Essay on Program Event Management

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Mid-Term Exam Review
1. Planning Model (Advantage and Disadvantage)

Objective:
The criteria against which the event will be evaluated to determine whether or not it has been a success  In order to determine the event’s OBJECTIVES we should first consider the broad aims or goals of the event and then break them down into more manageable steps.  “The objectives are the starting point for the planning of any event – what is the event intended to do? Is it intended to celebrate, to entertain, to fundraise?” (Shone and Parry, 2010 p 91)  Passing the ‘SMART(ER)' test Specific - focused on achieving an event goal/purpose. Measurable - expressed in a way that is quantifiable Achievable - agreed on by those responsible for achieving them Realistic - In terms of the event organisation having the human, financial, and physical resources to achieve them Time-specific - to be achieved by a particular time The Difference between Goals & Objectives • • • • • • • • • • Goals are broad Goals are general intentions; Goals are intangible; Goals are abstract; Goals can't be validated as is; -----------------------------------Objectives are narrow. Objectives are precise. Objectives are tangible. Objectives are concrete. Objectives can be validated

Strategic Planning  Vision: What “we” aspire to be  Mission: One phrase that tells the world what “you” are about  Goals: Your strategic plans, the things you would like to achieve  Objectives: Defining the way to obtain your goals  Strategies: How you intend to implement your decisions Examples of type of objectives:  Economic: % return on monies invested, overall gross/net profit % of income to be raised from fundraising activities  Attendance/participation Total attendance/ attendance by specific groups Number of community groups involved with the event  Quality





Attendees/volunteers/exhibitors/sponsors satisfaction Number of participants/performers of international reputation Awareness/knowledge/attitudes % of attendees or others exposed to the event that have changed levels of awareness/knowledge Human Resources % of staff/volunteers turnover % of volunteers retained from previous year

Concept：
       Planning is the basis of all successful events Event managers must have a clear understanding of an events vision/mission, goals and objectives. Strategies are implemented through a range of operational plans that need to be monitored and adjusted in the light of changing circumstances Special events occur outside normal program. Hallmark events provide high levels of visibility to the community. Mega-events achieve extraordinary levels of visitors, media coverage, prestige or economic impact. Various criteria can be used to “pigeon-hole” events.

‘hallmark events’ refers to those events that become so identified with the spirit or ethos of a town, city or region that they become synonymous with the name of the place, and gain widespread recognition and awareness. (Bowdin et al. 2006 p. 17) “Major events are events that, by their scale & media interest, are capable of attracting significant

visitor numbers, media coverage & economic benefits.“ (Bowdin et al. 2006, p.16) “Mega-events, by way of their size or significance, are those that yield extraordinarily high levels of tourism, media coverage, prestige, or economic impact for the host community or destination” (Getz, 2005, p.18)

Feasibility：
Swot’s going on?  “Enables proactive thinking, rather than relying on habitual or instinctive reactions”. (Dore 2004)  A subjective assessment that: Builds (on strengths), Eliminates (weaknesses), Exploits (opportunities) & Mitigates (the effect of threats) (Dealtry 1992: 2).

Proceed：
 Stakeholders (convince them that the benefits outweigh the costs) - Private and public funding, Local community, Media, Volunteers  Risk – political and economic  Knowledge – of the process; bidding, presentation, previous events, political lobbying, past bids
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