In Any Event: How to plan without missing the mark.

• Author: Biringer, Crystal
• Position: PROFESSIONAL SERVICES

Whether it's a baby shower or the Super Bowl, it's still an event. All events may be different, but what do they have in common? And how can you be sure you have your bases covered?

First things first: if you think because you have planned one event you've planned them all, you are sadly in for a rude awakening. At Toast of the Town we have been producing events for a combined forty-plus years, and our experience is that no two are alike. Each has its own distinct identity, look, and feel, which is what makes them something to remember. Your event's identity is important to understand and have fully fleshed out at the beginning of your planning process. Nailing down what the highest value of your event is and who that value targets as attendees is essential.

For example, if you are hosting a nonprofit gala with a $3,500 minimum table purchase price, typically you find that the table hosts are corporate executives or private philanthropists who like to attend formal social events. Both typically range from 45 to 65 years old. Of course, there are always exceptions, but planning for the majority and having options for the minority is always the smartest play.

Meet the Demographics

Planning for your attendee demographic can greatly impact your event and how it is designed. There are comforts, considerations, and interests that may change the type of table seating you decide to have, the type of entertainment you decide to host, the time the event is held, and so much more. To make things a little more helpful in spelling this out, we would like to introduce you to our mock personas: Bob the Baby Boomer, Greg the Gen Xer, Molly the Millennial, and Gretchen the Gen Zer.

Bob the Baby Boomer is between 58 and 76 years old. He would prefer a program that starts around 4 p.m. and ends before 9 p.m. He won't be happy if the event has a reception without the option of seated tables available. Bob will appreciate food and drink options without having to stand in a line such as at a bar line or buffet. Make sure that whatever registration software you use is user-friendly for the less tech savvy and provide printed programs onsite instead of relying on event apps. This way your attendees without smartphones (trust me they are out there) can easily navigate your event when they arrive without the frustration of trying to figure out how to use tech that they are not accustomed to. There are always exceptions to this, and when we generalize like this it's...