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CHAPTER 3
FEASIBILITY

 CAREFUL ANALYSIS OF FASIBILITY & DETAILED ANALYSIS OF POTENTIAL

RISKS ARE IMPORTANT CONSIDERATION WHEN LOOKING AT A FESIBILITY
OF AN EVENT
 ANTICIPATING RISK & PLANNING REGARDING PREVENTIVE MEASURES CAN
REDUCE THE LIABILITY OF EVENT MANAGEMENT COMPANY
 THE EVENT SHOULD NOT GO AHEAD UNLESS THERE IS A DEFINATE “ YES”
TO THE QUESTION IS THIS EVENT FEASIBILE

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KEYS TO SUCCESS

THE FOLLOWING KEYS TO SUCCESS WERE DEVELOPED BY ERNST & YOUNG ADVISIORS TO THE
OLAMPIC GAMES:
 IS THE EVENT GOOD IDEA
 DO WE HAVE THE SKILLS REQUIRED TO PLAN & RUN THE EVENT
 IS THE HOST COMMUNITY SUPPORTIVE
 DO WE HAVE THE INFRASTURCTURE IN THE COMMUNITY
 CAN WE GET A VENUE AT A PRICE WE CAN AFFORD
 WILL THE EVENT ATTRACT AN AUDIENCE
 WILL IT ATTRACT MEDIA SUPPORT
 IS IT FINANCIALLY VIABLE
 ARE THE SUCCESS CRIATERIA REASONABLE

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IS THE EVENT GOOD IDEA

 THERE ARE MANY EVENT COMPANIES THAT ASK THIS QUESTION AS THE EVENT
DRAWS NEAR
 THE MEASURE OF PUBLIC SUPPORT FOR THE 2002 OLYMPIC GAMES FAR
EXCEEDED THE ORANIZERS EXPECTATIONS AS EVIDENCED BY THE TICKET SALES
 AFTER A FEW DAYS IN TO THE GAMES OFFICALS FROM SLOC ( SALT LAKE
OLYMPIC COMMITTEE) ANNOUNCED THAT THEY HAD ALREADY PASSED THERE $
180 MILLION GOAL FOR TICKET REVENUE
 NO DOUBT THE ORGANIZERS HAD ASKED THE QUESTION MANY TIMES BEFORE
LEADING UP TO THE EVENT
 CAREFUL CONTIGENCY PANNING SHOULD BE DONE IN EARLY STAGE INORDER TO
AVOID ANY INCONVINCE

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DO WE HAVE THE SKILLS

 STAFFING FEASIBILITY REQUIRED TO PLAN & ORGANIZE ACCORDING TO

THE NATURE OF AN EVENT ( FORMAL, INFORMAL OR CHARITY EVENT)
 IT IS NESSESSARY TO ANALYZE WHEATHER THE EVENT ORGANIZATION
HAVE SUFFICIENT SKILLED WORKERS TO ORGANIZE A SUCCESFUL EVENT
 THE 2002 OLYAMIC GAMES WERE MARKED AS A SUCCESSFUL EVENT IN THE
HISTORY BECAUSE OF THE SKILLFUL WORKERS

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IS THE HOST COMMUNITY SUPPORTIVE

 SOME CITIES & STATES TEND TO FEEL RELUCTANT ABOUT HOSTING AN

EVENT
 FOR EXAMPLE: THE CITIZENS OF COLORADO VOTED AGAINST HOLDING
THE WINTER OLYMPIC GAMES IN 1976
 REASON: THE RESIDENTS & SOME BUSSINESS EXPERIENCE THE NEGATIVE
CONCEQUENCES
 ESTIMATE THE AMOUNT OF INTEREST IN PARTICIPATING
 TO SEEK ASSISTANCE WITH EQUIPMENT LENDING
 TO SEEK SPONSORSHIP & FUNDING

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DO WE HAVE THE INFRASTRUCTURE

 BEFORE HOSTING ANY KIND OF EVENT, ITS IMPORTANT TO ANALYZE THE

AVALIBLE FACILITIES & VENUES
 CAPE TOWN PUT IN A BID FOR 2000 OLYMPICS BUT NOT CONSIDER BECAUSE
OF THE LACK OF INFRASTRUCTURE FACILITIES AVAILBLE
 BIG CITIES GENERALLY HAVE TO MAKE A COMMITMENT TO
INFRASTRUCTURE DEVELOPMENT INORDER TO HOST THE MEGA EVENTS
 TRANSPORTATION & PARKING ARE GENERALLY IMPORTANT
CONSIDERATION

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CAN WE GET A VENUE AT A PRICE WE
CAN AFFORD

 FOR MOST EVENT ORGANIZERS THE COST OF THE VENUE RENTAL IS A KEY
CONSIDERATION
 MANY ARE TEMPTED TO SAVE MONEY BY RENTING THE REQUIRED
EQUIPMENT
 THE COST OF THE VENUE DEPENDS ON THE TIME FOR WHICH IT IS
REQUIRED ( PEAK SEASON OR OFF SEASON)
 GOLDBLATT ( 1997) REFERS TO THESE AS: ( TIME, SPACE, TEMP LAWS)
 SECURITY, LOADING AREA ACCESS OF EQUIPMENT IS AN IMPORTANT
CONSIDERATION

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WILL THE EVENT ATTRACT AN
AUDIENCE

 THE LOCATION OF THE EVENT VENUE OR SITE IS CRUCIAL FOR

ATTRACTING THE NUMBER OF ANTANDEES YOU REQUIRE TO MAKE THE
EVENT SUCCESSFUL
 MARKET RESEARCH OF THE CURRENT TRENDS IS ESSENTIAL TO MAKE
YOUR EVENT SUCCESSFUL
 DEMOGRAPHIC INFORMATION OF YOUR TARGET MARKET IS AN IMPORTANT
FACTOR ( AGE, GENDER, INCOME, RACE)
 EVENT MANGERS HAVE TO THINK OUT SIDE OF THE BOX TO ATTRACT
MAXIMUM NUMBER OF AUDIENCE

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WILL THE EVENT ATTRACT MEDIA
SUPPORT

 MEDIA SUPPORT IS AN IMPORTANT FACTOR IN MAKING THE EVENT THE

SUCCESS
 SMART EVENT ORGANIZERS TAKE A LOOK AT THE DIFFERENT MEDIA
OUTLETS AVALIBLE, ( NEWS PAPERS, SOCIAL MEDIA, TV CHANNELS)
DEPENDING ON THE TARGET AUDIENCE
 A SPECIAL FEATURE, INCLUDING ADVERTISEMENTS BY EXHIBTORS,
WOULD BE A TYPE OF PROPOSAL THAT WOULD BE WELL REGONIZED AT
LOCAL LEVEL

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IS THE EVENT FINANCIALLY VIABLE

 THE EVENT THAT IS FINANCIALLY VIABLE & BRINGS BENFITS TO THE

COMMUNITY AS A WHOLE CONSIDERS TO BE A SUCCESSFUL
 THE FARMER MARKET WOULD BE UNLIKELY TO MAKE HUGE PROFITS, BUT
IT MIGHT CONTRIBUTE TO COMMUNITY SPIRIT AND PROVIDE INTANGIBLE
BENEFITS
 FOR MOST EVENTS THE DECISION AS TO WHAT PRICE IS TO BE CHARGED TO
VISITORS & WHEN THE DECISION IS MADE IS CRTICAL
 FOR THE EVENT MANAGER, CAREFUL ATTENTION TO BUDGETING WILL
PROVIDE A REASONABLE ACCURATE IDEA OF THE COST

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ARE THE SUCCESS CRITARIA
REASONABLE

 THE CRITARIA ON WHICH THE SUCCESS OF EVENTS IS JUDGED VARY

WIDELY, DEPENING ON THE NATURE OF AN EVENT
 OLYMPIC GAMES IS GENERALLY JUDGED ON FEEDBACK FROM
INTERNATIONAL AUDIENCE & THE SPONSORS
 THE FARMER MARKET MAY CONTRIBUTE IN DEVELOPING THE SKILLS OF
THE LOCAL PEOPLE IN PRODUCTION OF DIFFERENT PRODUCTS
 CHANGE IN CONSUMERS PRECEPTION IS DIFFICULT TO MEASURE AS ITS
SUBJECTIVE IN NATURE
 THE CRITARIA FOR THE SUCCESS NEED TO BE ESTABLISH BEFORE THE
EVENT TAKE PLACE

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WHAT ARE THE RISKS

 IT’S THE MOST IMPORTANT OF ALL, BECAUSE FAILURE ARE ALWAYS

POSSIBLE
 BRAINSTROMING INORDER TO REVEAL ALL THE POSSIBLE RISK
ASSOCIATED WITH AN EVENT
 CONTIGENCY PLANNING SHOULD BE DONE IN AN EFFECTIVE MANNER
INORDER TO DEAL WITH ANY KIND OF EMERGENCY SITUATION
 THE IACC ( INTERNATIONAL ASSOCIATION OF CONFERENCE CENTERS) HAS
SET INTERNATIONAL STANDARDS FOR OPERATIONS, FACILITIES,
EQUIPMENT FOR SMALL TO MEDIUM SIZED CONFERENCE ( 20 TO 50 PEOPLE)

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THE SWOT ANALYSIS

STENGTHS:
 ARE INTERNAL STRENGHTS OF THE ORGANIZATION ( SKILL OF THE WORKERS), WIDE
RANGE OF PRODUCTS AVAILBLE FOR PLANNING THEMES & DECOR
WEAKNESSES:
 ARE THE INTERNAL WEAKNESSES OF THE ORGANIZATION, FOR EXAMPLE THE SKILLS &
KNOWLEDGE OF THE MANAGEMENT COMMITTEE OR THE LACK OF THE SKILLS THAT ARE
REQUIRED

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OPPORTUNITY& THREATS

OPPORTUNIITIES:
 ARE THE EXTERNAL FAVOURABLE THINGS THAT MAY OCCUR, SUCH AS
NEW SPONSORSHIPS OR UNEXPECTED POSITIVE PUBLICITY
THREATS:
 ARE ALSO EXTERNAL: COMPETITION, POOR PUBLICITY AND POOR CROWD
BEHAVIOUR WOULD ALL BE CLASSIFIED AS THREATS
 IMPROVE FEASIBILITY, REDUES RISK

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