Event Architects To Know in 2024 - Priscilla Chan, Aevias

Written by Luke Whalin | Nov 25, 2024 4:32:03 PM

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: Priscilla Chan

Company Name: Aevias

Job Title: Director, Events

Can you briefly tell us about your background in event planning and how you got started in the industry?

My 12-year journey in event planning has been an adventure, taking me from PR agencies to destination management companies and now to agency life with Aevias. Along the way, I've had the privilege of creating corporate events and brand experiences that span the globe.

My path into this industry wasn't direct. After graduating, I started in digital marketing, managing social media campaigns. However, I soon realized my true passion was in event planning. Transitioning wasn't easy, but I quickly learned that connections are key in this field. So, I leveraged my network, conducted countless informational interviews, and eventually, a mutual contact gave me an opportunity.

This diverse background has shaped my approach to event planning. From media events to immersive customer experiences, each project has contributed to my growth. It's been a rewarding journey, and I look forward to what's next in this dynamic industry.

How do you go about selecting the perfect hotel or venue? What factors weigh most heavily in your decision?

Selecting the perfect venue involves balancing several key factors:

Client Objectives: The venue must align seamlessly with the client's goals, brand identity, and the event's purpose.
Attendee Experience: I prioritize guest comfort and convenience, considering factors like accessibility and overall ambiance.
Capacity and Layout: It's crucial that the space can comfortably accommodate all attendees and planned activities, allowing for smooth flow and engagement.
Technical Capabilities: In our increasingly digital world, I look for venues with robust AV equipment, reliable Wi-Fi, and built-in infrastructure to support modern event needs.
Budget Alignment: I never compromise on quality, but I ensure the venue fits within the client's financial parameters.
Uniqueness: Particularly for brand experiences, I seek out venues that offer a distinctive or memorable element to elevate the event.
Local Flavor and Cultural Relevance: I consider how well the venue represents or incorporates local culture, which can add depth to the event experience, especially for out-of-town attendees.

The weight of these factors fluctuates depending on the event's specifics and client priorities. My goal is to find the right balance, selecting venues that fulfill logistical needs while elevating the overall event experience. This strategy has consistently delivered memorable experiences that exceed client expectations and delight attendees.

What does the initial planning phase of securing a venue look like for you? Could you walk us through your initial steps?

Here's a walkthrough of my typical process:

Client Consultation: I begin with an in-depth discussion to understand the client's vision, objectives, and specific requirements.
Event Brief Creation: Based on this, I develop a comprehensive brief outlining key details like attendee numbers, desired location, budget, and technical needs.
Market Research: I identify potential venues aligning with the brief, considering both familiar options and new possibilities that might offer unique advantages.
Venue Outreach: I contact shortlisted venues to check availability, gather detailed information, and arrange site visits where feasible.
Proposal Analysis: After collecting detailed proposals, I create a comprehensive comparison of top venues, weighing pros and cons against event objectives and budget.
Client Presentation: I present the best options to the client, offering professional recommendations while considering their preferences.
Negotiation and Finalization: Once a venue is chosen, I negotiate terms and finalize the booking, ensuring all agreed-upon details are accurately reflected in the contract.

By maintaining transparency and open dialogue throughout this process, I ensure all stakeholders are aligned and informed. This collaborative method consistently leads to securing venues that elevate the event beyond expectations, providing the perfect backdrop for our clients' visions to come to life.

What common financial challenges often arise when organizing an event, what strategies do you use to mitigate them, and how do you avoid them?

In event planning, financial challenges are inevitable. Here's how I address some of the most common fiscal issues:

Budget Overruns: I rely on detailed, itemized budgets with built-in contingencies for each category. Regular reviews and adjustments throughout the planning process help prevent surprises and keep us on track.
Unexpected Costs: I always maintain a reserve fund, typically 10-15% of the total budget, for unforeseen expenses. Thorough research and clear communication with vendors about potential charges help minimize surprises.
Cash Flow Management: Negotiating favorable payment terms with vendors and carefully timing expenses and income are crucial. I plan the financial flow as meticulously as the event itself to ensure smooth operations.
Currency Fluctuations: For international events, I use forward contracts or options to lock in exchange rates when necessary. When possible, I aim to conduct transactions in a single, stable currency to reduce complications.
Vendor Price Increases: I prioritize locking in prices early with contracts and negotiating price-freeze clauses. Building strong relationships with reliable vendors has proven invaluable, often leading to more favorable long-term arrangements.

The key to successfully navigating these financial challenges lies in meticulous planning, clear communication with all stakeholders, and maintaining flexibility. Regular financial check-ins and a willingness to make data-driven adjustments are essential. Embracing a proactive and flexible approach allows us to transform potential financial hurdles into opportunities for innovation and efficiency. This approach doesn't just keep our budgets in check—it elevates our events, creating experiences that wow attendees and clients alike, all while maintaining a healthy bottom line.

It's this balance of fiscal responsibility and creative problem-solving that truly sets exceptional event planning apart.

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)

Leveraging technology is crucial for boosting efficiency throughout the event lifecycle. Our "event tech stack" is carefully curated to streamline processes at every stage. As a Microsoft Teams company, we rely on the full Office suite for planning, collaboration, and communication. Excel and PowerPoint are our go-to tools for budgeting, timelines, and presentations.

We use Dropbox or Google Drive to share information with vendors and collect presentations easily. Canva is our go-to for creating quick design mockups and promotional materials. When it comes to registration, we tailor our solutions to fit the event's needs, whether that's using simple platforms like JotForms or Eventbrite or developing a fully custom registration site.

During presentations, we often use Slido to engage the audience, and after the event, we turn to Survey Monkey to gather attendee feedback. More and more, we're integrating AI models to streamline tasks – Perplexity or ChatGPT help us with content creation, while chatbots handle general FAQs on-site.

Throughout the process, cloud-based solutions ensure that everyone has real-time access to updates and information. While our tech stack makes us more efficient, we always keep the human touch in our work, ensuring technology enhances rather than replaces our team's expertise and creativity. We're always on the lookout for new technologies and innovative solutions to improve our processes and deliver exceptional event experiences.

Do you use frameworks, templates, or other tools/documents to help you stay organized and manage the event planning process?

Absolutely. Frameworks, templates, and other organizational tools are essential to the event planning process. My approach begins with a master event planning framework that outlines key phases and milestones for any event. This serves as my roadmap, ensuring I cover all crucial aspects from initial concept to post-event evaluation.

We've created a suite of templates that cover virtually every aspect of event planning. These include event briefs, detailed budget spreadsheets, timeline and task lists, vendor comparison forms, marketing plans, run-of-show documents, and post-event surveys. These are continuously refined to keep them relevant and effective.

For day-to-day management, I use project trackers or critical paths to monitor tasks, deadlines, and team responsibilities in real-time. This keeps everyone aligned and accountable. Additionally, we maintain comprehensive checklists for different event types to ensure no detail is overlooked.

While these tools provide structure, I always emphasize flexibility. Every event is unique, so I adapt my templates and processes as needed to meet specific client needs and event requirements.

By leveraging these frameworks and templates, I'm able to streamline my planning process, maintain consistency across projects, and focus more energy on the creative and strategic aspects that make each event special.

Do you have any specific strategies or insights for enhancing the attendee experience at your events?

Enhancing the attendee experience is a multifaceted approach. It starts with knowing your audience intimately: What are their demographics, preferences, and goals? Then, a narrative needs to be created. Each event should be approached as a story, creating a cohesive experience from start to finish.

Balancing quality content with interactive elements is crucial. I ensure ample time for networking and hands-on activities to keep energy high and enhance learning retention. I also like to leverage the power of surprise to create memorable moments that will be talked about long after the event.

Comfort and convenience are priorities, from seating to charging stations. Building a sense of community is also key, both during and after the event.

By focusing on these areas, I strive to create events that not only meet but exceed attendee expectations, fostering engagement, learning, and meaningful connections. The goal is always to deliver an experience that resonates long after the event concludes.

Effective communication is crucial in any planning process. How do you ensure you and your event stakeholders are always on the same page?

Keeping everyone on the same page in event planning is like conducting an orchestra - every element needs to be in harmony. I begin by understanding each stakeholder's preferred communication style, whether it's detailed emails or quick chats.

Collaborative tools serve as our shared playbook, letting everyone see progress in real time. Regular check-ins act as our rehearsals, ensuring we're all in sync. When issues arise, I address them quickly to keep the process smooth. This approach transforms the complex task of event planning into a well-coordinated performance.

How do you facilitate networking opportunities among attendees? Are there any specific tactics or strategies that you recommend?

Facilitating networking at events is all about creating the right environment for meaningful connections. Structured networking sessions, such as speed networking or themed breakout groups, form the backbone of my strategy. To keep things engaging, I incorporate interactive elements like networking scavenger hunts or use apps for smart attendee matching. Comfortable networking lounges provide spaces for organic conversations to flourish.

I also believe in turning everyday moments into networking opportunities. For instance, I might print icebreaker questions or thought-provoking statements on coffee cups during breaks, transforming a simple coffee run into a catalyst for conversation. Another tactic I use is creating themed lunch tables with conversation starters as centerpieces, encouraging attendees to sit with new people and dive into discussions around specific topics or industries.

This comprehensive approach ensures a well-balanced networking experience that caters to diverse preferences and maximizes valuable connections. By blending structured activities with spontaneous interactions, I create an environment where networking feels natural and productive for all attendees.

What's your go-to plan for handling emergencies or unexpected situations during an event?

Handling unexpected situations during events requires a blend of thorough preparation and quick, decisive action.

Comprehensive contingency plans for a range of scenarios are developed and shared with key team members and stakeholders before the event.
On-site, I maintain a dedicated crisis management team and establish clear communication channels.
Regular staff briefings and walkthroughs ensure everyone knows their role in an emergency.
Flexibility is key, and we're always ready to adapt our plans as situations evolve.
Post-event, we conduct thorough debriefs to refine our emergency protocols for future events.

Can you share an example of a significant challenge you faced while planning an event conference and how you overcame it?

A significant challenge I faced was when our keynote speaker, an A-list industry leader and the main draw of our conference, canceled completely just 24 hours before the event. He was unable to attend in person, virtually, or pre-record his session. This was particularly challenging as our conference had been heavily advertised around his participation, and much of our content was based on his area of expertise.

Acting swiftly, we leveraged our network to secure a respected replacement speaker on short notice. While not perfectly aligned with our original event theme, we quickly pivoted our strategy. We rapidly redesigned the conference flow, shifting subsequent topics to create a more cohesive narrative. Our team worked around the clock to produce new content, including introductory videos and transition materials, to ensure a smoother integration of the new keynote.

Simultaneously, we communicated the change to attendees via email and social media, emphasizing the new speaker's credentials and how their expertise would provide unique insights. Despite the last-minute change, the replacement keynote delivered an engaging presentation that garnered positive feedback. This experience highlighted the importance of a strong professional network, adaptability under pressure, and the ability to rapidly redesign event content to maintain event integrity and attendee satisfaction.

What are the typical steps you take in the post-event phase?

The curtain's down, but the show's not quite over. The post-event phase is crucial for future success. We start with an immediate team debrief, capturing insights while they're fresh. Attendee feedback is collected through surveys, providing valuable perspectives. We then analyze event outcomes with stakeholders, examine content and engagement metrics, and assess social media impact to inform future strategies. Financial reconciliation and vendor evaluation follow, ensuring accountability. Follow-up communications are sent to speakers, sponsors, and attendees, maintaining relationships. A comprehensive post-event report is compiled, detailing successes, challenges, and recommendations. Team recognition is prioritized to acknowledge everyone's hard work. Finally, we update our event planning documentation with lessons learned. This thorough approach transforms each event experience into a steppingstone for improvement, setting the stage for even more successful future events.

What key performance indicators (KPIs) do you use to evaluate the success of an event?

KPIs are like a customized toolkit for each event, depending on our specific goals, but there are some common metrics I typically use. Attendee satisfaction rates from post-event surveys are a must, along with attendance numbers and audience retention rates. These tell us if people enjoyed the event and found it worthwhile.

For revenue-generating events, we keep a close eye on ROI and total revenue. Engagement is key too. We look at session attendance, app usage, and interaction rates to see if our content hit the mark. Virtual and hybrid events have their own metrics. Online participation rates and technical performance are crucial here. For events with exhibitors, sponsor satisfaction and lead generation numbers are vital.

I also like to look at the bigger picture. Did we achieve any long-term KPIs like new business relationships or deals closed post-event? These can be real game-changers.

Behind the scenes, I track operational efficiency metrics like budget adherence and resource utilization. They're not glamorous, but they're essential for future planning.

All these pieces together give me a comprehensive view of the event's success across multiple dimensions. It's this holistic approach that really helps us understand what worked, what didn't, and how we can make our next event even better.

What advice would you offer someone just starting their career in the meetings and events industry?

Embrace the chaos and learn to thrive in it. Develop a keen eye for detail while keeping the big picture in mind. Build relationships with vendors, venues, and industry peers - your network is your net worth in this field. Above all, stay curious and open to new ideas this industry is always evolving, and your willingness to learn and adapt will set you apart.

This post is part of the HopSkip Planner Spotlight Series, where HopSkip spotlights planners across the industry to bring awareness of how important the meetings/events community is to our world.

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