Ms. McCullough

Meetings & Conventions

Ten Tips for Avoiding Operations Snafus

By Lynn McCullough, Executive Director, ACOM

No matter how organized you are, or how much advance preparation you put into a show or how much attention to detail you apply, sometimes it is impossible to avoid the proverbial operations snafu. Or is it?

As a fellow show organizer, I follow virtually the same routine as you do when planning a meeting and it's a safe bet that we use a similar checklist. However, whether you have five years of experience or 25, when it comes to show operations, everyone can use some help avoiding simple and possibly costly mistakes. In this article, members of the Association for Convention Operations Management (ACOM) share a few seemingly obvious but often overlooked tips which you can use when planning your next event.

1. Do your site homework. "When you go on site tours of the facility, go during both busy and slow times to see how they operate during show times and how they handle pressure situations," suggests Eric Blanc, CMP, Account Executive, Exposition Services for Freeman. "The one thing you want to know is how the staff will react in a crunch. This will help give you a better idea of how they will handle your event. It will also give you a chance to see if there are any specific areas of concern that you need to address prior to your event," he adds.

2. Maximize your floor space, within fire marshal regulations. "Some facilities have a tendency to inflate their maximum capacities," observes Blanc. "Unfortunately, these maximums are often not approved by the fire marshal. That can cause challenges when trying to get fire marshal approval on sold-out shows." Don't start selling booths on a show until your floor plan has been approved by the fire marshal. "Otherwise, you may encounter problems with floor plans that utilize smaller than normal aisles or those that differ from standard sets," says Blanc. He suggests meeting in advance with a service contractor that operates on a regular basis in that particular facility. Together, you should review pre-existing floor plans that maximize space and are fire marshal approved.

3. Ensure that the space you are contracting is adequate for your show's projected growth. Now that most shows are back on a solid growth curve, you should review your space needs for the next five years. "Make sure your space will accommodate your show at its current size, as well as with any projected expansion," Blanc says. If you underestimated the size of your show for 2005, it will have a cumulative effect in future years. "You may be walking away from a 10 percent increase in revenue because you are unable to accommodate more booth space because it does not meet fire marshal regulations," he explains.

4. Use a paging microphone during set-up and tear-down. Cell phones and walkie-talkies are staples, but the good old-fashioned paging microphones are ideal for communication during set up, especially for shows that occupy more than one hall or level of the facility, advises Melinda Burnett, CMP, Convention Services Manager for the Birmingham Jefferson Convention Complex. "They enable you to ensure that people are on and off the docks in a timely manner, and that vendors do not park where they are not supposed to. For most shows, I am on the speaker announcing that if a car is not moved off of the dock, we will issue a ticket. People have been towed. While they get annoyed, you can guarantee they won't do it again!," she explains. Paging microphones also help when there is a problem and you need to locate someone immediately.

5. Don't skimp on signage. Large and frequent signage is a common sense event staple. And while many show organizers place signage at the front of the building, they forego or forget to place signage at the other entrances, as well as other areas or halls leading into their event. Because convention centers may host anywhere from two to six events at one time, signage at all entrances becomes critically important. You don't want attendees to come in at the wrong entrance and have to walk long distances before finding the right meeting room. Many show managers err in this regard. They know their show so well, and wrongly assume that attendees do too.

6. Hire someone to monitor the docks. "For an overall timesaver, it is important to have someone monitoring the docks through set up and tear down to ensure that everything flows smoothly and that there is no mass chaos," says Burnett. "Docks are not very big and time is limited. A monitor can guarantee a continuous flow of activity and ensure that one person or company isn't taking up too much space or time."

7. Order utilities for the show floor in advance. "One of the main problems I've experienced is that the exhibitors order their utilities, but the show promoter or organizer forgets to order their own electricity," says Burnett. "This happens more than you think and regardless of the years of experience that the show manager possesses. The decorators order their utilities, but many organizers infamously forget to do the same, especially with the smaller shows. This causes unnecessary inconvenience and in some cases a higher cost - or the carpet may already be down and then they have to figure out how to install the plugs or phone lines." An easy solution, says Burnett, is to provide the convention operations manager with a list of exhibitors, as well as show management's needs, at least two weeks in advance of the show. This way, the convention operations manager can match up the utility requests to make sure everyone is taken care of and contact anyone who still needs to place orders.

8. Partner with the decorator. To ensure that everyone is on the same page, Burnett suggests frequent communication with your service contractor. If they are not already acquainted, introduce the decorator to the convention services manager. "Typically, the show organizer has one schedule, the convention center has another schedule and the decorator has a third. Schedules change and then no one knows," she says. "All three have to talk and work together so that nothing falls through the cracks. If possible, have a site tour with the convention operations manager and the decorator, so everyone is getting the same information at the same time and there is little room for miscommunication."

9. Save money with proper scheduling. Confirm, in writing, the facility's schedule and access times. Once confirmed, communicate these times to your contractors. "I can't tell you how many times I have dealt with show managers who gave me one schedule, which says we have all day to set up, and then the facility says we have to come in at midnight and be ready for 6:00 a.m.," says Blanc. "This adds to your overall expenses since you are now paying overtime labor to move in the show. In addition, the service contractors may have to pass that cost along to exhibitors. So whether the time change is one hour or one day, it plays a big part in how well exhibitors take to your show," he explains.

10. Make vendors part of your team. As indicated above, the best way to ensure the success of your event is to build relationships with your vendors and service contractors. "Make sure they understand what your show is about and your actual budget parameters. Make them part of your team," advises Janice Telstar, CMP, ACOM President and Assistant Director of Convention Services, Philadelphia CVB. "If it is a vendor that you regularly work with, it is easier to develop this relationship and rapport. However, if your show rotates from facility to facility, this requires a bit more effort on your part. No matter how experienced you are, do not go in with an attitude 'I know everything about planning meetings and do not need your advice'. Welcome their opinions and suggestions, remembering that you are not obligated to follow them. This ongoing dialogue lets your vendors know you trust and feel comfortable to rely on them. It also makes them feel vested in your event, and when your event goes well, then they too are successful."

Lynn McCullough was formerly Executive Director of the Association for Convention Operations Management (ACOM). Ms. McCullough was involved with the direction and management of the association, as well as membership recruitment and retention. She provided substantial direction on strategy and tactical issues, with responsibilities that included Board of Director relations, strategic development, and event planning and management including promotion, set-up and follow-up. Ms. McCullough earned her Bachelor of Journalism degree from the University of Missouri School of Journalism. Ms. McCullough can be contacted at 609-799-3712 or lmccullough@cmasolutions.com Extended Bio...

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