Event Management Fundamentals

Event Definitions and Importance

• Events are temporary gatherings, offering experiences outside daily norms.
• Special events are non-routine, planned occasions with leisure, cultural, personal, or organizational objectives.
• Events are central to culture, enhancing leisure and entertainment.
• Supported by governments, embraced by businesses, and valued by communities.
• Events are organized by corporate/business entities, professional associations, cultural institutions, NGOs, and special interest groups.
• Key players include event management companies, suppliers, venues, industry associations, and governments.
• Key associations include MEA, ABEA, and ILEA.

Event Typologies

• Categorized by size (local/community, major public, mega-events) and themes (sporting, business, cultural, arts, music).
• Audience categorization by Business-to-Consumer (B2C), or Business-to-Business (B2B).
• Mega-events have over 1 million visitors and $500M capital costs, attracting international tourism and media.
• Hallmark events reflect a location's spirit or ethos (e.g., Oktoberfest).
• Major events have significant national and international impact.
• Minor/local events target local audiences, often supported by local governments.

Event Conceptualization

• Key questions for planning include:
  • Why: Purpose, vision, mission, goals, and objectives.
  • Who: Target audience (tourists, locals, professionals).
  • What: Idea to achieve event goals.
  • Where: Suitable venue.
  • When: Optimal timing (seasonality, audience).
  • WOW Factor: Unique selling proposition.
• Important to understand audience needs, motivations, demographics.
• Stakeholder identification includes directly involved (organizers, participants, sponsors, media, governments) and indirectly involved stakeholders (community members and various government agencies).
• Stakeholder engagement is crucial.

Event Planning Processes

• Stages include: initiation (defining concept and scope); planning; delivery; evaluation (assessing success); legacy management (ensuring positive impact); and shutdown (concluding event).
• Contextual factors to consider include legal/regulatory, political, physical/environmental, social/cultural, technological, and economic factors.

Event Design Elements

• Event scope definition that reflects stakeholder requirements.
• Design elements include theme, atmosphere, emotional flow, duration, and attendee involvement.

Event Initiation: Tenders and Client Briefs

• Types of events (new events, and existing events for refinement).
• Tender definitions (a process for submitting and evaluating offers).
• Client brief documents (detailing event expectations and seeking responses).
• Common requirements for tender submissions (work plan, schedule, cost breakdown, risk assessments, relevant experience, staff skills, appendices,references and examples).
• Examples of event briefs (e.g., The Royal Parks Greenfield commercial events) include information about financial and risk considerations.

Bidding and the Bidding Process

• Key elements for mobile events include criteria, response guidelines.
• Key organizations include event owners, agencies, suppliers.
• Phases include identifying compatible events, securing funds, understanding event criteria; document preparation, site inspections, and presentations.
• Common bid components include event history, venue & infrastructure plans, attendance & promotions, financial feasibility, and contingency plans.
• Reasons for bid failure include lack of research or insufficient proposal.

Event Feasibility Studies

• Purpose (clarity on objectives, stakeholders, and feasibility).
• Key components (market, financial, operational feasibility and the relevant considerations like political, legal, environmental, and social).
• Tools and models (like PESTLIED).

Strategic Planning

• Vision: Long-term aspirations.
• Mission: Defines the event's purpose.
• Purpose statement: Describes the event's reasons for existence.
• Beneficiaries/customer groups of the event..
• Philosophy and values of the organizing body..

Human Resource Management

• Event HR responsibilities focus on staff engagement and meeting objectives (staffing, policies, procedures, recruitment, selection, induction, training, supervision, evaluation, termination/outplacement/retention).
• Various personnel involved (e.g., event manager, volunteers).
• HR considerations for events include pressure on fixed dates, staffing fluctuations, rapid growth/contraction of staffing needs, difficulty attracting paid staff, short timelines, and staff release timelines, and managing volunteer involvement and their motivation.

Budget Blowouts: Reducing Risks/ Process

• Regular budget updates, contingency amounts, considering costs effectively, avoid essential cuts, and transfer costs where applicable.

Cash Flow Management

• Key sources of income (grants, sponsorships, ticket sales, merchandise sales).
• Effective approaches include early registration, discounts, and payment terms adjustments.

Event Monitoring and Evaluation

• Predictive, concurrent and historic controls are needed.
• Evaluation of events should assess economic, social, and environmental outcomes.
• Stakeholder feedback, incident reports, and observation serve as sources for evaluation and improvement.

Risk Management

• Identify, analyze, and treat potential risk.
• Prioritize risks based on likelihood and impact.
• Implement control measures and create a risk management plan.
• Document all processes and outcomes related to risk management.

Crisis Communication

• Importance is to maintain public trust and safety.
• A clear crisis communication plan and effective implementation is vital.

Technology in Events

• Event registration, attendee management, venue management, and other support tools.
• Layout design tools like CAD and other software applications.
• Delivery services/equipment sharing, venue/space booking platforms.
• HR and access platforms (e.g.Get Magic) for management.
• Online event platforms, mobile app tools, and other services.
• Technology enhances efficiency and attendee engagement.
• Data collection/analysis for event outcomes.

Virtual and Augmented Reality

• Innovative event design elements and experiences.

Event Checklists and Scheduling Tools

• Planning checklists to ensure adherence to timelines and completion of tasks.
• Gantt charts to visualize timelines and track tasks.
• Event manuals to provide guidance and operational procedures.