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Conceptualising the event

Conceptualising the event . Conceptualising the event . Who are the stakeholders? Balancing the conflicting needs of stakeholders Defining the purpose of the event Making it happen. Events – Who is involved. Host organisation Host community Sponsors Media Workers

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Conceptualising the event

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  1. Conceptualising the event

  2. Conceptualising the event • Who are the stakeholders? • Balancing the conflicting needs of stakeholders • Defining the purpose of the event • Making it happen

  3. Events – Who is involved • Host organisation • Host community • Sponsors • Media • Workers • Paid and volunteer • Participants and spectators

  4. The Relationship of Stakeholders to Events • Host organization • Objectives • Management • Host community • Impacts • Context • Sponsors • Money/in kind • Acknowledgement

  5. The Relationship of Stakeholders to Events • Media • Editorial/ advertising • Promotion • Workers • Payment / reward • Work • Participants & spectators • Participation / support • Entertainment / reward

  6. The Host Organization • Government • Central Government • Civic celebrations –e.g. Australia Day • Event corporations • Major sporting & cultural events • Public Space authorities • Public entertainment, leisure & recreation events • Tourism • Festivals, lifestyle events, declinational promotions • Convention bureaus • Meetings, incentives, conventions, exhibitions

  7. The Host Organization • Government • Arts • Arts festivals, cultural events, touring programs, themed art exhibitions • Ethnic affairs • Ethnic & multicultural events • Sport & Recreation • Sporting events • Gaming & Racing • Race meetings & carnivals • Economic development • Focus on events with industry development & job creation benefits • Local government • Community events, local festivals

  8. The Host Organization • Corporate sector • Companies • Promotions, product launches, image building sponsorships • Industry association • Industry promotions, trade fairs, conferences • Entrepreneurs • Ticketed sporting events, concerts & exhibitions • Media • Media promotions e.g. concerts, fun runs, appeals

  9. The Host Organization • Communality sector • Clubs & societies • Special interest groups • Charities • Charity events & fundraisers

  10. The Host Community • What do people want in their lives? • What are some of the current trends in society? • Write down some trends • An event must tap into what people want • An event must allow a step away from the everyday. • People have individual & collective memories of past events

  11. Sponsors • Commercial sponsorship has been defined as • A high profile form of collaborative marketing between organizations which usually involves an investment in an event, facility, individual, team, or competition, in return for access to an exploitable commercial potential.

  12. Sponsors • What tangible befits does the event offer a sponsor? • Are there intangible benefits? • How does the event fit the corporate objectives?

  13. Media • The revolution in the media has revolutionized events • The global audience • Events now created for television • TV audience may vastly outnumber live spectators • What the media ‘needs’ in an event • What the event can gain from the media

  14. The “Workers” • Paid workers • Volunteers • Making the experience ‘special’ • The Disney example

  15. Participants & Spectators • What do the ‘punters’ want out of an event • Planning the experience

  16. Planning the Event • Things to consider • What is it you are trying to achieve • Who for • What needs are we satisfying

  17. Some Areas to Consider in Planning an Event • Conceptualizing the event • Marketing & Management • Human resources • Event administration • Control & budgets • Event logistics • Staging the event • Evaluation

  18. Coming up with the Ideas • The needs of the stakeholders • Parameters of the event • What parameters are already defined? • Time, location, theme etc.

  19. Brainstorming the Event • Within the parameters of the event what can be done? • The concept of brainstorming • Let the imagination soar • Ignore the restraints of practicality • Issues of cost, scale or viability can be dealt with later

  20. Making sense of a brainstorming • Sifting through the ideas • What resonates in all the wild ideas • Meeting the goals of the event • What is it that you are trying to achieve? • Creating a shared vision

  21. Your assignment – what is required? • Conceptualising your event • Do some brainstorming

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