& %+ Edited by: Sukhpreet Kaur EVENT MANAGEMENT Edited By Sukhpreet Kaur Printed by EXCEL BOOKS PRIVATE LIMITED A-45, Naraina, Phase-I, New Delhi-110028 for Directorate of Distance Education Lovely Professional University Phagwara SYLLABUS Event Management Objectives: The course aims at making the students acquire an in-depth knowledge about the specialized field of "event management" and to become familiar with management techniques and strategies required for successful planning, promotion, implementation and evaluation of special events. Event Management: Introduction: Size of Event, Types, Event Team, Code of Ethics, Concept and Design of Events. Event Feasibility and Legal Compliance. Marketing and Promotion of the Event.
Financial and Risk Management. Planning for Events-preparation for Event Proposal. Protocol and Staging. Operations, Logistic, Safety & Security management, Crowd Management and Evacuation.
Monitoring, Control and Evaluation. Careers in Event Management. CONTENT Unit 1: An Introduction to Event Management 1 Sukhpreet Kaur, Lovely Professional University Unit 2: Concept and Design of Events 40 Sukhpreet Kaur, Lovely Professional University Unit 3: Event Feasibility and Legal Compliance 61 Sukhpreet Kaur, Lovely Professional University Unit 4: Marketing and Promotion of the Event 75 Manpreet Kaur, Lovely Professional University Unit 5: Financial Management 113 Manpreet Kaur, Lovely Professional University Unit 6: Risk Management 131 Manpreet Kaur, Lovely Professional University Unit 7: Planning for Events and Event Proposal 147 Sukhpreet Kaur, Lovely Professional University Unit 8: Protocol and Staging 183 Sukhpreet Kaur, Lovely Professional University Unit 9: Staffing 196 Amit Kumar Sharma, Lovely Professional University Unit 10: Leadership 219 Amit Kumar Sharma, Lovely Professional University Unit 11: Operations, Logistics, Safety and Security Management 240 Manpreet Kaur, Lovely Professional University Unit 12: Crowd Management and Evacuation 255 Manpreet Kaur, Lovely Professional University Unit 13: Monitoring, Control and Evaluation 269 Manpreet Kaur, Lovely Professional University Unit 14: Careers in Event Management 280 Manpreet Kaur, Lovely Professional University Sukhpreet Kaur, Lovely Professional University Unit 1: An Introduction to Event Management Unit 1: An Introduction to Event Management Notes CONTENTS Objectives Introduction 1.1 Event – Definition, Need and Importance 1.2 Need and Importance of Events 1.1 Event Management Procedures 1.3 Event Management – Concept 1.1 Activities in Event Management 1.2 Sustainable-event Management 1.4 Conceptualising – Creating and Developing Events 1.5 Size of Events 1.1 Stretching the Limits of the Event 1.2 How to Determine the Size of Your Event? 1.6 Types of Events 1.2 Types of Sports Events 1.2 Team Management Skills 1.4 Challenges of Teamwork 1.8 Event Team Management 1.1 Structure of an Event Management Team 1.9 Event Management Information System 1.10 Code of Ethics 1.14 Further Readings LOVELY PROFESSIONAL UNIVERSITY 1 Event Management Notes Objectives After studying this unit, you should be able to: Know the Definition, Need and Importance of Events Discuss the Term Event Management Identify the steps involved in Event Management Procedures Explain the Concept of an Event Know and tell the size of a Event Introduction There are various companies hosting and organizing events on a usual basis. These range from the small time private events to the large-scale international events.
Although, the large scales one do happen far rarer, but then the amount of returns they turn out is far beyond expectations. Though, in the past there have been events that have also resulted in losses to the hosts and sponsors for varied reasons. But then, all said and done, event management is concerning organization and execution, and that is precisely where the money lies. Those in the field are paid for their services.1 Event – Definition, Need and Importance 1.1 Definition Event can refer to a phenomenon, any observable occurrence, or an extraordinary occurrence.
Marketing Guru, Philip Kotler, defines events as occurrences designed to communicate particular messages to target audiences. Suresh Pillai, Managing Director, Eventus Management, considers events as an additional media whereby two-way or active communication is possible.2 Need and Importance of Events The purpose of the event should drive all the planning. Example: if you were running a conference for financial planners there could be two quite different purposes: 1. To facilitate an exchange of information, bringing participants up-to-date with the latest changes in financial planning software products.
To achieve a memorable out-of-body experience for financial planners in order to develop a positive association with a new software product. To achieve the first purpose would be quite straight forward as this would require a fairly standard meeting or convention. Fulfilling the second purpose however would be more difficult. For this unforgettable experience you would need a unique venue and carefully planned activities that the participants would enjoy.
At the same time the product would need to be reinforced constantly so that attendees would leave with an inescapable association with it. To have fun without the positive association would defeat the purpose. The focus of the first of these purposes 2 LOVELY PROFESSIONAL UNIVERSITY Unit 1: An Introduction to Event Management is information, whereas that of the second is entertainment. Although of any events the main Notes purpose is making a profit, for many it is not.
This festival is an example of an event with a community purpose. ! Caution Staging an event should be clear and articulate up front. There may be a number of reasons for conducting an event such as: 1. To inform and educate the community about a cause 2.
To obtain media coverage for an activity or organisation 3. To raise funds 4. To celebrate a community’s strength and cohesiveness 5. An awards or presentation ceremony 1.2 Event Management Management of events has traditionally been alluded to as a post marketing activity and assigned the classic production responsibility as in any manufacturing firm.
The term management of events therefore carries a totally different connotation when used in the context of events. Management theory would suggest that marketing is also a part of management. Management of an event encompasses all activities involved in planning, organizing, staffing, leading and evaluation of an event. Did u know? All operational task for an event such as the ground work, viz., venue selection and stage design, arranging the infrastructural facilities required, liaison with artists/ performers and networking with other activities such as advertising, PR, ticket sales, etc., fall under the purview of event management.1 Event Management Procedures Event managers must ensure that event management procedures cover a full range of emergencies including major injury or illness of players or spectators, fire, bomb threat, crowd disturbances and climatic conditions such as lightning, torrential rain, flooding, etc.
Event manage procedures should also assist event personnel to effectively do their job. Although the most important procedures will be about safety, there should be other procedures that lessen risks to the event profitability and the organisation’s reputation. These procedures might include: Cash management Food serving and hygiene Waste collection Marshaling of competitors Restriction of access to certain areas Arrival and greeting of visiting dignitaries LOVELY PROFESSIONAL UNIVERSITY 3 Event Management Notes Loudspeaker announcements during the event Giveaways of merchandising or free food and drink Raffles and fundraising Interviewing Event Staff The provision of training to event staff (and volunteers) is a critical element in risk management. It is a dangerous situation to presume that procedures have been read and that people will know what to do in an emergency.
Ultimately the buck stops with the Event Manager and therefore it is a reasonable use of the Event Manager’s time to have meetings with Event Staff, either individually or in groups, to determine their knowledge of procedure. Event management is the planning and management of an event, project or activity. It is important when staging an event to be clear about WHY the event is being held: To inform and educate the community about a cause; To obtain media coverage for an activity; To raise funds; and To celebrate a community’s strength and cohesiveness. Organizers should also clarify WHO the event is for.
Most events will cater for a variety of interest groups: 1. The local community; 2. Regardless of the nature of the event, your target audience or the event’s objectives, some key steps should be followed to help ensure a successful event. Today, there a number of people, who have entered the field because they realize the potential of the market where demand and supply is concerned.
In fact, the most profitable aspect of this field is the need for creativity. And that is how and where one earns. Event management generally means conceptualizing, meticulous planning, organizing and finally executing an event. It is a set plan involving networking of a multimedia package, thereby achieving the client’s objectives and justifying their needs for associating with events.
Self Assessment Fill in the blanks: 1. is concerning organization and execution, and that is precisely where the money lies. can refer to a phenomenon, any observable occurrence, or an extraordinary occurrence. The term management of events therefore carries a totally.
connotation when used in the context of events. 4 LOVELY PROFESSIONAL UNIVERSITY Unit 1: An Introduction to Event Management 4. Management theory would suggest that marketing is also a part of. Management of an event encompasses all activities involved in planning, organizing, staffing, leading and.
of an event.3 Event Management – Concept The concept of Event management is all about applying project management to the creation and development of festivals, events and conferences. It focuses on studying the intricacies of the brand, recognizing the target audience, devising the event concept, planning the logistics and coordinating the technical aspects prior to actually executing the modalities of the proposed event. Post-event analysis and ensuring a return on investment have become chief drivers for the event industry.1 Activities in Event Management In event, activities usually vary with the category of event being organized. Therefore, the following listing is generic in nature.
Once marketing has managed to convert an enquiry into a firm order, the hands-on work of event management begins. The following is a sequential flow of how management actually happens, i. How planning, organizing, staffing, etc., get together for an event. The flow is divided into three sections: the first deals with the pre-event activities, the second with the during-event activities and the last details the post-event activities involved.
This theory states that the functions of management can be classified into planning, organizing, staffing, leading and controlling. Planning: The planning function is involved in micro-level event coordination activities such as liaison with the creative team discussing, facilitating and arranging for the technical specifications viz., sound, light, stages and sets. Organizing: Organizing in the context of event management essentially involves the description of the activities required for an event, identifying individual and team tasks and distribution of responsibilities to coordinators. Such as exercises helps in creating an intentional structure for clarity or roles and positions.
Staffing: Functional responsibilities in a project type organization structure define event management staffing requirements. The importance of team structure, experience, background and expertise of team members plays a crucial role in event management. Leading and coordination: The sum and substance of events as a whole revolves around interpersonal skills. The need for achieving synergy among individual efforts so that the team goal is reached is the main aim of coordination.
The overall coordinators need to be leaders with fantastic people skills. The leadership qualities desired of an event manager include the ability to spot a deal and think on one’s feet. Controlling: Evaluation and correction of deviations in the event plans to ensure conformity with original plans is the gist of controlling. Evaluation is an activity that seeks to understand and measure the extent to which an event has succeeded in achieving its purpose.
The purpose of an event will differ with respect to the category and variation of event. However, to provide reach and interaction would be a generic purpose that events satisfy.