Practical Events Management

1. Practical Events Management Lecture Three: Forecasting and Planning for Events

2. Lecture Overview • Forecasting for Events • Why Forecast? • Forecasting Techniques • Defining Planning • The Planning Process • Event Mission and Vision • Event Objectives • Understanding the External Environment • Understanding the Internal Environment • Event Roles Schematic

3. Forecasting for Events forecasting can be defined as predictions, projections, or estimates for future events or conditions in the environment in which the organisation operates” (Kreitner, 1998:217)

4. Why Forecast? • Pictures the market • Is there demand for the event? • Predicts what may happen • How many people might attend the event? • Identifies possible problems • What are the main issues surrounding the event? • May open up other avenues • You may be able to identify potential follow up events or new event ideas

5. Forecasting Techniques • Outcomes based • Time series analysis • Causal analysis • Qualitative research • Demand and demographics

6. Defining Planning In it’s simplest form, the planning process consists of establishing where an organisation is at present, where it is best advised to go in the future and the strategies or tactics needed to achieve that position. In other words it is concerned with end results and the means to achieve those results” (Bowdin et al 2006:115)

7. The Event Planning Process

8. Event Vision and Mission • Vision – all about long term direction • EventScotland • Our 2020 vision for Scotland • Scotland established as the perfect stage for events. • Mission – how the vision will be delivered • EventScotland • To develop a portfolio of events that delivers impact and international profile for Scotland.

9. Event Objectives • Detail how you will achieve your mission • They should be SMART • Specific • Measurable • Achievable • Realistic • Time Bound • They may be concerned with issues such as: > Event Growth > Economic Benefit > Event Quality > Tourism Development > Event Sustainability > Social Benefit > Sector Development > Educational Development > Audience/Participant Satisfaction > Community Development

10. Understanding the External Environment • Environmental scanning should be conducted to gain an understanding of the environment in which your event will operate • PESTEL analysis • Political • Economic • Socio-cultural • Technological • Environmental • Legal • Other factors to take into consideration may include: • Demographics • Physical environment • The competition

11. Understanding the Internal Environment • An internal scan should be conducted to identify strengths and weaknesses of the event and how these will affect your ability to deliver it. • It will also help you to identify opportunities that your event could capitalise on and threats that could undermine the event or elements of it.

12. Event Roles Schematic • Project Manager • Chair the Project Management Group • Oversee all areas of the event • Work with team members on their specific area of responsibility • Finance Manager • Manage the event budget • Manage all income • Manage all expenditure • Present post-event accounts • Programme Manager • Drive the programme for the event • Music, Acts, Talent, DJ’s, Models etc • Dressing of the venue • Marketing and PR Manager • Create and manage event marketing plan • Secure sponsorship and manage relationships with sponsors • Identify key stakeholders and manage approach • Media management (print, radio, TV, internet) • Production/Logistics Manager • Create running order for event, including programme and infrastructure • Order all required equipment • Booking and management of event venue • Oversee the build and de-rig of the event

13. Remember, failing to plan is planning to fail!!!