Event Management and Planning: Flash Mob Case Study

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STAGING EVENT ASSESSMENT
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Contents
INTRODUCTION...........................................................................................................................................3
EVENT EVALUATION AND PRACTICE............................................................................................................3
INDIVIDUAL LEARNING FROM PLANNING AND STAGING A LIVE EVENT......................................................7
CONCLUSION...............................................................................................................................................8
REFERENCES................................................................................................................................................9
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INTRODUCTION
The main objective of staging an event is delivering an innovative and unforgettable experience
to the clients. The message of the client should be delivered to the audience is the main
purpose of organizing an event. Event staging starts from complex issues such as video screens,
lighting, set materials, etc. It is the responsibility of the event manager to handle every complex
element of the event (Getz, 2018). Staging an event consists of planning, design, and pre-
production, the second step is set-up and incorporating sound light and sound while paying
attention to every detail and then execute all the planning and post-event evaluation. We have
undertaken the process of planning and execution of the flash mob of the dance.
EVENT EVALUATION AND PRACTICE
The event concept
An event is defined as the public gathering either for the purpose of entertainment,
socialization, education, celebration, marketing or any other reasons. Events can also be
defined as all the things that are happening for a particular reason or in a particular situation.
The main purpose of the flash mob is “to bring some people together and have some fun and
relaxation.” The event is a planned occasion where the main motto is entertainment and
socialization. In the flash mob, the people collected together at a public place and use some
electronic media for the dancing as a part of entertainment activity (Getz and Page, 2016). Also,
the event allows the individual to interact and integrate into a group or society. They all
become a part of the flash mob and enjoy together by socializing.
The planning elements pre, during and post event
Event planning is the process of arranging different activities such as meeting, team building,
budgeting, arranging equipment, lights, sounds, etc. of the flash mob. All these activities are
divided into three categories i.e. pre, during and post event. To make an event a successful
event there should be proper planning and execution of the event planning. To plan the event
activity a group of five people is involved to make an event a successful event. The date and
time of the flash mob is 10th May 2019 and 1:15-2:00 pm. The location of the flash mob is
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Sunderland University. The overall estimated budget of the flash mob is £15. The event
planning should include proper planning and execution of every step of the flash mob. The pre-
planning activities in the flash mob include setting the objective of the flash mob, outline the
project details, market research to identify the audience and their interests. Activities included
during the activities are coordination and proper communication between the members,
proper arrangement of the light, sound, etc. The post-event activities include getting feedback
from the audience, clients or the participants (Brown-Schmidt and Konopka, 2015).
Event marketing
Event marketing is the promotion and of the flash mob to the target audience either through
direct or indirect interaction. The main aim of the event marketing is to attract more audience
to the university and t build a strong relationship with the audience. The media used in
promoting the flash mob is custom t-shirts and leaflets.
Customized t-shirts: Each member of the event wore a t-shirt with a happy message written on
it “Dance is the conversation between body and soul”. The reasons for choosing the t-shirt are
that it is affordable and it’s easy to get it customized. Further, it is like a walking advertisement,
give a unique identity to the event planners, accessibility and expression (Sorescu et al., 2017).
Leaflets: Leaflets plays a very important role in event marketing. They can be distributed at the
public places, handed out to the individual as well as the target venue for attracting new
audiences. Through this medium also we reach to the target audience.
Event communication
The strong communication strategy of the event is the success of the event. Firstly the team
members communicate with each other and share their ideas with each other regarding the
planning and execution of the flash mob. The first step towards building a strong
communication is deciding the communication hierarchy and channel. The communication
mediums used by the team are messages, phone, and mail. And the setting the goals and
objective of the flash mob, preparing guidelines and steps of the event, execute in the same
manner and make changes if necessary and then evaluate the event for the future
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development. After the event, the team member is in touch with the audience by sending them
emails. The email highlights a thank you message and also to tell them that it was a great
opportunity to convey the people towards new events of the institution.
Event resourcing, physical and human
The success of the flash mob also depends on the availability of all the resources such as
physical and human resources. The event requires lots of people from getting an idea to the
execution of the idea and even after the execution of the event. The HR function is essential for
safety, limiting the hours of the event as well as restricting the physical limitation. The event
requires lots of humans for different activities such as handling heavy materials or equipment,
lifting and carrying heavy weights, etc. All the team members share their ideas and information
by communicating with each other (Yen et al., 2015).
The physical resources required in the flash mob are equipment, tools, refreshments, sound
system, lighting, furniture, and other related items. The arrangement of this physical
equipment is done before the execution of the event in order to ensure that the event will be
completed successfully.
Individual contribution
The success of the flash mob is due to coordination among the 5 members of the team. All the
team members share their ideas and information with each other. I share the idea of
customized t-shirts and help the team in editing some songs for the flash mob. Customized t-
shirts are cheap and can be afforded by the team. The reason for choosing t-shirts as a
promotional tool is that it is able to attract the target audience through the message written on
it i.e. “Dance is the conversation between body and soul”. The individual interested in dancing
gets attracted by the message and the t-shirts. The second contribution made by me in the
team is editing songs for the company. The editing in the songs is done by considering the
interest of the target audience.
Group’s contribution
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The first and most important contribution made by the team member is coordination. All the
activities of the flash mob are organized with the proper planning. All the team shares their
opinions and ideas with each other. Even they also practically support each other to achieve the
objective of the dance event. All the activities in the flash mob are supported by a backup plan
because the chances of failure of the event are very high. For instance, in case if due to some
reason the speaker does not work properly then there is a special arrangement of the speaker
which can work as a speaker.
Participant feedback
To collect the feedback of post-event attendee, we choose email and send them directly to the
participants. And most importantly we get positive and helpful feedback from the participants
that help us in avoiding our mistakes and improving our performance. Further, we also make
arrangements for handouts to be filled by the participants during the event for getting more in-
depth knowledge about the dance event. We are expecting the same from the participants that
they enjoy and socialize with each other, make more friends and groups (Cronin et al., 2019).
Elements of the event in order for it to be successful
The success of the event depends on planning the activities with creativity. The elements used
in the success of the flash mob are as follows:
1. Understanding the purpose and objective of the dance event.
2. Market research to know the target audience and their interests.
3. Selection of the right time and right time.
4. Prepare a plan to follow each task in order to achieve the objective.
5. Create a theme, ambiance, and message that suit the target audience.
6. The message should be relevant and meaningful to the audience.
Contingency planning
Contingency planning is the developer to develop a plan for responding to the negative event
which may or may not occur but can damage the goodwill and reputation of the institution.
Additionally, the chances of the failure of the event are high in flash mob i.e. the event should
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have the sufficient number of participants, failure of electronic equipment, the conflict
between the team members, etc. We as an event planner identify an alternative method of
every activity so that the event should be completed by meeting its objectives. The steps
involved in developing a contingency plan are identifying and prioritize the resources,
identifying the key risk involved in flash mob such as lighting problem, parking problem,
entrance, and exit gate etc., develop a contingency plan such as allotting additional space for
parking if required etc., share the plan with all team members so that they can answer the
question of the audience and then revisit the plan for any changes (Runge-Ranzinger et al.,
2016).
INDIVIDUAL LEARNING FROM PLANNING AND STAGING A LIVE EVENT
Learning from planning and staging a live event
Even before planning and organizing the event I have learned so many things from each step of
the event and it will be added in my skills and knowledge for future employability. The learning
from the event planning and staging a live event are as follows:
1. Understand the needs of the participants or clients
The success of the event depends on planning the activities according to the needs of
the participants. I have also seen many examples of the event that is unable to meet the
needs of the participants and results in failure. The customer is known as the king of the
market and to make the event successful the message, theme, background, ambiance,
facilities, etc. all must meet the expectation of the participants (Lamb, 2015).
2. To prepare a plan for every activity
Planning is the most important skills for success. We as team members face difficulty in
planning every activity but deep research and in-depth knowledge about the problem or
event makes this process simple. From the event, I learned to plan the task for achieving
a long-term objective. Planning skills will definitely help me in my future employability.
3. Communication and listening skills
Communication and skills are the basic skills required in all profession and company.
Staging an event gives me the opportunity to enhance my communication skills. Any
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miscommunication can end into various problems. On the other hand, listening skills are
very important to understand the need and problem of the participants (Santomier et
al., 2016).
4. Multitasking
There is various task involved in executing an event. From this event, I become an
expert in managing the various task at a time. Further, I learned to prioritize and focus
on the most important task without gets distracted with other things. This event helps
me to stay calm and focused during the task. Also this event I came to know the
importance of flexibility. Flexibility is a characteristic of the prosperous multitasker.
5. Be creative
The event does not execute in a manner in which it is planned. During the event, I face
many problems in executing an event such as a parking problem and signage problem.
Several participants come to me ask the gate of entry, exist and food stalls. This problem
can be solved through proper signage I arranged some sheets and draw the arrows for
the same and paste it on the wall. Such type of problems helps me in finding creative
ways to solve the problem (Holmes et al., 2015).
CONCLUSION
Therefore the report can be concluded that planning and evaluating an event is an essential
part of reflection and development of both individually and if the same event is staging again.
The report includes the evaluation and practice of the staging an event. Further, it includes a
contribution towards the future employability in terms of skills and knowledge.
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REFERENCES
 Brown-Schmidt, S. and Konopka, A.E., 2015. Processes of incremental message planning
during the conversation. Psychonomic Bulletin & review, 22(3), pp.833-843.
 Cronin, R.S., Bradford, B.F., Culling, V., Thompson, J.M., Mitchell, E.A. and McCowan,
L.M., 2019. Stillbirth research: Recruitment barriers and participant feedback. Women
and Birth.
 Getz, D. and Page, S., 2016. Event studies: Theory, research, and policy for planned
events. Routledge.
 Getz, D., 2018. Event evaluation: theory and methods for event management and
tourism. Goodfellow Publishers Limited.
 Holmes, K., Hughes, M., Mair, J., and Carlsen, J., 2015. Events and sustainability.
Routledge.
 Lamb, D., 2015. Learning about events through involvement and participation: The use
of experiential and authentic learning experiences. International Journal of Event and
Festival Management, 6(1), pp.73-91.
 Runge-Ranzinger, S., Kroeger, A., Olliaro, P., McCall, P.J., Tejeda, G.S., Lloyd, L.S., Hakim,
L., Bowman, L.R., Horstick, O. and Coelho, G., 2016. Dengue contingency planning: from
research to policy and practice. PLoS neglected tropical diseases, 10(9), p.e0004916.
 Santomier, J.P., Hogan, P.I. and Kunz, R., 2016. The 2012 London Olympics: innovations
in ICT and social media marketing. Innovation, 18(3), pp.251-269.
 Sorescu, A., Warren, N.L. and Ertekin, L., 2017. Event study methodology in the
marketing literature: an overview. Journal of the Academy of Marketing Science, 45(2),
pp.186-207.
 Yen, I.L., Zhou, G., Zhu, W., Bastani, F. and Hwang, S.Y., 2015, June. A smart physical
world based on service technologies, big data, and game-based crowdsourcing. In 2015
IEEE International Conference on Web Services (pp. 765-772). IEEE.
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