1. Alton Towers Resort Business of Leisure

2. PLANNING AN EVENT

3. Event management “The process by which an event is planned, prepared, produced and evaluated.”

4. Event-mania In pairs, list as many different types of events as you can – big and small. Think of examples, e.g. Music concert, birthday party etc.

5. Alton Towers Resort events Masquerade Ball Scarefest Halloween event Pink concert Fireworks display

6. Alton Towers Resort events CorporateConsumer

7. Event Manager You are an Alton Towers Resort Event Manager. Big Company has contacted you because it is interested in organising a corporate event. Study the information on Student Worksheets 9- 10. You need to propose an event that will meet Big Company’s needs.

8. Evaluating corporate event success How would you rate the event? Suggestions for improvement? What did you enjoy most / least? How would you rate the event leader? How would you rate the organisation of the event? How would you rate the food? How would you rate the accommodation? How much fun did you have on a scale of X to X? Do you think the time was planned / filled well? Would you recommend the event to another company?

9. Key considerations Considerations Venues / location / equipment StaffBudget / ROI Audiences / numbers Timing Environment / noise Legal / insurance / health & safety Emergency / evacuation / first aid Traffic / signage Marketing

10. Event four Ps Considerations Place: Where will the event take place, is it accessible, how and where can customers buy tickets etc? Price: What are our costs, how much is our revenue, what is the ticket price, ROI etc? Product: What will the event be, how can we make sure it is a quality experience, what will make it unique etc? Promotion: How will we promote the event, who are our target market, what is the best media to use etc?

11. Scarefest

12. Who is Scarefest targeted at? Consumer event Audiences: – ‘Up for it’ families with children – 16-24 year old ‘thrill seekers’

13. Scarefest Explain the four Ps for this event. Product - a combination of indoor and outdoor scare attractions for people looking for scary Halloween experiences. Promotion – target market is up for it families with children and thrill seeking young people. Range of media was used to target them, including PR, direct mail, press advertising and digital.

14. Scarefest Price – value for money price packages were offered specifically for adults, children and families. Place – event took place on the Park, helping to drive more visitors during Halloween. Tickets could be purchased online, at the Park and by phone. Explain the four Ps for this event.

15. Scarefest What are the benefits of this event to Alton Towers Resort? Drives more visitors to the park during Halloween. Drives extra revenue. Provides a unique and memorable experience for visitors, creating ‘talkability’. Provides a good opportunity to gain media attention and to advertise the park.

16. Scarefest How could Alton Towers Resort evaluate whether the event has been a success? Customer surveys Staff surveys Awareness amongst customers / marketing analysis Track and measure: – Objectives delivered? – Financial targets achieved? – Deadlines achieved?

17. Event evaluation Review meeting Objectives met Deadline achieved Marketing analysis Financial analysis Key learning