HOW TO ORGANIZE A SPECIAL EVENT
By Cindy Rakowitz
Co-founder, Blackman Rakowitz Public Relations
Special Event Marketing involves a great deal of planning. Running an effective event involves developing a theme, arranging for speakers, entertainment and celebrities, coordinating location support, planning the décor, invitations, RSVPs, press coverage, gift bags, security, municipal liaisons, parking, signage, emergency plans and cleanup among other smaller elements. Efficiently achieving these elements requires the expertise of professionals to ensure that all of the components are secured and implemented successfully.
Nearly 20 years ago, I produced the 35th Anniversary Party for Playboy Magazine in New York City. (It took place at Windows of The World on top of the World Trade Center). This event in particular was planned and executed so perfectly that it dictated the formula for all future events produced by Playboy Enterprises Inc.
The partners at Blackman Rakowitz Public Relations adhere to the practice of producing events that are tightly run, significantly enjoyable for the guests and consistently generate outstanding press coverage.
Using Playboy Magazine's 35th Anniversary event as a template, here are the ingredients that contributed to the perfect party:
First and foremost, the special event staff at Windows of the World was first class professionals who ensured quality service. In this particular case, I didn't have to be concerned about municipal liaisons, location support, emergency plans or clean up. My job was to ensure that the guest list didn't exceed capacity dictated by the fire department for safety standards.
Keeping the Event Theme Consistent With the Editorial Pages of the Magazine
In the early phases of event development, there were many discussions and meetings with Playboy Magazine's editorial director to ensure that the theme of the event was consistent with the 35th Anniversary Issue. When it was determined that the editorial content would reflect the magazine's coverage over four separate decades, the public relations staff planned the Anniversary event by creating four distinct sets of décor which would capture the essence of the 1950s, 1960s, 1970s, and the 1980s.
We hired a stage designer who had worked on Broadway sets to recreate spaces where guests would feel like they were in a time warp. For the 1950s, we recreated a drive-in hamburger stand complete with servers on roller skates; the 1960s offered the refuge of a counter-culture commune; the 1970s looked like the set of "Saturday Night Fever" when disco dominated the pop culture; and the 1980s celebrated health consciousness.
Every detail from food to costumed characters corresponded with each decade's themed areas.
Main Stage Entertainment
After guests enjoyed the authentic time travel experience, we had everyone convene in a main stage area. We knew that the entertainment had to stay consistent with the decade theme, and the artist Darlene Love delivered beautifully.
In between sets of Darlene Love's high-energy performance, we turned the spotlight onto Christie Hefner, who had just been named Chairman and CEO of the company. In continuing to reinforce strong connections to the magazine, "Roots" author Alex Haley - who played the role of interviewer and interviewee for Playboy - introduced Ms. Hefner with a historical reflection, and Donald Trump, who was the most recent Playboy interview subject, made the ceremonial toast to the company's future.
A Sampling of Staff Assignments — Critical To Special Event Planning
The best way to staff an event is to create a list of the many roles that have to be filled. The following comes from a portion of the staff assignment list we had created for the large-scale anniversary event:
Executive producer -- Oversees everything from budget to municipal planning, invitation and creative approval to music, from VIP communication to guest lists. It is common for a senior level marketing or public relations executive to play the role of executive producer for large-scale special events, particularly if the ultimate goal is to maximize press coverage.
Producer -- Works as the right hand to the executive producer ensuring that every task is implemented through appropriate staff with precision and all deadlines are met.
Line producer -- Responsible for producing a segment of the event. At the 35th Anniversary event there were line producers assigned to live entertainment, sponsorship, creative presentation, and photo coverage.
Press Relations / Red Carpet (now referred to as "step and repeat") -- For maximum press coverage, a media relations team secures news items prior to the event, during the event, and following the event. The Red Carpet or "Step and Repeat" portion of events is set up outside of the venue for the photographers and electronic news crews to get news coverage of celebrity arrivals.
Check-in desks -- A frequently overlooked area in terms of organization! Greeters should advise guests to check in according to their last name. A-C; D-F, G-J, etc. Lists for the check in staff should be alphabetized and easy to read. There should be a separate person assigned to the press check in area.
Celebrity coordinator -- The best candidate for this position is someone who has worked as a booker for television shows. They know how to get celebrities to a venue with a sense of urgency.
BR Public Relations has turned unknown products into blockbusters through special events and their ability to secure the media for press coverage through long lasting and extensive media relationships. BR Public Relations has chaired over 100 events both in the United States and overseas at venues ranging from the Playboy Mansion to The Smithsonian. Blackman Rakowitz Public Relations is the premier firm for producing mid-size to large scale special events.
Please contact us for more information on how we can help you plan your next Marketing Event.