CHAPTER 3:

MANAGING EVENT
What is Event Management
The Event Management Professional
Model
Principles of Event Management
Event Management Process

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 WHAT IS EVENT MANAGEMENT?

Event Management is the process of

analyzing, planning, marketing, producing and
evaluating an event. It is a different way of
promoting a product, service or idea.
If an event is managed efficiently and
effectively, it can be used as a very powerful
promotional tool to launch or market a
product or service.

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 EVENT MANAGEMENT

Events Management requires certain core

values to be deployed to every element,
process and decision to justify professional
approach and achieve effective and efficient
results.
Application of the management practice of
project management to the creation and
development of festivals and events.

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 THE NEED FOR EVENT
MANAGEMENT
Events are increasing in scope, size and
complexity.
Event management:
is the way to plan, organise and manage resources in a
systematic manner to create successful events
reduces risk and uncertainty associated with the running
of events
helps to ensure that potential benefits are realised
facilitates the continuous improvement of events.

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 EVENT MANAGEMENT
PROFESSIONAL ROLES

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 THE PROFESSION Source:
EVENT MANAGEMENT Gold blatt Model
The function that requires human assembly for the for the Event
purpose of celebration, education, marketing, and Management
Profession
reunion.

THE PROFESSIONAL TITLE

EVENT MANAGER
The person responsible for researching, designing,
planning, coordinating, and evaluating an event.

SUBFIELD SPECIALIZATION
Examples of subfields: civic events, conventions,
expositions, fairs and festivals, hallmark events,
hospitality, incentive travel, meetings and conferences,
retail events, reunions, social life-cycle events, sport
events, and tourism.

STAKEHOLDERS
Individuals or organizations financially, politically,
emotionally, or personally invested in an event.

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 EVENT MANAGEMENT PROFESSIONAL
ROLES

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 EVENT COORDINATOR:
Sits at the very top of the hierarchy; therefore they have the highest level of
authority and are responsible for managing all staff members below them.
Coordinate the detailed work required in order to ensure the event runs
smoothly and according to plan.
Work in the public, private and not-for-profit sectors and can work for event
management companies, in-house for an organisation or freelance.
May manage events such as festivals, conferences and promotions.
The role of event organiser is usually hands-on and often involves working as
part of a team.
Must be able to complete a wide range of activities requiring clear
communication, excellent organisational skills and attention to detail.
Work well under pressure, ensuring the smooth and efficient running of an
event..

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 EVENT PLANNER:
Has a vital role in the events management hierarchy as they are
responsible for a great deal of the important tasks, such as
choosing the location, organising transportation, catering and has
a great deal of responsibility in the finance department, ensuring
the team stick to the budget.
Need a set of skills including good verbal and written
communication, the ability to keep calm under pressure and
being able to negotiate properly.
May have to negotiate when reaching a decision with the local
authority about a debateable topic relating to the event and the
design.

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 CLIENT SERVICE EVENT MANAGER:

This too is high in the hierarchy and carries with it a great deal of
responsibility for dealing with the public.
Professional, polite and have good people skills in order to carry
out their job effectively.
For example when dealing with an angry customer, they must try
their hardest to keep the customer calm whilst trying to reason
with them in a mature, professional manner.
Will be in charge of making sure the customers needs are
satisfied and helping / advising them with any queries they may
have.
Deal with feedback / complaints, displaying strong communication
skills.

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 EVENT MANAGER:

Work closely with the Coordinator to ensure the event

runs as smooth as it can.
Their role is to be active and practical and some paperwork
is sometimes required such as planning details / changes to
the schedule. If the members of staff have a problem they
can discuss it with the manager.
It is their role to listen and help their employees and guide
them to where they need to be to reach the aims / targets
of the event.

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 EVENT ASSISTANT:

Assists the Manager with any jobs or errands that need

carrying out.
They may also make phone calls to people who can help
advise or help with research.
On some occasions they may be responsible for the crew, if
for example the manager is busy, the assistant will tell the
crew what their job is.
The event assistant must know the details of the event in
order to teach others, they must also be organised and
flexible in order to meet the needs of the Events Manager.

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 EVENT MANAGEMENT PROCESS

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 EVENT MANAGEMENT PROCESS

RESEARCH

EVALUATION DESIGN
EVENT
MANAGEMENT
PROCESS

COORDINATION PLANNING

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 EVENT MANAGEMENT
First stage:
Research stage and should answer the following
questions:
Why should a special event be held?
Who should hold it?
Where should it be held?
What should be the focus of the event?
What outcomes are expected?
Second stage:
Design:
Allows freedom in creativity and the implementation of
new ideas that support the objectives of the special event

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 EVENT MANAGEMENT
Third Stage:
Planning:
Determine budget
Selection of event site
Selection of accommodations
Travel arrangements
Negotiate contracts
Arrange catering
Arrange entertainment, speaker, music
Audiovisual needs
Create marketing plan
Prepare invitations and event packets

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 EVENT MANAGEMENT
Fourth stage:
Coordination:
This may be a stressful time due to unforeseen problems
occurring, or it may be a truly rewarding time with a flawless
execution.
Involves decision-making skills and abilities as the event
progresses.
Fifth stage:
Evaluation:
Should take place during each of the stages of the event
planning process, and is a final step that can measure the
success of the event in meeting the goals and objectives.

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 EVENT MANAGEMENT LIFE
CYCLE

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EVENT MANAGEMENT LIFE CYCLE

Concept Coordination

Control Culmination Closeout

 CONCEPT

Concept
Define the scope of
event
Identify
Stakeholders
Select Event
Management Team
Organization chart
Prepare Event
Overview Statement
EVENT COORDINATION
Event
Coordination
Develop a methodology
Scheduling
Outsourcing & supplier
coordination
Detailed Planning
Ticketing
Team management
 CONTROLLING

Controlling
Event Budget Control
Conflict Resolution
Supplier & Vendor
relationships
Event Status reviews
Taking corrective
measures
CULMINATION

Culmination
Attendance
Management
Security
Frontline Management
Backend Management
Team coordination
Communications
Planning
CLOSEOUT

Closeout
Review & evaluation
Final report
Quality improvement
Handover of
project/event file