MISSION IMPOSSIBLE… OR MISSION POSSIBLE?

Mary Ann TsuchiyamaAssistant Director

University of Hawai'i at Hilo Conference Center & Hawaiian EDventure Program http://uhhconferencecenter.com/

OPERATION 101

OPERATION 101: Mission Impossible…or Possible?

OPERATION 101:OPERATION “EVENT

MANAGEMENT”Your MISSION, should you choose to accept it is:

“ To PLAN and EXECUTE the BEST EVENT POSSIBLE”• DEFINE the word “OPERATION”• CLARIFY the MISSION• IDENTIFY your STAKEHOLDERS• ESTABLISH COMMUNICATION• DEVELOP your MARKETING strategy• CONSTRUCT your BUDGET• EXECUTE your PLAN• DEVELOP CONTINGENCY PLANS- CRISIS MANAGEMENT• ACKNOWLEDGE the PLAYERS (build lasting relationships)

DEFINING THE WORD…”OPERATION”

ACCORDING TO WEBSTER…THE WORD OPERATION IS DEFINED AS:

• Process• Action• Procedure• Maneuver• Function

Sounds easy, right? Are you ready to begin?

DEFINING THE WORD: “OPERATION”

CLARIFY YOUR MISSIONThe journey STARTS NOW! ~ THIS IS WHERE IT ALL HAPPENS!

• What is your purpose? Personal, Professional, Organizational...

• Who are you doing this for and why?– Does the event/festival that you’re

considering fit within your construct.– Does it feel right?

• What are the objectives? • Are they clear? • Is everyone on the same page?

CommunityBusinessUniversityNon-profitHistorical eventFestivalFundraiserCommemorationCelebrationAcademic event

Food Service Vendors, 10%

Car Rentals, 2%

Retailers, 10%

Community Resources, 15% Contractors, 8%

Volunteers, 5%

Accomodations, 15%

Artists & Entertainers, 5%

Resource Specialists, 5%

Kupuna, 5%Visitor Industry Tours,

20%

Artists & Entertainers Resource Specialists AccomodationsFood Service Vendors Car Rentals RetailersVisitor Industry Tours Community Resources ContractorsVolunteers Kupuna

IDENTIFY YOUR STAKE HOLDERSWho Benefits?

• Develop a communications strategy and protocol– Remember, e-mail can be your worst enemy

• Clarify your instructions and directives• Develop working relationships with all the players on your

team• Assess your team’s strength and weakness and divide

responsibilities accordingly• Set clear expectations and production results• Use tools (Timelines/Contracts/Task Assignments)

– Sample TimeLine– Sample Task Break Down

ESTABLISH COMMUNICATION

DEVELOPING A MARKETING PLAN

CUSTOMIZE YOUR MARKETING

FIND A MARKET THAT WANTS TO

‘BUY’ YOUR EXPERIENCE

MARKETING MESSAGES

• Do you know your community?• Is your message clear and consistent?• People hear your message based on their own needs so

knowing your demographic is very important

RESPONSE RATE = THE QUALITY OF YOUR MESSAGE“We see things NOT as THEY ARE…

but rather, AS WE ARE”

DEVELOP A MARKETING PLAN• Determine your marketing strategies

– Assess the financial impact of your marketing plan– Research sponsorship opportunities– Goes back to your stake holders (who benefits)

• Identify your marketing opportunities– PSA’s – Radio Interviews– Co-op advertising– Charitable element – Post-event publicity/communication/evaluation– Advertorials– Flyers– “Newsworthy” entertainers/events– Community impact

It’s REALITY CHECK TIME!

WHAT YOU WANTIs not necessarily what you can afford…

VS.

• IDENTIFY REVENUE BASE– IDENTIFY ALL INCOME– SPONSOR SUPPORT– FUNDRAISING – IDENTIFY BREAK EVEN POINT– DETERMINE OPERATIONAL INCOME YOU WANT TO GENERATE– DETERMINE IF ADMISSION OR REGISTRATION FEES WILL BE ASSESSED– DETERMINE TICKET SALE PRICES– DETERMINE VENDOR FEES

BUDGET…IT’S NOT A FOUR LETTER WORD!

• DETERMINE ALL EXPENSES – OVERHEAD– STAFFING– VENUE– CATERING– PRODUCTION– MARKETING– DIGNITARIES

YOU HAVE ARRIVED…IT’S PLANNING TIME!

“PEOPLE WITH GOALS ARE SUCCESSFUL BECAUSE THEY KNOW WHERE THEY’RE GOING!”

Eleanor Franklin

HAVE A PLANKNOW WHERE YOU’RE GOINGSTAY ON TRACKKEEP UP THE PACEand…DON’T DROP THE BALL

SECURE YOUR FUNDING AND SPONSORSDevelop your guesstimate budget plan

CHECK CONFLICTING CALENDAR DATESAvoid major event dates

LOCK IN YOUR CONTRACTSSecure your permits

USE YOUR TOOLS (Timelines/Contracts/Task Assignments)

DEVELOP A WORKPLAN AND TIMELINEEstablish benchmarks for major projectsCommunicate deadlinesLock in important datesAssign responsibilitiesMonitor the progress of your team

EXECUTE YOUR PLAN: Part I

ESTABLISH YOUR COMMUNICATIONS PROTOCOL• Identify critical areas of development • Communicate your priorities• Know who the decisions makers are• Be confident in YOUR decision making

MAKE FRIENDS WITH THE GATE KEEPERS• Take the time to establish relationships• COLLABORATIONS WORK

EXECUTE YOUR PLAN: Part II

REVIEW --- MONITOR --- ASSESS• MISSION • OBJECTIVES• COMMUNICATIONS STRATEGIES• BUDGET• YOUR IMPLEMENTATION PLAN• THE STRENGTHS/WEAKNESS OF YOUR PLAN REMEMBER…

Your EVENT is only as STRONG as your WEAKEST LINK!

EXECUTE YOUR PLAN: Part III

DISASTER MANAGEMENT: DO YOU HAVE CONTIGENCY PLANS?

• ASSESS WHAT COULD GO WRONG --- BEFORE IT DOES

• HAVE BACK UP PLANS FOR WEATHER EMERGENCIES

• HAVE TECHNICAL SUPPORT BACK UP

• EVACUATION PLANS…..REQUIRED.....NOT AN OPTION

• ARE YOU READY FOR MEDICAL EMERGENCIES?

• IS YOUR TEAM PREPARED WITH MEDICAL, POLICE,

EMERGENCY CONTACT NUMBERS?

• HAVE YOU IDENTIFIED THE DECISION MAKER…

WHO IS YOUR “EMERGENCY CAPTAIN?”

• DO YOU HAVE A SURVIVAL KIT? (TAN TRAVELLER)

They said “WHAT @*&%$!?!”

10. FORGETTING TO CHECK DATES• Make certain dates don’t overlap• Don’t forget major holidays

11. FORGETTING TO CHECK OUT THE SITE• Electricity?• Flood zone?• Evacuation routes?

12. DON’T FORGET TO MARKET YOUR EVENT!• Advance notice

13. DON’T FORGET TO PLAN ALL THE DETAILS!• Check, check and re-check• Be meticulous, detailed

14. CHECK REFERENCES• Takes extra time, but you want suppliers,

consultants and entertainers who will deliver what they promise

TOP 10 MISTAKES TO AVOID…

5. DON’T LET SOMEONE ELSE DO THE PLANNING• Don’t take the easy way out• Let others do the running around…but in the final analysis….

the buck stops with YOU!

4. DON’T NEGLECT THE CONTINGENCIES?• So, you think it won’t rain cats and dogs?• What about earthquakes, tsunamis, measles outbreaks at the same time?

3. DON’T TRY TO SAVE MONEY BY CUTTING CORNERS• Don’t sacrifice quality for price! • Cheap prices don’t always correlate with service and perfection

4. DON’T MAKE YOUR CHECKLISTS AND FORGET TO USE THEM!

1. DON’T FORGET THE DEFINITION OF INSANITY… “ Doing the same thing over and over again and anticipating a DIFFERENT RESULT”

TOP 10 MISTAKES TO AVOID

HAVE YOU ACKNOWLEDGED YOUR TEAM?

There is both an art and a science to leadership.

The art lies in developing an environment that encourages and nurtures the creative spirit. Fostering a collaborative work environment that is built on respect and affirmation.

The science lies in the dynamic minutia of the world of logistics, finances, research, grant writing and technology which can baffle the most fluid of minds.

Finding balance…Being authentic…Keeping your sense of humor…

And… always remember that you are part of an extraordinary team. This is not a field where you can take center stage or fly solo….

If your work environment is pono…Your events will be successful.

You can never say Mahalo too many times, because your ‘TEAM’ is the “Wind Beneath Your Wings”

Judith Fox-Goldstein

SERVANT LEADERSHIPThe best leaders- follow the team!

TEAM SPIRIT HAS TAKEN OUR UHH

CONFERENCE CENTER TO THE HEIGHT OF SUCCESS!

• 1990 I-ACCED Award• 1996 I-ACCED

Institutional Award• 1997-9 Kahili Award

– Events & Programs• 1999 “Best of Show”• 2002 Kahili Award

– Events & Programs• 2002 “Best of Show”

ALOHA & MAHALO!~ Our Ohana, Our Team ~

>>>>>>>>>>>>PAU!