III. Concept
There are numerous elements which need to be considered in developing an event concept. They include the purpose/objectives of the event, the event theme, the venue, the audience, available resources, the timing of the event and the skills of the team. The most important of these is purpose, although the purpose is strongly linked both the theme and the venue.
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The theme of the Event
The theme of the event should be linked to the purpose. It should be completely compatible with guest needs and consistent in all respects. Most event adopt a colour scheme that is repeated on all items produced for the event, such as tickets, programs, uniforms, decor, posters and merchandise. These help attendees to identify with the theme.
There is an endless number of potential themes, limited only by your imagination and the customer’s pocket. Some examples include:
• Historical
• Geographical and cultural
• Sporting
• Film, music and entertainment
• Artistic
• Food
• Objects (scarecrows, CDs, boats)
When coming up with ideas for a theme, it is most important to consider the range of suitable venues available, keeping in mind to constraints of budget and other considerations.
Venue for the event
The manager needs to carefully consider the planning implications of choosing unusual venue in preference to a standard venue requiring decorations only to much the theme. Lighting, sound and catering also provide challenges in usual setting.
The following are examples of unusual venue
• Demolition site
• Parking lot
• Tunnel
• Museum
• Amusement park
• Vineyard
• Orchard
When considering the choice of venue the event organizer needs to look at a number of factors including:
• Potential to fulfil the purpose of the event
• Ambiance
• Location
• Access by public transportation
• Built features (such as stages)
• Cost of decoration, sound and lighting
• Cost of labour
• Food and beverage facilities
• Safety.
There are many factors that need to be taken into account in selecting a venue, but the overall strategy should be to aim for the best possible fit with the client’s and the audience’s needs at the lowest possible cost. If all stages, props, carpets, seating, portable kitchens and refrigerators, and so on have to be hired, the cost will be very hard to justify-Even if the venue seems perfect in other ways.
Event Audience
When organizing an event, the needs of all participants must be considered before finalising the concept. The organizer would be wise to challenge normal behaviour and encourage participation in unusual activities. Great car would need to be taken to ensure that such an audience were not push beyond its conservative limits.
Budget and Timelines
Preparing a budget is a part of initial planning stage. A budget includes projected revenue and expenditure from which an estimate of the net profit (or sometimes net loss for the proposed event can be ascertained. It is a plan based on the accurate quotes from all contractors and suppliers and careful research to ensure that no expenses have been overlooked. It provides guidelines from approving expenditure and ensuring the financial aspects of the events remain on track. The budget is part of the event proposal or the basis of the quote by the event management company to the client.
• Prepare budget
• Finalize budget
• Monitor and review budget
• Allocate budget resources
• Monitor financial activities against budget
• Complete financial and statistical reports.
Financial Considerations
It is an important consideration at this early stage of event concept and design. Initial financial estimates can get out of control very easily, and the choice of event concept can certainly contribute to this. Otherwise good ideas should be knocked on the head at an early stage if they do not appear financially viable as it is possible to come up with the concepts that are startling in their simplicity and also cost effective. This is where the creative and rational aspects of the event manager’s abilities can come into conflict.
Timing of the Event
The timing of an event is often linked to the season or weather. For example, a food and wine festival would be better programmed for early autumn than for mid-summer when the heat would be intolerable for both the audience and the stall-holders. A mid-winter is certainly not the time to hold a flower show. While the might seem obvious, it is surprising how often events are programmed to occur at very unsuitable times.
Evaluation of an event concept must take into account the following four time related factors.
1. Season
2. Day of the week
3. Time of day
4. Duration.
Event Team
A general manager is generally supported by a team which grows exponentially as the event draws near. It is important to note that the event manager typically works with a number of contractors. These could include any or all of the following:
• Venue managers
• Stage managers
• Lightning, audio and video companies
• Decorators and florists
• Entertainers
• Employment agencies
• Rental companies
• Public relations and marketing consultants
• Security companies
• Catering companies
• Cleaning companies
• Ticketing operations
• Printers.
For the events, the manager is also required to liaise with government agencies at a range of levels, from local government through the federal government. Local councils deal with the event planning and approval; state government gives advice on protocol for international dignitaries.
The skills of the event team and, just as importantly, the contractors, such as lightning technicians and catering staffs, are an important consideration in terms of concept development. Staff working at most events have very limited opportunity for training making job break downs and task sheets essential aspects of planning.
The following list of stakeholders is not exhaustive but provides an idea of the many people involved in staging events:
• Event principal/client
• Talent/performer/team and manager
• Cast and crew
• Local community
• Organizing committee
• Local and government authorities
• Emergency service
• Customers
• Colleagues
• Contractors.
IV. ACTIVITY
A. Identification:
1. A _______ includes projected revenue and expenditure from which an estimate of the net profit or sometimes net loss for the proposed event can be ascertained.
2. It is an important consideration at this early stage of event concept and design.
3. Is often linked to the season or weather.
4. When organizing an event, the needs of all participants must be considered before finalising the concept.
5. There are numerous elements which need to be considered in developing an event concept.
B. Multiple choices. Choose the best answer.
1. The following list of stakeholders is not exhaustive but provides an idea of the many people involved in staging events except:
a. Cast and crew
b. Security companies
c. Organizing committee
d. None of the above
2. Is often linked to the season or weather.
a. Budget and timelines
a. Concept
b. Timing of event
c. None of the above
3. When considering the choice of venue the event organizer needs to look at a number of factors including:
a. Potential to fulfil the purpose of the event
b. Ambiance
c. Location
d. All of the above
C. Enumeration:
1-5.Give examples of unusual venue.
6-10.The following list of stakeholders is not exhaustive but provides an idea of the many people involved in staging events:
V. REFERENCE
Cruz, Zenaida L. Convention and Event Get research paper samples and course-specific study resources under homework for you course hero writing service – Manage ment, 2nd Edition. Published by National Bookstore
