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Practical Events
ManagementLecture Four: Managing
the Event
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Lecture Overview
Project Management for Events
Marketing
Human Resource Management
Finance
Risk and Responsibility
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The Event as a Project
The production of an event or festival can be defined as a project.
According to Gray and Larson (2000:4)
“a project is a complex non routine one-time effort limited by time, budget, resources and performance specifications designed to meet customer needs”.
Event management consists of a number of management areas, project management integrates these areas.
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The Phases of Project Management
Project Management consists of:
Initiation Planning Implementation The event Shutdown
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Marketing for Events
Marketing can be defined as:
“the management process responsible for identifying, anticipating and satisfying customer requirements profitably”
(Chartered Institute for Marketing, 2005)
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The Marketing Plan
Shone and Parry (2001) suggest that a marketing plan should cover the following:
Statement of purpose, objectives and expected results
Analysis of the macro and micro environment Summary of event components Overview of target markets Marketing budget Marketing schedule
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The Marketing Mix
The general marketing mix
Product Price Place Promotion People Physical evidence Process
The event marketing mix
Product Price Place Promotion Programming People Partnerships Packaging and
distribution
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Human Resource Management for Events
“A philosophy of people management based on the belief that human resources are uniquely important in sustained business success. An organisation gains competitive advantage by using its people effectively, drawing on their expertise and ingenuity to meet clarified objectives. HRM is aimed at recruiting capable, flexible and committed people, managing and rewarding their performance and developing key competencies”
(Price, 2004:32)
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HR Strategy and Objectives
Getz’s (2005) three stage process for staffing suggests:
Identifying all tasks associated with the event’s creation, delivery and shutdown
Determining how many people are needed to complete the range of tasks associated with the conduct of the event
Listing the numbers of staff/volunteers and supervisors needed and the skills/experience needed to form the ideal workforce
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HR Issues
HR for events is unique for two reasons:
Events have a pulsating organisational structure Events often rely heavily on volunteers
Issues can therefore include:
Recruitment Training Motivation Retention
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Finance for Events
Financial control is vital as it:
Allows us to judge likely success Allows us to judge the level of planning Provides a total cost picture Is useful when looking for additional funding
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The Event Budget
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Costs and Revenue
Costs:
Fixed Variable Also, think about
cash flow
Revenue
Ticket sales (scaling) Sponsorship
(leverage) In kind support Merchandising Grants Fundraising Broadcast rights Special features
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Financial Reporting: profit and loss
PHOENIX EVENTS
Forecast Profit & Loss Account
(If 150 tickets sold at £3)
SALES (FROM TICKET PRICES) 450
LESS COSTS OF SALES 180
GROSS PROFIT 270
LESS EXPENSES
ADMINISTRATION EXPENSES 40
MARKETING EXPENSES 40
DECORATIONS 50
LOAN 50
NET PROFIT 90
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Risk and Responsibility
Practical (real) risk
“the probability that a particular adverse event occurs during a stated period of time, or results from a particular challenge”
(Royal Society Study Group, 1992:2)
Event risk
“a working definition of event risk is any future incident that will negatively influence the event. Note that risk is not solely at the event itself”
(Bowdin, et al., 2006:318)
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The Risk Management Process
Identify potential hazards
Identify who they may affect
Identify potential risks associated with the hazard
Assess the risk rating
Identify the controls that can be put in place to reduce/manage the risk
Identify the final risk rating
Identify who is responsible for managing this risk
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Potential Issues
Licensing
Legislation
Public liability insurance
Additional insurance
You MUST include a full risk assessment and copy of your venue’s public liability insurance in your event plan
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Back to Project Management