The Concept of the Event

How to develop the Concept

It is not that easy to develop the concept of an event. As mentioned, there are various
factors to be considered in conceptualizing something that should meet the minimum
requirements of the client, as well as your requirement as a planner. The success of an event
depends on how it was conceptualized and how the concept materialized.

The following factors should be considered in developing the concept:

1. The format of the Event

There are so many formats that you could make use of but the most important
is, it matches to the objectives you set prior to conceptualization of the event
concept.
2. The Purpose of the Event
The purpose and the format should go together. This is because if the purpose is
to show sports related products, the organizer may consider sporty type event.
The purpose should be the driver in all aspects of the planning process.
3. The Theme of the Event
Theme of the event has something to say on the concept that we need to
develop. This should be linked to the purpose of the occasion, completely
compatible with the attendees needs, and most importantly should be
consistent in all aspects.
4. The Venue of the Event
It is important that you as an event planner knows exactly where to stage an
event based on the preference of the client.

Things to consider in choosing a Venue:

 Accessibility
 Location
 Ambience
 Seating capacity
 Safety of attendees
 Food and Beverage Facilities
 Availability of other important supplies
 Features like stage
 5. The Participant of the Events
During the first phase, you interviewed the prospect and you were able to know
who the participants are. It is an important consideration that you as a planner
exactly know who they are in order for you to match the concept of the Event.
6. The Budget of the Event
The question on how much the client is willing to finance the event is very
important consideration in designing the event concept. If the event is just for a
day meeting possibly, the budget will not be that much since the main purpose
of such is just to share ideas either on what’s happening in their office, the new
products, and competitor analysis among others.
7. Timing of the Event
Another special consideration is the timing of the event based on when the
client wants it to be held. If they have not given information about this, it is
important that you as a planner exactly know when to hold the event as per
details of it is concerned.
8. The People behind the Event Execution
N o matter how good is your concept for a particular event without proper
attention to who will man this event need assistance, it will never becomes
successful. Remember that in any organization, the most important asset is the
human resource.

Important Considerations:
 Event team
 Performers
 Emergency Services
 Event contractors/Suppliers

How to Analyze the Event Concept

When concept is already in mind, the next step is to analyze it. There should always be
an alternative Concept whenever the first plan does not meet all your objectives.

The following questions can help you analyze your concept prior to designing it:

 Does it satisfy the objectives you have set in accordance to the requirements of the
client?
 Is it the concept that meets the kind of participants it has?
 Is the concept attainable?
 Is the concept suited to the kind of event?
 Is the concept applicable on the day, time and season for that event?
  Are all areas covered?
 Are there enough resources for this concept to materialize?
 Can your team hold such event in as much as skills is concerned?
 Are the resource speakers (if any) available on the day of the vent?
 Is the venue accessible for all the participants?
 Is the concept safe and reliable for all the participants?
 Is the concept suited for the budget of the event?

*There are many other considerations that you have to look into prior to designing the
event. Sometimes, along the way, there are concerns that during the event conceptualization
you were not able to look into. However, this should not be critical, meaning not a big issue
that you as a planner did not able to think about it.

How to design an Event Concept.

So, we are now on the stage of designing the event concept. As this is crucial, all details
must not be overlooked to avoid inconvenience during the event proper.

Example: Let’s use an example the Seminar Event held by the MBA Class of PUP
Manila under the course seminar in Marketing Trends and Issues. The group had organized
an event for a 400-seater venue which has entitled “Mark for Success: Emerging marketing
Strategies for 2012 and beyond.”

The following main creative elements made the event concept successful:

 Come up with a theme- the group conceptualize theme where all details were
in accordance to that. A lot of suggestion came out, which is very useful. Until
they finally agreed that the title as mentioned above will best appeal their
chosen audience, everything now follows.

 Consider the layout- the team did their best in considering the event layout.
From the venue to the invitation, tarpaulin or marketing materials, all were in
sync to the theme.

 Do not overlook the Decor- simply decorated; still, the event area was
conducive for the attendees. The group believe the lesser the decoration the
better since the event was a seminar.

 Look for suppliers and sponsors- these groups are very important in an event.
Suppliers for the events need should be considered to ensure that they will give
 you only the best supplies. Sponsors on the other hand make the event more
attractive especially when these are well known establishments or organization.

 Create a technical support- as in every event technical glitches are always

possible, a technical group shall not be overlooked.

 Consider ‘staging’- the group did not overlook staging of the event. The stage
was decorated by tower balloons and the LCD projector as backdrop which
makes it beautiful since the event flow is flashed on that screen.

 Add Entertainment-to some events, entertainment is peripheral, and to some it

is central. What is important here is that, the entertainment suits the purpose of
the event.

 Consider the talents- this may come in form of musical, performers, athletes,
dancers, speakers and even the masters of the ceremony. As these people are
important for the success of an event, they must be well-taken care of.

 Never forget the catering services- though the seminar needs not to ask for a
caterer, this is important that every event organizer should be considered. No
matter how good the speakers and host are if the food were served late or with
less quality, the mood will surely be replaced by complaints on this kind of
service.

What to Consider for an Event Concept

1. Site Access- would it be easy for the attendees to park their vehicles close to the
venue? Can they off-load easily? Are there enough parking spaces?
2. Physical limitations-is it easy to move around especially when carrying heavy
equipment?
3. Cleaning- is it the organizer who will do the cleaning or contracted?
4. Basic services- can the event organizer provide water easily? Is there electricity?
5. Site Dimensions- is the site too high? Is it too low or narrow?
6. Toilet Facilities- are these available in the area? Are these portable or fixed?
7. Catering- would there be obstacles or problems when transporting, storing and serving
food?
8. Safety- were the patrol, exits, fire procedures, first aid considered and in place?
Quiz

Multiple Choices: Encircle the letter of the correct answer to the following questions.

1. It is not that easy to develop the concept of an event. There are various factors to be
considered in conceptualizing something that should meet the minimum requirements
of the client, as well as your requirement as a planner.
a. Both statements are correct.
b. Both statements are incorrect.
 c. Statement 1 is correct while statement 2 is incorrect.
d. Statement 1 is incorrect while statement 2 is correct.
2. The success of an event depends on how it was conceptualized, and how the concept
materialized. It is therefore, significant that a planner must work slowly but surely to
ensure that every detail is carefully attended to.
a. Both statements are correct.
b. Both statements are incorrect.
c. Statement 1 is correct while statement 2 is incorrect.
d. Statement 1 is incorrect while statement 2 is correct.
3. If your question as a planner is “how do I want the event to look like” based on that data
you gathered from the client what factor are you considering in developing the event
concept?
a. Format
b. Purpose
c. Theme
d. Venue
4. This factor to consider in developing the event concept should be linked to the purpose
of the occasion, completely compatible with attendees needs and most importantly
should be consistent in all aspects.
a. Format
b. Purpose
c. Theme
d. Venue
5. What factor in developing event concept should you consider if you are concerned
about staging the occasion.
a. Format
b. Purpose
c. Theme
d. Venue

6. Which of the following is NOT a thing to consider in choosing an event venue?

a. Accessibility
b. Ambience
c. Dependability
d. Seating Capacity
7. The question on how much the client is willing to finance the event is not an important
consideration in designing the event concept. If the event is just for a day meeting,
 possibly, the budget will be much since the main purpose of such is just to share ideas
either on what’s happening in their office, the new products, and competitor analysis
among others.
a. Both statements are correct.
b. Both statements are incorrect.
c. Statement 1 is correct while statement 2 is incorrect.
d. Statement 1 is incorrect while statement 2 is correct.
8. No matter how good is your concept for a particular event without proper attention to
who will man this and to who will this event needs assistance, it will never become
successful. Remember that in any organization, the most important asset is the human
resource.
a. Both statements are correct.
b. Both statements are incorrect.
c. Statement 1 is correct while statement 2 is incorrect.
d. Statement 1 is incorrect while statement 2 is correct.
9. The purpose and the format of the event should go together. If the purpose is to show
sports-related products, the organizer should consider sporty type of event.
a. Both statements are correct.
b. Both statements are incorrect.
c. Statement 1 is correct while statement 2 is incorrect.
d. Statement 1 is incorrect while statement 2 is correct.
10. Bernard would like to come up with something forest-like ambience for the event of the
ABC Campers. What factor is he considering in the process of developing the event
concept?
a. Format
b. Purpose
c. Theme
d. Venue