THE “Editor's Page” in our January issue is the ideal moment to pause and devote serious thought to the critical issues that the new year will bring and offer readers smart thinking to address them.
And that's what I would do, if only we at Special Events Magazine had a moment to pause. Instead, we're scrambling to get ready for The Special Event, which comes to Los Angeles Jan. 9-12. This year's show will be a standout, with a stellar array of seminars, exhibits and showcasing events. If you've been scrambling too and want some information on the show fast, visit www.thespecialeventshow.com to learn more.
Luckily, this issue brings the chance to share the smart thinking of our readers. The centerpiece of this issue is our set of profiles of the Gala Award nominees. If you need some inspiration for creating events this year, start here. From beautiful tabletops to strategic logistics solutions, the Gala nominees show you what the top talents in special events are doing.
For smart thinking on the business environment that 2007 will bring, turn to our annual forecast, which begins on page 76. Our readers tell us they expect another strong year for special events, with 57 percent predicting they will stage more events in 2007 than in 2006.
As we collected the hard data for this survey, we also asked “soft” questions, including, “What will be the secret to success for event professionals in 2007?” While the answers we got ranged widely, certain key words run through the replies. Some examples:
“The key is knowing my clientele and their needs.” “Know who your client is as a company. It's not marketing events for the masses but individualizing per program and per client.”
“Provide your event with the love it deserves. Go above and beyond what is expected.”
“See the event from the perspective of the attendee, and make it as fun and enjoyable for them as possible.” “See the vision from the customer's point of view and then fit it into their budget with outstanding execution and follow-through.”
“Stay ahead of the game and offer exemplary service all around.” “Stay on top of your game. Just because it is new does not mean it is right for your client. Sometimes ‘old’ is new again.”
“I truly believe what's most important on an ongoing basis is you must prove to your clients — internal clients in my case, since I'm in-house — that while ‘anyone’ can plan a party, as a seasoned professional, I bring a new level of expertise. It's not just a ‘party’ but a flawlessly executed event.”
If you have yet to draw up your list of New Year's resolutions, these are some great ideas to include.