Event Concept

Learning Outcomes:
At the end of the lesson, learner will be able to:
1. Explain the nature of the event environment;
2. Identify various stakeholders;
3. Appreciate critical role and engagement of media;
4. Explain key issues associated with event mission, aims, objective
and scope;
4. Present event concept.
 Event Concept

• Realistic expectations – positive and based on

sound knowledge – hope and wishful thinking
• Important in the initiation of an event
• Brings together the creative spark that determine
event’s success or failure
 Event Concept

• Should:
1. Focus on important societal issues
2. Provide unique theme and focus
3. Demonstrate a new and imaginative way to attract
a huge audience
 Event Environment
• Identifying Stakeholders
-People and organizations that are affected by the event
- Satisfaction of the audience (Sponsors; Audience)
1. Local council- approvals
2. Authorities (PNP, Suppliers/Vendors)
3. Host communities ( Sponsors, Respondents)
 Event Environment

4. Media (Radio, Newspaper, Television-Promotions)

5. Employees or volunteers
6. Attendees
 Minute to ponder!

• Which among the key stakeholders needed to be

identified mostly?
• Directly involved in the development of the event
• Taken into account when measuring the success or otherwise of the
event
• Indirectly assist in the development of event
• Potentially make event more successful
• Contacts to ensure that there are no problems
• Potentially constrain or limit aspects of the event’ success
 Specific Stakeholders

• Host Organization • Participants

• Host Community • Spectators
• Sponsors (most crucial)
• Media
• Coworkers
 Distinguishing Events
• Fun events
-increase enthusiasm and participation.
• Personal events
-personal affairs
• Musical show
-open air concert for public
• Promotional events
-product sales
 Distinguishing Events
• Corporate events
-2 categories : in house affair and events for the public
• Educational events
-learning session
• Trade shows exhibitions
-product launching
 Engaging Sponsors as Event Partners
-Sponsors involvement:
Speeches, Awarding

-Meeting other
Sponsors’ expectation
Engaging the Media

-Modify
-Leads to unexpected
benefits
-Leads to Innovation(Print
Media/Electronic media
Establishing the Event Purpose & Scope

• Purpose - the most important element of the event

- Articulate event purpose requires:
a. Mission Statement
b. Aims underpin mission and Objectives quantify aims
 a. Mission Statement
- starting point and provides framework(Stakeholders)
Basically: a. An existing event that is staged
regularly – Unchanged
(If moved-adapted-Modified)
b. A new Event
 Mission Statement of a New Event
• List in order of priority all the event stakeholders needed to be
account during all the steps.
• Describe the overriding purpose of the event:
- Why the event is being staged
-Opportunities that gave rise to the Event
- The needs that the event will address
- Interest that the event appeal to
 Mission Statement of a New Event
• Describe how the event will achieve the desired outcomes
-How it will be conducted
• Outline Values that will guide the way in which the event will
be conducted
-Beliefs and philosophies that gave rise to the event
- Values and attitudes associated with the event
 b. Aims and Objectives
• Aims underpin mission and Objectives quantify aims
• Develop objectives based on the Mission (SMART)
Ex. Art Festival
Aim: To present Annual International Festival for the enrichment of
Cultural life
Obj: To attract Sponsors and revenue for financial viability
To Broaden the scope of National arts
To showcase best Local and National Artists
 Setting Objectives
• Objectives (SMART)
Narrow
Precise
Tangible
Can be validated
Concrete
 Establishing the Event Purpose & Scope
• Scope – recognizes and takes account of the fact that the
event is limited to:
a. Time
b. Coverage
c. Cost
*Scope creep
 Establishing the Event Concept, Theme &
Format
• Concept
- Articulate the purpose of the event and specify the
scope
- Establish theme
- Considers the event venue, lay-out, audience,
timing, duration, …
 Establishing the Event Concept, Theme &
Format
• Theme
- differentiates clearly events
Theme-main idea that ties all the event details
Motif-Execution of the idea
Choosing an Event Theme
1. Aim - objectives
2. Audience -category
3. Venue – places(Suggest a theme)
4. Budget – B-word
5. Season - weather
 Things that influence Theme
• Invitations – teaser
• Marketing – social media
• Décor – create a right atmosphere
• Food and drinks – great opportunity
• Entertainment – feature the events
• Activities – incorporate fun activities in line with the theme
 Consideration in making Program:

1. Important details 6. Add images

2. Templates 7. Format
3. Type of program you will use 8. Printed Output
4. Choose design and colors
5. Write text
 Steps to Excellent Program design
1.Clarify target outcomes
2.Leverage the existing knowledge base
3.Connect program inputs to specific outcomes
4.Focus implementation and measurement
5.Continually Refining
a. Main Event Focus
b. Secondary event focus
c. Support Activities (Entertainment /additional fillers)
 Format
• Formal Functions
- Dress code
- Set time for guests to arrive
- Registration and name tag requirements
- Allocated time for speeches and presentation, etc.
- Specific meal times
- Semi- silver or full silver service
- Program for the occasion
- Specific service protocols
- Specific seating plan
 Format
• Informal Functions
-No set time for guest arrival
-No dress code
-Flexible times for food and beverage service
-Impromptu speeches
-No service protocol
-No seating plan
 Types of Programs

• Skeletal – time slots, activities, person in-charge

• Descriptive – activities have description
• Technical – technical words use
 Format
• Venue and Physical Lay-out
-Stand –up Function
- used for cocktail parties, general parties or lunches that are part of a
conference
-Sit down function
-generally used for weddings or formal dinners, banquets and presentations
-Boardroom Meeting
A. Theatre style E. Banquet Style
B. Boardroom meeting F. U Shape
C. Hollow Square G. E Shape
D. Classroom Style
 Venue Consideration
1. Reputation
2. Marketing
3. Environment

 Climate – desirability of the weather

 Setting – attractiveness of its surrounding
 Infrastructure – suitability & standard of local infrastructure
 Hospitability
 Sources of Event Venues or Sites

• Hotels • Convention halls

• Resorts • Wedding reception centers
• Restaurants • Sporting venues
• Private Homes • Government buildings and civic
• Schools, Universities and other centers
educational providers • Museums
• Banquet, meeting rooms
 *Infrastructure requirements

Types: -Emergency services

-Power and water supply -Car and coach parking
-Food and beverage equipment -Disabled access
-Tables, chairs and related -Signage
items -Waste management
-Environmental control
-Toilets
 Purpose of Events

• Income Generating
• Break-even
• Charity
 Activities

• Written quiz
• Event Proposal
 Criteria for Events Proposal
Rubrics Percentage Score

1. Proposal contents, design quality 25%

2. Communication, presentation skills and 15%

delivery
3. Marketing and salesmanship 15%

4. Management skills and competency 15%

5. Feasibility and viability 30%

TOTAL 100%
 1st Final Assignment

• What are other factors to consider in conceptualizing an

Event Format? Explain. (S-A)
• Describe event physical lay-out and identify events
used specific lay out. (S-B)
• Write it in a ½ crosswise yellow pad paper.