5 Essential Steps to Transform Creative Event
How creative are you?
How creative do you want to be?
What does your brand represent?
Push the boundaries of your comfort, of your fears and create something new and unexpected. Creativity is about letting your imagination soar and letting yourself enjoying the process.
Webster’s Dictionary defines “creative” as possessing the quality of something created rather than imitated and “creativity” as the ability to bring ideas to life. One day, I stumbled upon my creative self—an odd, complex, and slightly intimidating presence that I welcomed into my life. This aspect of me became my brand and defined me as an event designer. Everyone has the potential to be creative; the secret lies in embracing that voice in your head and heart.
When I’m asked, “What would you tell someone in our industry about being creative? What are some best practices?” I always reply: Creativity cannot be measured by return on investment. It thrives in the gray areas, beyond the black and white of logic. Being mindful of certain principles can help us foster and harness this powerful force of creativity.
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Here are my top five must-dos:
1. Learn to let go and trust.
Embracing the possibility of failure before creating anything—from concept to completion—is essential. Generating bad ideas or outlandish notions is part of the process and crucial for success. Don’t fear failure.
2. Know your audience and understand your content.
Using the same design or concept for different groups is often ineffective. Every event, audience and message is unique. While it may be flattering to imitate others, it is not a successful strategy. Instead, it’s essential to adapt, reimagine and create distinct elements tailored specifically to you and your event.
Understanding the event’s message and the core ideas that need to be conveyed is crucial, even if they don’t align perfectly with the event’s content. Once you have a clear understanding of the desired emotional takeaway, you can brainstorm ways to design the environment that effectively communicates and amplifies that feeling.
3. Logistics
Mastering logistics is essential for effective event planning and execution. It is crucial to ensure that an event runs smoothly and provides an unforgettable experience for attendees.
Before promoting your concept, you need to be clear about two key aspects: Can it be executed? Can it be executed within the budget? It’s important to have a thorough understanding of catering logistics, including food costs and how chefs operate. Familiarize yourself with the essentials of lighting equipment and its practical applications. Additionally, know the labor rates and regulations, especially if you are in a city with union rules. Lastly, understand what is feasible from a construction standpoint.
Having a solid grasp of these critical areas will help you stay grounded and avoid unrealistic expectations. Events evolve, designs change and being able to adjust in real-time will save you hours of frustration.
4. Point of View
Having a unique point of view is essential in the event planning industry. It distinguishes you from others and adds value to your work.
When you are hired to create, produce, and execute an event, it’s because your expertise is valuable to the event owners. They may have their own ideas and suggestions, some of which can be helpful. However, it’s important to recognize that event planning is not as easy as it might seem. The real value you bring lies in who you are—your taste, knowledge, aesthetic and style.
Conveying your brand is as important as managing the event logistics. I like to think of myself as a fashion designer: I can create a stunning gown for a client, fulfilling their desires, but people will still recognize my signature style. It’s the same with events. When you enter one of my events, you can tell I was involved by the way it looks and the atmosphere it creates.
5. Inspiration is all around.
“Keep your eyes and heart open for inspiration. Classic black-and-white films can teach you how shadows and light interact with the set. Retail store windows, particularly those at Dior or Hermès, can spark ideas on using color and texture. Nature also offers a wealth of inspiration through its patterns, shapes, and details. Take all of this in, absorb it, and then return to my initial tip.
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I am passionate about creating unique, one-of-a-kind events that are memorable. My brand focuses on providing companies and individuals with positive, uplifting, and beautiful experiences that are also socially and environmentally responsible. “My brand focuses on providing companies and individuals with positive, uplifting, and beautiful moments that are also socially and environmentally responsible.
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Edward Perotti, CMP, CMM, principle of EP Events & Experiences, is an event designer, author, speaker and former executive creative director of global events brand experience with Pure Storage and senior director of global meetings, events and travel with VMware. He was born and raised in San Francisco’s Noe Valley.
