Event Planning

What is a program?
activity that takes place on a regular basis, weekly (soccer practice, dance lesson)
What is a festival?
day of feasting, celebration, entertainment, etc
What is a special event?
an affair, notable occurrence, one-time or infrequent, outside normal occurring programs/activities
What is the goal of special events (2)
The Person and the Community (catalyst, vision supporting the community, must be consensus)
Where to start?
Responsible Governing Body
Resources (financial, staffing, physical location)
Time (at least 1 year in advance)
Planning special event – THOROUGH (detailed organization, do NOT rush planning process)
9 Planning Steps
1) Design the event (name, location, theme). 2) Establish organization structure. 3) Develop the event (create operations manual, policy guide and working plan. 4)Establish a budget 5) Develop marketing and media plans 6) Set strategy for sponsorships 7) Develop a risk management plan. 8) Execute the event. 9) Wrap-up and evaluate the event.
Event Design steps (7)
1) Set goals. 2) Devine the event 3) Select a name 4) Determine the Audience 5) Define the audience 6)Set date & time 7) Select location
Organization Structure
Management group.. Steering committee.. Volunteer program.. Volunteer recruitment.. Volunteer organization/training/supervision.. Volunteer recognition and retention.. Volunteer evaluation
Event Development
Operations manual… Policy guide… Create the working plan… Checklist/to do list… Event timeline… Generate build-out schedule
Type of budget?
Operating budget/ program budget: (small daily expenses, salaries, wages, supplies)..
Capital Budget: (>1,000 lasts for more than1 year)
Cash Flow Budget: (Money in your budget that will be payed out – down payments, etc)
Fixed Cost vs Variable Cost
Fixed Cost: does not change (insurance, facility rental, etc).
Variable Costs: may fluctuate (food/bev costs, hourly wages, equipment rentals etc).
Cash Handling
“counting” function separate from “sales” function

written/policy procedure

**Rule of Three** 3 people in cash handling process. a)Regular cash “pick-up” every 15-30 min.
b)Secure area
c)Police/ security

What is the purpose of marketing?
To inform, motivate, and serve the market
The Marketing Umbrella (3)
Promotion, advertising, public relations
4 p’s
Product, price, place, and promotion.

must balance these 4 elements in order to be successful

Experience Marketing vs Convergence Marketing
Experience marketing: it’s the experience that sells the product.

Convergence marketing: transformational experience. From leisure experience to an educational one.

What is the Marketing Plan
The actual game plan that the leisure agency should follow in the development of a structured document w/ goals, measurable objectives, and expectations.
10 components of a marketing plan
1) executive summary 2) analysis of product/ services 3)product extensions 4) marketing mix 5) situational analysis 6)analysis of competition 7) target markets 8) market research 9) marketing to sponsors 10) marketing objectives/ strategies
Reasons to sponsor
Enhanced public image… Promotion of new product… Increase sales… Improve customer relations
Types of sponsors
Title Sponsor (name incorporated into title of event)… Presenting sponsor (one level below title sponsor)… Official product designation (become “official soft drink of” etc)… Area sponsor (sell title of each event area a component to a different sponsor)… Co-sponsor (sponsors share level and marketing exposure)… Media sponsor (provide promotional support)… In-kind sponsor (donating products/ services rather than cash)… Product endorsement (pays for personal appearance of celebrity or famous spokesperson)
What is Risk Management
The control of financial and personal injury loss from sudden unforeseen circumstances.

A management strategy to control loss

a) Develop risk management plan (ID risks, classify risks, what to do about risks)
b)Implement risk management plan (employee comm., risk management team/ plan, training)
c)Manage risk management plan (employee comm., risk manager/safety committee, ongoing process, employee “buy in”, plan management)
Risk category matrix (what times what)
frequency x severity
Risk classification
Avoidance (high)
Transfer (medium)
Reduction (low)
Retention (low)
Operation Plan
1) Obtain appropriate permits
2) Select Vendors (entertainment, performers, music)
3) Determine site needs (site walk through, parking, electrical, signage, etc)
4) Event HQ
Event Evaluation

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