Christmas Event Planning: Evaluating Structure, Marketing & Financials

This report details the planning of a Christmas event in Birmingham, covering various aspects from event categorization by size and scale to the roles of public, private, and voluntary sectors. It identifies internal and external impacts on the event, evaluates planning issues such as aim, objectives, venue, and theme, and defines suitable organizational structures for event teams. The report analyzes and applies different marketing techniques, evaluates their potential success, explains financial objectives including sponsorship opportunities, and investigates legal and risk management issues. Finally, it analyzes methods to measure the effectiveness of the event, providing a comprehensive overview of event planning and management.

PLANNING AN
EVENT

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Range of diverse events categorize by size and scale..................................................................3
Public, private and voluntary sector's role in event industry.......................................................3
Internal and external impact on event from individual and organization...................................4
Critically identifying and evaluate the planning issues for Christmas event, including aim,
objectives screening, venue, theme, programme, entertainments................................................4
Critically defining the various organizational structures of events teams and applying the best
suited structure to the Christmas events.......................................................................................5
Analysing and applying the different marketing techniques for the Christmas event and
Evaluating the potential success of the chosen techniques..........................................................7
Critically explain the financial objectives of your event and possible sources of income, to
include sponsorship opportunities................................................................................................8
Investigate the legal and risk management issues applicable to the event..................................9
Analysing methods to measure the effectiveness of the event.................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Planning and event in the country making describing about the process of managing the
projects with meeting the objectives by establishing the shows and building the teams for
organising the party and event in the country. For this project report is about planning the
Christmas event mainly in the Birmingham country. As Christmas festival is mainly celebrated n
the birth if the Jesus Christ. Various traditions being celebrated by the countries and with
observing the tradition and teaching on the basis of the religions. This event is mainly planning
with organizing the annual festival of the year and celebrated among various individual. This
project report provides details about the explaining the rage of categories and events with size
and scale, also the public private and voluntary role in event industry and the internal impacts on
individual and organization. Further explaining about the plaining issues for the event with
defining aim, objectives, theme, venue. Also, critically defining various organizational structures
of the events teams. Also, analysing different marketing techniques for choosing success. Also,
explaining the financial objectives with investigating the legal and risk management issues.
Lastly analysing the methods for measuring effectiveness of event.
MAIN BODY
Range of diverse events categorize by size and scale
Events are defined about assembling various public and individual for the purpose of the
celebrating, educating and reunion. There are various types of events on the basis of scale and
size mainly termed as private, public, live and charity events. Private events are comprised the
wedding, parties, and festival gatherings also the exhibitions and trade shows. Public events
mainly including the business dinners, conference meeting, launching of various products and
networking events. Live events mainly including the musical events festivals and porting
festivals organized in the country. Lastly the charity events including auctions based on charity,
sponsored cycling, walking, running these are various outdoor events which is mainly
categorized under the range of size and scale.
Public, private and voluntary sector's role in event industry
Various sectors role in the event's industry including, under the public sectors its role is
mainly supporting and managing the event mainly organized at the large level. It is mainly
supporting in organize and facilitating the events as by funding and providing the skilled labour
with delivering various possible resource for organize the public event. Private sector role in the

event industry as it help in organize planning and scheduling the private events. As by
maintaining targeting the audiences and ensuring these are market and targeted properly.
Furthermore the voluntary sectors play main role as for achieving and conducting the event o
successful manner (Bikakis, Kalogeraki and Gunupulos, 2018). As mainly helps in organizing
brining skilled individual with reducing cost and achieving success with working efficiently.
Internal and external impact on event from individual and organization
Internal events are mainly defining as about social gathering and organising various
meeting and conferences for running the business and organization in the successful manner. It
mainly impacts the individual and society at great extent as it aids in providing various
opportunities for implementing the teams and facilitation the relations between various
individuals. As the events mainly organise at internal level help in achieving the objectives as by
organise various meeting conferences for achieving the purpose and communicating for
developments.
Furthermore, the events impact at social level as the external impact as it mainly gives the
positive impacts on various individual and societies and helps in better interaction and
celebrating the various festivals and gives meaningful impacts. The events which are organized
have various political impact as of various laws and rules governing the country impacting
organize of an event also the amount of revenues and profits gained with organize and events
gives better economic impacts (Dowson and Bassett, 2018). Also, it helps in gaining the local
businesses and visitors for attending the events in the country as it assists in bringing the
societies together. With developing the resources.
Critically identifying and evaluate the planning issues for Christmas event, including aim,
objectives screening, venue, theme, programme, entertainments
Organising and managing the planning event involves the aims, objectives with defining
all the following details as:
Aim: Main aim is to foster and increases the socializing among communities with Conveying the
message and increase for tolerance, brotherhood, love. Further, achieving and organizing in the
successful Christmas event.
Objectives:
 To grow the audience as for providing memorable experience
 To increasing revenues around 10% with organising memorable event

Venue:
Organising event at Birmingham as the country is the most multicultural attracting various
individuals consisting of unique communities as the country diversity is its strength. As it mainly
attracts large number of individual with providing the best shopping experiences with attracting
as magical theatre and shopping.
Theme: Christmas party them.
Programme/ entertainments: This Christmas party programme aids in supporting with
providing the comfort and joyful experience with sharing the food and drink party. with full
directions allowing various individual belonging from the different cultures. The party surrounds
with the unique toasting and roasting as of fire shows with music and light festival. As by
lightning the Christmas trees. Also, establishing the Santa brownies with fountain chocolate.
Also, adding fun to them with establishing and providing various fun props to all the audiences
with asking and red caps of Santa with attending the event. The entraining part as by organize the
live music sessions with magical lightning festival for celebrating the Christmas.
With planning about the whole Christmas event, certain issue faced as in planning
process are as about the budgets while designing the menu for providing various dishes at
affordable range to individual with affordable prices of tickets. Further, organise event require
large number of skilled and potential individual for working and achieving the successful event
of Christmas. With gathering the individual for marketing and supplying the tickets for the
Christmas event is the issue faced while planning this event. Further plaining with organize
about the hindrance occurring due to weather and issues related to lightening and any issue
raised during the event is the problem faced with the lack of backup plan for weather issues
(Cowper, 2021). Also, security issues occur and more number of audiences entered for attending
the event resulted in reducing the proper dinner plates and available food and other appliances
arranges for food and beverages which resulted in more budget.
Critically defining the various organizational structures of events teams and applying the best
suited structure to the Christmas events
Organisational structure is mainly defining about the methods for approaching various
activities with coordinating various staff personnel’s. These structures are mainly adopted as for
working smoothly by dividing various task among the group of individual which are skilled and

having the potential abilities with coordinating work by managing different task for achieving
the success. There is various organizational structure:
Functional structures: These organizational structure are mainly used for organizing the
employees with acquiring specific skills and knowledge’s. This structure is mainly followed as
by specifying and dividing various individual based on their expertise and their areas of
knowledge’s.
Divisional structures: This organizational structure, this is mainly used by organizing
the activities and employees based on the products and various service groups, markets and their
job role. As dividing the employees related to the products as of organising the marketing and
sale team for using the productions.
Matrix structures: it is mainly constituting of more than one leader directing and
controlling employees working in the company by completing the task. With using this structure
helps in designed and organising the teams with producing and organising about various services
according to the new project requirements (Oh and Han, 2020). It is mainly adopted for setting
and arranging business with restraining and self gaining various relationships with matrix. It
mainly helps in allowing and using the resources in efficient way with reducing the costs
Hierarchy structures: Hierarchy structure is mainly described as the chain of command
and control from the higher level of individual. The higher level of command given by the
official mainly helps in ensuring about working and achieving the common goal as by uniting the
efforts of various employees working in the company.
Suitable structure for organizing the Christmas events for celebrating the festival is
hierarchy structure. Event planning and hierarchical structure for planning Christmas event:

Analysing and applying the different marketing techniques for the Christmas event and
Evaluating the potential success of the chosen techniques
Marketing techniques are mainly used for promoting the business and provide various chances
for achieving the profits for the business. With adopting the various marketing techniques helps
in ever-increasing more audiences and better target market with increasing and engaging the
consumers for attaining the event which is planned for achieving various objectives for leading
the planned event. With using the marketing theory for promoting the event mainly planned for
organizing the Christmas. As promoting the place and the event with using techniques. Different
techniques used for marketing the Christmas event as:
Sharing the event detail on using social media: Using this marketing techniques as by
making promotions with using the videos and the social media sites for promoting the event. As
by organising the press meeting with attracting the media and promoting it on the websites (Lies,
2019). Also, engaging various influencers, volunteer for supporting the events with generating
and making posts on the social media by using hash tags helps in spreading the awareness and
inviting various influential individual for attracting large audiences.
Partnering with various influencers, sponsors, artist and performers: Using this
marketing technique helps to attract large number of audiences. As by partnering aids in giving
and creating better experience by reducing the cost and boosting the marketing as it helps in
Event director
Program
coordinator
Event planner Program
manager
Venue
coordinator
Set up crew Booking
manager
Volunteers Environment
controller
Risk manager
Equipment
coordinator
Sound manager Transporting
Cleaning
associate Dancers
Marketing
department
Social media
handling
Sales manager/
executive
Coordinator for
promotion
Food and
beverages
department
Chefs and
caterers
Food and
beverage
manager
Sponsoring
executive

enhancing the event with reaching to large audiences for targeting and motivating for
commencing and attending the event as for experiencing entertainment.
Giving early bird discounts: As using this marketing approach with giving the 10%
early bird discount before conducting the event helps in marketing and attracting large audiences
which are conscious for paying the ticket prices. This helps in increasing the sales of the tickets
helps with creating the interest of various audience as for registering individual for registering
for the Christmas event.
Creating blogs : With creating various blogs helps in increasing and marketing about the
Christmas events which is organized in the country Birmingham. This pre marketing of the event
by posting and blogging about the event with posting and attracting audiences with pictures and
attracting the initial audiences with seeing the pictures of how event look like and be organized
with providing brief information with detail and services provided in the event.
Thus using all these marketing technique helped in promoting and marketing the
Christmas events as it resulted in achieving the positive outcomes by increasing the ticket sale,
with targeting the large audiences and engaging more number of individual with blogging and
initially partnering the event with blogging and partnering with various influences and sponsors.
Also, posting the pictures and detail about the events helped in attracting large number of
audiences with gaining the discount and encouraging the cost-efficient individuals (Samuel, and
et.al., 2021). This mainly helped in achieving the business objectives with achieving success as
by organizing and planning Christmas event successfully.
Critically explain the financial objectives of your event and possible sources of income, to
include sponsorship opportunities
The main financial objectives for organizing the Christmas event is mainly increasing the
revenues with 10 %. Also, serving the best with providing the memorable experiences to the
audiences by increasing the awareness of organize the Christmas event and engaging more
number of audiences for successfully organizing the Christmas event (7 Add-Ons to Boost Your
Event Income, 2022). Every event which is being organized needs profitability. Various event
incomes including sponsorship are as follows:
Governmental granting: Granting form the government aids in improving ease for
running the event in public place and helps in increasing various tourists by achieving the
importance with increasing tourists for attaining the annual Christmas events.

Selling the sponsorship: this is the best way for generating the revenues and income. As
it offers various powerful opportunities in an event while sponsoring it as promoting the photo
booth, Wi-Fi options. As it is mainly providing the large amount of financial contribution and
helps in generating additional revenue for the event (Miao, 2019). Thus, it also helps in creating
the awareness of organizing an event. Also, by Selling the sponsorship packages by ensuing
about the specific parts as achieving pays for the venues and merchandising the ads.
Selling to the ad spaces: for generating revenues selling the ad spaced on the event
banner to the other advertisers helps in generating revenues. As allowing the large ad space to
the others, and by Selling the vent logos and printing logo to other helps in generating revenue
for organizing an event with Selling sponsors by to others and market on banners .
Offering VIP tickets : With Selling the VIP tickets helps in earning more additional
source of income with organizing event. As the main feature of this event as with providing the
specific and VIP area as of attending the social opportunity with treating specifically by getting
various offers and discounts at the Christmas event while shopping (Little, Fogg-Rogers and
Sardo, 2022). Also, this VIP discount and tickets aids in providing access with group packages,
family packages for attending the Christmas event in the country and enjoining various
entertaining and special dinner options.
Thus, the best option for generating the income from an event is mainly about the
sponsorships and providing VIP ticket this has helped in increasing additional income and
gaining the revenues (10 revenues streams ,2022). With using all these methods for ever-
increasing the revues helps in organising better events in future and aims in achieving confidence
and engaging audiences with providing best experience with the Christmas event.
Investigate the legal and risk management issues applicable to the event
Various legal risks and management issues faced and applicable to an event are as follows:
Licences and permissions: For managing the event various licence and permissions
must be obtained as for planning the event in the country. The public entertaining licence,
Selling alcohol drinks with organizing the dinner party, obtaining the land bond, planning for
implementing various trees, using the planning facilities permissions, environmental and hygiene
factors must be considered (Khir and et.al., 2019). These are mainly the issues faced while
planning and organising the event. Further obtaining the environmental and planning event with
the hygienic factors must be complied by the event planner.

Intellectual property: Obtaining the rights of licensing the music rights. These issue
faced while planning for the event as for organising the live music and magical night for
celebrating the Christmas event .
Privacy: This issue faced while managing the event as the risk associated with the
privacy of the various individual involving and arriving at the event. Securing the personal
information of al attendees for successfully planning and achieving the objectives of an event
with complying laws.
Safety and refunding: This is the issue faced a while contrasting for an event safety and
security concerns as of providing the proper safety environment and taking responsibility for
achieving the hazardous attendees and providing all the food products and dinner with various
entertainment service by securing the attendees interest.
Insurance: The risk in managing in an event as of insurance, when the uncertainties and
event gets cancelled due to any situation. The policy must be signed and insurance for an event
must be the for securing the amount and protecting the expenses occurred.
Disability issues: While planning an event the disability issues face as for those
individual which are disabled from the body for accessing and providing the enough an extra
space and secure areas at an event (Mateos and et.al., 2020). Thus, these all issues faced as of
legal and managing the while planning and organizing an event .
Analysing methods to measure the effectiveness of the event
Various methods used for measuring the effectiveness for the events including:
KPI : The KPI is used for measuring the success, as it helps in monitoring the
performance. With evaluating the number of member involved and engaged while attending the
Christmas event. This mainly helps in providing details about the success of an event achieved
with observing its performance.
Post events surveys by taking feedback: After successfully completing the Christmas
event asking questions from various attendees for an event. As by taking feedback helps in
analysing the effectiveness with obtaining the positive feedback from the individual.
Monitoring social media activity by checking reviews: further with monitoring as of
using the social media apps and websites by checking the reviews helps in obtaining the effective
information with reviewing comment, tweets.

Live polling on apps and websites: With using the apps and live polling helps in
monitoring the effectiveness of an event and its impacts with gathering the view about the
Christmas events.
With sales generated: With reviewing the sales and revenues generated after Selling the
tickets of the event organized helps in monitoring the effectiveness of an event. Also, it helps in
measuring about the goals achieving and measuring success with the revenues attained and sales
generated with counting the attention of various attendees.
CONCLUSION
From the above report it can be concluded that planning an event for celebrating the
Christmas festival required detail workings. As there are mainly public, corporate, private events
related to size and scale. Planning issue mainly occurred as of organizing the adequate budgets
and the shortage of required individual for working and planning the big event in the
Birmingham. As the suitable organizational structure for planning and organize the Christmas
event is hierarchy structures. Also, various methods and different sources of incomes helps in
generating the funds for the events.

REFERENCES
Books and Journals
Bikakis, N., Kalogeraki, V. and Gunupulos, D., 2018. Attendance maximization for successful
social event planning. arXiv preprint arXivpp.1811.11593.
Cowper, A., 2021. When is a Christmas party not a Christmas party? When it’s in Downing
Street. Bm. 375.
Dowson, R. and Bassett, D., 2018. Event planning and management: Principles, planning and
practice. Kogan Page Publishers.
Khir, M. M and et.al., 2019. Exploring the Legal and Safety Issues amongst Event Planners and
Venue Managers in Malaysia. INTERNATIONAL JOURNAL OF ACADEMIC
RESEARCH IN BUSINESS AND SOCIAL SCIENCES. 9(3).
Lies, J., 2019. Marketing intelligence and big data: Digital marketing techniques on their way to
becoming social engineering techniques in marketing. International Journal of
Interactive Multimedia & Artificial Intelligence. 5(5).
Little, H., Fogg-Rogers, L. and Sardo, A.M., 2022. The Christmas Lectures: extending the
experience outside the lecture theatre. Journal of Science Communication. 21(2).
p.A01.
Mateos, R.M., and et.al., 2020. Integration of landslide hazard into urban planning across
Europe. Landscape and urban planning. 196. p.103740.
Miao, Q., 2019. What affects government planning for climate change adaptation: Evidence from
the US states. Environmental Policy and Governance. 29(5). pp.376-394.
Oh, S.Y. and Han, H.S., 2020. Facilitating organisational learning activities: Types of
organisational struture and their influence on organisational learning and
performance. Knowledge Management Research & Practice. 18(1). pp.1-15.
Samuel, M., Choi, H., Kang, H. and Lee, M.J., 2021. Sustainable Event Planning: An
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Online
10 revenues streams .2022.[Online]. Available through:<https://www.purplepass.com/blog/10-
revenue-streams-you-can-implement-for-your-event-for-cheap/>
7 Add-Ons to Boost Your Event Income.2022.[Online]. Available
through:<https://www.eventbrite.co.uk/blog/9-add-ons-to-increase-event-revenue-ds00/>