Project Management (POPP5013): Local Art Festival Event Management

This report provides a comprehensive project management plan for a local art festival aimed at promoting environmental sustainability. The plan incorporates six key project management techniques: SWOT analysis, work breakdown structure (WBS), Gantt chart, risk analysis, RACI matrix, and stakeholder management strategy. The SWOT analysis identifies strengths, weaknesses, opportunities, and threats associated with the event. The WBS breaks down the project into manageable tasks, including organizing the event team, planning performance activities, acquiring a venue, preparing refreshments, securing sponsorships, managing the actual event, and conducting post-event management. The Gantt chart visualizes the project timeline, scheduling activities from January to October 2019. Risk analysis identifies potential risks and mitigation strategies, while the RACI matrix clarifies roles and responsibilities. Finally, the stakeholder management strategy outlines approaches for engaging and managing various stakeholders to ensure the project's success, all within a budget of £50,000.

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STUDENT NAME
12-27-2018

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Contents
Introduction......................................................................................................................................2
Project context.................................................................................................................................3
Rationale for proposed plan.............................................................................................................3
Technique 1: SWOT analysis..........................................................................................................4
Technique 2: Work breakdown structure........................................................................................7
Technique 3: Gantt chart.................................................................................................................9
Technique 4: Risk analysis............................................................................................................11
Technique 5: RACI matrix............................................................................................................13
Technique 6: Stakeholder management strategy...........................................................................15
Conclusion.....................................................................................................................................18
References......................................................................................................................................19
Appendix1 SWOT Table...............................................................................................................22
Appendix 2 Work breakdown structure.........................................................................................23
Appendix 3 Gantt chart (Jan 2019 to Oct 2019)............................................................................24
Appendix 4 Risk analysis..............................................................................................................24
Appendix 5 RACI Matrix..............................................................................................................25
Appendix 6 Stakeholder management strategy.............................................................................26

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Introduction
Event management is a program, which includes managing an event planned, organized,
monitor, and controlled effectively. An event manager plays an important role in this case. In the
report, event management with six major techniques will be discussed. Events could be a
festival, ceremonies, weddings, concerts, conventions, and conferences, which are created and
implemented effectively, and completed on time and within the budget decided.
Project management has various techniques, which will be helpful in managing the project
effectively, and competition of the event on time and within the estimated budget. The major six
techniques included in the report are SWOT analysis, Work breakdown structure, Gantt chart,
Risk analysis, RACI matrix, and stakeholder management strategy. Through these techniques,
the project strengths, weakness will be identified, which may be used to gain opportunity and
avoid threats related to the project. The activities and task to be performed for project
management, their scheduled activities, and who will perform the activities are identified through
these techniques. Moreover, the strategy to manage various stakeholders of the projects is also
planned for the successful completion of the project. Three major things needed to implement a
project plan is money, people, and schedule, which will be included in the report while
discussing the project management techniques (Kerzner, 2017).

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Project context
In the report, the project to be managed and taken for discussion is a local art festival event that
is to be created and managed for environmental sustainability promotion that has to be held
across the city next summer, which will be conducted from May to September. The Chief
Executive of Metropolis City Council is willing to organize these events. The project plan is to
be developed, for the Culture and Leisure Committee that will include the way the team is going
to manage the project for timely completion of the project and with the budget estimated that is £
50,000.
The activities or task that needs to be included in the project is identifying a theme for the
festival; managing relationships with stakeholders; planning appropriate events; ensuring
licenses are in place; managing health and safety and developing media and publicity for events
(Tuner, 2014).
The rationale for the proposed plan
The project plan and methods used for project management are taken because the major aspects
to consider for management of the project were time, budget, schedule, and activities. For this,
the SWOT analysis was done for internal and external analysis of the project. The activities to be
conducted and managed are analyzed through a work breakdown structure. The schedule of the
activities, to ensure that they are completed on time is done through Gantt chart understanding.
The personnel and its due responsibility are delegated with the use of the RACI matrix. The risk
which can be responsible for crossing the budget were analyzed and mitigate through risk
management strategies, and the stakeholders, who are important aspect in the project, needs to be

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managed, for which they are classified according to the priority, and the respective strategies are
formed through stakeholder management strategy method (Lock, 2017).

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Technique 1: SWOT analysis
This technique is helpful in identifying the key strength and weakness of the project that has to
be managed, and major opportunities and threats are identified which are attached to the event.
From Appendix 1, SWOT table key points to be discussed are:
Strength
 Natural attraction – for this local art festival, the aim is to promote environmental
sustainability, where attraction through the natural beauty of the city is presented, which
one of the major tourist attraction as well
 Cultural attractions – in the art festival, the culture of the region is majorly included in
the event, while promoting environmental sustainability. Therefore, this event has a
responsibility to attract culture, which is one of the key strength of the project
 Institutional infrastructure
 Environmental sustainability – as already discussed, the major motive of the whole event
is to promote environmental sustainability, and this is implemented through the event
effectively, which is a great strength of this project (Harding, 2017)
Weakness
 Lack of publicity – since the local art festival is not as popular as other musical events,
promotional techniques could not include publicity
 Lack of stakeholders participation – stakeholders are not interested in participating in
such events, therefore it is one of the weaknesses of the project

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 Lack of shopping points – since it is an art festival, the shopping points are not there in
the event, which could be one of the attractions for the guest, but unfortunately, this is
one of the weaknesses of the project
 Lack of entertainment – the environmental stability is the major focus, due to which the
entertainment source is low in the event, which is another weakness observed in the
project
 Limited resource capacity – resources are limited, as it is to be planned in the city,
therefore it seems to be another weakness or limitation of the project
 Coordination – since it is an event, which will run from May to September, the
coordination could one of the problematic points of the program
 Funding limitations – the source of funds are limited to the local art festival, which could
restrict the resources used and required for execution
Opportunity
 Employment opportunities – the project is a source of income for many people, as it
generates employment for many people involves in the project.
 Cultural tourism integration – various culture could be seen at the same place, or ground,
which indicates the integration of the culture
 Accommodation opportunities – accommodation can be provided to the guest in the city,
who came to visits the event
 Contribution towards culture, historical value and natural value of the region
 Economic growth – this event can be responsible for the regional and national growth
 Creative exposure – exposure to creativity is another key opportunity from this project

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 Sponsorship – as various sponsors are involved, through which the companies can
promote their brand name through the event
Threat
 Inadequate governance – the governance required for the project execution could be
inadequate, which is a threat for the timely completion of the event
 Loss of unique historical values – as to promote environmental sustainability, the
historical values of the city can be ignored
 Disruption of cultural and ecological structure – since the project execution will be
responsible for resources utilization, it could disrupt the city’s ecological and cultural
structure
 Environmental impact – the waste produced by the project, could impact badly on the
environment
 Political effect (Ho, 2014)

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Technique 2: Work breakdown structure
This technique of project management, explains the work or activities to be conducted for the
project through a structure. From Appendix 2, WBS structure for local art festival management
includes seven major work, which will further be diversified into activities:
 Organize event team – initial work in the project to be managed is to create and organize
a team by the project manager, this work includes the formation of the executive team,
searching and selecting event performers and helpers, such as stalls, and creativity
executer, who will be responsible for the promoting environmental stability. Moreover,
budget estimation is also done, which is £ 50,000 for this project
 Performance activities – this is another task to be included, which will include the
activities to be managed, related to the performance. This work further includes drafting
and selecting programs to be included to promote environmental sustainability, and the
practice of the performance to be conducted is considered, the progress of the project is
reviewed as well, and for the performance to be conducted, the necessary equipment is
acquired efficiently.
 Venue acquisition – another work is the management related to the venue, where the
event is to be conducted. in this case, the venue is a city area, but in the city, there are
particular areas, parks, and places, where this event can be conducted. All the activities
like a control room, the layout of the venue is planned in this stage. The major activities
under this category are venue proposal, preparing the venue, setting up of the control
room, equipment is to be set, decoration of the venue and stage, and layout and seating
arrangement within the venue selected and approved (Dindarloo, 2015)

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 Refreshment Preparation – under this category, all the work related to managing food and
beverage is conducted here. The basic facilities are to be provided to the guest who is
visiting the event, for which the arrangement of refreshments are important
 Sponsorship – the sponsors are required to plan and execute any event. Searching for the
sponsors is the major task included in this category of work. Moreover, ticket printing
and selling is also included in this work category
 Actual event month – this is where the actual project is executed and managed effectively
with the estimated budget and on time. This included all the activities related to the
implementation and planned and schedule work comes into existence
 Post-event management – the work is not over with the event, management is also
required after the event, which includes activities like review meeting to analyze the
impact of the project, and is the objective of the project achieved effectively (Heagney,
2016).

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Technique 3: Gantt chart
This technique of project management is a graphical representation of activities involved in the
project and the time of execution of each activity. This is a bar graph, which represents the
schedule of the project. Henry Gantt propounded this method in 1910. This technique is helpful
in planning, coordinating, and tracking a particular task to be conducted in the project on time.
From Appendix 3, the Gantt chart for the local art festival represents various activities, for which
Gantt char from January 2019 to October 2019. Those activities were:
 Project Theme – the theme of the project is to be decided, which is done in the initial
stage of the project management that is in January and February (Slack, 2015)
 Budget estimate – this one of the most important activity, on which the whole project is
planned and managed that, is the cost estimation of the project. For this project, the
budget was pound 50,000, which was decided in the first month of the project that is
within Jan 2019
 Team formation – the next activity is to form an executive team, which will execute the
planned project effectively. This crucial step is conducted in March.
 Event Planning – planning the events in the project is another activity to be performed
which will be done for three months, that is February, March, and April
 Stakeholder Relationship Management – the relationship is to be managed among the
relationship, which is an ongoing activity in the project, therefore it will be conducted
from February to October