Special Events Management- Report

8/10/2019 Special Events Management- Report

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DEFINITION OF SPECIAL EVENTS

- Encompasses all functions that bring people

together for a unique purpose.

- Requires sort of planning on the part of the

organizers.

- Special events could be working with the

following:

community infrastructuremerchandising

promotion

and in some cases, dealing with the


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Special events are imbedded in

Meetings, expositions, events andconventions (MEEC)

Amusement parks

Parades Fairs

Festivals

Public events


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DEFINITION OF CIC GLOSSARY

Special events - one time event staged for

the purpose of celebration; unique activity.

Special Events Company - type of

company may contract to put on an entire

event or only part of one.


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PURPOSE OF SPECIAL EVENTS

Fund raising

Establishing a city or community as a local,regional, or national destination

Stimulate the local economy


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Orchestrating a special event takes more

than ideas. It takes:

Planning Understanding your target market

Having basic operational knowledge

Using effective communications Working wit volunteers or volunteers of

organizations

Working within a bugdet

Propmoting the event

Creatingown logostics for breaking down

an event


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IT ALL BEGINS WITH A RELATIONSHIP

The planner has the responsibility to the client

to do everything in his/her power to reach

the goals of the client, while working with

the given location, city, or facility


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SPECIAL EVENTS INCLUDES:

CIVIC EVENTS

centennials

Founders day

MEGA EVENTS

Olympics

Americas Cup

Hands Across America

Worlds fairs

FESTIVALS AND FAIRS

market place of ancient

days

community event

Fair = not for profit

Festivals = for profit

EXPOSITIONS

where supplies meet

buyers

education

entertainment


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CONT..

SPORTING EVENTS

Superbowl

world series

Masters Golf Tournament

Belmont Stakes

SOCIAL LIFE-CYCLE

EVENTS

Wedding

Anniversary

Birthday

Reunion

Bar Mitzvah (Bat Mitsvah)

MEETINGS AND

CONVENTION

Political National

Convention

National Restaurant

Association in ChicagoPCMA annual Conference


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CONT..

RETAIL EVENTS

Long-range Promotional

Events

Store Opening

New Product Rollout

X-box

I-Tunes

RELIGIOUS EVENTS

Papal Inauguration

The Hajj (Mecca)

Easter

Quanza

CORPORATE EVENTS

Holiday Parties

Annual Dinner

Company Picnics

Conference/Meetings


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PLANNING TOOLS FOR SPECIAL EVENTS

The vision statement should be clearly

identify the who, what, when, where, and

why of the event

Some of the tools that are used for staging

and event: Flow Charts and Graphs for Scheduling

Clearly defines setup and breakdown

schedules Policy statements developed to guide in the

decision-making process


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UNDERSTANDING COMMUNITY INFRASTRUCTURE

These includes:

the CEO of the company

Politicians

Prominent Business leaders of the company

Civic and community group

the media

and other community leaders


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Their roles are:

Sponsorship

Donations Staff

possible workplace for the coordination

of the event


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THE PROMOTIONAL MIX MODEL


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DISTINCTIVE ROLES OF THE PROMOTIONAL MIX

MODEL

ADVERTISING- defined as any paid form of

non-personal communication about the

event.

SALES PROMOTIONis generally definedas those marketing activities that provide

extra value or incentives to the sales force,

distributors, or the ultimate consumers with

the intention of stimulating the sales.


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PUBLICITY ANT PUBLIC RELATIONS

Divided into two components. Publicity is

the component that is not directly paid for,nor has an identified sponsor. Publicity is

considered a credible form of promotion, but

is not always under the control of the

organization or the host of the event.

SOCIAL MEDIAHas exploded as a

preferred strategy for promotional initiatives.


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PUBLIC RELATIONSpurpose is to

systematically plan and distribute

information to attempt to control or managethe image and/or publicity of the event.

PERSONAL SELLINGfinal element of the

promotional mix model, it is a form of

person-to-person communication in which a

seller attempts to assist and or persuade

prospective event attendees.


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SPONSORSHIP FOR SPECIAL EVENTS

Helps to ensure profitable success for an

event. They are innovative way for eventorganizers to help underwrite and defray

cost.

5 compelling reasons why company

sponsorship is important:

1.Economic changes (both upturns and

downturns)

2.Ability to target market segment

3.Ability to measure results

4.Fragmentation of the media

5.Growth of diverse population segment


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WORKING WITH THE MEDIA FOR AN EVENT

Generating media coverage for a special

event is one of the most effective methods

for attracting attendance, ideally, an event

organizer wants to garner free television,

radio, and print coverage.


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UNDERSTANDING THE TARGET MARKET FOR

YOUR SPECIAL EVENT

Understanding your target market is one ofthe most important components in the over-allsuccess of the event. It is critical for the eventmarketer and planner to know the participantaudience.

Age, gender, religion, ethnicityall must beunderstood.


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THE SPECIAL EVENT BUDGET

Rental costs

Security Costs

Production Costs

Labor Costs

Marketing Costs

Talent Costs


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BREAKDOWN OF THE SPECIAL EVENT

Special events have one thing in common:

THEY ALL COME TO AN END!

Consider having the following sources add

information to the report:

Participants

Media and the Press

Staff and management

Vendors


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The following should also be included in a

final report of the event:

1.Finalize the income and expense statement

2.Finalize all contracts of the event

3.Send the media a final press release on the

over-all success of the event.4.Provide a written thank you for those

volunteers who were involved with the event

in any way.


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FUTURE TRENDS

Less is the new more

Clients want to appear to be responsible in

their spending. Excessive overspending is

no longer the desirable trend.

stylish minimalism refers too the idea thatclients want style, flare, and innovation in

the overall event, but choose to uphold a

conservative budgetry perception.

Quality is paramount, at a cost that the

client sees as a value


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Frivolous events are seen as wasteful;

events should have a purpose.

Many events are now targeted service or

charitable causes.

Clients are looking for an entire package-an experience.

Going-greenenvironmentally, event

planners are urged to consider green

solutions.


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Technology is the key in promotional effort

Every client has his/her own unique set of

needs and wants

Quality, cost, and relationship are three

components that must be in balance forevery special event.


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Documents

Special Events Management- Report