The Six Key Phases of Event Production
“I break down every event project into six distinct phases: event concept, planning, preparation, execution, LIVE event, and post-event. These form the foundation of my approach to event management.”
Large-scale event productions can often stretch across multiple years. Take, for example, the 13-year journey of Brisbane, Queensland, which officially began its bid for the 2032 Summer Olympics in 2019. That’s a massive undertaking, especially considering the global changes that will take place during that time.
Fortunately, most event projects follow a shorter timeline, making it easier to align the different phases and ensure smooth planning and execution.
In my experience, event production always revolves around six core phases: event concept, planning, preparation, execution, LIVE, and post-event. These stages often overlap, but that’s perfectly fine as long as they’re well-coordinated and avoid unnecessary duplication. After all, the last thing you want is to rush into action only to realize you need to redo everything.
Here’s a breakdown of the six key phases in event production:
1. Event Concept
The concept phase is by far the most critical for ensuring the financial success of an event. Rushing in without proper planning is a risky game that’s only suitable for those with deep pockets or a love for unnecessary risks. In this phase, you determine whether the project is worth pursuing and, if so, how to proceed.
At this stage, I already have a clear picture of the event's core elements, such as the vision, goals, and business model. Negotiations with key partners should be well underway, and important stakeholders should be on board. If you wait too long, getting them involved later could be costly or challenging—or both.
If the event concept involves bidding for rights, this is when you plan your approach to win the bid. Even if you're just at the idea stage, it’s important to start defining the event's key components from the very beginning.
2. Planning Phase
"A goal without a plan is just a wish." – Antoine de Saint-Exupéry
Once the decision to move forward with the event has been made, the planning phase begins. This is where you take the big picture outlined in the concept phase and dive into the details. Effective planning can save a ton of time during execution, so it’s worth doing it thoroughly.
During this phase, I refine the goals, business model, and the event’s core themes and service promises. A detailed project and operational plan is created, outlining sub-projects, responsibilities, timelines, and monitoring systems. This is also when the key members of the event team need to be fully engaged and committed to the event’s objectives.
3. Preparation Phase
"By failing to prepare, you are preparing to fail." – Benjamin Franklin
After the event has been planned, it’s time to break it down into smaller, manageable tasks for preparation. This is where the plans become actionable.
In this phase, things like venue layouts are drawn, staff are recruited and trained, equipment is sourced, and supplier contracts are negotiated. Along with production tasks, marketing, sales, and communications are often in full swing at this point. Preparation ensures everything is in place to bring the event to life.
4. Execution Phase
The execution phase begins when the event preparations start to take shape. The length of this phase can vary depending on the specific tasks involved, but it’s typically much shorter than the previous phases.
This is the stage where staff are trained, the event venue is constructed, and technical setups, like power and communication networks, are finalized. Everything is being put in place for the big day.
5. LIVE Event
This is it—the moment everyone has been working toward. After months (or even years) of planning and preparation, the lights are turned on, and the doors open for the attendees. The LIVE phase is the culmination of all the hard work, as the event unfolds in real time.
6. Post-Event
No event project truly ends the moment the last guest leaves. A successful post-event phase involves thorough evaluation, analyzing feedback, and reviewing each component and process critically. Any remaining tasks related to staff, services, and venues are completed, especially if the event is recurring.
If your planning and preparations were thorough, this is the best time to make notes and adjustments for the next event. Consistent follow-up ensures that each iteration of your event gets even better.
Final Thoughts
The planning phase is what separates great events from average ones. A solid event concept and good execution can get you far, but if you’re aiming to deliver exceptional customer satisfaction or boost efficiency, it’s worth getting this phase right from the start.
By the end of the planning phase, you should know exactly what services to offer each of your event’s customer groups. You’ll have a clear implementation plan that exceeds attendee expectations, from venue logistics to staffing, equipment needs, and supplier requirements. You’ll also have a roadmap for sales, marketing, and communications.