The Business of Event Planning

Practical tools and expert advice for professional event planners

Before planning an event, there is much that must be done behind the scenes to make the event successful. Before any thought is even given to timing or location of the event, before the menus are selected and the decor designed, there are proposals to be written, fees and contracts to be negotiated, and safety issues to be considered. This book takes you behind the scenes of event planning and explains every aspect of organizing and strategic planning. This book will be of value to both the professional event planner and to clients who are dealing with planners.

Its comprehensive coverage includes: how to prepare winning proposals, and how to understand them if you are the client; how to determine management fees; negotiating contracts; safety issues; designing events in multicultural settings; and new technology that makes operations more efficient (such as online registration and response management, database project management tools). The book also includes practical tools such as sample letters of agreement, sample layouts for client proposals, forms, and checklists. Professional event planner Judy Allen offers first-time or professional event planners all the top-class advice they need to make their special events come off without a hitch.

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

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 Living^TM (www.sensualhomeliving.com) and other initiatives.

Event planning is like performing a high-wire act without a safety net. Once your event starts, there are no second chance. It is all done in one take, and there are no dress rehearsals. You cannot predict how your guests and suppliers will interact and react when you bring them together, but you can organize, plan, and be prepared for the unexpected.

The Business of Event Planning covers all the behind-the-scenes aspects of special events, whether it's an event for thousands or a handful of guests. Before any thought is given to the timing or location of the event, before the menus are selected and the decor designed, there are strategic objectives to be determined, proposals to be written, fees and contracts to be negotiated, and saftey issues to be considered.

The Business of Event Planning helps event planners and their clients produce outstanding events that meet and exceed both client and guest expectations, by going beyond the details of the event itself. This book explains every aspect of the business and the strategy behind successful events. Its comprehensive coverage includes:

• How to prepare winning proposals, and how to understand them if you're the client.
• How to determine management fees and negotiate contracts.
• The safety issues that every event planner needs to take into consideration.
• Designing events in multicultural settings.
• New technology that makes operations more efficient (such as online registration and response management, database project management tools, videoconferencing and virtual meetings, and more).
• Practical tools such as sample letters of agreement, sample layouts for client proposals, forms, tips, and checklists.
• A detailed case study that runs throughout the book-- one company that is organizing two very different events.
• Features a companion website with forms from the book, as well as additional material. Visit www.wiley.ca/go/event_planning.

The Business of Event Planning provides indispensable tools and strategies for anyone who has to plan an event:

• Professional event and meeting planners—seasoned veterans or beginners
• Clients who are dealing with planners, suppliers, and consultants
• Public relations and communications companies
• Marketing and corporate communications professionals
• Fundraisers and not-for-profit organizations
• Professionals and students in the hospitality and entertainment industries

"The Business of Event Planning is a must-read for those in the event planning business. Strategic in through 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

"As more and more administrative professionals are assigned meeting planning responsibilities, there needs to be an easy-to-understand, fool-proof, quick read by someone who has been there and done it successfully. 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. Thank, Judy Allen! You saved the day!"
— Susan Fenner Ph.D., Manager, Education and Professional Development, International Association of Administration 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

PRAISE FOR JUDY ALLEN'S FIRST BOOK Event Planning

"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 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