Unit 1:

Introduction to Event Management

Objective:
Event- Meaning- Why Event Management- Analysis of Event, Scope of
Event, Decision Makers, Event Manager, Technical Staff- Establishing of
Policies & Procedure- Developing Record Keeping Systems
Introduction: An event is a unique moment in time that is commemorated /
observed to satisfy specific needs. It is something noteworthy that happens
according to a set plan involving networking of a multimedia package to achieve
an objective. Events are synonymous with occurrences, happenings, incidents,
occasions, and experiences.
Definition of Event: According to Philip Kotler, “events are defined as
occurrences to communicate particular messages to target audience.
Unit 1:
Introduction to Event Management
Objective:
Event- Meaning- Why Event Management- Analysis of Event, Scope of
Event, Decision Makers, Event Manager, Technical Staff- Establishing of Policies & Procedure-
Developing Record Keeping Systems
Introduction: An event is a unique moment in time that is commemorated / observed to satisfy
specific needs. It is something noteworthy that happens according to a set plan involving
networking of a multimedia package to achieve an objective. Events are synonymous with
occurrences, happenings, incidents, occasions, and experiences.
Definition of Event: According to Philip Kotler, “events are defined as occurrences to
communicate particular messages to target audience.
Characteristics of Events:
1. Events offer a unique, once in a life experience.
2. Events are aimed at fulfilment of certain aims and objectives.
3. Events are specific occurrences with a shorter life span when compared to
projects.
4. Events involve a substantial and huge requirement of funds and
management of scarce resources.
5. Events require judicious planning and involve all important managerial
functions.
6. Events involve facing an environment of risks and uncertainties
Characteristics of Events:
1. Events offer a unique, once in a life experience.
2. Events are aimed at fulfilment of certain aims and objectives.
3. Events are specific occurrences with a shorter life span when compared to projects.
4. Events involve a substantial and huge requirement of funds and management of scarce
resources.
5. Events require judicious planning and involve all important managerial functions.
6. Events involve facing an environment of risks and uncertainties
Type / Categories / Scope of Events:
1. Religious Events: These are such events which carry the religious sentiments of the people and
reinforce the belief systems and mark solidarity towards ones very own religion and religious
practices. Example: Kumbha mela, The Haj pilgrimage, Bengaluru Karaga etc.
2. Social Events: Social gatherings symbolize a sense of togetherness and bonding. These are
usually organised to celebrate major life events and religious ceremonies. E.g.: Weddings,
anniversaries, gala dinners, Navaratri celebrations, Ganesh Chaturthi etc.,.
3. Political Events: They include any function/gathering initiated and organised by a political
organization or candidate exclusively to advance and promote political purposes. Example:
Political rallies, political padayatras etc.
4. Networking Events: Networking is the process of intentionally meeting people, making
contacts and forming relationships in the hope of gaining access to such business-related benefits
as referrals, ideas, business leads, career advice and so on. Example: Business networking event
organized by the Karnataka Chamber of Commerce (FKCCI)
5. Entertainment Events: Entertainment events are of many types and generate the maximum
publicity and viewership among target audiences. Eg: Live programmes like musical concerts,
dance / drama performances or recorded and televised events like the Oscar Awards, Golden
Globe or the Filmfare awards.
6. Awareness creating events: Awareness among the public with regards tocertain causes or
social responsibilities meant for the common good of the people. Eg: Rallies, candlelight
marches, marathons etc. Charitable events meant for fund raising towards any cause.
7. Sports Events: All events conducted to promote sports activities, be it indoor or outdoor
maybe called a sports event. Example: Indian Premiere League, FIFA world cup
8. Education/Academic Events: Academic events are those where students, academicians and
industry representatives meet and discuss topics related to education. E.g.: Seminars, workshops,
and conferences
9. Business Events: Corporates/companies host a variety of events in the form of meetings,
conventions, workshops, presentations etc. example - board meeting of directors, business
dinners, banquets.

10. Crafts and Creativity Events: Exhibitions, fairs and expos are sometimes organized for the
purpose of exhibiting arts and crafts and other creative products and handicrafts. Examples - flea
markets, the arts and crafts fair at chithrakala parishad etc.
11. International Events: International Events are those which draw a big audience and serve to
improve relationships among nations at strategic, business, and political levels. Examples -
International cultural festivals, trade shows, conferences etc.
12. Promotional Events: Promotional events are those which help elevate ones business above
that of the competitors. Introduction of a new product in the market, creative uses of a product
and so on would require promotional campaigns.
13. Competitive Events: Competitive events are any such events which involve competition
between two or more individuals or teams. They may serve to test the physical, mental strength
and endurance of the participants as also their talent. Example - the IPL is a sports event,
competitive event as well as a promotional event.
Meaning and Definition of Event Management:
Event management is an application of project management to the creation development and
execution of events. It is the planning and management of an event or activity. It involves
studying the intricacies of the brand, identifying the target audience, devising the event concept,
planning the logistics and coordinating the technical aspects before
executing the moralities of the proposed event.
Five C’s of Event Management:
1. Conceptualizing: This is the first “C” involved in event management. The event manager
understands from the client the specific reason for which an event is being planned. This enables
the team to come up with a suitable theme or concept around which the event is to be centred.
2. Costing: Costing involves the preparation of budgets, cost estimates and the sources of
acquiring funds. Creating a provision for risk coverage and managing uncertainties is also done.
Canvassing: Canvassing activities involve networking and advertising to generate the required
mileage for the success of the event, with the ultimate objective of raising funds and obtaining
sponsorships for the conducting of the event.
4. Customising: Customisation of an event focuses on client satisfaction. Reinforcing client
requirements towards objective fulfilment and ensuring that it has a blend of creativity and
suitability to match changing trends and tastes of clients.
5. Carrying Out, Culmination and Control: This phase involves the actual execution of plans. It
includes all those set of activities and operations that lead to event execution and fulfilment of
the event objective.
OBJECTIVES IF EVENT MANAGEMENT
Every event must have a clearly stated overall aim; otherwise the event should not
happen. Events demand a lot of concentrated effort and commitment. This
commitment can only come out of a genuine belief among all participants that the
aims are worthwhile and that they will be beneficial in the long term.
As well as an overall purpose any specific event must have its own set of objectives,
these must be clear and be set down in a way which will allow you to judge the
success of the event after completion.
Objectives should always be SMART.
 SPECIFIC to the particular event and particular aspects of it
 MEASURABLE express the objectives in numbers and quantities
 AGREED make sure all team members know the objectives
 REALISTIC set objectives the organizing team can realistically achieve
 TIMED set a timescale for achievement of the objectives

DUTIES OF AN EVENT MANAGER

 Pre-event organisation
 Planning an event that meets the stated objectives
 Working out event budget, and logistics (venue, catering, etc)
 Managing an effective event marketing campaign
 Managing registrants
 On-the-day management
 Ensuring that on the day logistics are running smoothly (catering, venue, equipment)
 Managing event staff to help mark attendance, run speeches, provide attendee support,
collect sign ups etc.
 Sending SMS communications to attendees when needed (last minute venue changes,
parking notices etc)
 Post-event communication, reporting & analysis
 Managing post-event marketing/communications (‘thank you for coming’ email,
feedback surveys, etc)
 Reviewing reports
 Analysing feedback and report data to measure whether event goal was achieved

IMPORTANCE OF CREATIVITY IN EVENTS

Any individual can do an event, irrespective of whether the event turned out to be good or bad.
The only factor that will make a difference is the element of ‘creativity’. When we use it in a
correct manner then it can lead to a memorable experience for the clients and also helps in
making the right connections that can potentially have a positive impact on the brands and the
company.
The gatherings that happen during an event they are accustomed to experience something very
unique which sets the tone for the event. Every event that is organised has a 360° experience on
the guest from what s/he sees, hears, touches and smells. Each aspect that we have talked about
can be given a new definition as far as creativity is concerned. From the point of invitation to the
departure of the guest from the venue, creativity is like an injection that will help the guest to get
the right value or ROI (Return on Investment) from the event. Each moment acts as an
experience for the client which can create memories for the individuals as in today’s era, social
media plays a very important part in each one’s life. These moments can bring an engagement
element for the guests that can potentially extend the life of the event as well as its audience as it
would be a talking point for the guests.

MEANING OF EVENT DESIGN

Event designing is concerned with the development of an event environment in line with the
event concept, to achieve the event objective and at the same time keep the customers impressed
and the event remembered for.
Event designing starts from conceptual development to staging an event with the key elements of
creativity and uniqueness. Brown’s definition is as follows:
Event Design is the creation, conceptual development and staging of an event using event
design principles and techniques to capture and engage the audience with a positive and
meaningful experience.

Theme Design is the application of theme development principles and Event Design cultural
iconography to communicate and integrate the purpose, message, image, and branding of the
event project.
• Content Design consists of the selection of the appropriate topics, formats, and presenters to
achieve the communication objectives and educational obligations of the event project.
• Programme Design concerns the formation and choreography of the agenda of activities,
elements, exhibits, and amenities that shape the composition of the event experience. This
addresses the ceremonial,hospitality, and communication requirements of the goals and
objectives of the event project.
• Environment Design involves the creation or acquisition and arrangement of décor items,
props, furnishings, decorative embellishments, way finding and signage systems to enhance the
attractiveness and functionality of learning, marketing, ceremonial, and entertainment
environments.
• Production Design deals with the incorporation, sourcing, and selection of the appropriate
sound, lighting, visual projection, multimedia, special effect, other theatrical elements and
services to meet the communication objectives, and to create the desired impressions and
ambience of the event project.
• Entertainment Design encompasses the sourcing, selection, and control of suitable
entertainment, ancillary programs, and recreational activities in an event project. It also
encompasses the coordinating of support requirements for entertainers and activities in a manner
that delivers the desired entertainment experience, and that benefits the audience and
organization.
• Catering Design includes the determination of suitable catering operations and the selection of
the menus, quantities, and service styles to meet the food and beverage (F&B) needs of the
event. This also includes specific requirements associated with the serving of alcohol.
DECORATION
Decorating an event is the art of transforming a reception venue into something that was only
imagined, by individuals. It is the end result of a painstaking effort to creatively beautifying a
place, from wedding receptions and conference seminars to special ceremonies. Event Décor is a
closely related to event planning, because it also involves coordinating aspect of an event in
order to achieve a premeditated ambience. Décor is more concerned with the beauty of tables,
the chairs being well set and sometimes covered, the focus (stage), flowers and arrangement
types, color coordination or anything to lift the aesthetic of an event. An Events Manager as a
Decorator is someone who has an obsession for creating a wow effect at any kind of event. The
first thing that catches attention, at an event, before the food, drinks etc, is the ambience which is
created by the décor. A lot of individuals and even corporate bodies usually spend substantial
amount of money on their event decor, because to a very large extent it portrays their style and
taste. Decorations at an event are necessary for setting the mood, framing the emotion and
underscoring the importance of the event. From crepe paper streamers to professionally-designed
displays of color and beauty, decorations generally work within a theme determined by event
sponsors and coordinators, setting the stage for the bulk of the event proceedings.
Decorating for large events can prove daunting, requiring equally large displays to be seen
among a sea of people, vendors, event booths and accompanying equipment.
Colors must be chosen and established for the event in keeping with the chosen theme, reflected
in promotional materials, advertisements and floral arrangements, tying the whole together into a
feast. Therefore an event manager must possess skills of creativity, appreciate new ideas and
allows freedom to talent in the organization to contribute to its best potential.
Types of Sports Events
The organization of events is perhaps the primary activity of sport and recreation
organisations. Workers in the sport and recreation industry, salaried and voluntary, are essentially
organizers of people whether they be event directors, coaches, referees, instructors or facility
supervisors.
This organization of people is manifest by what we see and call an “event”.
The term “event” in the sport and recreation industry usually refers to a situation where
participants, facilities, equipment and other resources are coordinated to enable a form of sport.
The events conducted by Sport/Recreation organisations include:
Competitive or non-competitive sport and recreation events
Courses
Promotional events
Conferences
Fundraising events
Competitive events may range from the Olympic Games to a small local under 7’s soccer match
and anything in between. The scope of the events therefore depends upon the purpose of the
event, the extent of participation, the facilities and equipment required, and the importance of
the event in terms of community interest.

The organization of courses to assist participants learn more about playing, coaching and
officiating are a fundamental part of the work carried out by recreation organisations. Such
events must be carried out to ensure the continuance of the sport or recreation activity.

Promotional events are not primarily organized for the benefit of the player or participant.
They are organized to promote the sport or form of recreation activity to a target market with
the underlying objective to increase participation. They may also have a second objective to
promote the sponsor to the target market as well.

Conferences have many objectives. They may be organised gatherings of participants and/or
members to carry out planning, to review progress, discuss important issues, circulate new
information, select committee personnel, examine the position of the organisation and to impart
new knowledge about the sport or recreation activity.

Fundraising events include dinner functions, special entertainment functions, bingo or card
nights, charity auctions and awards evenings.

Irrespective of the type of event, the skills required to manage an event are much the same and
only the magnitude and complexity differs. Persons who are called upon to manage an event may
acquire many titles but in this text for the sake of simplicity they will be called the event
Director.

WHAT IS A PRESS RELEASE FOR THE EVENT?

The press release for the event is intended to briefly and clearly explain to journalists why they
need to attend the event. The answer to the question: “Why should I come here?” The release
also contains information about the event, time, venue, travel scheme, and contacts of a PR
expert or other responsible person.
Main Components of the Event Press Release
When you write an event press release, you’ll add more info here and there or make an accent on
some parts. Yet, we recommend you follow a standard template format of an event press release
template:
Title is the first thing any person will see in your press release. It must be eye-catchy in order to
attract more attention and clearly explain what will be spoken about. It should include an
informative reason, as well as the name of the event that will be discussed in the text.
Lead is the information basis of the text. You should explain in a few sentences the main idea of
an event in this section. Reveals the material in one or two sentences, briefly answering the
question: “What is this press release about?”
The body of text or the bulk of the press release reveals all the details of the information guide.
There may already be figures, facts, statistics, and other intriguing details. Remember that the
most important information should be communicated in the first paragraph.
Quote. A comment or expert opinion is a decoration of your text and a great tool to make the
material brighter and more lively. And when necessary, the quote makes it possible to highlight
the newsmaker, pay attention to the key figure associated with the event.
Info Help. Brief and clear information describing the event. You can include the history and
main achievements of the brand, as well as elements of identity, for example, the logo.
Visual images and links. Add media associated with the event. It can be a photo report or its
poster, infographics, banners, promo photos, and more.
Media contact / Press contact person. You must complete the contacts of the event
representative or organizer from whom you can obtain additional information or materials for
publication. Here you can add links to the company’s Internet resources: website, landing, and
social networks.