MAKING IT FIT Ideas for theming could be new products, anniversaries, com- pany history or even a corporate key message. Fleur Dulude organises events at Anglia Ruskin University and says, “When I worked for Asda, we once even had the Asda Way Of Work- ing (branded AWW) as a theme.” It’s also worth making very sure that everyone will under-
stand the theme. You might be a Great Gatsby aficionado but if nobody attending has read the book or seen the film are they really going to appreciate your West Egg-custard tart? And then there’s the issue of fancy dress. Fancy dress only
really works if everyone is up for it. Are you certain that all those board members are really going to embrace a Star Wars theme? Do people want the expense and hassle of having to find a cos- tume? If you’re theming, it might be a better idea to make peo- ple aware of the general vibe so they can choose to dress accordingly (or not). Liz Taylor is managing director of event organisation company, the Taylor Lynn Corporation, and has more than 26 years’ experience as a professional events organiser. She says it’s crucial that your employer is clear with their brief: “One person’s interpretation of a 1950s-themed event could be very different from another’s. For example, an Alice in Wonderland theme could be colourful, quirky and eclectic or taken from the more sinister movie and a bit darker and mysterious.” Liz sug- gests using social media site Pinterest to collate a ‘mood board’ of your ideas and interpretation of the brief. Fleur says, “If you’re using décor or logo-branded items, less
is more.” She suggests a maximum of five items with the logo or brand on them and then goody bags at the end. “If it’s something like a silver anniversary then do not theme every single thing sil- ver, pick three or four key things such as balloons, serviettes, a cake…” It’s usually a good idea to go with the logo, pens and headed notepaper or badges but, says Fleur, “T-shirts and sashes really do not go down that well at a corporate event.” Rather than overdo the message visually, she suggests instead choosing workshops or activities that link subtly to the key themes.
THEMED EDIBLES While food is generally something that should not be skimped on, there is little point in going overboard in theming the cater- ing. However, something like a cake is something which could easily and subtly carry colours or a logo. Of course, if your theme is farm animals try not to serve beef, so it’s important to ensure that the theme is considered, if not overtly executed, through- out the whole process. For example, “I have been at an event with an anniversary theme and people were dressed in 1960s attire and selected items of food were sold for two days at 1960s prices,” says Fleur. You don’t necessarily need to go overboard on the décor for
your event as things like banners and tablecloths/branded stages can do this for you. Check with the venue beforehand if there are any restrictions on what you can and can’t alter. If you are theming on a budget, there are some elements
which will make the biggest difference. “The invitations are your selling feature,” says Fleur, “along with your guest speaker, of course.” Liz says that a theme needn’t even be so obvious as a film
or an anniversary. If you’re on a budget and can’t consider buy- ing in props and special effects, “Try just using simple colours,” she says, “A black and white colour scheme makes for a sim- ple décor theme for an elegant event. Everyone can easily dress to suit, linens are often white at venues and a star cloth back- drop covers a multitude of floral wallpaper sins and gives the bold, black element.” Perhaps your brief is to create an 1800s-style event in a mod-
ern sports centre. Consider how much of the venue’s cosmetic appearance you are allowed to alter and, Liz adds, lighting really should not be underestimated: “A wash of colour on the walls can transform the dullest of rooms, or feature lighting can emphasise a key styling element such as a chandelier.” Most of all, Fleur adds, whatever you do, “Ensure you have
a black book of contacts who can provide props and fish you out of the doo-doo the night before!” E
TOP TIPS What’s in a theme
BUILDING.Construct a theme with Lego or construction toys and tools. Have fancy dress in hard hats and construction clothing. This theme would suit a venue with a sparse architectural style.
CHOCOLATE. That’s the catering sorted. Open to interpretation and ever-popular, delegates could come as their favourite chocolate bar or events could be titled after popular chocolate treats.
1950S. The old ones are the good ones. Everyone knows the songs and it’s a cheap and cheerful way to unify an event.
CIRCUS. If you have money to burn, go all out and transform your event into a 21st-century circus. Hire acrobats and tightrope walkers for that added ‘Oooh’ factor.
FUTURISTIC. At least you’ll save on paper and face paint. Digitalise everything. Go for sleek, unfussy décor and opt for live Twitter feeds behind the speakers.
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