Event Planning and Project Management Report: Task 1 & 2 Analysis

This report delves into the concepts of event planning and project management, highlighting their similarities and differences. Task 1 explores these concepts, while Task 2 focuses on the practical application of event planning through a case study of a music festival named "AEG Music Beats" organized by AEG Presents. The report outlines the importance of event planning and categorizes the proposed event as a planned event. It then details the event planning model used, namely the Tum, Norton, and Wright Event Operations Management Model, including its phases: Initiation, Planning, Implementation, Event Phase, and Closure. The Initiation phase covers the event concept, feasibility screening, environmental analysis (PESTLE), and SMART objectives. The Planning phase covers the Work Breakdown Structure (WBS), Gantt charts, and financial planning. The report provides a structured approach to event management, including a work breakdown schedule (WBS) and Gantt chart, which helps in organizing the event effectively. It also provides an overview of the music festival event planning process.

Event Planning and
Project Management

Table of Contents
TASK 1............................................................................................................................................1
Concept of Event Planning.....................................................................................................1
Concept of Project Management............................................................................................2
Similarities between Event Planning and Project Management.............................................2
Differences between Event Planning and Project Management.............................................2
TASK 2............................................................................................................................................3
Importance of Event Planning................................................................................................3
Categorisation of Proposed Event – Music Festival...............................................................4
Music Festival Event Planning...............................................................................................4
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Event planning can be referred to as the procedure of management of any event like
conventions, meetings, trade shows, ceremonies, collaborative working, parties etc. In
addition to this, project management can be regarded as the procedure consisting of stages
such as initiation, planning, execution, control and closure of team work. These phases are
aimed at the accomplishment of certain predetermined goals and objectives. Event planning
and project management both are posed to certain constraints and it is the responsibility of
event planner as well as project manager to ensure that the project or event gets executed in a
timely manner as per the organisational requirements.
The present project is divided into 2 tasks. The first task explores the concept of event
planning and project management, while outlining the differences underlying between both
the concepts. The second task is based upon execution of a music festival event launched by
AEG Presents named “AEG Music Beats”. AEG Presents is a well renowned and established
firm involved in live entertainment and promotion of memorable sell-out tours of UK for
some of the most popular artists across the globe such as Justin Bieber, Bon Jovi, Taylor
Swift, Shawn Mendes, Rod Stewart and many more. The assignment throws light on
development of music festival by way of a event planning model and application of
techniques pertaining to this area.
TASK 1
Concept of Event Planning
Event planning is a procedure which is all about managing projects, which include
work like meetings, ceremony, trade shows or conventions. This also includes many activities
which are related to team building through which they perform many tasks such as budgeting,
selecting and securing destinations for implementing events, establishing correct timelines,
properly coordinating the transportations and the most important thing in any event i.e. food
to be served in such event. This seems to coordinate all such attributes and every detail which
will create an event or convention to run successfully. It outlines criteria after the sponsoring
organisation defines their perspective of having an event. Such planners later select the course
of entertainment in such place, number of people who will attend such event and many more
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things. after focusing on such attributes they have to focus on fact that such similarities have
to be as per guideline given by client.
There are major four resources required which are mentioned below:-
 Event tech assessment: having better technologies to use and implement which helps
in enhancing such project.
 Event sponsorship: getting ample amount of money will help in creating better
projects.
 Creating events as per market trends: making the market trends as theme to
impress sponsors and create goodwill in market of being updated in nature.
 Aligning the event as per event strategies created: following the competition plans
as per created to avoid any miss-conduct or confusion.
Concept of Project Management
Project management is something more specific, it’s a lot similar to event planning
but here it focus over smaller scale projects or programs. It is considered to be a step in
procedure, in which much documentation are structured for ensuring the success of this
project. Such documents include the correct coordinated additions and integrated plans which
are as per guides of project completion. This planning includes how such things will be
executed, performed, controlled plus monitored correctly. It needs to have in depth knowledge
in category of setting project goals, identifying needs or requirement, creating option or plan
B in case of any incident.
Similarities between Event Planning and Project Management
The basic similarities on which event planning and project management match each
other are mentioned below:-
 Both are connected for creating events and planning which are for some purpose.
Which includes a lot of study and experience to make it successful in nature.
 Sole aim is to fulfil all demands and priorities which are mentioned by client.
 Need to keep whole knowledge at every event.
Differences between Event Planning and Project Management
The basic differences on which event planning and project management differ from
each other are mentioned below:-
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Project management Event planning
Project manage is more specific and focus
on all its attributes.
It’s about whole event and focus on
completing all tasks.
Here, it is all about keeping keen interest in
creating correct structure of all projects
and bifurcate its elements to be performed
separately.
Event planning has its main focus on how
such event shall be created. The sponsor
just need this event to complete and later
all ideas and innovations are to be
performed by event planners.
TASK 2
Importance of Event Planning
Event planning is a comprehensive procedure which comprises of a large number of
activities. This includes stipulation of budget, establishment of timeline, selection and
reservation of sites for conducting event, acquisition of permits, planning regarding meals,
development of theme, arrangement for activities etc. Some other activities which are of
secondary importance in this procedure are regarded to be selection of music and dance
accessories, arrangement for equipments and facilities, management of risks and development
of contingency plans. In this regard, events are broadly classified into 2 categories, namely,
planned and unplanned events. The first category of events is those which are developed with
a view to attain certain specified results, inclusive of those which pertain to economy, society,
culture and environment. Planned events provide information related to each and every aspect
of an event. It provides aid to personnel in gaining knowledge of the objective linked with the
creation of event and gives time to people so that their can analyse and review their
participation option. On the contrary, unplanned events are those which are spontaneous,
random and unpredictable and are started by individuals or groups consisting of agitator,
publicity agent or social activist. Once this category of events begins, the course of action
which follows the pathway is uncertain. The aim of such events is determined by an individual
or group. This is why, at times, participants do not even hold clear intention in relation to their
participation in the concerned event.
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Categorisation of Proposed Event – Music Festival
On the basis of above discussion, it can be analysed that a music festival being
launched by an organisation would fall into the category of planned events. Thus, it would
exhibit the characteristics and features of a planned event. In this regard, a music festival can
be seen as a cultural celebration entitling the audience to joy and excitement. This can be
viewed as a medium adopted by an entity to display regards and sensitivity towards national
culture and simultaneously render a self fulfilling experience to people. Thus, AEG Music
Beats is also a planned event which requires detailed planning in order to be executed in an
effective manner.
Music Festival Event Planning
Planning for a particular event is a relatively tougher and complex task than it may
actually seem. It is a labour intensive procedure requiring extensive engagement of a number
of individually, especially, the event manager or event planner. Even though the planning
executed by an event management organisation may be exceptional, there would always be
scope for some constraints to restrain the overall implementation of a particular event. Thus,
to eliminate the risk related to such challenges, the most effective way for a firm is to adopt a
structured event planning procedure. This is important as, hereby, each and every individual
associated with the event from organisation of event team to staff members and volunteers
pertaining to operation level have knowledge of the event objective and their individual
contribution to the cause.
Looking upon this, the event management department of AEG Presents has proposed
to make use of an event planning model. This would allow the firm to ensure that AEG Music
Beats is effectively organised, thereby gaining the attention of a large number of individuals
towards the event. In this regard, the model that has been decided by the management to be
applied for the execution of this event is Tum, Norton and Wright Event Operations
Management Model. The discussion of this model for the development of AEG Music Beats
is done as follows:-
Tum, Norton and Wright Event Operations Management Model
Through the usage of this model, the event manager of AEG Presents would be able to
exercise flexibility with a view to return to any of the stages and look into the changes as they
take place. Having this flexibility to return to a specific stage reassures event managers that
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not only can they re-visit sections, they are also able to alter them as the event develops. This
is one of the advantages of Tum, Norton and Wright Event Operations Management Model.
This model is considered to be suitable for managing the operations related to an event. This
model consist of 5 stages, namely, Initiation, Planning, Implementation, Event Phase and
Closure. These are explained in detailed manner as follows:-
Initiation Phase:
Event Concept: AEG Music Beats being organised by AEG Presents is a planned
event which would be organised for tenure of 2 weeks, showcasing wide array of music
talents and having a special segment dedicated to cultural music. This event is being organised
in London, UK with a view to pay tribute to the traditional music culture of Britain as a
whole. The concept of this event is a little new as most of the music festivals that have been
organised and planned by the respective organisation until now have been based on western
theme and considering western and pop music.
Event Feasibility/screening: To conduct screening for the idea of event, a 3 step
screening process was conducted by AEG Presents. This comprised of marketing, operations,
and financial filters. The marketing filter provided aid to the entity in identifying the
uniqueness of particular idea when compared to events organised by rival firms. Further, the
operations screen eliminated the unachievable ideas by taking into account aspects such as
location, staff and technology. The ideas which passed both the filters reached the last filter,
i.e., financial filter which identified idea that possessed the capacity to break even or lead to
generation of profits depending on the budget of AEG Presents. On the basis of this screening,
the event management company decided upon coming up with a music festival which would
pay tribute to traditional music culture of Britain.
Environmental Analysis: The environmental analysis for the music festival was done
by the organisation with the help of PESTLE analysis. The results imply that the economy of
London, UK is strong and developed to support the execution of an event. The location has
excellent infrastructural, transportation, communication, logistics, technological and other
facilities that are essential for arranging an event. Further, this place attracts a large number of
tourists on a daily basis which would be appealed for becoming attendees in the music
festivals. Thus, AEG Presents decided that London would be a suitable place to organise
AEG Music Beats.
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SMART objectives: In relation to AEG Music Beats, the management of AEG
Presents has stipulated the below mentioned SMART objective:-
“To inflate the number of attendees in the event by 25% by the end of 2 weeks through
extensive usage of technologies.”
Planning Phase:
Work breakdown schedules: WBS can be referred to as the segmentation of activities
into small tasks to be performed within the allotted time frame so as to ensure the successful
execution of an event.
Gantt Charts & Network analysis: Gantt chart can be referred to as the blue print of
all the activities that would be organised as a part of execution of AEG Music Beats by AEG
Presents. This consists an overview of the systematic manner in which activities pertaining to
an event would be organised.
Financial Management: This element of planning stage is concerned with allotment
of funds to event management team so that they can carry out all the activities associated with
development of event in an effective manner. Financial management would take place in
relation to AEG Music Beats by AEG Presents by way of execution of some steps which are
outlined in the diagram below.
(Source: Financial Management in Events, 2019)
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Ill
ustration 1: Financial Management in Events

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Implementation Phase:
Event Marketing: The marketing of AEG Music Beats by AEG Presents would be
done by way of social media marketing through the usage of medium such as Instagram,
Facebook, Snapchat etc. This would enable the respective firm to reach out about the music
festival to a large base of audience so as to attain the objective of inflating the number of
attendees in AEG Music Beats.
Contracting and Licensing: To effectively organise the music festival within the
confines of London, AEG Presents would enter into contracts with a number of product and
service providers such as food, music, DJ etc. This would provide assistance to the
organisation in ensuring that the attendees derive high level of satisfaction as a result of
attending this music festival.
Risk Management: Event planning and management is posed to a number of risks. In
this regard it is important for event management team of concerned organisation to ensure that
effective measures are taken beforehand to deal with any kind of risk occurring during the
execution of music festival by AEG Presents.
Event Phase:
Load in and Out: All event associated material such as lightening, decorations,
furniture and other related items would be loaded in and out in the supervision of event
manager. Here, it would be essential for event manager to check that all the loaded in item
must be loaded back at the time of packing. This will ensure that they will not face any kind of
monetary loss in terms of loss of the any of the product.
Crowd Management: In order to manage crowd during the event, its event planner
would definitely give preference to some of the entertainment sources that is appropriate
music, sound and lightening effects etc. This will help them in maintaining interest of guest
during event sessions. Along with this, some volunteer would be hired by AEG music beats
for tackling all issues at that might occur at event place during the event. These volunteer will
also ensure that each and every guest feels safe at event location and enjoy their timing.
Communication: For communicating to guest and other associated people, event
planner would prefer to make use of mike, mobile phones, email and social media account for
informing each and every guest about event related information that is timing, day, date,
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venue, fees, activities and many more things. Adoption of right communication tool will help
event planner in enhancing chances of success of their event.
Problem Solving: Event planner for AEG Music Beats would give preference to
effective management team as well as volunteers who will analyse all activities and surely
take right decision in the near future whenever any wrong activity takes place. Right resolving
of problem will ensure every guest that event planner is concern about event and its associated
problems. Also, they will ensure that every guest should remain safe without any problem at
the event place.
Closure Phase:
Shutdown: This is the stage whereby the operations related to AEG Music Beats
would be settled or closed. This would imply the end of tenure of 2 weeks allotted for
conduction of this music festival at London.
Feedback & Evaluation: Once the music festival would end, feedback would be
procured from attendees in terms of satisfaction and entertainment received by them being a
part of AEG Music Beats. Further, AEG Presents would evaluate the results of this event in
terms of sales and profits earned as an outcome of its execution. This would aid the entity in
gaining knowledge of the deviations between actual and desired performance.
Reporting: After the closure of music festivals, the results of event would be reported
by event management team to top management of AEG Presents in order to identify the
outcomes in terms of achievement of SMART objective laid down in the initiation phase.
CONCLUSION
On the basis of above conducted analysis, it can be said that event planning and project
management are 2 concepts which have certain similarities and differences. Also, it has been
analysed that event planning is crucial for companies to ensure that the event is effectively
executed to achieve the outcomes laid down at the beginning. Further, it has been
acknowledged that several models are now used by companied with a view to ensure effective
implementation of event at large scale so as to gain the attention of a large number of persons
and inflate the quantum of attendees.
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