Event operation managers have the core responsibility of assisting event organizers, select organizing committees and host cities in delivering a successful program to run their events. As such, this specialty of events operation management requires exceptional knowledge, proficiency, and a sound comprehension of all operational aspects of any occasion. All event service specialists understand what works and what does not while at the same time remaining flexible to adapt and accept any innovation and methodology before or even in the course of the function they are in charge. Apart from leading cross functional groups and occasion operations in the context of various stages of the event lifecycle, these professionals are also responsible for ascertaining that the function conforms to all safety requirements as well as licensable undertakings with the chosen venues.
This event which will take the form of a film festival is organized by Classic Entertainment Productions with the aim of raising money to facilitate a charity activity. Nowlan & Nowlan, (2008, p. 129) defines a film festival as a prearranged, protracted exhibition of movies in one or more screening venues or cinemas, often in a single metropolis or region. Typically, film festivals can be held either outdoors or in indoors depending on its focus, but this one will show movies indoors, in a closed venue. The films in this occasion which will last for three days will be of recent date comprising of both national and intercontinental releases. It will be hosted in Genting Arena, one of the prominent National Exhibition Centre (NEC) in the UK with a capacity of about 16,000.
Formulation of goals and objectives forms a critical segment of any typical event planning. In our case scenario, this is the big picture or the primary purpose why Classic Entertainment Productions is organizing for this event. Some of the main goals for the film festival occasion include to persuade, to celebrate, and to educate. Classic Entertainment Productions aims at convincing attendees to contribute willingly towards the charity work whose primary purpose is to provide aid to the elderly individuals in Northern Ireland. Besides, the film festival will give the participants a chance to relish watching a broad array of movies meeting the tastes and preferences of all and sundry. Moreover, some event facilitators will be obliged to educate the attendees on some of the honorable principles such as open-handedness, and benevolence. These three primary objectives are the roadmaps towards achieving the goals of the event.
Critical Success Factors often abbreviated as CSF’s is a management terminology that describes the vital elements for the viability of an event (Standing & Cripps, 2013). In other words, they are the activities or prerequisites required to ascertain the success of any occasion. Some of the CSF’s for this event include the following;
CSF 1: Allocating ample time for planning before the official start date of the event. Commencement of the event planning earlier before time approaches enable me to select the most suitable location for the occasion without much pressure from either the management or the participants.
CSF 2: Setting realistic and achievable attendance targets. The expected number of participants for the film festival is approximately 5000, and this aspect impels me to choose Genting Arena, whose accommodation is almost thrice of this anticipated turnout.
CSF 3: Planning a contingency. In this case, Classic Entertainment Productions factors in various uncertainties because things might not go well, thus compelling them to incur costs unbudgeted for. The booking prices for Genting Arena are quite reasonable hence leaving the event managers to have enough funds to build a contingency into their budget.
CSF 4: Choosing the right location: Genting Arena is situated in a strategic position, an aspect which not only allows the hosts to run the event smoothly but also secure enough for the audience.
CSF 5: Adding value. As supported by Chaturvedi & Ashutosh, (2009, p.245) the more the event’s owner adds value through various means such as selling some commodities at a cheaper price than normal, often enhances the relationship between the attendee and the host. This prerequisite prompted me to choose Genting Arena since this location is adequately populated with amenities which incentivize people to show up for the occasion.
The target audience profile for the film festival event will incorporate people of almost all identities, and no strictness will apply at this point. Individuals to be attracted for this occasion will be of any gender, any age set, place of residence, the level of education, race and so forth. Rigidity while selecting people to participate in the film festival will not apply. In the same breath, the affair will incorporate people from any regions and such as their geographical locations will also not matter at this point. Inviting every individual without limiting them to their personal attributes will enable Classic Entertainment Productions to acquire an adequate audience for the event.
Classic Entertainment Productions undertakes to ensure that all its activities and programs are accessible. The association strives to include all community members, including those with disabilities. Considering venue accessibility forms one of the critical success factors since the occasion benefits all partakers by creating a more diverse audience. Various amenities such as good lighting and sound, captioning, and wide walkways at Genting Arena will benefit everybody. The venue is strategically located right in the heart of the United Kingdom motorway network and other infrastructures free of traffic congestions for easier evacuations in case of emergencies.
Supply Chain Management (SCM)
Supply Chain Management often abbreviated as SCM refers to the oversight of the flow of goods and services from a consumer to another party say a customer (Knolmayer, Mertens, & Zeier, 2002). SCM in our case scenario will involve the coordination and integration within and without the venue. In an attempt to ensure fast and efficient delivery of goods, the events managers will come up with efficient and reliable means of transport to transport commodities required by the participants. In addition to this, some select pool of suppliers for the goods will be chosen to avoid delays by circumventing all issues associated with procurement. Classic Entertainment Productions has a firm believe that the ultimate objective of this effective SCM is to reduce inventory with an underlying assumption that commodities are readily available when needed, thus no need to add another one.
When working with the products suppliers, various requirements such as quality, reliability, fair pricing, and punctuality are necessary. Distributors will be expected to supply quality products at reasonable prices and in a timely manner to augment their dependability. This will go a long way strengthening the relationship between the two parties involved. Some products will be delivered two days before the event while others on the eve of the specified day. Movie posters, speakers, amplifiers, film projectors, and press kits will be delivered two days before and on the run-up to the occasion so that individuals responsible for putting them in order will have enough time to do so. Others like funds raising requirements such as business cards and computer systems will be delivered on the day the event will kick off. In due course of the occasion, I will select a team comprising of about fifty members to offer various services such crowd management, noise management, and first aid among others. The selection will depend entirely on the individual’s experiences and qualifications.
Risk Management according to Edwards & Bowen, (2005) is the process of forecasting and assessing of risks followed by organized economic employment of resources to reduce, regulate, and control the likelihood or the impact of the uncertain occurrence. The primary objective of applying sound risk management tactics is to ensure that uncertainty does not refract the chief goal of this event. Terrorist activities, injuries, untoward and major incidents are some of the risks this film festival event is prone to. However, a predetermined procedure comprising of three major steps will be used to solve all hazards which might befall in the course of the occasion.
Step 1: Risk identification. By use of various techniques at this point, my team and I shall discover, recognize, and define risks that might affect the smooth flow of activities.
Step 2: Evaluation and ranking of the risk. At this juncture, we shall rank the risk by defining its magnitude, which is an amalgamation consequences and likelihood.
Step 3: Risk Response Planning. During this stage, we shall evaluate the highest ranked perils and implement a plan to mitigate and achieve an acceptable risk level.
Under Health and Safety Legislation, exhibitors and their leading service providers will remain responsible for all undertakings that will be taking place all through the occasion and any other actions that may affect participants in the course of the event. Contractors and exhibitors and in some cases the suppliers will be expected to provide a hazard evaluation and approach statement for all activities conducted at the event ground. They will be required to ascertain that service providers engaged by them are knowledgeable and briefed on the occasion safety rules and regulations
Health and Safety at Event or Work Act 1974, often abbreviated as HSE, is a piece of the UK health and safety legislation which places a responsibility on all event organizers to ensure a reasonable and practical safety of all participants. This Act of Parliament works in the interest of the public to control all possible occurrences which might threaten the security of attendees in any occasion.
Wale, Robinson, & Dickson, (2010, p.104) support the idea that when crowds are well controlled, all participants can enjoy themselves and an event can be more successful. That is why at Genting Arena crowd control it will form a vital fragment in the management plan throughout the event. We know that a frequent visitor to Genting Arena will face no challenge finding their way but newcomers who are not familiar with what is what and what is where and therefore we shall not leave anything to chance. Crowd control elite teams will design and optimize a way-finding strategy for the first time participants. Wayfinding will be enhanced with informational and directional signs to make the way clear to first-timers. Direction signage will be pinned on the arena walls to usher people in their suitable places, thus solving the problem of confusion. Besides, attendees must wait in queues to get into and out of parking spaces, to buy refreshment stands, to enter the venue, to get their tickets among other destinations. Lines in this event will be inevitable, but crowd controllers will work to ensure that they are not painful. They will follow Harrison’s, (2002, p.661) suggestion of distracting people in the line to help them forget that they are waiting. They shall provide in-line entertainment, for example, promotional videos or highlight reels which will keep them occupied until their turn to receive specific service is due.
Ammon, Southall, & Nagel, (2016) point out that regardless of the nature of an event; it must have some associated risks. As such, the facilitators are left with a responsibility to identify and manage those perils. This procedure is collectively known as risk management and for Classic Entertainment Productions to know what hazards need to be controlled; a risk assessment ought to be conducted. The first step in this particular process involves listing down all possible situations linked with the event that might expose individuals to disease, injury or any other misfortunate. At this point, we shall employ experts to advise us on the potentially hazardous situations. Assessment of the possibility of people being affected or exposed to the risk situation and the likely consequences will form the second part of the procedure. Regarding the previous records of risk assessment, Classic Entertainment Productions has been utilizing Risk Ranking Template to assess the likelihood and potential repercussions of a risk. Lastly, identification of practical measures that upon implementation can eradicate or reduce the possibility of the peril from occurring forms the last part of the peril assessment endeavour.
Past experience of occasions of this nature leads Classic Entertainment Productions to believe that there are just a few hazardous situations associated with film festivals. However, efficient risk management tools shall be put into place to eliminate or reduce the likelihood of occurrences such as terrorism attacks, burglary, bomb threats and any other form of interference. Emergency services such as stand-by ambulances will be in place. In addition, Event Management will be responsible for notifying the police immediately in case of any emergency service to be deployed. Police patrol cars will be hired for the three days the event will be on-going to respond to any external threat such as bomb threat. Classic Entertainment Productions has its own security team in place which will work hand in hand with internal security officers in Genting Arena to coordinate all security concerns including reporting of any suspicious occurrences in the event. These two groups of service providers will be advised to dress in civilian fashions to allow all attendees to relate with them with ease. They will be protecting people against minor risky occurrences such as theft of property, fight threats, and individuals’ mistreatment.
We acknowledge that environmental sustainability is increasingly significant to the participants, venue operators, and sponsors, and that is why we find it necessary to incorporate it in event planning. Besides, Genting Arena is located in a culturally and environmentally sensitive area, and as such we must comply. The event will take stringent measures discouraging the usage of unrecyclable waste materials such as plastic bags, polystyrene, plastic cutlery, cups, and straws. Also, cleaners will go round the arena during the open day of the show removing garbage. All rubbish will be firmly tied in black bin paper bags ready for disposal when they get full. Foodstuff wastes will be kept separate from packaging and other waste materials. In short, the event organizers will make sure that as far as is rationally workable, that the occasion site is maintained clean and tidy as possible at all times during the three days of the event.
Event planning seems just a like a standard business concept requires all parties involved to abide with regulatory requirements. Companies and other business establishments are expected to operate within certain stipulated legal necessities as provided by the law. Failure to comply they are held accountable and severe legal issue may arise almost leading to their termination or closure. Therefore while designing an event operation plan, it is advisable to consider various regulatory particulars which includes but not limited to contracts, permits, and licenses as well as liability protection.
Just like in business, in events planning, we do not just believe that everyone will do what they say they are going to do and therefore there is the need for written contracts in this process. Event planners in our case scenario will make sure to have written agreements with various individuals such suppliers detailing payments, expectations, terms of contracts, and cancellations. These written agreements will ensure that the agreement is binding and also protect the company from losing money. In addition, the written document will capture details on what every vendor will provide and at what price. This mutual written agreement will protect the event organizers from unexpected costs and also hold the supplier accountable in case of a breach of contract.
Moreover, Classic Entertainment Productions will purpose to get all valid licenses and permits. For instance, they will acquire the suitable permits to serve alcohol at the Genting Arena as the event proceeds. This is so because the company acknowledges that every nation is different when it comes to the issue of alcohol certifications and requirements.
The process of designing this Event Operation Plan first would like to say it was not easy. Many details required to be incorporated in this program and out of my career as an Event Operations Manager; this step forms a crucial part of the success of any occasion. I would also like to point out that the process I followed while planning this process was quite outstanding and different from the initial ones I have accomplished. Unlike in normal circumstances, I found it worth consulting various parties involved as facilitators such as chief organizers, suppliers, venue management, and even some participants. Besides, I conducted thorough research while designing this plan to make it more comprehensive and wide-ranging. Moreover, I utilized operations management theory to help me in composing this program. I used various Internet sources and books as reference materials to gather theoretical knowledge advanced by other individuals and organizations in this field. In addition, I took some time and interacted with an Event Operation Management professional who advised and guided me further in various aspects of this undertaking such as choosing the venue for the film festival show. However, I cannot forget to mention numerous challenges which I faced while completing this program. Resources to support this procedure were scarce and overstretched. I was deprived of enough financial resources of carrying out research and consultations to enough details to capture in the plan. Besides, the time allocated for this event planning endeavour was not ample, and such critical intricacies must have been left out. The support which I received from the client was insufficient, an aspect which subjected me into further challenges.
Conclusion
This paper shows just a tip of an iceberg of the activities undertaken by Event Operation Managers. In addition to helping in choosing an appropriate venue for a particular occasion, these professionals are left with the responsibility of seeing to it that all basic rules and regulation are adhered to without blemish. Besides, the essay depicts clearly that Event Operation Managers undertake the most crucial activities which a typical event require to attain as a prerequisite to success. They offer all echelons of experienced occasion services, for instance, supporting other facilitators like organizing committee and event owners in executing their duties. They also liaise with relevant experts and venue management officers in relation to event operational matters.
References
Ammon, R., Southall, R. M., & Nagel, M. S. (2016). Sport Facility Management: Organizing Events And Mitigating Risks.
Chaturvedi, Ashutosh, Dr. (2009). Event Management A Professional & Development Approach. Global India Pubns.
Edwards, P. J., & Bowen, P. A. (2005). Risk Management In Project Organisations. Sydney, N.S.W., University Of New South Wales Press.
Harrison, M. (2002). Crowds And History: Mass Phenomena In English Towns, 1790-1835. Cambridge, Cambridge University Press.
Knolmayer, G., Mertens, P., & Zeier, A. (2002). Supply Chain Management Based On Sap Systems: Order Management In Manufacturing Companies ; With 19 Tables. Berlin [U.A.], Springer.
Nowlan, R. A., & Nowlan, G. W. (2008). An Encyclopedia Of Film Festivals. Greenwich, Conn. [U.A.], Jai Pr.
Standing, C., & Cripps, H. (2013). Critical Success Factors in the Implementation of Electronic Health Records: A Two-Case Comparison. Systems Research And Behavioral Science, 32(1), 75-85
Wale, D., Robinson, P., & Dickson, G. (2010). Events Management. Wallingford [Etc.], Cabi.
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