“John’s ability to develop sponsorships and his experience and talent at marketing and media buying showed how much of a visionary he is in this industry. His vision for our Fair helped build it to the point it is today.”
David Viers, CFE
Executive Director
Volusia County Fair Association., Inc. Deland, Florida
BOOK REVIEW BY KIRKUS DISCOVERY OCTOBER 2008
Owens, John
OPENING NIGHT:
Creating Successful Events
BookSurge (231 pp.)
$20.00 paperback
March 6, 2008
ISBN: 978-1-4196-8708-2
In plain language and with numerous examples, Owens imparts years of event-planning knowledge—
from reaching a target demographic through various media to finding sponsors and funding—in this step-bystep
guide.
Owens, a certified fair executive, has made a career of organizing large expositions, and has learned
how to use many tools for a successful event, from planning and marketing to actual operation and logistics.
He walks the reader through these stages of event planning, providing tips and specific details in a high-energy
text with many bulleted lists for easy reference. Those seeking to market an event must spend their advertising
dollars wisely, and the author provides guidance not only for reaching the desired audience by radio,
print, television and other media such as billboards and the Internet, but for meeting budgetary goals.
Specific pointers on broadcast commercials vary from comparing the length of the human attention span, to the desired ad length, to determining
the best time of day to run ads for particular events. Having learned from experience, Owens explains how some costs, such as ticket giveaways,
can actually earn money for an event. Finding a sponsor may be critical to success; Opening Night details this procedure, from creating a proposal
(with several comprehensive sample proposals included) to meeting with a prospective partner. For any event, the fundamental goal is to provide
entertainment, and Owens details the specifics of hiring and organizing special acts, keeping in mind special concerns such as sanitation and security.
Finally, to complete this crash course in large-event planning, Owens provides tips on modernizing long-standing events. The author writes
in an informal, spoken style that readily conveys his instructions.
An easy-to-read, large-print introductory guide to event planning that covers all bases.
Kirkus Discoveries, Nielsen Business Media, 770 Broadway, New York, NY 10003
This e-mail address is being protected from spambots. You need JavaScript enabled to view it
“John’s marketing ability is apparent with his success in driving attendance at his fairs. He has the innate ability to know what’s needed, who to go to in his network and how to creatively get it done to make his events a spectacular success!”
Bob Johnson
President
Outdoor Amusement Business Association, Inc.
“John Owens is one of the real visionaries in our industry. His work and dedication have inspired all of us to be better.”
Gayle Hart
Director of Marketing
Greater Jacksonville Fair and
The Expo Center at the Fairgrounds
