Event management

1.0 Introduction

The running of an event requires management from all team members to allow the event to run without any problems. It also requires a lot of willpower and good organisation skills and to look professional. All events can also differ in size and the way they are managed and organised. Lamb (2008) States, “Events differ greatly in their size and complexity and, some are planned as one-off special events, whereas others are staged on a more regular basis”

There are many events run all over the world such as the Olympics down to the local football tournament event. Events are becoming very important all over the world no matter how big or small as long as they are beneficial to the market they are attracting. Bowdin, et al. (2006) explains that the size and needs of the event industry have grown and the need for skilled event professionals is growing. For this reason, education and training at a number of levels have arisen to meet this need.

1.1 The Event

In relationship to the above, five UCLAN students studying sports coaching were required to run and organise an event. When running the event it is required to get as much information as possible through market research ( Solomon 2002 ). After handing out questionnaires to a group of girls aged 10-11 and having a debate, an opportunity arose to work with Pendle Council and arrange a tournament for the schools around Pendle “The football tournament will involve all the schools around Pendle and the two final teams will go through to the final against the teams around Lancashire” (Pendle Borough Council, 2007)

This event was a great opportunity to get many schools involved and allowed the opportunity to win medals and a trophy and enabled girls to take part in a sport never played before.

With the event being quite interesting and having many schools interested the event had to be structured in a professional way, to look professionally run and for it to be successful. To review the event, the aims and objectives of the event will be discussed, positive and negative aspects if the event will be giving together with a detailed SWOT analysis and recommendations on how to improve the event if it was to be run and organised again in the future

2.0 Aims and Objectives

The Football Tournament will allow girls the opportunity to take part in a sport which has not been experienced before and allow the chance to win medals and a trophy for their school. The student’s aims and objectives were to ensure this was a success. Each member of the team was given a specific role or roles to do during this event for example, welcoming the teams, signing the teams in, ensuring they are on the correct pitch, keeping track of scores, referring the games , and answering any enquires.

With a chance to run the event the group knew what he main objectives of the day would be. The group was given different roles varying from marketing to consent letters and on the day of the event each student got a set jobs to ensure nothing was uncovered. Even though all the objectives for the event was set, it still had both positive and negative aspects which made the event a success. This also caused a problem achieving the aims and objectives such as the referees never turned up on the day of the event which meant that two members of the group had to referee the matches meaning the other members of the group had to do extra jobs and also score cards had not been designed to bits of paper where being used which looked untidy and unprofessional (see Appendix 1). The positive and negative aspects will be placed in the SWOT analysis as well has how and why this could have been or was a success

3.0 SWOT Analysis

SWOT analysis allows strengths, weaknesses, opportunities and threats to be examined so that an understanding and how you can plan for change accordingly (Epstein, 2006, pg 105)

SWOT analysis is as a way to help to reflect, to guarantee that the strengths and weaknesses of this event were highlighted in order to find ways to make the event better and improve for future events

As Griffin states (2008 pg 251) “SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project”

3.1 Strengths

The positive aspects of the event will now be highlighted as part of reflection for the areas that were completed with great success and professionalism. According to Boud et al (1985) reflection is a big part of human activity in we look back on our experiences in which we think about it and evaluate it and is important to the learning process.

The group that organised the event was not only representing themselves but also represented the university, the groups behavior and how professional they were would not reflect on a single person but on the group as well as the university. Each member of the group dressed appropriately for the event such as shorts and t-shirt and appeared professional and had everything ready for the event. The group also worked very well as a group which is important for the foundation of the event to prevent anything from falling apart. This was done successfully because everyone knew they played an important role in the team. Another success of the event was the press coverage which covered the event and allowed the children’s family the opportunity to read about the event and to have the opportunity to buy pictures of their children taking part in the tournament (see appendix 2).

When the preparations for the event were being discussed the group came across the Tuckman’s model (1965). Tuckmans model (1965) comes in five stages Forming, Norming, Storming, Performing and Adjourning. However we only used two of the stages, when the group got together and began to discuss what roles each one was going to be doing, they were some disagreements about who was going to do what but this was quickly resolved during forming. During the storming period the team would begin to work together as a team and discuss where the event would take place (Myers, S. A et al 2008)

3.2 Weaknesses

Even though there was a lot of strengths from the event, unfortunate, there were also some weaknesses in areas where unplanned changes had to be made. Some of the areas of weakness included the referees letting the team down at the last minute. This meant that the group had to rearrange jobs around to ensure that two of the group members where free at the times of the matches to ensure there were referees for the matches.

This meant some of the jobs could not be done to the full potential but the group managed and made the problem have a minimum effect. Another problem of the event was three schools dropped out of the event on the day, meaning the group had to change the tournament table and the tournament then had to be played on two pitches instead of three due to the facilities over booking the pitches. This could have been seen has a big problem as some of the team where having to wait before having a match. The event was still a very good success even though there was a few problems on the day.

4.0 Opportunities

If there is opportunity to run the event again, it would be developed into a larger event not just around Pendle but around other areas in England competing against all schools around England. It would also be a good idea to get a sponsor for the event to allow more promotion of the event and allowing souvenirs of the event such as drinking bottles. Instead of running a football event it could be a different sport such as hockey or a variety of sports in the event. The event could also be done with a different age group or boys and girls as well to allow them to work together. (Ferrell, and Hartline, 2005)

5.0 Threats

Suggested by Graham et al ( 2001 pg 25) weather would be a big threat for an event if it is outside and not prepared for a weather change and under staff for an event. For the event there could have been many threats that could have made it unsuccessful such as the weather, if it had rained the event would not have been safe to run and the group had not organised for an indoor facility. Another threat would have been if any members of the group had been ill and unable to attend it would have left the group with too many jobs for the members to do. Also if a lot of schools had not attended and it left us very short of team the event would not have lasted as long as it did leaving the children hanging around wait for parents to pick them up at the time discussed. If any of these problems had arisen has group they would have not been prepared as there was no backup plan if anything did happen which would have made them look unprofessional and disorganised.

6.0 Conclusion

When running an event it is a good idea to ensure that everyone on the team knows exactly what they are doing and when they are meant to have it done by to ensure there are no problems on the day. Always have a backup plan just in case the weather or some teams do not turn up for your event that could create a problem. Having a good organised event so professionalism and that you know what you are doing and that you are enjoying what you are doing. It is a good idea to be over prepared rather than under. On the day of event it was successful everyone enjoyed taking part in the event and ran efficiently however the event could have been more successful and bigger if some of the group members would have done their jobs when assigned them instead of leaving it until a couple of days before the event which also meant it left the other members of the group behind schedule.

The group worked well together on the day of the event however the group did not work well together with the organisation of the event has some members did not really have much interest in to the event or really wanted to take part in the organisational part. If the group would have all been on board 100% the event would have been much better than it was it could have been wider spread and more than one sport.