Special Events: Creating and Sustaining a New World for Celebration

2014·12.07 MB·English

by  Joe Goldblatt

Title Page Page: iii
Copyright Page: iv
Contents Page: vii
Foreword Page: ix
Preface Page: xi
New Challenges and the New Opportunities Page: xiii
How This New Seventh Edition Is Different Page: xiv
Supplemental Offerings Page: xvi
How to Use This Book Page: xvii
You Are the Next Generation of Event Thought Leaders Page: xix
Conclusion Page: xxi
Acknowledgments Page: xxiii
Part 1: Sustainable Event Leadership Page: 1
Chapter 1: Welcome to a Changing World Page: 3
New Challenges and New Opportunities Page: 7
Growth Opportunities Page: 8
The Event Planning Profession Page: 12
Event Planning Subfields Page: 14
Stakeholders Page: 21
A Professional Model for Event Leaders Page: 22
Change, Creativity, and Innovation: The Three Constants in Event Leadership Page: 23
Developing Your Career Page: 28
Challenges and Opportunities Page: 33
Getting Focused Page: 36
How to Use This Book Page: 36
Summary Page: 40
Key Terms Page: 40
Career Connections Page: 41
Next Steps Page: 41
References Page: 41
Chapter 2: Models of Sustainable Event Leadership Page: 43
Research Page: 44
Design: The Blueprint for Success Page: 53
Project Management Systems for Event Planners Page: 58
Planning Consistently Professional Events Page: 59
Coordination: Executing the Event Plan Page: 63
Evaluation: The Link to the Next Event Page: 64
Communication: The Tie That Binds All Stakeholders Together Page: 66
Synergy: Linking Administration, Coordination, Marketing, and Risk Management Page: 69
Corporate Social Responsibility (CSR) Page: 69
Summary Page: 73
Key Terms Page: 73
Career Connections Page: 74
Next Steps Page: 74
References Page: 74
Part 2: Event Orchestration Page: 75
Chapter 3: Composing the Event Plan Page: 77
Designing the Event Environment Page: 79
Five-Card Draw: Playing the Five Senses Page: 80
Identifying the Needs of Your Guests Page: 85
Securing the Environment Page: 87
Effectively Manage the Event Environment Page: 89
Themed Events Page: 102
Inspiration and Perspiration Page: 106
Summary Page: 111
Key Terms Page: 111
Next Steps Page: 112
References Page: 112
Chapter 4: Human Resources and Time Management Page: 115
Leadership Styles Page: 117
Leadership Characteristics Page: 117
Human Resource Management Page: 124
Time Management Page: 130
Organizational Charts Page: 131
Developing Policies, Procedures, and Practices Page: 133
Summary Page: 136
Key Terms Page: 136
Career Connections Page: 137
Next Steps Page: 137
References Page: 137
Chapter 5: Sustainable Financial Leadership Page: 139
Budgeting Page: 141
Producing Profit Page: 147
Controlling and Reducing Costs Page: 150
Ensuring Positive Event Cash Flow Page: 150
Accounts Payable: Finding the Best Terms Page: 151
Barter/In-Kind Payment Page: 153
Common Event Financial Challenges and Solutions Page: 154
Foreign Exchange Rates Page: 155
Typical Events Budgets Page: 158
How to Manage Your Finances During Turbulent Economic Times Page: 165
Summary Page: 167
Key Terms Page: 167
Career Connections Page: 168
Next Steps Page: 168
References Page: 168
Part 3: Delivering on the Promise Page: 169
Chapter 6: Vendor Partners, Contracts, and On-Site Production Page: 171
Creating and Implementing the Design for Your Event Page: 173
Developing Appropriate Resources Page: 173
Contracting Your Vendor Partners Page: 179
Other Agreements Page: 185
On-Site Coordination Page: 190
Catering Management Page: 190
Coordinating Catering Operations Page: 196
Coordinating Technical Production Resources (Audiovisual, Lighting, Sound, and Special Effects) Page: 206
Conducting and Analyzing the Event Site Inspection Page: 208
Determining the Production Schedule Page: 209
Summary Page: 212
Key Terms Page: 212
Career Connections Page: 213
Next Steps Page: 213
References Page: 214
Chapter 7: Marketing and Integrated Communications Technology Page: 217
The Five Ps of Marketing Page: 219
Internal versus External Event Marketing Page: 224
External Event Marketing Page: 225
Event Promotion Techniques Page: 228
Internet Event Marketing Page: 233
Online Consumer-Generated Media (CGM) Page: 235
Internet Marketing for Events Page: 235
Web Design and Management Page: 239
Start Your Engines: Creating Greater Marketing Thrust through Commercial Sponsorship Page: 242
Commercial Event Sponsorship Page: 242
Evaluating Your Event Marketing Campaign Page: 250
Summary Page: 254
Key Terms Page: 255
Career Connections Page: 255
Next Steps Page: 255
References Page: 256
Chapter 8: Risk Management: Health and Safety, Legal, and Ethical Safeguards Page: 259
Introduction Page: 260
Risk-Averse Procedures Page: 262
Differences among Morals, Laws, and Ethics Page: 273
Common Ethical Challenges in the Special Events Industry Page: 273
Developing Special Events within Events Page: 278
Organizing and Conducting Spouse and Partner Programs Page: 279
Complying with the Americans with Disabilities Act and Similar International Laws and Regulations Page: 280
Future Trends in CSR Page: 282
Why Is CSR Important in the Special Events Industry? Page: 283
How You May Contribute to the Evolution of CSR with Your Future Events Page: 284
Summary Page: 290
Key Terms Page: 290
Career Connections Page: 290
Next Steps Page: 290
References Page: 291
Part 4: Traditions and Trends Page: 293
Chapter 9: Virtual Events Page: 295
Virtual versus Live Page: 296
Distance or Blended Learning? Page: 301
Creating New Event Revenue through Webcasts and Webinars Page: 301
Tracking and Encouraging the Progress of Learners Page: 303
Marketing Online and Virtual Events Page: 304
Old Wine in New Bottles? Page: 305
The Future of Virtual and Live Events Page: 309
Summary Page: 311
Key Terms Page: 311
Career Connections Page: 312
Next Steps Page: 312
References Page: 312
Chapter 10: Career Growth and Sustainable Development Page: 315
Environmental Sustainability Page: 317
Your First Five Steps to Creating More Sustainable Events Page: 322
Cultural Sustainability Page: 324
Local Economies Page: 325
Promoting Your Greener Event Page: 325
Education Page: 326
Professional Experience Page: 330
Certification Page: 333
Credentials Page: 334
Power Tools Page: 335
New Hiring Practices Page: 338
Life and Career Page: 339
From Invention to Reinvention Page: 340
How May Planned Events Help Create, Sustain, and Celebrate a New World? Page: 342
Summary Page: 346
Key Terms Page: 346
Career Connections Page: 346
Next Steps Page: 347
References Page: 347
Part 5: Best Practices and Real World Event Experiences Page: 349
Chapter 11: Global, National, Regional, and Local Best Practices in Event Leadership Page: 351
Chapter 12: Twenty-Five Real-World Event Management Experiences and Mini-Case Studies Page: 365
Advertising and Marketing Page: 366
Attractions Page: 367
Catering Page: 367
Conventions Page: 368
Cultural Page: 368
Corporate Social Responsibility (CSR) Page: 369
Education Page: 369
Entertainment Page: 369
Environmental Sustainability Page: 370
Expositions and Exhibitions Page: 370
Festivals Page: 370
Fundraising Page: 371
Gaming Page: 371
Golf Page: 372
Government Page: 372
Holographic Speaker Page: 372
Hotel Page: 372
Incentive Page: 373
Information Technology Page: 373
Meetings Page: 373
Responding to Requests for Proposals (RFPs) for Independent Event Managers Page: 374
Safety, Security, and Terrorism Page: 374
Satisfying the Various Players in a Corporation Page: 374
Social Event (Wedding) Page: 375
Sports Page: 375
Virtual Event Page: 375
Appendix 1: Bibliographic References Page: 378
Glossary Page: 386
Index Page: 393