6.6 Final Project Assignment Reserve

Final Project Assignment

Event Management as a field has progressed leaps and bounds at a rate that is unparalleled by most commonplace industries. This is because events act as a mirror to society, they are conceptualised, produced and reflected upon in real time alongside the culture and norms in which they operate. This makes them just as complex and nuanced to plan and manage as that society, particularly with the addition of stakeholders who are all in need of different (sometimes completely opposing) outcomes from the same output. It is within this context that the perceived need for a recognised framework to cover how events are produced came to be, and many in the early throws of the industry set out to create one. Given the extreme differences between the genres and aims of contrasting events, it became clear that there would and should never be one process in which all events must follow. It would not only not succeed in producing safe or secure events, but would greatly limit the creative and social aims of so many organising teams. Naturally, with one framework for all events, almost every event would look or function very much the same.

Instead, a shift to a portfolio style tool gained acceptance and has since made its place in the forefront of the industry’s planning resources, and gradually attracted academic interest as well. These portfolio’s act as a collection of documentation that reflect local and national policy, event specific processes, timelines, contracts, contact information, customer or client information, and event/brand aims and objectives. The first empirical study of event portfolios was completed back in 2010 (Ziakas, 2010). This research explored the portfolios of local events in a small rural community in Texas USA, although the conceptual origins of strategic event portfolio creation go back much farther. Ritchie and Beliveau in 1974, Getz in 1991 and many in-between, noted the role of hallmark event portfolio-style planning in tourism and community management, and the potential it posed for further progression of the industry. In today’s terms, a portfolio can cleanly and concisely layout all necessary component parts to an event, from a small corporate dinner in a city landmark, to a 60,000-capacity festival in an off-grid field.

For these reasons, your final assessment will be a portfolio for an event of your choosing. The event must be fictional and must not be too closely modelled on any real-world events. Taking inspiration from such is encouraged, but your event must have its own merits, objectives, ethos and personality that is not a carbon copy of an existing event. This is an excellent opportunity for you to think about your own wants and desires from the industry to create something you feel is currently lacking, not available, or to build or improve on a concept that already exists. You should think about the spaces you as an individual occupy; from culture, hobbies and sport to music, politics, lifestyle, third sector interests, and entertainment. You should draw from these for inspiration.

Minimum Requirements

There will be minimum requirements for your portfolio, which are the following:

  • Market Research Report (Optional)
  • Full EMP
  • Brand Guidelines
  • Event Website
  • SEO Keyword Table
  • Press Release
  • Elevator Pitch Sales Video
  • Run Sheet
  • Budget Sheet
  • Gantt Chart
  • The Example Site Plan Completed in 5.1

Some of the above requirements can be included within your EMP if relevant/appropriate.

You will be marked on the following criteria:

Event Concept The strength of the concept as a standalone idea, how holistically it aligns with the event, and the cohesiveness of the summary of concept.
Originality/IndividualityEvents are still a creative industry so this will look at how original the event branding is, and how it has been stylised based on creativity, coherence and flair.
Appeal How appealing it is to the specified niche and/or general public, and how positive the response is; taking into account the related social, political, cultural and religious climates.
Feasibility Assessing how realistically the event/event concept could be executed within the given time frame or location. The feasibility of the sum of all parts adding up to the end product or result.
Quality of Documents The condition of the written explanation; including layout, spelling, grammar, formatting, sources, references, and work free from plagiarism.
Synthesis & Fit to Brief How expertly you synergise the overall information to complete the task. This will measure how effectively you can summarise, display and present your work, show the depth of understanding of the assessment and how knowledgably you grasp the real-world applications of the project.

Many of these documents you will have submitted previously during your module assignments, if you are resubmitting any of these documents you must include on the cover page/front page or header/footer a version label to mark whether the work has been changed or updated since prior marking. (e.g. v1.3 – unchanged).

Ideally your document should be uploaded as one single .pdf file, however if that is not possible you can upload up to 12 individual files. If you are uploading individually or in parts, please upload all files at the same time/in one sitting so that no files are left out of the marking process. Unless stated otherwise, the marking process will commence as soon as files have been approved.

Your project will be marked and returned within 15 working days.

The broader boundary grading scheme can be found in the materials tab above. This is the base standard your portfolio will be marked against.

For this assessment and every assessment you upload on this course, please include your full name in the file name when you save it as well as the assessment name/topic. I.e: JOHN SMITH – FINAL PROJECT ASSESSMENT

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