Five Things to Keep in Mind When Planning a Special Event

“One of the most important and rapidly emerging areas is sponsorship, particularly corporate sponsorship,” Wyman says. “More and more, businesses want to have an involvement with special events, particularly in the areas of sports and arts and culture, because it’s an excellent way for them to build brand, reach an audience, sample products, drive traffic into retailers and achieve a variety of other goals. They’re often willing to pay very substantial rights fees for this, so we can have all the costs of our events covered long before we start thinking about attendance.”