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What is an Event?

An event can be described as a public assembly for the purpose of celebration, education, marketing or reunion. Events can be classified on the basis of their size, type and context. An event can be:

1) Social / lifecycle events


Events like Birthday party, Hen/Stag party, Graduation day, Bachelor's party, Engagement, Wedding, Anniversary, Retirement day, Funeral etc.

2) Education and career events


Events like education fair, job fair, workshop, seminar, debate, contest, competition etc.

3) Sports events
Events like Olympics, World Cup, marathons, Wimbledon, wrestling matches etc.

4) Entertainment events

Events like music concerts, fairs, festivals, fashion shows, award functions, celebrity nights, beauty peagents, flash mob, jewellery shows, stage shows etc.

5) Political events
Events like political procession, demonstration, rally, political functions etc.

6) Corporate events
Events like MICE (meetings, incentives, conferences, exhibitions), product launches, road shows, buyer-seller meet etc.

7) Religious events
Events like religious festivals / fairs, religious procession, Katha, Pravachan, Diwali fair, Dusherra fair etc.

8) Fund raising/ cause related events


Any event can be turned into a fund raising or cause related event e.g. auctions.

Event planning
From Wikipedia, the free encyclopedia

Event planning is the process of planning a festival, ceremony, competition, party, or convention. Event planning includes budgeting, establishing dates and alternate dates, selecting and reserving the event site, acquiring permits, and coordinating transportation and parking. Event planning also includes some or all of the following, depending on the event: developing a theme or motif for the event, arranging for speakers and alternate speakers, coordinating location support (such as electricity and other utilities), arranging decor, tables, chairs, tents, event support and security, catering, police, fire, portable toilets, parking, signage, emergency plans, health care professionals, and cleanup.

Steps to planning an event


The first step to planning an event is determining its purpose, whether it is for a wedding, company, birthday, festival, graduation or any other event requiring extensive planning. From this the event planner needs to choose entertainment, location, guest list, speakers, and content. The location for events is endless, but with event planning they would likely be held at hotels, convention centers, reception halls, or outdoors depending on the event. Once the location is set the coordinator/planner needs to prepare the event with staff, set up the entertainment, and keep contact with the client. After all this is set the event planner has all the smaller details to address like set up of the event such as food,drinks, music, guest

list, budget, advertising and marketing, decorations, all this preparation is what is needed for an event to run smoothly. An event planner needs to be able to manage their time wisely for the event, and the length of preparation needed for each event so it is a success. [edit]Event

planning as a career

Event planning is a relatively new career field. There is now training that helps one trying to break into the career field. There must be training for an event planner to handle all the pressure and work efficiently. This career deals with a lot of communication and organization aspects. There are many different names for an event planner such as a conference coordinator, a convention planner, a special event coordinator, and a meeting manager. To read more about people involved in event planning and production, see Robert (Bob) Jani, Tommy Walker and Andrea Elizabeth Michaels. Event planners' work is considered either stressful or energizing. This line of work is also considered fast paced and demanding. Planners face deadlines and communicating with multiple people at one time. Planners spend most of their time in offices, but when meeting with clients the work is usually on-site at the location where the event is taking place.[1] Some physical activity is required such as carrying boxes of materials and decorations or supplies needed for the event. Also, long working hours can be a part of the job. The day the

event is taking place could start as early as 5:00 a.m. and then work until midnight. Working on weekends is sometimes required, which is when many events take place.[2] [edit]Publications

and resources

Many business-to-business trade publications exist to help event planning and production professionals become educated about the issues and trends in their industry. Many are controlled circulation publications available at no cost to qualified event professionals. Qualification is based on multiple variables like job title, company type, industry segment or geographic region, and is at the publisher's discretion.

People Involved in Organizing an Event


The number of people involved in organizing an event depends upon the size and scale of the event. While organizing a small party may require only one or two people, organizing a very large event like olympics may require several thousand people. An event management company can have following event professionals:

1) Event Manager/Event Planner

He has following responsibilities: 1. He is responsible for planning and producing the whole event. 2. He is responsible for procurement management and resource management. 3. He formulates, prepares and implement risk management plan (risks related to event planning and production).

2) Event Coordinator
He is responsible for coordinating with all event professionals and ensures that business operations are efficient and effective.

3) Information Manager
He has following responsibilities: 1. He manages the information acquired through different sources. 2. He is responsible for the documentation of all business operations carried out pre-event, at-event and post-event. 3. He maintains database of service providers, delegates, guests, organizers, sponsors, partners, clients, target audience, media people and various govt. departments officials. 4. He formulates, prepares and implements the risk management plan. (risks related to information management like loss of data)

4) Logistic Manager

He has following responsibilities: 1. Responsible for custom clearances and other clearances. 2. Responsible for warehousing of cargo 3. Cargo Insurance 4. He is expected to move goods and merchandise from one destination to the other in the most efficient manner. 5. He is responsible for procurement management and resource management. 6. He formulates, prepares and implements the risk management plan. (risks related to logistic management like cargo theft etc.)

5) Security Manager
He has following responsibilities: 1. He is responsible for formulating, preparing and implementing the security plan and strategies. i.e. how to protect delegates, guests, service providers, organizers, sponsors, partners, clients, target audience, goods and merchandise etc. 2. He does procurement management and resource management. 3. He formulates, prepares and implements the risk management plan. (risks related to security like stampede, brawl etc)

6) Infrastructure Manager
He has following responsibilities: 1. He does procurement management and resource management.

2. He is responsible for setting up and dismantling the infrastructure for the whole event like: a. Construction of boundary walls, entrance and exit gates, driveways, walkways and parking lots b. Construction of AC/Non AC hangers/ halls, seating arrangement, stage design/ set up. c. Construction of green rooms, staff rooms, storage rooms, power rooms, toilets, sewage systems, stalls, counters, booths and kiosks. d. He is responsible for setting up electricity, water and phone connections. e. He is responsible for conservancy (i.e. cleanliness). 3. He formulates, prepares and implements the risk management plan. (risks related to infrastructure management like sudden shortage of workers, materials, power failure etc)

People Involved in Sponsoring an Event


The following people are involved in supporting an event: - Organizers - Sponsors - Partners - Clients - Supporting Agencies These people can either be an individual or a company. They either finance the whole event or some of its part or provide some service either at subsidized rate or for free.

Organizers
An Organizer finances maximum amount of money in an event. Therefore he has maximum control over the event. Among sponsors, principal sponsor finances maximum amount of money. Depending on the amount of money financed, a sponsor can be a principal sponsor, co-sponsor or associate sponsor.

Sponsors
Similarly, depending on the type of service financed, a sponsor can be: a venue sponsor, gift sponsor, crown and jewellery sponsor, catering sponsor, badge sponsor, banner sponsor etc.

Partners
Partners generally provide services either at subsidized rate or for free like media partners (which provide ad space), promotional partners (which do publicity), logistic partners (which move goods and merchandise from one destination to the other in the most efficient manner). Media partners can be: a newspaper partner, magazine partner, TV partner, Radio partner, Phone partner, Online partner or Outdoor partner. Any college, institute or publication can become: a knowledge partner, Research Partner, Scholistic partner, Holistic partner or Academic Partner to support an event.

Supporting Agencies

Supporting Agencies (either goverment or private) can also support an event by either financing the event or donating some service.

Career in Event Management


Event management is a multi million dollar industry which is growing at the rate of 150% per annum with events being hosted almost daily. So making a career in event management is a good choice. Organzing a perfectly synchronized, well planned, well conducted and memorable event, requires the supervision and services of well trained and experienced event professionals. Therefore event management companies are always on a look out for event professionals. The success of an event manger depends upon how well he organized the event and up to which extent he is able to achieve event and marketing objectives. The salary of an event manager depends upon his qualification, amount of exposure to events, media and corporate contacts. Working as an entrepreneur after two or three years of work experience is strongly recommended. If you can give value for money to your sponsors than sky is the limit for your income.

Event Manager Skills


Event management is a career which demands lot of hard work, high degree of energy, flexibility and motivation, good communication skills, strong networking, excellent PR (Public

Relation) skills, eye for detail, strong organizational skills, leadership qualities, diplomacy, patience, market awareness and tons of creativity.

Event Manager Qualifications


There is no minimum qualification requirement to become an event manager for non-corporate events. Any person with strong organizational skills and excellent PR Skills can organize non-corporate events. However for organizing corporate events a degree/diploma in event management, PR, tourism, hospitality management, business administration or marketing is a must. This is because corporate events are organized to promote and sell company's products or services or to build/enhance its brand image. A person with 2-3 years of work experience in the field of sales/marketing can also organize corporate events without any formal education in event management or business administration.

How to become Event Planner


You can start your career in the event management field either by joining any event management company as a trainee/apprentice or by joining an event management institute as a student. The advantage of the latter is that you can learn things quickly and become a certified event professional too. What other

people learn over several years through work experience, you can learn in 6 to 12 months through certified event management courses. Although such certification is not mandatory to work in an event company but one from a reputed institute can be a head start for you if you want to excel in this field at a faster pace. By being certified you can demonstrate competitive distinction, and that you have the knowledge, training, experience, judgment and ability to plan and manage a successful event. Event management companies and media houses are slowly but gradually recognizing the value of certified event professionals and in the near future they will be given priorities in event jobs. Keep one thing in mind. No event management company organizes all type of events. There are some companies which organize only corporate events; some organize only trade shows while some other may organize only fashions shows, concerts or wedding. Therefore first decide the event which you like the most and then join the company which is specialized in organizing that event. For example if you like music concerts then you can join the company which is specialized in organizing music concerts.

Life of an Event Manager


Life of an event manager is very hard. This is certainly one of the hardest jobs on the planet. You may have to work under the blazing; scorching sun throughout the day. You may have to stay away from your family for several months.

If you are not very social and flexible then event management is not for you. By flexibility I mean, you must be ready to work/travel 24/7. There are no fixed working hours in this field. You may have to work 36 hours in one stretch. You may have to report for duty at 4' o clock in the morning or you may have to stay at the venue (your workplace) for several days. Organizing exhibitions/trade shows is one of the toughest job in event management. You should go in the exhibition management field only when you are physically fit and can bear great amount of physical exertion. Remember the real money in event management is only for the entrepreneurs. So if you lack leadership qualities and entrepreneur skills or don't have any plan to start your own businesses later then dont waste your time here. Mark my words "There is either very little or absolutely no possibility of growth for those who don't want to become entrepreneurs or those who are not MBAs/sales/marketing professionals." If you are looking for 9 to 5 job in an AC environment with higher pay scales, higher possibility of growth and 5 working days then go to IT field.

How to Form an Event Management Company


Are You Ready?
Want to start an event management company? Wish to earn those great bucks? First make sure you know where you are

You are heading into event planning business where you will need solid social networking and business development skills to survive. Your success in this business will depend upon, not only on your experience and knowledge level but also on your contacts (public relations), negotiating, marketing and entrepreneur skills. Here I should assume that you have been working in the event industry (or sales or marketing industry) for the last couple of years (at least 2 years) and that now you are confident you can find clients for yourself. Just like in any other business, there are certain skills which you must have in you, if you wish to succeed in the event planning business: 1. -You manage people effectively and get the job done. 2. - You know how to manage time and prioritize your tasks. 3. - You can find new and innovative ways to solve problems. 4. - You are good in decision making. You first evaluate your options and then decide. 5. - You know how to talk to clients and close sales. 6. - You have the ability to sell your ideas. 7. - You have the ability to market your services. 8. - You know how to manage cash flows and keep track of financial transactions. 9. - You understand team formation. 10. - You have leadership qualities. 11. - You know how to motivate yourself and others. 12. - You have strong analytical ability and eye for detail. If you wish to excel in the event management field at as faster pace, then get certified. There are many event planning certification which can prove helpful in becoming a certified event planner. Such event management certificates

demonstrate competitive distinction and that you have the skills, knowledge, experience and ability to plan and manage a successful event.

Good ideas for starting an event management company:


Step 1: Decide the services you wish to sell
A service is something which is intangible like: wedding planning, party planning, organizing music concerts, fashion shows, conducting MICE (meetings, incentives, conferences and exhibitions) etc. Choose those services in which you have a strong hold, in which you have majority of your experience and expertise and which can generate maximum revenue for you. Don't try to be jack of all trades and sell all event planning services one can think of. If majority of your experience is in wedding planning, then wedding planning is best for you. Don't try to get into corporate meetings, just because the market is better. Corporate meetings are different from the weddings in terms of planning, implementation and evaluation. In fact every event is planned, executed and evaluated differently and therefore you can't organize all type of events.

Step 2: Do market research, competitor's analysis and SWOT analysis.


Market Research for Event Management Company

Market means your target audience i.e. people who may be interested in your events. It also includes those clients who may be interested in hiring your event management services. If your target audience are least interested in the type of event you organize, then you won't get any audience. Say you want to organize a rock concert in the country of Oman. But people there are least interested in such type of events. It means there is no market for your event in that country. If you organize the event there, it will fail for sure. Similarly if you wish to organize a Christmas Carnival in an area where majority of people are Muslims, then you can't expect many footsteps. Therefore it is very important that you find out in advance who are your target audience (i.e. their age group, sex, qualification, profession, lifestyle, income, liking, disliking, customs, religions, traditions etc), where there live and what are their desires and expectations from your event. To do market research you will have to do survey in the area (town/city/state/country) where you wish to organize the event. If you wish to open a wedding planning company and there are hardly two or three weddings in a year in your area, then selling such type of services is not commercially viable. Competitors' Analysis Find out: - who are your competitors - Where they live? - What are their employee base (i.e. number of employees) - Client base (i.e. number of clients)

- Market value (i.e. what is their reputation in the market) - Market share (i.e. how much business they have occupied) - Turnover (i.e. annual sales)? - How many events they organize in a year? - Why people attend their events? - What is so special about their events? - How do they get clients and sponsors for their events? All this will help you in developing a better business plan for your event management company.

SWOT Analysis for Event Management Company SWOT analysis is used to evaluate the strengths, weaknesses, opportunities and threats involved in your event planning venture. In SWOT: 's' stands for strengths, 'w' stands for weaknesses, 'o' stands for opportunities and 'T' stands for threats. Strengths Determine your resources and capabilities and how they can be used against your competition and in favour of your target audience. What advantages do you have? What you can do better than the others? Weaknesses Determine the resources you lack. Determine the advantages your competitors have. What could you improve? What you should avoid? Opportunities Look at your strengths and determine which opportunities are opened for you. Determine how you can open up even more opportunities by eliminating some of your weaknesses. Threats Changes in external environment (like changes in economy or

market trends) or any unfavourable situation can pose threat to your company or business. Determine all present and possible threats to your business venture. It can be the presence of a very powerful competitor or new or innovative ways of organizing events or a heavy tax on entertainment.

Step 3: Prepare business plan for your event management company


You will develop your business plan on the basis of market research, competitors' analysis and SWOT analysis of your event management company. Before developing your business plan, you should keep some points in mind: 1. Be realistic and avoid optimism while estimating capital requirements, sales and profits. 2. Don't ignore developing strategies which may come handy in case of adversities in your business. Following steps can be adopted for developing a business plan for your event management company: 1. Outline your business objectives. What do you want to achieve in short term and in long term i.e. what is the mission and vision of your event planning company? However don't stick too much with long term objectives as they may become meaningless after a long time or changes in market situation. 2. Determine your staffing needs and what should be their skill sets. Develop the organizational structure of your event management company. Outline your own skills, knowledge and experience and determine how they can be used to achieve business success. Prepare resume of yourself and all

of the people who will be involved in your business. These resumes will come handy when you will look for partners/investors later on. 3. Determine how exactly you will find clients? How you will approach them and how you will sell your services. How you will expand your business? What will be your rules, regulations, policies and procedures regarding payments, reimbursement, penalties, cancellation and behaviour? 4. Estimate your capital requirements for one whole year. How you will manage the cash flow? 5. Prepare a contingency plan i.e. what strategies you will adopt in case of capital loss, economic crisis or market downturn.

Step 4: On the basis of your business plan determine your operating cost
i.e. the cost to run the business.

Step 5: On the basis of the operating cost, decide your own fees and the staff salary. Step 6: Get investors/ business partners for your event management company
on the basis of market research, competitors' analysis, SWOT analysis and your business plan.

Step 7: Decide name and logo of your company and its status
i.e. whether organization will be a company, firm or establishment.

Step 8: Premises, recruitment and marketing your business


Hire office. Buy office stationary and recruit staff. Launch a new flashy website which effectively describes your business and services in great detail. Hire an internet marketing professional to promote it. If you won't promote your website, then nobody will visit your website. So in that case your website will be as good as nothing. Through your website, your business will get global presence, 24 hours a day and 365 days a year. You can also expect to get lot of clients once, your website becomes popular.

Step 9: Register your Company


If you have opened a company then get it registered under the Company's Act'. If you have opened a firm then get it registered under the 'Indian Partnership Act'. If you have opened an establishment, then get it registered under the 'Shops and Establishment Act'.An event management company is just like any other company. So whatever rules and procedures are required to start a company, also applies to an event management company.

Step 10: Register to pay tax


Following taxes are to be paid by an event management company. Income Tax, TDS (Tax deducted at source), service tax, entertainment tax and taxes related to moving goods and merchandise from one destination to others. Get PAN card to file Income Tax return. TAN card to file TDS return. Get registration for service tax. The service tax on event management companies in India is 12.36%

Let's start by providing the ITIL definitions for an 'Event' and 'Event Management':

Event - A change of state that has significance for the management of a Configuration Item orIT Service. Event Management - The process responsible for managing Events throughout their lifecycle.

Technical, Application, IT Operations Management and Service Desk Event Management is often undertaken by Technical or Application Management or if it exists separately, IT Operations Management or Service Desk. It is common place for Event Monitoring and first line support to be provided by IT Operations

Management. Operators in each of the areas will be tasked with monitoring events, responding as required, which may include generating incident reports. The instructions regarding what needs to be done when and by whom should be defined in the Standard Operating Procedures (SOPs). Where an Operations Bridge exists, Event Monitoring is often a fundamental responsibility, together with the initiation, coordination and even performing the responses required by the service such a first-level support for those events that generate an incident.

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