Thought for the Day:Thought for the Day:

Success is dependent on the glands – sweat glands!Success is dependent on the glands – sweat glands!

AnonymousAnonymous

Special Event Production:Special Event Production:Sample Presentation #1Sample Presentation #1

Module 1:Module 1:What’s It All About?What’s It All About?

TopicsTopics

What is a Special Event?What is a Special Event? Why have a Special Event?Why have a Special Event? Categories of Special EventsCategories of Special Events Relationship of Special Events to TourismRelationship of Special Events to Tourism How are Events Organized?How are Events Organized? What is Event Production?What is Event Production? Who is the Event Producer?Who is the Event Producer?

What is a Special Event?What is a Special Event?

A gathering of human beings generally A gathering of human beings generally lasting from a few hours to a few days, lasting from a few hours to a few days, designed to celebrate, honor, sell, teach designed to celebrate, honor, sell, teach about, or observe human endeavors.about, or observe human endeavors.

Why Have a Special Event?Why Have a Special Event?

ReligiousReligious PoliticalPolitical SocialSocial EducationalEducational CommercialCommercial

What Makes Them Special?What Makes Them Special?

Must be uniqueMust be unique Must not be regular - generally no more than Must not be regular - generally no more than

once a month or less frequentlyonce a month or less frequently If part of regular series, must be an unusual If part of regular series, must be an unusual

component of the seriescomponent of the series Must require one or more organizersMust require one or more organizers Must conform to definition (e.g. to celebrate, Must conform to definition (e.g. to celebrate,

honor, sell, teach about, observe, human honor, sell, teach about, observe, human endeavors)endeavors)

Categories of Special EventsCategories of Special Events

M eeting sConfe rence sConve ntion sV ideo Confe rence sInternet C onference sCongresse sSem inarsSym posiaW orkshop sRetreats

M e etin g s a ndC o nfe ren ces

Consum er Show sBuyer ShowsProduct Dem onstration s

T ra de S ho w s a ndE xp o sit io ns

Parade sFestivalsCarnivalsSporting EventsConcertsShort-Run T heatrical P resentation s

Public Events

Award ShowsCorporate D innersThem e EventsO penin g/C losin g Cere m onie sIncentive EventsFundraisersSocial and Life EventsProduct L aunche sReun ion s

Private Events

C e le bra tion s , Ce re m o n ies a ndS p e cta c les

Notes About the Three Main Notes About the Three Main CategoriesCategories

Generally all are organized in the same five phases Generally all are organized in the same five phases (i.e. Concept and Proposal, Marketing and Sales, (i.e. Concept and Proposal, Marketing and Sales, Coordination, Execution, Follow-up)Coordination, Execution, Follow-up)

Some can be sub-categories of others and cross Some can be sub-categories of others and cross boundaries boundaries

There is commonality in many required skillsThere is commonality in many required skills Each main category has its own professional Each main category has its own professional

certification (e.g. Meetings – CMP; Trade shows – certification (e.g. Meetings – CMP; Trade shows – CEM; Special events – CSEP and CSEC/CSEM)CEM; Special events – CSEP and CSEC/CSEM)

What is the Relationship to Tourism?What is the Relationship to Tourism?

Events in all three main categories attract touristsEvents in all three main categories attract tourists Events can be of differing scale:Events can be of differing scale:

Family or small organizationFamily or small organization Local communityLocal community City-wideCity-wide Province/State-wideProvince/State-wide NationalNational InternationalInternational

Alternative definition of scale and categorization of Alternative definition of scale and categorization of special events:special events:

Major – High in status, large crowd, mediaMajor – High in status, large crowd, media Hallmark – Infrequently occurring major event usually Hallmark – Infrequently occurring major event usually

tied to specific place (national or international scale)tied to specific place (national or international scale) Mega – One-time major event of international scaleMega – One-time major event of international scale

Larger attract more people and dollars IF organized Larger attract more people and dollars IF organized properly!!properly!!

Exercise: By our definition(s), which of the Exercise: By our definition(s), which of the following are special events, which are not, following are special events, which are not,

and why?and why?

WeddingWedding Family outing to the beachFamily outing to the beach Shuttle launch and flightShuttle launch and flight Piano RecitalPiano Recital Practicing the pianoPracticing the piano Sunday church serviceSunday church service Olympic Swim FinalOlympic Swim Final Conference on Web DesignConference on Web Design Weekly company web Weekly company web

designer meetingdesigner meeting

Opening Night of a Broadway Opening Night of a Broadway playplay

A regular night at the playA regular night at the play Public hanging in the 1700sPublic hanging in the 1700s The Battle of TrafalgarThe Battle of Trafalgar Rolling Stones concertRolling Stones concert Little League annual awards Little League annual awards

dinnerdinner Hiroshima, August 1945Hiroshima, August 1945 Chernobyl disasterChernobyl disaster

How are Events Organized?How are Events Organized?1. Concept and Proposal Phase1. Concept and Proposal Phase

Preliminary ResearchPreliminary Research Feasibility AnalysisFeasibility Analysis Site and Venue SelectionSite and Venue Selection

Initial Event DesignInitial Event Design Content and Program Content and Program

DevelopmentDevelopment Budget PreparationBudget Preparation Proposal CreationProposal Creation

2. Marketing and Sales Phase2. Marketing and Sales Phase Sale of SponsorshipsSale of Sponsorships Advertising and Ticket SalesAdvertising and Ticket Sales Event Go-Ahead DecisionEvent Go-Ahead Decision

3. Coordination Phase3. Coordination Phase Recruit VolunteersRecruit Volunteers Organize StaffOrganize Staff Contract SuppliersContract Suppliers Accept Registration and ReservationsAccept Registration and Reservations Assess RisksAssess Risks Obtain Licences and PermitsObtain Licences and Permits Commence Production CoordinationCommence Production Coordination

4. Execution Phase4. Execution Phase Event Setup, Execution, and StrikeEvent Setup, Execution, and Strike

5. Follow-Up Phase5. Follow-Up Phase Survey AttendeesSurvey Attendees Send Evaluations to ClientsSend Evaluations to Clients Analyze ResultsAnalyze Results

Sample Event TimelineSample Event Timeline

What is Event Production?What is Event Production?

E ve nt F e as ib iityA n a lys is (S W O T )S ite an d V en ueS e lec tionF in a n cia l A dm in istra tiona n d B u dg e tingH u m an R e so u rceM a na ge m e ntC o n tra c tingE ven t E va lu a tion

E ve nt A d m in is tra tion

P ro g ramD e ve lo p m e ntA cq u iringS p o nso rsh ipsP ro po sa lP rep a ra tionP ro m otio n a lM a te ria lD e ve lo p m e ntA d vertis ing(in c l w e b )M e d ia L ia isonS ig na geR e g istra tiona n d B a d g ingT icke tingH o u s ing(co n f o n ly)

E ve nt M a rke tin g a ndP u b lic R e la tio ns

A ssessm e nt a ndC o n tro l o f R iskC re a tin g E m e rge n cyP la nsO b ta in ingL icen cesa n d P e rm itsO rg an iz ingE m e rg e n cyS e rv icesA n a lyz in g a ndO b ta in ingS e cu rity S e rivcesA d d ress ingIn sura nce a ndL ia b ilityIssu es

R isk M a n a ge m e nt

C a te ringT ra nsp o rta ion

E n te rta in m e ntD e co rL ig h tingA u d ioA -VS tag ingT e ntingS p e cia l E ffe c tsE le c trica lP o w erH V A CS a n ita tiona n d W a s teC o n tro lR ig g ingF e nc ingT e ch n ica lD ire c tion

P ro du c tion

O n -s iteM a na ge m e nt

E ven t Co o rd in a tiona n d O pe ra tio ns

Event Management Task MatrixEvent Management Task Matrix

Event Administration

Marketing and Public Relations

Risk Management

Coordination and

Operations

1. Concept and Proposal Phase

a. Preliminary Research and Preparation

Feasibility Analysis Event Manager

Site and Venue Selection Event Manager

b. Initial Event Design

Budget Preparation Event Manager, Producer, PR Manager (?)

Proposal Creation Event Manager, Producer, PR Manager (?)

2. Marketing and Sales Phase

Sale of Sponsorships Event Manager, PR Manager (?)

Advertising and Ticket Sales Event Manager, PR Manager (?)

Event Go-Ahead Decision Event Manager

3. Organization and Coordination Phase

Recruit Volunteers Event Manager, HR Manager (?)

Organize Staff Event Manager, HR Manager (?)

Contract Suppliers Event Manager, Producer

Accept Registrations and Reservations Event Manager

Assess Risks Event Manager, Producer

Obtain Licences, Insurance and Permits Event Manager, Producer

Commence Production Coordination Event Manager, Producer, PR Manager (?)

4. Execution of Event Phase

Event Setup Event Manager, Producer

Event Execution Event Manager, Producer

Event Strike Event Manager, Producer

5. Event Followup and Evaluation Phase

Survey Attendees Event Manager

Send Evaluation to Clients Event Manager, Producer

Analyze Results and Conduct Post-Mortem Event Manager, Producer

General Responsibility Area

Task Person Usually Responsible

Exercise:Exercise:

You have been given the task of You have been given the task of preparing and delivering (in person and preparing and delivering (in person and in writing) a major creative proposal for in writing) a major creative proposal for the production of three different incentive the production of three different incentive events for an important client. Think events for an important client. Think about and then describe all the skills you about and then describe all the skills you require to complete this task require to complete this task successfully.successfully.

Who is the Event Producer?Who is the Event Producer?

DefinitionDefinition Skills requiredSkills required Habits of effective producersHabits of effective producers