Become an FabJob Guide to Event Planner anFabJob Guide to Event Planner ... into a lucrative and rewarding career in event ... provide you with a step-by-step road map for reaching

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 ........................................................15

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-timeorprofessionaleventplanners in the United States. Event Planning is a 5 billion dollar industry (www.ibisworld.com/industry-trends/specialized-market-research-reports/consumer-goods-services/personal/party-event-planners.html)andaccordingtotheUSBureauofLaborStatistics,demandfortheprofessionisontherise:‘Employmentofmeeting,convention,andeventplannersisprojectedtogrow10percentfrom2014to2024,fasterthantheaverageforalloccupations’(www.bls.gov/ooh/business-and-financial/meeting-convention-and-event-planners.htm).

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.”



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

http://www.ibisworld.com/industry-trends/specialized-market-research-reports/consumer-goods-services/personal/party-event-planners.html



http://www.bls.gov/ooh/business-and-financial/meeting-convention-and-event-planners.htm




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

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.And




recentdownsizinginsomefieldshaveleftremainingstaffoverworked.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 an Event Planner.Toorderanddownloadthecompleteguidegotohttps://fabjob.com/program/become-event-planner/.



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Become an FabJob Guide to Event Planner anFabJob Guide to Event Planner ... into a lucrative and rewarding career in event ... provide you with a step-by-step road map for reaching