UNIT – 3

EVENT MANAGEMENT
 INTRODUCTION:

 Event Management is the application of the

management practice of project management to
the creation and development of festivals and
event. Event Management involves studying the
interaction of the brand, identifying the target
audience, devising the event concept, planning
the logistics and coordinating the technical
aspect before actually executing the modalities
of the proposed event.
 INTRODUCTION:
 The events now include events of all sizes from the Olympics down to a breakfast
meeting for business people. Every industry, charity, society and group will hold
events of some type/size/order to market themselves raise money or celebrate. Event
management might be a tool for strategic marketing and communication, used by
companies of every size. Companies can benefit from promotional events as a way to
communicate with current and potential customers. For instance, these advertising-
focused events can occur as press conferences, promotional events, or product
launches.
 MARKETING TOOL

 Event Management is considered one of the strategic marketing and communication

tools by companies of all sizes. From product launches to press conferences,
companies create promotional events to help them communicate with clients and
potential clients. They might target their events to help them communicate with clients
and potential clients. They might target their audience by using the news media, hoping
to generate media coverage which will reach thousands or millions of people. They can
also invite their audience to their events and reach them at the actual event.
 SERVICES OF EVENT MANAGEMENT COMPANY

 Event Management companies and organizations service a variety of areas including corporate
events, (product launches, press Conferences, corporate meetings and conferences), marketing
programs (road shows, grand opening events), and special events like concerts, award
ceremonies, and premieres, launch/ release parties, fashion shows, commercial events,
private (personal) events such as weddings, birthday parties, etc.
 EVENT MANAGEMENT AS AN INDUSTRY

 Event Management is a multi- million dollar industry, growing rapidly, with mega
shows and events hosted regularly. Surprisingly, there is no formalized research
conducted to assess the growth of this industry. The industry includes fields such as
MICE (Meetings, Incentives, Conventions and Events), exhibition, conferences and
seminars as well as live music and sporting events. The logistics side of the industry is
paid less than the sales/ sponsorship side, though some may say that these are two
different industries.
 TECHNOLOGY AND EVENT MANAGEMENT

 Software companies service event planners with a complete solution including

Online Event Registration, Event Marketing Tool, Hotel Booking Tool, Travel
Booking Tool, Budgeting Tool etc.
 EDUCATION

 There are an increasing number of universities which offer Graduates Degree/ Diploma
in Event Management, especially in the UK where they have been quick to catch on the
new interest and many are now offering certificate, diploma, degree and master degree
coursework.

 In addition to these academic courses, there are many associations and societies that
provide courses on the various aspect of the industry. These courses though not official,
are still useful addition to your resume.
 EDUCATION……

 Study includes organizational skills, technical knowledge, P.R, marketing,

advertising, entering, logistics, decor, glamour identity, human relations, study of law
and licenses, risk management, budgeting, study of allied industries like television,
other media and several other areas.
 CATEGORIES OF EVENTS
Events can be classified into four broad categories based on their purpose and
objective:
 Leisure events
e.g. leisure sport, music, recreation
 Cultural events
e.g. ceremonial, religious, art, heritage, and folklore.
 Personal events
e.g. weddings, birthdays, anniversaries.
 Organizational events
e.g. commercial, political, charitable, sales, product launch.
 CATEGORIES OF EVENTS
1. Leisure Events
 Leisure event management is an interesting and diverse
field. It involves managing facilities like sports grounds,
recreation centers, parks and entertainment venues. Also,
it can involve managing a celebration or festival,
sporting contest or concert.
 The leisure events companies manage these activities,
hire an enthusiastic workforce, who know their target
audience. Moreover, these professionals have the

expertise to carry out all the necessary administration and planning. The skill of the leisure event
manager lies in his/her ability to understand what event taking place to those who are in attendance.
 Also, a leisure event manager needs to incorporate value adding measures, to improve the experience of
event goers.
 CATEGORIES OF EVENTS
2. Cultural Events:
 Cultural events teams create unique festivals, memorable
outdoors, accessible entertainments and unexpected arts.
Often, every year, they will plan innovative cultural
programs and events, and advertise and oversee them
from start to finish.
 Managing a cultural event is a major undertaking.
Festivals seem glamorous and exciting but in reality, they
are hard work in every respect.
 Cultural event managers have to deliver an artistic and cultural programme, which will appeal to
the public. However, they have to take local sensitivities into account, adhere to strict planning and
health and safety rules, and still make a profit.
 CATEGORIES OF EVENTS
3. Personal Events:
 It takes a lot of time, effort and dedication to
organize a personal event. With catering
arrangements, types of menus, guest lists, booking
the venue and designing the décor. There are
countless details that have to be scheduled and
coordinated. In the past, personal events
management companies only dealt with indoor
events. However, nowadays, these companies
manage outdoor events as well.
 A personal event management company will bring a party to life, with colors, patterns and
lighting effects that will enchant all the guests present. Indeed, these companies specialize in
organizing funky, uniquely themed events.
 CATEGORIES OF EVENTS
4. Organizational Events:
 Organizational events can include political,
charitable and commercial events, as well as
sales events, such as product launches, etc. A
company that hosts an all day event for several
thousand people, will require catering,
entertainment and accommodation arranging for
all the guests.

 Event staff will need to be recruited, a room to host the event will have to be chosen, seating
arrangements will need to be determined and obviously, an event budget has to be established.
An organizational events management company will have expertise in all of these areas.
 EVENT PLANNING (5 STEPS FOR SUCCESSFUL EVENT)

1. Research and Goal Setting:

 Depending on the type of event you are planning,
you may need to conduct some research before
you get started. During the research process you
should interview the person or team that is
responsible for hosting the event. Find out exactly
what their goals are: raising money,
training, networking with other professionals
sharing new ideas, etc.
 EVENT PLANNING (5 STEPS FOR SUCCESSFUL EVENT)

1. Research and Goal Setting:

 The planner must have a list of questions prepared for the research phase in order to maximize
efficiency. You’ll need to know the budget for the event, the date, and about how many people
are expected to attend.

 After you have completed your research you can document the goals and objectives of the
event. Your goals and objectives should be clear and focused so that you can use them to
measure the success of your event later on. This list can also guide you as you start the main
event planning phases.
 EVENT PLANNING (5 STEPS FOR SUCCESSFUL EVENT)

2. Design the Event:

 The event design phase includes the master plan
for your event. You’ll start with finding a venue
that accommodates the theme of the event, the
number of guests, and the purpose of the event.
You can work with venue staff throughout the
planning process to enhance communication and
make sure things run smoothly.
 EVENT PLANNING (5 STEPS FOR SUCCESSFUL EVENT)

2. Design the Event:

 Once you have a location for your event, you can start build a team of people to help you with
the remaining design tasks. Delegating responsibility to different team members allows you to
take a management role without becoming too overwhelmed by the details of event planning.
Each of your team members will contribute to the master plan.

 For example, the person responsible for entertainment will give you a list of performers along
with a schedule. The person or group responsible for food and drink will provide a detailed
menu along with the associated costs and plan for food service.
 EVENT PLANNING (5 STEPS FOR SUCCESSFUL EVENT)

3. Brand the event:

 A successful event with clear goals and objectives
should be easy to brand. You know what the host of
the event wants and what guests are expecting. Use
your research and your design to brand the event.

 You’ll also need to find a way to show how your

event is unique and why it’s worth attending. You can
use promotional materials to bolster the brand and get
people talking about your event.
 EVENT PLANNING (5 STEPS FOR SUCCESSFUL EVENT)

3. Brand the event:

 Does your event have a name? Does it have a motto or tagline? These details can make branding
your event more successful. Think about a name, tagline, and logo as you form a brand around
the event. It should be clear to attendees what they should expect from the event should they
choose to attend.

 Your branding will help you as you start to publicize the event. You can use an email list, social
media posts, or a specific invitation list depending on what the event host has in mind.
 EVENT PLANNING (5 STEPS FOR SUCCESSFUL EVENT)

4. Co-ordinating and day of Planning:

 Your planning is coming together well. Coordination

refers to finalizing plans with each of your team
members and the event staff or volunteers.

 Everyone involved with the event should know how

important their role is to event success. You’ll give the
schedule to each team member and your representative
at the venue.
 EVENT PLANNING (5 STEPS FOR SUCCESSFUL EVENT)

4. Co-ordinating and day of Planning:

 The schedule should list each component of the event with a clear start and finish
time. You may also include which person or group of people is responsible for each
part of the event. You can also include other important information on your day-of
schedule such as who to contact if there are technical issues, etc.
 EVENT PLANNING (5 STEPS FOR SUCCESSFUL EVENT)

5. Evaluate the Event:

 The last step of your event planning checklists is
evaluation. Not all event planners or event planning
companies use a formal evaluation. The evaluation
stage is useful if you want to collect positive feedback
to build your reputation as a planner.

 For conferences and formal work trainings you can

send out an online survey or handout a paper survey
to attendees to collect feedback on the event
 EVENT PLANNING (5 STEPS FOR SUCCESSFUL EVENT)

5. Evaluate the Event:

 After the event is over you can return to your team’s goals and objectives and discuss whether
each of those were met. If they were - great! If you think you could have been stronger in a
certain area, discuss it. The only way to improve your event planning skills is to be willing to
grow and improve.
ROLE AND RESPONSIBILITIES OF EVENT TEAM MEMBERS
EVENT MANAGER

 The Event Manager is the person who plans and executes the event. Event managers
and their teams are often behind the scenes managing the event. Even managers may
also be involved in more than just the planning and execution of the event, but also
brand building, marketing and communication strategy. The event manager is an expert
at the creative technical and logistical elements that help an event succeed. This include
event design, audio visual production, script writing, logistics, budgeting, negotiation
and, of course, client service. It is a multi- dimensional profession.
 EVENT MANAGER
 Liaise with clients to find out their exact event requirements
 Produce detailed proposals for events (including timelines, venues, suppliers, legal obligations, staffing
and budgets)
 Research venues, suppliers and contractors, then negotiate prices and hire
 Manage and coordinate suppliers and all event logistics (for example, venue, catering, travel)
 Liaise with sales and marketing teams to publicize and promote the event
 Manage a team of staff, giving full briefings
 Organize facilities for car parking, traffic control, security, first aid, hospitality and the media
 Oversee the dismantling and removal of the event and clear the venue efficiently
 Produce post-event evaluation to inform future events
 Research opportunities for new clients and events.
 EVENT COORDINATOR
An Event Coordinator is a professional in the hospitality and event industry who plans and coordinates
events. They select venues, adhere to the given budget, arrange onsite vendors and ensure client
satisfaction for the scheduled event. Other job titles that are related are event planner and event
specialist.

 Understand requirements for each event.

 Plan event with attention to financial and time constraints.

 Book venues and schedule speakers.

 Research vendors (catering, decorators, musicians etc.) and choose the best combination of quality
and cost.
 EVENT COORDINATOR

 Negotiate with vendors to achieve the most favorable terms.

 Hire personnel.
 Manage all event operations (preparing venue, invitations etc.)
 Do final checks at the day of the event (e.g. tables, technology) to ensure
everything meets standards.
 Oversee event happenings and act quickly to resolve problems.
 Oversee event happenings and act quickly to resolve problems.
 Evaluate event’s success and submit reports.
 EVENT STAFF
 Unloading equipment from trucks and setting up venues for events, including chairs and
building stages.
 Working under the instructions of an Event Manager.
 Ensuring the event hall is clean and organized.
 Adhering to event safety standards.
 Ensuring excellent levels of customer service.
 Setting up lighting and sound equipment.
 Packing up equipment when the event is completed.
 Inspecting equipment for damage after use and checking it against an inventory list.
 Allow appropriate entry into building. Greet guests and address any questions or concerns.