Develop An Event Concept

COMPETENCY-BASED
LEARNING MATERIAL
Sector:
TOURISM
Qualification:
EVENT MANAGEMENT NC III

Unit of Competency:
DEVELOP AN EVENT CONCEPT
PHINMA EDUCATION NETWORK – ARAULLO

Maharlika Highway, Brgy. Bitas, Cabanatuan City, Nueva Ecija
Hospitality and Event Management NC III Date Developed: Document No. 1

Tourism
Department Plan and Develop Event May 2015 Issued by:
Proposal or Bid
Developed by: Page 1 of 62
Filwyn P. Villanueva
Revision No. 1
EVENT MANAGEMENT NC III
BASIC COMPETENCIES
COMPETENCY UNIT OF
MODULE TITLE CODE
NO COMPETENCY
1 Lead workplace Leading workplace 500311109
communication communication
2 Lead small team Leading small team 500311110
3 Develop and Developing and practice 500311111

practice negotiation skills
negotiation skills
4 Solve workplace Identifying/ determining 500311112
problems fundamental cause of
related to work problem
activities
5 Use Using mathematical 500311113
mathematical concepts and techniques
concepts and
techniques
6 Use relevant Using relevant technologies 500311114
technologies
COMMON COMPETENCIES
COMPETENCY UNIT OF
MODULE TITLE CODE
NO COMPETENCY
1 Roster staff Rostering staff TRS311206
2 Control and Controlling and ordering stock TRS311207

order stock
3 Train small Training small groups TRS311208
groups
4 Establish and Establishing and conducting TRS311209
conduct business relationships
business
relationships
CORE COMPETENCIES: EVENT PLANNING SERVICES

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COMPETENCY UNIT OF
MODULE TITLE CODE
NO COMPETENCY
1 Plan and develop Planning and developing event TRS342315
event proposal or proposal or bid
bid
2 Develop an event Developing an event concept TRS342316

concept
3 Develop an event Developing an event program TRS342317

program
4 Select event venue Selecting event venue and site TRS342318

and site
5 Develop and Developing and updating event TRS342319

update event industry knowledge
industry
knowledge
CORE COMPETENCIES: ON-SITE EVENT MANAGEMENT SERVICES
COMPETENCY UNIT OF
MODULE TITLE CODE
NO COMPETENCY
1 Provide on-site Providing on-site event TRS342320
event management services
management
services
2 Manage contractors Managing contractors for indoor TRS342321
for indoor events
events
3 Develop and Developing and updating TRS342322

update knowledge on protocol
knowledge on
protocol

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MODULE CONTENT
UNIT OF COMPETENCY DEVELOP AN EVENT CONCEPT
MODULE TITLE DEVELOPING AN EVENT CONCEPT
MODULE DESCRIPTOR This module describes the knowledge, skills, behavior

and motivations required to develop the overall
concept, theme and format for a major event
comprising multiple components. An event manager
would generally undertake this process at the
commencement of the event management cycle in
consultation with the stakeholders. Sometimes the
concept development phase is undertaken as part of
the bidding process.
NOMINAL DURATION 8 hours
QUALIFICATION LEVEL NC III
LEARNING OUTCOMES At the end of this module you MUST be able to:
1. Identify overall event objectives and scope.

2. Establish event concept, theme and format.

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LEARNING OUTCOME SUMMARY
LEARNING OUTCOME #1 IDENTIFY OVERALL EVENT OBJECTIVES AND
SCOPE
CONTENTS:  Developing practical concept and format that is
achievable and reflects the event objectives.
 Internal and external factors to be considered
when developing an event concept.
 Key management issues that impact on
development of an event concept.
ASSESSMENT CRITERIA: 1. The key objectives of the event are identified,
clarified and agreed with the stakeholder.
2. Key information is analyzed and stakeholders
are consulted to determine the broad scope of
the event including indicators for:
- size and numbers of guests/delegates
- audience/ participant needs
- location (s)
- duration
- financial investment and other resource
issues.
3. Internal and external factors are analyzed
which may impact on the event.
CONDITION: The students/trainees must be provided with the

following:
 Equipment:
 LCD Projector (optional)
 Overhead Projector (optional)
 Computer
 Printer
 Tools and Accessories:
 Software for presentation skills
Supplies and Materials
 Sample proposal
 Sample brochures and other pertinent document
relating to proposal writing
Learning Materials
 Books relating to business proposal writing
ASSESSMENT METHOD:  Evaluation of concept, theme and format through

a candidate presentation or “bid” for an event
 Oral or written questions to assess knowledge of
the range of key market factors and management
issues to be considered in the concept
development phase
 Review of portfolios of evidence and third party
workplace reports of on-the-job performance by
the candidate.

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LEARNING EXPERIENCES
Learning Outcome 1
IDENTIFY OVERALL EVENT OBJECTIVES AND SCOPE
Learning Activities Special Instructions

1. READ Information Sheet 1.1-1 on PERFORM all activities required by the
interpret event brief. module.
2. ANSWER Self-Check 1.1-1 on interpret CHECK your answer with Answer Key
event brief. 1.1-1.
industry practices relevant to event module.
management.
4. ANSWER Self-Check 1.1-2 on industry CHECK your answer with Answer Key
practices relevant to event 1.1-2.
management.
5. READ Information Sheet 1.1-3 PERFORM all activities required by the
organizational skills in terms of event module.
planning.
6. ANSWER Self-Check 1.1-3 on CHECK your answer with Answer Key
organizational skills in terms of event 1.1-3.
planning.
7. READ and PERFORM Task Sheet 1.1- Evaluate your work in accordance with
3 on organizational skills in terms of Performance Criteria Checklist 1.1-3.
event planning.
8. READ Information Sheet 1.1-4 PERFORM all activities required by the
communication skills. module.
communication skills. 1.1-4.
10. READ and PERFORM Job Sheet 1.1-4 Evaluate your work in accordance with
on preparation and presentation of bid Performance Criteria Checklist 1.1-4.
material.

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INFORMATION SHEET 2.1-1
DEVELOPING PRACTICAL CONCEPT AND FORMAT THAT
IS ACHIEVABLE AND REFLECTS THE EVENT OBJECTIVES
The Concept of the Event

This module will enable us to learn how to conceptualize an event based on the
information we gathered from our prospective clients and the objectives we set and
drafted.
How to Develop the Concept

It is not that easy to develop the concept of an event. As mentioned, there are
various factors to be considered in conceptualizing something that should meet the
minimum requirements of the client, as well as your requirements as a planner. The
success of an event depends on how it was conceptualized, and how the concept
materialized. It is therefore significant that a planner must work slowly but surely to
ensure that every detail is carefully attended to. This can be done by incorporating the
ideas gathered during the interview with the prospects. These are information where
your concept should rely on.
The following factors should be considered in developing the concept:
The format of the event – how do you want the event to look like based on the data
you gathered from the client? Would that be using a convention type, hallmark type, or
sporty type? There are so many formats that you could make use of but the most
important is, it matches to the objectives you set prior to conceptualization of the event
concept. Know the tone of the event, check if it is formal or informal. When a format is
finally chosen, don’t just rely on it. Research on how the format was used in previous
events and checks on how you could exceed on it or at least not have exactly the same
concept.
The purpose of the event – the purpose and the format should go together. This is
because if the purpose is to show sports-related products, the organizer may consider
sporty type of event. The purpose should be the driver in all aspects of the planning
process. It is on this where every detail lies on. To better understand this, suppose that
we are going to run an event for financial planners. This would be in a conference type.
The purpose of this should we say is to facilitate exchange of information that will bring
each participant to the level where they are updated on what’s happening in the
corporate world. So, if this is the case so, it is very obvious that we will need a fairly
standard meeting or convention hall.
The theme of the event - theme of the event has something to say on the concept that
we need to develop. His should be linked to the purpose of the occasion, completely
compatible with attendees needs, and most importantly should be consistent in all
respects. The theme can be historical, cultural, geographical or artistic. Depending on
how you assess the event, the theme should follow on what you feel would be best and
what the client expect from it.
The venue of the event – what venue will best fit the objectives of the event? It is
important that you as an event planner knows exactly where to stage an event based on
the preference of the client. Sometimes, the theme suggests as to where the venue
should be best. Whatever the venue will be, the most important is it will help you
achieve what the objectives are. Aside from this, things to consider in choosing a venue
are the following:

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 accessibility
 location
 ambience
 seating capacity
 safety of attendees
 food and beverage facilities
 availability of other important supplies
 features like stage
 others that are necessary
The participants of the event - during the first phase, you interviewed the prospect
and you were able to know who the participants are. It is important consideration that
you as a planner exactly know who they are in order for you to match the concept of the
event. For example, if you know that majority of the attendees will be professionals and
their purpose of gathering is business conference, the best concept will be a formal type
in a venue suitable for a conference.
The budget for the event – the question on how much the client is willing to finance
the event is very important consideration in designing the event concept. If the event is
just for a day meeting, possibly the budget will not be that much since the main purpose
of such is just to share ideas either on what’s happening in their office , the new
products, and competitor analysis among others. In this regard, the concept will not be
that suitable for a 3 day convention since it will require a large amount for its budget. On
the other hand, when we are taking about budgeting for a wedding event, this may
require just an average amount up to the huge amount that the couple-to-be would be
willing to spend. Either way, your concept will still rely on how much is the allotted
budget to make the event possible.
Timing of the event – another special consideration is the timing of the event based on
when the client wants it to be held. Should they have not given information about this, it
is important that you as a planner exactly know when to hold the event as per details of
it is concerned. Example, if the couple-to-be want a beach wedding, advisable for this is
around late in the afternoon. The reason is that, it would be too hot for the sponsors and
other guests if you will advise them to hold it around 11:00AM to 2:00Pm. Or, 8:00 AM
to 10:00 AM will do (but you must consider also if the participants can be gathered
around that time), depending on how exactly the beach looks like as long as everyone is
taken into consideration with regards to convenience. In other words, the timing of the
event can be linked to factors that a planner must never forget to attend to such as the
season, the day of the week, the time of the day, and the duration of the event.
The people behind the event execution – no matter how good is your concept for a
particular event without proper attention to who will man this and to whom will this event
need assistance, it will never become successful. Remember that in any organization,
the most important asset is he human resources. This is because they are the one who
will be working for the company. Similarly, a group effort of all the stakeholders for the
event is important than anything else because they will be the people behind the
success or failure of its execution.
All aspects shall be considered from the registration down to safety group. To
mention a few, the following are important considerations (add if you think the event will
need more people or contractors other than this list):

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 event team (such as crews, service ambassadors, guest relation officers,
receptionists, per-area coordinator, etc.)
 performers (should the event need to have this)
 emergency services
 event contractors / suppliers
How to Analyze the Event Concept

When a concept is already in mind, the next step is to analyze it. There should
always be an alternative concept whenever the first plan does not meet all your
objectives. The following questions can help you analyze your concept prior to
designing it:
 Does it satisfy the objectives you have set in accordance to the requirements of
the client?
 Is it the concept that meets the kind of participants it has?
 Is the concept attainable?
 Is the concept suited to the kind of event?
 Is the concept applicable on the day, time, and season for that event?
 Are all areas covered?
 Are all areas considered when it comes to implementation of the event?
 Are there enough resources for this concept to materialize?
 Are the resource speakers (if any) available on the day of the event?
 Can your team hold such event in as much as skills is concerned?
 Are there contingency plans that will avoid or solve problems that may be
encountered along the way?
 Is the venue accessible for all the participants?
 Is the concept suited for the budget of the event?
There may be other considerations that you have to look into prior to designing the
event. Sometimes, along the way, there are concerns that during the event
conceptualization you were not able to look into. However, this should not be critical,
meaning, not a big issue that you as a planner did not able to think about it (example
you forgot to look for a venue, wow! Never do that!). Small details can be fixed along the
way, but not the big one. Imagine if you forgot to consider hiring a competent speaker
when the client requested for one and during the event, no one speaks for them. For
sure, this event will be a disaster.
One Final Look on the Event Concept

Once you have analyzed the concept, take a final look into it. Are the missing
important details? Is there a need for alteration? Is there a need for total revision?
Well not a problem. As we all know, everything to make it successful should be

done not on an overnight basis only. Relax and widen your horizons. Create a checklist.
Look into this, and then start all over again.
You may consider having three options or more. Depending on how will you do it,
your call. With other options you can choose from, you will have your point of reference.
You may consider the advantages and disadvantages of the options you have made.
When you are done, then congratulations! Finally, you will move on to designing
the event concept.

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How to Design an Event Concept
So, we are now on the stage of designing the event concept. As this is crucial, all
details must not be overlooked to avoid inconvenience during the event proper, let’s use
as an example the Seminar Event held by the MBA Class of PUP in Manila under the
course Seminar in Marketing Trends and Issues. The group had organized an event for
a 400-seater venue which was entitled “Mark for Success: Emerging Marketing
Strategies for 2012 and beyond”. The following main creative elements, made the event
concept successful:
 Come up with a theme – the group conceptualizes a theme where all details
were in accordance to that. A lot of suggestions came out, which is very useful
because they were able to gather more ideas and options to opt to. Until they
finally agreed that the title as mentioned above will best appeal their chosen
audience, everything now follows.
 Consider the layout – the team did their best in considering the event layout.
From the venue to the invitation, tarpaulin or marketing materials, all were in sync
to the theme. As this is a 400-seater venue, the layout for the area was a
classroom type which made the attendees comfortable. The entrance and exit
areas were clearly emphasized making the line so smooth even during the time
of claiming the attendees’ certificate of participation. Background music was
carefully planned ensuring that all audiences can relate to it.
 Do not overlook the décor – simply decorated, still the event area was
conducive for the attendees. The group believed that the lesser decoration, the
better since the event was a seminar. They made it sure that it still go with the
theme. Some tower balloons were placed at the stage with the LCD projector as
its backdrop. At the reception area, the organizer made it sure that the table was
skirted with linens of the same color of the event concept.
 Look for suppliers and sponsors – these groups are very important in an
event. Suppliers for the event’s need should be considered to ensure that they
will give you only the best supplies. Sponsors on the other hand make the vent
more attractive especially when these are well-known establishments or
organization. The group in their seminar has a lot of sponsors that made the
attendees more excited since they were able to provide them with gift certificates
and other items from the sponsors. Based on the comments of the attendees, the
raffle prizes were great and that it added an appeal to them to attend said event.
 Create a technical support – as in every event technical glitches are always

possible, a technical group shall not be over looked. In the event of the PUP
students, their technical supports were just standing by ready for any technical
problems.
 Consider ’ staging’ – the group did not overlook staging of the event. As
mentioned above, the stage was decorated by tower balloons and the LCD
projector as backdrop which makes it beautiful since the event flow is flashed on
that screen.

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 Add entertainment – to some events, entertainment is peripheral, and to some it
is central. What is important here is that, the entertainment suits the purpose of
the event. Since the group of students who held the seminar event focused the
event on marketing, they believed that adding sort of entertainment will make the
audience more alive and participative.
 Consider the talents – this may come in the form of musical performers,
athletes, dancers, speakers, and even the masters of the ceremony. As these
people are important for the success of an event, they must be well-taken care
of. The event held by the students is a seminar, with this, speakers and hosts are
important to them. They made it sure that the speakers were here prior to their
time to speak. Although there was one speaker who was not able to make it, the
organizer did not panic since they were ready ahead of time. Standby speaker
filled in the gap and that was great. The hosts were lively and had graced the
event.
 Never forget the catering service – though the seminar needs not to ask for a
caterer, this is important that every event organizer should consider. No matter
how good the speakers and hosts are if the food were served late or with less
quality, the mood will surely be replaced by complaints on this kind of service. It
is therefore significant that service providers are well-trained and alert to the
needs of the attendees.
Of these creative elements, none shall be overlooked if we are aiming for a

successful event.
What to consider for an Event Concept

Now that you were able to design the event concept, logistical elements shall not
also be taken for granted (Wagen, 2009). These are the following:
 Site access – would it be easy for the attendees to park their vehicles close to
the venue? Can they off-load easily? Is there enough parking spaces?
 Physical limitations – is it easy to move around especially when carrying

heavy equipment?
 Cleaning – is it the organizer who will do the cleaning or contracted?
 Basic services – can be the event organizer provide water easily? Is there
electricity?
 Site dimensions – is the site too high? Is it too low or narrow?
 Toilet facilities – are these available in the area? Are these portable or fixed?
 Catering – would there be obstacles or problems when transporting, storing

and serving food?
 Safety – were the patrol, exits, fire procedures, first aid considered and in
place?

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Screening the Event Concept
You now have the event concept. You have developed it and were able to
identify what things are needed to make it successful. The next thing to do is to check
whether the concept will be feasible to the client, guests, and/ or expected participants,
or shall we say your target market. This chapter will enable you to scrutinize the most
important aspect in event planning, ensuring that the event will attract crowds and make
sure that the one is aware on the risks that he or she may encounter along the way.
Feasibility of the Event Concept

Truly, as discussed in the previous chapter, developing the concept is not that
easy. Once you have it, in which was emphasized in chapter 6, the next thing to do is to
screen if it will be feasible, not only to the clients but to all concerned. One thing that an
event manager must remember is the possibility of the event to go spectacularly wrong,
than spectacularly right.
Supposing that the event concept developed is for a wedding. Let’s assume that
the client is very strict on the perfectness of the details (which the author believes that
all would probably be strict on the details) as this is the most important event in her life,
the following will enable a manager to screen if it will be feasible:
1. The goodness of the idea- Was the idea good ( if not perfect) for the wedding?
Were all the details required by the client considered? Did you consider coming
up with another version should the first one not work?
2. The skills needed to run the event- with the details given and the expectations
set by client, are the skills of the event team fitted to successfully run the event?
Would the skills of the team translate what the client expected to have in her
most important day of her life.
3. The venue for the event- is the venue, if chosen by the client, if chosen by the
client, fitted to the concept developed? If chosen by the planner, is it suitable for
the client’s expectation? Is it accessible for the attendees? Are there amenities or
facilities that will support the team in providing excellent service to the
attendees? It is affordable?
4. The event’s attractiveness- is the event attractive for the attendees? Will it give
a good impression that will stick in the minds of the attendees? Or would it be the
other way around?
5. The flow of the event- is the flow of the event acceptable according to the
instructions of the client? Would the sequence not create a boring moment or
dead air? Is the host (emcee) confident to manage the flow of the event? Are all
aspects of the wedding ceremony considered?
6. The risks that might be encountered- most importantly, have you considered
the risk that may be encountered during the event? Have you considered the
following and provided a contingency plan should they happen:

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 Crowd control
 Security of attendees as well as event team
 Weather
 Water breakdown
 Power interruption
 Food poisoning
These keys to the event success are very important that should be considered.
As these will be dependent on how the event team managed the event, the result will
always fall on the shoulders of the organization.
SWOT Analysis for the Event Concept

Strengths, weaknesses, threats, and opportunities, or simply called SWOT
analysis is very important for every event. In the concept that you have developed for
the wedding ( as our example), the following will also help you in ensuring that the event
will be successful.:
Strengths- this refers to what the team has in order to come up with a successful
event. The commitment of the team, their skills, knowledge and attitude towards this are
internal factors that the organization will be able to make use so as to present a perfect
event for the client.
Weaknesses- opposite of what strengths the team has, these are internal
weaknesses or shortcomings of the team that will become a big hindrance in ensuring a
successful event. The simple absence of most of the members of the organization
during event conceptualization is a weakness that should be looked into to avoid
inconvenience in the event proper. The inability to understand instructions of the team
members will also be a weakness of the group.
Opportunities- these refer to the external aspects that may be of help to the
success of the event. Since wedding are personalized event, sponsors may not be in
common, however, the help of the family of the soon-to-be wed couple will allow the
organizer to come up with a perfect design and concept since they better know their
relatives than the team. For other events, sponsorships are important that would help
an event more exciting and successful.
Threats- another external aspect that would ruin the perfectness of an event are
the threats such as poor crowd behavior and poor communication with the suppliers.

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Event Concept Deliberation
Not because you had proven yourself being an effective event manager, you will
no longer ask the opinion of other people. It would be best to get the opinion of the
team or at least any of the people whom you will be working with aside from yourself.
The saying ‘two heads are better than one’ is always a good factor to be considered
especially when we are to present an idea to a discriminating client. Deliberate or
brainstorm with your team.
The following will help you get at the right track:

1. Present the project (wedding, sports, pageant, birthday, book launch, etc.)
2. Introduce the client (who they are)
3. Enumerate client’s expectation (what they want to have, to expect for the
event, their objectives.)
4. Show your plan (lay down what you wanted to be for the event, emphasize
where the expectations of the client were met.
5. Get the idea/reaction/suggestion of the team ( know what they wanted to be
included, or what they see from your concept.)
6. Let them explain why they suggest this/that (allow for explanation per
suggestion or comment, after all, your decisions will still be final).
7. Incorporate suggestions/ recommendations (should you find their suggestions
will be beneficial in achieving the objectives of the event.
8. Summarize what were discussed (recap what has been discussed, this will
also serve as draft prior to filling the gaps for this event.)
9. Prepare the proposal and meet the client for approval (prepare a good
proposal and be ready for questions that will be possibly asked by the client.)

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SELF CHECK 2.1-1
MULTIPLE CHOICE:
1. The following are factors to consider in developing event concept except

a. The purpose of the event
b. The venue of the event
c. The food in the event
d. The venue of the event
2. The following are factors to consider in venue selection except
a. ambiance
b. safety of attendees
c. seating capacity
d. none of the above
3. It has something to say on the concept that we need to develop. His should be
linked to the purpose of the occasion, completely compatible with attendees needs,
and most importantly should be consistent in all respects.
a. Event concept
b. Event attractions
c. Event theme
d. Event objective
4. Is the product of consolidated details based on the information we gathered from our
prospective clients and the objectives we set and drafted.
a. Event concept
b. Event attractions
c. Event theme
d. Event objective

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SELF CHECK ANSWER KEY 2.1-1
1. C
2. D
3. C
4. A

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JOB SHEET 2.1-1
Title: EVENT CONCEPTUALIZATION

Performance Objective: Draft an event concept in compliance with the give
requirements
Supplies/Materials : Ball pen and bond paper
Equipment: N/A
Steps/Procedure:
Design a plan / concept for a debut party of a well-known personality (daughter
of a politician or any other reason why the client is well-known.) You need to
consider the following as instructed by the client:
1. Motif- combination of red, white and light pink.
2. Garden ceremony with red, white and light pink flowers.
3. With overlooking terrace to the garden (venue will be dependent to the
recommendations of the event planner)
4. Menu is Mediterranean.
5. Flow of the event (18 roses, 18 wines, etc.) will be dependent to the event
planner.
6. Good for 150 pax.
7. Other details will be dependent to the suggestions of the event planner
(creative ideas from the planner since the client might consider service from
other event planners as well.)
Assessment Method:
Oral questioning.

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Performance Criteria Checklist 2.1-1
CRITERIA YES NO
1. The information written is complete and realistic.
2. The trainee was able to present the proposal.
3. The trainee is knowledgeable about the details of the proposal.
4. The trainee communicates the contents of the proposal
clearly.
5. The requirements for the event are met and emphasized.

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WRITTEN TEST 2.1
MULTIPLE CHOICE
1. It is not that easy to develop the concept of an event. There are various factors
to be considered in conceptualizing something that should meet the minimum
requirements of the client, as well as your requirements as a planner.
a. Both statements are correct

b. Both statements are incorrect
c. Statement 1 is correct while statement 2 is incorrect.
d. Statement 1 is incorrect while statement 2 is correct
2. The success of an event depends on how it was conceptualized, and how the
concept materialized. It is therefore, significant that a planner must work slowly
but surely to ensure that every detail is carefully attended to.

3. If your question as a planner is ‘how do I want the event to look like’ based on
the data you gathered from the client, what factor are you considering in
developing the event concept?
a. Format
b. Purpose
c. Theme
d. Venue
4. This factor consider in developing the event concept should be linked to the
purpose of the occasion, completely compatible with attendees’ needs, and most
importantly should be consistent in all aspects.
a. Format
b. Purpose
c. Theme
d. Venue
5. What factor in developing event concept should you consider if you are
concerned about staging the occasion?
a. Format
b. Purpose
c. Theme
d. Venue

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6. Which of the following is NOT a thing to consider in choosing an event venue?
a. Accessibility
b. Ambience
c. Dependability
d. Seating capacity
7. The question on how much the client is willing to finance his event is not an
important consideration in designing the event concept. If the event is just for a
day meeting, possibly, the budget will be much since the main purpose of such
is just to share ideas either on what’s happening in their office, the new products,
and competitor analysis among others.

8. No matter how good is your concept for a particular event without proper
attention to who will man and to whom this event need assistance, it will never
become successful. Remember that in any organization, the most important
asset is the human resources.

9. The purpose and the format of the event should go together. If the purpose is to
show sports-related products, the organizer should consider sporty type of event.

10. Bernard would like to come up with something forest-like ambience for the event
of the ABC Campers. What factor is he considering in the process of developing
the event concept?
a. Format
b. Purpose
c. Theme
d. Venue

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ANSWER KEY WRITTEN TEST 2.1
MULTIPLE CHOICE
1. A
2. B
3. C
4. A
5. D
6. C
7. B
8. A
9. A
10. D

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LEARNING OUTCOME SUMMARY
LEARNING OUTCOME #2 ESTABLISH EVENT CONCEPT, THEME AND
FORMAT
CONTENTS:  Different styles of event.
 Creative options to be considered when
developing an event concept
 Key event stakeholders
 Use of office electronic equipment
ASSESSMENT CRITERIA: 1. An overall event concept, theme and format are
developed which reflect key objectives and meet
the needs of the potential audience.
2. Creative elements are incorporated into the
event concept and theme.
3. Operational practicality and cohesiveness of the
concept, theme and format are verified through
consultation and analysis.
4. A summary of key logistical requirements is
developed based on the overall concept, theme
and format.
5. Accurate and complete information on the
concept, theme and format is provided to all
relevant stakeholders to facilitate timely and
effective planning and implementation.
6. Approval from stakeholders is obtained prior to
implementation.
CONDITION: The students/trainees must be provided with the
following:
 Equipment:
 LCD Projector (optional)
 Overhead Projector (optional)
 Computer
 Printer
 Tools and Accessories:
 Software for presentation skills
Supplies and Materials
 Sample proposal
 Sample brochures and other pertinent document
relating to proposal writing
Learning Materials
 Books relating to business proposal writing
ASSESSMENT METHOD:  Evaluation of concept, theme and format through
a candidate presentation or “bid” for an event
 Oral or written questions to assess knowledge of
the range of key market factors and management
issues to be considered in the concept
development phase
 Review of portfolios of evidence and third party
workplace reports of on-the-job performance by
the candidate.

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LEARNING EXPERIENCES
Learning Outcome 2
DEVELOP PROPOSAL AND BID DETAILS
Learning Activities Special Instructions

1. READ Information Sheet 1.2-1 on the PERFORM all activities required by the
proposal/bidding process for a specific module.
meeting/event.
2. ANSWER Self-Check 1.2-1 on the CHECK your answer with Answer Key
proposal/bidding process for a specific 1.2-1.
meeting/event.
requirements and professional module.
presentation of bid materials and
documents.
requirements and professional 1.2-2.
presentation of bid materials and
documents.
typical bid/proposal requirements and module.
formats.
6. ANSWER Self-Check 1.2-3 typical CHECK your answer with Answer Key
bid/proposal requirements and formats. 1.2-3.

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DIFFERENT STYLES OF EVENT
Types of Events
There are almost countless types of events, some are demanded frequently by
customers, others seldom Find in-depth information about the most important types of
events. EventManagement.com presents and describes the diversity of the event
planning industry. Corporate Events
Conferences are popular and important business events. Everything

about the event management of academic, medical and business conferences
Seminars educational events for the training of managers and

employees. Most seminars are not comparable with boring lectures. Interactivity is core!
Meetings are common business events in large companies, perfect to

discuss operational and financial strategies
Team Building Events a key to develop and motivate teams in

companies and divisions. Everything about the planning of professional team building
events
Trade Shows exhibitions where companies can present and demonstrate

their latest products. A professional presentation is crucial
Business Dinners a long-standing corporate tradition to conclude fiscal

years, celebrate new milestones or to get in contact with key customers

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Golf Events golf tournaments or retreats. Those events aim to acquire
new customers, to increase customer loyalty or to motivate employees
Press Conferences perfect business events to promote new products,

launch marketing campaigns or to inform the shareholders and public about financial
issues
Networking Events are personal marketing galas. Such events are great
opportunities for contact establishment and personal marketing
Incentive Travel are perfect to reward and to motivate employees or to

increase customer loyalty and retention. Everything about incentive travel:
Opening Ceremonies are held to start conventions, annual meetings and

other events that last for two or more days. Find everything about opening events
Product Launches are critical for the successful market introduction of

some products. A perfect product presentation might also increase the media coverage
Theme Parties events that devote to a special topic. Popular events are
casino nights or Halloween parties. Ideas and planning tips
VIP Events are used to increase customer loyalty. Professional planners

organizing VIP events that ultimately increase your revenues

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Trade Fairs are a great opportunity to present your latest products to
customers and business partners.
Shareholder Meetings are yearly and obligatory events to inform a

corporation's shareholders about company issues and to elect the Board of Directors
Award Ceremonies are great events to honor and motivate key staff or
to acquire and retain customers. Event planners are able to organize events to
remember
Incentive Events motivate employees or close the ties to customers.

Event managers are planning events that help to enhance customer loyalty
Board Meetings focus on strategic goals and visions. The event venue
and the planning process should reflect the prestigious nature of these meetings
Executive Retreats escapes from stressful work schedules and the day-
to-day business. Learn how they should stimulate free thinking and creativity
Weddings should be the most important days in the life of brides, grooms
and their families. Professional event managers help to plan the events

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Birthdays require seldom a professional event manager, but there are
exceptions. Find out how event managers can help you to make your party a success
Wedding Anniversaries celebrate milestones in a couple's life together.

Ideas and hints that help you to plan those events or find professional even managers
Family Events are great opportunities to assemble whole families. We

offer hints and ideas to plan perfect family events like birthdays, weddings, etc.

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SELF CHECK 2.2-1
IDENTIFICATION
1. It focuses on strategic goals and visions. The event venue and the planning process
should reflect the prestigious nature of these meetings
2. It aims to motivate employees or close the ties to customers. Event managers are
planning events that help to enhance customer loyalty.
3. Are popular and important business events. Everything about the event management
of academic, medical and business conferences
4. Are exhibitions where companies can present and demonstrate their latest products.
A professional presentation is crucial

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1. BOARD MEETING
2. INCENTIVE EVENTS
3. CONFERENCE
4. TRADE FAIR

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CREATIVITY OPTIONS TO BE CONSIDERED WHEN
DEVELOPING AN EVENT CONCEPT
Common denominator in event planning is creativity. No one sets out to

coordinate the “most uninspired meeting of all time.” Event planners want to be
remembered for integrating originality and imagination into their events. Often times
though there is a boundary to our creativity. It could be a limited budget, or a
conservative theme that leaves us wondering where we can sneak in a dash of
personality.
To help conquer situations like this, I’ve listed outlined some of the nearly-infinite
event components where planners can add their creative touch. Next to each one you’ll
see an example of how to invigorate these details beyond the standard fare.
Event Title
Your title is the first thing that sells prospective attendees on your event.
Standard Example: The 23rd Annual Black & White Ball
Creative Example: 23 Years in the Making… Tuxedos under Twilight
Invitations
This is another first impression element that should effectively market your event.
Standard Example: White card with plain text in a white envelope.
Creative Example: Bright envelope with image-rich postcards that describe the
occasion.
Venue
A special location can spark excitement weeks before the event takes place.
Standard Example: Hotel meeting room.
Creative Example: Restaurant or private suite at an arena or ballpark.
Catering
Every meeting and theme can be partnered with a unique food experience.
Standard Example: Grilled chicken with rice.
Creative Example: Chipolte BBQ pork loin served with mashed sweet potatoes.
Lighting
Lighting is one of the most basic elements of design, and it can be used in variety of
ways.
Standard Example: Spotlights on stage.
Creative Example: Colorful uplighting to illuminate walls and white linens.

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Seating Arrangements
After registration, the next top concern for guests is where they will be seated.
Standard Example: Round tables of 8.
Creative Example: Crescent rounds of 6 to eliminate guests having their backs to the
stage.
Design Props
Props come in many different forms, from simple stage ferns to detailed scenery motifs.
Standard Example: Backdrops and banners on the stage.
Creative Example: Themed inflatables set outside the room or venue entrance.
Staff
Greeters, servers, and registration staff can integrate the theme of your event into their
uniforms.
Standard Example: Monogrammed polo shirts and khakis.
Creative Examples: Sports uniforms, construction hats, or costumes.
Stage Design
The stage is the focal point throughout the event so keep it visible and engaging.
Standard Example: 8x12 rectangular stage centered on the wall.
Creative Example: Runway stage that extends into the audience for more engagement.
Table Linens
Napkins by themselves have the capacity to become a visual design element.
Standard Example: White table linens with burgundy flat-folded napkins.
Creative Example: Floor-length table linens in a solid color with contrasting napkins in a
pyramid fold.
Chair Covers
Even the nicest banquet chairs look complacent at a large event.
Standard Example: White linen chair cover with bow tie.
Creative Example: Spandex stretch covers that match the table linens.
Guest Speakers
Speakers and their message represent the content of your event and thus are tied
closely to its success.
Standard Example: Vice President of Sales and Marketing.
Creative Example: Celebrity or outside presenter who can tie past success with your
company’s objectives.

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Entertainment
Entertainers can perform before or after the content to add another unique element to
the occasion.
Standard Example: DJ or Jazz Trio.
Creative Examples: Recording artists or talented performers from an area school.
Centerpieces Whatever sits in the center of each guest table will be viewed for hours.
Don’t waste opportunity!
Standard Example: Fresh cut flowers or potable plants that can be taken home by
guests.
Creative Examples: Ceramic artwork, picture collages or fiber optic centerpieces.
Table Cards
These are the signs placed at each table to identify the table number or guest seating
position.
Standard Example: Printed card stock.
Creative Example: Framed table numbers that match the décor of the table.
These are just some of the nooks and crannies where planners can add a creative
touch to events. The truth is that just about any facet of event production can be
customized in some manner. The easiest way to get inspired is to attend as many
industry conferences as you can, and network with other planners when possible.

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SELF CHECK 2.2-2
MULTIPLE CHOICE
1. All of the following are attachment of bidding forms except

a. Performance Security Form
b. Technical Specifications
c. Contract Agreement Form
2. It is a document used in the procurement process which consists of all the products
needed for your project, the quantity of each product, its specifications.
a. Bid Form
b. Bid Data Sheet
c. Schedule of Requirements
3. It provides the information necessary for Bidders to prepare responsive bids, in

accordance with the requirements of the Procuring Entity
a. Instruction to Bidders
b. Bid Form
4. It provides information that enables potential Bidders to decide whether to participate

in the procurement at hand
a. Technical Specifications
b. Bid Data Sheet
c. Invitation to Bid

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1. b
2. c
3. a
4. c

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KEY EVENT STAKEHOLDERS
Event stakeholders are individuals and groups who have some form of interest
in the event. Such interest may be financial, emotional, political, social or any form of
personal involvement in the event. The event manager is just one of those who have
interest in the success of event.
The Host. This is the group or person who is giving the event. The host may be
the originator or champion of the idea to gather people together for a particular
occasion; the main celebrator; or the one financing all the expenses for the event. For
the event manager, the host is the client-the group or person from whom you are to get
directions from. The host is also a partner with whom the event manager works to
ensure a successful event. The host’s expectations must be clearly understood and
managed very well.
The Guests. These are the people attending the event; they are variously called
audience, participants, attendees or visitors. Purportedly, the event is created to please
this distinguished group; therefore, it is their needs that must be understood and
satisfied. Guests may be passive; they just go with the flow of activities, watching,
observing, taking it all in. On the other hand, guests may be active- they are made part
of the experience of the whole event. The event manager must have a very vivid picture
of who the guests would be or who would be in the audience, so as to make the event
as suited to get their investment’s worth from the event-be it an investment of money or
of time. Therefore, the event manager must know what the guests’ needs are, and how
these could best be satisfied before, during and after the event.
The Event Committee. This refers to the group involved in the planning and
execution of an event. This can be an ad hoc group from the host organization, a team
of volunteers, the host’s staff, plus, the event manager’s own team. Together, this group
is tasked with putting together all the elements that will make the event success.
The Financer. This is the money man-the one who foots the bill. He/She may or
may not be involved in the planning and executions of the event, but he/she is out to
make sure that he/she gets a reasonable return on his/her investment.
The Suppliers. The event manager works with other companies that will bring
the event concept into reality. These companies also stake their time, resources and
reputation on the event. Suppliers are also among the event manager’s partners to
ensure a winning event.
The Externals. These include other entities external to the host or the event
manager, but have a financial, emotional, political, social or personal interest in the
event. Government regulatory agencies, the media, the local government, the
community, corporate shareholders, etc. might have their own stake on the event-and it
is the job of the event manager to make sure that all concerns are duly addressed.

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While all stakeholders have the event’s success in mind, each may define
success differently. It is inevitable for each of these stakeholders to have varied and, at
times, conflicting concerns on one event. The event manager must be able to identify
these concerns, and strike a balance that would allow each party the best return on its
investment, in the light of the event’s overall objective.
An event manager effectively and efficiently envisions, executes and evaluates

unique happenings that bring people together-people who are meant to enjoy the
happening, people who create the happening, people who provides resources for the
happening, and people who in one way or another benefit from the happening.

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SELF CHECK 2.2-3
TRUE OR FALSE
1. The Bid Form and the Price Schedule submitted by the Bidder is part of the Contract
Agreement Form.
2. Bank Guarantee Form for Advance Payment is a substantial part of typical bid
requirement.
3. Goods offered from abroad and goods offered in the Philippines are listed in only one
form.
4. Technical Specification is a part of Bank Guarantee Form for Advance Payment.

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1. TRUE
2. TRUE
3. FALSE
4. FALSE

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USE OF OFFICE EQUIPMENT

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SELF-CHECK 2.2-4
TRUE OR FALSE
Agreement Form.
requirement.
form.
SELF CHECK ANSWER 2.2-4

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1. TRUE
2. TRUE
3. FALSE
4. FALSE

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TRUE OR FALSE
Agreement Form.
requirement.
form.

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SELF CHECK ANSWER 2.2-4
1. TRUE
2. TRUE
3. FALSE
4. FALSE

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WRITTEN TEST 1.2
TRUE OR FALSE
1. Public transportation to the venue is not part of the content of bid.

2. The club or organization that wins the bid may be entitled to an amount of funding
from the governing body to alleviate certain costs that will likely be incurred.
3. If the venue has staged similar events in the past, it is not necessary to mention this.
4. It is not necessary to put in the qualification of persons in the event management
team.
Agreement Form.
requirement.
form.
MULTIPLE CHOICE

a. Bid Form
b. Bid Data Sheet

b. Bid Form

b. Bid Data Sheet

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TRUE OR FALSE
1. FALSE
2. TRUE
3. FALSE
4. FALSE
5. TRUE
6. TRUE
7. FALSE
8. FALSE
MULTIPLE CHOICE
1. B
2. C
3. A
4. C

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JOB SHEET 1.3-5
Title: PREPARATION AND PRESENTATION OF BID

MATERIAL
Performance Objective: Given an event brief template, prepare a proposal for
an event and discuss the contents to your trainer.
Supplies/Materials : Ball pen and event brief template
Equipment: N/A
Steps/Procedure:
1. Using the provided event brief template, prepare a
proposal for alumni homecoming of Araullo
University batch 1975.
2. After completion of the template, present the
details to your trainer. Oral questioning comes right
after the presentation of the proposal.
Assessment Method:
Oral questioning.

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Performance Criteria Checklist 1.3-5
CRITERIA YES NO
9. The information written in the template is complete and realistic.
10. The trainee was able to present the proposal.
11. The trainee is knowledgeable about the details of the proposal.
12. The trainee communicates the contents of the bid clearly.

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WRITTEN TEST 1.3
TRUE OR FALSE
1. An event is often described as something that ‘happens’.

1. Getz writes that events are an important aspect of human life and that our
understanding of them is poorly developed.
2. According to Goldblatt, “No matter how hard one tries, it is literally impossible to
replicate an event”.
3. Small business breakfast is considered event.
5. The club or organization that wins the bid may be entitled to an amount of
funding from the governing body to alleviate certain costs that will likely be
incurred.
6. If the venue has staged similar events in the past, it is not necessary to mention
this.
team.
8. The Bid Form and the Price Schedule submitted by the Bidder is part of the
Contract Agreement Form.
requirement.
10. Goods offered from abroad and goods offered in the Philippines are listed in only
one form.
MULTIPLE CHOICE
1. It involves allocating a time period for specific tasks or workload, and then assigning
tasks to certain employees
a. Scheduling
b. Planning
c. General Organizing Skills
2. It allow employees to determine the supplies they need, how to arrange their files and
whom to contact for specific information
a. Scheduling
b. Planning
3. A marketing manager often hires a marketing research agency to conduct surveys,

tabulate the results and deliver the data tables. It is an example of what organizational
skills?
a. General Organizing Skills
b. Coordinating Resources

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4. This organizational skill usually related to the ability to prioritize tasks, delegate and
be productive.
b. Meeting Deadlines

a. Bid Form
b. Bid Data Sheet

b. Bid Form

b. Bid Data Sheet

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TRUE OR FALSE
1. TRUE
2. FALSE
3. FALSE
4. TRUE
5. TRUE
6. FALSE
7. FALSE
8. TRUE
9. FALSE
10. FALSE
11. TRUE
12. TRUE
13. FALSE
14. FALSE
MULTIPLE CHOICE
1. A
2. C
3. B
4. B
5. B
6. C
7. A
8. C

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WRITTEN TEST 1.3
TRUE OR FALSE
1. An event is often described as something that ‘happens’.

2. Getz writes that events are an important aspect of human life and that our
understanding of them is poorly developed.
3. According to Goldblatt, “No matter how hard one tries, it is literally impossible to
replicate an event”.
4. Small business breakfast is considered event.
6. The club or organization that wins the bid may be entitled to an amount of funding
from the governing body to alleviate certain costs that will likely be incurred.
7. If the venue has staged similar events in the past, it is not necessary to mention
this.
team.
9. The Bid Form and the Price Schedule submitted by the Bidder is part of the
Contract Agreement Form.
requirement.
11. Goods offered from abroad and goods offered in the Philippines are listed in only
one form.
13. Good communication skills are vital in helping you to work effectively, build solid
relationships and prevent unnecessary misunderstandings.
14. Confidence is not a relevant aspect of communication skills.
15. The best way of communicating is to dither around the point, or to express
uncertain with what you are saying.
16. Opinion of others is insignificant in establishing good communication.
MULTIPLE CHOICE
1. It involves allocating a time period for specific tasks or workload, and then assigning
tasks to certain employees
a. Scheduling
b. Planning
2. It allow employees to determine the supplies they need, how to arrange their files and
whom to contact for specific information
a. Scheduling
b. Planning
3. A marketing manager often hires a marketing research agency to conduct surveys,

tabulate the results and deliver the data tables. It is an example of what organizational
skills?
b. Coordinating Resources

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4. This organizational skill usually related to the ability to prioritize tasks, delegate and
be productive.
b. Meeting Deadlines

a. Bid Form
b. Bid Data Sheet

b. Bid Form

b. Bid Data Sheet

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TRUE OR FALSE
1. TRUE
2. FALSE
3. FALSE
4. TRUE
5. FALSE
6. FALSE
7. TRUE
8. TRUE
9. TRUE
10. FALSE
11. FALSE
12. TRUE
13. TRUE
14. FALSE
15. FALSE
16. FALSE
MULTIPLE CHOICE
1. A
2. C
3. B
4. B
5. B
6. C
7. A
8. C

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Develop An Event Concept

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COMPETENCY-BASED

EVENT MANAGEMENT NC III

PHINMA EDUCATION NETWORK – ARAULLO

Hospitality and Event Management NC III Date Developed: Document No. 1

3 Develop and Developing and practice 500311111

2 Control and Controlling and ordering stock TRS311207

CORE COMPETENCIES: EVENT PLANNING SERVICES

Hospitality and Event Management NC III Date Developed: Document No. 1

2 Develop an event Developing an event concept TRS342316

3 Develop an event Developing an event program TRS342317

4 Select event venue Selecting event venue and site TRS342318

5 Develop and Developing and updating event TRS342319

CORE COMPETENCIES: ON-SITE EVENT MANAGEMENT SERVICES

3 Develop and Developing and updating TRS342322

Hospitality and Event Management NC III Date Developed: Document No. 1

UNIT OF COMPETENCY DEVELOP AN EVENT CONCEPT

MODULE TITLE DEVELOPING AN EVENT CONCEPT

MODULE DESCRIPTOR This module describes the knowledge, skills, behavior

NOMINAL DURATION 8 hours

QUALIFICATION LEVEL NC III

1. Identify overall event objectives and scope.

Hospitality and Event Management NC III Date Developed: Document No. 1

CONDITION: The students/trainees must be provided with the

ASSESSMENT METHOD:  Evaluation of concept, theme and format through

Hospitality and Event Management NC III Date Developed: Document No. 1

IDENTIFY OVERALL EVENT OBJECTIVES AND SCOPE

Learning Activities Special Instructions

Hospitality and Event Management NC III Date Developed: Document No. 1

The Concept of the Event

How to Develop the Concept

The following factors should be considered in developing the concept:

Hospitality and Event Management NC III Date Developed: Document No. 1

Hospitality and Event Management NC III Date Developed: Document No. 1

How to Analyze the Event Concept

One Final Look on the Event Concept

Well not a problem. As we all know, everything to make it successful should be

Hospitality and Event Management NC III Date Developed: Document No. 1

 Create a technical support – as in every event technical glitches are always

Hospitality and Event Management NC III Date Developed: Document No. 1

Of these creative elements, none shall be overlooked if we are aiming for a

What to consider for an Event Concept

 Physical limitations – is it easy to move around especially when carrying

 Cleaning – is it the organizer who will do the cleaning or contracted?

 Site dimensions – is the site too high? Is it too low or narrow?

 Catering – would there be obstacles or problems when transporting, storing

Hospitality and Event Management NC III Date Developed: Document No. 1

Feasibility of the Event Concept

Hospitality and Event Management NC III Date Developed: Document No. 1

SWOT Analysis for the Event Concept

Hospitality and Event Management NC III Date Developed: Document No. 1

The following will help you get at the right track:

Hospitality and Event Management NC III Date Developed: Document No. 1

1. The following are factors to consider in developing event concept except

Hospitality and Event Management NC III Date Developed: Document No. 1

Hospitality and Event Management NC III Date Developed: Document No. 1

Title: EVENT CONCEPTUALIZATION

Supplies/Materials : Ball pen and bond paper

Hospitality and Event Management NC III Date Developed: Document No. 1