Event Jobs of the Future
Excerpted from Intentional Event Design, Our Professional Opportunity (2017)
July 2021 and the world is different. Today’s Thought: We have a lot of fancy new titles for jobs as outlined in today’s edition of BizBash and I agree we are seeing changes. The Safety Specialist is one where we always all had a Duty of Care, and now it is a whole new level. While there have been onsite medical companies for many years for events, they are now busier than ever, from testing to the care they have always provided. Check out the BizBash list, and below are the roles for live, virtual and hybrid events I identified when I wrote Intentional Event Design, What’s your next role?
Who’s in Charge?
You cannot design an event until you have a clear understanding of the decision-making hierarchy AND the key objective(s) of the specific stakeholders. These two components will drive your content development, overall design and ultimately its delivery.
Client(s) provide the overall direction, budget and will have the final say. Our key role as the event designer (internal or external) is to build the team that makes the stakeholders shine. There is no event created without a client or series of clients – make sure you understand the hierarchy of decision- making and the intersections; particularly when there are multiple layers.
One of the key challenges in being a meeting designer or event producer is having your client understand the sheer amount of resources – human and otherwise – it takes to ensure a successful event. Let’s look at a few key roles, some which have come into play more in the last decade as the content crafting has become multi-faceted and tech-based.
Business Event Strategist is the latest job title suggested by the Professional Convention Management Association (PCMA) to recognize the creative, design-oriented, business-savvy event professional. I would suggest this is a senior role event professionals can grow into, earning their seat at the table.
Account Executive (or similar title) is typically the main contact within an agency who will be the liaison between the key client and the agency or planning team. Along with Project Leads they will be responsible for the overall budget and fulfillment of the project.
Meeting Planner, Event Producer, Project Manager (the titles vary) oversees the various project components, team members, liaises with supplier partners and ensures events stay on budget and are delivered to expectations. Incentive programs benefit from a professional experienced in developing the reward structure, integrating to objectives and measurement and this may be a function of this role, or you may work with a specialist.
Functional Teams Supporting Key Logistics. We are all familiar with these roles including marketing, registration, travel, transportation, logistics, accommodation, gifting, exhibits, venue management, food and beverage as examples. Depending on the team, an area lead may report to an overall project lead, or on a smaller team, each may take on multiple roles. While we can automate many of these tasks, it still requires people for oversight, human contact with participants, reporting and issue management.
Inclusion, Diversity and Perspectives
We live in a global economy and plan events for a great diversity of participants. We have looked at how we make events more accessible, consider local culture and craft inclusive experiences. The makeup of the planning team can assist you in creating inclusive experiences, as you draw from a variety of perspectives. Building a team of deeply experienced people and inviting those with less tactical experience but a fresh eye, with a mix of gender, age and cultural diversity will build a more inclusive and layered event, with broader appeal to your entire audience. If you create an open and creative environment with more people asking the beautiful questions about what will make this event more effective and purposeful for your guests, you are sure to make better decisions. Not always easier, but better.
| Security. Again, if your event requires this, work with professionals. This may range from guards checking badges at the door to a fully integrated control room involving local emergency response professionals. Before you go on-site, develop a clear reporting structure, know who needs to be advised, in what order. Assign a spokesperson / people in the event of any type of incident. Inform the team who is your go-to lead in the case of any challenges. Define who can make decisions, and who is their second or backup. This is important in the event you have identified a lead who is not available the moment you need them. Perhaps they didn’t come on-site, or maybe they are engrossed in another of the many moving parts taking place on-site. Having a backup knowledgeable in the event and the procedures is critical. When security challenges arise, your participants will want to know what is happening and how it affects them clearly and quickly. |
General Session, Branding and Live Event Team
Executive / Creative Producer leads the creative and production teams and for these areas is often the key liaison with the client, ensuring accurate and timely delivery to meet the vision, while staying on budget.
Technical Director typically leads the audio-visual team ensuring all floor and rigging plans are correct and current, often liaising with both the producer and the venue to confirm accuracy. They are responsible for ensuring technical needs related to the operation of the show – power, equipment, staff, load in and out plans, rehearsals and ultimately the show and its multiple components over multiple days are all on track.
Set Design and Décor This includes developing a plan for all the hard and soft elements that may comprise a stage or set often for multiple uses during an event. Set designers will work closely with the producer and technical director to create what is often a multi-purpose stage (or stages) suitable for plenary sessions, panels, a gala event including awards and a show, and potentially a hybrid broadcast booth, among other uses. They will work with carpenters, lead hands, painters, furniture and décor suppliers to create a complete picture. This may also extend to the lobby foyer areas of an event to ensure brand continuity. Networking and event spaces may be enhanced with projection, sound, furniture, soft goods, branded elements, foliage and floral which all work to continue the visual story.
Content Producers (Visual) This can and will likely be a combination of written, visual, video and potentially virtual / augmented reality content to be used for pre-event marketing, on-site messaging in session rooms, and potentially in a trade show or similar environment. It can be content shared via email, in a mobile app, printed including programs, on-site daily papers or magazines or projected including any combination of powerpoint / keynote / prezi, video or multi-projection systems. Content in any form requires management.
Script Writers This may be an internal organization communications staff member, member of the agency team, external communications team or a specialist writer to provide the content which your key presenters will deliver. These presenters may include hosts, masters of ceremonies, executives and moderators in a live format. They may also continue with scripting for visual content and videos produced for the event.
Master of Ceremonies. (also MC or Emcee) No matter the size of your event, having a visible host who shares relevant, general information, introduces what is to happen next and provides a continuous voice through the event. This may be in addition to or in lieu of the conference weaver below.
Moderator. Different than Master of Ceremonies (MC/ emcee) this host role tends to be very connected to the content of the meeting, and the term may be used most interchangeably with the Conference Weaver below.
Conference Weaver or Storyteller. Their role is to pay attention through the event and tie together the story. They share key takeaways from the presenters in both general sessions and breakouts and weave these back to the main theme(s) of the event and/or the vision of the organization. When captured well they create a solid and welcome sense of continuity, particularly across multiple days. This can make a great takeaway reel for next year’s marketing!
Facilitator. We will use the definition the Meeting Design Institute[1] uses because it offers a complete description and differentiation from other roles. In their words “A facilitator is a professional that communicates, manages and monitors the meeting format. This means he is not involved in the actual content, but focuses on the exercise, group activity, feedback, overseeing ‘the process’.”
Your audio visual (AV) Team will vary based on the specific event. They will typically follow the Technical Director’s lead. This team may include all or any of the following:
Technical Show Caller is responsible for ensuring all technical cues are on-point during your sessions, providing direction over clear-comm, the closed-loop radio system to the technical team members.
Lighting Director is responsible for designing lighting suitable for all the required functions in identified spaces for live and broadcast requirements.
Lighting Operators may include the person running the board(s) as well as follow spot operators.
Audio – A1 and A2 – They are responsible for all audio components which may include microphones for the speaker and the live audience; monitoring audio feeds for media and virtual or hybrid components; and any music or video.
Video – V1 and V2 – Responsible for all video components including any presentations, videos and live camera feeds from on-site or hybrid or virtual participants or presenters.
Camera Operators – if providing IMAG (image magnification of speakers to a main screen) or sending a feed to a virtual audience these operators are responsible for capturing the show – the presenters, and any action or activity which may be relevant to the experience either live or in post-production.
Stage Manager (SM) and Assistant Stage Managers (ASM) are responsible for the flow of hosts and presenters to and from the stage, and for any stage changeovers of set or furniture, props or elements required.
Breakout Room / Secondary Room Technicians This may be a person or a team, depending on the scope of the event and production in each space. Don’t let breakouts be forgotten!
UX Designer UX stands for User Experience and this refers to both digital platforms including mobile app(s) and live experiences you undertake for your participants to enjoy. There will be integration required as we step solidly into this digital age and having a team member(s) who can lead the integrated seamless and wow delivery is a new role in event design.
Virtual and Hybrid Event Team Additions When we consider how meeting design is impacted by the digital age, the reality is we no longer plan for participants to be in the same geographical space. If you add this component you require some specific roles to be filled.
Digital Event Strategist This may be one individual or may be a role one of your producers adds to their responsibilities. It will depend on the scope of the event. It does require someone asking all the right questions to create a superior experience for your virtual audience members from both a technical standpoint as well as content development such as backstage or behind the scenes interviews.
Broadcast Producer If you are adding a virtual or hybrid component this does require a dedicated person to develop both the technical specification and liaise with the content team, scriptwriters and hosts and then manage this process on-site.
Hybrid Host Depending on the size, scale and design of your event you may wish to have in addition to the MC (or weaver) a host dedicated to the virtual audience. This person makes sure there are no gaps in delivery and this portion of the program stays both on-time and engaging. There is also the opportunity to offer additional interviews or backstage experiences, which can be archived for later viewing.
Virtual Audience Host or Moderator You may have a host as above plus an online moderator / host and they manage the process of any live polls or interaction between the live and virtual audiences and ensure the information is shared consistently. Sometimes this is one and the same host.
Roles Related to Story Extension Extending the story beyond the four walls and specific days of the event can be desirable. Having a team to do this in a way that puts your organization’s best foot forward is another step in the planning.
Graphic Storyteller. This is an artist who listens to the presentations and creates a visual storyboard, often on a board that is 8’ / 2.5m (or more) wide creating a living pictograph of the information in the session.
Social Media Team can be an individual or a group of people who are listening and contributing to your event’s social media channels – relevant to the organization, to #hashtags you have created or identified and across the platforms you support and your participants use. This may include a concierge, a host, and those out capturing shareable content. By paying attention you can address small challenges people may face, share information, curate content, welcome participants and create excitement outside the walls of the event. Even if you are not actively using social media for your event you may want to consider assigning or hiring someone to pay attention. You may also use a curation tool like Tradable Bits or a management tool such as Hootsuite to support this distribution.
| Suppliers and the Value Equation We cannot do events alone, and far beyond the roles noted above, we rely on a myriad of supplier partners who make our events possible. I have been a meeting planner / event producer for almost twenty-five years. I have spent tens of millions of dollars on behalf of our clients, choosing amazing event supplier partners who have delivered thousands of hours of enjoyment, learning, and memories for our collective guests. I owe my deepest gratitude to the many partners I have worked with over the years. When I have a client with a specific need, or a new idea to try, you have been there for me, making the ideas viable. We have transported millions of pounds of goods, set hundreds of unique spaces and ballrooms, stage sets and production installations overnight, early and late; we have prepared and served millions of meals, filled thousands of hotel rooms, distributed endless SWAG, and left stunning legacies in our wake. You do this time and again, with integrity, dedication, humour and skill. Thank you. |
