Event Management: The Importance of Evaluation - Essay Example

College: "THE PURPOSE OF EVALUATION IS FOR MANAGERS TO LEARN HOW AN EVENT WENT AND TO BE ABLE TO IMPROVE ON IT FOR THE FUTURE" (SHONE AND PARRY, 2004, P220). Introduction Event managers play a critical role in the planning, coordination and subsequent success of any event. This is a complex task as it often requires the event managers to assume the role of creative director, human resource managers, operations coordinator, trouble shooter, public relations officer, accountant, master of ceremonies, relations officer and health and safety officer. (www.sdst.org/) The success of events is often assessed against economic, social, safety measure, and health. The measurements generally include the impact the event has on patrons, event staff, police, emergency services and the community. (www.lib.berkeley.edu/) Experience has shown that the management of a successful event requires a detailed planning and consultation process. This guide has been designed to guide event managers through the planning process. (www.21stcenturypress.com) Although a comprehensive event planning process cannot guarantee a problem free event, it enhances an event manager's ability to effectively respond to any problems that may occur. (www.tec.govt.nz/) Having an event management plan is not a legal requirement; however, developing one will help the mangers in their planning and in ensuring that all important aspects of managing events are accounted for. Moreover, a plan is also a good marketing tool when the managers are seeking support from relevant stakeholders. (www.preval.org/) Evaluation can be defined as a periodic process of gathering data and then analyzing or ordering it in such a way that the resulting information can be used to determine whether your organization or program is effectively carrying out planned activities, and the extent to which it is achieving its stated objectives and anticipated results. (Robinson G, 1998, p. 97) The importance of event evaluation enables mangers to conduct internal evaluations in order to get information about their programs so that they can make sound decisions about implementation of those programs. Internal evaluation should be conducted on an ongoing basis and applied conscientiously by managers at every level of an organization in all program areas. In addition, all of the program's participants such as managers, staff, and beneficiaries should be involved in the evaluation process in appropriate ways. This collaboration helps ensure that the evaluation is fully participatory and builds commitment on the part of all involved to use the results to make critical program involvements. For instance; the Alpha PLC event of launching a car for its clients enables the managers to evaluate whether indeed the event attracted a massive crowd and how effective the event was in terms of creation of awareness to the public. (www.sdst.org/) Event evaluation is important for managers since it enables them assess the event policy process. It enables managers investigate the rate of achievement in the policy, how effective it is and if the target or objective can be met. For example; in the Alpha PLC event, risk factors and precautions such as security reinforcement have been measured. Moreover, crowd management has also been addressed and last but not least, quality management as well is designed to ensure uniformity and to go beyond the client's anticipations and thus, factors influencing excellence of the episode are well planned for. This will enable the managers assess whether the car launch will be successful. (Bent A, 1996, p. 89) There are many different ways of categorizing evaluations. Evaluation findings may be designed to make a judgment about a system or service, or one of its components; to provide a basis for making improvements; or simply to generate knowledge. One way of categorizing evaluation, which is particularly useful when working with projects and programmes, is by its relationship to the state of development of the project itself. Thus formative evaluation concentrates on ways of improving a project or a programme while it is still ongoing; summative evaluation is undertaken after the project of programme has been completed and judges it overall effectiveness. (www.lib.berkeley.edu/) The importance of evaluation for event managers is to enable them increase understanding of the user needs. Its aim is to evaluate needs in the context of the current services and to identify where the events products or service might best fit. In the case of the Alpha PLC; 20 of the 52-seater bus coaches were hired to shuttle the public to and fro Lucerne City Centre to the venue each hour throughout the non peak hour and each half hour throughout the peak hours in order to ease traffic congestion for the users. (Nicholas M, 2004, p. 95) Moreover, event evaluation enables managers to fulfill requirements for accountability. In terms of the budget in the Alpha PLC event, all expenses are thought of well researched and based on accurate quotes that are given by the suppliers and contractors. In addition to this, all the accounts of the event are audited by an external company. Contractual obligations on projects should undertake evaluation however it is worth bearing in mind that these requirements are intended to assist both projects and programme. At the same time, projects which expand public money must expect to be held accountable, so evaluations are needed to gather evidence to support their claimed achievements. (www.ctc.ca.gov/) Evaluation enables event managers to determine whether the processes are working correctly. For example, a part of evaluation should focus on whether project management is effective. This might involve a review of how decisions are being taken and implemented. Alpha PLC event focuses on project and operational management whereby it ensures the following are working correctly. These include; theme park fun rides and bazaar, mini cooper club, mini cooper challenge, voluntary bodies, staff briefings and protocols, status meetings, logistics and production, merchandising, PESTLE Analysis and shutdown event. (www.agimo.gov.au/) Event evaluation also assists managers to check whether a product conforms to specification. This is also called 'quality assurance'. Usually there will be explicit criteria against which conformance can be judged, including a formal functional specification. For instance; total quality management is developed to enhance the quality of products and services that the company provides by responding to customer and employee feedback in order to develop more efficient work process. Suppliers are also chosen based on their past experience in their involvement with similar events. Moreover, Alpha PLC engages itself with reputable local companies to operate the food and beverage bazaar stalls and games. (www.smrhrd.com/) In addition to this, event evaluation enables managers to judge the effectiveness of a project in order to discover whether or not a project has produced its intended outputs. There will be an explicit link to objectives set at the start of a project, and usually this type of evaluation will need to include product conformance or quality assurance. For instance; Alpha PLC event focuses on the operation supervision with all its personnel briefings and protocols, crowd management, quality management and risk management to evaluate the efficiency of the event. (www.preval.org/) Moreover, event evaluation assists managers to understand the impact a program and its components are having on clients, families, and the community. These outcomes evaluations are necessary to see the program's impact on the community. It is better to rely on feedback from individuals to draw conclusion. Alpha PLC event uses Mini Cooper Club to enable the contestants to get a chance of winning mini cooper cars. In addition to this, PESTLE Analysis such as economic growth and inflation rate has been evaluated by event mangers in order to ensure that the clients are well taken care of. (www.sdst.org/) Evaluation enables managers to improve the delivery of services to increase quality and improve spending of resources. Alpha PLC invited three event emcees to liven the atmosphere of the event throughout the event. Official photographers, video makers and music entertainers for fun fair and fireworks operators are also invited. (www.tec.govt.nz/) Moreover, event evaluation can verify if a program is really running as originally planned. These are sometimes referred to as "process" evaluations. Alpha PLC has ensured that some of the external factors are taken into consideration. For instance, adequate shelters as well as free raincoats are provided to the personnel in the case of soaking weather. In addition to this, clients are given a mini cooper umbrella to cover themselves from the sturdy sunlight and the rain. (Philips J, 2002, p. 90) The evaluation of volunteer experiences provides importance feedback for administrators, managers of volunteers and individual volunteers about volunteer programmes and processes. A thorough evaluation helps both the organization and the individual volunteer identify strengths and weaknesses in their respective contributions, provides for greater accountability of organizational resources and improve the overall morale involved. For instance, in our article; evaluation enables managers to ensure that there is a huge number of volunteers and that their welfare is catered for in advance. (www.accurate domains.com) An event evaluation of the contributions of a volunteer should involve opportunities for self evaluation by the individual volunteer as well as external evaluation by appropriate paid staff and programme managers. The evaluation should be based on the expectation detailed in the volunteer position have been met as well as the volunteer's working relationship with paid staff, other volunteers, clients and perhaps the community. (www.smrhrd.com/) Event evaluation gives an opportunity for managers to examine the coordination and administration of a programme, the adequacy of supervision, the effectiveness of training, the level of staff and budgetary support available and performance expectation. It reviews lines of communication and accountability and identifies potential source of internal conflict. For instance, in the article; protocols and communication channels are well planned so that both the staff and the volunteers are conversant with the event, and that they are able to refer to the hierarchy chart and contact list to be familiar with the person in charge of the event day. (www.u.arizona.edu/) Event program evaluation, conducted on a regular basis, can greatly improve the management and effectiveness of Alpha PLC and its programs. This requires the managers to understand the differences between monitoring and evaluation, making evaluation an integral part of regular program planning and implementation, and collecting the different types of information needed by managers at different levels of the organization. Alpha PLC PESTLE Analysis ensures that the social considerations such as tendency, attitude changes and BMW customer's way of life are effectively evaluated. Scientific aspects such as internet and communication have also been looked into. (www.21stcenturypress.com/) External event evaluation plays the role of funding or answers questions about the program's long term impact by looking at changes in demographic indicators such as graduation rate or poverty level. In addition, occasionally a manager may request an external event evaluation to asses programmatic or operating problems that have been identified but that cannot be fully diagnosed or resolved through the findings of internal evaluation. For instance; Alpha PLC Company manages good financial management that ensures that the quote provided by the clients will cover the expenses. The accounts are audited by an external company. (www.lib.berkeley.edu/) The evaluation of volunteer experiences provides important feedback for administrators, managers of volunteers and individual volunteers about volunteer programmes and processes. A thorough evaluation helps both the organization and the individual volunteer identify strengths and weaknesses in their respective contributions, provides for greater accountability of organizational resources and improves the overall morale of all involved. For instance; Alpha PLC Company has allocated an enormous number of volunteers to cater for briefing, task allocation and provision of transportation and meal allocation. (Ray P, 2000, P. 80) Evaluations are a part of risk management process, becoming part of the volunteer's permanent file, with recommendations for training, promotion, and additional assignments. If the volunteer's performance is lacking in certain areas there should be a plan for improvements, including a timeline for follow up. For instance; Alpha PLC Company has taken precautions on the event by installing fire fighting equipment and emergency services vehicles. This will enable event manager's analyze the entire event and be able to evaluate whether indeed the plan for the event was an entire success putting into considerations all the factors. In this case, an emergency evacuation plan map has been extracted to provide understanding to the event managers. (www. Sdst.org/) Conclusion Well run organizations and effective programs are those that can demonstrate the achievement of results. Results are derived from good management. Good management on the other hand is based on good decision making. Good decision making depends in good information. Good information thus requires good data and careful analysis of the data. These are all critical elements of evaluation. Evaluation can, and should however be used as an ongoing management and learning too to improve an organization's effectiveness. REFERENCE LIST www.Accurate Domains.com (Latest accessed: 1st May 2008) www.agimo.gov.au/practice/delivery/checklist/evaluation (Latest accessed: 30th April 2008)) www.ctc.ca.gov/credential/leaflets/c1635.pdf (Latest accessed: 1st May 2008) www.lib.berkeley.edu/TeachingLib/Guides/Internet/Evaluate.html (Latest accessed: 30th April 2008) www.preval.org/pagina.phppagina (Latest accessed: 30th April 2008) www.sdst.org/shs/librsry/eva/webstu.html (Latest accessed: 2nd May 2008)) www.smrhrd.com/products/prdct-smrbooks.html (Latest accessed: 2nd May 2008) www.tec.govt.nz/upload/downloads/database-books websites-et-related-to-ace.doc (Latest accessed: 30th April 2008) www.u.arizona.edu/ecubbins/webcril.html (Latest accessed: 30th April 2008) www.21stcenturypress.com/ (Latest accessed: 3rd May 2008) BOOKS Bent A. (1996) Effective Project Management through Applied Cost and Schedule Control, CRC Press. ISBN: 0824797159 Nicholas. M (2004) Project Management for Business and Engineering, Butterworth-Heinemann Publishers. ISBN: 0750677824 Philips. J (2002) The Project Management Scorecard, Butterworth-Heinemann Publishers ISBN: 0750674490. Ray .P (2000) Cooperative Management of Enterprise Networks, Springer Publishers. ISBN: 0306462761. Robinson. G (1998) Moving from Training to Performance, Burrett-Koehler Publishers. ISBN: 1576750396 Read More