Planning your corporate holiday event in September? Actually, if you really wanted the event to be a success, you should have started a year ago. Dawn Henriksen, president of Details Event Planning + Design knows how important the early planning stages are when it comes to putting together a memorable holiday gathering. After two decades in the business she’s well versed in the time and commitment required to make corporate holiday events successful.
Q. Tell me about your company and what you do there.
A. I’ve been in the industry for 20 years, but decided to go out on my own in the last few years, and so we launched Details Event Planning + Design last October. About one third of our business is consulting with venue managers where we go on site, and over the course of a year, help them develop and grow. The second third of our business involves planning corporate events, and the last third is planning social events.
Q. How soon should planners begin planning their holiday gatherings?
A. A well-planned and well-executed event begins with having a strong handle on the budget. That means a long planning timeline of 12 to 18 months. Without budget in place, a planner will be limited when it comes to ideas and executing the planning. Also, if a planner waits until June or July to approach clients about a holiday party for the end of the year, the client will likely only allocate a bare minimum for the budget. That’s why a planner should first meet with the client as well as the people in charge of the budget the year before the event. After that, the planner should create an outline that includes what the client wants, the client’s vision, how many people they want to invite, etc.
The fine details of the event don’t need to be put in place until later, usually October if it’s an event planned for December. Of course, venues will already have been booked for more than a year by that time. A cost-effective alternative to consider is having a holiday event in January when venues are more affordable and guests are more available.
Q. What should a planner look for when considering a venue?
A. I love a venue where you know they’re really going to take care of you. That’s where a good venue manager makes all the difference between just an event and a really special event. After room size and logistics, take a look at the event manager. (Also, sometimes known as the director of catering.) You can network with people in the industry in town who can make recommendations or ask a firm like ours. We have a lot of connections and we can oftentimes obtain an industry discount for our clients.
Sometimes the biggest properties are not necessarily the most popular. What’s more, your venue doesn’t need to be a hotel. Personally, I like alternative venues. Places like sporting venues or even warehouse space that’s like a blank canvas which allows the planner to turn it into whatever they want. I also like restaurants that have access to outdoor space where we can create an event that’s like a mini-street or block party. Even in the winter, this can work with tents and space heaters.
Q. What’s trending in food for this holiday season?
A. Small plates are in and big, heavy catered meals are out. Unfortunately, small plates can be one of the most expensive options. In order to maximize a food budget, instead of displaying food we often have action stations that are chef attended. That way food is portioned out. Popular items include micro salads, soups, and comfort foods like gourmet mac and cheese.
Q. What about décor?
A. Anything to do with mason jars is going away. What’s really hot is lighting. There are a lot of interesting lighting options available that can transform a space. Best of all, they’re very affordable. Also, heavy table linens and chair covers are going away. For color, planners are using lots of neutrals with pops of color like bright blue, teal and bronze.
Q. Any other creative ideas your organization utilizes?
A. I really like functions where the planner finds a way to give back. This is an especially good fit for a holiday gathering. As the year ends, it’s a reflective and spiritual time for many. Incorporating a way to give back ties those feelings in with the event. For example, you could ask guests to bring a donation for a charity. Or, a large corporation could look for a way to help local small businesses in their communities.
Q. Any additional tips or advice?
A. Always start with a long-term vision. This gives you enough time to incorporate things you might not think of if you’re rushed, such as a photographer. Holiday events are festive and people tend to like to dress up, so a photographer is always a nice addition.
Also, be as specific as you can about dress code. Sometimes it can be hard for a guest to determine what’s meant by “casual.” Invitations should reflect the type of event it’s going to be.
Additionally, do a site visit early one. Meet face to face with the catering director, sketch out your floor plan, and ask for help if you need it.
In the end, it’s important for planners to create an itinerary, review everything with the caterer and vendors, and triple confirm to ensure a successful event.
