Event Report in Australia (pdf)

EVENT REPORT

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Setting up plan.............................................................................................................................1
Stakeholders................................................................................................................................3
Venue Suitability.........................................................................................................................4
Risk Assessment..........................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Creation the template of any post event report is a significant part of the event that has
been organised. The purpose of doing so is that it assist the organiser as well as client to gain the
in-depth insights regarding the relevance of the event. Along with that as the event include
enormous data of expenses, revenue as well as number of total attendees which help to effective
plan for future and make better decision by examining the previous report or event effectively
(Sagen, 2015). For the better understanding of report Melbourne Convention and Exhibition
event has been considered which provide one of the largest spaces in Australia to conduct the
event. Due to the venue and building they hold the event has received huge recognition. This
report cover following topics like set up of the event, identify the role of internal as well as
external stakeholders. Further, create a risk matrix for the event are covered in this report.
MAIN BODY
Setting up plan
Australia-China Trade Expo (ACTE 2019) is an international event that take place every
after 13 years and held at Melbourne, Victoria. As it is conducted in large scale so whenever the
event takes place it gather the attention of huge buyer attendance. The two countries named
Australia and China share good relations with each other reason being they share strong
economic similarity. This is the necessary platform that offer huge advantage and prosper the
long term benefit by encouraging free trade and healthy relation with one another. The whole
setup of the event take place in such a manner it expand opportunities for business and cover
various activities like service trade, cultural exchange, project investments, commodity trading
and so on (Jones, 2017). The purpose of whole event is to maintain the deep connection between
countries like Australia and China.
Event Promotion
The event promotion is the vital part as until / unless people are aware, the purpose of an
event cannot be fulfilled. Further, promoting the large event crates the market buzz and
guarantee the success as it enhances the percentage of attendances. As Australia-China Trade
Expo organises event at large scale due to which it look for various platform such as tradition
media and digital media to target the event effectively. In detail company uses the social media,
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its website, create email marketing as well as print media to influence the market and get
privilege to be the part of event.
Thus, in order to leverage the existing market and promote business effectively the event
uses different promotion activities. These activities are defined below:
 Webinar: It carries the event information as well as slides that led the audience to gain
the detail information regarding audience (Whitelaw and Wrathall, 2015). This basically
help the audience to seek the information and conduct learning activities which is offered
by the company.
 Blog: The role of respective tool is to promote the event by describing about the whole
set up. Especially to conduct the large scale events like, Australia-China Trade Expo hire
the most suitable bloggers that have huge followers and frequently go through the blog
and remain connected with the help of comment section.
 Social media: It is basically a community of like minded people who come together and
remain connected. This is one of the most suitable places to promote the event as is cost
effective method and within small period of time it can gather huge attention.
 Affiliated marketing: This a part of digital media which can be used by the Australia-
China Trade Expo event to create win win situation. Here, the event manger can promote
their brand on most frequently visited site like new channel where customer visit on the
frequent basis.
Technologies
Along with this the company make sure that these tools and techniques are effectively
used so that the right message is delivered to the public with the help of right content. Apart from
all these technique the organizer of event makes they uses significant technology like digital
media (Plante and et. al., 2017). This not only help to communicate the value to audience and
promote the event but it also help to analyse success of an event. Additionally, it consist of
google analytics that help to provide the result at real time. It include conversation rate, bounce
rate, online sources that promote the audience to take step and finally increase the traffic and so
on. Hence, this can shape the event as it get whole information regarding various parameters
directly associated with the functioning of an event.
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Stakeholders
Stakeholders are the individual that may or may not be the part of an organisation but
their interest lies in the functioning of business. In relation while organising event the
stakeholder show their interest by planning, organising, implementing as well as promoting the
event (Dotan and et. al., 2016). Some, of the internal as well as external stakeholders that are
associated with Australia-China Trade Expo are discussed below:
 Event organizer: It include the event management company, sponsor, funder as well as
investor.
 Employees and Workforce: These are the part of internal stakeholders that involve
contracted crew, staff supplied either by contractors or firms that hire labour as well as
volunteers. Their remuneration directly gets affected by the event's profitability.
 Supply Chain: It involve vendors that supply the necessary product or service which are
required for the event. Along with that to maintain safety precautions the organizer
maintain emergency services such as ambulance, fire extinguisher and so on which are
the part of safety as well as security.
 Participants: This part include contestants, exhibitors, performers,speakers, trader and
athletes.
 Attendees: Attendees are the visitor, fans, customers, audience and spectators for whom
whole event is sponsored.
 Regulatory Bodies: These are the legal bodies that ensure whether the functioning of an
event takes place in an ethical manner or not. It involve central, state as well as local
authorities, agencies, police as well as other legal bodies (Mallen and Adams, 2017).
 Community: These are the interested group such as NGO, protestor as well as media
that function together and form a network to analyse the activities of event.
However, out of all the stakeholders, the most crucial ones are Event Organiser,
Employees, Suppliers as well as Regulatory Bodies. Thus, it is essential to map these
stakeholders based on the interest which they have with respect to the event as well as their
influence within the same. Thus, a detailed stakeholder map is showcased below:
POWER
INTEREST Event Organiser Employees
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Regulatory Bodies Suppliers
Thus, all these stakeholders mentioned above have their own level of power as well as
interest associated with the event (Gupta and et. al., 2016). However, it is necessary that each
stakeholder and their expectations are properly analysed and complied by event organisers. For
example, expectation of employees would be to work in a flexible and effective working
environment. Thus, providing them the same would result in their enhanced productivity and
better results. Similarly, in context with regulatory suppliers, they decide the laws and
regulations that must be obeyed by the firm in organising an event. Thus, compliance with the
same would result in their long term support.
Venue Suitability
For any event, the most important element which must be taken into consideration is
venue of the event. The site on which the event would be held is the most prime source of
attraction for the attendees of event. In context with Australia-China Trade Expo, Melbourne
Convention and Exhibition Centre has been chosen for the event. Thus, following is a detailed
critical evaluation of the venue in relation to the event:
 Site Accessibility and Movement:
The very first aspect which comes into mind regarding the venue is its accessibility and
size. As for Melbourne Convention and Exhibition Centre, it has an area of over 70,000 square
metres, which, by far, is one of the largest areas covered by such centre (MELBOURNE
CONVENTION AND EXHIBITION CENTRE EXPANSION, 2019). In terms of accessibility, the
site has almost 9,000 square metres of flexible areas that could be used by the organising team as
well as attendees to ease their movement up around the whole venue. Moreover, equipments and
machines too could be easily move around within the venue which would further ease the work
of participants within the Trade Expo to bring in their offerings effectively.
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Illustration 1: Way to Melbourne Conventional and Exhibition Centre
(Source: Melbourne Convention and Exhibition Centre: Getting Here, 2019)
As described above, it could be seen that the centre is highly accessible as it is
surrounded by subway stations, which could help individuals reach the centre effectively (Barron
and Ali-Knight, 2017). Moreover, flexible routes and driveways are also available, showcasing
the convenience of movement towards getting to the venue.
 Congestion:
In terms of congestion, the centre is known to have more than 17,000 rooms ranging in
different sizes. Moreover, its architecture has focused on creating innovative spaces throughout
the venue, which removes the hindrances of congestion in the venue (Parent and Chappelet,
2017).
 Use of Space For People:
For the trade expo, big theatres with immense seating facilities, along with presentational
spaces are required for participants to showcase themselves and their products to a wide number
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of audiences. Within the convention centre, there are several theatrical spaces available for vast
number of audiences within the same. Some of the prominent spaces for people are displayed
below:
Illustration 2: Concerts and Shows: Plenary 1
(Source: Concerts and Shows: Plenary 1, 2019)
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Illustration 3: Concerts and Shows: Plenary 2
(Source: Concerts and Shows: Plenary 2, 2019)
Thus, as displayed, there are several events for which the spaces have been showcased.
Thus, in order to conduct an expo which is quite big and requires effective space for more than
1000 people, then the centre has enough space to include them appropriately.
 Parking Facility and Convenience:
The parking area of Melbourne Exhibition and Convention Centre is quite huge to
accommodate a large number of vehicles. Furthermore, an appropriate and sequential facility is
provided for a flexible movement of cars and other utility vehicles (Samdadiya, Ranjan and
Mirchandani, 2015).
Thus, the analysis above clearly reflects that Melbourne Exhibition and Convention
Centre is highly appropriate to conduct Australia-China Trade Expo within this venue. This
would be quite suitable in terms of accessibility, movement, convenience as well as
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accommodating a large number of audience who would visit to witness the event within the
convention centre.
Risk Assessment
Every event management project is exposed to several types of risks that could jeopardise
its implementation in a preset manner. In addition to this, these risks could hinder the success of
the event and could a certain level of inconvenience that could cause a complete failure of the
event (Authority, 2016). Thus, to assess the same, a risk matrix is being developed below, which
would help the firm in forecasting the risk associated with the project along with its possible
consequences and corrective actions.
RISK SEVERITY CONSEQUENCES CORRECTIVE
ACTIONS
Equipment Failure VERY HIGH
Its consequences
would be including a
complete failure of
event and decreased
reputation.
To ensure the same,
tests must be run
beforehand to ensure
that there are no faults
in machines and
equipments.
Medical and
Accidental
Emergencies
VERY HIGH
It might lead to several
injuries to the person
exposed to this risk,
maybe even death,
which would cause
havoc in employees
and participants both.
Crisis Management
Plans must be
developed and proper
safety gears must be
employed to ensure
protection of
stakeholders.
Fire and Electrical
Issues VERY HIGH
Might lead to loss of
life and a complete
destruction of
infrastructure of the
venue.
Fire insurances, alarms
and emergency
evacuation systems
must be implemented
Food Safety Issues HIGH Poor health of people Food Inspections
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having meals would be
a severe consequence.
could be adopted by
the management team
to ensure safety.
Insufficient Budget HIGH
Poor Quality of Event
would be organised
with a wide scope of
improvement.
Different sources of
funding like Bank
Loans must be adopted
by the event
management company
to acquire more funds.
Inappropriate Security
Management MEDIUM
This risk might lead to
theft of valuables and
other essential
belongings of people
attending the event
(Liang, 2016).
Security Cameras,
checking as well as
competent firm must
be approach for the
same.
Inadequate Staff
Members MEDIUM
Might lead to
overburden on existing
employees.
Recruitment agencies
must be contacted to
employ individuals on
zero hour basis.
Inaccessible Power
Supply MEDIUM
The event won't be set
up on time as well as
there would be high
quality issues
regarding the same.
The firm must contact
electrical suppliers to
ensure that the supply
is maintained
consistently
throughout the event
management..
Data Theft MEDIUM This threat would lead
to loss of
confidentiality which
could have severe
To ensure betterment
in this condition, the
organisers must buy
software that could
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consequences like loss
of trust amongst
participants, reducing
odds of success.
digitally protect the
confidential
information of
participants.
Last-Minute
Cancellations MEDIUM
This could lead to
disruption in
scheduling as well as
changes in timeline.
Participants must be
allowed after
contractual basis to
ensure certainty of
their engagement
throughout the event.
In-authenticate
Information LOW
Might lead to
inappropriate data
flow within the team
that might hamper the
quality issues in terms
of cost and time
throughout the event.
Communication
channels must be
established for teams
and equipments like
microphones and
communication tabs
must be hired to do the
job effectively.
Withdrawal of
Sponsors LOW
This would lead to a
bad reputation within
the event as companies
tend to showcase their
sponsors to develop
interest margins in
people.
Contracts must be
established and
implemented, which
states severe
consequences in case
they broke their
engagement.
Bad Marketing Plan LOW Might lead to absence
of information
amongst potential
targeted audience,
which could lead to
Firm must hire a
competent marketing
team which would be
responsible for
promoting the event
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lower footfall than
targeted.
internationally to
increase effectiveness.
Crowd Management LOW
It would result in a
ruckus within the
event, that would
cause inconvenience to
elder individuals as
well as children.
Crowd must be
segregated using
appropriate personnels
to manage the crowd
and maintain effective
discipline (Ishikawa
and et. al., 2016).
Traffic Management LOW
Might result in delay
of several individuals
to make it on time to
the event as well as
this would also cause
inconvenience to the
local public.
There are several ways
surrounding the venue.
Thus, a specific rout
must be blocked for
local individuals
which would help in
better management of
traffic and providing
convenience to people
on the road.
CONCLUSION
Thus, it could be effectively concluded by the information above, that event management
is an essential aspect that must be included as a crucial aspect by project teams in order to ensure
effectiveness in their events. Effectively setting up the plan along with promotion and usage of
technology leads to development of a prominent pathway that is necessary for accomplishment
of the event. Moreover, it is necessary to map stakeholders to analyse their expectations and
work accordingly and ensure their long term engagement with the company. In addition to this,
evaluating the site allows to gain insight regarding the suitability of the same with respect to the
event that is being planned. Lastly, creation of a risk matrix enables in analysing potential risk
factors and prioritising them on the basis of severity, which allows them to judge their
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consequences, along with better understanding of the corrective actions which could be taken to
make the event a success.
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