Producing a successful event involves creating a sensory experience utilizing targeted elements to capture the hearts and imaginations of guests. The challenge event professionals face in these changing economic times is their ability to create memorable events within a restricted budget while meeting the goals of their client.
Knowing your budget upfront is key. This is a crucial part of managing your client’s expectations. Your goal, aside from event statistics, is to find out your client’s priorities so that you can develop a point of focus. Defining his or her point of view upfront will allow you to distribute the budget successfully in all of your targeted event elements, from hospitality to entertainment.
The first step is venue selection. It’s important to match the size of your venue with your guest count. If a venue is too large, you may pay unnecessary fees in lighting, audio and art direction. It’s also smart to find a venue that is compatible with the theme of your event. This can save on decor dollars.
Knowing research-associated production costs up front will help you determine if the site is within your budget. These are fees outside of the basic facility fee, such as parking, shuttles, union labor, security and other services. If your event is during the week, rather than the weekend, or during hours that are not considered “peak” hours for the venue, don’t be afraid to negotiate a lower facility fee or day rate. Many venues carry added benefits that can really help you stretch your dollars.
It’s worthwhile to spend time with the site representative to ask if the facility carries its own tables, chairs, linens, food and beverage serviceware, and staging or audiovisual equipment for speaker support.
If food is your focus, serve it with style! The current trend is small, multiple food stations offering ethnically diverse selections simply made with fresh ingredients. Allow guests to personalize their meals with interesting condiments and toppings.
The perfect showcase for a Mediterranean buffet might include Moroccan chicken b’steeya wrapped in phyllo and dusted with cinnamon sugar and raisins soaked in sherry, lamb loin satays served on rosemary skewers served in soft pita with mint and pear chutney, and grilled vegetable kebobs offered with baba ghanoush and tzatziki sauces. Also popular is comfort food, vintage or bistro in style. Mini Kobe beef sliders served on brioche buns with sharp cheddar and grilled onions, individual cups of mac and cheese baked with a panko crust and a chopped bistro Cobb salad will satisfy any palate.
Currently, hip hors d’oeuvre buffets feature only one item as a novelty. Try serving perfectly cooked French fries rolled in fresh rosemary and dusted with kosher salt served in paper cones with a collection of interesting sauces—all you need is a martini for instant gratification. Desserts should be small and can be tray-passed. A double chocolate shake served in a tall, skinny shot glass with a silver dollar cookie resting on the rim works every time.
Limiting the hours of food and beverage service on your event can save you money without impeding on the quality or service of your show. A four-hour cocktail reception can be reduced to three hours, while a two-hour lunch can easily be completed in an hour-and-a-half. One hour is enough time for an early morning breakfast. Developing a detailed production schedule will help to keep all services on track and offer rewards in alcohol, rental and labor savings.
Look for ways to incorporate functional art direction. Ambient lighting with gobos and color washes can become an art direction element, creating energy and setting the mood for your event. Highlight the architecture of your venue by selecting a color palette that works with your theme.
Non-traditional guest seating can also become functional art direction. Couches, daybeds, ottomans and club chairs are the current standard. Detail your lounge with textured pillows and accent tables. Save money by eliminating florals; instead, invest in colorful votive candles arranged in 4-x-4-inch squares to create “color pops” for coffee tables.
For entertainment on a budget, check out local universities, churches and private schools to find up-and-coming musicians, singers and dancers. Generally, with a reasonable donation and transportation, you can hire a wonderful addition to your program, from a marching band to a hip-hop dance crew, with money left over for your favorite DJ.
Yes, it’s possible to create memorable events on a budget. All you need is good communication, a targeted focus and a little creativity for traditional entertaining.
