Event Planning: Gala Music Event at Peckham Rye Park

This report focuses on the planning and organization of the Gala Music Event at Peckham Rye Park in London. It covers the vision and mission statements, event objectives, theme choice, organizational structure, screening process, work breakdown structure, Gantt charts, financial planning, venue selection, and marketing strategy.

EVENT PLANNING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1.Vision Statement.......................................................................................................................3
2. Mission Statement...................................................................................................................3
3. Event Objectives......................................................................................................................3
4. Explanation of theme choice, entertainment program elements in relation to event
Objectives....................................................................................................................................4
5. Types of organizational structures and explanation of the one chosen in this event...............4
6. The screening process – explain the marketing, financial and operations screening process
(theory) and how it was applied to the event...............................................................................5
7. Work Breakdown Structure and Gantt Charts.........................................................................6
8. Significance of Financial Planning..........................................................................................6
9. Venue Selection.......................................................................................................................8
10. Marketing strategy.................................................................................................................8
11. Importance of Risk Management...........................................................................................9
12. Importance of Event Evaluation..........................................................................................10
13. Contingency Plans...............................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
APPENDIX....................................................................................................................................14

INTRODUCTION
Event planning mainly deals with handling the various tasks of the event such as
conducting research, creating design, arranging for food and decor, sending invitations to the
audience, Coordinating the activities, conducting evaluation etc. The report is focussed on the
Gala Music event which is going to be held on 20th February, 2021 at Peckham Rye Park in
London. The event will start from 5 pm onwards. This is a one day music event. The report will
highlight all the details of the event from all the aspects.
MAIN BODY
1.Vision Statement
The main vision statement of this Gala music event is to develop a world where all voices
are free. It’s another vision is to bring communities together to experience musical excellence.
It’s another vision is to organize a music festival for people where they can enjoy music (Nunkoo
and et. al., 2018). Their another focus is to raise funds for charity, increase opportunities of job
for people. This event also helps in increasing awareness about music among people.
2. Mission Statement
Main mission statement of this Gala music event is to create a platform for singers where
they will get a chance to perform in front of large group of people who have gathered together to
attend festival from different communities. Another mission of this event is to rise funds so that,
that fund can be used for various purposes including charity.
3. Event Objectives
Setting objectives for organising any event is extremely important as it helps in
identifying main purpose of the event and things that, that event will help in achieving
(Schedule, 2019). Main objectives of this Gala music event are as follows:
 To organize an event where singers will get a chance to sing and show their talent to large
number of people.
 To organise an event though which funds can be raised for charity and for helps
communities.
 To motivate people so that they can get inspired and take interest in music so that singers can
get motivated and participate in this event.
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4. Explanation of theme choice, entertainment program elements in relation to event Objectives
Theme of an event is always chosen as per the main objectives of the event and target
audience so that chosen theme can help audience to understand main purpose of the event and
can understand main objectives that, that event will help in achieving (Král and Králová, 2016).
For organising this Gala music event it is important to choose an appropriate and relevant theme
that suits this entertainment program so that event organisers can successfully. Main theme
chosen for this Gala music event is classical dance music which will include old/ classical dance
music, platform for people to dance with a proper Musical band that will play old retro classical
music singers to perform live. Not only this, there will be a dance platform where people will be
provided an opportunity to dance on live music. Other than this entertainment program will
includes, live singing performance on classical dance music, food and beverages, dance program
on live music.
5. Types of organizational structures and explanation of the one chosen in this event
Organizational structure can be defied as a kind of structure that helps in outlining certain
activities so that desired goals and objectives of an organization or of an event can be achieved.
This structure helps in explaining ways in which information will be flowing between different
level (Král and Králová, 2016). There are various kinds of organizational structures but most
commonly found structures that can be used for an event are as follows:
 First type of structure is hierarchical structure which is a pyramid type of structure which is a
top- down structure from top level to low level employees. This structure helps in providing
better level of authority to top management and better responsibility to staff members. Not
only this, it further helps in motivating staff members so that they can give their best in order
to move up in hierarchical level.
 Another type of structure is horizontal or flat structure in which there are extremely a smaller
number of levels between top management and staff members. This structure helps in
including all types of employees in decision making so that if employees have any kind of
creative ideas then they can share those ideas with top management as well.
 Third type of structure is functional structure. It is a kind of structure in which
responsibilities from top to down is distributed as per their functionality and corresponding
functions within an organization or of an event.
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Organizational structure chosen for this event is hierarchical structure that consisted of five
main departments that are: food and beverage department, IT department, finance department,
marketing department, and many other departments so that whole Gala music event can be
organized in an effective and appropriate manner.
6. The screening process – explain the marketing, financial and operations screening process
(theory) and how it was applied to the event.
Screening process is extremely important to be focused upon within an event as it helps in
checking feasibility of whole event, identify risk associated with the event and hurdles that
whole team can face in management and organization of this whole event. marketing, financial
and operations screening process and ways in which it was applied to Gala music event has been
explained below:
Marketing screening process: It is a process of screening a desirable market on the basis of
various factors (Král and Králová, 2016). This process helps in evaluating target market for
whom music event is being organized. This process was applied to this event to identify type of
music event target audience will prefer so that marketing approach can be designed in such a
manner that awareness about this event can be generated so that target audience can get to know
about this event. Market screening process will further help in identify type of music that target
audience will prefer. This will directly help in increasing success chances of this Gala music
event.
Financial screening process: It is a process that helps in taking investment decisions or
decisions related to budget, ticket prices etc. This process was applied to this Gala music event to
identify ways in which this event will be funded, who will be the sponsors, how fund will be
arranged and what will the price of final ticket so that revenue generation for charity funds can
be done.
Operations screening process: This process helps in identifying ways in which activities can be
organized so that all the activities can be arranged accordingly and event can be completed in
pre- defied time period. This process was applied in Gala music event for identify number of
labour required for organizing all activities, select and use all the available resources so that
required arrangements can be done accordingly.
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7. Work Breakdown Structure and Gantt Charts
Work Breakdown Structure is considered as the foundation tool for managing the projects
effectively and this does not need the involvement of the team for its creation. The WBS helps in
defining the scope of the project as well as the complete work (Qi and et.al., 2018). If the WBS
is made at the project’s beginning, then the risk level of the project can be decreased and the
chances of success can be increased. This also helps in building the team and refining the
requirements gathering. The process of the project can be shortened; team engagement increases
and also helps in lightening the load on the project manager (Vanni and Grigolini, 2017). This
also helps in guiding the project team for the planning, execution and control of the project
effectively. WBS for the Gala music event which is going to be held in Peckham Rye Park in
London on 20th February from 5 pm onwards is given below:
Gantt chart
Gantt chart is basically used in managing the project as it helps in showing the activities
and tasks of the project. Its main aim is to plan and schedule the projects. This also helps in
assessing the time in which project completes, determining the required resources and planning
the order of tasks completion. This also plays a major role to manage the dependencies between
the tasks. The Gantt charts are used in simplifying the complex projects in the form of easy-to-
follow plan and tracking the status of the tasks along with progressing of the work (Way, 2017).
The Gantt chart plays a crucial role in keeping the track of deadlines, hours and milestones along
with addressing the delays before wreaking havoc on the project (Robles, 2018). This can be
considered as an effective planning tool which provides start to finish view regarding the
timeline of the entire project.
8. Significance of Financial Planning
Financial planning is basically a step by step approach which helps in meeting the goals
of the project. Before proceeding for the project, detailed financial analysis must be conducted.
This mainly involves identifying the event costs and the streams of revenue along with carefully
considering the cash flows throughout cycle of planning. There are various stages such as
identifying and quantifying all the anticipated revenues, costs, budgeting, cash flow forecast,
establishing the financial outcome etc.
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The budget of event is basically the projection of the income along with the expenditure
which will be incurred in the events on the basis of the plans and the information which is
accumulated. The preparation of the budget is considered as the most important part of the event
management. The financial outcomes must be predicted at the initial stages of the project (Van
der Hoeven and Hitters, 2019). The financial stability must be ensured for carrying out the
activities of the event such as setting the dates, preparing plans, booking venues etc.
The Gala music event which will be held in London on 20 February 2021 needs adequate
funding as organising a special event on its own is much problematic and difficult. In this
situation, the funding plays a major role. There are various in which event funding can be done.
Money can be raised through various sources such as hosting a fundraiser, advertising for
volunteers, seeking sponsors or donations, selling advertising etc. for conducting a special event
such as a music event. This Gala music event is going to seek sponsors and donations as a source
of funding. This is considered as great way by asking the corporations, businesses and group
members for donating and applying for grants (Pavluković, Armenski and Alcántara-Pilar,
2017). The project manager and the people involved in the project will ask the people and the
companies for sponsoring the event. For example, the restaurants and the cafe can sponsor the
drinks and sandwiches, the banks can give napkins etc.
Budget for Gala music event
S No. Particulars Amount
1. Marketing costs £500
2. Venue rental £400
3. Furniture rental £300
4. Staff costs £300
5. Security costs £200
6. Infrastructure £500
7. Sound and lighting £300
8. Decoration costs £200
9. Artist costs £1000
10. Prize money £200
11. Ticketing £100
12. Food and Beverage £500
Contingent fund £1000
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Sources of Income
13. Donations £3,000
14. Sponsors £4,000
15. Money in hand £5,000
Total money in hand (including funding) 12,000
Total expenses £5,500
Money saved £6,500
9. Venue Selection
The venue selection plays a major role in managing and planning an event. The venue
and location selection theory states that the venue and the location for the music event requires
considerations of various factors such as the target audience, status of target audience, climatic
conditions, venue history and services, venue fees etc. The venue decides the audience of the
event as well as its goodwill. The stellar venue is made up of five elements such as capacity,
location, food and beverage, technological components and wow factor (Nolan, 2020).
The venue decided for the Gala music event is Peckham Rye Park, London. This location is
chosen as it is expanded upto 113 acres of land including the grassland, water gardens,
ornamental gardens along with lake and woodland. This will also help in attracting the audience
as the view of the park is very beautiful and also according to the climate in February. The large
area of park also ensures that if the number of audience increases then also there can be no
congestion of people and the people can enjoy the music event freely (Friedrich-Baasner and
et.al., 2017).
10. Marketing strategy
These strategies can be use to promote the music event so that large number of people
gather for the event and can increase its glory. There must be a target market of the event which
must be highly focussed which can contribute to the most for making the event successful. The
people from all over London will be targeted for this music event because the event is going to
be grand and large number of people must be gathered to attend the same. Especially, the
targeted market is the areas which are nearer to the Peckham Rye Park in London. The targeted
audience is the people from London whose age is between 18 and 40 as they are more interested
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towards such music events. These people will contribute greatly in enhancing the glory of the
event.
There are various strategies of marketing which can be used as marketing strategies for the music
event. The project managers need to engage the artists for spreading the word. The artists are
followed by most of the people on the social networking sites also so they can market in efficient
manner by using their goodwill so that the event can be easily promoted to the fans of the artists.
Another strategy which can be used for marketing is relying on the partners. The person who
provides the ticket can send the emails to the fans. The people can become aware that their
favourite artist is coming in the town. The social media marketing can be used so that there is no
need to go to the people and market the event.
For the Gala music event, the marketing tools used are Spotify for artists, Amplify, Hubspot,
Facebook Bots etc. which helps in reaching the target market.
11. Importance of Risk Management
The risk management is considered as the most essential aspect of event planning. This
helps in identifying all the possible risks which can be raised in an event and also mentions and
highlights the actions which must be taken by the organisers for reducing or mitigating the risks.
There are five steps to the risks assessment for the health and safety of the people and these steps
are identifying the hazard, deciding the people who might be harmed, evaluating the risks and
deciding on precautions, recording the findings and implementing them and also reviewing the
risk assessment and updating it regularly for the successful completion of the project or the event
(McCloskey and et.al., 2020).
There can be many risks which can be faced in the Gala music event. There can be slip and fall
injuries. Due to large number of people, there can be congestion and anyone can slip or fall.
Sometimes this happens due to the use of alcohol or can be due to the weather conditions. For
this, the platform made at the venue must be made of such material which could not help in
slipping or falling. The audience must also take care of this as if they wear slippery shoes or
footwear, the chances to fall increases. Food poisoning is another risk which can be happened
due to impure food or the contaminated food due to less refrigeration. In order to mitigate this
risk, the area where the food is made and served must be cleaned and the audience must also
keep a sanitizer with them (Turris and Lund, 2017). There can also be risks of violence and
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altercations as many people are present in the music event so there are chances of conflicts and
violence. For this, the security team must always be ready so that they can handle the conflicts.
12. Importance of Event Evaluation
The main aim of evaluating the event is measure that the event has achieved the
predetermined the measurable targets along with ensuring that the event is able to meet the
expectations of the participants and the audience. This also helps in improving the success of the
events which are to be held in future. The need of evaluating the event is after the completion of
the event as after the event completion, evaluation of the same is required (Astuti, Assunta, M.
and Freeman, B., 2018). There are various methods through which event can be evaluated such
as types of survey like email, fax, on-site and follow up phone call etc. The media coverage can
also be used for event evaluation.
For the Gala music event, the organisers can take the feedback from the audience on the social
networking sites as it is no possible to get the acknowledgement of such a large population. This
will help in improving the events which will be organised in the future (Hudson and Hudson,
2017).
13. Contingency Plans
This is basically a plan which is developed for getting outcomes instead of making expected
plan. These are similar to the risks management plans but for the exceptional risks that can be
raised in the event or the project.
Contingency plan for Gala music event
Issue or Problem Contingency Plan
Failure of sound systems Having a backup sound system.
Engaging the people with talents and skills in the event
management team who can fix such equipments.
Missing staff There must be more staff appointed then needs who can be
considered as the spares that are designated to some positions
(Tsipas and et.al., 2017).
Inclement weather Making the plans for relocating the tasks to the sheltered areas.
The contingency insurance must be there.
Injuries and accidents First aid must be organised and there must be extra staff so that if
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one goes for the treatment then the others can manage the event
(Chirieleison and Scrucca, 2017).
CONCLUSION
The above report focussed on the Gala music event which is to be held in London. The
information related to the event was mentioned initially such as the time, date, place etc. which
was followed by highlighting the vision, mission statement and the objectives. The theme was
also described along with describing the screening process. The WBS and the Gantt chart were
made for the same. Then, the significance of financial planning, venue selection, marketing
strategy, risks management and the event evaluation was examined. This also highlighted the
types of these factors which are used in the event. At last, contingency plans were made.
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REFERENCES
Books and Journals
Astuti, P.A.S., Assunta, M. and Freeman, B., 2018. Raising generation ‘A’: a case study of
millennial tobacco company marketing in Indonesia. Tobacco control. 27(e1). pp.e41-
e49.
Chirieleison, C. and Scrucca, L., 2017. Event sustainability and transportation policy: A model-
based cluster analysis for a cross-comparison of hallmark events. Tourism Management
Perspectives. 24. pp.72-85.
Friedrich-Baasner, G. and et.al., 2017, September. Improving the processes of music events with
radio frequency identification. In 2017 IEEE International Conference on RFID
Technology & Application (RFID-TA) (pp. 119-124). IEEE.
Hudson, S. and Hudson, L., 2017. Marketing for tourism, hospitality & events: a global & digital
approach. Sage.
Král, P. and Králová, V., 2016. Approaches to changing organizational structure: The effect of
drivers and communication. Journal of Business Research. 69(11). pp.5169-5174.
McCloskey, B. and et.al., 2020. Mass gathering events and reducing further global spread of
COVID-19: a political and public health dilemma. The Lancet. 395(10230). pp.1096-
1099.
Nolan, E., 2020. The supply and design of different types of venues for business
events. International Journal of Tourism Cities.
Nunkoo, R., and et. al., 2018. Public trust in mega event planning institutions: The role of
knowledge, transparency and corruption. Tourism Management. 66. pp.155-166.
Pavluković, V., Armenski, T. and Alcántara-Pilar, J.M., 2017. Social impacts of music festivals:
Does culture impact locals' attitude toward events in Serbia and Hungary?. Tourism
Management. 63. pp.42-53.
Qi, J. And et.al., 2018, June. Visual Analysis of Parallel Interval Events. In EuroVis (Short
Papers) (pp. 31-35).
Robles, V.D., 2018. Visualizing Certainty: What the Cultural History of the Gantt Chart Teaches
Technical and Professional Communicators about Management. Technical
Communication Quarterly. 27(4). pp.300-321.
Schedule, F., 2019. Strings at Southern Chamber Music Festival.
Tsipas, N. and et.al., 2017. Efficient audio-driven multimedia indexing through similarity-based
speech/music discrimination. Multimedia Tools and Applications. 76(24). pp.25603-
25621.
Turris, S.A. and Lund, A., 2017. Mortality at music festivals: academic and grey literature for
case finding. Prehospital and disaster medicine. 32(1). pp.58-63.
Van der Hoeven, A. and Hitters, E., 2019. The social and cultural values of live music:
Sustaining urban live music ecologies. Cities. 90. pp.263-271.
Vanni, F. and Grigolini, P., 2017. Music as a mirror of mind. Esthétique de la complexité”.
Hermann, Paris.
Way, L.C., 2017. Popular Music and Multimodal Critical Discourse Studies: Ideology, control
and resistance in Turkey since 2002. Bloomsbury Publishing.
Online
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Gala Music event, 2020. [ONLINE]. Available through :<
https://in.pinterest.com/pin/297519119106218970/>
Marketing material for music event, 2020.[ONLINE]. Available through :<
https://blog.bizzabo.com/event-marketing-examples>
Risk Assessments for Music event, 2020.[ONLINE]. Available through :<
https://musictechstudent.co.uk/music-technology/careers-risk-assessments-for-sound/>
Weighted Criteria analysis chart for music event, 2020. [ONLINE]. Available through :<
https://www.youtube.com/watch?app=desktop&v=FefJ1paq750>
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APPENDIX
6. Gantt Chart and WBS
Task Name Duration Start Finish Predecessors
Music event 100 days Mon 08-02-21 Fri 25-06-21
Initiation 13 days Mon 08-02-21 Wed 24-02-21
Assigning coordinator 3 days Mon 08-02-21 Wed 10-02-21
Planning objective 5 days Thu 11-02-21 Wed 17-02-21 3
Defining the message 5 days Thu 18-02-21 Wed 24-02-21 4
Planning 37 days Thu 25-02-21 Fri 16-04-21
Choosing the sponsors 5 days Thu 25-02-21 Wed 03-03-21 5
Choosing the music genre 5 days Thu 04-03-21 Wed 10-03-21 7
Setting the venue 3 days Thu 11-03-21 Mon 15-03-21 8
Setting the budget 3 days Tue 16-03-21 Thu 18-03-21 9
Signing up artists 4 days Fri 19-03-21 Wed 24-03-21 10
Logistics planning 6 days Thu 25-03-21 Thu 01-04-21 11
Developing marketing
plan 5 days Fri 02-04-21 Thu 08-04-21 12
Deciding the vendors 4 days Fri 09-04-21 Wed 14-04-21 13
Setting the schedule of
event 2 days Thu 15-04-21 Fri 16-04-21 14
Execution 40 days Mon 19-04-21 Fri 11-06-21
Decoration of event 5 days Mon 19-04-21 Fri 23-04-21 15
Furniture 5 days Mon 26-04-21 Fri 30-04-21 17
Purchasing event tools 3 days Mon 03-05-21 Wed 05-05-21 18
Distributing the tickets 4 days Thu 06-05-21 Tue 11-05-21 19
Promoting the event 3 days Wed 12-05-21 Fri 14-05-21 20
Ticket Selling 4 days Mon 17-05-21 Thu 20-05-21 21
Sorting technical support 5 days Fri 21-05-21 Thu 27-05-21 22
Production support 5 days Fri 28-05-21 Thu 03-06-21 23
Effective sound 6 days Fri 04-06-21 Fri 11-06-21 24
Monitoring 5 days Mon 14-06-21 Fri 18-06-21
Checking the technical
issues 3 days Mon 14-06-21 Wed 16-06-21 25
Media monitoring 1 day Thu 17-06-21 Thu 17-06-21 27
Responsibilities of core
team 1 day Fri 18-06-21 Fri 18-06-21 28
Closure 5 days Mon 21-06-21 Fri 25-06-21
Feedback from the
audience 1 day Mon 21-06-21 Mon 21-06-21 29
Celebrating the success 1 day Tue 22-06-21 Tue 22-06-21 31
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Satisfied audience 1 day Wed 23-06-21 Wed 23-06-21 32
Satisfaction of core team 1 day Thu 24-06-21 Thu 24-06-21 33
Reward ceremony 1 day Fri 25-06-21 Fri 25-06-21 34
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WBS
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9. Weighted Criteria analysis chart for Gala music event
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GalaMusiceventInitiationAssigningcoordinatorPlanningobjectiveDefiningthemessagePlanningChoosingthesponsorsChoosingthemusicgenreSettingthevenueSettingthebudgetSigningupartistsLogisticsplanningDevelopingmarketingplanDecidingthevendorsSettingthescheduleofeventExecutionDecorationofeventFurniturePurchasingeventtoolsTicketdistributionTicketsellungSortingtechnicalsupportProductionsupportEffectivesoundMonitoringCheckingtechnicalissuesMediamonitoringResponsibilitiesofCoreteamClosureFeedbackfromaudienceSatisfiedaudienceSatisfactionofcoreteamRewardceremonyCelebratingsuccess

Figure 1: Weighted Criteria analysis chart for music event
Source: Weighted Criteria analysis chart for music event, 2020
10. Marketing materials for Gala music event
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Figure 2: Marketing of music event
Source: Gala Music event, 2020
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Figure 3: Marketing material for music event
Source: Marketing tools for promoting the music event
11. Risk management in the music event
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Figure 4: Risks management for music event
Source: Risk Assessments for Music event, 2020
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