Event Architects To Know in 2024 - Vanessa E. Bass CMP, MMP, HMCC, Foresight Management Group
Vanessa E. Bass, of Foresight Management Company, discusses how she builds and plans meetings and events in the evolving hospitality landscape of 2024.
Luke Whalin
Sep 24, 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: Vanessa E. Bass
Company Name: Foresight Management Company
Job Title: Event Data Strategist and Planner
Can you briefly tell us about your background in event planning and how you got started in the industry?
I discovered my passion for events during an internship at La Casa de Don Pedro, a local nonprofit in Newark, NJ, back in 2003. Even though my time there was short, I saw the profound impact events could have on attendees. Guided by incredible mentors who urged me to follow this passion, I immersed myself in the industry, learning everything from purposeful negotiation to creating meaningful event experiences.
Over the next few years, I explored various types of special events before finding my niche in corporate events, particularly within the medical sector. I’ve successfully managed product launches, real-world data tours, masterclasses, and product theaters both domestically and internationally.
As I built my credibility and secured top industry certifications, I felt the pull to carve my own path. I took the leap and established my first event management company, with Foresight Event Management LLC DBA Foresight Management Group coming to life in 2016.
I’m deeply committed to my company’s success because I’m captivated by the stories events tell. Events are an extension of my clients’ brands, and I take that responsibility seriously. My mission is to tell the right story - their story - in a way that resonates powerfully with their audience.
How do you go about selecting the perfect hotel or venue? What factors weigh most heavily in your decision?
When it comes to selecting the perfect hotel or venue, I prefer the personal touch. I contact my vendor partners directly, leveraging the strong relationships I've built over the years. Our industry thrives on these connections, and my contacts know their properties inside and out, helping me highlight the unique selling points of each location.
The landscape has evolved significantly. Today, selecting a venue is about more than just accommodating the number of attendees. Our clients and their guests seek convenience, unique experiences, and environments that encourage engagement and learning. This means prioritizing venues with natural light, open spaces, and integrated technology for interactive and inclusive experiences.
Creativity is key in modern event planning. We're exploring beyond traditional conference rooms to unconventional spaces like art galleries, museum parlors, and even hotel suites. With the right vision and collaboration, any space can become a unique venue.
Negotiation is also crucial in our process. We prioritize securing competitive concessions and favorable terms that benefit everyone involved.
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 starts with conducting an Event Brief. This is where I get to know my client’s vision, goals, and what they want to achieve. It's all about understanding their needs and desires.
Once I have that foundation, I dive into researching potential venues. I reach out to my trusted vendor partners, who provide invaluable insights beyond what's available online. These relationships are gold and help me pinpoint the best options quickly.
Site visits are essential. Whenever possible, I personally visit the venues to assess their suitability. I look at the layout, ambiance, lighting, and accessibility. I also think about logistics like parking and transportation. During these visits, I visualize the event flow from start to finish, ensuring every detail aligns with the event’s goals.
While the Event Brief focuses on my client's needs, the rest of the planning is centered on the attendees’ expectations and desires. I look for venues that offer convenience, unique experiences, and environments that encourage engagement and learning.
Then comes negotiation. With a solid understanding of the venue’s strengths and my client’s needs, I work to secure the best terms possible. This includes negotiating pricing, amenities, and any special requests that can make the event stand out.
Communication with my clients is key throughout this process. I keep them updated, provide options, and offer recommendations, ensuring they feel involved and confident in the decisions we’re making together.
In a nutshell, the initial planning phase is about understanding, diligent research, a personal touch, and strategic negotiation.
Financial challenges in event planning are common, but I tackle them head-on with savvy negotiation and strategic thinking. I plan events with my clients' money as if it were my own, always aiming for a win-win scenario for both clients and vendors. At the end of the day, I always ask, "Is the juice worth the squeeze?"
One big challenge is budget overruns. I start with a detailed budget covering everything and include a contingency fund for surprises. Clear contracts and constant communication with vendors help avoid unexpected expenses.
Balancing cost with quality is crucial. Leveraging my network, I secure the best deals without compromising quality. I focus spending on impactful elements like activities, food, and accommodations.
Data tracking and management play a vital role in maximizing ROI and planning with precision. Capturing and analyzing relevant data and monitoring historical data help me make informed decisions and deliver successful events.
By treating my clients' money with care, negotiating fiercely but fairly, and using data to guide decisions, I effectively manage financial challenges and deliver memorable events within budget.
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 live and breathe technology - it's essential for staying competitive and productive in today's world. If you're not leveraging technology, you're falling behind. Don't make that mistake.
My go-to tools include Buffer for social media engagement, JotForm and SurveyMonkey for surveys, and my own proprietary database to capture all the minute details for each event and streamline communications with stakeholders.
Zoho takes the cake as a one-stop-shop. Whether it's project management, data analysis, financial insights, or social media engagement, Zoho handles it all seamlessly.
For creative content, Canva is a game-changer. It's revolutionized the way we approach creativity. Spark is another fantastic tool that helps streamline content, agendas, and more.
Using this tech stack boosts efficiency during planning, execution, and post-event processes, allowing me to deliver exceptional events with precision and vigor.
Do you use frameworks, templates, or other tools/documents to help you stay organized and manage the event planning process?
Absolutely, I use frameworks, templates, and tools to stay organized and manage the event planning process. I can't imagine doing my job without them, and I don't know any event planner who doesn't rely on these resources.
I make it a point to regularly conduct an inventory of the tools and processes I use to ensure they remain relevant and effective for my business model. AI and technology are advancing rapidly, and as event planners, we need to stay ahead of the curve. These resources can make or break your success, efficiency, and proficiency.
Staying updated with the latest tools and frameworks is crucial for delivering exceptional events and maintaining a competitive edge.
Do you have any specific strategies or insights for enhancing the attendee experience at your events?
Enhancing the attendee experience is at the heart of what I do. One key strategy is to put myself in the attendees' shoes and think about what would make the event memorable for them.
Firstly, personalization is an absolute must. I aim to create personalized experiences that resonate with attendees on a deeper level. This can be as simple as personalized badges or as sophisticated as tailored content based on their interests and preferences.
Engagement is another critical factor. While I don't manage the content, I provide sound recommendations for incorporating interactive elements like live polls, Q&A sessions, and hands-on activities to keep attendees engaged and involved. Technology plays a big role here, with tools like event apps that offer real-time updates and networking opportunities.
I also focus on creating a comfortable and welcoming environment. This means paying attention to details like seating arrangements, lighting, and accessibility. I want everyone to feel included and at ease.
Collect that feedback! That's a must in my books. It helps me to understand what worked and what could be improved. This helps me continuously refine and enhance the experience for future events.
Effective communication is crucial in any planning process. How do you ensure you and your event stakeholders are always on the same page?
Effective communication is the backbone of successful event planning. To ensure everyone is on the same page, I prioritize clarity and consistency. I hold regular check-ins with stakeholders, using tools like Zoom for virtual meetings and Slack for real-time updates. My proprietary database keeps all event details organized and accessible, so everyone knows what’s happening and when. I also create clear, concise agendas and action items for every meeting, ensuring we all move forward together. Despite all of my own best efforts, I listen to my clients needs and preferences and adjust accordingly. At the end of the day, the communication style needs to work for my stakeholders.
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?
To facilitate networking, I focus on creating natural opportunities for attendees to connect. Here are my top strategies:
1. Schedule casual mixers or social hours where attendees can mingle freely.
2. Use name tags with conversation starters or interests to spark discussions.
3. Set up comfortable and/or fun lounges where people can relax and chat informally.
4. Create fun ways to facilitate engagement, introducing attendees with similar interests during breaks or meals.
These simple tactics help attendees connect easily and organically.
I create a contingency for my contingency plan. We plan for every possible scenario and consider all variables, ensuring we're prepared for anything. This includes having backup vendors, considering alternative venues, and a detailed crisis management plan.
Despite all our best efforts, sometimes you have to roll with the waves and pivot on the spot. In those moments, flexibility and quick thinking are essential. I stay calm, assess the situation, and communicate clearly with my team and stakeholders to implement the best solution swiftly.
The key is to be prepared but also adaptable when the unexpected happens.
One significant challenge I faced was organizing a large medical conference where the keynote speaker was canceled at the last minute due to a family emergency. With several attendees eagerly awaiting this session, immediate action was needed.
First, I reached out to our pool of speakers and quickly found a highly respected industry expert who could present virtually. I notified the client immediately and outlined my plan to transition the event format to hybrid.
Thanks to my vendor partners, we were able to turn things around quickly. They provided the necessary AV equipment to support this format, both onsite and for the speaker. We swiftly revised the agenda, incorporating the virtual presentation and ensuring a seamless experience.
The event turned out to be a huge success. While attendees had hoped to meet the original speaker in person, they appreciated the opportunity to network with a top-tier expert and enjoyed the hybrid format.
This experience reinforced the importance of having a strong network, being adaptable, and maintaining clear communication during unforeseen challenges.
What are the typical steps you take in the post-event phase?
After an event, I dive into data analysis and keep the communication lines open. First, I gather attendee feedback using survey applications to see what hit the mark and what needs tweaking. Analyzing this data helps ensure the event objectives were met.
I then communicate the results with the client, sharing key insights and discussing ways to improve future events. Keeping everyone informed and aligned is crucial.
This ensures we’re always leveling up!
What key performance indicators (KPIs) do you use to evaluate the success of an event?
To evaluate the success of an event, I focus on several key KPIs. Attendance rate measures how many registered attendees actually showed up, while engagement levels are assessed through participation in sessions, polls, and activities. Feedback scores, collected from attendee surveys, provide insights into overall satisfaction and specific aspects of the event. Social media metrics, including mentions, shares, and overall engagement, help gauge the event's online presence, and ROI compares the cost of the event to the revenue or value generated. These KPIs help me understand what worked, what didn’t, and how to improve future events.
What advice would you offer someone just starting their career in the meetings and events industry?
If you're just starting your career in meeting and event planning, my best advice is to embrace every experience and stay curious. This industry is all about people, connections, and creating unforgettable moments.
First, build relationships. Your network will be your greatest asset. Treat every interaction as an opportunity to learn and grow. Be genuine, listen actively, and always be willing to lend a hand. Your reputation will be built on these relationships.
Next, never stop learning. The world of events is constantly evolving, with new technologies and trends emerging all the time. Stay ahead of the curve by continuously educating yourself and adapting to changes. This will keep you competitive and innovative.
Be prepared for challenges and learn to roll with the punches. No matter how well you plan, things can and will go wrong. Your ability to stay calm, think on your feet, and find creative solutions will set you apart.
Most importantly, stay passionate. Remember why you chose this path. For me, it’s the joy of seeing an event come to life, the excitement on attendees' faces, and the stories that unfold. Your passion will drive you, keep you motivated during tough times, and make your work truly impactful.
In this career, you'll create magic. You'll bring people together, inspire them, and leave a lasting impression. Embrace the journey, trust yourself, and know that you're capable of amazing things.