SPECIAL EVENT MANAGEMENT
Presented by
Charmaine Wilkerson For the C e rt i f i c at e o f C o m p l e t i o n in Meeting & Event Planning
College of Extended & International Education
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www.ahleventsblog.com e-mail: charmaineusa@gmail.com
BIOGRAPHY OF CHARMAINE WILKERSON Charmaine Wilkerson, the daughter of the “mother-daughter” duo of and here’s lilly Events, Marketing & Design, has had an incredible career. Her first major event was managing the historical Opening of the Reagan Library where all five living Presidents at the time were united with their First Ladies. Charmaine has also serviced world leaders such as Margaret Thatcher, Mikhail Gorbachev, and Prince Andrew. Charmaine joined her mother, Liliana Wilkerson, founder of and here’s lilly to add the necessary ‘ingredients’ to form their event management company that took over LA by storm in the late 90’s. Logistics and complete event planning are Charmaine’s forte. Designing menus of the finest cuisines with gold-medal culinary award winning executive chefs is not only what this dynamic duo offer. With Charmaine’s planning expertise they offer the complete package in event management that creates an everlasting reflection of good taste on the client’s guests, bosses, and colleagues. Her meticulous skill for logistics makes running an event streamlined, such as she accomplished in the two Inaugurals of President Clinton, and an economic summit for Al Gore. Charmaine was contracted by CSU, Dominguez Hills in Carson, CA to bring their signature fundraising event, The Presidential Scholarship & Awards Dinner, to new levels. She also spearheaded their Certificate Program in Meeting & Event Planning through Extended Education. The mother-daughter team has been featured in ‘Business Trends’, a publication of the LA Chamber, The Downtown News, The Los Angeles Times, Good Housekeeping magazine, the Simi Valley Star News, and the Simi Valley Daily News. Charmaine currently runs the executive dining services & events for the entire operation of HP’s Executive Briefing Center in Palo Alto, CA, under the global contract management company of Compass-USA, Eurest Division. MAJOR EVENTS MANAGED: Oscar’s Governor’s Ball Emmy’s Governor’s Ball Inaugural of President George W. Bush Democratic National Convention in LA Women’s World Cup in LA World Cup, LA
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SPECIAL EVENT MANAGEMENT Presented by
Charmaine Wilkerson For the C e rt i f i c at e o f C o m p l e t i o n i n Meeting & Event Planning
College of Extended & International Education
DEFINITIONS Special Event 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
Definitions - cont’d
EVENT LEADER / EVENT MANAGER AN INDIVIDUAL IN THE PROFESSION OF EVENT LEADERSHIP/MANAGEMENT WHO IS AT THE HELM OF A SPECIAL EVENT
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EVENT MANAGEMENT SPECIALTIES
Civic
Expositions
Fairs & Festivals
Hallmark
Hospitality
EVENT MANAGEMENT SPECIALTIES – CONT’D
Meetings & Conferences Corporate/Associations
Sports
Retail
Social Life-Cycle
Tourism
Music/Entertainment
WHY ARE SUBFIELDS IMPORTANT? Business and Job Opportunities
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.
Mary Micucci
Along Came Mary 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."
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.”
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SPECIAL EVENTS MAGAZINE
$250 million +
5 CRITICAL STAGES OF SUCCESSFUL EVENT MANAGEMENT • Research • Design • Planning • Coordinating • Evaluation
RESEARCH •
Quantitative - is generally conducted in a survey manner which describes mostly demographics
•
Qualitative - is to probe for hidden meanings in the quantitative studies
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RESEARCH To produce an effective event incorporate in your market research the 5 W’s: • Why • Who • When • Where • What
RESEARCH “Why” should you produce this event to begin with “Who” will be the stakeholders • Internal - board of directors, committee members, staff • External - those who will be investing in your event Sponsors, guests, donors
RESEARCH “When” will the event take place. • Time of year may influence location. i.e. outdoors vs. indoors affects your event management time frame “Where” will the event be held
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RESEARCH “What” is the end result you wish to accomplish both for the guests and internal stake holders. This should tie in with the rest of the W’s Why, Who, When & Where Once you have answered the 5 W’s, the next is “How”
RESEARCH “How” will your organization fund the event. This will also determine some of the W’s. Budget - having it determined is crucial to producing a successful event.
DESIGN •
Brainstorming
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Creativity
•
Theme Resources - www.event-planner.com, www.specialeventsmagazine.com, www.specialevents.com, www.party411.com
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PLANNING
Timing • Space • Tempo • Marketing •
PLANNING 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
PLANNING
Space • Location - Site inspection • Space of time between critical decisions
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PLANNING
Tempo is the rate at which events take place during the planning stage • Time-Line • Task List • Managing Planning Committee
PLANNING Marketing your event by • Promotion • Advertising • Public Relations • Mini Events • Local Internet Listings • Social Media
PLANNING Promotion Know your event product. The most successful salespeople have both expert knowledge of the product and effective sales skills. Identify your target market
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PLANNING
Advertising Print not only in magazines or newspapers but in association and organization newsletters, flyers, or website
PLANNING
Public Relations • Press Releases - pre, during, and post event • PSA, TV • Internet
PLANNING
Mini Events Using miniature events to promote larger events, such as
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PLANNING Local Listings u Zvents.com u Eventbrite.com u Events/OC
Register.com
PLANNING Social Media u Twitter u
Hash Tags: #csudhevents, #eventprofs
u Facebook: personal, business u Pinterest:
use visual images to promote : ahlEVENTSBlog.com u Internet and apps : foursquare.com u Blogs
PLANNING Social Media – cont’d u LinkedIn u Groups
: Event Planning & Event Management
u Sub-groups: u Social
Media and Event Technology for Event Planners and Meeting u Career Advice for Event Planning & Management
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COORDINATING • • •
Executing the Task List by appointing leads Overseeing Time-Line Event Production Schedule (Event Time-Line)
EVALUATION • •
Stakeholders Guests/Attendees
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Event Planner – Task List Group Responsible 12 Weeks Before Event Program Committee Program Committee Program Committee Program Committee Program Committee and Treasurer Program Committee Sponsorship Committee Sponsorship Committee 11 Weeks Before Event Program Committee Program Committee Sponsorship Committee 9 Weeks Before Event Program Committee Administrator Administrator Program Committee 8 Weeks Before Event Program Committee Program Committee Sponsorship Committee Sponsorship Committee 4 Weeks Before Event Administrator Sponsorship Committee Program Committee 2 Weeks Before Event Program Committee 1 Week Before Event Program Committee Administrator Administrator
Task Determine event date and time Determine event theme Develop agenda Identify potential speakers Set budget and registration fees Book Venue Develop sponsor package Identify potential sponsors Invite Speakers Send out speaker memorandum of agreement or contract (find a sample) Begin soliciting potential sponsors Finalize agenda Post event on chapter website and main events calendar on ACG Web site Send out email invite to all potential attendees Finalize speakers and agenda Determine menu and room set- up with venue (sample menu) Confirm any audio visual needs with speakers Continue to secure sponsors Secure signed sponsor agreement form (find a sample) Follow-up on any key players that have not registered Order any signage that may be necessary for sponsors Confirm menu and room set- up with venue Collect and/or print any materials speakers may provide for handouts Re-confirm all arrangements with venue Print membership applications for non-members Print name badges
EVENT 1 Week After Event Administrator Membership Committee
Follow-up with all event guests with survey Follow-up with any non-members with a member kit
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Final Event Show Flow Time Action 3:55 -‐4:00 Photo Slide Show
Screens Photo Slide Show “Submitted Presentations – title page montage” BMC Title Slide
Audio Music from slide show
Notes Need to take title pages and make a slide show montage and music. Do we have this done yet?
VO by Scott Petersen
“Students, Faculty, Contestants, Entrepreneurs, Sponsors, Mentors and Guests, welcome to the 2011 Business Model Competition Finals. Introducing your Emcee for the evening, let’s give a big welcome to Mr. Keith McCord, KSL News anchor and Reporter and emcee extraordinaire.” Wireless or podium microphone? Includes recognition of workers, sponsors, etc. Queue first presenter
Keith McCord (per script) Nathan Furr Background music – upbeat and energetic Order of presenters: 1) Textwaiter 2) Kalood 3) MealDrop 4) Gamegnat Background music – upbeat and energetic
4:00
Voice over welcome and introducing host
4:01
Welcome Opening Remarks Nathan Furr Presentations –
“
4:15
Presenter(s) for Company #1 goes to stage
PPT for Company #1 Textwaiter
4:30
Presentation and Q&A ends Set up next Company Presenter(s) for Company #2 goes to stage Presentation and Q&A ends Set up next Company
“
4:05 4:10
4:45
BMC FINAL EVENT Show Flow & Script
“ “ “
PPT for Company #2 Kalood
Background music – upbeat and energetic Page 2 16
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1. Indeed.com
RESOURCES Career Resources
2. hospitalitycareernet.com 3. hospitalityadventures.com 4. hcareers.com 5. MPI Job Bank – mpiscc.com, mpiweb.org 6. ISES Job Bank – ises-‐la.com Organizations 1. ISES – International Special Events Society, ises-‐la.com 2. NACE – National Association of Catering Executives, nace.net 3. AFP – Association of Fundraising Professionals, nsfre.org Certifications 1. CSEP – Certified Special Event Professional Agency – ISES, ises.com 2. CMP – Certified Meeting Professional Agency – CIC (Convention Industry Council), conventionindustry.org 3. CFRE – Certified Fund Raising Executive Agency – CFRE International, cfre.org
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REFERENCES
1. “Special Events Best Practices in Modern Event Management” Second Edition Written by: Dr. Joe Jeff Goldblatt, CSEP 2. “Exceptional Events Concept to Completion” Written by: Elizabeth A. Wiersma, CSEP and Kari E. Strolberg
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