How Do I Plan an Event?
Planning an event is more than just picking a date and a venue – it’s about building an experience that serves a clear purpose, supports your brand, initiatives, and delivers measurable results. Ashley constantly reminds the team that everything in events is a waterfall effect, where one initial “drop” or aspect of the event creates a momentum that influences everything “downstream” from it.
Bringing over two decades of experience producing high-impact events around the world, Montgomery Entertainment has been able to fine-tune the way we approach event work. Here’s a clear, proven framework to help you plan an event that runs smoothly and leaves a lasting impression.
1 - Education
This is how you set the foundation for any event; it starts with education. Clients often come with a vision, and it’s our job to give them a clear understanding of what it takes to execute that vision (and what they might have to consider or sacrifice to achieve certain components, but we’ll come back to that). Alignment between the event production team and the client matters. Establishing expectations early helps define budget, scope, roles, decision-making processes, and realistic outcomes.
When the client understands why certain steps matter and how each affects the others, the entire planning process becomes collaborative, efficient, and successful.
2 - Objectives & Audience
Defining the “why” starts with clarity around two questions:
What are clients trying to achieve?
Who is the event for?
Objectives might include lead generation, brand awareness, fundraising, or community engagement. Audience definition informs everything from programming and tone to venue layout and marketing strategy.
3 - Budget & Projected Revenue
Budgeting for an event isn’t just about looking at cost; it’s also about what an event can actually raise. It’s important to make informed decisions in budgeting.
When defining a budget, things to consider:
Is the budget appropriate for quality and quantity?
What is the client willing to sacrifice or not to stay within budget?
How much time is needed for the event from load-in to strike? (Venue rental vs. labor and vendor costs)
How are the overall event logistics going to affect my budget? (time of year, location, weather, design, union labor)
Sometimes in events, something has to be given up for a client to have the other things they envision. For example, a client might have to give up having their favorite caterer because the venue doesn’t allow outside vendors, or they might have to give up their dream venue so they can have their desired caterer.
When defining an event budget, it’s important to understand the cheap, fast, great model: you can typically optimize for two, but rarely all three. An event can be produced quickly and at a high quality, but it will be expensive. It can be affordable and high quality, but it will require more time and planning. Or it can be fast and affordable, but creative depth, customization, or polish may be limited. Budget clarity helps align expectations early, prioritize what matters most, and make intentional trade-offs instead of reactive compromises.
Just as important are how budgets intersect with venue infrastructure. A venue’s capabilities, such as power access, internet bandwidth, lighting, staging, and back-of-house space, directly impact production costs. A blank-slate venue may appear affordable at first, but often requires additional spend and increased labor hours for load-in and strike. On the other hand, a venue with strong infrastructure can reduce rentals, labor, and technical complexity, often saving money overall but might have a higher initial rental cost. Understanding these hidden costs upfront ensures the budget reflects the true cost of delivering the desired experience, not just the space rental.
4 - Strategy & Risk Tolerance
Every event carries financial, operational, and reputational risk. Understanding risk tolerance allows for informed decisions around scale, vendors, contingency plans, and innovation (again, that waterfall effect we talked about). Some events prioritize creative risks while others focus on proven formats with minimal variability. A clear strategy paired with an honest risk assessment leads to confident decision-making instead of last-minute pivots.
Some questions to consider include:
How much is a client willing to invest to produce this event?
How much revenue is expected, and in what timeline?
What's the audience demand for the event?
What are the boundaries for this event?
5 - Realistic Project Timeline
A common planning pitfall is underestimating time.
A realistic timeline accounts for:
Creative and marketing development
Internal approvals and revisions
Variation in vendor lead times
Sponsor and attendees acquisition
Revenue goals
Proper time allocation ensures milestones are met without sacrificing quality.
6 - Date Selection & Venue
The right date and venue go far beyond checking for availability. It’s often overlooked how much consideration needs to be given to picking a venue, and how your event date and venue go hand in hand.
Here are some of the key aspects to consider when venue scouting:
Price point
Size
Accessibility
Vendors (required vs. who you can bring in)
Attendee journey (or flow)
Budget (revenue opportunities)
It’s important to consider all of your logistical needs and how they can be accommodated by a potential venue. For example, registration setup and how fast do you get people checked in? How will the registration flow or bottleneck? Another consideration is that certain venues are great for first-year events but not for an event that needs to scale. Some venues require hotel room blocks, and if you don’t fill those rooms, that can be a big expense in the budget.
The actual date of the event is also very important. There are several things to consider, including what day of the week, holidays, other events happening around the same time, school breaks, weather, etc., as all can affect how well your event is attended.
7 - Attendee Journey
Great events are designed from the attendee’s perspective. The attendee's journey from the first email to post-event follow-up should feel intentional and seamless. This includes registration, arrival, venue, wayfinding, signage, programming flow, engagement moments, and departure.
Some things to consider include:
What will moving throughout the event look and feel like for attendees? What do they see, smell, and how do they feel during the event?
Is it seamless moving between speaker sessions without bottlenecks, confusion, or long travel times?
8 - Defining Success Through Metrics
Key Performance Indicators (KPI) and Return on Investment (ROI) have to be aligned with an initial strategy and Ideal Customer Profile (ICP).
Event metrics may include:
Attendance and engagement
Revenue
Lead quality
Post-event feedback
Content performance after the event
Planning a successful event is never about one decision in isolation; it’s about understanding how every choice impacts the next. From educating the client and defining objectives to properly budgeting, venue selection, attendee flow, and post-event metrics, each step creates a ripple effect that shapes the overall experience. When these elements are approached strategically and intentionally, events move beyond logistics and become meaningful, measurable moments that support long-term goals. Thoughtful planning doesn’t just help an event run smoothly; it ensures the experience delivers real value for attendees, stakeholders, and the brand long after the final guest has left the room.