Event Pros, What To Accomplish During The Off Season

We are sometimes asked, what do event professionals do during the off season?  The answer is that we continue to stay busy but in different ways.

This post is really meant for our colleagues in the event and wedding industries but it may also be of interest to the broader population including brides and grooms, event planners and others in the field, so here we go!..

In northeast Ohio, where we operate, the busy season for us starts in late April and continues strong right to the end of the year.  Our slower season is January, February and March, although we still typically have a number of events to fulfill.

First let's acknowledge that for serious event pros, our busy season takes a lot out of us. We're constantly on the go, traveling from one event to the other, conducting planning meetings with clients, setting up, performing and taking down equipment, etc.  It's a long busy marathon that doesn't seem to end but when it does, we're truly exhausted. And I can say this because I've been in the industry for over 25 years now, the older one gets the more it seems to take its toll.

A funny thing happens, however, when we finally do enter our slow time of the year. After a couple of weeks of recovery in the way of sleep, rest, and maybe a short vacation, we begin to get antsy for the business again, don't we?  We begin to get excited about the coming year and we try to prepare in the best way possible.

Here are some important tasks for event professionals to accomplish during the off season:

Respond to inquiries and book events - Many bookings for the year happen during the down time, so we're actually really quite busy responding to inquiries, answering questions, meeting with prospective clients and generating contracts. The goal here, of course, is to fill up our calendar for the upcoming year!

Review your pricing strategy - If you are going to change your prices, now is the time to do it.  Are you adding new packages and prices?  How will this affect your marketing strategy?

Review your marketing strategy - If you are going to change your marketing strategy, make these changes while you can before things get busy again.  Does your website need an update?  Are you going to do more or less paid online marketing?  What kind of traditional marketing will you do, if any?  Review your print material, are these documents still accurate?

Prepare for the upcoming tax season - Consult your tax preparer, issue tax related documents to employees and contracted workers.  Gather and organize receipts, copies of contracts, etc.  Make changes in your book keeping routines if you need to in order to have a smoother year ahead.

Repair or upgrade equipment - The field is tough on equipment.  During the year you have probably noticed a need to repair or purchase new equipment.  Perhaps you finished the last few weeks by using your back-up stuff because something was dropped or broken but you really don't want to start the new season with back-up equipment.  Be sure everything works perfectly going out of the gate!

Communicate with your insurance broker - Annually, make or update a written list of equipment inventory (as detailed as possible) and send it off to your insurance broker.  Savvy event pros will also include photos for good measure.  You want to be sure they know what kind of stuff you own and how much it all costs.

Communicate with your lawyer - Send your lawyer a brief email describing any new services or assets that you've added recently or intend to add to your business.  For example make sure he or she knows how many people you employ, describe your services, especially anything new you are adding.  It would also be a good idea to have your lawyer do a review of the language in your contract.

Communicate with staff members - It's important to communicate with employees and others who help you operate your business in order to share with them your strategy for the upcoming year.  What will be expected of them?  How will their respective roles change?  Are you adding products or services?  Will training be necessary to learn about new equipment, software, etc.  Be sure everyone is on the same page about what you want the business to accomplish when things speed up again.

Back up files - You should be doing frequent, periodic back-ups of electronic files during the year but at least annually, be sure to have a back-up system in place.

Prepare for bridal fairs - If you participate in bridal fairs and other such gatherings you know how much work is involved in setting up a booth or table, preparing marketing materials, etc.  Be ready with these items so that you can concentrate on being with guests and prospective clients and not running around at the last minute!

Get serious about your health - Many people begin their new year's resolutions during the off season and this is a good time to get serious about your health.  As an entrepreneur, your health is an asset of the business.  When asked about their biggest fears, self employed people will often say staying healthy is always a big concern.  They know that if they should get sick or injured, their business could suffer affecting their ability to make a living.  So now is a good time to establish diet, exercise and sleep habits to promote better health for the whole year 'round.

Well, I hope these suggestions are helpful.  Please let me know of other tasks to accomplish during the slow season that I may have forgotten to list.  I will add them in future updates to the article.  Best wishes for a successful year!

Click here if you want to learn more about our DJ service or receive a price quote for your upcoming event!

So You're Engaged, Now What?

You'd be surprised at how many people ask advice of their wedding DJ about all aspects of the wedding.  Brides and grooms know that an experienced DJ has witnessed hundreds of wedding ceremonies and receptions, so we should have some value to provide, right?

So many newly engaged couples tell us that they don't know where to begin.  In other words, they don't even know how to start thinking about their wedding day.  That's the goal of this blog post, to help you develop a strategy for how to think about your wedding.  And, the best part of this suggestion is that it involves going out on a date!

If you're newly engaged, you've probably been dating for a while now.. So, going on a date to develop a strategy for wedding planning should be easy for you and even fun.  Your very first task is to develop a value structure for your wedding day.  I don't mean value in the sense of money, although it will ultimately help determine your budget.  I mean, value as in priorities.

Plan a date for just you and your fiancé.  No one else is permitted at this point to join you in your discussion.  Ideally, plan a date where you and your fiance can have a relatively uninterrupted, focused discussion about your wedding day, dinner at your favorite restaurant, a walk in the park or something like that.  The goal of your discussion is to prioritize the elements of your wedding day experience.  When you think about your wedding day, what's most important to you?  Is the setting most important because you desire a rustic outdoor experience?  Or, is the food most important?  What about entertainment? Try to have agreement between the two of you as to the top three or four priorities.  Here are a some questions in no particular order to help you get there:

• Is it important to you to have your wedding during a particular season (for those who live in areas that enjoy seasonal changes). Do you envision a spring wedding or a fall wedding?
• Do you prefer a small gathering or a large gathering?
• What words would you use to describe the type of experience you want to have?  Describe your wedding in just one or two words, for example - elegant, festive, informal, casual, traditional or other such description.
• Is it important to you to be married in a church or will you want a secular ceremony elsewhere?
• Is the venue or physical setting important to you?  For example, do you want an indoor experience or an outdoor experience?
• When thinking about what you want guests to remember most about your wedding day, what are they? Delicious food?  Great entertainment? Beautiful floral arrangements?

There are many more questions along these lines, of course, but you see where we're going here.  By the time your date is over, you should have an agreed consensus about the top three or four priorities for your wedding day.  It should be such that if you can guarantee that these top priorities are fulfilled, you will enjoy the wedding of your dreams and everything else is really secondary.

Why is this exercise important for you to do?

• It will give you and your fiancé a shared idea for what you want to happen.  You'll both be on the same page for the most important decisions that are yet to come.
• Others will give you a ton of unsolicited advice that will throw you off your game if you don't have your top priorities already lined up.  Now you'll be able to reply to well intentioned advisors by simply saying, thanks for your ideas but we've already discussed it and we're going with an outdoor wedding.
• Your priority list will help you figure out your budget.  Be willing to pay a little more for those things that you've given top priority and be ok with spending less on low priority items.
• You'll be better able to describe to your hired wedding vendors and professionals exactly the type of experience you want them to help you create. They will appreciate your thoughtfulness and candor.
• Knowing your top priorities will help you put together a step by step action plan.  What to put in place first, who to call and when, etc. 

After your date, you should have a wedding day priority statement that summarizes your vision for the perfect wedding day.  Here are a few examples:

• We want our wedding day to be a casual gathering of a small group of family and friends to happen on an early fall day at a rustic venue.  It's important that the food be out of this world!  We'll have a DJ play background music but if no one dances, that's ok because we're not really about the dancing anyway.

• We want our wedding day to be an elegant gathering of about 300 guests in an urban setting overlooking the skyline of the city.  Music and dancing is key to our celebration!  We'll have a florist provide minimal decor to add to the venue's charm.

• We want our wedding day to be a festive gathering of about 150 guests to happen on an early summer day at an outdoor venue under a tent.  Great food is a must!  Amazing floral arrangements will highlight the garden feel of the venue.  We'll have a small jazz band play background music during the reception.

This exercise will only work if you both understand that your initial goal is NOT to plan every detail of your wedding day in one sitting.  It just isn't a realistic goal and you'll both end up very frustrated if you try to do it.  The goal of your date is simply to agree on the top three or four wedding day priorities.  Once you have your agreed priorities in place, you can then bring trusted friends and advisors into the discussion to help with the details.  You'll find that if you begin your wedding planning activities by identifying top priorities first, everything else will fall into place pretty nicely.

I hope you found this wedding planning tip helpful.  Enjoy your date and please leave comments or suggestions for others in the comment section.  Best wishes!

Click here if you want to learn more about our DJ service or receive a price quote for your upcoming event!