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Practical Events
ManagementLecture Five: Event Design
Lecture Overview
Defining Design
Design and Creativity in Events
Experience Design
Event Design
Themeing
Staging
The Venue
Programming
Entertainment
Defining Design
“design is a set of fields for problem solving that uses user-centric approaches to understand user needs to create successful solutions that solve real problems. Design is often used as a process to create real change within a system or market. Too often, design is defined only as visual problem solving or communication because of the predominance of graphic design”
(www.nathan.com)
Design and Creativity for Events
We have witnessed an increasing use of events as a marketing tool
Events are often utilised to project a certain image of a product or company
This may be for the purposes of increasing sales and/or increasing awareness
Events must be specifically designed to meet these goals Red bull air race Cancer Research UK race for life
Experience Design
Silvers (2004:5) suggests that in the event context “you are packaging and managing an experience. This means that you must envision that experience, from start to finish, from the guest’s point of view”.
Therefore, as event managers we should not just be concerned with the physical design of the event itself but the entire experience.
Jackson (2000) suggests that the main focus for experience design is to create desired perceptions, cognition and behaviour among users, customers, visitors and/or the audience.
However, we can only suggest what the experience might be.
Event Design
Is concerned with the actual physical design and delivery of the event
“event design is the creation, conceptual development and design of an event to maximise the positive and meaningful impact for the event’s audience and/or participants” (Getz, 2007:208)
Event Design
Event design consists of:
Theme Layout Décor Technical requirements Staging Programming Catering
Event Themeing
The themeing of an event is a major artistic and creative decision
The chosen theme must be relevant and of interest to the target market
It should permeate the consumer’s perceptions of the event from the outset
Goldblatt (1997) suggests that themes should appeal to all the senses: tactile, smell, taste, visual, auditory
http://www.youtube.com/watch?v=M7CdTAiaLes
Staging Event
The term ‘staging’ originates from the theatre
It is concerned with bringing all elements of the event together
This may refer to the overall event or a small part within a larger event e.g. Glastonbury
Links to project management
The Venue
The venue will determine many elements of the staging
Must be suitable for/able to be transformed to fit with the theme and meet consumer expectations
Main considerations when selecting a venue will vary depending upon the requirements of the event
Programming the Event
According to Bowdin et al., (2006) programming of the event will depend upon:
Expectations of the audience Constraints of the venue and
infrastructure Culture of the client and main sponsors Availability of elements of the staging and
their relationship to each other Logistics
Entertainment
Some final things to consider:
Contact with performers Staging requirements Availability for rehearsal, performance and
media attention Accompanying personnel Contracts and legal requirements Payment