Become an FabJob Guide to Event Plannerfabjob.com/sample/Event_Planner_Sample_Guide.pdfWedding...

Get paid to plan events!

Jan L. Riddell, Carol Palmatier, Tag Goulet and Peter J. Gallanis

FabJob Guide to

Become an Event

Planner

Visit www.FabJob.com

ContentsAbout the Authors .........................................................................10

1. Introduction ..........................................................................................12

1.1 Welcome to Event Planning ........................................................12

1.1.1 Event Planning as a Profession .........................................14

1.1.2 BenefitsofthisCareer ........................................................14

1.2 Inside this Guide ..........................................................................16

2. What an Event Planner Does .............................................................18

2.1 Services and Specializations .......................................................18

2.1.1 Social Events ........................................................................20

2.1.2 CorporateEvents ..............................................................21

2.1.3 Industry Events ................................................................22

2.1.4 Special Events ..................................................................22

2.2 Preliminary Steps to Plan an Event ............................................23

2.2.1 ConsultwiththeClient ......................................................23

2.2.2 Set Objectives ......................................................................25

2.2.3 ChooseaDate ......................................................................27

2.2.4 DecideWhotoInvite .........................................................28

2.2.5 CreateYourTheme .............................................................30

2.2.6 Set the Event Agenda .........................................................32

2.3 Get Organized ...............................................................................32

2.3.1 EstablishanEventCommittee ..........................................32

2.3.2 TimelineSchedule ..............................................................34

2.3.3 Budgets .................................................................................44

2.3.4 CrisisandBackupPlanning ..............................................50

2.3.5 TheRehearsal ......................................................................52

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2.4 Venues ............................................................................................53

2.4.1 Finding a Venue ..................................................................53

2.4.2 SpaceRequirements ...........................................................54

2.4.3 CreatinganRFP ..................................................................56

2.4.4 Site Inspection .....................................................................59

2.4.5 SiteConfirmation ................................................................61

2.4.6 Pre-Event Meeting ..............................................................64

2.5 Vendors ..........................................................................................65

2.5.1 TypesofVendors ................................................................65

2.5.2 HowtoFindVendors .........................................................67

2.5.3 ChoosingVendors ..............................................................68

2.5.4 VendorContractsandFinancialArrangements ...............70

2.5.5 PurchasingProductsforResale ........................................76

2.5.6 TipsforSpecificTypesofVendors ...................................80

2.6 MarketingAnEvent ....................................................................89

2.6.1 Advertising ..........................................................................91

2.6.2 Publicity Before the Event .................................................93

2.6.3 Sponsorships .......................................................................97

2.7 EventDay ....................................................................................101

2.8 AftertheEvent ............................................................................103

2.8.1 Event Evaluations .............................................................104

2.8.2 Other Activities .................................................................107

3. GettingReady .....................................................................................109

3.1 EssentialSkillsforEventPlanners ...........................................109

3.1.1 InterpersonalSkills ...........................................................110

3.1.2 Organizational Ability .....................................................115

3.1.3 Creativity ...........................................................................116




3.2 Educational Programs ...............................................................118

3.2.1 DegreePrograms ..............................................................118

3.2.2 CertificatePrograms .........................................................121

3.2.3 ContinuingEducationCourses ......................................122

3.3 Join An Association ...................................................................123

3.4 Other Ways to Learn from Experts ..........................................126

3.4.1 Vendor Meetings ...............................................................126

3.4.2 InformationInterviews ....................................................127

3.4.3 EventPlanningResources ...............................................129

3.5 LearningbyDoing .....................................................................132

3.5.1 Volunteer Experience .......................................................132

3.5.2 Evaluate Other Events......................................................134

3.5.3 DoanInternship ...............................................................136

3.5.4 Find a Mentor ....................................................................140

3.5.5 GetaPart-TimeJob ...........................................................142

4. GettingHired .....................................................................................144

4.1 CompaniesThatPlanEventsforClients.................................145

4.1.1 DestinationManagementCompanies ...........................145

4.1.2 Event Planning Firms .......................................................146

4.1.3 Incentive Houses...............................................................146

4.1.4 PublicRelationFirms .......................................................146

4.1.5 Advertising Agencies ......................................................147

4.2 Hospitality Industry Employers...............................................147

4.2.1 HotelsandResorts ............................................................148

4.2.2 TourismOrganizations ....................................................149

4.2.3 ConventionCenters ..........................................................149

4.2.4 Clubs ...................................................................................150

4.2.5 CruiseLines .......................................................................151




4.2.6 Vendors ..............................................................................152

4.2.7 Attractions .........................................................................153

4.3 CorporateEmployers .................................................................155

4.4 HowtoFindJobOpenings .......................................................159

4.4.1 Advertised Positions ........................................................159

4.4.2 Recruiters ...........................................................................162

4.4.3 Unadvertised Positions ....................................................163

4.4.4 HowtoCreateaJob .........................................................166

4.5 Job Hunting Materials ...............................................................169

4.5.1 HowtoPrepareaResume ..............................................169

4.5.2 CoverLetters .....................................................................179

4.5.3 Other Materials .................................................................182

4.6 JobInterviews .............................................................................183

4.6.1 WhatEmployersAreLookingFor .................................184

4.6.2 HowtoPrepareforanInterview ...................................186

4.6.3 InterviewQuestions .........................................................190

4.6.4 FollowingUp.....................................................................195

4.7 TheJobOffer ...............................................................................197

4.7.1 Salary ..................................................................................197

4.7.2 TypicalSalaries .................................................................198

4.7.3 DecidingWhethertoTaketheJob ..................................198

5. StartingYourOwnBusiness............................................................200

5.1 PlanningYourBusiness .............................................................200

5.1.1 CreatingaBusinessPlan .................................................202

5.1.2 ChoosingaBusinessLegalStructure .............................211

5.1.3 ChoosingaBusinessName .............................................217

5.1.4 Insurance ...........................................................................219

5.1.5 Location .............................................................................222




5.2 FinancialMatters ........................................................................226

5.2.1 Start-up and Operating Expenses ..................................226

5.2.2 Start-up Financing ...........................................................231

5.2.3 Taxes ...................................................................................235

5.3 RunningYourBusiness ..............................................................237

5.3.1 SettingYourFees ...............................................................237

5.3.2 ClientContracts ................................................................242

5.3.3 GettingPaid .......................................................................248

5.3.4 KeepingTrackofYourFinances .....................................254

5.4 WorkingwithSupportStaff ......................................................258

5.4.1 EmployeesversusContractors .......................................259

5.4.2 BeforeYouHire .................................................................260

5.4.3 FindingSupportStaff .......................................................263

6. GettingClients ...................................................................................267

6.1 ChooseYourTargetMarkets .....................................................268

6.2 MarketingTools ..........................................................................270

6.2.1 Printed Materials ..............................................................270

6.2.2 YourPortfolio ....................................................................277

6.2.3 YourWebsite ......................................................................281

6.2.4 Social Media .....................................................................287

6.3 MarketingTechniques ...............................................................291

6.3.1 Advertising ........................................................................291

6.3.2 Free Media Publicity ........................................................296

6.3.3 NetworkingandReferrals ...............................................299

6.3.4 Promotional Events ..........................................................306

6.3.5 YourElevatorPitch ...........................................................309

6.4 MarketingtoCorporateClients ...............................................312

6.4.1 YourWarmMarket ...........................................................312




6.4.2 ColdCalling.......................................................................313

6.4.3 RespondingtoaRequestForProposal..........................322

6.5 WorkingWithClients ................................................................335

6.5.1 RespondingtoInquiries ..................................................335

6.5.2 MeetingwithaNewClient .............................................337




1. IntroductionCongratulationsonchoosingacareerasaneventplanner!Youareembarkingonapathfulloffun,excitement,bigchallengesandendlesspossibilities.Yourjobwillvaryfromdaytoday,evenminutetominute,andyou’llenjoythesatisfactionofcreatingfabulouseventsthatwillbethetalkofthetown.You’llworkhardand,ifyoudoitright,you’llmakeitlookeasy.

Somepeoplehavearealknackforthrowingparties,organizinggroupactivities,andmovingpeopleinacommondirection.Ifthisdescribesyou,thisguidewillhelpyoutakethatnaturaltalentandchannelitintoalucrativeandrewardingcareerineventplanning.Thisbookwillprovideyouwithastep-by-steproadmapforreachingsuccessintheworldofevents.Solet’sgetstarted!

1.1 WelcometoEventPlanningAneventplanneris,quitesimply,someonewhoorganizesevents.Whenyouthinkofan“event”youmaythinkofsomethingspectacular,such as the:




•AcademyAwards

• Mardi Gras

•SuperBowl

• Presidential Inauguration

•NewYear’sfestivitiesinTimesSquare

•Anyothermajoreventswehearaboutorseeontelevision

Event planners are needed for all these events. Event planners also workonthousandsofsmallerevents.Anytimepeoplegathertogetherforapurpose,someoneisneededtooverseeallthedetailstoensuretheeventhappensandthatitisasuccess.Theeventplanneristheprimarypointofcontactforcoordinatingthecountlessdetails,bothlargeandsmall,thatgointoasuccessfulgathering.

AsyouwilldiscoverinChapter2,eventplannersmayworkon:

•socialevents(birthdayparties,privatedinnerparties,familyreunions,etc.)

•corporateevents(companysocialevents,boardmeetings,openhouses,etc.)

•industryevents(conferences,associationmeetings,tradeshows,etc.)

•specialevents(festivals,parades,fashionshows,etc.)

Someeventplannersworkonstaffforbusinesses,organizationsandassociations,whileothersworkinthehospitalityindustryforhotelsandconferencecenters.Otheremployersincludecasinos,countryclubs,themeparks,andpublicrelationsfirms.(Chapter4hasmoreinformationabout employers.)Manyexperiencedplannersareindependentconsultants,workingforclientsonaper-projectbasis.

Meetingplanners(adistinctgroup)specializeinplanningconventions,conferences and seminars for professional organizations and businesses. Someeventplannersspecializefurther,planningexclusivelyout-of-




townevents(destinationmanagement)orincentivetravelprogramsforcompanyemployees(incentiveplanning).

Weddingplannersformanotherdistinctcategory,andarecoveredinanotherFabJobguide,theFabJob Guide to Become a Wedding Planner. A variety of job titles related to event planning can be found in section 4.2.

1.1.1 EventPlanningasaProfessionYouareenteringavibrant,growingandratheryoungindustry.Whileeventplanninghasbeenaroundsincethebeginningofrecordedhistory,only during the last 15 to 20 years has the industry been recognized as a separateentitywithadistinctskillsetandbodyofknowledge.

Thereareapproximately100,000full-timeorprofessionaleventplannersintheUnitedStates.AccordingtoIbisWorld,EventPlanningis a 5 billion dollar industry and as reported by the US Bureau of LaborStatistics,demandfortheprofessionisontherise:‘Employmentofmeeting,convention,andeventplannersisprojectedtogrow10percentfrom2014to2024,fasterthantheaverageforalloccupations’.

Globalization is expected to have a major impact on all areas of the industry.Thosemostaffectedbythistrendwereexpectedtobehotels,resortcompaniesandcorporationswithinternationallocationsandactivities.Anothertrendexpectedtoimpacttheindustryisthegrowthof virtual meetings and the expanding role of event planners in this newareaofthemarket.

“Thehealthofthemeetingsindustrymirrorsthatofbusinessandtheeconomyingeneral,”explainsColinRorrie,PresidentandCEOofMeetingPlannersInternational.Headds:“Anecdotalpredictionsofthe demise of face-to-face meetings due to technology or economic challengeshaven’tcometopass.Rather,organizationsarerecognizingthevalueofeventsasastrategicbusinesstool.”

1.1.2 BenefitsofthisCareerA career in event planning offers many personal and professional rewards,including:



https://fabjob.com/program/become-wedding-planner


RecognitionEvents involve people – usually large groups of people – and you’ll fast becomeknownasthepersonbehindthesceneswhogetsthejobdoneandmakessureeverythingisdoneflawlessly.Eventplanningisagreatwaytogettoknowyourcommunity,andwillhelpyounetworkwiththemoversandshakersinyourtown,yourstate,andevenbeyond.

FinancialRewardsWiththeincreasedrecognitionofeventplanningasanindustry,professionalsinthefieldareseeinganincreaseincompensationinboththebusinessandnon-profitarenas.

According to the Bureau of Labor Statistics median annual earnings of meetingandconventionplannerswere$47,350inMay2016(themostrecentdateforwhichfigureswereavailable),whilethetop10percentearned$83,030.Eventplannersworkingforassociationscanexpecttoearnabitlessonaverage—about84percentofthesefigures.

Ofcourse,ifyoustartyourowneventplanningbusiness,yourincomepotentialismuchhigher,andwillreflectthegrowthandsuccessofyour business from year to year.

Personal SatisfactionIfyou’veeverknownthesatisfaction thatcomes fromworkingincrediblyhardonachallengeandseeingoutstandingresults,youcanunderstandwhyeventplanningcanbesorewardingonapersonallevel.Financialandprofessionalrewardsarefine,butwhatagiftitistofindacareerthatpaysyoutohavethismuchfun!

FlexibilityIfyouarelookingforajobthatwillallowyousomeflexibilityinsettingyourownschedule,eventplanningmightbeagoodfit.Manysmallerorganizationsandbusinessescan’taffordafull-timeeventplanner.Andrecentdownsizinginsomefieldshaveleftremainingstaffoverworked.Thiscreatesanopportunityforpart-timeorseasonalworkratherthanarigid9-to-5routine.CarolPalmatierdescribesthebenefitsofflexibleeventplanningwork:




“IrecentlyjoinedthestaffofmylocalChamberofCommerceastheireventcoordinator.TheChambersponsorsfourmajorfundraisingeventseachyear.Thejobaveragesabout15hoursperweek,butpriortoeacheventthetimecommitmentcanbemuchgreater.Bytakingthisjob,Iamabletoadjustmyotherclientworkandarrangevacationandtraveltimewithmyfamily–aperfectbalance!”

IndependenceBecauseofthetimelyandtransientnatureofeventplanning,thefieldlendsitselfbeautifullytoindependentconsulting.Ifyou’veeverwantedtostartyourownbusiness,thisfieldofferssometerrificopportunities.MoredetailedinformationonstartingyourownbusinessasaneventplannercanbefoundinChapter5.

1.2 Inside this GuideThisbookwaswrittentohelplaunchyouintoyournewcareerbyprovidingindustryinformation,eventplanningguidelines,helpfulhintsonfindingandgettingwork,andadviceonstartingyourownevent planning business.

Chapter2willexplaininmoredetailtheroleofaneventplanner,andgive you step-by-step guidance on planning an event – from the initial planning stage to the day of the event.

InChapter3,we’lloutlinethetalentsandskillsyouwillneedinordertobeasmashingsuccessasaneventplanner,andoffersuggestionsonhowtodevelopthoseskillsthroughformalandcontinuingeducationand self-study.

Chapter4focusesoneventplanningjobs.Youwilldiscoverwhohireseventplanners,howtofindoutaboutjobopenings,howtoprepareaneffectiveresumeandcoverletter,andhowtodowellinaninterview.Youwillevendiscoverhowtocreateyourownjob!

Ifyouwanttostartyourownbusiness,youwillfindsomegoodadviceinChapter5.Youwillfindpracticalinformationonsettingupyourofficeandgettingreadytoopenforbusiness,includingsettingyourfees.InChapter6,youwilldiscoverpracticaltipsforGettingClients.




Whenyou’refinishedwiththisguideyouwillknowwhatsteptotakenextandwheretogofromthere.Byapplyingwhatyoulearnhere,it’sjustamatteroftimebeforeyou’llbewhereyouwanttobe…inanexcitingcareerasanEventPlanner!

YouhavereachedtheendofthefreesampleoftheFabJob Guide to Become a Event Planner.Toorderanddownloadthecompleteguidegoto https://fabjob.com/program/become-event-planner/.



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