The Business of Event Planning

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.

Practical tools and expert advice for professional eventplannersBefore planning an event, there is much that must be done behindthe scenes to make the event successful. Before any thought is evengiven to timing or location of the event, before the menus areselected and the decor designed, there are proposals to be writtenfees and contracts to be negotiated, and safety issues to beconsidered. This book takes you behind the scenes of event planningand explains every aspect of organizing and strategic planning.This book will be of value to both the professional event plannerand to clients who are dealing with planners.Its comprehensive coverage includes: how to prepare winningproposals, and how to understand them if you are the client; how todetermine management fees; negotiating contracts; safety issues;designing events in multicultural settings; and new technology thatmakes operations more efficient (such as online registration andresponse management, database project management tools). The bookalso includes practical tools such as sample letters of agreementsample layouts for client proposals, forms, and checklists.Professional event planner Judy Allen offers first-time orprofessional event planners all the top-class advice they need tomake their special events come off without a hitch.

Preface xiAcknowledgements xviiChapter 1: The Strategic Planning of Event Design 1External Objectives 2Internal Objectives 4Day One Client Itinerary 12Day Two Client Itinerary 15Day Three Client Itinerary 19Day Four Client Itinerary 21Day Five Client Itinerary 23Day Six Client Itinerary 24Day Seven Client Itinerary 25Chapter 2: Preparing the Proposal 27The Proposal Request 28The Qualification Meeting 29The Proposal 30Proposal Preparation: The Initial Steps 31Making Contact With Key Suppliers 33Proposal Preparation 44Chapter 3: The Body of the Proposal 47Cover Letter 49Destination Review 53Transportation Requirements 59Hotel Information 63Day-by-Day Detailed Itinerary 75Grid 85Cost Summary Sheet 86Detailed Program Inclusions 87Program Options and Enhancements 109Company Profile 113References 113Backup Material 114Bringing It All Together 115Chapter 4: Management Fees 119Four Types of Fees 120Chapter 5: Contractual Negotiations With Suppliers 143Negotiating With Suppliers 148Chapter 6: Client Contracts 171The Three Rules of Contracts 172Areas Covered in the Client Contract 173Payment 174Liability and Responsibility 177Dates and Other Details 180Food and Beverage Hazards 182Technical Riders and Other Requirements 185Doing Your Homework 188Chapter 7: Safety and Security 191Travel Information 194Checklists for Out of Town Events 198Ensuring Client Safety 199Other Safety Issues 202New Areas of Consideration for Safety and Security 203Chapter 8: Event Planning Technology Tools and Emerging Trends 205Event Planning Technology Options 206Chapter 9: Multicultural and Foreign Event Planning 221Local Customs, Protocol and Etiquette 222Religious Beliefs 227Local Cultural and Political Matters 227Chapter 10: Event and Program Branding 231Establishing a Brand 231The Branded Image 235Program Branding 236The Branding Commitment 239Protecting the Client's Image and Standards 240Chapter 11: Conclusion 243Appendix 247Sample Proposal/Senior Management 276Sample Proposal/Incentive Sales Group 312Index 325