Events are a key part of most arts organisations' programmes, from launch parties to week-long festivals and everything in between; and whilst the event scale or content may vary, the principles of good event management remain the same. Diane Hutchison reveals the secret of running a successful event.
The first question to ask when planning an arts event is: do the dates fit? Is there enough lead-in time for the event to be produced in such a way that it achieves all you intend. Dates are crucial; what might the event clash with and what other projects are you working on? Don?t just think about your own event, what else is happening in the local community and the wider area at the same time, will you be targeting the same audience? Can you get the venue that you want? Once the date and venue are set, the two most essential ingredients are personnel and communication.
Teamwork
The team you put together to deliver an event can be the key to its success. Where possible, work with people who you know can deliver, either because they have worked with you before or someone you know has worked successfully with them. Remember, there are seldom dress rehearsals for running an event. If in doubt, bring in a specialist. When Oyster Arts manages an outdoor event we bring in a Health and Safety specialist to liaise with the different groups and local authority departments. Equally, when managing events with an international clientele, linguists with a sense of humour can make all the difference.
Division of labour is the next step - everyone in the team has an area of responsibility and a timeline within which to deliver. Tasks can be as varied as sorting out appropriate licences for the venue or organising hair and make-up for a star guest. As a manager you should be open and amenable to ideas and suggestions. Don't be rigid in your thinking - remember working in the arts is a creative process!
Communication
Events management can be a pressured environment so it is really important that the people get on and communicate with each other. The lines of communication need to be clearly established and understood. As the event manager you need to know what is within your control. Who is responsible for making decisions: if it's not you, then who is it and how quickly can they make a decision? Ideally, as much responsibility as possible should be delegated to the event planner. With a trusted team and clear communication this should be straightforward to achieve.
Depending on the event you are organising, there can be a wide range of people to communicate with. For a major festival these include steering groups, local authorities, sponsors, media partners, suppliers, venues and your own team. And that's before considering the creative content. Regular meetings and updates are essential but make sure you establish the best contact method and timescale for doing so. Email is all well and good but if your event takes you away from your desk then a phone call can be more useful.
Write things down. Keep records of phone calls and meetings making sure it is agreed who is dealing with what and when, then share the information with the people who need to know. Remember, for each of the different groups involved there is likely to be a different success factor which the event will be measured on. Find this out at the start of the project and not at the end. What are people?s expectations, are they deliverable and if so, how can details be introduced to help the event surpass them?
Marketing and promotion is essential: it?s no use having an event if the people don?t show! Again, be prepared to work closely with different personnel. Marketing an event effectively needs co-operation, as event managers will need to collaborate with marketing experts and, once again clarity of expectations is vital. Event managers need to facilitate any PR requests and ensure the client gets the most from their event, even prior to kick off. It is in everyone?s best interest to help create a buzz.
On the day
The aim is to have a seamless, well delivered and successful event and, for an event planner and manager, the key to this is invisibility, but with your eye on the ball. You must continue to support the event regardless of whether you have a direct role at this point. It is the organiser?s responsibility to know exactly what is going on and you should always be prepared to go the extra mile. For instance, if you are running a festival with a number of events within it, then every one should have the same support and attention to detail. Whether it is a micro-event with an audience capacity of 10 people or an outdoor event with a capacity of 10,000, you must care equally about the individual success. Don?t forget your kit box! Continually asking to borrow items of stationery from a venue does not inspire confidence: be prepared by bringing the basics - stapler, marker pens, scissors, paper... and never under estimate the value of a laminator for making signage and passes. If you are producing an outdoor event, then your Technical Manager will probably have a kit van!
And if something goes wrong? The golden rule is to stay calm; there is never any excuse for raised voices. A lost temper can often be remembered longer than a problem. Be open and honest, if you have been doing this from the start then the individuals and organisations involved will understand. Use your trusted team to find solutions. If you have been flexible with all the people concerned and their needs, then the chances are that they will be flexible with yours. This is only good manners.
After the event, evaluation can really help cement success. Simply clarifying what could have been done differently to achieve a better result can make all the difference. A date for a debrief should be in the diary even before you deliver the event. Everyone should be prepared to take responsibility for their actions and decisions, but again flexibility applies here too. An organiser can plan so much on paper and whether it's tried and tested or not, everyone must be prepared for what we refer to as 'the human element'. Once you start to mix the public with the performers and the professionals, there will always be room for surprises.
And finally...
Remember, successful event management comes down to flexibility, communication and attention to detail. Enjoy it. Every event deserves the best you can give and if you enjoy it, this will come naturally.
Diane Hutchison is Director of Oyster Arts Management.
t: 0141 334 3444;
e: diane@oysterarts.co.uk