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Service of Beverages

Assignment Topic on-Event Management its

and Planning of an Event Management

Present to:- Mr. Nurmahmud Ali

Submitted by:- Upender Kumar

Roll no. Sixteen (RR1904B16)

Reg. no. 10901629

B.sc-ATH 3rd Final YearEvent management 1 of 32



E-factor Event management company

E-Factor came into existence in 2000-2001. It was our dream to make a company which stood

out in its niche category as a super-specialized service provider. E-Factor is a company

known for its larger than life, awe-inspiring set ups and formats, and completely personalized

service to the client. We provide end-to-end solutions for all kinds of events – be they

corporate or personal.

they are a 34-member team with a fully developed and functional in-house production facility.

Our panel of skilled craftsmen and band of highly qualified designers add the extra edge to

our platter of deliverables. Our corporate offices are in New Delhi, Gurgaon and London and

our footprint extends to the Middle East, South East and UK, giving our work and thought

process a global perspective.

they undertake turnkey assignments in the form of mega ground concerts and televised events

and manage weddings for the leading industrialist families. We handle all possible aspects of

an event and cater to varying entertainment and promotional needs. It has been a long and

successful journey with our select corporate and government clients; constantly creating

unique experiences through our larger-than-life creations and products.

they have recently forayed from our core business of providing event management services to

enter the exciting field of adventure and lifestyle tourism. This endeavor has been

spearheaded by a globally established, highly visible and sought-after form of tourism / fun-

based aviation product hot air ballooning.

E-factor vision

E-factor would like to be the first choice for organizations and families looking for unique,

one-of-a-kind events. We are dedicated to conceiving, designing, and executingevents that surpass the objectives envisioned for them and create the WOW factor

that is the hallmark of every E-factor event. We would like to hear at the close of

each event we manage, that our customers and their guests are delighted - simply

delighted.

Function of the company

Events are one of the fundamental tools that build healthy communication between an

individual / organization and their target audience.

Event management 2 of 32



Today, events encompass elements of Entertainment, Functionality, Philosophy, and Vision.

More importantly, they represent and fulfill strong multidimensional Business,

Personal and Communication objectives.

E-factor has been created to fulfill these multidimensional requirements – to craft an

environment that allows effective communication that generates and executes

break-through Relation- building, Marketing and Promotional Opportunities.

We become an effective and personalized interface between the client and their guests, as

well as any other vendors that the client takes on. Our personal touch adds to the

feeling of the client being on hand even when they are not physically present.

We hand-hold the client through all decision making: short listing of vendors and service

providers as well as follow-up on their deliverables vis-à-vis the committed

services.

A special Event

A special event is a one-time event focused on a specific purpose. It is groundbreaking and

significant – an occasion to remember. Special events may be created for targeted purposes,

and can be in any format. These one-time special events are different from "programs"

offered on a continuing basis.

With our expertise in creative planning and & flawless execution, we offer the best in

organizing special events.

We have initiated and produced events such as:

“Rajasthan International Hot Air Ballooning Fiesta" — The first-ever International Hot Air

Ballooning Fiesta started on13th February 2006 with a Press Conference at Bikaner House,

New Delhi. It then moved on to Barmer, Jodhpur and Jaipur (in Rajasthan), ending with agrand finale at Noida Stadium on 26th February 2006. This 14 -day long extravaganza

witnessed around 25 international balloonists coming in from 10 different countries.

“Real Estate 2006 - UK” — A real estate exhibition highlighting the realty opportunities in

Noida, Greater Noida and Indirapuram, held in London and Birmingham. The exhibition saw

the participation of leading real estate companies with ongoing projects in the National

Capital Region. The exhibition witnessed spot sales and bookings as well.

Hrithik — Live in the Roshan Show — A large concert at the Jawahar Lal Nehru Stadiumfor Sony TV. It was Hrithik’s first live performance for a TV event. Year - Feburary 2001




Bhopal Mein Dhamaal — A mega concert featuring Govinda, Raveena Tandon and many

more leading lights of Bollywood at the Bhopal Stadium. Year - April 2002

“International Youth Conference on Terrorism” - Co-ordination and consultation for

“International Youth Conference on Terrorism”- A Global Dialogue on Peace by the Bhartiya

Janata Yuva Morcha (BJP Youth Wing) on 10th & 11th February 2003 at Delhi.

”Felicitation of Bharat Ratna Ustad Bismillah Khan” - on 22nd November 2003 for S.

Chand & Company, a leading publication house. The event also featured a shehnai recital by

the maestro.

Taj Mahotsav – Celebrating 350 Years — The second event in the series of Taj Mahotsav. A

cultural extravaganza featuring Ustad Amjad Ali Khan, Javed Akhtar, Nandita Das, Sufi

kathak by Manjari and qawwali by Sabri Brothers at the World Heritage Site Fatehpur Sikri

at Agra. Year - October 2004

“Rajasthan Day Celebrations” — The grand finale presented as a parade reminiscent of the

Republic Day featuring the Army, Navy and the Air force bands, cavalry and mounted police

of Rajasthan. The parade also featured 32 tableaux representing different cities and districts of

Rajasthan. This presentation at the Vidhan Sabha ended with a pulsating laser show andmagnificent fireworks. Year 2005/ 2006/ 2007

Wedding Event

E-Factor has a fully capable and self sufficient Bridal Event Planner that is dedicated to

creating dream weddings. We offer holistic solutions, either as a customized,

bespoke service or in a packaged format. Our weddings reflect your lifestyle and

personality, and we work closely with you to create unforgettable moments and

lifelong memories.

We assist with all the planning, facilitating, negotiating, and handling of various

aspects of wedding planning and ensure that you receive the best services for the

best price. The end-to-end solutions come to you with the E-Factor guarantee

backed by our strong in-house production set up and long-established vendor

relations in the industry.

Designer Weddings

Our top-notch Designer Weddings are designed to suit the discerning and the distinguished. Itis a creative journey whose milestones are anticipating your needs and satisfying it with our




stamp of technical essentials and distinctive aesthetics. Together we establish what you

envisage for your wedding and turn that dream into a reality.

Our scope starts with the pre-event planning through to execution right up to the post-event

winding up.

We also source / produce / execute and / or coordinate / manage the best experts in various

fields of floral, set design, décor, interiors, lighting, audio/video, etc. put them all together on

a platform to create a fantastic, ultra magical experience for the client and their guests. It is

an experience where nothing is repeated, there is complete customization and all of it is done

with complete consideration to discretion and confidentiality.

Pret - A – Weddings

E-Factor has recently launched a range of fully packaged wedding management solutions

under the brand name Prêt-à-Weddings. The Prêt-a-Weddings client gets to enjoy all the

capabilities, experience and rich resource bank of E-Factor in a non-customized format. It is a

readymade format to ensure that you are able to stay within your budget without

compromising on quality.

This concept shall have a smorgasbord of designs and styles on offer from which the

customer can pick and choose a suitable and cost-effective solution. Every wedding season a

new range of designs shall be launched, in step with the latest trends.

In this format the client will find a complete wedding solution along with convenience,

quality commitment and timely delivery of all aspects of arranging an Indian wedding:

Wedding Related Services offered by E-Factor include:

— Recommendation of, facilitation, negotiation and finalisation with vendors

— Venue Selection

— Linen — Florals - ordering and application

— Designing by a Floral designer

— Accessories - napkin rings, candles, table enhancements, table arrangements

— Concept based F&B services

— F&B consultation – food and layouting

— Transportation

— Artiste management

— Event Show Run

— Invitation — Photographer/ Videographer




— Fireworks

— Guest movement Logistics

— Airport Management

— Residential Venue Management

— Departures

— Co-ordination with all vendors

— Ambience & Intelligent lighting

— World-class bartending

Corporate events

Corporate events fulfill diverse needs for corporate clients – ranging from launching a product

to celebrating an anniversary to announcing awards or conducting awareness campaigns.

We offer clients creative ideas which will make their corporate events stand apart, while

fulfilling in letter and spirit the key result areas of the event. Our original ideas blossom into

reality with the superb production skills that have made us the envy of the competition, and

the event partner sans alternative for our clients. The result: dozens of events that have

redefined what a successful corporate event entails.




We are privileged to work with the same clients over and over again, for more and larger

events, as we approach with renewed vigour yet another chance to top our previous

performance, and wow the client and their guests a new.

Proprietary Events




From personal experience I know how planning even the smallest events and get together can

be very time consuming. There are the tasks of checking out venues, finding quality

entertainment, planning of dates and times, getting the guest list together, food preparation

shopping for event necessities, decorations, etc. Think about starting an event management business so that you can offer your clients the benefit of hosting a great event with the

convenience of one stop shopping for all their event planning needs.

Skills you need when start an event management business

Having an eye for detail, good time management and organizational skills are necessary when

planning great events. Being on time and keeping invoices, orders, client information, vendor

lists, venue information and any inventory you choose to carry such as party suppliesorganized is a must for your business to succeed. Having a fun personality and enjoying

working with people are helpful as well.

How do I get started?

Starting an event management business takes time and research. The best way to get started in

your area is to offer to plan events for your family and friends. This will give you experience

in planning a variety of events as well as build up your portfolio for future clients to see your

work. Reading books and attending event management workshops will help you to get started

right. Ongoing continuing education will help you to continue to grow your business. Join the

International Special Events Society (ISES), to stay on top of events and happenings within




the event planning industry. It will also help you to network and learn from seasoned

professionals in your industry.

Niche market

There are many types of events that you can plan including private parties, children’s parties,fundraising events, corporate events, weddings, business launch parties and more. Start off by

putting real thought into what type of events you would be best at planning. Even though you

may be good at planning all types of events to be successful it is always best to choose one

area of expertise and add to that if you choose to as your business grows.

Reliable Vendors

A major component to event management success is to develop a rolodex of reliable vendors

to work with including venues, caterers, photographers, musicians, videographers,

entertainers, party supply companies, etc.

A good business and marketing plan

Sit down and write out your business and marketing plan. Even if it is only on a single sheet

of paper, writing it down will really help you to start your business off on the right foot. Who

will your clients be? What services will you offer? What will you charge for services

rendered? How will you market? Are some of the questions to keep in mind when starting

your business.

Starting an event management business is the perfect choice for someone who is detailed

oriented and enjoys working with others. Research your industry well and learn how to

market yourself to prove your credibility. Be patient and your hard work will eventually pay

off.

How to start an event management business

This is an event-preneurs step-by-step guide to success so if your dream is to start, run and

maintain your own event management company, then this two part workshop is for you.

You know the pros and cons of working for someone else versus running the show yourself.

The events industry is an exciting, fast-paced, growing industry which demands highly

qualified event management companies and co-ordinators.

If you have decided to take the leap to full time professional events person there are a few

things you need to know to get started.

Part 1: Starting the right business

Starting the right business Knowing exactly what is involved




Reasons for staring an event management business

Industry knowledge

Self assessment

Market research and data collection

Setting realistic time frame

In the beginning

Deciding on a name for your business and deciding in which direction to move

Being clear about what message you want to send and what you want to say

Picking your business type

Sole proprietorship

Partnerships

Corporation

Public or private- To work at home or away?

- Pricing your event management services

How to Form an Event Management Company

Want to start an event management company? Wish to earn

those great bucks? First make sure you know where you are

You are heading into event planning business where you will

need solid social networking and business development skillsto survive. Your success in this business will depend upon, not

only on your experience and knowledge level but also on your

contacts (public relations), negotiating, marketing and

entrepreneur skills.

Here I should assume that you have been working in the event

industry (or sales or marketing industry) for the last couple of

years (at least 2 years) and that now you are confident you can

find clients for yourself.

Just like in any other business, there are certain skills which you must have in you, if youwish to succeed in the event planning business:

If I have to excel in the event management field at as faster pace, then get certified. There

are many event planning certification which can prove helpful in becoming a certified event

planner. Such event management certificates demonstrate competitive distinction and that you

have the skills, knowledge, experience and ability to plan and manage a successful event.




Good ideas for starting an event management company:

Step 1: Decide the services you wish to sell

A service is something which is intangible like: wedding planning, party planning, organizing

music concerts, fashion shows, conducting MICE (meetings, incentives, conferences andexhibitions) etc.

Choose those services in which you have a strong hold, in which you have majority of your

experience and expertise and which can generate maximum revenue for you. Don't try to be

jack of all trades and sell all event planning services one can think of. If majority of your

experience is in wedding planning, then wedding planning is best for you.

Don't try to get into corporate meetings, just because the market is better. Corporate meetings

are different from the weddings in terms of planning, implementation and evaluation. In fact

every event is planned, executed and evaluated differently and therefore you can't organize all

type of events.

Types of events

An event can be described as a public assembly for the

purpose of celebration, education, marketing or reunion.

Events can be classified on the basis of their size, type and

context.

An event can be:

1) Social / life–cycle events

Events like Birthday party, Hen/Stag party, Graduation day,

Bachelor's party, Engagement, Wedding, Anniversary,

Retirement day, Funeral etc.

2) Education and career events

Events like education fair, job fair, workshop, seminar, debate,

contest, competition etc.

3) Sports events

Events like Olympics, World Cup, marathons, Wimbledon, wrestling matches etc.

4) Entertainment events

Events like music concerts, fairs, festivals, fashion shows, award functions, celebrity nights,

beauty peagents, flash mob, jewellery shows, stage shows etc.

5) Political events




Events like political procession, demonstration, rally, political functions etc.

6) Corporate events

Events like MICE (meetings, incentives, conferences, exhibitions), product launches, road

shows, buyer-seller meet etc.

7) Religious events

Events like religious festivals / fairs, religious procession, Katha, Pravachan, Diwali fair,

Dusherra fair etc.

8) Fund raising/ cause related events

Any event can be turned into a fund raising or cause related event e.g. auctions.

Step 2: Do market research, competitor's analysis and SWOT analysis.

Market Research for Event Management Company

Market means your target audience i.e. people who

may be interested in your events. It also includes those

clients who may be interested in hiring your event

management services.

If your target audience are least interested in the type

of event you organize, then you won't get any

audience. Say you want to organize a rock concert in

the country of Oman. But people there are least

interested in such type of events. It means there is no market for your event in that country. If

you organize the event there, it will fail for sure. Similarly if you wish to organize a

Christmas Carnival in an area where majority of people are Muslims, then you can't expect

many footsteps.

Therefore it is very important that you find out in advance who are your target audience (i.e.

their age group, sex, qualification, profession, lifestyle, income, liking, disliking, customs,religions, traditions etc), where there live and what are their desires and expectations from

your event. To do market research you will have to do survey in the area

(town/city/state/country) where you wish to organize the event. If you wish to open a wedding

planning company and there are hardly two or three weddings in a year in your area, then

selling such type of services is not commercially viable.

Competitors' Analysis

Find out:

• - who are your competitors• - Where they live?




• - What are their employee base (i.e. number of employees)

• - Client base (i.e. number of clients)

• - Market value (i.e. what is their reputation in the market)

• - Market share (i.e. how much business they have occupied)

• - Turnover (i.e. annual sales)?

• - How many events they organize in a year?• - Why people attend their events?

• - What is so special about their events?

• - How do they get clients and sponsors for their events?

All this will help you in developing a better business plan for your event management

company.

SWOT Analysis for Event Management Company

SWOT analysis is used to evaluate the strengths, weaknesses, opportunities and threats

involved in your event planning venture. In SWOT: 's' stands for strengths, 'w' stands for

weaknesses, 'o' stands for opportunities and 'T' stands for threats.

Strengths

Determine your resources and capabilities and how they can be used against your competition

and in favour of your target audience. What advantages do you have? What you can do better

than the others?

Weaknesses

Determine the resources you lack. Determine the advantages your competitors have. What

could you improve? What you should avoid?

Opportunities

Look at your strengths and determine which opportunities are opened for you. Determine how

you can open up even more opportunities by eliminating some of your weaknesses.

Threats

Changes in external environment (like changes in economy or market trends) or any

unfavourable situation can pose threat to your company or business. Determine all present and

possible threats to your business venture. It can be the presence of a very powerful competitor or new or innovative ways of organizing events or a heavy tax on entertainment.

Step 3: Prepare business plan for your event management company

You will develop your business plan on the basis of market research, competitors' analysis

and SWOT analysis of your event management company. Before developing your business

plan, you should keep some points in mind:

1. Be realistic and avoid optimism while estimating capital requirements, sales and profits.

2. Don't ignore developing strategies which may come handy in case of adversities in your business.




Following steps can be adopted for developing a business plan for your event

management company:

1. Outline your business objectives.

What do you want to achieve in short term and in long term i.e. what is the mission and visionof your event planning company? However don't stick too much with long term objectives as

they may become meaningless after a long time or changes in market situation.

2. Determine your staffing needs and what should be their skill sets.

Develop the organizational structure of your event management company. Outline your own

skills, knowledge and experience and determine how they can be used to achieve business

success. Prepare resume of yourself and all of the people who will be involved in your

business. These resumes will come handy when you will look for partners/investors later on.

3. Determine how exactly you will find clients

How you will approach them and how you will sell your services. How you will expand your

business? What will be your rules, regulations, policies and procedures regarding payments,

reimbursement, penalties, cancellation and behaviour?

4. Estimate your capital requirements for one whole year.

How you will manage the cash flow

5. Prepare a contingency plan

i.e. what strategies you will adopt in case of capital loss, economic crisis or market downturn.

Step 4: On the basis of your business plan determine operating cost

the cost to run the business.

Step 5: On the basis of the operating cost, decide fees and the staff salary.

Step 6: Get investors/ business partners for event management company

on the basis of market research, competitors' analysis, SWOT analysis and your business plan.

Step 7: Decide name and logo of company and its status

i.e. whether organization will be a company, firm or establishment.

Step 8: Premises, recruitment and marketing your business

Hire office. Buy office stationary and recruit staff. Launch a new flashy website which

effectively describes your business and services in great detail. Hire an internet marketing

professional to promote it.




If you won't promote your website, then nobody will visit your website. So in that case your

website will be as good as nothing. Through your website, your business will get global

presence, 24 hours a day and 365 days a year. You can also expect to get lot of clients once,

your website becomes popular.

Step 9: Register your Company

If you have opened a company then get it registered under the Company's Act'. If you have

opened a firm then get it registered under the 'Indian Partnership Act'. If you have opened an

establishment, then get it registered under the 'Shops and Establishment Act'.An event

management company is just like any other company. So whatever rules and procedures are

required to start a company, also applies to an event management company.

Step 10: Register to pay tax

Following taxes are to be paid by an event management company. Income Tax, TDS (Tax

deducted at source), service tax, entertainment tax and taxes related to moving goods andmerchandise from one destination to others. Get PAN card to file Income Tax return. TAN

card to file TDS return. Get registration for service tax. The service tax on event management

companies in India is 12.36%

Setup plan for a new Event

Events are a workplace for some and a leisure activity for others and range from family days

in the local park to musical event festivals, firework displays, carnivals, sporting events etc.

Negligence on the part of the owner of the premises and/or the organiser of the event can

result in injury to either workers or patrons.This assignment is made to provide advice to organisers of events persons involved with an

event, including players, patrons, suppliers and event staff. It outlines the steps to be taken

and the measures that can be implemented to provide for a safe event.

What I need in company to plan an event

Though venues and events may differ, the application of certain common principles and

standards of good practice can reduce the uncertainty associated with planning and organisingfor a safe and successful event. This booklet advocates a common sense approach to event

organisation by focusing on:

1. Planning the event

2. Providing a safe venue

3. Staff organisation

4. Preparing for the unexpected

5. Documentation6. Event stakeholders




In addition to the common law ‘duty of care’ owed to those attending the event there are a

number of key pieces of legislation, which are applicable to events. The most relevant

include:

• Safety, Health & Welfare at Work Act 2005 and regulations made under it (where there is

employment paid or unpaid)

• Planning and Development Act 2001: Part XVI (licensing of outdoor events regulations)

• Fire Services Act 1981 (responsibility for fire safety on persons in control of premises)

• Fire Services Act 1981 and 2003 (licensing of indoor events regulations)

Safety, health and welfare at work act 2006 and regulations made there under is to ensure

the safety, health and welfare of all employees in the workplace. The legislation applies to

employers, employees and contractors. Even though the Act does not specifically mention the

employment of persons at events it can be assumed that the task which each individual

undertakes, whether paid or unpaid is at the direction of the event organiser.

The planning and development act 2001: Part XVI (licensing of outdoor events

regulations) is specific to outdoor displays of public entertainment comprising an audience of

5000 or more. Organisers of such large-scale events should not place reliance on the advice

themselves but be familiar with the relevant codes of practice, in particular the Code of

Practice for Safety at Outdoor Pop Concerts and Other Musical Events

(Dept. of Education - 1996)

The fire services act 1981

covers all aspects of fire safety and is applicable to both outdoor and enclosed venues. Eventorganisers have a responsibility to ensure that there are adequate means of escape for all

persons in attendance. Particular attention should be paid to materials used in the decoration

of the venue and the construction and use of temporary structures to ensure they are in

compliance with fire safety standards.

Licensing of indoor events act 2003

Is an addition to the Fire Services Act 1981 and is intended to ensure the safety of persons

attending events taking place wholly or mainly in a building. Unlike the licensing of outdoor

events regulations, the licence application for an indoor event is not restricted to an event with

an expected attendance of more than 5000. In addition the regulations provide for thelicensing of events on an annual basis. In respect of all of the above it is the responsibility of

the event organiser to ensure they are in compliance with the terms and conditions of the

regulations and relevant legislation.

Advance planning

Commence planning well in advance of the proposed event opening date. How far in advance

will be dependent on the size, type and duration of the proposed activity and the logistics

required for the event. Before committing to financial outlay you should first address the

feasibility of organising the event at the planned date and venue. Some of the issues and

considerations to be addressed at this feasibility stage include:




Issue Consideration

Details of other competing

events, which may take

place

at the same time

The timing of your event and the target audience could be affected by

another event organised at the same time and in the same area. Some

local research should be undertaken before committing to the proposed

date.

Sponsorship opportunities Companies or individuals may be interested in becoming associated

with your event. It is your responsibility to ensure that your sponsor’s

expectations can be met.

A marketing strategy If you want the public to attend your event you may have to develop a

marketing strategy. This may range from flyers in your local area to

radio and television advertising.

Insurance No event can take place without insurance; the availability of cover

required will be dependent on the activities, size and scale of your

event and your efforts to minimise risk factors.

Available funds An estimate of income and expenditure should be prepared as there are

many costs, which may not be apparent until you begin the detailed

planning of your event. Items such as the collection and disposal of

litter and waste can be an item of expenditure that is sometimes

forgotten when preparing your budget.

Suitable venue availability There may be an existing facility available for your event or you may

need to modify a facility. This is one of the most important factorswhen researching the feasibility of your project, some of the questions

you should ask include:

• Will you need to construct temporary facilities?

• Is there sufficient space for the expected audience?

• Are there security considerations?

• Is there adequate access and egress from the site?

• Is there sufficient parking and/or loading areas nearby?

Contact with relevant

bodiesand agencies

Any activity, which involves a concentration of people gathering in

one place, will have an effect on local infrastructure and it is common

courtesy to inform agencies such as An Garda Síochána, and local

residents of your intention to hold an event.

• You may be obliged to enter into a formal consultative process with

the statutory agencies.

Availability of resources Resources required for events, include time, people, equipment and

finance. Some of the questions you should address include:




• How many staff will the event require Will some of the staff be paid

• Is there sufficient time to plan the event

• Is the equipment required available for the period of the event

• Are there local sources of equipment

• How much planning is required

• What are the financial implications

• Do I need professional assistance

Insurance

Insurance is one of the most important factors in organising an event. The law requires the

organiser to have Employers Liability cover for all employees including unpaid helpers and

Public Liability cover for your patrons. The specific needs of your event should be discussedwith an insurance company or broker to ensure that adequate cover is provided for the event.

Venue owners may also request specific insurances and indemnities and in some cases the

insurance company may also require you to accept excess on the policy.

Pre-event planningPlan for the organisation of your event in phases; details within each phase will be dependent

on the event venue, scale, duration and planned activities. Any event will involve elements of

each phase and you should identify those issues, which are relevant to your event and plan

accordingly.In all phases the establishment of a safety culture in management and operational practices is

essential. Safety should not be seen in terms of rules and conditions imposed from outside,

but as a goal to which all parties to the event are fully committed. Regardless of the nature of

the event general planning questions to be addressed include:

• Which organisations and groups of people need to be involved or kept informed?

• Are tickets required? How, where and when will tickets be sold?

• How many people are likely to attend? What are the capacity limits?

• What kind of audience will it be?

• How will they behave? What will their mood be?

• Have similar events taken place, which may give useful pointers to problems and solutions?

• How long will the event last?

• What facilities will need to be provided?

• What are the required staffing levels for different types of personnel?

• What different arrangements may be needed:

- In the build up to the event?

- During the course of the event?

- During the wind-up phase?

A wide range of venues can be used for events; in all cases it is good practice to ask the

following questions:

• How will people get there? What planning issues are involved?

• What arrangements are needed for managing people outside the venue?• What will be necessary for managing people inside the venue?




• How will they view the activities? Sitting? Standing? Festival Seating, circulating from one

activity to another?

• What are the safe capacities? For the venue as a whole? For different sections?

• Is the venue already authorised to run a particular kind of event?

PHASE 1

Build-up and Load-inVenue Design

Selection of competent staff

Contractors and subcontractors

Construction of structures

Safe delivery and installation of equipment and services

PHASE 2

Operations

Management Strategies for:

Crowds, Transport, Welfare, First Aid, Contingencies, Fire, Major Incident etc.

PHASE 3

Load-out and BreakdownSafe removal of

equipment and services

Removal of structures

Rubbish and waste removal

Remedial works

Managing the risk

Every event has attendant risks; the first step in managing those risks involves examining all

areas of your event to determine where losses can occur. This examination is not limited tosafety issues, but can ensure that the event is conducted in the safest possible manner and if

something unfortunate does occur that the loss does not further impact the organisation either

financially or through adverse publicity. There are four general areas of losses associated with

events:

• Personnel

• Property

• Income

• Liability

By examining all areas where losses could possibly occur, you can identify where you may

need to purchase additional insurance.

Although the process may not guarantee that you have identified every possible risk factor associated with the event, the exercise will assist with demonstrating your diligence in

attempting to identify those you can manage and control and could be a factor in reducing

your obligatory insurance costs.

For events the combination of individual risk factors is extremely important in establishing

the degree of risk. Changing one aspect of an event may greatly increase the risk factors.

Some examples include: if free admission is allowed as a last minute decision that will change

the whole nature of risk for the event. If the event is transferred from one location to another

with less capacity you may have a serious problem of not being able to seat everyone. If the

weather suddenly changes you may have risks for which you are not prepared

Risk assessment




In compliance with health and safety law there is a legal requirement to undertake a risk

assessment of those hazards, which could cause harm to your staff and/or members of the

public attending the event. A risk assessment is a systematic approach to the control of

hazards and should be done in relation to the physical characteristics of the venue, likely

audience behaviour, technical installations, nature of performance etc. It involves the

identification of foreseeable hazards, evaluating the risks associated with them andconsidering what needs to be done to reduce the risks to an acceptable level. The process

should be comprehensively documented and recorded. Write down all the activities and

attractions, which make up the event and identify ways in which people (employees, the

public and any contractors) could be harmed.

The risk of a hazard causing harm is a measure of the likelihood or probability of an accident

coupled with the severity of the injury or loss. The simplest form of a risk assessment uses the

common categories of High, Medium and Low. Risk assessments can be undertaken in

various ways, the following example sets out the methodology in its simplest form:

Severity Likelihood Risk rating

High Fatality-major injury causing

long term

disability

Low Very seldomor never

Low Risk 1

Medium Injury - an

illness causing

short term

disability

Medium Reasonably

likely

Medium Risk 2

Low Other injury

or illness

High Certain or

near certain

High Risk 3

Venue designWith outdoor events in particular the site choice and preparation is obviously crucial to a

successful event. It needs to be sufficiently large to accommodate the size of the audience

expected, taking account of the space that will be occupied by structures, the activities and the

facilities provided.

The suitability of the site will also depend on the ground conditions, access routes, the

provision of services, and any environmental constraints such as the potential for noise

disturbance if there are houses or workplaces close to the venue.

A site-layout map should be drawn up showing the position of all the activities/attractions, the

facilities and structures, the circulation routes and entrances and exits. There should besufficient, well dispersed exits to allow for safe and rapid evacuation and a specific non

pedestrian route may need to be identified for emergency vehicles.

Walk the site and identify particular hazards such as steep slopes, uneven ground or kerbs on

which people could trip. Consideration should also be given to weather conditions and under

foot conditions in this regard.

Draw up an itinerary for the erection and dismantling of all structures on site and consider

how to facilitate the safe movement of vehicles within the site.

Providing space for people




The objectives in restricting the numbers in attendance at any event is to avoid the dangers of

overcrowding and to ensure that the means of escape in an emergency are adequate for the

numbers of people being evacuated from the venue. To determine the total number of people

who can inhabit a given space you will need to calculate the ‘occupant capacity’. The

following factors should be considered:

• Layout of the venue/site• Viewing areas

• Seating arrangements

• Site/venue infrastructure

• Exit doors and routes

• Circulation areas

• Space required per person

The advice of a competent person and the fire authorities should be sought when determining

the numbers of people who can be accommodated at the event. If the event involves the

provision of seating only, then the number of seats the venue can hold will be a determining

factor.

Capacities should be arrived at not only in terms of space allowance, but also throughconsidering appropriate rates of entry and exit from areas of the facility within specific time

limits. This involves monitoring crowd or audience levels in particular areas. A well-managed

and secure system of advance ticket sales is the best method of avoiding over-capacity. Where

this is not an option and there is a limit on attendance numbers, it is important to have some

method for assessing the numbers admitted to ensure the ‘occupant capacity’ is not exceeded.

This can be achieved by using designated entrances manned by stewards in a way, which will

allow them to carry out an accurate form of head counting.

While the need and the means to manage admittance numbers to an enclosed event which

have attractions which are in temporary accommodation such as marquees, or events where

the audience may be restricted to areas of the public roads should also address the need to

prevent overcrowding in specific areas. It is important that reference be made to the relevant

Codes of Practice and professional assistance sought in calculating occupant capacity.

Ingress and egressApproaches to the venue should be well sign-posted from parking areas and public transport

points. The plans for using the venue for a particular event must safeguard pedestrians from

traffic movement in the vicinity of entry and exit points. Temporary stands or trading points

must not be allowed to obstruct circulation. You should address the issue of what influence

your event will have on the existing arrangements for traffic and pedestrian usage with the

local Gardaí.Entrances and exits should be sufficient in number to allow the desired rate of ingress to and

egress from the venue, and should be as evenly distributed as is practicable. Inappropriate

positioning, width or impeded flow rate may constitute a hazard by creating bottlenecks,

which result in crowd congestion with possible tripping and crushing injuries. They should be

clearly labelled in terms of where they lead to, and should provide a smooth flow within a

time period, which will not cause frustration.

Avoid locating attractions in the pathway of persons entering or exiting the venue. Exits

should not disgorge people into a place of danger, for example into traffic or where a heavy

crush is likely through crowd build-up. Ensure wheelchair users and persons with mobility

impairment have means of access; this may necessitate supplying rampage and the

designation of access facilities wide enough to allow free movement.

Issues, which can impede the safe operation of entrances and exits, include:




• extra security checks, which can reduce flow rates

• age of the audience may affect speed of entry or exit

• persons with psychological or physical impairment can slow movement

Large-scale events where activity ends at a given time will require exit planning to take

account of the egress of large numbers into surrounding areas. This exiting plan needs to be

agreed between the event organiser and An Garda Síochána/PSNI who have responsibility for managing off site movement. The provision of extra Gardaí/PSNI personnel to police an event

may incur charges, which must be met by the event organiser.

Signs, way-making and circulationSafety signs, way marking and labelling of entries and exits must be large, legible,

unambiguous and suitably elevated. Directional signage must be consistent with, and easy to

relate to, information on tickets and ground plans. Way marking should help people to recover

from mistakes and wrong turns and retrace their steps.

Clearly numbering exits and referencing them to a map or line drawing of the venue layoutwill assist stewards with their training in knowledge of the venue. Signage designating key

items such as the location of first aid points, emergency exits and fire equipment should be

easy to see. Safety signage must be consistent with industry standards. Multi-ethnic audiences

may be a feature at some events and it is advisable when planning the signage requirements

that you consider the use of pictograms to depict essential services.

Movement to and from attractions/seating should be unimpeded and should be along clearly

defined routes, the aim is to ensure that a one-directional flow is in operation where practical.

It is important to examine areas where patrons are likely to congregate such as particular

attractions or catering outlets and ensure sufficient space is provided around these to avoid

congestion. The stewards at the event should be encouraged to monitor entrances, exits and

circulation routes and event management should be prepared to alter circulation routes if required.

Event control facilitiesThe provision of a room or space as the event control point is essential for the smooth

operation of an event. Even small events should have a central point where the administration

and co-ordination of the event takes place. Some of the reasons why the organisers should

designate an event control room with limited access are:

• for display, collection and distribution of information for key event staff

• for the collation of event documentation

• as a point of contact for persons visiting the event on business• as a focal point for the Event Controller

• as an incident room in the event of a major incident occurrence

For large events it is recommended that the central control room should be equipped with or

adjacent to event communications facilities.

Structural safetyThe failure of any temporary structure in a crowded, confined space could have devastating

effects. It is therefore essential to ensure that any temporary seating, staging, sound towers,

large tents, marquees, stalls, attractions etc, are acquired from reputable companies, comply

with the appropriate standards and are erected by experienced persons using safe working practices. A competent person should provide certification on the stability of all such




structures and you should be advised of the maximum wind loading which structures can

withstand. Once the structure has been erected, a competent person (structural engineer)

should ‘sign it off’ as being sound.

The risks associated with the supply and use of these structures can be minimised by

adherence to the following safety guidelines:

• provision of a clear brief to the supplier • provision of clearly defined site layout drawings

• provision of proper working drawings

• accurate setting out and levelling of bearing pads

• an organised work sequence and regular inspections

• adherence to design without site modification unless absolutely necessary

• regular maintenance and inspection of components

• adequate time for erection

• routine inspections during the period of the event

Temporary covered accommodationTemporary covered accommodation can range from small tents used as first aid posts,

catering outlets, craft stalls etc. to large tents and marquees. The anchoring of such structures

will depend on the type of ground available, anchored on soft ground and others on a hard

standing. Hazards associated with such accommodation include:

• Trip hazards; ropes and stays

• Heavy rain running off roofs can puddle and create a hazard

• Underground cables, overhead power lines and tree branches can cause hazards

• Fire hazards in the use of materials, decoration and electrical supply

Marquees and large tents should be made of appropriate material that does not permit rapid

surface spread of flame and certification should be provided from the supplier to confirm this.

You should be advised of the maximum wind loading that the tent can withstand and you mayneed to monitor the wind strengths on site using an anemometer.

An adequate number of fire exits should be provided in accordance with the number of people

likely to be accommodated in the marquee at any one time and fire extinguishers and

emergency lighting must be provided. Your local Fire Authority can provide you with further

advice in this regard.

Barriers/fencesBarriers may be required for a number of purposes including securing the site, controlling

entrances and crowd movement, relieving crowd pressure, excluding people fromunauthorised or dangerous areas, protecting the public from dangerous equipment and

preventing climbing on structures. Types of barriers can range from simple rope and post to

Herras fencing. Some hazards associated with barriers are included in the quick reference

appendix 1B.

Front of stage barriers are likely to be essential for pop concert type events to enable those

suffering physical distress to be removed to a place of safety and to displace any crowd surges

away from the centre of the stage. The basic design criteria for barriers are that they are

capable of withstanding the load which is likely to be placed on them. Obviously the effective

use of such systems also depends on the provision of sufficient numbers of trained stewards.

Lighting




If a venue is intended for use outside daylight hours, all parts of a venue should be provided

with suitable levels of artificial lighting to allow people to leave, enter and move about the

venue and its surrounds in safety. An adequate emergency lighting system should be available

as a back up if the normal system fails. Particular attention should be given to clear

illumination of exits and directional signs, which indicate escape routes and clear lighting of

entry and exit ramps and stairways.

Electrical systemsElectrical installations for one-off events, particularly outdoor events, can be complicated and

extensive and is definitely a job for an expert. If not installed and managed correctly, serious

injury to employees and/or members of the public can occur. Only electrical equipment

designed for outside use should be provided at outdoor events. The positioning of cables often

causes problems where temporary supplies are used - where cables have to cross pathways

and roadways, they should ideally be buried to protect them from damage and prevent trip

hazards. Where this is not possible, cables should be covered with suitable matting or where

there is a risk of vehicular damage be provided with additional sheathing or routed andsupported overhead. Again professional help is essential. In all circumstances, inappropriate

equipment and connections or inadequately protected circuits may cause electric shock and/or

overloading, which can lead to lighting/sound failure or result in a fire.

A qualified electrician should check generators, including those, which have been brought to

the venue by other persons such as caterers. Where necessary, they should be properly earthed

and located away from public areas or surrounded with appropriate barriers. Ideally electrical

generators should be used at events.

Fire prevention equipmentAn adequate number of the appropriate types of fire extinguishers and if required other types

of fire suppression equipment should be provided in key positions, such as close to catering

areas, power sources and fireworks firing zones. Fire extinguishers should conform to the

requirements of IS 290 and IS 291 or other standard approved by the Fire Officer, fire

blankets should conform to BS6575: 1985.

An example of areas of special fire risk at events and the minimum fire safety equipment

required are set out below, however the location and numbers of equipment required should

be determined by a competent person and approved by the fire authorities.

Portable generators CO2 or Dry Powder Extinguisher

Catering concessions Dry Powder Extinguisher and Light Duty Fire Blanket

Catering/food safety

The event organiser should ensure that all caterers operating on their behalf are reputable,

their staff are appropriately trained and food handling and preparation techniques are safe.

Caterers operating concessions should be asked to produce food stall licences, occasional

food permits (where appropriate) and where required a casual trading permit from the local

authority. The suppliers of catering outlets must have the facilities required in order to prevent

the contamination of food. The main concerns of the Environmental Health Officer in relationto food safety are the provision of:




All temporary sanitation units must be in- situ on an open venue site a minimum of 24 hours

before the public are admitted; any deviation from this timescale is at the discretion of the

relevant Environmental Health Officer. Temporary drainage arrangements must be in

accordance with Section 3 of the Local Government (Water Pollution) Act 1977(1), which

applies to the pollution of ground water and surface watercourses, on no account should waste

be discharged into the ground.

Drinking waterThe provision of free drinking water is of particular importance at concert type events where

the audience may assemble in cramped or hot conditions. At more lengthy concerts/festivals

conditions such as dehydration can be a serious problem, and can result in people fainting

with the subsequent risk of being trampled.

A minimum of one drinking water point per 1,000 persons must be provided, drinking water

where possible should be supplied from the rising main and should be dispensed through

spring loaded standpipes. A suitable non-slip surface adequately drained must be provided toall drinking water supply areas.

Litter and wasteMake arrangements for the cleaning of the venue before, during and after the event. Arrange

for adequate litter bins/refuse collection points to be positioned on the approaches and

throughout the venue. Ensure in particular that sufficient bins are located in the vicinity of

catering outlets as the main accumulation of waste on the event site usually occurs around

catering concessions.

At all phases of the event keeping the venue clean and tidy will aid in the prevention of trips

and falls. Litter and waste generated at events includes such items as food and drink containers, plastic sheeting and paper, left over food and liquid wastes. Event medical

facilities can generate hazardous waste, which must be disposed of in accordance with

biohazard disposal regulations. The organiser of outdoor events held on public property, such

as parks, roads and streets have a duty to ensure roads and streets in the vicinity of the event

are cleared of litter generated by persons attending the event. The local authority waste

management services can offer advice on the collection and disposal of waste.

Managing vehicular traffic

Decide how people are likely to travel to the event and whether you need to provide advice on public transport or parking facilities. It is best to keep as many vehicles as possible away from

the venue environs. The objectives of traffic management at any event is:

• To ensure pedestrians and vehicles are separated

• To minimise the impact of the event on routine traffic movement

• To ensure emergency vehicles can access the event venue

All likely types of vehicles requiring access to the immediate area of the event venue should

be considered, including:

• construction vehicles during build up and take down

• supplies and maintenance vehicles during the event

• emergency services vehicles

• disabled vehicle access and/or drop off and pick up points• invited guests and production vehicles




• media broadcast units and equipment carriers

If vehicles are to be allowed access to the site, then arrangements should be made to segregate

them from pedestrians either by providing separate routes or by allowing vehicles onto and

off the site at pre-arranged time slots. The operation of one-way systems within some sites

can also reduce risks.

For large events, park and ride facilities using buses to shuttle people between the site andremote car parks can work well. Advice should be sought from public and private transport

companies for the provision of such a service.

Event staff There are many tasks to be undertaken and services to be provided during an event. The

identification, training and management of specific groups to undertake these tasks is the

responsibility of the event organiser. The management structure for an event can differ

between the planning stage and the operational stage. To manage the operational aspects of

the event the organiser should establish an event management team.

Event controllerThe event controller is the term used to identify the person appointed by the event organiser

with the status and authority to take full responsibility for all matters relating to the operation

of the event. Some of the duties attached to this position include:

• Having overall responsibility for the management of the event .

• Ensuring the event is staffed by a sufficient number of competent staff.

• Ensuring effective control, communication and co-ordination systems are in place.

• Ensuring that adequate measures are in place for the safety of all person at the event.

• Initiation, liaison and management of emergency action if necessary.

Chief stewards/stewardsThe event organiser is responsible for ensuring that an adequate level of stewarding is

provided for an event. A chief steward will have responsibility for the management of event

stewards in designated areas. Event stewards are the eyes and ears of the event management

team and their training and knowledge of the event/venue are critical to the smooth operation

of an event and the safety of all persons in attendance. The number of stewards required for

an event can be determined by carrying out a risk assessment. The number of entrances to the

venue, whether there are restricted areas, potential areas of crowd pressures should all be

considered when making this assessment. Stewards will also be required for general dutiessuch as providing information to spectators, managing the flow of people through the venue

and external ticket checks.

All stewards should be provided with readily identifiable coats or bibs in safety colour e.g.

orange or yellow or combinations of both. The code of practice recommends that all stewards

be physically fit, over eighteen and under fifty five years of age. It is recommended that all

stewards have completed the IRFU Stewards Training Course. Chief stewards particularly on

larger sites or for larger events should be in the possession of two way radios. Pre- event

briefings should be held prior to the event to ensure familiarity with layout of venue.

Safety officer




trained in their use. Messages can become unclear in areas of loud noise and a procedure for

acknowledgement of the message should be implemented. It is recommended for large events

that

you provide a central point on site from which communication can be controlled and certain

key personnel located printed materials.

Communication methods for an event can include:• Portable radio systems

• Internal and external telephone links

• Public address systems (preferably which allow the option of addressing different

sectors collectively or separately)

• Closed circuit television systems

• Information boards and video boards

• Cellular (Mobile Phones)

• Tickets, programmes and other

• Battery operated loud hailers

Preparing for the unexpectedIn addition to carrying out a risk assessment and developing procedures to prevent the

likelihood of any accidents or serious incidents occurring, you will need to decide how you

will respond if something does go wrong. Each individual who will play a part in dealing with

an unexpected situation must understand their responsibilities and be given clear instructions

at the planning stage. It is therefore important that there is a procedure and/or a contingency

plan in written form outlining the management of such occurrences and the demarcation of

duties in response to such events. Two categories of unexpected occurrences should be

addressed, those within the event management control and those of a more serious nature,

which will require the response of the emergency services. Your planning for the unexpected

should take into account the following scenarios:

Minor incident/issueThe incident may effect persons in attendance at the event, cause a delay in a specific aspect

of the event or disrupt the smooth running of the event in some way. The responsibility for

activating a pre-planned recovery mechanism to effectively bring an incident to resolution

must be clearly defined in your event procedures and contingency plans. Undertaking a what

if exercise at the planning stage can assist in identifying the procedures you need to put in

place to recover from such occurrences and allow the event to continue.

Examples of such incidents include difficulties with suppliers, the malfunction of equipment,

the resolution of crowd management issues etc.

It is important to appreciate that a minor incident could have the potential to develop into a

major incident if not properly planned for and managed.

Major incidentAn incident such as a major fire, a serious accident involving a number of casualties, crowd

disturbances which cannot be controlled by event staff, a bomb scare, structural collapse or

even the effects of bad weather can necessitate control of the venue/event to be relinquished

to the emergency services. The response to a major incident will normally require a multi-

disciplinary approach in which the event management staff, the Gardaí/PSNI, the Health

Authority, and the Local Authority may all play a part. The instructions of the emergency

services will be conveyed to event staff via the Event Controller, who will formally transfer




control of the venue to the Senior Officer/PSNI Officer present or Senior Fire Officer (as

appropriate), who thereafter will manage the incident.

Alerting the statutory services

It is important that the initial alert to the statutory emergency services is as exact and preciseas possible, this will allow the responding agencies to dispatch the required resources

promptly. The relevant information required can be summed up by the use of the acronym

E.T.H.A.N.E.

EExact

location of

Incident

TType of

incident

HHazard on

site

AAccess/Egress

Routes

N Numbers

involved

EEmergency

service

required

Emergency action plans and procedures for dealing with major incidents will form part of the

event management plan

which is agreed in consultation with the statutory agencies, this process ensures that such

plans are compatible with the operational needs of the emergency response services.

Conclusion

Event management is the application of project management to the creation and development

of festivals, events and conferences.

Event management involves studying the intricacies of the brand, identifying the target

audience, devising the event concept, planning the logistics and coordinating the technical

aspects before actually executing the modalities of the proposed event. Post-event analysis

and ensuring a return on investment have become significant drivers for the event industry.

The recent growth of festivals and events as an industry around the world means that the

management can no longer be ad hoc. Events and festivals, such as the Asian Games, have a

large impact on their communities and, in some cases, the whole country.

The industry now includes events of all sizes from the Olympics down to a breakfast meeting

for ten business people. Many industries, charitable organizations, and interest groups will

hold events of some size in order to market themselves, build business relationships, raise

money or celebrate.




Bibliography:-

http://www.awomaninbusiness.com/2008/07/how-to-start-an-event-management-

business/

http://www.locoloboevents.com/cgi-bin/locolobo/specialize.pl?010

http://www.bizcommunity.com/Event/196/40/9499.html

http://www.eventeducation.com/forming-event-company.php

http://www.eventeducation.com/what-is-event.php

http://www.eventeducation.com/event-planning-companies-india.php

http://www.efactor4u.com/services_wedding.html

http://www.efactor4u.com/services.html

http://www.efactor4u.com/who_we_are.html

http://www.efactor4u.com/what_we_do.html

http://www.awomaninbusiness.com/2008/07/how-to-start-an-event-management-business/






















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