INTRODUCTION

WHAT IS AN EVENT?

WHAT IS AN EVENT?
From Wikipedia: An Event can refer to many things such as: A phenomenon, any observable occurrence, or an extraordinary occurrence

A type of gathering:
A ceremony, for example, a marriage A competition, for example, a sports competition A convention (meeting) A happening, a performance or situation meant to be

considered as art
A festival, for example, a musical event A media event, a happening that attracts coverage by

mass media
A party

A sporting event etc..............

WHAT IS AN EVENT?
My Definition:
A Gathering of people at a Particular place, at a Particular time for a Particular purpose.

CATEGORIES OF EVENTS
Four (4) broad categories based on their Purpose and Objective:

Leisure events e.g. leisure sport, music, recreation.

Cultural events e.g. ceremonial, religious, art, heritage, and folklore. Personal events Celebrating lifes landmarks e.g. weddings, birthdays, anniversaries.

Organizational events e.g. commercial, political, charitable, sales, product launch, expo.

 Video

IMPORTANCE OF EVENTS
Marketing tool Considered as one of the strategic marketing and communication tools by companies of all sizes.
Product launches Press conferences etc

Leisure
One of the ways that people derive entertainment, relaxation and socialisation.

Celebration of Achievements
Job opportunities and new career paths . Caterers, technicians, designers, producers, decorators, entertainers, etc.

Events and festivals, such as the WORLD CUP, have a large impact on their communities and, in some cases, the whole country.

THE GROWTH OF EVENTS

The proliferation of events in recent decades has led to the growth in the events industry not only worldwide, but in right here in Ghana too.

Now a MULTI-MILLION DOLLAR industry, growing rapidly, with mega shows and events hosted regularly here and around the world and should not be taken lightly at all.
Has grown over the years and become more sophisticated.
People are now more open to events of all types.

Are more discerning and therefore expect better organized events

Can no longer be managed in an ad hoc way

THE GHANAIAN EVOLUTION

In the past, apart from a few established events such as the Embassy Double-Do, the industry was run by event promoters who were only interested in doing one show after which they disappeared. However, presently, Event management has evolved into creating unique experiences which create a lasting impression with your target audience, thus creating a bond and leaving the audience asking for more.

WHAT IS EVENT MANAGEMENT?

The application of project management principles to the creation and development of Events.

 CONCEPT DEVELOPMENT THE BIG IDEA!!! PLANNING 70% of time for planning , 30% for execution
PREPARATION Booking of all logistics MONITORING Ensuring all is on course

EXECUTION Actual event day

EVALUATION Post event analysis

EVENT MANAGEMENT: A-Z

CONCEPT DEVELOPMENT

CONCEPT DEVELOPMENT
What is the Task / Brief? What is the BIG IDEA?
Creative, Different

What is the Rationale / Objective? Will it work? Dependent on the ff:

Who is the target audience?

Is it Commercially viable? Is it a platform sponsors may be interested in associating with or tapping into?
Must be a WIN-WIN situation

Will my patrons enjoy it enough to want more? What elements can I incorporate to make it more appealing and a must-attend? Product Differentiation

PLANNING
Prepare a project document What logistics will be needed?
Content determines what logistics to use Personnel to hire

Attendance
By invitation or tickets? If ticketed event then work out a promotional and pricing strategy

THE BUDGET How much the event will cost and how to finance it.

PREPARATION
Preparation includes: Site surveying Client Service
Brief clarification Budget drafting Cash flow management Supply chain identification Procurement Scheduling Site design Technical design Health & Safety Rigging Sound Light Video Detailed scheduling Security

BUDGET
The most important aspect of the planning process You must always have in mind the amount of money you want to spend on the Event. One of the major challenges in event management in Ghana.

A budget gives an indication of how you envisage the event and advises on the type and quantity of logistics needed for execution. Make sure that every cost element is captured in the budget so you do not make a loss after the event

MONITORING
Ensure that all third party suppliers are engaged.

Use a Critical Path to Guide you

Ensure that all parties are in constant communication and avoid ambiguities at all cost.
Keep a record of all communication so you have a paper trail eg emails or minutes

EXECUTION
Ensure that all the logistics have moved to the venue and the venue is set up before guests arrive.
Use an activity schedule and checklist

Manage the Experience - Ensure the smooth running of the event.

No technical hitches or glitches No delays These can be avoided through rehearsals

Ensure that your guests have a good time and take away good memories of the event.
This is the most difficult stage!!!
The more popular the event, the more difficult it is to manage the experience. E.g. The GMA So still learning!!

EVALUATION
Always do a Post-Event Analysis right after an event to derive KEY LEARNINGS .
Each experience gained from one event is useful in the next event you do.

CHALLENGES
Unclear idea & Objectives. Target audience not clearly defined. Improper Promotional strategy. Budget cuts thus reducing the desired impact.eg early set ups.

Unreliable and unprofessional 3rd party suppliers.

Changing variables which require incessant troubleshooting.

CHALLENGES >>>
Key players turning up late e.g.. Speakers, artistes etc. Technical hitches and glitches mainly due to lack of proper expertise locally.

Unavailability of some key logistics, suppliers and expertise locally, which inhibits innovation.

ADVICE
Always tighten the plan before you jump into execution
Always keep your eyes on the minute details

Go over all what if situations and attempt to deal with them or discuss them i.e.. TROUBLE-SHOOTING
Avoid ambiguities Never stop worrying till the event is over. After .. Put your feet up and have a drink!!!!!!

CONCLUSION
It is a viable career and a great avenue for job creation. One event employs a minimum of 50 people up to 200 and more!!!

But you must have the right attitude to work in it because unlike most careers, it involves both BRAIN AND BRAWN.
The BRAIN For all the planning processes. The BRAWN For the execution processes. To work in this industry, you must be hardworking, creative, smart, innovative, flexible, tolerant and absolutely love what you do!!!

CONCLUSION >>>
Events are great opportunities for people to meet and have a unique enjoyable experience of your brand.
Hopefully, as people get more interested in events management and pay more attention to it as well as invest in it, the industry standards will get higher so that we can deliver more exciting and better events now and in the future.

QUESTIONS & ANSWERS

THANK-YOU!!!!