The document provides an agenda and overview for a workshop on creating and producing high impact events. The workshop will cover event definitions, audiences and lifecycles, administration, design, operations, risk, marketing, hot topics, lessons learned, and allow time for discussion. It will include presentations, breakout sessions on supporting existing and creating new events, and aim to raise awareness of tourism, engage community leaders, and connect them with resources to develop new tourism products and experiences.

1. WELCOME

2. AS WE BEGIN
• We are very excited to have you here today
• You are encouraged to ask lots of questions and offer your opinions
• Expect to take two very short breaks at 10:30am and 2:00pm
• Lunch will run from 12:00pm to 1:00pm
• Your full attendance for all of today’s session is anticipated
• After today we invite you to fill out evaluations

3. PROGRAM OVERVIEW
Oregon Rural Tourism Studio
Presented by Travel Oregon
Coordinated by Kristin Dahl
Sustainable Tourism Development Manager

4. PROGRAM GOALS
Raise the awareness and understanding of the value of
the tourism industry and important trends
Engage a broad cross-section of the community –
including civic and business leaders – in a dialogue to
identify strengths and opportunities for capitalizing on
trends in the tourism industry
Spark creativity and enthusiasm in community leaders
to contribute to making Oregon a premiere tourism
destination
Connect community and business leaders with
resources to help develop new authentic tourism
products and leverage the assets they have

5. PROGRAM GOALS
Develop tourism experiences and products that
sustain or enhance the geographical character of a
place—its environment, culture, aesthetics, heritage,
and the well-being of its residents
Stimulate new local business development
Establish positive relationships between community
leaders and the state’s tourism development and
marketing organizations

6. PROGRAM WORKSHOPS
• Community Tourism Planning
• Agritourism Development Workshop
• Cultural Heritage Tourism Development Workshop
• Nature-based Tourism Development Workshop
• Creating and Producing High Impact Events
• Rural Tourism Marketing on a Shoestring
• Fundraising for Tourism & Teaming for Success

7. TODAY’S WORKSHOP
• Creating and Producing High Impact Events
Wednesday December 8th
9:00am – 4:00pm
Brent Dahl CMP
• Altitude Essentials LLC

8. TODAY’S AGENDA
THIS MORNING:
• Welcome and Introductions
• Definitions and Differences
• Audiences and Lifecycles
• Administration
• Design
• Operations
• Risk

9. TODAY’S AGENDA
LUNCH CONVERSATION:
• Support Existing Events (by season)
• Create New Events (by season)

10. TODAY’S AGENDA
THIS AFTERNOON:
• Marketing
• Hot Topics Today
• Lessons Learned
• Clarification and Final Thoughts

11. PARTICIPANT INTRODUCTIONS
• One specific thing you want to learn today
• What company (organization) or what activity are you involved in
• How long have you lived where you live now
• List the states (or countries) where you have lived in your life

12. DEFINITIONS and DIFFERENCES
Athletic or Sporting Events

13. DEFINITIONS and DIFFERENCES
Business and Corporate Events

14. DEFINITIONS and DIFFERENCES
Cause Related and Fundraising Events

15. DEFINITIONS and DIFFERENCES
Entertainment and Leisure Events

16. DEFINITIONS and DIFFERENCES
Exhibitions, Expositions and Fairs

17. DEFINITIONS and DIFFERENCES
Festivals

18. DEFINITIONS and DIFFERENCES
Government and Civic Events

19. DEFINITIONS and DIFFERENCES
Marketing Events

20. DEFINITIONS and DIFFERENCES
Meetings and Conventions

21. DEFINITIONS and DIFFERENCES
Social and Life Cycle Events

22. DEFINITIONS and DIFFERENCES
APEX
“voluntary standards designed by the meetings, convention, event
industry to streamline business processes and create efficiencies”

23. DEFINITIONS and DIFFERENCES
BEO Banquet Event Order. A form most often used by hotels to provide details to personnel concerned with a specific food and
beverage function or event room set-up.
Bermuda Plan Hotel accommodations with full American-style breakfast included in the rate. See BED AND BREAKFAST. See
Also AMERICAN PLAN, CONTINENTAL PLAN, DEMI-PENSION, EUROPEAN PLAN, MODIFIED AMERICAN PLAN.
See Also Bed and Breakfast , American Plan , Continental Plan , Demi-Pension , European Plan , Modified American Plan
Betacam/BetaSP Common video format for presentation graphics, not compatible with VHS format. Commercial beta is used
for broadcast quality video. See VHS Format.
See Also VHS Format
Bible See SPECIFICATIONS GUIDE.
See Also Specifications Guide
Bid Document The proposal, usually prepared in response to a request for proposals or sales lead, submitted by a destination
or a facility, inviting an organization to hold its event n their venue. See REQUEST FOR PROPOSALS
See Also Request for Proposals
Bid Manual/Specifications Written document issued by an organization which contains requirements and conditions for future
events, and solicits proposals for needed services from venues and other service providers. Often also includes primary
selection and decision procedures. Same as REQUEST FOR PROPOSAL (RFP).
See Also Request for Proposals
Bien Cuit (ben kwee) Well done, as in steak cooked well done.
Bill of Lading B/L. A document that establishes the terms of a contract between a shipper and a transportation company under
which freight is to be moved between specified points for a specified charge.

24. DEFINITIONS and DIFFERENCES
Administration
Design
Operation
Risk
Marketing

25. DEFINITIONS and DIFFERENCES
Season (Fall Winter Spring Summer)
Time (Day Night)
Indoor – Outdoor
Public Attendance – Private Invitees
Single Day – Multiple Days
Profit – Nonprofit – Government/Civic
Urban – Rural
Small – Large
Free Attendance – Admission Fee
One Time Event – Annual / Repeat Event
Agenda (Single Track – Multiple Tracks)
Program Elements (Single Stage – Multiple Stages)
Optional Attendance – Mandatory Attendance

26. AUDIENCES and LIFECYCLES
Idea
Vision
Goals
Objectives
Outcomes
Legacy

27. AUDIENCES and LIFECYCLES
“ where are you taking me? ”

28. AUDIENCES and LIFECYCLES
Internal Stakeholders

29. AUDIENCES and LIFECYCLES
External Stakeholders

30. AUDIENCES and LIFECYCLES
Intended (and Unintended) Outcomes

31. AUDIENCES and LIFECYCLES
Known (and Unknown) Legacy

32. ADMINISTRATION
Financial
Human Resources
Information
Procurement
Stakeholders
Systems
Time Management

33. ADMINISTRATION
• Open Discussion
– Problems You Have & Possible Solutions
– Decisions You Face & Possible Impacts
– Questions You Have & Possible Answers
– Judgments You Face & Possible Ramifications

34. DESIGN
Catering
Content
Entertainment
Environment
Production
Program
Theme

35. DESIGN
• Open Discussion
– Problems You Have & Possible Solutions
– Decisions You Face & Possible Impacts
– Questions You Have & Possible Answers
– Judgments You Face & Possible Ramifications

36. OPERATIONS
Attendees
Communications
Infrastructure
Logistics
Participants
Site Management
Technical Production

37. OPERATIONS
• Open Discussion
– Problems You Have & Possible Solutions
– Decisions You Face & Possible Impacts
– Questions You Have & Possible Answers
– Judgments You Face & Possible Ramifications

38. RISK
Compliance
Decision Management
Emergency Management
Health and Safety
Insurance
Legal
Security

39. RISK
• Open Discussion
– Problems You Have & Possible Solutions
– Decisions You Face & Possible Impacts
– Questions You Have & Possible Answers
– Judgments You Face & Possible Ramifications

40. LUNCH CONVERSATION
• Support Existing Events
• Create New Events

41. MARKETING
Marketing Plan
Materials
Merchandise
Promotions
Public Relations
Sales
Sponsorship

42. MARKETING
• Open Discussion
– Problems You Have & Possible Solutions
– Decisions You Face & Possible Impacts
– Questions You Have & Possible Answers
– Judgments You Face & Possible Ramifications

43. MARKETING
Sponsorship
(1) Inventory – determine low middle and
high priced opportunities; itemize properties;
price out hard costs to determine profit
(2) Prospects – SIC Code list, Fortune 500
companies, current and past sponsor list,
media
(3) Research – look at current business
climate for prospects, other competing events

44. MARKETING
Sponsorship
(4) Marketing – sponsor packet, flyers, FAQ
on event, properties, agreement form
(5) Sales – brainstorm session for scripting,
strategies to approach each prospect, local ties;
call report sheet; phone scripts; set meetings
(6) Sales Campaign – phone calls, emails,
meetings; keep track of activity (pace report)

45. MARKETING
Sponsorship
(7) Contracts – negotiate properties and price;
agreement form; fulfillment schedule
(8) Fulfillment – do what was promised;
document and photograph work performed
(9) Activation – sponsoring company makes
the most of the opportunity they purchased
(10) Recap – summary of performance

46. HOT TOPICS TODAY
• What are your “right here, right now” issues?
• What “hot topics” do you want to talk over?

47. LESSONS LEARNED
• Pre-Event Planning
– Errors, Mistakes, Miscalculations
• Event
– Errors, Mistakes, Miscalculations
• Post-Event Wrapup
– Errors, Mistakes, Miscalculations

48. CLARIFICATION
“I still don’t understand _______”
“ I just can’t get excited about ______”
“My biggest roadblock is ________”
“Can’t quite see the purpose of ______”

49. FINAL THOUGHTS
• Inspiration
• Relevancy

50. • Complete your evaluation forms
• Approach Presenter with questions
• Reconfirm your participation at next
Oregon Rural Tourism Studio event