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Why Study Event Management?

Increases your confidence: An event management course will help you develop your
interpersonal skills so that you feel more confident dealing with people in the
workplace. We also help you develop your listening skills and raise your awareness of
the importance of body language.

1) Flooding job opportunities

2) Personality Development
3) Technology Upgradation
4) Effective Listening
5) Optimize your creativity
6) Customer Service
7) Work life balance
8) If you want be self employed…
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IN THIS CHAPTER YOU WILL LEARN HOW TO:

 Recognize the economic, social, cultural, and political value of an event.

 Identify the dimensions and elements of an event.

 Understand the interdependence of event elements to forecast potential gaps and

discrepancies in an event plan.

 Develop a strategy for creating and coordinating a comprehensive event experience.

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What is EVENTS MANAGEMENT?
An event is an experience, carefully crafted to deliver an impact on the person in attendance. The
activities, environment, and layers of multisensory effects are integrated into an event design that is
staged and choreographed with precision and polish. The best event experience is one in which the
mechanics are imperceptible to the attendee and the intended impact is delivered effectively and
invisibly.

Event management is the application of project management to the creation and development of
small and/or large-scale personal or corporate events such as festivals, conferences, ceremonies,
weddings, formal parties, concerts, or conventions.

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 The
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Events
• The gathering of people together at a specified time
and place for the purpose of ;
1) Celebration
2) Commemoration
3) Education
4) Reunion
5) Marketing
People attend events for the;
6) Entertainment
1) Opportunity for an entertainment, cultural or enrichment
experience

2) Or to attain/satisfy social, business, personal, or political

goals and or obligations

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EVENTS

Business & Cause-related and Exhibitions and Fairs Entertainment Festivals

Corporate Events Fund raising

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EVENTS

Government & Civic Marketing Events Meetings and Social and Life Cycle Sports Events
Events Conventions

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The Role
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title Event Coordination

1)Determine the Expectations

2)Develop the Concept
3)Design the Experience
4)Deliver the Dream

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 The professional event coordinator must have a clear
Determine
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Master title style understanding of the purpose of the event, as well as
the goals and objectives of the event.

The goal or objective may be to express appreciation

 Create the profile - who, what, where and when for a job well done or to celebrate a cultural heritage. It
may be to increase sales or increase awareness. It
 Define the WHY – the purpose of the event does not matter whether the event experience is paid
for with cash or with the investment of time and effort;
the experience must have value.
 Goals, Objectives and Expected Outcomes
Develop your evaluation strategy from the very
 Direct Relationship to Evaluation beginning by specifying the measurements that will
indicate success. Draw this information out of the
client. Such measurements may be attendance
figures, revenues, perceptions, or publicity. Even a
family reunion, surprise birthday party, or wedding will
have measurable objectives: having special people in
attendance, guest enjoyment levels, or having an
event more lavish than that of a colleague, neighbor,
or rival.
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Develop
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The professional event coordinator must put
together an overall picture of the final event, the
 Type of Function concept, to be able to incorporate all the
necessary elements and components, as well as
 Theme and Message to merge the logistical and operational
parameters and practices into the event plan.
 Event Elements & Details
Others begin with the event elements, building a
 Agenda and Activities pyramid with all the details until the complete
picture or vision of the event emerges. Still
others use both an inductive and deductive
approach. It is critical to realize that the entire
event must be envisioned and implemented in
your head, and on paper, before the first step is
taken.

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Deliver
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Choreograph the experience by anticipating
 Package and Manage a Progressive Experience attendee needs, wants, and expectations, then
arranging the elements and adding layers of
 Provide Take Away Value detail that will provide a memorable experience.
Think of everything so they don’t have to. The
 Manage the Magic Threshold to Threshold best compliment a professional event coordinator
can receive is that no one asked for directions or
questioned what was happening. The best tribute
a professional event coordinator can receive
occurs when the host or client can take a bow for
a fantastic and hugely successful event.

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6 CRITICAL DIMENSIONS OF EVENT
EXPERIENCE:
ANTICIPATION
ARRIVAL
ATMOSPHERE
APETITE

ACTIVITY

AMENITIES

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ANTICIPATION
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 It is human nature to want something to look forward to. The first dimension of the event
experience is the anticipation created with the announcement of the event.
 The invitations, notices, brochures, publicity, advertising, and/or promotions that will create
this anticipation must be planned from the very inception of the event and incorporated into
the budget and the timeline.
 These materials must be designed to prepare the individual for the event experience. They
must be timed appropriately to reach the recipient in enough time to inform, yet should not
be so early that the anticipation wanes. Sometimes numerous impressions will be required
to build and sustain anticipation.

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Click to edit Master title styleMARKETING THE
 You are always selling something—a product, a service, an idea
—trying to create interest and desire so another person will
EXPERIENCE 1

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want it, accept it, or invest in it, and in this case it is an event
and an event experience you are selling.

 In designing an invitation to a charity gala or a brochure for a

conference, you must create interest in the event, enticing the
guest or attendee to invest time, and probably money, to attend
the event.

 To provide effective pre-event communications, you must

understand what will motivate the guests or attendees—why
they would or should want to attend—and incorporate those
inducements into a compelling format.

 You must understand their purchase decision processes.

Remember that the decision to purchase relates not only to
exchanging money for a product. It refers to exchanging
resources, such as time and emotional investment, for the event
experience—“buying into” the purpose of the event.
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 Determine where, when, why, and how these purchase
decisions are made so you can develop the appropriate strategy A
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to create interest and anticipation for the event.
 Does the first conference brochure need to reach attendees COMMUNICATIO
prior to their annual budget process so that costs can be
incorporated into that budget?
NS ISSUE
 Does the first poster or flyer for the community arts festival need
to be prepared a month prior to the event, or a year before the
event, so these materials can be distributed through the local
tourism agencies to potential visitors and commercial tour
operators?
 Provide the information required to facilitate successful
participation in the event experience. Communicate the basics
 Convey and reinforce the purpose of the event, the
—who, what, when, where, why, how, and how much. Prepare
reason the event is being held and the reasons the
the attendees or guests for the experience, furnishing the
guests will benefit from attending. Find ways to intensify
directions, instructions, and recommendations that will enhance
the anticipation factor, building the excitement and
their experience.
commitment to attend, participate, and enjoy the event
experience.

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ARRIVA
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 From the moment the decision is made to attend an event, the journey begins. Plans are
formed, tickets are purchased, reservations are made, schedules are established, and
hundreds of other personal and professional details are put in motion in order for the
attendee to arrive at the right time and place for the event.

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 Analyze the potential arrival schedules and evaluate
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TRAVEL &
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the arrival facilities to determine what attendees will
likely encounter.

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 Will they need rental cars?TRANSPORTATIO
 Will they need directional maps sent to them prior to
their departure? N
 Do you need to prepare a fact sheet on passports,
visas, and customs regulations?
 Provide the information they will need to have as
smooth a travel experience as possible, preparing
them for what to expect.
 Arrival patterns must also be taken into account.
 Are all the attendees expected to arrive at the same
time?
 What will be needed to make certain they will be
accommodated efficiently and effectively?
 Do you need more entrances to the event site?
 Can you arrange for more personnel at the check-in
desk at the hotel?
 Should you alert the taxi and rental car companies
so they will be appropriately staffed and their
inventory sufficient? 17
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 Travel, both to and at an event location, can set the tone for the
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attendee’s experience. The professional event coordinator must
understand that no matter how excited the guest or attendee is
or how intense the anticipation may be, travel is hard work.
GREETING
 You may mitigate many aspects of a frustrating travel
experience with a warm welcome.

 This can include anything from welcome signs and banners at

the airport and around town to receptive guides and ushers, or a
welcome basket in a guest’s hotel room.

 You want to communicate that the travelers are in the right place
and you are glad they are here. Theme entertainment or
decorations at the point of entry can pull the traveler back into a
positive experience.

 Friendly staff at the registration counters can redefine that first

impression.
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 The professional event coordinator must ensure that the
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attendees or guests can navigate their way to and through the
event site. Such help should start with the information provided
in the invitation or instructions, including maps and directions,
DIRECTIONAL
but it usually must be supplemented with on-site signs. SIGNS
 How will you find your way if you do not speak or read the
language?

 How will you find your way to the first aid station at an outdoor
festival or to your assigned table in a gigantic banquet hall?

 How will you find your way to the right meeting room in a huge
convention center? At every point along the route where a
decision can or must be made, determine how you can
communicate the information needed for the attendee or guest
to make the right directional choice.

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 Welcoming entrances will reestablish the expectations of event
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attendees. A brightly decorated entrance to the festival grounds
will bring attendees back into the excitement and anticipation
felt when the decision was made to attend.
ENTRANCES
 A well-designed registration area will communicate to
conference-goers that the event will be well run and worthwhile.
A themed entryway will help guests at a theme party to make
the transition from the real world outside into the fantasy world
to be experienced inside.
 It is important always to provide someone who can answer
questions about the event and the event site, either at the
entrance or at a well-positioned hospitality desk or information
station.
 Costumed characters, sight acts or variety performers, hosts
and hostesses, and other individuals can add that human
connection between the guest and the event experience.

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 Give the same consideration to the departure as you do to the
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arrival. The same requirements apply—signs, instructions and
directions, transportation and travel. The last impression of an
event experience will be just as powerful as, if not more than,
THE DEPARTURE
the first impression. It is often said that most guests remember
the entrance and the dessert.

 The event experience must be considered from start to finish,

and it is not finished until the attendees or guests are back
home safe and sound. Exercise the same care and creativity for
their departure as you do for their arrival.

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ATMOSPHE
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RE
 The atmosphere of an event relies on the physical environment, both inherent in and
imposed on the venue or event site. Each component of the physical site, from theme décor
and props to the location of the toilet facilities, will have an impact on the experience (see
Figure 1-5).

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 The environment of an event is developed to meet and serve
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the physical needs of the attendee while enhancing the style
and substance of the event experience.
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 Temperature will affect comfort levels and enjoyment. The actual
space allotment per person will affect the satisfaction level. ENVIRONMENT
 The physical layout of venue features and furnishings can
BASICS
contribute to the achievement of event goals and objectives.

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 The venue, the site of an event, has an inherent atmosphere.
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This may be an asset or a liability. Some venues are fully
functional and others require extensive site development. EMBRACE THE
 It is incumbent upon the professional event coordinator to PLACE OR
arrange for everything needed to create the desired ambiance
and meet the physical requirements. SURPRISE THEIR
 There are two approaches to the utilization of an event venue. EYES
You can “embrace the place,” highlighting its intrinsic features,
or you can “surprise their eyes,” completely transforming the
facility or site into a totally unexpected environment.

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FINDING THE 3

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 The event site selected should fit the character of the event as
well as the character of the host. Selecting the best destination
BEST FIT
and the best venue is a matter of understanding the goals and
objectives for the event, as well as the budgetary and regulatory
constraints.

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APPETITE Food and beverage constitute an integral part of a event experience—any event
experience. There is always some type of refreshment at an event, even if it is
simply a water station in a meeting room or at an outdoor athletic event (see Figure
1-6).
Food service must be incorporated into the event plan so that it meets the needs of
the guests and serves the purpose of the event. It should never be an afterthought.
Consider the comment of a disgruntled guest leaving a hospitality reception after
seeing the long lines at the buffet: “Even free food is only worth so much.”

 NUTRITION, NURTURING, AND

HUMAN NATURE
 MEALS TO MATCH THE
OCCASION
 SERVING WITH STYLE

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ACTIVITY
Without exception, there is always something to do at an event. There is always
some sort of action or activity (see Figure 1-7). It may be as simple as conversation
with fellow guests or as complex as a showy multimedia production incorporating
music, dancing, laser shows, ceremonies, and interactive demonstrations. It may be
passive, with the attendees or guests as spectators, or it may be active, with the
guests participating in the entertainment.

In order to accomplish the purpose of an event, the professional event

coordinator must determine whether the attendees or guests are participatory or
passive. Would it be advisable to force active types to sit and watch something?

Perhaps. Would it be appropriate to go against type and provide interactive

attractions for a usually passive audience? If done correctly, this can be an exciting
and effective approach.

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AMENITIES
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Once the event is over, all that is left are the memories. These memories can be
enhanced through the employment of layers of detail and numerous tokens of
acknowledgment and appreciation (see Figure 1-8).

These details do not necessarily need to be costly; they just need to be thoughtful.
These are the niceties and features of the event experience that add to the comfort
of the guest and provide a physical reminder of the experience after the event.

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 Prizes, gifts, mementos, and souvenirs are the physical items
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that the attendee or guest will keep to remember the event
experience. The more substantial and appropriate the item, the
longer the legacy will be.
MEMORIES
 Nearly all festivals sell commemorative clothing or posters, and
some sell or give out commemorative drinking cups to support
recycling objectives. Volunteers may be given jackets, caps, or
commemorative lapel pins to show appreciation for their
contribution to the success of an event.

 Participants in a marathon or walk-a-thon receive T-shirts

emblazoned with the event name and sponsor logos.
Anniversary dinner guests may find a framed menu at their
place settings, or the napkins may be imprinted with a photo of
the happy couple.

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 There are thousands of ways you can show you care about the
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guest or attendee’s experience. Full-size logo-imprinted tablets
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and pens on the tables at a meeting or educational session
show attention to detail.
 Speakers and special guests appreciate welcome baskets with care
some tasty treats and simple souvenirs in their guest rooms.
Souvenir sunglasses are great for a beach party.
 Colorful imprinted hand towels are a wonderful touch for a golf
tournament. Something as simple as bottled water with a
custom label will be noted and appreciated by participants in a
parade or on a photo safari.
 Custom labels on wine bottles will add a special touch to a
charity banquet; they can even be engraved with the event logo.
You may have noted that many of these amenities are excellent
candidates for sponsorship and opportunities for sponsor
recognition.
 As a professional event coordinator, you should always find
ways to integrate the event’s marketing objectives into the event
elements.

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 Many theme events include a photo station where guests can
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have their images inserted into an appropriate setting via a
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digital camera or have their portraits done, dressed in
appropriate slip-on costumes.
 Caricature artists are always popular. Commemorative Experience
newspapers or magazine covers can be printed with funny
headlines or posed pictures taken with a video camera.
 Many private life-cycle events such as birthday parties,
anniversaries, and casual wedding events provide a disposable
camera at every table for guests to take candid photos during
the festivities.
 These and other photographs may be scanned and put up on a
private, controlled access event Web site for all the guests to
see and download as desired. Conference photographers often
have their work processed quickly and offer the pictures for sale
at events. Trade show exhibitors sponsoring a convention
reception may have the photos taken at the party available for
pickup at their exhibit the following day, ensuring that the guests
will come by and see their displays.

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InClick
Summary…
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The professional event coordinator must conduct the necessary research to determine the
purpose, goals, and objectives of an event. He or she must examine all potential elements of
an event to determine which are necessary, appropriate, or advantageous, and which should be
incorporated into the event plan.

The professional event coordinator will work with the host or client to develop a strategy for
creating and coordinating a comprehensive event experience. Every event should be designed
to incorporate the six critical dimensions of an experience, including anticipation, arrival,
atmosphere, appetite, activity, and amenities.

All facets, components, and elements of an event are interdependent. The professional event
coordinator merges each component and its inherent logistics together with all the others and
facilitates a smooth and a seamless operation. Each dimension of the event experience is
crafted to support the whole and designed to meet the needs, wants, and expectations of the
consumers.

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