What Makes It An Event?

In today's competitive environment, there is no scarcity of events. Most of us are inundated by invitations, by a number of organizations, to a variety of functions, including sports events (usually golf or tennis tournaments), casino nights, cabarets, auctions, galas, fetes, etc. However, to truly make an event special, one needs to look at the word event letter by letter, and analyzing all the various components.

E: Memorable events know that they must be an experience. There are so many events held that people must pick and choose which to support and attend, and have become far more selective, particularly in this challenging economy. An event becomes an experience by doing something different and developing the WOW factor.

V: Your event must provide value to the attendees. This value must fall into two categories, actual value and perceived value. In my over thirty years of professionally organizing and planning events, I have learned that one of the greatest failings organizations have regarding their events is that they do not pay attention to the value aspect. Many organizers are so close to the cause that they are blinded by their view of the reality of the circumstances because they are so devoted and convinced of the organization's importance. However, to attract others to pay attention, value must be considered. Real value is how the monies are being spent, while perceived value is the value others put on what is being offered. For both of these reasons, as well as practical reasons, organizations must pay keen attention to professionally negotiating all related aspects of every event. The most damaging error to the eventual success of an event is when negotiations are inadequate, causing the organization to pay far more than they needed to.

E: Especially when it comes to events that are run on a regular basis (often annually or semi- annually), care must be taken to maintain the heritage, excitement, and importance of the event, while realizing that the event must be tweaked regularly so that it does not get boring and mundane. This evolution should be gradual, yet obvious, and instill needed life and interest into the event, while maintaining interest. The most successful repeat events are constantly tweaked and evolved.

N: There is perhaps little as essential to success in event planning as effective and professional negotiations. Event professionals realize that they must do their homework and use win- win negotiating techniques to assure that there are no last minute surprises, and that everything is thoroughly and properly planned for each event, and every single aspect.

T: One of the worst things that a event organizer can do is to be satisfied by mediocrity, and feeling that okay is good enough. The goal for every organizer must be that his event is nothing less than terrific, and that he never settle for okay. True event professionals strive to create events that are sought after before, and consider great after.

Event professionals understand that they must mold all of these aspects and more to get their desired results. Successful event planning requires superb planning, attention to details, attention to the needs and priorities of the event, and a dedication to the utmost standards of professionalism. When this is done, the chances of experiencing great results is optimized!