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Event Planning – 2013-2014

Event Planning Project Template:General Outline with direction and commentary – This will be the template that we will use to complete our Event Planning Project. Use this guide throughout the year to complete this assignment. This will be an assignment that will be completed throughout the year in addition to our duty to run and operate the Coffee Shop. This assignment will be done over the course of the entire year and will require that you allocate your time wisely to be able to complete the individual assignments and the overall assignment in the time frame allotted. I will develop a time line for turn-ins for each of the various sections. There is a detailed section and overall rubric to guide you as to what I am looking for in terms of your work product. Please use the rubric to assist you in giving me what I require.

1. The Anatomy of your Event:a. Special & Social Events – Define your idea, pick what it is that you intend on doing

and move forward from there. Clearly isolate what it is that you want to do. Don’t waiver from your intent here. Be definitive and omit the ambiguity. Don’t be confused and establish exactly what it is that you plan to create. It is sometimes possible to incorporate a few well-thought out events that work well within the confines of each other, however, it is best to focus and be selective in how you will focus your idea. It may be possible that you will plan an event that has nothing to do with anyone other than yourself. For example, you may plan a wedding – your dream wedding. That said, this event of your choosing, once chosen, must be realistic in scope, design and execution. Your event can range from an anniversary to a political rally. Of course, there are a multitude of possibilities. You could chose to plan an event that closely aligns with your favorite pass time. For example, you may be a total Star Wars fanatic; maybe you would like to plan your own Star Wars Convention. In this regard, you have been given Carte Blanche and the sky is the limit. Assume money is not an impediment and you have the funds to design your event without limitations. This will ease your pain in terms of what you can do and what is just not possible. This is your moment to be creative and shine.

b. Business & Educational Events – This is very typical in industry. Businesses, corporations, entities, municipalities, governments, school districts and the like all have the occasional need to meet. This means that if you so choose to move in this direction, you will have to look at your event from this perspective entirely. These types of meetings are typically not open to the public and they primarily are geared towards those that are associated with the organization putting on the event. For

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example, you might see peers, clients, vendors, competing businesses, trade people and customers of the organization sponsoring or putting on the event.

c. Why People Meet – What is the intent and purpose of the meeting, or event that you choose? Is the intent to generate hype, make money, promote upcoming releases of new products, and reward employees or to just tie the knot? Define why it is that your chosen event will work. Is there a bona-fide need? Is this event designed to celebrate, educate, inform, sell, and announce a new development or product offering? There are many reasons to meet, why will people come to your event, what is the intent?

d. Identifying your Participants – who are the target audience for your event? This may be a simple task to identify if you are simply going to plan a wedding. But, if the proposed attendees for your event require a bit more defining, you will have to articulate your process to find, promote to and invite the intended target audience. There are obvious reasons for those, you need to clearly state why.

e. Location Options and Requirements – Location, location, location. As with most endeavors, location is key to the success of the intended event. A poorly chosen site will kill any chances of success. On the other hand, a well-chosen site or location for your event will serve the purpose well. Perhaps you are planning some sort of incentive award for key employees. If, you (unwisely) pick Pahrump as your intended site for your incentive event, you will probably be met with nothing but disdain. However, on the other hand, if you pick some exotic location as the incentive, you will find that those you wish to target will be more receptive to doing what it takes to “earn” the reward. Make sense?

f. Fundamental Elements of your event – items such as the vision, goals and objectives, participants, agenda, budget, timeline and operational aspects of your event need to clearly outlined and cast in stone to work. You need to develop a working knowledge of exactly what you intend to develop in terms of your event. You need a plan, there needs to be direction. You can’t be ambiguous and you have to be focused on your vision. Otherwise, those that you expect to execute your plan will never be able to see what it is that you see. The road map needs to be set and there must be a clear set of instructions for guiding those that will make things come together. Everyone needs to be on the same page.

g. Choosing Environmental Standards – everywhere you look nowadays, the focus is on renewable resources and “green” technologies and processes. The likelihood of being able to objectively met and exceed green initiatives is a primary focus in business today. Everyone wants to do the right thing and protect the environment. This is especially true given industries, businesses, or even individuals who are not typically known to be “green” An example would be the oil industry. More often than not, this industry is better known for soiling the environment rather than respecting and not abusing it. So, for these types of organizations, it is critical for them to “NOT” be portrayed as the abuser. Your environmental considerations will relate to just about every possible type of event. Leave no stones unturned. Look at

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what it is that you want to do and simply insure that there are no environmental harms being committed by your event. Name any environmental concerns you may have and define how you will mitigate them.

2. The Big Picture:a. Defining your Vision – what is it that you intend to do? Define what you envision as

clearly and concisely as possible. Make your vision “pop” to anyone that you relate to. Key employees must “get” the vision. The clearer it is that the vision is articulated; the more likely the end result will be as you want. The more visual you can make your event during the planning stage; the more everyone will be on the same page and ultimately be able to deliver as you would. That is unless you plan on doing everything yourself. If, you expect others to do your work and make your vision come to life, you have to be clear, direct, articulate and to the point. Drawings, demonstrations, Pod-casts, detailed sets of instructions, Standard Operating Procedures (SOP’s) will all help in providing key personnel with the means to deliver your standard. Articulate your Vision.

i. Setting your Goals and Objectives – State your goals and objectives. What is it that you intend to accomplish? Why are you meeting, what is the get-together all about? Name these objectives. Be clear and remain focused. Say what it is that you would like to see happen. Give direction and be very pointed in what it is that you wish to see happen. Give explanation and give others an opportunity to see what it is that you wish to happen. List these goals, define them, and explain them. Leave nothing to chance; make these as specific as you needed to insure everyone gets the big picture. All of your goals have to measurable. For example, if you simply state that your goal is to be profitable, how will you measure this? On the other hand, if you re-state the same goal as desired profit is to generate a 20% ROI after all expenses are netted out, now, this goal can be measured and success or non-success can be assessed.

ii. Setting Financial Goals – Obviously, if you are planning a wedding or quinceanera the overall goal is not to make money. However, if your event is designed to generate funds, explain how this will be accomplished. What is the focus, how will you insure the maximization of profit potential? What safeguards will be built into the system to guarantee that revenues will be generated in the amount projected? Does your event have to generate a profit? Is this a primary consideration? Will the outcome not be as successful if profits are NOT realized? Will you need outside funding to actually engage in your event? Where will this outside source of funding come from? What about Return on Investment (ROI)? How will the ultimate profits be split? How will seed money be re-paid?

iii. Identifying your Potential Participants – Your participants are key to the success of your event. Picking or attracting the “right” target is crucial to

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the success of your event. Being at the right place at the right time is critical. Location is integral to success. Being right is important. Knowing your audience is so vital, that it is almost laughable to mention. That said, the more you understand who it is that you want to attract, the better your eventual results will be. There is no substitution for picking the correct target audience. Who will your participants be? Why? Name them, and identify why they are key. Are there multiple possible key groups of participants? Explain why? Define each and any possible relationships that may exist.

b. Planning Sessionsi. Designing the Session – Anyone and everyone that should be present, must

be. The initial meetings during the planning stages of any event are critical in insuring that the end product meets the demands of the participants. All hands on deck, is key. Getting everyone on the same page from the very outset of the planning stage is imperative. Who are these critical players? Why is their role significant? Name these key players and why they play such a significant role. Is cross training possible, does everyone need to know how to multitask? Why is this beneficial? Is it overkill? Or, is there truly a benefit for key employees to have multiple perspectives rather than just one? If, the answer is yes in some cases, define these. Explain why too much is also not an answer. Why would it be a better decision to micro task rather than macro task? Micro tasking is breaking down every function in basic elements. Like McDonalds making burgers, typically several people assemble the burger. Is this definition or refinement of process needed?

ii. Time Frame for Meeting – When should key planning meetings take place? Why did you pick these times? Is there any rhyme to your reason? Explain this process. Explain why meeting for planning needs to be timely. What happens if this is not the case? What will you do to insure that you meet and everyone else that is required to attend will be able to do so? How many meetings are required, what sort of information is to be shared and when? Who is responsible for running the meetings? Will several key players take charge, or will it be left up to you? Explain this process.

iii. Roles and Responsibilities – why is this necessary? Why should your staff have an explicit role? Is there a problem with being creative on the fly? Do you want your staff to be empowered to make decisions? Is there a downside to giving personnel the ability to make decisions in your absence? Is there benefit in doing this? Is there a problem with doing this? Explain both sides of the spectrum. Articulate both. Is outsourcing an option? Why? Is there any benefit? Explain how, if any benefits exist. If, you are the boss, the visionary, the ultimate decision maker, how will you mange

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delegation of authority? Can you? What is each person responsible for? What do you expect from them? How will you hold them accountable? How will you measure their performance and insure that they perform their duties as expected?

iv. Creating Timelines and Checklists – these are all about accountability and being on time. Who is responsible for what and when will every task be performed? Some tasks need to happen before others. Why? Name these. Give a detailed sequencing of items of concern and why they need to happen as planned when planned. Why do we create checklists, what is their purpose? How do they simplify the overall process if at all? Is it smart to create lists just for the sake of creating them? Or, will you create lists and adhere to them? What happens when deadlines are not met? What are the contingency plans in place? Who will insure that noteworthy and crucial elements of the timeline are met? Who takes the fall? Explain this overall process. Create a timeline/s and any applicable checklists that will facilitate your event? Give a brief description if necessary. Be realistic in setting time/s, creating a timeline MUST be realistic. In other words, don’t just create a timeline for the sake of creating it. It has to be! If, you can’t stick to your timeline and it is unreasonable, you will only defeat the purpose.

c. Financial Considerationsi. Creating a Budget – define your budgetary parameters. Stick to your budget

within reason. That said, you never want to cut your nose in spite of your face. In other words, if it makes sense to spend a little more in the planning stages of your event, then make that decision. However, don’t spend just for the sake of spending. If, the overall goal of your event is to generate a profit, then not meeting your budgetary goals will surely impact your ability to generate a profit. Be clear and concise, be definitive. Be realistic – be sure to incorporate contingency (what if) money. It is more prudent to be less aggressive in setting your budget just for this mere fact alone. Unless, you have done the same event many times over, you will never be able to anticipate all variables. Create your budget; include all aspects of your event. What do you predict it will cost? Where will you gather this information? Is it reliable? Can you be sure? Again, be realistic -

ii. Revenue/Income Potential – how will you generate income? Will attendees pay to attend, or will admission be free? Can you incorporate a combination of both strategies? Will allied sales be significant? What will those sales be? How about the extras? (NOTE – people don’t like to be nickel and dimed, better to charge more up front than to hit participants will all sorts of hidden charges. I.e, airlines) How will profits be measured? What will you consider to be successful? When will you realize a profit? What will your break-even cost be? How will you determine this? How will you measure costs? What

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will the metric be? What about fixed costs? Will there be variable costs? Identify these costs, and identify your potential to generate income.

iii. Sponsorship – what are the benefits of any of obtaining a sponsor? How will you solicit them? What is the connection between your potential sponsors and the target audience? You must be able to provide potential sponsors with access to the target. They need to be able to justify costs and expense with the ability to solicit potential future customers. The relationship must exist. Your potential sponsors must also identify with the same target as your event. Identify potential sponsors. Why do they fit? How can you bend the target to fit their needs if the match isn’t perfect? Explain how this sort of mutually beneficial relationship can benefit both or multiple partners? Explain how the sponsorship benefits the sponsor from the perspective of generating positive image for their brand. How about celebrity endorsement? Explain any possible celebrity champions that might fit the target market’s taste. Explain in detail how writing a big fat check to the organizers of an event benefits the sponsor. Explain why it is so important for them to be seen at the time of the actual presentation. Make this connection; show me that you understand the significance of this process.

iv. Expenses – define both the fixed, variable and sunk costs to operate your event. Explain when and how the costs are variable, explain the correlation. What sunk costs (Costs that must be spent, typically, these are one time expenditures. Almost always spent in the beginning of a venture) exist and how do they impact the financial potential of your event. Create a detailed accounting of these costs. I want to see you think through all costs. Be sure to be thorough. Cite your sources if your numbers come from an outside source. (HINT: look at other events that are similar, look to see if you can determine costs from their disclosures. Many private events will be difficult to ascertain these costs, however, in the case of events that are run to generate income or a profit, these costs should be a matter of public record. The key is to figure out where to look. What is your break-even point? How many participants will it take for you to cover your costs? When will you realize a profit? Is this number manageable? Is it realistic? Can you justify the number needed to match this point? If, your aspirations and goals are too lofty, now would be a good time to adjust your sights. Maybe, downsizing is in order.

v. Accounting – the old adage comes to my mind with this section. Figures don’t lie, liars figure! Don’t skimp on developing a professional advisory staff to help maintain proper accounting control. In the case of an external or even internal audit, it is imperative that the books be sound. It is also wise to include an accounting professional on staff if the event becomes an on-going endeavor. However, the accounting needs to be appropriate for the

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type of event being conducted. How will you address the issue of accounting? Will you employ the services of a CPA? Will you use cash or accrual accounting? Each method has its own advantages and disadvantages. If, the event is to remain small, maybe working with a small cash box with a folder to contain receipts will suffice. You will need to pick which method is the most appropriate for your event. It is also imperative to maintain the proper records for the I.R.S. (NOTE: ignorance is not a viable defense in the eyes of the law – so therefore, you will need to comply with any and all tax laws that pertain to your event in order to satisfy the taxable liability you create through the operation of your event). Trust me, if you generate revenues, you will have to report those revenues in a satisfactory manner. If not, you may experience an audit. These can be lengthy and costly. If, it is determined that your accounting methodology is not considered sound for your event type, your accounting will be scrutinized and put under the microscope to insure no impropriety has occurred. This is one section of your event planning process that needs to be well thought out. Whether you employ the services of an accountant, EA, or an on-staff accounting department, your books must reflect your event’s revenues and expenses accurately. Be prepared to justify your choices when it comes to accountability with your event.

3. Greening Your Event:a. Planning For the Environment – every aspect of the event planning industry has an

impact on our environment. We influence just about every significant industry in one way, shape or form. Travel, lodging, food & beverage, entertainment, convention facilities, hospitality are all affected. Local, regional, and even entire states and countries rely on the income that is generated to fuel their economies. Our own state is extremely reliant on event planning as an adjunct to the gaming industry. Conventions will millions of attendees yearly visit Las Vegas and inject vital cash inflows into our state and local economy. It is therefore imperative that as event planners, we plan our events with being green minded in terms of the utilization of resources.

i. What is Green Planning? – Thinking in terms of impact to the environment. Look at ways to lessen your event’s effect on our environment. Do business with other businesses that think green. Try to use renewable resources, minimize your event’s carbon footprint. Make sure you will look at ways to protect and even preserve vital and precious resources. For example, if your event includes an incentive trip to dive on the Great Barrier Reef, make sure you include some sort of pre-training for your participants that show the benefits of preserving the environment by being environmentally conscientious. The key is to think long term and not just think in the immediate future. This is imperative to insure the long term viability of the

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earth’s vital resources. Another example would be to think of transportation in mass rather than individual modes of transportation. Make it fun, make it a game, give your event’s participants an alternative that saves or reduces the impact on the environment. Give examples of how your event can be “greened.” Explain how going green can actually pose a positive impact on your event. Look at your event through a different set of lenses. Look for various ways to improve your event’s impact. The beauty of this is that this can also be a marketing tool and selling point. There are many groups that look towards being environmentally friendly. Being a part of this group opens many doors to potential participants. Many of these same people are willing to spend more money if the result is a greener one.

ii. Think Locally – support the local economy. Use resources that can be sourced locally rather than shipping everything in. Of course, there are limitations to what you can do in a remote location versus being in a metropolitan site. However, sometimes the rustic nature of the event can actually work to your benefit. An event that includes an overnight luau supports local artisans, local growers, local resources and is minimally invasive versus flying in exotic resources that mean little or nothing to the flavor or feel for the event. How can you plan your event using local talent? Can the resources needed to host your event be obtained locally? Can you change your thinking to include being more friendly to your local environment. For example, does it make sense to fly in Maine lobster while hosting an event in California? Doesn’t it make better sense to use locally caught or harvested resources such as salmon or crab? Think and offer ways to make a lesser impact on the environment. Remember, every detail of your event can make an impact. Show me that you are thinking along these lines. Give me a detailed plan that shows that your event will not be invasive and on the contrary be environmentally friendly. Lastly, if your event is going to be an on-going endeavor, supporting the local economy will go a long way in securing sites, booking rooms, reserving facilities and so on. If, you need the cooperation of local government for permitting and licensing, the city fathers will be more likely to support your event if they know that you will support their economy by utilizing local farmers, growers, artisans, tradespeople, craftspeople and so on. Think long term, rather than just the immediate future.

iii. Is a Meeting Necessary? Describe any alternative means of delivering your message, thoughts, ideas and the like. Is it really necessary to bring together your entire sales force to convey a new marketing campaign? Is there a better way? With today’s better technology, teleconferencing may be an alternative to flying an entire sales force to another location. This may not be the wisest use of available funds. How can you lessen your event’s impact by utilizing today’s technology? Explain how you will reduce the

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carbon foot print of your event through the use of teleconferencing, webinars, video streaming, podcasting, live online demonstrations, etc. Is there a better way to get your message across to those that need to get it?

iv. Setting Environmental Standards – What will you do in order to establish standards? Where will they come from? How will you pattern your green initiatives? Why will you pick what you pick? Possibly to keep up with industry? What will be your determining factors? A good starting point would be to look at the industry. Look at similar events and see what it is that they do. Then, do your best to one up them. Do it as a means of differentiation. Do it to produce selling points. Remember, in marketing, we call this a USP or Unique Selling Proposition. How can you make yourself look better in the eyes of your target audience? For example, if you have any input on selecting a city to host your event, pick one that will facilitate travel for the attendees. Pick the city based on how easy it is to source materials. One in which the cost to transport, move, source, select and obtain materials is the most cost effective. Does the city of your choosing have adequate or exceptional mass transit? Look at Las Vegas for example; mass transit is very sparse at best. Yes, we have CAT – but, in essence, moving a mass of people from location to location is not an easy task. San Francisco on the other hand is more transit friendly. There are several means of transport within the city that are less difficult to negotiate. How about lodging? Have you noticed that many newer hotels are really pushing green for more than just the trend? Many hotels are realizing huge savings by utilizing green initiatives. An example would be in the cleaning of laundry. Many hotels now only change the linens every second or third day, unless otherwise requested. The time savings alone in housekeeping costs is significant. Add to this the cost of laundering, and one can easily see a substantial cost savings in water, detergent, softener, labor, etc. Look at items such as food and beverage, for example, purchasing food and beverage products in bulk. Buy in such a way as to minimize packaging. Get away from bottled water unless absolutely necessary. Not only is this practice cost effective, but the environmental impact is considerably less. This is especially true given the effects on the environment of plastic. The entire process wastes resources and the time it takes to decompose is ridiculous. Yes, there are manufacturers that are looking to create plastics that biodegrade at a greater rate; however, the cost of these materials is simply far too expensive. Better to deal with venues that can provide quality water in bulk without the impact on the environment. Incorporate this sort of thinking into your event. Find ways to become more environmentally fiscal. Give me your thoughts and ideas on this topic.

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v. 1o Easy Steps – 1. Create standards – expect those that you work with to adhere and

follow those standards. 2. Use Technology – use methods that lessen environmental impact

such as “going paperless”3. Pick locations that are easier to access, closer to attendees and so

on.4. Practice the 3 environmental R’s – reduction, reuse, and recycle5. Use products that easily sourced in bulk – sugar, salt, pepper,

condiments and so on.6. Use less – patronize hotels that are committed to being green.

Linens washed on demand, bulk shampoo and hand soap, R.O. water in guest facilities and in rooms.

7. Provide Healthier eating choices – offer less processed foods, source food products locally to avoid transportation costs and impact, include seasonal products that are readily available rather than exotic food offerings that are more difficult to source.

8. Use recycled products – the largest single expense at many events is the use of paper products. We are a country of excess; even our toilet paper has to be fancy pants. Other countries have no problem producing toilet paper made from recycled paper products; after all it makes sense doesn’t it? However, acceptance is the biggest issue in this country. So, if people are not willing to utilize recycled toilet paper, perhaps they are less resistant to using recycled paper for their printing needs. Purchase in bulk, use environmentally friendly inks. Print on both sides of the paper. Use Smart board technology to convey messages electronically rather than simply printing up brochures, programs, flyers, three-folds, business cards, etc.

9. Save energy – use facilities that are energy wise. For example hotel rooms that are wired to automatically shut off air conditioning when the windows or sliding doors are left open. Air conditioning that shuts off if the occupants are no longer in their rooms. Lights that are set to photo cells. No movement, no light. Encourage and patronize facilities that use LED or fluorescent lighting rather than conventional incandescent lighting.

10. Share your accomplishments – let everyone know that you have been effective in accomplishing your green initiatives. Like-minded people will gladly rejoice and patronize you based on your efforts to preserve vital resources.

Now, give me your best efforts are conserving the environment, how will you make an impact? Give me your own application to

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the 10 steps listed above. Show me that you can make a difference and that you are fully capable in thinking outside the norm to give relief to our environment. After all, we are the Earth’s custodians; we need to insure that our planet will survive for future generations.

vi. Travel Ideas and Considerations – look at measures such as carbon offsetting. (Look it up) explain the concept and how you could also incorporate it into your event planning. Really evaluate the environmental costs associated with travel, how can you make a difference? Other ideas?

vii. Event Awards and possible Certifications – gain endorsement through certification. Show like-minded people that you are committed to preserving the environment. Endorsements and certification can not only benefit your event financially, but the environmental rewards are also significant. Look into the possibility of tax incentives and breaks based on sound conservation practices. Are there any?

viii. Green Venues – Share the wealth by encouraging venues to also practice green initiatives. Give them feedback; let them know that you are only willing to utilize venues that think in terms of conservation. Trust me; the more people that insist on this, the more likely these changes will come about.

ix. Sharing the Results – be proud of your accomplishments. Blow your own horn, tout your successes. Show off your certifications and advertise your commitment.

4. High Level Logistics:a. Getting Specific in Your Design

i. Choosing the “Right” date – Picking the “right” date is an important factor is determining the success of any event. Of course, if yours is an on-going event that takes place frequently, then picking dates may not be a simple task. However, if you picking a date for a single date event, picking a date becomes even more important. This is especially true if working for clients. Speak to your customer; ask them if they have any preferences. Will the event take place indoors or out? How about the climate in the geographic area. Think outside of Las Vegas, there are actually parts of the U.S. that have more than two seasons. There are also times of the year that are more typical for specific events. For example, spring is a common choice for brides to be. Be wary of the typical weather in your event’s location. Look at the possibility of conflicting events in the same geographic area. For example, if you are planning an event in Las Vegas during the C.E.S. convention, just about every planning decision is made even more complicated. For example, getting a taxi during the Consumer Electronics Show is next to impossible.

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So, if your event is being slated during this time frame, special considerations will have to be made to accommodate attendees. Perhaps the solution is to simply lodge the attendees in a hotel within close proximity to the venue. Simple right? Wrong! How will you pick the “right” date? What exactly is the right date? What factors are considered in determining the right date for your event? Is there really a right date? Can these decisions be made with some sort of precision? The answer is up to you. Show me your justification in picking the “right” date. I want to see your rationale.

ii. Choosing a Destination – Your destination has a lot to do with the eventual success or failure of your event. No one and I mean no one will attend your event if you pick some random location with little or no attraction or feature. People want to visit places that are NOT identical or common. They want something different, someplace that offers more than what they are accustomed to under normal conditions. People like beaches, ocean, and frilly drinks with umbrellas, fancy accents and exotic foods. Picking a location doesn’t have to be difficult, but certainly, the location needs to appeal to your target audience. Make your destination interesting, make it relevant, meet your own expectations and fit your standards. Don’t compromise on location unless your event has a flexible clientele. You don’t want to ask the impossible of your attendees. Don’t expect them to go out of their way just to accommodate your agenda or your budget. Your primary directive is to appease your attendees. They have to be satisfied with your offering. If you fail to do so, your potential attendees will simply find an alternative event that will suit their needs. If anything, don’t skimp on location. Give your attendees a location or destination that will please them. You can always find other ways to economize and cut costs. Show me your process in picking a destination. Don’t just randomly pick a destination simply because it sounds good. Lots of destinations sound good, the key is to find a destination that is right. Pick your destination and give me a detailed accounting of why your location is right.

iii. Choosing a site – you can get the date right, select a great destination and then not be able to find a venue that will suit your event. There has to be accommodations suitable for your event. Everything else may fit, but if your destination lacks a proper venue, again, your event potentiallywill perform poorly. Some events simply outgrow their destinations. In this case, it means going back to the drawing board and going through the selection process yet again. I suppose in the grand scheme, it is most difficult to find a suitable venue versus all other factors. For example, it is easier to pick a great destination. Finding a suitable venue is not as easy. First look at overall capacity. Will the venue house the approximate number of attendees you anticipate? Does the venue have the facilities that you

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require? Meeting rooms, A/V equipment to meet your needs, catering for your attendees, casual food options for those in-between meal snacks. Is the venue close to lodging? Is mass transit available for moving your attendees? Is there suitable infrastructure to accommodate the needs of your event? Does the ability to pull off your event exist, or are you being over-promised? You have to be realistic in picking your venue. If, you compromise, you better be prepared to field the complaints that will ensue. Again, meet the needs of your attendees or face the music. Detail your process in picking your site. I want to see your justification.

iv. Site Inspection – venue coordinators should be more than willing to invite you and or your team to inspect the proposed site. It is normal and customary to do so. In fact, you should be highly suspect if you are not invited to tour the facilities in their entirety. Don’t compromise on vital issues like capacity. Don’t skimp on infrastructure or facilities within the venue. Look at parking, restrooms, meeting areas, lobbies, waiting areas, public areas, food preparation areas, kitchens and so on. Make sure that the venue is able to deliver on its promises. The end result will be much more pleasant if there are no discrepancies in exactly what is expected versus what is delivered. If needed, make a surprise inspection without notice. Just drop by and ask to tour the property. Of course, you may meet some opposition to this request, but how better for you to actually see what happens behind the scenes then when you come without notice? A planned tour will always give the venue time to shape up or even worse clean up. At a minimum, I would demand a visual inspection of the cooking facilities. I want to inspect the cleanliness of the venue at all times, not just when they expect me. If, you are met with opposition in simply seeing the cooking facilities, I would think twice about selecting the venue. How will you select your venue or site? What factors do you find to be more important than others? Why and how did you pick your criteria? What was your process? Give me a detailed accounting of how you selected your venue. Don’t give me basic, I want to see you dig and give me meaningful rationale versus “Oh, I think the décor is nice”

v. ADA – First off, I would like you to research the ADA and give me some historical background for the enactment of this federal legislation. But, let me warn you in advance, I did a semester project on this topic in my Law & Ethics graduate course, so please, show me that you actually did your homework on this subject. Now, detail why compliance with the ADA is critical for your event. If, there are issues with compliance, explain how you will mitigate the effects of this.

vi. Outdoor Sites – These can be challenging, especially if picking a single date in the future. Weather can be a huge factor in the selection of an outdoor venue. Look at electrical requirements and facilities. Will generator units

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fulfill your electrical needs? How about licenses and permitting? Will you require any special use licenses or permits based on your event? What about security? Remember, hosting your event outside poses its own set of challenges. Challenges that typically do not exist when utilizing a free standing venue where most of the special considerations for an outside location do not exist. What about food preparation? If, you are looking to host an event where a BBQ is not appropriate, you might have to change your mind in regards to site location. Remember, picking an outdoor site is challenging, however, some events lend themselves nicely to an outdoor venue. Concerts work well outside. Sporting events and physical activity events also work well outside. In fact, some events simply do not work indoors at all. However, with technology, we are seeing more and more typically outdoor activities being housed indoors. For example, the world’s largest indoor skiing facility is located in Dubai. Imagine, skiing indoors while the temperature outdoors is a blazing 115 degrees. Look at the various factors that complicate picking an outdoor venue. Other examples that work well indoors are truck pulls and motocross racing. Many venues have the ability to host a rodeo style event by day and ice hockey game that same evening. Venues are much more flexible today than they have ever been. State of the art facilities are popping up all over the world. So, give me sound rationale for picking an outdoor venue if not absolutely necessary.

vii. Choosing Speakers – credibility is a huge factor in picking guest speakers. They have to be relevant, current, notable, recognizable and meaningful. In addition, they have to have a message that relates to your target. Otherwise, you are just spending money to put a face in front of a mic without rhyme or reason. Key note speakers can electrify or kill the mood of your event. Personal endorsement is always a help. People relate to other people. Especially those with a meaningful message that is connected or associated with your event. However, it makes no sense whatsoever to pay for a speaker that has little or nothing to do with what your event is all about. For example, I see no rationale for inviting Paris Hilton to speak at a convention regarding clean and simple wholesome living. Paris Hilton’s entire life speaks of excess. Her presence might attract a crowd, but certainly not captivate them. Paris Hilton is better suited to host a Las Vegas style New Year’s eve party. Being there would entice others to attend to merely see her; on the other hand, one would hope that she doesn’t open her mouth. This would surely spoil the mood. Who would you pick to be a guest speaker at your event? Why would you choose them? What significant message can they deliver that will promote your event’s theme. What do they bring to the table; will their presence affect the bottom line of your event? Or, having them there a break even proposition at best? Please

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explain your rationale in picking that guest speaker. Why is their attendance crucial to the success of your event?

viii. Choosing “appropriate” Entertainment for the occasion – If, you are planning a Turkish wedding, then engaging the services of a belly dancer is perfectly acceptable. On the other hand, having a performer portray Godzilla at a child’s birthday party might not only offend some, but more importantly scare the attendees. The entertainment options must match the taste of those in attendance. The performance should be suitable for all ages if a younger audience is present. The same holds true on the converse, if your event is a scary Halloween style haunted house, then you most certainly would not hire performers dressed in a Barney or Sponge Bob Square Pants outfit. The entertainment must match the audience. Another odd choice would be to engage a cello quartet at a high school reunion. That is unless you are celebrating or planning for a 50-year reunion. Make sense? Give me your entertainment options. Why do you feel that they are appropriate? What is your justification? Are there better choices? How so? What do you think is appropriate?

ix. Signing the contract – engaging the services of paid entertainers will also include its own special set of variables. For example, some artists have some quirky tastes, likes and dislikes. For example, some entertainers will request crazy off-the-wall things such as providing them with only red M&M’s. Even odder, Barbra Streisand refuses to allow hotel staff to look her in the eye. They must look down while speaking to her and not permitted to look at her directly even when addressing her. This may seem simple, but, the more extravagant the entertainer, the more complicated they can be. As another example, my mother used to be the executive secretary for the producer of the Casino de Paris show at the Dunes Hotel back in the day. Twice a year, the venue that housed the show would go “dark” for purposes of cleaning up, re-vamping, or re-tooling the equipment for the show. During this down time, the show would engage the services of entertainers that did not require the full use of the venue and still allowed for the property to provide an entertainment option to the property’s guests without disrupting the upgrading process that took place within the venue by day. Sadly, the entertainer the hotel hired during this particular down time was quite demanding. I personally answered the phone at all hours of the evening for my mother. The woman on the other end of the phone would make some odd requests of my mother in the middle of the night. Suffice it to say, my mother dealt with some odd behavior and even odder demands. That said, entertainers present their own set of peculiar challenges. As a promoter or event planner, you too will face similar challenges. Who would you pick to entertain at your event? Why would you pick them? What is it that they have to offer that will compliment your

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event? Does the entertainment offering fit the wants of the target audience? How do you make this distinction? Are you sure? Give me your process.

x. Creating an Agenda/Timeline – give me the beginning, middle and end of your particular event. Give me the logical progression of activities. The timeline you create is the roadmap which guides event staffing to control the pace and timing of what needs to happen on a daily basis. This is turn, becomes an agenda or timeline that could possibly break down times even further. And, in the case of a well-orchestrated show, or presentation, the timeline could be broken down in even smaller time periods. For example, the Grucci family that hosts the majority of all fireworks displays in the country time their events by fractions of a second. Yes, that complex fireworks display is timed down to milliseconds. Everything is timed and choreographed to insure the maximization of effect. Now, does your event require such precision? Is it really necessary? Does it make a difference? Will your attendees notice if the timing is off? How will you gauge time? When is time a factor and when is it not? Detail this to me; I want to see your process. Your timeline will also facilitate several operational functions such as staffing. If, you have a meal period planned during a certain timeframe, your staffing levels will have to be adjusted to reflect the increase in event attendees. Of course, considerations such as event security will be impacted based on the number of attendees at the event during certain activities being offered. Food servers need to be available during peak periods. Additional staffing for clean-up need to also be available during peak event periods. There is nothing worse than not being able to service the needs of your attendees. Restrooms are a primary concern. We have even seen this during our own events that we host throughout the year at NWCTA. Our restrooms adjacent to the banquet hall are frequently in need of servicing during large events such as the CTE conference or the First Tech Challenge. However, we lack the staffing needed to stay on top of the restroom needs such as an adequate supply of hand soap, toilet paper and paper towels. What are your staffing needs? Are their peak periods that require additional staffing? When are these periods? How did you pick these periods as being peak? Give me the details.

b. Creating the Atmospherei. Room Set-up – given the type of event you are hosting or planning, the

room set up will need to conform to what is expected by the target audience in accordance with the typical event of the same type. The room is sort of the template to set the tone and the mood of the event. The décor and the ambiance are clear reflections of the event itself. The intent is to project the intended meaning or desired effect through the room set up. A proper set up will lend itself well to creating the ultimate vision of the event. If, the

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room is not well thought out, many problems may occur, last of which is just not setting the mood or the tone. The room has to flow; movement needs to be either implied or explicit. Some areas need to be trafficked differently than others. For example, if your event requires the movement of attendees through buffet lines, the logical progression through the lines must be very explicit. If, the intent is to utilize both sides of a buffet line, this needs to be obvious. If, food is housed on both sides of a buffet table, people need to see that this is the case, otherwise, thy will simply queue up on one side and the lines will only move half as fast as intended. This is really only an issue if the purpose of serving meals buffet style is move a large quantity of people. Smaller groups will not have this problem. Sometimes speed is not an issue. Sometimes it is. The same holds true for beverage stations. The queue needs to form logically. People need to see the logic in what you expect to happen. If, the attendees do not see the logic, they will simply act how they see fit. In turn, this may or may not work and in fact restrict flow rather than expedite it. Items of interest or of importance need to be placed appropriately. Another example would be a sign-in book at a formal wedding. Logically, this would be placed somewhere close to the entrance to the venue. In this way people will sign the book while gaining entrance to the event. If, the event being held is a conference requiring that large numbers of people be seated, an appropriate number of chairs need to be placed in such a way that everyone can see the stage, speakers and so on. If, the purpose of the event is to see something happening on a stage and the room is large and requires many seats, it may be necessary to place large projector screens to display the stage for all to see even if they do not have a superior vantage point in the venue. The same holds true for sound, if the intent is for all to hear what is happening even from a poor vantage point, then special accommodations need to be made in order to insure proper sound levels can be gained throughout the venue and not just at certain locations within the venue. Decorations should fit the event, maybe flowers need to be in season and in the correct proportions to the rest of the room’s décor. You should create some sort of chart or diagram that depicts the set up for staffing to follow. The more accurate the diagram, the more likely the room will be set as designed to fit the needs of the event. It is also a wise idea to diagram the room to give the customer a chance to reject, accept or modify the suggested set up prior to the actual setting up of the room. This is also an opportunity to have the client or customer sign off on the set up thus hopefully eliminating any last minute changes. The bottom line is simple; it is all about making the room set up work to fit the event. Draw a diagram that will best suit your event. What do you think will best facilitate the flow and design of the room? What do you envision as the “perfect” set up? Is there a perfect set up? Are you sure? Provide a detailed

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explanation of your room design. Show me that you understand the logistics of room flow and logical placement. Lastly describe how the room itself can convey the theme, tone or desired mode of the event.

ii. Registration Area Set-up/Ticket Sales – there is nothing worse than a disorganized registration process. No one wants to wait in a long line. Long lines are bad enough. Add to this being ineffective and disorganized, and the whole mess is just well, you know what I mean. We have had a lot of practice in organizing the registration process. Take for example the selling of tickets for the various NWCTA dances. This process is very similar to the registration process. Remember the time we took to be well-trained and prepared. It all paid off in the end with the final result. Organization doesn’t just happen; it has to be well thought out. Relieving the congestion of waiting and long lines is critical in establishing customer satisfaction. We have all been to Disneyland, so we should all be able to relate. Disney is master at “deceiving” their attendees while they wait in line. Do you think the wrapping around from side to side is just because? There is a valid psychological rationale for this. The illusion is that you are getting closer to the final destination with the constant wrapping of the lines. Envision for a moment what the lines would feel like in Disneyland if they were simply long single lines? You would feel like you will never get anywhere. But instead, by wrapping the lines, you are given the illusion that the line is moving faster. When you think of this logically, you can easily see that there is no difference in the actual wait; the difference is simply a perceptual one. Here is another point in this regard, Disney makes it a point to give you things to look at while you wait, this too, however psychological also distracts you to the point that you forget about the fact that you are actually waiting in a line.

iii. Audio Visual Requirements – what are your a/v requirements? What do your attendees require? Is this easily provided? Do you have what it takes to give your attendees what they need? Maybe, the answer is to outsource these amenities and charge a little extra to cover the cost plus a bit of profit for facilitating the process. Maybe, an investment in equipment is in order. Renting or borrowing the equipment can become cumbersome. And, if you find yourself constantly having to rent the same sort of equipment, then maybe it makes better sense to own the equipment outright. Give me a laundry list of equipment that you feel will benefit your event. Why did you pick what is on your list? Give me the benefits gained by owning this equipment outright. When does owning the equipment benefit you as the event planner?

iv. On-Site Internet Access – our world seems as though it is constantly revolving around information access. The internet has created a whole new definition of being connected. It used to be that the telephone was a best thing around in terms of keeping us connected. Then, cell phone technology

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which gave us even more connectivity. Of course, we have to mention smart phones which gave us the internet at our fingertips without having to use a computer or laptop. And, with the arrival of the internet, we are connected throughout the world. We can converse with people face to face in real time across the globe. In addition, the internet has given access that was not even fathomable 30 years ago. No one ever thought of where we would be today in terms of technology, computing and connectivity. That said, we are a culture that demands the ability to being to remain “in the know” with our connections with each other facilitated by the internet. The internet provides a wealth of resource that was unthinkable previously. At our fingertips, we have access to all sorts of information. Knowing this, we have to decide if this access should be free to all, or should we charge for the access? Remember the nickel and dime scenario; people would rather pay a larger fee up front for service than to be charged for every last possible item. Better to just allow free access to all rather than to charge a per day fee for usage. It seems the trend is becoming more and more about providing free access. In fact, this is more commonplace than before. We need to remain on par with our competition. If, the majority of event planners decide to provide internet access without charge, you will be hard pressed to be the only vendor to charge. People have long memories and even if you only charge a minimal fee, people will certainly hold this against you. Better to not charge at all than to gloat about revenue that will cost you in the long run.

v. Materials and Promo Gifts – why do you think it is important to distribute these items? What is the benefit in doing so? Why do you think it is important to put your name on promotional materials? Think about developing brand. Do you really believe that this sort of item is worth the expense? In terms of materials, we are speaking of programs, agendas, brochures etc. There is a huge cost involved in producing them. Is it really necessary? Does it make sense? Can you think of any ways around this? What could you do in terms of material production that would get the message across without breaking the bank?

c. Food and Beveragei. Knowing your Audience – In terms of feeding the masses, it is imperative

that you know everything there is to know about your customer/attendees. What types of food will work for your event? This is a decision that you must make based on the type of event you are hosting. It is obvious that the type of food will depend on many factors, such as the age, gender, ethnicity, culture of your attendees. Also, equally important is to couple these factors with the event itself. If, you are planning for a rodeo, you can’t expect to

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serve a gourmet meal with any effectiveness. That is not to say that there could be several small groups of people within the overall population of attendees that you might have to serve some sort of VIP dinner. In which case, a white table cloth meal might be totally appropriate. However, the fact remains, that the masses will not be looking to eat a gourmet meal served at a table and instead will probably look for something that can be eaten on the run. Feeding the masses is never an easy proposition. Getting good food prepared quickly and in a timely fashion is very difficult to get right. Thinking in advance makes this an easier process, but, in terms of feeding a large group of people simultaneously, it is never easy. The best plans never really come together as thought. There are always issues. The key is how you deal with these issues. What can you do? From a culinary perspective, detail the steps that you can take to insure a smooth meal service. Explain what might be done to facilitate the process. What considerations need to take place to insure that this happens? From your limited experience, give me your insight and thorough thinking on this topic.

ii. Guaranteeing Numbers – why do we want to guarantee numbers? What is the benefit? How does this impact your bottom line? What measures can you take to insure that the numbers truly reflect the amount of food that needs to be prepared? Why do we demand that we are given a firm number of attendees? Explain this rationale.

iii. Working with the Venue and Caterer – some details are beyond our control. If, instead, we as event planners hold all of the cards, we gain control. Outsourcing gives us many benefits, name them. However, if, we employ the services of another entity to provide food, we have to rely on them to accommodate the needs of our event. There has to be an element of trust and hopefully respect based on previous experience. It is best to deal with a reputable vendor. One with a long established track record. It is always risky to take on a new partner when their history is unsure. Don’t base relationships such as these on cost alone. Doing so if very foolish. If, there is one thing and one thing alone that can make or break an event it is the food. I am the first to say that I will accept marginal food with exceptional service; however, I will never accept great food with marginal service. Service will cover and take the place of a multitude of sins when it comes to food service. Be careful in how you select a caterer. Taste their food; attend an event that they cater. Watch how they perform under pressure. Test them if necessary. Get recommendations and letters of reference. Contact the references; don’t just assume that a letter of recommendation is bona-fide. Never assume anything. Be prepared to do your due diligence or be prepared to face the consequences. Like I said before, food can make or break an event. Crappy food is almost never excused. People will long

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remember a horrible meal over and above all other details. Get the food right – the rest is easily forgiven. Bad food usually is not.

iv. Cost Cutting – be very careful in these waters. There are some aspects of an event that are easily cut without too much impact on the affair itself. That said, there are others that will never be substitutable. Watch where you try to save money. For example, prepackaged single serving foods will always cost more than buying in bulk. Buying in bulk typically will provide economies of scale that will never be present in single serving meals. Think foods that will serve the masses but that are not labor intensive. Scrambled eggs are easily prepared for the masses whereas omelets made to order are not. Meals served family style are easy to plate for many whereas plating for individuals is more time consuming and in turn costly too. Drink stations will save money with labor as well as buffet style meals. The question is, will your attendees take offense or not? Be careful not to cut costs on actual ingredients. Buying fresh seasonal products will reduce costs. If, you are planning an exotic meal service that includes fruits or vegetables that are out of season, be prepared to pay the price. If, you can source your produce and meat products locally, you will invariably pocket the difference between having to source food outside of the immediate vicinity. Transportation costs will significantly add to your overall costs to produce. Breaking down your own produce and meats will also save you money without costing you a dime in quality. In fact, you can actually add value by being in control of the breaking down process. This is especially true in the case of meat products. The more that is done for you in terms of meat preparation, the higher the cost. For example buying whole chickens and breaking them down is a lot less expensive than buying a fryer that has already been butchered. The cost per pound for already butchered poultry is significantly higher than a whole chicken. In addition, you gain pieces or remnants that can also be turned into wholesome food that will extend the yield of your meat by creating the possibility of other food items. When you break down your own chickens, you are left with the carcasses that are easily converted into stocks and soups. You gain all of the vital organ meat that can also be turned into viable food products. Chicken livers sold separately are not cheap; however, when you butcher your own chickens, you gain this additional food source. These can be turned into tureens and mousses that simply by virtue of their French name, sell for big money. (NOTE: food items that are given French names always sell for a higher price than the very same product on a menu given its English name) Example: put chicken liver on a menu and people will rarely order it, let alone pay a lot for it. Instead, call this pate, and not only will people buy it, but they will gladly pay a higher price for it. This is a prime example of utility or value added. The foo foo factor alone allows you to charge a higher price. The same is true with squab. Put this on a menu

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and people will order it and pay through the nose for it. However, if you were to call it pigeon and put this on the menu, people would avoid it like the plague. All of this will help save on the bottom line. Yes, there is more labor involved, but the bottom line is simple, there is a cost savings that will not reflect adversely in the quality of the final product. Lastly, fresh foods almost always will cost less than frozen. And, in this case, the flavor is not compromised. Many food service operators insist that frozen is cost effective in terms of preparation, but, the end result is an inferior product that does not appeal to all. How will you cut costs? What plan will you put in place that will save money without compromising taste? I am sure I haven’t hit all the possibilities. It is your task to develop your own cost-cutting measures. Detail them for me. I want to see your thought process.

v. Alcohol Liability – as an event planner, you need to be able to set limits and control attendees that may be prone to indiscretion and excess. Some states have very explicit laws regulating the sale of alcohol. The key point to focus on is that basically under most state laws, a person serving alcohol can be held liable for the actions of the person he/she serves alcohol to, if the person consuming the alcohol acts inappropriately and breaks the law. This is typically geared towards drinking and driving. So, as the promoter of an event that serves alcohol, it is important that your staff understand the serious nature of selling alcohol to someone that has consumed more than the legal limit provided by the laws of the particular state. This is a tough call to make. As a person in the hospitality industry, the last thing we want to do is to say no to our guests. However, it isn’t in any one’s best interest to allow someone to drink to excess and to the point that they become dangerous to themselves and others. Give me an example of what you might expect your employees to say to someone that is obviously drunk and certainly shouldn’t drink any more. Also, develop a standard operating procedure that you require your staff to adhere to in regards to the consumption of alcoholic beverages by attendees.

d. Marketing your Eventi. Promotion – Here is the part of this assignment that all of you should shine.

Need I explain what promotion is? I think not – That said, I want to see how you will promote your event. I want to see various modes of advertising. All have to be specific and targeted. Be frugal, I want to see you get the most bang for the buck. Be creative, don’t give me run of the mill promo that has already been seen. Be unique, inventive and avant garde.

ii. Invitation and Marketing Materials – design an invitation, save the date, or other solicitation products. Show me that you get the whole marketing aspect of your event. Make your promo pop, make it sing. Make me take notice.

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iii. Web Page – Create a web page. You can get fancy pants with this, or you can simply use any one of many free web site generators that do most of hard part for you. I have an entire section on the Arfuso 548 that is devoted to the building of a web-site using Adobe products. You can really take a lot of time doing this. The process is difficult; however, it is very rewarding. Weebly is just as good for me. I would prefer see something that works versus seeing you struggle developing your own web-site. But, for those of you that want to go in that direction, the resources to do so are there.

iv. Reaching The Target Audience – make sure you define the target. Be specific, I want to see demographics, psychographics, and geographics. I want you to paint a mental picture that describes who your typical customer is. Be detailed and be specific.

v. Networking for Leads – First of all, I would like you to define networking. Why do you think it is so valuable? Why is it common in event planning? Who benefits from this? Why do they benefit? Of course, a lead is a connection that may become a potential customer. Remember prospecting – this will help you define networking. Also, I would like to see how you apply this strategy to your event. How can you make this work to your benefit?

vi. Timing – Procrastination is a killer. Event planning is just as the name implies. Planning, and to be very pointed, planning requires that you respect time. Event planning is the last profession you will want to engage in if you are a last minute sort of person. Planning requires that you think multi-spatially. You need to see long term. And, if you live constantly in the present especially when it comes to long term planning, you will miss the details, miss deadlines, miss opportunities, and certainly not be very successful in this industry.

vii. Promoting a Global Event – thinking globally requires an ntirely different mindset. It is one thing to attract a specific target audience; it is an entirely different animal to attempt to attract a target audience that is situated across the globe. Usually, this sort of strategy requires that the event has some sort of global appeal. Something that the masses can relate to. Your event has to be centered on an idea or concept that is common to everyone versus just being applicable to a few. Promoting on a global basis requires that you consider many different factors. These factors include such things and culture, time, habits, physical location, proximity to a great number of attendees, multiple venues at the same time and place. A good example of this are the Olympics. Every 4 years a country is given the distinction of being the Olympics’ host. There is a lot to gain in terms of economic reward; however, the cost to put on such an event is astronomical. Depending on the country, it is either doable or not. Some countries have the ability to make it happen while others struggle. There is a lot of competition between

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the countries vying for the opportunity. There is a select group of Olympic body governing members that make the selection process happen. In the end, the chosen country must either adapt existing facilities to meet the high standards imposed by the Olympic committee, or build new facilities based on the strict standards set by the Olympic committee. The host country’s infrastructure needs to meet the rigorous demand of the individual events; airports must accommodate the incoming flow of attendees and participants. Hotels, hospitals, Police and fire services, are all impacted. It becomes the task of an entire country to even be able to accommodate the multitude of tasks that need to be fulfilled. The risk is huge, the reward is equally huge. However, the logistics involved with making such an event come together is monumental. The laundry list of to-dos is unfathomable. Only the best of us could ever be able to engage in this sort of undertaking.

5. Gadgets, Contracts and Securitya. Staying on top of Technology – technology is always a blessing, if it is understood.

We are quick to assume that technology is the panacea that will make our lives better. This is certainly the case most of the time. However, it makes no sense whatsoever to simply defer to technology without understanding the way it works. Also, because technology is constantly evolving, it is important to understand where product development is headed in terms of the technology most often used in your event planning. There is also the need to understand the direction that you want technology to work for you. If, you spend a significant amount of time doing the same tasks repeatedly, then there may be a call for the use of technology. However, it makes no sense to incorporate the use of technology simply to say that your system has been technologically adapted. For example, believe it or not, many attorneys use Word Perfect in DOS mode for the everyday operation of their business. They use this antiquated system to prepare their briefs. Sadly, because they do not keep up with the technology, they assume that what they are using is the most up to date. We call this phenomena being myopic, meaning that they only see what is in front of their face. The moral to the story is simple – stay on top of the technology that affects your event planning. Be aware of updates, advancements and product improvement. This doesn’t mean that you have to constantly update what you use. Maybe every third or fourth iteration of the product or software you use merits that you upgrade. This is a call you have to make. It certainly does not make sense to not keep up with the technology that is applicable to what you do. Tell me what technology is available to you with what you intend to do. How will it help you function? What are the benefits? Or, if you haven’t thought of this aspect, can technology help you at all?

b. Knowing what is needed – it is crucial to the success of your event that you understand the use and need for technology. Technology is only effective if it is understood and it can actually make a difference. So many people are willing to

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simply defer to technology and assume that it will immediately affect the process. When, in fact, there is a learning curve. Yes, technology can simplify our tasks; however, if we do not understand the way the software or hardware works, we simply will not get the full benefit out of it. It is imperative that we understand the technology in order to be able to utilize it in an effective manner. It is also important to note that a full understanding of the manual process is also needed in order to evaluate if technology will indeed simplify the manual process.

c. Contracts and Insurancei. The Components and Writing of a Contract – there are several components

that constitute a valid contract. To be enforceable, a contract must be legally valid, and it must consist of an offer, acceptance, and consideration. Enforceable: a contract that is recognized by the court system as being valid and subject to the court’s ability to compel compliance with its terms.Offer: A proposal to perform an act or to pay an amount that, if accepted, constitutes a legally valid contract.Acceptance: Unconditional agreement to the precise terms and conditions of an offer.Consideration: The payment exchanged for the promise(s) contained in a contract.

If all of these components do not exist, the contract is not legal and binding.

FYI, it is also illegal to enter into a contract with a minor. So, if anyone willing or unwilling enters into a contract with a minor, it is null and void, meaning that it is NOT enforceable in a court of law. These facts are important to understand when it comes time to write a contract for your services. Research contracts and write a typical contract you would use in order to provide your services as an event planner to a potential customer. I want to see all the components intact.

ii. Amending a Contract – why and how, if after writing your contract with your client you require a change, and when I say change, I mean a significant change, the terms of the original contract can be amended by adding an addendum to the contract. And, in order to keep things legal, the same conditions apply. The addendum must contain the same elements or components as the original contract to be enforceable. In other words, I cannot just amend the contract through the use of an addendum without the express acceptance and signature of both parties. Both parties have to agree to the terms in order for it to be legally binding.

iii. Expect the Unexpected – in any contract, the key is to add any and all language that pertains to the subject at hand. Obviously, this sounds easy. Unfortunately, this is where many people get caught holding the bag. If,

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specific language is not contained within the terms of the contract that protect either party, then, it just doesn’t apply. In other words, if specific language regarding a specific set of circumstances isn’t included in the terms and conditions of the original contract, neither party is protected against the specific set of circumstances if they occur. The key is to anticipate any and all contingencies. This is not a simple task and of course, it takes time and experience to finally write a contract that covers most of what you need to cover. How can you anticipate all contingencies, the answer is simple, you can’t. There will always be circumstances that will arise that are unenforceable. And, ultimately, when these unforeseeable events happen, you have no recourse under the terms and conditions of your contract. In most cases, you just have to absorb the loss and learn from the experience. Also, bear in mind, that if you place a 100 page contract in front of a client they will in all likelihood refuse to sign it. In that case, you are out of a potential job.

iv. Acts of God and Force Majeure – these are typically referred to as acts beyond human control. For example if a wind storm causes your neighbor’s tree to fall on your vehicle, you cannot sue the neighbor for damages unless there was a previous documented history that a danger existed with the tree to begin with. In other words, there was a significant break or fracture that was brought to the property owner’s attention and neglected. So, if the tree was in perfect health prior to the storm and there wasn’t any valid reason to put your neighbor on notice regarding the tree, then, if a limb or the entire tree falls and damages your car, you have no recourse. This is called an act of God or Force Majeure. Explain how this legal concept could apply to your event.

v. Signing Foreign Contracts – be wary when signing foreign contracts. You can’t assume the laws of that land are applicable or even provide any sort of protection. Many people falsely assume that because we are Americans that the laws of our land apply wherever we are on the planet. This could not be further from the truth; we fall under the jurisdiction of the country we are in. The laws of the U.S. no longer protect us when we cross the border into another country. You would be well advised to secure the services of an attorney from that country or at least someone that is knowledgeable in the laws of that country. And, in any case, it is a wise choice to have an attorney read the terms and conditions of any contract you write or sign. This may seem like a nuisance at best, but the bottom line is simple, you can’t do much after the fact and as I have stated previously in this template, ignorance is not a defense in the eyes of the law. So, if you did not understand a specific term or condition, it is your responsibility to have an attorney interpret it for you. Simply saying that you did not understand

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something will not absolve you of any liability that may occur as a result of a breech.

vi. Insurance – don’t try to avoid carrying insurance. At a minimum, you should carry a general liability blanket to cover any unfortunate acts that may occur. There will always be the occasional slip and fall, a stolen vehicle, a disagreement with a vendor (bear in mind that any and all vendors that work in your behalf may also create liability for you with their failure to act in a safe and prudent manner) In other words, if you hire a company to hang fixtures for a special concert and one of their workers falls off a ladder, your event may bear the liability if the company does not carry its own insurance. I advise you to consult a reputable insurance broker who can assess your insurance needs and provide with the appropriate coverage for your event. NOTE: if you are going to serve alcohol and you allow an inebriated patron to leave your event while drunk, your event may be held liable if that attendee goes out and kills someone or cause serious bodily harm while under the influence of alcohol as a result of your staff’s inability to cut the attendee off when they reached the point of being too drunk. Price out a general liability umbrella policy to cover your event. Call several insurance agents and discuss the liability limits you should carry for the type and size event you are planning. Include any quote sheets or proposals you may receive from these agents.

d. Security Issuesi. Protecting High Profile Attendees/Guests/Entertainers, etc. As the

promoter of an event, you may encounter the need to protect high profile guests and the like. This is especially true if you are promoting an event that is significant and may attract people of notoriety. If this is the case, you may find yourself dealing with security issues depending on the nature of the high profile guest. For example, if a foreign dignitary attends your event, you may have to comply with his/her security force. Special concessions may have to occur and in fact be demanded in order to protect the individual. If, a president of the U.S. attends your event, you would have to contend with the secret service and with their special wishes in order to protect the president. Of course, celebrities may also want to attend your event, and they too will require some special attention.’ They may come with an entourage, body guards and PR people. They too may require special concessions to accommodate their being in attendance. How will you attend to these needs? Do you find their being in attendance to be a nuisance or a benefit? Explain each side of the debate. The primary concern here is that these high profile guests will expect some sort of privacy to attend your event without there being too much commotion or disruption to their routine or attendance. This is sometimes a difficult affair to contend with. However, as a hospitality professional, it is up to you to give it your best and

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insure that the high profile guest is given every opportunity to enjoy the event like any other attendee.

ii. Crowd Control – is always an issue regardless of the size of the event. Maintaining control is crucial especially in the event of a mishap. You are responsible for maintaining control and insuring the safety and well-being of your attendees. If, a mishap occurs while people are at your event, you can and will be held responsible for any injuries and even worse death if you are found to be negligent in your behavior and inability to secure your event. As a promoter, you are responsible for maintaining safe numbers of attendees based on fire codes, ordinances and laws. Your failure to maintain and enforce crowd safety can result in serious fines if you are found to be non-compliant. This is one aspect of your event that you will need to confer with your venue’s staff to ascertain the legal occupancy capacity for the room you will occupy during your event. Describe how you will control your attendees during your event. What measures will you enact to maintain a safe en for environment for attendees?

iii. Security /why and how – explain why security is a significant consideration for you during the course of your event.

iv. Data Security – the security and protection of personal information for all your attendees is crucial to your event. Any breach of security that compromises the personal information of your attendees is a serious issue to have to contend with. Unfortunately, the safety of sensitive personal information is at risk as long as you have employees who can access this data. Any employee with access is a potential problem regardless of how trusted they may be. The Sarbanes-Oxley Act has created a responsibility for people with access to data to take measures to keep them confidential. Under Sarbanes – Oxley, that responsibility spreads to outside meeting planners, hotels, convention venues, and anyone who handles the personal information of your event’s attendees. You can no longer just assume that your attendee’s data will be safe; you have to take measures to insure their data is safe.

v. Registration Data – You need access to registration data especially during the registration process. This info needs to be available to all who are performing this function. Reason being that an issue may arise that can easily be remedied if access to the data is made available. Of course, given the type of event, there may be different needs in terms of registration materials. Additionally, after the fact, registration data needs to be examined to determine numbers. Maybe, during the registration process attendees indicated certain activities or meal periods. All of this data needs to be compiled in order to firm up numbers for each activity. It is also a good idea to know who is there and who is not there. If, there is a refund process, the process will require names and contact info to initiate the refunds.

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Likewise, if there are payments due, the registration process data will facilitate this too. And, as with all other data, this must be protected. It is also a wise idea to store this data off site as a backup. It is always a good idea to store all data remotely just in case there is a loss of the original data. How will you maintain data? What measures will you take to insure the integrity of this data? How long will you keep data? Can you describe a marketing reason for maintaining this data? (HINT: think CRM)

vi. Privacy Policy – typically, this is an assurance you make to those that provide you with personal information that you will not sell or misuse their information, especially to provide to others. This should be clearly noted for all attendees to see. There is great value in these lists. And, it is not uncommon for unscrupulous marketers to sell this information for a hefty price. Sadly, these lists usually end up in the wrong hands and then the saying is, “let the spam roll” So, if you ever wondered where all that crazy junk mail or spam comes from, here’s your answer.

vii. Network Protection – free Wi-Fi has its advantages and disadvantages. Savvy hackers can easily remotely access information from unknowing technology users. Hackers can record keystrokes and gain access to banking, credit card and other sensitive information. Sadly, the damage these people can do is serious. Entire credit profiles can be ruined. Repairing credit history damage is costly and time consuming. It is sad to think that opportunistic people like this exist. However, there is no possibility to protect your network 100%, but, you need to take whatever steps possible to protect your network. Data encryption and WEP keys will help greatly. Do your best to protect while allowing access. Just be leery – be aware, be careful. How will you protect your network? Will you offer access to all without charge? How will you control network use?

6. On-Site Logisticsa. Logistically Speaking

i. Finalizing the Details – after everything is said and done, you need to still review and check your decisions multiple times. Have a different set of eyes look over the details. You can never review your logistics too much. Visualize your logistics, run through them mentally. It isn’t a bad idea to do a soft open if just to see how things will work out during the actual opening. This is a valid strategy, especially if this is a first time running this type of event. It is also a good idea to firm up the details with the event sponsors to insure that you have covered all the bases. Their input may be valuable and give you insight into details you may have missed or misunderstood. Better to get the details right from the beginning. Then, you can offer your advice regarding whether or not their vision will work. Of course, the customer is the ultimate decision maker, so be careful when allowing the customer to

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take control. Your job is to maintain control while respecting the customer’s needs. Then, get the customer to sign off on the details. This will protect you in the event something happens that was warned against. What will your process look like? How will you make these finalizing decisions? How much input will you take from staff? Who will assist in this process? Why them? Are you sure this is the correct road to take? Or, in the end, will you take full responsibility for the event by making all the decisions yourself? Be careful when making this decision. I will eventually give you my strategy is doing this, but, for now, I want to see how you handle this.

ii. Materials for the Event –you want to order your materials well in advance. Try to create materials that are timeless. (Timeless meaning that the materials are not dated if at all possible) In this way, they can be reused. This will also allow you to purchase in bulk, thus giving you a better buying price. Nonetheless, there are always items that you need to purchase that have to be dated, in this case, try to get as close to a final number as possible to avoid waste. Make sure to collect money in advance for special order items that come along with attendee fees. Don’t order these materials without getting firm attendance from your attendees. Only order based on paid registration and actual collected fees. Of course, you can offer the same items for sale at the door for those attendees that wait to the last minute. But, be careful in doing this, because you don’t want to get stuck with a lot of leftover materials that do you no good. You also want to consider selling at the door for a higher price, thus giving those who register early a discounted price or reward for being timely in their registration. Make sure to deal with reputable suppliers. Don’t buy from the least expensive vendor unless you have a rapport or previous purchasing history with them. Don’t take chances on not having your materials on time for your event just for the sake of saving a few dollars. Better safe than sorry. Check lead times, order well in advance. Establish a relationship with your vendors. The better the relationship, the better the service. Take advantage of volume and credit discounts. Broker the best price possible by tempting the vendor with the potential for future sales.

iii. Shipping – Shipping can make or break your cost structure. If, you need to ship items to your attendees, the cost can be exorbitant. Remember the USPS motto, “if it fits, it ships” Believe it or not, this is one of, if not the best shipping option. Priority mail typically reaches its destination inside the contiguous U.S. within 2-3 days. The cost is far less that UPS or FEDEX. Now, if for some reason you need to ship overseas, good luck, because these prices can be stifling. Shipping small packages to distant countries can cost an arm and a leg. Think of ways to deliver materials electronically if possible. If, you need documents signed and require that the originals be signed, you are sort of out of luck. But, if a faxed copy will suffice, then

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electronic correspondence will cost next to nothing. Do your homework, check with various vendors, maybe drop shipping is an option. (Reminder – drop shipping is when the manufacturer will ship directly to the buyer without your intervention, meaning that you do nothing while the manufacturer does the shipping for you) Ship in bulk whenever possible, you can get better rates if you ship continuously with the same provider. There is corporate account pricing available to those that ship in mass or bulk. There are many ways to expedite, and make shipping cost efficient. It is just a matter of doing your due diligence. I suggest you think long and hard on doing this. The cost savings can be significant.

iv. Choosing an Agent/Broker – Out of Country Shipping – try to avoid out of country shipping if at all possible. This is especially true if you purchasing items with size to them. Of course, the temptation is to purchase from overseas to enjoy the cost benefits, however, you have to be careful with shipping times. You will definitely be able to enjoy a better price by buying overseas, but, the unknown or at least questionable variable is the delivery time. This is especially true if you are purchasing bulky items. Also, given that you are making purchases overseas, there may invariably be a language difference. Couple this with a time difference and you will quickly see that buying overseas while enjoying cost benefits will also pose some challenges too. In these cases, it might be advisable to involve an intermediary such as a broker agent to deal with the logistics of obtaining your materials for you. Of course, this comes at a price, but given the cost savings of purchasing abroad, there may certainly be enough wiggle room to allow for the broker’s fees and still purchase at a better price. That said, Caveat Emptor – Buyer Beware, are you willing to give money to someone in another country without being sure of their reputation or ability? Can you be sure that they will deliver the goods on time, in the quality discussed and at the agreed upon price? These are all variables that you will need to contend with. And, again, if you are unsure, maybe better to source your materials within the U.S. rather than take a chance buying abroad. You see, there are never any clear cut answers to these questions. You take risks, with those risks come rewards. No risk, no reward. You can buy local and pay a higher price and lose the additional profit potential, or buy abroad and risk everything falling apart, but, if you succeed, you reap the benefits monetarily. A wise person once taught me long ago that it isn’t what you sell things for that matters, it is what you buy them for. That has always stuck with me and I will always remember it. It is true.

b. Day of the Eventi. What’s First – be on time, be early in order to get everything up and running

prior to the opening of your event. Attendees will not tolerate your being late. In fact, there is no excuse for this. The expectation is that you will be

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there ready to conduct business before they get there. Don’t insult your attendees by not being ready when they arrive. Double check all your final details. Insure that all systems are a go and that any last minute issues have been dealt with. It is usually best to have everything set up and ready to go the day before the event. In this way, you can make any last minute changes if need be. Make sure venue staffing is also ready to go. Check on any outside vendors to insure that they too are ready to go. Make sure lines of communication are up and running. Make sure everyone is able to communicate and that all systems are a go. Walk through the event in your mind, and then walk through the event itself. Make sure the public areas are cleaned and spotless. Make sure seating arrangements are as designed. Verify that all A/V is queued and ready to run. At this point, if it hasn’t been addressed, the likelihood of being able to resolve it now is minimal. However, if you see something that was overlooked, you might be able to mitigate it to the point that no one will notice. Remember, the best run events look seamless and effortless to the attendees, they may not look that way to us, but the key is for them to look that way to our clientele. Give me an idea of what your final checklist will look like for your event. How thorough will you be? Can you check everything? Or is a spot check more Realistic. The larger your event, the harder it will be to verify that all is in order, however, it is in your best interest as the promoter of the event to get as much right as you can. It will ultimately reflect poorly on you if you miss some crucial details. Last point – don’t ever let anyone see you sweat, and by this I mean, KEEP YOUR COOL! Don’t get angry, maintain your composure, even in the face of great adversity, and always maintain your composure. This is what a true professional does -

ii. Rehearsal/dry run, soft open – in any well-orchestrated event, rehearsals or dry runs always help for those who do not get the vision and who need to see it to understand it. Some people, like me, are very visual. Telling me what something is going to look like makes little or no sense to me. Once, I see what it is supposed to look like or how it is supposed to run, I get it. Sometimes, we have to appease this type of employee, especially if it means the difference between success and failure. Soft openings usually work best in situations that require a great deal of coordination between staff. A new restaurant for example – in this case, walking through the operation and actually trying out the systems prior to the actual opening are quite beneficial. The staff gets a chance to try things out before they really count. You can train and train some more, but until your staff gets to put their hands on the actual system, they just will not get it as well as actually doing it. I highly recommend soft openings versus hard openings. Hard openings usually entail opening without at least a couple practice runs or rehearsals. This is typically called “flying by the seat of your pants” Personally, I do not

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advocate this, and in fact, shy away from it. When I see managers that practice this, I laugh silently under my breath. I always try to steer away from this sort of thinking. It is just too counter-productive for me. People that employ this method of management usually are very indecisive. And, unfortunately, staffers like a leader that can make sound decisions the first time and not the second or third time around. Because this sort of decision making usually requires that staff do things more than once. This is a sure way to anger your staff. What will you do to facilitate the opening of your event? What measures will you employ? How do you think they will assist the process? Are you sure? How can you be sure?

iii. Registration Check-In Area –this is possibly the most crucial staged area of your event. This is where most of the communication with your attendees will take place. This is the time and place when most questions will be asked. This is your primary opportunity to make sure your attendees understand what will happen and how it will happen during their stay at your event. You have to get this right. There needs to be one answer for every question, meaning that all employees must be versed in giving the right and exact answers every time the same question is asked. Recently, while on a DECA trip with students, I personally experienced at least four different answers to the same question from four different employees. Sad, but true, this happened at Disneyland, who typically is known within the industry for being on top of their game when it comes to logistics. Without getting into details, suffice it to say that the registration/check-in process at the Disneyland Hotel during the International DECA conference was abysmal at best. This is a sad testament to what should have been a 5-star experience. Registration is your first chance to make a positive impression on your attendees. If, you miss this opportunity, it will set a negative tone for the remainder of the event. Get this right – or pay the price in the end. What measures will you employ to get this right? Are you sure of how you will address this? Have you thought it through? Give me your answer to what you will do at this crucial point in your event. How will you handle this? Give me details.

iv. On-site Management, organizational responsibilities – these should all be spelled out long in advance of the actual event. You cannot wait until the last minute to delegate responsibilities. Everyone needs to know their place and their function. There should be a clear and defined organization chart depicting who is responsible for what and when these responsibilities need to occur. Your event will function as well as you practice it. If, there is little to no practice prior to the event, no one will know their role and chaos will ensue. On the other hand, if everyone knows exactly what their role is and what they are supposed to do, then the likelihood of mishaps will be minimized. Also, bear in mind, events are a hands-on type of endeavor. You

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can’t effectively run an event from a remote location. Events need to be attended to personally. This is not a good day to call in sick, or not show up. Develop an organizational chart to depict your event’s operational staffing. I want to see your logic and who runs what. Be realistic; make sure you depict all functions and roles within your event. I want to see that you have thought through all the possibilities.

v. Contingency Plans – what if scenarios, run though all possible outcomes. What will you do when certain unanticipated events occur? How will you protect yourself and or the event when and if something unforeseen happens? Conduct brainstorming sessions with key personnel and go over the logistics repeatedly until you feel that you have exhausted all possible scenarios. Look at your past experiences, look at your event logically, and run through the event multiple times. Attend similar events and see what they did right and what they did wrong. Hire personnel that have seen or worked your type of event in the past. Rely on their expertise to help you avoid the pitfalls associated with your type of event. Trust your instinct, trust your gut. You will never be able to anticipate all possible negative possibilities; however, if you try hard enough, you will hit the most important ones. And, if you miss a few, just know that you can always adjust on the fly. What sort of contingency plan will you put in place? What do you feel is the best remedy to combat this? Are you prepared? Do you feel comfortable in your management style to be able to deal with issues as they arise during the event? Who will make the decisions? Will you empower your staff to make decisions on their own? Ultimately, the responsibility will fall on you; however, if you allow your key employees to make decisions, you have to be willing to accept those decisions. Hopefully, they are well trained and will make good decisions. If not, you will face the consequences of those decisions.

c. After the Showi. Paying the Bills – don’t ever get behind in paying your bills. Don’t

procrastinate here. You run the risk of alienating yourself with your vendors. This will follow you. If, you think you can simply switch suppliers to avoid paying a supplier you will quickly find that these guys talk to each other. In industry, we have a term for this, it is called being “black balled” This label will make people avoid you at all costs. No one will want to do business with you and in the end you will pay the ultimate price. If, suppliers extend you credit, they can easily put you on a cash on delivery (C.O.D.) basis. This can kill your cash flow. How will you maintain control over your accounts payable? What will you do to insure that your vendors are paid in a timely manner? There is nothing wrong with playing with the terms, but, it is definitely wrong to abuse them.

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ii. Debriefing – after all is said and done, it is extremely important to look at what happened with the overall event. What did you get right, what didn’t work, and where is there room for improvement? I also believe that it is a wise choice to involve the attendees in this process. Obviously, it isn’t conceivable to involve all of them; however, a committee of people that represent the attendees will serve you well in terms of asking for their input and feedback. It is also good from the perspective that you are showing your clients that you care about their opinions and you are actively soliciting their help in making the event a better experience for all. The key is that you should always get better at what you do. The more you do it, the better you get. None of this would be possible without getting together and discussing the outcome and how things went. Take the comments from a professional perspective. This is not a time to point fingers, but instead take the comments as constructive. This is how you effectuate change for the better. Learn and grow from your mistakes.

iii. Thank Yous and Acknowledgements – make sure to take the time to thank those that help make your event a success. A simple thank you will give those that did their best for you know that you appreciated their efforts. This is just good etiquette. For those that really went the extra mile to make your event a success, it is not unreasonable to suggest purchasing a small but meaningful gift in remembrance of their efforts. A well placed thank you will go a long way. Don’t forget this at all costs, or run the risk of alienating those that you need the most.

iv. Follow up – with your attendees to make sure you gave them the best possibly experience possible. Don’t look at complaints as a nuisance; instead look at them as a way to improve your event or as opportunities. Your complaints will in all likelihood be your best indication of how well you did. Because getting your attendees to respond to questionnaires objectively is difficult. So, believe it or not, your best source of input will be your complaints. These will typically be honest and to the point, whereas a survey or questionnaire will in many cases are puffery. How will you solicit your attendee’s opinion? What will you do? How will you insure that you get unbiased opinions? Remember from Marketing 1 that some people only give good reports in spite of their true feelings. Others will simply shy away from giving an honest opinion. So, detail to me what you will do to get honest responses to your exit questions.

v. Final Report and Recommendations for improvement – this is the final step in the evaluation of how well you did. This is your best opportunity to self-reflect and decide just how well you actually did. This is the time to look at the overall event and decide where to go from here. What can you do to improve, remedy your mistakes, get it right the next time around, improve satisfaction levels, replace employees that simply do not fit the job, hire new

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entertainment, and so on. Give me your take on this, how will you accomplish this? Your final report will document the event and how it progressed. This will detail what happened, when it happened, how well it happened and what did and did not work as planned. This is your written accounting of everything that happened. You can use this to benefit any future similar events that you host. You can also use this as a sales tool to sell your services to another potential client. All in all, this process is crucial to document the event from ideation to fruition. Use this opportunity wisely to improve your work.

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