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Professional Event Coordination The Wiley Event Management Series SERIES EDITOR: DR JOE GOLDBLATT, CSEP Special Events: Twenty-First Century Global Event Management, Third Edition by Dr Joe Goldblatt, CSEP The International Dictionary of Event Management, Second Edition by Dr Joe Goldblatt, CSEP, and Kathleen S Nelson, CSEP Corporate Event Project Management by William O’Toole and Phyllis Mikolaitis, CSEP Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions by Leonard H Hoyle, CAE, CMP Event Risk Management and Safety by Peter E Tarlow, Ph.D Event Sponsorship by Bruce E Skinner, CFE, and Vladimir Rukavina, CFE Professional Event Coordination by Julia Rutherford Silvers, CSEP Professional Event Coordination Julia Rutherford Silvers, CSEP JOHN WILEY & SONS, INC 䊊 This book is printed on acid-free paper ⬁ Copyright © 2004 by John Wiley & Sons, Inc All rights reserved Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 750-4470, or on the web at www.copyright.com Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, e-mail: permcoordinator@wiley.com Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose No warranty may be created or extended by sales representatives or written sales materials The advice and strategies contained herein may not be suitable for your situation You should consult with a professional where appropriate Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002 Wiley also publishes its books in a variety of electronic formats Some content that appears in print may not be available in electronic books For more information about Wiley products, visit our web site at www.wiley.com Library of Congress Cataloging-in-Publication Data: Silvers, Julia Rutherford Professional event coordination / Julia Rutherford Silvers p cm — (The Wiley event management series) Includes index ISBN 0-471-26305-2 Special events—Planning Special events—Management Title II Series GT3405.S55 2004 394.2—dc21 Printed in the United States of America 10 I 2003012936 To Larry, my husband, my sailor, my best friend—the one who has made any and all moon hanging possible Contents Foreword—Edward G Polivka ix Foreword—Dr Joe Goldblatt, CSEP Preface xiii Acknowledgments xvii xi Chapter Chapter Chapter Chapter Chapter Chapter Chapter Chapter Chapter Chapter 10 Chapter 11 Chapter 12 Chapter 13 Chapter 14 Chapter 15 Anatomy of an Event The Event Element Assessment 27 Developing the Event Site 63 Accommodating the Audience 93 Providing the Event Infrastructure 133 Safe Operations 169 Coordinating the Environment 203 Fundamentals of the Production 231 Staging the Entertainment Experience 269 Food and Beverage Operations 293 Making Event Memories 317 Ancillary Programs 341 Vendors and Volunteers 367 Knowledge Management 397 Strategies for Success 423 Appendix Appendix Appendix Appendix Sample Client Interview Form 431 Sample On-Site Change Order Form 439 Event “Survival” Kit 441 Sample Site Inspection Checklist 443 References and Reading List 449 Appendix Index 457 vii Foreword In 1976 the president of the university where I was teaching asked me to take over the direction of a tourism program that was losing enrollment His charge was to make the program grow or sign its death certificate I began researching all aspects of tourism for a program that would use our teaching resources, appeal to our students, and give them some leverage in the job market after graduation Our research discovered a subset of tourism called meetings, events, conventions, and expositions At that time this industry was contributing $32.5 billion to the gross national product, but there appeared to be no formal educational path for young people wishing to enter the industry On closer examination we discovered that most of the people working in the industry had gravitated to it by chance Some of the most influential people in the industry at that time had been assigned the task of producing great events and outstanding meetings by a boss who did not want to it himself We were amazed at the size of the budgets for many of these events In some cases they exceeded the annual budgets of small companies and divisions of large firms With little or no formal training available, these people produced creative and memorable events Over time, and with much trial and error, a recognizable profession gradually took shape We pondered, “Was everything they did intuitive?” Many of the profession’s leading practitioners were surveyed to determine what they considered to be their educational weaknesses and what subjects they wish they had studied in school The information we collected helped us to define our curriculum As we grew closer to the launch of our program, we discovered two things: ■ ■ Most professionals thought that we were embarking on a fool’s journey This was one profession that could not be taught in a classroom There were no books that could be used in the classroom to teach these courses Times have changed Meetings, exhibitions, events, and conventions (MEEC) courses now appear in the curriculum of more than 200 universities worldwide In fact, postgraduate course work in these fields is taught at many of the world’s leading universities It is quite common for ix ... 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 & Training Authority... Silvers p cm — (The Wiley event management series) Includes index ISBN 0-471-26305-2 Special events? ??Planning Special events? ??Management Title II Series GT3405.S55 2004 394.2—dc21 Printed in the United... management competencies outlined in the Exam Blueprint for the International Special Events Society Certified Special Events Professional (CSEP) certification program Each chapter examines a variety