The Business of Leisure

1. The Business of Leisure Planning an Event

2. What is Event Management? • Definition: • “The process by which an event is planned, prepared, produced and evaluated”

3. Types of Event at Alton Towers Resort • 1. Conferences and Corporate Events • Conferences are usually at the Conference Centre in the Alton Towers Hotel • We also offer seasonal events for the corporate market within our conference centre. An example of this would be our Christmas Ice & Diamonds Ball. • Corporate Events tend to be within the Theme Park and can include Team Building, Company Fun days or Sampling opportunities

4. Types of Event at Alton Towers Resort • 2. Consumer Events • These are themed events or special events for our general visitors and tend to be to add value or to drive incremental volume at a given time • Examples of Consumer Events for past year’s are: Alton Towers Live Black Eyed Peas P!NK Concert Scarefest Fireworks

5. What is involved in event management?

6. Planning an Event: Marketing • The Four P’s • Product • Price • Place • Promotion

7. Planning an Event: Resources • Masquerade Ball • Venue – State Room • Staff – C&B; Entertainments + external band & DJ • Equipment • AV • Chairs • Catering • Rooms

8. Masquerade Ball Process

9. Planning an Event: Resources • P!nk Concert • Venue – Theme Park Front Lawns • Staff – all contracted staff • Equipment – Bought in production through Marshall Arts Ltd • Arena Security • Barriers • Temporary toilets • Temporary Lighting • Temporary Signage • Road Traffic Management • Sound Consultant

10. P!nk Concert Process

11. Planning an Event: Constraints • Finance – what can we deliver within the budget? • Size – of event and venues • Numbers required to deliver ROI • Noise and local residents • Logistics • Timescales • Legal requirements

12. Planning an Event: Contingencies • Contracts • Cancellation terms • Health and Safety • Public Liability Insurance • Evacuation Plans • Signage • Traffic Management • Lost & Found people/property • Emergency Services

13. Planning an Event: Evaluation & Review

14. Event Management-The future • Competition – monitor and evaluate potential • Corporate trends – track and decipher • Economic Climate – consideration for budgeting • 2012 Plans • 2 New Propositions • Improve exposure through increased PR • More Concerts and Special Events

15. Conclusion • We have explored the two key types of events at Alton Towers Resort • Corporate and Consumer • Through the examples of our Masquerade Ball and P!NK we have discussed the key elements that enable us to plan, prepare, produce and evaluate these events • We have looked at what is involved in the event process and how the 4P’s of marketing are utilised to secure successful event results • We have considered the use of resources and discussed the constraints and contingencies that may occur within this type of venue • Through the use of the evaluation and review cycle we can ensure that we continuously improve our event management at Alton Towers Resort. • Finally we touched on our future plans and the potential future of the events industry in order to prepare ourselves for the road ahead.

16. Any questions? • Thank You • Please download your teacher & pupil resources from • www.merlinlearning.co.uk