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The Business of Event Planning
Behind-the-Scenes Secrets of Successful Special Events
"The Business of Event Planning is a must-read for those in the event planning business. Strategic in through and design and user-friendly in presentation, it literally tells you the paths to follow and the pitfalls to avoid. Well told, with examples to follow and stories to relate to, it's the 'how-to' that's a 'must-do' for the meetings, incentive, and event planning industry." "As more and more administrative professionals are assigned meeting planning responsibilities, there needs to be an easy-to-understand, fool-proof, quick read by someone who has been there and done it successfully. Written for anyone who has to prepare dynamite meetings and special events, The Business of Event Planning is your Bible and a must-have desktop reference. Thank, Judy Allen! You saved the day!" "Guidance for new planners, reminders for experienced ones, and useful tips for everyone. This book has it all! It's the key that unlocks the mystery behind event planning, and should be mandatory reading for planners everywhere." PRAISE FOR JUDY ALLEN'S FIRST BOOK Event Planning "Allen is a good teacher. Wise planners will add Event Planning to their personal reference library as a useful working guide." "A blueprint for executing events for 50 or 2,000, with budgets of a few thousand dollars to hundreds of thousands." "Event Planning gives readers a blueprint for planning and executing special events with flair. Consider the book as preventative maintenance." "A guide to well planned events. Event Planning is a must for any PR maven."
— Peggy Whitman, President, Society of Incentive & Travel Executives; and Western Regional Sales Director, Marriott Incentive Awards
— Susan Fenner Ph.D., Manager, Education and Professional Development, International Association of Administration Professionals (IAAP)
— Leslie McNabb, Senior Manager Event Planning, Scotia Capital
— Meeting Professional Magazine
— Success Magazine
— Sales Promotion Magazine
— Marketing Magazine
Judy Allen (Author)
9780470831885, Wiley
Hardback, published 17 September 2002
352 pages
23.5 x 16.5 x 3 cm, 0.624 kg
Practical tools and expert advice for professional event planners Before planning an event, there is much that must be done behind the scenes to make the event successful. Before any thought is even given to timing or location of the event, before the menus are selected and the decor designed, there are proposals to be written, fees and contracts to be negotiated, and safety issues to be considered. This book takes you behind the scenes of event planning and explains every aspect of organizing and strategic planning. This book will be of value to both the professional event planner and to clients who are dealing with planners. Its comprehensive coverage includes: how to prepare winning proposals, and how to understand them if you are the client; how to determine management fees; negotiating contracts; safety issues; designing events in multicultural settings; and new technology that makes operations more efficient (such as online registration and response management, database project management tools). The book also includes practical tools such as sample letters of agreement, sample layouts for client proposals, forms, and checklists. Professional event planner Judy Allen offers first-time or professional event planners all the top-class advice they need to make their special events come off without a hitch.
Preface xi Acknowledgements xvii Chapter 1: The Strategic Planning of Event Design 1 External Objectives 2 Internal Objectives 4 Day One Client Itinerary 12 Day Two Client Itinerary 15 Day Three Client Itinerary 19 Day Four Client Itinerary 21 Day Five Client Itinerary 23 Day Six Client Itinerary 24 Day Seven Client Itinerary 25 Chapter 2: Preparing the Proposal 27 The Proposal Request 28 The Qualification Meeting 29 The Proposal 30 Proposal Preparation: The Initial Steps 31 Making Contact With Key Suppliers 33 Proposal Preparation 44 Chapter 3: The Body of the Proposal 47 Cover Letter 49 Destination Review 53 Transportation Requirements 59 Hotel Information 63 Day-by-Day Detailed Itinerary 75 Grid 85 Cost Summary Sheet 86 Detailed Program Inclusions 87 Program Options and Enhancements 109 Company Profile 113 References 113 Backup Material 114 Bringing It All Together 115 Chapter 4: Management Fees 119 Four Types of Fees 120 Chapter 5: Contractual Negotiations With Suppliers 143 Negotiating With Suppliers 148 Chapter 6: Client Contracts 171 The Three Rules of Contracts 172 Areas Covered in the Client Contract 173 Payment 174 Liability and Responsibility 177 Dates and Other Details 180 Food and Beverage Hazards 182 Technical Riders and Other Requirements 185 Doing Your Homework 188 Chapter 7: Safety and Security 191 Travel Information 194 Checklists for Out of Town Events 198 Ensuring Client Safety 199 Other Safety Issues 202 New Areas of Consideration for Safety and Security 203 Chapter 8: Event Planning Technology Tools and Emerging Trends 205 Event Planning Technology Options 206 Chapter 9: Multicultural and Foreign Event Planning 221 Local Customs, Protocol and Etiquette 222 Religious Beliefs 227 Local Cultural and Political Matters 227 Chapter 10: Event and Program Branding 231 Establishing a Brand 231 The Branded Image 235 Program Branding 236 The Branding Commitment 239 Protecting the Client’s Image and Standards 240 Chapter 11: Conclusion 243 Appendix 247 Sample Proposal/Senior Management 276 Sample Proposal/Incentive Sales Group 312 Index 325
Subject Areas: Cookery / food & drink etc [WB]
