1

MANAGING
EVENTS
Prepared by:

FRANCE MARIE ANN A. RAGUINI,

MSHM
Instructor
2 The Basic Skills Needed in
Managing Events

1.Good Management
2.Accounting
3.Marketing
4.Communications
3

GOOD
MANAGEMENT
4 What is Event Management?
Event Management - is the process of
analyzing, planning, marketing, producing
and evaluating an event.
5

A. Planning
Event
6

- PLANNING is the process

which identifies aims and
objectives and establishes the
methods of achieving them.
7 3 types of plans to be produced for an
event:

 Strategic plans - directs an organization towards its

overall objectives and consider the major influences-
political, economic, environmental, etc.
 Specific plans - designed to achieve specific objectives
such as budget estimates, resource production and
promotion plans.
 Administrative, organizational and structural plans
-explain how the objectives will be achieved.
8
Steps in Planning

1. Create an Organizational
Structure
- it involves electing
chairperson and creating the
working committees
9 Figure 1: Sample organizational structure
 Figure 2: complex Organizational
10
Structure
11
Steps in Planning

2. Create an Event Concept

- Ask the initial event questions: the 5
W’s: Why, What, Who, When and
Where.
12 The 5 W’s Concept

• Why
- 'Why' means, why you want to organize
the event
- It involves the formulation of event
objective.
13
How to set objectives?
 The objectives are set, agreed upon and understood by
everyone involved. It is based upon the reason you are
organizing an event.
 Objectives must be: SMART
SPECIFIC
MEASURABLE
ATTAINABLE
REALISTIC
TIME-BOUND
14 Some Objectives for Different Types
of Events
 Meetings
Provide new information about your product or
company
Bring together people outside the office setting
Exchange ideas
Find solutions to existing problems
Launch a new product
Provide training
 Some Objectives for Different Types
15
of Events
 Corporate Events
Appreciate employees/clients/suppliers
Hand out awards
Bring together suppliers and staff
Launch products
Support a fund-raising endeavor that the corporation advocates
Raise public awareness
Enhance brand-name recognition
Celebrate milestones
16 Some Objectives for Different Types
of Events
 Fund-Raisers
 Raise funds for research
 Get media attention
 Raise public awareness
 Attract new sponsors
 Solicit new supporters and donations
 Increase number of volunteers
 Develop a mailing list for future events or sponsorship and
donation requests
17
The 5 W’s Concept

• Who
- It determines the stakeholders of the event
- Who will be your organizers, sponsors,
partners, clients and target audience?
- How many target audience you are expecting to
visit the event and why?
18 The 5 W’s Concept

• What
- “What” means what you are going to do in the
event, what is the event content or product?
- It must match the needs of the event, audience
comfort, accessibility and cost.
- Details were identified
19 Details to be identified
Type of Event What will the event be? (eg. Funrun, Contest,
etc.)
Event Name What will be the name of the event?
Food and Beverage Menu It contains the list of food items and
beverages you will serve during the event to guests and target
audience
Guests Profile who will be your chief guest and other guests?
Your guest list must include organizers, sponsors, partners,
clients and specially media people.
Type of Entry Decide how will be the entry. Entry will be by
ticket, pass or invitation only.
20 Details to be identified
Entry fees What will be the entry fees?.
Promotional Campaign How you are going to promote
your event, organizers, sponsors, partners and clients: -
pre-event, at-event and post-event.
Program Menu It is the list of various activities that will
occur as a part of the event.
Event Budget to determine your event budget finds out
what will be the cost for producing and marketing the
event.
21

• When
- Involves the selection of date and time
according to the target audience
convenience and availability.
- The climatic conditions must also be
considered in choosing the date and time
22
•Where
- Involves the selection of venue.
- The venue must represent the best compromise
between the organization needs of the events,
the convenience of audience, accessibility and
cost.
23
4 A’s in selecting venue
1. Attraction – refers to the venue itself – its form
and functionality
2. Access – refers to the ease of getting to the venue
3. Amenities – refers to the ancillary services which
may be inside the venue or within the general area
4. Amount – refers to the cost of rentals
24
Things to consider in selecting
venue for event
1.) Target Audience/Guest Size
Make sure that your venue can easily accommodate your expected target
audience. Your venue should not be too small or too large for your guests.
2.) Target Audience Convenience
Select venue according to target audience convenience. Your venue should not
be very far from the place where majority of your target audience live.
3.) Venue History
Before hiring a venue check out the history of the venue. Find out how many
events have been organized in the venue so far.
25
Things to consider in selecting
venue for event
4.) Venue Services
Before hiring a venue check out the number of services provided by the
venue like:
a. Parking facility - Make sure venue has its own parking space.
b. Security Arrangements - Make sure that your venue has adequate
number of fire extinguishers, fire alarms, emergency escape routes,
sprinkler system (a system consist of overhead pipes designed to control
or extinguish fires), security personals, handicap ramps, security
cameras, first aid kits and power backup (like generator, inverter, UPS).
26
Things to consider in selecting
venue for event
5.) Venue Fees
Q1) What is the venue fee?
Q2) What is included in the venue fee?
Q3) What is not included in the venue fee?
Q4) Is there any cost for parking?
Q5) What is the price range for a seated/buffet lunch and dinner?
Q6) What are the Corkage fees?
Q7) What is the cost of sleeping rooms?
27
Things to consider in selecting
venue for event
5.) Venue Fees
Q8) What is your cost per person and per food item?
Q9) What are your bartending and bar set up fees?
Q10) What are your fees and how do you charge for providing
additional services?
Q11) What modes of payments are available?
Q12) What are your payment, refund and cancellation policies?
28
Steps in Planning
3. Test the ideas by doing a feasibility study
- It helps in supporting your claims when you present
the project idea to the approving authorities.
29 How to make a Feasibility Study?

1. Collect the following data

a) Demand Information
- Guide Questions: Is the Event Needed? By whom?
Why is it Needed?
b)Supply Information
- Guide Questions: If you will stage the event, who will
provide us with our logistical requirements? Will there
be support from the school, friends in the industry?
30 How to make a Feasibility Study?

1. Collect the following data

c) Market Characteristics
- Guide Questions: What are the restrictions for this type
of event, opportunities, trends, demographic data of
target market?
d)Competition Information
- Guide Questions: Are there similar event? What are
these? Provide event details. Are there indirect
competitions or alternative activities? When are these
scheduled?
31 How to make a Feasibility Study?
2. Do a financial analysis with rough estimates of cost
and revenues
3. Do a SWOT analysis based on the data gathered
(Refer to figure 3)
4. Draw a conclusion. Answer the question: “Is the
event Feasible or not?”
32 Figure 3: SWOT ANALYSIS
33
Steps in Planning

4. Secure approval
- Present the plan and secure the approval of
the authorities.
- Follow the chain of command.
34
Steps in Planning

5. Assign each task to a specific person

- To do this, make a long lists of tasks and
divide the tasks
35
Steps in Planning
6. Create a timetable
- Estimate the time required to carry out each task.
- For each tasks, the committee must ask 3 key questions in
estimating time:
How long will it take ?
What other tasks must be completed before this one
can be started?
What other task can only be started after this task
has been completed?
- Create a Gantt Chart
36
Gantt Chart
- Gantt chart is a graphical representation of a project
schedule using a horizontal bar graph. It can also be used to
show current schedule status using color coding for
percentage of completion.
- The chart bears the name of HENRY GANTT (1861-1919),
who designed it from 1910-1915. and popularized it in the
west. However, the first Gantt chart was developed in 1896
by Karol Adamiecki who called it Harmonogram but was
not published until 1931.
37 How to make a Gantt Chart
1.List tasks/ activities in proper sequence per
committee
2.Identify the estimated length of time each
task/ activity takes, working back from
given deadlines
3.Use color coding in the chart that shows the
progress in each task.
(See figure 4)
38 Figure 4: Sample Gantt Chart
39
Steps in Planning

7. Create a budget
8. Create a marketing plan
9. Identify risk and possible solutions
10.Install Feedback Mechanism
40

B. Motivating
Personnel
41

- Motivating is energizing,
activating and directing employee
behavior towards the attainment of
goals
42 Importance of motivating
personnel
Motivating staff helps build up their dedication in
working and boost their morale. It is important for a
leader to know what motivates his staff and do his
very best to satisfy their individual and group
needs. Public recognition and rewards may be a
good motivation.
43

C. Communicating
44

- Communication is the giving and

receiving or exchange of the information
so that the material communicated is
completely understood by everyone
concerned and that appropriate action
follows.
45 Methods of Communication

1.Verbal Communication
2.Non-verbal Communication
3.Written Communication
4.Visual Communication
5.Electronic Communication
46 Importance of good
communication in an event

Good Communication is important

in an event to achieve necessary
actions to implement the event.
47

D. Creating
48
- Creating is the ability to produce an original
idea or thought through the use of
imagination.
- A good event manager should be equipped
with innovative thinking skills that will help
create an interesting event based on the needs
of the client.
49

E. Controlling
50

- Controlling is a management function

which checks whether what is supposed
to happen is happening or is going to
happen.
51 Importance of Control in Events

Control is a vital part of event

management because it is necessary for
things to actually happen, not just a
promise. It helps find out if the objectives
are achieved within the prescribed
timetable.
52

F. Problem Solving
53

- Problem Solving is the

ability to offer solutions to
problems.
54 Other Management Concepts

1. Decision Making – is the assessment and implementation of

possible strategies
2. Team Building – is the ability of an organized group of
people to work together.
3. Delegation – is giving people something to do which they
are capable of accomplishing
4. Leadership – is an interpersonal influence exercised in
situations and directed through the communication process
towards the attainment of specific goals.
55 Other Management Concepts

5. Staff Appraisal– is an assessment of the performance,

strengths and weaknesses of a personnel to improve the
quality of their work.
6. Staff Training – it is giving essential and desirable training
to the staff members to improve their personal skills and
knowledge
7. Authority, Responsibility and Power – is making clear
where the authority and power lie
8. Crisis Management – is the ability to handle any crisis that
may arise.
56
Activities
Activity 1: Conceptualize an event and make an event proposal (SEE Event
Proposal Format).
Activity 2: Conduct and present a Feasibility Study about the event that
the group has conceptualize (SEE Feasibility study format).
Activity 3: Make an Organizational Structure for the event chosen.
Activity 4: Make a checklist of all the tasks/things you need to accomplish
for the event. (FOLLOW the template below)

Tasks  (If done) X (if undone)

1.
57
Activities
Activity 5: List all Task and Disseminate (FOLLOW the template below)

Tasks Person-in-charge
1.
Activity 6: Create Timetable using the Gantt Chart.
Activity 7: Identify possible problem/s or risk/s and solution/s that may occur
in the planned event. Not less than 5 (FOLLOW the template below)

Possible Problem/s or Risk/s Solution/s

1.

NOTE: Submit hard copy/ies.

58 REFERENCES
 BOOK REFERENCES:
1.Cruz, Zenaida L.(2006). CONVENTION AND EVENT MANAGEMENT SECOND EDITION. National Bookstore: Mandaluyong City
2.Cruz, Zenaida L.(2015). CONVENTION AND EVENT MANAGEMENT THIRD EDITION. National Bookstore: Mandaluyong City
3.Romero, Eloisa A. (2009). EVENT MANAGEMENT HANDBOOK FIRST EDITION. Rex Bookstore Inc.: Sampaloc, Manila
4.Allen, Judy (2009). EVENT PLANNING SECOND EDITION. John Wiley & Sons Canada, Ltd.: Canada
5.Bladen, Charles, et. al, (2012). EVENTS MANAGEMENT: AN INTRODUCTION. Routledge: New York, USA
6.IRFU Organization (2008). EVENT MANAGEMENT HANDBOOK for event organisers of larger events (greater than 3,000 spectators).
Eamon O’Boyle & Associates, Safety Consultants
7.Brown, Nancy ( 2011). HOSPITALITY AND EVENT MANAGEMENT
8.Wagen, Lynn Vander (2010). EVENTS MANAGEMENT 4TH EDITION
9.Wagen, Lynn Vander, et. al. (2012). EVENTS MANAGEMENT FOR TOURISM, CULTURAL, BUSINESS AND SPORTING EVENTS
10.Polivika, Edward (1996). PROFESSIONAL MEETING MANAGEMENT