Over the past year, I’ve had the pleasure of getting to know corporate event producer, Ryan Hanson of BeEvents. Ryan is in 2 words an Event Provocateur. Convention irks him…instead, I do believe he spends his sleeping and waking hours trying to determine how to redefine events and our roles within them.

Last week I attended one of Ryan’s events in Las Vegas. He produced the Spotlight/CATIE Awards…and he lived up to his reputation. Gone was the stage – instead, the entertainers wove their way throughout the crowd and, as a result, we were intertwined in the entertainment. Gone were the table rounds – and the feelings of stodginess went with them. Gone was the traditional ‘In Memoriam‘ – it was replaced with all of the themes, trends and concepts that have died a horrible death over the years (i.e. client budgets).

I have a lot of respect for people who are not afraid to take calculated risks and are willing to wag their finger in the face of convention. This is why I asked Ryan Hanson if he’d be interested in a short interview…

Lara: Tell me how you wanted to make the Awards different from others?

Ryan: When we set out to create the 2010 Spotlight/CATIE awards, we set several specific goals in order to define the design. One of those objectives was to present something different with this show.  Now that can be terribly ambiguous: what event doesn’t try to be “different” from past projects. Everyone says it.  But we had to be specific:

1. We wanted to be true to the new normal of events.  There is much change happening in the world and we thought it important to recognize this change and the dialogue about events happening.  We wanted to present ideas attendees could take home and give a try.  We wanted to not be afraid to try.  There was nothing to prove to anyone, so we stuck a stake in the ground and said I would take risks some of which would work and some which wouldn’t, but it was important took that risk.  I said I was OK with breaking all the rules of an awards show.
2. From the start, it was important to try for an event with no stage. Authenticity is in, and I wanted an awards show which was about what it was suppose to be about: the work of the finalists.  That objective defined our direction with the video content and the scope of the show.  We wanted to create a platform which was about the audience gathered.  By striping out the stage, we attempted to strip out ego and make this a celebration of the collective group.  It was from the group that the presenters enters, the award recipients came to the stage and back to the audience did all return.
3. We wanted the night to be about the attendees.  Social media offered a great place for engagement – from driving buzz through four social media reporters to setting up crowdsourcing campaigns to allow the audience to vote on elements of décor, dessert and drinks – we gave the audience a voice in the event.

Lara: Were you successful?

Ryan: Yes we were.  We broke rules.  We had some fun.  We created a show that went on too long, but which did what it was suppose to do: celebrate the work of the finalists, the success of our industry in an intimate environment for that audience.  We gave the attendees a say and told them that we offered that vote.  we presented a beautiful environment which had no stage, which used entertainment effectively and uniquely.  We gave people their due on stage – which made the show go on too long – but remained respectful of the recipients. We presented ideas: table-side presentations, Social Media campaigns, new products. I think at the end of the day the design was very coherent and we were mostly successful in branding the experience more
cohesively than in the past.

Lara: What can other event planners learn from your successes (or failures)?

Ryan: This was predominantly a sponsored event – and especially this year you must be absolutely grateful for everything sponsors give you. (I wish it could be made public how much was spent on this event in comparison to what was donated).  But also, for a predominantly sponsored event, you have to learn to be happy with what you can live with.  There are several things in the show I would have done differently, but sponsors have the right to show what they want to show and to do what they want to do.  You have to be able to give overall guidance and live in the gentle chaos of many voices trying to make a project happen.  And at the end of the day, it is only you who know what you would have done – and that which is created in incredible and the guests are able to enjoy!

• You can not be afraid to take a risk and try things.  That is how you have ideas/share ideas/generate ideas.
• Cover your bases well (we mostly did this).  Ensuring the logistics, food, drink and flow of the event are strong gives you the opportunity to take risks.
• Don’t over promise – allowing surprises to be built into the show is valuable.  Also, if you do not oversell your experience, you allow room for people to leave the experience generally happy.
• You are only as good as your team.  I wish I would have had more time to engage a bigger team on the project – but I am so grateful to the team I had who made magic happen.  It is incredible to see how even at the 11th hour, people step up and make things just happen.  And to witness the sheer professionalism of folks is tremendous.
• You always need more time than you schedule and more volunteers than sign up.

Lara: Are there any technologies, ideas or concepts that have sparked you? How will you incorporate them into your future events?

Ryan: I have been impressed with the work of several of the vendors involved with the event – their ability to design and work with their teams have been an inspiration as I continue to define how I work with teams and develop my on-sight team.

I loved being able to work with the entertainers to craft some customized songs which we found relevant to the event.  Scripting and choreographing their performances with them was a blast – there is so much you can get working with professional local talent.

I want to continue to develop the Social Media engagement of an audience through an event – it is critical that you have someone focused and attentive on such a project.  We were good on the outset, but I think not as strong finishing up.  You have to be committed, strategic, and follow-through to keep the community building going and growing.

Thanks, Ryan!

David Merrell, Ruth Moyte, David Fischette

I was so close, I felt like I WAS the entertainment

Foreward by Lara:
I first became acquainted with Liese Gardner through Twitter. If you’ve read my post “First Impressions are Everything” you’ll know that Liese’s profile caught my attention…which led me to her blog: Fuel. Poignantly written and choc full of inspiration, I knew that Liese was someone I could learn from. Despite giving her no direction on a topic, and instead asking her to “write something that inspires her”, Liese was kind enough to write a post for my readers. I hope that you enjoy her response as much as I did.

Great work comes not from trying to MAKE something happen, but by BEING that happening. Today this is more possible than ever. A challenging economy has collided with the rise of social media to create a perfect storm; a new way to do business that is alive with generosity, ideas and inspiration. You could say it’s ready2spark! Certainly the popularity of this blog and Lara herself within the industry are evidence of the ability we each have to ignite and inspire our clients, our selves and one another. Here are several ways to fan that flame!

Be Fearless When Cultivating Relationships. Relationships are at the core of all public relations but not just with media. Reach out to clients and colleagues in a new way — a free workshop, a dinner party in an offbeat venue, a decadent poker night. As you create these experiences, think creatively. For instance, if you are a rental dealer and can’t favor one caterer, hire a mobile specialty food truck – or two! Los Angeles and New York have their share of trendy trucks from Korean BBQ to Mexican food to ice cream and cupcakes. Other cities are following. AND, by creating these events, you have also created an authentic reason to get in touch with print and TV media as well as bloggers with the story. And, of course, you can cover it in your own company blog and send out e-mail blasts with photos and information to clients … hopefully you have that in the works already if not up and running.

Widen Your Circle of Influence. As you can see from the above, forget the medium – today you personally are the message. Thanks to blogging and social media, we can now create and deliver our own stories to an ever-widening circle of people. The catch is to stay on message and not get too personal, too one-sided or too general. Try to keep in mind a couple key words that define you and what you do when you begin to write a blog, tweet or send an e-mail blast. Once you have a “voice” in place, you will find that blogs are an effective way to drive traffic to your web site (the jewel in the crown of your marketing efforts). To complete the circle, Twitter is a great way to drive traffic to your blog posts (although here again, be wary of only tweeting about your posts). Be fearless here too! Social media now allows us all the opportunity to get our ideas out before our competition. Don’t sit on a great idea. That luxury is not part of this new economy.

Rethink. Rework. Reinvent. Remember the words of Yogi Berra – the future ain’t what it used to be. When it comes to marketing and public relations in a 2.0 world where things morph fast, be ready for anything.

Liese Gardner has consulted with special event professionals on their marketing and public relations efforts for the past 10 years as the owner of Mecca: A Communications Destination, www.reachmecca.com. And this year, she began her own blog, www.passionsthatdriveus.com to explore the varieties of “fuel” that drive us personally and professionally.

Lara McCulloch-Carter
Author of the Special Event blog ready2spark
Director of Marketing – Regal Tent Productions
Past-President – ISES Toronto
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You may have seen his work in Elle Décor, “O”, Oprah at Home, InStyle or The New York Times. Or perhaps you’ve seen his entertainment and lifestyle segments on NBC, ABC, Fox, MTV or WB. If this still doesn’t ring a bell…well, I implore you to come out of hiding, dust off your computer and get to know Matthew David. I’m delighted to have had the chance to speak with Matthew and ask him a few questions about his success and creative development proces. Just in case this isn’t enough for you, go ahead…stop by his blog, browse through his website or stay tuned for his upcoming surprises.

The Interview

What are your secrets to success?
Well, I have built my entire career on one big premise: We are all just people. At Matthew David Events, our product is actually memories. Every event that we do (whether a birthday party, launch of a new product or huge corporate event) is designed to make an impression on the guests. It’s actually a lot of fun to get to know my clients & their goals as well as whom their guests are. Each party is then created for THAT client at THAT time for THEIR guests. Add to that, tons of creativity & surprises & each guest remembers the experience for a long time.

What advice would you give to someone new in the industry?
I started my company by doing flowers at a restaurant. I was already waiting tables and asked the owner if he would give me a shot at flowers (I had never worked in the event industry or in the floral industry at the time). He said yes and gave me a one-month trial period. I focused all of my effort & energy on doing the very best job I possibly could. At the end of two weeks, he offered me a second restaurant (his premier location). That was in January of 1994. By 1996, we grossed over 1 million in sales & have maintained sales in the millions ever since. My point is this…When you get started (in any industry), find ONE thing to do and do it better than anyone else. Then use that as your foundation & build, build, build. Oh, yeah…and make sure you absolutely are passionate about that one thing.

Where do you go to find creative inspiration?
First, I keep my eyes open for absolutely EVERYTHING. I peruse magazines, go to art exhibits and attend as many events as I can (sure I look at competition…remember…absolutely EVERYTHING). I watch movies, read books and listen to music (like you). I take new routes to work, ask a friend to pick out new clothes (sometimes) and try all kinds of food. My goal is to be open to almost anything. I study the classics and try to find what’s cutting edge too.
Then, when I have a design challenge, I have a huge library from which to edit down. That’s basically how I find the perfect design solution to so many different kinds of events. We create about 100 events a year and all of them are under my creative direction so you can imagine how challenging that is!

What’s next for Matthew David events in 2008?
My blog, my parties and my upcoming book!

My blog, www.matthewdavidon.wordpress.com is brand new and full of my ideas for parties, pictures and descriptions of the events I produce for clients. Plus a hilarious video when I was interviewed by a Dutch design show.

And then 2008 is definitely about my own parties! I designed my own home to be the perfect spot for all kinds of parties, and believe me I’m trying them all! We are creating themed parties, which promise to be lots of fun, check the blog for more information on these.

The most exciting thing I am working on is my book, which will be a fresh way of looking at parties and event design based upon my “secret philosophy” (for now!) More to come on that.

Well, Matthew, I for one can’t wait to read about your secret philosophy and look forward to seeing more parties on the blog!

After seven years of working for a Toronto-based event management company, Leslee Bell founded Decor & More Inc. in 1990. Throughout the course of the past 17 years, D&M has successfully and progressively developed into the largest and most awarded decor and design company in Canada. Consequently, Leslee has become one of the industry’s most acclaimed and sought after guest speakers for events throughout Canada and the US.

In 2005, Leslee had the extreme honour of being awarded the first, “Spirit of the Industry” award by the Canadian Special Events Industry. She was inducted into their, “Hall of Fame for Lifetime Achievement” based on event creativity and design, standards of excellence, contributions to the industry, integrity and ethics.

Leslee currently remains a key hands-on participant in the day-to-day management of D&M’s major accounts. She works collectively with the company’s various in-house departments, continually striving to stay abreast of the latest, cutting-edge trends in events and design in their 600 plus events each year.

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WHY IS EVENT DESIGN AN INTEGRAL COMPONENT OF THE OVERALL EVENT EXPERIENCE?
All elements of an event need to be in harmony for a successful event. Great decor, sumptuous food, fabulous entertainment, and dramatic lighting when crafted in balance, result in a perfect environment.

A good event designer looks to the client’s mandate, corporate branding or image, the venue, the logistics, the timing, the demographics of the audience, budget and then creates the best environment based on the parameters.

Many clients prefer line item pricing so that they are able to remove an item if they need to cut the budget. This can be dangerous because often, they want to cut something that is the anchor to the overall design. I will often say, “Where do you need the budget to come in at?” and “Let’s rework it so you don’t lose the integrity of the event.” Having a great working relationship with the client is paramount and having the trust factor ensures they consistently are getting the best ideas and value for their décor dollar.

When an event has all of the suppliers working in tandem…..the look and feel is harmonious, in fact it’s magical.

HOW HAS EVENT DESIGN EVOLVED AND IMPROVED OVER THE PAST 5-10 YEARS?
Design for events is more sophisticated, more branded, and, with some clients, less budget driven.

We still do many themed events, but we also do a lot of “looks” that are truly great designs based on colour or a word like “Verve” or “Swank” that evokes an anticipated look. The “Lounge” is here to stay with interpretations from very upscale, to rustic and raw. We certainly are seeing “layering on” of elements, with attention to detail at dining tables being the norm.

The biggest change is in the budgets, with the shift of the middle ground. Corporate clients see investing in clients or staff as essential for future success and have the “go big or go home” approach. Some clients are shifting to modest budgets, as the economy in their industry sector may not be as flush as others.

Regardless of your budget, with a good designer, we can make it work for you.

WHETHER DEALING WITH A BEER OR A CHAMPAGNE EVENT BUDGET, WHAT CAN’T YOU DO WITHOUT?
For any special event, you need to concentrate on a few areas rather than trying to spin out limited decor over a large area, thus resulting in a weak, lackluster look. Keep your elements focused for maximum impact.

Concentrate on an entrance piece, stage decor, or something flanking the stage, full length linens, a centerpiece, chair covers and napkins. Room lighting and music need to be part of the mix as well and if budget permits, layer on additional room and ceiling decor, napkin treatments and chargers for a more polished look. Any vignettes included, regardless of the budget, need to be on risers and well lit for maximum return on the dollar.

AS WITH ANY CREATIVE JOB, IT CAN SOMETIMES BE DIFFICULT TO KEEP YOUR IDEAS FRESH. HOW DO YOU KEEP THE CREATIVITY FLOWING?
I think that attending events like, “The Special Event,” “Event World,” “Event Solutions,” “Canadian Event Perspective” and “Biz Bash” all keep us from getting complacent. Fashion runways, movies, European design magazines, travel and window shopping, all aid in generating ideas. Even things like names of paint finishes, colour palettes in fashion can be the jump off point for a design.

Keep your team fresh by sending them to showrooms, to “lunch and learns” with suppliers and to Canadian and International gift shows. Additionally, in order to keep abreast of the “hot and new” trends, it is beneficial to connect with coworkers in other cities or with other avenues in the industry. It is always advantageous to look at products that you have been using and create new looks for them. For brainstorming purposes, challenge your entire team to bring new looks to the table, or new uses for a standard product.

WHAT EXCITES YOU RIGHT NOW ?
There are a lot more forward-thinking planners out there who are willing to cast their vision and then let you dream. Giving a creative person “creative license” to do what they do best, results in phenomenal events.

We are constantly coming up with new ideas that we love and then shelve, until the perfect client for that idea comes up. Not every idea or event is right for every client. There are great designer events happening in 2007, but 2008 is looking to have even more creative freedom, which is exhilarating to anyone who is passionate about design.

I love having the opportunity of doing something that brings joy to clients and allows us to stretch and grow as we constantly are searching out new and different mediums, formats, products, and interpretations of ideas to keep us on the cutting edge. To a passionate designer a challenge is always invigorating, and 2008 promises to offer even bigger and broader opportunities for those who want to be on the cutting edge.

As the host of an event, what are the most important things we need to be aware of?
1] You never get a second chance to make a first impression. Greeting and timing are so important. When the client comes through the door, move to shake their hand and do it firmly. Introductions are appropriate at this time. Be sure you introduce your guests or other attendees of lesser importance to the most important person, your stakeholder. For example: “Jim, this is Gary Jones, the CEO of Polaroid. Gary, Jim is the assistant controller for Microsoft.”

2] Come early and give your credit card to the restaurant so there is no challenge on who pays at the end of the evening. The shape of the table is important to foster communication and exude power. If the event is for many attendees of equal power, a round table is best because everyone is on equal footing. If the client is coming with his or her assistants, make sure the most important person is to your right, and the next important person is to your left. Spouses have equal importance in a business setting. If the children of the client arrive unexpectedly, do not patronize them. Treat them as equals. If the client thought enough to bring his children, there’s a reason for it.

3] If the menu is not preset, the host always receives the wine list, so talk to the maitre ‘D beforehand to explain all protocol and procedures. Request a server to assist you, find out how he/she is going to serve the bread, coffee, tea, and go through the wine list or menu ahead of time. Work with the server to find out what the restaurant’s signature dishes are. The event should be a dining experience!

What is the most common mistake you see people making at the dinner table?
1] The way people handle service ware in a dining experience always amazes me. Acceptable continental dining dictates that you hold your fork in the left hand with the tines facing down and push the food up on the fork with the knife in your right hand. Americans switch their fork into their right hand after they have cut their food both ways are acceptable. If you stab the meat and cut crosswise behind the fork, it does not make a good impression. There are fun and engaging etiquette classes for corporate professionals and I would be glad to recommend companies that specialize in that area.

2] Second to handling service ware is talking with food in your mouth. Amazingly, people still do it and it is never acceptable.

When is the appropriate time to discuss business at the dinner table?
1] Knowing when to speak at all in a conversation during dinner is crucial. Listening is so important. I often bring a small pad and pen so I can make a few notes and not interrupt the speaker. I would then summarize my business points at the end of the conversation. Usually you want to find a common ground, so do your homework on the corporate company and the client and also research your similar interests.

2] During the first course, social communication and non-business related topics are good. Then ease into the mission statement of their company. Their mission statement is always a good place to start off the business component of the conversation. It focuses on their brand and lets them know that you are in accordance with their goals and vision. Next would be to discuss the purpose of your visit for about 20 minutes. The conversational stage should conclude when everyone is just about finished with the entrée.

3] It is not proper to ask for the sale until all the other areas of the negotiation have been covered. Did you probe for any objections that you night need to find solutions for? Did you enhance your company’s features and benefits for the client? Make sure that during the entire conversation, you continually check on where you are in the process of closing the sale. It’s a good idea to repeat what was said to summarize each area of negotiation, making sure everyone is on the same page. If they are good negotiators, they will hit you with at least one objection or request to sweeten the deal. Be ready with a last fabulous benefit to close the deal. Make sure you get the client to agree to your action plan. Try not to leave the table without setting another meeting, another date for the review of the new proposal, or a realistic timeline or projection for funding.

What are the top “do’s and don’ts” of service?
On this point I could go on for ever!

The server should always do the following:
1] Handle the glass by the stem, not the bowl. The water glass is the guide when setting glassware on the table. It sits at the tip of the knife and regulates all other glassware.
2] Work on opening and closing banter, and know the menu backward and forward. A server should be able to speak intelligently about at least 5 wines to pair them with the menu.
3] When asked something you do not know, say you will check with the kitchen, or be happy to find out for the guest. Avoid answering with “I don’t know.”
4] Always back off in a confrontation with a guest. The guest is not always right, but they are never wrong!
5] Be like a ghost and anticipate every need of clients at your tables.
6] Stand at attention at all times. Do not chit-chat with fellow employees. The server is like an actor on the stage and someone could be looking at him/her at all times.
7] Always be professional. If the guest seems intoxicated, inform the management.

The server should never do the following:
1] Put his/her thumb on the rim of the plate.
2] Cross the personal space of the guest by reaching over the imaginary center line down the center of the guest.
3] Pick the glass up from the table to fill it, unless there is no other option.
4] Organize plate stacking any other place other than behind the guest’s back.
5] When serving six guests from a single bottle of wine, pour as many glasses as possible until the bottle is empty then approach the host to notify him/her that not all the guests were served.
6] Serve men before women.
7] Address the guest that has his/her hand up in the air for a toast.
8] Serve from the right in English Service.English Service is always from the left.
9] Place heavy items on the sides of an oval waiter’s tray. Heavy items go in the middle so the shoulder can support them.
10] Use only one napkin to polish stemware. It is important to reduce skin contact with the service ware, so always use two napkins when polishing stemware, china or flatware.