ASSIGNMENT SUBJECT Fundamentals Of Event Management EM301

ASSIGNMENT
SUBJECT: Fundamentals of event management/ EM301
INSTITUTE: AMITY SCHOOL OF COMMUNICATION
SUBMITTED BY:
Shet Himanshu Horo
B.A(J&M.C)/ SEM’5’
A2079816381
SUBMITTED TO:
Ms. Zakia Tasmin Rahman
Faculty, ASCO

ACKNOWLEDGEMENT
The completion of any project requires innumerable amount of help or guidance
from a number of respective people. To widen the perspective of anything ,it is
extremely important to work under the right guidance. I am extremely thankful to
each and every person I encountered and learnt through them how to work in
real world and helped me to complete this report.
I feel immense gratitude for my college department mentor, my friends and lastly
my parents who timely motivated and guided me throughout the overall tenure of
my internship to learn daily and face every new challenges during an assessment.
It was a great opportunity to learn and do research on event management. It
undoubtedly had polished my knowledge on the field of event.
Shet Himanshu Horo
A2079816381

CONTENT
1. INTRODUCTION
2. TYPES OF EVENTS
3. ELEPHANT PARADE INDIA
4. MG LIVE! SILVERSTONE CIRCUIT
5. CONCLUSION
6. REFERENCE

INTRODUCTION
The term “event’ can be best described as an occasion to gather group or mass
of individuals for the purpose of celebration., awareness generation, social
meeting, wedding or similar event or just to use them as an audience.
‘Management’. There are people who are involved in managing/planning,
coordinating, logistics, security, infrastructure, communication and information
gathering for the event. A proper management is required to assemble all this
process in a systematic manner for the successful flow of event production.
Event management is a dynamic blend of creative, technical and sharp
communication skill to produce and create a mid to large size delivery of a event
such as wedding, sports , product launch or fashion. It is a highly commercial field
which demands to be perfect, attentive and better than the previous one. It is
done for charitable purpose, relation building, spreading awareness or for
entertainment and many other innumerable reasons.
Event management as an industry has also became lucrative bringing high amount
of revenue income. According to the sources, it has the potential to cross
Rs.10,000 crore in Indian market and worldwide its revenue coverage is at par.
It is often being mistaken that this field is only entertaining and glamorous but in
reality it is highly edge breaking difficult, strategically challenging and demanding
sector which constantly asks for work to be done in a pin of a seconds.

TYPES OF EVENTS
To cater up the demand, need and theme of occasion, the event industry has
changed rapidly and have successfully fulfilled every customer expectation.
We now have various kinds of events according to the size, type and context of
the crowd or the people.
Some of the type of events include:
1- Private. This are organised for personal form of celebration. The customers
of this kind of events include family or small group of people.
(I) Weddings/Birthday
(II)Festival
(111)Receptions/Gathering
2- Corporate. This are organised for business purpose related event and are
organised with very detailed planning and preparation with high level of
professionalism.
(1)Meetings
(11)Seminar
(111)Business dinner
3-Charity. This are organised with a specific aim to aware the guests and
audience or to collect fund to complete a noble mission/ society welfare.
4-Music. This are huge form of event which attracts young age people to adults.
This kinds of events are for entertainment purpose. This also needs lots of
planning and preparation. Apart from that early strategy is developed for
promotion, marketing, security and management etc takes place. Any mistake can
cost high stake of loss.
5-Sport. This are local to international level event for different kinds of sports.
With successful rundown of game to managing the audience so the ambience can
be lively. It can include world cup of any match or any other similar event to even
olympics.

6-Lifestyle. This are again glamorous event where in fashion , designers
showcase their collection in fashion week or event to automobile expo where
various companies launch their vehicle model prototype and various products for
the market.
(!)Fashion
(!!)Automobile Expo

ELEPHANT PARADE 2017/2018 INDIA
Protecting Asian elephants and their habitats.
#helpthehathi

LET’S PAINT A BRIGHTER FUTURE
Elephant parade is a social enterprise and runs the world’s largest art exhibition
of decorated elephant statues. Created by artists and celebrities, each Elephant
Parade statue is a unique art piece. The life-size, baby elephant statues are
exhibited in international cities and raise awareness for the need of elephant
conservation.
Limited edition, handcrafted replicas and a select range of products are
created from the exhibition elephants. 20% of Elephant Parade net profits are
donated to elephant welfare and conservation projects.
With 1500 unique design, 1900 artists have contributed so far, 24 parades
worldwide, and 20% profit to elephant conversation it has been huge success all
over the global with an ultimate aim to raise awareness of the plight of elephant
and gaining support for Asian elephant conservation.
Artists, designers, celebrities, sports person such as Richard branson, Katy
perry, Tommy hilfiger, Khloe kardashian, Ricky gervais and Bryan adams have all
gave a marvelous effort in the campaign.
The elephant parade of India which will be exhibited on streets of mumbai, is if as
a part of campaign to raise awareness and draw attention to the plight of
endangered Asian elephant whose number have fallen by 90 percent in the last
100 years.
It is being planned that the street of Mumbai will be brightened by 101
elephants painted by top designers in the country. It is going to be the 25th
parade.

Designing the event------------------------------------------
5C’S of Elephant parade
Conceptualization- It is an open-air exhibition dedicated to save asian elephant
from exhibition. Hundreds of sculpture is placed in the host cities to raise public
awareness. From artist, celebrities,prominent figures everyone leave imprint on
the figure to give each sculpture a special identity.
Costing- The aim is to auction off the art pieces and utilise the money raised
from the sale to build 101 corridor for elephant across India for elephant safety.
Each piece have a base price of 3-5 lakhs.
All the marketing activities including branding, promotion and all the overall
organizing, arrangement, coordination, equipment handling and various other
tasks will cost around 3-5 crores.
Canvassing-The installation of the sculpture will happen in three prime location
south mumbai, central mumbai and western suburbs. The parade gained immense
support and collaboration with various organisation.
The overall event was managed by 70 Event Media Group. It will be sponsored
by knowledge partner: Wildlife trust of India, Presented by elephant family, in
association partner good earth, supported by british council India and 70 years in
India, radio partner 94.3 FM radio one and our partner sujan.
Promotional partner includes High street phoenix, Palladium, Taj lands end
mumbai, Sophia college for women, Grand hyatt, Candies, Oberoi mall, infiniti,
94.3 one radio FM international.
Artists include Amrapali, Anita Dongre, Amitabh Bachchan, Gaurav Gupta, Good
Earth , Manish Malhotra, Manish Arora, Monisha Jaising, Nicobar, Princess Pea,
Shah Rukh Khan and many other prominent designers and personalities.
Customization-It include brand personality and budget. It has now become
prominent art and culture event around the world. Each year the event has
theme. These year theme is 101 corridor which represent real 101 points in India
where the elephants are living. So the open air exhibition will install 101 elephants

across India. All the sculpture will be designed by renowned personalities and
artist. The event is huge and the budget of the show is more than 10 crore.
Carry out- It is the execution of events according to final concept. With open
air exhibition, painted elephants by many artists, designers will be placed over the
streets with many workshops present nearby to aware about the central theme
and issues about the project. Auction will happen for the present pieces at the
event in order to collect fund.

PRE EVENTS---------------------------------------------
This are all the early scheduled planning of the event:
Venue- Mumbai is one the world largest cities and is the hub of entertainment
and finance in India. The selected venue of the event were south mumbai, central
mumbai and western suburbs. The exhibition will happen in cycle one after
another in each selected location of the city. The preview of the event was done
in Jaipur earlier this year.
Day, date & timing- The inauguration of the event will be done in 25th of february
at Gateway of India. The schedule date of the events are from March 2-18. The
exhibition will open up at 9 am till 10:30 pm
Target audience- The aim of the event was to aware about the plight of asian
elephant. So the target audience were all the people in nation regardless of their
age.
Sponsors- The main sponsors include wildlife trust of India and good earth.
Performer- Acclaimed singers will perform during and after dawn.
Permission from the various authorities- The central government, the
Maharashtra state government were supportive for the proper happening of the
event. Mumbai police
Marketing strategy- Promotional banner of the event throughout the city and
also advertisement in all form media to aware about the event and its mission.
Events from different domain- Various artist performance, prominent
personalities speech, light shows in the venue, and afterparty and fashion show
supported by vogue.
Promoting event in colleges/universities- Sophia college for women, mumbai
was one of the promotion parter. Invitation and promotion through posters, flyer
and volunteers were sent to all colleges and universities across mumbai.
Stage design- The 70 event media group are responsible for stage management.
Equipment-The 70 event media group are responsible for stage management.
Designing entrance-The 70 event media group are responsible for stage
management.
Catering- Tenure from medium to high value food chains were taken to catern
the guest and audience.
Volunteers- Volunteers from colleges and recent graduates and postgraduates
were hired.

Guest arrival and hospitality- Hyatt Mumbai is responsible for hospitality section
in event.
ADDITIONALS
Reception areas for dignitaries and other important personal- From seperate
rooms to vans were arranged with the help of hyatt mumbai and all of this
facilities will be made available near the venue.
Good public announcement-High quality equipments with regular checkups have
been done by technicians.
Facilities for people with disabilities- Event architect have already been designed
the venue so it can help people to witness the event without any problem. The
team has also reviewed the set.
Giveaways and gifts- Special events were elephant replica or mini sculptures ,
gift hampers and vouchers will distributed to the guests and participants to make
the event more interactive.
Directions to the venue- Boarding and posters will be installed inside the veue.
The volunteers will also help to guide the guests and common public.

DURING EVENTS------------------------------------------
Manage vvip arrangement - Special resting arrangement is done for all the artist,
designers, celebrities and important personalities. From VIP rooms to vans with
all needs are planned.
Manage stage, sound and arrival- The technical team are in constant preparation
for this section. Checking of stage, sound and arrival are repeatedly done for
smooth run of show.
Manage crowd- Security, volunteers are responsible for this . Technician and
planners have designed the event venue in best way to guide crowd with
direction. Boards to guide the guests and audience will be installed inside the
venue.
Manage participants arrival and stay- Volunteers and participants managers are
responsible to guide them to their arrival and stay. All places were arranged for
them to rest and stay.
Check all event related material- All the necessary equipment have been
arranged and confirmed by 70 events media group.
Check all production equipment - All the necessary equipment have been
arranged and confirmed by 70 events media group.
Check security- Tight security with the help of mumbai police is planned at
earliest.
Check catering- Food and beverage arrangement were done with the help of
tenure from various food chains. Catering arrangement for the audience were
done at a distance from the exhibition to maintain crowd flow in the venue.
Separate catering were made for the important figure and special guests.
Check arrival of guest and judges-Guests managers are hired and properly
trained.
Check all coordinators are connected-Volunteers are informed and trained
weeks earlier.

Event Budget sheet
EXPENSES ESTIMATED COST
- Venue ₹ 5,00,000
- Production ₹ 20,00,000
stage ₹ 6,00,000
light ₹ 4,00,000
camera ₹ 5,50,000
sound ₹ 4,50,000
- Foods & Beverages ₹ 12,00,000
- Security ₹ 25,00,000
- Gifts ₹ 18,00,000
- Media expenses ₹ 25,00,000
- Marketing & public expenses ₹ 20,00,000
Ads & promotion
- Contingency plans ₹ 50,00,000
Fire & stampede ₹ 25,00,000
Crises & risk management ₹ 25,00,000
Social media ₹ 75,000
Other logistics ₹ 17,00,000
Insurance ₹ 9,00,000
contract ₹ 8,00,000

POST EVENTS--------------------------------------------
Clear the stage , evacuate the artist, VVIP and all important guest
Manage the crowd- Proper exit of the crowd will be taken care by volunteers
and security and special guests with security, managers and technician.
Make sure there is no property damage- Tight police and volunteer security near
the equipments , stage and sculpture to avoid damage will be done.
Make sure the equipment is being deported back- Technician and volunteers are
responsible for the equipment deportation.
All the certificates and awards being distributed- Managing team from event
media group are responsible for this segment.
Dismantle the stage-Quick dismantling of the stage as soon as the event event
on each day will be done by technicians and volunteers with set designers,
architects and security to avoid damage and delay.
Make bill payment complete- Tight bill have been generated earlier and will be
given to the team and to services being provided. Extra precaution have already
been taken place.
Check media detail- The media management team of 70 event media is
responsible for media detail. All the digital publication, news channels and
entertainment house have already been invited.
Take feedback- Guest and public feedback will be taken from feedback forms
near exit gate and polls would be conducted in online platform.Improvements in
event plans have been done from analysing last year feedback .

MG LIVE! SILVERSTONE CIRCUIT 2018

INTO THE WORLD OF MGLIVE! CAR CLUB
It is the home of British motorsport at silverstone and happens on 2nd & 3rd June
every year. This annual two day festival is looking for another bigger success
than the last one. There will be two day of racing on the silverstone Grand prix
circuit, the village green with live music all weekend and over 3000 MGs on
display.
It will be truly an international affair with a spectacular array of MGs from
around the world. It is planned to make this event as a friendly day out with
attraction for the whole family to enjoy. It will be a large and open platform for to
learn about Britain most loved sports cars through our display and exhibitions,
and watch history come to life on silverstone world famous race track.
As the whole event started in the year 1948, it hold a very important part in
Britain history.From the fun and happening events throughout the day to enjoying
the sunset with your closed one or even bright solidarity at the english
countryside , it will surely turn out to become a memorable festival.
The two day event has planned everything at ease be it accomodation for the
guest and audience, with many features to be showcased throughout the show
and many more exciting elements to make the programme fully enjoyable.

Designing the event-----------------------------------------
5C’S
Conceptualization- It is a auto racing event involving racing of automobiles for
competition. The only difference is that the race is specially for the vintage
british car. It is a conducted to have a glimpse of british automobile history.
Costing- Unlike other automobile racing event, it is not that commercial and
needs a worldwide attention but do happen in a same way. From all day racing
event to various show and all the arrangement for audience and media event .
This overall estimated cost of this two day event is around 1 million euro.
Canvassing- The two day event is solely sponsored by three companies
1- MG car club,
2- MG automobile
3- Silverstone.
The event is a two day festival organised by this companies for the celebrating
the history of success throughout the evolution of cars for the company.
Customization- It is a celebration kind of event, with a joyous and pride ambience.
This event is customised to recall the british automobile history. From the
showcase of all orderly charged motors to bidding and auction. All the collected
funds will goes to the respective organization and charity.
Carry out- The execution is straight, simple and entertaining. From Hosting the
20th MGF cup , a light heartening musical event and all day fun event at green
village. This event will run in full festive mood. Lots of engaging activities and
stuff were also added for the gatherers and guests.

PRE EVENTS---------------------------------------------
Venue- The hosting ground will be famous silverstone circuit in silverstone.
Silverstone is a village and a civil parish in Northamptonshire, England. The town
host the famous circuit.
Day, date & timing- Every year the show is organised on 2-3rd june. The event
starts from 7 at the morning at and end around 4 to 5 at evening. Mostly these
two days come in weekends every year.
Target audience- Stereotyping the conditions, the target audiences is
considered for male population primarily the young adults to even gentlemen. But
we still advertise to invite people from all gender. And every year the target
audience are families, couples, students and childrens to everyone.
Sponsors- The sole three performer for this event include
-MG
-MG car club
-Silverstone
Performer- Every year the celebration and entertainment in MG live! Gets
bigger and bigger. Organised by the MGF Register, After Hours is a great way
to let your hair down and party the night away! After Hours is the place to wind
down with friends following a busy day of exploring everything MGLive! has to
offer. we are delighted to welcome back The Candy Girls. Bringing their vintage
glamour to the Village Green on Saturday and Sunday, they’ll be performing
classics from the 1940s/50s right through to modern chart hits that have been
given a retro makeover. Expect to hear songs from the likes of Glen Miller, The
Andrews Sisters and Vera Lynn, as well as a vintage twist on music from artists
such as Beyoncé and Britney Spears. With authentic costumes, tight
choreography and beautiful blended harmonies, you’re sure to be shoo-whopping
and bee-bopping along with these retro girls in no time!

The MG Car Club Area
The Club Marquee and the surrounding display areas provide a great spot for
those with a shared passion for every type of MG to meet up, chat, and purchase
merchandise. There will also be a themed and imaginative display of MG cars, old
and new, on show.

Permission from the various authorities- The governing committee of country of
northampton do give national importance to the event. So all the local body in the
countryside support the whole process of event.
Marketing strategy- From announcement in public places to poster and flyover
all over the United Kingdom. Many homegrown brand and automobile company
get an opportunity to showcase their product and services in agreement to the
partnership to the event.
Events from different domain- Many other different segments will take place in
the whole program such as Car sale and auction, club display , green village and
after hours. The planning authority had make sure to made the whole event fun.
Promoting event in colleges/universities- This event is highly popular in all
universities across england, scotland and wales. Arts, media and automobile
engineer students come across from all over the world.
Stage design- Stage designers creates all the planning and frameworking of
stage arena. MG has hired Britain finest stage designers for the event. Stage
One has been given the responsibility of creative construction, manufacturing and
engineering of stage production.
Equipment- The parent automobile company MG car club and Silverstone will
provide and take care of all the technical needs. It’s an self sponsored activity.
Designing entrance- The common entry gates of the race circuit will acts as
entrance. All the entry board will be used in front of the gate. It will be decorated
with event flyover near the entrance. Architect and set designer from the hired
management company.
Catering- PenniBlack catering service from London is the incharge of the whole
catering department. They are one of the finest creator and curator of food
servicing. Apart from that local food services are invited to open their stalls for
further delightment.

Volunteers- The event website has opened special portal for the volunteers .
Anyone from 16 can enroll for the whole program. It will give a maximum exposure
to all the volunteer who wants to work in event or management field.
Guest arrival and hospitality- The volunteers will take the whole responsibility
to control and guide the flow of guest arrival and maintaining hospitality. They
have been guided and professionally trained in the best possible way to maintain
decorum.
ADDITIONALS
Reception areas for dignitaries and other important personal- Separate tent
venues have been arranged for the special guests and dignitaries.
Good public announcement- Installation of public speakers all over the venue and
the availability of mics and sound system has been done by the technical team.
Facilities for people with disabilities- The set have been designed in accordance
to the comfort of people. All the entrance and walkthrough, sightseeing places
has been designed to allow all people or alternatives have been made available.
Giveaways and gifts- Happy box london ltd in collaboration with MG will curate
the best souvenir for the guest and audience.
Directions to the venue- All the guiding instruction inside the venue have been
installed by the technical team. The volunteers will also help the audience with
directions to avoid chaos or confusion.

DURING EVENTS
Manage vvip arrangement- Different section of escort team will take charge of
vvip individuals.
Manage stage, sound and arrival- Stage One will completely manage this whole
department.
Manage crowd- This section will be covered by the volunteers and the security
guards itself.
Manage participants arrival and stay- The escort team will manage all the
important guests from the very beginning till the end.
Check all event related material- The event management crew and the stage one
team will cordially work in this part.
Check all production equipment- Stage one is solely responsible for this whole
segment.
Check security- The british police and guards including the volunteer will
present 24*7 near the entry and exit , inside the venue. They will be assisting the
guest and volunteers kindly with respect.
Check catering - It will be all done by the food management crew.
Check arrival of guest and judges- The event assistant will make sure the guest
come out of their personal motor carefully and report timely to the panel. They
will be assisted all the time and be taken care of.
Check all coordinators are connected- All the communicating equipment will be
made available for the good flow of information. It will ensure no chaos and
confusion among the coordinators.
Detailed Budget

EXPENSES
- Venue £ 8,500(per day)
- Production £7,500(rent per day)
stage equipment £2,000(rent per day)
road management £1,500(rent per day)
camera, sound equipment £1,500(rent per day)
all technical equipment and
extras
£2,500(rent per day)
- Foods & Beverages £2,000(rpd)
- Security £1,500(rpd)
- Awards & gifts confidential
- Media expenses £850 per day
- Marketing & public expenses £2600 per day
Ads & promotion £750 per day
- Contingency plans £3250 per day
Fire & stampede £1250
Crises & risk management £2000
Social media £400 per day
Other logistics £250 per day
Insurance confidential
contract £600

POST EVENTS
Clear the stage , evacuate the artist, VVIP and all important guest- The
volunteers will quickly evacuate the artists and VVIP quickly with comfort to
avoid chaos and any delays.
Manage the crowd- The volunteer and security will control the crowd during
exiting process.
Make sure there is no property damage- The volunteer and security will
completely stay alert while checking no property damage.
Make sure the equipment is being deported back- The stage one crew and
technical staff will deport back the equipment after checklisting everything,
All the certificates and awards being distributed-
Dismantle the stage- Stage One team and technical crew including volunteers
will dismantle the stage to ensure no property loss happens.
Make bill payment complete - will be positively done after the event ends.

REFERENCE
http://www.elephantparadeindia.org/
http://elephant-family.org/what-we-do/raising-awareness/elephant-parade-india-2017
https://www.mgcc.co.uk/mglive/
http://www.silverstone.co.uk/events/mglive/

ASSIGNMENT SUBJECT Fundamentals Of Event Management EM301

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