Event Management Report: Planning, Managing, Evaluation - BH008

This report delves into the realm of event management, specifically focusing on the Auckland region. It begins by analyzing market opportunities and potential growth within Auckland's event landscape, highlighting the economic and competitive advantages of event and hospitality management. The report then transitions into practical application, presenting detailed event briefs for a furniture exhibition, a business conference for a recruitment consultancy, and a multi-cultural wedding ceremony in Hawaii. Each event brief includes specifics on event details, target audiences, venue setups, and detailed planning, management, and evaluation strategies. The report covers crucial aspects such as vision development, team collaboration, budgeting, venue selection, marketing strategies, and event evaluation techniques. The overall aim is to provide a comprehensive understanding of event management principles and their practical application in diverse event scenarios, from local exhibitions to international weddings.

Running head: EVENT MANAGEMENT
EVENT MANAGEMENT
Name of the Student
Name of the University
Author Note

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Response to Question 1: Market opportunities and potential growth for event
management in Auckland
The market opportunity of event management functions in the region of Auckland,
New Zealand is positive and impactful. Auckland has witnessed a range of events in the past
and is involved in the numerous events for the year 2019. The events in Auckland ranges
from business expos, wine tasting, food festivals, and cultural events to football matches. The
events of Auckland are valued for the purpose of acquiring economic benefits, positioning
functions, community engagement and a medium of sustainability. The popularity and
attaining ratio of events in Auckland may pave the way for establishing Event Management
Company. In terms of international tourist arrival, Auckland ranks 1st in New Zealand with
around 2,741,398 in the 1st quarter of 2019 (Aucklandnz.com, 2019). Events contribute in
attracting tourism in the region, where the reverse is also true, heavy inflow of tourism can
create market opportunity for the event management company. Events have the capacity of
attracting travellers from around the world, which makes Auckland, one of the most popular
cities for tourist arrival (Getz & Page, 2016). The opportunity for responding to the concerns
regarding climatic changes like droughts, tropical storms and drought with the heavy
emission of Greenhouse Gas emission as event management can structure the communication
of certain cause or awareness effectively. The city has experienced fragmented and weak
regional governance structure and system, which indicated the issue regarding community
engagement (Aucklandcouncil.govt.nz, 2019). This concern can also be treated as an
opportunity for the event management company in terms of developing community
engagement practices (Aucklandnz.com, 2019). The potential growth opportunity can be
depicted by the increasing popularity of tourism in the city of Auckland. The potential growth
of the event management sector in Auckland will also be accommodated by the function of
responding to the concerns like, climatic changes, event security for handling mass

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population (both local and international), stimulating the sense and awareness of
sustainability and community engagement (Aucklandcouncil.govt.nz, 2019).
Response to Question 2: Economic and competitive advantages of event management
and hospitality management
Event management and hospitality management incorporates various economic and
competitive advantages in the host regions through its capability of attracting population from
local and international regions. The economic advantages from event management can be
presented by the cycle of monetary flow in the market. The local communities pay taxes to
the respective city council, the taxes from the local residents enables the facilitation of events
and recreation activities by the function of funding (Thomas & Weiss, 2015). In this step the
role of event management companies is very crucial, as they will build the structure, security
and offerings of the event in Auckland. After the execution plan, the event will attract
numerous travellers from around the world and local population (Levi, 2016). The visitors
will spend money in the or for the event, in return stimulating job opportunities and economic
stability by associating the features of hospitality sector. The income and job opportunity will
allow the local residents in paying taxes. This cycle depicts the significance of event
management in association with hospitality sector (Scriven & Orpilla, 2017). Event
management will enable the growth of adjacent industries like, tourism, food and beverages,
hospitality sector.
Response to Question 3: Planning, managing and evaluation
Event brief:
a. An exhibition for the furniture company-
Event Details

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Event date- Saturday, 27th of August’2019
Event Time- 11 AM to 3 AM
Requested time for arrival (exhibitors) - 10 AM
On-site contact information
Maintenance staff:
Phone number-
Email id-
Event venue and address
The event venue is a historic barn in the countryside of Auckland with the presence of an
interesting combination of old and new. The old charm of the barn will complement the
eclectic and rustic style as well as the contrasting décor of the venue in regards with the
modernized contemporary collection. The event address will be depending on the
convenience and the serenity of the location in Auckland (which can attract tourists and local
communities from their busy schedule).
Purpose of the event
The main purpose of the event is to showcase the craftsmanship from the local furniture
producers of Auckland city by combining the collection of contemporary and eclectic style
for creating a common space for the new homeowners or newlyweds and craftsmen.
Audience
The number of customers/audience, which can be accommodated in the venue, is 500
excluding the exhibitors and event management team. The target audience for the furniture
exhibition is new house owners, newlyweds. The registration for the event will be fee, but the
deadline for registration will be 10:30 PM four days before the day of actual event. The

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audience will be sent invitation card on 17th of July’2019. The audience group will be
welcomed with a glass of water or mock tail and a manual representing the work and
interviews of every craftsman/furniture producer.
Venue set-up
Depicting a mood with the collection of furniture with enough standing and sitting space for
audience will strategically set up the venue. The mock tail and soft drink section will be set
outside the barn, which can be consumed before and after the tour of the barn. The outdoor
furniture collection of the exhibition will be placed in the backyard and lawn near the barn.
The displayed version of furniture will be accompanied by similar associated décor.
Planning Stage, Managing and Evaluation:
 Developing a vision- Desirable home décor elements
 Collaborating a team- our event management team with the association of barn owner,
furniture manufacturer/craftsmen and local community. Our event management
includes program coordination, venue coordination team, equipment sourcing team,
promotions coordinator, hospitality coordinator team and merchandising coordinator
team.
 Creating budget- Expenses of the functions like venue selection, equipment sourcing
and promotional plans for the furniture exhibition (Meyr, Wagner & Rohde, 2015).
 Choosing venue and date- Event date is Saturday, 27h of August’2019 and venue for
the furniture exhibition will be a barn in the countryside location of Auckland.
 Event sponsors and partners- Furniture manufacturer and craftsmen. Sponsors for the
event can be the local newspaper, local retail shops and supermarkets.
 Developing the marketing communication strategy- The name of the event will be
‘Timberland’. The event will be communicated in local newspaper of Auckland and
through posters across the city.

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 Event marketing campaign- Platform of Facebook and Instagram by tagging the
craftsmen or furniture manufacturer to be present in the exhibition (Noe et al., 2017).
 Event evaluation- Reach, audience diversity, feedback over the feedback form and
online responses before and after the exhibition.
b. A business conference for a recruitment consultancy
Event details
Event date: Monday, 19th of August’2019
Event Time: 11:00 a.m. - 3:30 p.m.
Requested time for recruitment firms: 10:00 a.m.
Requested time for audience (businesses): 10:45 a.m.
Requested speaking duration: Half an hour for every recruitment consultancies
On-site contact information
The administrative department of the event management company will be the in charge of
handling both the parties for an effective flow of information regarding the competencies of
the consultancies and specific requirements of the recruiter firms.
Event address and venue
The venue of the event will be the conference hall of the host company by including the two
sets of participants, the employers and the recruitment consultancies. The venue will include
an approximate of 300+80 people. The host company will invite the businesses by referring
to their representatives. The representatives from different businesses will understand the job
creation by assessing the capability of identifying the interests of the candidates. The event
venue will be located near the Auckland business hub.
Recommended attire

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The recommended attire for the business conference between the corporates (the employers)
and the recruitment consultants of the Auckland city will be business formals, suit and tie for
men and suit for women. Event management staff members are also encouraged to carry
business attire.
History of business conference
Auckland has experienced numerous business expos and recruitment events for creating job
opportunities and for addressing the increasing demand of recruiters and/or candidates in the
city. The competitive advantage of this event will be that it will create a common platform for
integrating demand and supply from recruiters and recruitment consultancies. This business
conference will enable the understanding regarding business demand from various
organization and candidate preferences of the organization.
Audience
The venue will be able to accommodate around 380 people. The target audience for this event
will be recruiters and the recruiter consultancies.
Venue set-up
The set-up of the venue will be concentrated on business environment. The auditorium will
be filled with refreshments. The venue stage will be around 15*20 feet.
Annotated event schedule
10:00- Arrival of the recruitment consultancies for setting up standees and presentation aids
10:45- Arrival of recruiters
11:00- Initiation of Event
11:15- Schedule for the speeches (1/2 hours each)
1:00- Refreshment breaks

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2:00- Query round
3:00pm- Commencement of the business conference
Planning Stage, Managing and Evaluation:
 Developing a vision- Effective platform for the recruitment process.
 Collaborating a team- Our event management team
 Creating budget- Expenses of functions like venue selection, equipment sourcing and
promotional plans.
 Choosing venue and date- Event date is Monday, 19th of August’2019 and the venue
will be in the auditorium of the business organization.
 Event sponsors and partners- Participants of the recruitment consultancies. The
sponsors can be local newspaper, coaching centres and companies selling office
supplies (Getz & Page, 2016).
 Developing the marketing communication strategy- the name of the event will be
‘Recruiter summit’. The event will be communicated in local newspaper of Auckland.
 Event marketing campaign- Social media platform like, LinkedIn and Twitter
 Event evaluation- Reach (number of participants), physical form feedback and online
responses before and after the event.
c. A multi-cultural wedding ceremony held in Hawaii
Event details:
Event Date: Sunday, 29th of September’2019
Event Time: 11:00 a.m. to 8 p.m.
Arrival time of the bride’s family- 10:00 a.m.
Arrival time of the groom’s family- 10:30 a.m.
Ceremony time: 11:45 a.m.

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Lunch for the guests: 1:00 p.m.
Lunch for the family: 1:30 p.m.
On-site contact
Person in charge for the guest attainment- Mr. XYZ Jones
Phone number:
Email id:
Person in charge for ceremony arrangements- Mr. ABC Patil
Phone number:
Email id:
Person in charge for lunch arrangements- Mr. WQR Robins
Contact number:
Email id:
Event venue and address
The location for the multi-cultural wedding in Hawaii is Haiku Gardens Weddings. The
address for the wedding location is It will be a perfect location for a wedding, where the
bride and the groom will experience the opportunity of connecting with the nature on your
big day. The location will add up to the extra ordinate feeling of a destination wedding by its
serenity and warmth of nature. The location will accommodate around 500 guests excluding
the families of bride and groom and as well as excluding the event management team. The
location will add to the charm of a multi-cultural wedding by the acceptance aspect of the
nature and the waterfront.
Recommended attire

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The recommended attire for the wedding day will be multicultural dresses for women and
Indian Kurta and denim for the men. The communicated attire for the wedding day will
complement the multi-cultural wedding and will align with the team of ‘Bohemian meets
Modern’.
Purpose of the event
The purpose of the multi-cultural wedding event will be the common ground of accepting
each other’s companionship in the presence of their well-wishers and families. The
destination wedding will add to the process of bonding and knowing far from home for the
two families.
Audience/Guests
The guests in the wedding from both sides (Bride and Groom) will be welcome a day prior to
the actual wedding date, i.e. Saturday 28th of September’2019. The guests invited for the
wedding in Hawaii are around 500 and around 50 family members from both sides.
Venue set-up
The wedding location will be decorated one day before the wedding day with nature inspired
decoration including flowers and climbers. On the wedding, 600 chairs near to the ceremony
will be aligned with the wedding ceremony spot in the middle. 250 chairs will be aligned in
the lunch set up for accommodating half of the guests for the catering services. The reception
of the wedding function will be indoors and the actual wedding ceremony is planned for
outdoors in middle of the natural beauty.
Annotated wedding schedule
Event start time: 11:00 a.m. to 8 p.m.
Arrival of bride’s family- 10:00 a.m.

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Arrival of groom’s family- 10:30 a.m.
Ceremony time: 11:45 a.m.
Lunch for the guests: 1:00 p.m.
Lunch for the family: 1:30 p.m.
Reception: 3:00 p.m. onwards
 Developing a vision- Effective platform for the recruitment process.
 Collaborating a team- Our event management team
 Creating a budget- Expenses of functions like venue selection, equipment sourcing
(for visual presentation) and promotional plans (Carter & Duncan, 2017).
 Choosing venue and date- Event date is Sunday, 29th of September’2019 and the
venue Haiku Gardens Weddings (Getz & Page, 2016)
 Event sponsors and partners- Caterers, flower agents, music band and venue owners.
 Event marketing campaign- Personalized invitations (Getz & Page, 2016)
 Event evaluation- Feedback from the families and guests (Carter & Duncan, 2017).
Response to Question 4: Cultural impact on chosen event
Cultural aspects of Auckland, New Zealand:
a. Furniture exhibition- The diverse culture die to the higher rate of immigration and the
high rate of tourism inflow especially in the city of Auckland will attract the young
population and newlyweds towards the rustic furniture exhibition.
b. Business conference for recruitment consultancy- although the unemployment rate of
Auckland is decreasing and is 4.2% on an average, this business conference can
respond to the present unemployment scenario by creating jobs (Aucklandnz.com,
2019).

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c. Multi-cultural wedding- The event will address the diverse culture of Auckland
population by utilizing the aspect of distance for executing a multi-cultural wedding
ceremony.
Response to Question 5: Environment aspects
a. Furniture exhibition- The exhibition will celebrate the production of unique, one of
kind furniture by avoiding mass productions, which can affect the environment of
Auckland.
b. Multi-cultural wedding- The destination wedding will reflect the picture of the
nature and its importance that is to be conserved.
Response to Question 6: Publicity and advertising- Publicity stunts
a. Furniture exhibition: Planning a mobile furniture display by showcasing few of the
furniture elements from the exhibition in a moving open truck. The interested
audience can experience the look and feel of the furniture by entering into the van.
This will create curiosity in the media (Austin & Pinkleton, 2015).
b. Business conferences: Designing a staged silent protest for the scarcity of jobs in
Auckland will present free publicity for attracting businesses and consultancies
(Austin & Pinkleton, 2015).
c. Multi-cultural wedding: Sending a postcard of Hawaii as wedding cards (Carter &
Duncan, 2017).
Response to Question 7: Advertising strategies
a. Furniture exhibition-
 Print media: Advertisement in newspaper and Outdoor Posters
 Online communication: Facebook Page- Making a group discussing about the
style of furniture preferences by posting content, ‘What is your choice of décor?’
(Kanki, 2019). Instagram posts uploading pictures have the furniture’s to be sold