"Custom Events: Towards the extreme customization of events"

Diane Devitt

Event strategist and executive producer

We interview Dianne Budion Devitt, pioneer in the Meetings and Events industry. Designer, executive producer, consultant, speaker, teacher and author, Devitt is founder of DND Group. She is currently president of the NY chapter of ILEA (International Live Events Association).

Keep reading to learn about her event planning journey, why custom events are the future of the industry, and how technology continues to change event design.

1 — How long have you been working in the M&E sector?

I have been involved in the Meetings and Events industry for nearly 30 years.

2 — How did you come to work in this field?

The industry found me! I was working temporary for a company who specialized in barter travel and they recommended that I attend a luncheon hosted by HSMAI. I knew that I wanted something that would combine my theater training and education with business. I met the team from a Destination Management Company called Safaris, the first multi-city company in this category and became the Northeast Manager. The rest is history.

3 — What inspires you when you’re planning an event?

Learning the true behind the scenes objectives that my clients want to accomplish and turning that vision into a people driven experience

4 — These days, do you find that it’s easier or more difficult to impress the guests at an event?

The events and meetings that I’ve produced and styled over the years have always focused on engagement, i.e. interaction over design. I actually find it easier than before because we live in an age where discovering the joy of tactile experiences is the counter-balance to the digital world we live in.

5 — How is technology changing event design?

Technology is changing event design in many ways and I love it! From a design and production perspective, the choices for effects and true sensory stimulated experiences are infinite. Knowing the audience, planning and designing without distracting and balancing real time with VR or other is the next frontier for planners to explore.

6 — From your experience of more than 25 years in the industry, how has the M&E sector evolved?

When I first began in the industry, the only focus on the planner was logistics although the magic of the early moments was all the pre-cursors to meeting and event design as we know it today. Themed parties and events were planned for interaction or destination experiences. We didn’t focus on branded engagement. I wonder if the focus then, which was purely on people and fun, had more lasting results in the relationships establishment.

7 — Where is the events sector headed?  What will events be like in the future?

Events are not the grandchildren of PR or Advertising as we were for many years while the industry grew. ILEA (International Live Events Association) continues to grow and make its mark. My prediction is that Public Relations and Advertising will evolve more and more into the Live Event space as planned events are the number one proven way for effective face to face communication and lasting impact.
Events of the future will be required to meet the demographics of the attendees. They will be more focused on the tastes, music, vibe and how to personalize the group situation to meet the demands of a sophisticated society. Mass personalization will continue to evolve as the luxury of a well executed experience is seamless.

8 — As relates to event planning, which industry is most dynamic?

Entertainment.

9 — In your opinion, what advantages are there in organizing an event in a hotel versus a venue?

Organizing an event in a hotel has advantages based on the specific event. There are many factors to take into account, especially when speaking of branding and other criteria. Overall, the advantages of in-house rentals, i.e. chairs, tables, linens, in-house Culinary team, no driving for sleeping room and all the amenities that hotels bring, are suited to specific events and geographic needs. Hotels have flexible spaces; some are union, others aren’t. Venues offer a built in opportunity to create from a blank canvas OR a themed environment that becomes the theater – the space – the environment. Based on the objective and goals, the choice becomes obvious. Difficult to say as there are so many factors to assess before choosing.

10 — What’s the first thing that comes to mind with respect to event planning if we say:

“Coffee breaks”:  make them efficient; functional layout; use gallon size coffee urns! Keep the individualized coffee makers for the small meetings
“Lighting”:  accent what needs to be highlighted.  If the stage is lit, but the tables and/or food stations aren’t people can’t see. Ample light to read menus matters. Use lighting as an effect – anywhere and everywhere. There are so many choices in lighting design that are just amazing.
“Equipment and hotel personnel”:  equipment must be clean, work and have backups when needed. Hotel personnel are an extension of my team on site and have a very valuable role as the Events team will be coordinating inside and internal resources.

11 — What is the perfect way for you to reserve a venue?  Do you prefer to contact the venue directly or use a centralized tool (for example, C-Vent/Starcite)?

In my experience, I go direct or connect with a colleague in the event space. Booking for hotels offers a different criteria with companies like Meeting Sites Resource or Meeting Evolution as all is data driven for ROE.

12 — Can you tell us, for you, what are the 3 conditions that are necessary for an event to be a success?

The three conditions that are necessary for an event to be a success to me are:
Developing an open relationship with my clients and keeping communication flowing during the pre, on-site and post event stage.
Designing an experience that meets and surpasses the core objective and vision of my clients while being realistic to budget parameters.
Assembling and working with an experienced, dependable team to minimize risk.
Also, we need to develop a true sensory experience that is focused on the attendees and what is demanded based on demographics. For example, if a group is “wine aficionados”, the focus would be on taste. Our senses are being heightened by technology and the use of them will be more important than ever.

13 — Do you have a story that you’d like to share with us?

I am blessed to have many stories to remember over the length of my career. The two most important events (aside from personal) that I will always remember are planning the wedding of a local Minister’s daughter in a basketball court that drew the entire Congregation and working with MIT for the 40^th Anniversary of the Apollo Landing on the Moon. I am grateful to have walked with the First Man who walked on the Moon.

And to all the custom event planners and aspiring event planners, remember that this career is a privilege. There is no more special job than to bring people together for whatever the reason, and there are many, as this, and only this is what truly changes the world – one event at a time.