Management of Conventions, Events and Exhibitions
sample events output (NC III Events management format)
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Sample event contracts
events_contract_sample_1.pdf |
events_contract_sample_2.pdf |
events_contract_sample_3.pdf |
events_contract_sample_4.pdf |
events_contract_sample_5.docx |
events_contract_sample_6.pdf |
events_contract_sample_7.pdf |
Lesson Topic 1 - Introduction
What is M.I.C.E ?
M.I.C.E is the acronym for
Meetings, Incentives, Conventions and Exhibitions (or Events)
In other countries, it is called
Meetings, Expositions, Events and Conventions (MEEC)
MEETING is referred to gatherings of two or more people. This term could encompass meetings that are also called “CONVENTIONS”, “CONGRESSES”, “SYMPOSIA”.
If one adds displays of materials or product to a meeting, then has a trade show or EXPOSITION or EXHIBITION component.
When sporting, social or life cycle activities are added, then a generic term encompasses them all is EVENTS.
Industry Terminologies and Practices
MEETING
An event where the primary activity of the attendees is to attend educational session and participate in discussions.
EXHIBITIONS
[1] An event at which the primary activity of the attendees is to visit exhibits on the show floor.
These events primarily focus on business-to-business (B2B) relationships.
[2] A display of products or promotional materials for the purposes of public relations, sales and / or marketing.
TRADE SHOW
An exhibit of products and services targeted to a specific clientele and not open to the public.
SEMINAR
[1] a lecture and dialogue allowing participants to share in a particular field under the guidance of an expert discussion leader.
[2] a meeting or series of meetings of ten to fifty specialists who have different specific but have a specific common interest and come together for training or learning purposes
WORKSHOP
A training session in which participants, often through exercises, develop skills and knowledge in a given field.
CONFERENCE
A participatory meeting designed for discussion, fact finding, problem solving and consultation. Although not generally limited in time, conferences are usually of short duration with specific objectives and are generally on a smaller scale than congresses.
BREAK – OUT SESSIONS
Small group sessions, panels, workshops, or presentations offered concurrently within the event, formed to focus on specific subjects.
PANEL DISCUSSION
Instructional technique using a group of people chosen to discuss a topic in the of an audience.
In worldwide scale...
Convention Industry Council
Is an organization promoting the advancement of MICE.
It represents a broad cross section with 34 member organizations representing more than 103,500 individuals as well as more than 17,300 firms and properties involved in MICE
Formed in 1949 t0o provide a forum for member organization seeking to enhance the industry.
In the Philippines…
Sections 25 and 45 of Republic Act 9593 provides that the Philippine Convention and Visitors Corporation is reorganized and renamed as the Tourism Promotions Board (TPB) which shall be a body corporate under the supervision of the Secretary and attached to the Department of Tourism.
Mandate
Responsible for marketing and promoting the Philippines domestically and internationally as a major global tourism destination , highlighting the uniqueness and assisting the development of tourism products and services, with an end view of increasing tourist arrivals and investment;
It shall market the Philippines as a major convention destination in Asia;
It shall take charge of attracting, promoting, facilitating and servicing large scale events, international fairs and conventions, congresses, sports competitions, expositions and the like;
Ensure regular advertisement abroad of the country’s major tourism destination and other tourism products;
It may also provide incentives to travel agencies abroad which are able to draw tourists and tourism investments to the country.
BEGINNINGS AND DEVELOPMENT
ANCIENT TIMES
Exhibitions have been going on since the ancient times, when traders would hold occasional encampments and entertainers would find a ready festive audience.
THE GREAT EXHIBITION, LONDON, ENGLAND
The French has already made a tradition of exhibition since the 1700’s but the first world’s fair of considerable size was The Great Exhibition in London, England in 1851 with 6 million visitors and 17,000 exhibitors of different nationalities.
EXHIBITION of the INDUSTRY of ALL NATIONS, New York
Two years later, the Americans followed suit with their “Exhibition of the Industry of All Nations” in New York with 5,000 exhibitors from 23 countries showcasing new inventions such as the Telegraph by Samuel Morse.
Eiffer Tower, Exposition Unverselle, Paris, 1889
The First Ferris Wheel, Columbian Expo, Chicago, 1893
PROGRESS in HARMONY of MANKIND 1970, Osaka Japan
The World’s Fair 1970 held on March 15l to September 13, 1970 in Osaka was the first World Exposition held in Asia. There were 32 Japanese Pavilions and 95 international pavilions representing 80 countries.
MICE in the PHILIPPINES
Manila became the first international meetings destination in Southeast Asia when it hosted the International Monetary Fund (IMF) Meetings in 1976 at the newly inaugurated Philippine International Convention Center (PICC).
The full blast construction of tourism infrastructure called for the development of an academic program and manpower training. Hence, the Asian Institute of Tourism was established as a degree – granting unit of the University of the Philippines System in 1976.
Lesson Topic 2 - Event Organizers and Sponsors
Who holds the GATHERINGS?
The three (3) most significant entities that organize and sponsor MICE gatherings are:
Corporations
Virtually, all business has the needs that require them to plan and execute gatherings.
Publicly held companies have a legal requirement to hold annual meeting of shareholders.
They also have continuing needs to train key personnel in matters of company policy and procedures, or:
To develop new policies and procedures and to improve their effectiveness.
Associations
Gatherings such as annual conventions, topical conferences, world congresses, and topical workshops and seminars are held for the benefit of the association’s membership.
Other gatherings need to be held for the betterment of the organization.
Government
Governmental entities at all levels have continuing needs to hold gatherings since they have continuing needs to communicate and interact with many constituent bodies.
These meetings involve the attendance of world leaders, with large groups of protesters and supporters, or a small group of elected local official holding a legislative retreat.
Government meetings are subject to many rules.
Entities that Help Organize Gatherings
Destination Marketing Organization (DMO’s)
DMO’s are often called convention and visitor bureaus (CVB’s) are non – profit organizations charged with representing a specific destination and helping the long – term development of communities through a travel and tourism strategy.
Purpose of DMO’s
DMO’s are primarily not-for-profit organizations charged with representing a specific destination helping the long term economic development of communities throughout the travel and tourism business.
DMO’s are usually membership organizations bringing together local business that rely on tourism and meetings for revenue.
For visitors, DMO’s are like a key to a city.
As an unbiased source, DMO’s can serve as:
Why DMO’s are valuable to a meeting planner?
If DMO’s do not charge their services, how do they make money?
Lesson Topic 3 - Events Management
There are three (3) words to remember when organizing an event:
Plan.
Do.
Check.
There’s no “next time” for an event. Careful planning and execution is a MUST.
Many of us have observed events, most of us have participated in events but few of us have managed events.
As an event manager, you are there to do far more than just observe. You are there to ensure the smooth running of the event, to minimize the risks and to maximize the enjoyment of the event audience.
Size of Events
MEGA EVENT
These are generally targeted in international markets.
All such events have a specific yield in terms of increased tourism, media coverage and economic impact.
HALLMARK EVENTS
Hallmark events are designed to increase the appeal of specific tourism destination or region.
MAJOR EVENTS
These events attract significant local interest and large number of participants as well as generating tourism revenue.
MINOR EVENTS
Most events fall into this category and it is here that most event managers gain their experience.
Types of Events
SPORTING
Sporting events are held in all states and territories and they attract international sports men and women at the highest levels.
ENTERTAINMENT, ARTS AND CULTURAL FESTIVALS
COMMERCIAL, MARKETING AND PROMOTIONAL EVENTS
MEETINGS, CONVENTIONS AND EXHIBITIONS
FAMILY EVENTS
FUNDRAISING
MISCELLANEOUS EVENTS
Lesson Topic 4 - The Events Team
Event Manager
An EVENT MANAGER is generally supported by at team which grows exponentially as the event draws near. A planning team that works together for a year explode into a team of 500 for the short period of the event.
This phenomenon has been termed the “pulsing organization” by Alvin Toffler (1980) who coined the term to describe organization that expand and contract in size.
It is important to note that the event manager typically works with a number of contractors. This could include any of the following:
STEP ZERO: Organizational Structure
From a classroom perspective, the first thing to do in events management is to create an organizational structure – that is appointing or the different personalities in the group to create the working committees.
Organizational Structure – based from Convention and Exhibition Manual by Latvian Consul General Robert Lim Joseph:
It includes:
Chairperson and five operating committees including the secretariat.
Secretariat
Responsible for:
Program Committee
Takes care of the business sessions (for conventions) opening and closing ceremonies, promotions, physical and technical arrangements.
Finance
One of the first things that finance committee should do is to determine the cost of events and the sources of funds and when these funds would be made available.
Finance’s primary source of funds is ticket / registration fees.
Finance should study past ticket prices and or registration fees and analyze if a higher fee can be charged without significantly reducing the attendance.
Some sources of additional funds include:
Sponsorship
Company / product exhibits (in the event venue)
Donations from establishments, professional groups and subsidies from municipal, provincial or city government and other agencies with direct interest in the event.
Event Promotions
Is directed towards attracting participants and stimulating support for the event.
All promotional activities must be measured against this yardstick since promotion can be very expensive.
Each event promotional activity must be: attractive, cost effective, informative and timely.
The main components of a promotional program are:
Organizers of successful events attest to the effectiveness of telephone calls, text messages, and personal letters to influential friends.
Personal communication is most effective as a means of counteracting any negative publicity that could jeopardize event attendance.
Publicity is a type of promotion that consist little or no cost at all.
Example: words of mouth.
Outdoor décor – billboards, banners and other types of outdoor décor, in general, are very attractive but can be expensive.
Promotional trips – promotional trips (school visits, bar tours, office blitz) are perhaps the most expensive item in the promotional campaign but they are absolutely necessary.
Lesson Topic 5 - Planning Events
Create that WWWWWHOW!!!! in your EVENT!
What event?
Why such event?
When will the event be held?
Where will the event be held?
Who are the expected attendees of the event?
How many participants are expected?
Planning is the process that involves setting objectives and the means to achieve them.
A Quick Run – Through of the Steps in Planning for an Event
Create an Event Concept.
Test the idea by doing feasibility study.
Scan the environment for opportunities and threats.
GUIDE QUESTIONS: who are the target attendees? Is the project sellable? Will the school allow this type of event? Is it timely? Who are the competitors? Who are the potential partners and sponsors?
Upon selecting a project, decide of the theme and specific objectives.
Secure the approval of the school authority.
List all the necessary tasks and group them together.
GUIDE QUESTIONS: Who will invite the resource persons and special guests? Who will reserve the venue? Who will negotiate with the sponsors? Who will manage the finances?
Allocate each group of tasks to each committee.
Assign each task to a specific person.
Adjust the organizational structure as needed.
GUIDE QUESTIONS: does everyone have an assignment that harnesses his/her talents? Is there a need to hire additional people? How would you hire them?
Create a timetable.
Estimate the time to accomplish each task. Determine the sequence and relationship of tasks. Set deadlines.
Gantt chart is an effective tool of monitoring tasks to be accomplished.
Identify revenue sources.
Allocate resources. Create budget.
GUIDE QUESTIONS: Are we selling tickets? What are the expense items? What is our breakeven point?
Select a site and create a marketing plan.
Expect the worst.
Make room for improvements and adjustments.
Hold coordination meetings regularly. Make sure that everyone is well – informed and feedback is communicated properly.
Evaluate the results and thank everyone after the project, with planning for the next event in mind.
Lesson Topic 6 - Ensuring Event Feasibility
Keys to SUCCESS
The following keys to success were developed by Ernst and Young, event advisers to the Olympic games, the Emmy Awards and PGA Tours:
1. Is the event a good idea?
2. Organizers must first determine the purpose of the event:
To raise funds for charity?
or a straightforward commercial event?
Example: Run for a Cause
3. Do we have the skills required to plan and run the event?
Example: Staging a CONCERT requires extensive equipment and technical support.
4. Is the host community supportive?
5. Do we have the infrastructure in the community?
6. Can we get the venue at price we can afford?
As an events manager, you should be sensitive to the needs of your clients. You are torn between two possible venues:
7. Will the event attract an audience?
8. Will the event attract media support?
Community press such as local press and radio are generally supportive of cause – related events. However, this could be a one – off event with limited exposure.
Posters and word – of – mouth would be the most effective way of promoting such events.
9. Is the event financially viable?
An event needs to break even in terms of operating costs and raising funds / revenues.
Depending on the range of revenue, sponsors and ex – deals, this could be achieved.
For most events, decision on the price to be charge to the visitors or attendees is critical.
Tickets cannot go on sale the day after the event is over.
If merchandise such as caps, t – shirts etc., are not sold, this too will mean lost revenue.
Even the concession outlets that sell food and beverage do not get second chance in sales too.
10. Are the success criteria reasonable?
The criteria for success need to be established before the event take place, as it is in these criteria that feasibility on the event is analyzed.
The final question is the most important of all because failure is always possible.
Brainstorming is needed in order to reveal all of the possible risks associated with an event, and then ranking them is the first step.
11. What are the risks?
These include:
In order to deal with potential risks, CONTIGENCY PLANNING is the next step.
Lastly, policies and procedures must be put in place to deal with every eventuality.
The requirements of the stakeholders also need to be considered when developing site specifications. Such may include:
Lesson Topic 7 - Risk Management
Let’s face it, all events, whether local or international constitutes a risk. The first thing that should be done is to identify potential risks.
What are the things that could go wrong?
You can start your probing by asking yourself a lot of “what if” scenarios.
List everything you can think of that could disrupt your event.
It is impossible to identify every risk that could happen because environment and situation change for every event.
But you can start from identifying incidents that poses the greatest risk to the event and its attendees.
You can start from looking at the profile of your event and the attendees, location, time of the year, local setting, programs components, and any condition that can likely happen.
Below are some major security and risk concerns which may be specific to a location or current situation:
After identifying security and risk concerns, you have to coordinate with private and or government agencies to provide you with solutions.
Risk Management
It is very difficult to provide a contingency / emergency plan for all possible risk an event can encounter but having a risk management plan will be able to minimize, monitor and control the odds and or impact of unfortunate events.
Organizers normally would do a risk management plan on the following major categories of concern:
Basic Safety Precautions
There is a need to do a comprehensive site inspection in every facility that event participants and staff will use.
This includes the venue and other places within the premises that will be used during the event.
It is the responsibility of the event organizers to be aware of all the hazards that can harm the attendees.
Specific attention should be given to fire exits, escape routes, fire prevention equipment, alarm system, placement of security personnel and lighting in public areas.
Special Security Issues – organizers should look into other potential threats like terrorist attacks and other forms of violence and disruption.
Weather disturbances – weather conditions should be monitored by organizers. In case of venues in open, uncovered areas, precautionary measures or alternative plans
should be laid down in advance to ensure event feasibility.
Strikes and Protests – if you know that you will be faced with this kind of risk, make sure that you request assistance from local authorities.
What is M.I.C.E ?
M.I.C.E is the acronym for
Meetings, Incentives, Conventions and Exhibitions (or Events)
In other countries, it is called
Meetings, Expositions, Events and Conventions (MEEC)
MEETING is referred to gatherings of two or more people. This term could encompass meetings that are also called “CONVENTIONS”, “CONGRESSES”, “SYMPOSIA”.
If one adds displays of materials or product to a meeting, then has a trade show or EXPOSITION or EXHIBITION component.
When sporting, social or life cycle activities are added, then a generic term encompasses them all is EVENTS.
Industry Terminologies and Practices
MEETING
An event where the primary activity of the attendees is to attend educational session and participate in discussions.
EXHIBITIONS
[1] An event at which the primary activity of the attendees is to visit exhibits on the show floor.
These events primarily focus on business-to-business (B2B) relationships.
[2] A display of products or promotional materials for the purposes of public relations, sales and / or marketing.
TRADE SHOW
An exhibit of products and services targeted to a specific clientele and not open to the public.
SEMINAR
[1] a lecture and dialogue allowing participants to share in a particular field under the guidance of an expert discussion leader.
[2] a meeting or series of meetings of ten to fifty specialists who have different specific but have a specific common interest and come together for training or learning purposes
WORKSHOP
A training session in which participants, often through exercises, develop skills and knowledge in a given field.
CONFERENCE
A participatory meeting designed for discussion, fact finding, problem solving and consultation. Although not generally limited in time, conferences are usually of short duration with specific objectives and are generally on a smaller scale than congresses.
BREAK – OUT SESSIONS
Small group sessions, panels, workshops, or presentations offered concurrently within the event, formed to focus on specific subjects.
PANEL DISCUSSION
Instructional technique using a group of people chosen to discuss a topic in the of an audience.
In worldwide scale...
Convention Industry Council
Is an organization promoting the advancement of MICE.
It represents a broad cross section with 34 member organizations representing more than 103,500 individuals as well as more than 17,300 firms and properties involved in MICE
Formed in 1949 t0o provide a forum for member organization seeking to enhance the industry.
In the Philippines…
Sections 25 and 45 of Republic Act 9593 provides that the Philippine Convention and Visitors Corporation is reorganized and renamed as the Tourism Promotions Board (TPB) which shall be a body corporate under the supervision of the Secretary and attached to the Department of Tourism.
Mandate
Responsible for marketing and promoting the Philippines domestically and internationally as a major global tourism destination , highlighting the uniqueness and assisting the development of tourism products and services, with an end view of increasing tourist arrivals and investment;
It shall market the Philippines as a major convention destination in Asia;
It shall take charge of attracting, promoting, facilitating and servicing large scale events, international fairs and conventions, congresses, sports competitions, expositions and the like;
Ensure regular advertisement abroad of the country’s major tourism destination and other tourism products;
It may also provide incentives to travel agencies abroad which are able to draw tourists and tourism investments to the country.
BEGINNINGS AND DEVELOPMENT
ANCIENT TIMES
Exhibitions have been going on since the ancient times, when traders would hold occasional encampments and entertainers would find a ready festive audience.
THE GREAT EXHIBITION, LONDON, ENGLAND
The French has already made a tradition of exhibition since the 1700’s but the first world’s fair of considerable size was The Great Exhibition in London, England in 1851 with 6 million visitors and 17,000 exhibitors of different nationalities.
EXHIBITION of the INDUSTRY of ALL NATIONS, New York
Two years later, the Americans followed suit with their “Exhibition of the Industry of All Nations” in New York with 5,000 exhibitors from 23 countries showcasing new inventions such as the Telegraph by Samuel Morse.
Eiffer Tower, Exposition Unverselle, Paris, 1889
The First Ferris Wheel, Columbian Expo, Chicago, 1893
PROGRESS in HARMONY of MANKIND 1970, Osaka Japan
The World’s Fair 1970 held on March 15l to September 13, 1970 in Osaka was the first World Exposition held in Asia. There were 32 Japanese Pavilions and 95 international pavilions representing 80 countries.
MICE in the PHILIPPINES
Manila became the first international meetings destination in Southeast Asia when it hosted the International Monetary Fund (IMF) Meetings in 1976 at the newly inaugurated Philippine International Convention Center (PICC).
The full blast construction of tourism infrastructure called for the development of an academic program and manpower training. Hence, the Asian Institute of Tourism was established as a degree – granting unit of the University of the Philippines System in 1976.
Lesson Topic 2 - Event Organizers and Sponsors
Who holds the GATHERINGS?
The three (3) most significant entities that organize and sponsor MICE gatherings are:
- Corporations
- Associations
- Government
Corporations
Virtually, all business has the needs that require them to plan and execute gatherings.
Publicly held companies have a legal requirement to hold annual meeting of shareholders.
They also have continuing needs to train key personnel in matters of company policy and procedures, or:
To develop new policies and procedures and to improve their effectiveness.
Associations
Gatherings such as annual conventions, topical conferences, world congresses, and topical workshops and seminars are held for the benefit of the association’s membership.
Other gatherings need to be held for the betterment of the organization.
Government
Governmental entities at all levels have continuing needs to hold gatherings since they have continuing needs to communicate and interact with many constituent bodies.
These meetings involve the attendance of world leaders, with large groups of protesters and supporters, or a small group of elected local official holding a legislative retreat.
Government meetings are subject to many rules.
Entities that Help Organize Gatherings
- Exhibition Management Companies
- Association Management Companies
- Meeting Management Companies
- Independent Meeting Managers
- Event Management Companies
- Professional Congress Organizers
Destination Marketing Organization (DMO’s)
DMO’s are often called convention and visitor bureaus (CVB’s) are non – profit organizations charged with representing a specific destination and helping the long – term development of communities through a travel and tourism strategy.
Purpose of DMO’s
DMO’s are primarily not-for-profit organizations charged with representing a specific destination helping the long term economic development of communities throughout the travel and tourism business.
DMO’s are usually membership organizations bringing together local business that rely on tourism and meetings for revenue.
For visitors, DMO’s are like a key to a city.
As an unbiased source, DMO’s can serve as:
- A broker or an official point of contact for conventions, meetings and event planners, tour operators and tourists;
- Assist planners with meeting preparation; serve as an intermediary between sponsoring organization;
- May coordinate site visits;
- Dissemination and collection of proposals;
- Development of collateral material
- Some DMO’s will also find funding to help attract large conventions.
Why DMO’s are valuable to a meeting planner?
- DMO’s offer unbiased information about destination’s services and facilities.
- They are a one-stop-shop for local tourism interests and save meeting professionals’ time and energy.
If DMO’s do not charge their services, how do they make money?
- Most DMO’s are funded through a combination of hotel occupancy taxes and membership dues.
- If the DMO is a government agency, then, funding comes from the local government.
Lesson Topic 3 - Events Management
There are three (3) words to remember when organizing an event:
Plan.
Do.
Check.
There’s no “next time” for an event. Careful planning and execution is a MUST.
Many of us have observed events, most of us have participated in events but few of us have managed events.
As an event manager, you are there to do far more than just observe. You are there to ensure the smooth running of the event, to minimize the risks and to maximize the enjoyment of the event audience.
Size of Events
MEGA EVENT
These are generally targeted in international markets.
All such events have a specific yield in terms of increased tourism, media coverage and economic impact.
HALLMARK EVENTS
Hallmark events are designed to increase the appeal of specific tourism destination or region.
MAJOR EVENTS
These events attract significant local interest and large number of participants as well as generating tourism revenue.
MINOR EVENTS
Most events fall into this category and it is here that most event managers gain their experience.
Types of Events
SPORTING
Sporting events are held in all states and territories and they attract international sports men and women at the highest levels.
ENTERTAINMENT, ARTS AND CULTURAL FESTIVALS
COMMERCIAL, MARKETING AND PROMOTIONAL EVENTS
MEETINGS, CONVENTIONS AND EXHIBITIONS
FAMILY EVENTS
FUNDRAISING
MISCELLANEOUS EVENTS
Lesson Topic 4 - The Events Team
Event Manager
An EVENT MANAGER is generally supported by at team which grows exponentially as the event draws near. A planning team that works together for a year explode into a team of 500 for the short period of the event.
This phenomenon has been termed the “pulsing organization” by Alvin Toffler (1980) who coined the term to describe organization that expand and contract in size.
It is important to note that the event manager typically works with a number of contractors. This could include any of the following:
- Venue managers
- Stage managers
- Lighting, audio and video companies
- Decorators and florists
- Entertainers
- Employment agencies
- Rental companies
- Public relations and marketing consultants
- Security companies
- Catering companies
- Cleaning companies
- Ticketing operations
- Printers
STEP ZERO: Organizational Structure
From a classroom perspective, the first thing to do in events management is to create an organizational structure – that is appointing or the different personalities in the group to create the working committees.
Organizational Structure – based from Convention and Exhibition Manual by Latvian Consul General Robert Lim Joseph:
It includes:
Chairperson and five operating committees including the secretariat.
Secretariat
Responsible for:
- Registration
- Printing
- Documentation and language services
- Central communication and information
- Administrative services
- Information services
Program Committee
Takes care of the business sessions (for conventions) opening and closing ceremonies, promotions, physical and technical arrangements.
Finance
One of the first things that finance committee should do is to determine the cost of events and the sources of funds and when these funds would be made available.
Finance’s primary source of funds is ticket / registration fees.
Finance should study past ticket prices and or registration fees and analyze if a higher fee can be charged without significantly reducing the attendance.
Some sources of additional funds include:
Sponsorship
Company / product exhibits (in the event venue)
Donations from establishments, professional groups and subsidies from municipal, provincial or city government and other agencies with direct interest in the event.
Event Promotions
Is directed towards attracting participants and stimulating support for the event.
All promotional activities must be measured against this yardstick since promotion can be very expensive.
Each event promotional activity must be: attractive, cost effective, informative and timely.
The main components of a promotional program are:
- Print materials
- Personal communications
- Advertising, publicity
- Outdoor decors
- Promotional trips
- Social media
- Print materials (like posters, brochures, flyers) distributed to prospective event participants have promotional value, and must therefore be designed with promotion of the event in mind.
Organizers of successful events attest to the effectiveness of telephone calls, text messages, and personal letters to influential friends.
Personal communication is most effective as a means of counteracting any negative publicity that could jeopardize event attendance.
Publicity is a type of promotion that consist little or no cost at all.
Example: words of mouth.
Outdoor décor – billboards, banners and other types of outdoor décor, in general, are very attractive but can be expensive.
Promotional trips – promotional trips (school visits, bar tours, office blitz) are perhaps the most expensive item in the promotional campaign but they are absolutely necessary.
Lesson Topic 5 - Planning Events
Create that WWWWWHOW!!!! in your EVENT!
What event?
Why such event?
When will the event be held?
Where will the event be held?
Who are the expected attendees of the event?
How many participants are expected?
Planning is the process that involves setting objectives and the means to achieve them.
- The objective of event planning is to make sure that everybody involve knows:
- What they are responsible for;
- When they must start their task and when they must accomplish them;
- How much funds available and how they are sourced and;
- What they must do in case something goes wrong.
A Quick Run – Through of the Steps in Planning for an Event
Create an Event Concept.
- Come up with general objectives and project ideas.
- There is no point in holding an event just for the sake of it; the cost and energy required only make sense if the event is relevant.
Test the idea by doing feasibility study.
Scan the environment for opportunities and threats.
GUIDE QUESTIONS: who are the target attendees? Is the project sellable? Will the school allow this type of event? Is it timely? Who are the competitors? Who are the potential partners and sponsors?
Upon selecting a project, decide of the theme and specific objectives.
Secure the approval of the school authority.
List all the necessary tasks and group them together.
GUIDE QUESTIONS: Who will invite the resource persons and special guests? Who will reserve the venue? Who will negotiate with the sponsors? Who will manage the finances?
Allocate each group of tasks to each committee.
Assign each task to a specific person.
Adjust the organizational structure as needed.
GUIDE QUESTIONS: does everyone have an assignment that harnesses his/her talents? Is there a need to hire additional people? How would you hire them?
Create a timetable.
Estimate the time to accomplish each task. Determine the sequence and relationship of tasks. Set deadlines.
Gantt chart is an effective tool of monitoring tasks to be accomplished.
Identify revenue sources.
Allocate resources. Create budget.
GUIDE QUESTIONS: Are we selling tickets? What are the expense items? What is our breakeven point?
Select a site and create a marketing plan.
Expect the worst.
Make room for improvements and adjustments.
Hold coordination meetings regularly. Make sure that everyone is well – informed and feedback is communicated properly.
Evaluate the results and thank everyone after the project, with planning for the next event in mind.
Lesson Topic 6 - Ensuring Event Feasibility
Keys to SUCCESS
The following keys to success were developed by Ernst and Young, event advisers to the Olympic games, the Emmy Awards and PGA Tours:
1. Is the event a good idea?
2. Organizers must first determine the purpose of the event:
To raise funds for charity?
or a straightforward commercial event?
Example: Run for a Cause
3. Do we have the skills required to plan and run the event?
Example: Staging a CONCERT requires extensive equipment and technical support.
4. Is the host community supportive?
5. Do we have the infrastructure in the community?
6. Can we get the venue at price we can afford?
As an events manager, you should be sensitive to the needs of your clients. You are torn between two possible venues:
- Many may be tempted to save money by hiring marquees and using temporary accommodation but this can prove a false saying since the cost of the décor, lighting, catering and the like are more expensive and more risky.
- The benefits of function rooms include tried and tested facilities, safety plans and insurance, as well as numerous other features.
7. Will the event attract an audience?
8. Will the event attract media support?
Community press such as local press and radio are generally supportive of cause – related events. However, this could be a one – off event with limited exposure.
Posters and word – of – mouth would be the most effective way of promoting such events.
9. Is the event financially viable?
An event needs to break even in terms of operating costs and raising funds / revenues.
Depending on the range of revenue, sponsors and ex – deals, this could be achieved.
For most events, decision on the price to be charge to the visitors or attendees is critical.
Tickets cannot go on sale the day after the event is over.
If merchandise such as caps, t – shirts etc., are not sold, this too will mean lost revenue.
Even the concession outlets that sell food and beverage do not get second chance in sales too.
10. Are the success criteria reasonable?
The criteria for success need to be established before the event take place, as it is in these criteria that feasibility on the event is analyzed.
The final question is the most important of all because failure is always possible.
Brainstorming is needed in order to reveal all of the possible risks associated with an event, and then ranking them is the first step.
11. What are the risks?
These include:
- Heavy weather, wind and or rain
- Flooding
- Fire
- Collapse of building or temporary structure
- Accidents involving workers and / or the event audience
- Security of participants and VIP’s
- Food poisoning
- Breakdown in water or power supply
In order to deal with potential risks, CONTIGENCY PLANNING is the next step.
Lastly, policies and procedures must be put in place to deal with every eventuality.
- Selecting Event Venues and Sites
- Analyzing Venue and Site Requirements
- Creative theme or image required
- Estimated number of participants
- Audience composition
- Facilities and services to be provided
- Staging / competition requirements
- Budget parameters
- Location
- Capacity of the site or venue
- Timing (including the availability and access for set up and breakdown
- Accessibility
The requirements of the stakeholders also need to be considered when developing site specifications. Such may include:
- Attendees / delegates / guests / spectators
- Host organization
- Sponsors
- Emergency authorities
- Regulatory authorities
Lesson Topic 7 - Risk Management
Let’s face it, all events, whether local or international constitutes a risk. The first thing that should be done is to identify potential risks.
What are the things that could go wrong?
You can start your probing by asking yourself a lot of “what if” scenarios.
List everything you can think of that could disrupt your event.
It is impossible to identify every risk that could happen because environment and situation change for every event.
But you can start from identifying incidents that poses the greatest risk to the event and its attendees.
You can start from looking at the profile of your event and the attendees, location, time of the year, local setting, programs components, and any condition that can likely happen.
Below are some major security and risk concerns which may be specific to a location or current situation:
- Health / medical related
- Facility/venue security and safety
- Weather
- Street crime
- Terrorism
- Culture and religion
- Customs/laws
- Strikes
- Politics/ political instability
After identifying security and risk concerns, you have to coordinate with private and or government agencies to provide you with solutions.
Risk Management
It is very difficult to provide a contingency / emergency plan for all possible risk an event can encounter but having a risk management plan will be able to minimize, monitor and control the odds and or impact of unfortunate events.
Organizers normally would do a risk management plan on the following major categories of concern:
- Safety and security – basic safety precautions and special security
- Medical emergencies and other types of emergencies
- Weather disturbances
- Strikes and protests
Basic Safety Precautions
There is a need to do a comprehensive site inspection in every facility that event participants and staff will use.
This includes the venue and other places within the premises that will be used during the event.
It is the responsibility of the event organizers to be aware of all the hazards that can harm the attendees.
Specific attention should be given to fire exits, escape routes, fire prevention equipment, alarm system, placement of security personnel and lighting in public areas.
Special Security Issues – organizers should look into other potential threats like terrorist attacks and other forms of violence and disruption.
Weather disturbances – weather conditions should be monitored by organizers. In case of venues in open, uncovered areas, precautionary measures or alternative plans
should be laid down in advance to ensure event feasibility.
Strikes and Protests – if you know that you will be faced with this kind of risk, make sure that you request assistance from local authorities.