Venue management - Event Perspectives Series
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Transcript of Venue management - Event Perspectives Series
Venue Management
Chris Austin15 October 2014
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What is a venue?
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Venues
• Purpose-built• Multi-purpose• Residential conference venues• Educational establishments• Hotels• Unusual and miscellaneous venues
British Conference Market Trends Survey (1999)
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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)
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Venues vs. Event Spaces
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Venues vs. Event Spaces
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Venues vs. Event Spaces
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Venues vs. Event Spaces
twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venues vs. Event Spaces
twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venues vs. Event Spaces
twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venues vs. Event Spaces
twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Venues vs. Event Spaces
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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)
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Venues and theming
• Venue to match the theme of the event, or…
• Create the theme within the venue?
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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.
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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’.
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How would you select a venue?
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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
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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
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Venue selection (cont’d)
• Climate, microclimate and ventilation• Emergency plans and exits• Technology• Price• Destination image• Awards and accreditations
Bowdin et al (2012)
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Price vs. Value?
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What about relationships?
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Destination factors?
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Destination selection
• Transport links• Events and attractions• Accommodation• Amenities• Culture• Night time economy• Food• Reputation / image• Geographical location• Venues• Enquiry handling ability
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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.
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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.
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Venue management
Venue Manager
Event Manager
Event
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Venue management
• Venue design• Venue organisational structure• Event process• Multiple events in venues• Contracts• Pricing• Partnerships
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Venue design
• Event spaces• Circulation areas / visitor flow• Parking• Transportation• Ticketing• Toilets and amenities• Food and beverage• Dressing rooms, green rooms, officials
areas
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Venue design (cont’d)
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Venue organisational structure
Managing Director
Operations
Finance
Marketing and
Communication
Sales Business Services
Catering
Manchester Central…
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Event process
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Multiple events in venues
• Increased pressures, timing is critical…• Parking• Food and beverage• Visitor flow (inside and to/from venue)
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Contracts
• Venue contract would typically include…• Security deposit• Cancellation• Access• Late conclusion (‘running over’)• House seats (reserved tickets for venue)• Additions/alterations• Signage
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Pricing
• Venue hire• Equipment• DDR / 24HR DR• Ticketing (inside / outside charges)• Catering (provision, concessions and
corkage)• Parking (consideration for attendees)
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Partnerships
• Other venues• Accommodation providers• Destination Management
Organisation (DMO)• Equipment (e.g. AV) suppliers• Caterers• Media
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Event management in venues
• Facilities• Roles and responsibilities• Timings• Suppliers and partnerships• Events across multiple venues
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Facilities
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Roles and responsibilities
• Venue team• Event team• Partners / contractors• Suppliers• Stewards• Specialists (e.g. highways, first aid etc)
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Timings
• Arrival• Set-up• Sign-off• Event delivery• De-rig• Depart• Slippage – remember contract!
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Events across multiple venues• Delegation• Communication• Safety• Timing
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Events across multiple venues
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ReferencesAllen, 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.
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ReferencesSwarbrooke, 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.