CHAPTER 7 Event Planning and Logistics

Learning Objectives 1. Understand the initial event planning process- conducting a feasibility study. 2. Review the factors that must be considered in implementing an integrated planning strategy. 3. Discuss the Logistics of event planning 4. Know some event planning tools that area used to set track tasks.

Chapter 7 sheds the light on the entire event planning process- from conducting a feasibility study and risk audit and outlining what information needs to be included in a bid of document to detailing the myriad factors that must be considered when carrying out an integrated planning strategy. With the event plan in place, the problem logistics is addressed, including the logistics of site management, security, communication, traffic and protocol. Also discussed are event planning tools to ensure that the schedule is on track.

As planning is a dynamic process, professional event manager must be ready to react to any eventually.

Event Planning: Initial Process

Planning an event is a continuous and dynamic process. It looks at future considerations and consequences ,while monitoring internal and external forces. Part of planning is anticipating possible influences and problems so that suitable action can be taken should any problem occur.

Event Planning: Initial Process

Whether it is recurring or a new one-off event, it requires a constant planning strategic process. Even a recurring event or a small community event, perhaps a permanent yearly feature in a village or citys calendar involves planning.

There are constant changes to the environment, competitiveness of market, travel behaviour and stakeholder involvement. If it is hoped that an event will be sustained and develop over time, strategic proactive planning must be in place. The event must continue to add value, with constant quality improvements.

Event Planning: Initial Process

Planning involves a systematic decision-making process. An initial feasibility study on likelihood of success and reaching the event objectives should be followed by a yes or no decision proceed

Event Planning: Initial Process

Planning evaluation and feedback process
Feasibility study/Analysis of bid process (one-off event)

Preliminary Planning

Detailed Planning

Implementation /monitoring

Decision to proceed or stop

Overall event Planning

Event Planning: Initial Process

A constant evaluation and feedback mechanism should be in place throughout the planning process allow necessary amendments or corrections to be made. The planning process should factor in the need to conduct an overall evaluation of the event at the end.

Event Planning: Initial Process

Planning for an event involves many factor that everything must be clearly documented to prevent confusion, misunderstanding and task being committed or not being completed on time. Standard operating procedures (SOP) providing a road map need to be in place for each possible event occurrence. This means an event leader or team must become accountable for their actions and be governed by regulations.

Event Planning: Initial Process

There should be unambiguous, offering an answer flow until final conclusion of the problem. Whether the SOPs are uploaded on an event Internet system for access by those involved in the event or laid out in a print manual, each event staff member should know their responsibility within these producers. The SOPs will be a constant source of references until event shutdown. Depending on the scale and magnitude of the event, SOPs can vary in a mount, formality and detail.

FEASIBILITY STUDY
Feasibility analysis should be undertaken with a permanent event to determine changes that may be required to sustain and develop the event, or whether further resources should be committed to the event.

The feasibility study should include:

Event Description Feasibility of making a bid Budgeting and financing Fitting with overall tourism strategy Impact audit Opportunity costs Stakeholder support Sponsorship

The feasibility study should include:

Support services Event delivery Competitive audit Infrastructure and capacity Marketing promotion Creating an event legacy

RISK AUDIT
During the feasibility study stage event planners should look at the potential at risks involved With this should be a contingency planning on ways to deal with these risks should be occur.

Risks have various levels, requiring suitable measured responses:

Financial Weather Security Destination image Food safety Public utility failure Corruption Venue failure

BID PROCESS
A bid process can occur either for hosting an event for the first time or on a recurring basis.

BID PROCESS
Often international or regional tourism events required the preparation of a bid document. An event company will need to pitch in to win event business such as product launches, cocktail receptions and concert, and will similarly invest in and prepare event proposal.

BID PROCESS
Clients of corporate events look criteria such as costs and budge; background and experience of the event company ; previous dealings with the event company and whether it has handled an event before for them; network of the event company on issue of ticket distribution and media, community, and government connections, whom they may wish to attend the event.

BID PROCESS
There may also be the issue of personalitieswhether the client and the event company are able to work amicably with each other. The event client may not have formal bid criteria but merely an event idea that the event company would have to work upon.

BID PROCESS
A BID DOCUMENT OR EVENT PITCH SHOULD BE A PERSUASIVE AND CONFIENCE-INSPIRING. THE INFORMATION SHOULD CONTAIN DIRECT AND INDIRECT CUES OF WHY BIDDER IS THE COMPNY OR DESTINATION CHOICE. It should naturally answer the event objective and criteria.

The general bid document could contain the following information:

Endorsement letter and testimonials City and destination profile Other events Economy Venue Accommodation Dining venue Programme suggestions Budget

PLANNING COSIDERATIONS: An Integrated Planning

Factors to consider when planning for an event Physical capacity Destination and Venue OnSite Arrangement Destination Marketing Strategy Human Resource Management Social Exchange Stakeholder Involvement Impact Assessment

Infrastructure

Integrated Planning Strategy

Financial Management

Transportation and links

Factors to Consider in Budget Design

Fixed Costs Operational Costs Variable Costs Revenues Breakeven point Control Policies Price fluctuations

The Organizational Structure for Event Marketing Department

The HR Process

Volunteers

Event Logistics
With an event in place, the role of logistic team is to ensure that the programme stays on track. There should essentially be no direct event intervention, but maintenance of the scheduled flow of the event. The logistic team coordinates with several other groups throughout the planning to the actual staging of the event. These groups include those concerned with production, security, hospitality, communication, transportation and onsite arrangements.

SITE MANAGEMENT FLOW SECURITY COMMUNICATION ENVIRONMENTAL MONITORING AND WASTE MANAGEMENT HOSPITALITY HOSTING PROTOCOL Guest Honour, Titles, Arrival and Greeting Sequence, Seating sequence, Flags and anthems

 THE MEDIA TRAFFIC QUEUES AND SIGNAGE TICKETING EMERGENCY, RISK AND CONTINGENCY PLANNING STAFF PROVISIONING SHUTDOWN

Logistic System
Review and Evaluate

Evaluate

Input and update

Programme Setting

Event Planning Tools

Depending on the event size and the number of details to be taken care of, it can be difficult to remember what to do and when to do it without keeping good record. Several tools are used in event management to plan and systematically set and track tasks that require action to efficiently stage the event.

They follow for the event schedule to be constantly monitored and for corrective action to be taken if needed to keep to the event timetable.

Event Planning Tools

GANTT CHARTS CRITICA PATH ANALYSIS (CPA) PROGRAMME EVALUATION AND REVIEW TECHNIQUE WORK BREAKDOWN STRUCTURE (WBS)

PROGRAMME EVALUATION AND REVIEW TECHNIQUE (PERT)

 Planning an event is a dynamic process and involves a systematic decision making process. There should be an initial feasibility study that examines the possibility of success together with a risk audit so that a contingency plan can be put in place

 Some events have a formal bid process to go through, and the necessary information must be gathered for the bid document.

 There are numerous factors to consider when planning, including destination and venue, physical capacity, impact assessment, infrastructure transportation and links, financial management, stakeholders involvement, social exchange and human resource management.

 With event plan in place, the logistic team must handle issue of site management, security, communication, waste management, hospitality hosting, protocol, the media, traffic, signage, contingency planning, staff provisioning and shutdown

 Event planning tools like Gantt charts and Critical Path Analysis networks are used to keep track of tasks and their completion dates, to ensure that the event timetable is being followed.

END CHAPTER 7