CHAPTER 5 CHAPTER 5

Budgeting and Pre-Event Planning 101

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 CHAPTER 5

THE 7 BASICS OF
PLANNING
Event planning results may
seem fun and glamorous, but
event planning success
requires hard work. The
event’s success will depend
on the behind the scenes
work put into making it so.

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• Failing to invest the

necessary time in planning
or making assumptions
about clients or vendors is a
recipe for disaster.
• Planning for every
contingency from weather to
injuries is an essential part
of the job.

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Program Design and Content: This is the

structure and sequence of all event
components. You must align these
components with the client’s vision.

Guest List: Everything from the type of

invitation to how to manage RSVPs must be
planned.

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Table Settings: Physical materials including tables, chairs, and

linens must be secured and table décor decided.
Décor: The entire event must be decorated in a cohesive way,
within the client’s budget.

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Production: Production involves all the elements and staff

required to execute the event, from lighting to special effects.

Entertainment:
Deciding what type or
types of entertainment
to provide, booking
talent and managing
budgets, and
expectations are all part
of the planning process.

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Logistics: The systematic process of pulling all the

event elements together is the key skill of an event
planner.

You don’t just

envision it, you
make it happen.

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 CHAPTER 5

Above All
• The budget steers the ship for every event.
• In conjunction with the event goals, the budget controls
planning and decision making.
• Making sure that the plans adhere to the budget set by the
client is an absolute. Discuss the budget early and often
and get all conclusions in writing.

Leaving nothing to chance is your best

chance at success.

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PLANNING AN EVENT’S DESIGN AND

FLOW
No aspect of the event is too
insignificant to include in the planning
process. Having a clear approach to
planning will ensure that every detail is
attended.

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Assessment and Evaluation

§ Create and focus on clear objectives assessing
ROI. Refer back to your inspiration discussions
with the client and focus on the stated goals of
the event.

Meaningful Engagement
§ Events are intended to create a connection
with guests. Decide what elements to
include to achieve the client’s desire
engagement and effect.
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Distributed Learning
§ When an event involves training or classes,
timing of the learning modules is an
important consideration. Time to rest, eat
and mingle should be included.

Collaboration
§ Consider the needs of the guests, your plans and
the client’s goals in a collaborative environment to
achieve the best results.

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Experience
Consider the event
from the perspective of
the guest.
§ What is the
experience you are
delivering?
§ Is your event
unforgettable?

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Final Thoughts On Event Design

And Flow
Guest Engagement
• Allocate time to both passive and active
involvement on the part of guests.
• Allocations will depend on the guests’
expectations and well as the client’s goals.
• Other elements from entertainment to venue will
depend on the level of guest involvement
planned.
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 CHAPTER 5

Guest List: RSVP

• So you have a signed contract…now
who is coming to the party?
• Regardless of who created the guest
list, it is recommended that another
set of eyes check it over carefully.

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Technology
• Social media has greatly increased the
ability of hosts to connect and engage
guests before, during and after an event.
• Guests who cannot attend in person can
even participate as virtual guests.
• Leveraging technology will help you to
realize your event’s full potential.

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Corporate events generally have 3 scenarios

when it comes to attendees.
• The first is that your attendees have flown in for the meeting/event and you know
exactly who is attending based on the rooming/flight list. These guests will most
likely be wearing an issued badge.
• The second scenario is the attendees are driving in or attending a conference or
trade show and you have sent out invites for your event and they have RSVP’d.
• The third scenario could be an event that is open to the public, such as an
experimental marketing event.

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Obviously, scenario 1 is the easiest to know who is coming. In scenario 3,

it doesn’t matter because it’s open to the public and the more the
merrier.
Scenario 2 requires the most diligence and close scrutiny of the RSVP list
and who actually shows up.
• You may not want uninvited guests.
• Details on how to deal with scenario 2 to follow.
• It’s a huge embarrassment to invite a subordinate, yet overlook the boss or
some other VIP who should have received an invitation.
• This double check is to make certain that it neither includes the wrong people
nor excludes anyone notable.

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Electronic Invitations
• Good for regular, not-big-deal
events.
• Easy to keep track of RSVPs.
Paper invitations Via Snail Mail
• Preferred for events that are
high profile. Intended to create
or signify importance.
• Also include a self-addressed
RSVP card.

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No Show Factor
• Best way to avoid having a bunch of surprise no-shows is to
assign the RSVPs to either one person or group of people (i.e.,
managers, volunteers, etc.).
• They should follow up with a personal phone call or electronic
communication to each guest on the RSVP list at least a week
before the event.
• Remind them about the event even if they have RSVP’d, or ask
them why they have not.

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• Sometimes, you have to encourage guests to attend by

telling them the benefits and who else is in attendance.
• Sometimes, you have to give the guest an out as they
may be afraid to tell you no.
• Try saying “It’s OK if you can’t come; we just need to
know in advance for planning purposes.”
• If you don’t follow up on RSVPs, you could see as much
as 40% of the guest list not show up.
• Not only is that expensive, but it also looks horrible to
have that many empty seats at your event.

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Guest List Confirmed

You have confirmed your guests
but what next?
• Consider Guest Check-in.
• Guest credentials or conference
name badges can serve as their
identification and verify that
they are supposed to be there.
• You’ll need an accurate, detailed
list of the invited attendees.

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Also, you need to have some staff or security at the

check-in desk, where guests will receive their name
badges/credentials.

• It may help to have somebody who

actually knows the people who are
expected to attend if possible.
• Remember the White House State
Dinner in 2009?
• If it can happen at the White House,
it can definitely happen at your
event. Be diligent!

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TABLESCAPES
Creating The Aesthetic Table
• Linens are as varied as the rainbow, available in various colors, textures, and
patterns.
• Just as varied as your linen choice, so are the prices, from as little as $10 each to as
high as $120 each for more elegant options.
• The term “linens” can also include chair covers and napkins.

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What type of table to use depends on the

type of event you are hosting…
• Is it a plated dinner, outdoor BBQ, cocktail party, or a
club/lounge-type event?
• What is the goal of the event?
• Is there an awards presentation, fun/dancing, mingling
with guest interaction, or is it just a meal?
• What size table should I use?
• Don’t be afraid to mix table styles and sizes. It can create a
more dynamic roomscape.

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Guest seating comes next. This is where it starts to get tricky. Needless to
say every guest needs to be able to either sit or stand depending on the
type of event…
• Formal galas require 100% seating while interactive events may
only require 50-70% seating.
Next are food and beverage stations. Being these are small but important
items, you have the most flexibility with their placement…
• A key tip in placing bars: Never place bars by entry doors. It will
always ensure a bottleneck and impeded guest entry into the
event.
• When placing the food stations, always ensure good traffic flow to
and from the food stations as well as serviceability for the caterer.

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DÉCOR
• Décor applies to anything that can be used to enhance the
look or feel of an event space.
• This includes items such as draping, props, furniture,
flowers, linens, plants, and more.

• Allows for
personalization of
an event, creating
an environment
specific to that
event goal.

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• Trends are becoming less three-dimensional

and more of a stylized environment using soft
goods, furniture, and hip lighting.
• Décor does not have to be the dominant focal point but rather
background items or accent pieces.

• Be careful the
décor does not
obstruct view
and sight lines
of a stage or
video screen.

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If you are at a destination where

you are not familiar with the vendor
or décor quality, it is important to
visit the warehouse of the décor
company you are considering.

From your visit, you can determine

how it will look when it gets on-site
as well as how the warehouse looks
(a messy warehouse is probably not
your best choice).

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Chairs
• Chairs are as varied as the tables.
• You should always take a look at all the
types of chairs a venue has available.
• Be aware that there may be a separate
set of chairs used for outside events.
• Inspect them prior to your event as
they can be severely weathered and
not up to standards for a corporate
event.
• You always have the option of rental
chairs (and tables, linens, etc.).
• Accents include sashes, silk rope
tassels, jeweled bands with flowers,
beads, feathers, napkin rings,
placeholders etc.

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REMEMBER TO SHOW PICTURES OF ALL DÉCOR ITEMS.

• One of the most important

components of any formal or
semi-formal dinner event.
• Centerpieces are the single-
most viewed item of an
event.
• When deciding how to
allocate budget dollars for
table décor, start with the
centerpiece first.

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• Then, allocate dollars for tablecloths, napkins, and chair

covers.
• If using a floral centerpiece. be sure to send a picture of
the table linens to the florist so they can plan their
designs properly.

• Ask them to provide a

sample or at least email
shots of their proposed
arrangements so you can
see how it will look on
the tables.

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• Florals are still the most popular,

but other organic materials can
be used like rocks, coral, chunks
of glass candles, and LED lights.
• Fish bowls - I wouldn't
recommend using them. Have a
plan if the fish start floating
upside down during the event or
what happens to them after the
event is over.

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Décor
• Corporate-wide celebration for company's 25th anniversary.
Longevity awards and welcomes are to be given. Company is
also launching new logo/brand.
• Corporate incentive meeting. Regional and individual awards
are to be given. Review of new sales strategies to be
discussed. Company specialized in plastic ware and reusable
picnic arrangements.

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ENTERTAINMENT
Musical acts, stand-up performers, theatrical productions, interactive dance
companies, make-your-own music videos, and a massive list of audience participation
acts and services.

There are two main

event components that
attendees always
remember: food &
entertainment...
...and the quality of
each, good or bad.

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Always ensure the entertainment fits the

audience.
For example:
• An elderly crowd probably won't enjoy heavy metal or hip-hop.
• A young hip crowd probably will not enjoy 50s or Jazz music.
• People from other countries may not enjoy Country Western.

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AUDIOVISUAL PRODUCTION
Production is the all-encompassing equipment and staff
required to produce entertainment acts, meetings, and a
variety of large-scale events.

• Staging • Recommended to hire a good-quality AV

• Lighting supplier when producing a corporate event.
• Audio • For large events, have backup equipment in
place for the unexpected.
• Video and
power • When choosing a production supplier, you
necessities must first understand your needs.

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Do you need a specialized provider or an all-in-one

provider?
• There are many different levels of equipment and service based
on the size and complexity of an event.
• If it is a heavy or complicated production, hire a technical
director.
• They can hire all the needed labor and contract all the required
equipment providers that are specified or requested for that
event.
• Requires a trained, experienced expert.
• Paid a fee to handle all the stuff required to fulfill that job.

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LOGISTICS
Time Is Money
• Building an event is no different than building a house.
• Keep the following in mind as you plan how all your event
elements will come together:
• You don't want your roof trusses delivered before your slab is
poured.
• You don't want your kitchen cabinets delivered when your
workers are still busy framing the house.
Load-in schedule:
• A workable time-table for the load-in process prior to your event.

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Detail the schedule

• What time every vendor is coming in, how long it will take them
to off-load their truck and pull the truck away from the loading
area, and how long it will take them to set up their particular
element(s).
• Schedule the vendors based on their functions.
• If planned right, you can have different vendors completing their
part at the same time without interference to each other's job
functions.
• Many vendors bill their labor on actual time on the site.

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Labor is based on how long it takes the vendor to get the item(s)
delivered, installed, set up, and tested.
• Keep waiting times to a minimum; you are still being charged!
• The reverse then happens at the end of the event.
• Typically it's "First in, last out“ (FILO).
• Remember that items that are suspended from the ceiling go in
first and come out last.

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