could lead to another major PR crisis.
Final Thoughts: Can Fyre Festival 2 Succeed?
PR professionals know that a good comeback story is possible but only when transparency, credibility, and execution align. Right now, Fyre Festival 2 is showing many of the same warning signs as its disastrous predecessor.
If McFarland and his team fail to communicate honestly, manage expectations, and prove they’ve learned from past mistakes, history may repeat itself. And if that happens, PR professionals will have yet another case study to teach future students what not to do.
