Principles of Event Management

~Rezlie T. Lavalle-Martinez
 Lesson Objectives
After the lesson, students can:
• Define events and events
management in the
context of how it can help
you in the conduct of your
profession as office
administrator;
• Describe what event
management is and the
nature of work in this
profession;
• Explain their role as an
event manager;
• Identify skills and
competencies that an
event manager must
develop including basic
management functions;
and
• Identify different suppliers
in the field of event
management and make a
directory of future project
partners.
 Lesson Contents
• What is Event Management?
• Types of Events
• MICE and its importance
• Key concepts and processes in Event
Management
• The Role of Event Managers
• Key players in Event Management
• The composition of an Event Team
• Skills needed for events management
 What is Event Management?
• The application of project
management to the creation and
development of large
scale events such as festivals,
conferences, ceremonies, formal
parties, concerts, or conventions.
 What is Event Management?
• A function requiring public assembly
for the purpose of celebration,
education, marketing and reunion;
and
• The process that includes research,
design, planning, coordinating and
evaluation of events.
 What is an Event?
• A unique happening that brings
people together for a purpose of
celebration, education, marketing or
reunion.
 Characteristics of an Event
• ‘once in a lifetime’ experience
• Unique
• generally costly to stage
• brings people together
• requires careful attention in planning
• has a purpose
• often a lot of stake for those involved
 Types of Events
• According to purpose
• According to the number of
participants
• According to magnitude of impact
• According to frequency
According to Purpose: The C’s of Events
• Celebrate • Convene
▪ life-cycled events ▪ meetings,
▪ religious rituals conferences,
▪ commemorative conventions
ceremonies
▪ socio-civic events • Commerce
▪ marketing strategies
• Commune e.g., product
launch, exhibits,
▪ reunions trade shows,
▪ hallmark events demonstrations,
retail events
 According to the Number of
Participants

Few Many Multitude

 According to Magnitude of Impact
• Hallmark tourist events
• Fund-raisers
• Concerts
• Sports events
• Festivals
 According to Frequency
• Once-ever
• Weekly
• Monthly
• Quarterly
• Per Semester
• Annual
• Biennial
• “Need to” basis
 Segmentation of Event Management

Events

Corporate Cultural Leisure Personal

 Corporate Events
• Ranked as topmost priority for event
management companies
• Include trade shows, product launches, team
building, national and international seminars,
training programs, incentive tours, executive
meetings, annual day celebrations, award
ceremonies, shareholder and/or board
meetings, etc.
 Cultural Events
• Held throughout the
year considering the
Philippines has a rich
and colorful cultural
background
• Include ceremonial,
religious, art, social
gathering shows,
heritage, traditional
folk festivals,
awareness shows,
theme parties,
charitable shows
Leisure Events
• Involves higher costs
and advanced
infrastructure as these
events are generally
telecasted on television
• Include stage shows,
music shows, live
concerts, dance shows,
leisure, sport and other
recreational and
entertainment activities
 Personal Events
• One of the most popular
of all the events
• Adding professional
expertise to such
occasions not only makes
such events special but
also relieves families from
the extra burden of
handling responsibilities
• Include wedding
ceremonies, birthday
parties, wedding
anniversaries, annual
picnics or reunions,
holidays
MICE and its Importance
• MICE is the new
a event
definition
management of
creative event
event
business cluster
management
management
that allows
industry thatevent
• By nature, MICE
participants to is
promotes
tourism. When the
exchange
referring to
economic
knowledge and
structure
aspects and
ofand
opinions,
objective, it is an
organizing
opens events
further
event organizing
and meetings
industry. for on
Some
possibilities
people
the also refer
development
local, regional,
to
of
andMICE
the as
event
international
business
management tourism
levels.
or business
businesses
events.
 Meetings
• A meeting is a formal Examples of Meetings:
gathering of individuals • Annual general
from an organization, meetings
project, or industry to • Board meetings
discuss plans, set goals,
or strategize for • Management meetings
challenges, often • Training or onboarding
combining informal meetings
activities with formal • Meetings with suppliers
discussions. and dealers
• Team building
meetings
• Product launches
 Incentives
• Incentives are An incentive will typically
leisure-focused involve:
travel rewards • group travel with hotel
offered by accommodations
organizations to • dinner and recreational
activities
staff, teams,
partners, affiliates,
and customers to
show appreciation,
boost morale, and
increase loyalty.
 Conferences
• Conferences, also known A conference typically
as conventions, are large includes:
corporate events with • Panels A group of experts
multiple days of sessions, • Presentations engages in a
At company
aimed at sharing insights, discussion, with a
finding solutions to • Speeches conferences,
Also known
moderator as
senior
ensuring
leaders present
challenges, and • Discussions Panel
keynotes,
good flow
business
are
discussions
and
successes,
networking. • Workshops speeches
involve
ata
potentially
A small
while
that
selectmark
taking
group
public of
the start or end of a
group
audiencediscussing a
• Conferences are also not participants
industry
conference, often
topic, withinsome
questions.
limited to one engages
conferences,
by the hostusing
organizers
an
or
organization and can interactive
thought learning
leaders
organizer,
breakout rooms
look different depending experience
share trends andto
by
addressing
encourage active
working often
insights, on a using
on the organizers and the important
debate
specific
visual
issues
among
problem
elements
or
like
industry. sharing
small
case or
props and
solutions.
groups of
researching
slides.
attendees.
a specific topic.
 Exhibitions
• Exhibitions are public • Exhibitions allow
events where exhibitors to
organizations collaborate with
showcase their partners, find clients,
products and services, learn new skills, and
including new launches network in the industry.
and information, E.g., trade shows and
targeting a specific expos, which can be
industry and target conducted in B2C or
market. They attract B2B models.
thousands of exhibitors
and visitors, lasting
several days to a week.
Key Concepts in Event Management
Major Processes in Event Management
• Initiation, Research and
Conceptualization
• Planning
• Coordinating
• Implementation
• Control & Monitoring
• Evaluating
• Closing
 Initiation, Research and
Conceptualization
• The first phase is always marked by the client
and refers to the approach of the objective of
the event, considering the target that is
expected to attend it, its particularities, as well
as the budget assigned to the day.
• Know both the type of audience for the event
and its particularities, as well as the budget
available for the event to establish the
strategy to follow. This should focus on using
this information to achieve the objectives of
the event, optimize the budget and meet the
needs and expectations of the public.
 Initiation, Research and
Conceptualization
• The event's creative idea should align
with the brand's image, answer
objectives, and be innovative. This helps
in making decisions about event format,
duration, location, and program.
Uniformity in the event's image is crucial
for guests to easily identify the brand, its
identity, and personality.
– Feasibility study and Needs assessment
– Concept development – theme, timing, skills
– Contextual factors – budget, PESTEL analysis
 Planning
• Timeline and Work breakdown structure (Gantt Chart)
should include pre-event planning, event execution
(program/event flow) and post-event activities.
• Venue: involves logistics management, food and
beverages as well as the décor, room layout,
registration area, signage, storage, transportation,
etc.
• Marketing: Once you’ve selected a venue, start
drawing people to it through a marketing program,
e.g., a website, social campaign, email and print
work.
• Advertising: Align with your marketing strategies, i.e.,
radio, TV, newspaper and magazine advertisements.
 Planning
• Committees, Key Persons, Crews: Crew of people
to get it off the ground and run smoothly. Which
means writing contracts, defining their roles,
setting up meetings and determining schedules.
• Speakers: Have a keynote speaker or a group of
speakers to attract an audience. This involves
contracts, curators to select the talent, a
program, bios and rehearsals.
• Budget: Estimate your event costs and create a
budget
• Development of operational and contingency
plans (Crisis Mgt Plan)
 Planning
• Sponsors: All of this costs money, and an event’s budget is
supplied by its client and/or sponsors. This involves contracts,
marketing and logistics.
• Production: The production involves creating contracts as you
work on creating an audio-visual recording of the
proceedings, as well as a sound and video broadcast during
the event.
• Stage: The event takes place at a specific venue and on that
venue is a stage on which the event proper will be presented.
That usually incorporates a projector, screen, microphones,
internet connection, batteries, cables and more.
• Attendees: Include communications to inform them of event
information, payment processes to collect fees, emails to stay
in touch, directions, badges and access points.
Coordinating
 Implementation
• Schedules
• Checklists
• People Management
 Control and Monitoring
• Setting Benchmarks/ Standards
• Tools for control
– Budgets
– Schedules
– Discipline
 Evaluation
• Key Task/s
• Feedback
• Reports (narratives, documentation,
expenses liquidation, etc.)
 What is an Event Manager?
• A person who plans • Other names include:
– catering manager,
and executes the conference manager,
event. director of events, event
coordinator, conference
• The one tasked with planner, conference
planning manager,
making such events conference services
happen through a manager, convention
services manager,
process that includes director of conference
information gathering, services, event producer,
meeting planner,
concept meeting professional,
development, special event director,
special event planner
planning,
coordinating and
evaluation.
 The Role of Event Managers
• Devising the • Client service
event concept • Budgeting
• Identifying the • Scriptwriting
target audience • Booking venue
• Marketing and • Logistics
communication
• Audio-visual
• Negotiation production
Key Players in Event Management
The Tourism
Industry
Tourism and
Sports Hospitality
Industry Educational
Associations

Business THE The

Establishment EVENT Hospitality
INDUSTRY Industry

Safety
Services
Entertainment (Emergency,
and Arts Police, Fire
Dept., etc.)
Government
Bodies
 The Composition of an Event Team
• Venue managers • Public relations and
• Stage managers marketing
• Lighting, video, consultants
photo, and audio • Security companies
companies • Catering companies
• Decorators and • Cleaning companies
florists • Ticketing operations
• Entertainers • Printers
• Rental companies • Runners and misc.
suppliers
Common Event Committees
 Skills Needed for Event Management
• Communication • Effective
• Identifying and Negotiation
Solving Problems • Stress Management
• Organizing Yourself • Time Management
and Others Skills
• Understanding and • Planning and
Managing Budgets Strategy
• Critical Thinking and • Experience in the
Attention to Detail Event Management
Industry
 The Event Stakeholders
• The host
• The guests
• The event committee
• The financer
• The suppliers/vendors
• The externals
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.

~Fin~
•Wrathall, J., Gee, A. 2011. EVENT
MANAGEMENT: THEORY AND
PRACTICE. McGraw-Hill Australia Pty
Ltd.
•Conceptualize Your Event.
University of San Diego.
https://www.sandiego.edu/stud
ent-leadership/student-event-
planning/event-concept.php.
•Hahn, J. 2021. What is MICE?
Your Guide to Meetings,
Incentives, Conferences, and
Exhibitions.
https://www.cvent.com/uk/blog
/hospitality/what-is-
mice#:~:text=As%20outlined%20
above%2C%20the%20MICE,ince
ntives%2C%20conferences%2C%
20and%20exhibitions.