Events Manager

Casey Catello
604 Harmony Lane
Pleasantville, CA 94588
(925) 555-1234

Events Management
Corporate Events • Hospitality • Exhibitions • Sports • Entertainment

Customer-, event- and venue-focused professional, expert at steering innovative and profitable functions that simultaneously assure guest enjoyment and elevate the industry reputation and image of the host. Acknowledged for capacity to harness the talents of teams, project-manage at both micro- and macro-levels, adjust to the challenges presented, and deliver on promises. Vast experience steering high-impact campaigns, restoring relationships, and competing in highly competitive industries. A hands-on participative leader; proficient of image turnarounds and enhancing profits.

Value Offered
Ÿ Event Production Management
Ÿ Profit Margin Improvements
Ÿ Market Expansion
Ÿ Project Management
Ÿ Client Relationship Management
Ÿ Statistical Analysis
Ÿ Vendor Negotiations
Ÿ Event Sales
Ÿ Conflict Mediation & Resolution
Ÿ Strategic Sales & Marketing
Ÿ Operational Planning
Ÿ Staff Coordination & Training
Ÿ Image Branding
Ÿ Contract Negotiations
Ÿ Competitor Monitoring
Ÿ Product / Package Development
Ÿ Budget Management
Ÿ Marketing Collateral Creation

Technology Summary: EBMS (Event Booking & Management System by Ungerboeck Systems Inc); HIS As-400, EHS, Fidelio, CAD (Basic), MS Office XP

Special Event Showcase

Instrumental team member in securing, project-managing, troubleshooting, and delivering high-profile conventions, tradeshows, exhibitions, and special functions including…

Australian International Airshow 2003 • Caulfield Cup Carnivals 2000, 2001, 2002, 2003 • CTIA Caravan, Camping and Touring Show 2002, 2003 • Australian V8 Supercar Rounds 2002 • Melbourne Cup Polo Tournament 2002, 2003 • Australia vs. England Rugby Union Test 2003 • Australia vs. France Rugby Union Test 2002 • AFL Grand Final Luncheons 2002, 2003 • Stitches and Craft Show (Reed Exhibitions) 2003 • Pet & Animal Expo 2003 • The Age VCE and Careers Expo 2003, 2004 • Total Aged Expo 2001, 2002, 2003 , 2004 • Australian Decorative Arts and Antiques Show 2002, 2003.

Career Snapshot

MELBOURNE RACING CLUB, Melbourne
2000–Present
Special Events & Business Development Executive
2002–Present
Senior Function Sales Executive
2000–2002

CARLTON CREST HOTEL, Melbourne
1998–2000
Banquet & Conventions Sales Executive
1999–2000
Banquet & Conventions Accounts Officer
1998–1999

ROYAL GARDEN HOTEL, London
1997–1998
Front Office, Assistant Night Manager

PRIOR APPOINTMENTS
1995–1997
· Mandarin Oriental Hyde Park Hotel, London (1997). Front Desk Receptionist
· Grand Hyatt, Melbourne (1996), A la Carte Restaurant Food & Beverage Attendant
· Chandler Recruitment Services, Melbourne (1996), Telemarketer
· Marriott Surfers Paradise Resort, Surfers Paradise (1995), Banquet Food & Beverage Attendant

Employment Narrative

MELBOURNE RACING CLUB, Melbourne
2000–Present
Special Events & Business Development Executive
2002–Present
Senior Function Sales Executive
2000–2002
Promoted to the newly developed role of Special Events & Business Development Executive after two successful years delivering solid and sustainable growth as the Senior Function Sales Executive.
Coordinating three distinct business operations in tandem with the Melbourne Racing Club’s Spring Carnival, the challenges have been immense in driving organizational change across previously neglected sales, business development, policy, and operational areas, while simultaneously steering profit growth for the business’s traditional highest revenue earners.

Confronted upon commencement with limited client details, no statistical data or marketing strategies to target or evaluate the profitability and preferences of buyers, and ad hoc supporting documentation necessitating a fresh start every year, immediately established a multifaceted action plan to overturn operational inefficiencies. Results have been impressive, outstripping core indicators, achieving 60% new and repeat business and securing event bookings across the calendar.

Remedial Contributions/Infrastructure Changes
· Revolutionized the lack of meaningful information for strategic planning, by launching a formal system of data and document collection used in tandem with advanced event management software technology.
· Spearheaded creation of case files providing full details of forecasts and profit outcomes. Historical information provides context for considering the potential for profits in any future involvement in similar events.
· Terminated “off the cuff” approach to venue hire pricing, by creating formal rate packages that showed spirited competition in the marketplace. Complemented offerings by producing and pricing value-added food and beverage menus in collaboration with the Executive Chef—tailored for individual events.
· Conceived and produced innovative marketing collateral to replace outdated and limited information that failed to inspire buyer interest. Revamped entire set of documentation from hire proposals, tenders, and contracts, through event booking correspondence, regulations, terms of business, advertising, and venue profiles.
· Deployed a complete marketing and advertising strategy that capitalized on word-of-mouth reputation, and required only minor tweaking and updating yearly.

Marketing, Event & Revenue Contributions
Surpassed 2004 annual budget forecasts in 10-months. Delivered $900K in syndicated packages during the Spring Carnival—exceeding revenue expectations by $250K. Budget for venue hire at the Caulfield Racecourse has doubled, and increased eightfold for the Sandown Racecourse over the previous year.
· Outshone predicted participant numbers in marquees during the Spring Carnival—achieving 87% increase over budget during Thousand Guineas Day.
· Rewarded client loyalty and encouraged new business; entertained guests in a marquee and exploited opportunities of gathered crowd to promote following season’s service offerings.
· Pioneered use of the Microsoft Visio system—an initiative that creates internal floor plans of venues for customers to visualize event successes. System complements promotional plans and marketing, site inspections, and can be offered as an interactive CD that profiles each venue.
· Produced the Exhibitor’s Guide, a comprehensive manual for managers of exhibitions or trade shows that addresses concerns, pricing, and operational issues, and curbs prolonged communications.
· Selected to project manage the installation, configuration and records management of the new Event Booking and Managing System software by USI. System reversed problematic ‘whiteboard’ system that failed to recognize errors, or opportunities. Coached staff in software modules, produced policies and procedures, and revamped techniques for selling and booking.
· Masterminded cooperative advertising for clients to promote Melbourne Racing Club’s logo on event banners and advertising. Sought affiliate, client, and vendor support for newsletter articles.
· Researched competitors as a “mystery buyer” gaining access to sites, marketing, and current events.
· Mobilized neglected customer lists into a content-rich 2500-strong database with up-to-date details of key personnel, market segment and account types, and active, prospective, or non-active status. Personally installed all data, and structured/formatted reporting and layouts over 18-months.
· Reputed for transforming 60% of enquiries into a firm sale—an exceptional result in an industry dealing with large events dependant on space and availability.
· Negotiated all contracts for all events booked for venue hire or off-site events.

CARLTON CREST HOTEL, Melbourne
1998–2000
Banquet & Conventions Sales Executive
1999–2000
Banquet & Conventions Accounts Officer
1998–1999
Promoted services to corporate executives and nurtured VIP accounts, ensuring each event progressed seamlessly and without incident. Developed proposals and pricing, collaborated with Executive Chef to set the tone and theme of each event, and orchestrated operations by creating the definitive blueprint for seating, staff, and service.
· Successfully secured up to 6 events weekly servicing up to 1000 people per function, and generating up to $75K per event.
· Retained or won new business with entities including the Collingwood Football Club, National Safety Council, and Victorian Adult Health Education Council.
· Scored many “on-off” special conventions for pharmaceutical, medical, insurance and banking associations.
· Competitive pricing and high quality standards assured revenue forecasts were consistently met or surpassed.

ROYAL GARDEN HOTEL, London
1997–1998
Front Office, Assistant Night Manager
Co-managed night-shift operations in a 5-star, 401-room corporate and leisure hotel from 8pm to 8am.

Education

Diploma in International Hotel Management
Diplôme Culinaire d’Hôtelier Le Cordon Bleu
Swiss Hotel Association, International College of Hotel Management
Adelaide, South Australia (1998)
PRWRA
Gayle M. Howard -getinterviews@topmargin.com - Top Margin - http://www.topmargin.com