Lingo...know the inside language

There is nothing worse than looking like an idiot in front of a bunch of people. Fortunately for me, I'm not referring to myself. I'm actually writing about one of our liquor sponsors for a recent event. I was stunned by the beautiful, young woman that emerged from the elevator for a final walk through at a recent event. I was discussing the branding options for her company and showing her the bar space. I thought I was speaking to a young, ambitious woman who had worked her way into this company...you know intern, assistant, coordinator, and now pr manager...but the minute she opened her mouth I realized I was speaking to Daddy's little girl who got the job straight out of college. As you will come to learn, in this industry, you will run into this type of PR professional quite often. In this case, it was obvious that she had never worked in PR or events before (she probably majored in some general study program and decided that she did in fact want to do something when she graduated - just like her friends. It's called a job, honey). She stared at me as I repeated words that seemed to fascinate her. She repeatedly asked me to remind her what certain things meant. All respect for this woman was lost. I made a mental note to always ask for this rep because she won't ever ask for any additional signage at an event (if she even knows what that means).

The quickest way to spot an fake is if they don't know the lingo. So now you're thinking, do I know this inside language? Well, whether you do or don't let me go over the basics so at least you can try to hold your ground and know your options when someone is whizzing you through a venue...

Red Carpet: Almost every major event has one, even if it is small. The red carpet is the entry that all VIP/celebrities must walk. Red Rope/Stanchions go hand in hand with the red carpet. You've been to a club so you know what red rope is, the stanchions are just the poles that hold them up.

Step and Repeat: Most of the time this is the backdrop to a red carpet (see picture on the right). This usually runs the length of the red carpet and is where photographers/interviews take pics. It always has the logos to the major sponsors so that when a photo runs in People (for example) the image of the celeb will also have the logo of the companies sponsoring the event.


Branding: Put your company logo, image, icon, name, or URL on something (cocktail napkins, glasses, rugs, anything).

Sponsors: This word refers to a variety of things. Paid sponsors either pay a large sum of money to be connected to the event and in return they get their logo on signage, banners, table toppers, program, credits, step and repeat, etc. The second type of sponsor is a barter sponsor. This sponsor provides something to you for the event (liquor sponsor provides vodka, wine, etc.). Generally you negotiate with the sponsor as to what they will receive in return. A mention in the program, signage, step and repeat, web link, or nothing. Often times a sponsor simply gets to show their product at the event or simply gets to brand what they give (such as a print sponsor can brand the tickets). Note: the term sponsor and what you get/give really depends on the event. Trade shows/conferences usually have set sponsor opportunities and clearly delineate what you will receive for what you sponsor (aka the breakfast break, the gift bag sponsor, etc.)

Gift bags: This is the item everyone speaks about before the event (in anticipation) and after the event in excitement or disappointment. A company hosting an event generally never pays for the items in the gift bag. Usually consumer product companies are dying to get in gift bags in order to get their products into the right hands. However, recently there has been a crackdown on gift bags and taxes. It's good to keep on top of this new information - click here.


GOBO: This is when a light projects your company logo/image on a wall (see pic on left). Typically it is the company logo but Gobos can come in all forms, event if it is a pattern or custom textured lighting. This is cheap way to brand an event and it looks great. You can project on a wall, floor, or pool.

Sanitation Area: This is the area that the caterers/bartenders desperately need. When scouting a venue make sure that this area can be created or exists. This is where waitstaff swap out dirty glasses for clean ones, where god forsaken nasty trays are stored until the end of the night. Extra everything is kept here: ice, soap, cups, napkins, etc.

Fireguard or Fire Marshal: Know this word and know it well. This is one of the quickest ways to get shut down. I try to save costs and make sure ahead of time that the security that I hire are also certified Fireguards or marshals. The number of certified peeps that you need at an event usually depends on the number of people attending an event.

Evite: you probably know this word already too. Most companies are opting to send evites as opposed to or in conjunction with hard invites. Some companies actually send hard invites to VIPs and evites to GA.

VIP area: Everyone knows what this is. There should always be some area for celebs/execs to escape to.

Pin Point Lighting: basic lighting term that is down lighting on a specific area to call attention or highlight that area.

Passes: There are different types of passes. These allow people access to different areas. There are usually crew passes, all access passes (you can often cut these out if you need to save $), VIP passes, press passes, and security passes.

PA: I've said this before, but this is a production assistant. If you haven't hired them for your event/show yet, then get on the phone. They're not expensive, it's a learning experience for them, and they do anything you need them to.

Room Drop: I love this word. It gets me excited every time I hear it, especially if I get to be a part of it. Room drops usually occur in hotels that you have talent, celebrities, or attendees staying. It's either a thank you gift (bottle of wine and card, etc.) or a general branded item. It can be anything. You pay the hotel ($2-$4) per room to leave a basket, item, letter, etc. in a particular place in the hotel room between particular hours. I love to drop unique, fun, yet luxurious items.

Other words you probably know by now:

• Caterer
• Coat Check
• Bartenders
• Bathroom Attendees
• Contracts
• Vendors

I'm sure there are more, but these are the ones off the top of my head.