The basics of location selection

For most events, the issues related to location are going to be pretty mundane – essential, but mundane. Once you know that a venue meets your basic needs and fits your budget, that’ll usually be enough. (Later, we can talk about the next level -- choosing a location that will be part of the attraction of an event).

First, you absolutely must decide the essential components of your location. There are several areas to be considered; the general categories will mostly be the same, whether you are having a luncheon or a multi-day conference.

The quality of the location should make sense for the event and target audience.

You typically can’t have a $1000/plate charity dinner at the local pizza joint, right? By the same token, you probably don’t want to schedule your three-day conference for poverty advocates at a five-star resort. This about it, and choose appropriately.

Space – Amount and Configuration

Make a list of the space you are going to need and the ways in which you will use it. If your event is a dinner or a reception or some other event that requires just one room, then just make sure the room you choose fits the size of the crowd you are expecting. If you need more than one room or type of space, be sure to think it through and have a clear idea of the way in which each space will be used – for classes, outdoor activities, a pool party, or whatever.

Whenever possible, you want to choose a location that gives you options so that you are ready if you have more people, or fewer people, or if you decide to make a last minute change to your agenda.

Choose a location that is as easy for people to get to as possible.

Think about your target audience and where they are located. If getting to your event is a hassle – real or perceived – your attendance will be reduced.

Make sure you have plenty of room for parking.

Is there more than one way to say, “Make sure you have plenty of room for parking!”?

The Initial Planning of an Event

The Initial Planning

So much of the time – and I have been as guilty of this as anyone – people just dive into creating an event without going through a process that will help them create a kick-ass event that really meets their goals.

If you are going to put the time into creating an event, then you should do the right things at the front end.

Put things on paper as quickly as possible.

I don’t know who said it, but “It isn’t a plan if it isn’t written down” is one of my favorite quotes.

If an event is important, then you need a plan and that means writing it down. Even the most complicated event will have a plan that is no more than one to three pages (and two pages will almost always get the job done).

A written plan will help you focus on the right things while not missing the details. Just as importantly, a written document will help you be (and look) prepared in front of event stakeholders. Importantly, it is also good to note that – when it comes time to meet and make decisions – the one who keeps the written plan is the one with the power.

Know your key objectives and do everything with them in mind.

For every event you ever do, there will be a handful of key objectives (and fewer is always better). Take the time to think them through and write them down. It won’t always be possible to attach a numerical goal, but try to be as specific as possible; objectives with a numerical goal are always more real to everyone involved.

Here is a list of possible key objectives:

· Get 250 people to attend

· Attract three media outlets

· Persuade 20 VIPs to attend (from a list of 50 that you have created)

· Provide a fun evening

· Make 15 new contacts

· Boost your reputation as one of your area’s best party planners.

For example, if you are planning a health fair, then your key objectives might be the following:

· Obtain 10 sponsors who contribute at least $1000/each.

· Recruit 100 healthcare-related booths.

· Attract 500 people.

· Sell $2000 worth of healthcare supplies.

· Add 15 new people to your personal network.

As you can see, most of your key objectives will be wrapped up in the purpose of the event. But you are the one doing the work and one of your key objectives should be more self-serving. In the case above, “add 15 new people to your personal network” is a pretty common objective – the larger and stronger your network, the easier it will be for you to create successful events in the future.

If this is someone else’s event, make sure you know what they want.

Seems obvious, but this step can be overlooked. Take the time to sit down with whoever is in charge and make sure what they want is incorporated into the written plan. Make sure to include them as the planning document evolves.

Do a little research.

The process of creating something should always include research. Anymore, this will just mean poking around the Web for an hour or so. It is important, though, because you want to know what is happening at similar events and you want to gather as many ideas as you can.

Ask lots and lots of questions.

“If you want to come up with lots of ideas, ask lots of questions.”

Someone a lot smarter than I am said that. I’ll extend it though, and say, “If you are writing a plan and want to make sure you don’t forget something, ask lots of questions.”

I could easily write 100 questions to give you examples, but here are x – if you ask these questions at the beginning of the planning process and and revisit them from time to time, you’ll generally come out way ahead:

1. What are my key objectives?

2. Where could it be located?

3. What qualities do we need the location to have?

4. What is our attendance goal?

5. What is our budget?

6. Who do we need to make happy?

7. What could we do that would be special?

8. What do we need to accomplish with the agenda?

9. Who/what should we consider to be part of the agenda?

10. What have others done at similar events that we might want to emulate?

11. What have others done at similar events that we want to learn from?

12. What kind of food/drinks do we need?

13. What could we do that would be unusual?

14. What will people expect?

15. Where can we cut costs?

16. In what areas should we be sure not to skimp on cost?

Bring others into the process.

It does not matter how smart, knowledgeable, detail-oriented and creative you are. Your event will have fewer mistakes and will be better in every way if you bring at least a few other smart people into the planning.

Everything you absolutely have to know...

Here is the response to, “Tell me in as few words as possible the things I absolutely have to know to create a successful event.”

Read this post; follow all of the steps any time you have an event; and your events will be better than most of what passes for “professionally produced events.”

1. Write out the plan for the event and then actually use the document in the planning process.

From beginning to end – in a notebook or on your laptop or wherever – write out the entire event. This can be a big checklist, an outline, a narrative, or whatever works for you. But take the time to write it out and then go back and reference the document you have created whenever you are thinking about the event. Let the document evolve as the event evolves. This one step will increase the probability of your event’s success

2. Personalize where possible.

Events are about real people wanting to spend time with other real people. Any time you have an opportunity to be more personalized, take it. For example, if you are working with an organization that is having an event, it is always better to have the invitations addressed as though they are being sent by an individual, rather than the organization (so, the return address might be from John Smith, instead of from the Salvation Army).

3. Do something memorable.

Whatever it is, just think of something you can do at the event that is special and memorable. This might be a small gift at each setting; it might be unexpected live music; or it might be a fresh flower handed to each female guest as she arrives.

4. Location

The main thing about location is that you need to think about your needs – seating, parking, accessibility… and make sure the space you have meets all of those needs.

5. Get help with the planning.

Yes, you can do an event of just about any size all by yourself, if you really must; but it will be so much more fun, more creative, and generally more successful if you find at least a few people to help you think, plan and execute. A well-run group of even two or three will have more good ideas and make fewer mistakes.

6. Get bids.

Locations. Caterers. Florists. Whatever. For any item that you are spending a significant amount of money, get at least two bids, and three or more tends to be better. This will give you a clearer picture of both quality and price.

7. The budget.

Sit down and write a budget that includes everything you think you are going to need and adds up to the amount of money you want to spend. As you think of things that need to be added, either reduce the cost of something else or increase the amount of money you are willing to spend.

8. Set priorities. Who needs to be happy? What will make them happy?

Any time you do an event, it is true that there will be tens or even hundreds of details to juggle. It is also true that there are two or three key things that deserve most of your attention, and if you make sure those things are taken care of, then everything else will be okay. The budget is often one of these things; maybe keeping the keynote speaker happy should be on your list; if there are sponsors, meeting the needs of one or more of them might be key. Recently, I did an event in which the priorities were the quality of the written invitations, the smoothness of the seating process, and making sure we received media coverage. Those three things worked out extremely well, and very little else mattered.

9. Photographs

Always have a photographer at events – professional if it fits your budget, but your little sister will do. Digital pictures are a powerful post-event tool. They can remind sponsors of the event’s success; they can be sent to attendees, posted on a Web site or on Facebook (no matter what they say, most people love pictures of themselves); and then can be used to promote future events.

10. Program

I have a couple of key rules when it comes to the program for an event. First, when in doubt, keep things short. Second, focus on speakers who have a track record of leaving their audiences happy. Third, implement time limits for every aspect of the program and make sure people stick to them. Fourth, with as much lead time as possible, provide all program participants with an agenda and instructions (and possibly a script); then provide them at least two more times before the event; then provide them a written, one-page copy of the agenda and instructions as they walk into the event.

11. Follow-up a lot

For every aspect of the program, follow up at least once to make sure that everything is happening the way it is supposed to be happening. With program participants and other VIPs, the more follow-up the better.

12. Staff and/or volunteers

If you choose good people, everything else gets a lot easier – you want people who can make decisions and will represent you well (especially at registration tables and anywhere else they might interact with people).

13. Training/instructions for helpers

No matter how simple the task or seasoned the worker, provide a short, written description of all expectations and go over it in detail. If there are common problems that will be encountered, include these in both the written instructions and the training. If there are little things that are important to you (smiling, saying please and thank you), include these things, too.

14. Arrive at least 90 minutes early

Your goal should be to have absolutely nothing to do for at least an hour before an event starts. Your whole job is to be around in case there is a crisis, and to be the calming force for everyone else involved with the event.

15. Know who can fix things at the event

Quickly identify the staff person or people working at the event location who can fix things quickly. Problem with the sound system? Need an extra table? One of your speakers needs a different sleeping room? There is generally one person who will be your number one fixer and you had better be sure you know exactly who that person is.

16. AV equipment

Test it. Then test it again. Then make sure you have tested it. Have a back up ready and tested because as soon as you don’t, something is going to go wrong.

17. Say Thank You

After the event, be sure to thank everyone in writing. An e-mail is okay, but a hand-written note is best. Thank key staff people; thank the VIPs; and thank the participants. If you feel like you only have time to thank a few people, make a list of everyone involved with the event, prioritize it, and work your way down the list until you’ve spent the time you have. Remember, events are about building relationships, and people like to be thanked.

low talkers and the hearing impaired

The other night I did an event and I just have to be straight and tell you that I did not do a good enough job of thinking about the sound requirements. Make sure you don't make the same mistake!

In this case, we were holding a panel discussion. The room is not particularly large and the acoustics are not horrible, and I didn't even think about a sound system. Yes, I should have.

The problems arose in part because a couple of the members of our panel were low talkers (nod of the head to Seinfeld!). Honestly, these were candidates for political office so you would think they would figure out how to project to a crowd - but once they entered my event, the problem was mine, not theirs. There should have been a sound system for exactly this reason.

The other issue was that we had several people in the audience who were hearing impaired. A sound system would have helped, but it would have been even better to have had someone signing.

Yes, these are reminders for next time. Take them from me and you won't need to make this rookie mistake yourself.

- sean

Sean Spence
Community Events
www.commevents.com
seanspence@earthlink.net
573-823-1308

Events as Economic Development

Why don't communities think more often of using an event strategy for economic development?

- events generate immediate income from attendees, while exposing the community to potential outside investors
- statewide and national event are magnets for out-of-town money
- event subject matter can be tailored toward the needs of a community

If a community is going to employ events for economic development, why not focus on growing new events, rather than attracting events that already exist in other communities?

- Home grown events can more easily be designed to meet the needs and leverage the advantages of a community.
- Home grown events will stay; whereas events that have been attracted can just as easily be lured to some other location

Thank You Notes

When it gets right down to it, our grandmothers were right about pretty much everything -- especially the importance of sending thank-you notes.

For events of up to 200 people, sending personal, hand-written notes to attendees can make a huge impact. It doesn't (and shouldn't) be anything grand -- 50 words can make all the difference in the world.

For example, two days ago we finished an awards luncheon for 160+ people (www.tribuneawards.com). By tomorrow, pretty much every single one of those folks will have a hand-written thank you note from me.

Why?

1. It provides one last chance to give attendees a warm feeling about the event and to reinforce the brand and messaging.
2. It reminds attendees about you and will help them remember if they ever need help with their own event.
3. It is just really nice, and will set you apart because nobody ever does this kind of thing anymore. Don't you want to be remembered for being nice and thoughtful?

E-mail is okay, and might be necessary if there are over 200 attendees or if you don't have a couple of people on the team who can help you. E-mail absolutely does not pack the punch of a hand-written note on nice stationery or note cards.

No matter what, be as personal as you can; reinforce the messaging of the vent; and be sincere. If you really appreciate that someone supported your event, and can effectively communicate that, it will make a big difference.

- sean

Sean Spence
Community Events
www.commevents.com
seanspence@earthlink.net
573-823-1308

Event Volunteer Tips

At the Community Events Web site (www.commevents.com) I just posted an awesome checklist for working with volunteers. Are you detail oriented? Then this list was made especially for you.

Here are a few things I've learned about working with volunteers (in no particular order):

1. Always recruit at least 1/3 more volunteers than you need because there is always a good chance that some of your volunteers will not show up when they said they would. (This is probably the single most important thing I know about working with volunteers.)

2. Provide written instructions -- as short as possible, but explaining exactly what is needed.

3. Recruit them -- immediately send each a thank you/reminder e-mail -- send each a second reminder e-mail a day or two before the event

4. If someone else is doing the recruiting, don't settle for anything less than a list of specific volunteers with names and contact information (people have a tendency to be "optimistic" about the number of volunteers they have recruited).

5. Feed them if you can.

6. Have them sign in with addresses, phone numbers, and e-mails. You want to make sure you have this list for thank-you notes and future volunteering.

7. Send hand-written thank you notes, not e-mail (no one does this anymore and it makes a lasting impression).