Event Management

Unit: 01

Event Management Introduction

1.1 Concept and Definition of Event

We all love to celebrate and need little reason to celebrate — whether it be winning the World Cup or the Common
Wealth Games or birthdays, Graduation party, weddings etc. in the family. Celebrations are an integral part of our life
and often a symbol of happiness. However, modern lifestyles, busy work schedules, smaller families and participation
of women in the workforce, have resulted in less manpower and time to plan, organise and execute such celebration.
Hence many people prefer to use the services of an expert (who has the know-how and takes care of the minutest
details) to plan and execute such celebration. Nowadays organisations and institutions also hire the services of such
experts to organise a variety of celebration. This is referred to as ‘outsourcing’. Experts who undertake this work are
known as event planners or event managers and they perform the task of “Event Management”.

So, what is event?

Events have been defined by the famous economist Philip Kotler (2004) as ‘occurrences designed to communicate
particular messages to target audiences. Event is a celebration of an idea that is conceptualised keeping in mind the
target audience with whom live interaction takes place to achieve the desired impact.

Events are celebrations that provide an opportunity to meet and share happy moments with family members,
relatives, colleagues and friends. A family event is envisaged as an opportunity to meet old friends and relatives and
develop new relationships with unknown people.
Besides this, events are an integral part of professional life, may it be corporate houses, nonprofit organisations or
Government sector.
Corporate sector organises event to present its services or products in an acceptable manner to its ultimate
customer(s) as well as to enhance its own image. Such events are seen as an outcome of public relations strategy
with inputs from advertising, sales promotion and multi-level marketing.
The Government sector uses events as a platform to enhance its own image and to convey plan and polices of govt to
general public.
Since events of different kinds need to be organised all-round the year, this has given rise to the Event Management
industry which revolves around all sections of the society.

Other definition of event: -

• The Accepted Practices Exchange Industry Glossary of TERMS (APEX, 2005) defines an event as: “An
organized occasion such as a meeting, convention, exhibition, special event, gala dinner, etc. An event
is often composed of several different yet related functions”.
• Goldblatt (2005) focuses on special events as: “a unique moment in time, celebrated with ceremony
and ritual to satisfy specific needs”.
• Bowdin (2006) “event has been used to describe specific rituals, presentations, performances or
celebrations that are consciously planned and created to mark special occasions and/or to achieve
particular social, cultural or corporate goals and objectives”.
• “An event is an event occurring at a specified time and place, with or without the involvement of
human agents. It may be a part of a chain of events, both as an effect of a previous event and as a
cause of a later event. Therefore, an event can be described as a public gathering for the purpose of
celebration, education, marketing or reunion”.

Elements which need to be considered while developing an event concept. They include:
i) Purpose of the Event: What is the Event for? It is important to be clear about why the event is being held because
the purpose of the event determines the direction of the planning process. Planning for an event with the sole
purpose of informing and educating the community about a cause will definitely be different from planning for an
award function or a wedding ceremony.
ii) Theme of the Event: What form will it take? The theme of the event should be completely compatible with the
needs of the target audience. There are endless number of potential themes, limited only by human imagination and
the client’s budget. It could be a historical or cultural theme or one based on Fairytales, comic characters, films,
music…. the list is endless.
iii) Venue for the Event: Where it will be held? There are two main types of venues for holding an event, a standard
conventional venue (e.g. hotels, convention centres etc), which requires decoration only to match the theme, and an
unusual venue (e.g. parking lot, orchards etc), which comes with many planning implications. While considering the
choice of venue, the event planner needs to consider number of factors such as potential to full fill the purpose
of the event, the ambience, location, accessibility, parking facilities, seating capacity, built features, cost of
decoration, sound and lighting, cost of labour, logistics of setting up, food and beverages facilities, safety etc.
iv) Timing of the Event: When it will be held? The timing of an event is often linked to the season or weather where
the event is being held. For example, an outdoor food festival in mid-summer in Delhi will not attract many people.
The heat will be intolerable for both the audience and the stallholders.
v) financial considerations: Is the staging of the Event financially viable? Not all events are profit oriented but a
review of the financial considerations (sources, costs, expenditures and revenues) at the initial stage of developing
the event concept is an important aspect towards staging a successful event.
vi) Event audience: Who is the target audience and how will it benefit them? Before finalizing the concept of an
event, the organizers should take into consideration the needs of the audience whom the event aims to target.
vii) Event team, contractors and other stakeholders: Who are the stakeholders? It is not only the Event manager and
his/her team that will be responsible for the entire functioning and staging of the event. Other stakeholders like
security personnel; electricians, technicians, sound experts, contractors etc are also involved. They in turn also have
all sorts of requirements and working styles that could challenge the feasibility of an event. These need
to be investigated and sorted out beforehand.

1.2 Types of Events

Events can de various types they can be classified on the basis of:
1. SIZE
2. THEME

Types of events on the basis of size:

1. MEGA EVENTS: Events with international appeal and true global reach typically fall into the categories of major or
mega-events. Such events have the potential to act as catalysts for local development, and to deliver a range of
economic, socio-cultural, environmental and other benefits associated with image, branding, and expansion of the
visitor economy, just to name a few. Mega-events, as the largest and highest profile of all events, invariably, require
the most significant and sophisticated infrastructure development, are typically the most expensive to host, and
given the competitive bidding process for such events, typically take the longest time from inception to delivery. They
also tend to have the longest legacy period. However, there are also very limited opportunities for cities and
countries to host these very largest of events. Problems of infrastructure, facilities, transport and cross-cultural issues
are some of the limitations in the organization of these events. Despite this, many countries continue to view the
investment of resources necessary to bid for and potentially host these mega-events, as one that can provide
commensurate returns.
For the largest of events in particular, the specific aims and desired outcomes from a national perspective, may vary
between potential host candidates depending on their level of economic development, existing infrastructure,
identified security needs, plans for urban regeneration, current and desired international image, maturity as a
tourism destination, and sustainability credentials, just to name a few. Therefore, it is clear that events provide
different potential legacies, depending on the requirements of the respective host city or country.
Getz (2005) defines them: ―Mega-events, by way of their size or significance, are those that yield extraordinarily
high levels of tourism, media coverage, prestige, or economic impact for the host community, venue or organization.‖
Another author, Hall, explains that mega events owe their name to their size in terms of attendance, target market,
level of public financial involvement, political effects, extent of television coverage, construction of facilities, and
impact on economic and social fabric of the host community (Allen et al., 2011).
2. HALLMARK EVENT: These are the events with the distinctive quality of the program. Hallmark events are so
identified with the spirit and soul of a host community that they become synonymous with the name of the
place, and gain widespread recognition and awareness. Hallmark events are of special importance and attractiveness
both for participants and visitors, they attract great attention of the public, contribute to the image of destination
and maintain and revitalize the tradition. Classic examples of hallmark events are Carnival in Goa, Dussehra of Kullu
and
Khajuraho Dance festival. These events are identified with the very essence of these places and their citizens, and
bring huge tourist revenue as well as a strong sense of local pride and international recognition.
3. MAJOR EVENTS: Major event is a large-scale event, with strong public interest and media coverage. Major events
attract large numbers of visitors, and help the organizers achieve good economic results. In practice of management
of events, these events are often sports-oriented, with an international reputation, and defined structure of
competition for example: Formula One Grand Prix or trade fair exhibitions held at Pragati
Maiden New Delhi.
4. LOCAL EVENTS: Local event is an event that is targeted mainly for local audiences and staged primarily for their
social, fun and entertainment value. These events often produce a range of benefits, including engendering pride in
the community, strengthening a feeling of belonging and creating a sense of place. They can also help with exposing
people to new ideas and experiences, encouraging participation in sports and arts activities, and encouraging
tolerance and diversity. Various local events are celebrated in India such as Lohar, Baisakhi and exhibitions to
display new products,

Types of events on the basis of theme:

• CULTURAL CELEBRATIONS
➢ Festivals
➢ Carnivals
➢ Commemorations
➢ Religious events
• POLITICAL AND STATE
➢ Summits
➢ Royal occasions
➢ Political events
➢ VIP visits
• ARTS AND ENTERTAINMENT
➢ Concerts
➢ Award ceremonies
• BUSINESS AND TRADE
➢ Meetings, conventions
➢ Consumer and trade shows
➢ Fairs, markets
• EDUCATIONAL AND SCIENTIFIC
➢ Conferences
➢ Seminars
➢ Clinics
• SPORT COMPETITION
➢ Amateur/professional
➢ Spectator/participant
• RECREATIONAL
➢ Sport or games for fun
• PRIVATE EVENTS
➢ Weddings
➢ Parties
➢ Socials
➢ Business events and tourism

1.3 Introduction to Event Management

Event management is the application of the management practice of project management for the creation and
development of festivals, fairs, weddings, exhibitions, competitive events, sports, television shows, product launches,
meetings and conferences. According to Shone and Parry event management can be thought of as an art, rather than
a science. The event process involves studying the needs of the client, identifying the target audience, devising the
event concept, planning logistics and coordinating the technical aspects before executing the event.

Event management is a process of organizing a professional and focused event, for a particular target audience. It
involves visualizing concepts, planning, budgeting, organizing and executing events such as fashion shows, musical
concerts, corporate seminars, exhibitions, wedding celebrations, theme parties, product launching, etc.
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. 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.

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.e. 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 event management can be classified into planning, organizing,
staffing, leading and controlling.
1. 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.
2. 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.
3. 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.
4. 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.
5. 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. The basic evaluation process in events involves three steps viz., establishing tangible objectives;
incorporating sensitivity in evaluation; measuring the performance before, during and after the event a lastly
correcting deviations from plans.

The need for Event Management arises due to the following reasons:
1. Events include the integrated efforts of a diversified team which includes the caterers, decorators, event managers,
and the technical staff etc. The management of a diverse set of functionalities stresses upon the need of co-
ordination and co-operation in order to attain the common objective.
2. Event is a time-bound activity. It gets critical to conduct the activity within the required time frame.
3. Events involve huge financial resources. It is essential that the funds are managed in order to avoid wastages and
costs.
4. Events are generally objective-oriented and the onus of success lies in the fact whether the objective has been
accomplished or not.
5. An event plan is prepared for the smooth execution of the event. Event management ensures suitable adherences
to the event plans and policies.
6. An event is bound to face crisis and uncertainties. Event Management aids in being prepared to face uncertainties
and suggests methods of dealing with crisis.
7. Events may also involve facing legal challenges and obligations. Event management helps in avoiding delays
caused due to legal hassles.
8. The increasing number of events and the complexities involved in hosting a grand event, necessitates the
management of events.
9. Events have the ability to break through the innumerable commercial messages that bombard our society almost
daily. Events are more competitive in nature as they bring out the true essence of marketing information.
10. Events offer higher visibility; hence they need to be managed to create the desired impact among its audience.

Event management Objectives should always be SMART

• SPECIFIC to the particular event and particular aspects of it
• MEASURABLE express the objectives in numbers and quantities
• AGREED make sure all team members know the objectives
• REALISTIC set objectives the organising team can realistically achieve
• TIMED set a timescale for achievement of the objectives

5 Cs of Events management
Activities that are required for marketing and managing the events, the steps needed to be followed for successful
accomplishment of objective through events management are known as the 5 Cs of Events.

Conceptualization
● Conceptualization involves a complex churning in which as many permutations and combinations are worked out
as possible. The original concept undergoes modifications on the basis of the inputs obtained from the other C’s. The
final concepts get defined once the constraints posed by budget, client’s requirements, target audience profile, etc.
are objectively stated.
● It involves conception of the idea and the theme for the event. It also takes into consideration the objective and
the elementary need for hosting the event.
● Planning the theme of the event with due consideration to the objective, target audience, venue for the event,
time constraints, media coverage and planning the core elements of an event.
● It is concerned with idea formation with a differential approach to attracting and targeting audience.

Costing
● It will involve preparation of cost estimates and the sources of acquiring funds.
● It will also involve the preparation of budgets.
● Creating a provision for risk coverage and managing uncertainties also forms part of the activities.
● Budgeting for profit margins, safety margins estimate etc. will ease out the financial management issues.

Canvassing
● Canvassing activities would involve obtaining sponsorships.
● Fund raising, networking and advertising to generate the required mileage for the success of the events.

Customization
● Emphasis on client satisfaction is targeted.
● Reinforcing client requirements to suit the needs of the client and the fulfilment of objective.
● It involves a blend of creativity and suitability to match the changing trends and tastes of the customers.
● It involves a custom approach, tailor-made approach aimed at facilitating the achievement of the mission and
vision of the client.

Carryout
● In this approach, execution of plans takes place that will further the interests of the client.
● It includes set of activities and operations that lead to accomplishment of objective.
● It is a stage where the event’s activities are in progress.
● Implementation of event plans and deviations, if any from the scheduled activities, are remedied through a
suitable course of action.
● It involves accomplishment of the objectives.

1.4 Feasibility Study

The primary aim of a feasibility study is to find out whether a particular event would achieve its objectives for the
clients or not and whether it would be profitable enough for the Event Management console (EMC) or not. Such a
study would assess possibility of the event’s success and profitability for all the stakeholders like the client or
sponsors of the event, invitees / guests, vendors etc. A feasibility study helps us understand what an event is and its
likelihood of succeeding. In the process a choice is given of several models for the event, and costs as well as benefits
of each model are assessed. Such a study therefore looks at the value or returns to be attained. It goes on to identify
the likelihood of one or more solutions meeting the event requirements. The term ‘feasibility study’ denotes both -
the process of the study and the resulting document itself.

A feasibility study involves detailed exploration of the alternatives for an event and documenting each of the
potential solutions to a particular opportunity or problem. In other words, if you are unsure whether your solution
will deliver the outcome you want, a feasibility study will help you gain that clarity. The study requires evaluation of
resources needed to conduct the event and understanding limitations of the event. Hence a variety of ‘assessment’
methods are undertaken. The research or assessment forms the base for project planning and operation. The output
of this phase becomes your specific plan for the event.

Also referred to as ‘screening process’ or ‘finding and testing an idea,’ an event feasibility study is a controlled
process for identifying challenges and opportunities, determining objectives, defining successful outcomes and
assessing a range of costs and benefits of an event concept. Usually for larger events a formal feasibility study is done
where cost-benefit analysis or investment appraisal are taken up as assessment methods. But for the more common
type of event like the one put up by a village or town or a voluntary organization, comparatively straightforward
series of tests could be applied in the form of screening or feasibility study. In the case of personal events feasibility is
not a formal process. You obviously don’t feasibility-test a birthday or dinner party. Nevertheless, for these types of
events you think about what should be done to get things right for the event.
The screening process helps to sort out less viable ideas and helps to identify ideas that will work the best when
tested against the objectives or criteria set. Suppose a voluntary organization needs to raise money for a new school
to teach the underprivileged, there may be many possible events that could be put on to raise money, but there has
to be some way by which selection is made. Perhaps a list of ideas could be a theatrical play, a quiz competition, a
sponsored marathon, a music concert, sale of handicraft items and so on. The criteria for deciding on any of the
above events could be: what type of event has been successful in the past, what can be organized given the
resources of the voluntary organization, what event might earn the most money and so on.

Also called the Pre-Event Assessment/Evaluation, a Feasibility Study is usually carried out to determine whether the
proposed event is viable enough to be given the go-ahead signal. Such a study among other things may involve
estimating the level of resources that will be required for organising the event, the financial considerations
(revenues, cost and expenditure), benefits and prediction of attendance figures (audience). It can also include a
comparative study of the proposed event with profiles and outcomes of previous similar events. This will help to
create a list of criteria or benchmarks against which, the success of the event can be measured. Certain questions,
which define the purpose of a feasibility study, are compiled below:
➢ Is the event a good idea?
➢ Is there sufficient time for planning?
➢ Do we have the skills required to plan and run the event?
➢ Is the host community supportive?
➢ Do we have the infrastructure in the community?
➢ Can we get a venue at a price we can afford?
➢ Will the event attract an audience?
➢ Will the event attract media attention?
➢ Is the event financially viable?
➢ What are the legal compliances to be made?
➢ Are the success criteria reasonable?
➢ Apart from the financially viability, what are the other risks involved? How can they
➢ be overcome?

Benefits of a Feasibility Study

The feasibility of an event idea or theme is of primary importance for its success. The benefits of carrying out a
feasibility study are as follows:
• It helps in identifying the risks of failure.
• It assists event managers in decision making regarding event planning and execution.
• It provides support evidence for recommendations, and demonstrates the strengths and weakness of the event
concept.
• It analyses business idea in depth, providing greater clarity on the event concept and objectives.
• Allows for better, more informed decisions on the event concept related to logistics, finances, resources, marketing,
human resource planning and management.
• Reduces the risk of a wasted investment in time, resources and money.
• Helps to reduce the event project planning time, as it shows a clear path an event should follow.

FEASIBILITY STUDY STEPS

1) Identification of event framework: In this step we define / identify all parameters for the event. For example, the
theme or an idea for the event, target audience, venue, media coverage, time / date of programme execution or
holding of the event, finances available or sponsorships to be generated etc
2) Systematic identification, and analysis of alternative ways of achieving the event objectives: Each item on the
event framework, be it a venue or time or central theme of the event is discussed in detail and various alternatives
are generated. For example, if it is a wedding, the date may be already fixed but we need to work upon the various
possible venues and assess the benefits and limitations of each. Suppose a client wishes to hold the wedding in a
‘fort’ or a historical monument, the availability of such venues needs to be explored.
3) Repeated testing of viability at each and every step: The event manager would assess each alternative for each
parameter or item. Each alternative’s viability is tested in detail. The effect should also be assessed. This process is
repeated with each component at every step.
4) Deployment of event plan: This is the final result of the feasibility assessment study. We arrive at elements like
the theme, venue, time, audience, financed needed, sponsors required etc which form the event framework.

1.5 Event Proposal: Content and Importance

This event planning proposal is meant to be a guide for helping your organization to plan a successful event. As a best
practice, the information here should be determined before you commit to hosting the event. An event proposal is a
tool used by event planners to compile several details for an upcoming event. These proposals are comprehensive
documents that planners create at the early stages of the event planning process. It's common for event planners to
draft an event proposal to show to a potential client before being hired for the job. A proposal clearly conveys your
skills and expertise as a planner and provides examples for your client to fully understand your vision for the event.

What should an event proposal include?

Each event proposal is a unique project that clearly defines the parameters of a particular event through a variety of
helpful details and information. Some elements to include in an event proposal may include:
Purpose of the event: You might write a short mission or vision statement at the beginning of the proposal to guide
the reader through the rest of the document. Including a section on the purpose may help your potential client
realize that you understand their goals and objectives for the event, and know how to make that vision a reality.
People involved: If the event requires vendors or other hired help, consider including a section that lists which
vendors and individuals you plan to hire. This section can help the client understand the quality and pricing of these
additional vendors.
Schedule for the event: Another key element of your event proposal is the schedule of the event. Consider including
several specific details in your schedule to show the potential client that you're a thoughtful and detail-oriented
planner.
Unique features of the event: To differentiate your proposal from others, consider including information about the
unique features of the event. You might discuss certain vendors or elements of the event that you want to
incorporate that can set the event apart from others like it.
How event proposal looks likes:
Logistical Information

Name of Event:

Event Summary:

Date: Time:

Location (Include rain site if needed):

Contact Person:

Goals for the Event

2.
3.
4.

Initial Considerations
➢ How does this event meet the mission of your organization?

➢ Who is the intended audience for this event?

➢ How will this event benefit the MNSU, Mankato community

Budget

Promotion Plan

What promotion ideas were you planning? Be creative! List all locations, times, and other details of your
advertisements.
List of Collaborators to Contact

Collaborators could fill multiple roles; they could help with promoting the event, sponsoring the event, gathering
supplies, organizing the event, or any other number of things!

Other Considerations

➢ What kind of attendance are you expecting? How will you verify potential attendees and track attendance?

➢ How will you gather feedback on the event afterwards?

➢ What potential challenges could you face in planning and putting on this event?

➢ How can you plan ahead to accommodate these potential challenges?

➢ How will you know the event was successful (how are you defining success)?

Event Timeline
Now build a timeline for each of the items that need to get done. Include the person responsible and a rough idea
for a deadline. Below are potential items you might include in the timeline—if there are other things you can think
of, include them as well. Get specific with these!
- Contract Completed – Contact Collaborators – Complete Special Event Checklist – Confirm the Location – Invite
Administration – Develop Marketing – Design Approved – Print Media and Press Release Distributed – Other