Assignment on Event Management (Solution)

Running head: EVENT MANAGEMENT
Event Management
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction................................................................................................................................3
Critical success factors...............................................................................................................3
Type of event..............................................................................................................................4
Target audience..........................................................................................................................4
Accessibility...............................................................................................................................5
Event operation plan..................................................................................................................5
Event details...........................................................................................................................5
Legal and licensing issues......................................................................................................6
Sale of alcohol........................................................................................................................7
Premise license.......................................................................................................................7
Temporary Even Notice (TEN)..............................................................................................7
Personal license......................................................................................................................7
PRS for Music and PPL license.............................................................................................8
Street Collection Permit.........................................................................................................8
Risk management.......................................................................................................................8
Event risk management process.................................................................................................8
Risk management and control strategies....................................................................................9
Health and safety........................................................................................................................9
Supply chain management.......................................................................................................10
CSR and sustainability.............................................................................................................10
Waste management..................................................................................................................11

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Reflection.................................................................................................................................11
Conclusion................................................................................................................................12
Reference List..........................................................................................................................14

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Introduction
One of the leading production houses in the United Kingdom is Lend me your Ears
that has been become popular in the recent times. This production house has become a name
in the event industry and is one of the most sought after companies when it comes to satisfy
the needs of the events. The company is also a forerunner in in organizing the funds that are
required for the charity purposes. The past records of the company has shown that the
company has been successful in collaborating with the clients by taking their interests in to
consideration (Jones and Jones 2014).
The company has been approached by Macmillan cancer support in the recent time so
that it can help in pooling in the funds for providing support to the patients who are suffering
from cancer, which has been growing in the recent years. The country has seen a rise in the
breast cancer and almost 15 percent of the population has been diagnosed with this disease
(Getz and Page 2016). Therefore, the institute wants to take the help of Lend me your Ears so
that it can result in increasing the awareness of the disease. It will also help in providing
affordable treatments to the poor class of people who are suffering from this disease.
The company has planned to organize a concert with the help of ‘Coldplay’, which is
a very popular band in the world of music. The assignment will shed light on the success of
the event in a critical manner by designing the plan of operation so that the event can run
properly. At the end of the assignment, it will contain the reflection part that has been
undergone while planning the operational event (Mair and Whitford 2013).
Critical success factors
These factors are the major areas that helps the activities to be completed by
maintaining a higher rate of quality. It will also help in achieving the goals of the event in a
proper manner. Hyde Park has been selected as the suitable venue for the vent to take place,

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as the landscape is favourable for accommodating a large number of people. The park is
known to host more than 30 events every year in a successful manner with respect to food
festival, corporate events, carnivals and music festivals. The open area along with the
beautiful landscape of the area will result in attracting a large number of audience apart from
the historical background of the area (Cserhati and Szabo 2014).
Type of event
The major reason for the event is to pool in more funds for spreading awareness
regarding breast cancer that has become a major disease among the local citizens. The band is
very popular among the locals along with a large follower of fans that are attracted towards
their lead singer, Chris Martin. This will make it highly desirable for the audience to come
and enjoy the show. The duration of the event will be that it will start at 8 in the evening and
will continue late in the night. The primary purpose of the music event will be that it will help
in generating more revenues for the charity due to a large number of audience that will come
to enjoy the concert (Blasini and Leist 2013). The designing of the event will be done in such
a manner so that it can help in generating revenues from the tickets that are being sold along
with the sponsorship rights. The event will also give rights for broadcasting in the media and
the F&B sector as well. The company for the first time will be broadcasting the event that is
being undertaken by them live so that the needs of the online audience can also be catered.
This will help the company in reaching to a large number of people so that revenues can be
earned greatly (Camilleri 2016).
Target audience
The concept of target audience is that it will help in spreading the messages to the
right audience. The target audience for the event will help in creating a major impact on the
audience so that the relevancy of the event can be high. The main reason for the event is to

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spread consciousness regarding breast cancer so that it can result in gathering funds and use it
for the treatment for the patients. One of the leading performers in the music concerts is
‘Coldplay’ due to its huge base of followers across all groups of age. The main target among
the audiences will be those who listens to music and are able to enjoy it so that they can
spend the evening in a proper manner as well as help the society to develop in a proper
manner (Serra and Kunc 2015).
Accessibility
The destination that is Hyde Park, which is being used as the event for entertaining
the audiences is accessible from mostly all parts of the United Kingdom. The place has
already experienced many musical nights, corporate events, launch of products and wedding
functions as well. The accessibility and the availability of more space has resulted in making
the venue a major choice for the vent to be held. The park that is located in the London area
can be accessed by lot of people, which will result in fulfilling the purpose that is to
successfully conduct the event (Slack 2015).
Event operation plan
Most of the organization has a dedicate department that specializes in planning the
operation of the event and is responsible for the integration and coordination of the operations
in the venues that has been chosen for the event. The main aim of the operation is to achieve
the objectives and goals for which the event is being conducted so that the support can be
provided regarding the entire process of operational planning (Vuchic 2017).
Event details
Event Name “Celebrate the spirit of Music for a great
cause”
Event Date 26/08/2018

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Event Venue Hyde Park, London
Event Artist Coldplay
Event Timing 1900 Hours onwards
The event can only be successful when certain important things are kept in the mind
such as the process of planning in a diligent manner so that it can ensure the success of the
event. The event can only be operated in a smooth manner when certain points are taken in to
consideration in a proper manner (Krajewski, Malhotra and Ritzman 2015).
Legal and licensing issues
The event will have a proper format where the starting program will be done by
‘Coldplay’, which will be supported by another artist. The event will be held in a open area,
which would require the permission. These permissions can be gathered with the right type of
licenses. Besides the music that will take place, other things like food and drinks, medical
assistance, alcohol consumption and ambulance service needs to be readily available so that
the event can turn out to be successful in nature (Kezunovic, Xie and Grijalya 2013).
The licensing Act 2003 opines that the event that will be conducted for entertainment
purposes need to have proper licenses for alcohol consumptions and availability of
refreshments in the late nights for which premium license needs to be taken up by submitting
a Temporary Event Notice (TEN). Regulated entertainment can be defined as the events that
are play performance or an exhibition that is being done for a film. It can also be an event that
is being held outdoors or a wrestling or boxing entertainment match. License is also required
when recorded music is being played or a dance performance is being undertaken in a locality
(Qasim 2017).

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Sale of alcohol
Selling of alcohol along with refreshments that will be provided in the later hours of
the night needs to be done by securing proper licenses and can be categorized under the
licensable activities. The event will have beer that will be sold to the audience for which
licenses need to be procured from the proper authority. The Designated Premises Supervisor
(DPS) has the authority to give permission for selling alcohol within the event premises
(Exposito, Conejo and Canizares 2016).
Premise license
The license for premises needs to be procured when the capacity of the audience is
more than 499 at a single time and at a single place. It also has to be taken up when the event
will continue for more than 96 hours. Therefore, the event that will be taking place in Hyde
Park requires a premises license for which application needs to be given 6 months before the
event. However, in this particular case, Hyde Park already has the necessary premise license,
which does not have to be obtained again for this event (McNeil, Frey and Embrechts 2015).
Temporary Even Notice (TEN)
These forms are designed in a special manner by taking in to consideration the event
that is taking place along with the impact that it will have on the crowd. The TEN needs to be
submitted to the Chief of Police and the authority that is available locally within the area
where the vent will be taking place (Lam 2014).
Personal license
The personal license will help in providing authority to the organizers of the event so
that alcohol can be supplied within the venue where the vent will take place.

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PRS for Music and PPL license
These licenses need to be acquired when the event will see the playing of music that is
copyrighted to a particular band. In these cases the PPL and PRS licenses need to be obtained
so that the event can be successful. The Phonographic Performance Limited and Performing
Rights Society needs to be secured before the vent will be undertaken within the area. If the
licenses are not acquired by the organizers then the concerned authorities will have proper
rights to stop the playing of music, which may also lead to cancel the event in that venue
(Glendon, Clarkje and McKenna 2016).
Street Collection Permit
The police commission needs to be consulted so that it can help in providing the
permits that are necessary for the charity events. This will help the event to be successful in
London and the funds can be raised in a proper manner from the people.
Risk management
The management of risks is important for the event to be planned in a proper manner.
This plan will help in covering all the different type of risks that may be present for the event
along with the plans that will help in mitigating and eliminating it. This will result in
executing the vent in a smoother manner. The major risks that are present within the event are
the risk among the employees, audience or the participants who may get injured during the
process of the event. Another type of risk is that it may damage the reputation of the
organization if proper management is not done for the event. The other risk that is associated
with the event is that there may be financial challenges, which were not calculated before
(Wolke 2017).

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Event risk management process
The formal process of managing the event is from the beginning till the end of the
event. The policy that will be created will help in outlining the things to do and not to do list
so that the decisions can be taken in a proper manner. The commitment of the management
team is that they will ensure that the event can be conducted without any risks (Hopkin
2017).
Risk management and control strategies
Checklist creation- The checklist will help in outlining the necessary areas where proper
precautions need to be taken so that it can help in mitigating the risks that may come up
during the happening of the event.
Informed consent- The informed consent will help the organization in defending the major
liabilities and the legal constraints so that it can help in taking away the pressure from the
organizing committee.
Forming an event risk committee- The committee that is responsible for assessing the risks
needs to be dedicated so that it can design the magnitude of the risk so that the risk can be
evaluated in a proper manner. The main purpose of the committee is that it will help in
assessing the risks in all possible manner that may be associated with the event (Khojasteh
2017).
Health and safety
The assessment of the risk in a continuous manner also needs to take in to
consideration the health and safety of the individuals that are part of the event. The
authorities need to be responsible for the people who will be taking part in the event along
with the audience and the other stakeholders so that they can be secure and safe. The auditing
of the equipment, venue and food will help in proper standards of safety and management.

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The equipment need to be stacked up in a proper manner so that no accidents can take place
through it. Controlling the crowd is a big factor, as Coldplay has a major fan following within
the London area, which may gather up in the venue. It has been expected that almost 20,000-
30,000 people will be gathering up for the event, which shows that the crowd needs to be
controlled in a proper manner. Therefore, it is necessary for the event committee to manage
the crowd in a proper manner by taking up necessary precautions. The use of emergency
exits, as an exit strategy needs to be placed in all areas so that the crowd can get to know
from where to escape when there is any mishap during the event. There will 50 people on the
standby so that it can take care of the miscreants who may create nuisances in the event
(Brindley 2017).
Supply chain management
This management factor is important, as it will help in the overall success of the
event. The event will constitute of serving alcohol and food to a large number of people. A
particular group of vendors will be contacted so that the raw materials for the event can be
supplied within the venue in time and can result in supplying it to the customers. Besides the
supply of food and beverage, coordination among the artists, arrangement for decorating the
stages and supply of the equipment, other small details need to be taken care of so that the
event can be conducted in a proper manner. The main purpose of the event is that will try to
spread awareness regarding breast cancer so that funds can be allocated and proper facilities
can be provided to the lower section of people in the society. The event deliverables need to
be achieved in a proper manner so that it can help the management in ensuring that the major
factors can be taken in to account so that the event can be successful. The use of an efficient
chain of supply will ensue that the event can be held in a successful manner (Christopher
2016).

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CSR and sustainability
The production house called Lend me your ears is one of the leading event organizers
in the United Kingdomand has proved its worth in the mrket a mnumber of times by hosting
the events in an efficient manner. The vsion of the company is that it will create sustainability
in its business so that the events can be created in a betyter manner for the clients. They
ensure sustainability in the business with the help of innovation by delivering the best and
strong results and by mitigating the risks as well. The company takes in to account the work
that it does for the ommunity so that they can be sustainable in their bsuiness. The charity
events help the company in being responsible towards the society so that it can help them in
gaining a better opportunirty in the market. The company has been involved in breast cancer
awareness program, which is a part of the CSR activity that will help the ompany to be
sustainable in its business (Giannakis and Papadopoulos 2016).
Waste management
The waste needs to be managed in a proper manner for any event so, which can be
done in three stages. Before the event will be started, the organizing committee will place the
dustbins at the proper areas so that it can result in better utilization. The bins will also be
labelled accrding to their usage so that the right waste products can be dropped in the right
bins. They will also keep a number of reserved bins so that once the other bins are full,m it
can be replaced. Volunteers will also be assigned so that it can result in looking after ge waste
that are bing managed. During the event, the bins will be monitored in a proper manner so
that the wastes are being dumped in it. The organizing committee will see that the bins are
being used by the audience so that it can be changed once they are full. After the event will
be completed, the bins will be checked for any kind of contamination. The bins will also be
marked with ‘X’ so that the differences can be understood by the committee members
(Glendon, Clarke and McKenna 2016).

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Reflection
I have been associated with Lend me yor ears sine the year 2015 and has helped me in
gaining a lot of knowledge from the company. My journey began as a project coordinator and
I have been propoted to the rank of operations manager in the recent time. This assignment
will be my first as a manager, which involves all the responsibilities from the beginning to
the end.
The organization has helped me to learn throughout my association with the company
and my knowledge inreased by learning thorugh the masters who are working in the industry.
There are few changes that took place thorugh my entire learning period such as I was really
bad at the asessment of the risk and did not have a proper system of following the procedures
and no attention was given by me towards risk management. The organization helped me in
learning through the 7 steps which are to understand the environment externally so that the
feasibility of the event can be determined. It also helped in establishing a proper vision for
the event so that the mission can be defined and can be communicated to all the satkeholders
responsible for the event. The scope and nature of the event needs to be indentified through
the SMART objectives so that te objectives can be set. It also helped me in planning in an
extensive manner so that the event can be executed in a diligent and smart manner. it is also
necessary to monitor the event so that it can be evaluated during the progress of the event.
The event needs to be controlled in the event so that it can be successful and lastly it needs to
be analyzed so that the positive adbn negative sides can be identified.
I was fortunate to met the CEO of Jack Morton Worldwide and we had a good chat
where he talked about his experience within the event industry. It was an intersting chat to
me, as he gave me good advice and also asked me to oin for some future projects. He stated,
“never lie to your client, always be specific in whatever you are communicating with them,

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this way you will establish a relationship of trust and faith leading to repeat business”. This
helped me a lot in learning in my professional period.
Conclusion
Lend me your ears was asked to carry out the responsibility of designing the event so
that it can help in raising funds and spread awareness at the same time about breast cancer.
The location of the event will be Hyde Park and the major attraction for the event will be
Coldplay. To make the event successful, the implementation of the planning process and the
divisioj of teams have been done so that licenses can be procured along with the other things
as well.

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