Luxury Event Management & Communication Autumn 2023.2 PDF

LUXURY EVENT MANAGEMENT & COMMUNICATION AUTUMN 2023.2 ORGANIZATION OF THE EVENT: STEPS 2 INTERNAL 1 – LET´S ORGANIZE: YOU ARE THE MEETING PLANNER CONCEPT COORDINATION CONTROL EXECUTION HOW MUCH TIME IS NEEDED? DEPENDING ON THE SIZE AND TYPE OF THE EVENT 3 INTERNAL THE END & CLOSE TH...

LUXURY EVENT MANAGEMENT & COMMUNICATION AUTUMN 2023.2 ORGANIZATION OF THE EVENT: STEPS 2 INTERNAL 1 – LET´S ORGANIZE: YOU ARE THE MEETING PLANNER CONCEPT COORDINATION CONTROL EXECUTION HOW MUCH TIME IS NEEDED? DEPENDING ON THE SIZE AND TYPE OF THE EVENT 3 INTERNAL THE END & CLOSE THE CONCEPT ❖ ANALIZE THE NEEDS OF THE CLIENT ✓ Meet the client ✓ Talk about the objectives ✓ What do they expect to achieve ✓ ✓ ✓ ✓ ✓ 4 Make noise Increase Brand awareness Create a wish on the audience Have more customers Sales growth INTERNAL Freepik.es THE CONCEPT ❖ DEFINITION OF THE EVENT ✓ Any common thread or a story to be told? ✓ How will it be named? ✓ What Budget is available? ✓ ✓ Size and target: how many guests, where do they come from, who are they? ✓ Where will the event take place? 5 INTERNAL THE CONCEPT ❖ DEFINITION OF THE EVENT ✓ When? Must check local and regional holidays and if there are any other important events ✓ Will you have speakers, performers, special guests or celebrities? ✓ Define if you can handle it or would need a team ✓ Is the event a ticketing one or not? ✓ Promotion: logo, branding and identity guidelines, website and online registration process 6 INTERNAL COORDINATION ❖ CHOOSE THE TEAM ✓ Preview staff needs in advance, need training ✓ Identify roles and tasks ✓ Mark deadlines for each task ✓ Establish processes: coordination meetings, how will you communicate 7 INTERNAL COORDINATION ❖ ORGANIZE THE BUDGET ✓ Projection of all income and expenditure ▪ Direct & indirect costs ▪ Variable & fixed costs ▪ Foresee unexpected expenses ✓ Check availability and costs of speakers, performances & special guests 8 INTERNAL COORDINATION ❖ CHOOSE THE VENUE ✓ What does the space say about the Brand? ✓ Facilities ✓ Professionalism of the Events Departement ✓ Experience in the world of events ✓ Contracting conditions: ▪ Payment terms ▪ Cancellation policy Parador.es 9 INTERNAL COORDINATION ❖ CHOOSE THE VENUE ✓ Additional taxes, local taxes ✓ Do you need accommodation? ▪ With the hotel/s: negotiate rates, rooms block, option date, upgrades & terms ✓ Visit the venue and concrete details ✓ Reserve the space (deposit) and signed the contract 10 INTERNAL Parador.es COORDINATION ❖ DEFINE THE STRUCTURE OF THE EVENT ✓ Agenda: breaks, parts of the event, opening hour and close ✓ Room set up ✓ Quality standards: decoration, amenities, gifts, catering…WOW factor ✓ Technical and Audiovisual equipment required: WIFI, choose solutions, ask for rates proposals, compare 11 INTERNAL Parador.es COORDINATION ❖ DEFINE THE STRUCTURE OF THE EVENT ✓ Stage: lectern, furniture, set up • Comfort monitors for the speakers • Ensure back up equipment • Water/glasses replacement between speakers ✓ Lighting, visual effects, sound ✓ Do you need hostess? Tasks, uniform, schedule ✓ Confirm with the venue the load in and out area, parking of suppliers vehicles and set up schedule 12 INTERNAL COORDINATION ❖ PARTNERS / SPONSORSHIP ✓ Sponsorship is a business relation ✓ Between a provider of funds, resources or services & an individual, event or organization which offers in return some rights ✓ It is an association that may be used for comercial advantage 13 INTERNAL COORDINATION ❖ PARTNERS / SPONSORSHIP ✓ The sponsor must compatible with your event ✓ How long will the association last? ✓ Benefits for the sponsor ✓ Will it be exclusive? If there are more than one partner, any incompatibility? ✓ The sponsor can contribute with money or can make a contribution in kind ✓ Must create an exhibitor manual where they have included what do they get 14 INTERNAL COORDINATION ❖ PROTOCOL / VIP AREA ✓ Do you need a VIP area? ✓ If necessary, establish a person in charge of the VIPs ✓ Coordinate all the details relating with the VIP/celebrities ✓ Seats reserved? ✓ Table plan? Notinerd.com 15 INTERNAL COORDINATION ❖ PROMOTION Stablish promotion actions adapted to the type of event: ▪ Advertising: TV, newspaper, radio, magazines, press release ▪ Social networks: better use a specialist to manage the message, videos, pictures, #to be used, influencers ▪ Public relations ▪ Telemarketing, email marketing ▪ Personal selling ▪ Webside Pinterest 16 INTERNAL COORDINATION ✓ Invitation: How to do it? What should it include? ✓ Stablish a system to manage RSVP ✓ Take care of the quality – take care of your image ▪ 17 letter font, orthography, composition of the text INTERNAL COORDINATION ❖ TICKETING / FUNDRAISING ✓ How the tickets are sold? ✓ Must include rules & regulations ✓ Security system, avoid forgery ✓ Follow the normative Hosbeg.com ✓ Cancellation policy 18 INTERNAL COORDINATION ❖ LICENSING & INSURANCE ✓ Very important to assure the event with the adecuate insurance cover ✓ Be sure the venue, the suppliers and the exhibitors all have their own insurances, risk assessments and that they meet the normative ✓ Do you need to inform authorities? ✓ Procedures to deal with situations as evacuation, fire, etc. Coordinate with the venue staff 19 INTERNAL COORDINATION ❖ CONFIRM FOOD & BEVERAGE NEEDS ✓ Different services & when ✓ Composition of each menu and final price ✓ Protocol, decoration ✓ Final catering numbers and dietary requirements ✓ Uniform of the service staff ✓ Arrange catering for your crew Bechic.es 20 INTERNAL COORDINATION ❖ ORGANIZE SPEAKERS AND/OR PERFORMERS ✓ Timings ✓ Details of what AV equipment do they need for their presentation ✓ When do they have to sent the content ✓ Accommodation and travel arrangements when needed 21 INTERNAL CONTROL ❖ ELABORATE A RUNNING ORDER ✓ It is a pre-event checklist ✓ Must include all the details of the event ✓ All the staff/crew must be familiar with it ✓ It helps to check everything is in order 22 INTERNAL CONTROL ❖ BRIEFING WITH THE STAFF ABOUT THE EVENT ✓ It includes all the suppliers ✓ Confirm they understand the running order ✓ Confirm they know the protocol ✓ Specify code dress for the staff ✓ Specify roles, timings, responsabilities ✓ Specify how you Will be in touch during the celebration of the event 23 INTERNAL CONTROL ❖ JUST BEFORE THE EVENT STARTS ✓ Update the team with any changes ✓ Final walkthrough the venue ✓ Must inform of any changes in final numbers for the F&B services ✓ Assure all the staff is prepared and on place Freepik.es 24 INTERNAL CONTROL ❖ JUST BEFORE THE EVENT STARTS ✓ Check cleanliness ✓ All suppliers must be ready on time ✓ Speakers and performers ready ✓ Check sound, lightning, presentations, videos, WIFI Ctigroup.es ✓ Confirm the exhibitors & sponsors are on place and that the have everything they need 25 INTERNAL EXECUTION Villabaroncino.com Datuopinion.com Bechic.com Chilango luxurymomentsgroup.com 26 INTERNAL EXECUTION ✓ Be in contact with both the client and the venue Events Department ✓ Do not relax - Be aware that could have unexpected matters ✓ Schedule must be carried out ✓ Inform the venue/catering of any delay on the timing ✓ Review cleanliness when F&B services are finished 27 INTERNAL THE END ❖ AFTER THE EVENT 28 ✓ Meeting with the venue ✓ Thanks the speaker/performers ✓ Review the final bill ✓ Share feedback and images ✓ Finalize Budget ✓ Meet the suppliers. Get feedback and check final invoices INTERNAL THE END ❖ AFTER THE EVENT ✓ Get feedback from the attendees (survey) ✓ Get information from the staff, they may have suggestions ✓ Ask sponsors and exhibitors and get their feedback ✓ Meet the client – were the event objectives achieved? 29 INTERNAL 2 – LET´S ORGANIZE: YOU ARE THE VENUE Parador.es yacht-haven-phuket.com Laprometidafotografia.es The business of fashion 30 INTERNAL QUOTE RFP HOW DO YOU RECEIVE THE REQUESTS FOR PROPOSALS? PLATFORMS: DIRECT MAIL WEBPAGE 31 INTERNAL ELABORATING THE PROPOSAL ▪ Different services rates ▪ DDR (Day Delegate Rate) ▪ F&B Offer: plated menus, cocktails, finger buffet, coffee breaks, brunch, gala menus… RATES & OFFER ▪ Yield Management Implementation - In accommodation - In meeting rooms Sell to the right costumer, at the right time, to the right guest, at the best possible time, for the highest amount ▪ 32 www.revfine.com INTERNAL 33 INTERNAL 34 INTERNAL ELABORATING THE PROPOSAL • You will have to give a commission to the agencies • Have on mind when you quote • NET VS. GROSS COMMISSIONS 35 ✓ ✓ ✓ ✓ Accommodation: 10-12% Meeting rooms: 10% F&B: 5-8-10% AV and other services: non commissionable INTERNAL SITE INSPECTION ✓ Coordinate with the client the date and time of the visit ✓ Do they need accommodation? ✓ Inform about the site inspection policy ✓ Inform all the team about the site inspection – elaborate a function sheet if neccessary ✓ Confirm the menu/s to be taste by the client ✓ Before the client arrives, check all the spaces to be shown (neat, clean, tidy) ✓ Leave enough time for the site inspection if you have another one afterwards 36 INTERNAL Room blocks: the total number of sleeping rooms reserved for an event, or the number of rooms, seats, or space reserved in advance for a group. Room pick-up: the number of facility guest rooms actually used out of a room block. Attrition: the difference between the actual number of sleeping rooms picked up and the number agreed to in the terms of facility contract. Room Block : 150 RRNN Pick up: 125RRNN Attrition: 25RRNN 37 INTERNAL Group rate: confirmed rate extended to attendees booking their sleeping rooms accommodations as part of a group room block. Cut-off date: designated date when the facility will release a block of sleeping rooms to the general public. Cancellation clause: provision in a contract that outlines damages to be paid to the noncancelling party if cancellation occurs, due to the canceling party’s breach of the contract. 38 INTERNAL Group Name Address Contact Person Position Company Fax Day of Event Telephone VAT number 39 INTERNAL Explanation of contracted Rates Pricing Details • • • • 40 Rooms Categories Dates Prices per nights Room nights • • • • • • • • INTERNAL Prices Meals included Taxes Valid Dates Check in/out time Complementary rooms 3rd person charge Conditions of extra charges incurred by the guests Request of Rooming List • Name & surname • VIP guests • Requests Data Privacy • Data Protection Law • Handling Customer Data Attrition Policy Cancellation Policy No show Policy Deposit Policy 41 INTERNAL CONTRACT`S PART: MEETING ROOMS • Pricing Details • Meeting Rooms Names • Dates • Time • Service • Set Up • Nr. Of People • Prices per meeting room 42 INTERNAL Explanation of contracted Rates Additional Services • • • • • Group luggage handling Fee Meals / Drinks included Taxes Commission if applicable Check in/out time and charge in case of delay • Complementary rooms • Room Variation policies 43 • Distribution of gifts • Distribution of personalized gifts • Security service • Loading and unloading of materials INTERNAL CONTRACT`S PART: MEETING ROOMS Attrition Policy Cancellation Policy No show Policy Deposit Policy 44 INTERNAL Pricing Details Meeting Rooms Names Dates Time Service Set Up Nr. Of People Prices 45 INTERNAL CONTRACT`S PART: FOOD & BEVERAGE 46 Explanation of contracted Rates • • • • Menus/ Drinks included Taxes Commission if applicable Complementary menus Additional services • • • • Flower arrangements Printed Menu Card White chair covers Rental of special table linen/chairs INTERNAL Attrition Policy Cancellation Policy No show Policy Deposit Policy 47 INTERNAL Damages policy 48 Bank details Acceptance Bank name Signatures Address Names Iban number Company/hotel Swift code Positions Account number Date INTERNAL 49 Between 119 and 90 days in advance (indicate date) 10% of the total of the proforma invoice will be invoiced Between 89 and 60 days in advance (indicate date) 25% of the total of the proforma invoice will be invoiced Between 59 and 30 days in advance (indicate date) 50% of the total of the proforma invoice will be invoiced Between 29 and 10 days in advance (indicate date) 80% of the total of the proforma invoice will be invoiced Between 10 days and the event date (indicate date) 100% of the total of the proforma invoice will be invoiced The calculation will be made based on the total of the proforma invoice for the services originally contracted :: :: INTERNAL 50 01 02 03 04 05 Between the signature of the contract and 90 days before arrival, a reduction of 25 % of the total number of contracted roomnights will be allowed with no penalisation. Between 89 and 30 days no penalisation will be applied to reductions of 15 % on the revised room block Between 29 and 10 days no penalisation will be applied to reductions of 10 % on the revised room block Between 9 and 3 days no penalisation will be applied to reductions of 5% on the revised room block 3 days before the arrival day, if there is a reduction, total of the reduced roomnights :: :: INTERNAL 15 days or more before arrival will incur no penalisation From 14 to 10 days before the arrival date, if the cancellation affects more than 25% of the expected attendees, a charge of 40% of the contracted services will be made for the number of people cancelled From 9 to 3 days before the arrival date, if the cancellation affects more than 10% of the expected attendees, a charge of 60% of the contracted services will be made for the number of people cancelled From 3 days before the arrival date until the arrival day, the total amount for the contracted services will be charged. 51 :: :: INTERNAL Example of Meeting rooms attrition policies 45 or more days before the arrival date, with no penalisation 52 From 44 to 20 days before the arrival date, 25% of the total meeting room rental cancelled will be invoiced :: :: From 19 to 10 days before the arrival date, 50% of the total meeting room rental cancelled will be invoiced. INTERNAL From 9 days before the arrival date until the arrival date, the total amount meeting room rental cancelled will be invoiced. First deposit of 15% of the total of the proforma invoice as confirmation of the event on signature of the contract. Second deposit of 35% of the proforma invoice (date: three months in advance of the event date) Third deposit of 25% of the total of the proforma invoice (date: two month in advance of the event date) Remaining amount of the invoice, 25%, be paid 20 working days before the arrival of the group. 53 :: :: INTERNAL Hotel Details • • • • Name Address Telephone email Guest Details • • • • 54 Name Address Telephone email INTERNAL WHEN THE CLIENT CONFIRMS ✓ Before sending the Addendum, confirm basic needs with the client, specially spaces and rooms to be reserved ✓ Adapt the cancellation policy to the following matters: ▪ Anticipation of the reservation ▪ Size of the group/event ▪ The demand you have for the dates requested (expected and historical market activity) 55 INTERNAL WHEN THE CLIENT CONFIRMS ✓ Payment conditions: ▪ Deposit payment ▪ Does this client have credit with you? ✓ Force majeur clause: reviewed because of Covid19 56 INTERNAL FUNCTION SHEET (service sheet/service order) ✓ It is the most important document at the venue ✓ To communicate different departments of the services contracted by the client ✓ It must be organized by day and time ✓ Must be sent with enough anticipation 57 INTERNAL FUNCTION SHEET (service sheet/service order) ✓ IT MUST INCLUDE THE FOLLOWING INFORMATION: 1. Name of the event 2. Date in / Date out 3. Client´s invoice information 4. Number of rooms (if the venue is a hotel and the event includes accommodation) 5. Information about arrival times (specially if coming by bus) 6. Any VIP treatment, upgrades, details 58 INTERNAL FUNCTION SHEET (service sheet/service order) ✓ IT MUST INCLUDE THE FOLLOWING INFORMATION: 7. Invoicing information (charges on behalf of the client and direct payment charges) 8. Meeting rooms/event spaces & services: ▪ ▪ ▪ By day In each day, by timing In each space: - 59 set up number of pax AV equipment price schedule - any information about decoration - amenities in the meeting room INTERNAL FUNCTION SHEET (service sheet/service order) ✓ IT MUST INCLUDE THE FOLLOWING INFORMATION: ▪ Food & Beverage information: - set up number of pax menu composition any dietary requirements - information about decoration schedule price per person protocol (if required) ▪ Prices breakdown (depending the internal organization) ▪ A space for remarks 60 INTERNAL THE EVENT DEVELOPMENT ✓ Check list to assure eveything is in order: ✓ Set up ✓ Details ✓ Cleanliness ✓ Any light burnt out? ✓ AV equipment ready – suppliers on time ✓ Inform different departments of any changes ✓ Welcome the client / organizer / agency ✓ Review with the client details of timing and any changes ✓ During the development of the event, be accessible for the client 61 INTERNAL THE EVENT DEVELOPMENT ✓ Must supervise the service, confirm everything runs smoothly ✓ Farewell the client: get feedback to improve in the future ✓ Inform other departments of any comment (positive or negative) ✓ Review the invoice Depositphotos 62 INTERNAL THE EVENT DEVELOPMENT ✓ Many venues have a Customer Satisfaction Survey: ✓ Questions must give you enough information ✓ Simple lenguage, polite ✓ Not too long ✓ No double or complicate questions ✓ Neat and readable Font ✓ Well designed 63 INTERNAL THE END LEARNING OUTCOMES: 1. Determine the needs of hosts and guests according to the different roles and structure of an Events Department. 2. Demonstrate event sales techniques and negotiation skills, apply pricing strategies for events. 3. Apply especific protocol procedures for different kinds of events. 4. Analyzing the process of an event within a hotel an organize an event incorporating various aspects of planning, coordinating, cost control, revenue maximization and evaluating. 64 INTERNAL REFERENCES & BIBLIOGRAPHY ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ Swarbrooke, John (2018) The meaning of luxury in tourism, hospitality & events Meeting Professionals International - https://www.mpiweb.org International Congress and Convention Association - http://www.iccaworld.com https://corporatefinanceinstitute.com https://luxe.digital/business https://www.health-tourism.com https://www.liquisearch.com/history_of_the_alps https://blog.luxurygold.com https://www.aluxurytravelblog.com https://www.hosteltur.com https://archive.unu.edu https://www.ferrerhotels.com https://www.eventplanner.net ttps://www.socialtables.com (Cevent) https://eventacademy.com https://www.deustoformacion.com https://www.alliedmarketresearch.com https://www.freeman.com REFERENCES & BIBLIOGRAPHY ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ https://eventwo.com https://www.amexglobalbusinesstravel.com https://blog.swapcard.com https://www.quytech.com/ http://www.farmaindustria.es Top 50 Event Organizers and Agencies - Eventex Index https://diferencias.xyz/ https://esspecprotocolo.com www.thefreelibrary.com ▪ Magazines: ▪ ▪ ▪ ▪ Eventosmagazine 91 Eventosmagazine 95 Eventosmagazine 96 Punto Mice Thank you very much!