What is event management?
Although it’s a straightforward question, there’s not always an easy answer to this, as event management involves so many different elements.
Event managers wear many different hats and need to be masters of multitasking. Their role spans planning events, executing them efficiently, keeping stakeholders happy, and ensuring events meet their goals. Although, there’s a lot more that goes into event management to achieve this.
This guide explores what event management is in detail and why using experienced event managers is so important.
What is Event Management?
Event management is the process of planning, organizing, and executing special events. Event managers work closely with all other event stakeholders and contributors to ensure the event runs smoothly from start to finish.
Event planning could be done by the venue owner, but it’s often done by an external event management company.
While the concept of event planning may be straightforward, there’s a lot that goes into being a successful event manager. Here are some of the main responsibilities involved in the event planning process.
Needless to say, a large part of the role involves careful event planning before the event takes place.
Event managers start their job by defining the event's objectives and goals. They create a detailed plan outlining the event's purpose, target audience, budget, date, time, and location. A lot of pre-event planning needs to take place before the occasion is organized.
Event planners need to be masters of controlling a budget. As there are so many different costs involved in running events, successful event management is largely focused on keeping all costs carefully controlled.
Event managers work within a specified budget. The budget is used for things like venue rental, catering and bar packages, entertainment, marketing, and logistics. Event planners must manage expenses effectively to ensure a successful event without overspending.
Choosing the right venue is crucial, as it can significantly impact the event's success. Event managers evaluate potential locations based on capacity, accessibility, amenities, and suitability for the event's theme or purpose.
This is why event management teams must work closely with venue owners. Many event managers have exclusive deals with different venues to help them secure the right venue at the right price for their events.
Logistics and Operations
Event managers handle the logistical aspects of the event, including transportation, equipment, technology, security, and coordination of vendors and suppliers. They ensure that everything needed for the event is in place and functions smoothly. This is why event planners need to have strong project management skills.
Depending on the size and requirements of the event, this can be a significant task. Large-scale events may involve various “runners” to help handle the logistics and ensure all of the right people and supplies are at the event at the right time. Event planning services carefully coordinate these runners to ensure everything rolls out smoothly.
Marketing and Promotion
Promoting the event is essential to attract attendees.
Event managers create marketing strategies, including advertising, social media campaigns, email marketing, and ticket sales, to generate interest and maximize attendance.
Many event management companies outsource their marketing and promotional efforts. However, it’s still the role of the event manager to ensure the right audience is being targeted and that event promotions are executed in a way that effectively attracts enough attendees.
Registration and Ticketing
For events that require attendee registration, event managers set up registration systems, manage ticket sales, and handle attendee inquiries. They may also coordinate check-in and registration processes on the day of the event.
While a large focus of event planning is on setting up and executing the event, it’s also important that event managers provide the most seamless and enjoyable experience possible for guests. The registration and ticketing process plays a large role here.
Program and Content Management
Event managers are responsible for developing the event's program or agenda. They coordinate speakers, performers, and presenters, ensuring that the content aligns with the event's objectives.
Event management teams must have the right connections and know how to secure the right kind of entertainment or agenda for each event. Of course, the event’s program needs to be aligned with the goal of the event.
Maintaining Health and Safety Standards
Event managers need to follow all of the correct health and safety standards for events, ensuring all legal requirements are met.
There are various specific laws and regulations around how events need to be executed. The event management team must follow the correct process to avoid any legal or safety issues during the event.
Once all event planning has been taken care of, event managers then need to execute the event on the day.
On the day of the event, event managers oversee all activities and logistics to ensure a seamless experience for attendees. They address any issues or emergencies that may arise and ensure that the event stays on schedule.
Even the most well-planned and successful events run into speedbumps and surprises on the day. A great event planner knows how to deal with these issues quickly and effectively to keep the event running smoothly.
After the event, event managers assess its success, gather feedback from attendees, and analyze financial reports. This information helps improve future events and measure the event's return on investment.
This is where event managers go back to the event’s initial goal to see how well they performed at achieving this.
Client and Stakeholder Communication
Event managers maintain open communication with clients, stakeholders, and sponsors throughout the planning and execution stages, ensuring that everyone's expectations are met.
Ultimately, executing events is all about ensuring the client gets what they want and is happy with the event. Event planners must engage clients throughout the planning process and gather their feedback through post-event surveys to ensure they do well.
Why Proper Event Management is Essential
Now that we’ve answered the question “What is event management?”, it’s time to explore why event managers have such important roles.
Here are some of the main reasons why properly managing and organizing events is so important.
Achieving Event Objectives
Event planning isn’t only about executing events - it’s about making sure each event fulfills its purpose.
Events are often organized with specific goals in mind, such as promoting a product, raising awareness for a cause, or fostering networking opportunities. Proper event management ensures that these objectives are met for the client.
Other than keeping clients happy, event managers need to ensure their guests have a great time too.
A well-managed event is all about creating a positive experience for attendees. From seamless registration and comfortable facilities to engaging content and smooth logistics, a well-organized event leaves a lasting impression and encourages attendees to return in the future.
Without proper event planning in action, you might not be able to attract enough attendees. This could mean the event is unprofitable or does not achieve its goal.
Proper event management processes ensure the event is well promoted so that enough people attend.
As there are so many components that go into running an event, event managers need to ensure all event resources are used wisely.
Proper planning and budgeting help clients get the most out of their events. Event managers make efficient use of funds, time, and materials, avoiding unnecessary expenses and ensuring that all aspects of the event are adequately covered. Event managers also need to know who the best suppliers and vendors are to help make the most of the event resources.
Events always seem to encounter unexpected challenges. From technical glitches to bad weather, you can’t always be in control of everything.
Event managers are trained to anticipate and mitigate risks. This helps them adapt the event to sudden changes and ensure any unforeseen issues don’t affect the quality of the event. A large part of risk mitigation also involves making sure each vendor and contributor to the event fulfills their role. If a vendor decides not to show up, event managers should always have a plan B in place.
Events often have strict timelines. Efficient event management ensures that all tasks are completed on schedule. This prevents last-minute rushes and reduces stress for everyone involved.
This can be very tricky to get right, which is why working with experienced event managers is so important.
If you need to execute important events, then working with a professional event management team is essential. As a venue owner, you need to make sure that your event planners work with you to achieve the specific goals of each event. When you work with the right people, it will mean happier clients, happier guests, and more profitable events.
A key part of optimizing the event planning process is using the right event management software. This will keep your event and venue management on schedule, saving you plenty of time and effort. Try Perfect Venue for free to see how the right event management software can help your venue achieve greater success.