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Practical Events Management

Practical Events Management. Lecture Two : Conceptualising Events. Lecture Overview. Developing ideas and concepts Influences on the event concept The event context Developing the event concept Evaluating the event concept Stakeholder management Previous events.

jessamine-frederick
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Practical Events Management

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  1. Practical Events Management LectureTwo: Conceptualising Events

  2. Lecture Overview • Developing ideas and concepts • Influences on the event concept • The event context • Developing the event concept • Evaluating the event concept • Stakeholder management • Previous events

  3. Developing Ideas and Concepts • Although events are usually lots of fun they are usually designed to meet some form of objective(s) • What this objective(s) might be will be dependent upon the host organisation • Public sector • Private sector • Charity sector

  4. Influences on the Event Concept • Event concepts and ideas may be developed in one of two ways • Internally • When events are conceptualised and developed in house • Externally • When an event management company is hired to fulfil a specific brief • However, we often see a combination of these two approaches in the case of large scale events

  5. The Event Context Economic Political Regeneration Enhancement of civic pride To deal with specific problems Influence on public opinion Raise political profile Political image Negative uses of events For example, Hitler’s Games • Direct impact • Increased sales • Increased employment • Indirect impact • Increased brand awareness • Increased spend in local business • Regeneration • Changed perceptions • Skills development • Enhanced employment opportunities

  6. The Event Context Social Developmental Redevelopment Regeneration Image building • Increased social interaction • Antidote to isolation • Strengthen community structures • Stimulus for other social activities

  7. Developing the Event Concept • Goldblatt (1997) suggests that the following questions should be asked when developing an event concept: • WHY is the event being held? • WHO will be the stakeholders in the event? • WHEN will the event be held? • WHERE will the event be staged? • WHAT is the event content or product?

  8. Refining Your Ideas: stakeholder management • When looking at refining your event ideas you need to consider the stakeholders in the event • Who are the key stakeholders? • What impact do they have on the event and what impact does the event have on them? • What do they want to achieve from the event? • The key to success is balancing these needs

  9. Stakeholder Management: an example • Key stakeholders in Glasgow 2014 include • Commonwealth Games Federation • Scottish Government • Glasgow City Council • Glasgow Life • GCMB • Athletes • Sponsors • Media • Scottish community • Glasgow community • East End community

  10. Evaluating the Event Concept Marketing Operations Skills and resources required Technical expertise What is available within the team? What will have to be resourced and where can this be sourced from? • Environmental scanning • Research the target market • How can they be reached? • Current trends and fashions • Who/what is the competition

  11. Evaluating the Event Concept Finance Risk and Regulations What are the main risks associated with the event? What regulations and legislation will impact upon the event and how? Can these be dealt with/overcome? • Does the event need to make profit? • What are the main costs? • What are the key sources of income? • Ballpark budget

  12. Understanding the event context and balancing the requirements of your stakeholders = success

  13. Previous Events • Fashion shows (In the Company of Wolves) • Themed events (Mad Hatter’s Tea Party, Salsa Night) • Sports events (volleyball tournament, kids 1 mile run) • Rubbish events (skate jam, gigs)

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