What type of event are you planning? A meeting? Conference? Expo or show? Incentive trip or employee awards dinner? A fund-raiser? A performance? A special event to attract new clients, celebrate the launch of a product, or get publicity? A combination of the above?
What are the objectives of the event? What do you want to accomplish by holding the event?
Who will attend the event? Employees only? Employees and clients? The public? The media?
How do you make sure the people you want to attend actually show up? What’s the best time, day of the week, etc. to hold the event to help ensure healthy attendance?
How can you tailor the guest list to best meet your objectives?
Event Budget Worksheet
EVENT __________________________________________________ DATE _______________________ TIME ______________________ PURPOSE _______________________________________________ NUMBER OF GUESTS _____________________________________
ENTERTAINMENT Band or musicians ___________ Entertainers ________________ Disc jockey _________________ Piano rental ________________ Piano tuning ________________ Wiring or sound system ______________ Spotlights __________________ SUBTOTAL _________________
INCIDENTALS Matches ___________________ Ashtrays ___________________ Cocktail napkins ____________ Bathroom towels/ accessories ________________ Name tags _________________ Place cards _________________ Favors _____________________ Gift bags ___________________ SUBTOTAL _________________
MISCELLANEOUS Total sales tax ______________ Service charges _____________ Tips _______________________ Other ______________________ SUBTOTAL _________________
A master checklist, which notes all the elements of an event, is an invaluable planning tool in organizing just about any type of event, large or small.
3-6 MONTHS AHEAD OF THE EVENT
Determine the purpose of the event.
Allot a budget.
Set a date.
Decide on the number of guests.
Choose the event theme (or mood).
Interview and select a caterer or event planner.
Choose a location.
Decide on music.
Choose a florist.
Engage a lighting specialist (if necessary).
Consult a theme designer (for large events).
Hire a photographer.
Be sure it is clear who is responsible for security, insurance, parking, coat check, advance publicity (in the case of fund-raising benefits or publicity events).
If a nonprofit organization is holding the function, check with the hotel or caterer about state regulations concerning sales tax. Some states waive the tax but require a certificate that must be obtained in advance.
For all the professionals that you hire, have detailed arrangements and costs in writing and signed by both parties.
2-3 MONTHS AHEAD OF THE EVENT
Make out the guest list.
Have the invitations designed and printed.
Arrange for hand addressing of the envelopes.
Print paper napkins, matches, etc., with company logo.
Have press kits designed and printed.
Select and order the favors or product samples you plan to give to guests.
1 MONTH AHEAD
Mail the invitations.
Finalize the menu.
Print menu cards, where appropriate.
Finalize decor and floral arrangements.
Write and send news releases, where appropriate.
If necessary, arrange to have pianos tuned.
Check condition of the dance floor.
Check for any microphones, special music or video equipment that’s needed.
Check electrical outlets to be sure they are sufficient; get adapters or extension cords where necessary.
Prepare any press releases or photos to be handed out in the press kits.
1 WEEK AHEAD
Determine an accurate guest count (make follow-up calls if necessary).
Complete final alphabetized guest and media lists.
Write up name tags and have extras on hand.
Do table assignments and place cards for sit-down dinners.
Make sure tables have numbers or identifying markers.
Send final alert to media assignment editors.
Write and/or telephone media columnists who cover parties.
Be clear with the caterer about who is responsible for cleanup and assign staff to assist, where necessary.
Arrange for cash to pay delivery vendors and/or caterer.
1 DAY AHEAD
Do a second run-through and make certain all changes have been made and everything is in place.
Make final calls to assignment editors.
Assign those staff members you want to be on hand to escort guests inside.
If needed, make sure directional signs for the lobby are ready to be placed in strategic spots.
Assemble favors, press kits or other giveaways.
ON THE DAY OF THE EVENT
Have your guest list, media list, name tags and/or tables alphabetized and ready at the door.
Set out table numbers and place cards on tables according to charts.
Post staff members to personally escort guests inside.
If needed, place directional signs in the lobby.
Place any added theme accessories in rest rooms.
Have favors, press kits or other giveaways ready.
EVENT FOLLOW-UP
Pay bills.
Plant gossip column items or send follow-up releases where appropriate.
Send thank-you notes or messeges.
Send flowers or gifts to those who made a special contribution.
For additional information on planning your next special event, access the Agenda website at www.agendaonline.com
Walk-Through Checklist
The Walk-Through Checklist serves a very specific function above and beyond your master checklist. It is designed to make absolutely certain that your event space is ready to receive your guests. Once, soon after you’ve selected your site, then again, one week before your event, physically inspect or walk through your space, envisioning the event.
GETTING TO THE EVENT
If there are parking facilities, are they clearly marked as guests arrive and are they lit for guests leaving the party?
If transportation is being provided, are guests clear on where it will be waiting?
Is the elevator service adequate to carry your guests without long waits? If not, can it be improved for the hours when guests are arriving?
Is the elevator attractive? Can it be given a festive touch in keeping with the event?
Who will greet guests when they emerge from the elevator?
Is there a convenient table set aside where guests check in and receive name tags and/or seat assignments?
Is the coat check in a location where it will not cause a traffic jam?
Is there enough coat-check staff to avoid long lines?
Are staff members appointed to bring guests inside and make introductions?
DURING THE EVENT
If a reception line will be used, where will it be placed?
Is someone appointed to direct each person in the line to the correct location?
Does the placement of food and bars make for easy traffic flow? (Do trial runs with the caterer as though you were a guest to be sure no bottlenecks exist.)
Are all necessary hors d’oeuvre toothpicks, napkins, matches, etc. on hand?
Have you discussed with the caterer how often waiters will circulate with trays of food?
Do guests have a place to put down dirty glasses and plates? Check who will take them away and how often.
If there is a buffet, have you appointed someone to start the line? Guests may be reluctant to be first.
Are table numbers or signs ready?
Will rest rooms be equipped with paper, soap, tissue, and towels? (If there is a party theme or color scheme,it is a nice touch to carry it into the rest rooms.)
Will rest room floors be freshly cleaned the day of the event?
What is the smoking policy?
Are there separate smoking areas?
Are there enough ashtrays for smokers?
To avoid guests lingering too long, have you given caterers a time for closing the bar and stopping food service?
Do all microphones and lights work properly? Test them!
INSURANCE
What Event Planners, Caterers and Clients Need to Know
When planning an event, it’s important to understand where and with whom certain legal liabilities lie. The most likely targets of lawsuits in the special events arena are the caterer, the facility, and the person giving the party.
Insurance specialists urge anyone planning a party first of all to make sure the caterer has insurance coverage. Ask to see the actual certificate of insurance. Also be sure coverage is adequate—generally, a minimum of one million dollars. Some event sites require the caterer to carry even more insurance, as much as five million.
Also, to make sure you are covered when you’re giving a party, insist on being named (in writing) as an additional insured for the event, especially if it is held on your property. Any special-event facility should carry adequate insurance as well, and most often it’s the caterer’s job to see that it’s done.
Of particular note to caterers—pay special attention to liquor-law liability. Legally, whoever is serving alcoholic beverages is liable, say, if a guest drinks too much and is injured in an automobile accident on his way home. Some caterers mistakenly believe that if they don’t supply the beverages—the client buys them and has them delivered, for example—they are not liable. Wrong. They’re serving—they’re responsible.
Security Measures
Security Measures to Take at Special Events
Heightened security has become an important concern at special events today, and both event professionals and attendees need to be aware of precautionary measures and procedures to follow should alarms sound.
Be aware of your surroundings. This is a good caveat to follow in a hotel, at a conference or trade show, a restaurant, even on the street. Familiarize yourself the area, noting the layout of the space, stairwells and exits, security stations, etc.
Know the way out. Know where the exits are whether you are in a private room of a restaurant or inside a huge exhibition hall. Familiarize yourself with the easiest route out.
Also be aware of the people and things around you. If you notice something suspicious—a person, a package, an empty bag—notify an appropriate person, someone equipped to handle the situation. Do not attempt to handle the situation yourself.
Travel light: less is better. Minimize what you carry around with you both at an event and in transit. Increased security measures often entail bag and baggage inspections, so the less you have to lug around, the better.
Keep close records of who’s attending the event. If you’re in charge, keep a running list of who is present, including, staff, volunteers, and guests. Try to keep a record of people’s whereabouts throughout the day, so everyone can be accounted for should the need arise.
Tell guests who register for an event to keep their badges with them at all times and advise them not to discard their badges in a receptacle where someone else could pick a badge up and use it as their own ID.
Have plenty of security personnel present at the event. If you’re running a large conference or show, make sure you have plenty of security. Take the recommendations of the security directors or managers at the site. They know the building better than you do. Sites generally are not out to make a profit off security: what they recommend is what they feel is genuinely necessary.
Go over evacuation procedures. This is particularly important for large events. Those in charge of planning the event need to confer with security directors or managers to go over evacuation procedures.
In case of an emergency, stay calm and don’t panic. Alarms can sound or evacuation of an area may be necessary for a variety of reasons—an electrical outage or a burst water pipe. The alarm system itself might even malfunction. Don’t automatically think “bomb” or “fire.” Stay calm and wait for instructions. If you're nervous, it's only going to make the person next to you nervous and possibly create a panic situation.
Sample Seating Charts
GUIDELINES FOR SEATING GUESTS AT FORMAL DINNERS
Guests at formal functions are seated in accordance with their importance. At a formal dinner with a head table, the host and spouse or co-host are seated at opposite ends of the table. When there is no head table, they are seated at separate tables. When spouses or guests are invited, seating should alternate males and females whenever possible. Couples are never seated next to each other. If spouses are not present, guests are seated strictly according to importance, not according to gender.
SAMPLE SEATING CHART FOR EVENTS WHEN COUPLES ARE INVITED
Host
Most important female
2nd most important female
3rd most important male
4th most important male
4th most important female
3rd most important female
2nd most important male
Most important male
Hostess
SAMPLE SEATING CHART FOR EVENTS WITHOUT SPOUSES
Host
Most important guest
2nd most important guest
5th most important guest
6th most important guest
4th most important guest
3rd most important guest
Co-host
Note: If you need help for questions on any protocol issues, including those dealing with rank of guests, the State Department is willing to assist you. You may contact them at (202) 647-4000. The operator will direct your call to the appropriate office.
Event Planners
WHAT INDEPENDENT EVENT PLANNERS DO AND HOW TO CHOOSE ONE
A professional event planner can be involved in as many aspects of the event as you require and help you put together the team of professional event specialists you need to help make your show a success.
YOU NEED TO KNOW THE FOLLOWING BEFORE YOU HIRE A PLANNER:
The type and purpose of the event
When it will occur
Who the guests are: your target audience
How many people will attend the event
Your budget
Your priorities within that budget
HOW TO CHOOSE A PLANNER:
Meet in person. In choosing a planner, there is really no substitute for a personal interview. You can get a much clearer impression in a face-to-face meeting than over the phone.
Check references. Don’t just ask for them, call up and check.
Ask specific questions. Inquire about the most recent events the planner has organized: For how many? What was his actual involvement? Did he indeed take responsibility for the whole event or just parts of it? Being specific is very important. There’s a big difference between planning a dinner for 12 people and a function for 500. There’s also a big difference in planning a sweet-16 party and a corporate affair. Ask to see photographs, invitations, a portfolio. Make certain the planner is able to meet your needs for the type of event you are considering and that he is experienced enough to handle the unexpected should unforeseen circumstances arise.
Who is going to be there on the day of the event? Will a representative of the event company be present? Will it be someone with whom you have been dealing all along?
Determine fee structures, payment schedules and cancellation policies in advance. They differ from professional to professional, but most planners charge either a flat fee or a percentage of the total budget. Compensation will also depend on the extent of the planner’s involvement and how many details are handled by you and your staff. Expect to pay a percentage as a down payment and the balance by the onset of the function.
Get a contract or letter of agreement. A written statement of what is expected and what responsibilities belong to whom is very important. Being clear from the start about the details can short-circuit many problems down the line and go a long way toward making your event and the planning for it pleasurable experiences.
Get progress reports and have your own written checklist. Nobody’s perfect, and two heads are better than one when it comes to making sure everything is in place. A list of details accounted for that you can actually check off, plus a last-minute survey of the scene and the troops, can help an event run according to plan and ward off potential disasters or disappointments.
CHOOSING A DESTINATION-MANAGEMENT COMPANY
A destination-management company (DMC) can be invaluable if you are organizing events in another city, planning off-site events or taking groups from one place to another.
Ask the city’s Convention and Visitors Bureau to give you a list of the destination-management companies that are members of the Bureau. (They cannot recommend one over the other, since all pay dues.) Check the membership of ADME (Association of Destination Management Executives).
Check MPI, ASAE, and SITE directories. The most professional companies will be members of one or more of these organizations.
Ask associates with similar size groups and budgets what DMCs they have used.
Ask your host hotel management to recommend a company. They are in a good position to rate the work done by local companies, because they have steady feedback from their guests who have used them.
WHEN YOU HAVE A LIST OF COMPANIES, FIND OUT THE FOLLOWING:
How long has the firm been in business?
Request a list of past clients with membership similar to yours in size and scope. Check references.
Can they customize or program an event for you? Specifically what services do they provide?
Check insurance coverage, not only of the company itself, but also of any vendors they will be using: bus companies, boats, caterers, etc.
Are they fully staffed, and can they be reached during normal business hours? After hours? Will a company rep be at your events?
Find out about contracts, agreements, what is included in the price, additional costs, payment schedules and cancellation policies.
