6 Week Event Planning Guide

Purpose: Clearly define what you want to achieve – this could vary among your events (e.g., increased sales, new customers, promoting a brand, community engagement, charitable contributions).

Budget: Estimate the associated costs including staffing, promotions, entertainment and stock. Ensure your profitability by aiming for an ROI of 4:1 (for every £1 spent, you should aim to generate £4 in revenue).

Ticketing: Decide if the event will be ticketed. If not, brainstorm other revenue drivers like bundled offers, special menu items, or sponsorships. A single ticket price isn't where profitability lies alone. The real revenue gains come from maximising per-customer spend during the event.

Venue Prep: Identify any additional space or new equipment needed, such as seating, staging, or lighting, and review associated costs.

Marketing Campaign: Narrow down your key social media and email content – what channels, format etc. Use teasers to build anticipation and create an event-specific hashtag for social sharing.

Brief the team: Discuss the event, objectives and their specific roles for the event (e.g., front of house, back of house, indoors, outdoors, serving food, glass collecting, cocktails only etc. Plan for additional training, such as cocktail workshops or upselling techniques and allow your team to volunteer for event specific responsibilities that you can delegate for added support.

Incentives: Make a reward system for your teams performance on the day (e.g., upselling bingo, best customer feedback).
Health and Safety: Conduct a risk assessment, especially if new equipment or an adjusted layout of the space is required. Address any fire hazards, accessibility and emergency protocols.

Health and Safety: Conduct a risk assessment, especially if new equipment or an adjusted layout of the space is required. Address any fire hazards, accessibility and emergency protocols.

Event Offer and Promotions: Confirm any food specials, drink promotions or bundles that will drive revenue. Think about upselling opportunities to brief your team on (e.g. desserts, double up, extra sides, larger drink sizes, more premium versions).

Stock: Confirm what needs to be ordered and from which suppliers. Estimate stock levels based on expected turnout. Begin placing orders for any non-perishable items if you have the room.

Tech Setup: Take a look at your EPOS system’s reporting features if relevant to support in tracking your sales, specific product sales, stock updates and identify busy and quiet periods.

Start Spreading the news: Start posting on social media. Highlight the event, key dates and why it’s not one to miss. Consider the demographics that would be interested in the event and target to those groups. Linking straight to ticket purchase platforms, use features like countdowns or supporting content from brands if relevant. Use email campaigns to provide updates, early access tickets, or pre-order opportunities.

Stock: Order any items with longer shelf lives and essential non-alcoholic items (e.g., mixers, garnishes, soft drinks).

Test the tech: Test new equipment or layouts to identify potential issues, giving you time to flag with suppliers, electricians etc.

Staff Rota: Start building the rota to ensure enough cover, factoring in breaks, peak times and back-of-house support if relevant.

Marketing Push: Share behind-the-scenes teasers on social media, such as menu creation, decor preparation or deliveries coming in, re-iterate the date of event and ticket links if relevant.

Training & Communication: Host staff training sessions on any relevant topics like customer service, upselling and any logistics of the event.

Confirm everyone is clear on their roles and the event plan.

Promotion Surge: Send a reminder email to your mailing list and post on social media again ensuring they know all the details – if relevant update on number of tickets remaining, tables remaining or run a competition for free tickets or a free drink/dish on the event to increase excitement and engagement.

Confirm Your Deliveries: Check all stock deliveries are on schedule to avoid last-minute shortages.

Final Preparations: Conduct a full walkthrough with your team, covering event flow, health and safety, and any last-minute changes. Prepare signage and point-of-sale materials (e.g., menus, promotions, branded decor).

Check in with Suppliers/Vendors: Check in with anyone attending the event like entertainment, suppliers required for the event specifically to ensure no cancellations or changes or unanswered questions.

Last Marketing Push: Post at least 2 more updates on social media. Consider interacting with followers by posting a Q&A on stories for example to answer last-minute questions and increase engagement at the same time.

Staff Briefing: Take 20 minutes before the venue opens or the event begins to speak to the team - focusing on energy, motivation, and team incentives. Remind staff of their training and ensure everyone is aware of key focus points to make the event a success and for upselling.

Monitor Stock: Assign someone to be overseeing stock levels to avoid mid-event shortages.

Monitor customers: Monitor the flow of customers as well as noise levels to adapt staff zones/responsibilities as needed and reduce the chance of complaints.

Share on Socials: Post live updates and encourage customers to share their experiences with your event hashtag.

Calculate ROI to determine the event’s financial success.

Use your EPOS reports if relevant to take a look at your sales, sales by product, peak times or by staff member if offering incentives.

Thank your team for their hard work, acknowledge their effort and announce incentive winners if relevant. Make sure to get their feedback too.

Recap the event on socials with videos or photos, thank customers for attending and ask for feedback in order to make improvements.