The Business of Event Planning: Behind-the-Scenes Secrets of Successful Special Events [NOOK Book]

Overview

Event planning is like performing a high-wire act without a safety net. Once your event starts, there are no second chance. It is all done in one take, and there are no dress rehearsals. You cannot predict how your guests and suppliers will interact and react when you bring them together, but you can organize, plan, and be prepared for the unexpected.

The Business of Event Planning covers all the behind-the-scenes aspects of special events, whether it's an event for thousands or...

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The Business of Event Planning: Behind-the-Scenes Secrets of Successful Special Events

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Overview

Event planning is like performing a high-wire act without a safety net. Once your event starts, there are no second chance. It is all done in one take, and there are no dress rehearsals. You cannot predict how your guests and suppliers will interact and react when you bring them together, but you can organize, plan, and be prepared for the unexpected.

The Business of Event Planning covers all the behind-the-scenes aspects of special events, whether it's an event for thousands or a handful of guests. Before any thought is given to the timing or location of the event, before the menus are selected and the decor designed, there are strategic objectives to be determined, proposals to be written, fees and contracts to be negotiated, and saftey issues to be considered.

The Business of Event Planning helps event planners and their clients produce outstanding events that meet and exceed both client and guest expectations, by going beyond the details of the event itself. This book explains every aspect of the business and the strategy behind successful events. Its comprehensive coverage includes:

  • How to prepare winning proposals, and how to understand them if you're the client.
  • How to determine management fees and negotiate contracts.
  • The safety issues that every event planner needs to take into consideration.
  • Designing events in multicultural settings.
  • New technology that makes operations more efficient (such as online registration and response management, database project management tools, videoconferencing and virtual meetings, and more).
  • Practical tools such as sample letters of agreement, sample layouts for client proposals, forms, tips, and checklists.
  • A detailed case study that runs throughout the book-- one company that is organizing two very different events.
  • Features a companion website with forms from the book, as well as additional material. Visit wiley.ca/go/event_planning.

The Business of Event Planning provides indispensable tools and strategies for anyone who has to plan an event:

  • Professional event and meeting planners—seasoned veterans or beginners
  • Clients who are dealing with planners, suppliers, and consultants
  • Public relations and communications companies
  • Marketing and corporate communications professionals
  • Fundraisers and not-for-profit organizations
  • Professionals and students in the hospitality and entertainment industries
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Editorial Reviews

Gillan
Make sure this soup-to-nuts bible of event planning finds a place on your bookshelf--or better yet in your briefcase.
Successful Meetings Magazine
Bardwell
Allen’s latest offering zeros in on the behind-the-scenes issues involved executing special events. Check out the useful and educational sample proposals for both meetings and incentives.
Meetings and Incentive Travel Magazine
Lisa Hurley
More than 300 pages of practical advice for foolproof planning -- peppered with boldface tips for troubleshooting potential problems.
Special Events Magazine
Successful Meetings Magazine
Make sure this user-friendly go-to guide finds a spot on your bookshelf. It's not an exaggeration to say it covers every aspect of meeting and event planning, from negotiating, contracting, and branding to safety, liability, and responsibility.
Marketing Magazine
Judy Alllen's first book, Event Planning, described how to successfully launch an event. The follow-up, The Business of Event Planning, looks at all the behind the scenes considerations that any planner needs to take into account before actually planning the event itself. This book covers everything from strategic objectives to the signing of contracts. Divided into chapters and subheads, with breakout tips, checklists and chart scenarios, there is little Allen has overlooked.
Duff Shaw
Finally a text book that is fun to read and interesting is not an oxymoron! Judy Allen's books write about the hands experiences from an industry professional. A must read and reference in your Special Events Library.—CMP, CITE, Ryerson University, School of Hospitality and Tourism Management
Charity Village Newsweek
The Business of Event Planning is a thorough, well designed, and easy to read book that will be a valuable resource for anyone who works in special events.
Meeting News
While special events are the "gee whiz" part of planning, with the potential for plenty of show-biz pizzazz, "The Business of Event Planning" by Judy Allen delves thoroughly into the nitty-gritty, detailing the preparation of proposals, setting fees, designing multicultural events and using new technologies. In fact, it can be considered the all-business companion to Allen's other book, titled simply "Event Planning." Included in this practicum are such tools as sample letters of agreement, layouts for client proposals, forms and checklists. Even though the book is geared toward large events, the principles can be applied to functions of any size. Hefty chapters on contracts, negotiations and fees are impressive.
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Product Details

  • ISBN-13: 9780470963791
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 4/26/2010
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 354
  • Sales rank: 1,115,571
  • File size: 665 KB

Meet the Author

Judy Allen is one of the world's leading authorities on staging, event and lifestyle design and the bestselling author of ten books for the professional, business and consumer markets. Allen, a master of creative design, has flawlessly executed successful special events-corporate, social, and celebrity-for up to 2,000 guests at a time in more than 30 countries around the world. She has designed and produced memorable events such as Disney's worldwide theatrical opening-night gala for Beauty and the Beast, and the orchestration of Oscar-winning director Norman Jewison's 25th anniversary celebration for Fiddler on the Roof.
Highly skilled in staging events that are strategically designed to be one-of-kind experiences and a master of transforming the energy of an event environment by engaging the senses with trademark primary design principles, Allen has worked closely with CEOs, CFOs, presidents and their executive staff around the globe to create, implement and oversee their corporate and social business events.
The many diverse events that Allen has designed and executed extend from complex one-day events to elaborate arrangements of theme productions taking place over the course of a week. These events ranged from very exclusive VIP events to multimillion-dollar, multimedia fantasy extravaganzas including seven new-car product launches and involved high-tech stage and show productions.
Allen, and her 2jproductions (2jproductions.com) partner, Joe Shane, are now bringing their dynamic creative energy, innovative style and perceptive insight to home, life and lifestyle design and world class resorts around the world through Sensual Home LivingTM (sensualhomeliving.com) and other initiatives.
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Table of Contents

Preface.

Acknowledgements.

Chapter 1: The Strategic Planning of Event Design.

External Objectives.

Internal Objectives.

Day One Client Itinerary.

Day Two Client Itinerary.

Day Three Client Itinerary.

Day Four Client Itinerary.

Day Five Client Itinerary.

Day Six Client Itinerary.

Day Seven Client Itinerary.

Chapter 2: Preparing the Proposal.

The Proposal Request.

The Qualification Meeting.

The Proposal.

Proposal Preparation: The Initial Steps.

Making Contact With Key Suppliers.

Proposal Preparation.

Chapter 3: The Body of the Proposal.

Cover Letter.

Destination Review.

Transportation Requirements.

Hotel Information.

Day-by-Day Detailed Itinerary.

Grid.

Cost Summary Sheet.

Detailed Program Inclusions.

Program Options and Enhancements.

Company Profile.

References.

Backup Material.

Bringing It All Together.

Chapter 4: Management Fees.

Four Types of Fees.

Chapter 5: Contractual Negotiations With Suppliers.

Negotiating With Suppliers.

Chapter 6: Client Contracts.

The Three Rules of Contracts.

Areas Covered in the Client Contract.

Payment.

Liability and Responsibility.

Dates and Other Details.

Food and Beverage Hazards.

Technical Riders and Other Requirements.

Doing Your Homework.

Chapter 7: Safety and Security.

Travel Information.

Checklists for Out of Town Events.

Ensuring Client Safety.

Other Safety Issues.

New Areas of Consideration for Safety and Security.

Chapter 8: Event Planning Technology Tools and Emerging Trends.

Event Planning Technology Options.

Chapter 9: Multicultural and Foreign Event Planning.

Local Customs, Protocol and Etiquette.

Religious Beliefs.

Local Cultural and Political Matters.

Chapter 10: Event and Program Branding.

Establishing a Brand.

The Branded Image.

Program Branding.

The Branding Commitment.

Protecting the Client's Image and Standards.

Chapter 11: Conclusion.

Appendix.

Sample Proposal/Senior Management.

Sample Proposal/Incentive Sales Group.

Index.

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Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted March 11, 2007

    Easy Steps to Success

    This is a valuable book with information that can help anyone thinking about going into the event planning business. As an OSU student, I have found that after reading this book this is the field that I belong to. It provides great advice and tips that will put anyone on the right track to success. One of the strengths this book has is that it provides all the information an event planner needs to know from top to bottom. The book provides sample proposals at the end to give the reader an idea as to what kinds of information needs to go into the proposal. I recommend this book to anyone considering this business. You will learn a lot and in the end become successful by following some of the tips this book suggests.

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted June 11, 2004

    Packed With Knowledge!

    Planning a corporate party or special event? Don¿t lift a finger until you¿ve read The Business of Event Planning. In this highly practical book, author Judy Allen covers every aspect of the process in exhaustive detail. Allen, an author, writer and experienced event planner, contends that events are more than just feel-good activities. Events, she says, must be staged as strategic tools with return-on-investment potential. If you want to know how, she covers all the basics. Even though the book is geared toward large events, the principles can be applied to functions of any size. Allen includes details of proposal writing, itineraries, contract negotiations, fee setting, high tech applications and security concerns in a post-September-11 world. We recommend this logistical guide to corporate staffers or event planners who want to master the fine details.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
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