PROJECT MANAGEMENT PROJECT BUSINESS CASE

Running Head: PROJECT MANAGEMENT
New Urban House Music Festival in Dubai: Project Brief Document
Name of the Student
Name of the University

1PROJECT MANAGEMENT
Table of Contents
1. Project Background and Definition.............................................................................................2
2. Project Business Case..................................................................................................................3
2.1 Problem / Opportunity Statement..........................................................................................3
2.2 Expected Business Outcomes from the Project.....................................................................3
2.3 Organisational Impact............................................................................................................4
2.4 Project Overview and Description.........................................................................................4
2.5 Project Goals and Objectives.................................................................................................4
2.6 Project Assumptions and Constraints....................................................................................5
2.7 Work Breakdown Structure...................................................................................................5
2.8 Project Schedule and Cost Benefit Analysis.........................................................................7
2.9 Approvals.............................................................................................................................10
3. Details of Event.........................................................................................................................10
Bibliography..................................................................................................................................12
Appendices....................................................................................................................................14
Appendix 1: Gantt Chart............................................................................................................14
Appendix 2: Stakeholder Roles.................................................................................................16
Appendix 3: Risk Matrix...........................................................................................................16

2PROJECT MANAGEMENT
1. Project Background and Definition
For the purpose of entertainment and the promotion of urban house music in United Arab
Emirates (UAE), a new music festival named Mystic Dubai has been arranged. The festival will
be hosted in summer 2020 and will include performances from some of the famous urban house
musicians from around the world. The event is expected to attract a huge crowd and hence, the
selected venue for the event is Zayed Sports City Stadium – one of the largest and the most
iconic multipurpose stadiums in UAE. The current sitting area in the gallery is for 44,000 people
and it can be further increased to 60,000 during the concert. Once all the details of the event
including participation, sponsorships, estimated spectator counts and others, the venue will be
rented and promotions will be initiated to attract attentions from various corporates as well as
common people. In addition, for the purpose of coverage, various media companies will be hired.
As per the initial estimations and market trend, the event can be very successful if
appropriate promotions are done along with marketing and business strategy. International
spectators can also be entertained as there is a huge international tourist base in Dubai. Thus, the
event is expected to be not only popular and entertaining but also very much profitable for the
organiser. However, the organiser must also ensure the event is executed only after receiving
appropriate license and allowance from the government as well as ensuring all the safety and
security guidelines are fulfilled.

3PROJECT MANAGEMENT
2. Project Business Case
2.1 Problem / Opportunity Statement
This project mainly presents the opportunity for the promotion of a relatively new form
of music in the country as well as conduct significant amount of business from the entire event.
Considering the scale of the event, there is a significant business opportunity with the potential
for the organiser to earn in millions if the marketing, promotions and other arrangements are
done properly to attract sponsors and spectators including the local people as well as the
international tourists. However, initially, the organiser needs to spend significant amount of
funds for the purpose of venue rent, marketing, decorations and setting up of the venue,
contractor hiring and others. These funds are expected to be recovered from sponsorship money
as well as ticket sales as the chosen stadium is expected to be houseful.
In addition to spending funds and gathering profit from the event, it will also be required
a large number of staff including major stakeholders and project team members who will be
assigned with specific duties in the project. Contractor will also be hired for setting up the venue
for the event.
2.2 Expected Business Outcomes from the Project
As discussed already, in order to set up the entire event, there will be significant amount
of expenditure for the organisers that include wages of the project team and stakeholders, venue
rent, contractor for setting up and cleaning up of the venue, payments for the participant
musicians and bands, marketing and others. Hence, it is also evident that significant amount of
revenue is necessary in order to recover the expenses in the project and also keep significant
amount of profit.