Introduction to Event Management

• An event is an occurrence or something that happens
• An event is a unique moment celebrated with ceremony and ritual to satisfy specific needs
• Events are produced for a purpose
• Events can be viewed from the perspective of a sponsoring organization, customer, or guest
• Events are unique occurrences that do not happen often, have limited duration, and are staged for a purpose
• Events happen with a live audience in attendance and require one or more groups to plan and organize them
• To summarize, events bring people together for a purpose
• Event Management is; a function requiring public assembly for celebration, education, marketing, and reunion

Event Management

• A process that includes research, design, planning, coordinating, and evaluation of events
• Incorporates principles of management to create a unique experience

Types of Events

• Events are identified based on their purpose and impact

According to Purpose

• Also known as "The Cs of the Event"
• Celebrate: To celebrate milestones/accomplishments and perform rituals/ceremonies required by religion/culture
• Examples include life-cycle events like birth, marriage, death; religious rituals and feasts; commemorative ceremonies
• Commune: Strengthen bonds of friendship and restore relationships
• Examples include reunions; sporting events like the World Cup; hallmark events like Oktoberfest
• Convene: Share and pass on knowledge among peers and colleagues
• Examples include meetings, conventions, and conferences
• Commerce: Market and promote product offerings
• Examples include marketing, exhibits, trade shows, and retail events

According to Number of Participants

• Many few: Certain number of participants (ex: wedding)
• Multitude: Many/huge number of participants (ex: concert)

According to Frequency

• Semi-annual: Meeting, team building
• Quarterly: Prayer and fasting
• Monthly: Unique but done monthly
• Annual: Birthday/Christmas Party
• Semestral: Enrollment for an educational tour

According to Impact

• Events leave an impact in the minds of attendees
• Emotional - concert or wedding
• Spiritual- Beliefs
• Cultural- Festivals
• Social- Bonding
• Educational- Tour
• Economic - Seminar

Event Manager

• The event manager is at the helm of the event, and the overall controller
• It is important to consider qualities of an event manager

Qualities of an Event Manager

• Good communicator, problem solver, customer service oriented
• Able to work under pressure, manage teamwork, and facilitate
• Possesses good networking skills and is flexible
• Envisions, executes, and evaluates unique happenings to bring people together

The Market

• Defines an audience, guests, attendees, and client

Individuals and Families

• Social events that usually are gatherings of families and friends

Organizations

• Corporate events hosted by organizations or companies

Trade Associations

• Made up of individuals and corporations that operate within the industry

Professional Associations

• Formed by individuals in a common profession (doctors, lawyers, etc.)

Non-Profit Organizations

• Include social, military, educational, and religious groups

(RIO) Return of Investment

• To get something out of the event

Civic Events

• Hosted and funded by the government

Event Stakeholders

• Individuals and groups who have some form of interest in the event
• Host: Person or group giving the event
• Guests: People attending the event
• Event Committee: Group involved in the planning and execution of the event
• Financer: Individual in charge of the return of investment and budget
• Suppliers: Bring the event to reality

Envisioning an Event

• Involves information gathering, setting of objectives, and drafting a vision

Information Gathering

• Understanding the event to be executed, the reason for it, people involved, timing, and setting
• Basic questions: Why, Who, When, Where, What and How to give answers to a clear vision
• Why: Is important to define the purpose
• Who: To know who will be in the audience
• What: To delight attendees by serving their needs and desires
• When: Varies depending on the complexity of the event
• Where: Based on the purpose, people involved, expectations and when the event is scheduled
• How: To determine how many participants are expected

Setting Event Objectives

• Defines what the event hopes to achieve
• SMART; Specific, Measurable, Attainable, Realistic, Time-bound, Exciting, Responsible
• State Objectives: To + action word + a single measurable, attainable, realistic, exciting, responsible result + time

Event Vision

• The next step after setting the objectives
• The elements that should be clear is the purpose, the audience, the objectives, the budget and the measures

Event Concept

• Foundation on which the event will be based
• How to Create an Event Concept
• Identify the Audience
• Identify Format
• Identify Theme
• Identify Time and Date
• Identify Venue

Event Experience

Elements that Managers Must Plan

• Invitation
• Atmosphere
• Registration
• Program
• Treats
• Sensory Cues
• The experiences the audience will have
• Invitations influence impression and expectations
• Multiple invitation types should be used, based on the target audience
• Atmosphere: Look, feel, how it will be executed
• Sensory cues to engage senses
• Sight
• Sound
• Smell
• Touch
• Taste

Registration

• Should confirm attendance
• Pre-registration helps anticipate the number of confirmed participants
• On-site helps monitor attendance

Program

• Includes the schedule of activities
• Should include program structure, timing, help required
• Has an external document Program Sequence Guide
• Used to determine how the time for the event will be spent
• Created by determining start and stop times, marking breaks
• Treats: Food and drink
• Considers; format, activities, audience, objectives
• Must always be mindful of quality, quantity, safety and cost
• Should consider attendees, audience corporate sponsors

Event Timeline and Marketing

• Event Timeline: Visual, chronologically ordered depiction of meaningful events
• Hour by hour written description of the event
• To keep event on track
• Steps: Schedule, include Vendors, Iterate Timeline, Add, Share
• Step: Set market objectives, identify, set strategy
• Allot Marketing Budget: Distribute budget accordingly to achieve marketing goals
• Create timeline