Event Architects To Know – Deanna Griffith-House, EventMasters

Getting a Start in Tech Events

"I began my career in event planning with a strong foundation in technology events, quickly gaining expertise in organizing and executing complex programs. Over the years, I specialized in the MICE industry, with roles that allowed me to oversee events of varying scales and formats. Throughout my journey, I've remained committed to enhancing the attendee experience and driving value through carefully crafted events."

A Planner's Guide to Smart Venue Selection

When it comes to choosing the perfect venue, Griffith-House considers seven key elements. "Event fit is always my starting point," she explains. "The venue must align with the event's purpose, theme, and attendee profile to create the right ambiance."

But it's not just about the space - it's about the complete experience. Here's her venue selection checklist:

• Event Fit: The venue must align with the event’s purpose, theme, and attendee profile to create the right ambiance.
• Location & Accessibility: A central location near transportation hubs reduces travel barriers, with nearby dining and entertainment adding value for multi-day events.
• Capacity & Layout: The venue’s space and layout flexibility is crucial to accommodate attendee numbers and event flow, with reconfigurable spaces for different sessions.
• Technology: Strong Wi-Fi, AV support, and reliable tech infrastructure are essential, especially for tech-driven events.
• Budget & Value: To maximize the budget, the venue’s costs should be balanced against provided amenities, including bundled or à la carte services.
• Sustainability: Eco-friendly venues with green certifications are prioritized as sustainability increasingly resonates with attendees.
• Service Quality: Venues with strong reviews and experienced events teams ensure smooth coordination and support.

The Tech Stack That Makes It All Happen

"I'm a data nerd, so I rely on a well-rounded event tech stack to streamline planning, execution, and post-event processes."

Her tech stack isn't about complexity - it's about creating efficiency and better experiences:

• Project Management: Tools like Asana or Trello help organize tasks, deadlines, and team communication in one central place, ensuring everyone stays aligned.
  
  
• Event Registration and Communication: Platforms like Eventbrite manage registration, ticketing, and attendee communication, creating a seamless onboarding experience and data tracking.
  
  
• Onsite Management: For check-ins and real-time updates, I use mobile-friendly tools like EventMobi, which integrate with registration data and simplify logistics on the ground.
  
  
• Engagement and Feedback: During the event, live polling and Q&A apps like Slido or Mentimeter boost attendee interaction. Post-event, SurveyMonkey gathers feedback to gauge satisfaction and areas for improvement.
  
  
• Data Analytics: Tools like HubSpot or Salesforce help track ROI by analyzing attendee data, engagement, and conversion metrics, allowing for continuous optimization of future events.

Managing Financial Hurdles for Events

"Event financial challenges often arise from high costs, unexpected expenses, and attendance-related fees. I set a clear budget, negotiate bundled services or discounts, and compare bids to get the best rates. I add a 10-15% contingency in the budget and conduct regular vendor check-ins to avoid last-minute overruns. Estimating conservatively and choosing flexible contracts help minimize fees. Monitoring registration helps adjust commitments if needed. Early sponsorships, flexible pricing, and diversified revenue streams ensure stability if sponsorships or sales fall short."

When Events Don't Go According to Plan

Deanna's project management background proves invaluable when facing challenges. "One significant challenge I faced while planning a conference was a sudden venue cancellation due to unforeseen circumstances. This occurred just a month before the event, which left us scrambling to find a suitable alternative."

"To overcome this, I quickly activated my network and reached out to multiple venues to assess availability and options. I prioritized flexibility and essential amenities while negotiating terms to accommodate our needs within the remaining timeframe. I also communicated transparently with stakeholders about the situation and the steps we were taking to ensure a seamless transition.

Ultimately, we secured a new venue that not only met our requirements but also offered additional features, enhancing the attendee experience. This experience underscored the importance of having contingency plans and a strong network in the event planning process."

Measuring Event Success

For evaluating event success, Deanna uses these key performance indicators (KPIs):

• Attendance Numbers: Comparing actual attendance against projected numbers to assess reach.
  
  
• Engagement Metrics: Tracking participant interactions, such as session attendance, polling responses, and networking activity.
  
  
• Satisfaction Ratings: Analyzing post-event survey feedback to gauge attendee satisfaction with content, logistics, and overall experience.
  
  
• Revenue Generation: Measuring total revenue against the budget, including ticket sales, sponsorships, and merchandise.
  
  
• Social Media Engagement: Monitoring mentions, shares, and interactions on social media platforms to evaluate online reach and impact."