This is the content of an email that I sent yesterday to the Ray D'Arcy show on TodayFM, which I cc'd to Louis Walsh and to Newbridge Silver:
Dear Ray, Jenny, Will and Mairead,
This probably won't be the only email you'll get on this subject!
Yesterday, as advertised on the Newbridge Silver website and also as emailed to everyone on Newbridge Silver's mailing list, Jedward were to appear at the store. As you can see on the notice, they claimed that entry was free and all fans were welcome.
I brought my 8 year old daughter down at 4.30 to wait to see them. We were far from the first - large numbers of kids had been waiting and queuing since 9am that morning; I heard of some who'd been there since 6am.
By the time we arrived, the signs outside Newbridge Silver had changed to say that Jedward were arriving at 7pm, but we were prepared to wait. There was no attempt at crowd control outside the doors, apart from occasional security guards wandering out and shouting, so I kept my daughter at a safe distance.
Eventually an entourage of cars and a van went in through the back gate of Newbridge Silver, which obviously contained the duo. The kids immediately set up a cacophony of screaming, shouting and chanting in huge excitement at the prospect of seeing the boys.
After a few minutes, a spokesman appeared at the front door to say that no-one was being allowed in to the centre, and that Jedward weren't going to be coming out. He shouted at the kids at the front to clear away from the door, and tried to get the crowd to disperse. There was utter confusion, particularly as most people couldn't hear what he was saying.
By chance my daughter and I were far enough back from the door to notice the back gate opening again, and the entourage of cars leaving. My daughter just caught a glimpse of one of the boys at the window of the van, and they were gone. They hadn't said hello to a single child, or signed even one autograph. There were children, some very young, in floods of tears.
My daughter turned to me and said "That was disgraceful! They just used us." Out of the mouths of babes! She was absolutely right; there were plenty of photographers there to snap the crowds, probably plenty of business for Newbridge Silver, but what a disgraceful way for Jedward to treat their fans - especially when the fans are just kids as young as my daughter and even younger.
We all know that Jedward are a spectacularly talentless pair of kids, but children inexplicably love them. They're going to have a very short career, though, if they continue to treat their fans this way. Certainly they lost one fan today for good, according to my daughter.
Today I received a response from Newbridge Silver, which was as follows:
Good Morning Ms. Travers,
Please see statement below from Newbridge Silverware:
Newbridge Silverware very much regret that Jedward could not make their appearance at the Visitor Centre on July 20th.
However the decision to cancel their appearance was completely out of its control. This decision was made by the Jedward management team and was made for Health and Safety reasons.
Please note that this event was not advertised as “signing” or a “meet and greet” event.
It was our intention to give fans the opportunity to see “Jedward” when they arrived, before they entered the Showrooms and Museum.
Absolutely no one was to be given access to the Museum as filming was planned with RTE.
It was our intention to give fans the opportunity to see “Jedward” when they arrived, before they entered the Showrooms and Museum.
Absolutely no one was to be given access to the Museum as filming was planned with RTE.
This point was made clear to all fans several times during the day.
We were conscious of the fans that turned up very early at the Showrooms and decided to give out access tickets to the first 40 fans only.
However as the day progressed “Jedward” management team became more and more alarmed by the numbers gathered outside. The number of fans that arrived was not anticipated.
The decision to cancel was made at 6.30pm by the “Jedward” team and was done with the safety of the fans in mind.
Newbridge Silverware very much wanted to give fans the opportunity to see “Jedward” but safety is of primary importance.
We do acknowledge and appreciate the disappointment experienced by all fans and thank you for your understanding on this matter.
kind regards,
Customer Care
Newbridge Silverware
Since I found this reply inadequate, I have responded as below:
Dear "Customer Care" team,
I am in receipt of your reply in relation to the Jedward event. I take issue with a number of your points, which I have itemised below.
1. You say that this event was not advertised as a "signing" or a "meet and greet" event. Granted.
However, it was advertised (and I quote directly from your website) as "Entry Free" - implying that admission would be granted - and that "All fans are welcome" implying that there would be some reward for the fans who attended - even just to see Jedward without any signings or meetings.
2. You say that "Absolutely no one was to be given access to the Museum as filming was planned with RTE." Once again I refer you to your website, advertising "Entry Free". Again, that implies admission.
3. You say that this point was made clear to fans during the day - yes it was, but this was in direct contradiction to the information on your website. This left people - especially children - confused as to your real intentions. It was also done in a manner that was rude and upsetting to a number of people, especially children, many of whom had waited for hours to see their idols.
4. You say that there were Health and Safety issues with the crowds, that prevented Jedward from appearing. Indeed there were, and they were entirely of your own making. You made no attempt at crowd control, nor were any clear directions given to the fans outside as to what was expected of them. I find it laughable that you say "The number of fans that arrived was not anticipated." With all due respect, you would have to have been living under a rock for the last six months in order to be unaware of the popularity of Jedward. However, since you advertised this "event" on your website and also emailed everyone on your mailing list about it, I can only assume that this was not the case and that you were, in fact, fully aware of their popularity.
5. "The decision to cancel was made at 6.30pm by the “Jedward” team and was done with the safety of the fans in mind." If you truly were concerned for the safety of the fans then you would have planned this event better. Crowd barriers should have been erected around the entrance to your shop, out of bounds areas should have been cordoned off and properly briefed security staff should have been in attendance.
I do not blame Jedward's management for not letting them appear at this point; I blame Newbridge Silver entirely for lack of planning and lack of health and safety considerations that led to this decision.
Your management failed on a number of counts. You failed to give clear information; you failed to exercise crowd control and to protect the health and safety of very young children; and you have now failed at good PR.