What Really Makes an Event Run Smoothly? A Behind-the-Scenes Chat with A Bay Area Event Pro

Written by: Dianna Candido

When it comes to planning events, there’s one key element that people forget to prioritize. 

It’s easy to let some things fall under the event planning radar when there are so many things to organize. There are the obvious big elements (venue, catering, entertainment, etc.). Then there are all the small details like determining which area will be best for the photo booth and what time you need cocktail hour to start. 

But the big one that should be on everyone’s list but often gets skimmed over? Production.

Production is a crucial piece of your event’s backbone. Light and sound are the components that really set the tone for your event and therefore should only be outsourced to companies that will deliver a professional and exemplary experience. 

SMS Productions at the Civic Center, SF

We recently sought out one of the Bay Area’s standout production companies to get the inside scoop on what goes on behind the scenes to make your vision come to life — and how to find a company that can make that happen.

From Vision to Event

If you’re like many people, you may not know what you need from an event producer. Sure, you know the general theme and vibe you’re hoping for, but you may not know which mic setup will be best or which lighting will give you that glow you saw at that event last summer.

The good news? You don't have to.  

We recently sat down with Steve, owner of SMS Productions. Steve was able to give us a glimpse of what goes into producing a seamless event that fits your vision.

The Gap in the Bay Area Market

Steven Moon is a trained pianist that spent over a decade of performing full-time. During this time, he noticed a big gap in the market: Poor equipment setups that resulted in subpar experiences for those in the industry and the guests trying to enjoy live shows.

Steve started simply helping his own band and other bands he was connected to in the industry, and quickly grew into a full-service AV company, SMS Productions. According to Steve, event producers often start as creatives like himself (pianist turned producer) because they understand the feeling that events evoke, not just the technical logistics.

Now, Steve knows exactly what goes into creating an event, from vision to execution. His company is built with a team of event specialists who focus on client relationships, professional AV support, and building relationships.

The Real Reason You Need Good Production

From our conversation with Steve, it’s clear that the most important thing event producers bring to events isn't flawless video integration or exceptional acoustics... 

It’s feeling.

Imagine the next event you're planning. Maybe it's a corporate mixer, a “fancy” happy hour with the crew, a wedding, or a holiday party. What comes to mind? Most likely your first thought isn’t the timing for the catering or whether the centerpieces are the right style.

As important as those can seem, feeling is what really comes to mind when you think of your event. Walking into a space where the energy and vibe are palpable is what you imagine first — regardless of the type of event.

SMS Productions at the Civic Center, SF

Good producers help manifest the vibe, energy, and emotion in events. So how do you know exactly what to look for when choosing a production company?

According to Steve, this is part of what they do as the producer. It’s their job to “listen to what [the client] is trying to do, what they want to see, what they want to experience,” he said. “A big part of bringing their vision to life is asking the questions they didn’t even know they needed to ask.”

Even if you don’t have the answers and you're not sure what you need from your event producer, a good event producer can extract the information they need from a client to create their vision. This includes things like up-lights, ceiling washes, mic styles, and speaker placement. 

If you've planned events before, you might know exactly what to ask for, like the fact you actually want a ceiling wash and not up-lighting. But for some, those terms may not mean anything. (Spoiler alert: Those are very different things and they definitely affect the mood!)

So how do you know you're getting the right thing from your event producer? They'll help you nail down your vision and bring it to life by asking you the right questions.

All the rest gets done behind the scenes.

Behind the Scenes of Seamless Events

Event producers do a lot of hands-on tasks behind the scenes, both ahead of time and on the day of to ensure a seamless event. If you’re looking to hire an event producer, ask them about these three key areas — they’re what make the difference between good events and great events.

1. Timing. Steve, owner of SMS Productions, told us that above all else, anyone planning an event should not hire an event production company that wants to set up last minute. Last-minute setups can result in shoddy connections, not enough time to test properly, and missed details.

   
   

“My biggest asset on these in in in these situations is time.” Steve said, describing what it takes to make things go seamlessly. “I like to come in early. I like to set up efficiently. I want my people to move with a relaxed purpose purposefulness. I want to set up efficiently and clean. Make sure [we] test things thoroughly. Do a good job at every point in that chain.” 

Clearly, timing matters — immensely.

2. Preparation. This doesn't mean just “prepping” for the event. We mean your event production company should come prepared with backup equipment for emergencies or “just in case” scenarios. It also means that they fully tested their equipment once in place to make sure everything runs smoothly the entire event. They’ll also be prepared with enough people in place for the event.

   
   

3. Adaptation. To last-minute changes, weather, timeline shifts, or venue constraints. In Steve’s world, venue constraints are real. Established venues sometimes have extremely tight load-in times, meaning even if the production company has a specific setup they typically do they're load-in time might require them to act much faster than they normally would. A great event producer will be able to adapt to the situations without negatively impacting the experience of the client.

   
   

For us as an event rental company, all of this makes sense. Especially the last-minute changes. Tenting, staging, and decor can't happen last minute. Permitting, layout logistics, and weather backups take foresight planning and a reliable team.

How to Choose The Right Event Producer

for Your Event

Gear matters, but people matter more. More than anything, look for an event producer like SMS Productions that fosters real relationships with their clients. 

“You can spend untold amounts of money and get the top-notch stuff. But it's about the people behind it all,” said Steve. “Relationships are everything in this business.”

At its core, SMS Productions is about trust and relationships, and that

Photo: Unica Party Rentals

translates into great experiences for the clients and his team. Steve focuses on hiring only people who can be client-facing, regardless of their role—each member of the team is prepared, respectful, and problem-solving.

For Steve, it’s simple: “Make your client feels taken care of.” If you’re in the industry, that’s how you build a successful business. If you’re planning an event and looking for a production team, this is the kind of business to look for — one that can provide professionally, but cares personally.

Planning An Event?

Now is the time to act. The earlier you bring in professionals to support you, the better and smoother your event will be.

If you’re starting from scratch or have a fully fledged vision, the right team can help you bring it to life. Reach out now — Unica and SMS Productions are here to help you create an unforgettable event.