Running head: ROCK N REGGAE PROJECT 1

Rock n Reggae Course Project

Tiffany Williams
Columbia Southern University
MBA 6961 Project Management
Dr. Trotman







ROCK N REGGAE PROJECT 2


Abstract
The Rock n Reggae Project is a case study which is conducted as a game for project
management students to work and practice different elements in project management. The
original game design was created by Ken Klassen of Brock University and Keith Willoughby of
Bucknell University.
The premise of the project is one in which the papers author is playing the role of a
Project Manager for a company; Planners R Us. My company has been hired to manage the
setup and delivery of an outdoor summer music festival in an unnamed Florida town. Parameters
are provide which limit the amount of employees which can be used as well as a list of tasks to
be completed with expected deadlines.











ROCK N REGGAE PROJECT 3

The Rock n Reggae Project
My company, Planners R Us has been hired to oversee the creation and implementation
of a summer music festival named Rock n Reggae. The goal of this project is to provide a
number of project management documents including a
Project Plan: which will contain the projects concept, constraints and expectations
Work Breakdown Structure: Including a list of the twelve activities to complete
Risk Analysis: to determine potential threats to the success of the concert as well as a
quantitative analysis of the viability of each threat.
Cost Estimate: to show knowledge of budget creation
Schedule Chart: to show knowledge of project management software, a Gantt or PERT
chart will be provided indicating the projects schedule
Currently there are four dedicated employees at my disposal with an option for a fifth, for
a fee. The project must be completed in 10 weeks. The location of the concert will be a local
football stadium with a capacity of 8000.
The Rock n Reggae Project Plan
The town of Buford, Florida (population 256,468) is excited to offer the First Annual
Rock n Reggae Music Festival to its residents. This concept involves providing a one day music
festival featuring a variety of local, regional national and international bands with a musical
focus on rock n roll and/or reggae. The event is expected to attract local and regional fans and, if
successful (well-attended), will become a recurring festival for the town of Buford. Additional
money and marketing will also be spent to have the festival highlighted on MTV (Music
Television) as Floridas premier summer music event.
ROCK N REGGAE PROJECT 4

Because this is a first time event, a number of constraints are in place. For instance, the
event is to take place in an outdoor arena in which inclement weather could cause failure. There
is also a risk associated with the success of the marketing and publicity coordination. To help
ensure successful promotion of the venue, the festival organizers are working with MTV Music
Television to record and re-play the concert on the television station. This festival has the
potential to provide much needed publicity to the town of Buford, in addition to tourism dollars.
Work Breakdown Structure
There are twelve main activities that Planners R Us is being asked to coordinate in
order to make this festival a success. A work breakdown structure is provided below to explain
the activities and work packets assigned to each.
Work Breakdown Structure
Activity
Breakdown
Description WBS
Code
Deliverable 1 Contract negotiation with selected music groups
WP1 Hold panel meeting with city leaders and local interest groups to determine band
roster with three alternates chosen
1.1
WP2 Send invitations to band representatives 1.2
WP3 Confirm band roster 1.3
WP4 Request riders from bands to determine special needs for stage construction 1.4
Deliverable 2 Find a construction firm & build the stage
WP1 Send out Request for Bids 2.1
WP2 Review bids and award contract to construction firm 2.2
WP3 Compare stage blueprints with existing band needs and amend as needed ensure
there is an inclement weather plan for the stage (construction)
2.3
WP4 Receive final blueprints for stage 2.4
WP5 Confirm that construction company has all licenses/permits to begin work 2.5
WP6 Begin construction 2.6
Deliverable 3 Contract negotiation with roadies
WP1 Determine if bands will have dedicated roadies for load-in/out 3.1
WP2 Advertise for additional staff to assist with load in/out 3.2
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WP3 Interview and hire staff 3.3
WP4 Provide safety training for staff and file documentation 3.4
Deliverable 4 Screen and hire security personnel
WP1 Work with school staff to recruit and hire existing security used at games 4.1
WP2 Determine amount of additional security needed and advertise positions 4.2
WP3 Interview and hire staff 4.3
WP4 Ensure that new security staff are trained and compliant with all rules and
regulations of the arena.
4.4
Deliverable 5 Ticket distribution arrangements
WP1 Coordinate w/ stadium officials to utilize ticket distribution procedures 5.1
WP2 Post advertisement for event volunteers 5.2
WP3 Hire volunteer coordinator to train and distribute tickets to local businesses and
agencies, including Chamber of Commerce
5.3
Deliverable 6 Organize advertising brochures and souvenir program printing
WP1 Meet with project clients to determine advertising budget 6.1
WP2 Contact band representatives for special instructions related to marketing of
bands copyrights, logos, etc.
6.2
WP3 Find and contract local marketing company to create brochures, flyers and other
marketing materials
6.3
WP4 Receive and approve final draft of documents 6.4
WP5 Send documents to print 6.5
WP6 Using volunteers, arrange distribution of marketing documents through local
radio, television and school campaigns.
6.6
WP7 Using volunteers, coordinate the staffing and souvenir program sale booths at the
event
6.7
Deliverable 7 Logistical arrangements for music group transportation
WP1 Find and book storage containers (large scale) for band equipments (see riders
for approximate size for each band) -
7.1
WP2 Book moving vans/trucks for days prior to, day of, and after event include
rental of tarps, hand trucks & straps
7.2
WP3 Schedule roadies for load in/ load out 7.3
WP4 Book limo/town cars for bands and solo artists 7.4
WP5 Book town cars/van for MTV staff and crew 7.5
WP6 Confirm accommodations/driving times to venue 7.6
WP7 Confirm the route from parking area to green room / dressing areas Book golf
carts as needed.
7.7
WP8 Confirm departure dates of all visitors and coordinate transportation back to
airport (may need multiple vehicles at multiple times
7.8
WP9 Reserve one van as a standby vehicle in case of emergency/errands on the day of
event.
7.9
ROCK N REGGAE PROJECT 6

Deliverable 8 Sound equipment arrangements
WP1 Review technical riders for group to assess equipment needs 8.1
WP2 Contract sound company to perform sound needs 8.2
WP3 Meet with venue managers to determine power capabilities 8.3
WP4 If needed, rent generators 8.4
Deliverable 9 Processing of travel visas (for international groups)
WP1 Contact band representatives to confirm visa status of band members 9.1
WP2 Contact local consulate representatives to facilitate visa transfers 9.2
Deliverable 10 Hire parking staff, and make parking arrangements
WP1 Meet with arena managers to review staffing needs of parking attendants
including fee collection rules and safety measures
10.1
WP2 Recruit and hire parking staff 10.2
WP3 Notify local law enforcement of festival times and traffic direction needs 10.3
WP4 Rent equipment for traffic management cones, flashlights, fencing, etc. 10.4
Deliverable 11 Distribute media passes and arrange for MTV recording
WP1 Contact MTV producers to arrange media coverage 11.1
WP2 Coordinate film crew staging needs with construction company 11.2
WP3 Create media passes through local marketing/printer 11.3
WP4 Call pre-event press meeting to discuss filming details; distribute passes. 11.4
Deliverable 12 Arrange for concession sales and restroom facilities
WP1 Confirm usage of concession areas from arena management (may need to rent
facilities)
12.1
WP2 Meet w/ arena managers and customer to determine if alcohol will/can be sold at
the event
12.2
WP3 Advertise and request bids from commercial concession 12.3
WP4 Interview and hire concession company if alcohol is sold, company must
already have liquor distribution license in place.
12.4
WP5 Confirm arena restrictions on use of mobile restroom facilities 12.5
WP6 Find and hire mobile restroom company for parking areas and inside arena 12.6
*** Note: all vendors (concession/restroom) are responsible for area cleanup after
event remember to include this in the contracts.


Risk Analysis
A number of risks are to be expected with a project such as this. During the initial
planning, the project manager must be cognizant of factors such as the effect of inclement
ROCK N REGGAE PROJECT 7

weather for an outside venue which could cause a complete shutdown of the project. Weather
may also produce delays in construction. When considering international travel, more risks are in
play since the project manager cannot predict cultural and civil unrests in foreign countries that
could result in heightened security at airports or the grounding of all air travel from certain
countries; therefore hindering the arrival of selected international bands.
With any large event that serves a large population (such as an outdoor music festival),
there is also the risk of unknown variables with the attendees. There are potential risks of gang
violence, drunk and disorderly participants, or damages to the arena and stage caused by jovial
and carousing crowds that get out of hand. To better mitigate these risks, the company should
only sell tickets prior to the show and only allow parking for guests with tickets. This will ensure
that upset, ticket hopefuls will not loiter in the parking lot.
Additional risk factors, including the financial damages for low fan turnout, are identified and
discussed in the matrix below.
Risk Factor Risk Type Consequence Likelihood Impact Potential
A. Delays of Travel
Visas
Organizational High Low High
B. Inability to secure
recording contract
with MTV
Organizational Moderate Moderate Low
C. Inadequate
concession
/restroom facilities
Operating Moderate Low High
D. Low venue
attendance
Market,
Financial
High Low High
E. Inability to secure
desired bands
qty and/or specific
groups
Market Risk
(volume)
High Moderate High
F. Construction
Delays on Staging
Technical High Low/Moderate High
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G. Inadequate
security personnel
Operating Moderate Low High
H. Transportation
delays of groups
and equipment
Organizational Moderate Low Moderate/High
I. Inclement weather
affects travel
Acts of God High Low High
J. Inclement weather
causes venue
cancellation
Acts of God,
Financial (if
alternate venue
is not planned)
High Low/Moderate High

Risk Management Assessment Matrix

Consequences

L
i
k
e
l
i
h
o
o
d



Low Medium High
H
i
g
h


M
e
d
i
u
m

B E
L
o
w


C, G, H A, D, I

Quantitative Analysis
When creating a quantitative analysis of the risks for the Rock n Reggae Festival,
consideration must the given to the probability of failure and the consequences of the failure.
Good planning by Planners R Us should ensure that construction and band schedules will be in
place. However, other risk factors, such as acts of god, may have large consequence of failure
scores which will impact the overall calculated risk for this project.
F, J
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In this case the probability of failure (causes) receives a minor score of 0.36. However,
the Consequences (effects) of failure are significantly higher at 0.7. When calculated, the risk for
the festival is considered high at 0.8 because of the larger consequence of failure scores. The
success of this project rests considerably on the hope that the desired bands and their fans will
attend. Failure to attend by either of these two groups will cause a failed project.

Probability of Failure 0.36
Equation (P
f
) = (P
c
+ P
w
+ P
b
) / 3
Causes of Failure Score
Construction = c .3 (minor)
Weather = w .5 (moderate)
Band Availability = b .3 (minor)

Consequence of Failure 0.7
Equation (C
f
) = (C
b
+ C
v
+ C
p
) / 3
Effect of Failure Score
Band attendance = b .7 (significant)
Venue attendance v .9 (major)
Publicity p .5 (moderate)


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Overall Risk Calculation 0.8
Equation RF = P
f
+ C
f
(P
f
)(C
f
)
Rule of Thumb:
Low Risk RF <.30
Medium Risk RF = .30 to .70
High Risk RF > .70

Cost Estimate
There are a variety of costs associated with the project including direct labor from
Planners R Us, indirect labor costs from other tasks, rentals and services; which are reflected
within three tables.
Total Cost Projected $644,225.00
Total Costs Accrued $642,115.00
Amount Under Projected Budget $2110.00

Cost Estimation Direct Planners R Us Labor
Employee Title Salary
(weekly)
Estimated
Weeks
Needed
Estimated
Costs
Actual Cost Variance

Brad Contractor A 200.00 10 2000.00 2000.00 -0-
Emmett Contractor B 200.00 10 2000.00 2000.00 -0-
John Contractor C 200.00 10 2000.00 1800.00 200.00
Steve Contractor D 200.00 10 2000.00 2000.00 -0-
Additional Labor
Costs

Employee Stacking 100.00 per
task
n/a n/a 300.00 (300.00)

TOTAL 8000.00 8100.00 (100.00)
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Cost Estimation Indirect and Contracted Labor
Employee /
Contractor
WBS
Code
Description of
Item(s)
Estimated
Costs
Actual
Cost
Variance
Planners R Us
Project Contract
N/A N/A N/A 48,000 -0-
Los Lobos 1.3 Booking Fee 140,000 140,000 -0-
Screaming Mimis 1.3 Booking Fee 50,000 50,000 -0-
Mocca Flor 1.3 Booking Fee 50,000 50,000 -0-
Peter Tosh 1.3 Booking Fee 80,000 80,000 -0-
Lady Mama
1.3
Booking Fee 40,000 40,000 -0-
Cadillac Man
Band
1.3 Booking Fee 18,000 18,000 -0-
TLR Construction 2.6 Stage Construction 26,500 26,500 -0-
All Hands on
Deck
3.3 Stage Hands / Roadies
Contract (8 stage crew,
1 stage manager)
14,400 14,400 -0-
Arena
Management,
Marley Memorial
4.1 Security Contract (40
staff, $200/day)
8,000 8,000 -0-
Secure It
Personnel
4.2 Additional Security
Contract
12,500 12,500 -0-
The Daily Post
Newspaper
5.2 Advertise for volunteer/
volunteer coordinator
65 65 -0-
Lauren Lee 5.3 Volunteer Coordinator
Salary
7,500 7,500 -0-
Marketing
Madness, Inc.
6.1 Advertising
Coordination
Contract
14,000 14,000 -0-
Cabaret Lighting
& Sound
8.2 Lighting/Sound
Staffing Contract
35,000 35,000 -0-
Arena
Management,
Marley Memorial
10.2 Staffing, Parking
Attendants
1,500 1,500 -0-
MTV Music
Television
11.1
MTV Media Invitation 25,000 25,000 -0-
Lets Eat 12.4 Concession Contract
Labor
5,000 5,000 -0-

TOTAL 557,465.00 557,465.00 -0-

ROCK N REGGAE PROJECT 12

Cost Estimation Equipment Rental, Fees, Miscellaneous
Employee /
Contractor
WBS
Code
Indirect Estimated /
Contracted Labor
Estimated
Costs
Actual
Cost
Variance
Marketing Madness,
Inc.
6.1-6.5
Advertising Budget
50,000

1,250
Print Costs 28,750
TV 10,000
Radio 5,000
Internet 5,000
PODS Storage 7.1 Onsite Storage Containers 12,000 12,000
Enterprise Rentals 7.2 Van Rentals 3,500 3,612 (-112.00)
Pleasure Ride Limos 7.4 3 limousines, 3 town cars 6,600 6,600
Enterprise Rentals 7.5 SUV Rentals 1,500 1,500
Go Carts Inc. 7.7 Golf Carts (qty 6) 1,200 1,200
Enterprise Rentals 7.9 Standby Truck Rental 200 200
Sears 8.4 Generator Rentals 1,000 0 1000
U-Line 10.4 Parking Equipment
Rentals
300 288 12
Marketing Madness 11.3 Press Pass Creation /
Printing
60 0 (included
in contract)
60
Honey Pot Rentals 12.6 Mobile Restroom
Facilities
2400 2400

TOTAL 78,760.00 76,550.00 2210.00

Schedule Chart
Prior to the project start, Planners R Us received an Activity chart which outlined the
twelve activities to be managed as well as a breakdown of predecessors needed for each activity.
Since the festival planners wanted the work completed in 10 weeks, a task assignment reporting
sheet was created to ensure that the activities would be completed in the allotted time. As the
planning state progressed, Planners R Us received word that Activity D would require an
additional week to complete. The task list was modified as well as the cost analysis. Finally a
Gantt chart was created to show the initial baseline schedule and final project schedule which
was implemented to accommodate the needs of festival organizers.
ROCK N REGGAE PROJECT 13

Table 1- Rock n Reggae Activity Chart
Activity Description Duration
(weeks)
Immediate
predecessors
A Contract negotiation with selected music groups 3 -
B Find a construction firm & build the stage 5 C
C Contract negotiation with roadies 2 -
D Screen and hire security personnel 3 -
E Ticket distribution arrangements 1 A
F Organize advertising brochures and souvenir program
printing
4 D
G Logistical arrangements for music group transportation 1 E
H Sound equipment arrangements 3 C, D
I Processing of travel visas (for international groups) 5 F, H
J Hire parking staff, and make parking arrangements 4 E, B, H,
K Distribute media passes and arrange for MTV recording 5 G
L Arrange for concession sales and restroom facilities 2 F


*** Note Activity D has received a duration change from 3 weeks to 4 weeks. (See red notes in chart)
(Trotman)
/ 4
ROCK N REGGAE PROJECT 14

Employee / Task Assignment Reporting Sheet

Week Tasks to work on Assigned Employees Per Task
($100 additional labor fee if stacking employees)
1 A Brad
C Emmett
D John, Steve ($100)
2 A Brad
C Emmett
D Steve
3 A Brad
B Emmett, John ($100)
D Steve
4 B Emmett
E John
F Steve
H Brad
5 B Emmett
F Steve
G John
H Brad
6 B Emmett
F Steve
K John
H Brad
7 F Steve
I Emmett
J Brad
K John
8 I Emmett, Steve ($100)
J Brad
K John
9 I Emmett
J Brad
K John
L Steve
10 I Emmett
J Brad
K John
L Steve
11
12


ROCK N REGGAE PROJECT 15

Microsoft Project Task Table / Gantt Chart








ROCK N REGGAE PROJECT 16

Conclusion
The creation and execution of an outdoor music festival is an event which contains
various risks, but also great benefits. A successful Rock n Reggae Music Festival would bring
tourists and money to the town of Buford in addition to providing an event which will promote
community cohesion. Planners R Us created a project plan which, not only provided the
necessary elements requested by the event sponsors, but under budget as well.












ROCK N REGGAE PROJECT 17


References

Pinto, J. K. (2007). Project Management: achieving Competitive Advantage. Upper Saddle
River: Peasron Prentice Hall.
Trotman, D. S. (n.d.). Rock 'N' Reggae Case Project.