Program & Event Planning Review

Chapter 8

Event Choreography

1. Definition:

   • Event choreography is the deliberate planning of the attendee's journey through a series of procedures, surroundings, and activities to deliver the desired event experience.

2. Three Phases of a Progressive Meeting/Event:

   • Strong Opening: Capture attention and set the tone.

   • Meaningful Body: Deliver the main content or activities aligned with the event's purpose.

   • Satisfying Conclusion: Leave attendees with a memorable ending and clear takeaways.

1. Key Elements:

   • Dimension, Diversity, and Diversion:

     • Entertainment should have layers to enrich the experience.

   • Control the Content:

     • Define goals, limitations, and requirements early to prevent conflicts.

     • Align content with attendee needs and event objectives.

Scripting the Program

1. Arranging the Agenda:

   • Sequence components logically and theatrically for a cohesive experience.

   • Use pacing to maintain attendee engagement throughout.

2. Confirming Feasibility:

   • Validate the program with stakeholders and providers to ensure practical execution.

   • Clearly communicate roles and expectations to all participants.

3. Content Selection:

   • Topics and formats should balance attendee interests with event host goals.

   • Consider “edutainment” to blend educational value with entertainment.

4. Pacing and Theatrical Design:

   • Design the program to flow naturally while emphasizing key moments.

Selecting and Booking Speakers

1. Choosing Topics and Formats:

   • Match content to attendee needs and event objectives.

   • Incorporate engaging formats like panels, keynotes, or interactive sessions.

2. Finding the Right Fit:

   • Choose speakers who align with the event's purpose and budget.

   • A celebrity guest can enhance appeal but must be relevant to the event.

3. Contracts and Agreements:

   • Always secure a written agreement detailing engagement terms and obligations.

   • Review and account for contract riders to avoid unexpected costs (e.g., technical requirements or personal preferences).

4. Logistics for Speakers:

   • Arrange for rehearsal time, green rooms, refreshments, and technical support.

   • Ensure clarity on expectations and support to maximize the speaker's impact.

5. Evaluating Value:

   • Assess the contribution of each speaker to the event's success in terms of objectives and attendee satisfaction.

Chapter 9

Companion Programs

1. Purpose:

   • Designed to provide engaging activities for guests accompanying the main attendees.

   • These programs offer diversion, enrichment, and an opportunity to explore the event destination.

2. Developing a Customer Profile:

   • Analyze past participant data and demographics.

   • Conduct surveys or focus groups to identify preferences and motivations.

3. Scheduling Considerations:

   • Coordinate with the main event schedule to avoid conflicts.

   • Ensure programming complements, rather than competes with, the main event.

4. Marketing and Pricing:

   • Tailor promotional materials to the guests.

   • Clearly outline costs, inclusions/exclusions, attire, and participation details.

5. Activity Options:

   • Popular activities include shopping and destination-specific enrichment programs.

   • Provide or facilitate childcare options and segment youth activities by age.

Optional Tours and Trips

1. Creating Tour Menus:

   • Offer diverse sightseeing and excursion options to enhance the destination experience.

   • Provide pre- and post-event tour packages for those traveling long distances.

2. Excursions and Adventures:

   • Design special-interest tours tailored to attendee preferences.

   • Use “learning journeys” for educational objectives in collaboration with host facilities.

3. Selecting Professional Providers:

   • Vet tour providers by participating in their tours as a tourist.

   • Ensure quality, safety, and alignment with event objectives.

Sporting Life

1. Purpose and Activities:

   • Sporting activities and tournaments are often used for recreation, team building, and relationship building.

   • Options include spectator events (as entertainment) or participatory events (recreational or competitive).

2. Matching Skills and Entertainment:

   • Cater to various skill levels to accommodate novice to expert participants.

   • Plan for inclusivity and diverse physical capabilities.

3. Team-Building Dynamics:

   • Use sports-based activities to foster interaction, cooperation, and connectivity among attendees.

4. Safety and Liability:

   • Focus on creating a safe, healthy atmosphere.

   • Mitigate risks and liability through proper planning and adherence to safety regulations.

Chapter 10

Catering Operations

1. Purpose of Food Service:

   • Can serve as a profit center or be a necessary expense for an event.

   • Must align with the event’s goals, theme, and audience expectations.

2. Types of Catering Operations:

   • On-Premise Catering:

     • Uses in-house facilities.

     • Suitable for venues with full-service kitchens.

   • Off-Premise Catering:

     • Requires specialized equipment and expertise.

     • May need kitchen/prep tents or catering compounds.

3. Front of the House (FOH) vs. Back of the House (BOH):

   • FOH:

     • Direct interaction with guests.

     • Includes service presentation, décor, and guest experiences.

   • BOH:

     • Food production and preparation.

     • Includes kitchen operations, hygiene, and logistics.

4. Selecting and Contracting Caterers:

   • Clearly define event requirements during negotiation.

   • Verify all details and conditions in the contract.

5. Sanitation and Safety:

   • Follow local health codes to prevent foodborne illnesses.

   • Ensure proper storage, preparation, and serving temperatures.

   • Address safety concerns, including fire hazards, cross-contamination, and food service hygiene.

Menu Design

1. Key Considerations:

   • Menus must be nutritious, delicious, and align with the purpose and theme of the event.

   • Respect client and guest preferences while offering variety.

2. Meal Functions:

   • Timing and Logistics:

     • Morning breaks focus on socializing.

     • Afternoon breaks aim to energize attendees.

   • Align menus with the event’s flow and purpose.

3. Guest Preferences and Dietary Needs:

   • Demographics: Age, gender, ethnicity, and geographic background influence preferences.

   • Psychographics: Consider attitudes, perceptions, and lifestyle routines.

   • Dietary Restrictions:

     • Accommodate requests for vegetarian, kosher, halal, and allergen-free meals.

     • Establish systems for guests to communicate needs to servers.

4. Cost and Quality:

   • Complex menu items with detailed presentation can raise labor costs.

   • Strive for a balance between quality and affordability.

5. Modern Food Trends:

   • Incorporate local and seasonal ingredients when possible.

   • Stay updated on popular food trends to enhance attendee satisfaction.

Chapter 11

Creating a Legacy, Awards & Ceremonies, Prizes & Gifts, Souvenir Mementos & Merchandise

Creating a Legacy

1. Supporting Objectives:

   • Event keepsakes and mementos should align with marketing goals, objectives, and budget.

   • Select items that cater to the desires of the recipients while promoting the event's theme.

2. "Putting Legs on the Event":

   • Gifts, souvenirs, and tokens of appreciation extend the event’s impact.

   • These tangible items provide attendees with lasting memories and promotional value.

Awards and Award Ceremonies

1. Purpose and Scope:

   • Recognize achievement, effort, or contribution in alignment with the event’s objectives.

   • Identify resources needed: time, budget, space, and personnel.

2. Selection Criteria and Judging:

   • Clearly define and communicate judging criteria, categories, and instructions to participants.

   • Ensure a transparent and fair selection process.

3. Award Design:

   • Customize awards to include branding, event details, and recipient recognition.

   • Awards can be traditional (trophies, plaques) or creative (personalized memorabilia).

4. Presentation:

   • Script and rehearse the ceremony to ensure smooth pacing and engaging moments.

   • Build excitement through a polished and professional presentation.

Prizes and Gifts

1. Understanding Motives:

   • Prizes reward contest winners and may recognize effort, characteristics, or random selection.

   • Gifts (amenities) communicate care and enhance the attendee experience.

2. Propriety and Suitability:

   • Align gifts with cultural norms and organizational values.

   • Ensure appropriateness to avoid unintentional offense (e.g., cultural sensitivities).

3. Costs and Personalization:

   • Include costs for gift preparation (e.g., wrapping, thank-you cards, delivery).

   • Personalize gifts to add meaning but remain within budget.

4. Legal and Ethical Considerations:

   • Ensure contests comply with legal regulations and ethical guidelines.

   • For auctions, confirm safety, equity, and legality.

Souvenir Mementos and Merchandise

1. Retail Merchandising Plan:

   • Develop a plan using the marketing mix (Product, Price, Place, Promotion).

   • Souvenirs should be compatible with the event's purpose and appeal to attendees.

2. Pricing Strategies:

   • Reference Pricing: Match prices to similar items at comparable events.

   • Prestige Pricing: Position items as premium by setting higher prices.

   • Market Penetration: Offer discounts to boost sales volume.

   • Demand-Based Pricing: Adjust prices dynamically based on demand.

3. Logo Merchandise:

   • Brand items with logos and event dates to create collectible value.

   • Protect branding through licensing and legal due diligence.

4. Sales and Merchandising:

   • Use retail principles to optimize the sales venue.

   • Enhance branding by ensuring high-quality, well-designed merchandise.

Chapter 12

Managing Risk

1. Definition and Goals:

   • Risk is any uncertain condition that could impact the event positively or negatively.

   • The goals of risk management are to:

     • Protect people and assets.

     • Minimize liabilities.

     • Control potential losses.

     • Ensure responsible operations.

2. Key Components:

   • Risk Identification:

     • Categorize risks associated with:

       • Organization.

       • Audience.

       • Site.

       • Communications.

       • Activities.

       • Public safety and security.

   • Risk Analysis:

     • Evaluate causes, effects, and priorities of identified risks.

   • Response Plans:

     • Create a documented plan specifying what to do, responsibilities, and the costs or schedule adjustments for managing risks.

   • Monitoring:

     • Integrate performance audits and updates into timelines.

     • Take corrective actions promptly to mitigate further risks.

   • Insurance:

     • Ensure appropriate insurance coverage to minimize financial impact from incidents.

Medical & Emergency Services

1. Emergency Management:

   • Identify potential emergencies and their impact on attendees and staff.

   • Prepare appropriate response protocols and allocate resources.

2. Medical Services:

   • Assess the likelihood of medical emergencies based on:

     • Event type and scope.

     • Audience demographics.

     • Environmental conditions (terrain, weather).

   • Ensure first aid areas are clearly marked on maps and signage.

   • Train all staff and security on access routes to medical stations.

3. Emergency Action Plans:

   • Develop detailed plans for every event, including:

     • Contact lists for emergency agencies and individuals.

     • Emergency access and egress routes, ensuring they remain open and unobstructed.

4. Evacuation Plans:

   • Key principles include quick and orderly evacuation and avoiding panic.

   • Incorporate:

     • Prearranged procedures.

     • Clear communication methods.

     • Unobstructed routes.

     • Support for individuals with special needs (e.g., mobility, language barriers).

5. Preparation and Training:

   • Train all event staff and volunteers on emergency protocols.

   • Conduct drills to ensure readiness for various emergency scenarios.

Safety Considerations

1. Hazards and Audience Behavior:

   • Evaluate all event site elements and activities for safety hazards.

   • Address crowd management issues such as:

     • Overcrowding.

     • Dangerous movements caused by the event layout or activities.

   • Monitor audience behavior to preempt undesirable conditions.

2. Audience Welfare Services:

   • Plan for guest services, including meeting places for lost attendees or children.

   • Clearly mark site hazards and provide sufficient directional signage.

3. Special Considerations:

   • Plan for high-risk activities (e.g., thrill rides, concerts, or alcohol consumption).

   • Ensure compliance with legal and ethical standards for safety and emergency measures.

Chapter 13

Vendor Selection and Volunteer & Support Staff

Vendor Selection

1. Purchasing Program:

   • Establish a systematic procurement process with clear assessment criteria.

   • Analyze event needs and resources to determine required products or services.

2. Selection Criteria:

   • Define detailed specifications, including:

     • Date, quantity, quality, dimensions, features, and brand names.

   • Develop criteria to rank and compare bids, prioritizing key factors for success.

3. Soliciting and Assessing Bids:

   • Use RFQs (Request for Quotation) or RFPs (Request for Proposal) to gather bids.

   • Compare bids based on completeness, compliance, and alignment with event objectives.

4. Contract Management:

   • Notify all bidders (accepted and rejected) promptly.

   • Negotiate and finalize contracts with clear specifications and expectations.

   • Foster strong working relationships by treating vendors as partners in the event’s success.

5. Pre-Event Coordination:

   • Conduct pre-conference (Pre-con) meetings with all vendors to review event plans.

Volunteers and Support Staffing

1. Understanding Staffing Needs:

   • Assess the tasks, required skills, and available time for task completion.

   • Create clear job descriptions with specific duties and reporting relationships.

2. Volunteers vs. Paid Staff:

   • Volunteers:

     • Typically motivated by social interaction, camaraderie, or supporting a cause.

   • Paid Staff:

     • Subject to employment regulations, including taxes, working conditions, and benefits.

3. Recruiting and Retaining Volunteers:

   • Provide multiple avenues for individuals to join the team.

   • Retain volunteers by fostering a positive experience, leading to volunteer-led recruitment.

4. Personnel Management:

   • Conduct orientation sessions and provide instruction manuals or handbooks.

   • Offer training programs and schedule assignments effectively.

   • Use motivational strategies and recognition to retain both volunteers and staff.

5. Workforce Employment Issues:

   • Ensure compliance with regulations for temporary employment and benefits.

Performance Monitoring and Evaluation

1. Checkpoints and Coaching:

   • Supervisors should be accessible and provide regular positive reinforcement.

   • Encourage two-way communication to address questions and feedback.

2. Evaluation Criteria:

   • Establish performance benchmarks based on job-specific knowledge, skills, and attitudes.

   • Use performance reviews to identify training weaknesses and areas for improvement.

3. Feedback and Data Mining:

   • Gather insights from staff and volunteers to improve processes and operations.

Conflict Resolution, Discipline, and Termination

1. Prevention:

   • Clearly communicate expectations to prevent confusion and potential conflicts.

2. Conflict Resolution:

   • Address root causes of conflicts rather than just the symptoms.

   • Apply corrective disciplinary measures progressively to resolve issues.

3. Termination Procedures:

   • Handle termination discreetly to preserve dignity and minimize disruptions.

Chapter 14

Production Book and Evaluations

The Production Book

1. Definition and Purpose:

   • Known by various names (Master Guide, Event Bible, Operations Manual), the Production Book is the central document containing all critical information for an event.

   • It ensures consistency and provides a resource for others to manage the event in your absence.

2. Contents:

   • Schedules:

     • Include chronological and alphabetical formats for easy reference.

   • Directories:

     • Circulate relevant portions to planning partners at least 30 days before the event.

     • Establish procedures for updating and communicating changes (e.g., using dated versions or color-coded pages).

   • Verification:

     • Maintain records of all decisions and confirmed details with suppliers.

     • Keep a master copy in the office as a backup.

3. Management and Updates:

   • Clearly define a distribution list for the Production Book and its updates.

   • Use consistent formatting and ensure all stakeholders understand how to navigate the document.

Evaluations

1. Importance of Evaluations:

   • Critical for improving processes, programming, performance, and policies.

   • Evaluations should focus on achieving the goals and objectives of the event.

2. Timing and Methods:

   • Right Time:

     • Gather opinions during key moments, such as on-site surveys at attractions or exit surveys after the event.

     • Conduct post-event surveys via mail, email, or online platforms.

   • Right Place:

     • Use intercept surveys at event sites or specific attractions.

   • Right People:

     • Ensure you gather responses from a representative sample for validity.

3. Data Types:

   • Quantitative Data:

     • Numerical insights revealing the "What."

   • Qualitative Data:

     • Descriptive responses revealing the "Why."

4. Evaluation Tools:

   • Surveys: Capture both quantitative and qualitative data.

   • Audience Response Systems: Allow real-time polling during the event.

   • Feedback Cards or Suggestion Boxes: Provide anonymity for honest feedback.

5. Using Evaluations:

   • Measure success and identify challenges through the collected data.

   • Use historical and comparative data to inform future event decisions.

Chapter 15

Production Book and Evaluations

The Production Book

1. Definition and Purpose:

   • Known by various names (Master Guide, Event Bible, Operations Manual), the Production Book is the central document containing all critical information for an event.

   • It ensures consistency and provides a resource for others to manage the event in your absence.

2. Contents:

   • Schedules:

     • Include chronological and alphabetical formats for easy reference.

   • Directories:

     • Circulate relevant portions to planning partners at least 30 days before the event.

     • Establish procedures for updating and communicating changes (e.g., using dated versions or color-coded pages).

   • Verification:

     • Maintain records of all decisions and confirmed details with suppliers.

     • Keep a master copy in the office as a backup.

3. Management and Updates:

   • Clearly define a distribution list for the Production Book and its updates.

   • Use consistent formatting and ensure all stakeholders understand how to navigate the document.

Evaluations

1. Importance of Evaluations:

   • Critical for improving processes, programming, performance, and policies.

   • Evaluations should focus on achieving the goals and objectives of the event.

2. Timing and Methods:

   • Right Time:

     • Gather opinions during key moments, such as on-site surveys at attractions or exit surveys after the event.

     • Conduct post-event surveys via mail, email, or online platforms.

   • Right Place:

     • Use intercept surveys at event sites or specific attractions.

   • Right People:

     • Ensure you gather responses from a representative sample for validity.

3. Data Types:

   • Quantitative Data:

     • Numerical insights revealing the "What."

   • Qualitative Data:

     • Descriptive responses revealing the "Why."

4. Evaluation Tools:

   • Surveys: Capture both quantitative and qualitative data.

   • Audience Response Systems: Allow real-time polling during the event.

   • Feedback Cards or Suggestion Boxes: Provide anonymity for honest feedback.

5. Using Evaluations:

   • Measure success and identify challenges through the collected data.

   • Use historical and comparative data to inform future event decisions.

Short Answer Questions and Answers

Components of a Press Release

1. Question: What are the key elements that must be included in a press release?

   • Answer: A headline, subheadline, lead paragraph, body content, boilerplate, and contact information.

2. Question: Why is the headline of a press release important?

   • Answer: The headline grabs attention and summarizes the main message of the press release.

3. Question: What is the purpose of the lead paragraph in a press release?

   • Answer: To provide the most critical information, including who, what, when, where, why, and how, in a concise manner.

4. Question: Why should a press release include a boilerplate?

   • Answer: The boilerplate provides background information about the organization, enhancing credibility and context.

5. Question: What information should the contact section of a press release include?

   • Answer: Name, phone number, email address, and other relevant details of the person handling media inquiries.

Reasons for Award Ceremonies

1. Question: What is the primary purpose of holding an award ceremony?

   • Answer: To recognize and celebrate achievements, efforts, or contributions.

2. Question: How can award ceremonies motivate participants or stakeholders?

   • Answer: They provide recognition and validation, encouraging continued excellence and engagement.

3. Question: Why is it important to align the criteria for awards with the goals of an event or organization?

   • Answer: To ensure the awards are meaningful and reflect the values and objectives of the organization.

4. Question: How does a well-planned award ceremony enhance an event’s reputation?

   • Answer: It demonstrates professionalism and commitment to recognizing excellence, which can attract more participants and stakeholders.

5. Question: What role does customization of awards (e.g., branding, recipient name) play in an award ceremony?

   • Answer: Customization adds a personal touch, making the award more memorable and significant.

Merchandising and the 4 P’s

1. Question: What are the 4 P’s of merchandising?

   • Answer: Product, Price, Place, and Promotion.

2. Question: How does “Product” factor into merchandising for an event?

   • Answer: The product must align with the event’s theme and be desirable to attendees, such as branded souvenirs or collectables.

3. Question: Why is pricing important in merchandising, and what strategies can be used?

   • Answer: Pricing affects sales volume and perception. Strategies include reference pricing, prestige pricing, market penetration, and demand-based pricing.

4. Question: What does “Place” refer to in merchandising?

   • Answer: Place refers to the location and methods through which merchandise is sold, such as kiosks at the event or online platforms.

5. Question: How does effective promotion influence merchandise sales at an event?

   • Answer: Promotion generates interest and drives sales by highlighting the uniqueness, relevance, or limited availability of the merchandise.

Vancouver Olympics Legacy Promise

1. Question: What was the primary focus of the sustainability efforts for the Vancouver Olympics?

   • Answer: To integrate environmental, social, and economic sustainability into the event and leave a lasting positive legacy for the community.

2. Question: How did the Vancouver Olympics emphasize environmental sustainability?

   • Answer: By reducing greenhouse gas emissions, promoting green building practices, and using renewable energy.

3. Question: What were some social benefits achieved through the Vancouver Olympics legacy program?

   • Answer: Increased local job opportunities, community engagement, and support for cultural traditions and indigenous communities.

4. Question: In what way did the Vancouver Olympics contribute to economic sustainability?

   • Answer: By building infrastructure that could be used long-term, boosting tourism, and creating lasting economic benefits for the region.

5. Question: How did the Vancouver Olympics demonstrate the integration of the "triple bottom line" in sustainability?

   • Answer: By focusing on people (social equity), planet (environmental impact), and profit (economic growth) in all planning and operations.