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Event Role Players - Week 2

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Event Role Players
Buyer Supplier Partners
The Event Sponsors Audience
Phil Schaaf, creator, identifies three underlying principles: 3.Events Management requires sponsors 5.Event Performers requires compensation 7.Sponsors need events for exposure
Buyers •Corporate – divided into three segments: Shallow: low budget Mid-Level: e.g. product launch Deep: Upmarket events
Buyers Examples of Corporate Events: •Product Launches •Exhibitions •Training seminars •Team building •Board Meetings
Buyers • Association “SMERF” Market Social Military Educational Religious Fraternal Not profitable but generally very loyal.
Buyers • Government Similar to the Association Buyer - Local authorities / Education Bodies / Health Agencies
Suppliers Main suppliers are Destinations & Venues •Destinations: location is paramount Favourite destinations comprise of the four “A’s”s: Attractiveness – natural/man made offerings Amenities – accommodation/entertainment
Suppliers Access – local transport infrastructure Ancillary services – health, safety, etc.
Suppliers •Venues: Hotels make up a large portion of Event Venues. Other – Civic Centres / Academic / Purpose- built / Unusual NB: Vital that you do a SWOT (Strengths; Weaknesses; Opportunities; Threats) Analysis of the venue before finalising the shortlist
Partners •Media •City or Municipal •Promotional •Logistics •Research or academic
Errol Arendz is a South African designer who is known for dressing and styling numerous celebrities. He graduated from the Fashion Academy in Johannesburg in 1973, with top honours. He designed the cabin crew and ground staff uniforms for South African Airways. Arendz has been operating from the Errol Arendz flagship store at 66 Hout Street, Cape Town, since 1991.
Specs •3 CT based Fashion Designers •Launch of their Spring 2012 Collection •Mid July 2012 •120 – 150 guests
Specs Kirstenbosch
Summary •Relationship between key role players •Distinguish between the buyer and supplier •Different partners
References Cape Argus Pick ‘n Pay Cycle Tour www.cycletour.co.za Eddy Cassar PR www.eddycassar.co.za University of Cape Town www.uct.ac.za/research

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