The document, presented by the Arts Council, outlines comprehensive event planning strategies, emphasizing the identification of the target audience, budgeting, contracts, design, and essential logistics. It offers practical tips for organizing successful events, including the importance of communication, volunteer management, and the role of food and venue considerations. The guide serves as a resource for both novice and experienced event planners to ensure engaging and well-executed gatherings.

1. Event Planning
A to Z
Presented b y The Arts Council, I nc.
Non -P rofit Univ ersity
J une 10, 2015

2. Who We Are &
What We Do

3. Our co re pro gra ms include Public Art, Arts E duca tio n, Arts
Co mmunity Pro mo tio n & Suppo rt, a nd Co mmunity E vents :
The Arts Council stimulates and supports community
creativity and engagement by advancing the arts,
entertainment and culture to enrich quality of
life, education, and economic development in the
greater Huntsville metropolitan region.

4. Event Planning
A to Z
 Tips that apply to events of all sizes
 Informed by experience both attending and
planning a wide spectrum of events
 We’ll take quick questions at the end of each letter
b

5. A is for AUDIENCE

6. Who’s coming?
Who is the intended audience? Ask these questions:
• W h a t a c t i o n d o y o u h o p e e v e n t a t t e n d e e s t a k e ( d o n a t e , j o i n ,
r e g i s t e r, v o l u n t e e r, e t c .) ?
• W h a t d e m o g ra p h i c g r o u p w i l l m o s t l i k e l y t a k e t h e d e s i r e d a c t i o n ?
Now, build your event to suit that audience.
b

7. The Generations
Traditionalis ts (B orn between 1925 and 1946)
B a by B o o mers (B o rn between 1946 a nd 1964)
Genera tio n Xers (B o rn between 1965 a nd 1980)
Genera tio n Ys o r Millennia ls (bo rn a fter 1980)
Which one is the key target for your event?
b

8. More about Millennials
A c c o r d i n g t o a 2 0 1 3 r e p o r t , m i l l e n n i a l s a r e u s i n g v o l u n t e e r i s m a n d
“ g i v i n g b a c k ” a s a w a y t o c o n n e c t w i t h o t h e r s :
• 5 6 % w e r e p r o m p t e d t o h e l p o u t b e c a u s e t h e y g o t t o m e e t n e w p e o p l e w h o c a r e a b o u t
t h e s a m e c a u s e o r i s s u e .
• 5 6 % g e t i n v o l v e d i n v o l u n t e e r i s m i n o r d e r t o m e e t p e o p l e .
• T h e y ’ r e t e c h - s a v v y, t o o : 4 6 % o f m i l l e n n i a l s h a v e d o n a t e d t o a c a u s e v i a a n o n p r o f i t ’ s
w e b s i t e .
S TA T S F r o m h t t p : / / b l o g . h u b s p o t . c o m / m a r k e t i n g / n o n p r o f i t - m i l l e n n i a l - s t a t s - l i s t
b

9. Determine your target
audience at the beginning
of your planning and keep
them in mind throughout.
Be Post-It
People!

10. B is for BUDGET

11. Budgets = A Plan!
No matter the s ize of your event, you need a working budget!
• Determine yo ur pro jected inco me a nd ex pens es.
• What are your expense priorities?
• Clea rly co mmunica te the budget to yo ur entire tea m.
• Co ns ta ntly Mo nito r ex penses a nd tra ck inco me .
b

12. What’s in your
budget? b
• Building/facility/location (space rental, site use
permits, security guards, portable toilets, tents,
cleanup costs)
• Advertising and promotion (save-the-date
postcards, photography, posters, invitations, event
programs, publicist costs, postage, event website
with a ticket purchase feature)
• Production (lighting and sound equipment,
technical labor, stage managers, auctioneers)
• Travel and per diem (for guest speakers,
performers, or special guests)
• Insurance
• Food and beverages (including permits for the
sale or serving of alcohol, if necessary)
• Decor (flowers, rented tables and chairs, linens,
fireworks, banners)
• Miscellaneous (prizes, awards, talent treatment,
name tags, signs, t-shirts)
• Office expenses (letter writing, mailing list and
website management, detail coordination)
• All other staff expenses
Here’s a quick rundown of budget items that may apply to your event:

13. C is for CONTRACTS

14. Tips for Event
Contracts b
• Wo r k w i t h y o u r o r g a n i z a t i o n ’s l e g a l a d v i s o r ( s ) t o d e t e r m i n e w h a t
c o n t ra c t s a r e n e e d e d . I f m o n e y i s e x c h a n g e d , i t m a y b e b e s t t o h a v e a
p a p e r t ra i l !
• F i n d a s a m p l e c o n t ra c t o n l i n e o r f r o m a p a r t n e r o r g a n i z a t i o n t o
c u s t o m i z e t o y o u r n e e d s .
• H a v e y o u r l e g a l a d v i s o r ( s ) r e v i e w a n d a p p r o v e y o u r d ra f t .
• Ke e p p a p e r c o p i e s o f y o u r c o n t ra c t s o n s i t e a t t h e e v e n t .
B e B i n d e r Pe o p l e !

15. D is for
DESIGN & DECOR

16. The First
Impression b
M a k e y o u r e v e n t s t a n d o u t w i t h e x c e l l e n t g ra p h i c d e s i g n !
• T h e s i m p l e r, t h e b e t t e r.
• U s e o n l i n e r e s o u r c e s s u c h a s P i n t e r e s t f o r i n s p i ra t i o n a n d C a n va . c o m t o
d e s i g n e v e n t c o l l a t e ra l .
• Pa r t n e r w i t h a p r i n t e r !
• S t a y t r u e t o t h e o r g a n i z a t i o n ’s b ra n d .
B r a n c h o u t a n d t r y …
w w w . f i v e r r . c o m

17. Working with a
Graphic Designer b
I f y o u h i r e o r p a r t n e r w i t h a d e s i g n e r…
- S k e t c h o u t y o u r i d e a a n d b e c l e a r a b o u t e x p e c t a t i o n s
- C h o o s e a c o l o r p a l e t t e y o u c a n c a r r y t h r o u g h o u t t h e e v e n t
-A g o o d d e s i g n e r w i l l b e w i l l i n g t o p r o v i d e y o u r f i n a l f i l e s i n t h e f o l l o w i n g
f o r m a t s , a l o n g w i t h a c o l o r g u i d e :
E P S
P N G
P D F
J P G

18. Working with an
Event Designer b
W h e n w o r k i n g w i t h a n E v e n t D e s i g n e r o r y o u r v o l u n t e e r d é c o r t e a m …
- B e c l e a r a b o u t e x p e c t a t i o n s a n d B U D G E T ( i s e v e n t d é c o r a n e x p e n s e
p r i o r i t y ? )
- S h a r e y o u r v i s i o n o f h o w t h e e v e n t / p a r t y w i l l f l o w.
-A s s i s t t h e m i n c r e a t i n g p a r t n e r s h i p s ( f l o r i s t s , r e n t a l c o m p a n i e s , v e n u e
m a n a g e m e n t , e t c .) .
- C o m m u n i c a t e a b o u t s p o n s o r s i g n a g e a n d o t h e r n e c e s s a r y d e c o ra t i o n s .

19. E is for END GOAL

20. What’s the Goal?
Fundraiser or
Friendraiser?

21. F is for FOOD

22. Eat It Up
Fo o d c a n m a k e o r b r e a k a p a r t y !
-T i m e o f d a y o f a n e v e n t c a n i m p a c t a t t e n d e e e x p e c t a t i o n s .
- I s f o o d t h e m a i n s e l l i n g p o i n t o f y o u r e v e n t ? B e t t e r m a k e i t g o o d !
-T h i n k t h r o u g h y o u r s e r v i n g m e t h o d s a n d e a s e f o r a t t e n d e e s .
- G e t i n w r i t i n g w h a t y o u r c a t e r e r w i l l p r o v i d e ( p a p e r p r o d u c t s , n e c e s s a r y
w a r m i n g a p p a ra t u s , e t c .)
- I f y o u ’ r e w o r k i n g w i t h f o o d v e n d o r s / f o o d t r u c k s , h a v e a c o n t ra c t !

23. BE GOOGLE
PEOPLE!

24. G is for GOWN OR
GALOSHES?

25. H is for
HELPING HANDS

26. Volunteer Love
S o m e t i p s f o r v o l u n t e e r m a n a g e m e n t :
- C o m m u n i c a t e , c o m m u n i c a t e , c o m m u n i c a t e !
- H a v e a n e m a i l t ra i l .
- D e l e g a t e , b u t d o n ’ t a b a n d o n .
- D e s i g n a t e v o l u n t e e r s a t e v e n t s ( s t i c k e r s , n a m e b a d g e s , s h i r t s , e t c .)
- B e g e n e r o u s w i t h t h a n k y o u s !

27. Better to be
overstaffed!

28. I is for
INDOOR OR OUTDOOR?

29. Location, Location,
Location! b
• May not have all accommodations for catering
• Sometimes fixtures, furniture and equipment are
included; sometimes not so much
• Accessibility may be an issue
• Signage is a must!
• May need infrastructure like power,
potties and plumbing
• Food and beverage licenses are different in many
cases
• Decor moves to a grander scale (tents, banners,
etc.)
• Ease of parking and entering the event changes
• WEATHER!
INDOOR: OUTDOOR:

30. J is for JOIN

31. K is for KIDS

32. Kids and Events
I s y o u r e v e n t k i d - f r i e n d l y ?
- M a k e i n t e n d e d a g e o f a t t e n d e e s c l e a r o n a l l c o l l a t e ra l .
- I f y o u ’ r e a f a m i l y - f r i e n d l y e v e n t , t h i n k a b o u t a c c o m m o d a t i o n s f o r d i a p e r
c h a n g e s a n d b r e a s t f e e d i n g .
-I f y o u ’ r e s e r v i n g a l c o h o l , c h e c k y o u r l i c e n s e a n d i n s u ra n c e a b o u t w h a t
a g e s m a y a t t e n d .
-Yo u r l i q u o r l i c e n s e m a y r e q u i r e c e r t i f i e d b a r t e n d e r s . I f i t d o e s n ’ t ,
c o n s i d e r t h e m a n y w a y. C a n y o u c u t o f f a s p o n s o r o r v o l u n t e e r ?

33. L is for LICENSES

34. M is for MONEY

35. Event Finance
M a n a g i n g t h e f l o w o f m o n e y o n s i t e a t a n e v e n t i s c r u c i a l t o t h e s u c c e s s o f
y o u r f u n d ra i s e r !
- P u t o n l y t r u s t e d v o l u n t e e r s o r p a i d s t a f f i n c h a r g e o f h a n d l i n g c a s h ,
c h e c k s a n d c r e d i t c a r d s .
- T h i n k t h r o u g h y o u r c a s h n e e d s a n d o p e r a t i o n s b e f o r e t h e e v e n t !
- D o n ’ t f o r g e t a b o u t r e c e i p t s , a c a s h b o x , a n d h o w y o u ’ l l t a k e c r e d i t c a r d
i n f o r m a t i o n .
B r a n c h o u t a n d e x p l o r e S q u a r e C a r d , t h e P a y P a l s w i p e r , V e n m o

36. N is for
NECESSITIES

37. Think Dirty
E v e r y e v e n t h a s n e c e s s i t i e s l i k e p o t t i e s a n d t ra s h .
- I f i n d o o r s , a s k t h e v e n u e m a n a g e r w h e r e e x t ra p a p e r p r o d u c t s , s o a p a n d
a n y r e s t r o o m c l e a n e r s a r e s t o r e d .
- I f o u t d o o r s , G o o g l e “ p o r t a p o t t y c a l c u l a t o r ” t o f i n d o n e o f t h e s e :

39. Trash Talk
Tra s h i s p a r t o f e v e r y e v e n t . D o n ’ t f o r g e t i t i n y o u r p l a n n i n g !
- I f i n d o o r s , h o w m a n y c a n s a n d b a g s d o e s t h e v e n u e p r o v i d e ?
-W h o i s r e s p o n s i b l e f o r c l e a r i n g t h e t ra s h a f t e r t h e e v e n t ?
-I s r e c y c l i n g a va i l a b l e ?
-I f o u t d o o r s , a r e t ra s h c a n s a n d d u m p s t e r s a va i l a b l e ?
- I f s o, w h o i s r e s p o n s i b l e f o r c l e a r i n g t h e t ra s h a f t e r t h e e v e n t ?
-I f n o t , w h a t p a r t n e r s h i p s c a n y o u f o r m t o a c c o m m o d a t e t h e e v e n t ’s
t ra s h ?

40. O is for
OPPORTUNITIES
Every event presents
collaboration opportunities;
what are yours?

41. P is for PUBLICITY

42. Needs List:
Publicity Basics b
• Press release
• Event logo and graphics
• Talking points with clear call to action
• TV and radio interviews
• PSAs
• Print materials (posters, postcards, etc.)
• Talent opportunities at your event for media
(emcees, models, “celebrity” appearances)
• Graphics customized for social media platforms
• Board, volunteers, members empowered to
INVITE, LIKE, COMMENT and SHARE
• Event hashtag that’s clearly communicated
• Email schedule for event newsletters
• Digital invitation/graphics
• Up-to-date website
• Online ticket/giving portal
• Budget for Boosting!
TRADITIONAL MEDIA: DIGITAL MEDIA:

43. Remember your target
audience? Develop a
message tailored to them!
Case in point: BEER.

44. Q is for
QUID PRO QUO

45. -Merriam-Webster
Quid pro quo - ("something for
something" in Latin); something that
is given to you or done for you in
return for something you have given
to or done for someone else
“

46. Event Partnerships
Yo u ’ r e a n o n - p r o f i t ; u s e y o u r a s k i n g p o w e r a n d t a x s t a t u s t o s t r e n g t h e n
y o u r e v e n t s … a n d s a v e m o n e y !
- F l e s h o u t y o u r e v e n t ’s n e e d s .
- E x p l o r e w h o c a n m e e t t h o s e n e e d s i n t h e c o m m u n i t y.
- M a k e t h e a p p r o a c h a s t ra d e : t h e y m e e t t h e n e e d , y o u p r o v i d e a t a x
l e t t e r, s p o n s o r r e c o g n i t i o n , e t c .
- F I N I S H T H E J O B : a f t e r t h e e v e n t , s e n d t h e t a x i n f o r i g h t a w a y, a s y o u r
t h a n k y o u !

47. R is for RSVP

48. S is for
SAFETY & SECURITY

49. Safety =
#1 Priority
Yo u ’ v e g o t i n s u ra n c e , b u t t h e f i r s t l i n e o f d e f e n s e f o r y o u r o r g a n i z a t i o n i s
Y O U . T h e s a f e t y o f y o u r e v e n t a t t e n d e e s s h o u l d b e y o u r # 1 p r i o r i t y !
- H a v e a n e m e r g e n c y p l a n t h a t a d d r e s s e s m u l t i p l e w o r s t - c a s e s c e n a r i o s .
-T h i s p l a n s h o u l d i n c l u d e c o m m u n i c a t i o n s w i t h b o t h y o u r t e a m ,
a t t e n d e e s a n d t h e g e n e ra l p u b l i c !
-T h i n k t h r o u g h f i r e e x i t s , t r i p h a z a r d s , e t c . U s e y o u r i n s u ra n c e a s a g u i d e .
-A n o f f- d u t y o f f i c e r o r o t h e r s e c u r i t y p e r s o n n e l g o e s a l o n g w a y !

50. T is for TICKETS

51. Tickets & Lists =
Necessary Evils
H o w w i l l y o u r a u d i e n c e g a i n a c c e s s t o y o u r e v e n t ? E x p l o r e y o u r o p t i o n s t o
s t a y a h e a d o f d i s a s t e r !
- K n o w y o u r c o s t p e r p e r s o n t o d e t e r m i n e p r o f i t m a r g i n o n e a c h t i c k e t ; y o u ’ l l
n e e d t h i s f o r t a x p u r p o s e s !
- D e t e r m i n e t h e c r o w d s i z e y o u r t e a m c a n f e a s i b l y m a n a g e a n d s t i c k w i t h i t .
- O f f e r o n l i n e t i c k e t i n g a n d d o n ’ t f o r g e t t h e d i g i t a l t i p j a r !
- E x p l o r e p r e - s a l e i n c e n t i v e s ( V I P t i c k e t s , e a r l y a c c e s s , e t c .) a n d c o m m u n i c a t e
t h e m c l e a r l y.
- A t t h e e v e n t i t s e l f, h a v e m u l t i p l e t i c k e t / l i s t m a n a g e r s t o g e t p e o p l e i n t h e d o o r
q u i c k l y !

52. U is for UNIQUE

53. V is for VIRAL

54. Make Social Media
Work for Your Event
G e t a g r e a t r e t u r n o n t h e t i m e y o u i n v e s t i n s o c i a l m e d i a :
- P r o d u c e s h a ra b l e c o n t e n t t h a t y o u r e v e n t a u d i e n c e c a r e s a b o u t .
- U s e t a g g a b l e c o n t e n t , l i k e p i c t u r e s f r o m y o u r l a s t e v e n t , t o p u b l i c i z e
y o u r c u r r e n t o f f e r i n g s .
- S t a y t r u e t o y o u r o r g a n i z a t i o n ’s b ra n d , b u t d o n ’ t b e a f ra i d t o t h i n k
o u t s i d e t h e b o x .
-Ta k e p i c t u r e s w i t h a n a c t u a l c a m e ra ! Yo u ’ l l n e e d t h e m l a t e r.
- U s e s o c i a l m e d i a t o m a k e y o u r e v e n t s e e m e x c l u s i v e t o a t t ra c t a t t e n t i o n .

55. W is for WEATHER

56. Whether You Like It
or Not…
… w e a t h e r c a n a f f e c t A N Y e v e n t , i n d o o r s o r o u t ! D o n ’ t f o r g e t t o :
- H a v e a p l a n f o r w h o m a k e s t h e c a l l t o d e l a y, r e s c h e d u l e o r c a n c e l .
- B e r e a d y w i t h v o l u n t e e r c o m m u n i c a t i o n s a n d a d ra f t p r e s s r e l e a s e t o
u p d a t e w i t h i n f o r m a t i o n .
- D o n ’ t h e s i t a t e t o c a l l t h e n e w s r o o m s o f e a c h s t a t i o n ( 2 5 6 - 5 3 3 - 1 9 1 9 ,
3 1 3 1 , a n d 4 8 4 8 ) w i t h y o u r a n n o u n c e m e n t .
- C o n s i d e r c l e a n u p i n t h e c a s e o f a m a j o r e m e r g e n c y.

57. X is for XYLOPHONE

58. Y is for YOUR SANITY

59. Plan to Succeed!
N o n - p r o f i t e m p l o y e e s a r e k n o w n f o r w o r k i n g a b o v e a n d b e y o n d o u r c a l l o f
d u t y. B u t b u r n o u t h a p p e n s , e s p e c i a l l y f o r t h o s e i n c h a r g e o f e v e n t s .
H e r e ’s a f e w t i p s o n k e e p i n g t h e b u r n o u t a t b a y :
- P l a n , p l a n , p l a n . Fa i l u r e t o p l a n i s a p l a n f o r f a i l u r e . H a v i n g a p l a n t o g o
b a c k t o h e l p s k e e p y o u f r o m w a s t i n g t i m e a n d e n e r g y, t o o .
- B e f l u i d . F l e x i b l e t h i n g s c a n b e n d a n d e v e n b r e a k ; f l u i d t h i n g s f i l l t h e
s p a c e t h e y ’ r e g i v e n w i t h o u t s n a p p i n g .
- B u i l d a g r e a t t e a m .
-Ta k e va c a t i o n w h e n y o u c a n !

60. Z is for ZOO…

61. But you are the
keeper!