EVENT

CONCEPTS

STAKEHOLDERS
Getz states that stakeholders are those
people and groups with a stake in the
event and its outcomes, including all
groups
participating
in
the
event
production, sponsors and grant-givers,
community representatives, and anyone
impacted by the event.

STAKEHOLDERS
According to Allen et. Al:

Host organization
Host community
Co-workers
Event sponsors
Media
Participant/ spectators

COMMUNITY
Authorities/
Government
Agencies
Media
Principal Person or
organization, client

Service
Contractors/
Suppliers

Sponsors,
Donors
Event
Audience/Spectators
Participant/Performers

Purpose of the Event

The most important factor to be

considered in developing the event
concept.
This factor should drive all planning
and assist in sorting out differences
of opinion and managing conflict.

Example of Purpose of Event for

Conferences:
1.

2.

To facilitate an exchange of information,

bringing participants up to date with the
latest changes in financial planning
software products.
To achieve a memorable put-of bodyexperience for financial planners in order
to develop a positive association with a
new software product.

OBJECTIVES
Planning for an event should also
involve defining specific, measurable
objectives.
This may include targets for the
following:

1. Number of people attending

2. Number of participants
3. Contribution of sponsors
4. Value of grants and donations
5. Break even or amount of profit
6. Goals for charitable contributions
7. Level of media exposure
8. Number of repeat visitors
9. Value of merchandise sold
10.Value of food and beverage sold
11.Number of exhibitors stall holders

SCOPE OF THE EVENT

This encompasses the date, time,
duration and size of the event.
This is dependent
resources.

on

available

Resources
may
be
HUMAN,
PHYSICAL, FINANCIAL and TIME.

EVENT
VENUES AND
SITES

Analyze venue or site

requirements
Two main considerations in evaluating
the suitability of a venue or site:
1.
2.

The functionality of the venue

Suitability of the site for the events
creative purpose

Selection site process

Research potential venues and sites using
appropriate information sources.
Compare environment and services offered with
event specifications

Evaluate venue and site capacity to deliver a

range of quality outcomes

Negotiate and liaise with venue and

site personnel

Identify risk management issues

associated with specific venues and
sites
Assess the need for tentative
bookings and take action promptly

Coordinate multiple site or venue selections

when required in a logical manner

Provide clear and accurate briefings on venue

or site options to key stake holders

Provide recommendations and rationale

Gain appropriate approval and confirm agreements

Factors to consider when

choosing a venue:

Potential to fulfill the purpose of the

event
Ambience
Location
Accessibility
Parking
Seating capacity
Built features

Factors to consider when

choosing a venue:

Cost of decoration, sound and lighting

Cost of labor
Logistics of setting up
Food and beverage facilities
Safety
(Attraction, Access, Amenities, Amount,
Audience)

Event Audience
When organizing an event, the
needs of all the participants must be
considered before finalizing the
concept.

Financial Considerations
BUDGET- is the estimate of revenue
and expenses. It provides data on an
events funding requirements as well
as a means to monitor expenses.
Major budget points include:
Cost, Revenue, Break even point and
Cash flow.

COST- refers to the expenses or how

much it will take to stage the event.
REVENUE- refers to how much the
event earns in gross receipts.
BREAKEVEN POINT- is the minimum
point where revenue meets cost.
CASH FLOW- the inflow and outflow
of money

Timing of the event

Linked with seasons or weather

Factors:
1.
2.
3.
4.

Season
Day of the week
Time of the day
Duration

Lead time- time available for planning and

implementation

Event Team, Contractors, and

other Stake holders

Talent/Performer
Cast and crew
Service providers
Suppliers
Employees
Volunteers
Emergency services

EVENT
CONCEPT
FEASIBILITY

COMPETITION
involves looking at the timing and
duration of other events, even if they are
unrelated.
ENVIRONMENTAL SCANNING-analysis of
the political, environmental, social and
technological impacts

REGULATIONS
A wide range of laws and regulations
have an impact of staging an event
and these can severely limit the
creativity.

MARKETING
how to sell an event is very
important part of the initial planning,
the timing of marketing efforts are
very crucial.

COMMUNITY IMPACT

The impact of an event to a

community is a major consideration
in the planning stage.
It is absolutely essential that
community benefits are explained
and other impacts considered as part
of the event proposal.

RISKS

Weather- greatest risks to the attendance,

enjoyment and success of most events.

Other risks:
1.
Cancellation by a key performer
2.
Non-arrival of equipment
3.
Technical failure
4.
Transportation crisis
5.
Accidents
6.
Safety and security

RISK MANAGEMENT
it is the assessment of risk and
measures taken to alleviate its
effects.
RISK- the possibility of loss or injury

Risk Management functions include the

following:
1.
Recognizing
the
need
and
identifying the risk.
2.
Reacting to the need and knowing
what can be done to mitigate loss.
3.
Recording or tracking measures and
improving on them.
4.
Relaying or communicating the
mitigation plans

DESIGN
THE
EVENT
(The creative elements that must be
considered)

THEME
The theme should appeal to all the
senses: Touch, Smell, taste, sight
and hearing.
*Keep in mind the needs of the
audience when planning, for example
the kind of music to be played.

THEME
The theme of the event should be linked
to the purpose.
It should be completely compatible with
guest/audience needs and consistent in all
aspects.
Potential themes are endless, limited only
by your imagination and the customers
pocket.

Examples of theme:

Historical
Geographical
Cultural
Sporting
Musical
Entertainment
Artistic
Food and Wine
Objects

LAYOUT

This creative element is given far too

little consideration.

Example: (If layout is not given

attention)
- Too much open space
- Too much light
- Limited opportunity for people to mix

DECOR

Fabrics, Decorative items, stage

props, drapes and table settings
Floral arrangements
Bridges
Fireworks

SUPPLIERS
Good relationships will suppliers
will ensure that only quality products
will be received.

TECHNICAL REQUIREMENTS

Speakers
Microphones
Lights and sounds

ENTERTAINMENT
For some events, entertainment is
central, for other events it is
peripheral. The most important thing
is that the entertainment suits the
purpose of the event, not detracts
from it.

TALENT
May come in the form of the following:
Musical performers
Dancers
Athletes
Golfers
Conference speakers
When talent is the focal point, management
of the talent is exceptionally important.

CATERING
Nothing makes participants at an event more
frustrated than delays in service and poor quality
food.
Food quality and selection must be taken into account .

SERVICE
Matheson states that:
The intangible aspects of the
event are vitally important. These
include the atmosphere or ambience
and the factors that contribute to the
uniqueness
of
the
visitors
experience. This is provided largely
by the staff and volunteers.

FROM
CONCEPT TO
OPERATIONAL
STAGE

The logistical elements

Access to the site (Can vehicles come

close enough for off loading or parking?)
Physical limitations ( Will the size or
shape of the stairs make it possible to
move the heavy equipment?)
Dimensions of the site (Is it high, too
low or too narrow?)
Refrigerated Storage (Is it sufficient?)
Physical space for food preparation (Is
it too small?)

Toilet facilities (Are they fixed or

portable?)
Cleaning (Is it contracted?)
Catering (Will there be any physical
problems with transporting, storing, and
serving food?)
Safety (Are patrols, exits, fire procedures,
first aid, etc all in place?)
Potential Damage to the site (Is there
a danger of flowerbeds being trampled?)
Provision of basic services (Are water
and electricity laid on?)