CHAPTER 4: IMPLEMENTING THE EVENT
CONTENTS
• Overview of event operations and project management
• Project management tools in event management
• Event management framework
• Operational activities
Managing events as projects
As Raj et al. (2017, p. 134) state:
‘Every event has to be completed by a specific
date, and its budget is limited and closely
linked to its quality and performance.
Organising an event can thus definitely be
characterised as a project.’
Raj, R., Walters, P. and Rashid, T., 2017. Events management: principles and practice. Sage.
Managing events as
projects
Meanwhile:
‘The central task of event
management is to create a unique
experience for a target audience
within resource constraints’
(Ferdinand & Kitchin 2017, p. 94)
Increasing internationalization of
events is making this more complex
The ‘time-limited’ nature of events
makes them different from other
tourism, hospitality or service
operations activities
Ferdinand, N., & Kitchin, P. J. 2017. Events management. An international approach. London: Sage
Event Life
Cycle
Source: Raj et al., 2017, p. 136
PROJECT
MANAGEMENT
TOOLS
Project Management Tools
• the use of work break-down structures
• project planning, including identification of critical tasks and external
dependencies
• Gantt charting (related to Critical Path Analysis)
• risk assessment.
1. BREAKDOWN STRUCTURES
Break up tasks into smaller, more manageable, and easily identifiable units of work.
Five Work breakdown structures
tools Resource breakdown structures
Contract breakdown structures
Location breakdown structures
Sub-project breakdown structures
1. Breakdown structures – five tools
WBS: Work breakdown structure - A clear identification of the tasks, presented using
infographics and other visual tools improves communication with stakeholders and
can help identify potential risks and areas requiring further attention. Clarifies
responsibilities.
RBS: Resource breakdown structures - Allocates financial, technical and human
resources effectively and transparently.
CBS: Contract breakdown structures – Maps out relationships and expectations of key
stakeholders and contractors with a view to agreeing priorities.
LBS: Location breakdown structures – increasingly events occur across multiple
venues, cities and even countries (e.g. Olympics, Football World Cup). LBS can help
with coordinating this.
SBS: Breakdown by sub-projects – Again, graphically illustration of who is responsible
for what elements of an evet can help avoid problems and confusion and ensure the
whole works better.
Does Breakdown
structures tool have
any weakness?
Breakdown structures can help identify issues, but do
not provide a time-line
2. Gantt chart
Example of all the different
paperwork an Event Planner
needs for a successful event:
2. Gantt chart
Activity: Create a Gantt charts to plan and visualize
the timeline of the proposed wedding event
1. List and Analyze 2. Estimate Task 3. Identify 4. Create the Gantt 5. Prepare for
Tasks: Durations: Dependencies: Chart: Presentation:
Brainstorm and list all Estimate how long each Determine which tasks Using software such as Once the Gantt chart is
tasks involved in task will take (e.g., days need to be completed Microsoft Excel or created, practice
planning the wedding or weeks). before others can start Google Sheets, teams presenting it in a clear
(e.g., booking the Use reasonable (e.g., "Booking a venue" should input their task and concise manner.
venue, hiring a caterer, assumptions based on must be completed list, assign durations, Ensure that the
choosing decorations). typical event planning before "Arranging and indicate task presentation explains
Discuss the significance timelines. catering"). dependencies to build the tasks, their
of each task and how it Highlight any critical their Gantt chart. significance, durations,
contributes to the paths that must be and key dependencies.
overall success of the adhered to for the event
event. to stay on schedule.
• Organizer’s office
• Receiving supplies
• Transport and parking
• Load – in
• Signing the site or venue (information and emergencies)
Media handling
Read materials and give some suggestions for media handling
Rehearsal and briefings
- Technical facilities – Sound – Presentation system
- High profile organizational events, product launches or public relations events
- It may be of the ‘full dress’ kind, including practice by actors, musicians, entertainers or
other artists, including timing arrangements, acoustics, and so on
Rehearsal and briefings
- Include elementary issues: what the event is for, who is coming and the opening and closing
times, the location of toilets, cloakrooms, organizers’ office, refreshment areas, check-in areas
and what to do with the VIPs (such as direct them to a VIP hospitality room),
- What action is required in an emergency: the nature of the alarm system, emergency exits,
assembly points, location of the medical center or how to get a first aider quickly.
- All staff at the event must be given a copy of the site map, information sheet, emergency contact
list and emergency procedures. The site map and information page should be one sheet of A4,
the emergency contact list and procedures should be on another sheet of A4.
- Any more than this, and staff will not read it. Clarity is essential.
LAYOUT OF ENTRANCES AND VISITOR RECEPTION
- Greeters or an information desk, or both
- If the event is a conference or VIP invitation only event, a list of delegates or
guests expected, plus badges (for conferences) or some suitable small gift (for
invited events, such as corsages or chocolates), should have been made up prior
to the event
- Check the guest list, and should not be overlooked in case of gatecrashers
- information packs: including agendas; working papers; delegate lists and a little
information about the venue for delegates to take away with them
MOBILITY, ACCESSIBILITY AND INCLUSIVITY
- Our social and ethical duties
=> Let’s give some examples
EVENT EXPERIENCE
- Getting everything in place for an event is not only a matter of the behind-the-
scenes efforts in terms of logistics, organization, preparation, layout and design; it
is also crucial to the ambience and atmosphere that will be created and
experienced by the participants, visitors or guests
- It is more difficult to impress an audience with an event.
- Ambience is often significant to the creation of a good event. An event with the right
ambience can be a huge success. An event with the wrong ambience can be a
huge failure.
- Ensure the event succeeds by careful attention to detail and by trying to make sure
that the experience which guests receive is a good one.
EVENT EXPERIENCE
- Visitors respond to stimulus of their senses of smell, sight, touch, hearing and taste.
- The physical elements of surroundings, props, layout, equipment, personal artefacts,
etc., go towards making up the whole environment. This environment, together with the
cognitive, emotional and physiological responses of the guests help make up what
people feel about the event and will also help determine how the guests interact, how
they respond to staff and whether they stay and enjoy themselves.
FAILURES
- It cannot be assumed that every event will go well, and some events are disastrous,
shambolic, disorganized, cold, wet and unpleasant.
- There may be many reasons for such unhappy outcomes, ranging from sheer incompetence
on the part of the organizers, to lack of resources, money, time or training.
- Anything and everything can conspire against some of the best laid plans, from the weather
to blocked drains.
- The art of being a good events coordinator is to mitigate these problems where they occur,
so that the overall experience of the participants is positive.
- We can be forgiven if it rains.
- We will not be forgiven if the queue for the toilets is 30 minutes or it takes two hours just to
get out of the car park.