event charter

This paper introduces a three-level approach to the analysis of event operations. The aspect of operation that is evident to the attendee is just the first level. For a full description and analysis, two other levels need to be investigated.

A description of event operations often concerns only the most immediate aspects of it such as the food, waste, toilets and pathways. Because the operations are physically evident at the event, they can easily distract from the real issues. They are the outcome of a process. In most cases their success or failure will depend on the effectiveness this process - the planning and ongoing management. In other words, they should be seen as the visible result of event management. When there is a problem at an event this most often is a symptom or an outcome of a management process. Each aspect of event operation can be traced back to the management system.

For example - long queues at food stations could be a result of not enough food which can be traced back to a wrong management decisions. That decision was a result of the management process set up and the risk management strategy.

Using cluster analysis, the elements of event operations can be placed into three clusters.

First cluster contains the aspects of operations that are obvious to the attendee. They are the on-site operations. Their characteristics are :

Second cluster are the aspects of event that may be classified under the term project operation management. These are such things as reports and control mechanisms, Software systems, work and resource allocation, communication system. They will not be obvious to the attendees and will only be known to some to the staff. They provide the work environment for the on-the-day staff.

Third cluster contains the environment in which the event operations exist. This includes the risk management, corporate culture, organisational structure. These will impact on the whole event operations. It will also include the interface of the operations with the event marketing, overall event organisation and the stakeholders.

To simplify the three clusters one can imagine them as a three concentric spheres as shown above. The inner sphere - cluster one - contains the aspects of the event that have an immediate presence to the attendees and staff. They are a consequence of the management system used in the middle sphere and both these spheres operate under the constraints of the outer sphere. In the hotel industry the inner sphere is front-of-house and the middle sphere is back-of-house.

The table below illustrates this concept with examples of various operational elements.

Element of event Operations	First cluster	Second cluster	Third cluster
Communication system	Public telephones at event, Hand helds used by staff Announcements over the PA Information booths, signage, FAQ in event manual	Communication system authority and procedures Communication plot and channel allocation Briefing and reports Signage plan Event Manual	Communication during a crisis, linking with stakeholders, Communications protocols Sponsors
Power	Cabling, enough outlets, generator, surge protectors and power breakers	Power allocation, Backups, integration over the site,	OHS and licensing requirements, safety and risk response
Beverage	Drink available on the day Type of service, number of outlets price, type of drinks, glass/plastic	On site distribution to maximise profit, integrating with power, refrigeration, lights, training staff, , supplier contracts..	Regulations - responsible service, stakeholder objections, sponsors requirements,
Transport	Availability of taxis, buses, Cost, queues, cleanliness, VIP/audience / logistics separation, Blockages	Overall flow thought event, Scheduling and linking with supplies, site plan	Transport Authority timetables and regulations, Clearways, Risks, such as strikes,

There are a number of event elements that do not fall clearly into one of the three areas. However, a thorough analysis of the event operations has to take into account these three levels.

1. A problem that is identified in the first cluster is probably a symptom of the real problem that is found in cluster 2 or 3.

2 This means that any solution to a problem in cluster one will be the same as treating the symptom. A true solution will need to look at all three clusters for the real sources of the problem.

3 Any permanent improvements in the on-site event operations will need to take into account and possibly impact on the outer spheres.

EPMS