Page 55 - DMGT304_EVENT_MANAGEMENT

Event Management

Notes The following procedures will enable you to survey guests to determine their level of sensitivity
as well as their primary sensual stimuli in order to create an effective event sensory environment.
1. Use a focus group to determine the primary sensory stimuli of your guests.

2. Identify any oversensitivity or even allergies guests may have that could be irritated by
certain sensory elements.
3. Use the draft diagram of the event environment to identify and isolate the location of
certain sensory experiences.
4. Share this design tool with typical guests and solicit their attitudes and opinions.
5. Audit the venue to determine the preexisting sensory environment and what modifications
you will be required to implement.

2.7.1 Soundscaping

To communicate with the guests at an event, you must design a sound system and effects that are
unique and powerful enough to capture their attention. Do not confuse powerful with loud,
however. Poignant background music at a small social event has as much power as a booming
rock beat at a retail promotion. As with other components of event production, successful use of
sound requires gauging and meeting the needs of the audience. Sound by itself is a most powerful
sensation. The eyes can deceive, but the way in which others speak and the thoughts they share
reveal much about personality and intentions. Sound unlocks our imagination and allows us to
visualize images buried in our subconscious.
When planning the sound design for your event, many questions need to be considered. What is
to be the dominant sensory element for the event? Sound may be the dominant sensory element
for your event.

Example: if live music or extensive speeches are the major component of your event,
your investment in high-quality sound production may be paramount.
How will sound help support, reinforce, or expand the guests’ perceptions of the event? Consider
the theme of your event and devise ways in which sound can be used to convey that theme to the
guests.

Example: if you are planning a Polynesian theme event, the use of recorded island-type
music at the entrance will help communicate that theme.
Are the architectural conditions in the venue optimal for sound reproduction? This question is
most important considering the number of new sites being created every day. The majority of
these sites were not designed for optimum sound reproduction, and the event planner or sound
designer must therefore consider how to improve the sound conditions in the venue. In the five
special events markets, sound design, like lighting, is growing tremendously. In the social
market, not only are live bands used more than ever, but with the addition of new electronic
instruments, the repertoire of a small live band can be increased manifold. Moreover, the rise of
the disc jockey format and the more frequent use of videotape necessitates that the sound quality
must be better than ever before. As the sophistication of the audio components available to the
average consumer has increased, the sound systems for retail events have had to improve in
quality as well to match the sound many guests can experience in their living rooms. Whether
it be a fashion show or a visit with Santa, excellent sound is required to give the event credibility
and value in the eyes (or ears) of the guest. Millions of dollars’ worth of merchandise may be on
display, but if the sound system is poor, the guest perceives less value and is less inclined to buy.

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