W.A.C.E. Conference ACADEMY 101 Special Event Management

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W.A.C.E. ConferenceACADEMY 101Special Event
Management

• By Leigh Nixon, ACE
• President CEO, Simi Valley Chamber of Commerce

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TEN STEPS To Successful Special Event Management

1. Goal Make Funds, Friends, Famous
2. Recruit Planning Committee
3. Determine Date/Location/Times
4. Develop Budget
5. Develop Timeline
6. Divide and Assign Tasks
7. Meaningful Meetings
8. Execute Event
9. GIVE THANKS
10. Evaluations

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1. Goal Make Funds, Friends, Famous

• Determine Objectives
• Purpose of event-
• Fundraiser
• Community Celebration
• Educational
• Target Audience/Market
• Public
• Members Only
• Private Invitation List

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2. Recruit Planning Committee

• Board Chair/CEO to determine Chair of Event
• Build Flow Chart as the big picture of event and
  fill in the blanks with your key volunteer staff
• Venue/Facilities
• Marketing/Publicity/PR
• Operations
• Sponsors
• Ticketing/Attendance/Booth sales
• Vendors
• Event Chair and Professional Staff should
  determine who will contact volunteer staff
• Set First Meeting date once all are recruited

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Sample Event Flow Chart
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3. Determine Date/Location/Times

• Site Selection
• Determine if indoor or outdoor event
• Plan B
• Once determined, contact venue for available open
  dates around the time you would like to have
  event
• Determine the time of day to hold event, when
  doors open for public
• If a date matches yours BOOK IT! Put it in
  your master calendar, do a save the date card,
  mention in your newsletter, publicize date early

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4. Develop Budget

• Review Income Stream- How are you going to derive
  monies from event?
• Ticket Sales
• Sponsorships/Banners
• Advertising mediums (programs books, Tee signs
  etc)
• Opportunity Drawings
• Vendor Booth Sales
• Review Expense Stream- What will you need to
  spend money on to operate, promote and execute
  event?
• Advertising- promotional flyers. Ads
• Paper supplies- office overhead
• Security
• Fencing
• Printing- invitations, applications etc.
• Decorations
• Facility costs (electrical, facility fee)
• Food/Catering
• City Fees, permits

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5. Develop Timeline

• Planning is the most important aspect of event
  and Be realistic
• Invite speakers, confirm in writing
• Make print materials applications, invitations,
  etc.
• Plan advertising strategies
• Plan volunteer meetings
• Plan the program, script
• Develop schematic (of room, outdoor event, vendor
  locations etc)
• Launch web timelines and electronic alerts
• Determine staff and board roles
• Buy event needs (decorations, electrical cords,
  tables, chairs etc.)

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6. Divide and Assign Tasks- SAMPLE TIME LINE -
Your Big Dinner- Date October 22, 2009 600 PM
Done Activity Responsibility Date due Status
Obtain Contract for venue Event Date October 22 Location Mystick Banquet Hall Time 600 1000 pm Carefully review and sign contract/send deposit Event Manager CEO April 1, 2007 April 15
Build Budget Set Financial Goals for event Revenue of attendees, vendors, sponsors Pricing Expenses Location, food/drinks, facilities, printing, postage, marketing, entertainment, decorations, prizes, supplies, signage, etc. Event Chairs CFO CEO May 1 May 15 Completed and approved by Board
Entertainment Determine what type of entertainment is needed, if any Book entertainment Confirm entertainment Work out payment Entertainment Chair July 15 August 1 September 15 October 1
Sponsorship packages Determine packages and sponsor level pricing Assemble packages for mailing (letters, pictures, flyers, etc) Sponsor Sales Pick a cut-off date to ensure sponsors can be on marketing items. Thank sponsors after event Marketing Committee Marketing Staff Chairs/Staff June 30 July 1 July 1 October 15 October 30
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Time Line -Continued-
Invitations Design Invitations for attendees Print Invitations Mail Invitations Event Staff Selected Printer Committee/Staff July 15 August 15 September 30
Decorations Determine type of decorations/Theme Get committee for planning, implementing, and cleaning up Committee Décor Chair July 30 Aug 15
Determine Program Build agenda/program/script for presenters and attendees Invite speakers provide guidelines about their role and their compensation Provide agenda/script to speakers/participants prior to event Confirm speakers/participants prior to event Program book Design recommendations Advertising sales/tribute pages Lay-out art work and ads for book Program book to printer Chair/CEO Chair/CEO Event Staff Communications Dir Marketing Staff August 15 September 1 October 15 October 15 August 1 August 1 September 30 October 10
City and County Requirements Any special permits (health, signage, hanging banners, etc.) Event Staff August 1
Registration process Attendee Determine pre-event registration process for marketing purposes (web, fax, phone, etc.) Determine on-site registration process and get volunteers to assist Include name tags, registration sign-in sheets, receipts, cash box, ribbons, pens/pencils, camera, film, evaluations, etc. Art Show Determine pre-event registration process, if necessary Confirm registration. Distribute confirmation package and/or checklist. Event Staff Art Chair September 1 October 1 September October October
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Event Time Line continued-
Logistics Room layout, stage, mikes, podium, equipment needs, electricity,. Get any additional contracts ahead of time Confirm requirements prior to the event Event Staff October 1 August 15
Menu (Food/drinks/refreshments) Determine the food and drink necessary for the event Purchase from venue, get contract and menu Place order Confirm food/drinks prior to event Determine linen, paper goods, silverware requirements Committee/staff Event Staff September 1 September 1 September 10 October 10 October10
Signage/Banner Indoor Determine what signs or banners will be required for eventregistration, directional, sponsors, vendors, etc. Determine who produces/prints signs/banners Signage/Banner Outdoors Determine what signs/banners will be required Determine if permits are necessary Order Signs Get appropriate materials for setup, including permit requirements Arrange for distribution put up signs Tear-down after the event Marketing Committee Chamber Staff Marketing Committee Chamber Staff Chamber Staff Marketing Committee and Chamber Staff Both July August July July September October 1 October 1 October 24
Thank Yous! Be sure to thank volunteers, vendors, sponsors, restaurants that donated items Chairs/Staff October 30
Evaluations Make evaluations Distribute collect at event Seriously consider feedback Event Staff/ Committee 10/17 10/22 10/30
Wrap-up Determine if wrap up meeting is required and what type Chair 10/30
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7. Meaningful Meetings

• Planning all the details of the event
• Follow timeline to set meeting agendas
• Lend assistance
• Follow Up
• Plan B
• Event Check-off list
• Monitor budget
• Create excitement
• Dont micro manage

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8. EXECUTE EVENTEvent Day

• Communications is really important!
• Radios? Cell Phones? Need List
• Everyone rowing
• Professional Staff and Chair, set tone and be the
  first ones there
• Volunteers need to be led
• Have food!!
• Look professional
• Be ready for Murphys Law Plan B
• Try not to stress HAVE FUN!

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9. GIVE THANKS

• Thanking EVERYONE is critical and valuable for
  the next event
• Thank you letters, recognition in newsletter and
  publicly
• MUSTS (within 10 days)
• Thank Sponsors letter, certificate
• Thank Volunteers letter, certificate
• Thank donors (auctions etc)
• Thank Committee letter, certificate
• Thank special contributors
• Thank any collaborators (site, city, etc)
• Thank staff

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10. Evaluations

• Must do last step to insure a successful event in
  the future
• Survey, written evaluation, feedback
• Participants
• Attendees
• Members
• SAMPLE Next Slide Trade Fair, Expo, Street
  Fair, Showcase, Mega Mixer etc.

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Trade Fair 2008 Evaluation
We appreciate your feedback! Please complete
this brief evaluation and submit to the SYX
Chamber of Commerce at 40 W Street, Suite 100,
SYX, CA 93065 or fax to [phone]. Thank
you!

• Have you participated in Trade Fair in the
  past? YES NO
• Have you previously participated in a similar
  event? YES NO
• Please rate the following
• 
  Excellent Good Fair Poor
• Promotion of the event ____ ____ ____
  ____
• Acquiring new business contacts
  ____ ____ ____ ____
• Location ____ ____ ____ ____
• Attendance ____ ____ ____ ____
• Activities (Art Fair, Bike Rodeo, Kids Fair)
  ____ ____ ____ ____
• Emergency Expo ____ ____ ____ ____
• Event organization ____ ____ ____ ____
  Staffing and Volunteer interaction ____ ____ ____
  ____
• Lay out of grounds ____ ____ ____ ____
  Ease in loading/unloading ____ ____ ____
  ____
• Parking ____ ____ ____ ____
• Facilities (restrooms, tables, chairs etc) ____
  ____ ____ ____
• Overall rating of the Trade Fair ____ ____ ____
  ____
• What did you like most about the event?
• What did you like least about the event?
• Will you participate in the Street Fair again
  next year? YES NO

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Resources

• WACE
• SCACCE
• Event planning software
• Registration
• Marketing
• Surveys
• Certificates
• Regonline.com
• Smartdraw.com