Event Architects To Know in 2024 - Meagan Berglund, eClinicalWorks
Meagan Berglund, of eClinicalWorks, discusses how she builds and plans meetings and events in the evolving hospitality landscape of 2024.
Luke Whalin
Apr 15, 2024
Welcome to the HopSkip Planner Spotlight Series, where we highlight event professionals making waves across the events industry to share lessons learned and raise awareness of their invaluable contributions.
Name: Meagan Berglund
Company Name: eClinicalWorks
Job Title: Event Producer
Can you briefly tell us about your background in event planning and how you got started in the industry?
I initially entered the events industry through my role at Tapestry Networks as a Project and Event Manager. The opportunity to create and manage invite-only events for high-profile corporate governance and healthcare attendees sparked my interest. The dynamic nature of event planning, coupled with the chance to build and maintain relationships with influential leaders, motivated me to pursue a career in this field.
How do you go about selecting the perfect hotel or venue? What factors weigh most heavily in your decision?
Picking the perfect venue is like putting together a recipe for success. We've got some key ingredients to mix in:
First off, location and accessibility. We're talking proximity to transportation hubs and making sure our attendees aren't embarking on a quest to get there.
Capacity and layout: We're like venue architects, ensuring it's not just a space but the right space. Gotta have that flexibility for all our event magic.
Amenities and adaptability: We're eyeing up the facilities, A/V gear, catering options - the whole shebang. It's like checking off a wishlist.
Budget talks, balancing our dreams with the reality of the budget. It's a dance, but we make it work.
Let's not forget about history and relationships. We're playing detective, checking out the venue's track record, chatting up previous clients, and making sure it's not just a venue.
it's a partner in our event success story.
What does the initial planning phase of securing a venue look like for you? Could you walk us through your initial steps?
What common financial challenges often arise when organizing an event, what strategies do you use to mitigate them, and how do you avoid them?
Let's break down the venue-hunting adventure – it's a bit like piecing together a puzzle.
First up, we're on a mission – define our event objectives. What's the goal? Who's our audience? This sets the stage for finding the perfect venue match.
Now, let's talk money – budget planning. We're not throwing numbers in the air
we're crunching them considering venue costs, logistics, and getting ready for some friendly negotiations.
Time to put on our detective hats – research potential venues. We're not doing this solo
we're tapping into our industry connections, diving into online databases, and even drawing on past wins. It's all about finding the hidden gems.
Next stop – site visits. Think of it as our venue test drive. We're walking through, checking out the vibe, the layout, making sure it's a match made in event heaven.
Negotiations time! We're not shy about it. We're diving into discussions, seeking those sweet terms, concessions, and nailing down agreements that make everyone happy.
Last but not least, contracts. We're not just giving them a glance
we're diving deep, making sure everything is crystal clear – from terms to cancellation policies. No surprises, just a smooth journey from start to contract-signing finish.
Navigating the financial aspects of event planning is like a dance, it can be tricky, but I've got some steps to keep the rhythm flowing.
Imagine this: the budget, our guiding star. Yet, occasionally, we sail into the storm of over-budget territory. How do we navigate it? By keeping a vigilant eye on expenses, anticipating potential budget storms, and adding a contingency fund as our safety net. The trick? Have those candid conversations with management from the start. No surprises, just smooth sailing ahead.
Hidden costs? Oh, they're like ninjas in contracts, just waiting to strike. But we've got our magnifying glass out, scrutinizing every line. Negotiating? That's our secret weapon. Bring in the procurement team from the get-go. Let them work their magic in negotiating transparent terms with vendors and venues. No hidden surprises.
Now, unforeseen expenses - the wild cards. We don't have a crystal ball, but we've got the next best thing - flexibility in the budget. Plan for those unexpected costs, because, well, you never know what curveballs the event world might throw at you.
Negotiate payment schedules with vendors that align with our cash flow. No financial acrobatics, just a smooth financial performance.
And finally, expense prioritization. Every dollar has a purpose. Prioritize spending based on the event's core objectives. Allocate resources strategically! We've got a budget, but it's not a free-for-all.
How do you leverage technology to boost efficiency during the planning, execution, and post-event stages? What does your “event tech stack” look like? (For example, using Survey Monkey for surveying attendees post-event)
I've got a tech toolbox that's all about making event life easier. We're working Smarter, Not Harder!
The command center is the project management software, Wrike, where planning, task juggling, and team collaboration happen seamlessly. For attendee management and data collection, we sail smoothly with advanced online registration systems that are created and developed in-house. When it comes to event mobile apps, I'm not just a user.
I'm in on the design and testing, making sure they're ready for our clients with real-time info, networking perks, and engagement features. Post-event, it's all about gathering insights with tools like SurveyMonkey for deep dives into attendee feedback and event success. As for project management, trusty sidekicks like Wrike and Trello handle task tracking, timelines, and team communication. Communication tools keep everyone on the same page transparently and in real time. With this arsenal of tech tools, I'm not merely organizing events.
I'm conducting them with precision, gathering invaluable insights, and adding a splash of tech wizardry.
Do you use frameworks, templates, or other tools/documents to help you stay organized and manage the event planning process?
Absolutely, organization is the heartbeat of successful event planning. I've got a toolkit of tricks to keep everything running smoothly:
I'm all about event planning frameworks. Think of them as the backbone of the operation, guiding us through every step, from the initial idea to the final curtain drop.
Then, there are my trusty project management tools, which are Wrike and Trello, like my dynamic duo. They help me juggle all the moving parts, from timelines to collaborative planning, ensuring nothing slips through the cracks.
Now, let's talk checklists and templates. These are like the unsung heroes
I create detailed ones for everything, whether it's coordinating with vendors or tackling on-site logistics. They're the roadmap that keeps me on course.
Last but not least, we have our homegrown event management website that as an event planner I work directly with our web developers on to improve in real-time. It's the hub where all the magic happens - from storing crucial information to managing attendees and keeping communication flowing seamlessly. It's like the control center for the entire operation.
Do you have any specific strategies or insights for enhancing the attendee experience at your events?
Making sure attendees have a blast is my top priority, and here's how I make it happen:
Interactive Elements: Let's spice things up with engaging sessions, Q&A segments, and live polls. Get ready for some interactive action!
Networking Opportunities: It's not just about the main event
I'm all about those networking vibes, whether it's structured sessions, pre-event connections, or even during breaks. Snacks are great, but so are the connections we make.
Personalized Communication: No one-size-fits-all here. I'm all about tailoring messages to each attendee, giving them the info they need and experiences they'll love.
Feedback Loops: It's a two-way street. I'm not just talking
I'm listening. Surveys and post-event chats – I'm soaking in all the feedback to keep making our events better and better!
Effective communication is crucial in any planning process. How do you ensure you and your event stakeholders are always on the same page?
Communication is the heartbeat of any planning process. So, how do I make sure everyone's in the same book, not only the same page, with a couple of key actions:
Regular Meetings: We're not just meeting
we're having regular powwows. It's like our planning hangout to dish out updates, tackle challenges, and get everyone on the same wavelength.
Detailed Documentation is like our project diary. I'm not just offering a sneak peek
I'm sharing the whole package – project plans, timelines, and status reports. No secrets, everyone's in the loop.
Microsoft Teams: It's not just about talking
it's about talking in real-time. Thanks to Microsoft Teams, we're keeping the conversation alive, vibrant, and all in one centralized hub. It's like our virtual water cooler.
Open Dialogue: It's more than just talking
we're engaged in genuine conversations. I'm all for opening the floor, actively seeking feedback, and taking the lead in addressing concerns. It's not just collaboration
it's a collective team effort.
How do you facilitate networking opportunities among attendees? Are there any specific tactics or strategies that you recommend?
What's your go-to plan for handling emergencies or unexpected situations during an event?
Can you share an example of a significant challenge you faced while planning an event conference and how you overcame it?
Absolutely, we aim to amp up the networking game and make those connections even more meaningful by facilitating roundtable discussions, giving attendees more opportunities to dive into specific interests. Longer breaks really allow for those quick connections to be made. Also, for sponsored receptions, we situate the bar right next to our elite and platinum sponsors for a reason.
Future ideas:
Virtual Platforms, not just connecting, but virtually mingling on platforms with designated networking spaces.
Attendee Profiles: Profiles and matchmaking features are like a spotlight for everyone. And during those extended breaks, attendees can leisurely browse, identify like-minded professionals, and connect.
Alright, let's talk about handling curveballs during an event.
Team Communication: We're all about keeping the team in the loop. Clear communication lines are a must for tackling emergencies head-on between our team and the onsite property contacts.
Emergency Pros: When things go sideways, I've got on-site heroes ready to swoop in. We hire EMS to be at our larger events to be available for an emergency that may come up. Like insurance, it's better to have it and not use it.
Contingency Plans: Expect the unexpected, right? We've got plans in place for the usual suspects – technical glitches, transportation hiccups, or even a surprise weather twist.
One notable challenge involved unexpected venue construction, impacting our event space. To address this, I promptly engaged with the venue management, negotiated alternate spaces, communicated transparently with attendees, and seamlessly adjusted event logistics. Flexibility, quick decision-making, and transparent communication ensured the event's success despite the unexpected hurdle.
What are the typical steps you take in the post-event phase?
Gathering Feedback: We're all ears. After the event, we're diving into participant surveys to snag feedback on everything – the good, the great, and maybe a hiccup or two.
Performance Evaluation: Let's dive into the event performance – because, you know, numbers don't lie. We're digging into those KPIs to see where we nailed it and where we can improve.
Financial Recap: It's spreadsheet time! We're delving into financial reports, doing the money dance. We're not just comparing what we spent to the budget.
I'm teaming up with procurement to sniff out spots for improvement and explore potential credits. Let's make those numbers work for us!
Documentation: Lessons learned are lessons earned. Our team is jotting down everything in a post-event report – the wins, the oopsies, and the secrets to success. It's like our event playbook for the future.
So, after the event, it's not just a wrap. It's time to learn, grow, and set the stage for even better events down the road.
What key performance indicators (KPIs) do you use to evaluate the success of an event?
Let's talk about the pulse of the event – you know, the real game-changers: Metrics, Surveys, Finances.
Attendance Metrics: We're not just counting heads
we're digging into the who, what, and how engaged our attendees were.
Satisfaction Surveys: We're all ears for feedback. Those post-event surveys really spill the tea on what rocked and what we can tweak for the next big event.
Financial Performance: Numbers are our friends. We're doing a deep dive into budgets, costs, and ROI to make sure we're not just spending but investing wisely.
Social Media Impact: We're not just throwing a party
we're creating a buzz. Our team has their eyes on social media – measuring engagement and checking out all the exciting event chatter online. #eCWcelebration
These aren't just indicators
they're the stories behind the scenes, helping us shape even better events.
What advice would you offer someone just starting their career in the meetings and events industry?
For someone entering the field, my advice would be:
Embrace Learning: Continuously educate yourself on industry trends, emerging technologies, and best practices.
Stay Organized: Develop effective organizational systems, utilizing tools and templates to manage tasks efficiently.
Be Adaptable: Adaptability is key in this dynamic field, so be ready to pivot and find creative solutions.
Network: Attend industry events, join professional associations, and engage with peers in person and online to expand your network.
Communication is Key: Foster transparent and open communication with stakeholders, team members, and clients.
Seek Mentorship: Connect with experienced professionals for guidance and mentorship to accelerate your learning curve.
My biggest takeaway and most important is to build relationships: Cultivate strong relationships with vendors, colleagues, and industry professionals for support and collaboration. This industry is huge on relationship building and it's never too early to start.
Remember, each event presents unique challenges and opportunities, and your ability to navigate them will contribute to your growth in this exciting field!