I walk in a commercial area and there are two event spaces for rent that are about a block apart, Dallas Events Center and Vouv Meeting and Event Space. According to its website, Dallas Events Center has two ballrooms and a party room. According to its website, Vouv is owned by Culinary Arts Catering and has a 3,000-square-foot lobby and a 5,800-square-foot ballroom. For a four-hour event, its rates are $1,500 on weekdays and $4,000-$6,000 on weekends which includes the tables, chairs and linens but no food. The biggest event I have ever planned was a writers conference in Carthage, Texas in 2004. I think there were about 40 people there. I had to book all the authors, find a venue, order the box lunches, advertise, etc. I even had canvas bags printed with the theme: “From the Pulpit to Pulpwood: Clearing the Forest to Find the Right Words.” The pulpit was a reference to one of the authors who was a minister and, of course, pulpwood refers to the forests and lumber industry of East Texas. It did require a lot of work, so I can empathize with anyone who is an event planner. There is something terrifying about planning an event for a large number of people. When humans or the weather are involved, you can never predict what will go wrong. Let’s learn more about the fascinating world of event planners.
According to Wikipedia, event management is the application of project management to the creation and development of small and/or large-scale personal or corporate events such as festivals, conferences, ceremonies, weddings, formal parties, concerts or conventions. It involves studying the brand, identifying its target audience, devising the event concept and coordinating the technical aspects before actually launching the event.
The events industry now includes events of all sizes from the Olympics down to business breakfast meetings. Many industries, celebrities, charitable organizations and interest groups hold events in order to market their label, build business relationships, raise money or celebrate achievement.
The process of planning and coordinating the event is usually referred to as event planning and can include budgeting, scheduling, site selection, acquiring necessary permits, coordinating transportation and parking, arranging for speakers or entertainers, arranging decor, event security, catering, coordinating with third party vendors and emergency plans. Each event is different in nature, so the process of planning and execution of each event differs based on the type of event.
The event manager is the person who plans and executes the event, taking responsibility for the creative, technical and logistical elements. This includes overall event design, brand-building, marketing and communication strategy, audio-visual production, script writing, logistics, budgeting, negotiation and client service.
Due to the complexities involved, the extensive body of knowledge required and the rapidly changing environment, event management is frequently cited as one of the most stressful career paths, in line next to surgeons.
Strategic marketing and communication
Event management might be a tool for strategic marketing and communication, used by companies of every size. Companies can benefit from promotional events as a way to communicate with current and potential customers. For instance, these advertising-focused events can occur as press conferences, promotional events or product launches.
Event managers may also use traditional news media to target their audiences, hoping to generate media coverage which will reach thousands or millions of people. They can also invite their audiences to their events and reach them at the actual event.
Event venue
An event venue may be an onsite or offsite location. Event managers are responsible for operations at a rented event or entertainment venue, as they are coordinating directly with the property owner. Event managers will monitor all aspects of the event onsite. Some of the tasks listed in the introduction may pass to the venue, but usually at a cost.
Events present substantial liability risk to organizers and venues. Consequently, most venues require the organizers to obtain blanket or event-specific general liability insurance of an amount not less than $1,000,000 per occurrence and $2,000,000 aggregate, which is the industry standard.
Corporate event managers book event venues to host corporate meetings, conferences, networking events, trade shows, product launches, team-building retreats or training sessions in a more tailored environment.
Sustainability
Sustainable event management — also known as event greening — is the process used to produce an event with particular concern for environmental, economic and social issues. Sustainability in event management incorporates socially and environmentally responsible decision-making into the planning, organization, implementation of and participation in an event. It involves including sustainable development principles and practices in all levels of event organization and aims to ensure that an event is hosted responsibly. It represents the total package of interventions at an event and needs to be done in an integrated manner. Event greening should start at the inception of the project and should involve all the key role players, such as clients, organizers, venues, sub-contractors and suppliers.
Technology
Event management software companies provide event planning with software tools to handle many common activities such as delegate registration, hotel booking, travel booking or allocation of exhibition floor space.
A recent trend in event technology is the use of mobile apps for events. Event mobile apps have a range of uses. They can be used to hold relatively static information such as the agenda, speaker biographies and general FAQs. They can also encourage audience participation and engagement through interactive tools such as live voting/polling, submitting questions to speakers during Q&A or building live interactive "word clouds." Mobile event apps can also be used by event organizers as a means of communication. Organizers can communicate with participants through the use of alerts, notifications and push messages. They can also be used to collect feedback from the participants through the use of surveys in the app. Some mobile event apps can help participants to engage with each other, with sponsors and with the organizers with built-in networking functionality.
Education
There are an increasing number of universities which offer training in event management in the form of both certificates and undergraduate or graduate degrees.
The University of Central Florida's Rosen College of Hospitality Management in Orlando offered the first-ever bachelor of science degree in event management beginning in 2006. The program leverages core training in both hospitality, covering lodging operations, tourism, guest services, accounting and marketing as well as event management including sales, promotion, technology, design, risk management and catering with electives available for specific interests, such as cruises, clubbing, wine or trade shows. Other degree programs that do not offer a full degree usually offer concentrations, such as New York University, which offers a bachelor of science degree in hotel and tourism management with a concentration in event management. George Mason University in Fairfax County, Virginia and the University of Florida in Gainesville offer similar programs as well.
Because of the limited number of undergraduate degree programs available, it is not uncommon for event managers to earn their degrees in business administration, marketing or public relations. To supplement their candidacy, persons interested in event management typically earn one or more certifications which offer specialization into particular fields. Certifications available include:
- Certified Meeting Professional (CMP).
- Certified in Exhibition Management (CEM).
- Certified Trade Show Marketer (CTSM).
- Certificate in Meeting Management (CMM).
- Certified Professional in Catering and Events (CPCE).
- Certified Event Designer (CED).
- Certified Special Event Professional (CSEP).
- Certified Quality Event Planner (CQEP).
Top Event Planners in the Country
According to the June 15, 2018 article “Top 50 Event Planners in the Country” at partyslate.com, event planners go by many names: producer, event designer or consultant, creative director and the list goes on. That’s because it’s difficult to capture all that goes into the work they do. These event professionals curate experiences. From concept to celebration to beautiful conclusion, they’re in touch with every detail and key player to ensure wonderfully memorable events. Read about some of the top event planners below.
Rafanelli Events – New York, Boston, Palm Beach
Headed by Founder, President and Chief Creative Officer Bryan Rafanelli, Rafanelli Events is one of the nation’s premier event planning and design companies. With offices in New York, Boston and Palm Beach, the Rafanelli Events team has concepted, designed and executed exceptional events since 1996. Read Rafanelli’s comments below:
As early as I can remember, my mother was always hosting great parties at our Rhode Island home. The sense of community and of bringing people together to have a good time just for “good time’s sake” has always been inside of me. I started my career as a volunteer on the special events committee for the AIDS Action Committee. Nonprofit work is extremely important to me, and this experience allowed me to combine my love for event planning and passion for giving back. Shortly after, Rafanelli events was born in 1996. At that time, I was producing three events a year. Today the firm has grown to a team of 25 and we produce over 100 events annually.
One of my favorite events from this past year is the BCRF Hot Pink Party in NYC, an annual fundraiser for the Breast Cancer Foundation, which was founded by the late Evelyn Lauder. Attended by 1,200 guests, it is also co-hosted by the glamorous and generous Elizabeth Hurley, The Estée Lauder Companies Breast Cancer Awareness Campaign Global Ambassador.
To underscore the tremendous force of BCRF’s impact on breast cancer research, the event’s theme was “Super Nova.” We transformed the Park Avenue Armory into a scene from a fabulous sci-fi film. Guests entered the cocktail hour and were transported to an ethereal cloud-like space. Undulating white voile panels were glowing pink above making you feel like you were ascending through the clouds into outer space.
With a dramatic countdown, guests were blasted off into dinner where they were surrounded by glittering stars projected on a 120’L x 30’ curved projection screen. The stars moved across screens and continued onto the tables. Deconstructed galactic floral centerpieces atop glittering palette linens carried the stars into the room, which was wrapped in fiber optic star drape. Guests were immersed in space.
Calder Clark – Charleston, SC and Raleigh, NC
Calder Clark is a full-service consulting + design firm. Armed with strong vendor relationships, extensive experience, and old-fashioned know-how, it exposes each client to the art of fine entertaining. Recently named a top planner by Vogue and Harper's Bazaar, and one of the best planners in the country by Martha Stewart Weddings, Calder Clark has garnered a devoted following for creating exquisite weddings and offering high touch logistics. It infuses events with trademark Southern flair and impeccable taste, developing a sensory experience by layering lush florals, nuanced colors, dressmaker details and ambient lighting. Read Owner & Lead Designer Calder Clark’s comments below.
We are told time and again by creative partners and clients alike that our design approach is really unique for two reasons. First, it surprises people to see a planner-designer with a “warehouse model,” meaning we shop and source fantastic things to layer throughout our private parties, from custom lighting to lovely furniture vignettes. Second, we render fully and detail out every last layer of our event spaces ourselves, as opposed to delegating all those creative moments to a production company or florist. I just relish wearing the proverbial creative cap!
Affairs with Linda – Chicago
Affairs with Linda began 30 years ago, and it has blossomed into a full-service success story for Linda Alpert and her clients. Over the years, it has orchestrated over 1,000 weddings for a wide variety of clients — from celebrities, CEOs, even a mayor of Chicago — with budgets ranging from $50,000 to $500,000. Read owner Linda Alpert’s comments below.
Personal interaction is most important to me, I like to get to know my clients and have them get to know me on a personal basis. I do text and email but love to speak directly with clients. I listen closely, put together a realistic budget and stay within that budget. I get back to my clients very quickly and most tell me how wonderful that is. I do my very best to help clients save money. Also, I have long-time relationships after the event with my clients and their families. Kindness and understanding go a long way.
My favorite event from this past year was the second wedding that I did in December for a wonderful family from Michigan. We did a Baha’i ceremony at the Ritz, then did a Catholic ceremony at Loyola University at the beautiful chapel on the lake. The bride and groom were so happy and the love they projected to all filled the entire afternoon, evening and after party with so much joy. No one wanted it to stop. Also, my vendors were beyond fabulous; we work as a team and I am only as good as my team. The next day we had a brunch at the hotel for 250 family and friends.
Emily Clarke Events – Dallas
Emily Clarke Events began in 2009 when she decided to put her passion and talents for well-planned, beautifully designed events to work for brides, corporations and individuals throughout Dallas and beyond. The team at Emily Clarke Events thrives on researching new ways to fulfill grand visions, while also using time-tested traditions to make events both classy and chic.
This team is endlessly creative and competent, conjuring transformative event visions. They are relationship-cultivators and advocates on behalf of their clients to ensure that their resulting celebrations are as memorable as they are stunning. The group especially excels at destination weddings, with Mexico serving as their favorite spot.
Andrea Eppolito Events – Las Vegas
I started planning my Sweet 16 when I was 13 years old. A few years later, someone in the wedding industry saw the binder (yes, BINDER) that I was carrying out with me. It was filled with sketches, tear outs, timelines and songs. She looked it over and said, “You should be a wedding planner,” and invited me to work the registration at a small wedding trade show. That was all it took; I was hooked! I used the money I made to buy wedding magazines and “how-to” books and never left the industry. I enjoy being deeply and personally involved in every aspect of an event.
One of my favorite events was a nontraditional wedding that I worked on at The Four Seasons. The bride was very familiar with my work and came to the table with a lot of trust. She asked me, “What’s the one thing you have always wanted to do at a wedding, but haven’t?” And I told her, “I want to float a wedding cake in the middle of a pool … just have it float around until it’s time to be cut.” She was giddy and said, “Great! Do it!” I was given the freedom to stretch and grow, and to indulge in a whimsical design that I’m not as famous for — I tend to skew towards the classics. The results were spectacular and included not only the floating cake, but 20-foot birdcages for seating, hand-dipped ombre silk wraps, feathered invitations and mermaids! I could not have asked for more!
Details, Details Wedding & Event Planning – Los Angeles, Orange County, San Diego
Established in 2003, Details Details is a premier full-service event planning and design company specializing in distinctive weddings, lavish events and corporate functions.
With its extensive hospitality management resumes, it possesses in-depth industry knowledge and experience that has proven to be invaluable in ensuring a seamlessly planned and executed event. It is passionate about delivering uncompromising guest service while maintaining a positive and sophisticated approach, handling each event with the utmost care. Read President Jeannie Savage’s comments below.
I started off in the hotel and hospitality industry. I have a background in hotel management as general manager of two hotels which gave me a strong understanding of how to manage people, how to design and execute events from that side and get people to work toward a common goal. I now use those skills on behalf of my clients.
Details Details works in Los Angeles, Orange County, and San Diego — a three county radius. We service a large physical circumference for the market from Santa Barbara to Palm Springs to San Diego. Our planners have dynamic personalities, and we’ve developed a large portfolio of cultural weddings — Persian, Jewish, Indian, etc. — and have the staffing capabilities to be able to service several events per weekend.
Elements by K.H. & Co. - Haiku-Pauwela, Hawaii
Elements by K.H. & Co. is a full-service destination management firm, curating high-end customized weddings and events in exclusive destinations by combining strategic branding with impeccable service, flawless production and elegant design. Read the comments of Founder and Creative Director Kimiko Hosaki below.
We’re not your typical event planners. For us, it’s all about creating overall experiences that showcase the unique styles and personalities of our clients, down to the smallest details. We place an emphasis on style and decor with an eye for the smallest of details and work to infuse each client’s personality into them. In the early planning stages, we ask our clients about their favorite furniture pieces at home and what their dream home would look like. We also explore their taste in fashion and accessories. Armed with this information, we work to infuse it into the overall design and elements of their event. The result is an event that truly is a representation of them. We also focus on the guest’s experience through food and beverage. Food brings people together in ways nothing else can and it is what most remember long after the event is over. It is a truly communal experience, so we work to build something memorable around the dinner table and at the bar by working with chefs and mixologists to curate custom menus that are representative of each client’s tastes and the culinary experiences they want to create.
Chris Weinberg Events – Miami, Florida
Chris Weinberg Events assists you in thoughtfully planning, crafting and producing your event anywhere your heart desires. CWE is a dynamic, full-service event design, planning and management firm that executes incredible, memorable and — most of all — fun events worldwide. We specialize in weddings, milestone celebrations, social soirees and corporate events. We pride ourselves on staying in front of industry trends, not only setting but raising the bar and breaking boundaries to create the most exciting event and guest experiences. Known for her energetic demeanor and ingenious ideas, the company’s namesake has been called “positively radiant,” “brilliant and bubbly” and a “talented and elegant woman who creates edgy and amazing events.” Read Founder, Chief Experience Officer & Lead Event Producer Chris Weinberg’s comments below.
I have a reputation for doing what it takes to get the job done, always with a calm demeanor, handling problems and challenges seamlessly. My clients engage me because they know I use diplomacy and discretion when working with their families and vendor partners. I bring people together to work as a team to get the job done and care about each person involved in an event. Clear communication is a priority for producing successful events, and I take the time to learn how each client works best so that I can optimize the planning and execution of each event. I enjoy building long-lasting business relationships with clients and vendors that cultivate repeat business and encourage recommendation of my services.
One of my favorite events this past year was an extreme sports-themed bar mitzvah at the brand-new Frost Museum of Science. It was especially exciting because this was the first social event at the venue. Our client rented out the entire Aquarium building of the museum, and there was a different experience for guests on each level of the building throughout the night. This began with cocktail hour on the rooftop overlooking the Miami skyline with animal interactions. Guests then moved through a jellyfish room to a lower level with a surfing simulator under the oculus of the shark tank and down to the ballroom with a light-up dance floor, activities and delicious dinner stations.
Alison Events – San Francisco, California
Alison Events is more than just a boutique event planning firm. It’s a global team with the creative capacity to design and execute an unforgettable party — whether a destination wedding, a corporate gig or a big-bash birthday. It believes in creating unique moments that inspire. It transforms environments with its mix of solutions that integrate lighting, furnishings, linens and floral design. Read the comments below of Creative Director Alison Hotchkiss Rinderknecht and Managing Partner Jesse Tombs.
Our unique aesthetic is both modern yet organic in feeling. We desire to make each wedding or event we plan and design to feel intimate, authentic and meaningful reflection of our clients. Our diverse backgrounds in customer service-centered and hospitality-focused roles brings each of our events to the next level and leaves no stone unturned. We love to collaborate and work as a creative team with our vendors, so there is no ego, and it is always all about our clients and what they want on their special day.
Last year we were the first American event planner to design and produce a wedding in Japan. It was also the first wedding ever at the Amanemu in Shima, Japan. We both love Japanese culture, so it was certainly a career highlight to say the least. Alison lived in Japan in high school, so it felt like we came full circle. The clients were so amazing to work with.
Kate & Co. – St. Louis, Missouri
Kate & Co. is a full-service event design firm serving the Midwest and beyond. Each client receives the unparalleled experience and incomparable attention to detail that makes Kate & Co. a leader in the industry. Kate & Company is honored to have been named in Vogue's Ultimate Wedding Planner Master List, featured in Martha Stewart Weddings magazine, named for The Knot's Best of Weddings for years running and named Saint Louis' Wedding Planner of the Year by the Saint Louis Wedding Awards. Read Founder and Principal Designer Kate Turner’s comments below.
What really makes our brand unique is the client-facing experience, how we get to know and design for our clients. I hate the term “one-stop-shop” — what we do is this really big presentation that’s comprehensive from the first touchpoint to last touchpoint for guests, hitting all five senses throughout the process. We make the guest experience amazing and create an experience for our clients as well. We tell a fashion story, a color story with full mockups; when you’re sitting at the table for your tasting, that’s exactly what it will be like for the event itself. We work with a lot of out-of-town clients, so we make most of our in-person meetings; we can handle the rest virtually, as we’ve developed strong skills in using technology to coordinate and communicate. We make sure our clients get to do the fun stuff like choosing flowers and stationery while letting us worry about the rest. I try to not just make it another beautiful event — first, I want your guests to walk in and feel like it’s so YOU and second, I won’t re-create someone else’s work I want people pinning your wedding rather than the other way around.
Tracie Domino Events
Domino’s stylish expertise and relatable sophistication has earned her the trust of business leaders, professional athletes and — most importantly — countless couples planning extraordinary weddings. The consummate professional, her ability to flawlessly design, coordinate, manage and implement every detail to her client’s vision has allowed her to become a highly sought-after destination wedding planner in Tampa Bay, Florida; Park City, Utah; and throughout the U.S. and Caribbean. Read Founder and Creative Director Tracie Domino’s comments below.
I got started in events back in 2000 when I was a public relations student at Florida State University. I had an internship in the Athletics Marketing office where I mainly did expense reports for executives, but one day my boss asked me to plan the “Outback Steakhouse Women’s Only Football Clinic.” It was to be a community outreach event featuring Coach Bobby Bowden, Heisman Trophy winner Chris Weinke and some other coaches and officials to teach women the strategy and rules of football in a fun way, with a steak dinner and locker room tour. I had no clue what I was doing, but it turned into a successful, sold-out event that was covered by the local media. The high of seeing that come to fruition has had me hooked ever since!
Our focus is on experiential design and what makes an event fun and memorable to the guests. No matter how pretty an event is, no one cares if there is a long line at the bar or it takes forever to retrieve your car from the valet.
Magnolia Bluebird Design & Events – Washington, D.C.
Magnolia Bluebird is the premier full-service planning, design and event management firm for clientele seeking an unparalleled one-of-a-kind customer service, creative and planning experience for bar and bat mitzvahs and weddings. Its award-winning creative team leverages over a decade of experience and knowledge to design personalized and timeless experiences with exclusive resources and respected relationships with the industry's best vendor partners to produce unforgettable memories with flawless results. Read Principal Danielle Couick’s comments about her favorite event from this past year below.
When we meet a kid with a unique perspective, vibrant personality and gracious manners we totally fall in love. Nava was that kid for us, and we were charged with designing an event for a girl with a love for horses and modern art. Typically an odd combination, but with family roots in New York, Nava’s Museum of Modern Art was born. Each space was transformed to reflect one of her favorite artists including Pollock, a black light version of Haring, Japanese anime and Warhol, to name a few. Each space featured a different activity or immersive experience — custom paint-by-number, anime-inspired caricatures, Monet impressionist smoothie bar, street art screen-printed favors. Our favorite detail to date was the escort card wall. Our graphic designer created 15 custom pieces featuring a horse in the style of each artist and her color palette. The installation itself became a custom piece of art, and as guests removed their personalized canvases, a Pollock-inspired piece was revealed. The end result was as cool as each individual part.
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