Introduction to

Event Planning
Event planning is a global, multi-billion-dollar industry that continues to grow every year. As

an event planner, your clients will trust you with important and often emotional occasions

in their lives. You may plan a retirement party for a beloved principal or a fiftieth wedding

anniversary for a married couple. You must have the expertise to succeed in many roles,

including as a project manager, an organizer, a mediator, a negotiator and a communicator.

This course will teach you the skills you need to manage the many components that make

up an event. In this text, you’ll learn about the event planning industry, including the roles

you’ll play, the careers you can pursue and the types of events you’ll plan.

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 The Event
Planner's Role
Your responsibilities as an event planner will change depending on your client’s

expectations and on the type of event you’re planning. Some clients will hire you

to plan every detail of a bar mitzvah, while others will hire you to oversee a few

small components of a Christmas party. You’ll need to be flexible as you move

from event to event and from client to client.

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Lessen Client Stress
Clients hire event planners because they don’t have the time and/or expertise to plan an event

themselves. For example, a busy business executive may not have time to plan her mother’s seventieth

birthday party. Similarly, a community group may have no idea how to plan and organize a craft fair. As

an event planner, your job is to help your clients by shouldering the responsibility. You will handle the

time-consuming and often stressful logistics of the event so that your clients can relax and enjoy the

occasion. Your tasks may include:

• Creating and sticking to an event budget

• Booking a venue

• Coordinating with vendors

• Overseeing the entertainment, decorations and catering

• Booking travel and accommodations

• Overseeing event setup and teardown

Execute Client Visions

As an event planner, you shouldn’t make decisions based on your own tastes or preferences. You must

understand your client’s goals for the event. What atmosphere does she want to create? How does

she want her guests to interact? You can assist your client with the decision-making process, but your

ultimate goal is to identify her vision and to bring it to life.

Be a Team Player
Sometimes you’ll plan an event on your own, while other projects will involve working with a team. For

example, a sports arena may have several event planners overseeing a large sporting event. Similarly,

a bride may ask you to collaborate with her bridal party to plan a bachelorette weekend. You’ll have to

be flexible as you work with the professionals and non-professionals on your planning team.

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 Develop a Broad Skillset
Event planners need to play several roles to execute an event. For example, you’ll need project

management skills to ensure every detail of an event comes together seamlessly. You’ll also have to be

an excellent problem-solver to resolve any unexpected snags on the day of the event. You’ll need to

have good communication skills to work with clients, vendors, venue managers and others involved in

the planning process. A broad range of professional and interpersonal skills is essential for your success

at every stage of the event planning process.

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Event
Planning Skills
Planning an event from start to finish demands a variety of

skills. Some event planners have these skills naturally, while

others have to work hard to develop them.

EVENT & WEDDING PLANNING VOLUME 1 5

 Organization
Event planners are multitaskers who need

excellent organization skills. Booking a venue for

the wrong date or forgetting to return a vendor’s

call can have devastating consequences for

your client’s event. Be sure to stay organized by

creating task lists, filing important documents

and recording contact information.

Project Management
Event planners need strong project management

skills to anticipate and oversee every detail of

an event. Specifically, you should know when

to begin each task, who to contact, how to pay,

when to book and how the day of the event will

unfold. Be sure to organize this information into

lists and timelines so that you can monitor your

progress and stay on budget. In addition to

handling your own task list, you’ll also need to

manage others involved in the event to ensure

everyone stays on track.

Passion
Planners juggle many events at once, but for your

client there is only one event: her own. Always be

sure to reflect your client’s passion, enthusiasm

and excitement during the planning process.

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Compassion
Event planning can be a stressful and emotional

experience for your client. She may be worried

about hosting a fun, successful event for her

guests, or about achieving a fundraising goal.

You should be friendly and approachable so that

your client feels comfortable confiding in you.

Listen to your client’s concerns and try to pick

up on signs of stress or unease. If your client is

feeling overwhelmed, try to minimize her stress.

Offer reassurance and look for ways to help.

Communication
Good communication ensures everyone involved

in the event planning process is on the same

page. For example, you don’t want a vendor

to arrive at 7 p.m. rather than 7 a.m. You also

don’t want a client to ask for “a few flowers” and

then wonder why there’s only one bouquet at

her event. Be sure to clarify each of your client’s

requests so that you understand exactly what

she wants. Similarly, confirm every detail of each

vendor booking to ensure that everything goes

according to plan on the day of the event.

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 Conflict Resolution
Often, several people are invested in the outcome of an event.

Imagine four siblings hire you to plan their father’s retirement

party. If each sibling has a different vision of the event, you’ll

need to create an event concept that pleases everyone. Similarly,

your client and a venue manager may not agree on the placement

of a dance floor. Developing conflict resolution skills will help

you to dissolve tensions and to reach compromises that keep

everyone happy.

Problem Solving
No matter how organized you are, problems can still arise on

the day of the event. Perhaps a vendor doesn’t show up or a

snowstorm closes a main road. Being able to stay cool under

pressure will help you to graciously handle unexpected difficulties.

You should also develop strong problem-solving skills so that you

can come up with creative solutions. Can a backup vendor help

you on short notice? Can you alert guests about traffic problems

and suggest alternative routes? Last-minute solutions that help

to resolve tricky situations will truly impress your clients.

Creativity
Every client wants her event to be unique. Coming up with new

ways to interpret traditional event elements will set you apart

from other event planners and allow you to plan special and

memorable events. Creativity also enables you to achieve your

client’s vision regardless of constraints such as a limited budget

or a small venue.

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EVENT & WEDDING PLANNING VOLUME 1 9
 Event Planning
as a Career
As an event planner, you’ll play a key role in many momentous

occasions. You’ll help your clients to mark important milestones, to

say goodbye to loved ones, to celebrate special relationships and to

start new journeys in their lives. You’ll enjoy a diverse and rewarding

career while providing an important service to your clients.

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Job Opportunities
Event planners can pursue a variety of career paths depending on their goals and interests. You may

end up trying several event planning roles until you find your ideal fit.

START YOUR OWN EVENT PLANNING BUSINESS

Building your own event planning business can be exciting, satisfying and lucrative. You’ll have the

flexibility to set your own hours and to manage your own time. You can make your own decisions and

choose your preferred clientele. This is the ideal career path for anyone who enjoys a challenge and

who wants to be their own boss.

At the same time, starting your own business can be a risky career choice. You aren’t guaranteed a

stable income, which means you need to continuously market yourself, manage your finances and grow

your clientele. If you are successful, however, you get to keep all the profits from your business and to

enjoy all the credit for your hard work. Later in this course, we’ll show you how to set up and manage a

successful event planning business.

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 WORK FOR A COMPANY

Your personality and lifestyle may be better suited to working as an employee. This career path

provides you with a stable income that typically includes health benefits and paid vacation. Working as

an employee is also a great way to build experience in the event planning industry as a step towards

forming your own event planning business.

Event and Wedding Planning Companies

As an employee at an event or wedding planning company,

you’ll have a specific role as part of a team of event planners.

For example, you may begin as a junior event planner assisting

senior planners with their work. Over time, you may progress to

managing large events with hundreds of guests with the help

of your own junior assistant. Searching online is the best way

to find event or wedding planning firms in your region. Review

each company’s website to see the types of events they plan and

decide if their client base interests you.

Tourism and Hospitality Organizations

Event planners are hired by resorts, hotels, cruise lines, convention

centers, museums, tourism organizations, caterers and party

supply companies to manage special events. Common job titles

for these positions include meeting/event sales manager, venue

manager, meeting coordinator and catering manager. You’ll

typically plan events that are meant to attract and entertain

guests and travelers, such as themed parties or exhibitions.

You may also work with clients to plan private events hosted at

your venue. Working as an event planner in the hospitality and

tourism industries can be an exciting career path that includes

opportunities for travel.

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Colleges and Universities

Post-secondary institutions have internal event planners on their staff to organize events for past,

present and prospective students, as well as for staff members and donors. You may be asked to

plan homecomings, fundraising galas, campus tours, information sessions, new building openings and

dedications, conferences, student graduations and alumni events.

Nonprofits

As an event planner at a nonprofit organization, you’ll plan fundraising events that help to raise money

and to increase awareness. Nonprofit events include formal galas, clothing and nonperishable food

drives, community runs or walk-a-thons, charity auctions and more.

Corporations and Government Groups

Many large corporations and government groups have internal event planners to manage special

events throughout the year. For example:

• Advertising agencies and public relations companies employ planners who organize marketing

and promotional events for their clients.

• Large companies employ planners to organize client meetings, client events, product launches,

product previews, training sessions, workshops and internal events.

• Unions, trade associations and professional associations employ event planners to manage

meetings, conferences and networking functions.

• Local and national governments hire event planners to oversee job fairs, forums, conferences,

training sessions, orientations and election debates.

• Political parties employ event planners to help with conferences, annual meetings, fundraisers,

“meet and greet” dinners and barbecues.

Note that some job postings for administrative assistants at corporations include event planning

duties. You may consider beginning your career in a role that combines administrative work and

event planning.

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 Service Levels
Event planners typically offer clients a range of service levels. A complete event planning package

covers everything from the initial consultation to the wrap-up of the event. However, a client may prefer

to hire you for a part of the planning process. For example, a bride may decide to plan most of her own

wedding, but hire an event planner to help as an advisor or consultant. The four main service levels you

can offer clients are:

1. CONSULTATION: Offering event planning counsel and advice.

2. PLANNING AND PREPARATION: Arranging venues, vendors, setup, guest lists, etc.

3. DAY-OF-EVENT COORDINATION: Overseeing the event and solving any unexpected problems.

4. COMPLETE SERVICE: Managing the entire planning process including consultation, planning and

preparation and event coordination.

Job Hours and Seasonality

If you work for an event planning company or as an in-house event planner, you will typically have a set

schedule with regular work hours. However, you will have to be available to run events that take place

outside of your work hours. For example, many parties and celebrations take place in the evenings or

on weekends.

If you are a self-employed event planner, you’ll have the freedom to set your own hours, to schedule your

own vacations and to take as many or as few jobs as you wish. However, you can’t rely on coworkers to

help you with your workload or to complete your tasks while you’re on vacation. You must be prepared

to go the extra mile to complete your task list, regardless of how heavy your workload is.

In general, event planning has no off-season. Weddings, parties, galas and special events happen all

year. Your busy months will depend on the types of events you plan. Summer tends to be a busy time

for weddings and festivals, whereas fundraisers, conferences, product launches, birthday parties and

other events happen throughout the year.

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Types of Events
Life is full of occasions that people want to celebrate with special

events. As an event planner, you’ll enjoy an exciting career that

allows you to plan dozens of different types of events. Some

event planners specialize and gain experience in planning a

particular type of event, while other planners prefer to take on a

wide variety of jobs.

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 Private Events
A private event is any event that is hosted by an individual or a couple for their family and friends.

The goal of a private event usually involves celebrating a special occasion or personal milestone and

spending quality time together.

MILESTONE PARTIES

Milestone parties are held to celebrate an important life event, such as:

• A notable birthday

• A retirement

• A wedding anniversary

• A baby shower

• A graduation

Milestone parties usually celebrate one person, a couple or a small group of people. These events

are often highly personalized to reflect the tastes and interests of the people being celebrated. For

instance, you might serve a couple’s favorite cocktail at a fiftieth wedding anniversary.

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EVENT & WEDDING PLANNING VOLUME 1 17
 HOLIDAY PARTIES

Holiday parties celebrate a religious or national holiday. They range from private gatherings to large

corporate functions. For example, a couple could hire you to plan a New Year’s Eve party for their

friends and family. Alternatively, a corporate client could hire you to plan an elaborate Christmas

party for hundreds of employees. Holidays that are typically celebrated with a party or gathering

include Christmas, New Year’s Eve, Halloween, the Fourth of July in the United States, the First of July

in Canada and Australia Day in Australia. When planning a holiday party, be sure to set the scene with

festive decorations and entertainment.

CHILDREN’S BIRTHDAY PARTIES

Parents sometimes hire event planners to organize birthday parties for their children. Parents may

be very busy with work or family duties, or they may simply want the expertise of an experienced

planner to pull together a theme their child will love. You’ll need to plan a party that reflects the child’s

personality and includes age-suitable activities and entertainment. You’ll also need to secure a venue,

send invitations and coordinate food and refreshments.

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RELIGIOUS RITES AND FUNERALS

Religious events are special occasions where clients celebrate or demonstrate their faith. When you

plan a religious event, you’ll need to be respectful of your clients’ beliefs. You’ll also need to have a

thorough understanding of the customs and traditions involved in the event.

Baptisms and Christenings

For Christians, a baptism or christening is the universal rite of initiation into the church. Family and

friends witness the ritual and attend a reception afterwards.

Bar and Bat Mitzvahs

Bar and bat mitzvahs are Jewish ceremonies held in synagogues to admit boys and girls to adulthood.

The ceremonies are often followed by lavish and joyous receptions.

Funerals

A funeral is an opportunity for grieving friends and family to pay tribute to a loved one who has passed

away. Rather than focusing on death, modern funerals aim to celebrate a person’s life and to provide

an opportunity for loved ones to reflect on happy memories. A funeral and/or memorial service is

typically planned on short notice and in accordance with a person’s religious beliefs. If you decide to

plan funerals, you’ll need to be comfortable working in an emotional atmosphere.

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 INDUSTRY AND SPECIAL EVENTS

Industry events are held for members of a particular industry, professional group or charity organization.

They generally do not involve the public. Special events are public affairs such as festivals, sporting

events, public exhibitions and parades. They can be as momentous as the New Year’s Eve celebrations

in Times Square or as small as a community street fair.

Arts Events

Arts events include concerts, art exhibitions and opening nights for musical and theatrical performances.

You may also be asked to plan pre- or post-show receptions with performers and critics. When planning

an arts event, you’ll need to develop a concept that complements and enhances the art being performed

or celebrated.

Award Ceremonies

Famous award ceremonies include grand, televised galas such as the Academy Awards and the

Grammys. However, many smaller-scale award ceremonies are sponsored by corporations and

governments to recognize achievements in bravery, peace, culture, science, heritage, art and

literature. When planning an award ceremony, you must pay special attention to the role of the master

of ceremonies, the delivery of the speeches, the size of the venue, the visibility of the speakers and

the quality of the sound system. You must also acknowledge sponsors without making the event

feel tedious.

Book Signings and Album Promotions

Book signings and album promotions often take place at bookstores or concert venues. Many people

are involved in the planning of a book signing or album promotion, including the artist and members of

his or her team, such as an agent and/or public relations manager. The staff at the book store or concert

venue will also participate in the planning process. As the event planner, you’ll need to coordinate

everyone involved in the event while adding your own creative ideas. Book signings typically include

a short reading by the author and an opportunity for fans to take photos and ask questions. Album

promotions target the music industry and its listeners. Similar to book signings, they typically include a

short performance by the artist and a meet-and-greet with fans.

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Tradeshows Conferences and Symposia

Manufacturers and producers exhibit their Conferences and symposia are large gatherings

products at tradeshows to attract new customers for members of a particular trade, profession,

and to learn about industry trends. Planning organization or charity. Participants typically

a tradeshow is an elaborate task that includes attend lectures, engage in discussions and

identifying marketable shows, attracting make decisions on matters of policy or business.

participants, coordinating accommodations and Conferences often attract attendees from all

setting up an effective layout. A successful trade across the country and last for several

show can be repeated year after year without days. Symposia tend to be smaller and are

major changes in planning and format. Trade usually academic. They are platforms for

shows can be great business opportunities for participants to learn new information and

event planners. to enjoy keynote presentations. Planning a

conference or symposium typically involves

You may also be hired by an individual exhibitor
booking accommodations, overseeing catering,
to plan and run a booth at a trade show. You will
coordinating keynote speeches, setting up
need to have excellent product knowledge to
audio and visual equipment, preparing printed
successfully market and promote the exhibitor’s
materials and planning evening entertainment.
products and services.

Public Exhibitions

A public exhibition displays items of interest such as works of art, new vehicles or home decor. A

public exhibition can also feature a demonstration of a craft or skill, such as martial arts, cultural dance

or kite flying. Community exhibitions can include museum exhibitions and mall events. For example,

you could help to plan an animal exhibition at a natural history museum or a chocolate exhibition at a

local mall.

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 Fairs and Festivals Parades

Fairs and festivals are increasingly popular Parades are held to celebrate a holiday, to create

events that typically take place outdoors during fanfare for a sporting event, to raise awareness

the summer. Examples include music festivals, for a cause or to kick off a larger event. They often

food festivals and county fairs. As an event require months of planning. Key participants

planner, you’ll need to secure a suitable venue, include city officials, police, emergency services,

coordinate vendors, book performers and/or corporations, charities, individual walkers,

rides and create an event schedule. You’ll also military groups, marching bands and performers.

need to establish contingency plans in case of A successful parade is a colorful, lively event with

poor weather or a last-minute cancellation from music, entertainment, comedy, giveaways, food

a vendor or performer. Music festivals in particular vendors and plenty of interaction with the crowd.

tend to attract large crowds. You’ll need to It should start on time and flow smoothly without

book a security team, arrange for public toilets interruption. As the event planner, you’ll need to

and establish a strategic layout that helps to arrange every detail, including security to keep

avoid congestion. spectators safe and street sweepers to clean

the streets after the parade. You’ll also need to

communicate with businesses on the parade

route to ensure they know what to expect on the

day of the event. Parades require permits and

advice from local authorities.

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Activity-Based Fundraisers Reception-Based Fundraisers

Activity-based fundraisers include runs, walk- Reception-based fundraisers are gala events

a-thons, bike-a-thons, contests and auctions. hosted by charities, nonprofit organizations,

Many of these events require participants to pay schools, hospitals and political parties to raise

an entry fee and to find sponsors. For example, money. Tickets are sold in advance and guests

participants may need to raise a minimum enjoy food, refreshments, entertainment and

amount of money to participate in a walk-a-thon door prizes. Often, a silent auction and/or raffle

that supports cancer research. Activity-based sale takes place to raise additional funds. A formal

fundraisers may be huge, elaborate events or portion of the evening includes speeches that

small community affairs. They can help to raise explain the organization’s mission and thank key

millions of dollars and to educate the public players. Planning for these events begins months

about important causes. in advance. To a plan a successful fundraising

event, you must find a way to provide guests

with good value for their money while raising

sufficient money for the sponsoring organization.

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 Sporting Events and Concerts

Events such as the Olympics and sports world

tournaments are planned years in advance

by many event planners, committees and

government groups. Smaller sporting events

such as local tournaments still require plenty of

advance preparation and attention to detail. The

event planner must ensure that all teams have the

schedule and directions to the playing venues,

that the facilities and equipment are in good

shape, that spectators have designated areas to

sit or stand and that travelling teams have proper

accommodations. You must also coordinate

key people including first aid workers, qualified

referees and scorekeepers. Once a tournament is

over, you’ll need to plan a short awards ceremony

to present the winners with trophies. This is often

followed by a gala or reception for all players

who participated in the tournament.

Many large arenas that host sporting events also

host concerts. If you work as an event planner

at an arena, you’ll typically help to coordinate

both sporting events and concerts. Concerts are

effective ways to introduce new musicians, to

market new albums and to generate revenue for

artists and their teams. When planning a concert,

you’ll need to organize crowd control, security,

audio and visual equipment, merchandise stands,

food and drink vendors and dressing rooms for

the performers.

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The Event
Planning Process
Every event is unique, but following a standard event planning process

will help you to reliably plan and execute successful events. In every

planning project you’ll consult with clients and negotiate contracts. You’ll

often act as a project manager by coordinating with vendors and making

sure the project is running according to schedule. Finally, you’ll oversee

the event itself and conduct a follow-up analysis of its success.

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 Consultations
The first step in the event planning process is to consult with your clients. The consultation is an

opportunity to determine your client’s needs and expectations. For example, is your client looking

for a consultant or someone to oversee the entire event? Is she planning a small gathering or an

elaborate public gala? During the consultation you’ll ask lots of questions and listen intently to your

client’s answers. Take notes so you remember exactly what your client envisions for the event. Consider

preparing an event questionnaire that your client can fill out during the consultation. Your goal is to

develop a sense of your client’s planning needs for the event and to begin developing an event concept.

The consultation is also an opportunity to ensure your client has reasonable expectations. For example,

does she expect you to plan a lavish wedding in under a month and for five thousand dollars or

pounds? Be sure to manage your client’s expectations during the consultation before proceeding any

further in the event planning process. This avoids disappointment, frustration and stress later in the

planning process.

Contracts
After the consultation, you and your client will decide whether or not to work together. If you decide

to work together, you’ll need to prepare a legally binding contract. A contract protects both you and

your client by ensuring that you receive compensation for your work and that your client receives the

services she pays for. The contract should outline the scope of the project, the tasks you’ll perform and

the compensation you’ll receive. Be sure that you and your client sign the contract before proceeding

with any work.

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Concepts and Budgets
Next, you’ll build an event concept. This is an overarching theme that helps guide your event planning

decisions, from the venue to the decorations to the menu. Work with your client to determine an event

concept that considers the purpose of the event, the ideal atmosphere and the guest list.

You’ll also need to help your client establish a reasonable budget. The event budget defines spending

parameters. Events often cost more than anticipated, so you’ll need to determine how much your client

is hoping to spend as well as the absolute maximum amount she is willing to spend. Communicate

frequently with your client throughout the event planning process to keep her updated on costs. Most

planners create budgets with a 10% to 15% “contingency” factored into the cost. The contingency is a

small reserve fund that allows you to cover unexpected changes or challenges.

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 Project Planning and Management
The planning stage is when you turn an event concept into a reality. To do so, you’ll need to break the

event into a series of task lists and timelines. You should keep track of every task to be completed,

including who will complete each task and when it must be completed. Your most important planning

tasks will include:

• BOOKING AN EVENT VENUE. You’ll need to find a space that accommodates the guests and that

supports any event activities. You should also consider cooking facilities, washrooms, parking for

guests, etc.

• MANAGING VENDORS. You’ll need to find reliable vendors, make sure decisions are made on

time, keep everyone on track and resolve any problems as they arise.

• COORDINATING GUEST INVITATIONS AND MANAGING THE RSVP LIST. This may include

marketing and promoting the event to its target audience, as well as selling tickets, monitoring

registration, etc.

• ARRANGING TRAVEL AND ACCOMMODATION FOR OUT-OF-TOWN ATTENDEES. Where will

guests, speakers and performers stay? How will they travel between airports, train stations, hotels

and the event venue?

• NEGOTIATING DEALS AND DISCOUNTS. Some vendors will offer deals or discounts if you order

from them in bulk, or if you bundle together several services. Vendors may also donate their services

to a fundraising event for a charity.

The Day of the Event

All your hard work comes together on the day of the event. You’ll be onsite to assist with setup and

teardown, to coordinate guests and vendors and to ensure that everything runs smoothly from start

to finish. You’ll also handle any unexpected problems that arise so your client can relax and enjoy

her event.

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Follow-Up
Event follow-up is a great opportunity to assess your work and to improve your services. For example,

you can note which venues and vendors you want to continue working with and which didn’t meet

your expectations. You can also ask for feedback from clients or attendees to determine what they

liked and disliked about the event. Did your client feel you successfully brought her vision to life?

Did the attendees enjoy the food? Asking for feedback is essential for continuous improvement as an

event planner.

In some cases you may be asked to perform a formal post-event assessment. This assessment will

analyze how successful the event was based on factors such as profit, number of attendees, media

coverage, positive feedback from attendees, and so on. You’ll compare your assessment to your client’s

initial goals for the event to determine how successful it was.

EVENT & WEDDING PLANNING VOLUME 1 29

 Event planning is a creative, exciting and rewarding career with a huge market of

potential clients. You now have an understanding of the event planning industry,

including the jobs you’ll be able to pursue, the events you’ll plan and the process

you’ll follow to execute memorable events for your clients.

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