Special Events

Foreword xix

Preface xxi

Acknowledgments xxvii

Part 1 Producing Seamless, Secure, and Sustainable (S3) Events

1 Welcome to Greener Event Leadership and Economic Success 3

New Challenges and New Opportunities 5

Once Upon a Time and Not Too Long Ago 6

Anthropological and Sociological Origins 7

Growth Opportunities 8

Public Relations 8

Marketing and Retail Sales 9

Global Business 9

Leisure and Recreation 10

Greener Meetings and Events 11

The Event Planning Profession 12

Celebration 12

Education 12

Marketing 13

Reunion 13

Event Planning Subfields 14

Civic Events 15

Expositions/Exhibitions 16

Fairs and Festivals 16

Hallmark Events 16

Hospitality 17

Meetings and Conferences 18

Retail Events 18

Social Life-Cycle Events 19

Sports Events 20

Tourism 20

Stakeholders 22

A Professional Model for Event Leaders 22

Change, Creativity, and Innovation: The Three Constants in Event Leadership 23

Demographic Change 23

Psychographic Change 23

Career Opportunities 24

Gender Opportunities 26

Educational Opportunities 26

Certification 27

Developing Your Career 28

Mastering Yourself 28

Mastering Time Management 29

Mastering Finance 30

Mastering Modern Technology 31

Mastering Human Resource Skills 32

There is No Substitute for Performance 33

Challenges and Opportunities 33

Business Development 33

Resource Development 34

Lifelong Learning: A User’s Guide 35

Getting Focused 36

How to Use This Book 36

Self-Education: The Reading Log 36

Benchmark Checklists 36

EcoLogic 37

TECH/APPVIEWS and SECUREVIEWS 37

Critical Connections for Career Advancement 37

Insights from Global Event Leaders 37

Appendices 38

Role and Scope 38

Summary 40

Key Terms 40

Career Connections 40

Next Steps 41

References 41

2 Changing Paradigms for Greener Leadership and Social Change 42

Research 44

Market Research Techniques 45

Quantitative Pre-Event Research 45

Qualitative Pre-Event Research 45

Mixed Research Methods 47

Validity and Reliability: Producing Credible Pre-Event Research 48

Interpreting and Communicating Research Findings 48

SWOT Analysis: Finding the Strengths, Weaknesses, Opportunities, and Threats of Your Event 49

Design: The Blueprint for Success 51

Brainstorming and Mind Mapping 52

The Creative Process in Event Planning 53

Making the Perfect Host/Guest Match 55

The Approval Process 56

Project Management Systems for Event Leaders 56

Planning Consistently Professional Events 57

Timing 57

Space 58

Tempo 59

Gap Analysis 61

Coordination: Executing the Event Plan 61

Evaluation: The Link to the Next Event 62

Communication: The Tie That Binds All Stakeholders Together 64

Event Management Body of Knowledge, IEMS, and EMICS 65

Synergy: Linking Administration, Coordination, Marketing, and Risk Management 67

Corporate Social Responsibility (CSR) 68

Summary 69

Key Terms 70

Career Connections 70

Next Steps 70

References 70

Part 2 The New Sustainable Event Algorithms

3 Composing the Sustainable Event Plan 73

Designing the Event Environment with Sustainability in Mind 75

Five-Card Draw: Playing the Five Senses 76

Soundscaping 78

Visual Cues 78

Touch 78

Smell 79

Taste 79

Blending, Mixing, and Matching the Senses for Full Effect 80

Bells and Whistles: Amenities That Make the Difference 80

Identifying the Needs of Your Guests 81

Provision for Guests with Different Abilities 82

Implications of Size, Weight, and Volume 82

Securing the Environment 83

Transportation and Parking Factors 83

Effectively Manage the Event Environment 85

Entrances, Pre-Function, and Reception Areas 86

Function Areas 89

Innovative sites 90

Amenities and Furnishings 91

Inside the New World of Event Design 93

Themed Events 99

The Ultimate Planned Event 100

Big Theme Success with Small Budgets 101

Trends in Theme Events 102

Environmental Ecological Sensitivity 103

Recycle Your Success 103

Inspiration and Perspiration 104

Event Strategic Planning 104

Planning to Plan 106

Confirming Validity, Reliability, and Security 106

Timeline 107

Summary 110

Key Terms 110

Career Connections 110

Next Steps 111

References 111

4 Event Leadership and Human Resources Management 112

Event Planner as a Leader: Leadership Styles 113

Leadership Characteristics 113

Integrity 114

Confidence and Persistence 114

Collaborative Decision-Making 115

Communication Skills 117

Open and Continuous Communication 118

Vision 118

Social and Environmental Responsibility 119

Fiscal Responsibility 120

Delegation and Empowerment 120

Human Resource Management 120

Fairness 120

Equality 122

Accessibility: ADA and Global Policies 123

The Relaxed Performance 124

Volunteer Coordination 125

Contract Temporary Employees 126

Organizational Charts 127

Developing Policies, Procedures, and Practices 129

Summary 132

Key Terms 132

Career Connections 133

Next Steps 133

References 133

5 Financial Sustainability 134

Budgeting 136

Financial History 137

General Economy in the United States and the World 137

Reasonable Projected Income 138

Sustainable Funding 138

Typical Income Categories 139

Expenses 139

Structuring Account Codes 141

Finding and Supervising an Accountant 142

Accounting Software 142

Producing Profit 143

Fixed Overhead Expenses 143

Variable Expenses 144

Net Profit versus Gross Profit 144

Break-Even Point 144

Controlling and Reducing Costs 145

Ensuring Positive Event Cash Flow 146

Accounts Payable: Finding the Best Terms 147

Typical Accounts Payable Customs 147

Negotiating Accounts Payable 148

Controlling Purchases 148

Barter/In-Kind Payment 149

Common Event Financial Challenges and Solutions 149

Foreign Exchange Rates 152

Market Conditions 152

Government Policy 153

Typical Events Budgets 154

How to Manage Your Finances during Turbulent Economic Times 160

Contingency and Scenario Planning 160

Summary 162

Key Terms 162

Career Connections 162

Next Steps 163

References 163

Part 3 Event Branding and Bold Delivery

6 Event Vendors as Strategic Partners 167

Creating and Implementing the Design for Your Event 169

Developing Appropriate Resources 169

Working with Suppliers and Vendors 172

Contracting Your Vendor Partners 174

Protecting Your Legal Interests 175

Honoring Ethical Practices 176

Key Contract Components 177

Other Components 177

Rider 179

Changes to the Agreement 180

Terms and Sequence of Execution 180

Other Agreements 180

Other Types of Agreements 180

Permits 180

Licensing 181

Contracts, Permits, and Licenses: A Synergistic Relationship 184

On-Site Coordination 185

Catering Management 185

Location, Location, Location 187

Equipment 187

Utilities 188

Time Constraints 189

Service Styles 189

Logistic Considerations 190

Coordinating Catering Operations 191

Catering Presentation Ideas 192

Selecting the Best Caterer 196

Catering Coordination 197

Catering Trends 200

Coordinating Technical Production Resources (Audiovisual, Lighting, Sound, and Special Effects) 201

Why = What 203

Purposes of Event Production Technology 203

Audiovisual Effects 203

Conducting and Analyzing the Event Site Inspection 204

The Site Inspection 204

Developing the Diagram 205

Determining the Production Schedule 206

Anticipating and Resolving Operational Conflicts 206

Summary 209

Key Terms 210

Career Connections 210

Next Steps 210

References 211

7 The Brand, the Buzz, and Better Success through Event Marketing 212

The Five Ps of Marketing 214

Product 214

Promotion 214

Price 216

Public Relations 217

Place 217

A Sixth P for Event Marketing: Positioning 219

Experiential Event Marketing and Touchpoints 219

Experiential Event Marketing 219

Attendee Touchpoints 220

Internal versus External Event Marketing 220

External Event Marketing 220

Retail Events 220

Fairs and Festivals 221

Launching New Products 222

Event Promotion Techniques 223

Advertising 223

Public Relations 225

Cross-Promotions 226

Street Promotions 226

Stunts 227

Invitation 229

Event Marketing with Technology 229

Events eMarketing 229

Online Consumer-Generated Media (CGM) 231

Online Brand Building 232

Raising Your Search Engine Profile 232

Online Sales and Security 233

Customer Support 233

Market Research 234

Product or Service Development and Testing 235

Web Design and Management 235

Weblogs and Podcasts 236

Video Streaming and YouTube 236

Mobile/Smartphone Event Marketing 237

RFID Technology and Target Marketing 237

Start Your Engines: Creating Greater Marketing Thrust through Commercial Sponsorship 238

Commercial Event Sponsorship 238

Sponsorship Needs Assessment 240

Developing Sponsors 241

Selling Sponsorships 241

Overcoming Sponsor Objections 242

Negotiating Your Sponsorship 243

Closing the Sponsorship Sale 243

Servicing Sponsorship Sales 244

Evaluating Sponsorships 245

Timing is Everything 245

Evaluating Your Event Marketing Campaign 246

Coding Your Event Marketing Materials 246

Online versus Other Event Marketing Channels 247

Other Marketing Evaluation Tools 247

Summary 251

Key Terms 251

Career Connections 252

Next Steps 252

References 252

8 Ensuring a Safer and More Secure Event Environment 253

Introduction 254

Ensuring the Safety and Security of Event Stakeholders 255

Protecting Your Financial Investment 256

Risk-Averse Procedures 256

Organizing a Risk-Assessment Meeting 257

Before the Meeting 258

Safety Meeting and Other Considerations 260

Inspections 261

Documentation and Due Diligence 262

Obtaining Insurance 262

Risk Control 264

Differences among Morals, Laws, and Ethics 267

Common Ethical Challenges in the Special Events Industry 268

Avoiding or Addressing Ethical Problems 268

Establishing Policies and Procedures for Ethical Issues 270

Inclusiveness is an Ethical Responsibility 270

Identifying and Using Industry Ethical Guidelines 271

Appointing an Ethical Brain Trust to Guide Your Ethical Decision-Making 271

Including Everyone: Arranging and Organizing Activities 272

Developing Special Events within Events 273

Organizing and Conducting Spouse and Partner Programs 274

Complying with the Americans with Disabilities Act and Similar International Laws and Regulations 275

Future Trends in CSR 277

Why is CSR Important in the Special Events Industry? 278

How You May Contribute to the Evolution of CSR with Your Future Events 279

Monitor Changing Social Expectations 280

Use the Internet to Expand Your Event’s Global Social Influence 280

Secure the Commitment of Your Clients, Vendors, and Sponsors to Promote Socially Responsible Events 280

Identify and Liaise with CSR Counterparts in Government, Nongovernmental, and Other Stakeholders 280

Ensure That Your CSR Influence is Felt Both Internally and Externally 281

Measure and Evaluate Your Event’s Social Responsibility Index 281

Create Socially Responsible Programs for Conventions, Festivals, Meetings, and Other Events 282

Conduct Social Responsibility Orientation and Training Programs for Your Event Staff and Volunteers 282

Special Events and Human Rights 282

Promote Your Socially Responsible Outcomes to Others 283

Summary 285

Key Terms 285

Career Connections 285

Next Steps 286

References 286

Part 4 Trends and Triumphs

9 The Virtual View of Live Events 289

Virtual versus Live: Digital versus Live Events 290

The Historic Development of Virtual Events 291

Why Produce Digital Content? 292

Examples of Digital Meetings and Events 294

Delivery of Digital Event 294

Types of Virtual Digital Events by Delivery Technology 294

Audio Conferencing 294

Video Webcasting 295

Webcast 295

Webinar 295

Live Streaming 295

Distance or Blended Learning? 296

Creating New Event Revenue through Webcasts and Webinars 296

Credentials and Qualifications 298

How to Charge 298

Tracking and Encouraging the Progress of Learners 299

New Approach to Marketing Digital and Virtual Events 300

Old Wine in New Bottles? 301

The Vision for Leadership Excellence 301

Making the Case 302

A New Kind of Learning 303

The Return on Learning Investment 304

Beyond Deloitte 305

The Future of Virtual and Live Events 305

Summary 307

Key Terms 309

Career Connections 309

Next Steps 309

References 310

10 Reinventing a Joyful and Sustainable Career 311

Environmental Sustainability 313

Defining "Greener Events" 314

Sustainability 315

Ecotourism 315

Fair Trade 316

Outgreening and Corporate Social Responsibility 317

Financial Savings 317

Event Pollution 318

Your First Five Steps to Creating More Sustainable Events 318

1. Go Paperless 319

2. Turn Off the Lights 319

3. Turn Down the Heat 319

4. Buy Greener 320

5. Use Silverware 320

Cultural Sustainability 320

Local Cultures 320

Local Economies 321

Promoting Your Greener Event 321

Toward a Greener Tomorrow 322

Education 323

A Body of Knowledge 324

Education and Your Career in Planned Events 325

Professional Experience 327

Career Paths 327

Finding an Internship or Externship 328

Certification 329

Recertification 330

Credentials 330

Power Tools 332

New Hiring Practices 335

Life and Career 335

From Invention to Reinvention 336

How May Planned Events Help Create, Sustain, and Celebrate a New World? 339

Summary 343

Key Terms 343

Career Connections 344

Next Steps 344

References 344

Part 5 Best Practices an Real World Event Experiences

11 Global, National, and Local Best Practices in Event Leadership 347

Best Global Event 348

The SXSW Global Phenomenon of Weird Practices that Work Wonders around the Corner and throughout the World 348

Best National Event 351

Norwegian Constitution Day Events, Oslo, Norway, and More 351

History of the Norway Constitution Day 351

The Highlight: Children’s Parades and More 351

Brief Timeline of a Full Day of National Day Events (in Oslo) 352

Celebration across the Country 353

Celebration of Norway Constitution Day Abroad 353

Be Aware: Closures of Businesses 353

Best Local Event 354

Celebrate Fairfax! Festival, Fairfax, VA, USA 354

About the Hosting Place and Surrounding Areas 354

Overview of the Festival 354

History of the Celebrate Fairfax! Festival and Its Organizing Bodies 354

Highlights of the Festival 355

Best Practice with Think-out-of-the-box Ideas 355

Recognition and Awards 355

Year-long Celebrations 355

12 Twenty Real-World Event Management Experiences and Mini Case Studies 357

Advertising and Marketing 358

Attractions 358

Corporate Social Responsibility (CSR) 359

Education 359

Entertainment 359

Environmental Sustainability 360

Expositions and Exhibitions 360

Festivals 360

Finance 361

Gaming 361

Government 361

Hotels 362

Incentive 362

Information Technology 362

Meetings 363

Responding to Requests for Proposals (RFPs) for Independent Event Managers 363

Safety, Security, and Terrorism 363

Satisfying the Various Players in a Corporation 364

Social Event (Wedding) 364

Virtual Event 364

Appendices 1 to 19 and accompanying Image Gallery are available online

Glossary G-1

Index I-1