The Business of Event Planning

Judy Allen is one of the world's leading authorities on staging, event and lifestyle design and the bestselling author of ten books for the professional, business and consumer markets. Allen, a master of creative design, has flawlessly executed successful special events-corporate, social, and celebrity-for up to 2,000 guests at a time in more than 30 countries around the world. She has designed and produced memorable events such as Disney's worldwide theatrical opening-night gala for Beauty and the Beast, and the orchestration of Oscar-winning director Norman Jewison's 25th anniversary celebration for Fiddler on the Roof. Highly skilled in staging events that are strategically designed to be one-of-kind experiences and a master of transforming the energy of an event environment by engaging the senses with trademark primary design principles, Allen has worked closely with CEOs, CFOs, presidents and their executive staff around the globe to create, implement and oversee their corporate and social business events. The many diverse events that Allen has designed and executed extend from complex one-day events to elaborate arrangements of theme productions taking place over the course of a week. These events ranged from very exclusive VIP events to multimillion-dollar, multimedia fantasy extravaganzas including seven new-car product launches and involved high-tech stage and show productions. Allen, and her 2jproductions (www.2jproductions.com) partner, Joe Shane, are now bringing their dynamic creative energy, innovative style and perceptive insight to home, life and lifestyle design and world class resorts around the world through Sensual Home LivingTM (www.sensualhomeliving.com) and other initiatives.

Preface xi

Acknowledgements xvii

Chapter 1: The Strategic Planning of Event Design 1

External Objectives 2

Internal Objectives 4

Day One Client Itinerary 12

Day Two Client Itinerary 15

Day Three Client Itinerary 19

Day Four Client Itinerary 21

Day Five Client Itinerary 23

Day Six Client Itinerary 24

Day Seven Client Itinerary 25

Chapter 2: Preparing the Proposal 27

The Proposal Request 28

The Qualification Meeting 29

The Proposal 30

Proposal Preparation: The Initial Steps 31

Making Contact With Key Suppliers 33

Proposal Preparation 44

Chapter 3: The Body of the Proposal 47

Cover Letter 49

Destination Review 53

Transportation Requirements 59

Hotel Information 63

Day-by-Day Detailed Itinerary 75

Grid 85

Cost Summary Sheet 86

Detailed Program Inclusions 87

Program Options and Enhancements 109

Company Profile 113

References 113

Backup Material 114

Bringing It All Together 115

Chapter 4: Management Fees 119

Four Types of Fees 120

Chapter 5: Contractual Negotiations With Suppliers 143

Negotiating With Suppliers 148

Chapter 6: Client Contracts 171

The Three Rules of Contracts 172

Areas Covered in the Client Contract 173

Payment 174

Liability and Responsibility 177

Dates and Other Details 180

Food and Beverage Hazards 182

Technical Riders and Other Requirements 185

Doing Your Homework 188

Chapter 7: Safety and Security 191

Travel Information 194

Checklists for Out of Town Events 198

Ensuring Client Safety 199

Other Safety Issues 202

New Areas of Consideration for Safety and Security 203

Chapter 8: Event Planning Technology Tools and Emerging Trends 205

Event Planning Technology Options 206

Chapter 9: Multicultural and Foreign Event Planning 221

Local Customs, Protocol and Etiquette 222

Religious Beliefs 227

Local Cultural and Political Matters 227

Chapter 10: Event and Program Branding 231

Establishing a Brand 231

The Branded Image 235

Program Branding 236

The Branding Commitment 239

Protecting the Client’s Image and Standards 240

Chapter 11: Conclusion 243

Appendix 247

Sample Proposal/Senior Management 276

Sample Proposal/Incentive Sales Group 312

Index 325