It’s time. Your event is done, you’re exhausted, but happy, and you think that’s it until next year. But wait! You’re missing two important steps in helping your business grow: reviewing and reconciling.

While you may think running an event is just planning and execution, there’s still important work to do after. So, grab your coffee, open your spreadsheets, and get ready to dive into how you can make your next event even better.

  1. Reviewing:

There’s nothing like timely feedback! Grab it while the event is still fresh in everyone’s minds. In-person meetings, emails, phone calls, and online surveys using free tools, like Google Forms or SurveyMonkey, are all great ways to connect with attendees and staff.

Why It Matters:

Taking the time to review isn’t just about crunching numbers – it’s about gaining valuable insights, recognizing successes, and identifying areas for improvement. Closing the loop with thoughtful evaluation sets the stage for even more successful events in the future.

Whether it’s improving attendee experience, tightening your budget, or streamlining logistics, every lesson learned is a step toward excellence.

A Checklist for Reviewing Your Event:

When reviewing your event, here are a few questions to help you get started:

  • Identify new areas to add or enhance next time.
    • Would the event have run smoother if you had an additional staff member dedicated to the front desk?
    • Did you have enough flyers printed for families to take home?
    • Were there enough activities to keep the participants engaged?
  • Compare year-over-year results. Is your event growing or stagnating?
    • If the event had better results than expected, what internal factors (aspects you can control) affected this?
    • If the event had better results than expected, what external factors (aspects you cannot control) affected this (ex. a competitor closed their business or cancelled an event)?
    • If the event is stagnant or has lower results than expected, what internal factors affected this (ex. only marketing the event for two weeks)?
    • If the event is stagnant or has lower results than expected, what external factors affected this (ex. city-wide garage sale or other free events happening on the same day around the community)?
  • Gather feedback from attendees
    • Tailor questions to each role. For example:
      • Staff: “Did you have the tools you needed? Were you able to get all of your tasks done within the allocated time?”
      • Attendees: “Was parking adequate? Do you feel the event ran smoothly?”
    • Prepare your questions in advance to target key areas.
    • Use open-ended questions for more in-depth responses.
    • Keep an open mind. Remember it’s not personal – it’s data. Take the information and see what perspectives they bring that you might not have seen or noticed.
    • Don’t forget to thank staff and participants for their input. The majority of people love to feel heard, but it still takes courage to be honest with an event producer.
    • Communicate how you’ll use their feedback to improve next time. This is a great way to show people that you listen and value their opinion – two things that really show a business or employer cares.
  1. Reconciling:

Going over the numbers from your event is a crucial step in keeping your business’ finances on track. But it’s more than just balancing the books – it’s about understanding your performance in detail.

Checklist for Reconciling Your Event:

  • Go through your budget line by line.
    • What was over or under budget? Why?
    • Are there items that could be eliminated or reduced for next time?
    • Should the same amount be budgeted for next year?
  • Compare budgets year-over-year.
    • What can you do to make it bigger/better/more in line with your vision and long-term goals for your business?
  • Benchmark your event against others in your community or industry.
    • How does your event stack up to theirs?
    • Is there something your event offers that theirs doesn’t?
    • Can you look to them for examples on what to add to your own while still keeping it within your brand?

Post-event evaluation may not be glamorous, but it’s essential. When you take the time to properly review and reconcile, you’re investing in the future success of every event you host. It’s about gaining valuable insights, recognizing successes, and identifying areas for growth.

So pull out those spreadsheets and feedback, crunch those numbers, and use what you’ve learned in this blog to create events that are smoother, more efficient, and more impactful!