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Copyright © 2004 by John Wiley & Sons, Inc. All rights reserved.
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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
1. Special events—Planning. 2. Special events—Management. I.
Title. II. Series.
GT3405.S55 2004
394.2—dc21 2003012936
Printed in the United States of America.
10987654321
᭺
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the web at www.copyright.com. Requests to the Publisher for permission should be ad-
To Larry, my husband, my sailor, my best friend—the one who has
made any and all moon hanging possible.
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Contents
Foreword—Edward G. Polivka
ix
Foreword—Dr. Joe Goldblatt, CSEP
xi
Preface
xiii
Acknowledgments
xvii
Chapter
1
Anatomy of an Event
1
Chapter
2
The Event Element Assessment
27
Chapter
3
Developing the Event Site
63
Chapter
4
Accommodating the Audience
93
Chapter
5
Providing the Event Infrastructure
133
Chapter
6
Safe Operations
169
Chapter
7
Coordinating the Environment
203
Chapter
8
Fundamentals of the Production
231
Chapter
9
Staging the Entertainment Experience
269
Chapter
10
Food and Beverage Operations
293
Chapter
11
Making Event Memories
317
Chapter
12
Ancillary Programs
341
Chapter
13
Vendors and Volunteers
367
Chapter
14
Knowledge Management
397
Chapter
15
Strategies for Success
423
Appendix
1
Sample Client Interview Form
431
Appendix
2
Sample On-Site Change Order Form
439
Appendix
3
Event “Survival” Kit
441
Appendix
4
Sample Site Inspection Checklist
443
Appendix
5
References and Reading List
449
Index
457
vii
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ix
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 work-
ing in the industry had gravitated to it by chance. Some of the most in-
fluential 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 do 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 grad-
ually took shape. We pondered, “Was everything they did intuitive?”
Many of the profession’s leading practitioners were surveyed to de-
termine 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 univer-
sities worldwide. In fact, postgraduate course work in these fields is
taught at many of the world’s leading universities. It is quite common for
1123.chfm 9/9/03 9:05 AM Page ix
employers to contact universities to request students who have MEEC de-
grees. Clearly, there is a demand for college-trained professionals in an
industry that has tripled in size in the last 27 years.
However, the greatest cause of near failure of our educational pro-
gram in the late 1970s was lack of books for our courses. As in any
emerging industry, codification of rules, techniques, and guidelines is a
critical step in the educational process.
Over the years I have been impressed when I heard that someone was
getting ready to publish a new book for the industry. It meant that some-
one like Julia Rutherford Silvers was going to add to her personal work-
load the task of creating a book about the events industry. In the case of
this book, it is a selfless effort to help others understand the dynamic and
exciting events industry.
I am pleased to have the honor of introducing this book. It represents
another milestone in the educational process. It is a concise guide for
seasoned professionals and will serve as an excellent classroom resource
for students trying to understand the dynamics of this industry. It will
allow students to grasp the complexities that thousands of industry pro-
fessionals accept as a regular part of their jobs.
Julia Rutherford Silvers has taken a no-nonsense approach to a “fun”
industry. She has put another important building block in place to help
event management to be better recognized as a fully developed industry.
What book dedicated to this complex business would not include
checklists? I believe that this book contains some of the clearest, most
concise, and extremely useful lists that have been developed to date.
I know you will enjoy this valuable resource. It will be a great ad-
venture for the novice and yet serve as an effective guide for the seasoned
professional.
Let the event begin!
Edward G. Polivka
x
Foreword
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xi
Foreword
Pulitzer prize–winning historians Will and Ariel Durant described edu-
cation as “the transmission of civilization.” In this important and
comprehensive volume, Julia Rutherford Silvers, CSEP, has transmitted
literally hundreds of ideas that will dramatically improve the coordina-
tion of your events.
Ms. Silvers is a leading force in the field of event management edu-
cation and has distilled her many years of professional experience into
an easy-to-use compendium of best practices for modern event coordi-
nators. “On-Site Insights” are presented throughout the chapters, which
immediately enable you to apply her theories through real-world anecdo-
tal examples. Furthermore, this valuable book has dozens of checklists,
tables, figures, and other proven strategies for future success.
Whether you are coordinating a small function for ten guests or a
major exposition or festival with 10,000 attendees, this book and the wis-
dom within can serve as a reliable guide to ensure seamless coordina-
tion. From the opening chapter, which conducts a thorough study of the
anatomy of professional events, to the closing final strategies for success,
this book will soon be among the most important resources you will use
and recommend to others.
One of the best features of this book is the comprehensive appendix
(Appendix 5) citing the numerous resources and texts that were used to
compile this work. This alone is worth the price of the book and much
more.
Julia Rutherford Silvers is one of the leading practitioners, authors,
educators, and consultants in the event management industry. This book
allows you to tap her expertise as often as you wish so as to continually
improve your event coordination practices.
Although the Durants defined education as the transmission of civi-
lization, the American Heritage Dictionary further defines civilization as
“an advanced state of cultural and material development in human soci-
ety marked by political and social complexity and progress in the arts
and sciences.” Ms. Silvers’s book is an extraordinary work of both art and
science that enables you to rapidly and consistently advance and de-
velop your professional career in this field. Throughout human history
major developments, such as the creation of tools, have marked the de-
velopment of humankind. History will soon record that Julia Rutherford
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Silvers, CSEP, provided us with a major development in our industry
with this book, the foremost resource to produce more civilized events
now and in the future.
Dr. Joe Goldblatt, CSEP
Series Editor
xii
Foreword
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Preface
In all chaos there is a cosmos, in all disorder a
secret order.
—C
ARL
J
UNG
(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-
vancement within it, or preparing for certification as a professional, this
xiii
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