CHAPTER 2 EVENT CONCEPT. FUNDAMENTAL ELEMENTS OF EVENTS Vision Goals and Objectives Site...
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Transcript of CHAPTER 2 EVENT CONCEPT. FUNDAMENTAL ELEMENTS OF EVENTS Vision Goals and Objectives Site...
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CHAPTER 2 EVENT CONCEPT
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FUNDAMENTAL ELEMENTS OF EVENTS
Vision Goals and Objectives Site Selection Promotion Participants/Attendees Agenda Budget Timeline Food and Beverage Transportation Staffing
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1. DEVELOPING THE CONCEPT
1.1 Purpose of the event1.2 Theme of the event
• Historical• Geographical and cultural• Sporting• Film, music and entertainment• Artistic• Food• objects
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1.3 Venue for the event– Potential to fulfil the purpose of the event– Ambience– Location– Access by public transport– Parking– Seating capacity
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• Built features (such as stages)• Cost of decoration, sound and
lighting• Cost of labor• Logistics of setting up• Food and beverage facilities• safty
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1.4 Event audience1.5 Financial considerations1.6 Timing of the event
1. Season2. Day of the week3. Time of day4. Duration
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1.7 Event team, contractors and other stakeholders
– Event principal/client– Talent/performer/team and manager– Cast and crew– Local community– Organising committee
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• Local and government authorities
• Emergency services• Customers• Colleagues• contractors
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2. ANALYSING THE CONCEPT2.1 Competition2.2 regulations2.3 marketing2.4 Community impact2.5 risk
–Cancellation by a key performer–Non – arrival of equipment–Technical failure–Transportation crisis–Accidents
2.6 Revenue and expenditure
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3. DESIGNING THE EVENT3.1 Theme3.2 Layout3.3 Décor3.4 Suppliers3.5 Technical requirements3.6 Staging3.7 Entertainment3.8 Talent3.9 Catering
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4. LOGISTICS OF THE CONCEPT
• Access to the site• Physical limitations• Dimension of the site• Refrigerated storage• Physical space for food preparation• Toilet facilities• Cleaning• Catering• Safety• Potential damage to the site• Provision of basic services
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POSSIBLE GOALS AND OBJECTIVES
Accreditation/certification
Attract members
Celebrate
Come to a decision
Conduct business
Develop
Display
Educate
Gain knowledge
Entertain
Explore
Gain publicity
Have fun
Improve skills
Incentive enhancing
Inform
Inspire
Introduce likeminded people
Introduce new officers or
board members
Introduce new product or
policy
Improvement
Learn something new
Make a profit
Motivate
Network
Professional advancement
Recreation
Reward
Share and exchange
information
Solve problems
Support
Train
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Tasks Notes Due Date
Have pre-planning meeting
Confirm defined vision
Identify your goals and objectives
Confirm financial goals
Create environmental standards
Define roles and responsibilities
Begin talking about the budget
Begin to develop timelines and checklists
DEFINING YOUR EVENT
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Tasks Notes Due Date
Decide what information will be shared?
What are the target dates?
Develop agenda, format, outline
Define type of site required
Research site locations
Define type of event to have
Identify participants and their demographics
Decide how to get message out
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Tasks Notes Due Date
Break down tasks assignments
Create committees
Begin talking about promotional materials
How will we get our massage out?
Determine how to set your fee?
Will outside vendors be hired?
Decide if hire outside coordination help is needed
Who will be our speakers/entertainers?
Create request for proposal
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Tasks Notes
Prepare a budget for promotional materials
Decide the methods of promotion and create material for each style
Create Timelines for materials
Find printer and or web designer - get bids
Look into professional mailing companies
Begin designing material
Decide on artwork and colors
Design logo if needed
Designing Your Promotional Material Remember to create material with attention, interest, desire, promote action and use strong and inviting verbiage.
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Tasks Notes
Name event
Prepare production schedule
Create registration form or sign up sheets both for web and paper
Proof and then proof again all the material
Decide method of promotionMailing ListsEmail ListsBrochureAdvertisingFlyersTelephone solicitationSave the date cardsWeb based
Send material to printer either by hard copy or electronically
Sort, distribute, deliver, mail, pass out, email, etc. promotions.
Have system for immediate rsvp’s or registration or ticket sales.
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THE GOVERNMENT PERSPECTIVETHE GOVERNMENT PERSPECTIVE
1.1. National governmentNational government2.2. State governmentState government3.3. Local governmentLocal government4.4. The role of government in eventsThe role of government in events
4.1 4.1 Venue owner / managerVenue owner / manager4.2 4.2 Consent authority and regulatoryConsent authority and regulatory4.3 4.3 Service providerService provider4.4 4.4 funding bodyfunding body4.5 4.5 Event organizerEvent organizer4.6 4.6 Event / destination marketerEvent / destination marketer
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5.5. Event strategiesEvent strategies
6.6. Creating celebration spaces and Creating celebration spaces and
precinctsprecincts
7.7. Events and urban developmentEvents and urban development
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THE CORPORATE PERSPECTIVETHE CORPORATE PERSPECTIVE
1.Corporate use of events INTERNAL EXTERNAL
Annual General Meeting (AGMs)
Grand opening
Corporate retreats Product launches
Board meetings Sales promotion
Management meetings Media conferences
Staff training Publicity events
Team building Photo opportunities
Staff social events Exhibitions
Incentive events Trade missions
Award nights Trade shows
Sales conferences Client hospitality
Dealer network seminars Event sponsorship
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2.2. Association conferenceAssociation conference
3.3. Return on investmentReturn on investment
1.1 1.1 Internal events Internal events
1.2 External events1.2 External events
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THE COMMUNITY PERSPECTIVE THE COMMUNITY PERSPECTIVE
1.1.Community eventsCommunity events
2.2.The individual perspectiveThe individual perspective
3.3.Major events and the communityMajor events and the community
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4.4.Strategies for community Strategies for community engagementengagement
4.14.1 Participation facilitationParticipation facilitation
4.24.2 Inclusive programmingInclusive programming
4.34.3 IncentivesIncentives
4.44.4 OutreachOutreach
4.54.5 Community development and capacity buildingCommunity development and capacity building
4.64.6 Friends of the events / event alumni associationsFriends of the events / event alumni associations
4.74.7 Local business engagementLocal business engagement
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STAKEHOLDER IN EVENTS
The relationship of stakeholders
EventMoney/in kind
Acknowledgement
Editorial/advertising
Promotion
Payment/reward
Labour/support
Participation/support
Entertainment/reward
Management
Objectives
Context
Impacts
Media
Host organization
Participants and spectators
Co – workers
Host community
Sponsors
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STAKEHOLDER IN EVENTS
1.THE HOST ORGANISATION
EVENT GENERATORS TYPES OF EVENT
Government sector Central government Civic celebrations and commemorations
Event corporations Major events – focus on sporting and cultural
Public space authorities Public entertainment, leisure and recreation, exhibitions
Tourism Festivals, special interest and lifestyle events, destinational promotions.
Convention bureaus Meeting , incentives, conventions, exhibitions
Arts Arts Festivals, cultural events , touring programs, themed art exhibitions
Ethnic affairs Ethnic and multicultural events
Sport and recreation Sporting events ,hosting of stage , national and international championships.
Economic development Focus on events with industry development and creation benefits.
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STAKEHOLDER IN EVENTS
1.THE HOST ORGANISATION
EVENT GENERATORS TYPES OF EVENT
Government sector Education Training and educational events , academic
conference Local government Community events , local festivals and fairs.
Corporate sector Companies and corporations Promotions, product launches, image – building
sponsorships, staff training and incentive events
Industry associations Entrepreneurs Industry promotions, trade f airs, conferences ticketed sporting events, concerts and exhibitions
Arts Arts Festivals, cultural events , touring programs, themed art exhibitions
Media Media promotion
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STAKEHOLDER IN EVENTS
1.THE HOST ORGANISATION
2. THE HOST COMMUNITY3. SPONSOR 4. MEDIA5. CO – WORKERS 6. PARTICIPANTS AND SPECTATORS
EVENT GENERATORS TYPES OF EVENT
Community sector Clubs and societies Special interest group events.
Charities Fundraising and profile – building events.
Sports organizations Local sporting events.
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SOURCING EVENTSSOURCING EVENTS
1. Bidding for events 1. Bidding for events
2. Franchising even2. Franchising even
3. Developing existing events 3. Developing existing events
4. Creating a new event 4. Creating a new event
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CREATING THE EVENT CONCEPTCREATING THE EVENT CONCEPT
1. Defining the purpose of the event 1. Defining the purpose of the event
2. Identifying the event audience2. Identifying the event audience
3. Defining the timing of the event 3. Defining the timing of the event
4. Choosing the event venue 4. Choosing the event venue
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CREATING THE EVENT CONCEPTCREATING THE EVENT CONCEPT
5. Choosing the event concept5. Choosing the event concept• The brainstorming processThe brainstorming process
−Define the parameters of the event. Define the parameters of the event. −Form a group of event stakeholders and colleagues. Form a group of event stakeholders and colleagues. −Brief them on the event context and the parameters of Brief them on the event context and the parameters of
the event.the event.−Brainstorm a wide range of event concepts and ideas.Brainstorm a wide range of event concepts and ideas.− Identify the ideas that best serve the needs of the event.Identify the ideas that best serve the needs of the event.−Evaluate and refine an event concept.Evaluate and refine an event concept.
6. Sumarising the event creation process6. Sumarising the event creation process
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EVALUATING THE EVENT EVALUATING THE EVENT CONCEPTCONCEPT
1. The marketing screen1. The marketing screen
2. The operations screen 2. The operations screen
3. The financial screen3. The financial screen
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The End