Corporate Event Planning
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Event planning involves creating programs that address the purpose, message or
impression that the clients are trying to communicate (Halsey, 2012). An event planner may
work for long and non-traditional hours as he plans and executes every bit related to different
meeting formats such as multi-cultural weddings, birthday parties, fashion shows, awards
ceremonies, charity fundraising events or any another corporate event. To successfully develop a
corporate event, one needs to have good verbal and written, multitasking, budget management
and project management skills (Halsey, 2012). Event planning involves selecting the venue and
organizing for catering, production, entertainment and even the gifts (Halsey, 2012). The cost for
organizing the event should also be taken into account to determine if it will be feasible to
implement the event (Smit, 2012). This report covers a corporate event, in particular, a salsa
night for British Broadcasting Corporation (BBC) Company whose venue will be Hyde Park
hotel, London. Apart from discussing the purpose, theme, menu, music, and activities of the
event, this report presents the budget of this project.
Purpose of the Event
The culture of company matters and workers want a working environment that is positive
and rewarding. Clients prefer to do business with those companies that boast happiness among
their employees. A company directly invests in its workplace when it takes steps to reinforce its
culture. The company is only as strong as its best employees (Halsey, 2012).
Every corporate needs to bring together people from different ethnicities, languages, and
cultures (Halsey, 2012). Taking this into account, the first purpose of this event will be to break
cultural barriers and give employees a general feeling that they are all one in spite of coming
from different backgrounds.
Secondly, this event will be meant to create fun and a welcoming environment for BBC
employees to learn to dance and meet their new colleagues. Thirdly, this event will be purposed
to provide those employees who are interested in salsa an opportunity of learning more about this
dance and have a wonderful time doing it. Salsa is a type of Latin dance that originated in the
Caribbean (Hickman, 2015). As the employees will be performing in salsa dancing, they will
improve their dancing skills, forge positive friendships with each other and learn to appreciate
other cultures within the company. The fourth purpose of this event will be to create interest and
participation in salsa dance within BBC employees and assist those interested in developing their
Lastly, the event will be used to get employees out of their comfort zone as well as have a
great time. Salsa dancing is unique, and few companies host it. This will be a memorable event
which will allow every guest to participate thereby having fun. BBC has over 8,169 employees
who work in London. The profits collected from this event will be used to organize for similar
projects to allow every BBC employee interested in this event to also participate in the future.
The event will host 500 people and selection will be based on the first 500 to purchase the
participation ticket. The proposed cost for this event is £4,250.
Sometimes, when selecting the kind of a theme to use in a corporate event is easy while
in other times, it may require more thought and effort to come up with an appropriate theme. The
role played by a theme is a corporate event cannot be ignored. For instance, the theme brings the
whole thing together. Regardless of the type of an event, the theme should embody the goals of
the event. Embodying the event goals helps the theme to unify them. The theme sets the tone and
allows the invitees to make right connections (Halsey, 2012). As mentioned above, coming up
with a right theme is not always easy. An event planner needs to fully understand his/her
attendees to develop a theme that will appeal to their interests. Selecting a good theme that
resonates with attendees helps to generate buzz about a corporate event. Therefore, a theme
creates buzz (Halsey, 2012). Lastly, a theme helps to keep everyone focused. A corporate event
theme sets the initial tone and constantly reminds the attendees of what the corporate is. This
means that a theme should influence every component in the event space, from the decorations to
food and beverages. Thus, the attendees will constantly be reminded of the event's goals each
time they scan the space (Halsey, 2012). This event will have the theme, Salsa Night.
Fig. 1: Theme of the event
The venue will be Hyde Park hotel, London. This venue is one of London’s prestigious
places surrounded by historic sites. It is an impressive centrally located venue with a wide
variety of spaces to choose depending on the event needs. The venue provides an environment
from spacious and impressive to the more intimate. It is located in the city of London and
provides venue styles such as hall/theatre, hotel, restaurant, and bar. Toilets are within the hotel
and can be easily accessed (Hyde Park Hotel, 2017). Figure 2 shows the interior design of Hyde
Fig. 2: Hyde Park hotel capacity interior design
Source: http://ganddevents.co.uk/corporate-christmas- party?go#more
The venue will be decorated to create a ‘salsa’ feeling. For instance, palm trees and
strings of light will be placed on existing plants of the hotel. Balloon clusters in tropical colors
will be hung on different points of the ceiling. The ceiling will be lined with several lights and
vines will be attached with fresh flowers. The bases of the pillars will be surrounded by coconut
luminaries. If the inner design of Hyde park hotel had a pool area, this could have been a good
point to place floating candles to create a stunning visual effect.
The chairs in Hyde park hotel are arranged to surround the tables although a different
arrangement can be done depending on the type of an event (Hyde Park Hotel, 2017). At every
set (a table and at least four chairs), there is an adequate space that can be used for dancing or
walking to various parts of the room. A sombrero and balloons will be placed on each table to
create a bright and fun centerpiece. A sombrero is a broad-brimmed hat that is mostly worn in
Mexico and the southwestern part of United States (U.S). The hat has a high pointed crown, and
its brim is wider than that of ordinary hats with a chin string of holding it in place. During the
salsa night, the guests may snack tortilla chips that will be filled in the sombreros.
From the image shown in Figure 2, it can be seen that the table and chair arrangements
have given some space for dancing purposes. The spaces are large enough to allow at least 125
people (half of the guests) to dance at the same time. For events such as salsa nights, it is more
appropriate to have a band. However, if circumstances do not allow, a DJ can replace the band.
The room has enough space for either the band or a DJ. The DJ or band area will be festooned
with a collection of tropical flower balloons and palm trees. For extra fun, photo-ops of flamengo
and mariachi dancers will be placed at every corner of the room. Salsa dance is common in the
Caribbean countries, and these decorations will be done to make the guests feel they in the dance
floor on one of the Caribbean countries.
The movements of salsa have origins in Cuban Son and Cha-Cha- Cha (Hickman, 2015).
Therefore, the guests will be served Cuban cuisine. Owing that it will be a dancing event, the
guests are unlikely to eat thus the Cuban cuisine will contain more drinks than the foods. The
foods will include salsa and chips. Drinks will be served in personalized margarita glasses which
is a good favor in salsa events. The bar munchies will be served using shells. The Salsa Night
theme will be carried to the event’s favors, for instance, Cuban cigars will be available for those
who smoke. When talking about Cuban cuisine, one cannot fail to mention its delicious
cocktails. Some of the drinks to be served include:
Daiquiri- Is a type of a drink made by mixing rum, ice, lemon juice and sugar. The
common types of this cocktail are Banana and Strawberry Daiquiris (Rodriguez, 2012).
Bananas and strawberries which form the basis of these Daiquiris are readily available in
London thus the two types will be served.
Mojito- A type of drink made by mixing rum, ice, mint, water, sugar and lemon juice.
Cuba Libre (Cubata)- A cocktail made by blending rum and cola. The Spanish know this
drink as Cubata which is more common than the name Cuba Libre. It is a very refreshing
drink that incorporates a squeeze of lemon and some pieces of ice (Rodriguez, 2012).
Cubanito- This drink is sometimes used as an appetizer because it is made of
Worcestershire sauce and hot sauce which are deemed to increase a person’s appetite.
Saoco- It’s made from coconut milk and sugar cane brandy or rum. This cocktail is
served with absorbent in the same coconut that was used to prepare it.
Cuban Ginger- It is made from apple liquor and alcoholic Ginger Ale. The recommended
rum for making this cocktail is the Havana Club Anejo (Rodriguez, 2012).
Salsa is made of various music forms such as mambo, bolero, cha cha cha and montuno.
Salsa also uses Afro-Cuban rhythms and concion sounds that are attributed to the Spanish origin
(Hickman, 2015). Over the years, salsa has spread to various parts of the world especially after
the Cuban and Puerto Rican artists left Big Apple and went back home. Salsa music continues to
rock today, and most people cannot get enough of this dance style that has taken the music
industry by storm (Hickman, 2015).
Salsa night lends itself to the perfect activity, salsa dancing! The DJ will only play salsa
songs such as “Welcome to the Party” by Har-You, “Morecumbe,” “It’s a Man’s World” by Ray
Santiago, “Ray Barretto,” “La Rebelion” by Joe Arroyo, “Lloraras” by Oscar D’Leo, “El Preso”
by Fruko and “Aguanile” by Marc Anthony. However, it's not an obligation that these are the
only songs to be played. Other Latin songs will be played for everyone's dancing pleasure and to
ensure that every person gets on the dance floor. Three professional salsa instructors will be
hired to teach the guests some salsa moves. Salsa instructors will teach mambos, sambas, and
tangoes to the guests. The guests will probably have a blast learning the Cha-Cha- Cha.
There will be an outfit contest whereby everyone will vote for the person wearing the
best salsa dance outfit. The guests will be notified that for those who win for wearing the best
salsa dance outfit, they will be rewarded.
The main activity in this event will be dancing and interacting with one another. Gift
certificates will be given to those voted to have good salsa dance outfits to take salsa dance
lessons. A salsa instructor will be hired to teach the gift winners, and the company will cover the
expenses. Other gift certificates will contain bags, pens, and notebooks. The guests will be paired
up to show their skills in salsa dancing and will be judged by the hired salsa instructors. The
categories for dancing will include best salsa dancers, craziest salsa dancers, best salsa dance
moves. Winners will be awarded accordingly.
Awards will also be given to volunteers who could name the salsa song being played
correctly. Several salsa songs will be played for a short time and then stopped. The first person to
accurately recognize the song will gain a point. The points will be tracked, and one with the
highest points after all the salsa songs are played will be awarded a bag, free salsa dance lessons
or a notebook depending on his/her preference.
This will be an event organized by BBC, and the attendees will only be its employees.
The company will use this platform to inform any new employees what the company offers and
educate them how to cultivate positive relationships with each other.
Budget for the Project
Budgeting is vital in the development of a project. If there is no well-planned budget, a
project is likely to fall apart and be incomplete (Smit, 2012). A budget allows planners to
establish the main goals of an event. For instance, some events are all- encompassing and try to
achieve so much. Budgeting allows event planners to limit the number of options which may
delay or add expenses to the overall costs of implementing the event (Smit, 2012). By making a
budget, the project cost can be estimated. In this case, the project organizers can approximate
how much can be spent on every item of the project. A budget allows the organizers to determine
what proportion of the available funds can be allocated to different categories of the project
(Smit, 2012). The organizers can also estimate their income against the total expenses to
determine whether or not it will be economical implementing the project (Smit, 2012). The
following is the proposed budget for this event:
Venue Subtotals £ 1,500.00
Venue cost 1,000.00
Additional chairs/Tables 200.00
Venue specific catering 300.00
Decorations Subtotals £ 300.00
Additional Signage 60.00
Additional Decorative Items 105.00
Event Programming Subtotals £ 150.00
Salsa instructors 150.00
Advertising Subtotals £1,400.00
Food/Refreshments Subtotals £500.00
Catering staff 100.00
Other Subtotals £400.00
Gift bags 100.00
Awards for winners 200.00
Estimated Expenses Total £4,250.00
Income Subtotals £12,450.00
Voluntary contributions 1,000.00
Ticket Sales 6,000.00
Other income 2,000.00
Total Income £12,450.00
Table 1: Budget of the event
This report provides a guide for planning a corporate event. The type of event being
designed is a salsa night for BBC Company. The event will be held at Hyde Park hotel, London.
The theme of the event is Salsa Night, and the event is meant to host 500 people. The projected
cost of implementing the event is £4,250. Salsa has a Cuban origin thus to give the guests a true
feeling of the event, they will be served Cuban cuisine. The music will only be salsa songs. If
other external factors do not interrupt, the company will gain a profit of £8,200.00 which can be
used for hosting other such similar events in the future. There is no age limit when it comes to
listening salsa music. Thus, this event can be attended by every employee irrespective of the age,
income and nationality factors. By completing this report, the author has appreciated various
aspects involved in corporate event planning and looks forward to being a good event planner in
Halsey, T. (2012). The Freelancer's Guide to Corporate Event Design: From Technology
Fundamentals to Scenic and Environmental Design. London: CRC Press.
Hickman, M. (2015). Me Salsa Dance Yes: The Lady's Guide to Learning Basic Salsa Dance
Steps. New York: ReadupAmerica.
Hyde Park Hotel. (2017). Retrieved Aug 16, 2017, from https://www.hydeparkhotel.com.au/
Rodriguez, A. Q. (2012). Sabor!: a passion for Cuban cuisine. Philadelphia: Running Press.
Smit, L. (2012). Event management: putting theory into practice: a South African approach.