Management of Event Operations

Management of Event Operations

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Books in the series

Management of Event Operations

Julia Tum, Philippa Norton and J. Nevan Wright

Innovative Marketing Communications: Strategies for the Events Industry

Guy Masterman and Emma Wood

Events Management 2e

Glenn A J Bowdin, Johnny Allen, William O’Toole,

Rob Harris and Ian McDonnell

Events Design and Experience

Graham Berridge

Event Feasibility

William O’Toole

Marketing and Selling Destinations and Venues:

A Convention and Events Perspective

Tony Rogers and Rob Davidson

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Management of Event

Operations

Julia Tum, MBA MHCIMA

Philippa Norton, BA (Hons)

J. Nevan Wright, PhD

AMSTERDAM • BOSTON • HEIDELBERG • LONDON • NEW YORK • OXFORD • PARIS

SAN DIEGO • SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO

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Elsevier Butterworth-Heinemann

Linacre House, Jordan Hill, Oxford OX2 8DP

30 Corporate Drive, Burlington, MA 01803

First published 2006

Copyright © 2006, Elsevier Ltd. All rights reserved

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asserted in accordance with the Copyright, Designs and Patents Act 1988

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ISBN 0 7506 6362 6

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Julia dedicates this book to Les Trois J

Nevan dedicates this book to Joy and their 25 years

Philippa dedicates this book to Simon, Samuel and Jake

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Contents

List of figures ix

List of tables xi

List of case studies xiii

Series editors xv

The authors xvii

Series preface xix

Preface xxi

Section One: Analysis 1

1 Development of the proposed event operations management model 3

2 Event management: characteristics and definitions 9

3 Analysis of the external environment 29

4 Defining service provision 47

5 Customers, stakeholders and gap analysis 53

6 Analysis of the internal environment 72

Section Two: Detailed planning 91

7 Planning, product portfolios, and product and service

development 93

8 Product development 105

9 Supply chain management 116

10 Location management and choice 130

11 Risk management for event managers 149

Section Three: Implementation and delivery 163

12 People power – the most valuable resource? 165

13 Forecasting and capacity management 187

14 Scheduling and time management 213

Section Four: Performance evaluation 239

15 Performance evaluation 241

16 Awareness of quality 259

References 272

Index 275

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Figures

1.1 Event operations management model 6

1.2 Event operations management model, shown as an iterative process 7

2.1 Shone and Parry typology of events (Shone and Parry, 2004) 10

2.2 Getz’s (1997) typology of events 11

2.3 The triangle of management and decision-making 14

2.4 Influences on organizational decisions 16

2.5 EVR congruence showing an overlap of the three elements 17

2.6 EVR congruence showing an overlap of only the elements of values and

resources 17

2.7 EVR congruence showing an overlap of only the elements of values

and the environment 17

2.8 EVR congruence showing an overlap of only the elements of the

environment and resources 18

2.9 The transformation of resources into an event 19

2.10 The transformation process 19

2.11 Inverted triangle of investigation, moving from the general to the specific 21

3.1 Environmental forces 34

3.2 External and internal forces on the customer 35

3.3 A company requires customer satisfaction and sustainable profits 35

3.4 Interrelationships between the external environment and its impact

on the mission of the company 36

3.5 The treadmill of change and competitor action 41

5.1 The varying amounts of customer interaction 55

5.2 Identification of the relative importance of critical success factors

demanded of a venue by conference delegates 57

5.3 Comparison of critical success factors and alternative providers 61

5.4 Influence and interest of Glastonbury Festival stakeholders 66

6.1 External and internal forces on the customer 73

6.2 A virtual organization 87

6.3 Simplified events organization structure (Shone and Parry, 2004) 88

7.1 Life cycle of events 97

7.2 The Boston Consulting Group matrix 103

8.1 Ansoff’s Growth Matrix 106

8.2 Influences on the design of an event 108

8.3 Ideas are not the same as concepts 110

8.4 Flow process chart symbols 112

8.5 Flow process chart showing the movement of children at Thomas the

Tank Engine Education Week 113

9.1 The supply chain, showing resources moving forward and feedback

flowing backwards 117

9.2 The supply chain, showing resources moving forward 117

9.3 Chain of decisions and decision points 123

11.1 Impact and likelihood of risk occurring at a conference 157

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x Figures

12.1 Low procedural efficiency, low conviviality 183

12.2 Low procedural efficiency, high conviviality 184

12.3 High procedural efficiency, low conviviality 184

12.4 High procedural efficiency, high conviviality 184

13.1 The triangle of management and decision-making 189

13.2 Some factors that influence capacity 202

13.3 Level capacity 203

13.4 Capacity and resource provision chasing the fluctuating demand 205

13.5 Demand being smoothed by encouraging a more consistent flow to

and within the event 206

13.6 Seasonality comparison (periods 1
2) 207

13.7 Seasonality comparison (periods 3
4) 208

13.8 Seasonality comparison (periods 5
6): half-term holidays 208

13.9 Seasonality comparison (periods 7
8) 209

14.1 Stages of scheduling 219

14.2 One part of a network diagram 226

14.3 Stage 2: setting precedents and times 227

14.4 Stage 3: add earliest start and finish times 227

14.5 Stage 4: add latest finish time for each activity 228

14.6 Stage 5: work out float time 229

14.7 Gantt chart: 1 week to go 231

15.1 The control cycle element of the fourth section of the event

operations management model 243

15.2 Silver’s research-evaluation continuum model 254

15.3 Ishikawa diagram examining the causes of no lighting in

portable toilets 256

15.4 Fishbone diagram examining consequences of unexpected

high attendance 256

16.1 Just in time management 269

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Tables

5.1 Customer requirements with subdimensions 57

5.2 Desired service compared to perceived service 66

5.3 Customer service rating 69

6.1 Identifying resources required to deliver the CSFs 79

10.1 Evaluating weighted criteria using a fictitious event management

company, which organizes university award ceremonies

throughout the UK 136

10.2 Evaluation of weighted criteria identified by the bride and groom for

a wedding planning company 137

11.1 Extract from an event risk analysis sheet for a conference 158

13.1 Forecast from past period’s actual 195

13.2 Forecasting by past moving average 196

13.3 Forecasting by moving average 196

13.4 Four-period moving average 197

13.5 Seasonal factors 198

13.6 Forecast for year ahead 198

13.7 Adjusted average 199

13.8 Adjusted forecast 199

13.9 Exponential smoothed average 200

13.10 Trends 201

14.1 Network planning: the critical path method 225

15.1 Balanced scorecard for New Year’s Eve celebrations in a capital city 250

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Case studies

2.1 Skipton 12

2.2 NYC & Company 14

2.3 Royal Ascot 20

2.4 RHS Chelsea Flower Show 24

3.1 Mission statements 32

3.2 Edinburgh Hogmanay Festivities 39

3.3 Economic factors that can influence event costs 40

3.4 Internet technology 42

4.1 Carnaval Miami 50

4.2 The golf club 51

4.3 Product launch 51

5.1 Edinburgh International Conference Centre 58

5.2 Dolce International Corporate Headquarters 59

5.3 Carnival parades 64

5.4 The Glastonbury Festival 65

5.5 Jagger beats sore point to wow fans 67

6.1 Christmas Concert in a cathedral 80

6.2 The Bakewell Show 81

6.3 Royal Agricultural Winter Fair 82

6.4 Perth Royal Show 83

7.1 The Royal Horticultural Society 96

7.2 The Mitsubishi Motors Badminton Horse Trials 98

7.3 The Notting Hill Carnival 100

8.1 Royal Ascot 108

8.2 Thomas the Tank Engine Education Week 112

9.1 Star Events Group 121

9.2 Reed MIDEM 124

10.1 32nd America’s Cup 132

10.2 Setting up an overseas event 135

10.3 British Grand Prix 139

11.1 Insurex 154

11.2 Rock concerts 155

11.3 National Outdoor Events Association 160

12.1 Prestbury House Hotel 169

12.2 Torquay Leisure Hotels (1) 170

12.3 Torquay Leisure Hotels (2) 172

12.4 The Alexandra Blossom Festival 173

12.5 USA Swimming 174

12.6 Athens 2004 180

13.1 Fleadh CheoiI na hEireann 190

13.2 Ernst & Young 201

13.3 The Ice Cube 207

14.1 World Rally Championships Production Cars 215

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xiv Case studies

14.2 Robbie Williams Concert 216

14.3 A Business Awards Ceremony 221

14.4 Addingham Gala 231

15.1 British Association for Counselling and Psychotherapy 245

15.2 Sydney Festival Australia 247

15.3 Edinburgh Festival Scotland 252

16.1 Re-enactment of the Battle of Tewkesbury 262

16.2 The Baftas 263

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