1EVENT PLANNING AND PROJECT MANAGEMENT Executive Summary This report is based on an upcoming proposed music festival to be held in London, England. This event will be of global scale attracting music lovers from around the world and for a period of two days, numerous world famous music stars will perform in front of a crowd of 100,000+ people at a selected venue. In addition to the entertainment activities and events, there will be stalls for food, drinks and souvenirs. The event authority also aims to provide maximum safety and security to all the spectators who will participant in this grand festival.
2EVENT PLANNING AND PROJECT MANAGEMENT Table of Contents 1. Background and Scope of the Event............................................................................................3 2. Event Objectives..........................................................................................................................3 3. Entertainment Activities..............................................................................................................4 4. Target Audience...........................................................................................................................4 5. Event Deliverables.......................................................................................................................4 6. Project Management Tools and Techniques................................................................................6 7. Project Team Management and Structure..................................................................................14 8. Budget for the Project................................................................................................................14 9. Awareness of Potential Risk Factors.........................................................................................21 10. Evaluation and Control of Project...........................................................................................21 Bibliography..................................................................................................................................23
3EVENT PLANNING AND PROJECT MANAGEMENT Introduction The chosen event is a music festival that is planned to be hosted in London, England. This festival is planned to be hosted for two days in a weekend and some of the world’s most popular music stars will be invited. In order to host this large scale festival successfully, it is important to develop a suitable event management plan that will follow a standard project management approach. In this report, a detailed event plan has been developed for the proposed event that includes scope, schedule, budget and other important aspects of a project. 1. Background and Scope of the Event This particular event is a music festival that is set to take place is London, England in September 2018. While the main purpose is to bring together a large number of famous and most reputed music artists within a grand stage, the event will also be used as a medium for community service that will include providing entertainment to people as well as donate significant amounts of sum to various charitable organizations like old age homes, orphanages, cancer hospitals and some war torn countries where millions of people are starving. The proposed event will be one of the largest music festivals in the whole world and it is expected a huge number of international music stars will take part in the festival. The primary scope of this event is to host a large scale music festival at a suitable venue for maximum number of audience. Further scope of the project includes renting of Wembley Stadium for the music festival, arranging seats for allowing around 110,000 spectators in the festival, run the festival over two days in the weekend, inviting popular music stars from around
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4EVENT PLANNING AND PROJECT MANAGEMENT the world and successfully hosting the festival with the best viewing experience, safety and security. 2. Event Objectives The main objectives of the event are determined as follows. To provide entertainment to people and music fans all around the world To prepare a grand stage for music festival To raise funds for donating to various old age homes, orphanages and some war torn countries around the world 3. Entertainment Activities Since the main focus of this festival is to host music performances from world famous artists, the entertain activities will be based on music. However, keeping in mind the possible number of children taking part in the festival along with their family members, there will be activities for children in the festival as well. Furthermore, in addition to the entertainment activities and events, there will be stalls for food and drinks as well. The event authority also aims to provide maximum safety and security to all the spectators who will participant in this grand festival. 4. Target Audience While the event will be hosted in London, England, the event management team aims to make it a global festival that will see the festival being participated by music fans from all around the world. There is no specific target audience for the event as this event has been
5EVENT PLANNING AND PROJECT MANAGEMENT planned for people of all age groups as well as from different professions including sportsmen, acting and others. While for the adult spectators, there will be the music festival run for two days in the weekend, there will children activity event in the Wembley practice ground where the children will be able enjoy during the festival team. 5. Event Deliverables There are several deliverables of the event explained in the following points. Overall Event Management Plan– In order to deliver such a global scale music festival, a detailed event management plan is necessary. Hence, it is important for the event manager to develop an event charter that will include as aspects of the project including scope, timeline, budget, risk management plan and others. On approval of this event management plan, the entire project will be approved in order to proceed further. Development of Event Management Team– For hosting a global scale music festival, a huge amount of human resources is necessary. Again, for efficient handling of these human resources, specific teams are to be developed and the human resources are to be allocated to these teams based on their skills and competencies. The entire event management team will include volunteers, stage preparation team, marketing and promotions team, security team, safety and first aid team and others. Selection of Venue– As per the initial discussions, the festival is set to be held in London, England. However, the exact venue of the festival has not yet been confirmed. The majority of the event management has voted for Wembley Stadium owing to its capacity and central location in the city but the Olympic Stadium has also been considered as an alternative.
6EVENT PLANNING AND PROJECT MANAGEMENT During the planning phase, a specific venue for the festival has to be selected so that suitable preparations can be made for the festival accordingly. Preparations for Festival– Since this festival will be a global scale event, detailed preparations are necessary. These should include the decoration of the stadium, preparation of security systems for the festival, installing safety measures, booking 6 star hotels for the music stars and other VIPs participating in the festival, construction of food and drinks stalls, children entertainment areas and others. Finally, funding requirements are to be analysed and sponsors will be contracted for investing in the festival. Invite Popular Musicians– For performing in the event, the team needs to invite a host of popular musicians around the world. The performances from the musicians will ensure the festival will be of global level and will attract a large number of spectators from around the world. However, inviting a large number of popular musicians will also significantly increase the overall budget for the event and hence, planning is to be done accordingly. Execute the Festival– The final deliverable is to execute the event over a period of 2 days in a selected weekend. After all the preparations for the festival are complete, the event will be executed as per the plan. Moreover, steps should be taken to ensure safety and security of the musicians as well as the spectators so that every person inside the stadium has a great experience of the festival. 6. Project Management Tools and Techniques The work breakdown structure for the project is shown in the following diagram.
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7EVENT PLANNING AND PROJECT MANAGEMENT Music Festival in London Event Planning and Discussions Phase Initial Planning and Proposal of the Festival Get Appointment with Government Discussion with Government Regarding the Festival Get Approval for the Festival Analysis of the Feasibility of the Festival Prepare Festival Draft Go Ahead for the Festival Detailed Planning and Preparation Preparation of Event Charter Define Scope of the Event Determine Event Objectives Determine Number of Human Resources Required for Managing the Event Prepare Stakeholder and Human Resource Management Plan Develop Event Schedule Determine Budget for the Festival Analyse Risks of the Event Take Measures to Solve the Risks Prepare Communication Plan Finalize the Charter Get Approval for the Charter Marketing and Promotions Hire Marketing Team for the Event Start Marketing and Promotion of the Festival Invite Musicians to Perform in the Festival Invite High Profile Guests to Visit and Enjoy the Festival Project Execution Rent the Stadium for Festival Appoint Volunteers Decorate the Stadium with Lights and Banners Install Large Sound Boxes and Field Televisions Purchase Musical Instruments Prepare Parking Space Prepare Children Entertainment Area Build Food Stalls Build Drinks Stalls Build Souvenir Shops Install Safety System Construct Entry and Exit Routes Finalize the Project Event Execution and Closing Host the Festival Donate Funds Raised to Charity Review of the Festival Final Closing Figure 1: Work Breakdown Structure of the Project (Source: Created by Author) The proposed schedule for the project is shown in the following table. Task NameDurationStartFinishPredecessors Music Festival in London168 daysMon 7/2/18Wed 2/20/19 EventPlanningand Discussions Phase 42 daysMon 7/2/18Tue 8/28/18
8EVENT PLANNING AND PROJECT MANAGEMENT InitialPlanningand Proposal of the Festival 15 daysMon 7/2/18Fri 7/20/18 Get Appointment with Government 5 daysMon 7/23/18Fri 7/27/182 Discussionwith GovernmentRegardingthe Festival 5 daysMon 7/30/18Fri 8/3/183 Get Approval for the Festival 2 daysMon 8/6/18Tue 8/7/184 Analysis of the Feasibility of the Festival 5 daysWed 8/8/18Tue 8/14/185 Prepare Festival Draft5 daysWed 8/15/18Tue 8/21/186 Go Ahead for the Festival5 daysWed 8/22/18Tue 8/28/187 DetailedPlanningand Preparation 38 daysWed 8/29/18Fri 10/19/18 Preparation of Event Charter 10 daysWed 8/29/18Tue 9/11/188 Define Scope of the Event2 daysWed 9/12/18Thu 9/13/1810 DetermineEvent2 daysFri 9/14/18Mon 9/17/1811
9EVENT PLANNING AND PROJECT MANAGEMENT Objectives Determine Number of HumanResourcesRequired for Managing the Event 2 daysTue 9/18/18Wed 9/19/1812 Prepare Stakeholder and Human Resource Management Plan 2 daysThu 9/20/18Fri 9/21/1813 Develop Event Schedule5 daysMon 9/24/18Fri 9/28/1814 Determine Budget for the Festival 5 daysMon 10/1/18Fri 10/5/1815 Analyse Risks of the Event2 daysMon 10/8/18Tue 10/9/1816 Take Measures to Solve the Risks 2 daysWed 10/10/18Thu 10/11/1817 Prepare Communication Plan 2 daysFri 10/12/18Mon 10/15/1818 Finalize the Charter2 daysTue 10/16/18Wed 10/17/1819 Get Approval for the Charter 2 daysThu 10/18/18Fri 10/19/1820
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10EVENT PLANNING AND PROJECT MANAGEMENT Marketing and Promotions20 daysMon 10/22/18Fri 11/16/18 Hire Marketing Team for the Event 3 daysMon 10/22/18Wed 10/24/1821 StartMarketingand Promotion of the Festival 10 daysThu 10/25/18Wed 11/7/1823 InviteMusiciansto Perform in the Festival 5 daysThu 11/8/18Wed 11/14/1824 Invite High Profile Guests to Visit and Enjoy the Festival 2 daysThu 11/15/18Fri 11/16/1825 Project Execution54 daysMon 11/19/18Thu 1/31/19 Rent the Stadium for Festival 2 daysMon 11/19/18Tue 11/20/1826 Appoint Volunteers3 daysWed 11/21/18Fri 11/23/1828 Decorate the Stadium with Lights and Banners 10 daysMon 11/26/18Fri 12/7/1829 Install Large Sound Boxes and Field Televisions 12 daysMon 12/10/18Tue 12/25/1830
12EVENT PLANNING AND PROJECT MANAGEMENT Final Closing2 daysTue 2/19/19Wed 2/20/1944 The Gantt chart of the project is accordingly developed as follows.
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13EVENT PLANNING AND PROJECT MANAGEMENT IDTask Mode Task NameDurationStartFinishPredecessorsResource NamesCost 0Music Festival in London 168 daysMon 7/2/18 Wed 2/20/19 $1,298,400.00 1Event Planning and Discussions Phase 42 daysMon 7/2/18 Tue 8/28/18 $142,800.00 2Initial Planning and Proposal of 15 daysMon 7/2/18 Fri 7/20/18Event Manager,Festival Supervisor $51,000.00 3Get Appointment with 5 daysMon 7/23/18 Fri 7/27/182Event Manager,Festival Supervisor $17,000.00 4Discussion with Government Regarding the 5 daysMon 7/30/18 Fri 8/3/183Event Manager,Festival Supervisor $17,000.00 5Get Approval for the Festival 2 daysMon 8/6/18 Tue 8/7/184Event Manager,Festival Supervisor $6,800.00 6Analysis of the Feasibility of the Festival 5 daysWed 8/8/18 Tue 8/14/18 5Event Manager,Festival Supervisor $17,000.00 7Prepare Festival Draft5 daysWed 8/15/18Tue 8/21/186Event Manager,Festival Supervisor$17,000.00 8Go Ahead for the Festival 5 daysWed 8/22/18 Tue 8/28/18 7Event Manager,Festival Supervisor $17,000.00 9Detailed Planning and Preparation 38 daysWed 8/29/18 Fri 10/19/18 $131,600.00 10Preparation of Event Charter 10 daysWed 8/29/18 Tue 9/11/18 8Event Manager,Festival Supervisor $34,000.00 11Define Scope of the Event 2 daysWed 9/12/18 Thu 9/13/18 10Event Manager,Festival Supervisor $6,800.00 12Determine Event Objectives 2 daysFri 9/14/18Mon 9/17/18 11Event Manager,Festival Supervisor $6,800.00 13Determine Number of Human Resources Required for 2 daysTue 9/18/18 Wed 9/19/18 12Event Manager,Festival Supervisor,Human Resource Manager $9,200.00 14Prepare Stakeholder and Human Resource 2 daysThu 9/20/18 Fri 9/21/1813Event Manager,Festival Supervisor $6,800.00 15Develop Event Schedule5 daysMon 9/24/18Fri 9/28/1814Event Manager,Festival Supervisor$17,000.00 16Determine Budget for the Festival 5 daysMon 10/1/18 Fri 10/5/1815Event Manager,Festival Supervisor $17,000.00 17Analyse Risks of the Event 2 daysMon 10/8/18 Tue 10/9/18 16Event Manager,Festival Supervisor $6,800.00 18Take Measures to Solve the 2 daysWed 10/10/18 Thu 10/11/18 17Event Manager,Festival Supervisor $6,800.00 19Prepare Communication Plan 2 daysFri 10/12/18 Mon 10/15/18 18Event Manager,Festival Supervisor $6,800.00 20Finalize the Charter2 daysTue 10/16/18Wed 10/17/1819Event Manager,Festival Supervisor$6,800.00 21Get Approval for the Charter 2 daysThu 10/18/18 Fri 10/19/18 20Event Manager,Festival Supervisor $6,800.00 22Marketing and Promotions 20 daysMon 10/22/18 Fri 11/16/18 $17,200.00 23Hire Marketing Team for the 3 daysMon 10/22/18 Wed 10/24/18 21Human Resource Manager $3,600.00 24Start Marketing and Promotion of the Festival 10 daysThu 10/25/18 Wed 11/7/18 23Marketing Manager $8,000.00 25Invite Musicians to Perform in the 5 daysThu 11/8/18 Wed 11/14/18 24Marketing Manager $4,000.00 26Invite High Profile Guests to Visit and Enjoy the 2 daysThu 11/15/18 Fri 11/16/18 25Marketing Manager $1,600.00 27Project Execution54 daysMon 11/19/18Thu 1/31/19$949,200.00 28Rent the Stadium for Festival 2 daysMon 11/19/18 Tue 11/20/18 26Festival Supervisor $2,800.00 29Appoint Volunteers3 daysWed 11/21/18Fri 11/23/1828Human Resource Manager$3,600.00 30Decorate the Stadium with Lights and 10 daysMon 11/26/18 Fri 12/7/1829Other Team Workers $200,000.00 31Install Large Sound Boxes and Field Televisions 12 daysMon 12/10/18 Tue 12/25/18 30Other Team Workers $240,000.00 32Purchase Musical Instruments 5 daysWed 12/26/18 Tue 1/1/1931Other Team Workers $100,000.00 33Prepare Parking Space5 daysWed 1/2/19Tue 1/8/1932Other Team Workers$100,000.00 34Prepare Children Entertainment 5 daysWed 1/9/19 Tue 1/15/19 33Other Team Workers $100,000.00 35Build Food Stalls2 daysWed 1/16/19Thu 1/17/1934Other Team Workers$40,000.00 36Build Drinks Stalls2 daysFri 1/18/19Mon 1/21/1935Other Team Workers$40,000.00 37Build Souvenir Shops2 daysTue 1/22/19Wed 1/23/1936Other Team Workers$40,000.00 38Install Safety System2 daysThu 1/24/19Fri 1/25/1937Other Team Workers$40,000.00 39Construct Entry and Exit Routes 2 daysMon 1/28/19 Tue 1/29/19 38Other Team Workers $40,000.00 40Finalize the Project2 daysWed 1/30/19Thu 1/31/1939Festival Supervisor$2,800.00 41Event Execution and Closing 14 daysFri 2/1/19Wed 2/20/19 $57,600.00 42Host the Festival2 daysFri 2/1/19Mon 2/4/1940Festival Supervisor,Volunteers$26,800.00 43Donate Funds Raised to Charity 5 daysTue 2/5/19Mon 2/11/19 42Event Manager$10,000.00 44Review of the Festival5 daysTue 2/12/19Mon 2/18/1943Event Manager$10,000.00 45Final Closing2 daysTue 2/19/19Wed 2/20/1944Event Manager,Festival Supervisor,Human Resource Manager,Marketing Manager$10,800.00 Event Manager,Festival Supervisor Event Manager,Festival Supervisor Event Manager,Festival Supervisor Event Manager,Festival Supervisor Event Manager,Festival Supervisor Event Manager,Festival Supervisor Event Manager,Festival Supervisor Event Manager,Festival Supervisor Event Manager,Festival Supervisor Event Manager,Festival Supervisor Event Manager,Festival Supervisor,Human Resource Manager Event Manager,Festival Supervisor Event Manager,Festival Supervisor Event Manager,Festival Supervisor Event Manager,Festival Supervisor Event Manager,Festival Supervisor Event Manager,Festival Supervisor Event Manager,Festival Supervisor Event Manager,Festival Supervisor Human Resource Manager Marketing Manager Marketing Manager Marketing Manager Festival Supervisor Human Resource Manager Other Team Workers Other Team Workers Other Team Workers Other Team Workers Other Team Workers Other Team Workers Other Team Workers Other Team Workers Other Team Workers Other Team Workers Festival Supervisor Festival Supervisor,Volunteers Event Manager Event Manager Event Manager,Festival Supervisor,Human Res STMFTSWSTMFTSWS Jul 1, '18Aug 12, '18Sep 23, '18Nov 4, '18Dec 16, '18Jan 27, '19Mar 10, '19 Figure 2: Gantt Chart of the Project
14EVENT PLANNING AND PROJECT MANAGEMENT (Source: Created by Author) 7. Project Team Management and Structure Project team management is necessary in order to ensure all the stakeholders of the project understand and perform the roles and duties assigned to them. The appropriate structure for the project team for this festival will include the following stakeholders. StakeholderRole Event ManagerTo manage and control the entire event Human Resource ManagerTo recruit human resource required for the festival Marketing ManagerTopromotetheeventforgatheringmaximum audience Festival SupervisorTo supervise all the activities performed in the event 8. Budget for the Project The budget for the project is divided in two parts – cost for human resources and cost for material resources. The usage rates of human resources are shown in the following table. Resource Name Type Max. Units Std. RateOvt. RateCost/UseAccrue At Base Calendar Event Manager Work100%£250.00/hr£0.00/hr£0.00ProratedStandard
15EVENT PLANNING AND PROJECT MANAGEMENT Human Resource Manager Work100%£150.00/hr£0.00/hr£0.00ProratedStandard Marketing Manager Work100%£100.00/hr£0.00/hr£0.00ProratedStandard Festival Supervisor Work100%£175.00/hr£0.00/hr£0.00ProratedStandard VolunteersWork100%£1,500.00/hr£0.00/hr£0.00ProratedStandard OtherTeam Workers Work100%£2,500.00/hr£0.00/hr£0.00ProratedStandard Accordingly the budget for the project based on the rates of the human resources and using bottom up estimation is shown in the following table. Task NameResource NamesCost Music Festival in London£1,298,400.00 EventPlanningand Discussions Phase £142,800.00 Initial Planning and Proposal of the Festival Event Manager, Festival Supervisor£51,000.00 Get Appointment withEvent Manager, Festival Supervisor£17,000.00
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16EVENT PLANNING AND PROJECT MANAGEMENT Government Discussionwith GovernmentRegardingthe Festival Event Manager, Festival Supervisor£17,000.00 Get Approval for the Festival Event Manager, Festival Supervisor£6,800.00 Analysis of the Feasibility of the Festival Event Manager, Festival Supervisor£17,000.00 Prepare Festival DraftEvent Manager, Festival Supervisor£17,000.00 Go Ahead for the FestivalEvent Manager, Festival Supervisor£17,000.00 DetailedPlanningand Preparation £131,600.00 Preparation of Event Charter Event Manager, Festival Supervisor£34,000.00 Define Scope of the EventEvent Manager, Festival Supervisor£6,800.00 DetermineEvent Objectives Event Manager, Festival Supervisor£6,800.00 Determine Number of HumanResourcesRequired EventManager,FestivalSupervisor,£9,200.00
17EVENT PLANNING AND PROJECT MANAGEMENT for Managing the EventHuman Resource Manager Prepare Stakeholder and HumanResource Management Plan Event Manager, Festival Supervisor£6,800.00 Develop Event ScheduleEvent Manager, Festival Supervisor£17,000.00 Determine Budget for the Festival Event Manager, Festival Supervisor£17,000.00 Analyse Risks of the Event Event Manager, Festival Supervisor£6,800.00 Take Measures to Solve the Risks Event Manager, Festival Supervisor£6,800.00 Prepare Communication Plan Event Manager, Festival Supervisor£6,800.00 Finalize the CharterEvent Manager, Festival Supervisor£6,800.00 Get Approval for the Charter Event Manager, Festival Supervisor£6,800.00 Marketingand Promotions £17,200.00 Hire Marketing Team forHuman Resource Manager£3,600.00
18EVENT PLANNING AND PROJECT MANAGEMENT the Event Start Marketing and Promotion of the Festival Marketing Manager£8,000.00 InviteMusiciansto Perform in the Festival Marketing Manager£4,000.00 Invite High Profile Guests toVisitandEnjoythe Festival Marketing Manager£1,600.00 Project Execution£949,200.00 Rent the Stadium for Festival Festival Supervisor£2,800.00 Appoint VolunteersHuman Resource Manager£3,600.00 Decorate the Stadium with Lights and Banners Other Team Workers£200,000.00 Install Large Sound Boxes and Field Televisions Other Team Workers£240,000.00 PurchaseMusical Instruments Other Team Workers£100,000.00 Prepare Parking SpaceOther Team Workers£100,000.00
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19EVENT PLANNING AND PROJECT MANAGEMENT PrepareChildren Entertainment Area Other Team Workers£100,000.00 Build Food StallsOther Team Workers£40,000.00 Build Drinks StallsOther Team Workers£40,000.00 Build Souvenir ShopsOther Team Workers£40,000.00 Install Safety SystemOther Team Workers£40,000.00 Construct Entry and Exit Routes Other Team Workers£40,000.00 Finalize the ProjectFestival Supervisor£2,800.00 EventExecutionand Closing £57,600.00 Host the FestivalFestival Supervisor, Volunteers£26,800.00 Donate Funds Raised to Charity Event Manager£10,000.00 Review of the FestivalEvent Manager£10,000.00 Final ClosingEventManager,FestivalSupervisor, Human Resource Manager, Marketing £10,800.00
20EVENT PLANNING AND PROJECT MANAGEMENT Manager Now, the costs for material resources are shown in the following table. ActivityExpected Expenditure Rent Fee for the Stadium£1,500,000 Decorations, Banners, Promotions£50,000 Seat Arrangements, Centre Stage Set Up£50,000 White Smoke, Fireworks, Lights, Pyro£10,000 Musical Instruments and Music Sets£25,000 Seat Arrangements and Numbering£5,000 Loud Speakers and Bass£15,000 PortableToilets,Food,Drinksand Souvenir Shops £25,000 InstallationofSafetyEquipmentsand Emergency Camps £15,000 Wages and Payments£1,500,000 PaymenttotheParticipatingMusic Performers and Superstars £5,000,000 Total£8,195,000
21EVENT PLANNING AND PROJECT MANAGEMENT Hence, the final total budget of the music festival is set at approximately£10,000,000. 9. Awareness of Potential Risk Factors There are certain risks associated with the festival that need to be mitigated in order to ensure the success of the festival. Some of the potential risk factors are follows. Very High Budget– Hosting a global scale festival will consume significant amount of budget. Hence, without sufficient funding and investment, the event management team may not be able to pull off the event. Furthermore, since this festival is been hosted for the first time, the team will find it difficult to find a suitable investor. Safety Issues– With around 1,500,000 people attending the festival per day, it is clear that there is high risk of safety issues occurring especially if the event management team is not aware of possible issues. The team must emphasize on efficient handling of the large crowd as well as make space for emergency exit for people falling sick. 10. Evaluation and Control of Project Theentireprojectwillevaluatedbasedontheperformanceofthefestival.The performance will be judged by a number of factors including participation of the number of spectators, revenue generated, television and digital media coverage, partnership with a number of business organizations and others. Based on the evaluation of the project, it will be decided whether the festival will be repeated the next year as well.