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Venue management - Event Perspectives Series

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15 October 2014 - Presentation to MSc International Events Management programme on venue management, venue / destination selection, management of events in venues.

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Venue management - Event Perspectives Series

  1. 1. Venue Management Chris Austin 15 October 2014
  2. 2. What is a venue? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  3. 3. Venues • Purpose-built • Multi-purpose • Residential conference venues • Educational establishments • Hotels • Unusual and miscellaneous venues British Conference Market Trends Survey (1999) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  4. 4. Venues • Increasing number of ‘unusual’ venues, which are outside the realms of ‘conventional, purpose-built venues’ • Historic houses • Sport and leisure centres • Museums • Race courses • City centre locations Swarbrooke and Horner (2002:168) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  5. 5. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  6. 6. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  7. 7. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  8. 8. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  9. 9. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  10. 10. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  11. 11. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  12. 12. Venues vs. Event Spaces twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  13. 13. Importance of venues • The venue is… • ‘An obvious part of event success’ Bowdin (2011:495) • ‘the scaffolding in which to stage the themed event around and within’ Ferdinand and Kitchin (2012:58) • ‘essential to an event’s success, in terms of location and layout’ O’Toole (2011:193) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  14. 14. Venues and theming • Venue to match the theme of the event, or… • Create the theme within the venue? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  15. 15. The venue experience • Berridge (2007) refers to the venue as being critical to the perception of the event, which is created by the physicality and stimuli evoked by the event and venue combined. • Wood and Masterman (2007)… ‘seven I’s’… Involvement, interaction, immersion, intensity, individuality, innovation and integrity. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  16. 16. Venue selection • Allen (2008:145) – ‘Four walls and a roof, a blank canvas onto which the event is painted.’ • ‘Needs to meet the operational requirements of the event’. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  17. 17. How would you select a venue? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  18. 18. Venue selection • Location • Matching the venue to the theme • Matching the size of the event to venue capacity • Venue layout including sight lines and seating configuration • Event history/portfolio and reputation • Availability twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  19. 19. Venue selection (cont’d) • What can the venue provide • Transport links and parking • Access for audience, equipment, guests, staff, VIPs, disabled • Toilets and welfare facilities • Catering • Power • Communication twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  20. 20. Venue selection (cont’d) • Climate, microclimate and ventilation • Emergency plans and exits • Technology • Price • Destination image • Awards and accreditations Bowdin et al (2012) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  21. 21. Price vs. Value? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  22. 22. What about relationships? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  23. 23. Destination factors? twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  24. 24. Destination selection • Transport links • Events and attractions • Accommodation • Amenities • Culture • Night time economy • Food • Reputation / image • Geographical location • Venues • Enquiry handling ability twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  25. 25. Venue selection trends • Traditional, purpose-built venues being exceeded by unusual, diversifying and virtual event environments. • The wider destination and geographical position of the venue is becoming increasingly important. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  26. 26. Venue selection trends (con’t) • Marketing attitudes have shifted with increasing emphasis on stakeholder engagement, customer perception, service quality and relationships between event and venue managers. • Emerging themes include the importance of technology and sustainability, and influences on organisational buying behaviour. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  27. 27. Venue management Venue Manager Event Manager Event twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  28. 28. Venue management • Venue design • Venue organisational structure • Event process • Multiple events in venues • Contracts • Pricing • Partnerships twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  29. 29. Venue design • Event spaces • Circulation areas / visitor flow • Parking • Transportation • Ticketing • Toilets and amenities • Food and beverage • Dressing rooms, green rooms, officials areas twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  30. 30. Venue design (cont’d) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  31. 31. Venue organisational structure Manchester Central… Managing Director Operations Finance Marketing and Communication Sales Business Services Catering twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  32. 32. Event process twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  33. 33. Multiple events in venues • Increased pressures, timing is critical… • Parking • Food and beverage • Visitor flow (inside and to/from venue) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  34. 34. Contracts • Venue contract would typically include… • Security deposit • Cancellation • Access • Late conclusion (‘running over’) • House seats (reserved tickets for venue) • Additions/alterations • Signage twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  35. 35. Pricing • Venue hire • Equipment • DDR / 24HR DR • Ticketing (inside / outside charges) • Catering (provision, concessions and corkage) • Parking (consideration for attendees) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  36. 36. Partnerships • Other venues • Accommodation providers • Destination Management Organisation (DMO) • Equipment (e.g. AV) suppliers • Caterers • Media twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  37. 37. Event management in venues • Facilities • Roles and responsibilities • Timings • Suppliers and partnerships • Events across multiple venues twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  38. 38. Facilities twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  39. 39. Roles and responsibilities • Venue team • Event team • Partners / contractors • Suppliers • Stewards • Specialists (e.g. highways, first aid etc) twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  40. 40. Timings • Arrival • Set-up • Sign-off • Event delivery • De-rig • Depart • Slippage – remember contract! twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  41. 41. Events across multiple venues • Delegation • Communication • Safety • Timing twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  42. 42. Events across multiple venues twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  43. 43. References Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2008) Festival and Special Event Management, Fourth Edition, Australia: Wiley & Sons Ltd. Austin, C (2013) Choice criteria for selecting venues for events: A comparative study, MSc Dissertation, Manchester Metropolitan University Berridge, G. (2007) Event Design and Experience, USA: Butterworth- Heinemann. Bowdin, G., Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2012) Events Management, Third Edition, Oxford: Butterworth-Heinemann. Ferdinand, N. and Kitchin, P.J. (2012) Events Management: An International Approach, London: SAGE Publications. Getz, D. (2010) Event Management & Event Tourism, Second Edition, USA: Cognizant Communication Corporation. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
  44. 44. References Swarbrooke, J. and Horner, S. (2002) Business Travel and Tourism, Oxford: Butterworth-Heinemann. System 3 (1999) British Conference Market Trends Survey 1998, London: BTA. Wood, E.H. and Masterman, G. (2007) ‘Event Marketing: Experience and Exploitation’. Extra-ordinary Experiences Conference: managing the consumer experience in hospitality, leisure, sport, tourism, retail and events, Bournemouth University, 3-4 September. twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin

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