9.4 The Event Planning Process
Site Selection
Event planning is a process that requires careful consideration of numerous factors to ensure success. Among these, site selection stands out as a crucial initial step. Site selection for a professional event planner can be approached in a myriad of ways. There are eight general steps that most event planners follow loosely:
- Identify Objective(s) Of Event
- Gather Past Event Data And Information
- Determine Physical Requirements Of Event
- Consider Stakeholder Expectations
- Select Destination And Facilities
- Prepare RFP
- Review And Evaluate Sites
- Select The Site
Identify Objective(s) of Event
The first step in site selection is to clearly identify the objectives of the event. These objectives can range from educational, motivational, celebratory, or networking-focused. Understanding the purpose of the event guides the planner in choosing a location that aligns with the event’s goals. For instance, a corporate retreat aiming to foster team bonding might look for a site with team-building activities, while a scholarly conference would prioritize a location with adequate seminar rooms and technological support.
Event planners often employ a mix of quantitative and qualitative data to inform their decisions. Quantitative data, such as attendee numbers, budget constraints, and previous event outcomes, play a critical role. For example, if historical data shows that a previous educational conference attracted 70% of its attendees from a particular region, it would make sense to select a site within that region to increase attendance and reduce travel barriers for the majority of the audience.
A real-world example of this approach in action can be seen in the IFA show held in Berlin, Germany, the Internationale Funkausstellung Berlin (International radio exhibition Berlin, a.k.a. Berlin Radio Show). The event organizers have been continually assessing the objectives of the show since the 1920s. The show revolves around showcasing cutting-edge technology and fostering industry connections. Understanding that the event attracts a global audience with a keen interest in the latest tech trends, the selection of Berlin as the destination aligns perfectly with these goals. The city offers not only the necessary technological infrastructure but also a conducive environment for networking and entertainment, which is key for an audience keen on experiencing the latest in technology and innovation. By aligning the site selection with the event’s objectives, IFA has managed to attract approximately 250,000 attendees annually (Frewel, 2015).
Gather Past Event Data and Information
Experienced planners often refer to historical data and information from past events. This includes attendee numbers, preferred locations, budget constraints, and feedback about venues. Such data helps in understanding what worked well and what did not, thereby informing better decision-making for future events. For example, if previous events saw a high turnout in a particular city or at a certain type of venue, this might influence the current site selection.
Event planners typically utilize tools and techniques to collect and analyze this data effectively. Key performance indicators (KPIs) like attendee satisfaction scores, registration-to-attendance conversion rates, and even social media engagement levels are meticulously tracked. For instance, an event with a high registration-to-attendance conversion rate and positive social media buzz in a specific location can signal the appropriateness of that site for similar future events.
Qualitative data, such as attendee feedback and stakeholder expectations, are equally vital. Planners often gather insights through post-event surveys, social media engagement, and direct conversations with key stakeholders. This feedback provides invaluable insider information about preferences for location, types of venues, and even the timing of the event. For instance, a tech company planning a product launch might glean from past events that their audience prefers high-energy urban environments, leading them to select a downtown venue in a major city with vibrant nightlife.
Additionally, financial data from past events provides a clear picture of budget allocation and spending patterns. This includes costs related to venue rental, catering, technology, and transportation. A study by the Professional Convention Management Association (PCMA) revealed that venue and catering costs typically account for 33% of total event expenses (Lutz, 2013), making them critical factors in site selection decisions. Planners often compare these costs across different locations to identify the most cost-effective options without compromising the quality of the event.
A real-world example of effective use of past data in site selection is seen in the planning of the annual South by Southwest (SXSW) festival in Austin, Texas. The organizers extensively review data from each year’s event, including attendee demographics, session popularity, and feedback on venues. This data has continually informed their decisions to expand the event’s scope and utilize various venues across the city to cater to the diverse interests of attendees. For example, in response to growing interest in tech and start-up culture, SXSW has increasingly utilized venues in downtown Austin known for their proximity to tech companies and start-up hubs. This strategic use of historical data not only helps in refining the event experience but also ensures that the festival remains relevant and appealing to its evolving audience.
Determine Physical Requirements of Event
The physical requirements of an event play a critical role in the site selection process. This includes considering the size of the event, the type of activities planned, accessibility (including lift availability), and special needs. The planner must ensure that the venue can comfortably accommodate the number of attendees, has the necessary technical facilities for presentations or entertainment, and is accessible for all participants, including those with disabilities. For a tech conference, for instance, high-speed internet and advanced audio-visual equipment would be imperative.
Event planners often rely on a comprehensive analysis of space and technology needs when determining the physical requirements of an event, For large-scale events, capacity is a primary concern. The average conference attendee requires approximately 20 square feet of space in a trade show setting (Global Expo, n.d.). Planners use these benchmarks to estimate the minimum size requirements for the venue. Additionally, the layout of the space is critical – for networking events, open spaces that encourage mingling are preferred, whereas educational seminars might require a theater-style setup.
Technology is another cornerstone of modern event planning. Approximately 83 % of event professionals plan to use event technology to engage attendees (Agorify, 2023). In a tech conference scenario, this might mean ensuring robust Wi-Fi capable of handling hundreds or thousands of simultaneous connections, state-of-the-art AV systems for presentations, and live streaming capabilities for virtual attendees. The availability of technical support staff on-site is also a crucial factor, as they can promptly address any technical issues that may arise.
An example could be the annual Seattle Interactive Conference. This event, which focuses on technology, creativity, and emerging trends, is historically hosted in the Seattle Convention Center. This venue is chosen for its ample space – with multiple conference rooms and a large exhibition hall – allowing the event to accommodate thousands of attendees. Moreover, the convention center is equipped with high-speed internet and advanced AV systems, catering to the tech-savvy audience. Accessibility is also a key consideration; the venue complies with the Americans with Disabilities Act (ADA, 1990), ensuring that it is accessible to all attendees.
Consider Stakeholder Expectations
Stakeholders of an event can include sponsors, attendees, speakers, and exhibitors. Understanding their expectations and preferences is vital. This could involve considering the event’s geographical location for ease of travel, the prestige of the venue for high-profile events, or the need for specific amenities and services. A venue that aligns with stakeholder expectations can significantly enhance the overall experience and success of the event.
When considering stakeholder expectations in the site selection process, event planners must align the venue’s attributes with stakeholders’ values. This is particularly important for sponsors or organizations with a strong commitment to environmental stewardship. Event planners may assess the sustainability credentials of a venue, such as certifications for green practices, to ensure they meet these expectations (UCF Online, n.d.).
Cultural diversity is of particular focus for many event planners. This means the cultural appropriateness of a venue becomes a key consideration. Planners often conduct cultural sensitivity checks to ensure that the venue resonates well with the event’s theme and the cultural backgrounds of the attendees. This might include evaluating the venue’s design, artwork, and even the menu offerings to ensure they are inclusive and respectful of diverse cultures (Lamagna, 2018).
A real-world example that illustrates the importance of meeting stakeholder expectations is the annual Singapore FinTech Festival. As the world’s largest platform for the global FinTech community, the festival not only attracts major financial institutions as stakeholders but also tech entrepreneurs from across the globe. The choice of Singapore as the location is deliberate given its status as a financial hub featuring a robust infrastructure. Furthermore, the nation’s welcoming visa policies for business make it an attractive location. The festival is held at the Singapore Expo, a venue known for its state-of-the-art facilities and flexible event spaces that can be tailored to various needs and audience sizes. The Singapore Expo’s advanced technological infrastructure supports the high-tech nature of the event, aligning with the expectations of the tech-savvy stakeholders. Meeting stakeholder expectations is not just about the physical aspects of the venue but also about the intangible qualities that reflect the stakeholders’ values and goals.
Select Destination and Facilities
Once the above factors are taken into account, the planner can begin selecting potential destinations and facilities. This step involves researching various locations and venues, taking into account factors like climate, local attractions, transportation, accommodation options, politics at times, and cost. A destination that offers a unique or appealing environment might add extra value to the event, enhancing attendance and engagement.
When selecting a destination and facilities for an event, planners must dive deep into demographic studies and economic impact reports to identify areas that not only have the desired appeal but also the capacity to handle the event’s requirements. Event planners look at data to gauge which cities have a track record of successfully hosting large-scale events, considering factors like the availability of multiple accommodation options, ranging from luxury to budget-friendly, and the presence of transport links that facilitate easy access to the venue.
In addition to the practical considerations, the local culture and the availability of unique experiences play an increasingly significant role in the selection process. Planners often consider what attendees can do outside event hours, which can be a deciding factor for attendance. This points to the importance of a destination’s broader appeal in attracting attendees and influencing their overall experience.
An example of this strategy in action is the choice of Melbourne, Australia, for the International Congress of Immunology. Melbourne’s selection was no accident; it was based on its reputation as Australia’s knowledge capital and for having the highest concentration of medical research institutions in the nation. The Melbourne Convention and Exhibition Centre (MCEC) was the venue of choice, not only for its award-winning architecture and modern facilities but also for its central location in the city, surrounded by a thriving cultural scene. The MCEC boasts a ‘6 Star Green Star’ environmental rating, which aligns with the growing demand for sustainable event practices—a factor that is increasingly important for both event planners and attendees.
Furthermore, the city’s accessibility, with its efficient public transport system and a large number of flights to Melbourne Airport, makes it convenient for international delegates. The city’s diverse dining scene, cultural festivals, and sporting events offer attendees a chance to experience Australian culture, which can significantly enhance the attractiveness of the event. By selecting Melbourne, event planners leveraged the city’s infrastructure, cultural richness, and global connectivity to deliver a successful congress. The Congress not only met the scientific community’s needs but also showcased Melbourne’s capability to host events that leave a lasting impression on their attendees.
Prepare RFP (Request for Proposal)
With a list of potential sites in hand, the next step is to prepare a Request for Proposal (RFP). RFPs are a document that outlines the requirements of the event in detail and is sent to potential venues and suppliers. The RFP should include information about the event dates, expected number of attendees, space requirements, technical needs, catering, and any other special requests. This allows venues to provide detailed proposals that can be compared and evaluated.
A relevant case example comes from Snowsports Industries America (SIA), a Denver-based association that holds an annual Snow Show expo throughout resort destinations such as Colorado, Utah, and California. The association operates on an 18-month planning cycle and issues detailed RFPs to six prospective mountain resorts approximately one year ahead of the show. Specific questions addressed needs from exhibit hall capacity (500,000+ sq ft) to lodging rooms within shuttle distance (5,000+) to sufficient space to demo the latest ski gear and technology. The RFP further outlines requirements around sustainability commitments, inclusiveness policies, and COVID-19 safety protocols. Receiving proposals from these resorts that respond directly to their preferences then enable objective comparisons on cost, accessibility, brand alignment and other key decision drivers.
While time-intensive to produce, crafting a meticulous RFP results in custom-tailored venue and vendor responses reflective of the event’s distinct needs. Quantifying all specifications and expectations upfront ultimately yields optimally-matched proposals and surfaces any potential deal-breakers before commitments are made. The RFP process lays the foundation to select the most fitting partner venue through an apples-to-apples comparison while securing favorable pricing and terms.
Review and Evaluate Sites
Once the RFP responses are received, each site is reviewed and evaluated based on how well it meets the event’s requirements and objectives. This evaluation often involves site visits to inspect the facilities firsthand, meet with the staff, and assess the overall ambiance and suitability of the location. Cost, availability, and flexibility of the venue are also crucial factors in this evaluation.
Reviewing RFP responses and evaluating potential venues is a meticulous process, backed by extensive data gathering and objective analysis. Industry statistics indicate site visits comprise the most vital component to this analysis. Events Industry Council produces Global Economic Significance of Business Events studies, which can aid members in venue selection.
During these site visits, planners assess logistical criteria like meeting room capacities, ceiling heights and load-in access but also gauge more intangible factors around ambiance and service. A useful case example comes from Reed Exhibitions preparing to host their first ever DesignCon conference outside Silicon Valley. After 30 years in California, the 10,000 person tech gathering sought a Central U.S. location offering a fresh yet apt attendee experience (DesignCon, 2020). The planning committee narrowed options to Denver and Austin following extensive RFP reviews. In-person site visits then focused on evaluating the brand personality of each city alongside pure meeting capacities to best match their innovative, entrepreneurial vibe. This evaluation combined hard metrics around pricing and infrastructure with experiential factors around walkability, hotels, culture and access. In the end, Austin’s recent innovative success in the semiconductor and microelectronics spheres coupled with its creative, anti-corporate ethos led Reed Exhibitions to select the Austin Convention Center and surrounding downtown to launch DesignCon’s inaugural Texas edition in January 2024.
Cross-referencing RFP details against in-person venue realities enables planners to validate and augment initial assessments while gaining first hand perspective on potential customer experience. Layering objective performance benchmarks together with subjective environmental factors ultimately facilitates determining optimal site alignment with the organization’s requirements, attributes and target attendee persona.
Select the Site
The final step in the site selection process is to choose the site that best fits the event’s objectives, meets the physical requirements, satisfies stakeholder expectations, and falls within budget. Once the site is selected, the planner can proceed with negotiating contracts, finalizing details, and moving forward with the event planning stages.
Upon narrowing down potential sites, the event planner enters a data-driven decision phase. They may use a scoring system to rank venues based on criteria such as cost, facilities, services, and past attendee feedback. This might include bandwidth capabilities, virtual event infrastructure, and on-site technical support. Budget also plays a pivotal role, with cost comparisons between venues being meticulously analyzed. Planners look at the total cost of the venue, including hidden costs like overtime charges or minimum catering spend, to ensure the selection aligns with financial constraints.
Take, for instance, the Portland Wine & Food Festival. When the organizers of this festival were selecting a site, they needed a venue that could support the specific requirements of a large-scale culinary event, including outdoor space for food trucks, a robust setup for cooking demonstrations, and facilities for wine storage and tasting. The decision to use the expansive Tom McCall Waterfront Park was driven by its scenic views, which enhance the attendees’ experience, and its central location, which is easily accessible and well-connected to public transportation. Moreover, Portland’s reputation as a hub for foodies and its commitment to sustainability practices resonated with the festival’s ethos. The park’s ability to support a zero-waste policy through composting and recycling facilities was a significant factor in its selection, aligning with both the event’s sustainability goals and Portland’s environmental values. This strategic choice underscored the importance of not only the venue’s physical capabilities but also its cultural fit, ensuring the festival’s success in a city that prides itself on green living and gastronomic excellence.
Leads and Lost Opportunities
Leads can be understood in two primary ways. First, this could be a potential client. This is the most common meaning of a lead. It refers to any individual or organization who expresses interest in your event planning services. This could be through various channels, such as: Contacting your website or email, attending an industry event, being referred by a previous client, or responding to your marketing efforts. Leads can be at different stages of qualification, ranging from a cold contact who just learned about your company to a warm lead who is actively considering hiring you for an event.
A lead can also reference a specific event opportunity. In some contexts, a lead can refer to a specific event opportunity that is up for grabs. This could be, for example, a company planning a corporate conference or a couple looking for a wedding planner. The main difference between this and the aforementioned meaning is that a potential client is a broader term that refers to anyone who might be interested in your services, while a specific event opportunity is a more defined target. Either way, leads are about capturing business.
Responding swiftly to sales leads and new business opportunities is imperative to staying competitive. However, the realities of limited bandwidth, existing client commitments, or less-than-ideal fit given a planner’s specialty can necessitate declining potential projects. This leads to lost revenue. Tracking these lost opportunities creates metrics-based visibility.
As professionals, we should log event leads that failed to convert to sales. A collection of this data provides analytical insights to our performance. Planners can target improving key capabilities to capture more business by tallying common reasons for rejection. If declining small events under 50 people emerges as the top lost opportunity cause, expanding staff or planning templates may help convert more of these referrals. If corporate budgets not aligning with nonprofit expertise contributes heavily to missed conversions, enhancing articulation of demonstrable social impact could persuade more corporate event buyers.
Analyzing lost opportunities empowers strategic decision-making on new market cultivation, capability building through training, and hiring and realigning sales messaging for greater conversion rates moving forward.
We call these missed opportunities that we track lost opportunities. A lost opportunity in event planning refers to any potential new business or promising sales lead that an event planner pursues but ultimately fails to convert into a booked event or program. This includes declining to submit proposals, not making it to a second presentation round after an initial RFP response or losing out on a contract after significant back-and-forth with a prospective client. Reasons for such losses might stem from misalignment on budget, program scope outside the planner’s core capabilities or existing staff workloads already at capacity, or an inability to take on additional events.
Attributions
- Figure 9.5: SnT2023 – Science and Technology Conference by The Official CTBTO Photostream is released under CC BY 2.0
The process of choosing and evaluating suitable venues or locations for events, meetings, conferences, or gatherings based on criteria such as capacity, accessibility, amenities, and cost.
Numerical or measurable information collected and analyzed for the purpose of statistical analysis, trend identification, or performance measurement, providing objective insights into various aspects of an event, industry, or phenomenon.
Past records, statistics, or information collected over time and used as a reference or benchmark for comparison, analysis, or forecasting in event planning, management, or decision-making.
Descriptive or non-numerical information gathered through observations, interviews, surveys, or focus groups, providing insights into attitudes, opinions, behaviors, or perceptions related to events, experiences, or phenomena.
A global organization and professional association for event and meeting planners, providing education, resources, networking opportunities, and industry insights for its members.
Facilities, spaces, or locations suitable for hosting events, meetings, conferences, exhibitions, or gatherings, including hotels, convention centers, stadiums, arenas, and specialized event venues.
Technological tools, platforms, or solutions used to plan, organize, promote, manage, and enhance events, meetings, conferences, or exhibitions, including event management software, mobile apps, and virtual event platforms.
Individuals, companies, or organizations that provide financial support, resources, or contributions to events, conferences, or exhibitions in exchange for promotional opportunities, branding exposure, or other benefits.
On-site inspections or visits conducted by event planners, organizers, or clients to evaluate and assess potential venues or locations for events, ensuring suitability, functionality, and alignment with event objectives.
An event that takes place entirely online, using virtual platforms and technology to connect attendees, speakers, and other participants.
Please look for related terms in the Glossary.
Potential customers, clients, or contacts identified or acquired through marketing, advertising, networking, or sales activities, indicating interest or potential interest in products, services, or offerings.
Potential business or revenue opportunities that were not realized or captured due to various factors such as missed connections, ineffective communication, or competitive pressures.