Special Events
-15%
portes grátis
Special Events
The Brave New World for Bolder and Better Live Events
Lee, Seungwon; Goldblatt, Joe
John Wiley & Sons Inc
08/2020
416
Mole
Inglês
9781119345732
15 a 20 dias
703
Descrição não disponível.
Foreword xix
Preface xxi
Acknowledgments xxvii
Part 1 Producing Seamless, Secure, and Sustainable (S3) Events
1 Welcome to Greener Event Leadership and Economic Success 3
New Challenges and New Opportunities 5
Once Upon a Time and Not Too Long Ago 6
Anthropological and Sociological Origins 7
Growth Opportunities 8
Public Relations 8
Marketing and Retail Sales 9
Global Business 9
Leisure and Recreation 10
Greener Meetings and Events 11
The Event Planning Profession 12
Celebration 12
Education 12
Marketing 13
Reunion 13
Event Planning Subfields 14
Civic Events 15
Expositions/Exhibitions 16
Fairs and Festivals 16
Hallmark Events 16
Hospitality 17
Meetings and Conferences 18
Retail Events 18
Social Life-Cycle Events 19
Sports Events 20
Tourism 20
Stakeholders 22
A Professional Model for Event Leaders 22
Change, Creativity, and Innovation: The Three Constants in Event Leadership 23
Demographic Change 23
Psychographic Change 23
Career Opportunities 24
Gender Opportunities 26
Educational Opportunities 26
Certification 27
Developing Your Career 28
Mastering Yourself 28
Mastering Time Management 29
Mastering Finance 30
Mastering Modern Technology 31
Mastering Human Resource Skills 32
There is No Substitute for Performance 33
Challenges and Opportunities 33
Business Development 33
Resource Development 34
Lifelong Learning: A User's Guide 35
Getting Focused 36
How to Use This Book 36
Self-Education: The Reading Log 36
Benchmark Checklists 36
EcoLogic 37
TECH/APPVIEWS and SECUREVIEWS 37
Critical Connections for Career Advancement 37
Insights from Global Event Leaders 37
Appendices 38
Role and Scope 38
Summary 40
Key Terms 40
Career Connections 40
Next Steps 41
References 41
2 Changing Paradigms for Greener Leadership and Social Change 42
Research 44
Market Research Techniques 45
Quantitative Pre-Event Research 45
Qualitative Pre-Event Research 45
Mixed Research Methods 47
Validity and Reliability: Producing Credible Pre-Event Research 48
Interpreting and Communicating Research Findings 48
SWOT Analysis: Finding the Strengths, Weaknesses, Opportunities, and Threats of Your Event 49
Design: The Blueprint for Success 51
Brainstorming and Mind Mapping 52
The Creative Process in Event Planning 53
Making the Perfect Host/Guest Match 55
The Approval Process 56
Project Management Systems for Event Leaders 56
Planning Consistently Professional Events 57
Timing 57
Space 58
Tempo 59
Gap Analysis 61
Coordination: Executing the Event Plan 61
Evaluation: The Link to the Next Event 62
Communication: The Tie That Binds All Stakeholders Together 64
Event Management Body of Knowledge, IEMS, and EMICS 65
Synergy: Linking Administration, Coordination, Marketing, and Risk Management 67
Corporate Social Responsibility (CSR) 68
Summary 69
Key Terms 70
Career Connections 70
Next Steps 70
References 70
Part 2 The New Sustainable Event Algorithms
3 Composing the Sustainable Event Plan 73
Designing the Event Environment with Sustainability in Mind 75
Five-Card Draw: Playing the Five Senses 76
Soundscaping 78
Visual Cues 78
Touch 78
Smell 79
Taste 79
Blending, Mixing, and Matching the Senses for Full Effect 80
Bells and Whistles: Amenities That Make the Difference 80
Identifying the Needs of Your Guests 81
Provision for Guests with Different Abilities 82
Implications of Size, Weight, and Volume 82
Securing the Environment 83
Transportation and Parking Factors 83
Effectively Manage the Event Environment 85
Entrances, Pre-Function, and Reception Areas 86
Function Areas 89
Innovative sites 90
Amenities and Furnishings 91
Inside the New World of Event Design 93
Themed Events 99
The Ultimate Planned Event 100
Big Theme Success with Small Budgets 101
Trends in Theme Events 102
Environmental Ecological Sensitivity 103
Recycle Your Success 103
Inspiration and Perspiration 104
Event Strategic Planning 104
Planning to Plan 106
Confirming Validity, Reliability, and Security 106
Timeline 107
Summary 110
Key Terms 110
Career Connections 110
Next Steps 111
References 111
4 Event Leadership and Human Resources Management 112
Event Planner as a Leader: Leadership Styles 113
Leadership Characteristics 113
Integrity 114
Confidence and Persistence 114
Collaborative Decision-Making 115
Communication Skills 117
Open and Continuous Communication 118
Vision 118
Social and Environmental Responsibility 119
Fiscal Responsibility 120
Delegation and Empowerment 120
Human Resource Management 120
Fairness 120
Equality 122
Accessibility: ADA and Global Policies 123
The Relaxed Performance 124
Volunteer Coordination 125
Contract Temporary Employees 126
Organizational Charts 127
Developing Policies, Procedures, and Practices 129
Summary 132
Key Terms 132
Career Connections 133
Next Steps 133
References 133
5 Financial Sustainability 134
Budgeting 136
Financial History 137
General Economy in the United States and the World 137
Reasonable Projected Income 138
Sustainable Funding 138
Typical Income Categories 139
Expenses 139
Structuring Account Codes 141
Finding and Supervising an Accountant 142
Accounting Software 142
Producing Profit 143
Fixed Overhead Expenses 143
Variable Expenses 144
Net Profit versus Gross Profit 144
Break-Even Point 144
Controlling and Reducing Costs 145
Ensuring Positive Event Cash Flow 146
Accounts Payable: Finding the Best Terms 147
Typical Accounts Payable Customs 147
Negotiating Accounts Payable 148
Controlling Purchases 148
Barter/In-Kind Payment 149
Common Event Financial Challenges and Solutions 149
Foreign Exchange Rates 152
Market Conditions 152
Government Policy 153
Typical Events Budgets 154
How to Manage Your Finances during Turbulent Economic Times 160
Contingency and Scenario Planning 160
Summary 162
Key Terms 162
Career Connections 162
Next Steps 163
References 163
Part 3 Event Branding and Bold Delivery
6 Event Vendors as Strategic Partners 167
Creating and Implementing the Design for Your Event 169
Developing Appropriate Resources 169
Working with Suppliers and Vendors 172
Contracting Your Vendor Partners 174
Protecting Your Legal Interests 175
Honoring Ethical Practices 176
Key Contract Components 177
Other Components 177
Rider 179
Changes to the Agreement 180
Terms and Sequence of Execution 180
Other Agreements 180
Other Types of Agreements 180
Permits 180
Licensing 181
Contracts, Permits, and Licenses: A Synergistic Relationship 184
On-Site Coordination 185
Catering Management 185
Location, Location, Location 187
Equipment 187
Utilities 188
Time Constraints 189
Service Styles 189
Logistic Considerations 190
Coordinating Catering Operations 191
Catering Presentation Ideas 192
Selecting the Best Caterer 196
Catering Coordination 197
Catering Trends 200
Coordinating Technical Production Resources (Audiovisual, Lighting, Sound, and Special Effects) 201
Why = What 203
Purposes of Event Production Technology 203
Audiovisual Effects 203
Conducting and Analyzing the Event Site Inspection 204
The Site Inspection 204
Developing the Diagram 205
Determining the Production Schedule 206
Anticipating and Resolving Operational Conflicts 206
Summary 209
Key Terms 210
Career Connections 210
Next Steps 210
References 211
7 The Brand, the Buzz, and Better Success through Event Marketing 212
The Five Ps of Marketing 214
Product 214
Promotion 214
Price 216
Public Relations 217
Place 217
A Sixth P for Event Marketing: Positioning 219
Experiential Event Marketing and Touchpoints 219
Experiential Event Marketing 219
Attendee Touchpoints 220
Internal versus External Event Marketing 220
External Event Marketing 220
Retail Events 220
Fairs and Festivals 221
Launching New Products 222
Event Promotion Techniques 223
Advertising 223
Public Relations 225
Cross-Promotions 226
Street Promotions 226
Stunts 227
Invitation 229
Event Marketing with Technology 229
Events eMarketing 229
Online Consumer-Generated Media (CGM) 231
Online Brand Building 232
Raising Your Search Engine Profile 232
Online Sales and Security 233
Customer Support 233
Market Research 234
Product or Service Development and Testing 235
Web Design and Management 235
Weblogs and Podcasts 236
Video Streaming and YouTube 236
Mobile/Smartphone Event Marketing 237
RFID Technology and Target Marketing 237
Start Your Engines: Creating Greater Marketing Thrust through Commercial Sponsorship 238
Commercial Event Sponsorship 238
Sponsorship Needs Assessment 240
Developing Sponsors 241
Selling Sponsorships 241
Overcoming Sponsor Objections 242
Negotiating Your Sponsorship 243
Closing the Sponsorship Sale 243
Servicing Sponsorship Sales 244
Evaluating Sponsorships 245
Timing is Everything 245
Evaluating Your Event Marketing Campaign 246
Coding Your Event Marketing Materials 246
Online versus Other Event Marketing Channels 247
Other Marketing Evaluation Tools 247
Summary 251
Key Terms 251
Career Connections 252
Next Steps 252
References 252
8 Ensuring a Safer and More Secure Event Environment 253
Introduction 254
Ensuring the Safety and Security of Event Stakeholders 255
Protecting Your Financial Investment 256
Risk-Averse Procedures 256
Organizing a Risk-Assessment Meeting 257
Before the Meeting 258
Safety Meeting and Other Considerations 260
Inspections 261
Documentation and Due Diligence 262
Obtaining Insurance 262
Risk Control 264
Differences among Morals, Laws, and Ethics 267
Common Ethical Challenges in the Special Events Industry 268
Avoiding or Addressing Ethical Problems 268
Establishing Policies and Procedures for Ethical Issues 270
Inclusiveness is an Ethical Responsibility 270
Identifying and Using Industry Ethical Guidelines 271
Appointing an Ethical Brain Trust to Guide Your Ethical Decision-Making 271
Including Everyone: Arranging and Organizing Activities 272
Developing Special Events within Events 273
Organizing and Conducting Spouse and Partner Programs 274
Complying with the Americans with Disabilities Act and Similar International Laws and Regulations 275
Future Trends in CSR 277
Why is CSR Important in the Special Events Industry? 278
How You May Contribute to the Evolution of CSR with Your Future Events 279
Monitor Changing Social Expectations 280
Use the Internet to Expand Your Event's Global Social Influence 280
Secure the Commitment of Your Clients, Vendors, and Sponsors to Promote Socially Responsible Events 280
Identify and Liaise with CSR Counterparts in Government, Nongovernmental, and Other Stakeholders 280
Ensure That Your CSR Influence is Felt Both Internally and Externally 281
Measure and Evaluate Your Event's Social Responsibility Index 281
Create Socially Responsible Programs for Conventions, Festivals, Meetings, and Other Events 282
Conduct Social Responsibility Orientation and Training Programs for Your Event Staff and Volunteers 282
Special Events and Human Rights 282
Promote Your Socially Responsible Outcomes to Others 283
Summary 285
Key Terms 285
Career Connections 285
Next Steps 286
References 286
Part 4 Trends and Triumphs
9 The Virtual View of Live Events 289
Virtual versus Live: Digital versus Live Events 290
The Historic Development of Virtual Events 291
Why Produce Digital Content? 292
Examples of Digital Meetings and Events 294
Delivery of Digital Event 294
Types of Virtual Digital Events by Delivery Technology 294
Audio Conferencing 294
Video Webcasting 295
Webcast 295
Webinar 295
Live Streaming 295
Distance or Blended Learning? 296
Creating New Event Revenue through Webcasts and Webinars 296
Credentials and Qualifications 298
How to Charge 298
Tracking and Encouraging the Progress of Learners 299
New Approach to Marketing Digital and Virtual Events 300
Old Wine in New Bottles? 301
The Vision for Leadership Excellence 301
Making the Case 302
A New Kind of Learning 303
The Return on Learning Investment 304
Beyond Deloitte 305
The Future of Virtual and Live Events 305
Summary 307
Key Terms 309
Career Connections 309
Next Steps 309
References 310
10 Reinventing a Joyful and Sustainable Career 311
Environmental Sustainability 313
Defining "Greener Events" 314
Sustainability 315
Ecotourism 315
Fair Trade 316
Outgreening and Corporate Social Responsibility 317
Financial Savings 317
Event Pollution 318
Your First Five Steps to Creating More Sustainable Events 318
1. Go Paperless 319
2. Turn Off the Lights 319
3. Turn Down the Heat 319
4. Buy Greener 320
5. Use Silverware 320
Cultural Sustainability 320
Local Cultures 320
Local Economies 321
Promoting Your Greener Event 321
Toward a Greener Tomorrow 322
Education 323
A Body of Knowledge 324
Education and Your Career in Planned Events 325
Professional Experience 327
Career Paths 327
Finding an Internship or Externship 328
Certification 329
Recertification 330
Credentials 330
Power Tools 332
New Hiring Practices 335
Life and Career 335
From Invention to Reinvention 336
How May Planned Events Help Create, Sustain, and Celebrate a New World? 339
Summary 343
Key Terms 343
Career Connections 344
Next Steps 344
References 344
Part 5 Best Practices an Real World Event Experiences
11 Global, National, and Local Best Practices in Event Leadership 347
Best Global Event 348
The SXSW Global Phenomenon of Weird Practices that Work Wonders around the Corner and throughout the World 348
Best National Event 351
Norwegian Constitution Day Events, Oslo, Norway, and More 351
History of the Norway Constitution Day 351
The Highlight: Children's Parades and More 351
Brief Timeline of a Full Day of National Day Events (in Oslo) 352
Celebration across the Country 353
Celebration of Norway Constitution Day Abroad 353
Be Aware: Closures of Businesses 353
Best Local Event 354
Celebrate Fairfax! Festival, Fairfax, VA, USA 354
About the Hosting Place and Surrounding Areas 354
Overview of the Festival 354
History of the Celebrate Fairfax! Festival and Its Organizing Bodies 354
Highlights of the Festival 355
Best Practice with Think-out-of-the-box Ideas 355
Recognition and Awards 355
Year-long Celebrations 355
12 Twenty Real-World Event Management Experiences and Mini Case Studies 357
Advertising and Marketing 358
Attractions 358
Corporate Social Responsibility (CSR) 359
Education 359
Entertainment 359
Environmental Sustainability 360
Expositions and Exhibitions 360
Festivals 360
Finance 361
Gaming 361
Government 361
Hotels 362
Incentive 362
Information Technology 362
Meetings 363
Responding to Requests for Proposals (RFPs) for Independent Event Managers 363
Safety, Security, and Terrorism 363
Satisfying the Various Players in a Corporation 364
Social Event (Wedding) 364
Virtual Event 364
Appendices 1 to 19 and accompanying Image Gallery are available online
Glossary G-1
Index I-1
Preface xxi
Acknowledgments xxvii
Part 1 Producing Seamless, Secure, and Sustainable (S3) Events
1 Welcome to Greener Event Leadership and Economic Success 3
New Challenges and New Opportunities 5
Once Upon a Time and Not Too Long Ago 6
Anthropological and Sociological Origins 7
Growth Opportunities 8
Public Relations 8
Marketing and Retail Sales 9
Global Business 9
Leisure and Recreation 10
Greener Meetings and Events 11
The Event Planning Profession 12
Celebration 12
Education 12
Marketing 13
Reunion 13
Event Planning Subfields 14
Civic Events 15
Expositions/Exhibitions 16
Fairs and Festivals 16
Hallmark Events 16
Hospitality 17
Meetings and Conferences 18
Retail Events 18
Social Life-Cycle Events 19
Sports Events 20
Tourism 20
Stakeholders 22
A Professional Model for Event Leaders 22
Change, Creativity, and Innovation: The Three Constants in Event Leadership 23
Demographic Change 23
Psychographic Change 23
Career Opportunities 24
Gender Opportunities 26
Educational Opportunities 26
Certification 27
Developing Your Career 28
Mastering Yourself 28
Mastering Time Management 29
Mastering Finance 30
Mastering Modern Technology 31
Mastering Human Resource Skills 32
There is No Substitute for Performance 33
Challenges and Opportunities 33
Business Development 33
Resource Development 34
Lifelong Learning: A User's Guide 35
Getting Focused 36
How to Use This Book 36
Self-Education: The Reading Log 36
Benchmark Checklists 36
EcoLogic 37
TECH/APPVIEWS and SECUREVIEWS 37
Critical Connections for Career Advancement 37
Insights from Global Event Leaders 37
Appendices 38
Role and Scope 38
Summary 40
Key Terms 40
Career Connections 40
Next Steps 41
References 41
2 Changing Paradigms for Greener Leadership and Social Change 42
Research 44
Market Research Techniques 45
Quantitative Pre-Event Research 45
Qualitative Pre-Event Research 45
Mixed Research Methods 47
Validity and Reliability: Producing Credible Pre-Event Research 48
Interpreting and Communicating Research Findings 48
SWOT Analysis: Finding the Strengths, Weaknesses, Opportunities, and Threats of Your Event 49
Design: The Blueprint for Success 51
Brainstorming and Mind Mapping 52
The Creative Process in Event Planning 53
Making the Perfect Host/Guest Match 55
The Approval Process 56
Project Management Systems for Event Leaders 56
Planning Consistently Professional Events 57
Timing 57
Space 58
Tempo 59
Gap Analysis 61
Coordination: Executing the Event Plan 61
Evaluation: The Link to the Next Event 62
Communication: The Tie That Binds All Stakeholders Together 64
Event Management Body of Knowledge, IEMS, and EMICS 65
Synergy: Linking Administration, Coordination, Marketing, and Risk Management 67
Corporate Social Responsibility (CSR) 68
Summary 69
Key Terms 70
Career Connections 70
Next Steps 70
References 70
Part 2 The New Sustainable Event Algorithms
3 Composing the Sustainable Event Plan 73
Designing the Event Environment with Sustainability in Mind 75
Five-Card Draw: Playing the Five Senses 76
Soundscaping 78
Visual Cues 78
Touch 78
Smell 79
Taste 79
Blending, Mixing, and Matching the Senses for Full Effect 80
Bells and Whistles: Amenities That Make the Difference 80
Identifying the Needs of Your Guests 81
Provision for Guests with Different Abilities 82
Implications of Size, Weight, and Volume 82
Securing the Environment 83
Transportation and Parking Factors 83
Effectively Manage the Event Environment 85
Entrances, Pre-Function, and Reception Areas 86
Function Areas 89
Innovative sites 90
Amenities and Furnishings 91
Inside the New World of Event Design 93
Themed Events 99
The Ultimate Planned Event 100
Big Theme Success with Small Budgets 101
Trends in Theme Events 102
Environmental Ecological Sensitivity 103
Recycle Your Success 103
Inspiration and Perspiration 104
Event Strategic Planning 104
Planning to Plan 106
Confirming Validity, Reliability, and Security 106
Timeline 107
Summary 110
Key Terms 110
Career Connections 110
Next Steps 111
References 111
4 Event Leadership and Human Resources Management 112
Event Planner as a Leader: Leadership Styles 113
Leadership Characteristics 113
Integrity 114
Confidence and Persistence 114
Collaborative Decision-Making 115
Communication Skills 117
Open and Continuous Communication 118
Vision 118
Social and Environmental Responsibility 119
Fiscal Responsibility 120
Delegation and Empowerment 120
Human Resource Management 120
Fairness 120
Equality 122
Accessibility: ADA and Global Policies 123
The Relaxed Performance 124
Volunteer Coordination 125
Contract Temporary Employees 126
Organizational Charts 127
Developing Policies, Procedures, and Practices 129
Summary 132
Key Terms 132
Career Connections 133
Next Steps 133
References 133
5 Financial Sustainability 134
Budgeting 136
Financial History 137
General Economy in the United States and the World 137
Reasonable Projected Income 138
Sustainable Funding 138
Typical Income Categories 139
Expenses 139
Structuring Account Codes 141
Finding and Supervising an Accountant 142
Accounting Software 142
Producing Profit 143
Fixed Overhead Expenses 143
Variable Expenses 144
Net Profit versus Gross Profit 144
Break-Even Point 144
Controlling and Reducing Costs 145
Ensuring Positive Event Cash Flow 146
Accounts Payable: Finding the Best Terms 147
Typical Accounts Payable Customs 147
Negotiating Accounts Payable 148
Controlling Purchases 148
Barter/In-Kind Payment 149
Common Event Financial Challenges and Solutions 149
Foreign Exchange Rates 152
Market Conditions 152
Government Policy 153
Typical Events Budgets 154
How to Manage Your Finances during Turbulent Economic Times 160
Contingency and Scenario Planning 160
Summary 162
Key Terms 162
Career Connections 162
Next Steps 163
References 163
Part 3 Event Branding and Bold Delivery
6 Event Vendors as Strategic Partners 167
Creating and Implementing the Design for Your Event 169
Developing Appropriate Resources 169
Working with Suppliers and Vendors 172
Contracting Your Vendor Partners 174
Protecting Your Legal Interests 175
Honoring Ethical Practices 176
Key Contract Components 177
Other Components 177
Rider 179
Changes to the Agreement 180
Terms and Sequence of Execution 180
Other Agreements 180
Other Types of Agreements 180
Permits 180
Licensing 181
Contracts, Permits, and Licenses: A Synergistic Relationship 184
On-Site Coordination 185
Catering Management 185
Location, Location, Location 187
Equipment 187
Utilities 188
Time Constraints 189
Service Styles 189
Logistic Considerations 190
Coordinating Catering Operations 191
Catering Presentation Ideas 192
Selecting the Best Caterer 196
Catering Coordination 197
Catering Trends 200
Coordinating Technical Production Resources (Audiovisual, Lighting, Sound, and Special Effects) 201
Why = What 203
Purposes of Event Production Technology 203
Audiovisual Effects 203
Conducting and Analyzing the Event Site Inspection 204
The Site Inspection 204
Developing the Diagram 205
Determining the Production Schedule 206
Anticipating and Resolving Operational Conflicts 206
Summary 209
Key Terms 210
Career Connections 210
Next Steps 210
References 211
7 The Brand, the Buzz, and Better Success through Event Marketing 212
The Five Ps of Marketing 214
Product 214
Promotion 214
Price 216
Public Relations 217
Place 217
A Sixth P for Event Marketing: Positioning 219
Experiential Event Marketing and Touchpoints 219
Experiential Event Marketing 219
Attendee Touchpoints 220
Internal versus External Event Marketing 220
External Event Marketing 220
Retail Events 220
Fairs and Festivals 221
Launching New Products 222
Event Promotion Techniques 223
Advertising 223
Public Relations 225
Cross-Promotions 226
Street Promotions 226
Stunts 227
Invitation 229
Event Marketing with Technology 229
Events eMarketing 229
Online Consumer-Generated Media (CGM) 231
Online Brand Building 232
Raising Your Search Engine Profile 232
Online Sales and Security 233
Customer Support 233
Market Research 234
Product or Service Development and Testing 235
Web Design and Management 235
Weblogs and Podcasts 236
Video Streaming and YouTube 236
Mobile/Smartphone Event Marketing 237
RFID Technology and Target Marketing 237
Start Your Engines: Creating Greater Marketing Thrust through Commercial Sponsorship 238
Commercial Event Sponsorship 238
Sponsorship Needs Assessment 240
Developing Sponsors 241
Selling Sponsorships 241
Overcoming Sponsor Objections 242
Negotiating Your Sponsorship 243
Closing the Sponsorship Sale 243
Servicing Sponsorship Sales 244
Evaluating Sponsorships 245
Timing is Everything 245
Evaluating Your Event Marketing Campaign 246
Coding Your Event Marketing Materials 246
Online versus Other Event Marketing Channels 247
Other Marketing Evaluation Tools 247
Summary 251
Key Terms 251
Career Connections 252
Next Steps 252
References 252
8 Ensuring a Safer and More Secure Event Environment 253
Introduction 254
Ensuring the Safety and Security of Event Stakeholders 255
Protecting Your Financial Investment 256
Risk-Averse Procedures 256
Organizing a Risk-Assessment Meeting 257
Before the Meeting 258
Safety Meeting and Other Considerations 260
Inspections 261
Documentation and Due Diligence 262
Obtaining Insurance 262
Risk Control 264
Differences among Morals, Laws, and Ethics 267
Common Ethical Challenges in the Special Events Industry 268
Avoiding or Addressing Ethical Problems 268
Establishing Policies and Procedures for Ethical Issues 270
Inclusiveness is an Ethical Responsibility 270
Identifying and Using Industry Ethical Guidelines 271
Appointing an Ethical Brain Trust to Guide Your Ethical Decision-Making 271
Including Everyone: Arranging and Organizing Activities 272
Developing Special Events within Events 273
Organizing and Conducting Spouse and Partner Programs 274
Complying with the Americans with Disabilities Act and Similar International Laws and Regulations 275
Future Trends in CSR 277
Why is CSR Important in the Special Events Industry? 278
How You May Contribute to the Evolution of CSR with Your Future Events 279
Monitor Changing Social Expectations 280
Use the Internet to Expand Your Event's Global Social Influence 280
Secure the Commitment of Your Clients, Vendors, and Sponsors to Promote Socially Responsible Events 280
Identify and Liaise with CSR Counterparts in Government, Nongovernmental, and Other Stakeholders 280
Ensure That Your CSR Influence is Felt Both Internally and Externally 281
Measure and Evaluate Your Event's Social Responsibility Index 281
Create Socially Responsible Programs for Conventions, Festivals, Meetings, and Other Events 282
Conduct Social Responsibility Orientation and Training Programs for Your Event Staff and Volunteers 282
Special Events and Human Rights 282
Promote Your Socially Responsible Outcomes to Others 283
Summary 285
Key Terms 285
Career Connections 285
Next Steps 286
References 286
Part 4 Trends and Triumphs
9 The Virtual View of Live Events 289
Virtual versus Live: Digital versus Live Events 290
The Historic Development of Virtual Events 291
Why Produce Digital Content? 292
Examples of Digital Meetings and Events 294
Delivery of Digital Event 294
Types of Virtual Digital Events by Delivery Technology 294
Audio Conferencing 294
Video Webcasting 295
Webcast 295
Webinar 295
Live Streaming 295
Distance or Blended Learning? 296
Creating New Event Revenue through Webcasts and Webinars 296
Credentials and Qualifications 298
How to Charge 298
Tracking and Encouraging the Progress of Learners 299
New Approach to Marketing Digital and Virtual Events 300
Old Wine in New Bottles? 301
The Vision for Leadership Excellence 301
Making the Case 302
A New Kind of Learning 303
The Return on Learning Investment 304
Beyond Deloitte 305
The Future of Virtual and Live Events 305
Summary 307
Key Terms 309
Career Connections 309
Next Steps 309
References 310
10 Reinventing a Joyful and Sustainable Career 311
Environmental Sustainability 313
Defining "Greener Events" 314
Sustainability 315
Ecotourism 315
Fair Trade 316
Outgreening and Corporate Social Responsibility 317
Financial Savings 317
Event Pollution 318
Your First Five Steps to Creating More Sustainable Events 318
1. Go Paperless 319
2. Turn Off the Lights 319
3. Turn Down the Heat 319
4. Buy Greener 320
5. Use Silverware 320
Cultural Sustainability 320
Local Cultures 320
Local Economies 321
Promoting Your Greener Event 321
Toward a Greener Tomorrow 322
Education 323
A Body of Knowledge 324
Education and Your Career in Planned Events 325
Professional Experience 327
Career Paths 327
Finding an Internship or Externship 328
Certification 329
Recertification 330
Credentials 330
Power Tools 332
New Hiring Practices 335
Life and Career 335
From Invention to Reinvention 336
How May Planned Events Help Create, Sustain, and Celebrate a New World? 339
Summary 343
Key Terms 343
Career Connections 344
Next Steps 344
References 344
Part 5 Best Practices an Real World Event Experiences
11 Global, National, and Local Best Practices in Event Leadership 347
Best Global Event 348
The SXSW Global Phenomenon of Weird Practices that Work Wonders around the Corner and throughout the World 348
Best National Event 351
Norwegian Constitution Day Events, Oslo, Norway, and More 351
History of the Norway Constitution Day 351
The Highlight: Children's Parades and More 351
Brief Timeline of a Full Day of National Day Events (in Oslo) 352
Celebration across the Country 353
Celebration of Norway Constitution Day Abroad 353
Be Aware: Closures of Businesses 353
Best Local Event 354
Celebrate Fairfax! Festival, Fairfax, VA, USA 354
About the Hosting Place and Surrounding Areas 354
Overview of the Festival 354
History of the Celebrate Fairfax! Festival and Its Organizing Bodies 354
Highlights of the Festival 355
Best Practice with Think-out-of-the-box Ideas 355
Recognition and Awards 355
Year-long Celebrations 355
12 Twenty Real-World Event Management Experiences and Mini Case Studies 357
Advertising and Marketing 358
Attractions 358
Corporate Social Responsibility (CSR) 359
Education 359
Entertainment 359
Environmental Sustainability 360
Expositions and Exhibitions 360
Festivals 360
Finance 361
Gaming 361
Government 361
Hotels 362
Incentive 362
Information Technology 362
Meetings 363
Responding to Requests for Proposals (RFPs) for Independent Event Managers 363
Safety, Security, and Terrorism 363
Satisfying the Various Players in a Corporation 364
Social Event (Wedding) 364
Virtual Event 364
Appendices 1 to 19 and accompanying Image Gallery are available online
Glossary G-1
Index I-1
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event planning; event planning guide; event planning textbook; event management; event management textbook; event management guide; events industry; event management theory; event management practice; CSEP exam; events case studies; events careers
Foreword xix
Preface xxi
Acknowledgments xxvii
Part 1 Producing Seamless, Secure, and Sustainable (S3) Events
1 Welcome to Greener Event Leadership and Economic Success 3
New Challenges and New Opportunities 5
Once Upon a Time and Not Too Long Ago 6
Anthropological and Sociological Origins 7
Growth Opportunities 8
Public Relations 8
Marketing and Retail Sales 9
Global Business 9
Leisure and Recreation 10
Greener Meetings and Events 11
The Event Planning Profession 12
Celebration 12
Education 12
Marketing 13
Reunion 13
Event Planning Subfields 14
Civic Events 15
Expositions/Exhibitions 16
Fairs and Festivals 16
Hallmark Events 16
Hospitality 17
Meetings and Conferences 18
Retail Events 18
Social Life-Cycle Events 19
Sports Events 20
Tourism 20
Stakeholders 22
A Professional Model for Event Leaders 22
Change, Creativity, and Innovation: The Three Constants in Event Leadership 23
Demographic Change 23
Psychographic Change 23
Career Opportunities 24
Gender Opportunities 26
Educational Opportunities 26
Certification 27
Developing Your Career 28
Mastering Yourself 28
Mastering Time Management 29
Mastering Finance 30
Mastering Modern Technology 31
Mastering Human Resource Skills 32
There is No Substitute for Performance 33
Challenges and Opportunities 33
Business Development 33
Resource Development 34
Lifelong Learning: A User's Guide 35
Getting Focused 36
How to Use This Book 36
Self-Education: The Reading Log 36
Benchmark Checklists 36
EcoLogic 37
TECH/APPVIEWS and SECUREVIEWS 37
Critical Connections for Career Advancement 37
Insights from Global Event Leaders 37
Appendices 38
Role and Scope 38
Summary 40
Key Terms 40
Career Connections 40
Next Steps 41
References 41
2 Changing Paradigms for Greener Leadership and Social Change 42
Research 44
Market Research Techniques 45
Quantitative Pre-Event Research 45
Qualitative Pre-Event Research 45
Mixed Research Methods 47
Validity and Reliability: Producing Credible Pre-Event Research 48
Interpreting and Communicating Research Findings 48
SWOT Analysis: Finding the Strengths, Weaknesses, Opportunities, and Threats of Your Event 49
Design: The Blueprint for Success 51
Brainstorming and Mind Mapping 52
The Creative Process in Event Planning 53
Making the Perfect Host/Guest Match 55
The Approval Process 56
Project Management Systems for Event Leaders 56
Planning Consistently Professional Events 57
Timing 57
Space 58
Tempo 59
Gap Analysis 61
Coordination: Executing the Event Plan 61
Evaluation: The Link to the Next Event 62
Communication: The Tie That Binds All Stakeholders Together 64
Event Management Body of Knowledge, IEMS, and EMICS 65
Synergy: Linking Administration, Coordination, Marketing, and Risk Management 67
Corporate Social Responsibility (CSR) 68
Summary 69
Key Terms 70
Career Connections 70
Next Steps 70
References 70
Part 2 The New Sustainable Event Algorithms
3 Composing the Sustainable Event Plan 73
Designing the Event Environment with Sustainability in Mind 75
Five-Card Draw: Playing the Five Senses 76
Soundscaping 78
Visual Cues 78
Touch 78
Smell 79
Taste 79
Blending, Mixing, and Matching the Senses for Full Effect 80
Bells and Whistles: Amenities That Make the Difference 80
Identifying the Needs of Your Guests 81
Provision for Guests with Different Abilities 82
Implications of Size, Weight, and Volume 82
Securing the Environment 83
Transportation and Parking Factors 83
Effectively Manage the Event Environment 85
Entrances, Pre-Function, and Reception Areas 86
Function Areas 89
Innovative sites 90
Amenities and Furnishings 91
Inside the New World of Event Design 93
Themed Events 99
The Ultimate Planned Event 100
Big Theme Success with Small Budgets 101
Trends in Theme Events 102
Environmental Ecological Sensitivity 103
Recycle Your Success 103
Inspiration and Perspiration 104
Event Strategic Planning 104
Planning to Plan 106
Confirming Validity, Reliability, and Security 106
Timeline 107
Summary 110
Key Terms 110
Career Connections 110
Next Steps 111
References 111
4 Event Leadership and Human Resources Management 112
Event Planner as a Leader: Leadership Styles 113
Leadership Characteristics 113
Integrity 114
Confidence and Persistence 114
Collaborative Decision-Making 115
Communication Skills 117
Open and Continuous Communication 118
Vision 118
Social and Environmental Responsibility 119
Fiscal Responsibility 120
Delegation and Empowerment 120
Human Resource Management 120
Fairness 120
Equality 122
Accessibility: ADA and Global Policies 123
The Relaxed Performance 124
Volunteer Coordination 125
Contract Temporary Employees 126
Organizational Charts 127
Developing Policies, Procedures, and Practices 129
Summary 132
Key Terms 132
Career Connections 133
Next Steps 133
References 133
5 Financial Sustainability 134
Budgeting 136
Financial History 137
General Economy in the United States and the World 137
Reasonable Projected Income 138
Sustainable Funding 138
Typical Income Categories 139
Expenses 139
Structuring Account Codes 141
Finding and Supervising an Accountant 142
Accounting Software 142
Producing Profit 143
Fixed Overhead Expenses 143
Variable Expenses 144
Net Profit versus Gross Profit 144
Break-Even Point 144
Controlling and Reducing Costs 145
Ensuring Positive Event Cash Flow 146
Accounts Payable: Finding the Best Terms 147
Typical Accounts Payable Customs 147
Negotiating Accounts Payable 148
Controlling Purchases 148
Barter/In-Kind Payment 149
Common Event Financial Challenges and Solutions 149
Foreign Exchange Rates 152
Market Conditions 152
Government Policy 153
Typical Events Budgets 154
How to Manage Your Finances during Turbulent Economic Times 160
Contingency and Scenario Planning 160
Summary 162
Key Terms 162
Career Connections 162
Next Steps 163
References 163
Part 3 Event Branding and Bold Delivery
6 Event Vendors as Strategic Partners 167
Creating and Implementing the Design for Your Event 169
Developing Appropriate Resources 169
Working with Suppliers and Vendors 172
Contracting Your Vendor Partners 174
Protecting Your Legal Interests 175
Honoring Ethical Practices 176
Key Contract Components 177
Other Components 177
Rider 179
Changes to the Agreement 180
Terms and Sequence of Execution 180
Other Agreements 180
Other Types of Agreements 180
Permits 180
Licensing 181
Contracts, Permits, and Licenses: A Synergistic Relationship 184
On-Site Coordination 185
Catering Management 185
Location, Location, Location 187
Equipment 187
Utilities 188
Time Constraints 189
Service Styles 189
Logistic Considerations 190
Coordinating Catering Operations 191
Catering Presentation Ideas 192
Selecting the Best Caterer 196
Catering Coordination 197
Catering Trends 200
Coordinating Technical Production Resources (Audiovisual, Lighting, Sound, and Special Effects) 201
Why = What 203
Purposes of Event Production Technology 203
Audiovisual Effects 203
Conducting and Analyzing the Event Site Inspection 204
The Site Inspection 204
Developing the Diagram 205
Determining the Production Schedule 206
Anticipating and Resolving Operational Conflicts 206
Summary 209
Key Terms 210
Career Connections 210
Next Steps 210
References 211
7 The Brand, the Buzz, and Better Success through Event Marketing 212
The Five Ps of Marketing 214
Product 214
Promotion 214
Price 216
Public Relations 217
Place 217
A Sixth P for Event Marketing: Positioning 219
Experiential Event Marketing and Touchpoints 219
Experiential Event Marketing 219
Attendee Touchpoints 220
Internal versus External Event Marketing 220
External Event Marketing 220
Retail Events 220
Fairs and Festivals 221
Launching New Products 222
Event Promotion Techniques 223
Advertising 223
Public Relations 225
Cross-Promotions 226
Street Promotions 226
Stunts 227
Invitation 229
Event Marketing with Technology 229
Events eMarketing 229
Online Consumer-Generated Media (CGM) 231
Online Brand Building 232
Raising Your Search Engine Profile 232
Online Sales and Security 233
Customer Support 233
Market Research 234
Product or Service Development and Testing 235
Web Design and Management 235
Weblogs and Podcasts 236
Video Streaming and YouTube 236
Mobile/Smartphone Event Marketing 237
RFID Technology and Target Marketing 237
Start Your Engines: Creating Greater Marketing Thrust through Commercial Sponsorship 238
Commercial Event Sponsorship 238
Sponsorship Needs Assessment 240
Developing Sponsors 241
Selling Sponsorships 241
Overcoming Sponsor Objections 242
Negotiating Your Sponsorship 243
Closing the Sponsorship Sale 243
Servicing Sponsorship Sales 244
Evaluating Sponsorships 245
Timing is Everything 245
Evaluating Your Event Marketing Campaign 246
Coding Your Event Marketing Materials 246
Online versus Other Event Marketing Channels 247
Other Marketing Evaluation Tools 247
Summary 251
Key Terms 251
Career Connections 252
Next Steps 252
References 252
8 Ensuring a Safer and More Secure Event Environment 253
Introduction 254
Ensuring the Safety and Security of Event Stakeholders 255
Protecting Your Financial Investment 256
Risk-Averse Procedures 256
Organizing a Risk-Assessment Meeting 257
Before the Meeting 258
Safety Meeting and Other Considerations 260
Inspections 261
Documentation and Due Diligence 262
Obtaining Insurance 262
Risk Control 264
Differences among Morals, Laws, and Ethics 267
Common Ethical Challenges in the Special Events Industry 268
Avoiding or Addressing Ethical Problems 268
Establishing Policies and Procedures for Ethical Issues 270
Inclusiveness is an Ethical Responsibility 270
Identifying and Using Industry Ethical Guidelines 271
Appointing an Ethical Brain Trust to Guide Your Ethical Decision-Making 271
Including Everyone: Arranging and Organizing Activities 272
Developing Special Events within Events 273
Organizing and Conducting Spouse and Partner Programs 274
Complying with the Americans with Disabilities Act and Similar International Laws and Regulations 275
Future Trends in CSR 277
Why is CSR Important in the Special Events Industry? 278
How You May Contribute to the Evolution of CSR with Your Future Events 279
Monitor Changing Social Expectations 280
Use the Internet to Expand Your Event's Global Social Influence 280
Secure the Commitment of Your Clients, Vendors, and Sponsors to Promote Socially Responsible Events 280
Identify and Liaise with CSR Counterparts in Government, Nongovernmental, and Other Stakeholders 280
Ensure That Your CSR Influence is Felt Both Internally and Externally 281
Measure and Evaluate Your Event's Social Responsibility Index 281
Create Socially Responsible Programs for Conventions, Festivals, Meetings, and Other Events 282
Conduct Social Responsibility Orientation and Training Programs for Your Event Staff and Volunteers 282
Special Events and Human Rights 282
Promote Your Socially Responsible Outcomes to Others 283
Summary 285
Key Terms 285
Career Connections 285
Next Steps 286
References 286
Part 4 Trends and Triumphs
9 The Virtual View of Live Events 289
Virtual versus Live: Digital versus Live Events 290
The Historic Development of Virtual Events 291
Why Produce Digital Content? 292
Examples of Digital Meetings and Events 294
Delivery of Digital Event 294
Types of Virtual Digital Events by Delivery Technology 294
Audio Conferencing 294
Video Webcasting 295
Webcast 295
Webinar 295
Live Streaming 295
Distance or Blended Learning? 296
Creating New Event Revenue through Webcasts and Webinars 296
Credentials and Qualifications 298
How to Charge 298
Tracking and Encouraging the Progress of Learners 299
New Approach to Marketing Digital and Virtual Events 300
Old Wine in New Bottles? 301
The Vision for Leadership Excellence 301
Making the Case 302
A New Kind of Learning 303
The Return on Learning Investment 304
Beyond Deloitte 305
The Future of Virtual and Live Events 305
Summary 307
Key Terms 309
Career Connections 309
Next Steps 309
References 310
10 Reinventing a Joyful and Sustainable Career 311
Environmental Sustainability 313
Defining "Greener Events" 314
Sustainability 315
Ecotourism 315
Fair Trade 316
Outgreening and Corporate Social Responsibility 317
Financial Savings 317
Event Pollution 318
Your First Five Steps to Creating More Sustainable Events 318
1. Go Paperless 319
2. Turn Off the Lights 319
3. Turn Down the Heat 319
4. Buy Greener 320
5. Use Silverware 320
Cultural Sustainability 320
Local Cultures 320
Local Economies 321
Promoting Your Greener Event 321
Toward a Greener Tomorrow 322
Education 323
A Body of Knowledge 324
Education and Your Career in Planned Events 325
Professional Experience 327
Career Paths 327
Finding an Internship or Externship 328
Certification 329
Recertification 330
Credentials 330
Power Tools 332
New Hiring Practices 335
Life and Career 335
From Invention to Reinvention 336
How May Planned Events Help Create, Sustain, and Celebrate a New World? 339
Summary 343
Key Terms 343
Career Connections 344
Next Steps 344
References 344
Part 5 Best Practices an Real World Event Experiences
11 Global, National, and Local Best Practices in Event Leadership 347
Best Global Event 348
The SXSW Global Phenomenon of Weird Practices that Work Wonders around the Corner and throughout the World 348
Best National Event 351
Norwegian Constitution Day Events, Oslo, Norway, and More 351
History of the Norway Constitution Day 351
The Highlight: Children's Parades and More 351
Brief Timeline of a Full Day of National Day Events (in Oslo) 352
Celebration across the Country 353
Celebration of Norway Constitution Day Abroad 353
Be Aware: Closures of Businesses 353
Best Local Event 354
Celebrate Fairfax! Festival, Fairfax, VA, USA 354
About the Hosting Place and Surrounding Areas 354
Overview of the Festival 354
History of the Celebrate Fairfax! Festival and Its Organizing Bodies 354
Highlights of the Festival 355
Best Practice with Think-out-of-the-box Ideas 355
Recognition and Awards 355
Year-long Celebrations 355
12 Twenty Real-World Event Management Experiences and Mini Case Studies 357
Advertising and Marketing 358
Attractions 358
Corporate Social Responsibility (CSR) 359
Education 359
Entertainment 359
Environmental Sustainability 360
Expositions and Exhibitions 360
Festivals 360
Finance 361
Gaming 361
Government 361
Hotels 362
Incentive 362
Information Technology 362
Meetings 363
Responding to Requests for Proposals (RFPs) for Independent Event Managers 363
Safety, Security, and Terrorism 363
Satisfying the Various Players in a Corporation 364
Social Event (Wedding) 364
Virtual Event 364
Appendices 1 to 19 and accompanying Image Gallery are available online
Glossary G-1
Index I-1
Preface xxi
Acknowledgments xxvii
Part 1 Producing Seamless, Secure, and Sustainable (S3) Events
1 Welcome to Greener Event Leadership and Economic Success 3
New Challenges and New Opportunities 5
Once Upon a Time and Not Too Long Ago 6
Anthropological and Sociological Origins 7
Growth Opportunities 8
Public Relations 8
Marketing and Retail Sales 9
Global Business 9
Leisure and Recreation 10
Greener Meetings and Events 11
The Event Planning Profession 12
Celebration 12
Education 12
Marketing 13
Reunion 13
Event Planning Subfields 14
Civic Events 15
Expositions/Exhibitions 16
Fairs and Festivals 16
Hallmark Events 16
Hospitality 17
Meetings and Conferences 18
Retail Events 18
Social Life-Cycle Events 19
Sports Events 20
Tourism 20
Stakeholders 22
A Professional Model for Event Leaders 22
Change, Creativity, and Innovation: The Three Constants in Event Leadership 23
Demographic Change 23
Psychographic Change 23
Career Opportunities 24
Gender Opportunities 26
Educational Opportunities 26
Certification 27
Developing Your Career 28
Mastering Yourself 28
Mastering Time Management 29
Mastering Finance 30
Mastering Modern Technology 31
Mastering Human Resource Skills 32
There is No Substitute for Performance 33
Challenges and Opportunities 33
Business Development 33
Resource Development 34
Lifelong Learning: A User's Guide 35
Getting Focused 36
How to Use This Book 36
Self-Education: The Reading Log 36
Benchmark Checklists 36
EcoLogic 37
TECH/APPVIEWS and SECUREVIEWS 37
Critical Connections for Career Advancement 37
Insights from Global Event Leaders 37
Appendices 38
Role and Scope 38
Summary 40
Key Terms 40
Career Connections 40
Next Steps 41
References 41
2 Changing Paradigms for Greener Leadership and Social Change 42
Research 44
Market Research Techniques 45
Quantitative Pre-Event Research 45
Qualitative Pre-Event Research 45
Mixed Research Methods 47
Validity and Reliability: Producing Credible Pre-Event Research 48
Interpreting and Communicating Research Findings 48
SWOT Analysis: Finding the Strengths, Weaknesses, Opportunities, and Threats of Your Event 49
Design: The Blueprint for Success 51
Brainstorming and Mind Mapping 52
The Creative Process in Event Planning 53
Making the Perfect Host/Guest Match 55
The Approval Process 56
Project Management Systems for Event Leaders 56
Planning Consistently Professional Events 57
Timing 57
Space 58
Tempo 59
Gap Analysis 61
Coordination: Executing the Event Plan 61
Evaluation: The Link to the Next Event 62
Communication: The Tie That Binds All Stakeholders Together 64
Event Management Body of Knowledge, IEMS, and EMICS 65
Synergy: Linking Administration, Coordination, Marketing, and Risk Management 67
Corporate Social Responsibility (CSR) 68
Summary 69
Key Terms 70
Career Connections 70
Next Steps 70
References 70
Part 2 The New Sustainable Event Algorithms
3 Composing the Sustainable Event Plan 73
Designing the Event Environment with Sustainability in Mind 75
Five-Card Draw: Playing the Five Senses 76
Soundscaping 78
Visual Cues 78
Touch 78
Smell 79
Taste 79
Blending, Mixing, and Matching the Senses for Full Effect 80
Bells and Whistles: Amenities That Make the Difference 80
Identifying the Needs of Your Guests 81
Provision for Guests with Different Abilities 82
Implications of Size, Weight, and Volume 82
Securing the Environment 83
Transportation and Parking Factors 83
Effectively Manage the Event Environment 85
Entrances, Pre-Function, and Reception Areas 86
Function Areas 89
Innovative sites 90
Amenities and Furnishings 91
Inside the New World of Event Design 93
Themed Events 99
The Ultimate Planned Event 100
Big Theme Success with Small Budgets 101
Trends in Theme Events 102
Environmental Ecological Sensitivity 103
Recycle Your Success 103
Inspiration and Perspiration 104
Event Strategic Planning 104
Planning to Plan 106
Confirming Validity, Reliability, and Security 106
Timeline 107
Summary 110
Key Terms 110
Career Connections 110
Next Steps 111
References 111
4 Event Leadership and Human Resources Management 112
Event Planner as a Leader: Leadership Styles 113
Leadership Characteristics 113
Integrity 114
Confidence and Persistence 114
Collaborative Decision-Making 115
Communication Skills 117
Open and Continuous Communication 118
Vision 118
Social and Environmental Responsibility 119
Fiscal Responsibility 120
Delegation and Empowerment 120
Human Resource Management 120
Fairness 120
Equality 122
Accessibility: ADA and Global Policies 123
The Relaxed Performance 124
Volunteer Coordination 125
Contract Temporary Employees 126
Organizational Charts 127
Developing Policies, Procedures, and Practices 129
Summary 132
Key Terms 132
Career Connections 133
Next Steps 133
References 133
5 Financial Sustainability 134
Budgeting 136
Financial History 137
General Economy in the United States and the World 137
Reasonable Projected Income 138
Sustainable Funding 138
Typical Income Categories 139
Expenses 139
Structuring Account Codes 141
Finding and Supervising an Accountant 142
Accounting Software 142
Producing Profit 143
Fixed Overhead Expenses 143
Variable Expenses 144
Net Profit versus Gross Profit 144
Break-Even Point 144
Controlling and Reducing Costs 145
Ensuring Positive Event Cash Flow 146
Accounts Payable: Finding the Best Terms 147
Typical Accounts Payable Customs 147
Negotiating Accounts Payable 148
Controlling Purchases 148
Barter/In-Kind Payment 149
Common Event Financial Challenges and Solutions 149
Foreign Exchange Rates 152
Market Conditions 152
Government Policy 153
Typical Events Budgets 154
How to Manage Your Finances during Turbulent Economic Times 160
Contingency and Scenario Planning 160
Summary 162
Key Terms 162
Career Connections 162
Next Steps 163
References 163
Part 3 Event Branding and Bold Delivery
6 Event Vendors as Strategic Partners 167
Creating and Implementing the Design for Your Event 169
Developing Appropriate Resources 169
Working with Suppliers and Vendors 172
Contracting Your Vendor Partners 174
Protecting Your Legal Interests 175
Honoring Ethical Practices 176
Key Contract Components 177
Other Components 177
Rider 179
Changes to the Agreement 180
Terms and Sequence of Execution 180
Other Agreements 180
Other Types of Agreements 180
Permits 180
Licensing 181
Contracts, Permits, and Licenses: A Synergistic Relationship 184
On-Site Coordination 185
Catering Management 185
Location, Location, Location 187
Equipment 187
Utilities 188
Time Constraints 189
Service Styles 189
Logistic Considerations 190
Coordinating Catering Operations 191
Catering Presentation Ideas 192
Selecting the Best Caterer 196
Catering Coordination 197
Catering Trends 200
Coordinating Technical Production Resources (Audiovisual, Lighting, Sound, and Special Effects) 201
Why = What 203
Purposes of Event Production Technology 203
Audiovisual Effects 203
Conducting and Analyzing the Event Site Inspection 204
The Site Inspection 204
Developing the Diagram 205
Determining the Production Schedule 206
Anticipating and Resolving Operational Conflicts 206
Summary 209
Key Terms 210
Career Connections 210
Next Steps 210
References 211
7 The Brand, the Buzz, and Better Success through Event Marketing 212
The Five Ps of Marketing 214
Product 214
Promotion 214
Price 216
Public Relations 217
Place 217
A Sixth P for Event Marketing: Positioning 219
Experiential Event Marketing and Touchpoints 219
Experiential Event Marketing 219
Attendee Touchpoints 220
Internal versus External Event Marketing 220
External Event Marketing 220
Retail Events 220
Fairs and Festivals 221
Launching New Products 222
Event Promotion Techniques 223
Advertising 223
Public Relations 225
Cross-Promotions 226
Street Promotions 226
Stunts 227
Invitation 229
Event Marketing with Technology 229
Events eMarketing 229
Online Consumer-Generated Media (CGM) 231
Online Brand Building 232
Raising Your Search Engine Profile 232
Online Sales and Security 233
Customer Support 233
Market Research 234
Product or Service Development and Testing 235
Web Design and Management 235
Weblogs and Podcasts 236
Video Streaming and YouTube 236
Mobile/Smartphone Event Marketing 237
RFID Technology and Target Marketing 237
Start Your Engines: Creating Greater Marketing Thrust through Commercial Sponsorship 238
Commercial Event Sponsorship 238
Sponsorship Needs Assessment 240
Developing Sponsors 241
Selling Sponsorships 241
Overcoming Sponsor Objections 242
Negotiating Your Sponsorship 243
Closing the Sponsorship Sale 243
Servicing Sponsorship Sales 244
Evaluating Sponsorships 245
Timing is Everything 245
Evaluating Your Event Marketing Campaign 246
Coding Your Event Marketing Materials 246
Online versus Other Event Marketing Channels 247
Other Marketing Evaluation Tools 247
Summary 251
Key Terms 251
Career Connections 252
Next Steps 252
References 252
8 Ensuring a Safer and More Secure Event Environment 253
Introduction 254
Ensuring the Safety and Security of Event Stakeholders 255
Protecting Your Financial Investment 256
Risk-Averse Procedures 256
Organizing a Risk-Assessment Meeting 257
Before the Meeting 258
Safety Meeting and Other Considerations 260
Inspections 261
Documentation and Due Diligence 262
Obtaining Insurance 262
Risk Control 264
Differences among Morals, Laws, and Ethics 267
Common Ethical Challenges in the Special Events Industry 268
Avoiding or Addressing Ethical Problems 268
Establishing Policies and Procedures for Ethical Issues 270
Inclusiveness is an Ethical Responsibility 270
Identifying and Using Industry Ethical Guidelines 271
Appointing an Ethical Brain Trust to Guide Your Ethical Decision-Making 271
Including Everyone: Arranging and Organizing Activities 272
Developing Special Events within Events 273
Organizing and Conducting Spouse and Partner Programs 274
Complying with the Americans with Disabilities Act and Similar International Laws and Regulations 275
Future Trends in CSR 277
Why is CSR Important in the Special Events Industry? 278
How You May Contribute to the Evolution of CSR with Your Future Events 279
Monitor Changing Social Expectations 280
Use the Internet to Expand Your Event's Global Social Influence 280
Secure the Commitment of Your Clients, Vendors, and Sponsors to Promote Socially Responsible Events 280
Identify and Liaise with CSR Counterparts in Government, Nongovernmental, and Other Stakeholders 280
Ensure That Your CSR Influence is Felt Both Internally and Externally 281
Measure and Evaluate Your Event's Social Responsibility Index 281
Create Socially Responsible Programs for Conventions, Festivals, Meetings, and Other Events 282
Conduct Social Responsibility Orientation and Training Programs for Your Event Staff and Volunteers 282
Special Events and Human Rights 282
Promote Your Socially Responsible Outcomes to Others 283
Summary 285
Key Terms 285
Career Connections 285
Next Steps 286
References 286
Part 4 Trends and Triumphs
9 The Virtual View of Live Events 289
Virtual versus Live: Digital versus Live Events 290
The Historic Development of Virtual Events 291
Why Produce Digital Content? 292
Examples of Digital Meetings and Events 294
Delivery of Digital Event 294
Types of Virtual Digital Events by Delivery Technology 294
Audio Conferencing 294
Video Webcasting 295
Webcast 295
Webinar 295
Live Streaming 295
Distance or Blended Learning? 296
Creating New Event Revenue through Webcasts and Webinars 296
Credentials and Qualifications 298
How to Charge 298
Tracking and Encouraging the Progress of Learners 299
New Approach to Marketing Digital and Virtual Events 300
Old Wine in New Bottles? 301
The Vision for Leadership Excellence 301
Making the Case 302
A New Kind of Learning 303
The Return on Learning Investment 304
Beyond Deloitte 305
The Future of Virtual and Live Events 305
Summary 307
Key Terms 309
Career Connections 309
Next Steps 309
References 310
10 Reinventing a Joyful and Sustainable Career 311
Environmental Sustainability 313
Defining "Greener Events" 314
Sustainability 315
Ecotourism 315
Fair Trade 316
Outgreening and Corporate Social Responsibility 317
Financial Savings 317
Event Pollution 318
Your First Five Steps to Creating More Sustainable Events 318
1. Go Paperless 319
2. Turn Off the Lights 319
3. Turn Down the Heat 319
4. Buy Greener 320
5. Use Silverware 320
Cultural Sustainability 320
Local Cultures 320
Local Economies 321
Promoting Your Greener Event 321
Toward a Greener Tomorrow 322
Education 323
A Body of Knowledge 324
Education and Your Career in Planned Events 325
Professional Experience 327
Career Paths 327
Finding an Internship or Externship 328
Certification 329
Recertification 330
Credentials 330
Power Tools 332
New Hiring Practices 335
Life and Career 335
From Invention to Reinvention 336
How May Planned Events Help Create, Sustain, and Celebrate a New World? 339
Summary 343
Key Terms 343
Career Connections 344
Next Steps 344
References 344
Part 5 Best Practices an Real World Event Experiences
11 Global, National, and Local Best Practices in Event Leadership 347
Best Global Event 348
The SXSW Global Phenomenon of Weird Practices that Work Wonders around the Corner and throughout the World 348
Best National Event 351
Norwegian Constitution Day Events, Oslo, Norway, and More 351
History of the Norway Constitution Day 351
The Highlight: Children's Parades and More 351
Brief Timeline of a Full Day of National Day Events (in Oslo) 352
Celebration across the Country 353
Celebration of Norway Constitution Day Abroad 353
Be Aware: Closures of Businesses 353
Best Local Event 354
Celebrate Fairfax! Festival, Fairfax, VA, USA 354
About the Hosting Place and Surrounding Areas 354
Overview of the Festival 354
History of the Celebrate Fairfax! Festival and Its Organizing Bodies 354
Highlights of the Festival 355
Best Practice with Think-out-of-the-box Ideas 355
Recognition and Awards 355
Year-long Celebrations 355
12 Twenty Real-World Event Management Experiences and Mini Case Studies 357
Advertising and Marketing 358
Attractions 358
Corporate Social Responsibility (CSR) 359
Education 359
Entertainment 359
Environmental Sustainability 360
Expositions and Exhibitions 360
Festivals 360
Finance 361
Gaming 361
Government 361
Hotels 362
Incentive 362
Information Technology 362
Meetings 363
Responding to Requests for Proposals (RFPs) for Independent Event Managers 363
Safety, Security, and Terrorism 363
Satisfying the Various Players in a Corporation 364
Social Event (Wedding) 364
Virtual Event 364
Appendices 1 to 19 and accompanying Image Gallery are available online
Glossary G-1
Index I-1
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