Running head: ROCK N’ REGGAE PROJECT 1

Rock ‘n’ Reggae Course Project

Tiffany Williams

Columbia Southern University

MBA 6961 – Project Management

Dr. Trotman

ROCK N’ REGGAE PROJECT 2

Abstract

The Rock ‘n’ Reggae Project is a case study which is conducted as a game for project

management students to work and practice different elements in project management. The

original game design was created by Ken Klassen of Brock University and Keith Willoughby of

Bucknell University.

The premise of the project is one in which the paper’s author is playing the role of a

Project Manager for a company; Planners ‘R Us. My company has been hired to manage the

setup and delivery of an outdoor summer music festival in an unnamed Florida town. Parameters

are provide which limit the amount of employees which can be used as well as a list of tasks to

be completed with expected deadlines.

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The Rock ‘n’ Reggae Project

My company, Planners “R” Us has been hired to oversee the creation and implementation

of a summer music festival named “Rock ‘n’ Reggae. The goal of this project is to provide a

number of project management documents including a

Project Plan: which will contain the project’s concept, constraints and expectations

Work Breakdown Structure: Including a list of the twelve activities to complete

Risk Analysis: to determine potential threats to the success of the concert as well as a

quantitative analysis of the viability of each threat.

Cost Estimate: to show knowledge of budget creation

Schedule Chart: to show knowledge of project management software, a Gantt or PERT

chart will be provided indicating the project’s schedule

Currently there are four dedicated employees at my disposal with an option for a fifth, for

a fee. The project must be completed in 10 weeks. The location of the concert will be a local

football stadium with a capacity of 8000.

The Rock ‘n’ Reggae Project Plan

The town of Buford, Florida (population 256,468) is excited to offer the First Annual

Rock n‘ Reggae Music Festival to its residents. This concept involves providing a one day music

festival featuring a variety of local, regional national and international bands with a musical

focus on rock ‘n roll and/or reggae. The event is expected to attract local and regional fans and, if

successful (well-attended), will become a recurring festival for the town of Buford. Additional

money and marketing will also be spent to have the festival highlighted on MTV (Music

Television) as Florida’s premier summer music event.

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Because this is a first time event, a number of constraints are in place. For instance, the

event is to take place in an outdoor arena in which inclement weather could cause failure. There

is also a risk associated with the success of the marketing and publicity coordination. To help

ensure successful promotion of the venue, the festival organizers are working with MTV – Music

Television to record and re-play the concert on the television station. This festival has the

potential to provide much needed publicity to the town of Buford, in addition to tourism dollars.

Work Breakdown Structure

There are twelve main activities that Planners ‘R’ Us is being asked to coordinate in

order to make this festival a success. A work breakdown structure is provided below to explain

the activities and work packets assigned to each.

Work Breakdown Structure

Activity Breakdown

Description WBS Code

Deliverable 1 Contract negotiation with selected music groupsWP1 Hold panel meeting with city leaders and local interest groups to determine band

roster – with three alternates chosen1.1

WP2 Send invitations to band representatives 1.2

WP3 Confirm band roster 1.3

WP4 Request riders from bands to determine special needs for stage construction 1.4

Deliverable 2 Find a construction firm & build the stageWP1 Send out Request for Bids 2.1

WP2 Review bids and award contract to construction firm 2.2

WP3 Compare stage blueprints with existing band needs and amend as needed – ensure there is an inclement weather plan for the stage (construction)

2.3

WP4 Receive final blueprints for stage 2.4

WP5 Confirm that construction company has all licenses/permits to begin work 2.5

WP6 Begin construction 2.6

Deliverable 3 Contract negotiation with roadiesWP1 Determine if bands will have dedicated roadies for load-in/out 3.1

WP2 Advertise for additional staff to assist with load in/out 3.2

WP3 Interview and hire staff 3.3

WP4 Provide safety training for staff and file documentation 3.4

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Deliverable 4 Screen and hire security personnelWP1 Work with school staff to recruit and hire existing security used at games 4.1

WP2 Determine amount of additional security needed and advertise positions 4.2

WP3 Interview and hire staff 4.3

WP4 Ensure that new security staff are trained and compliant with all rules and regulations of the arena.

4.4

Deliverable 5 Ticket distribution arrangementsWP1 Coordinate w/ stadium officials to utilize ticket distribution procedures 5.1

WP2 Post advertisement for event volunteers 5.2

WP3 Hire volunteer coordinator to train and distribute tickets to local businesses and agencies, including Chamber of Commerce

5.3

Deliverable 6 Organize advertising brochures and souvenir program printing

WP1 Meet with project clients to determine advertising budget 6.1

WP2 Contact band representatives for special instructions related to marketing of bands – copyrights, logos, etc.

6.2

WP3 Find and contract local marketing company to create brochures, flyers and other marketing materials

6.3

WP4 Receive and approve final draft of documents 6.4

WP5 Send documents to print 6.5

WP6 Using volunteers, arrange distribution of marketing documents through local radio, television and school campaigns.

6.6

WP7 Using volunteers, coordinate the staffing and souvenir program sale booths at the event

6.7

Deliverable 7 Logistical arrangements for music group transportationWP1 Find and book storage containers (large scale) for band equipments – (see riders

for approximate size for each band) - 7.1

WP2 Book moving vans/trucks for days prior to, day of, and after event – include rental of tarps, hand trucks & straps

7.2

WP3 Schedule roadies for load in/ load out 7.3

WP4 Book limo/town cars for bands and solo artists 7.4

WP5 Book town cars/van for MTV staff and crew 7.5

WP6 Confirm accommodations/driving times to venue 7.6

WP7 Confirm the route from parking area to green room / dressing areas – Book golf carts as needed.

7.7

WP8 Confirm departure dates of all visitors and coordinate transportation back to airport (may need multiple vehicles at multiple times

7.8

WP9 Reserve one van as a standby vehicle in case of emergency/errands on the day of event.

7.9

Deliverable 8 Sound equipment arrangementsWP1 Review technical riders for group to assess equipment needs 8.1

WP2 Contract sound company to perform sound needs 8.2

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WP3 Meet with venue managers to determine power capabilities 8.3

WP4 If needed, rent generators 8.4

Deliverable 9 Processing of travel visas (for international groups)WP1 Contact band representatives to confirm visa status of band members 9.1

WP2 Contact local consulate representatives to facilitate visa transfers 9.2

Deliverable 10 Hire parking staff, and make parking arrangements WP1 Meet with arena managers to review staffing needs of parking attendants –

including fee collection rules and safety measures10.1

WP2 Recruit and hire parking staff 10.2

WP3 Notify local law enforcement of festival times and traffic direction needs 10.3

WP4 Rent equipment for traffic management – cones, flashlights, fencing, etc. 10.4

Deliverable 11 Distribute media passes and arrange for MTV recordingWP1 Contact MTV producers to arrange media coverage 11.1

WP2 Coordinate film crew staging needs with construction company 11.2

WP3 Create media passes – through local marketing/printer 11.3

WP4 Call pre-event press meeting to discuss filming details; distribute passes. 11.4

Deliverable 12 Arrange for concession sales and restroom facilitiesWP1 Confirm usage of concession areas from arena management (may need to rent

facilities)12.1

WP2 Meet w/ arena managers and customer to determine if alcohol will/can be sold at the event

12.2

WP3 Advertise and request bids from commercial concession 12.3

WP4 Interview and hire concession company – if alcohol is sold, company must already have liquor distribution license in place.

12.4

WP5 Confirm arena restrictions on use of mobile restroom facilities 12.5

WP6 Find and hire mobile restroom company for parking areas and inside arena 12.6

*** Note: all vendors (concession/restroom) are responsible for area cleanup after event – remember to include this in the contracts.

Risk Analysis

A number of risks are to be expected with a project such as this. During the initial

planning, the project manager must be cognizant of factors such as the effect of inclement

weather for an outside venue which could cause a complete shutdown of the project. Weather

may also produce delays in construction. When considering international travel, more risks are in

play since the project manager cannot predict cultural and civil unrests in foreign countries that

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could result in heightened security at airports or the grounding of all air travel from certain

countries; therefore hindering the arrival of selected international bands.

With any large event that serves a large population (such as an outdoor music festival),

there is also the risk of unknown variables with the attendees. There are potential risks of gang

violence, drunk and disorderly participants, or damages to the arena and stage caused by jovial

and carousing crowds that get out of hand. To better mitigate these risks, the company should

only sell tickets prior to the show and only allow parking for guests with tickets. This will ensure

that upset, ticket hopefuls will not loiter in the parking lot.

Additional risk factors, including the financial damages for low fan turnout, are identified and

discussed in the matrix below.

Risk Factor Risk Type Consequence Likelihood Impact PotentialA. Delays of Travel

VisasOrganizational High Low High

B. Inability to secure recording contract with MTV

Organizational Moderate Moderate Low

C. Inadequate concession /restroom facilities

Operating Moderate Low High

D. Low venue attendance

Market, Financial

High Low High

E. Inability to secure desired bands – qty and/or specific groups

Market Risk (volume)

High Moderate High

F. Construction Delays on Staging

Technical High Low/Moderate High

G. Inadequate security personnel

Operating Moderate Low High

H. Transportation delays of groups and equipment

Organizational Moderate Low Moderate/High

I. Inclement weather – affects travel

Acts of God High Low High

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J. Inclement weather – causes venue cancellation

Acts of God, Financial (if

alternate venue is not planned)

High Low/Moderate High

Risk Management Assessment Matrix

Consequences

Lik

elih

ood

Low Medium High

Hig

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B E

Low C, G, H A, D, I

Quantitative Analysis

When creating a quantitative analysis of the risks for the Rock ‘n’ Reggae Festival,

consideration must the given to the probability of failure and the consequences of the failure.

Good planning by Planners ‘R’ Us should ensure that construction and band schedules will be in

place. However, other risk factors, such as acts of god, may have large consequence of failure

scores which will impact the overall calculated risk for this project.

In this case the probability of failure (causes) receives a minor score of 0.36. However,

the Consequences (effects) of failure are significantly higher at 0.7. When calculated, the risk for

F,

J

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the festival is considered high at 0.8 because of the larger consequence of failure scores. The

success of this project rests considerably on the hope that the desired bands and their fans will

attend. Failure to attend by either of these two groups will cause a failed project.

Probability of Failure 0.36

Equation (Pf) = (Pc + Pw + Pb) / 3

Causes of Failure Score

Construction = c .3 (minor)

Weather = w .5 (moderate)

Band Availability = b .3 (minor)

Consequence of Failure 0.7

Equation (Cf) = (Cb + Cv + Cp) / 3

Effect of Failure Score

Band attendance = b .7 (significant)

Venue attendance – v .9 (major)

Publicity – p .5 (moderate)

Overall Risk Calculation 0.8

Equation RF = Pf + Cf – (Pf)(Cf)

Rule of Thumb:

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Low Risk RF <.30

Medium Risk RF = .30 to .70

High Risk RF > .70

Cost Estimate

There are a variety of costs associated with the project including direct labor from

Planners ‘R’ Us, indirect labor costs from other tasks, rentals and services; which are reflected

within three tables.

Total Cost Projected $644,225.00

Total Costs Accrued $642,115.00

Amount Under Projected Budget $2110.00

Cost Estimation – Direct Planners ‘R’ Us Labor

Employee Title Salary (weekly)

Estimated Weeks Needed

Estimated Costs

Actual Cost Variance

Brad Contractor A 200.00 10 2000.00 2000.00 -0-

Emmett Contractor B 200.00 10 2000.00 2000.00 -0-

John Contractor C 200.00 10 2000.00 1800.00 200.00

Steve Contractor D 200.00 10 2000.00 2000.00 -0-

Additional Labor CostsEmployee Stacking 100.00 per

taskn/a n/a 300.00 (300.00)

TOTAL 8000.00 8100.00 (100.00)

Cost Estimation – Indirect and Contracted Labor

Employee / Contractor

WBS Code

Description of Item(s)

Estimated Costs

Actual Cost

Variance

Planners ‘R’ Us N/A N/A N/A 48,000 -0-

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Project Contract

Los Lobos 1.3 Booking Fee 140,000 140,000 -0-

Screaming Mimis 1.3 Booking Fee 50,000 50,000 -0-

Mocca Flor 1.3 Booking Fee 50,000 50,000 -0-

Peter Tosh 1.3 Booking Fee 80,000 80,000 -0-

Lady Mama 1.3 Booking Fee 40,000 40,000 -0-

Cadillac Man Band 1.3 Booking Fee 18,000 18,000 -0-

TLR Construction 2.6 Stage Construction 26,500 26,500 -0-

All Hands on Deck 3.3 Stage Hands / Roadies Contract (8 stage crew,

1 stage manager)

14,400 14,400 -0-

Arena Management,

Marley Memorial

4.1 Security Contract (40 staff, $200/day)

8,000 8,000 -0-

Secure It Personnel 4.2 Additional Security Contract

12,500 12,500 -0-

The Daily Post Newspaper

5.2 Advertise for volunteer/ volunteer coordinator

65 65 -0-

Lauren Lee 5.3 Volunteer Coordinator Salary

7,500 7,500 -0-

Marketing Madness, Inc.

6.1 Advertising Coordination – Contract

14,000 14,000 -0-

Cabaret Lighting & Sound

8.2 Lighting/Sound Staffing Contract

35,000 35,000 -0-

Arena Management,

Marley Memorial

10.2 Staffing, Parking Attendants

1,500 1,500 -0-

MTV – Music Television

11.1 MTV Media Invitation 25,000 25,000 -0-

Let’s Eat 12.4 Concession Contract – Labor

5,000 5,000 -0-

TOTAL 557,465.00 557,465.00 -0-

Cost Estimation – Equipment Rental, Fees, Miscellaneous

Employee / Contractor

WBS Code

Indirect Estimated / Contracted Labor

Estimated Costs

Actual Cost

Variance

Marketing Madness, Inc.

6.1-6.5

Advertising Budget –

50,000 1,250

Print Costs 28,750

TV 10,000

Radio 5,000

Internet 5,000

PODS Storage 7.1 Onsite Storage Containers 12,000 12,000

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Enterprise Rentals 7.2 Van Rentals 3,500 3,612 (-112.00)

Pleasure Ride Limos 7.4 3 limousines, 3 town cars 6,600 6,600

Enterprise Rentals 7.5 SUV Rentals 1,500 1,500

Go Carts Inc. 7.7 Golf Carts (qty 6) 1,200 1,200

Enterprise Rentals 7.9 Standby Truck Rental 200 200

Sears 8.4 Generator Rentals 1,000 0 1000

U-Line 10.4 Parking Equipment Rentals

300 288 12

Marketing Madness 11.3 Press Pass Creation / Printing

60 0 (included in contract)

60

Honey Pot Rentals 12.6 Mobile Restroom Facilities 2400 2400

TOTAL 78,760.00 76,550.00 2210.00

Schedule Chart

Prior to the project start, Planners ‘R’ Us received an Activity chart which outlined the

twelve activities to be managed as well as a breakdown of predecessors needed for each activity.

Since the festival planners wanted the work completed in 10 weeks, a task assignment reporting

sheet was created to ensure that the activities would be completed in the allotted time. As the

planning state progressed, Planners ‘R’ Us received word that Activity D would require an

additional week to complete. The task list was modified as well as the cost analysis. Finally a

Gantt chart was created to show the initial baseline schedule and final project schedule which

was implemented to accommodate the needs of festival organizers.

Table 1- Rock ‘n’ Reggae Activity Chart

Activity Description Duration

(weeks)

Immediate predecessors

A Contract negotiation with selected music groups 3 -

B Find a construction firm & build the stage 5 C

C Contract negotiation with roadies 2 -

D Screen and hire security personnel 3 -

E Ticket distribution arrangements 1 A

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F Organize advertising brochures and souvenir program printing

4 D

G Logistical arrangements for music group transportation 1 E

H Sound equipment arrangements 3 C, D

I Processing of travel visas (for international groups) 5 F, H

J Hire parking staff, and make parking arrangements 4 E, B, H,

K Distribute media passes and arrange for MTV recording 5 G

L Arrange for concession sales and restroom facilities 2 F

*** Note – Activity D has received a duration change from 3 weeks to 4 weeks. (See red notes in chart)

(Trotman)

Employee / Task Assignment Reporting Sheet

Week Tasks to work on Assigned Employees Per Task

($100 additional labor fee if stacking employees)1 A Brad

C EmmettD John, Steve ($100)

2 A Brad

/ 4

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C EmmettD Steve

3 A BradB Emmett, John ($100)D Steve

4 B EmmettE JohnF SteveH Brad

5 B EmmettF SteveG JohnH Brad

6 B EmmettF SteveK JohnH Brad

7 F SteveI EmmettJ BradK John

8 I Emmett, Steve ($100)J BradK John

9 I EmmettJ BradK JohnL Steve

10 I EmmettJ BradK JohnL Steve

1112

Microsoft Project Task Table / Gantt Chart

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Conclusion

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The creation and execution of an outdoor music festival is an event which contains

various risks, but also great benefits. A successful Rock ‘n Reggae Music Festival would bring

tourists and money to the town of Buford in addition to providing an event which will promote

community cohesion. Planners ‘R’ Us created a project plan which, not only provided the

necessary elements requested by the event sponsors, but under budget as well.

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References

Pinto, J. K. (2007). Project Management: achieving Competitive Advantage. Upper Saddle

River: Peasron Prentice Hall.

Trotman, D. S. (n.d.). Rock 'N' Reggae Case Project.