Insight Into Planning and Preparing For Milestone Events

“Milestone events are markers of new chapters or times that show longevity and history,” explains Shea Patterson-Young, university event strategist and protocol officer at The University of North Texas Health Science Center at Fort Worth (Fort Worth, TX). 

What qualifies as a milestone event differs depending on the institution or the organization. A newer university might celebrate a 10th anniversary, while a 200-year-old institution would honor extended periods. Other noteworthy milestones might be achieving the halfway point in a capital campaign or the inauguration of a university president or the head of any organization. 

Care has to be taken not to over-celebrate. Donors, elected officials, alumni and other key stakeholders will only attend a limited number of events. Coordination and communication throughout an entire organization help minimize conflicts. 

Defining the purpose of the event starts the process. Is the event to support and cultivate relationships? Perhaps fundraising is the objective. Or it may be to raise community awareness or promote a particular program. Consensus on purpose and formalizing the goals are needed. Patterson-Young adds, “Be mindful of the leadership’s strategic vision.” 

A defined budget based on current costs often determines the size and scale of the celebration. Will the event take place over several days? How many guests are to be invited? Will special requirements or protocols be needed? What type(s) and size of venue(s) will be required? What will be the catering requirements? Answering and aligning costs with these questions help to refine both the budget and the expectations as to the scope of the celebration. 

“Try to have a full year to plan, especially for more complex events or when a venue needs to be reserved,” adds Patterson-Young. In selecting dates, first check on the availability of key participants and preferences regarding specific days of the week and time of day. Location within the community or accessibility may also need addressing. 

Forming a committee with all of the internal stakeholders and defining each member’s respective roles and responsibilities comes next. The committee needs to meet regularly. Periodic communication with the organization’s leadership further mini- mizes future complications. Also, if the event includes an honorary chair, there should be regular check-ins with that individual through the appropriate channels. 

At least six months before the event, a communications plan should be ready to implement. A timeline should include markers for obtaining printed materials, the details regarding pre-event publicity and who will receive what types of notifications and invitations. 

A milestone event is a branding moment, notes Patterson-Young. Some milestone events may have their own seal or logo; however, all communiqués should also reflect the color and design connections with the institution or organization. The details are many and varied. Devoting thought and care to those details makes a milestone event noteworthy and memorable.