Thoughtful Event Design and Production - It Matters



Event Camp Vancouver getting set for participants

When I wrote this post it was before Hybrid was the buzzword of the year, but it was not all that long ago. If it was a TV Show looks at the different ways we can make event education more memorable for the guests and while certainly not cutting edge (since we had several years of examples of doing this) it remains important.

As we move from our viewing audiences being used to produced shows, full of laugh tracks and canned lines, to Improv (think "Whose Line is it Anyway?") to the plethora of reality TV now available, our tastes may have evolved, but our need to be entertained continues to be a reality for meeting and event planners.

When we look at the 2012 Event Trends from David Adler of Bizbash which articulate so clearly what attendees will be looking for, it does all come back to careful meeting design and thoughtful production elements that add to the overall experience. It is no longer enough to build a conference or event full of pre-determined one-sided topics being delivered, paired with traditional evening events, perhaps a welcome, an awards gala and maybe a farewell or closing event. Now we need to offer not only excellent education, we must also work with the presenters on making it interactive to build relevance and applicability for the participants, allow room for "hot" topics or organic growth of topics within the sessions, provide nutritious offerings to sustain participants, offer events that meet the expectations of the guests but also offer some surprises and delights.  We need to create "tweetable" moments and blog-worthy stories, these that happen so much more immediately than any post show PR you may get in traditional media. You must also be staffed and ready to respond to changes that may be necessitated by this immediate feedback received.

In all of this we also are considering not only the needs of face to face guests, but also remote participants, and how we can create education and interaction that provides value for both, and ideally between both audiences. This does require a certain amount of technology and expertise in its use, careful preplanning and appropriate preparation. Is it worth it? If your participants then become your biggest advocates that lead to greater success for your events in the future - I say YES. Plan, prepare, produce - and make sure it is authentic, relevant and memorable!

Warriors and Artists

The artistry of Underground Circus

"Warriors and Artists" This is how the hosts of So You Think You Can Dance Canada described their top six dancers. They are correct. Performances of this magnitude take endless rehearsal, injuries and dedication to make it all seem effortless.

My children both have their black belts in Tae Kwon Do. Three years of diligent practice of both body and spirit so far in this journey. In their recent testing they excelled at both forms (the black belt form has 81 synchronized moves), board breaks and sparring. Warriors and Artists.

This is also how we can describe Event Designers and Producers. Recently a fabulous colleague, Brock (@BLDBrock) was sharing success from an event in Lake Louise which had been particularly fabulous, but like all events, simply a ton of work. Or in this case, tons and tons with multiple trucks going out for multiple events over a number of days. (Our team had just done an event with a similar amount of trucks the month before and fully appreciate the efforts of driving 1000km with everything, loading it in often through inconvenient pathways, and making it all gorgeous). This was his takeaway "You event girls are TOUGH! You are mothers and lifters and moves and designers and you get right to work and you don't stop until it is perfect - whatever it takes". Warriors.

Each event we do also has to be aesthetically right. Right for the venue, right for the client, right especially for the guests. Artists.

We are perfectionists, logisticians, creators, budgeters, innovators, rule-shakers. We take on a challenge and we refuse to accept average. Artists. With our teams we begin the load in and work for 8 or 12 or 36 hours to get everything right, then rehearsals, then change into event clothes, welcome the guests, watch them have an excellent time, and then strike to do it all again another day. Warriors.

Giving each event thoughtful attention to details, engaging the suppliers to share the story and deliver beyond expectations - this to me is what brings the magic to what we do. The hours can be long and the work arduous, but when you see a well designed event come to life and guests share, learn, connect, enjoy and clients' objectives achieved, that is when this Artist Warrior stands back and smiles.

Event Planning - Part 3 - Tools

So far, we have looked at the questions to ask, some of the process of planning an event, and now it is the tools, those administrative reports that become the building blocks of your event plan. Do you always need every one of these? Not necessarily, as it is event dependant but these are a good base.

1. Cover Sheet / Title page - the basics
1. Location
2. Date
3. Sponsoring Organization
4. Name of the event
2. Organizational Chart - "who's who in the zoo"
3. Mission statement / goals
1. Why, the benefits of attending
4. Evaluation - what is measured, how, when, who, expectations of ROI
5. Program overview grid - outlining all activities, events, locations
6. Creative brief / participant experience overview
7. Budget
8. Critical path
9. Reporting plan - what is needed / expected when
10. Your team
1. who supports this internally at client organization
2. who supports which functions within your organization
3. vendors who will provide the necessary supporting elements (florals to production and everything in between)
4. communication with team
11. Marketing plan
1. sponsors (recruitment)
2. exhibitors (recruitment / sales)
3. donors (recruitment)
4. speakers / abstract / poster presenters (paying vs. paid)
5. registration / ticket sales
6. media / PR / press releases
7. website / print or other collateral
8. social media strategy
12. Production schedule
1. floor plans
2. time schedules - literally minute-by-minute from load in to strike
3. vendors and team members

Is this just the beginning? If you are producing an event of any size, from a wedding to a multiple day conference or anything inbetween, you need to have an understanding of many, many components and their inter-relations and then can get on to the "fun" - creating the experience. Then developing the budgets to go with this. and so it goes...

Event Planning - Part 2 - Process

in my last post I looked at the questions you need to start with before you decide that an event is the best way to move forward to solve a problem, meet a need or let people know about your cause (as a start).

Then there is the process (and hey, we aren't even at the fun part yet). If we look at the step-by-step process and some of the major components that would be required for a meeting or event, this again, is just a start.

1. Determine WHY you want to host an event
2. Define goals and objectives
3. Determine measurable goals and measurements of success
4. Review event history
5. Know your organization - who they are, their values, their goals and how this event needs to fit this
6. Confirm the stakeholders
7. Confirm the committee - key / chair / program / funding / finance / marketing / sponsorship / exhibit / other 
8. Confirm the stakeholder needs
9. Style or format of meeting - conference, exhibit, incentive, hybrid, festival, public, symposium, seminar, workshop, peer-format conference
10. What is this meeting / event?
1. Name
2. Date
3. Destination
4. Venues
5. Goals and measurement tools
6. Budget
1. revenues - all streams
2. expenses - all anticipated
3. resources
4. management of the funds
7. Audience
1. numbers
2. who are they?
3. why do they want to attend?
4. how will you reach them?
8. Sponsors / Exhibitors / Donors
1. recruiting / sales
2. management
3. fulfillment
9. Your team
1. leaders
2. support - internal
3. support - vendors
4. confirming responsibilities
5. reporting processes
10. Measurement and evaluation

Again, just a start on the process - what else do you do that I might have missed? Now it is on to some key tools that will help you as you go through this process.