The Business of Leisure

Planning an Event

What is Event Management?

• Definition:• “The process by which an event is

planned, prepared, produced and evaluated”

Types of Event at Alton Towers Resort

• 1. Conferences and Corporate Events • Conferences are usually at the Conference Centre in the Alton

Towers Hotel• We also offer seasonal events for the corporate market within our

conference centre. An example of this would be our Christmas Ice & Diamonds Ball.– Corporate Events tend to be within the Theme Park

and can include Team Building, Company Fun days or Sampling opportunities

Types of Event at Alton Towers Resort

• 2. Consumer Events • These are themed events or special events for our general visitors and

tend to be to add value or to drive incremental volume at a given time

• Examples of Consumer Events for past year’s are:Alton Towers LiveBlack Eyed PeasP!NK Concert ScarefestFireworks

What is involved in event management?

Evaluation & Review

Contingency Planning

Legal

Time Scales

Constraints

Resources

Marketing

Audience

Aims & Objectives

Event Management

Planning an Event: Marketing

• The Four P’s• Product• Price• Place• Promotion

Planning an Event: Resources

• Masquerade Ball• Venue – State Room• Staff – C&B; Entertainments

+ external band & DJ• Equipment

• AV• Chairs• Catering• Rooms

Masquerade Ball Process

Evaluation & Review in

Jan 2011

Leisure offer to support sales

Booking T&C’s

Comms in May

Deliver in Dec

EconomyBudget

VenueThemeing

StaffF&B

WebsitePOS

Direct Sales

Corporate Christmas

Party Bookers

Secure December

Volume

Masquerade Ball

Planning an Event: Resources

• P!nk Concert • Venue – Theme Park Front Lawns • Staff – all contracted staff • Equipment – Bought in production

through Marshall Arts Ltd • Arena Security • Barriers

– Temporary toilets– Temporary Lighting– Temporary Signage – Road Traffic Management – Sound Consultant

P!nk Concert Process

Evaluation & Review 2 weeks post

event

T&C’s of the

license

LicenseContractSound

monitoringOn sale

Dec 2009Event 27th June 2010

Noise pollution

Local residentsLicensing

Staging, production,

staff, toilets, F&B

etc

Via MArts & ATR

Press/Web Radio

28k P!nk fans

Deliver concert to reposition

ATR

P!NK Concert

Planning an Event: Constraints

• Finance – what can we deliver within the budget?

• Size – of event and venues

• Numbers required to deliver ROI– Noise and local

residents– Logistics– Timescales– Legal requirements

Planning an Event: Contingencies• Contracts• Cancellation terms• Health and Safety • Public Liability Insurance• Evacuation Plans• Signage

– Traffic Management– Lost & Found

people/property– Emergency Services

Review Meeting

Objectives Met

Deadlineachieved

Marketing Analysis

Financial Analysis

Key Learning

Planning an Event: Evaluation & Review

Event Management-The future• Competition – monitor and

evaluate potential• Corporate trends – track and

decipher• Economic Climate –

consideration for budgeting – 2012 Plans– 2 New Propositions – Improve exposure through

increased PR– More Concerts and Special

Events

Conclusion• We have explored the two key types of events at Alton Towers

Resort– Corporate and Consumer

• Through the examples of our Masquerade Ball and P!NK we have discussed the key elements that enable us to plan, prepare, produce and evaluate these events

• We have looked at what is involved in the event process and how the 4P’s of marketing are utilised to secure successful event results

• We have considered the use of resources and discussed the constraints and contingencies that may occur within this type of venue

• Through the use of the evaluation and review cycle we can ensure that we continuously improve our event management at Alton Towers Resort.

• Finally we touched on our future plans and the potential future of the events industry in order to prepare ourselves for the road ahead.

Any questions?

• Thank You

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