The Business of Leisure Planning an Event

What is Event Management? Definition: “The process by which an event is planned, prepared, produced and evaluated ”

Types of Event at Alton Towers Resort 1. Conferences and Corporate Events Conferences are usually at the Conference Centre in the Alton Towers Hotel We also offer seasonal events for the corporate market within our conference centre. An example of this would be our Christmas Ice & Diamonds Ball. – Corporate Events tend to be within the Theme Park and can include Team Building, Company Fun days or Sampling opportunities

Types of Event at Alton Towers Resort 2. Consumer Events These are themed events or special events for our general visitors and tend to be to add value or to drive incremental volume at a given time Examples of Consumer Events for past year’s are: Alton Towers Live Black Eyed Peas P!NK Concert Scarefest Fireworks

What is involved in event management? Event Management Aims & Objectives AudienceMarketingResourcesConstraintsTime ScalesLegal Contingency Planning Evaluation & Review

Planning an Event: Marketing The Four P’s Product Price Place Promotion

Planning an Event: Resources Masquerade Ball Venue – State Room Staff – C&B; Entertainments + external band & DJ Equipment AV Chairs Catering Rooms

Masquerade Ball Process Masquerade Ball Secure December Volume Corporate Christmas Party Bookers Website POS Direct Sales Venue Themeing Staff F&B Economy Budget Comms in May Deliver in Dec Booking T&C’s Leisure offer to support sales Evaluation & Review in Jan 2011

Planning an Event: Resources P!nk Concert Venue – Theme Park Front Lawns Staff – all contracted staff Equipment – Bought in production through Marshall Arts Ltd Arena Security Barriers –Temporary toilets –Temporary Lighting –Temporary Signage –Road Traffic Management –Sound Consultant

P!nk Concert Process P!NK Concert Deliver concert to reposition ATR 28k P!nk fans Via MArts & ATR Press/Web Radio Staging, production, staff, toilets, F&B etc Noise pollution Local residents Licensing On sale Dec 2009 Event 27 th June 2010 License Contract Sound monitoring T&C’s of the license Evaluation & Review 2 weeks post event

Planning an Event: Constraints Finance – what can we deliver within the budget? Size – of event and venues Numbers required to deliver ROI –Noise and local residents –Logistics –Timescales –Legal requirements

Planning an Event: Contingencies Contracts Cancellation terms Health and Safety Public Liability Insurance Evacuation Plans Signage –Traffic Management –Lost & Found people/property –Emergency Services

Review Meeting Objectives Met DeadlineachievedMarketing Analysis Financial Analysis Key Learning Planning an Event: Evaluation & Review

Event Management-The future Competition – monitor and evaluate potential Corporate trends – track and decipher Economic Climate – consideration for budgeting – 2012 Plans –2 New Propositions –Improve exposure through increased PR –More Concerts and Special Events

Conclusion We have explored the two key types of events at Alton Towers Resort – Corporate and Consumer Through the examples of our Masquerade Ball and P!NK we have discussed the key elements that enable us to plan, prepare, produce and evaluate these events We have looked at what is involved in the event process and how the 4P’s of marketing are utilised to secure successful event results We have considered the use of resources and discussed the constraints and contingencies that may occur within this type of venue Through the use of the evaluation and review cycle we can ensure that we continuously improve our event management at Alton Towers Resort. Finally we touched on our future plans and the potential future of the events industry in order to prepare ourselves for the road ahead.

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