5. Don’t skimp on lighting.
Lighting does more than set the mood. Poor lighting can make a five-star hotel look dull and flat; great lighting can transform your backyard into an elegant patio. And sometimes all it takes is a trip to Lowe’s.
“When people walk into an event, you have about 15 seconds where they’re going to make their mind up on what that event’s going to be,” Berry said. “If you spend your money on nothing else, spend it on lighting.”
6. Always read the rider.
Bringing in a celebrity to appear or perform at your event is a surefire way to make an impression on event attendees. In addition to their appearance fees, many celebrity performers also have a rider, a set of terms and conditions that the artist requires to perform; it can entail anything from a helicopter pickup from the airport to an entourage of 200 people.
In some cases, the conditions in the rider cost more than the booking fee itself. Berry recalled how she was once offered a free concert from Kool and the Gang at one of her events, which sounded fantastic until she realized the rider alone would cost nearly $120,000.
Publicity clauses can also be problematic. Berry described how a friend of hers booked a major artist whose contract prohibited any photographs being taken during rehearsal. Later, one of the waitstaff snapped a picture with a phone and posted it on social media, which led to a $100,000 lawsuit.
If you have any concerns or questions about the contract, make sure to voice them before signing.
7. Get the community involved.
Grogan’s annual festivals are beloved in Flagstaff, Arizona, because she frequently brings the community, from city boards to independent businesses and local schools, into the planning. “They all feel like they’re a part of the festival and putting it on,” she said. “And they’re all rooting for us to make it succeed.”
When the Special Events Company produced the Democratic National Convention Welcome Event in 2012, it asked a local middle school to design centerpieces based on social issues the students cared about, such as pollution, childhood obesity and same-sex marriage. The results were inspiring.
“That was a win-win for everybody,” said Berry, “because it brought the community into the event, exposed kids to the political process and gave the schools some revenue. And it actually created massive talking points for the attendees.”
8. Get local businesses involved.
“We try to get sponsors excited about the event,” said Grogan. “It’s all about giving them a return on their investments.”
She described how a local water bottling company was hesitant to donate to her annual Brews and Blues Festival, so she asked them to set up two hydration stations at the event. “They were thrilled,” she said, “because it provided exposure for the company as well as a fun opportunity to interact with the community.”
