This document provides guidance on planning an event from concept to post-event. It discusses developing the event concept, choosing a location, developing the theme, creating invitations and promotional materials. It also covers budgeting, food and beverages, the event day checklist, post-event tasks like evaluation and cleanup. Appendices include templates like a site inspection checklist, layout diagram, production schedule, supplier checklist, and sponsorship information. The overall document aims to help event planners consider all essential aspects of holding a successful event.

1. Chapter 3 The Event Concept
HRTM 195 Events Management
Prepared by: Aireen Y. Clores

2. To Help With Your Audience
Satisfaction
• Try these tips:
– Research and Develop External Client
Relationships
– Pay attention to the smallest details. (People
Notice)
– Choose a direction to your event and attack with
passion
• The event could be:
– Educational, Energizing, Enlightening, or Engaging
– Look for different things to make your audience
standout
• E.I. Personalize and Customize as much as possible

3. Pre-event
11. Promotion
1. Proposal
2. Budget
3. Venue/ Site Selection and Design
4. Production Schedule
5. Speaker & Supplier Checklist
6. Sponsorship
7. F & B Menu
8. Guest list
9. Risk Management
10. Marketing

5. 1. Executive Summary
2. Contents Sheet
- Major section headings + details of any attachments
3. Introduction
- Your approach
4. The Concept
- Description including broad outline timings for the actual show
- Include floor/ site plan to assist understanding (detailed plans
are
in the Planning section or as attachments)
- Include artist’s impressions if they add to understanding

6. 5. Meeting the Requirements
- Answering specific questions or requirements posed by the client
6. The Budget
- Basis of calculation
- Income and expenditure
- Cash Flow
- Details of management fee structure and payment schedule
(the fully detailed budget and cash flow could be an attachment)
7. Organizational Structure for the Event
- Includes outline of major responsibilities
- Your company profile, references if applicable, as attachment
- Major contractor’s details may be required as well

7. 8. Planning/ Logistics
- Outline to show you can do it, NOT so much detail that the
client
can take the plan and do it themselves.
- Risk Management plan is usually required
- Include other operational plans, such a Transport, ONLY IF THEY
ARE DIRECTLY APPLICALE TO WINNING THE BID
9. Other Plans (Marketing, sponsorship etc)
- ONLY include if they are part of the requirement, and then in
strategic rather than detailed form

8. 10. Why Us?
- Your major selling point for this event
11. Conclusion
- A tidy summary of the major points which will sell the
proposal
12. Attachments
- Factual – Budget, floor plans, company profile, credentials
- Supporting – Details of the location, tour options, etc

9. Location, Location, Location
1 of the MOST IMPORTANT
THINGS to consider when
planning an event!!!

10. Guidelines for Selection
1.Availability
2.Size of the event
3.Layout and suitability
4.Stage, field of play or performance area
5.Transport and parking
6.Proximity to accommodation
7.Services available e.g. F&B
8.Technical support e.g. PA system, projector
9.Cost

11. Other Things to consider when
look at Location
• 4 main criteria:
– Proximity
• Where the location of the event is in relation to its
environment.
– Cost
• How much will the location cost $$$ (site cost
included)
– Size
• How much room do you need per person?
– Facilities
• What else are we working with?

12. Little Things Have a Big
Effect
• Make sure the event location matches the
event theme.
• Outline everything you have and need before
hand (Contracts)
– Helps with organization
• Indoor or Outdoor decision
• Type of safety hazards
– One way in one way out exits, etc.
• Will there be signs available to identify your
event

13. • So you’ve got your location down
so…what’s next…
KNOW YOUR
VENUE

14. Venue
• Make sure Staging, Audio, and Lightening is accessible at
your venue.
– Having no power is no fun
• Be weary of Space and Time guidelines in the contract.
• Keep in mind the feeling you want to convey in relation
to your venue.
• Know the smallest details
– Carpeted or Not
– Number of Columns in the room
– Possible isle paths for entrance and exits
– Event Design Angles

15. Transportation and Parking
• The event begins and ends with parking
and transportation.
– Transportation
• Make sure you take care of any special vehicles
needed to transport participants.
– Parking
• Get parking passes IN ADVANCE (if needed)
• Is there going to VIP parking
• Is the parking area will lit
• Will media have special parking
• Will sectional parking be avaliable.

16. THEME
• Things to consider
– Time of year
– Site
– Name & Logos
– Atmosphere
– Lighting
– Props
– Party Favors

17. Invitations/Promotional
Materials
• Save the date cards
– Themed reminders about the event
• Make sure your invitation set the mode
for the event
– It’s the first time your audience see’s or
hears about your event
• Determine whether the event be
– Invite only
– General Admission

18. #1 CARDINAL RULE
NEVER RUN OUT
OF FOOD
WARNING: This may cause a riot

19. • DECIDE IF THERE WILL BE FOOD AND
BEVERAGES AT YOUR EVENT.

20. Food And Beverages
• Most venues will work with you when it
comes to food in their venue.
• Make sure the food matches or adds to
your event.
• If alcohol is being served make
guidelines to ensure order.
• Make sure you are there for every step
of the food and beverage process.

21. SO HOW MUCH IS
THIS GOING TO
COST YOU

22.  Indentify Expenditure
1. Food & Beverage
2. Administration
3. Wages & salaries
4. Venue
5. Lighting, sound & visual
6. Staging
7. Graphic design
8. Printing
9. Decoration
10. Entertainment
11. Marketing & Promotion
12. Travel
13. Accommodation
14. Contingency
Indentify Income
1.Ticket sales
2.Sponsorship
3.Merchandising
4.Advertising
5.In-kind

23. Money
• Project a budget first
– Preliminary budget frame your event
vision
• NEVER MIX EVENT MONEY WITH YOUR
MONEY.
– If you don’t have the money make it work
with what you have.

24. Things to consider
• Budget
– How much are you going to spend.
• Kitchen space and location
• Number of guest
• Type of Event
• Will there be Appetizer/Courses served
• How will your food be served
– Self-service
– Catering help

25. Event Budget
• Things to consider when creating your
budget
– Expenses
• Focus of the Event
• Site Cost
• Refreshments/Food
• Programs
• Promotion materials
– Income
• Pre-sold/Day of tickets
• Vendor spaces
• Raffle tickets etc.

26. NOW THE MAIN EVENT
HELPFUL HINT: Show about one hour
before the first person or group is suppose
to be there just in cause

27. Event Day

28. Day of the Event Checklist
o Supplies Pick up
o Venue Set-up
o Prop pick-up
o Furniture Placement/Removal (if needed)
o Food Delivery (if needed)
o Place any outside and/or outside Promotional Materials
o Copies of any contracts or written correspondence
o Be prepared to handle any last minute adjustments
o Back up plans, surplus items, etc.

29. Now That Your Event Is Over
WHAT NEXT???

30. Post Event
 Evaluation
 Shutdown and Reporting

31. CLEAN UP
• Clean up begins once the last dish is cleared.
• At this time, you want to re-announce prize winners
to come pick up their prizes.
• Also announce the ending of the meal.
• Make sure to check every inch of the venue and
location while cleaning
• Generally you want your venue and location to look
like it did when you first arrived. (at least)
• Make sure all trash is taken to the negotiated areas

32. Closing the Event
• Make sure procedures for securing any
types of keys are made clear and
followed.
• The event manager should be the last
one to leave.

33. See Appendix 2 _ Site Inspection Checklist
Conduct a Site Inspection
Develop a checklist for Site Inspection:
1.Compatibility with event theme
2.Seating arrangement
3.Sight obstruction e.g. pillars
4.Storage areas
5.Entrances & exits including freight access
6.Stage area
7.Equipment available on site
8.Safety and security
9.Access time
10.Power

34. See Appendix 3 _ Layout Diagram
Layout Diagram
Prepare a Layout diagram on:
1.Stage
2.Seating and table arrangement
3.Registration area
4.Equipment positions e.g. lighting, projectors
5.Decoration layout
6.F & B station
7.Signs
8.Entry and exit including staff position

49. See Appendix 4 _ Sample of Gantt Chart
See Appendix 5 _ Sample of Production Schedule
What is to happen
When will it happen
Where will it happen
Who is responsible
Gantt Charts/ Production Schedule

50. Event review meetings
- to check progress against the schedule
Status reports
– to check progress against schedule
Check lists
Direct observation

51. Speaker Checklist
1.Send invitation
2.Get writing confirmation
3.Biodata and photograph
4.Slide presentation
5.Accommodation & Transportation Arrangement

52. See Appendix 6 _ Sample of Supplier Checklist
Supplier Checklist
1.List of suppliers
2.List of requirements from every supplier
3.List of their roles and date to set up
4.i.e audio and visual – projector, notebook, PA
system, microphone, cable
5.i.e photography – how many photographer you
need, location of the photographer

53. Why should companies sponsor?
1.Gain access to target markets for promotional messages
2.Generate consumer awareness – used to introduce or build a brand
3.Positioning/repositioning of the existing service/ product
4.Exclusivity – to lock out their competitors
5.Demonstrate product attributes

54. Before seeking sponsorship, we should
decide whether:
1.Your stakeholders (members, participants) are likely to approve
of commercial sponsorship
2.Your event has rights/ benefits of value to a potential sponsor,
e.g. access to target markets
3.You have the human resources to sell and service sponsors, e.g.
a good sales person
4.There are businesses/ organizations that you would be advised
not to seek sponsorship from

55. Sponsorship Proposal
1.Overview of the event including mission/ goals, history,
location, current and past sponsors, program duration,
staff, past or anticipated level and predicted attendee
profile
2.Sponsorship package on offer and its cost. This might
range from naming rights or sole sponsorship to designated
sponsorship categories
3.Strategic fit between the event and the needs of the
organization
4.Duration of agreement, e.g. agreement for one year,
optional for 3 years renewal
5.Contact details

56. Identifying Sponsors
1.Who has sponsored the event recently?
2.Research the sponsors of similar competitor events – who is in the
market?
3.Examine what particular companies or products have a fit with your
event

57. Selling Sponsorships
1.Identify the decision maker in the company that you
are approaching
2.Try to obtain a personal interview to discuss the
sponsorship
3.Sell opportunities (access to target market, capacity to
meet with specific VIP’s)
4.Provide a benefit package (competitively priced) that
will meet some of their marketing needs
5.Be creative in the form that your sponsorship proposal
takes
6.Interact with potential sponsors in a professional way

58. Managing the relationship
1.Make sure that you keep in regular contact with your
sponsor – manage the relationship
2.Discuss and agree with your sponsor on clear objectives
and agreement
3.Reports achievements as part of negotiating for renewal of
the sponsorship

59. Check and compare
the menu
Food Tasting
Confirm the menu

60. Prepare the Guest List
Send Invitation
Confirm the attendance
See Appendix 7 _ Sample of Guest Checklist

61.  Is a way of helping you to identify and resolve
the risks that could result in accidents, injury
or damage.

62. Risk Management
Process
Identify Risks
Analyse & Evaluate
the Risks
Identify Options
What can happen? How can it happen? Create an action plan
Treat the Risks

63. Event Marketing is a matching process in which
the event producer seeks to understand and
meet the needs of their audience

64. Is a planning for a promotion
Positioning
Identify target market
How attendees regard a specific event or other
events of a similar nature

65. Marketing
Strategy
Identify
Target
Market
Set
Objective
Segmenting
Event
Markets
Exhibitors Participants
No. of
Participants
Gross & Net
Profit
Geographic:
Local
Regional
international
Demographic:
Age
Sex
income
Socio-economic:
Education
 occupation
Other:
Topic
Price
Marketing Strategy

66. 1. Promotion
• Direct/ electronic marketing e.g. direct mail,
electronic newsletters, web advertising, mobile
phone – sms blast
• Advertising e.g. media releases, media kits, live
media crosses (media sponsor)
• Sales Promotion e.g. cross promotions with sponsors
• Others e.g. partnerships with media/ other events

67. 2. Place (Distribution)
• Direct e.g. through phone, internet
• Indirect e.g. distribution through
associations, banks, telecommunications
service centres, flyer distributors etc

68. •Create or increase awareness of the event
•Create or enhance a positive image of the event
•Position the event relative to its competitors
•Inform target market(s) of the event
•Generate demand for the event
•Remind target markets of the event details

69. Promotion
Advertising Publicity Sales Promotion Direct Marketing Personal Selling

75. See Appendix 8 _ Sample of Running Sheet