Seminar Descriptions
The 2009 Event Solutions education lineup is bursting with sessions that will enhance your credibility with potential clients or employers, give you a competitive edge and help you create manageable goals for your career and events. Course formats include fascinating video and live demonstrations, pragmatic Q&A sessions, interactive discussions and panels to give you new resources and insight to implement for your clients or company.
Click here for the education seminar overview – just session titles for quick browsing, and including courses from our partner, Catersource. You can also download a full listing of all education sessions offered at the 2009 Conference, including useful visual icons to help you plan your schedule by interest area.
Go here for more about Professional Interest Tracks.
(A) Association and Non-Profit Track classes
(C) Corporate Track classes
(DI) Design & Innovation classes
(BS) Business & Strategy classes
(S) Social events classes
(U) Classes taught by University of Nevada Las Vegas instructors
Sunday, Feb. 22
Monday, Feb. 23
Tuesday, Feb. 24
Wednesday, Feb. 25
Event Solutions Education Descriptions
1:00 pm – 2:15 pm
Introduction to Financial Management for Events (U)
Dr. Kathy Nelson, CSEP, Professor, UNLV, Las Vegas, NV
Money is a resource crucial to event projects and event organizations; without it, events would not take place. It comes in from those who host, support, sponsor or attend an event, and it goes out to pay for all goods, services and staffing needed to make it happen. This seminar examines the development and use of budgets, proper costing and pricing strategies, standard accounting principles, and asset and cash flow management to achieve the financial goals of the event enterprise.
You will learn:
• The basics of standard accounting principles
• Asset and cash flow management
• Development and use of budgets
• Proper costing and pricing strategies
PR 101: Just the Facts
Shari Lynn Rothstein-Kramer, SLK Creative, North Miami Beach, FL
So you think your company has what it takes to make it big? Of course you do — that’s why you started it in the first place! But if no one knows about you, how can they buy from you? In this seminar, you’ll learn how to get the exposure you want, in the media and through advertising and participating in events and conferences. Whether it’s sales or fame you seek, the steps are the same — and, using real success stories, we’ll share them with you in this informative and easy-to-follow session.
You will learn:
• The dos and don’ts of marketing your company
• How to exhibit successfully and showcase at events and conferences
• The benefits of advertising in print and online
• How to pitch to media and write an effective press release
2:30 pm – 3:45 pm
Introduction to Risk Management for Events (U)
Julia Rutherford Silvers, CSEP, President, Speaking of Events, Albuquerque, NM
Risk management is the duty of every event organizer, producer, manager, supplier and participant because it is a legal, financial and ethical responsibility. It involves the protection of people, property, information and other event assets to ensure a safe, successful and sustainable event. In this session, learn how this comprehensive process can be fully integrated into all your event plans and throughout the event management process.
You will learn:
• Practices, procedures and strategies to define event risks
• To identify, analyze, plan for response and control the risks associated with your event
• Different risks inherent in the design, planning and production of public and private events
Design & Décor Workshop (DI)
In this interactive, idea-packed session, get up close and personal with the latest trends in event design and décor, from the right colors to use this year, to the shapes and textures, to the strategies top designers use to create fresh event designs time after time. Join us to kick off your Conference experience with hundreds of the latest design innovations you can put to use in your next event.
4:00 pm – 5:15 pm
Entertainment Acquisition and Management (U)
Dan Nelson, Adjunct Professor, UNLV, Las Vegas, NV
Entertainment acquisition and management are critical to events where performers are strolling, singing, playing, juggling, fire-eating and unicycling through your event world. Learn the parameters of control, liability, rider negotiation, and the care and feeding of entertainers.
You will learn:
• How to make the best deal possible
• Keeping entertainers happy while effectively managing costs
• Maintaining creative input while minimizing legality
Exhibit like an Expert: Boost your Booth Sales and ROI (BS)
Susan Ratliff, President, Exhibit Experts, Phoenix, AZ
In this special session for 2009 exhibitors, you will receive step-by-step instructions, creative ideas and valuable techniques that can be immediately implemented to turn your exhibit into a profit center for your business. The session explores in detail the five most important elements an exhibitor must master to sell more, look great and make money. Practical examples will be discussed and illustrated during an information-packed, entertaining presentation that includes pictures of actual client exhibits and graphics. Audience participation will be encouraged and rewarded throughout the program.
You will learn:
• Eight effective methods to draw traffic to your booth
• Five design elements that provide the wow factors that produce a competitive edge
• Five tips to turn leads into sales for your business after the show is over
7:15 am – 8:30 am
Case Study Workshop (U)
Gael D. Hancock, APR, CHE, Graduate Program Manager/Adjunct Professor, UNLV, Las Vegas, NV
Participants, working in small groups, will develop and present solutions to problems posed in an event-oriented case study.
8:45 am – 10:00 am
Designs for the Senses (U)
Gael D. Hancock, APR, CHE, Graduate Program Manager/Adjunct Professor, UNLV, Las Vegas, NV
Explore the psychology of color and the impact that fragrances and sound have on mood and memories. Learn how to wrap guests in a cocoon of experience as color, fragrances and sound weave together to create the atmospheres clients seek. From bubble wrap snaps to jasmine wafting through the air, keep your attendees’ senses jumping and ensure you’re creating multi-sensational memories of your event.
You will learn:
• How scent affects event results through hands-on fragrance tests
• The effects of different hues by examining color swatches
• The impact of sensational event design from Hancock’s real-life anecdotes
Invites and More: Branding the Event Experience with Effective Marketing Materials (C, DI)
Mimi Dinh, Owner and President, Mikel Marketing, Houston, TX
In this razor-focused session, learn the principles you need to know to create and execute any level of brand experience — not only from an event coordinator’s perspective, but also an event marketer’s. You will walk away with concrete, actionable solutions for developing an entire visual, emotional, experiential program incorporating event collateral. From tips on creating invitations that drive attendance and promote your brand, to carrying your theme through to the swag bag, this session will be supported by many visuals, plus powerful case studies to help you create the ultimate branded environment that supports your objectives and your clients’ — in a unique, memorable, creative way.
You will learn:
• The freshest styles and trends in materials, fonts, color palettes and more, and how to incorporate them into your next program’s collateral
• The materials, design, strategy and production you need to create award-winning and “edgy” marketing collateral
• Innovative resources for more effective events and materials
Do You Know your Audience? Hitting the Bull’s-Eye with your Target Marketing (BS)
Cris Canning, CMP, Head Instigator, San Diego, CA
The first commandment of marketing is to know thy audience. With limited marketing dollars and changing demographics, it’s more critical than ever to zero in on your ideal client, attendee, exhibitor and/or sponsor. Research and a little old-fashioned homework on exactly who your stakeholders and target audiences are will save you countless hours and dollars. Unless you have the marketing budget of Procter & Gamble, you need to give up inefficient mass marketing and zero in on just those markets that are really interested in your meeting, service or organization.
You will learn:
• How to identify those individuals and groups who are your target markets, both internally and externally
• “Persona marketing” — a new technique for defining your markets down to the level of their characteristics and interests
• The most effective way to craft your message to your prospects
Bringing your Brand to Life: Marketing through Sponsorships and Events (A, C)
Lori McAllister-Antol, President and CEO, M Group Scenic Studios, Phoenix, AZ
How do Fortune 500 companies bring their brand to life, turn customers into friends and increase their company’s awareness? Event marketing. Most large national events are overrun by corporate sponsors who are capitalizing on bringing their brands to life through sponsorships, exclusive parties and events. Learn what top marketing professionals have discovered: Event marketing, when done correctly, is one of the best ways to showcase your brand’s image and lifestyle.
You will learn:
• Important steps to branding your event, including audience demographics and content development
• Logo development and proper usage
• How large-scale events like the Super Bowl are branded by the NFL and their sponsors
I Sold It…What Is It? Selling your Services Realistically and Effectively (BS)
Andrea Michaels, President, Extraordinary Events, Sherman Oaks, CA
Greg Christy, President, Brite Ideas, Foothill Ranch, CA
Joann Roth-Oseary, President, Someone’s in the Kitchen, Tarzana, CA
You, as event planners, are the means through which many suppliers obtain work, but there’s a challenge: As generalists, rather than specialists, you don’t always know precisely what you are selling — like car salesmen who drive the car, but don’t know the inner workings of the engine. This seminar, led by multiple award winner Andrea Michaels, will explore ways you can learn what you don’t know and thereby effectively sell the services you are able to deliver — ensuring that your client is completely satisfied with your work.
You will learn:
• How to sell your suppliers’ services realistically and effectively
• The specifics of all the products you are selling under your umbrella
• Suppliers: How to educate event planners on your specific services
• Both: The keys to making partnerships work
Innovative Refreshment Break Design and Menu Development for Planners (C)
Daniel Briones, CPCE, Director of Catering, Four Seasons Hotel Philadelphia, Philadelphia, PA, and NACE National President, Michele Polci, CPCE, CMP, Director of Catering, Rio All-Suite Hotel & Casino, Las Vegas, NV, and Tori Klein, Director, Institutional Events & Protocol, University of Nevada Las Vegas, Las Vegas, NV
Coffee breaks aren’t just for coffee anymore! Join three top catering professionals as they take you on a tour of the latest in refreshment break design and menu development. At this lively session, ideas for creative refreshment break presentations will be on display. Discover fresh ideas for designing your breaks, along with suggestions for unique and healthy food and beverage products to include on your break menus that will enhance your guests’ experience and improve your attendees’ productivity.
You will learn:
• The latest trends in refreshment break design
• Unique food and beverage products to include on your break menus
• New ways to enhance your refreshment break experience
1:30 pm – 2:15 pm
Impact your Bottom Line Utilizing Students and Interns (U)
Robyn Hadden, CSEP, Alumni Director, William F. Harrah College of Hotel Administration, UNLV, Las Vegas, NV
Find new techniques to use in your business that will save you money while simultaneously giving back to the community. Help your local college or university — and impact your bottom line — by working with student interns.
You will learn:
• What guidance and time commitment is required to really get the most from interns
• Tips on developing a program with mutual benefits — for your company and for a future event professional
• The ways interns can contribute to a team — they can do more than make coffee!
35 Cost-Saving Tips for Meeting Planners (C)
Arlene Sheff, CMP, Sr. Meeting & Event Planner, The Boeing Company, Seal Beach, CA
Are they asking you to do more with less? Join the senior meeting and event planner of The Boeing Company and the 2007 Event Solutions Corporate Planner/Producer of the Year as she shares 35 creative cost-saving tips that will add to your job security, not to mention the bottom line!
You will learn:
• How to think strategically to determine which cost-saving methods work best for your group, without sacrificing quality
• Which contract clauses can be negotiated to save money
• How to save money on line items such as food and beverage, A/V, internet access, décor and more
Simple Green: Eco-Friendly Event Tips and Tricks You Can Implement Today (DI, C)
Joella Hopkins, CSEP, CMP, President, Simply Mumtaz Events, Inc., Los Angeles, CA
This fast-paced energetic session will cover various greening aspects of special events: design, planning, catering, technical production, rentals and planning. Need a checklist of items that you can implement tomorrow? This is the session. No way-over-the-top technical talk. These are simple ideas in easy-to-understand lingo that give you actionable solutions for all your green event needs.
You will learn:
• The Top 50 Green Tricks & Tips
• How to access the resources you need for green events
• To be the green event expert in your local community
Expo Essentials: Add Value and Excitement to your Next Trade Show (A)
Susan Ratliff, President, Exhibit Experts, Phoenix, AZ
Do you panic when you’re asked to handle a trade show? Setting up an attractive show, organizing an exciting exhibit hall and working with fussy exhibitors can be a daunting task. This session will provide simple steps for good planning, interesting value-added services designed to create excitement, and shortcuts that will result in satisfied attendees and happy exhibitors.
You will learn:
• Ways to enhance the quality and benefits of your show
• What exhibitors need to be successful
• How exhibitors can add value to an event even without an expo
Beyond ROI: Creating Strategic Event Experiences on Any Budget (DI)
Ryan Hanson, Creative Producer, Be Events, Minneapolis, MN
It is no secret that the current climate of our industry is highly focused on creating events of value. This session will show you how ROX — return on experience — is the true value proposition for the event industry. As event planners, producers and suppliers, we are experience providers, and successful event capitalize and measure this experience to create value. Join in on this conversation as we explore the key elements of “the experience” — purpose, story, audience and event arc — and dissect the experience of award-winning events all produced on a budget.
You will learn:
• A model for creating events from the vantage point of strategy
• A practical understanding of the elements that compose the event experience, including purpose, story, event arc and audience
• Quantitative and qualitative measurement strategies for the event experience
Event Design: Generation Next (DI)
Richard Carbotti, President & Design Director, Evan Carbotti, Event Design/Concept Development, and Jordan Carbotti, Concept Development, Perfect Surroundings, Newport, RI and Miami Beach, FL
Join award-winning designer Richard Carbotti and his sons Evan and Jordan in this seminar on how the next generation of event designers are incorporating innovative and imaginative design concepts into traditional design foundations to create spectacular events. With case studies showcasing some truly remarkable designs, this session will truly take your events to the next level.
You will learn:
• A fresh perspective on event design
• Outside-the-box event design techniques that accomplish the primary goals of your event
• How to open your mind to creative innovation in the event design process
2:30 pm – 3:45 pm
MASTER PLANNER SERIES (I): Advanced Event Design
Produced by Sarah Sheehan, R&R Live, Las Vegas, NV
Designed for the experienced event planner, this Master Planner class engages you in high-level discussions on emerging trends, design inspiration and the direction of event design in the coming years. Led by a panel of thought leaders from diverse design disciplines, this open-form discussion session will enable advanced learning for seasoned professionals. Ten-plus years of experience is advised for those attending this fast-paced, informative seminar on design innovation.
Festival and Event Management (U)
Nancy D. Matheny, MA, CSEP, Adjunct Professor, UNLV, Las Vegas, NV
Bright lights, mazes of small tents, wandering minstrels or mobs of people — all of these elements make festival events unique. Walk through a festival and event from start to finish with expert Nancy D. Matheny of UNLV. This is a fast-paced, interactive session including a lecture and a real-life simulation for class members to apply.
You will learn:
• Research, design, budget and security
• How to perform feasibility studies and SWOT analyses
• How to keep your festival going by utilizing volunteers and creating off-premise operations strategies
• Evaluation techniques that are unique to these events
Everything You Always Wanted to Know about Selling to Corporate Planners (BI)
Arlene Sheff, CMP, Sr. Meeting & Event Planner, The Boeing Company, Seal Beach, CA
Join the Senior Meeting and Event Planner of The Boeing Company and the 2007 Event Solutions Magazine Corporate Planner/Producer of the Year as she gives you the inside scoop on selling to corporate planners. Learn how to get your foot in the door, turn-ons and turn-offs, strategies for building better working relationships with corporate planners, what pitfalls to avoid, and the difference between a “smile” call and a “frown” call.
You will learn:
• The selling pitfalls to avoid
• Strategies for building your corporate business
• What corporate planners value most in their supplier/planner relationships
From A/V to E-Z: Getting What You Want from A/V, Lighting and Special Effects Vendors (C, A)
Andy DiRaddo, Founder, LD Systems, Houston, TX
When it comes to A/V, lighting and special effects, how do you communicate what you need, compare apples and apples, and then interpret the bill? This seminar will look at cost versus value and give you the background you need to determine your sound, lighting, video and special effects needs — and how to get them the most economical way. Many improvements and new products have appeared on the presentation and entertainment technology scene recently. Here is your key to keeping up, being creative and figuring out how to pay for what may be the most expensive part of the budget.
You will learn:
• How to get an apples-to-apples bid
• Rigging vs. floor support: how to make cost-effective decisions
• What to give your supplier to get a good bid
• How to control the cost of power, sets, entertainment riders and more
Decision Management: Are your Decisions Brilliant or Blundering? (C, A)
Julia Rutherford Silvers, CSEP, President, Speaking of Events, Albuquerque, NM
Did you realize that a typical event could require 75,000 or more decisions? From event design to procurement to safety and beyond, the decisions you make affect the results you get. Whether you are seeking solutions or opportunities, understanding decision management will help you improve the efficiency and overall success of your programs. Come with questions and join this interactive session to gain practical advice and strategies that will help you make choices that are brilliant — not blundering!
You will learn:
• How to establish effective decision-making criteria
• How to eliminate unnecessary decision making
• How to prevent unsanctioned decision making
• How to justify the decisions you’ve made
Marketing 2.0: Promoting your Business in a Web-Savvy World (BS)
Cris Canning, CMP, Head Instigator, San Diego, CA, Crystal Weaver, Director of Marketing & Public Relations, Event Solutions, Tempe, AZ, Rachel Globus, Managing Editor & Education Director, Event Solutions, Barbara Knox, Editorial Director, Tiger Oak Publications Meetings and Events Publishing Group
In this fast-paced session, a panel of top event industry editors and marketing/PR experts will come together to discuss the newest options available to promote your event, organization or business in today’s Web 2.0 world. Connect with these influential event industry leaders as you learn the answers to your most pressing questions about effectively promoting your business across diverse media.
You will learn:
• How to position your meeting or company to be found via “inbound” marketing rather than the traditional “outbound” marketing
• The Web 2.0 marketing and PR options you need to know capture your target audience
• How you can use social media in your publicity efforts
4:15 pm – 5:45 pm
Recession Proofing your Event Planning: Make Yourself Indispensable — Regardless of the Economic Climate (BS)
Nicole Suresky, Founder, Chief Strategy Officer and Executive Producer, theeventcatalyst, New York, NY
No matter what the economic climate, events are a necessity, not a nicety, for businesses. As an event planner, it’s your job to drive that point home to your clients — whether the client is another department of your company or you’re working independently. Through a series of real-life case studies, this session will give you the five rules you need to know to prove your value — in any economy.
You will learn:
• Strategies to help clients understand how essential events — and you — are to their business
• How to adjust your communication strategy to demonstrate your value in different economic climates
• How to sell your services to achieve proper compensation: Clients will pay for a Rolls Royce — if they’re confident that’s what they are getting!
Wedding and Event Trends 2010 (S)
Harmony Walton, Editorial Director, Get Married, Norcross, GA
Are eco-friendly events just a fad? Will black still be painting the town red? In this forum, you will hear event design and trend projections from the nationally televised show, “Get Married.” Learn about what’s to come in your market, get ahead of the curve and find out how to project for the future and ensure that you stay one step ahead of your clients. Knowing what the client will want, where to guide them, and how to execute the trend will give your business the foundation for success in 2009 and beyond.
You will learn:
• What trends and styles will saturate the marketplace in years to come
• Where to look to be able to project trends in your niche market
• How to sell the trend to the client
• How the economy will affect the weddings market, and what to do about it
You Can Always Get What You Want: Advanced Negotiation Strategies (C, A)
MaryAnne Bobrow, CAE, CMP, CMM, Founder, Bobrow & Associates, Citrus Heights, CA
In the planner-supplier relationship, experience in negotiations is essential. This session assumes participants have basic knowledge and experience in negotiation skills. Participants will acquire knowledge as to the concepts of Best Alternative to a Negotiated Agreement (BATNA) and Zone of Possible Agreement (ZOPA); learn when to use them in negotiating all types of contracts; and participate in role-playing to apply those skills using a model all can relate to, the salary negotiation model.
You will learn:
• To identify when a “zone of agreement” exists and when to employ best alternatives
• How to use enhanced negotiating skills with all types of contracts
• When to walk away
Cutting-Edge General Sessions: Amping up the Impact (A)
Warren Kong, Creative/Technical Director, Jon Adcock, Executive Event Producer, Chameleon Designs LLC, Orlando, FL
In this idea-packed session, you’ll learn how to produce a general session that makes a big impact on your attendees — not your bottom line. New techniques to keep your sessions fresh as well as actionable solutions for lowering costs, not quality, will be the highlight of the session, presented by Jon Adcock, executive producer the general sessions at Event Solutions’ 2007 show, and his colleague Warren Kong.
You will learn:
• How to produce a cutting-edge program while still maintaining a budget
• How to leverage the space and maximum capacity to reduce your per-head cost
• How to tailor, schedule and block a general session program so that it adds value
The Event World is Flat: Producing Successful International and Multi-Cultural Events (DI, C)
Harith Wickrema, President, Harith Productions, Willow Grove, PA
Highlighting two award-winning case studies based on Mexican and Brazilian cultures, this seminar will offer event professionals vital information about researching for culturally diverse events. In this lively session, learn to incorporate local artisans, their wares, flavors and ingredients into your event in ways that make the local people part of the plan, as well as how to create a sustainable impact and minimize your event’s carbon footprint.
You will learn:
• Tips to make the event authentic and sensitive to local customs
• Practical strategies for sourcing native flowers, fruits and vegetables
• How to overcome misunderstandings in negotiations, contracts, and conversation that are caused by cultural and language differences
Events Tonight Show with David Merrell: The Art of Design, Branding and Inspiration (DI)
David Merrell, President/Creative Director, AOO Events, Los Angeles, CA
In a “Tonight Show” format, event design guru David Merrell will discuss elements of event design, entertainment and production for purposes of branding your event. He and his invited guests will address the newest ideas in event design, green events and how to think “ahead of the pack.” In a session that puts you face to face with top industry professionals in an atmosphere conducive to dialog, Merrell will also discuss what inspires design and where to look for inspiration, as well as the cutting-edge tools that translate design into event production.
You will learn:
• To develop client branding and translate it into event design
• What inspires you to design great events
• Future trends in event design, entertainment and production
8:45 am - 10:30 am
Empower Yourself: The Networking Power of Social Events (BS)
Laura Schwartz, Principal, White House Strategies, Chicago, IL
There’s no where better place than the social mecca of Vegas to build on your networking skills to take your business and yourself to another level. Whether you’re an extrovert or an introvert, have all the business you can handle or are looking for more, join Schwartz, White House Director of Events for the Clinton administration, as she gives you the tools you need to get the most out of your experience at the ’09 Conference. Event professionals are powerful and social — and now is the time to harness that social power!
You will learn:
• How to really make a first impression
• The power of research — start working before you walk through the door
• The power of the link: Look no further than three degrees of separation to connect with potential clients for the long term
• The power of follow-through: It’s not “just an e-mail”!
MASTER PLANNER SERIES (II): Advanced Entertainment and Technology
Produced by Sarah Sheehan, R&R Live, Las Vegas, NV
Designed for the experienced event planner, the second class in the Master Planner series engages you in high-level discussions on where technology is headed and what it means for design, as well as how to reinvent entertainment for your audiences in today’s media-saturated environment. Led by a panel of thought leaders in both technology and entertainment, this open-form discussion session will give seasoned professionals new solutions for their events. Ten-plus years of experience is advised for those attending this in-depth seminar on entertainment and technology.
Contemporary Lighting Designs in a Cost-Conscious Climate (DI)
Todd St. Onge, Project Manager, Production Design Associates, North Charleston, SC
In this application-focused seminar, you’ll explore production logistics, as well as how to interpret modern event technology, stay within your budget and deliver events with high perceived value.
You will learn:
• To read a production proposal and know what you’re getting
• Cost-saving tips, including specific lighting techniques that will heighten the perceived value of the event
• How to create a mood, theme or action with properly designed lighting placement, color and movement
• What you don’t know about production logistics that could save you precious budget dollars
CSR in a Brave New World: Impact your Attendees, Community and your Bottom Line (C)
Laurel Coote, CMM, President, Meetings That Give Back, Torrance, CA
Corporate Social Responsibility (CSR) is a hot topic, but how does this translate into our industry and why does it even matter, especially in tough economic times? You can strategically create a meeting or event that not only impacts your attendees but also contributes to a community in need, reaching far beyond the walls of the venue! Take away a clear understanding of how to implement an event that positions your company or client as socially responsible; the benefits and reach of holding such an event; and ways to engage and inspire your attendees to action. In this interactive session, you’ll also participate in a mini-session that gives back!
You will learn:
• How to strategically match a company to a community in need for the greatest return for both parties
• The top 5 key elements of a socially responsible event
• Value for spend: Determining a CSR event’s ROI and its impact on your organization, and why it’s relevant today
• Creative ideas for implementing an event that gives back
Making the Cut: Producing a Successful Golf Tournament (A)
Phil Immordino, President, Golf Tournament Association of America, Phoenix, AZ
In this idea-packed session created especially for association planners, you’ll learn the 18 steps you need to know to execute a successful golf event or tournament.
You will learn:
• How to sell major sponsors
• How to create a memorable event
• How to work effectively with committees
• How to field your field with participants
Increase Sales, Add Value, Build Relationships — in Any Economic Climate (BS)
Franklyn Dickson, CMP, Chairman, Ray Bloch Productions Inc., Pelham, NY
In this seminar, learn a revolutionary academic marketing theory and what it means for your event or catering business. First, discover how to think about your company from a totally new perspective, then transition to discussing how you can increase your sales by using marketing theory to help you think outside the box. Real-life case studies will show you how a new approach to your sales philosophy will open new opportunities, increase your sales and enable a value-added relationship with your clients.
You will learn:
• How to increase sales, even in today’s turbulent economy
• How to view your company’s sales effort based on revolutionary marketing theory, and increase your sales through a new philosophy of selling
• To develop a new and valuable relationship with your clients
• To prepare your company for changes in the marketplace
10:45 am – Noon
Making your Event a Mega Media Star (BS)
Jean McFaddin, Owner, McFaddin Associates, New York, NY
In addition to sharing proven methods for securing mass media coverage for your events, McFaddin will provide you a fun-filled insider’s look at how she produced the Emmy Award-winning Macy’s Parade and Annual Events to achieve the highest rating and great coverage. McFaddin will highlight the challenges and growth of great events, as well as give you branding and press techniques that you can use to maximize your media and marketing success.
You will learn:
• To define your media targets for your event goal
• To distinguish between entertainment and press media; know what they need
• What “hook” you need to catch big media
• How to turn disaster into success
Convention Wisdom: Increasing Value, Attendance and Revenue in Any Economy (A)
MaryAnne Bobrow, CAE, CMP, CMM, Founder, Bobrow & Associates, Citrus Heights, CA
This must-attend session will show you how to develop strategies for increasing the Value, Attendance and Revenue (VAR) generated by your event — regardless of the state of the economy. Incorporating lessons learned from “7 Measures of Success: What Remarkable Associations Do That Others Don’t” (by ASAE), this solution-packed seminar will give actionable, real-life strategies to any planner — whether association, non-profit, corporate or independent — who wants value, attendance and revenue to go up, even if the economy is down.
You will learn:
• New techniques for assessing the value of your events
• Assessment tools that will enhance your meeting and boost attendance
• To use association data in developing strategies for boosting attendance
• How to become more strategic in planning your annual meeting and increase more non-dues revenue
Incorporating Killer Multimedia into your Events (DI)
David Fischette, President and CEO, GO West Events and Multimedia, Westlake Village, CA
With over 30 industry awards in the past 5 years for innovation in creativity and multimedia design, David Fischette of GO West Events & Multimedia will lead this interactive session on developing the right multimedia for any given event. Impactful and exciting, or elegant and subtle, multimedia is a tool that every event professional should have in his or her toolbox to add custom and specific messaging and textures to any event. Whether it is projected on the side of a building or inside an ice centerpiece, multimedia gives you the most ability to adapt and change the environment at the push of a button. Join us and push your creativity to its outer limits.
You will learn:
• New possibilities through the use of multimedia
• How to design within the means and with the tools you already have on-site
• To be creative via mock designs of new uses of multimedia
Events on a Shoestring: Solutions for Non-Profit Planners (A)
Kelly Rowell, Events Coordinator, Martin Memorial Foundation, Stuart, FL
This seminar will explore the anatomy of a non-profit event, why relationships (vendor/coordinator/volunteer committees) are essential to success, and how to work with shoestring budgets. Non-profit events can be a huge amount of work for little profit, so why do we get involved? What are the benefits to being involved with your local non-profit organizations? Providing a discussion forum for the struggles of planning a non-profit event leading to solutions for well-organized, premier event in your area, this seminar will help you establish a clearer understanding of the roles of the non-profit event coordinator and your volunteer planning committee.
You will learn:
• To better understand non-profit budgets and how to utilize the funds that are allocated to planning a non-profit event
• Solutions for planning a successful non-profit event
• How to strengthen your relationships with other event professionals to ensure a successful non-profit event
• Strategies for better communication and how to effectively coordinate all members of your team
Stylized, Personalized, Idealized Weddings: Finding your own Personal Style — and Theirs (S)
Victoria Canada, Owner, Principal, Victoria Canada Weddings and Events, Scottsdale, AZ
We all know there is an unbelievable amount of time, money, and creativity put into wedding trends, style and design. Overall, weddings have become more stylish and couples are more aware of today’s event trends. Designing a wedding based on the client’s individual style with a twist on traditional and current wedding trends is one of the most challenging and exciting aspects to our event coordination. In this fast-paced session, learn how to communicate with your clients in a way that will zero in on their personal style, and how to take that from concept to execution.
You will learn:
• How to determine a client’s individual style — what questions to ask to gain a personal prospective on their design likes and dislikes
• How to translate that interpretation of their style into a storyboard to help create an overall look
• Simple ways to create a better thinking pattern to become more artistic, creative and stylish
• How to sell clients on your ideas
CSM Secrets: Working Better — and Smarter — with your CSM/Event Manager (C)
Arlene Sheff, CMP, Sr. Meeting & Event Planner, The Boeing Company, Seal Beach, CA
There’s no doubt that interaction between meeting/event planners and convention service managers (CSMs)/event managers greatly impacts a meeting’s success. Do you understand your CSM’s authority within the hotel? What is realistic timing for specs, BEOs and last-minute changes? Has the hotel sales department sold something that is now a challenge to the CSM? Join this fast-paced, interactive session with the 2007 Event Solutions Corporate Event Producer/Planners of the Year and a panel of CSMs to discuss pet peeves, learn ways to prevent challenges and frustrations, and uncover the solutions you need for your programs.
You will learn:
• To identify ways planners and CSMs can communicate more effectively
• Effective questions to ask and issues to raise for better understanding
• Strategies for overcoming communication challenges
9:00 am - 10:15 am
Getting Down and Dirty with Venues: The Secrets of Contract Negotiation (C, A)
Christy Bareijsza, CMP, CMM, The Red Carpet Events, Jersey City, NJ
In this seminar, go behind the scenes and learn the perspective and requirements of a venue — what you need to know to create a balanced contract. This session will entail a full understanding of the necessary clauses, as well as how to request the correct verbiage. You’ll also discover what it takes to create a win/win environment — and obtain key concessions and eliminate the major road blocks leading up to the signing of the contract. Finally, learn to mitigate any negative contractual outcomes that could potentially affect your program on-site.
You will learn:
• To understand the terms and conditions of a venue contract, along with the full implications of each clause
• How to create a win/win situation with the venue and to understand the importance of balance
• The key negotiating points, concessions and hot buttons of a venue that may be keeping you from winning the concessions you need
• Possible road blocks and how to contractually protect yourself from them
• The pros and cons of working with an addendum
You’re Worth It: How to Sell a Business in an Uncertain Economy (BS)
Franklyn Dickson, CMP, Chairman, Ray Bloch Productions Inc., Pelham, NY
In this seminar, business owners learn to determine the value of their businesses on the open market and how to calculate retirement requirements in relationship to their lifestyle. Dickson, who has successfully sold two businesses, will focus on policies and procedures to follow to sell your company for a maximum return on your investment in time, effort and money. In a session customized for small or mid-sized catering and production businesses, discover how to locate potential buyers, set personal objectives and company benchmarks, and how to prepare yourself and your company for an eventual sale.
You will learn:
• Formulas to value your business based on current market conditions
• How to locate buyers for your business
• The benchmarks you need to set to prepare your business for sale
• The policies and procedures for a maximum return on your investment in time, effort and money
Platinum Weddings and Socials without the Cost of Precious Metal (S)
Ira Mitchell-Steiman, Creative Director, Convention Planning Services Inc., Orlando, FL
In today’s information-savvy arena, brides and everyone along with their grandmother wants an exquisite and over-the-top event. They have seen them all on TV, the Internet, the tabloids, the magazines…everywhere! The challenge is that most clients’ budgets don’t allow for a platinum presentation — even silver can be a challenge. So, what do you do? Attend this session and this dynamic team will present a portfolio of fabulous money-making solutions for the social and wedding markets.
You will learn:
• Solutions for fabulous presentations on limited budgets
• Sources to save you and your clients money
• A list of methods for creating WOW without blowing your budget
• How to up-sell successfully, regardless of the client or budget
Volunteers Wanted! Get the Most for the Least at your Next Event (A)
Susan Gladstone, Activation Director, Food Network South Beach Wine and Food Festival, Miami, FL
What happens when you need lots of staffers and have little money to pay them? You look for free help — volunteers! When planning fundraisers, festivals and other events, every dollar saved can be spent in other places. Here, you’ll learn how to entice, excite and recruit top-quality people — from students to professionals — to staff your events. Learn how to get the most for the least, and make it a win-win for everyone involved!
You will learn:
• How to recruit qualified volunteers for events of all kinds
• Where fertile volunteer beds lie and how to access them
• What entices volunteers to offer their time and efforts to your cause and work hard for no money
• Whether or not volunteers are truly the right route for your event
Building your Special Event Business (BS)
Deborah Borsum, CSEP, CERP, CMD and Robert Sivek, CSEP, CERP, The Meetinghouse Companies, Inc., Elmhurst, IL
In this information-packed session, uncover how to utilize technology to ensure quality control during the growth phase of your business, how to hire the right people for the right positions and how to successfully manage employer/employee relationships.
You will learn:
• Tips for creating systems that ensure quality control and accurate product delivery so owners don’t have to personally be involved in every event
• Techniques for managing employee challenges
• Methods for successful hiring and for fostering employee growth
Form and Function: Take your Branding — and Style — to the Next Level (DI)
Richard Carbotti, President & Design Director, Evan Carbotti, Event Design/Concept Development, and Jordan Carbotti, Concept Development, Perfect Surroundings, Newport, RI and Miami Beach, FL
This session will focus on all the many fabulous elements that make events stand out — the elements that identify unique style and pinpoint client branding. In this idea-packed session, you’ll see numerous visuals of exactly how these elements are used and incorporated into the event to ensure functionality and emphasize brand imagery.
You will learn:
• The design tools you need to take your events to another level of style and effectiveness
• The event elements that are key to achieving design and branding goals
• To effectively balance aesthetic and functional considerations in your design
3:45 pm - 5:00 pm
Strategic Hotel Contract Negotiations: How Hotels Value your Meeting
Jennifer Brown, Partner, Meeting Sites Resource, Irvine, CA
This interactive workshop will offer specific strategies that will add value to the site research, hotel evaluation, negotiations and contract process. Go behind the scenes at hotels and discover how to get the contract you want by truly understanding the value you offer (hotel revenue management criteria). Meetings are big investments. Learning the keys to a strategic hotel and contract negotiation plan will add significant value to your meetings — and the bottom line.
You will learn:
• How hotels manage for profitability and how they value your meetings
• Industry trends that affect negotiations
• To understand and use your leverage
• Hotel contract components/performance clauses, audits (cancellation, attrition)/dispute resolution
Lower Stress, Increase Sales — Even in a Tough Economy (BS)
Tina Wolpow, Director of Event Development, Art of the Party, LLC, Orlando, FL
Planners and producers often find themselves waking up in a room they don’t recognize, on a day they are not sure of, after only a few hours of sleep. But the sales process can’t stop just because you’re tired and distracted. Add in high gas prices, a weak dollar and a down economy, and it’s not surprising so many event pros find it difficult to manage current projects while selling new projects. To succeed, you need a set of strategies to take on new projects, even while completing the ones you’ve already sold, while keeping stress levels down. In this session, Wolpow offers a set of proven techniques for reaching all these goals at the same time — and it’s simpler than you think.
You will learn:
• Daily techniques that will have a direct impact on your stress levels, your sales levels, and your planning and production success
• Ways to maintain balance, focus and serenity in this high-stress career while succeeding as a planner/producer and eliminating burnout
• How to project a positive attitude toward the client and vendors, from RFP to on-site execution
The Consummate Professional: Improving your Business Relationships for Greater Wedding Business Success (S)
Wialillian Howard, President, Wialillian & Company, Charlotte, NC
If a hidden camera chronicled you as you interacted in your business life, would you be pleased with what you saw? Most people at one time or another have wondered if they are running their event firm as a consummate professional — or if they’re blurring the line with colleagues between professional and personal. More importantly, how do you know the difference? This is where the rubber meets the road in your business success.
You will learn:
• To examine and improve your current practices and professional attitude
• Why payment processes can be ignored by clients
• How to improve your relationships and make your career less emotionally stressful and more rewarding
Producing Awards Events that Keep Them Applauding (A, C)
Steve Hand, President/Owner, The Hand Company, Sherman Oaks, CA
Join Steve Hand, president and CEO of The Hand Company, as he shares insight into creating successful awards events and presentations. Hand will address a wide range of the awards presentation topics you need to know in order to produce flawless shows.
You will learn:
• Timing suggestions to keep your presentations both gracious and snappy
• Tips for customizing entertainment to your awards presentation and theme
• Ideas for incorporating your client’s vision into the awards production
Turning Non-Traditional Venues into “Wow” Events (DI)
Shirley Fugazzotto, CSEP, Owner, The Stellar Experience, Las Vegas, NV, Blair Farrington, Owner, Farrington Entertainment & Productions, Las Vegas, NV,
Your client wants to go somewhere “different,” or maybe they want to use their own building or warehouse. Temporary, non-traditional environments can be an event producer’s dream! (And sometimes, his or her nightmare!) Discover skills that come into play when you’re not in a typical meeting space, including how entertainment, décor, F&B and technology can transform a space.
You will learn:
• Examples of non-traditional venues that can be found in any community
• The benefits of non-traditional, temporary environments
• Techniques for out-of-the-box execution
• A checklist of dos and don’ts
Focus on Special Effects: Creating Effective Effects for your Events (DI)
Warren Kong, Creative/Technical Director, Jon Adcock, Executive Event Producer, Chameleon Designs LLC, Orlando, FL
Discover that there is more to special effects than fire, smoke and explosions. In this enlightening session, you’ll learn about the exciting world of special effects — and understand the building blocks creating one-of-a-kind show stoppers that will keep your clients on the edge their seats.
You will learn:
• The different types of special effects
• Basic cost/impact analysis
• How to optimize the timing and placement of effects
• What legal obligations apply to whom
• How to separate “value-added” from extra fluff