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SAVE THIS HANDOUT - REQUIRED STUDY MATERIAL FOR THE CTSM EXAM
C T S M R E Q U I R E D S E S S I O N
SESSION 6010R
eTrak Online Session | MAY 13, 2021 | 1:00PM ET, 12:00PM CT, 11:00AM MT, 10:00AM PT
The Basics of Event Planning andManagement
Part IREBECCA COONS
All Materials Copyrighted by EXHIBITOR Magazine / Rebecca Coons© 2021 Rochester, MN
PRODUCED BY EXHIBITOR MEDIA GROUP
Q U I Z P R O C E D U R E S F O R R E C E I V I N G C E U C R E D I T S
Detailed instructions for submitting your quiz answers and affidavits to receive CTSM credit and CEUs for the sessions and/or workshops you take will be on the quiz site. The procedure for applying for CEUs is the same whether you are in the CTSM certification program or applying for CEUs only. For more information, email Wendy Lewis at [email protected] or call 507-424-4881.
C E R T I F I E D T R A D E S H O W M A R K E T E R P R O G R A M
CTSM
Sponsored by: University Affiliate:
CTSM CANDIDATES• Be sure you have completed a CTSM Enrollment form online .
NON-CTSM CANDIDATES APPLYING FOR CEUS
• Complete a CEU only registration form online at www.CTSM.com/CEUOnly.
All CEUs are paid by EXHIBITOR Show and awarded by Northern Illinois University (NIU) Outreach.
QUIZ PROCEDURES Submit a quiz for each CTSM-required session that you attend. Complete an affidavit of attendance for each
elective session you attend.
• To submit your quizzes and affidavits, go to www.CTSM.com/quizzes and follow instructions.
• Deadline to submit quizzes is two weeks after each conference or after each EXHIBITOR eTrak session.
• For eTrak sessions, you will need to use eTrak2021 for the enrollment key.
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The Basics of Event Planning & Management
Part I of a II Part Series
Rebecca CoonsPresident
NALU CREATIVE
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Table of Contents:
Page 3: ELC #1 – Determining Objectives
Page 10: ELC #2 – Developing a Budget
Page 15: ELC #3 – Developing a Pre-Production Timeline
Page 17: ELC #4 – Site Inspection/Site Selection
Page 25: ELC #5 – Developing an RFP and Selecting Vendors
Page 34: ELC #6 – Developing a Theme and Hiring Entertainment
Page 39: ELC #7 – Food and Beverage
Page 52: ELC #8 – Contracts and Pay Schedules
Page 60: ELC #9 – Insurance and Permits
Page 65: ELC #10 – Getting the Word Out and Social Media
ELC #1: Determining Objectives
Who is responsible for determining objectives?
Reconfirm the goals in writing.
Always keep them in mind as they will be the backbone of your event.
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Some questions to ask to help determine your objectives:
What type of event do you want to have?
Digital, Live, Hybrid?
Who are the attendees?
What is the brand objective?
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What do you want the attendees to see/think/experience when they are at your event?
Are there multiple objectives?
How will you measure your results?
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How Will Your Objectives Affect the Planning Process?
So how do your objectives begin to affect your planning process?
Location
Timing
Transportation
Type of food and beverage
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Entertainment
General style…casual? Reception? Elegant? Speeches? A/V presentation?
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Objectives must be:
Realistic
SpecificMeasurable
Time sensitive
Challenging….YES
Unrealistic….NO
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Examples of Objectives:
Bad: To generate a profit.
Good: To generate a 10% profit in the first year of the event.
Bad: To generate leads.
Good: To generate 20 leads per day of the show.
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Must have a budget in mind
It can grow and change
Give budget ranges if you can’t get the answers you need.
Digital does not mean less expensive.
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ELC #2: Developing a Budget
Having an idea of where your budget is going will help you to get bids from your vendors.
Be as specific as possible with your vendors about your budget.
Keep a contingency fund as your backup. 5-10%
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Where are you getting your budget from and when will it become available?
Partners?
Sponsors?
Internal?Several Internal Departments?
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Identify Sources of Revenue
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Travel; Hotel; Venue Rental Fees
Food & Beverage; Invitations; Signage
Promotion; Freight; Labor; Staff
Activities; Give-a-ways; Insurance
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Identify Sources of Expenses
Gratuities
Audio/Visual and Lighting
Custom Video
Décor; Entertainment; Rider
Photographer; Videographer
Social Media
CDN
Pre-Production
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Identify Sources of Expenses
ELC #3: Developing a Pre-Production Timeline
Your timeline needs to include two major parts:
Pre-production
Budget
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Pre-production: always start at your event and work backwards:
Guest guarantee
Registration deadline
Send out invitation
Design invitation
Secure vendors
Secure venue
Determine budget
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Finding a Venue:
Keep a venue file –
digital and physical
Convention & Visitor s
Bureau
Web based destination
searches
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ELC #4: Site Inspection/Site Selection
Finding a Venue:
Exhibitor magazine location guide
Wedding/Caterer photographer websites
If asking a vendor to assist, be clear with your objectives so they find the right kind of facility.
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ELC #4: Site Inspection/Site Selection
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Considerations for a venue:
What type of event are you planning?
What is the capacity?
Insurance requirements?
Union?
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When can you load in and when do you have to be out?
Fees? What do they include? What do they not include?
Preferred or mandatory vendors?
Load in access? Loading docks, truck parking etc…
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What else is going on in the venue around your dates?
Be clear with your expectations and what you might expect to do so they are aware. Do not surprise your venue.
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Conduct a site inspection if possible or ask a trusted vendor/partner to do it for you.
If you can not do a site visit, request current video and photos from the venue or a live video chat.
Verify that any photos you see on the website are still valid.
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Make sure to ask “is there anything else you think I should know or be aware of that pertains to your venue or your fee structure?
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Considerations for a Content Delivery Network:
What size audience do you expect?
What length of time do you need it live?
What functionality do you require?
How much interactivity?
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ELC #5: Developing an RFP and Selecting Vendors
A statement about your company and product(s) or service(s).
The purpose and objective of this event.
The location and venue if you know them.
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The number of attendees expected.
The attendee demographic.
The type of event you are planning; i.e. reception, cocktail party, seated dinner, entertainment, speeches, presentation etc…
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Time frame for delivery of proposal.
Expectations for inclusions in proposal such as creative proposal, line itemed or lump sum budget, renderings, story boards, team, company history, references, menus etc…
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Budget and what it needs to include.
Methods to contact you with questions.
Any other pertinent information that will assist your vendors in responding.
Confidentiality agreement.
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Some Partners You Might Need
Production Companies
CVB s: Convention and Visitors Bureaus
Staffing Companies
Entertainment Companies
DMC s: Destination Management Companies
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MPI: Meeting Professionals International
SITE: Society of Incentive Travel Executives
NACE: National Association of Catering Executives
Vendors
Venues
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Get Referrals:
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Trade Magazines and Events such as Exhibitor Magazine and the Exhibitor Show.
Pay attention to who is winning awards and who is on the floor and who is teaching seminars.
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CVBs: This is what they are there for so make use of their websites and their knowledgeable people. Make sure to ask for multiple suggestions.
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Check references of potential vendors
Visit their facilities if possible
Meet the staff that you will be working with
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So your CEO wants Carrot Top….But is it the right fit for your event?
Entertainment must make sense and serve a purpose.
Entertainment must work to support your brand and your event goals.
Don’t forget entertainment in the virtual space.
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ELC #6: Developing a Theme and Hiring
Entertainment
Always keep your objectives in mind: Incentive? Motivational? Educational?
How does it reflect on your Brand?
Put yourself in the shoes of your guest – remember it is not just about you and your tastes.
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If necessary, get opinions from your company to make sure you are on track.
For entertainment, review videos and get references from like-minded clients. Discuss song lists and wardrobe. Make sure you have adequate space, dressing rooms, talent wranglers etc…
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Understand executive involvement early on.
Don’t forget about the entertainment rider; be sure you can afford it.
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Be clear with entertainment about your objectives and make sure they are in agreement. Be careful
NOT to tell an entertainer how to perform or what to perform. It will usually backfire…this should be a
discussion.
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What kind of event are you having? Seated dinner? Cocktail reception? Brunch? Breakout?
What type of guests are you inviting?
Establish a budget.
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ELC #7 Food and Beverage
Are you a foodie?
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Check with your local government for most current updates and rules for food service and social distancing – venues may have additional rules.
Consider new safety concerns and social distancing. Food service vs. buffets, gloved servers, bento boxes, seating options etc…
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Offer a variety of hot and cold appetizers; a variety of chicken, beef and vegetarian options.
Consider guest experience as it relates to utensils, seating and service.
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Consider the time of day and what guests have done previous to your event. How long do you want them to stay?
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Don t forget the vegetarians for main course.
Kosher?
Men tend to like meat and chicken and shy away from lamb and fish. Women like salad options and vegetables.
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Everyone likes dessert in small quantities.
Consider bite size offerings or presentations in shot glasses.
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Consider your location: Include regional cuisine but make everyone happy so include a variety.
Do you have international attendees?
Kid size portions and kid friendly menus and buffets.
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Don t be afraid of exotic foods just make sure to balance it with standard fare if needed.
Know all ingredients and beware of food allergies. Make sure the service staff is informed as well. MSG, peanuts, peanut oil, nuts and seeds…
Get involved in the pre-con with the catering and wait staff.
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The Bar is a place where you can save money if you need to so plan accordingly.
For average service: 1 bar per 100 guests
For higher service: 1 bar per 75 guests
For ultimate service: 1 bar per 50 guests
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Wine and beer only?
Premium liquor or call brands?
Favorite brands of executive team
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BAR
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For seated dinner, standard ratio is 1 server per 4 tables
For higher level of service you will want 1 server per 1-2 tables.
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Labor and Serving Staff
Rentals
Estimate for your budget at least $20-25.00 per guest for rentals.
Will be higher if you have special needs.
Keep in mind that with new social distancing, rental needs may adjust – more tables spread apart, Plexiglas dividers etc…
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Schedule a tasting once you have decided on a menu.
Expect to pay for additional tastings.
Be creative and have fun
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ELC #8: Contracts & Pay Schedules
Request a contract from all vendors and then read them.
Make sure you can abide by all of the terms.
If not, you must respond in writing with any requests or changes.
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Make sure overtime labor or entertainment charges are outlined clearly.
Make sure food and beverage guarantees are clearly outlined and how you will be charged for these services (per person, on consumption, flat fee, hours?).
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Do not forget to run it through legal if that is necessary for your company and allow enough time for it.
Communicate with your vendors what you are doing so they understand.
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Make sure you sign your contracts and return them as promptly as possible and get executed copies back for your records.
Always have hard copies with you on site.
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If your company has vendor contracts in place, make sure to give them to your vendors well in advance of the event or even the contract stage if possible.
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Review insurance coverage and requirements.
Review custodian coverage.
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Review security deposits and how they are returned. Take photos or video to protect yourself both before and after event.
If event is in another country, make sure to review if costs are quoted in U.S. dollars or subject to currency fluctuation.
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Make sure all taxes, gratuities, customs, shipping etc...are included. If not, make sure to have a good idea of what these will cost.
Decide on a pay schedule with your vendors and stick to it. Understand what happens if you are not able to do so.
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ELC # 9: Insurance and Permits
Be sure that your insurance coverage is adequate for what you are doing. Be proactive and talk to your legal department to be certain of your requirements and understand your liabilities. Know that if you sign the contract with a venue you are liable.
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Make sure your vendors have adequate insurance and be listed as additionally insured if possible.
Make sure to have copies of everyone s insurance on site.
Consider E&O insurance as well as Cyber Insurance for digital/virtual events.
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Check with venue, vendors and fire marshal about any permits that may be required.
Make sure to fill out a security report in case of any issues on site to protect yourself going forward.
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Venue – Public Land, Private Land for Public Use, Residential Area
Tenting
Street Closures
Noise Abatements
Liquor/Food
Entertainment
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Permits you may need:
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Risk Considerations for Digital:
What platform will you broadcast to?
Music & Video rights.
Live Chat Considerations.
Double Check Bandwidth.
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ELC #10: Getting the Word Out and Social Media
You need guests…so first you must identify them if they are not internal or pre-determined.
Who are they? Male? Female? Age? Interests?
Approach them in their comfort zones.
Targeted Advertising?
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Plan in advance; people are busy.
Save the date.
Less time needed for Virtual events.
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Once you have identified them:
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The Traditional Invitation: Brand your eventCompany and corporate logo
Information on destination: city, hotel, web links
Dress codeProgram outlineBenefits of attending
R.S.V.P.
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The Virtual Invitation: Brand your eventCompany and corporate logoInformation on how to register, codes vs. open? Where to watch? Links?Program outlineBenefits of attendingR.S.V.P. if needed
Send out reminders
Web based registration
Make sure to communicate with conference planners and follow all appropriate rules for such event. Use this as a way to get free advertisement as well if you want.
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What is your Social Media Plan?
Mobil App?
Gamification?
Extending the life of your event with social media.
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Social Media Plan
Entertainment Rider Costs
Name of Act:Cost of Act:Technical/Stage Requirements: Sound:Lights:Backline:Additional Technical: Stage:Set and/or Draping: Miscellaneous Rider Requirements: Hospitality:Number of Rooms and Type Needed: Ground Transportation: Air Transportation: Air Freight:Local Musicians, if required: Union Dues:Customs:Work Permits:Contingency Fee: Stage Manager:Management Fee:
Job summary budget template.xls Page 1 of 6 Purchaser's Initials __________
Client Name, End Client NameDate of Event, Location of EventJob Summary or Investment StructureLoad in Date and Time: Strike Date and Time: Guest Count:
Element Source Estimated Cost Actual Cost NotesDesignRenderings $ - (1) Floor Plan/Room Layout $ - CAD Technical Drawings $ - 3-D Models $ - Animated Computer Design $ - Design Fee $ -
DécorEntrance Treatment $ - Perimeter Room Treatment $ - Ceiling Treatment $ - Stage Treatment $ - Custom Podium $ - Custom Bar(s) $ - Buffet Décor $ - Carpet/Flooring $ - Seated Cocktail Table Linens $ - Highboy Cocktail Table Linens $ -
Job summary budget template.xls Page 2 of 6 Purchaser's Initials __________
Element Source Estimated Cost Actual Cost NotesCocktail Table Centerpieces $ - Guest Table Linens $ - Guest Table Centerpieces $ - Chair Covers $ - Chair Ties $ - Napkins $ - Buffet Table Linens $ - Plants $ -
VenueVenue Rental $ - Cleaning $ - Maintenance $ - Refundable Security Deposit $ - Power Charges $ - On-Site Production Office $ -
On-Site Storage Room $ -
RentalsHighboy Cocktail Tables $ - Stools for Highboy Cocktail Tables $ - Seated Cocktail Tables $ - Guest Chairs for Seated Cocktail Tables $ - Guest Tables - Large Rounds $ - Guest Chairs for Large Rounds $ - Buffet Tables $ - Bars $ - Glassware, flatware etc $ - Kitchen Rentals $ - Stanchions $ - Fencing/Bike Racks $ -
Food and Beverage
Job summary budget template.xls Page 3 of 6 Purchaser's Initials __________
Element Source Estimated Cost Actual Cost NotesHors d'oeuvres $ - Bars $ - Buffet Reception Menu $ - Crew Beverages and Meals $ - Catering Baffles $ -
Audio, Video, Lighting & PowerAudio Equipment $ - CDs for Background Music $ - Video Equipment $ - Pre-produced Video Package $ - Plasma screens $ - Lighting Equipment $ - Custom Gobos $ - Safety Lighting $ - Cabling and Distro $ - Generator $ -
StagingStage Risers $ - Step Units $ - Stage covering $ - Stage Skirting/fascia $ - Run-Off Drape for backstage area, to mask tech positions and to hide speaker stacks.
$ -
Dance Floor $ - Tech Position Risers $ -
EntertainmentDressing Room $ - Dressing Room F&B $ - Dressing Room Requirements $ - Coat Racks, Mirrors, etc. Costumes $ -
Job summary budget template.xls Page 4 of 6 Purchaser's Initials __________
Element Source Estimated Cost Actual Cost NotesTentingTent $ - Tent Flooring/Carpet $ - Tent Liner $ - Tent Power $ - Additional Catering Tent $ - Additional Catering Tent Power $ - Additional Catering Tent Lighting $ - Additional Venue Fee associated with Tenting $ - Tent Heating/Cooling System $ -
Guest TransportationBus Transportation $ - Transportation Signage $ - Transportation Radios $ -
MiscellaneousLifts $ - Signage $ -
Radios & Communication $ -
Taxable Item Sub-TotalsSub-Total $ - $ -
Applicable Sales Tax n/a $ - Total of Taxable Items $ -
Non-Taxable Items
General Labor Teamsters $ - Riggers and Union Labor $ - Electrician $ - Tent Labor $ - Loaders $ -
Job summary budget template.xls Page 5 of 6 Purchaser's Initials __________
Element Source Estimated Cost Actual Cost NotesDrivers $ - Lighting Crew $ - Video Crew $ - Audio Crew $ - Camera Crew $ - Catering Staff $ - Staging Crew $ - Rental Labor $ -
On-Site Production ManagementOn-Site Producer $ - On-Site Production Assistants $ - Technical Director $ - Lighting Director $ - Art Director $ - Production Manager $ - Crew Lead $ - Show Director $ - Stage Manager $ - Backstage Manager $ - Transportation Coordinator $ -
Transportation Staffing $ -
Security $ -
Crew Per Diem $ - Crew Accommodations $ - Crew Airfare $ - Crew Ground Transportation $ -
EntertainmentEntertainment/ DJ/ Band Fee $ - Entertainment Air Travel $ - Entertainment Ground Transportation $ - Entertainment Accommodations $ -
Job summary budget template.xls Page 6 of 6 Purchaser's Initials __________
Element Source Estimated Cost Actual Cost NotesEntertainment Per Diem $ - Choreographer $ - Costumer $ - Hair and Make-up $ -
MiscellaneousPre-Production $ - Site Inspection $ - Emergency Medical Technician $ - Permits $ - Access Badges $ - Certificate of Insurance
Shipping and Transportation
Trucking $ - Shipping $ - Delivery Charges $ -
Totals Sub-Total of non-taxable items $ - $ -
Total $ - $ -
Optional Enhancements
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Company Info including address Event Name
Dates
Specifications
Date of RFP
Introduction
Thank you for your interest in participating in the bid process for the XYZ event. Below is an outlined list of information to consider, including our event delivery expectations. We look forward to reviewing your proposal.
XYZ Event Overview
This should give an overview of dates, attendees, objectives and a schedule of events etc…as much detail as is possible.
Venue Possession/Setup
This should detail the various venues and locations within that you have and when you gain access and must be clear of them. Should also include any specifics about insurance or other venue requirements.
Services Requested
This is an opportunity for you to specify your needs…here are a few that I have seen from others:
This proposal will include creative development, setup, production, teardown, and allpersonnel required. The selected provider will be expected to:
• Present a comprehensive proposal based on the enclosed guidelines. • Work closely with the XYZ team to coordinate and develop creative content and
production.• Oversee quality control and assume 100 percent accountability of any and all
production company sub-contractors. • Provide production and technical supervision.
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• Submit a list of production team members, including job descriptions. • Assume responsibility (budget, supervision and coordination) for all on-site labor
charges.• Assume responsibility for coordinating talent on-site and fulfilling talent technical
and hospitality riders. • Deliver all speaker support and video playback in high definition. • Include pricing estimate for original video production as well as post-production
services. Assume minimum of ten video modules which will utilize existing and original footage. Pricing estimates should include all scope assumptions.
• Develop and secure approval for any technical drawings or documentation required by the local municipality or venue.
• Provide multi-camera package to record the event, as well as speaker and performer’s image magnification.
• Provide an estimate for all on-site support equipment, including all estimated power charges.
• Provide lighting package for full audience coverage. • Provide a time-coded transcript of meetings to the XYZ team . • Sign and return the attached non-disclosure agreement.• Agree to participate in bi-weekly and/or weekly conference calls with the XYZ
team.• Agree to sign the XYZ standard Services Agreement.
Intellectual Property Terms
All results of services for XYZ, and the intellectual property and other proprietary rights pertinent to results of services for XYZ, will be “works made for hire” for XYZ and, to the extent that any results of services are not works made for hire, provider must assign, without the need for further consideration or writing, the ownership of intellectual property and other proprietary rights in such results to XYZ, including, but not limited to, copyright rights. If XYZ’s use of the results of services or the items provided by provider will require a license or other permission or waiver from any person or entity, provider must point this out and explain the situation in the proposal. Additional terms regarding intellectual property rights will be included in XYZ’s standard Service Agreement.
Confidentiality
Providers must agree not to disclose to any third party any confidential information received by it from XYZ or to use such information other than for the purposes of supplying services or products to XYZ. All submissions of proposals must be accompanied by a signed confidentiality and restricted use agreement provided by XYZ. XYZ shall not be obligated to treat any information in a
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proposal as “confidential” and any use or disclosure of information in a proposal shall be in XYZ’s sole and absolute discretion without any liability. Also, XYZshall not be obligated to return or preserve any proposals.
Proposal Preparation
While a comprehensive creative solution and design is expected with your proposal, it is anticipated that alterations may occur as needs are assessed and additional audiovisual and staging requirements emerge. Therefore, please be sure to define all assumptions. A proposal should include, but not be limited to:
• Proposed technical aspects of stage layout, video playback strategy, image magnification plan, graphics and video support solution, teleprompter and confidence monitors/projection plan, lighting design and audio specifications.
• Provide staging solutions/suggestions for multiple acts and executive presentations that will occur within a given event.
• Description and background of the production company. • Explanation of any special skills, resources or technologies the agency possesses
that could be benefit the delivery of the event. • A list of clients, including some identified as references (please include contact
names and phone numbers). • Outline of fee services (line item cost estimates for travel, labor, etc). • Summary of the process and flow you anticipate; how do you expect your team to
work with the XYZ team? • Any other factors that you believe set your company apart in the industry. • If you think there is additional information or items you would like us to consider
and there is a cost associated, provide a detailed description and cost estimate “below the line”.
Please submit three copies of your proposal to be received no later than INSERTDATE AND TIME HERE the following address:
Deliver to:
Insert name, address here for delivery and method
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Evaluation Criteria
The production company will be selected based on the following:
• Quality of overall concept. • Creative stage design and unique staging elements. • Audio, Video and Lighting design. • Unique software delivery solutions. • Ability to demonstrate flexibility in staging design and process thinking. • Relevant experience and demonstration of proven success. • Intellectual property and proprietary rights terms.• Detail of all incremental costs and pricing while remaining within the target
budget.
A final decision will be made by the XYZ team no later than Insert date here. The selected company will be notified as soon as the decision is made.
If you have any questions, please feel free to contact (insert name and contact info here of appropriate persons) and any limits or rules of contact.
Thank you,
Your contact info here
