In short
Write a short brief with the goal, audience and budget before you contact a single venue.
Build the budget line by line and keep a contingency for costs you have not foreseen.
Check licences early, because a Temporary Event Notice in England and Wales needs at least 10 working days' notice.
Measure the event against the goal you set at the start, then put the lessons into the next brief.
Image: Cartier Event
Producing an event well comes down to a handful of decisions made early and checked often: what the event is for, when it happens, what it costs, where it takes place and who runs it on the night. Get those right and the creative side has room to work.
This guide takes you through producing an event from brief to follow-up, whether it is a launch, a dinner, a pop up or a conference. It covers the timeline and budget, UK licences and the new security rules, the venue, the team, marketing, the day itself and what to measure afterwards.
Event production covers everything that turns an idea into a night that runs: the concept, the budget, the venue, the suppliers, the people on site and the follow-up. Start with a short brief that answers four questions.
Who it is for Look at who came to past events and who you want in the room this time
What it is for A launch, press coverage, sales, sign-ups or thanking clients. Pick one main goal so you can measure it later
What makes it different The format, theme and setting that give people a reason to come
How it looks and sounds Set the logo, colours, type and tone of voice once, and use them on every invitation, sign and post
Start early. A large event usually needs 6 to 12 months of planning, while a smaller one can come together in 2 to 3 months.
Budget line by line Price every cost: venue hire, staff, lighting and sound, catering, décor, permits and insurance. Keep a contingency for the unexpected
Write a production schedule List every task with an owner and a due date, from supplier bookings to rehearsals and the clear-out after the event
Lock decisions in order Date and budget first, then venue, then suppliers, then the running order
Check this early, because some notices have fixed deadlines.
Alcohol and entertainment If the venue's premises licence does not cover your event, a Temporary Event Notice (TEN) in England and Wales allows licensable activities for up to 499 people at any one time, including staff. A standard TEN must reach the council at least 10 working days before the event, and one event can last up to 168 hours. Late TENs are for exceptional cases only
Insurance Ask the venue what cover it requires, and whether its own policy includes your event
Food and fire safety Check that caterers are properly registered and that the venue's capacity and fire plan suit your layout
Martyn's Law The Terrorism (Protection of Premises) Act 2025 received Royal Assent on 3 April 2025, with an implementation period of at least 24 months. Premises with 200 to 799 people at once need procedures for evacuation, lockdown and communication, and trained staff. The higher tier, for 800 or more, adds measures such as monitored CCTV and access control. Ask your venue how it is preparing
Visit before you sign, ideally at the same time of day as your event.
Location Easy to reach by public transport, with step-free access and hotels nearby if guests are travelling
Capacity and layout Room for your numbers to move, mingle and queue, with space for a bar, stage or cloakroom where you need one
What is included Audio-visual kit, Wi-Fi, power, catering rules, toilets and how long you have to set up and clear out
The true cost Hire fee plus deposits, service charges, minimum spends and overtime
Track record Read reviews and ask for a contact from a recent event of a similar size
An empty warehouse before the build
A former factory hall set for a gig
Most events combine outside suppliers with staff on the day.
Suppliers Venue, catering, lighting and sound, performers, photographers and videographers, signage and décor
On-site roles Event manager, AV technician, host or MC, registration desk, runners and security
Give one person the final say on the day, and make sure every supplier knows who that is. For launches, dinners and activations, our event production team can run the whole thing from concept to the night itself, so get in touch with your brief.
Plan promotion backwards from the date, with a timeline, a clear message and the channels your audience already uses.
Social media Share the build-up, behind the scenes and line-up news, and give guests something worth posting on the night
Email Write to your existing contacts with a clear reason to come and one obvious button to register
Creators and partners Invite creators whose audience fits the event, and partners who can promote it to their networks. Our influencer campaigns cover creator casting, contracts, posting and reporting
Listings Put the event on listing platforms with a clear description, good images and the words people search with
The running order is the document everyone works from. Share it with the team and suppliers well before the day.
Brief the staff Walk through roles, timings and what to do if something goes wrong, and put it in writing
Make arrival quick Use registration software and self check-in so queues stay short
Stay in contact with suppliers Use one channel, check in regularly and deal with problems as soon as they appear
Plan for the unexpected Have fallback plans for weather, late arrivals, power and medical needs, and know the venue's evacuation routes
Small details make a night memorable: good lighting, a place for photos, a considered welcome and a reason for guests to talk to each other.
Setting the stage before doors open
Ask for feedback Send a short survey within a few days, while the night is fresh
Measure against your goal Compare attendance, engagement, coverage and sales or sign-ups with what you set out to achieve
Say thank you Write personally to guests, sponsors and partners
Use the content Share recaps, photos and interviews on social media, by email and on your website, as we do with our past events
Plan the next one Put what you learned into the next brief
The brief
Who it is for, what it is for and the budget. Write it before you contact a single venue.
The production schedule
Every task with an owner and a due date, from supplier bookings to the clear-out.
The running order
The document everyone works from on the day. Share it with staff and suppliers well before.
Events in pictures
A launch dinner, laid before guests arrive
Table setting for a press lunch
Lighting for a live show
A timeline wall at a brand pop-up
An interactive mirror at a product launch
Guests at an evening event
FAQ
Ideally 6 to 12 months ahead for a large event, and 2 to 3 months for a smaller one.
If the venue's premises licence does not cover it, in England and Wales you can give a Temporary Event Notice for up to 499 people at once. It must reach the council at least 10 working days before the event.
It covers premises where 200 or more people may be present at once, with a higher tier from 800. The Act received Royal Assent on 3 April 2025 and has an implementation period of at least 24 months, so check with your venue and the official guidance.
Send your brief and we’ll come back to you.
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