Events Management Chapter 2 Event Concepts

E V E N TC O N C E P T S

C H A P T E R 2

S U B M I T T E D T O :

Dr. John V. PaduaS U B M I T T E D B Y :

Conwi, Khristna Eve G.Tulagan, Kim Angela D.

Condino, Jayson G.Briones. Melorie Anne

Anastacio, Allen

S T A K E H O L D E R

- is a person who can affect or will be affected by the event.

- Stakeholder is a person of influence but not directly involved in the work.

- According to Getz (997) Stakeholders are those people and groups with a stake in the event and its outcomes, including all

groups participating in the event production, sponsors and grant

givers, community representatives, and anyone impacted by the event.

ESTABLISH EVENT PURPOSE OBJECTIVES AND SCOPE

Accdg. to Allen et al. (2008) includes 6 major event stakeholder groups:

1. The host organization2. Host community3. Co-workers4. Event sponsors5. Media6. Participants and spectators


Stakeholders may include:

• Event principle (key person in host organization, or client)• Organizing committee• Sponsors, donors• Local community• Local authorities• Service Contractors• Suppliers• Performers, entertainers, participants• Spectators, audience• Media


E V E N T S T A K E H O L D E R S

P U R P O S E O F T H E E V E N TThe purpose of the event should drive all planning and

assist in sorting out difference of opinion and managing conflict. O B J E C T I V E S O F T H E E V E N T

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


S C O P E O F T H E E V E N T

Related to the purpose and objectives of the event is its scope. This encompasses the date, time and duration of the event and its size. The scope of the event is dependent on available resources.


ESTABLISH EVENT CONCEPT, THEME AND FORMAT

T H E M E- The theme of the event should be linked to the

purpose. It should be completely compatible with guest/audience needs and consistent in all respect. Most events adopt a colour scheme that is repeated on all items produced for the vent, such as tickets, programs, uniforms, decor, posters and merchandise. This helps attendees to identify the theme.

V E N U E- 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.


When the considering the choice of venue, the event organizer needs to look at a number of factors including:

• Potential to fulfill the purpose of the event• Ambience• Location• Access by public transportation• Parking• Seating Capacity• Built features (such as stage)• Cost of decoration, sound, and lighting• Cost of labour• Logistics of setting up• Food and beverage facilities• Safety


E V E N T A U D I E N C E- When organizing an event, the needs of all participants

must be considered before finalizing the concept.

- In example of the entertainment-based event held for the financial planners (conservative stereotype!), n organizer would be wise to challenge normal behaviour and encourage participation in unusual activities.

F I N A N C I A L C O N S I D E R A T I O N S


T I M I N G O F T H E E V E N T- The timing of an event is often linked to the season

or weather. - Evaluation of an event concept must take into

account the following four time-related factors:

1. Season 3. Time of day2. Day of the week 4. Duration


E V E N T T E A M , C O N T R A C T O R S A N D O T H E R S T A K E H O L D E R S

- The skills of the vent team and, just as importantly, the contractors, such as lighting technicians and catering staff, are an important consideration in terms of concept development. Staff working at most events have very limited opportunity for training, making job break-downs and task sheets essential aspects of planning.The following list is not exhaustive but provides an idea of the many people involved in staging an event:

• Talent/performer/team and manager• Cast and crew• Contractors (service providers)• Suppliers• Employees• Volunteers• Emergency Services

EVALUATE THE FEASIBILITY OF THE CONCEPT

Competition - Involves looking at the timing and duration of other events.

Regulations - Wide range of laws and regulations have an impact on the staging of events and these can severely limit

creativity. Marketing - How to sell an event is a very important part of the initial planning, the timing of your marketing efforts being

crucial. Community Impact - Local traders and other lobby groups can

raise hell for the unprepared event organizer, so it is absolutely essential that community benefits are

explained and other impacts considered as part of event proposal.

EVALUATE THE FEASIBILITY OF THE CONCEPT

Revenue and Expenditure – Losing money is the fastest way to get out of the event business. In

almost every case, contractors for catering, security and other services require deposits and payment in full prior to

the event, which can cause cash flow problems if there are no advance

ticket sales.

DESIGN THE EVENT

T H E M E- According to Goldblatt (2005) Theme should ideally

appeall to all senses: touch, smell, taste, sight, and hearing. If the aim of the events is to transport the audience, appealing to all the senses will contribute positively to the outcome. Keep in mind the needs of the audience when planning.

L A Y O U T- The audience needs to comfortably fill the venue to

create a positive ambience.

D E C O R- Fabrics, decorative items, stage props, drapes and table setting

can all be hired and it is generally worthwhile investigating these options before settling on the event theme as hiring items can reduce costs enormously.

DESIGN THE EVENT

T E C H N I C A L R E Q U I R E M E N T S- There is no substitute for wide-ranging experience and

this is key attribute that should be sought when choosing technical contractors. New technology, especially anything used to demonstrate new products, needs to be tested thoroughly through many rehearsals. A back-up system is essential.

S T A G I N G- Staging rentals has a wide range of specialist skills

resident in the company, including logistics and installation.

C A T E R I N G-Food quality and selection are notoriously bad and

outrageously expensive, at many events and planning must take into account.

E N T E R T A I N M E N T-The most important thing is that entertainment suits

the purpose of the event, not detracts from it.

DESIGN THE EVENT

S U P P L I E R S– During most large events, suppliers are pressed for the

best quality from all their customers at a time when volumes are much larger than usual. This is when a good long-standing relationship with a supplier in invaluable.

T A L E N T-When the talent is the focal point for an event,

management of the talent is exceptionally important. This includes meeting their essential needs as well as their many personal preferences for hotel rooms and unique foods.

S E R V I C E-Accdg. to Matheson (2009) the intangible aspect of the

event are vitally important. These include the atmosphere or ambience and the factors that contribute to the uniqueness of the visitors’ experience.

DESIGN THE EVENT

PROGRESS THE CONCEPT TO OPERATIONAL STAGE

The next stage involves developing a summary of key logistical requirements based on the overall concept, theme and format. Accurate and complete information should then be provided to all relevant stakeholders including councils and other authorities, so that any necessary formal approvals can be received before planning is too far advanced.

Access to the site (Can vehicles come close enough for off-loading or parking?) Physical limitations (Will the size or shape of the stairs make it impossible to move heavy equipment?) Dimensions of the site (Is it too high, too low, too narrow?) Refrigerated storage (Is it sufficient) Physical space for food preparation (Is it too small?) Toilet facilities (Are they fixed or portable?) Cleaning (Is it contracted?) Catering (Will there be any physical problems with transporting, storing and serving food?) Safety (Are patrols exits, fire procedures, first aid, etc: all in place?) Potential damage to the site (Is there a danger of flowerbeds being trampled?) Provision of basic services (Are water and electricity laid on?)

T H A N KY O U

Business

Events Management Chapter 2 Event Concepts