Post on 24-May-2018
Planner Boot Camp
Nick Hussein, GMS Professor, Central Michigan University – Hospitality
Department
Debbie Kopkau, MBA, CAE, CMP, GMS
Michigan School Business Officials
Michigan Institute of Educational Management
May 19, 2016
Overview
Timelines for Planning
Program Development
Choosing Your Format
Budgeting
Site Selection
Contracting
Specialized Services
Booking Speakers
Marketing Your Event
Exposition Management
Housing
Food and Beverage
Registration
Security
Printing Materials
Leading the Team
Onsite Management
Evaluating the Meeting
Billing
Emerging Trends
2
Did You Ever Have a Meeting
Like This?
3
https://www.youtube.com/watch?v=K7agjXFFQJU
Basics – Getting Started
4
http://www.conventionindustry.org/APEX/about-apex
Glossary of terms
BEO
Attrition
AV
Setups
Lav
Overall Timeline
Start 18 months out
Two month intervals
2 weeks out
1 week
Pre Conference
Meeting Day
Post Conference
5
Budgeting
History
Budget
Break-even point
Total fixed costs = # of attendees needed to break even
Registration fee - variable cost
Registration fee Total fixed costs + Variable Costs = Registration fee
# of attendees
Direct vs. Indirect Expenses
6
Request for Proposal (RFP)
Resume of Meeting
Meeting History
Budget
Agenda
Special Needs or Wants
Convention and Visitors Bureau
APEX RFP
http://www.conventionindustry.org/APEX/RFPWorkb
ook.aspx
7
Site Selection
Conducting a Site Selection
Tour like an attendee
Pictures of facility
Current/future condition of hotel
Questions during site visit
8
Specialized Services
Convention and Visitors Bureau (CVB) &
Destination Management Company (DMC)
One-stop shop
Know the area
Registration
Hotels in area
Other services
10
Booking Speakers
•Speaker bureau
•Members
•Convention and Visitors Bureau (CVB)
•Like groups
•Contracts with riders
Obtain Speakers
• Who owns
• Use Copyright logo
• Web access
Copyrights/Materials
• BMI
• ASCAP Music Licensing
11
Marketing Your Event
Marketing Plan
Social Networking
Blogs
Listservs
12
13
The Four Ps of the Marketing Mix
Product
Place
Promotion
Price
Marketing mix—the combination of the Four Ps used to develop action plans
and achieve marketing objectives for a target market.
15
The Scope of Exhibits and
Trade Shows
Exhibitions are live marketing events.
Exhibitions are a key element of most trade
conventions. Over 80 percent of annual trade
conventions include an exhibition.
Exhibitions provide associations with a way to
boost conference attendance and raise money.
Properties of any size can service exhibitions.
16
Types of Exhibits
Tabletop Exhibits
Used where space is limited or where there is a
limited number of exhibitors.
Area Exhibits
Exhibitor assigned a specific floor space for
displaying large, tall equipment or two-tier displays.
17
Types of Exhibits
Booth Exhibits
Most common exhibit.
A standard unit of exhibit space (usually 10 feet by
10 feet) occupied by an exhibitor.
Usually constructed with pipe and drape
(lightweight aluminum tubing draped with fabric to
create separate exhibit booths) or hardwall (solid
material such as plywood, plastic, etc.).
Booth types: standard, perimeter, peninsula, island
19
Key Trade Show Personnel
Trade Show Manager
First priority is to sell floor space to exhibitors
Most work directly for meeting group; others are
independent
Develops list of potential exhibitors
Markets the show to exhibitors and attendees
Contracts with exposition service company
Oversees logistics
Sends exhibitors the exhibitor prospectus in an effort
to influence participation
20
Key Trade Show Personnel
Exhibition Service Contractors
Provides general decorations for exhibit hall
Designs the exhibition floor plan
On-site coordination of show
Organizes and coordinates all services required to
set up the exhibit hall, including labor, plumbing,
electrical, cleaning, florists, booth personnel,
drayage, and setup and teardown
Generally charges the trade show manager a flat fee
for setup of booth
Charges exhibitor fees based on services supplied
21
Key Trade Show Personnel
Exhibitors
See trade shows as opportunities to demonstrate
products/services to key decision-makers
Receive an exhibitor service kit from the exhibition
service contractor
Rent floor space from the trade show manager
24
How Money Is Made
Hotels—sell exhibit space to convention organizers and
services to delegates
Convention organizers—resell space to exhibitors
Exhibitors—sell goods and services to delegates
Delegates—sell goods and services to their customers
Trade show managers—sell floor space to exhibitors
Exhibition service contractors/decorators—sell services to
trade show managers and exhibitors
Drayage companies—sell services to decorators and
exhibitors
25
Elements of Exhibit Planning
Scaled drawings
Layouts
Photo file
Timetable
Show hours and room
assignments
Labor regulations
Insurance
26
Exhibit Fees
Two categories of exhibition shows:
1. Exhibits held with a convention
This is the most common arrangement
Attendance is restricted to association members
Variables in determining rental fee charged to
group include: sleeping and meeting room
commitment, expected F&B revenue, repeat
business potential
27
Exhibit Fees
2. Exhibits held as part of a trade show
Often open to the public
Also termed a consumer show (home and
garden shows, travel shows, etc.)
The organizer makes a profit from sub-
leasing exhibit space
Hotels often charge higher rental fees for
space
28
Convention Shipping and Receiving
Concerns
Limited storage at property
Drayage companies store exhibits until move-in
Handling and storage paid by exhibitors or meeting
group
Shipping address should include name and dates of
event
Indicate a preferred shipping method
Incoming shipping costs: set policies for charges or
postage due
Food and Beverage
Food & Beverage
BEO Review
Trends
Profitability
Types of Meal Functions
Managing Attendance
Types of Food Service
Control Procedures and Staffing
Beverage Setup and Pricing
Liquor Liability
31
Sections of BEO
33
Contact Information
Schedule
Food and Beverage Arrangements
Audio Visual
Terms and Conditions
Signature Line
Trends in Banquet Food and Beverage
Meeting planners are more food savvy
Hotels seek to create a restaurant-quality
dining experience at banquets
Customized menus, choice of
entrée, action and testing stations,
and upscale presentation are popular
Meeting facilities are offering fresh,
healthy, locally grown, organic, and
nutritional foods to connect with the
trend toward green menus
34
Courtesy of Fairmont Hotels
35
Profitability of Banquets
Food and beverage is second only to
guestrooms in the amount of revenue it generates
The profit margin on banquet
sales is 35–40 percent
Banquet sales volume often
exceeds restaurant volume
by two to one
Banquets allow for flexible
pricing, while both food and
labor costs may be lower
Courtesy of InterContinental Hotels
36
Planning Food Functions
Types of Food Functions Breakfasts
Luncheons
Dinners
Dinners with entertainment and/or dancing
Coffee breaks
Receptions
Hospitality setups in suites, meeting rooms, or exhibit halls
Courtesy of Raffles Hotel Singapore
37
Changing Tastes
Healthier Foods
Low in calories, fat, and cholesterol
High in fiber and nutrition
Breakfast foods lighter/healthier
“Green” menus
promote organic,
locally grown choices
Refreshment breaks
are becoming
“energy” breaks Courtesy of InterContinental Hotels
39
Managing Attendance at
Food Functions
Firm menu prices are not quoted earlier than six months
prior to event
Planner initially will estimate attendance at a food
function
Early estimates of planners should be updated
periodically
Guarantee needed 48 or 72 hours in advance for ordering
purposes
Group generally guarantees to pay for a certain number
regardless of attendance
40
Overset safety margin of 5 percent is common.
For example, if guarantee calls for 200
attendees, hotel agrees to set for 5 percent over
and sets tables and chairs for 210
Require guarantees in writing
Attrition fees may be assessed if group fails to
meet its commitment
Ticket exchange is often used for final banquet
Managing Attendance at
Food Functions
41
Types of Food Service
Plate or American Service
Most common form of
banquet service
Food prepared in kitchen
and presented on guests’
plates
Russian Service
Food prepared in kitchen
Served from platters onto
guests’ plates
Courtesy of Fairmont Hotels and Resorts
42
Types of Food Service
English/Family-Style Service
Food brought to the table on platters or in bowls
Butler Service
Used at receptions
French Service
Food prepared tableside
on carts or a gueridon
Requires space between
tables for carts
Courtesy of Jumeirah Hotels and Resorts
43
Types of Food Service
Preset Service
First course on tables when guests arrive
Buffet service
Guests serve themselves from arrayed
choices
À la Carte Catering
Guests have choice of entrées
44
Function Room Issues
Choose location based on type
of function, location of other
functions, traffic, kind of
seating, and lighting
Ensure enough time for setup,
breakdown, and cleaning
Ensure that noise will not
disrupt functions
Courtesy of Jumeirah Hotels and Resorts
45
Control Procedures and Staffing
Control Procedures
Meals: usually charge per person
Hotels must establish a head count procedure to
determine the actual number of meals served
Count coupons or tickets at door or table, or count
dishes
Coffee breaks or hospitality suites: charge per cup or
gallon of coffee, per piece or tray of Danish
Complimentary hors d’oeuvres allow higher meal and
drink charges
Labor charges and setup costs added to small-function
bills
46
Control Procedures and Staffing
Staffing
One server per 20 guests
As little as one server per 10 if price and
service warrant it
One captain for every 10 to 12 servers
One server per 16 guests with wine service
One server per 30 to 40 guests for buffets
47
Two Ways of Handling
Food and Beverage Service
Uniserve
All arrangements for function space and F&B
made through one service contact—the
convention service manager.
Duoserve
F&B responsibilities separated from scheduling of
function space. Meeting planners must work with
a banquet/catering department for their F&B
requests, and with the convention services
department for their function room needs.
48
Beverage Service Setups and Pricing
Methods
Types of Beverage Service
Host bar/open bar
Cash bar/no-host bar
Coupons or tickets at no-host bar
Captain's bar
Pricing Methods
By the person: flat rate for a specified time
By the bottle: includes opened bottles
By the drink: include labor charge and use standard drink
sizes
49
Hospitality Suites and Brands
of Liquor
Hospitality Suites
Used by exhibitors and for good will
Policy on liquor from outside (corkage)
Union regulations
Brands of Liquor
House brands—standard
Call brands—by request only
Premium brands—most expensive liquors
Prices for house and call brands may be the same or
different
50
Beverage Control Systems
Procedures
Maintain formal procedures
Stock 25 percent more than group’s estimated
consumption and return excess to stockroom
Marrying beverage service stations—closing bars in
staggered order, moving partials from one bar to
another
Host Bar Control
Easiest—no cash exchange
Opened bottles returned to stock or sold to group
51
Beverage Control Systems
Cash Bar Control
Requires rigid controls
Use cashier, not bartender, for cash handling
Coupon or Ticket Bar Control
Need for cashier depends on when tickets are sold
Automated Bars
Prevent overpouring
Bartender still required for blended drinks
Most units take only 8 bottles
Lends a mechanical atmosphere to cocktail receptions
52
Liquor Liability and Staffing
Liquor Liability
Many states have dram shop laws
Must take responsible care in serving alcohol
Staffing
One bartender for every
75 to 100 people
One bar back for every
three bartenders
Open bar stations farthest
from entrance first
Staff one waiter for every
50 people for food receptions
Courtesy of Mandarin Oriental Hotel
Geneva, Switzerland
53
Post-Function Actions
If billing is per person, tally guests
served and have planner acknowledge
total
Tally unopened bottles and bottles to
be returned for credit; have planner
acknowledge totals
If billing is not through master
account, bills should be paid when
totals are certified
54
Food and Beverage Service at
Smaller Properties
Role of Catering Manager
Can be responsible for sales as well as
coordinating F&B in smaller properties
Small property’s catering manager usually
does not have authority over rooms
Large property’s catering manager usually
handles only F&B
55
Food and Beverage Service at Smaller
Properties
Servicing and Selling Smaller properties use uniserve
Catering manager may be in charge of
function book at small property
The danger of double-booking
Communication and Cooperation
Needed More so in small properties because
departments are more autonomous
Small properties should still use
specification sheets
Audio Visual (AV)
AV Equipment
Lectern vs. podium
Microphones
Screens
AV cart vs. table
Projectors
Internet
56
58
Types of AV Equipment
Sound Systems
Amplifier
Microphones: lavaliere,
unidirectional,
standing, roving, cordless/wireless,
table
Mixer board
59
Types of AV Equipment
Lighting
Profile spots
Follow-spots
Floodlights
Special effects lighting
Intelligent lighting
60
Types of AV Equipment
Projection Screens
Types: fast-fold, tripod, wall/ceiling
Surfaces: glass-beaded, matte-surface,
lenticular
Formulas/rules: five feet rule, two by eight
rule
61
Types of AV Equipment
Slide Projectors
Carousel
Dissolve unit
Overhead Projectors
Rearview Projection
Motion Picture Film Projectors
62
Types of AV Equipment
Videotape and DVD Projectors
DVD, VHS, Betacam, Beta SP, U-Matic or
Industrial, broadcast video, Video 8
Projection Systems for Computer Presentations
Projector Stands
Multimedia Presentation Equipment
Simultaneous Interpretation Facilities
Virtual Conferencing Equipment
Spare Parts
Other Projection Devices
66
More Types of AV Equipment
Projection Systems for Computer Presentations
Liquid crystal display (LCD)
Computer projectors
Projector Stands
Multimedia Presentation Equipment
Slide/sound synchronizer
Dissolve unit
67
More Types of AV Equipment
Simultaneous Interpretation
Virtual Conferencing
Spare Parts
Other Projection Devices Chalkboards
Whiteboards (Panofax, Gemini Blackboard)
Flip charts
Pointers/Presenters
Personal computers
Courtesy of Tandberg
Web or Online Training
https://www.youtube.com/watch?v=su79nHfs26Y
68
69
Factors to Consider in
Pricing AV Services
Competition
Availability of outside firms
Number of guestrooms occupied
Extent of food and beverage
functions
Amount invested in equipment
70
The Impact of Union Regulations on
AV Services
What do you need to know about union
regulations?
A violation can lead to a work stoppage
in the middle of a convention.
Setups
Meeting Room Setups
Theatre style
Classroom style
Banquets
Reception
Hollow square/U-shape
Trade show
71
72
Function Room Assignments
Timing
Tentative assignments at point of booking
Definite assignments at least 60 days before
event
Some planners require definite assignments in
contracts
73
Function Room Size and
Layout
Use these criteria for choosing a size in room assignment:
Expected number of attendees
Room setup
AV equipment
Lectern or head tables
Clothes racks, props, tables, or handouts
Coffee service
74
Function Room Size and
Layout
Put similar meetings back to back.
Remember additional items for meeting
rooms:
Pads and pencils
Water glasses and pitchers
Place cards
Handout materials
75
Meeting Room Plans
PCMA certifies the accuracy of meeting space
Capacity charts with dimensions and scaled
drawings of meeting space are required by
planners
Computer-assisted design (CAD) programs are
used by most hotels
CSMs should be aware of Americans with
Disabilities Act guidelines when preparing meeting
room plans
78
Setup, Breakdown, and Function
Room Charges
Timetable for Setup and Breakdown
Allow enough time
Put like meetings in same room to avoid extra charges
79
Function Room Charges
Function Room Charges
Vary by property and according to amount of business the group brings
Can be used to compensate for discounted guestroom rates
Maintain a firm list of rates
Many properties have sliding scales based on guestroom pickup
Charge for function rooms if guestroom revenue does not cover setup, cleanup, and teardown costs
If a group uses enough guestrooms, there is often no charge for function rooms
80
Release Dates, Multiple Groups,
and Employee Procedure Manuals
Release Dates
Necessary to allow your property to sell the
space with some lead time should the group not
book as anticipated
Set in letter of agreement or contract
Simultaneous Meetings
Most properties host more than one group at a
time
81
Release Dates, Multiple Groups,
and Employee Procedure Manuals
Use of Function Rooms by Others
Avoid booking competing groups for the same time
Planners may want control of space
Small property’s advantage of being able to accommodate only one group at a time
Employee Procedure Manuals
Includes meeting room setups and setup procedures
House person training and job description
Update periodically to include new furniture, equipment, and procedures.
82
Scaled Drawings and Function Room
Furniture
Scaled Drawings
Have one of each function room for in-house use
Include much detail
Include doors, windows, pillars, elevators, electrical outlets, and
obstructions
Include ceiling height and capacity in the most popular setups
83
Scaled Drawings and Function Room
Furniture
Function Room Furniture
Criteria: strength and durability, ease of handling, ease of
storage, flexibility, comfort
Chairs
Tables: Velcro-backed draping, snap-drape skirting
Platforms: use carpeting and skirting if platforms are worn
Lecterns: table and floor; permanent light fixtures; built-in
speakers; AV controls
86
Auditorium or Theater Setup
Chairs set up in rows facing the speaker
First row should be 6 feet from edge of head
table or platform
Center aisle most common, but use of two
aisles increasing
Aisle size regulated by code: usually 6 feet for
large groups; 4 or 5 feet for smaller groups
Variations on theater style: semicircular with
center aisle; V-shaped
87
Auditorium or Theater Setup
Benefits:
- Perfect for shorter presentations, seminars, lectures, and Q & A’s
- Best suited for presentations that require more elaborate A/V technology
Best meeting uses:
- Teaching/training
- Lecture/presentation
- Team-building
- Executive presentation
- Seminar
- Workshop
88
Theater Setup • Seats are in rows facing the stage area, no tables.
• Benefits:
- Perfect for shorter presentations, seminars, lectures and Q&A’s
- Best suited for presentations that require more elaborate A/V technology
• Best Meeting Uses:
- Teaching/Training
- Lecture/Presentation
- Team Building
- Executive Presentation
- Seminar
- Workshop
Stage
89
• Rows of tables with chairs face the front of a room and each person has a space for writing or using a computer.
• Benefits:
- A classical approach for both large and small seminars and training programs where attendees need work space for notes
- Lends itself to a Q&A session with the facilitator rather than interactive discussion between participants
• Best Meeting Uses:
- Teaching/Training
- Lecture/Presentation
- Executive Presentation
- Seminar
Stage
Schoolroom Setup
This PowerPoint slide courtesy of Ann Koralewski, CMP, CGMP, University of Florida Conference Department.
91
Chairs are arranged in rows slanted in a V shape and separated by a center aisle. They face the head table or speaker.
Benefits:
- Productive large group setup with speaker as focal point
- Increased eye contact between the group and the speaker
Best Meeting Uses:
- Teaching/Training
- Lecture/Presentation
- Discussions/Negotiations
- Executive Presentation
- Seminar
- Conference
Stage
Chevron Setup
92
Crescent Rounds Setup • Round tables arranged to
maximize seating requirements for a variety of purposes.
• Benefits:
- Ideal for meal-centered meetings and banquets encouraging business and socialization for any size group
- No back is facing the speaker
- Less elbow room than a cluster
• Best Meeting Uses:
- Meeting w/ meal
Stage
94
V-Shape Theater Setup
• Seats are in rows facing the stage area, no tables.
• Benefits:
- Perfect for shorter presentations, seminars, lectures and Q&A’s
- Best suited for presentations that require more elaborate A/V technology
• Best Meeting Uses:
- Teaching/Training
- Lecture/Presentation
- Executive Presentation
- Seminar
- Workshop
Stage
96
U-Shape Setup • Series of tables set up in the shape
of the letter U with chairs set all around on one or both sides.
• Benefits:
- Promotes an open forum for smaller groups of up to 40 people
- All participants are able to make direct eye contact with one another
• Best Meeting Uses:
- Teaching/Training
- Meeting w/ Meal
- Discussion/Negotiations
- Team Building
- Conference/Exchange
- Brainstorming
Stage
97
Hollow-Square Setup
Tables set in a square (or rectangle) with chairs placed around the outside of the table. Center (inside) table is hollow.
Benefits:
- Facilitates group discussions and brainstorming but can also accommodate the agendas of multiple speakers
- Works for both small and mid-size groups utilizing various technology
Best Meeting Uses:
- Board Meeting
- Discussion/Negotiations
- Team Building
- Conference/Exchange
- Brainstorming
Stage
This PowerPoint slide courtesy of Ann Koralewski, CMP, CGMP, University of Florida Conference Department.
99
Boardroom Setup • Rectangle or oval shaped tables are set up with chairs on both sides and ends.
• Benefits:
- A formal executive level set-up designed for meeting with one primary facilitator
- Good space for a comfortable working session, as well as food and beverage
- Ample room for teleconferencing and visual presentations
• Best Meeting Uses:
- Board Meeting
- Lecture/Presentation
- Executive Presentations
- Conference/Exchange
- Brainstorming
101
Monitoring Function Room Usage
Calculate cost of leaving function space unused
Track the following:
Function room occupancy by meal period
Types of functions
Use of guestrooms by function groups
Popularity of individual banquet menu items
Sales revenue per square foot of function space
Average banquet check by type of function
Pattern of unused times and days
Average number of persons by type of function
Registration
Onsite Registration
First impression of conference
Layout of registration materials
Avoid long lines
Directional signs
Stanchions
Placards for last name registration
103
Printed Materials
Name tags
Conference bags
Pens
Programs
Exhibitor Contracts
Member directories
Session Materials
105
Leading the Team
Develop job descriptions
Put people in charge
Follow protocol
Walk-through conference duties
Contingency Plans
Emergency Plan
106
Onsite Management
Plan of Action
Copies of plan to registration desk and
others on the floor
Staff Behavior
CSE – Runs Meeting
Access to Intros of speakers
Meeting resume
Meeting plan/BEOs
107
Convention Billing and Post
Conference Review
Billing
Master Account
Gratuities and Service Charges
Post Con Review
109
110
Convention Billing
All billing instructions must be detailed in the resume
Avoid surprise billing charges by communicating early and openly on billing arrangements
Two key forms for communicating billing charges:
1. Master Account Billing Authorization
2. Rates and Changes
115
Master Account
Authorized signers should be noted in the resume.
A rates and charges bulletin communicates to attendees
what charges they are responsible for.
Meeting planners often request a meeting with the
accounting office prior to the start of the convention.
Daily meeting debriefings are often held to review
itemized charges. May be signed by meeting planner each
day.
All charges posted to the master account must have
backup, including invoices, signed checks, and BEOs.
116
Time of Payment
Payment Schedule
Depends on property, credit and reputation of
group, group’s history, frequency of business
Delayed payment can hurt hotel’s cash flow
Usual Payment Schedule
1. Deposit when contract is signed
2. Pre-convention payment on agreed-upon date
3. Payment during convention
4. Final payment after event
117
Gratuities and Service Charges
Four Categories
1. Gratuities for hourly employees
2. Service charges for group functions and
banquets
3. Blanket service charges
Added to room charge
Total is distributed to service personnel
Attendees tip only once
4. Gratuities for managers – strictly voluntary
120
Post-Convention Review
Two Review Sessions
Intra-staff review with hotel staff
Postconvention review with meeting planner and hotel staff
Comparison with Projections
Guestroom pickup: number and type
No-shows and overbooking problems
Early and late departures
Compare figures with those from past meetings
121
Post-Convention Review
Function Attendance
Many hotels now use the Post-Event Report (PER)
Feedback on Special Services
Room service, restaurants, athletic facilities, elevator
service, telephone operators, front desk clerks
Comments from Individual Guests and Hotel Staff
Final Appraisal
Prevent problems from recurring
Emerging Trends
Digital Tools
Materials available electronically
Ethical principles
FAM trips
Free site inspections
Gifts
Rebates/Points
Legislative and Regulatory
Travel
123
Emerging Trends (Cont)
Economic downturns/up swing
Purchase on consumption
Timing of events
Placement of food
Multi-year contracts
APEX – Accepted Practices Exchange -
http://www.conventionindustry.org/St
andardsPractices/APEX.aspx
124
Planner Boot Camp
Debbie Kopkau, MBA, CAE, CMP, GMS
dkopkau@msbo.org
517.327.2587
Nick Hussein, GMS
nhussein5@gmail.com
989.615.1254
126
Questions?