Event Operations Management

Question: Examine the licences and requirements for various types of events. Discuss the techniques for analysing events and management. Answer: Introduction The procedure or activities undertaken by an organization to plan and organize an event is referred to as event management. Being an event manager in ABC London event Co. the number of objectives for managing the entire event includes responsibilities like assignment of roles, ownership of processes and tools, critical analysis of the success factors, standard evaluation and event handling procedures (Aisbett et al. 2015). It is essential to research and evaluate the likelihood of its success before investing a lot of money and time into event. Besides the crucial aspects of budget and funding sources, venue plays the major role in its accomplishment (Sorokina, 2015). Moreover, a venue needs to be chosen respective to the suitability of the events concept. Regardless of the type of event, the location and venues are assessed based on various factors such as License and Legal issues, health and safety, risk management, waste management, supply chain management, Sustainability, CSR, etc(Beaven et al. 2014). Being an event manager, there has always been a preference for Indoor events that would draw attention to Musical events and Film festivals. Music festivals are usually sponsored during the year at various locations in UK (Brown, 2014). These music festivals as an indoor event is likely include activities and entertainment, educational or informational programs, food, social performances, etc. Kensington Town Hall the chosen indoor venues for the music events (Tim and Janes, 2014). While in the process, a number of objectives have been analyzed to evaluate the final outcome of an indoor event. Floor Plan for Indoor Musical Festival Building code legislation put forward specifications and standards to prevent excess crowd at indoor events. This code stipulates, rather restrict the total number of audiences allowed within the indoor events; however, this is calculated on exit widths and floor spaces. The maximum capacity allowances may also be nominated based on the liquor license. As an event manager in ABC London events co. a floor plan for indoor musical festival at Kensington Town Hall is provided below: Great Hall Small Hall It consist of 470 seats It consist of 150 seats Great Hall Foyer consist of 200 seats It consist of 100 seats Kensington Town Hall takes regular bookings for events such as musical festivals, Film festivals, wedding and social events. The hall can provide seating arrangement upto 470 audiences at the big hall. It has 300 seats in storage for availability during emergencies. Stage Hall Height Width Depth Screen Great Hall 1.24m 4 5.0m 159 17m 547 8.3m(wide)* 6.2m(high) Small Hall 0.55m 110 7.5m 224 5m 1011 4.0m(wide)* 2.3m(high) The Kensington Hall is available for hire between 8 in the morning to 2 at night. It is licensed to sell liquor 11 am and 2am between Monday to Saturday. Since the venue is being hired for musical concert, the music can be played from the time of booking and it should be turned off 1 hour the hire period ends. All equipments are included within the price package of hire. To display the features of event, a banner is hanged at the exterior wall of Great Hall facing the fort court. The measurement of banner is kept within the 21 * 28. Arrangement of the signage is considered essential in events planning process. License and Legal issues Local government of UK is the chief organization involved with the event management programs. It encompasses variety of statutory responsibilities across a number of legislation. Local government is primarily concerned with the consequences of a particular event affecting neighboring community (Aisbett et al.2015). A number of approvals is presented as examples required by the event managers for their event. Public Building Approval This approval certificate links suitability of facilities in respect to specific areas, buildings, marquees, spectator stands that demands individual approvals. Event planning approval It is approval certificate to vary land use. Whether the event is indoor or outdoor, it is needed to be conducted on a site that is not in compliance with the town planning requirements (Beaven et al. 2014). In this case, the local government might ask for separate planning approval. Government does not require a formal planning application in order to approve one-off events in case of indoor plans. Thus in this case, the musical event is planned in indoor system, than in outdoor, that consider numerous legal procedures. Liquor License The liquor control act deals with the approval to supply or sell liquor at the event. Mention in the section 8 of alcohol management, before it is intended to sell or supply liquor in an event, it is mandatory to get a liquor license or variation to the existing license approved by the director of liquor licensing (Brown, 2014). Noise Regulation If an event exceeds the assigned noise levels then it is subjected to noise pollution. In order to meet the assigned level of noise, many events fail to reach the expectations of viewers. However, a set of conditions can be approved from the local governments in case of non-complying events (Giorgio and Mancini, 2014).The application must be presented before 60 days attached with applications fees. Food and Drink Regulation Food vendors participating in an event are required to be registered with the local government or enforcement agency (Guido et al. 2015). The vendor must display a certificate of registration or endorsement notification for the specified locations. The drink and food outlets located at the event venue should approve permission by the local government before 14 working days and must comply with the recent food act. Being an event manager, it is always an important duty to check for individual approvals obtained by the vendors for temporary food stalls. By considering all of the above regulations, the licensing and legal rules for noise, food and drinks are lenient and within the reach. Local government has implemented lesser acts for musical festivals or any other events organized in indoor venues (Joany, 2014). This being a major factor, indoor venue has been chosen accomplish the event successfully. Liquor licensing division is the place from where the license for liquor permission is obtained. Even registration must be obtained Queensland Licensing commission, atleast 3 business days before the event takes place. Risk Management Risk management is an extremely essential in case of events especially no matter if its occurring indoor or outdoor. The first step to manage risks involves the analysis of areas, rather event venues where losses can occur. The risk management is not only limited to safety issues rather it ensure that the event is being conducted in the safest manner (Morgeson et al.2015). Even if something unfortunate happen, the loss would not impact the organization financially or publicly. Risk assessment primarily include the four general areas of losses occurs associated with event failure. They are: Personnel Property Liability Income The combination of individual risk factors is extremely is essential to determine the degree of risk in an event. However, the sudden whether changes may incur various risks for which the event management is prepared. An event is occupied with lots of risks and uncertainties such as equipment failure, power failure, stampede, withdrawal of sponsorship, medical emergency, etc. Thus risk management is essential at very stage. The following steps are taken to manage risk: Conduct legal operation in compliance with agreements related to facility of owners and service providers(Tim and Janes,2014). Reduction in the cost of insurance to avoid jeopardizing the eligibility for insurance coverage Meeting of financial goals by generating net income from special events to accomplish the organizational mission and objectives(Guido et al. 2015). Risk management at times can be perceived as a part of non-profit responsibility, by offering musical or social events to meet community needs Avoid the chances of event cancellation that may become disastrous for an ongoing effort and ruin the relationship among various stakeholders (Sorokina, 2015). Health and Safety In compliance with the health and safety law, event management has legal requirement in order to undertake risk assessment of various hazards. These hazards could harm the health and safety concerns of the staff and members attending the event. There should be a compact working relationship between the police and security personnel of the local government (Beaven et al. 2014). The Officer-In-Charge of the local police station must be provided with a notice with a declaration of the event venue, location, and number of people attending. It is important to develop a security plan backed with security provider. The security staffs are briefed with the details of event venue layout, first aid points, exit and entrances, potential hazards in order to protect the Health and safety concerns of the staff and viewers (Robert, 2014). According to the Private security Act 2004, Crowd controllers must be present at all times with the complete awareness of their securities. Being an event manager, it becomes the key responsibility to ensure that security staff and crowd controllers conduct as regular patrols of car parks, toilets and specially the areas where the chances of illicit drug activities and unlawful behavior is high(Joany,2014). A systematic approach should be implemented to control the health and safety hazards of staff and viewers. This can be done in respect to the physical characteristics of the venue, (i.e. different policies for indoor and outdoor venues), behavior of audience, nature of performances and technical installations. Events must have adequate safety measures such as: Fire hydrants Portable fire extinguishers Hose reels Entry, exit and access routes. Supply chain management Depending on the size of event and venue, the contractors and sub-contractors are employed to undertake tasks of construction, tearing down of temporary structures, installation and maintenance of services to respective site. However, Kensington Town Hall and Chelsea Old Town hall is an indoor venue and represent enclosed structures, thus the requirement of construction is negligible. Event Management business are significant networking organizations that have interdependent stakeholders. The stakeholders need to develop trust and bonding between their relationships, especially with the suppliers for mutual benefits (Giorgio and Mancini, 2014). Necessity of a fair-trade event management considers a transparent supply chain. To gain complete visibility of the end-to-end process across the geographical boundaries, it is essential to incorporate firm supply chain management(Robert,2014). Potential supply chain monitors and manages events across the distributed processes including inventories, assets. For a significant build up of the event, it is important to appoint contractors adhere to the working procedures on the indoor site. Structural engineer ensure construction of temporary structure built respective to specifications. Contractors should be adhere to the safe and hazard free supply of materials, installation and maintenance responsibilities (Brown, 2014). Maintenance of proper coordination with purchasers who buy event services, adding value to the agencies constitutes integrated services, compatibility with suppliers conduct, technical expertise, etc. Effective communication between agencies is important to encourage creative concepts and event coordination. Event safety officer is responsible to work out safe systems of work and Supervise at the same time. The event organizer incorporates extensive logistics for smooth and hassle-free supply of materials and equipments. Waste management In a community festival, rather a in a musical show, a large crowd of audience come together to enjoy, however, the event generates huge amount of waste, much of it is recyclable. Being an event manager, it is important to plan waste management in order to reduce waste and maximize recycling. The types of wastes littered by audiences in musical concerts are paper, bottle and cans, food, soiled wastes, etc(Guido et al. 2015). The main elements included by an event manager in waste reduction planning include the following: It is important to gather support from various parties involved in the event. Event organizers, venue management, vendors serving at the event to waste haulers as appropriate. Identify the waste controllers and determine the coordinators ready to implement recycling efforts. Evaluation of event waste team composition. Designing a system that would collect, sort and transport the trash and recyclables and trash. It becomes an essential concern to educate and train the recycling staff, participants, vendors and attendees(Giorgio and Mancini, 2014). Consultation with local organizations is an effective approach to generate successful recycling programs. The waste management groups are: Local food banks Recycling coordinator of local companies Community conservations corporations The following waste management programs are implemented to reduce littering: Minimizing the use of plastics, specially used for packaging purpose Reduction in the weight and volume of waste materials. Advice the events managers and viewers to purchase long-lasting and recyclable products, or products made of recyclable materials(Robert,2104). Reselling of used products or materials after recycling Recycle of marketable materials CSR and Sustainability Corporate Social Responsibility in any form of events helps the organization to implement green functions and approach that ensure sustainability of the company and community. The company ensures Corporate Social responsibility in various levels that ranges widely. Special Event professionals instill professionals, ethics and environmental standards in the industry and play a significant part in societal improvement (Morgeson et al.2015). Corporate Social Responsibilities can be developed on various grounds as follows: Environmental Footprints Being an event manager, there would always be an extra effort to gain organizational sustainability. Environmental foot print is the first step to approach towards it. In order to reduce the event footprint, recycling programs are developed using energy efficient technologies for video, sound and lighting(Joany,2014). Set backdrops and decors should be designed by utilizing recyclable materials Electronic signage, smart phone event applications is introduced to reduce foot prints Menu is prepared using local produce, poultry, dairy, farm fresh fruits and vegetables, fish, etc(Tim and Janes,2014). Reputed event management companies design sustainable centerpieces and flower decorations using local flowers and plants rather than importing non-native flowers. Charity Appointment of team volunteers to conduct various charities throughout the year. There should be at least one support to charity by accommodating the requirements of their specific event production (Giorgio and Mancini, 2014). There can be a support of livestock for villages in underdeveloped countries as a corporate social responsibility. Responsibility for industry Special event boards are needed to be developed by event managers such as International special even society, etc. Often the adoption of CSR depends on the degree of voluntarism. A fair-trade can be practiced by making a positive impact on consumers, producers and environment(Sorokin,2015). As an event manager, an idealistic stance can be adopted that can enlighten self-interest besides being socially responsible. Conclusion The reasons why indoor event is preferable here as compared to outdoor event considered in details below: Outdoor venues as a site choice and preparation are particularly difficult to lead a successful event. Events like musical festivals sufficiently large space to accommodate the huge size of audience. In order to combat the various legal issues and Noise regulations, indoor space can prove to be beneficial. The musical festival is best suited on an indoor site, The Kensington Town Hall that provides better floor conditions, provision of services, access routes, etc. Indoor venues reduce various environmental constraints such as reduction in noise pollution for the houses and workplaces close to the venue. Comparison between indoor and outdoor event: Climatic changes Climatic changes play a major role in determining indoor sites over outdoor venues. If the musical event is taking place in summer, the extreme heat may spoil the mood of event. Indoor venues like Kensington Town Hall make the event alluring and desirable. Great Hall and Small Hall is equipped with 5-star Air-conditions making the ambience comfortable. Bad weather and Natural Climatic disasters such as thunder, lightening, rain can ruin the entire decorations of the event. There is no worry about sudden change in weather or temperature at indoor events that caters a controlled atmosphere with no interference of outside atmosphere. The biggest advantage of indoor venue is that, the event can be arranged at any time of the year be it winter, summer, night or day. Outdoor events require backup plans for sudden weather changes which can even increase the final cost. Hazards Outdoor venues are subjected to more hazards, pollution due to an open space area. Most of the outdoor sites have steep slopes, kerbs or uneven grounds in which the audiences can trip. Under foot and weather conditions can be never be avoided in case of outdoor events. Hence, selection of indoor venue is always a better option for event managers. Comments by event professionals through social media On discussion with various event professionals, a number of attributes points up. Social media sites or discussion forums is an added advantage for event professionals that helps them to gain numerous ideas, ventures, collaborations that would lead the event successful. A number of attributes have considered in details: Adding value to the event via participation Events has progressed a long way by linear sharing of knowledge from one attendees to all who would like to potentially join as a participant in upcoming events (Sorokina, 2015). Attendee itself is a passive term that facilitates the opportunity to comment critique, comment and publicize the event to their friends, contacts and followers. Participants add value to the event by spreading word of mouth. Aid event operations by opening a back channel According to the event professionals, social media act as a back channel to aid the management of events(Morgeson et al.2015). Tweets and facebook comments spread the scenario of various events taking place, allocation of room, space, decorations, musical legends took part in the event, the response of crowd, etc. Social Media- An event promotion tool Social Media is being described as the Word of Mouth Steroid in terms of promoting events. Event gets promoted in social media channels provide exposure to thousands of followers(Aisbett et al. 2015). The other way round, the cost of targeting this percentage of followers would have exceeded the budget. Social comments revolving around your event would constantly contribute to publicity. Thus social media act as a key to success for the event no matter it is designed for outdoor or indoor. Recommendations Recommendations for event management companies would include the following aspects primarily. They are: Identification of challenge- It is recommended to analyze the social and political system, capital market, labor criteria, and degree of opportunities in the place you are planning the event. Industry analysis- Identify the potential competitors, analyze their performance to evaluate the competence. Build Network- Collaborate with established Multinationals to gain instant recognition. Find reliable event management agencies that would help you getting authorizations. Ally with event agencies that offer integrated service, organize logistics, etc. Hire skilled personnel- Employ staffs with specific event management skills. However, do not restrict your focus on global attributes but develop global tiers. Handle cultural and social issues- Adapt events that will suit the local tastes, however, keep the core values in mind. 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