• Every chapter is expanded with new tips and photos
• New featured authors with case studies of security, crowd flow, scripting and MORE!
• A whole new chapter on the business of the special event business. Betsy shares her 20 years of experience and her secrets of success. This chapter also includes insights and advice fromother leading event industry professionals

Contents

1. The World of Events
   Special Events: A Definition
   Overview of Opportunities

2. The Business of the Special Event Business

3. Begin with the Basics
   Setting Goals and Measurements of Success
   Questions to Answer
   Sample Preliminary Event Strategy Plan

4. The Creative Process
   Brainstorming: The Brainstorming Session
   Adding the “WOW”
   Finding Other Event Ideas
   Other Ideas For Going Beyond the Conventional - More “WOW” Tactics
   Organizing the Possibilities: Matching Tactics to Goals

5. The Planning Process
   Where to Begin
   Systemizing the Approach to Event Planning and Documentation

6. Sponsorships
   Understanding Public Sponsorship
   Auditing Your Opportunities
   Targeting Sponsors
   The Sponsorship Package
   Assigning Value to the Package
   Agreement Documentation and Management
   Legal Contracts
   The Follow-up Report
   Sample Public Sponsorship Proposal
   Captive Audience Sponsorships
   Sample Captive Audience Sponsorship Proposal

7. The Marketing Plan and PR Component
   The Marketing Plan
   The Public Relations Component

8. Team and Volunteer Management
   Organizing Your Team/Committee
   Using Job Descriptions
   Committee Planning Kick-off
   Internal Communication Plan
   Holding an Effective Meeting
   Committee Helpful Hints
   Working with On-site Volunteers

9. On-site Implementation
   Implementation - Just Do It!
   Key Questions Before the Event
   Secrets of Scripting
   Sample Production Script
   Sample Overall Script
   Command Central
   Sportswear/Staff Uniforms
   Problem Solving - Preparing for the Unexpected
   Sample Incident Report Form
   At the Event Tips
   Staff Briefing and Debriefing
   Working with a Master of Ceremonies
   Working with Entertainers
   Creating Your “Event Bag”
   Equipment Management

10. Crowd Movement and Traffic Flow
    A Case Study by Lisa DeFino, LD Events, San Diego, CA
    Maximum Capacities
    Event Space and Design

11. Working with Food Vendors
    Working with Food Vendors
    Recruitment and Management
    Sample Food Vendor Packet
    Sample Food Vendor Contract
    Sample Food Vendor Evaluation Form

12. Event Documentation and Evaluation
    The Role of Documentation
    After Event Process

13. Glossary

Index