We call them Special Events, because they’re usually planned to celebrate or acknowledge something special. But when speaking about the character of an event… regardless of how much is spent on food and beverage, décor, and entertainment… one really cannot describe it as “special” until days, weeks, months, even years after the event has taken place. Then, and only then…if attendees are still raving about it … then indeed, an event can be defined as having been a “Special Event”.

Simply put, “special” events don’t just happen. They must be planned with an eye on all the details and a feel for the desired event mood and flow and the demographics of the attendees. Demographics are key because they will help you define the expectations of your guests…

• Knowing where attendees hail from, and do for a living will reveal food, music & entertainment, and activity preferences. Lawyers may enjoy more sophisticated cuisine and music, whereas southerners are typically more down-to-earth where their food and musical tastes are concerned.

• Knowing attendees’ ages and genders will help you to craft the event so as to communicate successfully with event guests. What may be thought of as meaningful to a young woman in her 20’s might be trivial to a gentleman over 50.

To best plan an event that truly is “special,” try something we call “Reverse Engineering.” Start by imagining your desired end result by picturing your guests talking on their way home or around the water cooler a few days later, or sharing their experience with colleagues, and then ask yourself three crucial questions:

1. “What is the real objective or purpose of my event?”

2. “What would really make my event special?”  

3. “What do I want my guests to say about my event?”

It might sound somewhat elementary… perhaps even a bit silly, but knowing the answers to these questions will not only guide you in planning a successful event, it will help you to best engage your attendees, to ensure they talk favorably about it, and leave the event knowing full well why they were all gathered together.

Do your homework and stay focused on these questions… and your next event will surely be “special”.