Professional Event Coordination
Tác giả: Julia Rutherford Silvers Nhà xuất bản: JOHN WILEY & SONS, INC. In all chaos there is a cosmos, in all disorder a secret order.
—CARL JUNG (1875–1961) The modern event industry has grown from a subset of administrative duties and creative individuals in a variety of fields into a full-fledged profession that is practiced globally, with all the responsibilities and pro- ficiency expectations of a modern profession. The tasks and techniques that have been developed through trial and error over the years have been quantified, which serves us by providing a clear path of training to- ward event excellence—mastering that chaos by understanding the secret order and transforming the “priesthood” of secrets into a recognized and accessible body of knowledge. I wrote this book to bring together the hundreds of years of collective experience of that priesthood so that it will be accessible to you. Although the industry has identified the skills and competency do- mains required of an event professional, we have not yet standardized the titles we go by. In different companies and different parts of the world we are called event coordinators, event planners, event managers, event producers, event directors, event designers, account executives, and countless other monikers. My former business partner and I had our own unique titles; I was the Grand Poohbah and she was the Vice Em- press. The titles may be different, but we are all engaged in the business of creating event experiences that serve the needs of the client or host and fulfill the expectations of the guest or attendee. This requires due diligence—the investigation and consideration of all the requirements and possibilities, both good and bad, for the event. Whether you are preparing to enter this profession, preparing for ad-
practicalities by investigating catering operations, menu design, and foodvancement within it, or preparing for certification as a professional, this book will provide you with a comprehensive overview of the competen- cies required of a professional event coordinator. I hope that it will also become a reference tool you may use throughout your professional ca- reer. The scope of competencies addressed herein is based on the Tourism Standards of Western Canada for Special Events Coordinator and Special Events Manager, and the Tourism, Hospitality & Sport Education & Train- ing Authority (THETA) National Qualifications Framework for Event Support in South Africa, as well as the event management competencies outlined in the Exam Blueprint for the International Special Events So- ciety Certified Special Events Professional (CSEP) certification program. Each chapter examines a variety of competency points, outlined in the objectives at the beginning of each chapter, and there are numerous checklists you may use to refine your skills as a professional event co- ordinator. On-Site Insights, by various industry professionals around the world, provide examples to put the content in a real-life context, and Technology Tips direct you to relevant technology to enhance the effi- ciency and effectiveness of event coordination, operations, and opportu- nities. At the end of each chapter you will find Exercises in Professional Event Coordination to perform that will reinforce the concepts and com- petencies in practical applications, as well as help to prepare you for tak- ing the CSEP certification exam. The book starts by examining the anatomy of an event to establish the different layers of an event experience and the general process of pro- fessional event coordination. Based on this foundation, it considers the assessment of the various elements of an event, which can allow the event coordinator to visualize, organize, and synchronize the event’s re- sources and operations through project management techniques. Next it explores the critical aspects of site selection and development to ensure that the location and layout of the event meet its needs. Inviting atten- dees and providing them with the appropriate access to the event site is considered from the perspective of customer service as the event coordi- nator plans to accommodate the event’s audience. Although not particu- larly glamorous, it is important to arrange for the essential services that provide the necessary infrastructure for the event, as well as mitigate the event’s impact on its neighbors and the environment. It is also necessary to make plans for the safety and security of the event’s guests and orga- nize the services and strategies to ensure safe operations before, during, and after the event. As the book moves to a discussion of event design, it examines the creative, as well as practical, aspects of coordinating the event environ- ment through theme design, décor, and numerous other staging consid- erations. It also delves into the fundamentals of technical productions and entertainment possibilities that set the stage for the event experience. The discussion provides a taste of food and beverage possibilities and service styles. The various opportunities for adding value and meaning to the event experience are explored, such as the selection and presen- tation of gifts and amenities, as well as the various ancillary programs and mini-events that not only entertain and enrich, but also support the objectives of the event. An event is all about people—people coming together to create, op- erate, and participate in an experience. In that vein, the book explores the supplier solicitation and selection process, as well as vendor rela- tions, and discusses human resources management issues as they relate to staffing, volunteers, and participants. Finally, it examines performance reviews, evaluation techniques, and knowledge management strategies that help the professional event coordinator to continually improve his or her performance and operations. It is important to understand that professional event coordination is a complex job, and the topics covered in this book are what you must consider for each and every event you undertake. It is also important to understand that each topic represents an entire course of study in and of itself, many representing distinct industries within the overall event management industry. You are not expected to be an expert in each field, nor could one book provide the entire body of knowledge for each field, but as a professional event coordinator, you are expected to know enough to be able to effectively procure, organize, implement, and monitor all the products, services, and service providers that will bring an event to life. Creating and producing events is an exhilarating and sometimes ex- hausting occupation, but it is always rewarding, emotionally, spiritually, and often economically. The professional event coordinator must be flex- ible, energetic, well organized, detail-oriented, and a quick thinker. As a professional event coordinator, you must understand the integrated processes, plans, and possibilities specific to each event you coordinate so that you will be a better planner, producer, purchaser, and partner in delivering the special event experience that exceeds expectations. We must always remember that although not every event is a milestone for us, it is for the client or guest. From festivals and fairs to meetings and conventions, fund-raising events to familial occasions, civic celebrations to athletic competitions, or parades to theme parties—every event is spe- cial. We, as professional event coordinators, make dreams come true. |
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