Event Planning and Management: Music Festival in Wembley Stadium

This report presents a detailed event plan for a music festival to be held in Wembley Stadium, London. It outlines the scope of the event, including venue rental, promotion, ticket sales, and the arrangement of musical performances and facilities. The objectives are to establish an annual music festi...Read More

Running Head: EVENT PLANNING AND MANAGEMENT
Event Planning and Management: The Music Festival in London
Name of the Student
Name of the University

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Executive Summary
The proposed event for which this plan has been created is a new music festival in London that
will take place in the fall season. This event has been planned to be executed in the Wembley
Stadium and the final goal is to deliver three days of extreme musical entertainment to
worldwide fans as well as donate the profits to charities. In this report, project management tools
have been utilized for preparing a suitable project plan that can be followed during the course of
the preparation of the event.

2EVENT PLANNING AND MANAGEMENT
Table of Contents
1.0 Introduction and Background of the Event................................................................................3
2.0 Event Planning and Management..............................................................................................3
2.1 Scope of the Event.................................................................................................................3
2.2 Event Objectives....................................................................................................................4
2.3 Entertainment Activities........................................................................................................4
2.4 Target Audience.....................................................................................................................5
2.5 Event Deliverables.................................................................................................................6
2.6 Project Management Tools and Techniques..........................................................................7
2.6.1 Project Schedule.............................................................................................................7
2.6.2 Work Breakdown Structure..........................................................................................10
2.7 Project Team Management and Structure............................................................................11
2.8 Budget for the Project..........................................................................................................12
2.9 Awareness of Potential Risk Factors...................................................................................13
2.10 Evaluation and Project Control..........................................................................................14
3.0 Conclusion...............................................................................................................................14
Bibliography..................................................................................................................................15

3EVENT PLANNING AND MANAGEMENT
1.0 Introduction and Background of the Event
This project is based on the hosting of music festival in Wembley Stadium, London in the
winter of 2018. This festival is a new initiative from some of the largest multinational
organizations based in London to host a musical event for the people as well as gain some extra
revenues from the event. The proposed event will feature a number of reputed bands and DJs and
will be held for 3 days and it is expected that at least 250,000 will attend the festival over the
course the 3 days. The proposed venue for the event is Wembley Stadium is due to its massive
capacity and FA’s willingness to rent it out for music festivals and concerts. For hosting the
music festival, a centre stage will be set up on the stadium ground and in addition to the 90,000
seats in the gallery; an additional 40,000 seats will be setup for increasing the overall audience
count. Furthermore, there will be facilities provided to the spectators, including food, drinks,
portable toilets, souvenirs, merchandize and others.
This report is based on the event management plan that will be required to prepare for
and host the music festival in Wembley. In addition to the listing of event plans, suitable project
management techniques have been utilized for the scheduling, costing and other important
factors that are essential parts of this large scale event.
2.0 Event Planning and Management
2.1 Scope of the Event
The main scope of the event includes hosting of the music festival in Wembley Stadium,
London in winter 2018. The overall scope of the event also includes the following.

4EVENT PLANNING AND MANAGEMENT
Renting of Wembley Stadium for hosting the festival is within the scope of the
project.
Preparation and promotion of the event through leaflets, billboards and online
social networking sites are within the scope of the project.
Selling of tickets in the counter as well as online is within the scope of the project.
Calling some reputed musicians, music bands and DJs for performing in the event
is within the scope of the project.
Decoration of the Wembley Stadium with the festival banners, LED screens and
others is within the scope of the project.
Increasing spectator capacity from 90,000 to 130,000 is within the scope of the
project.
Installation of food stalls and portable toilets is within the scope of the project.
2.2 Event Objectives
The objectives of the event are listed as follows.
 To start an annual music festival that people from all around the world will be
able to attend and enjoy to the fullest
 To promote upcoming superstar musicians and promising music bands through
this festival
 To generate a significant amount of revenue that will be donated to charity
2.3 Entertainment Activities
There will be several entertainment activities that will be held throughout the course of 3
days of the festival. Some of the proposed activities are as follows.

5EVENT PLANNING AND MANAGEMENT
Music Performances – Over the course of the 3 days, numerous musical performances
from some of the internationally reputed singers and bands will be held in the festival. In order to
add more flavor to the festival, it has been decided that there will three different themes in three
days of the festival. On the first day, the theme will be Pop/Rock and electrifying performances
from some top rock bands are expected. The theme for the second day of the festival will be folk,
country pop and individual performances where some talented solo singers, folk and country pop
bands will perform in the festival. The final day theme will include newcomers where upcoming
talents will have the chance to perform in front of the vast audience. The event will be concluded
by some electronic music (EDM) from some of the most popular DJs of the world.
Children’s Event – In addition to the main music fest inside the stadium, there will be
additional arrangements where the children can enjoy and participate. In this event, the children
of various ages may chose to perform on the stage or enjoy other live performances.
Charity and Donation – At the very end of the festival, there will be the ending event
where the earned profits from the festival will be donated to charity in front of the huge
audience. The charities may include cancer hospitals, orphanages, old age homes and other
cancer research organizations.
2.4 Target Audience
The main target audience for this music festival is music enthusiasts worldwide who are
interested to attend high voltage music concerts. In order to attract more audience, the most
popular musicians and music bands will be invited for the music festival. However, for
conservative listeners who mainly listen to classical and folk music, one day of the festival has

6EVENT PLANNING AND MANAGEMENT
been especially dedicated for the folk artists. However, another set of target audience is also
those who are willing to pay for the charity (that is also the main objective of the music festival).
2.5 Event Deliverables
The event deliverables are explained as follows.
A Detailed Event Plan – It is essential to prepare this plan in order to execute the event in
the right direction. This event plan will contain each and every details of the event including the
dates, arrangements, execution plan, number of musicians performing, seating arrangements,
ticketing plan, promotions and advertisements plans and others. This project plan should also
contain the estimated time schedule needed to prepare the venue as well as the overall estimated
budget required for the event.
Renting the Venue – As mentioned in the plan, the selected venue for the event is the
Wembley Stadium of London that has the capacity of 90,000 spectators in the gallery and seats
for additional 40,000 spectators can be arranged increasing the capacity to 130,000. The renting
process should initiated by contacting with the FA (Football Association, the football governing
body of England) as they are the owners of the stadium. A suitable agreement should be reached
regarding the rent amount as well as initial payment for the reservation of the stadium. This will
also depend on the football match schedule to be played in the stadium.
Promotions of the Event – Due to the massive scale of the event, maximum participation
is expected and hence, extensive promotions must be done for the music festival. It is planned
that the promotions will be done both through physical bodies like billboards, leaflets and flyers
and online through social media and other online public forums. The use of social media will
allow international promotion that will not be possible using billboards and leaflets. Newspapers

7EVENT PLANNING AND MANAGEMENT
and television can also be used as promotional media in order to attract more spectators for the
event. However, it is important to mention the names of the bands and solo singers during
promotions as their star powers will also attract significant number of spectators for the event.
Decoration of the Venue and Stage – Before the festival is initiated, the entire Wembley
Stadium should be covered with billboards, banners and LED screens as a part of the decoration
for events. The number and strategically placed decorations will add flavor to the overall event
and LED screens fixed outside the stadium will help the spectators, who could not get tickets, to
watch the event from outside of the stadium. In addition, a centre stage should be placed on the
ground where the musicians will perform and entertain the massive crowd.
Facilities and Amenities – In addition to the stage setups, several facilities and amenities
need to be setup. These include food stalls, water supply, portable toilets, first aid camps,
ambulances and others. These are necessary to aid the spectators during live performances.
2.6 Project Management Tools and Techniques
Project Management tools have been used in this project to prepare project schedule and
work breakdown structure as follows.
2.6.1 Project Schedule
The project schedule is shown in the following table.
Task Name Duration Start Finish
Winter Music Festival in London 225 days Mon 04-12-17 Fri 12-10-18
Project Initiation 35 days Mon 04-12-17 Fri 19-01-18

8EVENT PLANNING AND MANAGEMENT
Preparation of Basic Festival Plan 5 days Mon 04-12-17 Fri 08-12-17
Selection of Events in the Festival 5 days Mon 11-12-17 Fri 15-12-17
Analysis of the Event
Requirements
5 days Mon 18-12-17 Fri 22-12-17
Analysis of Other External
Requirements
5 days Mon 25-12-17 Fri 29-12-17
Preparation of the Final Festival
Plan
15 days Mon 01-01-18 Fri 19-01-18
Project Planning 85 days Mon 22-01-18 Fri 18-05-18
Appointment of Stakeholders for
the Project
15 days Mon 22-01-18 Fri 09-02-18
Meeting between Stakeholders 10 days Mon 12-02-18 Fri 23-02-18
Promotion of the Event 25 days Mon 26-02-18 Fri 30-03-18
Rent of Wembley Stadium 10 days Mon 02-04-18 Fri 13-04-18
Preparation of Resource Plan 5 days Mon 16-04-18 Fri 20-04-18
Budget Estimation 10 days Mon 23-04-18 Fri 04-05-18
Appointment of Volunteers 10 days Mon 07-05-18 Fri 18-05-18
Project Implementation 85 days Mon 21-05-18 Fri 14-09-18

9EVENT PLANNING AND MANAGEMENT
Procurement of Resources 15 days Mon 21-05-18 Fri 08-06-18
Assignment to Project Teams 10 days Mon 11-06-18 Fri 22-06-18
Decoration of the Stadium with
Banners and LED Screens
20 days Mon 25-06-18 Fri 20-07-18
Arrangement of Additional Seats 20 days Mon 25-06-18 Fri 20-07-18
Setting Centre Stage 25 days Mon 23-07-18 Fri 24-08-18
Lights, Pyro, Smoke, Fireworks
Setup
10 days Mon 27-08-18 Fri 07-09-18
Portable Toilets, Food, Drinks,
Souvenir Stalls Setup
5 days Mon 10-09-18 Fri 14-09-18
Project Closure 20 days Mon 17-09-18 Fri 12-10-18
Completion of Arrangements 10 days Mon 17-09-18 Fri 28-09-18
Final Preparation for the Event 5 days Mon 01-10-18 Fri 05-10-18
Stakeholder Sign Off 4 days Mon 08-10-18 Thu 11-10-18
Project Manager Sign Off 1 day Fri 12-10-18 Fri 12-10-18
Accordingly, the Gantt chart of the project showing critical path for project execution is
as follows.

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ID Task Name Duration Start Finish Predecessors
0 Winter Music
Festival in
London
225 days Mon
04-12-17
Fri
12-10-18
1 Project Initiation 35 days Mon 04-12-17Fri 19-01-18
2 Preparation of
Basic Festival
Plan
5 days Mon
04-12-17
Fri
08-12-17
3 Selection of
Events in the
Festival
5 days Mon
11-12-17
Fri
15-12-17
2
4 Analysis of
the Event
Requirements
5 days Mon
18-12-17
Fri
22-12-17
3
5 Analysis of
Other External
Requirements
5 days Mon
25-12-17
Fri
29-12-17
4
6 Preparation of
the Final
Festival Plan
15 days Mon
01-01-18
Fri
19-01-18
5
7 Project Planning 85 days Mon 22-01-18Fri 18-05-18
8 Appointment
of
Stakeholders
for the Project
15 days Mon
22-01-18
Fri
09-02-18
6
9 Meeting
between
Stakeholders
10 days Mon
12-02-18
Fri
23-02-18
8
10 Promotion of
the Event
25 days Mon
26-02-18
Fri
30-03-18
9
11 Rent of
Wembley
Stadium
10 days Mon
02-04-18
Fri
13-04-18
10
12 Preparation of
Resource Plan
5 days Mon
16-04-18
Fri
20-04-18
11
13 Budget
Estimation
10 days Mon
23-04-18
Fri
04-05-18
12
14 Appointment
of Volunteers
10 days Mon
07-05-18
Fri
18-05-18
13
15 Project
Implementation
85 days Mon
21-05-18
Fri
14-09-18
16 Procurement
of Resources
15 days Mon
21-05-18
Fri
08-06-18
14
17 Assignment to
Project Teams
10 days Mon
11-06-18
Fri
22-06-18
16
18 Decoration of
the Stadium
with Banners
and LED
Screens
20 days Mon
25-06-18
Fri
20-07-18
17
19 Arrangement
of Additional
Seats
20 days Mon
25-06-18
Fri
20-07-18
17
20 Setting Centre
Stage
25 days Mon
23-07-18
Fri
24-08-18
19,18
21 Lights, Pyro,
Smoke,
Fireworks
Setup
10 days Mon
27-08-18
Fri
07-09-18
20
22 Portable
Toilets, Food,
Drinks,
Souvenir
Stalls Setup
5 days Mon
10-09-18
Fri
14-09-18
21
23 Project Closure 20 days Mon 17-09-18Fri 12-10-18
24 Completion of
Arrangements
10 days Mon
17-09-18
Fri
28-09-18
22
25 Final
Preparation
for the Event
5 days Mon
01-10-18
Fri
05-10-18
24
26 Stakeholder Sign Off4 days Mon 08-10-18Thu 11-10-1825
27 Project
Manager Sign
Off
1 day Fri
12-10-18
Fri
12-10-18
26
W S T M F T S W S T M F T S W S T M F T S W S T M F T S W S T
19 Nov '17 17 Dec '17 14 Jan '18 11 Feb '18 11 Mar '18 08 Apr '18 06 May '18 03 Jun '18 01 Jul '18 29 Jul '18 26 Aug '18 23 Sep '18 21 Oct '18
Figure 1: Gantt Chart of the Project
(Source: Created by Author)
2.6.2 Work Breakdown Structure
The work breakdown structure of the project is as follows.

11EVENT PLANNING AND MANAGEMENT
Winter Music Festival in
London
Project Initiation
Preparation of Basic
Festival Plan
Selection of Events in
the Festival
Analysis of the Event
Requirements
Analysis of Other
External
Requirements
Preparation of the
Final Festival Plan
Project Planning
Appointment of
Stakeholders for the
Project
Meeting between
Stakeholders
Promotion of the
Event
Rent of Wembley
Stadium
Preparation of
Resource Plan
Budget Estimation
Appointment of
Volunteers
Project Implementation
Procurement of
Resources
Assignment to
Project Teams
Decoration of the
Stadium with
Banners and LED
Screens
Arrangement of
Additional Seats
Setting Centre
Stage
Lights, Pyro, Smoke,
Fireworks Setup
Portable Toilets,
Food, Drinks,
Souvenir Stalls
Setup
Project Closure
Completion of
Arrangements
Final Preparation for
the Event
Stakeholder Sign
Off
Project Manager
Sign Off
Figure 2: Work Breakdown Structure of the Project
(Source: Created by Author)
2.7 Project Team Management and Structure
Project team structure along with the duties of each team member is shown in the
following table.
Team Member Duty in Project
Project Manager Management, monitoring, control and change during the course of the project
Event Manager Invite musicians, bands and others, prepare event plan
Sponsors Provide funds and invest in the event
Partners Take part and responsibilities in various activities in the event
Finance Manager Manage funds and allocate budget for the preparation of the event

12EVENT PLANNING AND MANAGEMENT
Project Team Leaders Manage volunteers (team members) and various activities of the project team
Volunteers Prepare and decorate the venue, arrange seats for the spectators, installation of
portable food stalls and toilets, etc.
Promotions Manager Promote the event in billboards, leaflets, newspapers, social media
2.8 Budget for the Project
The estimated budget for the project is shown in the following table.
Activity Expected Expenditure Expected Profit
Stadium (Wembley Rent) €2,000,000
Event Promotion and Venue
Decorations
€50,000
Additional Seats and Centre
Stage
€10,000
Pyro, Smoke, Fireworks €5,000
Technical Setup for Musical
Performances
€25,000
Seat Arrangements and
Numbering
€5,000
Loud Speakers and Bass
Installation
€5,000
Portable Toilets, Snacks and
Drinks Shops
€15,000
Merchandize and Souvenir €10,000

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Stalls
Installation of Safety
Equipments and First Aid
Camps
€15,000
Sponsor Donations €10,000,000
Expected Ticket Income €8,000,000
Wages and Payments €1,000,000
Payment to the Participating
Music Bands and Singers
€5,000,000
Total Profit +€9,860,000
It is evident from the table that the estimated profit margin from the event is around €9.8
million from which, the sponsor payments and other unavoidable costs will be deducted and the
remaining amount will be donated to charity.
2.9 Awareness of Potential Risk Factors
The potential risk factors associated with the project are listed as follows.
Lack of Availability of Musicians – During the execution of the event, some of the major
musicians and music bands may not be available due to their own personal tours and programs.
As a result, they will not participate in the festival and the main attraction will get reduced. This
in turn will attract less spectators and the overall revenue from the festival will also fall.
Health and Safety Risk – Another major risk during the festival is related to the health
and safety of the spectators. As the stadium will be full of at least 130,000 people, it will be
extremely hard to attend the people who may become sick during the event. Unforeseen

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incidents like breakdown of large structures and terrorist attacks may cause loss of a huge
number of lives.
2.10 Evaluation and Project Control
The project will be evaluated based on the final outcome regarding the overall response
and revenue generated from the project. The overall response can be recording by counting total
number of spectators who attended the festivals in all three days as well as other who tried to buy
tickets but failed. The project will be controlled by the project manager throughout the course of
the project in order to ensure the project is executed in the right direction and there is no scope
creep.
3.0 Conclusion
In this report, an overall project plan has been prepared for the proposed music festival
event in London. As per the expected initial plan, the festival will be hosted in the London’s
Wembley Stadium and the overall spectator capacity means it will allow 130,000 people from
around the world will be able to watch the festival at the spot. Accordingly, the budget and time
schedule for the project execution have been prepared with suitable project management tools.

15EVENT PLANNING AND MANAGEMENT
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