Event production can be improved during the planning, execution, and post-event phases. In order to compete with your competitors, your event must offer a unique experience to your audience.
It will also require more time, effort, and resources to successfully host an event with both online and in-person attendees.
Event production
“A process or instance of producing something, especially: The act or process of making goods for use or sale”. So basically, event production is what it sounds like. It’s the entire scope of events that are produced for entertainment purposes. This includes concerts, theatre performances, trade shows, music festivals and much more. Event production companies often merge technological know-how with creative execution to create an atmosphere, mood and emotion in which audiences want to participate in.
The technical aspect deals with sound amplification (both speakers and instruments), lighting systems (LED walls/screens can be used for messaging on stage), visual effects (video or graphic editing), and more to control the atmosphere.
Creative aspect of event production
The creative aspects of event production deals with how you design each show, whether it be by carefully curating performer lineups for a music festival, or coordinating production elements behind the scenes that will provide the perfect environment for an audience member to engage in your company’s product. Staging platforms, custom stages, colorful LED lights are all examples of creative execution used to enhance each production.
Which elements include in event production?
It is important to note however that not every element of an event falls under the category of production. Several other roles are required throughout an event’s lifespan such as:
- Marketing & advertising
- Ticketing
- Operations management
- Security
- Hospitality & merchandise
For example, if you were to put on an event where you filled a park with lawn chairs and brought out an acoustic guitar player, that would be considered entertainment production. However, if you needed to sell tickets online to the public in order to create an audience for this event, then ticketing would also fall under the category of production.
An event where everything falls into place just right for your audience is often the result of careful planning and execution on behalf of the entire team behind each event. Event producers are always strategizing ways to improve each show with better technology, more efficient scheduling, streamlined staff management, and so on. They must constantly adapt to new market trends in order to optimize their time & money. Every detail is analyzed for its potential benefits or detriments to the final product.
Event production as a technological and creative execution
Event production is the technological and creative execution of an event using sound, lighting, video, design, and more to control the atmosphere, mood, and emotion of attendees. An event producer will work with clients (typically meeting planners or event managers) to identify the concept of the event, and subsequently plan the logistics and technical components, including audiovisuals, vendors, crew, equipment, budgets, and more.
Event production generally falls into one of two categories:
- Corporate
- Live entertainment
Corporate event
A corporate event might include a seminar at a hotel for company executives; while there may be no entertainment involved in this type of event other than what is presented by speakers themselves (e.g., PowerPoint presentations), it does entail careful planning regarding the type of room, the audio system, lighting, and other factors.
The number of events within this category is virtually limitless: tradeshows and conferences (trade shows), corporate meetings and retreats (in-house company meetings), press conferences (media events), launch parties (product launches), workshops and seminars (educational events) any event where a company might interact with its employees or customers falls under this umbrella.
Live entertainment
On the other end are live entertainment events such as concerts, theater shows, comedy clubs, dance performances, etc. A producer for this type of show needs to plan far more than just AV equipment logistics; they also need to communicate with each performer about their requirements so that they can tailor their production specifically to their needs.
A concert may be the simplest example of live entertainment production, where one performer is provided with a microphone, an audio amplifier, and one lighting instrument (perhaps a spotlight); however even events as simple as this require careful planning by producers.
Planning and implementing
It is important to planning and implementing any audiovisual or stage equipment that might be needed for the event. Deciding what type of audio system is required for different spaces, whether a sound check needs to happen before an audience enters a dark room, etc.; arranging for lighting rigs in each space so that performers are properly illuminated on stage; negotiating with any vendors or companies providing AV equipment.
Choosing venues where events will take place
This may entail scouting potential locations weeks or months ahead of time while factoring in aspects including available dates, capacities, technological capabilities (for live entertainment), power availability (for corporate events), accessibility issues (wheelchair ramps/elevators), security concerns (tight or high-profile events), and more.
Hiring vendors
It is important to hiring out any vendors that aren’t being supplied by the client, including security services, food caterers, bartenders, decorators/designers/florists for flower arrangements, etc.
Choosing transportation
Choose the transportation providers that can safely transport equipment from each location to the next. This may be a challenge on its own if there is a sequence of events over multiple days and locations with additional setup time between venues needed; some locations may not have enough parking space for trucks bringing in all production gear so they might need to be strategically parked at one venue for multiple days before being moved again during setup at another location.
Planning sitting arrangements
Then, planning seating layouts at live entertainment events, and monitoring audience capacity to avoid overcrowding or underselling tickets.
Events can range from small coffee house performances to large theatrical presentations at arenas and stadiums, and everything in between including corporate shows and awards ceremonies, weddings and private parties, concerts and music festivals of all kinds. The key is that the event is used as a catalyst to facilitate connections among people or communities for social benefit.
What does an event production manager do?
An event production manager oversees and coordinates all aspects of an event, from conception to execution. They work with a team of professionals, including event planners, designers, technicians, and vendors, to ensure that every event detail is executed flawlessly. Their primary goal is to create an unforgettable experience for attendees while staying within budget and adhering to the client’s specifications.
The role of an event production manager involves many responsibilities, including budget management, logistical planning, and vendor coordination. They are also responsible for creating and managing project timelines, delegating tasks to team members, and overseeing the execution of the event. Additionally, they must ensure that all necessary permits, licenses, and insurance are in place to ensure a safe and successful event.
To be successful in this role, an event production manager must have excellent communication skills, be highly organized, and possess strong leadership skills. They must adapt quickly to changing situations and work under tight deadlines. Additionally, they must be able to manage multiple tasks simultaneously while maintaining attention to detail and ensuring that every aspect of the event is executed flawlessly.
