Event Planning and Management

This article discusses event planning and management at Scotia Arena in Toronto. It covers target markets, marketing plan, leveraging/creative ideas, benefits and investments. The article also includes a bibliography.

Running head: EVENT PLANNING AND MANAGEMENT
Event Planning and management
Name of Student
Name of University
Author Note

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EVENT PLANNING AND MANAGEMENT
Table of Contents
Overview and Fast Facts............................................................................................................2
Target Markets and Marketing Plan...........................................................................................2
Leveraging/Creative Ideas.........................................................................................................3
Benefits and Investments...........................................................................................................4
Bibliography...............................................................................................................................5

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EVENT PLANNING AND MANAGEMENT
Overview and Fast Facts
Scotia Arena in Toronto is the premier sports and entertainment venue in Canada. It is
the home ground to the NBA team Toronto Raptors along with the NHL team Toronto Maple
Leaf. The arena can host over 20,000 fans with an acre of 61,780 sq meters in area. Hence,
the hosting of the event at this place can have a significant impact on the sponsor.
The date of the event can be set on 23rd November.
The location as stated previously can be in the Scotia Arena in Toronto.
The attendance can be that of the full capacity of the arena. The total attendance is
about 20,000 passionate fans of the game.
The theme of the game can be based on the dedication to the Army of Canada and the
United States. The game can be based on their honour for the service that they provide to the
country.
Target Markets and Marketing Plan
The target market in terms of psychographic segmentation includes:
Sports enthusiasts: The segment can be inspired with the hosting of the event
Military personnel: The game is played with the aim to honour them
Young aspiring athletes: An All Star Basketball team can help to inspire their
profession
College students: College students can learn a lot about the game
Celebrity people: These people can help in bringing about popularity of the event

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EVENT PLANNING AND MANAGEMENT
The marketing plan that needs to be executed for the game includes reducing the
prices of the tickets so that college students can attain the game. The players participating can
be involved in the promotion and it can be aired via social media. The key message that is
sent from the game is the dedication provided to the military personnel.
The sports arena is sophisticated and market oriented as can be seen from the manner
in which it is involved in hosting the games. It has been seen that the Arena has hosted over
2,300 events with over 39 million fans present for various events. Hence, it can be said that
the Arena is sophisticated as well as market oriented in gaining profit.
Leveraging/Creative Ideas
The climax that will be made after the game is over can include various types of
presentations. The ideas based on the climax of the game can be presented in the form of:
Musical closing ceremony: Rock bands and popular singers can provide Music so
that the game can be made into more entertaining. The bands and singers can be from Canada
and America alike.
Comedy performances: Stand up comedians can be asked to entertain the guests
during the break time and after the event.
Felicitation of the members: Every member participating in the game can be
provided with special recognition to commemorate their services to the sports.
Mini basketball games between the players and the celebrities: Celebrities TV stars
that appear for the event can be allowed to try out their skills against members of the All-star
team to make the event entertaining for the fans

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EVENT PLANNING AND MANAGEMENT
Playing some of the classic matches on screen: Classic basketball matches featuring
the players involved in the game can be showed on screen so that people that missed the
moments can witness it and other people can relive the moments.
Memento presentation to the military personnel: As the event is dedicated to the
military personnel, it is necessary that they be presented with memento that commemorates
the achievement made by them for the protection of both the countries.
Display of the brave service provided by the military: After the conclusion of the
game, display can be made about the achievement of the military personnel. The reason for
them being considered a hero can be displayed in these scenes. This can help young students
to chase their dream of joining the army.
Honouring the existing as well as ex-servicemen: Families of deceased military
personnel can be honoured and at the same time recognition can be given to the current
personnel working at the military to honour their services towards the country.
Benefits and Investments
The creative benefit that can be gained from the organising of the event includes
excessive cash gain from the tickets. These cash can be used to help in the development of
the military personnel, the base camp and the families of the military personnel.
With the hosting of the game, repainting of the stadium and conducting a concluding
ceremony, the estimated cost for the hosting of the All-star basketball match can be estimated
at about US $2 million.

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EVENT PLANNING AND MANAGEMENT
Bibliography
Austin, E.W. and Pinkleton, B.E., 2015. Strategic public relations management: Planning
and managing effective communication campaigns. Routledge.
Getz, D. and Page, S., 2016. Event studies: Theory, research and policy for planned events.
Routledge.
Jones, M.L., 2017. Sustainable event management: A practical guide. Routledge.
Van der Wagen, L. and White, L., 2018. Event management: For tourism, cultural, business
and sporting events. Cengage AU.