Admas University

Event Mgt. II

II
CONCEPT & DESIGN OF EVENTS

2.1Event Coordination
Regardless of the type and size of the event, one should establish a formal “event
committee” consisting of committed members who are clear about their skills and
what they are prepared to contribute. One person should lead the project as the
Event Coordinator.

Tasks of an event coordinator

 Organizing vendors, entertainment and speakers

 Planning layouts, seating, dining arrangements and other logistics
 Handle orders and deliveries of equipment and supplies
 Managing a team of event staff
 Managing event finances
 Supervising on the day of the event

Skills for event coordinators

 Planning and organization
 Decision-making ability
 Creative thinking
 Written communication
 Public speaking
 Leadership skills
 Time management
 Networking skills
 Problem solving
 Attention to details
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 Strong communications skills

2.2 Developing an Event Concept

An event concept is the event details and elements that make up the
practical aspects of the event itself.

Characteristics of events are:

 Uniqueness… Each event should be different
 Perishability. An event cannot be repeated in the same
way. ...
 Intangibility
 Ritual and ceremony
 Ambience and service
 Personal contact and interaction
 Labor-intensiveness
The key questions to ask at early developmental stage are:
 What is this event for?

 What form will it take?

 When and where will it be held?

 How will the event benefit participants?

 What could be barriers?

Events Concept intervenes as consultant, coordinator and creator of unique event

projects for corporations, institutions and government bodies.

Deploying a direct link between the brand and it’s different audiences: internal,
B2B, B2C and consumer, Events Concept creates a global and holistic approach
that differentiates!

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In developing a concept for your event you need to determine the reason you are
holding the event. Typical reasons for hosting an event include to celebrate,
increase sales or to raise money for charity. Raising money for charity is an
interesting concept and many businesses connect a charity to an event hoping it
will encourage people to pay a higher price to attend or encourage more people to
attend the event – this rarely is the case, particularly in a market that is
saturated with many worthwhile charities.

Charities who run an event for themselves will find at the end of the day the
work and insurance requirements versus the income received do not balance.
Raising dollars for charities needs to be managed efficiently and effectively.

Once the primary reason for holding the event has been defined the event
manager should then develop clear objectives for the event. This may include
raising a defined amount of money; having a level of attendance; converting new
customer or up-selling to current customers; gaining publicity or creating a WOW
factor that will be talked about long after the event.

With a clear understanding of an events objectives, it is possible to bring together

key stakeholders and brainstorm on the creative of your event including name,
branding, promotional opportunities, the type and style of the event; date; venue;
theme; activities that may take place at the event; entertainment; speakers and
master of ceremonies that you may use. This is the time to think outside of the
square – do not place boundaries on you or your event until you start piecing
together all of the logistics. Be creative and if you think you are not creative
include people who are creative.

You will now have your event concept; it is creative but will also meet the
objectives that have been set for the event. With a clear concept in place the next
step will include planning and budgeting. It is at this stage that you need to think
of absolutely everything you will need to make your event happen. Start talking
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to your event manager and suppliers including venue, caterers, decorators, and
entertainers – everyone that you will need to utilize to bring your event
together and make it happen. If your suppliers are good they will troubleshoot
some of the issues for you and often give you solutions.

Is your proposed date going to clash with a public holiday, school holiday,
religious ceremony or other event held on the same day that will mean your
proposed audience will not be able to attend?

With thorough planning and detailed implementation your event will be a success.
Visionary events and marketing can assist with concept development, planning
and implementation of your event. We can do some or your entire event –
whatever additional resources you need to make it happen! Our event
management packages are excellent value and are affordable for any
organization to utilize.

The key to creating an excellent event is to make sure that the concept you have
developed will achieve the objectives and also appeal to your audience. If you get
this right you are on the way to creating a successful event.

2.3 Evaluating the Event Concept

Event evaluation can be defined as the holistic assessment of an event

through the utilization of a broad range of measures and
approaches to determine its value and impacts in an agreed or
prescribed context.
The fundamental purpose of event evaluation is to identify positive and
negative practices with a view to improve for the future
performance.

Evaluation of an event concept must take into account the following time
related factors:

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 Season
 Day of the week
 Time of the day
 Duration
Rain or high temperatures can affect summer festivals. Events that are scheduled
too close to holidays or to other community events may have poor attendance.
Certain times of the year seem to have an oversupply of events. Wise event
planners take into consideration the time of the year, normal weather patterns and
already scheduled events that may draw attendees away.
How to evaluate an event
 Use SMART goals
 Compare your event to relevant competitors
 Make observations during the event
 Ask for feedback from your guests on the day
 Follow up with a feedback survey
 Look out for media mentions
 Analyze social media data
 Calculate how many people attended

2.4 Major Consideration for Selecting an Event Venue

 Size of the event (including the size of the audience)
 Layout of the site and its suitability for the event
 Stage, field of play or performance area
 Transport and parking
 Proximity to accommodation and attractions
 Supply issues for goods and services providers, such as caterers
 Technical support
 Venue management
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An inspection of the site should reveal any limitations, the aspects to

consider include:

 Compatibility with the event theme

 Audience comfort
 Visibility for the audience (line of sight)
 Storage areas
 Entrances and exits
 Stage area (where relevant)
 Equipment
 Safety and security
 Access for emergency vehicles.
 Evacuation routes
In viewing a potential event site, there are three major stake holders who need to
be considered and whose perspectives could be quite different: these are;

 Performers

 The audience

 The organizers

Performers mean those in the limelight, whether this involves providing an

educational talk, dancing in a parade, presenting an award. Performers have
some specific needs that are fundamental to their success, such as the level of
intimacy with the audience (often the result of distance from the audience) or
the volume of the sound. Secondly the audience has needs, the primary one
being to see what is going on. The level of lighting and sound, as well as
access to and comfort of the seats also contributes to audience satisfaction.
Catering and facilities are generally secondary. Finally from a management
perspective, the venue must help to minimize risks such as adverse weather,
power failure, accidents and emergencies.

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Your role now is to ascertain that the conference runs smoothly and any
difficulties that may arise are handled efficiently and promptly. It is very
wise to allocate a sufficient number of people to assist you on the day. Ensure
your team members understand their responsibilities and tasks on the opening
day of the conference. Hold a rehearsal to confirm arrangements and identify
areas that may need further planning.

2.5 Event Design

While organizing a personal or professional event, event planning involves a lot of
moving pieces. From the venue setup to the speakers, there’s a lot to consider.
The steps that go into planning an event can be so extensive that the prelude to
this process has a name. It’s called event design.

Event design is “the process of creating a vision for an event and then
designing all the visual details to transform [a] space and tie it all
together”.

During the administration process the event manager must make certain data
identified during research are used to drive the design and ultimately to produce
the measurable outcomes required by event stakeholders:

Research (data) + Design = Planned Successful Outcomes

Research without the important phase of design will result in a dry, one
dimensional and perhaps boring event. To produce a multidimensional and
multisensory event experience that transforms guests, you must research as well
as design the event outcome. The research and design phases ultimately produce
the tools with which you can construct a blueprint of the event plan. The final
event plan is, in fact, a direct reflection of the research and design phases.

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The role of event design

While event design may seem like the same thing as event planning, they
are two separate roles. Event design is the process of creating a vision for an
event by crafting a blueprint of all the visual details around said occasion to
transform your space, while event planning is working out all the logistics of
your event.

Event planning takes into account the number of people that can fit in the venue
and the chairs needed, but event design is about decorating the venue and
choosing chairs. While event planning may seem more important to the success
of the event, you really can’t have one without the other.

How event design works

i) Consulting

Event design or styling first requires sitting down and discussing the goal and
visions you have for your event. If the event is to bring awareness to a non-profit
that has a focus on protecting penguins, then a theme that’s sea-related could be
ideal. It’s not necessary to have a theme set in stone, but you should have an
idea of what you’re trying to accomplish and some of the logistics in mind that
can contribute to the vision of your event.

Using your goal and vision in mind, your event designers will create an event
concept board to help illustrate our ideas for your event and how to bring the
whole thing together. From the color schemes to the materials, they’ll have a
rhyme and reason for each piece.

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ii) Preparation

Once the design strategy has been approved, your event designers will move
forward with preparing for the event. From sending out invitations and visiting
the venue to hand-crafting the decor and more, your event stylists get to work to
make your vision come to life. Your event designers’ work with you to ensure
everything goes smoothly on the day of your event and, they’ll organize
everything to make unloading and setting up easier.

iii) Implementation

On the day of the event, your event designers will work diligently to get your
decor setup and make sure that everything looks polished and ready or your
guests to arrive. In some circumstances, this includes managing your vendors
and accepting deliveries while you focus on other aspects of the event. Part of
implementing also includes tearing down after your event has completed.

2.5.1 Inside the World of Event Design

A successful decorator must offer a full range of services and products to be

successful. Hargrove, Inc. will rent out a single prop or create an entirely new
themed event. This diversity has proven successful for over 40 years. Although
there are millions of new decorating ideas for special events, not all of them are
practical. Therefore, it is always important to consider the following when
choosing decorations:

What will the venue (site, building) allow in terms of interior/exterior decor?
What are the policies regarding installation?
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What are the policies/laws of the local municipality regarding decorating

materials?

What is the purpose of the decor?

Are you conveying a specific theme?
Is there a specific message?
What period or style are you attempting to represent?
What are the demographics and psychographics of your attendees?
 Are they spectators or participants?
 What are the budgetary guidelines for the decor?
 How long will it be in use?
 Which existing scenic pieces can be modified to fit your theme or convey your
message?

2.5.2 Decor Costs

When hiring a design professional for an event, expect to cover not only the cost
of labor, delivery, and the actual product, but also the consultation fee of the
designer. In some cases this consultation fee may be included in the final bid for
the job. If you are soliciting many different proposals, it is best to outline your
budget range for the project to the prospective designers up front. This openness
may dictate the selection of products for your event. Labor is a major component
of design charges because the designer-decorator’s craft is so time consuming.
What’s included in event decor

 Space… This is your starting block; the foundation of your design. ...

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 Lines… To be visually pleasing, designs should have the right combination

of horizontal, vertical and dynamic lines
 Food Display… An art that can be used to create a lasting impression
 Table Decorations
 Lights
 Seating Arrangements
 Decorative Backdrops Pattern
 Stage Design
 Celling decors
 Goodie Bags

Other than setting the mood, creating the ambiance and theme as well
as the ultimate experience of the event, the Décor also underscores the
importance of the event. An Event that is well put together with style, class
and the right Décor shows the importance of the Event and will make your
guests feel special.

2.5.3 Developing & Implementing the Design for your Event

Once the design has been developed and the plan finalized, the two must be
merged to begin the implementation process. During the coordination phase we
arrive at the intersection of research, design, and planning and through the
convergence of these three places begin to operationalize the event itself. The
coordination phase provides us with the opportunity to see the results of our
early labors in research, design, and planning. It is also the opportunity to
ensure that we preserve the integrity of our early efforts. Too often, changes are
made during the coordination phase that affects the outcome of the event
negatively because they do not preserve the integrity of the design and planning

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process.
One technique for ensuring that you continually preserve the integrity of your
event design is to appoint one person to monitor the coordination and make
certain that there is a obvious relationship between the design, plan, and the
final version of the event. Another method is to develop a series of written or
graphic cues, such as design renderings or goals and objectives to make certain
the stakeholders hold fast to the early vision of the event.

2.5.3.1Purposes of Event Technology

Whether the purpose of the event is to educate or entertain or perhaps both, the
technology that you select will help you best achieve your goals and objectives.
Event technology has the power to provide a better user experience for
attendees, virtual audiences, and planners alike. For example, event
professionals can use technology to get attendees checked in faster than ever
before, resulting in higher satisfaction rates.

Event technology allows attendees to message each other before, during,

and after the event, making it easier than ever for people to network.
Additionally, event planners can inform attendees about any potential
schedule changes via event apps much more effortlessly.

Additional Benefits

 Save Time - Event management software can help you focus on the
most important aspects of planning.

 Cost-Effective
 Better Communication
 Better Networking

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 Better Planning
Table 2.1 provides a guide for general use in selecting equipment for the event
style and purpose.

Style Purpose Technology

2.5.3.2
Civic Attract attention Special effect: pyrotechnics
Communicate Audiovisual: video magnification Focus Lighting:
Conference lighting of lectern
Education Build retention Audiovisual: interactive ID
EntertainmentAttract Sound and lights: announce and chase
Exposition Educate Video: product description
Festival Communicate Sound: public address
Reunion Excite Audiovisual: slide show of guests
Audiovisual Effects

What Is Audio Visual?

It’s audio visual or ‘AV’ is often correctly associated with production, the art
of creating backdrops and settings to add theatre to an event.
But also the practicalities in delivering communication to large audiences (e.g.
making sure everyone can hear you!).
Great AV however understands that any event needs to speak to all senses;
audio and visual. How can these senses be supercharged to ensure the
message gets through, not just through what is being said, but how it is being
said.

AV can be broken down into three main production areas; sound, visuals
and lighting. Of course, there are other areas, including staging,
presentation, multimedia, and also hybrid event technologies, that allow what
is happening in one room to be replicated across the venue or across the world
into another.

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From corporate conferences, meetings and training, to live theatre productions;

from something as basic as a simple mic and speaker in a small meeting,
brainstorming facilities in a creative meeting, or a full set design and lighting
display for a main plenary, the AV is becoming a larger consideration in the
meetings industry.
i) Sound
Referring to the ‘audio’ part of audio visual, sound is one of the most essential
elements of the event. Audio covers anything from music, sound effects to
microphones and speakers to ensure delegates can clearly hear and
understand presentations.
Many events design the sound scape as acutely as they design the musical
backdrops and the voices on stage.
ii) Visuals
It refers to everything visual associated with presentations and performances.
Visuals encompass a wide variety of elements and as such is vital to get
right.
If you want to focus attention, this can be a great way to use visuals, without
over using it.
iii) Lighting
Lighting comes under the visual elements, but deserves a little more attention,
as it is often underused by larger productions - it's fair to say in smaller events
that it isn’t needed at all.
Lighting isn’t just for the inside either, venues need to set expectations from
the moment guests arrive, and continue to underline them, so consider outside
lighting, spotlights, passage lighting, hallway lighting; all can make or break
an event and encapsulate what your event is trying to convey.

How Successfully Incorporate AV in Event

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1. Plan, Consult, Do

First it’s important to understand the limitations of audio visuals for your event.
Does your venue have all the necessary equipment, lighting, speakers,
projectors, conferencing etc. Once you know what you’re working with you can
start to plan the audio visual for your event.
AV is a design process; it needs to be planned in the same way as a script
needs to be written.

2. Remember the Importance of Audio

It’s all very well getting swept up in the visual elements of audio visual for events
and conferencing; lights, props, projectors etc. However, it’s important to get the
basic sound elements right before expanding into more ‘creative’ territory.
3. The Right Set-up for the Right Type Of Event

4. Don’t Overdo It

It’s easy to get carried away when planning all the fancy lights and presentations
your event could have, the possibilities are almost endless. With that being said, it’s
important not to get distracted and not take away from the message of the event.

2.6 Themed Events

Nowadays, people have increasingly high expectations of the events to which

they are invited. Guests want to be entertained; they want unique experiences
and memorable events. The choice of a theme for the event management can
definitely act as a catalyst for success.

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An event theme refers to, “the big idea behind the entire shindig”. It often
involves on the overall tone, structure, and goals of the event. An event concept
sounds similar but is distinctly unique.
A theme directs the preparation of an event while allowing participants to
identify a means of communication.

Professional event designers spend more time dreaming up the general event
theme while event stylists focus on the event concept (i.e. bringing the theme to
life).

A theme should reflect the objectives of an event and unify them. It must reflect
the purpose of the event and embody the brand of its host.

An event theme is not only the creative passion of an event agency. It allows
conveying the objectives of an event in a playful way and ensures that
participants gather around a common idea. A carefully chosen theme
facilitates networking, learning and can even achieve the revenue you want for a
fundraiser.

How to create a theme for an event

No matter what type of event (corporate, private, etc.) is designed, it should

follow these steps;

 Create and Review the Event Goals

 Consider the Nature of the Event
 Consider the Audience
 Develop a Tagline
 Get Inspiration
 Be Ready to Commit

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Naturally the choice of an event theme depends on these variables;

 Strategy
 Budget
 Location
 Target audience
Finally theme is not only the creative passion of an event agency. It allows
conveying the objectives of an event in a playful way and ensures that
participants gather around a common idea. A carefully chosen theme facilitates
networking, learning and can even achieve the revenue you want for a
fundraiser. The theme allows summarizing in a few words the objectives of your
event and picking up quickly the attention of your audience target.

2.7 Five-card Draw: Playing the Five Senses

When attempting to satisfy the needs of guests, remember that the five senses
are most powerful tools. Like five winning cards in the event manager’s hand,
combining the five senses—tactile, smell, taste, visual, and auditory—to satiate
the needs of guests is the primary consideration when designing the event
environment. The olfactory system creates instant emotional and creative
reactions within your guests. In fact, smell may generally be the strongest sense
in terms of generating emotional response; however, this will vary among
individual guests. Therefore, as the event manager you must actively seek to
employ in your environmental design elements that will affect all the senses.

Just as some guests are sensitive to certain stimuli, such as smell or auditory,
other guests have a primary sense that they rely upon. Due to the influence of
television, many baby boomers may rely primarily on their visual sense. When

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designing the environment, this is important to recognize when you are trying to
communicate your message quickly. Use the senses as instruments to tune the
imagination of guests.

Be careful to avoid playing sharp or flat notes by overdoing it. Find the perfect
sensory melody and guests will become involved in your event creatively and
emotionally.

The following procedures will enable you to survey guests to determine their
level of sensitivity as well as their primary sensual stimuli in order to create an
effective event sensory environment.

 Use a focus group to determine the primary sensory stimuli of your

guests.

 Identify any oversensitivity or even allergies guests may have that

could be irritated by certain sensory elements.

 Use the draft diagram of the event environment to identify and

isolate the location of certain sensory experiences.

 Share this design tool with typical guests and solicit their attitudes
and opinions.

 Audit the venue to determine the preexisting sensory environment and

what modifications you will be required to implement.

Our world has become much smaller. Thanks to the Internet and social media
we are connected now more than ever before. Information is available at our
fingertips. With 3-D, video and on-demand entertainment, our expectations are
much more selective. We now live in an experience economy.

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So how does a meeting planner incorporate a vibrant, living participant experience

in both meetings and events? One of the most effective ways is through something
called sensory design.

Engaging the Five Senses for the Ultimate Event Experience

When it comes to keeping attendees interested in staying the whole course for your
events, it can be challenging to hold their attention – much less have them
interact with the different components of your event.

As humans, we have been given the five senses that enable us to experience the
world in a myriad of ways. It’s really up to you as an event planner to decide how
you want to take your attendees on a journey. Let’s take a look at how we can best
engage these five senses to both keep attendees interested at your event – and also
have them engage the touch points to leave them feeling both satisfied and happy.

I) Sight

Use visual content to stimulate the sense of sight. With social media
technologies readily available, you can create an engaging path of touch points for
attendees to interact with.

 Create #hash tags

Set up the perfect environment for taking photos/videos at your event and create a
custom hash tag that features the photos that are tagged with your hash tag.
Have computers display featured photos and ensure you have decent Wi-Fi for
easy social media sharing. This serves to engage your attendees and get your
brand out there on social media channels – real-time.

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Take it one step further by creating a social media wall for all everyone to see
what’s going on, making each attendee feel special with their contribution and
creating a much better overall atmosphere.

 Have giveaways

Create contests for attendees to provide content contributions live onsite. The best
photo or video contributor wins a prize! This is one of the best ways to generate
massive amounts of visual content in exchange for something special at an event.
Attendees will feel more involved and have a more keen interest in creating visuals
in exchange for something.

II) Hearing

Nothing is more pleasant than having the right kind of sounds or music at
an event. You want to create the perfect mood for your attendees – not irritate them
and have them leave. Understanding your target group is important in
the creation of the best audio experience they can have.

 Set the right soundtrack

As mentioned above, you want to select the best type of music and/or sounds to use
at your event. Depending on the theme, research the audio preferences of your
attendees and create an appropriate soundtrack that works. If you’re feeling
adventurous, step outside the comfort zone and experiment with different audio
elements to create something that attendees won’t expect.

 Brace yourself for technical difficulties

Microphone feedback, loud volumes, buzzes and crackles can really destroy the
experience you’re trying to make. Ensure you have your audio professionals’ onsite
and ready to rectify any audio issues that might happen during an

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event. Murphy’s Law is always prevalent. Don’t be a victim to bad comments

just because you weren’t ready to fix that 5 second long microphone feedback that
tore the ear drums of 1000 people.

III) Taste

Are you ready to whet the palates of your attendees? Do you have the proper
selection of food to suit all the taste buds of your targeted demographics?

 Choose the right catering

Select the right choices of food from the best catering companies out there – within
your event budget of course. Every attendee has a dietary preference, and making
sure they are well taken care of as compared to the main bulk of attendees with no
preferences shows you really care. Attendees remember that.

While you shouldn’t scrimp on your catering budget and leave people hungry
without food, remember that there is always food wastage from excess
orders. Set the gold standard for sustainable events by finding the balance
between satisfaction and over ordering.

 Have ‘tasting’ booths

Take on the sense of ‘taste’ from a completely different angle and set up booths
where attendees can sample products or services that are available at your events.
If the first two senses have been covered, your attendees should be more willing to
participate and interact with the touch points you have set in place. Let attendees
have a ‘taste’ of what your events have to offer. A look into VR and AR
technology for events can be great factors in raising attendee interactions by letting
them try out things that may not be possible physically.
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IV) Smell

The sense of smell is often neglected in an event experience. However, the

selection of a fragrance at your event venue can be the one thing that
makes or breaks an event.

Imagine if you stepped into a conference that’s packed with thousands of

delegates and the different fragrances (or lack of) they wear come at your nose at
once. That would be a sensory overload and not a good thing for an attendee to
experience.

 Choose the right smell

This goes back to the theme, venue and size of attendees coming to your
event. Choose the right fragrance that can handle the previously mentioned factors
and you’ll be well on your way to the best smelling event ever. Test run the smells
you’ve selected before the event, bearing in mind that there are potentially many
other smells that will affect the overall scent of your event due to the type of event
you’re running – and the fragrances people wear.

 Contain that smell

While you can happily scatter the fragrances all over your venue, remember to try
and contain the smells within the appropriate sections of your event. You
don’t want the smell of Hall A to spill into Hall B when both themes differ. It’ll just
serve to confuse your attendees and probably create a really ‘smelly’ affair with
their noses. You don’t want a case of ‘runny’ attendees leaving your event simply
because of that.

V) Touch

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The physical reality of the events – the final sense you want to have well
taken care of.

While considering the visual aspects of the props, decor, furniture and other
physical objects in your event, remember – attendees will interact with these
objects somehow. You want to ensure the feel is right.

2.8 Bells and Whistles

“It’s related with special feature or other things which are not necessary parts
of something but which are added to make it more attractive and become
interesting.”

One can call special features like bells and whistles if they are not necessary
parts, but added to make the thing more attractive or interesting.

a. Select the best textures

Interaction with the different touch points and decor at your event will
be frequent, so this is something you want to bear in mind when planning your
event. Should there be carpeted flooring to provide comfort for feet and soften the
sounds of delegates walking? Are the surfaces of the furniture comfortable
enough for attendees to network – be it seated or standing? These might seem
insignificant, but a really comfortable setting (or uncomfortable depending on the
theme of the event) can serve as an added trigger for an excellent event
experience.

b. Choose the right shapes

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Are angular objects or rounded objects better to suit the different segments of
your event or theme for that matter? You want the chosen furniture and decor to
suit the event visually, yet at the same time compliment the sense of touch at the
event itself.

2.8.1 Identifying the Needs of your Guests

Once gathered all the quantitative data from the site inspection, it is time to
analyze your findings and determine what implications emerge for your event
environment design. Most important considerations include the legal, regulatory,
and risk management issues that are uncovered during site inspection.

2.8.2 Implications of Size, Weight and Volume

Let us assume that the design requires massive scenery and that the ingress to
your venue is a door of standard width and height. How do you squeeze the
elephant through the keyhole? The answer is, “very carefully.” Seriously, make
certain that the design elements can be broken down into small units. Using
component parts for the construction process will enable you to design individual
elements that will fit easily through most doorways. Weight is an important
consideration, as many venues were not built with this factor in mind. Before
bringing in elements that have extraordinary weight, check with the facility
engineer to review the construction standards used in the venue and then
determine if the stress factor is sufficient to accommodate your design.
Furthermore, shifting weight can cause serious problems for certain venues.
Therefore, if you are using a stage platform and simply placing a heavy prop,
you may not experience any problems. However, if on this same platform you
are showcasing 50 aerobic dancers performing high- energy routines, the
platforms may not be sufficiently reinforced to handle this shifting weight. In
addition to reviewing the stress weight that the area can accommodate with the

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engineer or other expert, conduct independent tests yourself by actually walking

across the stage or examining the under girding to ensure that what goes up
will not come down.

The final consideration is volume. The fire marshal determines the number of
persons that can be safely accommodated in the venue. You, however, greatly
influence this number by the seating configuration, the amount of decor, and other
technical elements that you include in the final event environment. Less equals
more. Typically, the fewer design elements you incorporate, the more people you
can accommodate; therefore, while creating the total event design, first determine
the number of people you must accommodate then subtract the number of square
feet required for the guests and the remaining will determine the volume of
elements that’ll contribute to the event environment.

2.8.3 Securing the Environment

Just as the fire marshal is responsible for determining occupancy, the police and
local security officials will determine how to secure an environment to reduce the
possibility of theft or personal injury. When considering the theme and other
important design elements, remember that people will be walking under, over,
and within this environment, and their safety must be paramount in your
planning. Providing adequate lighting for traversing the event environment,
securing cables and other technical components with tape or ramps, and posting
notices of “Use Caution” or “Watch Your Step” are important considerations when
designing beautiful as well as safe event environments. Theft, sadly, is a major
concern in designing an event environment. Do not make it easy to remove items
from the event environment. Secure perimeter doors with guards or provide bag
check stations at the entrance to discourage unscrupulous persons from easily
lifting valuable event elements. This is especially important when designing
expositions where millions of dollars of merchandise may be on display for long
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periods of time. Furthermore, do not allow event participants to store

merchandise or personal goods such as purses in public areas. Instead, provide
a secure area for these elements, to ensure a watchful eye.

2.8.4 Transportation and Parking Factors

The venue may or may not provide easy vehicle ingress. Therefore, well in
advance you must locate the proper door for load-in of your equipment, the
times the dock is available for your deliveries, and other critical factors that
will govern your ability to transport equipment and park your vehicles.
Another consideration for transportation relates to approved routes for trucks
and other vehicles. Once again, confer well in advance with transportation
and venue officials to determine the most efficient route.
Whether you are parking your vehicles in a marshaling facility or on the street,
security must be considered as well as easy access. Some venues may not be
located in the safest of neighborhoods, and therefore securing your vehicles
and providing safe and fast access to them are important. Well-lit fenced-in
areas are best for parking; however, the proximity of the vehicles to the
loading area of the venue is the prime concern.

You may think that transportation and parking have little to do with creating a
proper event environment, but these two considerations should be given
significant attention. Many events have started late or suffered in quality due
to late or lost vehicles and inefficient load-in operations. Remember, you may
design the most incredible event environment, but until it is shipped, loaded
in, and installed properly, it is only your idea. Proper transportation and
installation will turn your idea into a dynamic event environment.

2.8.5 Manage the event Environment and they will Come Back

Understanding the basic needs of the guest is of paramount importance,

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especially when you are working with a smaller budget than you would like. In
circumstances where the budget is severely restricted, there are ways, using
your imagination, to stretch limited funds. Use your budget to enhance the
beginning and the end, as these are what the guest will most remember.
Following are some considerations for managing the design of an event
environment.

2.8.6 Entrances and Reception Areas

The event manager must immediately establish the theme of the event with
environmental design. The use of proper signs, bearing the group’s name or logo,
and appropriate decor will reassure guests that they are in the right place.
Consider the arrival process from the guests’ point of view.

They received the invitation some time ago and probably did not bring it with
them to the event. Therefore, they are relying on memory to guide them to the
right building and the right room. Once they have located parking, they ask the
attendant to direct them to XYZ event.

The attendant is rushed, having to park several hundred cars for perhaps as
many as six different functions and cannot recall the exact location of the affair.
Should the guests stumble upon your site and not recognize it because the logo
is absent or the entrance does not communicate the theme of the party, they will
become confused and lost. Providing your own personnel in costume or
professional wardrobe will help guests locate your event, as will proper signage.
Upon arrival, guests should have an “Ah-ha!” experience, knowing that they have
arrived at the right place at the right time. You can offer guests this experience
and create a positive impression by proper design of the reception area at which
they are greeted. When guests must wait in long lines, they often begin to resent

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the event or its hosts. You must plan for these delays and offer solutions.

2.8.7Function Areas

The reception area may create the first impression, but the main function area
will determine the effectiveness of the overall design. This is the area in which
guests will spend the most time, and this is the area where your principal
message must be communicated to guests in a memorable manner. Traditional
space designs are currently being rethought by meeting planners as well as
psychologists to develop a more productive environment.

2.8.8Novative Sites

The purpose of creatively designing your environment is to provide a dynamic

atmosphere within which your guest may experience the event. Nonetheless, the
event planner is increasingly faced with the challenge of finding innovative,
creative environments in which to stage their events. Curators of museums and
public buildings in record numbers throughout the world have begun setting fees
and offering their buildings to groups that wish to host a reception or meeting in
a novel atmosphere. With these new opportunities for use of public space come
increased challenges for decorators, who must now cope with the increased
demand for atmospheric props in place of flats, banners, murals, and other more
traditional scenic devices. Use this list to brainstorm with your event stakeholders
to determine the best venue for your next event. The possibilities for exciting,
innovative, and offbeat event sites are infinite. It is important, however, that your
selection be logical and practical in terms of location, parking, setup, budget, and
use of space.

Wherever you turn, you will find new products and new services available to help
you transform an environment for a creative special event. Many unusual
products can be found at gift shows (trade shows featuring new and unusual gift
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items), antique stores and shows, flea markets, used and classic clothing stores,
hotel closeout sales, and other businesses selling off stock.

2.8.9 Amenities and Furnishings

The possibilities for linens, silverware, glassware, centerpieces, and even

costumes for servers are greater in the profession today than ever before. Sites,
sources, and suppliers for these items can be found in journals such as Event
World, Special Events, and various industry newsletters.

2.8.10 Decorating the Environment

The decorating profession has undergone a rapid transformation than ever earlier.
Today, making it lovely involves a specialized professional in touch with the latest
styles and products with which to create specific environments that will satisfy
guests’ individual needs.
Today’s designers are creating more profound, if only temporary, works of art to
frame special events. Sixty years ago special events were most often held either in
private rooms, private clubs, churches, public sites, or hotels. Modern decorators
are faced with the challenge of turning almost any conceivable space into a
suitable environment for a special event.

From football fields to tractor–trailers, today’s decorators must display more

imagination, creativity, and skill than ever before to keep pace with changing
styles and trends. The designer/ decorator’s craft is one of transformation.

Regional customs and geographic location may determine to some extent what
types of products are used for some events. But expanded delivery services,
which allow suppliers to express-mail almost anything overnight, have enabled
designers and decorators to obtain almost any product for a special event,
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regardless of location.

One challenge that decorators face is designing an environment that will satisfy
both primary and secondary audiences. Creating designs and products that will
translate to television, film, and still photography is becoming increasingly
important. Consequently, while formulating design ideas, consider both the
primary and secondary audiences who will view this event and in what format?

Perhaps the design will be detailed in such a way that it will show well in close-
up photography.

Many stock decor items available in today’s events marketplace did not exist 60
years ago. Synthetic fibers and plastics have become increasingly sophisticated,
enabling the fabrication of countless imaginative pieces. Even as these lines are
written, products continue to be developed, providing greater selection at lower
cost. Trying to describe all the products and techniques available to the event
practitioner is impossible.

The following discussions will introduce you to some of the more popular
products and the imaginative ways that some innovative special events planners
use them. Their continual exploration of new ways to satisfy clients’ needs is the
ultimate key to creative design.

Interactive Decor

Today’s guests want to be more than just spectators at a special event—after all,
movies and television provide plenty of opportunities to watch fantastic special
effects and see gorgeous set designs and wonderful performances. To provide
more than just a passive viewing experience, the event designer must create an
environment that allows the guests to participate—to be actors in the decorator’s
dream world.
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At this point it is sufficient to understand the significance of creating a design

that will meet the needs of the guests. Today, any site can be transformed
through decor, using a variety of products and techniques. Regardless of the site
and the decoration details, however, the designer’s objective remains the same:
satisfying the guests. To accomplish this goal, the designer must involve the
guests in the event as much as possible through their senses, their activities, and
their emotions.

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