“Stand Under Our

Umbrella”

EVENT MANAGEMENT
FINAL PROJECT

SUBMITTED BY: Kelly Hiebert

Student ID #: 201 131 4273
 Event Positioning Statement
“Stand Under Our Umbrella” is a charity auction event unlike any other, put
on by The Aurora Women’s Center in Calgary, Alberta. The Center has helped
many women in Calgary and surrounding area, against the fight of domestic
abuse and they provide a safe environment and a voice for women in need.
The Auction, held on May 2nd 2009, is being held to help finance and
celebrate the opening of the center’s new South West Calgary location. The
Organization will be auctioning off: twelve one-of-a-kind, couture –inspired
umbrella’s designed by Adrienne Chang, Season 1 winner of the hit reality TV
show “Design INC.”!

Identification Of Theme And Logo

Over the last few years, The Aurora Women’s Center has put on a variety of
charitable events in the past, with an over-whelming amount of support and
success. However, this year the charity has added a unique and exciting
twist to the event. The Aurora Center’s main goal is to offer a safe place for
women who suffer from domestic abuse. Escaping this type of toxic home
environment can be difficult, and most times dangerous, for women. The
Aurora Women’s Center strives to provide a place where women feel safe
and at ease, in order to help them and provide them with the tools they need
to move forward. The idea of “protection” and “shelter” is exactly what this
center is all about, so the theme of Umbrellas seemed to be the perfect fit.
Stand Out Of The Storm...And Under Our Umbrella. Although the umbrellas
designed by Adrienne Chang are the feature of the event, they are not the
only representation of the theme at this event. Umbrellas have been
incorporated into the event décor as well. Umbrella’s suspended from the
ceiling; special lighting effects to create the look of water cascading on the
walls and floor and exotic flowers, all these elements will pull the theme
together.
Canadian clothing designer Adrienne Chang has designed the exclusive line
of couture-inspired umbrellas (which are show pieces only) specifically for
the event. Adrienne was the season one grand prize winner of the hit
Canadian reality TV show “Design INC.”(Airing on the GLAMOUR Network)
and she also has her new fall line on its way. Each umbrella has been hand
crafted by the gifted designer herself and has her edgy yet modern twist
sewn into each one! Adrienne’s one of a kind designs as well as a special
appearance by the designer are sure to make this event one to remember.

Who, Where and When

The Aurora Women’s Center has chosen the Hyatt Regency Hotel in Calgary
for their “Stand Under Our Umbrella” event, due to its ballroom space and
the downtown location, making it relatively easy to find. The event date is
Saturday, May 2nd 2009. Cocktails/appetizers begin at 6:30pm; the Umbrella
collection will be available for guest viewing from 6:30pm - 7:20pm, Auction
begins at 7:30, followed by dance and VIP sit down with Adrienne Chang.

The Aurora Women’s Center in Calgary was created by a group of 6 local

Calgarian women, who feel passionate about the issue of domestic violence
and have been impacted or affected by it in some way. The organization
now has two centers in the city (with the opening of the south west location)
that open their doors to women in need of help and shelter from domestic
abuse or violent home environments. There are two main stakeholders for
this event; the first being the women in Calgary suffering at the hands of
domestic violence. They are the ones who will be most affected by this
events outcome. The second main stakeholder is The Aurora Women’s
Center. The more money they raise and awareness they spread, the better
the chances of helping the cause and possibly one day, seeing an end to
domestic violence.

Adrienne Chang is identified as a stakeholder for several reasons: She is

relatively new to the fashion scene (having only appeared on Design INC. last
spring) so this event is providing exposure for not only her name but also her
brand as a fashion designer. Information and material on the designer as
well as her fashion line are included in the guest gift bags. Others
stakeholders include some of the event’s sponsors, such as Holt Renfrew and
Lulu Lemon Athletica. These companies are not only sponsors; they are using
this event as a piggy-backing opportunity to advertise their business directly
to their target markets as well.

MARKETING PLAN

The marketing plan for this event will be organized and supervised by The
Aurora Women’s Center’s marketing committee. They will be using specific
marketing strategies and vehicles to reach the target market for this
particular event. The Target Audience for this event is as follows:

Demographics: This group of people will consist of 85% Women, 15% Men;
Ages 25-55. Their average annual income will be $60,000 - $65,000 and up.
They will most likely have a University or College education.

Psychographics: They will be single or married; they attend many social

events throughout the year and donate to charities often. They enjoy
designer clothing/merchandise; run with the social circle in Calgary (well
know in the charity circle) and enjoy watching television shows about
fashion, clothing and style.

Overall Profile Description: Lorna is a 35 year old woman. She is married

with no children. She is the Vice President of a Real Estate company in
downtown Calgary. She is an active member in her own company’s charity
involvement around the city and attends several of the same charity benefits
yearly. When she’s at home, she enjoys yoga and watching the TV show
“Design INC.”, on the women’s GLAMOUR Network.

Brand: This event is more than just a charity auction; it symbolizes hope for
every woman who has been faced with the physical and emotional scars of
domestic abuse. This auction will raise money in order to continue providing
help for these women. The event’s tag line: “Stand Out Of The Storm...And
Under Our Umbrella” and the symbol of an Umbrella represents the shelter
and safety that The Aurora Center offers to women.

Advertising

The Aurora Center’s marketing committee have arranged several advertising

vehicles to reach the desired target market for this event. All the advertising
material and ads will carry the events theme of protection and shelter, using
the shelter’s logo and tag line. The Advertising Vehicles chosen for this event
are as follows:

Postcards: 1500 postcards will be distributed throughout the city to

advertise the event and provoke ticket sales. Holt Renfrew and Lulu Lemon
are two of stores that will distribute the postcards to their customers.

LRT Transit: Calgary’s LRT Transit will run a 4 week ad, 2 1/2 months prior
to the event, on several buses going in and out of the downtown core.

Zoom Media: The electronic screens that are located in upscale and trendy
restaurants and lounges will feature this event’s ad throughout a 4 week
period. Some establishments chosen

for these ads are: Melrose on 17th, Earls Tin Palace, Blvd Lounge, 3 Moxie’s
locations and 2 Cactus Club Cafe locations.

Calgary Herald: The Calgary Herald will feature 1 banner ad in every issue
of the newspaper for 4 weeks prior to the event.

Vibe Radio Spot: Vibe 98.5 radio will play two different 30 second radio
spots for 7 days. These will play 1 week before the event.
PR / Communication Vehicles:

City TV will do a news report 5 days prior to the event. A News Release will
be announced on April 29th, to attract any remaining media sources that may
not be informed of the event; the more media coverage at this event, the
better. Breakfast Television will also be doing a segment on this event, as
Dave Kelly is hosting the event and appears on BT.

NEWS RELEASE
Famous Canadian Fashion Designer Is Set to Auction
Off Her One Of A Kind Designs To The Highest
Bidder...Runway Couture For A Real Cause.

Adrienne Chang will be in Calgary this upcoming weekend to lend her

support and creative flair for the Aurora Women’s Center’s first annual
“Stand Under Our Umbrella” Charity Auction.

(CALGARY – April 29th, 2009) The Aurora Women’s Center will be hosting
the event, this Saturday May 2nd 2009 at The Calgary Hyatt. The Center is
raising money for their new south west Calgary location and to continue to
help women seek shelter from domestic violence. Adrienne Chang has
designed a line of 12 one of a kind, couture-inspired umbrella’s specifically
for this event. The Canadian Designer had her first taste of fame last spring
when she won the grand prize on the hit Canadian reality show Design INC.
She then became an instant Canadian favourite and received $50,000 from
the show to put towards a fashion line. The Aurora Center approached
Chang with the concept, and together they came up with the idea for a line
of Umbrella’s, as a symbolic tribute to the purpose behind the Aurora
Women’s Center. Although the Umbrella designs are show pieces and not
meant for actually use, they are one of a kind, unique pieces of art and 100%
of the proceeds raised from each umbrella will go directly into The Aurora
Women’s Center. Chang will be appearing at the event along with a meet
and greet for VIP ticket holders.

The reception/umbrella viewing starts at 6:30 pm, with the auction at 7:30
pm followed by a dance. For more information or to purchase tickets online,
visit the Aurora Center’s website at www.auroracentercalgary.com or call toll
free 1-888-888-8888.Tickets for the event start at $70.00. Come and support
The Aurora Women’s Center and you too can help provide women with
shelter from the storm.

-30-

Adrienne Chang will be available for a limited number of media

interviews before and after the event at The Hyatt.
Event Location:
Imperial Ballroom
The Calgary Hyatt Regency
700-Center Street SE
Calgary, AB

COMMUNICATION STRATEGY

The Aurora Women’s

Center

Exceptional
Events

Picture This Digital The Calgary Hyatt Regency-

Photography Photographers-
Venue

Dan The Man

Abby’s Arrangements -
Rigging –Rigging
Florist
Company
Sound Art – Video
Sound Memories -
Company Videographer
 Kurt’s AV – Jazz Trio -
AV Entertainment
Company
Elite Security –
Security
Company

All communication regarding the event, “Stand Under Our Umbrella” will go
through the Event Planner Kelly Hiebert, CEO of Exceptional Events. The
Event Planner will relay all information to the involved parties through email
and phone calls. Email is the preferred method of communication so that a
paper trail is established and maintained. If a phone call is made a brief
follow-up report will be written up by the Event Planner and emailed to all
parties involved, the same will be done for meetings.

Policies and Procedures:

Money – ALL the money raised by the Auction of the designer umbrellas will
go to the Aurora Women’s Center in Calgary. The Center has agreed to use
the money toward renovations of their existing center, as well as necessities
such as food, bedding, etc.

Aurora Women’s Center – Calgary’s Aurora Women’s Center has changed

many lives and has given countless women hope and shelter from domestic
violence. It is in agreement that, although Exceptional Events is providing
exposure of the center for the event’s marketing purposes, in no way will the
identity of any person or persons seeking the assistance of the center be
disclosed or made public by any Exceptional Events Staff Members or
Volunteers.

Staff / Volunteers – ALL Exceptional Events Staff Members and Volunteers

will be asked to sign a waiver agreeing to the terms, policies and procedures
of this specific event, regarding privacy of information as well as full
disclosure on event details to insure the integrity of said event.

Designer – A full Security Team has been set up for Ms. Adrienne Chang
during the Charity Auction. Due to the high-profile nature of this event, any
or all Staff and Volunteer Members working directly with or close to Ms.
Chang must have specific security clearance (designated by Exceptional
Events & The Aurora Center) before entering the events premises.

We at Exceptional Events take pride in the planning and execution of our

events. The lead event coordinator for The Aurora Women’s Center Charity
Auction is Kelly Hiebert.

Any questions, contact information or decisions regarding or directly related

to this event need to be confirmed with Kelly.

RISK MANAGEMENT
Risk Assessment
The “Stand Under Our Umbrella” Event shows the possibility of potential
risks, they are as follows:

Risk -The guest appearance by Adrienne Chang is a substantial selling

feature for this event. However, having a celebrity or high profile guest at an
event can present risks. It is important that proper safety and security
procedures are in place to avoid unwanted encounters.
Although The Calgary Hyatt has an on-site security team, an additional
professional security company have been hired for the added protection and
privacy of Adrienne Chang. These terms were outlined in her rider and a
contract was signed by both Exceptional Events and Adrienne Chang.
Risk – Umbrellas are the main symbol for this event and contribute to the
theme. They are also being used as part of the décor for the event. Several
prop-umbrellas are being suspended from the ceiling of the venue. The
possibility of one falling or coming loose cannot be over-looked! Although
Exceptional Events takes pride in our ability to design events and put
together our vision, it is important to leave certain aspects of the décor set-
up to professionally trained staff. The Calgary Hyatt have top of the line
rigging equipment, as well as highly trained technicians and staff for proper
installation of ceiling décor, lighting, sound...etc.
Risk - Whenever alcohol is being served at an event there are automatic
risks presented. Although the guests attending this event will be 21 years of
age and older, people will continue to be unpredictable when influenced by
alcohol. There are several props incorporated in the event’s décor, and when
provoked by alcohol, guests may take it upon themselves to touch, move or
tamper with them.
Guests leaving the event intoxicated and driving their vehicles is also a risk
that presents itself. To avoid drinking and driving, there is a car service
provided for guests, as well as taxi chits available at registration. The bar
service has also implemented a Responsible Drinking Program, meaning all
bar tenders are trained and have their ASIP cards given by the Alberta
Gaming and Liquor Commission. Drink tickets are also being used to
discourage over-consumption. Although this event is a cocktail reception,
appetizers are made available at the food stations throughout the event for
guests.
EVALUATION PLAN

Measurable Outcomes

The success of “Stand Under Our Umbrella” will be evaluated by the dollar
amount generated by ticket sales and the money raised in the auction. A
goal of $200.00 minimum has been set for each umbrella. A goal of $12,000
has been set for ticket sales. The event will be considered a success if it
meets or exceeds these fund goals.

Exceptional Events and The Aurora Women’s Center will meet one week after
the event (May 8th, 2009) at Exceptional Events offices. At the meeting a
Post Event document will be presented by Exceptional Events that will
outline all of the elements of the event, including certain elements that may
not have been deemed “successful”, and what could be done to make this
event better for the following year.

Source List

Designing on the Edge

www.designingontheedge.com

The Calgary Hyatt www.calgary.hyatt.com

Picture This Digital Photography
www.picturethisdigital.com

The Social Page www.thesocialpage.ca

Calgary Herald www.calgaryherald.com

Vibe 98.5 www.vibe985.com

Sound Art www.soundart.com

CFCN News www.cfcn.com

Calgary Sun www.calgarysun.com

ALL other names, companies, organizations, etc are

fictional, and were created specifically for this project.