You know the purpose of the event, who you are entertaining, and your budget. You have some venue options; you know the message to communicate. Maybe you’ve even thought through the atmosphere you want to create. But how are you going to make it all come together? How do those brilliant ideas become reality?

Having a strong strategy is crucial to planning a corporate event, and creative ideas make it stand out. However, the ultimate success of any event lies in the execution.

Included in this installment are a few of our learnings over the last 10 years producing a variety of special events. Hopefully, you’ll find a couple ideas that are useful to you.

Stay Organized

Timelines, schedules and overviews will organize your tasks, vendors and staff, provide peace of mind, and ensure a smooth path to a successful event. The following three documents have been extremely helpful:

Preliminary Planning and Strategy Overview
Determine the Who, What, Why, Where and Hows of the event, as well as considerations, ideas and decisions.

Pre-Production Timeline
Map out specific tasks that need to be completed, the person responsible, and all deadlines. This provides a step-by-step schedule of everything that needs to occur before the event. Distribute to everyone on the team.

On-Site Production Schedule
Plot the event minute-by-minute, starting with the arrival time, to ensure that each person and vendor is in the right place, doing the right task. Prior to departure, distribute and review with each vendor, so any conflicts can be worked out before arriving on-site.

How to Choose

A crucial element in the execution process is selecting the right people and letting them do their jobs.

Caterer
Start looking early. The better caterers are often booked far in advance. Ask for recommendations from associates and others in the industry. Word-of-mouth is always a great way to get reliable advice. Make sure to ask lots of questions, as caterers include different amenities in their packages.

Questions:

• How long have you been in business?
• Have you ever worked at this venue before?
• Will you take care of table set-up, linens and skirts?
• Is gratuity based on the food bill or the total bill?
• What is the servers’ attire? Can the uniform be customized to the event theme?

Décor
Request photographs of past work or even attend one of their events to acquire insight into their level of creativity and style. Look for out-of–the-box thinkers that have numerous resources at their fingertips. Go with the company that demonstrates it understands your objectives. Often, floral and décor can come from the same firm. This gives you design continuity, streamlined communication, and better buying power.

Questions:

• What size events do you typically deliver? How many events of a similar scope and scale have you done?
• May I speak with past clients who had similar parameters to our event?
• Will my primary contact during pre-production also be on-site to oversee the execution from start to finish?
• What are the costs for labor, delivery, and trucking/shipping?

Florist
Avoid artistic prima donnas. Find someone who demonstrates a strong knowledge base, holds American Institute of Floral Designers (AIFD) accreditation, and makes recommendations based on your input. Look for someone who listens well. A good florist can work within your parameters and make the event look fabulous.

Questions:

• May I see pictures of the recommended arrangements?
• Does the price include delivery and pick-up of rental items?
• How soon before our event will you purchase the flowers?
• Will you be there for set-up, or will it be left to a delivery person?
• Will refrigeration be required?
• Do the roses come de-thorned?
• What items need to be returned?

Entertainment
When booking entertainment, whether it’s a band, a DJ, a magician, or a comedian, make the selection based on your audience and the environment you want to create.

Questions:

• How long have you been performing in the corporate market? How many times a year?
• Who is your typical draw?
• In what ways are you willing to customize your act to our event?
• How much set-up time is needed?
• What do I need to provide and what will you be bringing
• with you?
• Request a sample CD, video or DVD.

Activities
There are loads of resources to facilitate meaningful interaction, while infusing some fun. But it is important to create a mixture of the following activity categories to break up the event and maintain audience interest.

• Passive
• Individual Active Participation
• Group Active Participation
• Scheduled/Timed: Happens at a designated time
• Casual: Occurs when the guest decides

Questions:

• What activities will reinforce your key messages?
• How competitive is the audience?
• How energetic are they?
• What are their interests? (i.e. sports, philanthropic, creative, etc.)
• How much time can you devote for the activity?

Location
Your choice of location greatly affects the brand and message of an event. Think of space in the following categories:

Indoor:

• Ballroom
• Exhibit Hall
• Foyer

Outdoor:

• Lawn
• Patio
• Beach

Non-Traditional:

• Museum
• Boat
• Raw industrial space
• Aircraft carrier

Questions:

• Does the image of the location support our message?
• Has this venue held events like this before?
• What does the venue provide as part of the rental?
• What regulations are associated with an event at this location?

Tips of the Trade

Read the fine print. The fine print is where you’ll find hidden fees, late fees, overtime fees, liability issues, and countless other facts you definitely want to know!

Keep the key message clear. Plan all activities, design materials, and develop content that supports the message(s). The key is simplicity!

Share your ideas, plan, and objectives with all staff and vendors involved in the event. If something changes, let everyone know... even if it isn’t directly related to their role.

Shop locally for give-aways. On your site visit, browse the local markets for unique, culturally significant items to remind guests of their experience. Note: creative packaging can make the smallest trinket a memorable keepsake.

Start your security plan with obvious credentials for your guests, staff and vendors.

• Big events: Lanyards or wristbands
• Themed events: Have fun... Beach party? Give guests lanyards with lifeguard whistles.
• Formal events: Bring their invitation
• Elegant events: Pins

Lighting can make a huge difference. Investing in good lighting can brighten a speaker, lure guests to the dance floor, or create a dynamic environment in a bland ballroom.

Gather samples for the fire marshal as you are making final fabric selections. You’ll also need confirmation that it adheres to the fire code of the appropriate state and the name of the company that tested it.

Place ropes and stanchions at entrances. This technique looks professional, alleviates clusters, and provides good crowd control.

Pass specialty cocktails to alleviate long lines at the bar.

Do your homework before suggesting creative. For example, every state has different gambling laws... casino nights might be difficult to produce depending on your location.

Request that the A/V person stays in the room for at least 15 minutes into the program. If they are leaving, always have direct contact info for a person who is able to help.

Have a plan for inclement weather. Wind, rain, heat, cold and dust will become painfully distracting at the worst possible time.

Check fire ordinances regarding open flames. Centerpieces, tablecloths and candles should always be tested and checked for approval.

We are thankful for the many clients who have trusted us over the years to deliver impactful solutions. In many ways, they have been the impetus for the intellectual capital published in this series. We are very interested in learning from your experiences, too. Please share with us any topics you would like highlighted or ways that we can make this resource more useful to you. We not only invite but look forward to your feedback.

Read other installments in this series...

Part I: Create Compelling Video for Your Event
Part II: Prepare Effective Presentations for Your Event
Part III: Make the Most of the Space for Your Event
Part IV: Mastering the Awards Ceremony
Part V: Incorporating Interactivity Into Your Event
Part VI: Maximize the Messaging for Your Event
Part VII: Working With Talent for Your Event
Part VIII: Embrace Emerging Technologies for Your Event
Part IX: Strategies For Your Special Event
Part X: Add an Audience Response System to Your Event

For more information, contact Kimberly Medaglia, Vice President of One Smooth Stone, at kmedaglia@onesmoothstone.com or 630-427-4235, or visit www.onesmoothstone.com.

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