Incentive - December 2007 - (Page 28)

To p 1 0 Wa y s to Ad d va l u e to y o u r E ve n t By Vince Steffan PRIMER Sma r t Va l u e fo r You r Event • Who is my audience? • What’s in? What’s out? • Does the venue offer something more? • What will have the most impact? • Is this the best use of my budget? O ver the last 21-plus years in the destination management business, I have been fortunate to plan and coordinate some outstanding events for major corporations and associations. The profile of the guests may be different, the menus vary and the entertainment has never been exactly the same twice. Yet each and every client had two goals in mind when they approached me. All want their event to portray their organization in a certain light, and they all want good value. Sometimes value meant staying within certain budget parameters, while for others the goal was more to amaze and thrill than the bottom line. Value meant looking at the impact of each element and deciding if it was going to enhance the evening. Many corporations have drilled terms such as ROI into their meeting planners’ heads. Making an impact is usually top of mind, and quite often, something rather simple can speak boldly. Fireworks, for example, can be the focal point, but if a huge amount of money goes into that aspect, you have to ask yourself if you need another act. The same can be true of entertainment. If a big name is already going to be in your host city, consider hiring them, as opposed to someone who has to be flown halfway across the country. Not that cheapest is always best. A bluegrass singer may not work best at a black-tie dinner that emphasizes dancing. While it can be fun to have all the money in the world to spend on items like décor, I find fulfillment in getting creative and looking at what is needed and what is not. Another ficus tree? Unless the room is too Incentive ILLUSTRATION BY KATHARINE SANDALLS is the owner and President of Steffan Group, the New Yorkbased destination management and special events company based in New York City. With over 21 years of experience as a DMC executive, Vince has worked with a wide array of corporate and incentive clients on programs ranging from one-night events to full-service programs including events, tours, transfers, etc. spanning several days. large for the number of attendees, skip it. It will not be top of mind. I also like to look at what a venue includes in their per-person price. For example, if votives are included, don’t pay a designer to bring others in, unless you need special colors for your theme. If you have hideous chairs, what will create the feeling you want at the best price? Vince Steffan Is the answer chair covers or rental chairs? You have choices, and that can be a lot of fun. If decisions like this make your eyes glaze over, make sure the event planning company or DMC you hire is strong in that area. Ask to see photos of other events they have worked on to get an idea. I am always surprised by the many different areas where money can be saved. One venue we like charges a rental fee, but includes such extensive audiovisual equipment that the rental cost is small compared to what it would cost to bring all of that equipment in. Some places include floor length linens, while some of the fanciest hotels will only include a meager square tablecloth on a round table. One client was recently about to rent $25,000 worth of tablecloths because they had been somewhere with table legs showing, but luckily the new venue had appropriate linens without an extra charge, which made for one very happy planner! These are things that I notice and feel that a client will just be able to say the room looks finished when it is done right. I have saved the client money with rentals, knowing when the upgraded silver or china would simply not make that big of an impact considering the price. Some clients may want to have a little gift on the table for each guest. We have incorporated the wrapped gifts to be an integral part of the table centerpieces, and are thus able to take some money from the décor budget to 28 | | December 2007 | incentivemag.com http://incentivemag.com

Table of Contents for the Digital Edition of Incentive - December 2007

Incentive - December 2007
Contents
Editor’s Note: Revved Up
In the News
Cover Story: Rolls-Royce Empowers Its Own
Case Study: Booz Allen Hamilton
Beating Your Best
Incentive Primer: Add Value to Your Event
Keeping Safety In Mind
Incentive Interview
Potentials Here and Now
Research: Corporate Gifts Facts Report
Tabletop
Awards: Travel Gift Cards
Travel News
Viva Puerto Vallarta
Indigenous Spas
Advertiser Index
Off the Cuff: Ambassador Christoph Bubb
Luxury Brands Special Supplement

Incentive - December 2007