Kanthi Basnayake

MBA, PG:Dip, CPC ,MSLIM

Senior Lecturer and Management Consultant
EE What are your Learning Objectives?
VV • Understand the process of developing an event concept

EE • Identify the range of stakeholders

• Preparation and management of event budgets

NN
• Risk Assessment
• Time management
• Monitoring
TT • Successful delivery of events

SS
 Types of Events
Social Events Education Cultural

Sports Entertainment Political

Corporate Associations Religious

Events in Sri Lanka
World Events
EE Lets do Successful events every time

VV
So where do we start?
EE
NN
TT
SS
EE
VV
EE
NN
TT
SS
EE Event Concept
VV • A core task of an event manager is to
create a strong concept for an event

EE • “The concept must be capable of

achieving the event’s purpose, flexible
NN enough to satisfy all stakeholders and
achievable within available resources”
TT (Allen et al., 2011, p. 138)
determine the experience, develop the concept, then design the experience

SS 9
EE Develop the Event Concept
VV • Goldblatt (1997) suggests the process of creating an
event concept should be:
– Why is the event being held?
EE – Who will be the stakeholders?
– When will the event be held?
NN – Where will the event be staged?
– What is the event content or produce?
TT
determine the experience, develop the concept, then design the experience

SS Source: Allen et al., 2011 p. 141 10

 Event Planning Step I
• Think of an event concept & Develop the even
theme
– Why is the event being held?
– Who will be the stakeholders?
– When will the event be held?
– Where will the event be staged?
– What is the event content or produce?
EE Purpose

VV
EE
Profit, fundraising, brand awareness, lead generation, networking,

NN education, community engagement, product launch

TT
SS
EE Purpose UVP
VV Conference: The only place you can hear all 10 of the Top 10
Fast Tack 100 CEO’s speak in one place. he only place you can

EE hear all 10 of the Top 10 Fast Tack 100 CEO’s speak in one place..

Festival: We have the best bands – established and

NN emerging – Rock music, with an amazing array of fun
features to keep everyone energized for a full weekend.

TT Charity: We have an inspiring 5k walk, making it

accessible for everyone, with all entry fees being
SS dedicated to our cause.
EE Stakeholder Analysis
VVParticipants
and Spectators
Host Organisation

Host
Community
En

EE
Management
te rta

Objectives
i nm ts
en p ac
Pa t/ Im
rti Re xt
c ipa wa te
tio n
n/ rd Co
Su
p po

N
rt

N u pp
or
t
EVENT

Editorial / Advertising
M
on
ey
rd

/S Ac /i

TT
wa

ur kn nk
ow
Re

b o in d
led
Promotion

La
t/

ge
en

m
ym

en
Pa

Co-workers Sponsors

SS Media Source: Allen et al, 2010 p. 127 14

EE Host Organisation
VV
• Typically 3 sectors:
– Government (or public)
– Corporate (or private)

EE – Community

• Government sector
NN – Event Manager is usually from a council or government
department
– Purpose is to create events for cultural, tourism, social and

TT economic benefits
– Traditionally free entry for wider public good
• e.g., Multicultural Festival, Commonwealth Games

SS 15
EE Host Organisation
VV
• Corporate sector
– Specific roles within event management team – Manager,
Coordinator, Liaison Officer etc

EE – Purpose is to stage own events, sponsor events to promote

goods and services to its target market and partner with other
events with a similar agenda

NN
– It’s their business to make a profit
– Usually targeted at a specific demographic
• e.g., wine shows, medical conferences, exhibitions

TT
SS 16
EE Host Organisation
VV
• Community sector
– Event management team may be a mix of club members and
usually volunteers

EE – Spectrum of events to meet the needs of local community

members, whether within a region (e.g. sporting club
fundraisers, local craft fairs) or with a common interest (e.g., car

NN
club gatherings, kiteboarding comps)

TT
SS 17
EE Host Community
VV
• “Events have a host community that impact on the success or
failure of the event” (Allen et al., 2011, p. 130)
– Geographical, where the event is located

EE – Community of interest
– Includes emergency services , local council, transport services
(e.g., Department of Transport), local residents and local
NN businesses

TT
SS 18
EE Media
VV
• “Global networking of media organisations and the instant
electronic transmission of media images and data have made
the global village a media reality” (Allen et al., 2010, p. 132)
EE
• Media can play an important role in event promotion and
delivery
NN – Global coverage of NYE, making us feel connected

TT
SS 19
EE Participants and Spectators
VV
• The success of the event is determined by their level of
enjoyment…

EE
• “A skilled event manager strives to make events meaningful,

NN
magical and memorable” (Allen et al,, 201, p. 134)..... Can you think of an
event you attended that achieved this?

TT
SS 20
EE Step 2- The budget
VV • Anticipated number of
delegates
EE • Is the event to break-even or
profit desired
NN • Is sponsorship to be sought
• Always allow a ‘contingency’
TT • Be REALISTIC.
SS © Jeannette Allison March 2009
Anticipated No. of delegates 100
Projected Actual
£ £
General Event:

Printing
 Preliminary Programme & £250.00
Reg Form £500.00
 Conference Programme £60.00
 Menu cards £45.00
 Speakers name boards
Stationery
 Name badges £80.00
 Delegate Wallets £150.00
Entertainment
 After dinner Band £500.00
 Caricature Artist £100.00
Photographer £95.00
Flowers £150.00
Speakers’ expenses
 Fees £1,200.00
 Travel £450.00
 Overnight accom £720.00
Audio visual hire £780.00
Conference Office expenses
(travel, accommodation &
catering) £550.00
Total General £5,630.00
Contingency 15% £844.50

TOTAL GENERAL £6,474.50

EE Budget Metrix
VV • Conference:
– 1. Profit; 2. Average ticket price; 3. Growth
• Festival:
EE – 1. Revenue; 2. Number of attendees; 3. Cost per
acquisition
NN • Charity:
– 1. Funds raised; 2. Number of participants; 3.
TT Press mentions

SS
EE Step 3- Event Timetable
VV • Event Schedule

EE • Main program

NN • Additional Event ceremonies

TT • Include dates for completion of task.

• Make a checklist
• Manage your time
SS
 Event timetable/checklist
NACO Annual Conference 2009

Organising Committee Mtg March 2008

Venue inspection visit March 2008
Accommodation inspection March 2008
Book Venue April
Book Accommodation April
Organising Committee Mtg May
Invite speakers/guests May
Prepare Budget May
Budget approved
Prepare Conference Programme
& Registration Form
Book entertainment
Book photographer
Programme & Reg Form to August
Printers
Mailshot Conference Programme September
Return date: Registration Forms 2nd wk
(6 wks prior) January
Prepare joining instructions
Prepare final Programme
Final Programme to printers
Mail joining instructions (3 wks 1st wk
prior) with attendance list February
Printing of speakers name
boards
Prepare table plans etc
Press Release
Attend event 5/6 March
EE • Group discussion

VV
EE What could go wrong at your
event and how would you deal
NN with it?
TT
SS
EE Event Management Team

VV • Event Director
• Sections Heads
EE • Administration
• Dignitaries
NN • Venue Security
• Other Event Helpers
TT • Organizational Chart

SS
• The selection of a suitably qualified team (including
cleaners, contractors, FoH, security, council, police etc) is
important for a successful event

• A cohesive team with a shared vision and philosophies are

essential for a memorable event 32
EE The Venue
VV •
•
Where?
What type of venue?

EE •
•
When?
Seating and other facilities?
• Staging? Lighting?
NN • Dedicated coordinators, visual audio
equipment's

TT • booking the venue, fees & cancelation

• CARDINAL RULE – Never book a venue without
an inspection visit!
SS © Jeannette Allison March 2009
EE
VVWhat health & safety issues affect
EE the events you organise?
NN
TT
SS
EE Step 4- Risk Assessments
VV• It’s a careful examination of what could cause
EE have taken enough precautions or should do
harm to people, allowing you to assess if you

more to prevent harm.

NNIts being prepared!
TT
SS
EE Preparing a Risk Assessment
VV • The 5 steps are:
• Identify the hazard
EE • Decide who might be harmed
• Evaluate risks & decide on precaution
NN • Record your findings
• Review assessment & update if
TT necessary

SS
EE Equipment

VV – Event Equipment
– Communications / Emergency / First Aid

EE Equipment
– Audio-Visual and Computer Equipment

NN
TT
SS
EEE Create the invitations
VVV • Speakers & official
guests,
EEE • Follow up plan and
& fees
NNN
• Registration forms
• Attendance lists
TTT
SS
 Step 5- Marketing Plan
How would you get Sponsorships?

Prepare a Press release & advertisement

EE Hospitality

VV – Accommodation
– Hospitality for Officials and Dignitaries

EE – Catering for the Public

– Event Function
– Public Transport
NN – Meeting Room

TT
SS
EE Promotion of the event
VV • Promotion

EE – Media Liaison
– Web Site
– Ticket Design and Distribution
NN – Event Banner / Event Sign
– School and Community Visits
TT • Sponsors
– Sponsor Signage
SS – Sponsor Liaison
EE Sponsorship
VV • Who to approach
• Sponsorship packages
EE • Level of publicity at event.

NN
TT
SS © Jeannette Allison March 2009
EE At the event
VV • Arrive at least the day before
• Meet key organising personnel
EE • Establish first aid contact
• Complete final risk assessment
NN • Ensure registration desk in prime
location
TT • If something goes wrong:
DON’T PANIC!
SS
EE Event Check List
• Determine event goals and objectives.
VV •
•
Set your event budget.
Finalize a date.
• Build your event website and registration page.
EE •
•
Find a venue location.
Create your event name and theme.
• Obtain event sponsors.
NN •
•
Invite event guests.
Promote your event.
• Secure event suppliers (catering, A/V, photographer,

TT decorations, etc.).
• Write, proofread, and order any printed materials
(programs, signage, etc.).

SS • Manage event day set up, execution, and tear down.

• Share event photos and publicity.
EEStep 6-Assessing failure or success
VV• Evaluation form
• At the event or sent out separately.
EE
NN
TT
SS
EE How to write a press release
VV• Keep it short & sweet – max 2xA4 sides
• Decide for immediate release or to be
EE• embargoed
Must include the 5 ‘W’s – who, what, when,
NN where, why and then how.

TT
SS
EVALUATION FORM
Your feedback is essential to monitor the effectiveness of our events.
Name: Company:
Conference:
W orkshop(s)
W orkshopEvent:
attended:

Score
How would you rate the content and relevance of today’s
Conference? ...
(Excellent = 4 Very Good =3 Good = 2 Poor = 1)
Comments:

What could be done, if anything, to improve the quality of today’s workshop?

(consider timing and duration, location and environment)

Score
How would you rate your W orkshop Leader in the following key
areas?
(Excellent = 4 Very Good =3 Good = 2 Poor = 1)
...
Made you feel comfortable and at ease
...
Communicated well and provided clear and concise instructions
...
Encouraged questions and f eedback

Knowledgeable about subject matter ...

How would you rate the Conference materials in terms of:

(Excellent = 4 Very Good =3 Good = 2 Poor = 1)

Quality ...

Suitability as post-event support ...

Have your personal objectives for attending this event been met?
(Yes = 3 Mostly = 2 No = 1) If not, why not?

Thank you for completing this form.

EE
VV
EE
NNTHANK YOU
TT
SS