ORGANIZATION OF EQUINE EVENTS

Needs Assessment

· General Conference Information

· Name of event

· Name of organization hosting event

· Agenda for event

· Total budget

· Event dates

· Location

· Specific times of event

Event Marketing

• Name & contact information for person or group managing the marketing for this event
• Target market
• Marketing strategy
• Marketing time line (key deadlines)
• Invitations, brochure mailings or other printed materials
• Cost breakdown for attending the event
• How the website will be used

Event Sponsorship

• Name & contact information for person managing the sponsors for the event
• Previous sponsors
• Sponsorship goal
• Potential new sponsors

Event Logistics

Materials needed

Signage	Agenda	Presenter bios
Banners	Programs	List of attendees
Name badges	Budget	Evaluation forms
Tent cards	Agenda	Special event fliers
Welcome letters	Marketing	Meal vouchers

Conference Logistics – Meeting Space

Amount of space and number of meeting rooms required each day	Meals & receptions
Dates & times required	Exhibits
Audiovisual needs	Activities
Additional space needed for the following:	Office space
Registration	Other

Event Logistics – Catering

In-house or outsourced catering	Number of dinners to be served
Number of breakfasts to be served	Number of breaks being held
Number of lunches to be served	Program will take place during meals (yes or no)

Registration – pre event

Name & contact information for person or company managing the registration for this conference	Reminders of registration will be sent to attendees (yes or no)
Ways in which attendees can register for this event	Determine cancellation & refund policy
Opening & closing dates for registration	Confirmation of registration will be sent to attendees (yes or no)
List early registration deadlines

Registration – on-site

Dates & times of on-site registration	There will be computers on-site to assist with registration (yes or no)
Determine on-site needs	Phone and data lines needed

Budget

Event marketing & advertising	Pre-registration forms/brochures
Public relations & marketing	Special stationary
Adverting	Envelopes
Graphic design	Printing
Copywriting	Mailing list
Paper	Postage
Venue: General session space, Exhibit space, Breakout rooms, Office, Set-up fees

Audiovisual & telecommunications

Sound	Radios
Microphones	Pagers
Lighting	Cellular phones
Video projection	TV/VCR
Video taping	Screens
Audio taping	Fax machines
Electricity	Computers
Power strips	Printers
Handsets	Copy machines
Phones

Conference Materials – On-site registration & office needs

Registration forms	Speaker bios
Welcome packet envelopes/bags/baskets	List of attendees/roster
Badge holders and badges	Workbooks
Pens & pencils	Evaluation forms
Tent cards	Meal vouchers
Agenda	Ribbons
Programs	Supplies
Handouts	Radios

Speakers

• Keynote
• Facilitators
• Speaker lodging, travel & other expenses

Lodging

• Sleeping rooms

Transportation

• Airline tickets
• Ground
• Rental cars
• Mileage reimbursement

Décor

• Banners
• Signage

Estimating Revenues

• Registration fees
• Sponsor fees
• On-site merchandise sales
• Program advertising revenue sold
• Advertising sales

Agenda

• Review Initial Considerations & Begin Creating the Agenda
• What is the length of the event?
• Review last years agenda

What worked & why?

What did NOT work & why?

Agenda Brainstorming Session

• Production Schedule
• Set objectives & complete needs assessment
• Determine best date options
• Develop preliminary budget
• Conduct site inspections
• Contract negotiated
• Contract & pricing finalized
• Create tentative agenda
• Establish sponsorship levels & begin solicitation
• Create marketing strategies & timeline

MARKETING AND PROMOTION

· AQHA Show Brochures

· Outline marketing goals & objectives

· Determine audience including attendees & sponsors

· Outline type of promotions to be used

· E-mail broadcasts

· Fax broadcasts

· Radio and/or television ads

· Articles

· Promotion at other events

· Newsletters

· Direct mail pieces

· Website

· Press releases

Determine number of promotions

• Outline cost of promotions
• Create a marketing budget
• Create a marketing timeline or schedule

Implement Marketing Strategy

Graphics & Printing

• Research & select graphic designer
• Solicit bids from printers
• Select printer & share marketing print schedule
• Create logo based on theme
• Determine how logo/theme will be woven throughout materials
• Event promotions
• Website
• Invitations
• Final agenda/proceedings
• Badge inserts
• On-site registration materials
• Signage

Mailing List & Fulfillment

• Research outside mailing list options
• Request list from major sponsors to use
• Update mailing list
• Research current post office regulations

Brochures & Mail Pieces

• Sponsor mail piece
• Create sponsorship marketing price
• Proof & print sponsor materials
• Mail sponsor materials
• Initial attendee mailing (email or fax blast)
• Include critical Information – Name of conference, date of conference, location of conference, check website for more details, spotlight new features
• Proof & print initial mailing
• Send initial mailing
• Major attendee mailer/brochure
• Include critical information
• Repeat info from initial mailing
• Pricing structure
• Registration information & form
• Tentative agenda
• Presenters (if available)
• Meals
• Logistics
• Proof brochure
• Print brochure
• Mail brochure

Website

• Create website with general information

Create advertisements

Target both local & national media in trade magazines, newsletters, newspapers, magazines, radio & television

Send press releases

Proof ads prior to print

Place ads

Other

• Send conference reminders
• Prepare conference proceedings
• Create signage & banners
• Obtain or create sponsor banners

Controlling Marketing Costs

• Obtain written bids from at least 3 vendors
• Hold vendors to bids
• Work in advance to avoid rush charges
• Use standard paper size and stock
• Use standard PMS ink colors
• Minimize changes
• Consider trades for ads or printing
• Get sponsors to promote conference
• Use press releases when possible

Evaluations

Outline why you are planning to provide evaluations & what purpose information will serve

Determine what will be evaluated.

Decide which evaluation methods will be used (on-site, scanned, internet, mail-in)

Decide when & how evaluations will be distributed, collected & tabulated

Create evaluation forms

Distribute & collect evaluations

Tabulate results

Evaluation Content Should Include

Name & Contact information

Overall evaluation of the conference

Ease of the registration process

Appropriateness of length of time of event

Most valuable/lease valuable aspects

Conference materials

Horse Show Organization--Check List

1. Show Chairman

Appointing of committee assignments. Coordinates all phases of the show, helps designate committee chairman and workers. Hires judges and agreement to judging fee.

2. Program, Rules, and Officials

Chooses events--sets down rules--has program printed--arranges distribution. Secures show officials and sees that proper recognition is given them on program or by announcer.

Announcer, P.A. system, music, record player.

Ring steward.

Paddock judge, Gateman (check entries into class).

Printing of entry blanks and schedule of events.

Ticket takers, sellers.

Printing of tickets.

Timers and finish line judges.

Class entry sheets and judges’ placing card.

3. Publicity

Advance publicity (radio, T.V., newspaper), posters...fliers...printed show results. Post publicity.

4. Ribbons and Trophies

Obtains class sponsors, orders ribbons, arranges for presentation of trophies and ribbons at show.

5. Tickets

Printing of tickets--distributing to sales people--keeps records on distribution and sales--is responsible for all ticket money. Ticket takers.

6. Special Invitations

Sees that letter invites special guest and friends and that complimentary tickets are given. Possibly an area should be roped off for special seats.

7. Grounds and Arena Equipment

Prepares grounds for show day...harrowing arena, decorations...fire truck for arena, water for horses, unloading and tie space, toilets clean and supplied, show secretary’s table and chairs, chairs at booth, trash barrels and clean grounds.

Sets up equipment required for each class; have a man at each gate al all times.

Equipment: poles, barrels, marking dust, trail class obstacles, stop watches, whistle or flag, tape measure, props, flag stands, decorations.

Clean-up committee after horse shows.

8. Photography

Appoints photographers to take specific or general pictures, movies, stills, color slides--provides film or reimburses photographers.

9. Traffic Control

Directs parking of spectator’s cars...contestant’s cars and trailers...supervises unloading of horses...safety...road signs...first aid.

10. Sound and Music

Handles sound system...selects and plays music before and during show...plays music for specialty acts. Works with announcer and show committee during show.

11. Food

Obtains callers for working in food booth or donating food...workers for booth to sell food during show...responsible for money taken in and spent. Cleaning of booth.

12. Wardrobe

Responsible for seeing all uniform equipment is at hand and helps children dress.

13. Reception and Grand Entry

Greets and introduces show officials and special guests...sees that they are offered refreshments.

Grand Entry: National Anthem Flag Ceremony Introduction of Officials

14. Finance

Handles and receives and banks all money concerned with the show. Obtains change for gate and cook shack. Oversees payback procedures.

15. Show Secretary

Takes entries at show...handles all moneys involved with entries. Handles class placing, results form and mailings.

16. Admissions Tickets

Arranges for gatemen to take stubs and pass out programs---provides for stub box at gate.

17. Insurance

The show management should be acutely aware of the necessity for adequate insurance coverage for any liability arising from incidents, which could occur at a horse show.