PRINCIPLES AND PRACTICES OF

EVENTS MANAGEMENT


Objectives

Underline the importance of the planning process.

Distinguish the objectives in relationship to the environment
search and information gathering.

Examine the demand and the importance of operational
planning.

Essential reading
SHONE, A., and PARRY, B., 2010. Successful event
management. 3
rd
ed. London: Thomson. Chapter 6.
FLETCHER, S., 2006. Event management. [online] Available at:
URL:http//www.ispal.org.uk [accessed 5 oct 2010] see reader



The complexity of planning is typical of events and is part of a
whole cycle of interrelated activity, covering planning, action and
control.

The increased importance of planning is due to the key role in
helping to deal with the uncertainties that may arise on the day
EVENT MANAGEMENT ACTIVITIES

Objectives and getting started


Planning


Organising and preparing the event


Implementing; running the event


Divestment/legacy

Shone and Parry (2010,p.90)

Planning is concerned with the process
in which the organiser looks towards the
event and what action is required to
arrange it, and which course of action
would be best.

Every event will be different and
although previous experience will help it
will only be no more than a vague
invitation with regards to what will be
appropriate on the day.







Objectives, Environmental search and
information-gathering


Objectives are the starting point for the
planning of any event, i.e. what is the event
intended to do? Is it intended to entertain, to
fund raise, to celebrate?




















What is the intended market; will it suit the type of people coming to
it?

Even once the event has started changes may need to be made.
Sometimes very major changes in response to problems or to deal
with an unforeseen crisis.
One of the purposes of planning is to visualise potential problems
and to have a plan that will take account of the environment of the
event.



An environmental search and gathering information should be considered
i.e. available dates, suitable times, potential venues and staffing. Checking
that no clashes with other similar or competitor events is likely.


In addition, an environmental search is needed to pull in information about
factors that relate to the event and will help it go well (or save it from going
badly). This is very similar to the screening process covered in a previous
lecture by which an organiser seeks to identify potential problems at an early
stage.
Demand and operational planning


Difficult to assess demand and potential market especially if the event has
never been run before.

However, with many events, the potential number of attendees may be
quite specific, or specific enough for the event manager to get a feel for
requirements.


The competition may be
significant as more than
one event may be taking
place around the planned
date.

The timing of the event may
become key to ensuring
maximum take-up of tickets
(by avoiding the dates of
other events).
Other factors that need to be taken into consideration could
include the environment i.e. if the event is predominately for
students around revision and exam periods.



A big event on television, like the
World cup 2010 or the launch of a
major new film at the cinema.


If the event involves the general
public the timing will be critical and
should be scheduled when
discretionary income is available, or
when there are tourists around, or the
end of the month when many people
get paid.