Planning and Evaluation Event Management

Question: Discuss about the Planning and Evaluation for Event Management. Answer: Introduction: This report emphasizes on the planning and evaluation of the performance of three events namely Christmas market, conference and wedding. Besides this, internal and external analysis of the events is also done by the use of SWOT analysis. The Christmas market named Pyrmont market in Sydney provides variety of products to customers to enhance the shopping experience for them at the market. It provides gifts and food stalls along with the execution of the live performances at the stage and street during Christmas. In addition to this, petting zoo is also considered a attraction point for children as they get an opportunity to handle and feed the domesticated animals. This market is organized once in a year during Christmas in order to offer different products and entertainment services to families who visited the market. It includes entertainment, food stalls and stalls for children of different activities like games, rides and swings. This is the main attraction for children. In addit ion to this, this market is also organized to raise funds from different charity activities. It has been organized from past three years as it gain support from the neighboring villages and local communities. Besides this, there is also a presence of Santa Clause which sings different jingles and give gifts to children. Pyrmont is the market that attracts large number of people by spreading awareness related to different activities carried out in the market. The Pyrmont market has raised $62000 from charities in the year 2013 (City of Sydney, 2016). The 5th International Academic Conference is held in Sydney in the year 2016 by University of Sydney . This conference provides information related to contemporary academic practices and identities in a complexities and multiplicity. This conference focuses on the academic practices carried out by the university and the way in which it is beneficial for the students and staff (The University of Sydney, 2016). Wedding and Events of Australia emphasizes on providing information related to recognizing needs of elite brands in the Australian wedding market. It also delivers good experiences to brides on their wedding day. It is the member of that organization which provides support business network for wedding industry (Wedding Expos Australia, 2016). SWOT Analysis The Pyrmont Christmas Market provides full entertainment to families in afternoon. Besides this, it is also supported by neighbouring villages and local communities as it raise funds for charity purpose. Besides this, it also attracts children by providing variety of food stalls, Santa Clause and gifts. Along with this, another strength is that there is an organization of live performances of dance and music on stages and streets (Shone and Parry, 2004). Besides this, the strength of academic conference is that it facilitates in providing information related to the changes that could be bring in the organization in order to attract more number of students. Besides this, it also facilitates in upgrading the skills and abilities of the staff which in turn helps in providing information related to contemporary issues in education. This also provides information related to new technologies used by other institutions for developing new skills in students as per the requirement in the industry (Jordan and Truly, 2016). In addition to this, the strength of the wedding event is that the organisation focuses on providing best suppliers to the brides so that they look special and beautiful and become centre of attraction on the occasion of their wedding. In addition to this, it also help customers to book a venue, caterers and other personnel by making an order online. Besides this, customers can select different vendors by comparing their services and select the best supplier (Bowdin, 2010). Weaknesses The weakness of a Christmas market is that it is organized during the month of Christmas and once in a year to celebrate the festival. In addition to this, the weakness of the wedding event is that it focuses on organizing of the different activities which are related to the wedding ceremony. Along with this, it focuses on the background of the bride and groom at the time of organizing the wedding ceremony. Besides this, the academic conference is organized for the purpose of catering to the needs of academicians, teachers and students. It is the conference organized for the purpose of providing information related to the activities to be pursued in the University of Sydney for approximately 2 to 3 days (Raj and Musgrave, 2009). Opportunities The Pyrmont Christmas Market attracts large number of visitors as it provides facilities to them at free cost. The main reason behind it is that it is organized to celebrate the Christmas festival. When the event is organized John Street is closed. The other reason to attract more number of visitors is that variety of events is organized in this Christmas market. This is the reason that customers from all ages are attracted towards the Christmas market (Mallen and Adams, 2013). The 5th International Academic Conference has an opportunity to make comparison of the activities carried out in the University of Sydney with other Universities. Besides this, it can also focuses on different contemporary academic issues that are faced by the academic universities in the world which helps in attracting more number of visitors in the conference as it facilitates in providing knowledge to them (Masterman, 2014). Wedding and Events of Australia has an opportunity to organize bridal fairs which results in increasing the customer base of the company and thereby its sales and profits. In addition to this, organization of bridal expos also facilitates in providing information related to prices and features of different activities carried out in the wedding under one roof. This helps in attracting more number of brides to the event (Bowdin, et al. 2012). Wedding and Events of Australia have a threat of competition from different players in the market such as Wedding Planning Association of Australia and Wedding Expos Australia. Along with this, it is also necessary for the organization to bring new suppliers with new ideas and thoughts as per the changes occurred in the fashion industry and preferences of consumers (Damster and Tassiopoulos, 2005). There is a presence of intense competition for Pyrmont Christmas market as there are large number of markets organized during the Christmas in different regions of Australia such as Christmas Twilight Market and so on (Jones, 2014). Various conferences are held in the region related to academic domain which focuses on different issues faced by the education industry in the region which might be a threat for the conference organized by University of Sydney. It is essential for the University to organize conferences on different issues at regular intervals in the city for the purpose of spreading awareness regarding the changes taken place in the business environment for the purpose of sustaining in the market place (Anderson, 2010). The concept for organizing the Christmas market is that it emphasizes on the occurrence of different activities such as stalls, petting zoo, live performances and so on to provide entertainment to the families that visit the Christmas market (Saayman, 2012). The concept behind organization of the academic conference is to provide and spread information related to the changes occurred in the business environment that has a significant impact on the activities of the education industry. It also emphasizes on the changes adopted by the educational institutions to cope up with the changes (Damm, 2011). The concept of the wedding event is to provide information related to the sources required and the activities that needs to be carried out in the wedding event such as information related to latest trends in clothing, catering services and decoration services. It provides information related to plan a wedding in an effective manner (Bladen, et al. 2012). Australians spend approximately $2000 in the holiday season to celebrate Christmas in a unique manner. Approximately $600 is spent on the Christmas gifts by Australian people during the festival season which is composed of 60% of their savings (Jordan and Truly, 2016). Besides this, the income for academic conference is composed of funding from sponsorships and registration of the visitors and speakers. The expenses include rent of the venue and internet, transport, food and conference pack. It is estimated that the expenses of the academic conference is approximately 40000. The income from the academic conference would be 71000 (Shone and Parry, 2004). The budget for wedding event includes cost for registration of wedding professionals that participate in wedding expo such as honeymoon, bridal dresses, florist, wedding photography, wedding cars music, make-ups and so on (Masterman, 2014). The objective of the Christmas market is to provide gifts to visitors or customers by Santa Clause. Besides this, the other objective of such an event is to provide different activities that provide entertainment to the visitors during festival (Saayman, 2012). The objective of wedding event is to provide information related to different wedding professionals to brides under one roof so that they can compare and select the best vendor (Bladen, et al. 2012). The objective of the academic conference is to provide knowledge regarding the changes taking place in the education industry and the strategies that can be adopted by professionals to meet the changes in order to remain competitive in the market (Damster and Tassiopoulos, 2005). Stakeholder Mapping Stakeholders are the entities that has an interest in the activities carried out in the event. The stakeholders of Christmas market include customers, traders and investors. The stakeholders of an academic conference include audiences, speakers and sponsors. The stakeholders of a wedding event include brides, sponsors and wedding professionals. These stakeholders get information related to the event by the use of promotional techniques by the organizer of the event in order to create a buzz among the customers and audiences of the events (Damm, 2011). The bid proposal for wedding event is 40000. The bisd proposal for the gifts in the Christmas market is $500. The bid proposal for academic conference is $30000. The main activities that are provided in Christmas market is chording of jingles, petting zoo and live stage performances and street performances and food stalls and gifts by Santa Clause. Besides this, the feasible activities that are included in conferences includes sitting arrangement, selection of the professionals to speak on a topic and provision of the adequate breaks for lunch, and selection of the feasible location to organize academic conference. Along with this, wedding event includes activities such as obtaining a list of wedding professionals and select the best professionals in order to increase the number of brides visiting the event. This results in increasing the brand value of the event (Masterman, 2014). In addition to this, the performance of the events such as Christmas market, wedding event and academic conference is evaluated by taking feedbacks from the audiences, visitors and customers and meet their needs in an effective manner in future. Besides this, it can also be evaluated by taking a broad picture of the number of visitors, customers and audiences visit in the event. This can be measured by viewing the number of registrations made in the event (Bowdin, et al. 2012). The Christmas event is a successful event organized in Sydney. The event has received positive feedback from the visitors. Besides this, the academic conference has attracted a large number of education professionals who put questions associated with the topic of the conference in front of the speakers and obtain justified answers to their questions. In addition to this, the wedding event has also results in achieving high volume of sales by the traders in the exhibition and considered as an successful event organized by the organizers (Bowdin, et al. 2012). The comparisons have been made between the set standards and actual performance after measuring the actual performance. After the comparison, if any deviations have been found out then corrective actions would be taken to meet the standard performance (Bowdin, et al. 2012). Conclusion It can be concluded that the report emphasizes on the SWOT analysis of three events such as Christmas market, wedding event and academic conference in order to gain knowledge regarding the factors such as internal and external factors that influence the activities carried out in the event for the purpose of achievement of customer satisfaction. This also results in increasing the number of the visitors in the event in next year. Besides this, there is also a discussion of the planning of such events next year in a successful manner. It describes that the stakeholders are different for these three different events. It can also be concluded that for organizing an event in a successful manner, there is a need of selection of the best activities which are aligned to the planned budget. References The University of Sydney. 2016. Academic Identities Conference 2016. [Online]. Available at: https://sydney.edu.au/education-portfolio/ei/getinvolved/aic2016/default.htm#.WFNbT9V97IU [Accessed on: 15 December 2016]. Wedding Expos Australia. 2016. Australias Favorite Wedding Expos. [Online]. Available at: https://weddingexposaustralia.com/ [Accessed on: 15th December 2016]. City of Sydney. 2016. Christmas in Pyrmont. [Online]. Available at: https://whatson.cityofsydney.nsw.gov.au/events/christmas-in-pyrmont [Accessed on: 15 December 2016]. Shone,A. and Parry, B. 2004. Successful Event Management: A Practical Handbook. Cengage Learning EMEA. Jordan, L.A. and Truly, D. 2016. Sports Event Management: The Caribbean Experience. Routledge. Bowdin, G.A.J. 2010. Events Management. Routledge. Raj, R. and Musgrave, J. 2009. Event Management and Sustainability. CABI. Mallen, C. and Adams, L. 2013. Event Management in Sport, Recreation and Tourism: Theoretical and Practical Dimensions. Routledge. Masterman, G. 2014. Strategic Sports Event Management: Third Edition. 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