Events are a workplace for some and a leisure activity for
others that range from family days in the local park to musical event
festivals, firework displays, carnivals, Corporate social activities, sporting
activities etc. There are three phase, pre-event phase ( planning, selection of
staff, construction of staff, budgeting), set up phase ( operations, management
strategies for crowd, transport, welfare, first aid, contingency plan ), post
event phase (safe removal of equipment and structures, reviewal of event
conducted, outstanding accounts, media releases )
Planning is the most important part of running a successful
event. Commence planning well in advance of the proposed event opening date. In
planning an event it is important to understand why the event is being held,
who it is for and who it will benefit. Having a clear focus and defined
objectives will help direct the planning process. This depends on the size,
type, and duration of the proposed activity and logistics required for the
event.
Some of the issues to be addressed while organising the
event are Suitable venue availability, identify target audience, sponsorship
opportunities, availability of resources (man-power, equipment, sufficient
time, financial implications, professional assistance), Available funds,
details of other competing events which may take place simultaneously, and
marketing strategy required to inform local residents the intention to hold an
event. Generally, to organise an event, there is an organisation committee
assigned under an event manager who has overall control over the event and is
responsible for the major decisions and directions of the committee.
After pre-planning of the event, formulation of organisation
committee, next important step is to prepare an event checklist by assigning
certain roles and responsibilities to the members of organisation committee. In
order to allocate duties to the individuals, the committee must have a clear
idea of all the different aspects including venue, equipment, staffing, communication,
catering, garbage, toilets, money handling, medical, hospitality, transport,
prizes, trophies, ceremonies, security, potential sponsors, pre-event
promotion, documentation, invitations, event schedule, programs, sponsorship
strategy, potential sponsors, contingency plan, permits, contract suppliers,
lighting and power, entry/ exit details, event schedule/overview. It is useful
to compile an event plan or checklist which will ensure that all aspects of the
event are considered and adequately addressed in the planning stages.
The event manager and organisation committee work closely
with a financial manager to ensure that event follows all the financial
procedures covering all the sources of income, accountable cost, and hidden
costs. Budgeting is followed by securing sponsorship for the event. Members of
organising committee must have a clear understanding of potential sponsors, who
they are and what they can offer. Developing a profile of the event will prove
beneficial to target relevant sponsors. Sponsorship strategy must be properly
defined.
Regardless of the size of the event, it is important to
consider the level and mode of publicity and promotion required. Overlooking
the promotion of an event, or leaving it until the last minute can lead to a
poor turnout of participants and unsatisfied sponsors. Having a clear idea of
the focus of publicity aims to maximise the profile of the event. While
organising an event on the public facility or land owned by someone, other than
the organiser, it is important to get the approval, permits or licences
required.
Sufficient time and effort has to be put into planning and
preparation, so as to make the event run smoothly. Effective communication
between team members and event manager is essential. Post event, acknowledging
the valuable contribution of staff, volunteers, and sponsors publicly for their
involvement is important. Review the event to keep a track on various
activities, learn from mistakes which makes it easy to conduct events in
future. Keep a track of media releases for feedback attained from the target
audience.
Organising an event is a complex and responsibility-laden
process, the job requires a huge administration, attention to details and time
management. If pre-planned properly, it saves a lot of time and effort leading
to successful execution of the event.
