ch 14 Event Management

leadership

number one skill for successful event managers

To gain business, an event manager

prepares a proposal for the client's approval and contract signature

International Festival & Events Association (IFEA)

provides an opportunity for event managers from around the world to network and exchange ideas on how other festivals excel in sponsorship, marketing, fund-raising, operations, volunteer coordination, and management

Clearly defined work setup and breakdown schedules

provides the event manager with an opportunity to determine tasks that may have been overlooked in the initial planning process for the event.

Enthusiasm and passion. Drive and determination.

qualities that will contribute to the success of an event manager/planner.

time management

remember to budget your time in the same way that you would your finances. Delegating tasks to the appropriate people, keeping accurate records and lists, preparing agendas before meetings, and focusing on what items deserve top priority are examples of how to use time management effectively

stages in the event planning process

research, design, planning, coordination, evaluation

fifth stage: EVALUATION

should take place during each stage of the event planning process; as a final step, it measures the success of the event in meeting goals and objectives.

U.S. PGA Championship

the final championship of the year held in August. PGA champions are also automatically invited to play in the other three majors for the next five years, and are exempt for life from qualifying for the PGA Championship.

British Open

the oldest of the four major championships in men's golf. It is played annually on a links course (which is located in coastal areas, causing frequent wind on sandy soil, often amid dunes, with few water hazards, and few if any trees).

Professional event managers face four primary challenges

time, finance, technology, and human resources.

Flow charts and graphs

used for scheduling programs that will happen at the event. Look at any program of a meeting, and you will see the start and end times of seminars, when coffee breaks occur, when and where lunch is held, and when meetings resume. This charting of activities helps guide your attendees and guests.

The catering sales position in a hotel will expose you to many different kinds of events

weddings, reunions, corporate events, holiday events, and social galas and balls. In this position, one either coordinates or has the opportunity to work with various vendors. This is where the florists, prop companies, lighting experts, entertainment agencies, rental companies, and audiovisual wizards come into play. 2-3 years in this capacity grooms you for the next rung on the ladder.

WAG (week at a glance) meeting

- 10 days before the event, WAG is held -one of the most important meetings at the convention center because it provides an opportunity to avoid problems—like two event groups arriving at the same time or additional security for concerts or politicians -About this same time, a pre-convention or pre-expo meeting is held with the convention or expo managers and their contractors—shuttle bus managers, registration operators, exhibit floor managers, and so on. Once the setup begins, service contractors marshal the 18-wheeler trucks to unload the exhibits by using radio phones to call the trucks from a nearby depot. When the exhibits are in place, the exposition opens and the public is admitted.

Certified meeting professional (CMP)

- based on professional experience and academic examination, which then allows the professional to use the CMP designation after his or her name on business cards, letterheads, and other printed items. -CMPs earn up to $10,000 more annually than non-CMPs

project management

- the act of completing the projects on time and within budget. -perfect fit for the special event industry, where the entire event or components of an event can be managed as projects -used: Flow charts and graphs policy statements Clearly defined work setup breakdown schedules

"In addition to good organizational skills, someone with a creative spirit, a flair for the dramatic, a sense of adventure, and a love of spectacle could expect to flourish in this field."

-Computer skills -work a flexible schedule -work long hours -Verbal and written communication skills -Project management skills -work with high-level executives -initiate and close sales -handle multiple tasks simultaneously -interact with other departments -travel -Experience in delegating -Negotiating skills -Enthusiasm -Follow-through skills -Budgeting skills *** -Lots of patience** -Being a self-starter

The development of the special events industry has been divided up into the following classifications:

-Corporate events (seminars, workshops, meetings, conferences) -Association events (conventions, trade shows, meetings) -Charity balls and fund-raising events Social functions (weddings, engagement parties, holiday functions) Fairs and festivals Concerts and sporting events

tips from an experienced negotiator

-Do your homework. -Develop a "game plan" of the outcomes sought, and prioritize your needs and wants. -Learn as much about the other side's position as you can. -Keep your eyes on the prize. -Do not forget the outcome sought. -Leave something on the table. It may provide an opportunity to come back later and renew the negotiations. -Do not be the first one to make an offer. Letting the other person make the first move sets the outside parameters for the negotiation. -Bluff, but do not lie. -When there is a roadblock, find a more creative path. -Thinking "outside the box" often leads to a solution. -Timing is everything. Remember that time always works against the person who does not have it, and that 90% of negotiation usually occurs in the last 10% of the time allocated. -Listen, listen, listen, and do not get emotional. Letting emotions rule a negotiation will cause one to lose sight of what result is important

preparing an event proposal:

-Find out as much info as possible about the event/ if it has been previously held or what the client has in mind. -Ask organizers, attendees, providers, and others what went right/wrong/ could be improved on. -Write the proposal in business English, skipping the verbal foliage. -Get creative—do something different and better and give them something to talk about; finally, do the numbers—nobody wants a surprise—create a pro-forma invoice so the client will know the costs, and surprise them by being on time and on budget

SMERF

-Social, Military, Educational, Religious, Fraternal -category of organizations that also fall into the social event category. -Individuals of these organizations often pay for the events, meaning they are price sensitive

Coordinating and Delegating Skills

-The management of staff and volunteers involves coordinating their duties and job performance to enable you to accomplish the goals of the event. -As the manager, you are responsible for assigning supervisors or group leaders to oversee the performance of the employees and/or volunteers. -provide coaching and mentoring when working with staff and volunteers to arrive at the event's goals and objectives. When employees can see the purpose and value of their work, as well as the outcomes, they usually become more excited about achieving the goals and objectives.

Festivals.com

-Website that allows you to search for festivals held around the world. -describes cultural festivals as "Magical parades. Fabulous feasts. Dizzying dancing. The spirit of celebration crosses languages, oceans, continents and cultures, as people revel in their heritages and communities.

Budgeting

-activity that allows managers to plan the use of their financial resources. - required skill in all hospitality fields, including the special event industry. -the event planner may be working with a fixed budget determined by an association, SMERF group, or an individual (a wedding or engagement). -budget may be more flexible—a large corporation, for example, that has greater financial resources.

-act as a liaison between the planner and the community -help meeting attendees maximize their free time through the creation of pre- and post- conference activities, spouse tours, and special evening events -provide hotel room counts and meeting space statistics -help with meeting facility availability

-are a network for transportation—shuttle service, ground transportation, and airline information - assist with site inspections and familiarization tours -provide speakers and local educational opportunities -provide help in securing auxiliary services, production companies, catering, security, and so forth

mega sporting events

-biggest moneymakers in the industry. -Both large and small communities embrace mega sporting events because of their positive economic impact.

Booking manager

-books the correct space, and works with the organizers to help them save money (by allocating only needed space and allowing the client to set up on time). -A contract is written based on the event profile. -The event profile stipulates in writing the client's requirements and gives the relevant information, such as which company will act as decorator/subcontractor to install carpets and set up the booths.

event planning

-came about to fill a gap—someone needed to be in charge of all the gatherings, meetings, and conferences that were increasing in size, number, and spectacle among business and leisure sectors.

Social etiquette

-can make or break a career, and it is a practiced skill that can be acquired. -defined as exhibiting good manners established as acceptable to society and showing consideration for others. -Professionals in the hospitality industry, including the special event field, must be proficient in proper social etiquette. -Service is one of the largest products offered

Live Aid 1985

-concert planned as fundraiser -rock concert that raised millions of dollars to benefit starving people of Africa

corporate events

-continue to lead the industry in terms of event business -About 80% of the event market is corporate events -annual meetings, sales meetings, new product launches, training meetings and workshops, management meetings, press meetings, incentive meetings, and awards ceremonies.

Special events include countless functions

-corporate seminars and workshops -conventions and trade shows -charity balls and fund-raisers -fairs and festivals -social functions like weddings and holiday parties

social skills

-critical for making customers feel comfortable and handling business situations appropriately -Communication and listening are critical social skills -critical to leading a motivated group of staff and/or volunteers

World Series

-decides who has the best baseball team -This Major League Baseball (MLB) championship series occurs every year, starting in October, after the regular season is over. -a match between the American League and National League champions. -The Series winner is determined through a best-of-seven playoff games. -The winning team is awarded the World Series Trophy, and each player receives a World Series ring.

Certification in meeting management (CMM)

-directed toward senior-level meeting professionals and provides an opportunity for continuing education, global certification and recognition, potential career advancement, and a networking base www.mpiweb.org

event document

-distributed to department heads 2 weeks prior to the event -contains all the detailed info that each department needs to know in order for the event to run smoothly

event management industry

-dynamic diverse field that has seen considerable growth and change over the past 40 years -employs professionals who work together to provide a broad range of services to create special events

factors to be considered in creating an event budget

-financial history of previous identical or similar events -general economy and your forecast of the future -income expenses you expect with the resources available

Larger associations with greater financial resources often hire

-full-time meeting and convention management professionals who are involved in the large association events as well as other association events -including board meetings, educational seminars, membership meetings, professional meetings, and regional meetings.

Olympic Games

-hallmark of all sporting events -attracts over 6 million people to its host city -an international sporting event that takes place every 4 years, and it consists of both summer and winter games. -attracts more people than any other sporting event

International Live Events Association (ILEA) 1987

-has professionals representing special event producers (from festivals to trade shows), caterers, decorators, florists, destination management companies, rental companies, special effects experts, audiovisual technicians, party and convention coordinators, hotel sales managers, specialty entertainers, and many others. -has more than 5,000 members who are active in 38 chapters around the world -goal is to "foster enlightened performance through education while promoting ethical conduct. -works to join professionals to focus on the 'event as a whole' rather than its individual parts." -formed a solid network of peers that allows its members to produce quality events for their clients while benefiting from positive working relationships with other members.

fairs

-held at the local, county, or state level -purpose of most fairs is related to the agriculture industry

sporting events

-historically been more popular than other forms of entertainment. -This is due to our competitive nature and a desire to watch those who compete—a kind of flashback to the gladiator days of old. special event should be staged to "add to" and not "subtract from" the sport itself.

corporate event planners

-involved in the planning and organizing of the event, and play a key leadership role -must be skilled in communications, have the ability to coordinate various activities, and pay careful attention to detail. -When using a hotel, corporate event planners consider the factors that are most important to the attendees, such as corporate account rates for lodging, amenities like fitness centers and business centers, airport transportation, and quick check-in and check-out at the hotel. Therefore, corporate event planners should have strong negotiating skills to book lodging and convention services as needed.

Event management requires special skills in

-marketing and sales: attracting business -planning: ensuring that all details are covered and that everything will be ready on time -organization: making sure that key staff know what to do, why, when, where, and how -financial: creating and keeping to a budget -human resources and motivation: selecting, recruiting, training, and motivating the best people -lots of patience: and attention to detail.

U.S. Open Championship

-men's open championship held in June of each year and is part of the official schedule of the PGA Tour and the European Tour. -takes place on a variety of golf courses

A convention and visitor bureau (CVB)

-not-for-profit organization that is located in almost every city in the U.S. and Canada. -purpose of promoting tourism, meetings, and related business for their city. assists meeting planners and managers

third stage: PLANNING

-often led by the determined budget for the event. The planning process includes contracting out services and arranging all other activities that will become part of the event. -Determining the event budget -Selecting the event site -Selecting the hotel accommodations -Arranging transportation -Negotiating contracts -Arranging catering -Arranging speakers, entertainment, music -Organizing audiovisual needs -Creating a marketing plan for the event -Preparing invitations or event packets

Association Events

-over 7,400 associations in the U.S. American Medical Association American Dental Association -Most large association conventions are planned 2-5 five years ahead of time, and the destination is a determining factor in the planning process. -account for billions in annual revenue, which is generated from the millions of people that attend thousands of meetings and conventions in the U.S. during a given year. -events may range from a monthly luncheon at a private club or hotel to a yearly convention consisting of educational seminars where association members can network with each other.

festivals

-planned events with a theme that often relates to the celebration's purpose. -cultures, anniversaries, holy days, and special occasions are commonly celebrated -Mardi Gras celebrates the beginning of Lent. Food and entertainment are greatly emphasized when planning a festival. -The variety of festivals is —art, music, sporting, literary, performing arts, air shows, science, and even children's festivals.

Negotiation

-process by which a meeting planner and supplier (hotel representative, for example) reach an agreement on the terms and conditions that will govern their relationship before, during, and after a meeting, convention, exposition, or event. -An effective negotiator will enter the negotiation with a good idea of what he or she wants.

Charity balls and fund-raising events

-provide a unique opportunity for an event manager to work with a particular group or charity. -A theme is typically chosen for the event. -The event manager is responsible for selecting the location and coordinating all of the details that will determine the success of the event, including catering, entertainment, decor, lighting, floral arrangements, invitations, rentals, public relations, transportation, security, and technical support.

Sponsors

-provide money or in-kind contributions and receive recognition as a sponsor of the event -including use or display of their logo in the event's promotion -they expect to get something tangible in return for their sponsorship

The International Festivals & Events Association (IFEA)

-provided fundraising and modern developmental ideas to the special events industry for 45 years. -began to enhance the level of festival management training and performance with a Certified Festival & Event Executive (CFEE) in 1983. -Those seeking to achieve this distinguished title are committed to excellence in festival and event management, are using it as a tool for career advancement, and are in the search to further their knowledge. - has more than 2,700 professional members who are informed through IFEA publications, seminars, an annual convention and trade show, and ongoing networking -The benefits of joining this association and meeting the CFEE requirements include being able to negotiate a better income or financial package, recognition by other industry professionals, and the "inside" knowledge that it provides for the festival industry. -Visit the IFEA Website at www.ifea.com for further information.

fundraiser events

-purpose of these kinds of events is to raise funds for a group or charity; every dollar spent on the event means one less that could go toward the cause. -expected to be extravagant—so a little creativity can go a long way in planning and implementing a theme. -event manager should have strong negotiating skills to bargain with vendors for reduced rates or in some cases donated services or products. A smart planner knows how to market the positive public relations that the event could provide its vendors

special events

-recognizes a unique moment in time with ceremony and ritual to satisfy specific needs -The scope of this definition is very broad and encompasses many "moments"

social event planner/ manager

-responsible for selecting the venue, determining any themes and or design schemes, ordering or planning decorations, arranging for catering and entertainment, and having invitations printed and sent out. plans weddings, engagement parties, birthday parties, anniversary parties, holiday parties, graduation parties, military occasions, and social gatherings

second stage: DESIGN

-the area that allows freedom in creativity and the implementation of new ideas that support the objectives of the special event. -when an event manager or team can brainstorm new innovative ideas or develop adaptations to previous events to make them better, grander, and more exciting for the attendees. -seeks to obtain original and fresh ideas that will create an event worth investing in. -event may be a corporate meeting or it may be a beachside wedding, yet the design of the event will have a lasting impression on those who attend it.

Technology can assist event managers in the areas of

-time management and finances Word processing programs, and financial and database management software can help in daily tasks and event planning. -laptop computers, cell phones, hand-held devices, event management software, and the Internet.

hats for the event manager

1. to inspire the staff and volunteers by providing valid reasons as to why they should want to help achieve the established goals for the event. act as a salesperson. 2. provide the necessary tools for the staff and volunteers to achieve the goals. training and coordination. 3. coach/ act as a mentor and provide a support system to build a team. Staff and volunteer motivation is an important factor

the Majors

4 men's golf championships

The most important contract is generally the one with the facility or event site. Contracts with other services may include destination management, entertainment, catering, temporary employees, security, and audiovisual equipment, to name a few.

An event manager should keep the following two words in mind to strengthen his or her negotiating skills and position: information and flexibility.

-American Marketing Association holds over 20 conferences each year, which generates approximately $5 million for hotels.

Associations generally hire full-time paid planners to manage the yearly national membership meeting that is required as part of most associations' bylaws

The special event industry is forecast to grow, as clients want ever more spectacular events. Events are increasingly more complex, involving multimedia presentations, elaborate staging, and frequently upscale food and beverage service. Technology presents both an opportunity and a challenge: an opportunity in that it can facilitate event planning and management, and a challenge in that new software programs must be mastered.

Attendees can utilize their mobile devices for pre-event, on-site, and post-event activities on personal computers, tablets, and smartphones. Mobile devices can be used for directions, registration, and event communications. Environmentally conscious planning for events is in high demand, including using eco-friendly supplies and materials and recycling, providing local, sustainable, and organic food and beverages, utilizing water and energy conservations practices, and omitting pollution and waste production.

Daily events vs special events

Daily events: -occur spontaneously -Do not arouse expectations -Usually occur without a reason Special events: -are planned -arouse expectations -Motivated by a reason for celebration

Meeting Planners International (MPI)

Dallas-based association with nearly 19,000 members. "As the global authority and resource for the $102.3 billion meeting and event industry, MPI empowers meeting professionals to increase their strategic value through education, clearly defined career pathways, and business growth opportunities." -offers professional development in two certification programs: 1) Certified meeting professional (CMP) 2) Certification in meeting management (CMM)

ability to multitask

During the planning and staging of the event, your ability to administrate, coordinate, market, and "manage" will be put to the test. -conduct and take control of whatever needs to be done to carry out your goals and objectives. You may encounter several problems arising at the same time, and an effective solution would be to delegate tasks accordingly.

human resources

Empowering your employees is the key to success. As a manager and leader, you must train your employees and/or volunteers and give them the necessary information to perform their jobs. It is critical to select the right people, "empower" them, and develop their skills. This will ultimately help you succeed in accomplishing your goals. Empowering event staff can help them make important decisions—successful events involve many decisions, and you as a manager will not have the time to make all of them. Empowering your team is the best way to become an effective leader and improve the performance of your staff.

3 primary functions of convention and visitor bureau (CVB)

Encourage groups to hold meetings, conventions, and trade shows in the city or area it represents Assist those groups with meeting preparations and during the event Encourage tourists to visit the historic, cultural, and recreational opportunities the destination offers

sustainable events include

Holding the event at a sustainable location—a certified green building. Utilizing the services of a certified green restaurant or caterer. Adopting Seven-Star turn-key green event services for environmentally Responsible and socially Respectful (eR/sR) festivals, trade and consumer expositions, conferences, and concerts. Joining and participating in the Green Meeting Industry Council. Developing and implementing an operational and product usage plan.

One of the key strategies in planning special events for fairs and festivals is to determine the purpose of the event early on

It is important to analyze the "available manpower" in the form of both professionals and volunteers who will assist in staging the event.

As stated earlier, the convention and visitors bureau is usually responsible for the booking of conventions more than 18 months ahead

Once the booking becomes definite, the senior event manager assigns an event manager to work with the client

After the contract has been signed and returned by the client, the event manager will make occasional follow-up calls until about 6 months before the event, at which time arrangements such as security, business services, and catering will be finalized

The event manager is the key contact between the center and the client. She or he will help the client by introducing approved subcontractors who are able to provide essential services.

event planner

The title was first introduced at hotels and convention centers. -responsible for planning the event, from start to finish. -includes setting the date and location, advertising the event, providing refreshments, or arranging catering services, speakers, or entertainment.

-The need to celebrate has been recognized by corporations, public and government officials, associations, and individuals. -This has contributed to the rapid growth of the special event industry with a wide range of possible employment opportunities.

When you consider all of the planners, caterers, producers, event sites, and others that become part of the "special event," you can only imagine the potential for future careers and employment possibilities.

The first stage of event planning is to answer these simple questions: RESEARCH

Why should a special event be held? Who should hold it? Where should it be held? What should the focus of the event be? What outcomes are expected?

good wedding consultant

able to skillfully and tactfully inject good taste into the most basic of events

Super Bowl

annual competition between the two best American football teams. -one of the most-watched U.S. broadcasts of the year -They want to see the commercials and halftime show -This day is the second-largest food consumption day in the United States (the largest day, of course, is Thanksgiving). It is estimated that about 44 million people attend 7.5 million Super Bowl parties each year!

Masters Tournament

annual gathering of the world's best golf players on the Augusta National Golf Course. Champions of the Masters are automatically invited to play in the other three majors for the following five years, and earn a lifetime invitation to the Masters.

Corporate event managers

are employed by the company to plan and execute the details of meetings for the corporation's employees, management, and owners. The growing use of special events in the corporate arena created the need for positions dedicated to the planning and management of them

-National Restaurant Association (NRA) -American Hotel and Lodging Association (AH&LA) -International Association of Convention and Visitors Bureaus

associations relating to special events.

the goal of an event manager is to

become a leader who can direct a team of employees and/or volunteers who will respect, admire, and follow his or her direction to accomplish the established goals.

Certified Special Events Professional (CSEP)

benchmark of professional achievement in the special events industry. "It is earned through education, performance, experience, service to the industry, portfolio presentation and examination, and reflects a commitment to professional conduct and ethics," The program includes a self- or group-study program, point assessment of experience and service, application form, and exam

fourth stage: COORDINATION

compared to a director leading a band. The band may have rehearsed a piece of music countless times, and yet during a concert the director still has the ability to "direct" or control the number being performed. Similarly, the event manager coordinates the event as it unfolds. This may be a stressful time, due to unforeseen problems that occur, or it may be a truly rewarding time, with a flawless execution. Regardless, coordination of the event may require the planner's decision-making skills and abilities as the event progresses. Coordination of the special event also includes an aspect of human resources. Event managers are leaders, who motivate others through example. As an event manager, you will coordinate staff and/or volunteers to carry out the event's planned objectives and goals. As mentioned earlier, empowering your staff will create a positive environment and make your job of coordinating their efforts that much easier.

Policy statements

guide in the decision-making process and the fulfilling of commitments, including to human resources, sponsorships, security, ticketing, volunteers, and even to paid personnel for the event

America's Cup

held every 4 years -most famous of yachting races -a test of boat design, sail design, fund-raising, and people. -races are held in a series that currently involves a best-of-nine of match racing (a duel between two boats).

wedding planner

helps the couple, and their families, through the planning of the event to its organization and management. follow 2 principle guidelines: 1.) Establish an agreement in writing about what you will do 2.) Be competitive in your pricing. -role is to make the planning and organization of the wedding go perfectly, and ensure that there will be many happy memories for the bride and groom and their families. -have a range of services that they can offer and have special relationships with vendors that can lead to discounts on pricing. -need to have back-up plans and to "think on a dime."

World Cup

international competition that takes place every four years and features the best soccer teams in the world. Qualifying rounds take place during the 3 years before the final rounds, in which the championship is awarded. Close to one million people actually attend the World Cup, and millions more tune in via television or the Internet

Woodstock, in 1969

large music festival that has been labeled as a transformational event—it altered the lives of the participants, and society as a whole.

To hold a successful event, the organizer should have a vision and leader-manager skills in key result areas

marketing, financial, operational, and legal.

wedding

most widely recognized social event