Event Planning 101

By Phyllis K. Ershowsky, APR, MBA, Principal
PKE Marketing & PR Solutions, LLC

Most of my articles emphasize the academic side of marketing and PR – research, planning, strategy and evaluation – but from time to time, readers ask for more practical advice. For example, what are the key components of orchestrating an event?

During economically challenging times, many firms opt to host an event to express customer appreciation, to raise funds for a charitable organization, or to announce a new service or product.  It is a cost effective, personal way of doing business in a relaxed social setting. Remember that success results from careful planning.

At a recent gala I planned and facilitated for a client, I noted that the caterer was incredibly important to a wonderful evening.   So your first step will be to make sure to select the right one for your party.

Whether you are planning the soiree on your own, or hiring an event planner, following are some thoughts to consider to ensure that your guests are delighted and that you achieve your objectives.

Depending upon your budget for the event, most caterers are available with a menu of services that can range from supplying food and beverages to the whole gamut of tables, chairs, linens, glassware and flatware, set up and take down – it’s simply a case of knowing what you want them to handle – and how much you can afford.

Here are 10 helpful tips to keep in mind:

1. Calculate your budget.  Before you even make the call, be prepared with a listing of what the quote should include: food and beverages, servers and chefs, alcohol, ice, linens, flowers, decorations, candles and don’t forget – rentals. Rentals include tables, linens, plates, glasses, flatware, platters and hot chafing dishes.

2. Determine the theme or style of the event.  Are you planning a tux and tails black tie gala or are you throwing an autumn harvest party? Do you have a theme in mind, a color scheme to follow, or a specific menu to suit the season?

3. Decide on the type of service.  Considering the event’s tone and number of guests, you may want to plan either a buffet or a sit-down dinner.  Appetizers may be on a long table or served on a tray by roving wait staff. Keep in mind how many stations you might need to make sure you keep everything flowing!

4. Hot food or cold? Remember that hot food will require more service staff and will increase your costs.

5. Communication is key. Are you getting return phone calls and responses to your questions?  A great event depends on open lines of communication to keep everything running smoothly – on time and on budget.

6. Think about the bar. Limiting alcohol to beer and wine can save you money, but you may be inviting a crowd that expects an open bar.

7. Get three quotes.  It’s a good idea to comparison shop to see what you are getting for your dollar and who will best meet your needs.

8.  Take a taste.  If you are trying out a caterer that is new to you, go ahead and ask for a tasting session – most caterers will allow you to do this for free.

9. Set a schedule.  You will feel more organized if you and the caterer come up with a timeline for the day of the event – delivery and set up, an itinerary of the evening, and estimated closing time.

10. Relax.  The reason you’ve called the caterer is so you can mingle with your guests. So once you’ve put your trust in a caterer, let go and enjoy your successful event!