Staging a successful office celebration during the holidays: Start planning early

As printed in Philly Women Newsletter sponsored by The Philadelphia Inquirer and The Women's Yellow Pages - November 29, 2006

By Gina F. Rubel, Esq.
President/CEO, Furia Rubel

The benefits of an open house celebration for your organization can be abundant. It introduces your business as an important player in the community and serves as a vehicle to connect with your publics. Planning and consideration will be the key to long-term success.

Like any communication to your target audiences, a holiday open house is a public relations event. Know why you are hosting such a party and who you want to attend. Ask yourself, what do I want each attendee to walk away remembering about this company. The preparation and thought you invest before hand will undoubtedly determine whether or not your event is a success. Document your plan and checklist so that you create a system for duplication each year. Here’s a sample checklist of the logistics you need after you’ve determined the strategic approach:

• Theme
• Location, date, time and duration
• Guest list
• Save-the-date cards (if necessary)
• Invitations and directions
• Entertainment
• Catering and rental needs
• Decorations
• Sound system
• Parking
• Presentation and announcements
• Tours (if located in your office)
• Follow Up

Setting a date is the first step. So if your open house is any time in December, set the date early and send save-the-date cards. It’s also helpful to have a New Year event in January in order to avoid December overload.

Make sure the time for your open house is convenient for clients, employees, the media, and potential customers. If you are having a special guest, dignitary or entertainment as part of the festivities, you need to determine that person's availability before you set a date. Also, allow sufficient time for contracting vendors and delivering invitations.

Invitations should be customized, concise and memorable. Contact potential vendors and request quotes and samples. Hire an illustrator to customize an invitation that captures the flavor of your business, brand, industry or work environment. Send your invitations at least one month prior to the big event. And remember to save your invitation list from year to year. If you do it right, you will need to do it again. And that means inviting the same people each year! Otherwise, you can count on the caller who says, “Are you having your open house again this year? I didn’t get an invitation and want to make sure it’s on my calendar. . . . “

Invite your sphere of influence: current customers, business contacts, referral sources and your media contacts. Friends and family also add value to the attendee list. Use membership lists from civic organizations, trade associations, professional affiliates and governmental agencies to further develop your list. Your guest list should include a significant number of invitees to ensure a good turn out – especially if your event is close to any holiday in November or December.

The media can be an important part of your invitee list. Keep it simple. Only invite a few key members of the media with whom you have existing relationships. You don’t want to patronize them as this is not an enticement for coverage. Don’t expect news coverage from the event. This is a relationship building time for you and your media contacts so make that clear.

Decorations, entertainment, and refreshments are all crucial details when planning your event. Decorations should be appropriate. Select a theme or color scheme that reflects your brand. Make sure the decorations are not elaborate; just simple and effective. And forget balloons altogether: they’re great for a kid’s birthday party so leave them there.

When it comes to entertainment, music can add a nice touch to any event. Consider the mood that you would like to set. Do you want a DJ, strolling minstrels, a background pianist or an acoustic guitarist who can sing beautiful melodies. It all depends on the type of party you are planning so decide accordingly. Be sure to consider a sound system for the few short announcements and thank you messages you will deliver to your guests.

As for the refreshments, that should be determined by the number of attendees, the mood of event and the time of day. If your event will be held during a major meal time, refreshments should be more substantial. Make sure there is something there for everyone. We live in a time of great diversity and healthy choices. Be sure to include vegetarian and vegan alternatives, peanut and shell-fish free dishes and if you’re inviting your colleagues with their families, include one or two kid-friendly options.

Finally, think about the take away. Why are you inviting people to attend your holiday party? Personally, I’m not in favor of handouts, brochures, trinkets and other such giveaways at a holiday celebration. This is a good will event so let the invitation and the event be the take away and if you make it memorable, people will want to attend year after year.