[2023] how event management works

What if nobody attended your party? Or…what if there were too many guests? What would you do if your caterer canceled, your vendors didn’t show up, your budget was absolutely out of control, and the venue was already booked?

These questions keep even the finest event planners awake at night. And it’s not without reason; regrettably, the events with the worst planning are also the most memorable. Mastering the art of event management is the key to preventing these calamities, but it is easier said than done.

FIVE STAGES OF EVENT MANAGEMENT

1.	Set ROI-Driven Event Goals and Objectives
2.	Create a Solid Event Budget
3.	Design and Plan a Memorable Event
4.	Coordinate the Day of the Event
5.	Evaluate Your Event’s Performance

In this article, we’ll explain what event management is, the skills and knowledge an event management team should possess, and the tools you’ll need to execute a successful event.

What is event management?

Event management is the planning and implementation of events. While certain industries, such as the entertainment industry, construct their whole company around events, it is usual for businesses of all types to conduct many events each quarter or year. Some kind of event management is required for conferences, internal and external meetings, and even client dinners.

And this includes virtual events; regardless of where your event takes place, it requires extensive planning to keep within scope and price. And practically all of this planning is the responsibility of the event management team.

Competencies and obligations of an event management team

Event management teams may plan months or years in advance, depending on the size of the event. They collaborate with event planners (more on that later) to construct a vision, map out the necessary procedures to make that vision a reality and are ultimately accountable for the event itself. Common event management team responsibilities may include, but are not limited to:

Communication and coordination with vendors and locations –

Even a small event with a single caterer and location can need weeks of paperwork and discussion. Teams responsible for event management negotiate and assess bids, coordinate schedules, and secure contracts.

This necessitates that team members generate, manage, and compare abundant data, ranging from vendor availability and line-item price breakdowns to contact and payment information.

Publicizing the event –

An event needs attendees to be successful. Hence, whether your goal is to generate a profit or to win over a VIP client, you will need to devise inventive techniques to promote your event.

Depending on the structure of their organization, event managers may work closely with their marketing team or be responsible for event promotion alone, employing web advertising, email marketing, direct mail, and social media.

Transportation logistics planning –

For big in-person events, event management teams work closely with public and private transportation networks to prepare logistics such as reserving parking spaces, arranging overflow parking, and providing shuttle services.

This requires them to conduct research, maintain records, and communicate about everything from permits and other public works paperwork to shuttle service pick-up and drop-off locations.

Even for smaller in-person events, event planners must consider parking and transportation; for instance, if alcohol is served at a small dinner, can you give rideshare credits to send attendees home safely?

Creating emergency and safety plans –

As the proverb goes: plan for the worst and hopes for the best. Event organizers with experience have a plan B, C, D, and E. Members of the team construct contingency plans for a variety of potential derailments, including adverse weather and breaking news events.

In order to accomplish this, they collect critical information such as emergency contact information, head counts of participants (attendees, vendors, etc.), maps with clearly defined emergency exits, and more. The event management team must ensure that they can swiftly and readily share these plans with those who require them.

Obtaining the appropriate permits –

The majority of events require a permit. Teams in charge of event management must obtain permission to restrict particular streets, erect stages, and sell alcohol. This involves contacting the appropriate city officials, completing the necessary documentation, and submitting money. Event organizers are responsible for ensuring compliance with permit rules throughout the event.

Coordinating vendor payments –

It is difficult to find reliable vendors, so it is essential that they are paid on time. Event management collaborates closely with the finance department to prevent late fees and preserve positive vendor relationships.

To ensure that nothing falls through the cracks, team members comb through all of their vendor contracts and centralize critical payment information such as preferred payment method, due dates for deposits and remaining balances, and contact information for whoever is responsible for payments on the vendor’s end.

Event management vs. event planning

Event management appears to need a substantial amount of planning, therefore it’s not surprising that many people confuse event management and event planning. Yet, planning and management are separate activities.

Typically, event planners are responsible for designing the event’s vision and theme. They decide on big-picture issues including theme, venue needs, and entertainment.

On the other side, event managers are the doers. They are responsible for recruiting, training, and supervising on-site workers; booking suppliers; addressing any unforeseen issues on the day of the event; preparing and executing any contingency plans; and ensuring everyone conforms to health and safety regulations. Ideally, these two groups collaborate to create the ideal event.

The secret to effective event management

To organize an unforgettable event, you need an exceptional event management team. It is easy for items like vendor payments, marketing funds, parking permits, and emergency plans to go through the cracks when there are so many moving components.

Teams responsible for event management employ their attention to detail and organizational abilities to achieve a good outcome. Yet even the best event management staff cannot organize a large-scale event without technological assistance.

Airtable makes it easy for your event management team to develop automated processes, interact with other departments, and store all the information required to coordinate and execute your event, from photographs and contracts to budgets and timeframes.

With customizable views ranging from calendars and Gantt charts to grids and Kanban boards, your team may view the necessary information in a manner that best suits them. In addition, interfaces with Slack, Google Suite, and Dropbox provide your events team with all the required capabilities at their fingertips.

Willing to dive in? Use one of Airtable’s event templates to initiate the transformation of your event management process; you’ll find everything from planning and budgeting to marketing your event.

FREQUENTLY ASKED QUESTIONS