Practical Events Management

1. Practical Events Management Lecture 3 Forecasting and Planning for Events Jenny Flinn Jenny.Flinn@gcal.ac.uk

2. 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

3. 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)

4. 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

5. Forecasting Techniques • Outcomes based • Time series analysis • Causal analysis • Qualitative research • Demand and demographics

6. 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)

7. Development of the event concept or intent to bid Feasibility Study Decision to proceed with bid Decision to proceed with new event Decision to cease Rejection of bid Establishment of organisational structure Acceptance of bid Strategic Plan Implementation of strategic plan The Event Planning Process

8. Event Mission and Vision • Vision – all about long term direction • EventScotland • To become one of the world’s foremost events destinations by 2015. • Mission – how the vision will be delivered • EventScotland • To deliver a viable portfolio of events to attract visitors to Scotland, to enhance • Scotland’s international profile, to strengthen our sporting and cultural infrastructure • and to maximise the economic, social and environmental benefits of events to all • parts of the country.

9. 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

10. 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

11. Understanding the Internal Environment • An internal scan should be conducted to identify strengthsand weaknessesof 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.

12. 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 Event Roles Schematic

13. Event Planning Tools • Maps and models • Gantt charts • Schedules • Organisation charts • Checklists

14. Failing to Plan is Planning to Fail!!