Assignment Cover Sheet: Music Industry Studies

An Assignment cover sheet must be included with each assignment. Please complete all details clearly.

If you are submitting the assignment on paper, please staple this sheet to the front of each assignment. If

you are submitting the assignment online, please ensure this cover sheet is included at the start of your

document. (This is preferable to a separate attachment.)

Name: Claire Fullarton Student ID: 09001868

Groupwise Email: 09001868@uhi.ac.uk

Programme Title and Level: BA Music Business Year 3

Student adviser: Andrew Miclvain Tutor: Andrew Dyce

Module title: Event Management Due date: 05/12/2011

Assignment topic/title: Event Management Portfolio

I declare that the work contained in this assignment is my own, except where acknowledgement of sources is

made.

I authorise the University to test any work submitted by me for instances of plagiarism using text comparison

software. I understand this may involve the University copying my work and storing it on a database to be used in

future to test work submitted by others.

Note: The attachment of this statement on any electronically submitted assignments will be deemed to have the

same authority as a signed statement. In addition, any tangible evidence of assessment work and/or feedback must

not be copied, downloaded or streamed onto any multimedia service, platform or device.

I understand that I can obtain further information on this matter at http://www.uhi.ac.uk

Signed: Claire Fullarton Date: 21/11/2011

Staff use only

Date received from

student

First marker

Assessment/grade

Second Marker

Assessment/grade

Third marker

Agreed grade

Claire Fullarton (09001868)

BA Music Business - year 3

Event Management

Burlesque Night Portfolio

Contents page

Event implementation and completion

Relevant timescales

Budget

Marketing strategy

Customer feedback

Stakeholder feedback

References

Appendices

Event implementation and completion

I decided to plan and host A Burlesque Night in the venue ‘Klozet’ which is situated in

Dundee. The night took place on November 11th.

The event was a free entry event as the venue owner believed he would make a lot of

money on the bar due to being the venue for the event as it is the first Burlesque event to

be held in the venue.

I contacted Klozet about being the venue for my event as I knew the capacity was around

200 and the lay out of the venue would suit the type of event I wanted to host nicely.

Below is the conversation I first had with the venue owner of Klozet (Paul):

September 18 Claire Fullarton

o Hey there, I am currently doing my degree in Music Business and within this I have an event management class and I would love to put on a burlesque night in Dundee. I have previously put on one in Glasgow so I have the experience but I was just wondering how you would feel about being the venue, im looking to hold it mid November on a friday night but suitable to change. Thank you for your time and if you could have a think about it and get back to me that would be appreciated. Thanks again. Claire Fullarton x

September 19 Klozet Dundee

o Hi Claire...Tell me more.....whats involved etc. Love Burlesque

September 19 Claire Fullarton

o Well it would include like 4 or 5 burlesque performers (at least one boylesque also for a bit of a change up) and there would need to be a dj for doing their music and a wee area for them to get changed an that but yeah i think thats about all. I would be looking to charge an entry fee to make the money back for the performers. What do you think about door process ect? Do you have any thoughts ect? I would be able to use the printing facility's at my uni for the print promotional material x

September 20 Claire Fullarton

o Hey there, any thoughts on being the venue for this yet? sorry to rush you but I have to work to deadlines x

September 20 Klozet Dundee

o Can you come in anytime soon? Meet with Alana the Manager?

September 20 Claire Fullarton

o Yeah today I am free from 6? x

September 20 Klozet Dundee

o Alana is working 5-1 so tonight would be good...I wont be there so if you tell her you have been speaking to Paul. If she thinks its a good idea then we will go for it.....tell her all what you need.

September 20 Claire Fullarton

o Ok thanks, Do you want me to e-mail you afterwards with what was being said? x

September 20 Klozet Dundee

o yes please - paulmclaren@fairfaxinternational.co.uk

September 20 Claire Fullarton

o Ok will do thanks a lot.

After meeting with the venue manager I secured the venue for the 11th November for 6pm

till 12am free of charge.

Below are photographs of the Burlesque Night taken by the professional photographer

(Gavin) that I scouted and then hired for the event:

This is the poster that I had a creative designer make to promote the event:

Relevant timescales

Below is the event schedule I prepared for the night itself:

Action Time

Arrive at Klozet – set up

19:00

Event starts

20:30

Welcome everyone

20:45

Mocha deluxe performs

21:00

Interval

Roxy stardust

21:20

Interval

Tom Delish performs

21:40

Interval

Roxy stardust performs again

22:00

Interval

Scarlett flame performs

22:30

Thank everyone for coming

22:45

I had a copy of this with me at all times on the night and I also gave a copy to the venue

owner as well as the venue manager. I also handed out copies to the performers to have

backstage.

I also prepared a music schedule for the performer’s music on the night, this was handed to

the DJ along with the music at the start of the night:

Time Performer Song

21:00 Mocha Deluxe Roxie’s Suite

21:20 Roxy stardust Like A Virgin — Madonna

21:40 Tom Delish Glorybox

22:00 Roxy stardust Joe Bonamassa - Jockey Full Of Bourbon

22:30 Scarlett Flame Eurhythmics – Love is a stranger

Detailed budget and evidence of expenditure/income

I was given a budget of £250 from the venue owner as expenditure for the event as he

believed that the bar would profit more than this sum of money from holding the event in

the venue.

Below is the budget that I created up and abided by concerning the event:

EXPENDITURE

Promotion £0*

Marketing £0*

Venue hire £0*

Equipment £0*

Performers £240*

Riders £10*

Photographer £0*

TOTAL £250

* The promotional materials designer is created the materials for free and I used the

reprographics within Perth UHI to print off these materials (posters and flyers) free of

charge. I also promoted the event online using networking sites, which was also free.

*Market research was conducted face to face, through the use of surveys (which I again

used Perth UHI reprographics to be able to print these for free) and in addition online

surveys were posted via social networking sites therefore there was no cost for the events

marketing.

*The venue ‘Klozet’ cost £0 to be booked for the event.

*The venue already had all the sound equipment needed for this event in the venue that I

was able to use free of charge.

* The Burlesque Performers fees differentiated between each act but in total they got paid

£240 altogether.

* I will be purchased various rider items such as sweets and drinks to be available for the

performers back stage at the venue on the night of the event at the budget of £10.

* The photographer agreed to take photos of the event free of charge as he would benefit

from having the photos in his own portfolio as he is currently studying photography at

University.

INCOME

As this was a free entry event there was no income for me to calculate. However the venue

owner confirmed that he made a lot of money on drink sales at the bar.

This is how much each performer was paid in cash at the end of the night:

Performer Fee

Mocha Deluxe

£40

Tom Delish

£120

Roxy Stardust

£30

Scarlett Flame

£50

Marketing strategy

I conducted market research for my event online in form of a survey to find my target

market. (Appendix 1)

After I analysed the feedback I discovered that my market was both males and females

aging 18 to 40, living in Dundee and the nearby areas.

I then went on to research my competitors and an example of a competitor I found was Club

Noir’s Halloween event on Saturday 22nd October at Fat Sam's Live. After looking in to it

further I found that they were promoting their event on the Club Noirs website and didn’t

have a Facebook event or anything similar to this to promote the night.

Marketing Mix:

Product: The product was the burlesque event night in Klozet that I planned.

Price: The event was a free entry event.

Promotion: I hired a creative designer to create the poster and flyers for this event

and then I distributed the A3 posters and A6 flyers in appropriate places to help raise

awareness of the event. I also created a Facebook event for the night to keep the

public up to date on the event and to help promote the night further as Facebook is

a very popular tool nowadays and most people have a Facebook that they log into

and use regularly.

Placement: I distributed the posters and flyers in suitable places such as Colleges,

Universities, The venue in which the event was being held, Nearby takeaways, and in

the streets of Dundee and the surrounding areas such as Perth and Arbroath.

This is a screen shot of the Facebook event page in which I created for the

event:

This is a screen shot of people interacting with the event page:

Manage customer feedback

I decided to collect customer feedback through the use of an exit survey, I created the

survey then printed out 100 copies, and then on the night of the event I took the printed

surveys and 50 pens to the event in order to secure the customer feedback I needed. I

received 60 completed surveys at the end of the night.

This is the survey in which I created:

Thank you for attending Please fill out this short survey.

Gender:

Male

Female

How did you hear about tonight?

Facebook

Twitter

Word of mouth

Poster/flyer

On a scale (5 being the best) how much have you enjoyed the night?

1 2 3 4 5

Any additional comments:

(Likes/dislikes)

Did you dress up tonight?

Yes No

Age:

18-24

25-32

33+

What would make you attend a night like this in the future?

Thank you

If you would like to be contacted about similar events in the future feel free to

leave your name and email address.

Also, don’t forget to tag yourself

in tonight’s photos on Facebook!

This was the results from the survey:

1) Gender:

2) How did you hear about tonight?:

Male

Female

0

5

10

15

20

25

30

35

40

45

Facebook Twitter Word of mouth Poster/flyer

Am

ou

nt

of

peo

ple

3) On a scale (5 being the best) how much have you enjoyed the night?

4) Did you dress up tonight?

5) Age?

0

5

10

15

20

25

30

35

40

45

50

1 - didn't enjoythe night

2 - found thenight ok

3 - the night wasgood

4 - the night wasvery good

5 - the night as awhole wasexcellent

Nu

mb

er o

f p

eop

le

0 10 20 30 40 50 60

Yes

No

Number of people

6) What would make you attend a night like this in the future?

Comments included: “Being closer to where I live”, “Cheap drink promotions”,

“Dressing up”, “To see more burlesque performers”

Manage stakeholder feedback

18-24

25-32

33+

The day after the event I sent e-mails and Facebook messages to all of the performers, the

photographer and also the venue owner I order to thank them and also find out their

opinions about how they thought the night ran as a whole.

This is one of the e-mails I sent to a performer (I then sent the same e-mail but changed the

name to the other performers):

> From: Claire Fullarton <cjfullarton@hotmail.co.uk>

> Date: Mon, 14 Nov 2011 12:50:46

> To: <mochadeluxe@hotmail.co.uk>

> Subject: Burlesque Night 11/11/11

>

> Hey Mocha,

>

> Thanks a lot for your Performance in Klozet on Friday :)

>

> Did you have a good night?

>

> Thanks again

> Claire Fullarton x

This is the Facebook message I sent to Gavin the photographer:

Hey Gavin,

Thanks again for last night! I can't wait to see all the photos. Did you enjoy the night?

Claire Fullarton x

This is the e-mail I sent to Paul the venue owner:

To paulmclaren@fairfaxinternational.co.uk

Hey Paul,

Thanks a lot for being a great venue on Friday.

Did the night meet your expectations?

And did you enjoy the night as a whole?

Thanks again

Claire Fullarton x

I did not receive responses from all personnel however below are some of the replies I did

receive:

This is the reply from Tom Delish (performer) via Facebook message: Hey Claire, Sorry not replied earlier to your email... but I'll say this about Klozet Dundee Burlesque night… “I had a fun filled night, the crowd were lively and you were very helpful and friendly all the time, always smiling." Tom DeLish

This is the reply from Mocha Deluxe (performer) via e-mail reply:

This is the reply (via Facebook message) I received from Gavin (photographer):

Hey Claire, Yeah I’ll let you know when they are ready. Yeah thank you it was a good laugh,

let me know if you need me again. Speak soon, Gavin.

Paul (the venue owner did not reply to my e-mails so I went to the venue to speak to him in

person:

He stated that the night was a great success and that he would love it if I could put on more

events in Klozet for him in the future.

References

www.clubnoir.co.uk

www.surveymonkey.com

www.Facebook.com

www.hotmail.co.uk

Appendices

Appendix 1 (Market research survey)

1. Have you heard of Burlesque before?

Yes

No

I've heard the word but am unsure what it actually is.

2. Would you like to find out more about burlesque and/or burlesque events?

Yes

No

Any comments or questions, please feel free to leave your e-mail address.

3. If answered yes to question one, how many burlesque events have you attended?

If answered yes to question one, how many burlesque events have you

attended? None

1-4

5-8

8+

4. Would you be interested in attending a burlesque event in the near future?

Yes

No

Maybe

If answered yes or maybe please specify what would make you want to attend the

event the most?

5. What area do you live in (or spend most of your time in)

Angus

Tayside

Perth and Kinross

Glasgow

Edinburgh

Aberdeenshire

Other (please specify)

6. What is your gender?

Male

Female

7. How old are you?

Under 16

16-23

24-36

36+