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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

The Business of Leisure

Planning an Event

What is event management
What is Event Management?

  • Definition:

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

Types of event at alton towers resort
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 resort1
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



Planning an event marketing
Planning an Event: Marketing

  • The Four P’s

  • Product

  • Price

  • Place

  • Promotion

Planning an event resources
Planning an Event: Resources

  • Masquerade Ball

  • Venue – State Room

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

  • Equipment

    • AV

    • Chairs

    • Catering

    • Rooms

Planning an event resources1
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

Planning an event constraints
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
Planning an Event: Contingencies

  • Contracts

  • Cancellation terms

  • Health and Safety

  • Public Liability Insurance

  • Evacuation Plans

  • Signage

    • Traffic Management

    • Lost & Found people/property

    • Emergency Services

Event management the future
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


  • 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
Any questions?

  • Thank You

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