The document provides best practices for planning a university gala event based on Vince A. Sales' presentation to the California Universities Event Planners Summit in July 2016. Some key recommendations include setting priorities around communicating the university's brand and guest experience, securing corporate sponsorships well in advance, involving students throughout the event, and creating an integrated marketing strategy using social media, publications, and local media outlets to promote the event and engage alumni. The goal is to transform the space into a memorable experience for guests through elements like lighting, music, food and drink options that reinforce the university's personality and raise its profile in the community.

1. Deconstructing A Gala
Best Practices from the Field
Vince A. Sales
July, 21 2016
Presentation to
California Universities Event Planners Summit 2016

2. Set Your Priorities
• What do you want to communicate about the University? What
is the guest experience?
• Location/time: University Union Ballroom, spring break
– Transform space with draping, lighting, music, smiles and
sequins/beads
• Reinforce brand/personality of the University: swag (CD from
School of Music, Tickets to student production of Avenue Q)
• Theme: Forever Green & Gold
– Legacy messaging
• How much do you want to raise?
– Budget & financial benchmarks: ~30% rule

3. Event Format & Program
• Black-tie/formal event
• Guest experience
–Champagne reception (on a CSU budget)
–Featured Grammy-nominated strings faculty
–Sit-down dinner and bestow honors,
recognize student recipients
–Café style dessert bar and coffee cart
–Dancing to live band

4. Event Committee
• External Committee
• Internal Project Team-integrated
Advancement model

5. Campus-Wide Partnership
• Epicure/Catering
 Local wine/alumni wine
• Public Safety
• Parking
• Academic Affairs/colleges
 Tickets to Avenue Q
• Student Affairs/Career Center
 Student involvement
 Demonstrate impact
• Public Affairs/Advocacy

6. Corporate Sponsorships
• Visibility/exposure; celebration; student
presence/success
• Secure support well in advance of event (sold-out!)
 Wells Fargo-video
 Western Health Advantage-alumni speaker
 Sutter Health Sacramento Sierra Region-video
 VSP Global-video
 Sand Hill Global Advisors
 SMUD

7. Student Involvement
• Performers
• Greeters
• Table hosts/leaders
• Dinner etiquette &
networking
• Dinner service
• Graphic design

8. Get the Right People in the Room

9. Fund the Need

10. Integrated Communications
• Social Media
• Website, Sac State Magazine, Torchlight
• Save-the-date; invitations
• Capital Public Radio
• Sacramento Bee
• Sacramento Magazine

11. Alumni Engagement

12. Dancing—Make it Fun!

13. Signature Cocktail, Coffee Cart & Deserts
—Be Different!

14. Questions?