Forbes

Background & Goals
Approach
Results
Products Used

Cathi Culbertson knows a thing or two about event logistics. As Vice President of Event Marketing & Conferences for Forbes in New York City, she manages a team that produces over 200 unique programs a year, meaning her time is an invaluable resource.

Woman wearing striped shirt working on laptop and drinking coffee on wooden table in a modern office.

BACKGROUND & GOALS

Cathi and her team began using Cvent Event Diagramming (formerly Social Tables) in 2013. Before using the automated solution, her team struggled with manual processes that took up valuable time. "Before Event Diagramming, I did everything in an Excel sheet," Cathi notes. "Diagramming was done by designating each cell as a five-by-five area, and we would waste hours figuring out something as simple as table setting."

APPROACH

In need of a time-saving, accurate diagramming solution, Cathi turned to Cvent Event Diagramming. An early test run of the software saved her team from a would-be disaster. "After inheriting a multi-city touring series from an outside firm, my team deployed to review each of the contracted spaces," she offers. "Upon arrival in San Francisco, we realized the diagram the venue assured us was possible didn't add up; I had my team map out the room in Event Diagramming, which confirmed my fear that the venue had oversold its capabilities." As a result, Forbes moved their event into an alternative space in the hotel. This allowed their team to mitigate a potential catastrophe.

A split screen with a floor plan on the left and a rendered ballroom on the right.

As Cathi and her team were in the process of planning an event in Chicago, where Forbes was using Event Diagramming to plan programming at the J.W. Marriott, they were able to detail the space fully. "We have each floor broken down, and have diagrammed each individual space on Event Diagramming," she says. "From the location of charging stations to where the mic runners will be standing, we throw everything but the kitchen sink at Event Diagramming."

RESULTS

While they can't do everything (yet), Cvent prides themselves on reacting to customer feedback. When Forbes realized they needed a table style that was not offered in the software, Cathi reached out to the team.

She offers, "We needed a crescent round option, and quickly it was done. The Event Diagramming team does an amazing job of listening to our needs by suggesting alternate options or creating new features, and they do it in the most pleasant manner." They felt truly empowered to not only meet the requirements for the event but also rely on their relationship with the Event Diagramming team to improve offerings.

As they look towards the future, Forbes is eager to continue utilizing the tool to drive time savings and efficiencies for the organization. The Event Diagramming solution not only ensures a quick process for the internal teams, but also offers a great point of reference year over year. This means they can improve efficiencies on a continuous basis. They look forward to the continued partnership with Cvent in the near future and beyond as they continue to grow their program's success.