Formal Report 1

Critically Present and Elaborate on all necessary steps in designing the event of your

choice.

By (Name)

The Name of the Class (Course)

Professor (Tutor)

The Name of the School (University)

The City and State where it is located

The Date
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Introduction

The process of planning, organizing, or hosting different kinds of public or private events for

business or social purposes is called event management. It can be a large-scale event or a small-

scale event. It comprises business conventions, training seminars, industrial events, trade

ceremonies, concerts, and festivals. For established as well as new companies it is a crucial part

of their marketing strategies. Organizing small and large-scale events can help businesses to

promote their brands and their interests. It creates an opportunity for the companies to showcase

their products and turn attendees into potential loyal customers. Along with marketing the

products event management also helps to provide marketing education and training to the

employees of the company. It helps to initiate team-building exercises and foster better relations

between the company and its employees. It also helps to boost networking across industries

which further improves marketing endeavors. Events can also be used to celebrate business

milestones and raise money for various causes.

Event planning is a very complex process and it requires the team to be in full control of the

technical, logistical, and creative elements. following is a checklist for the actions and duties that

must be undertaken for successful event management:

 Getting a workable idea for the event

 Devising a marketing strategy

 Making a script for the event

 Getting all the necessary permits to host the event

 Selecting and booking a venue

 Implying safety and health protocols

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 Inviting speakers and entertainers

 Transportation and accommodation for guests

 Getting refreshment foods and drinks

 Hiring security individuals

 Creating an exit plan in case of emergency

 Coordinating, controlling, monitoring, and closing the event

For my case study, I'm going to use berlin's festival of lights which will be held from October

07-16,2022.

Event concept

Every year the famous monuments and sights in the city center are lit up and they become a

canvas for amazing video projections during the world-famous festival of lights that is held once

a year in berlin. This event will take place for the 18th time this year under the supervision of the

city's mayor. For ten days famous monuments, landmarks, towns, city squares, and streets will be

illuminated with vibrant lights. The event will continue for ten days from 7th October to 16th

October

The Motto of the Event

This year's motto will be visions of our future. Each landmark and building will be illuminated

from 7 pm till midnight. visitors are invited to witness the start of the event. this year's motto is

to encourage companies and organizations to create futuristic images around various themes such

as equality, humanity, science, diversity, sustainability, and futuristic ideas. The purpose of this

year's event is to help people see the true beauty of the city while also making them mindful of
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humanity's future ventures and establishing in them an idea of diversity and equality of different

cultures and races.

Illuminated buildings and squares

This year 70 locations are expected to be illuminated and these include the Bode museum,

Bebelplatz, The Berlin Cathedral, THE Tower, The Nikolai Quarter, Oberbaum bridge, Hedwig

Cathedral, The State Opera House, De Rome Hotel, The Radio Tower, Berlin Central Station and

many more.

Hotspots

Bebelplatz's light art show attracts the largest crowd every year because of its colorful light art

projections that are perfectly matched its surroundings. It never fails to amaze tourists every

year. the light show is accompanied by music with small refreshment stalls n the sides. The next

major hotspot is Potsdamer palace which is also famous for its impressive light art show

accompanied by music. Although hotspots are filled with crowds it doesn't mean that the other

places are any less interesting. Each place has a different history and a different meaning, hence

a unique and distinct light art show that embezzles the viewers every year.

The main purpose of the whole event is to showcase the true beauty of the city, and its history

and to educate the general public on a variety of topics as mentioned above. An event so

beautiful on the outside is always so ugly to manage. It has its unique challenges and obstacles to

overcome. It takes a lot of planning, coordination, and effort to make the event a success. the 10

days long timeline of this makes it more challenging but there is no problem in this world that
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cant is solved with planning and management. It is in this area where the expertise of event

management and planning shines the brightest.

Program

The Process of Event Planning

The process of planning and organizing any event involves the following steps:

1-Develop the Goals of the events and their objectives

The very first step is to establish an achievable goal and objective such as why are you

organizing this event and what you hope to achieve as a result of this event

2-Organize a Team

Every event requires a team effort so the most important thing is the selection of your team and

assigning them their roles such as chairman, supervisor, or floor in charge. The team must

possess an adequate skill set for the job. They must be able to handle things such as booking a

venue, speakers, entertainment, publicity, sponsors, and transportation

3-Setting a Date

Establish the timeline of the event and keep in mind the following things

Give yourself 2-4 months to plan

Check local holidays and school holidays

Check the availability of speakers guest VIPs and stakeholders

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4-Evaluate the Event

Get an idea of the event and its logical aspects. Make sure to also keep in mind the technical and

creative aspects

5-Determine The Budget

After evaluating the event, create a budget and with the help of the financial team create a budget

of all the expenses while giving yourself enough margin to cover miscellaneous costs

6-Determine Administrative Processes

Assign your team individual roles and divide the event into different tasks. Then assign everyone

their relative tasks and make sure that you have everything covered such as emergency and

contingency plans

7-Create a Publicity plan

The most important thing in an event is the participants and to get the required number of

participants to show up to your event, you must have a publicity plan. How should you get the

word around that your event is happening? How would the people know about the event, its

timeline, its purpose, its guests, its speakers, and the things that are being showcased

8-Establish partnerships and sponsorships

After you have sorted things such as budget and publicity, your next objective should be to get

sponsors and partners for the events. you must try to bring as many sponsors as you can. In local

events usually, local sponsors are preferred but in large-scale events, you can also get

international and multi-national sponsors or partners. Since sponsors provide a considerable

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amount of money for the event, they are the backbone of every event so you must pursue as

many sponsors as you can to make your event a huge success

Operations

The process of managing events

1-Covering 70 locations

The festival of light comprises 70 different locations such as landmarks, museums, city squares,

towns, train stations, and historical towns. The first step should be to divide your team into 70

sub-teams with each sub-team responsible for its respective location. Each place is different from

the other one so the challenges that the team will face will be different.to overcome this there

must be a team head to make timely decisions and organize and coordinate things. there must

also be coordinators to communicate with the different teams to make sure that everything is on

track.

2- Providing Equipment

Each location must be provided with the necessary equipment that is necessary for their work.

They must be provided with enough resources so that they can fulfill their duty without any

hindrance. They must be provided with transportation, communication equipment, worksheets,

permits, and security officials to make sure that they can do their work smoothly.

3-Supervision
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Each team must have a supervisor that must ensure that each team is fulfilling its responsibility

optimally. Supervisors must also coordinate with the chairmen and floor in charge to inform

them of the team's progress.

4-Entertainment

Every event must have some sort of entertainment and the source of this event's entertainment is

a light art show. Each team must ensure that the concerned companies and organizations should

set up their lighting equipment for the light show. They must test and finalize everything before

6 pm since the start time of the event is 7 pm.

5-Guest/Tourists/Speakers/VIPs

each team must ensure that the guests, tourists, speakers, and VIPs must have no difficulty

during the event. The guests and VIPs must be properly entertained while the tourists must also

have no difficulty in watching the light show. Each team must have a log of the order of the

speech of the speakers and must provide the necessary equipment for this purpose through

outside vendors.

6-Security

No event can be done without security. Since this event will involve government officials and the

mayor of the city security arrangements will be ever so important. The guests and the VIPs must

also feel safe and no one should be allowed to obscure or hinder the event in any manner.

Security must be ready at all times to ensure the safety of the general public and all the people

involved in the event. Security officials must oversee everything till the very end of the event

through the ten-day timeline of the event.

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7-Covid Related Measures

Since these are hard times all over the world due to Covid-19, the following measures must be

taken to ensure the safety of everyone:

 No one should enter the premises without a face mask including team members, staff

members, and security members

 Hand sanitizers must be provided at every location

 Only vaccinated individuals should be allowed to attend the event

Marketing

It is a process of developing a themed exhibit to promote a service, product good, or

organization. It increases in-person engagement with the customers. Marketing can be done both

online and offline, different tools and platforms can be used for this purpose such as:

1-Electronic and Print Media

The easiest way to reach people is through e-media or print media. Every person in today's world

watches TV or reads newspapers. You can market your product event or organization through

TV or newspapers with the help of advertisements. It is the most efficient and effective way to

reach people

2-Social-Media

The advent of social media has turned the world on its head. Everyone these days has a

smartphone and is on social media. It is the most popular form of media with the largest

audience. it is a common saying that to control the masses you must control social media. We
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can use this tool to our advantage. We can advertise our event on social media and we can also

involve local and global celebrities to advertise and promote our event. social media influencers

have a huge fan following and we can use this tool to reach thousands of people. through the

engagement of celebrities and influencers, we can persuade people to come to our event. they

can optimally promote our event and can help us to reach our goal of desired participants.

3-Engaging locals

The largest percentage of people coming to an event is usually local people. Local people should

be an event's priority. We can engage local people by doing door-to-door advertisements,

sending invitations, or through pamphlets. the first goal of any team while marketing their event

must be to spread the word in local communities by telling them about their event and providing

them with the timeline and details of the event. We can also engage with local communities by

participating in their local activities and ceremonies. Local people's engagement can surely make

or break any event.

Sponsorship

Sponsorship is very important for any event. Both big and small companies need sponsors to

execute an event. Smaller companies need them more direly. Sponsors help mostly with financial

things but it is a common misconception that it's their only job. They also facilitate in:

 Building brand awareness

 Building brand-consumer trust level

 Increasing sales

 Improving brand image

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Other than this a media sponsor is also necessary to provide the necessary media coverage that

an event needs. Without media coverage, the reach of any company or brand is limited to locals

only but with the help of media, the brand message can be conveyed all over the world

simultaneously. The next question is how do you convince sponsors to fuel your event? We can

do that in the following ways:

1-Using digital tools

In the modern age, anything can be done with the help of the internet. We can also find sponsors

through it easily. All you have to do is to promote your event online and try to reach to

concerned people. Try to get them involved by telling them about the brand or the event and

pointing out the mutual benefits. You must show them how it would be helpful for their

company too. Other than social media, there are also dedicated apps that help individuals to find

sponsors and you can easily find them online.

2-Get specific in terms of Goals

To find sponsors, you must be specific about your goals and what you want to achieve with the

said event. Your ideas must be clear and they must shine bright when you put them forward on

the table. They must be appealing enough to persuade the sponsors. If you have blurry ideas no

one is going to bat an eye and you will be left squandering about

3-Sponsors from related events

You must try to reach out to sponsors that have already worked with similar events before

because they already understand the gist of the ideas and pitching your ideas in front of them
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would be a lot easier. They already know the value of such ideas so they are most likely to invest

in your event.

Risk Management

As a part of any successful event planning process, all the risks and hazards must be identified

and controlled to minimize injury or harm, or damage to any person or property. the key

components of a risk management framework include

 Outlining the do's and don'ts of an event such as a checklist

 Decision makers such as team heads, coordinators, or supervisors facilitate the process

 The commitment of the management to support the whole process

A perfect risk management plan can yield the following benefits such as reduced uncertainties,

greater transparency, protection from risk exposure, meeting all the requirements, better

communication, and better coordination.

 Any risk management plan must include the possible safety risks such as

 Risk to production equipment

 Crowd mismanagement

 Children related risks

 Disruption in transportation

 Overstaffing or understaffing

 Staff safety risks

 Unpredictable weather

 Fire hazards
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 Medical assistance requirement

 Aggressive behavior

Risk Control Strategies

1-Checklists

Each event planner must have a checklist. the checklist must contain all the essential details

about the event and its order. It must inform the staff members about the dos and don'ts of the

respective task. It must also have a risk control outline that each member of the team must follow

to ensure the safety of the other staff members and everyone related to the event.

2-Waivers

Well-organized waivers must be developed to defend against legal action and liability. Waivers

must comply with the legal requirements and must be made with the input of legal in-house

counsel

3-Event risk committee

The most important element in risk management is having an event risk committee that can

develop a streamlined approach to risk management. It can help to comply with bylaws, laws,

and regulations. Having a risk committee can greatly reduce hazards by giving insight and thus

preventing hazards and risks.

Conclusions and Recommendations

It shows that managing an event is a very complex task. An event that is very beautiful on the

outside like THE FESTIVAL OF LIGHTS is very hard to manage on the inside because it
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requires a lot of dedicated team effort, hard work, and coordination. the 10-day long timeline of

the event makes it even more challenging to manage but no mountain in this world cannot be

climbed. A proper event management plan can make it quite easy to manage such a hard event.

Since this event involves outside organizations and companies for the light art show, the most

important thing will be to communicate with them. 2 nd biggest challenge will be to manage the

large crowd that the hotspots will attract therefore I recommend the following boxes must be

ticked to make the event a success and to ensure the safety of everyone involved with the event.

COVID-19 restrictions must be followed and it must be ensured that only vaccinated and masked

people are allowed on the event premises.

It is a large event covering 70 locations therefore an adequate number of people must be hired to

cover all the tasks. Understaffing is a common issue seen in such big events and the event

committee must ensure that no such problem occurs

1. There must be enough transportation facilities to cover both the tourists and the transport

of light equipment. Other than this transportation of staff member and their work

equipment must be looked after.

2. Guests, VIPs, and speakers must be treated with the respect that they deserve

3. Security of the whole event must be foolproof. There shouldn't be any loopholes.

Everyone must feel protected on the vent premises

4. Teams must coordinate with each other.