Module 1

MICE and Event Management:

Introduction
 M.I.C.E
• MICE, an English acronym from "Meeting,
Incentive, Convention, and Exhibition"
(Indonesia: Meetings, Incentives, Conventions
and Exhibitions), in the tourism industry or
exhibition, is a type of tourism activity in
which a large group, usually planned
carefully , departing together for a particular
purpose.
 Defining Event
• Event is a one-time or infrequently occurring occasion
outside normal programs or activities of the sponsoring
or organizing body or everyday experiences (Getz, 1997)

• Special events are defined as specific rituals,

presentations, performances or celebrations that are
consciously planned and created to mark special
occasions or to achieve particular social, cultural or
corporate objectives (Allen, et.al, 2002)
 M.I.C.E
• Recently there has been a tendency for
tourism market players to change this term to
"The Meetings Industry".
• The MICE world is a world that has not been
touched well in Indonesia.
• Though the world of MICE is one of the
mainstays of tourism in several developed
countries.
 M.I.C.E
• The MICE world is one of the promising
business worlds.
• Many countries have made the MICE world
one of their tourism potentials.
 M.I.C.E location
• Marina Bay Sands built on 150,000 m2 is one
of the good MICE destinations, starting from
hotels, tours (casino, gallery, city tour, sky
park), to the largest convention place in
Southeast Asia, all located in one area / one
block.
 M.I.C.E location
• The Taichung Convention Center is also able
to attract attention because of its design
concept "Green Architecture". MAD architect
as the designer of the convention center
combines landscape and building, as well as
the concept of a blanket-building skin that has
been able to reduce heat which is claimed to
be able to reduce energy consumption.
 M.I.C.E location
• Referring to the DKI Jakarta Regional Spatial
Planning / RTRW Documents for 2010-2030, it
states that there is a need to develop
Convention tourism facilities (MICE) in the
Sudirman, Kuningan, and Thamrin areas.
These three locations are areas of business
and service areas
• Surabaya Central
• West of Surabaya
 History & Development of Event
• Events – part of human beings’ lives
• Both in private and public, people feel the
need to mark the important occasions in
their lives, and to celebrate the key
moments
• Event tourism – new term in the 1980s,
part of SIT (special interest tourism)
 Tourism Classification
Conventional Special Interest
Mass Tourism Tourism (SIT)

Natural Cultural Event Other

Tourism Tourism Tourism Tourism

Nature-Based Heritage
Sports Farm
Adventure Religious
Festivals Educational
Travel and Ethnic
Carnivals
Ecotourism

(Dowling, 1997)
 Components of Travel & Tourism Industry

Travel & Tourism

Industry

Transportation Destination
Hospitality
Services Alternatives

Accommodation Other Hospitality

Foodservices Operations
Activities* Retail Shops**
(Lodging)

* including sporting & cultural events, recreation, leisure, geographic tours

** including stores, markets, & shopping malls
 Scale of impacts (attendance, media profile,
Infrastructure, costs, benefits)

Low
High

Minor
Major
Size of Event

Category of Event
Hallmark
Mega-event
 Size of Event

Mega-events …
• events that are so large (mega), in terms of attendance,
target market (international), level of public financial
involvement, political effects, extent of media
coverage, construction of facilities, and impact on
economic and social fabric of the host community or
destination
(Hall, 1992, p.5)
• can be considered as “a must see event”
• Examples… Olympic Games, World Soccer Cup
 Size of Event

Hallmark events …
• Events are designed to increase the appeal of a specific
tourism destination or region.
• Thus, event and destination become inseparable.
• Examples …
Pasadena Tournament of Roses – Pasadena,
USA
The Melbourne Cup – Melbourne, Australia
 Size of Event

Major events …
• events that are capable of attracting significant local
interest, participant numbers, media coverage and
tourism revenue (Allen, 2002, p.14).
• Examples …
Festival Film Indonesia
 Size of Event

Minor events …
• Most event fall into this last category.
• Can be annual event or one-off event.
• Meetings, parties, celebrations, sport events and any
other small scale events fit into this category.
 Types of Event
CULTURAL CELEBRATIONS SPORT COMPETITIONS PRIVATE
- Festivals - Professional EVENTS
- Carnivals - Amateur
- Religious events Personal
- Parades Celebrations:
EDUCATIONAL & - Anniversaries
- Heritage commemorations SCIENTIFIC - Family holidays
ART/ENTERTAINMENT -Seminars, workshops, clinics
- Concerts - Congresses
- Interpretive events
Social Events:
- Other performances
- Parties, galas
- Exhibits RECREATIONAL - Reunions
- Award ceremonies - Games & Sports for fun
- Amusement events
BUSINESS/TRADE
- Fairs, markets, sales
- Consumer & Trade Shows POLITICAL/STATE
- Exposition -Inaugurations

- Meetings & Conventions - Investitures

- VIP visits
Private Event
- Publicity events
- Fund-raiser events - Rallies

Public Event
 Types of Event
Festivals …
• Festival is public, themed celebration
• common forms of cultural celebration
• parades and processions are common elements in festivals
• Major types of art and entertainment events are frequently found
within, or as the theme of festivals
• Sport and recreational events are also common festival elements
 Types of Event

Fairs, Exhibitions, Expositions, & Shows …

• Fairs have more to do with productivity and business than the themed public
celebration
• Some are called exhibitions, reflecting the educational orientation
• Expositions (or “Expos”) are marketing events, classified into two types…
1. Trade Shows (for industry); mostly for
exhibition & sales
2. Consumer Shows; mostly for education
 Types of Event
Meetings, Other Business & Educational Events
• Meeting usually connotes a small, private business affair
• If the purpose is training and education, the events are called as “seminar”,
“clinic”, or “workshop”
• Conferences – assemblies for the purpose of conferring & discussion’ and
should be small enough to facilitate interaction
• Convention – large assemblies of people than conferences
• Symposium or forum – academics attendance, at which speakers present
papers for discussion – Call for Papers
 Types of Event

Sport Events …
• Many sport games are played purely for
recreation
• Others are organized and competitive –
awarding the prize
 Types of Event

Art Events …
Group into following categories:
1. Visual (eg. painting, sculpture, handicraft)
2. Performing (eg. music, dance, drama,
cinema, poetry, story telling; usually involve performers
in front of audience)
 Types of Event

Art Events …
3. Participatory (no separation of performer & audience)
• Some art festivals are competitive, resulting in the
awarding of prizes
• Examples: Festival Seni Surabaya
Asia Pacific Advertising Festival
 MICE
(Meeting, Incentives, Convention & Exhibition)
Meetings
• Organizational, not individual buyers
• Include: business enterprises, government bureaus/ bodies, non-profit
institutions/organizations

Incentives
• Management tool that uses an exceptional travel experience to motivate and/or
recognise employees for increased levels of performance
 MICE
(Meeting, Incentives, Convention & Exhibition)

Convention
• “Big” meeting discussing particular topic of interests
• Associated with particular sector/industry/business

Exhibition
• Brings suppliers of goods & services together with buyers, usually
in particular industry sector
 Importance of MICE
• From the Oxford Economic study 2018, the
economic impact of the event business sector
in Indonesia ranked 17th, beating Thailand in
22nd position, with direct spending of US $
6.3 billion, direct GDP of US $ 3.9 billion,
average expenditure per participants were US
$ 296, with a total participants of 21.4 million
people, and created direct employment for
104,000 people. ( tempo )
 Importance of MICE
• The IMF-WB 2018 AM meeting in Bali is claimed to be the
biggest in history. This can be seen from the large number of
participants. Until Saturday (10/13) there were 36,619 people
attending the meeting. This incision is almost double the
assumption of the previous government of 19,000 people.

"And this has a clear impact on the economy, especially Bali.

Surely the impact of Bali's economic growth is more than
6.54%. This will put Bali's economic growth figures above the
national economic growth, "Luhut explained. (liputan 6)
 Importance of MICE
• This was also agreed by Bali Governor I Wayan Koster.
According to him, Bali tourism is really a big harvest. Where
Bali is visited by tourists from 189 countries on one occasion.
Not to mention the rapid addition of infrastructure for Bali.

"I monitor now that some of these delegations are in Bangli in

the ancient village in Penglipuran, to Ubud, to Kintamani, to
Tanah Lot. So everywhere. So besides enjoying the
atmosphere of the meeting also enjoying tourist destinations.
This is the direct benefit, "said I Wayan Koster.
 Examples…Australian MCE Facts
• During 1996-1997 – 232,000 off-site meetings of 15 or
more people were held at venues associated with
Australian Convention Bureaus
• Meetings attracted a total of 11.4 million delegates
• 3.3 million delegates took overnight trips to attend
meetings
• Delegates spent 18.4 million nights away from home
• Contributed $6 billion to the Australian Economy in 1996-
97
(Source: Meetings make their Mark , BTR Occasional paper
No.26, 1999)
 Learn from Singapore…
• Welcomed 9,7 million visitors in 2006, a growth of 9% in 2005.
• Tourism receipts S$12,4 billion in 2006 increased 14,5% over 2005
• MICE industry contributes 25-30% of tourism receipts.
• MICE visitors spend 40% more than average tourists.
• Held 6,000 MICE events in 2003, with 2 million delegates.
• Exhibition itself generated S$ 230 million of total tourism receipts
and created 15,000 jobs in 2002.
• Awarded as Favorite Business City and Best International MICE
Destination.
 Learn from Singapore…
• Singapore Tourism Board (STB):
1. The Business Travel & MICE Group (BTMICE)
* Business Event Management Department
* Incentive Travel Department
2. Lifestyle and Events Division
* Arts Department
* Entertainment Department
* Sports Department
* Mega Events Department
 Event Organizer

Organisasi yang berbadan hukum resmi yang

mengelola atau mengadakan suatu acara,
rangkaian acara, rangkaian promosi untuk
menciptakan suatu impact dengan tujuan-
tujuan yang ditetapkan.
 Types of Event Organizer in Indonesia

Event
Organizer

Independent Professional
Organizer Organizer

Exhibition Special
Event Corporate Personal
Organizer Organizer

EO yang melakukan EO yang melakukan EO yang ditunjuk EO yang ditunjuk

investasi dengan investasi dengan perusahaan untuk perorangan untuk
menyalenggarakan menyalenggarakan menyelenggarkan menyelenggarkan
pameran untuk special Show untuk acara untuk acara untuk
mencapai tujuan mencapai tujuan mencapai tujuan mencapai tujuan
 Types of Event Organizer in Indonesia

Contoh Independent Organizer

Exhibition Organizer Special Event Organizer
• Inter Media Promosindo • Java Musikindo
(IMP) • Buena Production
• Citra Pamerindo • Nepatya
• Gaikindo • Auto Salon
• Cabin
 Types of Event Organizer in Indonesia

Contoh Professional Organizer

Corporate Organizer Personal Organizer
• Jawa Ad • Eve Wedding &
• Biru Api Birthday Management
• Ilalang Communication • Rock Production
• Il Line Communication • Sayogo Enterprises
• ION Productions • Fairy Tale
• The Wedding
 Stakeholders in Event

EVENT
ORGANISER
Target market Support

Production
CUSTOMER / SPONSORS
GUEST Demand Support

THE
EVENT
Support

Support
GOVERNMENT Community
Support PARTNERS

HOST
COMMUNITY

(Getz, 1997)
 The Impacts of Event

Social and Cultural …

POSITIVE IMPACTS NEGATIVE IMPACTS
Shared experience Community alienation
Revitalizing traditions Manipulation of community
Building community pride Negative community image
Validation of community groups Bad behaviour
Increased community participation Social dislocation
Introducing new & challenging ideas Loss of amenity
Expanding cultural perspectives
 The Impacts of Event

Physical and Environmental …

POSITIVE IMPACTS NEGATIVE IMPACTS
Showcasing the environment Environmental damage
Providing models for best practice Pollution
Increasing environmental awareness Destruction of heritage
Infrastructure legacy Noise disturbance
Improved transport & Traffic congestion
communications
Urban transformation & renewal
 The Impacts of Event

Political …
POSITIVE IMPACTS NEGATIVE IMPACTS
International prestige Risk of event failure
Improved profile Misallocation of funds
Promotion of investment Lack of accountability
Social cohesion Propagandizing
Development of administrative skill Loss of community
ownership & control
Legitimation of ideology
 The Impacts of Event

Tourism and Economics …

POSITIVE IMPACTS NEGATIVE IMPACTS
Destinational promotion & Exploitation
increased tourist visits Inflated prices
Extended length of stay Opportunity costs
Higher yield
Increased tax revenue
Job creation
 Planning Event
1
Discuss with
clients’/ customers

2 Concept of Event Mission,

3
objectives, target

Who – stakeholders involved?

4 Preliminary Plan
Why – the event is being held?

What – the content of event?

When –will the event be held?

Where – will the event be held?
 Planning Event (continued…)

Detailed Financing Construction

5 Planning Marketing Human
Operation/ Resources
Production

6 Implementation Venue F&B Technical Serv-Qual

setting support

7 Evaluation
(Getz, 1997)
Module 2

HUMAN RESOURCES
MANAGEMENT

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 Setting up an Event Organization
3 challenges/factors to consider:
1. “Inclusion”  who wants in and who
gets in?
2. Power is centralized or decentralized among the
membership or a large board of directors
3. The motivation behind the organization and
behind decisions to join

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 START WITH A PLAN!!!!!

Without formulation of a vision, goals and strategies

An inappropriate organizational structure might be

created

So, start with a business plan

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 ORGANIZATIONAL STRUCTURES FOR EVENTS

• Determining what type of organization is appropriate, is a

matter of forward planning, consultation with experts and
possibly trial and error

• No one, best way to structure an event organization. It depends

on the environment and unique circumstances

• Structures evolve overtime, with a tendency to become more

complicated and bureaucratic

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 Multiorganizational Structures
A. Loose alliance of independent organizations produces
the event

A B

EVENT

C D

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B. Alliance with one lead group or specially-
created event production organization

C
A B
RUNS EVENT

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C. Event organization with sub-contracted
affiliates

A:“Master”
organization

B Element
C

52
D. Composite event embodying several sub-
event with separate organizations

C
B
A

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 Project Teams

• The one-time project team is sometimes attached to

an existing organization, whereas for other events a
new structure must be created.

• Sustaining control and accountability are often

difficult, especially for large-scale projects.

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 THE COMMITTEE SYSTEM

Almost all events will establish a committee system,

given that the complexity of event management and
production requires multiple talents and division of
labor.

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 ORGANIZATIONAL CULTURE
• The organizational culture will be an important
factor in strategic planning

• The culture of an organization is the sum total of its:

- values
- mission statement
- goals
- objectives
- strategies
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• Long-term, strategic planning tends to occur once
the organization attains a degree of professionalism.

• In many event organizations the culture is shaped by

founders.

57
 Unique HR Elements of Events
• Most are dependent upon volunteers;
• Some workers are required all year round, but most are needed
only during and around the event itself;
• Professional staff are often part-time;
• Staff and volunteers are often part of the product;
• Relationships with stakeholders and the community are vital for
recruitment of volunteers;
• Manager must often work directly with staff of other
organizations;
• Leadership and control is often expressed through direct,
interpersonal method.

58
 Determining The Minimum Number of people Needed :

Step 1: Break down the program or operational plan into discrete

tasks-things that people must do to produce the event
Step 2: Determine through experience or estimation how many
people are needed to complete the various tasks
Step 3: Make a list of the ideal work crew in terms of its numbers,
supervisors, and skills needed.

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 Policies & Procedures
According to Stone (1998), policies and practices
serve to:
• Reassure all staff that they will be treated fairly;
• Help managers make quick and consistent decisions;
• Give managers the confidence to resolve problems
and defend their positions

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 The following actions should be taken with new
staff and volunteers:

• Provide basic information about organization and event;

• Tours of venues, offices, or whatever fits their potential jobs;
• Meeting staff and other volunteers
• Indoctrination to organizational culture, mission, work styles,
if appropriate;
• Testing and screening, if needed for specific assignments;
• Introduction to training program.

61
 Supervision & Evaluation
• When interpersonal conflicts occur, the manager has a
number of choices:
- denial
- avoidance
- informal resolution;
- formal resolution

62
 Motivation
• The ability to motivate other staff members is a fundamental
component of the event manager’s repertoire of skills.

• Without appropriate motivation, paid employees and volunteers

can:
- lack enthusiasm for achieving the event’s corporate goals, for
delivering quality service;
- show a lack of concern for the welfare of their coworkers or event
participants.

63
 Techniques for effective Staff & Volunteer Team
Building
Nancy McDuff (1995), has proposed formula 14 elements
formula for effective team building and maintenance:
1. Teams are a manageable size;
2. People are appropriately selected to serve on a team;
3. Team leaders are trained;
4. Teams are trained to execute their tasks;
5. Volunteers and staff are supported by the
organization;
6. Teams have objectives;
7. Volunteers and staff trust and support one another;

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8. Communication between volunteers and the event
organization is both vertical and horizontal;
9. The organizational structure promotes communication
between volunteers and staff;
10. Volunteers and staff have real responsibility;
11. Volunteers and staff have fun while accomplishing tasks;
12. There is recognition for the contributions of volunteers
and staff;
13. Volunteers and staff celebrate their success;
14. The entire organization promotes and encourages the
wellbeing of volunteer teams.

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 Etika Diskusi Ilmiah
• Masyarakat Ilmiah adalah masyarakat yang
berpikir, bekerja dan menjalankan aktivitas
dalam kampus berlandaskan tradisi keilmuan.
• Pola demikian akan menghasilkan suatu perilaku
yang memiliki makna akademis, seperti berpikir
saintifik, bersikap ilmiah, menggunakan konsep
dan teori ilmiah, melakukan analisis ilmiah, dan
berpikir kritis-rasional.
 Ciri-Ciri Masyarakat Ilmiah
Dalam berpikir, bersikap dan berperilaku
selalu bersifat:
• Rasional
• Objektif
• Kritis
• Bertanggungjawab
• Kesabaran intelektual dan kesederhanaan
• Terbuka terhadap informasi
• Menghargai pendapat orang lain
• Inovatif
• Mau menerima perubahan
• Berkarakter mulia (Godly character)
 Module 3
Marketing Event &
Managing Sponsorships

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 Defining Marketing Event
• Marketing events is the process of employing the
marketing mix to attain organizational goals through
creating valuable event for clients and customers
(Getz, 1997, p.250)

• Marketing is event management function that can

keep in touch with the event’s participants and visitors
(consumers); read their needs and motivation;
develop products that meet these needs; and build a
communication program which expresses the event’s
purpose and objectives (Hall, 1997, p.136)

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 Process of Event Marketing
Plan the
3
features of
Pricing the event
product offered 4

Identify
2 customers
(segmentation & Set distribution
strategy
5
targeting)

Establish
1 the aims 6
of the event Promote the event
7 Evaluate
marketing efforts

Note: 3-6 – called “Marketing Mix of the Event”

70
 1 Establish the aims of the event

The purpose of the event can be broken down into general

aims & specific measurable objectives, such as:
• Improving community attitudes to health & fitness through
participation in sporting activities
• Increasing civic pride
• Injecting funds to local economy
• Increasing tourist numbers to a specific destination
• Extending a tourist season

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 1 Establish the aims of the event

• Launching a new product

• Increasing product sales
• Providing entertainment
• Building team loyalty
• Celebrating historical event
• Providing a unique experience

72
 2 Segmentation and Targeting
• Most events do not appeal to everybody.
• Market segmentation is the process of analyzing the
customers in groups based on certain characteristics.
• It is important to segment and select specific
segment to be targeted.

73
 Segmentation Variables for Events
GEOGRAPHIC WHO ARE THEY?
SEGMENTATION DEMOGRAPHIC PSYCHOGRAPHIC SOCIO-ECONOMIC
• Age - personality - income level
• Marital status - beliefs - employment status
• Family status - values - education attainment
• Race/ethnicity - lifestyle

WHAT DO THEY WANT UNDER WHAT CONDITIONS WILL THEY ATTEND?

(BENEFIT SOUGHT) TYPE OF TRIP SEASONALITY
• Trip motives • Holiday - peak season only
• Experiences desired • Day-trip - all-year potential
• Business
• Visiting friends/relatives

HOW CAN WE REACH THEM? HOW OFTEN WILL THEY ATTEND?

PRODUCT USE DISTRIBUTION •One time only
• Media habits - will buy packages •First-time (might repeat)
• activities enjoyed - makes own plans •Repeaters & regulars
• equipment owned - travels with groups

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 Example… Demographic Segmentation ..
“The Family Life Cycle”
Bachelor stage: Young married Full nest 1:
young, single couples with no young married
people children couples with
children

Empty nest: Full nest 2:

Older single Older married
people, still Middle-aged
couples with Married couples
working or no children
retired with dependent
living with them children

Alternative Stages

The single parent Divorced person

Young or middle- Middle-aged
without dependent married couples
aged person with children
dependent children without children

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Example… Demographic Segmentation .. “ socio-economic”
GROUP SOCIO- OCCUPATIONAL TYPES OF EVENTS GROUP IS
ECONOMIC EXAMPLES LIKELY TO ATTEND
GROUP
A Upper Middle Higher managerial or adm Cultural events such as fundraisers,
Class professional: lawyers, doctors, classical music festivals
dentists, senior military officer,
professors
B Middle class Intermediate managerial adm or Cultural events (but purchasing
professional: uni lecturers, head cheaper seats), F&B festivals,
teachers, pharmacists, middle historical festivals, arts & crafts
manager, journalists, architects festival, community festival

C Lower middle Supervisory, clerical, junior Most popular cultural events, Some
class managerial or adm: sales rep, sporting events, community festival
nurses, teachers
D Skilled working Skilled blue collar workers: Motor vehicle festv, sporting
class police, builders events, community festival

E Working class Semiskilled & unskilled workers: Some sporting events, ethnic
factory workers, cleaners, festival
delivery drivers
Source: adapted from Morgan, 1996
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 Psychographic Segmentation
• Segmenting a market based on psychological or
personal dimensions, such as personality traits,
beliefs, and life style preferences
• Lifestyle – reflected from AIO (Attitude, Interest
and Opinion)

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 Example … Psychographic Segmentation –
“Lifestyle – Indonesian Consumers”
SEGMENT BASIC NEEDS CHARACTERISTICS

1. ESTABLISHED Mencukupi kebutuhan Ramah, menyukai keharmonisan

CONFIDENT keluarga Senang dpt menolong org lain
(“ORANG ALIM”) Reputasi baik Sgt penting utk dihargai org lain
Diterima di masy
2. THE Materi penting tdk hanya Hidup realistis, kekeluargaan &
OPTIMISTIC utk kebutuhan keluarga menurut norma2
FAMILY PERSON Keluarga adl segalanya Suka memasak, tdk hanya sbg
(“IBU PKK”) kewajiban ibu RT
Hdp utk keluarga & sekelilingnya
3. THE CHANGE- Materi hanya utk bertahan Orientasi hidup adl teman2 (all
EXPECTED LAD hidup is one, one is all)
(“ANAK Diterima & dicintai teman2 Tdk optimis thd masa depan
NONGKRONG”)
Teman2 adl motivasi hidup Mengharapkan perubahan
Cukup toleran dgn seks
Suka nonton TV, musik, &
mengamati iklan
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 Example … Psychographic Segmentation –
“Lifestyle – Indonesian Consumers”
SEGMENT BASIC NEEDS CHARACTERISTICS

4. CHEERFUL Materi bukan yg utama Tdk suka menjadi pusat perhatian

HUMANIS Berguna bagi orang lain Menyukai damai & penuh
(“LEMBUT HATI”) Berbagi kasih sayang harmoni
Perhatian pd lingkungan& org lain
Tidak terlalu suka nonton TV&iklan
5. INTROVERT Skeptis, “nrimo” Tdk menginginkan banyak hal
WALLFLOWER Loyalitas tinggi pd Bukan tipe pemimpin
(“PASRAH”) kerabat Introvert, sedikit teman, tp sangat
loyal, bijaksana, & pekerja keras
Tdk terlalu optimis akan masa
depan
Gemar memasak, berkebun, dan
hal2 yg religius
6. SAVVY Dimanja oleh materi Tujuan hidup kemakmuran
CONQUEROR/CIT Suka disanjung & dipuja Senang kompetisi dan dikagumi
Y SLIKERS (“MAIN
UTK MENANG”) Supel dan penuh energi Dominan dalam pergaulan
Suka fashion, menikmati cuisine &
dine-out, iklan, & traveling

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 Example … Psychographic Segmentation
“Lifestyle – Indonesian Consumers”
SEGMENT BASIC NEEDS CHARACTERISTICS

7. THE Materi modal Sangat memuja materi

NETWORKING kebahagiaan Berteman adl investasi
PLEASURE
Ingin diterima dlm Senang perubahan
SEEKERS
(“GAUL- GLAM”) pergaulan Mengikuti perkembangan fashion,
Banyak relasi & kerabat senang iklan
pendukung kesuksesan Senang tampil di depan
8. THE Materi utk memenuhi Suka diperhatikan bak bintang
SPONTANEOUS tuntutan gaya hidup Suka bergaul, suka pamer
FUN-LOVING
Suka disanjung & dipuja Senang outdoor activities (pesta
(“BINTANG
PANGGUNG”) Kelompoknya menjadi & kumpul2)
“alat” utk mencapai Suka hal2 baru yg sedang trend
popularitas Sangat menikmati hidup

Faces of Indonesia 2005 – LOWE Indonesia & Prompt Research

(SWA 06/XXI, Maret 2005)
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 Marketing Mix of the Event

Marketing mix is controllable variables that the

company puts together to achieve marketing
objectives

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 Marketing Mix for Event
PRICE
Discount
Concessions
Payment method
Bundling of event

PRODUCT PLACE
MARKETING
Design/packaging Site
MIX
Service component Ticket
Branding distribution
Reputation/positioning PROMOTION
Advertising
Sales promotion
Publicity
Personal selling
Direct mail 82
 Marketing Mix - Product
Each event offers a range of potential
benefits to the event audience, such as:
– A novel experience
– Entertainment
– Learning experience
– An exciting result
– Opportunity to meet others
– Chance to purchase items
– Dining & drinking
– Inexpensive way to get out of house
– Chance to see something unique
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 Marketing Mix - Product
• Product encompasses all of the elements that make up
the event
• It includes 4 major elements:
1. Goods/tangible component)
2. Service/intangible component
3. Branding
4. Reputation/positioning

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 Marketing Mix - Product
1.Goods/tangible component
theme, entertainment mix, F&B provision, staging,
lighting, seating, decoration

2.Service/intangible component
how the service within the event will be delivered,
support service, standard of service quality provided

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 The Product of Event
SERVICES
(Intangible)
Information, advise, problem solving
Support services
General ambience
EVENT’s
PRODUCTS
GOODS
(Tangible)
Room set-up, decoration
Food quality & presentation
Temperature, lighting
Staging, AV system, etc
86
 Marketing Mix - Product
3. Branding
prominence given to a name of event and what the
name means to consumers

4.Reputation/Positioning
where event to be positioned in terms of consumer
demand  up-market to mass-market

87
 Marketing Mix - Price
• Price means the value consumer place on the event
experience and are prepared to pay
• Price can have major effect on demand for an event
• Aspects considered in setting event price:
1. Time of consumption
• discounted prices at times of low demand
• early birds
2. Promotional price
concession prices to certain target markets
3. Bundling an event
4. Payment method
5. Discrimination Pricing Strategy
88
 Price –
Product Bundling Pricing
• Events are themselves packages of activities, venues &
experiences that cannot otherwise be enjoyed
• Examples of bundling price:
– two or more events for one price
– Two or more elements of event for one price, or a
discounted price (eg. Attractions + FB + accommodation)
– The event plus other attractions
– “Sponsors” products included in the admission price

89
 Marketing Mix - Place
• Place has 2 meanings in event marketing…
1. Geographical location where the event
takes place (site & venue);
2. Purchase points for tickets to the event

• Ticket distribution method:

– Pre-purchase:
• via ticketing agency
• online ticketing
– At the gate or at the venue
90
 Marketing Mix - Promotion
• The most visible of the 4 Ps
• It includes all of the marketing communication
activities that an event director can use to tell the
benefits of the event
• The activities include all promotional mix
(advertising, personal selling, sales promotion, some
merchandising, publicity & public relation, and direct
mail)
• PR play more dominant role in promoting the event

91
Merchandising as Promotional Tool

• Apparel (t-shirt, cap, bag)

• Stationary (pen, notes, rulers)
• Posters & stickers
• Postcards
• Mugs
• Mascots

92
Public Relation Activities for Event
• Press releases
• News conferences
• News reporting
• VIP visits and celebrities
• Speeches
• Ambassadors
• Appreciation rewards
• Charitable donations

93
Other Communication Tools for Events

• Media kit
• Video
• Newsletters
• Calendar listings
• WOM – word of mouth

94
 Module 4
Food & Beverage
Catering

95
 What is function catering
The service of food and beverages at a specific time and
place, for a given number of people, to an agreed
menu and price
 On premise
 Off premise
Caterer --- hotel, restaurant, institution, venue, etc

The type of events

• Social Event
• Corporate / Business Event

96
 Factors to consider
A. Quality Control
# Appropriateness & enhancement of the event theme
# Menu selection & design, including special needs (diets,
vegetarian, allergies, etc)
# Quality of staff and supervision
# Equipment, including style & quantity, and selection of
in-house or hired
# Cleanliness
# Cultural appropriateness – a major consideration in a
culturally diverse society
# Staff to guest ratio

97
 …Consider
B. Costs
 Are there any guarantees, including those against loss and
breakages?
 What are the payment terms?
 Who is responsible for licenses & permits: the caterer, the venue
or event management?
 What deposits and up front fees are there?
 Tipping for staff

C. Waste Management
* Must occur before, during and after event
* Must conform to health regulations & environment concerns
* Must be appropriate to the event theme

98
 Basic policies

1. Financial consideration
2. Catering consideration

99
 1. Financial consideration
• Mainly profit oriented
In function catering a gross profit percentage of between 65 –
75%
• Determine the pricing structures for the different types of
functions
Separate OR not separate charge for the hire of the function
room include a set price per head for the meal cover FC & VC
(F&B, payroll, OH, advertising, etc)
• Pricing included long range pricing; tax; & gratuities
• Guarantees: over-under method
over-only method
no-variance method
100
 2. Catering consideration
A. Type of customer
B. Type of menu
C. Styles of service & others
D. Staffing
E. Safety & Sanitation

101
 A. Type of customer
• There may be a varying of customers in terms of sex, age,
socio-economic grouping, ethnic background, demographic,
religious, etc --- know your guest profile

B. Type of menu
• Depend on the nature of the function and style of service
• Depend on a number of factors:
@ the market level being aimed
(guest background, guest preferences)
@ the pricing structure adopted
@ length of meeting & length of meal time
@ seasonality; market availability
@ menu balance, and
@ equipment limitations
102
 C. Styles of service
• Stand up vs formal ‘sit-down’ function
• Table arrangement
Comfortable and easy to move space both for the
guests and servers
• Room design --- The size of the function room
* the smaller place would not expected to provide a large
operation for large number of people
* The room design should be flexible

103
Styles of service.....
STAND UP
• Reception and/or butlered hors d’oeuvres
• Buffet --- up to 1 hour
• Action station
• Plated buffet

Remember
To have seating for at least one-third of the guests and
more if the guests are older

104
 Styles of service....

Sit Down

• American • French cart service

• Family style • Hand service
• Preset --- at least 1.5 hours • The wave & waiter
parade
• Butlered table service
• Mixing service style
• Russian service

105
 Styles of service....

Beverage service

• Separate place for function room and service to the guests

in reception room
• Where a separate bar is set up payment for drinks may be
made in one of two ways
• Separate beverage staff would be responsible for serving
wines and other beverages.

106
 D. Staffing

• All staff (suppliers, voluenteers, in-house staff) should

know how the event will be unfold and what is expected
of them
• Information & communication is key when it comes to
having an event without incident
• Attention to detail, effective communication and sharing
information
 D. Staffing --- Ratio of Staff
• Approximately one for 8 to 40 guests
• Buffet --- 1:40 for breakfast and 1:30 for lunch &dinner
1buser: 4 servers & 1 runner: 100-125 guests
• Sit down
rounds of 10: 1 server for every 2 tables
rounds of 8: 2 server per 5 tables
1 buser for every 3 servers
• French or Russian
rounds of 8 or 10
1 server per table
1 buser per 3 tables
• Wine service poured = 1 server for 16 guests
• 1 banquet captain for 10 – 12 servers, +/- 250 guests

108
 Breakfast
 Refreshment Break
 Lunch
 Cocktail
 Dinner

109
 Breakfast
• Speed & efficiency are extremely important
• Arrange the breakfast buffet so that everyone can eat as a
group & give them a chance to interact
• If possible have more than 1 buffet station
• To limit the number of in line, move some items to separate
stations
• Separate the food & beverage stations
• There’s a minimum charge to set up the buffet, there would
be an additional charge below the minimum charge
• Concern on small things: toaster (limited capacity),
milk/cream is fresh, nice touch, block seating

110
 Refreshment break

• An energy break, to refresh & re-sharpen attention

• Typically scheduled at mid-morning & mid-afternoon OR
all day
• Offer various types of “mood” foods
• Speed is major consideration
• Attention to the location of refreshment break
• Remember: Find out when & where other meeting are
holding their breaks so that you can schedule yours to
avoid conflict

111
 Lunch
• If breakfast has been buffet you might want a plated lunch
(different style of service)
• Variety of luncheon menu is mandatory
• If you are having a fish-based appetizer or soup, don’t repeat as
the main course
• Consider to give not too much “sink to the bottom food”
• If you are considering a BBQ or other outdoor function, make
sure to reserve other room for back up
• Something else you need to be aware of for daytime outdoor
events is shade
• Other things: allergies, vegetarian & specific requirements
• If time is a key factor, table can be preset first. Have 1 person in
the meeting room ready to inform when the meeting is a close
to breaking
112
 Cocktail
• A cocktail reception is scheduled to take place before dinner
• If you are doing cocktails only & your guests are on their
own for dinner, the reception can be more longer
• Music should be for the background
• The layout of the room (not too large or too spread out)
• Pay attention to the weather for outdoor & view setting
• Food presentation (eye catching, not overloaded & menu
balances)
• The pieces served are bite-sized & don’t require the use of
fork & knife
• Attention to disposal of empty glasses, plates & napkins

113
 dinner
• The temperature the food is best served at
• Pay careful attention to how long the food will be
on display
• Look for variety in the menus
• In stand-up event, make sure the food can be eaten
with just a fork & not left wresting with large pieces
of food
• Find out in advance the exact number of utensils
needed (no run out of utensils)

114
 Dinner..(2)
• Consider the size & shape of the plates used (use a
raised lip plates, smaller plates make guests use a
fresh plate each time)
• Extra napkins in a sit-down function and oversize
napkin in stand-up
• Open seating allow guests to select their own dinner
companions & sit wherever they choose
• Pre-assigned seating, they are allotted a particular
spot --- make sure the tables are clearly numbered

115
 Rules of menu planning
• DO NOT run out of food
$ think what will be put out and when
• Decide who are included as guests and need to be included in
the food guarantee
• Final presentation of F&B (food display)
• Trends
* nutritious food & beverages
* reduction in alcohol service
* expansion of services
 Tips to hire caterer
The best caterer --- the organization best equipped with
experience, knowledge, creativity, personnel and resources to
achieve goals and objectives

•Ensure that caterer has all necessary permits

•Taste catering
•Ask to see references and/or client letters
•Ask to see pictures of past events --- look for professionalism
•Identify past & present events that caterer has handled
•Determine the level of involvement
 Tips to hire caterer
• Review catering menu & proposal in person, included
design equipment and/or in-house rentals --- look for
innovation & cleanliness, etc
• Catering sales process should demonstrate organization
$ if the proposal comes timely
$ if the company has quick response, etc
• Choose a caterer familiar & approved for the venue
• Ask about F&B special requirements
• Review and analyze contracts and cancellation agreement
• Know who is in charge on day of event
 How to Control
• The F&B catering checklist
• An estimate cost
• The costing
• Control
• Documentation

119
The F&B catering checklist
• The checklist serves as a reference document for caterers
and enables them to identify all the client’s needs; it is
updated at each meeting between caterers & organizers
until it is finally completed before the events

• At this stage salient details would be transferred from this

document to another function form or memo which is then
distributed to the appropriate departments

120
 An estimate cost
• At one of the initial meetings between the client and
the caterer an estimate of cost for the function will
be discussed
• At this stage this is not a formal quotation which
must be made clear to the client as additional
services & hence costs are almost inevitably
requested as the date of the function approaches &
these must all added to the total cost

121
 An estimate cost
• When all details of a function are agreed, a final
quotation is prepared by the caterer & sent to the
function organizer.
• If the quotation is accepted, a deposit & acceptance
of the booking should be returned to the
establishment
• The cost estimation be the guidance and later will be
compared to the actual for control purposes

122
The costing
The costing of functions will depend largely on the
type of establishment

In the non-commercial sector of the industry, the

caterer may only be required to cover the basic
food costs

In commercial sector, all costs including overheads

must be charged to the function

123
 Control
• Control is needed not only of the financial aspects,
but also the physical aspects, that is the guests
• Where a function is being held for 500 to 1000
guests this is a large number of control & the
establishment must be properly organized before
their arrival
• Consider the ‘head count’ procedure

124
 Control…(2)

• There are should be adequately signposted & the

directions of other facilities, such as lifts, etc.
• If more than 1 function is being held in an
establishment, strict segregation guests is needed

125
 Documentation

• Function catering involves the production of a

considerable amount of documentation for each
function event and this is a very useful exercise
against which the performance of the function
can later be measured

126
 Tasks to be considered
• Mediator between client and catering
pre event and H-day
• Keep the run down event – when the eating time is, etc
• Check
a. the table arrangement for eating
b. the readiness of food
b. the availability of food
• Count the number of guests for cross check with the caterer

127
 Tasks…(2)
• Suggest the possible style of service according to
table arrangement and room design
• Suggest menu that suitable for the event
• Make function check list

128
 Module 5
SPONSORSHIPS and
FINANCIAL MANAGEMENT

129
 Sponsorships
• Sponsorship is a business relationship between a
sponsor and an event organizer which offers in return
some rights and association that can be used for
commercial advantage
• Sponsorship must be integrated into the event’s
marketing strategy
• Part of the promotional mix

130
 Types of Event Sponsorship

1. Financial assistance

2. In-Kind (product or services):

 Venue
 Facilities
 Provision of event infrastructure
 Management skills
 Labor
 Design and Printing

131
 Sponsorships

• Central to the revenue stream of events

• To get the right sponsors and meet the sponsorship
budget is a crucial component of running an event.
• If you do not achieve the sponsorship budget then all
other expenditure must be reduced.

132
 Exchange Relationship in Event Sponsorships

Event
Event Sponsors(business/non-
Sponsors (business/non-
Seeks:
Seeks: profitorganization)
profit organization)
--Financial
Financialinvestment
investment Seeks:
Seeks:
--Media
Mediaexposure
exposure --Increased
Increasedawareness
awareness
--In-kind
In-kindservices
services --Corporate
Corporateimage
image
creation/enhancement
creation/enhancement
--Product
Producttrial
trial
--Sales
Salesgeneration
generation

133
 Stages in the Sponsorship Process

1) Research to identify suitable sponsor for the event

2) Prepare the sponsorship proposal
3) Follow up on considerations of potential sponsor
4) If the decision is negative, resume research
5) If the decision is positive then proceed by drawing up a legal
agreement
6) Operational sponsorship through promotion

134
 The Sponsorship Proposal
A good proposal will have the following elements:
1. Introductory letter (personalized to the target) listing the
key benefits of interest to the company, and what is being
requested from them

2. Details of the platforms and benefits; sponsorship

categories (depend on the event)
 The Sponsorship Proposal
3. Background material about the event and its
organization;
origin, purpose, key people associated with the event (short
biographic or even pictures); program, photos, press releases;
data on visitors; impacts; media coverage

4. Endorsements from satisfied sponsors, listing of

committed sponsors and partners

5. Business card for contact reference

136
 The Steps within the Approach

• What do you have?

Distribution outlets, Target Markets, Materials

• What do they need?

Sales, Promotion, Awareness, Branding

• What do you need?

Cash, Equipment, Services, Promotion Finalizing the Hit List, Research,
Existing Partners, Referral

137
 The Sponsorship of an Event

• Try to lock in a major or “presenting”

sponsor for a longer period eg. three
years or more

• Will allow continuity to campaign

• Likely to provide greater benefits to

sponsor over time.

138
 A Good Match

• Desired image of the sponsor organization and the

event should match.

• Target market of the sponsor organization and the

target market of the event should match.

139
 Risks of Event Sponsorship
1. Event could damage organization's image
– Poor performance of an event
2. Inadequate media coverage
– Poor coverage of the event
– Failure to credit sponsors

3. Too many coinciding events

4. Media’s deliberate ignoring of sponsors
- to protect their own advertisers
5. Difficulty in evaluating benefits
- Attendance, visitor profiles, media coverage, event impact

140
 Sources of Income
• Funds from host organisation/client/customer
• Fees/tickets
• Grants (eg. From government bodies)
• Advertising
• Exhibitors/tenants
• Sponsors
• Contributions
• Interest
• Publications
• Food and Beverage Sales, etc

141
 The Price of Admission
A range of price structures:
1. Single admission price for everyone, or differential
pricing based on age, time, group, etc
2. Free general admission, but with a price for specific
attractions, or admission price plus charges for specific
attractions.
3. No admission price, but charge for extras like parking, etc

142
 The Price of Admission (cont’)

4. No charges, but with recommended “donations”.

5. No charges for those complying with special
provisions.
6. Sponsor-provided discounts readily available to
offset the price.
7. Single admission, multi-visit, or seasonal passes.

143
 Control and Budget

• Event planning can be effective only if the execution

of the plan is carefully controlled.

• Control affects every aspects of the management of

events, including:
- logistics
- human resources
- administration

144
 Control CYCLE
The process of control consists of 3 main steps:
1) Establishing standards of performance
2) Identifying deviations from standards of performance
3) Correcting deviations.

145
 CATEGORY OF Controling
According to when they are applied:
1. Predictive control
 tries to anticipate and identify problems
before they occur
2. Concurrent control
 measures deviation from the standards as
they occur
3. Historical control
 include analysis of major deviations from an
event plan.
146
 Points of comparison are necessary. These include:

• Benchmarks
are identifiable points in the organisation of the event where
a high standard is achieved.

• Milestones, or key dates

intermediate achievement dates that stand as guideposts for
monitoring an event’s progress.

147
 Control MECHANISM

Must be:
 Meaningful and efficient
 Simple
 Relevant
 Timely and flexible
 Able to suggest action

148
 CONTROL METHODS

1. Reports and meetings

2. Delegation and self-control
3. Quality
4. The break-event chart

149
 1. Reports and Meetings
• Reports that evaluate the progress of an event are
perhaps the most common control method.

• The reports are presented at management or

committee meetings. The frequency of these
meetings will depend on the proximity of the event
date.

150
 2. Delegation and Self-control
• The use of subcommittees at a festival is an
example of delegating activities to specialist groups.
• Part of the responsibility of each subcommittee is to
solve problems before they report.
• This method allows delegated groups to control
their own areas of specialization.

151
 3. Quality
• Quality control is depend on:
- gaining and responding to customer feedback
- the role played by event personnel in
delivering quality service.

• Feedback + change and improvement are integral to the

company’s structure and operations.

152
 4. The break-even ANALYSIS

• This is a tool to help in setting prices, and for cost-

revenue management in general.

• The basic logic is that at some level of demand or

sales, revenue will be sufficient to cover the event’s
costs.

153
 4. The break-even ANALYSIS

• Price/unit – variable cost/unit yields the “Contribution Margin”

of each customer to meeting fixed costs.

154
 4. The break-even ANALYSIS
(Fixed cost only)
FC = $ 10,000 BEP= TFC
Price= $10 Price/unit – VC/unit

BEP= $ 10,000 = 1,000 attendance

$ 10 – $ 0
$
20
Revenue

15

10 Fixed
Break Even Costs
5
Point

500 1000 1500 2000

0 Attendan 155
 4. The break-even ANALYSIS
(Fixed + variable cost)
FC = $ 10,000 BEP= TFC
Price= $10 Price/unit – VC/unit
VC/unit = $ 2BEP= $ 10,000 = 1,250 attendance
20 $ 10 – $ 2 Revenue

VC menambah 15 Break Even Point Total Cost

jumlah target
attendance yang
harus hadir dalam
event, Fixed Costs
10
supaya tercapai BEP

0 500 1000 1250 1500 2000

156
Attendance
 Determining the Break-Even Price

• A variation of break-even analysis is used when the object is to

determine the break-event price. In this cases:

TOTAL COST
BEP (in price) =
Maximum Attendance

• This calculation only works if total attendance can be fixed in

advance

157
 Latihan-1
Item Biaya Satuan Total
Sekretariat & administrasi 500.000
HR Pembicara 1.500.000
Akomodasi pembicara 1.000.000
Konsumsi peserta 10.000
Fee MC 500.000
Sertifikat seminar 3.000
Band 500.000
Perlengkapan & Dekorasi 1.000.000
Marketing cost (brosur, spanduk, poster) 2.500.000
Tiket pesawat pembicara 1.000.000
Dekorasi panggung 500.000
Sewa tempat (include sound system) 1.000.000

1. Kategorikan biaya berdasarkan FC dan VC

2. Bila harga tiket seminar ditetapkan sebesar Rp 50.000, berapa orang
peserta yang harus hadir supaya tercapai BEP? 158
 Latihan-2
Item Biaya Satuan Total
Sekretariat & administrasi 500.000
HR Pembicara 1.500.000
Akomodasi pembicara 1.000.000
Konsumsi peserta 10.000
Fee MC 500.000
Sertifikat seminar 3.000
Band 500.000
Perlengkapan & Dekorasi 1.000.000
Marketing cost (brosur, spanduk, poster) 2.500.000
Tiket pesawat pembicara 1.000.000
Dekorasi panggung 500.000
Sewa tempat (include sound system) 1.000.000

Bila kapasitas ruang AV maksimal dapat menampung 200 orang, berapa

harga tiket seminar yang harus dijual supaya tercapai BEP?
159
 Pricing Methods

 Backward Pricing
 Follow-the-Leader (Reference Pricing)
 Prestige Pricing
 Market Penetration
 Price Skimming
 Demand Based
 Yield Management

160
 THE BUDGET
• The budget process includes costing and estimating income
and the allocation of financial resources.

• The budget of an event is used to compare actual costs and

revenues with projected costs and revenues.

• Budgets are of particular importance to the management of

events because most aspects of the event incur costs requiring
payment before the revenue is obtained

161
 Preparing The Budget
 Managers use the budget to:
- forecast their financial future
- help set priorities and plan the event
- keep spending within limits

 Types of budget:
1. “Operating budgets” plan for one financial year of
operations;
2. “Capital budgets” are prepared for capital acquisition;
3. “Cash budget” are used to summarize planned cash
receipts
and disbursements. 162
 Costing

• The cash flow at an event is heavily depend on the cost

of goods and services.

• The prediction, categorization and allocation of costs is

called the costing

163
 TYPES OF Cost

1. Fixed costs or overhead

 associated with the event that occur
regardless of how many people come to the event

2. Variable costs
 expenses that pertain solely to the event and are
directly related to the number of people who attend the event.

164
 COST CATEGORY
Catherwood & Van Kirk (1992) divide the costs of an
event into 4 categories:

1. Operational or production costs

2. Venue/site rental
3. Promotion
4. Talent: cost associated with the entertainment

165
 Module 6
Legal Issues and
Risk Management

166
 Legal Issues
Legalitas suatu acara yang akan diselenggarakan, dimana
berhubungan dengan beberapa pihak dan
event management company

Aspects included LEGAL ISSUES:

1. Regulations, Licences, and Permits
2. Contracts
3. Insurances

167
 Legal Issues
1. Regulations, Licences, and Permits
Regulasi – regulasi standar yang harus diikuti/ dijalani dalam
rangka mengadakan suatu event tertentu

2. Contract
Kesepakatan pada dua pihak atau lebih dengan dilindungi
oleh hukum untuk tujuan – tujuan tertentu

3. Insurance
Jaminan terhadap barang atau SDM selama event disiapkan
dan dilaksanakan

168
 Regulations, licences and permits
• Can vary from local government to local government
• Event organiser needs to undertake detailed research and allow
long lead time to deal with bureaucracy!

Examples …
– Police act - vehicle access, crowd control, noise pollution
– Local government by-laws - signage, street closure, planning permits for
erection of stalls, fences, stages
– Liquor licensing
– Health permits - food, smoking, toilets
– Building regulations - scaffolding, tents
– Fire authority - fire reels, hoses, extinguishers, fire truck access
– Associations incorporation act
– Public halls act

169
 Examples of Licences and Permits in Indonesia
1. Public Event -- Show (with ticketing or non)
Commercial Music Concert (in/outdoor) ; Big Exhibition Event (in/outdoor)
– POLSEK
– POLRES
– POLWILTABES
– SATLANTAS (outdoor)
– DIPENDA
– VENUE

2. Private Event
Corporate Gathering & Event ; B’day & Wedding Party ; Single & Small
Exhibition
– POLSEK
– POLRES
– VENUE

170
… continue
3. Corporate Event -- Sales Event (Undian Berhadiah Komersial)
Undian Berhadiah Komersial (Regional & Nasional ; Hadiah Diatas
100 jt)
– POLSEK
– POLRES
– POLWILTABES
– Dinas Sosial & Menteri Sosial (KepMenSos)
– DIPENDA
– VENUE
– Undian dibawah 100 jt (=lokal) tanpa KepMenSos

171
 The contract
• An agreement between two or more parties
that sets out their obligations and is
enforceable by law.

• All contractual agreements should be in

writing. Can be a simple letter of agreement
but when large amounts of money are involved
it is best to have more formal contracts drawn
up

172
Contracts Requires by an Event
Management Company

Venue
Talents/
Broadcasts
Entertainers
Event
Organizer

Client Suppliers
Sponsors

173
 Entertainment contracts

• Usually have “riders” (special attachments)

requiring food, drink, accommodation and
transport to be supplied, not part of the fee
• Exclusivity clauses protect “impact” value for the
event
• Agents must have written proof that they
represent the act and can sign on their behalf

174
 Venue contracts
• Specialist clauses to cover venue owner/operator
against damages
• Security deposit to cover additional work for
security personnel, cleaning, repairs
• Cancellation penalties/refunds
• Access times/use of entrances
• Late conclusion of event penalty
• Free house seats for venue management
• Additions/alterations to internal structures
• Approvals for signage positions
175
 Sponsor contracts

• Use of trademarks and logos on promotional

materials
• Rights to control/monitor quality of presentations
• Level/category of sponsorship
• Hospitality rights for sponsors staff and guests –
(eg. numbers of complimentary tickets)

176
 Media/broadcast contracts
• Territory or region of broadcast area
• Guarantees for performers’ copyright normally
controlled by record and publishing companies
• Clashes with event sponsors
• Repeats, extracts and sub-licenses - use of edited
highlights by other broadcasters
• Merchandising through CD-ROMs, cable TV, internet
• Access to stage areas and celebrities
• Listed titles and credits

177
 Insurances
• Weather
• Personal accident (volunteers & staff)
• Public liability
• Directors liability
• Property
• Valuables
• Workers compensation
• Suppliers liability
• Special equipment not hired
• Vehicles in car park
178
 Events and Risk
• Risk is the chance that something will go wrong.
• Any events are susceptible to risks. Nature of
venues, large crowds, movement of equipment and
general excitement are a recipe for potential
hazards
• Risks are vary depend on the type of the event
• Marketing and public relations’ role are crucial

179
 Types of Risks
• Natural disasters
• Financial risk
• Legal risk
• Techno-related risk
• Mismanagement
• Safety risk
• Security risk
• Crowd risk  crowd management
www.crowdsafe.com

180
 Risk Management
• Risk management can be defined as the process of
anticipating, preventing, or minimising potential
costs, losses, or problems for the event,
organisation, partners, and guests.

• Process in Risk Management:

1. Identify risks & hazards
2. Assess the risks & hazards
3. Manage the risks & hazards

181
 Risk Management
• Many events are legally required to obtain certain
permits and licences to officially conduct the event.
• The event manager has an ethical responsibility to
comply with all official regulations.
• Written agreements take precedence.
• The event manager is responsible for the provision of
a safe environment.

182
 Emergency Response Plans
Two types of action required:
1.Action to tackle the emergency/crisis:
• May include evacuation, closure of operation;

2.Handling the media:

• Designated spokesperson;
• Professional public relations.

183
 Management of Incident
 Written emergency procedures are easily located:
 Possible causes identified, first-aid trained staff, first-
aid kits, safety equipment, fire prevention, flood
management, crowd management, evacuation
procedures, etc.

• ALL staff are briefed, trained in dealing with

emergencies & know their role;
• Reaction must be automatic.

184
Risk/Emergency Management Tools

• Training through local emergency services;

– Fire, flood management;
• First Aid training;
• Risk management consultants

185
 Example… “Alcohol Risk Management”
• Screen patrons
• Proof of age
• Smaller serves
• Limit purchase
• Reduce the hours (long before the event ends)
• Restrict the number of outlets
• Train servers (eg. serve alcohol purchase only with food)
• Raise the prices
• Do not use metal/glass containers in large/outdoor events
• Educate the public
• Separate drinking area
• Checking parking lot to prevent illegal consumption
• Assign security guard to stay alert

186
 Example… “Financial Risk Controls”
• Determine who is allowed to access cash and bank accounts, and
who is to be issued a credit facility
• Take steps to reduce cash, require prepayment/credit cards
• Keep video or photographic records of the inventory lists,
especially for the expensive equipment
• Formulate clear policies on what staff and volunteers can claim as
expenses, and procedures for reimbursement
• Personally control credit arrangements
• Control complimentary tickets
• Set procedures for reselling and refund

187
 Module 7
Event Coordination:
Logistics, Staging & Scheduling

188
 What is Logistics?
• Historically a term associated with military
operations involving armies on the move, and
associated administration which includes:
– The provision of food, beverages
– Shelter as well as continuing supply and distribution
• In a modern sense, the term logistics is often used
to describe the movement of goods-distribution-
and the systematic monitoring of that process

189
 Elements of the Logistics System
Supply of
customers
• Marketing
• Ticketing
• Queuing
• Transport Event Site Logistics
• Flow of audience, artists
and equipment around
the site
Supply of product • Communication Event Shutdown
• Transport • Amenities • Removal
• Accommodation • Consumables • Cleaning
• Artist needs • VIP and media • Contract release
requirement
• Emergency procedures
Supply of facilities
• Security
• Power
• Water
• Contractors

190
 Lines of Communication for Event
On – Site Coordination
Event
Artistic Manager
manager Finance
Manager

Staging Logistics
manager Manager
Traders
manager
Volunteers
Promotion
coordinator
Manager
191
 Supply of Customers –
Marketing, Promotion & Ticketing

• Segmentation processes
• Ticket distribution, sales, outlets, lack of sales
• Arrivals and ticket checking
• Security of funds (if tickets sold at venue)

192
 Supply of Customers –
Queuing
• How guest/spectators/audience will arrive (dump
or trickle?)
• Control of the queue
• Figure out bottlenecks
• Reducing queuing time
• Entertainment during queuing time

193
 Supply of Customers –
Transport
• Selection of venue
• Method/time of arrival
• Behaviour of security & service personnel
• Social issues: timing of departures

194
 Supply of Product

• Product of event is a bundle of product, service

and services/amenities

• Quality control is important

– Standardization
– Sequence of service (set SOP)
– Scripting (if necessary)

195
 Supply of Product –
Accommodation
• Off site: artists/athletes and key personnel
(must be arranged before & after event)

• On site: artists/athletes (during event)

– Storage
– Green room
– Private space

196
 Supply of Facilities

• Security
• Power/electricity
• Water supply
• Food & beverages
• Toilets
• Other facilities
• Contractors

197
 Event Site Logistics – Communication
• External
– Phone
– Fax
– Hotlines/1800…
– Emergency phones

• Internal
– Central communication/admin area
– Two-way radio (walkie talkies)
– Pagers
– Phones – mobiles, PABX
198
 Staging Events

• Project Management (Gantt Charts)

• Event summary sheets- Time, Action, Location
• Production schedules
• Crew schedules
• Security information and briefing
• Responsibility lists
• Actions sheets

199
 CLIENT
1 WORK FLOW in EVENT COORDINATION/
BRIEF 10 EVENT PRODUCTION
9
2

CLIENT
SERVICE
3 11
8
4 CONCEPT,
CREATIVE
DIVISION STRATEGY &
DESIGN
5
PRODUCTION
DIVISION
7 6

PRODUCTION 12
BUDGET & FEE

EXECUTION
200
 KEBUTUHAN SDM DIVISI PRODUKSI
Sebagai eksekutor, divisi produksi membutuhkan tim kerja untuk menunjang
aktifitasnya. Anggota tim kerja tersebut memiliki jabatan dan tugas masing-
masing.

1. Show Director : Bertanggung jawab atas pelaksanaan event di hari H.

2. Stage Manager : Bertanggung jawab atas segala aktifitas di panggung
utama.
3. Property Coordinator : Bertanggung jawab atas semua property event mulai
dari panggung, backdrop, podium, banner dan lain-lain.
4. Talent Coordinator : Bertanggung jawab atas kelancaran aktifitas talent
yang biasanya meliputi Artis, Usher, MC, band dll.
5. Lighting Man : Orang yang bertanggung jawab atas pengoperasian tata
lampu event.
6. Sound Man : Orang yang bertanggung jawab atas pengoperasian &
kelancaran piranti sound system.
7. Runner : Adalah kru yang akan membantu semua tim dalam mendukung
kelancaran event 201
 KOMPONEN-KOMPONEN PRODUKSI EVENT
Kebutuhan-kebutuhan material suatu event sangat bervariatif, tergantung
dari besar kecilnya event yang akan diadakan. Diantaranya :

1. Talent : berisi budget semua talent mulai dari MC,Artis, SPG, Usher,
dancer, model.
2. Property : Berisi budget property seperty backdrop, gate, stage,
podium dll.
3. Sound & Lighting : Berisi budget Sound system, lighting.
4. Multi Media & Projection System : berisi budget yang terkait dengan
materi multi media seperti opening bumper, launching processing dan
kebutuhan LCD serta screen.
5. Perijinan : Berisi budget perijinan yang dibutuhkan seperti ijin
keramaian.
6. Meals : Berisi budget konsumsi Audience maupun tim pelaksana.
7. Operational : Berisi budget operasional persiapan event dan hari event,
seperti transportasi, ticketing, akomodasi dll.
8. Fee : Berisi budget-budget fee-fee yang harus dibayarkan seperti fee
desain, fee organizer.

202
 PRODUCTIONS PACK
Productions Pack adalah sebuah kumpulan informasi yang
dikemas dalam sebuah buku dan digunakan sebagai manual
book bagi pelaksanaan sebuah event. Adapun isi productions
pack diantaranya :
1. Daftar isi.
2. PIC & Crew
3. Rundown acara
4. Time line productions
5. Check List Productions
6. Property design & layout venue.

203
 Simplified Gantt Chart

Tasks F S S M T W T F S S M T W T F S S

Clear & prepare site

Opening Night 
Generators arrive

Lighting on site

Tents arrive

Stages arrive & set up

Site security

Sound system arrives

 Milestone: start of the event

204
 Gantt Chart Represented as a Network

Clear & prepare site

4-5 days

Generator set up
0.5-1 day

Lighting set up
1.5-2 days

Security set up Stages set up

4-5 days 4-5 days

Sound system set up

4-5 days
205
 Issues in Staging Events
• Theming and event design
• Choice of venue
• Audience and guests
• The stage
• Power light and sound
• Audio visuals and special effects
• Catering
• Performers
• Crew
• Hospitality
• Recording the event
• Contingencies
206
 The Elements of Staging
related to the Theme of Event

Catering
Artists,
Venue
Entertainment,
speakers

Theme

Decoration,
Props,
AV & scenery
special effects Sounds &
lights
207
 Factors in Venue Selection
• Matching venue with theme of event
• Matching the size of venue with the size of event
• Seating configuration
• History of venue (reputation)
• Availability
• Facilities (eg. toilet, communication facilities, catering
equipment)
• Services (power, lights)
• Transportation access

208
Consideration Concerning Audience

• Position of entrances and exits

• Arrival times
• The methods of audience arrival
• Seating (type of seating, size of audience)
• Safety factors (eg. emergency exits)
• Facilities (eg. disabled access)

209
 The Stage -
The Relationship Between Types of Events and
the Relative Importance of the Staging
Elements
Enter
tainm
ent

Catering
p i tality
Hos l Effects
S p e c i a
AV &

Type of event: Free events Festival Functions (eg.weddings) Corporate events

Audience: public private clients, customers

210
 Event Technology
• Event Design
– Visual themeing
– Event layout (computer aided design – CAD)
– Presentation to stakeholders (Ppt, Flash)
• Event Planning
– Spreadsheets
– Project management software (MS Project)
• Event Web Site
– Information source and gathering
– Marketing – advertising
– Booking online
– Communication
211
 Modul 8
Evaluation, Reporting &
Impact Assessment of
Events

212
 Introduction

Event evaluation is the process of critically

observing, measuring & monitoring the
implementation of an event, in order to assess
its outcomes accurately

213
 Event Management Process

Based on objectives &

research

Based on feedback & Of the event plan

surveys

214
Reasons for evaluation:

• Identify & solve problem

• Find ways to improve management
• Determine the worth of the event or its programs
• Measure success & failure
• Identify costs & benefits
• Identify & measure impacts
• Satisfy sponsors & authorities
• Gain acceptance/credibility/support

215
 When to evaluate events
1. Pre-event assessment or formative
evaluations
2. Monitoring the event or process
evaluations
3. Post-event evaluation or outcome or
summative evaluations

216
 1. Pre-event assessment or
formative evaluations
• Undertaken during feasibility studies & preplanning
of events, include: market research, prediction of
attendance figures, costs & benefits, creating
attractive products & setting up effective
organizations.
• The study may result in establishing targets or
benchmarks, against which the success of the project
will be measured.

217
 2. Monitoring the event or
process evaluations
• The process of tracking the progress of an event
through the various stages of implementation & it
enables factors governing the event to be adjusted
• To help improve effectiveness through observation &
quality control techniques
• Monitoring provide valuable information to take
corrective actions & for the final evaluation and
future planning purposes

218
3. Post-event evaluation or outcome
or summative evaluations
• Conducted after the event or at the end of a
program or planning period to evaluate its impacts,
tangible and intangible, & overall value, results are
fed into the planning process.
• Involves the gathering and analyzing of statistics &
data on event in relation to the event’s mission &
objectives
• Feedback meeting about the strengths &
weaknesses are discussed & observations are
recorded.

219
 3. Post-event evaluation (con’t)

• Involve some form of questionnaire or survey of

participants or audience
• Involve the collection of data on the financial
expenditure by the participants, so that the cost can
be compared with the revenue generated by the
event

220
 Reporting to Stakeholders

• The Host Organization/Clients

• The Event Sponsor
• Funding Bodies
• Councils and Government departments
• Tourism Bodies

221
 Effectiveness & Efficiency
• Effectiveness is a measure of goal attainment & how
well did we do in reaching our objectives?
• Measure of effectiveness are required for impact
assessment or any summative evaluation
• Measure of effectiveness are needed to evaluate the
contribution of each person & committee to attaining
the goals
• In business, revenue generation is the most common
measure

222
 Effectiveness & Efficiency (cont’)
• Efficiency is a measure of resource use, as implied in
the questions: did we waste money? What is the
optimal use of our resources?
• To evaluate efficiency, manager will examine the
resources consumed to produce a given unit of
output then determine if more desired output.
• The problem arises when the desired output is an
intangible, such as fostering the arts

223
 Evaluation Procedures

1. Data collection
2. Observation
3. De briefing meetings
4. Questionnaires & surveys

224
 Data Collection

Data types Specific Measures Methods

Attendance
Total event Totalnumber of customers Ticket sales
Number of visitations Turnstile counts
attendance
Turnover rate Vehicle counts
Attendance at sub-
Peak attendance Crowd estimates
events Market area surveys

Visitor profiles
Profile at each visitor Age in years Visitor survey
Male or female Market area survey
Employment status Direct observation
Educational level
Income level

Type of party Family only same as above

Family & friends
Friends only
Alone
Tour group
Tour group plus family/friends

225
 Data Collection

Data types Specific Measures Methods

Visitor profiles
Size of party  No. of visitors traveling together Visitor survey
Market area survey
Direct observation

Market Area & Trip Type

Home address Country, state, city, town Visitor survey
Origin of trip Origin on day of survey same as above
Stops on the trip
Accommodation used

Type of trip Number of nights same as above

Packages used

Mode Type of vehicle Observation

226
 Data Collection
Data types Specific Measures Methods

Marketing, Motivations

Information Media consulted Visitor survey

sources Importance of WOM

Reasons for trip To the area same as above

To the event
Importance of event in motivating trip
First time or repeat visit

Benefit sought Desired experiences, activities, goods same as above

& services

Satisfaction Things that pleased Suggestion

Things that displeased box
Suggestions
Intent to return

227
 Data Collection
Data types Specific Measures Methods

Activities & Spending

Activities at event Attendance at event attractions/ sites Visitor survey
Turnstile counts
Ticket sales

Activities outside Activities in the host community; Observation

the event on the trip Business survey
Financial record

Expenditures At the event & on the trip same as above

Accommodation
F&B
Entertainment
Souvenirs
Other shopping
Travel related

228
 Data Collection
Data types Specific Measures Methods

Economic Impacts
Total incremental visitor Visitorsurvey Observation
expenditure at event; in Attendance count Business survey
community Accommodation occupancy Financial record
Total attendance x visitor survey
expenditure at event &
outside
Macroeconomic Totalincremental income + same as above
impact secondary & induced effects
Income multiplier

Profit/surplus revenue Revenue minus costs Financial record

Employment created Full& part-time Employment

Direct & indirect multiplier
Total person years

229
 Data Collection

Data types Specific Measures Methods

Other Impacts
Ecological Conservation Observation
Pollution
Habitat loss

Social & cultural Resident attitudes Resident survey

Heritage loss Public meeting
Traditions altered or preserved Police records
Amenity loss or gain Fire records
Public behavior
Change in aesthetics

Cost-Benefit Evaluation
Tangibles costs Ratio of tangible costs to benefits same as above
Tangibles benefits Qualitative evaluation of net value
Intangibles

230
 Observation
Observation & reports may provide information on a
number of aspects (performance quality, audience
reaction, crowd flow & adequacy of catering & toilet
facilities)

Use check lists for guidance

231
 De briefing meetings
• It will be useful if the date & agenda of the meeting to
be made known to all parties early in the process, so that
if it is not possible to communicate during the staging,
the management are aware that a suitable forum will be
provided during the finalization of the event

• Ensure that neither congratulations nor recriminations

overshadow the important lessons that are to be learnt
from the event & the consequent changes to be
incorporated in future planning

232
 Check List for Event Evaluation
Aspect Satisfactory Requires Comments
attention
 Timing of the event
 Venue
 Ticketing & entry
 Staging
 Performance standard
 Staffing levels & performance
of duties
 Crowd control
 Security
 Communication
 Information & signage
 Transport
 Parking
 Catering facilities
 Toilets
 First aid
 Lost children
 Sponsor acknowledgment
 Hosting arrangements
 Advertising
 Publicity
 Media liaison

233
 Questionnaires & surveys
• Questionnaires can range from simple feedback forms
targeting event partners & stakeholders to detailed
audience or visitor surveys undertaken by trained personnel

• The scale of the questionnaire will depend upon the needs &
resources of the event.

• Surveys are used to ascertain reliable statistical information on

audience profiles & reaction & visitor patterns & expenditures.
They may be implemented by direct interviews with participants
or may rely on participants filling in written forms

234
 Questionnaires & surveys
The Important Factors

• Purpose
• Survey Design
• Size of Sample
• Randomness
• Support Data

235
 Economics Impact Measurement
& Evaluation
Determine
The local income and employment created for
residents of the area, and sometimes long
term, indirect impacts – improved ability to
attract investment

236
 Economic Impact Evaluation Process
• Formulate precise research goals
• Determine data needs & appropriate methods
• Determine attendance at the event
• Conduct visitor surveys
• Estimate total expenditure by tourists
• Estimate expenditure “attributable” to tourists
• Calculate net income & macroeconomics impacts
• Do a cost benefit evaluation

237
 Evaluation of Costs & Benefits
• Draw conclusions about the net benefit of the event
after costs have been subtracted, and of
incorporating intangibles & non-economics
measures.
• It can be used in post-event evaluations and
feasibility studies
• Critical impact evaluation issue:
Who benefits – who pays the costs

238
 Finalization
• Hold a debriefing meeting & provide an opportunity for
feedback by all stakeholders
• Settle accounts & prepare an audited financial statement
• Fulfill all contractual & statutory obligations
• Prepare a full report on event outcomes & distribute it to
all key stakeholders
• Make recommendations for future refinements &
improvements to the event
• Thank all staff, participants & stakeholders for their support
of the event

239
Example: “Evaluation Form by Hotel as Event Organizer”

1. Sales Phase
Dissatisfied Somewhat Neutral Satisfied Very satisfied
dissatisfied

How satisfied were you with the

overall performance during the sales
phase?

Other comment:

240
 2. Pre-event phase
Agree Somewhat Neutral Somewhat Disagree N/A
agree disagree

Hotel contacted you at the appropriate time

for your event planning
Hotel understood your problems & offered
creative solutions
Hotel were flexible enough no matter how
often plans changed
Hotel offered choices which could be
accommodated within your budget

Please rate your pre-event/tasting meeting

experience
Satisfied Somewhat Neutral Somewhat Dissatisfied N/A
satisfied dissatisfied

How satisfied were you with our overall

performance during the planning of your
event
Other comments:

241
 3. Event Phase
Agree Somewhat Neutral Somewhat Disagree N/A
agree disagree

Hotel were friendly & efficient

Hotel demonstrated a consistently high

level of service

Hotel delivered services on time and as

promised
Satisfied Somewhat Neutral Somewhat Dissatisfied N/A
Satisfied dissatisfied

How satisfied were you with our overall

performance during the event phase

Other comments:

242
 4. Post event phase
Agree Somewhat Neutral Somewhat Disagree N/A
agree disagree
Associates communicated interest in
your business
The billing process was accurate

The billing process was timely

The billing process was understandable

Excellent Good Average Below Poor N/A

average

Overall, how would you rate?

Satisfied Somewhat Neutral Somewhat Dissatisfied N/A

satisfied dissatisfied
Overall, how satisfied were you with the
performance & services of hotel

243
 4. Post event phase…
Excellent Good Average Below Poor N/A
average

Cleanliness / condition of meeting space

Comfortable meeting environment (lighting,

temperature, noise, etc)

Overall presentation / quality of food &

beverages

Taste & appeal of food

Other comments:

Very Somewhat Neither Somewhat Very

likely likely likely / unlikely unlikely
unlikely
If you were planning another event in this area,
how likely are you to use (hotel) services again?

244
4. Post event phase…
Yes No

Throughout the entire event experience, did you encounter any problem?
If yes, please describe the problem

Satisfied Somewhat Neutral Somewhat Dissatisfied N/

Satisfied dissatisfied A
If yes, which of the following statements
best describes your feelings about the
action taken by the hotel to resolve your
problem(s)
Are there (hotel) associates you would like to recognize for outstanding service?

Based only on your personal preference, if all the following hotel chains were located in the area where you
were planning your next event, which one hotel chain would be your FIRST choice for the event:
a.
b.
c.

245