Event planning

1. Event planning

2. Looking Back to Our First Events Class • What did we discuss?

3. We talked aboutConceptualising the event • Who are the stakeholders? • Balancing the conflicting needs of stakeholders • Defining the purpose of the event • Making it happen

4. We started to talk aboutEvents – Who is involved & What do they want out of an event • Host organisation • Host community • Sponsors • Media • Workers • Paid and volunteer • Participants and spectators

5. We talked aboutThe Relationship of Stakeholders to Events • Host organization • Objectives • Management • Host community • Impacts • Context • Sponsors • Money/in kind • Acknowledgement

6. The Relationship of Stakeholders to Events • Media • Editorial/ advertising • Promotion • Workers • Payment / reward • Work • Participants & spectators • Participation / support • Entertainment / reward

7. The Host Organization • Government • Private Enterprise • Media • Community groups

8. Planning the Event • Things to consider • What is it you are trying to achieve • Who for • What needs are we satisfying

9. Some Questions to ask early in the planning • Is the event a good idea? • Do we have the right planning and marketing skills? • Are we in the right community? • Who will perform? • Does the community have the required infrastructure? • Where will it be held? Is that venue available and at a suitable price? • Is there something in the event that will attract an audience? • Will it attract media support? • What strong sponsors are available? • What publicity/promotions are required to attract the required crowds? • Are our measures of ‘success’ reasonable?

10. Some Areas to Consider in Planning an Event • Conceptualizing the event • Marketing & Management • Human resources • Event administration • Control & budgets • Event logistics • Staging the event • Evaluation

11. Coming up with the Ideas • The needs of the stakeholders • Parameters of the event • What parameters are already defined? • Time, location, theme etc. • Explore and map these in relationship to your assignment – what are the needs of each of the stakeholders

12. Vision and mission Creating a shared vision How do you share the vision of the event? How do you articulate and develop a common vision between all stakeholders? How do you build a sense of commitment?

13. Objectives • What is the event trying to achieve? • Remember the wants of the various Stakeholders • Remember the Impacts of Events (+ & -) • Social & Cultural Impacts • Physical and environmental • Political • Economic (Including tourism)

14. Events & Society • What is happening in society that has the potential to shape events? • See also the next slide

15. Environmental scanning Use of the swot analysis • Internal environment • Internal resources • Physical • Financial • Human resources • External environment • Economic • Social • Cultural • Political/Legal • Technological • Demographic • Meteorological • Competitive

16. Achieving the events strategic aim • Given the outcomes of the swot analysis • Do you ‘grow’ the event • Make the event larger • Do you consolidate the event • Keep the event at the same size • Do you make the event smaller • Maybe value add (improve) existing parts of the event • Combination strategy • Maybe cutbacks some elements and enlarge others

17. Operational planning • Single use plans (for non-reoccurring activities) • Specific plans showing who and when for allocation of financial, physical, HR, communication, security etc. • E.g. a budget • Standing plans (reoccurring activities) • Policies • Rules • Standard procedures and methods

18. Who do you need to have onboard • Making things happen – ‘Political’ Infrastructure • Politicians and political groups • Civic and community groups • Including special interest groups • Government bodies • Social & cultural ‘movers & shakers’ in the community • Key business leaders • Local media

19. Human Resource Management • The number and type of human resources required • Organisational structure • Recruitment • Paid or Volunteer • Training • Motivating Staff & Volunteers • Statutory Requirements • Legislation covering employment e.g. OH&S

20. Human Resource Management • Think Back to your HRM unit • What is applicable to events?

21. Marketing Events • ‘Product Development’ • Developing a competitive ‘Product’ • Sponsorship • Pricing • Numbers attending • Promotional activities • Ticketing • Merchandising

22. Remember Your Services Marketing • The 7 P’s • Product • Price • Promotion • Place • People • Physical evidence (Servicescape) • Process (Customers involvement )

23. Consumer Expectations • Marketing a ‘Experience’ • Intangible • Variable • Perishable • Inseparable • Transforming the Customer • What does the customer expect to obtain from attending? • Entertainment, Novel experience, self education etc. • Consumer Expectations • Comparison to similar events

24. Target Market Segmentation • Who are the customers • Some considerations • Location – local, day-tripper or tourist etc • Demographic • E.g. Male V’s Female • Life Stage - age • Socio-economic • Lifestyle group

25. Financial Planning • Budgeting • Revenues what to expect • Ticket revenues • Media • Advertising • Sponsorships • Merchandising/Licensing • Concessions/F&B revenue • Transportation revenue • Donations • Costs of the Event • Operational/production costs • Venue/site rental • Promotion • Talent – performers/participants • Cash flow

26. Planning Experiences • What do we need to consider? • What can we draw from our study of the ‘experience economy’?

27. Planning Experiences – 5 stages • Innovation & creativity – Idea stage • Developing experience concept • Design stage • Internal processes and core competencies • How it affects the organisation • People – the people who make it happen • The Business model • How will money be earned?

28. Ideas stage • How do we find new concepts or improve existing ones? • Creative Thinking – How do we come up with the new and not just stay within the existing patterns of thinking/operating? • What methods can we use? • E.g. Brainstorming

29. Design Stage • Pine & Gilmore focused on 5 principles in designing experiences • Use a theme (consider the story you want to tell) • Forms the foundation of a story • Scripting a participative story • Use positive cues • These could be the environmental • Sights, sounds, smells, tastes, textures or • Human • Avoid negative cues • Eliminate the distractions (such as things people dislike) • Include memorabilia • Engage all five senses • Don’t overwhelm

30. Design stage • You could also use an examination of the existing customer experience. • How can you improve the process? • What are the stages that the customer goes through? • Determine the customers needs, considerations, emotions & impressions • Design your offer

31. An Example • Using the Jaffari model to design a holiday

32. Organizational Consequences • The experience chain activities needs to be translated into supporting processes • The basic processes has to be under complete control • Need competencies to carry out the necessary processes • What (technology etc) is needed to support the processes?

33. Personnel • Quality of experience largely depends on contact moments • What is the desired behaviour required from personnel? • Determine level of staff autonomy • How standardised is the service? • What staff motivation factors are required?

34. Economic • What is cost of staging an experience? • Will the customers be willing to cover the added costs? • What are the costs • Development, salaries, physical setting, marketing... • Can you isolate and attribute costs?