Event Management .

This article discusses event management for Melbourne Cup, including its type, dimension, associated attraction, categorization indicators, budget, stakeholders and their contribution. It also covers the role of event manager, critical awareness, communication, and PR strategy. The article provides insights into the budget of the event and the contribution of various stakeholders.

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

1EVENT MANAGEMENT
Event brief analysis
The event management in this assignment would be performed for Melbourne Cup.
Melbourne Cup is a Thoroughbred horse race. The race would be of around 3,100 meters.
The event would take place in Flemington Racecourse (Winter and Frew 2018). The
participants of this event has to be three years old or more than that.
Type, dimension and associated attraction of the event
Various commercial industries like retail and fashion, travel and tourism, event and
venue package providers would be offering deals to the customers in order to stay
competitive (Rowe 2018). Inspite of the presence if these, the Melbourne Cup which takes
center stage would be of great attraction (Masterman 2014). It would be over all the other
events and businesses.
At around 2: 30pm, 25 horses would rocket out from the starting gate in the well
renowned event. All the excited punters would hold on to their betting tickets hoping to win
the bet; besides this the business owners would be looking for a chance to increase their sales
during this event.
The dedicated team of various experts of the event would ensure that everything in the
event is organized impeccably (Van der Wagen and White 2018). The tiniest detail would not
be missed and publication would be done at every opportunity in order to attract more visitors
(Kerzner and Kerzner 2017). The attracted visitors would buy tickets which would lead them
to one of the biggest days (Werner, Dickson and Hyde 2016). The actual power of this
particular level of event management is usually neglected or underestimated; this leads to
organizers losing out on the sales.

2EVENT MANAGEMENT
A very well planned thought would be initiated with the help of event manager who
would forecast what has to be done and when it has to be done (Thomson, Schlenker and
Schulenkorf 2013). Critical awareness would be raised and interest would be gained.
Communication would be grown between the target audiences. This would be some since
weeks, months or a year prior to the event. The event is a big one so it would be promoted 5
months prior to its scheduled (Morgan and Taylor 2017). An entire PR strategy would
include the tailored website content, press releases, engagement of social media, marketing
campaigns and many more.
Brief analysis of categorization indicators
The event that would take place is an event of horse race, the number of participants
would be around 24 horses (Emery 2017). The crowd gathered in the event is approximated
around 34,000- 60,000.
Budget of the event
Task Name Duration Cost
Budget for the event 67 days? $11,520.00
Planning 9 days? $1,360.00
Draft the event programme 2 days $400.00
Gain the approval from senior
management for the programme
1 day? $240.00
Prepare a list of attendants,
volume of the press coverage
3 days $0.00
Produce a summary report for
the internal management
3 days $720.00
Programme 16 days $2,800.00

3EVENT MANAGEMENT
Book entertainment or music 4 days $480.00
Produce the speaker briefings 4 days $640.00
Arrange transport for speakers 3 days $600.00
Organize accommodation 3 days $600.00
Confirm programme 2 days $480.00
Venue 11 days $1,880.00
Book venue 2 days $400.00
Organize set dressings 4 days $480.00
Inform the cleaners 3 days $600.00
Arrange car parking 2 days $400.00
Catering 31 days $5,480.00
Obtain a quote 2 days $240.00
Prepare a menu 4 days $960.00
Prepare special dietary
requirements
2 days $480.00
Confirm final menu 2 days $480.00
Communications 21 days $3,320.00
Design promotions,
invitations
4 days $640.00
Print promotion and
invitations
5 days $800.00
Book photographer 2 days $400.00
Organize internal 3 days $360.00

4EVENT MANAGEMENT
communication
Promotion through social
media
5 days $800.00
promotion post event 2 days $320.00
Table 1: Budget of event
Event stakeholders their contribution
Stakeholders Contribution
Sponsors The sponsors are the brands or companies that
sponsor for the event.
Market stalls The event consists of numerous market stalls.
Program and promotional printing This stakeholder is responsible for printing of
posters and banners (Rojek 2014).
Audience Audience is a major stakeholder. The event is
organized for the audience (Jiang and Schmader
2014).
Volunteers and stewards Volunteers and stewards ensure the smooth
proceeding of the event.
Venue owner The owner of the venue signs the documents
where he agrees in providing the venue for event
(Burke 2013).
Safety and security manager This stakeholder assures that no participant of
audience is hurt during the event or he is
provided proper medication if anyone is hurt.

5EVENT MANAGEMENT
VIP manager VIP manager prepares a list of VIPs that would
be invited in the event.
Marketing, publicity and advertisement This stakeholder is important because it is
responsible for marketing, publicity and
advertisement.
Event manager Event manager manages every activity that would
happen in the event.
Event director Event director would direct the entire event and
prepare a schedule for various activities in the
event.
Site manager Site manager assures that the site is prepared well
before the event occurs.
Table 2: List of stakeholders and their contributions

6EVENT MANAGEMENT
References
Burke, R., 2013. Project management: planning and control techniques. New Jersey, USA.
Emery, P., 2017. The bidders’ and promoters’ perspectives. In Routledge handbook of sports
event management (pp. 39-60). Routledge.
Jiang, J. and Schmader, S.W., 2014. Event management education and professionalism: The
view from the trenches. Event Management, 18(1), pp.25-37.
Kerzner, H. and Kerzner, H.R., 2017. Project management: a systems approach to planning,
scheduling, and controlling. John Wiley & Sons.
Masterman, G., 2014. Strategic sports event management. Routledge.
Morgan, A. and Taylor, T., 2017. The Australian Sport Industry. In Sport Business in
Leading Economies (pp. 27-64). Emerald Publishing Limited.
Rojek, C., 2014. Global event management: A critique. Leisure Studies, 33(1), pp.32-47.
Rowe, D., 2018. Cultural citizenship, media and sport in contemporary
Australia. International Review for the Sociology of Sport, 53(1), pp.11-29.
Thomson, A., Schlenker, K. and Schulenkorf, N., 2013. Conceptualizing sport event
legacy. Event Management, 17(2), pp.111-122.
Van der Wagen, L. and White, L., 2018. Event management: For tourism, cultural, business
and sporting events. Cengage AU.
Werner, K., Dickson, G. and Hyde, K.F., 2016. Mega-events and increased collaborative
capacity of tourism destinations: The case of the 2011 Rugby World Cup. Journal of
Destination Marketing & Management, 5(3), pp.227-238.

7EVENT MANAGEMENT
Winter, C. and Frew, E., 2018. Thoroughbred racing: Backstage at the Sport of
Kings. Leisure Studies, pp.1-14.