Page 56 - DMGT304_EVENT_MANAGEMENT

Unit 2: Concept and Design of Events

Meetings and convention events also place more significance on sound reproduction for their Notes
programs. Gone are the days when a meeting planner was content to use the hotel house speakers
for live music. Today, many musical groups carry their own speakers, mixing boards, and operators.

2.7.2 Visual Cues

Baby boomers and subsequent generations, raised in front of television sets, may require strong
visual elements to assist them with experiencing your event. This includes using proper signs to
orient the guest and provide clear direction. Additional visual elements that must be considered
are the proper and repetitive use of key design elements such as the logo. A logo is the graphic
symbol of the organization sponsoring the event. Not only must this symbol be represented
accurately, but it must always appear in the same manner to benefit from repetitive viewing and
establish consistency to promote retention.

2.7.3 Touch

Whether you are considering the cloth that will dress the banquet table, the napkins, or the
printed program, touch will immediately convey the quality of the event environment. To
establish this sense, use several different textures and while wearing a blindfold, touch the
various elements to determine what feelings are promoted. When handling the cloth, do you
feel as though you are attending a royal gala or a country picnic? When holding the program,
are you a guest of the king or the court jester? Use this blindfold test to help you narrow your
choices and effectively select the right fabric, paper, or other product to properly communicate
the precise sense of touch you desire.

2.7.4 Smell

Earlier we discussed the use of a perfume such as Jungle Gardenia to stimulate the sense of
memory through smell. Remember that throughout the event environment a series of smells may
be present that will either create the correct environment or confuse and irritate the guest. When
conducting the site inspection, note if the public areas are over deodorized. This smell is often a
clue that these chemicals are being used to mask a foul smell. Instead, you may wish to look for
venues whose aromas are natural and the result of history, people, and of course, natural products
such as plants and flowers. Some people are extremely sensitive to strong odors.
Therefore, when using the sense of smell, do not overdo it. Instead, establish neutral areas where the
smell of a scented candle, flowers, or food odors is not present, to provide the nose with a respite
from this stimulation. However, establishing individual areas that have a strong aroma of pizza
baking or chocolate melting is also important to both attract and convey the proper atmosphere. You
may, for example, wish to incorporate the smell of barbecue into your western-themed event or pine
trees into your Christmas wonderland. Again, when establishing these areas of smell, try and isolate
them so that the guests can return to a neutral zone and not feel overwhelmed by this sense.

2.7.5 Taste

The sense of taste will be discussed later; however, the event manager must realize that the
catering team members play a critical role in establishing a strong sensory feeling for the event.
Consult in advance with the catering team and establish the goals and objectives of the food
presentation, and then determine how best to proceed in combining the other four senses with
the sense of taste to create a total olfactory experience for the guests. Keep in mind the age,
culture, and lifestyle of the guests. Older guests may not be as sensitive to taste, whereas other
guests may require spicier food combinations to engage the sense of taste. The taste sense

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