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Event Q & A
December 12, 2005
By Judy Allen, author of the professional best-selling Event
Planning series.
The question:
I am looking for training in event planning for my staff. Do you have any
recommendations? Classes? Great books or other resources?
Judy's Response:
There are a number of event management courses - both day and evening - available today through colleges and universities. George Washington University offers an Event Management Certificate Program via the Internet (www.gwu.edu/~emp/). Their event management program is very respected in the professional event planning industry and is offered by university partners throughout the world (e.g. Ryerson University).
Some of the books that are considered as required reading at universities and colleges around the world include:
Event Planning: The Ultimate Guide to Successful Meetings, Corporate Events, Fundraising Galas, Conferences, Conventions, Incentives and Other Special Events (Wiley). Now being translated into Chinese and Polish.
The Business of Event Planning: Behind-the-Scenes Secrets of Successful Special Events (Wiley). Now being translated into Chinese, Korea, Russian and Polish.
Event Planning Ethics and Etiquette: A Principled Approach to the Business of Special Event Management (Wiley). Recommended by Harvard as a must read for event planning and business professionals.
Marketing Your Event Planning Business: A Creative Approach to Gaining the Competitive Edge (Wiley). Now being translated into Chinese and Polish.
Time Management for Event Planners: Expert Techniques and Time-Saving Tips for Organizing Your Workload, Prioritizing Your Day, and Taking Control of Your Schedule (Wiley).
Special Events: Event Leadership for a New World (Wiley).
The International Dictionary of Event Management (Wiley).
The Special Events Advisor: A Business and Legal Guide for Event Professionals (Wiley).
Hospitality Law: Managing Legal Issues in the Hospitality Industry (Wiley).
Event Sponsorship (Wiley).
Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions (Wiley).
Some of the leading internationally recognized event planning industry certifications
include:
CSEP - Certified Special Events Professional
The CSEP designation is earned through education, performance, experience, and service to the industry, and reflects a commitment to professional conduct and ethics. It is awarded by the International Special Events Society (ISES) and its certification committee.
CMM - Global Certification in Meeting Management
The Global CMM program includes five days of intensive training as well as a post-residency business project and an examination. It is offered by Meeting Professionals International (MPI), and is a complement to the CMP designation offered by the Convention Industry Council (CIC).
CMP - Certified Meeting Professional
CMP certifies competency in 25 areas of meeting management designated by the Convention Industry Council (CIC). This internationally recognized certification program evaluates the competency of meeting professionals. The CMP designation represents the standard of excellence in today's meeting and exposition industry.
In-Office Training
Another way that you can receive expert instruction for yourself and your staff in event planning is by bringing in a professional event planner to provide you with "hands on" training for a specific event. Use their expertise not to "do" the event for you but to work in partnership with your team and have them be available to coach your in-house staff through the various event planning stages. You want to make sure that you are training staff and volunteers that you know are going to be with you over a period of time in order to receive a return on your investment of time and money. Keep in mind that not all volunteers are able to make themselves available year after year. As their professional work schedules and personal life situations change, the time they have available to donate to a cause they believe in could fluctuate from year to year.
It is important that you find an event planner or event planning company that is familiar with the special needs of nonprofit organizations. Many event planners are used to working with one corporate decision maker not a committee; being assigned a budget to stay within as opposed to soliciting funds by raising sponsorship dollars, sourcing donated services, or items for silent auctions etc.; and working with trained professionals onsite as opposed to volunteers who have varying degrees of expertise. All of these nonprofit requirements have to be factored in and standard event planning principles adapted to ensure successful event execution.
For example, with unlimited corporate dollars at your disposal it is very easy for an event planners to design-produce-orchestrate a special event for up to 2,000 guests in under six weeks. That is not the case for a fundraising event where sponsorship dollars must be found, tickets sold, goods and services donated. Timing for that can take well over a year and it is important that the event planner training your staff be knowledgeable about the additional timing necessities for nonprofit organizations.
Out of Office Training
Many of the professional event planning associations hold monthly informative meetings as well as worldwide annual conferences and expos that offer educational seminars on a variety of event planning topics. These are generally posted on their web sites or advertised in industry publications.
Two event planning industry associations:
CSES Canadian Special Events Society
CSES is a Canadian association representing the special events industry in Canada. (www.cses.ca)
ISES—International Special Events Society
The mission of ISES is to educate, advance and promote the special events industry and its network of professionals, along with related industries. (www.ises.com)
A full listing of top event planning associations can be found in Marketing Your Event Planning Business: A Creative Approach to Gaining the Competitive Edge (Wiley).
Examples of Industry Magazines, Books, Online Publications and Resources
Amazon: search event planning
BiZBash: www.bizbash.com
Canadian Event Perspective magazine: www.canadianspecialevents.com
Charity Village Research Library
Event Solutions magazine: www.event-solutions.com
Special Events magazine: www.specialevents.com
A more extensive list of top event planning publications can be found in Marketing Your Event Planning Business: A Creative Approach to Gaining the Competitive Edge (Wiley).
***********
To submit a question for a future column, or to comment on
a previous one,
please contact help@charityvillage.com. No
identifying information will appear in
this column.
For paid professional event planning consulting - event design, site
selection critique, venue and supplier contract review,
budget analysis,
strategic planning, event logistical and timing
requirements, and on-site
orchestration - contact Judy directly at Judy
Allen Productions.
Disclaimer: Advice and
recommendations are based on limited information provided and should be used as
a guideline only. Neither the author nor CharityVillage.com make any
warranty, express or implied, or assume any legal liability for
accuracy, completeness, or usefulness of any information provided in
whole or in part within this article.
