The Business of Leisure

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The Business of Leisure

• Planning an Event

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What is Event Management?

• Definition
• The process by which an event is planned,
  prepared, produced and evaluated

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Types of Event at Alton Towers Resort

• 1. Conferences and Corporate Events
• Conferences are usually at the Conference Centre
  in the Alton Towers Hotel
• We also offer seasonal events for the corporate
  market within our conference centre. An example
  of this would be our Christmas Ice Diamonds
  Ball.
• Corporate Events tend to be within the Theme Park
  and can include Team Building, Company Fun days
  or Sampling opportunities

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Types of Event at Alton Towers Resort

• 2. Consumer Events
• These are themed events or special events for our
  general visitors and tend to be to add value or
  to drive incremental volume at a given time
• Examples of Consumer Events for past years are
• Alton Towers Live
• Black Eyed Peas
• P!NK Concert
• Scarefest
• Fireworks

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What is involved in event management?
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Planning an Event Marketing

• The Four Ps
• Product
• Price
• Place
• Promotion

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Planning an Event Resources

• Masquerade Ball
• Venue State Room
• Staff CB Entertainments external band DJ
• Equipment
• AV
• Chairs
• Catering
• Rooms

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Masquerade Ball Process
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Planning an Event Resources

• P!nk Concert
• Venue Theme Park Front Lawns
• Staff all contracted staff
• Equipment Bought in production through Marshall
  Arts Ltd
• Arena Security
• Barriers
• Temporary toilets
• Temporary Lighting
• Temporary Signage
• Road Traffic Management
• Sound Consultant

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P!nk Concert Process
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Planning an Event Constraints

• Finance what can we deliver within the budget?
• Size of event and venues
• Numbers required to deliver ROI
• Noise and local residents
• Logistics
• Timescales
• Legal requirements

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Planning an Event Contingencies

• Contracts
• Cancellation terms
• Health and Safety
• Public Liability Insurance
• Evacuation Plans
• Signage
• Traffic Management
• Lost Found people/property
• Emergency Services

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Planning an Event Evaluation Review
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Event Management-The future

• Competition monitor and evaluate potential
• Corporate trends track and decipher
• Economic Climate consideration for budgeting
• 2012 Plans
• 2 New Propositions
• Improve exposure through increased PR
• More Concerts and Special Events

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Conclusion

• We have explored the two key types of events at
  Alton Towers Resort
• Corporate and Consumer
• Through the examples of our Masquerade Ball and
  P!NK we have discussed the key elements that
  enable us to plan, prepare, produce and evaluate
  these events
• We have looked at what is involved in the event
  process and how the 4Ps of marketing are
  utilised to secure successful event results
• We have considered the use of resources and
  discussed the constraints and contingencies that
  may occur within this type of venue
• Through the use of the evaluation and review
  cycle we can ensure that we continuously improve
  our event management at Alton Towers Resort.
• Finally we touched on our future plans and the
  potential future of the events industry in order
  to prepare ourselves for the road ahead.

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Any questions?

• Thank You
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