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Guest Speaker – Lindsey Creath Report out on Event Description Defining the Vision Next Week
Upon completion of this week, the student will understand:Defining the VisionDetermine the purpose of the eventEstablish environmental standards for the eventDefine financial goals of the event
Who is the client?›Association Market›Business Market›SMERF Market
Purpose of the Event
› Association MarketTrade associationsProfessional associationsNonprofits
› By the numbers More than 20,000 national associations In addition to their membership rosters,
500,000 are employed to manage the associations
227,000 association meetings and event s each year
37.5 million people spending $38 billion Average annual expenditure for an
association event is over $300,000
Sources: Shock, Sgovio, Stefanelli. On-Premise Catering, 2011.2008 Meetings Market Report, Meetings & Conventions Magazine, August 2008
Events they hold› Local chapter meetings› Committee meetings› Board meetings› Topical conferences› Educational events/workshops/seminars› Charitable works› Annual conventions - exhibitions
What are the Top 5 convention cities?
Las Vegas Chicago Orlando New York City Anaheim
What about Omaha???› Omaha Convention & Visitors
Bureau› http://www.diabetes.org/in-my-community/local-offices/omaha-nebraska/› http://www.heart.org/HEARTORG/Affiliate/Omaha/Nebraska/
Home_UCM_MWA026_AffiliatePage.jsp› http://www.komennebraska.org/komen-race-for-the-cure/race-
information/nebraska-omaha-race/
Corporate and business markets represent 75% of the total catering sales in the United States.
Some are booked years in advance Not economy sensitive, more stable More concerned with overall value than
solely on price Planned attendees are guaranteed
Source: Shock, Sgovio, Stefanelli. On-Premise Catering. 2011
Events they hold› Meetings and conventions› Incentive events› New product introductions› Building openings› Recognition
Training sessions and seminars Anniversaries ICW (in conjunction with) Customer appreciation Sporting events
By the numbers› 1.1 million events› 84 million› Over $30 billion per year on events› Average event $550,000
Source; 2008 Meetings Market Report, Meetings & Conventions Magazine, August 2008
What about Omaha???› Berkshire Hathaway Shareholders Meetinghttp://www.berkshirehathaway.com/meet01/2012meetinginfo.pdf
› Kiewit 125th Anniversary Celebration› US Figure Skating Championshipshttp://www.2013uschampionships.com/
Social, Military, Educational, Religious and Fraternal gatherings
Tend to be smaller associations of people for a specific reason
Participants typically pay their own expenses so accordingly are more price sensitive
Social Events› Weddings› Wedding anniversaries› Reunions› Bar and Bat Mitzvahs› Baptisms and Confirmations› Birthdays› Fundraising events
Military Events› May involve attendance of high ranking
political figures› Subject to many rules› Many have per diem rates that set
limits on expenditures for lodging and meals
› Meeting places and accommodations must meet ADA and fire safety certifications
› Enhanced security requirements are common
Military Events› Training of government workers
› Awards functions› Federal holiday celebrations› Meetings› Balls
Educational Events› Can generate a respectable
amount of revenue and profit› Includes sporting events
associated with institutions; high school, college, etc.
Educational Events› Continuing education seminars› Symposiums› Graduations› Graduation parties› Alumni events› Donor recognition› Fundraising events› Fraternity and Sorority events› Sporting events/tournaments
Religious Events› Church fundraisers› Weddings› Baptisms› Confirmations› Bar and Bat Mitzvahs
Fraternal Events› Rotary, Kiwanis, Masonic
organizations› A good source of steady business› Standing orders for meetings, i.e.
every Monday at 12:00noon
Shortening of meetings to reduce lodging and meal expenses
Increasing cyber conferencing Changing frequency of Annual
meetings to every other, etc. Going to more regional meetings that
members can drive to reducing air travel
More value focused, i.e. live video for non-attending members
Increasing the interactivity of meeting sessions
Merging of sponsoring organizations Virtual trade shows Outsourcing Focus on ROI
Identified client Defined the purpose Next step establish the financial
goals
Profit Goodwill Entertainment Publicity
Purpose of the EventSupport area high school Culinary Arts/ Food and Consumer Studies programsPrepare for the State Pro-Start competitionFamiliarize high school students and parents with the MCC Culinary Arts ProgramIntroduce Culinary Arts as a career optionNetwork with Industry professionals
Financial Goals› Goodwill › Entertainment› Publicity
Financial Goals› Define financial goals of your event
Profit Goodwill Entertainment Publicity
HOLIDAY time Next class will be January 7, 2013 Guest Speaker – Megan Gilligan,
Director of Catering Embassy Suites, LaVista and owner of Inkblot Paper Designs
Organizational and Planning Considerations