Event Report – Events Management
Assignment 1
Conduct research on an event of your choice, either online or by attending a local event. Prepare a report of approximately of 700-1000 words related to this event. Make sure to describe the three aspects of event management presented in this Module.
Event Objective (10 points)
Food and Beverage (10 points)
Strategic Planning (10 points)
Assignment 2
A Fortune 500 Corporation has selected your company to create their 100th anniversary celebration. This history-making event will be held on one day, and encompass three-different activities and venues – an employee business meeting, celebration activities and a gala dinner. Prepare a report of approximately of 1000 words describing how you will plan this event. Use the following topics as guidelines:
Understanding objectives (10 points)
Selecting venues (10 points)
Catering for the gala dinner (10 points)
Ground transportation to and from events (10 points)
Assessment of any risks associated with the event (10 points)
Assignment 3
Attend a local event (social or corporate). Write a brief report on the event describing details such as event type, venue, décor, invitations and food. State your impressions of the event, in terms of the following:
Things that were well planned and things that were not well organized (10 points)
Explain in detail the elements that were not planned well and describe how you would improve on them to make the event better (10 points)
See attachment
Copyright
© 2012 International Institute of Event Management (SM). All Rights Reserved.
CERTIFICATE PROGRAM IN
EVENT MANAGEMENT
MODULE TWO
FUNDAMENTALS OF EVENT
PLANNING
INTERNATIONAL INSTITUTE
OF EVENT MANAGEMENT
Copyright © 2012 International Institute of Event Management (SM). All Rights Reserved
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Copyright © 2012 International Institute of Event Management (SM). All Rights Reserved.
MODULE TWO: FUNDAMENTALS OF EVENT PLANNING …………………….. 1
EVENT OBJECTIVES ……………………………………………………………………………………………… 2
STRATEGIC PLANNING ………………………………………………………………………………………….. 4
EVENT VENUE …………………………………………………………………………………………………….. 7
VENUE DESIGN …………………………………………………………………………………………………. 14
CONTRACTS ………………………………………………………………………………………………………. 18
INVITATIONS …………………………………………………………………………………………………….. 22
FOOD & BEVERAGE ……………………………………………………………………………………………. 24
RISK MANAGEMENT …………………………………………………………………………………………… 27
MODULE TWO: ASSIGNMENTS ……………………………………………………………………………… 36
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MODULE TWO: FUNDAMENTALS OF EVENT
PLANNING
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FAILURE IS SIMPLY THE OPPORTUNITY
TO BEGIN AGAIN, THIS TIME MORE
INTELLIGENTLY
– Henry Ford
EVENT OBJECTIVES
n event manager produces a wide variety of events from birthdays to
meetings to conferences. Regardless of the type, there are some basic
elements that apply to every event, though their details may vary. This
section covers these basics and answers the most fundamental questions:
what, why, and where?
Every event is planned for a reason. It is absolutely critical to determine and understand
the objective to be achieved at the end of the event. The SMART methodology is a
good approach to setting objectives. Every objective must meet the SMART criteria:
S – Specific
M – Measurable
A
– Achievable
R – Realistic
T – Time bound
What questions must be asked to ensure that the objectives are SMART? Here’s a
sample of questions we’ve used in planning actual events:
A
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Is the purpose of the themed party to celebrate Halloween or Mardi Gras?
Who will be on the guest list and how does that affect the decor and activities?
What age group will be attending the event?
In planning a birthday party or an anniversary party, do you know the likes and
dislikes of the people for whom it is being organized?
Is this corporate event for the purpose of increasing sales figures or for employee
motivation?
OBJECTIVES & ROI
One area increasingly coming to the forefront of ROI (Return on Investment)
discussions is meetings. Executive management teams require specific measurable
results for their meetings and incentive programs. Return on Investment is a percentage
of the net profit of an event over the investment. This is a standard computation that
takes into account the amount of money spent on the event compared to the sales or
estimated value the organization has received as a direct result of the event.
However, the real story lies beyond the numbers. While many event planners measure
the success of an event by staying within budgetary guidelines and assessing
attendance satisfaction, corporations measure its success by whether or not the event
has met its objectives and what business impact was generated from this individual
event. A complete evaluation of the event, both from the organization’s and the
participants’ point of view, must be included with the financial calculations in order to
give stakeholders a true reflection of the outcome of the event.
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For example, your CEO or vice president of
sales might ask, “What is our company’s ROI for
the national sales meeting?” In recent years, a
familiar answer, “We’ve motivated the team to
sell,” is no longer considered a measurable
result. Further, meetings and events are two
distinctly different disciplines, but events are also
moving more into quantitative and qualitative
ROI measurement.
Instead of stating goals
and objectives in vague
and abstract terms like
“guests having a good
time,” consider using
quantifiable measurement
tools, such as attendance goals, satisfaction
surveys, sales leads generated, increase in
employee satisfaction – in more simple terms,
you cannot control or improve on things you do
not measure.
STRATEGIC PLANNING
Strategic planning for your meeting is an important early step in the planning process.
You already know that planning a meeting or an event involves scads of details.
However, a timeline is not just one big to-do list. In fact, it’s quite different. A good
timeline will
identify
key tasks and dates and keep your priorities straight. Most
CONSIDER
THIS..
Instead of stating goals
and objectives in vague
and abstract terms like
“guests having a good
time,” consider using
quantifiable measurement
tools, such as attendance
goals, satisfaction surveys,
sales leads generated,
increase in employee
satisfaction – in more
simple terms, you cannot
control or improve on things
you do not measure.
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importantly, it will factor in the time you need to make sound decisions. Timelines are as
unique to an individual meeting as the people who create them. Your planning tasks
differ from meeting to meeting. They are also different depending on whether you are
planning a corporate, association, nonprofit, or business meeting or event, and so on.
Effective timelines must be customized to each unique situation.
One important question is “When do I begin finalizing the planning process in earnest?”
The answer is “When you have a confirmed date and venue.” This is because these two
elements determine almost all of your other decisions such as marketing, selecting
speakers, catering, transportation, budgets, and so on. Before we go any further,
however, realize that there are instances when you know for a fact you are doing a
meeting, you just don’t know the exact dates or location. You can and should develop a
timeline that includes your RFP process, site selection, and the associated decisions.
This is especially important for annual meetings, when you are preparing for them
months in advance.
It is a good idea to apply a category to each of your tasks. Here is a sampling of
categories:
Audio-visual
Budget
Communications
Exhibits
Hotel or site
Mailings
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Marketing
Printing
Programming
Public relations
Registration
Speakers
Supplies
Transportation
Vendors
Another planning suggestion is to identify a milestone first and then add the specific
tasks about that milestone. For example, decide when your first promotional
marketing piece needs to be mailed. Then determine what kind of mailer it is, what it
says, what it looks like (logos, colors, printing), how many other promotional pieces
you need, their mailing dates, and so on. By placing the critical element on the
timeline before scheduling the associated details, you can ensure that you have
allowed enough time to get them all done.
The planning process does not end with the start of your program. There will be
important details to follow up on after your program is completed. You must write thank
you letters to all vendors, helpful site staff, sponsors, committee members, planning
staff, and many more in a timely manner. You will need to review all invoices, see that
they are paid, and review/tabulate your meeting evaluation(s). Be sure to schedule
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these tasks so they are completed as soon as possible after your meeting. Never
consider your timeline complete, until these tasks are complete.
EVENT VENUE
Choosing a venue is one of the most critical early planning stages of any event, be it a
wedding, a birthday party, or a corporate event. The location must be chosen as early
as possible, and it is the most difficult element to change once the event execution
begins.
VENUE BASICS
In selecting a venue, the first choice is between an indoor and an outdoor location.
When considering an outdoor venue, be sure to check the weather conditions. Poor
weather may require the use of tents, heating, or an alternate location. For indoor
events, the choices include hotels, conventions centers, community centers,
restaurants, museums, public parks, and private homes.
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Before deciding on a venue, determine how many guests are expected to attend the
event. The answer to this question alone will help to narrow down the options. Once you
have selected the venue and checked its availability, the next step is to prepare a
checklist of facility questions:
Does the venue have the capacity to accommodate all the guests?
Is there a separate breakfast/lunch area for serving food?
Is there adequate parking for all the guests? Is the parking free? If not, what is
the parking fee?
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Is there Wi-Fi and Internet access for attendees within the facility?
Are the meeting areas equipped with audio/visual setup? Is this included in the
rental?
Does the facility provide an audiovisual expert on the day of the event?
Does the facility allow banners to be put up at the location? Are there any
restrictions?
What are the payment options and cancellation policy?
Read the rental contract and asked for clarifications if unsure?
Is onsite catering available? What is the cost?
Is a kitchen available on site? Will the outside caterers be allowed to access the
kitchen to set up and warm the food?
Discussed contracts, disclosures, and insurance requirements?
Does the facility permit the caterers to come in the night before to set up the
tables?
Who is responsible for the cleaning after the event?
Does the facility have enough chairs and tables to seat all the guests? Will you
have to rent them if they don’t have enough?
Can the facility provide a list of vendors?
Is serving alcohol permitted in the facility? Does the facility provide the
bartenders?
SEATING OPTIONS
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Another important decision is the seating arrangement. There are a number of different
seating styles suited to different kinds of events. The following list of seating
arrangements gives an overview of the different options available, which can be used in
combination if the event requires it.
CRESCENT/HALF-MOON SETUP
Round tables arranged with 4-6 chairs, depending on table size.
Facilitator and participants facing the speaker.
Great for lunch meetings, educational sessions, and small group discussions.
CLASSROOM SETUP
Rows of tables with chairs facing the front of the room, with enough writing space
for each participant.
Can be used for training sessions with Q&A follow-up.
Not appropriate for participants interacting with each other.
CHEVRON SETUP
Chairs arranged in a slanted “V” shape with an aisle between two tables.
Chairs facing the front with the speaker as the focal point.
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THEATER SETUP
Chairs placed facing the podium.
There are no tables in this style of seating.
Popular style for presentations, conferences, and workshops.
BOARDROOM SETUP
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Chairs placed on either side and at ends of a rectangular table.
Appropriate for interactions among participants.
BANQUET ROUNDS STYLE
Round banquet tables with 8-10 chairs.
Works well for meals during conferences and for a variety of social events.
Primary drawback is that some of the attendees do not have a clear view of the
stage.
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Use the following estimates to calculate the total area needed for comfortable seating.
Crescent style: 10 sq. ft. per person
Classroom seating: 9 sq. ft. per person
Theater seating: 7 sq. ft. per person
Boardroom seating: 10 sq. ft. per person
Banquet Rounds: 12 sq. ft. per person
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.
VENUE DESIGN
It’s the decor and ambiance that create the first impression and set the mood for any
event. Depending on the nature of the event, you can either hire a designer/decorator or
do it yourself. For a five-year-old’s birthday party you might buy the decorations at a
local store and show your creative side, while an extravagant wedding reception would
more likely demand the services of a professional.
CONDUCTING SITE INSPECTIONS
Never secure a location
without a thorough walk-
through of the facility.
Understanding the layout of
the venue helps ensure that
adequate time is set
aside for setup and decor before the event. It can
also help in determining catering needs and
options. For instance, you may need to use the
kitchen without any restrictions. Also ensure that
other suppliers such as decorators and caterers
are present during the walk-through, as there is
no other substitute for understanding the floor
plan and restrictions. A good walk-through will
help caterers understand the layout of the facility
CONSIDER
THIS..
Never secure a location
without a thorough walk-
through of the facility.
Understanding the layout of
the venue helps ensure that
adequate time is set
aside for setup and decor
before the event. It can also
help in determining catering
needs and options.
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and the entry points to the building. Be sure to set aside two to three hours for a walk-
though, preferably two or three weeks before the event
KEEP IT REAL
The key to successful decor is keeping it in tune with the theme of the event and being
realistic about available time and resources. Be sure to keep the customer’s
expectations from running wild. Highly unusual theme selections may lead to
disappointment, as it may be very difficult to find the appropriate material and content.
The right approach is to be creative with what is available and to impress the client by
channeling creative juices into something realistic. Remember: before a customer can
dream it, you should be able to theme it!
DECOR AND VENUE
Decorations and design are the soul of any event and are intricately tied to the venue.
Once the venue is confirmed, it becomes the canvas for the event’s design. Some
popular decor items are balloons, props, flowers, fabric, and—last but not least—
lighting.
KEY SUPPLIERS
A successful event manager will lean on expertise from lighting experts, floral
designers, and artists. The effective use of color, light, and texture will create the perfect
ambiance for the occasion, suited to the type and purpose of the event. When
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organizing for corporate clients, brainstorm with them to work the company name or
product into the most unusual aspects of your event. Start by understanding the
impressions that a customer intends to create, which will form the basis for the theme,
style, and color. Every effort should be made to showcase those elements that convey
the purpose of the event. Consider displaying a logo at the entrance of the hallway or
room to catch the eye of the attendees as they enter. Hire a company that excels in
planning, design, and setup for all aspects of the event.
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CREATING THE RIGHT AMBIANCE
The use of audio as a
design element can
enhance the mood of the event. When all the
senses align together, a very powerful design
element is created, facilitating the smooth flow of
activities during the course of the event. This in
turn produces a feeling of joy and upliftment that
guests will remember
for years to come.
Space management is another important factor to
incorporate into your design framework. Use
space in an efficient manner. Do not clutter the
floors with too many props and do not place
tables too close together. On the other hand,
allowing too much empty space can distance
groups of people from one another. Clever use of
space will allow your guests to move around
freely without feeling lost.
Lighting is an important element of design and decor, especially in creating the mood of
the event. The proper use of lighting can transform an ordinary event into a spectacular
experience. Use light systems to promote sponsorships by creating customized light
designs that display logos in the room. Up-lighting a room with warm light, colored
CONSIDER
THIS..
The use of audio as a
design element can
enhance the mood of the
event. When all the senses
align together, a very
powerful design element is
created, facilitating the
smooth flow of activities
during the course of the
event. This in turn produces
a feeling of joy and uplift
that guests will remember
for years to come.
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lights, and golden hues can create a magical atmosphere. Brighter, onstage lighting
may be more appropriate for other events.
The decor for themed parties is relatively easy, being driven by theme of the event.
Examples of themed decor are casino night, winter wonderland, cafe setup, Hawaiian
luau party, decade party, and Mexican fiesta. Remember that decor is an excellent
opportunity to add your personal touch.
CONTRACTS
Planning a “special event”, be it a wedding, fundraiser, parade, community gathering,
concert in the park, or marathon….requires
detailed planning and preparation. Part of that
planning should include safety considerations
such as contracts and insurance.
A contract is an agreement
between two or more
parties that create
obligations for the parties
involved. A legal contract must be a formal
written document agreed upon and signed by
both parties. Some consider an oral agreement
to be a binding contract between the parties
involved, however, the recollection of the
obligations by the parties may differ and having no written and agreed upon document
has the potential to result in confusion at best and lost money and time at its worst. It is
CONSIDER
THIS..
A contract is an agreement
between two or more
parties that create
obligations for the parties
involved. A legal contract
must be a formal written
document agreed upon and
signed by both parties.
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advisable to have written agreements as these enable the parties to confirm numerous
details of the agreement. Well drafted and complete contracts will save you the hassle
of any litigation that may arise later due to a crises. Be careful before signing on the
dotted line. Make sure all the detailed agreements are listed in the contract and that all
the parties involved understand the terms of the contract.
Contracts contain terms and conditions to protect the interests of all the parties
involved. It is important to understand the various aspects of the contract.
While planning a big event it is wise to designate a responsible “Safety” Team Leader
who will be the go-to person and is fully aware of the event’s planning, schedule, and
safety plan and should oversee or be familiar with all the safety features of the event.
Site Selection- Select a location that is adequate for the number of participants and
spectators, accessible by all (keep in mind guests with disabilities), has adequate
accessible restroom facilities, exits are well marked, fire extinguishers and smoke
detectors are in good order, all surfaces are smooth, non-slip, and even, outdoor
sprinklers are turned off. Indoor and outdoor lighting should be adequate, with plenty of
accessible and secure parking spaces nearby. Ensure that your insurance will cover
you for any risk you assume in the venue’s lease or rental agreement. Read the lease
agreement carefully as you will want to make sure you are only agreeing to be liable for
those things over which you have control.
The type of use and number of participants for which your facility is safely suited should
be carefully considered, and described in your lease, permit or use agreement. It
should go without saying that you should in fact have a written agreement for a
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member’s (or other third party’s) use of your facilities, and that agreement should cover
the scope of permitted use, indemnity obligations, insurance requirements and liability
waivers.
The site rentals most often write up an offer as a contract with the date of acceptance. If
you do not sign and return the offer by the mentioned date the site can be leased to
other parties.
Serving Alcohol – Check to see if you can have a licensed vendor serve alcohol. If not,
you’ll need a procedure for checking ID’s, and those serving alcohol should be trained to
serve/not serve patrons as appropriate. Cut off the booze service 2 hours prior to
ending your event as a precaution. If any of the members get DUI’s returning home from
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events then the venue would be liable for supplying the alcohol and allowing the
attendees to drive home intoxicated.
In addition, liquor liability insurance coverage should be obtained and, if alcohol is to be
served by a third party host, an appropriate liquor liability insurance coverage should be
provided by the host via the property use agreement. The potential need for a
temporary liquor license should also be considered. For example, a wine tasting event
may require a one day liquor license.
Food and Beverage – Plan for proper refrigeration and heating, proper food service
(don’t want guests burning themselves on hot, spilled coffee!) If the event is catered,
ask the vendor to provide you with a copy of their insurance certificate and an
endorsement naming you as “additional insured”.
The food and beverage contract should specify the same important details such as the
date by which the confirmation should be made and the number of attendees be
confirmed, the date of confirmation of the menu and beverage services, agreement on
the costs of the food and beverage and details on gratuities, taxes and regulations.
Some food and beverage contracts are based on the minimum number of attendees or
a minimum dollar amount. In contracts with such an attrition clause be sure to specify
the consequences if the number of guests or the total amount falls below the agreed
number.
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INVITATIONS
Guests can be invited in a number of ways. As a prelude, “save-the-date” invitations or
e-mails are useful in providing a preview to guests and in some cases (such as product
launches) can help create marketing buzz around the event. Spend time in researching
options such as print material, type of printing, e-mail marketing software, design, and
layout. Make sure that your choices fit within the customer’s budget. All invitations
should include basic content such as:
Purpose of event
Logistics information (venue, date, time, duration, and location)
Information about attire
Directions and parking information
Contact information (phone, mailing address and/or e-mail)
RSVP (method and date)
It is just as important to track responses to invitations. This is critical in managing other
elements such as venue capacity, catering needs, transportations and so on. It also
helps to create a follow-up plan for reminders, changes in event logistics or to get more
details from confirmed attendees.
Responses to invitations can be managed in a simple spreadsheet or, for large
corporate events, by leveraging the organization’s customer-relationship management
(CRM) tools to manage and track this information.
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E-MAIL INVITATIONS
E-mail is the quickest and most effective method of sending and managing invitations,
as long as one has a complete and current list of e-mail addresses for the people to be
invited.
E-mail invitations should have a professional appearance,
with eye-catching graphics,
an effective subject line,
and relevant content.
Properly combining e-mail event invitations with an
online event registration and payment processing
system will dramatically streamline this process,
increase attendance numbers, reduce manual data
entry, and simplify attendee-tracking tasks. Post
event data analysis of over 75,000 events shows
that planners can achieve up to three times the
standard response rate after implementing
integrated e-mail marketing, direct mail, and
outbound calling campaigns.
Another key advantage of e-mail invitations is their
ability to incorporate advertising, links to the event
page, and other relevant content. Take care,
however, not to annoy attendees by sending them
CONSIDER
THIS..
E-mail is the quickest and
most effective method of
sending and managing
invitations, as long as one
has a complete and current
list of e-mail addresses for
the people to be invited. E-
mail invitations should have
a professional appearance,
with eye-catching graphics,
an effective subject line,
and relevant content.
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constant e-mail reminders. There are several e-mail marketing tools, such as Constant
Contact, that can be used very effectively to manage your e-mail invitations and the
response rate.
In addition to e-mail invitations, you should also follow up with phone calls, especially
close to the deadline.
PRINTED INVITATIONS
Printed invitations are customary for social events such as birthday parties and
weddings, and at times for formal corporate events. These can be best managed by
preparing ahead of time, since designing, printing, and distributing invitations via mail
takes much longer than sending e-mails. For most events, plan to start designing
invitations at least three months before the event, and mail them out no later than six to
eight weeks before the event. The most productive way to finalize the choice of design
and content is to schedule a session with the client. Make sure that a proof copy is
reviewed and approved by the customer before the invitation is sent for printing. Finally,
always print a few extra invitations; 5-10% more than needed should cover last-minute
additions or damaged copies.
FOOD & BEVERAGE
Food and beverages are an important if not the main focus of the event. After securing
the venue, the next priority is to finalize the catering. This can be fairly straightforward if
the customer has already identified a list of caterers to be engaged for the event. If the
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customer is open to other choices, a good starting point is to get recommendations from
venue managers and to collect the names of those who have catered past events at
that location. A caterer familiar with the venue can make the process more efficient in
terms of logistics, planning, and paperwork.
Do not limit your choice of caterers to this list alone. With a little research you can
prepare a larger list of caterers and restaurants willing to work within the schedule and
budget constraints of the event. Background homework is essential before interviewing
caterers. Make sure that they are licensed and have the proper insurance coverage. At
the meeting with the caterer, examine the linen, silverware, flatware, chafing dishes,
etc., to avoid last-minute surprises. Confirm post event duties such as cleanup after the
event and policy on leftover food and drinks. Discuss the overall presentation and
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details such as staff attire. It is always a good idea to make a list of questions before
meeting with the caterers and perhaps to send them the questions in advance to make
the meeting more efficient. Remember that catering can be the highlight of your event.
Never assume anything!
Complete the venue inspection with the caterers and ensure that they are conformable
with the layout and amenities, such as kitchen, stoves, prep area, and refrigerator
capacities. Receive all proposals and quotes with details, including menu items,
quantity, pricing, taxes, delivery charges, cleanup, disposal, and gratuities. Be certain
that the wait staff has detailed instructions on the event schedules, particularly the
timing of the meals and the cleanup deadline.
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The next step is to develop the menu. Strategize with the customers, discussing their
preferences and the options available. For themed events, the menu options may easily
be derived from the theme itself. Obtain a list of dietary restrictions from the customer
and always include some vegetarian dishes for guests who may prefer them.
Catering is generally managed on a per-person basis, and RSVPs can reduce the cost
of meals by providing accurate estimates of attendees. Include all support staff—
volunteers, media, AV staff, technicians, and others—in the overall count of attendees.
Lastly, add tips and other minor expenses to your overall budget.
RISK MANAGEMENT
Risk management is the identification, assessment, and creation of plans to
mitigate
risks. The key to successful risk management is coordinated and economical
application of resources to minimize, monitor, and control the probability and/or impact
of unexpected circumstances. Risks can come from legal liabilities, delays, accidents or
natural causes amongst other things. Ensuring a safe and successful event involves
strategically managing all the risks associated with an event. The best protection
against large-scale events is to have good plans in place and to be ready to use them.
Event Risk Management consists of three primary steps, performed, more or less, in the
following order:
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Risk Identification
Risk Assessment
Risk Mitigation
RISK IDENTIFICATION
During this phase you will need to identify risk areas and prioritize your event planning
resources. Create an inventory all of the possible risks related to the event and the
business environment that may impact the event negatively. Below is a list of potential
risks or special needs associated with a broad variety of events. The list is not all-
inclusive, but it is designed to help you think through the event, and with the assistance
of experts in these areas help assessing the possible exposure and mitigation plan:
mitigate
assess
identify
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Participant Safety
Spectator Safety
Emergency Response
Crowd Control
Excessive Noise
Environmental Impact (air, water, hazardous waste, etc.)
Security Concerns
Potential Communication Problems
Weather Contingencies
Property Protection
Alcohol Consumption
Electrical/Infrastructure Requirements
Unusual Accommodation Requirements
Parking/Transportation to and from Event
Permit Requirements
Pyrotechnics
Event cancellation
Hazardous Materials
Room Capacity issues
Media Attention/Public Relations Issues
Utility Needs such as Heating/Cooling etc
Minors Involved as Participants
Americans with Disabilities Act (ADA) compliance
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Other Special Risks Posed by Vendors
RISK ASSESSMENT
The next step in risk management is the process to assess the risks associated with
the event. To assist you in this process and with addressing the risks once they are
identified, it is advisable to involve experts from a variety of areas. Examples of
business and domain experts that will be able to offer assistance are listed below.
Business Affairs /Procurement for contracts, liability issues, insurance.
Environmental Health & Safety for life safety and property protection issues,
room capacity, etc.
Security Officers for crowd control, emergency response, parking, unlocking and
locking of buildings, background checks etc.
Media and PR representatives for event communications, media coordination.
Venue Facilities Management for facility requirements, room set ups, utilities,
property protection.
Food Services for catering, refreshments etc.
Outside Officials such as City Police Department, Fire Department, etc.
Not all risks are equally likely or important to an event. Give priority to the most critical
areas that can
have a significant impact
– for instance in an outdoor event, inclement
weather may be one of the most important risks that will need to be considered first.
Prioritize your planning efforts by first looking at the likelihood of these risks as well as
the expected duration of the possible failures. A conservative approach is to plan for the
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Copyright © 2012 International Institute of Event Management (SM). All Rights Reserved.
worse case scenarios. Once you have prioritized risk areas, work with the domain
experts to draw up mitigation plans and develop contingency scenarios.
RISK MITIGATION
It is important that you define a controllable scope
before defining a mitigation plan. The output of your
assessment and prioritization will be useful in defining
the scope of your overall planning effort. You will now
need to use this information to draw a box around
your contingency efforts––what risks will you address
and which will your ignore?
These will be critical decisions and will require careful
consideration. Ask questions such as:
Can measures be implemented to reduce the likelihood that an injury or other
loss will occur as a result of the event?
Can measures be implemented that will reduce the severity of an injury or other
loss if one does occur?
Is the risk too great? Should a particular activity be avoided altogether?
Can any risk be addressed by a contract or an indemnification agreement?
Can any remaining risk be addressed by insurance?
Indemnification is a key element in any risk mitigation plan. For example, if the event
involves any agreement with a third party sponsor, service provider, etc., the agreement
CONSIDER
THIS..
Not all risks are equally
likely or important to an
event. Give priority to the
most critical areas that can
have a significant impact
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Copyright © 2012 International Institute of Event Management (SM). All Rights Reserved.
must be reviewed to ensure that the appropriate indemnification language is included. If
the event involves participants that will be registering for the event (ex. conferences,
fund raisers), it may be appropriate to include a waiver on the registration form. Make
sure you have legal counsel review all such agreements.
Insurance is another important means of addressing risks associated with an event.
There are a variety of insurance options, so be sure to review your needs and select the
best options that meet the event’’ risk criteria. Some type of insurance options are listed
below:
Special Event Insurance (provides coverage for a special event if risks cannot be
transferred to third parties).
Crime insurance (provides coverage in the case of theft of goods or securities
during the
event)
Vehicle liability insurance (provides coverage for owned vehicles, rental vehicles
or other vehicles driven by employees during the event)
Property insurance (provides coverage for damage to property)
Equipment insurance (provides coverage for special equipment used during an
event)
Fine Art insurance (provides coverage art loaned for a special event)
Workers’ Compensation (self-insurance – if an employee is injured while working
at the event)
It is also advisable to specify insurance requirements for third parties involved with an
event, such as sponsors or service providers. Third parties can provide evidence that
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Copyright © 2012 International Institute of Event Management (SM). All Rights Reserved.
such insurance is in place by providing a certificate of insurance. The type of insurance
required and the level of insurance required can vary by event.
The final aspect of risk mitigation is the development of contingency procedures – these
are the actions that need to be taken in the case of a risk coming true during the event.
All parties involved will need to be trained on procedures or practices envisioned under
the mitigation plan as well as on what their assigned roles will be. The best training
practices include walk-throughs, tabletop exercises, and functional simulations. For the
most critical planning areas, full dress rehearsals involving a combination of tabletop
and functional exercises will be required to fully test your plans and your ability to
execute and monitor them. This testing process will also uncover any flawed
assumptions in the plan.
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Copyright © 2012 International Institute of Event Management (SM). All Rights Reserved.
The documentation in the plan should be detailed enough to provide the step-by-step
guidance needed. You cannot expect staff to pick up a plan during a crisis and read
about what they should do. Your efforts at developing good plans will be rewarded in
the event of a disastrous circumstance.
The mitigation plan should be implemented when a trigger event occurs. Notification of
key personnel and emergency response teams should be followed by communication to
all staff and the public. You should let anyone affected by the plan know that the plan
has been activated and the expected duration of the contingency mode. Your plan will
also need to include business resumption and recovery planning. It is important to have
a plan for “standing down” and for the resumption of normal operation after the risk has
ended.
No one can predict the what risks will actually occur but you can be certain that taking
the necessary planning and preparedness steps ahead of time, will limit damages and
speed the recovery process.
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Copyright © 2012 International Institute of Event Management (SM). All Rights Reserved.
END OF MODULE
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Copyright © 2012 International Institute of Event Management (SM). All Rights Reserved.
MODULE TWO: ASSIGNMENTS
INSTRUCTIONS
The objective of these Assignments is to demonstrate a good understanding of
concepts presented in this Module.
Complete these assignments by preparing your responses to the tasks
described below.
A maximum of 100 points can be earned by completing all Assignments
The minimum passing score is 70 points. If you are graded with less than 70
points, the Assignments must be revised and re-submitted.
Email your Assignments to faculty@ii-em.org
Include your Full Name, contact email address and attach the completed
assignment documents (MS word format ).
ASSIGNMENT 1 – 30 POINTS
Conduct research on an event of your choice, either online or by attending a local event.
Prepare a report of approximately of 700-1000 words related to this event. Make sure to
describe the three aspects of event management presented in this Module.
Event Objective (10 points)
mailto:faculty@ii-em.org
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Copyright © 2012 International Institute of Event Management (SM). All Rights Reserved.
Food and Beverage (10 points)
Strategic Planning (10 points)
ASSIGNMENT 2 – 50 POINTS
A Fortune 500 Corporation has selected your company to create their 100th anniversary
celebration. This history-making event will be held on one day, and encompass three-
different activities and venues – an employee business meeting, celebration activities
and a gala dinner. Prepare a report of approximately of 1000 words describing how you
will plan this event. Use the following topics as guidelines:
Understanding objectives (10 points)
Selecting venues (10 points)
Catering for the gala dinner (10 points)
Ground transportation to and from events (10 points)
Assessment of any risks associated with the event (10 points)
ASSIGNMENT 3 – 20 POINTS
Attend a local event (social or corporate). Write a brief report on the event describing
details such as event type, venue, décor, invitations and food. State your impressions of
the event, in terms of the following:
Things that were well planned and things that were not well organized (10 points)
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Copyright © 2012 International Institute of Event Management (SM). All Rights Reserved.
Explain in detail the elements that were not planned well and describe how you
would improve on them to make the event better (10 points)