Special events event leadership for a new world fourth edition by dr joe goldblatt

1247.fm 8/16/04 5:00 PM Page iii SPECIAL EVENTS EVENT LEADERSHIP FOR A NEW WORLD FOURTH EDITION DR JOE GOLDBLATT, CSEP JOHN WILEY & SONS, INC 1247.fm 8/16/04 5:00 PM Page vi 1247.fm 8/16/04 5:00 PM Page i SPECIAL EVENTS 1247.fm 8/16/04 5:00 PM Page ii THE WILEY EVENT MANAGEMENT SERIES SERIES EDITOR: DR JOE GOLDBLATT, CSEP Special Events: Event Leadership for a New World, Fourth Edition by Dr Joe Goldblatt, CSEP Dictionary of Event Management, Second Edition by Dr Joe Goldblatt, CSEP, and Kathleen S Nelson, CSEP Corporate Event Project Management by William O’Toole and Phyllis Mikolaitis Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions by Leonard H Hoyle, CAE, CMP Event Risk Management and Safety by Peter E Tarlow, PhD Event Sponsorship by Bruce E Skinner, CFE, and Vladimir Rukavina, CFE Professional Event Coordination By Julia Rutherford Silvers, CSEP The Complete Guide to Event Entertainment and Production By Mark Sonder, MM, CSEP The Guide to Successful Destination Management By Pat Schaumann, CMP, CSEP Sports Event Management and Marketing Playbook By Frank Supovitz 1247.fm 8/16/04 5:00 PM Page iii SPECIAL EVENTS EVENT LEADERSHIP FOR A NEW WORLD FOURTH EDITION DR JOE GOLDBLATT, CSEP JOHN WILEY & SONS, INC 1247.fm 8/16/04 5:00 PM Page iv This book is printed on acid-free paper ᭺ ∞ Copyright © 2005 by John Wiley & Sons, Inc All rights reserved Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 750-4470, or on the web at www.copyright.com Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, e-mail: permcoordinator@wiley.com Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose No warranty may be created or extended by sales representatives or written sales materials The advice and strategies contained herein may not be suitable for your situation You should consult with a professional where appropriate Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002 Wiley also publishes its books in a variety of electronic formats Some content that appears in print may not be available in electronic books For more information about Wiley products, visit our web site at www.wiley.com Library of Congress Cataloging-in-Publication Data: Goldblatt, Joe Jeff, 1952– Special events : event leadership for a new world / Joe Goldblatt.—4th ed p cm Includes bibliographical references ISBN 0-471-45037-5 Special events—Management I Title GT3405.G65 2005 394.2—dc22 2004008519 Printed in the United States of America 10 1247.fm 8/16/04 5:00 PM Page v DEDICATION For nearly 25 years, she has walked into her first-grade classroom and gently helped her little caterpillars become beautiful butterflies In the chrysalis that is her classroom, these young minds learn to think and feel When they confidently fly away to second grade, they take with them sweet memories of her kindness, integrity, and determination She is my teacher, friend, and counselor She has shared the major special events of my life and I have shared in hers My life is continually enriched by her presence This fourth edition of Special Events: Event Leadership for a New World is dedicated with love and gratitude to a leader who inspires both young and old, my beloved sister, Leah Goldblatt Lahasky 1247.fm 8/16/04 5:00 PM Page vi “Remember that life is a celebration or can be a celebration One of the most important things is to teach man how to celebrate.” Abraham Joshua Heschel, “Who is Man?” “Between God and Man,” New York: The Free Press, 1959 1247.fm 8/16/04 5:00 PM Page vii CONTENTS FOREWORD PREFACE xi xv Part One THEORY OF EVENT LEADERSHIP Chapter WELCOME TO EVENT LEADERSHIP FOR A NEW WORLD Chapter MODELS OF GLOBAL EVENT LEADERSHIP 37 Part Two EVENT ADMINISTRATION 67 Chapter DEVELOPING AND IMPLEMENTING THE EVENT PLAN Chapter MANAGEMENT OF HUMAN RESOURCES AND TIME Chapter FINANCIAL ADMINISTRATION Chapter EVENT LEADERSHIP 69 117 129 157 Part Three EVENT COORDINATION Chapter MANAGING VENDOR CONTRACTS Chapter ON-SITE MANAGEMENT Chapter ACCOMMODATING SPECIAL NEEDS 169 171 203 259 vii 1247.fm 8/16/04 5:00 PM Page viii viii CONTENTS Part Four EVENT MARKETING 269 Chapter 10 ADVERTISING, PUBLIC RELATIONS, PROMOTIONS, AND SPONSORSHIP 271 Chapter 11 ONLINE MARKETING 305 Part Five LEGAL, ETHICAL, AND RISK MANAGEMENT 313 Chapter 12 RISK MANAGEMENT: LEGAL AND FINANCIAL SAFEGUARDS 315 Chapter 13 MORALITY, LAW, AND ETHICS IN EVENT MANAGEMENT 341 Part Six TECHNOLOGY AND PROFESSIONAL DEVELOPMENT 353 Chapter 14 TECHNOLOGY FOR MODERN EVENT MANAGEMENT Chapter 15 ADVANCING YOUR CAREER IN THE TWENTY-FIRST CENTURY 367 Chapter 16 CASE STUDIES IN TWENTY-FIRSTCENTURY EVENT LEADERSHIP 397 APPENDIX ORGANIZATIONS AND RESOURCES APPENDIX INTERNET SITES APPENDIX REFERENCES 433 APPENDIX PERIODICALS 445 APPENDIX DIRECTORIES 449 APPENDIX AUDIO AND VIDEO RESOURCES APPENDIX SOFTWARE APPENDIX SAMPLE CLIENT AGREEMENT APPENDIX SAMPLE VENDOR AGREEMENT 419 429 453 455 APPENDIX 10 SAMPLE CATERING MENUS 457 461 465 APPENDIX 11 SAMPLE INSURANCE CERTIFICATE 469 355 1247.col-ins 8/17/04 3:58 PM Page Imagination Entertainment performing Eide at Event Solutions Expo 2003 Spotlight Awards Photo by MH Concepts, courtesy of Event Solutions Fire & Ice by Galaxy Productions at Event Solutions Expo 2002 Showcase Event Photo by MH Concepts, courtesy of Event Solutions 1247.col-ins 8/17/04 3:58 PM Page Amateur sport events must provide thorough tisk management, safety, security, and other resources to ensure that both spectators and athletes achieve a winning experience every time the starting pistol is fired Photograph courtesy of Monica Vidal 1247.col-ins 8/17/04 3:58 PM Page Kleege Industries and Professional Event Solutions produced this mammoth stage for the Matrix Theme Event at Event Solutions Expo 2003 Showcase Event Photo by MH Concepts, courtesy of Event Solutions Stunning décor and video backdrop at Event Solutions Expo 2002 Spotlight Awards Photo by MH Concepts, courtesy of Event Solutions 1247.col-ins 8/17/04 3:58 PM Page Another human milestone is celebrated by thousands of students, friends, and family at this annual commencement ceremony Photograph by Joseph V Labolito, Temple University 1247.col-ins 8/17/04 3:58 PM Page Dramatic lighting and clear site lines promote “The Mystic Powers of Atlantis” incentive program event for Viasys Healthcare Inc at Atlantis, Paradise Island, Bahamas Produced by Harith Productions Ltd Photograph courtesy of Harith Productions Ltd., Philadelphia, Pennsylvania Street Celebration in Singapore Courtesy of PhotoDisc, Inc 1247.col-ins 8/17/04 3:59 PM Page The placement of flags, seating of dignitaries, and other protocol considerations rely on the ancient rule of precedent Global event managers must conduct research to determine proper seating, location of flags, and handling of other symbolic elements Event venue: International Trade Center, Washington, DC Photograph courtesy of Monica Vidal 1247.col-ins 8/17/04 3:59 PM Page A myriad of special effects were employed at the Event Solutions Expo 2003 Opening General Session Photo by MH Concepts, courtesy of Event Solutions Image events created a complete Latin-themed room at Event Solutions Expo 2002 Showcase Event Photo by MH Concepts, courtesy of Event Solutions 1247.col-ins 8/17/04 3:59 PM Page At Geneva, Switzerland’s European Incentive Business Travel Market (EIBTM) international trade show a chef demonstrates how to use all the senses to draw a crowd to discover the country of Belgium through the making and sampling of delicious chocolate Photograph courtesy of Monica Vidal 1247.col-ins 8/17/04 3:59 PM Page 10 Creative lighting effects at Event Solutions Expo 2003 Spotlight Awards Photo by MH Concepts, courtesy of Event Solutions A ceremonial marching band performs in Austria Courtesy of Corbis Digital Stock 1247.col-ins 8/17/04 3:59 PM Page 11 The Washington, DC Opera Ball demonstrates how dramatic lighting projections create the proper mood, atmosphere, and sense of anticipation for exciting experiences to follow Photograph courtesy of Monica Vidal 1247.col-ins 8/17/04 4:00 PM Page 12 Traditional Native American dance performance celebrates indigenous culture at a social event in Phoenix Photo by Carolyn S Baragona 1247.col-ins 8/17/04 4:00 PM Page 13 Design Cuisine of Washington, DC creates an elegant social event through a seamless blend of rentals, swaged ceiling linens, and candelabra Photograph courtesy of Monica Vidal 1247.col-ins 8/17/04 4:00 PM Page 14 Laser Fantasy testing their laser lights before a major event Photo courtesy of Laser Fantasy All the event elements are in place for the 2003 Phoenix Open Photo by Carolyn S Baragona 1247.col-ins 8/17/04 4:00 PM Page 15 Intimacy is achieved in Washington, DC’s International Trade Center’s cavernous venue through the use of video projection and a camera boom to pan, tilt, and zoom in for upclose and personal moments Photograph courtesy of Monica Vidal 1247.col-ins 8/17/04 4:01 PM Page 16 Innovation and creativity are needed to capture the guests imagination as demonstrated by these underwater divers promotion of “The Mystic Powers of Atlantis” incentive program event for Viasys Healthcare Inc at Atlantis, Paradise Island, Bahamas Produced by Harith Productions Ltd Photograph courtesy of Harith Productions Ltd., Philadelphia, Pennsylvania ... wish to acknowledge the following leaders whose talents have greatly enhanced the fourth edition of Special Events: Richard Aaron, CSEP, CMP Iman Farid Ansari Carolyn Baragona John Baragona Karen... for a New World, Fourth Edition by Dr Joe Goldblatt, CSEP Dictionary of Event Management, Second Edition by Dr Joe Goldblatt, CSEP, and Kathleen S Nelson, CSEP Corporate Event Project Management... called party planners Still, my father was planning parties long before he was managing events, and even his major events retained the unmistakable air of a party The Xerox Corporation™ is about