Event Planning - Phase 1

Event Planning - Phase 1

• Event planning often starts with existing events, similar events, or client ideas, rather than a blank canvas
• The pandemic has significantly altered how events are planned, changing the medium from physical to online
• Phase 1 involves research, concept development, and feasibility screening
• Steps in Phase 1: Research, Concept Development, Screening and Feasibility, Stakeholders, Sign-off
• Aims and objectives are crucial aspects of any event and should be well-defined
• Information gathering is essential to understanding the client's and the organization's needs
• Concept development involves generating ideas and tailoring them to the audience
• Screening and feasibility analysis evaluates the practicality and viability of the event concept
• Stakeholder analysis identifies individuals and groups who are affected by the event
• The mission, aims, objectives, values, and goals of an organization are important for informed event planning

Main Event Management Process

• The rest of the chapter is dedicated to processes that help generate a new event concept and evaluates the feasibility
• The research process begins with identifying what's important to the organization
• Identifying the organization's purpose, values, and goals is a critical first step using mission, objectives, and values statements
• Many organizations have a mission statement, a formal statement summarizing their purpose, values and goals
• Research involves gathering data from the client, the organization, and other stakeholders, including potential attendees.

Event Objectives

• Event objectives must be SMART (Specific, Measurable, Achievable, Realistic, Time-bound)
• Using SMART objectives helps ensures that the event achieves its goals
• A hierarchy of objectives is an important aspect for the event organizer
• Event objectives should align with the client, the organization, and the participant
• A well-defined concept and objectives make the process achievable
• Using the Five Es model helps conceptualize an event (Entertain, Educate, Energize, Engage, and Enlighten)
• There is no one-size fits all formula; rather guidelines assist development
• Establishing the event objectives is critical, even if clients have not fully developed ideas
• Event planning involves a multitude of steps and details
• The research process helps prepare for unexpected or unanticipated problems
• The initial concept for an event frequently originates from the client—therefore, careful communication is critical.
• Feedback on concepts and proposals is crucial to successful event planning

Event Information Gathering

• Gathering information for the development of an event concept means understanding the motivations behind the event
• The initial phases of event planning involve collecting broad details
• Research includes identifying relevant trends that may impact the event
• Mega-trends are broad trends (global issues, population changes, resource scarcity, etc)
• Micro-trends are industry-specific trends
• Understanding external macro and micro trends is important for event planners and for future-proofing an event
• An understanding of what is important to stakeholders (e.g. the client, audience, and the organization) is necessary
• Gathering information and data that shape the event concept and meet the objectives of the event
• Internal and external analyses, like PESTLE, provide information useful in designing an event
• Using surveys, social media, and market research assists in gathering valuable information
• Using other important sources of information (industry magazines, conferences) assists in staying up to date with the current events industry
• Alumni networks, and relevant websites and organizations are a valuable source of information

Event Concept Development

• Initial event ideas can often be vague or somewhat unfocused
• A detailed event concept that is achievable is necessary

Screening and Feasibility

• It is crucial to evaluate the practicality and viability of the event concept
• Scrutinizing the event concept from the perspective of different stake holders, enabling development of the full range of ideas
• Event concepts are to be developed using a clear criteria and mapped with their values and organizational aims
• Feasibility involves identifying constraints, operational aspects, and budget considerations within the event
• Financial implications and resource allocation need to considered very early on in the event planning process
• Event concept development is a crucial phase that often involves generating numerous ideas
• Utilizing creative techniques, like SCAMPER or mood boards, can encourage divergent and convergent thinking and generating various possibilities
• The use of appropriate models can provide structure and assistance when examining event concepts and helping to focus ideas
• A thorough review of the event concepts assists in developing a realistic plan

Event Proposal Template

• The event proposal template helps to organize and structure the proposal
• The sections of the template include the event details, reasons for the event, objectives, the event's description, the organizer's details, the event concept, who the event is for, target audience, the estimate of numbers to attend, the activities, the event program, and preferred locations, venue, date and time
• A proposal that is easily accessible and clearly written will increase the likelihood of the approval

Sponsorships and Other Stakeholders

• Potential sponsors and financial support should be considered throughout the entire process

Phase 1 of event planning includes research, concept development, and feasibility screening. It involves tailoring ideas to the audience, evaluating practicality, and identifying stakeholders. Aims, objectives, and organizational values are crucial for informed event planning.