3. Event Management - II

8/7/2019 3. Event Management - II

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Event Management


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Event Management

Events are a commonplace, everyday occurrenceIts so common that we fail to recognize it

Births, baptisms, Annaprasan/Upanayan, engagements,marriages and deaths are socio-religious events, acrossall socio-economic and socio-cultural groups (rangingfrom the Aborigines/Tribal groups to the Fifth Avenueurbanities in New York)

Songs, dances, food festivals and carnivals are differentexpressions of Events.The next page shows a Gypsy dance of Europe.


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Event Management

Events in Educational Institutions:

From kindergarten schools to colleges and universities,including professional colleges, there are several Events.H ere we see a school band during annual sports meet, inan American school.


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Event ManagementC ontribution of Rabindranath Tagore:

Eminent educationist Prof RH Dave said Tagoreintroduced the concept of aesthetics ineducation. No educational thinker before (or after) him could perceive its palpable impact. Hewove songs, dances, musicals along with Hymnsand Bhajans in the education curriculum atVishva Bharati. The world followed hisexample.


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Event Management

Let us take a look intosome of the festivalsand fairs, ranging fromthe religious to social,including a fewpromoted by state

governments and/or tourism departments.


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Event Management

F estivals & F airs are Events:

We have Synagogues, Cathedrals,Temples, Mosques and Gurudwaras

for holding religious festivals, all over the world

Amongst Bengalis Barwari DurgaPuja came in vogue in the late-18 th

Century. Its a 5-day long Event,which is planned and executed, withnear precision.


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Event Management

Ganesh Utsav:

Similarly, in Maharashtra, the 10-day long Ganesh Utsav, iscelebrated like the Barwari puja,by the public. It was started by LokManya Tilak for furthering theFreedom movement. The patrioticzeal has been replaced by socio-religious function, complete withcultural extravaganza


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Event Management

K umbha Mela:

The Kumbha Mela in Allahabad is a 40-day mega event. W ith over 10 crorepeople visiting the fair, once in 12 years,a temporary city of tins, tents andbamboos spring up on the banks of Triveni Sangam, at Prayagraj. It is

believed that gods walk with pilgrims,during the main bathing days. Half theperiod is Ardha Kumbha (ongoing fair,now). Every year, Magh mela is held, ona smaller scale.


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A panoramic view of the temporary city, at Kumbha Nagar, on the banks of Triveni Sangam, Allahabad.

N ext page: A night view of the Kumbha Nagar, which has its own DM, SP, etc.


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An Akhara procession is a common sight at Kumbha Mela. Sadhustake out processions, at the time of arrival at Kmbha Nagar and alsoduring the Shahi Snan on Makar Sankranti, Mauni Amavasya andBasant Panchami, the three main bathing days.


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Event Management

P ushkar Mela:

The Pushkar Mela, Ajmer district, inRajasthan, popularly known as thecamel fair, is a socio-economic andsocio-religious Event. Other than itsrituals of bathing in the Pushkar

lake, its a place to buy and sellcattle and camel.


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Sample some scenes from Pushkar, Ajmer district, Rajasthan. In recent

times, foreign tourists are crowding the mela site. The colours, songs anddances, offer a slice of Rajasthani folk life. Its a treat for the senses.


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Event Management

Elephant F estival:

The Elephant festival of

Jaipur is the second mostimportant animal festival of Rajasthan. Thesepachyderms cats walk likefashion models. The

elephants move with poise,play polo and finallyparticipate in the Springfestival, a day before Holi.


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Some scenes fromthe famousElephant festival of Jaipur, held a daybefore Holi, everySpring


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Event Management

P aush Mela, Shantineketan:

W hen, in 1888, the Santiniketan TrustDeed was drawn, provision was madefor a Mela. This Mela, even today,attracts crowds of visitors from theneighbouring countryside and fromCalcutta. It had the blessings of Tagore.The Bauls (wandering minstrels) of

Bengal visit the Paush Mela in largenumbers. It is held in the last week of December, every year.

N ext page: A poster for the promotion of Paush Mela. Bauls are used as mascot.


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Event ManagementGoa C arnival:

The Portuguese, during their 450year rule over Goa, introduced thepotato, tomato, cashew, tobacco,

papaya, guava, pineapple,cathedrals Catholicism... and theCarnival. Christianity had come toIndia before the Portuguese landedon Indian shores. The RomanCatholicism of the Portuguese drew

much of its mores from the oldcivilisation of the Roman Empire,even to using Latin in many of itsreligious ceremonies. C arnival is afestival of joy.


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A view of the Carnival, at Goa. Its a Spring festival and is an uniqueexample of an existing Hindu festival being amalgamated with thePortugese Christian traditions. The C arnival is a crucible of cross-cultural confluence.


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Event Management

P uris chariot festival:

The Rath Yatra, or the famouschariot festival, at Puri, is a major draw for the Hindus, particularly for the Vaishnava sect. The ruling deity,Jaggannath, goes out of the temple,once a year, on his annual journey.The Orissa government hasorganised Puris Beach festivalaround this time, to showcase thestates rich culture.


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Right to left: Lord Jaggannath, with his siblings, Subhadraand Balaram, in complete Shringar


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A huge chariot(Rath) of LordJaggannath isdrawn byhundreds of devotees, who

follow a band of Kirtan singingminstrels.


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Event ManagementF loat F estival:

Madurai, in Tamilnadu, hosts one of themost picturesque Float Festival or

'Teppothsavam'. The idols of GoddessMeenakshi and her consort LordSundareshwarar are taken in grandprocession to the big lake calledTeppakolam, and drawn around a shrinebuilt in the middle of the small island inthe centre of the lake, seated on adecorated float called 'Teppa'. At dawn,deities are carried in golden palanquinsescorted by elephants, horses,musicians and thousands of devotees.


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Glimpses of the Float Festival, Meenakshi temple, Mudarai


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Event Management

K ite F estival:It is always held at Ahmedabadon January 14, to coincide withthe festival of Uttarayan or Makar Sankranti. The people of Gujarat celebrate Uttarayanwith a lot of enthusiasm and allbusiness comes to a grindinghalt for a couple of days. It isalso a celebration to mark theend of winter. A three-dayfestival, It began in 1989, on abig scale, with the stategovernments initiative.


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Though International Kite festival iscelebrated at Ahmedabad, Jaipur too isknown for its Kite festival on Uttarayan. Kitesare flown throughout the country, on this day.W e see some strange kites, at Ahmedabad.


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Event Management

D eccan F estival:

Hyderabad comes alive during theDeccan Festival with ghazal nights,qawalis and mushairas, typical of the city.

A pearl and bangle fair displays creationsin lustrous pearls and multi-hued banglesthat are local specialities. A food festserves the best of Hyderabad's famedcuisine to visitors. Organised by theDepartment of Tourism, Andhra Pradesh,the Deccan Festival is celebrated inFebruary/March every year.


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During Deccan festival, many cultural programmes areorganised. Renowned singers and dancers are invitedfor performances, making the Deccan festival a must-see for every visitor . It also includes Pearls and Banglesfair, displaying creations in lustrous pearls and multi-hued bangles that are local specialties.


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Event Management

Surujkund C raft Mela:

India's spectacular handloom andhandicrafts fair is organised in arural setting at Surajkund in thevicinity of New Delhi. At thisannual week-long mela craftsmenfrom all over the country meetand bring alive the age-old livingcrafts tradition. Visitors see themat work. Skilled artisans displaytheir wares in the typical settingof a rural Indian marketplace.Cultural programmes and ruralcuisine are also a part of this fair.


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The Surajkund Crafts

Mela is a big drawwith all art-lovers,from this country andabroad. Its the bestway to experience therural cultural life of

India.


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Event ManagementK hajuraho F estival:Khajuraho Dance Festival is held everyspring to celebrate the glory of thetemples. It is believed that classicaldance basically comes from the Hindutemples. This festival is a celebration of the Indian arts: the legacy of dance andmusic. It showcases the best classicaldancers and dances in the country. It isheld during the month of March, from 6thto 12th.


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A glimpse of the Khujaraho Dance Festival. Danseuses seem to bring alive

the erotic temple frescos. The divine and the mortal seem to blendbeautifully. Large number of foreign and inland tourists visit this festival.


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Event Management

Socio-cultural Matrix

Our Founding fathers had realised that Faithand Religion are Oxygen of Indias spirituallife.Festivals are an integral part of the socio-

cultural matrix of Indian life.Since rituals are predominantly small town-

rural phenomena, with over 80 per cent of our population participating in thesefestivals, it is, in fact the real India.


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Event ManagementSocio-cultural Matrix

W ith media turning its spotlights of festivals,the affluent class too is being drawn tovarious fairs and festivals: Crafts mela, kiteand animal festivals. Possibly, becauseforeigners are attending these.Kumbha mela, Pushkar, Elephant andDeccan festivals, Surajkund Craft mela andKhujaraho Dance festivals are attracting the

affluent urban class as well.W ith government and tourism departmentschipping in, festivals have about 95 per centattendance of our populace, other thaninternational attention (Kumbha & SurajkundCraft melas).


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Event Management

P re P lan Measures

A huge, readymade target audience is waiting to betapped.

Such festivals/carnivals are either non-existent, or are very rare in the W estFestivals, fairs and carnivals are the ultimate dreamof visionary Marketing and Event managers.Before planning an Event, it is extremely importantto realise the demography and social reality of theTarget Audience.

As part of research, read the local newspaper reports, thoroughly.Meet and talk to the organisers / respectable, senior

scribes.


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Event ManagementP itching and Target Audience

W hen we are dealing with festivals, which have apredominant rural attendance, we should knowhow to pitch the event to the Target audience.Experience shows that Folk forms (Nautanki,

Tamasha, puppet) and Tribal art forms offer ahuge repertoire.The language should be simple and direct,

preferably local dialect, to establish immediatecontact with the audience.It also helps in establishing the emotionalcontent, thereby improving the psychograph of the event.


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Event Management

Meticulous P lanning

You must know who to pitch your Event for The D-day for festivals and fairs are often anextended time-period: 7-day for Durga puja, 12-dayfor Ganesh Utsav, 45-day cycle for Kumbha Mela,etc.W ith these facts in mind, start the meticulousPlanning of the Event

Planning should include everything from a pin to anelephant, leaving nothing to chanceEvery tiny detail from your entering the venue to your going out is a result of rigorous planning.


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Event Management

D amage C ontrol Measures

Factor-in exigencies in your PlanningKeep aside a percentage of funds for last minuteDamage Control Measures (DCM)Set aside larger amounts for such time periodsBe very quick with your DCMIf you are alert, you will be able to anticipate it


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Event Management

D ocumentation

Detailed Documentation is mustTake down notes, when talking with your clientsHave brainstorming sessions amongst your own teamRun through your complete checklist,twice/thrice

A market survey is a must, beforecommencement of the actual workDocument the entire progression of Event (itsflow chart) as it progresses


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Event Management

D eadline & Safety C ushion

Deadline is very importantGood Event managers complete their work wellbefore the D-dayRun through all your equipments (light/sound, etc)Ensure that your client is fully satisfiedIf you have safety cushion inbuilt in your deadline,you will be able to make a few last minuteamendments/changesEnsure that you have a satisfactory completioncertificate, before the commencement of the actualEventThis would help you weed out any paymentproblems, later


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Event Management

C losing the Event

A successful closing of Event is very important A satisfied customer acts as your Deputy Sales

Manager W alk the extra mile to ensure customer satisfactionPatience and perseverance are your FixedDepositsSmall PR tips are a great helpRemember to send a small Thank You Gift: a nicecard, flowers, pens/diaries/table calendars, or something imaginative that your client woulddisplay, promoting you automatically


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Event Management

Evaluation

Be very dispassionate, almost brutal with your self and the team, while evaluating the Event

Dont be ashamed of saying Sorry, if you feel thatyou had goofed up or faltered, at any stageBe prepared to own up mistakes, even if your client did not noticeYou will build a good and permanent relationshipwith your clientTell yourself/team that evaluation is an importantstep, in the process of your growthEven if you achieved 10/15 per cent, dont loseheart. Celebrate your achievements, no matter how smallPromise that you will do better next time

3. Event Management - II

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