Special Events Notes

Title of the Paper: Special Events (Major Elective) (Event Management)
Subject Code
:
Semester
: Fourth
Credit
: 4(Four)
UNIT -1
Conference programming, Speaker selection, Venue selection and site visits, Conference budgeting,
Audio visual requirements, Simultaneous translation, Risk analysis, Attendee evaluation
UNIT- 2:
Exhibition Management, Types of exhibitions, Trade shows vs. consumer shows, Running an exhibition.
Exhibiting at a show, Designing exhibition stands, Managing a sales team, Making the most out of
exhibiting, Event logistics
UNIT-3:
Wedding Planning, Venue selection and liaision, Client brief, Budgeting, Guest lists and invitations. Gift
list, Menus and catering, Flowers, favours and table decorations, Transport
UNIT -4
Sports Event Management, Creativity, Types of sporting hospitality, Logistics and onsite management
Choosing sporting celebrities and managing expectations, Onsite staff selection and admissions
Management
UNIT -5
Celebrity events, Concerts, Launches, Fashion shows, National festivals and high-profile charity events
Liaising with agents, Contract negotiations, Client briefings, Celebrity wish lists and expectations
Paparazzi and entourages- MCs and entertainment- Commissioning celebrities
Reference Books

1. Special Events: Twenty-First Century Global Event Management, Joe Goldblat, Wiley
2. Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and
Expositions, 2nd Edition, C. A. Preston- Wiley
3. The Event Marketing Handbook: Beyond Logistics & Planning Paperback – August 11,
2012, Allison Saget,

4.Special Events: Creating and Sustaining a New World for Celebration, 7th Edition, Joe
Goldblatt, Wiley
5. Professional Event Coordination, 2nd Edition, Julia Rutherford Silvers

UNIT -1
Conference programming, Speaker selection, Venue selection and site visits, Conference budgeting,
Audio visual requirements, Simultaneous translation, Risk analysis, Attendee evaluation
INTRODUCTION
What is an Event?
An event can be described as a public assembly for the purpose of celebration, education,
marketing or reunion. Events can be classified on the basis of their size, type and context.
An event can be:


Social / life–cycle events: Events like Birthday party, Hen/Stag party, Graduation day,



Bachelor's party, Engagement, Wedding, Anniversary, Retirement day, Funeral etc.
Education and career events: Events like education fair, job fair, workshop, seminar, debate,



contest, competition etc.
Sports events: Events like Olympics, World Cup, marathons, Wimbledon, wrestling matches



etc.
Entertainment events: Events like music concerts, fairs, festivals, fashion shows, award




functions, celebrity nights, beauty pageants, flash mob, jewelry shows, stage shows etc.
Political events: Events like political procession, demonstration, rally, political functions etc.
Corporate events: Events like MICE (meetings, incentives, conferences, exhibitions), product



launches, road shows, buyer-seller meet etc.
Religious events: Events like religious festivals / fairs, religious procession, Katha, Pravachan,



Diwali fair, Dusherra fair etc.
Fund raising/ cause related events: Any event can be turned into a fund-raising or cause
related event e.g. auctions.

Objectives of Event:
Successful event planning is the key to successful alumni groups. Keep in mind the overall objectives
of both the SF State and your alumni group in all program planning. For many, alumni events
represent the only contact they have with other SF State alumni or the University. Advanced planning
and execution are important to the success of each event.


Establish a committee and sub-committees – Event committees are necessary to properly plan
and execute events.



Sub-committees can be formed to organize specific activities at the

event. This will spread the workload, and develop future leaders for your alumni group.
Encourage involvement from alumni group members – The more involvement you seek from
regular members, the stronger your alumni group becomes.



Involve the Alumni Association – Advanced notice given to the Alumni Association of your



upcoming event will increase your visibility and communication to alumni members.
Event Balancing – Are your events spaced equally throughout the year? Are they appealing to
your constituents? Do you have diversity and a blend of social, cultural, athletic, and friendraising events? Do you plan your events in conjunction with the Alumni Association’s events?
Consider doing a brief, informal survey among your constituents to determine their specific
needs and interests.

How to Plan an Event
What does event planning involve? Here is a high-level overview are
some of the basic steps you’ll need to follow when developing an event. We
can't identify all of the details you’ll need to think about (since much of it will
depend on the type of event you are holding), but we hope the following
provides a starting point for your event planning.

10 Steps to Get You Started With Event Planning
1. Develop Event Goal and Objectives:
The very first step is to establish a tangible goal and

objectives.

(e.g., why are you organizing this event and what do you hope to
achieve?)
2. Organize a Team:
Any event takes a concerted team effort to handle all of the details.
Consider identifying one key Event Manager or Event Chair as well as
individual Chairpersons for subcommittees, such as:
 venue management;
 speakers;
 entertainment;
 publicity;
 sponsors;
 volunteer management
3. Set a Date:
The date might already be pre-set for a reoccurring event, but if this is
a new event, be sure to consider the following before firming up your
date:

 Give yourself enough time! Ideally, you should have 4-6
months to plan (depending on the nature of your event)
 Be aware of statutory and religious holidays
 Avoid school holiday time periods (e.g., winter, spring and
summer holidays)
 Check dates with key participants – e.g., speakers, presenters,
VIP guests, etc.
4. Brand Your Event
If you want your event to stand out, you need to choose a timely and
compelling theme that sets you apart from your competition. This
means that you need to come up with a dynamic overall theme and
you need to take great care with the actual name – since it can be a
key attention-getter, especially in online media.
 Brainstorm names: When you are brainstorming the event
name, think about:
- How is your event different from other events in your
sector?
- What are you hoping to convey through this event?
 Create a Tagline: Once you’ve come up with a name, also try to
craft a tagline – a short, memorable branding slogan that
describes the event.
 Design a Logo: The final step will be having a logo created to
represent your event. A logo can be an effective branding tool –
offering immediate recognition of your event in all of your
publicity and promo items (e.g., T-shirts, water bottles, bags,
etc.)
5. Create a Master Plan:
This plan should encompass all aspects of the event, including:
 Venue, logistics & catering management (contracts, permits,
insurance, etc.)
 Speakers/presenters

(identifying,

management)
 Activities/entertainment

confirming,

logistics

&

 Publicity/promotion (online & off-line, e.g.,: web page & online
promotion; events calendars; printed programs; media relations;
signage; social media, etc.)
 Registration (online sign-up, payment and tracking; on-site signin, etc.)
 Sponsor/partner management
 Volunteer management
6. Determine Administrative Processes
In other words, how are you going to keep track of your planning,
registration, budget, guest and speakers lists, etc.?

7. Identify and Establish Partnerships & Sponsors
Are there organizations that you could partner with or call on for
sponsorships to defray the costs and increase potential participation?
When you involve other people or groups in your event, they have a
stake in helping spread the word and making the event a success. You
might want to consider:
 Seeking corporate sponsors to fund a portion of the event.
This can range from national organizations that might want to
sponsor a dinner, offer a door prize or a key silent auction item,
to local businesses that might be able to provide goods or
services, such as flowers for the tables, gift bag items, etc.
 Partnering with community organizations who might be able
to offer a venue and/or assistance with organizing or staffing an
event
8. Create a Publicity Plan
Even with the most amazing speaker or entertainment line-up, you
need publicity to get people in the door. Event promotion starts with
the initial notice or page on your website, note in your newsletter or
email to save the date, and then builds to include online and off-line
publicity, media relations and on-going outreach to encourage
registration. And no plan is complete without the post-event thank-you,

sponsor acknowledgements and articles about the event’s key
messages or fundraising success.
9. Establish a Budget
Your budget should incorporate estimates for all of the key items
identified on your Event Master Plan. Don’t forget to include any travel
or accommodation costs for speakers, presenters, etc.
10.
Determine Evaluation Process
How will you determine if your event is a success? Do you measure
success by the number of registrants or attendees or is it dependent
on you breaking even or raising a target amount in donations?
When you set your initial event goals and objectives, you should also
consider how you will evaluate the event to determine your success.

THINGS TO CONSIDER WHEN
PLANNING EVENT
1. Who is doing the planning?
Depending on the size of your event, you may be doing the planning
on your own or with a committee. Try to decide on who will be involved with
the planning from the beginning. Once you have decided who will be
involved, make sure that everyone remains informed of the planning process
and timeline.
2. When will the event take place?
When deciding the date for your event, you will need to consider how
much time will be required to make the event successful. Some important
things to consider are how large the event will be and how many people are
helping to plan the event. You should also try to avoid major holidays and
local or national events important to your community.
3. How can you stay organized?
Organization is key when you plan an event. One important component
of staying organized is having a timeline for your event. A timeline should
include all of the tasks needed to make your event a success and a due date
for having them completed. It is important to keep the time line updated if
new tasks become necessary and as tasks are completed. Communication
between everyone involved in planning is very important so that every task
is completed and efforts aren’t duplicated. Try using a color scheme on your
timeline so it is clear who is working on which tasks.

4. What type of event should I have?
Many times you will know in advance what type of event you are
planning based on previous events you have held or your organization’s
mission.
5. Where should the event be held?
Finding a location for your event is one of the most important tasks, so
make sure you think carefully about your chosen site. If you have a space
available at your own facilities that will accommodate your needs, this will
save you time and money. If not, there are several questions to ask before
you decide on your location:
 Is the space big enough to support your needs (both in terms of people
and equipment)?
 Is the location accessible to your community? This includes handicap
accessible, easy to find from the road with visible signs, short travel
time or close available accommodations.
 Is the location available on the date and time of your event? Make sure
to book time for set-up and clean-up and learn if there will be other
events before or after yours.
 Are their multiple rooms available if your event requires small groups?
 If you are using multiple rooms, are they easy to find and are you
allowed to put up directional signs?
 Are there enough chairs and tables available to meet your needs and
will your participants be comfortable in the space provided?
 Is the equipment you need available at the site or able to be brought
in? Is there anyone who can provide technical assistance?
 Do you want to provide food or beverages at the event and do you
have an adequate budget to do so?

o If so, are there catering services available that meet the dietary
preferences of your community or can you bring in your own food
and beverages?
 How much will the location cost? Remember to include costs for space
rental,

equipment,

catering

and

miscellaneous

costs

such

as

registration, table renting, or parking fees.
 Is a deposit required and is there flexibility to change locations,
increase or decrease space requirements or change the date or time?
6. How much will the event cost?
When you begin to plan your event, make sure to create a budget
based on how much you or your organization has available to spend.
Remember that unforeseen costs can arise, so plan for these in your budget.
This is often done by overestimating some costs. Remember to include costs
for your venue (space, equipment and catering), office supplies and postage
for planning and marketing efforts, and any special costs based on your
event such as speaker gifts or video rental.

7. How can I let people know about my event?
Your marketing strategy should be based on who you want to attract to
your event and what works well in your community. Some possible options
include: fliers, posters, blurbs in a newsletter, e-mails or postcards and press
releases for local newspapers. You can find templates for these options in the
community events tool kit located at www.GenoCommunity.org. Remember
that you can always use more than one strategy depending on your budget
and who you are trying to attract.

Which Areas Of Expertise Are
Important In Events Management?
Choosing a client to take care of your events management needs can
be a daunting experience.
After all, there are so many companies and firms out there that claim
to be experts in event management and are willing to promise you the moon
if you choose them. It is important to look to a firm’s records to make sure
they are right for you and that they have the skills and resources to meet
your needs in a timely, friendly, and professional manner.
Here are some of the areas of expertise that are important to consider
when choosing an events management team.
1. Conferences and Executive Meetings
The first area of expertise to consider when choosing a firm to help
manage your events is conferences and executive meetings. Look for a firm
that is capable of helping you through every element of staging the
conferences and executive meetings you might need to manage, from the
design stage all the way through to the execution stage.
Also make sure the firm you hire is one that has experience managing
executive meetings and conferences of all sizes, from those that are small
and intimate with only a few key players to large scale events that may host
thousands of delegates. A high quality event management team will also
have the flexibility to scale up or scale down their management of your
events, depending on the resources you already have available and your
specific requirements.

Naturally, an event management team will be a stronger candidate if
they have experience managing a wide range of conferences and gatherings,
including symposiums, corporate training sessions, roadshows, annual
general meetings, congresses, summits, and the meetings and conferences
mentioned above.
Look for case studies; ask the firm for them if you have not already
reviewed them, and check to make sure they have performed good work not
just in the past but recently as well.
2. Sponsorships and Exhibitions
When selecting an event management team, a second area of
expertise to consider is sponsorships and exhibitions. Look for teams that
view these areas as strengths instead of as weaknesses. A good event
management team will be able to take care of every part related to the
staging of an exhibition. This does not include simply being there on the date
of the exhibition.
Rather, it includes a number of factors that must be executed
flawlessly long before the exhibition in order for the exhibition itself to work
without interruption. This means the teams you consider should be capable
of handling the planning of the exhibition, the budgeting, marketing, and
logistics onsite as well as liaisons with exhibitors.
Similarly, when it comes to sponsorship, be sure the team you select
has

the

skill,

knowledge,

and

networking

competence

to

maximize

sponsorship opportunities and relationships. This might mean helping you
work effectively when it comes to profiling your sponsors in some scenarios.
In others, it might mean being able to increase the sales of your
enterprise or having the skills necessary to cultivate leads that lead to
business opportunities.

3. Incentives
Finally, incentive trips are an essential element of business in many
circles, and treating delegates to a good time can be crucial in making
headway in a number of industries. Do not leave such golden opportunities
to chance. Look for an events management team that is capable of project
managing every part of a trip with incentives.

This might involve managing weekends to Sydney or fully paid trips across
the Pacific to Europe or North America. Regardless of whatever incentives
you may have planned, a good team will be able to meet your needs and
give your delegates an experience they will never forget.