When throwing an event at TMF, there are two difference processes to consider:
If the event is being requested by a third-party event partner, follow the event process explained across slides 4 – 15. This process includes:
1. Event Intake Form
2. High-level Event Overview for Approval
3. Partner Event Requirements
4. Partner Call for Detail Checklist
5. Event Planning/ Next Steps
• Week of Event Checklist/ On-site Team Huddle
• Day of Event Checklist
• Post Event Checklist
If the event is being hosted by TMF solely without an event partner, skip to slide 15 and follow the event process explained across slides 14 - 27. This process includes:
1. Event Overview/Approval Process
2. Event Strategy
3. Event Strategy Toolkit
4. Event Planning/ Next Steps
5. Week of Event Checklist/ On-site Team Huddle
6. Day of Event Checklist
7. Post Event Checklist
Before committing and entering the event planning process, we need to vet all event inquiries. Further, we need to ensure they are brand aligned with the 2023 Marketing strategy/ Programming Pillars HERE
Password: TMFMarketing2023
The following steps are TMF’s new best practice for vetting and approving an event.
1. Have all parties/ event organizers inquiring about an event fill out an inquiry form. Then, evaluate if the event checks the below boxes:
• Is the event brand aligned, per strategy?
• Does the event fit the 2023 strategic goals for the property?
• Does the event add value via ROI metrics such as increased traffic, increased spending on property, increased reach or elevated brand equity through social drivers, etc.?
• Do we have the budget and time available to allocate towards this event in order to uplift it to the new standard? Do we have any conflicts with the event?
2. If yes to all of the above, create a high-level overview and send to the Commercial Marketing team for evaluation and approval
3. If approved by on-site and CM team, then send partner event requirements to vendor
4. Once 3 is agreed upon by event organizer, set a meeting with applicable internal parties to run through the event outline and discuss additional details
5. Begin planning process
Send the below link directly to event organizer’s inquiry email – let them know we will be back to them in minimum 5 business days.
FOR SEND AND COMPLETION: this inquiry form.
After you get the inquiry form back, please evaluate if the event checks the below boxes based on the answers:
• Is the event brand aligned, per 2023 Marketing strategy?
• Does the event fit the 2023 strategic goals, programming pillars for the property?
• Does the event add value via ROI metrics such as increased traffic, increased spending on property, increased reach or elevated brand equity through social drivers, etc.?
• Do we have the budget and time available to allocate towards this event in order to uplift it to the new standard? Do we have any conflicts with the event?
Every following Thursday, come to the Marketing weekly with event outlines you created from any relevant requests
Login details: https://www.surveymonkey.com/user/sign-in/
• anneliese.reid@brookfieldpropertiesdevelopment.com
• Annelir1!
Identify which programming pillars we are hitting and populate in top right corner
Example Event Name: Dallas Cowboys Viewing Experience ; Event Time: 5:00pm - 10:00pm; Date(s): June – August 2 Fridays a month
Concept: Utilize TLP as the host site for viewing parties for notable Texas football games and activation before and after the viewing.
TMF owned elements you’ll offer
• Branded lawn games
• Pop-up carts for usage (tenants first right of refusal)
• Main bar activated
• Stage, sound equipment, etc.
• Operations team for setup/ breakdown
Tenant partnership opportunities, your take
• Primary: Identify a primary tenant to align with the concept
• All for rotating cart participation
Cost to Toyota Music Factory (actual budget you promised prior + time)
• Digital advertising/ social media
• Setup of carts
• Time for tenant connection and staffing of carts
Revenue generators you’ve identified
• Third party paying $XXX to book the space for the day
• Plaza bar for all drinks // alcoholic + non alcoholic
• Ticket element if applicable
Special requests from third party you are anticipating: IE Foam example from AKON
If a partner or external party has been approved to host an event on site by Commercial Marketing, ensure they are aware of the following requirements and send via email:
• A copy of the TLP rental agreement template, with below populated (for reference HERE Password: TMFMarketing2023)
• Carrying COI in the amount of $XXX
• Paying site rental fee in the amount of $XXXX
• Event partner is responsible for obtaining any necessary permits or licenses
• Tier out numbers – HERE (same password as above)’
• Disclose City of Irving Admissions tax. Irving has a 10% admissions tax for ticketed events. Third party must report numbers to us after the event and they will need to pay the 10% admissions tax.
• Ensure TMF logo and website link are present in any pre-event promotional materials (newsletters, press releases, social/digital ads)
• All event promotional collateral must be approved by TMF team prior to external release at minimum 14 days prior to event
• TMF tenants have first right of refusal for food and beverage catering optionality; once all applicable have declined then a third party may be approached
• Ensure TMF is tagged in all posts and as the location on all social media feed posts and stories
• Agree to share any digital assets of the event to TMF team for future use to promote the center
• Run of show, on-site contact list, vendor contact list and shot list must be delivered to TMF team minimum 5 days prior to the event date
• Access and usage of any professional photography and/or videography contracted for the event must be shared with TMF for use
• Preferred partners must be used for the following vendors:
• Janitorial
• Security
• Other
Once the event is approved for next steps, you’ll schedule a meeting with the third party to dig deeper and gather all details/ vendor listings.
Vendor list from third-party
• Staffing (servers/ bartenders)
• Janitorial
• Security
• Photographer/ Videographer
• On-site event lead
• AV sound lead
• Engineers (when applicable)
• List additional here
Advertising buy from third-party
• List here, along with impressions associated
Digital platform stats from third-party
• Website listing
• Newsletter/ eblast
• Social media plan/ posts
Questions to ask on first detail meeting (continued):
PR
• Firm
• Media alert/ press release
Additional event partners involved in the planning
• List here
• Sponsors
• Charity Organizations
• City Organizations
• Talent/Labels
• Other
Do you have any questions about the TMF event requirements? Do you agree to follow them?
Will this be a private, ticketed, or public event?
Are there any other relevant details we should know about this event?
Once the event is approved and details are populated, agreed upon, begin the following in order to prep for a successful event:
1. Set a meeting cadence with third party to ensure alignment throughout the planning process
2. Finalize contract/location agreement in place between TMF and the third party vendor; save on Egnyte drive
3. Ensure all necessary TMF parties are aware of event details from the highlevel event outline to prepare – send event outline to:
• Social team, PR team, ops team
• Ensure the tenants are aware of any opportunities to get involved, as well
4. Begin sourcing any necessary vendors or hiring necessary staff not handled by event organizer and agreed upon
During the week prior to the event, ensure the following items are completed (per the agreement)
• Run of show is provided to you by event organizer (HERE; same password) Review event deck, run of show, and shot list to ensure all is brand aligned and approved per best practices
• Ensure all permits have been attained
• Promote event on TMF socials, website + newsletter where applicable
• Send event reminder to invitees or ticket holders
• Circulate uber code or link (where/when applicable)
• Ensure all tenants + applicable on-site staff are aware of the event details, have seen run of show and event map
• Ensure the necessary staff has been hired (janitorial, security, trash pick up, etc.)
• Ensure all event collateral (signage, napkins, branded elements, etc.) are on site or have been coordinated with a printer
• Confirm property clean up + prep is arranged with applicable parties
• Proof and agree upon photography/ videography shot list
• Schedule onsite meeting with operations staff to review all of these materials week of or day before event
On event day, ensure the following items are completed (per the agreement):
• Make sure the event site has been cleaned, furniture is presentable, TMF items (TMF carts, a-frames for wayfinding, menus for carts/tables, neon signs, branded games) are installed
• Ensure run of show timeline has been circulated to all applicable parties and is on track
• Meet all applicable vendors to ensure they have all necessary items and know where to set up
• Send ‘looking forward to seeing you tonight’ reminder with all relevant info, links, directions via socials, newsletter, SMS where applicable
• Monitor third party set up and event flow as needed throughout the day/night until event wrap
Once the event is over, there are still a few things to do before checking this event off the list. See below for our best practice model of post event tasks:
1. Gather event metrics from TMF vendors, tenants, consultants for the event recap report
• These include, but are not limited to: social media analytics, newsletter analytics, press release/media numbers, event day foot traffic/event attendees, feedback + quotes, sales numbers
2. Reach out to third party and request photos and videos from the event
3. Ask third party for feedback + quotes on the event experience, as well as, any sales or digital metrics they are comfortable sharing for the recap report
4. Create recap report to showcase event success
• Third party event recap report example here (P: TMFrecapex1)
• Example recap report #2 here (P: TMFrecapex2)
5. Send finished recap report to Anneliese for approval
6. When approved, circulate recap report to all applicable internal parties to celebrate the event success
1. When considering an event to host on property, ensure to consider the following high-level attributes before deciding to move forward with consideration. Reference Marketing Strategy always…
• Is the event brand aligned?
• Does the event fit the 2023 strategic goals for the property?
• Does the event add value via ROI metrics such as increased traffic, increased spending on property, increased reach or elevated brand equity through social drivers, etc.?
• Do we have the budget and time available to allocate towards this event in order to uplift it to the new standard?
2. If the above apply to the specific event in question, create an overview of the high-level details for the event + event goals.
• Example on following slide.
3. This high- level event overview should be sent to the Commercial Marketing team with a meeting invite to go over the details + strategy for approval before proceeding with anything else.
Time of day: Dusk // Evening
Date Options: June – August 2 Fridays a month
Concept
Identify which programming pillars we are hitting and populate in top right corner
• Live music: Red Dirt Texas Country concert series free admission. Touring Texas county acts. (Chad Cooke Band, Gary Kyle, Casey Daniels, Ragland, Bra Bagwell, etc). Will work to Target bands are currently on the Texas Country Music Chart top 100)
• Additional live music as booked
• Branded lawn games
• Pop-up carts for food // Tenant usage and snacks
• Main bar activated
Tenant partnership
• Primary: Mama Tried (booking+ main bar) twice
• All for rotating cart participation
Cost range // $35,000 for booker (2 shows per month); $500 per there after
• Bands, Overdrive Entertainment booking agent for bands
• Setup of carts
• Time for tenant connection and staffing of carts
• Purchase of TMF branded lawn chairs + blankets
Revenue generators
• TMF branded gear for rent // lawn chairs, blankets, earplugs, koozies, yeti’s
• Plaza bar for all drinks // alcoholic + non alcoholic
1. Once the event is approved for move forward, begin creating your event strategy. This should include the following pieces when applicable:
• Event goals
• ROI highlights
• Vendors/Staffing list
• Installation + Rental strategy
• Run of show
• Photography/Videography shot list
• Social/digital promotion strategy
• Advertising strategy
• Event budget
• Event map
• Guest list (if applicable)
• Tenant inclusion plan
• Swag ideas (if applicable)
• Catering plan
Example of event strategy here (P: TMFeventstrat1)
2. See slides 18-23 for examples of individual event strategy pieces.
3. Once your event strategy is complete, set a meeting to run through it with Anneliese, Tom, and any other applicable team members.
In order to showcase the purpose and positives of an upcoming event. Be sure to highlight any ROI that will be the result of this event to justify the time and spend. Examples include but are not limited to:
• Revenue generation from any aspect of the event
• Increase foot traffic/visitor spend to the center and/or tenants
• Note worthy guests/attendees
• Increased reach on social media due to social campaigns or event promotion
• Increased visibility to broader local audience through advertising or strategic event partners
In order to run a successful event on site at Toyota Music Factory, you’ll need to consider the following vendors for most events. (# needed pending case by case basis)
• Janitorial
• Security
• Check-in staff
• Photographer
• Videographer (pending event scale)
• Servers/bartenders (utilize tenants when possible)
• Caterer (utilize tenants when possible)
• Event lead
• AV/Technical Necessities
• Tenant inclusion/partnership components
• Engineers (when applicable)
• Florist
• Set up + break down crew
• Rental company
Be sure to include who you’d like to use for each of these vendors, as well as, contact information and estimated budget for each in your strategy
Installation needs
To elevate the event + provide a true TMF experience, ensure to incorporate the following pieces where applicable.
• TMF carts
• Branded a-frames for wayfinding
• Branded menus for carts/tables
• Neon signs (create + imagine + gift when applies)
• Branded games
Rental needs
Depending on the scale of the event, you may need to buy or rent certain items for an event. Consider the following possibilities:
• Additional seating
• Additional tables/high boys
• Frames, A frames, Easels
• Podium
• Sound equipment and/or video equipment
Shoot start time: 5:00pm
Shoot Location: Texas Lottery Plaza
Shot List
• Event set up details (no guests) – bar, menus, branded games, lawn, check in booth, entertainment, catering set up, directional signage
• Check in station with staff
• Guests arriving
• Guests interacting with branded elements (bar, games, lawn seating, check in)
• Guests enjoying themselves, smiling, laughing
• Guests trying on gifting/swag items
• Aerial shots of event when applicable
• Influencers/notable names on site
• Guests eating catering items
• Guests drinking, cheersing
• Bartender action shots, making drinks, handing drink to guest
• Entertainers performing
• Guests using photo moments (ensure to get photos of guests taking photos of each other w the installations)
• + more where applicable
Templates found here
Event budget templates
Password: TMFMarketing2023
https://brookfieldpropertiesdevelopment.egnyte.com/fl/64sNmurWcs
The more involved the tenants are with your event, the more successful it’ll be. You all have the same goal so ensure to capitalize on that by following our best practices for tenant event inclusion.
1. Host a tenant meeting prior to any large-scale event to ensure they are all aware not only of the high-level details, but also of how to get involved. Include the following:
• Include any tenant perks (i.e. staff invites or discounted tickets if applicable)
• Lay out all examples of how to get involved + where their promotions or involvement will be promoted
• Include deadline for participation notification (this covers us if the tenants asks to participate after it’s too late to integrate them)
• Following this meeting, circulate a meeting recap with the event details to ensure anyone who missed is also up to date
• Send out a tenant participation memo – template here
• https://brookfieldpropertiesdevelopment.egnyte.com/fl/pdhYO0zbiB
Password: TMFMarketing2023
2. Closer to the event date, be sure to send the tenants any applicable collateral about the event (social posts, social stories, links to TMF posts) so they can easily promote to their audiences on their social pages
Once the event strategy is approved and details are agreed upon, begin the following in order to prep for a successful event:
1. Begin settling contracts/agreements with your vendors in order to lock in all the details
2. Ensure all necessary TMF parties are aware of event details to prepare (social team, PR team, retail tenants, ops team, CM team, etc)
• Ensure a tenant meeting is set so they are aware of any opportunities to get involved, as well
3. Begin implementing your social and digital advertising strategies
4. Begin creating event signage and get it ready for print + delivery
5. Schedule any necessary site walks that need to happen with vendors prior to the event
During the week prior to the event, ensure the following items are completed:
• Ensure all permits have been attained
• Promote event on TMF socials, website + newsletter where applicable
• Send event reminder to invitees or ticket holders
• Circulate uber code or link (where/when applicable)
• Finalize + circulate event deck, run of show, and shot list to all applicable parties (CM team, ops team, tenants, vendors, etc)
• Ensure the necessary staff has been hired (janitorial, security, trash pick up, etc)
• Ensure all event collateral (signage, napkins, branded elements, etc) are on site or have been coordinated with a printer for delivery
• Confirm property clean up + prep is arranged with applicable parties
On event day, ensure the following items are completed:
• Make sure the event site has been cleaned, furniture is presentable, TMF items (TMF carts, a-frames for wayfinding, menus for carts/tables, neon signs, branded games) are installed
• Ensure run of show timeline has been circulated to all applicable parties and is on track
• Meet all applicable vendors to ensure they have all necessary items and know where to set up
• Send ‘looking forward to seeing you tonight’ reminder with all relevant info, links, directions via socials, newsletter, SMS where applicable
• Spearhead set up and event flow as needed throughout the day/night until event wrap
• Assist with event breakdown and ensure property is left in a presentable condition as it was pre-event
Following any event on site, it is our best practice to do the following in order to showcase ROI, leverage digital assets created, + analyze lessons learned to keep improving.
• Gather all photography + videography and ensure it’s filed in the correct shared location where all applicable parties have access
• (If applicable) work with your PR team to create a press release to distribute to the media recapping the successful event
• Gathering all meaningful metrics from advertising, social promotion, foot traffic, tenant sales + more in order to showcase direct ROI generated from the event
• Create an event recap and circulate accordingly (once approved by Anneliese)
• Event recap example HERE (P: ‘5BEventRecap’)
For more information, check out the additional examples and resources here.
TMF Onsite Team Folder
Password: TMFMarketing2023
https://brookfieldpropertiesdevelopment.egnyte.com/fl/E6z8k83S2J
