CHAPTER 6 (EDT) Event Concept

 

CHAPTER 6 EVENT CONCEPT

 

Establish event concept, theme and format 

Concept development are imposed by: the purpose, the objectives and scope of the event, available and potential resources, and timing

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A wide range of implementation factors need to be considered when choosing the event concept . Those factors are ; theme, venue, event audience, financial considerations, considerations, timin of the event ! event team, contractors and sta"eholders

 

Theme 

The theme of event should be linked with the purpose. purpose.

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 t should be completely compatible compatible with  with guest!audience needs and consistent consistent in  in all respects.

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"ost events adapt a colour scheme  scheme  that is repeated repeated on  on all items produced for the event such as tickets, programs , uniforms, d#cor and and merchandise. merchandise. This helps attendees to identify with the theme

 

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$%amples of themes: 

&istorical

' "usical

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(eographical

' )porting

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Cultural

' $ntertainment

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*ood and wine

' +bjects  e.g C-s, oats/ 

 

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0hen coming up with ideas for a theme, theme, it is most important to consider the range of suitable venues available, keeping in mind the constraints of budget and other considerations

 

Venue 

$vent manager needs to carefully consider the planning implications of choosing an unusual venue in preference to a standard venue re1uiring decoration only to match the theme.

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2ighting, sound, catering also provide challenges in unusual settings.

 

 

Venue 

$%amples of unusual venues 

-emolition site

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3arking lot

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Tunnel

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"useum

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4esearch facility

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Amusement park

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+rchard

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5ineyard

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A1uarium

 

Venue 

0hen considering the choice of venue, the event organi6er needs to look at a number number of factors, including; 

3otential to fulfil the purpose of the event

 

Ambiance 2ocation

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Access by parking transport

 

Venue 

0hen considering the choice of venue, the event organi6er needs to look at a number number of factors, including; 

3arking

 

)eating capacity uilt features

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Cost of decoration, sound and lighting

 

Venue 

0hen considering the choice of venue, the event organi6er needs to look at a number number of factors, including; 

Cost of labor

 

2ogistics of setting up *ood and beverages facilities

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)afety

 

Event audience 

mportant to consider the need of all participants before finali6ing the concept.

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$very audience is different, and the event manager needs to go with

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the flow and direct the event to meet audience response. Audience7s response can involve sudden changes in plan.

 

#inancial Consideration 

*inancial situation is important to be considered at the early stage of concept design.

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nitial financial estimates can get out of control very easy

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The choice of event concept can certainly contribute to the financial condition.

 

Timin of the event 

Timing often linked to the season or weather.

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$%ample; Food and wine festival would be better programmed for early autumn than for mid-summer when the heat would be intolerable for both audience and the the stall holders.

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$valuation of an event concept must take into account the following four time'related factors ' )eason ' -ay of the week ' Time of day ' -uration

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Closely linked to this concept of timing in the sense of scheduling on the event calendar/ is the topic of lead time. This is the time available for planning and implementations implementations..

 

Timin of the event 

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2ast minutes minutes re1uests are very difficult to to manage. *or *or the event manager, long long lead time time is preferable, preferable, allowing allowing ade1uate time to develop the event specifications and commence contract negotiation with suppliers and other contractors. The duration of the event is another consideration, consideration, with multiple 8 day events providing the biggest challenges as the venue has to be cleared , cleaned and restocked between sessions.

 

Event team, contractors and other sta"eholders 

 

The skills of the event team and just as importantly , the contractors such as lighting technicians and catering staff are an important consideration in terms of concept development.

 

Event team, contractors and other sta"eholders 

)taff working at most events have very limited opportunity for training , making job breakdowns and tasks sheets essentials aspects of planning.

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n addition, stakeholders such as the waterways police, the environmenta environmental Authority and the transportthe authority have all sorts lof3rotection re1uirements that could challenge feasibility of an event and these must be investigated.

 

Event team, contractors and other sta"eholders 

2ist of people involved in staging an event :

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Talent!performer!team Talent!performer !team and manager

 

Cast crew Contractors service providers/

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)uppliers

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$mployees

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5olunteers

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$mergency services

 

EVA$%ATE THE #EA&'('$'T) O# THE CONCEPT

 

Evaluate the feasibilit* of the concept 

t is important to evaluate the feasibility of the concept.

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+H) 

to raise awareness of the problems and pitfall as that can occur if they are are not considered at the early stage stage of concept development

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they can give negative impact on the event planner7s creativity

 

Evaluate the feasibilit* of the concept 

&ow to evaluate the feasibility of the event concept9 i. Competition ii. 4egulations iii. "arketing iv. Community mpact v. 4isk vi. 4evenue And $%penditure

 

Evaluate the feasibilit* of the concept Competition 

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0hen involved in any event, it is essential to conduct competitor7s analysis such as; 

looking at the timing timing and duration duration of other unrelated

events, even if they are

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people have limited limited disposable income and festivals festivals and and events tend to be non'essentia non'essentiall items in most family and tourist budgets, thus people will choose the best events rather than attend all events organised in their area

A wider study should include an analysis on political, environmental, social and technological impacts, known as environmentall scanning. environmenta

 

Evaluate the feasibilit* of the concept Reulation 

A wide range of la.s and reulations  have an impact on the staging and these can severely limit creativity

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$.g; 4eleasing balloons into the atmosphere is considered environmentall unfriendly . environmenta

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$.g; 3arking, traffic and neighbourhood impact, especially in terms of timing and noise are all aspects that re1uire the event manager7s liaison with local or state government

 

Evaluate the feasibilit* of the concept /ar"etin 

&ow to sell an an event is a very important important part of the initial planning, the timing of your y our marketing efforts being crucial.

 

Evaluate the feasibilit* of the concept /ar"etin 

-o you advertise advertise months beforehand or the day or week before9 0ill the audience turn up on the day9 &ow can you arrange them do so9have )hould you sell ticket in advance9 many events even ts to actually no advance ttickets icket sales/. sales/.

 

Evaluate the feasibilit* of the concept /ar"etin 

All these 1uestions re1uire the decision0ma"in s"ills of the event manager or the event management team

 

Evaluate the feasibilit* of the concept Communit* impact 

The impact of an event on the local or wider community and others is a major considerati consideration on of the the planning planning stage. stage.

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2ocal traders and other lobby groups can raise hell for the unprepared event organiser, so it is absolutely essential that community benefits are e%plained and other impacts considered as part of the event proposal.

 

Evaluate the feasibilit* of the concept Ris" 

The weather for instance, s the greater risk attendance, enjoyment and success success for most events

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+rganiser also must aware that insurance premiums will be linked to the perceived risk to the safety of participants

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4isk may include: ' cancellation by a key performer ' non arrival of e1uipment ' transportation crisis ' technical failure ' accidents

to

 

1E&'2N THE EVENT

 

Elements in event desin There are nine element in designing an event:  Catering 

Theme



2ayout

 

Elements in event desin There are nine element in designing an event:  -#cor 

)uppliers

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Technical re1uirements

 

Elements in event desin There are nine element in designing an event:  )taging 

$ntertainment

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Talent