The Business of Event Planning: Behind-the-Scenes Secrets of Successful Special Events

ISBN-13: 9780470831885 / Angielski / Twarda / 2002 / 352 str.

Judy Allen

Opis

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.

Spis treści

Preface.

Acknowledgements.

Chapter 1: The Strategic Planning of Event Design.

External Objectives.

Internal Objectives.

Day One Client Itinerary.

Day Two Client Itinerary.

Day Three Client Itinerary.

Day Four Client Itinerary.

Day Five Client Itinerary.

Day Six Client Itinerary.

Day Seven Client Itinerary.

Chapter 2: Preparing the Proposal.

The Proposal Request.

The Qualification Meeting.

The Proposal.

Proposal Preparation: The Initial Steps.

Making Contact With Key Suppliers.

Proposal Preparation.

Chapter 3: The Body of the Proposal.

Cover Letter.

Destination Review.

Transportation Requirements.

Hotel Information.

Day–by–Day Detailed Itinerary.

Grid.

Cost Summary Sheet.

Detailed Program Inclusions.

Program Options and Enhancements.

Company Profile.

References.

Backup Material.

Bringing It All Together.

Chapter 4: Management Fees.

Four Types of Fees.

Chapter 5: Contractual Negotiations With Suppliers.

Negotiating With Suppliers.

Chapter 6: Client Contracts.

The Three Rules of Contracts.

Areas Covered in the Client Contract.

Payment.

Liability and Responsibility.

Dates and Other Details.

Food and Beverage Hazards.

Technical Riders and Other Requirements.

Doing Your Homework.

Chapter 7: Safety and Security.

Travel Information.

Checklists for Out of Town Events.

Ensuring Client Safety.

Other Safety Issues.

New Areas of Consideration for Safety and Security.

Chapter 8: Event Planning Technology Tools and Emerging Trends.

Event Planning Technology Options.

Chapter 9: Multicultural and Foreign Event Planning.

Local Customs, Protocol and Etiquette.

Religious Beliefs.

Local Cultural and Political Matters.

Chapter 10: Event and Program Branding.

Establishing a Brand.

The Branded Image.

Program Branding.

The Branding Commitment.

Protecting the Client′s Image and Standards.

Chapter 11: Conclusion.

Appendix.

Sample Proposal/Senior Management.

Sample Proposal/Incentive Sales Group.

Index.

O autorze

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.

Blurb

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