fm 8/16/04 5:00 PM Page iii SPECIAL EVENTS EVENT LEADERSHIP FOR A NEW WORLD FOURTH EDITION DR. JOE GOLDBLATT, CSEP JOHN WILEY & SONS, INC.fm 8/16/04 5:00 PM Page vi 1247.fm 8/16/04 5:00 PM Page i SPECIAL EVENTS 1247.fm 8/16/04 5:00 PM Page ii THE WILEY EVENT MANAGEMENT SERIES SERIES EDITOR: DR. JOE GOLDBLATT, CSEP Special Events: Event Leadership for a New World, Fourth Edition by Dr. Joe Goldblatt, CSEP Dictionary of Event Management, Second Edition by Dr.
Joe Goldblatt, CSEP, and Kathleen S. Nelson, CSEP Corporate Event Project Management by William O’Toole and Phyllis Mikolaitis Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions by Leonard H. Hoyle, CAE, CMP Event Risk Management and Safety by Peter E. Tarlow, PhD Event Sponsorship by Bruce E.
Skinner, CFE, and Vladimir Rukavina, CFE Professional Event Coordination By Julia Rutherford Silvers, CSEP The Complete Guide to Event Entertainment and Production By Mark Sonder, MM, CSEP The Guide to Successful Destination Management By Pat Schaumann, CMP, CSEP Sports Event Management and Marketing Playbook By Frank Supovitz 1247.fm 8/16/04 5:00 PM Page iii SPECIAL EVENTS EVENT LEADERSHIP FOR A NEW WORLD FOURTH EDITION DR. JOE GOLDBLATT, CSEP JOHN WILEY & SONS, INC.fm 8/16/04 5:00 PM Page iv This book is printed on acid-free paper. ∞ Copyright © 2005 by John Wiley & Sons, Inc. All rights reserved Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or other- wise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 750-4470, or on the web at www.
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Special events—Management.2—dc22 2004008519 Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 1247.fm 8/16/04 5:00 PM Page v DEDICATION For nearly 25 years, she has walked into her first-grade classroom and gently helped her little caterpillars become beautiful butterflies. In the chrysalis that is her classroom, these young minds learn to think and feel. When they con- fidently fly away to second grade, they take with them sweet memories of her kindness, integrity, and determination. She is my teacher, friend, and coun- selor.
She has shared the major special events of my life and I have shared in hers. My life is continually enriched by her presence. This fourth edition of Special Events: Event Leadership for a New World is dedicated with love and gratitude to a leader who inspires both young and old, my beloved sister, Leah Goldblatt Lahasky.fm 8/16/04 5:00 PM Page vi “Remember that life is a celebration or can be a celebration. One of the most important things is to teach man how to celebrate.” Abraham Joshua Heschel, “Who is Man?” “Between God and Man,” New York: The Free Press, 1959.fm 8/16/04 5:00 PM Page vii CONTENTS FOREWORD xi PREFACE xv Part One THEORY OF EVENT LEADERSHIP 1 Chapter 1 WELCOME TO EVENT LEADERSHIP FOR A NEW WORLD 3 Chapter 2 MODELS OF GLOBAL EVENT LEADERSHIP 37 Part Two EVENT ADMINISTRATION 67 Chapter 3 DEVELOPING AND IMPLEMENTING THE EVENT PLAN 69 Chapter 4 MANAGEMENT OF HUMAN RESOURCES AND TIME 117 Chapter 5 FINANCIAL ADMINISTRATION 129 Chapter 6 EVENT LEADERSHIP 157 Part Three EVENT COORDINATION 169 Chapter 7 MANAGING VENDOR CONTRACTS 171 Chapter 8 ON-SITE MANAGEMENT 203 Chapter 9 ACCOMMODATING SPECIAL NEEDS 259 vii 1247.fm 8/16/04 5:00 PM Page viii viii CONTENTS Part Four EVENT MARKETING 269 Chapter 10 ADVERTISING, PUBLIC RELATIONS, PROMOTIONS, AND SPONSORSHIP 271 Chapter 11 ONLINE MARKETING 305 Part Five LEGAL, ETHICAL, AND RISK MANAGEMENT 313 Chapter 12 RISK MANAGEMENT: LEGAL AND FINANCIAL SAFEGUARDS 315 Chapter 13 MORALITY, LAW, AND ETHICS IN EVENT MANAGEMENT 341 Part Six TECHNOLOGY AND PROFESSIONAL DEVELOPMENT 353 Chapter 14 TECHNOLOGY FOR MODERN EVENT MANAGEMENT 355 Chapter 15 ADVANCING YOUR CAREER IN THE TWENTY-FIRST CENTURY 367 Chapter 16 CASE STUDIES IN TWENTY-FIRST- CENTURY EVENT LEADERSHIP 397 APPENDIX 1 ORGANIZATIONS AND RESOURCES 419 APPENDIX 2 INTERNET SITES 429 APPENDIX 3 REFERENCES 433 APPENDIX 4 PERIODICALS 445 APPENDIX 5 DIRECTORIES 449 APPENDIX 6 AUDIO AND VIDEO RESOURCES 453 APPENDIX 7 SOFTWARE 455 APPENDIX 8 SAMPLE CLIENT AGREEMENT 457 APPENDIX 9 SAMPLE VENDOR AGREEMENT 461 APPENDIX 10 SAMPLE CATERING MENUS 465 APPENDIX 11 SAMPLE INSURANCE CERTIFICATE 469 1247.fm 8/16/04 5:00 PM Page ix CONTENTS ix APPENDIX 12 SAMPLE INCIDENT REPORT 471 APPENDIX 13 SAMPLE PURCHASE ORDER 475 APPENDIX 14 SAMPLE EVENT EVALUATIONS 477 APPENDIX 15 ISES CODE OF ETHICS 483 INDEX 485 1247.fm 8/16/04 5:00 PM Page x 1247.fm 8/16/04 5:00 PM Page xi FOREWORD by Sam deBlanc Goldblatt WHAT IS A PARTY? There are several ways to answer this question.
A young, inexperienced Event Management student, or likewise a veteran, embittered event planner might define a party as the right number of tables and chairs, hors d’oeuvres served at the appropriate time, neat table settings, pleasing decorations, and fun en- tertainment. This is no doubt a foolproof formula for a satisfying, successful party. The term party is derived from the Old French term parti, which means “divided.” The American Heritage Dictionary defines this term as “a social gathering or a group of people who have gathered to participate in a specific task or social activity.” However, an Event Leader—someone who goes above and beyond the sta- tus quo practices of the industry—might define a party as a sanctioned period of escape from the normal rules of society, a time of indulgence, a vacation from the drudgery of daily life. More than just silverware and tablecloths, a party represents freedom and release for the invited guests.
Parties are about fun. I say this knowing full well that the title of this book is Special Events: Event Leadership for a New World, not Party Planning 101; that much of event management involves corporate meetings, association meetings, and social events; and that many professional event managers would resent being called party planners. Still, my father was planning parties long before he was man- aging events, and even his major events retained the unmistakable air of a party. The Xerox Corporation™ is about the biggest corporate client that an Event Manager could hope for, and one of the clients my father retained during his transition from the convention room to the classroom.
From such a prestigious client one might expect elegant black-tie galas with a black-and-white theme and a string quartet. When I got to peek at the event that my father produced according to Xerox’s requests, I was shocked to see men and women wearing shorts and T-shirts and playing indoor sports and games while rock music played. An Event Manager would know that the evening was an event, but any xi 1247.fm 8/16/04 5:00 PM Page xii xii FOREWORD of the middle-aged executives acting like rambunctious teenagers would call it a party. I am privileged to say that one of my greatest childhood memories is that of a gigantic genie’s head talking to Donald Trump.
For the opening of Trump’s Taj Mahal Casino in Atlantic City, my father could have produced a typical opening ceremony with Trump cutting a red ribbon. Instead, he created a magic lamp the size of a house, which, when Trump rubbed it, brought forth a genie via a JumboTron™ screen. The genie summoned an awe-inspiring laser show (a novelty back in the 1980s), which beamed lasers all over the outdoor audience and culminated in the fall of a giant red ribbon from one of the casino’s towers followed by a pyrotechnic spectacular. An event, but also a party.
My final example of the mingling concepts of events and parties goes way back to 1988, when I was only 3 and my father produced President Ronald Reagan’s Congressional Picnic at the White House. Obviously, an event of this magnitude could not escape the traditional strictures of ceremony, etiquette, formalities, and elegance, right? Well, I’m sure that the utmost level of for- mality was observed, but all I remember are circus clowns, musicians, mimes (one of which was my mother), jugglers, and a man with a monkey roaming around the White House lawn. I still have a photo of President Reagan sur- rounded by these colorful entertainers and me in a sailor outfit. In this best-selling textbook, now in its fourth edition, readers will learn the best practices in modern Event Management.
Basic principles, an insider’s vocabulary, and industry certification standards are but a few of the many facets of professional guidance offered. The appendices have been reedited in this edition to provide the most accurate listings of industry organizations, publications, and businesses. Furthermore, through career advice, real-life ex- amples, and an expert examination of the contemporary business landscape, the book gives the reader a rare glimpse inside the exhilarating, completely unmatched industry known as Event Management. The main difference between this edition and the others, though, is the emphasis on Event Leadership.
Whereas previous editions guided readers to- ward established careers, this edition guides them toward these careers and beyond. The first edition of this book, published in 1990, introduced many people to the new career of Event Management. Today, in 2004, the main- stream visibility of Event Management has grown considerably. As with any established career, one must surpass expectations in order to succeed—learn- ing not just event management, but also mastering Event Leadership.
An Event Leader must not only be proficient in industry standards and practices, but also be willing to go beyond the status quo. An Event Leader must not only respect corporate clients, but also allow them to have fun. An Event Leader must enliven ordinary ribbon-cutting ceremonies by making them spectacular. And, like my mother when she performed as a mime at Pres- ident Reagan’s Congressional White House Picnic, an Event Leader should not just be in charge of an event—an event leader should be a part of the event.fm 8/16/04 5:00 PM Page xiii FOREWORD xiii My parents’ Event Management organization was called The Wonder Com- pany, probably because most people wondered what on earth it was they did for a living.
Officially, they produced events. In reality, they were planning parties. Now, in 2004, the strange career of Event Management is widely un- derstood.