On Site Planning

Episode 17: Event Production Traps

Wanting to know tips and tricks straight from a partner in production?  This week Lisa and Charles sit down and go over traps event organizers can fall into.  They use their experience in the industry to create a “cheat sheet” for you.

 

Charles:  So glad you joined us on this special edition. This is the first time Lisa and I have sat down the two of us to share what’s in our brains.

 

Lisa:  I think this will be great cause we can finally share with you who we are, what we do, and how you can get better without anyone here to interfere.

 

Charles:  Here’s the deal, Lisa and I work in the production side of events.  I don’t know if you know that. The company I started back in 2003 is EideCom. It’s basically a full service audio visual creative organization.  Lisa has been with me about a year and a half. It’s been great, a lot of fun.

 

Today what we’re going to do, we’re going to talk about what Lisa and I run into, every mistake and scenario organizations do on accident that end up hurting and screwing up their process, costing them more money.  I said to LIsa the other day, we need to an episode that helps people understand some of the stuff so they don’t make these mistakes.

 

Lisa:  We just talked to Kris Lindahl about leadership in our last podcast. He talked a lot about how event organizers typically dont see through the lens of an attendee. We take a different approach where we sometimes come to the conference or event to just view it and see it and help make notes.  We’ve seen a lot of things.

 

Charles:  We have.  If you start as an attendee in your mind, you’re going to always put the visible things right on paper.  In fact often times I say if I’m not doing someone’s show, “Hey how about I come check it out.” I’ll sit in the audience and make notes. It’s not just all negative, I make positive notes too, like what went well.  I think one that I really want to kick off with, choosing the venue before you understand your production. How often do we have people that have chosen the venue, it’s a new one, and wants to know how much it will cost to produce the show.

 

Lisa: And it sometimes isn’t a great venue to do production in.  Sometimes it’s already set in stone and we think, do we tell them it’s really bad?  Or do we think, great we will work with this? From unions to the in house internet fees, things like that, you have to take into consideration what comes with the venue.

 

Charles:  I’ve always been blown away by some of the internet fees that have been charged to some organizations, it’s been $75,000 to $100,000 to provide internet to their attendees.  Wait for internet for attendees for their whole life forever? No just for three days. You mean in the ballroom? It’s just crazy to me!

 

The other big pitfall with your venue is understanding what type of requirements they have.  Like the in house – PSAV is a large organization and is in house in a lot of places. But there are other organizations that are in house at some places as well.  They have their own set of rules. Some places will require you to use them for any rigging, anything that’s going to hang from the ceiling. That rigging often times, we’re allowed to bring in our own motors and trussing, but we are required to let them rig it because it’s their building.  There are other scenarios where they require us to use their motors, truss, and rigging. We literally have to have contract to them. A lot of people when you book a venue don’t think of these things. You sign the deal and it says rigging power internet to be assessed. We come to help you with your show and they say $100,000 for rigging. There are other venues that wouldn’t cost that much.

 

Lisa:  It’s kind of a double edged sword because for a lot of our clients that aren’t doing rigging, we recommend they move into that rigging scenario because it adds a lot to their show.  But it adds a lot of expense so you have to realize what the investment actually costs.

 

Charles:  To those of you who don’t know what rigging is, it’s the stuff that hangs lighting and projection and other elements over your head.  You can make better use of the space because you are not using the floor to support things. It’s safer actually, you don’t have things hanging in the air ground supported that can topple over.  Not that they usually do but, nothing usually topples over. The possibility is lower.

 

The next one I want to come up with is underestimating what it takes to do a good production.  A lot of people they don’t realize how much staff and equipment it takes.

 

Lisa:  Or even just the lead time to set the room up.  We usually ask for a whole day prior to the show for our medium to large shows.  Our clients are like we only have the room the day of. That puts strain on your people and doesn’t make for the best environment and you don’t have time to run through the show.

 

Charles:  We have some really large shows that take up to four or five days to just load them in.  To your point, I think it’s important to note, if you have a four day load in and you are trying to do it in 2 days, you’re not really saying anything.

 

Lisa: You’re stressing everyone out and to go back to our episode of sleep, you’re team is going to be running at two percent.

 

Charles:  Basically human working hours to put it up, if it was going to be 10 people for 4 days now its 20-30 people for 2 days, if it’s even possible.  Don’t underestimate the cost involved in bringing in the right stuff and give yourself enough load in time to strike the show, AND load out show. We did an event recently very large in a new stadium, we had 2 hours to strike a show that took 2-3 days to set. How are you supposed to do that? This stuff takes time.  Don’t underestimate the cost or loading/out time. That’s really important.

 

Choose a venue before you choose your production company.  A lot of people say I use the inhouse team wherever we go. That is ok up unto a point, until you want a cohesive ongoing consistent look and feel year to year, show to show, city to city.

 

Lisa:  When your brand is a high level expensive beautiful brand, you want it to be consistent wherever you go.  If you are working with a new team, it’s hard to keep the brand on point.

 

Charles:  The relationship you have it’s not the same.  The people that are doing your production arn’t as invested.

 

Putting your budget into the wrong things.  #1 most important thing in my opinion is that everyone can hear when it comes to production.  Don’t sacrifice the quality of the audio. There’s science to back this up. If people can’t hear or there’s an echo or slap back that’s really annoying.  SLap back is where the audio is hitting the back of the room and then hitting you again, what you’re doing is you are exhausting your aducience quicker. WHen the human brain has to hear something and decipher and decode it, it requires a lot more energy for someone’s mind.  Take 5000 in an audience not every person is having to listen closer and try and decipher what’s being said.

 

LIsa:  Just think about someone where english is their second language, another level of decoding.

 

Charles:  If you don’t have good audio that is strong and clear the problem you are going to run into is audience exhaustion and you don’t want that.  Have you ever been in an experience that is 2-3 minutes long and you’re tired? There’s other times where you could sit there for hours. Even in restaurants and other places, think of places you can be there for a long time.  It’s requiring less brain power for you to be you and sit there. That is a real thing.

 

The next thing is understanding unions.  Unions are a part of what we do. They are apart of the events world.  Some people have their opinions some hate and love them. It doesn’t matter what matters is that they are apart of it.  For those of you that are anti-union, don’t go into a union situation and be a jerk. It doesn’t help you. Don’t try to go to the negotiations mat without respect from the people in charge.  This is their livelihood and the way of doing business. You chose a venue that has a union and you’re going to change it. You;re not going to put up and fight and they are going to give in.

 

LIsa:  If you’re willing to talk to your production company ahead of time, we have a good handle of this, certain towns have unions, others have less.  Just have that conversation in the beginning. Get some advice on that before you choose the prettiest coolest place.

 

Charles:  Totally, Chicago is notorious for having lots and lots of union.  It is what it is. They also have fabulous venues, centrally located, and a hub. There’s lots of reason’s to have a Chicago meeting, but know that when you work in chicago it’s going to be a part of life.

 

I have a client who did an event in Chicago and they were not aware of the cost the union would occur on the event.  I don’t need to speak numbers or names but it was a huge shock. They had already signed the deal, we were basically stuck there.  know the union situation. That has a huge impact on budget. The fees can be as large as the production fees.

 

Lisa:  Let’s talk about equipment.  Most event planners don’t know the difference in brands, but it matters.

 

Charles:  I don’t need to go into specific brands.  Each production company boasts they have the best brand.  Let’s look at vehicles: you have your regular american brands – Ford, Chevy, then you have your higher lines – Mercedes Benz, BMW, then you go even higher – Maserati, Aston Martin, then you have Lamborghini.  You don’t want to be using a go cart. A lot of companies they realize the meeting planner doesn’t really know so they show up with a go cart they bought from guitar center. Or they underestimated and rented the cheapest equipment.  

 

My perspective is there’s maybe 3-4 players in production

  1. High level creative companies that are full service production
  2. Mid level production company that own junkier equipment.  They take on small to medium shows but charge full service rates on junkier equipment
  3. Producer then who calls on different companies that specialize on things.  The producer knows the really good players and you don’t care because you trust them.
  4. Then there’s another kind of producer.  They are someone who pretends to be a production company and source out all of the production to one or many companies.  Which is to usually the 2nd company. They are trying to make as much margin as they possibly can on the show. They sell it for a market rate but bring in a second rate production group that does lower end stuff.  It’s so the lower end producer can make more money.

If you want us to take a look at who you are hiring reach out.  That stuff does matter. If you are tiny conference with a small budget, you’re not going to hire a group like us because we are way out of your budget.  If you are a large multi day conference and you are looking for people that can manage all the high level details that you probably would. We run into horror stories where people don’t realize what they are hiring.

 

Lisa:  If I went out on my own as a producer, I wouldn’t want to hire crappy people, even if it cost more I would hire a better production company because it will be a better experience.

 

Charles:  The other thing is being extremely picky with making sure that the crew is well trained.  For example I don’t mean just trained in the skill that the person should know already. Don’t be afraid to see some of the work that they have done.  The other thing is training in customer service. We spend so much time talking about customer service and communication. Unfortunately the production world is not focused on that.  The production world is generally focused on gear and knowledge and logistics. We built our business to be about the customer service experience. For those of you that are my competitors, listen up.  Read the book the Customer Rules by Lee Cockerell. I’m giving my secrets away.

 

Lisa:  I think instead of keeping the competition down get them to do better, it keeps us accountable to work on ourselves.

 

Charles:  Let’s talk about not doing enough pre planning.

 

Lisa: I just met with a client yesterday that said they rushed through rehearsal then during the show had issues with a video.  You need to make sure you save time to rehearse the show and that comes with making sure you have enough time in advance.

 

Charles:  That leads back to the first point we were making which is don’t be hasty when you choose your venue.  These are things you need to negotiate. Enough time. Before you sign the contract you can negotiate these things.  If you have to pay you have to pay. Budget enough time to load in/out and also to rehearse. Your executive team and leaders who are going to be apart of your event are not only going to feel special you invited them to a rehearsal but will also feel relieved when they walk on stage for the show.  It will be you who says it’s going to cost you a day in venue but if we’re not rehearsed what’s the point in general?

 

Lisa:  If the show does’t flow your money is in vain.

 

Charles:  Not having accurate drawings.  Lisa and I are sticklers about making sure the drawings are extremely accurate so when we show it to the customer and they show up on site there’s zero surprises.  Remember, this is a big one. Surprises are bad. I know when you were a kid you loved surprises but surprises when the client shows up are not good they are bad. A good way to fix that is to have good drawings that are accurate.  Even if they are not photo real have them accurate.

 

Lisa:  Also if you have the budget for it, do an onsite meeting.  Even if your shows in california and your production is in Chicago.  Take a day to fly out there and see the spaces. Sometimes there are hidden things you didn’t know about that day of could ruin things.  

 

Charles:  Don’t be afraid to ask your production company to do the drawings for you that include other elements.  “Can you do a drawing with chairs in it?” Don’t be afraid to ask because they will help you to see and not show up surprised.

 

Not requiring uniforms:  As the meeting planner organizer, make sure that everybody on the production crew are dressed professionally.  Ask your production provider how their people will look on site. That is huge. Last thing you want is your executive team saying “hey what’s with the guy in the hoodie holding the camera. We’re at an executive summit, no hoodies allowed.”

 

Lisa:  The branding aspect of it, especially if you’re in a venue with union, you want to know what crew you are talking to.  If they don’t have an identifying mark how do you know who is on the team.

 

Charles:  Some people will hire an independent security company going around making sure everyone is following the rules.  On certain shows I do that. I have an independent security consultant and make sure everyone is dressed properly and identified properly. When you are dealing with audiences and crowds you want to make sure everyone is safe.  I know I veered off on the safety issue but that comes back to a sharp looking crew.

 

Lisa:  On thing we’ve been really talking about as a team is, a lot of people go to their production company and share what they did last year and it was fine and want us to do the same thing.  We take a different approach, we ask how can we create a better experience. Everyone that comes to these yearly events already expects something new and exciting. If you’re production can’t come to you and help you to make it more engaging, it’s same old same old.

 

Charles:  People always ask what I do for work, people come to us to change their event game.  I think it’s important as a meeting organizer that you’re expecting out of your vendors and partners, we consider ourselves a partner, that they are bringing you new ideas.  You have to match that with a healthy budget. If you are expecting your production company or designer to bring you new ideas but you are a cheap-wad, they may not because they know you don’t have the money for it.  Make sure your appetite and budget are close to each other. I know they will not be the same, just make sure they are close to each other. Put the budget in the creative. We didn’t use to charge for the creative services, we’d come up with ideas, but I realized that is where the values.

 

Lisa:  We could be the nicest people and that’s how we won our customers, but if you don’t have any new ideas or anything different, why would people keep paying their friend if they don’t have anything new.

 

Charles:  Don’t take this the wrong way, you don’t want to get into the flavor of the month club where you are taking the wheel and trying to reinvent it.  Certain things like audio, if it’s working well don’t change it. When it comes to giving your audience a fresh new feel and look every year, it’s worth it.  You want to remember everyone who attends your event, you are competing with other things. Not only are those other things entertainment or discretionary income or family functions that could interfere with the need to go to the conference you’re putting on, remember you’re competing.  If every year they know it’s a treat to go, that makes a huge difference.

 

Lisa:  I’ve signed up for things and didn’t go back because it was boring, hopefully your conference doesn’t fall into that.

 

Charles:  We were just in our new presentation theatre and it’s funny to think about how many different ways you can put on an event, it’s unlimited.  We were watching the Adobe Max conference, the opening sequence was inspiring. We were like “oh my gosh it is possible!” Make sure you’re gathering inspiration from other things.

 

Lisa:  If you’re an event organizer look at things for inspiration.  See what other people are doing. If they are doing something cooler than you on the same week as yours…. Just saying.

 

Charles: Lisa and I are not involved in the operations side of the business.  That’s for good reason. It allows us to think about the customer and what they need and allows us to come up with new ideas.  The production and operations side of the business, they love when we hand them a new idea because they can draw it up and it’s cool.  They didn’t have time to think up things because they were busy at shows. Make sure as you’re working with your production company that you are being fed new ideas and they are staying up on the trends.  But do not sacrifice things that work. What else do you have?

 

Lisa:  Familiar team.  If you have a team you know and trust, can bring to any venue, and know what you’re getting that’s invaluable.

 

Also, a lot of people nowadays are looking at multi-year multi-event contracts and how can that help your business have a more consistent budget, product, and relationship with your production team.  

 

Charles:  There are economies of scale and they are cost saving.  There is a cost of going out and finding new business. It costs something.  If we have a multi-year agreement with someone, you’re removing the need to replace that business every year.  We are willing to give special perks and discounts so we are not worried about winning the business next year. It works fantastically for you as the client because then you can ask them to add value and save cost if you are guaranteeing them business.

 

Lisa:  DOn’t do that right away, just because you don’t know how you will work with a new company.  Do a trial event or a couple and if you like what we are doing, then let’s talk about it. You’re not going to get married on the first date.

 

Charles:  Some of our great wins have come that way, from starting out something small and realizing it works really well!

 

Follow EideCom

Follow Charles on Instagram Charlesevaneide

Find Lisa on Linkedin or email her at lisa@eidecom.com

 

 

Meeting Minds by EideCom

Episode 4: Mind Blowing Event Design

In our fourth episode, we meet with Becky Harris & Lauren Segelbaum of Event Lab. Since 1994, Event Lab has been your one-stop-shop for everything event decor, event planning, and event management. Whether hosting a small social event, planning a wedding, or getting ready for the biggest corporate meeting of your life, they will make your event unforgettable! Becky, the Founder/Owner, & Lauren, their Senior Event Specialist, share where to get the biggest impact for your budget (hint: it’s not silk flowers!), and other tips/tricks for giving your attendees a memorable experience!

Contact: BHarris@eventlab.net, LSegelbaum@eventlab.net, or for more information go to www.eventlab.net

HOW DID YOU START THE BUSINESS?

Pretty much by accident at home. I was doing a lot of volunteer events and meeting people in the industry. Pretty soon I turned it into an opportunity to make money. I was doing everything, but owned nothing. Pretty soon I had 50 glass vases in my garage and then props, big and small. So I had to get a warehouse space and some people!

WHERE ARE YOU AT TODAY?

BECKY: Today, we are one of the largest event companies in Minnesota. We have probably 18-20 full time staff members, lots of part time staff, and our event staff that are all independent contractors. And today I am part owner. I sold part of the business, because I didn’t want to stay up at 3 am worrying about everything.

LAUREN: I’ve been there for almost 12 years and have been in the business for almost 22 years. I was burnt out in my old career and decided to become an event planner. I have worked for non-profits, another agency, and then I started at EventLab part time and now 12 years later I am the full time Senior Event Specialist! We bring all the pieces together for the host to make the event as seamless as possible, so they can be a guest and be thankful at the end of the night that they were able to enjoy their event.

HOW DO YOU GET THE CLIENT’S VISION AND TURN IT INTO REALITY?

Every one of our Events Specialist is creative. When we interview for new event staff, you have to have a really strong right and left brain. Be creative and logistically capable to do the job with excellence.

HOW DO YOU COME UP WITH THE VISION?

A lot of the time they have some idea, whether it’s a theme or something like that, and then we ask the questions. Like, what has worked and what hasn’t? What’s your goal? What’s the profile of your attendees? Often when we get a theme, it can be subjective. So we have to ask the question, “What does this mean to you?” So we help them find their vision and then we transform a room based off that vision. If budget is an issue, then we ask, “Where do you want to have your ‘wows’?” At EventLab we all have our skill set. Some of us work better with big spaces or tabletops, but we aren’t just a design and decor company. We do a lot of off-property interactive experiences. People do not want to just sit anymore. Every dinner has to have an interactive piece, like auctions or wine-pulls, mystery boxes, etc. Entertainment is key. Not just a band on the stage but conversation entertainment, roaming entertainment, outside or in the pre-function entertainment.

SO HOW DO YOU HELP CLIENTS WHO DON’T KNOW WHAT THEY WANT?

We send renderings all the time! People are way more visual these days. So instead of sending lengthy proposals, we are using mood-boards using Photoshop. Like we do custom bars, but everyone wants to see what that would look like with their logo and branding, so we send that over to the Photoshop team, then to the client, then back to the Photoshop team to edit it.

IF SOMEONE CAME TO YOU SAYING, “I HAVE A LIMITED BUDGET. WHERE SHOULD I PUT MY MONEY FOR THE BIGGEST ‘WOW’?” WHAT WOULD YOU SAY?

That is an excellent question. It depends on what their goal is for the event. It could be the entrance or the stage. If they’re going to be watching a show or be in a theatre style setting, it would have to be on the stage.

WHAT ARE SOMETHINGS PEOPLE CAN DO TO GET THE BEST BANG FOR THEIR BUCK?

I think that is where you guys come in (EideCom). Lighting has taken on a whole new trend. Lighting elements and all you can do with it is amazing. The one thing I always notice at an event is how great (or bad) the lighting is. Whether it is patterns moving on the wall or it is stagnant. That is probably going to be the best bang for your buck.

CHARLES’ TIP: When we are doing an auction, we make the room super dark while the auctioneer is talking, so it requires the attention to go right to the stage, but when it is time to start the bidding the room lights up and it gets people excited. We create lighting cues.

WHAT ABOUT FLORAL? PEOPLE EITHER SEE IT AS A NECESSITY OR THE LEAST IMPORTANT THING ON THE LIST.

It depends on the demographic of the group and who is spearheading the event. There are some planners that love floral and we love planners that love floral. Floral has changed. I think people are wanting more natural elements, like just picked or garden-style flowers. MYTH: You are not saving money by purchasing silk flowers. We use silks when things are high, like if it is from the ceiling or up on a column, because you get a bigger bang and you don’t have to worry about wilting or drooping. An event should satisfy all of your senses. One client of mine wants a wellness room, a place for her attendees to relax. So we are bringing in massage therapists, we have massage chairs in our inventory, and lots of eucalyptus. Very spa like. We are a jack of all trades. We do hospitality suites, transportation, and so much more.

HOW DO YOU DECIDE WHAT TO KEEP AND WHAT TO THROW AWAY AFTER AN EVENT?

We reuse everything! Say you wanted a carnival themed party, we already have the tents, the custom toppers, etc. We make sure everything looks like we just bought it. We have a lot of furniture, that is a trend that is not going away. People now what creative alternative seating. We are constantly getting new stuff, and having to remove stuff. Our warehouse is a revolving door. Sometimes we try to see if another company wants it, sometimes it goes Craigslist, sometimes people just take it home! We’ve noticed new trends in furniture, where it is no longer soft, white, lounge pieces, but Mid-Century Modern styled. We have to constantly be turning over our inventory at our warehouse in Eden Prairie.

WHEN IT COMES TO BUYING NEW STUFF, DO YOU BUY FOR A SPECIFIC OCCASION OR WHEN YOU SEE SOMETHING YOU MIGHT NEED IN THE FUTURE?

Usually for a specific reason, but lately we’ve been buying in bulk if it is something we notice we are using over and over again. The warehouse is only so big so we have to be mindful of that always.

WHEN IT COMES TO DECOR, WHERE ARE YOU GETTING THE BEST BANG FOR YOUR MONEY?

Since we inventory so many linens, it is easy to do that. But it really depends on your budget and what you think is important. Some people are fine with hotel linens and others want that to be the statement piece. I think color really makes an impact, whether that is in your linens or chair covers or whatever.

COULD YOU GUESS HOW MANY LINENS YOU HAVE?

Thousands. Every color of the rainbow and in several different sizes. If we don’t have the color or shade you are looking for, we will find it.

HOW ARE YOU BALANCING BUDGETS?

Everyone has a budget. So we try to figure out their range. We don’t come in and say here is the fee for us to produce your event. We bring in a mood board and share the price. Then they can say, “oh I don’t want chair covers” or “I like this but can we do it for less?” And that is hard. Sasha Souza says, “It’s not my responsibility to pay for your event,” and that is very true. We are in an industry that brings a bit of a sticker shock for people who haven’t done this before, like weddings, but most corporate clients have a pretty good understanding of costs. The best thing about working with an event professional is that the client might have a vision but we can work through all the logistics. You need to work with professionals that know how to bring in the right elements and still achieve the vision you have.

DO YOU FEEL LIKE IF A CLIENT COMES TO YOU WITH A BUDGET, YOU CAN BETTER HELP THEM MAKE THE MOST OF IT?

Definitely. Since we have so much in our inventory and we have a great selection of big and small props, we are able to adjust, improvise, and even throw a few things in here and there to make the event better than they expected.

HOW DO YOU HAVE THAT CONVERSATION WITH A CLIENT THAT DOESN’T UNDERSTAND BUDGET OR COSTS?

It goes back to, “Where do you want to create your ‘wow’?” We could do a great stage design or entrance and use the hotel linens or whatever. But we have to be honest and tell them we can’t do it all with that budget, so find out what’s important to you. We try to educate in the most polite way possible, but sometimes we do have to be blunt.

DO YOU EVER HAVE CLIENTS YOU THOUGHT HAD A GRAND BUDGET AND THEN COME TO FIND OUT THEY DON’T?

Oh yeah. Especially with the big conventions that come to town. They used to have great budgets, but now they are cutting back a lot. I’m surprised by how little the big Fortune 500 companies here in Minneapolis will spend locally.

HAVE YOU EVER HAD SOMEONE COME TO YOU SAYING, “I DON’T CARE HOW MUCH IT COSTS, MAKE IT AWESOME”?

Yes! It was at the International Market Square building for an audiologist conference and the more I’d suggest, the more they loved it! They wanted every room to be decorated and tons of entertainment. Two different bands, a lady swinging from the ceiling, a gospel choir, and more!

WHEN IT COMES TO THE FUTURE OF EVENTLAB, WHERE ARE YOU HEADED?

That’s a good question. We have goals of growing, but we aren’t aggressive about it. We are looking to do quality, fabulous events for each company. Each client gets an individual design team working with them. So we want slow growth with quality. We have a team we are really proud of, from the delivery staff to our President of the company. We are very invested in our clients and we care about who is entering into our client’s business. Whether we are entering Aria or the Hilton hotel, that is someone’s home and we want to be respectful if it.

FINALLY, WHERE CAN PEOPLE FIND YOU?

Our website is www.eventlab.net and we are on Instagram, @eventlabweddings and @eventlabmn. We are @eventlabmn on Facebook, Instagram, and LinkedIn, but we do work all over the United States.

 

Meeting Minds by EideCom

Episode 3: Mistakes In The Events Business

Whether you have an internal events team or not, hiring a dedicated event professional to help with logistics and day-of is a must! On this episode, we chat with Kalsey Beach & Hannah Hegman of Do Good Events, an event and staff planning company that specializes in corporate, non-profit, and social events. Kelsey is the President of Do Good Events and Hannah is their Senior Events Manager. They fill us in on common mistakes, and give us tips on how to ensure your day-of is a huge success (and a weight off your shoulders!).

Contact: Kalsey@dogoodevents.com, Hannah@dogoodevents.com, or check them out at www.dogoodevents.com

 

KELSEY, WHY ENTER INTO THE EVENTS BUSINESS?

Like most event planners, it runs in my blood and honestly gets my adrenaline going. The name “Do Good” really speaks to what we want to bring to the event world, the community, etc. We want to bring people together, cultivating community, building awareness, and creating memories.

 

WHAT MISTAKES IN PLANNING OR EXECUTING AN EVENT HAVE YOU’VE SEEN?

  1. Lacking a Leader. When there is no official leader on site to make sure the event is set up for success the host can no longer be the host and enjoy their party. This often happens when people aren’t doing enough planning/pre-production. We often see this with our clients who are planning their first event or gala and they don’t realize all the little details that need to be planned, like who is picking up the silent auction items. This is where we step in and guide them with a checklist with everything that has to get done.
  2. The Post-Event Marketing. Planning goes much beyond the event! You need to thank your sponsors and vendors, get your traction on social media – do recaps, post photos, and figure out tear down plans, etc.
  3. The Pre-Event Marketing. Social media is a huge place for that. Use Influencers! *More below* Having a silent auction? Put it online and start the bidding a week ahead of time! That expands your opportunity to fundraise and reach the people that cannot be there. Also, it prepares people to spend money at the event.
  4. Event Theme/Brand. We’ve seen people not do it all or be really inconsistent with it. It creates recognition for your guests, so it should be clear from the moment they receive a save the sate to the post-event things.
  5. Hurdles. If you want the most people to show up, you need to remove all the hurdles. So you need to start planning early enough. If you wait too long, people will already have an event on the calendar. Think of who you are going to invite and make sure the date works for them. If it’s teachers & students, the first week in June probably isn’t a good time because they are wrapping up the school year. Think of their location. Where are the people you are inviting located? Will they be hitting rush hour? Once they get there, is it easy? Is their parking or valet? Valet is a great sponsorship opportunity! You could give them a short little script like, “Tonight’s valet is sponsored by…” Think of all the different hurdles there could be and remove them.
  6. Ambassadors. Have people that are your sales folks and encouraging others to go to the event. Don’t just send an email and open registration. You need to make those personal requests and say, “I want you there and I want you to bring three guests.” That is how you expand your audience. Also, UTILIZE SOCIAL MEDIA. *see trends below*
  7. Starting Too Late. You can always make something happen, but the quality of your event and the control you have over your event increases with the more lead time you have. AT LEAST put a date and venue on hold and then figure out the details. Also, add times for buffers between deadlines when planning and recognize what season of events you are in. If you are planning a gala in the middle of your region’s gala season, then you are competing for everything. This impacts what vendors and sponsors you can have, and your audience! Some people are attending galas or 5ks weekly! So what is going to make yours stand out?
  8. Ask big. Don’t be afraid to ask others to give big or sponsor big. Know the worth of the exposure your sponsors are going to receive from your event. Plus, it is an honor for them to be asked and be seen as someone that could give that much.

WHEN SHOULD YOU START PLANNING AN EVENT?

As far out as possible is ideal! We get calls at all different points of the process, typically when our clients have hit a pain point. Like, when they don’t know where to start or they are halfway through planning and it has become too overwhelming or they aren’t gaining enough traction.

WHAT ARE THE TRENDS IN THE EVENT INDUSTRY?

Events in general have become so trendy. There are 1.8 million events in the United States every year and the economic impact is huge!

CONSUMER IMPATIENCE. We make sure that at all of our events our check in and check out time is fast. So from a pre-planning side, we make sure we will have enough systems, tools, and hands on deck that at check in/out no one is waiting.

CHECK IN TIPS:

  1. Have enough staff or volunteers. There should be 1 person for every 50 guests.
  2. Give enough time to train your staff and volunteers. Let them know whats expected from them.
  3. If you have a packet or hand outs for each guest, move that to a different spot! For example, at a 5k, do check in at one spot with the t shirt pick up at another. This keeps people moving.
  4. Know who will be attending! If you have to make name tags at check in or assign bidding numbers in the moment, that is going to really slow down the check in process. When you put forth the pre-planning hours to know who is coming, what meal they want, etc, it expedites the process and creates a better experience for the guests.
  5. When applicable, create an incentive for early arrivals. Like, the first 50 people get a special swag item or if it’s a VIP ticket, which might be more expensive, but they receive an hour of an open bar. Therefor, you are getting more of your guests in the door. Strategies like that really help.
  6. Have clear signage! Registration or check in tables should be clearly marked, not just at the table, but where the line starts, especially if each table is designated for a specific ticket type. For example, VIP Check In or Late Registration.

If you know lines will form at your event, then make sure your line is part of your consumer experience! We love to have champagne passed through the lines, or a roaming entertainer, like a magician! Also, have your staff trained to be “way finders” to make sure people are in the right line or leading them to a shorter line. Often, we will send staff into the line to do mobile registration. No matter what you need to have a contingency plan, something to fall back on if your lines start to get longer than predicted. It is important to take a pulse of your line, so pick a person and time how long did it take them to get to the front of the line.

PERSONALIZATION. We will often ask the question, “How is this event going to be personal? What can we do?” In the past we have done polls to gage interest in sessions, in the menu, or to find out what that persons favorite candy is to surprise them with a welcome gift that is specific to them. Anything you can do to make it more memorable for each person attending. Think back to childhood, when you left a birthday party you always judged the treat bag! You either loved it or hated it and it is the ending of the party, but the first thing you think back to.

SUSTAINABILITY. Like in digital swag bags, which essentially include all the paper coupons and info you would normally get, but in a .pdf or on a website. This saves time during check in or check out, saves your sponsors money on printing costs, and obviously saves trees. Plus, we are all already on our phones so it is convenient and with it being such a new concept people are more intrigued to find out what’s in it. Besides that, we’ve seen events or galas with recycling or compost on site. Energy sufficiencies in general are really huge right now. We are working with more venues that are LEED certified, which stands for Leadership in Energy and Environmental Design. Another increasingly popular piece to have is an LED wall. Instead of printing a banner or many banners, you can have an LED wall with rotating images. We like to incorporate these new and exciting elements into events to elevate the guests experience.

LOCAL ELEMENTS. Like in the components of your swag bag or what you are giving away as prizes. Being mindful of your swag bag pieces are very important. For example, if you have a lot of attendees that have traveled to be there having big water bottles or cups might not even make it home with them. Think through who will be using it and how. Also, with your food and beverage. Vegan, vegetarian, and the desire for local produce (CSA, which stands for Community-supported agriculture, is a system that connects the producer and consumers within the food system) has become a huge trend in our culture. People now want to know where there food is coming from. Ideally, we would like to know who is vegan or vegetarian before the event so we can plan for that. But we wouldn’t recommend doing an only vegan or vegetarian menu, unless it aligns with the mission and that is communicated appropriately prior to the event. You need to know your audience. Plus, nowadays there are so many extreme diets and restrictions, like Paleo or Keto, and people are expecting these events to adhere to their diets. So communicate to your audience what you will or will not accommodate to.

ENGAGING THE SENSES. We typically check off the boxes of making sure everyone can hear the event, see it, and they will taste good food. But what about smell? How do you make it smell good in the rooms? What about touch? What tablecloths are you using, linens or ones with texture? You want to think through all the little pieces that will engage your attendees senses; see, hear, taste, smell, and touch. Have a mixologist, a person who is skilled at mixing cocktails and other drinks, at your event is great. There is something about seeing the drink made, taking a sip where you smell the cinnamon stick or the orange peel or they add a little smoke on the top. So keep in mind the pairing of foods. Brews & burgers, bubbly & breakfast. These little pairings really stimulate taste and touch. There are several small ways to engage the senses without using a scent machine if that is not applicable for your event.

INFLUENCERS AND SOCIAL MEDIA. These social media influencers at your events can be just as impactful as a celebrity. So whether that is having them share a session at your event or posting about your event on line, the impact is huge. You can also start your auctions online now! *Check out mistake #3 above to see how impactful social media is.*

NONTRADITIONAL EVENTS: People are moving away from the traditional galas. There is a need in the market for a more approachable price point. Fund-raisers vs Friend-raisers. Sometimes you need to get that younger professional into the room, which raises a little less money, but the goal is to move them up the donor-pipeline later. Or do a two part event, a conference then a social hour after. You can come (or buy a ticket) to one or the other or both! Think out of the box about what an event is supposed to look like.

HOW DO YOU PLAN FOR BAD WEATHER OR OTHER CONTINGENCIES?

Since we have most of our events here in Minnesota, we like to have a Plan A, B, and C. Indoors or outdoors, it is something to think about. That level of communication is so important and where the pre-planning comes. Do you have contact information for your guests? Do you have a Facebook event page already made or website? That is the most important thing, letting your guests know the plans as you know them. Your guests want to plan.

Snow can be hard to work with, but for your events in the Spring or Summer with rain, you can use those as opportunities! If it is raining send out volunteers with umbrellas to escort your guests! This could elevate your guests experience. But again it goes back to your pre-planning. Do you have 25 umbrellas around? Did you think about that? What about golf tournaments? Do you have sunscreen and bug spray available? Think of the elements not as challenges, but as opportunities to surprise and delight! Plus, these little luxuries can be sponsorship opportunities, like putting their logo on the umbrella.

When you are doing your walk throughs, be mindful about how the place will feel if it is really cold out or hot, snowing or raining. Especially since most of the time you are doing walk throughs months before the event when it’s a different season. Things to think about that you might not at the time: coat racks, slippery spots in the doorway, extra tents outside for shade.

FINAL THOUGHTS…

Take a moment at the back of the room to take in your event! All the planning has culminated into this moment. Also, take notes at other people’s events! What are their surprise and delight moments? What did you like and didn’t like? Be a constant learner, celebrate the victories throughout the process, and don’t get comfortable! It is always good to push for more.

 

Meeting Minds by EideCom

Episode 2: Hotel/Venue Traps to Avoid

Have you ever considered taking your event out-of-state? Do you already travel around the country for your events? Today’s episode is all about making your out-of-state event a success! Charles & Lisa talk to Gina & Anna of Nexstar Network, a member-owned organization that helps educate, coach, and train business owners in the trades. Their events move to new locations each year, so they give us tips on picking locations, how to maximize your dollars with the venue, and which partners should travel with you. Contact: Ginab@nexstarnetwork.com, Annar@nexstarnetwork.com, or check them out at www.nexstarnetwork.com

 

HOW DO YOU PICK THE CITY YOU WANT TO HOST YOUR EVENT?

We look at the downtown area. Our CEO, Jack Tester, loves a vibrant downtown. We want places for our guests to be able to walk to, fun activities for them to do, and great places to eat and see. If not, we want a shuttle near by or other transportation. We look at the quality and service of a hotel. We are not loyal to a brand, but lately we’ve been liking J.W. Marriott & the Hyatt for our larger events. We also check the distance from the hotel to the airport. We do not want our guests to land and then have to drive two hours to get to us. Also, meeting space. We need so much space. We’ve put together a calculation a few years back. It is 34 square feet per person, which is a lot, but we don’t want to feel uncomfortable. Then, we have a list of things we’ve used in the past that we will need, like a meal space, break out spaces for each department, etc. and we reference that for every event we do.

 

HOW ARE YOU FIGURING THIS OUT SINCE YOU ARE LOCATED IN ST. PAUL? ARE YOU FLYING TO THESE CITIES, DOING A LOT OF RESEARCH OR WHAT?

We have hotel reps, which are like Account Executives for each hotel brand, that we use. We put together an RFP, Request For Proposal, with all of our needs (room nights, meeting spaces, etc) and we send that to the hotel reps and from there they will recommend a hotel and send us availability. We do not like using third parties, because we really like having those personal relationships with the hotels reps. Also, the third-party gets commission, which causes the hotel to see our business as not so lucrative for them. Plus, the loyalty that develops when you are working with the same person year after year creates a great working relationship.

 

ARE THE HOTEL REPS VERY RESPONSIVE OR..?

The hotel reps are amazing! It is working with the actual hotel that can be hard. Like some hotels we can’t get into, because we don’t have enough room nights, so they won’t even look into our proposal. Like Austin, TX, we really want to get into there, but you need a minimum of 1,000 room nights to get in there and we are at about 7-800. Nashville and Austin are really hard to get into.

 

DO YOU EVER GO TO LOCAL BUSINESS/CITY BUREAUS, LIKE MEET MINNEAPOLIS, TO GET INTO A HOTEL OR CITY?

That is more like a DMC, Destination Management Company, which we could go to, but I don’t think they have as much pull as the hotels. Sometimes, the hotels will actually use them to try to win our business. One time, we went to meet with the hotel and they had a rep from their local city bureau ready to share with us why they think their area would be a great fit for our event. So they work more with the hotel to get us than with us to get the hotel.

 

ARE YOU WORKING WITH A NATIONAL REP FROM THAT HOTEL BRAND OR ARE YOU CALLING LIKE THE CATERING OR EVENT MANAGER AT A SPECIFIC HOTEL TO WORK THINGS OUT?

We work with a national rep. When we’ve narrowed down on a few hotels, our rep will put us in contact with the right person at the hotel.

 

HOW DO YOU START THE DIALOGUE WITH THE NATIONAL REP AND WHAT DO YOU DISCUSS? HOW MUCH DETAIL DO YOU PUT IN YOUR RFP’S?

Before we send those out, we’ve met with our national hotel reps several times. So they know our business and what we are looking for. Then, the RFPs go into further detail about what we need for that specific event. Like, the space outlined, what class are taking places, how big those classes are, any breakouts needed, hours of the class time, any concessions that we are really hard on, and room block details. Like how many king or queen rooms we need. We are very specific about that. If it is a management level event or a technician level event we need different styles of rooms for our guests. We get a lot of questions back from the hotels about that, but it helps us to weed out what hotels are going to work for us and which won’t.

 

HOW DO YOU DETERMINE WHAT YOU NEED IN A HOTEL BLOCK?

We have a really good formula built up. We look at how many people are budgeted for each class and then we take 30% off the top. We’ve noticed that about 30% of people either don’t come, already live in the area, or they share a room. A lot of our technicians will want to share rooms to save on costs. We have not gotten into any attrition, that’s the thing we don’t want to get into, because we contract so many events across the country that we want to be good stewards of our members money.

 

DO THE MEMBERS PAY YOU OR THE HOTEL DIRECTLY?

They pay the hotel. We orchestrate everything and do the negotiating. Two new things that we are doing in our RFPs this year is that we are asking for a 2% rebate to our members’ master account, because a lot of hotels want to show on paper that there room rates are a little higher, which is okay, and if we don’t have any wiggle room for the room rates we can at least get a credit to our members at the end of it. Also, we are going to give preference to the hotels that give us 75% attrition vs 80% or 90%. The other thing I wanted to throw in is AV. We do lay those details out in the RFPs. For our smaller events, we will use the local AV company, but for our larger events we are happy to say that we use EideCom!

 

I’VE HEARD HOTEL NEGOTIATIONS CAN BE PRETTY FIERCE, CAN YOU TELL ME ABOUT THAT?

I see it as a challenge. When we start the proposal process with the hotels you begin a relationship with them. I know that we are a great piece of business and our members are a fun group of people. Hotels love us on site. Our guys are great and we are going to bring them a nice piece of business so we are asking for some back. It helps that our hotel reps know us. We don’t cancel, we fill our blocks, we spend way more money on food and beverage, we overflow our blocks, our members like to go out, drink, and spend money. We ask for a lot of concessions. Like, F&B, food and beverage, which we usually ask for 20% off the top. We might not always get it, but something is better than nothing! We can’t negotiate plus plus (the tax that hotels charge). We have a list of about 25 concessions that we always ask for. Like, a two-way cut off for our hotel block, which gives you two weeks prior to the start of the event to book your room at the negotiated rate. But, if the block fills, the hotel can do whatever they want. For the most part, they will honor the negotiated rate if it is in the two-week mark. So we try to negotiate two weeks prior. We do 10% off AV. We do 80% attrition and this year we are giving priority to the 75% attrition. We do discounted staff room rates, meeting planner points, welcome amenities, suite upgrades, and more. We also have a lot of contractual addendum’s. Like, a mutual cancellation policy. So if I cancel on the hotel, the amount is the same as if the hotel cancels on me. We’ve never had to cancel an event, but if we were to, we want to be protected. Or if the hotel decides to cancel on us, we are in a really bad situation. We also do a meeting space clause, which means the hotel cannot move us without our written permission. We also do a no walk clause. Some hotels, if they over book they will bump you, so this clause states that if they over book they have to bump other people and not our members. We also do not pay for meeting space. We work it into our food and beverage minimum. Another tip to save money: negotiate that all your packages will be delivered for free! Hotels will charge you hundreds of dollars if you get something delivered there.

 

HAVE YOU EVER DEALT WITH UNIONS?

Oh yes. We’ve had a lot of issues with unions, so that is something we look at upfront when we are selecting hotels and venues. If they are union, we do a lot of research and look at their history, because we have been burned, where the management staff is amazing, but the banquet staff (the staff that is union) that has to execute the work won’t follow through, so we end up being on site labor. Plus, the prices you pay at a union hotel are crazy! We try to avoid unions. We do not want to pay the extra fees. The plus plus is enough. As a rule of thumb, we estimate plus plus to be a minimum of 32%.

 

WHAT IS NEGOTIABLE?

Food and beverage and AV for sure. Especially, if you have history with the hotel and can prove your F&B budget and room block, they can work with your budget.

 

WHAT OTHER THINGS HAVE YOU LEARNED TO NOT OVERLOOK?

When you start negotiating, always look into your rigging costs. Any type of license or permits that’s needed from the hotel side, like if you need a security guard or someone overseeing stuff, that can be upwards of $5,000, so I ask for the production guidelines from the hotel before a site visit and send that to EideCom, or the production team, and they let me know what the event will actually cost. That way you are not getting a surprise bill later on.

 

WHAT ABOUT THINGS LIKE POWER AND INTERNET?

I ask the hotel right away what that will cost. For internet, we do not provide wi-fi for all of our members, because it is crazy expensive, like $50,000. We do provide it for the production team and we put it out at the registration desk and then we negotiate wi-fi in members room. So they do have free wi-fi while they are there. We don’t want them on their phone all day anyways, but we do have a lot of members ask about it.

Another thing to check when you are negotiating is construction. It is always good to know if there is any planned construction and what they can do to work around that for our guests. It is also important to know who else is going to be at the hotel. We don’t run into this problem very often, but with our smaller events when we aren’t taking up the majority of the hotel or meeting spaces, you do not want to be in a room next to people having a party when you are trying to have a focused, thinking time with your group, which has happened to us. We ended up having to move rooms overnight.

Another thing to think about, we like to contract out a year and a half to two years for our really big meetings.

 

ARE THERE ANY CITIES YOU WOULDN’T RECOMMEND?

Las Vegas and New Orleans, because there are so many distractions. We still go to New Orleans but we are more thoughtful about where we go and what our itinerary is. Also, Canada is hard, because now you need a passport. But once we get there, everything is so much cheaper.

Another thing we think about is the weather. Like, don’t book an event in Florida during hurricane season. We’ve thought about having an event here in Minnesota, but there is no hotel that is big enough for our Super Meeting. We would have to book two hotels, one for overflow, and we don’t want to do that.

 

LET’S TALK ABOUT THE THINGS THAT YOU THINK ARE THE MUST DO’S FOR PLANNING AN EVENT OUT OF STATE?

  1. You have to do a site visit for a large meeting. See how people treat you, how the food is, what does the meeting space look like?
  2. Check the cost of flights! If it is hard place to get to, like there isn’t an international airport nearby and flights alone are $1,000, people probably won’t want to pay that, plus a hotel and more.
  3. Location. You don’t want to be in a weird or unsafe area that makes your guests uncomfortable
  4. Put together a check list that is full of things that are important to you and your business and make sure everything checks off while you are there! It’s a process to put together a good contract, but when you give it the time you need the outcome will be so much better. Have a very detailed person and even a lawyer look over it.

 

ARE THERE ANY BIG RED FLAGS YOU SHOULD BE AWARE OF WHEN TALKING TO A HOTEL?

For the most part, the hotels want your business, so they won’t try to pull a fast one on you. I would just be sure to look at the cancellation policy.

It is key to build trust between you and the hotel reps and staff!

 

WHY DO YOU CHOOSE TO WORK WITH A PRODUCTION COMPANY THAT WILL TRAVEL WITH YOU INSTEAD OF THE IN-HOUSE PRODUCTION CREW?

We want a team that knows our content, our people, the way we think, our membership, so that we can work easier together and the level and quality of equipment that a production company, like EideCom, owns is so great. On top of that, there is a level of trust that builds. We trust you guys to take care of us and our members. And honestly, it is not that much more expensive, if any at all!

All of our vendors leading up to a big event, we are very loyal to them and they are very loyal to us. Events are all about the little details, so for us, we have so many things going on, it is such a load off of us to work with people who know all the little details!

 

Contact: Ginab@nexstarnetwork.com, Annar@nexstarnetwork.com, or check them out at www.nexstarnetwork.com

 

 

Meeting Minds by EideCom