Practical Events

ManagementLecture Three: Forecasting

and Planning for Events

Lecture Overview

Forecasting for Events

Why Forecast?

Forecasting Techniques

Defining Planning

The Planning Process

Event Mission and Vision

Event Objectives

Understanding the External Environment

Understanding the Internal Environment

Event Roles Schematic

Forecasting for Events

forecasting can be defined as predictions, projections, or estimates for future events or conditions in the environment in which

the organisation operates”

(Kreitner, 1998:217)

Why Forecast?

Pictures the market Is there demand for the event?

Predicts what may happen How many people might attend the event?

Identifies possible problems What are the main issues surrounding the event?

May open up other avenues You may be able to identify potential follow up events

or new event ideas

Forecasting Techniques

Outcomes based

Time series analysis

Causal analysis

Qualitative research

Demand and demographics

Defining Planning

In it’s simplest form, the planning process consists of establishing where an

organisation is at present, where it is best advised to go in the future and the

strategies or tactics needed to achieve that position. In other words it is concerned

with end results and the means to achieve those results”

(Bowdin et al 2006:115)

The Event Planning Process

Development of event

concept or intent to bid

Feasibility study

Decision to proceed with

bid

Rejection/acceptance of

bid

Decision to proceed with new event

Establishment of

organisational structure

Strategic plan

Implementation of strategic

plan

Decision to cease

Event Vision and Mission

Vision – all about long term direction

EventScotland

Our 2020 vision for Scotland Scotland established as the perfect stage for

events.

Mission – how the vision will be delivered

EventScotland To develop a portfolio of events that delivers

impact and international profile for Scotland.

Event Objectives

Detail how you will achieve your mission

They should be SMART Specific Measurable Achievable Realistic Time Bound

They may be concerned with issues such as:

> Event Growth > Economic Benefit

> Event Quality > Tourism Development

> Event Sustainability > Social Benefit

> Sector Development > Educational Development

> Audience/Participant Satisfaction > Community Development

Understanding the External Environment

Environmental scanning should be conducted to gain an understanding of the environment in which your event will operate

PESTEL analysis Political Economic Socio-cultural Technological Environmental Legal

Other factors to take into consideration may include: Demographics Physical environment The competition

Understanding the Internal Environment

An internal scan should be conducted to identify strengths and weaknesses of the event and how these will affect your ability to deliver it.

It will also help you to identify opportunities that your event could capitalise on and threats that could undermine the event or elements of it.

Event Roles Schematic

Project Manager Chair the Project Management

Group Oversee all areas of the event Work with team members on

their specific area of responsibility

Finance Manager Manage the event budget Manage all income Manage all expenditure Present post-event accounts

Programme Manager Drive the programme for the

event Music, Acts, Talent, DJ’s,

Models etc Dressing of the venue

Marketing and PR Manager Create and manage event

marketing plan Secure sponsorship and

manage relationships with sponsors

Identify key stakeholders and manage approach

Media management (print, radio, TV, internet)

Production/Logistics Manager Create running order for event,

including programme and infrastructure

Order all required equipment Booking and management of

event venue Oversee the build and de-rig of

the event

Remember, failing to plan is planning to

fail!!!