EVN301: Events Policy and Strategy - Event Proposal - Management Assessment Answer

Subject: EVN301 Internal Code: D_AI_DEGA_AHG

Management Assessment Answer

TASK: a) Research and discuss the critical strategic role that events play, within governments, communities, and corporations. b) Compare and contrast the links between policy, strategic objectives and strategic processes, within the context of event planning for businesses, government and communities. c) Analyse the processes, tools, and techniques of strategic development, as it pertains to event planning. Context This assessment will allow you to demonstrate your creativity and strategic thinking. What is the difference between an event that leaves a ‘mark’ on the people who attend, that everyone loves and remembers; and an event that simply becomes a “past event” on the calendar? Your challenge is to design an original major event that will have a positive impact on the host community. However, the concept itself will not be enough to make the event a success; you will need to thoroughly consider your event strategy and execution to ensure long-term viability and growth of the event. Things to consider will be the target demographic, stakeholders and their objectives, locations and venues, financial feasibility, facilities required and available, and associated risks. Through designing your event, you will show evidence of strategic thinking by fulfilling a gap in the market, utilizing local resources, catering to an underrepresented community group and/or fostering community development. Part A: Event Proposal Instructions Choose one of the local councils used in the first assessment task by you or your classmates (Policy Analysis Post). Having the location and the policy in mind, you will develop an original major event proposal to fit within the strategic requirements of the local council and the variety of stakeholders involved. You need to clearly identify the stakeholders for this purpose. Note: a major event is an event that has important consequences, such as a conference or exhibition, a major product launch or a government VIP event. This includes public events, such as festivals and concerts, with over 10,000 people. Step one – Design your event concept Your event concept must:

• Be designed with the local community in mind
• Needs to be either be “supported” or “approved” by local authorities
• Has an objective other than financial gain
• Has a physical location (cannot be an online event

Step two – Identify stakeholders In your event brief, you must:

• Identify the key stakeholders
•  Describe the target demographic for the event and how they will be reached
•  Explain why the target demographic would enjoy/participate in the event Step three – Event execution
•  What location/s will be used?
•  What facilities are required versus those available
• A brief overview of the planning timeline
• An overview of how the event marketing plan and communication to the host community Step four – Event feasibility Provide:
•  A brief explanation of how the event will be funded (Sponsorship? Ticket sales? Grants? Corporately owned?)
•  Perform a high-level SWOT Analysis and briefly explain how you will mitigate any perceived weaknesses or threats

Part B: Strategic Analysis Instructions In Part A you designed a major event, in Part B you are tasked with writing a compelling argument to the local council as to why they should approve or support your event and detailing what that support would look like. You need to succinctly address in your report the following:

• Where there is alignment between your event and the local council’s strategic objectives
• The positive impacts your event will have on the local community and how this will be measured
•  How you will mitigate any negative impacts of the event
•  What type of event support you are seeking and why Your response should be detailed and provide specific examples of how your event is aligned with the local council / governing body’s strategic objectives for their community.

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