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Alton Towers Resort
Business of Leisure
PLANNING AN EVENT
Event management
“The process by which an event is planned, prepared,
produced and evaluated.”
Event-mania
• In pairs, list as many
different types of events as
you can – big and small.
• Think of examples, e.g.
Music concert, birthday
party etc.
Alton Towers Resort events
Scarefest Halloween event
Masquerade Ball
Pink concert
Fireworks display
Alton Towers Resort events
Corporate
Consumer
Event Manager
• You are an Alton Towers
Resort Event Manager.
• Big Company has contacted
you because it is interested
in organising a corporate
event. Study the
information on Student
Worksheets 9- 10.
• You need to propose an
event that will meet Big
Company’s needs.
Evaluating corporate
event success
•
•
•
•
How would you rate the event?
Suggestions for improvement?
What did you enjoy most / least?
How would you rate the event
leader?
• How would you rate the
organisation of the event?
• How would you rate the food?
• How would you rate the
accommodation?
• How much fun did you have on a
scale of X to X?
• Do you think the time was
planned / filled well?
• Would you recommend the event
to another company?
Key considerations
Marketing
Venues /
location /
equipment
Staff
Traffic /
signage
Budget / ROI
Considerations
Emergency /
evacuation /
first aid
Legal /
insurance /
health &
safety
Audiences /
numbers
Timing
Environment
/ noise
Event four Ps
Place:
Where will the
event take place, is
it accessible, how
and where can
customers buy
tickets etc?
Promotion:
Price:
How will we
promote the event,
who are our target
market, what is the
best media to use
etc?
What are our costs,
how much is our
revenue, what is
the ticket price, ROI
etc?
Considerations
Product:
What will the event
be, how can we
make sure it is a
quality experience,
what will make it
unique etc?
Scarefest
Scarefest
Who is Scarefest
targeted at?
• Consumer event
• Audiences:
– ‘Up for it’ families with
children
– 16-24 year old ‘thrill
seekers’
Scarefest
Explain the four Ps • Product - a combination of
indoor and outdoor scare
for this event.
attractions for people looking
for scary Halloween
experiences.
• Promotion – target market is up
for it families with children and
thrill seeking young people.
Range of media was used to
target them, including PR, direct
mail, press advertising and
digital.
Scarefest
Explain the four Ps
for this event.
• Price – value for money price
packages were offered
specifically for adults, children
and families.
• Place – event took place on
the Park, helping to drive
more visitors during
Halloween. Tickets could be
purchased online, at the Park
and by phone.
Scarefest
What are the benefits of • Drives more visitors to the
park during Halloween.
this event to Alton
• Drives extra revenue.
Towers Resort?
• Provides a unique and
memorable experience for
visitors, creating ‘talkability’.
• Provides a good opportunity
to gain media attention and
to advertise the park.
Scarefest
How could Alton Towers • Customer surveys
Resort evaluate
• Staff surveys
whether the event has • Awareness amongst
customers / marketing
been a success?
analysis
• Track and measure:
– Objectives delivered?
– Financial targets
achieved?
– Deadlines achieved?
Event evaluation
Key
learning
Financial
analysis
Review
meeting
Objectives met
Marketing
analysis
Deadline
achieved
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