Executive Summary

This report demonstrate the conceptualisation and focus on basic

principal of event management such as event planning,
requirement of legal for event marketing and management and
event manager role base on DesignEx event which was in Sydney
Exhibition Centre at Glebe Island on 28th May 2014 to 30th May
2014. Since 1988, DesignEx has been number one designing event.
This event is the platform of sharing inspirations and innovation to
people for designer. The DesignEx event divided by seven sector
of design. There are Architecture, Bathroom and Kitchen, Interiors,
Surface and Finishers, Textiles and Furnishers, Tiles and Stone and
Workplace. This report is design of each step to arrange successful
a festival or event. The information will provide to help improve
event plan.

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Contents
Executive Summary .............................................................................................................................. 1
Introduction ........................................................................................................................................... 4
Event ...................................................................................................................................................... 4
Event Planning ...................................................................................................................................... 5
Time and Place .................................................................................................................................. 5
Contract ............................................................................................................................................. 5
Organizing Team .................................................................................................................................. 5
Role ..................................................................................................................................................... 5
Fund planning ....................................................................................................................................... 6
Budget ................................................................................................................................................ 6
Financial Support.............................................................................................................................. 6
Insurance ............................................................................................................................................... 6
Venue...................................................................................................................................................... 6
Potential Risks ................................................................................................................................... 6
Side Map ............................................................................................................................................ 6
Pedestrian and Traffic Management................................................................................................... 7
Rode Closures .................................................................................................................................... 7
Private Properties ............................................................................................................................. 7
Risk Management Plan......................................................................................................................... 7
Public Health ......................................................................................................................................... 7
Alcohol ............................................................................................................................................... 7
Toilet .................................................................................................................................................. 8
Water.................................................................................................................................................. 8
Shelter ................................................................................................................................................ 8
Noise and Waste Management ......................................................................................................... 8
Safety of Public...................................................................................................................................... 8
Crowd Control .................................................................................................................................. 8
Power and Light ................................................................................................................................ 8
Structure and Fireworks .................................................................................................................. 8
Promoting and Marketing .................................................................................................................... 8
Ticket / Registration ......................................................................................................................... 9
Signage ............................................................................................................................................... 9
Health Publicity................................................................................................................................. 9
Role of an Event Manager .................................................................................................................... 9
Recommendation................................................................................................................................. 10
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Bibliography.......................................................................................................................................... 11

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Introduction
DesignEx is one of major event in Australia. Its leading event for visitor, student, exhibitors and event
partners. In 2014, DesignEx celebrate 26th years of their journey. Its only Australian design exhibition
authorized by Design Institution of Australia. The partner of this year was iconic Australian brands such
as Tait, Dulux, USG Boral, Aesop, Colorbond, Cult and Futurespace with top international brand such
as Corporate Culture, KE-ZU and Knauf make this event unique (Exhibitor Tools, 2014). This event
give opportunity to company promote the brand to over 20000 manufacturing specialists. The
sponsorship offer to company position of market leader in top event of Australian design and
architecture (Sponsorship, 2014). The benefits of sponsorship are brand introduction, brand standing,
opportunity to public relation and lead generation. The four way to join with DesignEX as a partner.
There are major partner, event partner, production partner, media partner and association partner. In
this event product and service categories are air conditioning, ventilation and hearing system,
appliances, architectural and building product, artwork / framing / pictures, bathroom / kitchen, blind /
curtains / curtains / shutters, CAD / software / training, carpets / rugs, curtain hardware / accessories,
decorative accessories, decorative finishing / paints / coating, electronics / automation / audio visual,
energy management, finishes and surfaces, flooring, furniture – commercial / hospitality / workplace /
retail, lifts or elevators, lighting, outdoor product, professional services such as insurance, IT and
training, roofing system, shutters, signage, stone or tiles, textiles, timber product, wall systems and
windows or doors. In 2014, total number of participate were 168. In 2013, DesignEX celebrate 25th
birthday as Australia’s number one and long running architect and design event. Last year 10119
specialist visited, 1,752 vodka cocktail drink, 4,300 specialist visit event hardest day on 31st May 2013
and 1,500 coffee drink at Roasters pop-up café. This year more professionals visit than 2013. The
DesignEX is perfect event to keep eyes on what’s going on world and chance to see the inspirable
material and product. It’s one of the event to meet with supplier and re-establish connection. 83% of
exhibitors were happy for visitor and 93% of visitor were satisfied on exhibitors and quality of product
(DesignEX Post Show Report, 2013).

Event
Event can be define as a purpose of people gather of education, marketing, reunion or celebration. The
classification of event basis on event size, time, type and content. An event can be social, educational
or career, sport, entertainment, political, corporate, and religious or fund raising (What is an Event,
2014). In 1990, first start event cultural. Now-a-day, event industry is popular such a big scale. There
are three type of event such as Hallmark, Mega and Major. A hallmark can be define as signification
sprits or city or state that help to identify city or region. The example of hallmark event is the Carnival
Rio. Mega event is that so large scale which effect on economic growth and globally people looking for
it that high level of media coverage, tourist and prestige’s. Example are ICC World Cup, FIFA World
Cup and Olympics (Event Management, 2007). A major event can be sport, entertainment, cultural
gather of people. It can be in permanent place that build for specific event or temporary place. A major
event included multifaceted planning, media coverage, large stakeholder, huge volunteer and
inexperience employee, interest on in national and international. The example of major event are Sate
of Origin football match, Australian Open, Melbourne Food and Wine Festival, Opera on Sydney
Harbour, Vivid Sydney etc. The DesignEx is major event. This event is business form (Middleton,
2006).

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Event Planning
Planning is the most important way to make successful event. Its means that stating well. What
to do and when, should include in pre-panning. Booking, funding and advertising need to do
before of due date of event that mean time management is important. Parking, financial
planning, venue, alternative site, date, alternative date, transport coordination are includes of
event planning (Event Checklist, 2014).
The DesignEx planning was significant for example arranged speaker, coordination of location
(utilities), table, chair, food, toilet, parking, doctor, emergency service. They provide free
special event transport. It makes convenient to visitor (Getting There, 2014). An event planner
name can be event manager, event coordinator, convention planner etc. Kobe Johns was the
DesignEX planner as Exhibition Manager (DesignEX Advisory Panel, 2014).

Time and Place

Time and place is the first step of event planning. Time set can be make easy to meet the goal.
After selecting date of the event good idea to check the any other is possible to clash this event.
Time is the most important to a successful event. Event planner should not plane an event in
quite period when lots of people outside of town. The peak season is the best to increase target
audience and promote the country or state or city. For example of DesignEx set their time and
place one year before of every event. Melbourne Convention and Exhibition Centre is the next
year DesignEX event on 13th May 2015 to 15th May 2015 (That's a wrap Info, 2014).

Contract
The event planner is responsible person all over the event. The event plan and execution done
event planner his team always work behind the scenes to make successful event. The event
planner not only plane and execution of an event but also build brand image, marketing and
communication policy (Duties and Responsibilities, 2014). He is expert in technical and
logistical element, event design, audio- visual production, budget and client services.

Organizing Team
Organizing team organize the event. This team work on event theme. It’s usually start with
informal team but when team start handling money that time it’s begin as formal team. They
are play major role for decision making. The organizing are risk management team, speaker,
venue management, entertainment, sponsor, marketing etc. for example Australian Institute of
Architect and Design Institute of Australian work as media partner in DesignEx event.

Role
After set up team, should make job description and responsibility for each team, so everyone
can be know which team doing what and meet to dead line. The important role of event team
are:
1. Event manager
2. Treasure
3. Other member with different role and responsibility
4. Marketing and promotions

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Fund planning
Anyone can make plan for an event but funding or financial support is most important for event.
Major of financial support come from sponsors.

Budget
Budget preparation is major part of financial planning. Make sure income and expenditure
should balance otherwise event will not be financially sustainable. Income can be ticket sale,
catering, merchandising etc. and expenses can be utilities cost, rent, administration cost,
insurance, transportation cost, marketing cost etc. After calculation of all income and expenses,
have to income more than expense. If income less than expenses than need to cut expenditure.

Financial Support
Sometime it’s seen that, not possible to cut any expenditure because unbalance of budget, so
need to look for other possible income or funding. It can be local government, individual
sponsorship, trade sponsorship, trust, non-government organization etc. It is important that as
much as possible to organize financial support and keep all receipt as record.

Insurance
Originating a public event by legislations to ensure the safety of volunteers, employee and
public. Comprehensive public liability have to do as a part of risk management. Property and
equipment should cover by insurance.

Venue
Selecting the venue need to consider the hazard, emergency services, traffic, public transport, parking
and pedestrian’s access to enue. The DesignEX e ent consider all of this facilities ithout pedestrian’s
access. Event venue was Sydney Exhibition Centre at Glebe Island.

Potential Risks
Selecting the event site for outdoor, need consider possible risk by assess risk management.
Possible risk are slip and fall, twist ankles by small hole, insect or snake, wind, temperature,
structure and chemical store. Those list minimise the risk at event.

Side Map
A site plan is heart of event. Public want to easily access and exit. The participant will be use
site plan as part of planning process. The DesignEx event site plan was distracted because
they’re not any pedestrian access and inside the event was confuse. Visitor could not find
similar product one side. There were not any first aid post, taxi or bus stop, non-alcohol zone,
smoking area, seating facility and lots.

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Pedestrian and Traffic Management
The DesignEX traffic and pedestrian management was not impressive. Those people who do
not have private transport or not using event transport, they take risk of life to access the event.
Even there were not caution or danger sign for visitor using busy road by walk to enter event
which road no pedestrian path. Also in car park not any pedestrian ram. Event management
must consider of those issue.

Rode Closures
The DesignEx event main access road was close for construction and road work. The sign of
event venue was wrong direction. Any incident of visitor not cover by insurance because
outside of event. Event management team should deploy traffic controller regarding this issue
for safety of public. However, it’s seen that security control traffic but its illegal without traffic
controller licence to control traffic.
If event management need to road close for event, should inform local government and council
three month before of the event date. Local government and council inspection the site and
they will consider or provide suggestion.

Private Properties
If any private property near to event venue and effected by stage, lighting, fences and more
which legal requirement of approval for an event.

Risk Management Plan

An event management team and all staff are responsible for any kind of incident. All incident
should inform to event control room or incident control centre. Its include first-aid, fire
equipment, lost or stolen property etc. Any event should have written form and approve by
event organizer. At least two month before of the event date should contract local police, fire
service and all other emergency services. The risk management plan include who provide first-
aid, local commander of police, contract person emergency services, arrangement of more
police, located emergency meet point and hospital. Any serious kind of incident venue can be
crime scene and control by police.

Public Health
Public health is most important any event. Organiser should concern on it. The requirement of
selling food in event by legislation to inform local government and council. Every food stall
required to approval from local government authority.

Alcohol
If event intended to consume alcohol required to permission from Department of Racing,
Gaming and Liquor and also approval from local government authority before two month of
event. Event organiser clearly mark on alcohol zone if all age zone. The DesignEx event did
not mark for alcohol zone. The entry condition was minimum age 15 years but alcohol
consumption age 18+. They should aware of alcohol consumption rules and regulation.

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Toilet
Toilet facility required for few things. There are number of gather in event and duration of
time. The DesignEx event was unavailable disability toilet. An event team must aware of this.

Water
An event ensure to water supply available. It’s the requirement of health and safety. The
DesignEx event was not available any drinking water.

Shelter
Shelter should arrange in event of employee, volunteers and first-aid. The shelter area are
transport area, ticketing, eating area, competition area and more.

Noise and Waste Management

An event noise can be create by music, generator, air cooler and crowd. If noise is higher than
normal, organiser should control noise. The Act 1997, Environment Protection (Noise)
Regulation should comply on event and also required local government approval.
Act. 1997 Environment Protection Regulation also indicate he waste management. For example
of extra bin. Its absence in DesignEx.

Safety of Public
During the event public safety is most important. For example of crowd control, public
assemble, fire work, power and light and structure (Shire of Carnarvon, 2014).

Crowd Control
The best way to control crowd by security. Different type of event depend on different step
security level. An event organisation team need to assess the risk and consider action base on
risk.

Power and Light

In evening event need enough lighting otherwise visitor cannot identify exit and entry.
Generator can be help on power failed. Some of event such as concert are perform only with
stage light. The control room must aware of any emergency situation by electrical issue. Act.
1992, Health Regulation said that all outdoor event of electrical installation should be certify
with provision of health regulation.

Structure and Fireworks

All kind of provisional structure includes stage, seating standpoint, tent or stall, fabricate
building are required to certify with local government. Firework must have approve from local
government and local police.

Promoting and Marketing

A successful event depend on how organizer promote the event. Only way to catch as much as
possible people by get out information in advance for target audience. The event management
team need to find out most cost effective advertising way to promote the event with budget.
The common way of promote the vent are radio, TV, local newspaper, poster bill board, flyers,
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mail, website, email etc. Get out information of event as much as early if date and location
fixed (Event Management, 2007). For example DesignEx set time, date and location one year
before because of can give the reminder target audience. Next year the DesignEx event will be
Melbourne Convention and Exhibition Centre on 13th May 2015 to 15th May 2015 (That's a
wrap Info, 2014).

Ticket / Registration
This is the only way to control crowd by selling ticket or registration advance. The selling of
advance ticket or registration should include on in specific time, date and place, entry details
and conditions, service information and transport arrangement. The visitor in DesignEx event
did advance registration on website. Also people can registration on spot in event. However,
they cannot provided any information for transport arrangement who registration one month
before.

Signage
Clear and attractive signage make feel better target audience. Signage display should be comply
with local government when, where and how will place. For example of signage are exit and
entry, parking, first-aid, communication or information room, incident control centre, toilet,
security etc.

Health Publicity
Health promotion can attract one segment of people. It can be don’t drink and drive, smoke
free environment, glass are not permitted, snacks available, free transport available (Event
Management Plan Checklist and Guide, 2014).

Role of an Event Manager

Event manager plane the event and executive it. Event management team always work behind
the scenes. He is not only plane the vent but also make marketing, promotion and branding
strategy (Duties and Responsibilities, 2014). Event manager is responsible for event and
customer satisfaction. The major task of event manager are planning, controlling, budgeting,
staffing, directing, co-ordinating and organizing. Event manager must able to friendly, self-
motivate, organize, energetic, good sense, goods stater, team player and wall manner with all
employee.
An event manager wide range of duties. There are staffing for temporary job, make marketing,
communication and branding strategy, maintain confidential information, manage event etc
(Event Planning Guide, 2014).
There are seven major function of event manager-
 Planning
 Budgeting
 Quick problem solve
 Marketing
 Maintains
 Evaluating
 Record

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  Past Record
 Budget record

Recommendation
The event management industry growing faster than ever. It’s very challenging, fashionable
and creativity career for young generation. However, the DesignEx event site plan was
distracted because inside the event was confuse. Visitor could not find similar product one side.
There were not any first aid post, taxi or bus stop, non-alcohol zone, smoking area and seating
facility. Traffic and pedestrian management was not impressive. Those people who do not have
private transport or not using event transport, they take risk of life to access the event. Even
there were not caution or danger sign for visitor using busy road by walk to enter event which
road no pedestrian path. Also in car park not any pedestrian ram. Event management must
consider of those issue. The main entrance road was close for construction and road work. The
sign of event venue was wrong direction. Any incident of visitor not cover by insurance because
outside of event. Event management team should deploy traffic controller regarding this issue
for safety of public. However, it’s seen that security controlling traffic but it’s illegal without
traffic controller licence to control traffic. Event Management did not mark for alcohol zone.
The entry condition was minimum age 15 years but alcohol consumption age 18+. They should
aware of alcohol consumption rules and regulation. Also their unavailable disability toilet.

However, the DesignEx is Australian number one and popular exhibition organiser. They
successfully end 2014 event without any incident. Any large event can be happen mistake and
learn from those mistake which will be help in future. Event management must use smart idea
from start to end of the event. A small mistake can be success event turn to worthless.

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Bibliography
DesignEX Advisory Panel. (2014, May 29). Retrieved June 3, 2014, from DesignEx:
http://www.designex.info/visitors/designex-advisory-panel/

(2013). DesignEX Post Show Report. Sydney: DesignEX. Retrieved May 31, 2014, from
http://ems.infosalons.com.au/login?organiserHash=1bf869&showHash=dfbd7d

Duties and Responsibilities. (2014, June 2). Retrieved June 2, 2014, from UK Expart:
http://www.ukessays.com/essays/management/duties-and-responsibilities-of-event-
manager-management-essay.php

Duties and Responsibilities. (2014, May 29). Retrieved June 1, 2014, from Expert Provider:
http://www.ukessays.com/essays/management/duties-and-responsibilities-of-event-
manager-management-essay.php#

Event Checklist. (2014, May 25). Retrieved May 31, 2014, from Wild Apricot:
http://www.wildapricot.com/membership-articles/eg-event-checklist

Event Management Plan Checklist and Guide. (2014, May 31). Retrieved June 3, 2014, from Latrobe
Council:
http://www.latrobe.tas.gov.au/webdata/resources/files/EventManagementGuide.pdf

Event Planning Guide. (2014, May 25). Retrieved May 31, 2014, from Wild Apricot:
http://www.wildapricot.com/membership-articles/eg-how-to-plan-an-event

Exhibitor Tools. (2014, May 31). Retrieved June 1, 2014, from DesignEx:
http://www.designex.info/exhibitor-info/exhibitor-tools/

Getting There. (2014, May 29). Retrieved June 03, 2014, from The DesignEx:
http://www.designex.info/visitors/getting-there/

Middleton, W. (2006). Advise for Managing Major Event Safely. Worke Safe. Victoria: State
Govenment. Retrieved June 03, 2014, from
http://www.google.com.au/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&ved=0CDMQFjA
C&url=http%3A%2F%2Fwww.alpineshire.vic.gov.au%2Ffiles%2F7_Advice_for_managing_ma
jor_events_safely.pdf&ei=jUWNU__tKIWxkgW0uoHYDQ&usg=AFQjCNEEZRB5eYpFC6A9NM
WsfpHR-SceFA&sig2=TtHuF

Principles of Event Management. (2007, January 01). Retrieved June 03, 2014, from SCRIBD:
http://www.scribd.com/doc/24908436/Principles-of-Event-Management

Shire of Carnarvon. (2014, May 27). Retrieved June 02, 2014, from Policy and Guideline for Public
Events and Outdoor Concerts:
http://www.carnarvon.wa.gov.au/Assets/Documents/Events%20Policy%20and%20Guideline
s.pdf

Sponsorship. (2014, May 28). Retrieved May 28, 2014, from The DesignEx:
http://www.designex.info/exhibitor-info/sponsorship/

That's a wrap Info. (2014, June 3). Retrieved June 3, 2014, from DesignEx: http://www.designex.info/

What is an Event. (2014, June 3). Retrieved June 3, 2014, from Event Education:
http://www.eventeducation.com/what-is-event.php

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