Event Management

The next course will commence in early 2023.
Sign up for our email list to be the first to get notified when registration will be opening.

The Event Management Course is designed to assist bookstore owners, booksellers, and key staff in learning how to develop a successful store events program. We include a wide variety of event types including author events, author visits to schools, festivals, school book fairs, virtual events, creative non-author events, and building event partnerships with other businesses. We also teach students how to write effective Edelweiss event grid pitches, how to create a publicity/press kit, and how to work with publicists. From the very beginning of the course we emphasize collecting data to understand your store, staff, demographics, and budget so the event program is built through strategic planning.

Space in this certification class is limited to 30 people. Only one person at a time from a store may apply to attend.

Our 2023 Course Instructors

Dean Elliott batTzedek, Events Manager, Main Point Books, Wayne, PA & Administrator, Professional Booksellers School

Kit Little, Certified Professional Bookseller (CPB), Owner, Little Extra LLC & Executive Administrator, NAIBA, Barre, VT

Molly Olivo, Book Buyer/Event Coordinator, Child’s Play, Washington, DC


Course Objective

Implement best practices for scheduling, planning, and hosting in-store and offsite events including creating an event management role, training staff, creating a publicity kit, submitting event requests, marketing the event, and using metrics to track and measure the success of store events.

Course Components

This module will consist of live classes via Zoom, office hours, and a live publicity speed dating event. Homework is assigned for each class. Students are expected to attend the live classes and finish and pass all homework to be certified.

Major Project Deliverables

Data-based Six-Month Strategic Plan, Event Data Management System, Publicity Kit, Final Presentation of a complete Event Case Study.


Class 1: Welcome, Syllabus, Getting Started

Class 2: Elements of a Successful Events Program

Class 3: Using Data for Strategic Planning

First Round of Office Hours

Class 4: Live Presentation: Your Six Month Strategic Plan

Class 5: Event Program Management Systems

Class 6: Managing Individual Events

Class 7: Hospitality: "Tying the Bow" & Other Soft Skills

Class 8: Marketing and Promotional Systems

Class 9: Publishers Panel

Class 10: How to Prepare a Publicity Kit

Second Round of Office Hours

Class 11: Live Presentation: Your Publicity Kit

Class 12: Publicity Speed Dating

Class 13: Virtual Events

Class 14: Building Success Event Partners

Class 15:  School-Focused Events

Third Round of Office Hours

Class 16: Required Live Presentation: Event Analysis Final Project

Learning Outcomes

As a result of this course, you will have the knowledge to:

  • Identify the kinds of events that work best for your store’s market demographics, square footage, staffing resources, partnership options, and community goals.
  • Plan a balanced events schedule that works for your staff, store, and customer base.
  • Implement best practices for scheduling, planning, ticketing, and hosting a combination of in-store, off-site, and virtual events that work specifically for your store.
  • Implement best practices for promoting an event.
  • Identify the criteria for the event planner role.
  • Train key staff members on how to support all types of events that are relevant to your store.
  • Establish and use a metrics system to track and measure the success of your store’s events.
  • Create a publicity kit that will highlight your store’s event programs.
  • Know how and when to use the publicity/press kit to submit author requests to the publishers and their publicity departments.
  • Approach potential event partners to increase options for event space, production, or promotion.
  • Know how to write and submit a compelling event request using Edelweiss+.
If you have questions or need assistance, contact administration at hello@professionalbooksellers.com.

Upcoming Courses       Recorded Courses