Event planning involves preparing, executing, and following up on events; it is related to event marketing which promotes events through sponsorships, promotions, and giveaways. The execution stage is the most important part of event planning because the best preparation is wasted if an event is not carried out successfully. Event planners must consider factors like concessions, seating, ticketing, staffing, and marketing when organizing events.

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2. 1. To discover the world of event planning.
2. To examine how event planners manage
different events and functions.
3. To show the different facets of event
planning.
4. To analyze how the components of an
event work together.
5. To discuss careers in event planning.
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3. • Event Planning Basics
• Event Marketing
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5. • Is the process involved in forming an
event such as a press conference,
sporting event, movie premiere or
awards ceremony
• Involves the following three steps:
– preparing
– executing
– following up
• Is important so an event can be executed
successfully with minimal problems 5

6. • Includes many aspects which can
include the following:
– booking a popular band
– coordinating downtown traffic and
parking
– planning the order of events
– ensuring guest satisfaction
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7. • Preparing
• Executing
• Following up
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8. • Involves planning for the event
• Also involves predicting how many
people will attend the event
• Organizes the event up until the
executing stage
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9. • Is the most important stage in event
planning
– the best preparation is a waste if an event
is executed poorly
• Requires the event to be completed
• Also involves overcoming any problems
occurring during the event
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10. • Can include the following:
– weather
– lighting issues
– technical issues
– fan discipline
– ticketing problems
– overcrowding (concerts)
– performer safety
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11. • Involves evaluating how the execution and
planning stages were performed
• Also involves making any changes for
future events
• Proves to be a valuable stage for learning
• May involve sharing experiences with
others in the industry
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12. • Involves fulfilling the following needs:
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concessions
merchandising
seating
ticketing
staffing and training
personal seat licensees
luxury boxes
season tickets

13. • Are food and drinks sold at events
• Prove to be large revenue generators
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The Baltimore Ravens average almost $13 per
fan in concessions. With over 61,000 fans per
game, concessions bring in $793,000 per game,
or roughly $6.3 million per season.

14. • Vary with the weather and must be
planned accordingly
– extreme heat or cold temperatures tends to
increase concession sales
• Can be forecasted, or predicted, based
on past attendance at an event
– event planners can use statistical tools to
plan
– past statistics prove useful when deciding
item quantities
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15. • Are usually higher if the team is allowed
to sell alcohol
– alcohol sales generate more money since
alcohol is more expensive than most other
drinks
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Is it logical to assume the more fans at an event,
the more revenue generated by concession
sales? Revenue is money brought in to a
business by the sale of a product or service.

16. • Is the sale of logoed apparel for events
– can include the following:
 t-shirts sold at a local 5k race
 replica jerseys for sporting events
 CD sales, posters and drum sticks at
concerts
 foam fingers
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17. • Continues for the team, concert or event
after the event is over
– serves as free advertising when someone
wears an event t-shirt
• Serves as memorabilia for
event attendees
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18. • Is similar to planning concessions
– event planners must estimate:
 what each customer will purchase
 how much each customer will purchase
• Involves coordinating the purchasing of
merchandise for the event
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19. • Involves planning where
attendees will sit
• Is much easier at a stadium
where seating is stationary than at a
temporary venue like an outdoor
concert
• Must provide everyone with a seat
worth the price of admission
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20. • Comes in multiple forms:
– chairs
– bleachers
– luxury boxes
• Is arranged in sections to offer a variety
of prices
• Is synonymous with ticketing
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21. • Is one of the most complicated aspects
of event planning
• Involves pricing tickets at a level
drawing the maximum amount of
customers and profits
• Also involves printing the actual tickets
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22. • Involves printing off tickets for
thousands of people
• Also involves online ticket capabilities
• Has expanded into bar code ticketing
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23. • Is a new method of ticketing
• Allows attendees to print tickets on home
computers
• Saves people time by not visiting a
ticket counter
• Can also be used with concessions
and merchandising
• For example, a San Diego Padres
bar code ticket costs $45 but may include
$20 worth of merchandise or concessions
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24. • Help event planners manage hundreds
of thousands of tickets
• Are now mostly online
• Can track which attendees actually
show up
• Range from simple to use to extremely
complex, depending on the application
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25. • Include the following:
– Ticketmaster Archtics
– Etix
– Paciolan
– Prologue
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26. • Are fees charged to ticket holders for the
right to buy a season ticket
– after paying for the personal seat license, the
ticket holder can buy a season ticket
• Offer an additional way for stadiums or
teams to generate revenue
• May be used to finance new stadiums’
additional revenue
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27. • Are controversial if they are
implemented in an existing
venue because many
long-time season ticket
holders may feel they
already have the “right” to
own a seat
• May make fans angry if they
do not receive additional
value for the right to their
PSL
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28. • Is needed by employees
working an event
• Must be coordinated by an event
manager
• Can have hundreds of part time
employees for large events
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Think about how much training goes on behind the
scenes of a major event. Everyone from the ticket
takers to the ushers must be trained. How important to
you is a stadium employee being able to direct you to a
merchandise counter? What about a first aid center?

29. • Are upscale seats providing venues a
chance to attract celebrities or other
types of important clients
• Usually include free food and drinks
along with televisions and a lounge area
• Are enclosed from the elements
– most have windows which can be opened
for a more “stadium-like” experience
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30. • Are often popular with corporations who
use the luxury boxes to entertain and
network with top clients
• Bring in substantial
revenue for the venues
– some luxury boxes cost
thousands of dollars per game
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Networking: initiating relationships with new
people and using the new relationships to help
initiate mutual business

31. • Sales have recently slowed after a huge
boom in the 1990s
– possibly attributed to changes in tax laws
– sales may have slowed due partially to the
explosion of luxury boxes – they are not as
rare and “special” as they once were
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32. • Offer fans tickets to all of a team’s
games for one price
– most fans will not come to every game
• Allow a team to have guaranteed money
throughout the year
• Also allow fans to buy tickets at a lower
price than buying each game individually
• May require the purchase of a personal
seat license
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33. • Offer fans guaranteed seats to a certain
number of games throughout the year
• Are similar to season tickets
– come in a variety of options:
 some have as few as two games
 others come in packages of ten
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34. • Allow fans to visit more than one game, but
less than every single game
• Give teams the flexibility to package an
attractive game which would sell well with an
unattractive game where attendance would
be lower, guaranteeing the team better
attendance at the unattractive game
• Can also be packaged with merchandise for
increased attractiveness
– for example, some teams offer fans
autographed merchandise if they purchase a
certain ticket package 34

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36. • Is defined as the ongoing effort of marketing
at events; specifically events such as press
conferences, sporting events and award
ceremonies
• Is commonly thought of as promotions or
advertising at events
– for example promotion of an athlete’s tennis shoes
at a sporting event or the advertisement of a soda
at an outdoor event
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Marketing: the pricing, placement and
promotion of a product or service

37. • Can be thought of as a component
of event planning
• May include a large amount of
time spent working on planning
an event
• For example, a company responsible for
planning an outdoor Fourth of July event may
spend a considerable amount of resources
searching for event sponsors
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Event
planning
Event
marketing

38. • Includes the following:
– sponsorships
– promotions
– giveaways
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39. • Are one of the most common ways events
are funded
• Can be used in different ways
– one sponsorship may rename an event or an
award, such as the FedEx® Orange Bowl or
the Home Depot® Neighborhood MVP Award
• Can also be used on banners or billboards
such as the outfield wall at a baseball
stadium
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40. • Are paid advertising for a company
• Allow sponsors to connect with fans
• Increase brand awareness among fans
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Brand Awareness: the ongoing effort of sponsors
and advertisers to keep their brand or product at
the forefront of fans minds

41. • Are in-game or in-concert activities
designed to entertain and advertise to
consumers
• Provide event marketers with creative
ways to entertain fans
• Offer sponsors with memorable ways to
advertise to consumers
– for example, a popular burger chain may offer
a burger eating competition with three fans at
center court of a basketball game, providing
entertainment for the fans and advertising for
the sponsor 41

42. • Are free materials a team or event can
give away
– for example, concert schedules, team
magnets and plastic wrist bands
• Usually include both the team/concert
and sponsor’s logo
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43. • For example, programs at an opera include the
names of participants and local donors. It may also
showcase local businesses sponsoring the show.
Other concerts may include logoed glow sticks or
pom-poms. After the event many attendees will keep
the give-a-ways as memorabilia. Every time they see
the giveaway, the sponsor hopes they are connecting
the great time they had at the event with the sponsor.
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44. • Come in many different shapes and sizes
– for example, small arenas and stadiums have
event coordinators whose job is to plan and
manage events for the arena
• Also include careers with specific events
– for example event planners for the Super Bowl
spend more than three years planning for a single
football game
• May include a single aspect of event planning
– for example, many sports teams have careers for
people interested in ticket sales, a small
component of event planning
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46. 1. In your own words, what is event planning and how
does it relate to event marketing?
2. Name the three stages to event planning. Which one
is most important and why?
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47. 3. You are in charge of planning concessions for a
large concert in Los Angeles. The event is held
every year and there is an expected attendance of
30,000 people. According to health laws, any food or
drink not sold cannot be resold. What tools or
sources will you use to decide how much food and
drink to order?
4. You are in charge of planning a battle of the bands
event for your school. The purpose of the event is to
raise money. You will hold the battle at a local
gymnasium. How will you use event planning and
event marketing to raise money?
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48. 5. A local restaurant contacts you about the battle of
the bands. They would like to do some kind of
sponsorship or promotion. The restaurant mainly
sells tacos and burritos. Name a sponsorship or
promotion you think will be both creative and
effective.
6. It is the day before the battle of the bands. A school
administrator calls and informs you there has been
a change of plans, and the gymnasium will be used
for a basketball game. He tells you, “Sorry, but the
order came from the top.” What do you do?
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49. 7. Your high school sports team is thinking
about selling season tickets. There are a
few games everyone attends every year.
What are the advantages to partial season
tickets? Do you think partial season tickets
would be a good idea?
8. What are PSLs? Why are they important
for a team or concert venue?
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50. 9. What is your favorite sports team or band? Do you
have any of their branded merchandise? What
would you like to buy that they do not currently
offer? Do you think others would like to buy these
things?
10. You are solely in charge of high school graduation
occurring in eight months for the seniors. Where
do you start planning such an important event? Do
you need to form a committee to help split up the
work? The seniors will graduate in eight months.
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51. • Padres Announce Single-Game Ticket Pricing
and New Seating Options
sandiego.padres.mlb.com
• Impact of the Baltimore Ravens Pro Football
Team on the Maryland Economy
bb.mdstad.com
• Sportslaw Jargon: Personal Seat Licenses
www.sportslawnews.com
• Fans Find Personal Seat Licenses Offer Few
perks
findarticles.com
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