Mirage white paper gives event organisation tips

Mirage Events has released a white paper that considers ways that corporate event organisers can make their Christmas party, summer ball or corporate anniversary an event to remember.

The last thing on peoples' minds is Christmas 2009, but for those who are responsible for the Christmas party it should be one of this year's first priorities.

The need to plan ahead is also true for other celebrations throughout the year, particularly if guest numbers are high and specific dates required.

However, getting the right venue is only one part of the equation.

One of the most important factors is setting clear objectives.

We've all seen briefs that simply ask for a party that has 'wow factor' and quite clearly state there is no business objective - it's purely 'fun'.

But obviously there are objectives and to deny this is to miss an opportunity.

It also makes it harder to justify a sensible budget if the event is not measured against business criteria.

So step one, as with any corporate event, is to define why you are doing the event, who for, when and what you plan to achieve.

It is then easier to fill in the 'how'.

Common communication objectives include: reward and retain employees; attract new employees; provide an opportunity for employees to bond, socialise and network; position the company as a fun, caring and successful employer.

Show these business objectives to those holding the budget strings, particularly in these challenging times, and it is much easier to justify a decent budget than when simply requesting funds for a staff party.

It may also be appropriate and financially effective to combine the party with a business event such as a kick-off, end-of-year conference, anniversary or a company strategy meeting.

It is important to decide who should come and this is often dependent on budget.

Will it purely be employees or employees and partners? If partners, will they be paid for or are you asking for a contribution? Will travel and/or accommodation be included? These can be sticky points and there are no hard and fast rules.

The pros and cons need to be carefully weighed and the decision clearly communicated to your employees, particularly if it means a departure from the norm.

Having decided on a guest policy you can then define the audience for the event: gender split; age; personality; geographic location.

It is not possible to suit everyone but by targeting your event at the majority and providing suitable alternatives for the others you can get close.

By now you will have a good idea of why you are doing the event and what you plan to achieve, where it should take place, budget, optimum dates, guest numbers, who you are inviting and what will appeal to them.

You should also know whether the celebration should be managed in-house, through an agency, or a combination.

In deciding this, consider the complexity of the event, the logistics, how much resource you can spare and whether your company has the necessary creative, technical and production expertise.

While many companies have the resources to successfully manage their parties in-house, most benefit from working with a production company.

What services should you demand from an agency? First, a good agency will question your brief.

They will work with you to ensure each element has been thought through, is workable and will advise on possible enhancements.

They will then come back with a proposal covering everything from logistics to loo rolls.

Services should include: venue selection and management; accommodation; transport; invitations; guest management; security; health and safety; entertainment; technical; creative; theming; catering; budget management; insurance; measurement and feedback.

By bringing in expert help from the start you can save much wasted time and money.

You can also be more adventurous and demand a 'party with a difference', secure in the knowledge that the agency will deliver your event on time and to budget.

Producing a well-planned party that is different, appeals to a variety of tastes and has 'wow' factor can be a challenge, but a few simple ideas can be employed.

Choose a totally different style of venue.

For example, does your company have sufficient grounds for an interesting structure or is there a venue nearby where you could erect one? Consider how the entertainment flows.

Guests should be captivated from the moment the experience starts.

This could be from when they arrive at the hotel (if accommodation is included) to when they get on their coach (if transport is provided) to when they first arrive at the venue.

Make the catering an integral part of the experience.

Too often the food interrupts the party rather than enhances it.

If you've always had silver service, consider a more informal set up.

This obviously depends on the guest profile but Mirage has found that when asked, many guests prefer a more relaxed atmosphere.

Interesting food, differently served - providing it appeals to all tastes - is a talking point in itself.

Carefully manage drinks.

Whereas guests expect the alcohol to flow freely, it doesn't do anyone any favours if the drinks are too strong, so consider a themed cocktail instead of spirits.

Drinks can eat up your budget, particularly if guests are encouraged to help themselves and then leave half full glasses and bottles around.

Equally, there is nothing worse than spending hours queuing at the bar.

It is a question of careful planning and good logistics, which your agency can manage for you Ask your guests to dress up, or provide a few simple props to get them in character with the theme.

Even those who don't usually enjoy fancy dress will soon relax if everyone else is donning feather boas or masks.

Others will be more daring and relish getting into character.

Again, it is down to knowing the profile of your guests and being a bit adventurous.

To create an unforgettable party atmosphere, a good theme can go a long way.

It will provide a hook for everything from the invitations to the choice of venue, how it is dressed, and the style of entertainment, food and drinks.

Inspiration can come from a number of sources including anniversary dates, colours, existing corporate themes, geographic locations, the venues, structures, topical films, shows, personalities or world events.

Even if you are producing the event in-house, it is worth investing in a creative professional to propose and develop ideas and clearly illustrate how they would be implemented.

Choose dates carefully and communicate them as soon as possible.

It is inconsiderate to send out late invitations and frustrating for the guests.

Finally, as with all events, it is the small details that can make or break a party so ensure your production process covers all eventualities or hire a company to do so on your behalf.

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