Event Organizing and Management

Subject: Entertainment & Media
Pages: 7
Words: 1682
Reading time:
6 min
Study level: Bachelor

Introduction

Each year, events occur throughout the United States of America and the world as a whole.

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In addition to this, an event can be described as a congregation of people who come together to attend or perform a specific activity (Carter, 2007).

Governments now support and promote events as part of their strategies for economic development, nation building and destination marketing. The enthusiasm of community groups and individuals for their interests and passions give rise to a marvellous array of events on almost every subject and theme imaginable.

Production of an event is a very difficult task. In other words, a party is never designed, but planned properly. This can be compared to the art of producing a play.

The event planner can also be seen as the director while the venue is seen as the stage. Nevertheless, for one to have an extraordinary event, a resourceful course of action with a diverse realistic groundwork is needed.

However, the organisers need to ponder on the five Ws and how, before they come up and produce an event. These are also known as the event essentials, and the how-as in “how much is the budget?”-is not just sometimes; it’s always.

An arts festival is a unique bringing together of artists and audiences which goes beyond the usual presenter/spectator relationship. However, for a festival of such to be successful much legal documentation has to be put in place and some of these are contracts and fees agreements and the acquiring of some legal documents for the event (Dian & Korza 1989).

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On an asymmetrically arranged basis events are being well thought-out and hosted by several companies.

First contact

Most events are always organized and arranged either by friends, family, business enterprises, organizations, governments, and even other public enterprises, hence which invitations are always by card, word of mouth, media, and sometimes a friend calls to attend a function.

In an art festival invent screening begins at the first contact point, and organizers use this to get an initial impression of the guest. Nevertheless, in the art festival event which I attended the guests were invited through invitation cards.

Arrangements are always done and events conducted in different venues, depending on what the organizers would prefer, which may be either in ballrooms, fields, hired conferences, church buildings, and some are just in respective houses.

Contacts before event

In some events, tickets are required and this can be done either by organizing advance tickets or at the entrance of the venue. Many people prefer advance tickets because they come with some added advantages and comfort. Different sections of the venue are always charged differently like there is the VIP sector, of which its tickets are always more expensive than the other areas.

Initial introduction

Most times when organizing an event, the venue has to be clear and if accessing the venue is not easy prior arrangements are to be done either by arranging for means of hiring transport to pick guests from a central place to the venue. This can be organized at the costs of organizers or guests are made aware of the transport costs and advised to carry extra cash for the same.

Organizations must consider the ethics of their use of personal data. For example, routine tracking of purchasing and attendance patterns is undertaken to evaluate audience development strategies and to identify loyal audience members who may be potential donors. Some box office software includes a feature to produce lists and tracking information on “best customers”. Managers must decide if this is an acceptable or appropriate way to treat customers.

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Organizational choices

In the planning of an art event, there are a number of important considerations which is taken into account. First, an art event needs to be a part of a larger public relations plan. It should follow a traditional public relations plan. It should follow traditional public relations techniques of research, planning and budgeting, implementation, and evaluation. Furthermore, the event must be effectively promoted to generate both media and public interest. Although standard public relations techniques are necessary, art or special events also have a number of unique characteristics that require specific planning and focus. Attention to detail is especially critical in event management, in which perfection is in the mastery of thousands of small details.

From start to finish, there are a number of important concerns that an event planner must keep in mind. First, care must be taken in choosing the timing and the location of the event. The event also must not conflict with other major events. If the occasion will be held outside, attention must be paid to weather concerns, with contingency plans made available.

Additionally, thought must be given to signage, transportation, and reception, as well as to necessary banners and other promotional materials that effectively represent the organization’s image.

There also is the problem of providing tickets; tickets provide event managers a means by which to gauge interest and to manage attendance.

Another feature of arts or special events is that they characteristically require production and technical assistance in the form of a stage, audiovisual equipment, microphones, and lighting. Most of this equipment, as well as tents, booths, fences, tables, and portable generators, are available for rent.

Special consideration should be given to the choice of foods and beverages; the organization must take into account the image it wants the art or special event to promote, as well as modern drinking and dietary habits and concerns. The same concerns often surround the topic of entertainment. Entertainment must not offend, must be booked and paid for, and again, must reflect positively on the organization.

Risk management is a further concern. It clearly goes without saying that safety procedures need to be spelled out and followed. Contingencies that must be planned for include illness, heart attack, and overconsumption of foods and drink; therefore, if liability insurance is not enough, necessary insurance riders for the event must be procured.

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A major issue of an event is that of security: keeping out unwanted guests or activists who would seek to disrupt the event and ensuring the safety of those who are inside the gallery or museum.

Evidence of fundraising

In the upscale evening fundraiser of the art festival event visited many of the invited guests were business leaders of various organizations.

The Theme

Parade of artworks, the Big Bottles wine auction gala fundraiser, and entrance fee.

The setting for the artwork and wine auction was in the gallery, which accommodated both dinner and dancing, while a separate or adjoining tent was used to house the reception and silent auction items.

The evidence of the fundraising takes the form of an “entrance fee”; it is a hybrid-part non-deductible fee for a tangible item (e.g., food, auction bids, and green fees) and part pure gift to the non-profit. It assumes that a minimum number of patting guests will attend the event and reduce the per-person cost of set overhead costs (i.e., site rental, decorations, and photography).

Marketing of the event

The marketing process of an event begins at the outset of the planning process, during the setting of the goals and objectives of the event itself. However, marketing must both reflect and drive those objectives. It must also integrate the objectives into one goal and enlist people into action toward the fulfillment of the goal. Moreover, the marketing approach should emphasize the unique educational programs that the event will offer the attendee.

The essential point is that marketing must begin when the planning process is launched. Only then can it serve as the greatest integral asset to drive attendance, profits, and repeat business at the next event.

Marketing should integrate all of the management decisions so that they focus on the goals and objectives of the event as well as those of the sponsoring organization itself. This act of combining into an integral whole may take numerous structures. It may be a subtle campaign to pre convince corporate shareholders or association leaders of the importance of their attendance and their personal vote on an issue. It may be employed to conduct research to assist in the events site selection process. Marketing can play a vital role in the search and discovery effort to identify new markets in which to promote an event. And, of course, it should include the other classic elements of marketing, such as advertising, telemarketing, and promotional campaigns, to bring the entire event goal to life.

In other words, the enlightened event professional incorporates marketing at the outset of the planning process so that all goals, objectives, and strategies will be considered and amplified with marketing implications in mind.

The way through to the end of an event

Event management, also known as special event planning, provides a valuable vehicle by which for-profit and not-for-profit organizations are able to engage in specialized public relations activities. Events help organizations become recognized and establish and maintain relationships with key constituents through direct communication. Types of special events utilized by organizations include fundraisers, galas, and community or arts sponsorships. When executed well, events can add greatly to the organization’s profile and prestige.

Because of the unique nature of each event, planning is a process that must continuously occur from the start of the bid until the end of the event. It is of the greatest importance to have as the fundamental assumptions from which something is begun, developed, calculated, or explained for this proceeding arrangement of the idea, report, or perception that can be effortlessly put into words or an expression and understood. As the development of the event unfolds, management will need to keep the group working towards this vision by continually monitoring all progress towards the milestones and goals that must be met in order to successfully stage an event.

However, as with all elements of event planning, expect the unexpected and think outside the box to find solutions to problems.

Works cited

Carter, Laurence. Event Planning. Bloomington, IN: Author House. 2007.

Dian, Magie. & Korza, Pam. The arts festival work kit. Amherst, MA: Arts Extension Service. 1989.