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    event management

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    14 views8 pages

    Event Creation Theming

    Uploaded by

    swapnil chonkar
    event management

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
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    ET 4. Event creation| and theming [3] EVENT CREATION AND THEMING Topic objectives ‘Alter studying this section you shoulé be abl to ‘describe the event creation process. and its place inthe event management cycle + list the five Ws' of event creation, and apply them tothe creation af an event concept + discuss and apply the process ot brainstorming to an event + discuss the WOW’ factor, or the Unique seling proposition (USPI of an event, ands importance to the event product + discuss the application ofan event theme to a variety of elements of an event in order to enhance the event experience + understand the importance of programming an events elements in order to achieve maximum impact on the audience ‘+ describe the various roles performed byan event's creative team, and the role ofthe event manager in forming, leading and mativating this team, introduction Event creation and theming are at the heart ofthe event management process for both new and existing events, These processes determine the quality of the ‘event experience and the emotional impact that the event has on its audience Event creation is a crucial element of the research and design stages ofthe event ‘management process {see Figure 41, when critical decisions must be made about the overall syle and content ofthe event, Successful event creation wil cesut in an event concept that will bea powerful driver ofthe other components of the event, and ofthe whole event management process, Figure 4.1 The event management process Evaluation Implementation Environmental scanning {efor important decisions on the theme and program ofthe event are made, it is ‘worth taking some time to analyse the contextin which the event will be staged. What are the curent social and environmental forces that are likely to have an impact onthe event? Ave there political, considerations that need tobe taken into account? What is the state of the economy, and how wil thisinfiuence people's willingness to purchase tickets or spend ‘money atthe event? What themes or trends are curentin the marketplace? Are there established interest groups that are likely to connect withthe event, and is it likely to gain the attention and support of the media? What is the potential audience Research Design Panning = what types of people from what areas and inwhat age groups are likely to attend, and how can they be reached? lis important that you have a sound ‘fe! forthe event ‘context ang the market before you embark onthe process of developing the event concept ‘The ‘five Ws' of event creation Goldbtatt (19971 suggests that there are five key questions that should be asked and answered thoroughly as part ofthe event creation process. These are discussed below. Why? Whats the purpose ofthe event? What ist trying to achieve, and what wil be the critical measures ofits success? The event far may have a numberof objectives eg. to factor inthe creative impact ofthe event tract and entertain an audience, to make Ideally the venue should conbute tothe '2 modest prof, and to raiseawareness of _erallambignce and atmosphere of the 2 sponsors procuct. The event concept will event. Choosing an attractive vanue may need to support and say these ‘add tothe appeal ofthe event e.g. staging a objectives lee the planning secon for @ concert ona riverbank orin a botanical elalied discussion of abject setting for garden. Choosing an unusual enue might events) ‘3 an element af surprise o adventure, using avenve not usualy available to Who? the pubic such asa factory ora military Who's the target audience forthe event? _baracks, Choosing a formal venue might Some events for example, might attract ado the ignityand importance of an ‘multiple market segments, eg families occasion, eg using a town hal or cathedral and young sngles/couples.Aclear to stage noffiial ceremony Understanding ofthe target maka ofthe event wll asset in tailoring the event Selecting a venue will nvtve balancing alt concept te the neds and tases ofits ofthese factors, and making the best fudence [see the marketing section fora _chcein elation tothe perceived needs of, Getaled discussion of audence selection], the evnt. These issues are discussed further inthe section onsite selection and When? layout When s the idea time to hold the event? This willinvoive consideration af what time What? cor season ofthe year, what day ofthe What concept wl best achieve the purpose week: and what time ofthe day or right ofthe event? Deciding onthe event concept have the best fit withthe requirements of _willdetermine the program and content of the event andthe needs of the auaienc. the event and ultimately the success of the This will very accorgng othe exect nature event productin the marketplace. In cfthe event andto the behaviour patterns determining the event concept research and availabilty a the audience. For through libraries, he internet andthe fxampleafariy event may best beheld _abservation of ether evens wil help to start ‘ona weekend during the daytime. An event your ideas flowing, Ahelpful process isto targeting an audience ofyoung singles and engage in a create brainstorming session couples might best beheld ona Friday or _[see figure 4.2] wth other calleagues and Saturday night An event for aeniorsmight stakeholders in the event. You should first best beheld on a weekday morning brief them onthe parameters of the event Outdoor events wil be particulary ‘and then init them tet ther collective sensive to seasonal factor auch 28 imagination soar by devising a range of weather and available dayight. The timing _cTeatv options forthe evert. The basic Dfallevents wil needto take into account ule at this stage o the process is that ‘global factors such as public ane school _ther®areno rules, Any idea, no mater how toliday, elections, major sporting events improbable, outlandish or impractical ‘and other events ina similar time frame shouldbe raised and discussed. As you that may compete for audience attendance guide the process, people wil often spark ‘and media exposure, att one another with one ide leading tthe net. Sometimes the wil reach ‘dead Where? ends and the dea wil goo further. At ‘Where he becvonsue beavers ather times, an idea will resonate within the stage the event? Choosing the venue fran gf00P. and lead to further exciting ideas. ‘event will involve both operational and Ultimately you must steer the process ‘esthetic considerations. Practical issues. '9Werdsidentiying and evaluating those ideas that best ser the needs ofthe event. Your fa choice willbe developed and tained to become the event concept Semtimes tis may be resobed in singe access; maby of facies such as ston ori may ee eral sessions Stagg, power vate cterng andtolets; ‘ean exended pars. However, tore andthe fey and cooperatvenese of ofthe mest enjoyable and productive the enue management However, the aspects of erent creation, and often proves Geceshenuewlisesbecnimprant todongethat woheats oe beter willinelude the cost of venue hire and Preparation; the capac of the vnue in relation tothe anticipated number of attendees; ease of parking, transport and Fearne Nee) Figure 4.2 The brainstorming process + Define the parameters of the event. + Identity event stakeholders and colleagues + Briel them on the parameters of the event + Brainstorm a wide range of event ideas + Identity te ideas tht best serve the needs ofthe event + Evaluate and priors these ideas. Choose and refine an event concept Activty4t Experiment with the brainstorming’ process by gathering together @ group of friends {up to eight from your local community. Explain fo ther that you would like fo gain a ‘measure of experience in the application of the brainstorming process by undertaking ‘an exercise involving the creation of a concept for a festival that would attract a wide ‘cross-section ofthe local community. Work through the brainstorming process with the 9Foup and see you can generate an event concept via the process. Actvty42 Using an event with which you are familar, or one about which you can obtain information, enticaly examine how two ofthe Ws of event creation have been applied. ‘What changes would you suggest these two areas based on your analysis? Consider Ascussing your suggested changes with the event manager to determine the extent to Which they are seen as aiding the event inthe pursuit ofits objectives. For an example ‘of how the five Ws can te applied oan event see the appendix to this section ‘Adding the WOW factor toevents worlds largest omelette - ora cockroach Great events are unique, and include that race! The only imitis your imagination ~ extra special ‘something'that and the abilty and resources to deliver the distinguishes therm and sets them apart. concept. Property conceived and This often attracts media attention, and implemented, USPs have the potential to causes the event to be remembered and ‘make an enormous contribution to the admired. This is sometimes called the irmpact, profile and success ofan event. WOW factor, or the ‘unique selling proposition’ [USPI. Itcan arise from 2

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