FESTIVAL & SPECIAL EVENT MANAGEMENT CHAPTER 2 EVENT CONCEPT FESTIVAL & SPECIAL EVENT MANAGEMENT Assoc. Prof. Seri Wongmonta, Ph.D

1. DEVELOPING THE CONCEPT 1.1 Purpose of the event 1.2 Theme of the event Historical Geographical and cultural Sporting Film, music and entertainment Artistic Food objects 2/25

1.3 Venue for the event Ambience Location Access by public transport Potential to fulfil the purpose of the event Ambience Location Access by public transport Parking Seating capacity 3/25

- Built features (such as stages) - Cost of decoration, sound and lighting - Cost of labor - Logistics of setting up - Food and beverage facilities - safty 4/25

1.5 Financial considerations 1.6 Timing of the event 1.4 Event audience 1.5 Financial considerations 1.6 Timing of the event Season Day of the week Time of day Duration 5/25

1.7 Event team, contractors and other stakeholders Event principal/client Talent/performer/team and manager Cast and crew Local community Organising committee 6/25

- Local and government authorities - Emergency services - Customers - Colleagues - contractors 7/25

2. ANALYSING THE CONCEPT 2.1 Competition 2.2 regulations 2.3 marketing 2.4 Community impact 2.5 risk Cancellation by a key performer Non – arrival of equipment Technical failure Transportation crisis Accidents 2.6 Revenue and expenditure 8/25

3. DESIGNING THE EVENT 3.1 Theme 3.2 Layout 3.3 Décor 3.4 Suppliers 3.5 Technical requirements 3.6 Staging 3.7 Entertainment 3.8 Talent 3.9 Catering 9/25

4. LOGISTICS OF THE CONCEPT Access to the site Physical limitations Dimension of the site Refrigerated storage Physical space for food preparation Toilet facilities Cleaning Catering Safety Potential damage to the site Provision of basic services 10/25

THE GOVERNMENT PERSPECTIVE National government State government Local government The role of government in events 4.1 Venue owner / manager 4.2 Consent authority and regulatory 4.3 Service provider 4.4 funding body 4.5 Event organizer 4.6 Event / destination marketer 11/25

Creating celebration spaces and precincts Event strategies Creating celebration spaces and precincts Events and urban development 12/25

THE CORPORATE PERSPECTIVE Corporate use of events INTERNAL EXTERNAL Annual General Meeting (AGMs) Grand opening Corporate retreats Product launches Board meetings Sales promotion Management meetings Media conferences Staff training Publicity events Team building Photo opportunities Staff social events Exhibitions Incentive events Trade missions Award nights Trade shows Sales conferences Client hospitality Dealer network seminars Event sponsorship 13/25

Association conference Return on investment 1.1 Internal events 1.2 External events Association conference Return on investment 14/25

THE COMMUNITY PERSPECTIVE Community events The individual perspective Major events and the community 15/25

Strategies for community engagement 4.1 Participation facilitation 4.2 Inclusive programming 4.3 Incentives 4.4 Outreach 4.5 Community development and capacity building 4.6 Friends of the events / event alumni associations 4.7 Local business engagement 16/25

Participants and spectators STAKEHOLDER IN EVENTS The relationship of stakeholders Event Money/in kind Acknowledgement Editorial/advertising Promotion Payment/reward Labour/support Participation/support Entertainment /reward Management Objectives Context Impacts Media Host organization Participants and spectators Co – workers Host community Sponsors 17/25

STAKEHOLDER IN EVENTS 1.THE HOST ORGANISATION Government sector 18/25 EVENT GENERATORS TYPES OF EVENT Government sector Central government Civic celebrations and commemorations Event corporations Major events – focus on sporting and cultural Public space authorities Public entertainment, leisure and recreation, exhibitions Tourism Festivals, special interest and lifestyle events, destinational promotions. Convention bureaus Meeting , incentives, conventions, exhibitions Arts Arts Festivals, cultural events , touring programs, themed art exhibitions Ethnic affairs Ethnic and multicultural events Sport and recreation Sporting events ,hosting of stage , national and international championships. Economic development Focus on events with industry development and creation benefits. 18/25

STAKEHOLDER IN EVENTS 1.THE HOST ORGANISATION Government sector EVENT GENERATORS TYPES OF EVENT Government sector Education Training and educational events , academic conference Local government Community events , local festivals and fairs. Corporate sector Companies and corporations Promotions, product launches, image – building sponsorships, staff training and incentive events Industry associations Entrepreneurs Industry promotions, trade f airs, conferences ticketed sporting events, concerts and exhibitions Arts Arts Festivals, cultural events , touring programs, themed art exhibitions Media Media promotion 19/25

STAKEHOLDER IN EVENTS 1.THE HOST ORGANISATION 2. THE HOST COMMUNITY 3. SPONSOR 4. MEDIA 5. CO – WORKERS 6. PARTICIPANTS AND SPECTATORS EVENT GENERATORS TYPES OF EVENT Community sector Clubs and societies Special interest group events. Charities Fundraising and profile – building events. Sports organizations Local sporting events. 20/25

SOURCING EVENTS 1. Bidding for events 2. Franchising even 3. Developing existing events 4. Creating a new event 21/25

CREATING THE EVENT CONCEPT 1. Defining the purpose of the event 2. Identifying the event audience 3. Defining the timing of the event 4. Choosing the event venue 22/25

CREATING THE EVENT CONCEPT 5. Choosing the event concept The brainstorming process Define the parameters of the event. Form a group of event stakeholders and colleagues. Brief them on the event context and the parameters of the event. Brainstorm a wide range of event concepts and ideas. Identify the ideas that best serve the needs of the event. Evaluate and refine an event concept. 6. Summarising the event creation process 23/25

EVALUATING THE EVENT CONCEPT 1. The marketing screen 2. The operations screen 3. The financial screen 24/25

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