Event Analysis - Color Me Rad 5K - Case Study Example

Event Management 304 Event analysis - Color me Rad 5K Table of Contents Executive Summary..................................................................................................2 2. Introduction / background........................................................................................3 3. Method.....................................................................................................................3 4. Main Event analysis............................................................................................3-11 4.1 Event conceptualisation..................................................................................3-4 4.2 Stakeholders: host organisation, community, sponsors, media, staff/ volunteers, participants / spectators, govt etc....................................................................4-5 4.3 The planning and decision making...............................................................6-11 4.3.1 Strategic planning, leadership................................................................6 4.3.2 Organisational and interorganisational structure/behaviour...................6 4.3.3 Human resource management................................................................7 4.3.4 Marketing and communications of event...............................................7 4.3.5 Sponsorship............................................................................................8 4.3.6 Controls and budgets; resources and financial management..................8 4.3.7 Safety and health management...............................................................9 4.3.8 Information technology..........................................................................9 4.4 Implementation phase - Staging / logistics ..................................................9-10 4.5 Shut-down phase..............................................................................................10 4.6 Evaluation, event outcomes and impacts....................................................10-11 5. Conclusion /Recommendations/lessons learned...............................................12-14 5.1 Coclusion..........................................................................................................12 5.2 Recomendations..........................................................................................12-14 6. Reference List...................................................................................................15-16 1. Executive summary This report is a depiction of the Color Me Rad held in Curtin University at Perth as a platform to help charities and give the attendees the fun they sought in their lives. This report gives the crucial stages involved in realizing the event, planning, stakeholder involvement decision making and the overall process of the organization. The report describes the Color Me Rad as a run for the public and the benefits it comes with to the community. The event is a global phenomenon that is constructed in the values of charity and good work out sessions for every participant (Cook et al 2007). Since Color Me Rad is a worldwide phenomenon that has happened all over the great cities and has made the event popular to the point of always selling out. This report highlights the type of event color me rad is and the interest it holds. Another fact developed from the report is the process of conducting the whole process of planning, organization of the race, the close and mitigation of color me rad successfully while giving the people a good time. Event managers considered security in relation to cash safety, asset safeguard, crowd administration and public security. The participants were informed of the color used in the event was made out of corn and the prospects of being harmful to their bodies, which would need them to be careful in case they had some allergies or reacted to the color bombs in the race. The race was bound to be re- scheduled if the weather is bad and can cause danger to the participants. This report finds the vision of the event is positive and promotes a culture of healthy cities. On the other hand, the report shows that the event is useful to the community and gives the charitiees and organisations like SOWA and make a wish foundation in the UK, a good chance in making things happen after the donations are given to them. 2. Introduction Color Me Rad is an event, which is geared to give people a good time while helping charities. Color me rad has been holding its events one city at a time and this event is happening in Perth on the 3rd of May 2014 in conjunction with the Curtin University(color me rad 5k Perth 2014). This five-kilometer race is aimed at giving people a good time in the summer and the same time give some of the earnings to a good course. Color Me Rad 5k has been done all over the world and the essence in the journey is to take a city at a time giving people the chance to share and have fun with family, colleagues, partners and community in general (color me rad 5k Perth 2014). It is an event for every age bracket from the old and all are allowed to have the experience in a controlled and procedural environment. The city and entire staff and student body of Curtin University, were informed of the detailed aspects of the event. This report is an analysis on the major details of conceptualization, planning, staging and shutdown. Through the event analysis, there will be deliberation on the recommendation and knowledge sharing from the event. The recommendations of the event were making the event more popular in different places since it still needs publicity in towns it has never been done. To make the event run more than twice in the year in collaboration with other charity runs like the color run. Lastly, the affordability of the run was recommended especially the way to make people use the offers adequately. 3. Method Primary data in this study got collected mainly via chat instant message communication with event organizer. A face-to-face interview with a member of promotion team is also arranged in order to receive detailed information of the race. 4. Main event analysis 4.1 Event conceptualization The concept The event is a global phenomenon that is constructed in the values of charity and good work out sessions for every participant. The race is community based on the idea of pleasure and fun. The race starts with pure white shirt and along the way bombs of color are thrown on the participant. Along the way, the colors keep changing. Color Me Rad is an event embedded in the culture of making people enrich their health and at the same time gain more acquaintance with the people in the race (Tassiopoulos 2010). While increasing interactions are created, the earnings in the event are partly channeled to charities and organizations to benefit the people in need of help. Therefore, when one participates, their contribution in terms of money is partly used on the event management and charity. Hence, the concept is running for a good course benefiting charities and the cardiovascular systems for every participant. Instead of running for glory or danger, the event is a run for the fun. This event’s purpose was, to collaborate with SOWA in the giving of the special Olympic team support before the games. The vision of the event is to make sure the people have their spirits lifted in a run that has a mission in making the world a better place to live. 4.2 Stakeholders Purpose The events purpose it to promote the natural need to make sure there is interaction and culture cultivation in the development, beneficial activities for the community and the city. The main reason for the run is a good course for the charities. Color Me Rad donates 6% of its earnings to charity prompting a culture of motivation and assistance in every city it is held. On the other hand, a healthy activity that attracts all to participate for the sake of it helps them in the end without them noticing they are working out. The audience The target audience for the event is the entire city and Curtin university staff and students who want to experience the event in the summer. The run is not age restricted and is family recommended. If one can walk no matter the age or condition, they can attend the event and color their world. Instead of ending up tired and sweaty in the finish line, the entire race is a fun and games course where the participants have fun with friends, colleagues and family and at the finish line one has tie and dye body and clothes as a souvenir. Time Time of the event was held on 3rd of May 2014 runs from 9am on the first wave the second wave is 9:20 am and the third wave commences at 9:40 am respectively. The race is estimated to take 3 hours for every participants but it is not time restricted. The time is shown in the website and would be advertised in the city radio stations. Figure 1: Color me Red 5k route map (from weibo.com) Sponsors The event is self-sponsored as it gains money from the registration from the audience. However, the event is further sponsored by any organization that deems the project a good course. Media The event promotion and advertising are mainly relying on community-based newspaper and online social media, e.g. Facebook and Twitter. Staff and volunteers The entire staff would be involved in the realization of the event. There were volunteers who applied to become part of the event who would be given small reimbursements in the close of the event Participants / spectators The anticipated participants are a range of ages from the community. The most probable age bracket to be there will be the youth in the community since they are vibrant and need events like this often to increase their art, and feel free and creative at the same time (Cook et al 2007). 4.3 Planning and decision-making 4.3.1 Strategic plan Events contribute considerably to areas of communal building, way of life and leisure improvement, social growth, improved tourism campaigns and visitation, volunteer contribution, money raising, infrastructure and fiscal progress. In this case, planning and decision, making stage of the event is extremely significant. The planning stage is the future oriented approach on the vision of the upcoming event. It involves setting of targets and goals and the consideration of action and potential consequences (OToole 2002). In this stage, the event creates the objectives of the event and the goals the event will achieve in the end. Therefore, the planning stage is focused to give the event direction and goals in a systematic approach. Decision-making is normally structured out of the experiences and regularly money is part of the decision making process. In many cases, the organizers are supposed to overcome the costs of the events. As a result, the event organizers are inclined to achieve the main objectives for the event at a low cost on the event. The event was intended to happen annually but in the wake of the demand, the event will occur twice a year. The main objective of the event is to give the people participating a good time and the aftermath of the event is assistance to various charities in the region (Tassiopoulos 2010). 4.3.2 Organization The organization structure of the event is specific as it aims at giving the community a platform to interact as common folk without the restriction in the daily life routines. This creates a simple organization where color me rad is mainly the source of event coordination. The members and volunteers of the event management group are given tasks to complete which are equally distributed (Tum et al 2005). This will be more elaborate in the next event since the public will want to be more involved in the happenings of the local community. 4.3.3 Human resource management It is a vital part of planning where the inclusion of the staff and considerations of the normal staffing process. It further puts into consideration the logistics of the event in that the suppliers, volunteers, contractors, and other personnel who work with the event to make the event a success are taken care of appropriately according to the terms of agreement. The organization of the event was under a budget that would accommodate the event’s expenses and tem involved in the preparation (Johnston & Clark 2008). 4.3.4 Marketing and events communication The reputation of local newspapers/news sheets as dynamic message tools is essential for the color me rad event in Perth. Various locals use these papers as their central information basis for what is trendy in the municipal. The record revealed a very solid need to connect event information to these crowds via the local radio, newspaper and other media would give better result from the traditional aspect. This data was also echoed at the concentration group meeting at color me rad, where the Calendar of Event statistics was reviewed. However, to reach the younger generation and the use of the internet media was engaged which is a calmer media to access with the technology advances and the hunger the youth have on being on the edge of the modern technology. Social media like twitter and Facebook was a very useful tool in spreading the information in the city. The research done was mostly via the modern tools as the era demands that the information be instant and results oriented. There was no huge budget as the local news media had volunteered to be part of the event and this reduced the costs for color me rad. Promotional networks like the magazines, radio, newspapers, television, posters and flyers, stood viable in rising awareness of the happening, but not really rated as the most vital basis of data. Internet was not vastly used even though the event has a definite website (Johnston & Clark 2008). 4.3.4 Sponsorship Sponsorship is a vital aspect of the event where all events in the world need sponsors and companies who support the event in exchange to the exposure to the public. With sponsorship makes an event in feasible financially by ensuring the quality standards of events are maintained. While the research was conducted, the need for searching of the right sponsors was vital and required a lot of time to get the right requirements of the event. The event is a sponsorship program for the Special Olympics that will happen in Australia (Tassiopoulos 2010). The charity partner for the event is SOWA. Sponsors like GO-PRO are part of the event doing some videos with the modern tech they promote. Corporates, media companies, the community development funding and other private sponsors considerably funded the event. The sponsorship was mainly for profit in that the event would give the sponsors a return on the sales they make in the event (Thestamp.umd.edu, 2014). On the other hand, the sponsors would also make profit from the reach the event will give the companies in terms of customers. Sponsors were promoting their merchandise and services as they welcomed the people to the event and at different color station with free giveaways. 4.3.5 Controls and budgets; resources and financial management The controls of the budgets are structured to ensure the program would be a success. Therefore, the event was led to make the finances accounted for since the event will be reviewed in order to make more considerations in the next event. During the event the budget was allocated on the color purchase, the security, volunteers and venue and the payments to the entertainment crew that would give the crowd the music. The finances were monitored and controlled by the event manager making sure every detail is in order as desired by the plan. The companies under the budget that was availed plus the sponsorship made the event. The committee made sure the feasibility of the event was attained after an intense budget research (Tassiopoulos 2010). 4.3.6 Safety and health management / Risk management Sufficient safety preparations can be a key factor in the accomplishment of an occasion. A risk valuation of the event was done to specify the nature and level of safety required. This necessitates the event manager scrutinizing the conceivable security worries of the event in relationship of ‘what if?,’ and ‘what could happen?’ keeping in mind that different events will have diverse necessities liable on the type of occasion, the location, number of clients, and the prospects of the multitude. Apart from the overall happenings evaluation bodily safety was addressed in terms of what to do to protect the sensitive pats of the body from the color. Cleaning the color out strategies was recommended to the participants. Event managers considered security in relation to cash safety, asset safeguard, crowd administration and public security. For a start, the participants were informed of the color being used and the prospects of being harmful to their bodies. The race is bound to be re- scheduled if the weather is bad and can cause danger to the participants. To manage the event risks, color me rad had few venue entry points, ample security for the entry points and security to make sure the course is rid of danger. The use of the corn color was deliberately used as it poses no threat to the skin and if there were events of irritation there were rooms read sanitary points for people to wash off before continuing the run. Curtin University’s student body was involved in the risk management process making sure the course is safe and cleaning up prior the event. A proficient, friendly and active methodology to safety was placed to inhibit hostilities and give to a progressive atmosphere at the happening (Cook et al 2007). It was important that safekeeping employees have competent communication gear and practices to sustain direct link with police, crisis services and the event supervisor. At a large event like this, a significant command support can synchronize security, police and disaster services. Every event has to prevent certain items. Patrons were led to know in advance that certain substances are not to be carried to the event. Searches of individual properties comprising coats, purses and hand baggage and seizure of weapons, liquor and other drugs would substantially reduce cases of insecurity (Cook& Jerald 2007). The improvement of a current evacuation process and crisis action plan is necessary for all major community events. It was recommended that an elaborate documented plan be delivered to all staff, police and disaster service staffs. Problems can be reduced if simple compulsory entry tools are presented like bolt reapers, crowbars and other equipment. These items need to be located in an accessible area. The staff and the Curtin university student body volunteered security. The risks in this event are the possibilities of an attack, or sudden irritation of participants to the products used in the event like the color bombs that may need immediate attention. First aid was given by the city hospital volunteers making the venue secure with equipped and experienced practitioners (Raj &James 2009). 4.3.7 Information technology The event has established a page in the social media alongside a twitter handle that is storage of the events documents and files and people can communicate via the media and gain the latest information on the happenings of the event. The platform is available for anyone to interact with anybody and retrieve any new information on the event’s progress (Skinner & Rukavina 2002). The GPS was used to map out the course for the participants to follow and know the entire route to take. The event spread its dates via twitter, Facebook and numerous social media platforms. The participants were also informed via email marketing. Some ads were placed in Google to give awareness on the event. 4.4 Implementation This phase entails the deliberation of the whole event as planned without hitches and the workers are required to find out and make sure they met the required aims and goals for the event. The events schedule dictates the workers and the volunteer’s aspects of the items the event needs. The event is a full day occasion that needs elaborate coordination and procedure to be followed. The staff and the overall foreseers of the event will have to remain until the event is closed. Since there would be cleaning of the mess the event comes with the volunteers come handy in the close of the event (Chaturvedi 2009). 4.5 Shut down In this phase is there is closing activities the event needs to handle. The event was moderated with the color bomb points secured with canvas for easy cleaning when the event closes. A contractor was involved in the cleaning of the events drab and made sure the event grounds were at a good condition (Goldblatt 2005). A lot of waste in the event begins to be sanitized apart from the place where the main event is happening. The event entry points and the color splash points are secured and security assists in making sure all is well as the process is wrapped up. Since the after party is the last event, the sponsors thank the participants while informing the crowd of the things they supply to the public. They keep it short since the participants always want to have fun. In the shutdown phase, the sponsors opportunities and general assessment of the event is made to dissect the entire happening in order to make deliberations on the future runs. In the after party, the photographers are in the center to make memories and portfolio for the run. This serves as a good marketing move for the run (Voss et al 1985). 4.6 Evaluation Personal outcomes Color Me Rad Perth had an exciting course that was ending in a central point for the participants to have the last after party closing event. It is a full five-kilometer race. The waves were big since the event was sold out making it have three waves that enabled the event to have a less crowded in the course allowing for more running room and making the color locations not as packed (Nelson 2003). The event managed to ensure the participants were totally covered with color by the end. Throughout the event, there were announcements and music throughout the course making it very interesting (Thestamp.umd.edu, 2014). Side note the course in was spread out and a healthier course for the runner. Also, felt a lot more spread out because of the larger spread out course. With the course spread, the run was more fulfilling. In terms of the winner, it depends on what one is after but I would go Color ME Rad because I like the more spread out less crowded feeling. In addition, more color, which is why people attend the event. Social outcomes The event was socially influencing, as the participants were able to get a central place to meet up and share the things they love in general (Allen 2009). The event was a success in social aspects since the worker was not afraid to interact with the boss due to the credentials instead they would have fun together and this would be an opportunity to air their ideas that would never get to the boss in a normal circumstance (Allison 1984). Since the event is highly community oriented, the social outcome was grounded on making the event a source of peace in the people’s hectic lives the long run the people found the event a source of social interactions since many other visiting participants who fancy the event joined them (Johnston & Clark 2008). Another social outcome is that the event was more fulfilling to the participants as they were impressed they were doing the run for a good course. Interaction with people from all occupations gave the participants more urge to have another event like this in the coming months. Due to the demand, the event was given suggestions on having several dates of the event in different parts of the city. The social success of the event was actually meant the event was popular and impacted the community and public positively (Allen 2005). 5. Conclusion /Recommendations/lessons learned 5.1 Conclusion Managing events ought to be enjoyable. With careful planning and implementation, events should be effective and satisfying for all involved. Not only the event participants but also the organizer and the team of organizer’s have to have had a lot of fun and gratification besides the fulfillment that they have produced something for the use of the event and the whole city. The event was socially influencing, as the community was able to get a central place to meet up and share the things they love in general (Wale, Robinson,Dickson, & CAB International. 2010). The event has established a page in the social media alongside a twitter handle that is storage of the events progress and people can communicate via the media and gain the latest information on the happenings of the event. The platform is available for anyone to interact with anybody and retrieve any new information on the events whereabouts. The Color Me Rad donates 6% of its earnings to charity prompting a culture of motivation and assistance in every city it is held. On the other hand, a healthy activity that attracts all to participate for the sake of it helps them in the end without them noticing they are working out. Therefore Color Me Rad is a healthy activity that families and friends need to attend (Nelson 2003). 5.2 Recommendations To make the event affordable is brilliant for the race preparation. The best way to make sure many people take advantage of the good offers is to raise the price in five-dollar succession over the days the charity is running. This will make the event more affordable for the participants who are not well off to rush on the initial cheap offer. Collaborations with other charity runs in making a mega charity run is another aspect to use in the facilitation of the runs. It can involve the color run for instance in making the event grander for better performance in the future (Thestamp.umd.edu, 2014). Color me rad needs to make the event come more than twice in a city. This gives the people more activities to attend during summer and more so involve the people in helping the community indirectly via the donations they make. More so, the event is a way to bond the people who work together. Another recommendation is the aspect of making the event more popular in different places since it still needs publicity in towns it has never been done. This can be done by advertising the next run in the happening event to make people aware and the participants who may wish to attend but get caught up tend to spread the word to other people in the next city (Chaturvedi 2009). Reference Allen, Judy. 2005 Time Management for Event Planners. New York: Wiley. Allen, Judy. 2005. Time management for event planners: expert techniques and time-saving tips for organizing your workload, prioritizing your day, and taking control of your schedual. Mississauga, Ont: J. Wiley & Sons Canada. Allen, Judy. 2009. Event planning ethics and etiquette : a principled approach to the business of special event management. Mississauga, Ont: Wiley. http://www.myilibrary.com?id=270831 Allison, Paul David. 1984. 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