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EVENT PLANNING AND DESIGN CONTENTS ANALYSIS
EVENT ORGANISER TECHNICIAN - LEARNING UNIT 1
Learning Contents SUBUNIT 1: Event types SUBUNIT 2: Definition of event target audience SUBUNIT 3: Models of event plans
Learning hours:
12
Workload:
25
Unit Objectives Actions / Achievements Design a specific team management action plan
Knowledge
Skills
Identify different types of events naming their main characteristics and define the management for them, explain Comprehensive on event types management profile and the major possible impacts for Comprehensive on specifying events the event’s target audience Define the target audience for Fundamental on models of the event in the light of event plans strategic analysis
Competences
Diagnose the degree of competence for events management Integrate the lived experiences of strategic analysis into the successful specification of event target audience
Apply the most appropriate models of event plans for the Use of models of event plans planning and organising the for planning and organising the event event
SUMMARY During this training module, learners will get familiar with basic concepts regarding Event Planning and Design in order to help them design a specific event plan. In the first sub-unit “Event types� the students will learn about what is an event, the different types of events, the importance of event management. In the second sub-unit, trainees will be taught about event targeting and in the last subunit about event planning. In the end of the module, learners should be capable of not only establishing in the detail the various steps and timings required to implement an event but also defining the roles and responsibilities of the various human resources and teams in an event. communication theory and tries to enhance the understanding by an exercise. KEYWORDS Event Types, Target Audience, Event Plans, Event Plan Models
This project has been funded with support from the European Commission. This publication reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
SUBUNIT 1: EVENT TYPES Our lives are marked by events. Events or happenings are with us since we were born. The human being has the necessity of organizing happenings for social interaction because of needs exchanges of experience, entertainment, and emotion. (Simões, et al., 2014) They may be natural or organized, public or private, connected to our professional life or not. They might birthdays, weeding’s, newborn or organized events by companies, sports clubs, universities, etc. Events may be very basic and easy to organize as a company assembly or very complex as an Olympic Games or a Mundial Exhibition. Major events are usually complex happenings, intangible and unrepeatable: -Complex since they are not centred in only activity. -Intangible because we cannot experience them beforehand. -Unrepeatable as we cannot store an event to use it again. A football match in the same stadium with de same teams is not the same event. Leo Jago and Robin Shaw characterised events as “special happenings that are held frequently and have a fixed term, providing participants with opportunities for social interaction beyond the everyday life”. (Jago & Shaw, 1998) Institutional events foresee building or reinforcing the image of a company/institution. Promotional events clearly are focused on increasing sales of a product/service. There are many different type of organized events, for example, -Fair Convention/Congress -Teambuilding -Roadshow -Workshop -Brainstorming -Social -Cultural
-Sports -Sustainable
Events Management About events, we have just talked about. Managing is the transformation resources (human, physical and financial) in utility, products, and satisfaction. So, what is Events Management about? The Cambridge Dictionary defines it as “the job of planning and managing large events such as conferences, trade shows, and parties”. The job of event manager includes the following: -Thinking and defining the concept -Check resources -Planning -Organizing tasks -Predict results -Deciding to run the event -Execute tasks -Evaluate and share results -Close the event This means that the first job of the event manager/planner is to think and define what he is looking for the event. The second task planning: build a strategic plan including vision, mission, objectives, programme, actions and how to measure results. The objectives must be clear, realistic, and measurable and know of all intervenient. Different intervenient can have different objectives (for example promoters and sponsors may want prestige, reputation, and profit; participants are looking forward satisfaction). The next step is to inventory human, physical and financial resources available. After organizing the tasks to know what is necessary vs. available resources it’s time to predict results and elaborate budgets. With the estimated budget, the event manager can decide to run or not the event. If the event will go forward it’s time to execute all tasks for it to happen. At the end of the event is very important to evaluating and sharing results with partners. The
end of the event is the time where all contracts and tasks are finished. Usually, you should start planning an event 4-6 before but once again it will depend on the type of the event. Tourism and Events For UNWTO – World Tourism Organization for a happening to be considered an event it must have a minimum of 10 participants, a minimum duration of 4 hours and be held in a different space of what is regularly used by the participants. This doesn’t mean that happenings with less duration or participants cannot be classified as events, they just do not enter into UNWTO statistics. Some events are very important in the tourism development of a region. For example, in 2014 Lisbon has received the UEFA Champions League final and despite Benfica, Statdium has only 60.000 seats, 100.000 Spanish as visited the Portugal capital during the event (the match was played by Real Madrid and Atlético de Madrid) with significant impact on hotels, restaurants, and other touristic attractions. Another example is EXPO 98. Also held in Lisbon has rehabilitated a degraded city area existed a municipal rubbish dump, a slaughterhouse, and an oil refinery. Right now, is a fancy and expensive area to live with the biggest Portuguese exhibition pavilion (FIL2) and MEO Arena3 (for concerts, exhibitions, sports, etc.), a lot of hotels, restaurants and business offices. Two fundamental players in the promotion of touristic destinations are DMC’s – Destination Management Companies and PCO – Professional Congress Organizers. DMCs give to the event promoters all guarantees of success because they have a profound knowledge of the destination, their laws, social and economic environment and the human and technical resources available. PCO are companies or unique professionals specialized in planning and organizing complex events. Event Manager Profile The skills required to be an event manager, an event director or a PCO are: -Leadership -Enterprise -Knowledge in all areas of event management -Manage teams -Balance between strength and flexibility -Work under pressure and manage unexpected situations.
Event Major Impacts A big event has positive and negative impacts in a different area, for example, Tourism: Positive – external promotion of the destination; increase of demand for tourist services. Negative – price increase in services as hotels, restaurants, etc.; loss of authenticity. Economy: Positive – Increase of PIB per capita (increase of population quality of life); the increase of business opportunities. Negative – Inflation; real estate speculation. Society: Positive – Increase employability. Negative – Loss of values in the community. Culture: Positive - Rehabilitation of historical patrimony. Negative – the destruction of patrimonial values. Infrastructures Positive - Transport chain improvement. Negative – Increase in traffic.
This project has been funded with support from the European Commission. This publication reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
SUBUNIT 2: DEFINITION OF EVENT TARGET AUDIENCE “If one of your objectives in event management is to attract new customers to an event – and it is – you need to be clear exactly what type of customers you and your client want to attract.” (Capell, 2013) From author to author the definitions and main criteria to define the nature of events may change. The same event may also be characterised in different ways. As you will see an exhibition can be seen as a business, commercial or even cultural dependent on the objectives and the target audience. The event manager needs to be able to fit the objectives to the adequate type of event with the target customer: -Nature, content and objective or Business or Corporative, usually called MICE – Meetings, Incentives, Conventions and Exhibitions are held to improving business. They might be training sessions, general meetings/assemblies or even incentive trips. o Associative is convened by professional associations or institutions with affiliates. -Commercial
(including
fairs
and
exhibitions)
are
used
to
promote
products/destinations/services and improve sales. For example, FITUR4 is a fair to promote in Madrid destinations all around the world. o Religious are organized for example to help people to complete their peregrinations to Fátima (Portugal), Santiago de Compostela (Spain) or Rome (Italy). -Recreational or leisure are related to festivals (ex: Oktoberfest in Munich), sports (ex: EURO cups) and music (ex: Rock in Rio). o Civic are usually organized by public entities as the European Union or United Nations (ex: Earth Summit). -Cultural is usually performative and can happen in open spaces or cultural and exhibitions centres (Rock in Rio can also be defined as a cultural event). -Commemorative are organized both by public or private institutions to celebrate a historical happening. -Social events are usually private (ex: personal or companies’ anniversaries). Nature tourism is related to organized activities as walking tours in natural parks, tracking in the mountains or explore caves. -Events also may be classified as open/closed (if the participation is public or restricted to a guest list) or free/paid.
-The motivation of the participants - events are held because of the participants and their motivations are varied. Some events might be considered in more than one type. -Economic (ex: business or corporative, fairs, exhibitions and conventions) -Leisure (ex: concerts, sports, exhibitions) o Cultural (ex: concerts, music and cinema festivals) -Political (ex: congress) -Religious (ex: peregrination to a religious destination) -Duration - an event cannot live forever because it will “die” without renewal to give motivation to people to come back. -Short duration – between 4 hours and one week. -Medium duration – between one week and 3 months. o Long duration – between 3 months and one year. -Size/scale - local events are only relevant to the resident community. -Hallmarks (Brand-events) have a global dimension and usually take place in the same local frequently. For example, Carnival in Rio de Janeiro (Brazil), happens once per year in the same city. -Mega-events as Olympic Game have a global dimension requiring a lot of infrastructures, years of preparation and impact way above the closing date. -Periodicity -Unique – only happens once (ex: signing ceremony of an agreement). -Sporadic – episodic, do not have a periodic schedule. -Periodicals – regulars, have a fixed time range (ex: once per year/ once in every four years). Regardless the type and dimension internal factors (resources depending on the organization) and external factors («outside» resources) affect the planning process. Strategic Analysis To identify the critical factor for the success of an event there are many techniques. For instance, you may use SWOT and PESTLE analysis or Porter Method.
SWOT analysis
used to identify internal Strengths and Weaknesses and external Opportunities and Threats.
d PESTLE is used
Cultural, Technological, Legal and Environmental factors. clients, the entrance of new companies in the business and threat of substitute products.
Porter method
SUBUNIT 3: MODELS OF EVENT PLANS The event planning process is strategic and after approved cannot be changed unless in exceptional circumstances. It’s also a normative process with a plan that all intervenient must respect. The organization of an event may be a long process and it will be longer as bigger and complex the event will be. The event schedule must be limited as the promoter defines it when decided to start organizing and finish will the event closure. As we have seen in the previews sub-units it’s an unrepeatable process. Planning and Organising an Event “The goal of planning is to guaranty the event will be a success”. (Vieira, 2015) and the very first step to set up an event is to establish a tangible goal and objectives. Planning and organizing may also be designated as pre-production and production. The planning process can be divided into setup, execution, and closure. -Setup – it’s the pre-production. At this time, the event manager/producer is evaluating the viability of the event. Goals and the type of the event must be defined to conceptualise all event and assess the technical demands. What bookings, permissions, and licenses are necessary? What resources (ex: equipment, decorations, entertainers/speakers, prizes, transport, insurance) will you need? Planning includes economic forecast, financial and treasury budget, marketing plan, operational plan, risks and emergency plan and human resources plan. A strategic analysis is very important at this time (please check sub-unit 2). -Execution – it’s de production of the event. It’s the time to make all arrangements for the happening of the event. The planning team will monitor and control the activities. -The closure is the time to evaluate results (media impact, commercial and financial results and participants’ satisfaction) and to cease all activities related to the event. The operations and logistics of an event are mainly about: -Site and infrastructures management – has different tasks for different types of events but is essential to visit and check the local and technical issues as sound and image. May be necessary to install signaling for people circulation and emergency exits. It’s very important to guarantee accessibility with security for all intervenient. Services like water and energy
supply, cleaning, security and medical services, communication network and other logistics as catering must be contracted and tested. In the end, it’s necessary to disassemble the space. -Crowd management – the event global image is always very tight to the way participants feel about their reception and management. A big queue for an accreditation or to use a toilette will be remembered for a long time. -Time and task management –Despite having more or less time to organize an event it´s very important resource for the organization of an event. -Risk management – Acts of terrorism, abuse of alcohol and drugs, violence, space and infrastructures not appropriate to the event or the number of participants or unexpected meteorological situations are risk factors that we cannot eliminate but we have to try to minimize them with emergency plans. If an emergency is going on the promoters must cooperate and give all information to the police, firefighters, medical emergency, etc. It’s very important while organizing a public event to have an insurance. -Programme – operations, and logistics do not take care of defining the programme but are responsible for executing the necessary tasks for the event to happen. -Technical production – stage, sound, image, light. -Security – a prevention and security plan must be prepared to take into account a establish command chain. Who should call the police or the civil protection in case of emergency? Laws about the security of events may change from country to country. -Communications – in all events a communication network between key players is essential. The event manager/promoter needs to be in contact every time it’s necessary with the event director/production director and their teams, with the security, with the public relations manager, with the sponsors to be able to quickly respond to any situation. A contact sheet must be given to the key players of the event organisation. Publicity, Promotion and Public Relations For people to attend an event it´s necessary to communicate it. Outdoors, poster and flyers may be away. Television, radio, and newspaper another way. Internet and social media are growing up so fast and are less expensive than the traditional means. There isn´t a magic formula to let us know the best mean. Depending on the type of the event or the type of public you have to evaluate and choose. For instance, in a company event flyers and intranet (a private channel with no extra costs) may be the best solution but for an elderly public event may be an advertisement on a newspaper will have more impact than social media advertisement.
Event Planning Checklist Having a checklist suitable for our event is very important not to miss anything important. There are many checklists available online that can help you remember all details. Remember that each event with different objectives and different audiences have different requirements. Example 1 – Resource Centre Event Planning Checklist
Make ure your objectives s are clear
-Make sure you have plenty of time -Plan out the work – and delegate! -Practical considerations o Health and safety -First aids -Transport -Access -Children’s activities -Photography -Insurance -Bookings, permissions and licenses Make a budget for the event and plan how to cover expenses -Publicity -Plan in detail -On the day -Afterwards Example 2 – Active Network Sample Event Planning Checklist PRE-EVENT -Local Government Requirements o Inform local government of event and gain approval (if required) Check with your local Visitor Information Centre to see if there are any other events scheduled for the same date and location -Budget -Prepare an event budget and monitor your spending -Location
-Select a location or venue for your event -Transportation – will people travel long distances to your event? Is there parking and easy access to mass transit? -When is your location available? -Event Agenda -What is the goal of your event? -Develop event timeline -Book entertainment and MC if needed -Collect written confirmation from entertainment or MC5 -Submit deposit for their services if needed -Sponsorship -Create sponsorship proposal -Identify potential sponsors -Deliver sponsorship packages and follow up within 1 week -Use sponsor testimonials and always acknowledge sponsors -Marketing & Promotion -Develop Marketing/Communication Plan -Design promotional material, basic text, logo -Build a website and optimise it for search engines -Distribution of flyers/posters/email/brochures to community -Submit event information to local events calendars and websites -Submit a press release -Participant Registration and Invitations -Build an online event registration form -Host your online registration form on your website -Determine what is included in the cost of registration (event t-shirt, pre-event dinner, etc.) Deliver an email announcement to your past participants with link to your online registration form -Permits & Licences -Apply for any food permits required o If using music, apply for a noise permit -Request for approval to erect promotional signage -Road closures – send applications early -Contractors
-Order equipment e.g. stage, lighting, PA system etc. -Book portable toilets, fireworks, marquee, generators -Book and confirm all contractors in writing -Check insurance – public liability, staff, volunteers etc. -Risk Management -Book first aid officers -Conduct risk assessment involving all key stakeholders -Create risk management plan -Obtain relevant insurance and send copy to Council if required o Contingency Plans – wet weather, low attendance -Security Plan -Book Security and two-way radios -Crowd control -Cash security -Essential Services -Notify Police, Ambulance Service and Fire Brigade -Waste Management -Develop Waste Management Plan -Promote reducing waste in marketing material -Traffic Management -Design traffic plan including: -Signage, disabled parking, VIP parking, pedestrian access, marshals, car parking area, entry and exit points, lighting, road closures, promote alternative transport -Food Vendors Book Food Vendors and confirm in writing o Request details of electrical requirements -Request copy of Health Department Registration Certificate -Application for temporary food premises permit -Site Preparation and Plan -Design plan of venue/event site -Cleaning and Maintenance Plan -Book toilet cleaners and extra paper if appropriate -Clean up venue/mow lawn/clear area of debris -Other o Organise volunteers and staff
-Prepare scripts or run sheets for ceremonies -Organise awards/trophies/certificates & decorations ON THE DAY -Gather staff for full briefing -Organise volunteer registration area & entertainers’ area -Circulate contact list with mobile numbers to all staff/volunteers Review chain of command in case of emergency AFTER THE EVENT Removal of all equipment and rubbish -“Thank you” letters to staff, volunteers, performers -“Thank you” presentation to sponsors -Evaluation / debrief with key stakeholders -Close off budget
Hold -brief session a de to look at ways of improving the event
Example 3 – Cornell University Checklist for Event Planning BEFORE THE EVENT: The budget -Prepare proposed budget -Identify funding sources -General -Check the university calendar -Reserve facility -Prepare and sign contracts -Reserve equipment -Coordinate room setup -Arrange for security -Arrange for disability accommodations -Comply with Cornell policies -Sales -Fund-raising Use of CU logo -Noise
-Bonfire -Event Registration Form/UUP -Decorations -Decide on the theme -Design -Purchase Materials -Construct -Entertainment -Contract performer(s) -Process payment(s) -Promotion -Develop strategy and schedule -Design posters -Write and distribute press releases -Write and submit newspaper ads -Write and submit radio/TV ads -Catering Committee -Set menu -Choose caterer -Production -Arrange for equipment -Arrange for transportation -Arrange for lodging -Arrange for meals -Tickets -Determine seating arrangement -Order tickets -Determine sales locations -Notify ticket office -Schedule ushers -Secure cash box -Other SEVERAL DAYS PRIOR TO EVENT, CONFIRM:
-Facility rental and setup -Equipment use and setup -Security -Caterer -Transportation/lodging -Ticket sales -Ushers -Decorations -Final wave of promotion -Payment for services ON THE DAY OF THE EVENT: -Check setup -Get cash box -Transport guests AFTER THE EVENT: -Clean up -Send thank-you notes -Make sure all payments are made -Complete evaluation of files
This project has been funded with support from the European Commission. This publication reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
EXERCISE 1 About the impact of events choose the correct area (Tourism, Economy, Infrastructures, Society or Culture) and mark them as “positive” or “negative”:
This project has been funded with support from the European Commission. This publication reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
EXERCISE 2 Please complete the table 1 related to types of events with the word given in table 2:
This project has been funded with support from the European Commission. This publication reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
EXERCISE 3 Assignment 1 You are organizing an event that every participant must register. At least how many assistants do you need to hire knowing that: -Expected participants – 450 -Average duration for check in - 1:30 minutes -The check-in will be open for one hour Solution to Assignment 1 1:30 minutes = 90 seconds Time needed for the check-in of all participants: 450*90=40.500 Time with the check-in opened: 1 hour = 60 minutes = 3.600 seconds Time necessary divided by available time: = 40.500/3.600 = 11,25 It will be needed at least, 12 assistants. Assignment 2 In 8 to 12 steps how would you organize the participation at a fair? Solution to Assignment 2 How to set up a participation at a fair: -Set up objectives and goals -Space rental at the fair -Stand production -Manage transportation of material to and back from the fair -Hiring hostess (if necessary) -Make a schedule (the stand cannot be left alone at any time) -Hiring cleaning (usually provided by the fair organization) -Booking transportation and accommodation (if necessary) -Prepare promotional material, publicity and public relations -Book meetings (if it´s a business fair)
FURTHER READINGS AND BIBLIOGRAPHY Anonymous, 2010. Event Management Plan, s.l.: Gascoyne Development Commission. Anonymous, 2017. Active Network. [Online] Available at: http://www.activenetwork.sg/event-managementresources/articles/sample-event-planning-checklist.htm [Accessed 1 9 2017]. Anonymous, 2017. BGL Business Solutions. [Online] Available at: https://www.blgbusinesssolutions.com/blog/4-steps-to-figure-outthe-target-audience-for-your-next-event [Accessed 1 9 2017]. Anonymous, 2017. Concep. [Online] Available at: http://www.concep.com/targeting-the-right-audience-for-yourevents [Accessed 1 9 2017]. Anonymous, 2017. Cornell University. [Online] Available at: http://www.eventplanning.cornell.edu/docs/event-planningchecklist.pdf [Accessed 1 9 2017]. Anonymous, 2017. Resource Centre UK. [Online] Available at: http://www.resourcecentre.org.uk/information/event-planningchecklist/ [Accessed 1 9 2017]. Anonymous, 2017. The Balance. [Online] Available at: https://www.thebalance.com/what-is-event-management-4067066 [Accessed 1 9 2017]. Anonymous, 2017. The Balance. [Online] Available at: https://www.thebalance.com/what-is-event-management-1223642 [Accessed 1 9 2017]. Anonymous, 2017. Wild Apricot Membership Knowledge Hub. [Online] Available at: https://www.wildapricot.com/articles/event-checklist [Accessed 1 9 2017]. Anonymous, 2017. World Travel & Tourism Council. [Online] Available at: https://www.wttc.org/ [Accessed 1 9 2017]. Capell, L., 2013. Event Management For Dummies. Wiley for Dummies ed. s.l.:s.n. Jago, .. L. K. & Shaw, R., 1998. Festival Management and Event Tourism. s.l.:Cognizant Communication Corporation. Simões, M. M., Isidoro, A. M., Saldanha, S. D. & Caetano, J., 2014. Manual de Organização e Gestão de Eventos. 1 ed. Lisboa: Edições Sílado. Vieira, J. M., 2015. Eventos e Turismo - Planeamento e Organização. 1 ed. Lisboa: Edições Silabo.