MGT695 Event management

TERM PAPER “event proposal plan”

De dhana dhan sports meet

Submitted to:- Submitted by:-

Mr Simarjot Singh Khalsa Amit Kumar Thakur

Lecturer S1702A01

LSM BBA-MBA [INT.]

LPU 5th Semester

Reg no 3020070092

ACKNOWLEDGEMENTS

“You gain strength, courage, and confidence by every experience in which you really stop to look fear in the face. You are able to say to yourself, “I have lived through this horror. I can take the next thing that comes along.”.....

You think you cannot do the thing you think you cannot do”.

I owe my deep sense of gratitude to almighty GOD for abundant grace that he bestowed upon me to complete this work and my special thanks to Simarjot Sir for providing us such a nice environment for study.

Last but not least I express my gratitude and love for my family and my friends.

Amit Kumar Thakur

BBA-MBA [INT.]

5th Semester

Reg no 3020070092

S1702A01

LSM

LPU

EVENT MANAGEMENT

Event management is the application of the management practice of project management to the creation and development of festivals and events. 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.

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. Every industry, charity, society and group will hold events of some type/size in order to market themselves, build business relationships, raise money or celebrate.

EVENT MANAGER

The Event Manager is the person who plans and executes the event. Event managers and their teams are often behind-the-scenes running the event. Event managers may also be involved in more than just the planning and execution of the event, but also brand building, marketing and communication strategy. The event manager is an expert at the creative, technical and logistical elements that help an event succeed. This includes event design, audio-visual production, scriptwriting, logistics, budgeting, negotiation and, of course, client service. It is a multi-dimensional profession.

The Event Manager may become involved at the early initiation stages of the event. If the Event Manager has budget responsibilities at this early stage they may be termed an Event or Production Executive. The early stages include:

Site surveying, Client Service, Brief clarification, Budget drafting, Cash flow management, Supply chain identification, Procurement, Scheduling, Site design, Technical design, Health & Safety.

An Event Manager who becomes involved closer to the event will often have a more limited brief. The key disciplines closer to the event are:

Health & Safety including crowd management, Logistics, Rigging, Sound, Light, Video, Detailed scheduling, Security.

Event Management as an Industry

Event Management is a multi-million dollar industry, growing rapidly, with mega shows and events hosted regularly. Surprisingly, there is no formalized research conducted to assess the growth of this industry. The industry includes fields such as the MICE (Meetings, Incentives, Conventions and Events), exhibitions, conferences and seminars as well as live music and sporting events.

The logistics side of the industry is paid less than the sales/sponsorship side, though some may say that these are two different industries.

Categories of Events

Events can be classified into four broad categories based on their purpose and objective:

1. Leisure events e.g. leisure sport, music, recreation.

2. Cultural events e.g. ceremonial, religious, art, heritage, and folklore.

3. Personal events e.g. weddings, birthdays, anniversaries.

4. Organizational events e.g. commercial, political, charitable, sales, product launch.

EVENT PROPOSAL PLAN

Event Description

Event name: The name of the event that I am going to organize is “DE DHANA DHAN SPORTS MEET”.

Event type: This is a MINOR SPORTS EVENT restricted to Jalandhar and the cities nearby.

Location: The event is going to be organized in PAP GROUND, JALANDHAR, PUNJAB.

Dates: The event is going to be organized from 8-12-2009 to 11-12-2009.

Duration & Timing: The duration of the event will be 8 hours a day with 1 hour break in between and the timing for the same will be 10:00 AM to 6:00 PM.

Event overview and purpose: DE DHANA DHAN is a sports event organized in Jalandhar and students from various colleges and universities from Jalandhar, Amritsar, Ludhiana, Phagwara and Chandigarh will be the participants. The various sports that will be played in the meet will be Kabadi, Kho-Kho, Volley Ball, Football, Racing, Shot put, Javelin throw, Long jump, and high jump. The main purpose of this event is to bring the participants on the same platform and then to search for the real champion of various sports event by making them compete with each other. This will bring out various new faces that can represent Punjab at Major Sports Event. The secondary purposes of the event will the entertainment and enjoyment of the audience. I will make sure that the audience is fully entertained and enjoyed the event to their fullest.

Aims and Objectives: The aim of the event will be to promote new talent and entertainment of the audience.

The objectives of my event will be:

To Search for New faces who can represent Punjab at Major sports event.

To promote true sportsmanship among various participants.

To entertain the audience.

To make this event a success and memorable one.

Event Management

Management responsibility: The major responsibilities of the management will be:

To manage the entire sports event and to make sure that the all the sports event are conducted as schedule.

To fulfill all the requirements pre, during and post event.

To avoid any kind of mishaps during event.

To invite various universities and colleges to participate.

To invite eminent personalities in the event.

To make this event a success so that it can happen every year.

To ensure that fair competition is conducted as well as result is declared so as to promote true sportsmanship.

To make sure that audience is entertain and at the end of the day to earn profits from the event.

Major stake holders and agencies: The majority of stake for this event is with Lovely Professional University and DAV College, Jalandhar. These two have taken combined efforts to search and promote new talent from the state of Punjab. No agencies are involved in DE DHANA DHAN sports meet.

Physical requirements: The venue for the event is PAP Ground and it was not a tough task to book this venue as such kind of sports event keeps on happening at that ground so my team also booked the venue 1 month prior to event. The reason for choosing this ground was that it is big and can have a large audience capacity and it is in the central location every major city is near by it.

Every sports event will take place inside the ground so no route for street event was decided. The event is an outdoor and sports event so its layout will be absolutely according to a sports event.

Audience: Majority of audience will be the students from various universities and colleges of the region. School students will also be invited by our management. Defense personals will also be invited to watch our event as the ground is surrounded by various regiments of defense forces so they can also enjoy the sports meet in their spare time.

Impact: Our aim is to promote sportsmanship and to search for new faces that will be representing Punjab in major events. Our event will leave a positive impact on the society and will encourage them to be a part of this event now and in future also. It will also be a push for the talented sportsmen that where seeking for an opportunity and the audience will be fully entertained so on the whole it will be a memorable event leaving a positive impact on the society.

The event will also be very beneficial for the organizers as we have targeted the Mass so it will be a great source of earning profit and will be very positive in terms of economic impact.

Approval & Consultation

State & Federal Government: Mine is a minor sports meet that is restricted to Jalandhar region where students from various cities in Punjab will be participating so approval from the State & Federal Government is not required.

State, City & Town: Permission from the City authorities of the Jalandhar city will be taken to conduct the event as well as from the defense authorities will also be taken so to conduct the event at PAP Ground.

Roads & Traffic Authority: The university buses will be used for transportation purpose so approval of running the same in Jalandhar city will be taken from the Roads & Traffic authority.

Liquor License: This is a sports event and no liquor will be served so there was not a need for any kind of liquor license.

Police: Police force will be there in the event for security purpose so approval for the same will be taken by our management from SSP, Jalandhar.

Building & Insurance: PAP Ground is an open place and there is no need for any kind of Building & Insurance approvals & consultation.

Health: No approval from the health department will be taken but yes the medical fitness of each participant will be checked and only 100% fit participants will be allowed to participate.

Environmental & Entertainment: Music will be played during the event but it will be till 10 PM so no approval regarding the same will be taken. Approval from the environmental authorities will be taken and to ensure them proper waste management system will be followed during the event.

Security: The private security will be of Lovely Professional University so no approval regarding the same will be taken from our side.

Marketing

Competitive Analysis: There are many sports events take takes place round the year in Jalandhar so to reduce competition, we have decide to conduct our event

during the above said dates as at that time no sports event will be happening in Jalandhar and hence there was a opportunity for us. In future we will be getting competition from various other universities and colleges but the strategies for the same will be formulated at the time of those events. For now we don’t have much of a competition as no other sports event is taking place in the city. Other than this LPU and DAV are the two major institutes of the city and 70% of the students are from these institutes so seeing these fact we have a competitive advantage over others.

Market Analysis and Planning: It will be as mentioned below:

Customer Segmentation : Segmentation of customer is done on the basis of age group and from these segment customers from 18-26 age group are targeted i.e. students. Being a sports event the majority of the event audience will be students.

Meeting Audience Needs : The audience will come to the event to see a fair and healthy competition and to entertain themselves and seeing these full arrangements have been made by us.

Price & Tickets : The event audience will be charged Rs 10 for the entry and participants will have to get themselves registered by filling up form and paying Rs 50. The tickets will be available at PAP ground on the event dates and also at LPU and DAV College.

Advertising & Promotion:

Message : The message that I want to convey is the search for new talents, to promote sportsmanship and to entertain audience so all advertising tools used will focus on these messages only.

Media : We will use print media for the advertising of our event. Big banners and posters will be put up in LPU and DAV College and a very big hoarding will be put up at PAP Chowk. Pamphlets outside colleges and schools will be distributed so as to invite maximum audience. Advertisements on radio will also be given 2 days prior to event.

Budget : The budget for Advertisements and Promotions is Rs 35,000.

Public Relation: Some of the efforts that I will take to improve public relations are:

• Maximizing the full reach of media contacts and relations for athletes, company and/or event.

• Focusing on building media relationships.

• Providing editors and producers with enough relevant information to produce stories about your athletes/company/event.

• Focusing on your core business while handling minimal public relations efforts yourself.

• Creating publicity opportunities to attract new sponsors.

• Effectively using your web site for public relations opportunities.

Financial Control

Capital & Funding Requirements: The total budget for DE DHANA DHAN SPORTS meet is Rs 1.5 lakhs. The majority of the capital for the event will be raised through sponsors i.e. LPU and DAV College. Both of these sponsors will help us to complete our capital requirement of Rs 1.5 lakhs.

Expenses: The majority of the expenses given from our side will be as follow:

Particulars Amount

Venue Rs 20,000

Catering and Music Rs 45,000

Security (Public and Private) Rs 15,000

Advertisements Rs 35,000

On the spot needs Rs 20,000

Emergency and contingency Rs 15,000

Total Rs 1, 50,000

Control System: A proper control system will be established in order to avoid mis management of cash. A team of student finance personals will be made who will make a record of day to day expenses as well as day to day revenues and daily they have to submit the report to our auditors. Since this is a sports event where tickets are sold daily so keeping a track of the financial records is very important and the auditors will do the final verification of cash inflow and outflow during the event. This will establish a proper control system of the trade fair.

Cash Handling: Cash will be handled to the finance team and they will then further be assigned various departments and other necessities of the events in which each of the member have to put the cash they have been given. They will also be responsible for the cash receivables during the trade fair and as mentioned above they have to give the final report of all the inflow and outflow made by them at the end of each day.

Taxation: Taxes will be paid to the government and other bodies according to the norms and terms of the Indian government and also taxes will be included in the tickets which will be sold at the sports meet. This will avoid any type of confusions for the organizers in the end and the final amount after the deduction of taxes will only be mention in the bill books of various departments during the event.

Risk Management

As we know that everything that happens in our life is uncertain so as to overcome this uncertainty risk management is the concepts that are used. I have classified the risk, its assessing and its management.

Weather risks

Risks Identification Assessing the risks Managing the risks

Lightning Low Transfer/avoid

Extreme heat Moderate Control/avoid

Extreme cold Low Control

High wind Moderate Control

Medical risks

Risks Identification Assessing the risks Managing the risks

Needle-stick injury Moderate Control/transfer

Fall of personnel, spectators Moderate Transfer

Slips on wet surface Moderate Transfer

Dehydration Moderate Control (ie. Provide numerous

drink stations for the competitors)

Sun burn Moderate Control(ie provide sunscreen

purchase stalls for the spectators

Security risks

Risks Identification Assessing the risks Managing the risks

Crowd Crush Moderate Transfer

Spectator conflict High Control/transfer

Athlete protection High Control/transfer

Terrorist threats Low Avoid

Bomb scares Low Avoid

Loss of property Moderate Control

Miscellaneous risks

Risks Identification Assesing the risks Managing the risks

Food poisoning Low Control(ie make sure

catering meets event standards)

Fire Low Transfer

Cancellation of event Moderate Transfer

Event Staging

Theme: White color will be used in majority for the theme and for each section we will have Green, Red, Yellow and Blue Color which will give a tremendous look to the ground. Each day a single color out of these will be used in majority for tent purposes and this will give the event audience a fresh look every day and they will also enjoy the same.

Décor: Since this is a sports event so no such decorations will be done, only the staging of event and the preparation of ground will made for the event.

Catering: It will be done by Doaba caterers.

Waste & Environment Management: Dustbins will be put up in every corner of the ground for disposable of waste. Plastic glass and plates are the biggest medium of waste during the event so these dustbins will be put up for proper waste management and the music will be played in limited volume so as to avoid any disturbance in the environment.

Staffing

Selection & Recruitment: The students from LPU and DAV will be recruited for handling all the activities during the event, as it is a minor sports event so major recruitment will be done. Students will be doing all the work assigned to them.

Training: No training as such will be provided to students as such. Only instructions will be given to them and they have to perform accordingly.

Briefing: The students will be given certain responsibilities and a section to handle and they will be brief about their responsibilities and then they have to perform accordingly.

Recognization Strategy: Students who’ll perform well and will fulfill all the responsibilities assigned to them will be given chances in future.

Recruitment of Volunteers: Students are already selected on volunteer basis so this is already done in the recruitment phase.

Safety & Security

Safety of the Event Audience: Safety of the audience is our top most priority. Proper entry and exit gates will be established and no audience will be allowed to roam around in playing area. Proper barriers will be put up by the police and security personals at the main entry gate and at the ticket counter. No overcrowding will be allowed, only the allotted number seats will be filled and rest of the audience will have to wait for next shift. By managing the security like this the safety of the event audience will be maintained.

Operational Plan

Policies: No policies as such are planned for our sports meet.

Procedures & Checklist: Events will take place as per the time slots allotted to them and 2 events will be taking place simultaneously. To make sure that the event happens on time the team of student coordinators will be monitoring it. The entry of the audience will also be checked by the security guards and the student volunteers so as to avoid overcrowding during the event. The revenues collected will be calculated at the end of the end by the special personals from LPU and DAV College.

Performance Standards: The performance standards are set according to a typical sports event and fair and healthy competition will be conducted so as to promote sportsmanship and to entertain the audience to their fullest.

Contingency Plans: Since it is an outdoor event no such contingency plan is planned but still a fire department van will always be there to avoid any mishap.

An ambulance will also be there in case of serious injuries and a team of doctor of LPU clinic will be there in the event so as give immediate medical attention.

Logistics: Catering for the event is done by Doaba caterers and the music is arranged by the DAV College band. The transportation will be done through the buses of Lovely Professional University.

Hence this will be my entire Event Proposal Plan for DE DHANA DHAN sports meet.