SPECIAL EVENT MANAGEMENT

Presented by

Charmaine Wilkerson

For the Certificate of Completion

in Meeting & Event Planning

College of Extended & International Education

 ___________________________ www.ahleventsblog.com e-mail: charmaineusa@gmail.com

 BIOGRAPHY OF CHARMAINE WILKERSON

Charmaine Wilkerson, the daughter of the “mother-daughter” duo of and here’s lilly Events, Marketing & Design, has had an incredible career. Her first major event was managing the historical Opening of the Reagan Library where all five living Presidents at the time were united with their First Ladies. Charmaine has also serviced world leaders such as Margaret Thatcher, Mikhail Gorbachev, and Prince Andrew.

Charmaine joined her mother, Liliana Wilkerson, founder of and here’s lilly to add the necessary ‘ingredients’ to form their event management company that took over LA by storm in the late 90’s. Logistics and complete event planning are Charmaine’s forte. Designing menus of the finest cuisines with gold-medal culinary award winning executive chefs is not only what this dynamic duo offer. With Charmaine’s planning expertise they offer the complete package in event management that creates an everlasting reflection of good taste on the client’s guests, bosses, and colleagues. Her meticulous skill for logistics makes running an event streamlined, such as she accomplished in the two Inaugurals of President Clinton, and an economic summit for Al Gore. Charmaine was contracted by CSU, Dominguez Hills in Carson, CA to bring their signature fundraising event, The Presidential Scholarship & Awards Dinner, to new levels. She also spearheaded their Certificate Program in Meeting & Event Planning through Extended Education. The mother-daughter team has been featured in ‘Business Trends’, a publication of the LA Chamber, The Downtown News, The Los Angeles Times, Good Housekeeping magazine, the Simi Valley Star News, and the Simi Valley Daily News. Charmaine currently runs the executive dining services & events for the entire operation of HP’s Executive Briefing Center in Palo Alto, CA, under the global contract management company of Compass-USA, Eurest Division. MAJOR EVENTS MANAGED: Oscar’s Governor’s Ball Emmy’s Governor’s Ball Inaugural of President George W. Bush Democratic National Convention in LA Women’s World Cup in LA World Cup, LA

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SPECIAL EVENT MANAGEMENT

Presented by

Charmaine Wilkerson For the

Certificate of Completion in Meeting & Event Planning

College of Extended & International Education

DEFINITIONS

A unique moment in time of public assembly celebrated with ceremony and ritual to satisfy specific needs

Event Leadership / Event Management The profession requiring Management of a Special Event for the purpose of

celebration, education, marketing, or reunion

Special Event

EVENT LEADER / EVENT MANAGER AN INDIVIDUAL IN THE PROFESSION OF EVENT LEADERSHIP/MANAGEMENT WHO IS AT THE HELM OF A SPECIAL EVENT

Definitions - cont’d

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EVENT MANAGEMENT SPECIALTIES

Civic Expositions Fairs & Festivals

Hallmark Hospitality

EVENT MANAGEMENT SPECIALTIES – CONT’D

Meetings & Conferences Corporate/Associations Retail Social Life-Cycle

Sports Tourism Music/Entertainment

WHY ARE SUBFIELDS IMPORTANT?

Wolfgang Puck Born in St. Veit, Austria, Puck apprenticed as a chef in France. In 1973, he became Executive Chef of Ma Maison In LA. In 1982, he opened his own flagship restaurant, Spago, catering to celebrity clientele. Wolfgang Puck Catering (WPC) has created the cuisine for the Oscar’s Governor’s Ball at Hollywood and Highland and provides exclusive catering services to venues across the nation. Wolfgang’s empire includes branded cookware, utensils and appliances sold on Home Shopping Network, Sam's Club and the Frontgate catalogue.

THE SECRET OF MY SUCCESS "Surround yourself with committed, passionate, creative people; then you can't lose. I can't tell you how happy with and proud I am of the people who work here, how I've seen them grow, how I've seen them make a commitment to our clients, stretching their own imagination and creativity. It's the thing that makes me proudest. It's a team, a remarkable team of people."

Mary Micucci Along Came Mary

Colin Cowie “Born in Kitwe, Zambia, educated in South Africa, and a United States resident since 1985, Colin Cowie is recognized around the world as an arbiter of style. Colin Cowie Lifestyle – the world’s premier event planning, interior design and lifestyle company, with offices in Los Angeles, and New York – is the undisputed leader in its field.”

Business and Job Opportunities

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SPECIAL EVENTS MAGAZINE

$250 million +

5 CRITICAL STAGES OF SUCCESSFUL EVENT MANAGEMENT

• Research • Design • Planning • Coordinating • Evaluation

RESEARCH

•  Quantitative - is generally conducted in a survey manner which describes mostly demographics

•  Qualitative - is to probe for hidden meanings in the quantitative studies

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RESEARCH

To produce an effective event incorporate in your market research the 5 W’s:

•  Why •  Who •  When •  Where •  What

RESEARCH

“Why” should you produce this event to begin with

“Who” will be the stakeholders •  Internal - board of directors, committee

members, staff •  External - those who will be investing in your

event Sponsors, guests, donors

RESEARCH

“When” will the event take place. •  Time of year may influence location. i.e. outdoors

vs. indoors affects your event management time frame

“Where” will the event be held

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RESEARCH

“What” is the end result you wish to accomplish both for the guests and internal stake holders.

This should tie in with the rest of the W’s - Why, Who, When & Where Once you have answered the 5 W’s, the next is “How”

RESEARCH

“How” will your organization fund the event. This will also determine some of the W’s.

Budget - having it determined is crucial to producing

a successful event.

DESIGN

•  Brainstorming •  Creativity •  Theme

Resources - www.event-planner.com, www.specialeventsmagazine.com, www.specialevents.com, www.party411.com

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PLANNING

•  Timing •  Space •  Tempo •  Marketing

PLANNING

Timing involves the question “When” do you plan to hold your event. As the conductor, the Event Manager, is responsible to determine if the planning process is feasible

PLANNING

Space •  Location - Site inspection •  Space of time between critical decisions

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PLANNING

Tempo is the rate at which events take place during the planning stage

•  Time-Line •  Task List •  Managing Planning Committee

PLANNING

Marketing your event by •  Promotion •  Advertising •  Public Relations •  Mini Events •  Local Internet Listings •  Social Media

PLANNING

Promotion Know your event product. The most successful

salespeople have both expert knowledge of the product and effective sales skills.

Identify your target market

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PLANNING

Advertising Print not only in magazines or

newspapers but in association and organization newsletters, flyers, or website

PLANNING

Public Relations •  Press Releases - pre, during, and post

event •  PSA, TV •  Internet

PLANNING

Mini Events Using miniature events to promote larger

events, such as

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PLANNING

Local Listings u Zvents.com u Eventbrite.com

u Events/OC Register.com

PLANNING

Social Media u Twitter

u  Hash Tags: #csudhevents, #eventprofs

u Facebook: personal, business

u Pinterest: use visual images to promote u Blogs : ahlEVENTSBlog.com u Internet and apps : foursquare.com

PLANNING Social Media – cont’d

u LinkedIn u Groups : Event Planning & Event Management u Sub-groups:

u Social Media and Event Technology for Event Planners and Meeting

u Career Advice for Event Planning & Management

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COORDINATING

•  Executing the Task List by appointing leads •  Overseeing Time-Line •  Event Production Schedule (Event Time-Line)

EVALUATION

•  Stakeholders •  Guests/Attendees

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Event Planner – Task List

Group Responsible Task 12 Weeks Before Event Program Committee Determine event date and time Program Committee Determine event theme Program Committee Develop agenda Program Committee Identify potential speakers Program Committee and Treasurer Set budget and registration fees Program Committee Book Venue Sponsorship Committee Develop sponsor package Sponsorship Committee Identify potential sponsors 11 Weeks Before Event Program Committee Invite Speakers Program Committee Send out speaker memorandum of agreement or contract (find a sample) Sponsorship Committee Begin soliciting potential sponsors 9 Weeks Before Event Program Committee Finalize agenda Administrator Post event on chapter website and main events calendar on ACG Web site Administrator Send out email invite to all potential attendees Program Committee Finalize speakers and agenda 8 Weeks Before Event

Program Committee Determine menu and room set- up with venue (sample menu) Program Committee Confirm any audio visual needs with speakers Sponsorship Committee Continue to secure sponsors Sponsorship Committee Secure signed sponsor agreement form (find a sample) 4 Weeks Before Event Administrator Follow-up on any key players that have not registered Sponsorship Committee Order any signage that may be necessary for sponsors Program Committee Confirm menu and room set- up with venue 2 Weeks Before Event Program Committee Collect and/or print any materials speakers may provide for handouts 1 Week Before Event Program Committee Re-confirm all arrangements with venue Administrator Print membership applications for non-members Administrator Print name badges EVENT 1 Week After Event Administrator Follow-up with all event guests with survey Membership Committee Follow-up with any non-members with a member kit

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BMC  FINAL  EVENT  Show  Flow  &  Script   Page  2    

Final  Event  Show  Flow  Time   Action   Screens   Audio   Notes  

3:55  -­‐4:00   Photo  Slide  Show   Photo  Slide  Show  “Submitted  Presentations  –  title  page  montage”  

Music  from  slide  show  

Need  to  take  title  pages  and  make  a  slide  show  montage  and  music.    Do  we  have  this  done  yet?  

4:00   Voice  over  welcome  and  introducing  host  

BMC  Title  Slide   VO  by  Scott  Petersen   “Students,  Faculty,  Contestants,  Entrepreneurs,  Sponsors,  Mentors  and  Guests,  welcome  to  the  2011  Business  Model  Competition  Finals.    Introducing  your  Emcee  for  the  evening,  let’s  give  a  big  welcome  to  Mr.  Keith  McCord,  KSL  News  anchor  and  Reporter  and  emcee  extraordinaire.”  

4:01   Welcome  Opening  Remarks  

“   Keith  McCord  (per  script)  

Wireless  or  podium  microphone?  Includes  recognition  of  workers,  sponsors,  etc.  

4:05   Nathan  Furr   “   Nathan  Furr    4:10   Presentations  –   “           “   Background  music  –  

upbeat  and  energetic  Queue  first  presenter  

4:15   Presenter(s)  for  Company  #1  goes  to  stage  

PPT  for  Company  #1  Textwaiter  

  Order  of  presenters:    1)  Textwaiter  2)  Kalood  3)  MealDrop  4)  Gamegnat  

4:30   Presentation  and  Q&A  ends  Set  up  next  Company  

“   Background  music  –  upbeat  and  energetic  

   

  Presenter(s)  for  Company  #2  goes  to  stage  

PPT  for  Company  #2  Kalood  

   

4:45   Presentation  and  Q&A  ends  Set  up  next  Company  

  Background  music  –  upbeat  and  energetic  

 

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RESOURCES    

Career  Resources    

1. Indeed.com  

2. hospitalitycareernet.com  

3. hospitalityadventures.com  

4. hcareers.com  

5. MPI  Job  Bank  –  mpiscc.com,  mpiweb.org  

6. ISES  Job  Bank  –  ises-­‐la.com  

 

Organizations  

1. ISES  –  International  Special  Events  Society,  ises-­‐la.com  

2. NACE  –  National  Association  of  Catering  Executives,  nace.net  

3. AFP  –  Association  of  Fundraising  Professionals,  nsfre.org  

 

Certifications  

1. CSEP  –  Certified  Special  Event  Professional  Agency  –  ISES,  ises.com  

2. CMP  –  Certified  Meeting  Professional  Agency  –  CIC  (Convention  Industry  Council),  conventionindustry.org  

3. CFRE  –  Certified  Fund  Raising  Executive  Agency  –  CFRE  International,  cfre.org  

   

 

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REFERENCES        

1. “Special  Events     Best  Practices  in  Modern  Event  Management”     Second  Edition     Written  by:  Dr.  Joe  Jeff  Goldblatt,  CSEP    2. “Exceptional  Events  

  Concept  to  Completion”     Written  by:  Elizabeth  A.  Wiersma,  CSEP  and  Kari  E.  Strolberg  

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