At the entrance. At the registration desk. In the cloakroom. Or whenever they need help. At these moments, the event staff represent the organiser and, by extension, the brand. That is precisely why an unprepared team can not only cause inconvenience but also pose a genuine business risk.
You can’t make a first impression all over again
The guest experience takes shape well before the programme begins. If, on arrival, participants are met with a poorly handled situation, unclear information or a disorganised registration process, this can set the tone for the event from the very first moments.
A well-prepared hostess or host, on the other hand, knows exactly:
- where should you direct guests,
- how does the registration process work,
- where are the programme’s main venues,
- who you can turn to if you have a specific question or problem,
- what style and tone to use when communicating.
Confident service creates a sense of security. Uncertainty, on the other hand, quickly rubs off on guests.
On-site disruptions may have business implications
Guests do not usually distinguish between the team organising the event, the suppliers and the on-site staff: for them, every experience is associated with the same brand.
A poorly handled situation, a piece of inaccurate information or a guest who has been overlooked may seem like a minor issue in itself. However, a series of such incidents can damage the reputation of the entire event. In such cases, it is not only the smooth running of the programme but also the professionalism of the organising company that comes under scrutiny.
It is unexpected situations that reveal how well-prepared you really are
At an event, something almost always happens that doesn’t go exactly to plan. A guest’s name isn’t on the list, the venue for a presentation changes, the programme runs late, information leaflets run out, or a foreign participant asks for help.
A professional team of hostesses does not panic in such situations. They are familiar with the communication channels, know who to notify, and in the meantime handle the situation in a reassuring and polite manner. Being proactive does not mean overruling the organisers’ decisions on one’s own initiative. It means recognising the problem, raising the issue in good time, and helping to find a solution within one’s own remit.
An unprepared team puts a strain on the organisers as well
One of the most important tasks of event staff is to take the pressure off the organisers. However, if the team has not received proper briefing, is unfamiliar with the venue or is unclear about their duties, they will turn to the project manager with every question.
Consequently, the organisers have to manage things at a micro level at precisely the moment when they ought to be keeping an eye on the event as a whole. In a well-structured system, on the other hand, everyone knows that:
- what his or her own responsibilities are,
- what information you may disclose,
- which situations they can resolve on their own,
- when and who should report it,
- who is responsible for coordinating the team on site.
Not only does this result in faster operation, but it also significantly reduces the likelihood of errors and misunderstandings.
Having the right number of staff is not enough in itself
Equally important are relevant experience, communication skills, language proficiency, professional appearance, the ability to cope with pressure, and knowledge of the specific type of event.
Different skills are required for a multi-day conference, an international sporting event, a formal occasion or a national promotional campaign. The team must therefore always be put together in line with the event’s purpose, audience and tasks.
Event staff are part of the brand
Hostesses and hosts do more than simply attend the event. They welcome, inform and assist guests, whilst representing the client’s brand through their behaviour, communication and appearance.
Unprepared staff can therefore pose a risk to the organisation’s reputation, its operations and, ultimately, its business. A professionally selected, trained and coordinated team, on the other hand, helps to ensure that guests remember the experience itself, rather than any problems resolved behind the scenes.
At Apple PS Hostess Agency, we have been working since 2005 to ensure that our clients’ events are supported by teams of hostesses and hosts who are well-prepared, proactive and suited to the task at hand. Because a professional guest experience begins with the very first encounter.
