Events Exposed: Managing and Designing Special Events
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More About This Title Events Exposed: Managing and Designing Special Events


From business essentials to design inspiration, the secrets to events industry success

Author Lena Malouf is a renowned expert in the special events industry. She has won countless accolades for her work, including a recent Lifetime Achievement Award from The Special Event, and has served in major leadership positions in several industry organizations, including as International President of the International Special Events Society and an advisory board member for The Special Event. The book features straightforward advice on operating a successful special events business, gleaned from Malouf's more than 40 years in the event planning industry. It includes guidance on developing a strategy, identifying potential clients, developing proposals, building an event budget, coordinating with contractors, and much more. And beyond the business components, readers will also find a section on designing successful events, including tabletop, ceiling, and wall decor, while a chapter on developing thematic concepts will illustrate how an event planner can successfully bring a theme to life. With full-color photos in two 8-page inserts and practical checklists throughout, this is a must-have reference for industry professionals, special events students, and aspiring event planning professionals everywhere.


Lena Malouf (CSEP, AIFD) was recognized in 2010 with the event industry's highest honor, the prestigious Lifetime Achievement Award from The Special Event organization, for her contribution of excellence to the international events industry. Malouf was the founding president of the Australian Chapter of the International Special Events Society (ISES) and later served as the international president of this global organization. Her illustrious career began in commercial floristry and later branched out into event management and design. Malouf has planned events for countless celebrity, royal, and corporate clients, and continues to travel worldwide to share her knowledge and expertise through university lectures, dynamic stage presentations, event company consultancy, and mentoring aspiring business owners.


Foreword by Lisa Hurley, Editor at Special Events Magazine ix

Preface xi

Acknowledgments xv


Point 1 You and the Events Business 3

Point 2 Develop Your Strategy 9

Point 3 Meet the Client 15

Point 4 Build the Business 21

Point 5 Venue Essentials 35

Point 6 Manage the Money 71

Point 7 Present the Proposal 87

Point 8 The Event Cabinet 101


Point 9 Tabletops and Other Décor Props 125

Point 10 Creative Event Concepts 149

Point 11 Burst into Weddings 195

Appendix: Understanding Our Clients and Staff Better: Four Behavioral Styles 213

Select Resources 223

Index 229