Event Management
At the Local Tourism meeting in Wareham (December 2009), a couple of the presentations were about running events & festivals. Some of those at the meeting said it would be really useful to have a simple template to work to when organising events. We searched the web, and couldn’t find anything which neatly fitted this need, so have drawn something up, using a range of information from the web and experience from Dorset towns. Here it is!
download version available here.
The Event Planning Guide is a user-friendly resource to assist the event organiser to plan and deliver safe, well prepared, legally sound and above all, successful events. This guide is appropriate for both large and small events and common sense will dictate which sections of the guide will apply to the type of event you are holding.
This Guide is based with acknowledgement on a template from Monash University, (Monash University Campus Life Event Planning Guide 2006), with additions both from the experience of Dorset Towns and other relevant websites.
The guide is divided into three distinct sections:
Section One: Planning process |
Offers a suggested set of planning steps, providing the event organiser with a structure to work with when planning and carrying out your event. |
Section Two: Documentation |
Includes templates and documentation that you should complete to ensure you have a record, not only of your planning process but also of the legal requirements that will ensure your event is safe and successful. The first page of this section begins with a checklist of tasks that can assist in monitoring progress as you plan your event. |
Section Three: Resources |
Details a range of supporting information that can assist you in your planning. This information can assist you to complete your documentation and can guide your decision-making. |
After working through the relevant sections, you should end up with a concise set of documents that clearly outlines the details and a working plan for your event.
More advice
There is a brilliant guide produced by Event Scotland, which goes into much more detail, particularly for big events. Well worth referring to if you need more detail on any of the factors in this briefing. Its ‘Event Management, a Practical Guide’, at
http://www.eventscotland.org/files/events-management-a-practical-guide.pdf
Section I: Suggested Planning Processes
When considering the event you want to hold, a good first step is to have a vision of what this event might look like and then consider this in light of the needs of your target market. Consider the following questions?
Your event concept, purpose and goals need to be clearly outlined up front as this will assist to guide your decisions throughout the planning process.
Events generally cannot succeed without a committed team working together to make it happen. It is important that the team understands the event concept, purpose and goals. One person should take on the role of coordinator to oversee the process and keep everyone on track. All team members should be in regular communication and be working through their allocated tasks. The issue of whether there will be a volunteer or paid manager/co-ordinator needs careful consideration, with issues whichever way you go!
For a large event, it is often useful to schedule regular planning meetings. Early in the process these meetings will focus on understanding the event, brainstorming ideas, clarifying roles, allocating tasks, setting budgets, etc. Later the focus of these meetings will be on monitoring progress, and after the event, evaluation and reflection.
The task of choosing a venue and date for your event sounds simple enough but you need to consider carefully how your event impacts on other events, information from past events and the needs of the customer. See Section III, ‘Scheduling of event date and venue’ & ‘Venue Booking’ for more detail.
5. Stakeholder Liaison
Problems with events can often arise when communication channels are not working well and groups who need to know about your event or have a say in its planning / authority are not informed. Make sure key groups who have some link to the event or may be impacted by the event are informed and included. Informing key stakeholders will generally result in a better, safer, better-planned event.
An event cannot take place without the authority of those who provide funding, space and legitimacy. An important early step is to make sure you have the authority and resources to run your event. This may be as simple as presenting your event concept and budget at a committee meeting or getting sign-off from a superior. Make sure you are aware of the limits of your authority and keep any documentation outlining this authority.
The tasks involved in planning and coordinating an event are generally too much work for one person and so it is important to allocate out tasks to a team of organisers where possible. When doing this, first assess what tasks would be good for what people, e.g. someone good with design might develop promotional material. Ensure that each task has a deadline and that the team is meeting back regularly to monitor progress and alter tasks / responsibilities where required.
8. Budgeting and Use of Resources
Financial management of your event is often a key measure of success and it is important to make judgements on costs and revenue so that you are not left with a huge loss at the end of your event or with significant resources left over that you could have used to make your event better. Careful financial planning and budgeting and then communicating that to those spending this budget, will help to achieve the financial goals of the event and to ensure the event’s other goals are also achieved.
If you are running a big event, it is worth developing a Business Plan, particularly if you are seeking funding or sponsorship. For more info, see Chapter 2, the ‘Events Management, a Practical Guide’, at
http://www.eventscotland.org/files/events-management-a-practical-guide.pdf
9. Legal Issues
There are a range of legal issue to consider; its a big list, but some won’t apply. For more detail, check out Chapter 7 of the ‘Events Management, a Practical Guide’, at
http://www.eventscotland.org/files/events-management-a-practical-guide.pdf
Licences & permissions
Other legislation:
It’s not much good putting all your effort into a well-run event if no one turns up to see it. Effective promotion and use of media to reach your target audience is therefore a critical step in the planning process, and you will need to develop a Marketing Strategy. Also creating a visual image (logo, consistent font & colours, style, etc) will help your event stand out.
11. Event Logistics
This refers to all the components of your event that need to be planned and actioned for the event to be a success. Because this can refer to a million and one small and large tasks (often leading up to and during the event), it is important that at least one organiser has a list of everything that is going on and can monitor the flow of tasks. Using Google Docs enables everyone to have access to the same documents, including the latest updates
12. Risk Management and Safety
It is a must for all events to consider the safety of the public and volunteers during an event. The primary tool for this is to complete a Risk Management Plan outlining possible problems that could arise and then putting plans in place to deal with these – includes issues such as first aid, alcohol management, security, etc. Under Health & Safety, you will need a recording & reporting procedure
13. Contingency Plans
Developing some of these will probably be an outcome of your Risk Management Plan. With events you should be prepared for any situation and this means having alternative strategies should something go wrong e.g. you should have a contingency for an outdoor event just in case it rains or is really windy.
14. Insurance
You will need to consider insurance cover, which could include:
For more detail, check out Chapter 8 of the ‘Events Management, a Practical Guide’, at
http://www.eventscotland.org/files/events-management-a-practical-guide.pdf
Recruiting volunteers is not as simple as “here’s a job – go and do it!” You will need to consider training, and specifically for volunteers, you need to ensure the work is fulfilling and that there is significant recognition provided e.g. certificates, event clothing, etc.
16. Managing at the Event
Timing can be everything in coordinating an event and developing a detailed running order (Running Sheet) of tasks, activities and the times they are scheduled to take place, is a great way to keep on track. Don’t forget important tasks immediately before and after the event.
Managing at the event is also about the planning team having a clear understanding of who is doing what at the event and who is running the show, liaising with the venue
17. Cleaning
One of the forgotten tasks during the event and post-event, cleaning is an important consideration. Check to see who’s responsibility this is (venue, volunteers, etc.) before the event and then allocate tasks accordingly.
18. Reward and Recognition
Events by their very nature generally involve people volunteering time or putting in more time than they are paid for. It is important to acknowledge that extra effort – at the very least a thank-you and a card, but if possible, vouchers, certificates, references, thank you functions, event merchandise and priority access to other events are all good ways of showing your thanks for a job well done.
19. After Action Review (& Event Report)
When the crowds have gone and the dust has settled, future success is dependant on understanding what went right and what didn’t quite go to plan with your event. Invite different stakeholders to give feedback so that you have views from a range of perspectives. Don’t forget to bring together and analyse this feedback, develop some recommendations for future events and document all this in an event report. These reports are a great learning tool that can inform planning for future events.
20. Timescales
This will depend to a large extent on the scale and complexity of the event you are planning, but as a rough guide:
Starting 9 months before the event
Starting 6 months before the event
6 weeks before the event
1 week before the event
On the day
Afterwards
For Section II: Documentation & Planning Tools & Section III: Event Resource Material,
please download full Event Managment document.
Website created by Billie-Lou Rentall 2009 ©
