Introduction

Event Description

The global entertainment industry, specifically the music industry has grown in recent years
(Pizzolitto, 2023). In 2022, the music industry made significant impact in the UK economy
contributing about 6.7 billion pounds to the economy while simultaneously, the employment
statistics of the music industry in the UK in the same year revealed an employment figure of
210, 000 people (UK Music, 2023). The live music industry in the UK is a thriving one and
attracts many tourists all over the world (Statista, 2023). In 2018 alone, an estimated 30
million people thronged to major indoor music venues such as the 02 and Manchester Arenas
to witness live artiste performances (Statista, 2023). The event in this report is a live indoor
music event which will feature a few contemporary Ghanaian hip life and highlife artistes
who will perform with live band.

Event Location

The event will be held at Julienest Gardens, a Ghanaian-owned restaurant located at Barking,
United Kingdom which has a capacity for about 350 guests. This venue was chosen taking
into consideration its Ghanaian ties. Also, Barking, where Julienest Gardens is located, is a
multicultural setting, has good transport access and has crime rates that are better than the
national average (Property Loop, 2023). Thus, access to transport for those who would not
come with their own vehicles and top-notch security is guaranteed. The venue serves a
mixture of African and European cuisines, has good lighting system, constant supply of
electricity and a bar.

Date and Time of Event

The event will be held on the 24th of December, 2023. Live performances will begin at 9 pm
and the event is expected to end around 2 am on Christmas Day, 25th December, 2023.
However, attendees can start arriving by 7:30 pm to 8 pm and savour delicious delicacies and
cocktails served at the restaurant.

Thus, this event management plan will focus on the operational considerations necessary in
successfully planning this event. The key areas of consideration will be logistics and
technical challenges, staffing, a framework for a sustainable environment, stakeholders
balancing, and price management. The report will finally discuss managing the changing
economic environment, and provide an evaluation strategy.
Logistical and Technical Challenges

Julienest Gardens operates under the premise of the License Act 2003 which permits the
restaurant to sell alcohol and hold live music events (a component of ‘regulated
entertainment’) as stipulated in the act (Authority of the House of Lords, 2017, p. 13). Thus,
the management of the restaurant has acquired a Premises License which gives it the legal
authority to sell alcoholic drinks and host the impending live music event on 24th December,
2023 after satisfying the personal license requirements (City of London, 2023). Since this is
an event that will witness quite a number of people in attendance, there will be the need for a
public liability insurance package which will cover the likely incidence of injuries and
associated NHS costs to patrons and staff of the event, likely compensation packages for
anyone who will be injured and other costs that may be incurred in the event of an incident
(West Sussex County Council, 2011). The public liability insurance package, however, will
be done in consultation with brokers and though this insurance package is not a compulsory
process, the management will take this insurance package since it is a public event that will
be attended by the public (West Sussex County Council, 2011). The limit of indemnity for
this package is 10 million pound since it is a high profile event. In recent times, event
designers take into consideration the social, economic and cultural roles of events and thus,
events are structured to reflect these roles (Richards, Marques and Mein, 2020). Since it is an
event with Ghanaian background, the guest seats will be covered with an indigenous
Ghanaian cloth, kente. There will also be a dancing space for patrons who would want to
dance to the tunes. The equipment for the live band will be decorated with kente cloth and
will be set at the back right corner of an erected stage facing the clients, giving the
performing artistes enough space to move around during performance. There will be POS set
up to take customers’ orders. Blinders and Ellipsoids will be used on the stage to highlight
performers and sections of the stage. There will also be free wifi available.

Staff Briefing

The staff will be briefed on the event and the security measures to put in place to ensure a
safe event. Also, the staff will be given basic first aid tips and the first line of reporting and
action to take in case of any uncertainty. This will help them to coordinate the event
effectively.

Main roles Contact details Responsibility

Event Manager 05555555555 In charge of managing the

 event.

Safety manager 0555555555 He will look after the

safety of the attendees.

Site Cleaning Company 0555555555 Cleaning of site

Caterer 0555555555 Serve food at the event

DJ 05555555555 Control of music

MC 05555555555 Coordinate the event

Other Event Staff

Name of the staff Contact details Responsibility

Mrs Richer ########### Coordinating the event

Mr. Culer ########## Manage overcrowding

Mr. Mehns ########## Manage First aid

Audience Profile and Target Markets

Events generally are geared towards a particular audience and thus, this suggests the
structuring and communication of a peculiar message which is aimed at this particular
audience (Wood, 2009). The event in this report is a one with Ghanaian roots and thus, is
aimed at generally Ghanaians and lovers of contemporary Ghanaian music within the
borough and beyond. Thus, the audience in attendance is most likely to be a culturally diverse
one made up of Africans predominantly and some white people. The artistes billed to perform
at this event are a blend of contemporary and legendary Ghanaian music acts and have been
carefully and purposefully selected to suit the age ranges of 18 and 55. However, the event
has limited slots taking into consideration the limited number of seats available and the size
of the venue. Ticket prices thus targeted lower and upper middle income earners such as as a
result of the type of artistes billed to perform and the quality services offered within the
venue. The ticket prices generally covered costs of bottles of wine, meat chops and other
delicacies for each table. With the help of event segmentation methods, the management of
Julienest Gardens directed their advertisements at diverse target audience. It is worth noting
there is divergent opinion with respect to the specific type of segmentation approach that can
be used to target audience from events and these methods can range from psychographics,
through age, income and others and thus, it is ideal to employ a variety of segmentation
techniques in classifying a target audience and adapting advertisement types and media to
suit this classification (Tkaczynsk and Rundle-Thiele, 2011, p. 426). A combination of
segmentation approaches were thus used in targeting the specific audience such as
psychographics (motivation), age, income brackets and patrons’ ties with Ghanaian origin.

Health and Risk Safety Assessment

Generally, event management entails the processes of risk assessment which requires
anticipation and prior planning with respect to the audience, staff and possible risks that
might arise, coordination which involves collaborating with the relevant stakeholders with the
aim of working around mitigating possible risk and harms to patrons, employees and others
and finally, evaluation which deals with analyzing and determining possible risks and the
effectiveness of risk prevention measures (Dadwal and Dadwal, 2022). The Health and Safety
Executive’s five step risk assessment process will be employed in identifying risks and in
employing measures to mitigate their occurrence (Health and Safety Executive, 2023). Thus,
firstly, potential risks and hazards were identified which include possible fire risks as a result
of electric equipment to be used at the venue, slips by kitchen staff during the preparation of
food in the kitchen, possible gas explosion, artiste mobbing and crowd rowdiness and
possible contamination of food, and falls on stage. Thus, the necessary measures such as
education, provision of fire risk control measures such as provision of fire extinguishers and
emergency exits and training of staff in helping with evacuation procedures, and provision of

security for crowd control were considered. The details are found in the risk assessment form.
Risk assessment template
Health and Safety Executive

Company Julienest Gardens Assessment carried Management and

staff
name: out by:
Date of next Date assessment was 18/12/2023
review: carried out:

What Who What are What further Who When Done

are the might be you already action do you needs to is the
hazards harmed doing to need to take carry out action
? and control the to control the the needed
how? risks? risks? action? by?
There will be a
fire risk assessment
to check faulty
electrical
equipment or any
potential source of
combustion a week
before the event.
Fire
Security staff with Management
outbreak
Employees training on fire and staff with
from 18/12.202 17/12/20
and guests management will the help of a
electrical 3 23
at the event be outsourced from professional
equipment
a reputable and electrician.
professional
security outfit.
There will
firefighters on the
standby in case of
any fire
emergency.
Spills Tiled kitchen Education of From ---
and falls Employees floors are staff to keep tiled Management now till
in the cleaned and kept floors dry at all and staff date of
kitchen, dry at all times. times. Long event
artistes on Avoid spillage winding cables will
stage on floors as be removed from
much as the path of
possible. The attendees at the
long wires of event and artistes
sockets, and any on stage. There
other possible will be first aiders
obstacles are on standby.
 cleared from
walkways of the
event.

18/12/202
Usually,
3 for
Mobbing during events, a Security
Artistes recruiting
of artistes security outfit is services will be
and any Management security
and temporarily employed to help
other person and staff services
possible employed to with the control of
at the event and crowd
erratic help with crowd the crowd.
control on
crowd management
the day of
the event
Staff are always
educated on the
need to maintain
personal
hygiene through Continuous
Possible Guests at
regular washing education and
contaminat the event Management
of hand before inspection.
ion of food
handling food,
appearing in
neat clothes and
others..

Financial management, funding and budget sheets

Source of Funding – The funding of the event is a sponsorship from Visit England which is
aimed at promoting music, networking, and tourism. The amount is £75,000 and will be
invested in the event by Julienest Garden.

Budget of the Event:

Category Item Unit Cost Total Amount

Venue Rentals
Musical Equipment 5000 per night 5000
Movable Stage and 3200 per night 3200
services for staging
 Lighting
Blinders 1000 1000
Ellipsoids 1000 1000
Furniture 3000 3000
Branding 4000 4000
Wi-Fi 300 300
power 1000 1000

Refreshment Food 14000

Beverage (wine, 16000

beer, whisky, etc.)
Marketing Printing 1000

Promotional item 5000

and advertisement
Performers cost 18000 18000
(Hotel bills, per
dm. for artiste and
entourage, car
rentals.

Total Cost 72500 72500

Staff Training, Outsourcing skills and services

Staff training is a core responsibility and procedure that is needed to ensure that customers
are provided with services that make them satisfied (Parsons and Rollyson, 2012). Staffing
(training, outsourcing skills and services)
Staffing is crucial for event planning and organizational setup. Beech, Kasper, and Kasper
(2014) pointed out that every event's success depends on the right use of tactics to strengthen
the vision. The tactics that must be used must include staffing. Approximately 60% of the
suppliers will be contracted out to borough-based businesses and workers. The facility is
well-equipped with an operations manager, sales and marketing manager, food and beverage
manager, and venue manager who have all undergone extensive training. For the occasion,
these employees will receive additional training to improve their service environment. Other
new hires and employees will receive training from the HR department to hone their skills.
The site visit revealed that the venue employees have unmatched knowledge of their
buildings' amenities and can provide a variety of suggestions on how to utilize their space

to the fullest. The marketing team will concentrate on increasing the occupancy of the event
space, therefore venues will need to put a lot of effort into selling themselves and
differentiating themselves in the highly competitive market (Nolan, 2018, p. 213). The
location has a distinctive selling factor and is well-known for serving African cuisine, hosting
music award ceremonies, and offering catering services for musicians and their guests.
Customers choose meal quality over the variety of food options (Lee and Slocum, 2015).
Staffing training needs will be tied into the roles and responsibilities of the staff, their
qualifications, skills and experience, and any further training required to run your event.

Supplier Relationship Management (and Managing Contractors)

Julienest Garden recommends vendors with whom they have established a close relationship
to supply them with goods and services. The suggested suppliers understand the nature of
business, have formed strategic alliances with the venue, and have excellent supplier
relationships with the venue. As they have previously been taken care of, license and
insurance are not a problem with this. The venue maintains constant contact with the
suppliers, shares issues, solicits input on its services, manages quality, and disseminates
industry news and updates (Newton, 2015). The following will be the supplier relationship
management assignments;

Role Responsibility Contact (Radio Channel)

Event Manager Manage all the items at the (Phone 1)

event

Coordinator Coordinate everything at the (Phone 2)

event
 Suppliers (stage suppliers, Supply the required (Phone 3)
lightening equipment, materials to the venue
furniture)

Security & health and safety Ensure safety at the venue (Phone 4)

Catering Service Provide food and beverages (Phone 5)

Technical team Manage the technical issues (Phone 6)

Source: Created by Student

Frameworks for Sustainable Practices

Since poor sustainable practices can affect the environment, sustainability is a crucial
component of event planning. All establishments that offer goods and services are now
required to minimize their energy use while maintaining and, where feasible, improving the
visitor experience (Ferdinand & Kitchin, 2012). The venue has implemented efforts to
preserve the water and chemicals required to clean the site and treat the water systems.
Additionally, low-flow faucets and fixtures are installed and towels are reused. The venue has
put in place fundamental recycling practices, such as the usage of drinking cups made of
newspaper to keep compost out of landfills. Programs for composting food waste are also in
place. The cleaning supplies used on the property prevent chlorine breaches because they are
made from bio-based oils and natural cleansers. The venue suppliers follow sustainable
practices in their operations. Unique hydration choices, such as filtered water dispensers, are
employed as an alternative to bottled water in support of waste reduction and a higher-quality
experience. The kinds of menus generated use organic fruit, hormone-free meats and dairy,
and other natural things that give customers better meal options. The energy source for power
provided by the borough's electrical suppliers already takes sustainability into account.

Balancing between Stakeholders (concerning event and venue)

Stakeholders will be given priority. Stakeholders such as management of the venue,

suppliers, employees, and entertainment key personnel will be the main stakeholders. These
people will understand consumer behaviour (Hudson and Hudson, 2012). By using
Mendelow's matrix, the event manager will force the regulatory body to go from High Power,
Low Interest to High Power, High Interest. It would therefore be necessary to manage and
communicate with this stakeholder in a new way. A similar shift would occur in the media,
from Low Power, Low Interest to Low Power, High Interest.

Detail on Managing Pricing

Considering that tickets must be sold to participants, pricing control is crucial for this event.
The target market, participants' purchasing patterns, and the cost per person are the only
factors that affect how full the event venue will be. A person's decision-making process and
subsequently their consumer preference are greatly influenced by price. The numerous
musicians that will perform at the event will host street jams to sell part of the tickets to their
followers to raise awareness of the event and

prevent low occupancy. One month after the event is made public, tickets will be available
for purchase at £200 per person. Adler et al.'s (2022) explanation of price management is
provided. Therefore, the sales and marketing team will use discount strategies depending on
client choice and other many criteria owing to the volatility of the pricing of goods and
services. The cost of the tickets will also be governed by the event's importance and worth.
Following the implementation of all these steps, the final service cost will be calculated and
provided to the client utilizing the transaction technique, product market strategy, and
industry supply and demand.

Managing the Changing Economic Environment

The UK has seen several complications as a result of the changes to immigration laws, most
notably Brexit. The amount of items that may be purchased from outside sources and shipped
to the UK is restricted. Additionally, other organizations have had trouble importing items,
which has forced them to rely on the limited resources available and raised inflation overall.
People are reluctant to invest in the UK as a result of the changes in immigration laws since
they will find it challenging to outsource some services that were previously easy to obtain in
Europe (Victor et al., 2021). To address this issue, Julienest Garden will utilize the workforce
and suppliers currently present in the neighbourhood borough. Even though restaurant meal
prices have drastically increased in 2022, 84% of customers think eating out with friends and
family is a better use of their free time than cooking and cleaning (National Restaurant
Association, 2023). As a result, the location will be ideal for the event.
Evaluation Strategy

According to Penela and Serrasquerio (2019), there are several ways to detect risk, which
may be done with the help of a sound evaluation method. The evaluation of the event will be
based on participant and stakeholder input. There will be pre-event, during, and post-event
surveys and interviews to evaluate the event's impact. Ratings will be implemented so that
clients may express their pleasure on a scale of 1 to 10, with 1 denoting dissatisfaction and 10
indicating extreme satisfaction. KPIs and other performance indicators will be used to assess
the effectiveness of the organization's initiatives. To understand the situation clearly and deal
with difficulties encountered to prevent a recurrence, Nolan (2018) claims that feedback is
helpful. A walk around the location will be conducted to look for any problems, and accident
inspections and a safety discussion with contractors will also be carried out.

Recommendations

UK's music industry keeps growing and people have developed a love for music over the
years (Laing and Mair, 2015). Event management can rely on the media to make the event
popular (Stankov et al., 2018). The venue management must promote Julienest Garden as a
destination for music. Hire entertainers that have a track record or a good reputation so they
can amuse your regulars and help your venue come to life. To make the venue a destination
people want to visit no matter who is playing, the venue management must assess the
neighborhood and look at methods to enter their market. Recognize the target market's wants
and meet them. Owners of the venue must make sure that the rules and regulations governing
noise disturbances, the sale of alcohol, the maximum number of attendees, and other safety
issues are followed during their events. Heavy penalties can be imposed for breaking these
laws, and serious offences, such as supplying alcoholic drinks to minors, can lead to the
termination of a company's license. Additionally, venues must permit fire marshal inspections
to demonstrate that there are no violations of building rules and that emergency exits are
adequately maintained and unobstructed. Inspections verify the value of a well-kept venue by
looking for potential fire concerns and general maintenance.
Conclusion

The venue's owners are responsible for ensuring that safety precautions are taken during their
events, including adhering to rules and regulations regarding alcohol sales, noise disruptions,
and the maximum number of guests. The license of a business may be terminated for major
violations, such as the provision of alcoholic beverages to minors, which carry severe fines.
Venues must also allow fire marshal inspections to show that there are no building code
violations and that emergency exits are properly maintained and unblocked. Inspections
search for potential fire hazards and other basic maintenance issues to confirm the worth of a
well-kept venue.
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