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 In the fast-paced world of events, knowing the right questions to
ask when choosing an event production company can mean the
difference between a wildly successful event, and one that is…not.
So how can you streamline your approach and find just the
right company with which to work for your upcoming event? The
following are five key points to consider before hiring an event production company.
Who are They?
First and foremost, it’s a good idea to go out and visit the company’s
offices. A strong correlation can exist between the company’s facility
and its ability to execute your event. The condition of its office space can
reveal a lot about the company. For example:
A neat and organized space translates into a neat and
organized event.
An energetic atmosphere with happy, professional employees means less turnover, which translates into
longevity (and consistency for you). Updated technology and state-of-the-art equipment
translates into smooth pre-event processes.
A smartly decorated office space means, well, a smartly
decorated event.
Bottom line: If the company has invested in itself, it’s passionate
about its business; if it’s passionate about its business, it’ll be passionate
about your event.
What Do they Do?
The multifaceted nature of events requires a multifaceted
production company.
Companies that say they’re full-service often are not. The key is to
find out the extent of the company’s in-house capabilities and the scope
of its talent and skills. Some good questions to ask are:
Is design and fabrication done in-house? The answer will tell
you if the company will be able to help you out in a pinch at
3 a.m. the night before your event.
What equipment does the company own? This tells you if it
has what it takes to execute a large-scale event.
Exactly what are its in-house capabilities and skills?
If the company outsources some elements, inquire about its
relationships with those suppliers. Does the production company
have long-standing relationships with them or does it use freelancers? If
it has established relationships with its suppliers, its events will be
more consistent. All this boils down to control. The more control the event
production company has over the services it’s providing, the more control
it’ll have when it’s the eleventh hour and something needs to be changed.
How Do they Work?
When the discussion turns to process, it’s time to listen up. Pay close
attention to what its representatives say — but even more importantly
what they don’t say.
Ask how the company moves from concept through execution;
let them walk you through the process. Listen for clues that they’ve
been around the block; that they know the ins and outs of the industry
(venues, labor laws, permits); and that they’re going to be on-site when,
in the middle of the event, a lamp in a lighting fixture blows out. Get a
sense for what it will be like to deal with them on a daily basis. Will you
be assigned a key contact or will you have to talk to five different people?
Is their style conversational, like they know the business, or are they just
pitching you? Ask if they have insurance and look for other confidenceinstilling
signs such as:
detailed,
--Drawn-to-scale floor plans
--On-site support during the event
--Flameproof fabrics.
At the end of the day, the more you can read between the lines, the
fewer surprises you’ll have. The right fit will mean your peace of mind.
What Do others Say?
At this point you’ve determined if the event production company is
a good fit. Next, you’ll check references and testimonials and review its
client list. But how do you go beyond the typical checkpoints to reveal
what lies beneath the surface?
One way is to ask its references specific questions about the things
that are most important to you, but can only be learned from experience. For example:
Will your contacts be accessible? In a 24/7 business, you
may need to reach them during off hours.
Are they responsive? Will they return your call promptly?
Is the company’s on-site staff professional?
These questions can be asked directly and the answers should be
quick and convincing.
Another way is to request a variety of references — high profile
clients as well as lesser-known companies — and make sure their
experiences are consistently good.
Talking to others about your needs and expectations will allow you
to extract the information you need to make the right decision.
Do they Get It?
Last but certainly not least is the all-important question: Does the
event production company understand your vision? Make sure its team
grasps your ideas and can work with you to make them a reality. A few
questions to think about:
Do they ask as many questions as they answer? They should
have a lot of questions, which shows interest.
Are they passionate about their work and enthusiastic about
your event?
Do their ideas resonate with you? Be sure to look for
creativity here, not necessarily a summary of what you’ve
already told them or what they think you want to hear.
If you’ve met the right partner, they’ll be interested in learning your
business, not just selling theirs.
Follow these guidelines and the payoff could be a long-term
relationship with an event production company that will help you grow
your business and gain new clients.
Lara Baldwin is executive vice president of Landmark Event Services, an event production and décor firm based in New York City.
Contact: lbaldwin@landmarkeventservices.com or www.landmarkeventservices.com.
Click here for this issue's
Industry News: Problem Resolution or Production Resolution? A Case Study
Click here for this issue's
featured artist: Linwood Peel's Tribute To The Drifters
 Mark
Sonder, CSEP is the Chief Entertainment Officer of Mark Sonder
Productions, an award-winning leading national entertainment agency designing
headline talent and production services for facilities,
corporations and associations. In addition, Sonder sits on
the faculty of George Mason University, University
of Nevada at Las Vegas (UNLV), The George Washington University, Stratford
University, Northern Virginia Community College, and The University of the West
Indies. Event
Entertainment and Production is the book published by
Wiley authored by Sonder.
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