The Event Management Process

~Rezlie T. Lavalle-Martinez
 Lesson Objectives
After the lesson, students should be able to:
• Establish event concept, theme and format
• Identify the connections of different processes
in orchestrating an event
• Apply Project Management in the context of
event management
• Conduct research as to different suppliers and
event vendors and create a Supplier Directory
for future project partners and linkages
• Review ethical and legal issues on event
industry
 Lesson Contents
• The Event Concept
• Project Management
• Conducting research
• Reviewing Ethical Concerns and Issues
 The Event Concept
• the “meat” of the event
• articulates the purpose of the event and
specifies the scope of the event (time,
coverage, cost)
• establishes its theme
• considers the event venue and its
physical layout, audience, timing and
duration, available resources, expertise of
the event team and contractors, and the
stakeholders
 5 Questions to Ask When Creating an
Event Concept
1. Why is the event being held?
2. Who are the event’s stakeholders?
3. When is the event taking place?
4. Where will the event be staged?
5. What is the event content or
product?
 Factors to be Considered in
Developing the Concept
• Format
• Purpose
• Scope
• Theme
• Venue
• Participants
• Budget
• Timing
• The people behind the event execution
 The Format of the Event
• the tone of the event
(formal/ informal)
• the type of the event
(recall lesson 1)
 The Purpose of the Event
• the most important element of the
event concept and generally requires
developing:
– a mission statement or rationale which
provides a framework for satisfying various
stakeholder needs and interests
– “Why are we doing this event?” “What do
we want to accomplish?”
 Developing an Event’s Rationale
1. List in order of priority all of the event
stakeholders who need to be taken
into account during all of the
following steps.
2. Describe the overriding purpose of
the event:
• why the event is staged
• the opportunities that gave rise to the event
• the needs that the event will address
• the interests that the event will appeal to
 Developing an Event’s Rationale
3. Describe how the event will achieve
its purpose: how it will be conducted
to achieve the desired outcomes
4. Outline the values that will guide the
way in which the event is conducted
• the beliefs and philosophies that gave rise to
the event
• the values and attitudes associated with the
event
 The Scope of the Event
• recognizes and takes account of the
fact that the event is limited in terms
of:
– time (event duration including pre-event
tasks)
– coverage/mechanics/procedures
– resources such as supplies, equipment,
etc.
– cost
 The Theme of the Event
• A creative component
which has something to
say on the concept to be
developed
• Take time to brainstorm
as many ideas as you
can
• The theme should be
linked to the purpose of
the occasion, completely
compatible with
attendees’ needs, and
most importantly should
be consistent in all
respects
 The Venue of the Event
• the venue and the physical layout of
the site should support and reinforce
the event theme and the concept
• Factors to consider in choosing a
venue:
• accessibility: to public transport and
parking; consider also disability access
• location
• seating capacity
• parking
• food and beverage facilities
• ambience
• the stage and the logistics of setting up
• the cost of sound, lighting and
decorations
• security and safety considerations
• Availability of other important supplies
The Participants of the Event
• the audience the
event is catered for
• consider the
following:
• the theme’s impact
on all sections of the
audience
• sound and lighting
• the type of
advertising and its
timing
 The Budget for the Event
• how much the client
is willing to finance
the event which is
linked to the possible
cost the client will
incur
• a projection
(forecast) of the
income and
expenditure that the
event will incur based
on plans made and
information gathered
 Timing of the Event
• when the event will
be held which is
linked to the factors
such as
• the season and like
weather conditions
• the date
• the day of the week
• the time of the day
• the duration of the
event
• lead-time will also
depend on the
previous factors
 The Event Team
• (recall lesson 1)
• crews, service ambassadors, guest
relation officers receptionists, per-area
coordinators
• performers (should the event need to
have this?)
• emergency services
• event coordinators/suppliers
 The Event Stakeholders
• the individuals and groups who have
some form of interest (financial,
emotional, political, social, or any form of
personal involvement) in the event.
– The host
– The guests
– The event committee
– The financer
– The suppliers/vendors
– The externals
 Project Management
• the process and activity of planning,
organizing, motivating, and controlling
resources, procedures and protocols to
achieve specific goals in scientific or daily
problems.
• the application of knowledge, skills, tools
and techniques to a broad range of
activities in order to meet the
requirements of a particular project.
(Project Management Institute, Inc.)
 5 Basic Phases of Project Management (The
Project Management Cycle)
1. Project
conception
and initiation
(Initiate)
2. Project
planning
(Develop)
3. Project launch
or execution
(Execute)
4. Project
performance
and control
(Evaluate)
5. Project close
 Conducting Research for the Event

• SWOT analysis
• Needs assessment and Feasibility study
• Budget/Costs
• Venue inspection and estimating of
attendance
• Suppliers
• Sponsors
 SWOT Analysis
• Conducted to determine
the SWOT that would affect
the outcome of the event
which is an imperative step
in determining the feasibility
of holding the event.
• SWOT helps you analyze the
success of current, past,
and upcoming events since
you not only identify the
SWOT of your project, but
also divide the factors into
internal and external which
facilitates the assessment for
the following project.
Needs Assessment
•• Some
A Needsquestions to
Assessment
consider in conducting
is the technique
a needs assessment:used
to✓ define
Why mustthewe hold this
event?
intention, obligations,
✓ Who will benefit from the
event?
audience, and
✓ Where will the event take
attributes
place? of an event
✓ What can be expected
project. It event?
from the
encompasses asking
✓ What are the priorities
the event?
of
the 5 W's:
✓ What WHO,
possible concerns or
problems that may arise
WHAT, WHEN,
before, during, WHERE,
and after
andthe WHY.
event?
 Feasibility Study
A critical
• Feasibility
•
step in event
Study Purpose
✓ Identifying financial resources for
research
event. is to develop
✓aConfirming
feasibility study,
physical space meets
event needs.
which is used to
✓ Understanding political
examine
environment.the event
design and to
✓ Identifying potential
challenges/risks.
✓determine
Evaluating timeifand
the support
proposed
feasibility. event is
✓ Examining legal, ethical, and risk
feasible
management. given the
✓resources available.
Evaluating overall potential value
of each item.
 Budgeting/Costing
• Budget formula:
Revenue – Expenses = Profits
Sources of Revenues:
• Ticket sales or
admission fees
• Registration fees
• Donations and grants
• Gifts in kind
• Sponsorship and
Advertising fees
• Exhibit or Exposition
Booth Rental fees
• Concession sales
• Merchandise sales
• Supplier discounts
 Suppliers
• a.k.a Event vendors or
Event suppliers
• Could include but not
limited to the following:
photographers-
videographers, caterers,
interior decorators,
florists, venue (e.g.,
hotels, resorts,
convention centers),
party rentals, specialized
services (e.g.,
magicians, singers,
dancers, emcees), etc.
 Managing Suppliers and Vendors
• Request for sample work portfolio, rates
• Ask them how they would respond to
hypothetical problems
• Consult other event planners regarding
vendors
• Inspect their operations and capabilities
• Address specific concerns in the contract
• Communicate, communicate,
communicate
• Be specific and timely
Event Sponsorship
• Event Sponsorship is a way
of advertising your brand by
“sponsoring” or supporting
an event financially in
exchange for brand
exposure to highly engaged
attendees.
• Sponsors provide additional
funds in exchange for
promotional mileage or
advertising exposure, for
covering event expenses or
serving as the primary
revenue source in
fundraising activities.
 What makes an Event Sponsorship
valuable?
1. Brand Interaction
2. Attendee Data
3. Media Exposure
4. Direct
Engagement
5. Brand prestige
 Ethical Considerations, Concerns
and Issues
➢ Environmental factors ➢ Transparency and
➢ Health and safety accountability
requirements (i.e., ➢ Legal and regulatory
venue cleanliness and compliance
sanitation, alcohol ➢ Giving gifts or bribes
licenses, children, fire ➢ Disclosing confidential
evacuation plans) information
➢ Copying another ➢ Harassment
event’s idea
➢ Deliberately ➢ Falsifying documents
undercutting your
competition
➢ Diversity and
representation
Credits:
•Salvador, G. A. 2009. EVENT
MANAGEMENT: ENVISION. EXECUTE.
EVALUATE. C& EPublishing, Inc.
•Rodolfa, B. Jr. 2012. EVENTS
MANAGEMENT GUIDE FOR TOURISM,
HOSPITALITY, AND BUSINESS
PROFESSIONALS. Mindshapers Co.,
Inc.
•Wrathall, J., Gee, A. 2011. EVENT
~Fin~
MANAGEMENT: THEORY AND
PRACTICE. McGraw-Hill Australia Pty
Ltd.
•http://www.projectinsight.net/projec
t-management-basics/basic-project-
management-phases
•http://www.cognitivedesignsolutions.
com/Information/ProjectMgt.htm
•http://www.moct.gov.sy/ICTSandard
s/en/27/4_Project_Management_Pha
ses_Knowledge_Areas_and_Processes
.htm
•https://www2.ed.gov/admins/lead/a
ccount/compneedsassessment.pdf
•http://www.leoisaac.com/evt/top07
2.htm