This document discusses the key stages in event management: developing the concept, analyzing the concept, designing the event, logistics, and keys to success. It provides details on developing the concept, including determining the purpose and theme of the event, selecting a venue that matches the audience and available resources, and considering financial factors. The document also discusses budgeting, with steps to estimate costs for site rental, catering, transportation, decor, entertainment, printing, gifts, and activities.

1. UNIT.2- CONCEPTS, DESIGN
AND FEASIBILITY
Developing the Concept
Analyzing the Concept
Designing the Event
Logistics of the concept
Keys to Success
SWOT Analysis

2. 3. Don‟t give front line managers
enough tools
Companies that do
motivation right provide
their managers with:
• Motivational Training (e.g.,
“How to Motivate 101”)
• Discretionary Reward
Programs
• Easy to Use Reports
• Motivational Support from
home office
• “On the Spot” Awards

3. Five Critical Stages in Event
Management Process
 Event management is the application of project
management to the creation and development of
festivals, events and conferences which involves
planning, creatively organizing and executing an
event. All successful events have five critical
stages in common to ensure their consistent
effectiveness; they are
research, design, planning, coordination &
evaluation

4. Research

5. Research is one of the utmost important
stages of any event, excellent event
research reduces risk. The better research
conducted prior to the event, the more
likely is the planned out come for the
organizers. Research helps to pinpoint the
needs, wants, desires & expectations of
the prospective Targeted group. The more
time devoted to research helps reduce
time &money at later stages. Research
helps in understanding the
5 W’s
why, what, when, where & who. These
questions help in producing consistently

6.  Why
'Why' means, why you want to organize the
event i.e. event objective. What do you want to
get from the event? For e.g.: do you want to
organize the event to enhance your company's
brand image, to increase company's sales, to
promote your client's products/services or to
promote a social cause etc. Defining event
objectives at the very start of event planning is
very important as it gives you the direction in
which you should proceed to accomplish your
objectives. Organizing an event without clear
objectives is a huge waste of both time and
resources.

7.  What
'What' means what you are going to do in the event i.e. what will be the:
Event Name What will be the name of the event? For example: „BKK".
Food and Beverage Menu It contains the list of food items and
beverages you will serve during the event to guests and target
audience
Guests Profile who will be your chief guest and other guests? Your
guest list must include organizers, sponsors, partners, clients and
specially media people. Use your imagination to create good titles to
woo your guests. Like 'Guest of honor', star guest etc. Never give
special treatment to one particular guest or guests' group.
Type of Entry Decide how will be the entry. Entry will be by ticket, pass
or invitation only.
Entry fees What will be the entry fees? If you are going to charge entry
fees, then be prepared to pay entertainment tax. Your entry fees should
be according to your target audience's status. If you overcharge you
won‟t get any audience.
Promotional Campaign How you are going to promote your event,
organizers, sponsors, partners and clients: - pre-event, at-event and
post-event.
Program Menu It is the list of various activities that will occur as a part
of the event.
Event Budget to determine your event budget finds out what will be

8.  When
When you are going to organize the event (i.e. date and
time)? Keep following things in mind while selecting date
and time for the event:
1) Select date and time according to target audience
convenience and availability. For e.g.: don't organize
events during work days, examination days or festival
times. The best time to organize events is during
weekends like Saturday or Sunday.
2) Make sure that your event's date and time, don't clash
with other event's date and time specially bigger event's
date and time. For e.g.: it is not a good idea to organize
your music concert on a day when there is Bon Jovi
concert.
3) Keep climatic conditions into mind while selecting date
and time for your event. It can be disastrous to organize
event outdoor on a day when the weather is stormy or
heavy rain is expected. Here you can take help of your
own experience if you are familiar with the climatic
conditions of the region where you intend to organize the
event or you can take the help of the meteorological

9.  Where
Where you are going to organize the event
(i.e. venue)?
 Who
Who will be your organizers, sponsors,
partners, clients and target audience? How
many target audience you are expecting to
visit the event and why? You must have
very good reason to this 'Why' as you will
have to convince your prospective
organizers and sponsors that why particular
number of people will attend the event.

10. Design

11.  Once the research is completed, it gives the
event manager a thorough understanding
about the event, which makes his job easier
in designing the events. Designing is one of
the most critical stages, since this is a stage
where event planners need to conceptualize
visually &understand the minute detailing
required for the event. Innovation is the key in
designing your events for the clients.
 The culture of the organization plays an
important part in designing of an event.
Making the perfect match through needs
assessment & thorough analysis help you
determine how to satiate these needs, you
are well prepared to confirm the final
feasibility of your event design.

12. Planning

13.  Once the event is designed then starts the planning &
scheduling of those events. It is one of the longest period
of time in the event management process. It is due to
the disorganization due to frequent change in the plan,
resulting to substitution, addition or even deletion & all
this can due to poor research & design. Ideally, the better
the research & design, the simpler & briefer the planning
period be. It is essential for an event to have smooth
planning process which is only possible if the research &
design is done carefully & the procedures are followed
systematically. The planning phase involves using the
 time/space/tempo laws to determine how best to use
your immediate resources. These 3 basic laws will
affect every decision you make; how well you make use
of them will govern the final outcome of an
event.(1) Approval of event Time
Space (2) Select venue to match time restrictions(3) The

14. Acquire
Bond
Challenge &
Comprehend
Defend
Co-ordination

15.  The execution phase is also known as
coordination. As the light turns green, the
tempo accelerates & you are now faced with
coordinating the minute-by-minute activities of
the event itself. The ability to make good
decisions is a key in this stage. An event
manager needs to make thousands of
decisions. Event managers should have a
positive attitude & see problems as challenges
in search of the right solution. Critical analysis
needs to be done to every challenge that
comes your way. A pre execution check lists
need to be prepared to make a smooth flow of
event. It is critical to have checklists for, on the

16. Evaluation

17.  The first phase research is connected to the
last phase evaluation. In this stage the event
managers will decide, What is it they wish to
evaluate & how will they accomplish it? 'Events
may be evaluated by each part of the event
management process or through a general
comprehensive review of all the phases. An
event can be evaluated in various forms like: -
written survey, use of monitors, telephone or
mail survey, pre & post ±event survey.
Evaluations allow the event manager to
determine the respondents
knowledge, opinions &other important
information both before & after their attendance
of an event. Regardless of the form of
evaluation one use, it is critical that one shall

18. 11/03/09
5 C‟s Of Events
CONCEPTUALIZATION-(Initial to final)
COSTING
CANVASSING
CUSTOMISATION
CARRY-OUTTO THE EVENT

19. 11/03/09
Dissection of 5 C‟s
Conceptualization
Creative Idea Ambience
Costing
ROI
Production
Cost
Canvassing
Sponsors/
Customers
Networking
Partners
Customization
Tweaking to
objectives
Brand
Personality
Carry out-
EVENT
Initial Final

20. DEVELOPING THE CONCEPT
 There are numerous elements that need to be
considered in developing an event concept,
They include
 the purpose of the event,
 the event theme,
 the venue,
 the audience,
 available resources,
 the timing of the event and the skills of the
team.
 The most important of these elements is the
purpose, although the purpose is strongly

21. Purpose of the Event
 The purpose of the event should drive all the
planning. For example, if you were running a
conference for financial planners, there could
be two quite different purposes:
1. To facilitate an exchange of information,
bringing participants up-to-date with the latest
changes in financial planning software
products.
2. To achieve a memorable out-of-body
experience for financial planners in order to
develop a positive association with a new
software product.
 The focus of the first of these purposes is
information, whereas that of the second is

22. Theme of the
Event

23.  The theme of the event should be linked to the
purpose. Moreover, it should be completely
compatible with guest needs and consistent in
all respects. Most events adopt a color
scheme that is repeated on all items produced
for the event, such as tickets, programs,
uniforms, decor, posters, and merchandise.
This technique helps attendee‟s to identify with
the theme.

24. There are an endless number of
potential themes, limited only by
your imagination and the size of the
customer’s pocket. Some examples
include the following:
 • historical
 • geographical
and cultural
 • sporting
 • film, music,
and
entertainment
 • artistic
 • food
 • objects (i.e.,
flowers,
animals, boats)

25.  When coming up with ideas for a
theme, it is most important to
consider the range of suitable
venues available, keeping in mind
the constraints of budget and
other considerations.

26. Venue for the Event

27.  The event manager needs to carefully
consider the planning implications of choosing
an unusual venue in preference to a standard
venue requiring decoration only to match the
theme. Lighting, sound, and catering also
provide challenges in unusual settings.
 There are over six hundred convention centers
located throughout the United States. In
addition, in most cities there is a host of
meeting rooms available for events. Many of
these venues provide enormous flexibility and
can be readily transformed to meet the
requirements of the theme

28. The range is extremely wide—from hotel
banquet rooms to theaters to sporting
venues. When considering the choice of
venue, the event organizer needs to look at
a number of factors, including the following:
 Potential to fulfill the
purpose of the event
 Ambience
 Location
 Access by public
transportation
 Parking
 Seating capacity
 Features (such as
stages)
 Cost of decoration,
sound, and lighting
 Cost of labor
 Logistics of setting
up
 Food and beverage
facilities

29.  There are many, many factors that
need to be taken into account in
selecting an event venue, but the
overall strategy should be to aim for
the best possible fit with the client‟s
and the audience‟s needs at the
lowest possible cost. If all stages,
props, carpets, seating, portable
kitchens and refrigerators, and so on
have to be procured, the cost will be
very hard to justify—even if the venue
seems perfect in other ways.

30. Targeted Audience

31.  When organizing an event, the needs of all
participants must be considered before
finalizing the concept.
 This means the number of people you are
expecting to attend your event. Make sure
that your venue can easily accommodate
your expected target audience. Your
venue should not be too small or too large
for your guests. If too small, then your
guests will feel discomfort. If it is too large
then you will unnecessarily end up paying
more for the venue. Get firm indications
whether guests plan to attend your event
by sending R.S.V.P clearly printed on the

32.  Get firm indications whether guests plan
to attend your event by sending R.S.V.P
clearly printed on the invitation
 Of course, every audience is different, and
the event manager needs to go with the
flow and to direct the event to meet
audience response. This method can
involve sudden changes in plan.

33. Financial Considerations

34.  However, it is an important consideration at
this early stage of event concept and design.
Initial financial estimates can get out of control
very easily, and the choice of event concept
can certainly contribute to this problem.
Otherwise good ideas should be knocked on
the head at an early stage if they do not
appear financially viable, because it is possible
to come up with concepts that are startling in
their simplicity and that are also cost effective.
This is where the creative and the rational
aspects of the event manager‟s abilities can
come into conflict. Very often the creative
aspect wins—sometimes at the expanse on

35. How To Build a Basic Event Budget
1. Track site rental costs. As you plan the
event itself and as you meet with your venue
sales manager, track all projected rental fees
for the event and function space,
housekeeping, baggage handling, and related
expenses.
2. Estimate catering costs. This includes all
food and beverage charges, including tips
and gratuities -- which can account for up to
30%.
3. Document transportation charges. This
includes shuttles, coaches, event transfers,
and any related expenses.
4. Add decor expenses. Most events include

36. 5. Document entertainment & equipment
fees. Common expenses in this category
include the A/V equipment, but it's also a
good spot to list honorariums to speakers
or if you are hiring entertainers.
6. Summarize printing charges. Several
small item charges actually combine to
make a larger expense line item. These
include invitations, name badges, program
booklets, event signage and banners.
7. Line item for gifts. One of my event rules
is to never allow a guest to leave empty
handed. So, whatever gift or gifts you
provide, track the cost for them separately;
you'd be amazed at how much these items
can cost.

37. 8. Identify activities expenses. If your event
includes
activities such as golfing, tennis, spa, rafting,
biking, or other activities, you will want to note
the cost of these fees separately. I suggest
summarizing the total cost in your spreadsheet
and attaching a breakdown.
9. Post other expenses. If an expense doesn't
fall into
any of the above categories, I tend to list them
as a miscellaneous expense item here.
10. Give yourself a contingency fund
category Depending on the size or complexity
of an event, you may want to give yourself as
much as up to 20% of the event budget here.
Despite the best planning, charges are going to

38. 11. Summarize projected expenses. As you
build your event program, you will have
a good projection of the total expenses.
This is the information that I will share with
my event client to make sure they are aware
of the event budget so that there aren't any
surprises later on.
12. Summarize actual expenses. This
happens after the event has concluded. I will
subtotal the invoices into the above 10
categories and document the actual budget.
If extremely favorable, I will identify savings
in actual budget vs. the projected budget,
demonstrating the value-add of my role.

39. BUDGET PLANNER
Event Site/Facility
Rental Fee
_______________________
Permit(s)/License
_________________
Labor
_________________
Subtotal $
________________
Rentals
Heat/Air_______________________
__
Furniture
________________________
Tables
__________________________
_
Registration Tables
________________
Chairs
__________________________
_
Pipe & Drape
_____________________
Carpeting/Flooring
________________
Props
__________________________
_
 Food Services
 Food
_______________________
 Beverages
___________________
 Bartender fees
_______________
 Catering fees
________________
 Equipment
__________________
 Tables/Chairs
________________
 Supplies-Linens, China,
_______
 Glasses, Utensils
______________
 Labor/Staff
__________________
 Misc. Charges
________________
 Subtotal $
___________________
 Entertainment
 Music
 Subtotal $
__________________
 Travel/Accommodatio
n
 VIP Travel
___________________
 Limousine/Car Rental ________
 Hotel
_______________________
 Staff Travel
__________________
 Limousine/Car Rental
_________
 Hotel
_______________________
 Subtotal $
___________________
 Security
 Facility
_____________________
 Private
______________________
 Subtotal $
___________________
 Insurance
 Gen. Liability Insurance

40. Timing of the Event

41.  The timing of an event is often linked to the
season or weather. For example, a food-and-
wine festival would be better programmed for
early autumn than for mid-summer when the
heat would be intolerable for both the
audience and the vendors. And mid-winter is
certainly not the time to hold a flower show.
Although this might seem obvious, it is
surprising how often events are programmed
to occur at very unsuitable times. The timing of
sporting events is, of course, limited by the
sporting season and their traditional
competitions. Broadcasting the event to
international audiences is another

42.  Evaluation of an event concept must
take into account the following four
time-related factors:
1. season
2. day of the week
3. time of day
4. Duration

43.  Generally, the weather does affect an event.
Depending on the type of event, too much snow
or not enough snow in the case of an outdoor
winter festival could determine the success of an
event. Rain or high temperatures can affect
summer festivals. Events that are scheduled too
close to holidays or to other community events
may have poor attendance. Certain times of the
year seem to have an oversupply of events. Wise
event planners take into consideration the time of
year, normal weather patterns, and already
scheduled events that may draw attendees away.
Event Team, Contractors, and Other Stakeholders
The skills of the event team and, just as
importantly, the contractors, such as lighting
technicians and catering staff, are an important
consideration in terms of concept development

44. Analyzing the Concept
 Concept now a days is a buzz and it has
became a requirement to be sustainable in
business, peoples now a days looks for a new
and creative concept, as event being a lifetime
moment customers wants to get something
extra, which may make or bring some good
experience. So a careful analyze has to done
before creating the concept
 Things to be bore in mind while developing a
concept are:-
 Competition, Regulation, Marketing,
Community Impact, Risk, Revenue and
Expenditure

45. Designing the EVENT
 Consistency and links to the purpose of the
event are all essential part of the creative
process in designing an event. The following
are the main creative elements that must be
considered.
 Theme
 Layout
 Décor
 Suppliers
 Technical requirement
 Entertainment
 catering

46. Logistics of the Concepts
 The following logistical elements must be taken
into account when considering an event concept:
• Access to the site
• Physical limitations
• Dimension of site
• Refrigerated storage
• Physical space for food preparation
• Restroom
• Cleaning
• Catering
• Safety
• Potential damage of the site
• Provision of basic service

47. Keys to Success
 The following keys to success were developed by
Ernst and Young, advisers to the Olympic Games,
the Emmy Awards, and the PGA Tours (adapted
from Cather wood and Kirk, 1992):
I. Is the event a good idea?
II. Do we have the skills required to plan and run
the event?
III. Is the host community supportive?
IV. Do we have the infrastructure in the community?
V. Can we get a venue at a price we can afford?
VI. Will the event attract an audience?
VII. Will it attract media support?
VIII. Is it financially viable?
IX. Are the success criteria reasonable?

48. SWOT Analysis
 It is a strategic planning tool which is used
to identify and analyze the strengths,
weaknesses, opportunities and threats
involved in your project. SWOT analysis is
very important during event concept.
Strengths:
These are the attributes of your
project/organization which are helpful in
achieving project's objectives. For e.g.:
experienced event team, high motivation
level, excellent PR, good market share etc.

49. Weaknesses:
These are those attributes of your
project/organization which are harmful in
achieving project's objectives. For e.g.: social
loafing, lack of funds, inexperienced event
team, low energy level, lack of media and
corporate contacts etc.
Opportunities:
These are those external factors which are
helpful in achieving the project's objectives. For
e.g.: little competition, favorable economic
conditions, support from the local authorities,
availability of the state of the art infrastructure

50. Threats:
These are those external factors which are
harmful in achieving the project's objectives. For
e.g.: high competition, little or no support from
local authorities, bad weather, poor infrastructure,
high lab our rate, unavailability of raw material etc.
It is very important that you conduct SWOT
analysis before developing an event plan to
develop a strategy which maximizes the potential
of strengths and opportunities of your project and
at the same time, minimizes the impact of the
weaknesses and threats.

51. Analysis Report
After conducting market, competitors,
product/service research and SWOT
analysis, create a report which contain
details of all the research work done by you.
Documentation of your research work is
important, later for event evaluation. Your
analysis report will also help you in getting
sponsorship for your event.