Foreword by Lisa Hurley, Editor at Special Events Magazine ix Preface xi Acknowledgments xv PART ONE: All About BUSINESS Point 1 You and the Events Business 3 Point 2 Develop Your Strategy 9 Point 3 Meet the Client 15 Point 4 Build the Business 21 Point 5 Venue Essentials 35 Point 6 Manage the Money 71 Point 7 Present the Proposal 87 Point 8 The Event Cabinet 101 PART TWO: All About DESIGN Point 9 Tabletops and Other Decor Props 125 Point 10 Creative Event Concepts 149 Point 11 Burst into Weddings 195 Appendix: Understanding Our Clients and Staff Better: Four Behavioral Styles 213 Select Resources 223 Index 229
Lena Malouf (CSEP, AIFD) was recognized in 2010 with the event industry's highest honor, the prestigious Lifetime Achievement Award from The Special Event organization, for her contribution of excellence to the international events industry. Malouf was the founding president of the Australian Chapter of the International Special Events Society (ISES) and later served as the international president of this global organization. Her illustrious career began in commercial floristry and later branched out into event management and design. Malouf has planned events for countless celebrity, royal, and corporate clients, and continues to travel worldwide to share her knowledge and expertise through university lectures, dynamic stage presentations, event company consultancy, and mentoring aspiring business owners.