1. Event Management
Foundation Assignment
Read the instructions for this assignment on the FSO platform before completing this
template. Remove the <Type here> prompts.
Student Name: Keila Olea
Event Name: Renee Adkins ‘Sad Girl Hours’ Release Party
Event Vision:
In 2-3 statements sum up the elevator
pitch for your selected event. The pitch
should be written in the third person
and specifically about the event.
Hint – Start your initial statement with
the name/title of the event.
Renee Adkin‘ debut album ‘Sad Girl Hours’ is ready
to hit the charts and she can’t wait to celebrate
along with her fans in an exclusive release party in
the heart of the city that transformed her into the
performer she is today. Those in attendance will be
among the first to listen to her new album. The
event will also feature meet-and-greets, a goodie
bag, snacks, exclusive merchandise, and surprise
guests.
Event Goals:
(What is the purpose of the event?)
List at least two goals for your event.
This event hopes to increase the amount of album
sales, strengthen fan relations, and expand
Renee’s brand.
Event Objectives:
(What are the expected outcomes of
the event?)
List at least three measurable
objectives for your event.
The main goals of this event are to have 200
attendees and for each of them to purchase at least
one extra item, in addition to their complimentary
merchandise.
To help increase brand awareness by being
featured in at least 3 Broadway-centered sites, and
2 external.
Lastly, to generate a profit of at least $8,000.
Target Audience Breakdown:
Group #1: Who wants to attend?
Requirement: Properly cited & referenced research to support demographics, psychographics and
geography. A minimum of three (3) references are required to support this section.
Demographics: (for the majority of the expected attendees)
Age Range (5-year gap): 18-22
Gender: Female
Race/Ethnicity: White/Caucasian
2. Individual Income Level: $32,058 According to Josephson (2022) the average 16-19-
year-old in the US makes $29,432, while 20-24-year-old
make $34,684.
Family Life-Cycle: Single, no kids.
Education Level: College graduate or currently attending
Rent or Own:
Who do they live with? Alone,
Roommates, Partner, Family
These women rent their apartments and live with
roommates.
Occupation: (If they are in
school, then their occupation is
‘student’.)
College Students and recent graduates
Psychographics:
What magazine or e-
publication would they likely
read or subscribe to?
They constantly read articles by Playbil.com. They are one
of the top Entertainment and theatre magazines with 52%
of female subscribers and 36% 18-34-year-old users
(Playbill, n.d.).
Which websites do they visit?
(Social media might be included. If
so, be specific with who/what
they follow or subscribe to on
social media platforms.)
According to Dixon (2022), the top social media sites for
Gen Z are YouTube, TikTok, and Instagram.
What genre of music, movie or
video games to they prefer?
What type of sports do they
watch?
What store do they shop in for
clothing?:
Where do they dine (in/out)? If
out, where?:
How would they spend $100
over the course of a weekend,
if given the opportunity?:
Geography: (Focus on the actual geography, DO NOT refer to venue.)
In what city will the event be
held? (Example: Orlando)
What part of the city will the
event be held? (Example:
College Park)
Explain why this would be the
best location for this particular
event and target audience.
Benefits:
What differentiates this event
from similar events?
This is Renee Adkins’ anticipated debut album and fans will
get the chance to celebrate it in-person with her. Most
album release parties are either fan-only events to listen to
3. the album without the opportunity to meet and chat with
their idol. Fans would be especial guests to Renee’s
personal world.
What differentiates this event
from anything else that the
target audience may prefer to
do?
The closest things Broadway fans experience something
like this is hanging out by the stage door after a show in
the hopes of an autograph, or small dinner and show at 54
Below, but they don’t always get to meet the performers
afterwards.
What’s in it for group #1? This target audience gets exclusive access to unique event,
in which they can socialize with one of the best and
youngest up-and-coming artists to come from a Broadway
stage in recent years. They get the opportunity to ask her
questions and get insights into her creative process.
Group #2: Who do you want to attend?
Who would receive complimentary
access to the event in an effort to
benefit the event?
Hint – Friends, family, or other
segments of group #1 should not be
listed.
Additional Information:
What are some of your ideas to
generate revenue for the
event? (actual figures are not
needed)
What type of venue would suit
the needs for this event?
Explain.
Consider amenities, set-up,
capacity, décor, and the vibe of
potential venues.
What is the preferred time of
year to host the event? Explain.
Consider the following:
-How the time of year affects
the schedules of the target
audience.
- Other industry events.
- Seasonality of the subject
matter.
4. DO NOT take specific dates into
account, this should be based
on the time of year that is best
to host the event.
Will sponsorship be
considered? Why or why not.
References:
Josephson, A. (2022). The Average Salary by Age in the U.S. Smart Asset.
https://smartasset.com/retirement/the-average-salary-by-age
Digital Media Kit. (n.d.). Playbill. https://mediakit.playbill.com
https://claritas360.claritas.com/mybestsegments/#segDetail/PZP/31
Dixon, S. (2022). U. S. Gen Z: usage of social networks 2022, by frequency. Statista.
https://www.statista.com/statistics/1329709/us-gen-z-usage-social-media-by-frequency/
