PRINCIPLES OF EVENT MANAGEMENT

UNIT I. INTRODUCTION TO EVENT MANAGEMENT

Events are occurrence designed to communicate particular messages to target audiences.
According to Getz,” Events are temporary occurrence, either planned or unplanned, with a finite length of
time”.
According to Goldblatt.” A special event recognizes a unique moment in the time with ceremony and ritual to
satisfy special needs “.
Examples of Event: Olympics ,IPL, Film fare awards.
Why Event Management:
1.Develops the theme of the event:
The event organization team develops the theme based on the occasion under consideration. Smart and easy
theme is developed to attract the participants.
2.Provides career opportunities:
The event management provides career opportunities to many people. Apart from event manager. Many
people like choreographer, Director, catering Manger, stage manager, etc
3.Develops leadership qualities:
Event management requires effective leadership on the part of event managers. The event managers have to
influence and motivate the employees in order to undertake the event successfully.
4.Develop the team spirit:
It develops the team spirit and supporting the Event management team and also respecting others.
Team spirit encourages team members also.
5.Enhances corporate image:
Every events enhances corporate image. If the event is managed well, it creates the good image in the minds
of the people in the market.
6.Encourages creativity
Event management encourages and develops creativity in the mangers. Every Event is a new challenge for
them.
7.Ensures safety and security:
The Event Management team ensures safety and security of the people throughout the conduct of the event.
Event Management team makes proper security and safety arrangement like firefighting, power backup and
so on.
8.Financial management
The Event Management team may be the responsible for the financial management of the event. They will
prepare budget, Cash flow analysis and Break Even Point etc.
9.Build strong customer relationship:
Event Management team builds strong relationship with various people involved in completing events in a
joyful way. This strong relationship helps Event Management companies to complete their task easily.

SNR DEGREE COLLEGE,JIGANI Page 1

 PRINCIPLES OF EVENT MANAGEMENT

10.Perfectionist.
Event Management companies set high standards in planning and executing events. These aspects make them
totally perfectionists in the completing various events.

Examples of various categories of Events:/scope of Event:

1.Political Events: Victory speech by Narendra Modi, Barack Obama
2.SocialEvents: Weddings, Anniversaries,
3.Entertainment Events: Cine awards
4.Awareness Event: Go green Events.
5.Sports Events: World Cup, IPL, Olympic
6.Accademic Events: Fresher’s day, Graduation day celebrations at colleges.
7.Corporate events: Product launch, General body meeting, shareholders meeting, conferences
8.Cultural Events: this includes events which are cultural or are heritage, art based. Village festivals, Dushara
celebrations.
8. Fund raising Events:
It is an event for a charitable cause for attracting revenue, support or awareness.
9.Fair and Exhibitions:
It is an event where the buyers and sellers and interested persons come together to view or sell products to a
specific industry o general public.
Event management:
Event management is the application of project management to the creation and development of festivals,
events and conferences.
Characteristics of Event management:
The following are the characteristic of Event management:
1.Creative process:
Event Management is a creative process. The Event Management team must be creative or dynamic. It must
be come up with the new ideas to manage and deal with the event. Creative idea will enable the success of
the event.
2.Objective Oriented:
Event Management focuses on objectives. Every event has certain goals or objectives to be achieved.
therefore all the activities will be directed to achieve the objectives.
3.Requires effective leadership:
Event Management requires effective leadership on the part of event managers. The event managers have to
influence and motivate the employees in order to undertake event successfully.
4.Requires effective Promotion:
Event Management requires effective promotion. The event promotion involves:
1.Publicity of the event 2.Advertising of the event
3.Maintaining good public relations.

SNR DEGREE COLLEGE,JIGANI Page 2

 PRINCIPLES OF EVENT MANAGEMENT

5.Planning and control:

The Event Management team has to plan and control the activities relating to the event,the planning and
controlling activities involve:
1.Developing a mission statement for the event 2.Establishing the objectives of the event
3.Preparation of event proposal 4.Evaluating the performance of the event
5.Taking corrective measures for the future event.
6.Deals with different event:
To manage event successfully, there is a need for professionalism on the part of event management.
Professionalism involves:
1.Mega event such as Olympics or world cup Foot ball
2.Local events such as carnival in Goa or Boat race in Kerala
3.Organisational Events such as product launch etc.
7.Required professionalism.
To manage an event successfully, there is a need for professionalism on the part of the event management.
Professionalism involves:
1.Systematic planning and control of activities 2.Proper training of manpower
3.proper Compensation to the employees.
Event analysis
1.Objective:
Events are tailor made suit the needs of the customer. It is essential to ascertain the main objective of the
event, because the success of the event lies in the fact that the objective has been accomplished.
2.Competitor analysis:
Competitor analysis is a must. There is a possibility that the competitor event could also be scheduled around
the same dates. This could reduce the footfall in the event leading to non-accomplishment of objective.
3.Skills:
Before taking up the event, it is also essential to do a careful self analysis to find out if you are
equipped enough to handle the particular type of events. Event organizers should ensure that they possess
relevant expertise to handle events otherwise it is advisable to let go to another to handle.
4.Community Impact:
The impact of an event on the local or wider community and others is a major considerations of the planning
stage. It is essential that the community benefits are explained and other impacts are considered as part of the
event proposal.
5.Budget:
The budget of the client should be known at the very onset of any event activity. Budget is the basis for all
other planning and decision making.

SNR DEGREE COLLEGE,JIGANI Page 3

 PRINCIPLES OF EVENT MANAGEMENT

6.Rules and Regulations:

A wide range of rules and regulations govern the hosting of events. An international event to be hosted in the
country requires the approval of the government and various other regulations and procedures must be
adhered to.
7.Risks and Uncertainties:
A careful planning of the risks and uncertainties that surround the event should be chalked out. An alternative
plan of action in case of deviations should be chalked out to prevent and manage any foreseen and
unforeseen incidents.
8.Cash flows:
An estimate of the cash inflows and outflows should be prepared. This statement can serve as a tool for cost
control in all circumstances and to ensure that there are no deviations from the standards.
9.Media:
The costs of media as well as the mode of transmission of information should be planned so that the event
reaches the masses in the way it is intended to .
10.Security:
Another important aspect of the event is the security arrangements for the events. Nowadays we hear of
various field accidents, such as stampedes, which dislodge the successful conduct of the event.
11. Hospitality:
The team plays an important role as it is this role that makes a long lasting impression on the customers.
Hospitality staff/team to be assigned their roles and responsibilities.
12.Publicity:
The event should gather enough publicity prior to the event ,during and post event. It is the publicity that
impacts the attendance of the guests at the event which in turn generates more publicity.
Event Manager:
Event Manager is a person whose job is to plan and manage the events such as conferences, trade shows,
parties and various other occasions.
Event Manager is a person of Vision, Energy and commitment in a position of responsibility an authority. Event
mangers are involved in planning and execution of event.
Role of Event Managers
Event managers must be able to complete a wide range of activities requiring clear communication, excellent
organizational skills and attention to detail.
1. Researching markets to identify opportunities for events.
2.Liasing with clients to ascertain their precise event requirements.
3.Producing detailed proposals for events Ex timeliness, venues, suppliers, legal obligations, staffing and
budgets.
4.Agreeing to and managing a budget.
5.Securing and booking a suitable venue or location.
6. Ensuring Insurance, legal ,health and safety obligations.

SNR DEGREE COLLEGE,JIGANI Page 4

 PRINCIPLES OF EVENT MANAGEMENT

7.Coordinating venue management, caterers, stand designers, contractors and equipment hire.
8.Organising facilities for car parking, traffic control, security, first aid, hospitality and the media.
9. Identifying and securing speakers or special guests.
10.planning room layouts and the entertainment programme, scheduling workshops and demonstrations.
11.co-ordinatinfg staffing requirements and staff briefings.
12.Selling sponsorship/stand/exhibition space to potential exhibitors/partners.
13. preparing delegate packs and papers.
14.Liasing with marketing and Public relations colleagues to promote the event.
15.coordinating suppliers, handling client queries and troubleshooting on the day of the event to ensure that
all runs smoothly.

Qualities of an Event Manager:

The qualities of an effective Event Manager are listed as follows
1.Great Inter personal skills: Developing interpersonal skills is a necessity, but some people are born with
these skills. Such people are able to manage their team or communication effectively.
2.Flexibility:Nothing is fixed when organizing events. Hence an event manager should be flexible to take these
changes in stride and work accordingly.
3.Energetic: Events are extremely demanding and if one wants to host successful one, event manager should
be full of energy and passion.
4.Creative and Innovative: To be a successful event manager, one need to do things differently. This requires
innovation and creativity.
5.Keen eye for details: it is the small things that matter. Attention to detail allows event manager to ensure
that everything is properly organized and in place for the event.
6.Good Time management Skills: Multitasking abilities are an indication that an event manager should have.
The ability to prioritize things at work allows him to be more productive and achieve more within a limited
time period.
7.Passionate and enthusiastic: This is an inherent quality and people are often born with this quality. A
successful event manager must have a passion and this is what allows him to be productive and overcome
obstacles.
8.Leadership skills: Leaders are born not made. This is an old saying and it is true for event manager as well.
Outstanding leadership skills help guide team towards the end goal and that is why events are a roaring
success.
9.Superior organizational skills: Everything in an event has to be seamlessly choreographed so that each step
of the event goes off smoothly. However organizational skills can be learned but mastering them is difficult.
10. Tech savvy: Event management has changed tremendously with the availability of technology. Event
managers have access to a wide range of event management software, such as event ticketing software,
venue management software and more that makes their work easier.

SNR DEGREE COLLEGE,JIGANI Page 5

 PRINCIPLES OF EVENT MANAGEMENT

Different technical staff to organize an Event:

Event organizers and technical staff are responsible for the production of events from conception through
completion. The different technical staff .
1.Choreographer: puts together the routines for a performance, devices the piece and teaches it to the
performers. Need skills such as creativity, the ability to think differently and knowledge about different styles
of dance /drama.
2.Artistic Director: The artistic director hires the directors and designers which is abig job because they must
have confidence that the people they employ will achieve high standard results.
3.Catering Manager: The catering Manager is in charge of hospitality and ensuring guests are treated well
during event. The primary job role is to provide a service, organizing the food and beverages at an event.
Meeting customer expectations, food and hygienic standards and financial targets .
4.Lighting Operator: The lighting operator involves in all rehearsals and plotting sessions. Sometimes they
write their own cues and operate the lighting desk on the night of the performance. They can sometimes be
responsible for setting up and shutting down equipment at the start/end of the show.
5.Sound Operator: Like the lighting operator the sound operators operate the sound desk(mac-qlab) on the
night of the performance. For WWRY,the sound operator was also the responsible for the projection as well
.they too much carry out pre show checks and switch on /off equipment at the beginning /end of every show.
6.Director: Director is hired by the artistic director and has overall artistic control of the production, discussing
budgets with production manager and liaising with designers to create the style and concepts necessary to
production.
7.Production Manager :Overall control of the staff-Employs and supervises all the production staff ensuring
they are trained in safe working environment, whilst being responsible for the maintenance of all working
areas and equipment. They are also responsible for the setting up the Risk assessment.
8.Stage Manager(SM): He has overall responsibility for the stage management team and their training but will
have to be flexible. They oversee audition process, provide, provide rehearsal equipment/space and runs the
technical along side the director and the production manager.
9.Set Designer: set designer works with the production manager on the budget and safety and the director to
create the visual and stylistic elements of the sets, furniture and props.
10.Master carpenter: Master carpenter is responsible for building the sets and ensures the quality of the set
maintained, whilst ensuring Health and safety regulations are followed.
11.Props Master: In charge of all props: ex Sourcing ,making, the delivery and ensuring all is within the budget.
Making sure they maintain a high standard throughout the run is also important, as is ensuring that the staff
follow the Health and safety rules whilst handling dangerous substances and equipment.
12.Lighting Designer: The lighting designer develops the overall lighting interpretation for the production.
They decide on the appropriate design types of lights. positions for the light, auxiliary equipment, effects and
other specialist equipments required to achieve the specific design.

SNR DEGREE COLLEGE,JIGANI Page 6

 PRINCIPLES OF EVENT MANAGEMENT

13.Chief LX (Electrician): chief electrician manages the running of the electrical department and is responsible
for maintaining all in house electrical equipment. They rig, focus and plot equipment whilst training assistants
and making sure the quality of the lighting design is maintained throughout the event.
14.Sound Designer: Works alongside the director and musical director and designs the overall sound for the
production.
15.Sound technician: sound technician responsible for ensuring in house sound equipment is maintained to a
high standard and operates the sound during the run.
16.Costume Designer: Works with the director and set and lighting designers and will create the visual and
stylish design of the costumes.
17.Wardrobe supervisor: They are responsible for the smooth running of the wardrobe department and in
charge of the ordering and delivery of all costumes.
18.Marketing /Publicity Manager: He is the responsible for selling the show they produce leaflets, Posters,
advertising and organize the distribution.

Decision Maker:
Decision makers is person who weighs the positives and negatives of the each option, and consider all
alternatives. He determines which option is the best for that particular situation.
Important Areas of decision making:
The first and foremost thing to do while planning an event is to know about the clients expectations. When a
client first approaches you for assigning a task, sit with them and find out wants and how to meet wants.
1.Timing: Full time should be devoted to implementation of plans. Make sure your event does not clash with
other events.
2.The Organizing committee: It should comprise of experts in the following streams so as to ensure that the
right decisions are taken at the right times.
3.Financial:
a)Determine the source of revenue. b)Expected level of expenditure. c)Time gap of expenditure and revenue.
d)Establish a system of financial accounting and control.
4.Marketing:
a) To attract best possible audiences. b)Get sponsorship and best support possible.
5.Operational:
a) Guide over all operation event b)Managing the technologies required
6.Legal:
a)Make appropriate contracts involved in managing the event. b) Handle law suit that may arise.

7.Public Relations Teams:

a) To handle the celebrities, if invited in the event b)To host press conferences.
c)This team is required to take decisions from conceptualization to completion of the event.

SNR DEGREE COLLEGE,JIGANI Page 7

 PRINCIPLES OF EVENT MANAGEMENT

Role of Decision Makers

1.Development,production and delivery of projects from proposal right upto delivery.
2.Collecting the facts and guidelines of the event from the client.
3.Designing the event flow.
4.preparing budget for the event.
5.Preparing marketing and promotional strategy,
6.Selecting the people who will be involved in the execution of the event.
7.Delivering events on time, within budget that meet expectations.
8.Setting ,communicating and maintaining timelines and properties on every projects.
9.Managing supplier relationship.
10.providing leadership, Motivation, direction and support on team.
11.traveling to on site inspections and project managing events.
12.Ensure excellent customer service and quality delivery.
Record maintaining:
It is systematic procedure by which the records of an organization are created, captured, maintained. IT
ensures accurate and efficient updating, timely availability, and control of access to the organization.
Importance of Record Keeping:
Records are the sources of documents, both physical and electronic that specify transaction dates and
amounts, legal agreements and private customer and business details.
Good record keeping can help protect business, Measure Performance and Maximize profits.
Developing a system to log ,store and dispose of records can benefit business by allowing to:
1.Plan and work more effectively.
2.Meet legal and tax requirements
3.Measure profits and performance.
4.Generate meaning full reports.
5.Protect rights.
6.manage potential risks
7prepare budgets.
8Face risks and uncertainties
9.Innovate and expand activities.
5 c’s of event management
1.Concetualisation(what is your idea)
2.Costing(how much will it cost)
3.Canvassing(Who is going to attend)
4.Customisation(modifying the event for your client )
5.Carrying(Carrying out the event)

SNR DEGREE COLLEGE,JIGANI Page 8

 PRINCIPLES OF EVENT MANAGEMENT

SNR DEGREE COLLEGE,JIGANI Page 9