Events Management Chapter 2 Event Concepts

1. E V E N T
C O N C E P T S
C H A P T E R 2
S U B M I T T E D T O :
Dr. John V. Padua
S U B M I T T E D B Y :
Conwi, Khristna Eve G.
Tulagan, Kim Angela D.
Condino, Jayson G.
Briones. Melorie Anne
Anastacio, Allen

2.  S T A K E H O L D E R
- is a person who can affect or will be affected by the event.
- Stakeholder is a person of influence but not directly involved in
the work.
- According to Getz (997) 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.
ESTABLISH EVENT PURPOSE
OBJECTIVES AND SCOPE

3. Accdg. to Allen et al. (2008) includes 6 major event
stakeholder groups:
1. The host organization
2. Host community
3. Co-workers
4. Event sponsors
5. Media
6. Participants and spectators
ESTABLISH EVENT PURPOSE
OBJECTIVES AND SCOPE

4. Stakeholders may include:
• Event principle (key person in host organization, or
client)
• Organizing committee
• Sponsors, donors
• Local community
• Local authorities
• Service Contractors
• Suppliers
• Performers, entertainers, participants
• Spectators, audience
• Media
ESTABLISH EVENT PURPOSE
OBJECTIVES AND SCOPE

5. E V E N T S T A K E H O L D E R S

6.  P U R P O S E O F T H E E V E N T
The purpose of the event should drive all planning and
assist in sorting out difference of opinion and managing conflict.
 O B J E C T I V E S O F T H E E V E N T
Planning for an event should also involve defining specific,
measurable objectives. These might include targets for the following:
ESTABLISH EVENT PURPOSE
OBJECTIVES AND SCOPE

7.  S C O P E O F T H E E V E N T
Related to the purpose and objectives of the event is its
scope. This encompasses the date, time and duration of the event
and its size. The scope of the event is dependent on available
resources.
ESTABLISH EVENT PURPOSE
OBJECTIVES AND SCOPE

8. ESTABLISH EVENT CONCEPT, THEME
AND FORMAT
 T H E M E
- The theme of the event should be linked to the purpose.
It should be completely compatible with guest/audience needs
and consistent in all respect. Most events adopt a colour scheme
that is repeated on all items produced for the vent, such as
tickets, programs, uniforms, decor, posters and merchandise. This
helps attendees to identify the theme.

9.  V E N U E
- The event manager needs to carefully consider the
planning, implications of choosing an unusual venue in
preference to a standard venue requiring decoration only to
match the theme. Lighting sound and catering also provide
challenges in unusual settings.
ESTABLISH EVENT CONCEPT, THEME
AND FORMAT

10. When the considering the choice of venue, the event organizer
needs to look at a number of factors including:
• Potential to fulfill the purpose of the event
• Ambience
• Location
• Access by public transportation
• Parking
• Seating Capacity
• Built features (such as stage)
• Cost of decoration, sound, and lighting
• Cost of labour
• Logistics of setting up
• Food and beverage facilities
• Safety

11. ESTABLISH EVENT CONCEPT, THEME
AND FORMAT
 E V E N T A U D I E N C E
- When organizing an event, the needs of all participants
must be considered before finalizing the concept.
- In example of the entertainment-based event held for the
financial planners (conservative stereotype!), n organizer would be
wise to challenge normal behaviour and encourage participation in
unusual activities.
 F I N A N C I A L C O N S I D E R A T I O N S

12. ESTABLISH EVENT CONCEPT, THEME
AND FORMAT
 T I M I N G O F T H E E V E N T
- The timing of an event is often linked to the season or
weather.
- Evaluation of an event concept must take into
account the following four time-related factors:
1. Season 3. Time of day
2. Day of the week 4. Duration

13. ESTABLISH EVENT CONCEPT, THEME
AND FORMAT
 E V E N T T E A M , C O N T R A C T O R S A N D
O T H E R S T A K E H O L D E R S
- The skills of the vent team and, just as importantly, the
contractors, such as lighting technicians and catering staff, are an
important consideration in terms of concept development. Staff working
at most events have very limited opportunity for training, making job
break-downs and task sheets essential aspects of planning.
The following list is not exhaustive but provides an idea of the many
people involved in staging an event:
• Talent/performer/team and manager
• Cast and crew
• Contractors (service providers)
• Suppliers
• Employees
• Volunteers
• Emergency Services

14. EVALUATE THE FEASIBILITY OF THE
CONCEPT
 Competition - Involves looking at the timing and duration of other
events.
 Regulations - Wide range of laws and regulations have an impact
on the staging of events and these can severely limit
creativity.
 Marketing - How to sell an event is a very important part of the initial
planning, the timing of your marketing efforts being
crucial.
 Community Impact - Local traders and other lobby groups can
raise hell for the unprepared event organizer, so it is
absolutely essential that community benefits are
explained and other impacts considered as part of event
proposal.

15. EVALUATE THE FEASIBILITY OF THE
CONCEPT
 Revenue and Expenditure – Losing money is the fastest way to
get out of the event business. In almost
every case, contractors for catering,
security and other services require
deposits and payment in full prior to the
event, which can cause cash flow
problems if there are no advance ticket sales.

16. DESIGN THE EVENT
 T H E M E
- According to Goldblatt (2005) Theme should ideally appeall
to all senses: touch, smell, taste, sight, and hearing. If the aim of the
events is to transport the audience, appealing to all the senses will
contribute positively to the outcome. Keep in mind the needs of the
audience when planning.
 L A Y O U T
- The audience needs to comfortably fill the venue to create
a positive ambience.

22. D E C O R
- Fabrics, decorative items, stage props, drapes and table setting
can all be hired and it is generally worthwhile investigating these options
before settling on the event theme as hiring items can reduce costs
enormously.

25. DESIGN THE EVENT
T E C H N I C A L R E Q U I R E M E N T S
- There is no substitute for wide-ranging experience and this is
key attribute that should be sought when choosing technical
contractors. New technology, especially anything used to
demonstrate new products, needs to be tested thoroughly through
many rehearsals. A back-up system is essential.
 S T A G I N G
- Staging rentals has a wide range of specialist skills resident
in the company, including logistics and installation.

27. C A T E R I N G
-Food quality and selection are notoriously bad and
outrageously expensive, at many events and planning must take
into account.
E N T E R T A I N M E N T
-The most important thing is that entertainment suits the
purpose of the event, not detracts from it.
DESIGN THE EVENT

33.  S U P P L I E R S
– During most large events, suppliers are pressed for the best
quality from all their customers at a time when volumes are much
larger than usual. This is when a good long-standing relationship with
a supplier in invaluable.
T A L E N T
-When the talent is the focal point for an event,
management of the talent is exceptionally important. This includes
meeting their essential needs as well as their many personal
preferences for hotel rooms and unique foods.
S E R V I C E
-Accdg. to Matheson (2009) the intangible aspect of the
event are vitally important. These include the atmosphere or
ambience and the factors that contribute to the uniqueness of the
visitors’ experience.
DESIGN THE EVENT

34. PROGRESS THE CONCEPT TO
OPERATIONAL STAGE
The next stage involves developing a summary of key logistical requirements based on the
overall concept, theme and format. Accurate and complete information should then be provided to all
relevant stakeholders including councils and other authorities, so that any necessary formal approvals can be
received before planning is too far advanced.
 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 impossible to
move heavy equipment?)
 Dimensions of the site (Is it too high, too low, 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?)

35. T H A N K
Y O U