Event Management Summer 20
Anticipation
Anticipation elements are designed to prepare the individual for the event experience Understand the purchase motives create the best marketing materials & messages communicate the basics for attending establish the correct expectations
Arrival
As the professional event coordinator, you should consider what you can do to facilitate the logistics of the arrival Look to enhance the transportation and travel experience -consider the options the traveler might use: trains, airplanes, boats, buses, and/or private automobiles. -Analyze the potential arrival schedules and evaluate the arrival facilities to determine what attendees will likely encounter. -Arrival patterns must also considered
Activity
Collectable Experiences Offer experiences that have value to those in attendance An Event Is Theater · Create experiences that follow a natural progression from start to finish Participant or Spectator Devise passive and active activities that engage and involve attendees Education versus Entertainment Provide learners with activities that blend education, enrichment, and entertainment Diversion and Recreation Consider activities that provide recreational and leisure opportunities
Appetite
Nutrition, Nurturing, and Human Nature Food service has many physical and emotional connotations Meals to Match the Occasion Menu selection is based on the needs of the diners and the objectives of the host Concessions, Catering, or Bring Your Own Purveyors of food and beverage service vary in style and capabilities Serving with Style Service styles can communicate and facilitate event flow Palate and Pocketbook There are creative ways to overcome cost and cuisine challenges
Deliver the Dream
Package and manage a progressive experience Manage the event experience thoroughly by anticipation and attending to customer needs/wants Provide take-away value
Determine the expectations
Start with the basic information: who, what, where, when, and, most important, why. Address who are the intended guests/ audience Develop an evaluation strategy to specify which measurements will indicate success - Build a shared vision of the event and its outcomes from the perspective of each stakeholder, including client & guests What are the demographics? What is the history of the event? What has worked before and what hasn't? What type of function is it? What type of experiences will fit their personalities and preferences? When will the event take place? Where have the guests attended events in the past? How many are expected? Why is the event being held?
Atmosphere
The Physical Environment Basics Confirm the basic needs are met The Venue—Embrace the Place or Surprise Their Eyes · Use venue creatively to its and the event's best advantage Form Follows Function · Form follows function in site selection and development Finding the Best Fit · The atmosphere must fit the character of the event and the host
Analyzing resources
The feasibility study examines the resources available and how they will be allocated Determine the resources necessary to produce the event Be brutally realistic about the resources available to produce the event · Can "success" as envisioned be achieved? Or does "success" need to be redefined? · Schedules, budgets, organizational charts, documentation procedures, site plans, and bid specifications serve as control mechanisms
Action Plan Logistics
· The site plan must accommodate the transportation, delivery, and distribution needs associated with the load-in, installation, replenishment, maintenance, servicing, and load-out of the event · Preferential or dedicated access roads and routes may need to be established · The production schedule should be scanned to identify site implications that must be addressed within the site plan, and vice versa
Site Specifications and Sourcing
· The site selected must be fully functional based on the type, scope, and purpose of the event · Any potential event site or venue has strengths, weaknesses, opportunities, and threats · The site selected may or may not require additional development to make it ready to support the event as it has been designed and welcome the guests that will arrive
Timelines and Schedules
· The timeline illustrates the life cycle of the event project and will include all phases: research, design, planning, implementation, evaluation, and closeout · The production schedule illustrates the task chronology of implementing the event on-site
Timelines and Schedules: Timeline versus Production Schedule
· The timeline will establish the tempo of the event project, illustrating how quickly certain tasks must be accomplished and highlighting critical decision deadlines · The production schedule is the listing of the logical and necessary sequence of actions in an hour-by-hour, even minute-by-minute format · Establish the chronology of work that must be done and by whom it will be done · Tasks may be sequential, simultaneous, conditional on other tasks, and/or iterative · Various formats serve to illustrate and communicate the critical path · Specify the task, the start and ending times, the person responsible, the location, and other pertinent information · Incorporate sufficient detail · Various versions may be issued to various stakeholders
Site Planning and Layout
· The way space is used can help to control movement, direct attention, enhance interactions or facilitate functionality s · The layout of the site must meet the ingress, egress, and access needs of all those attending, participating in, or servicing the meeting or event
Unique Venues
· Unique or unusual venues or remote locations may add value to the event experience · Search for unique venues like a location scout—consider any and everything · Carefully examine site development costs · Consider structural and environmental impacts on facilities, flora, fauna, pollution, or neighborhood (disturbance/disruption)
Tracking and Change Controls
· Use the timeline and production schedule to monitor progress and spot problems · Incorporate performance updates into the schedule, including reports and meetings · Establish change protocols so changes are communicated to all personnel and providers · Use formal Change Orders to authorize and document any changes to event elements or expenses · Record any variances, their reasons, corrective actions taken, and lessons learned for current evidence and future planning endeavors
Event Coordinator Sequential System
1. Determine Expectations 2. Develop the Concept 3. Design the experience 4. Deliver the Dream
Develop the Concept
Envisioning the concept helps incorporate all the necessary elements and components, as well as merge the logistical and operation parameters and practices into the event plan Identify the type of function Identify the theme and message list event elements & details organize the agenda & activities It is important to recognize that the entire event must be envisioned and implemented in your head, and on paper, before the first step is taken.
Defining the event: Purpose, Goals, and Objectives
Every event is held for a purpose and will have outcome expectations The host or hosting organization of an event, whether private or public in nature, will establish the goals and objectives for the event and provide the financial resources for producing it
Defining the Event: Three elements
INTENT—the purpose of the event; why it is being held; what the host or hosting organization wants to accomplish by holding the event (the goals and objectives) EXTENT—the size of the event; the space required; the duration; the number of guests; the volumes of materials, equipment, supplies, and suppliers CONTENT—the event elements and components desired or required to meet the goals and objectives of the event
Logical Sequencing elements
Identify Event Tasks and Activity · Consider all six dimensions of the event experience to determine suitable event components · Understand how the event components will interact with and impact each other Flowcharts, Outlines, and Storyboards · Activities and tasks must be sequenced logically based on their natural and necessary order · Use project management techniques to plan the work, then work the plan Collect Specifications and Directions · Each staff member, supplier, or provider will need different resources to accomplish the assigned task, and each task will have an impact on the resources required for other task assignments · Understand what each event element provider's requirements are for time, space, information, and other resources Recognize Bottlenecks and Outside Influences · Tasks and time must be analyzed and organized into an integrated schedule of activity based on priority, logic, and need · Visualize, organize, synchronize Understand the Logistics of a Progressive Experience The flow of an event includes both program components and operational requirements · Both the experience and the work needed to deliver the experience have a preferred and necessary progression
Design the Experience
Identify event elements and components that will enhance that experience from the attendees' point of view . Identify elements that will build on previous successes, elements that will take advantage of opportunities and strengths, and elements that will mitigate challenges, weaknesses, and threats. integrate the theme and purpose
Defining the event: Purpose, Goals, and Objectives: Goals and objectives
It is imperative that specific goals and objectives are clearly identified and prioritized, and that the client is advised what will and will not be possible based on the resources available The definition of "what success looks like" must be clear Goals and objectives must be established through research Goals and objectives must be measurable in order to be evaluated Goals and objectives must be prioritized according to precedence and preference
Defining the event: Purpose, Goals, and Objectives: Stakeholders
It is important to determine the particular stakeholders in any specific event, including their various goals, objectives, motives and requirements, as well as the importance and impact each stakeholder or stakeholder group will have on the event
Professional event coordinator
It is the job of the professional event coordinator to package and manage that event experience.
Identifying the needs
The needs assessment specifies the why, who, where, when, and what Establish the needs, wants, and mandates Customers Create a customer profile Consider cultural differences and how they affect planning choices Capabilities Assess capability, capacity, and constraints Turn constraints into creative opportunities Competition Pay attention to circumstances external to the event Consider demands internal events may affect the overall event The Comprehensive Perspective Consider all internal and external constituencies and conditions Determine the activities and event components necessary to meet needs
Analyzing resources: six elements
Time · Time restrictions determine the tempo for the planning and implementation of the event project Money · Budget development and administration is driven by the bottom line requirements of the event Personnel · Tasks must be defined, delegated, and scheduled appropriately Space · Everything takes up space · Carefully choreograph those who will need to be in the same place at the same time Suppliers · Not every place has everything · Old adage: Good, fast, cheap - pick two Delegation and Direction · You are the one that knows the big picture · Be a conductor rather than a controller
Amenities
Walk-away Value Offer physical mementos that the attendee can take away Legacy Items Use amenities to make memories tangible Showing You Care Provide thoughtful and useful items throughout the event Personalize the Experience The attendee's image on keepsakes provides personal evidence of the event
Event
an experience, carefully crafted to deliver an impact on the person in attendance The activities, environment, and layers of multisensory effects are integrated into an event design that is staged and choreographed with precision and polish. The best event experience is one in which the mechanics are imperceptible to the attendee and the intended impact is delivered effectively and invisibly.
Six dimensions to the experience
anticipation, arrival, atmosphere, activity, appetite, and amenities.
Event Management Body Of Knowledge model
framework includes a definition of the phases, processes, and core values of event management, as well as the functional areas and categories to which these are applied. It is the functional domains that provide a systematic and comprehensive approach to the responsibilities and opportunities associated with professional event coordination: Administration, Design, Marketing, Operation, & Risk
Site Inspection and Selection: Prioritize negotiating points
o "Needs" are non-negotiable, "wants" are negotiable o Demonstrate the value of your event to the property's revenue objectives · Negotiation protocols, procedures, terminology, and legalities can vary in different countries · Everything negotiated must be included in the written contract
Site and Floor Plans
· Accurate, to-scale, and detailed diagrams are used to position the various event elements and equipment, as well as plot out the logistics of setting up, servicing, and clearing the event site · To-scale floor or site plans may be required for approval by the fire marshal or other regulatory officials · Site and floor plan diagrams are an important communications tool for administration, design, marketing, operations, and risk management · Draft diagrams should be viewed and verified by, then final versions distributed to, all appropriate stakeholders
Site Procurement
· Align the meeting or event specifications with the venue or facility's offering · Consider any conflicts, constraints, or conditions associated with the site o Facility rules and regulations o Conflicting concurrent events or holidays o Logistical challenges and technology compatibility o Financial/political/economic stability, circumstances, justifications
Site layout is based on :
o Venue features and constraints o Attraction priority and traffic patterns o Proximity and logistical requirements o Health, safety, and security requirements
Site Occupancy Issues
· An event is subject to numerous laws, rules, and regulations, most of which have been instituted to protect the health, safety, and welfare of the public · Special services and service providers may be required that must be plotted into the site plan and event budget
Site Inspection Strategies
· Conduct a site inspection before contracting a venue or property to examine and verify the proper fit · Prepare a site inspection checklist to maximize your time and to ensure all areas to be used are inspected sufficiently · A due diligence investigation of all conditions is necessary o Local legislative, regulatory, and municipal issues, e.g. taxes, zoning, unions, licensing, economic environment, revitalization initiatives o Facility ownership, franchise structure, renovations, unions, exclusive vendors o Safety and security of venue and vicinity of venue o Chain of command and communication with local safety officials · Meet with key facility personnel/department heads to discuss event profile · Record inspection findings and discussions (written notes, audiotape, digital film/video) o As a reference during contract negotiations o As a reference when planning site development and usage
Establish Event Specifications
· Create meeting or event profile based on: o Current specifications from the needs assessment o Past history; specifications, budget and revenue values, and usage profiles (quantities and patterns) o Attendee economic and geographic profile · Define "needs" and "wants" · Define any client or hosting organization mandates or restrictions · Determine any needs in conjunction with ancillary activities/events
Permits and Permissions
· Determine what permits, licenses, and other compliance instruments are standard and necessary to produce the type, scope, and activities of the event desired, and then secure these compliance instruments by following the required procedures · There may be conditions and requirements that must be met in order to secure the permits and licenses necessary for the event, such as providing proofs of financial ability, insurance coverage, and/or current business or other licenses · Permit or licensing authorities may include health inspectors, law enforcement authorities, traffic or parking agencies, fire marshals, and/or other governmental departments
Site Inspection and Selection
· Every part of a property, site, or facility should be examined to make certain it meets the needs of the event and the standards expected by the client and guest · When evaluating numerous potential sites, use a matrix to efficiently compare each facility's offerings
Identify Spatial Requirements
· Everything at, brought into, and happening at the site requires space · Sufficient space must be allocated for and around each element or activity and for the people in attendance · Remember "behind the scenes" needs (administrative, storage, catering, etc.) when calculating, allocating, and assigning space
Arrival considerstions
· Find opportunities to reinforce a positive impression and affiliation with the event Navigation and Directional Signs · Provide clear navigation, directions, and instructions at all decision points Welcoming Entrances · Ensure points of entry are visible, recognizable, and service-oriented Don't Forget the Departure · Final impressions are as important as first impressions
Web-Based Event Sites
· Hybrid or totally virtual events delivered through the Internet are increasing · Technology offers ways to increase attendance, expand reach, and enhance interaction
Traffic Flow
· Ingress, passage, and egress must be ample and apparent, for people, providers, and equipment · Human and vehicular traffic flow can be directed and controlled through proper placement · Congestion may be caused by capacity density, placement of attractions, queues, and human behavioral patterns
Structural and Environmental Impact
· Know the capabilities and limits of the event site · Avoid damage to facilities or environment
Creatively Using Space
· Learn how to envision space in new and unusual ways · You can create effective meeting and event environments that are out of the ordinary using ordinary equipment
Develop Selection Criteria
· Matching the right site to the event is part investigation and part intuition, blending the needs and wants of the event host and guest with the realities of availability, capability, affordability, and accessibility. · Establish prioritized criteria based on event objectives and attendee profile · Define the reasons behind the criteria so adjustments might be devised or justified · Specify flexible and non-negotiable criteria · Create an evaluation instrument based on prioritized selection criteria
Site Sourcing
· Prepare an RFP outlining requirements to be distributed to potential/prospective facilities · Use CVBs, PCOs, DMCs, colleagues, tourism authorities, and the Internet to search for purpose-built meeting or event venues · Prepare a short list of prospective sites · Contact prospects and solicit proposals or bids in writing
Site Planning and Layout: Special accommodations
· Special site accommodations may be required for: o Individuals with mobility issues, hearing impairments, sight disabilities, or language/literacy limitations o VIPs and celebrities needing preferential parking, entrances, exits, seating areas, and routes within the site o Vendors, suppliers, performers, or volunteers o Emergency response personnel and equipment
Reverse Planning to Achieve Realistic Scheduling
· Tasks must be scheduled according to their deadlines · Confirm viability with all involved personnel and providers · Incorporate flexibility and anticipate productivity problems
Logical Sequencing
· The factors that will shape the design and production of an event include the needs of the various stakeholders, the practicality of the logistics, the available resources, and the goals and objectives for the event · Put first things first · The event goals and objectives should be the basis for all program design decisions · Every event element has an impact on the allocation, direction, and control of resources · A critical path illustrates precedence requirements, interdependencies, and milestones that indicate achievement of the appropriate progress
Proximity Issues
· The placement of event elements in close proximity may be desirable/required or undesirable/prohibited · Placement priority (or price) may be determined based on desirability of proximity to entrance or other attractions · Safety and sanitation requirements must be investigated and incorporated · Any site hazards must have access blocked or be clearly signposted