◦ No two events are exactly alike and require unique planning. ◦ Planning for events can be expensive and should be detailed. ◦ Careful preparation is crucial for the event to be a success ◦ The actual event usually occurs during a short period of time. ◦ Financial and safety risks are the largest to consider when planning an event.

 Unpredicted expenses.  Lower than expected revenue.  A downturn in the economy.  A decrease in personal disposable income of attendees.  Cash flow problems associated with the event

 Accidents.  Riots.  Terrorist acts.  Sabotage.

◦ Event marketing provides a service, thus making it intangible. Intangible aspects of an event include:  Amusement.  Entertainment.  Information.

◦ The event experience varies with each attendee involved.  Event employees provide unique services for customers.  Customers perceive and react in their own way. ◦ The product and provider are inseparable. ◦ Unsold tickets for an event are perishable and cannot be sold later.

◦ Teamwork. The event manager must bring together and motivate diverse people to coordinate a successful event. ◦ Communication.  Clear communication of individual responsibilities must occur.  Well-informed staff provide a more positive experience for the spectator. ◦ Organization.  The event manager must develop a time-line for the event to run smoothly.  Tasks must be delegated to the appropriate staff. ◦ Problem-solving.  The event manager must be flexible and creative in professionally handling new challenges.  The event manager must be capable of solving unexpected dilemmas.

 Find a facility for the maximum number of attendees.  Determine if the facility wants or needs to book the event.  Example: The Charlotte Coliseum needs to host a Jennifer Lopez concert to make money.  Example: The Erwin-Belk Track facility wants to host a Multiple-Sclerosis fund-raiser to improve community relations.  Book or secure a facility for a specific event.

 The coordinator, promoter and facility representative define the terms of the contract.  A boilerplate (template) contract has a fill-in-the blank format, making it easy to complete.  Expenses and revenues for the event should be analyzed.  The split or predetermined percentages for dispensing revenue should be determined. Example: The facility receives 30% of revenues, and the promoter/entertainer receives 70%.

 Meet venue and equipment needs.  Secure a location for equipment.  Recruit, train and supervise personnel.  Design a work order complete with time restrictions for each task.  Discuss any concerns and anticipate problems. Schedule meetings as necessary.  Guarantee that the correct people have access to explicit locations and act appropriately in case of an accident or emergency.  Follow occupational safety and health legislation

 Ensure information flows between all event workers.  Be visible. Monitor and walk around the event site.  Schedule breaks for workers.  Coordinate media efforts.  Work with sponsors to ensure satisfaction.  Organize traffic flow and parking.  Allow law enforcement agencies to provide input.  Determine if parking spaces have been lost due to the weather or special promotions. Example: Lowes Motor Speedway lost numerous parking spaces due to heavy rain.  Post signs to direct spectators.  Alter signal lights to assist traffic flow, as necessary.  Notify local residents and businesses of traffic plans to improve community relations.  Establish emergency routes for police, fire and medical personnel.

 Trained ushers and an effective crowd control plan will minimize problems for reserved seating areas.  Spectators may line up in advance for general admission seating due to the first come, first served seating.  For festival seating arrangements, there are no actual seats and the spectators must stand shoulder to shoulder in open floor spaces.

 Alcohol sales present a potential liability if intoxicated patrons create a dangerous situation.  Training for Intervention Procedures by Servers of alcohol (TIPS). TIPS is an alcohol education program for servers, sellers and consumers of alcohol offered by Health Communications, Inc.

 Require Techniques for Effective Alcohol Management (TEAM).  TEAM is a 501(c)(3) non-profit coalition of companies including:  ARAMARK Corporation.  Health Communications, Inc.  Major League Baseball  The Anheuser-Busch Companies.  The Coors Brewing Company.  The Miller Brewing Company.  The National Basketball Association.  The National Football League.  The National Highway Traffic Safety Administration.  The National Hockey League.  The TEAM coalition mission is to “Provide effective alcohol service training in public assembly facilities and promote responsible alcohol consumption that enhances the entertainment experience while reducing alcohol-related instances both in facilities and on surrounding roadways.”

 Check IDs and wristbands of those of legal age.  Have a two-beer limit per purchase.  Use 12 oz. servings.  Eliminate sales after a set time.  Promote a Designated Driver program.

 Staff should be trained and competent.  A centralized communication network is essential.  An emergency plan should be established for:  Guests with disabilities or those needing assistance.  Disruptive, unruly, or intoxicated patrons.  Lost child protocol.  Natural disasters.  Reconcile expenses and revenues according to the arranged contract.

 Strengths are the positives of the event. Example: No traffic accidents occurred due to advanced planning.  Weaknesses are the negatives of the event. Example: Food & beverage carts ran out of ice.  Opportunities are chances for unexpected, favorable outcomes. Example: A columnist for the Hatteras Herald attends a play at Cape Hatteras High School and writes a favorable review.  Threats are external and may include:  Competition.  Poor publicity.  Natural disasters.  Economic downturns.  Poor crowd behavior.  Example: East Carolina University schedules a football game on a Friday night, which is normally reserved for high school athletics.

 Improve strengths of the organization.  Maximize opportunities while acknowledging potential weaknesses.  Minimize risks by planning and prevention. This can be accomplished through pre-event, event and post-event evaluations.

 Event managers get one opportunity to prove they are capable of running a special event, and they must do everything possible to maximize the enjoyment for the audience, their staff, and themselves.

 Research newspaper articles for recent sports and entertainment events in their area (either online or require them to bring a newspaper to class). Have the students write a summary of the event listing Strengths, Weaknesses, Opportunities, and Threats.