Unit 3 Event Management

Introduction
Event management is the application of the management practice of project management to the
creation and the development of festivals and events.

Event management involves studying the interaction of the brand, identifying the target audience,
resulting the event concept, planning and coordinating the technical aspect before actually performing
the modalities of the proposed events.

Event management is the application of project management to the creation and development of large
scale events such as festivals, conferences, ceremonies, formal parties, concerts, or conventions.

The events now include events of all sizes from the Olympics down to the breakfast meeting for business
people. Every industry, charity, society and group will hold events of types/size order to market
themselves raise money or celebrate.

Events can be classified on the basis of their size, type and context.

Categories of Event
1. Leisure events e.g. leisure sport, music, recreation

2. Cultural events e.g. ceremonial, religious, art, heritage, and traditional.

3. Personal events e.g. weddings, birthdays, anniversaries.

4. Organizational events e.g. commercial, political, charitable, sales, product launch.

Event planning with 5 W’s concept

We follow 5 'W's i.e.

1. Why

2. What

3. When

4. Where

5. Who

Principle to create an event plan.

1. Why

'Why' means, why you want to organize the event i.e. event objective. What do you want to get from
the event? For e.g.: do you want to organize the event to enhance your company's brand image, to
increase company's sales, to promote your client's products/services or to promote a social cause etc.
Defining event objectives at the very start of event planning is very important as it gives you the
direction in which you should proceed to accomplish your objectives. Organizing an event without clear
objectives is a huge waste of both time and resources.

2. What

'What' means what you are going to do in the event i.e.

what will be the: Name of the event? For example: “Summer Food Carnival ".

Food and Beverage Menu It contains the list of food items and beverages you will serve during the
event to guests and target audience

Guests Profile who will be your chief guest and other guests? Your guest list must include organizers,
sponsors, partners, clients and specially media people. Use your imagination to create good titles to woo
your guests. Like 'Guest of honor', star guest etc. Never give special treatment to one particular guest or
guests' group.

Type of Entry Decide how will be the entry. Entry will be by ticket, pass or invitation only.

Entry fees what will be the entry fees? If you are going to charge entry fees, then be prepared to pay
entertainment tax. Your entry fees should be according to your target audience's status. If you
overcharge you won’t get any audience.

Promotional Campaign How you are going to promote your event, organizers, sponsors, partners and
clients: - pre-event, at-event and post-event.

Program Menu It is the list of various activities that will occur as a part of the event.

Event Budget to determine your event budget finds out what will be the cost for producing and
marketing the event.

3. When

When you are going to organize the event (i.e. date and time)? Keep following things in mind while
selecting date and time for the event:

a) Select date and time according to target audience convenience and availability. For e.g.: don't
organize events during work days, examination days or festival times. The best time to organize events is
during weekends like Saturday or Sunday.

b) Make sure that your event's date and time, don't clash with other event's date and time specially
bigger event's date and time. For e.g.: it is not a good idea to organize your music concert on a day when
there is Bon Jovi concert.

c) Keep climatic conditions into mind while selecting date and time for your event. It can be disastrous to
organize event outdoor on a day when the weather is stormy or heavy rain is expected. Here you can
take help of your own experience if you are familiar with the climatic conditions of the region where you
intend to organize the event or you can take the help of the meteorological department for the weather
forecast. Find out how the weather will be on the day of your event.
4. Where

Where you are going to organize the event (i.e. venue)? Check out the venue selection tips.

5. Who

Who will be your organizers, sponsors, partners, clients and target audience? How many target audience
you are expecting to visit the event and why? You must have very good reason to this 'Why' as you will
have to convince your prospective organizers and sponsors that why particular number of people will
attend the event.

Steps in Event planning

1. Create a budget

The objective is to provide event planners with a financial blueprint. The budget should be specific,
and include revenue opportunities (sponsorship, ticket sales, donations, concession sales) as well as
expenses such as printing, permits, insurance, speakers, food supplies, security etc.

What items were missing on the checklist?

Was the event well attended?

Was informal and formal feedback about the event positive?

Given that all went into staging, was it worth doing?

2. Consider logistics

With many activities going on simultaneously, there are many details to be checked. Major areas to
consider and plan for include; size of space or building used, utility support needed, setup (tables and
chairs, tents, portable toilets, parking, signage) coordination, cleanup, emergency plans, transportation,
and public services such as police and fire departments.

3. Plan publicity

Promoting a special event takes creative thinking balanced with practicality. The primary objective is to
publicize the event, but secondary objectives should be considered as well: § Are you trying to inform,
evaluate or entertain? § Increase awareness or attendance of the event? § Build a base support from a
specific audience? § Facilitate good community relations? Brainstorm all the available media in including
marquees (brand), school newsletters, church announcements, and cable & commercial stations. Make
a detailed list with names of whom to contact and when.

4. Evaluate the Event

Take time to evaluate right after the event while the details are fresh. You may want to consider
having a questionnaire for participants to fill out. Some general evaluation criteria include:  Did the
event fulfill its goals and objectives? Why or why not?  Identify what worked and what needs fine
tuning. Which vendors should be used again?

5. Follow up
Your event follow-up can be thought of in three categories:

 Correspondence
 Delivering post-event materials
 Thinking ahead

Role and responsibility of Event Team members

1. Event Coordinator

The events coordinator sits at the very top of the hierarchy; therefore they have the highest level of
authority and are responsible for managing all staff members below them. It is their role to coordinate
the detailed work required in order to ensure the event runs smoothly and according to plan. They work
in the public, private and not-for-profit sectors and can work for event management companies, in-
house for an organization or freelance. Coordinators may manage events such as festivals, conferences
and promotions. The role of event organizer is usually hands-on and often involves working as part of a
team. Event organizers must be able to complete a wide range of activities requiring clear
communication, excellent organizational skills and attention to detail. They must work well under
pressure, ensuring the smooth and efficient running of an event.

2. Event Planner

The Event Planner has a vital role in the events management hierarchy as they are responsible for a
great deal of the important tasks, such as choosing the location, organizing transportation, catering and
has a great deal of responsibility in the finance department, ensuring the team stick to the budget. They
need a set of skills including good verbal and written communication, the ability to keep calm under
pressure and being able to negotiate properly. They may have to negotiate when reaching a decision
with the local authority about a debatable topic relating to the event and the design.

3. Client Service Manager

Client Service Manager carries with it a great deal of responsibility for dealing with the public. They
must be professional, polite and have good people skills in order to carry out their job effectively. For
example when dealing with an angry customer, they must try their hardest to keep the customer calm
whilst trying to reason with them in a mature, professional manner. The Client Service Manager will be
in charge of making sure the customer’s needs are satisfied and helping / advising them with any queries
they may have. They must also deal with feedback / complaints, displaying strong communication skills.

4. Event Manager

The event manager will work closely with the Coordinator to ensure the event runs as smooth as it can.
Their role is to be active and practical and some paperwork is sometimes required such as planning
details / changes to the schedule. If the members of staff have a problem they can discuss it with the
manager. It is their role to listen and help their employees and guide them to where they need to be.

5. Event Assistant

Assists the Manager with any jobs or errands that need carrying out. They may also make phone calls
to people who can help, advice or help with research. On some occasions they may be responsible for
the crew, if for example the manager is busy, the assistant will tell the crew what their job is. The event
assistant must know the details of the event in order to teach others, they must also be organized and
flexible in order to meet the needs of the Events Manager.

6. Event Security

Security is one of the most crucial management part of the Event. For concert and live shows generally
security is hired from a security company from a third party. However, local police station also must be
informed for security. Bouncers are practiced for pubs and discotheques. In case of hotel events hotel
security force is used.

Technology & Event Management

Software companies provide service to event planners with a complete solution including Online Event
Registration, Event Marketing Tool, Hotel Booking Tool, Travel Booking Tool, Budgeting Tool etc.
Prominent names in the market are Cvent & Starcite.

Beside this technology can be used in various ways in Event promotion with different social networking
sites.