If you are reading this article, there is a good chance you are planning to host an event. Maybe your company has an annual sales conference coming up or perhaps you find yourself on the events committee for the nonprofit you support. You may even be planning one of the biggest days of your life, your wedding. Whatever the situation, you are considering bringing in professional assistance but aren’t sure precisely what kind of help you need.
A quick internet search for event planning brings up a variety of terms like event management, event planning and event production, among others. While those might all sound like the same thing, pros within the events industry distinguish between them, so it is important that you understand what you need, whom to hire, and how events professionals can collaborate.
To start you along the journey of putting on a seamless event, here is an explainer of what these aspects of event organization are and how they can benefit you.
If you have been tasked with hosting a conference, speaker event, sales meeting or other business event, especially if it is outside your typical job description, you would benefit from working with an event professional. Likewise, if you have joined the board of a nonprofit and find yourself on the annual fundraiser gala committee, you are getting married, or you want to hold a launch event for your new product or company, as well as many other scenarios, having the right team of professionals working with you pays dividends. There are many types of events professionals who are ready to assist with any step and even some who can guide you through the entire process.
The best time to start working with a pro is at the beginning. You can avoid stress, costly mistakes, and procrastination when a professional event management team is driving the experience.
Event management refers to overseeing the aspects necessary for event execution. Event managers plan, organize and execute events. Think of the last event you attended and take a moment to consider all the pieces that had to come together to make it all happen seamlessly.
Let’s look at an outdoor arts festival. Even when it’s a small community festival, it requires permitting, choosing artists, bringing in electricity, erecting stages and tents, making decisions about food & beverage (possibly leading to more permits and licenses), considering entertainment, engaging a marketing & PR team to promote it, logistical concerns like fencing, security and restrooms, and so much more. An event manager or event management team would serve as a project manager to coordinate all these moving parts.
Within event management, there are subcategories, and while there is often overlap, we can break event professionals into two main types – event planners and event producers.
It’s no surprise that these professionals do what their name suggests, plan events. They are part of teams that organize many types of events — corporate, multi-day events and social events, for example. Event planners help clients fine-tune their event’s purpose and goals, develop a timeline, select and secure a venue, and plan the program (run of show) of the event. They can also manage external aspects like scheduling transportation, working with the caterer and your other vendors, creating host gifts or securing hotel rooms for guests.
A good way to understand the role of an event planner is to consider a type that many people are familiar with — a wedding planner. Wedding planners are able to advise on the entire process of planning a wedding. This can begin by working with you to set the total budget, creating the overall vision and design, finding the perfect venue, sourcing vendors, and overseeing contracts. With a plethora of vendor relationships, wedding planners are excellent partners when it comes to choosing photographers, florists, entertainment, caterers and more. They can even help with building your wedding website, designing and printing invitations, mailing invitations and tracking RSVPs. If you need advice on theme, design and attire, they are in the know about the latest trends and excited to share their expertise with clients. Throughout the entire process, planners remain conscious of their clients’ budget and work to make recommendations with the cost in mind.
To recap, event planners:
Another aspect of event management is event production, sometimes called live event production. Event producers bring technical and logistical prowess to the event process, ensuring a smooth and positive experience throughout the event.
Responsible for technology, like audiovisual and lighting, the event producer's role begins long before the event and includes engaging the right crew and ensuring the correct equipment is on-site from the AV to the stage. Event producers often handle talent too, which means sourcing the perfect keynote speaker or live band.
On-site, these professionals supervise the production, including sound, lighting, visuals, and talent coordination. Their involvement allows for a seamless experience of all entertainment and AV production features.
At a multi-day international sales conference with a keynote and several speakers for break-out sessions, numerous smaller events, and a final bash, the event producer’s job is gargantuan. But when all goes well, this pro is practically invisible, working behind the scenes to direct all of the moving parts for a flawless event.
To recap, event producers:
Event producers provide valuable skills for events of any type and any size. Particularly beneficial when an event requires audio, lighting, video and/or creative media, event producers have technological know-how and are experts at ensuring these elements work in harmony.
When it comes to sourcing talent – from local entertainers to big-name celebrity speakers and performers – experienced event producers offer access to a wide variety of options. Even better, event producer skills include handling contracts and managing the process, the crew, the techs and vendors, set-up, AV production, rider fulfillment, and more.
When you work with an event producer, you will receive guidance on everything from stage design and management, room layout, run-of-show development, and audio-visual requirements to logistics and talent booking. Event producer responsibilities include everything from load-in to load-out. And in this collaborative industry, experienced and seasoned event producers also know how to work with partners to meet other client needs.
As in most industries, when seeking the right event producer for your event, experience counts. An event producer who has executed many successful events will have deep and broad knowledge about how to strategize, as well as an understanding of where problems often arise and most importantly, how to preemptively solve them.
They also have significant contacts in the industry,offering a wide pool of talent to choose from, including many types you might not have considered like a comedian, fire eaters, or a favorite tribute band. Seasoned pros also know the entertainment industry, so they are skilled at meeting the needs of talent.
You’ll want to find an event producer who has advanced knowledge of the current technology in areas like lighting and AV.
Finally, the right event producer will possess a full understanding of how to integrate all these elements and work with others to ensure your event is smooth from start to finish.
Now that you know, rather than being daunted by the numerous tasks ahead, get in touch, so we can help you strategize and execute a successful and memorable event.
Modern event production technology, including advanced lighting, audio, and video elements, can transform any event into an immersive experience. By strategically using these tools, event professionals create memorable atmospheres that captivate audiences.
Whether you're putting on a corporate event, conference, or private celebration, the perfect entertainment is out there waiting, and a talent agency can help you find it.