Event Management Booklet
Contents
Introduction 4
Festival and Event Management 5 The Growth Strategy 8 Consolidation or Stability Strategy 8 Retrenchment Strategy 9 Combination Strategy 9 Objectives 10
Post – Event Evaluation 13 Vision Statement 15 Mission Statement 16
Market & Situational Analysis: 18 Market Analysis 18 Situational Analysis 19 Festival/Event Program: 21
Festival and Event Finance 21 Budgets: 22 Financial Control: 25 Ticket Policy: 27 Festival/Event Grant Schemes: 28 Sponsorship: 30 Financial Accounts: 30
Festival and Event Production 31 Production Schedule 32 Milestone Dates 34 Volunteers 35
Risk Assessment 38 The Health and Safety statement 38 Emergency procedures 39 Insurance 40 Environmental policy 41 Opening function 42
What Is a Marketing Strategy? 43 The four p’s 43
Marketing and public relations: 48 Media plan: 48 Advertising: 48 Website: 49 Print Production: 50 Press Releases 52
Summary 53
References 55
Introduction
Events come in many different sizes, and cover a wide range of activities. It may be a small Community fete or a large music festival. Whatever size, they may be, they have common issues including planning, organisation, safety, insurance, disability access, contingency planning and publicity.
This document has been drawn up to provide event managers and committees with a framework that will help them successfully organise their particular event. In compiling this document, an attempt has been made to create a balance between too much and too little. It aims to pool experience and general information, which in one shape or form relates to the majority of events. An event organiser needs to be aware of any current and applicable statutes, regulation, by-laws, approved and associated codes of practice relating to the event or its individual elements and to take appropriate action. This guide is intended to act as a signpost to direct event
Introduction 4
Festival and Event Management 5 The Growth Strategy 8 Consolidation or Stability Strategy 8 Retrenchment Strategy 9 Combination Strategy 9 Objectives 10
Post – Event Evaluation 13 Vision Statement 15 Mission Statement 16
Market & Situational Analysis: 18 Market Analysis 18 Situational Analysis 19 Festival/Event Program: 21
Festival and Event Finance 21 Budgets: 22 Financial Control: 25 Ticket Policy: 27 Festival/Event Grant Schemes: 28 Sponsorship: 30 Financial Accounts: 30
Festival and Event Production 31 Production Schedule 32 Milestone Dates 34 Volunteers 35
Risk Assessment 38 The Health and Safety statement 38 Emergency procedures 39 Insurance 40 Environmental policy 41 Opening function 42
What Is a Marketing Strategy? 43 The four p’s 43
Marketing and public relations: 48 Media plan: 48 Advertising: 48 Website: 49 Print Production: 50 Press Releases 52
Summary 53
References 55
Introduction
Events come in many different sizes, and cover a wide range of activities. It may be a small Community fete or a large music festival. Whatever size, they may be, they have common issues including planning, organisation, safety, insurance, disability access, contingency planning and publicity.
This document has been drawn up to provide event managers and committees with a framework that will help them successfully organise their particular event. In compiling this document, an attempt has been made to create a balance between too much and too little. It aims to pool experience and general information, which in one shape or form relates to the majority of events. An event organiser needs to be aware of any current and applicable statutes, regulation, by-laws, approved and associated codes of practice relating to the event or its individual elements and to take appropriate action. This guide is intended to act as a signpost to direct event
References: Johnny Allen, William O’Toole, Robert Harris and Ian McDonnell, 2008, Festival & special event management. 4th ed. Australia Johnny Allen, William O’Toole, Robert Harris and Ian McDonnell, 2007 Festival & special event management