exam 2- v&e m

planning process: goals

• A clearly defined statement of what you want to achieve

• The “why” behind the event

• Foundation of the entire planning process

planning process: everything flows from the goal

• Site selection

• Food & Beverage

• Communication

• Program content

• Event vibe

SMART GOALS

Goals should be:

• Specific – Focused on one major concept (Improve profits” à “generate more event revenue”)

• Measurable – Can be quantified (generate more event revenue” à “generate 100% more revenue”)

• Attainable – Realistic with one event (generate 100% more revenue” à “generate 30% more revenue”)

• Relevant – Aligns with organization’s mission (generate 30% more revenue” à “generate 30% more revenue from attendee registrations”)

• Time-related – Includes a deadline (“generate 30% more revenue” “generate 30% more revenue from attendee registrations” à “generate 30% more revenue than last year from attendee registrations in the 6 months that registration is open”)

budget concerns: budget

second most important factor after objectives.

budget concerns: where do budgets come from

• Based on past events

• Fixed corporate amount (“We have $10K.”)

• Built from scratch (new event/location)

step 1: Establish Financial Expectations

Three outcomes:

• Break-even

• Profit (common for associations)

• Deficit

step 2: identify expenses

Indirect Costs

Overhead or administrative expenses.

Fixed Costs

Do NOT change based on attendance. (venue rental and speaker fees)

Variable Costs

Depend on number of attendees. (meals and materials)

step 3: identify revenue sources

• Corporate/association funding

• Registration fees

• Sponsorships/exhibitors

• Merchandise

• Advertising

• Government assistance

• Partnerships

break-even analysis

Break-even = Total Revenue = Total Expenses

Total Expense = Fixed Costs + (Attendees × Variable Cost per Attendee)
Total Revenue = Registration Fee × Attendees

Break-Even Formula (Attendees Needed)

Fixed Costs ÷ (Registration Fee – Variable Cost per Attendee)

Registration Fee Needed to Break Even

(Fixed Costs ÷ Estimated Attendees) + Variable Cost per Attendee

common budget mistakes

• Guessing without real numbers

• Unrealistic attendance projections

• Forgetting meal counts

• Ignoring taxes/service fees

• Not respecting client budget

site venue selection

Two Key Questions

1. Does it fit the goal?

2. Does it fit the budget?

The venue must support the purpose of the event

factors to consider

• Location rotation

• Where majority of attendees live

• Cost to attendees

• Air lift (travel accessibility)

• Type of facility

• Meeting space needs

RFP

A written description of all major needs for the meeting.

Sent to:

• Hotels

• Facilities

• DMOs (Destination Marketing Organizations)

• CVBs (Convention & Visitors Bureaus)

Often standardized by EIC.

registration-associations: purpose

Collect attendee info and fees.

Includes:

• Name

• Contact info

• Membership status

• Dietary/medical needs

registration-association: pre-registration

• Early bird rates

• Helps pay deposits

• Attracts exhibitors

Members usually get discounted rates.

Registration – Corporations: mandatory attendance

• Attendees flown in

• Rooming list known

• Badges issued

registration-corporations: voluntary attendance

• Driving in

• RSVP required

• Common at trade shows

ch 13 & 14 part 2: program

• the structure & sequence of all event components

• It represents what attendees experience

two main programs: event program (short)

• Few hours

• Example: dinner meetings

ch 13 & 14 part 2: all-day gathering

• Morning → evening

• Examples: conferences, conventions, large meetings

general/plenary session

• Purpose: Address ALL attendees at once

• Used for:

  • Kickoff

  • Major announcements

  • Keynote speakers

• Speaker: CEO, chairman, or professional speaker

• Time: 1–1.5 hours

• 💰 Expensive ($75K–$100K+)

session types: concurrent sessions

• Purpose: Professional development

• Smaller than plenary

• One speaker or panel

• Time: 30–90 minutes

session types: workshop/breakout sessions

• Purpose: Interactive learning

• Small groups

• Activities:

  • Role-playing

  • Simulations

  • Group work

• Time: 50 min – 1 hour

session types: roundtable discussions

• Purpose: Deep discussion on specific topics

• Group size: 8–12 people

• Led by facilitator/expert

session types: poster sessions

• Used in academic/medical events

• Visual displays (charts, research summaries)

• Informal & interactive

program content: tracks and levels

• Tracks: Categories of content

  • Example: marketing, legal, tech

• Levels: Skill difficulty

  • Beginner / Intermediate / Advanced

👉 WHY IMPORTANT:

• Helps attendees choose sessions

• Improves event organization

session scheduling

🔑 Key Rules:

• Timing is CRITICAL

• Don’t:

  • Double-book sessions with exhibitions

• Do:

  • Allow time between sessions for:

    • Restroom breaks

    • Networking

    • Checking messages

refreshment breaks & meals

WHY THEY MATTER:

• Keep attendees energized

• Encourage networking

KEY IDEAS:

• Provide multiple breaks

• Helps engagement & satisfaction

event set-up basics: aisle & space guidelines

• Minimum aisle: 36 inches (3 ft)

• Preferred: wider than 36 inches

• Perimeter aisle: leave space around room

• Cross aisles: wide enough for flow

event set-up basics: seating guidelines

• Sit-down dinner: 100% seating

• Reception: 50–70% seating

event set up basics: table setup tips

• Use staggered rows (better visibility)

• Mix table types (not just rounds)

• Don’t overcrowd tables

• Avoid placing tables near service doors

f&b + a/v setup

KEY CONSIDERATIONS:

• Account for:

  • Buffet tables

  • Food stations

• Ensure:

  • Good traffic flow

• Avoid:

  • Placing setups near service doors

🎬 A/V Equipment:

• Takes up space!

• Projector screens need clear viewing space

ch 13 & 14 part 3: production

• The equipment + staff needed to run an event

• Applies to:

  • Meetings

  • Entertainment

  • Small & large events

key production elements:

• Staging

• Lighting

• Audio/Visual (A/V)

• Power

👉 IMPORTANT:

• Event success often depends on A/V working perfectly

choosing a production supplier: specialized suppliers

• Experts in ONE area (lighting, staging, etc.)

• ✅ Higher quality

choosing a production supplier: one-stop shop

• Handles everything

• ❌ May lack deep expertise

technical director

• Hired for large/complex events

• Acts as:

  • A/V “captain”

  • Main person in charge on-site

logistics

Planning how & when everything comes together

load-in schedule: what is it?

What is it?

• Timeline for:

  • Vendor arrivals

  • Setup times

  • Equipment unloading

why does a load-in schedule matter?

• Vendors charge hourly labor

• Saves money

• Prevents:

  • Delays

  • Vendors getting in each other’s way

the typical load-in order (“C-S-L-S-L-E-F”)

1. Ceiling items (lighting, sound, décor)

2. Stage setup

3. Large floor items (lighting, big décor)

4. Seating (tables & chairs)

5. Linens & flowers

6. Entertainment

7. Food & beverage

event coordination general process

General Process:

1. Client sends inquiry (often via RFP)

2. Sales Manager creates contract

3. Event Coordinator meets client

   • 0.5 to 6 months before event

4. Event details finalized

5. BEO created

6. Staff executes event

finalizing event details: who

• Type of event (birthday, corporate, etc.)

• Point of contact

• Number of guests

• Guest type

finalizing event details: what

WHAT:

• Program content

• Reception/cocktail hour

• Food & alcohol

finalizing event: when

• Date (ALWAYS confirm)

• Time (even tentative)

finalizing event: where

Does space fit guest count?

finalizing event details: how

• Room setup:

  • Rounds of 8

  • Theater style

  • Classroom

• A/V needs

banquet event order (BEO)

The master document for executing the event

BEO sections

• Header info

• Billing info

• Items being charged

• Setup details

• Notes

• Alcohol details

• Totals

• Fine print

👉 Staff uses this to run the event exactly as planned

ch 9: what to serve? (sob, a, g/v, v/l, t, & ea”ef”)

When you start the menu planning process, there are 6 major things to consider:

1.Size of budget

2.Attendees

3.Goal/Vibe

4.Venue/Location

5.Timing

6.Expectations about “event food”

what do you serve- budget?

• FIRST step in planning

• Determines everything

🔑 Key Idea:

• Use per-person cost

  • Example:

    • $5,000 ÷ 150 guests = $33/person

⚠ WATCH OUT:

• Hidden costs:

  • Service charge (20%)

  • Tax (~10%)

👉 Always calculate true total cost

attendees (d,a,c,dr, & c/r)

🔑 Rule:

👉 It’s about THEM, not you

Consider:

• Demographics

  • Women → lighter food

  • Men → heavier food

• Age

  • Younger → eat more

  • Older → mild, easy-to-chew foods

• Children

  • Simple, recognizable foods

• Dietary restrictions

  • Vegan, vegetarian, allergies

• Culture/Religion

  • Example: Hindu → no beef

timing: meal expectations

Meal Expectations:

• 11am–1pm → FULL lunch

• 6pm–10pm → FULL dinner

👉 Common mistake:
Serving snacks during meal times ❌

budget hack

Avoid meals by timing:

• 9–11am → no breakfast needed

• 2–5pm → no lunch

• After 8pm → no dinner

typical durations:

• Box lunch → 30 min

• Reception → 1 hour

• Lunch → 1–1.5 hours

• Dinner → ~2 hours

expectations

• Guests want to indulge

• Expect:

  • High-quality food

  • Fresh ingredients

• 🍰 Dessert is CRITICAL
  → “Recency Effect” (last impression matters)

how do you serve it?: reception styles

• Standing, mingling, small bites

Types:

• Butler-passed

  • Servers walk around

  • Higher quality

• Stationary table

  • Self-serve

  • More variety

how do you serve it?: dinner styles

🍽 Plated (Formal)

• Served to guests

• Requires more staff

• Faster if well-staffed

how do you serve it?: buffet

Guests serve themselves

• ❌ Higher cost (over-serving)

• ❌ Slower

how do you serve it?: variations

• Attended buffet → staff serves (better control)

• Action stations → chef cooks in front of guests

• Combination buffet → mix of self-serve + controlled items

• DIY stations → taco bar, sundae bar

how much do you serve?: guarantees

Final guest count due 5–14 days before event

• You can:

  • ✅ Increase

  • ❌ NOT decrease

👉 Caterers often add 5% extra (overset)

food quantity guidelines: hors d’oeuvres:

• Reception only → 10–15 pieces/person

• With dinner → 3–5 pieces

food quantity guidelines: lunch

• Entrée: 5 oz

• 2–3 sides (3–4 oz each)

food quantity: dinner

entrée: 5–7 oz

• Veggies: 4 oz

• Pasta/beans: 2 oz

food quantity: dessert

• Cake → 1 slice

• Mousse → 4 oz

• Ice cream → 5 oz

food quantity: drinks

plan 3 beverages per person

• Coffee peaks after dessert

choosing a caterer: tips & confirmation

🔑 Tips:

• Check references

• Visit an event they’re catering

• Do a tasting

Confirm:

• Portion sizes

• Presentation

👉 GET EVERYTHING IN WRITING

caterer staffing rules

• Plated → 1 server per 2 tables

• Buffet → 1 server per 40 guests

menu restrictions:

Must consider:

• Allergies

• Health concerns

• Religion