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The event to be organized is a fusion music festival for one day at Greenwich Park with an expected attendance of 40000 people. The event would be conducted from 10 am to 11 pm on the 5th of May, 2018. The profits intended from the event would be largely obtained from the price of tickets sold for the event as well as sponsorship fees for the event and commissions from various stalls such as food and beverages at the event.
As per Barasa & Jelagat(2013), the purpose of the event is to celebrate the traditional culture of England that depicts a formidable association with music festivals and to provide the local population with a prolific experience of the fine art of music and showcase some of the most popular artists and groups to the audience (Barasa & Jelagat, 2013). I think the concept of planning in the context of events is considered as a strategic approach for conducting the event. Planning of events enables the identification of milestones required for the project and project deliverables that provide a unique direction for conducting the event.
Background and scope of the event:
The fusion music festival is primarily directed to showcase the rich cultural heritage of the UK that has been substantially characterized by large scales music festivals such as the Glastonbury music festival and Notting Hill Carnival. According to Birch & Sit(2014), the event would make an effort for involving diverse genres of music and would be an opportunity for music aficionados to find the most prolific experience (Birch & Sit, 2014). As per me, another promising aspect of the event could be recognized in the selection of popular artists for the festival alongside implying the provision of food and beverage facilities, as well as opportunities to get involved in the world of music through musical instruments, records and souvenirs and this, is the reason why I choose this event.
The event details also include notable requirements for identifying the details of the venue i.e. Greenwich Park. As per Burke(2013), Greenwich Park is one of the prominent highlights in the landscape of south-east London and was initially used as a hunting park in Greenwich. It also holds the reputation of being among the royal parks of London as well as a part of the Greenwich World Heritage Site (Burke, 2013). As per me, one of the notable aspects pertaining to the business at the venue is characterized by the use of business planning as compared to conventional disorderly forms of business. Another prominent element of appeal associated with the venue is its location that provides an attractive view of the City of London, the River Thames and Isle of Dogs.
The fusion music festival is one of the prominent additions to the long history of music festivals in England. Festivals have been a notable ingredient in the spirit of British music and are considered core aspects of the British music industry (Burnett & Hu, 2013). The contribution of such festivals has been noted profoundly in the promotion of economic growth, creativity and transformation of social infrastructures. Music festivals have also been responsible for acquiring funds for non-profit and charitable organizations through fundraising opportunities and awareness campaigns.
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The objectives for the fusion music festival would have to be presented in accordance with the SMART objectives in order to ensure the precision of the various decisions taken in different stages of the project. The objectives could be characterized as follows.
Specific: The event should attract the maximum number of audience from the south-east London area thereby implying a specific area targeted for the event
Measurable: The event is planned for 23000 audiences and the measurement of tickets sold for the event would provide an impression of the achievement of objectives.
Achievable: The popularity of music festivals in England as well as the promising opportunities of viewership from suburban teenagers.
Realistic: The organization of the event in the festival season is likely to improve the prospects for attendance at the event thereby implying the realistic nature of the objective.
Time-bound: The event would be conducted over the course of a single day i.e. 5th May 2018.
The aim of the event is to promote the organization of music festivals in Greenwich and establish the foundation for a new music festival event to be conducted every year as an identity of the location.
My event would be initiated with an inaugural ceremony by the Mayor of London at 10 am followed by an introductory performance by a selected music group. As per Cincotta & Schoenbeck, the time for the performance would be till 1 pm which shall be followed by one hour of performance by a live band and distribution of pamphlets regarding awareness of music festivals in the UK and its significance for promoting in Greenwich (Cincotta & Schoenbeck, 2016). It is also imperative to note that the live performance of the band would be followed by two hours of recess in which the audience could make the most of the food and beverage stalls. I have planned that the evening phase of the event would be initiated with a performance by a dance group that would be initiated at 4 pm and will be continued for one hour. After the performance, there would be a jazz performance for 2 hours to make the evening more engaging for the audience. The final segment of the festival would comprise of a rock concert and flying lamps event. The audience would be provided with the option for spreading out on the lush green field of the park to enjoy an open-air experience of live music.
As per me, the primary target market for the event would be people from the middle class with an average annual income of $80000 as well as suburban teenagers that are more likely to spend their money on music and entertainment. The suburban teenagers will be the primary target base that will be attracted to the event. It is inevitable to consider teenagers in the age group of 12-19 years (Dowson & Bassett, 2015).
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The primary reason for me for attracting this particular group of audience is the influence of music on teenagers in middle school through the internet, radio and television. Furthermore, the influence of popular culture on this target segment is responsible for prompting them to invest money earned from part-time income on music festivals and events. It is imperative to observe that marketing initiatives for the event would be largely based on the internet that is frequently used by the teenagers thereby implying the reach of the event and information to them (Evdokimov, Domantsevich & Konyhov, 2017). It is also essential to note the benefits the target segment would be able to leverage from an event that also depicts the value proposition of the event. Teenagers could obtain benefits of special edition mixtapes, music CDs, posters of music bands and other goods pertaining to music at one place.
Deliverables in an event could be considered as prominent entities responsible for effective execution of the end to end project i.e. the festival for one day. The project team involved in the event would be responsible for the management of the event and provision of the deliverables (Gesser-Edelsburg & Singhal, 2013).
The first deliverable by me in the event would be leaflets that would be reflective of the rich heritage of music festival culture and the need for promoting it in Greenwich and making it a mandatory inclusion in the heritage of the location (Haas, 2013). The leaflets would be responsible for improving the engagement of the audience alongside ensuring the possibilities for increased repeat attendees at the event is conducted in the future.
The invitations for the event would be accounted for as another event deliverable that would comprise of an itinerary of the activities that would be executed in the event. The invitation poses substantial importance as it would be provided to notable dignitaries and special guests for the event and a well-designed invitation improves the appeal of the event and signifies the sophistication of the event (Harris & McCaffer, 2013). The invitations also draw prominent contributions to the event in the form of possibilities for participation of popular music groups as well as local and national dignitaries as well as celebrities.
The venue would also be included as another event deliverable that comprises of notable references to the available space for seating of audience as well as the establishment of stalls. The significance of the venue is observed in providing flexibility for the audience to enjoy the event in the best manner possible and the appeal of the aesthetics of the venue would imply a higher attendance thereby contributing the success of the event (Kerzner, 2013).
Project management tools and techniques:
I think the use of a project management tool like the Gantt chart is responsible for ensuring that appropriate benchmarks recognized for distinct stages of the event project are accomplished precisely. The foremost application of the Gantt chart is to identify the time required for completion of the project initiated from the preparation stages (Kerzner & Kerzner, 2017). The description for the planning of the event and provision of deliverables from the perspective of the Gantt chart can be presented as follows.
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The planning for the event would be initiated with the formation of the project team and the allocation of responsibilities to the authorities. The categorization of the project management hierarchy would be helpful in ascertaining the distribution of reporting and management responsibilities (Kim, Menches & O’Connor, 2013). The next stage would comprise of designing the event structure followed by the fabrication of invitations for the event and delivering them to the specified guests. The next stage would involve the provision of online ticket booking and offline ticket sales that would be open until the date of the event. The project schedule also involves marketing approaches that would be implemented through social media, internet platforms and television advertisements.
Project management structure:
The project management structure is an essential approach to realize the hierarchy arrangement of project teams selected for the event. The structure could provide a specific impression of costs required for individual operational aspects of the event. Furthermore, it would be helpful in maintaining a feasible record of the personnel and staff involved in the project (Long, Sturdivant & Miller, 2017).
The use of a work breakdown structure could be implemented as a product-based planning chart in order to recognize the various deliverables and activities required for providing them. The WBS for the project would comprise of six different teams that comprise of musicians, venue, logistics, safety, finance and security. The venue management reflects on the improvement of the initial appearance of the location for the event (Nichols, 2017). The management of musicians would be associated with contacting the musicians and groups as well as printing and distribution of tickets and invitations.
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The finance aspect of the project would be responsible for fulfilling the objectives of financial analysis for the project and allocation of budget. The marketing aspect of the project management structure would be largely significant for the event as it would be related to the objectives of increasing the visibility of the festival. The notable personnel involved in this aspect of the project management would imply social media marketing personnel and ICT specialists that have comprehensive literacy in digital marketing initiatives. The marketing personnel would also involve offline promotions through television advertisements and pamphlets that are reflective of the significance of the event (Pournader, Tabassi & Baloh, 2015).
The budget for the music festival would be based profoundly on the estimation of deliverables for the project. The budget would also include evaluation of the other aspects such as product-related costs such as souvenirs, music CDs, media photography and customized products. The primary cost associated with the budget is identified in the cost of the venue which could be estimated at $10000 for the day. The security arrangements would be outsourced to an external agency that would be accountable for $4000 in the budget(Smith, Synowka & Smith, 2014). The entertainment services would comprise of the costs for contracting musicians and groups as well as the dance groups.
The costs of entertainment would be accountable for $8000 in the budget. The marketing costs of the event would comprise of social media and internet marketing costs as well as costs for pamphlets and television advertisements that can be amounted to $4000 in the budget. The provision of establishing the stalls and decorating them for different sponsors would account for $5000 in the budget (Student, 2015). Finally, the budget would include the costs of catering for the audience that can be estimated at $8000 according to the expected attendance at the event. The implications for customized products, media photography and technology costs would be assumed as inclusive costs in the budget.
Potential risk factors:
Risks are a prominent concern of project managers that shall include prominent references to the areas of promotional risks, financial risks, reputational risks, technical issues and health and safety risks. The foremost concern should be drawn towards health and safety risks owing to the possibilities of alcoholism, drug use at music festivals and conflicts among the audience. The probabilities for inappropriate waste disposal could be responsible for the exposure of the audience to health risks thereby implying the stakeholder concern of the audience. The financial risks would be primarily vested in the interests of the organizers as stakeholders (Tasevska, Damij & Damij, 2014).
Challenges in Managing Global Team
The lack of appropriate sales of the ticket could be responsible for minimal returns on the investments thereby implying a formidable financial risk. Technical risks are vested in the setup for the organization of the event alongside the technical infrastructure put in place for the performance of the music bands. Reputational risks are notably perceived in the case of the performers, organizers as well as the venue management. Pitfalls in the organization of the event could lead to the loss of reputation for the performers especially due to technical glitches or disruption in the event. Subsequently, the reputation of the organizer could be associated with risk that may lead to the loss of their credibility for future projects.
These issues could be addressed through following appropriate risk management guidelines that would be primarily focused on identification and mitigation of risks factors especially in the context of audience, internal processes of the project, financial aspects and marketing measures.
Evaluation and Control:
The evaluation and control for the fusion music festival would be largely facilitated through feedback apart from project management tools such as the work breakdown structure and Gantt chart for monitoring project milestones. Feedback would be acquired prior to, during and after the event in order to evaluate the effectiveness of the event as a project. The feedback would be primarily targeted on the audience as they are the primary source for promoting music festivals and their perception of the event specifies the success of the event. Prior to the event, the target audience would be surveyed with the help of close-ended questionnaires in order to ascertain the characteristic features they desire in a music festival (Urmy, Sexton & Curtis, 2015).
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During the event, the attending audience could be contacted with surveys or direct interviews in order to gauge the difference between their expectations and experience of the event. After the event, the feedback would be obtained through the rating of the various features of the event by the audience to identify the areas of strength as well as weaknesses in conducting the project. Other tools for evaluation and control of the music festival event include the Gantt chart that can be helpful in comparing the progress of the project according to the milestones established in the schedule (Pournader, Tabassi & Baloh, 2015).
The report presented a comprehensive plan for conducting a fusion music festival at Greenwich in order to promote the long-standing culture of music festivals in the south-east area of London. The notable aspects that were highlighted in the report included establishing objectives for the event in a definitive framework i.e. SMART and recognition of the target audience as well as the entertainment activities that would be included in the event. It is also imperative to note that the project plan for the event also illustrated the event deliverables and project schedule.
The project management structure was presented in accordance with the various operational aspects of the event such as finance, marketing, musician and tickets contracting as well as venue management. The assessment also focused on summarizing the budget required for the event in accordance with event deliverables. In the final sections of the report, the monitoring aspects were emphasized in the form of identification of risks as well as feedback for the event.
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Project management structure:
Food and catering
Product planning chart:
Included in venue
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