Event Planning 2Nd Edition

© 2007, 2012 Laurence Carter. All rights reserved.

No part of this book may be reproduced, stored in a retrieval system, or transmitted by any means without the written permission of the author.

Published by AuthorHouse 12/26/2012

ISBN: 978-1-4817-0162-4 (e)

Any people depicted in stock imagery provided by Thinkstock are models,

and such images are being used for illustrative purposes only.

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Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

Contents

Foreword

Introduction to Event Planning

Planning the Event

Business Planning for Events

Team Building

Venue Selection

Preparing for the Event

Finance for Events and Budgeting

Sponsorship

Event Resources

Event Restraints

Risk Assessment

Promotion

Advertising

Public Relations

The Use of Internet Tools

Personal Selling

Event Booths

Presentation Skills

Event Evaluation

Conclusion

Appendix 1

Foreword

I have taught event planning as part of the Cambridge International Exams, Diploma program for several years. My students had asked me for help in providing them with reading material to assist with their course of study which is why I authored the original text on event planning.

I have decided to update the text to give some further insight into the event planning field. In doing so I am reviewing some aspects of the text so as to add additional information for the benefit of readers. Changes relate especially to the subject area, promotion for events.

My aim is that this book will give the reader a greater understanding of what is required to plan an event and that this text will also be a catalyst to encourage individuals to attempt to undertake the staging of events. I also hope this will stimulate you to study this subject even more, if you are interested in developing your skills in the area of event management.

Success at event planning comes from learning how to plan effectively for the staging of an event. It also requires the efficient implementation of those plans by the event organisers, so that the event lives up to expectations.

I have tried to keep everything as simple as possible, so as to make this text accessible to all those who have an interest in event planning. As you try your hand at different types of events, your experiences will start to make it easier for you to undertake the required planning for different and more challenging events.

In the long run, event planning has the potential to become a fulfilling and rewarding activity for those of you that are willing to take the time, to learn what it takes to successfully plan and execute an event.

Laurence Carter

Introduction to Event Planning

In this section we will cover:

30642.jpg    What is an event?

30645.jpg    What is event planning?

30647.jpg    What are the key skills for success?

30649.jpg    Is event planning for you?

Event Planning Basics

It is here we start our journey into learning about event planning. This journey will help you to explore and understand how to go about organising and executing plans for events. The goal is learn how to successfully stage and event, to the benefit of the organizers and the participants.

Event planning is a job that calls for dedication to detail and a willingness at times to engage in hard work. This dedication on your part helps to ensure that the event that you intend to stage, is carried out according to the plans that have been developed for the staging of the event. It allows you to cover all contingencies related to the event, so that it can be staged successfully. That is what we aim to teach you to appreciate, in this text.

What is an event?

An event is any gathering of people for a specific purpose. Events can be of various forms and can be undertaken for a variety of reasons. Because of the varying types of events, there is a need for different levels of planning activity and preparation, by event organisers, dependent on what type of event is being contemplated. They are many types of events that are organised and these can be on a small or large scale; be one time events or repetitive activities that occur daily, weekly, monthly or once a year.

Some types of events:

30652.jpg    Award ceremonies to give awards to individuals or groups for a variety of reasons.

30655.jpg    Corporate meetings or business functions – these can be planning meetings for business management or they can be promotional events meant to showcase the company brand and its products.

30660.jpg    Entertainment and sporting events.

30662.jpg    Luncheons, receptions, and weddings.

30665.jpg    Product launches, trade exhibitions to promote businesses, products and services.

30667.jpg    Seminars and workshops – to bring participants together for one time or recurring meetings to discuss business, or academic topics.

30669.jpg    Special events – e.g. Olympic games.

When you look at, the above list of events it should be evident that the goals and objectives of these activities will be different. A corporate meeting for example, will have as its main focus, the creation of an atmosphere where the business that has to be discussed and conducted can be done, in an efficient and cost effective manner.

A wedding will of course be organised to give maximum satisfaction to the bride and groom, given the budget they have allocated for the event. Their desire would be to have the best wedding experience that they possibly can and the wedding should be planned by the event planner to help the bride and groom meet that expectation.

An entertainment event such as a concert would have as its goal, entertaining patrons as well as making money for the organizers. Entertainment events are about pleasing the audience with well planned and coordinated enjoyable activities, all done in a secure and comfortable environment that ensures the comfort and safety of patrons.

Sporting events can be organised to entertain patrons, and to make money for the entities that are organizing the sporting event. Football, baseball, and horse racing, are all examples of sporting events that are held to satisfy fans, while also being geared to make profits for the organisers. These events sometimes also act as promotional attractions for tourism destinations to generate additional revenue to the areas where the sporting events are taking place.

Therefore it should be clear that they can be many types of events, and that the reasons for holding an event can vary. This helps us understand that different goals will be set by event organisers, for the staging of different types of event activities. This is important as it directs the event planner as to how to focus on the best way to set objectives, in order to plan and manage an event.

For example, if it is an award dinner, the goal will be creating a glamorous atmosphere in which guests and especially award winners will feel appropriately satisfied with the occasion. A special ambience should be created by the event organisers, so as to honour awardees for their achievements. With this in mind, the event planners would then set objectives that form the basis of plans, which would lead to the realization of this goal.

In such a situation, where the event will have a budgeted cost, the objectives would be decided on, in terms of room design, event ambience, dinning facilities, menu, and presenters. The goal is to use these event elements, to produce the required event atmosphere, using the budgeted funds allocated for this activity. This would lead to development of plans that would make the desired goal of producing a glamorous award dinner a reality.

Contrast this to an entertainment event which will invariably have as one of its major goals, the making of a financial profit by the organisers, while at the same time being entertaining to patrons. The objectives and plans that are created to manage this event should reflect those goals – making a profit and entertaining event attendees.

Therefore the focus of planning activities will be different as there has to be good cost management, and creative thinking to find ways to maximize revenue. Revenue can be earned from entrance fees, concessions, bar sales, food sales, sale of advertising space and any other revenue generating activities that can take place at the event. Organizers must entertain the attendees, while at the same time managing the event costs so as to make an acceptable level of profit.

So for an event organiser, the objectives of the event, which reflect the goals that have been set, to ensure success for the event, are an important consideration in their planning of related event activities.

Some other reasons to hold events include:

30672.jpg    To increase awareness of a product, a service being provided or a place that needs increased public awareness. The focus here will be to enhance the public visibility of a product, service or place being promoted by the event. A boutique for example, may stage a public fashion show, to promote its clothing lines and raise its public image.

30673.jpg    The goal would be to enhance its overall profitability by raising the level of public awareness of the store and its fashion products. The fashion show in itself would not necessarily be a money making affair, but would achieve its goal by generating publicity for the company, which would then go a long way in improving the boutique’s overall profit expectations.

30677.jpg    Need to increase the awareness of the services of an organisation. In this case the individual services that an organisation has to offer are highlighted by events designed to promote to the general public the availability of such services. An example would be a fashion show, being held to promote summer clothing lines, as a way of encouraging sales at a retail chain store.

30676.jpg    The fashion show may not in itself be profitable, but the publicity and exposure it gives the retail store helps to drive sales in the weeks following the show, which then justifies the cost of staging the event.

30680.jpg    Presenting a favorable image of a:

1.   Product – to inform the public about a product so as to gain sales, and profitability for the product.

2.   Place – to increase public awareness of a destination or attraction and what it has to offer those who visit.

3.   Service – to inform the public of a service that is provided by an organization so as to increase sales or public awareness of the service.

4.   Organization – to build public awareness of the organization and its goals in a targeted public relations event.

Events can be used for image building purposes as well so as to reinforce the corporate image as perceived by the public of a product, place, service or organization. These events need not be profitable and may more be concerned with conducting public relations management of an organisation’s image and its products and services. This is done by businesses as a means to ensuring long term sustainability of a product or service, and cementing the product or service corporate image in the public’s eyes.

30682.jpg    To increase the sales and profitability of a product or a place. Events can be used to generate extra revenue for organizations. At these events, special efforts are made to market the targeted products or services so that revenue can be generated at the event itself. The exposure generated by these events is also used to create enough of a spin off effect to generate sales at other retail outlets that are carrying the product or service.

30684.jpg    To provide benefits to other organisations and individuals. There are organisations and individuals who can profit from the activities that surround staged events. For example, government councils may organise and stage a craft fair at its own expense, so that individuals and other social groups can benefit from the activities surrounding the craft fair.

30686.jpg    To provide benefits to communities. Communities can benefit socially or financially from the staging of events. For example, government councils may organise sporting activities in a community, so that residents can benefit financially. Community members can also gain from any social improvements that could take place in the community due to the staging of the sporting events.

As indicated before, they are many legitimate reasons for holding events. The reasoning behind the holding of the event will then need to be reflected in the goals, objectives and plans, which are set for the event. Goals should be decided on for the event so that planners will know the focus and direction that the event has to take so as to make it successful. Success will in large part be a reflection of what the objectives and plans are for the event, and how successfully they are implemented.

Effective implementation of event plans is important as it makes no sense having the best plans in the world and then be faced with the prospect of poor execution of those plans by event organisers. Part of the learning process for event planners is developing their ability to get things done, so as to ensure that the plans they would have put in place for an event, are carried out in an effective manner.

What is event planning?

Event planning is a process that must be undertaken to ensure that the event, which has been decided on by the client, is adequately conceptualized and planned for. Event planning for any event takes you through all the areas and activities that have to be planned, managed and executed to ensure that the event can be successfully staged.

It is a process that starts with the conceptualization of the event and continues on through the planning phases where the ideas are formalized into action plans. These plans then have to be executed to ensure the successful staging of the event. This process is integral to effective event management that is capable of producing a successfully staged event.

There are several aspects to planning for an event such as:

30689.jpg    Conceptualizing themes and ideas for the event – event planners work on developing the ideas and themes that will guide the direction and planning for the event. These can be conceptualized by the event planner themselves or can be decided on in conjunction with the client.

30691.jpg    Setting goals and objectives for the event – outlining the goals and objectives that will give focus as to how the event will be planned and executed. The goals and objectives form the basis of plans that would be developed to carry out the event.

30693.jpg    Coordination of details, people and resources – to ensure that all that is needed for the event and the personnel to carry out the required tasks are all in place. This requires detailed planning concerning every aspect of the event so that all areas that will have an impact on the success of the event are planned for. This allows event managers to then allocate the necessary resources to allow for the successful staging of the event.

30697.jpg    Monitoring of budgets and deadlines – to keep event costs under control and make sure that the event plans stay on schedule and within budget. This requires the development of an event budget and the continuous updating of that budget as the planning of the event takes place. This allows costs to be monitored and controlled to ensure that the event sticks to its planned budget and meets its implementation deadlines for activities.

30699.jpg    Onsite event management on the day(s) of the event – appointing a site manager where necessary to manage the event site and to oversee preparations for the event. This will be a collaborative effort between the event planners and