This document provides an overview of the key considerations for event planning according to the 5 W's - Why, Who, What, Where, and When. It discusses establishing a clear objective or "Why" for the event. It then covers determining the audience or "Who" will attend. Next, it outlines many important elements to determine the "What" of the event including type, name, theme, budget, food and beverages. It then discusses factors to consider for the "Where" and "When" of the event such as venue size, location, date and time. The document provides guidance and best practices for each area to help ensure event success.

1. Event Planning Guide
The Method Every Successful Planner Uses
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2. Introduction
Here at Eventsage, it is our mission to make you the best event
planner you can be. So we’ve compiled a list of the infamous
Why, Who, What, Where, and When’s by gathering inside secrets
and tips from our savvy Sage Planners.
From figuring out your WHY, to sorting through the nitty gritty of
WHERE you’re going to host your event, we’ve got everything
covered in the next few pages to make your event a massive
success. Massive success equals job well done. Job well done
equals a happy boss. And we all love happy bosses!
Much of this information is available online, but we’ve yet to find
one resource that has compiled such a thorough list backed by
event planning wisdom. Let this be you’re ultimate guide to the 5
W’S.
Time to dig in!

3. The first thing you need to get crystal clear on is your
WHY.
Without clearly articulating the objective of your event,
you’ll wander aimless into the woods and get lost
amongst all the themes and confetti. The best time to
have a map, after all, is before you head out on your
journey. Event planning is no different. A firm grasp on
WHY gives you a solid foundation for your event. It
becomes the point that all decisions will be made on.
Some examples of objectives are:
• reward a sales group
• launch a new product
• education
• networking
With the objective clearly articulated, you can then list
what the benefits of the event would be to the guests,
sponsors, partners, stakeholders and even your boss.
Why?
Going through the step of itemizing each of these for
your interested groups will give you a leg up when
you start working on the other four W’s.
In the end, a clear vision gives you a clear direction. It
helps with your location, theme, suppliers and a long
laundry list of other needs. It also gives those
working with you (sponsors, your company, guests
and partners) a clear picture of exactly the kind of
event you’re going to host.
sage words
WHY is the foundation of any
successful event. Uncovering the
real WHY will guide you to the
right answer.

4. Who?Now that you’ve got your WHY, it’s time to identify
the WHO that are going to attend your event.
Having a clear understanding of your audience’s
demographics is crucial for a successful event. You
don’t want to hire a performer that plays 60’s &
70’s music if most of your audience wasn’t even
been born yet; or host your event at a Steakhouse
if most of your audience are vegetarians or hire a
belly dancer if your guests are ultra conservative
(yes, that did happen).
Be thoughtful and considerate of
WHO your guests are. Happy guests,
make a happy event.
sage words

5. Now comes the fun part of your planning.
The WHAT is the largest question to answer.
There are many details and possibilities that go
into it. Over the next few pages, we outline the
critical areas to consider when working through
these planning steps of WHAT.
What?

6. Type of event
There are numerous different types of events, with
different formats. Go back to your WHY? If your goal
is to celebrate an achievement then a formal sit down
dinner might be better replaced with a reception
style.
Name your event
Picking a name that suits both the tone of your event
and nature of your function is important. Your guests
and more importantly sponsors, have to easily
correlate the name to the objective. This isn’t the
time to give them something that they really need to
think about. Let the name speak for itself, your guests
should know what it is they’re attending and who it is
that’s hosting them.

7. Pick your event theme
Time to revisit your WHY so you can choose the kind of
theme you want for your event.
It can be as literal as a Mexican Fiesta, a Circus Calamity or an
all out Hollywood Glam to subtle colour themes to reflect
your new company’s logo. Get creative with this; designing
tablescapes, choosing entertainment, lighting, dress codes,
etc., just make sure you always come back to your WHY.
Once you’ve picked your theme, the name of the game is
consistency. Have invites, announcements, and all other
touch points running up to the event reflect the theme that
you’ve chosen. Continue supporting the theme through your
on-site event details and you’ll have designed a cohesive
event.
Budget
Accept that your budget will change. They always do. So with
this in mind, make sure you have your budget set with a little
wiggle room, and then be prepared for that budget to wiggle!
If you have an ideal budget with a secondary upper limit,
you’ll be able to handle any surprise costs that creep in.
Your budget needs to consider all aspects of your event,
from the pre-event planning and formalities, right up to the
clean-up and take down. The key areas are:
Production Costs
Consider all the logistics of running the event. Creating a
spreadsheet and updating your needs as they evolve is a
sure fire way to keep on track with your spending. As we
mentioned before, your budget will bend, keep track of
every dollar.
Advertising and Marketing Costs
Spreading the word about your event further afield
through marketing initiatives, social media or advertising
is an important category to consider. Include a marketing
section in your budget to cover line entries like signage,
banners, flags, programs and other collateral.
Operational Costs
Operational costs include everything that is used to run
the event outside of it. If you’re a 3rd party planner, this
will include your staff, vans for transportation of product
or staff and other similar costs.

8. Dietary requirements
Everybody has them. Take the bold step forward
and offer vegetarian and gluten/dairy free
options.
Variety
There’s nothing wrong with taking a few risks
when you’re hosting an event, this isn’t Sunday
dinner, after all. Why not push the boat out a little
and have a food theme or request the chef to get
creative? Steer away from the obvious and have a
little fun being creative with your menu options. I
haven’t met a Chef yet that isn’t excited about
producing something fresh and new.
Menu
Some venues offer a wide range of menu and serving options, others are a bit more restrictive. Key
things to consider when choosing your food and beverage menu are:
Serving style
There’s an exciting world beyond buffet or plated.
Hot new developing trends include communal
tables and family style serving.
Tasting before you order
Set up a time with your caterer to taste the food
they’ll be serving your guests. They’re fun and
yummy and more importantly, you don’t want to
be serving up a menu that you wouldn’t give to
your cat. No offence Fluffy.

9. Out of control beverages
If you’re serving alcohol at your event, make sure
the team is equipped with Serving It Right
certificates to keep the event in order. Managing
your bar tab can be one of the biggest budget
savings or biggest budget drains.
• Will it be an open or cash bar?
• If you have an open bar, will you be serving
wine and beer only?
• If you’re serving hard alcohol, will it be regular
or premium brands?
• Will the servers be responsible for topping up
glasses once your guests are seated or will you
have open bottles on the table?
• What are the general instructions to servers for
how liberal and how frequently they pour?
• What time is last call and how will you handle
it? Hint: Yelling “last call” spikes the bar bill.

10. Who gets to keep the
leftovers?
You can always take your food home with you or
gift it to servers or volunteers that helped you run
the event. Better still, local shelters and hostels
always welcome fresh food. Finding out where the
nearest shelter to your event is and arranging to
have the leftovers dropped off is a great way to
pay it forward.
Don’t forget the fine print
Always make sure that the venue where you’re
hosting your event or meeting is okay with you
serving food and drinks. Especially alcohol. No
liquor license means no service. With most venues,
this is a snap. However some venues that are off
the beaten track may require permits.
Vendors
We all have our favourite vendors that we bring
back time and time again. It’s safe. It’s easy. It’s
a time saver. Time to step out of the rut and not
be afraid to shake things up a little. Adding a
new vendor keeps things fresh for your
attendees. Not to mention how fresh eyes and a
fresh mind can bring great new ideas to the
same event that you’ve been running quarterly
for the past 13 years. Your guests will thank you
for it. Trust me.
When looking for new vendors, the power of a
good recommendation is better than your
mom’s homemade chicken soup. When business
partners, friends, or family have had a great
experience with a certain vendor, chances are
you will too.
If they don’t come personally recommended,
make sure you check out their reviews online.
Look into their processes, character, service
levels and check references.

11. Favours and Giveaways
Everybody loves a favour, and corporate events are no
different. It’s always thoughtful to send your guests
away with something. You can hand them out as guests
arrive to enjoy through the evening, or distribute them
at the door as they leave. This works great if your favour
is edible! Alternatively, you can have gifts or giveaways
set out at each table as part of the place setting.
The great thing about favours and giveaways is that
they are flexible according to your budget. Even the
smallest of budgets can accommodate a small, hand-
made favour from your event. Keep in mind that if you
brand your favours, your guests are leaving with a little
piece of your company too. Smart move.
Have A Highlight
Every event needs a ‘WOW!’ moment - whether it’s the
decor, a performer, or the food, make sure your event
has at least one highlight for guests to walk away with
and remember. You want your event to be
impressionable and stirring, so go all out.
And don’t worry, even small budget events can have a
that ‘WOW!’ moment with a little creativity!

12. Get Your Program In
Order
Having a clear and concise program lets your
guests know exactly what they will experience
throughout the evening. Large corporate events,
smaller intimate cocktails or meetings all equally
benefit from having a program on hand. Not to
mention, they minimize the continuous stream of
questions you’ll receive of where is this, and when
is that. And they give your guests a much loved
sense of control.
WHAT can be overwhelming. Make
sure you have a great organization
tool in place to catch all the details.
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13. When?Find a date and time that is convenient for your
guests. Their availability is one of your top priorities.
• Make sure there isn’t a public holiday. Be sure to
check civic holidays as these can vary depending
on the City, Province, State, etc.
• Find out what is going on in and around the city
during your event. Hosting your event on the same
night as a Stanley Cup Play Off could make your
sports enthusiasts unhappy.
• Holding an event on a weekend can increase costs.
• The time of year is also important. Consider
different months, seasons, likelihood of rain or
blazing hot sun.
WHEN isn’t simply a date and
time. WHEN is a consideration for
all those who are attending.
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14. Picking a venue for your event is
arguably the most creative aspect of
your event planning, as your entire
theme and guest list orbits around it.
The following 12 factors give you the
foundation for making the best choice.
Where?

15. Size matters!
How many people do you expect to attend? Getting
the right size venue makes a huge difference. If the
space it too small it’ll feel cramped. If it’s too large,
not only are you paying too much, but your guests
might feel underwhelmed at the turn out. Don’t
forget to consider the extra space needed for audio-
visual, entertainment, décor, etc.
Make It Convenient
Niche venues with hidden and difficult to navigate
entrances are great when you have the right
demographic, but most people opt for convenience
and ease of access when they’re attending an event.
Considering the drive time of your guests is also
important; the less time people spend travelling, the
longer they’ll spend enjoying your hospitality. If you
do find the perfect venue but it’s located in the heart
of the city with limited parking and heaps of one-
way traffic, consider organizing a shuttle bus for
them from a specific location. You’ll save them time
and you’ll be saving the environment, so it’s a win,
win!

16. Be Aware of the Weather
If you’re planning an outdoor event, ask the venue about
indoor options as a backup for inclement weather.
Depending on the layout of the venue, it may be included in
the rental rate.
One of the most debated event planning discussions
between client and planner is the tent. Clients want
outdoor summer events with no tents, however we can’t
control the weather and rain can always be a reality. They
also provide relief from hot sun especially for men in suits
and ties.
With the right budget, your tent rental can include a clear
roof, beautifully draped posts and walls in fabric and even
chandeliers. Consider other comforts too like heaters and
maybe even blankets.
Know the Venue’s Reputation
Be sure to read reviews, ask for references or use a trusted
resource like Eventsage. Knowing whether or not the
venue regularly hosts events will give you some clues as to
how accommodating they can be for your gathering. You
want to be sure that they’re able to handle the flow
demands of larger groups if your guest list is particularly
healthy.

17. Neighbours?
Are you sharing your space? This is a question you
want answered long before your guests arrive on their
doorstep. Often the WHY of your event is confidential
or at least no one else's business. Think of how private
you’d want to keep a rebranding, a product launch or
motivational sales meeting.
Aside from confidentiality, there are noise
considerations. And not necessarily from your group.
Unknowingly booking a room next to a wedding
reception or product launch when you’re holding an
elegant plated dinner with a string quartet, may expose
your guests to unwanted noise.
Venue Parking
If your guests are driving to your event, give them easy
access to ample parking. Underground parking or a
parking lot close by would be convenient. Similarly, if
you’re providing transport for your guests, ensure the
bus driver has easy turnaround access. The driver will
thank you.
Hint: Valet parking is always a much appreciated luxury.
Keep on Top of Security and
Safety
Making sure that your guests, vendors, and any
personalities who are attending your gathering are safe,
is another top priority. Be aware that ticketed events
usually come with gate crashers, so hiring bouncers or
door staff will greatly aid in the safety and security of
all your guests.
Knowing where the fire extinguishers and emergency
escape routes are in case of an emergency is vital.
Learn how to set off the fire alarm and trigger the
sprinkler system as well, so you’re ready to act if ever
needed.
Having access to first aid kits for any event is a
necessity. If your event is remote and far from a
hospital, it’s wise to have a doctor and ambulance on
hand. Anything more than a 30-minute drive from the
closest hospital is considered remote. Similarly, if your
event is particularly large, fire fighters, police, and
paramedics should likely be on hand.
Be sure to have access to a land line or some other
form of communication should you be out of cell
coverage range - there’s nothing worse or more
stressful if you can’t call for help when it’s needed!

18. Get Insured
What insurance does your company have to protect
you against liabilities? What insurance does the
venue, caterers, etc. have to protect you and them?
This is a good question to ask and usually isn’t too
difficult to add additional insurance coverage on your
corporate insurance.
Venue Fees
Rule #1, negotiate! If your budget can bend so can
venue fees. Be firm but reasonable. Be aware of
what’s included in the rental and negotiate in the
extras that you need, like the dance floor, tables and
chairs, appropriate linens etc. Additionally, weed out
the services that don’t suit your needs.
If you’re getting your catering through the venue,
inquire how the seated versus buffet price ranges
work. Assuming they are a licensed establishment,
check into corkage fees too. You may be able to save
some dollars by bringing your own alcohol to your
event.
Before signing, read the fine print on payment terms,
refund and cancellation.

19. Venue Staff
When choosing your venue, ask about the staff to
guest ratio to ensure they can handle the size of your
group with grace and a proactive attitude. Also review
their dress code to ensure it’s appropriate.
It’s important to maintain clear communication and
spell out clearly what your expectations of the venue
staff will be throughout the event. This should include
what happens in the instance that your event goes
overtime. You don’t want your staff walking out at
11pm because that’s when they were due to finish.
Agreeing to overtime pay will help keep things
friendly and smooth throughout the whole process.
Know Your Restrictions
Your venue may have restrictions on photography,
videography, alcohol, music, dress code, decor,
signage, and even catering; so be sure to check
beforehand that your venue can accommodate all
your needs before you sign a contract.
Be clear on the noise bylaw. Find out what the
maximum level of acceptable noise is and when you
need to shut down your event to avoid any
unpleasant run-ins with the local authority.
If In Doubt, Check it Out.
The best way to get a fast grip on a venue is to hop in
your car and walk inside. Before doing your planned site
visit, drop by as a guest and observe the venues
operations and staffing under regular circumstances. Not
when the venue has been specially polished and the staff
are on their best behaviour because they know a potential
client is walking through.
When you’re there incognito, try and use all of their
facilities. Check out their washrooms, order some food at
the restaurant, have a listen for noise levels and get a feel
for the thermostat. Your first impressions of the room will
greatly help you in finding the right venue for your needs.
WHERE has endless possibilities.
But finding the perfect WHERE
will truly make a spectacular
event.
sage words

20. Visit eventsage.com today to get started.
The Free DIY meeting and event planning
website.
LET’S PLAN SUCCESSFUL
EVENTS TOGETHER!
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