Essential Elements - Communications

One of the most overlooked elements of event production (especially on smaller events) is how to communicate effectively between all participating organizations (internal teams, contractors, volunteers, etc). Specifically, the TECHNICAL means in which this communication will take place. The oversight is understandable - with nearly everyone carrying a cellular phone nowadays, we're accustomed to having anyone we need to reach available to us at the push of a button. However, operations during an event are considerably different than everyday business operations, and attention must be made to these differences when developing your communications plan.

In modern event production, there are generally three communication technologies employed:

Cell Phones:

Theoretically speaking, you may be able to get by simply through the use of cellular phones to communicate. I say theoretically, because in my experience relying on cellular phones during a live event is only slightly more effective than using smoke signals or carrier pigeon. True, you may be able to save yourself some additional expenses by relying on your employees personal communication devices. However, there are too many variables that can derail your communication plan - service outages, dead spots, dead batteries, noise, and simple neglect can all cause your call to fall of deaf ears. You'll need to add countless new contacts to your phone that will rarely be used after the event. You'll have to contact each of your team members individually to communicate. Not to mention the additional charges that will be accrued on your team's cellular service plans. All told, the perceived savings you may have by relying on your existing cellular phones is rarely worth the risk.

Direct Connect:

The disadvantages of using cellular phones for event communications can equally be applied to "direct connect" features, with one added component - unless your company provides telephones to its employees, there's no way of knowing who's cellular service supports this feature, and such networks are rarely compatible.

Two-way radios:

Given the disadvantages of both cellular and direct-connect technology, my recommendation to anyone producing an event would be to rent a radio communication package from a reputable service provider. Such packages are not inexpensive (budget anywhere between $300 - $500 depending on the number of radios and rental period).  However, you'll be gaining four vital advantages for your money.

1) Nearly limitless communication configurations - assign specific channels to functional groups,  designate private channels for managers, reach everyone you need with ONE call.

2) Technical support - most packages are delivered and tested on-site by a radio technician, so you can ensure that everything works and all issues are resolved quickly.

3) Control - by assigning radios to employees and contractors (as opposed to relying on cell phones), you're sending the message that communication during the event is a high priority, and their availability via radio is expected. Believe me, the sheer volume and annoyance of a standard two way radio call is hard to ignore.

4) Range - Two-way radios are rarely burdened by the same transmission and reception difficulties that plague cell phones, ensuring that your calls will be received every time.

In short, the piece of mind and added efficiency of renting a radio package more than makes up for the additional cost that will be incurred. Depending upon the type of event you're producing, you my be able to secure a trade for radio services (tickets to your event) or a donation/discount (for non-profit/charity events).

For assistance in creating a communication plan for your event, or  for information on additional event services, contact Sytelabs today to schedule your consultation.

Sytelabs Update - 12/1/09

In response to several inquiries regarding the lack of recent updates to our website, let me assure you that Sytelabs has not, in fact, closed up shop. Rather, we are in the process of relocating to Chicago, and are therefore not taking on any new projects at this time. However, we will be resuming full operations beginning in February 2010,  and will certainly entertain all inquiries for projects beginning after that date.

Our sincere thanks for your patience during this obviously busy time.

- Sytelabs

There Goes The Neighborhood - Producing Residential Events

Few events are as difficult to plan and execute as those taking place in “residential areas” (such as street festivals, sporting tournaments, and political/social advocacy events). Beyond the logistical difficulties of access and resources, there's the delicate issue of dealing with the residents themselves, who may not be thrilled with the inconvenience your event may created. However, if you keep the following steps in mind, you'll minimize a number of potentially dicey issues down the line.

1. 
   

   Make sure anyone who may be affected by your event is notified. Never rely on the city to do so. Even in the best cases, they'll only be able to offer an overview of what to expect, and in the worst will neglect to do much of anything in the way of community outreach. Since this event is a physical manifestation of your company (and will shape public opinion regarding it), you owe it to yourself to take the lead.

   
   


2. 
   

   Be proactive – create mailers, organize an information session, canvas door-to-door...the method itself is less important than getting information out into the community early. Once you have your plan in place, THEN invite your local government representatives to take part. If they see that you have matters under control, they're more likely to step in for you when you need assistance (and more importantly, will stay clear when you don't).

   
   


3. 
   

   Offer them an opportunity to contribute to the planning process. After all, no one knows the neighborhood as well as its residents. Traffic patterns, parking issues, and access areas are most easily identified by those who have the most exposure to them. More importantly, there's no better way to gain buy-in and minimize complaints than to offer them a “stake” in it's execution The benefits of this cannot be overstated.

   
   


4. 
   

   Respond to their concerns – Even if your local government grants you access to a particular area, you are still a “guest”. If the residents express a concern about anything, don't simply brush it off, or worse, have them take it up with the local government. Work with them to solve the problem as quickly and amicably as possible. Aside from simply being the right thing to do, it's self serving – once disgruntled neighbor can quickly rally an angry mob if they feel they've been slighted.

   
   

For assistance and advice in executing your event in a residential area, schedule your consultation with Sytelabs today.

The Benefit of Less

Two concerts, one venue, and one very important lesson regarding event production:

Concert #1 – Legendary D.C. Hardcore band famous for doing things their own way. A $6 ticket, no light show whatsoever, and a stage so bare you could see the ventilation ducts on the back of the stage wall. Sound system was marginal at best, but sufficient for its purposes. End result – 2 hours of sweating, mind-blowing performance and a iconic status confirmed.

Concert #2 – Underground Hip-Shock band from Detroit with a similarly independent ethos. $30 ticket, massive light and sound rig, actors in costume, a mountain of fake gore, the works. End result – based on reviews and overheard conversations, one big collective sigh.

Which show do you think people are still talking about?

The argument has little to do with the music itself...there is no accounting for individual taste, and since each show sold equally well, it's essentially a direct comparison on all fronts (show promotion, ticket accessibility, etc).. So what was it that concert #1 had that concert #2 was lacking? A focus on the core of the business.

Concert #2 sounded alright, and the performance was up to par, but amongst all of the visual noise did the message (in this case, the music) break through? Judging by the reaction I witnessed, not enough to create a truly lasting memory.

When it comes to events, if you give your audience a quality product, they'll gladly overlook any “flash” that you can't provide. Keeping the focus on the essence of the product is the highest form of respect you can offer your audience. It tells them that you trust their capacity to identify value, and aren't trying to compensate for inferior performance with layers of sensory distraction.

So if you're on a limited budget, forgo those extra “stage lights” and invest a bit more in your core message. Even if you can afford it all, be careful to ensure you're not masking your real value with pretty packaging your audience can't open. Sometimes its best to lay it bare under blinding white lights

Event Tip - Using Volunteers.

One of the most difficult aspects of producing an event is acquiring a talent pool of "casual labor" - catch-all employees who assist with everything from hanging signs, to greeting guests, to passing out information. Traditionally, companies have relied on their internal staff to fulfill these functions, or have "leased" staff from the event facility. Although there may seem some benefit to these options, both are in reality expensive and inefficient, two things a moderate-budget event cannot afford to be.

Think about it logically - on most days, every office in America is burdened with enough distraction, drama, and inefficient work practices that it's a wonder anything gets achieved. Even in the most idyllic of companies, competition and  conflict are a given, the inevitable byproduct of the free-market, winner take all system. Against this backdrop, does it make much sense to rely on employees outside of the producing department to act as "grunts", especially when the reporting hierarchy of an event is drastically different than the everyday operations?

Contracting labor from the event facility (if the option exists) is moderately effective, if only that you'll have a direct link with their immediate supervisors should their performance be questionable. However, you'll pay a premium for that accountability, and since the venue bills this staff by the hour, there's little incentive beyond good will to ensure they're working efficiently.

There is another staffing option, however, which if done correctly can be mutually beneficial, efficient, and best of all, cost neutral - using volunteer organizations. These groups are always looking for a new means of bringing exposure to their cause, and are always in need of donations. By assisting you in the execution of their event, they can achieve both objectives, and will work hard for the privilege.

Imagine that you have $1000 allocated towards auxiliary staffing (that is, staff that will not be paid via your companies payroll). That $1000 will get you roughly (8) staff for 10 hours at the going recharge rate of $12/hr. If you need more staff, or need that staff for longer than 8 hours, you've blown your budget.

However, let's say you contract with a volunteer organization to provide a set amount of staff for a flat donation fee (your $1000), and you offer them the opportunity to distribute information and solicit donations at your event. You get a dedicated labor pool at a set "fee", and they receive that fee plus any additional donations received at the event. Depending on the final agreement, you may be able to write the "donation" off, but be sure to consult counsel before doing so. Finally, you'll likely be able to hold an informational/training seminar with these volunteers before the event, ensuring maximum efficiency and team rapport.

If you're on need of additional information on using volunteers for your event, as well as contracting and training volunteer groups, contact Sytelabs to schedule a consultation.