 1. Identify the purpose and desired outcomes of the event. Ask yourself ‘What am I trying to achieve?’ Most events usually incorporate one or more components of entertainment, communication or inspiration.
2. Know what the key messages are that you want people to go away with as you have to translate the purpose to concept(s), ideas and experiences.
3. Do a budget. Have a firm idea about how much money you want to spend to ensure that the event is feasible and will achieve objectives within this financial framework. This keeps everyone ‘real’, yet assists in the scoping of possibilities to deliver desired outcomes in a memorable way.
4. Build anticipation amongst prospective attendees by having an integrated approach throughout the event creation, conceptualisation, promotion and delivery steps. That is, make sure that every component complements and contributes to the overall purpose.
5. To maximise the ‘WOW’ factor, be creative and courageous in scoping what’s possible, ensuring that the event is highly anticipated, exciting and engaging.
1. What is the event for? What message do you want to get across to guests and does it tie in with an era, sporting event, lifestyle, movie or other event. Or do you want a certain look or colour featured.
2. Who is attending? What are the demographics of the attendees? Age group, ratio of male v female, what profession or industries are guests from? What have the guests attended before? You probably wouldn’t do a night at the opera for a construction industry event attended by tradesmen.
3. Find the right venue to suit your theme or look. You can often have great savings by choosing a venue that has the characteristics you are looking for in a theme; for a 1920’s – 1940’s theme are some great theatres with ornate foyers that could be utilised, or some redeveloped venues that have kept industrial features for more of a industrial, urban or grunge look.
4. Lighting design is imperative. There is more to lighting a venue than just the stage. Thematic lighting brings your room to life. For instance a subtle blue wash will have silverware glimmering.
5. Tantalise the senses - Have the venue create meals and desserts that compliment your theme.
1. Context and relevance – What is the aim of the event? When is it occurring and what is happening in the world at the time of the event? Identify current trends in pop culture – e.g. fashion, music, film releases as this often influences themes and gives the event a contemporary context. Understand what the purpose of the event is and how it relates to the current world climate as this will give an indication of how it will be received.
2. Demographics of audience – Identifying the audience is essential to the success of a theme. Different demographics will respond differently to a particular theme. The key is that it must appeal across the board.
3. History of event – What themes have been done in the past? It is important to keep the event fresh and engaging for the audience.
4. Complimentary to venue – It is important that the venue is factored in when selecting a theme.
5. Achievability – Can the theme realistically be achieved? What suppliers are required to pull it off? Will it be understood and will it deliver the wow factor?
1. Know thy ‘brand’ - what is the ‘take home’ message or brand experience that the client wants to influence the style of the event? This will have an effect on the environment that is created bearing on what colour palette, music choice and even furniture styles are used.
2. Hear it, see it, taste it, touch it, smell it – does your theme stimulate the senses? The most successful and exciting immersive themed events stimulate the senses and create memories that will live long beyond the event itself.
3. When in Rome... maybe a winter wonderland theme is not quite right for a conference dinner in Darwin! It’s all about the location – choose the right theme for the venue or destination.
4. What’s hot and what’s not – following a trend is OK! Look at what is current in popular culture, study the trends & forecasts. What is the latest movie or musical theatre to grace the stage? Where is the holiday hot spot? How can they translate into themed events?
5. Demographics – who will be attending the event? Be sure to design an event that suits the end user. Will everyone be comfortable and enjoy the experience?
1. Match the theme to the audience. Make sure your theme is appropriate for the demographic; something they know and can relate to and importantly something they would like to experience.
2. In season and contemporary. Choose a singular theme that is fresh and inspiring. It might be a colour or a technique; it might be a classic setting with a modern twist.
3. Relate the theme. Make the theme support the purpose of the event - and tie all of the event elements together. This will deliver the client’s messaging confidently and cohesively. No-one attends a conference awards night to be in the wild wild west....a theme that makes the award winners feel extra special such as a twist on the glitz and glamour of old Hollywood or an Oscars theme always works.
4. The venue. Make sure your theme is supported by the look of the venue or its surroundings.
5. Create an unforgettable experience - a theme is not just how the room appears - you are creating an experience. Consider all the senses to help create the experience.
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