1. The Event Management Process

Plan/Source:

Pre Event – Things to consider/organise.

·         Purpose: When in the very beginning of planning a performing arts event it is essential for the director and the company manager to first have a very detailed meeting where they plan and research the theme style purpose intent of the event. This could include what age range or ‘type’ of audience you are trying to appeal to and what is necessary in terms of location and venue style to best suit this.  For example if you were holding a music festival you would be more likely to have it on a large field rather than a conference room.

·         Job Roles/staffing: The next most important decision which could very easily impact upon the efficiency of planning and even the success of your event is the job of delegating job roles to the most efficient people. You must hire they most efficient and well suited person for the job within your company. You may also need to hire additional people outside of your company to best fill these roles.

·         Presentation: Once you have your initial ideas and staff put in place it is then the managing directors of each branch of your team to give out the plans and ideas from their first meetings to their teams and crew. This will include themes, idea evaluation design venue planning and the overall style of the event.

·         Funding: However before anything can be source or bought it is important to work out an overall budget for the event. This will be initially down to the administrator and the production manager, they will need to work together to find out where the funding going to come from and how are you going to get funding? For example you could appeal to the colleges governing bodies or you could hold smaller events to raise money. You could however offer a company or shop promotion of their produce in return for funding or the use of their venue.

·          Venue selection: The selection of the venue is also another very important part of the process which could hinder on the effectiveness and audience satisfaction. The main things to consider when choosing a venue is the capacity and if the style of the building or outdoor space will be in keeping with the overall theme of the event you’re trying to put on. You will also need to consider if there are any legal implications the building or site have. This could include alcohol licencing and vehicle admission.  

·         Promotion: Event marketing and promotion could also impact the success of your event. For example if you do not let a wider audience know about your event you could not make any money from it and actually lose money you gained from funding. The promotion of a successful event will include things like advertisements on T.V, newspapers, magazines, leaflets and flyers etc.

·         Ticketing and Pricing: The organisation of the tickets and the pricing of them will also add to the audience’s satisfaction with the event. This job will usually be done by the Front of House Manager and their team with the approval of Administration and the Company Manager. The main things to consider when creating tickets is how they will be designed so they are in keeping with the theme of the performance, how the audience buy the tickets whether it be via a website and they are posted to their address or if they have to go to the venue prior to the event and pay and pick them up then.

·         Performers: The next step is to hire the performers. The acts or performances should be in keeping with the style and theme of the event. For example if it was a music festival that was aimed at teenagers and young adults you would hire bands or solo artists as opposed to a concert orchestra. You could also consider if a certain performer, special guest or host would bring more attention to your event if they were of some level of fame.

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·         Rehearsals and technical rehearsals: These rehearsals are put in place once you have all your acts, venue and technical team. These are designed so the performers and crew can practice, prepare and set ques for the lighting sound and performers so everything is polished and looks as effective as possible. They are also there so that any mistakes that are found can be altered, changed or removed completely. These rehearsals should be attended by the lighting and sound technicians and designers, the event coordinator or company manager.

·         Facilities for people with disabilities: There are many things you will need to consider when putting in and organising services and facilities for the disabled. For example, disabled toilets, alternatives to stairs’ eg, ramps or electric lifts. Also their seating arrangements especially if it all standing. For example you could have a section of the standing area blocked off with metal fences or you could have raised level with seats on at either side of the audience space. These facilities need to be put in place and then checked by the local council. The council in most cases could also give your company a grant in order to put the facilities in place.

·         Event Communication: Event communication is key within your company staff for a smooth running of an event however even the best company’s in the world get things wrong so it is important to open up a discussion with your audience. Complaints and compliments from the audience is key information when planning your next event as it enables you to see what your company got right or wrong. There are many ways you can get the opinion from your audience, these could include customer satisfaction questionnaires with set questions on them which are handed out on leaflets or flyers by your front of house crew when they get there ticket checked. Or you could set up a website for your company and have a number or an email address for complaints and compliments.

·         Electrical systems: Hiring equipment for your show can be very expensive so it is best to avoid this as much as possible. You could do this by using the equipment the venue have and offering them a deposit. You could also look into bigger companies that specialise in technical theatre equipment and ask if you could hire them or buy them.

·         Emergency procedures and major incidents: Next you must ensure your staff and audiences’ safety. This can be done in many ways, for example you could have police, fire service and an ambulance on site to ensure if there are any major problems that they can deal with them as soon as possible. Also if it is a large field event you could have a first aid tent with trained medical staff and equipment for minimal ailments and injuries.

·         Traffic and transport arrangements: When organising an event you should consider how people are going to get to your event. You will need to consider road closures and alternative routes for cars. You will also need to consider parking and entrance to your event for cars. For example if there is a long entrance to your venue you could have crew along sections of the rout in high visibility jackets to guide them to a specific parking area. You will also need to consider legal implications of certain vehicles coming on to the property if it’s private or rented.

·         Food refreshments and drinks: To offer your audience the best experience possible offering food and drink can easily contribute to this. There are many ways in which you can do this for example you could hire a catering company, hire field or large scale venue venders or your Front of House team could serve it pre show and during an interval. You will also need to consider the type of food you serve and whether it fits the theme of the show or event you’re trying to put on. For example if you were to put on a sophisticated dance show you would choose food that reflected that like wine and small appetisers. Or alternately if you were organising a music festival you would hire venders and have them serve burgers beers and pizza. You will also have to take in to account allergies and dietary requirements of your audience.

·         Children Safety and accommodation: If your event is open to all ages you will need to accommodate children and families. For example if you’re holding a music festival that goes on all day a ‘cresh’ area for small children will be essential. You could also consider alternative activities for younger people. Also for babies you will need to have changing rooms or a separate space in the disabled toilets. You will also need to make sure any electrical equipment and harmful substances are kept out of reach of children and babies.

·         On Site Toilets: Depending on the type of event you’re holding you will need to consider toilet facilities. For example you will need to hire portable toilets if it is an outside event. Or if it is a indoor event in a venue will need to have toilet attendants and maintenance staff for them. However the venue will most likely have their own staff if you’re hiring the venue from a receiving house.

·         Waste disposal: It is important to host a clean and safe environment so employment of littler pickers and the distribution of bins with sufficient capacity is essential.

·         Perimeter fencing: When hosting any event it is important to control the crowd and to keep your event contained so it doesn’t expand or become to over whelming. There are many complications that could arise if you do not put perimeter fencing in place, for example, if your audience don’t know where you event perimeters are they could expand the area unintentionally onto someone else’s property, especially if it is in a field which could mean a lot of legal implications for your company.

During your event/On the night:

During the show you will need to put into place and manage your event. .

·         Fire safety and emergency procedures – If any medial situations occur then it is necessary to deal with them quickly and effectively. Each member of staff must be briefed before the show starts as to what the medical and emergency procedures are. The appropriate staff for your chosen event will then need to relay this information to your audience.

·         Crowd Management – Crowd management is essential to hosting a smooth and successful event. Depending on the size of you event it may be necessary to have grounds keepers that control the crowd if they become too rowdy or aren’t staying within the fenced area.  

·         Audience Satisfaction – It is important to make sure that your audience are having a positive and enjoyable time make sure if any of your audience need guidance or help that they have a recognisable member of staff to talk to.

Evaluations:

After the final show night the entirety of your staff and company will need to reflect on the shows successes and failures. The main way to know how successful your event was is to find out from your audience. Depending on how you chose to receive audience compliments and complaints you will need to check through them and discuss with the relevant staff or company manager what when wrong or right. This process is extremely important when hosting future events as it will be a very useful reference point to make your future events even more successful than your last.

2. Example of an Event's Management Hierarchal Structure

This is a diagram of the main job titles that would be common in a Performing Arts event management team; however there are many subsidiary roles that are equally important. These Include…

Event Coordinator/s: 

Event coordinators are the top level management officials in the event management hierarchy. These professionals are responsible for managing as well as coordinating all the crucial work details that are required for an event’s proper smooth working with huge immense success. These management high level officials normally work as freelancers as well as on committed manner. They are hired by organizations, trade associations, corporations as well as non-profit associations to work for them. The events managed by these high officials include sales meetings, trade shows, employee appreciation, business meetings, virtual events and many more such events.

 Event Planner/s:

Event planning may seem quite easy to people but it incorporates numerous things to be handled at the same time. This position just simply does not mean planning a party like we all do. This management position requires lot of skills along with management qualities in a professional to be an exquisite event planner. This management position is all about vision, details, facts and organization along with the amorous means to pull off both small and big events without any problems. They will need to coordinate with all of the main project officials as a fully effective team that plans everything from finding the venue and deciding the over all style of the event. 

Example:

During my time working on Arley Hall which was a college dance show that took place in an old stately home. I need not work as an Event Coordinator, however I did observe the process that the Event Coordinators went though to see how I could learn from them. I noticed that they chose a venue that was very in-keeping with the over all style of the dance. Dance shows are usually associated with very prestigious and classical venues that promote themes of class, grace and dignity. As Arley Hall is a very glamorous and artistic building this type of event fits perfectly withing the walls of Arley Hall. 
 

Client Service Event Manager:

This is also one high level management job title in the event management hierarchy. These are commendable and admirable professionals whose major job responsibilities revolve around maintaining an exquisite and fine communication with the customers of the company. Satisfying the customer’s queries come under their job duty for the benefit of the company. These professionals team up with the sales staff and operational staff in order to improve the service level for the company.

Example:

When our college did a production of Footloose I was working as a lighting designer. As my job was finished quite early on I was able to join the Front of  House Team for a short period of time. Even though they were the FOH team they still had to consider many of the principles that a Client Service Manager has to consider when trying to appeal to an audience so they have an enjoyable time. For example the front reception area of our college had to be converted in to a front of house that looked aesthetically pleasing to an auidence as this is the first thing they will see as they walk in and it must be impressive, so we decided to use a lectern for the ticket holders and replace all the college posters with our own ones that advertised the show. .
 
Event Manager:

The event manger is a professional normally responsible to make sure that all the events and shows go on smoothly. These people handle everything of the event on practical basis from scheduling to catering to decoration. All the people performing this task are handled under the explicit supervision of the event manager. In short they manage everything of an event not on paper but on practical basis.

Event Assistant:

Event assistants as the name implies provide their assistance to the high level event management officials in envisaging the event plans, conceiving and producing the events under the supervision of high event management officials. Their major core job areas involve exhibitions, festivals, product launches, conferences, fairs along with other social events. These professionals work effectively and efficiently as a part of the event management team.

Artistic Director:

Artistic directors are arts and entertainment professionals. They are typically the most senior creative employees of an artistic event and are responsible for motivating staff to produce the highest quality of work while maintaining the organization's ‘vision’. They will commonly draft initial plans with the Director and their governing bodies to produce the initial briefs and motivations for their employees to work from. These employees include the Set Designer, Lighting Designer, Props Master and so on. 

Example:

When I make my own short films I have to consider everything from the composition of the shots, the design of the set and the lighting. All of these artistic elements have to be brought together when trying to design and produce the over all visual style of the event or film you're trying to create. If one element is not quite right then the who of the 'vision'/'style' could be thrown off and make your concept appear disjointed, out of sync or 'hap hazard'.

Director: 

A theatre director has the responsibility for the overall practical and creative interpretation of a dramatic script or musical score, taking into account the budgetary and physical and legal constraints of an event. They are involved at all stages of the process, from the design and per-production stages and rehearsal right through to the final performance. Directors work closely with their creative and production teams, the performers and the producer to create an event which connects with the audience. They therefore need to be able to coordinate effectively across a wide range and with artistic vision.

Administrator:

An arts administrator manages activities and services which support the event.  An administrator will perform a variety of functions ranging from marketing and booking performers to finance and insurance matters. In larger company’s they may specialize in specific administrative areas such as programming, front-of-house management, public relations or marketing.

Production Manager:

Within theatre companies the Production Managers role is to hire and regulate staff and to ensure that they are train and will comply with health and safety regulations. They will carry out risk assessments if need be. As well as this they will see over the planning and development stages of an event and make sure that all deadlines are being met.   Finally they will see the very first performance to make sure everything is to the director’s original plans.

Stage Managers (DSM,ASM,SM):

An essential skill for an event stage manager is people management, as it is their role to coordinate all aspects of a company to ensure the successful delivery of the performance. This involves managing rehearsals, actors, technicians, props and costume fittings, as well as liaising with front of house staff and the director. A stage manager needs to have a good understanding of both the technical and artistic elements of a performance so that they can ensure it is delivered exactly to the director's requirements. They will be involved from the rehearsal stage through to the live performances, where they will be on hand to deal with any emergencies or issues that may hinder the show. Larger productions will typically have a stage manager supported by a deputy stage manager and one or two assistant stage managers. However, small shows may just have the stage manager working on their own.

 Set Designer: 
A set designer is responsible for creating the over artistic vision of the event from the staging to the props. The Set designer works in association with the production designer and art directors to convert the approved production illustrations into drawings for the construction of set. The designer should always be aware of the various architectural rules and guidelines needed to design the set effectively.

Example:
When I was involved with Panto in my home town in Scotland I had to design a very complicated and specific castle structure that had to support weight. I had many meetings with the Director to establish a sound structure that not only could withstand the weight of three people but also looked aesthetically pleasing. This was very difficult to do as my time schedule due to each redesign was getting shorter and shorter, I had to work very quickly and effectively to meet my deadline. 

Master Carpenter:

The master carpenter manages and supervises the stage carpenters. He reviews blueprint, model and sketch plans and specifications, orders materials and assigns stage carpenters in crews to complete tasks to meet deadlines. He might also manage other production departments or the scene shop upon request. Additionally, he handles crew schedules and administrative paperwork and confirms that all tools and equipment are maintained and in working order. He’s also responsible for scheduling fire safety inspections and making certain all safety procedures are followed.

Example:
During my work on Stags and Hens, a play I designed and built for college last year I had to design and construct a row of sinks that could withstand people being thrown against them and people leaning on them. This was very difficult due to the limited supply of the exact wood I needed. It is important to use the right wood and materials for your project otherwise you will produce ineffective sets that damage the success of the show. 

Props Master:

The Property Mistress/Master (“Prop Master”) will possess the ability to create and build props that help create the mood for the actors’ performances and conveys a message to the audience as a visual aid. The Prop Master works with the Director regarding interpretation and prop requirements. He/she must possess excellent communication and organizational skills, must be self –motivated, efficient, and creative.

Example:

During the college production of We Will Rock You I had to help, (as Crew) with the distribution and collecting of props. Communication and efficiency is essential when working as a Props Master, make sure you use your crew or team as more eyes are better than just yours!
 

Lighting Designer:

The Designer and director share their ideas about how light could be used to enhance the production concept at their first meeting. Early meetings with the set designer are also important because the set and lighting designers must collaborate on how to achieve the desired "look" for the play. The plan for the set may influence the placement and direction of the necessary lighting instruments so having meetings to discuss this with the arts directors and the set designer will be essential. Lighting designers attend rehearsals to get a feel for the lighting cues and to plan how to light the actors as they move from place to place on stage. When the blocking is set, the lighting designer can start to work out which lighting instruments will be used and where each one will be located.

Example:

When I was lighting designer for Footloose I attended many rehearsals so I could understand the style and theme of the show. My design changed rapidly and I had to work under pressure to get my focus notes, lighting design and other plans ready for the plotting and technical rehearsals. It is essential for a Lighting Designer to be willing to produce changes to their vision quickly and be able to work under a lot of stress in an effective manner. 

Technician:

The Senior Events Technician will primarily ensure the smooth running of all technical aspects within the above venues. Working closely with the Building Manager, the Senior Events Technician will assist and support incoming artistes and external production companies from a technical and stagecraft aspect. Other activities that will require technical support will include rehearsals, commercial events, lectures, conferences etc. The post will also oversee health and safety aspects within the venues to ensure that current regulations are adhered to. On-going maintenance to systems, planning for replacement and upgrades in the venues will also form part of the role. Supervision of casual part time staff will also be part of the role.

Example:

As a technician communication is essential for a successfully executed event. During every show technical equipment can become faulty. You must stay calm in these situations as they could happen minutes before a show starts and you will have to trouble shoot very quickly. An excellent knowledge of technical equipment and there processes is essential to complete this job roll well. 

Dressers/Maintenance:

A dresser is an event stage-hand who is involved with maintaining costume quality at each performance. They are hired by the director. They report directly to the wardrobe supervisor or stage manager. Dressers are responsible for assisting cast members with costume changes backstage, when necessary. They are often used to assist primarily with quick costume changes, where a character exits and must enter again very quickly wearing a different costume.

Example:

A dresser is a very small roll in an event however it could be one of the most important rolls there is. They make sure every actor gets on stage with everything they need costume wise. During my time on We Will Rock You we did not have any dressers, this meant people were not asking for help and they went on stage without pieces of their costume. I had to step in on the last two shows to make sure two people got dressed quicker so they were on in time for their cue. 

Crew:
Members of the technical crew supervise and operate the various technical aspects of the production during a performance. While the "technical crew" includes all persons other than performers involved with the production, such as those who build and take down the sets and place the lighting, the term "running crew" is generally limited to those who work during an actual performance. The term is typically not applied to crew or department heads, although there are exceptions. The running crew may include performers if they also function in technical capacities while off-stage. The crew will predominantly assist the managers with errands, taking props on an off stage, helping dressers and the general maintenance of backstage.

Example:

When I was working on Warrington Pride I was a runner. It was my job to relay information and messages to the cast or acts to their managers to agents. This is a very stressful job as you have to be extremely quick and assertive without being abrasive or sloppy. If there is anything I learned from working on this show is that a note pad is your best friend as you WILL forget things!

Front of House/Box Office Manager:

A front-of-house manager  is in charge of overseeing all public areas of a theater, concert hall or performing arts center, including the lobby, bar and/or concession stands, and even the auditorium/venue itself. He manages all ushers and ‘FOH’ employees. Additionally, he ensures that the experience of each audience member is enjoyable and safe. Often if there is not catering staff then they will serve food and drink to the audience before the performance during an interval.

Catering:

Catering managers plan, organize and develop the food and drinks services of events, while meeting customer expectations; they will also need to consider food and hygiene standards and financial budgets. They will also have a team of their own that serve  and distribute the food amongst the guest.
 
Marketing/Publicity Manager:

The main focus of the Marketing or publicity manager is to pay someone to bring your production or event to the attention of potential and current customers through materials you create yourself or pay to have designed. These could include advertisements in newspapers or on television or radio; signs; direct mailings; or e-mail messages. The will also be involved in seeing how the public respond to the advertisements and if they are unsuccessful then they will need to think about how they could be re done to be more effective.
 

Lighting and sound operators:

During live events the role of the lighting and sound desk/mac operator is to implement the design created through collaboration between the artistic director, lighting designer, sound designer, and stage manager. They will initiate a precisely timed cue that will have been set during the technical rehearsal of the event. They are essential in creating an atmosphere to enhance the emotion for both the performer and the audience that is very precise and accurate with no faults.