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- 2012 CONFERENCE
- EDUCATION
- MONDAY, FEBRUARY 27
MONDAY, FEBRUARY 27
7:30am – 8:45am
ES-150
Rise and Shine Event Trends
Petra Compel
Event Producer
Feats, Inc., Baltimore, MD
Andrew Zill
Event Stylist
Feats, Inc., Baltimore, MD
What brings the WOW Factor to your events? From buffets to bartenders, décor to dance bands, entertaining to entertainment, discover the latest trends in the event production world. Follow along as Event Director, Petra Compel and Event Stylist, Andrew Zill guide you through what’s hot and what’s not for 2012. Gain valuable tips for what really makes an impact in an event space and what creates lasting impressions on your guests and attendees. With their combined experience dealing with celebrity, social and corporate clients, you’ll discover the trade secrets that keep them rated among the top 50 event production companies in the world. Find out what continues to inspire and feed the fire of creativity for this award-winning production team.
DELIVERABLES:
• Learn the latest event design trends for the coming year.
• Discover entertainment and music trends from coast to coast.
• Get global tips for international event planning.
• Learn what works when producing events in unique spaces.
ES-151
Outdoor Event Logistics
Richard Martin
Owner
R & J Martin Enterprises, Scottsdale, AZ
In an ever-increasing dynamic market place, you need to have great plans in place to deal with any bumps in the road that can (and often do!) occur when planning outdoor events. In this exciting, interactive seminar we will address the obstacles you may encounter and help formulate solutions for every dilemma. Come prepared with situations you have encountered, good and bad, then - with the help of the expertise in the room - we will explore different solutions with some fun and productive discussions to help you be better prepared in the future. Using your peers to help you with your business is a great way to achieve excellent results.
DELIVERABLES
• Checklist of all line items required to create successful outdoor events.
• Knowledge to deal with a multitude of situations.
• A reassurance that you are not the only one that makes mistakes.
ES-152
Producing Destination Weddings that WOW!
Ali Phillips
Owner
Engaging Events by Ali, Chicago, IL
Destination weddings have grown at an incredible pace of 84 percent in the past five years and with no end of growth in sight. As you prepare for your client's destination wedding, start with your packing list. Then fill your suitcase with such valuable information such as: how to market to the bride, what you need to know regarding logistics, and how to weave a consistent theme throughout all the activities. This session is your passport into the exotic world of destination weddings – a journey that you can’t afford to miss!
DELIVERABLES:
• Describe how to capture the attention of destination wedding couples in your marketing efforts.
• Discover how to infuse a destination wedding and its extended activities with a flavor of that culture, customs, cuisine and history.
• Identify tactics and tips when working with new vendors and new destinations.
9:00am – 10:30am
ES-153
FEATURED SESSION WITH PRESTON BAILEY
How to Make Money in the Events Industry
New York-based Preston Bailey has become renowned for his ability to completely transform raw, ordinary spaces into sumptuous, theatrical environments, translating his clients’ fantasies into awe-inspiring reality.
At Monday's Featured Session, Preston will share his insight on How to Make Money in the Event Industry. Preston will speak openly about his 30-plus-year journey within the event industry and share the valuable life and work lessons he learned along the way.
10:45am – Noon
ES-154
Entice The Mind By Engaging The Senses
Erin Patrick McDonald
Owner / President
Erin Patrick: Events Fashioned, Chicago, IL
Sights, sounds, smells, tastes and textures. Your event can heighten and enlighten all of these senses to tantalize and excite the mind. So how should you design your event to tease your attendees' senses and whet their appetites? What works best together and why should you over-saturate your event? We'll explore how all your senses create memorable unique environments.
DELIVERABLES:
• Discover how to create events around favorite smells.
• Outline how to design your event with the senses in mind.
• Recognize how to create a harmonious event where the senses are stimulated and pleased.
• Review which sensory tactics work best together and what not to do.
ES-155
The Neuropsychology of Selling Events – How Your Clients Hear You
Daniela Isabella Ferdico Faget
CEO
Bella Signature Design, Inc. and Cerebral Artisan, Seattle, WA
Whether it is planning, catering or stunning decor, selling your artistic services can be deceivingly difficult. For most of our clients, their event is a very emotionally-laden, expensive experience. Are you really hearing your clients, or merely listening? How can you communicate with them in a way that assures them that you HEAR them, that you have the ability to create for them what they want (even if they themselves don’t always know what they want?). This informative session will guide you through a process to show how a client’s brain consumes the information you present to them.
DELIVERABLES:
• How to best present your services to the decision-making part of your client's brain.
• The Quality and Quantity of choices to present to your clients.
• How visual (graphic and written) versus auditory information influences your potential client.
• How to handle client objectives such as "you are too expensive.”
ES-156
How to Market to People Not Like You
Kelly McDonald
President
McDonald Marketing, Dallas, TX
If you could grow your business simply by marketing to your existing customers, making money would be a cakewalk. But to generate new revenue, you have to acquire new customers. The 2010 Census reveals that one in three Americans is not white. Now, more than ever, it’s important to reach diverse market segments to grow your business. Diversity marketing is the new norm and it doesn’t simply mean racial diversity. Diversity comes in many forms: age, gender, language preference, lifestage, politics, race, religion, sexuality, and hobbies or special interests are all ways in which people’s differences are recognized. By recognizing these differences and tailoring your services and marketing efforts to reflect consumers’ values, you validate the importance of a consumer group. It’s about marketing to values, not demographic profiles. Using real-world examples from successful businesses, “How to Market to People Not Like You” demonstrates how to create a deep, emotional connection between your products or service and new consumers.
DELIVERABLES:
• Discover the do’s and don’ts of marketing to women, immigrants, Hispanics, African Americans, Asians, gays and lesbians and different generations.
• Review how to tweak your product or service to be relevant to a new customer group.
• Describe how to communicate by showing respect for others’ cultures, values, language and priorities.
• Label messaging that resonates with each generation’s unique values.
2:15pm – 3:30pm
ES-157
Design 360 – From Simple to Amazing
Eddie Diaz
CEO / Special Event Producer
Encore Creations, Orlando, FL
An interactive workshop designed to introduce and explore concepts, principles and strategies related to creative design. Event Design is a fun and strategic process that combines organic and planned elements that are all around us. The session will guide attendees through the process of creation, development and execution of simple table tops to extravagant room creations. From the beginner planner to the seasoned industry expert, the workshop caters to creative thinkers and anyone interested in learning more about design.
DELIVERABLES:
• Learn and identify simple to advanced design principles and concepts.
• Discover how to create and use an effective creation flow.
• Create your very own design 360 experience.
• Top 10 design trends 2012.
ES-158
Managing Your Events with Production Schedules
Robert Sivek, CSEP, CERP
COO
The Meetinghouse Companies, Elmhurst, IL
The process of planning, constructing and executing an event using a Production Schedule is critical to your success. You need to keep your team organized, on time, on budget and literally on the same page. Discuss the benefits of constructing your event's plan using a Production Schedule rather than reverse-engineering your event into a timeline. Using Production Schedule examples, we'll explore the process, form and execution to lead you to success.
DELIVERABLES:
• Recognize why your event needs a Production Schedule and not just an event timeline.
• Identify the necessary components of an effective Production Schedule.
• Name who should see and use your Production Schedule and why.
• Explore sample Production Schedules that worked.
ES-159
Let’s Give ‘Em Something to Talk About: Creating An Event To Remember
Lee Kite
Director of Distinguished Events
American Cancer Society, Illinois Division, Inc., Chicago, IL
You want your event attendees to talk about your event. You want them to create buzz before, during and after the event. Word of mouth is an important tool you can't buy. So give them something to talk about. From understanding the fundraising basics to word of mouth marketing, discover valuable event ideas that will have everyone in town talking about your event.
DELIVERABLES:
• List ten steps to ensure your nonprofit event success.
• Explore the Nordstrom Way and how it can work for you.
• Discuss steps to keep your guests engaged from start to finish.
• Explain how your event can benefit from social media interactions.
3:45pm – 5:00pm
ES-160
Large Scale Projection and Video Mapping For Events
Bart Kresa
President & Master Projection Designer
BARTKRESA design, Inc., Los Angeles, CA
Raymond Thompson
Owner
Images by Lighting, Los Angeles, CA
Creative imaging with light is an evolving art form. Through advances in technology, lighting design with digital projections have developed from 2D art projection on a wall to dynamically mapped digital artwork that can virtually transform any interior space into another environment and bring 3D life to an architectural site.
Bart Kresa, President and Master Projection Designer of BARTKRESA design, Inc, has over 20 years experience in large scale digital projections and is one of the leading innovators of 3D mapping. Raymond Thompson is the pricipal and co-founder of Images By Lighting, a premiere lighting design team based in Los Angeles. In this seminar, Kresa and Thompson will provide a step-by-step overview of how a projection designer and lighting designer work together to structure and deliver dynamic event presentations, from start to finish, including:
DELIVERABLES:
• How to communicate collaboratively with the client.
• Assembling the right production team.
• Integrating light and projection design elements for optimal results.
• Troubleshooting onsite logistics, including ambient light, weather, rigging.
• Review a budget for a large-scale projection and mapping component.
ES-161
Un-Stuck: Getting Your Business to the Next Level
Howard Givner
Executive Director
Event Leadership Institute, Scarsdale, NY
Are you feeling that your event business is stuck? Do you look back at the end of the year and wonder why you still can't get to that next level, no matter how busy you may have been? If so, this class is for you. We'll dissect what it is that keeps most business owners from getting their companies to break out of their plateaus and hit that next stage of growth, and then review strategies on how successful companies manage to shed their skin and grow into larger versions of themselves.
DELIVERABLES:
• Understand the most common obstacles that block business owners from getting to the next level.
• Examine case studies of successful companies in our industry that have made the leap from small businesses to larger enterprises.
• Discuss strategies for helping to break through the barriers keeping owners from achieving their goals.
ES-162
Psychology of Color & Your Events: What Client’s Color Choices Say About Them
Sasha Souza
President / Event Designer
Sasha Souza Events, Napa, CA
Color. Just the mere mention of the word sparks vivid imaginations. It speaks to everybody and affects our emotions, mood and behavior. We does your client's favorite color really say about them? What do your business logo colors say to your clients? Your client’s color tastes gives you a glimpse into their personality without offering clients a 5-part personality evaluation. Knowing your clients’ likes, dislikes and cultural background helps with the design, sale and overall success of the event.
DELIVERABLES:
• Recognize how to interpret what your clients’ favorite colors really say about them.
• Discuss what your business color choices say to your clients.
• Identify how various cultures see color that ultimately affects your event design.
5:15pm – 6:15pm
ES-163
Table Linen Decor Trends and Up-Selling Linens For Increased Profitability
Michael Davis
Owner
Cloth Connection, Spring Valley, NY
Cheryl Fish
Vice President, Design Services
Someone’s in the Kitchen, Los Angeles, CA
Learn the keys to sourcing, presenting and selling linen decor for all types of catered events. Gain insight into how table decor has evolved from historical times and how it has influenced our current industry. Update your knowledge on the hottest color trends this season, as well as popular colors over the past couple of years and review classic colors that stand the test of time. See how table linens can give an affordable option to your customers in the current economy and review different looks for various price ranges. See visual displays on how linens have been used at various Hollywood, Presidential and other high profile events. Take note on how linen becomes the background palette for all other decor elements and see how to create a signature style by combining the texture, pattern and color of the fabric with overall decor of the event.
DELIVERABLES:
• How to turn your new knowledge of linen decor into a profit center for your business.
• What costly mistakes to avoid when ordering linens and dealing with a linen vendor company.
• How to differentiate your catering or event business from others by being able to present unique reception looks to your customers.
• Learn how to identify the latest trends in fashion and translate the fashion "runway-look" into a “fashion-forward" event-look.
ES-164
Step Up Your Proposals: Getting Creative Will Get you the Job!
Shari Lynn Rothstein-Kramer
President
SLK Creative, North Miami, FL
You have one chance to make a first impression, so why not dazzle them from the start? The creative process begins the moment your prospective client requests a proposal. Your job is to create the words, visuals and package that resonates with them and captivates their hearts and minds. You proposal must be so exceptional that they cannot envision anyone but you bringing their dream project to reality. It starts with the message, medium and vision. By selecting the right colors and textures to make it pop, and exploring the prose that will tie it all together, you have embarked on the proposal of a lifetime – one that will win you the job – and a client for life!
DELIVERABLES:
• Discover how to interpret the client’s needs into a spectacular, one-of-a-kind proposal that hits their sweet spot.
• Identify the components of the ideal creative proposal.
• Review examples of outstanding proposals with letters, decorative documents, multimedia presentations, 3D, novelty, and unique tactile and visual offerings.
• Recognize how important words, grammar and prose are to your proposal success.
• Explore how to create a variety of proposals for a reasonable amount of money.
ES-165
Hey, That’s Mine! How to Legally Protect Your ASSets In Times of Economic Desperation and Social Media Proliferation
Carolyn Mason
Grand Affair, Inc. (GA) and Law Offices of Carolyn M. Mason (LOCMM), Los Angeles, CA
In these challenging economic times and in the age of social media, businesses need to be vigilant to protect their assets. Using real-world examples, identify the various types of event assets (i.e. proposals, client lists, creative property, event photos, etc.) that you can protect. Learn how to use them to promote your business and to solicit new work without jeopardizing ownership interests in those assets. Discuss how to manage employees, independent contractors and vendors that lessens the likelihood that they will take your valued assets with them when they leave. Finally, we will explore the ethical dilemmas we face regarding uses and abuses of our event industry assets by both those outside and inside our industry.
DELIVERABLES:
• Identify the various types of event assets that you can protect.
• Learn ways to better protect your ideas, projects and products.
• Discover how to protect your confidential information and your reputation.
Speakers, sessions and schedule subject to change.
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