Chapter two: Concept and Design of Events

After studying this unit, you should be able to:

Know the functions of event coordinator

Discuss the method to develop concept of an event

Describe how to evaluate the event concept

Explain the Design of an event

Tell consideration for selecting an event venue

Introduction

The recent growth of festivals and events as an industry around the world means that the management can no
longer be ad hoc. Events and festivals, for instance the Asian Games, have a large impact on their communities
and, in several cases, the whole country. The industry now comprised of events of all sizes from the Olympics
down to a breakfast meeting for ten business people. Many industries, charitable organizations, and interest
groups will hold events of some size in order to market themselves, build business relationships, raise money or
celebrate.

2.1 Event Coordination

Regardless of the type and size of your event, you 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. The event coordinator will need to be well organized, a good
leader with great communication skills and able to generate enthusiasm. It is their responsibility to keep track
of the event as a whole and to assign tasks to the event committee. The event committee may consist of other
members of your organization, members of other organization if it is a joint event, volunteers and other
interested parties. The size of the committee is dependent on the size and complexity of the event.

One person needs to lead and make the final call on all decisions and take on the overall responsibility of the
event and should be clear to all that are involved with the event. This should be the Event Coordinator.

As early as possible outline the responsibilities of each member, their tasks, their deadlines, the

resources available to them, reliance on other members for support and any interdependency of

tasks. Open and clear communication is necessary to ensure tasks are completed.

Event planning Vs Event coordinating

Event planning and coordinating are both essential components of a successful event. While the event planner
is responsible for the overall vision and budget of the event, the event coordinator handles the logistics and
details of the event itself. By working together, these two roles ensure that the event runs smoothly and meets
the client’s objectives.

1
 Event Planner vs. Event Coordinator
The primary difference between an event planner and an event coordinator is the scope of their responsibilities.
An event planner typically oversees the entire planning process, from initial concept development to
execution, while an event coordinator focuses on the logistics of the event itself. In other words, an event
planner is responsible for the big picture, while an event coordinator handles the details.
Responsibilities of an Event Planner
The responsibilities of an event planner can vary widely depending on the type of event and the scope of
the project. In general, however, an event planner is responsible for the following:
 Concept Development: The event planner is responsible for creating the initial concept and vision
for the event, based on the client’s goals and objectives.
 Budgeting: The event planner creates a detailed budget that outlines all expenses associated with
the event, from venue rentals to catering and decor.
 Venue Selection: The event planner works with the client to identify and book an appropriate
event venue that meets their needs and budget.
 Vendor Selection: The event planner is responsible for selecting and coordinating with all vendors
involved in the event, including caterers, decorators, musicians, and photographers.
 Marketing and Promotion: The event planner creates and implements a marketing and promotion
plan to ensure that the event is well-attended and successful.
Responsibilities of an Event Coordinator
An event coordinator is responsible for the logistics of the event itself. This includes the following:
 Vendor Coordination: The event coordinator works closely with all vendors to ensure that they
arrive on time, set up their equipment, and provide the necessary services.
 Event Setup: The event coordinator is responsible for overseeing the setup of the event, including
t placement of tables, chairs, and decor.
 Guest Management: The event coordinator is responsible for ensuring that guests are greeted and
seated appropriately and that all guest needs are met throughout the event.
 Problem-Solving: The event coordinator is responsible for troubleshooting any issues that arise
during the event, such as technical difficulties or unexpected changes in the schedule.
 Event Breakdown: The event coordinator oversees the breakdown and cleanup of the event,
ensuring that all vendors leave the venue in good condition.

2.2 Developing an Event Concept

The key questions to ask at early developmental stage are:

1. What is this event for?

2. What form will it take?

3. When and where will it be held?

4. How will the event benefit participants?

5. What could be barriers?

Events Concept intervenes as consultant, coordinator and creator of unique event projects for corporations,
institutions and government bodies.

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 business connect a charity to an event hoping it
2
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.

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 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?

It is in the planning stage that you need to start taking notice of the barriers that will stop your event from
looking the way that you want it to. How are you going to get around or smash through the barrier? Any
changes to the way that your event looks must not compromise your objectives or standards of your company.

When planning an event the date is often overlooked and the importance taken for granted.

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

Some general suggestion for avoiding weather problems is the timing of the event is often linked to the season
or the weather. For example, a food-and-wine festival would be better programmed for early autumn ( Belg :
sep,oct and nov) than for mid-summer when the heat would be intolerable for both the audience and the
vendors. And mid-winter( bega) is certainly not the time to hold a flower show. Although this might seem
obvious, it is surprising how often events are programmed to occur at very unsuitable times. The timing of

3
 sporting events is of course limited to the sporting season and their traditional competitions. Broadcasting the
event to international audiences is another consideration.

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

1. Season

2. Day of the week

3. Time of the day

4. Duration

Depending on the type of event, too much snow or not much snow in the case of an outdoor winter festival
could determine the success of an event. 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 time of
the year seems 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.

2.4 Major Consideration for Selecting an Event Venue

1. Size of the event (including the size of the audience)

2. Layout of the site and its suitability for the event

3. Stage, field of play or performance area

4. Transport and parking

5. Proximity to accommodation and attractions

6. Supply issues for goods and services providers, such as caterers

7. Technical support

8. Venue management

An inspection of the site should reveal any limitations, the aspects to consider include:

1. Compatibility with the event theme 6. Stage area (where relevant)

2. Audience comfort 7. Equipment

3. Visibility for the audience (line of sight) 8. Safety and security

4. Storage areas 9. Access for emergency vehicles.

5. Entrances and exits 10. 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: the performers, the audience and the organizers. Performers mean
those in the limelight, whether this involves providing an educational talk, dancing in a parade, presenting an
4
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.

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

Event design focuses on the décor, style and aesthetics of an event. It’s about creating a vision and then
designing all the visual details to transform a venue into that dream. Whether you’re planning a wedding
reception, birthday party, baby shower or corporate product launch, event design co-ordinates branding,
colour, invitations, centerpieces, etc to a given theme.

Event planning provides the logistical framework, while event design brings a creative vision to life.
Successful event design is an art. It can change the mood and atmosphere of a venue and facilitate audience
engagement,.

It means, how is the event going to happen. The administration of a professional event is the first competency
that must be mastered in the certified special events professional body of knowledge. Comprehensive
administration is the foundation for all successful events. The administration of an event provides you and the
stakeholders with data with which to design the dream that will produce the deliverables you desire. The term
event originated from the Latin term e-venire. E in Latin means “out” and venire means “come.” Therefore,
events are, in fact, “outcomes.” During the administration process the event manager must make certain that
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.

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. Keep your
contingency plan handy.

2.5.1 Inside the World of Event Design

5
A successful decorator must offer a full range of services and products to be successful. Therefore, it is always
important to consider the following when choosing decorations:

1. What will the venue (site, building) allow in terms of interior/exterior decor?

2. What are the policies regarding installation? What are the policies or laws of the local municipality
regarding decorating materials?

3. What is the purpose of the decor?

4. Are you conveying a specific theme?

5. Is there a specific message?

6. What period or style are you attempting to represent?

7. What are the demographics and psychographics of your attendees?

8. Are they spectators or participants?

9. What are the budgetary guidelines for the decor?

10. How long will it be in use?

11. 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. Labour is a major component of design charges because the designer-
decorator’s craft is so time consuming.

The complexity of the design will affect costs, as will the amount of time available for installation. The
longer the time allowed for installation, the fewer persons required. Allow enough time for the designers
to do their work from the very beginning, alleviating the need for extra last minute labour to complete the
job. While many variables are involved in pricing decor, a typical margin of profit above the direct cost of
materials and labour is 40 percent. This does not include the general overhead associated with running a
business, including insurance, rent, promotion, vehicles, and the like. Therefore, today’s designers must be
very careful when quoting prices to ensure that costs are recovered adequately and allowing for a profit.
When purchasing design services, remember that each designer possesses a unique talent that may be
priceless to your particular event. This perception of value may, in your estimation, overrule the pricing
formulas described above.

2.5.3 Developing and 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,
6
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 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.

2.5.4 Purposes of Event Technology

Whether the purpose of your event is to educate or entertain or perhaps both, the technology that you
select will help you best achieve your goals and objectives. In the conference event field you may select
slide projectors, overhead projectors, a Tele Prompter, or perhaps one microphone to improve
communications between the presenter and the participant. The entertainment field may require theatrical
lighting and special effects such as fog, laser, or strobe lights. Other fields will require different
technology, however, ultimately the purpose of the event will determine the final selection and
coordination of the event technology.

2.5.5 Audiovisual Effects

The term audiovisual was probably coined in the 1950s, when schools, and later businesses and then
associations, used slide and overhead projectors for instructional purposes. During the 1970s this
technology expanded rapidly with more sophisticated audio tools as well as video enhancement due to the
invention of video projection systems. Indeed, today dozens of audiovisual tools are available for use by
event managers. However, you should concentrate on those 10 tools used most often in the production
of civic, entertainment, expositions, festival, and conference events. These tools are readily available
in most event markets or may be obtained from nearby larger markets.

Audiovisual projection is divided primarily into two projection fields: visual and audio. The tool and its
power depend on the factors described in the checklist above. Audience size, distance, the age, and type of
attendee are critical considerations when selecting a tool. The right tool will make your task easier and
more enjoyable for your guests, and the improper tool will cause you frustration and irritate your guests.
Therefore, when selecting audiovisual tools for an event, refer to the checklist to check and balance your
decision. Digital images are rapidly replacing traditional photography in the event management production
industry.. Monitor industry publications such as Event World and Special Events magazine to stay current
with the latest technological advancements in the audiovisual field.

2.6 Themed Events

The theme party or theme event originated from the masquerade, where guests would dress in elaborate
costumes to hide their identity. From these masquerade events a variety of themes were born. Today, it is
typical to attend western, Asian, European, South and Central American themed events, as often themes
are derived from destinations or regions of the country or world. An important consideration when
7
planning theme parties is to understand the history of the group. Themes can be overused and it is essential
that you rotate themes to maintain the element of surprise.

When planning theme parties, ask your client the following questions:

1. What is the history of your theme parties? What did you do last year?

2. What is the purpose or reason for this event?

3. Is there a specific theme you wish to communicate?

4. To convey the theme, is food and beverage, decor, or entertainment most important for your group’s
tasks?

5. Remembering that first and last impressions are most important, what do you want the guests to most
remember from this event?

The answers to these questions will provide you with ample instructions to begin your planning of a
terrific themed event. When selecting a theme, make sure you are certain that the theme can be
communicated easily and effectively through decor, entertainment, food and beverage, and of course,
invitation and program design.

2.6.1 Big Theme Success with Small Budgets

Even the slightest budget can enjoy big results through a carefully planned theme event. First, you must
decide what elements are most important because it is not likely that you will be able to fund equally
everything you desire. If your guests are gourmets, the largest percentage of the budget will be dedicated
to food and beverage. On the other hand, if they are creative, funloving people who are only slightly
interested in the menu, you will want to shift your expenditure to decor and entertainment. Make certain
that the first impression (entrance area) is well decorated, as this not only sets the tone for an event but is
often the most photographed area.

Next, include a series of surprises, such as a dessert parade or the arrival of a guest celebrity as your
auctioneer, to keep guests on the edge of their seats.

Finally, share your resources with others. Check with the director of catering at the hotel and find out if
other groups are meeting in the hotel before, during, or following your stay. Ask for permission to contact
their event manager and determine if you can produce the same event and split the costs for decor and
entertainment. You will find that you can afford 50 percent more by allocating your scarce resources in
this manner.

2.6.2 Trends in Theme Events

When designing interactive events, keep in mind the safety of the participants. Alcohol will, of course,
increase the margin of risk for a guest. Some event managers require guests to sign hold harmless waivers
to acknowledge the risk involved with the activity. Your event environment is the opportunity to explore
dozens of opportunities in decor, entertainment, and other elements to make every moment unique and
memorable. Every event manager has basically this same opportunity.

8
But understanding how the various pieces fit together to solve the puzzle that is the event environment,
you provide a finished picture that will be remembered by your guests for years to come. Your ability to
design, balance, and mold this collage will be rewarded by the guests’ total immersion in the environment,
leaving an indelible impression for many years. Remember, this is one reason you are so valuable. You are
the artist and scientist who makes and plans this unique moment in time.

2.6.3 Designing the Event Environment

Like a playwright who molds his or her play to create a setting that a theater’s limited confines can
accommodate, event managers face a similar challenge each time they are called upon to create an
environment. Whether the site is a palatial mansion or a suburban park, the challenges remain the same.
How can the site be adapted to meet the needs of guests? Ballrooms with their four bare walls, department
stores filled with products, and even main streets upon which parades are staged offer the same problems
and opportunities as those confronting playwrights and set designers.

When creating an environment, the special events professional must again return to the basic needs of the
guests. The final design must satisfy these needs to become successful. Lighting, space, movement, decor,
acoustics, and even such seemingly mundane concerns as rest rooms all affect the comfort of the guests
and so play vital roles in creating a successful environment.

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 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.

1. Use a focus group to determine the primary sensory stimuli of your guests.

2. Identify any oversensitivity or even allergies guests may have that could be irritated by certain sensory
elements.

9
3. Use the draft diagram of the event environment to identify and isolate the location of certain sensory
experiences.

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

5. Audit the venue to determine the preexisting sensory environment and what modifications you will be
required to implement.

2.7.1 Sound scaping

To communicate with the guests at an event, you must design a sound system and effects that are unique
and powerful enough to capture their attention. Do not confuse powerful with loud, however. Poignant
background music at a small social event has as much power as a booming rock beat at a retail promotion.
As with other components of event production, successful use of sound requires gauging and meeting the
needs of the audience. Sound by itself is a most powerful sensation. The eyes can deceive, but the way in
which others speak and the thoughts they share reveal much about personality and intentions. Sound
unlocks our imagination and allows us to visualize images buried in our subconscious.

When planning the sound design for your event, many questions need to be considered. What is to be the
dominant sensory element for the event? Sound may be the dominant sensory element for your event.

Example: if live music or extensive speeches are the major component of your event, your investment in
high-quality sound production may be paramount. How will sound help support, reinforce, or expand the
guests’ perceptions of the event? Consider the theme of your event and devise ways in which sound can be
used to convey that theme to the guests.

Example: if you are planning a Polynesian theme event, the use of recorded island-type music at the
entrance will help communicate that theme.

In the five special events markets, sound design, like lighting, is growing tremendously. In the social
market, not only are live bands used more than ever, but with the addition of new electronic instruments,
the repertoire of a small live band can be increased manifold. Moreover, the rise of the disc jockey format
and the more frequent use of videotape necessitates that the sound quality must be better than ever before.
As the sophistication of the audio components available to the average consumer has increased, the sound
systems for retail events have had to improve in quality as well to match the sound many guests can
experience in their living rooms. Whether it be a fashion show or a visit with Santa, excellent sound is
required to give the event credibility and value in the eyes (or ears) of the guest. Millions of dollars’ worth
of merchandise may be on display, but if the sound system is poor, the guest perceives less value and is
less inclined to buy.

Meetings and convention events also place more significance on sound reproduction for their programs.
Gone are the days when a meeting planner was content to use the hotel house speakers for live music.
Today, many musical groups carry their own speakers, mixing boards, and operators.

10
2.7.2 Visual Cues

Baby boomers and subsequent generations, raised in front of television sets, may require strong visual
elements to assist them with experiencing your event. This includes using proper signs to orient the guest
and provide clear direction. Additional visual elements that must be considered are the proper and
repetitive use of key design elements such as the logo. A logo is the graphic symbol of the organization
sponsoring the event. Not only must this symbol be represented accurately, but it must always appear in
the same manner to benefit from repetitive viewing and establish consistency to promote retention.

2.7.3 Touch

Whether you are considering the cloth that will dress the banquet table, the napkins, or the printed
program, touch will immediately convey the quality of the event environment. To establish this sense, use
several different textures and while wearing a blindfold, touch the various elements to determine what
feelings are promoted. When handling the cloth, do you feel as though you are attending a royal gala or a
country picnic? When holding the program, are you a guest of the king or the court jester? Use this
blindfold test to help you narrow your choices and effectively select the right fabric, paper, or other
product to properly communicate the precise sense of touch you desire.

2.7.4 Smell

Throughout the event environment a series of smells may be present that will either create the correct
environment or confuse and irritate the guest. When conducting the site inspection, if the public areas are
over deodorized. This smell is often a clue that these chemicals are being used to mask a foul smell.
Instead, you may wish to look for venues whose aromas are natural and the result of history, people, and
of course, natural products such as plants and flowers. Some people are extremely sensitive to strong
odors.

Therefore, when using the sense of smell, do not overdo it. Instead, establish neutral areas where the smell
of a scented candle, flowers, or food odors is not present, to provide the nose with a respite from this
stimulation. However, establishing individual areas that have a strong aroma of pizza baking or chocolate
melting is also important to both attract and convey the proper atmosphere. You may, for example, wish to
incorporate the smell of barbecue into your western-themed event or pine trees into your Christmas
wonderland. Again, when establishing these areas of smell, try and isolate them so that the guests can
return to a neutral zone and not feel overwhelmed by this sense.

2.7.5 Taste

The sense of taste will be discussed later; however, the event manager must realize that the catering team
members play a critical role in establishing a strong sensory feeling for the event. Consult in advance with
the catering team and establish the goals and objectives of the food presentation, and then determine how
best to proceed in combining the other four senses with the sense of taste to create a total olfactory
experience for the guests. Keep in mind the age, culture, and lifestyle of the guests. Older guests may not
be as sensitive to taste, whereas other guests may require spicier food combinations to engage the sense of
taste. The taste sense historically has been linked with a strong sensual experience. Play the taste card for
all it is worth and you will transform guests from spectators to fully engaged participants who will long
remember the succulent event you have designed.
11
2.8 Bells and Whistles: Amenities that make the Difference

Once you have established the atmosphere for your event environment and satisfied the basic needs of all
guests, you have the opportunity to embellish or enhance their experience by adding a few well-chosen
amenities. An amenity is best defined as a feature that increases attractiveness or value. In today’s added
value-driven business environment, amenities are more important than ever before. These amenities may
range from advertising specialty items given as gifts at the beginning or the end of the event, interactive
elements such as virtual environments, and even child care.

A popular way to stretch the budget is to transform the guests into décor elements. This is accomplished
by distributing glow-in-the-dark novelty items such as necklaces, pins, or even swizzle sticks. As guests
enter the darkened event environment, their glowing presence suddenly creates exciting visual stimuli.
Firms such as Liquid Light in Los Angeles specialize in customizing these items with the slogans, logo, or
name of the sponsoring organization. Another effective amenity that is growing in popularity is the virtual
event environment. Using virtual reality software, guests are able to experience many different
environments at the same time. Wearing specially constructed goggles, the guest is propelled visually to
the top of a skyscraper, where he or she does battle with evil demons or may stroll casually through a
virtual trade show environment pausing to visually inspect a variety of different booths. These systems
have become integral to the success of high-tech industries and are gaining in importance in assisting
guests in maximizing their time while at an event by providing the opportunity to visit several different
environments in a short time period. Whether dealing with glow-in-the-dark jewelry or virtual reality
software, the needs, wants, and desires of guests must be evaluated consistently to determine if the
communications media you are using are effective and efficient. Using feedback from specific populations
will help you achieve this purpose rapidly.

2.8.1 Identifying the Needs of your Guests

Once you have 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 your 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, of
course, “very carefully.” Seriously, make certain that your design elements can be Notes 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
12
that the area can accommodate with the engineer or other expert, conduct independent tests yourself by
actually walking across the stage or examining the undergirdings 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, when creating your total event design, first determine the number of people you must
accommodate. Subtract the number of square feet required for the guests and the remainder will determine
the volume of elements that contribute to the event environment.

Example: Calculating and Sizing the Event Environment

1. Identify the total number of persons and multiply the square feet (or meters) required for each person.
For example:100 couples × 10 square feet per couple = 1000 square feet

2. Subtract the total number of square feet required for the couples from the total spaceavailable. For
example:2000 square feet available for dance floor – 1000 square feet required by couples = 1000 square
feet available for props, tables, chairs, and other equipment Do not do this in reverse. Some event
managers create a lavish design first, only later to find that the number of guests will not allow them to
install this design.

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 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,

13
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, 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 the event or its hosts. You must plan for these delays and offer
solutions.

2.8.7 Function 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

14
space designs are currently being rethought by meeting planners as well as psychologists to develop a
more productive environment.

2.8.8 Innovative Sites Notes

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 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.

Notes

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,
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

15
photography is becoming increasingly important. Consequently, when 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.

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.

16