The challenge of event production

The production of events encompasses all the phases of its realization with the purpose of planning all the necessary resources for a successful outcome. In fact, this is the most important process, since it is used to manage all the details.

At Valkiria Hub Space we are in charge of creating the best possible experiences for our clients, but our work would not be possible without the great team behind us. Beyond their professionalism, their ability to coordinate at all times allows our work to meet expectations.

What does it take to produce an event?

When organizing an event it is very important not to improvise, therefore the task of production should be considered key to achieve the desired objective. First of all, it is important to define what objectives you want to achieve with the event, and once clear, establish the necessary actions to carry them out.

The production of events is based on 3 phases:

  • Pre-production.
  • Production.
  • Post-production.

PHASE 1: Pre-production

In this first phase, the organizers agree on the objectives of the event, the strategies, goals and activities to be carried out, as well as the expected results, together with the budget and schedule. The importance of this initial stage lies in determining the expectations that the public has about the event we want to carry out, and once these are identified, the next step is to decide the necessary resources.

The pre-production stage is also known as the “design” stage, and includes 6 points to consider:

  1. Choice of location.
  2. Determination of dates and duration.
  3. Program design.
  4. Planning of the activities to be carried out.
  5. Preparation of the budget.
  6. Acquisition of infrastructure and/or technical equipment.

Among the above points, Valkiria Hub Space puts a lot of emphasis on the choice of space because we know that it is very important to carry out the ideas you have in mind.

When choosing a site we have to take into account not only its location, but also its capacity and the possibilities it offers for experimentation. For this very reason, the Institute for Futures has recently set up its own set, including chroma, to ensure that the events are of the highest possible quality, especially the virtual ones.


PHASE 2: Production

The production of the event is the most visible phase in the eyes of the public, where all the planning and effort made in pre-production to make the event unique is reflected. Therefore, the coordination of the technical and human team is key to the efficient development of the event’s activities.

The event in its production should reflect the values and principles of the brand. It should make the public remember it as an experience different from the rest and associate the whole celebration with the principles that define the brand.

Investing in a technical team is key to creating an unbeatable experience. Moreover, in times of pandemic, the quality of audiovisual equipment is even more important, since virtuality poses the challenge of captivating the public through the visual and auditory channel, without the factor of presence.

Technical team

Technology facilitates and enriches the production of events, but we also have to think about the possibility that they may fail, even if all the rehearsals have gone perfectly. Therefore, the ability to react is key, a failure in the sound, microphone or lighting equipment does not mean the end of your event, make it just another anecdote for your attendees.

PHASE 3: The post-event

The post-event is the phase to evaluate the execution of the event, to assess whether the results are in line with the objectives initially set. In addition, this phase includes the tasks and activities of dismantling and closing after the end of the event.

Data mining is essential to enable you to improve the production of your next events. To assess the experience of your attendees and the impact of your event you can do satisfaction surveys or analyze your KPI’s, it will allow you to see the real result of your event.

These three phases are complementary to each other, so for an event to be successful it is essential to work on each of them to the minimum detail.

If you are interested in learning more about events you can visit the post ‘Investing in Virtual Events is an excellent option in 2021’. We also invite you to watch the ‘tastet’ on event production on our YouTube channel.


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