STUDENT USE ONLY

1. Edited by: M. SenthilKumarEdited by: M. SenthilKumar
EVENT MANAGEMENTEVENT MANAGEMENT
TOUR2100TOUR2100
Week 5Week 5
Making a Start

2. IntroductionIntroduction
Getting organizedGetting organized
Event feasibility: finding andEvent feasibility: finding and
testing an ideatesting an idea
The screening processThe screening process
LECTURE OUTLINELECTURE OUTLINE
Progressing the ideaProgressing the idea

3. OBJECTIVESOBJECTIVES
• To examine the planning process for
events
• To consider the mechanisms for
ensuring the effectiveness of the
planning process
• To consider operations, financial and
marketing-related planning activities.

4. INTRODUCTIONINTRODUCTION
For most events, time,
money, people and
effort could be in short
supply and the end results
are the blend of all
resources available

5. INTRODUCTIONINTRODUCTION
Getting started has
two aspects
Find people
to do the job
Screening
the idea

6. The initial stage
depends on the
objectives of
the event
GETTING ORGANIZEDGETTING ORGANIZED

7. The search for people will need to consider
GETTING ORGANIZEDGETTING ORGANIZED
• How much time will organizing the event need from each
person
• Have they any background of doing it before
• Do they have good working relationship with other
people
• If they have some particular weakness in organization,
has another member of the committee got that as a
strength, so that the committee has balance of
expertise?

8. GETTING ORGANIZEDGETTING ORGANIZED

9. GETTING ORGANIZEDGETTING ORGANIZED

10. INTRODUCTIONINTRODUCTIONEVENT FEASIBILITYEVENT FEASIBILITY
1.
Marketing
Screen
2.
Operations
Screen
3.
Financial
Screen
No perfect
fit

11. THE SCREENING PROCESSTHE SCREENING PROCESS

12. THE SCREENING PROCESSTHE SCREENING PROCESS

13. INTRODUCTIONINTRODUCTIONPROGRESSING THE IDEAPROGRESSING THE IDEA

14. STAKEHOLDERS IN EVENTSSTAKEHOLDERS IN EVENTS
EVENTEVENT
Host organizationHost organization
MediaMedia
SponsorsSponsors
Host communityHost community
Participants and
spectators
Participants and
spectators
Co-workersCo-workers Management
ObjectivesPromotion
Editorial/
advertising
Impact
Context
Labor/support
Payment/
reward
M
oney/ In
kind
Acknowledgem
ent
Participation
/support
Entertainm
ent
/reward
The relationship of
stakeholders to events

15. THE HOST ORGANIZATIONTHE HOST ORGANIZATION
EVENT GENERATORS TYPES OF EVENT
Government sector
Central government Civic celebrations and commemorations-e.g. Australia
day
Event corporations Major events-focus on sporting and cultural events
Public space authorities Public entertainment, leisure and recreation events
Tourism Festivals, special interest and lifestyle events, destination
promotions
Convention bureaus Meetings, incentives, conventions, exhibitions
Arts Art festivals, cultural events, touring programs, themed
art exhibitions
Ethnic affairs Ethnic and multicultural events
Sport and recreation Sporting events, hosting of state, national and
international championships
Economic development Focus on events with industry development and job
creation benefits
Education Training and educational events, academic conferences
Local government Community events, local festivals and fairs

16. THE HOST ORGANIZATIONTHE HOST ORGANIZATION
EVENT GENERATORS TYPES OF EVENT
Corporate sector
Companies and
corporations
Promotions, product launches, image-building
sponsorships, staff training and incentive events
Industry associations Industry promotions, trade fairs, conferences
Entrepreneurs Ticketed sporting events, concerts and exhibitions
Media Media promotions-e.g. concerts, fun runs, appeals
Community sector
Clubs and societies Special interest group events
Charities Fundraising and profile-building events
Sports organizations Local sporting events

17. SPONSORSSPONSORS
Sponsors as partners in events
Event managers to identify exactly what sponsors
want from an event and what the event can
deliver from them.
Sponsorship may be seeking mechanisms to
drive sales, or want to strengthen client
relationships through hosting activities.

18. MEDIAMEDIA
The available media technology influences the
way that live spectators experience an event.
Media interest in events continues to grow as
their ability to provide saleable product and to
attract commercial sponsors is realized.
The available media technology influences the
way that live spectators experience an event.
Media interest in events continues to grow as
their ability to provide saleable product and to
attract commercial sponsors is realized.

19. CO-WORKERSCO-WORKERS
For any event to be truly effective, the vision and
philosophy of the event must be shared by all of
the team, from key managers, talent and publicist,
right through to the stage manager, crew,
gatekeepers and cleaners.
The event team is the face of the event, and each
member a contributor to its success or failure.
For any event to be truly effective, the vision and
philosophy of the event must be shared by all of
the team, from key managers, talent and publicist,
right through to the stage manager, crew,
gatekeepers and cleaners.
The event team is the face of the event, and each
member a contributor to its success or failure.

20. PARTICIPANTS AND SPECTATORSPARTICIPANTS AND SPECTATORS
Participants is for whom the event is intended
Spectators is for whom ultimately vote with their
feet for the success of failure of the event.

21. SOURCING EVENTSSOURCING EVENTS
Events are usually obtained or generated from one of the following
sources;

22. CREATING THE EVENT CONCEPTCREATING THE EVENT CONCEPT

23. CREATING THE EVENT CONCEPTCREATING THE EVENT CONCEPT

24. CREATING THE EVENT CONCEPTCREATING THE EVENT CONCEPT

25. CREATING THE EVENT CONCEPTCREATING THE EVENT CONCEPT

26. CREATING THE EVENT CONCEPTCREATING THE EVENT CONCEPT

27. CREATING THE EVENT CONCEPTCREATING THE EVENT CONCEPT

28. CREATING THE EVENT CONCEPTCREATING THE EVENT CONCEPT

29. EVALUATING THE EVENT CONCEPTEVALUATING THE EVENT CONCEPT

30. EVALUATING THE EVENT CONCEPTEVALUATING THE EVENT CONCEPT
Determine whether the
event concept resonates
with current tastes and
fashions?
Determine whether it is
likely to be perceived as
innovative and popular or as
boring and predictable?
Media response to the
event concept is a good
barometer.

31. EVALUATING THE EVENT CONCEPTEVALUATING THE EVENT CONCEPT
Determine whether the event
manager has these skills and
resources or develop them or
buy them.
The event manager need to
determine the event staff
members have these skills or
external supplier need
engaged to provide them.
Determine the staff numbers
is sufficient with the right mix
of skill and the right time,
place and cost to deliver the
event effectively.

32. EVALUATING THE EVENT CONCEPTEVALUATING THE EVENT CONCEPT
To decide whether the event
needs only to break even,
which may be the case if it is
being staged as a company
promotional event, or
whether it is required to
make a profit for the host
organization
To undertake a ‘ballpark’
budget of the anticipated
costs and income of the
event

33. Questions?Questions?

34. 34
Case Study

35. REMINDERREMINDER
Read Chapter
Events Planning

36. Questions?Questions?

37. REMINDERREMINDER
Read Chapter
Events Planning