Event planning: all you need to know about technical AV production

Image credits: Stéphane Sby Balmy/2023 Nissan European Partners Convention

When a brand or client approaches you with the vision of an event that will make a real impact on their audience and industry, you know your greatest ally in turning that brief—on paper or in your head—into an unforgettable experience is technical audiovisual production.

This ally, which often goes unnoticed at the end of the event, is responsible for creating the perfect atmosphere, fusing emotion with technology to keep the message in your audience’s memory. Technical AV production adds the perfect finishing touch to every successful event.

Can you imagine a hotel conference room, a trade fair or a product launch event, with a lighting design that strategically highlights the speakers? Or a speech amplified by a clear and powerful sound system that leaves each guest speechless? Or a supporting video that immerses the audience in the story you want to tell?

Each client is unique, and the technical audiovisual production must be unique as well. Therefore, here at Novelty Spain we have prepared a detailed guide to event organization from a technical production perspective to help you properly enter a field where creativity, innovation and AV technology come together to create memorable moments.

Let’s go through the fundamentals of event planning, the various types of events that demand expert audiovisual support, the intricate choreography of technical event production, the cutting-edge tools and technologies that bring every moment to life, and how to amplify your event’s impact through the power of marketing.

Our goal with this material is to help you make your events truly extraordinary, through a special focus on reaching increasingly demanding clients and an audience that is becoming harder and harder to surprise.

Index

What is event planning?
Steps to organise an event with your AV partner
Identify the right type of event
Event production: keys for creating unique events
The importance of selecting and optimising your AV equipment
Elevate your event with top-of-the-line event technology
Why event marketing is the final step to a successful experience

1. What is event planning?

Event planning includes the strategic organisation and coordination of all aspects of creating successful events. It involves selecting the right venue, the best partners, designing meaningful experiences and ensuring perfect logistics - a challenge that is magnified when you are organising an event somewhere else.

Event venues: select the perfect one for your event

Choosing the right venue is crucial to the success of your event. Explore various options, such as hotels, auditoriums, museums, rooftops, football stadiums, fairgrounds and unique venues, to find the perfect setting that fits your creative vision, technical feasibility, objectives and the target audience of your event.

Rooftop venues

Rooftop venues offer a unique setting for memorable events, combining stunning panoramic views with an exclusive atmosphere. Whether for corporate gatherings, brand activations or private celebrations, hosting an event under the open sky adds a special touch that elevates the experience. With the right technical set-up, rooftop spaces can become the perfect backdrop for unforgettable moments.

Hotel venues

Hotels offer facilities and versatility for events of all sizes. From conferences and business meetings to gala dinners, let us help you find the ideal hotel for your technical AV production requirements and audience expectations.

Museum venues

Museum venues offer a unique blend of elegance, history and cultural significance — the perfect backdrop for sophisticated and inspiring events. Whether for corporate functions, gala dinners or exclusive presentations, hosting your event in a museum adds prestige and a distinctive atmosphere that will impress your guests. With the right planning, these spaces can turn any occasion into an unforgettable experience.

Unique venues

Stand out by choosing unique venues that offer distinctive experiences. Whether it's a historic monument or an unconventional venue, find out how to choose a special venue that brings character and charm to your event.

Event design: how to create unforgettable experiences

Event design is about creating visually engaging and emotionally captivating experiences. Discover how technical audiovisual production can help you with creativity, decoration, lightning, sound, video, rigging and innovative concepts to create memorable events that resonate with your audience.

Event coordination

Efficient event coordination ensures a smooth execution and a perfect experience for your invitees. From planning timelines and budgeting to managing partners, on-site logistics and technical production, discover strategies for flawless event coordination.

Event decoration

Improve the ambience of your event with unique decorations. Explore how scenography design, decorative elements, lighting, colours, special effects, video mapping and more can transform spaces and connect with attendees.

Event logistics: key strategies for AV production and execution

Effective event logistics are essential to ensure everything runs exactly as planned. The goal is to make sure that all resources — people, equipment and materials — are in the right place at the right time. Without a solid event logistics strategy, even the most creative project risks failure.

One of the keys to seamless event logistics is having a well-coordinated team, where every member knows their role and responsibilities. Clear communication and precise coordination will help avoid last-minute surprises and make sure that the entire process runs smoothly.

It’s also wise to work with trusted external partners for the most complex technical set-ups. Relying on professional AV and event technology providers can make all the difference when it comes to delivering a flawless experience for your audience. After all, audiovisual equipment is a critical part of the event experience, and it simply cannot fail.

Events industry: technical AV production excellence for events in your sector

Discover how AV technologies, techniques and production elevate events in a variety of industries. From automotive, health care, fashion, beauty, hospitality, food and beverage (F&B)and energy to sports, financial, technology and retail.

Steps to organise an event with your AV partner

Working with an audiovisual partner is key to organising successful events. Experience, in-house and in-stock AV equipment, international experience, legal documents and financial health all play a part in making sure your event is remembered for all the right reasons.

Identify the right type of event

Before diving into the specifics of planning your event, it's important to clearly define your objectives and desired outcomes. What do you hope to achieve with your event? For example, are you hoping to foster connections, improve brand image, capture audience attention, create a shared experience, or promote a new product launch?

It’s just as important to define your target audience, as this will help you tailor your event's messaging, format and overall experience so that it resonates with the attendees. Understanding their demographics, interests and expectations will guide your decision-making process, ensuring that your event aligns with their preferences.

Ultimately, having a clear understanding of your goals and your target audience will guide your decision-making process and help you choose the most suitable type of event.

With this in mind, let’s explore a few different types of events to give you an idea of the various possibilities.

Corporate events for networking, collaborations and celebrating success

Corporate events are gatherings organised by businesses or organisations created to achieve specific goals, such as promoting brand awareness, educating employees or generating leads. These events can range in size and scope from small team meetings to large-scale conferences, and they can be held in a variety of locations, including company offices, hotels and convention centres.

Types of corporate events

Corporate events can be categorised into two different types, including:

Internal events: These events are primarily for employees, and may include company meetings, training sessions and team-building activities.
External events: These events are aimed at external audiences, such as customers, partners and the general public. Examples include trade shows, networking receptions and customer appreciation events.

When planning a corporate event, consider factors such as the target audience, how formal you want the event to be, your budget and the overall message you want to convey.

Product launches: best for showcasing innovation and captivating audiences

Product launch events serve as a platform to introduce a new product to the market, generating buzz and excitement among potential customers. These events, which fall under the umbrella of corporate events, often incorporate elements of storytelling, showcasing a product's unique features and benefits while creating a memorable experience for attendees.

If you are planning a product launch event, here are a few key elements to consider during the planning stage:

Define your budget and goals.
Consider the target audience, the product's competitive landscape and the desired level of exclusivity.
Choose a date that won't interfere with other events.
Select a venue and decorations that make sense for your product.
Create the right atmosphere with lighting, sound and visuals.
Develop a comprehensive media strategy to promote your event before, during and after the launch.

By following these tips, you can increase your chances of a successful product launch.

Workshops: best for hands-on learning and active audience engagement

Workshops are dynamic, hands-on sessions designed to encourage learning, collaborations and the exchange of ideas. Whether internal or client-facing, these events require AV solutions that support interaction — from clear sound systems to seamless video displays. Tailored technical production ensures that every participant can engage fully, whether onsite or remote.

Conferences: best for positioning your brand and building thought leadership

Conferences bring together industry experts and enthusiasts. Learn about key aspects of successful conferences in Spain and how expert audiovisual production can help capture your audience’s attention and deliver your message with lasting impact.

How to plan a conference with flawless AV production

Successful conference planning goes hand in hand with effective technical AV production. Coordinating lighting, sound, video and scenography is key to ensuring smooth presentations, increased audience engagement and a professional experience. By including AV production in your conference planning from the start, you guarantee that every technical element supports the event’s goals and runs flawlessly on the day.

Seminars: ideal for sharing expertise and connecting with key audiences

Seminars focus on knowledge sharing and expert presentations, often in formal or educational settings. They demand high-quality AV equipment to ensure clarity in both sound and visuals, supporting speaker-led sessions and audience interaction. A reliable technical set-up is key to creating a professional and engaging experience.

Theatre events: perfect for creating immersive brand storytelling

Theatre productions combine creativity with precision, relying on lighting, sound and visual effects to enhance the performance. Professional AV production helps bring each scene to life, making sure that the audience enjoys a seamless experience that matches the artistic vision. Every detail matters when transforming a stage into an unforgettable show.

Cultural events: best for strengthening brand identity and community ties

Cultural events celebrate creativity, heritage and artistic expression — and each one comes with unique technical demands. Whether it’s a festival, exhibition or performance, tailored AV production is key to improving the audience experience and respecting the creative vision. If you want to learn how to plan these events from a technical perspective, check out our step-by-step guide to organising cultural events.

Social events: a powerful way to build lasting relationships and brand affinity

From private celebrations to large-scale galas, social events bring people together to share special moments. Behind every memorable event is a well-planned AV production — from sound and lighting to staging and visual effects — that elevates the atmosphere and creates lasting impressions. Choosing the right technical partner is key to turning any social gathering into an unforgettable experience.

Sporting events: perfect for boosting brand visibility and fan engagement

Technical audiovisual production in sports events is key to transforming the passion for sports into an experience for both live audiences and remote viewers. Flawless execution of lighting, sound, giant screens, cameras, and live broadcasts ensures that every moment – from victories to celebrations – is captured with precision and energy.

International events: a smart move to expand reach and showcase global presence

International events involve complex logistics, diverse audiences and high expectations for a flawless execution. AV production must meet global standards, ensuring seamless communication across languages and cultures, whether for conferences, summits or global brand activations. Working with an experienced technical partner helps guarantee consistency, reliability and a professional experience in every country.

Virtual events: best for global engagement and immersive experiences

Virtual events have emerged as a powerful tool for connecting with audiences worldwide, offering flexibility, accessibility and cost-effectiveness. These events can range from webinars and online conferences to interactive workshops and virtual tours.

Virtual events offer cost-effectiveness, inclusivity and greater engagement compared to traditional events. However, it’s essential to carefully plan the technical elements of your virtual event. This includes making sure that you have a strong internet connection and a reliable virtual event platform, as well as a top-notch camera, microphone and streaming encoder. It is also important to have a plan for what to do in case of unforeseen circumstances. Above all, consider the overall user experience throughout each stage of your virtual event.

Livestream events: the key to real-time connection and interactive engagement

Livestream events offer an immersive experience in real-time, allowing audiences to connect to the event from anywhere in the world. These events can range from concerts and performances to product demos and educational seminars. Ultimately, livestream events are all about capturing attention and creating a shared experience.

When planning a livestream event, consider factors such as the choice of streaming platform and the technical equipment you will be relying on during your event. This includes a good internet connection, a camera, a microphone and encoding software. It’s also important to run through your event in advance to make sure that the live event takes place without any issues. Finally, don’t forget to promote your event and monitor the stream carefully during the broadcast.

Hybrid events: the ideal format to maximise reach while keeping live impact

The fusion of in person and virtual events requires precision, creativity and top-tier technical AV expertise. By integrating advanced audiovisual technologies, livestreaming, and interactive tools, hybrid events can deliver dynamic content to a global audience while maintaining high production standards, breaking down all geographic barriers.

Event production: keys for creating unique events

Creating a unique and memorable event requires more than just a great idea. It takes careful planning, precise execution, and meticulous attention to detail. It’s also essential that you use the right equipment to set the scene and ensure set your event up for the success of your event. This includes selecting the right event lighting, rigging, and sound systems. These aren’t just technical details, they are integral components of event production that play a crucial vital role in creating unique and memorable experiences. By understanding and using these elements effectively, event producers can transform any event into a captivating and unforgettable occasion.

Let’s explore these key elements of event production in a bit more detail.

Set the stage with event lighting

Lighting is an essential element of event production, capable of transforming a space by creating a specific mood or ambience. It can be used to highlight key elements, draw attention to specific areas, and evoke emotions in the audience. Whether it's the subtle glow of ambient lighting or the dramatic impact of spotlights, event lighting can have a significant impact on the overall experience of an event. Make sure you choose the right lighting for the type of event you are organising in line with the look and feel of the venue you have chosen. If in doubt, always seek professional assistance for expert advice and execution.

To achieve the best results, expert lighting techniques are essential — from choosing the right fixtures to mastering control systems and programming. A professional lighting team combines creativity with technical precision to bring each event space to life and ensure a flawless visual experience for every guest.

Integrate event sound and lighting

When you plan the lighting for your event, it’s important to make sure it integrates well with your audio equipment. This includes double-checking your sound reinforcement systems, microphones, and playback devices. Integration is important because lighting and sound should work together to create a cohesive and immersive event experience. Essentially, lighting can enhance the impact of sound by creating visual cues and highlighting specific moments, while sound can complement the lighting by adding depth and emotion to the overall atmosphere.

To effectively manage event sound and lighting, make sure you consider the event type, venue characteristics, and your recording requirements. Employ high-quality sound equipment, including speakers, microphones, mixing consoles, and audio cables. For lighting, choose appropriate fixtures, trusses, control systems, and cables. By carefully considering the interplay between lighting and sound in this way, event producers can create a truly unique and memorable experience for their attendees.

Ensure health and safety and secure rigging

Every successful event starts with a solid event safety plan — a crucial step to protect your audience, staff and production team. From risk assessment to technical coordination, a safety plan helps prevent incidents and ensures everything runs smoothly.

As part of this strategy, rigging plays a vital role in both the visual impact and overall safety of the event. Rigging involves the safe and secure installation of structures, equipment, and decor to enhance your event's visual and audio appeal, from suspending speakers and lighting trusses to building stages and backdrops and improving overall sound quality. Rigging ensures that all elements are properly supported and secured, preventing accidents and ensuring the safety of both attendees and event personnel.

Above all, when choosing an AV partner for rigging, make sure they are experienced, qualified and insured. Ask around for recommendations, check online reviews, compare quotes and confirm licensing and insurance. Once you’ve created a shortlist, learn more about their experience by researching similar events, establish lines of communication, and prioritise professionalism. By following these guidelines, you can secure a reliable AV partner for safe and effective event rigging.

Elevate your event experience with professional video production

Video is one of the most powerful tools in event production — whether for live broadcasting, on-site screens or post-event content. A high-quality event video production service ensures professional visuals, seamless integration with other AV elements and a positive viewing experience for both live and virtual audiences.

To make the most out of any video project, it’s helpful to understand main video terms used by technical teams. Knowing these terms makes communication easier and helps you get the exact results that you were hoping to achieve.

The importance of selecting and optimising your AV equipment

From the subtle nuances of lighting to the captivating rhythm of audio, AV equipment plays an essential role in transforming ordinary venues into extraordinary event spaces. Whether it's the gentle glow of stage lights illuminating a speaker's presence or the heart-pounding energy of a music festival, the AV equipment you rent should serve as the invisible force that guides attendees through a journey of emotions, captivating their senses and leaving a lasting impression long after the event ends.

Here’s everything you need to consider in terms of AV equipment when you organise an event.

Secure a partner for event equipment rentals

Securing a reliable audiovisual partner for event equipment rentals is fundamental to ensuring a seamless execution, top-of-the-line technical support and a successful overall event experience. It’s the central element that can make or break your event, directly impacting its success and the satisfaction of your attendees.

For instance, a good technical partner can assist with planning, setup and equipment breakdown and will help your event run smoothly by handling technical details including sound systems and lighting. A reliable technical partner is also a problem solver – if any issues pop up during your event, they can fix them fast. This results in far less stress for you when inevitable glitches arise and ensures a great experience for both you and your guests.

Moreover, the success of an event is often measured by the overall experience it provides. A reliable audiovisual partner contributes significantly to this success by enhancing the sensory elements of the event. Whether it's crystal-clear audio, captivating visuals or immersive lighting, their expertise elevates the overall atmosphere, leaving a lasting impression on participants. That being said, it’s important to choose a reputable company that offers a wide range of equipment and technical services. This includes not only cutting-edge sound systems and intricate lighting designs, but also a team that excels in planning, setup and equipment breakdown.

Why high-quality sound equipment is key to creating a powerful listening experience

To the same effect, the sound equipment you choose for your event plays a pivotal role in shaping the auditory experience for attendees. Keep in mind that audio equipment is not just about amplifying sound--it directly influences the clarity, richness and overall quality of the listening experience. Opting for high-quality speakers, microphones and audio processing equipment increases the impact of speeches, presentations and musical performances. Additionally, a thoughtful choice of sound equipment contributes to the overall atmosphere, guaranteeing that every word is heard clearly, and that every musical note resonates with the audience, elevating the overall enjoyment and engagement of your event.

Here are a few tips to help you find the best sound equipment for your event:

Collect quotes from multiple suppliers, and make sure to consider their experience and expertise.
Visit supplier warehouses to assess their capabilities and equipment.
Schedule sound checks beforehand to verify equipment functionality and sound levels.
Ensure all batteries are charged and bring backups of critical equipment.
Make sure equipment is well-maintained, and that you hire enough audiovisual resources for the size of your event.

Choose the correct projection screen

From impactful presentations to immersive cinematic experiences, projection screens deliver impactful visuals that engage and inform. They are the silent storytellers of your event, creating atmosphere and emotion through light and visuals.

Here are a few things to consider before selecting a projection screen for your event:

Selecting the right screen material is crucial, as reflectivity, colour accuracy and viewing angles will all have a big impact on image clarity. Make sure you match the reflective surface to the ambient lighting conditions and the type of content you want to project.
The resolution of your screen will also have an impact on your visuals, especially in data-heavy or highly detailed presentations.
Review aspect ratio compatibility to prevent distortion. Widescreen formats are best suited for cinematic content, and standard formats are best for traditional presentations.
Make sure the brightness and contrast capabilities of the projector suit the size of your venue size and lighting conditions.
Projection screens and LED screens are both popular choices for events. Projection screens are more affordable, easier to transport and more versatile. LED screens offer high-definition image quality and increased connectivity. The best choice for your event depends on the size of the venue, ambient lighting and budget.

When it comes to installation, account for audience sight lines and venue layout to ensure optimal visibility.

Choose an AV supplier that offers technical expertise and support services

AV suppliers play an indispensable role in bringing events to life. They serve as the bridge between creativity and execution, transforming ordinary spaces into extraordinary experiences. Moreover, an AV supplier provides the expertise and technical support you need to ensure technical alignment and audiovisual harmony. That’s why it’s so important to choose the right supplier for your event. Choosing the wrong path at this stage could leave you with numerous challenges, from sound system hiccups to visual glitches.

Here are some tips to help you make the right decision:

Choose an AV supplier with experience in the type of event you are hosting.
Make sure the AV supplier has all the equipment you need, including lighting, sound, video, rigging, scenography, audiovisual content creation, audience-speaker interaction tools and 3D rendering.
Choose an AV supplier with their own equipment, as this will ensure a higher level of reliability, consistency and control over the technical aspects of your event.
If your event is being held internationally, verify that the AV supplier works in other countries.
Make sure the AV supplier has all the necessary legal papers. This includes licenses, permits and insurance to guarantee compliance with regulations and protect against unforeseen liabilities during your event.
Visit the AV supplier's facilities to get to know them better and test out their equipment in person.

Elevate your event with top-of-the-line event technology

Event technology is a broad term that encompasses all the tools and techniques used to plan and execute an event. It includes everything from the software used to manage registrations and ticketing to the hardware used to capture the attention of your guests.

In terms of the latter, there are two indispensable tools that will help you leave a lasting impression in the minds of your audience: virtual stages and augmented reality.

For example, if you are organising a virtual event, you can use event technology to create a hyperrealistic virtual stage. These stages transcend traditional boundaries, offering dynamic settings that enhance the overall visual experience. On the other hand, if you are creating an event in the real world, you can use augmented reality to add digital elements to your venue’s physical stage. This can be a great way to generate buzz around your event, helping you create a memorable and engaging experience.

Consider video projection & video mapping to enhance visual storytelling

Video projection, which involves displaying images or videos onto a screen, is widely used for presentations, conferences and product launches, enhancing visual storytelling and amplifying the impact of messages. It's also employed for outdoor events, creating large-scale projections that captivate audiences.

Video mapping, on the other hand, is a 3D projection technique that takes event technology to the next level, projecting visuals onto three-dimensional surfaces and transforming buildings, stages and even natural landscapes into breathtaking works of art. It is a complex process that involves scanning, modelling, content creation and testing.

Both video projection & video mapping technologies have revolutionised event production, providing a dynamic and immersive canvas for creativity. Consider the unique goals and requirements of your event to determine which type of event technology would take your visual storytelling elements to the next level and captivate your audience.

Why event marketing is the final step to a successful experience

An outstanding event isn’t just about flawless execution — it’s about creating connections that last. That’s where event marketing comes in. An event marketing strategy is an indispensable tool to amplify the visibility of your event through various online and offline channels, captivating potential attendees and building that all-important sense of excitement and anticipation. The right strategy should help you connect with your target audience, build brand awareness and generate ticket sales.

Best of luck with your event. May it be an extraordinary and memorable occasion that exceeds all expectations!