Event design management


Course Objective

At the end of this course, you will be able to describe: Basics of Event Design & Management Types of Events Event Planning, Budgeting, Marketing and Execution Client Management and post event feedback

“Event Management” is a form of project management that involves visualizing, conceptualizing, planning, creation and organizing events such as conferences, concerts, ceremonies, weddings, formal parties or conventions.


Event Genres

  • Traditional
  • Modern
  • Culture
  • Formal
  • Casual
  • Fun
  • Outdoor
  • Themed
  • Seasonal
  • Holiday
  • Beach
  • Sports

The Five C’s of Event Management:

  • Event Concept
  • Event Coordination
  • Event Control
  • Event Culmination


Needs Assessment and Assimilation.

  • Date and time of the event, venue and headcount expected should be checked with the client.
  • Check with the client on if they have a particular budget in mind to spend for the event.
  • Key to a successful event lies in the initial research work and collecting data about the event as much as possible.
  • Request a few days time (depending on the event) to the client in order to analyze the requirements and get back to them with the details on how to proceed with the event and whether it is possible within the stipulated time and budget.
  • For the majority of events the questions to be raised to gauge the needs for the event will be from the below sections:
    • Event Date
    • VIPs
    • Event Guests
    • Invitations
    • Event
    • Event Décor
    • Event Music
    • Event Lighting
    • Event Arrival
    • Event Photographs
    • Event Show Flow
    • Event Room Requirements
    • Event Audiovisual
    • Event Food and Beverage
    • Event Departure
    • Pre Event and Post Event


Event: Birthday Party for 35 yr. old.
Headcount(PAX): 100
Venue: Beach Resort

Categorizing the event

Based on the client’s requirement, classify the events to fit into any one of the above mentioned categories This would help us in finalizing the requirements for the event efficiently

Class Activity

Identify the Event type for the below listed events:
Event: Conference on Doctor’s Wellness by Apollo Hospitals
Event Type: “Corporate Event”
Event: Public Awareness Camp on Diabetic Retinopathy by Shankar Nethralaya
Event Type: “Public Event”
Event: Iron Maiden’s “Legacy of the Beast Tour’19” @ Bangalore Palace Grounds in Bangalore
Event Type: “Special Event”
Event: Revolt RV400 Launch @ Leela Palace Chennai
Event Type: “Special Event”

Visualization and Conceptualization

  • Pre-visualization should start at the drawing board, the structure of the entire event, the scope and end result expected should all be written down to start off with planning the event.
  • Use simple diagrams, photographs or images from the Internet, to help with pre-visualizing the event
  • Sophisticated tools like AutoCAD can also be used for pre-visualizing
  • Conceptualizing would involve building a theme around the event and exploring the feasibility of carrying the theme for the entirety of the event. (Example: Conducting an Eco-friendly Wedding).
  • Regular Brainstorming sessions have to be conducted with clients and key stakeholders in order to conceptualize a perfect event.
  • Ask the following questions about the event to the client and to yourself throughout the run-up to the event in order to keep the scope of the event in perspective.
  • WHEN? – This helps in finalizing the dates for the event.
  • WHERE? – This helps in getting details on the type of venue the client/host/stakeholders require for the event.
  • WHAT? – This helps in identifying the scope of the event and the type of emotion, message, to be conveyed through the event.

Event Schedule/Agenda

  • A list of activities to happen at the event has to be created
  • The list should be as specific as possible to help in complete planning of the event
  • The agenda should also include the timeline of each activity

Bonus Section!!!

Client Management

  • Focus on building and strengthening positive client relationships through regular contact with clients and by providing turnaround time for tasks.
  • Act as a single point of contact for clients instead of delegating to subordinates.
  • Have regular email and phone communication to ensure that clients are well informed on the latest developments or roadblocks in the run-up to the event.
  • Handle enquiries from clients with patience and ensure to document the discussion whenever it involves changes to budget and requirement and send it across to the clients for reference.
  • Ensure relevant activities and decisions are tracked and shared with clients to ensure that there is no miscommunication.
  • Prepare reports and documents wherever applicable and email it to the clients to avoid any future discrepancies.
  • Ensure budget and contracts are shared with the client and only after receiving the approval/acknowledgement, proceed to the next phase.
  • Track and manage escalations from client on the development of the event and ensure to get back with a response at the earliest.
  • Attend all meetings with clients/stakeholders without fail.
  • Be punctual to meetings and send in agenda for the meeting well in advance so that the meeting is short, efficient and serves its purpose.

Budget & Event Management Fee

  • Add your content...Budgeting is one of the most important sections of Event Management.
  • An Event Manager can operate with full confidence only if the required budget is approved by the client.
  • Event Manager should be precise in quoting the charges and should include contingency funds in the final budget to ensure that there is no shortage of funds in case of any last minute requirements.
  • Budget should be drafted by providing estimates for the below(not an exhaustive list):
    • Invitations
    • Accommodation
    • Transportation
    • Venue Cost
    • Rehearsal costs
    • Food
    • Stage & Floral Decorations
    • Audiovisual
    • Beverage
    • Floral arrangements
    • Music
    • Entertainment
    • Speakers
    • Security
    • Labor charges
    • Lighting
    • Photography
    • Return Gifts
    • Print material
    • Promotional material
    • Power charges
    • Miscellaneous
    • Taxes and service charges
    • Event planning management fee
  • Management fees are generally calculated in one of four different ways. They can be based on:

    1. Percentage of the Total Event Cost
    2. Flat Fee
    3. Package Price
    4. Hourly Rate
    1. Percentage of the Total Event Cost:

      Management fees based on a percentage of the total event cost generally range anywhere from 10 to 20 percent of that cost, depending on the below factors.

      • Type of Event
      • Number of Participants
      • Client Relationship
      • Bid Situations
      • Client’s Requirements
      • Time Spent
    2. Flat Fee:

      There are several instances where either the client or the planner may wish to consider opting for a flat management fee as opposed to one based on a percentage. These can include:

      • Big Budget
      • Guaranteed Revenue
      • Event Planner as Agent
    3. Package Price:

      There are two ways in which event planners may present packaged pricing. One method is to simply list all of the inclusions with one price that includes the management fee, for example: INR 800.00 per person based on 50 guests. Another method would be to prepare a detailed cost summary sheet, this makes it easy for the client to assess the cost savings if some section or item were to be pulled or replaced with another suggestion.

    4. Hourly Rate:

      Freelancers most commonly charge an hourly rate rather than a set fee. They are generally subcontracted by incentive houses or communication companies to assist them with event planning and operations, and corporations may also employ them for special in-house projects. While the rate and payment schedule is negotiated up-front, the unknown factor is the total number of hours that will be used to complete a task. Hours can be estimated and figures projected but these can vary greatly once the work commences

  • Bonus Section!!!

    Cross Cultural Sensitivity:

    Event Manager needs to acquire the necessary global knowledge to associate and interact with people from different cultures and origins. This knowledge would also help him in respecting the behavior and mannerisms of the client and avoiding conflicts arising due to ignorance of different cultures.
    • Japanese form of communication includes pauses, some silence, a calm demeanor, and apologies.
    • Americans have a forthright and casual manner of communication and would verbalize most of their feelings.
    • German also verbalizes most of their feelings and expresses a need for formality, respect, and order.

    Venue identification & booking

    Some examples of traditional venues include:

    • Hotels
    • Banquet Halls
    • Marriage Halls
    • Convention centres
    • Museums
    • Art galleries

    Important factors to consider while identifying the correct venue for the event:

    • Location (local, out of state, out of country)
    • Date
    • Season
    • Time of Day
    • Indoor/Outdoor
    • Multiple locations Event
    • Budget

    Availability of the following amenities should be taken into account when scouting for a venue:

    • Power and Power-back up
    • Water
    • Waste Management Infrastructure
    • Kitchen/Gas availability

    Setting up of project management systems & processes

    • Identify key staff roles and responsibilities.
    • Define key milestones and critical deadlines.
    • Allocate specific tasks and action items as required.
    • Agree team communication methods, reporting and meeting expectations.

    Safety & Security Protocols

    • Ensure that relevant permits and licenses in place.
    • Notify the local authorities and agencies that the event is taking place as required.
    • Ensure adequate arrangements are made in terms of security, bag checks and so forth.
    • Check risk assessments, method statements and insurance documents from vendors, exhibitors, performers, etc.
    • Create child safety protocols.
    • Identify any specific risks. Create code words and procedures to deal with situations such as evacuation, fire, suspicious packages
    • Identify contingency plans.
    • Create an overall event risk assessment.
    • Share copies with the relevant people and venue.

    Venue Branding (Banners, Standees, TV Displays etc.)

    • Develop branding and identity guidelines.
    • Gather logos from all key stakeholders, including partners and sponsors.
    • Be aware of any specific agreements in terms of logo placement and branding.
    • Set up the website and add details as they become available.
    • Set up the online event registration process. Even if it is a free event it is useful to have a system to manage RSVPs and attendance.
    • Create opportunities for branding and signage across the event.
    • Confirm specific formats and deadlines for items, for instance digital signage.

    Waste Management & Recycling

    • Event organizers should make the most efficient use of resources by minimizing demand on primary sources and maximize the re-use, recycling and recovery of all event materials instead of treating them as waste.
    • The below sections of the event, might lead to accumulation of waste during and after the event.
      1. Food & beverage waste and compostable packaging.
      2. Packaging and dry recyclables.
      3. Staging (including building works & temporary structures)
      4. Dressing (including furniture and fixtures)
    • A comprehensive waste management plan will include the following key elements:
      1. name, date, time, and location of event
      2. site plan that includes location(s) of waste station(s)
      3. Brief description of event and activities
      4. Anticipated crowd size;
      5. Types of waste and materials that will be generated at the event
      6. How waste generated by your vendors will be collected and sorted (i.e., food prep and packaging)
      7. Contact list of event organizers and staff
      8. Waste management company contact information
      9. Vehicle access for the delivery/removal and service of the bins (must be approved by the City)
      10. Waste diversion method (sorting stations, waste ambassadors, etc.)
      11. List of waste ambassadors who will be attending the waste stations
      12. List of signage that will be used at each waste station.
      13. As each event is different, your waste management plan may include details in addition to those noted above.



  • Creating website to add details as they become available.
  • Through website create an online event registration process to manage RSVPs and attendance.

Venue Management

  • Keep the team informed of progress and timings in different rooms so that adjustments can be made if necessary.
  • Notify the venue/catering ASAP of any changes.
  • Triple check all branded elements.
  • After the event, package, label, transport and store branded items that can be reused next year.
  • Check flipcharts, markers, post-it notes and so forth are ready in the relevant rooms. Test/check radio contact and mobile numbers for the key venue staff.
  • Brief the team on key timings, such as cloakroom opening, refreshments being available, water being brought onto the stage.
  • Check sound, lighting, presentations, video, cues, and technology during the rehearsal/briefing.
  • Agree specifics such as cues, signals, which will collect from the green room and so forth.
  • Ensure you know how to ensure participant comfort. How do you operate the blinds, air con, heating, lights, etc?
  • Do final tests and checks, including run through with facilitators and presenters who will be using it.
  • Introduce performers and speakers to the stage manager and AV team.
  • At the end of the event, get copies of final presentations (there may have been changes made on site).
  • Check toilets are clean, fully operable and stocked with soap, toilet roll and hand towels.
  • Event Completion as per agenda
  • Ensure to carry out event as listed in the agenda,
  • Follow timelines as mentioned in the agenda to ensure smooth operation of event.
  • Create contingency plans in order to handle situations like a last minute revision to the agenda during the event.


Event Wrap-up

  • Set up a debrief meeting with the venue. Ensure the final bill tallies with expectations and authorizations on site.
  • Update the website and registration page with details for the event next year.
  • Finalize budget, including any expenditure authorized during the live event.
  • Work hard to continue the buzz, conversation and learning around the event.
  • Issue a post event press release.
  • Coordinate with the photographer any specific images you need to be turned around as priority, to issue alongside the press release.
  • Promote the date and venue for next year’s event.
  • Let people know through all channels when tickets are on sale and post event collateral has been added.
  • Share the highlights video.

Client’s Feedback & Thank You Note

  • Thank and gather feedback from all suppliers.
  • Check in with sponsors to ensure they are happy and gain their feedback on the event.
  • Share collateral and data with sponsors.
  • Discuss next year’s event and sponsor’s future involvement.
  • Report back on learning and improvements noted for future improvements.
  • Check final invoices from vendors as received against budget projections.
  • Coordinate thank you cards and gifts, as appropriate.
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