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The Business of Leisure. Planning an Event. What is Event Management?. Definition: “The process by which an event is planned, prepared, produced and evaluated ”. Types of Event at Alton Towers Resort . 1. Conferences and Corporate Events

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The Business of Leisure

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The Business of Leisure

Planning an Event


What is Event Management?

  • Definition:

  • “The process by which an event is planned, prepared, produced and evaluated”


Types of Event at Alton Towers Resort

  • 1. Conferences and Corporate Events

  • Conferences are usually at the Conference Centre in the Alton Towers Hotel

  • We also offer seasonal events for the corporate market within our conference centre. An example of this would be our Christmas Ice & Diamonds Ball.

    • Corporate Events tend to be within the Theme Park and can include Team Building, Company Fun days or Sampling opportunities


Types of Event at Alton Towers Resort

  • 2. Consumer Events

  • These are themed events or special events for our general visitors and tend to be to add value or to drive incremental volume at a given time

    • Examples of Consumer Events for past year’s are:

      Alton Towers Live

      Black Eyed Peas

      P!NK Concert

      Scarefest

      Fireworks


What is involved in event management?


Planning an Event: Marketing

  • The Four P’s

  • Product

  • Price

  • Place

  • Promotion


Planning an Event: Resources

  • Masquerade Ball

  • Venue – State Room

  • Staff – C&B; Entertainments + external band & DJ

  • Equipment

    • AV

    • Chairs

    • Catering

    • Rooms


Masquerade Ball Process


Planning an Event: Resources

  • P!nk Concert

  • Venue – Theme Park Front Lawns

  • Staff – all contracted staff

  • Equipment – Bought in production through Marshall Arts Ltd

  • Arena Security

  • Barriers

    • Temporary toilets

    • Temporary Lighting

    • Temporary Signage

    • Road Traffic Management

    • Sound Consultant


P!nk Concert Process


Planning an Event: Constraints

  • Finance – what can we deliver within the budget?

  • Size – of event and venues

  • Numbers required to deliver ROI

    • Noise and local residents

    • Logistics

    • Timescales

    • Legal requirements


Planning an Event: Contingencies

  • Contracts

  • Cancellation terms

  • Health and Safety

  • Public Liability Insurance

  • Evacuation Plans

  • Signage

    • Traffic Management

    • Lost & Found people/property

    • Emergency Services


Planning an Event: Evaluation & Review


Event Management-The future

  • Competition – monitor and evaluate potential

  • Corporate trends – track and decipher

  • Economic Climate – consideration for budgeting

    • 2012 Plans

    • 2 New Propositions

    • Improve exposure through increased PR

    • More Concerts and Special Events


Conclusion

  • We have explored the two key types of events at Alton Towers Resort

    • Corporate and Consumer

  • Through the examples of our Masquerade Ball and P!NK we have discussed the key elements that enable us to plan, prepare, produce and evaluate these events

  • We have looked at what is involved in the event process and how the 4P’s of marketing are utilised to secure successful event results

  • We have considered the use of resources and discussed the constraints and contingencies that may occur within this type of venue

  • Through the use of the evaluation and review cycle we can ensure that we continuously improve our event management at Alton Towers Resort.

  • Finally we touched on our future plans and the potential future of the events industry in order to prepare ourselves for the road ahead.


Any questions?

  • Thank You

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