EVENTS MANAGEMENT

BY: ROSEMARIE F. PENALBA

OVERVIEW OF EVENT MANAGEMENT

• What is event management?

It is the application of project management to the creation and development
of festivals, events, and conferences that one has to be knowledgeable in order
for it to become successful. It involves studying the intricacies of the brand,
identifying the target audience, devising the event concept, planning the
logistics and coordinating the technical aspects before actually executing the
modalities of the proposed event.
REQUIREMENTS OF AN EVENT MANAGEMENT TEAM
MEMBER

• articulate both in English and Filipino

• good customer service skills
• well-organized and excellent organizational skills
• highly trainable
• Focused
• professional
CONT.

• self-starter
• guest focused
• able to deal with various types of guests
• strong leadership skills and strategic skills
• excellent interpersonal and motivating communication skills
• Patient
• Strong and pleasing personality
TIPS FOR EVENT MANAGEMENT

• Delegating task
• Selecting the right venue
• Planning for the unexpected
• Catering to key people
ACTIVITY

• Research establishment in your area that cater events either on and on-
premise or off-premise set up. Choose which you think is well-known and
get some quotations about the following events. Use the table for this activity
and discuss to the class. Should there be other details that what is given,
write it at the bottom.
 EVENT QUOTATION FOR 100 PAX QUOTATION FOR 200 PAX PAYMENT
REQUIREMENT

WEDDING

BIRTHDAY

GRADUATION
BALL

SEMINAR
CHAPTER 2 – THE EVENT INDUSTRY
Characteristics of an event:
 It is once in a lifetime experience
 It is unique
 It is generally costly to stage
 It brings people together
 It requires careful attention in planning
 It has a purpose
 It is a lot at stake for those involved
CATEGORIES OF EVENTS

• Family events – birthday, wedding, wedding, anniversary, christening

• Festivals – food, wine
• Entertainment – concert
• Sporting Events – football, tennis, car racing, golf
• Major Events – breaking record concert of Michael Jackson
• Minor Event – conventions, conferences
Hallmark Events
To highlight a specific tourism attraction especially when it is
new to the public falls under hallmark size of event. In this event,
the host city is inseparable in the minds of the attendees.
THE COMPOSITION OF AN EVENT TEAM
Venue managers Public relations and marketing consultants

Stage managers Security companies

Lighting, video and audio companies Catering companies

Decorators and florist Cleaning companies

Entertainers Ticketing operations

Employment agencies Printers

Rental companies
CHAPTER 3 – YOUR ROLE AS MANAGER OF
EVENT
If you are the event manager, you are the helm of every event. The following are the
usual tasks of an event manager.
• Information gathering
• Concept development
• Planning
• Coordinating
• Evaluating
HOW TO MANAGE EVENT TEAM

• You must know your team

• Satisfy their physiological needs
• Make sure to fulfill their needs
• Make sure that they belong within the group
• Make sure to recognize your team
• Give back to their efforts
PLAYERS IN THE EVENT MANAGEMENT

• The client – is either a group of people or an individual who have asked for
your service in managing their event. They can also be called hosts who are
responsible for that particular event.
• Event Management Team/Planner – responsible in attaining the expectations
of the client and tasked to manage the overall aspects of the event.
• Guests – refers to the people who are invited to attend in the event.
CONT.

• Event Committee – people who are assigned by the client to be the one to talk to for the
event itself who are involved also in the planning and execution.
• Financer – refers to the money man or the person who foots the bill.
• Suppliers – they are the event manager’s contacts or partners in delivering quality event
execution.
• Other entities – refer to the other people or group of people who are external to the host
and event manager who has/have the personal, financial, political, or social interest on
the event. Examples are the media, community, government, and corporate shareholders.
SIMPLE WAYS OF KEEPING ABREAST OF THE
INDUSTRY AND YOUR COMPETITORS
• Networking with friends and colleagues
• Observing events
• Attending seminars and workshops
• Upgrading qualifications
• Watching events management-related shows
• Watching food and beverage shows
• Joining industry-relevant organizations
• Reading magazines and newspapers
• Surfing the net for related articles
ETHICAL CONCERNS AND ISSUES

• Asking for gifts and kickbacks

• Disclosing confidential information of clients
• Overbooking
• Overpricing
• Subcontracting
PRINCIPLES OF PROFESSIONAL CONDUCT AND
ETHICS OF THE INTERNATIONAL SPECIAL
EVENTS SOCIETY (ISES)
• Promote and encourage the highest level of ethics within the profession of
the special events industry while maintaining the highest standards of
professional conduct.
• Strive for excellence in all aspects of our profession by performing
consistently at or above acceptable industry standards.
• Use only legal and ethical means in all industry negotiations and activities
CONT.

• Protect public against fraud and unfair practices, and promote all practices
which bring respect and credit to the profession.
• Provide truthful and accurate information with respect to the performance of
duties.
• Maintain industry accepted standards of safety and sanitation.
• Maintain adequate and appropriate insurance coverage for all business
activities.
CONT.

• Commit to increase professional growth and knowledge, to attend

educational programs and to personally contribute expertise to meetings and
journals.
• Strive to cooperate with colleagues, suppliers, employees, employers and all
persons supervised, in order to provide the highest quality service at every
level.
• Subscribe to the ISES Principles of Professional Conduct and Ethics, and
abide by the ISES by-laws and policies.
CHAPTER 4 – GETTING STARTED:ON
GATHERING INFORMATION

• Where to get the right information

The Client – The client is the right person to talk to about an event. He or
she exactly knows what he/she needs from you.
Event Committee – as we have learned from the previous chapters, one of
the players in event management is the event committee. Should the client
created a committee, they are also key people to be asked on how the event
would look like.
WHAT TO KNOW FROM THE PROSPECT

• The WHY question – first thing that you need to know is why is it that the
client wants to hold a particular event.
• The WHO question – next is to know the invited guests or the attendees.
• The WHAT question – it would be significant to ask what the attendees will
need, what are their expectations, what can delight them, what can satisfy
them, and what do they want from our services.
CONT.

• The WHEN question – we need to know when the event will happen. Time
and date are very important details that we need to know to allow us to
evaluate if the number of days or months prior to the event proper will be
feasible for your preparation.
• The WHERE question - ask for the venue of the event if they have something
in their mind so you can identify where it should be best celebrated.
• The HOW question – this will allow you to know how much time is needed to
stage an event. Also, this is the time to verify from the host on how much he
would be willing to spend for the event.
• An event objective should be smarter
Specific – the objectives of the event must be clear, concrete and well-defined with an
obvious outcome and its effect.
Measurable – use parameters that can be used in measuring performance. Examples:
attendance, sales volume, ticket sales, redorded feedbacks, and audience size among
others
Attainable – whatever you want to achieve in the event should be possible to achieve
Realistic – objectives must also be realistic, attainable, using the resources available such
manpower, time, and money.
Exciting – for an event to be fully motivated to attain all objectives, it must be exciting.
Responsible – the objectives must not center on earning profits only. They should be
responsible to the environment and to the community.
CHAPTER 5 – THE CONCEPT OF THE EVENT

The following factors should be considered in developing the concept:

The format of the event – how do you want the event to look like based on
the data you gathered from the client.
The purpose of the event – the purpose should be the driver in all aspects of
the planning process.
The theme of the event – the theme can be historical, cultural,
geographical, or artistic. This should be linked to the purpose of the occasion.
CONT.
The venue of the event – sometimes, the theme suggests as to where the
venue should be best. In choosing the venue, the following must be considered.
Accessibility Food and beverage facilities

Location Availability of other important supplies

Ambience Features like stage

Seating capacity Others that are necessary

Safety of attendees
CONT.

The participants of the event – it is an important consideration that you

interviewed the prospect and you were able to know who the participants are.
The budget of the event – the question on how mch the client I willing to
finance the event is very important.
Timing of the event – it is important to know exactly when to hold the
event as per details s concerned. Example: beach wedding – it is advisable to
do this late in the afternoon.
CONT.

The people behind the event execution – all aspects shall be considered from
the registration down to safety group. Like:
Event team (such as crews, service ambassadors, guest relations officers,
receptionist, per area coordinator, etc.)
Performers (should the event need to have this)
Emergency services
Event contractors/suppliers
HOW TO ANALYZE THE EVENT CONCEPT

• Does it satisfy the objectives you have set in accordance to the requirements of the
client
• Is it the concept that meets the kind of participants it has?
• Is the concept attainable?
• Is the concept suited to the kind of event?
• Is the concept applicable on the day, time, and season for the event?
• Are all areas covered?
CONT.
• Are all areas considered when it comes to the implementation of the event?
• Are there enough resources for this concept to materialize?
• Are the resource speakers ( if any) available on the day of the event?
• Can you team hold such event in as much as skills is concerned?
• Are the contingency plans?
• Is the venue accessible for all the participants?
• Is the concept safe and reliable for all the participants?
• Is the concept suited for the budget of the event?
HOW TO DESIGN AN EVENT CONCEPT
• Come up with a theme
• Consider the layout
• Do not overlook the décor
• Look for suppliers and sponsors
• Create a technical support
• Consider staging
• Add entertainment
• Consider the talents
• Never forget the catering service
WHAT TO CONSIDER FOR AN EVENT
CONCEPT
• Site access - easy to park and off-load
• Physical limitations - easy to move around especially when carrying heavy equipment
• Cleaning - is it the organizer who will do the cleaning or contracted
• Basic services – can the event organizer provide water easily? Is there electricity?
• Site dimensions – is the site too high? Is it too low or narrow?
• Toilet facilities – are there available toilet? Portable or fixed?
• Catering – would there be problems when transporting, storing and serving food?
• Safety – are there patrol, exits, fire procedures, first aid in the place?
CHAPTER 6 – SCREENING THE EVENT
CONCEPT
Feasibility of the event concept
1. The goodness of the idea
2. The skills needed to run the event
3. The venue for the event
4. The event’s attractiveness
5. The flow of the event
6. The risks that might be encountered (crowd control, security of the
attendees as well as the event team, weather, water breakdown, power
interruption, food poisoning)
SWOT ANALYSIS OF THE EVENT CONCEPT

• Strengths- these refer to what the team has in order to come up with a successful event.
• Weaknesses – these are internal weaknesses or shortcomings of the team that will
become a big hindrance in ensuring a successful event.
• Opportunities – these refers to the external aspects that may be of help to the success of
the event.
• Threats – another external aspects that would ruin the perfectness of an event. Example:
poor crowd behavior, poor communication with the suppliers.
EVENT CONCEPT DELIBERATION
• The following will help you get at the right track:
1. Present the project
2. Introduce the client
3. Enumerate client’s expectation
4. Show your plan.
5. Get the idea/reaction/suggestion of the team
6. Let then explain why they suggest this/that
7. Incorporate suggestions/recommendations
8. Summarize what were discussed
9. Prepare the proposal and meet with the client for approval
CHAPTER 7 – FILLING THE GAPS OF THE
EVENT CONCEPT
Considerations when selecting a venue for a particular event:
The event title
Purpose of the event
Event flow
Number of attendees
Background of attendees
Image required for the theme
Facilities/services
Accessibility
Affordability
Availablity
The following will help you be guided in selecting venue for the event
1. Tourism organization
2. Internet sources
3. Convention bureaus
4. Trade journals/magazines
5. Venue publications
The following shall be inspected:
1. Parking spaces
2. Stairways/hallways
3. Entrances
4. Exits
5. Fire exits
6. Area for registration
7. Ventilation
8. Rest rooms
9. Other logistics
DEALING WITH LEGAL COMPLIANCE

Events need approval in some areas with regard to the following:

- Building of temporary structure like stage, backdrop
- Using of amplifiers in public areas
- Adding of entertainment in public areas
OTHER IMPORTANT LEGAL
CONSIDERATIONS ARE:
• Taxation
• Employee/team relations (such as paying wages, etc.)
• Environment protection
• Security (crowd controllers, guards, bouncers, etc.)
• Food safety
• Occupational health and safety
• Insurances
• Contracts
DEALING WITH MARKETING STRATEGIES

The following are the four stages where interactions between the customers and
service providers occur:
1. pre-purchase (interactive website, email, telephone inquiry)
2. Purchase/pre-event (ticket sale, transportation, parking, queuing, entry,
security check)
3. Event (seat allocation/usher, entertainment, performance, information, first
aid, merchandise sale, lost and found)
4. Post-event ( exit, queue, transport, online results, photographs/memorabilia)
THE FOLLOWING MARKETING PROCESS WILL
HELP AN EVENT ORGANIZER MARKET ITS
EVENT TO THE TARGETED AUDIENCE:
Step 1: Identify the features of the event
Step 2: Know your target audience carefully
Step 3: Identify how needs and wants of audiences will be met
Step 4: Learn how audiences decide in availing services
Step 5: Organize price and ticket program
Step 6: Promote the event
Step 7: Assess efforts in marketing
DEALING WITH SPONSORSHIP

The following are the significance of sponsorship:

Additional budget
Provision of “value in kind”
Provision for telecommunication expenses
It support
Provision of physical items
Added value to the event (credibility of the event)
TO APPROACH A POTENTIAL SPONSOR FOR A PARTICULAR
EVENT, SOME QUESTIONS NEED TO BE ANSWERED FIRST TO
ENSURE THAT WE ARE AT THE RIGHT TRACK

• What benefit do the sponsors get from sponsoring the event?

• Is the sponsor exclusive or not?
• Are the no other sponsor of the same line of business so as to address conflict
of interest?
• How would the sponsor want his sponsorship be exposed (all advertisement
efforts, half page, whole page, colored, etc.)
The following are possible sponsors depending on the objectives of
sponsorship that an event teak must be able to deal with:
Individuals (politicians, artist, author, etc.)
Private institutions or companies (telecom, food establishments, etc)
Industry associations
Educational institutions
Government agencies
To be taken into account to ensure sponsorship are the following reasons for
sponsoring an event:
image building
Brand preference
Sales
Media exposure
DEALING WITH EVENT BUDGET

The first step in financial management of an event os to ask the following questions:
1. Is the aim to make profit?
2. How much will the event cost?
3. What are the revenue sources?
4. How many tickets to be sold to break even?
5. What is the cash flow situation?
6. What control systems are needed to avoid fraud?
7. How will legal and taxation obligations be met?
Below are tips in budgeting for a seminar or a simple gathering:
1. Track the cost for site rental (function space, housekeeping, baggage handling, etc.)
2. Estimate the cost for catering service.
3. Document the charges for transportation.
4. Add expenses for venue décor.
5. Document fees for entertainment and equipment rentals.
6. Summarize charges for printing.
7. Identify expenses for the activities.
8. Post other expenses that may be incurred.
9. Have a contingency fund category.
10.Summarize the projected expenses of the event.
11.Summarize the actual expenses of the event.
CHAPTER 8 – THE EVENT PROPOSAL

• Event proposal, which is basically the business plan for an event which starts
with an executive summary or an introduction and goes on with details, is the
most appropriate way to present a plan to clients on their scheduled activity.
• It is normally covered with a letter attaching the necessary documents that
will sell the proposed event concept or design.
HOW TO PREPARE AN EVENT PROPOSAL

1. Come up with a very good cover letter – a cover letter will explain what
you are sending to the client. Make sure that this letter is free from
grammatical and typographical errors as it might turn-off the client.
2. Prepare the introduction – this is where you “write to impress”. The
following shall not be overlooked: event name and type, venue, date and
time, duration and timing, overview of the event, purpose/objectives of the
event.
CONT

3. Discuss event feasibility

Management commitment to the event Financial aspect management

Marketing tactics Event impacts

Staffing Timelines or flow of activities

Risk management plan Agencies and major stakeholders

Physical requirements Evaluation strategy

CONT.

4. Highlight approvals and consultation – this shall cover the relevant

compliance issues and requirements on insurances and the likes such as:

Police Insurances

Goverment License on liquor

Environment Contracts for service

Health Security

Building
CONT.

5. Enumerate marketing strategies.

6. Enumerate possible ways to get sponsorship
7. Discuss how financial aspects will be managed
8. Consider brief information on how possible risks will be managed
9. Discuss how operations will look like
10. Discuss promotional plan
CONT.

11. Clearly illustrate how the event will be staged

12. Emphasize the competent and skilled event team members
13. Never forget the safety and security of all concerned individuals
14. Present the menus perfect for the event.
CHAPTER 9 – FINALIZING THE EVENT
CONCEPT WITH THE EVENT TEAM
Going back to the drawing board. Review the following:
• Timeline
• Event attendees profile
• Event site
• Event theme décor
• Event layout
• Event team
• Event budget
FILLING-UP OF EVENT COMMITTEE

• Finance Group – this group is responsible in managing the budget of the

team, sponsorship, and expenses.
• Program, Invitation and Marketing Group – this group is responsible in
ensuring that the sequence of the program is okay, no dull moments, and are
properly coordinated with to all the members of the committee.
• Registration Group – this group is responsible in the pre-registration,
transportation, and on-site registration of the event.
CONT.

• Venue Group – this is very important since they will be visiting the venue from time
to time to check its completeness, décor the area, and make sure that the atmosphere
is good enough to hold the event.
• Food/Refreshment Group- The group sees to it that the menu as required by the
client is properly coordinated with the catering service provider.
• Support Group – this group will support the whole team in all aspects. They are
responsible for crowd control, guest parking area/spaces, and guest safety and
security.
LEADING THE TEAM
• Gather the team prior to the event execution.
• Clearly communicate their responsibilities
• Clearly emphasize the event and its objectives.
• Enumerate expected outcomes by the client and discuss the responsibilities the
team has in their shoulders.
• Guide them along the way.
• Allow them to ask questions even during execution proper.
• Most importantly, never forget that communication is very vital to the event’s
success.