PRAISE FOR OTHER BOOKS BY JUDY ALLEN EVENT PLANNING The Ultimate Guide to Successful Meetings, Corporate Events, Fund-Raising Galas, Conferences, Conventions, Incentives and Other Events (ISBN: 978-0-470-15574-5) “Allen is a good teacher. Wise planners will add Event Planning to their personal reference library as a useful working guide.” —Meeting Professional Magazine “A blueprint for executing events for 50 or 2,000, with budgets of a few thousand dollars to hundreds of thousands.” —Success Magazine “Event Planning will save beginning event planners from plenty of heartbreak and headaches.” —Lisa Hurley, Editor, Special Events Magazine “Event Planning gives readers a blueprint for planning and executing special events with flair. Consider the book as preventative maintenance.” —Sales Promotion Magazine “A guide to well planned events. Event Planning is a must for any PR maven.” —Marketing Magazine THE BUSINESS OF EVENT PLANNING Behind-the-Scenes Secrets of Successful Special Events (ISBN: 978-0-470-83188-5) “The Business of Event Planning is a must-read for those in the event planning business.
Strategic in thought and design and user-friendly in presentation, it literally tells you the paths to follow and the pitfalls to avoid. Well told, with examples to follow and stories to relate to, it’s the ‘how-to’ that’s a ‘must-do’ for the meetings, incentive, and event planning industry.” —Peggy Whitman, President, Society of Incentive & Travel Executives; and Western Regional Sales Director, Marriott Incentive Awards “Written for anyone who has to prepare dynamite meetings and special events, The Business of Event Planning is your bible and a must-have desktop reference. Thanks, Judy Allen! You saved the day!” —Susan Fenner Ph., Manager, Education and Professional Development, International Association of Administrative Professionals (IAAP) “Guidance for new planners, reminders for experienced ones, and useful tips for everyone. This book has it all! It’s the key that unlocks the mystery behind event planning, and should be mandatory reading for planners everywhere.” —Leslie McNabb, Senior Manager Event Planning, Scotia Capital EVENT PLANNING ETHICS AND ETIQUETTE A Principled Approach to the Business of Special Event Management (ISBN: 978-0-470-83260-8) “This is a must-read not only for event professionals, but also for small-business people conceiving product introductions and conference appearances.” —Harvard Business School, Working Knowledge “Judy Allen strikes again.
The veteran event planner. writes with the voice of experience and offers readers guidelines for establishing ethical policies in the office and on-site at events. a good refresher, and excellent reading for novices who need to know how to keep personal and professional boundaries from being crossed.” —Corporate Meetings & Incentives Magazine “This book contains invaluable information for anyone who handles events for their organization. A host of real-world stories from the field—the good, the bad, and the ugly—serve as examples of codes of conduct (or lack thereof) as well as cautionary tales of what can happen when ethics and etiquette fall to the wayside.
Allen thoroughly examines many scenarios and provides practical advice that any planner would be foolish not to heed.” —Charity Village MARKETING YOUR EVENT PLANNING BUSINESS A Creative Approach to Gaining the Competitive Edge (ISBN: 978-0-470-83387-2) “For event planners who are tired of being a well-kept secret, Marketing Your Event Planning Business offers invaluable advice on targeting talents and targeting clients. It’s a wonderful boost for event planners looking to expand their client base.” —Lisa Hurley, Editor, Special Events Magazine “Judy Allen has crafted another meaningful book in her series on event practices. Every business owner must immediately add this treasure chest of useful ideas to their bookshelf.” —Richard Aaron, CMP, CSEP, President of BiZBash Media, NYC “Judy Allen has given us the ultimate resource guide to event planning. It’s everything you need to know to launch a successful company.” —Ramey Warren Black, Partner, Media-Savvy TIME MANAGEMENT FOR EVENT PLANNERS Expert Techniques and Time-Saving Tips for Organizing Your Workload, Prioritizing Your Day, and Taking Control of Your Schedule (ISBN: 978-0-470-83626-2) “She has done it again! Judy Allen has written an excellent, educational and user- friendly book, which is a priceless resource for planners worldwide.
Time Management is an essential book for all planners, new or seasoned. Judy has provided the tools for managing your time which is one of the most important skills for event planners and all professionals.” —Ysabelle Allard, Meetings & Incentives Planner, Bilingual Meetings & Incentives “At last, a time management book written by someone who knows what it is to juggle three programs, six clients, eighteen suppliers and a family in a pear tree! Using Judy Allen’s tips have really made a difference!” —Brigitte Mondor, CMP, Event Leader, Microsoft—Maritz Canada Inc. “A very no-nonsense approach to the real problem of time management. Some excellent tips and strategies for the busy professional.” —Deborah Breiter, Associate Professor, Rosen College of Hospitality, Orlando, Florida “As all experienced and inexperienced event managers will know, time is one of the main resources that has to be managed effectively for successful events.
In this practical skills-based text, Judy Allen explores time management and provides techniques for event professionals to learn and apply to your work. From exploring your current use of time, through prioritising and action planning, to multi tasking, project management and balancing your personal and professional life, Judy provides hints and tips for making better, and the best, use of time, based on her years of experience in the events industry. Bowdin, Principal Lecturer, UK Centre for Events Management, Leeds Metropolitan University THE EXECUTIVE’S GUIDE TO CORPORATE EVENTS AND BUSINESS ENTERTAINING How to Choose and Use Corporate Functions to Increase Brand Awareness, Develop New Business, Nurture Customer Loyalty and Drive Growth (ISBN: 978-0-470-83848-8) “As usual, Judy Allen has written a valuable book filled with important information. She adds depth and breadth to the body of practical knowledge about the nuts and bolts of event strategy and tactics.
This volume should at all times be on the desk of every planner and every business executive charged with planning an event.” —David Sorin, Esq., CEO, Management Mpowerment Associates, and Author of The Special Events Advisor: A Business and Legal Guide for Event Professionals “Intelligent planning and thorough execution are the keys to success for any corporate function. Judy Allen outlines a succinct, practical methodology that will ensure your next event achieves its stated business objectives and creates a positive lasting impression.” —Zeke Adkins, Co-founder, Luggage Forward “In today’s competitive business climate, a ‘business as usual’ approach to corporate events and functions simply does not work. Judy Allen has compiled in one comprehensive guide everything today’s successful executive needs to know to take this strategic function to the next level.” —Evans Gebhardt, Executive Vice President, Eos Airlines, Inc. Event Planning Second Edition Event Planning the ultimate guide to successful meetings, corporate events, fund-raising galas, conferences, conventions, incentives and other special events Second Edition Judy Allen Copyright © 2009 by Judy Allen All rights reserved.
No part of this work covered by the copyright herein may be reproduced or used in any form or by any means—graphic, electronic or mechanical without the prior written permission of the publisher. Any request for photocopying, recording, taping or information storage and retrieval systems of any part of this book shall be directed in writing to The Canadian Copyright Licensing Agency (Access Copyright). For an Access Copyright license, visit www.ca or call toll free 1-800-893-5777. Care has been taken to trace ownership of copyright material contained in this book.
The publisher will gladly receive any information that will enable them to rectify any reference or credit line in subsequent editions. Library and Archives Canada Cataloguing in Publication Data Allen, Judy, 1952- Event planning : the ultimate guide to successful meetings, corporate events, fund-raising galas, conferences, conventions, incentives and other special events / Judy Allen. Congresses and conventions–Planning. Special events—Planning.4'56 C2008-905630-2 Production Credits Cover design: Ian Koo Interior text design: Tegan Wallace Typesetter: Thomson Digital Printer: Tri-Graphic Printing Ltd.
John Wiley & Sons Canada, Ltd. Mississauga, Ontario L5R 4J3 Printed in Canada 1 2 3 4 5 TRI 13 12 11 10 09 Dedication T his book is dedicated with much love to a very important person in my life, my 2jproductions business partner, mentor, dearest friend and so much more, Joe Thomas Shane, whose brilliant mind challenges me and whose incredible, continually growing and evolving spirit inspires me daily—personally, physically and professionally—to become my best (mind, body and soul) in order to do more, give more and be more; whose business acumen I hold in the greatest of respect; whose creativity sparks mine to greater heights; whose quick wit makes me smile and who is one of the very few people in the world who can easily make me laugh. Thank you for bringing new energy, purpose, passion and play into my life. I believe that our exciting new ventures, which will take event planning and special events in a very fresh and unique direction and add new dimensions, will have tremendous value in the world and I look forward to taking this step together with you.
Meeting you—through the first edition of this book—has been life changing and I will always consider you one of my life’s greatest blessings from God/the Universe. Table of Contents Prefacexv Acknowledgmentsxxv Chapter 1: The First Steps: Initial Planning & Budgeting1 Determining Your Event Objectives4 How Much Can You Spend?5 Event Vision7 Event Vision Q&A17 Design Objectives of the Event Experience24 Initial Planning33 Visualization38 Monitoring the Budget41 Event Design Principles Checklist45 Event Experience Design Objectives45 Chapter 2: Organization and Timing47 Critical Path47 Function Sheets52 Timing58 Date Selection67 Critical Path Checklist73 Charting Your Critical Path74 Chapter 3: Location, Location, Location80 Site Selection81 Location Requirements90 Hotels and Convention Centers93 Restaurants, Private Venues, Catering98 Theaters99 Tents101 Gala Openings in New Venues107 Contracts108 Location Q&A110 Table of Contents Move In Requirement Checklist126 Event Suppliers’ Setup Logistics Checklist128 Event Suppliers’ Teardown Checklist131 Chapter 4: Transportation133 By Air136 By Land140 Transportation Q&A148 Transportation Checklist164 Chapter 5: Guest Arrival166 Guest Arrival Q&A169 Fanfare182 Fanfare Q&A184 Registration: Guest Pass Security and Ticket Pickup193 Registration Q&A194 Guest Arrival Checklist201 Chapter 6: Venue Requirements202 Room Requirements203 Room Requirements Q&A203 Staging, Audiovisual, Lighting208 Staging, Audiovisual, Lighting Q&A213 Lighting-Specific Q&A221 Venue and Event Supplier Checklist: Room, Venue and Supplier Requirements, and Contract Terms and Conditions222 Chapter 7: Who’s It All For?226 Know Your Guest Demographics226 The Guest List230 Invitations234 Media240 Media Q&A241 Children at Your Event242 E-vites, CD and DVD Invitations244 Event Websites and Event RSVP Websites246 xii Table of Contents Chapter 8: Food and Beverage247 Examples of Texas Theme Parties with Different Energy248 Food and Beverage Considerations251 Menu Planning255 Staffing294 Charitable Donations297 Chapter 9: Other Considerations299 Entertainment299 Entertainment Q&A301 Photographers and Videographers308 Photographer Q&A311 Themes and Programs317 Final Touches327 Staff, Supplier and Entertainment Work Permits330 Event Risk Assessment335 Conclusion340 It’s a Wrap!340 Applause! Applause!349 Your Next Event350 Appendix A: Sample Cost Sheets352 Appendix B: Sample Payment Schedules376 Appendix C: Sample Function Sheets386 Index406 For more resources, please visit us at www.ca/go/event_planning xiii Preface T he world of event planning has grown, evolved and changed since the year 2000 when Event Planning: The Ultimate Guide was first published. While the foundation of the first edition of this book—which introduces readers to basic event planning principles—is rock solid, I felt that the new growth areas that can be added in the second edition would make this book even more relevant in a rapidly changing world and event planning industry, which now includes professional event planning companies who handle corporate events, social events, nonprofit events and weddings (wedding planning has now grown into a multibillion-dollar industry and falls under the umbrella of professional event planning); incentive houses; meeting planners; independent planners; corporate in-house event planners and in-house nonprofit event planners, as well as corporate executives charged with producing company events that bring about a return on their corporation’s investment of time, money and energy.