Nov. 19, 2007 at 1:36pm

Special events: expect the unexpected

Posted by Shari Campbell in Planning and Strategy, Special Events
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If I ever win the lottery, I won’t quit my day job. But I’ll gladly, and in no uncertain terms, give up one of my areas of expertise: special events.

Why?

More than anything else in this business of marketing/advertising/public relations/communications, special events are filled with the unexpected: It’s raining buckets and your event tent has sprung a leak. The speaker missed his plane, and your audience of 700 is squirming in their chairs, waiting anxiously to hear his words of wisdom. The local parks department forgot to open the gate to the trail for the 1,200 runners and walkers participating in your organization’s 5K.

I’m generally a positive, glass-half-full kind of person. But when it comes to special events, I’ve learned to “expect the unexpected.”

Practically speaking, this means:

1. Create a detailed project plan. Microsoft Project is too sophisticated for me, especially since I don’t use it on a daily basis. But I use Excel and have created some event-oriented templates that work well for managing events of all sizes and scopes. In particular, I consistently map out the advance details, create a list of follow-up tasks for about one to two weeks before the event, and then create a detailed day-of-event task list, with e-mail, cell phone and after-hours contact information for all outside vendors and key event staff. The day-of-event task list also includes a complete schedule of load-in and load-out times for outside vendors and participants. This is a helpful tool, especially when you’re working with security and venue staff, who frequently need this information.

2. Check, verify, put it in writing, verify again. From opening a brand-new hospital and celebrating a hospital’s 50 years of service, to planning a community fun run and coordinating ticket sales and sponsorship for a venue on the Boston Pops holiday tour, I’ve learned at least one vital rule: double-check the details.

   I insist that all vendors put orders in writing and ask them to update orders each time I change even the tiniest of details. I always verify at least twice all equipment, rental and supply orders and make reminder calls about key details one to two weeks before the event. This has saved me countless unexpected moments, including the time the porta-potty vendor, who had a work order and confirmation email from our office, forgot about my run-walk event until he got my reminder call.

3. Trust your guts. Concerned about a vendor? Is there an issue, a person or detail that’s keeping you up at night?

   Even if you’re being reassured everything will be okay, trust your instinct. Begin thinking about contingency plans or what you’d do if …

   Because if there’s one rule I’ve learned with special events, you can be guaranteed to expect the unexpected.

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