Edith Cowan University FBL6530: Hospitality Management Event Report

This report details the planning and execution of a fundraising event in Melbourne, Australia, focused on empowering Aboriginal women in business. It outlines the event's objectives, which include raising $1 million and securing 200 sponsors, with the Glasshouse Event Space chosen as the venue. The report covers target audience identification, promotional strategies using social media and local advertising, and vendor selection. A detailed budget breakdown is presented, comparing estimated and actual expenses, alongside timelines and a proposed event schedule. The report also includes an introduction to the event, objective, event location, target audience, promotional activities, vendors and suppliers, budget for the event, timeline of critical activities, proposed schedule of the event, conclusion, reference list, and appendix. The report uses a variety of sources to support its claims and recommendations.

Running head: HOSPITALITY MANAGEMENT 1
HOSPITALITY MANAGEMENT

HOSPITALITY MANAGEMENT 2
Table of content
Introduction......................................................................................................................................3
Objective......................................................................................................................................3
Event Location.................................................................................................................................4
Target Audience...............................................................................................................................4
Promotional activities for the event.................................................................................................5
Vendors and Suppliers.....................................................................................................................5
Budget for the event.........................................................................................................................5
Table 1- Estimated Expenses Breakdown...................................................................................6
Chart 1- Estimated Budget...........................................................................................................7
Table 2 – Actual Expenses Breakdown.......................................................................................7
Chart 2- Actual Budget................................................................................................................8
Table 3- Comparison between Estimated and Actual Budget.....................................................8
Chart 3- Comparison between Estimated and Actual Budget.....................................................9
Timeline of Critical Activities.......................................................................................................10
Proposed Schedule of the Event....................................................................................................10
Conclusion.....................................................................................................................................11
Reference List................................................................................................................................11
Appendix........................................................................................................................................13
Appendix 1- Profit - Loss Summary..........................................................................................13

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Introduction
According to Nyheim, & Connolly, (2011) hospitality events mainly focus on sustaining guests
and providing to their needs and requirements. According to Van der Wagen, (2010) fundraising
event is a type of hospitality event and it is organized to gather voluntary monetary contribution
by influential individuals, big businesses, generous foundations, or governmental organization. A
Fundraising event will be organized in association with Office of the High Commissioner for
Human Rights which is a non-government organization in Australia. It focuses on development
and growth of the indigenous people and their local issues (Straka, J. W. 2011). The Fundraising
event is for empowering the Aboriginal women in the field of business. According to Fredericks,
(2010) the aboriginal people of Australia have always been backward as they believe in
traditional values and are grounded to their trial origin. Hence this fundraising event will focus
on their growth and will financially help the women of aboriginal origin to grow their own
business (Silvers, J. R. 2012). The Office of the High Commissioner for Human Rights has been
contributing and organizing support groups on the indigenous issues for the aboriginal people. It
also conducts training for those people ad organizes fellowship programmes for their
representatives. It has helped the people of the aboriginal origin to grow in Australia hence, this
small effort from the company and the human rights organization can help to give the aboriginal
women a chance to make their own identity I this world.
Objective
 The main objective of the event will be to collect necessary funds for the development of
aboriginal women in the area of business.
 The overall fundraising goal is to raise around $1 million and gain 200 donors who will
be beside this campaign and be a faithful sponsor.
 The target set for raising funds is ambitious but attainable. The sponsors will be willing to
invest in this cause as women empowerment is a sensational millennial cause and people
are trying to be a part of this new development. The reputation of the sponsors will be
established as they are investing in a very noble cause which will impact many lives and
bring in a new revolution.
 The event will be held at 1st November 2019.

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Event Location
The Fundraising event will be organized in The Glasshouse Event Space in Melbourne. It has a
transferrable wall which divides it into two space; The Large Event Space and The Small Event
Space. This even space can accommodate about 500 guests and if the event requires a dance
floor it can still host up to 450 guests. The space provides with exceptional facilities with vast
balcony and beautiful views for the guests. The staffs are professional and can assist with any
specifics required by the guests (Nadav, Smith, & Canberg, 2010).
The other two alterative sites that could be considered were Red Scooter venue and the Alto
Event Space. According to Allen, (2010)These two substitutes are kept in mind as a contingency
option. The Alto Event Space is the most favorable option as it can accommodate around 400
guests for a cocktail fashion event and is also capable of hosting 150 guests for pleasant dining
experience. It is a versatile room with transferable partition that allows a wide range of guests. It
is a very beautifully styled warehouse with uncovered ceiling and concrete floors. The guests
will feel welcomed in this ideal venue (Ferdinand, & Kitchin, 2012). The services provided is
said to be great and the team in charged will be looking after the guests very efficiently. The
next alternative is Red Scooter which is known to host fundraising and charity events. They help
the companies or any one hosting a charitable event to plan and organize the event. They provide
with their support throughout I the planning process and helps the event to be a success
(Sargeant, & Shang, 2010).
Target Audience
The target audiences are the people associated with Human Rights Foundations and women at
influential positions who will be able to sponsor the event without any hesitation. These
audiences are targeted as to achieve the goal of raising $1 million (Denis, 2013). Women at
powerful positions will be able to understand the struggle as they have also been through this and
will show their generosity towards this social cause. Companies like Booz and Company which
is trying to develop gender equality in different areas will also be invited so that they can sponsor
and be a part of this event (Bauman, & Steiner, 2016). Some agencies in Australia like the
Australian Government Workplace Gender Equality Agency is part of our target audience.

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Colleges in Australia are also targeted so that the young generation is also aware of the recent
development and events.
Promotional activities for the event
As stated by Kang, Lee, & Huh, (2010) event promotion incorporates all the hard work made to
efficaciously market an occasion. The event promotion aims to expand the quantity of people
that are aware of the event and subsequently to intensify presence in terms of the figure of
registrations or ticket sales. Promoting an event is immense business and it is not necessary that
it will cost much. There are various tools and software to help boost event attendance. Many of
these tools offer free plans which can nurture with the magnitude and requirements of the events.
The event will be promoted through various means. The most important means of promotion I
this tech-savvy generation is social media (Snelgrove, Wood, & Havitz, 2013). Social media is
considered a principal mode for advertising. Twitter and Facebook will be used because they are
meant to transfer messages. A Facebook page is much more operative than a Facebook group as
every time the page is updated it appears in the newsfeed, permitting more people to view it.
Facebook event is also an important way of letting people know about the event and also
knowing how many people are likely to attend the event. Invites will be sent to the target
audience and companies mainly through social media platforms. You Tube is also considered as
a very important tool to advertise any event (Evans, 2015) . It is a main place to make and share
videos filled with content or advertisement so that it can be viewed by millions of people.
Twitter is also a very important marketing tool that gives a chance to communicate our update
over the web. The post about the vent will be twitted and if someone comments good about the
event being organized it will be retweeted (Hayes, & Miller, 2011). This retweeting of comments
or posts will help more people to see our post hence they will be aware about the event. Utilizing
twitter as a social media tool rotates around exchange and correspondence, so its important to
communicate effectively. Local advertising business will be contacted and are expected to
support this charity event by publishing an advertisement in the local newspapers. Radio and
television stations will also be contacted so that they can provide coverage for this event or offer
any public service announcements (Snelgrove, & Wood, 2010). Flyers and posts are made which
will be circulated all over the area. Word of out is also an efficient mode for spreading
announcement about any event. Hence, people will be contacted and asked to spread the news to

HOSPITALITY MANAGEMENT 6
their family and friends. A workshop will be organized before the actual event which will help
people to understand more about the goal for this fundraising event. This workshop organized
will create an atmosphere for the people to recognize the problems and indifference faced by the
aboriginals. This will help the sponsors to sympathize with the aboriginal women and help gain
more publicity and sponsorships. Therefore, these method and approaches taken might result in
promoting the event effectively (Waddingham, 2013).
Vendors and Suppliers
The Glasshouse Event Space in Melbourne is said to be one of the finest places host any event. It
has the capacity to accommodate up to 500 guests and can be suitable for bigger events.
However, in order to make sure that the event takes place smoothly, it is important to select the
correct set of vendors and suppliers. The Glasshouse has good rapport with vendors and
suppliers who are well-aware of the materials required for conducting a Charity Dinner Party.
Most people use the vendors till the time of the event but maintaining good relations with them
serves in conducting later events. The vendors will be selected for the party planning and the
props required during the event. Local event organizers will be selected to supply the food items.
The suppliers will be directly contacted at least 3 months before the event is conducted. Any last-
minute cancellations will be managed by contacting few local suppliers who can supply the
necessary items. The artifacts, ornaments, indigenous crafts, aboriginal dot paintings and
ceremonial clothing will be collected from local art vendors and accordingly they will be
charged. Local vendors for supply of fresh flowers on the day of the event will be selected
according to their ratings in the market. In order to get the miscellaneous goods like paper, pens,
pencils and other craft goods will be locally supplied by any stationary shops. The name tags and
batches will be provided by any local suppliers. The trophies and medals for prize distribution
will be supplied by local gifts shops in the area.
Budget for the event
The budget of the event is divided accordingly to avoid unknown expenses. The budget as shown
(refer to Table 1) breakdowns the expenses on the basis of estimation. The maximum budget is
estimated for the cost of the programs. The programs include cost of presenters, performers and
their travelling as well as accommodation expenses. These expenses are high as the

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transportation cost is very high. Influential people who will be giving speeches or participating in
the event should be comfortable and should not face any type of issues while travelling. Their
comfort should be of highest priority as they are providing this event with their valuable time.
The performers who will be performing for the entertainment of the guests will also be paid.
The venue cost is estimated to be $3300 including the event room rentals, furniture rentals and
decorating equipment’s like balloons, lighting, candles, flowers, table covers etc. cost of
speakers, staffs which are very essential to hold an event. Some food and drinks will also be
provided for guest’s refreshment. This cost is estimated to be $1900.
Every event requires promotion, hence promotional cost are also estimated to avoid further
problems. Some newspapers and magazines will be paid to advertise about the fundraising event
to spread awareness among local people. The events will also be advertised on social media
through influencers and TV actors which will cost money. Some Miscellaneous costs have also
been included such as stationary supplies, transportation, telephone, and fax services.
Hence after estimating all the possible cost for the event the total estimated expense in projected
as $22000.

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Table 1- Estimated Expenses Breakdown
Expense Breakdown Estimated Totals
Venue costs $ 3,300.00
Refreshment costs $ 1,900.00
Program costs $ 10,050.00
Promotion costs $ 4,900.00
Miscellaneous costs $ 1,850.00
GRAND TOTAL $ 22,000.00
(Source- Author’s creation)
Chart 1- Estimated Budget
$3,300.00
$1,900.00
$10,050.00
$4,900.00
$1,850.00
Venue costs
Refreshment costs
Program costs
Promotion costs
Miscellaneous costs
(Source- Author’s creation)
The actual cost as shown in the Table 2 is slightly different from the estimated budget. The
venue cost has risen because of staffs additional needs and some extra charges taken by the
venue organizers for their rooms and halls. The Actual expenses for the promotion were

HOSPITALITY MANAGEMENT 9
comparatively less than the estimated cost. As this was a charitable event some local newspaper
provided with a huge discount. Some social media influencers were generous enough to
advertise about the event free of cost. This helped in reducing the promotional cost for this
fundraising event.
Table 2 – Actual Expenses Breakdown
Expense Breakdown Actual Totals
Venue costs $ 3,475.00
Refreshment costs $ 1,830.00
Program costs $ 10,012.00
Promotion costs $ 3,400.00
Miscellaneous costs $ 1,950.00
GRAND TOTAL $ 20,667.00
(Source- Author’s creation)
Chart 2- Actual Budget
$3,475.00
$1,830.00
$10,012.00
$3,400.00
$1,950.00
Venue costs
Refreshment costs
Program costs
Promotion costs
Miscellaneous costs
(Source- Author’s creation)

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The cost estimated for the fundraising event was $22000.00 but because of the love and support
of many people the actual cost projected is $20660.00. The major difference in the cost was in
the promotional methods as the estimated cost was $4900 and the actual cost spend was $3400
(as shown in table 3).
Table 3- Comparison between Estimated and Actual Budget
Requirements Estimated Actual
Venue costs $ 3,300.00 $ 3,475.00
Refreshment costs $ 1,900.00 $ 1,830.00
Program costs $10,050.00 $10,012.00
Promotion costs $ 4,900.00 $ 3,400.00
Miscellaneous costs $ 1,850.00 $ 1,950.00
Total $ 22000.00 $ 20660.00
(Source- Author’s creation)
Chart 3- Comparison between Estimated and Actual Budget
Venue costs
Refreshment costs
Program costs
Promotion costs
Miscellaneous costs
$-
$2,000.00
$4,000.00
$6,000.00
$8,000.00
$10,000.00
$12,000.00
esteemated
actual

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(Source- Author’s creation)
Timeline of Critical Activities
Gantt Chart
Months of Preparation for the Charity Event
Activities Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Idea Creation- Empowering
Aboriginal women in the field
of business
Establishing event goals and
objectives
Selection of dates and venue
Selection of Event Location
and identifying the number of
invitees
Preparing the cost estimates
and estimates on the event
planning
Recruiting the event
committee, selection of event
manager, and delegating work
accordingly
Identification of guest
speakers and entertainers for
the event
Release of ticket sales and
registration for early birds
Release of tickets to women
crowd in malls and shopping
complexes
Finalizing administration and

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logistics planning
Start publishing about the
event on social media sites,
print pamphlets and word of
mouth marketing
Reminding people of the event
Sponsorship finalization
Confirm all the entries for the
event and activities during the
event
Proposed Schedule of the Event
Thursday, October 25st - Registrations Day
12.00 noon- 2.00 pm- Workshop will be conducted in the Small Venue Hall of the Glasshouse.
This workshop will help people understand the goal of the event.
2.00pm- 3.30pm- The aboriginal’s artifacts will be showcased for the people attending the
workshop. This will help the event to gain more popularity.
3.30pm- 5.30pm- Registration of names for the people willing to attend the final event.
Friday, November 1st- The Final Event
11.00am – 3.00pm- The staff will be setting up the event area for the guests. Tables and chairs
will be kept accordingly. Lighting and sound quality will be checked to avoid problems during
the program. The decorations will be done in a traditional form as this is event is organized for
the aboriginals. The tribal and traditional themed program will make an impact on the sponsor’s
and the guests.