Event Management for Fixed Martial Arts - Example

Topic: Event Plan Report for UFC event Name of Student: Institution Name: Name of Tutor: Date of Submission: 1. Executive Summary The success of any sporting event is dependent on proper planning and adhering to the principles of the plan that dictate activities during the event. In a UFO event, it is necessary to provide adequate planning of activities and the needs the event.Before the commencement of this event, participants will be subjected to two weeks of training exercise and event organizers will ensure the right resources and equipment are available to facilitate the event. The main stakeholders who will be involved in the event include the government, fighting club members, event organizers, communities and spectators. The event will also involve the participation of numerous parties and partners who will ensure the event is successful. The main human resources to be implemented to ensure the success of the event include people and professionals in finance, marketing, logistics and liaison departments. Promotional strategies will also be applied in engaging consumers by use of print media, audio and media in enhancing awareness about the events. TABLE OF CONTENTS 1.Executive Summary 2 2.Brief Description of the event 4 3.Objectives of the Event 4 4.Stakeholder analysis 5 5.Site Analysis 7 6.Logistics and staging 8 7.Human resources 9 Figure 1. A Chart of Human Resource Structure during the Melbourne UFC championships 9 8.Market Analysis 11 8.1.Market Research 11 8.2.Target Market 11 8.3.SWOT Analysis 11 8.4.Customer Analysis 12 9.Marketing and promotion 13 10.Sponsorship 14 11.Analysis of economic, environment and social impact of the event or festival 15 12.Conclusion 16 References 16 2. Brief Description of the event Most people believe that is a dangerous game that should not be authorized by laws of all countries. It is associated with creation of a culture of violence and has received much negative reactions from the public (Woodside & Martin, 2008). This event will be held at Rod Lave arena and would be referred to as UFC Championship with the aim of creating awareness of the significance of the game as well as acting as a tourist’s attraction for people who will come to watch the fight. Five sporting events will take place which will involve two opposing fighters in each stage. Referees will be in control the fights during the event while it will be broadcast live in the national television of Australia. Participants in the events will be those who are trained in major events such s wrestling, kickboxing, karate, boxing, grappling and other combat sports (Robertson, 2006). Those who wish to participate in the event are always required to sign an attendance contract with the event organizers four months before the event to allow scheduling their matches during the events. They will also be required to taint regularly and consistently before the event so that weak participants can be detained and excluded from participating in the event. This paper provides a plan for the UFC event that will take place in Rod Laver arena. 3. Objectives of the Event There are specific goals that any event tries to chive. The success of an event is measured by the extent to which these goals are attained. The main objectives of the event are to achieve a number of awareness functions as stated below: To create awareness on the need to keep fit by exercising. This is because there is a number of health problems related o lacks of exercising. These include obesity and cancer particularly among the older generations. These events are also targeted towards warning participants against participation in violent activities. It puts more emphasis on avoidance of participation in violent events such as street fights. These events are also ways in which tourists are attracted to a country. By hosting this event in Melbourne, tourists who come to the city will be able to see the sports and become pleased with their tourism experience in the city. This will result into generation of more income from tourism services of the country. The event will also be used as a method of enhancing cultural practices in Australia and a display of various cultures within the country. It will be used as a method of enhancing the practice of these cultures within the community. 4. Stakeholder analysis Melbourne UFC Championships Stakeholders Roles Event Planner/manager He is in charge of all activities that take place during the event and create a link between stakeholders for the purpose of understanding the purpose of the event and its target outcomes (Gerbasi, 2011). The event manager is also responsible for monitoring the functions of stakeholder and provides an advice on how resources should be divided in order to achieve the stated objectives (Gurbutt, 2011). Organizing committee Their role is to select the most qualified people to manage activities during the event. . They will also provide advisory services regarding the manner in which resources should be allocated for various functions during the event. Industry players such as the government, non-governmental organizations that specialize in UFC services They contribute towards planning of the event and its completion based on government regulations (Jacobs, 1997). Industry players provide a number of resources that incorporates monetary assistance (Langton, 2011). The main organizations that will be involved in the event will be Australian Red Cross Society and the Sports Department of Australia. Organization of UFC participants will also be involved in the event. Rod Laver arena This is the arena where the event will take place. The arena is circular in shape and has a capacity of 80000 people. This makes it a suitable place for holding the event. In addition, the event is focused on promoting the popularity of UFC and it is significant to come into agreement with the management of the arena to understand the purpose of the event (Lussier, Kimball, & Lussier, 2009). Participants (UFC participants) These are people who are trained to participate in the event by observing the rules of the event and the level of training required to be fit for the event (Raj & Musgrave, 2009). Spectators/Attendants These are people who will come to see the events. They also watch the fight and cheer the participants during the event (Robertson, 2006). Their entrance into the stadium will be subject to payment of entrance fees. Media The role of the media is to promote the event and it is important that they are present during the event (Robinson,Wale & Dickson, 2010). The media will also inform the community on the significance of the event and the impacts on the community and stakeholders and fans of the game. Community These are people who live near the location where the event is held (Silvers, 2012). The community will benefit from the event because it will be easy to reach the venue without the need for travelling. In addition, tourism will be boosted in the region while business will be promoted when the event is held in their community. Business Community These are people who can improve their business activities during the event by selling drinks, promoting materials and other related activities (Solomon, 2002). The main significance of this stakeholder is that it results into generation of resources that can be useful in ensuring the success of the event. 5. Site Analysis The site refers to the place where an event is taking place (Stratton & Rogers, 2010). Some of the factors that need to be considered in determining the suitability of a site include accessibility, practicability and the existence of resources that facilitate the fulfillment of the goals of the event (Supovitz, 2005). However, there are a number of changes that will need to be made in order to achieve the overall goal of entertaining fans as well as conducting the event successfully. These factors are considered when holding any event irrespective of the nature of the event (Trueman, 2002). The Rod Laver Arena has been selected for the event because it is located in Melbourne and it is circular in shape and can be used for a number of purposes. It is also large and is located in an area where there is easy access. It is also possible to manage the security inside the arena because it has a history of ensuring security of participants and the audience during an event. 6. Logistics and staging In any event, there are certain resources and protocols that have to be followed in order to ensure the success of an event. There are a number of resources required during events and these resources differ from place to place and based on the nature of an event. For instance a UFC fight requires compliance with government regulations and safety requirements compared with athletics. Consequently, event organizers must understand a number of factors before deciding on proceeding requirements (Wall, 2005). The appropriateness of the site for Melbourne UFC Championships was appropriate because it has the right resources to assist in conducting the event successfully. The logistical challenge is that during a UFC event, it is usually difficult to bring people required to participate in the event to training for one week before they can be allowed to participate in the event (Wiseman, 2011). The event organizing team is made up of individuals who represent the fighters during the decision making for policies of the event and provide them with directions during the event (Wood & Brotherton, 2008). Representatives of participants such as their trainers and coaches will be allowed to enter into the arena without charges. The arena should also be inspected for suitability for the event by checking whether the seats are properly arranged and in good condition, screens for broadcasting the event in the arena should also be checked for functionality and room capacity should be determined and the maximum number of spectators expected in the arena should not be exceeded (Woodside & Martin, 2008). 7. Human resources Various staffs will be involved in accomplishment of the event objectives. For instance it will involve the event manager whose main role will be to oversee the overall activities of the events. In order to ensure the events are held successfully, there is the need to deal with resources such as finance, human resource and logistics in a sound manner (Wright & Siwek, 2005). The chart below shows a summary of management structure of the Melbourne UFC Championships. Figure 1. A Chart of Human Resource Structure during the Melbourne UFC championships The following table shows the main responsibilities that each department will be involved in during the event. Department Roles of the department Managing Director The person in charge of this position ensures he coordinates all the activities of all the departments and ensure all sector of the event are successful. He will also provide a focal point on which all stakeholders will be associated. Human Resource Department This department is responsible for determining the experts in various tasks that are performed during preparation for the event and also during the event (Ada Scupola, 2009). They will also ensure employees during the event work together and form a united work force. Liaison Department The person who heads this position will ensure all departments work in unison b providing various locations where participants and audiences participate during the event. Logistics department The person who holds this position ensures resources required in all the departments are used effectively by availing the resource s in the localities and also ensures the participation of participants and the audience during the vent with comfort (Biswas-Diener, 2012). Finance department The person holding this position ensures effective financial collection and enable budgeting on the areas where finances will be allocated to accomplish financial needs of the event (David Mayeda, 2008). He will also ensure that collected funds are used in a manner that results into accomplishment of the objectives of the event. Marketing department The person in charge of this position will ensure all the information relating to services and products are provided to the audience. He will also ensure target audiences are engaged and participants encouraged participating in the event. 8. Market Analysis Market analysis refers to the process where the environment in which an organization operates is identified and the behavior of consumers in the market is identified (Gerbasi, 2011). There is a distinction in consumer behaviors towards some products and services in certain areas. The following are activities that will facilitate market analysis. 8.1. Market Research This is the process where the information about the market is collected. There is a distinction between market research and marketing research in that marketing research enables collection of information and processing the information and determining marketing actions. There is plenty of information relating to organizing an event in literature It is easier to collect such information and use them in formulating and implementing Melbourne UFC Championship. 8.2. Target Market This refers to a section of the larger market in which it is possible to concentrate resources to accomplish maximum output such as profitability. The target market for the Melbourne UFC Championships is UFC fans and tourists who will be willing to watch the game. It will also include local communities and organizations involved in promoting sports culture. 8.3. SWOT Analysis SWOT Analysis refers to the process of determining how an organization operates and marketing strategies are determined to be implemented (Jacobs, 1997). During SWOT analysis, factors of an organization such as strengths, weaknesses, opportunities and threats are determined. The following table shows a SWOT analysis for the Melbourne UFC Championship. Strengths The conducting of the event will enhance popularity of UFC More income will be generated from the event Weaknesses There are many resources that the event organizers are unable to obtain There are other sports that are more popular in comparison with UFC Opportunities The event will make us of the existing arena to host the event More tourists who love to watch UFC will be attracted Threats The event organizers face high losses if there will be low attendance of the event 8.4. Customer Analysis This is the process where customers are understood through segmentation process, value creation, and motivation of customers and understanding consumer behaviors of customers in order to drive the purchase of products and services (Langton, 2011). The importance of customer analysis is that it allows identification of customers and strategies that can be used to reach these customers (Lussier, Kimball & Lussier, 2009). It also ensures the most profitable customers are identified and the methods of engaging them are established. The following table shows various customers during the event and the benefits that can be derived from them. Customers Impact on the event UFC Fans Resources will be channeled towards creating awareness among UFC fans so that they turn out in large numbers to watch the event. Community The community enables identification of people who have talents in UFC and also assists in provision of services such as parking areas for visitors as well as forming part of the audience during the events (McMahon-Beattie & Yeoman, 2004). Organizations They assist in providing financial assistance and other forms of sponsorships that ensure the success of the event (Raj & Musgrave, 2009). They will also assist in collection of resources and contribute to the success of the event. Government Government will contribute to the success of the event by providing assistance. This can be accomplished through creating awareness and making the government informed about the significance of the event (Robertson, 2006). Audience These are the most important customers during the event when they will contribute the entrance fee. Their attendance will result into generation of additional revenues that will assist in achieving the goals of the event. 9. Marketing and promotion The main method that will be used to market and promote the game is by hosting it. During the promotion process, the public is engaged into getting information relating to the products and services in order to change the behavior of consumers (Robinson, Wale & Dickson, 2010). The process of promoting Melbourne UFC Championships will involve the use of a number of strategies. The media channels used to promote the events are summarized in the following table. Media Channel How the media channel can be used Television, radio These refer to platforms where consumers and other stakeholders get the information about the event (Silvers, 2012). While the events will be ongoing, television and radio will be used to broadcast the events. This ensures those who do not attend the event are able to watch them on television or listen to them on radios (Solomon, 2002). Print, newspapers and other publications A number of publications will be used to publish information relating to Melbourne UFC championships. The use of brochures and pamphlets is used to engage organizations and individuals regarding information relating to the events (Stratton & Rogers, 2010). The use of internet in promotion The use of internet facilitates the exchange of information between the advertiser and the consumer (Supovitz, 2005). In order to promote the events through the internet, a website will be created where objectives of the events will be displayed. This enables online users get detailed facts about the event and those who have the capacity to attend will do so (Trueman, 2002). 10. Sponsorship This refers to the process of providing assistance of any form such as financial assistance for the purpose of achieving commercial gains. Sponsorship is also important in accomplishing particular social objectives such as encouraging the community to fulfill their social requirements and obligations. In addition, sponsorships in sports ensures the sport is directly associated with the target audience (Wall, 2005). Some of the sponsors whose contribution can result into the success of the event include the following: Sponsor Area of Sponsorship Media houses These houses will provide platforms where information pertaining to the event will be aired. It enables reach out to many audiences and ensures participants are engaged with the target audience (Wiseman, 2011). They also ensure the public is informed and participants and other individuals needed are found. Government There are plenty of resources that can be contributed by the government to facilitate the event. This can be achieved through provision of security personnel who ensure there is adequate security during the event (Wood & Brotherton, 2008). 11. Analysis of economic, environment and social impact of the event or festival There are many economic, environmental and social impacts that will be observed when the event is conducted (Wright & Siwek, 2005). These impacts are either positive or negative and include the following: The economic impact is that the event can result into generation of income which can be used to improve hosting of the event and its role in attracting tourists. The generated income will also be used to improve conditions at the stadium. Furthermore, the location where the event is held will become a tourist attraction because it will be more pleasing for tourists to visit the place. The environmental impact is that the location where the event will be held will be affected negatively due to high amount of waste material due to dirt brought about by consumable products. It will be necessary to ensure cleaning is done to contain the dirt. There are also social impacts that will result as a result of hosting the event. These include the impact of perception of people towards UFC, effects on tourism that will boost the tourism industry, high possibility of people to interact during the event and the overall popularity of UFC in Australia. 12. Conclusion UFC is misconceived to be a dangerous game that brings more harm than good. However, when properly conducted, it can result into one of the exciting experiences for sports fans and tourists (Biswas-Diener, 2012). This requires proper planning and adhering to the requirements of the plan. It also requires discipline among participants and reasonable goals being set by stakeholders and the audience. Based on the above plan for the UFC, it is believed that the event will be successful and cases of violence that are associated with the event will not occur. However, it will be necessary to ensure that the equipment and facilities needed to conduct the event are put in place so that cases of failures are minimized. It will also be necessary to ensure there are enough human resources and financial backup to assist in implementing the needs of the event. This event is expected to bring a number of benefits to the Australian community in terms of revenues generated from the event and increased frequency of tourists who will be willing to return and watch similar events. 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