1. How to Avoid Costly Mistakes and Big
Headaches that Excedrin Can’t Help!
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2.  Hey, I did say “might!”
 My background:
◦ Themed birthday parties for my kids ~ every year
◦ Events for my own company for 12 years
◦ Events for clients such as Kodak and Xerox
 STC Program Manager for two years/Barbara
Knight 2008. Spectrum Co-chair 2011.
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3.  Develop your event based on consumer
demand:
* surveys
* suggestions
* data from past events
 Consider the “risk factors” regarding P & L
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4.  Assessment
 Scoping
◦ Time and cost projections (“cost of goods sold”)
◦ Attendance projections
◦ Income projections (baseline, upside, downside)
 Venue arrangements
◦ Food, entertainment, raffles, presentations
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5.  Size of event
 Target
 Competing events in your market
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6.  Scalability
◦ Venue flexibility
* Menu revisions
* “Lock-down” date
* Increasing/decreasing room space, menu items
* Volume discounts or freebies
 Event fee structure (…adequate for
downside?)
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7.  Is there a deposit required? What does it
cover? When is it due?
 Are you required to sign a contract?
◦ Are you authorized to do so?
◦ If a written contract is not required, you are still in
an oral contract. Get all of the details and fees in
writing.
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8.  Fees you need to inquire about:
◦ Room rental fees
◦ Food costs
◦ Gratuity (Standard 20% for some venues)
◦ Server fees for bar or food setup ($45 per hour?)
◦ Linen fees ($5-$7 per tablecloth, 50 cents per
napkin?)
◦ Décor fees
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9.  Fees you need to inquire about (cont.):
◦ Internet access fees
◦ AV fees (slide or overhead projector, screen, flip
charts)
◦ Parking fees
◦ Promotional materials/signage fees
◦ Table and chair rental (if catered)
◦ Coat rack rental/coat room fees
◦ Security fees
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10.  Do not forget to provide the venue with:
◦ Tax exempt certificate
◦ Certificate of insurance (if requested)
◦ Set-up instructions
◦ A list of any special food requests
◦ Your phone number to give to the chef or the event
coordinator in case there are last minute changes.
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11.  “Guarantees” are fees for unused
food, rooms, etc. based on either “minimums”
or “lock-down” dates.
◦ A contract is the place to START negotiations! It is a
“suggestion” until it is signed.
◦ All establishments have policies, but most of them
will be flexible to obtain business.
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12.  Contract negotiations: to succeed in passing
through, around, or over (as in a hiker
negotiating a mountain pass)
 At its core, a negotiation is reaching an
agreement…but sometimes you must get
around or over policies of the venue that do
not meet your customer needs.
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13.  Things you might be able to negotiate:
◦ Free hotel rooms for event planners
◦ Donations from the venue to put into a raffle
◦ Free coffee or tea with a meal
◦ Less expensive dessert like cookies (even if those
are not on the menu)
◦ Free use of the event room if you order meals
◦ Free speakers if you buy them dinner
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14.  Things you might be able to negotiate:
◦ Better “lock-down” dates (Get these added to your
contract!)
 Smaller events (up to 50 people) -- try to lock at
24-48 hours in advance. Give updated counts at
7, and 3 days in advance. Final lock 1 day in
advance.
 Larger venues – Give count 2 weeks out, then 1
week out. Lock 3-4 days before event.
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15.  Publicize small community events 10 days to
4 weeks in advance.
 Publicize larger events 2-3 months in
advance, with increasing frequency until day
before event.
 Use a variety of distribution channels:
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16.  Social media (Facebook, Twitter, LinkedIn)
 Professional organization web sites and info
boards
 Local and regional colleges and universities
 Professional trade shows (Digital Rochester)
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17.  Direct e-mails and invitations
 Word of mouth/personal invitations
 Company contacts such as HR departments
 Event Planning mailing lists such as EventBrite
 Literature and “leave-behinds”
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18.  Media (TV, radio, newspapers, magazines)
 Blogs
 Event web site (Spectrum), chapter/co. web
sites, my STC
 Member communications
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19.  Communication targets:
◦ Capture and maintain contact
information and continue mailings until
“targets” opt out (non-renewals and
referrals)
◦ In business, this may refer to former
clients or sales contacts.
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20.  In all publicity, include:
◦ Clean, motivational copy and custom
graphics
◦ Perceived benefits (Why should you
come?/What will you get out of it?)
◦ Motivational copy/R.O.I info for the money
manager (Why should you send your
employee?/How will your company
benefit?)
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21.  NOTE: It is not enough to sell the attendee
on the event. You must “up-sell” whoever is
paying for the event (the ultimate end–
user).
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22.  NOTE: All of the PR in the world can’t
overcome resistance when:
◦ there is no money to spend to get the R.O.I.
◦ the perceived value is less than the price.
◦ there are two good choices, and the
competing event makes a better business
case than you do.
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23.  the competing event is not a business
event, it is a personal one.
 the weather is bad.
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24.  Your best publicity comes from people who
enjoyed past events, so:
◦ meet everyone who attends your events if possible,
◦ help guests meet others who will build personal
and business connections with them, and
◦ make your events fun as well as educational.
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25.  Provide quality! Bad food (or sparse food)
and run-down venues communicate, “We will
do as little for you as possible, to improve
our bottom line.”
 Negotiate the best value you can provide for a
quality event. People remember a good meal
spent with “friends.”
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26.  Warm chocolate chip cookies will make you a
hero!
 Good-bye, good luck…and let’s have fun out
there!
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27.  Marilynw@wingzcreative.com
 Marilyn.woelk@gmail.com
 @bluestoneriver
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