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7/25/2019 Event Concepts
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EVENTEVENTCONCEPTSCONCEPTS
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STAKEHOLDERSSTAKEHOLDERS
Getz states that stakeholders are thoseGetz states that stakeholders are those
people and groups with a stake in thepeople and groups with a stake in the
event and its outcomes, including allevent and its outcomes, including allgroups participating in the eventgroups participating in the event
production, sponsors and grant-givers,production, sponsors and grant-givers,
community representatives, and anyonecommunity representatives, and anyoneimpacted by the event.impacted by the event.
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STAKEHOLDERSSTAKEHOLDERS
According to Allen et. Al:According to Allen et. Al:
Host organizationHost organization Host communityHost community Co-workersCo-workers
vent sponsorsvent sponsors !edia!edia "articipant# spectators"articipant# spectators
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C$!!%&'()Authorities#GovernmentAgencies
*erviceContractors#*uppliers
ventAudience#*pectators
"articipant#"er+ormers
*ponsors,onors
!edia
"rincipal "erson ororganization, client
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Purpose of the EventPur
pose of the Event
(he most important +actor to be(he most important +actor to be
considered in developing the eventconsidered in developing the event
concept.concept.
(his +actor should drive all planning(his +actor should drive all planning
and assist in sorting out di++erencesand assist in sorting out di++erences
o+ opinion and managing con+lict.o+ opinion and managing con+lict.
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Example of Purpose of Event forExample of Purpose of Event for
Conferences:Conferences:.. (o +acilitate an echange o+ in+ormation,(o +acilitate an echange o+ in+ormation,
bringing participants up to date with thebringing participants up to date with the
latest changes in +inancial planninglatest changes in +inancial planning
so+tware products.so+tware products././. (o achieve a memorable put-o+ body-(o achieve a memorable put-o+ body-
eperience +or +inancial planners in ordereperience +or +inancial planners in order
to develop a positive association with ato develop a positive association with a
new so+tware product.new so+tware product.
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OBECT!"ESOBECT!"ES
"lanning +or an event should also"lanning +or an event should also
involve de+ining speci+ic, measurableinvolve de+ining speci+ic, measurable
ob0ectives.ob0ectives.
(his may include targets +or the(his may include targets +or the
+ollowing:+ollowing:
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. &umber o+ people attending
/. &umber o+ participants1. Contribution o+ sponsors
2. 3alue o+ grants and donations
4. 5reak even or amount o+ pro+it
6. Goals +or charitable contributions
7. 8evel o+ media eposure
9. &umber o+ repeat visitors
. 3alue o+ merchandise sold
;.3alue o+ +ood and beverage sold
.&umber o+ ehibitors stall holders
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SCOPE O# THE E"E$TSCOPE O# THE E"E$T
(his encompasses the date, time,(his encompasses the date, time,
duration and size o+ the event.duration and size o+ the event.
(his is dependent on available(his is dependent on available
resources.resources.
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EVENTEVENT
VENUES ANDVENUES AND
SITESSITES
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Anal%&e venue or s'teAnal%&e venue or s'te
re(u'rementsre(u'rements
(wo main considerations in evaluating(wo main considerations in evaluating
the suitability o+ a venue or site:the suitability o+ a venue or site:
.. (he +unctionality o+ the venue(he +unctionality o+ the venue
/./. *uitability o+ the site +or the event>s*uitability o+ the site +or the event>s
creative purposecreative purpose
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Select'on s'te processSelect'on s'te process
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&egotiate and liaise with venue and&egotiate and liaise with venue and
site personnelsite personnel
'denti+y risk management issues
associated with speci+ic venues andsites
Assess the need +or tentativebookings and take action promptly
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Coordinate multiple site or venue selectionsCoordinate multiple site or venue selections
when re?uired in a logical mannerwhen re?uired in a logical manner
"rovide clear and accurate brie+ings on venueor site options to key stake holders
"rovide recommendations and rationale
Gain appropriate approval and con+irm agreements
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#actors to cons')er *hen#actors to cons')er *hen
choos'n+ a venue:choos'n+ a venue: "otential to +ul+ill the purpose o+ the"otential to +ul+ill the purpose o+ the
eventevent AmbienceAmbience 8ocation8ocation AccessibilityAccessibility "arking"arking *eating capacity*eating capacity 5uilt +eatures5uilt +eatures
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#actors to cons')er *hen#actors to cons')er *hen
choos'n+ a venue:choos'n+ a venue: Cost o+ decoration, sound and lightingCost o+ decoration, sound and lighting
Cost o+ laborCost o+ labor
8ogistics o+ setting up8ogistics o+ setting up
=ood and beverage +acilities=ood and beverage +acilities
*a+ety*a+ety
@Attraction, Access, Amenities, Amount,@Attraction, Access, Amenities, Amount,AudienceAudience
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Event Au)'enceEvent Au)'ence
Bhen organizing an event, theBhen organizing an event, the
needs o+ all the participants must beneeds o+ all the participants must be
considered be+ore +inalizing theconsidered be+ore +inalizing the
concept.concept.
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#'nanc'al Cons')erat'ons#'nanc'al Cons')erat'ons
5%G(- is the estimate o+ revenue5%G(- is the estimate o+ revenueand epenses. 't provides data on anand epenses. 't provides data on anevents +unding re?uirements as wellevents +unding re?uirements as well
as a means to monitor epenses.as a means to monitor epenses.
!a0or budget points include:!a0or budget points include:
Cost,
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C$*(- re+ers to the epenses or howC$*(- re+ers to the epenses or howmuch it will take to stage the event.much it will take to stage the event.
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T'm'n+ of the eventT'm'n+ of the event
8inked with seasons or weather8inked with seasons or weather
=actors:=actors:
.. *eason*eason
/./. ay o+ the weekay o+ the week
1.1. (ime o+ the day(ime o+ the day
2.2.
urationuration
8ead time- time available +or planning and8ead time- time available +or planning andimplementationimplementation
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Event Team, Contractors, an)Event Team, Contractors, an)
other Sta-e hol)ersother Sta-e hol)ers (alent#"er+ormer(alent#"er+ormer
Cast and crewCast and crew
*ervice providers*ervice providers *uppliers*uppliers
mployeesmployees
3olunteers3olunteers mergency servicesmergency services
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EVENT
CONCEPTFEASIBILITY
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CO.PET!T!O$CO.PET!T!O$
involves looking at the timing andinvolves looking at the timing and
duration o+ other events, even i+ they areduration o+ other events, even i+ they are
unrelated.unrelated.
&3'
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RE/0LAT!O$SRE/0LAT!O$S
A wide range o+ laws and regulationsA wide range o+ laws and regulations
have an impact o+ staging an eventhave an impact o+ staging an event
and these can severely limit theand these can severely limit the
creativity.creativity.
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.ARKET!$/.ARKET!$/
how to sell an event is veryhow to sell an event is very
important part o+ the initial planning,important part o+ the initial planning,the timing o+ marketing e++orts arethe timing o+ marketing e++orts are
very crucial.very crucial.
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CO..0$!T1 !.PACTCO..0$!T1 !.PACT
(he impact o+ an event to a(he impact o+ an event to a
community is a ma0or considerationcommunity is a ma0or consideration
in the planning stage.in the planning stage.
't is absolutely essential that't is absolutely essential that
community bene+its are eplainedcommunity bene+its are eplained
and other impacts considered as partand other impacts considered as part
o+ the event proposal.o+ the event proposal.
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R!SKSR!SKS
Beather- greatest risks to the attendance,Beather- greatest risks to the attendance,en0oyment and success o+ most events.en0oyment and success o+ most events.
$ther risks:$ther risks:.. Cancellation by a key per+ormerCancellation by a key per+ormer
/./. &on-arrival o+ e?uipment&on-arrival o+ e?uipment
1.1. (echnical +ailure(echnical +ailure
2.2. (ransportation crisis(ransportation crisis4.4. AccidentsAccidents
6.6. *a+ety and security*a+ety and security
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RISK MANAGEMENTRISK MANAGEMENT
it is the assessment o+ risk andit is the assessment o+ risk and
measures taken to alleviate itsmeasures taken to alleviate its
e++ects.e++ects.
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DESIGN
THE
EVENT(The creative elements that must beconsidered)
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THE.ETHE.E
(he theme should appeal to all the(he theme should appeal to all the
senses: (ouch, *mell, taste, sightsenses: (ouch, *mell, taste, sight
and hearing.and hearing.
Deep in mind the needs o+ theDeep in mind the needs o+ the
audience when planning, +or eampleaudience when planning, +or eample
the kind o+ music to be played.the kind o+ music to be played.
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THE.ETHE.E
(he theme o+ the event should be linked(he theme o+ the event should be linkedto the purpose.to the purpose.
't should be completely compatible with't should be completely compatible withguest#audience needs and consistent in allguest#audience needs and consistent in allaspects.aspects.
"otential themes are endless, limited only"otential themes are endless, limited onlyby your imagination and the customer>sby your imagination and the customer>spocket.pocket.
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Examples of theme:Examples of theme:
HistoricalHistorical GeographicalGeographical CulturalCultural
*porting*porting !usical!usical ntertainmentntertainment
ArtisticArtistic =ood and Bine=ood and Bine $b0ects$b0ects
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LA1O0TLA1O0T
(his creative element is given +ar too(his creative element is given +ar too
little consideration.little consideration.
ample: @'+ layout is not givenample: @'+ layout is not given
attentionattention
-
(oo much open space(oo much open space- (oo much light(oo much light
- 8imited opportunity +or people to mi8imited opportunity +or people to mi
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DECORDECOR
=abrics, ecorative items, stage=abrics, ecorative items, stage
props, drapes and table settingsprops, drapes and table settings
=loral arrangements=loral arrangements
5ridges5ridges
=ireworks=ireworks
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S0PPL!ERSS0PPL!ERS
Good relationships will suppliersGood relationships will suppliers
will ensure that only ?uality productswill ensure that only ?uality products
will be received.will be received.
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TECH$!CAL RE20!RE.E$TSTECH$!CAL RE20!RE.E$TS
*peakers*peakers
!icrophones!icrophones
8ights and sounds8ights and sounds
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ENTERTAINMENTENTERTAINMENT
=or some events, entertainment is=or some events, entertainment is
central, +or other events it iscentral, +or other events it is
peripheral. (he most important thingperipheral. (he most important thing
is that the entertainment suits theis that the entertainment suits thepurpose o+ the event, not detractspurpose o+ the event, not detracts
+rom it.+rom it.
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TALE$TTALE$T
!ay come in the +orm o+ the +ollowing:!ay come in the +orm o+ the +ollowing: !usical per+ormers!usical per+ormers ancersancers
AthletesAthletes Gol+ersGol+ers Con+erence speakersCon+erence speakers
Bhen talent is the +ocal point, managementBhen talent is the +ocal point, managemento+ the talent is eceptionally important.o+ the talent is eceptionally important.
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CATER!$/CATER!$/
&othing makes participants at an event more&othing makes participants at an event more+rustrated than delays in service and poor ?uality+rustrated than delays in service and poor ?uality+ood.+ood.
=ood ?uality and selection must be taken into account .=ood ?uality and selection must be taken into account .
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SER"!CESER"!CE
!atheson states that:!atheson states that:
(he intangible aspects o+ the(he intangible aspects o+ theevent are vitally important. (heseevent are vitally important. (heseinclude the atmosphere or ambienceinclude the atmosphere or ambienceand the +actors that contribute to theand the +actors that contribute to the
uni?ueness o+ the visitorsuni?ueness o+ the visitorseperience. (his is provided largelyeperience. (his is provided largelyby the sta++ and volunteers.by the sta++ and volunteers.
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FROM
CONCEPT TOOPERATIONAL
STAGE
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The lo+'st'cal elementsThe lo+'st'cal elements
Access to the siteAccess to the site@Can vehicles come@Can vehicles comeclose enough +or o++ loading or parkingEclose enough +or o++ loading or parkingE
Physical limitationsPhysical limitations@ Bill the size or@ Bill the size or
shape o+ the stairs make it possible toshape o+ the stairs make it possible tomove the heavy e?uipmentEmove the heavy e?uipmentE Dimensions of the siteDimensions of the site@'s it high, too@'s it high, too
low or too narrowElow or too narrowE
Refrigerated StorageRefrigerated Storage@'s it su++icientE@'s it su++icientE Physical space for food preparationPhysical space for food preparation@'s@'s
it too smallEit too smallE
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Toilet facilitiesToilet facilities@Are they +ied or@Are they +ied or
portableEportableE
CleaningCleaning@'s it contractedE@'s it contractedE CateringCatering@Bill there be any physical@Bill there be any physical
problems with transporting, storing, andproblems with transporting, storing, and
serving +oodEserving +oodE
SafetySafety @Are patrols, eits, +ire procedures,@Are patrols, eits, +ire procedures,
+irst aid, etc all in placeE+irst aid, etc all in placeE
Potential Damage to the sitePotential Damage to the site@'s there@'s there
a danger o+ +lowerbeds being trampledEa danger o+ +lowerbeds being trampledE Provision of basic servicesProvision of basic services@Are water@Are water
and electricity laid onEand electricity laid onE