MODULE #2

DEVELOP AN EVENT CONCEPT

MODULE DESCRIPTOR:
This module covers the knowledge, skills, behavior and motivations
required to develop the overall concept, theme and format for a
major event comprising multiple components. An event manager
would generally undertake this process at the commencement of
the event management process at the commencement of the event
management cycle in consultation with the stakeholders including
PR/advertising people. Sometimes the concept development phase
is undertaken as part of the bidding process.
Learning Outcomes:
After reading this INFORMATION SHEET, YOU MUST
be able:
• Identify overall event objectives and scope
• Establish event concept theme and format
 IDENTIFY OVERALL EVENT
Introduction:
As events can be quite complex, in an initial discussion it is
often the goal to get an overview of the client's expectations
and to prepare a proposal based on these. Normally the event
coordinator will also extend an invitation for the client to visit
the hotel to discuss the event in more detail and to show them
in person what the hotel or establishment can provide. Before
any event or function can be organized there is a need to
determine client needs for it The most effective way to do this
is to meet face-to-face with the client and talk to them about
their needs, wants and preferences. After receiving an inquiry
and once initial information has been sent to clients regarding
an event or function it is best practice to invite the client to
• Talk to them about their expectations and
needs
• Allow them to view the property and its
facilities
• Meet some of the key staff, where appropriate.
Events/Functions Objectives:
There are many overall objectives for holding an event,
some of which include:
• Increased revenue and profit to a department
• Increased brand awareness in the market place
• Expanding the range of products or services
provided by an organization
• Promoting new products or services Reinforcing or
cementing success of organization.
Specific Objectives:
Each event will also have objectives which they would like to achieve,
many of which are service related and aimed at meeting set
standards. Some of these include:
• Run a safe and secure event with no accidents
• Ensure the client is satisfied
• Ensure sponsors are satisfied with their investment and
that their objectives were achieved
• Ensure all delegates who attend the event are satisfied
• Ensure the desired profit margins are obtained
• Ensure the event has no or minimal environmental impact
• Ensure service standards reflect overall organizational
standards
 So having a very clear set of aims and objectives for your event in
terms of what it is to achieve is critical for a host of reasons. It is
essential that the aims and objectives of your event are defined and
agreed at the outset, although they may also be developed and refined
as the project progresses. Aims relate to the overall intent, strategic
direction and purpose of your event ie, the primary motivations.
Objectives are essentially aims broken down into specific targets, to
facilitate event delivery and evaluation.
Events can deliver beneficial impacts and outcomes both for the
organizers and the host community, in addition to other stakeholders
such as participants, spectators, sponsors and the media. These
different groups should be borne in mind when developing and planning
events to maximize positive benefits arising from the event, which will in
turn facilitate stakeholder support. One approach to setting aims and
objectives is to consider the potential impacts that the event could or
should have and use these as a starting point for developing event
specific aims.
Setting Event Objectives:
Once the overall aims of the event have been established you can then move onto
setting objectives. These should be set in relation to the different areas of the event e.g.
financial objectives, marketing objectives, participation, etc. Objectives are important as
they provide benchmarks and targets to aim for and performance indicators, which
facilitate monitoring and measures for feedback and evaluation. To enable this, objectives
should conform to the SMART acronym:
Setting Event Objectives
• Specific to areas of the event.
• Measurable quantitatively i.e. through numbers.
• Agreed/ attainable by organizers and those assigned the tasks.
• Relevant/realistic to the overall aims of the event.
• Timed within the event schedule.
Some examples of SMART objectives:
Note within all the examples given below they are specific to a certain
area of the event, activity or group of people. There is an element that
can be measured to assess if the objective has been achieved and there
is a timeline associated with the objective to enable the achievement to
be assessed.
• To distribute a questionnaire to all local businesses in the
town 6 months prior to the event.
• Online ticketing to generate £5,000 in ticket revenue one
month prior to the event.
• Marketing to increase visitors numbers from outside of by
12. comparison to last year.
• To recycle 80% of event waste
• To increase the publication of park and ride facilites by
20%
SMART Acronym :
S-Specific: What outcome, by when. For example, enrolling thinly per
cent of the visiting college students on the third of July academic year
2016
M-Measurable: How much-the hard numbers we can measure, such
as 100 students visited our campus and 30 of them enrolled in fall
classes achievable, we're also relatively
A-Attainable: Not only is the objective likely to accomplish it. This
isn't a stretch incentive on Kick starter after all. This is an objective we're
confident telling our boss we can achieve.
R-Relevant: The objective relates back to our company's goals. If
doesn't, it isn't our objective anymore.
T-Time-bound: Time bounded means we can create a timeline that
defines the beginning and the end of the period in which we are
measuring. There's a start and stop point, and we can measure the
change between the two.
Smart objectives that relate back to your organization's goals will stick with
you throughout your entire event planning process. Once you have buy-in
from the top down, these event goals and objectives will guide your entire
process from venue selection through your post-event survey questions.
When you have well- defined goals and objectives for your event, planning,
promoting, and sticking to your budget all become much easier. Messaging
aligned with those goals comes through loud and clear, increasing attendee
interest, RSVPs, and ticket sales.
Identification of key stakeholders:
There may be many stakeholders who are involved in the
organization and implementation of an event.
These may include:

• Event principal
• Local community
• Organizing committees
• Local authorities including police and fire
• Internal event staff
• External contractors
• Entertainers
• Talent Staff from host businesses.
INFORMATION SHEET #2.2

ESTABLISH EVENT CONCEPT

THEME AND FORMAT
Introduction:
A creative activity followed plan fully is an event. Event
consists of all features whether it's a creative idea, budget, light,
decoration, people, publicity. the sponsors, permissions etc.
Event is a combined of everything like planning. organizing,
budgeting and performance. Pre and post event is very much
important in an event.
Style and format
Functions may range from informal through to formal to reflect the nature
of the function.
 Informal functions
Informal functions are characterized by:
• No set time for guest arrival
• No dress code
• Flexible times for food and beverage service
• Impromptu speeches
• No service protocol
• No seating plan.
Formal functions
Formal functions are characterized by:
• Dress code Set time for guests to arrive
• Registration and name tag requirements
• Allocated time for speeches and presentations etc.
• Specific meal times
• Semi-silver service or full silver service
• Program for the occasion
• Specific service protocols
• Specific seating plan
• Guest speakers or Master of Ceremonies presentation
• Specific times for entertainment to commence and finish.
Room layout:
Room layout will depend on customer needs and the style best suited to meet
those needs.
Stand-up function:
This style of function is generally used for cocktail parties, general parties or
lunches that are part of a conference. The only seating might be around the edges of the
room with several tables placed randomly in various places to provide the guests with a
place to put down their drinks and any unwanted glassware, plates, food scraps. When
deciding if a stand-up function is suitable, it is worth bearing in mind the proposed
duration of the function Does the client think that the guests can stand for the length of
time expected? Stand-up lunches for conferences where delegates have been seated at
morning are a good idea to allow them to stand up for a while. Stand-up lunches are
usually a less expensive than sit-down meals and they encourage people to mingle and
network. The very nature of a stand-up function is attractive to some clients and to some
function types as it does not encourage people to settle in and stay for extended periods.
Sit down function:
This style of function is generally used for weddings or formal dinners, banquets
and presentations. Most dinners for conferences are also sit-down. The tables and seating
used for such a function is placed in accordance with specific table number and stated
seating requirements. Some functions may require tables of six, whereas other functions
may require tables of ten or more.

Boardroom meeting:
Smaller functions or meetings can be catered for in small rooms or the board
room. There are a number of styles to use when setting up a boardroom meeting. Each
style has its own benefits, which should be matched to the needs of the client.
• Theatre style-This is where chairs are placed in rows facing a stage or head table.
This layout is used to address large audiences who do not need tables in which to
record information. It is also used where the audience is required to listen as
opposed to communicating themselves It is important to have aisles in which both
participants and speakers can easily move around in. It is popular with seminars
and presentations
• Boardroom style-This is the use of a small to large table where all participants are
able to see and converse with each other and have their own place in which to
spread out documents and record information. This layout is popular for many
meetings as it allows for interaction
• Hollow Square- Depending on the size of the audience, a boardroom format may
be required, to allow for interaction and discussion but there are simply too many
people. In essence this is where tables are set up in a square, hexagon or round
format with room for microphones, photographers or plant displays etc. in the
middle
Classroom style- This is where tables and chairs are set up in straight lines or in a V-shape
formation, similar to a classroom setting at school. The tables face the front of the room
so that all participants can easily see the instructor. This layout if popular when large
amounts of audience members are in attendance, each requiring space to layout
documents. It is also useful in presenting computer training sessions
Banquet style- This is where smaller round, square or rectangular tables are used for
smaller discussions and group work.
U Shape- Also known as a 'horseshoe' this format allows audience members to see each
other and interact whilst accommodating larger numbers. It also allows for a presenter to
walk within the 'U-shape' itself to personally interact with each participant. It is a very
popular layout method
E-shape- This is a variation to a U 'shape' as it allows for greater numbers of audience
members, as a table is placed in the middle of the U 'shape'
Using different set up options
Depending on the function they may use different layouts
either:
Simultaneously-where a function may address large
audiences, therefore requiring a seminar format, but then
allows participants to work in smaller groups, therefore
using a boardroom or banquet style.
At different times of the day-for example a room may
be set up for a conference using a U-shape format during
the day but needs a banquet layout at night for a formal
dinner.
Events are Broadly Distinguished into Followings:
[Link] events
Fun events increase enthusiasm and participation. If a per enjoying the event in
his own interest then it could fall under the fun ever category Example party
entertainment show, comedy show etc.
2. Personal events
Personal events can be broadly classified under the category celebrations like
birthday parties, wedding etc., which some one person affair
3. Musical show
Musical concert can be different types such as classical musica night which can
be organized indoor for a limited audience or a rock band show which can be
open air concert for public. For example: Jim music night, Honey Singh Concert,
etc.
4. Promotional events
Any product or any brand, celebrity, inauguration programs, Launch events,
campaigning etc. can be seen under the promotional events category
5. Corporate Events
Corporate events are defined under two categories the in house affair and
events for the public for example Seminars, press Conference, academic,
6. Educational events
This can be categorizing as a training programs, learning session, workshops
etc.
7. Trade shows exhibitions
These are the event in which companies can showcase their latest products. It
is helpful in connecting the target audience. It is also a platform to launch a
product.
Event Management Industry are Broadly Distinguished into the following:
1. Sports Event
Sports events are physical event, through organized participation.
Sports event is major source of entertainment for the non-participant. For
Example, IPL Super League, Football Match, Olympics, etc.
2. Networking events
There are several prominent networking events. The objective behind
the networking events could be the network with purpose.
3. Theme parties
All the food and decorations are made according to a one theme.
Theme parties are a becoming one of the prominent and emerging
concept.
4. Trade fairs
This is an exhibition is organized so that companies can showcase
their latest products, services etc.
5. Award ceremonies
This is one of the best events to recognize the person by
facilitating the awards. All sectors organize the award function event to
gain the popularity.
Here are Three Steps To Help You Pick a Professional Yet Memorable Event
Theme:

Step 1: Review your goals

First and foremost, clarify and review your goals. What's the purpose
of your event? Why is your company hosting it? Are you bringing together
clients for a big training? Or is it your company's annual conference to attract
new prospects? Getting the "so what" of your event down on paper will help
you identify the big ideas it ties into. From there, you can start brainstorming
themes that fit.
Step 2: Consider your audience
While you might think this is an obvious one, a rough outline of who's
attending your corporate event is worth getting down long before you put
together the guest list. Themes that might fly for an event where it's just
going to be your clients might not work for an event where your prospects
are present, too.
A few questions to ask yourself:
• Who's attending?
• What's the age range?
• Is the event adults-only, or will family be present?
• Will attendees all be from the same area, or will there be people from
different parts of the country or world?
Step 3: Choose a venue that complements your theme (or vice versa)
While decorations and activities are important, subtly reinforcing your
theme through your catering and venue can be even more memorable.
Though traditional event venues remain the most popular choice for event
planners, you're not limited to the hotel ballroom if your event theme calls
for something a little more unusual. If you're looking to deliver a unique
experience, consider exploring an unconventional
venue like a parking lot or unique Airbnb.
 If you're still having trouble selecting a theme, your venue can also provide
needed inspiration. For example, if you're hosting your event at a local winery, the
location lends itself to a Tuscan theme.
If you align your venue and your theme, not only will your event feel like a
breath of fresh air, you can be guaranteed it will be talked about for months to come.
Learn more about how to use the setting to create a corporate event attendees will
never forget how in our guide.
Here are some sources of corporate event theme inspiration to get your
creative juices flowing:
• Academy award winning movies
• Eras ('80s, '20s, futuristic)
• Vacation escapes
• Capitals from around the world
• Childhood memories (prom, homecoming)
• Global cuisine
 Perhaps the best inspiration to turn to is your own brand. What are
your brand values? Use these as a north pole while you're considering
themes, or even make one of your brand values (for example, growth) the
theme of the whole event.
If you don't yet have your event's brand clearly defined, that should
come before deciding your event's theme. You may create on your own
brand based on your experience in your event theme.
How To Choose an Event Theme
If you're in the planning phase of your event, you're probably
wondering how to choose an event theme.
• Looking at the purpose of your event
• Considering your target audience
• Finding the right venue
• Sticking to your budget
• Accounting for seasons and weather
• We'll also go through how to incorporate your event theme by
• Getting creative with invitations Using social media to tell a story
• Decorating to create an atmosphere
• Matching food and drinks to the theme
• Making sure the entertainment aligns
• Organizing fun themed activities
How to Choose an Event Theme
Before you pick an event theme at random, you should think
about the reason for having a theme in the first place. Will it appeal
to a certain audience? At the same time, it's also prudent to think
about some of the limitations you face when picking a theme. Your
event budget might be a deciding factor. Here are some of the
things you should think about when choosing an event theme
[Link]
The first question you should ask yourself what the aim of the
event is. A charity fundraiser will have a different purpose than a
community street party.
2. Audience
The audience you want to attract should also guide your
efforts when you choose a theme. A dress-up event will not be very
appropriate for a group of business professionals.
3. Venue
The event venue will also limit the possible themes you can choose
from. You can't host an indoor beach party at a museum. How to choose an
event theme Pick a venue that matches your theme. Your event theme should
go hand-in-hand with your choice of venue. Make sure that they complement
each other, rather than be at odds
4. Budget
You should also consider the dreaded B-word. How much money will it
cost to pull off a particular event theme? Do you have the budget for it? Exotic
venues and beautiful decorations can quickly get expensive. Consider your
event budget when you choose the theme for your event..
5. Season
Depending on your event, the weather might also affect your choice
of themes. If you're hosting an outdoor event, then rain, wind, and snow
could get in the way. Your theme doesn't have to match the season,
however. It would be an interesting twist to host the aforementioned
indoor beach party in December.

The more elements you can include your theme in, the stronger and
more memorable it will be. Quirky invitations, decor, and food are also
more likely to get shared on social media.
Here are some of the Things your Theme Could Influence:

1. Invitations
Use the event invitations as a teaser for your theme. If you're organizing a
treasure hunt, why not use a crumpled treasure map as an invitation? Get creative
with the invitations.

2. Marketing
The theme should also be part of your event marketing efforts. Social media is
where you can use your theme to tell a story about your event. If you're organizing a
70's disco party, post images of fabulous outfits. You have to ask people to share their
favorite disco song and start a conversation around it.
3. Decor
The event decoration is probably one of the most important aspects of your
event theme. Along with the venue, the decor is what helps create the right
atmosphere. A Halloween-themed dinner party should include some ghosts,
pumpkins, and skulls.
4. Food and drinks
The menu at your event is also a great opportunity to
incorporate your theme. In fact, the food and drinks can be as much
a part of the decor as the decor itself. You can also switch up the
way you serve it. Why not serve piñacolada in a hollowed-out
pineapple for your Hawaiian-theme event?
5. Entertainment
The speakers or entertainers you feature at your event should
also be in line with the theme. A Christmas party calls for singing
elves, and so on. Dressed up performers are always fun.
6. Activities
You can also incorporate some fun activities into your event. In
the case of a treasure hunt, the activity is the event. But why not
have participants dress up as pirates? The activities should, of
course, be in line with your event theme.
Event Formats
Sometimes getting started organizing an event can be a little overwhelming. It
does not have to be though. Not every event needs to be a formal lecture with
questions and answers in a rented venue. Events can be as formal or informal as you
want them to be. Having a variety of event types can help communities create the kind
of group that really makes connections among enthusiasts. Any activity that helps
people connect and inspire each other to do more with Word Press is a Meet up activity.
Here are some examples of events that don't follow the typical seat plan, the mechanics
is you sit around and listen to a speaker format:
 Networking or Social event - Events like these can take the
smallest amount of planning. It just takes a time and a place that
hold the number of people that will attend. Coffee shops, co-working
spaces, or a cool donated office could all do the trick. If you decide
to meet at a restaurant or coffee shop, it is a good idea to contact
the venue if you expect more than 15 people.
 Show and Tell – This is a discussion of a member's current website or project. You
need a projector and screen, a room with chairs and/or tables, and a willing
volunteer. The group member shows their project and describes what problems
they have run into. The group can discuss possible solutions, highlight great points
in the design, or just learn from each other
 Co-working/Work along - Sometimes the best way to stay motivated on a personal
project is to have people to talk to when you get stuck To host a Work along, you
will need power outlets, wifi, tables and chairs, and a space that can hold the
number of people that will join you. Then, work alongside your peers while you
bounce ideas off one another.
 Workshops - For this you will need someone who is comfortable walking through a
project in front of a crowd. It can also be helpful to have a few people who are
knowledgeable to help out if needed. You should have access to power outlets, wifi,
a projector/screen, and perhaps some sort of microphone if available.