You’d be wrong in thinking event production meant planning weddings and birthdays, or building physical stages in a venue and thinking about the sound equipment to go with them, because it’s not.
Event production is about more than just event planning.
When people talk about professional event production, they mean the process of an event manager bringing together every minute or major element required to deliver a spectacular, memorable event on time and to budget from start to finish. Whether it’s a high-profile awards ceremony or an intimate party, pulling together a production that oozes creativity yet embraces best practice project management techniques and highlights key touch points is no mean feat.
Managing budgets, having knowledge of the various components required to deliver the best possible outcome, and being experienced in dealing with unlimited suppliers, material and possible directions the project can take is essential to producing the best result on the day. With this in mind, here is a list of 7 things you need to know about the art of producing a fantastic event.
1. It’s about turning ATTENDANCE into an EXPERIENCE.
From the moment a guest is engaged with the invitation, an event production expectation is created of how the experience will be. The guest arrives at the venue and, as they approach, they’re met by movement and smiles. By engaging them through the senses, the guest is caught in the moment of the occasion and a lasting memory is created.
2. It’s about using technical and creative elements to create atmosphere.
Every element must add to the overall atmosphere – from the lighting rig with the array of different lighting fixtures to the stage set and how this engages the audience for the duration of the event. Everything matters and combines to bring the feel of an event directly to the guests’ tables.
3. It’s about controlling mood and emotion.
Controlling the mood and emotion of an event can be achieved by adjusting sound, lighting and the performance at different levels throughout the duration of the event.
4. It’s about making the crowd feel something.
Any decent event production company will ensure that the audience feels connected to the moment, which in turn connects that memory when they think back and “remember” the brand.
5. It’s about theatre.
Event production is about bringing the theatre into an event to heighten the senses of the audience and create a theatrical ambiance.
6. It’s about substance.
To produce a memorable event, the production must give substance to the party, concert or dinner through effective use of the environment and décor, as opposed to leaving it as an empty shell – everything from a printed banner to the rotating stage will give the production great substance.
7. It’s about measurability.
A successful event is one in which the audience leaves the event with more knowledge of the “host” than before and which can be measured by their loyalty and ongoing commitment.