Event Management: Creative Event Proposal & Project Plan Report

This report provides a critical review of creative events and entertainment management, focusing on the tourism and hospitality industry. It includes an overview of the industry and sector, a review of relevant academic literature, and an analysis of creative events, entertainment, and market trends. The report proposes an "Omega Fun Fair" event, detailing its concept, design, aims, and objectives. It includes a rationale and justification for the event, along with an event project plan covering the target audience, venue, date, projections, and feasibility assessment. The report further outlines an event project implementation, hosting plan with a GANTT chart, promotion strategy, and resource allocation, including budgeting. The study uses primary and secondary research methods to support the event proposal.

Creative Events &
Entertainment
Management

Table of Contents
Critical review of relevant literature................................................................................................1
Overview of industry and sector.............................................................................................1
Review of relevant academic literature..................................................................................1
Analysis of the creative events and entertainment and market trends....................................2
Summary of findings..............................................................................................................2
Event proposal with aims and objectives...............................................................................2
Description of event concept and design................................................................................3
Rationale and justification for the proposed event in terms of concept and design..............4
Level and depth of research, evidence and critical analysis...................................................4
Event project plan (target audience, venue, date, projection and feasibility assessment etc.)5
Event project implementation..........................................................................................................5
Event hosting plan, including a GANTT chart.......................................................................5
Promotion strategy..................................................................................................................6
Resource allocation, including budgeting..............................................................................7
Pitch and presentation......................................................................................................................8
Synopsis as a pitch statement.................................................................................................8
References:.......................................................................................................................................8

INTRODUCTION
The tourism and hospitality industry is the highest revenue generating industry of the
world and contributes at the large scale in the global economy. The hospitality industry is full of
competitions as it contains all type of organisation SMEs and large scale. The event and
entertainment industry bring huge amount of capital and economic development the tourism and
hospitality industry (Wang and et. al., 2020). The present report will highlight the creation of the
new event along with its aims and objectives. The event organised is “Omega Fun Fair event”
and report will highlight the key factors of the planning of the respective event.
Critical review of relevant literature
Overview of industry and sector
The tourism and hospitality industry is for the relaxation and entertainment of the
customers as they offer the services that people enjoy during their leisure time (Jockel and
Dobler, 2006). The tourism and hospitality is the wide industry that focuses on the services that
customer needs or wants when they travel away from home. In the hospitality and tourism
industry there are several different sectors such as food and beverages, accommodation and
lodging and each offers different services to customers. The event and entertainment is one of the
key sectors of the tourism and hospitality industry and is known for attracting customers. The
purpose of this sector is to plan new events for the fun and entertainment of the customers and
guest visiting at particular place. For instance the events such as music concerts, clubs, birthday
party events, marriage events etc. for the entertainment in this industry there are water sports,
live shows, adventurous sports etc. Also they are useful in improving the infrastructure of the
organisations in this sector. Therefore, the tourism and hospitality industry invest huge amount in
development and growth of the event and entertainment industry. The aim of the report is to
develop rationale for the event and to identify the need of market for a event. The objective of
the report is to develop proposal for a new event in the event and entertainment industry and
ways to manage a creative event (Wang and et. al., 2020).
Review of relevant academic literature
According to the perspective of Surve, (2019), an event is the public gathering for the
purpose of fun, celebration, education, reunion, or entertainment. Different types of events are
classified on the basis of their size, type and most importantly genre. There are several types of
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events such as education fair, global level conferences, film festivals, award shows, sports event,
conferences, seminar, dance and music concerts etc. therefore event management is a huge
process of planning, organising, marketing and executing an event into reality (Karalis, 2020).
Analysis of the creative events and entertainment and market trends
Creativity is common factor for any event to be successful. A creative event is the one
which has its unique in design, concept and purpose in society (Stein and Evans, 2009). It is
analysed that more guest or customers are influenced and attracted with the creative events as
they provide them with new fun, experience and excitement. The creative event is remembered
by everyone for long term and also has a power shoeing the wonders to their guests. The creative
events also has a mission of providing the customers a unique and quality experience as the
events are meant to provide the individual a best and life long experience of their life.
Entertainment is the part of events and hospitality industry as most of the individuals
buys the service of this industry for entertainment (Allen, 2021). There are different sources of
entertainment in this sector such as clubs, casinos, Beach party, music concerts, etc. This sector
of hospitality industry conduct recreational activities such as adventurous sports, water sports,
parties, mu7sic concerts and shows as all are the part of entertainment.
Market trend of the event and entertainment industry is more about personalization.
Individuals are most leaning towards the personalized services, events etc. Therefore there is
huge market trend of thematic events for birthdays, marriages, concerts etc. in hospitality
industry the consumer’s behaviour has changed drastically and so is the events and entertainment
industry (Barrett, 2011). With growing economic value there is huge market trend of detonation
marriage events. Also in the market of hospitality industry concerts and casinos are majorly at
the trend and are also a good source for earning money.
Summary of findings
It is observed that the hospitality and tourism industry is major contributors in the global
economy. It is a find that the due to the industry the infrastructure of the destinations are
developed and improved as this causes attraction among the target customers. It is also find that
the demand of this industry among the customers is increased widely in order to have fun and to
make the special occasions of their live memorable (Jockel and Dobler, 2006).
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Event proposal with aims and objectives
The proposed event for this report is “Omega Fun fair event”. The event is the integrated
event that contains multiple activities for the fun, entertainment and enjoyment of the
individuals. The aims and objectives of the event are discussed below:
Aims of event
“The primary aim of the event is to earn profit of 40% of investment and to communicate the
message of environment safety and social responsibility by becoming mega event”. Study of
Omega Fun Fair event
Objectives of the event
 To earn profit in order to raise the economy of hospitality and tourism industry after the
implications of COVID-19 (Moss, 2010).
 To gain the world wide popularity and become a mega event in event and entertainment
sector.
 To provide guest an experience of different fun activities at one place and to provide
them life long experience.
 To spread message of social responsibility and environmental safety.
Description of event concept and design
Concept of event
The concept of the Omega Fun fair event is to organise an event that has integration of
different entertainment, adventurous and fun activities for the guest along with food and
beverages, music, dance etc. at one place. Behind this there is idea of collaborating different
entertainment sectors together in order to raise the economy collaboratively. This event has a
creative and innovative concept of coupling the different types of events together in order to
double the fun, entertainment and enjoyment in guest. After observing the short trip concept of
the guests the event industry has created this concept by which guest can experience more in
short time period without any fear of missing out (Almathami, Khoo-Lattimore and Yang, 2020).
The concept was also to save the cost of organising an event as at one land multiple businesses
can be operated and more profit can be earned. In the event there will activity fun activity for the
kids, adventurous sports for adults, dancing floor, live music opera, food and beverage counter
etc.
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Design of event
The event is designed with creativity and also by keeping the environment safety in mind. The
environment is the priority for the event and entertainment industry as they natures beauty is key
of attraction for any customer. The event is designed by keeping every single in mind such as
structure of the event, theme of event, decoration, colours, types of game, pattern of playing etc.
For the event all the decoration and infrastructure created is with the concept of environment
safety and sustainability. The event has infrastructure and decoration that is full of plants and
trees and also some unique decoration items are developed with waste items. This will help the
event in becoming popular (Bethell-Bennett, 2020).
Event design is the major part of event planning which enlist the different activities and
factors that are useful for the successfulness of the event (The Five Cs Of Event Planning, 2021).
Their is the concerned 5C theory that defines the design of the “Omega fun fair event” which
consist of five factors that are discussed below in context of the respective event:
 Concept: the concept of this event is to provide the visitors a common individual place
for food and fun activities in order to save their time during the vacation while visiting
the particular destination .
 Coordination: there is coordination team for the Omega Fun Fair event which will
coordinate the different functions and activities of the event together. The coordination of
this event is very simple firstly the participant will register for the event through website
and also pay digitally by which an e- ticket will be received. At the counter the tickets
will be verified and the further processing will be continued (Barrett, 2011).
 Control: the control is highly essential in order to make the event successful, for this
there is highly secured, control team that manages the security, turbulence and other
uncertain activities. In Context of Omega Fun Fair event the control team manges the
crowd and stops the registration after the certain amount of booking.
 Culmination: the best theory of event designing that focuses on how all the elements of
the event can be culminating together (Stein and Evans, 2009). In context of the Omega
Fun Fair Event the event must be a memorable experience for the visitors for which all
the functional areas such as different activity conductor, security, crowd control, event
manager must culminate together.
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 Control: after the some time the the vent is completed and must be closed out with proper
closing ceremony and review. In context of the Omega Fun Fair event some post
activities like formal termination of contractors, review and evaluation of success,
feedbacks and rating must be taken from guest arrived.
Rationale and justification for the proposed event in terms of concept and design
For the proposed event this concept is completely reliable and justified because as with
lives going busy in the work the people have very low time for vacation and within which they
wish to cover maximum spots and destination for their fun and also in the fear of missing out
(Moss, 2010). In order to meet this need of customers of hospitality and tourism industry
planning of such event that can make customers explore different fun activities, special food and
beverages all at one place is the best they can demand and expect. The concept also has huge
potential in gaining large amount of profit and that can lead to higher economic growth for the
hospitality and tourism industry. By this the different sectors of the hospitality industry
collaborate to raise the economy which is an act of corporate social responsibility. The design of
the event is as per the current demand of customers as the customers and stakeholders both are
concerned for environment and love nature (Zervou, 2020). Thus, designing the event
completely environmental friendly and with the thematic of nature and its beauty the event will
gain high amount popularity in market in terms of sustainability and CSR.
Level and depth of research, evidence and critical analysis
For the proposal of the Omega Fun fair event primary and secondary research are used.
Primary research: the research methodology in which research is conduct on the new data rather
than depending on previously research information. it is solely collection of data on new issue or
concern and also the primary research is requires a high level of in- depth research.
Observations, online surveys, interviews, focus groups etc. are the common methods of the
primary research (Almathami, Khoo-Lattimore and Yang, 2020) . For the Omega Fun fair event
proposals the event planners and stakeholders have conducted the online surveys and interview
in order to gather the information related to customer needs and wants. The survey was
conducted at the national level and contained multiple questions that help the planners and
shareholders to understand what exactly they are required to serve customers, what kind of
events are more popular among them, what events they are looking for etc.
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It was critically evaluated from the primary research methodology that to truly analyse the
customers mind and behaviour in the hospitality industry this is the most effective way. as the
customers demand keep on changing as the time passes (Yilmaz, 2020). Therefore, the research
on the basis of previously researched data would be ineffective as it will not give appropriate
solution to the problem.
Event project plan (target audience, venue, date, projection and feasibility assessment etc.)
Target Audience: the target audience for this event will the customers of the different locations
and of all age such as kids, families, couples, teenage friends, students etc. Also the audience that
is more have behavioural characteristics of craze for adventurous fun rides, interest of cultural
programmes etc (Bethell-Bennett, 2020).
Venue: the venue will be at open ground on which the event will be organised in the centre of
the city.
Date: the date of the venue is the 31/10/2021
Event project implementation
Event hosting plan, including a GANTT chart
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Planning
This is the first stage of the event hosting plan where the planners of the vent will plan different
activities related to the event (Wang and et. al., 2020). The activities for the Omega Fun fair
event are:
Market research is the first activity for the planning stage as this will help in making the further
decisions of the vent and also to analyse the target audience, customer needs, market trend etc
(Zervou, 2020).
Venue selection is also the part of planning as it is important to choose a venue which is wide,
easily accessible to people and is at low cost.
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Budget planning: for an event budget preparation is highly important in order to derive the
actual costing of the event and also to manage the flow of cash during the execution of the event.
Sponsorship: it is very important for the vent to have some sponsors and investors at this makes
the event more prosper and also the event gains some values and worth (Bethell-Bennett, 2020).
Promotion
E-mail marketing is the first way of promotion as it is the better way to promote through
standardized and personalized message. This is very common form to make the customers aware
about the launch of the event.
Social media marketing is very important in the current world of digitalization where more than
90% of the customers surf and get influenced by the social media videos, photos, trendy blogs
etc. thus by posting videos, GIFs, reels and photos on the social media the event can be promoted
(Yilmaz, 2020).
Advertising through newspaper, TV, Radio and brochures is also a effective activity of the host
plan of the vent as these form of media is effective in communication and message passing to
large audience at one time.
Promotion strategy
Promotional strategy is a process or a tactic to advertise, promote and make a event
popular among the audience and target customers. In the event and entertainment industry the
organisations choose different promotional strategy that is effective in reaching customers mind
and gives robust result by acquiring the large number of customers (Bethell-Bennett, 2020). The
promotional strategy has power of influencing the customer s buying behaviour and also
instigates the needs of buying. Promotional strategy used for the Omega Fun fair event is
discussed below:
Social media: In the modern world of digitalization and globalisation the social media is strong
force of channel that can be used as the promotional strategy. The Omega Fun fair event can be
promoted effectively using the social media channels such as Instagram, twitter, Facebook etc.
The event planner can post different videos and pictures of the adventurous sports, venue etc.
this is mode to attract the guest towards the event. The social media is currently the most
influencing platform to attract the customers towards anything that has entertainment, trendy and
fascinating and is capable of providing a social media content. As the today's customers are
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highly active on social media and want to update everything about their experiences on vacation
or event (Soifer and et. al., 2021).
Brochures and Newspaper advertisements: the event can also be promoted using the
newspapers advertisements and brochures and leaflets that can be circulated all across the city
and in different local and national level newspaper. The newspaper is still a strong medium of
promotion as the people still have a habit of reading newspaper. By distributing the brochures at
he universities, malls, parks and other public areas in the city the event become more popular and
visible in front of people. This brings more chances of getting customers to event.
Websites: In the world of digitalisation the website is highly important for the event to become
successful. It is very important to have attractive, easily browsing, informative and sorted and
systematic website as the customers visit website often to gain information about the place,
venue, event etc. therefore, the website is an effective way of promoting the event and its
characteristics (Soifer and et. al., 2021). The website must contain all the relevant and necessary
information like contact number, venue address, types of activities in event, event entry fees,
menu of food and beverage, type of entertainment shows etc. this is the main information that
guest is looking for and website is a best platform to exhibit all this in precise manner.
Direct marketing: in this promotional strategy the event organisers can directly speak to the
people in market regarding the new event launch and through some discounts or first day offers
in order to have effective pitch while marketing directly. This promotional strategy is traditional
form of marketing but still highly effective in targeting the right target customers in market in
order to convert them as potential customers. The direct marketing can also be done through
mails, telephone, SMS as by these people also feel personalized and pay some more attention to
details of the message.
Resource allocation, including budgeting
In order to make the event “fun fair” successful and prosper in the long run the effective
resource allocation is the priority for the event organiser. Resource allocation is the process of
managing and allotting the resources or assets in such a manner that they support the strategic
objectives of the event (Allen, 2021).
For the event there is requirement of multiple resources such as different entertainment and
recreation organisations, security staff, for Food and beverages a restaurant or hotel chain, event
planners, decorators and decorating items, funds, government allowance and legal papers,
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marketing team, investors, local police, fire department, waste management team, etc. all these
resources must be aligned in appropriate manner as per the different activities in the event fun
fair.
Pitch and presentation
Synopsis as a pitch statement
The event proposal is pitch for the launch of the event and for the investors to invest in
such a big event of the tourism and hospitality industry. The proposal pitch of the above event
also aims at achieving the different stakeholders and different organisations of the entertainment
and event sector of the hospitality industry for collaboration (Karalis, 2020). The event is
basically a fun fair carnival event that will contain different adventures sports, entertainment,
food and beverages and many such activities which will integrate different sector of the
hospitality and tourism industry. The purpose of this sector is to plan new events for the fun and
entertainment of the customers and guest visiting at particular place. For instance the events such
as music concerts, clubs, birthday party events, marriage events etc. for the entertainment in this
industry there are water sports, live shows, adventurous sports etc.
References:
Books and Journals
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Jockel, S. and Dobler, T., 2006. The event movie: Marketing filmed entertainment for
transnational media corporations. The International Journal on Media Management, 8(2),
pp.84-91.
Stein, A. and Evans, B.B., 2009. An introduction to the entertainment industry. Peter Lang.
Barrett, M., 2011. The entertainment industry: An introduction. Journal of Hospitality, Leisure,
Sports and Tourism Education (Pre-2012), 10(1), p.149.
Moss, S., 2010. An introduction to the entertainment industry. The entertainment industry: An
introduction, pp.1-18.
Almathami, R., Khoo-Lattimore, C. and Yang, E.C.L., 2020. Exploring the challenges for
women working in the event and festival sector in the Kingdom of Saudi Arabia. Tourism
Recreation Research, pp.1-15.
Bethell-Bennett, I., 2020. Case study on Bahamian Carnival. In Tourism Development,
Governance and Sustainability in The Bahamas (pp. 80-91). Routledge.
Zervou, R., 2020. Who Owns Carnival? Festive Tradition and Social Stratification in a
Contemporary Greek Community. Journal of Festive Studies, 2(1), pp.128-152.
Yilmaz, N., 2020. The Impact of Festival Participation on Social Well-Being and Subjective
Well-Being: A Study of the International Orange Blossom Carnival Visitors in
Turkey (Doctoral disse
Bethell-Bennett, I., 2020. Junkanoo Carnival, Bahamas as a strategy for tourism development.
In Tourism Development, Governance and Sustainability in The Bahamas (pp. 92-100).
Routledge.
Soifer, I and et. al., 2021. Virtual site visits for meeting and event planning: are US convention
facilities ready?. Journal of Hospitality and Tourism Insights.
Allen, J., 2021. Event management. Wiley.
Karalis, T., 2020. Planning and evaluation during educational disruption: Lessons learned from
Covid-19 pandemic for treatment of emergencies in education. European Journal of
Education Studies.
Wang, S and et. al., 2020. The achievements and challenges of planning support science in e-
planning in China. In Handbook of Planning Support Science. Edward Elgar Publishing.
INTRODUCTION TO EVENT INDUSTRY, 2019, [Online]. Available
through:<https://www.linkedin.com/pulse/introduction-event-industry-rupesh-surve>
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The Five Cs Of Event Planning, 2021, [Online]. Available through:
<https://guardian.ng/saturday-magazine/the-five-cs-of-event-planning/>>
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