Table of Contents
Preface xi
Chapter 1 The Event Planning Industry 1
The Who, What, When, Where, and Why of Event Planning 2
What Is Event Planning? 2
When Do Event Planners Work? 3
Where Do Event Planners Work? 4
Why Do People Hire Event Planners? 4
Who Becomes an Event Planner? 4
How Do Event Planners Do It? 8
A History Lesson 8
A Sophisticated Turn 9
Who Hires Event Planners? 9
The Corporate Market 10
The Social Market 11
Conducting Market Research 11
The Market Analysis 12
Interview Prospective Clients 13
Analyze the Competition 13
Chapter 2 Building Your Business Foundation 15
Industry Research 16
Finding Your Niche 17
Choosing a Specialty 18
Calculating Startup Costs 19
Creating a Map for Success 21
Your Business Plan 21
The Components of a Successful Business Plan 22
Crafting a Mission Statement 24
Chapter 3 A Day in the Life 25
Research 26
Design Time 31
Developing Design Ideas 31
Elements of Style 32
Selecting a Site 32
Creating the Perfect Décor 33
Food, Glorious Food 35
That's Entertainment 37
The Main Event 37
All-Important Organization 38
Organization Checklist 40
Balancing the Logistics 40
Coordinating the Event 43
"You Cannot Rest on Your Laurels" 45
Chapter 4 Getting Started 49
It's All in a Name 50
Choosing a Business Location 53
Types of Business Forms 55
Sole Proprietors 55
General Partnership 56
Limited Liability Company 56
Corporations 56
Licenses and Permits 57
Choosing Insurance 59
Creating Effective Proposals and Agreements 60
Proposals 60
Agreements 61
Chapter 5 Financing Your Business 69
The First Step 70
Finding Financing 71
Buying Equipment and Inventory 73
Essential Equipment 73
Tracking Inventory 78
Chapter 6 Hiring Employees and Outside Vendors 81
Reaching Out to Candidates 84
Advertising 84
Interviewing Applicants 85
Interviewing Strategies 85
Paying Your Employees 86
Training Time 87
Choosing Vendors 87
Types of Vendors 87
Finding the A-List Suppliers 88
Negotiating with Vendors 90
Hiring Professional Help 91
Chapter 7 Marketing Your Business 95
Networking to Business Success 96
The Ins and Outs of Advertising 97
Your Business Card-Small but Mighty 98
The Informative Brochure 99
Direct Mail 100
Newsletters 100
Press Releases 100
The Power of Customer Service 101
Giving Back to Your Community 102
Building Your Image 104
Chapter 8 Website Essentials 105
Setting Up a Website 106
Website Must-Haves 107
Your Homepage 108
Drilling Down 109
The Rest of the Site 109
Contacting You from a Website 110
Trades 110
Marketing Your Website 111
Your Website URL 112
Keep 'Em Interested 112
Choosing a Web Host 113
Chapter 9 World of Social Media 115
Traditional Media with a Digital Twist 116
E-Newsletters 116
Press Releases 117
Social Media 118
Blogs 119
Facebook 120
LinkedIn 121
Twitter 121
Photo Sharing Platforms 121
Pintrest 121
Instagram 122
SnapChat 122
Chapter 10 Managing Your Finances 123
Financial Statements 124
Paying Your Vendors 125
Pricing Your Services 125
Maintaining Cash Flow 128
Adding Up the Costs for an Event 129
Calculating When Your Business Will Break Even 131
You and Your Taxes 132
Deducting Expenses 134
Chapter 11 Planner Profiles 137
Wedding Planner 138
Fundraising Planners 140
Corporate Planners 141
Educational Planners 142
Other Event Planners 142
Music Planners 143
Major Milestones Planners 143
Graduations, Homecomings, and More 143
Profiles 144
Amy Piper, Signature Events 144
Cheryl Hagner, Wesleyan University 145
Kym Nason, Nonprofit Fundraiser 146
Marcy Weeks, Event Builders 147
Scott Marshall, Seacoast Events 148
Chapter 12 Onward and Upward 149
Keep Your Business Healthy 150
When Bad Things Happen to Good Event Planners 152
Recipe for Success 153
Looking Ahead 155
Appendix Event Planning Resources 157
Associations 157
Books 158
Educational Opportunities 159
Event Planning Software 159
Industry Experts 160
Magazines and Publications 160
Websites of Interest to Event Planners 160
Glossary 163
Glossary 163
Index 167