Successful event management : a practical handbook

289 Pages·2010·18.22 MB·English

by  Anton Shone

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Anton Shone and Bryn Parry
SUCCESSFUL EVENT
MANAGEMENT
A PRACTICAL HANDBOOK: THIRD EDITION
Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States
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Successful Event Management, © 2010, Anton Shone and Bryn Parry
Third Edition
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This work is adapted from Successful Event Management, 2nd
Edition, published by SOUTH-WESTERN, a division of Cengage
Learning, Inc. © 2004.
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A catalogue record for this book is available from the
British Library.
ISBN: 978-1-4080-2075-3
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Printed in Singapore
1 2 3 4 5 6 7 8 9 10 – 12 11 10
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CONTENTS
List of fi gures vii 4 Social, economic, political and
List of case studies ix developmental implications 52
Forms for the new event manager xii
Preface xiii Introduction 52
Walk through tour xv Social and community implications 54
About the website xvii Economic implications 58
Political implications 61
Developmental implications 64
PART ONE Summary and references 67
THE EVENTS BUSINESS
1
PART TWO
1 An introduction to events 3 MANAGING EVENTS 69
Introduction 3
Defi nitions and frameworks 4
5 Making a start and planning the
Categories and typologies 5
event 71
Historical contexts and precedents 7
Characteristics of events 15 Introduction 71
Summary and references 20 Getting organized 72
Organizational issues in events of varying
2 The market demand for events 22 sizes 74
Event feasibility: fi nding and testing an
Introduction 22
idea 77
Size and scope of the events market 23
The screening process 79
Determinants and motivations 28
Progressing the idea 86
The structure of demand for events 34
The planning process 88
Summary and references 37
Objectives, environmental search and
3 The events business: supply and information-gathering 91
Operational planning and demand 94
suppliers 39
Financial planning 96
Introduction 39 Marketing planning 101
Governmental support infrastructure, industry Getting it together 102
associations and professional bodies 40 Summary and references 102
Commercial event and event support
organizations 41
Voluntary bodies, committees and
individuals 50
Summary and references 51
v
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vi CONTENTS
6 Financial management and the 10 Event project management and
budget 104 set up issues 186
Introduction 104 Introduction 186
Objectives and fi nancial planning 105 The event as a project 187
Creating a budget 108 Ticketing and pre-booking issues 191
The detailed budget 113 Operational activities 193
Who spends what 117 Security: issues, personnel and a control
Other sources of income 120 point 198
Sponsorship and public funding 122 Media handling 200
Summary and references 127 Rehearsal and briefi ngs 201
Layout of entrances and visitor reception 202
The event experience 205
7 Event logistics and supplies 128
Summary and references 210
Introduction 128
Finding the venue 129
11 The organization manager and the
Logistics 131
team: during the event 212
Supplies, transport and distribution 136
Catering 138 Introduction 212
Technical facilities 145 Organization 213
Summary and references 150 Organizational effectiveness 215
Staffi ng: professional or volunteer
8 Marketing and public relations for management? 220
Factors infl uencing the number and type of
events 151
staff 223
Introduction 151 Finding staff 226
The target market 152 Running the event on the day 231
How to infl uence the target market 156 Organization and briefi ng of staff, stewards
The marketing plan 160 and volunteers 235
Marketing for a new event 161 Summary and references 237
Marketing for repeat events and
new editions 164
12 Close-down, evaluation and
Summary and references 170
legacies 239
9 Risk management and legalities 171 Introduction 239
Close-down 240
Introduction 171 Evaluation 245
Risk management 172 Divestment and legacies 250
Plans and maps 178 The life expiry of events 251
Legalities and insurance 179 Summary and references 255
Summary and references 184
Glossary 257
Index 259
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LIST OF FIGURES
CHAPTER 1 CHAPTER 5
5.1 Example of an events management
1.1 A suggested categorization of special
events 5 committee 73
5.2 Development of organizational structures in
1.2 A typology of events 6
1.3 Characteristics of special events as a events 74
service 16 5.3 Generating ideas 79
1.4 Elements in the ambience and service 5.4 Concept screening 80
5.5 Example pilot questionnaire for proposed
of an event 18
events 81
5.6 Events screening form 85
CHAPTER 2
5.7 Examples of possible events objects 87
2.1 Assessing market scope and the economics 5.8 Simple pre-event planner 89
impacts of events 29 5.9 Planning as a management activity for an
2.2 A combination of motives for event 90
participating in an event, such as 5.10 The planning process for events
an opera gala 30 management 92
2.3 Possible motives for attending events (these 5.11 Information gathering and environmental
may be primary or secondary) 31 searching 95
2.4 Event component mix 34 5.12 Simple example of marketing lead times:
2.5 Demand potentials 35 Middleburg Sports Day 97
CHAPTER 3
CHAPTER 6
3.1 Infrastructure of the events
6.1 Examples of various event objectives 106
business 41
6.2 Cashfl ow at events 107
3.2 Events organizations (commercial and
6.3 Some common budgeting mistakes 108
others) 43
6.4 Preliminary (outline) budget form 111
3.3 Matrix of sample distribution channels and
6.5 Example of comparative outline budgets for
activities 44
a proposed company party 112
6.6 Break-even chart 113
CHAPTER 4
6.7 General budget form 114
4.1 The implications of special 6.8 Budget: Detailed income and costs – fi nal
events 53 outcome summary 118
4.2 Development of tourist destinations: 6.9 Purchase order form 119
some examples 57 6.10 Petty cash voucher 120
4.3 Elements of tourism 58 6.11 Sources of additional revenue in addition to
4.4 Political stakeholders for events 64 ticket or admission prices 121
vii
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viii LIST OF FIGURES
6.12 Types of event funding 122 9.3 Example of a risk assessment form 175
6.13 Sources of patronage, grant funding and 9.4 Example of a risk control plan 176
other income for events 126 9.5 Event site map coverage 179
9.6 Permits, licences and legalities 182
CHAPTER 7
CHAPTER 10
7.1 Venue fi nding checklist 130
7.2 The events management process – 10.1 Event and project management activities 187
organizational and logistical activities 132 10.2 Work breakdown structure for a wedding
7.3 Example of a logistics production schedule 135 marquee 189
7.4 Logistic sequence for events 137 10.3 Example of a Gantt chart 190
7.5 Example equipment receival form 138 10.4 Ticket design – information to include on a
7.6 Alternative cafeteria fl ow services 139 ticket 193
7.7 Examples of seated room layouts 140 10.5 Pre-operations on the day 196
7.8 Issues in determining menus and 10.6 Pre-event briefi ng meeting for all staff 202
refreshments 143 10.7 Example of the component elements at a
7.9 Further considerations in food and drinks quiz dinner 206
services 144 10.8 The event service experience 209
7.10 Example communications contact list 149
CHAPTER 11
CHAPTER 8
11.1 Simplifi ed events organization structure 214
8.1 Key questions to ask about the target 11.2 Visitor services department at the
market 153 Middleburg music festival 215
8.2 Catchment and origin 154 11.3 The culture of an event organization 218
8.3 Example of a catchment area – the 11.4 Framework for an event organization’s
Middleburg music festival 154 performance 219
8.4 Infl uencing the market 157 11.5 Example job advert for an events
8.5 Determinants for participation in an event co-ordinator 221
(‘Buying Process’) 158 11.6 A committee of volunteers 222
8.6 Individual’s expectations of an event 158 11.7 Factors infl uencing the number of staff
8.7 Event decision making process for a required 223
university ball 159 11.8 Concentration of core services and staff 225
8.8 Creating the marketing plan from the event 11.9 Job description form 227
objectives 160 11.10 Staffi ng an event 228
8.9 Elements of the events marketing plan 162 11.11 Activities on the day 234
8.10 Event components and target market
matrix 163
CHAPTER 12
8.11 Examples of marketing expenditure items 164
12.1 Final phase of event activities 240
8.12 Event marketing budget form (adapt as
12.2 Event history contact record form 244
required) 165
12.3 Types of information for evaluation of
8.13 Example of a marketing schedule 166
events 246
12.4 Sources of information for evaluation 246
CHAPTER 9
12.5 Visitor satisfaction at the Middleburg music
9.1 Various risk categories 173 festival 248
9.2 Risk analysis quadrant 173 12.6 Mystery guest report (extract) 249
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LIST OF CASE STUDIES
CITY COUNTRY DATE PAGE
CHAPTER 1
1 Olympic Games Olympia Greece 776BC 8
Leisure/sporting events
2 Roman Wedding Rome Italy AD100 10
Personal events
3 Coronation of Elizabeth I London England 1559 12
Cultural events
4 Paris Exposition Paris France 1889 14
Organizational events
CHAPTER 2
5 Edinburgh Festivals Edinburgh Scotland 2006 24
Size and scope of events
6 UK Wedding Market —— UK 2005 26
Estimating market size
7 Berlin Film Festival Berlin Germany 2009 32
Motives for attending events
8 North Sea Jazz Festival Rotterdam Netherlands 2009 36
The event ‘umbrella’
CHAPTER 3
9 Netherlands Board of Tourism and Leidschendam Netherlands 2009 42
Conventions (NBTC)
Example of an infrastructure organization
10 Coeva Paris France 2009 47
Example of a commercial organization
CHAPTER 4
11 Giant Mountain’s Beer Festival Vrchlabi Czech Republic 2009 55
Community implications of events
12 Liverpool European Capital of Culture Liverpool England 2008 59
Economic implications of events
ix
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