Hta mary ann_tsuchiyama

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  • 1. MISSION IMPOSSIBLE… OR MISSION POSSIBLE? Mary Ann Tsuchiyama Assistant Director University of Hawai'i at Hilo Conference Center & Hawaiian EDventure Program http://uhhconferencecenter.com/ OPERATION 101
  • 2. OPERATION 101: Mission Impossible…or Possible?
  • 3. OPERATION 101: OPERATION “EVENT MANAGEMENT” Your MISSION, should you choose to accept it is: “ To PLAN and EXECUTE the BEST EVENT POSSIBLE” • DEFINE the word “OPERATION” • CLARIFY the MISSION • IDENTIFY your STAKEHOLDERS • ESTABLISH COMMUNICATION • DEVELOP your MARKETING strategy • CONSTRUCT your BUDGET • EXECUTE your PLAN • DEVELOP CONTINGENCY PLANS- CRISIS MANAGEMENT • ACKNOWLEDGE the PLAYERS (build lasting relationships)
  • 4. DEFINING THE WORD…”OPERATION” ACCORDING TO WEBSTER… THE WORD OPERATION IS DEFINED AS: • Process • Action • Procedure • Maneuver • Function Sounds easy, right? Are you ready to begin? DEFINING THE WORD: “OPERATION”
  • 5. CLARIFY YOUR MISSIONThe journey STARTS NOW! ~ THIS IS WHERE IT ALL HAPPENS! • What is your purpose? Personal, Professional, Organizational... • Who are you doing this for and why? – Does the event/festival that you’re considering fit within your construct. – Does it feel right? • What are the objectives? • Are they clear? • Is everyone on the same page? Community Business University Non-profit Historical event Festival Fundraiser Commemoration Celebration Academic event
  • 6. Food Service Vendors, 10% Car Rentals, 2% Retailers, 10% Community Resources, 15% Contractors, 8% Volunteers, 5% Accomodations, 15% Artists & Entertainers, 5% Resource Specialists, 5% Kupuna, 5% Visitor Industry Tours, 20% Artists & Entertainers Resource Specialists Accomodations Food Service Vendors Car Rentals Retailers Visitor Industry Tours Community Resources Contractors Volunteers Kupuna IDENTIFY YOUR STAKE HOLDERS Who Benefits?
  • 7. • Develop a communications strategy and protocol – Remember, e-mail can be your worst enemy • Clarify your instructions and directives • Develop working relationships with all the players on your team • Assess your team’s strength and weakness and divide responsibilities accordingly • Set clear expectations and production results • Use tools (Timelines/Contracts/Task Assignments) – Sample TimeLine – Sample Task Break Down ESTABLISH COMMUNICATION
  • 8. DEVELOPING A MARKETING PLAN CUSTOMIZE YOUR MARKETING FIND A MARKET THAT WANTS TO ‘BUY’ YOUR EXPERIENCE
  • 9. MARKETING MESSAGES • Do you know your community? • Is your message clear and consistent? • People hear your message based on their own needs so knowing your demographic is very important RESPONSE RATE = THE QUALITY OF YOUR MESSAGE “We see things NOT as THEY ARE… but rather, AS WE ARE”
  • 10. DEVELOP A MARKETING PLAN• Determine your marketing strategies – Assess the financial impact of your marketing plan – Research sponsorship opportunities – Goes back to your stake holders (who benefits) • Identify your marketing opportunities – PSA’s – Radio Interviews – Co-op advertising – Charitable element – Post-event publicity/communication/evaluation – Advertorials – Flyers – “Newsworthy” entertainers/events – Community impact
  • 11. It’s REALITY CHECK TIME! WHAT YOU WANT Is not necessarily what you can afford… VS.
  • 12. • IDENTIFY REVENUE BASE – IDENTIFY ALL INCOME – SPONSOR SUPPORT – FUNDRAISING – IDENTIFY BREAK EVEN POINT – DETERMINE OPERATIONAL INCOME YOU WANT TO GENERATE – DETERMINE IF ADMISSION OR REGISTRATION FEES WILL BE ASSESSED – DETERMINE TICKET SALE PRICES – DETERMINE VENDOR FEES BUDGET… IT’S NOT A FOUR LETTER WORD! • DETERMINE ALL EXPENSES – OVERHEAD – STAFFING – VENUE – CATERING – PRODUCTION – MARKETING – DIGNITARIES
  • 13. YOU HAVE ARRIVED…IT’S PLANNING TIME! “PEOPLE WITH GOALS ARE SUCCESSFUL BECAUSE THEY KNOW WHERE THEY’RE GOING!” Eleanor Franklin HAVE A PLAN KNOW WHERE YOU’RE GOING STAY ON TRACK KEEP UP THE PACE and…DON’T DROP THE BALL
  • 14. SECURE YOUR FUNDING AND SPONSORS Develop your guesstimate budget plan CHECK CONFLICTING CALENDAR DATES Avoid major event dates LOCK IN YOUR CONTRACTS Secure your permits USE YOUR TOOLS (Timelines/Contracts/Task Assignments) DEVELOP A WORKPLAN AND TIMELINE Establish benchmarks for major projects Communicate deadlines Lock in important dates Assign responsibilities Monitor the progress of your team EXECUTE YOUR PLAN: Part I
  • 15. ESTABLISH YOUR COMMUNICATIONS PROTOCOL • Identify critical areas of development • Communicate your priorities • Know who the decisions makers are • Be confident in YOUR decision making MAKE FRIENDS WITH THE GATE KEEPERS • Take the time to establish relationships • COLLABORATIONS WORK EXECUTE YOUR PLAN: Part II
  • 16. REVIEW --- MONITOR --- ASSESS • MISSION • OBJECTIVES • COMMUNICATIONS STRATEGIES • BUDGET • YOUR IMPLEMENTATION PLAN • THE STRENGTHS/WEAKNESS OF YOUR PLAN REMEMBER… Your EVENT is only as STRONG as your WEAKEST LINK! EXECUTE YOUR PLAN: Part III
  • 17. DISASTER MANAGEMENT: DO YOU HAVE CONTIGENCY PLANS? • ASSESS WHAT COULD GO WRONG --- BEFORE IT DOES • HAVE BACK UP PLANS FOR WEATHER EMERGENCIES • HAVE TECHNICAL SUPPORT BACK UP • EVACUATION PLANS…..REQUIRED.....NOT AN OPTION • ARE YOU READY FOR MEDICAL EMERGENCIES? • IS YOUR TEAM PREPARED WITH MEDICAL, POLICE, EMERGENCY CONTACT NUMBERS? • HAVE YOU IDENTIFIED THE DECISION MAKER… WHO IS YOUR “EMERGENCY CAPTAIN?” • DO YOU HAVE A SURVIVAL KIT? (TAN TRAVELLER) They said “WHAT @*&% $!?!”
  • 18. 10. FORGETTING TO CHECK DATES • Make certain dates don’t overlap • Don’t forget major holidays 9. FORGETTING TO CHECK OUT THE SITE • Electricity? • Flood zone? • Evacuation routes? 8. DON’T FORGET TO MARKET YOUR EVENT! • Advance notice 7. DON’T FORGET TO PLAN ALL THE DETAILS! • Check, check and re-check • Be meticulous, detailed 6. CHECK REFERENCES • Takes extra time, but you want suppliers, consultants and entertainers who will deliver what they promise TOP 10 MISTAKES TO AVOID…
  • 19. 5. DON’T LET SOMEONE ELSE DO THE PLANNING • Don’t take the easy way out • Let others do the running around…but in the final analysis…. the buck stops with YOU! 4. DON’T NEGLECT THE CONTINGENCIES? • So, you think it won’t rain cats and dogs? • What about earthquakes, tsunamis, measles outbreaks at the same time? 3. DON’T TRY TO SAVE MONEY BY CUTTING CORNERS • Don’t sacrifice quality for price! • Cheap prices don’t always correlate with service and perfection 2. DON’T MAKE YOUR CHECKLISTS AND FORGET TO USE THEM! 1. DON’T FORGET THE DEFINITION OF INSANITY… “ Doing the same thing over and over again and anticipating a DIFFERENT RESULT” TOP 10 MISTAKES TO AVOID
  • 20. HAVE YOU ACKNOWLEDGED YOUR TEAM? There is both an art and a science to leadership. The art lies in developing an environment that encourages and nurtures the creative spirit. Fostering a collaborative work environment that is built on respect and affirmation. The science lies in the dynamic minutia of the world of logistics, finances, research, grant writing and technology which can baffle the most fluid of minds. Finding balance… Being authentic… Keeping your sense of humor… And… always remember that you are part of an extraordinary team. This is not a field where you can take center stage or fly solo…. If your work environment is pono… Your events will be successful. You can never say Mahalo too many times, because your ‘TEAM’ is the “Wind Beneath Your Wings” Judith Fox-Goldstein SERVANT LEADERSHIP The best leaders- follow the team!
  • 21. TEAM SPIRIT HAS TAKEN OUR UHH CONFERENCE CENTER TO THE HEIGHT OF SUCCESS! • 1990 I-ACCED Award • 1996 I-ACCED Institutional Award • 1997-9 Kahili Award – Events & Programs • 1999 “Best of Show” • 2002 Kahili Award – Events & Programs • 2002 “Best of Show”
  • 22. ALOHA & MAHALO! ~ Our Ohana, Our Team ~
  • 23. >>>>>>>>>>>>PAU!