For any event—whether a concert or a Jello-wrestling fundraiser—planning is the difference between success and expensive failure. The organizer who stays on top of 5 key components will be halfway towards hosting a successful shindig.
1. Pick and Book the Venue
Popular venues and popular dates may be held two years in advance, so book ASAP. Even if a holding fee has been paid, call every 4-6 weeks to confirm
the event still owns the date—staff may change, computers break down, and bookings can be lost.
Factors in deciding on the venue:
Getting there—public transit, parking, taxi availability, etc
Equipment—are tables, chairs, stages, lighting, AV equipment, etc., included?
Is there a union or outside contractor agreement in place for labour and supplies or can the event use its own people and suppliers
(this cost can add up quickly)?
Sight lines, sound quality, wheel chair access, power supply, bathrooms,
décor/ambience (working around any of these gets pricey).
Tip: If the event raises money for charity, it may be able to get a discount.
2. Sponsorship
If an event is a good fit for a potential sponsor(s), it can lighten some of the event’s costs.
A business’s donation/marketing committees may only meet once or twice a year, so the proposal should go in as quickly as possible.
Create a package with suggested levels of sponsorship. E.g., $8,000 (in cash or goods/services) brings naming rights and 10 event tickets, while $5,000 gets prominent logo positioning on all PR materials and 6 event tickets.
Tip: Getting actual cash can be tough, but ad space, alcohol, prize giveaways, hotel rooms, and donated air plan points are usually possible.
3. Permits
A combination of Municipal and State permits for food, alcohol, noise/parking exemptions, etc., may be required—and the venue won’t allow the event to
take place without seeing them.
Start the process early—bureaucracy isn’t famous for moving quickly.
Tip: Until the permits are received, get regular progress reports and keep track of which official was communicated with and what was said.
4. Volunteers
Volunteers work best with clear descriptions of expectations and duties and a chain of command.
A few months before the event, recruit a volunteer captain who is responsible, organized, and has good people management skills. Big events may require
sub-captains.
Decide on the positions required and create job descriptions.
Define volunteer policies. E.g. no-one can drink on/before their shift and the volunteer ‘uniform’ has to come off before the partying starts.
Make sure that volunteers get their job description & policy sheet and know who their captain is at least a few days in advance.
Tip: Confirm volunteers’ shifts two weeks, one week, and 48 hours before an event—if no email or voice confirmation is received, call them. It’s no fun when half of the volunteers fail to show up.
5. Publicity
This is a huge topic. An event coordinator without much PR experience can try to find a mentor from a local PR firm or college.
Create a media kit (there are lots of online samples)
Create a Public Service Announcement (PSA) and fax/email often (some media outlets have a lead time of several weeks)
Print enough posters to allow at least two rounds of postering.
Tip: Make sure that every piece of PR material has the event’s date, venue, and contact info on it.
Partner Publishing’s Karen Opas-Lanouette has been organizing gig nights and fundraisers for longer than she cares to remember.
