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Event Management

Notes
Figure 10.5: Event Leadership Process

Another form of evaluation is the use of monitors. A monitor is a trained person who will
observe an element of the event and provide both written and verbal feedback to the Event
Leader. The event monitor usually has a checklist or survey to complete and will then offer
additional comments as required. The benefit of this type of evaluation is that it permits a
trained, experienced event staff member or volunteer to observe the event objectively while it
is taking place and provide instructive comments. The third form of event evaluation is the
telephone or mail survey conducted after the event. In this evaluation, the Event Leader surveys
the spectators and participants after the event through either a mail or a telephone survey. By
waiting a few days after the event to collect these data, the Event Leader is able to glean from the
respondents how their attitudes have changed and developed after some time has passed since
participating in the event.
A new form of evaluation that is growing in popularity is the pre- and post-event survey. This
evaluation allows an Event Leader to determine the respondents’ knowledge, opinions, and
other important information both before and after their attendance at an event.
This is especially helpful when trying to match expectations to reality. For example, an event
guest may state upon entering an event that he or she expects, based on the advertising and
public relations, to enjoy nonstop entertainment. However, upon completing the exit interview,
the guest registers disappointment because of the gaps in the programming.
This type of evaluation helps event organizers close gaps between overpromising and
underdelivering certain aspects of an event. Registration mail-in rebates and other incentives
may be offered for filling out both surveys. Regardless of the form of evaluation you use, it is
critical that you not wait until the end of the event to find out how you are doing.

10.3 Brainstorming and Mind Mapping

Too often in volunteer-driven organizations, the very best ideas are never allowed to surface.
This occurs because well-meaning volunteers (and some not so well-meaning volunteers) tell
their colleagues “This will never work” or “This is impossible at this time.” Although their
opinions are certainly valid, the process of shooting down ideas before they are allowed to be
fully developed is an unfortunate occurrence in many organizations. Event Leaders must
encourage and support creativity because, ultimately, the product you will offer is a creative art.
Creativity is an essential ingredient in every event management process.

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