Chapter 13 Special Events

Chapter 13: Special Events What Event Planners Do - The forecast for event planners includes a growing demand for current and future employment opportunities. The title“event planner” was first introduced at hotels and convention centers. Event planners are responsible for planning an event, from start to finish. This includes setting the date and location, advertising the event, and providing refreshments or arranging catering services, speakers, or entertainment. Event Management - - - - - - Things do not just happen by themselves; it takes a great deal of preparation to stage a successful event. To hold a successful event, the organizer should have a vision and leader/manager skills in the following key result areas: marketing, financial, operational, and legal. Sponsors provide money or in-kind contributions and receive recognition as sponsors of the event, including use or display of their logos in the event’s promotion. Sponsors expect to get something in return for their sponsorship, so give them something tangible that will help their corporation or organization. Event management requires special skills in marketing and sales, planning, organization, financial, human resources, motivation, lots of patience, attention to detail, and endless checking on them. To gain business, event managers prepare a proposal for the client’s approval and contract signature. Some of the issues in preparing a proposal are to find out as much as possible about the event, what went wrong or right at the last event, writing a proposal, and formalizing the numbers (a pro-forma invoice). Event management also takes place at convention centers and hotels, where event managers handle all the arrangements after the sales manager has completed the contract. Both the convention and visitors bureau and the convention center marketing and sales teams work closely with each other. - The booking manager is critical to the success of the event by booking the correct space and working with the organizers to help them save money by allocating only the space needed. The Event-Planning Process - - The first stage of event planning is to answer the following simple questions: => Why should a special event be held? => Who should hold it? => Where should it be held? => What should be the focus of the event? => What outcomes are expected? The design stage allows freedom in creativity and the implementation of new ideas that support the objectives of the special event. Planning, the third stage in the event-planning process, is often led by the budget determined for the event. The planning process includes contracting out services and arranging all other activities that will become part of the event. The event manager engages in the process of coordinating the event as it unfolds. Coordination of the event may involve decision-making skills and abilities as the event progresses. Coordination also relates to the human resource aspect of the special event. Event managers are leaders who, through example, motivate others. Evaluation should take place during each of the stages of the event- planning process. Outcomes are compared to expectations and variances investigated and corrected. Challenges and Tools for Event Planners and Managers - - There are four primary challenges professional event managers face: time, finance, technology, and human resources. Time management plays an important role in event planning, and it is an element that can be used effectively by budgeting your time the same way that you would your finances. Financial management becomes important for an event planner when it becomes necessary for you to evaluate financial data, management fees, vendor fees, and so forth. - - Utilizing technology as a tool such as software programs for word processing, financial management, and database management and other technology products include laptop computers, cell phones, handheld devices, event management software, and the Internet. Empowering your employees is the key to success. As a manager and leader, you must train your employees and/or volunteers, and give them the necessary information to perform their jobs. Empowering your team is the greatest tool you can use to become an effective leader and improve the performance of your staff. Classification of Special Events - - The special events industry has been divided up into the following classifications: => Corporate events (seminars, workshops, meetings, conferences) => Association events (conventions, trade shows, meetings) => Charity balls and fund-raising events The special events industry has been divided up into the following classifications: => Social functions (weddings, engagement parties, holiday functions). => Fairs and festivals => Concerts, sporting events, and Mega Sporting Events (Olympics, SuperBowl, World Cup, etc.) Required Skills and Abilities for Event Management - - - The act of carrying out a successful event takes more than just an idea—it takes leadership, communication, project management, effective negotiating and delegating skills, the ability to work within a budget, the ability to multitask, enthusiasm, social skills, and even the ability to make contacts. Leadership Skills => Leadership ability is the number-one skill for successful event managers. => The goal of an event manager is to become a leader who can direct a team of employees and/or volunteers who will respect, admire, and follow your direction to accomplish the established goals. Ability to Communicate with Other Departments Communication can take different forms: oral, written, and electronic. => Written communications are an essential tool for record keeping and providing information to be mass distributed. => Another way to communicate with other departments is through a meeting. - - - - - - - - Delegating => For successful delegation, a climate of trust and a positive working environment are needed. => Also required is a committed associate who will complete the delegated task and who will communicate effectively throughout the process. Project Management Skills => Project management is the act of completing the project(s) on time and within budget. Negotiating Skills => Negotiation is the process by which a meeting planner and supplier reach an agreement on the terms and conditions that will govern their relationship before, during, and after an event. => The planning and execution of a special event may involve the negotiation of several contracts. => The most important is generally the one with the facility or event site. Coordinating and Delegating Skills => The management of staff and volunteers involves coordinating their duties and job performance to enable you to accomplish the goals of the event. Budgeting Skills => Budgeting is an activity that allows managers to plan the use of their financial resources. => In the event industry, the event planner may be working with a fixed budget determined by an association, a social, military, educational, religious, and fraternal (SMERF) group or an individual (a wedding or an engagement). Ability to Multitask => During the planning and staging of the event, your ability to administrate, coordinate, market, and “manage” will be put to the test. => Your job is ultimately to conduct and take control of whatever needs to be done to carry out your goals and objectives. Enthusiasm => Enthusiasm and passion. Drive and determination. => These are all qualities that will contribute to the success of an event manager/planner. Effective Social Skills => Social skills are critical in making those you do business with feel comfortable, handling situations appropriately, and eliminating barriers that get in the way of accomplishing your goals. => Professionals in the hospitality industry, including the special events field, must be proficient in proper social etiquette. - Ability to Form Contracts => An event planner prepares a specification of what is required and requests potential suppliers to submit their prices. => Over time, event planners quickly find out who is the best provider and therefore the one with whom they prefer to work. Special Event Organizations - - Professional associations provide training and prestigious certification to their members, and membership provides an opportunity to network with other professionals in the field. Furthermore, associations can help members connect with vendors that provide products and services relating to special events. Professional associations also provide their members with help in creating a business plan and other forms of consultation. Job banks and referral services are even provided by some associations. International Festivals and Events Association - - The International Festivals & Events Association (IFEA) has provided fund-raising and modern developmental ideas to the special events industry for 60 years to enhance the level of festival management training and performance with a Certified Festival & Event Executive (CFEE). The benefits of joining this association and meeting the CFEE requirements include being able to negotiate a better income or financial package, recognition by other industry professionals, and the “inside” knowledge that it provides for the festival industry. Meeting Professionals International (MPI) - MPI is a Dallas-based association with nearly 18,500 members. MPI believes that “as the global authority and resource for the $102.3 billion meeting and event industry.MPI empowers meeting professionals to increase their strategic value through education, clearly defined career pathways, and business growth opportunities.” Hospitality Sales and Marketing Association International - - - Hospitality Sales and Marketing Association International (HSMAI) is the largest and most active travel industry sales and marketing membership organization in the world. With over 7,000 members in 35 countries, representing hotels and resorts, airlines, cruise lines, car rental agencies, theme parks and attractions, convention and visitors bureaus (CVBs), destination management companies, reservations sales organizations, restaurants, golf and recreation sites, and much more. HSMAI’s mission is to be the leading source for sales and marketing information, knowledge, business development, and networking for professionals in tourism, travel, and hospitality. Local Convention and Visitors Bureaus - A CVB is a not-for-profit organization that is located in almost every city in the United States and Canada. The CVB is an organization with the purpose of promoting tourism, meetings, and related business for their city. The CVB does not engage in the actual planning or organizing of meetings, conventions, and other events. However, the CVB assists meeting planners and managers in several ways. Sustainability in Special Events - - - Britain has recently developed a system of standards for event management, which highlights policies and procedures necessary to implement sustainability. Event managers can use these standards as a benchmark for how to train employees on proper sustainable practices before, during, and after events. Currently in the United States, ASTM International has created a guide for sustainable event management called the Standard Specification for Evaluation and Selection of Destinations for Environmentally Sustainable Meetings, Events, Trade Shows, and Conferences, which credits much of its content to the British system of standards. Sustainable event tourism refers to the implementation of practices and procedures that help conserve both the natural environment and the special event space. Sustainable event tourism not only provides environmental advantages, but financial returns as well. - The organizations who are dedicated to incorporating sustainable programs into their business plans can expect to see the greatest return on investment as a result of cost reduction, revenue increase, etc. The Special Events Job Market - As with any career, an “experience ladder ” must be climbed. A recommended ladder will include: => F & B (culinary and banquets) => Front desk agent (guest service skills) => Banquet manager or convention service coordinator => A sales position or meeting manager => Catering sales where you learn to negotiate with vendors => Convention services manager and then into either sales consultant => Production company manager or destination manager. Trends in the Special Events Industry - Some of the trends in the special events industry are providing multiscreen event experiences, creating personalized special events for clientele, embracing integrated special event technologies, incorporating green events, and the role of the event coordinator changing into a multi-media presenter.