Mice Market & Logistics Report: Sunny Enerrgy Music Concert Analysis

This report provides a comprehensive analysis of the Mice Market & Logistics for an indoor music concert, specifically focusing on the "Sunny Enerrgy" concert held in Hallenstadion, Zurich. The report delves into various aspects of event management, including marketing strategies tailored to the Electronic Dance Music (EDM) theme, ticketing processes involving online platforms and partnerships, and queuing management to ensure smooth customer flow. Furthermore, the report emphasizes the importance of transportation logistics, providing solutions for audience and artist mobility. It highlights the critical role of a logistics manager in overseeing every detail, from venue selection to customer satisfaction, and stresses the significance of customer supply elements such as marketing, ticketing, queuing, and transportation for a successful event. The report concludes by summarizing the key takeaways, emphasizing the need for meticulous planning and execution in organizing a music concert, and the impact of effective logistics on the overall success and customer experience.

Running Head: Mice Market & Logistics
MICE MARKET & LOGISTICS
Name of the Student
Name of the University
Authors Note

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Introduction
Music concerts or festivals are areas where an individual can glow with creativity and
reflect themselves as they dance and wear clothing. People link with others to make new
friends and enjoy the pleasure of listening to beautiful live music in a fantastic natural
climate. When we talk about Switzerland, apart from the tasty confectionery, banking
secrecy, and meticulous watchmaking heritage that comes to mind. Music is an important
element in Switzerland. There the spectacular collection of music festivals claims to be
prestigious as their national jewels (Barone 2019). Being a logistic manager, organizing a
music concert is not an easy task as it seems to find a place, reserve a couple of bands and
sell some tickets instead. Music concerts take a long time to prepare and work tirelessly
before the gates open, audiences swarm in, and artists get on the stage. Planning is possible
up to a year ahead–at the close of the previous event. This paper throws the light on the
indoor musical concert held in Switzerland, including the logistic like ticketing,
transportation, and many such activities. From managing a strictly logistic perspective, an
occurrence of six hundred to seven hundred tax typically takes an absolute minimum of two
months. It takes around as long as any permits and licenses that are needed are valid,
including a provisional license for liquor, approvals from Joint Operations Committee, and
any authorization that is required by the appropriate boards. Marketing and promotion also
play a vital role in the success of the event stronger the marketing link more success the
concert will be, nowadays the generation prefers more to socialize on the internet. The
Logistics of Entertainment is a structured and regulated environment (Rozbicka and Conroy
2017). The distinction between it and freight on a standard basis is the absence of time to
wait, disruption, or schedule errors. The exhibition is overshadowed by a piece of equipment
brought. The preparation starts with on-site reviews of the tours for freight companies
specializing in tour logistics.

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Discussion
The role of the logistic manager is crucial in the initial stage it is necessary to decide
the venue where the concert is going to take place. The event which is going to be organized
Sunny Enerrgy is an indoor music concert which is going to held in Hallenstadion, Zurich.
We are expecting to have around eight hundred guests, including five hundred guests with
already booked tickets and one hundred VIP guests, comprising twenty journalists. The
arrangements are made accordingly, as most of the audiences are from abroad. The theme of
the Sunny Enerrgy concert is an Electronic Dance Music EDM. In this concert, top
Switzerland DJ’s like Noran En Pure and other band members like Peral Jams are hired for
this concert. Recently, it is becoming obvious that the audience goes crazy about electronic
dance music, consisting of audiences from middle age between twenty-five to thirty-five
years of age (Barone 2019). As a logistic manager, we have to take care after every single big
or small detail related from the begging of the concert till the end of the session; everything
must be perfect and accordingly. While planning the certain logistics fields are required to
take into consideration for emphasizing the successful event. It includes enhancing the
Supply of customers through Marketing about the concert, selling tickets using various
methods, managing the queue of the audience, keeping in mind the transport facility of the
audience as well as the performers. Then it is necessary to look after the proper
accommodation facilities and the artistic needs. So that the artists can relax easily and
perform with ease without any hindrance in their performance. Whereas, other supply
facilities involve Infrastructure, Power, Security, Contractors, and many more. In the concert
it is very necessary to look after the flow of audience, artists & equipment and other
amenities, the concert attracts huge attention through the presence of VIP & Media.

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Our major focus lies on the supply of customers because the customer or the audience
of the concert is the main asset for which the event is being organized, and the success of the
event is determined by enhancing the satisfaction level of the audience (Lokki. and Pätynen
2019). Happy customers are always beneficial for the company. The main elements of the
Customer supply are:
 Marketing: In cities like Zurich, the concerts have a huge impact in various ways
through cultural advancement, tourist creation, enhanced city identity, music festivals,
street parades, and much more such activity to increase the economic growth of the
country. To build a positive impact, it is crucial that messaging through festival
initiatives is strategically organized and implemented. As a logistic manager,
marketing is planned to consider the need and expectations of the audience. In the
Sunny Enerrgy, the theme of the concert is Electronic Dance Music the marketing
area is contracted but focused on one base of interest, that is electro swiss music, and
the whole marketing strategies revolve around it accordingly (Rozbicka and Conroy
2017). Enhancing the market for the concert aims to publicize and sell the tickets by
meeting the audience's requirements and need. Marketing involves the establishment
of partnerships not only with clients but also with staff, donors, partners, and
suppliers. For instance:
 Ticketing: Every arrangement is made in a précised manner, starting from a concert
venue, managing a band, or hiring essential equipment, and many more. For
accomplishing this, it is mandatory to have an official website where all the
promotion of the concert will be managed and considered as a central hub for all the
online activities. For instance, Uploading contents that are valid for the promotion of
the event and raise awareness regarding the concert helps in socializing and being
familiar with the people who watch and gradually start building up their interest. To

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provide traffic for the concert Posting contents in social media will not be worthy
enough to relay fully for selling out the ticket, paid adds must be kept into
consideration for the same so that the information of the availability of ticket is passed
on to peoples and interested one can always revert and claim their tickets for the
concert. Partnership with digital media is also a good option to look for selling out the
tickets as their connections can be used and help in selling tickets (Perrenoud and
Bataille 2017).
Last but not least, the tickets are also sold online through different websites
that sell a ticket in exchange for some calculated profit percent per ticket sold. Tickets
can be collected by the customers at the venue from counters, or the E-Tickets can be
collected as soon as the payment is made online. As far as the payment is concerned,
all types of online transactions, net banking, and bank transfer are accepted. The
payment security is taken care of to avoid any kind of chaos between the buyer and
the seller. Payment Reconciliation is also taken care of so that there are no further
discrepancies.
 Queuing: After the tickets are sold, and the time before the events get started, logistic
managers enhance to manage the queue and keep the arousing crowd in control. These
things nobody likes, but it is most common and important in events to maintain the
order to avail the enjoyment of music without disturbing others and get disturbed.
Queuing is done so that the people availing facilities can acquire as per there
accessibility. This queuing activity can be omitted or minimized strategically. Early
bird access is given to minimize the crowd at the venue for ticket booking; Tickets are
available online, and booking should be accessible easily. To emphasize proper queue
maintenance, a crew is provided to tackle the crowded queue, crowd-friendly

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barricades must be installed, and proper crowd segmentation can be done separably
for ladies and men is preferable, First aid to be installed in case of emergency.
 Transportation: As the Sunny Enerrgy Swiss electronic music held in Hallenstadion,
Zurich, as a manager, transportation is the most important aspect determining the ease
of the whole event. This event is being organized in Hallenstadion, Zurich, which is
far from hometown; the issue of transportation arises quite often. To eliminate the
issue by providing certain means of road maps to the audience and providing a private
vehicle for the performers, artists, and VIP members. The efforts in making the event
successful by meeting the guest's expectation certain input are considered such as
looking after the Availability of local transportation for moving around the venue,
rental basis availability of the vehicles, Complimentary pickup and drop for certain
potential guests, options available for certain guest to choose the vehicle as per their
preference and lastly the timing and price chart to be presented to every customer as
per their present location till the venue of the event so that no confusion and issue are
faced regarding the address of the concert on the desired day of execution, and the
event goes smooth as expected.
Conclusion
From the above paper, it is concluded that organizing a music concert is not an
easy task because it seems to find a venue, reserve a few bands and sell some tickets.
Rather, Music concerts take a long time to plan and work hard until the doors open,
crowds rush in, and musicians get on the stage. AS a manager, the Planning of event
is possible up to one year in advance–at the closing of the previous event. Marketing
and promotion also play a crucial role in the success of the case, as the audience
nowadays wants to socialize more on the internet, the better the marketing connection

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would be more successful. Entertainment Logistics is organized and regulated in the
environment by the organizer. The purpose of various marketing activities is not only
to advertise and sell goods but also to meet customer needs. Awareness of musical
concerts are created by updating the message to the audience in the traditional way or
online. Tickets sold online through various websites that sell tickets with a calculated
ticket sales percentage. Tickets can be picked up by customers at the counter, or
electronic tickets can be picked up immediately after payment is made online. It is our
responsibility for the maintenance of the crowd, which is an essential part of the
concert to keep everything updated and in an organized way. Transportation is the
most important aspect that determines the overall lightness of the event because
events held far from the city of origin are always associated with the topic of
transportation. To organize a successful music concert, it is the duty of the concert
organizer to take care of after every small needs and requirement. Even minute
requirement cannot be neglected.

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Reference
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Underground. Routledge.
Lokki, T., and Pätynen, J., 2019, June. Architectural features that make music bloom in
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Institute.
Perrenoud, M., and Bataille, P., 2017. Artist, craftsman, teacher: "being a musician" in France
and Switzerland. Popular Music and Society, 40(5), pp.592-604.
Rozbicka, P., and Conroy, M., 2017. Live music and Brexit's cliffhanger. Music Business
Journal, 13(1), pp.8-11.