Event Managementis packed full of ¿true to life¿ examples of events across the nationillustrating all the skills needed to become a successful event manager. From this book readers will learn how to design, plan, market, and stage an event. In addition, readers will learn how to manage staff and staffing problems and to ensure the safety of everyone involved. Topics will also discuss what is needed for legal compliance, risk management, financial control and successful event evaluation.Topics include: Size and types of events; Event teams; Concept and design; Feasibility; Legal compliance; Event marketing; Sponsorship; Promotion; Financial management; Risk management; Planning; Protocol; Choosing the event site; Developing the theme; Conducting rehearsals; Managing the environment; Staffing; Leadership; Operations and logistics; Safety and security; Crowd management and evacuation; Monitoring, control and evaluation; and Careers in a changing environment.For anyone entering the rapidly growing field of event management or a reference for professionals such as Event Manager, Meeting Planner, Corporate Meeting Planner, Conference Organizer, Venue Manager, Tourism Event Coordinator, Sports Competition Manager, Sponsorship Manager, Event Designer, Convention Planner, Association Manager, Professional Fundraisers, and Executive Directors for Non-Profit Organizations.

Brenda R. Carlos is publisher and managing editor for the Hospitality News Group which publishes Hospitality News for the Western US and the International Education Guide. She is the author of numerous articles and chapters in books focusing on all aspects of the hospitality industry. She is a graduate of Brigham Young University, Provo, Utah. Brenda is a member of the International Foodservice Editorial Council.

Preface

ix

Introduction to Event Management

1

(18)

Size of Events

4

(6)

Types of Events

10

(6)

The Event Team

16

(1)

Code of Ethics

17

(2)

Concept and Design

19

(16)

Developing the Concept

20

(6)

Analyzing the Concept

26

(2)

Designing the Event

28

(3)

Logistics of the Concept

31

(4)

Feasibility

35

(12)

Keys to Success

35

(10)

The SWOT Analysis

45

(2)

Legal Compliance

47

(12)

Relevant Legislation

48

(2)

Liquor Licensing

50

(1)

Federal Trade Commission Act

50

(5)

Stakeholders and Official Bodies

55

(1)

Contracts

56

(3)

Marketing

59

(14)

Nature of Event Marketing

60

(1)

Process of Event Marketing

61

(5)

The Marketing Mix

66

(2)

Sponsorship

68

(5)

Promotion

73

(12)

Image/Branding

74

(1)

Advertising

74

(2)

Publicity

76

(3)

Public relations

79

(6)

Financial Mangement

85

(14)

The Budget

87

(5)

Break-Even Point

92

(1)

Cash-Flow Analysis

93

(1)

Profit and Loss Statement

94

(1)

Balance Sheet

95

(1)

Financial Control Systems

95

(1)

Panic Payments

96

(3)

Risk Management

99

(14)

Process of Risk Management

104

(4)

Incident Reporting

108

(1)

Emergency Response Plans

108

(1)

Standards for Risk Management

108

(5)

Planning

113

(18)

Develop a Mission/Purpose Statement

114

(1)

Establish the Aims of the Event

115

(2)

Establish the Objectives

117

(1)

Prepare an Event Proposal

118

(1)

Make Use of Planning Tools

118

(13)

Protocol

131

(16)

Titles

131

(6)

Dress for Formal Occasions

137

(1)

Protocol for Speakers

137

(2)

Religious and Cultural Protocol

139

(2)

Protocol for Sporting Ceremonies

141

(1)

Preparing for Dignitaries

142

(1)

Rules of Flag Flying

142

(5)

Staging

147

(18)

Choosing the Event Site

148

(2)

Developing the Theme

150

(7)

Conducting Rehearsals

157

(2)

Providing Services

159

(1)

Arranging Catering

160

(2)

Organizing Accommodations

162

(1)

Managing the Environment

162

(3)

Staffing

165

(20)

Developing Organization Charts

165

(2)

Preparing Job Descriptions

167

(2)

Recruitment and Selection

169

(1)

Drawing Up Rosters

170

(2)

Training

172

(5)

Briefing Staff

177

(1)

Managing Legal Requirements

177

(2)

Developing Recognition Strategies

179

(1)

Managing Volunteers

180

(5)

Leadership

185

(14)

Developing Leadership Skills

186

(5)

Managing Temporary and Diverse Teams

191

(1)

Group Development

191

(3)

Improving Communication

194

(1)

Time Management

195

(1)

Planning and Managing Meetings

196

(3)

Operations and Logistics

199

(14)

Logistics

200

(3)

Policies

203

(1)

Procedures

204

(1)

Performance Standards

204

(1)

Functional Areas

205

(4)

Leadership and Staff Motivation

209

(4)

Safety and Security

213

(16)

Security

215

(2)

Occupational Safety and Health

217

(8)

Incident Reporting

225

(4)

Crowd Management and Evacuation

229

(14)

The Crowd Management Plan

230

(2)

Major Risks

232

(1)

Crowd Management

233

(1)

Emergency Planning

234

(3)

Implementing Emergency Procedures

237

(6)

Monitoring, Control, and Evaluation

243

(14)

Monitoring and Control Systems

244

(2)

Operational Monitoring and Control

246

(2)

Evaluation

248

(5)

The Broader Impact of Events

253

(4)

Careers in a Changing Environment

257

(10)

Job Opportunities

257

(4)

Keeping Up-to-Date

261

(6)

Appendix 1 Supplemental Internet Links

267

(4)

Appendix 2 Event Proposal

271

(6)

Appendix 3 Professional Associations

277

(2)

Appendix 4 Event Management Programs

279

(4)

Bibliography

283

(2)

Index

285

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The Project Deliver a Powerful Presentation Create an Environment of Celebration Transform an Active Aircraft Paint Hangar into a Beautiful Ballroom Reveal the Stunning New Paint Scheme of the Boeing 777 to 7,000 Members of the Press and Employees of a Major Airline The Challenge Only 3 Weeks Lead-Time until the Event Secure FAA Permits for Our Crew to Enter a Highly Secured Area of Atlanta's Hartfield International Airport Hide a 250-foot-long by 220-foot-wide Commercial Aircraft Create Hanging Points for Lighting and Sound Equipment in a Hangar with 5 Hard Slick Metal Walls Cover 54 Feet of Paint-Splattered Walls The Experience Magical Wonderment! Soft Lighting Beautiful Fabric Draped Along the Wall Time-Lapse Video Showing the Evolution of the Aircraft's Interior and Paint Scheme Confetti Cannons Dramatically Explode Blinding Light Pours into the Hangar as the Door Quickly Draws Back The Striking New Boeing 777 Gleaming in the Sun! The Results An Amazing Success! A Dramatic Introduction to the Transformed Brand Identity A Bridge into the Future A Lasting Impression on the Press and Employees Corporate and Brand EnthusiasmWhether you're involved in creating an event such as the one listed above, which introduced over 7,000 members of the press and employees of a major airline to a new product, organizing a walk/run for a charitable event, or working on a local blues festival, the event management industry is full of excitement. Certainly no one day in the life of an event manager is ever alike. The event business is a dynamic one that is not free from frustration--but in the end, most event managers believe that they have the best job on earth.The event and convention industry is a $100 billion industry and currently employs 1.5 million people. This has precipitated the increase in the popularity of studies of event management. For those who are looking for an exciting career, where their organizational skills and attention to detail along with their creativity can be fully utilized, this is an industry that is attracting many of the country's brightest students.As an author who has written about the hospitality and event industry for the past decade, it has been my privilege to be able to compile this text. I have many people to thank. First and foremost I would like to thank Lynn Van Der Wagen. It has been a rewarding experience to adapt her original text, which was published in Australia. Thanks goes to Lynn for providing a number of photos that were used in this text. To Vern Anthony my Prentice Hall/Pearson editor and his staff who have shown tremendous interest and support for this work. To Ed Sanders, my mentor, who has always believed in me and helped me to grow in the industry. To the many associations, organizations and professionals that freely shared their data and ideas with me. Their examples are what make this text come alive and truly represent the U.S. market.Most of all I must thank my dear family, who are the reason that I want to work hard and improve myself. Rudy, you're the best. Chad, Clint, and Melissa I appreciate your support. Mom and dad too, you taught me that I can accomplish anything I set my mind on as long as I'm willing to put in the required work.And finally, a special thanks to all the students and educators who will turn to this book. I have kept you in mind during every phase of writing this manuscript. It is my hope that this book will become a great resource to you. May all your events be successful! Brenda R. Carlos