It starts with the smallest of details and ends with an outing your meeting attendees will remember for years. Spring is here and an outdoor event is a perfect way to bring your attendees together in a professional, yet casual atmosphere. Midwest Meetings interviewed Lindsay Krause, Certified Meeting Planner, from Special D Events, Inc. Krause has been planning events for approximately ten years and has had the opportunity to create an array of corporate events. Krause discusses what she has learned from working in the meetings and events industry for nearly a decade. 

Midwest Meetings: Tell us about what brought you to Special D Events, Inc.?

Lindsay Krause: I started out in public relations planning things like media events and gradually began planning corporate events. 

I am actually a former client of Special D Events! I hired them to plan a conference I was managing when I worked at a public accounting firm. I enjoyed the process so much I eventually joined the team as a planner in 2005.

MM: What services does Special D Events, Inc. provide?

LK: Special D Events is a corporate event-planning firm that manages meetings, conferences and tradeshows. We’re unique because we approach each event with a fresh perspective and do not recycle themes and ideas from client to client. 

In addition, we work closely with our clients throughout the entire planning process assisting as little or as much as needed. We literally become an extension of our client’s staff. Our job is to make their lives easier, when it comes to events. 

MM: When a meeting planner is beginning to plan an outdoor meeting or event, what are some of the first things they should consider?

LK: The first step I take in every event is to develop a countdown. This is literally a step-by-step guide of all of the action items to be completed from the launch meeting to the post-event thank you letters. It states not only what needs to be done, but also who is responsible (the client or the planner) and when it should be complete. This is a great tool for prioritizing what needs to be done. Once I have my countdown in place I tackle the big-ticket items like venue and location.

MM: When planning an outdoor event, what are some accessories that are a must for a meeting planner to incorporate and what are some accessories that aren’t a necessity?

LK: It definitely depends on the type of the event, but most events require tables, chairs, possibly a stage, audiovisual support and a venue that accommodates the size of your audience. Décor is always a bonus, not a necessity. In today’s event environment many budgets won’t allow for ornate décor. So, if that’s a hot button for your client then you’ve got to investigate venues that have built in appeal so you don’t blow your budget on pipe and drape, floral, etc. 

MM: How can a meeting planner distinguish what accessories will be the best to purchase for their event? 

LK: Everything revolves around the event budget. But that budget is married to the event goals. Before I commit to any direction in planning I go back to the overall strategy and ask myself if it supports the event theme and purpose. 

If you are managing an awards ceremony it is critical that the program portion of your event is flawless. That might mean hiring a solo violinist for entertainment rather than an orchestra, so you can afford a trusted supplier with top-of-the-line production equipment.

MM: Do you have any key pieces of advice for planners when they are considering what types of outdoor accessories to use?

LK: Think about your needs and do your research. Outdoor events need to secure some sort of covering in case of inclement weather. If you are renting a tent you need to determine if you need sidewalls; if the landscape will allow staking, decide how many people you are attempting to put inside the tent, etc. 

Most rental items are not complicated. What’s important is to use a supplier who has quality items that are in good shape. Surround yourself with good vendors and nurture those relationships. These are the people who will call you to tell you about a new line of products or a really cool lighting technique. That will enable you to work together to offer your client something they might not procure themselves.

MM: Outdoor events, like any type of event, have challenges. How can meeting planners avoid issues when planning an outdoor event?

LK: The most challenging part of an outdoor event is working in an unpredictable environment. Working in Michigan - the snow, rain and sleet are always a consideration. You can make your life a lot easier by choosing a month that is somewhat “safe” climate-wise. When that is not possible, create a weather contingency plan. For outdoor events, we work with our suppliers to have emergency rentals reserved in case they are needed, such as patio heaters for the cold, tent sidewalls for rain and linen clips for windy days. 

For major outdoor events we track the weather and make a decision as to how we are going to move forward one week out from the event. I’m happy to say the weather usually ends up cooperating but not without giving everyone a good scare.

MM: If a meeting planner is working with a tight budget but wants their event to stand out, what tips would you suggest?

LK: To stand out, an event has to be memorable. Based on my experience, the easiest way to create memories is to develop an interactive event. People want to be involved. They want to be a part of something that makes them feel good. One trend I’ve seen emerge is the integration of charity into events. This can be an activity that everyone does together like building bikes for the Boys and Girls Club© or it can be hosting a silent auction where proceeds go to the organization’s favorite cause. People are going to walk away reminiscing about the camaraderie they experienced not wondering where their parting gift is.

MM: Do you have any memorable planning experiences?

LK: When you plan special events there is always a great story after an event. Most recently I planned an open house for a Japanese auto supplier in the area. Instead of a champagne toast the executives bashed open an enormous sake barrel on stage. Sake was everywhere! After the event they gave me a handmade necklace as thanks. I find it so interesting to learn about etiquette of various cultures through events.

In 2007 we planned the public grand opening for a major cardiovascular hospital. We flew in some amazing musicians from California who own the world’s largest harp. They attached the harp to the roof of the hospital and after the ceremony ended they literally played the building. It was like nothing I’ve ever seen before!

MM: What trends have you noticed over the years?

LK: I think people are going back to the basics. This has to do in part with budgets, but also because people are becoming more environmentally conscious. I see things like centerpieces that can be replanted after the event rather than cut flower stems and bales of hay used as chairs.

MM: Why should meeting planners consider the Midwest for their meeting or event?

LK: The Midwest has so much to offer guests. We have skiing, hiking, golfing, lakes and plenty of beautiful green space. Four seasons of events!

MM: Are there any hidden deals that are available to meeting planners?

LK: Some suppliers do extend a discount to preferred planners. At Special D Events the contracts go in our client’s name, which means those savings are passed on to our clients.

MM: Any parting words?

LK: It’s a great time to be a planner. This industry was hit by the economy just like any other industry, but you can feel things turning around. 

People will always need face-to-face interaction.