How often have you been asked why you work in this industry? Don't you always answer that it's because of the job satisfaction you receive when a client says, "What a fantastic event you created?" You add that it's definitely not for the money. Right? Well maybe, but every once in a while events come along that really do give that kind of satisfaction we all wish we felt from all of our projects.

Flashback: Cambodia, July 1, 1993 - A few kilometres north of Phnom Penh while travelling to visit the infamous Killing Fields, a military bus full of Vancouver performers stops to give out Canada pins to a group of laughing children. Several have no limbs - only stumps for legs or arms. The insanity of the Khmer Rouge and their legacy of unexploded landmines have spared nobody. That night in the 48C heat of the Cambodian jungle, the memories of the children and their proximity to death is juxtaposed with the patriotic Canadian show staged for UN troops overseeing the first real "elections" in the country since Pol Pot was ousted (part of the United Nations Transitional Authority Cambodia - UNTAC). They are also teaching Cambodians how to disarm landmines. The troops are overjoyed to see some friendly Canadian faces, particularly entertainers on Canada Day, and they go crazy, waving maple leaf flags everywhere. The production crew is overwhelmed with emotion and most of the soldiers and performers are crying……..

Production notes: The stage was comprised of four flatbed trucks with teak planks as the surface. Lighting was two poles in the ground with single large lamps at the top. To run our small audio board required that all the camp air conditioning be turned off. We consumed at least three boxes full of bottled water for one show. The ever-present danger of poisonous snakes and Khmer Rouge attacks added to the excitement.

Flashback: Bihac, Bosnia, November 1997 - A break-off contingent of the entertainment show brought from Canada for NATO troops serving with Operation Palladium as part of the Stabilisation Force (SFOR), stops to perform a short show for some Canadian soldiers in this isolated village outpost. At a local school, a choir of 100 Bosnian children have prepared a special performance. A tiny girl, not more than 10, reads a letter in perfect English, telling how much she appreciates what the Canadian soldiers are doing for them. Then the children, who live with an every-day existence of destruction and poverty, sing with all their hearts. The performers, Juno award winners Farmer's Daughter, all of whom are hardened veterans of many road trips and tours, are brought to tears………

Production notes: This tour lasted for almost five weeks, taking the performers from Alert (400 miles from the North Pole) at -30C, to Bosnia, and then to the relative heat of the Sinai in Egypt and Gaza Strip in Israel. Appropriate clothing was a challenge as was dealing with the variety of stages, from small homemade wooden affairs in the midst of tents, to a real theatre in Goose Bay, Labrador.

The Present: Afghanistan, November, 2003 - Vancouver improvisational comedians Rock, Paper, Scissors are touring the bombed-out shell (courtesy of the Russians and the Taliban) of the Queen's Palace near Kabul when four rag-tag kids approach to watch the visitors and play hand games through the surrounding razor wire. The desire to give away warm mittens and clothes to protect them against the cold is hard to resist and becomes heart wrenching for the performers when they realize that to do so would jeopardize the safety of future patrols by our soldiers (in Afghanistan providing civilian security as part of the NATO-led International Security Assistance Force - ISAF) due to the sheer numbers of children who would be seeking free goods. This memory will be etched in the minds of the comedians forever…..

Production notes: Coordination for this tour was difficult due to the requirement to transport performers from Nashville, Edmonton and Vancouver for rehearsals in Montreal, at the same time ensuring diverse technical needs were all covered. In-country accommodation was in tents in sub-zero weather and several high-alert states caused by rebel missiles being aimed at the Canadian camp provided some truly terrifying moments.

Pacific Show Productions, a small firm from Vancouver, BC has been privileged to produce four entertainment show tours for Canadian troops serving in these far-flung corners of the globe, on behalf of the Canadian Forces Personnel Support Agency (CFPSA). Their performers have served in the tradition of Wayne and Schuster who began it all entertaining Canadian troops during the Second World War, and of the more well known USO tours in the United States made famous by Bob Hope. On each tour, there are many small concerts, each a special event in itself. Production is simple when measured by the standards to which most planners are accustomed, but almost every show ends in a standing ovation.

Universally, the participants return with deep emotional effects, often not feeling like talking or mixing socially for two or three weeks. This is simply the result of seeing how much poverty and destruction there is outside Canada compared to our comfortable existence, and realizing that Canada, through our military, is actually making a difference.

Although the task has always been to provide morale-boosting entertainment for Canadian troops, the crew and performers are afforded the occasional glimpse into daily life as it really is in these countries. In every case, they have discovered that the Canadian military is universally loved and appreciated, but the Canadian public often misunderstands their roles, which for the most part are to assist with returning the countries to some semblance of terror-free life. Perhaps Jake Leiske of the pop group Farmer's Daughter (now The Daughters) said it best, "I will never look at my country, freedom, family, the military or the blessings I experience every day the same way again." Jessica McLaren, the Pacific Show Productions' producer for the recent Afghanistan tour, summed up the experience of a lifetime, "For us, the entertainers and the company responsible for creating the shows, we know in our hearts that by helping our Canadian troops we are in turn helping the people of these countries. We're proud to be making a difference too."

Large contracts such as the opening of a Las Vegas hotel or multi-city corporate product launches are incredibly appealing. Why wouldn't they be? Ultimately, these can be lucrative and prestigious projects. But, a word of caution: the proposal and presentation process changes dramatically in terms of both time and cost when going after these type of projects.

Making proposals that might cost a company upwards of $10,000 to $20,000 and weeks of time might make you wonder if it's worth it. But, you can't win the lottery if you don't buy a ticket.

And the lottery might not bring you money. It might only bring you prestige. Sometimes the most prestigious of projects are not the most financially rewarding.

DO YOUR HOMEWORK
My overall philosophy for approaching any type of client or request for proposal is the same whether the business is large or small. To properly present your services and ideas to a client, you have to clearly evaluate what the client needs.

Many types of projects cross our paths. Sometimes we are asked for "capabilities proposals" where what we present isn't as important as who we are and what we can do. Then there are those projects that require a detailed proposal filled with intricate details. I call this the "bean counter proposal," filled with logistics, timelines, flow charts and every nut and bolt we can include. Finally, there are clients who simply want an over-the-top creative proposal.

Learn to ask the right questions of the client to discover their objective and to find out what type of proposal they are looking for. If it is creativity, what does creativity mean to them. It might be in the linen and flowers. Or, it could mean lasers and high-tech. But, if you can't get enough answers to make an educated proposal, then pass. If the client cannot give you any information (past history, budget, successes and failures), you'll never be able to give them what they want.

Even when I work with incentive companies who give me an overview of what the end client wants, I still do my research on that end client. The Internet is a wonderful tool. When I go to that company's site, I get information on its new products, how they are being positioned and on the company's corporate attitude and culture, most especially its advertising campaigns. Armed with this, I can now make a well-informed, targeted proposal that does what every corporation wants - help them market and sell their concept, products and image through the events for which I am being hired.

BAITING THE BIG FISH
A little while ago, my company conducted a poll of 250 corporate and incentive planners to learn what they look for in a proposal and how they want it presented. The results were interesting.

First, we asked them how they present our material to the end client. This is important to know because if I write up 20 pages of description that they plan to present as bullet points, we have both wasted too much time and money. And if they are the ones taking the 20 pages and determining the bullet points, the client may not ultimately get what I am proposing.

We found they cared less about photos as they did description. In fact, almost everyone used the phrase: "Paint me a picture." But they don't want an impressionistic painting. They want specifics, and they usually want a line-item budget.

Finally, everyone is concerned about speed. If we aren't presenting in person, everyone wants proposals sent via e-mail first, faxes second and Federal Express third.

NUTS AND BOLTS
For large events, we always meet face to face with our client, even if it means that we travel to see the client. Obviously that adds greatly to the costs. Usually, we are one of the three or four (or more) companies bidding. For a recent job, five companies were called on to present. The event was in a different city so we traveled to it and researched and secured sites and services for three days and nights of events. Back at the office, we created elaborate descriptive proposals, 3-dimensional floor plans, CAD drawings, room overviews, layouts, renderings, videos of the entertainment and drawings of costumes we'd have custom-made. The proposal took several weeks of my staff's time, plus two trips. Plus, factor into this phone calls, Federal Express bills, hotels, meals and equipment for the presentation such as slide projectors and computers. And lunch. Yes, clients like to be fed at these presentations.

For one company, we brought the client to the venue in a limo stocked with champagne. Then we ordered cocktails and hors d’oeuvres to the tune of $1,600. For another, whom we knew liked visuals and give-aways, we created full table setups and gave the centerpieces to the president and the vice presidents of the company. We gave them the samples of the gift items being suggested, all with their logo on them.

What about the times when you are asked to make a proposal even though you know you won’t get the business? Why do it? One client told me point blank we would not get the job, but they had 40 other annual events. When we made our presentation, we did so knowing that we were presenting to all the company’s top managers. We received several jobs from that presentation, though not the one we were asked to present on.

If you know you are being asked to bid because the client needs three bids, before you turn it down, ask your client if there are other events for which you might be considered and will the people responsible be there for your presentation?

AND THE SECRET WORD?
Include a Table of Contents with Tabs. At the end of the day, it comes down to basics. If you present a 100-page proposal to five people at a meeting, each one is going to be looking for different information. By sectioning the proposal into tabs, you make it easier for each person to find what he or she needs to make an informed decision.

In addition to your creative description of the proposed event, give a list of references and a section that outlines events you have done in the past that are similar to the one they are asking you to bid on. If you are bidding on an event for 100, don’t present the events you have done for 10,000.

Finally, and I’ve saved the most important piece of advice for last, while it might sound obvious, check you spelling and grammar. This is crucial. If you can’t present a proposal that is free from errors, how can you convince them you will do the same at their multi-million dollar event?

This article first ran in Show Off Magazine published by Kent Patel and Dion Zdunic as part of Ad Rodeo.

Traditional advertising… hmmm. It’s getting to the point where you can’t hide from messages. You are inundated with an increasing amount of messages from all fronts including television, radio, email, billboards, magazines, newspapers, bus shelters, and countless other types of ads. It has even come to the point where you are pitched while you are standing (or sitting) in a bathroom - someone is right there pitching another product to you while you are answering “the call of nature.” Is there no privacy anymore? With all this clutter, companies are finding it more and more difficult to truly connect with their consumers.

Well, event marketing is closing the gap. Why? It creates interest changes opinions and influences purchases. Because companies need to differentiate their products/services, they are turning to events in order to give people a lifestyle experience, an activity in which they can participate and walk away with a positive feeling based on that participation. Many of these events give the opportunity to see, hear, touch, taste, or use a product, and in doing so, companies are directly engaging the consumer and in turn, affecting their buying decisions.

Emerging Importance
A fairly good indicator of the emerging importance of event marketing can be shown in the December 16/23, 2002 issue of Marketing Magazine “Ten Marketers That Mattered” - the 6th annual selection of the organizations that set the pace in Canadian marketing. In this issue, nine of the ten organizations highlighted mentioned that they depend on event marketing as part of their overall marketing and advertising strategy. By developing an event around a marketing strategy you are creating an opportunity to bring all the pieces of the marketing pie together. Creating an event property as a brand asset allows you to build longevity and equity in both the brand and the event. It is important to remember however, that the event is not the key to the promotion or marketing plan. Merchandising the event effectively is where the real value of event marketing lies. The support of the event, through advertising, press coverage and word of mouth will reach many more people than attend the actual events.

Evolution of Events
Events, such as fairs, concerts, trade shows or parties were straightforward and created with mass appeal in mind. Trying to be all things to all people was the name of the game. Sponsors were limited in their abilities to get their brand(s) and message(s) across, and were happy to simply attach their logo or banner to the event and receive tickets to the event. Well, things are a changing. No longer are we looking at people en masse. Nowadays, consumers are more sophisticated and are expecting much more from companies, their event activities, and the products/services that support/develop the event. In today’s market, we better understand demographic patterns, lifestyle and leisure choices, shopping patterns, media choices, current technologies, psychographic and demographic characteristics. Once we have a better understanding of our marketing goals and objectives and further understand our consumers, we are better able to determine the most effective marketing opportunity. In many cases the utilization of an event-marketing component, within the plan, is going to be the best way to truly engage the consumer and affect their buying decision.

Nature of Today’s Events
There are many forms of event marketing ranging from product-based promotions to sponsorships of sporting/entertainment events, to utilization of Cause Related Marketing (CRM). Each format has it’s own focus, timelines and costs. Events should fit within the complete brand strategy. By understanding the goals and objectives of the marketing plan you are better able to determine where to put your investment. The difficult issue that needs to be addressed is how to measure the event’s (and campaign’s) ROI. Fortunately, one of the benefits of event marketing is that there are various ways to capture data at an event, or through the promotion leading up to the event. There is cause to believe that event marketing will continue growing in terms of spending, utilization and proliferation. More and more companies have been using events within their plans to further extend their campaigns and to strengthen their brands. One of the areas of great growth is Cause Related Marketing. Cone Communications, a Boston-based consulting firm, which specializes in developing cause-related marketing campaigns, produces a report called the Cone Roper Benchmark Survey. The latest report shows a number of trends that demonstrate the increased interest in cause related marketing programs among all parties. This report shows that there is overwhelming public acceptability of involvement in CRM and sponsorships - whether they be sports, entertainment, local events or causes. The poll also found that, after price and quality, one-third of Americans consider a company’s responsible business practices the most important factor in deciding whether or not to buy a brand. Indeed, social responsibility was more influential than advertising, according to Roper.

Growing, growing, and more…
All indicators point towards the continued growth of CRM as the line continues to blur between classic product advertising and social issues marketing. According to the International Event Group (IEG*) Sponsorship’s annual survey, sponsorship is the world’s fastest-growing form of marketing. In 1999, corporations around the globe will spend $19.2 billion sponsoring sports, arts, entertainment, causes and events. To succeed, brands will have to mean something to the consumer, something more than what we typically expect, something more than simply price, convenience and quality. A product will have to fit into a consumers personal value system, and one of the most effective tools to ensure this message is received is by including events into a strategic marketing plan.

*Chicago-based IEG is the world’s premier, full-time tracking and reporting organization in the field of event marketing and corporate sponsorship

Extra Info
Event Marketing is an integral part of any successful marketing strategy.

Some of the findings from the Cone/Roper survey include (when price and quality are equal):

• 76% of consumers report that they would be likely to buy a product associated with a cause they care about
• 66% of adults said they would be likely to switch brands
• 62 % would likely switch retailers to support a cause they care about
• 54% of adults said they would pay more for a product that supported a cause they care about

Jim Button is a partner in The Event Group, a Calgary based event-marketing company. Jim started his career 15 years ago at MacLaren: Lintas. From there he went to Cossette Communications before the city of Toronto bugged him so much he came to start up his own shop in Calgary. The Event Group is recognized as a leader in Western Canada for event marketing management and design.

This article first ran in Show Off Magazine published by Kent Patel and Dion Zdunic as part of Ad Rodeo.

Traditional advertising… hmmm. It’s getting to the point where you can’t hide from messages. You are inundated with an increasing amount of messages from all fronts including television, radio, email, billboards, magazines, newspapers, bus shelters, and countless other types of ads. It has even come to the point where you are pitched while you are standing (or sitting) in a bathroom - someone is right there pitching another product to you while you are answering “the call of nature.” Is there no privacy anymore? With all this clutter, companies are finding it more and more difficult to truly connect with their consumers.

Well, event marketing is closing the gap. Why? It creates interest changes opinions and influences purchases. Because companies need to differentiate their products/services, they are turning to events in order to give people a lifestyle experience, an activity in which they can participate and walk away with a positive feeling based on that participation. Many of these events give the opportunity to see, hear, touch, taste, or use a product, and in doing so, companies are directly engaging the consumer and in turn, affecting their buying decisions.

Emerging Importance
A fairly good indicator of the emerging importance of event marketing can be shown in the December 16/23, 2002 issue of Marketing Magazine “Ten Marketers That Mattered” - the 6th annual selection of the organizations that set the pace in Canadian marketing. In this issue, nine of the ten organizations highlighted mentioned that they depend on event marketing as part of their overall marketing and advertising strategy. By developing an event around a marketing strategy you are creating an opportunity to bring all the pieces of the marketing pie together. Creating an event property as a brand asset allows you to build longevity and equity in both the brand and the event. It is important to remember however, that the event is not the key to the promotion or marketing plan. Merchandising the event effectively is where the real value of event marketing lies. The support of the event, through advertising, press coverage and word of mouth will reach many more people than attend the actual events.

Evolution of Events
Events, such as fairs, concerts, trade shows or parties were straightforward and created with mass appeal in mind. Trying to be all things to all people was the name of the game. Sponsors were limited in their abilities to get their brand(s) and message(s) across, and were happy to simply attach their logo or banner to the event and receive tickets to the event. Well, things are a changing. No longer are we looking at people en masse. Nowadays, consumers are more sophisticated and are expecting much more from companies, their event activities, and the products/services that support/develop the event. In today’s market, we better understand demographic patterns, lifestyle and leisure choices, shopping patterns, media choices, current technologies, psychographic and demographic characteristics. Once we have a better understanding of our marketing goals and objectives and further understand our consumers, we are better able to determine the most effective marketing opportunity. In many cases the utilization of an event-marketing component, within the plan, is going to be the best way to truly engage the consumer and affect their buying decision.

Nature of Today’s Events
There are many forms of event marketing ranging from product-based promotions to sponsorships of sporting/entertainment events, to utilization of Cause Related Marketing (CRM). Each format has it’s own focus, timelines and costs. Events should fit within the complete brand strategy. By understanding the goals and objectives of the marketing plan you are better able to determine where to put your investment. The difficult issue that needs to be addressed is how to measure the event’s (and campaign’s) ROI. Fortunately, one of the benefits of event marketing is that there are various ways to capture data at an event, or through the promotion leading up to the event. There is cause to believe that event marketing will continue growing in terms of spending, utilization and proliferation. More and more companies have been using events within their plans to further extend their campaigns and to strengthen their brands. One of the areas of great growth is Cause Related Marketing. Cone Communications, a Boston-based consulting firm, which specializes in developing cause-related marketing campaigns, produces a report called the Cone Roper Benchmark Survey. The latest report shows a number of trends that demonstrate the increased interest in cause related marketing programs among all parties. This report shows that there is overwhelming public acceptability of involvement in CRM and sponsorships - whether they be sports, entertainment, local events or causes. The poll also found that, after price and quality, one-third of Americans consider a company’s responsible business practices the most important factor in deciding whether or not to buy a brand. Indeed, social responsibility was more influential than advertising, according to Roper.

Growing, growing, and more…
All indicators point towards the continued growth of CRM as the line continues to blur between classic product advertising and social issues marketing. According to the International Event Group (IEG*) Sponsorship’s annual survey, sponsorship is the world’s fastest-growing form of marketing. In 1999, corporations around the globe will spend $19.2 billion sponsoring sports, arts, entertainment, causes and events. To succeed, brands will have to mean something to the consumer, something more than what we typically expect, something more than simply price, convenience and quality. A product will have to fit into a consumers personal value system, and one of the most effective tools to ensure this message is received is by including events into a strategic marketing plan.

*Chicago-based IEG is the world’s premier, full-time tracking and reporting organization in the field of event marketing and corporate sponsorship

Extra Info
Event Marketing is an integral part of any successful marketing strategy.

Some of the findings from the Cone/Roper survey include (when price and quality are equal):

• 76% of consumers report that they would be likely to buy a product associated with a cause they care about
• 66% of adults said they would be likely to switch brands
• 62 % would likely switch retailers to support a cause they care about
• 54% of adults said they would pay more for a product that supported a cause they care about

Jim Button is a partner in The Event Group, a Calgary based event-marketing company. Jim started his career 15 years ago at MacLaren: Lintas. From there he went to Cossette Communications before the city of Toronto bugged him so much he came to start up his own shop in Calgary. The Event Group is recognized as a leader in Western Canada for event marketing management and design.

So you’re planning a three day conference and you need to arrange meeting rooms, breaks, a reception and a conference dinner. Sounds simple enough right? The trick is, you are an ocean away from the conference destination. Where it gets really interesting is when you add a time difference and a language barrier for the hotel, suppliers and delegates. Now it’s not exactly simple anymore.

The time difference issue is a difficult obstacle because it requires excellent time management and planning skills. Technology, in the form of email, is an invaluable tool and allows one to communicate effectively ones own time schedule while providing a thorough correspondence trail. The trick is to remember that answers will usually come the next day. Telephones and facsimile machines are also useful, but limiting and can have the same time delay problems.

Email is the most effective tool when dealing with a language barrier. It allows both parties to compose questions and answers at their own speed and comfort. Keep the messages short, concise and to the point. Use common languaging while avoiding using idoms as they are not well-known or easily understood.

When speaking to a non-English speaking person, it is important to remember a few techniques. First and foremost, speak slowly and enunciate, but do not exaggerate your speech. In the same way that other languages sound blurred and the words seem to run together, so too does English. Second, choose common, well-known words. They do not have to be simplistic, just easily defined if necessary. Third, get rid of slang and contractions. Both of these are difficult to distinguish and understand. Finally, be aware of body language as a clue to your listener’s ability to understand you.

When working in Europe it is good to be aware that a number of hotels in Europe do not use formal contracts. You can institute your own contract, however they may be unwilling to sign it as it is written in English and based on North American standards. An alternative solution is to send an email outlining all your requirements and requesting confirmation. Use this document to make changes and/or corrections to your event. Respond in the body of the message and ask your counterpart to do the same. Print out the document every time a change is made. Make sure to keep an electronic copy yourself and bring all these documents with you to the event. It can make for a large document, but can also be invaluable in case of problems. It can also be useful when there is any confusion as to what should be done.

More on international events in issue 12.

Linda Robson runs a thriving event company in Acton, ON.

“There’s no such thing as competition”

Got your attention? In the meeting and event planning industry there have been many world events that have posed major threats and challenges. With terrorism, war, SARS, flu pandemic warnings and a myriad of other threats the ability to adapt and thrive has been duly compromised. Many would argue that competition is greater than it has ever been and that everyone is fighting for the same business.

That’s true if you are looking at the business from a limited perspective. Why is it that in these highly competitive times there are companies that are thriving and growing despite all of the world challenges? The answer is simple, so simple in fact that many overlook it.

The meeting and event planners that are flourishing in these uncertain times are practising the basics. The basics of good business, which are:

1. The successful and busy meeting and event planners are not selling themselves as a commodity, they are selling themselves as experts who partner with their clients. They position themselves as an integral part of the companies they are working with and differentiate their services through providing a “consultative” service.
   
   
2. Innovation, creativity and a willingness to risk are what successful meeting planners need in order to stand alone as unique and fresh and highly attractive to potential clients. Brilliance is not built on duplication. Customers today are savvy and have been exposed to the same ideas over and over again. They are looking for “wow” and along with that the implementation ability for smooth follow through and back up when things don’t go according to plan
   
   
3. Building the business through referrals rather than going out and finding the next client. In many industries the emphasis has been on going out and conquering the market, finding the next client and in some cases taking clients away from the competitors. This model for business is no longer working as industries continue to recycle clients. The emphasis needs to be on looking at the bigger picture with each client, building relationships with all departments of a large corporation, asking for referrals within specific industries where there has already been established success. Becoming an expert within a market segment versus trying to target all markets with a hit and miss approach
   
   
4. Partnering with suppliers to build your own “team” of experts that can be relied upon to consistently deliver quality, service and customer care. The meeting and event planners that are thriving have built solid relationships with their suppliers and value them as highly as their clients. Taking the time to communicate clearly their expectations to suppliers and understanding the needs of the suppliers allows the meeting planner to be able to provide with extreme confidence the service promises to their clients.
   
   
5. Adaptability and attitude to do what it takes. The meeting and event planners that are busy are not rigid in their processes. They are willing to make changes that may mean moving away from normal procedure for the benefit of the client. Rather than be fixed on issues having an attitude of flexibility and willingness to work towards complete customer satisfaction is what sets them apart.
   
   

So if we position ourselves in the meeting industry as an expert, provide consistent and reliable service and continually work to stay cutting edge there really is no such thing as competition.

In September 2004, event and meeting planners from all over the world will convene in an intimate resort in Honey Harbor, Ontario for an electrifying 3-day interactive, inspiring and entertaining professional development conference.

Set in the beautiful Ontario wilderness away from cell phones, shopping malls and laptops, this learning adventure is unlike any other industry conference. It’s designed to immerse delegates in an environment fostering teamwork, personal growth, professional dream building and excellence training. It’s an opportunity to get your body and mind out of the office, away from the boardroom and into a natural wonderland surrounded by colleagues and peers with whom you will share, learn, and grow.

So unique in design and format, CEP Event C.A.M.P will open the door to your imagination like no other event you have ever attended. Pack your backpack and your ball gown because CEP Event C.A.M.P. will have you on the edge of your seat with non-stop interactivity, the world’s best event specialists, creative team building, award winning speakers, fabulous parties, and the highest level of event education and professional direction you will ever have the opportunity to experience. We hope that you will join us for this truly special event - September 9th to 12th, at the Delawana Inn

CEP Event C.A.M.P. - where the leaders go to learn.

After six months of renovations from office space to a two-storey multifunctional entertainment venue, STIR at THIRTEENFORTYFIVE attracted 300 invited guests to an opening party that rocked Corso Italia into the night.

Once the date was set for the opening, the timeline was put into action and all focus turned to December 18. As builders, interior designers and artists worked away on the structure, aNd Logistix assisted the management of STIR in the planning of the party. Challenges arose as they always will when creating an event in a space that was not yet finished but the team remained imaginative and worked with what they had. A stunning rock wall with a unique natural texture was featured as one of the major décor elements within the bar. aNd Logistix, with the assistance of the Floral Studio used this feature and enhanced the room with funky and functional furniture and design based around copper toned textural enhancements, a splash of teal and natural foliage. Lighting was used to enhance and highlight the décor and to produce a warm, funky and inviting environment for guests including the media, clients, friends, colleagues, and club industry and entertainment personalities.

When guests arrived, a free-form walkabout buffet format took guests from the entrance to the basement lounge, providing a full tour of the space. Guests enjoyed delicacies from a sushi bar, cold hors d’oeuvres served on paint platters, crepes and fried cheese. Caterers included Catered Fare, Zest, Jewell Catering and Artistic Edibles. All caterers were chosen from a range of proposals and are all now listed as partners on the STIR website at www.club1345.com

The Martini Club showcased three of their signature martinis and entertained guests with their vivacious and energetic mixing skills. Creations included the ‘STIR’ martini, now a signature drink at the bar, Coco St. Clair and the Classic Martini. As a long-term client of aNd Logistix, Bacardi saw an opportunity to not only assist in the opening of this new bar but to gain exposure as a supporter and the enhancing of the St. Clair and Lansdowne area. Guests also enjoyed red and white Australian wines, beer compliments of King Brewery and Churchill Cellars and liquor compliments of Bacardi.

The entertainment upstairs included a light jazz trio followed by an outstanding performance by the Groove Divas. Meanwhile in the basement, partygoers danced the night away to DJ Little Leo who kept the guests on their toes all night long. DJ Little Leo is now the regular DJ at STIR on Friday and Saturday nights.

A formula for success:

TAKE: 2 phenomenally talented people
1 case of polar opposites
Stir in plenty of ambition
Mix a bunch of passion
Stir for a while and simmer
Then throw in some creative ideas
Toss together with integrity and desire for success
Mix well and watch it rise….rise…rise…….

That’s the formula that has driven e=mc² to their position as one of Western Canada’s most successful, forward thinking event and destination management firms. Run by Ken Christopherson CSEC, CSEM and Jocelyn Flanagan CSEC, CSEM, the flourishing business started years before the two even met. Both incredibly ambitious and goal oriented, they were each off exploring the event business from totally different angles when their fates collided and the e=mc² story began. Jocelyn, who was a competitive figure skater, set out to combine her love of the ice with her skills acquired during her 4 year degree in International Relations at University of Toronto. Living in Spain after graduating, she ran a figure skating program and became involved staging sporting events, fund raisers and eventually even fashion shows. After 2 years abroad she returned home to Calgary where she applied her expertise to her role at Moore Sport Tours, a sport Destination Management Company.

While Jocelyn was exploring the world outside Canada and chasing her dreams, Ken was back home on the other side of the ocean climbing the ladder in the world of corporate operations, marketing and merchandising - an experience which would one day serve him well in the creative realm of events. About the time Jocelyn was living in Spain, Ken was discovering his passions for design and arts were leading his heart in the opposite direction of his corporate office. Eventually making the jump, he left the safety and security of a great paycheck to see whether he had what it takes to make it in the roller coaster ride that is the life of an event planner.

Opportunity came in the form a lady named Cathy Pitts, who helped open the door for him to produce what would be his first event. The grand opening of the Ernst & Young Tower (Millennium Tower) in downtown Calgary. It was Cathy who introduced Ken to Karen and John Sherbut of the Safe Haven Foundation of Canada, who asked Ken to join their team producing the Annual Street of Dreams® Monopoly‚ Gala. The first year in business was tough. Ken juggled three part-time jobs including babysitting, painting and the night shift at the local Travelodge. A hard pill to swallow after two successful corporate careers but he was determined that this path was where he needed to be. Eventually burning the candle at both ends allowed him neither the funds nor the energy to really work on building his business and it looked like the path was about to change. Enter Lindsay Dann. Lindsay, a mentor of Ken’s, convinced him to keep going and, with her support, that’s exactly what he did. Around this time, Ken, through some tough but worthwhile challenges, met Jocelyn and after much discussion and some maneuvering, the three of them resurrected Ken’s dream and incorporated e=mc² event management inc. That was on a Wednesday. On Thursday the papers were signed, Friday an office was leased, which they painted all weekend and on Monday they opened our doors.

Within a few months and after great introspection, Lindsay decided this wasn’t the direction she wanted to be going and she moved on from e=mc². The rest, as they say, is history. Today e=mc² is in its 3rd year and they have grown from 2 to 10 full-time employees, have added Destination Management to their list of services and are positioned for solid and steady growth on a local, national and international level.

The team at e=mc² are a unique bunch of people. I can tell you that the only other company I can compare them to is Décor & More in Oakville Ontario because not only do they have similar stories but they have that timeless, honest, totally trustworthy confidence that immediately makes you feel open, inspired and completely at ease. This is truly a rarity in an industry where egos and icons come and go so fast it is virtually a lost cause trying to keep a current Rolodex. You just know that your business is safe with them and that you are valued as a friend and a client. This is what I see when I look into the world at e=mc². I see what I saw the first time I met Leslee Bell. I see heroes - people I admire and that I always walk away from knowing I am a better person for knowing them. That’s the kind of company you want, no, that you need to have handling your business.

They have a blast doing what they do in their funky offices in the metropolis that Calgary has become. They know everyone in town and networking has become a vital part of their modus operandi. They have to because they are involved with so many people. Their passion for people and being a part of the Calgary community shows through in their incredible dedication to the city’s causes. Case in point - Calgary Cares. This was a personal journey for Jocelyn who had spent much of her life performing and now found herself behind the scenes. The labor of love allows her to meet so many amazing people and the experience positively changes the lives of the many, many volunteers who participate in the event. Ken’s work on Safe Haven Foundation of Canada’s Street of Dreams® Monopoly‚ Gala enriches his life in so many ways. The purpose of the event, the creative and the people involved really define for him what a great event is all about and through these events the two have grown to be an integral part of the cities fund raising sector.

Their skill and creativity have won this young company some major accolades. In the past few years they have both become involved in CSES and ISES, become certified, have begun speaking at colleges and universities on various aspects of events and have won:

• Canadian Event Industry Awards (Canadian Event Perspective Magazine):
  • Best Event for a Charitable Organization in Canada 2002
  • Most Outstanding Logistical Achievement in Canada 2002
  • Most Outstanding Event over $300,000 in Canada 2002
• Westie Award (International Special Event Society):
  • Best Entertainment Production in the Western Americas 2003
• Gala Award (Special Event Magazine):
  • Best Theatrical Production for an Event, in the World 2003

Nothing is ever perfect and e=mc² have had their growing pains like the rest of us. The first year was as tough as one can expect from a new company and both had to sacrifice a lot in their personal lives, but they’re now working very hard to get that balance back into our lives.

But if you ask both Ken and Jocelyn, they will tell you that they wouldn’t change a thing.

They agree that the biggest challenge is finding the balance in running the company and running the events. Growth management is a full time job and although they always believed they would be successful, neither anticipated it happening so quickly. Their goals match and that’s the key to getting through the tough parts and the bad day. They have a clear direction and are working hard to manage the growth while taking care of their clients and their team.

They have some pretty quirky yet effective ways to take care of their clients. For Ken, its all in the details. “We were launching a company on the New York Stock Exchange and had all of their employees together to watch the New York Stock Exchange very early in the morning. It involved satellite signals, web casting etc., but most importantly we had about 20 minutes to feed 2500 employees breakfast. The venue put out 30 bottles of ketchup for the breakfast. Right before the employees entered the room I had all of the new ketchup bottles started by pouring out of each one. I wasn’t going to allow the service lines to be slowed down while everyone waited for the Heinz Ketchup to slowly creep out of the bottles.

It’s so much about details for Ken that he believes his best trait is attention to details and this is also one of his worst traits. That’s where they balance each other. Where Ken can get bogged down in little things, Jocelyn, with her eternal optimism and energy, keep him going. Their staff agrees. They tell me that Jocelyn is focused and determined and always sees glass as half full. Ken, well he’s tough as nails on the outside but inside he’s soft as cotton candy. They have a great respect from their team who love working to e=mc². They gripe about the fact that Joc is a grammar fanatic and Ken is a detail nut but you know what - its working for them.

It’s a tough industry to work in and an even tougher one to keep a crew happy in. The long hours and stress can lead to high turnover and burn out rates. Both Ken and Jocelyn find time to recharge and encourage their staff to do the same thing, making sure they get back the time they put in one site and over events.

I asked them what If they could change three things about the industry, what would they be, and how and why would they change them?

Jocelyn’s answer pretty much summed up for me the underlying philosophy that radiates through the walls at e=mc² and is the foundation under their success.

“I would absolutely ensure that the industry leaders overall are open and mentor the new crop of individuals who want to be involved in the event industry. It is much better than it used to be, but when I started out no one would take my phone calls or answer my questions. We usually have 4 meetings a week sitting down and talking to interested individuals about our industry. I am always asked why I teach and why I don’t mind giving away all of our corporate secrets. For our entire team it is about creating credibility for our industry. I would rather give a “hand up” then have someone make a huge error that results in lack of credibility for our industry as it continues to grow. Don’t get me wrong we give a “hand up” we don’t give a “hand out”.

It’s that attitude, that kind of progressive and open minded thinking that, combined with their determination, passion and ideas that make the e=mc² recipe for success and winning formula.

As soon as Jenn Beaupré opens her mouth, it is evident that she is anything but shy about sharing the deeply personal experiences entwined within her music. Her clean and versatile vocal range breathes life into maturely sentimental lyrics and offers a sincere depth of emotion. Her voice has a unique presence that captivates and engages an audience, leaving them no choice but to calm the subtle chill that overcomes them as they listen.

At just 21, Jenn is a uniquely gifted vocalist and lyricist. Singing before speaking, music has been an inherent part of her life since childhood and it is evident that Jenn's true home is the stage. From the first single note, she charms the audience and invites them to experience their life through her music.

Winner of the 2003 Calgary Stampede Youth Talent Showdown and first runner up at the Canadian Finals, Jenn has been recognized as one of Canada’s most promising performers. Two years ago she released an independent CD (My Life So Far) that is selling well and has received airplay on CBC and CKUA. She was recently one of 5 finalists chosen to perform in the Pantene Pro-Voice Competition in Toronto last summer. Finalists were chosen out of over 800 entries submitted from all over Canada by an advisory board made up of celebrities, industry reps, music/entertainment press. Advisory board members included singer songwriter Tara McLean, 4 time Juno Award winner Simone Denny, MTV Canada host Exan Auyoung and Warner Canada A&R executive Steve Blair.

Jenn is currently working on new material, playing corporate and public events, and plans to go back into the studio in the near future. It has been said by many in the know that her truly refreshing style and award winning voice is going to take her to the Grammy stage in no time and her music will carry her through a lifetime career as one of Canada’s brightest stars of this generation.

ARC: Animated Real-Time Character
Want to bring your message to life with a super cool, interactive customizable character? Introducing ARC (Animated Real-time character). ARC is a fully interactive "virtual personality" designed to communicate between your company or product, and your audience. In a high-tech, humorous and cost-effective manner, ARC can speak naturally the audience, a speaker on stage or even a complete stranger. Customizable for an event and circumstance, it can fit your exact needs.

It’s a fact that people retain key messages when they are actively involved in the presentation. Facilitated by our professional puppeteers, the ARC can answer questions from the crowd, engage in witty banter with a presenter and reinforce vital points of a presentation, ARC can play the role of cheerleader, devil's advocate or curious pupil, helping to focus the audience's attention on your key messages. For powerful presentations, ARC will keep your audience engaged from the first to the last word.

Totally affordable and interactive, ARC can deliver presentations, act as a virtual emcee, or provide comic relief, while reacting instantaneously to feedback from the audience. There are virtually no limits to the character options. Choose from a wide variety of stock characters that suit most settings or business applications or even better; customize ARC to suit a company or client. For example, make ARC look like the CEO or have ARC in corporate branded clothes etc, create characterized products, mascots, and corporate logos, even your company president. The possibilities are unlimited and the impact on guests is fantastic.

To book ARC in Western Canada, contact Noteable Entertainment Ltd., and in eastern Canada call Ravenstone Productions, both exclusive suppliers. For further information or a demo of arc please contact Darrin Buchanan toll free at 1.888.932.4372

How to Create Fantasies and Win Accolades: a practical guide to planning special events
Aimed at novice to mid-career event planners, this is the most up-to-date and in-depth book on special events ever, by acclaimed special event producer and speaker Doug Matthews, just published in late October 2003. This book is an essential reference and must-have addition to the library of any company, association, non-profit organization or individual who ever needs to know the details of planning a special event, no matter what size.

Features of This Book:

• Laid out in easy-to-use, 8 x 11, attractive, coil-bound, soft cover format
• Treats the event planning process as a logical series of phases and leads the reader through the process in an easily understandable manner
• Contains extensive checklists for every event phase
• Contains sample client and supplier contracts that can be copied and used or modified by reader
• Contains extensive technical glossaries of Lighting, Audio, Visual Presentation Technology, Catering, and Production Management

Benefits of This Book:

• Logical and easy to read - does not waste time in getting to the “meat”
• Planners will quickly gain knowledge because of the depth of detail compared to other books on the subject, particularly in the technical aspects of event planning
• Real checklists and real sample forms are in formats that can be copied and modified for use, saving time and money on research
• Considers event planning in the reality of a post-9/11 world with cautions about current industry concerns and problems
• So practical that planners will want to literally carry it to all events
• Delivers exceptional value for the price ($34.95 in Canada, $26.95 in USA)

Great Places… South Thompson Inn
The South Thompson Inn, Guest ranch and Conference Centre is quietly nestled on 55 acres stretching from shores of the South Thompson River to the foothills of the Rocky Mountains. From the minute you drive through the gates, down the lane and past the sparkling white fenced paddocks, you’ll realize this is not your average meeting place. With an appropriate mix of tasteful design and business practicality, The South Thompson Inn has expanded and upgraded its facilities extensively since first opening in 1993.

The newly redesigned Conference Centre is an unexpected corporate surprise in the midst of the tranquility of the Inn, with ten extremely functional meeting rooms accommodating up to 200 people, high speed wireless Internet, business center and 1,400 square feet of patios for outdoor events.

The Inn boasts 55 individually decorated rooms located in the main building, the Manor House and the Stable Suites. In keeping with the equine theme, all the rooms are named after racehorses, racetracks, and Kentucky cities. Each room has a comfortably furnished deck with spectacular vistas of the river or the mountains.

Just 15 minutes east of Kamloops, four hours from Vancouver, with horseback riding, golf, and fine dining, the South Thompson Inn is ideal for corporate retreats, golf getaways and individual escapes.

Amazing Spaces… Casa Loma
It took three years, $3,500,000 and more than 300 workers to build Casa Loma. Some thought it was the most romantic thing to ever happen to Toronto. It is Toronto's most glamorous landmark and the enduring legacy of Sir Henry Pellatt, a prominent Canadian financier, industrialist and military officer of the early twentieth century. He built Casa Loma between 1911 and 1914, capturing the most pleasing architectural elements of the Norman, Gothic and Romanesque styles. The finest of furnishings, fabrics and artwork were purchased throughout North America and Europe to complete his home: a castle that fulfilled all of his childhood dreams. It is filled with decorated suites, secret passages, an 800-foot tunnel, towers, stables, and beautiful 5-acre estate gardens. Sir Henry and his wife Lady Mary were renowned for their lavish entertaining while living at Casa Loma.

A visit to this magnificent castle is like a step back in time to a period of European elegance and splendor. As an event venue, the castle offers a unique ambiance that impossible to recreate in any other venue.

The castle offers meeting rooms on the 3rd floor and Galas and evening functions can choose from the Great Hall, Library and Conservatory. From soaring ceilings and Italian marble to the bronze ornate doors, stained glass dome and magical five acres of gardens, Casa Loma is one of the most stunning venues in the country.

The best thing about this venue is that when you book an event, you are given exclusive use of the majestic space. Events at Casa Loma are undeniably grand and can range from weddings to small trade shows, galas and business events. No matter what kind of fete lies ahead for you, CEP recommends Casa Loma as one of Canada’s Amazing Spaces.

Events Calendar: February 15th, 2004 through May 20th, 2004

March 16th
CSES Alberta
presents: Monthly Networking Event
ab@cses.ca

March 17
ISES Vancouver
presents: The 9th Annual Buffet Blowout
Pedersen’s Rentals
mike@granekproductions.com

March 18
MPI BC Chapter
presents: Luncheon and Annual General Meeting
Technology Tips, Website Tips. What you should know about today's latest technology.
Hyatt Regency Hotel
ljenkins@bcpavco.com

March 25 - 26
CEP Magazine
presents: CSEME Toronto Corporate Trade Show & Conference
(Trade show only 26th)
Metro Toronto Convention Centre
Info@canadianspecialevents.com
$35.00 for suppliers
$0.00 for planners

March 25th
ISES Toronto
Joins CSEME for Event Sensations Industry Bash

March 27
CEP Magazine
presents: Toronto Events & Party Show
Metro Toronto Convention Centre
Info@canadianspecialevents.com
$10.00 admission

April 14 - 15
CEP Magazine
presents: CSEME Calgary Conference & Trade Show
(trade show 15th)
Calgary RoundUp Centre
Info@canadianspecialevents.com

April 15th
MPI BC
presents: Teambuilding Activity - Think like a Team. Work like a Team. Win like a Team. University Rope Course and instructors will host MPI for this inaugural event.
UBC Conference Centre and
UBC Golf Course, Ropes Course
ljenkins@bcpavco.com

April 20th
CSES AB
presents: Monthly Educational Session
ab@ceses.ca

APRIL 30
CANADIAN EVENT INDUSTRY AWARDS GALA
HYATT REGENCY VANCOVUER
info@canadianspecialevents.com

May 18th
ISES Toronto
presents: ISES Toronto Schmoozefest
Mississauga Convention Centre
info@isestoronto.com

May 20th
MPI BC
presents: Qualities of Great Leaders - Hear some local success stories of leaders. What qualities do they have? How did they overcome their obstacles and challenges?

Sept 9-12
CEP Magazine
presents: Event C.A.M.P. Conference
Delawana Inn, Ontario
info@canadianspecialevents.com