How to successfully manage any event?

Basic Steps to Manage an Event Camellia Dinh – July 2016

What is an “Event”? Definition:

“An event is something that happens at a given place and time, for a reason with someone or something involved” (Steve John-n – How to successfully manage any event”).

Vivid Sydney

Vivid Sydney is an annual outdoor lighting festival with immersive light installations and projections in Sydney. Party of the lighting festival also includes performances from local and international

musicians and an ideas exchange forum featuring public talks and debates from leading creative thinkers.

What is “Event Management”? Definition:

“The coordination, running and planning of all the power, teams and features that come together to create every kind of event” (Event Business Academy”).

Hung Kings' Temple Festival 2016

Hung Kings’ Temple Festival is an annual outdoor in Phu Tho, Vietnam, is a Vietnamese festival held annually from the 8th to the 11th days of the

third lunar month in honour of the Hung Kings, known as the first emperors of Vietnam. The main date is set as a national public holiday on

10th of the third lunar month since 2007. In 2016, the total number of visitors to this year’s fest was up to eight million (vietnamnet.vn).

Types of events Sporting Events Entertainment, Arts and Cultural Festivals Commercial, Marketing and Promotional Events Meetings, Incentives, Conferences and

Exhibitions (M.I.C.E) Fundraising Special & Private Events

Basic steps to manage an event from A to Z

Pre-Event The Event Post-Event

50%35%

15%

The Event Process

Pre-EventThe EventPost-Event

Stage 1: Pre-EventThe Event Concept & Planning

“Don’t plan your event

without knowing your

Show-Stoppers…”

Stage 1: The Planning Step 1. Purpose of the event Step 2. Theme of the event Step 3. Target Audience Step 4. Location Step 5. Timing Step 6. Event stakeholders Step 7. Finance Step 8. Marketing Step 9. Programing Step 10. Press Call / Fundraising

A Show Stopper is a sudden societal or personal experience or hazard that could cause the

cancellation or postponement or failure of your event such as: The death of a person; Political

emergencies and Community Security; The Acts of God; Accident or Budgeting.

Step 1. Purpose of the event Knowing as also as a “mission statement” or “objectives” of

the event. Analyzing objectives of the event gives us reasons to host an

event. Without having specific objectives, the event will be a waste and meaningless.

The purpose of the event should drive all the planning. Not every event considers making profit is a mission statement,

many events are hosted with a community purpose.

Example: Mission Statement of a general team building event should be:

Setting a common goal

Role clarifications while working as a team

Enhancing problem solving skills

Enhancing interpersonal relations

Step 2: Theme of the event“Historical, Geographical and Cultural;

Sporting; Film; Music and Entertainment; Artistic; Food or Objects are the common

themes for events”.

Should be linked to the purpose of the event

There is an endless number of potential themes but only limited by people’s imagination and budgeting.

While choosing a theme, it is important to consider the range of suitable venues available, keeping in mind the constraints of budget and other considerations.

EURO 2016 FRANCE

EURO 2016 France Logo: It aims to bring together the creativity that defines French culture with the

beauty of the game and to enhance the prestige of one of the world's biggest sporting events by providing an easily recognisable identity.

• Le Rendez-Vous gives the meaning to “Celebrate the Art of football”, which aims to evoke the importance of the UEFA European Championship and to make it a succession of festivities not to be missed.

• Mascot: Super Victor is a child superhero in the kit of the France national football team, with a red cape at the back, to echo the colours of the flag of France. The Cape, boots and ball are claimed to be the child’s super power.

Step 3: Target Audience “A approximate figure of number of a particular group of persons in the society who share

common needs that you intend to reach in mind and on record”.

Target audience: Being known as spectators, visitors, listeners, decision makers or customers but not necessarily end-users.

The needs of all participants must be considered before finalizing the concept.

“Target Audience” is determined by applying a number of audience segmentation methods including the identification of needs and wants; targeting audience demographics, lifestyles, purchasing habits.

? How do you plan to attract expecting mothers as target

audience for your event ?

Step 4: Location“Location must be at the best possible fit with the

client’s and the audience’s needs at lowest possible cost”.

Must serve Purpose of the Event

Ambience & Capacity Access to public transport Parking Venue Facilities & Logistics of Set

up Audio Visual & Decorations Safety Budgeting

? Why five-star hotels are usually chosen as number

one option for event venues ?

Step 5: Timing“…is often linked to the season or weather or the occasion of new public agreement, regulations/ invention or launching a product or service”.

Must serve Purpose of the Event Season Day of the week Time of the day Duration

Christmas in July has been an unofficial winter festival

in many regions across Australia and New Zealand

Celebrate Christmas in Aussie style would be like…

Stage 6: Event Stakeholders

Internal / Primary Stakeholders

Groups or individuals who incur risk and without whose support and/or involvement the event would cease to exist.

Client/ Event Principal

Event Director & The Event Team

Organizing Committee

Emergency Services

External/ Secondary Stakeholders

Groups or individuals who may or may not be involved yet can seriously impede the event’s success.

Sponsors

Contractors and Suppliers

Program & Promotional Printing

Local Community

Local & Government Authorities

Clients Participants/ Performers

Interest Groups and Associations

Event Stakeholders are groups or individuals who are affected or could be affected by an event’s existence. (V. Ziakas, Event Profolio Planning and Management: A Holistic Approach).

Step 7: Finance“Remember: Everything costs and someone must pay”.

Do not work on assumptions while budgeting your event. Everything needs to be drafted in the early planning stage.

This is where the creative and rational aspects of the event manager’s abilities can come into conflicts.

Initial financial estimates can get out of control very easily, therefore, even good ideas should be knocked out at an early stage if they do not appear financially viable when it comes into concepts which are less complex and more cost effective. Where does your event fund

come from?

Step 8: Marketing“No one will know about your event

unless you tell them how…” Event Designs and Materials Consider level of publicity

coverage needed for the event to decide the amount of work and budget spending on:

Print Advertisement (Displays for Indoor/Outdoor)

Broadcast Advertisement (Television, Radio, Newspaper, Internet…)

Timing and budgeting are crucial of the initial

planning.

Step 9: Programing / Event Proposal Your schedule/program (Event Script) is the manual of your event which includes a overall

event summary with description and action plan to be distributed to responsible departments of the event committee. As an event manager, you need to make sure your event is always scripted and documented from start to finish.

Step 10: Press Call / Fundraising

Press call (for Press Conference/ Meeting/ Gathering): The process of announcing or making your upcoming event open to public.

Fundraising: The process of soliciting and gathering contributions in cash or other in-kind resources to make your event happened.

Stage 2: The-EventThe Event Execution

Stage 2: Execution Step 11: The Event Checklist: Venue & Facilities

Management Step 12: Arrivals of your guests/ casts/

performers/ audience Step 13: Showtime

Step 11: Event Check-List Stage: To make sure that no unnecessary or unwelcome action is around the

‘performing’ area Decoration: To be in full and inline with the event theme and objectives Media Stand & Signage: To ensure the highest effects on the media release but

minimize disturbances to guests & audience. Audio Visual: Lighting & Sound System; Internet and Electricity; Ensure on-site

technicians are available. Ticketing: For any event that sells tickets, the ticketing is closed BEFORE show

time to minimize financial and security risks. Security: All team member to be at alert always in case of emergency. Health & Safety: To ensure that every member of the team is in the best health

condition with best transportation/ accommodation plan on the day of the event. Always make your that you have your emergency plan stands by.

Catering: Needs to follow strictly the event agenda and serving needs to come in quietly and neatly. Food Safety; Dietary Requirements and Serving of Alcoholic Drinks needs to be discussed and agreed in advance.

Step 12: Arrivals Ensure that your performers; MC, artists arrive on time for

rehearsal (if required); costumes or make-up to be done perfectly and ready for the show.

To ensure that V.I.Ps of the event are recognized, greeted and escorted to their seats.

Audience/ Customers to arrive in the most comfortable way as possible (less time of checking; controlling; registration) and to make sure staff/volunteers are available for on-site support.

Step 13: Showtime To followed strictly your event script but

flexible for any urgent changes and to handle unexpected issues/ emergencies.

Stage 3: Post-Event…guide to a happy ending event!

Stage 3: Post-Event Teardown &Wrapping Up Do not forget to say “Thank you”! Payoff Invoices & Finance Follow Up Questionnaires/ Feedbacks Event Evaluation Plan for future improvement

Questions?

camellia.dinh@gmail.com