Stop Decorating, Start Designing.

Originally Published in Event Solutions Magazine in February 2011

Nine times out of ten, design articles and columns focus themselves on hot products, great ideas and the next best trend. Design writers want to share their latest event, a cool new product or the a crazy color combination. They obsess themselves with the things that we design with – linens and flowers and food and technology. That is to say most design articles focus themselves on the very practical, well received, easily digestible and highly desired content of decorations.

I think this is because decorations are tangible; therefore they are easy to understand. I can write a column all about what to do with ice (see last month) and you the reader will understand five interesting ways to use ice at their next event. But what does an ice sculpture - however cool - or, for that matter, a linen or a centerpiece idea have to do with design. Nothing. And everything.

The nothing part first. To Decorate. To Design. Both active verbs, but with different meanings and different outcomes. The term decorate is defined as the act of embellishing, of furnishing or adorning with something ornamental. When you decorate, you make something more attractive by adding ornament or color. By contrast the term design means thoughtful creation. Design implies a thoughtful intent to create something that is not only aesthetically pleasing but also functions. To decorate is to simply cover up for some purpose. To design is to reveal that purpose at its best and make it beautiful.

The designer knows why the design exists. The decorator doesn’t. Designing is making conscious decisions which are informed by your events purpose and which collaborate to communicate that purpose. Decorating also requires conscious decisions but void of intention, the décor exists often for its own sake because it is pleasing or beautiful. That is why a centerpiece, a buffet, or a linen on their own merit have nothing individually to do with the design of an event. They may be beautiful as individual elements or even in combination, but void of any correlation to the purpose of the event they are simply decoration.

This is not to say that there is anything wrong with decoration. I know and respect greatly a lot of people who decorate very well. And many times, our clients are only looking to us to be decorators – to make their events pretty or colorful or beautiful. And as decorators, we do this and all is well.

I said at the beginning that a linen or a centerpiece may have everything to do with design. And they do, when they are a part of the conscious plan of event and are chosen not for their own sake, but to be active contributors to the experience being created. When these individual elements work to contribute to the telling of a story or communicate the values of a brand, then they have a role to play in the design of the event. Then they exceed their own merit and contribute aesthetically and purposefully to the project.

So in this new year, I would like to take a chance with this column to advocate for the designer. That individual who sees and is inspired, and truly creates – a risk taking behavior which means finding something new (at least to them) which meets their clients need and in the art of its making, the design acts to communicate a value, a purpose, or an idea. And to ask more clients to seek design for their events in 2011 – to create experiences rooted in purpose, with the intent to communicate a message.

The great thing about being a designer is that you are part of a process. It is collaborative, creative, and messy, but in its success, together with your client, you end up making something greater than the sum of its parts. And through that process, not only does the event meet its key objectives – and the audience shares an experience worth having – but you and your client learn because you tried and you become better at your job because you took part in a process that continues on the next event and the next one and the next.

Hitting the Blog-o-sphere

We have been busy being published elsewhere lately. I wish I could say that is the reason we have been slow to blog ourselves...you know coming up with fresh design content for a bi-monthly column in an international magazine... writing insightful posts for other vastly-more-popular-than-our blogs... but the truth is we have just been busy. But don't worry. There is a tall stack of post-its and scratch pieces of paper with blog posts to be piled high next to my laptop. Just a matter of time...

In the meantime - check out our featured images from photographer Noah Wolf's blog post on a corporate event for the brand new Target Field he recently shot for us as well as the latest guest blog installment of DesignDawgs, featuring yours truly.

Bubbles on the Surface

My conceptual mind is a tinkering away today. The analogy is not yet right, but the question is firm and good:

Will the "Community" surpass the "Event" as the thing? So that events are simply bubbles on the surface of things?

I was re-reading an article this by @samueljsmith in the e-book Social Media for Events by @ready2spark and two specific points leaped off the page at me:

"Attendees will expect to connect with other delegates before, during, and after the event." & "New Events will emerge from online communities."

I am a strong believer in both of these statements (as well as the other 8 great points Samuel makes in the article) and have for a while been articulating the change in the event atmosphere and the understanding of event design and event education. But today a new thought happened! Forever, I have thought about events as "the event" - it is that which we prepare for, which attendees get excited about. The Event has always been the thing. And communities occurred as a result of the event; that is to say that people would meet at a conference or event and then stay in touch as new contacts in a Rolodex-version-of-community. But with a changing understanding of how adult learning occurs, more and more focus has been placed on conversation before, during and after the event. The explosive growth of Social Media continues to demonstrate that the power of the community to shape dialogue and make change is vast.

So what if the Community is really the thing, and not the event? What happens if we re-envision events as momentarily emergences from the conversations within a community that occur over the course of time. What if we consider first the community and its dialogues as the primary experience and like the warming lava inside lamp, at given periods of time portions of the population become excited and bubble up into gatherings on a certain topic, around a specific discussion, or for a special need of the community. As the accomplish their task, they fall back into the community and the conversation continues.

Perhaps a lava-lamp is not the best visual image here, but it gets at the point. Or maybe it is more like that plasma light I used to love to play with as a kid - lots of particles (=people) flying around inside a defined space (=community) in and amongst low pressure gases which makes them excited and visibly functional (=brand, organization, conversation, interest) and act on the sphere by touching your finger to the outside (=action of putting on an event) you cause some of those electrons to get hyper excited and come together to form potent streams of lights.

ReClaiming (and ReDefining) my job as a Designer

I hate the response:

"What do you do"
"I'm an event designer"
"Oh, so you make parties pretty."

No. I am a Designer. I am not a decorator. Yes, I do create, design and provide decor for events, but that is only one small component of the responsibilities our clients task and trust us with as the designer of their meeting or event.

And yet as an industry and community, we do not necessarily celebrate the role or work of the designer the way we celebrate the decor at an event. So many times we offer awards and print in magazines beautiful pictures of stunning events without ever thinking about or asking how that event came to be; without examining the design process which did (or did not) make that beautiful event successful. And yet it is in the process of the art of design, not in the product of that design that the reality of our contributions lives.

Now note! In NO WAY is this a value judgment about the role of a designer or the work of event decorators. There is not a value judgment to be made. Both are required, but one is much better understood (and exposed) and the other is not. So I am making it my job to change that.

I have been reading the fine blog, The Business of Being Creative by @seanlow for the last eight months and his graceful words have motivated me to put a stake in the ground. Sean discusses the art of the creative business as being something each artist must define for themselves and stick to, as their art is their contribution, their art is their value. And how true. The gift we bring is an understanding of the process of creating an event. We understand the role of strategy and the important need for everyone to conceptualize the purpose of their projects, identify their audience and articulate the message of their brand or organization or of the individual celebrating. Only after this significant thoughtful energy has been spent can one really create a successful event which actually functions to serve a purpose.

It is these purpose-driven events which by design grow brands, change behavior, commemorate the past, the present or the future and create cause for celebration through the articulation of a defined set of values shared in a live, virtual or hybrid experience. It is not that these events are not "pretty" - but they are first purposeful. They are beautiful creations because they know why they exist, not because we put a bunch of beautiful things together. They are events which tell great stories - because that is our art, as true storytellers on the stage of the lived experience.

There will always be pretty events. But we don't make these. Because we are designers. And it is through our design that we make events matter.

I am going to kill the General Session!

BeEvents was selected by @ready2spark expert Lara McCulloch-Carter to participate in an e-book featuring seven Social Media experts sharing their thoughts on how Social Media will effect the future of meetings and events.

Included here is an expert from our chapter. The book is available for free from Ready2Spark's website.

I am on a mission to single-handedly destroy the ‘General Session’.

Ok, ok so I will not exactly be able to eradicate General Sessions from meetings all on my own. And, yes, General Session will still go on at meetings for years and decades to come. Just as breakout sessions and auxiliary events will continue to happen, because regardless of the immense growth and wealth of resources technology continues to churn out to help us meet better, accomplish more (or at least be busier), human beings are fundamentally social creatures and will always seek out opportunities to get together. The “live” event will never die. It is just going to change.

At BeEvents, we believe whole-heartedly in the notion that the purpose of event design is to facilitate the conversation. The growth in our industry is a reversal of the planning the process from task-driven planning to strategy-driven planning. It is not about finding the right color linen, booking the right entertainment, or figuring out the perfect way to process registrations and distribute gifts. And at the same time is it exactly about picking the right color linen, great entertainment and facilitating a smooth registration process. But the difference lies in knowing and understanding why you are doing it.

Far to often the planning process is thought of as:

Step 1: We’re Having a Meeting
Step 2: Need to pick a Location and Theme
Step 3: Complete all the to-do lists, checklists, master task sheets, forms, contracts,
vendors, obligations, negotiations, arbitrations, and many other …tions, until we collapse
post event with a stack of evaluations that really tell us nothing, hopefully a cold meal
which was left in the warmer, maybe a pat on the back from our boss or the corporate
executive and tomorrow we get up and do it all again.

But how often is Step 1 preempted with the question of “Why are we meeting in the first place?“ It is a question of great functional importance as budgets and staff have been cut and new technologies and virtual solutions present themselves as “cost-saving” measures. We need to question why in order to best understand what it is we are trying to accomplish (and, by default, what it is we are therefore seeking to measure to evaluate the event, its success and ROI). It is not that the logistical duties of effectively planning and producing a meeting and event are not relevant – they are critical. But first we must understand what the purpose of the project is in order to do those tasks effectively.

This is why strategy matters. The ability of an organization or an event team to effectively articulate its value proposition alongside it brand and goals and objectives, with without doubt simply produce better meetings and events. It is this organization that understands how to mix the virtual experience with the live experience in order to create learning and behavioral change (is that not the function of the meeting or incentive program, to educate and change behavior). It is this group who understands that the best spend of an event budget is on the items that most directly will create the experience necessary to meet the learning objectives. This group knows that the color of the carpet or the linens does not matter in and of itself because it is pretty or because it is ugly. They matter instead because they are contributors to effect-iveness of the audience’s experience.

The meaning is in the message and the message is communicated in the experience. The lesson of Social Media is that it creates offers environment in which communities of people can engage in conversation. Meetings and events are intended to do the same, with a bit of shaping, of course. And when all the elements are working together, the ability of the audience to engage in dialogue and create thoughts, ideas, and learnings multiplies. In this environment you tap into the natural expertise of everyone in the room – their experiences and their networks - expertise and ideas that hopefully track back to the office post event. That is why we have to get rid of the expert speaker and get rid of the stage and start the conversation among those in the room.

BeInspired

Editor's Note: This article is a shortened post of the January 2010 Design Column in Event Solutions Magazine, pages 48-49.

N-E-W-Y-E-A-R spells Relief! Or so go the hopes and exaltation of many event designers and producers this year. I don’t know about you, but 2009 needed to be done. At best, the year was a mixed bag. And at worst a lot of twiddling of thumbs as clients remained unsure and indecisive. Or my new favorite: the reinforcement of the increasingly bad behavior of contracting and delivering projects with days or less notice. But all that (hopefully) is remains in 2009.

With a new year off and running, its time again to be inspired. But where can you find inspiration for your new project or an old one in desperate need of rejuvenation? Here are a few tricks which get my creative juices going.

Go Shopping: for everything except what is on the store shelves that is. Retailers spend mucho dollars each year, forecasting trends and implementing colors and styles that will trickle down in 1-3 years to the event world. But beyond the commercial goods, look closely at the way retailers display their goods. Creating places for customers to pause or various focal points to draw customers through large spaces is what retail store designers are good at. And they employ many of the same strategies event designers can to accomplish the same goal. So look close next time you walk into Target or Crate & Barrel or your favorite store. The next great trend in buffet displays may turn out to be little more than an innovation on a sweater rack.

Don’t want to leave your house? Turn on the TV ...and watch the commercials. Same thing goes – watch closely and you will see trend colors, styles, motifs, and patterns emerge before your very eyes. Television programs can contribute to, particularly those which tap into the current cultural emotion. There is a reason the television show Mad Men is so popular. In our uncertain economic climate, the emotional trend is towards authentic experiences that remind us and re-inspire us about the simple good things in life. Classic, formal style has returned, but with a modern twist.

Go Swatching! Now I know clients give me a funny look every time I suggest we hit the hardware store, but truth be told, the paint section of your local hardware giant or hometown store is one of the best places to play with color. Grab a handful of those over-sized color chips in colors that strike you or your clients as favorites or inspirational. Having the big color chips makes it easy to mix and match and find a palette that suits your needs. Use this to build a style or color board incorporating favorite element and decorative items and before you know it your design will start to emerge.
Read more about using color from the impeccable Sasha Souza.

Branch Out: One of my favorite new inspiration ideas is that of branching. It is a version of brainstorming where you take an object and describe every detail of it, eventually using those details as the base of your design. So lets say you have a client who loves watermelon. You can use the watermelon as your inspiration. First list all of its qualities: red, green, white, seeds, black, round, oval, heavy, large, wet, sweet, etc. Perhaps consider the things that come to mind when you think of watermelon: summer, sun, outdoors, grilled foods, holiday, etc. Use those ideas and elements to create your event: your color palette may include variegated shades of greens and melon red. Flowers may be large, heavy and round in shape but with a sweet summery scent. Perhaps oval dishware. This is not about literally doing an event that has watermelons as centerpieces and looks like a watermelon! It is about being inspired by the essence of the watermelon to create your design.
Learn more about branching from The Wedding Guys Blog.

Now it's your turn. Where do you find Inspiration??

Let's go 3-D!

So it's New Years weekend and like millions of other individuals I headed to the theater to catch the new Avatar movie. Blowing (too much money) on tickets and (way too much money) on snacks, I looked down at my ticket and noticed we were watching the flick in...3-D!

"Oh great" I joked with my fellow movie goer. "I can't wait to put on my silly paper glasses of red and blue" Boy was I wrong.

The glasses we received were not of the cheese I remember, but thick black plastic with "plain" lenses. And once the movie began, the screen literally came to life. To see creatures and images leap forward off the screen to me in my seat was a revelation. And I said to myself what any self-respecting event designer would: When can I do this.

Imagine it: 3-D would bring wonders to event design. Attend an event, don some funky glasses and experience video projected images come to dimensional reality right in front of your eyes. It adds completely new layers to conceptual design. Not only are their real props, but 3-D video props and environmental features popping off the screen This would be the personalization of experience. Integrate augmented reality and interactive 3-D video and you the guests would choose your own experience.

Now who is to say this would be functional? The level of sophistication and planning to craft an experience that was not Disney-fied as a "walk-through" expereince but could exist over-time would be extensive. Still I love the thought of the challenge. So techies tell me: how soon before I can play with the third dimension?

(The movie was a visual splendor by the way. Not my favorite script of the year, and for the reason though I am sure it will be offered the Oscar, I can think of better choices, but COMPLETELY worth seeing for the visuals. This is the stuff of a chocolate factory: pure imagination. It also tells me hyper-color is on its way back in. See the movie and then tell me if you don't agree.)

A Question of Value?

Not a newsflash: the economy is (still) in the tank. Projections for 2010 meetings suggest things will be worse before they get better. And as an event designer that initially doesn't sound very fun! With budgets slashed, clients keep coming with the desire to do the same or more for less. They want (or internal bosses are demanding) they demonstrate good value for their spend. And yet, more and more it seems the word "value" is being swapped for "cheap price".

While I could write for several paragraphs on the multitude of meanings of the word value, I want not to bore anyone who has given me the precious time to read this post. So instead we will just focus in one idea: "cheap price". And here is my thought: "cheap price" does not equal "good value" though you may find "good value" at a "cheap price".

It is not that I am advocating that vendors don't help their clients out in this time of need. Absolutely the opposite. Being a good vendor is about being a good partner, and as a good business partner we work very hard to understand the clients need and create solutions which deliver to those needs, as well as those limitations. Times are tough all around, and working together to create cost-effective solutions is always the way to go. That said, vendors shouldn't discount just to discount and grab up an extra piece of business. Doing so is short-sighted and steals away any real "value" the vendor's brand had. Good service and great ideas will always be valued and paid for. And in the creative solutions, cost reductions can be found, as long as the players in the project have clearly identified what they value in the first place.

The mistake I so often see is folks wanting to do what they have always done for a better price. But step back for a second. Ask instead "what value do we want to get out of what we are doing." So many events happen "because they always have" without real interest invested in the "why are we doing this project and what do we hope to achieve from it." To get "good value" you have to know what you "value" in the first place. What are the reasons and objectives for the meeting. Knowing these, does there have to be a general session? Does anyone really want name entertainment on opening night? Would the event be better with less people, but higher level discussions? Is our education track working? Is the networking earning us any business? The answer to any one of these questions (and the ones you have) may be Yes or No and both answers are right, provided it is a "value" to your situation.

Once you have identified these items which the organization or the attendees at the event value, you can set in on making good investment decisions with how to best spend the budget for the greatest return. It is not about checking the boxes, but spending money where it will reap the best benefit and foregoing or cutting back what you don't value. For the event planner: articulating the budget conversation in terms of organizational values provides leverage for you to articulate why you made the decor or entertainment or food choices you did (because our (clients/attendees/executives) value or don't value these items). It allows you to design your event to your needs-good value and therefore return-rather than design to tradition.

And one more note on the decor: "Right" is always best, but "nothing" looks better than "cheap". For example: if you are struggling to come up with a cheaper solution for a centerpiece, remember the right size/scale centerpiece for your 72" table will always look best. But if you can't afford it, no centerpiece will always play better in the arena of "perception" than that $25 version which is too small for the table. Choose wisely, because declining perception value, in the minds of your client, your attendees, your boss or the company executive is not a scale you ever want to be [measured] on.

What does Value mean to you? If you are a Twitter Fan: Join the conversation at #eventprofs, Tuesday July 21 at 9 pm EST. How to Join a Twitter Chat

UN-Cycle your next event gifts.

Now here is a great green product solution for your next meeting or event. At the end of the National Tweetup hosted in Minneapolis tonight, planners distributed coasters made from recycled Target bags (the night's event sponsor).

These coasters were created by zerOwbags - a company which takes waste plastics, "uncycles" them into "Plabric", according to their website. Whether you are in need of a conference bag or unique gift I loved how they took waste plastic bags from Target, stiched them into reusable coasters and, as this was for the National Tweetup event, stiched "Tweet" symbols into the product. There were @ coasters, # and RT versions. How fun for a branded event message with a mission. Check out www.zerobags.com to learn more.

Calling all Attendees: You Choose how you want to Learn.

It seems clear. The future of events is in the direction of facilitated attendees experience. As a myriad of Social Media tools in hand with explosions in cell phone technology allows for engagement among attendees at any meeting and conference, I have been struck by a curious idea. Will we reach a point when attendees will be free to choose their own experience for a given learning objective? That is to say, will organizations be willing to create a portfolio of events all with the same objective?

For example: Lets say your organization wants employees to learn about Corporate Social Responsibility and Ethical Business Practices. Based on that learning objective, the event team create a series of learning modules for attendees to choose from. An experiential learner: head to China for a week to visit the factor where widgets are made. A tech-learner: a Web 2.0 environment lets attendees engage in an experience with colleagues from around the globe. A thought leader: Attend the executive summit over the weekend where small group interactive learning is the rule of thumb.

As a side note, there would appear to be value in this idea for cross-organizational learning opportunities. Consider it: the top organizations in the world create learning modules which attendees can pay to attend for continuing education. As an employer, dollars are dedicated for key talent development and those can be spent for a week at Google Camp or as a flavor creator for Ben and Jerry's. For the sponsors of the such learning programs, return is reaped from increased brand affinity and fresh ideas from outside the organization. For the individual learner, the are able to take a Liberal Arts approach to their life-long development choosing the experiences which are best suited to their development needs. Yes, this may be the Disney-ification of education - but for experience based learners is that a bad thing?

Thanks to @jaysmet for engaging with me on this converstation.

Shameless Self Promotion in Press

I like to write. And fortunately, for me, editors like my thoughts! :o)

So in a self identified act of shameless RT of my past work, and in an attempt to drive more traffic here to this blog, and because today, I cannot think of anything more to say, and because I like to have all of this in one place and I don't know HTML to code it into my own site, for anyone who finds themselves board or interested, a list of some "good" reading:

Special Events Magazine
Bridging the Gap - November 2006
The Trouble with ROI - June 2008 ISES Pages
Event Tents Serve as Sacred Spaces, Party Places (Cover) - December 2008
Event Pros Turn to Online Social Networking - December 2008
Cutting Edge Looks in Special Events - January 2009
Event Pros Deliver on Tight Budgets - February 2009
So You Wanna Win an Award - March 2009 ISES Pages



Event Solutions Magazine
The X Factor - April 2007
Gen Y Time - February 2008
It Report - May 2008
Open for Business - June 2009

Continued Musings....

After reading my last posting, Musings of an Event Designer..., I thought I should expand on some of these ideas. As a reader, I know what you are thinking: That is all well and good theoretically, but my event still needs design! For your benefit, I will offer these continued musings:

Spotting Trends: This task is easier than most people think. It simply requires the ability to pay attention and be tuned in. If you want to know what culture is doing or what color is popular – turn on TV and watch the ads. You know which ones stand out, and pay attention to their choices of style, language, colors, shapes, fonts for text. These companies spend ba-gillions to sell products so piggyback on the research and focus groups they have paid for to generate your ideas. Want to know what color is in this season – you could look to the red carpet, but it is easier to follow the red bulls-eye; into Target that is. Walk up and down the aisles, particularly home furnishings, seasonal, and notice what is on the end caps. Target has a remarkable ability to be on trend within six months for retail, a time line that gives you as an event planner at least a year to work with. Continue your search through other stores in the mall – Pottery Barn, Crate and Barrel, Abercrombie & Fitch, or the Apple Store. Target great brands that understand who they are. Think Google, Disney, or again, Apple. In hospitably, W Hotels articulate this better than any in my opinion, and the rest of the Starwood properties rate up there too. And never skip over culture magazine and industry publications: BisBash, Event Design Magazine, Event Solutions Magazine, Special Events Magazine.

But often trend is more nuanced and detailed. While these examples will make you aware of general trends, focus in on the attendees of your group – what is the demographic and what do they like to do. Take the opportunity to experience and understand the lifestyle of your guests and simulate those experiences in your event. Remember always to aim high – guests are savvy and smart and there is nothing worse than an event that generalizes its design, packaging a theme or décor and “talks down” to them.

Thoughts on Theme: I apologize to everyone I will offend with this, but any packaged theme I have ever been offered, experienced or seen has been nothing more than a glamorized prom. Props have their place, but most “Themes” use and abuse them to their clients’ and guests’ dismay.

Event design cannot be packaged and resold because every event is unique. But if I have to make one generalization, I will say this: Personalize it. The trend in design as in culture is toward AUTHENTIC, PERSONALIZED EXPEREIENCES. People do not want Casino Night or Hawaii at their event as defined for so many year in the traditional prop sense so many of us are familiar with. That does not mean guest don’t enjoy casino games or tropical drinks and/or foods – but there is nothing authentic about plastic leis and giant fuzzy dice. Similarly, there is nothing personalized about the Tiki Hut with fake umbrella and plastic lanterns serving margaritas or the white lounge furniture in the VIP lounge. Integrate messaging into the décor through linens and lighting. Target entertainment towards not only the taste of your guests but also the purpose of the event. Enliven the experience with authentic details. The future of good event design is towards a nuanced, in depth understanding of your guests so that you provide design and décor that allows the guests to create their own adventure throughout the offered event experience.

Understand Your Boundaries: All events are bound with limitations – time of day, demographic of the guests, or the seemingly always challenging budget. Understand these boundaries and use them to your advantage when designing your events. Consider venue shape and space, or the events time of day. Think about what your attendees like, don’t like, and could like if given the opportunity. Hidden in these limitations are jewels to innovate upon as your design your experience. Remember innovation is hardly big and dramatic, but more often involves simple half-turns on a familiar idea or experience. Doing little things, slightly differently – mixing the shape or sizes of tables, serving food on a different shaped plate or family style rather than plated or buffet, or even switching the order of the program and dinner – will keep your guests comfortable while offering up something new.

Last but not least, remember this: Design is not décor, and décor is only one aspect of design. Good design is holistic in its approach. It is about articulating an idea throughout the event experience, not only in your tabletop décor but in the food, the lighting, the invitation and the gift bag. The more integrated, consistent, and, on the whole, simply your idea, the more memorable the event will be for your guest. It is a fine art-defining design-and guests are intuitively intelligent. They know when something is off, but more importantly they know when all the elements are working together. And in those moments great event experiences are created.

Musings of an Event Designer...

All right, you have an event coming up. You have your bases covered: Venue (check). Food and beverage (check). The invitations will hit the printer (or the inbox) next week. The phone calls to entertainment are in. Production companies are responding to the RFP. All that is left to do is figure out the details of design: the flowers, linens, and those crazy centerpieces your budget has you doing yourself. But what are you going to do? Pick a theme? Arabian Nights? Tropical Island? VEGAS (baby!)? Something generic but colorful? That trendy lounge furniture you saw in the industry magazine spread or at the last industry association event?

STOP! You have already gone too far, too fast and are about to cross the line near dangerous ground of bad event design.

Now I don’t mean bad design in that it will look bad or not work out or that the theme you choose won’t leave your guests with a general good feeling. But this column is about event design, and while I have the ability to voice my opinion out loud, I feel an obligation to share my vivid passion about the transformative power of great events that are the result of thoughtful and strategic decisions.

Great event design is not pricey, but purposeful. It is planned. It is strategized from the very beginning. It is not about picking this theme or that or jumping on the latest trend be it LED or lounge – both of which are established and old news.

How does one strategize event design? By asking the relevant and important questions necessary for successful event production. The movement of marketing is to the message and events must follow suit, coming to understand the significance of purpose, of place and audience. Design is the articulation of purpose; it is, at its best, a cohesive experience of each element of the event working in tandem and performing in harmony. Great event design requires the designer to understand the function of the event and expectations of its guests. It incorporates the message of the event to communicate with event guests. It understands its purpose and uses that guideline to create and innovate, to surprise and delight.