Chapter 3

The event planning context

 Learning objectives

3.1 Identify challenges and opportunities linked to

the social, political, legal and regulatory, economic
and environmental contexts that might need to be
addressed or exploited through the event planning
process
3.2 Discuss the legacy dimension of events and how
to plan for these legacies
3.3 Event Management Process and checklist
 3.1 Contexts of even planning

• Events have both positive and negative impacts

• Positive impacts must be developed and maximised
• Negative impacts need to be addressed through
awareness and intervention
• The task of the event manager is to balance the
impacts of events in the interests of all stakeholders
 Social and cultural context

• Many types of events have a direct social and

cultural effect on their participants, as well as in
some instances, their wider host communities (Hall
1989; Getz 2005)
 Social and cultural context

Positive Negative
• Shared experience • Community alienation
• Revitalising traditions • Negative image
• Building pride • Bad behaviour
• Validation of • Substance abuse
community groups • Social dislocation
• Increased participation • Loss of amenity
• Introducing new ideas
• Expanding perspectives
 The political context

• Ever since the Roman emperors discovered the

power of the circus to deflect criticism and shore
up popularity, shrewd politicians have had an eye
for events that will keep the population happy and
themselves in power
 The political context

Positive Negative
• International prestige • Risk of event failure
• Improved profile • Misallocation of funds
• Promotion of • Lack of accountability
investment • Propaganda
• Social cohesion • Loss of community
• Development of ownership and control
administrative skills • Legitimation of
ideology
 The legal and regulatory context

• Event organisers must be aware of the multitude of the

laws and operational requirements to which they must
adhere
• These can extend to:
• Equal opportunity
• Disability discrimination
• Health and safety
• Data protection
• Requirements for working with young people
• food hygience
• Etc.
 Environmental context

Positive Negative
• Showcasing of the • Environmental damage
environment • Pollution
• Providing best practice
• Destruction of heritage
models
• Increasing awareness • Noise disturbance
• Infrastructure legacy • Traffic congestion
• Improved transport and
communication
• Urban renewal
 Economic context

Positive Negative
• Destination promotion • Community resistance to
and increased tourist tourism
visits • Loss of authenticity
• Extended length of stay • Damage to reputation
• Higher yield • Exploitation
• Increased tax revenue • Inflated prices
• Business opportunities • Opportunity costs
• Commercial activity • Financial mismanagement
• Job creation and loss
 Economic impact studies

• Identify all expenditure involved in the staging of an

event
• Determine their impacts on the wider economy
• Expenditure from events can be direct, indirect or
induced
 3.2 Event legacies

• Governments seeking to host events has shifted from

short-term to long-term outcomes (often referred to
as the legacy of events)
• An event with an operational balance sheet that
reflects a loss may still be supported as it has the
capacity to generate long-term positive legacy in the
form of:
• Improved infrastructure, transports and
communication facilities
• Urban regeneration
• Increased awareness of the host destination
 BENEFITS OF EVENTS

• Structural expansion of the visitor economy

• Alignment of tourism with other strategies
• Marketing and promotion
• Environmental impacts
OBJECTIVES OF EVENT MANAGEMENT

Objectives should always be SMART:

• SPECIFIC to the particular event and particular aspects of

it
• MEASURABLE express the objectives in numbers and
quantities
• AGREED make sure all team members know the
objectives
• REALISTIC set objectives the organising team can
realistically achieve
• TIMED set a timescale for achievement of the objectives
 5 C’s of Event Management

• Organizing a successful event requires meticulous planning,

careful coordination, and a keen eye for detail.

• Whether it’s a corporate conference, a grand wedding, or a

music festival, the art of event management is no easy feat.

• Behind every seamless event lies a well-thought-out strategy

that ensures everything falls into place.

• One such strategy that serves as the backbone of event planning

is the understanding and implementation of the 5 C’s of event
management.
 5 C’s of Event Management…..

These 5 C’s—Concept, Context, Content, Coordination, and Communication—play a pivotal

role in orchestrating unforgettable experiences.

1. Concept
• At the heart of event management lies the concept, the guiding principle that sets the tone
and direction for the entire event.
• The event concept encompasses the vision, theme, and purpose of the gathering. It acts as a
compass, guiding event planners through the maze of decision-making.
• Understanding the concept enables the event manager to make informed choices, ensuring
that every aspect of the event planning process aligns with the overarching theme.
• For event culmination, the 5 C’s are deeply intertwined with the concept, as they are
instrumental in bringing the vision to life and creating a cohesive experience.
 5 C’s of Event Management…..

2. Context
• To create an exceptional and successful event, it is imperative to delve into the context
surrounding it. This involves gaining a deep understanding of the event’s purpose, target
audience, and the environment in which it will take place.
• A thorough analysis of the event’s context allows the event team to tailor their strategies,
ensuring that every element resonates with attendees for peak event control.
• Identifying the target audience helps shape the event experience, ensuring it caters to their
needs and preferences.
• Selecting the perfect location and venue adds another layer of context, as it sets the stage
for a memorable event, making attendees feel connected and engaged when the event
begins.
 5 C’s of Event Management…..

3. Content
• Compelling content is the lifeblood of any event. It encompasses the program, speakers,
performers, and activities that captivate and inspire attendees.
• Crafting a compelling program that strikes the right balance between education,
entertainment, and engagement is crucial. Selecting speakers and performers who possess
the ability to captivate the audience ensures a memorable experience. Creating interactive
and immersive during and post-event activities that foster connections among attendees
elevates the event’s impact.
• The content of an event should be carefully curated to ensure it aligns with the concept,
resonates with the audience, and leaves a lasting impression.
 5 C’s of Event Management…..

4. Coordination
• A successful event requires efficient event coordination of numerous moving parts.
Identifying and managing resources such as human capital, technology, and finances is
paramount.
• Developing comprehensive timelines and schedules allows for a seamless flow of activities,
leaving no room for hiccups. Effective management of event logistics during the planning
and control phase, including transportation, accommodation, and security, ensures a smooth
experience for both organizers and attendees.
• Coordination is the glue that holds the event together, making it essential for every aspect
to be harmonized and executed flawlessly.
 5 C’s of Event Management…..

5. communication
• Effective communication is the key to ensuring that all stakeholders are on the same
page.
• Developing a communication plan enables the event planning company to convey
information clearly and timely.
• Regular coordination with vendors and suppliers ensures that expectations are met
and potential issues are addressed proactively. Communicating with attendees, both
before and during the event, creates anticipation, provides valuable information, and
allows for personalized experiences.
• A well-executed communication strategy enhances engagement and quality
improvement while building trust between event organize and participants.
 Event Planning Steps: How to Plan an
Event
• The main objective of event planning is to create an
exceptional experience for attendees while
achieving the event’s goals.

• These events play a significant role in driving brand

awareness, generating leads, and establishing
industry credibility. Because of these
benefits, 71% of marketers have begun
experimenting with new event formats.
 Event Planning Steps: How to Plan an
Event
• What does an event planner do?
Event planners manage various tasks throughout the event-planning process.
They work closely with clients to understand the latter’s event objectives,
target audience, and desired outcomes while ensuring a smooth execution
that leaves a lasting impression on the attendees.
For example, an event planner organizing a corporate conference would be
responsible for the following tasks:
• Securing a suitable venue
• Managing registrations and ticketing
• Coordinating the audiovisual equipment
• Arranging catering and accommodations
• Designing the event program
• Overseeing the logistical operations
Event Planning Steps: How to Plan an
Event
 1. Understand the reason for the event

• Begin by clearly defining the purpose of your event and

the specific objectives you want to achieve.
• You need to know what you want from the event.
• For example, do you want to make new business
contacts, establish industry authority, or generate leads?
These goals will guide the whole planning process.
• The event also has to fit with the company’s or client’s
bigger aims.
• That’s why working closely with clients or people
invested in the event is important.
2. Identify your target audience

• Thoroughly research the target audience, including

their demographics, professional backgrounds, and
interests.
• Understand their pain points, needs, and desires to
tailor your event to their expectations.
• Example - Consider demographics, professional
backgrounds, and pain points. How old are the
attendees, and what do they like? What are they
hoping to see at the event?
3. Set a budget

• Establish a realistic budget that aligns with the goals

and objectives of your event.
• Allocate resources strategically to maximize the
impact of your event within the required budget.
• Example - Consider expenses such as venue rental,
catering, speaker fees, marketing materials,
technology, and event staffing.
4. Choose a date and venue

• Choose a date that will minimize conflict with other

industry events or major holidays.
• Consider the seasonality and weather conditions
that might affect attendance and logistical
requirements.
• Choose a venue that reflects the tone and image you
want to convey and provides the necessary facilities
to accommodate your audience comfortably.
5. Create a project timeline

• Develop a detailed project timeline that outlines all

the necessary tasks and deadlines leading up to the
event.
• Use a project management tool (example Motion) to
streamline collaboration and ensure timely event
execution.
• Example - Include milestones for securing vendors,
finalizing the program, designing marketing
materials, and managing logistics.
6. Choose your vendors and suppliers

• Research and select vendors and suppliers who

specialize in professional business events and can
deliver high-quality services.
• This may include caterers, florists, audiovisual
technicians, event planners, or other professionals
who can contribute to the success of your event.
• Collaborate closely with them to align their services
with your event objectives.
7. Market your event

• Craft a comprehensive marketing strategy to

promote your event effectively.
• Use various channels, like email marketing, social
media, industry publications, and targeted
advertising, to reach your desired audience.
• Highlight the unique value proposition of your
event and its relevance to your target attendees,
compelling them to register and attend.
8. Prepare for the event

• Ensuring you have everything you need for the

event is important for a smooth experience.
• This means you need all the right equipment, like
speakers, screens, signs, and systems for registering
people.
• It’s also a good idea to do a few rehearsals or run-
throughs to catch any problems before the big day.
 Event-planning checklist

Event-planning checklist
Event agenda Speakers or entertainers
Venue and seating plan Event technology
Event theme and entertainment, Permits or licenses
lightening if required
Catering Accessibility
Suppliers Health and Safety
Marketing and promotion, Branding Security
Registration and tickets Guestlist and invitations
Event Staff Backup plan
Sponsors and exhibitors Emergency handling and First aid
Feedback
 Event planning tips

• Start planning early (Give yourself plenty of time to plan and organize the event, especially if it’s large or complex. Don’t
leave everything to the last minute.)

• Pay attention to details (It’s the small things that make an event amazing. Ensure that every event detail, from the seating
arrangements to the lighting, is carefully planned and executed.)

• Consider event planning trends (The business event landscape is constantly changing. To stay current and keep your
events exciting, stay in the know of the latest trends in event planning.)

• Communicate effectively (Ensure that all stakeholders, including vendors, suppliers, and attendees, are kept informed
about the event and any changes to the plan.)

• Be flexible and adaptable (Be prepared to adjust your plan as needed and have a contingency plan in case of unexpected
issues or challenges.)

• Assess the event’s success (Gather feedback from attendees and stakeholders of the event, and use it to identify areas
for improvement for future events.)

• Take care of yourself/Teams mental health (Event planning can be stressful, so take care of yourself and your team members. Be
mindful of your team’s mental health, and celebrate your successes throughout the event-planning process.)