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Introduction: Welcome to our Best Practise Event Guide. Here we have a quick, easy and fun way to run and organise the most successful event to date. By completing this checklist your event will be everything you imagined:  Festival and event finance  Festival and event production  Risk assessment  Festival and event marketing  Event shut down procedures When you get that first idea make sure you know what your objectives are before jumping head first into planning. This will help structure your festival/event’s plan.

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The Best Practice

 

Guide for

 

Events & Festivals

 

 

 

No Experience?

 

No Problem! 

Executive Summary

 

In this guide you will see the ins and outs of running and organising an event. This guide includes the various different sections such as, Risk assessment, financial planning etc. With this guide you will be able to fully plan and run a successful event.

 

Table of Contents

 

 

 1.Introction to best Practice Guide.................................................................................................................1

 

Festival and Event Management................................................................................................................1

 

The Vision Statement & Mission Statement........................................................................................1

 

Objctives........................................................................................................................................................................1

 

Festival/Event Strategy.................................................................................................................................2

 

Market & Situational Analysis...................................................................................................................2

 

Festival/Event Programme.............................................................................................................................2

 

Post Festival/Event Evaluation...............................................................................................................2

 

 

 

 2.Festival and Event Finance................................................................................................................................3

 

Budgets............................................................................................................................................................................3

 

Financial Control...................................................................................................................................................4

 

Ticket Policy...............................................................................................................................................................4

 

Festival/Event Grant Scheme........................................................................................................................5

 

Sponsorship...................................................................................................................................................................4

 

Financial Accounts..................................................................................................................................................5

 

 

 3.Festival and Event Production........................................................................................................................6

 

The Production Control.......................................................................................................................................6

 

Milestone Dates .........................................................................................................................................................6

 

Volunteer Helpers...................................................................................................................................................7

 

 

 4.Risk Assessment .............................................................................................................................................................8

 

Health & Safety Statement .............................................................................................................................8

 

Emergency Procedures ........................................................................................................................................8

 

Insurance, Licences and Permissions.......................................................................................................9/10

 

Environmental Policy & Signage................................................................................................................10/11

 

Handling Queues, VIPs and sponsors .......................................................................................................12/13

 

Official Opening ......................................................................................................................................................13

 

 

 

 5.Festival and Event Marketing..........................................................................................................................14

 

The Marketing Plan ...............................................................................................................................................14

 

Market Analysis........................................................................................................................................................14

 

Market Stratgy .........................................................................................................................................................14

 

Festival/ Event Logo............................................................................................................................................15 

 

Marketing & Public Relations ......................................................................................................................15

 

Media Plan .....................................................................................................................................................................15

 

Print Production......................................................................................................................................................15

 

Direct Mail......................................................................................................................................................................16

 

Website Press Releases ........................................................................................................................................16

 

Media Coverage ...........................................................................................................................................................16

 

Photographic Library ..........................................................................................................................................16

 

Social Media ...................................................................................................................................................................16

 

 

 6.Festival Shut Down Procedures ......................................................................................................................17

   

 

 7.Summary ...............................................................................................................................................................................18

 

Festival and Event Management

 

Introduction:

Festival and event management is the creation of events and festivals. It is the idea you create and how you will make it into a event, festival, conference, concert etc.

 

The vision statement:

This is a document that outlines the objectives of your event and what you hope will become of your event.

 

The mission statement:

This outline who your events target market is and what you want to achieve from your event.

 

Objectives:

Aims and objectives can help you create a focused plan for your event and can help to motivate you and your staff work towards a common goal for your event. These can be a goal of making a profit, creating awareness, or simply just running a successful event.

 

 

 

 

 

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Festival/Event Strategy: You must decide what strategy you want for your event. Different strategies can be for financial reasons. You may want to make a profit every year to keep making your event bigger and better. You could be raising money for a particular cause so you must make your event strategy clear.

 

Market and situational analysis

A SWOT analysis is another method under situational analysis. They examine the strengths and weakness of your event, as well as the opportunities and threats of it.

 

Festival/Event Programme:

Your team should agree on the core aspects of your event such as the theme or the style of music. This will also help you to focus on your target market when marketing your event.

 

Post event/ evaluation:

After your event you should always analyse how the event ran. This can be looking at any issues that came up but also the positives, like where your event was planned well. This will help for any future developments for your event.

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Festival and event finance

 

Introduction:

Financial planning is a major part of organising an event. With financial control you organise your money which allows all members of your team to see the expected income and expenditure. With this, you can be sure not to be shocked come the end of your event and realise you had more expenditure than income.

When it comes to financial planning, goals are always a good option. This motivates you and your team to push forward and do the best you can to earn that income. You should also have planned expenditure as money could be spent carelessly.

A budget may be the best method of organising your money. When completed, it should be looked at and updated regularly. This is a great way to see where your money is going and where your income is coming from.

 

 

 Budgets:

A budget is a must when organising an event. A budget is a detailed plan of all your expected income and expenditure. It is a useful guideline as it controls your money. These figures must be realistic as this will be your financial guide for running the event. There can be many benefits of preparing budget such as:

1.            Responsibilities can be appointed

2.            Controls your income and expenditure

3.            Creates goals to be reached

4.            In preparing, forces the team to look into the future

 

It is important to refer back to your budget on a weekly basis to make sure all money is being allocated in the correct places. If a situation does arise, it is clear what money is available.

 

 

 

 

 

 

 

 

 

 

 

 

 

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Financial Control

It is important to keep track of how and where your money is coming in from. All sources of money, either manual or electronic, must be recorded. When paying out money, it must be done in the correct way and the correct forms should be filled out for wages, tax etc.

All money gathered at the event should be stored in a safe place as there is so much more going on. Tickets are usually the best idea for a festival/event. All the ticket serial numbers can then be matched electronically to the money received. With this you are not worried about lose money and know how many people to expect.

 

Financial Accounts:

 End of year accounts are a very important step in event finance. If you require a grant then this very useful as it shows all your financial action the previous year. When doing these accounts make sure to have a professional accountant have a look at them to make sure all is completed correctly.

 Sponsorship:

When looking for sponsorship, you need to have a well detailed plan of your event. For a business or company to give you sponsorship they like to know what kind of event they are sponsoring as their name will be associated with the event.

You need to have a clear idea of what kind of sponsorship you require. Companies are more inclined to give sponsorship if there is a benefit in it for them. The money they are putting into sponsorship could instead go into a advertising/marketing campaign of their own. Allow them to see the benefits they could receive.

  • Do not promise benefits you are unsure of.    

You may look for companies that have a connection to your event.

 

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Ticket Policy

In organising an event, tickets are usually the best option in determining the size of the crowd that will be attending the event. Firstly you must decide on how to price your tickets appropriately. You can do this in many ways:

1.            Research the amount that was charged for a similar event near by

2.            Figure out how much running the event costs.

3.            Do some research and learn how popular the event/act may be

Be sure to watch for over/under pricing the tickets. Tickets costing too much may scare people away. Tickets priced too low may give people the impression that the event is small and unpopular.

When people buy tickets for your event make it clear the terms and conditions. When buying a ticket they are entering a contract.

 

Festival/ Event grant schemes

You can get various grants schemes when running an event. Depending on your event you may receive different kinds and amounts. You may receive a grant from

  •        County Council
  •         LEADER
  •         Fáilte Ireland
  •         Arts Council of Ireland
  •         AOIFE

When awarded a grant there are certain guidelines to be kept in mind:

  •  Read the guidelines of the application. Know exactly what you can expect to get from the grant scheme.
  •  Make sure to fill out the application full and truthful
  •  If any documentation is needed make sure to have it on hand.
  •  Make sure to get your application in early.
  •  Read all terms and conditions and understand every element.
  •  Make sure to include the name of who you received your grant in some way in your event.

 

 

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Festival and Event Production

 

 

The Production Schedule:

This is a detailed list of all the tasks that need to be a part of your event.

It can:

  • Help you to meet the requirements for the event that you are organising.
  • Shows a detailed description from the setup of the event to the take down of the   event. (Example: stage set up and take down).
  • It can be present in the form of a Gant Chart. Which shows the time, Problem areas,    Clashes of activity at the event and a summary of the event.

 

 

Milestone Dates:

These are important dates of the event processes such as the opening/closing dates of the event or polices that have to be implemented before the event takes places.

This can include:

  • Ticket Sales- When the tickets for your event will go on sale.
  • Performers- Finalise their booking and when they will arrive to the event.
  • Location of the event- Have you the event booked?
  • Sponsorship- Finalise that they will help sponsor your event.

 

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Volunteer Helpers:

If you are having volunteers at your event, you should:

  • Put together an application form so that people interested in volunteering at your   event can sign up easily.
  • You must put training in place before the event so your volunteers have a clear idea of what is expected of them and what their role is. This will avoid confusion on the day of the event.
  • Your volunteers should be treated with accordance with the appropriate legislations.

 

  Contracts:

Contracts are an important thing to check before your event. You may have contracts with suppliers, entertainers or food vendors. You should make sure to check these with each supplier etc. so everyone's clear on what part they play in the event and what is written into their contract. This ensures there is no mix up on the day as to what each supplier is providing and what you, as the event, are providing.Contracts:
Contracts are an important thing to check before your event. You may have contracts with suppliers, entertainers or food vendors. You should make sure to check these with each supplier etc. so everyone's clear on what part they play in the event and what is written into their contract. This ensures there is no mix up on the day as to what each supplier is providing and what you, as the event, are providing.

 

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Risk Assessment

 

Health and Safety Statement:


   The Health and Safety Statement (HSS) basically

is an analyses of hazards or risks at your event and

how you plan to manage them.
   In your HSS, you should include:
1. An overview of your event and your safety policy
2. Contact details for committee members and officials

in the case of an emergency
3.Risk assessment which includes: 
                Identify hazards
                Identify who might get harmed by thehazards

                Evaluate risks
4. What insurance policy you have and what it covers

 

 

Emergency Procedures:

 

   Emergency procedures are put in place in the case of an emergency during your event.
   This document focuses on any potential emergencies related to your event that could happen, but also any general emergencies, such as bomb scares, fire, crowd surge and evacuation procedures. This should include a plan of how you will deal with emergencies. 



 

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 Insurance:


   You need to ensure that your event is covered in case something was to happen to attendees, employees or the event itself, so you should look to be insured by either an insurance company or broker.

 

   Popular insurance companies you could look at are AOIFE, eventinsure.ie or your own local County Council.

 

   The minimum cover you can get is Public Liability, which covers the people attending your event, but you can increase the cover by adding cover for the employees, entertainers, equipment, as well as cover for cancellation of your event.

 

   You should look at your risk assessment to see what type of insurance policy is best for your event.

 

   In the case of an accident, you or your employees will fill out an incident report to keep a record of exactly what happened. It is important to keep these records safe because claims can be made up to 5 years after your event.

 

 

 

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Licences and Permits

 

   Depending on what you are providing at your event, you may be need to purchase a licence or permit. For example, if you intend to sell alcohol or prepare and sell food you will need a licence and if there will be more than 5000 people attending your event, you will need a permit. 

 

   Permits and licences can be purchased

through your local county council.

 

 

 

 

 

 

 

 

 

 

 

 

 

Environmental Policy:


   Having an environmental policy shows that your event is aware of the environment and if it has a negative impact on the environment.

your event on a public transport route
   Your environmental policy could include:

1.    Your commitment to reduce or minimise the waste produced at your event

*Look into the Waste Management Act 1996*

2.    Your commitment to reduce car emissions. You could suggest different modes of transport for your attendees, such as a shuttle bus to and from your event, or have 

your event on a public transport route
3.Your commitment to reduce packaging waste and plastic at your event. This could be from food stalls or simple plastic bottles of water.


   You  should be aware of the noise from event and the noise policy of the area, especially if your event will take place in a public area or  in a residential area. Some areas have a very strict noise policy so it is advised to consult with the local county council about this issue.
   Hygiene is important at events especially in food stalls, water points and toilet areas.

 

 

 

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Signage:


   Signage is a very important at an event as it shows people where to go. Clear signs reduce the amount of confusion for people and allows for a smooth flow of people around the event. This is particularly important at large scale events.

   For external signs, (i.e. signs outside your event)

you can have signs printed. These are normally on

corrie board.


   For internal signage, there should be signs for all

major facilities, like: car park entrance and exit,

toilets, main stages, first aid, food stalls and

water points.

 

 

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Handling Queues:

 


   Your risk assessment will highlight where queues

are most likely to be at your event. Having a plan

for handling a queue is much easier than trying to

control one on the day.


   You could think about:
   > Setting up barriers to guide people 
   > Having many entrances so that the volume of

people is dispersed rather than concentrated in one

area
   > Have enough stewards and security on site to manage the crowd
   > Have clear signage
   > Give a warning to people to arrive early so that entrances can filter people through easily

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 


   At any event, large or small, crowd control is key! So plan ahead and think is it easy for people to make their way around your event?

 

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VIPs and Sponsors:


   If you have VIPs or sponsors attending your event then you have to know how they are to treated and looked after. They should be treated as guests to your event rather than attendee and should be treated with priority. You may have a separate area for VIPs only or there may be priority seating arranged for them.

 

 

 

 

 

 

 

 

 

 

 

 

 

 


Official Opening:


   The official opening of your event will set the expectations for the rest of the event. For example, a good opening ceremony can start an event off with a positive atmosphere, while a poor opening ceremony can give people a negative impression of how the event will continue.
   You should look at:

 > Decoration of the stage and area
 > Are all the electrics working, like 
sound and lighting
 > Stage layout - is it safe for people using

the stage

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Festival and Event Marketing:

 

Marketing strategy:

A marketing strategy is a plan that combines all of the events marketing goals into one complete plan. Good marketing strategies are drawn from market r3esearch and focus on the product mix to achieve the most successful event as possible. A marketing strategy is the foundation of a marketing plan.

The marketing plan:

The marketing plan is all the information you have gathered throughout the planning process of your event. This is a basis for the revenue and marketing expenditure budget. A marketing plan consists of various different sections, such as, what is your event? where are you in terms of organising the event? , Where do you want to be? how do you get your event where you want it to be?, and lastly how do you identify when plans are going wrong.

The marketing analysis:

A marketing analysis is determining the chacteristics unique to your particular event. This will help you make any decisions regarding your event. By doing a market analysis you can gather important statistics regarding your event this will allow you to get to know your target market and will allow you to determine appropriate event procedures to ensure you have a safe event.

 

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 Festival/ Event logo:

When deciding on what logo you want to promote your event you must think what is your event actually about? If you were creating a business type event your approach would be more formal. But if you were organising a family fun day your approach would be more relaxed. A logo helps create a certain image for your event, something that people associate with your event. Most logos feature one central image associated with your event. Your festival or event logo should be unique to set yourself apart from competitors. A good logo has the right picture, words laid out correctly, colours, size, design and they have versatility.

 Marketing and Public Relations:

Marketing and PR a very important part of running an event. Without marke.ting an event how would anyone what its event about? Marketing helps get the word around about your event, it also informs people what its about, where and when is it, how much it will cost etc. Marketing also gives event planners numerous ways of enticing people to their event. Event planners have many different ways of marketing their event e.g. Social Media, Radio, TV, Newspaper, Posters, and Flyers etc. Public Relations also helps event planners create a goodwill of their event through publicity and non- paid forms of communication.

 Media plan:

A media plan describes objectives, strategies, tactics, media schedule and media mix to be used in reaching your target audience. It is important to conduct a media plan as it outlines all the ways to connect with your target audience.

Print production:

Printing with regard to “print production” is a process of appling ink to paper using a printing press. This is the best way of producing large amounts of printing. It is the fastest and cheapest way of doing so when printing in bulk. Many companies will refer to the in-house production of large quantities of colour copies or large format prints as their “print production”.

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Direct Mail:

Direct mail is a marketing form that uses a mail service to deliver a promotional printed piece to your target audience. This is very important because you are targeting exactly who you think will like your event instead anyone just seeing/hearing about it by chance.

Website:

Websites are defiantly an important part of event planning as they are an extra way of reaching people. This gives your target audience a direct space to research about your event, prices, times, dates etc. If you’re planning on running your event year after year etc. It gives you a place to advertise all your successes previously.

Press Release:

A press release is a video or audio taped message that you will use to discuss your event that will be presented by you. You can release it on your own platforms or give it to the media to release as they please, free of charge.

Media coverage:

Media coverage can be in the press, radio, TV or even web-based news. Events would usually use what’s known as “Earned Coverage” which is produced by journalists, presenters etc., free of charge.

Social Media:

Social media has become a great way for free advertising. With the likes of Facebook with 1.71billion users and twitter with 313 million active monthly users you can advertise your event to a way bigger scale than just local people in the area. They’re also way more platforms you could advertise on such as Snapchat, Instagram, Myspace and many more.

 

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Event Shut Down Procedures

 

This is just as important as the setup of your event and should be planned before the event.

At the end of your event there can be crowds of people all leaving at the one time. Similar to how you control the crowds of people arriving, you also need to control them when they are leaving. You should also think about how people are leaving, and make sure that the transport is available to people leaving the event.

Once everyone has left you can start the cleanup process. You should check with the venue to see when your event should be cleared away, especially if it is in a public area. Make sure to leave enough time after the event to take down temporary stalls or stages.

Don’t forget to collect all reports or documents, such as incident reports and feedback reports so they can be filed away safely and don’t get lost.

You should think about evaluating your event, with both staff and attendees, as soon as possible after the event. This will help get as much feedback as possible so you can improve the event in the future.

You could also consider thanking the staff that work at your event, especially if they are volunteers. This can encourage them to work for you next time and also is an opportunity for you as the event organiser to thank them personally for their contributions.

 

 

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Summary

 

 

By reading this event guide you should be able to plan and run a succsseful event. With no experience or years of planning events, this guide is the perfect thing to get you that successful event.Big or small, all the steps outlined in this guide need to be followed. There is no easy or quick way of organsing an event as you can see. With the right enthusiastic and organised team and careful planning , anyone can create an event. Don't be scared to be adventurous with your idea for an event. You have all the steps now so the only thing left to do is put them in practice.

 

 

 

 

 

 

 

 

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