Event Planning: Vision, Mission, Objectives, Theme, Organizational Structures, Screening Process, Financial Planning, Venue Selection, Marketing Strategy

This document provides a comprehensive overview of event planning, covering topics such as vision, mission, objectives, theme, organizational structures, screening process, financial planning, venue selection, and marketing strategy. It emphasizes the importance of financial planning in events and explores different methods of funding. The document also discusses the process of venue selection and the use of work breakdown structures and Gantt charts. Additionally, it offers insights into effective marketing strategies for targeting the youth audience.

Event Planning
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Table of Contents
Introduction......................................................................................................................................3
Main body........................................................................................................................................3
1. Vision statement......................................................................................................................3
2. Mission statement....................................................................................................................3
3. Event Objective.......................................................................................................................3
4. Explain choice of theme, entertainment programme elements in relation to event objective.
.....................................................................................................................................................4
5. Explain various organisational structures and choose one of them. ......................................4
6. The screening process – explain the marketing, financial and operations screening process
(theory) and how it was applied to your event............................................................................5
7. Explain the use of work breakdown structures and Gantt charts............................................6
8. Importance of financial planning in an events and how events will be funded......................6
9. Venue selection.......................................................................................................................7
10. Marketing strategy ...............................................................................................................8
11. Importance of risk management and the process of risk assessment....................................9
12. Importance of event evaluation...........................................................................................10
11. Contingency plans...............................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
Appendix........................................................................................................................................13
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Introduction
Event planning is the project management which is basically of meetings, party, festivals,
ceremony and trade-show etc. event planning includes budgeting, planning food, theme
development, arranging activities, selecting speakers, managing risk, arranging equipments and
developing contingency plans((Kincic and et.al., 2016). The event which is going to be organised
is One- day Gala music event is conducting in Peckham Rye Park in London. This is going to be
conducted in coming year 20th February, 2021 at 5 pm onwards. Gala is the independent south
London festival and it is a type of club culture event. It is the inclusive party with renowned
sense of community. This report covers vision, mission and objective of the event. Choice of
theme, entertainment programmes element. Various organisational structures, screening process,
use of work breakdown structure and Gantt charts. It also covers importance of financial
planning in an event, selection of venue and marketing strategy. It also explains why risk
management is important and why event evaluation is important.
Main body
1. Vision statement
To deliver a unique music festival to the audience of London. To attract cultural events
and complementary arts and also to raise profits and revenue in event industry. Then to use that
funds to donate in charity and boost production in State. Also to increase the employment
opportunities for the youths. Music Event vision is to create and present the different screening
programmes and this will be relevant to both general and local audience.
2. Mission statement
Music event mission is to create that festival which celebrates and explores screen culture
of UK with distinctive programs of screening which increase the participation of local audience.
Mission is also to increase innovation and new screen production. Also to raise funds and profits
and raise profile of arts and culture in South London festival for audiences (Korir, 2018)
3. Event Objective
Setting objectives is the most important for the event organisers because it provides them
an idea why this event is to be conducted. Objectives provides a goal to conduct the event or
music festival. The objective of this music festival is to afford student opportunity to engage
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their innovation and arts in cultural activities. Also to promote the high level of human aspiration
and integrity and interest towards the music of the people. This encourage the performance of
London composers.
4. Explain choice of theme, entertainment programme elements in relation to event objective.
The choice of theme is the most important which is selected by the event industry. As it
should be in such way that it can attract more audience and customers. The theme which is used
in this music event is the EDM (electronic dance music). This includes dance music, club music
or simple dance also. It is generally used in nightclubs or music festivals. It is played by DJs.
They performs live music in the live concert(Kurbel, 2016) . The entertainment programmes
element are used in this music festival are food and beverages, night pool parties, a special meal
serves with drink. It also includes Motor City Drum, DJ Tennis, Horse Meat Disco, Nightmares
on wax. This time it focuses on street food and craft beer.
5. Explain various organisational structures and choose one of them.
Organizational structure refers to the process of hierarchy used in the organisation. This
may be used in the event industry also. There are various types of organisational structures that is
used in the organisations. These are discuss below:
 Functional structure : In functional structures, divides in smaller groups that is
according to specific roles and tasks performed by the organisation. Each group has a
event manager and director which evaluate the performance of individual working in the
company. They need to answer senior executive who sees the all multiple departments.
 Divisional structure : Big organisation uses divisional structure in their company. It also
divides the individuals into the groups. Each group mange its resources and sees their
budget. This structure provides flexibility to the large companies with many divisions.
 Matrix structure : This structure is a blend of Functional structure. As in this,
employees working in the company reports to two or more bosses depends on the
situation. It can be recorded as tough structure because in this employees should have to
report to multiple bosses (Matthews, 2015).
 Flatarchy structure : This structure is usually for small start-ups business. This involves
more decision making in organisational structure. In this employees are suggested to
create new ideas and creativeness. As the positive way of this structure is that it gives
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chances to every employee or worker. But on the negative side it creates confusion
among the managers.
According to this music event, functional structure is best suitable of the company
because in this workers working in different department like marketing, finance and IT
department needs to answer only to the senior executive. This also cannot create confusion
among the workers or managers. Another advantage of adopting this structure is that workers are
grouped according to their skill set and function(Middleton and Regan, 2015).
6. The screening process – explain the marketing, financial and operations screening process
(theory) and how it was applied to your event.
In the process of managing an event, there is very important phase, which is called as
screening process. This screening process is important as it covers an overall checking of
feasibility of the event management. In the present case of gala music festival which will be
conducted for one day will have following screening process, which is divided in three
categories:
 Market screening: This category of screening includes taking care of target market. This
means that organisers should take care of the fact that which market they are targeting
and marketing approaches should also be designed accordingly. This involves choosing
marketing techniques through which targeted customers will be made aware of the
organization of festival. In the present case, marketing tools that are adopted are different
channels of online media marketing and social media marketing. This is due to the fact
that in screening process, it has been identified that targeted audience is youth, who can
be connected through social media marketing easily.
 Operations screening: This is the process in which it is screened out that how activities
will be organised. In addition to this, resources will be organised those are essential to
carry out the operations with efficiency and effectiveness (Miskowicz, 2018). In the
present case, through operations screening, potential labour will be hired and also venue
will be selected along with all required resources.
 Financial screening: This is a process in which financial resources will be screened. In
other words, it can be explained as the process in which, it is determined that from where
the funds will be arranged and also how they will be allocated to different segments of
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the event. In the present case of gala music festival, financial resources will be arranged
from fund raiser programs, tickets and sponsors.
7. Explain the use of work breakdown structures and Gantt charts
Work breakdown structures
 Creating Measurable and Independent Tasks: The main purpose of a WBS is to
reduce complicated activities to a collection of tasks. This is important for the project
manager because they can oversee the tasks more effectively than the complex
activities(Morgeson, Mitchell and Liu, 2015). Assigning Costs to Each Task: Because the WBS tasks are measurable, the project
management can assign specific costs to each task. The WBS lets project managers
distribute the project budget into defined packages linked to the tasks and check to make
sure that the task costs in total don't exceed the total project cost.
Gantt charts
A Gantt Chart, in its simplest form, is a timeline that illustrates how the project will
progress during the project management process. And the timeline view offered by Gantt Charts
is proven quite useful for planning and scheduling projects. It helps project managers and project
teams to assess how long a project should take, determine the resources needed, understand the
dependencies between tasks, and plan the order in which each task will be completed if the
whole project is to deliver on time.
8. Importance of financial planning in an events and how events will be funded.
Financial planning is the planning of funds or budget which is to be decided in advance
where to spend, what to spend according to the standard budget. Financial planning is important
in events in various ways. Let discuss about this:
 Facilitates collection of optimum funds: Financial planning helps the organisations in
making optimum use of funds. As they avoid wastage and over capitalization of
funds(Müller, 2015).
 Fix appropriate capital structure: Financial planning helps in tapping appropriate
sources at right time for long- medium term funds. They are usually contributed by
shareholders, debenture holders and financial institutions.
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 Helps in operational activity: The success and failure of any business is depends on its
financial planning. If finance is smooth flow then productions and operations department
also runs smoothly.
 Proper utilisation of finance: Financial planning is the integral part of the business as
company needs to do proper utilisation of resources to make their success.
From this music event, funds will be raise through many methods such as:
 By host a fundraiser: This is the first way to raise funds by hosting a fundraiser. Like look
at crowdfunding and make an account for the Go fund me for getting good amount of
funds(Mysyk and Zhezhukha, 2019).
 Seeking sponsors: Company seek some sponsors and donors to sponsors their events.
This creates good impression in front of audience and also company gets funds. Ask to
businesses, companies and corporations whether they can sponsor their events or not. For
example- food drinks can be donated by any company, tissues can be donated by some
other company etc.
 Do yourself: This is the best method, if company can raise budget by their own. Like take
any middleman who can make flower bouquets, set tables and chairs and decorate by
their own.
This music event budget has the overall budget of $2,310. This includes cost of Venue
which is $600. then food and beverages and drinks budget is approx $500. Next is Entertainment
that is DJs $400. Event decorations $200. documentation $60. Audience services $250.
Invitations budget should be $100 and other expenses should includes $200. Sources of income
will be of sponsors, fundraiser and audience tickets booking. This is the overall budget which id
required to conduct the music event.
9. Venue selection
Venue is the selection of place where the event is to be performed. It needs to be at
proper location which is convenient to the audience and which increase the profits of the events.
There are various things which helps the organisers in selecting the venue:
 Audience size: First thing is seen by the organiser is what is the expected size of the
audience. This can be calculated through number of tickets sold(Poythress, Lee and
Young, 2020).
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 Audience convenience: Another is whether the venue is convenient to the audience or
not. Whether this place is at the proper location of not. Venue should be so far from the
reach of audience. And there should be good lightning and proper equipments.
 Venue history: Before going for the venue make sure that how many events are
successful in this location pastly. Because this gives an idea to the organiser that there
event will be successful or not.
 Venue fees: Venue fees should be consider in mind. As it should be within the budget
which is decided previously. It should not be so much high that organises cannot able to
afford that (Yigitcanlar and Teriman, 2015).
 Venue services: Next is seen that whether the venue services are good or not. Venue
should include security arrangements, staff should be well perfect, proper lightning,
anchors etc.
These are the various things or theories which are applied in this music festival event by
the organisers.
10. Marketing strategy
Target market is the particular group of customers to whom company wants to sell its
products and services. But in the case of event management company targets youths of the
populations to attract more towards their event.
Organisers of an event generally makes groups that is dance crowed, loyal heavy tribe.
Members of loyal heavy tribe are usually confident and engage more in festivals like these.
Dance crowed members usually comes for fun. However, music cannot relates with the person's
taste but it can helps the company in identifying the audience. Organisers mainly focuses on the
youths and students section to target for there music festival. Because they are the one who enjoy
EDM time of musics and other types of musics. They also enjoy drinks and beverages provides.
Marketing tools are used to build strong customer relationship, maximizing effort and
minimizing human errors. There are certain tools to reach to target market that are:
 Google analytics : Google analytics is the first way to identify the target audience for the
event. As by this organisers can easily understand customers behaviour and their location.
For example- website analytical tool, and social media management tools helps in
identifying audience.
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 Keyboard research: Key board research helps the organisers identify the language and
terms that is used to describe the business or event. Conducting of key research assist the
organisers to create and write unique content to target the audience.
 Facebook business sights: Another tool like Facebook business sites helps the company
in targeting the audience. As company provides all details about the music fest on its
Facebook page. This provides all information to the audience who are eager to come at
the event(Zeigler, Muzy and Kofman, 2018).
 Customer barometer: Customer barometer helps to pick and better understand of the
audience coming in the event. This helps the company to forecast trends. For example-
Email marketing is the another option which is used by the company to target audience.
11. Importance of risk management and the process of risk assessment
This is an important factor in any organisation as it help the business to identified,
evaluate, track and mitigate the risk which are present in the environment. And risk management
is the important process as it tell about the threats in their operating environment and allow them
to mitigate the risk. Without risk management the chances of losses are increase and decrease the
efficiency of the company (Bartlett, 2018). There are main five steps in the business in order to
evaluate the risk assessment process this are described below:
Identify the risk: the very first step is to identified the risk, which is used and operate in
the operating environment. There are various type of risk like legal risk, environmental risk,
market risk and many more.
Analyse the risk: Once the risk is identified, the risk needed to be analysis which
actually decrease the scope of risk. As there are the various factors which create the link in
between the risk and their factors.
Evaluate the risk: Risk need to be ranked and prioritize as after analysis of the risk,
which risk affect more in the business. A risk which is affected less in the business are try to
avoid to decline the cost of the risk.
Treat the risk: In the business every risk need to be addressed and treat in a way so that
it would never affect the business. This process can be done by connecting the experts of the
different field to which the risk is belong in the organisation.
Monitor and review the risk: It is understood that all the risk is not eliminated from the
business. Some of the risk are always there in the business and the best to handle those risk are to
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monitor and review those risk so that it is easy for the business for continuity and make a perfect
plan to monitor and review those risks.
12. Importance of event evaluation
Evaluation is the process where a general look is provided to examine the best way to
find out for the future events. Event evaluation is the important process where, both client and
stakeholders are checked that how the resources are used in the events in the context of gain the
objective that have been accomplished (Cervone, 2017). Other importance of event evaluation is
to make an overview of the impact on the economic, social, political, physical and other macro
factors which affect the business event in the industry. Keep updating with the event evaluation
improve the future events success. Event evaluation take place at the time when the work is
analysed and when the modification is needed in the event organisation.
There are various type of methods of event evaluation like; survey based evaluations
which actually reflect the people's reflection. Another method is media coverage, advertising and
publicity of the event which help the organisation to increase the success of the company. Post
event meeting evaluation is the method which is planned, implement and organised after the
event so that it encourage the people view point in the organisation (Getz and Page, 2016).
Another methods are blanket approaches, sample size, gathering information are the another
method which are used by the event planning. In the gala music festival, survey based evaluation
is used as it help the event management team to address the customers and make a real review in
order to get the high success rate.
11. Contingency plans
It is the planning at the time of any risk. There are various contingency plans used in this
event.
 Physical: At the time of fire, or natural disaster that can impact the events equipments.
 Team: Team can be suffer from illness and or any industrial strike.
 Technical: Every people rely on latest technology used in event. So for this barcode is
required for registration.
 Political: Any strike or protest can cause the event. So this needs to be considered in
mind.
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Conclusion
From the above report it has been concluded that this music festival has its own missions
and visions whose funds are donated to charity. Organisers get there funds from sponsors and
fundraisers etc. to increase there profits and revenue. Organisers uses functional structure to
organise their event but there is a challenge of applying this because workers cannot take
decisions by their own. This may create bad impact on them. Then various marketing tool that is
applied in the event is digital marketing methods. These help the event planners in making good
opportunities for targeting audience and increase their profits.
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References
Books and journals
Bartlett, M., 90 Minutes of Entertainment, Months of Planning, a Lifetime of Memories (Doctoral
dissertation, University of Wyoming. Libraries).
Cicerone, H.F., 2017. Disaster recovery planning and business continuity for informaticians.
Digital Library Perspectives.
Getz, D. and Page, S.J., 2016. Event studies: Theory, research and policy for planned events.
Routledge.
Kincic, S. and et.al., 2016, July. Bridging the gap between operation and planning models in
WECC. In 2016 IEEE Power and Energy Society General Meeting (PESGM) (pp. 1-5).
IEEE.
Korir, J.C., 2018. Network Capability and Performance: Link in Small Event Management
Ventures in Kenya. African Journal of Education, Science and Technology. 4(3).
pp.207-216.
Kurbel, K.E., 2016. Enterprise resource planning and supply chain management. springer-verlag
berlin an.
Matthews, D., 2015. Special event production: The resources. Routledge.
Middleton, S. and Regan, T., 2015. Performance-based Planning and Programming in the
Context of MAP-21 (No. DOT-VNTSC-FHWA-15-06).
Miskowicz, M. ed., 2018. Event-based control and signal processing. CRC press.
Morgeson, F.P., Mitchell, T.R. and Liu, D., 2015. Event system theory: An event-oriented
approach to the organizational sciences. Academy of Management Review. 40(4).
pp.515-537.
Müller, M., 2015. What makes an event a mega-event? Definitions and sizes. Leisure studies.
34(6). pp.627-642.
Mysyk, V.M. and Zhezhukha, V.Y., 2019. The impact of artificial intelligence on event-
management.
Poythress, J.C., Lee, M.Y. and Young, J., 2020. Planning and analyzing clinical trials with
competing risks: recommendations for choosing appropriate statistical methodology.
Pharmaceutical Statistics. 19(1). pp.4-21.
Yigitcanlar, T. and Teriman, S., 2015. Rethinking sustainable urban development: towards an
integrated planning and development process. International Journal of Environmental
Science and Technology. 12(1). pp.341-352.
Zeigler, B.P., Muzy, A. and Kofman, E., 2018. Theory of modeling and simulation: discrete
event & iterative system computational foundations. Academic press.
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Appendix
WPS
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Gantt chart
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