Practical tools and expert advice for professional event planners Before planning an event, there is much that must be done behind the scenes to make the event successful. Before any thought is even given to timing or location of the event, before the menus are selected and the decor designed, there are proposals to be written, fees and contracts to be negotiated, and safety issues to be considered. This book takes you behind the scenes of event planning and explains every aspect of organizing and strategic planning. This book will be of value to both the professional event planner and to clients who are dealing with planners.
Its comprehensive coverage includes: how to prepare winning proposals, and how to understand them if you are the client; how to determine management fees; negotiating contracts; safety issues; designing events in multicultural settings; and new technology that makes operations more efficient (such as online registration and response management, database project management tools). The book also includes practical tools such as sample letters of agreement, sample layouts for client proposals, forms, and checklists. Professional event planner Judy Allen offers first-time or professional event planners all the top-class advice they need to make their special events come off without a hitch.
Preface xi
Acknowledgements xvii
Chapter 1: The Strategic Planning of Event Design 1
External Objectives 2
Internal Objectives 4
Day One Client Itinerary 12
Day Two Client Itinerary 15
Day Three Client Itinerary 19
Day Four Client Itinerary 21
Day Five Client Itinerary 23
Day Six Client Itinerary 24
Day Seven Client Itinerary 25
Chapter 2: Preparing the Proposal 27
The Proposal Request 28
The Qualification Meeting 29
The Proposal 30
Proposal Preparation: The Initial Steps 31
Making Contact With Key Suppliers 33
Proposal Preparation 44
Chapter 3: The Body of the Proposal 47
Cover Letter 49
Destination Review 53
Transportation Requirements 59
Hotel Information 63
Day-by-Day Detailed Itinerary 75
Grid 85
Cost Summary Sheet 86
Detailed Program Inclusions 87
Program Options and Enhancements 109
Company Profile 113
References 113
Backup Material 114
Bringing It All Together 115
Chapter 4: Management Fees 119
Four Types of Fees 120
Chapter 5: Contractual Negotiations With Suppliers 143
Negotiating With Suppliers 148
Chapter 6: Client Contracts 171
The Three Rules of Contracts 172
Areas Covered in the Client Contract 173
Payment 174
Liability and Responsibility 177
Dates and Other Details 180
Food and Beverage Hazards 182
Technical Riders and Other Requirements 185
Doing Your Homework 188
Chapter 7: Safety and Security 191
Travel Information 194
Checklists for Out of Town Events 198
Ensuring Client Safety 199
Other Safety Issues 202
New Areas of Consideration for Safety and Security 203
Chapter 8: Event Planning Technology Tools and Emerging Trends 205
Event Planning Technology Options 206
Chapter 9: Multicultural and Foreign Event Planning 221
Local Customs, Protocol and Etiquette 222
Religious Beliefs 227
Local Cultural and Political Matters 227
Chapter 10: Event and Program Branding 231
Establishing a Brand 231
The Branded Image 235
Program Branding 236
The Branding Commitment 239
Protecting the Client's Image and Standards 240
Chapter 11: Conclusion 243
Appendix 247
Sample Proposal/Senior Management 276
Sample Proposal/Incentive Sales Group 312
Index 325
