The Enid News and Eagle, Enid, OK

January 17, 2013

Inspire Greater Enid hears speaker

By Robert Barron, Staff Writer
Enid News and Eagle

ENID, Okla. — Inspire Greater Enid is an organization designed to educate marketing professionals and give them tips on how to market their businesses.

Thursday’s meeting featured Brian Ferrell, of Factor 110 in Oklahoma City, who discussed how to plan and design events, and some of the trends in event planning. Ferrell complimented Enid’s newly renovated Convention Hall, saying he was happy to see someone building something in Oklahoma.

“There is a lot of opportunity in Enid,” Ferrell said.

Part of Ferrell’s business includes Destination Oklahoma, a destination management company and an event equipment rental company.

Ferrell discussed several areas he called important to planning an event. He said to plan the event with a budget in mind, and if a budget is smaller, sometimes less is more in the design. Creating the proper mood is one of the important aspects of planning an event.

“You only have one chance to get it right. Think it through,” he said.

Ferrell advised the audience to evoke the senses and guide the visitors eyes. He advised using graphics in a decor, saying it will build reputation.

“Think about the design. It’s on a budget, use it wisely,” he said.

Achieving a total look should be a goal, and he discussed using color to provide impact. Using palettes of color adds to the affect on the senses.

“How do you want people to feel when they walk in the room,” he said.

This year, long tables are popular. A long table creates a family type atmosphere and may be preferable to the individual round tables.

Events that feature entertainment should have unique entertainment, he said. Factor 110 planned events for the re-opening of Myriad Gardens, and the grand opening of the new Devon Energy office building, both in Oklahoma City. He also planned events at the National Cowboy and Western Heritage Museum.

“When people come to Oklahoma from another state, they think cowboy, and we do cowboy really well,” Ferrell said.

One event at the Cowboy Hall of Fame Ferrell was told not to use a cowboy theme. Instead he did “A Night at the Museum,” decorated the hall with living-history actors who portrayed statues that came to life and tell their story. He also had actors from Lyric Theater portray a number of parts and perform for guests.

“Customize for each event. Events create memories,” Ferrell said.

An event is an experience, he said. Ferrell emphasized remembering all the details and the value-added effect of the event, or what the host or the community, or his company is getting from it.

During his discussion, he presented a slide program showing examples of events his company has done. Ferrell also said if the food and beverages at an event are unique, people will talk about it. If the budget allows entertainment, that also should be unique, he said.

“Listen to your client and customize for each event,” he said.

Prior to the start of the program, Keller Taylor, general manager of Global Spectrum in Enid, spoke to the audience about his company. They have had five events in Convention Hall this week, and have another seven scheduled next week, Taylor said.

Global Spectrum has been in Enid since 2009, and has 22,000 square feet of space in Convention Hall. There have been as many as 750 people in the Grand Ballroom, and can design spaces to be functional.

Taylor emphasized outside caterers may cater events, and he has a list of approved caterers. Taylor said he is looking forward to the opening of the Enid Event Center in June.ˌ