EVENTS CONCEPT Stakeholder From a broad idea that a stakeholder is a person who can affect or will be affected by the event. The more specific idea that a stakeholder is a person of influence but not directly involved in the work. Clearly, this definition could also include an organisation such as a government. Getz( 1997) states that stakeholders are those people and groups with a stake in the event and its outcomes, including all groups patrcipating in the event production, sponsors and grant-givers, community representatives and anyone impacted by the event These stakeholder may include: Event principal (key person in host organisation or client) Organising committee Sponsors, donors Local community Local authorities (e.g. Council, emergency services, environmental authority) Service contractors ( e.g. Staging, cleaning, catering, security) Suppliers Performers, entertainers, participants Spectators, audience media Numerous factors need to be considered in developing the event concept Purpose of the event Although the purpose is also strongly linked to both the theme and the venue In some instances defining the purpose is difficult.

1. EVENTS
CONCEPT

2. Stakeholder
• From a broad idea that a stakeholder is a
person who can affect or will be affected
by the event.
• The more specific idea that a stakeholder
is a person of influence but not directly
involved in the work. Clearly, this
definition could also include an
organisation such as a government.

3. • Getz( 1997) states that
stakeholders are those people and
groups with a stake in the event
and its outcomes, including all
groups patrcipating in the event
production, sponsors and grant-givers,
community representatives
and anyone impacted by the event

4. The best example
• Wedding where everyone has an opinion about
how things should be done, including the
mother-in-law

5. These stakeholder may include:
• Event principal (key person in host
organisation or client)
• Organising committee
• Sponsors, donors
• Local community
• Local authorities (e.g. Council,
emergency services, environmental
authority)

6. These stakeholder may include:
• Service contractors ( e.g. Staging,
cleaning, catering, security)
• Suppliers
• Performers, entertainers,
participants
• Spectators, audience
• media

7. Numerous factors
need to be
considered in
developing the event
concept

8. Purpose of the event
• Although the purpose is also strongly
linked to both the theme and the
venue
• In some instances defining the
purpose is difficult.

9. Purpose of event
• Example, discussion with 10 people
about the purpose of a wedding is likely
to lead to many different ideas such as
formalise of relationship, to make
commitment, to show off to relatives, to
have a big party and these ideas do not
even include a religious element.
• However, they will need to work out the
purpose- summaries the primary of the
weeding is to ensure its success.

10. Objectives of
the event
Planning for an event should also involve
defining specific, measurable objectives.
These might include targets for the following:

11. Objectives of the event
• Number of people attending
• Number of participants
• Contributors of sponsors
• Value of grants and donations
• Break-even or amount of profits
• Goals for charitable contributions

12. Objectives of the event
• Level of media exposure
• Number of repeat visitors
• Vale of merchandise sold
• Value of food and beverage sold
• Number of exhibitors, stall holders

13. Objectives of the event
• Establishing an objective helps
keep the organiser or the event
manager focused on what they
wish to achieve.
• Measuring the outcomes against
assists planning of future events.

14. Scope of the event
• Related to purpose and objective
• This encompasses the date, time
and duration of the event and its
size.
• The scope depends on the
available resources.

15. Scope of the event
• Resources that may be required
include human resources (e.g. The
number of volunteers), physical
resources ( e.g. Equipment or
infrastructure) and financial
resources (e.g. Sponsorship)

16. Scope of the event
• Timing is another factor here
• It is essential to ensure that the
event does not clash with other
similar events during a peak
season.

17. Establish event
concept, theme and
format

18. Theme
• Theme of the event should be linked to
the purpose.
• Should be compatible with
guest/audience needs and consistent in
all respects.
• Most event adopt a colour scheme that is
repeated on all items produced for the
event such as ticket, programs, uniforms,
decor, poster and merchandise.

19. theme
• This help attendees to identify with the
theme
• Potential themes are endless, limited
only by your imagination and
customer’s pocket.
• Some examples:
• Historical
• Artistic
• Musical

20. Venue
• The event manager needs to carefully consider the
planning implications of choosing an unusual venue
in preference to a standard venue requiring
decoration only to match the theme.
• Lighting, sound and catering also provide challenges
in unusual settings
• These are example of unusual venues:
• Parking lot
• Museum
• Amusement park

21. venues
• Many venues provide enormous
flexibility and can be transformed
to meet the requirements of the
theme.
• The range is extremely wide- from
hotel banquet rooms, conference
centres and theatres to sporting
venues

22. venues
When considering the choice of
venue, the organiser needs to look
at a number of factors:
• Potential to fulfil the purpose of
the theme
• Ambiance
• location

23. venues
• Access by public transport
• Parking
• Seating capacity
• Built features such as stages
• Cost of decoration, sound and
lighting

24. venues
• Cost of labour
• Logistic setting up
• Food and beverage facilities
• safety

25. Event audience
• When organising an event, the needs of
all participants must be considered
before finalising the concept.
• Every audience is different, and the event
manager needs to go with the flow and
direct the event to meet the audience
response.
• This can involve sudden changes in plan.

26. Financial considerations
• It is an important consideration at this early stage of
event concept and design.
• Initial financial estimates can get out of control very
easily, and the choice of event concept can certainly
contribute to this.

27. Timing of the event
• Often linked to the season or weather.
Example:
Mid-winter is certainly not the time to hold a flower
show.
• The timing of sporting events is of course limited by
the sporting season and their traditional
competitions.
• Broadcast to international audiences is another
consideration.

28. Timing of the event
• Television schedules for local and international
events are tightly managed and lived television
broadcast need to be carefully planned. Not every
sporting enthusiast is keen to stay up all night for a
delayed broadcast.
• Evaluation of an event concept must take into
account the following four times-related factors:
1.Season
2. Day of the week
3. Times of day
4. duration

29. Timing of the event
• Closely linked to this concept of timing (in the
sense of scheduling on the event calendar) is
the topic of lead time. This is the time
available for planning and implementation.
Last-minute request are very difficult to
manage. For an event manger a long lead
time is preferable, allowing adequate time to
develop the event specifications and
commence contract negotiation with suppliers
and other contractors.

30. Timing of the event
• The duration of the event is
another consideration, with
multiple-day events providing the
biggest challenges as the venue
has to be cleared, cleaned and
restocked between sessions.