Event Management Handbook

Event Management – Putting theory into practice, a South African approach

The main aim of the book is to assist learners to put theory into practice – how to actually DO something, rather than just knowing how to do it.

This handbook emerged from my experience as a lecturer in event management over the past eighteen years.

During my interaction with both full-time and part-time learners, I realised that the prescribed handbooks were pitched at too high a level (as some of the learners were entry level) and did not take the South African event management industry into consideration and that the examples used were either in a British or Australian context.

South African learners struggled to relate to these examples, as some of them have never been out of the country. Another concern was that the majority of the current handbooks were highly theoretical, barely referring to practical examples.

The book provides learners with actual tools – templates and checklists that they will need as effective event managers.

It was further evident that the essential tools required in event management, such as checklists, plans and templates, were lacking in these books. The more the industry evolved and the more learners enrolled to become professional event managers, the more they asked questions such as:

  • “How do I write a sponsorship proposal that sells?”
  • “How do I write a press release to create awareness of my event?”
  • “How do I start my own event management company?”

Many such questions went unanswered because the current material did not do so.

The content of the book has specifically been developed to meet the needs of both learners and practitioners in the industry.

The handbook aims to:

  • provide learners with the tools and templates needed in the industry
  • provide illustrative examples where possible
  • provide learners with comprehensive know-how about organising events, from the initial concept event to evaluation and divestment

Various features were built into the content to enable learners to understand the industry better. They include the following:

  • Definitions and key concepts to introduce learners to the terms used in the event management industry
  • References to event-related websites for South African and the international events industry

Table of Contents

Part A – A theoretical background

Part A is an introduction to event management and strategy. The hard-core theory and fundamental principles of event management are covered in the first two chapters.

Part C – Corporate and consulting event management

Part C introduces the learner to corporate event management and highlights the differences between corporate and consulting event management. This part of the handbook also introduces learners to the entrepreneurial skills required to start their own event management company, and how to pitch for an account.

Part D – Tourism and International Events

Part D gives a brief overview of event tourism and the international event management industry. This section is an introduction to the relation between events and the tourism industry.

Part E – Templates

Part E includes all the templates covered in the handbook. These templates have been provided on the CD accompanying this book.

Chapter 2: Event strategy

  • Evaluation form

Chapter 3: Selecting the venue

  • Site evaluation checklist

Chapter 4: Compiling the event programme

  • Conference programme
  • Programme of events
  • Operational programme

Chapter 5: Choosing speakers, presenters and entertainers

  • Guest speaker agreement

Chapter 6: Presentation and production techniques

  • Briefing documents to event photographer

Chapter 9: Stakeholder management

  • Stakeholder analysis
  • Stakeholder action matrix
  • Stakeholder concern grid
  • Stakeholder management plan

Chapter 10: Risk management

  • Fire safety regulations audit checklist
  • Risk audit checklist
  • Risk register
  • Risk treatment schedule
  • Risk action plan
  • Risk management plan
  • Incident report

Chapter 11: Marketing communication for events

  • Press release
  • Marketing, PR and communications schedule
  • Event IMC plan

Chapter 12: Financial planning

  • Event budget

Chapter 13: Sponsorship

  • Event sponsorship proposal
  • Sponsorship contract
  • Letter confirming sponsorship

Chapter 14: Exhibition management

  • Exhibition management budget
  • Exhibition contract

Chapter 15: Event administration

  • Event registration form
  • Rooming list
  • Delegate list
  • Attendance register
  • Event checklist
  • Speaker equipment request

Chapter 17: How to pitch for an event

  • Presentation checklist

Chapter 18: Starting your own consultancy

  • Business Plan

Part F – Case Studies

Part F provides a broad overview of how events such as the International Metal Casting Conference and the 3rd BRICS Foundry Forum as well as South Africa’s biggest infrastructure project, Gautrain Rapid Rail Link’s, events have been conceptualised, implemented and evaluated, including the risk management of the Tunnel Breakthrough event. It also provides a case study on an exhibition hosted by the Intelligent Transport Society of South Africa.