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Planning an evening event: event objectives

The goals of an event point the way to success © KölnTourismus GmbH, Volker Voigt

Please note:
This checklist assumes that you are planning an evening event to which a select group of participants has been invited and for which no participant fees will be charged.

Step 1:
The goals of an event point the way to success

Why is the evening event being held? What is the occasion?
- Is it an anniversary?
- An evening event following a higher-level event (e.g. a conference or a trade fair)?
- An event meant to maintain customer loyalty or acquire new customers?
- An event expressing appreciation and/or thanks to employees?
- A reward to celebrate a cooperatively achieved goal (e.g. the conclusion of a project or the introduction of a product)?
- A tribute, e.g. to long-serving employees?
- An award presentation?
- etc.
Who will be attending the evening event?
- (Former) employees with/without partners, with/without children?
- Business partners with/without partners, with/without children?
- (Potential) customers with/without partners, with/without children?
- The people from a specific department?
- A group of executives?
- A project group?
- etc.
About how many people will be attending?
What dates would be ideal?
- Please note: If the evening event follows a higher-level event (e.g. a conference, team-building session, trade fair etc.), the date of the evening event is of course determined by the date of the main event.
- Alternatively, is this an independent event with a specific purpose? In this case, you must decide on the most suitable date for this evening event.
- On which days would you have the largest possible number of participants? It’s essential to take vacation periods and holidays into account!
What would be the best starting time, and how long should the evening event last?
- The best starting time and the event’s optimal length will depend on its content and structure as well as the external circumstances (e.g. the time when the previous event ends).
- Open-ended or with a fixed ending time?
Where should the evening event be held?
- Where will the main event (e.g. the trade fair) take place?
- When selecting the venue, must you consider where the guests will be coming from?
- Should the event be held at the headquarters of the host company or institution?
- etc.
What location should you choose?
- Type of location (hotel, event location, the company’s own premises, a tent etc.)?
- Requirements for the location (premium or basic, number of stars etc.)?
- Does the type of location (urban, seaside, historical, futuristic etc.) match the theme/motto of the evening?
- Available facilities — are they suitable for the number of participants and the event’s structure, timetable and requirements (e.g. is it a casual get-together or a gala)?
- Are additional spaces needed for supporting programmes (e.g. children’s programmes or exhibitions)?
- In certain cases, will additional tents be needed?
Must overnight accommodation be available?
- If the meeting is held at an event location, you may need to reserve hotel accommodation nearby.
- Will upgrades for VIPs be needed?
Will transfers or shuttles be needed for groups or individual participants?
- From the airport or train station and back?
- From the hotel/back to the hotel?
What will be the tone of the evening event?
- Will there be an integrated official ceremony?
- Is it a party?
- A festive gala?
- A get-together with networking opportunities?
- Casual or formal?
Which structure would be ideal?
- The event should have a well-structured and discernible flow, and the guests should always be informed about the timeframe in advance (unless there is a surprise programme).
What would be the ideal programme for achieving the aims of the evening event and conjuring up emotions and lasting memories for the target group?
- A programme in line with a certain motto?
- A formal reward programme or an award presentation on the stage?
- A show programme?
- Speakers?
- A central stage programme or a decentralized programme among the guests?
- Activities in various rooms (party area, lounge, special activities etc.)?
- Music: dinner, party, DJ, band, a certain theme (Irish, Brazilian, classical etc.)?
- Presenter?
- A children’s programme?
What kind of catering should be chosen?
- Reception?
- Buffet?
- Menu?
- Premium quality?
- What kind of drinks?
- Motto?
How should the participant management and the overall communication, from the invitations to the feedback questionnaire, be organized?
- Does a motto/key visual/central theme already exist, or must it still be developed?
- Should a corporate design be taken into account?
- Which aspects should be analogue, which should be digital?
- Would an event website and/or an event app with information about the event be desirable?
What is the available budget?
Will the event be planned and organized in-house or with
support from an agency?
Would partner companies like to participate in the evening
event? (E.g. as a sponsor)?