Event Management Sukhpreet Kaur, Lovely Professional University

Notes Unit 2: Concept and Design of Events

CONTENTS

Objectives
Introduction

2.1 Event Coordination

2.2 Developing an Event Concept

2.3 Evaluating the Event Concept

2.4 Major Consideration for Selecting an Event Venue

2.5 Event Design

2.5.1 Inside the World of Event Design

2.5.2 Decor Costs

2.5.3 Developing and Implementing the Design for your Event

2.5.4 Purposes of Event Technology

2.5.5 Audiovisual Effects

2.6 Themed Events

2.6.1 Big Theme Success with Small Budgets

2.6.2 Trends in Theme Events

2.6.3 Designing the Event Environment

2.7 Five-card Draw: Playing the Five Senses

2.7.1 Soundscaping

2.7.2 Visual Cues

2.7.3 Touch

2.7.4 Smell

2.7.5 Taste

2.8 Bells and Whistles: Amenities that make the Difference

2.8.1 Identifying the Needs of your Guests

2.8.2 Implications of Size, Weight and Volume

2.8.3 Securing the Environment

2.8.4 Transportation and Parking Factors

2.8.5 Manage the event Environment and they will Come Back

2.8.6 Entrances and Reception Areas

2.8.7 Function Areas

2.8.8 Innovative Sites

Contd....

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2.8.9 Amenities and Furnishings Notes

2.8.10 Decorating the Environment

2.9 Summary

2.10 Keywords

2.11 Review Questions

2.12 Further Readings

Objectives

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 organisation, members of other
organisation 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.

Task Gather the information on responsibilities of 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.

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Notes 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.

Deploying a direct link between the brand and it’s different audiences: internal, B2B, B2C and
consumer, Events Concept creates a global and holistic approach that differentiates!

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 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.

Charities who run an event for themselves will find at the end of the day the work and insurance
requirements versus the income received do not balance. Raising dollars for charities needs to
be managed efficiently and effectively.

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 utilise 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?

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It is in the planning stage that you need to start taking notice of the barriers that will stop your Notes
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.

!
Caution 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
organisation to utilise.
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.

Task How will you create 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 than for mid-summer when the heat would be intolerable for
both the audience and the vendors. And mid-winter 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 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 times of the year seems to have an over supply 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.

Self Assessment

Fill in the blanks:

1. The recent growth of festivals and events as an industry around the world means that the
management can no longer be ...............................

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Notes 2. The event ............................... will need to be well organized, a good leader with great
communication skills and able to generate enthusiasm.

3. The event ............................... may consist of other members of your organisation, members
of other organisation if it is a joint event, volunteers and other interested parties.

4. The size of the committee is ............................... on the size and complexity of the event.

5. It is in the ............................... 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.

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

2. Audience comfort

3. Visibility for the audience (line of sight)

4. Storage areas

5. Entrances and exits

6. Stage area (where relevant)

7. Equipment

8. Safety and security

9. Access for emergency vehicles.

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 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

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people to assist you on the day. Ensure your team members understand their responsibilities Notes
and tasks on the opening day of the conference. Hold a rehearsal to confirm arrangements and
identify areas that may need further planning.

!
Caution Always keep your contingency plan handy.

2.5 Event Design

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

A successful decorator must offer a full range of services and products to be successful. Hargrove,
Inc. will rent out a single prop or create an entirely new themed event. This diversity has proven
successful for over 40 years. Although there are millions of new decorating ideas for special
events, not all of them are practical. 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?

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Notes 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 labour,
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, 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 TelePrompter, 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

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the final selection and coordination of the event technology. Table 2.1 provides a guide for Notes
general use in selecting equipment for the event style and purpose.

Table 2.1: Matching Technology to Style and Purpose

Style Purpose Technology

Civic Attract attention Special effect: pyrotechnics

Communicate Audiovisual: video magnification

Conference Focus Lighting: key lighting of lectern

Education Build retention Audiovisual: interactive CD

Entertainment Attract Sound and lights: announce and chase

Exposition Educate Video: product description

Festival Communicate Sound: public address

Reunion Excite Audiovisual: slide show of guests

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.

Did u know? Today’s slide projector is rapidly being replaced by the notebook computer
loaded with hundreds of slides and entire educational programs, including music and
video.

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 planning theme parties is to understand the history of

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Notes 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, fun-
loving 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.

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.

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2.6.3 Designing the Event Environment Notes

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.

Self Assessment

Fill in the blanks:

6. 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 .................................

7. ................................. mean those in the limelight, whether this involves providing an

educational talk, dancing in a parade, presenting an award.

8. The ................................. 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.

9. From a management perspective, the ................................. must help to minimize risks such
as adverse weather, power failure, accidents and emergencies.

10. The theme party or theme event originated from the masquerade, where guests would
dress in elaborate costumes to ................................. their identity.

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.

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Notes 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.

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 Soundscaping

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.

Are the architectural conditions in the venue optimal for sound reproduction? This question is
most important considering the number of new sites being created every day. The majority of
these sites were not designed for optimum sound reproduction, and the event planner or sound
designer must therefore consider how to improve the sound conditions in the venue. 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.

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Meetings and convention events also place more significance on sound reproduction for their Notes
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.

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

Earlier we discussed the use of a perfume such as Jungle Gardenia to stimulate the sense of
memory through smell. Remember that 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, note 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

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Notes 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.

Notes Blending, Mixing and Matching for Full Effect

Make certain that you carefully select those event design sensory elements that will support
the goals and objectives of the event. Do not confuse or irritate guests by layering too many
different senses in an effort to be creative. Rather, design the sensory experience as you would
select paint for a canvas. Determine in advance what you hope to achieve or communicate and
then use the five senses as powerful tools to help you accomplish your goals.

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

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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 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 space
available. 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.

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

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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.

Notes Edible Centerpieces and Displays

The centuries-old European custom of including elaborately designed food displays as

part of the decor is finally becoming popular. This important area of setting design can
range from fancy carved crudités for the hors d’oeuvres to elaborate centerpieces carved
from thick dark chocolate. Today’s special events professionals are as concerned with the
aesthetic appeal of food selections as they are with taste. When incorporating food into an
overall design, remember that ultimately, most food is intended to be eaten. The display
must be accessible to guests and still look appealing after guests are served. If possible, a
server should offer the first guests who visit the display a serving of the decorated or
carved item. This will help encourage other guests to help themselves. You may wish to
prepare two versions of an item: one for show on an elevated, lighted platform, and one
for serving, placed within reach of guests. This will allow every guest to appreciate the
work of your culinary artists throughout the event.

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.

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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 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.

Self Assessment

State whether the following statements are true or false:

11. When attempting to satisfy the needs of guests, remember that the only four senses are
important.

12. 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.

13. The olfactory system creates instant emotional and creative reactions within your guests.

14. The reception area may create the first impression, but the main function area will
determine the effectiveness of the overall design.

15. Today’s guests want to be more than just spectators at a special event.

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