Event Planning: Concept and Objectives

Event Concept and Objectives

• Event design experience requires designing an event venue, creating the event experience, and drawing up a program of activities.

Key Elements of a Unified Event Experience

• Invitation
• Registration
• Atmosphere
• Program
• Treats.

Invitation Considerations

• The goal is to make people aware and entice them to attend
• Awareness, delivery method are concerns
• Deliver a powerful first impression and establish audience perception
• Create anticipation, and provide a prelude to the event
• Types can include agendas, brochures, cards, catalogs, coupons, emails, internet/website, posters, notices/memos, program books, and tickets/passes.
• Invitation design needs inclusion of event theme, one logo and consistent artwork
• An invitation should communicate event title, host, date/time, venue, RSVP and guest attire/instructions.

Registration Considerations

• Need for planning the arrival process for guests including entry points, greeters, and initial activities
• Pre-event or on-site registration options can offer a hybrid of the two
• Preregistration assists with seating plans, food, amenities, and ensures attendance numbers
• Provide early registration incentives such as discounts, gifts, special receptions, or raffles.

Atmosphere Considerations

• Consider how the event looks, sounds, smells, feels, and tastes
• The goal is to identify the elements that lead to a memorable experience

Décor and Furnishings

• Room furnishings and fixtures affect event mood, whether dining, meeting, or seminar
• Establishing brand presence impacts decoration choices and event environment design
• Selection and planning of décor and furnishings should consider objectives, budget, time, safety, and sustainability

Event Space Terminology

• Green Room: A room stocked with refreshments for artists, speakers, and media.
• Air Wall: Movable barriers dividing a large space into smaller sections.
• Aisle: Space for traffic movement between booths/stands or tables and chairs.
• Back Drape: A curtain or fabric panel that provides a backdrop for a speaker or stage.
• Lectern: A stand for speakers to rest notes or books.
• Podium: A raised platform where a speaker stands. Also called a riser.
• Place Card: A card placed on the table with the name of the person designated to sit there.
• BEO (Banquet Event Order): A form used by hotels with details for event room set-up, food and beverage service.
• Turn Around Time: The time it takes to break down and reset a room.
• Technical Provisions and Production: Mix of knowledge and creativity in light, sound, live feed, visual equipment, digital, staging plus needed equipment.

Technical Production Considerations

• Power availability
• Room and lighting control
• Loading dock
• House sound system
• Wall positioning
• Room capacity
• Ceiling heights

Technical Event Terminology

• Tech Check: A review of all technical aspects of the production.
• Technical Rehearsal: A run-through of technical aspects such as lighting, sound, and special effects.
• Technical Director: Person who gives the cues from the control room.
• Technician: An expert in audio-visual, mechanical, or electrical equipment.
• Walk-In/Out Music: Music accompanying arriving and exiting guests.
• Backline Equipment: Equipment such as amplifiers and sound equipment for musicians.
• BMI (Broadcast Music Incorporated)
• Load In/Out: Scheduled times for crew to load and unload equipment.

Production/Staging Contractor Responsibilities

• Program design
• Program script
• Hosting
• Sound and lighting equipment
• Projection equipment
• Stage direction
• Backstage management

Program Structure

• Dependends on host/organizer decisions
• Combines simultaneous or sequential activities like sessions, entertainment, food, exhibitions, and games

Program Flow

• Program schedule designed to achieve event purpose
• Includes timing of elements, on-site production documents, scripts and agenda
• Planning should also take religious and cultural traditions, protocal, and ceremonies into account
• Standard chronological sequence of activities is common

Event Program Examples

• Invocation, National Anthem, Opening, Topic 1, Highlight 1, Coffee break, Topic 2, Topic 3, Lunch, Activity, Topic 3, Highlight 2, Closing are all elements of a Conference/Convention program
• Plenary Session, Introduction of Session Chair, Opening Remarks, Keynote Speaker, Reactor, Open Forum, Break-out Session, Recap and Closing Remarks are all elements of an International Convention Program
• Opening Ceremonies, Invocation, National Anthem, Welcome Remarks, Introduction of Guest Speaker, Keynote Speech, Ribbon-Cutting, Tour of the Exhibits, Dinner and Closing Ceremonies are all elements of a Trade Exhibit.

Program Flow Guidance

• Determine available time for conference/convention then fill schedule with activities
• Use a visual aid like a clock face to organize timing of each activity
• Draft a SEQUENCE GUIDE with time starts/stops, assigned person, and requirements for each activity
• Coffee and lunch divides time

Key Program Terminology

• Keynote Speech is the primary theme.
• Plenary Sessions are concurrent sessions on industry topics.
• Plenary Speakers belong to the hosting organization or industry.
• Professional Speaker is an expert outside of the host organization and are sometimes called a Marquee Keynote Speaker
• General Session is open to all attendees.
• Break-out Session is a focused session (1-2 hours) offered simultaneously; atendees choose the sessions to participate in.
• Panel Discussion involves subject matter experts.
• Concurrent Sessions occur simultaneously with different themes.
• Rap Sessions are informal.
• Rapporteur is appointed to summarize session proceedings.

Speaker Arrangement

• Speaker selection can make or break an event
• It is best to closely match a speaker's credentials with their assigned topic

Speaker Types

• Humorist
• Motivational
• Celebrity
• Industry
• Perfect Fit

Entertainers

• They break up a serious tone in events
• They highlight a fellowship or program
• The organizer and host must wisely brief the entertainer on the theme, program, and guest profile to ensure they are appropriate.

Entertainment Value

• Entertainment can make or break the event
• Right entertainment = great event
• Wrong entertainment = event breakdown.

Treats

• These consist of food and beverage or activities.

Food and Beverage

• Provides an environment for socializing and networking
• Serving great refreshments and meals is a way to honor guests

Determinants of Food and Beverage Requirements

• Proflile of attendees
• Budget
• Date and time of event
• Event objectivies
• Determinants of food and beverage requirements
• Program schedule
• Expected number of attendees are all determinants of food and beverage requirmenets

Catering Considerations

• The event organizer must identify if the venue has a catering contractor or relies on an outside one
• The menu must conform to theme
• Some hotels discourage food take out
• The food monitor should be able to politely inform the guests that food takeout is not allowed.

Special Menu Options

• Vegan/Vegetarian
• Ovo
• Percetarian
• Halal
• Kosher
• Allergen free
• Gluten free
• Organic

Common Service Styles Used in MICE (Meetings, Incentives, Conferences, Exhibitions) Events

• Butler
• Plated
• Buffet
• Food Stations
• Concessions

Catering Coordination

• The caterer should be briefed about program flow to sync food
• They must know when certain drinks will be served, when buffet stations are open, and when plated courses will be brought out

Service Contract/BEO Elements

• Menu
• Number of Wait Staff
• Service Style, Function, Layout, Color/Motif, Type of Dinnerware
• Names of Important Contacts
• Setup and Ingress Schedule
• Guarantees

Staff Meals

• They should supply separate meals for operations, production, and security teams because of staggered schedules
• The number of people to be fed should be controlled to avoid high incremental cost

Alcohol Service

• Service depends on guest age and profile
• Accredited bartenders should control portions as a risk measure
• Mocktails should also be served to minors

Pocket Events or Companion Activities

• The event host can extend hospitality with activities outside the main program for companions of guests
• Examples are city tours, excursions, or sports
• Plan these peripheral activities with emphasis on safety and security