Special event management2012 slideshare


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The Meeting and Event Planning Certificate Program at California State University, Dominguez Hills offer a

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  • Civic - Bicentennial, Parades, religious - Fiestas Patronales, Cultural - 5 de Mayo. Ask class to give examples Expositions - Trade shows, where retailers or wholesalers introduce their goods and services to buyers. Examples - LBA Expo Fairs & Festivals - Boost tourism, and comprise of performances, art and crafts. Example - The Pageant of the Masters part of the Arts Festival in Laguna. Hallmark - Olympics, Hospitality - Hotels, Caterers, Restaurants
  • Conducting your pre-event market research may involve Quantitative, Qualitative or a combination of both. Quantitative example of client who is doing a fundraiser in a venue where they did not conduct their location USE PSAD for all 5 stages: Qualitative - you may use a focus group to collect attitudes and opinions. You may use case studies - the historical context from previous events. If first time, research other similar events. PSAD - Culture of event, past history
  • Why - What is the purpose of this event PSAD- Started by previous President for donors to see scholars and how their investment was helping. It is a real fundraiser now PSAD Who - Corporate Committee (external) Planning Committee (Internal)
  • Time frame - Is the client giving you a feasible time frame? Operation HOPE Where may even influence theme - Zoo, Gene Autry Museum Resources for venues - Here comes the guide, internet - eventsites.com, eventsitesmagazine.com, event-planner.com
  • PSAD - What - Scholarship funds
  • Budget - You need seed money to pay for an event. The biggest mistake in a fundraiser is to wait until funds come in to pay the expenses. Some vendors require to be paid up-front,i.e. hotels require a deposit to hold the date. When sending out RFP you need to give your vendor a feasible budget. Look in handout
  • Brainstorming - get ideas from creative sources: Industry magazines, visit art museums, attend industry meetings - Show books and magazines Make sure to remember the “Why” and the feasibility of your budget. You are creating the blueprint of your event - type Awards banquet, concert, etc. Internet resources - event-planner.com, specialeventsmagazine.com, specialevents.com, party411.com
  • Your reputation as a professional is on the line and you must decide if you can display quality in the time allotted.
  • Ingress and Egress for guests, vehicles, props, rentals, equipment Space -
  • There may be occasions that you are waiting for a decision to be made on a crucial point, and the entire planning process may be affected. i.e. bids for vendors to make a decision. You need to give vendors a deadline, but not call them one day and say you need a proposal the next day. Planning Committees - Make sure that they have the time-line and task list with the names of the committee members and their responsibilities. You are the task master. It is very easy for them to go off on tangents and you should direct them toward the agenda of the meeting.
  • Show sample of Sponsorship Package and in handout
  • Get on your calendar listings for chambers, organizations and associations. Take out an ad for exchange of an ad in your program book. Hyperlink your event to their website.
  • An editorial is much more valuable than an ad TV- About Christopher Nance that he promoted the event during his show 1 ad 2 months out, once a week 1 month out, and 3 days before the event, in turn for being our M/C with honorarium Use a website for referencing your event and possibly registration.
  • As the team leader it is important to not micromanage. Select people who you will carry out their responsibilities. A successful event manager is a leader and not just a manager. You need to promote growth in people. The goal will be for people to make the correct decisions themselves with your leadership.
  • Theme
  • Special event management2012 slideshare

    1. 1. Special Event Management Presented by Charmaine Wilkerson For the Certificate of Completion in Meeting & Event Planning College of Extended & International Education
    2. 2. Definitions A unique moment in time of public assembly celebrated with ceremony and ritual to satisfy specific needs Event Leadership / Event Management The profession requiring Management of a Special Event for the purpose of celebration, education, marketing, or reunion Special Event
    3. 3. Event Leader / Event Manager An individual in the profession of Event Leadership/Management who is at the helm of a Special Event Definitions - cont’d
    4. 4. Event Management Specialties Civic Expositions Fairs & Festivals Hallmark Hospitality
    5. 5. Event Management Specialties – cont’d Meetings & Conferences Corporate/Associations Retail Social Life-Cycle Sports Tourism Music/Entertainment
    6. 6. Wolfgang Puck Born in St. Veit, Austria, Puck apprenticed as a chef in France. In 1973, he became Executive Chef of Ma Maison In LA. In 1982, he opened his own flagship restaurant, Spago, catering to celebrity clientele. Wolfgang Puck Catering (WPC) has created the cuisine for the Oscar’s Governor’s Ball at Hollywood and Highland and provides exclusive catering services to venues across the nation. Wolfgang’s empire includes branded cookware, utensils and appliances sold on Home Shopping Network, Sam's Club and the Frontgate catalogue. THE SECRET OF MY SUCCESS "Surround yourself with committed, passionate, creative people; then you can't lose. I can't tell you how happy with and proud I am of the people who work here, how I've seen them grow, how I've seen them make a commitment to our clients, stretching their own imagination and creativity. It's the thing that makes me proudest. It's a team, a remarkable team of people." Mary Micucci Along Came Mary Colin Cowie “ Born in Kitwe, Zambia, educated in South Africa, and a United States resident since 1985, Colin Cowie is recognized around the world as an arbiter of style . Colin Cowie Lifestyle – the world’s premier event planning, interior design and lifestyle company, with offices in Los Angeles, and New York – is the undisputed leader in its field.” Business and Job Opportunities
    7. 7. Special Events Magazine $250 million +
    8. 8. 5 Critical Stages of Successful Event Management <ul><li>Research </li></ul><ul><li>Design </li></ul><ul><li>Planning </li></ul><ul><li>Coordinating </li></ul><ul><li>Evaluation </li></ul>
    9. 9. Research <ul><li>Quantitative - is generally conducted in a survey manner which describes mostly demographics </li></ul><ul><li>Qualitative - is to probe for hidden meanings in the quantitative studies </li></ul>
    10. 10. Research <ul><li>To produce an effective event incorporate in your </li></ul><ul><li>market research the 5 W’s: </li></ul><ul><li>Why </li></ul><ul><li>Who </li></ul><ul><li>When </li></ul><ul><li>Where </li></ul><ul><li>What </li></ul>
    11. 11. Research <ul><li>“ Why” should you produce this event to begin with </li></ul><ul><li>“ Who” will be the stakeholders </li></ul><ul><li>Internal - board of directors, committee members, staff </li></ul><ul><li>External - those who will be investing in your event </li></ul><ul><li>Sponsors, guests, donors </li></ul>
    12. 12. Research <ul><li>“ When” will the event take place. </li></ul><ul><li>Time of year may influence location. i.e. outdoors vs. indoors affects your event management time frame </li></ul><ul><li>“ Where” will the event be held </li></ul>
    13. 13. Research <ul><li>“ What” is the end result you wish to accomplish both for the guests and internal stake holders. </li></ul><ul><li>This should tie in with the rest of the W’s - </li></ul><ul><li>Why, Who, When & Where </li></ul><ul><li>Once you have answered the 5 W’s, the next is </li></ul><ul><li>“ How” </li></ul>
    14. 14. Research <ul><li>“ How” will your organization fund the event. This will also determine some of the W’s. </li></ul><ul><li>Budget - having it determined is crucial to producing a successful event. </li></ul>
    15. 15. Design <ul><li>Brainstorming </li></ul><ul><li>Creativity </li></ul><ul><li>Theme </li></ul><ul><li>Resources - www.event-planner.com, www.specialeventsmagazine.com, www.specialevents.com, www.party411.com </li></ul>
    16. 16. Planning <ul><li>Timing </li></ul><ul><li>Space </li></ul><ul><li>Tempo </li></ul><ul><li>Marketing </li></ul>
    17. 17. Planning <ul><li>Timing involves the question “When” do you plan to hold your event. As the conductor, the Event Manager, is responsible to determine if the planning process is feasible </li></ul>
    18. 18. Planning <ul><li>Space </li></ul><ul><li>Location - Site inspection </li></ul><ul><li>Space of time between critical decisions </li></ul>
    19. 19. Planning <ul><li>Tempo is the rate at which events take place during the planning stage </li></ul><ul><li>Time-Line </li></ul><ul><li>Task List </li></ul><ul><li>Managing Planning Committee </li></ul>
    20. 20. Planning <ul><li>Marketing your event by </li></ul><ul><li>Promotion </li></ul><ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Mini Events </li></ul><ul><li>Social Media </li></ul>
    21. 21. Planning <ul><li>Promotion </li></ul><ul><li>Know your event product. The most successful salespeople have both expert knowledge of the product and effective sales skills. </li></ul><ul><li>Identify your target market </li></ul>
    22. 22. Planning <ul><li>Advertising </li></ul><ul><li>Print not only in magazines or newspapers but in association and organization newsletters, flyers, or website </li></ul>
    23. 23. Planning <ul><li>Public Relations </li></ul><ul><li>Press Releases - pre, during, and post event </li></ul><ul><li>PSA, TV </li></ul><ul><li>Internet </li></ul>
    24. 24. Planning <ul><li>Mini Events </li></ul><ul><li>Using miniature events to promote larger events, such as </li></ul><ul><li>Disney’s </li></ul><ul><li>A Christmas Carol </li></ul><ul><li>Train Tour </li></ul>
    25. 29. Planning <ul><li>Social Media </li></ul><ul><li>Twitter </li></ul><ul><li>Hash Tags : #CSUDHevents , #eventprofs </li></ul><ul><li>post on Twitterfall searches </li></ul><ul><li>Facebook: personal, business </li></ul><ul><li>advertising </li></ul>
    26. 30. Planning <ul><li>Social Media – cont’d </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blogs : </li></ul><ul><li>ahlEVENTSBlog.com </li></ul><ul><li>Internet and apps : foursquare.com </li></ul>
    27. 31. Coordinating <ul><li>Executing the Task List by appointing leads </li></ul><ul><li>Overseeing Time-Line </li></ul><ul><li>Event Production Schedule (Event Time-Line) </li></ul>
    28. 32. Coordinating
    29. 33. Coordinating
    30. 34. Coordinating
    31. 36. Coordinating
    32. 37. Coordinating
    33. 38. Coordinating
    34. 39. Coordinating
    35. 40. <ul><li>Happy Client </li></ul>
    36. 41. Happy Event Managers
    37. 42. Evaluation <ul><li>Stakeholders </li></ul><ul><li>Guests/Attendees </li></ul>
    38. 43. Buzz <ul><li>The Special Event </li></ul><ul><li>Tampa, FL, January 24 - 27, 2012 </li></ul><ul><li>Event Solutions Trade Show </li></ul><ul><li>Vegas, February 26 – 29, 2012 </li></ul>