Panel stresses importance of small details in event planning
In the world of garden-variety corporate gatherings and fundraisers, every detail ”“ from backlighting to live entertainment ”“ can present an opportunity for the host to differentiate itself, industry experts said at a recent roundtable conversation.
The event, “Out of the Box,” which featured everything from a Lady Gaga look-alike to a mini-reproduction of the popular off-Broadway production “Stomp,” was co-hosted by the Fairfield County Business Journal and sister publication the Westchester County Business Journal at the Renaissance Westchester Hotel in West Harrison, N.Y.
“What I”™m finding now is that everyone who comes into me says, ”˜I want to do something different, I want to do something no one else has done. I want to keep it fresh,”™” said panelist Mimi Klein Sternlicht, creative director of The Loading Dock, a Stamford events venue.
With individuals and organizations looking to give their events a unique flavor, the event planning industry is projected to rank among the fastest-growing employment sectors in the U.S. between 2010 and 2020.
In 2010, 71,600 workers across the U.S. were classified as being in the meeting, convention and event planning industry, according to the U.S. Bureau of Labor Statistics.
Between 2010 and 2020, that number is expected to grow by 31,300, or 44 percent. In comparison, the average projected growth rate for all occupations over that period is 14 percent.
Sternlicht said budget constraints should always be among the first items discussed with event planners and entertainers.
“Everyone is on a budget of some kind and that”™s the first thing that you should share with the people you want to do business with, because then they know what the parameters are,” she said.
While budget-related concerns are frequent and understandable, the panelists discussed creative ways they can be addressed ”“ from substituting printed materials for digital displays to avoiding the busy periods of the spring and fall.
“I”™d encourage someone who”™s on a budget or a nonprofit to pick a time of year that”™s not as crazy busy in the event world,” said panelist Jill Prince, president of Hal Prince Music and Entertainment L.L.C., based in Mount Kisco, N.Y., which provides live entertainment for events in the tristate area.
Months to avoid for those looking to save on their budgets are generally May, June, September and October, Prince said.
Audio and visual elements ”“ while crucial to the overall presentation of any given event ”“ are “scalable,” said panelist Joe Guilderson, president of Corporate Audio Visual Services, based in Elmsford, N.Y.
“We do 175 fundraising dinners in a year, so something has got to give,” Guilderson said. “There are some tradeoffs,” he said. “Maybe you don”™t have to print all the brochures anymore ”“ maybe you can run sponsors on the screen. Maybe you can do something digitally.”
When working with nonprofits and other community-based organizations, entertainers and event planners may be willing to offer discounts in the interests of building a long-term relationship, said Zoilo Ruiz, creator of Industrial Rhythm, based in Long Island City, N.Y., and a former “Stomp” cast member.
“We”™re really into building relationships,” he said. “A lot of clients that hire us will hire us again, so if we were to do an event for half of what we charge to help out the community, that”™s something we definitely do.”
Guilderson said making an investment in the small details can pay dividends, especially during busy periods and the holidays, when an individual might be attending several events over the course of a week or even a day.
“Part of that is, how can you stand out from the other events and how are you going to generate revenue or get people to come or show them your new products?” he said.
The event was moderated by Elizabeth Bracken-Thompson, partner at communications firm Thompson & Bender, based in Briarcliff Manor, N.Y.