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UNIT 1 (INTRODUCTION)

A. CONCEPT:
The concept of an event is the creative element that inspires many to embark
on careers in event management. Although it is absolutely essential to be
creatively inspired, it is likewise essential to understand that innovative ideas
must also be reasonably practical owing to the limitations of cost, venue and
safety. The Other limitations on the creativity is the taste of the client, the client
needs to be carefully guided in his or her choice of venue and theme, and both
the event organizer and the client must have a clear idea of the events purpose.

I. Developing the concept-

there are numerous elements that need to be considered in developing and
event concept. They include-
1) the purpose of the event,
2) the event theme,
3) the venue,
4) the audience,
5) available resources,
6) the timing of the event,
7) and the skills of the team.
The most important of these elements is the purpose, although the purpose is
strongly linked to the theme and the venue.

II. Analyzing the concept

1) Competition
2) Regulations
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3) Marketing
4) Community impact
5) Risk
6) Revenue and expenditure

III. Designing the event

1) Theme: The theme should ideally appeal to all senses- Tactile, smell, taste,
visual and auditory. If the aim of the event is to create a unique and memorable
experience for the audience, then appealing to all senses will contribute
positively to the outcome. Keep in mind the needs of the audience while
planning, for example what music will be played. As we all know taste in music
and desirable sound level very enormously from one audience to another.
2) Layout: This creative element is often given little consideration. Consider the
events that you have attended in which you have felt socially uncomfortable.
Your discomfort was generally the result of being in too much open space or of
being in a cramped space, having too much light or not enough light, or having
just a limited opportunity for people to mix. The worst scenario is you is being
seated at a long white table where you are too far away to talk to those
opposite and are stuck with people you have little in common with on your left
and right. And to add to insult, the venue is a Blaze with bright lights. Worse still
is the cocktail party in a huge ballroom where a small circle develops in the
center, not small enough though for everyone to talk. The audience needs to
Comfortably fill the venue to create a positive ambience.
3) Decor: Fabrics, decorative items, stage props, drapes and table settings can
all be rented moreover, it is generally worthwhile investing in these options
before deciding on the event theme since renting items can reduce cost
enormously. Floral arrangements need to be ordered from florist experienced in
larger events. In many ballrooms floral arrangements are elevated among the
table on tall stands for they can be seen across the floor, careful placements are
important.
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4) Suppliers: Good relationships with suppliers of all commodities will ensure

that only good quality products will be received, including the freshest flowers
and the best produce that the market can supply. During most large events
suppliers are pressed for best quality from all their customers at a time when
volumes are much larger than usual. This is a situation in which a good long
standing relationship with the supplier is invaluable.
5) Technical requirements: Only few people would have attended an event or a
meeting where there wasn't a single technical Glitch. Speakers put their notes
on their laptop, and the screen start changing at a phenomenal rate.
Screensaver come on when the speaker goes on too long, the presentation is
halted, and file names appear on the screen. Although none of these problems
are caused by technical support there are ways in which they can be avoided.
Technical glitches by the contracted company are unacceptable. Microphones
must have backup, the power supply must be assured and the stages and videos
screen must be visible in all the audience.
6) Entertainment: For some events entertainment is central, for others it is
peripheral. The most important thing is that the entertainment should suit the
purpose of the event not detract from it. The needs of the event and audience
must be carefully considered when making this decision. A clown creating
balloon art is something one would consider for a children party. However, the
same idea with different designs could also work extremely well at a product
launch while attendees are waiting in line for breakout sessions.
7) Catering: Nothing makes participants at an event more frustrated than delays
in service and poor quality food except perhaps lack of restroom facilities.
Whereas guests may have patience with other delays, they will become very
agitated if hours are spent in long lines especially if these are away from the
action. Food quality and selection are notoriously bad, as well as outrageously
expensive, at many events, and planning must take this factor into account.

B. SCOPE:
At the simplest level, an event is simply something which happens. An event can
thus range from a friend dropping round unexpectedly for coffee to a major
sporting event such as the Summer Olympics, a major cultural event such as the
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Edinburgh or Salzburg Festivals, or a major conference such as the annual Davos

Economic Summit or an annual political party conference.
A number of other terms are commonly used. These include:
1. Carnival: a term often used to suggest public participation in creating the
event. Examples include the Notting Hill Carnival and the Rio Carnival. A
carnival is a celebratory event centred on public participation.
2. Conference: a term which generally implies that the primary function of the
event is the exchange of ideas, so commonly found in the academic and
political worlds.
3. Convention: very similar to conference, but with more emphasis on
informal, rather than formal, interaction. Often used for gatherings of fans,
as, for example, in Star Trek Convention, or of those of a particular sect or
faith.
4. Exhibition: an event which signifies a display of artefacts around a common
theme, and hence related to the notion of a collection of artefacts. A term
frequently used by museums and art galleries; the exhibition is thus a special
event set in an appropriate and permanent venue of relevance to the nature
of the contents being exhibited. The event celebrates the achievements of
the artist or culture which is the focus of the event.
5. Expo: a rather vague term that suggests that the event has a global content.
Typically, the event is built around pavilions representing the participating
nations.
6. Fair: often of mediaeval origins, the central theme is the trading of goods,
now frequently with overtones of leisure activities. A trade fair carries
forward the central feature of trading, within the restriction of a particular
industry or sub- sector, but with very little emphasis on leisure side- shows.
7. Festival: a term frequently used for an arts or cultural event; often applied to
an umbrella event incorporating a series of related mini events.
8. Fête (English): a small- scale event, typically at village level and usually held
in the spring or summer, which normally has as its raison d’être fund- raising
for a nominated charity.
9. Messe (German): again often of mediaeval origin, a Messe is essentially a
trade fair. In its modern form, it has a permanent fully serviced venue.
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10. Show: A very difficult term to pin down! Events which use this term
include the following: the Chelsea Flower Show, which provides an interface
between amateur gardeners and the horticultural industry, and a series of
prestigious competitions for amateur and professional gardeners; Crufts,
where dog owners compete for prestigious best-of-breed and best-in-show
awards; and the Geneva Motor Show, which goes beyond being a
conventional trade fair as it showcases new cars to the public as well as
journalists and other motor manufacturers. While the emphasis of a show is
ostensibly on displaying, often it is the associated competitions which give
the show its status among cognoscenti.
11. Virtual Event Management: In today's new environment, we have had to
learn how to manage not only in-person events but the virtual programs as
well. Virtual event management requires the same steps as managing the in-
person event, but with the added challenge of making sure that your content
is twice as captivating. While in-person events have the added bonus of
travel, networking, and free food, a virtual event largely relies on its content
to keep attendees engaged. When managing a virtual event, make sure that
your speakers are prepared to present their content virtually, and that your
content is interesting and succinct.
12. Hybrid Event Management: Just as the industry is getting comfortable
with virtual events, we're seeing a new event type emerging as a popular
option: hybrid events. Hybrid events are a combination of virtual and in-
person events. It offers all of the benefits of both but also comes with a
unique set of challenges. When hosting a hybrid event, you're managing two
audiences – virtual and in-person – and you must decide which content and
event programming will be available to each audience. If you're managing a
hybrid event, make sure you consider the event from every angle when
building your hybrid event strategy.

C. SKILLSET:

Excellent organizational skills

Multi-tasking skills
Verbal skills
Networking skills
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People skills
Management skills
Creative thinking
Problem-solving skills
Analytical ability
Ability to work under pressure and odd hours
Negotiation skills
Marketing skills
Active and energetic
Public Relations (PR) skills

D. JOB PROFILES AND ROLES:

1. Event Planner: This job profile involves planning and all the important details
related to the actual event. The events include wedding, birthday, conference
etc.
2. Event Manager: Event manager is responsible for managing the actual event.
His role is to conceptualise and execute the event.
3. Public Relations (PR): This job profile involves managing different group of
people including government officials, clients, stage performers and many
others.
4. Promotion and Marketing: This job profile involves promoting and marketing
the image of the organisation to the public.
5. Brand Development: This job profile is about managing client requirements
related to brand development
6. Designing: A designer is a person responsible for the creative aspects of the
event like designing layouts for the stage etc.
7. Administration: The role of this department is to manage the general
administrative works.
8. Production: The role of the production team is to look after the production
and editing of audio video related media.
9. Printing: This department is responsible for printing the marketing and
promotional items.
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E. CATEGORIES:
■ Micro, macro and mega events: Events can be further classified into micro,
macro and mega events according to the size of the organising committee’s
budget. Whereas other authors have suggested including a set of different
criteria such as live event visitors, participants and TV coverage, we consider
that the budget is the strongest and clearest criterion for differentiation in this
dimension. The event budget is a clear indicator of how much is invested in
organising an event, and we argue here is the most important indicator in
ranking events from a micro to a macro then to a mega scale. The only limit is
with the larger events where it has to be carefully split between the core event
budget, being essential for the staging of the event, and the wider event budget
(often called the non- organising committee budget). The wider event budget
may include investments by the host city/nation in traffic infrastructure
(airports, roads, railways, traffic management systems), public infrastructure
(water, power and sewage systems), city infrastructure, and the tourism and
leisure infrastructure (hotels, entertainment complexes).
■ Multi- vs. single- site events: As another dimension, events can be held in a
single site or be spread over various locations. Multi- site events result in a
higher complexity of event operations as, for example, at the Olympic Games
where events are held simultaneously in various sites, and the broadcast of the
individual events, as well as any risk management, has to be centrally managed,
most often from a main operations centre.
■ Local, regional, national and international events: As a further dimension,
events can be easily differentiated into regional, national or international events
by the origin of the majority of active participants. On an international
perspective, many continents have developed their own events, such as the Pan
American Games for the American continents, and the Africa Cup as a pan-
African football tournament. Special geographical categories are events built on
specific regions, such as the Mediterranean Games for all countries bordering
the Mediterranean Sea. Language, heritage and historical relations still form the
basis of events such as the Commonwealth Games and the Jeux Francophones
events, with a wider international significance. Europe hosts many of the sports
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championships with the European Games (Baku in Azerbaijan 2015) being the

first attempt for a multi- sports event such as seen in the Asian Games.
■ Creative vs. standardised events: The emphasis here is on whether the event
follows a standardised pattern and is driven by a strict set of rules under the
governance of an international or national institution, or whether an event is
created independently. Examples sport Olympic summer games, fifa football
World Cup, uefa European soccer Championships, Olympic Winter games,
Commonwealth games, Asian games, pan American games, Larger World
Championships smaller world championships, national or continental events any
small sports event examples culture Eurovision song Contest, European Capital
of Culture, Salzburg festival any larger cultural event and festival any smaller
cultural event and festival examples business World expo Detroit auto show,
mobile World Congress Barcelona any smaller conference or congress examples
society Munich Oktoberfest, Rio Carnival Balls, weddings. Nearly all sports
events are standardised events as there is a strict need for competition rules as
well as for the sports venue.. Within the cultural mega events, events may be
standardised in format (e.g. the Eurovision Song Contest) or created with a very
light set of rules (the European Capital of Culture). Business events may be
developed with a highly standardised framework (e.g. trade fair participation) or
very creatively from the perspectives of both the location and the whole event
design. Society events, from weddings to religious events, tend to be
standardised events with a certain flexibility for creative elements.
■ Live vs. virtual events: As an event, by nature, is a live event, many event
visitors are following the event either live at the site, live in an adjacent fan park
or live via broadcast social media channels (or at any later stage). Live streaming
of events is now common practice, ranging from free to paid formats, thus
extending the target audience and enlarging the market for key stakeholders
such as sponsors. Due to the uncertainty of outcome in sports, people tend to
favour the live consumption of events, whereas concerts are most often
watched at a later stage on formats such as YouTube. On- demand content is
made available by either television stations or international event owners, and
ranges from being free to any kind of subscription rate.
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■ Formal/Official Events:
Formal or official events are organized for specific purposes and follow a
structured and professional format. They are often planned in advance and have
a clear agenda. Here are the key characteristics and examples of formal events:
1. Purpose and Audience:
 Formal events serve a specific purpose, such as business meetings,
conferences, seminars, or official ceremonies.
 The audience typically consists of professionals, experts, dignitaries, or
stakeholders related to the event's topic.
2. Dress Code:
 Formal events usually require participants to adhere to a specific dress code,
such as business attire or formal wear.
3. Etiquette:
 Attendees are expected to follow formal etiquette, including addressing
others with titles and using proper language and behavior.
4. Venue and Setup:
 Formal events are often held in professional venues like conference centres,
hotels, or official offices.
 Seating arrangements are organized to facilitate networking, discussions,
and presentations.
5. Examples:
 Business conferences with keynote speakers and panel discussions.
 Award ceremonies recognizing achievements in various fields.
 Board meetings discussing corporate strategies and decisions.
 Government inaugurations and diplomatic receptions.
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■ Informal/Personal Events:
Informal or personal events are more relaxed, casual, and centred around social
interactions. They are often spontaneous or planned for leisure and enjoyment.
Here are the key characteristics and examples of informal events:
1. Purpose and Audience:
 Informal events are organized for leisure, socializing, and building personal
relationships.
 The audience includes friends, family members, acquaintances, and people
with shared interests.
2. Dress Code:
 Informal events have a flexible dress code, allowing participants to dress
casually and comfortably.
3. Etiquette:
 Attendees follow relaxed social norms and interact in a more casual manner.
4. Venue and Setup:
 Informal events can be hosted in homes, parks, cafes, or any casual setting.
 Seating arrangements are often flexible, promoting mingling and
conversations.
5. Examples:
 Birthday parties and family gatherings.
 BBQ or picnic outings with friends.
 Movie nights at home or in an informal setting.
 Casual meetups or coffee dates with acquaintances.
In summary, the distinction between formal/official events and
informal/personal events lies in their purpose, audience, dress code, etiquette,
and setup. Formal events are structured and professional, targeting specific
goals and professional interactions, while informal events are more relaxed and
centred around social connections and leisure activities.
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F. ROLES AND RESPONSIBILITIES OF AN EVENT MANAGER:

1. Event Planning:
Explanation: Event managers are responsible for developing a comprehensive
plan for the event, outlining objectives, scope, timelines, and resources
required.
2. Vendor Management:
Explanation: Event managers liaise with and manage various vendors,
suppliers, and service providers to ensure the necessary resources are
secured and aligned with the event's requirements.
3. Logistics Coordination:
Explanation: Managing logistics involves arranging transportation,
accommodations, equipment, and materials required for the event to run
smoothly.
4. Promotion and Marketing:
Explanation: Event managers devise strategies for promoting the event to the
target audience. This includes creating marketing materials, selecting
appropriate advertising channels, and ensuring maximum attendance.
5. Budget Oversight:
Explanation: Event managers create and manage the event budget, tracking
expenses and ensuring all financial aspects are within the allocated budget.
6. On-Site Management:
Explanation: On the day of the event, event managers oversee all on-site
activities, ensuring proper setup, coordinating with staff, and handling any
last-minute changes or challenges.
7. Participant Engagement:
Explanation: Event managers are responsible for ensuring participants have a
positive experience. This involves planning engaging activities, managing
registrations, and providing necessary information.
8. Risk Management:
Explanation: Identifying potential risks or challenges that could arise during
the event and developing contingency plans to address them effectively.
9. Team Coordination:
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Explanation: Event managers lead and coordinate event teams, including

staff, volunteers, and external partners, ensuring everyone is aligned with the
event's goals.
10. Client Communication:
Explanation: Event managers maintain regular communication with clients or
stakeholders, updating them on the event's progress, addressing concerns,
and seeking approvals.
11. Timeline Management:
Explanation: Ensuring that all tasks leading up to the event are completed on
time and in the right sequence to prevent any delays or disruptions.
12. Décor and Set Design:
Explanation: Collaborating with designers to create the event's visual
elements, including decorations, stage setup, and overall ambiance.
13. Technical Coordination:
Explanation: Managing technical aspects such as audiovisual equipment,
lighting, and sound systems to ensure they function smoothly during the
event.
14. Feedback Collection:
Explanation: After the event, gathering feedback from participants, clients,
and team members to assess the event's success and identify areas for
improvement.
15. Post-Event Evaluation:
Explanation: Analyzing the event's outcomes against its objectives, assessing
its impact, and preparing a post-event report for stakeholders.
16. Legal and Compliance:
Explanation: Ensuring that the event adheres to legal requirements, such as
permits, licenses, and safety regulations.
17. Crisis Management:
Explanation: Being prepared to handle unexpected crises or emergencies
during the event, ensuring the safety and well-being of all participants.
18. Networking and Relationship Building:
Explanation: Establishing and nurturing relationships with industry contacts,
clients, vendors, and potential partners for future collaborations. The role of
an event manager is diverse and demanding, requiring a combination of
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organizational skills, creativity, communication, and problem-solving abilities

to deliver successful and memorable events.

G. MEANING AND FUNCTIONS OF MANAGEMENT:

Management refers to the process of planning, organizing, coordinating,
directing, and controlling resources (such as people, finances, materials, and
time) in order to achieve specific goals and objectives efficiently and effectively.
It involves making decisions, allocating resources, and overseeing activities to
ensure that an organization or project operates smoothly and achieves its
desired outcomes. Management is a fundamental aspect of various contexts,
including businesses, organizations, projects, and even personal endeavors.
Key elements of management include:
Planning: Setting goals, defining strategies, and outlining the steps needed to
achieve those goals. Planning involves determining what needs to be done,
when, and how.
Organizing: Structuring resources and tasks in a way that promotes efficiency
and coordination. This involves arranging people, processes, and resources to
achieve the desired outcomes.
Coordinating: Ensuring that various activities and individuals work together in a
harmonized manner. Coordination prevents conflicts and redundancies in
efforts.
Directing: Providing guidance, leadership, and communication to individuals and
teams to ensure they understand their roles, tasks, and objectives.
Controlling: Monitoring progress, comparing actual outcomes with planned
goals, and taking corrective actions if necessary to ensure that the desired
results are achieved.
Management is a skill that spans across different levels within an organization,
from top-level executives who set strategic direction to front-line supervisors
who oversee daily operations. Effective management involves balancing various
factors and making informed decisions to achieve optimal results within the
available resources.
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