1. FESTIVAL & SPECIAL EVENT MANAGEMENT
CHAPTER 2
EVENT CONCEPT
FESTIVAL & SPECIAL EVENT MANAGEMENT
Assoc. Prof. Seri Wongmonta, Ph.D

2. 1. DEVELOPING THE CONCEPT
1.1 Purpose of the event
1.2 Theme of the event
Historical
Geographical and cultural
Sporting
Film, music and entertainment
Artistic
Food
objects
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3. 1.3 Venue for the event Ambience Location Access by public transport
Potential to fulfil the purpose of the event
Ambience
Location
Access by public transport
Parking
Seating capacity
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4. - Built features (such as stages) - Cost of decoration, sound and lighting - Cost of labor - Logistics of setting up - Food and beverage facilities - safty
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5. 1.5 Financial considerations 1.6 Timing of the event
1.4 Event audience
1.5 Financial considerations
1.6 Timing of the event
Season
Day of the week
Time of day
Duration
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6. 1.7 Event team, contractors and other stakeholders
Event principal/client
Talent/performer/team and manager
Cast and crew
Local community
Organising committee
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7. - Local and government authorities - Emergency services - Customers - Colleagues - contractors
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8. 2. ANALYSING THE CONCEPT 2.1 Competition 2.2 regulations 2.3 marketing
2.4 Community impact
2.5 risk
Cancellation by a key performer
Non – arrival of equipment
Technical failure
Transportation crisis
Accidents
2.6 Revenue and expenditure
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9. 3. DESIGNING THE EVENT
3.1 Theme 3.2 Layout 3.3 Décor 3.4 Suppliers 3.5 Technical requirements 3.6 Staging 3.7 Entertainment 3.8 Talent 3.9 Catering
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10. 4. LOGISTICS OF THE CONCEPT
Access to the site
Physical limitations
Dimension of the site
Refrigerated storage
Physical space for food preparation
Toilet facilities
Cleaning
Catering
Safety
Potential damage to the site
Provision of basic services
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11. THE GOVERNMENT PERSPECTIVE
National government
State government
Local government
The role of government in events
4.1 Venue owner / manager
4.2 Consent authority and regulatory
4.3 Service provider
4.4 funding body
4.5 Event organizer
4.6 Event / destination marketer
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12. Creating celebration spaces and precincts
Event strategies
Creating celebration spaces and precincts
Events and urban development
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13. THE CORPORATE PERSPECTIVE
Corporate use of events
INTERNAL
EXTERNAL
Annual General Meeting (AGMs)
Grand opening
Corporate retreats
Product launches
Board meetings
Sales promotion
Management meetings
Media conferences
Staff training
Publicity events
Team building
Photo opportunities
Staff social events
Exhibitions
Incentive events
Trade missions
Award nights
Trade shows
Sales conferences
Client hospitality
Dealer network seminars
Event sponsorship
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14. Association conference Return on investment
1.1 Internal events
1.2 External events
Association conference
Return on investment
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15. THE COMMUNITY PERSPECTIVE
Community events
The individual perspective
Major events and the community
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16. Strategies for community engagement
4.1 Participation facilitation
4.2 Inclusive programming
4.3 Incentives
4.4 Outreach
4.5 Community development and capacity building
4.6 Friends of the events / event alumni associations
4.7 Local business engagement
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17. Participants and spectators
STAKEHOLDER IN EVENTS
The relationship of stakeholders
Event
Money/in kind
Acknowledgement
Editorial/advertising
Promotion
Payment/reward
Labour/support
Participation/support
Entertainment
/reward
Management
Objectives
Context
Impacts
Media
Host organization
Participants and spectators
Co – workers
Host community
Sponsors
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18. STAKEHOLDER IN EVENTS 1.THE HOST ORGANISATION Government sector 18/25
EVENT GENERATORS
TYPES OF EVENT
Government sector
Central government
Civic celebrations and commemorations
Event corporations
Major events – focus on sporting and cultural
Public space authorities
Public entertainment, leisure and recreation, exhibitions
Tourism
Festivals, special interest and lifestyle events, destinational promotions.
Convention bureaus
Meeting , incentives, conventions, exhibitions
Arts
Arts Festivals, cultural events , touring programs, themed art exhibitions
Ethnic affairs
Ethnic and multicultural events
Sport and recreation
Sporting events ,hosting of stage , national and international championships.
Economic development
Focus on events with industry development and creation benefits.
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19. STAKEHOLDER IN EVENTS 1.THE HOST ORGANISATION Government sector
EVENT GENERATORS
TYPES OF EVENT
Government sector
Education
Training and educational events , academic conference
Local government
Community events , local festivals and fairs.
Corporate sector
Companies and corporations
Promotions, product launches, image – building sponsorships, staff training and incentive events
Industry associations Entrepreneurs
Industry promotions, trade f airs, conferences ticketed sporting events, concerts and exhibitions
Arts
Arts Festivals, cultural events , touring programs, themed art exhibitions
Media
Media promotion
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20. STAKEHOLDER IN EVENTS 1.THE HOST ORGANISATION 2. THE HOST COMMUNITY
3. SPONSOR
4. MEDIA
5. CO – WORKERS
6. PARTICIPANTS AND SPECTATORS
EVENT GENERATORS
TYPES OF EVENT
Community sector
Clubs and societies
Special interest group events.
Charities
Fundraising and profile – building events.
Sports organizations
Local sporting events.
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21. SOURCING EVENTS 1. Bidding for events 2. Franchising even
3. Developing existing events
4. Creating a new event
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22. CREATING THE EVENT CONCEPT
1. Defining the purpose of the event
2. Identifying the event audience
3. Defining the timing of the event
4. Choosing the event venue
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23. CREATING THE EVENT CONCEPT
5. Choosing the event concept
The brainstorming process
Define the parameters of the event.
Form a group of event stakeholders and colleagues.
Brief them on the event context and the parameters of the event.
Brainstorm a wide range of event concepts and ideas.
Identify the ideas that best serve the needs of the event.
Evaluate and refine an event concept.
6. Summarising the event creation process
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24. EVALUATING THE EVENT CONCEPT
1. The marketing screen
2. The operations screen
3. The financial screen
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25. THE END