SPECIAL EVENT MANAGEMENT

Presented byCharmaine Wilkerson

For the Cert ificate of Completion in Meeting & Event Planning

College of Extended & International Education

DEFINITIONS

A unique moment in time of public assembly celebrated with ceremony and ritual to satisfy specific needs

Event Leadership / Event ManagementThe profession requiring Management of a Special Event for the purpose ofcelebration, education, marketing, or reunion

Special Event

EVENT LEADER / EVENT MANAGER

AN INDIVIDUAL IN THE PROFESSION OF EVENT LEADERSHIP/MANAGEMENT WHO IS AT THE HELM OF A SPECIAL EVENT

Definitions - cont’d

EVENT MANAGEMENT SPECIALTIES

Civic Expositions Fairs & Festivals

Hallmark Hospitality

EVENT MANAGEMENT SPECIALTIES – CONT’D

Meetings & ConferencesCorporate/Associations Retail Social Life-Cycle

Sports Tourism Music/Entertainment

WHY ARE SUBFIELDS IMPORTANT?

Wolfgang PuckBorn 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.

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."

Mary MicucciAlong Came Mary

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.”

Business and Job Opportunities

George P. JohnsonExperience Marketing

SPECIAL EVENTS MAGAZINE

$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

RESEARCHTo 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

• ThemeResources - www.event-planner.com, www.specialeventsmagazine.com, www.specialevents.com, www.party411.com

PLANNING

• Timing• Space• Tempo• Marketing

PLANNINGTiming 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

PLANNINGMarketing your event by• Promotion• Advertising• Public Relations• Mini Events• Local Internet Listings• Social Media

PLANNINGPromotionKnow your event product. The most

successful salespeople have both expert knowledge of the product and effective sales skills.

Identify your target market

PLANNING

AdvertisingPrint 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 EventsUsing miniature events to

promote larger events, such as

PLANNINGLocal Listings

Zvents.com

Eventbrite.com

Events/OC Register.com

PLANNINGSocial MediaTwitter

Hash Tags: #csudhevents, #eventprofsFacebook: personal, businessPinterest: use visual images to

promoteBlogs : ahlEVENTSBlog.com Internet and apps : foursquare.com

PLANNINGSocial Media – cont’dLinkedIn

Groups : Event Planning & Event Management

Sub-groups: Social Media and Event Technology for Event

Planners and MeetingCareer Advice for Event Planning &

ManagementI am Looking For…Event Recommendations,

Suggestions, and referrals

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

BUZZ BizBash Ideafest

New York, NY, October 30, 2013Bizbash.com

2014 The Special Event Nashville, TN, January 7-10, 2014

thespecialeventshow.com Event Solutions Idea Factory Las Vegas, March 23 - 26, 2014

event-solutions.com