TIME TO PLAN

BY LINDA FEAGLER

Great meetings and special events don’t happen by chance. It takes planning, preparation and a talent for making them proceed without a hitch.

Here, experts share sage advice for success.

Colleen Horan, general manager of Woodside Event Center, takes pride in ensuring guests make memories they’ll treasure.

“We host events here almost every day,” Horan says. “They range from 50-person corporate meetings to weddings for 400 guests.”

No matter the size or occasion, Horan and her staff make it a point to offer peace of mind to all who enter the Broadview Heights venue.

“We’re a sensitive bunch who serve as part counselor, part life coach and part therapist to our customers,” she says.

“Event planning can be very stressful. We guide them every step of the way.”

That may mean tweaking the menu offered by Catering By Verba’s, located onsite, to include a special dish or being honest about your ideal gathering space.

“It’s important to remain flexible and make sure our customers know their ideas are being heard and valued,” Horan says. “For example, if a CEO suggests having a coffee break for 150 employees in a space that holds only 30, we discuss the problems that may result, and gently suggest a larger space here that will be more comfortable.”

“We’re very sensitive to the fact that when our customers hold an event here, they’re investing their time and money with us,” she adds. “We’re dedicated to establishing a trusting relationship that will continue for years to come.”

Gregg Mervis, president and CEO of Akron/Summit Convention & Visitors Bureau, and his team are no strangers to simultaneously handling or helping with itineraries and logistics for a variety of events. They’ve ranged from a PBS “Antiques Roadshow” episode filmed on the grounds of Stan Hywet Hall & Gardens to an Ohio High School Athletic Association Girls Softball Tournament at Firestone Stadium as well as the State Baseball Championship at Canal Park.

“When it comes to keeping track of multiple events, a spreadsheet is one of the [most important tools],” says Mervis, whose organization encompasses 31 municipalities in Summit County, along with neighboring and regional communities.

And, he adds, formulating contingency plans is a must, especially when it comes to relying on weather and IT.

“If you’re not prepared, rain can throw a golf outing or outdoor reception into a tailspin,” Mervis says. “And if the technology doesn’t work, it can certainly throw a kink into any program. It’s always wise to have an expert technician nearby and, if all else fails, have printed copies of your presentation on hand.”

It’s tempting to take a well-deserved break once the event is over. But before kicking back, make it a priority to promptly follow up with attendees via email or social media to demonstrate — and share — your success.

Anne Thompson, manager of group sales and private events at the Cleveland Museum of Natural History, attests to the importance of sending a post-event survey. It’s a must for the museum’s staff, who host more than 150 events a year spanning the gamut from corporate and public events to weddings, bar mitzvahs and social celebrations.

“It’s super important to express your gratitude to your sponsors, your volunteers and your attendees to make sure they know you appreciate their participation and support,” she says.

How to Gain Sponsors

Horan understands the challenges of fundraising and finding corporate sponsors. A former event planner, she recommends beginning the process as early as possible.

“Whether it’s a monetary donation or items for auction, many organizations require written requests for procuring

Remember To

Negotiate: Don’t hesitate to ask vendors if there’s room for negotiation. (When you determine your budget before meeting with a vendor, be sure to leave enough room in it for unforeseen costs that may crop up.)

support,” she says. “Since the process can be a lengthy one, it’s important for those planning the event to make that connection a priority.”

To Mervis, preparing a list of potential sponsors for upcoming events encompasses much more than dollar signs.

“Partnerships can also be built by utilizing the assets of one organization to benefit the assets of another,” he says. “Everyone looking to sponsor an event is looking for something different.”

One company might have a larger bandwidth of social media assets they can offer to drive attendance. Another might have talent they can lend — a pop culture celebrity who agrees to be the keynote speaker or a business icon who can give the welcoming address.

“Those are resources,” Mervis adds, “that you just can’t put a dollar amount on because often they can do more than a check can.”

How to Drive Attendance

When it’s time for him to spread the word about an upcoming event, Mervis, makes it a point to do so in ways guaranteed to attract the demographic he wants to reach.

“It’s key in today’s market to be very intentional about who you’re marketing to and who you want your guests to be,” Mervis says. “A boomer certainly receives information differently than a Gen Z does, and a millennial certainly receives information differently than a Gen X.”

He adds that generating excitement about the event with descriptions, words and images will also attract sought-after attention.

Create a Shared Document: In order to keep everyone on the same page, create a central manual or document detailing all facets of the event — including vendor contracts, attendee information and the floor plan. With a shared document, everyone on your team can refer back to it if they’re unsure and can spot if something is out of place.

Do a Run Through: If possible, about two weeks before the event, rehearse the entire event process. Organize a meeting with your team and mentally walk through all aspects, from initial set up to the follow-up process. It will give everyone involved the opportunity to anticipate and solve complications that may occur, and time to correct them. Repeat the process several days before the event.

Photograph Everything and Post It: Posting positive images is an excellent way to share your success. Be sure to include a variety of shots to ensure you cover all phases of the event — from a full house to event branding to participants enjoying themselves.

“In driving attendance, you also want people to be energized before heading to your event,” Mervis says. “I recommend teasing them with facts: What kind of event is it going to be — one that sizzles or one with a lower-key educational focus? The interest in locally sourced food and wine is also a popular attendance driver these days.”

Mervis avidly advises having someone who’s savvy with social media create eye-catching content and images.

“They go a long way toward getting people to click on the enter, attend or purchase button,” he says.

On any given day, there could be a multitude of events simultaneously taking place throughout the 18 reservations in Cuyahoga County and Hinckley Township comprising Cleveland Metroparks.

“We might be holding our own program or hosting guests and clients for a corporate meeting or after-hours event at one of our clubhouses or golf courses,” says Kelly Manderfield, Cleveland Metroparks chief marketing officer. “Many personal gatherings — from weddings at Stillwater Place to family reunions and birthday parties in our various shelters — might also be going on. We truly have a venue and an experience for every occasion.”

To ensure success, Manderfield and her team have honed in on the importance of conducting research that’s guest-focused.

“It’s important to know your audiences and what resonates with them,” she says. “When we’re preparing to launch a new event or make changes in an existing one, we often ask our guests what they’d like to see and measure their interest level — including how much they’d be willing to pay for admission and the amenities they’d like to experience.”

One of the Metroparks’ most effective ways of reaching target audiences is the Community Pulse Panel featured on the organization’s website. To date, more than 3,000 members have joined the platform and are invited to anonymously share their thoughts about programs they’ve attended or would like to see.

“We issue several surveys a month asking for ways to re-innovate or enhance our experiences,” Manderfield says. “Within a day, we get hundreds of responses. We love the ongoing feedback, and it’s proved to be so valuable to our success.”