Event brief: the template to send to your suppliers

Why write an event brief?

The brief is first and foremost for you: writing it forces you to settle questions that have remained vague internally, such as the real budget, the exact audience or the level of formality. Next, it is for your suppliers: with the same information, they will make you comparable proposals. Finally, it serves as a reference in case of disagreement: what was asked for is in writing.

There is no need for a twenty-page document. For a party, a seminar or an opening, two or three pages are enough if each section is filled in precisely.

What should an event brief contain?

Attach anything that helps suppliers picture the event: photos or a floor plan of the venue if it is already booked, the programme from the previous edition, your brand guidelines, and one or two examples of events you liked. These are often worth more than a long paragraph.

Should you state your budget in an event brief?

Yes. Many companies keep it quiet for fear that suppliers will “fill the envelope”. In practice, an undisclosed budget produces unusable proposals: one twice too expensive, another too modest. Giving a range lets everyone propose the best they can do within that framework, and you can compare like with like. As a benchmark, a turnkey corporate party in Marseille costs €65 to €130 per person based on agency quotes; our guide to the corporate party budget breaks down the items.

What questions should you ask event suppliers?

Add to your brief a list of points that every response must address. You will get genuinely comparable quotes:

• A breakdown of prices item by item, and what is included or not (delivery, installation, extra hours, travel).
• Is the price excl. VAT or incl. VAT, and does VAT apply?
• Any management fees: an agency often charges 6 to 10% of the budget on top of the services.
• Are the suppliers employees, members of a network or subcontractors?
• Insurance: professional liability insurance, with a certificate available.
• The deposit required (often 30 to 60%) and the cancellation terms.
• The name of the person who will be there on the day.

To analyse the responses, our article on comparing event quotes offers an assessment grid.

How to write a brief for each supplier

Once the suppliers have been chosen, each one needs an operational brief, shorter but more precise about their part. It should reach them no later than two weeks before the event.

1. Logistics: exact address, vehicle access, parking, lift or stairs, permitted set-up time, breakdown time.
2. Running order: the timed schedule and the key moments when the supplier is involved (speeches, awards, opening the dance floor).
3. Audience and atmosphere: age, expectations, music styles to favour or avoid, level of formality.
4. Technical resources available: electrical power, the venue’s sound system, wifi, dedicated space.
5. Contacts: the name and number of the person on site, and the venue’s contact.
6. Admin: purchase order, balance, insurance certificate if the venue requires one.

What mistakes make an event brief useless?

• A vague objective (“a lovely evening”): it does not help you choose between two proposals.
• Unclear numbers: “between 50 and 200 people” changes everything, from the venue to the caterer.
• Constraints discovered later: venue hours, wheelchair access, restrictions from management.
• Too short a response time: three days produce generic proposals; ten days allow for a site visit and real thought.
• Different versions for different suppliers: everyone must receive the same document.