By all means listen to the brief and of course do what you can to deliver against it but remember through it all… YOU ARE THE EXPERT! As a venue manager you know what will work in the space and what won’t; as a caterer you know what guests want to feast on at the end of a hard night’s drinking and dancing; and as an event furniture hire expert we’re pretty good at finding a balance between what looks good and what’s practical.
And so, whilst I would certainly urge you to be polite and accommodating in your approach, don’t be afraid to question and offer up advice rather than just doing the do.
Know your audience
The story about the 100 burly rugby players switching off for the season with mani-pedis and prosecco may have been a bit of fun, but the message behind it is pretty important.
We’ve all heard the saying ‘men are from Mars, women from Venus’ (or venue, given the context of the article), but increasingly the gender lines are being blurred and people are looking to shake things up a bit.
stations for hire?) than discussing flower arranging.
A perfect example would be all of those super trendy mud runs targeted at ladies which offer a whole new approach to a girly weekend away – combining dirt with drinking, and hair crimping with camping. Think muddy assault course followed by champagne and canapes. Genius!
I suppose what I’m trying to say is get to know your audience before making assumptions about the type of event that might float their boat.
You may find that the attendees at the annual village fete are more interested in a red carpet than ‘whack a rat’ this year, or perhaps the ladies at the regular Women’s Institute gathering are more concerned about charging their i-phones (did I mention we have charging
Trust your team
Surrounding yourself with trusted team members that not only do as they are asked, but consistently go above and beyond in order to deliver what you need, when you need it, is key to the success of any event.
Not only will it give you the reassurance that things will go off without a hitch (and if it doesn’t, you know they’ve got your back!), but it will also give you the headspace and extra eyes, ears and ideas to help you really get under the skin of a brief and think about your perhaps less than obvious audience and what they need.
After all, in the words of author John Gray, the brain behind Men Are from Mars, Women Are from Venus; ‘we are unique individuals with unique experiences’. Why not utilise those experiences in order to create a thoroughly unique experience for yourself, your client and their guests.
Contact details:
Helen Lowe, Events & Marketing Manager, Europa International
helen.lowe@europainternational.com www.europainternational.com/via Twitter: @Europa_Int
SEPTEMBER 2017 13
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