Unit Two: - Concept and Design of Events

2. 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 interested 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.
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
its 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 businesses 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.

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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 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
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.

2.3 Evaluating the Event Concept

Some general suggestion for avoiding weather problems is the timing of the event is frequently
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 3. Time of the day
2. Day of the week 4. Duration

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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 seem 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/checkup of the site should reveal any limitations, the aspects to consider include:
 Compatibility with the event theme/subject
 Audience comfort
 Visibility for the audience (line of sight)
 Storage areas
 Entrances and exits
 Stage area (where relevant)
 Equipment
 Safety and security
 Access for emergency vehicles.
 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 people to assist you on
the day. Ensure your team members understand their responsibilities Notes and tasks on the

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opening day of the conference. Hold a rehearsal to confirm arrangements and identify areas that
may need further planning.
2.5 Event Design
It means how the event is 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:
 What will the venue (site, building) allow in terms of interior/exterior decor?
 What are the policies regarding installation? What are the policies or laws of the local
municipality regarding decorating materials?
 What is the purpose of the decor?
 Are you conveying a specific theme?
 Is there a specific message?
 What period or style are you attempting to represent?
 What are the demographics and psychographics of your attendees?
 Are they spectators or participants?

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  What are the budgetary guidelines for the decor?
 How long will it be in use?
 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. Labor 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
labor to complete the job. While many variables are involved in pricing decor, a typical margin
of profit above the direct cost of materials and labor 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

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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 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 clothes 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 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?

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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 least 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 make 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

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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 satisfy 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.
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 principal or vital.

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.

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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. 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 cloth, 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.

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 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 /understand
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.

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 or facilities, services 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 enhance their experience by adding a few well-

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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 staging/decor and that the entrance 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.

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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 undergirding 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.
3. Do not do this in reverse. Some event managers create a wasteful 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.

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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 access. 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 comfort
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

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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.

2.8.8 Innovative Sites

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 undertaken 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,

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 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.

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 the 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 viewers 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.

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