EventScotland | Event Management : A Practical Guide

Event Management: A Practical Guide

Our practical guide to event management has been published to provide a resource of general advice and support material for event managers. Primarily, it has been designed as a support tool for the National Events Programme, but it may also be of interest to the wider events sector. The aim of this guide is to assist effective event management through the provision of a step-by-step guide to the planning process, together with sample checklists and adaptable templates.

Chapter 1:
Where to Start - General Planning

The planning process is one of the most important aspects in successful Event Management: the more robust the plan, the smoother the journey to success. In this chapter we give you a guide to general planning.
Chapter 2:
Business Planning

An event Business Plan serves to communicate the strategic plan for taking the event forward, usually over a period of three to five years (if it is not a one-off proposition). Every event should have a Business Plan, and this chapter explains how you should go about creating one.
Chapter 3:
Putting the Team Together

There are no ‘off the peg’ organisational structures that can be employed to deliver events. Each event is as individual as the objectives it aims to achieve – and the people that deliver it.
Chapter 4:
Budgets and Financial Planning

Good financial management is fundamental to the delivery of successful events. Our advice is simple: plan ahead, be realistic, keep on top of your budget and implement control systems that work for you.
Chapter 5:
Making it Add Up - Financial Planning

When predicting the likelihood of an event’s success, two important questions have to be asked: 1) Is it financially viable? 2) Is it sustainable? (if it’s not a one-off proposition) This chapter will give you a head start where fundraising is concerned.
Chapter 6:
The Programme

Regardless of event type, a strong event programme is essential for success. If the programme is insubstantial or of poor quality it will not live up to the expectations of the audience/participants. This chapters gives you advice on setting up a programme.
Chapter 7:
Legal Issues

Understanding your responsibilities under law is an essential part of effective event management. Organising an event involves taking care of a variety of legal issues. At the outset you need to define the legal responsibilities associated with running your particular event, and if they can be delivered within the available timescales.
Chapter 8:
Insurance

Organising the appropriate insurance for your event is essential. Attention to detail is of utmost importance when putting in place the cover that is required. In taking out insurance, the insurer/underwriter agrees to provide security against future loss, damage or liability in return for a non-refundable premium paid by the event.
Chapter 9:
Event Production

This chapter is intended to help you start thinking about how to safely deliver your event from an operational point of view.
Chapter 10:
Operational Communications

This section describes two operational communication tools: 1) The Event Manual and 2) the Staff Briefing Document. Guides are provided to help you create your own versions.
Chapter 11:
Marketing and Communications

This section aims to give those who are new to event marketing and communications a basic guide to help them through the planning process. It may also act as a stimulus for more experienced event marketers to review or rethink existing activity.
Chapter 12:
Visitor Research

How can you develop and grow your event audience if you don’t know anything about it? Building a picture of who attended the event, where they came from, how they found out about it, what they enjoyed and if they will return is essential when developing marketing strategies. Discover our tips for visitor research in this helpful chapter.
Chapter 13:
Post Event

It’s not over yet. The final step in the event management process is one of good business practice and good housekeeping and our advice is to start it as soon as possible after the event.