MODULE 4

EVENT EXECUTION AND MANAGEMENT

A. ONSITE EVENT MANAGEMENT

Onsite event management involves taking care of the setup and details at the event facility on the
day. An onsite manager’s responsibilities and tasks are ensuring the venue matches the client’s brief.

It is imperative to check all the details, from the décor to the photographer and videographer. The
onsite event management team must ensure that all protocols are followed if security is required. If
required, event check-in software should be used.

The Role of Onsite Event Management in Successful Events

Onsite event management refers to the comprehensive process of organizing, executing, and
monitoring all aspects of an event directly at its location.

This aspect of event management is crucial because it directly affects the experience of attendees
and can make or break an event’s success. Here are some key ways in which onsite event
management plays a critical role in ensuring event success:

Participant Experience:

The onsite management team is primarily responsible for ensuring a smooth, enjoyable, and
memorable experience for all attendees. This includes everything from efficient registration, clear
signage, organized facilities, to timely problem-solving during the event.

An exceptional participant experience often leads to positive word-of-mouth, better reviews, and
potentially higher attendance at future events.

Smooth Execution:

Good onsite event management ensures the smooth operation of all event aspects. This
encompasses the seamless running of the event schedule, management of speakers or entertainers,
and swift resolution of any unexpected issues or emergencies.

This level of professionalism not only enhances the attendee’s experience but also reinforces the
brand image of the organization.

Safety and Security:

The safety of attendees, staff, and vendors is a top priority at any event. Effective onsite management
incorporates safety measures, emergency response plans, and security protocols to maintain a
secure and safe environment.

Vendor Management:
Onsite managers work closely with vendors, exhibitors, and partners to ensure they have what they
need to perform their roles effectively, which directly impacts the quality of the event experience.

Real-time Adjustments:

Despite the best-laid plans, real-time adjustments are often needed during an event.

Onsite managers can make immediate decisions based on the current situation, making sure the
event continues to run smoothly and minimizing potential disruptions.

Brand Image:

Lastly, the overall management and execution of an event are a reflection of the event host’s brand.

Effective onsite event management can enhance the brand’s reputation and foster trust and loyalty
among the event’s participants.

What are the Benefits of Onsite Event Management?

Onsite event management goes beyond simply staffing your event. There are countless ways this
service contributes to the success of an event, from careful planning to attention to detail.

1. Professionals Handle All Pre- Event Coordination

The best event management companies plan every step of your event with your vision in mind. It
would be best if you considered plenty of factors when planning an event, and the details will make
all the difference. In the pre-planning stages, it is crucial to consider the following aspects:

 Theme development

 Date Selection

 Venue selection and availability

 Logistics planning

 Cost analysis

 Branding

 Scheduling

 Audiovisual needs

 Optional Activities

 Food and beverage

 Awards ceremonies

 Green initiatives
  Cost analysis

 Equipment needs and transportation

With onsite event management, you’ll have professionals assisting you at every stage of the planning
process, from the glamorous (picking a theme and selecting decor) to the not-so-glamorous
(scheduling staff and transporting equipment). The list of demands is so long that a bit of help will go
a long way.

2. Proactively Avoid Problems Before They Happen

A successful event involves extensive planning and preparation, often requiring months of planning
to be successful. The people, rooms, equipment, and agenda of a meeting must all work in harmony
for it to be successful. The possibilities of fire going wrong are endless, so how can you even begin to
anticipate and extinguish them before they start?

By bringing in the experts, you will proactively avoid problems before they occur. The onsite event
managers ensure that all breakout rooms, dining facilities, conference rooms, and equipment
necessary to run a successful event will be checked to ensure no surprises.

3. Handle Any Problem During The Event

Event planners always run into snags, no matter how good they are. Some things are simply beyond
your control. Often, unexpected problems spark a host of new ones, taking you away from your
guests. When this happens, your company may seem unorganized or not going according to plan.

An onsite event management team can take care of all the details, from the emergencies to the nitty-
gritty of the event. An experienced team of corporate event planners will have already handled every
aspect of pre-planning and coordination, so they know how things should run.

With an experienced team facilitating the event, you can focus on enjoying yourself and mingling
with guests.

Key Elements of Onsite Event Management

A. Onsite Registration and Check-In

1. Importance of Efficient Registration Systems:

Efficient registration systems are critical in setting the tone for any event. As one of the first
interactions attendees have with your event, the check-in process can significantly influence their
overall experience.

First, a streamlined registration system helps reduce long queues and waiting times, leading to a
positive first impression. No one likes to start an event by standing in a long, slow-moving line.
Hence, a smooth, efficient registration system is essential for starting your event on the right note.

Second, an effective registration process ensures accurate data collection. With correct attendee
information, event organizers can personalize the experience, follow-up after the event, and plan
better for future events.
Lastly, efficient registration can help prevent fraudulent entries, enhancing security at your event.

2. Role of Technology in Facilitating Check-In:

Technology plays an integral part in streamlining the registration and check-in process. Here’s how:

Online Registration and Ticketing: Online platforms allow attendees to register and buy tickets
ahead of time, making it easier for both attendees and organizers. Attendees can use their mobile
devices to show tickets, reducing the need for physical copies.

Self Check-In Kiosks: These kiosks allow attendees to check themselves in without the need for a
staff member, reducing the manpower required and speeding up the process.

QR Codes and Scanning Devices: Each attendee can be assigned a unique QR code, which can be
scanned quickly upon arrival, making the check-in process more efficient and eliminating manual
data entry errors.

Real-Time Data Syncing: With technological tools, attendee data can be synchronized in real time
across various devices. This feature is particularly useful for large events where multiple check-in
points may be required.

RFID & NFC Technology: Radio Frequency Identification (RFID) and Near Field Communication (NFC)
technologies enable contactless check-ins and can even facilitate cashless payments and other
interactions within the event.

Event Apps: Custom event apps can provide not only registration and check-in solutions but also
event information, updates, and networking platforms.

In summary, an efficient registration system is crucial for successful events, and technology offers
numerous tools to streamline and enhance this process, improving the overall attendee experience.

B. Onsite Staffing

1. Role of Onsite Staff in Event Management:

Onsite staff plays a critical role in event management, acting as the backbone of any event. Here’s
why:

Customer Service: Onsite staff directly interact with attendees, providing assistance, answering
questions, and resolving any issues that may arise. They essentially become the face of the event,
playing a crucial role in forming attendees’ overall impression of the event.

Execution of Plans: Onsite staff are responsible for implementing the plans created during the event
planning stage. This includes managing various event aspects such as check-in, stage management,
food and beverage, AV and IT support, security, and more.

Real-Time Problem Solving: Despite thorough planning, unexpected issues can and often do arise
during events. Onsite staff are responsible for managing these situations and finding immediate
solutions to ensure the smooth running of the event.
Safety and Security: Certain members of the onsite team are specifically tasked with ensuring the
safety and security of attendees, staff, and equipment.

2. Importance of Having Clearly Defined Roles and Responsibilities:

Clearly defined roles and responsibilities for onsite staff are crucial for several reasons:

Efficiency: When everyone knows exactly what their job entails, tasks can be completed more quickly
and efficiently, ensuring a smoother event.

Accountability: With clearly defined roles, each team member knows what they are responsible for,
and it becomes easier to hold individuals accountable for specific aspects of the event.

Communication: Clearly defined roles help in establishing efficient communication channels.

Everyone knows who to go to with specific issues or questions, reducing confusion and saving time.

Teamwork: Understanding each other’s roles allows staff members to support each other better,
enhancing teamwork and collaboration, which ultimately contributes to the event’s success.

C. Crowd Management

1. Importance of Maintaining Safety and Comfort:

Safety and comfort should be at the forefront of any event planning and execution strategy. Here’s
why:

Attendee Well-being: Ensuring the safety of all attendees is a primary responsibility of event
organizers. This includes everything from emergency planning and crowd control measures to
sanitary conditions and security protocols.

Event Experience: Attendee comfort greatly impacts the overall event experience. Adequate seating,
temperature control, accessible amenities, and well-managed crowd movement contribute to a
comfortable environment that allows attendees to focus on and enjoy the event.

Legal Compliance and Liability: Depending on the jurisdiction, event organizers may be legally
required to take certain safety measures. Additionally, failure to ensure safety can lead to potential
liability issues in the event of accidents or incidents.

2. Techniques for Managing Large Crowds:

Effective crowd management techniques are key to maintaining safety and comfort, particularly at
large-scale events. Some of these techniques include:

Designated Entry and Exit Points: Clearly marked and well-staffed entry and exit points can help
control the flow of people and prevent bottlenecks.

Barrier Systems: Barriers and fencing can be used to guide crowd movement and section off
restricted areas.

Effective Signage: Clear signs directing attendees to amenities, exits, and different event areas can
reduce confusion and improve crowd flow.
Crowd Control Personnel: Trained crowd control staff can provide guidance, monitor crowd behavior,
and intervene when necessary to prevent overcrowding or risky situations.

Emergency Evacuation Plan: In the event of an emergency, a well-planned evacuation strategy

ensures a safe and orderly exit, minimizing panic and potential harm.

Use of Technology: Technology such as CCTV cameras for surveillance, digital ticketing systems to
control entry, and apps providing real-time updates can greatly assist in effective crowd
management.

D. Vendor and Partner Management

1. Communication with Vendors and Partners:

Effective communication is key to successful vendor and partner management. Here’s why:

Clarity and Understanding: Clear communication ensures that all parties have a mutual
understanding of expectations, responsibilities, and event specifics, reducing the potential for
misunderstandings or mistakes.

Coordination and Collaboration: Ongoing communication facilitates better coordination and

collaboration between the event organizers and the vendors or partners. This can include everything
from logistical planning to troubleshooting issues.

Building Relationships: Regular, open communication helps build strong relationships with vendors
and partners, leading to better cooperation and potentially beneficial future collaborations.

Feedback and Improvement: Communication allows for ongoing feedback and adjustment, enabling
all parties to improve their services and contribute to the event’s success.

2. Ensuring Vendor and Partner Fulfillment:

Ensuring that vendors and partners fulfill their obligations is crucial for the following reasons:

 Financial Implications: Fulfillment issues could lead to additional costs, whether it’s due to
the need for last-minute replacements or refunds to dissatisfied attendees.

To ensure fulfilment, event organizers can use several strategies:

Contracts: Clearly written contracts detailing responsibilities, timelines, and penalties for non-
compliance can help ensure obligations are met.

Regular Check-ins: Regular checking in with vendors and partners leading up to and during the event
can help identify and address any issues early.

Contingency Planning: Having backup plans in place can mitigate the impact of any vendor or
partner failing to fulfil their obligations.

E. AV & IT Support

Ensuring Seamless Technical Operations:

Today’s events heavily rely on audiovisual (AV) and information technology (IT) systems, including
sound systems, projectors, lighting, video recording, livestreaming, internet connectivity, and more.
Ensuring these systems function seamlessly is paramount for the following reasons:

Attendee Experience: From presentations to performances, AV systems are critical to delivering the
content of the event, while IT systems often support registration, digital displays, and attendees’
internet access. Any technical glitch can disrupt the attendee experience and detract from the
event’s impact.

Professionalism: Seamless technical operations reflect a high level of professionalism and

competence, reinforcing a positive image of the event organizers.

Efficiency: Well-functioning tech systems contribute to the smooth running of the event, ensuring it
stays on schedule and minimizing downtime.

Navigating Onsite Event Challenges

Anticipating Problems:

Effective event managers know that despite careful planning, unexpected problems can arise.
Anticipating potential issues, from equipment malfunctions to weather changes or guest speaker
cancellations, is the first step in addressing challenges effectively.

Developing Contingency Plans:

For every significant aspect of the event, there should be a contingency plan. Whether it’s backup AV
equipment, a reserved guest speaker, or an alternate indoor venue for an outdoor event in case of
bad weather, these plans can help navigate unexpected situations without significant disruption.

Effective Communication:

Clear and timely communication is crucial when navigating challenges. This involves informing
relevant parties about the issue and the steps being taken to address it, which can help manage
expectations and prevent misinformation.

Training the Onsite Staff:

The onsite staff should be trained to handle a variety of situations, from managing disappointed
attendees to handling a safety issue. Regular drills and training can equip the staff with the necessary
skills and confidence to handle onsite challenges effectively.

Learning from Experience:

Each event, with its unique challenges, provides learning opportunities. Post-event analysis can help
identify what went wrong and why, enabling the event management team to learn from these
experiences and improve future events.

Leveraging Technology:
Technology can play a significant role in mitigating challenges. For instance, a well-designed event
app can send real-time updates to attendees about schedule changes, while tech tools can monitor
social media for attendee feedback and issues.

B. RISK MANAGEMENT

Risk is defined as the possibility of loss, injury, or any other adverse unwelcome
circumstance. Risks can come from uncertainty or change in the work environment, practical
situations that are different from what was expected (at any phase of event cycle i.e. design,
development, production, or execution), legal liabilities, credit risk, accidents, natural
calamities, disasters as well as deliberate attack from an adversary. Risk can also be
measured and expressed as a probability of not being able to achieve defined goals of the
event due to any reason. Thus, risk is any negative occurrence on site and off site which
gives the event negative publicity, and leads to a loss of life or property due to this negative
occurrence.

Getz defined risk management as the process of anticipating, preventing or minimizing

potential costs, losses or problem for the event, organization, partner and guests. Leopkey
and Parent described risk management as a process that involves assessing all possible risks
to the event and its stakeholders and then strategically avoiding, preventing, reducing,
diffusing, reallocating, legalizing or using relationship management to mitigate the identified
risks. Thus putting it comprehensively, event risk management is a term applied to a logical
and systematic method of identifying, analyzing, evaluating, treating, monitoring, and
communicating risks associated with any activity, function, or process during the planning
and execution of an event to ensure minimum losses and maximum profit

TYPES OF RISKS
EXTERNAL RISKS

 Natural disasters (earthquakes, hurricanes, bad weather, floods and droughts)

 Acts of violence, theft, material loss during transportation and crime of opportunity,
terrorist attack on venue, state or city, aircraft
 Negative media coverage or negative publicity against the event
 Cyber theft and cyber terrorism, theft of Intellectual Property Rights
 Changes and delays

RISKS LINKED WITH EVENT OPERATIONS

 Poisoning or contamination of food and water

 Low ticket sale, lack of sponsorship, over expenditure
 Crowd leading to loss of life or injury due to accidents, stampede, and riots
 Facilities and surroundings: fire, electric and gas supply, stage, pyrotechnics
  Collapse of communication system
 Financial loss in terms of over expenditure, penalties and litigations
 Risks related to intake of alcohol and drugs

POTENTIAL EXTERNAL RISKS

 Threats due to Natural Disasters

Any natural disaster like earthquake, heavy rain, non-stop snowfall, hurricane, storm, flood
and drought is a risk. These risks cannot be prevented but if the venue (geographically) is
situated at a place which is prone to any of these, adequate contingency and crisis
management planning should be done. An event risk manager must study the geographical
conditions of the venue very carefully. Some regions are naturally more inclined to natural
threats and should be preferably avoided. If selecting such venues is unavoidable, the
detailed preventive, contingency and crisis plan to deal with them should be prepared.

 Acts of Violence (risk to personal safety)

Acts of violence include violence at workplace, violence against visitors (event attendees),
social disorder by gangs or hooligans and violence against property. Some of the typical
event crimes of violence involve carjacking, kidnapping, mugging, sexual assault and murder.
The pedestrians and people in car parking are especially prone to such risk.

 Theft, Material Loss during Transportation and Crime of Opportunity

Crime of opportunity (risk of material safety) during an event includes auto theft, ‘con’
games, property theft, pick pocketing or distraction and vandalism. Event attendees spend a
lot of money in attending events. They travel, stay in public places, eat outside home and
pay for all these. Such event attendees are served by a lot of people and staff employed by
different employers. Hence the possibility that there could be the risk of loss of money or
belongings of guests, theft or the extortion of money for services cannot be ignored by the
event organizer.

 Terrorist Attacks

Terrorist attacks (a major threat to personal and material safety) have been feared a lot since
Palestinian terrorists murdered members of the Israeli team in 1972 Olympic games and
since the bombing of Constitutional Park in Atlanta during Atlanta Olympic Games of 2000.
However, event risk analysis and management gained new importance after the terrorist
attack on World Trade Tower on September 11, 2001. The act of war or terrorism is now a
very important factor that every event manager must consider well in advance. All events
whether mega events like Olympics or mini events like family gatherings are venerable to
violence and lead to on site crisis which is invariably reported to the media. The perception
about the event crisis tends to be almost as devastating as the crisis itself. The location of
crisis is always remembered and feared. The reputation of those managing such events
where such crisis happens tends to get tarnished forever. Hence event organizers must also
consider and plan for the risk of terrorist attacks.

 Negative Media Coverage or Negative Publicity of Event

The event is successful only if the media projects it to be so and event guests are happy and
satisfied. However, when the media projects any shortcoming of an event and any kind of
mishap, the reputation of the event gets negatively affected. Thus, the risk of negative
coverage by media is there and event manager has to be in touch with media personnel to
give them positive feedback of the event. Even if something goes wrong, the media can
project the positive efforts of event organizers.

In today’s times, other risks arising due to current trends are misuse of computers or
laptops, cyber theft, cyber terrorism and theft of intellectual property (IP). Computer and
laptop can be prime theft targets. Hence the safety and security of these emerge as a major
concern. The increased dependence on internet and computers may lead to cyber attacks
and scams. Further, in conference and meeting related events, there may be stealing of IP as
a great deal of information is used during these meetings. Event organizers will have to be
more alert and prepared by forming new strategies and developing more appropriate
methods, to deal with such risks as well.

 Changes and Delays (risk of negative perception of people regarding event or

change in event programme plan)

Changes or delays can lead to many unwanted situations which cause a lot of damage to the
entire event happening or cause dissatisfaction to the event attendees. For example, the
chief guest for the event is a film celebrity who due to delay of flight is unable to reach the
venue on time. The fans waiting at the venue site for a glimpse of their favorite star may get
bored by the delay. Also, if he fails to show up due to last minute changes, the guests would
be disheartened and the event would be branded as failure in spite of all the efforts of the
event organizer. Similarly, when a star performer, who has agreed to perform at an event
many months prior to the day of event, gets into some kind of controversy, it could cause an
event to fail. It takes many months to plan an event but any change just before the event,
like celebrity or chief guest getting into trouble or not showing up for the event, may be
disastrous for the event. Thus, an event risk organizer needs to have a contingency plan for
all kinds of changes and delays to minimize the risks due to changes and delay.

RISKS LINKED WITH EVENT OPERATIONS

When the event is not managed properly or risk arises through inactions / negligence of
event organisers, the post event damage control can be more expensive than planning risk
prevention and control. Also one negative event or occurrence can influence other events in
the same venue or by the same event team.

 Poisoning or Contamination of Food and Water (risk to health, catering safety)

Poisons can contaminate air, water or food. Poison is anything someone eats, breathes, gets
into eyes or on the skin that can cause sickness or death. Poison can be solid, liquid, spray or
gas. Common substances like buttercup flower or oven cleaner could be used as poison
(intentionally). Some other common substances like personal care products, household
products, medicines and vitamins, plants and lead paint, if used incorrectly, can also become
poison (unintentionally). Carbon monoxide in the environment can also be poisonous if its
level increases in the air.

The main way to avoid poisoning incidents is to focus on prevention. The bottles and
containers in which poisonous chemicals are stored should be carefully labeled both in
words and symbols. All packaging should be child proof.

The food or water can get contaminated or can develop bacteria rapidly during summers
resulting in food poisoning. Thus, ensuring food safety in preparation, storage and serving
need to be carefully monitored to avoid such incidents. The quality of water used for
cooking, drinking, bathing or swimming also needs to be monitored to avoid related risks
and should be purified.

 Financial Risk due to Low Ticket Sale, Lack of Sponsorship, Over-expenditure

Every event has a potential financial risk. The method of finance generation of an event also
decides the type and level of risk. When the event is sponsored, generating enough
sponsorship to cover all expenses and ensuring profitability becomes a challenge. Lack of
sponsorship or / and one or more sponsors backing out just before the event can lead to
huge financial problems. The financial risk is even higher if the finances for the event are to
be generated by selling tickets. Low ticket sale can cause financial failure for the event.
Similarly, if the event team overspends on the event and is unable to ensure profit or
recover its cost, it leads to financial risks.

 Risk Related to Crowd: Loss of Life or Injury due to Accidents, Stampede, Riots (risk
to personal and material safety)

Crowds are like sea, dense and cohesive, and never entirely still. Crowds can turn from
peaceful assemblies to riotous mobs. They are open to suggestive behaviour. Crowds do not
listen to those in authority of management. However, the security personnel must control
the crowd’s growth and movement. When crowds get out of control, they either become a
mob or begin to panic. Mobs spread this panic to even those who are not part of it. The
combination of alcohol, drugs and crowd formation is even more risky. Crowds can develop
suddenly, spread fast, can easily jump barriers and can lead to massive destruction of
property and loss of life.

The eruption of crowd is one of the biggest nightmares for all risk organizers. The Kumbh
Mela in India is the largest gathering of people and crowd management has always been the
biggest challenge for its organizers. However, crowds can be channeled and controlled for
good purposes. For this an event manager has be very alert and must take all possible
preventive measures. Also, for events where the possibility of crowd formation is high,
alcohol and drugs should be banned as an important preventive measure. There should be
ample provision of human resource, both as volunteers and security personnel to control
crowds. The best crowd control efforts involve local law enforcement personnel, event
organizers, media and anyone who can provide historic or demographic information.

 Risks to Surroundings and Facilities: Fire, Electric, Gas Supply, Stage, Pyrotechnics
(risk to material safety)

Fires carry multiple risks. They are a threat to the venue, stage, building, equipment and
above all to human life. If the fire breaks at the venue of event, it can also lead to stampede
and is specially a major threat to senior citizens, those who are physically challenged and
people with impaired mobility. Fire can breakout due to short circuit of electricity or due to
inflammable material (like plastic or upholstered seats, cloth or wood paneling etc.) catching
and spreading fire. The places where some kind of fire is used in the event are especially
venerable to such incidents. Therefore, if organizers are planning to have small fire for
esthetics or bonfire in the event then they must take all preventive measures like use of fire
resistance material for the venue. Smoke alarms, smoke detectors, sprinkler system, and fire
extinguishers should be placed at different places. Emergency evacuation plan should be
discussed with fire officials. Fire brigade should also be ready as part of contingency fire
safety plan and should be discussed with the fire department. Every event organiser must
develop and follow norms to deal with this risk as discussed later in this Unit under fire
safety norms.

The risks and accidents due to electrical short circuit, fire triggered by electrical cable, and
electric shocks are also of concern to event risk managers. It is especially so because the
managers may have no knowledge of the electric cabling of the venue or the building.
However, risk manager should have basic knowledge of electric standards and must get the
electric cabling checked by professionals before the event to prevent any major incident
caused due to it. The cooking gas can also be a source of risk, if it goes out of control. It can
lead to fire, explosion or poisoning. Thus, the event safety manager should also get the gas
supply of the venue checked before the event. Box No. 1 prsents a case study of fire at an
event.

 Collapse of Communication System (risk to smooth coordination and execution of

event)
Communication is the backbone of event planning, coordination and execution. Any
interruption in the communication process can lead to complete disruption of the event. The
risk of misunderstanding or misinterpreting the messages between volunteers, security
personnel, guests and other stakeholders can lead to major crisis like crowd stampede, poor
execution of evacuation or rescue plan in case of any problem like fire etc

 Financial loss in terms of Over-expenditure, Penalties and Litigations

Post event financial losses due to litigations and any penalty imposed on the event
organizers are another kind of financial as well as legal risk. Today, people are very aware of
their rights and demand certain level of safety, security or fulfillment of all kind of promises
made by the event organizers. A person may get injured due to stampede or the belongings
of a guest can get lost in transit or during stay for the event. Any of these problems can lead
to litigations and thus financial loss. In addition, losses due to any penalty imposed by any of
the authority or venue administration can also lead to losses. These losses lead to over
expenditure and even a successful event can suffer financial losses.

 Legal risks

The legal risk covers all risks of litigation, penalties or any problem in the contract with
vendors, suppliers etc. Every event manager needs to understand all contracts and carefully
word the coverage of event organizers’ liabilities. For this reason we have dealt with all the
legal requirements of the event in the previous Units of this Block.

 Risk related to Intake of Alcohol and Drugs (risk to personal safety)

Alcohol consumption can be a major risk both for those consuming it and others who come
in their contact. The fear increases when it is consumed by young adults individually or in
groups as they tend to experiment and desire to try new experiences. Also, many of those
attending parties may not be of a legal age to drink. Alcohol has become the drug of choice
at events. The drunks not only cause problems to themselves by falling, passing out,
vomiting etc. but become a potential threat to others. They often indulge in lewd or illegal
behaviour, damage property, sexual harassment, indulge in acts of violence or lead to panic
in others. This can lead to stampede, out of control crowd or vandalism. Other alcohol
related concerns are: driving while intoxicated leading to accidents, date rape and ‘rape
drugs’ dropped into drinks, mixing of alcohol and drugs, and tendency to brawl or fight after
drinking and illegal hazing. Thus, when alcohol is served, it is imperative to have well trained
and experienced event risk managers.

DEVELOPMENT OF EVENT SAFETY NORMS

The health, safety and welfare laws are continuously changing and making their way for
development of best practices in the event industry. The norms help event organizers, local
authorities and emergency services to coordinate their efforts for better event safety. It is a
prime responsibility of event organizers, emergency services and authorities for protecting
the health, safety and welfare of everyone working at or attending the event. It is usually
necessary to obtain public entertainment licenses from local authorities for organizing most
events. However, some countries also have separate health and safety acts to govern norms
related to the safety and health issues. Whether we have state defined laws to govern the
safety norms or not, all event organizers must develop their own basic health and safety
norms. These should become part of their policy and must be considered while planning,
executing, controlling and evaluating every event.

Safety norms indicate various issues, items and provisions that we must consider or arrange
in advance. Following are some areas where all event organizers must develop their own
norms to ensure safety of all. In this Unit we will discuss some very critical aspects of event
organizations for which stringent norms should be developed and followed.

Venue and Site Design

Before selecting or finalizing any site for holding any event, it’s suitability in relation to event
size and design must be considered. The event organizers need to develop norms for site
suitability assessment and site plan. Following are some of the parameters they must
consider for the same.

a) Site Suitability Assessment

 Traffic, and pedestrian routes, and emergency access and exits

 Position and proximity of noise-sensitive buildings

 Geographical location

 Topography

 Location and availability of services - water, sewage, gas, electric, telephone etc

After selecting a venue, the event organizers must have norms regarding site plan to ensure
the safety of event workers and event attendees.

b) Site Plans

Following are some very important considerations for event safety:

• Site-design considerations • Venue capacity / occupancy • Exit requirements • Venue

access • Entrances • Sight lines • Video screens • Seating arrangements • Slopes •
Observation points • Production infrastructure and backstage requirements • Fire and
ambulance requirements • Police and stewarding positions • Site workers • Hospitality area
• Noise considerations • Catering and merchandising • Perimeter fencing • Front-of-stage
barrier requirements and arrangements • Area below the stage • Signage• Welfare facilities
• Excess visitors

c) Structures

Many events require the provision of temporary demountable structures, example

grandstands, stages and marquees. Managing the hazards connected with these structures is
just as important as managing other hazards. This can only be achieved if all those
responsible for these structures undertake their duties conscientiously. The failure of any
temporary demountable structure in a crowded confined space could have devastating
effects. It is therefore essential to design and erect structures to suit the specific intended
purpose and to recognize that the key to the safety of these structures is largely in the:

• Choice of appropriate design and materials • Correct positioning • Proper planning and
control of work practices • Careful inspection of the finished product

d) Barriers

Barriers at events serve several different purposes. They can provide physical security, as in
the case of a high perimeter fence at an outdoor concert, or be used to prevent the
audience climbing on top of towers. They may also be used to prevent the build-up of
audience pressures, for example through a properly constructed front-of-stage barrier.
Barriers will always be subjected to loading and should therefore be designed to withstand
right angle and parallel loads in line with the probable pressures.

e) Electrical Installations and Lighting

Electricity can cause death or serious injury to performers, workers or members of the public
if the installation is faulty or not properly managed. In many circumstances the electrical
supply may be of a temporary nature, and can also be of sub-standard quality for a
permanent installation. Only a competent electrician should carry out electrical work. All
electrical installations and equipment must comply with the general requirements of the
electricity at work regulations of the city or country. Many events and festivals extend into
evening hours. Good lighting is essential to lessen the risk of injury and accidents. Even the
chances of Crime of Distraction reduces if the area is well lit.

f) Generators

If generators are to be used, consider their location and accessibility for refueling purposes.
Allow for the storage of the fuel, and accessibility for further fuel deliveries. The generator
and its fuel should not be accessible to members of the public or other unauthorized people
and may need to be fenced. If the venue is located close to a residential area, consider the
noise nuisance factor. Silenced generators may be suitable alternative at such times.

g) Pedestrian Safety
People at fairs, meetings, conventions and sports events often exhibit the same behaviour
like children and take unfortunate risk while crossing the streets or roads. Pedestrian paths
need to be designed to ensure the safety of all children and adults using them and to allow
the smooth movement of traffic on the streets and roads.

h) Parking Lot Safety

The parking area should be well lit to avoid any crime and event risk managers should
develop methods to remind people to lock their cars properly and leave no valuables inside
the car. Cameras can also be placed in the parking lot and if possible adequate provisions for
patrolling should be made to ensure safety in the parking

Fire Safety

Fire safety is of paramount importance and for this event organizers must work with local
fire department. The issues which must be discussed and considered seriously in case of fire
are:

• Location and number of Final Exits: Final exit is the termination of an escape route from a
building or structure giving direct access to a place of safety such as a street, passageway,
walkway or open space. This should be so positioned, as to ensure that people can
disperse / exit safely from the vicinity of the building or structure and the effects of fire.

• Design and Demarcation of Means of Escape: Means of escape is the structural means
whereby a safe route is provided for people to travel from any point in a building or
structure to a place of safety without assistance.

• Proper Signage to Show Places of Safety: Place of safety is a place in which a person is no
longer in danger from fire. Proper signages as well as major local languages should be used
to show place of safety to people.

• Stairways: Any stairway, lobby, corridor or passageway, which forms part of the means of
escape from the venue, should be of a uniform width, constructed and arranged to provide a
safe escape for the people using it.

• Ramps: Where ramps are used the gradient should be constant and not broken by steps.

• Exit and Directional signs: Clearly indicate all available exit routes so that members of the
audience and workers are aware of all the routes to leave the venue in an emergency. In
addition, the provision of clear signs and exit routes in full view of everyone present will give
a feeling of security in an emergency.

• Normal Lighting and Emergency Lighting: If used outside the hours of daylight, or in the
absence of natural daylight, all parts of the venue to which the audience have access and all
escape routes should be provided with normal lighting and emergency lighting.
• Fire-fighting Systems: Some venues designed for public assembly should have a fire
suppression system, e.g. a sprinkler system, but generally portable or hand-held fire-fighting
equipment, such as extinguishers, hose reels and fire blankets will be sufficient. All venues
should be provided with appropriate portable or hand-held fire-fighting equipment and this
provision should be determined at the planning stage in consultation with the local authority
and fire authority.

• Means of giving warning in case of fire: Various fire-warning systems should be in place to
provide information to stewards and everyone present so that all can be safely evacuated
before escape routes become impassable through fire, heat or smoke. The means for giving
warning should be suitable for the particular venue, taking into account its size, layout and
the number of people likely to be present.

• Fire safety advice on curtains, drapes and other materials: The use of curtains, drapes, and
temporary decorations could affect the safe use of the means of escape. Any proposal to use
combustible decorative materials should be notified to the fire authority and local authority
in writing. The proposal should be accompanied by full details, including samples of the
material proposed to be used. Where a building is already being used for public assembly,
the use of these materials will probably have been approved.

Crowd Management

The safety and enjoyment of people attending an event will depend largely on the effective
management of the crowd. Crowd management, however, is not simply achieved by
attempting to control the audience, but by trying to understand their behaviour and the
various factors which can affect this. It is necessary to put a complete system into practice
after understanding the underlying issues. Two important aspects to be considered in crowd
management are:

• Audience profile

• Crowd dynamics

Crowd dynamics is the way in which crowds behave and respond. It is a combination of
physical and other factors. The dynamics of the crowd will depend, in large part, on the
activities of the crowd and this in turn will be influenced by the character of both the crowd
and the groups or artists performing. Simply by being part of the crowd, individuals lose all
sense of self and all sense of responsibility. Yet, at the same time, they gain a sentiment of
invincible power due to their numbers. Once individual identity and the capability to control
behaviour disappear, crowd members possess the spontaneity, the violence, the ferocity and
also the enthusiasm of primitive beings. Thus, their behaviour becomes a huge risk to the
event. To deal with this risk event organizers must prepare norms regarding the following:
• The character or acts of the artists or groups like diving into audience, throwing items at
the audience and performing in audience arena can lead to crowd formation and accidents.
• The audience profile contributes to crowd dynamics. The audience may have more male
than female audience (male female ratio), may have more young and teenage boys (age of
audience), and may have consumed alcohol or drugs. The risk of crowd formation, vandalism
and violence becomes high in such cases.

• Probable crowd activities like body surfing, slam dancing and stage diving would require
stronger crowd management. It is important for stewards to be able to recognize and
understand what ‘normal’ activities are for the audience and what can lead to crowd
formation.

• Entry and exit of the audience should be checked and managed. Before the audience
enters the venue, ensure that all exits are unlocked, escape routes are clear, emergency
lighting works, fire-fighting equipment and alarms are in full working order and a Public
Address (PA) system for use in emergencies can be heard clearly in all parts of the venue.

• Crowd pressure at the entrances can be reduced by keeping all other activities well clear of
entry points, arranging for adequate queuing areas away from entrances, creating holding
areas away from entrances to relieve the pressures on these points, and ensuring that
barriers, fences, gates and turnstiles are suitable and sufficient for the number of people
using them. Other measures can be: locating ticket sales and pick-up points away from the
entrance, providing a sufficient number of trained and competent stewards and arranging
for a short-range PA system and megaphones to be made available at entrances to notify
people of any delay.

• Admission policies can have a direct effect on the rates of admission, the management of
entrance areas and audience accommodation. Crowd management preparations should be
in accordance with the number of expected people.

• Police involvement at the event can help in sharing the crowd management
responsibilities.

• Developing crowd control teams for crowd management are important. These teams must
network closely with each other, with the police and event organizers.

Aids to crowd management

• Use of PA systems and video screens

• Stewarding: deployment of sufficient numbers of stewards at appropriate places,

organisation, conduct, competency, training and welfare of stewards

• Traffic management: traffic marshalling, public transport management, onsite vehicle

management and temporary roadways
• Vehicle parking and management: vehicular access, parking

• Pedestrians walkways

• Emergency access

Food Safety

Ensure that the delivery, storage, preparation and sale or service of food complies with the
relevant food safety legislation and where appropriate consideration is given to the advice
given in the relevant industry guides and codes of practice. This will include mobile catering
units, catering stalls and marquees, crew catering outlets, hospitality catering, bars and ice
cream vendors, etc. Ensure that food businesses carry out their work in a safe and hygienic
way. Examine the following documentary evidence from each caterer:

• Identification and control of potential food hazards by all catering operations,

• The identification and control of potential health and safety hazards by all catering
operations,

• Provision of appropriate fire extinguishers, and proper training of all food handlers,

• The suitability of all premises used for the production, sale or serving of food, • The
suitability of the equipment being used,

• Transporting food safely and separately from any potential source of contamination,

• Storing and disposing of food waste (solid and liquid) properly,

• The maintenance of high standards of personal hygiene of food handlers,

• The proper storing, handling and preparation of food,

• The provision of a drinking water supply,

• Insurance of all food businesses including public, product and employers liabilities,

• The possession of electrical and gas installation compliance certificates by all food
businesses, and

• The possession of a properly equipped first-aid box by each operating unit.

Contact the local authority environmental health officers (EHOs) for advice on food safety
and hygiene. EHOs may wish to carry out an inspection of the catering facilities provided at
the event. They may also require event organizers to provide them with a list of caterers who
will be attending the event.

Drinking Water Safety and Quality

 The provision of free drinking water is important at all events. Open-air concerts, dance
events and all events attended by a large number of people especially in hot weather need
safe drinking water arrangements for all event invitees, volunteers and event performers.
Generally all water should be provided from a mains supply, but if this is not possible then
water dispensers of assured good quality water can be used. All water dispensing equipment
should be clean, well maintained and suitable. It is considered good practice to sample and
test temporary water supplies for bacteriological safety, especially those provided at
outdoor events.

Alcohol and Bar Areas

Alcohol comes under the definition of food and should meet the requirements of the
relevant food safety legislation, associated industry guides and codes of practice. Special
license needs to be obtained if alcohol is to be served. Ensure that the operation is designed
to allow the free flow of people to and from the bar service areas to prevent congestion and
crushing.

Sanitary Facilities

Ensure that adequate sanitary provision is made for the number of people expected to
attend the event, and that due consideration is given to location, access, construction, type
of temporary facilities, lighting and signage. Construct and locate toilets so that people are
protected from bad weather and trip hazards. The floors, ramps and steps of the units
should be stable and made up of a non-slip surface construction material. Protect
connecting pipe work to avoid damage. Toilets should be readily visible, well lit, and clearly
signed from all parts of the venue.

Sanitary provision for people with special needs

Provide appropriate sanitary accommodation for wheelchair users and other people with
special needs attending the event. The Disability Discrimination Act 2005 (India) will apply
with regard to sanitary accommodation for people with special needs. Also consider access
to toilets for people with special needs. Supply fixed and stable ramps wherever appropriate.
Position facilities close to any area set aside for people with special needs such as viewing
platforms, and ensure they are suitably designed.

Sewage Disposal and Waste Management

Different water authorities have different policies regarding waste disposal, and many
disposal sites are closed at night-times and at weekends. If effluent (waste water flow) needs
to be stored on site until off-site disposal facilities are open, it is essential that adequate
holding tanks are provided on site in a safe and secure location. Seek advice on safe effluent
disposal from the appropriate water authority and local authority and ensure that a licensed
contractor is employed for removal and disposal of effluent. Arrangements should be
documented and agreed with the contractor before the beginning of the event.

Large quantities of waste materials will be generated at most events. Waste needs to be
managed carefully to minimize the risks associated with its accumulation, collection and
final disposal. While planning waste management norms, consider the following:

• Types of waste • Hazards posed by waste • Areas where waste is generated and the types
of waste • Methods and time of collection • Methods and time of removal • Recycling
options

Insurance

Insurance helps the event organiser to minimize the risk of financial losses due to natural
and man-made risks. Financial compensation in case of any mishap can safeguard financial
losses to the event organisers. There can be a number of issues that can damage an event
and are beyond the event manager’s control. Disasters could be extreme weather conditions
or outbreak of a contagious disease, and this impact event performance. Claims can be
made from attendees who have injured themselves in an event or those who have perceived
the event to be unsatisfactory (may be because of change of venue or cancellation of the
main act or actor). Insurance is an arrangement by which an insurance company or the state
undertakes to provide a guarantee of compensation for specified loss, damage, or death in
return for payment of a specified premium. Every event manager should see that the event
is insured, so that liability on their part is minimum.

Event insurance can typically cover items like cancellation of the event, failure to vacate the
venue, venue bankruptcy, non appearance of celebrities, damage to equipment, damage to
property and legal liabilities. The event manager should obtain correct insurance to minimize
the liability for organizing an event. A small example for event insurance is when Unique
Events was forced to cancel the New Year’s Eve 2006 due to severely bad weather
conditions. Unique Events was luckily able to cover ticket refunds and other financial loss, as
it had sufficient cancellation insurance. Other insurance policies that should be considered in
event management are errors and omissions policies (for any claim for breach of
professional duty through any act, error, or omission by the event manager, event company,
or their employees), and climate insurance against occurrences such as rain and others.
Insurances such as personal accident insurance for the volunteer workers, property
insurance, workers compensation insurance, public liability, directors’ and officers’ liability
are also important. The choice of any of the above insurance covers can be spelled out by
the risk management strategy developed by the event management
C - POST EVENT EVALUATION

Meaning
Post-event evaluation refers to the process of assessing an event after it has concluded. This
is done to evaluate the success and impact of the event. The purpose of this evaluation is to
identify mistakes, risks, strengths, weaknesses, areas for improvement, and gather insights.
The benefit of post-event evaluation is that you can apply everything you learn to future
events to ensure success without any mishaps. You can also foster a sense of value and trust
among participants.

IMPORTANCE OF POST EVENT EVALUATION

a) Measure Success and Impact

Assessing whether the event met its predefined objectives is crucial in event management.
Whether your objective was knowledge transfer, product launch, or brand promotion, post-
event evaluation allows you to check if it was met or not. Some key elements to take into
consideration while measuring the success include number and participation rate of
attendees, revenue generated, social media engagement, audience satisfaction with the
speakers, and user experience (especially in case of virtual or hybrid event). Further,
qualitative feedback through surveys and interviews will help you determine what impact
the event made on attendees, sponsors, speakers, and organizers.

b) Gather Feedback and Insights

Post-event feedback includes gathering feedback directly from the participants regarding
their overall satisfaction, suggestions for improvement, and key takeaways. Understanding
what worked well and what could be improved help tailor arrangements and improve
attendee experience for future events.

While you circulate feedback forms to get insights into attendees’ experience, you must also
seek feedback from your stakeholders, speakers and even your planning and execution
teams.

c) Boost Future Success

Conducting post-event evaluation increases the chances of success of future events. This is
because you make informed decisions, implement effective planning and marketing
strategies, avoid repeating mistakes and most importantly implement customization
according to the needs and preferences of your audience.

d) Mitigate Risks
 One of the key benefits of post-event evaluation is that you are able to identify
and mitigate risks for future events. Whether logistical, technical, or operational,
understanding and resolving potential pitfalls contribute to smoother event
execution in the future.

e) Continuous Quality Improvement

The evaluation process contributes to a culture of continuous improvement and growth.
Not only it ensures improvement in the events but it also involves overall growth of an
organization. Consistency in event evaluation methods foster long-term success.

PROCESS OF POST EVENT EVALUATION

 Define goals: Make sure you clearly define the objectives of evaluation at the initial
stage itself. This could include attendee satisfaction, achievement of event objectives,
financial performance, social media engagement etc.

 Collect data: Collect event data from multiple sources like surveys, feedback forms,
interviews, attendance records or social media.

 Analyze data: Analyze the data you’ve collected and identify the areas of success and
improvement. Analysis could be of content, speakers, logistics, operations,
networking opportunities, technology utilization, sponsor impact, or even
environmental considerations.

 Write a clear report: Combine everything you’ve got and make a concise report.
Include feedbacks, recommendations and key data points.

 Share your report: Share the feedback and report with your team. Discuss the
actionable recommendations with your team. Use the findings to plan the future
events. Based on your evaluation, implement the changes to improve your future
events.

EVENT EVALUATION REPORT

Event evaluation report is a written documentation developed on the basis of findings,

analysis, conclusion, learning and recommendations to be used as a future guide. Evaluation
reports are not only useful for developing an event profile, but can be presented to future
clients, funding bodies, other sponsors or interested parties. Each component mentioned in
the event evaluation framework of this chapter, is useful and gives a meaningful flow to the
information which can be effectively put to use. However, depending on the event
evaluation objective and the expectations of stakeholders, the framework can be
customized.
Intended Use and Users: A discussion about the intended use and users of the report
promotes transparency about the purpose(s) of the evaluation and also identifies who will
have access to the evaluation results. It is important to build a market for evaluation results
from the beginning with a solid evaluation plan and collaboration with the evaluation
stakeholders.

Program Description: This section gives a description of the programme in addition to a

narrative description. Evaluation Focus: This documents how there was evaluation focus. It
presents the rationale and criteria for prioritizing the evaluation questions.

Data Source and Methods: This section describes evaluation indicators, performance
measures, data sources and methods used during the evaluation exercise. This ensures
transparency and credibility of evaluation information.

Results, Conclusion and Interpretation: Once the information is obtained, this section
provides insight about how information was analyzed and describes the collaborative
process of the team used to interpret results. The section also provides meaningful
interpretation of the data. Conclusion is derived from the facts or information.
Recommendations are made based on the findings or conclusions.

Use, Dissemination and Sharing: Here, the plans to use evaluation results and dissemination
/ sharing of evaluation findings are described. This section provides information on how
findings will be used, as well as detailed information about the modes and methods for
sharing results with stakeholders. Lastly, the section also provides plans to monitor
dissemination efforts, with a provision of feedback for corrective action, if needed.

IMPORTANCE OF EVENT EVALUATION REPORT

Continuous Monitoring: Proceedings in search of significant observations or of signs of

trouble, are noted down. An automated video coverage or audio recording can be used to
facilitate the reporting.

Immediate Reporting: Event evaluation reports alert the stage managers and event
organizers not just on any emergency or unexpected situation, such as fire or accident as in
risks, through incident reporting, but to emerging financial conditions as they occur.

Filtered Information: Preparing detailed reports generate mountains of information, from

which the management has to bring out only useful information. This process can be very
time-consuming and tedious. Event evaluation reporting on the other hand simplifies the
process by providing the event managers with only the required information that they need
to act upon.

Benchmarking and Efficiency: Event evaluation reports also help in benchmarking. For
example it is useful in comparing the numbers with the estimated ones in accounting.
Besides, an event report builds efficiency in people, as an event-triggered reporting system
instantly notifies the event manager whenever any part of the event has failed.

Facilitates targeted Feedback: Event evaluation reports are useful in sending information to
those members of the event team who are in-charge of their respective departments and
are supposed to get the desired information. While the report is mailed to the relevant team
member, the event director and the chief finance officer may be copied on mail for all event
triggered reports. Reports in particular are very useful in finance-related matters, and this
helps to improve handling of finances.

USES OF EVENT EVALUATION REPORT

An event evaluation report includes findings of event evaluation with enclosures such as
attendance reports, financial reports, cost-benefit analysis, and executive summaries
reviewing the performance of team members. The report records experiences of the event
so that they can be used when organizing the next event. The reports can be used
throughout the event operations to improve practices and increase the return on investment
(RoI) of future event resources. The final reports should review performance, processes and
outcomes by using descriptive, statistical and empirical data. The methods and tools for
evaluation have already been discussed in the previous Unit. Percentages can be used to
illustrate the growth, impact and allocation of resources.

Event reporting is also done for the purpose of documentation. Documents provide
historical records which can be used in conducting research for evaluation in a future event.
The event manager will need to review various activities, costing, venue specifications, and
various types of evaluations when creating an event design, developing a site plan, or
preparing an event proposal / bid document.

Event evaluation reports can be used to justify an event manager’s decisions and decision-
making processes. The event manager can use these reports to monitor planning timelines
and performance standards. With a report, the value of an event manager is validated
before the client, the event manager’s employer and even before the event stakeholders

The report becomes a readily available source of information, for all the key stakeholders
and can be distributed to the host organization, event sponsors, funding bodies, media,
government departments and other stakeholders. These reports can be used for reference,
forecasting, comparisons, feasibility analyses, tracking growth, understanding the
capabilities of an event company and many other functions. Photographs, slides, pen-drives,
CD-ROMs and other media should be stored carefully. Besides these, the reference and
resource materials like catalogues, brochures, flyers, periodicals, price lists and other useful
archival materials should also be stored carefully for accessing in future. Above all, the
reports are very useful in providing the basis for media releases that promote the outcomes
of the event.