EVENT CONCEPT

CORE COMPETENCY
#2

MI A C A L I N A O
A LE X A N D R A L U C ERO
Event Concept
Armed with clear event objectives, a profile of the audience or participants, a
working budget, and a clearly stated event vision of the Event manager now
drafts the “meat” of the event – the event concept

The most exciting part of an event proposal since one can explore their
creativity and their heart and soul to their work.
SMART Objectives
“Setting goals is the first step in turning the invisible into the visible.”  Tony
Robbins
Your goals should be:
Specific
Measureable
Achievable
Relevant
Time-bound
Creative and Concept Briefs
GET CREATIVE:
• Create a high-end and high-quality spectacle
• Create a new experience that has not been seen before
• Bring an unexpected surprise to the conference
GET CONCEPTUAL
a concept is a specific design-story that drives a project and gives it purpose, direction,
meaning and impact. The concept brief is a creative document that describes and ties unique
concept designs and stories to the client’s purpose. It explains the framework around
concepts and defines concepts developed by the creative team.
Developing the Event Concept
It is important when staging an event to be clear and articulate up front WHY it is
that you are conducting your event.  There may be a number of reasons for
conducting an event such as:
•To inform and educate the community about a cause
• To obtain media coverage for an activity or organization.
• To raise funds.
• To celebrate a community’s strength and cohesiveness.
•An awards or presentation ceremony.
Scope of the Event
Organizers should also clarify WHO the event is for.  Most events will cater for a
variety of interest groups such as:
• The local community
• A national audience
• Organization members
• Current and potential sponsors
• Media
• Potential members
Basic Principles
6 Principles for Better Event Design
1. Perspective taking – Journey mapping the guest experience.
2. Simplicity – Avoid “agenda fatigue” and design around a single concept of an
“organizing principle.”
3. Leverage Storytelling – Scientifically proven to engage the brain.
4. Novelty – Take the brain to a place where it cannot predict the outcome.
5. Scarcity and Status – Employ strategically to drive behavior. Scarcity affects our value of
perception.
6. Experience & Memory – Challenging how we exist.
3 Steps to a Stand-Out Event Concept
Step 1: Start with your audience- different themes appeal to different people.
Step 2: Build your event concept around your main attraction- Your event concept
should be built around two things: your audience and your main attraction.
Step 3: Heighten your event concept with a unique venue- once you have your event
concept built out, choose a venue that reflects your selection.

Crafting an event concept that connects with your audience leads to more engaged
attendees, who will, in turn, be more eager to broadcast their excitement. 
References
 A SMART Guide to Goal Setting for Event Planners. (2018, November 05). Retrieved from
https://www.eventbrite.co.uk/blog/goal-setting-for-event-planners-ds00/
 Aldana, M. M. (2017, February 05). The event concept. Retrieved from
https://www.slideshare.net/mervynmaicoaldana/the -event-concept-71775698
 Creative and Concept Briefs. (n.d.). Retrieved from
http://www.workshopevents.com/creative-and-concept-briefs/
Nell, E. (2019). 6 Principles for Better Event Design - Maritz Travel Blog. [online] Maritz
Travel Blog. Available at: https://www.maritztravel.com/blog/6-principles-for-better-event-
design/
3 Steps to a Stand-Out Event Concept. (2018, August 27). Retrieved from
https://www.eventbrite.com/blog/event-concept-ds00/