Why a Good Brief is the Foundation of a Successful Event?

It's 9:00 AM, your event is just beginning, and you already see the first guests wandering around the reception area. The hostess looks at you questioningly – she doesn't know where the name badges are, which room is the "main hall," or whether that gentleman in the suit is a VIP or a regular attendee.

Sound familiar? This is exactly the difference between an event with a good brief and one without.

Hostesses are your first line of contact with attendees. They create the first impression, answer questions, and solve guests' everyday problems. But to do this effectively, they need to know exactly what you expect from them and how their work should look.

When and How to Deliver the Brief to Hostesses?

Timing is crucial. The best moment is 2-3 days before the event. Why?

• Too early – hostesses may forget details or last-minute changes may occur
• Too late – they won't have time to prepare and memorize the information
• On the day of the event – it's already too late for calm familiarization with the materials

Delivery format should be practical:

• Send the brief in PDF format via email
• Make sure it can be easily printed or saved on a phone
• Use clear formatting with bullet points and headings
• Include diagrams or maps if the venue is complex

  What Must a Hostess Brief Include?

  Basic Information

  Start with the fundamentals. Every hostess must know:

  Schedule and logistics:

  • Date, working hours, and meeting point
  • Event coordinator contact details (name, surname, phone number)
  • Dress code and any costume changes during the day
  • Information about meals and breaks

  Event character:

  • Type of event (conference, congress, trade fair, promotional event)
  • Attendee profile (doctors, engineers, B2B clients, VIP guests)
  • Whether the event is paid, closed, or open to all
  • Expected number of participants

  Scope of Duties – Specific and Clear

  This is the heart of your brief. Describe exactly what hostesses should do:

  Registration and welcome:

  • How the participant registration process works
  • What materials to distribute (badges, bags, brochures)
  • How to verify participants (list, system, QR codes)

  Support during the event:

  • Directing guests to appropriate rooms
  • Assistance with cloakroom or distributing translation equipment
  • Informing about the program and schedule changes
  • Pointing out locations of restrooms, information points, networking areas

  Example of specific description: "From 8:30 to 9:15 – registration at the main entrance. You distribute badges from the alphabetical list, bags with materials, and inform about the 9:30 start in Hall A. People with red badges are speakers – direct them to the VIP area on the first floor."

  Venue Map and Key Locations

  Even experienced hostesses can get lost in a new place. Include:

  • Layout diagram of halls, reception, cloakroom, restrooms
  • Markings for catering areas, VIP zones, technical areas
  • Evacuation routes and emergency exits
  • Places where hostesses should stand at different times of the day

Frequently Asked Questions – Prepare Answers

Every organizer knows that some questions repeat like a mantra. Prepare hostesses for the most common ones:

Typical participant questions:

• "Where can I pick up my badge?"
• "When does the lecture on [topic] start?"
• "Will simultaneous translation be available?"
• "Can I still register for the event?"
• "How do I get to Hall B/catering area/parking?"
• "Where can I find information about speakers?"

For each question, provide a specific, ready answer. Hostesses will be grateful, and guests will receive consistent information.

Emergency Procedures – Just in Case

No one wants to think about problems, but preparing for them is a sign of professionalism:

• What to do when a participant gets lost or feels unwell
• How to handle someone without a badge or not on the list
• Contact number for decision-maker, security, medical services
• Procedure in case of alarm or evacuation
• What to do with lost items

Checklist Before Sending the Brief

Before sending the brief, check if:

✓ Language is simple and understandable (avoid industry jargon) ✓ Contains current contact number to you or coordinator ✓ Can be easily printed or saved on phone ✓ Venue diagram or map is attached ✓ All times and locations are current ✓ Brief has logical structure and is reader-friendly

Summary – Peace of Mind on Event Day

A good hostess brief is an investment in your event's success. It's not additional bureaucracy, but a basic tool for every professional organizer.

Remember: hostesses are your event's eyes, ears, and smile. When they're well-prepared, you can focus on strategic tasks, and participants receive top-level service.

Clear brief = calm event manager. And a calm event manager means a successful event for everyone.

About the author

Tomasz Chrościechowski

Founder and Managing Partner at CONREGO. Since 2010, he has been developing the event registration system, combining technology with the practical needs of event managers. In his articles, he shares insights from hundreds of implementations and shows how to design the registration process with intention and clarity.