1. Developing an Event Concept
Chapter Four
Developing an
Event Concept
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

2. Chapter learning objectives
4.1 Understand the nature of the event environment
4.2 Identify and take account of the various event stakeholders at the conceptualisation stage
4.3 Appreciate the importance of sponsors and the need to regard them as event partners
4.4 Appreciate the critical role played by the media and identify various strategies for engaging the media
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

3. Chapter learning objectives
4.5 Explain the key issues associated with development of an event mission, aims, objectives and scope
4.6 Understand the process of establishing an event concept, theme, format and event proposal
4.7 Understand the key factors that need to be taken into account when evaluating the feasibility of an event concept.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

4. Introduction Expectations for an event need to be realistic.
An event concept brings together creative and practical considerations about the event.
Event concepts may
focus on societal issues
create a unique theme
demonstrate new ways of doing things.
Societal issues may include highlighting cancer, men’s health, women’s achievement.
Unique themes may be utilised for corporate events – people who attend many of these often need to be inspired by something different.
Doing things differently can assist with attracting new markets or increasing existing markets.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

5. The nature of the event environment
Stakeholders are those with a vested interested in the event, and can affect the running and outcome.
Unhappy stakeholders = unsuccessful event
Stakeholders will be different depending on the type of event.
Each stakeholder will have different:
objectives
needs
Interests.
Event managers need to balance these carefully.
Stakeholder satisfaction will decide an event’s success. Even if other targets are met (i.e.: visitor numbers), having an unhappy sponsor or community group can lead to negative publicity or financial damages.
 Activity: Have students split into groups of 2-3. Allocate each group an event type – corporate conference, music festival, NRL State of Origin game, AGM, family wedding, etc. Have them come up with as many stakeholders as possible. What is each stakeholder’s interest in the event? Ensure students think of issues such as those companies/individuals with direct involvement, those who need to give approvals, those who will impact on the success of the event, those who might create issues for the event, etc.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

6. The nature of the event environment
Most events include the following stakeholders:
Host organisation
The organisation holding the event, eg: Council
Host community
Residents and community groups in a location
Need to have their support
Sponsors
Provide funds, resources and support
May be involved to increase their profile or gain financially
Their needs often vary from other stakeholders.
Host Community – introduction of large numbers of visitors into a host community can be detrimental to local residents due to congestion, noise, use of resources, environmental and cultural degradation, etc. It is essential to build community relationships for these events, and reinforce positives such as increased tourism, increased business for local businesses, etc.
 Question – Why is host community support so crucial for events? Is more support needed for outdoor events than for corporate events?
Activity – Have students choose a large outdoor event, and think of three positive and three negative impacts on the local community. Ask them to be specific!
Activity – Have students identify three sponsors for the event they considered before. What might the sponsors gain from supporting that event?
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

7. The nature of the event environment
Media
To assist with promotion of the event
Co-workers
Those who develop and stage the event
Can include casual workers and volunteers
Participants
Performers, such as musicians or keynote speakers.
 Question – Why are co-workers and participants considered stakeholders? What interest might they have in the event?
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

8. The nature of the event environment
Spectators
Those who attend the event
May include members of the community, employees of a company, rock music fans or passers-by
Paying customers or invitees.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

9. The nature of the event environment
Stakeholders can have conflicting objectives.
Prioritising stakeholder groups can assist.
 Activity – Consider an event such as the City to Surf or Blackmores’ Sydney Running Festival. Name some of the stakeholders, and what their primary objectives would be. Do any clash? How can you overcome this through creating win-win situations for both parties?
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

10. Engaging sponsors as event partners
Create a partnership, not just a contract.
Sponsors always look for something ‘extra’ – create opportunities for additional promotion of the sponsor.
Leverage the sponsorship deal by attracting a market that fits with the event’s ideals and those of the sponsor.
Remember – sponsors are attracted by what YOU can do for THEM.
 Activity – You are managing a Computer Game Expo. Think of some sponsors and what you can do to increase the value of their sponsorship.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

11. Engaging the media Media has changed events.
Audiences viewing on TV or online are significantly larger than live audiences for many major events.
Media involvement has the capacity to increase the profile of the event, and those involved with it.
Building a partnership with the media can create unexpected benefits.
Flexibility is essential.
Consider print and electronic media – depending on your event.
 Activity – How has the media affected the following events – football games, Olympic games, music concerts? Discuss issues such as exclusivity, ‘virtual’ audiences, free-to-air vs pay TV.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
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12. Establishing the event purpose and scope
The event concept provides a description of what the event is about and what it seeks to achieve.
Purpose
Mission statement
Clarifies purpose for all involved
May remain the same over years or be adapted as changes occur
Includes stakeholders, why the event is happening, how it will achieve its purpose and values that affect the running of the event.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

13. Establishing the event purpose and scope
Aims
Aims discuss why the event is happening and follow from the mission statement
Example: showcasing local artists.
Objectives
Objectives are the way outcomes are measured – how we know if the event has achieved its purpose
Need to be SMART
Example: visitor numbers increase by 20% from previous year.
SMART Objectives – Specific, Measureable, Achievable, Relevant, Time-specific
‘Scope Creep’ – expansion of resources that go into planning and staging of an event.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

14. Establishing the event concept, theme, format and event proposal
Scope
Parameters of the event e.g.: time, coverage and cost.
Concept
Establishes theme
Considers venue, layout, duration, resources, stakeholders.
Theme
Differentiates one event from another
All events need a creative component
Can relate to history, sport, culture, food, colour, senses
All aspects of the event must be consistent with the theme
Use costumes, lighting, food or decor to reinforce theme.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

15. Establishing the event concept, theme, format and event proposal
Venue / Physical Layout
May come down to originality vs budget
Venue may suggest the theme
Audience
Consider effect on audience and their comfort
Visual effects need to be seen!
Timing
Season, day of the week, time of day and duration
Adequate lead time is essential to good planning.
Venue/Physical Layout – Consider issues such as capacity in preferred seating style, accessibility via own and public transport, facilities for catering and services, limitations for staging, risk issues, etc.
Activity – come up with random themes, such as Medieval, Red, Italian, Garden Party. Create a concept, including an appropriate venue, target audience and timing
Timing – Bad timing may be the result of avoiding busy periods, demands of media and availability of participants.
 Activity – How much lead time is enough? Consider a corporate conference for 5,000 people per day, requiring accommodation, flights, catering, exhibition stands, speakers, social programs, etc. Discuss what would need to be adjusted if the event was moved from July 2013 to June 2012.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

16. Establishing the event concept, theme, format and event proposal
Expertise of the event team
Includes organisers and contractors
Establish critical skills through Work Breakdown Structure
Stakeholders
The needs of stakeholders will influence the event format.
Event Proposal
Developed by event companies to showcase ability
Include all aspects of how event will be run
Used to gain approval to run the event.
 Activity – Your company is answering a tender from the local council to run a community festival in Wollongong promoting healthy lifestyles. Discuss what you would include in the event proposal to ensure your company was awarded the contract to run the event. Justify your answers. How much detail would you include?
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

17. Evaluating the feasibility of an event concept
Is the event realistic?
Resources available
Expertise of event team
Ability to handle tasks
Host community support
Will there be an audience and media attention?
Market research to establish audience
Discover competition, price sensitivity, changes to make
Timely advertising to target market
Realistic – This point is primarily about whether there are resources to be gained to facilitate the event, if the team or contractors have the correct skills (including technical) to create the concept and operational requirements, whether the employees and volunteers can handle all of the tasks at all stages of the event planning and operation and whether or not the host community will support the event including involvement of local media, ability to gain legal permits and permissions and generation of positive publicity.
Audience and Media – There is a great need to get relevant media onside. Media is a double edged sword – it can provide competition to your event, or assist with the publicity of the event and bringing the event to a massive audience. Market research should be undertaken so the organisers know if a market exists for the event, what price people will pay to attend it and what competition you might face. Market research can also show ways to improve the event concept for a wider audience. Advertising in the correct manner for your target market is important. It is also important to time advertising so that people are aware of the event, and can plan to attend, but don’t forget it is on. It also needs to allow people time to purchase tickets or organise transport.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

18. Evaluating the feasibility of an event concept
Is it financially viable?
Means different things to different people
Contingencies should be included in budgets
What are the risks?
Risk management is essential
Operational risks
Marketing risks
Financial risks
Financial Viability – Viable might mean breaking even or achieving a profit or return. All costs should then be calculated, then income and support determined. Profit can then be calculated. Issues such as cash flow need to be addressed. Estimating financials for events comes with practice – annual events become more adept at successful financial planning as they go on.
Operational risk – contingency planning, illness or resignation of skilled staff, contractor failure, negative impacts on host communities, transport issues, OH&S risks, issues with security.
Marketing risks – no audience, can audience pay required price, strategies to address low ticket sales, competition.
Financial risks – types of insurance to consider, loss of sponsorship, avoiding cash flow issues. ‘Scenario planning’ – figures on more and less favourable scenarios rather than likely scenarios.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

19. Chapter summary
Event concepts are varied, depending on the event type.
Stakeholders need to be identified before a concept is proposed.
Sponsors and media are important in conveying a concept.
Purpose and scope show the reason for the event and how it will be achieved.
The concept must be integrated into every part of the event.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

20. Chapter summary The theme is what makes your event unique.
Physical layouts can affect the concept.
Concepts must suit the target audience.
Feasibility of an event concept can be measured by assessing:
realism
audience and media
financial viability
risks.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee