II. Main Cultural products 7. Cultural Events

Section 7.3: Steps of Event Planning – Main Components and Elements

IDEA – CONCEPT – OBJECTIVES – SCRIPT – ORGANIZATION – EVENT

The chain from idea till staged event contains several logic steps. The ideas are usually born during brainstorming, when people who are interested in the same goals, get together to figure out what to do in order to create a new event. In this stage creativity and courage to fantasy are the most necessary characteristics. Businessmen of tourism industry can involve people from the field of culture, as well as professional marketing specialists during brainstorming process.

Idea – the theme can be associated not only with the organization of an event in the countryside. Different types of events may be created, for example, events linked with collection of some material: an exposition of tools, gowns, buildings, crockery. Or events where rural life during Soviet times is represented, or it may be an animal farm where visitors may experience being a farmer. One can focus on sailing, telling fortune, discovery of flora, etc. There are lots of ideas that need to be found by analyzing local possibilities, surroundings and traditions.

Step 1 – IDEA - In our case the owners of recreation complex “Rakši” chose celebration of Līgo with deep local traditions. The idea is strongly linked with the mission of the event – to promote traditions of Līgo in the countryside. Using this idea the concept of event was developed and answers to conceptual questions were found.

Answers are given by the owners of ” Rakši” complex.

Step 2 – CONCEPT – Answers to the basic questions:

1. Why is the event being organized?

• In order to create a new event in complex and to attract new visitors.

2. What is the idea and the content of the event?

• Celebration of Līgo with a fair, concerts, dancing, fireplaces and fireworks.

3. When will the event take place?

• On Midsummer – the evening and night of June 23.

4. Where will the event take place?

• In Recreation complex “Rakši”.

5. Who will be the visitors of this event?

• A wide range of people from all over Latvia, families with children.

Step 2 – OBJECTIVES – An important part of the planning process is the definition and setting of precise objectives and achievement in their realization. Authors of “Events management” piont out that “ well conceived objectives are a core element in the planning process, and are distinguished by several key features. These can be summed up in the acronym SMART (Specific, Measurable, Achievable, Relevant, Time specific ” (Events Management, Oxford, 2003, p.70). Objectives can be specific – associated with the theme and mission of the product, they can be measurable – linked with measurable units, achievable – linked with reachable categories, relevant – associated with the goal of specific environment and time period of the event.

Objectives of the Event – “ Līgo in Rakši”, defined on April 20, 2010:

1. Specific -

• To organize a Līgo event of a certain quality that would make visitors:
  • to return not only for the next year’s event, but in between as well,
  • to recommend “ Rakši” to their friends and acquaintances as an excellent recreation place in countryside,
• To create a private atmosphere in the vast territory of 7 hectares by use of different types of leisure activities,
• To attract local folk groups and craftsmen to present national traditions.

2. Measurable –

• To return organizing expenses
• To attract and serve 3000 visitors
• To implement 15 activities in the event, so that visitors would have a chance to fulfil time spent in “Rakši”.

3. Achievable -

• To involve the local municipality of Amata region in financing of the event
• To involve marketing specialist E.Krauze in the organization of the advertising campaign
• To attract sponsors and supporters in order not to sustain a loss
• To involve in the programme well-known event hosts and music groups to get high level of attractivity.

4. Relevant –

• To rent extra land for the placement of tents
• To outsource several catering companies to ensure fast and high quality service
• To involve security staff to avoid traffic jams and control parking lots and public order.

5. Time limit -

• To start the advertising campaign in media 2 weeks before the day of the event
• To develop script until May 5^th
• To recruit participants and attract supporters until June 10^th
• To involve sponsors until June 10^th
• To stage the event until June 22^nd
• To operate event on June 23-24th.

SCRIPT is a description of the event elements with starting times and duration of activities, participants, as well as an outline of the texts (often hosts of the event are making improvisations about the given topic).

A shortened version of the scenario (without texts) of the Līgo event in “Rakši”:

12.00 – 16.00 – The big “Fair of Rakši” is open. Folkdancing and singing groups perform there, also fortune tellers and soothsayers can be visited, food and drinks are sold

15.00 – 16.30 – demostration of movie “Emīla nedarbi” (“Mischiefs of Emīls”)

18.00 - 19.30 – demonstration of movie “Limuzīns Jāņu nakts krāsā” (“Limousine in the colour of Līgo night”). Parallely – relaxation by the shores of river Gauja, boating, braiding flower crowns, fixing up tents

Organization of the event was managed by the owner of “Rakši” and the marketing specialist. The event was hosted by professional event host and a “Radio Skonto” voice Valdis Melderis, who invited the public to join attractions, hosted interviews and introduced musicians. Event of such a scale needs a host to organize participants and visitors; without professional hosting the event would turn into a chaos. Good communication between the public and the host was possible with the use of sound equipment - microphones. The main job of the host is to make the public join attractions actively and to present the programme clearly, also to create joyful, free and easy atmosphere in the air.

Questions

Questions