Unit 2


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Event Management Feasibility and concept

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Unit 2

  1. 1. UNIT.2- CONCEPTS, DESIGNAND FEASIBILITYDeveloping the ConceptAnalyzing the ConceptDesigning the EventLogistics of the conceptKeys to SuccessSWOT Analysis
  2. 2. 3. Don‟t give front line managersenough toolsCompanies that domotivation right providetheir managers with:• Motivational Training (e.g.,“How to Motivate 101”)• Discretionary RewardPrograms• Easy to Use Reports• Motivational Support fromhome office• “On the Spot” Awards
  3. 3. Five Critical Stages in EventManagement Process Event management is the application of projectmanagement to the creation and development offestivals, events and conferences which involvesplanning, creatively organizing and executing anevent. All successful events have five criticalstages in common to ensure their consistenteffectiveness; they areresearch, design, planning, coordination &evaluation
  4. 4. Research
  5. 5. Research is one of the utmost importantstages of any event, excellent eventresearch reduces risk. The better researchconducted prior to the event, the morelikely is the planned out come for theorganizers. Research helps to pinpoint theneeds, wants, desires & expectations ofthe prospective Targeted group. The moretime devoted to research helps reducetime &money at later stages. Researchhelps in understanding the5 W’swhy, what, when, where & who. Thesequestions help in producing consistently
  6. 6.  WhyWhy means, why you want to organize theevent i.e. event objective. What do you want toget from the event? For e.g.: do you want toorganize the event to enhance your companysbrand image, to increase companys sales, topromote your clients products/services or topromote a social cause etc. Defining eventobjectives at the very start of event planning isvery important as it gives you the direction inwhich you should proceed to accomplish yourobjectives. Organizing an event without clearobjectives is a huge waste of both time andresources.
  7. 7.  WhatWhat means what you are going to do in the event i.e. what will be the:Event Name What will be the name of the event? For example: „BKK".Food and Beverage Menu It contains the list of food items andbeverages you will serve during the event to guests and targetaudienceGuests Profile who will be your chief guest and other guests? Yourguest list must include organizers, sponsors, partners, clients andspecially media people. Use your imagination to create good titles towoo your guests. Like Guest of honor, star guest etc. Never givespecial treatment to one particular guest or guests group.Type of Entry Decide how will be the entry. Entry will be by ticket, passor invitation only.Entry fees What will be the entry fees? If you are going to charge entryfees, then be prepared to pay entertainment tax. Your entry fees shouldbe according to your target audiences status. If you overcharge youwon‟t get any audience.Promotional Campaign How you are going to promote your event,organizers, sponsors, partners and clients: - pre-event, at-event andpost-event.Program Menu It is the list of various activities that will occur as a partof the event.Event Budget to determine your event budget finds out what will be
  8. 8.  WhenWhen you are going to organize the event (i.e. date andtime)? Keep following things in mind while selecting dateand time for the event:1) Select date and time according to target audienceconvenience and availability. For e.g.: dont organizeevents during work days, examination days or festivaltimes. The best time to organize events is duringweekends like Saturday or Sunday.2) Make sure that your events date and time, dont clashwith other events date and time specially bigger eventsdate and time. For e.g.: it is not a good idea to organizeyour music concert on a day when there is Bon Joviconcert.3) Keep climatic conditions into mind while selecting dateand time for your event. It can be disastrous to organizeevent outdoor on a day when the weather is stormy orheavy rain is expected. Here you can take help of yourown experience if you are familiar with the climaticconditions of the region where you intend to organize theevent or you can take the help of the meteorological
  9. 9.  WhereWhere you are going to organize the event(i.e. venue)? WhoWho will be your organizers, sponsors,partners, clients and target audience? Howmany target audience you are expecting tovisit the event and why? You must havevery good reason to this Why as you willhave to convince your prospectiveorganizers and sponsors that why particularnumber of people will attend the event.
  10. 10. Design
  11. 11.  Once the research is completed, it gives theevent manager a thorough understandingabout the event, which makes his job easierin designing the events. Designing is one ofthe most critical stages, since this is a stagewhere event planners need to conceptualizevisually &understand the minute detailingrequired for the event. Innovation is the key indesigning your events for the clients. The culture of the organization plays animportant part in designing of an event.Making the perfect match through needsassessment & thorough analysis help youdetermine how to satiate these needs, youare well prepared to confirm the finalfeasibility of your event design.
  12. 12. Planning
  13. 13.  Once the event is designed then starts the planning &scheduling of those events. It is one of the longest periodof time in the event management process. It is due tothe disorganization due to frequent change in the plan,resulting to substitution, addition or even deletion & allthis can due to poor research & design. Ideally, the betterthe research & design, the simpler & briefer the planningperiod be. It is essential for an event to have smoothplanning process which is only possible if the research &design is done carefully & the procedures are followedsystematically. The planning phase involves using the time/space/tempo laws to determine how best to useyour immediate resources. These 3 basic laws willaffect every decision you make; how well you make useof them will govern the final outcome of anevent.(1) Approval of event TimeSpace (2) Select venue to match time restrictions(3) The
  14. 14. AcquireBondChallenge &ComprehendDefendCo-ordination
  15. 15.  The execution phase is also known ascoordination. As the light turns green, thetempo accelerates & you are now faced withcoordinating the minute-by-minute activities ofthe event itself. The ability to make gooddecisions is a key in this stage. An eventmanager needs to make thousands ofdecisions. Event managers should have apositive attitude & see problems as challengesin search of the right solution. Critical analysisneeds to be done to every challenge thatcomes your way. A pre execution check listsneed to be prepared to make a smooth flow ofevent. It is critical to have checklists for, on the
  16. 16. Evaluation
  17. 17.  The first phase research is connected to thelast phase evaluation. In this stage the eventmanagers will decide, What is it they wish toevaluate & how will they accomplish it? Eventsmay be evaluated by each part of the eventmanagement process or through a generalcomprehensive review of all the phases. Anevent can be evaluated in various forms like: -written survey, use of monitors, telephone ormail survey, pre & post ±event survey.Evaluations allow the event manager todetermine the respondentsknowledge, opinions &other importantinformation both before & after their attendanceof an event. Regardless of the form ofevaluation one use, it is critical that one shall
  19. 19. 11/03/09Dissection of 5 C‟sConceptualizationCreative Idea AmbienceCostingROIProductionCostCanvassingSponsors/CustomersNetworkingPartnersCustomizationTweaking toobjectivesBrandPersonalityCarry out-EVENTInitial Final
  20. 20. DEVELOPING THE CONCEPT There are numerous elements that need to beconsidered in developing an event concept,They include the purpose of the event, the event theme, the venue, the audience, available resources, the timing of the event and the skills of theteam. The most important of these elements is thepurpose, although the purpose is strongly
  21. 21. Purpose of the Event The purpose of the event should drive all theplanning. For example, if you were running aconference for financial planners, there couldbe two quite different purposes:1. To facilitate an exchange of information,bringing participants up-to-date with the latestchanges in financial planning softwareproducts.2. To achieve a memorable out-of-bodyexperience for financial planners in order todevelop a positive association with a newsoftware product. The focus of the first of these purposes isinformation, whereas that of the second is
  22. 22. Theme of theEvent
  23. 23.  The theme of the event should be linked to thepurpose. Moreover, it should be completelycompatible with guest needs and consistent inall respects. Most events adopt a colorscheme that is repeated on all items producedfor the event, such as tickets, programs,uniforms, decor, posters, and merchandise.This technique helps attendee‟s to identify withthe theme.
  24. 24. There are an endless number ofpotential themes, limited only byyour imagination and the size of thecustomer’s pocket. Some examplesinclude the following: • historical • geographicaland cultural • sporting • film, music,andentertainment • artistic • food • objects (i.e.,flowers,animals, boats)
  25. 25.  When coming up with ideas for atheme, it is most important toconsider the range of suitablevenues available, keeping in mindthe constraints of budget andother considerations.
  26. 26. Venue for the Event
  27. 27.  The event manager needs to carefullyconsider the planning implications of choosingan unusual venue in preference to a standardvenue requiring decoration only to match thetheme. Lighting, sound, and catering alsoprovide challenges in unusual settings. There are over six hundred convention centerslocated throughout the United States. Inaddition, in most cities there is a host ofmeeting rooms available for events. Many ofthese venues provide enormous flexibility andcan be readily transformed to meet therequirements of the theme
  28. 28. The range is extremely wide—from hotelbanquet rooms to theaters to sportingvenues. When considering the choice ofvenue, the event organizer needs to look ata number of factors, including the following: Potential to fulfill thepurpose of the event Ambience Location Access by publictransportation Parking Seating capacity Features (such asstages) Cost of decoration,sound, and lighting Cost of labor Logistics of settingup Food and beveragefacilities
  29. 29.  There are many, many factors thatneed to be taken into account inselecting an event venue, but theoverall strategy should be to aim forthe best possible fit with the client‟sand the audience‟s needs at thelowest possible cost. If all stages,props, carpets, seating, portablekitchens and refrigerators, and so onhave to be procured, the cost will bevery hard to justify—even if the venueseems perfect in other ways.
  30. 30. Targeted Audience
  31. 31.  When organizing an event, the needs of allparticipants must be considered beforefinalizing the concept. This means the number of people you areexpecting to attend your event. Make surethat your venue can easily accommodateyour expected target audience. Yourvenue should not be too small or too largefor your guests. If too small, then yourguests will feel discomfort. If it is too largethen you will unnecessarily end up payingmore for the venue. Get firm indicationswhether guests plan to attend your eventby sending R.S.V.P clearly printed on the
  32. 32.  Get firm indications whether guests planto attend your event by sending R.S.V.Pclearly printed on the invitation Of course, every audience is different, andthe event manager needs to go with theflow and to direct the event to meetaudience response. This method caninvolve sudden changes in plan.
  33. 33. Financial Considerations
  34. 34.  However, it is an important consideration atthis early stage of event concept and design.Initial financial estimates can get out of controlvery easily, and the choice of event conceptcan certainly contribute to this problem.Otherwise good ideas should be knocked onthe head at an early stage if they do notappear financially viable, because it is possibleto come up with concepts that are startling intheir simplicity and that are also cost effective.This is where the creative and the rationalaspects of the event manager‟s abilities cancome into conflict. Very often the creativeaspect wins—sometimes at the expanse on
  35. 35. How To Build a Basic Event Budget1. Track site rental costs. As you plan theevent itself and as you meet with your venuesales manager, track all projected rental feesfor the event and function space,housekeeping, baggage handling, and relatedexpenses.2. Estimate catering costs. This includes allfood and beverage charges, including tipsand gratuities -- which can account for up to30%.3. Document transportation charges. Thisincludes shuttles, coaches, event transfers,and any related expenses.4. Add decor expenses. Most events include
  36. 36. 5. Document entertainment & equipmentfees. Common expenses in this categoryinclude the A/V equipment, but its also agood spot to list honorariums to speakersor if you are hiring entertainers.6. Summarize printing charges. Severalsmall item charges actually combine tomake a larger expense line item. Theseinclude invitations, name badges, programbooklets, event signage and banners.7. Line item for gifts. One of my event rulesis to never allow a guest to leave emptyhanded. So, whatever gift or gifts youprovide, track the cost for them separately;youd be amazed at how much these itemscan cost.
  37. 37. 8. Identify activities expenses. If your eventincludesactivities such as golfing, tennis, spa, rafting,biking, or other activities, you will want to notethe cost of these fees separately. I suggestsummarizing the total cost in your spreadsheetand attaching a breakdown.9. Post other expenses. If an expense doesntfall intoany of the above categories, I tend to list themas a miscellaneous expense item here.10. Give yourself a contingency fundcategory Depending on the size or complexityof an event, you may want to give yourself asmuch as up to 20% of the event budget here.Despite the best planning, charges are going to
  38. 38. 11. Summarize projected expenses. As youbuild your event program, you will havea good projection of the total expenses.This is the information that I will share withmy event client to make sure they are awareof the event budget so that there arent anysurprises later on.12. Summarize actual expenses. Thishappens after the event has concluded. I willsubtotal the invoices into the above 10categories and document the actual budget.If extremely favorable, I will identify savingsin actual budget vs. the projected budget,demonstrating the value-add of my role.
  39. 39. BUDGET PLANNEREvent Site/FacilityRental Fee_______________________Permit(s)/License_________________Labor_________________Subtotal $________________RentalsHeat/Air_________________________Furniture________________________Tables___________________________Registration Tables________________Chairs___________________________Pipe & Drape_____________________Carpeting/Flooring________________Props___________________________ Food Services Food_______________________ Beverages___________________ Bartender fees_______________ Catering fees________________ Equipment__________________ Tables/Chairs________________ Supplies-Linens, China,_______ Glasses, Utensils______________ Labor/Staff__________________ Misc. Charges________________ Subtotal $___________________ Entertainment Music Subtotal $__________________ Travel/Accommodation VIP Travel___________________ Limousine/Car Rental ________ Hotel_______________________ Staff Travel__________________ Limousine/Car Rental_________ Hotel_______________________ Subtotal $___________________ Security Facility_____________________ Private______________________ Subtotal $___________________ Insurance Gen. Liability Insurance
  40. 40. Timing of the Event
  41. 41.  The timing of an event is often linked to theseason or weather. For example, a food-and-wine festival would be better programmed forearly autumn than for mid-summer when theheat would be intolerable for both theaudience and the vendors. And mid-winter iscertainly not the time to hold a flower show.Although this might seem obvious, it issurprising how often events are programmedto occur at very unsuitable times. The timing ofsporting events is, of course, limited by thesporting season and their traditionalcompetitions. Broadcasting the event tointernational audiences is another
  42. 42.  Evaluation of an event concept musttake into account the following fourtime-related factors:1. season2. day of the week3. time of day4. Duration
  43. 43.  Generally, the weather does affect an event.Depending on the type of event, too much snowor not enough snow in the case of an outdoorwinter festival could determine the success of anevent. Rain or high temperatures can affectsummer festivals. Events that are scheduled tooclose to holidays or to other community eventsmay have poor attendance. Certain times of theyear seem to have an oversupply of events. Wiseevent planners take into consideration the time ofyear, normal weather patterns, and alreadyscheduled events that may draw attendees away.Event Team, Contractors, and Other StakeholdersThe skills of the event team and, just asimportantly, the contractors, such as lightingtechnicians and catering staff, are an importantconsideration in terms of concept development
  44. 44. Analyzing the Concept Concept now a days is a buzz and it hasbecame a requirement to be sustainable inbusiness, peoples now a days looks for a newand creative concept, as event being a lifetimemoment customers wants to get somethingextra, which may make or bring some goodexperience. So a careful analyze has to donebefore creating the concept Things to be bore in mind while developing aconcept are:- Competition, Regulation, Marketing,Community Impact, Risk, Revenue andExpenditure
  45. 45. Designing the EVENT Consistency and links to the purpose of theevent are all essential part of the creativeprocess in designing an event. The followingare the main creative elements that must beconsidered. Theme Layout Décor Suppliers Technical requirement Entertainment catering
  46. 46. Logistics of the Concepts The following logistical elements must be takeninto account when considering an event concept:• Access to the site• Physical limitations• Dimension of site• Refrigerated storage• Physical space for food preparation• Restroom• Cleaning• Catering• Safety• Potential damage of the site• Provision of basic service
  47. 47. Keys to Success The following keys to success were developed byErnst and Young, advisers to the Olympic Games,the Emmy Awards, and the PGA Tours (adaptedfrom Cather wood and Kirk, 1992):I. Is the event a good idea?II. Do we have the skills required to plan and runthe event?III. Is the host community supportive?IV. Do we have the infrastructure in the community?V. Can we get a venue at a price we can afford?VI. Will the event attract an audience?VII. Will it attract media support?VIII. Is it financially viable?IX. Are the success criteria reasonable?
  48. 48. SWOT Analysis It is a strategic planning tool which is usedto identify and analyze the strengths,weaknesses, opportunities and threatsinvolved in your project. SWOT analysis isvery important during event concept.Strengths:These are the attributes of yourproject/organization which are helpful inachieving projects objectives. For e.g.:experienced event team, high motivationlevel, excellent PR, good market share etc.
  49. 49. Weaknesses:These are those attributes of yourproject/organization which are harmful inachieving projects objectives. For e.g.: socialloafing, lack of funds, inexperienced eventteam, low energy level, lack of media andcorporate contacts etc.Opportunities:These are those external factors which arehelpful in achieving the projects objectives. Fore.g.: little competition, favorable economicconditions, support from the local authorities,availability of the state of the art infrastructure
  50. 50. Threats:These are those external factors which areharmful in achieving the projects objectives. Fore.g.: high competition, little or no support fromlocal authorities, bad weather, poor infrastructure,high lab our rate, unavailability of raw material etc.It is very important that you conduct SWOTanalysis before developing an event plan todevelop a strategy which maximizes the potentialof strengths and opportunities of your project andat the same time, minimizes the impact of theweaknesses and threats.
  51. 51. Analysis ReportAfter conducting market, competitors,product/service research and SWOTanalysis, create a report which containdetails of all the research work done by you.Documentation of your research work isimportant, later for event evaluation. Youranalysis report will also help you in gettingsponsorship for your event.