CHAPTER 1
Anatomy of
an Event
Professional
Event
Coordination
Introduction
The Role & Scope of Events
The Role & Scope of Event
Coordination
The Anatomy of an Event
Professional
Event
Coordination
The Role of Events
The gathering of people
together at a specified time &
place for the purpose of:
celebration, commemoration,
education, reunion, marketing
&/or entertainment.
Professional
Event
Coordination
The Role of Events
People attend events…
for the opportunity for an
entertainment, cultural or
enrichment experience,
or to attain/satisfy social,
business, personal, or political
goals &/or obligations.
Professional
Event
Coordination
The Value of Events
Economic Value
Social Value
Cultural Value
Political Value
Professional
Event
Coordination
The Scope of Events
Business &
Corporate Events
Government &
Civic Events
Cause-Related &
Fundraising
Marketing Events
Entertainment
Social & Life-Cycle
Festivals
Sports Events
Meetings &
Exhibitions & Fairs
Conventions
Professional
Event
Coordination
The Role & Scope of
Event Coordination
Determine the Expectations
Develop the Concept
Design the Experience
Deliver the Dream
Professional
Event
Coordination
Determine Expectations
Create the Profile—Who, What,
Where, When
Define the WHY—the Purpose of
the Event
Goals, Objectives, & Expected
Outcomes
Direct Relationship to Evaluation
Professional
Event
Coordination
Develop the Concept
Type of Function
Theme & Message
Event Elements & Details
Agenda & Activities
Professional
Event
Coordination
Design the Experience
Meet the Needs
Think it through Threshold to
Threshold
Integrate the Theme &
Purpose
Professional
Event
Coordination
Deliver the Dream
Package & Manage a
Progressive Experience
Provide Take-Away Value
Manage the Magic Threshold
to Threshold
Professional
Event
Coordination
Anatomy of an Event
Anticipation
Arrival
Atmosphere
Appetite
Activity
Amenities
Professional
Event
Coordination
Anticipation
Create the best marketing
materials & messages
Communicate the basics for
attending
Establish the correct
expectations
Professional
Event
Coordination
Arrival
Understand the travel &
transportation needs
Deliver an effective meeting
& greeting
Provide clear navigation,
directions, & instructions
Create welcoming entrances
Professional
Event
Coordination
Atmosphere
Confirm the basic needs are met
Use the venue to the best
advantage
Form follows function in site
selection & development
The atmosphere must fit the
character of the event & host
Professional
Event
Coordination
Appetite
Food is for nutrition, nurturing, &
human nature
Meals must match the occasion
Serving with style facilitates flow
Menu selection is based on
palate & pocketbook
Professional
Event
Coordination
Activity
Offer collectable experiences
Activities can be participatory or
spectator
Provide education, enrichment, &
entertainment
Consider diversions &
recreational opportunities
Professional
Event
Coordination
Amenities
Always provide walk-away value
Use amenities to make memories
tangible
Find ways to show you care
throughout the event
Personalize the experience
through evidence
Professional
Event
Coordination