The Right Stuff

In the fast-paced world of events, knowing the right questions to ask when choosing an event production company can mean the difference between a wildly successful event, and one that is…not.

So how can you streamline your approach and find just the right company with which to work for your upcoming event? The following are five key points to consider before hiring an event production company.

1. Who are They?

First and foremost, it’s a good idea to go out and visit the company’s offices. A strong correlation can exist between the company’s facility and its ability to execute your event. The condition of its office space can reveal a lot about the company. For example:

• A neat and organized space translates into a neat and organized event.

• An energetic atmosphere with happy, professional employees means less turnover, which translates into longevity (and consistency for you).

• Updated technology and state-of-the-art equipment translates into smooth pre-event processes.

• A smartly decorated office space means, well, a smartly decorated event.

Bottom line: If the company has invested in itself, it’s passionate about its business; if it’s passionate about its business, it’ll be passionate about your event.

2. What Do they Do?

The multifaceted nature of events requires a multifaceted production company.

Companies that say they’re full-service often are not. The key is to find out the extent of the company’s in-house capabilities and the scope of its talent and skills. Some good questions to ask are:

• Is design and fabrication done in-house? The answer will tell you if the company will be able to help you out in a pinch at 3 a.m. the night before your event.
• What equipment does the company own? This tells you if it has what it takes to execute a large-scale event.
• Exactly what are its in-house capabilities and skills?

If the company outsources some elements, inquire about its relationships with those suppliers. Does the production company
have long-standing relationships with them or does it use freelancers? If it has established relationships with its suppliers, its events will be
more consistent.

All this boils down to control. The more control the event production company has over the services it’s providing, the more control it’ll have when it’s the eleventh hour and something needs to be changed.

3. How Do they Work?

When the discussion turns to process, it’s time to listen up. Pay close attention to what its representatives say — but even more importantly what they don’t say.

Ask how the company moves from concept through execution; let them walk you through the process. Listen for clues that they’ve been around the block; that they know the ins and outs of the industry (venues, labor laws, permits); and that they’re going to be on-site when, in the middle of the event, a lamp in a lighting fixture blows out. Get a sense for what it will be like to deal with them on a daily basis. Will you be assigned a key contact or will you have to talk to five different people? Is their style conversational, like they know the business, or are they just pitching you? Ask if they have insurance and look for other confidence-instilling signs such as:

• Detailed, drawn-to-scale floor plans
• On-site support during the event
• Flameproof fabrics

At the end of the day, the more you can read between the lines, the fewer surprises you’ll have. The right fit will mean your peace of mind.

4. What Do others Say?

At this point you’ve determined if the event production company is a good fit. Next, you’ll check references and testimonials and review its client list. But how do you go beyond the typical checkpoints to reveal what lies beneath the surface?

One way is to ask its references specific questions about the things that are most important to you, but can only be learned from experience. For example:

• Will your contacts be accessible? In a 24/7 business, you may need to reach them during off hours.
• Are they responsive? Will they return your call promptly?
• Is the company’s on-site staff professional?

These questions can be asked directly and the answers should be quick and convincing.

Another way is to request a variety of references — high-profile clients as well as lesser-known companies — and make sure their experiences are consistently good.

Talking to others about your needs and expectations will allow you to extract the information you need to make the right decision.

5. Do they Get It?

Last but certainly not least is the all-important question: Does the event production company understand your vision? Make sure its team grasps your ideas and can work with you to make them a reality. A few questions to think about:

• Do they ask as many questions as they answer? They should have a lot of questions, which shows interest.
• Are they passionate about their work and enthusiastic about your event?
• Do their ideas resonate with you? Be sure to look for creativity here, not necessarily a summary of what you’ve already told them or what they think you want to hear.

If you’ve met the right partner, they’ll be interested in learning your business, not just selling theirs.

Follow these guidelines and the payoff could be a long-term relationship with an event production company that will help you grow your business and gain new clients.