CHAPTER 2 EVENT CONCEPT

FUNDAMENTAL ELEMENTS OF EVENTS

Vision Goals and Objectives Site Selection Promotion Participants/Attendees Agenda Budget Timeline Food and Beverage Transportation Staffing

1. DEVELOPING THE CONCEPT

1.1 Purpose of the event1.2 Theme of the event

• Historical• Geographical and cultural• Sporting• Film, music and entertainment• Artistic• Food• objects

1.3 Venue for the event– Potential to fulfil the purpose of the event– Ambience– Location– Access by public transport– Parking– Seating capacity

• Built features (such as stages)• Cost of decoration, sound and

lighting• Cost of labor• Logistics of setting up• Food and beverage facilities• safty

1.4 Event audience1.5 Financial considerations1.6 Timing of the event

1. Season2. Day of the week3. Time of day4. Duration

1.7 Event team, contractors and other stakeholders

– Event principal/client– Talent/performer/team and manager– Cast and crew– Local community– Organising committee

• Local and government authorities

• Emergency services• Customers• Colleagues• contractors

2. ANALYSING THE CONCEPT2.1 Competition2.2 regulations2.3 marketing2.4 Community impact2.5 risk

–Cancellation by a key performer–Non – arrival of equipment–Technical failure–Transportation crisis–Accidents

2.6 Revenue and expenditure

3. DESIGNING THE EVENT3.1 Theme3.2 Layout3.3 Décor3.4 Suppliers3.5 Technical requirements3.6 Staging3.7 Entertainment3.8 Talent3.9 Catering

4. LOGISTICS OF THE CONCEPT

• Access to the site• Physical limitations• Dimension of the site• Refrigerated storage• Physical space for food preparation• Toilet facilities• Cleaning• Catering• Safety• Potential damage to the site• Provision of basic services

POSSIBLE GOALS AND OBJECTIVES

Accreditation/certification

Attract members

Celebrate

Come to a decision

Conduct business

Develop

Display

Educate

Gain knowledge

Entertain

Explore

Gain publicity

Have fun

Improve skills

Incentive enhancing

Inform

Inspire

Introduce likeminded people

Introduce new officers or

board members

Introduce new product or

policy

Improvement

Learn something new

Make a profit

Motivate

Network

Professional advancement

Recreation

Reward

Share and exchange

information

Solve problems

Support

Train

Tasks Notes Due Date

Have pre-planning meeting

Confirm defined vision

Identify your goals and objectives

Confirm financial goals

Create environmental standards

Define roles and responsibilities

Begin talking about the budget

Begin to develop timelines and checklists

DEFINING YOUR EVENT

Tasks Notes Due Date

Decide what information will be shared?

What are the target dates?

Develop agenda, format, outline

Define type of site required

Research site locations

Define type of event to have

Identify participants and their demographics

Decide how to get message out

Tasks Notes Due Date

Break down tasks assignments

Create committees

Begin talking about promotional materials

How will we get our massage out?

Determine how to set your fee?

Will outside vendors be hired?

Decide if hire outside coordination help is needed

Who will be our speakers/entertainers?

Create request for proposal

Tasks Notes

Prepare a budget for promotional materials

Decide the methods of promotion and create material for each style

Create Timelines for materials

Find printer and or web designer - get bids

Look into professional mailing companies

Begin designing material

Decide on artwork and colors

Design logo if needed

Designing Your Promotional Material Remember to create material with attention, interest, desire, promote action and use strong and inviting verbiage.

Tasks Notes

Name event

Prepare production schedule

Create registration form or sign up sheets both for web and paper

Proof and then proof again all the material

Decide method of promotionMailing ListsEmail ListsBrochureAdvertisingFlyersTelephone solicitationSave the date cardsWeb based

Send material to printer either by hard copy or electronically

Sort, distribute, deliver, mail, pass out, email, etc. promotions.

Have system for immediate rsvp’s or registration or ticket sales.

THE GOVERNMENT PERSPECTIVETHE GOVERNMENT PERSPECTIVE

1.1. National governmentNational government2.2. State governmentState government3.3. Local governmentLocal government4.4. The role of government in eventsThe role of government in events

4.1 4.1 Venue owner / managerVenue owner / manager4.2 4.2 Consent authority and regulatoryConsent authority and regulatory4.3 4.3 Service providerService provider4.4 4.4 funding bodyfunding body4.5 4.5 Event organizerEvent organizer4.6 4.6 Event / destination marketerEvent / destination marketer

5.5. Event strategiesEvent strategies

6.6. Creating celebration spaces and Creating celebration spaces and

precinctsprecincts

7.7. Events and urban developmentEvents and urban development

THE CORPORATE PERSPECTIVETHE CORPORATE PERSPECTIVE

1.Corporate use of events INTERNAL EXTERNAL

Annual General Meeting (AGMs)

Grand opening

Corporate retreats Product launches

Board meetings Sales promotion

Management meetings Media conferences

Staff training Publicity events

Team building Photo opportunities

Staff social events Exhibitions

Incentive events Trade missions

Award nights Trade shows

Sales conferences Client hospitality

Dealer network seminars Event sponsorship

2.2. Association conferenceAssociation conference

3.3. Return on investmentReturn on investment

1.1 1.1 Internal events Internal events

1.2 External events1.2 External events

THE COMMUNITY PERSPECTIVE THE COMMUNITY PERSPECTIVE

1.1.Community eventsCommunity events

2.2.The individual perspectiveThe individual perspective

3.3.Major events and the communityMajor events and the community

4.4.Strategies for community Strategies for community engagementengagement

4.14.1 Participation facilitationParticipation facilitation

4.24.2 Inclusive programmingInclusive programming

4.34.3 IncentivesIncentives

4.44.4 OutreachOutreach

4.54.5 Community development and capacity buildingCommunity development and capacity building

4.64.6 Friends of the events / event alumni associationsFriends of the events / event alumni associations

4.74.7 Local business engagementLocal business engagement

STAKEHOLDER IN EVENTS

The relationship of stakeholders

EventMoney/in kind

Acknowledgement

Editorial/advertising

Promotion

Payment/reward

Labour/support

Participation/support

Entertainment/reward

Management

Objectives

Context

Impacts

Media

Host organization

Participants and spectators

Co – workers

Host community

Sponsors

STAKEHOLDER IN EVENTS

1.THE HOST ORGANISATION

EVENT GENERATORS TYPES OF EVENT

Government sector Central government Civic celebrations and commemorations

Event corporations Major events – focus on sporting and cultural

Public space authorities Public entertainment, leisure and recreation, exhibitions

Tourism Festivals, special interest and lifestyle events, destinational promotions.

Convention bureaus Meeting , incentives, conventions, exhibitions

Arts Arts Festivals, cultural events , touring programs, themed art exhibitions

Ethnic affairs Ethnic and multicultural events

Sport and recreation Sporting events ,hosting of stage , national and international championships.

Economic development Focus on events with industry development and creation benefits.

STAKEHOLDER IN EVENTS

1.THE HOST ORGANISATION

EVENT GENERATORS TYPES OF EVENT

Government sector Education Training and educational events , academic

conference Local government Community events , local festivals and fairs.

Corporate sector Companies and corporations Promotions, product launches, image – building

sponsorships, staff training and incentive events

Industry associations Entrepreneurs Industry promotions, trade f airs, conferences ticketed sporting events, concerts and exhibitions

Arts Arts Festivals, cultural events , touring programs, themed art exhibitions

Media Media promotion

STAKEHOLDER IN EVENTS

1.THE HOST ORGANISATION

2. THE HOST COMMUNITY3. SPONSOR 4. MEDIA5. CO – WORKERS 6. PARTICIPANTS AND SPECTATORS

EVENT GENERATORS TYPES OF EVENT

Community sector Clubs and societies Special interest group events.

Charities Fundraising and profile – building events.

Sports organizations Local sporting events.

SOURCING EVENTSSOURCING EVENTS

1. Bidding for events 1. Bidding for events

2. Franchising even2. Franchising even

3. Developing existing events 3. Developing existing events

4. Creating a new event 4. Creating a new event

CREATING THE EVENT CONCEPTCREATING THE EVENT CONCEPT

1. Defining the purpose of the event 1. Defining the purpose of the event

2. Identifying the event audience2. Identifying the event audience

3. Defining the timing of the event 3. Defining the timing of the event

4. Choosing the event venue 4. Choosing the event venue

CREATING THE EVENT CONCEPTCREATING THE EVENT CONCEPT

5. Choosing the event concept5. Choosing the event concept• The brainstorming processThe brainstorming process

−Define the parameters of the event. Define the parameters of the event. −Form a group of event stakeholders and colleagues. Form a group of event stakeholders and colleagues. −Brief them on the event context and the parameters of Brief them on the event context and the parameters of

the event.the event.−Brainstorm a wide range of event concepts and ideas.Brainstorm a wide range of event concepts and ideas.− Identify the ideas that best serve the needs of the event.Identify the ideas that best serve the needs of the event.−Evaluate and refine an event concept.Evaluate and refine an event concept.

6. Sumarising the event creation process6. Sumarising the event creation process

EVALUATING THE EVENT EVALUATING THE EVENT CONCEPTCONCEPT

1. The marketing screen1. The marketing screen

2. The operations screen 2. The operations screen

3. The financial screen3. The financial screen

The End