Events Exposed: Managing and Designing Special Events

Award–winning event planner Lena Malouf shares the secrets ofmanaging successful special events from business essentialsto design inspiration

Events Exposed offers straightforward advice on operatinga successful event planning business, gleaned from Lena Malouf′smore than 45 years in the industry. With expert guidance onidentifying potential clients, developing strategies and proposals,setting budgets, coordinating with contractors, and much more, itcovers virtually everything the modern special events professionalneeds to succeed. In addition to the business side of eventplanning, Events Exposed includes an entire section focusedon event design, including tabletop, ceiling, and wall décor,as well as thematic concepts and creative ways to bring thosethemes to life. With beautiful full–color photos and expert insighton both the management and creative sides of event planning, thisis the ideal reference for aspiring and working industryprofessionals.

Foreword by Lisa Hurley, Editor at Special Events Magazineix

Preface xi

Acknowledgments xv

PART ONE: All About BUSINESS

Point 1 You and the Events Business 3

Point 2 Develop Your Strategy 9

Point 3 Meet the Client 15

Point 4 Build the Business 21

Point 5 Venue Essentials 35

Point 6 Manage the Money 71

Point 7 Present the Proposal 87

Point 8 The Event Cabinet 101

PART TWO: All About DESIGN

Point 9 Tabletops and Other Décor Props 125

Point 10 Creative Event Concepts 149

Point 11 Burst into Weddings 195

Appendix: Understanding Our Clients and Staff Better: FourBehavioral Styles 213

Select Resources 223

Index 229

Lena Malouf (CSEP, AIFD) was recognized in 2010 with the event industry′s highest honor, the prestigious Lifetime Achievement Award from The Special Event organization, for her contribution of excellence to the international events industry. Malouf was the founding president of the Australian Chapter of the International Special Events Society (ISES) and later served as the international president of this global organization. Her illustrious career began in commercial floristry and later branched out into event management and design. Malouf has planned events for countless celebrity, royal, and corporate clients, and continues to travel worldwide to share her knowledge and expertise through university lectures, dynamic stage presentations, event company consultancy, and mentoring aspiring business owners.