event chapter 7

7/31/2019 EVENT Chapter 7

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CHAPTER 7

Event Planning and LogisticsLearning Objectives

1. Understand the initial event planning process- conducting

a feasibility study.2. Review the factors that must be considered in

implementing an integrated planning strategy.

3. Discuss the Logistics of event planning

4. Know some event planning tools that area used to set tracktasks.


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Chapter 7 sheds the light on the entire event planningprocess- from conducting a feasibility study and risk audit

and outlining what information needs to be included in a

bid of document to detailing the myriad factors that must

be considered when carrying out an integrated planning

strategy.

With the event plan in place, the problem logistics is

addressed, including the logistics of site management,

security, communication, traffic and protocol.

Also discussed are event planning tools to ensure that the

schedule is on track.


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As planning is a dynamic process,professional event manager must

be ready to react to any eventually.


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Event Planning: Initial Process

Planning an event is a continuous and dynamicprocess. It looks at future considerations andconsequences ,while monitoring internal andexternal forces.

Part of planning is anticipating possibleinfluences and problems so that suitable actioncan be taken should any problem occur.


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Whether it is recurring or a new one-off event, itrequires a constant planning strategic process. Evena recurring event or a small community event,perhaps a permanent yearly feature in a village or

citys calendar involves planning.There are constant changes to the environment,competitiveness of market, travel behaviour andstakeholder involvement.

If it is hoped that an event will be sustained anddevelop over time, strategic proactive planning mustbe in place. The event must continue to add value,with constant quality improvements.



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Planning involves a systematic decision-making

process. An initial feasibility study on likelihoodof success and reaching the event objectivesshould be followed by a yes or no decisionproceed



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P

lanningevaluat

iona

nd

feedback

process

Overall event Planning

Implementation /monitoring

Detailed Planning

Preliminary Planning

Decision to proceed or stop

Feasibility study/Analysis ofbid process (one-off event)


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A constant evaluation and feedback mechanismshould be in place throughout the planningprocess allow necessary amendments orcorrections to be made.

The planning process should factor in the needto conduct an overall evaluation of the event atthe end.



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Planning for an event involves many factor thateverything must be clearly documented to prevent

confusion, misunderstanding and task beingcommitted or not being completed on time.

Standard operating procedures (SOP) providing a

road map need to be in place for each possible eventoccurrence. This means an event leader or teammust become accountable for their actions and begoverned by regulations.



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There should be unambiguous, offering ananswer flow until final conclusion of theproblem. Whether the SOPs are uploaded on an

event Internet system for access by thoseinvolved in the event or laid out in a printmanual, each event staff member should knowtheir responsibility within these producers. The

SOPs will be a constant source of referencesuntil event shutdown. Depending on the scaleand magnitude of the event, SOPs can vary in amount, formality and detail.



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FEASIBILITY STUDY

Feasibility analysis should be undertaken with a

permanent event to determine changes that may berequired to sustain and develop the event, or whetherfurther resources should be committed to the event.


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The feasibility study should include:

Event Description

Feasibility of making a bid

Budgeting and financing

Fitting with overall tourism strategy

Impact audit

Opportunity costs Stakeholder support

Sponsorship


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The feasibility study should include:

Support services

Event delivery

Competitive audit

Infrastructure and capacity

Marketing promotion

Creating an event legacy


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RISK AUDIT

During the feasibility study stage event planners shouldlook at the potential at risks involved With this should be acontingency planning on ways to deal with these risksshould be occur.


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Risks have various levels, requiring

suitable measured responses:

Financial

Weather

Security

Destination image

Food safety

Public utility failure Corruption

Venue failure


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BID PROCESS

A bid process can occur either for hosting an event for thefirst time or on a recurring basis.


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BID PROCESS

Often international or regional tourism eventsrequired the preparation of a bid document.

An event company will need to pitch in to winevent business such as product launches, cocktail

receptions and concert, and will similarly investin and prepare event proposal.


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BID PROCESS

Clients of corporate events look criteria such ascosts and budge; background and experience of

the event company ; previous dealings with theevent company and whether it has handled anevent before for them; network of the event

company on issue of ticket distribution andmedia, community, and governmentconnections, whom they may wish to attend theevent.


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BID PROCESS

There may also be the issue of personalities-whether the client and the event company are

able to work amicably with each other. The eventclient may not have formal bid criteria butmerely an event idea that the event company

would have to work upon.


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BID PROCESS

A BID DOCUMENT OR EVENT PITCH SHOULD BE

A PERSUASIVE AND CONFIENCE-INSPIRING. THEINFORMATION SHOULD CONTAIN DIRECT ANDINDIRECT CUES OF WHY BIDDER IS THECOMPNY OR DESTINATION CHOICE. It should

naturally answer the event objective and criteria.


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The general bid document couldcontain the following information: Endorsement letter and testimonials

City and destination profile

Other events

Economy

Venue

Accommodation Dining venue

Programme suggestions

Budget


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Physical capacity

ImpactAssessment

IntegratedPlanningStrategy

Infrastructure

FinancialManagement

Transportationand links

StakeholderInvolvementSocial Exchange

HumanResourceManagement

DestinationMarketingStrategy

OnSiteArrangement

Destination andVenue

Factors to consider whenplanning for an event


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Factors to Consider in Budget Design

Fixed Costs

Operational Costs

Variable Costs

Revenues

Breakeven point

Control Policies Price fluctuations


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The Organizational Structure for

Event Marketing Department


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The HR Process


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Volunteers


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Event LogisticsWith an event in place, the role of logistic teamis to ensure that the programme stays on track.

There should essentially be no direct eventintervention, but maintenance of the scheduledflow of the event. The logistic team coordinateswith several other groups throughout the

planning to the actual staging of the event. Thesegroups include those concerned withproduction, security, hospitality,communication, transportation and on-

site arrangements.


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SITE MANAGEMENT FLOW

SECURITY COMMUNICATION

ENVIRONMENTAL MONITORING ANDWASTE MANAGEMENT

HOSPITALITY HOSTING PROTOCOL

Guest Honour, Titles, Arrival and Greeting

Sequence, Seating sequence, Flags andanthems


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THE MEDIA

TRAFFIC

QUEUES AND SIGNAGE

TICKETING

EMERGENCY, RISK ANDCONTINGENCY PLANNING

STAFF PROVISIONING SHUTDOWN


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Logistic System

Review andEvaluate

ProgrammeSetting

Input andupdateEvaluate


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Event Planning ToolsDepending on the event size and the number of

details to be taken care of, it can be difficult toremember what to do and when to do it withoutkeeping good record.

Several tools are used in event management toplan and systematically set and track tasks thatrequire action to efficiently stage the event.

They follow for the event schedule to be constantlymonitored and for corrective action to be taken ifneeded to keep to the event timetable.


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GANTT CHARTS

CRITICA PATH ANALYSIS (CPA) PROGRAMME EVALUATION AND

REVIEW TECHNIQUE

WORK BREAKDOWN STRUCTURE(WBS)

Event Planning Tools


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PROGRAMME EVALUATION AND

REVIEW TECHNIQUE (PERT)


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Planning an event is a dynamic processand involves a systematic decision makingprocess. There should be an initialfeasibility study that examines thepossibility of success together with a riskaudit so that a contingency plan can be put

in place


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Some events have a formal bidprocess to go through, and the

necessary information must begathered for the bid document.


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There are numerous factors to considerwhen planning, including destination and

venue, physical capacity, impactassessment, infrastructure transportationand links, financial management,stakeholders involvement, social exchangeand human resource management.


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With event plan in place, the logisticteam must handle issue of site

management, security,communication, waste management,hospitality hosting, protocol, the

media, traffic, signage, contingencyplanning, staff provisioning andshutdown


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Event planning tools like Gantt charts

and Critical Path Analysis networksare used to keep track of tasks andtheir completion dates, to ensure that

the event timetable is being followed.


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END CHAPTER 7

event chapter 7

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