Successfull Event Activation:

Stage 3 - Execution of the Actual Event

The execution of the actual event – the culmination of the conceptualization and planning stages – is what we’ll examine in this edition. This is what event management boils down to, where the rubber hits the road. It’s all about making it happen!

Brilliant event conceptualisation and thorough planning cannot be underestimated, but they’re worthless in and of themselves unless the event flows smoothly and is executed seamlessly.

A successful event is all about precision and considerable attention to detail. Every single element needs to be in place. Expert event managers double (or triple) check all details with suppliers, staff and the client in advance of the event. Confirmation in writing from suppliers helps prevent unnecessary surprises on the day.

Clear and focused communication is essential. Suppliers and staff need to be well-briefed and to understand and appreciate the specific objectives for the event and the message that needs to be conveyed. Throughout the event, event managers keep in touch, and get constant feedback, from all involved at all levels in order to identify any potential problems as they arise, and to rectify these immediately.

To aid this process, proficient event managers delegate tasks and select competent and reliable supervisors that they can trust to ensure that each job is performed impeccably.

As timing is critical, it is recommended to get a head start and begin the event build up well in advance. Setting up and getting everything and everyone into place usually takes a lot longer than expected, so allocate adequate time in the execution process for this critical stage.

It helps to always be aware of the highly detailed schedule in place. This is the key tool for all involved to measure where the event is at, against where it needs to be at any given time. Since timings can never be guaranteed, event managers may need to use the built in time margin for the unexpected.

Wherever possible, event managers should try to keep a step or two ahead of the schedule, and continuously monitor it. At any time they may need to put into practice one of their many contingency plans. Even with the most rigorous plans and schedules in place, things can go wrong; however, it is how well these problems are handled which distinguishes the top event managers. It pays to be relaxed and to consider the problem rationally, finding a solution and executing it as efficiently and effectively as possible. And stay calm – there’s no need for anyone else to know just how fast your heart is racing!

As the event unfolds, event managers do well to have a flexible approach, to be pragmatic and to readily adapt to any changes to the original plan.

As the event draws to an end and the crowds leave on a high, the work isn’t over just yet. There is still an important concluding stage that event managers need to complete, that of evaluation and reporting. Look out in the next edition for more on this final step that completes the event management process.