Event management companies have evolved to manage and ensure successful execution of big events. There are several event management companies who use high quality operations management to manage big events spanning over three days and seeing around five thousand visitors. The assignment deals with management and execution of events with a film festival to raise donations for charity as its background. I have been appointed as the operations manager by Classic Entertainment Productions and require finding a suitable location for the client. The suitable location is the Pembroke Lodge in the Royal Park in London.
The assignment is designed to test the competencies of an operations manager. The first section of the assignment is the Critical success factors of an event and has three sections, type of event, target audience and accessibility. The next section requires the event manager to plan the operations concerning several areas.
They are licensing, risk management, health and security, CSR and waste. The last section requires the operations manager to reflect on his past experiences and point out the challenges he had met. He then has to reveal his counteracting those challenges and his learning from them. The operations manager also has to reveal about his professional communication with people which has led to the growth of his experience. The assignment also delves into the methods of operations management which the manager adopts.
Critical Success Factors (CSF)
Type of event:
Classic Entertainment Productions is an event management company in London which have been entrusted with the responsibility of arranging a film festival. I, as the events operations manager of the company has been entrusted with the responsibility of arranging an indoor film festival for raising donations for charity. The topic of the film festival will be a wild life film festival in association with the London Zoo. The event will be an indoor film festival where the spectators can watch films on the spectacular animals from around the world.
The event will be for raising money for supporting animal welfare. The film festival will be a festival that will allow the people to meet and spend some time knowing about the animals in dangers. It will also facilitate the people to meet and exchange their views. The people involved with charitable organisations can also take this opportunity to meet the prospective donors and support systems (Franz at al. 2016).
Target Audience:
The film festival will appeal to a large section of the society which will help in collection of maximum donation. The primary target audience of the film festival will be the rich people who donate towards animal welfare. The film is sure to attract to people who are onvolved in various charity activities and are looking for donors. It will give these charities seeking people a scope to meet their prospective donors who will donate towards their charities.
The film festival revolves around wild animals in association with the Zoological Society of London which has an amazing collection of animals from around the whole world (zsl.org 2017). The films will attract children and their parents as well. The visitors will get opportunities to interact with doctors, biologists, herpetologists and other specialised people who are also expected to be a part of the festival.
Accessibility:
The Richmond Park is one of the royal parks in London which will be venue of the film festival. The films will be screened in the Pembroke Lodge situated in the park. The accessibility is one of the important factors in order to ensure that a large number of people attend the festival. This will ensure a pretty high amount of donation to help the charity work. The Richmond Park lies close to the Queen’s Road and has ample shops and eateries. The area is close to the tube railway stations and can be accessed by cars as well.
The park has facilities to parking cars close to it at the Pembroke Lodge. The visitors can also hire bikes to reach the place. Richmond Park has public toilets around it both for the normal and the physical disabled visitors. These factors will allow the visitors to reach the place easily and enjoy the film shows. The senior and elderly people can reach the Richmond Park easily and attend the film festival. The Richmond Park is one of London’s Natural Reserve and is appropriate for holding a film festival with wildlife’s as its theme (royalparks.org 2017).
Event Operations Plan:
Licensing and Legal Issues:
Licensing refers to gaining legal approval and permission from relevant authorities for an event. The business organisations who hire the indoor venue of the Richmond Park, Pembroke Lodge need to acquire authorisation or may be exempted from it. The licensing Act 2003 looks after obtaining licensing for entertainment and sale of alcohol. The act also rules the areas like late night refreshments. The License Act 2003 covers the holding of plays, exhibition of films, performances of bands and other forms of live music, and dance shows.
The stated act requires the event management company to apply for a temporary event notice. The Premise License has to be acquired if the intended numbers of spectators are above 499. The cultural film show is supposed to be attended by five five thousand people. Hence, Classic Entertainment Productions need to acquire a premise license under the Licensing Act 2003 (Council 2014).
Classic Entertainment Productions need to acquire a Street Collections Permit if it wants to showcase and sell goods for charity. The office of the Commissioner of Police will issue the order. It will help the charitable organisation to sell their goods at the event to raise additional money for the purpose of helping animals. However, the event management company need not acquire any license for sale of alcohol and hot food till late night because the show will spread over three days and not continue till night. The film shows are supposed to end by evenings. The act also requires the bodies who prefer to sell alcohol early in the morning to take special permission under the act 2003.
There are several laws and regulation pertaining to licensing depending on the types of public events. For example musical events for less than 500 people needs no license but if the venue is near a important buildings like schools and hospital license is mandatory. Again an indoor sporting event with less than 1000 people needs no license but events involving boxing or martial arts require license (Gov.uk 2017).
The conditions of licensing are governed by the Sustainability Strategies of the Royal Park and require all the stakeholders to operate in sustainable ways. The law covers communities who use the premise for their purposes. Thus, Classic Entertainment Productions needs to operate and holds its shows according to the sustainability laws of the Royal Park (royalparks.org.uk 2017).
Risk Management:
Risk management refers to the management of contingencies and unwanted situations like accidents due to fire and so on. The Classic Entertainment is an event management company which has several years of arranging events of various types. The event management company has a team of specialised team to manage risk and safety issues. The team is armed with years of experience and technical knowhow to tackle risks. They should first asses the risks and their likelihood presenting them on a matrix.
The film shows will see attendance of close to five thousand visitors for three days which will require the risk management team to stay on their toes.
The event management company is required to hold an insurance of minimum five million GBP to cover the risks. The team should check the entire premises to ensure that the ways leading to the halls are free from any tripping hazards like lubricants, screws and so on. They should check that the lifts are working in proper condition. The fire extinguishing team of the premises should be contacted in advance and intimate about the show. They should ensure that they fire fighting systems like water pipes and fire extinguishers are working in proper manner (Part 2014).
There should be no naked wire or faulty electrical switches and the electrical appliances should be securely insulated. The expert team of Classic Entertainment Productions should coordinate with the risk management team of the Royal Park to ensure total safety of the visitors (angus.gov.uk 2017). Classic Entertainment Productions will arrange for the sitting of the guests maintain considerable distance from the gadgets.
The electrical team of the Royal Park will assist the event managing staffs to arrange the seats. There should not any unwanted machine near the guest area (Mayell 2014). This will allow the staffs to help the guests out in case of any emergency. The generators and other heavy electrical equipments should be restricted to the basement with sufficient safety measures.
Classic Entertainment Productions should issue the badges and cards to the invitees well in advance. There should be a number of security staffs who will check the identity proofs of each guest. They should be cooperative with the guests and treat them cordially. The checking staff should report any suspicious person or thing immediately after their knowledge (King 2014). The management of both Classic Entertainment and the Royal Park should look into the matter and take appropriate actions. The security staffs in case of such expected circumstance ensure the guests that they should not panic. If any guest arrives without his card, then his identity proof should be verified by the local police station. The police should verify the person’s identity and then he can enter the premises. This stringent risk management is necessary because Britain is under the threat of radical activities and terrorist attacks (Fisher 2014).
Health and Safety:
The health and safety refer to aspects of the cultural show mostly concern the wellbeing of the spectators. The security team of the Classic Entertainment Production should ensure that there are no sharp objects or slippery things on the floor. The corridors and the rooms should be well lit and exits should be free of any blockage like furniture. The team should ensure that the halls are airy enough and there should be medical team in place to aid sick and ailing visitors. The venue possesses its own transport system to carry ailing people to the nearest medical centre or hospital. The emergency unit should ensure that it has enough stock of the basic medical aids like bandages, gauges, stretchers and so on to help if any visitor accidentally falls sick or faints (Weidman and Lpn 2014).
The pie chart below shows that slip and trip is responsible for 22% accidents. This makes it important for the security staffs to ensure highest grade of security.
The production company should ensure that the venue has sufficient supply of safe drinking water and eatables. The exit paths should be free and the crowd should be informed about fire and emergency exits.
Classic Entertainment Productions has hosted cultural events in the Royal Parks in the past. The Royal Park is a natural reserve and is home to many animals including small insects and reptiles that are capable of entering the Pembroke Lodge. The security team should ensure that appropriate measures are taken to keep small animals away. They should be prepared in case any emergency situation arises (Weir 2014).
Supply Chain Management:
Supply chain management refers to management of the suppliers to who provide materials for the events. The holding of a film festival involves a number of suppliers some of which belong to distant places. The wildlife film show to raise money of the charity will require supply of the soft copy of the films by Zoological Society of London. The Pembroke Lodge has its own provision of furniture like comfortable chairs and stands for posters and hoardings. The suppliers of drinking waters have to be contacted well in advance to ensure that they provide drinking water on time.
It was discovered that during a past event that the back stage events were not in place. I will make sure that the same thing is not repeated. Green Supply chain management will be implemented while sourcing the materials like glasses and plates for the guests. The suppliers supplying materials should source them from eco friendly sources.
CSR and Sustainability:
Sustainability can be defined as operating events so as to cause minimum environmental impact. The indoor auditorium is managed by the management of the Royal Park following the highest standards of corporate social responsibility. The staffs switch of lights and other electrical gadgets when not in use to use conservation of electrical energy (McKenna, Doylend and Thomson 2014). The waste is recycled in locations to ensure that it can be used in other forms like manures and fertilisers in the park. The park is kept clean of non biodegradable wastes like plastic and metals to ensure its sustainable maintenance (Xu and Fox 2014).
The sustainable management methods of the park makes it choicest venue to event management companies for cultural events. The visitors should not do anything which harms the animals and plants in the park. The park maintains methods of sustainable waste management to ensure sustainable and environment friendly methods of operations (Cucchiella, D’Adamo and Gastaldi 2014). The staffs under my control will ensure that they operate according to the CSR of the Royal Park.
Waste management:
Waste management is defined as controlling and recycling of wastes. The Royal Park has an excellent system of waste management and disposal. The halls are provides with their own individual waste bins which are emptied into an automatic system. The waste management system of the park is capable of handling waste from five thousand people. The staffs ensure that the toilets are provided with toilet papers and bins. They refresh areas i intervals to ensure that the toilets and the areas adjacent to them have a fresh smell (Rad and Lewis 2014).
The graph above shows waste management in the UK in three years namely 2004, 2006 and 2008. The figure shows that the recycling of waste has increased with years due to advancement of technology. The Royal Park uses modern methods of waste disposal which ensure that the negative impacts on the environment is minimised.
Classic Entertainment will ask suppliers to supply recyclable supplies like disposable paper glasses to ensure that the waste can be recycled to a great extent. The Royal park uses modern methods like landfill and data source and life cycle inventory methods to control wastes (Dong et al. 2014).
Reflections:
I have years of experience of planning and managing several cultural events for several reputed clients. The past experiences have taught me to manage the events in the smallest detail and keep control of all aspects. A dancer fainted in one of the past performances and the medical team of Royal Park immediately rushed her to the nearest hospital and she recovered soon. However a person entered the event premises in one of our previous shows without a valid identity proof and abused another person. I had to inform the police in order to take the person away. This experience has taught me the importance of security checks at such events. I changed the security check methods and made it more stringent to avoid such situation (Yin, An and Jain 2014).
I as the operations manager defined the steps along with the cost associated with them. This quality control system has helped to make sure that the film festival confirms to Six sigma method of operation management (Pyzdek and Keller 2014). Today on receiving an order of a new event, I plan the steps and operations involved in it. Then I allocate the funds and man power accordingly which helps me to manage the events efficiently.
As a new operations manager, I faced the challenge to manage the events which had large attendees. I also faced problem in the initial phase of controlling all the stages. I have learnt to plan and allocate the funds to the various steps. I prepare a budget according to the steps and identity the various costs like fixed costs, variable costs and so on. I also set capital aside for contingency and involve all the departments in the process (Schick 2014).
I often interact with professionals in other fields to learn from their experience. I attend conferences and workshops to learn new techniques of operation management. Event management requires management of several processes to ensure success of the event and client satisfaction. I interact with the representatives of the clients to know more about their needs and expectations from event management companies. This helps to upgrade my methods of managing events according to the changing needs of the clients. This helps our company Classic Entertainment Productions to deliver the highest quality of services and win their loyalty. The company has created a stable clientele for itself who helps it to earn high revenue. This commitment to quality and client satisfaction has earned Classic Entertainment a Six Sigma grade (Bauer 2014).
Conclusions:
The assignment points out that managing an event which will be attended by close to five thousand people is not easy. The manager has to take care of multiple areas like the venue, waste management, risk management, CSR and so on. The profession of managing events presents several challenges before an operations manager which also sharpens his decision making qualities. The quality of operation management contributes towards high quality execution of events. The managerial power of event manager leads to success of events which create a loyal clientele for the event management companies.
The success of the event management companies is heavily dependent on their power of executing events according to the requirements of the clients. The operation managers today maintain a strong communication with their clients and stakeholders to gain information about the new requirements and demands of the clients which they can incorporate in their management and planning of the future events. This strong communication power of the operations managers has helped the event management companies to acquire stable customer base and high revenue.
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