Chapter 1 Anatomy of an Event

The purpose of this chapter is to introduce the learner to the event industry, its scope and responsibilities, and the multidimensional nature of an event experience.

WHY this is important: Those who have limited or no experience organizing an event rarely understand the true scope of event coordination; they don’t know what they don’t know.

LEARNING OBJECTIVES

 Define the breadth of event types and opportunities for professional event coordination. The learner should be able to list at least three of the event genre and articulate their interest in at least one type of event.  Appreciate the scope of responsibilities associated with professional event coordination. The learner should be able to name the five functional domains of the EMBOK.  Identify the dimensions of an event experience. The learner should be able to list the six dimensions: anticipation, arrival, atmosphere, activity, appetite, and amenities, and give an example from each in the context of a single event.  Recognize the interdependence of event elements in order to forecast potential gaps and discrepancies in an event plan. The learner should be able to trace how a single element from one of the six dimensions affects and is affected by the other dimensions.  Develop a strategy for creating and coordinating a comprehensive event experience. The learner should be able to outline the sequential process of determine, develop, design, and deliver.

SAMPLE LESSON PLAN

Topics Activities Module 1 Introductions and Course Overview Activity: Personal Introduction Overview of Event Genre Media: Event Contexts Activity: Event Genres Discussion: Review Checkpoint 1 Module 2 Complexity of Profession (EMBOK) Media: EMBOK Facets and Applications Activity: Scope of EMBOK Determine, Develop, Design, and Media: Event Management Process Deliver Process Role Play: Review Checkpoint 2 Module 3 Anticipation Activity Activity: Event Brainstorming Arrival Appetite Discussion: Review Checkpoint 3 Atmosphere Amenities Survey & Discuss: Review Checkpoint 4

LECTURE NOTES The Role and Scope of Professional Event Coordination  Every event is held for a reason, and each reason is based on some desired benefit  Event coordination includes the planning and production of an event that brings people together at a particular time, in a particular place, for a particular purpose A Complex Profession  An event coordinator might organize a multitude of types of events  Various event genres have different objectives and audiences, may be different in scope and purpose, and have different characteristics and requirements  Each and every aspect of an event has an impact on the whole event  Each and every decision made about an event could affect how the resources will be allocated  Each and every event has various positive features to take advantage of and obstacles to overcome  The EMBOK provides a conceptual framework for all types of events Determine the Expectations  Create the profile—who, what, where, when  Define the WHY—the purpose of the event  Specify goals, objectives, and expected outcomes, and their direct relationship to evaluation  Build a shared vision of the event and its outcomes from the perspective of each stakeholder, including client and guest Develop the Concept  Integrate the purpose, expectations, and logistical operations of the event  Identify the type of function  Identify the theme and message  List event elements and details  Organize the agenda and activities Design the Experience  Design an event experience that serves the purpose of the event in a thorough and progressive manner  Meet the needs of attendees  Think it through threshold to threshold  Integrate the theme and purpose Deliver the Dream  Package and manage a progressive experience  Manage the event experience from threshold to threshold by anticipating and attending to customer needs and wants  Provide take-away value

Anticipation Marketing the Experience  Understand the purchase motives  Create the best marketing materials and messages A Communications Issue  Communicate the basics for attending  Establish the correct expectations

Arrival Travel and Transportation  Think about the travel and transportation needs from the attendee’s point of view Meeting and Greeting  Find opportunities to reinforce a positive impression and affiliation with the event Navigation and Directional Signs  Provide clear navigation, directions, and instructions at all decision points Welcoming Entrances  Ensure points of entry are visible, recognizable, and service-oriented Don’t Forget the Departure  Final impressions are as important as first impressions

Atmosphere The Physical Environment Basics  Confirm the basic needs are met The Venue—Embrace the Place or Surprise Their Eyes  Use venue creatively to its and the event’s best advantage Form Follows Function  Form follows function in site selection and development Finding the Best Fit  The atmosphere must fit the character of the event and the host

Activity Collectable Experiences  Offer experiences that have value to those in attendance An Event Is Theater  Create experiences that follow a natural progression from start to finish Participant or Spectator  Devise passive and active activities that engage and involve attendees Education versus Entertainment  Provide learners with activities that blend education, enrichment, and entertainment Diversion and Recreation  Consider activities that provide recreational and leisure opportunities

Appetite Nutrition, Nurturing, and Human Nature  Food service has many physical and emotional connotations Meals to Match the Occasion  Menu selection is based on the needs of the diners and the objectives of the host Concessions, Catering, or Bring Your Own  Purveyors of food and beverage service vary in style and capabilities Serving with Style  Service styles can communicate and facilitate event flow Palate and Pocketbook  There are creative ways to overcome cost and cuisine challenges

Amenities Walk-away Value  Offer physical mementos that the attendee can take away Legacy Items  Use amenities to make memories tangible Showing You Care  Provide thoughtful and useful items throughout the event Personalize the Experience  The attendee’s image on keepsakes provides personal evidence of the event

KEY WORDS Edutainment — education that is presented using entertainment EMBOK — Event Management Body of Knowledge Event genre — a category or type of event or sector based on a set of criteria Virtual events — live or recorded events that are held using the Internet REVIEW CHECKPOINTS — Discussion points or Essay assessment Learners should include the following points in discussions or essays, although other answers may be valid. 1. What are the similarities and differences between the various event genres, and how might you transfer your expertise from one to another?  Similarities: e.g., all have an audience; all include some sort of activity; most events include all the EMBOK domain management functions  Differences: e.g., audience varies in type (age, behavior), volume, reason for attending; activity varies in type, duration, involvement; the management functions vary in scope and emphasis  Transfer of expertise: e.g., the ability to perform functions such as developing a budget, project schedule, site plan, or risk management plan would be needed in any event genre.

2. How would you explain the scope of responsibilities and complexity of professional event coordination to a potential client?  The determine, develop, design, and deliver process; inception to final evaluation  The EMBOK phases and 35 domain management areas  The six dimensions; hundreds of possibilities must be considered and then select those that best meet the needs of the event

3. In what ways are the six dimensions of an event experience interrelated?  Show how a single element from one of the six dimensions affects and is affected by the other dimensions; e.g. Anticipation: invitation (what, where, when, why) and the theme, schedule, etc.  Describe how each dimension contributes to the event experience; e.g. see Exercise B

4. How do you approach a task? From overall concept to details (deductive) or details to overall concept (inductive)?  This is a personal approach; neither is “better” than the other  Deductive: e.g., theme  event elements  logistics  Inductive: e.g., what needs to happen  what is needed to make that happen  program

EXERCISES IN PROFESSIONAL EVENT COORDINATION Design and write a description for each of the following events, incorporating the six critical dimensions of an event experience including anticipation, arrival, atmosphere, appetite, activity, and amenities. Although answers may vary, the following may serve as a guide to assessing the application of the chapter content within this exercise. Encourage learners to include an explanation of what, how, and why in their description.

A. The local art museum foundation wants a fundraising gala for 300 patrons held in the sculpture garden on the grounds of the museum.  Anticipation: e.g., invitations and/or ticket sales to patron list  Arrival: e.g., parking facilities/service, ticket or invitation check-in, coat-check service  Atmosphere: e.g., décor, seating, auction equipment, tent, lighting  Appetite: e.g., caterer, menu, serving equipment, alcohol service, service staff  Activity: e.g., auction (silent or live), soliciting auction items, music, presentations  Amenities: e.g., programs, table gifts, souvenir menus, restroom upgrades

B. A couple wants their wedding on a remote tropical island, and they will be inviting 100 of their family and friends to this three-day celebration.  Anticipation: e.g., invitations in enough time for guest to schedule trip  Arrival: e.g., flights, transportation on site, and accommodations  Atmosphere: e.g., site and furnishings for ceremony; reception décor  Appetite: e.g., meals during stay, wedding reception menu  Activity: e.g., components of the ceremony, things for guests to do during stay  Amenities: e.g., welcome baskets in guest rooms, table gifts, souvenirs from the destination

C. A pharmaceutical company exhibiting at a medical convention trade show in your city wants to host an off-site evening hospitality reception for 200 of their best customers, featuring a theme that celebrates the local culture.  Anticipation: e.g., invitation, instructions/directions, email  Arrival: e.g., transportation, meet and greet, corporate signage, security  Atmosphere: e.g., off-premise site indicative of local culture, theme décor, audiovisual equipment  Appetite: e.g., specialty foods, service style that promotes circulation, alcohol/beverage service  Activity: e.g., background music, cultural performance, networking  Amenities: e.g., logo merchandise, local souvenir items, gift bags

SUGGESTED MEDIA Course PowerPoint Note: photos for all Course PowerPoint presentations provided by colleagues or retrieved from the Internet should include proper attribution, and these images may only be used in the instructional setting to comply with intellectual property laws. Instructors may wish to collect images on events from the Internet to illustrate the various event genre and types of events within each genre.

Web The EMBOK Project: http://www.juliasilvers.com/embok.htm Introduction to EMBOK PowerPoint: http://www.juliasilvers.com/embok/Intro_to_EMBOK.ppt EMBOK Facets and Applications: http://www.juliasilvers.com/embok/Facets_Aps.htm Event Management Process: http://www.juliasilvers.com/embok/event_management.htm Event Contexts: http://www.juliasilvers.com/embok/event_contexts.htm Alltop Event Planning News: http://event-planning.alltop.com/

SUGGESTED ACTIVITIES Personal Introduction Ask each learner to give a personal introduction in class or online answering the following questions. 1. What is your name and where are you from? 2. What are your career goals? 3. Why are you taking this course? 4. Add any other information you feel pertinent, such as your experience in the events industry, jobs you have held or currently hold, your hobbies, your cultural background, etc.

Event Genres  Of the event genres listed in Figure 1.1, have learners pick the type of events they think they would like to specialize in. Capture these on the chalkboard, overhead, or flipchart.  Lead a discussion that compares and contrasts the types of events selected.

Scope of EMBOK  Have learners review the Silvers Taxonomy at http://www.juliasilvers.com/embok.htm#The_Silvers_Taxonomy.  Lead a discussion about how this compares to what they thought event coordination encompassed. Event Brainstorming Divide the class into small groups and assign one of the event scenarios in the Exercises in Professional Event Coordination in this chapter to each group and instruct them to complete the exercise directions. Have each team report the results of their brainstorming session to the class as a whole.

SUGGESTED ASSIGNMENTS

Introductory Level The Event Experience Write a one-page paper about an event you have attended recently, including why you attended and a description of how the six dimensions of the event experience were incorporated.

Undergraduate Level Event Genre Review local newspapers, event calendars, and other resources and create a list, including the name and date of the event, of at least two local event examples for a minimum of three of the following event genre. 1. Business/Corporate Event 2. Cause-Related/Fundraising Event 3. Entertainment Event 4. Exposition/Trade Show 5. Festival 6. Meeting or Convention 7. Social Life-Cycle Event 8. Sports Event

Graduate Level Industry Impact Research and write a report on the scope and economic impact of the meetings and events industry including statistics.