Practical Events Management Lecture 1: Theorising Events Jenny Flinn [email protected].
Practical Events Management Lecture Three: Forecasting and Planning for Events.
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Transcript of Practical Events Management Lecture Three: Forecasting and Planning for Events.
Lecture Overview
Forecasting for Events
Why Forecast?
Forecasting Techniques
Defining Planning
The Planning Process
Event Mission and Vision
Event Objectives
Understanding the External Environment
Understanding the Internal Environment
Event Roles Schematic
Forecasting for Events
forecasting can be defined as predictions, projections, or estimates for future events or conditions in the environment in which
the organisation operates”
(Kreitner, 1998:217)
Why Forecast?
Pictures the market Is there demand for the event?
Predicts what may happen How many people might attend the event?
Identifies possible problems What are the main issues surrounding the event?
May open up other avenues You may be able to identify potential follow up events
or new event ideas
Forecasting Techniques
Outcomes based
Time series analysis
Causal analysis
Qualitative research
Demand and demographics
Defining Planning
In it’s simplest form, the planning process consists of establishing where an
organisation is at present, where it is best advised to go in the future and the
strategies or tactics needed to achieve that position. In other words it is concerned
with end results and the means to achieve those results”
(Bowdin et al 2006:115)
The Event Planning Process
Development of event
concept or intent to bid
Feasibility study
Decision to proceed with
bid
Rejection/acceptance of
bid
Decision to proceed with new event
Establishment of
organisational structure
Strategic plan
Implementation of strategic
plan
Decision to cease
Event Vision and Mission
Vision – all about long term direction
EventScotland
Our 2020 vision for Scotland Scotland established as the perfect stage for
events.
Mission – how the vision will be delivered
EventScotland To develop a portfolio of events that delivers
impact and international profile for Scotland.
Event Objectives
Detail how you will achieve your mission
They should be SMART Specific Measurable Achievable Realistic Time Bound
They may be concerned with issues such as:
> Event Growth > Economic Benefit
> Event Quality > Tourism Development
> Event Sustainability > Social Benefit
> Sector Development > Educational Development
> Audience/Participant Satisfaction > Community Development
Understanding the External Environment
Environmental scanning should be conducted to gain an understanding of the environment in which your event will operate
PESTEL analysis Political Economic Socio-cultural Technological Environmental Legal
Other factors to take into consideration may include: Demographics Physical environment The competition
Understanding the Internal Environment
An internal scan should be conducted to identify strengths and weaknesses of the event and how these will affect your ability to deliver it.
It will also help you to identify opportunities that your event could capitalise on and threats that could undermine the event or elements of it.
Event Roles Schematic
Project Manager Chair the Project Management
Group Oversee all areas of the event Work with team members on
their specific area of responsibility
Finance Manager Manage the event budget Manage all income Manage all expenditure Present post-event accounts
Programme Manager Drive the programme for the
event Music, Acts, Talent, DJ’s,
Models etc Dressing of the venue
Marketing and PR Manager Create and manage event
marketing plan Secure sponsorship and
manage relationships with sponsors
Identify key stakeholders and manage approach
Media management (print, radio, TV, internet)
Production/Logistics Manager Create running order for event,
including programme and infrastructure
Order all required equipment Booking and management of
event venue Oversee the build and de-rig of
the event