The function of this group is to see that sufficient planning and preparation have taken place to ensure a smooth-running event. Because the event occurs in “real time,” with no rehearsal and no opportunities to do it again, all logistical issues and problems have to be solved, mentally, before they happen. On-site management is responsible for such mundane, but necessary, items as the following:

• Portable sanitation facilities;
• Tents;
• Lighting;
• Security and crowd control;
• Audio systems;
• Fencing;
• Bleachers;
• Tables and chairs;
• Paper towels and toilet paper; vTraffic control;
• VIP treatment;
• Banners and signage;
• Communications;
• Sponsor liaison;
• Food handling and distribution;
• Staging, lighting;
• In short, anything that is on-site!

On-site workers should do a pre-event survey to determine any problem areas and how to most efficiently lay out the event. Then, 12 hours before the event, do another survey to ensure nothing has changed. On-site staff are usually at the event many hours before its official opening: tents, chairs, and other physical setups do not go up quickly (or easily!), and there are always last-minute details that need attention before the successful start of the event. They are also usually the last ones on-site, long after the event is over, tending to the cleanup operation and overseeing the return of all rented equipment. Their primary objectives are to return the site to its original pre-event condition and see that all contracted and purchased goods are returned intact.

Time Line

This timeline will be presented on a month-by-month basis to help you develop your own event strategy. Keep in mind that it is an ideal strategy; real world sometimes is different!

• 12 months before your event
  • Develop your event strategy, set date, times and rain date;
  • Decide what your event components will be (food? entertainment? rides: crafters? what?);
  • Take inventory of your event ... what you have that will benefit sponsors and media partners; develop your sponsorship fact sheet; start soliciting media partners and sponsors.
• 11 months before your event
  • Start your volunteer recruitment;
  • Continue sponsorship solicitation;
  • Develop media list with contact names, addresses, telephone numbers, e-mail addresses, fax numbers, deadlines, etc.;
  • Develop your marketing plan (posters? flyers? banners? table tents? PR plan?).
• 10 months before your event
  • Apply for community funding;
  • Apply for all your permits (site, banners, etc.);
  • Continue sponsorship solicitation;
  • Send out first press release and public service announcement to print and electronic media, announcing event;
  • Contact local, regional and national tourism offices to get onto their date calendars;
  • Start soliciting talent if you are having entertainment;
  • Prepare vendor solicitation forms (food, crafters, commercial displays);
  • Place ads in Sunshine Artists and other crafter publications, notifying them of your event and how to get an application.
• 9 months before your event
  • Develop an event handbook, who does what;
  • Start volunteer training;
  • Continue sponsorship solicitation;
  • Solidify your media partnerships.
• 8 months before your event
  • Contact fire, police, first aid and sanitation departments to explain event and get their cooperation/participation;
  • Continue soliciting and selling sponsors;
  • Do first vendor mailing (food, crafters).
• 7 months before your event
  • Do second public relations mailing;
  • Start contacting radio and TV for interviews to promote your event;
  • Submit magazine articles re: your event;
  • Do site survey.
• 6 months before your event
  • Order tents, staging, sanitary facilities ... all on-site materials needed to produce your event;
  • Establish volunteer responsibilities;
  • Do third press release;
  • Develop event-specific website (hyperlink to your current site);
  • Meet with current sponsors to discuss the involvement of their PR people.
• 5 months before your event
  • Develop collateral material (posters, flyers, banners, table tents, etc.);
  • Continue sponsorship solicitation;
  • Complete talent negotiations and solicitations; mail contracts, deposit checks, confirmations to talent;
  • Continue public relations activity.
• 4 months before your event
  • Solicit PR material from sponsors, talent and vendors;
  • Continue sponsorship solicitation;
  • Continue public relations activity;
  • Print all collateral material.
• 3 months before your event
  • Do an event review ... what's missing? Not enough money? Not enough volunteers? Not enough vendors? Talent cancellations? Decide what areas need greater effort on your part.
  • Continue sponsorship solicitation;
  • Continue public relations activity.
• 2 months before your event
  • Send sponsor, vendor, food and talent confirmation letters;
  • Continue PR activity;
  • Order volunteer t-shirts;
  • Develop media partners collateral material (if doing an advertorial, write copy for them; if radio partners, provide them with the appropriate sponsor tags and event copy; if cable or TV partners, provide them with event spots).
• 1 month before your event
  • Put up street banner;
  • Distribute collateral material;
  • Put up table tents;
  • Re-confirm talent;
  • Increase PR activity;
  • Meet with volunteers and give assignments;
  • Re-confirm on-site support services (tents, sanitation facilities, staging, lighting, etc.);
  • Re-confirm municipal services (police, fire, sanitation, etc.);
• One day before your event
  • Do final site survey and walk through;
  • Re-confirm all services (tents, port-a-potties, etc.);
  • If an outdoor event, check the weather channel;
  • Alert local police and Chamber of Commerce as to contingency plan if bad weather;
  • Pray!

This article is repreinted with the permission of Sylvia Allen, President of Allen Consulting, Inc., an internationally recognized sponsorship and event marketing firm located in Holmdel, NJ. A much sought after speaker and sponsorship "guru", Sylvia has published a book on sponsorship - HOW TO BE SUCCESSFUL AT SPONSORSHIP SALES, produced a video - THE 12 STEPS TO SPONSORSHIP SUCCESS, and published The Sponsorship Newsletter, a monthly publication that is in its sixth year of pubication. Of course, she has done lectures on sponsorship all over the country - to rave reviews!

You can reach her at 732-946-2711 to discuss booking a seminar or via e-mail at sylvia@allenconsulting.com. You can order her book, videotape and/or newsletter by visiting her website at http://www.allenconsulting.com or give her a call.