Event Management - Assignment Example

Event Management Student’s Name: Instructor’s Name: Course Code & Name: Date of Submission: Event Management Week 1 An Overview of the Event Field A special event is an event which is meant to celebrate special occasions. A special event is a preplanned event which is specifically planned to mark a specific occasions. Event management involves the professional management of the available resources so as to ensure that an event fulfils its objectives (Keily,2012). Special events vary from society to society since they are created as a part of the traditions and practices of a specific society. They range from historical / religious events like Christmas, to private events like marriages t public events like the Sydney Olympics. Over time as new values and practices evolve, special events to commemorate them are born for example Children’s day. Every event is unique in its own way hence necessitating a unique manner of management. A major issues in event management is finance. The financial demands of each event vary depending on the size of the event, for example private and public. Other challenges in the event management industry include insurance upheavals and environmental sustainability. because of the fact that every organization, country and individual desires to have the best of an event, the need for event managers has come up. Various event management bodies have been established for example event management organizations, companies and associations. Other services offered by the players in the industry include supply of needed items in events, appropriate venues to host events among others. In recent times, external regulatory bodies have been created to regulate the sanity of the industry (Keily,2012). All in all, an event manager has to have undergone rigorous training and have accumulated a lot of experience so as to have the expertise to deal with the real time challenges of the industry since what are demanded of them are successful events. The following paper gives a chapter wise outline of the course ‘Festival and Special Event Management’. Week 2 The Strategic Planning Function The aim of every event planner is to ensure that maximum benefits are reaped from an organized event. Generally, this is success with respect to an event. In order to ensure that this is achieved, the event planners and organizational heads make use of strategic plans. Strategic planning is the assessment of the current state of an organization, evaluating the resources available to it at present and at the future, and specifying which state the organization is to be in after a specified period of time (Jones & Bartlet, 2011). Strategic planning ensures that an organization / event are able to grow. For events which are held after a specified period of time, it is a common scenario for event mangers to try to outdo the previous event (Shapiro, 2009). This is made possible via strategic planning. Organizing an event entails the integration of several steps / stages into one. The stages include: development of an event concept, analysis of the feasibility of the event developed, after this, bidding is done so as to identify the event manger with the best terms, and afterwards an organizational structure is established, after this stage, strategic planning is done with consultation from the various players in the industry. The last stage is the legacy stage where the event organized leaves a permanent impression on the various players. Strategic planning of an event involves the following : establishment of the vision and mission of the event, specifying distinct goals and objectives of the event, conduction of a situational analysis, identifying strategy alternatives, developing and implementing operational plans, creating and implementing control mechanisms and lastly evaluating, shutting down and reporting. In the organization of an event, the organization structure is important since it must have the right individuals who have the required expertise to handle the task at hand (Keily,2012). A key aspect of strategic planning is that the provision of specialized services for instance security, sound system and catering are given to firms which have specialized in the provision of those services. Week 3 Conceptualizing the Event When an organization or country intends to hold an event, it has something in mind of what it intends the vent to look like. It also has an idea of the impression the event is meant to leave. This is what conceptualizing an event entails. One of the most important aspects of conceptualization of an event is the identification of the various stakeholders of an event (Jones & Bartlet, 2011). The bigger an event is, the more stakeholders it has. In the identification of the stakeholders, it is important to ensure that the event has the ability to meet their specific needs. For this reason, the conceptualized event must have a product for each stakeholder, which is how each one of them will benefit from the event. Some of the stakeholders who must be considered in the conceptualization of an event include : the host community, who must have a feeling of being involved in it. Sponsors of the event, who must know how they will benefit from their input in the event. The media, which publicizes the event on mass media hence increasing the audience numbers. The coworkers, who work hand in hand on the finite elements of the events hence ensuring its success, must have a feeling of sharing the vision, mission and goals of the event (Keily,2012). Lastly the participants and the participants must be given what they are yearning for which narrows down to quality. The tendering for the provision of specialized services must be down professionally so as to ensure that the event has the best experts working on individual projects. The final aspect is evaluation of the event with respects to marketing, operations and finances (Smith ,2009). The legacy of the event must also be evaluated so as to ensure that the event eliminates the chances of leaving a negative impact on the various stakeholders and the wider environment. Week 4 & week 7 Financial Management and Events and Project Management for Events The financial aspect of any project is one of the pillars of a successful event. Project management involves the management of the resources available to the project so as to ensure that the project reaches its optimum level of success. Taking into consideration the explanation of a project which is a network of activities intended to reach a specific goal and objective within a specified duration of time, it is very much possible to consider an event or festival as a one (Keily,2012). Project management of an event involves the planning of an event before it happens, during the event and at its completion. Project management integrates all the mini projects / activities in the event towards meeting a common goal. The stages of an event project management includes: initiation where the feasibility of the event is analyzed. Planning stage where all the aspects of the project are analyzed and a definite plan of integrating them towards achieving the success of the event (Beloviene, Kinderis, Willaimson, Ivanov, & Ortin , 2008). It is at this stage that the aspects of strategic planning discussed earlier are put into action. Next is the implementation stage where all the plans of the event are put into action. Next is the actual event which is the paramount of the whole management process. At this stage, all what had been preplanned has to fall into action since it is the ‘product’ which every stakeholder wants to see successful. Lastly is the shutdown sage which marks the end of the project. It must be done in a professional manner so as to ensure that the event leaves a positive legacy. So as to ensure that the success of a project is guaranteed, the project organizers must employ the skills of professionals in its management. These professionals are project managers whose main role is to ensure that the event meets its goals and objectives. A key role of a project manager is to breakdown the work in the event management into small units which are easily achievable. Delegation of duties also falls into this. In order to ensure that the event is managed efficiently, several project management techniques must be employed. They include, Gantt charts, work network analysis (Keily,2012). Lastly is the project management triangle which involves the comprising of cost, time and cost. This tool is very important in managing the financial aspect of a project since it ensures that the project is able to work within a specified budget and be able to still meet its objectives. The break –even chart is also important since it shows the figure at which the event makes neither profit nor loss, hence the project management is able to identify the figures at which it will be able to meet its objectives. The ratio analysis and costing are also very helpful in the management of finances of a project. Measures to monitor the progress/ success of a project must also be integrated into a project management. This ensures that the project manager is able to analyze the efficiency of his / her management tools into achieving the specified goals and objectives of the projects. The measuring tools send an early alarms to the event stakeholders so that they can change their approach if need be. The project management approach to project is very efficient. However, the shortcomings of this approach are finances, event design, infrastructure & resources and creativity. Week 5 Human Resource Management and Events The human resource is another important pillar of a project. The human resource aspect of a project ensures that the implementation of the strategic plan is possible hence achieving the specified goals and objectives. Getting the right people to work towards the completion of an event is the key to ensuring that the event is successful (Jones & Bartlet, 2011). Some of the considerations which Hr professionals in the event management industry opt for are: pulsating which considers the organizational structures of an organization and the use of volunteers. For the event to have the qualified labor force to ensure that it meets its objectives, a well defined human resource process must be present. The process involves the following, HR strategy, staffing which ensures that the most qualified personnel are employed, job analysis, job description, job specification and lastly is the recruitment, selection and induction (Keily,2012). Other important aspects of HR planning for events includes, training of the labor force, supervision and evaluation of the workers, lastly is the termination outplacement and re-enlistment of the contracts of the workers. Ensuring that the workers remain productive is very important hence the need to motivate workers is necessary. Lastly, the legal aspects of human resource which vary from country to country must be considered (Beloviene, Kinderis, Willaimson, Ivanov, & Ortin , 2008). Week 6 Marketing Planning for Events Marketing entails the creation of more audience to an event. Marketing strives at showing the potential customers ‘audience’ that they will have value for their money by attending a specific event. Generally, it aims at indicating how the audiences’ needs will be satisfied hence creating utility. Strategic marketing of events is important in order to ensure that the event is able to reach to the specific numbers of audience which were indicated in the strategic plan (Smith , 2009). Therefore, as a sub group of the strategic plan, a strategic marketing plan is established so as to cater for the marketing needs of the event. Key constituents of a strategic marketing plan include research. Strength, Weakness, Opportunities and Weaknesses (SWOT) analysis, PEST analysis and customer’s decision making process. The marketing process involves several stages which are: marketing segmentation which identifies the specific group of people which the event targets. Positioning of the event which considers the geographical location of the venue of the event and the timing of the event (Keily, 2012). Development of event marketing objectives which specifies the specific marketing objectives of the event. Lastly, marketing mix which includes several marketing strategies which are best fit to meet the event marketing objectives are laid down. Week 8 Sustainable Event Management Sustainable event management is a management structure which aims at ensuring that not only does the event meet the objectives of fulfilling the needs of the stakeholders but also that the event is able to uphold environmental conservation measures so that both the needs of the event and the environment are met presently and in the future. For this reason, various event managers have employed several strategies in a bid to become more environmental friendly which include: purchasing eco friendly products, the use of sustainable energy use, transport solutions, water and sanitation and waste management (Keily, 2012). In a bid to ensure that an event is environmental friendly, a sustainability policy is important. The policy must be developed by the event management in conjunction with the specific environmental agencies in a country. Examples of sustainable events in the world today include: the FIFA world cup, Olympics and the common wealth games. Week 9 Event Tourism Planning Event tourism entails the selling of an event to tourists. It is a common trend for event tourism marketers to include the destinations where the potential tourists will stay for example hotels, restaurants and motels. In order to ensure that event managers are able to capture the desired number of tourists. For this reason, an event tourism situational analysis is important (Keily, 2012). This enables an event management to create a foundation for the goals of the event tourism. The consideration of the stakeholders of an event is important in order to ensure that the potential tourists have the required knowledge in order to make informed decisions. An event manager should also describe the goals which a destination must fulfill so as to ensure that it stays in line with the standards of the vent being organized. For instance accommodation facilities for players attending the FIFA world cup. The existing events must also be developed in order to satisfy the standards which are set by the event. Creation of new events is also an option. In order to ensure that event tourism is successful, the event management in conjunction with the tourism sector in a country develops a tourism strategy which aims at synchronizing all the factors towards meeting the objectives of the event tourism plan. Week 10 Staging Events As pointed out earlier, the event is the product on which everyone’s eye is glued to. The staging of an event entails giving it the glamorous look. This look entails the theming and event design, programming, choice of venue, audience and guests, the stage on which the events unfold, power, lighting and sound system, decorations, props, catering, performers and crew (Keily,2012). All these must be synchronized to the event’s standards. Week 11 Logistics Logistics is a tool which is used for analyzing an event and it involves the subdividing the work into categories. Logistics give the project management a statistical approach towards streamlining the plans of the event into a meeting its goals and objectives. The elements of event’s logistics include: supply which entails linkage of marketing and promotion, ticketing, customer transport, queuing and transport, supplying of customer, product and facilities. Items and facilities which are needed on the actual event are important in ensuring the comfort of the audience (Keily, 2012). They include items like financial facilities, food and beverage, emergency and media services. Logistics are either qualitative or quantitative. However, no matter their type, they give the project management a chance to work with real time data so as to improve their services. Week 12 Risk Management and Legal Issues of Event Management For any event, it is necessary to analyze the risks which are associated with the event. The security of the attendees should be paramount so as to reduce life and health risks. The legal aspects of the event management should also be considered in details. The contracts which are signed between the event managers and the service providers and suppliers should be drafted with due consideration to the legal aspects of a country (Keily, 2012). This ensures that the event’s activities are based on a legal background which insulates it from any shortcomings. Issues to do with licenses’ and permits should also be done promptly. In a bid to protect the event from risks, there is a need to seek a good insurance policy from a good insurance company. Week 13 Event Evaluation and Research After the successful completion of an event, it is appropriate to measure its success and research on how future events can be organized better. The achievements of the goals of the event are measured with respect to the strategic plan and the real time data which is gotten from the ground. The fulfillment of the needs of every stakeholder is also accessed (Keily, 2012). After this research is done as to how the future events can be organized better. References Beloviene, A, Kinderis, R, Willaimson, P, Ivanov, T & Ortin C , (2008). Event Management Handbook, Newyork, John Wiley And Sons. Jones & Bartlet (2011). Today’s Concept Of Organizational Management Ch. 3, Today’s Concept Of Organizational Management; 51-82 Keily, T (2012). Festival and Special Event Management. Unit Notes. Smith , J (2009). The Concepts Of Events Management. Newyork, John Wiley and Sons. Shapiro, J. (2009). Strategic Management, CIVICUS; 45-61 Read More