Event Management
What important considerations must be taken into account in relation to event objectives and evaluation?
1) Effectiveness: a measure of goal attainment. To what extent were the event objectives achieved? 2) Efficiency: a measure of resource use. How many resources were used in achieving the objectives? Could the objectives have been achieved in some other way using fewer resources?
Problems with economic impact assessment
1) How do you define 'visitor' and the 'region of interest'? Only visitor expenditure is counted as expenditure caused by the event. How do you define 'visitor'? Is the region of interest local, state or national? This is often defined by political interests and who is paying for the study. 2) Time switching / displacement If visitors to the region switch the timing of a visit that would have occurred anyway to coincide with the event then their expenditure is not attributable to the event and should not be counted. Influx of visitors may cause locals to leave. 3. Hidden costs i.e. volunteers and costs of government services (e.g. police, road and traffic authorities) provided 'free-of-charge' by the host community to major events must be considered as a cost of running the event). 4. Source of event management and sponsor budgets Expenditure incurred by the event organisers or sponsors is only counted as a benefit to the region if the money originally came from outside the region. 5. Expenditure on infrastructure
What is the multiplier effect?
1. Direct expenditure 2. Indirect expenditure 3. Induced expenditure
What are stages of the event budget process
1. Establish the economic environment 2. Establish budget guidelines 3. Identify and estimate cost areas and revenue sources 4. Prepare draft budget for approval 5. Evaluate draft budget and prepare final budget
Review the levels of evaluation to consider when planning event data requirements
1. Financial analysis: Analysis of income and expenditure to determine whether the event made a profit, loss, or broke even, i.e. money in minus money out 2. Economic impact: Analysis of event and visitor expenditure to determine the economic benefits for the regional community. 3. Cost-benefit analysis: Attempts to evaluate all impacts of an event (economic and non-economic).
What are the five phases of project management in relation to events?
1. Initiating the project 2. Planning 3. Implementation 4. The event 5. Shutdown
Examined how service characteristics of events influenced consumers
1. Intangibility: An event cannot be seen, touched or trialled prior to its purchase and consumption 2. Imagery is used to convince people to attend, i.e. websites - videos, photos, testimonials Headliners - choice of performers Merchandise Reliance on WOM and eWOM advertising (e.g. family, friends, virtual communities) 3. Inseparability: The production and consumption of the event occur at the same time and place and are thus inseparable 4. Variability: Events are 'unique' The way in which an event is experienced by consumers varies 5. Perishability: Because production and consumption occur simultaneous, services cannot be stored in advance for future consumption.
What are the four principles associated with theme development?
1. It should 'alter' a guest's sense of reality 2. It must combine space, time and matter into an integrative whole; 3. It is strengthened by creating multiple places in a space; 4. It must fit the client's tolerance levels
What are four categories of cost according to Catherwood and Van Kirk (2012)
1. Operational or production costs 2. Venue and site rental 3. Promotion (advertising and PR) 4. Entertainment (talent)
What are the five stages of the event evaluation process?
1. Planning and identification of event data required 2. Data collection 3. Data analysis 4. Reporting 5. Dissemination
Review stages in an event sponsorship strategy
1. Profiling the event audience 2. Establishing what the event can offer potential sponsors 3. Building the event sponsorship list - Determine types of sponsors 4. Matching event benefits with potential sponsors 5. Preparing sponsorship pitch - Sponsorship meetings - Undertaking the sponsorship screening process: CEDAREEE - Finalise and submit proposals - The outcome 6. Sponsorship fulfilment 7. Post event (evaluation - other measurements)
What five areas should event managers play particularly attention to reduce environmental impacts?
1. Purchasing 2. Energy use 3. Waste production 4. Transport 5. Water management
Examined why 'public relations' is important to the event manager.
1. Raise visibility 2. Project a positive image of the event 3. Be more effective than ads- articles are read more often than ads 4. Provide instant credibility - people believe what they read 5. Help you attract sponsors and attendees 6. Be cost effective
What is the strategic marketing planning process?
1. Segmenting and targeting the event market 2. Positioning the event 3. Developing event marketing objectives 4. Choosing generic marketing strategies and tactics for events 5. Selecting the event's 'services marketing' mix
List the nine ways an event organiser could 'position' their event
1. The existing reputation or image of the event 2. The charisma of a director or leader 3. A focus on event programming 4. A focus on performers 5. An emphasis on location or facilities 6. Focus on event users 7. Price versus quality 8. The purpose or application of the event 9. The event category or 'product' class (e.g. BYOF)
Describe three different ways of estimating costs
1. Top-down estimating: Estimate or 'ballpark figure' based on comparison to similar events / event manager's experience Used in the early development stage of the event Has an accuracy of +/-25%... 2. Bottom-up estimating: Event is divided into its components and costs are estimated for each component <links with project management> Quotes may be obtained by phoning suppliers and this increases the accuracy of budget estimates. 3. Parametric estimating: The overall cost of the event is assumed to be related to one element - parameter of the event, e.g. cost of 1 person is multiplied by the number of people attending the event = total cost of the event Common in convention and exhibition industry - 'floor space' or 'cost per square metre'
What is a budget? Why is it useful to event managers?
A budget acts as a baseline for comparing actual costs and revenues against projected cost and revenues. Useful for isolating and comparing the costs associated with particular areas/components of an event
What are the four main components of the promotional matrix?
Advertising, Publicity (Public Relations), Sales Promotion, Personal selling or direct marking
What are potential hazards?
Any future incident that could negatively influence the event, i.e. "possible problems" (Allen et al., 2011, p. 544)
How should event managers cost their time?
As a general rule private event companies will charge ~20% of the total amount to organise the event
What is the break-event point?
Break even point = total fixed costs over contribution margin
Why are 'credence qualities' important to some events?
Credence qualities are " characteristics [of events] that consumers don't have enough knowledge or experience to understand or evaluate"
What is the difference between 'crowd management' and 'crowd control'?
Crowd management - refers to the facilitation and management of crowds Crowd control - refers to the steps taken when the crowd has lost control
What is the difference between a 'differentiation strategy' and a 'market focus strategy'?
Differentiation strategy: creating something that is perceived to be quite unique across the event/festival sector (e.g. Dakar) Market focus strategy: involves identifying a single market segment, designing an event to meet its needs and focusing all promotional effort on it (e.g. medical conferences; special interest groups;
Explain each multiplier effect
Direct expenditures - Economic impact due to visitor expenditure (e.g., tourist purchasing a meal in a restaurant) Indirect expenditure - Money spent on a meal by event tourist, for example, will have flow on to business that supply the restaurant with food & beverage 'Flow on' effect to suppliers is indirect expenditure. Induced expenditure - The event may also stimulate additional activity in the economy resulting in increased wages and consumer spending.
What is sponsorship fulfilment?
Ensure that your sponsor receives everything that they were promised during the event Make sure you assign a person to look after the sponsor and to act as an on-site liaison
What is the difference between 'financial' and 'health and safety' risks?
Financial: speculative risk (gain or lose) Controlled through careful feasibility studies, budgeting and financial control procedures. Health and safety: pure risk (lose only) Failure to plan a risk management strategy can result in big losses, expensive law suits and / or politically or commercially damaging publicity.
Critical question is: "where does the money come from and where is it spent"?
If capital costs are paid by the host community they are a cost of running the event. If capital costs are paid by external sources (grants, sponsorship, etc.) they are part of the economic impact of the event. 6. Leakage Goods and services purchased by the event organisers from outside the region represent 'leakage' from the economy and are not counted in calculating economic impacts.
Describe the two types of budget used in event management?
Line item budget: a budget where each cost and revenue item for the event is calculated <one line at a time>. line items specifically identify personnel needs, materials, and services that will be purchased to support the event (i.e. expenditures); Program budget: a budget constructed for a specific program element (e.g. performing stage). Useful for isolating and comparing the costs associated with particular areas/components of an event
Explain the difference between location and venue.
Location / destination: describes where the event will take place, i.e. Gold Coast Venue: an event's physical site, i.e. Gold Coast Convention and Exhibition Centre
What are the three forms of proof according to Aristotle? (lecture notes) How do they relate to media relations?
Logos Pathos Ethos
What is the difference between a' market development strategy' and a 'market penetration strategy'?
Market development strategy: involves identifying one or more new markets for an event. Market penetration strategy: focus on getting more of the same types of attendees from the same geographic area without making significant changes to the market itself (e.g. analysing survey comments on ways to improve event/festival in the future; barriers to participation)
What is marketing? Why is it important in event management?
Marketing "consists of all activities designed to generate and facilitate any exchange intended to satisfy human needs and wants" (Miller & Layton, 2000, p. 7). [EVENTS = EXPERIENCES]
What factors should be taken into account when selecting your event venue?
Matching the event with the theme Size, capacity, configuration Facilities (e.g. F&B, power, toilets, ventilation) Visibility, centrality, clustering, accessibility History and reputation (e.g. image) Other considerations (e.g. crime, safety, weather)
What is 'flow control'?
Movement of customers, products and services
What is the difference between 'negligence' and 'contributory negligence'?
Negligence: (THE WRONG) Failure to use that degree of care which an ordinary person of reasonable prudence would use under the given circumstances. Negligence may be constituted by acts of either omission or commission or both. Contributory negligence: The lack of ordinary care on the part of an injured party which helped to cause the injury. If a court finds contributory negligence it will apportion blame accordingly.
What are cost categories?
Overhead costs' associated with running the event management company (e.g. staff, phone, rent, etc.) 'Fixed costs' related to the event (e.g. venue hire, MC hire, etc.)
What is a project?
Projects are: • Non-routine, • Occur in a defined time frame, • Are limited by time, budget and scope, • Designed/ produced to meet a client's need Special events are projects
What are the 5Ps of the 'service marketing mix?
Promotion, People, Product experience, Price, Place
What is the difference between qualitative and quantitative data? ( lecture notes & text p.497)
Qualitative data: Words, images, photos, footage, ON/EXPRESSING experiences, viewpoints, opinions COLLECTED THROUGH interviews, focus groups, observation, meeting records, conversations, etc. Quantitative data: Numerical data about the event such as volume of ticket sales, income from corporate hospitality, audience size, sponsorship and media revenue, demographics of consumers etc., COLLECTED THROUGH surveys or sales data
What is a ticket pricing strategy?
Revenue
What unique characteristics of events effect risk management planning?
Risk management involves a logical and systematic process of: • Identifying; • Analysing; • Evaluating; and • Treating risks.
How do event managers address the sensitivity problem?
Some companies add 10% - 15% contingency to their budgets
Who is interested in event evaluation?
Sponsors and commercial clients: Did we [or the event] promote our product / brand effectively? How much product did we sell [as a result of sponsorship]? Did our guests / staff have a good time [satisfaction]? Club members: How much money did we make? How many new members did we sign-up? Local community: Did the event reflect well on our community? What were the costs and benefits? Government: What were the economic, social and cultural, environmental impacts? Event management organisers / agency: How efficiently did we achieve our objectives?
What is sustainability?
Sustainability is about "meeting the needs of the present without compromising the ability of future generations to meet their own needs"
What does 'scope' mean in project management?
The amount of work required to get the event up and running and then to shut it down; it is all the work. To gain an understanding of the event and its management.
How do you know if you are ready to seek sponsorship?
To seek sponsorship, events should have: • Sufficient rights or benefits to offer sponsors; • Stakeholder approval of commercial sponsorship; • Congruence between the event and sponsor's target market • A policy indicating the suitability of different types of organisations as event sponsors; • Resources, including personnel, to market and manage sponsorship/s
How should you structure a media release? (lecture notes)
Use organisational letterhead or news release form Type double-spaced on A4 (one-side only) with wide margins Flush Left: Stipulate timing of release to the public by using the boldfaced phrase "FOR IMMEDIATE RELEASE" or 'EMBARGO until (date/time)'. Flush Right: Contact names, phone, fax, e-mail, web-site Headline: Skip two lines after contact info. Use boldface type Dateline: City where the release is issued & date of release Lead Paragraph - Grab reader's attention with the 5W's Text - Main body, full development of message If release is more than 1 page - write "MORE" at the bottom of the page. Begin, next page with the page number and the identification of the event or organisation. (Note: Max. 2½ pages) "###" or "END" to denote end of release (Centered on page) Attach photographs* (i.e. colour or black & white; glossy). Captioned, dated & include contact names & phone number
What is a work breakdown structure (WBS)? Why would it be useful for an event organiser to create a WBS? How can the event organiser use the WBS in the event planning process?
WBS is a technique that focuses management on the work required to deliver the event. The creation of a visual display of all the work that needs to be done can assist the staff in understanding the scope of the work.
Define 'Program Budget'
a budget constructed for a specific program element (e.g. performing stage). Useful for isolating and comparing the costs associated with particular areas/components of an event
Examples of potential hazards?
i. Human (i.e. type/size of crowd) ii. Technological (i.e. mechanical, gas, electricity) iii. Natural/physical location of site iv. Environmental (weather)
Review the different sponsorship approaches.
• Cosponsor - more than one sponsor shares a particular level of sponsorship. Can occur at any level except for title sponsorship. • Media Sponsor - provide promotional support (usually in-kind) for the event in addition to making the sponsorship package with more. • In-kind Sponsor - provides products or services rather than cash, which helps lower event expenses. • Product Endorsement - Sponsor pays for the personal appearance of a celebrity or famous spokesperson to appear at an event.
What logistical considerations must an event organiser be aware of in the event shutdown stage?
• Crowd management as people leave + 'idiot check' • Packing up stages/ event spaces • Removal of equipment • Site clean up • Site lock up/security
What are some ways to be sustainable with respect to your purchasing needs for events?
• Purchasing only what you need • Use recycled or recyclable products • Re-use equipment and materials • Repurpose rather than discard items at the conclusion of the event • Hire, don't buy • No plastic bags policy • Water bottle-free event (cups or refills only) • Restrict use of single-serve items • Use biodegradable products / packaging • Restrict handouts (i.e. paper flyers) • Use technology (i.e. electronic communication v paper based) • Paperless ticketing
Why is it important to manage ques and transport?
• Queuing is often customers' first experience of the event (for transport, parking, a ticket, or entry) • Queuing inside the event must also be managed (for food/beverages, toilets, seating) • "Perceived waiting time" = an important aspect of queue theory. • Links to crowd management, crowd control, risk management, events as service experiences
Review why logistics is important in event management
• Supply - Customer, product and facilities - Involves procurement • Transport • Linking - Logistics efforts must be integrated with other areas of event management • Flow control - Movement of customers, products and services • Information networks - Efficient flow of information during the event
What may a potential sponsoring organisation take into consideration when screening sponsorship applications?
• Title Sponsor • Exclusive Sponsor • Presenting Sponsor • Official Product Designation • Area Sponsor
What are some tips to reduce waste?
• Water conservation (especially during water restrictions on in drought prone areas) • Avoid chemical usage or usage of any other pollutant that could end up in the water. • Chose venues with water conservation policies • Waste water management
What factors should be considered when choosing an event name?
● Distinctive ● Appealing ● Memorable ● Appropriate ● Reusable
Where does the topic of 'event finance' fit in relation to other facets of the course?
● Event concept - "[financial] screening" (Week 4 - Diagram: Strategic Event Planning Process) ● Feasibility analysis - (Week 3) ● Event planning ● Project management (cost, time, scope) ● Marketing and sponsorship (Weeks 8 & 10) ● Economic impacts (tourism) (Week 2) ● Evaluation (Week 12)
What can a theme do?
● Generate excitement and interest ● Allow attendees to interact in fun ways and keep volunteers engaged ● Alleviate location / venue boredom ● Communicate a compelling reason to certain people why they should attend ● Links to your mission, goals and objectives
What are common budget mistakes?
● Ignoring event objectives; ● Making up a figure for likely event ticket sales before working out costs; ● Not involving everyone and identifying all cost centres; ● Being too optimistic; ● Not having enough start up capital; ● Lack of paper work
When picking a date/time for your event what factors do you need to consider?
● Is the date pre-set? ● Are there any other events or activities within your area scheduled for the same time? ● If yes, do any of those events appeal to the same demographics? ● Are there any local, state, national or religious holidays that might cause conflict? Elections political events? ● Is the venue / key vendors available? ● Weather ● Is there enough lead time to produce the event?
Discuss why organisations choose to or decide against a theme for their event.
● Not necessary - some meetings are sold on the basis of their recognised name (e.g. Medical Bionics) ● Believe branding their events or meeting is sufficient for marketing purposes (e.g. logo through to letterhead; might incorporate the destination into its logo)
What factors should be considered when choosing a logo for your event?
● Simple ● Imaginative ● Memorable ● Informative?
What is event evaluation?
"Event evaluation is the process of critically observing, measuring and monitoring the implementation of an event in order to assess its outcomes accurately" (Harris and Allen, 2002). It enables: • the creation of an event profile that outlines the basic features and important statistics of an event; • feedback to be provided to event stakeholders; • provision of a tool for analysis and future improvement.
What is the difference between fixed/overhead costs and variable costs?
'Overhead costs' associated with running the event management company (e.g. staff, phone, rent, etc.) 'Fixed costs' related to the event (e.g. venue hire, MC hire, etc.)
Define sponsorship
- Central to accessing revenue and resources for new and continuing events. - A two-way street.
What three trends have driven the rapid greening of the event management industry?
- Event audiences are more aware of sustainability issues and expect environmentally responsible events. - Increased environmental conditions from government agencies (that fund / regulate / license events). - Pressure from sponsors and other clients for sustainably produced events.
Why would an event manager develop a sponsorship strategy?
- State the event's objectives for seeking sponsorship - Set the rules for entering sponsorship - Ensure a uniform approach is taken to sponsorship - State levels of accountability and responsibility
What contemporary trends are influencing the growth of event sponsorship?
- The growth in popularity of events and festivals as leisure experiences - Consumers are more cynical about traditional advertising. - Shift away from transactions with consumers (i.e. advertising) to relationship building (i.e. efforts to enhance consumer loyalty through brand building ) - Rising cost of media space brand building and reduced effectiveness of advertising - Growth in number of media outlets - Rising popularity of other forms of communication (i.e. social networking) - More TV channels - Globalisation of sport - The state of the economy - Competition for sponsor dollars