Judy Allen is highly regarded as an expert in the field of event planning. She is founder and President of Judy
Allen Productions, a full-service event planning production company that specializes in consulting on strategic
event design, as well as in designing, producing, and orchestrating special events worlwide.
Judy has created special events in over thirty countries for up to 2,000 guests at a time. She has designed and
produced memorable events such as Michael Eisner's theatrical premiere for Disney's Beauty and the Beast, and coordinated
Norman Jewison's 25th anniversary celebration for Fiddler on the Roof. The events she has done range from very
exclusive VIP events to multimillion-dollar, multimedia extravaganzas such as new car product launches. Judy has
been involved not only in event design, but also in multimedia stage production and show flow.
Judy is the author of Event Planning: The Ultimate Guide to Successful Meetings, Corporate Events, Fundraising
Galas, Conferences, Conventions, Incentives and Other Special Events (John Wiley & Sons, 2000). She has written
a series of weekly columns on event planning for the New York Post Page Six.com, and is a frequent contributor
to industry publications such as Meetings and Incentives Magazine.
Practical tools and expert advice for professional event planners
Before planning an event, there is much to be done behind the scenes. Proposals must be written, fees and contracts
negotiated, and safety issues considered. This book goes behind the scenes to explain every aspect of organizing
and strategic planning for events. Comprehensive coverage includes: preparing proposals, setting fees, designing
multicultural events, and using efficient new technologies. Also included are practical tools such as sample letters
of agreement, sample layouts for client proposals, forms, and checklists. Professional event planner Judy Allen
offers first-time or professional event planners all the top-class advice they need to make their special events
come off without a hitch.
Table of Contents
Preface
Acknowledgements
Chapter 1: The Strategic Planning of Event Design
External Objectives
Internal Objectives
Day One Client Itinerary
Day Two Client Itinerary
Day Three Client Itinerary
Day Four Client Itinerary
Day Five Client Itinerary
Day Six Client Itinerary
Day Seven Client Itinerary
Chapter 2: Preparing the Proposal
The Proposal Request
The Qualification Meeting
The Proposal
Proposal Preparation: The Initial Steps
Making Contact With Key Suppliers
Proposal Preparation
Chapter 3: The Body of the Proposal
Cover Letter
Destination Review
Transportation Requirements
Hotel Information
Day-by-Day Detailed Itinerary
Grid
Cost Summary Sheet
Detailed Program Inclusions
Program Options and Enhancements
Company Profile
References
Backup Material
Brining It All Together
Chapter 4: Management Fees
Four Types of Fees
Chapter 5: Contractual Negotiations With Suppliers
Negotiating With Suppliers
Chapter 6: Client Contracts
The Three Rules of Contracts
Areas Covered in the Client Contract
Payment
Liability and Responsibility
Dates and Other Details
Food and Beverage Hazards
Technical Riders and Other Requirements
Doing Your Homework
Chapter 7: Safety and Security
Travel Information
Checklists for Out of Town Events
Ensuring Client Safety
Other Safety Issues
New Areas of Consideration for Safety and Security
Chapter 8: Event Planning Technology Tools and Emerging Trends
Event Planning Technology Options
Chapter 9: Multicultural and Foreign Event Planning
Local Customs, Protocol and Etiquette
Religious Beliefs
Local Cultural and Political Matters
Chapter 10: Event and Program Branding
Establishing a Brand
The Branded Image
Program Branding
The Branding Commitment
Protecting the Client's Image and Standards
Chapter 11: Conclusion
Appendix
Sample Proposal/Senior Management
Sample Proposal/Incentive Sales Group
