Event Architects To Know in 2024 - Suzanne Burnie, CEM CMM, Event Logic Productions Inc.
Suzanne Burnie, Event Logic Productions Inc., discusses how she builds and plans meetings and events in the evolving hospitality landscape of 2024.
Luke Whalin
May 14, 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: Suzanne Burnie, CEM CMM
Company Name: Event Logic Productions Inc.
Job Title: Conference Project Manager, Consulting & Engagement Solutions
Can you briefly tell us about your background in event planning and how you got started in the industry?
Suzanne Burnie, boasting over 15 years of expertise, is a seasoned event strategist adept at orchestrating virtual, hybrid, and traditional conferences and events. Leading top-tier teams, overseeing million-dollar budgets, and spearheading every facet of event production, she consistently delivers outstanding experiences, surpassing the expectations of attendees, members, and partners.
Her journey began at the Human Resources Professionals Association, where she honed her skills in association management, orchestrating exceptional business conferences and events. Now, her focus lies in event technology, offering tailored solutions for customer-centric events that drive marketing innovation, curate engaging content, streamline operations, activate sponsorships, and optimize engagement strategies.
How do you go about selecting the perfect hotel or venue? What factors weigh most heavily in your decision?
This is vital to your event strategy– adding to your delegate experience by selecting a venue that exceeds delegate expectations. Below are factors that are important in making a sound decision.
1. Event Date (Confirm availability on desired dates and potential conflicts)
2. Budget (Aligns with packages/pricing. Understand the fees or additional costs)
3. Location (Local attractions and features & easily accessible by air, train, or car)
4. Capacities (Versatile spaces that can be configured to meet the specific needs)
5. Amenities and Services (Accommodations, room types, facilities, wi-fi, catering, etc.)
6. Accessibility and Inclusivity (Compliant with regulations & welcoming to a diverse group of attendees)
7. Contract Negotiation (Take a deep dive into reviewing the contract)
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?
The initial planning phase of securing a venue involves thoroughly analyzing past events and gathering essential statistics to inform the decision-making process. Here's a step-by-step walkthrough of the initial steps:
Review Past Events:
• Gather information from past association events, including attendance numbers, demographic data, and feedback from attendees.
• Evaluate the success of previous venues in terms of meeting space, amenities, and overall attendee satisfaction.
• Identify any recurring issues or challenges that need to be addressed in the selection of the new venue.
Compile Attendance Data:
• Create a comprehensive spreadsheet or database to track attendance data for each past event.
• Categorize attendees based on various criteria, such as general participants, speakers, sponsors, exhibitors, and any other relevant groups.
• Record the number of attendees in each category and note any trends or fluctuations.
Breakdown of Attendee Requirements:
• Break down the total number of attendees into subcategories based on their requirements:
• Food and Beverage: Determine how many attendees required food and beverage.
• Accommodations: Identify the number of attendees who booked hotel rooms.
• Meeting Rooms: Record the number of meeting rooms required for sessions, meetings, and special events.
• Sessions and Keynotes: Note the number of attendees who participated in sessions and keynotes.
• Outside Programs: If applicable, track attendance for any programs or activities held outside the main venue.
Identify Special Requests:
• Document any special requests or specific needs from attendees, sponsors, or partners.
• Pay close attention to accessibility requirements and ensure that the venue can meet these needs.
Analyze Partner Requests:
• If there are sponsors or partners involved, analyze their requirements and preferences.
• Ensure that the venue can accommodate any special requests or branding opportunities for sponsors.
Evaluate Past Challenges:
• Review any challenges or issues encountered with previous venues, such as logistical issues, technical problems, or dissatisfaction among attendees.
• Use this information to create a list of requirements and considerations for the new venue.
Compile Feedback:
• Gather feedback from surveys or post-event evaluations to identify areas of improvement or features that were well-received.
• Incorporate positive feedback into the criteria for selecting a new venue.
Establish Budgetary Constraints:
• Define the budget for the event, considering both fixed and variable costs.
• Factor in any cost overruns or unexpected expenses that may have occurred in the past.
By diligently going through these steps, you can build a comprehensive understanding of the specific needs and preferences of your association's event.
When will the association reach its set milestones? How will you measure success? What date will you reach the break-even point, and what will that look like? Here are some common challenges, along with strategies to mitigate and avoid them:
1. Creating a detailed budget that is comprised of different levels of business goals and objectives. These are budget overruns to consider. Include contingency funds for unforeseen expenses and regularly monitor and adjust the budget as needed throughout the planning process. Unexpected expenses or oversights can lead to exceeding the allocated budget.
2. Review costs by thoroughly researching proposals during the planning phase to identify potential costs. Work closely with vendors and negotiate contracts to ensure clarity on pricing and services. Understand your cost avoidance strategy if expenses rise.
3. Mitigate low ticket sales: If attendance falls below expectations, it can impact revenue streams from registration. Implement targeted marketing and promotional campaigns to boost attendance. Offer early bird discounts, create compelling content, and leverage social media to generate interest.
Pro tip: Conduct market research to understand the changing needs of your audience and tailor new event features for their needs and interests.
4. Partner revenue review look at all the possible revenue challenges. Will you have difficulty in securing sponsorship revenue targets or trade show sales. Every year update your package to provide a variety of inventory choices with tangible benefits to sponsors and exhibitors. Clearly communicate your value proposition, and tailor promotion to partners that align with their sales and networking goals.
5. Venue-related expenses: Unexpected fees, service charges, or logistical issues with the chosen venue. Your team should conduct thorough site visits, review contracts meticulously, and negotiate terms with the hotel or venue. Clearly outline expectations and requirements to avoid additional charges.
Pro tip: Choose venues with a proven track record for hosting successful events.
6. Technology Costs High costs associated with implementing and maintaining event technology, such as registration systems, mobile apps, and virtual platforms. Research cost-effective technology solutions that align with the conference's needs. Negotiate pricing with technology vendors and consider partnerships or sponsorships for tech-related services.
Pro Tip: Prioritize technology needs early in the planning phase and allocate the budget accordingly.
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 entire event lifecycle, from planning to execution and post-event activities.
Event tech stack list:
• Hotel Management: Its always a good idea to review and look at new way of sourcing venues and hotels - HopSkip is one to add to your tech toolbox!
Project Management Platforms: We utilize tools like Asana and Monday.com to facilitate collaborative planning, task assignment, and progress tracking among the teams.
• Collaboration Platform: Microsoft Teams is used to enhance communication and collaboration efficiency, fostering real-time discussions and document sharing.
• Payment Processing System: We have integrated Stripe to manage our secure financial transactions seamlessly. Note that the client does pay for this use when purchasing products or tickets.
• Email Marketing Software: Mailchimp has enabled us to target email campaigns, allowing us to reach potential attendees with personalized content.
• Social Media Platform: A new priority is to review Hootsuite to assist us in scheduling posts, monitoring social media activity, and engaging with the audience across various platforms.
• Virtual Event Platforms/Apps: Depending on the type of event we are managing, we use platforms like Hopin, Zoom, or Pheedloop to facilitate virtual or hybrid events, offering features such as schedules, speakers, virtual booths, maps, gamification, networking lounges, and live streaming for remote participants.
• Live Polling and Q&A Tools: We have used a platform called Slido and Pheedloop to enhance audience engagement by allowing real-time interaction, live polling, and Q&A sessions.
• Survey and Feedback Tools: Platforms such as SurveyMonkey or Pheedloop helped us gather post-event feedback, allowing us to assess attendee satisfaction and identify areas for improvement. Some systems can analyze data collected during the event, such as attendee engagement metrics.
Do you use frameworks, templates, or other tools/documents to help you stay organized and manage the event planning process?
We still use excel for our budgets and Microsoft tools for the office. But one platform we use for staying organized is Asana. It helps us with a range of features to manage various project plans.
Task and Project Management:
• Task Creation: Asana allows us to create tasks for specific activities or milestones related to event planning. These tasks can be assigned with due dates.
• Project Sections: We keep things simple by organizing tasks into three different categories
"Pre-Event Planning," "On-Site Logistics," or "Post-Event."
Templates for Repeatable Processes:
• Project Templates: Asana enables us to create project templates - this is useful for recurring events, as we can duplicate templates to kickstart new events.
• Task Templates: We are learning to create task templates for common activities that are part of the event planning workflow. This ensures consistency and saves time when setting up new projects.
Timeline View for Visual Planning:
• Timeline Feature: The timeline view helps us visualize the tasks and their dependencies over time. By creating a comprehensive event timeline, identifying critical paths, and managing deadlines effectively.
Attachments and Document Collaboration:
• File Attachments: We can attach relevant documents, such as event briefs, contracts, or speaker bios, directly to tasks for easy access.
• Document Collaboration: Collaborative document editing. For instance, link Google Docs or other cloud-based documents.
Communication and Updates:
• Comments and Conversations: Asana provides a space for team members to discuss specific tasks or projects.
Custom Fields for Additional Information:
• Custom Fields: Customize tasks with additional fields such as event type, location, or priority. This allows for more detailed tracking and sorting.
Do you have any specific strategies or insights for enhancing the attendee experience at your events?
Now more than ever with the return of in-person events – promoting human connection has become increasingly crucial - below are some ideas that we have used to enhance our attendee experiences.
1. Pre-conference activities should include a fun polling questions or short survey that results are shared to get attendees excited about the upcoming event.
2. Sessions that include more time for attendees' Q&A’s. Engage the audience with breakouts so the speaker can leave the stage and walk around to some tables.
3. Have the Master of Ceremonies conduct a live question or poll to obtain sharable fast facts.
4. Sponsors and Exhibitors want more 1:1 meetings. Schedule fast appointment rounds.
5. Add new tracks every year to keep the programming targeted to different interest areas.
6. Add a daily end-of-day report on the day’s features – fast facts and pictures.
7. Include a Zen zone, a calm space to check emails or relax.
8. Take pictures of event attendees and showcase them on screens with engaging words.
9. Create company-specific trivia with humor, and include fun facts or statistics. Include a winner(s) with prizes.
10. Use the event app to communicate with attendees, with push notifications
11. Grand prizes (Sponsor the iPad or Apple products).
12. Be sure to use an #eventhashtag it’s a proven way to engage your community and keep the conversation going.
13. Work with your partners to ensure the trade show area has unique and interesting features with give-a-ways to increase traffic and engagement.
14. Music and entertainment that fit with your theme.
15. Hosted buyer or sponsor VIP areas.
16. Digital/Tech - what's new in your industry (have a pitch zone)
Effective communication is crucial in any planning process. How do you ensure you and your event stakeholders are always on the same page?
Each year we can use communications as a way of delivering our event content that includes one of our business objectives. Below is a sample of our stakeholders contributing to our strategies to accommodate our diverse participants.
Accessible Venue:
• Venues that are wheelchair accessible with facilities for individuals with disabilities.
• Ensure there are ramps, elevators, and accessible restrooms.
Diverse Representation:
• Aim for diverse representation in speakers, and panelists, to reflect a range of perspectives.
• Consider factors such as gender, ethnicity, and backgrounds.
Cultural Sensitivity:
• Be mindful of cultural considerations, including religious holidays.
• Food and Beverage options for diverse dietary preferences.
Inclusive Language:
• Use inclusive language in promotional materials and during the event to avoid alienating any group.
• Be aware of gender-neutral language and terms that may be offensive.
Inclusive Activities:
• Plan activities that are inclusive and accommodate various abilities and preferences.
• Avoid activities that may exclude certain groups or individuals.
Feedback Mechanisms:
• Establish channels for feedback to continuously improve inclusivity.
• Encourage participants to share their experiences and suggest improvements.
Affordability:
• Consider diverse financial backgrounds and offer affordable ticket options or scholarships.
• Provide information on low-cost accommodation and transportation options.
Inclusive Policies:
• Develop and communicate clear HR policies against discrimination and harassment.
• Implement procedures for reporting incidents and ensuring they are addressed promptly.
Flexible Scheduling:
• Consider time zones and offer flexible scheduling for virtual or hybrid events.
• Provide recordings or summaries for sessions that participants may miss.
Inclusive Marketing:
• Ensure that promotional materials and advertising feature a diverse range of people.
• Use images and content that resonate with a broad audience.
With our communication we aim to include these practices to ensure we create an environment where all participants feel welcome and valued.
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?
Refining the approach to producing networking events is essential for creating meaningful experiences for delegates. Analyzing attendee demographics and their goals is a crucial first step. Here are some recommended tactics:
1. Demographic Research
• Conduct thorough demographic research to understand the diverse backgrounds and interests of your attendees. Use surveys and data analytics to gather valuable insights.
2. Personalized Experiences
• Tailor networking opportunities to cater to the specific needs and goals of attendee groups. Implement personalized matchmaking algorithms for more targeted connections.
3. Interactive Sessions:
• Plan interactive sessions that encourage engagement and collaboration. Incorporate roundtable discussions, workshops, or interactive panels.
4. Dedicated Networking Time
• Allocate dedicated time for networking within the event schedule. Provide designated areas or virtual spaces for informal networking.
5. Customized Networking Formats
• Offer diverse networking formats such as speed networking, themed sessions, or industry-specific meetups. Allow attendees to choose from a variety of formats.
6. Goal-Oriented Connections/Discussion Groups
• Provide tools or platforms that help them connect with others who share similar objectives. Set up food break tables with specific topics example: Women in Leadership, Government Relations, People of Color etc.
7. Facilitated Networking Activities:
• Organize structured networking activities to break the ice and facilitate connections. Icebreakers, team-building exercises, or collaborative challenges can enhance networking dynamics.
8. Technology Integration
• Utilize event technology to streamline networking processes.
• Implement features like AI-powered matchmaking, virtual business card exchanges, or real-time chat platforms.
9. Feedback Mechanism
• Gather feedback from attendees about their networking experiences. Use insights to improve and adapt strategies for future events.
10. Inclusivity Considerations
• Take into account inclusivity factors when designing networking opportunities. Ensure that all attendees, regardless of background, feel welcome and represented in networking activities.
11. Post-Event Engagement
• Facilitate ongoing connections post-event through virtual forums, social media groups, or follow-up sessions. Encourage the exchange of ideas and collaborations beyond the event timeframe.
By implementing these tactics, you can create a more strategic and attendee-focused approach to networking events, enhancing the overall value for participants.
The top 10 things that have happened at our events.
1. Unexpected weather (trouble travel to the event)
2. Medical emergency
3. Speaker or presenter is late or cancels
4. Everyone showing up at the same time – long lines
5. Technology failure
6. Unexpected guest – security needs to remove a stranger
7. Facility maintenance or renovation delays
8. Too hot, too cold, bright lights, low lights, etc.
9. Hotel Rooming issues
10. Missing event items are left in the building, but no one can find them.
Every event needs a solid set of steps for event contingency planning. Here's a set of key areas to include in your risk management plan.
• Risk Identification and Prioritization: Identify risks that may impact the event and prioritize these risks based the possibility of an occurrence with the level of severity.
• Business Impact Analysis (BIA): Conduct an impact analysis to understand the potential consequences of each risk, including financial, operations, communications/marketing, and attendee experience.
• Plan Development: Develop the detailed actions that will be taken in response to each identified risk, including the roles and responsibilities of key personnel involved.
• Organizational Buy-In: Gain support from the entire organization, ensuring that key stakeholders are aware of the contingency plan and related costs.
• Testing and Regular Reassessment: Test the contingency with a simulation or exercises to identify any weaknesses or areas for improvement.
An event start time we all want the event to start on time, but many delegates and guests arrive late for various amount of reasons. Bad weather, arrived late, parking issue, flights delayed, registration lines. There are many reason to be late. Creating a late arrival plan can help with the stress of your staff, partners, volunteers and guests.
If the event is in person,
A) Extra late lines
B) Reserved seating at the back of the room for Sessions (on the side no one likes to sit). Hire users or volunteers to direct guests to their designated area so as not to disrupt the program.
C) Full empty tables for lunches - ushers direct to open seating
D) Traffic flow plan - security/staff to move traffic along
E) Technology Fast Pass
F) Start the event late by adding buffer time at the start with an entertainment segment - welcome procession, local children's choir, and greetings from the local heroes.
G) Arrive Early and offer early bird benefits
What are the typical steps you take in the post-event phase?
The post-event phase is crucial for assessing the success of the event, gathering feedback, and making improvements for future endeavors. Here are some steps you can take during the post-event phase:
Review Social Media Analytics:
• Monitor Mentions and Hashtags: Track mentions of the event and associated hashtags on various social media platforms to gauge overall engagement.
• Audience Demographics: Analyze the demographics of the engaged audience to understand who participated onsite and online.
• Engagement Metrics: Review likes, shares, comments, and other engagement metrics to determine the reach and impact of your event on social media.
Post-Event Survey:
• Design Survey: Create a post-event survey that covers various aspects, including content, speakers, logistics, and overall satisfaction.
• Include Open-Ended Questions: Incorporate open-ended questions to allow participants to provide detailed feedback and suggestions for improvement.
• Distribute the Survey: Send out the survey to attendees via email or through other channels, and encourage them to participate with a prize/gifts.
Analyze Data:
• Aggregate Feedback: Gather and organize feedback from social media analytics, post-event surveys, and other sources into a centralized database or report.
• Identify Trends: Look for recurring themes or patterns in feedback to identify areas of strength and areas that may require improvement.
Post-Event Report:
• Summarize the key findings, insights, and recommendations in a comprehensive post-event report.
What key performance indicators (KPIs) do you use to evaluate the success of an event?
Key Performance Indicators (KPIs):
1. Attendance Metrics:
a) Total Attendance: The overall number of attendees, both in-person and virtual.
b) Unique Attendees: Count the distinct individuals participating in the event.
c) Session Attendance: Number of participants in each session or workshop.
d) Participation: Measures the level of interaction, including questions asked, polls answered, and discussions participated in.
2. Networking Connections: Number of new connections made during the event, relevant for networking-focused events.
3. Social Media Metrics:
a) Mentions and Hashtags: The number of times the event is mentioned on social media platforms and the usage of event-specific hashtags.
b) Likes, Shares, and Comments: Engagement metrics on social media platforms indicate the reach and impact of event-related content.
4. Lead Generation and Sales:
a) Leads Generated: Number of potential leads or contacts collected.
b) Sales and Revenue: Track the direct sales or revenue generated as a result of the event.
5. Content Effectiveness:
a) Session Ratings: Participant feedback and ratings for individual sessions.
b) Speaker Ratings: Evaluation of speakers/presenters based on feedback.
c) Content Engagement: Measure the popularity and engagement with specific content or topics.
6. Sponsorship Metrics:
a) Sponsor Satisfaction: Feedback from sponsors regarding their satisfaction.
b) Exhibiter Engagement: Number of interactions or leads generated.
7. Logistics and Operations:
a) Check-In and Registration Time: Evaluate the efficiency of the registration process.
b) Technical Issues: Track any technical difficulties or issues during the event and measure their impact.
8. Brand Visibility:
a) Media Impressions: Estimate the total number of times the event or associated content is viewed in various media.
b) Brand Exposure: Measure the visibility of event sponsors and partners.
9. Post-Event Surveys:
a) Participant Satisfaction: Overall satisfaction scores and feedback from post-event surveys.
b) Net Promoter Score (NPS): Measure of participants' likelihood to recommend the event to others.
10. ROI and Cost Metrics:
a) Return on Investment (ROI): Evaluate the financial success of the event by comparing revenue to expenses.
b) Cost per Attendee: Calculate the average cost per participant.
c) Assess Attendance: Review attendance figures, both in-person and virtual, to understand the overall reach of the event.
What advice would you offer someone just starting their career in the meetings and events industry?
For someone just starting their career in meeting and event planning, here are some key pieces of advice:
Gain Practical Experience: Seek internships, entry-level positions, or volunteer opportunities.
Network: Build relationships with professionals already established in the field. Attend industry events, join relevant associations or networking groups, and connect with mentors who can offer guidance.
Develop Organizational Skills: Practice time management, attention to detail, and multitasking.
Embrace Technology: Technology plays a crucial role in modern event planning, from event management software to virtual event platforms. Familiarize yourself with relevant tools and technologies to streamline processes and enhance the attendee experience.
Research Trends: The industry is constantly evolving, with new trends, and best practices emerging regularly. Stay informed by reading industry publications, attending conferences and events.
Hone Communication Skills: Effective communication is essential in event planning, whether it's conveying information to clients, coordinating with vendors, or managing teams.
Be Flexible and Adaptable: Events are dynamic by nature, and things may not always go according to plan. Cultivate a flexible mindset and be prepared to adapt to unforeseen circumstances or last-minute changes with poise and creativity.
Pay Attention to Detail: The success of an event often hinges on small details. Develop a meticulous eye for detail, from venue selection and logistics to décor and attendee experience.
Event planning can be demanding, but maintaining a passion for creating memorable experiences and a positive attitude will sustain you through the challenges and help you thrive in your career.