EVENTS MANAGEMENT

I. INTRODUCTION

DEFINITION – WHAT IS THE COMMON UNDERSTANDING OF AN EVENT?

 AN OCCURRENCE; SOMETHING THAT HAPPENS
 SPECIAL EVENT – A UNIQUE MOMENT IN TIME CELEBRATED WITH CEREMONY AND
RITUAL TO SATISFY SPECIFIC NEEDS (JOE GOLDBLATT, AUTHOR OF SEVERAL BOOKS
ON EVENT MANAGEMENT)
 A SPECIAL EVENT IS A ONE-TIME OR INFREQUENTLY OCCURRING EVENT OUTSIDE
NORMAL PROGRAMS OR ACTIVITIES OF THE SPONSORING OR ORGANIZING BODY
(DONALD GETZ, PROFESSOR OF TOURISM AND HOSPITALITY MGMT, UNIV OF
CALGARY)
 TO THE CUSTOMER OR GUEST, A SPECIAL EVENT IS AN OPPORTUNITY FOR A
LEISURE, SOCIAL OR CULTURAL EXPERIENCE OUTSIDE THE NORMAL RANGE OF
CHOICES OR BEYOND EVERYDAY EXPERIENCE (GETZ)
 PLANNED EVENTS PRODUCED FOR A PURPOSE
 DIFFERENTIATED FROM ANY OTHER OCCURRENCES IN THE DAY TO DAY LIVES OF
PEOPLE AS WELL AS ANY UNPLANNED, SPONTANEOUS, OR SPUR OF THE MOMENT
ACTIVITY.
 CLASS DEFINITION – EVENTS ARE UNIQUE HAPPENINGS THAT BRING PEOPLE
TOGETHER FOR A PURPOSE.

II. COMMON CHARACTERISTICS OF EVENTS:

 UNIQUE OCCURRENCES THAT DO NOT HAPPEN VERY OFTEN
 HAVE A LIMITED DURATION (HAPPENING WITHIN HOURS OR DAYS AT THE MOST)
 HAPPEN WITH A LIVE AUDIENCE IN ATTENDANCE
 REQUIRE ONE OR MORE GROUPS TO PLAN AND ORGANIZE
 STAGED FOR A PURPOSE

III. DEFINITION OF EVENT MANAGEMENT—

 A FUNCTION REQUIRING PUBLIC ASSEMBLY FOR THE PURPOSE OF CELEBRATION,
EDUCATION, MARKETING AND REUNION;
 THE PROCESS THAT INCLUDES RESEARCH, DESIGN, PLANNING, COORDINATING AND
EVALUATION OF EVENTS
 BOTH A SCIENCE AND AN ART, A VENUE TO INCORPORATE PRINCIPLES IN THE FIELD
OF MANAGEMENT AND BUSINESS WITH THE SOCIAL GRACES, PROTOCOL AND THE
ART OF CREATING UNIQUE EXPERIENCES.

IV. TYPES OF EVENTS:

 ACCORDING TO PURPOSE
 ACCORDING TO THE NUMBER OF PEOPLE INVOLVED (FEW, MANY, MULTITUDE)
 ACCORDING TO FREQUENCY (MONTHLY, QUARTERLY, SEMESTRAL, ANNUAL,
BIENNIAL, TRIENNIAL, QUADRENNIAL, “NEED” TO BASS)
 ACCORDING TO THE MAGNITUDE OF THE IMPACT

V. ACCORDING TO PURPOSE—THE C’S OF EVENTS

 CELEBRATE LIFE’S MILESTONES AND ACCOMPLISHMENTS AND TO PERFORM
RITUALS OR CEREMONIES AS REQUIRED BY RELIGION, CULTURE OR SOCIETY. (E.G.
1

BIRTHDAYS, DEBUTS, WEDDINGS, WEDDING ANNIVERSARIES, RETIREMENT),

Page

RELIGIOUS RITUALS SUCH AS BAPTISM, MARRIAGE, FUNERALS, COMMEMORATIVE

 CEREMONIES – GRADUATION, JOB PROMOTION, AWARDS; SOCIO-CIVIC ACTIVITIES
– FOUNDING ANNIVERSARIES, CIVIC EVENTS, FEASTS & FESTIVALS
 COMMUNE AND STRENGTHEN BONDS OF FRIENDSHIP AND RESTORE
RELATIONSHIPS; E.G. CLASS REUNIONS, FAMILY REUNIONS, THE OLYMPICS, OTHER
INTERNATIONAL SPORTING EVENTS
 CONVENE AND SHARE OR PASS ON KNOWLEDGE TO PARTICIPANTS/ATTENDEES/
AMONG PEERS AND COLLEAGUES; E.G. MEETINGS, CONFERENCES, CONVENTIONS,
ALL INTENDED TO EDUCATE OR IMPART NEW LEARNINGS
 COMMERCE --TO MARKET AND PROMOTE PRODUCT OFFERINGS; E.G. PRODUCT
LAUNCHINGS, EXHIBITS, TRADE SHOWS, PRODUCT DEMONSTRATIONS, RETAIL
EVENTS

VI. DEFINITION OF TERMS

1. MEETING– AN ASSEMBLY OF INDIVIDUALS GATHERED TO DISCUSS ITEMS OF MATERIAL

INTEREST; ENGAGE IN PROFESSIONAL DEVELOPMENT THRU LEARNING ACTIVITIES

2. CONFERENCE– A PARTICIPATORY MEETING DEFINED FOR THE DISCUSSION OF SUBJECTS

RELATED TO A SPECIFIC TOPIC OR AREA; MAY INCLUDE FACT FINDING, PROBLEM-
SOLVING & CONSULTATION;

 AN EVENT USED BY ANY ORGANIZATION TO MEET AND EXCHANGE VIEWS,

CONVEY A MESSAGE, OPEN A DEBATE, OR GIVE PUBLICITY TO SOME AREA OF
OPINION ON A SPECIFIC ISSUE; USUALLY OF SHORT DURATION WITH SPECIFIC
OBJECTIVES.
 AN ASSEMBLY OF A LARGE NUMBER OF INDIVIDUALS TO DISCUSS ITEMS OF
MUTUAL INTERST, OR ENGAGE IN PROFESSIONAL DEVELOPMENT THROUGH
LEARNING.

3. CONGRESS– A SCHEDULED, PERIODIC MEETING OF DELEGATES OR REPRESENTATIVES OF

INTERESTED GROUPS TO DISCUSS A SUBJECT; ALSO CALLED A CONVENTION IN EUROPE
4. CONVENTION – A GENERAL & FORMAL MEETING OF A LEGISLATIVE BODY OR SOCIAL OR
ECONOMIC GROUP TO PROVIDE INFORMATION OF A PARTICULAR SITUATION, AND TO
ESTABLISH CONSENT ON POLICIES AMONG PARTICIPANTS; LIMITED DURATION AND
WITH SET OBJECTIVES BUT NO DETERMINED FREQUENCY
5. FOREIGN MEETING – A MEETING COMPRISED OF ATTENDEES FROM OTHER NATIONS;
ALSO KNOWN AS INTERNATIONAL MEETING
6. SEMINAR – A LECTURE, PRESENTATION, & DISCUSSION UNDER THE GUIDANCE OF AN
EXPERT DISCUSSION LEADER ALLOWING PARTICIPANTS TO SHARE EXPERIENCES IN A
PARTICULAR FIELD
7. WORKSHOP–
 A TRAINING SESSION IN WHICH PARTICIPANTS DEVELOP SKILLS & KNOWLEDGE
IN A GIVEN FIELD;
 AN EVENT DESIGNED TO STIMULATE INTENSIVE DISCUSSION & COMPENSATE
FOR DIVERGING VIEWS IN A PARTICULAR DISCIPLINE OR SUBJECT
 AN INFORMAL PUBLIC SESSION OF FREE DISCUSSION ORGANIZED TO TAKE
PLACE BETWEEN FORMAL PLENARY SESSIONS ON A SUBJECT CHOSEN BY THE
PARTICIPANTS OR ON A SPECIAL PROBLEM SUGGESTED BY THE ORGANIZERS
2
Page

8. EXHIBIT– USED INTERCHANGEABLY WITH “BOOTH & STAND”, HOWEVER, IT REFERS TO

ALL OF THE DISPLAY MATERIALS & PRODUCTS HOUSED IN A BOOTH OR STAND.
 9. EXHIBITION– A DISPLAY FOR PUBLIC VIEW OF PRODUCTS OR PROMOTIONAL MATERIALS
FOR THE PURPOSE OF PR, SALES &//OR MARKETING; ALSO KNOWN AS EXPOSITION,
INDUSTRIAL SHOW OR TRADE SHOW
10. FAIR – A PUBLIC CELEBRATION THAT INCLUDES COMMERCIAL AND CIVIC ACTIVITIES
11. PARADE– A MOVING PAGEANT INCLUDING FLOATS, BANDS, ENTERTAINERS &
DIGNITARIES
12. FESTIVAL – A PUBLIC CELEBRATION THAT CONVEYS, THRU A KALEIDOSCOPE OF
ACTIVITIES, CERTAIN MEANINGS TO PARTICIPANTS AND SPECTATORS
13. EVENT MARKETING – THE PROCESS THAT INTEGRATES A RANGE OF MARKETING
ELEMENTS AND A CENTRAL EVENT SPONSORSHIP OR LIFESTYLE-THEMED ACTIVITY;
INCORPORATES ADVERTISING, EMPLOYEE & CONSUMER PROGRAMS, SALES
PROMOTION, PR, B2B, TRADE PROMOTION

HISTORY OF EVENT MANAGEMENT

 MOST EVENT MANAGEMENT COMPANIES TRACE THEIR ROOTS IN THE ADVERTISING & PR
INDUSTRIES, THE HOSPITALITY BUSINESS, TOURISM, EXHIBITS & EXPOSITIONS & MARKETING.

 EVENT COMPANIES RANGE FROM WEEKEND ENTREPRENEURS TO PROFESSIONALIZED

ORGANIZATIONS (EVENTOLOGISTS)

 EVENT MANAGERS LEARNED THRU TRIAL & ERROR AND SELF-STUDY

 PRESENTLY, DEGREE PROGRAMS IN EVENT MANAGEMENT ARE OFFERED IN THE US, UK, NEW
ZEALAND, AUSTRALIA, HK, KOREA

 THE GROWING EVENTS INDUSTRY NECESSITATED THE NEED FOR SOME OTHER INDUSTRIES TO
EXPAND THEIR LINE OF SERVICES TO MEET CLIENT DEMANDS; e.g. HOTELS & CATERERS HAVE
INCLUDED EVENT MANAGEMENT IN THE TRAINING OF THEIR PERSONNEL

 HOTELS HAVE RENAMED THEIR BANQUET DEPT AS EVENTS DEPT.

 EMPLOYEES’ SCOPE OF WORK WEWRE BROADENED TO INCLUDE EVENTS MANAGEMENT

 QUICK SERVIDE RESTAURANTS LOOK UP TO CORPORATE EVENTS AS ADDITIONAL REVENUE

STREAM

WHO IS THE EVENT MANAGER?

 THE EVENT MANAGER IS THE ONE TASKED WITH MAKING AN EVENT HAPPENING THRU A
PROCESS THAT INCLUDES INFORMATION GATHERING, CONCEPT DEVELOPMENT, PLANNING,
COORDINATING & EVALUATION.

TASKS OF THE EVENT MANAGER?

1) MEET CLIENTS TO DETERMINE OBJECTIVES & REQUIREMENTS FOR THE PLANNED EVENT

2) PLAN & DEVELOP PROGRAMS, ITINERARIES, BUDGETS & SERVICES ACCORDING TO THE CLIENT’S
REQUIREMENTS

3) COORDINATE WITH THE ORGANIZING COMMITTEE & SPONSORS TO PLAN SCOPE AND FORMAT
OF EVENTS, TO ESTABLISH AND MONITOR BUDGETS, OR TO REVIEW ADMINISTRATIVE
PROCEDURES AND EVENT PROGRESS
3

4) DRAFT SPECIFICATIONS & SELECT SUPPLIERS FOR EVENTS REQUIREMENTS SUCH AS VENUE,
Page

ACCOMMODATION, TRANSPORTATION, FACILITIES & EQUIPMENT, CATERING, SIGNAGE,

DISPLAYS, PRINTING, EVENT SECURITY, ENTERTAINMENT & OTHER SPECIAL NEEDS
 5) MONITOR EVENT ACTIVITIES TO ENSURE CONFORMITY TO PLAN, COMPLIANCE WITH VENUE
REGULATIONS AND LOCAL LAWS AND RESOLUTION OF ANY PROBLEMS THAT MAY ARISE.

6) CHECK EVENT BILLS FOR ACCURACY AND APPROVE PAYMENT

THE MEANING OF M-I-C-E

MICE REFERS TO THE MULTI-MILLION DOLLAR INDUSTRY THAT INVOLVES MEETINGS, INCENTIVES,
CONVENTIONS AND EXHIBITS

WHAT IS A MEETING AND HOW DOES IT DIFFER FROM A CONFERENCE, CONVENTION OR

CONGRESS?

DEFINITION OF A MEETING – BASED ON THE INTERNATIONAL ASSOCIATION OF PROFESSIONAL

CONGRESS ORGANIZERS (IAPCO) -- A GENERAL TERM THAT REFERS TO THE GATHERING OF PEOPLE
TO DISCUSS A SET OF AGENDA OR DO A PARTICULAR ACTIVITY. IT MAY BE CALLED ON AN AD HOC
BASIS (AS NEEDED) OR FOLLOWING A SET OF PATTERN SUCH AS AN ANNUAL STOCKHOLDERS’
MEETING. THEY DO NOT INCLUDE EXHIBITS.

A CONGRESS IS THE REGULAR OR PERIODIC GATHERING OF PEOPLE WHO BELONG TO RELIGIOUS,

CULTURAL, PROFESSIONAL OR OTHER ASSOCIATIVE GROUPS. A CONGRESS IS OFTEN STAGED TO
SHED LIGHT ON A PARTICULAR SUBJECT, QUESTION OR ISSUE. PRESENTATIONS, CONTRIBUTIONS
AND DISCUSSIONS PERTAINING TO THE SUBJECT, COME ONLY FROM THE MEMBERS OF THE
ASSOCIATION. THE LENGTH OF TIME BETWEEN CONGRESSES IS USUALLY ESTABLISHED IN ADVANCE
AND CAN BE ANNUAL. A CONGRESS OFTEN LASTS SEVERAL DAYS.

A CONVENTION (BASED ON THE EUROPEAN DEFINITION) IS WHEN A SOCIAL, LEGISLATIVE OR

ECONOMIC GROUP CONVENES ITS MEMBERS TO PROVIDE INFORMATION ON A PARTICULAR
SITUATION, TO DELIBERATE AND CONSEQUENTLY ESTABLISH CONSENT ON POLICIES AMONG THE
PARTICIPANTS. THE AMERICAN DEFINITION REFERS TO LARGE, SOMETIMES INTERNATIONAL, BUT
USUALLY NATIONAL MEETINGS OF BUSINESS CIRCLES FOR COMMERCIAL EXHIBITIONS AND/OR
DISCUSSION. CONVENTIONS ARE SHORT, LASTING 2-3 DAYS, WITH NO DETERMINED FREQUENCY.

EVENT MARKETS & STAKEHOLDERS:

EXHIBIT/MEETING
ROOMS

F&B FUNCTIONS

SUPPLIES/MATERIALS

TAXI/CAR RENTALS

STAFF'S LIVING EXPENSES

SERVICES HIRED

EQUIPMENT RENTALS
4

OTHER EXPENSES
Page
 EVENT MARKETS & VENUES

 THE EVENT MARKET IS A CONSISTENT SOURCE OF REVENUES FOR HOSPITALITY BUSINESSES.

 THE PHILIPPINES SAW THE RISE OF EVENT VENUES FOR 60 YEARS.

 1950s-60s—PARTIES WERE HELD AT HOME OR IN BIG RESTAURANTS

 1970s-1980s – PARTIES WERE HELD IN DE LUXE HOTELS & THEIR BALLROOMS &
FUNCTION ROOMS

 1990s – BEGINNING OF BEACH VENUES

 PRESENT VENUES – GARDENS, BANQUET HALLS, AIR-CONDITIONED TENTS,

WAREHOUSES

EVENT MARKETS

 THE EVENT MARKET IS SEGMENTED INTO:

1) INDIVIDUALS & FAMILIES } TYPICAL PROSPECTS FOR LIFE-CYCLE EVENTS (INDIVIDUALS &
FAMILIES HAVE PARTIES TO CELEBRATE, TO COMMUNE & REKINDLE RELATIONSHIPS; ALSO FOR
FAMILY REUNIONS & GATHERINGS TO WELCOME FAMILY MEMBERS FROM ABROAD
(BIENVENIDA) AND SEND-OFFS FOR THOSE LEAVING (DESPEDIDA). THERE ARE BLOW-OUTS TO
CELEBRATE BIG & SMALL ACHIEVEMENTS. EVEN WAKES & FUNERALS ARE WELL-ORCHESTRATED
EVENTS. FREQUENCY COULD BE ERRATIC; USUALLY LESS FORMAL IN DECISION MAKING; NO
FORMAL STRUCTURE WHEN IT COMES TO COMMUNICATION & DECISION-MAKING. THUS,
EVENT MANAGER SHOULD BE ABLE TO UNDERSTAND THE ROLE EACH ONE IN THE FAMILY PLAYS
& FIND A WAY TO GET ALL FAMILY MEMBERS TO AGREE ON A COMMON PLAN.)

SOURCES OF BUSINESS FOR THIS SEGMENT – LOCAL CIVIL REGISTRY, CHURCHES, BRIDAL FAIRS,
WEDDING SUPPLIERS, REFERRALS & PREVIOUS CLIENTS – RELATIONSHIP BUILDING IS IMPORTANT.)

 THE EVENT MARKET IS SEGMENTED INTO:

2) ORGANIZATIONS – TYPICAL PROSPECT FOR EVENTS TO CONVENE AND EVENTS FOR COMMERCE
(OR ALSO CALLED CORPORATE EVENTS); MARKET FOR MEETINGS, SEMINARS, CONFERENCES,
CONVENTIONS, PRODUCT LAUNCHES, BAZAARS, SELLING EVENTS, SALES PROMOTION
ACTIVITIES, OFFICE PARTIES, INCENTIVE TRIPS, RECREATIONAL ACTIVITIES. Further DIVIDED INTO
– COMPANIES & BUSINESS ESTABLISHMENTS, & ASSOCIATIONS/ ORGANIZATIONS. COMPANIES
& BUSINESS ESTABLISHMENTS HAVE EVENTS AS PART OF THEIR OPERATING CALENDAR
(ANNUAL MEETINGS, QUARTERLY SALES RALLIES), OR IN RESPONSE TO THE DEMANDS OF THEIR
PRODUCTS (LAUNCHES/ PROMOTIONS)

 WHAT ARE ASSOCIATIONS?

ASSOCIATIONS ARE ORGANIZATIONS OF PEOPLE WITH A COMMON INTEREST; CATEGORIZED INTO:

1) TRADE ASSOCIATIONS – MADE UP OF INDIVIDUALS & CORPORATIONS THAT OPERATE WITHIN

AN INDUSTRY, OR ARE BOUND BY SIMILAR BUSINESS CONCERNS;

2) PROFESSIONAL ASSOCIATIONS – FORMED BY INDIVIDUALS IN A COMMON OR AFFILIATED

PROFESSION; HAVE REGULAR MEETINGS OR EVENTS AS PART OF THEIR CONTINUING
EDUCATION
5

3) NON-PROFIT ORGNS– INCLUDE SOCIAL, MILITARY, EDUCATIONAL, RELIGIOUS & FRATERNAL

Page

GROUPS
 REASONS FOR COMPANY & ASSOCIATION EVENTS:

a) TO SHARE IDEAS
b) TO EDUCATE
c) TO SELL OR MARKET A PRODUCT
d) TO PROVIDE INFORMATION
e) TO MOTIVATE PEOPLE
f) TO STRENGTHEN CORPORATE IMAGE
g) TO MAKE PEOPLE AWARE

MEASURE FOR SUCCESS – RETURN ON INVESTMENT (ROI)

THIS SEGMENT HAS FEWER EVENTS; WITH TIGHT BUDGETS, THUS THE NEED TO CHARGE
PARTICIPANTS A SHARE IN EXPENSES

ORGANIZATIONAL EVENTS DECISIONS:

 INFLUENCE FACTORS –

a) ENVIRONMENTAL FACTORS – ECONOMIC CONDITIONS, COMPETITION, TECHNOLOGY,

REGULATIONS

b) ORGANIZATIONAL FACTORS – OBJECTIVES, POLICIES, SYSTEMS

c) INTERPERSONAL FACTORS – AUTHORITY & STATUS OF THE DECISION MAKERS

d) INDIVIDUAL FACTORS – JOB POSITION, AGE, EDUCATION

LEADS FOR THE ORGANIZATIONAL SEGMENT – TAKEN FROM LOCAL PHONE DIRECTORY, LOCAL
BUSINESS REGISTRY, NEWSPAPERS, TRADE SHOWS, REFERRALS, PREVIOUS CLIENTS, CHAMBER OF
COMMERCE

EVENT MARKETS:

 EVENTS ARE CLASSIFIED INTO:

1) SOCIAL

2) CORPORATE

SOCIAL EVENTS CORPORATE EVENTS

INDIVIDUALS/ COMPANIES/ ASSOCIATIONS/

FAMILIES BUSINESS ORGANIZATIONS
ESTABLISHMENTS
PURPOSE CELEBRATE CONVENE CONVENE

OCCASION/ WEDDING PRODUCT ANNUAL MEETING

FREQUENCY WORKSHOP
NEEDS COUPLE/ FAMILY EMPLOYEES MEMBERS

DECISIONS COUPLE’S MANAGEMENT BOARD

CONSENSUS
6
Page
 EVENT STAKEHOLDERS:

 THE STAKEHOLDERS ARE INDIVIDUALS & GROUPS WHO HAVE SOME FORM OF INTEREST IN THE
EVENT.

 THEIR INTERESTS COULD BE:

a) Financial
b) Emotional
c) Political
d) Social
e) Any personal involvement

 WHO ARE THE STAKEHOLDERS?

a) The Host– the group or person who is giving the event; may be the originator or champion of
the idea to gather people together for a particular occasion; the main celebrator; the one
financing all the expenses for the event. For the event manager, the HOST is the CLIENT and a
PARTNER with whom the event manager works to make the event successful
b) The Guests – these are the people attending the event; variously called audience, participants,
attendees, visitors. The event is created to please these people; thus, it is their needs that must
be understood & satisfied by the event manager; Guests may be passive or active; thus, event
manager must know their needs to suit the event to these needs because they are also clients
since they want to get their investment’s worth from the event.
c) The Event Committee – refers to the group involved in the planning & execution of an event.
This can be an ad hoc group from the host organization, a team of volunteers, the host’s staff,
plus the event manager’s own team. This group is tasked in putting together all the elements
that will make the event a success.
d) The Financier – the one who foots the bill who may not be involved in the planning & execution
of the event but is out to make sure that he gets a reasonable return on his investment.
e) The Suppliers – other companies with whom the event manager works and which will bring the
event concept into reality; the event manager’s partners to ensure a winning event
f) The Externals – other entities external to the host or the event manager but with financial,
emotional, political, social or personal interest in the event, e.g. gov’t regulatory agencies, the
media, the local gov’t, the community, corporate shareholders

SUCCESS AMONG THE STAKEHOLDERS MAY VARY OR EVEN CONFLICT!!

EVENT PLANNING:

 OBJECTIVES: CREATING THE VISION

 GATHER RELEVANT INFORMATION NEEDED IN PLANNING THE EVENT

 UNDERSTAND & CONSIDER THE PARTICIPANTS’ PERSPECTIVE IN PLANNING FOR THE EVENT
 SET EVENT OBJECTIVES
 DRAFT A PRELIMINARY EVENT BUDGET
 CREATE A VISION FOR THE EVENT
7
Page
 INQUIRY/LEAD FORM:

 Name of Company:
 Address:
 Telephone: Fax: E-mail: Website:
 Contact Person:
1. MEETINGS:
 How many meetings in a year? Where are the venues?
 What months are they held? How many attend?
 When is the next meeting? Who plans these meetings? (Name &
contact numbers)
2. EVENTS: (Do you have these events?)
 Product launches Trade exhibits Consumer Fairs Others
 Who plans these events? (Name & contact numbers)
3. SOCIALS (Do you have these social activities?)
 Christmas parties Award dinners Retirement dinners Others
 Who plans these parties? (Name & contact numbers)
4. Are you a member of any other association/organization with same
events’ needs? (Name & contact numbers)
5. BUSINESS POTENTIAL:
TYPE OF DATE TIME NUMBER OF
EVENT PERSONS
REQUIREMENTS:

AGREEMENTS: FOLLOW COLLATERALS PRESENTED:

UP BY:
RESULTS:  BUSINESS CARD
 BROCHURE
 SALES LETTER
 COMPANY PROFILE
8
Page
 THE EVENT CONCEPT:

 DECIDE ON THE FORMAT THAT WILL DELIVER THE EVENT VISION

 EVALUATE AND SELECT EVENT VENUES
 COMBINE ELEMENTS NECESSARY FOR A CONCEPT THAT WILL DELIVER THE EVENT’S VISION
 DRAW THE PROGRAM OF ACTIVITIES FOR THE EVENT

CONTINGENCY PLANNING

 ANALYZE POTENTIAL PROBLEMS THAT COULD POSSIBLY AFFECT THE EVENT

 SET PREVENTIVE MEASURES TO AVOID PROBLEMS FROM OCCURRING
 PREPARE CONTINGENCY PLAN TO QUICKLY RESPOND TO PROBLEMS, IN CASE THEY OCCUR
 UNDERSTAND AND PREPARE FOR SAFETY AND SECURITY CONCERNS
 CREATE A CRISIS MANAGEMENT TEAM TO HANDLE CRISIS SITUATIONS

WORKING ON BUDGETS & TIMELINES

 IDENTIFY & BUDGET VARIABLE & FIXED EVENT COSTS

 ESTIMATE EVENT REVENUES & EXPENSES
 DEVELOP A SYSTEM TO MONITOR THE EVENT BUDGET

PRESENTING THE EVENT PLAN

 ORGANIZE INFORMATION FOR THE PRESENTATION OF THE EVENT PLAN

 GET READY FOR THE PRESENTATION
 DELIVER THE PRESENTATION

EVENT PROCESSES:

 1. RESEARCH
 2. DESIGNING
 3. PLANNING
 4. COORDINATING
 5. EVALUATING

CREATING THE EVENT VISION:

 RESEARCH ON THE WHY, WHO, WHEN, WHERE, WHAT & HOW OF THE EVENT TO CREATE A
CLEAR VISION FOR THE EVENT
 PRIMARY SOURCE – THE CLIENT/HOST OR THE EVENT COMMITTEE
 IF CLIENT IS A COMPANY – ASK: WHAT IS ITS BUSINESS, WHAT ARE ITS PRODUCTS, WHO ARE ITS
TARGET MARKETS, WHO ARE ITS COMPETITORS, WHO WOULD BE INVOLVED IN THE EVENT
PLANNING & IMPLEMENTATION?
 WHY? WHY MUST THIS EVENT BE HELD? WHY WOULD STAKEHOLDERS WANT TO INVEST IN THIS
EVENT?
 WHO? WHO ARE EXPECTED TO ATTEND THE EVENT? WHO WOULD WANT TO COME TO THE
EVENT? WHO WOULD BENEFIT FROM IT?
 WHEN? WHEN IS THE BEST TIME TO HOLD THE EVENT? WHEN WILL THE EVENT BE HELD?
 WHERE? WHERE WILL THE EVENT BE HELD? WHERE WILL THE ATTENDEES BE COMING FROM?
 WHAT? WHAT WILL DELIGHT THE AUDIENCE? WHAT ARE THE EXPECTATIONS OF THE
STAKEHOLDERS?
 HOW? HOW MANY PARTICIPANTS ARE EXPECTED? HOW WILL THE BUDGET FOR THE EVENT BE
SET?

THE EVENT BUDGET:

9

 MAY BE BASED ON:

Page

a) THE BUDGET OF A PREVIOUS OR SIMILAR EVENT

 b) MARKETING PROJECTIONS AND ESTIMATES
c) THE GENERAL ECONOMIC FORECAST
d) THE EXPECTED RETURN ON INVESTMENT
e) WHAT THE HOST CAN AFFORD

 EVENTS HAVE THEIR OWN FINANCIAL OBJECTIVES, AS FOLLOWS:

a) REVENUE ¿ EXPENSE (FOR PROFIT)

b) EXPENSE ¿ REVENUE (SHOULDERED BY HOST)
c) REVENUE ¿ EXPENSE (BREAK-EVEN)

 EVENTS INTENDED FOR PROFIT MAY CONSIDER THESE SOURCES OF INCOME:

a) Ticket sales or registration fees

b) Donations
c) Gifts in kind
d) Sponsorship & advertising fees
e) Exhibit or exposition booth rental fees
f) Commissions from concession sales
g) Grants
h) Merchandise sales
i) Supplier discounts

 OTHER POSSIBLE EXPENSES:

1) Accommodations
2) Administrative overhead
3) Audio-visual & lighting equipment rental
4) Awards & recognition
5) Communication expenses
6) Complimentary registrations or admissions
7) Consultants
8) Courier & mailing services
9) Decor & stage set-up
10) Entertainment
11) Evaluations, report preparation & publishing
12) Food & beverage
13) Insurance
14) Labor costs for production
15) Legal counsel
16) Marketing & advertising design, production & distribution
17) Permits & licenses
18) Photocopying
19) Proceedings & hand-outs: editing, design & printing
20) registration materials
21) Research
22) Security
23) Shipping & freight fees
24) Signage
25) Site office furniture rental
26) site office supplies
27) site rental
28) speakers’ fees, honoraria, travel & accommodations
29) Staff’s travel & accommodations
10

30) taxes – local & national

31) tips & gratuities
Page

32) transportation for staff & guests

 33) video documentation & presentation
34) volunteer appreciation activities & gifts

THE EVENT objectives:

 The event objective is a specific, measurable, attainable, realistic statement of a desired

outcome that is to be achieved within a stated period of time. (SMART)
 The event manager has to make this SMARTER (SPECIFIC-concrete & well defined, clearly stating
the required outcome, MEASURABLE – parameters that may be measured are attendance,
audience size, ticket sales, donation pledges, participants’ feedback & reactions, ATTAINABLE –
goals are realized, REALISTIC – goals could be achieved using available resources, time, money &
manpower, TIME-BOUND – period is set within which goals are achieved, EXCITING – motivate &
rev up people to work & RESPONSIBLE – value that the event gives & takes away from society;
what it can contribute to the environment-moral, social, environmental)

Drafting the vision:

WHY?

HOW? WHO?

EVENT
VISION

WHERE? WHAT?

WHEN?

CRAFTING THE EVENT VISION STATEMENT:

 BASED ON THE FOLLOWING:

a. PURPOSE – WRITE A BRIEF BACKGROUNDER/ STATEMENT OF THE PURPOSE OF THE EVENT
b. OBJECTIVES – LIST THE EVENT OBJECTIVES INCLUDING FINANCIAL GOALS
c. AUDIENCE – DESCRIBE THE TARGET AUDIENCE
d. BUDGET – STATE THE INITIAL ESTIMATED COST OF THE EVENT
e. MEASURES – DESCRIBE HOW THE OBJECTIVES WILL BE MEASURED

EVENT CONCEPT:

 a. DECIDE ON THE TONE OF THE EVENT – WILL IT BE FORMAL OR INFORMAL; SOLEMN OR FUN?
INDOOR OR OUTDOOR
 b. DECIDE ON THE THEME – MAY BE BASED ON:
 DESTINATION OR LOCALE (AN INCENTIVE TRIP TO PALAWAN MAY TAKE ON AN ECO-ADVENTURE
THEME
 POPULAR CULTURE – GET AN INSPIRATION FROM A MOVIE, SONG OR TV SHOW
 HISTORICAL & CURRENT EVENTS – TAKEN FROM HISTORY & OTHER EVENTS SUCH AS THE
RECENT OLYMPICS

EVENT VENUE:

 WHAT TYPE OF VENUE WILL BEST HELP ACHIEVE THE EVENT OBJECTIVES? (LIST OF QUESTIONS)
11

 VENUE INSPECTION CHECKLIST (CAPACITY, LOCATION ACCESSIBILITY, SETTING-UP, UTILITIES,

CATERING, LODGING ACCOMMODATIONS, PAYMENT & CHARGES, MEDICAL ASSISTANCE,
Page

REGULATIONS)