Event management is a vast and exciting field that involves planning, coordinating, and executing events of various scales and types. From corporate meetings and conferences to weddings and music festivals, event managers are responsible for overseeing every aspect of an event, ensuring its success and smooth running. This type of job requires a diverse range of skills, including creativity, attention to detail, communication, and time management.
Let’s discuss the responsibilities of an event manager, the skills required to become one, and the importance of this profession in today’s world.
Understanding event management
Besides planning and organizing, event management involves identifying the goals and objectives of an event. Some of the most basic activities involve selecting a suitable venue, managing vendors, coordinating logistics, and overseeing the overall production. Event management is crucial for businesses to satisfy the needs of attendees and present themselves in the best possible way.
Events can range from small, like meetings and office parties, to large-scale ones, such as music festivals and trade shows with national and international features. Considering the significant impact these types of gatherings have on the economy, tourism, and brand promotion, it’s important to hire an experienced event organizer company. Therefore, it’s essential to have a professional event manager to ensure the success of an event.
Difference between event planner and event manager
The terms event planner and event manager are often used interchangeably which leads to understandable confusion. Both event planners and event managers are responsible for the creative, like decor and entertainment, and logistical aspects of an event, like scheduling, budgeting, and vendor management. It all depends on how companies define such positions internally and in job ads.
Other terms used for this profession are “event designer” and “event organizer” although not as often as a couple of decades ago. In the end, even with all these terms being synonymous, you should ask companies advertising such positions to explain responsibilities and requirements in detail.
Responsibilities of an event manager
As mentioned before, each company has its own definitions of the skillset they expect from applicants and future employees. However, there are basic responsibilities of an event manager that are always expected so focusing on skills that support them can be the key to landing a job.
Defining the event goals and objectives
The first stage of event management is closely defined with a client considering this is when goals and objectives are set. The essential parts of this process include identifying the purpose of the event, the target audience, and the desired outcomes. Once an event manager has all this information, they develop a strategy and an action plan to achieve the defined goals with approval from the client.
Deciding on the design and theme of the event
Selecting a theme for an event is a creative process that may involve color, sound, and lighting design, especially for performance-centric events. In the case of professional events, like congresses and symposiums, the focus will be on developing timelines, seminar activities, and swag. The layout of tables, chairs, stages, and podiums also falls under this responsibility, as well as the style of the setting, backdrop, and other event elements.
Negotiating
Event managers need to have excellent negotiating skills to make sure that every part of the event is within the budget. But negotiating is not always about money and can include building a lasting relationship with vendors through an exchange of services.
Sometimes, participants will see an event as an opportunity for exposure to their brand, for example, an unknown band opening for a big name at the festival. Also, negotiating contracts with vendors and suppliers will make sure that everything is delivered on time and as agreed, as well as to everyone’s satisfaction.
Budget and financial management
Creating a budget, tracking expenses, and ensuring that the event is delivered within the defined budget are the responsibilities of an event manager. Budgeting is one of the most important parts of event management, usually consisting of three categories:
· Fixed costs (those that don’t change, like venue fees or equipment rentals),
· Variable costs (those that do change, like food and beverage purchases), and
· Contingency funds (money set aside for unexpected expenses).
Venue selection and logistics
It’s the event manager’s job to find a suitable venue for the event regarding the size, location, and rental price. Venues usually have everything that an event will need, such as technology and equipment. If that is not the case, the event manager will have to deal with logistics and ensure the venue is properly equipped. For example, if you are organizing an event in a spot without electricity, you will have to hire generators to power the venue.
Staff and vendor management
Event managers have to recruit and manage staff, including security personnel, and volunteers. It’s their responsibility to ensure that every member of the staff is adequately trained and that their roles are clearly defined.
Additionally, you need to have the strong coordinating skill to make sure that everything goes according to plan and schedule. For example, coordinating vendors, like caterers and photographers, and staff, like ushers and bartenders, as well as coordinating guests.
Communication and marketing
As an event manager, you’re responsible for communicating with all of the people involved in your event. This not only includes vendors, staff, and volunteers but also guests and the public through marketing and promotion. By using various channels, like social media, email marketing, and advertising, event managers can reach the target audience and build communication.
Onsite management
The event manager has to be present on site and oversee the development of an event, from beginning to end. They will take care of any issues that may arise, coordinate tasks, and be in constant communication with their team. However, another thing you will have to think of as an event manager is identifying potential risks and developing a contingency plan to resolve them. This means that you will be responsible for risk management by having appropriate insurance in place to cover any incident.
Post-event analysis and reporting
Analyzing the success of an event helps event managers to recognize what works and what needs improvement. This includes analyzing feedback from attendees, preparing financial reports, and evaluating performance from vendors and other participants. Also, it’s your responsibility to prepare a report for stakeholders and sponsors that will outline the key moments and summarize the most important aspects.
The bottom line
While the responsibilities of an event manager depend on the company they work for, the basic ones stay the same, like budgeting, staffing, and organizing. This is a challenging and dynamic job with numerous opportunities for career growth and personal development. With the right education, experience, and skills, anyone can become a successful event manager and create memorable experiences for attendees and participants.