Mastering the Planning Phase of Event Management (an interview with Harold)
Event management is a multifaceted process that requires careful attention to detail and strategic thinking. Whether it's a large-scale conference or an intimate corporate gathering, successful events rely on a structured approach. At haca.studio, we break down the event management process into five essential phases: Plan, Organise, Communicate, Execute, and Assess. Each phase plays a critical role in ensuring that an event not only meets but exceeds expectations.
In the Planning phase, the foundation for the event is laid out, where the strategy, budget, and risk management plans are developed. The Organising phase involves coordinating logistics, from selecting the venue to securing suppliers. Communication is vital throughout the entire process, but it is particularly crucial in ensuring that all stakeholders are aligned and informed. The Execution phase is where the event comes to life, and everything planned is put into action. Finally, in the Assessment phase, the success of the event is evaluated, and insights are gathered for future improvements.
Today, we’re sitting down with Harold, a Senior Expert in EU Events and Communications, to explore the Planning phase. Harold will share how he navigates this crucial stage using Simon Sinek's Golden Circle framework and how it shapes the overall success of an event.
Let’s start with the basics—how do you approach the planning phase of an event?
Harold: Thank you. The planning phase is absolutely crucial. At haca.studio, we see it as the foundation upon which everything else is built. Without a solid plan, even the best ideas can falter. The first thing we do is to clarify the "Why" behind the event. This is something we borrow from Simon Sinek's Golden Circle framework, which consists of approaching a project starting from the "Why" which is the purpose and vision of the event, the emotion that connects us all with the event. Then the "How", the event process and approach and finally the "What", all the event outputs and specificities. Understanding the purpose—why the event exists—is essential for guiding every decision that follows.
Can you give us an example of how you apply the "Why" in your event planning?
Let’s say a client wants to host a conference to introduce a new product. The "Why" might be to establish the client as an innovator in their industry. This purpose will inform everything—from the theme and branding to the choice of speakers and content. It's about ensuring that every element of the event aligns with the core purpose.
Once the "Why" is clear, what comes next in your planning process?
After we establish the "Why," we move on to the "How." This is where strategy comes into play. We start by outlining the key objectives and goals that will help us achieve the event's purpose. For example, if the goal is to engage a large audience, we might decide to incorporate interactive elements or live polling. The "How" is about translating the purpose into actionable steps.
How do you handle budgeting during this phase?
Budgeting is a critical part of the planning process, and it’s where the "How" and "What" of Sinek’s framework really converge. Once we know what needs to be done, we can allocate resources accordingly. We prioritise elements that directly contribute to achieving the event’s goals. For instance, if high-quality visuals are key to impressing attendees, we ensure that a sufficient budget is allocated to AV equipment and staging. We always keep an eye on the "Why" to avoid overspending on things that don’t add value.
Contingency planning and risk management are also essential. How do you incorporate these into your strategy?
Absolutely. Contingency planning is something we take very seriously at haca.studio. We start by identifying potential risks—whether that’s technical issues, weather conditions for outdoor events, or unexpected regulatory changes. Once we have a list of risks, we develop contingency plans for each one. This might involve arranging backup equipment or having an alternative venue on standby. It’s all about being prepared so that if something goes wrong, the event can continue smoothly.
How do you ensure that your team and the client are aligned during the planning phase?
Communication is key here. We hold regular meetings with our team and the client to ensure everyone is on the same page. We also create detailed documentation—timelines, budgets, contingency plans—that everyone can refer to. This not only keeps us organised but also builds trust with the client. They know that we have thought through every detail and are prepared for any eventuality.
Conclusion
Finally, what advice would you give to someone new to event management about the planning phase?
My advice would be to always start with the "Why." Understanding the purpose of the event gives you a clear direction and makes decision-making easier. From there, focus on strategy, be meticulous with budgeting, and always have a backup plan. And, of course, communicate clearly with your team and client. When you get the planning phase right, everything else falls into place much more easily.
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haca.studio is an event agency based in Brussels, specialising in creating memorable experiences tailored to client needs.
