One Day Food and Drink Festival: Planning, Marketing, and Financial Objectives

This report covers the planning, marketing, and financial objectives of a One Day Food and Drink Festival at St Martin's Square in Birmingham. It discusses the range and diversity of event categories, different types of events in various sectors, internal and external event impact, identification and evaluation of planning issues, organisational structure of event teams, marketing techniques, financial objectives, and sponsorship opportunities.

Planning an Event

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Range and diversify of event categories by their size..................................................................3
Different types of events takes place in varied sectors................................................................3
Internal and external event impact...............................................................................................4
Identification and evaluation of planning issues in event............................................................5
Evaluation of various organisational structure of event teams....................................................5
Analyse and application of different marketing techniques group will consider for event and
potential success of chosen technique..........................................................................................6
Explanation of financial objectives of event and possible sources of income including
sponsorship opportunities............................................................................................................7
Legal and risk management issues applicable to one day food event..........................................8
Evaluating the methods that are used for measuring the effectiveness of the event....................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Event planning is an activity of managing and coordinating a project such as convention,
festivals, party, tradeshow etc. It widely comprises of budgeting about various activities that will
take place in event, scheduling all tasks, selection of site, acquiring necessary permission,
arranging speakers and décor, manage security and many more (Alibašić, 2022). A successful
event planning involves setting a goal with a budget, locate an attractive venue and conduct
proper branding. For this report, the chosen event is One day Food and Drink Festival at St
Martin's Square in Birmingham. Its objective is to provide one day entertainment and exotic food
to people of Birghighum.
This report covers planning issues in an event as well as its aim and objectives. It defines
various organisational structure of event teams and applied most suitable structure to proposed
event. It highlights different marketing techniques for event and their success as well as
investigates risk management issues applicable to event.
MAIN BODY
Range and diversify of event categories by their size
Events are widely classified into categories like private, corporate and charity. Private
events may includes weddings, parties, festival gatherings etc. which can take place in small to
big sizes events depending on individuals choice. Another is corporate event which are used to
promote companies and their business or products in form of conferences, networking events,
meetings etc. Size of such events varied on basis of how much an organisation wants to diversify
their programmes (Biazzo and Filippini, 2021). Next are charity events which are organised by
individuals to raise money for certain cause such as sports events, society functions, charitable
auctions etc. Range of such events is relatively small it is voluntary for individual to attend and
contribute to specified cause.
Different types of events takes place in varied sectors
Public sector: Government authorities actively participates as well as organised, support
and facilitated programmes made for communities. These are generally conduct for welfare of
public or to carry out special task like election campaign, healthcare programmes etc. Role of
public sector in event industry is to increase community engagement, participation, celebrating
community, building society spirit and giving back to community.

Private sector: These are the kind of events where individuals wants certain guests to
arrive at venue of event. These typically have guest list of people who can attend the event and it
is not open for general public. Events like corporate meetings and seminars of big organisations
are some type of private sector event (Camilleri, ed., 2019). Private sector contributes heavy
amount of money in event industry as it they frequently organised events and also brings major
sponsorship to various programmes.
Voluntary sector: Events conducted by individuals to promote certain activity and to
make profit from that. These events are usually organised to entertain people and provide them
opportunity to enjoy and relax. Events like concerts, food festivals, carnivals are some type of
voluntary event. Role of voluntary sector in event industry is very significant as these kind of
events take place frequently which results in generating more profits.
Internal and external event impact
Internal impact within event industry is associated with its strengths and weaknesses.
Strength of event industry includes its group of skilled and qualified individuals who are able to
carry out any events effectively. Team working is one of the major aspect of successful event
planning. In the proposed event at Birmingham, internal individuals like organisers, marketers
and team members of event plays a high impact on success of event. Organisers have the
responsibility to make proper action plan for events and ensure that all team members follows
the same (Capriello, 2018). Marketers are the people who will offer their products and services
at food festival so that they can increase awareness and recognition of their brand. Catering good
quality food and beverages to people attending event can result in more profitability for event
planners. One of the crucial part is played by team members as they need to ensure everything is
going according to plan and to maintain security, safety, hygiene and law and order at venue.
External factors affecting event industry are those forces organisations have little or no
control over. These includes following elements:
Political- Within event industry, these factors associated with change in government
policies or laws related to permissions of venue, security of public, necessary license for food
festival, permits for using speakers etc. These plays high impact on event industry as all
organisations need approval of government before conducting any event.
Social- Factors including people opinions, choices and preference in certain event. In
food and drink festival, it is essential for organises to keep in mind different types of needs of

individuals to widely cater variety of foods to public so that it can result in more popularity of
event.
Economical- Variables like income level, age group, inflation rate, number of sponsors
highly impact event industry. These factors are the major determinant of how many number of
people will attend event as it involves ticket price, targeted age group and sponsorship from
various parties (Chrpa, Pilát and Gemrot, 2021). (Eifling, 2021).
Environmental- Factors that can impact environment like climate change, plastic waste,
extra usage of energy and transportation of public etc. impacts operations as well as activities
within event industry. In Birmingham, organisers must ensure that people do not waste food and
do use plastic items.
Identification and evaluation of planning issues in event
Planning an event is a complex process which involves taking care of many activities and
objectives to successfully accomplish an event. It is a responsibility of event teams to create an
action plan in advance to avoid issues they might face while practically working on field. In One
Day Food and Drink Festival event, team members face many challenges regarding venue,
theme, programmes and entertainment. Issues regarding venue were the unavailability of popular
venues as well as extra permissions, money and limited space in other venues. Organisers came
across several challenges in deciding a place that can fit large number of people without making
it overcrowded as the event will continue at night too. The team of events consists of many
people with different opinions about what will be the theme of event so that it can attract more
number of people which resulted in creating conflicts within team. Theme of an event is to
organise food and drink stalls with modern way as it create some innovation which grab the
attention of audience towards them to provide authentic taste in order achieve goals. (Gaber,
2020). The delay in deciding appropriate theme which every member agree upon becomes a
major issue while planning for event. Another issues arises related to what programmes should
be conducted and when to make people interested in event throughout the day. Organisers find it
difficult to decide the itinerary of activities that will take place in whole day. Entertainment
activities includes live band and various artist who show their talent to entertain people and also
they conduct talent hunt show for people with multiple talent. Problems related with this activity
is how they make it more attractive and innovative as per audience expectation so that people do
not get bore at event and enjoys at their fullest.

Evaluation of various organisational structure of event teams
Organisational structure refers to how will activities and information in companies will
flow from management level to employees. These widely includes deciding roles, duties, rules
and responsibilities of every member associated to organisation. Within event industry, it is
important for organisers and managers to follow effective organisational structure as it involves
continuous transformation of information from one person to another (Jore, Utland and Vatnamo,
2018). Various type of organisational structure available to companies to manage teams are
mentioned underneath:
Functional structure- In this structure, organisation is divided into various department
such as marketing, operations, venue coordination, hospitality, program coordination etc. which
allows people to carry out tasks of departments allotted to them and report to their assigned
manager. This results in improving productivity of each member and reduce duplication of
activities.
Divisional- This structure manages activities of organisation around geographical, market
or products groups. In this structure members of event team are grouped together on basis of
services they are provided and not for work they do (Ligthart, 2020). This allows team members
to better focus on available resources and facilitates managers to effectively monitor their
performances.
Flat structure- In this structure, organisation follows no hierarchy or chain of command
and allows individuals more autonomy. It has fewer management level as well as enhances level
of coordination and speed of communication between team members.
The structure most suited to One Day Food and Drink event is functional structure as
divides team members on basis of their speciality, skills or expertise. The structure most suited to
One Day Food and Drink event is functional structure as divides team members on basis of their
speciality, skills or expertise. As organisers make various teams and divide their members into
four group like entertainment, marketing, operations as well as make arrangement for event as
per their skills and interest. Further, they give responsibility and budget to them so they conduct
their practices with given resources in order to achieve the purpose of event. They divide task
into employees who has perfect knowledge about particular activities in order to perform the task
effectively as well as organise all the functions in a systematic manner.

Analyse and application of different marketing techniques group will consider for event and
potential success of chosen technique
Digital marketing techniques refers to the various methods that an event marketers can use to
promote their activities, services as well as spread awareness about their event to the large
number of people in a country. Their are various marketing techniques which marketer of One
Day Food and Drink Festival can use that is social media, digital marketing, email marketing,
paid media marketing and many more. All these marketing tools can benefit to them as they can
use this to promote their event activities as well as generate excitement and curiosity among
target audience in order to conduct it successfully(Masys, 2020). Various marketing techniques
with applications in reference to One Day Food and Drink Festival are as follow-
Social media marketing- It is most common marketing techniques which is mostly used
by all the companies, event team or organisers to improve their effectiveness as well as achieve
their goal easily. By using various social media platform such as Facebook, Instagram, LinkedIn
and many the marketer of One Day Food and Drink Festival can give advertisement on them to
attract large number of people. By posting and uploading reels, content, posters, pop page, pics
and GIF with attractive tag line, pictures or content they can spread awareness about their event
in whole country. By making page and profile on these platform and posting all these activities
they can connect better with people and grad their attention towards them.
Share press release with the media- It is most effective or better way to grab attention of
audience that can help them to achieve their event goals. As they can attract large number of
people with a press release, the marketer of One Day Food and Drink Festival can invite media
as a part of their event activities so they cover all necessary news related to that. They can also
grab the attention of new supporters, influencers as well as brand ambassadors by collaborating
with them to spread awareness about their operations (Morison, 2020). They can apply this tool
in their marketing strategy in order to make their event successful by gathering huge audience in
that.
The potential success by using these techniques are as follows: Expand their reach- Social media marketing helps organisers of One Day Food and
Drink Festival to reach their target audience in order to conduct their operation and make
their event successful. By posting content and information about their event purpose,

date, time and venue on page of social media platform they can trap the attention of large
number of people.
 Generate awareness- By inviting media during the preparation as well as operations of
event the marketers of One Day Food and Drink Festival can spread more awareness
about this in the target market which leads to increase in their revenue, brand value as
well as profitability.
Explanation of financial objectives of event and possible sources of income including
sponsorship opportunities
The financial objectives of the event is earn maximum profit, revenue as well as brand
value for the future growth as well as many more events. In order to achieve these objectives the
organisers of One Day Food and Drink Festival can make effective budget for utilising all
resources effectively. To conduct activities of event and for venue, theme or entrainment they
needed huge capital for fund (Okpoti and Jeong, 2021). To acquires the funds for One Day Food
and Drink Festival they can use various possible resources such as by taking loan from bank, by
inviting investors, sponsors and political party who are interested in their event they can raise the
fund easily.
Source of income
Organisers of One Day Food and Drink Festival can sell their sponsorships, sell tickets,
concessions to spectators and merchandise in order to use as their source of income. They can
also earn revenue by selling sponsorship and advertising space to organisations and corporations.
Sponsorship opportunities
Many big organisations and companies offers financial assistance to One Day Food and
Drink Festival to accomplish their promotional benefits. Sponsorships can come to One Day
Food and Drink Festival as a barter system including goods or service or as a cash exchange for
space to promote their company on the event. For making this event successful, they have taken
sponsorship from NEC company. It is advertising and commercial partnership opportunities for
engaging a massive audience. They also provide media at venue for having a full coverage of
event.
Venue selection: Venue is selected for One Day Food and Drink Festival is St Martin's Square
in Birmingham. It is very famous place as well as it very convenient for people to reach at this
venue easily as well as increases their experiences while attending it on time.

Work breakdown structure for One Day Food Festival is discussed below:
Illustration 1: Work breakdown structure
Legal and risk management issues applicable to one day food event
Legal issues in relation to event
Legal issues in context of business are concerned with varies aspects such as advertising,
licensing, data privacy, and contract management. Various legal issues in accordance with one
day food event are mentioned below: Licensing and permits- Issues can be faced by event organiser in relation to licensing and
permit aspect. It is imperative for event organisers to make compliance with laws of UK
government and arrange for a license and permits before organising a One Day Food
Festival event. Creation of right client contract base- It is desirable for event organiser of One Day
Food programme to create right contract by taking care of relevant terms and conditions
regarding their clients (Watson, 2021). These clients comprises of investors, sponsors,

supporting team and labour which plays an important role in making the event successful.
Their contracts mus be clearly defined in order to avoid any expensive litigation in future. Secure General liability insurance- Now a days, a commercial general liability insurance
can be chosen for even one day event. It is important for event organisers to secure a
commercial insurance before starting an event. In order to avoid any litigation or
uncertainty in future, it is imperative for them to secure a insurance for covering their
liabilities in an effective manner.
Risk management issues in relation to event
Risk management essentially enables a project success as well as reduce the likelihood of
severe potentialities by having a proactive approach in dealing with them. It also provides
necessary tools to businesses to access the potential risks. Risk management issues in accordance
with one fay food event at St. Martin Square are discussed below: Safety of employee and volunteers- It is a crucial for event organisers of One Day Food
programme to take care the risk relates to safety measures for volunteers as well as
employees. It is imperative for event organisers to assess this risk and take timely actions
in a proactive manner.
 Structural safety- It is important to ascertain safety related to infrastructure and seating
arrangement of people. It is imperative to maintain distance between differential food
stalls to avoid heavy rush of people (Wilson and Chakraborty, 2019). Event organisers
should inspect the erection of the infrastructure at the venue in order to ensure security of
visitors and maintain stability in operations in an effective manner.
Evaluating the methods that are used for measuring the effectiveness of the event
It is important for event organisers to ascertain various methods that can be used for
measuring the effectiveness of the event. Varied methods in relevance with one day food event
are discussed below: Closely monitor social media activity- It is imperative for event organisers to be engaged
with their social media profiles during the leading days of the event. This will helps them
to assess engagement of followers at social networking sites. They can track how rapidly
information of their event can be reach to differential users through share, like and
comment aspects. It is important for event organisers to check how potential attendees are
reacting or how increasingly they use event hashtags.

 Post event survey- Event organisers of one day food programme can take help of post
event surveys to check the effectiveness. They can simply ask to attendees through online
forms to mark likely or unlikely regarding their asked questions. Through this, event
organisers get a better idea of perceptions of attendees as well as make modifications, if
necessary. Sponsor recognition- Apart from the satisfaction of attendees, it is desirable to recognise
sponsor's satisfaction level. It is important for event organisers to evaluate the
recognisable factors for satisfying the sponsors in an effective manner. As event is
organised by their huge funding, their concern should be taken into consideration while
measuring effectiveness of the event. Revenue generated is a cause of great concern for
them as viability of their brands are linked with success of the event.
 Define key performance indicators- For measuring the effectiveness of event, it is
important to define some key performance indicators which help them to perform their
tasks in an effective manner. It is notable that key performance indicators should remain
in place for measuring the effectiveness. Most popular KPIs that cab be put in
consideration are revenues generated by selling tickets, attendee registration and net
promoter score for measuring the success of one day food event at St. Martin Square.
CONCLUSION
As per above presented information, it is concluded that the public, private, voluntary
sectors plays major role as per their terms and conditions in event industry. Internal and external
factors are people, staff member, social, political, environmental and economic which has great
impact on the activities and success of event. Market can use social media marketing and press
release techniques to promote their event to public. The legal and risk management issues are
licensing and permits, structural safety and many more related to event. The methods are post
event survey and sponsor recognition that are used for measuring effectiveness of event.

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