BOOTCAMP
Lead By…
DR. MARY JO ROSS ,
CSEP, CPCE
NACE ORLANDO BOARD
Ms. Patricia Buchanan
• NACE President &
• Catering Manager, Buena Vista Palace
Mr. Awny Khashoggi
• Programs Chair & Owner, Unique Option
Ms. Ann Taylor
• Affiliate Chair & Owner, A Chair Affair
GOOD MORNING
BOOTCAMP!
Earn Your Whistle!
SPECIAL EVENTS
Special Events Vs. Meetings and Conventions
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More theatrical in nature
High entertainment component
Elaborate audio and visual effects
Themed cuisine & Higher quality food and beverages
Special effects: fireworks, lasers, pyrotechnics
Themed environments
• Décor, Catering, Floral, etc.
EVENT TYPES
 Sporting Events
 Festivals
 Galas/Balls
 Commercial Marketing & Promotions
 Social: Weddings & Memory Makers
 Entertainment Arts (concerts and live performances)
BOOTCAMP ABC’S
A- Anatomy
• To understand the Event Anatomy and constructs of developing and
planning special events.
B – Business
• To source business management techniques, skills, and tools
C – Creativity
• To identify sources for creative development
A NATOMY
Event Management Body of Knowledge
THANK YOU!
JULIA RUTHERFORD
SILVERS, CSEP
The Oracle
EMBOK
Event Management Body of Knowledge
EMBOK: PROCESSES
Management
Analysis
Communication
Decision Optimization
Scheduling
Risk Analysis
S P E C I F I C A R E A S O F P RO C E S S
Registrations
Press Accreditation
Site Choice
Procurement
RFPs:
• Request for Proposals
Costing
Engaging Speakers
Contracting
PHASES OF EVENTS
Initiation
Planning
Implementation
Event
Closure
ASSOCIATIONS
 International Special Events Society (ISES)
• Certified Special Events Professional (CSEP)
 National Association of Catering Executives (NACE)
• Certified Professional Catering Executive (CPCE)
 International Festivals & Events Association (IFEA)
Meeting Planners International (MPI)
ACTIVITY
MY EVENT
I.D.
B USINESS
Branding You and Your Product
A BUSINESS PLAN
 The business plan should tell a compelling story about
your business, explaining who, what, when, where, how
and why.
 Your plan should be focused and clear. It is not about
the number of pages or style of the cover.
 The plan should define specific business objectives
and goals with general parameters to guide the
organization.
A BUSINESS PLAN
 Writing a business plan should force logic and
discipline into a business.
 A good business plan is a living document. It should
be updated regularly.
 www.sba.gov
WHAT’S THE PLAN?
 Executive Summary
 Business Description and Vision
 Definition of the Market
 Description of Products and Services
 Organization and Management
 Marketing and Sales Strategy
 Financial Management
BRANDING
Marketing You and Your Business!
The American Marketing Association (AMA) defines a
brand as a "name, term, sign, symbol or design, or a
combination of them intended to identify the goods and
services of one seller or group of sellers and to
differentiate them from those of other sellers.
BRANDING
Therefore it makes sense to understand that
branding is not about getting your target market
to choose you over the competition, but it is
about getting your prospects to see you as the
only one that provides a solution to their
problem.
BRAND OBJECTIVES
Delivers the message clearly
Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer
Concretes User Loyalty
BRAND EXAMPLES
SOURCES
 The U.S. Small Business Administration
• www.sba.gov
 Service Corps of Retired Executives SCORE
• www.score.org
 Brand Institute
• www.brandinstitute.com
C REATIVITY
The Fashion of Events
THE GRAND TOUR GALA
Video
EVENT ART
Fashion Sets the Stage
Photos & Real Art
Conferences & Idea Generators
Interior Design
Market Trends