Development of Event Concept

1
Development of Event Concept

• HM 648 Sport Event Management
• Week 4 Lecture 1
• Lecturer Sue Brown

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Conceptualising an Event

• Essential to be CREATIVELY INSPIRED!
• at the same time understand the limitations and
  important to identify UNIQUE elements and
  resources to make the event SPECIAL
• CONCEPTUALISING THE EVENT
• Determine the EXPERIENCE
• Develop the CONCEPT
• Design the EXPERIENCE
• HOW!
• Brainstorming
• Synergy of ideas collective brain trust!

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Determine the Experience

• Setting the parameters for the event!
• Questions to ask before starting! (The Five Ws)
• What type of event will it be? (content/product)
• Why is the event being held? (purpose/objective)
• Where will it be held?
• Who will be the stakeholders/market?
• When will the event be staged?
• 
  
  (Goldblatt,
  1997)

4
Determine the Experience

• Create a customer profile of the guests
• What are the demographics?
• What type of experience will fit their
  personalities?
• How many are expected?
• 
  
  
• Other issues to consider!
• What has worked before and what hasnt?
• Geographic reach - international, national,
  state, regional, local?
• Will the event be sanctioned by a governing body?

5
Developing the Concept

• Put together an overall picture of the final
  event
• Need to merge the logistics and operational
  parameters into the event concept
• Elements to be considered
• Purpose of the event (Goals Objectives)
• Theme of the event
• Venue for the event
• Event audience
• Financial considerations
• Timing of event
• Event team, contractors other stakeholders

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Analysing the event concept

• Consider the following areas in relation to the
  event
• Political / legal
• Economic
• Social / cultural
• Technological
• Demographic
• Legal implications regulations
• Risk
• Competitive

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Guiding points required to make partnerships work
with key stakeholders

• clear guidelines and specific roles are required
  for effective partnerships
• clear project objectives
• shared desire and commitment to achieve these
  objectives
• honest and trust
• strong interpersonal relationships
• dedicated hard work and effort
• (adopted from Watt, 1998, p.78)

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Creating the concept of the event - Summary

• Catalyst individual/organisation with an idea!
• Assembly an event team of key stakeholders
• Brainstorm the concept of the event
• Create the personality of the event
• Develop a mission statement for the event
  (purpose/vision)
• Set goals and broad objectives at the conceptual
  stage

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Creating the concept of the event - Summary

• Conduct a Situation Analysis (SWOT trends
  analysis)
• Identify the scope of the event
• Consider resources required for the event
• Consider rules and regulations

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Evolution of an Event

• In many cases an events success or failure can
  rest in the planning and pre-planning stages that
  brought the event to life in the first place
• 
  
  (Solomon, 2002 p1)
• Important to Remember !
• creating and operating an event has many issues
  to deal with at any one time
• may became a juggling act
• may need to make decisions based on judgements

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Lecture Question

• Provide an example of an event that you think
  demonstrates a unique vision or idea. What are
  the events unique characteristics, and why do
  you consider them to be unique?