by Kate Sutherland
Everyone loves a good event. So how do you plan one that attracts guests and generates buzz for your client or product? There are five things to keep in mind when planning an event – from the obvious (the venue) to the often overlooked (where is the bathroom?). Whether it’s an intimate luncheon or a VIP party with Paris Hilton (as VOLLMER just pulled off at Bungalow 8 in New York City), it’s important not to forget the small stuff!
To drink or not to drink?
Cocktail reception, lunch, dinner or gala? Choosing the appropriate type of event is the key to success. First ask yourself WHO is my audience: media, friends, shareholders, partners, VIP’s? Then, WHAT are they interested in: a presentation, mingling, or intimate one-on-one meetings? Finally, WHEN are they available?
Location, Location, Location
After deciding what kind of event you will have, choosing a location is the next step. Where are the majority of your guests coming from / going to at that particular time of the day? Pick a central location that is easy to get to (or is easily accessible by public transportation in certain markets). If parking is limited, coordinate a valet with the venue so guests are not dissuaded to just “stop in.”
The Perfect Place
Nothing is more uncomfortable than being squished in a room with 100 sweaty people or arriving at a black tie event wearing a purple sundress. Make sure you pick the appropriate size, space and atmosphere.
For the appropriate size, first determine how many guests you anticipate. Remember, there is always someone who brings an uninvited (and sometimes unwanted!) guest; be sure you are able to accommodate extra people if needed. If a space feels too big or too small, it probably is. Ask the venue how many people were at the last party in that space to give you an idea.
Atmosphere is easy – match your guests’ personality to that of the space. If you are meeting to discuss business plans, you will want a quiet, upscale location. To show the wild side of Texas, host a party like we did for Texas Tourism at Hill Country Barbecue in New York City, where guests were able to ride a mechanical bull!
The Nitty Gritty
Once the venue is selected, it’s time to negotiate all the details. This is where events usually fall apart at the seams. No question is too minor, as everything should be negotiated upfront. Here are a few items to discuss with the venue and your client:
· food/catering /drinks
· audio and visual
· decorations
· check-in
· table seating
· extra tables and chairs
· coat checks
· parking / accessibility
Getting Guests There
The key to a successful event is good weather and a lot of luck (just kidding). It’s planning in advance. Get an electronic "Save the Date" out early, and follow up with print invitations about a month before your event, giving guests at least three weeks to RSVP. Be sure to indicate if guests are invited and HOW to RSVP. As the event gets closer, send one or two reminder emails with all information, encouraging RSVPs. MOST IMPORTANTLY, on the day of the event, send a “friendly reminder” email with location, time and directions.
Regardless of the event, planning is key to success. When in doubt, call in a professional – it will save time and money in the long run. Good luck!
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