What Is Live Event Production?

It’s a simple fact that live events can't happen without live event production! 

But as someone who shows up to events as an attendee, you might be wondering what happens behind the scenes to make the magic that unfolds before you actually happen. 

Overseeing every single detail from the planning to the technical operations - there's a lot more to live event production that could ever be covered in one blog post alone. But alas, as a leading event production company here in the UK - the Gustaf team is going to give it a try! 

If you didn’t already know, we put on events for businesses just like yours all over the UK. So here's an insight into what we do when it comes to live event production specifically. 

Event Production Types

The first thing to know about event production is that there has never been more flexibility about how an event can be produced, including for audiences that might not be able to attend in person. 

As a business, you now have endless choices about how your event can operate. The event type you choose will ultimately influence what is involved with the event production before and during the event itself. 

P.S. Don’t know which event type is right for your event? Get in touch with our team here at Gustaf to talk through ideas! 

In-Person Events

Traditional events that are attended at a dedicated venue are known as in-person events. When putting on an in-person event, the venue, entertainment and overall technical production has a focus on those who are physically present in the room. 

Hybrid Events

Offering a mix of in-person and virtual events is known as a hybrid event. When an event is hybrid, there is an equal focus on those at the venue as well as those watching the event elsewhere. Hybrid events may be live streamed, or the content may be available to access at a later date. Either way, there needs to be a consideration of audience engagement and participation for both those in the room as well as those tuning in remotely. 

Virtual Events 

Just as it’s now possible to work remotely, it’s also possible to put on events completely remotely too. From an event production perspective, virtual events require a solid technical setup to ensure amazing content can be produced and most importantly experienced regardless of where attendees may be watching from. Virtual events also offer more choice over event venues, since there isn’t a need to factor in venue capacity like there is with in-person events. 

Event Planning

No two events are the same. However, something within event production that is consistent is the need to have solid project management in place to steer the ship behind the scenes. Based on the event types we covered above, the planning stage can look very different. 

However, at its core, event planning seeks to understand how our clients want their audience to feel. We get these answers by asking lots of important questions about the purpose of the event and the overall objective for the client. 

A brief is then created which outlines any event themes or commercial objectives. From there, our team will start researching and planning everything from possible venue choices to the most 

suitable entertainment. 

The finalised event plan will be referred to by the whole team throughout, so it’s really important we nail all of the key objectives at this initial stage. 

Visit our events page here

Entertainment And Talent Sourcing

With the event plan having outlined the event date, theme and venue, attention turns to how guests will be entertained.

If any entertainment does need to be sourced, then this will often need to be done well in advance. This is that talent budgets and contracts can be agreed upon and that the desired entertainer(s) will be free for the event. 

Examples of entertainment or talent can include speakers, celebrity guests, live bands, dancers or magicians. Though this is far from exhaustive! Instead, it depends on what the client has in mind for their guests. 

On the day of the event, the event production team must also ensure the talent has everything they need to perform. This means that the entertainment will also be supported upon arrival to the venue and while backstage. 

Event Marketing

Long before your guests arrive on the night, they need to be told about your event! 

The initial communication will set the tone for the event, and will undoubtedly influence the overall success. So it’s important to get this right. 

Event marketing isn’t just a case of sending out an invite with all the details outlined. Instead, there is a requirement to tell guests what to expect, and also give them enough notice to be able to attend. Plus, an eye needs to be kept on responses and overall numbers so that this information can be fed back to the rest of the production team. 

If the event is public, event marketing can also happen via the client’s website and social media channels. 

All in all, any communication needs to reach the target audience in a way that builds intrigue and excitement about the event. 

Logistics 

As the event draws closer, all of the equipment needed to run the event will need to be shipped to the venue. Arrival dates must factor in the required time for the crew to be able to set everything up. 

Depending on the event and venue capabilities, some of the equipment needs may include: 

• Audiovisual equipment

• Backdrops

• Backstage accessories

• Catering equipment

• Computers and networks

• Custom artwork or sculptures

• Decorative elements

• Furniture

• Lighting rigs

• Monitors

• Power cables

• Registration and ticketing areas

• Safety and security equipment

• Stage

• Video equipment

How smoothly the event will run depends on having all required equipment present and correct on the day. For instance, audiovisual equipment alone can include in-ear monitors, microphones, speakers, mixing desks along audio cables. If even one of these aspects is missing, it can disrupt the whole setup. 

Since event production teams are made up of various skill sets, each sector is responsible for checking they have everything they need to run their section. 

Technical Operations

Of all the aspects that make up ‘event production’ the technical operations are often what springs to mind first. That’s because putting on a technically sound event requires a lot of technical expertise, especially across the audio, lighting and visual elements.

The process involves all of the technical equipment that has arrived at the venue being installed and checked to ensure it’s operational while meeting any required health and safety standards.

During the event itself, the relevant team members will be glued to any ‘live’ technical elements such as the audio equipment, video monitors and lighting. All of which ensures everything is working as it should while providing a fully immersive experience for attendees. 

Event Production Team Management

There’s always a buzzing atmosphere backstage when putting on an event, especially when each team member is responsible for something they are genuinely passionate about on a personal level. 

That said, there also needs to be someone to oversee the event production crew. Team management within event production is about ensuring excellent communication and collaboration between each team member. 

An event production manager will work alongside the:

• Catering team

• Creative director

• Event producer

• Marketing team

• Logistics manager 

• Security team

• Support staff

• Technical director

The likes of in-ear pieces, headsets and even walkie talkies can be used to ensure that every member of the team can remain in constant communication with each other. This means that if any department requires any extra assistance, or needs to collaborate with another team everything can be handled professionally and with ease. 

For hybrid or virtual events, remote event production needs to ensure a stable connection across audio and video streams.

Catering

While most aspects of live event production have a technical edge, catering focuses on a different set of skills. First, the organised and methodical processes that need to happen to prepare the food and drink behind the scenes. This is followed by the excellent hospitality skills needed to deliver the food and drink in a way that creates a highly desirable guest experience.

Although the catering might not have the pzazz of the action happening on stage, the right catering experience will ultimately make or break an event. Slick coordination ensures the catering is delivered at just the right time and is also presented in the most appealing of ways. 

Registration & Security

It's essential that your event along with all those who attend are safe and secure. That's why every live event needs a dedicated registration area to check guests into the venue, as well as security to offer ongoing assistance if needed.

After all, even the best-planned events can be subject to unpredictable incidents. So by having a thorough approach to security, any issues can be swiftly brought under control, since security will be wired into the communication feed. This will also be overseen by the event management. 

Overall, having an effective registration process and security team will deliver the best experience for all those who attend the event. 

Post-Event Analysis

Once all of the event equipment has been packed up and the attendees have gone home, that’s far from the end of the event! That’s because the final step of event production is completing the post-event analysis. The purpose of this is to determine whether or not it was a successful event, by identifying any wins along with any areas for improvement. 

The post-event analysis may include gathering feedback from attendees, analysing sales during 

the event (where applicable), vendor or partner evaluation and assessing other key metrics relevant to the business or event. 

What Is Live Event Production FAQs

It's safe to say there's a lot to cover when it comes to 'what is live event production?'

We've answered some of the top queries below, but for anything else please get in touch with 

our live event production team here at Gustaf.

How Do I Choose The Right Event Production Company?

Events are designed to offer a fully immersive experience that both you and most importantly your event attendees remember for all the right reasons. What this looks like for every business will vary. But here at Gustaf, we think it's essential to offer our clients the very best in creativity, technical expertise and an overall willingness to want to put on a fantastic show. It also helps if like ourselves, the company has vast expertise in all things live event production to ensure your event runs smoothly.

What Are Some Examples Of Corporate Events?

Our corporate events span team building retreats, product launches, charity events, award ceremonies, holiday parties, company milestone events, training workshops, wellness retreats and conferences. Have something else in mind for your next corporate event? Your wish is our command! Get in touch to chat ideas with our team.

What Does Remote Production For Live Events Involve?

As a live event production company, when an event operates remotely it involves a consideration of audiences tuning in online. How remote event production happens is through remote camera feeds, a remote audio setup, video switching and mixing, screen graphics, remote collaboration tools as well as other post-production equipment. 

Gustaf - Live Event Production Company UK

Looking to put on a successful event for your next company shindig? Gustaf is a leading live event production company based in Manchester operating across the UK. 

Head over to our event production page to learn more about the events we create for businesses just like yours. We provide a full service offering across all aspects of event production. Taking care of all the event details on your behalf means all that’s left for you to do is show up! 

You can let us know more about your event by filling out our contact form. Or by giving us a call on 0161 399 0579. 

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