Stress-Free Event Planning is a critical skill for authors who want to expand their reach, engage with their audience, and create memorable experiences. Whether you're planning a book launch, writer’s retreat, or networking event, the logistics involved can be daunting, especially for first-timers. In a recent interview on Author Advantage, Kyra Schaefer of As You Wish Publishing sat down with event planning expert Kristen Chimack from HelmsBriscoe to discuss how authors can approach event planning without the stress.
Kristen, who has over 30 years of experience, including managing 3,500 events annually for a Fortune 50 company, shared valuable insights into creating successful events. Here are some key takeaways from the interview, along with additional tips to help you plan a smooth and stress-free event.
1. Start Small and Keep It Simple
For authors planning their first event, Kristen emphasizes the importance of starting small. Rather than trying to organize a large-scale conference or multi-day retreat, consider a modest event, such as a day-long workshop, a local book reading, or a simple retreat with a minimum of 10 attendees. The idea is to create an intimate, focused experience rather than overloading the schedule with too many activities.
Kristen advises against having too many goals or objectives for the event. "Stay focused on the outcome and limit your goals to one to three key objectives," she suggests. For example, if your event is a book launch, your main objectives might be to connect with readers, generate book sales, and build relationships with local influencers.
Pro Tip: Don’t overfill the agenda. The most valued part of events, according to post-event surveys, is networking time. Attendees appreciate having time to converse and make connections, so allow plenty of open, informal time in your schedule.
2. Choose a Location with Care
The choice of location is one of the most important decisions when planning an event. While it might be tempting to pick a luxurious, exotic destination, Kristen advises that first-time event planners stay closer to home. "Local venues often offer the same quality as high-end destinations at a fraction of the cost," she notes.
Furthermore, it’s crucial to consider the needs of your attendees, not just your personal preferences. While you may have always dreamed of hosting a retreat in Palm Springs, your audience may prefer a more accessible location. Convenience and travel costs play significant roles in a guest's decision to attend.
Pro Tip: Secondary markets often provide better rates and more unique experiences than larger cities. Consider locations like Asheville, NC, or Charlottesville, VA, where natural beauty and walkable downtowns offer a perfect blend of business and leisure without the high price tags.
3. Flexibility is Your Friend
Being flexible about your event dates can save you a lot of money. Kristen highlights that high-demand seasons and locations can be costly. For example, a venue in Palm Springs might be significantly more expensive in February due to seasonal events like Coachella. However, choosing a different time, such as early January, could save up to 70% on accommodation costs.
Pro Tip: Avoid rigid planning. If you can be flexible with your event dates, you'll have more options for securing favorable rates and amenities. Additionally, being open to alternative venues can sometimes lead to pleasant surprises. Kristen mentioned unique options like Airstream camping and luxury glamping sites, which provide both affordability and novelty.
4. Plan Your Budget in Advance
A major challenge for new event planners is understanding how much an event will cost. Kristen advises setting a budget before looking at venues. Decide on a per-attendee budget and estimate key costs, including accommodation, meals, and any extras like audiovisual equipment or activities.
Without a clear budget, it's easy to fall in love with a venue that's far beyond your means. Establishing a realistic budget will help you avoid financial pitfalls and keep the planning process smooth.
Pro Tip: Plan for a buffer of 10-15% of your total budget to cover unexpected costs. It’s not uncommon for expenses to arise that you didn’t initially consider, such as last-minute changes, additional equipment, or weather-related contingencies.
5. Pre-Planning: Build a Waitlist
Before signing any contracts, Kristen advises building interest and gauging demand through a waitlist. This approach not only helps secure early deposits, which can be used for venue down payments, but also gives you an idea of how many people are truly interested. A waitlist can be a great way to collect non-refundable deposits, ensuring that attendees are committed to attending.
Start promoting your event months in advance and use tools like a simple online form to collect names and email addresses. By the time you’re ready to finalize contracts, you'll have a better sense of expected turnout and funds for any necessary deposits.
Pro Tip: Kristen recommends requiring a non-refundable deposit from waitlist members to ensure serious interest. Even $50 to $100 can help gauge genuine commitment.
6. Utilize Free Professional Help
One of the most valuable tips from the interview was the revelation that event planners like Kristen often work for free. HelmsBriscoe, the agency Kristen works with, is compensated by the hotels once the event is booked, not by the client. This means that authors can access her expertise, connections, and negotiation skills at no extra cost.
Kristen’s role extends beyond finding the right venue; she also assists with negotiations, reviews contracts to limit liabilities, and manages deadlines related to deposits, catering decisions, and rooming lists. Having an expert by your side can save significant time and prevent costly mistakes.
7. Negotiate Event Contracts Like a Pro
Contracts can be intimidating, especially for new event planners. Kristen explains that everything in a hotel contract is negotiable, from room rates to cancellation policies. Working with an expert can help you secure the best terms and concessions.
For instance, food and beverage minimums can sometimes be reduced, and perks like complimentary meeting space or room upgrades can be added to the agreement. Kristen also recommends being flexible with the number of days you commit to booking. A slight adjustment can often lead to lower overall costs.
Pro Tip: Include clauses for unforeseen circumstances like extreme weather or other disruptions. It's crucial to have flexibility built into the contract in case of emergencies.
8. Consider Non-Traditional Venues
If you're looking for something outside the conventional hotel setting, consider unique venues like luxury glamping sites, cruise ships, or boutique resorts. Kristen mentioned her fondness for AutoCamp locations, where modern Airstreams provide a memorable and distinctive event experience. Such settings can add a personal touch to your event and often come at a lower cost.
Additionally, non-traditional venues may offer built-in activities, such as hiking or local tours, that make your event more engaging without adding extra costs.
9. Don’t Overload the Agenda
It can be tempting to pack the schedule with activities, but Kristen warns against over-scheduling. If attendees are staying at a beautiful resort, they will appreciate downtime to explore the surroundings, relax, and engage in informal networking. If your event is about wellness, for example, make sure you schedule ample time for personal reflection, spa visits, or outdoor activities.
Pro Tip: Include a mix of structured and unstructured time to allow attendees to recharge and make the most of the experience. Short sessions with breaks are often more effective than full-day meetings.
10. The Art of Networking: Prioritize Connection Over Content
In her final advice, Kristen underscored the importance of leaving space for organic networking. Authors often undervalue the power of informal conversations that happen between sessions. Whether it’s a fireside chat, an evening social, or a breakfast meet-and-greet, creating opportunities for attendees to connect with one another can elevate the event experience.
Conclusion
Hosting a successful event is not about making it big and extravagant; it’s about making it meaningful and manageable. By following Kristen Chimack’s expert tips, authors can focus on what truly matters—engaging with their audience, sharing their work, and building lasting connections. With the right planning, even a small-scale event can leave a big impression.
For more insights and to see how Kristen can help you bring your event ideas to life, watch the full interview with Kyra Schaefer and Kristen Chimack. You'll discover that stress-free event planning is within reach, no matter your level of experience.
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