The planning process is one of the most important aspects in successful Event Management: the more

robust the plan, the smoother the journey to success.

1) the event concept

2) defining and communicating the event’s vision and mission
3) setting objectives
4) the SWOT analysis
5) deciding on event dates and venues and
6) the ‘Event Action Plan’.
1) T h e E v e n t C o n c e p t
S u c c e s s fu l e v e n t s a r e u s u a lly b a s e d o n a s t r o n g c o n c e p t a n d p u r p o s e . Id e a s fo r
h o ld in g e v e n t s a r is e fr o m a m u lt it u d e o f r e a s o n s . F o r e x a m p le y o u r id e a m a y h a v e
c o m e fr o m a n e e d o r d e s ir e t o :

> C e le b r a t e a u n iq u e a s p e c t a s s o c ia t e d w it h y o u r t o w n o r a r e a
> S h o w c a s e o r d e v e lo p a p a r t ic u la r c u lt u r a l o r s p o r t in g a c t iv it y
> M a r k a n h is t o r ic o c c a s io n , n a t io n a l d a y o r lo c a l h o lid a y
> H o s t o r c r e a t e a c o m p e t it iv e o r m a s s p a r t ic ip a t io n s p o r t in g e v e n t
> E n c o u r a g e m o r e v is it o r s t o c o m e a n d s p e n d t im e ( a n d m o n e y ) in t h e t o w n / a r e a
> Im p r o v e o r r e fo c u s t h e im a g e o f y o u r t o w n / a r e a
> E n c o u r a g e a n d c e le b r a t e c o m m u n it y a c t iv it y
> M a r k a n o p e n in g o r la u n c h
Risk factors associated with its successful delivery. You will have considered:
 
> If the event is unique or if it’s duplicating an existing event
> If there is a gap in the market that the event can fill
> If there is a demand for such an event
> If the resources are available to deliver it
> If the community, the local authority and relevant sector body will support and ‘buy into’
the event
> If it will be financially viable
> If it will be sustainable in the longer term
> If it has potential for growth
> If there will be any legacy
Always Review and Revise
If the event is staged on an annual or repeated basis, at the beginning of each year’s planning process
always make time to review the reasons that you are staging the event and to consider how it can be
developed further
W h y a r e y o u s ta g in g t h e e v e n t ?
> Is t h e e v e n t s t ill r e le v a n t ?
> H a v e t h e v is io n , m is s io n o r o b je c t iv e s c h a n g e d ?
> D o e s it s t ill h a v e s u p p o r t fr o m t h e e v e n t t e a m , p a r t ic ip a n t s , a u d ie n c e s ,
c o m m u n it y , lo c a l a u t h o r it y , fu n d in g b o d ie s a n d s p o n s o r s , e t c ?

H o w w ill t h e e v e n t b e d e v e lo p e d ?
> D o y o u ( s t ill) h a v e t h e r ig h t s k ills in p la c e t o d e v e lo p a n d d e liv e r t h e e v e n t ?
> C a n y o u b u ild o n p r e v io u s s u c c e s s e s ?
> W h a t a r e a s c o u ld b e d e v e lo p e d fu r t h e r ?
> H o w c a n in t e r e s t b e m a in t a in e d ?
> Is t h e r e p o t e n t ia l t o a t t r a c t n e w a u d ie n c e s ?
> Is t h e m a r k e t in g w o r k in g ?
> H o w w ill y o u m a in t a in o r e x t e n d t h e fin a n c ia l v ia b ilit y o f t h e e v e n t ?
> D o y o u n e e d t o c o n s o lid a t e t h e e v e n t o r fo c u s o n k e y e le m e n t s ?
> D o y o u n e e d t o w id e n t h e s c o p e o f t h e e v e n t ?
> H a s t h e e v e n t r e a c h e d c a p a c it y ?
> H a s t h e e v e n t r e a c h e d t h e e n d o f it s life c y c le ?
Setting SMART Objectives

Objectives need to be clearly set out and should follow the SMART principle:

Specific, Measurable, Achievable, Relevant and Time-Based:

Specific: Be specific about what is to be achieved

Measurable: A system, method or procedure is required to allow the tracking and recording of the action upon which
the objective is focused.

Achievable: The objectives that are set need to be capable of being reached – never overstate your objectives.

Relevant: Is the objective important to the event? For instance, if the main driver for the event is to encourage
community activity – do you really need to attract tourists as a priority?

Time-Based: There must be a clearly stated start and completion date for each objective
Event objectives often concern themselves with the following types of goals, but yours should be SMART
in accordance with your own particular circumstances:

> Event Growth > Economic Benefit

> Event Quality > Tourism Development
> Event Sustainability > Social Benefit
> Sector Development > Educational Development
> Audience/Participant Satisfaction > Community Development
SWOT Analysis: Strengths, Weaknesses, Opportunities and Threats

Consider the following points:

Event Management– experience within the organization, staffing numbers and structure, financial stability,
viability of planning, confidence of funders, etc
Partners/Clients– the support they can/cannot provide: finance, influence, resources, etc
Climates– social, economic, cultural and political
Event Benefits– what the event offers, its ‘Unique Selling Point’ (USP)
Potential to Develop and Grow– factors that will assist or hinder this
Other Factors– competition, technology , legal, environment
S tr e n g th s W eakn esses
> E x p e r ie n c e d e v e n t m a n a g e m e n t t e a m > L a c k o f m a r k e t in g a n d m e d ia e x p e r t is e
> S u p p o r t i v e a n d a c t iv e n e t w o r k o f lo c a l a r t i s t s > L im it e d s p o n s o r s h ip s u c c e s s
> G o o d lo c a l a u t h o r it y s u p p o r t a n d a c t iv e > R e m o t e lo c a t io n
visual arts officer > L a c k o f q u a l it y a c c o m m o d a t i o n f o r
> Event vision is convergent with local visual arts overnight visitors
and events strategies > P o o r la t e n ig h t t r a n s p o r t
> G r o w in g a u d ie n c e b a s e > Etc…
> Etc…

O p p o r tu n itie s T h re a ts
> L o c a l t o u r is m fo r u m k e e n t o w o r k in c lo s e r p a r t n e r s h ip > Increasing costs/standstill funding
> E v e n t S c o t l a n d ’s R e g i o n a l E v e n t s P r o g r a m m e > Event Manager moving on next year
> L o c a l a r t is t r e c e n t ly a w a r d e d m a jo r a r t s p r iz e > C o m p e t i t i o n f r o m ‘Y - T o w n A r t s F e s t i v a l ’
b r i n g in g in c r e a s e d m e d ia i n t e r e s t t o t h e t o w n > Etc…
> N e w s u p e r m a r k e t o p e n in g in t o w n –
sponsorship possibilities attached
> Etc…
T h e D a te
T h e c h o ic e o f d a t e fo r y o u r e v e n t c a n h a v e a m a jo r im p a c t o n it s s u c c e s s . C a r e fu l
c o n s id e r a t io n s h o u ld b e g iv e n t o t h e r a n g e o f r is k fa c t o r s in v o lv e d in s e le c t in g t h e
b e s t d a t e . C o n s id e r :

> N a t u r e o f t h e E v e n t – is it a n o u t d o o r e v e n t ; d o e s it n e e d t o b e s t a g e d in a p a r t ic u la r
s e a s o n ; is it s lo c a t io n in t r in s ic t o it s s u c c e s s ( i . e . d o e s it h a v e t o b e in a p a r t ic u la r
v e n u e , c it y / t o w n , lo c a t io n , e t c ) ?

> W e a t h e r – w h a t a r e t h e p r o b a b le w e a t h e r c o n d it io n s a t y o u r p r e fe r r e d t im e o f y e a r ;
w ill in c le m e n t w e a t h e r a ffe c t t h e e v e n t ; a r e t h e r e c o n t in g e n c y o p p o r t u n it ie s a v a ila b le ?
T h e D a te
T h e c h o ic e o f d a t e fo r y o u r e v e n t c a n h a v e a m a jo r im p a c t o n it s s u c c e s s . C a r e fu l
c o n s id e r a t io n s h o u ld b e g iv e n t o t h e r a n g e o f r is k fa c t o r s in v o lv e d in s e le c t in g t h e
b e s t d a t e . C o n s id e r :

> N a t u r e o f t h e E v e n t – is it a n o u t d o o r e v e n t ; d o e s it n e e d t o b e s t a g e d in a p a r t ic u la r
s e a s o n ; is it s lo c a t io n in t r in s ic t o it s s u c c e s s ( i . e . d o e s it h a v e t o b e in a p a r t ic u la r
v e n u e , c it y / t o w n , lo c a t io n , e t c ) ?

> W e a t h e r – w h a t a r e t h e p r o b a b le w e a t h e r c o n d it io n s a t y o u r p r e fe r r e d t im e o f y e a r ;
w ill in c le m e n t w e a t h e r a ffe c t t h e e v e n t ; a r e t h e r e c o n t in g e n c y o p p o r t u n it ie s a v a ila b le ?
> C o m p l e m e n t a r y A c t i v i t y – a r e t h e r e a n y c o m p le m e n t a r y e v e n t s o r a c t iv it ie s t a k in g
p la c e a t t h e s a m e t im e t h a t c o u ld a s s is t y o u r e v e n t ? C o u ld y o u w o r k t o g e t h e r fo r
m u t u a l b e n e fit s ?

> C o m p e t i t i o n – a r e t h e r e o t h e r s im ila r t h e m e d o r s c a le d e v e n t s t a k in g p la c e t h a t a r e
t a r g e t e d a t t h e s a m e a u d ie n c e ? Is t h e r e r o o m fo r y o u r e v e n t in t h e m a r k e t p la c e a t
y o u r c h o s e n t im e o f y e a r ?

> R e s o u r c e s – a r e o t h e r m a jo r e v e n t s ( fo o t b a ll, c o n c e r t s , c o n fe r e n c e s , e t c ) t a k in g p la c e
a t t h e s a m e t im e t h a t w ill im p a c t o n t h e r e s o u r c e s r e q u ir e d t o s t a g e y o u r e v e n t
( i . e . t h e a v a ila b ilit y o f a c c o m m o d a t io n , s t a ff a n d v o lu n t e e r s , h ir e d e q u ip m e n t a n d
fa c ilit ie s , v e n u e s , s u p p o r t fr o m e m e r g e n c y s e r v ic e s , lo c a l a u t h o r it y , e t c ) ?

> O t h e r F a c t o r s – d o n ’ t fo r g e t t o c h e c k o u t a n y o t h e r in flu e n c in g o r r e le v a n t is s u e s
Key activities listed in your Event Action Plan may include:
> Writing/updating the Business Plan
> Identifying event partners and supporters
> Sanctioning/permissions
> Recruitment and training
> Fundraising activity and deadlines
> Licensing, legal or insurance issues
> Budgeting milestones
> Key meetings – i.e. steering group or sub-committee meetings
> Confirming venue(s)
> Booking or commissioning programme elements
> Pre-production/production milestones
> Implementing the Marketing Strategy
> Media activity
> Event build
> Live event
> Event ‘take-down’ or ‘de-rig’
EVENT ACTION PLAN TEMPLATE
Event N am e:
Date of Event: P la n U p d a t e d O n : Version:

Activity R e s p o n s ib ilit y J F M A M J J A S O N
( in s e r t n a m e )
U p d a t e B u s in e s s P la n
S t e e r in g M e e t in g s
Marketing:
A g r e e o b je c t iv e s
Engage designer
D e s ig n s a p p r o v e d
P r in t r e a d y
Etc
Press:
Engage press officer
A g r e e m ile s t o n e s
Long lead release
Launch
F e a t u r e s p la c e d
O n s it e P h o t o - o p
Etc
Fundraising:                                                                                                            

List and insert                                                                                                            

milestones
Programming:                                                                                                            

List and insert                                                                                                            

milestones
Production                                                                                                            

List and insert                                                                                                            

milestones
Licensing and Legal                                                                                                            

List and insert                                                                                                            

milestones
Monitoring /
Activity                         J         F        M
Responsibility          A        M
         J        J         A        S         O  N D J Status
Research (insert name)
List and insert                                                                                                            
milestones
On Site                                                                                                            

List and insert                                                                                                            

milestones
Live Event                                                                                                            

List and insert                                                                                                            

milestones
Take Down / De-Rig                                                                                                            

List and insert                                                                                                            

milestones
Reporting                                                                                                            
B U S IN E S S P L A N G U ID E
F IG U R E 2 .1

25
c h a p t et wr ob u s i n e ps sl a n n i n g
Cover Page
> P r e p a r e a c o v e r p a g e w it h t h e n a m e o f t h e e v e n t , t it le o f t h e d o c u m e n t a n d p e r io d t h a t t h e p la n c o v e r s . In c lu d e
your event logo/visuals and your contact details

C o n te n ts
> C r e a t e a c o n t e n t s p a g e t o e n s u r e t h e p la n is e a s y t o n a v ig a t e . L is t t h e c h a p t e r s a n d c h a p t e r c o n t e n t s w it h p a g e
numbers shown alongside
> If a p p r o p r ia t e , in d ic a t e t h e d is t r ib u t io n lis t
> Ensure that you date the plan

E x e c u tiv e S u m m a r y
T h e e x e c u t iv e s u m m a r y s h o u ld e x t e n d t o n o m o r e t h a n t w o o r t h r e e p a g e s a n d s h o u ld c o n t a in a n
overview of the following:
> W h a t t h e e v e n t is
> T h e e v e n t ’s v is i o n & m is s io n
> It s o b je c t iv e s
> W h e n a n d w h e r e it w ill t a k e p la c e
> W h y t h e e v e n t h a s b e e n d e v e lo p e d
> W h o t h e e v e n t a im s t o a t t r a c t ( t h e m a r k e t )
> W h a t t h e k e y b e n e f it s o f h o s t in g t h e e v e n t a r e – t o t h e c o m m u n it y , s e c t o r , s t a k e h o ld e r s , e t c
> W h o d e v e lo p e d t h e e v e n t a n d B u s in e s s P la n
> S t a t e m e n t a s t o t h e e s t im a t e d e v e n t in c o m e a n d e x p e n d it u r e
> B u s in e s s P la n r e v ie w ( i.e . p la n s fo r m o n it o r in g a n d u p d a t e s )
> W h a t t h e m a in s e c t io n s o f t h e B u s in e s s P la n a r e

1 . B a c k g r o u n d & H is to r y
T h is s e c t io n s h o u ld in c lu d e in f o r m a t io n o n :
> E v e n t M a n a g e m e n t – o u t lin e w h o y o u a r e a n d w h a t y o u r r e le v a n t e x p e r ie n c e a n d t r a c k r e c o r d is
> E v e n t H i s t o r y – i s t h i s t h e e v e n t ’s f i r s t y e a r ; w h e r e d i d t h e i d e a c o m e f r o m ; h a v e t h e r e b e e n s i m i l a r e v e n t s ;
has it previously been staged elsewhere; what kind of event is it; who does it attract?
> P r e s e n t y o u r S W O T a n a ly s is
2 . E v e n t O v e r v ie w – C u r r e n t Y e a r
T h is s e c t io n s h o u ld s e t o u t p la n s fo r t h e ‘liv e ’ e v e n t y e a r :
> R e s t a t e y o u r v is io n a n d m is s io n
> K e y O b j e c t i v e s – c le a r ly s t a t e t h e k e y o b je c t iv e s a n d h o w e a c h w ill b e d e liv e r e d . S e t t im e s c a le s a n d id e n t ify
who each action will be led by (i.e. which organisation/individual)
> T h e E v e n t – d e s c r ib e t h e e v e n t a n d it s v a r io u s e le m e n t s in m o r e d e t a il. G iv e a n o v e r v ie w o f t h e in t e n d e d e v e n t
content/pr ogramme and any new developments
> T a r g e t M a r k e t – g iv e a n o u t lin e o f t h e e x is t in g a u d ie n c e / s p e c t a t o r / p a r t ic ip a n t p r o file ( if t h e r e is o n e ) a n d s t a t e
targets for gr owth and development (you should go into mor e detail in section 5)
> S t a k e h o l d e r I n v o l v e m e n t a n d B e n e f i t s – d e s c r ib e t h e in v o lv e m e n t a n d b e n e fit s e a c h s t a k e h o ld e r s h o u ld
e x p e c t ( e v e n t p a r t n e r s , p u b lic fu n d e r s , s p o n s o r s , s u p p o r t e r s , h o s t v e n u e / c it y , t h e lo c a l c o m m u n it y , e t c ) . M a k e s u r e
you state where the event and stakeholder strategies align

3 . D e v e lo p m e n t P la n – G o in g F o r w a r d
T h is s e c t io n s h o u ld p r e s e n t a n o u t lin e o f h o w t h e e v e n t w ill d e v e lo p o v e r t h e n e x t 3 – 5 y e a r s :
> S t r a t e g i c D e v e l o p m e n t – w it h y o u r v is io n a n d m is s io n in m in d , o u t lin e y o u r k e y o b je c t iv e s a n d h o w t h e y w ill
b e d e liv e r e d a n d d e v e lo p e d b e y o n d t h e c u r r e n t y e a r ; s e t t im e s c a le s a n d id e n t ify w h o w ill le a d e a c h a c t io n
( i.e . o r g a n is a t io n / in d iv id u a l)
> D e v e l o p m e n t I m p l i c a t i o n s – s u m m a r is e t h e p o lic y y o u w ill a p p ly t o e n s u r e q u a lit y c o n t r o l a n d a r e le v a n t
pr ogramme of events
> S t r a t e g i c A l i g n m e n t – g o in g f o r w a r d , d e s c r ib e h o w y o u r e v e n t m a y d e l iv e r t o t h e s t r a t e g ic p la n s o f y o u r
curr ent and potential stakeholder s

4 . E v e n t R e q u ir e m e n ts
T h is s e c t io n s h o u ld o u t lin e w h a t is r e q u ir e d o n a n o p e r a t io n a l le v e l t o d e liv e r t h e e v e n t :
> F a c i l i t i e s – w h a t fa c ilit ie s a r e r e q u ir e d in t e r m s o f p u b lic u t ilit ie s , a c c o m m o d a t io n ( o n a n d o ff s it e ) , c a t e r in g ,
communication, other technology (such as timing equipment for spor ting events), etc
> S e r v i c e s – w h a t s e r v ic e s w ill b e r e q u ir e d a n d w h o w ill p r o v id e t h e m : m e d ic a l, p o lic e , c h ild p r o t e c t io n , f ir e ,
traffic management, health & safety, secur ity, media, etc
> P r o d u c t i o n – d e t a il t h e p r o d u c t io n e q u ip m e n t r e q u ir e d s u c h a s p o w e r , fe n c in g , s t a g in g , s o u n d , lig h t in g , v is io n ,
heavy plant, etc
> L e g a l & I n s u r a n c e – c o n s id e r t h e im p lic a t io n s o f c o n t r a c t u a l a r r a n g e m e n t s a n d t h e n e c e s s a r y in s u r a n c e
required to cover all aspects of the event
> Etc…
8 . R is k M a n a g e m e n t
In t h is s e c t io n y o u s h o u ld e x p la in h o w y o u w ill a d d r e s s t h e R is k M a n a g e m e n t p r o c e s s :
> R i s k F a c t o r s – id e n t if y k e y r is k f a c t o r s ( e .g . w it h r e s p e c t t o y o u r o b je c t iv e s , p r o g r a m m e , f in a n c e s , o p e r a t io n s ,
r e p u t a t io n , le g a l, a u d ie n c e , h e a lt h & s a f e t y , e t c ) . S h o w h o w y o u w ill m a n a g e a n d m it ig a t e r is k s a n d p r o v id e a n
initial risk assessment (see Chapter 9)

A p p e n d ic e s :
T h e s e m a y in c lu d e a p p r o p r ia t e d o c u m e n t s s u c h a s :
> Additional financial information
> A site/venue map
> P r e v io u s r e s e a r c h a n d e c o n o m ic im p a c t in f o r m a t io n
> E q u a l o p p o r t u n it ie s p o lic y
>
> Health and safety policy
> E t h ic a l p r a c t ic e s
> C o d e o f p r a c t ic e / s t a f f b r ie f in g d o c u m e n t
Putting the team together > Site/Venue Manager
> Fundraising/Sponsorship Manager
key areas of responsibility may include > Programme Manager
Event Director > Production Designer
> Event Producer/Manager > Information Assistants
> Production Manager > Artist/Participant Liaison
> Event Administrator > Stage Management
> Event Assistant > Production Crew
> Finance Assistant > Runners
> Marketing Manager
> Media Manager