Event Management PDF

Meetings, Incentives, Conferences, and Exhibitions (M.I.C.E) ANGELO INGUITO Facilitator  What is the M.I.C.E Industry?  M.I.C.E ❖ The term MICE is well-known by people who work in the tourism, hospitality, and event industry. It’s a...

Meetings, Incentives, Conferences, and Exhibitions (M.I.C.E) ANGELO INGUITO Facilitator  What is the M.I.C.E Industry?  M.I.C.E ❖ The term MICE is well-known by people who work in the tourism, hospitality, and event industry. It’s a unique concept that describe a dynamic and growing market, which is based on event organization. ❖ As an industry, MICE also include travel and tourism. ❖ MICE is an acronym for Meetings, Incentives, Conferences and Exhibitions. ❖ MICE is tourism ❖ The MICE industry refers to the business that involves organizing, conducting, and attending business and leisure events. ❖ The MICE industry also includes taking care of travel and tourism needs What is the Important Parts of the MICE Industry?  The Industry is made of four Events 1. Meetings – is a formal gathering of people who need to conduct business activity or holed a formal discussion. 2. Incentives – are a segment of MICE with the purpose of leisure. It refers to the travel rewards that an organization will offer to staff, teams, partners, affiliates – and sometimes, for customers. 3. Conferences – are corporate groups and are usually done over several days. 4. Exhibitions – are events where an organization/s promotes products and services to the public. New launches and information relating to their products and services are also exhibited. Meetings Conferences Exhibitions MANAGEMENT What defines an Event? According to The Accepted Practices Exchange Industry Glossary of TERMS (APEX, 2005) defines an event as, “An organized occasion such as a meeting, convention, exhibition, special event, gala dinner, etc. An event is often composed of several different yet related functions.” Goldblatt (2005) focuses on special events as ”a unique moment in time, celebrated with ceremony and ritual to satisfy specific needs.” He suggested two definitions, from the perspective of the event organizers, as well as the guests: 1. A special event is a one-time or infrequently occurring event outside normal programmes or activities of the sponsoring or organizing body. 2. To the customer or guest, a special event is an opportunity for leisure, social or cultural experience outside the normal range or beyond everyday experience. Bowdin (2006) notes that the term “event” has been used “to describe specific rituals, representations, performances or celebrations that are consciously planned and created to mark special occasions and/or to achieve particular social, cultural or corporate goals and objectives.” Jago and Shaw (1998) suggest six features of special events. According to them, special events should: Attract tourist or tourism development, Be of limited duration, Be one-off or infrequent occurrence, Be out of the ordinary. Classification of Events There are different criteria for classification of events. The basic one classifies events as planned and unplanned. Planned events are the subject of the study of event management and key require setup, management, executives and certain length of time. Unplanned events are accidents, natural disasters and ither similar, and key will not be taken into consideration in this unit. Considering the scale and impact of events, they fall into four broad categories: MEGA EVENTS – The largest and highest profile of all events, invariably, require the most significant and sophisticate infrastructure development, are typically the most expensive to host, and given the competitive bidding process for such events, typically take the longest time from inception to delivery. HALLMARK EVENT – Identified with the spirit and soul of a host community that they become synonymous with the name of the place and gain widespread recognition and awareness. These events are identified with the very essence of these places and their citizens and bring huge tourist revenue as well as a strong sense of local pride and international recognition. MAJOR EVENTS – Is a large-scale event, with strong public interest and media coverage. Major events attract large numbers of visitors and help the organizers achieve good economic results. LOCAL EVENTS – Local event is an event that is targeted mainly for local audiences and staged primarily for their social, fun and entertainment value. These events often produce a range of benefits, including engendering pride in the community, strengthening a feeling of belonging and creating a sense of place.  Categories Another common way of classifying events is by their form or content: Cultural celebrations Arts and Entertainment Business and Trade Sport competitions Recreational Educational and Scientific Political and State Types of Events CULTURAL CELEBRATIONS Festivals Carnivals Commemorations Religious events POLITICAL AND STATE Summits Royal occasions Political events VIP visits ARTS AND ENTERTAINMENT EDUCATION AND SCIENTIFIC Concerts Conferences Award ceremonies Seminars Clinics BUSINESS AND TRADE Meetings, conventions SPORT COMPETITION Consumer and trade shows Amateur/Professional Fairs, markets Specator/Participants PRIVATE EVENTS RECRATIONAL Weddings Sport or games for fun Parties Socials Business events and tourism Other example of Events Benefits of Events Structural expansion of the visitor economy Alignment of tourism with ither strategies Marketing and promotion Environmental impacts Objectives of Event Management Objectives should always be SMART. SPECIFIC to the particular event and particular aspects of it MEASURABLE express the objectives in numbers and quantities AGREED make sure all team members know the objectives REALISTIC set objectives the organizing team can realistically achieve TIMED set a timescale for achievement of the objectives Role of Creativity Creativity is the ability to generate new ideas by combining, changing, or reapplying existing concepts. It involves not only imaginative skill but also an attitude of openness to change, newness, and innovation. A creative mindset is flexible, enjoys exploring possibilities, and continually seeks improvement, often challenging conventional norms and expectations. In event management, creativity opens new avenues for problem-solving and growth that conventional methods may overlook. A creative approach allows companies to view challenges from different perspectives, leading to innovative solutions that can drive success. Key Benefits of Creativity in Event Management: Achieving Growth: Creative event managers can find unique pathways to reach business goals, whether it's increasing profits, expanding service offerings, or entering new markets. Their ability to think outside the box helps them identify opportunities for success that others may not see. By approaching goals from a fresh perspective, creative managers can help the company achieve growth more efficiently and effectively. Fostering a Positive Workplace Mentality: As companies evolve, lower-level staff can sometimes feel disconnected from the company's success. Creative managers can address this by introducing non- traditional methods to engage employees and include them in decision-making processes. For example, rather than relying solely on top-down ideas, creative managers may encourage employees to brainstorm and contribute solutions from their unique perspectives. This inclusive approach can boost morale and foster a sense of ownership among staff, leading to a more positive work environment. 3. Finding Unlikely Perspectives: 1. Creativity encourages managers to embrace unconventional or unpopular viewpoints, allowing them to explore new ideas and strategies. 2. By considering these "unlikely" perspectives, event management companies can discover exciting opportunities for innovation and growth, which may have otherwise been overlooked. 3. This approach helps the company adapt to changing circumstances, remain competitive, and create its own unique path to success. Creativity in event management is a valuable asset that drives growth, enhances team collaboration, and opens the door to innovative solutions. Creative managers not only find new ways to achieve business goals but also foster a more engaged and motivated workforce. By embracing unlikely perspectives, event management companies can stay adaptable and thrive in a dynamic industry. Functions of Event Management Key Phases in Event Planning: 1. Understanding Client Requirements: 1. Client Profile & Event Brief: Gain a clear understanding of the client’s profile, the event’s objective, target audience, and the expected number of attendees. 2. Event Budget Preparation: After understanding the event’s scope, the next step is to prepare a detailed budget outlining all expected costs. 3. Target Audience: Establishing who the audience is and tailoring the event to suit their needs. 2. Event Coordination: 1. Creative Team Collaboration: Facilitate discussions with the creative team to align on technical aspects like sound, lighting, staging, and sets. 2. Artist Selection: Shortlisting performers and ensuring standby artists are available based on the creative team's direction. 3. Venue Selection: Evaluate potential venues, considering conditions such as whether the event will be indoors or outdoors. 4. Licensing and Clearances: Ensure all necessary licenses and permits are in place for the event to proceed without legal hindrances. Event Structuring Decisions: Ticketing & Sponsorships: Decide whether the event will be ticketed, non-ticketed, fully sponsored, or partially sponsored. Risk Assessment: Conduct a risk analysis to anticipate and mitigate potential issues during the event. Logistical Arrangements: Travel & Transportation: Coordinate travel and material transportation for the event. Media & Networking: Develop a media plan and oversee tasks like ad design, banner printing, and ticket invites. Hospitality & Security: Determine hospitality standards, dress code, food and beverage offerings, and related security arrangements based on the audience profile. Financial Aspects of Event Planning: 1. Cash Flow Management: 1. Inflows: Revenue typically comes from sponsorships, ticket sales, commissions, artist management fees, and equipment rentals. 2. Outflows: Major expenses include supplier payments, venue hire, artist fees, production costs, licensing, and taxes. 3. Payment Structures: Payment agreements may include part payments, milestones, or final payments upon event completion. Advance payments are crucial for covering working capital needs. 2. Contracts & Penalties: 1. Contracts often include penalty clauses for defaulting on payments. 2. Payment plans can be customized based on project specifics and client relationships. Event Planning Services to Consider: Travel arrangements Audio-visual needs Catering, tableware, and decor Convention services Entertainment and speakers Site selection Staging, sound, and lights Website management The planning function is crucial in defining the limits of the creative team, balancing artistic vision with practical realities such as logistics, finance, and legal requirements. By ensuring timely decisions and effective resource management, planning provides the foundation for a smooth and successful event. 2. ORGANIZING Event management typically operates within a team-based environment using a project-type organizational structure. Responsibilities are assigned to relevant team members to ensure smooth coordination of all required arrangements. Organizing involves defining activities, assigning individual and team tasks, and delegating authority to coordinators to create a structured approach for each event. Since events vary in scale and resources, the organizational structure adapts to meet the specific needs of each project. Key Elements of Organizing: Team-Based Project Structure: Flexible Roles: The structure and roles change with each event based on available resources and specific requirements. Assignment of Responsibilities: Tasks are distributed among team members, with clear responsibilities outlined for each coordinator. Delegation of Authority: Clear authority lines are established to streamline decision- making and execution. Role of Event Coordinators: Artist & Performer Management: One of the core tasks is to contact artists and performers, as well as arrange for standby options in case of dropouts. Setting Terms & Dates: Once the planning and creative teams finalize the event blueprint, coordinators are responsible for finalizing contracts, setting dates, and terms with performers. Infrastructure Arrangements: Coordinators are tasked with organizing the physical requirements such as sound, lights, stage setup, and seating. 3. Coordination of Logistical Arrangements: Publicity & Media Relations: Handling press meets, media releases, and managing favorable coverage falls under the organizing team’s responsibilities. Ticketing & Invitations: Event coordinators also manage ticket sales and distribution of invitations to ensure smooth attendance. 4. Licensing and Permissions: Government Clearances: Coordinators must handle the procurement of necessary permissions and licenses from relevant government bodies, based on the requirements established during the planning phase. 5. Hospitality Management: Guest Services: Arranging accommodation, food, beverages, and hostess services for artists, clients, and VIPs is another key organizing task. 6. Sponsorship Fulfillment: Sponsor Commitments: Ensuring that the event meets all sponsor obligations, including proper brand placement and exposure, falls under the coordinator's responsibilities. Organizing involves bringing the event to life within the constraints defined during the planning phase. Event coordinators play a crucial role in ensuring all elements, from artist arrangements to infrastructure, publicity, and hospitality, are executed seamlessly. The project-based structure ensures that the team can adapt to the unique demands of each event, making organizing a dynamic and flexible process in event management. 3. Staffing Staffing in event management is shaped by the project-based organizational structure, where functional responsibilities are defined based on the size of the enterprise and available resources. The team structure, experience, and expertise of the staff play a crucial role in ensuring successful event execution. Staffing needs can vary significantly depending on the scope of the event, requiring a mix of skilled, unskilled, and specialized personnel. Key Elements of Staffing in Event Management: Team Structure & Expertise: Large Firms: In larger event management companies, there is greater opportunity for specialized roles, with staff focusing on specific functional areas like production, marketing, or logistics. Small Firms: In smaller firms, roles are often more flexible, with staff members performing multiple functions due to limited resources and time. Importance of Experience & Background: Industry Backgrounds: Candidates with experience in the hospitality industry, sales, advertising, or related fields are often ideal for event management due to their ability to handle high-pressure, unpredictable situations. Physical Nature of Events: Since event management involves significant physical work, there is a need for both skilled and unskilled workers. Effective guidance and management of labor and volunteers are essential to ensure smooth operations. Functional Roles in Event Management: 1. Overall Coordinator: Key Responsibility: The overall coordinator is in charge of the event, holding final decision-making authority. They oversee all aspects and ensure that everything aligns with the event’s objectives. 2. Creative Manager: Key Responsibility: Leads the creative team and is responsible for the artistic vision of the event. Their focus is on creating a visually and emotionally compelling experience. 3. Project Manager: Key Responsibility: The project manager ensures the event is a conceptual success, translating ideas into actionable plans. They play a critical role during the planning phase, coordinating with all departments to ensure alignment. 4. Production Manager: Key Responsibility: Involved from the planning stage, the production manager’s main task is ensuring the event’s physical success. They manage the logistical execution, from setting up stages and equipment to ensuring that technical elements like sound and lighting run smoothly. Staffing in event management requires a diverse mix of talents and expertise, with the size of the organization dictating the level of specialization. While larger firms may have more defined functional roles, smaller firms often require flexibility and multitasking from their staff. The key functional roles, including the overall coordinator, creative manager, project manager, and production manager, are vital to ensuring both the conceptual and physical success of any event. 4. Leading and Coordination The success of any event heavily relies on interpersonal skills and effective coordination. The goal of coordination is to create synergy among individual efforts to achieve the overall team objective. Strong leadership is essential in motivating staff and guiding teams through the physical, time-constrained, and often one-off nature of events. Key Elements of Leading and Coordination: 1. Interpersonal Skills & Leadership: 1. People Management: The overall coordinator must possess excellent interpersonal skills to manage and motivate both junior staff and senior coordinators, ensuring that all team members contribute effectively to the event’s success. 2. Motivation & Teamwork: Given the demanding nature of event work—often physical, time-bound, and high-pressure— leaders need to inspire their teams to work hard, stay focused, and remain committed to the event's objectives. 2. Effective Guidance: 1. Coaching and Mentorship: The coordinator is responsible for guiding marketing and project managers. This often involves passing on experience and expertise from previous events to newer team members, especially given the shortage of experienced event managers in the industry. 2. Communication & Patience: Excellent communication skills and patience are vital. Coordinators must ensure that instructions are clear and precise while maintaining a calm demeanor to prevent errors and manage stress.. 3. Balanced Leadership: Carrot-and-Stick Approach: The overall coordinator must know how to balance rewards and discipline, encouraging productivity while addressing any performance issues without causing demotivation. Problem-Solving: The ability to quickly identify and address potential issues is a critical skill for any event leader. They must be proactive in managing risks and troubleshooting problems as they arise. Desired Leadership Qualities in Event Managers: Communication Skills: Ability to convey ideas clearly and ensure all team members are aligned with the event’s goals. Patience: Managing a diverse team in a high-pressure environment requires patience and resilience. Motivation & Inspiration: Leaders must inspire others to perform at their best, even under challenging conditions. Balanced Decision-Making: A blend of encouragement and corrective action to maintain team morale and productivity. Problem-Solving Ability: Quick identification of issues and efficient solutions are crucial for keeping the event on track. Leading and coordination in event management demand a combination of strong interpersonal, communication, and leadership skills. The overall coordinator plays a vital role in motivating the team, guiding less experienced members, and ensuring the smooth execution of the event. By fostering teamwork and maintaining a balance between motivation and discipline, event leaders ensure that all efforts contribute to the successful realization of the event’s goals. 5. Controlling Controlling in event management involves the evaluation and correction of deviations from the original event plans to ensure the event meets its intended objectives. The evaluation process helps measure the success of an event and provides insights into how it can be improved for future iterations. Key Elements of Controlling: Purpose of Evaluation: Measuring Success: Evaluation seeks to understand and measure how well the event has achieved its purpose, which varies depending on the type and goals of the event. Two Approaches to Evaluation: Critical Examination: Identifies what went wrong and where the event deviated from the original plan. Constructive Recommendations: Focuses on how the event can be improved in the future to more effectively achieve its aims. 2. Predefined Objectives: 1. Clear Objectives: A successful evaluation requires that the event's objectives are clearly defined from the start. Without specific goals, evaluating the event becomes difficult and ineffective. 2. Event Brief: The event brief should contain all necessary data and objectives, ensuring that everyone involved has a clear understanding of the event’s purpose.  The Event Evaluation Process: Objective Setting: Establish specific, measurable objectives that align with the event’s goals. Establishing This is critical for accurate evaluation and performance tracking. Tangible Sensitivity in Evaluation: Incorporate flexibility to account for unexpected circumstances or Objectives: changes that may affect the event’s outcome. Before the Event: Measure progress in the lead-up to the event, ensuring that planning and preparations are on track. Measuring During the Event: Monitor the event in real-time to identify any issues or deviations from the Performance: plan. After the Event: Conduct a post-event analysis to evaluate overall success and gather feedback from stakeholders. Identify Deviations: Assess where the event strayed from its original plan and objectives. Correcting Deviations: Take Corrective Action: Implement changes or improvements to realign with the goals, ensuring future events are more successful. Controlling in event management is essential for evaluating the success of an event and ensuring that it stays aligned with its original goals. By setting clear objectives, measuring performance throughout the event lifecycle, and addressing deviations, event managers can continuously improve the effectiveness and quality of their events. This evaluation process provides valuable insights for future events, helping organizers refine their strategies and achieve better results. What makes a good Production Manager? Events Manager Events Planner Events Coordinator Event Technologist Project Manager Production Manager What makes a good Production Manager? Planning Skills Determining the budget Developing the schedule Selecting the venue and activities Considering all posibilities Organizational Skills PM has to be on top of all details and makes sure that everything is on schedule and happens according to plan, and mist be prepared for contingencies. Communication Skills Contacting, hiring and negotiating with vendors Coordinating and monitoring suppliers Updating all concerned  Multitasking Skills Events management requires paying attention to many different aspects and that they coordinate well together. Overseeing various tasks simultaneously is a must.  PM must know how to get along and work with diverse people. Interpersonal Skills They must know how to defuse tension-filled situations and avert conflicts. Creative and Ability to resolve challenges without affecting the schedule is important, to sort available options and Problem-Solving come up with solutions that will cause no or the Skills least repercussion. Technological Skills Use available software and technology to manage data, creating budget, organizing tasks, scheduling resources. Phase Pre-Event Event Post-Event Pre-Event CONCEPT/THEME VENUE/DATE/TIME STAFFING, CASTING & TECHNICAL LOGISTICAL SUPPLIERS REQUIREMENTS REQUIREMENTS: PERMITS, MEALS, TRANSPORTATION, HOSPITALITY RIDER, ETC. BUDGET SCHEDULE Event Ingress/Set Up Rehearsals Sound Check Event Proper Egress/Strike Post-Event Evaluation Financial Report Other Reports Diplomacy in managing relationships and handling conflicts. Grace under pressure Positive attitude Be kind ☺ What entails an event? Creative Technical Logistical elements Who are the People in your neighborhood?  Producer/Organization/Com pany Production Manager Creative Technical Logistics Team Team Team  Creative Team WRITER DIRECTOR MUSICAL DIRECTOR SOUND DIRECTOR VIDEO DESIGNER CHOREOGRAPHER PRODUCTION DESIGNER HAIR AND/OR MAKE UP OR SET DESIGNER DESIGNER/COSTUMES DESIGNER OR STYLIST  Technical Team Technical Coverage Sound Spinner Director Director Engineer Video Assistant Floor Playback Director Director Logistics Team Stage Managers Hospitality Manager Artists Relations Manager/Talent Coordinator Front of House Manager and Ushers Security Team Safety Team Production Associates (Transport/Billeting/Food/Venues/Merchandising) Runners Why do you need a Production Schedule? An event is time-bound, planned and organized in advance Everything must move like clockwork Why Budget is Necessary? The budget is a formal plan of action expressed in monetary terms Food Flow Thank you! ANGELO S. INGUITO Facilitator