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
Event Management Specialties
Civic
Expositions
Hallmark
Fairs & Festivals
Hospitality
Event Management Specialties – cont’d
Meetings & Conferences Corporate/Associations
Sports
Retail
Tourism
Social Life-Cycle
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.”
Special Events Magazine
George P. Johnson Experience Marketing
$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
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
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
•
Creativity
Theme Resources - www.event-planner.com, www.specialeventsmagazine.com, www.specialevents.com, www.party411.com •
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
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
Planning
Adver tising 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
Planning Local Listings Zvents.com Eventbrite.com Events/OC
Register.com
Planning Social Media Twitter
Hash Tags: #csudhevents, #eventprofs
Facebook: personal, business Pinterest:
use visual images to promote Blogs : ahlEVENTSBlog.com Internet and apps : foursquare.com
Planning Social Media – cont’d LinkedIn Groups
: Event Planning & Event Management Sub-groups:
Social Media and Event Technology for Event Planners and Meeting
Career Advice for Event Planning & Management
Coordinating • • •
Executing the Task List by appointing leads Overseeing Time-Line Event Production Schedule (Event Time-Line)
Coordinating •
Volunteers
Coordinating
Coordinating
Coordinating
Coordinating
Coordinating
Coordinating
Coordinating
Coordinating
Coordinating
Coordinating
Coordinating
SATELLITE KITCHEN
KITCHEN SET-UP
BUS STATIONS
ROLL CALL
GYPSY KINGS SOUND CHECK
STAFF BREAK
STAFF PHOTO
RECEPTION
LILLY WITH A TABLE SET-UP
KITCHEN SERVICE
Happy CLIENT
Happy Event Managers
RECENT EVENTS
DINING ROOM SET-UP
DINING ROOM SET-UP
DINING ROOM SET-UP
DINING ROOM SET-UP
DINING ROOM SET-UP
Evaluation • •
Stakeholders Guests/Attendees