EVENTS LOGISTICS Chapter six

INTRODUCTION- WHAT IS
LOGISTICS?
The term ‘logistics’ refers to the practical art of the relocation of armies. Given the
complexity of modern warfare, logistics became a science that included speed of
operations, communications and maintenance of the armed forces. After the
Second World War, modern business applied the experience and theory of logistics
as they faced similar problems with transport and supply to those faced by the
military.
 The efficient movement of products has become a specialized study in the
management discipline, especially within large and international companies.
Logistics can be defined as, ‘The time-related positioning of resources to meet user
requirement’, where resources may be transports, storage, or information.
THE EVENT LOGISTICS PLAN
Whether the event is a school class reunion or a multi-venue festival, a written logistics or
operations plan needs to be part of the communication within the event. It could range from a one-
page contact list with approximate arrival times, to a bound folder covering all areas. The folder
for a large event would contain:
•General contact list
•Site map
•Schedules, including time lines and bar charts
•The emergency plan
•Subcontractor details, including all time constraints
•On-site contacts
•Evaluation sheets (sample questionnaires).
THE ELEMENTS OF EVENT
LOGISTICS
Whereas most logistics theory concerns the supply of products to the customers,
event logistics includes the efficient supply of the customer to the product, and the
supply of facilities to and from the event site.
Event logistics often concern a specific project or campaign rather than the
continuing management. There is a definite preparation, lead up, execution and
shutdown.
THE AREAS OF IMPORTANCE TO EVENT
LOGISTICS CAN BE CATEGORIZED AS:

A. Supply: this is divided into the three areas of customer, product and facilities. Supply
also includes the provision of the goods and services.
B. Transport: the transport of these goods and services can be a major cost to an event and
requires special consideration.
C. Linking: logistics is part of the overall planning of an event and is linked to all other
areas. With large multi-venue events, the logistics becomes so complex that an operation
or logistics manager is often needed. The logistics manager functions as part of the
overall network management structure of the event.
D. Flow control: this refers to the flow of products, services and customers during the event.
E. Information networks: the efficient flow of information during the event is generally a
result of efficient planning of the information network.
A] SUPPLY OF THE
CUSTOMER
•The customers of the event are those who pay for it. They can be the audience
(concerts and festivals), spectators (sports), visitors (exhibitions), delegates
(conferences) and the sponsors or the client (corporate events).
•The customers have expectations that have to be met for a successful outcome.
These expectations will include aspects of logistics.
•Customer care must begin as soon as the customer reaches the event, or starts on the
road to the event. The directions, the car park, the reception areas, the premises and
all the facilities involved must be of the highest possible standard and ready for the
customer’s arrival and use.
B] LINKING WITH THE
MARKETING AND PROMOTION
The supply of customers is ultimately the responsibility of marketing activities i.e.
the numbers, geographical spread and expectations of the customers. The targeting
of specialist markets or widespread publicity of an event will require a logistics plan
with very different priorities.
C] TICKETING
Ticketing is important to events whose primary income is from the entrance fee. Most corporate
events, including office parties and product launches, and many public events are free. However,
for other events, such as sport events, the extent of ticket sales can determine its success or failure.
•Ticket distribution is regarded as the first major decision in event logistics.
•The pricing and printing of the tickets is generally not a logistics area.
•However, the distribution, collection and security are of concern, and with free events, form an
effective means of controlling numbers. Tickets for events can be sold through various distributors
like Ticketmaster for a fee or through the Internet. Selling tickets at the event gate gives rise to
security problems, in the collection, accounting and depositing of funds. The ticket collectors need
training to deal with the public, as well as efficiently moving the public through the entrance. The
honesty of the staff may also be a security concern. In large venues, an admission loss-prevention
plan is used to minimize the possibility of theft. Example; some hallmark events have support
through sponsorship from well known banks providing cashiers/ticket staff.
Does the artwork on the ticket contain the following?
 Number of the ticket
 Name of the event
 Date and time of the event
 Price and level of the ticket
 Seating number or designated area ( Ticket color coding can be used to show seating area)
 Event information ,such as a map , warnings and what to bring/not to bring
 Artwork so that the ticket could be used as a souvenir
 Contact details for information
Printing
 W hen will the tickets be ready?
 W ill the tickets be delivered or do they have to be collected?
 If there is an error or a large demand for the tickets, will there be time for more to be printed?
Distribution
 W hat outlets will be used- retail, ticketmaster, Internet, or at the gate?
 Has a letter of agreement with all distributors, setting out terms and conditions, been signed?
 What method of payment will be used (the ticket buyer to the distributor)- credit card, cash,
deposits?
 Does the schedule of communications refer to ticket sales indicate sales progress and if more
tickets are needed?
Collection of tickets
 How will the tickets be collected at the gates?
 How experienced are the personnel and how many will there be? When will they arrive and leave?
 Is a separate desk for complementary tickets needed?
 W hat security arrangements are in place for cash and personnel?
Reconciliation of number of tickets with revenue received
 W hat method of reconciliation will be used? Is an accountant being used?
 Is the reconciliation ongoing, at the conclusion of the event , or at the end of the month?

Figure 6.1 Ticketing – Logistics Checklist

D] CUSTOMER TRANSPORT
(MOST VISIBLE SIDE OF
LOGISTICS )
•Transport to a site is often the first physical commitment by the audience to an event.
The method and timing of arrival- public or private transport- is important to the
overall logistics plan. The audience may arrive almost at once, or they come and go
over a larger period of time. In both cases these needs a different logistics strategy.
•This first impression of the event by the audience can influence all subsequent
experiences at the event. For this reason, it is the most visible side of logistics for
customers. Authors comment on the importance of spectator arrival and departures
at sport events. They stress that arrival and departure is a part of the event
hospitality experience. The first and last impression of an event will be the parking
facility and the traffic control.
•The selection of the event venue or site has to take into account the availability and
cost of transport to and from the site, in addition to the transport to other facilities
has to be considered. A venue that involves a ‘long haul’ will increase overall costs
of a conference or event. It can also make the conference less attractive to delegates
and, therefore, impact on delegate numbers.
•For large events, festivals and parades, further logistic elements are introduced to the
transport of the customer to the event. In particular, permission (governorate,
highways department, police) and road closures need to be part of the logistics plan.
Solving logistics problems concerning transport and parking can become a
significant issue for event organizers and will form part of the license requirements
for the event.
•Another requirement would be to plan sufficient ‘signage’ to the event to ensure that
customers, and equipment, arrive quickly and with the minimum of disruption to the
local community.
E] SUPPLY OF PRODUCTS-
PRODUCT PORTFOLIO
•An event can be seen as the presentation of a product. Most events have a variety of
products and services- ‘a product portfolio’- all of which go to create the event experience
for the customer. For a large festival the product portfolio may include over 200 performing
groups coming from around the world. For an exhibition the product may include not only
relevant exhibition stands focused on the theme of the event, but also educational seminars.
The product could also include the venue facilities.
•If the product portfolio includes products coming from overseas, the logistics problems
can include issues such as permissions and customs clearance. A license issued by Chamber
of Commerce allows the movement of goods across international borders for exporting
goods temporarily.
•A performing artist group coming into the event is required to have clearance for all its
equipment, and needs to pay taxes on goods that may be sold at the event, for example
videos or compact discs(CDs).
 F] ON-SITE LOGISTICS
The flow of materials and people around the site and communication networks become the most
important areas of logistics.
oFlow
1. With large festivals and events, the movement of audience, volunteers, artists and equipment
can take a larger time and effort of the logistics manager. This is especially so when the site is
physically complex or multi-venued, and the audience numbers are large.
2. However, once the facilities are on site, it becomes the responsibility of the logistics manager
for their positioning, movement and operation.
3. The movement of the food and water vendors’ suppliers, security, ambulances and many more.
4. The movement of catering from the main production kitchens to the various hospitality units
could only take place before spectators arrived and at set times when crowd density would be
lighter.
The access roads through a large festival and during the event would have to
accommodate:
•artist and equipment transport
•food and drink supplies
•emergency fire and first aid access and checking
•staging equipment set up, maintenance and removal
•waste removal
•security
•Site communication.
Communication (on site communication plan )
•On site communication for the staff at a small event can be just the mobile phone or
the loud-hailer of the event manager. With the complexity of larger events, however,
the logistics plan must contain an on-site communications plan.
• This plan may simply be a list of names, positions and mobile telephone and fax
numbers; on-site locations, extension numbers and lines of responsibility illustrating
who is responsible to whom in the organization structure.
• It may be preferable for all communications to be directed through a main
communication control centre, rather than via mobile phones, to ensure that
operational issues are not confused and lines of communication remain clear.
Name Position Location/base Contact mobile Radio number Reporting to Responsible for
number

Jane Smith Event Director Roving 07771 xxxxx 001 Board Event Manager

Jackie Brown Event Manager Main Office 07771 xxxxx 002 Event Director Overall

Alan White Assistant Event Area 1   003 Event Manager All staff in Area 1
Manager 07771 xxxxx

Caroline Ross Assistant Event Area 2   004 Event Manager All staff in Area 2
Manager 07771 xxxxx

Figure 6.2 Simple communication Plan

Accommodation- whether accommodation is provided onsite or available nearby?
May include contact details
Banking facilities- where are the nearest banking facilities?
Cameras- are there any restrictions on camera usage?
Clothing- is there a suggested dress code?
Disabilities- what extra facilities/services are provided for people with disabilities?
First aid- where are these situated?
Information/meeting point- is there an area onsite where people can arrange to
meet or have any queries answered?
Lost and found- where is office located for lost and found children or items of value?
Organizer/security- where are the organizer and security offices located?
Rules- are there any rules that visitors, spectators or the audience must observe?
Telephones- where are the nearest telephones located?
Toilets- where are toilets located?
Tickets- remind visitors/audience of the requirement to bring their ticket to the event
and of any restrictions (e.g. is access restricted to certain areas?)
Video/ viewing screens- for sporting events and festivals, where are video screens
located?
Figure 6.3 Event programme information
• AMENITIES AND SOLID WASTE MANAGEMENT
•For large festivals, events and exhibitions, the layout of the amenities is always
included in the logistics site map. The site map includes the schedules for the
maintenance and cleaning of the amenities. For smaller events, these areas may be
the sole responsibility of the venue management and part of the hiring contract. As
for mega events, responsibility for cleaning the site and restoring it to its original
condition is of particular importance to an event manager, as it is generally tied to
the nature of the event.
•The movement of the audience destroyed the grass and resulted in local residents
being offensive to any further events in their area. If an event takes place in the
countryside, such as an open-air concert, a motor sport event, a cross-country race,
extra care must be taken by the event manager to minimize the impact on the
environment, particularly in protected areas such as National Parks.
• An environment impact assessment (EIA) may generally assist the event manager in
managing this. However, the National Parks may have their own specific guidelines
and rules for such events.
Overall , The Pri nci ples To C onsi der When P lan ning Ev ents In Gre enfie ld Si t es M ay F orm P art Of Th e Licens e C ondi ti ons And Incl ude The Fol lo wi ng:

•traffic arrangements (e.g. planning effective routes to minimize traffic on narrow lanes, unsuitable
routes, or local villages/towns)
•parking management (e.g. plan for if vehicles get stuck, road cleaning)
•waste management (e.g. collection and minimization of litter inside and outside the site)
•drainage considerations for the site ( including effective road surfaces for vehicle access)
•safety (e.g. different surfaces for audience/ spectators)
•Well-maintained toilets can be very important issue with the audience. In particular their number,
accessibility and cleanliness ( hand-washing and hand-drying facilities should be provided).
•The number of bins and workers, shifts, timelines for collection and removal of skips should all be
contained in the logistics plan. A plan for primary recycling- recycling at collection point- would
include both education of the public (through signage) and special bins for different types of waste
(aluminium, glass, paper).
• CONSUMABLES: FOOD AND BEVERAGE
•The logistics aspects of food and beverage on a large multi-venue site primarily
concern its storage and distribution. Food stalls or booths may be under the
management of a stall manager as there are regulations that need to be followed.
•These food stalls need transport, gas, electricity and plumbing that should be
presented to the logistics manager. Also, the scale of alcoholic beverages can present
the logistics manager with specific security issues.
•For example; at a wine and food fair, or beer festival, ‘the consumables’ are the
attraction. The collection of cash is often solved by the use of tickets that are
exchanged for the food, wine or beer items. The tickets are bought at one place on
the site, which reduces possible problems with security.
• EMERGENCY PROCEDURES

•Emergency procedures at an event can range from staff qualified in first aid, to using
ambulance service, to the setting of a comprehensive major incident or disaster plan.
The location of first aid should be indicated on the site map and all the event staff
should be aware of this. The number of first –aiders, medical and ambulance
provision will depend on the nature and size of the event.
• EVENT SHUTDOWN (CLOSING)
•The amount of time and effort spent on the shutdown of an event are in direct
proportion to the size of the event and its uniqueness. A shutdown schedule is
refined so that it can run quickly and smoothly.
•All the subcontractors know exactly how to get their equipment out and where they
are placed in the order of removal. The removal of site structures, the collection of
equipment, its repairing, cleaning, the exist of the various traders, should all be part
of the schedules contained in the logistics plan.
•The plan for the breakdown of the event is part of the initial meetings and
negotiation with contractors. The smooth flow of traffic from an event at its
conclusion must also be considered. Towing services and police may need to be
contacted for security reasons.