Event Business Proposal Plan For A Marriage Ceremony In Melbourne, Australia

Structure of the proposal

This report is based on the event-planning proposal of marriage events. The proposal plan covers all aspects related to the event including the concept of the event, the analysis of the risk associated with the event, the budget of the event, the resources required for the event and the strategy related to the evaluation of the event. All types of events need proper planning to ensure the success (Adina and Ramona 2013). There are some events that are simple and some fall under the category of complex events. Complex events are comprised of many components, which include,

• Requirement for an external or internal communication strategy which is formal in nature.
• Requirement of a plan, which is multifaceted or comprehensive.
• A diverse budget planning is required.
• Many operational and administrative components are required.
• There are many stakeholders.
• A separate operations team is required to manage the event (Ali, Ferdinand and Chidzey 2012).

Simple events do not require so many components as compared to complex events. Simple events include in-house conferences, sports carnivals, awards ceremonies and many more. On the other hand, complex events include, outdoor events, events with new concepts, events that have impact on tourism, event that have higher levels of risk and events which have challenges related to operations and logistics (Atkins, Carey and Sanders 2016 )

The event business case proposal in this report analysis is based on the event planning of a marriage ceremony taking place in Melbourne. The different aspects related to the planning of this event are discussed in the report.

Concept of the event

The event for the proposal is prepared is a marriage event that is supposed to take place on the 20th of November, 2017. The event is a Christian marriage ceremony which is named “Special Marriage Ceremony”. This ceremony will be held from 9 A.M. to 6 P.M. and will last for around a time period of eight to ten hours. The total number of guests or audiences who are taking part in this ceremony are around 400 to a maximum of 600 people (Bertella 2015).

The purpose of this ceremony is to provide the best of services to the bride and the bridegroom and also to the guests who are attending the ceremony. These two people are about to make a new beginning in their lives with this ceremony. The main objective is to make this special and unforgettable for them. The guests should also receive high quality service. The size of the guests will be a maximum of 600 and it has to ensured that each of the guests are satisfied with the service of the event planning organization and this will act as a promotional activity for the organization (Bladen et al. 2012).

The event is feasible for the planning organization. The venue selected for this wedding ceremony is Zinc at Federation Square in Melbourne, Victoria. This is a beautiful and stylish venue which overlooks the skyline of the city and the Yarra river. This venue is surrounded by natural beauty, and has an excellent area for drinks before dinner and ceremonies related to the wedding (ZINCatFederationSquare 2017).

Feasibility of the event

The major stakeholders related to this ceremony are of two types,

Internal stakeholders – They the staffs of the event management company itself. These include the decorators, the chefs who will arrange for the dinner of the guests, the hospitality staff who will attend the guests.

External stakeholders – They are the suppliers of the event management company, the suppliers play an important role in the success of the event. They are the ones who will supply or provide the company with the goods required to manage the entire event (Daniels and Loveless 2013).

The adequate number of staff has to be allocated at each level of the event management program. There can be many social and environmental impacts of the event, which the communal barriers regarding the serving of beef or pork meat and also liquor. The noise and loud music can also come up as an issue in this case.

The marriage event is to be organized in the venue of Zinc at Federation Square. This is type of a banquet hall with an open air feel. There are many approvals that are required for this wedding ceremony to be organized without any issues. The venue has the facility of organizing musical programs and liquor will be served in the pre-dinner drinks party that is to be held in the venue itself. The fine quality food and wine will be served to the guests by Epicure (ZINCatFederationSquare 2017).

The approvals required for this ceremony are as follows,

• Permission needs to be taken from Melbourne state government for organizing the event.
• Council approval is not required for this venue, because the venue is a closed space and not a park or beachside.
• The license of the department of transport is required, the reason being that the guests will require car parking space in and around the venue.
• Liquor license is mandatory for the event as pre- dinner drinks party is being organized (Dixon and Mishra 2014).
• Permission and consultation is required from the police, so that help that can be sought from them in case of emergency.
• Music license is required because the event will include a musical program or a DJ event before the marriage ceremony or after the ceremony is completed.
• Security staff is required for the event, to provide a secure environment for the guests (Fields and Stansbie 2012).

The above mentioned are the list of licenses or approvals required for the successful implementation of the event management plan and the completion of the ceremony.

The event management organization that is planning the marriage ceremony has many competitors in the market. Event planning and management is a new and promising avenue in the business environment. Owing to this reason there are many new organizations entering this area. The organizations providing this service therefore need to have a competitive advantage over each other. The services provided by one company should be better as compared to the service provided by other companies. The event management proposal plan made by the organization has to be full proof and address all the issues related to the event (Fishman 2013).

The segmentation of the customers is done based on the needs of the prospective brides and bride grooms. The needs of the bride and bride groom and their families is analyzed and accordingly the venue has been selected for the event. The venue is selected based on the budget provided by the families of the couple. The number of guests who are to be invited also as a factor for deciding the venue and the budget of the ceremony. Further, the event organized by the company is promoted on a large scale (Izzo, Bonetti and Masiello 2012).

Approvals required for the event

The sources of income for this event are the families of the bride and the bride groom. The budget of the event related to the number of guests, the families of the couple decide the menu of dinner for the guests and the budget for liquor in the pre-dinner party. The aim of the organizers is to fit into the budget provided to them and provide the highest level of service to the guests and the hosts of the party. However, the profits of the organization should also be kept in mind. The financial management strategy is designed in such a way so that the maximum amount of work is done and the least amount of funds are used (Jaeger and Mykletun 2013).

The budget includes allocation of luxury cars for the VIP guests and the relatives of the groom and the bride. The bride and groom are allocated a chopper for their arrival in the marriage venue. The budget of the marriage must include the luxury cars and choppers for the relatives and the bride and groom. The sponsors of the marriage event are therefore mainly the families of the bride and groom (Jiang and Schmader 2014).

The event planning business has many types of risks associated to it, which can be harmful to the business. These risks can be related to the external environment and the internal factors. These risks can act as barriers in the business operations (Lee et al. 2014). The different risks associated to this business are,

• Social factors like the barriers related to caste and religion and in turn the choice of food. The menu of the ceremony includes beef and pork, which are not acceptable by all communities. Although the ceremony is a Christian marriage, even then the guests can belong to different communities.
• Environmental factors include the barriers in the use of loud music, which can cause disturbance for the other people in the society, especially the areas where there are religious buildings or schools.  
• Economical factors include the barriers regarding the use of luxury cars and choppers in the marriage ceremony (Matthews 2015).

The social factors related to religion and caste of the guests can addressed by serving the food keeping in mind the religious sentiments and arranging the menu is such a way so that the restricted items in the menu can be distinguished from the unrestricted ones.

The environmental factors related to the use of loud music in the ceremony can be addressed as there no schools or religious buildings located in the area surrounding the venue selected for the after party of the wedding ceremony.

The economic factors related to the use of luxury cars and choppers can be addressed by decreasing the number of luxury cars that are to be booked for the ceremony (Nordvall et al. 2014).

In this manner, the risks related to the event are analyzed and addressed, so that the event can be analyzed and the issues can be addressed accordingly.

Marketing plan of the event

Operational planning of the event includes the details of the venue where the ceremony will take place, the schedules and logistics and all other information regarding services provided, transport facilities, catering, management of waste and cleaning.

• Venue of the event – The marriage ceremony will take place in the church and will be followed by the pre-diner cocktail party. The musical program will be organized after the dinner is over. The venue that is decided for this event is Zinc at Federation Square.
• Schedule of the event – The marriage ceremony will start from 9 A.M. and it will take place in the church. Following this, the guests will be escorted to the venue. The venue is to be booked till 6 P.M in the evening (Robertson, Junek and Lockstone 2014).
• Transport facilities – The close relatives of the bride and groom will be escorted to the venue in luxury cars. The couple will arrive at the venue in a chopper. The venue is selected keeping this in mind. The movement of these cars will not have any effect on the local traffic movements. The venue organizers provide parking facilities. Extra cars will be arranged for urgent requirements (Raj, Walters and Rashid 2017).
• Catering – The food menu is set by the event planners with the help of the families of the couple. The food and drinks will be provided in the venue by Epicure, who are specialists in this field.
• Waste and environmental management – Toilets are available in the venue premises itself. The noise pollution that can be caused due to loud music will be controlled by using less number of speakers in the premises. Further, cleaning staff is appointed to clean the premises the following day (Rowland 2013).

The above discussed aspects are the main parts of the operational planning of the event.

The promotion of the event plays an important role in the success of the same. The promotional plan has to be designed for this event. The promotional plan will include the various details related to the event. The information that will be used for promotion of the event will include, the VIP guests who are attending the event, the main objective of the event, the details about the venue of the event and many more (She, Tong and Chen 2015).

The promotional tools that can be used to address this issue are, emails or messages sent to the target audience, or with the help of internet videos that can be uploaded to promote the event. Print media is also useful to promote the event, that is, with the help of posters or hoardings. The promotion of the event will help more and more people to get knowledge about the event, which will generate interest about the event and in turn about the event management company. This will help the company to increase their business (Stadler, Fullagar and Reid 2014).

The event will start from the marriage ceremony that will take place in the church, as it is a Christian marriage. This will start from 9 A.M. in the morning. After this, the guests will arrive at the venue, which is the Zinc at Federation Square. The venue will be decorated as per the decided parameters and themes, with the correct number of speakers and sound systems of good quality (Winch and Webster 2012).

The seating arrangements will be done as per the number of guests attending the wedding ceremony. The event here will start with the cake cutting ceremony. The raising of toast by the toastmaster will follow this. The guests will be served with starters and drinks. The food counters will supply the food to the guests in time. The entertainment program including singing and dancing will be arranged by the crew appointed for the same. The food and drinks that is provided to the guests will be taken care by the catering staff (Yeoman et al. 2012).

Sponsors of the event

The staffs who are appointed for playing different roles in the event play an important role in the successful implementation of the different stages of the event. The staffs who are required before the actual event takes place are the decorators, music arrangers, musical crew and dancers. During the event the chefs and hospitality staffs are required to take care of the guests. Further, security staffs are required to maintain the security of the hosts as well as the guests (Ziakas 2013).

The event management company based on their fields of expertise and the requirements of the organization does the selection of the staff. The staffs are assigned their duties by the event management company before the date of the event. On the day of the event also the event management company executives give the briefing about their tasks, according to which they can continue with their duties. The relations between the staffs and their coordination have to be good enough for the smooth execution of their tasks (Adina and Ramona 2013).

The event management company has to arrange for the security of the VIP guests, the performers in the musical program and the general audience of the event as well. The company is also responsible for the health and safety of the staffs. The venue premises needs to be secure, so that only the invited guests can enter the venue with the help of invitation cards. The security staff needs to be monitored by a security head and the staff should report to the head about the proceedings of the event (Ali, Ferdinand and Chidzey 2012). The head of security will tackle the situation of emergency and they will communicate with their head with the help of radio transmitters. Installation of CCTV cameras in the premises is important for the maintenance of security and proper security staff needs to be appointed to monitor the footage of the cameras (Atkins, Carey and Sanders 2016).

The guests who will be invited in the event should be provided with invitation cards from the families of the couple. The security staff needs to keep a check on the guests and whether they are carrying these cards. This process will help in controlling the flow of guests and maintain a secure environment in the venue. The safety precautions need to be taken related to any type of security breach or any types of accidents occurring in the venue premises. The supply of electric should also be maintained properly, so that it does not have any negative effect on the lighting and sound production in the venue during the ceremony (Bladen et al. 2012).

Budget plan for the event

The event management company needs to properly follow the guidelines that are important for the business. The company mainly needs to keep a check of the arrangements made by them in providing the best service to the guests and the hosts of the ceremony. The aim of the company is to make the day of the wedding special for the bride and the groom. The program needs to be arranged on a such a way so that it will be remembered by the guests and the bride and groom. The most important part of this ceremony is the food and drinks, which has to be maintained properly and the guests should be attended with utmost priority (Daniels and Loveless 2013).

The entertainment program should also be monitored carefully. Another most important part of the event is the monitoring of the security arrangements made by the company. This will help in maintaining a secure environment in the venue for the VIP guests and the performers as well. The success of the event will ensure a good position of the company in the market. This success will act as a promotional tool for the company and help the business to earn more clients and thereby generate profits.

References

Adina, F. and Ramona, C., 2013. Innovation in the creative industries-case study of an event planning company. Annals of Faculty of Economics, 1(1), pp.640-649.

Ali, N., Ferdinand, N. and Chidzey, M., 2012. Event design. Events Management: An International Approach, p.51.

Atkins, M.G., Carey, J.E. and Sanders, P.J., International Business Machines Corporation, 2016. Event management in a distributed processing system. U.S. Patent 9,344,381.

Bertella, G., 2015. Celebrating the family abroad: the wedding tourism experience. Annals of Leisure Research, 18(3), pp.397-413.

Bladen, C., Kennell, J., Abson, E. and Wilde, N., 2012. Events management: An introduction. Routledge.

Daniels, M. and Loveless, C., 2013. Wedding planning and management: Consultancy for diverse clients. Routledge.

Dixon, J. and Mishra, A., Google Inc., 2014. System and method for event management and information sharing. U.S. Patent 8,914,483.

Fields, K. and Stansbie, P., 2012. Festival and event catering operations. Festival and Events Management, p.171.

Fishman, G.S., 2013. Discrete-event simulation: modeling, programming, and analysis. Springer Science & Business Media.

Izzo, F., Bonetti, E. and Masiello, B., 2012. Strong ties within cultural organization event networks and local development in a tale of three festivals. Event Management, 16(3), pp.223-244.

Jaeger, K. and Mykletun, R.J., 2013. Festivals, identities, and belonging. Event Management, 17(3), pp.213-226.

Jiang, J. and Schmader, S.W., 2014. Event management education and professionalism: The view from the trenches. Event Management, 18(1), pp.25-37.

Lee, C.K., Reisinger, Y., Kim, M.J. and Yoon, S.M., 2014. The influence of volunteer motivation on satisfaction, attitudes, and support for a mega-event. International Journal of Hospitality Management, 40, pp.37-48.

Matthews, D., 2015. Special event production: The resources. Routledge.

Nordvall, A., Pettersson, R., Svensson, B. and Brown, S., 2014. Designing events for social interaction. Event Management, 18(2), pp.127-140.

Raj, R., Walters, P. and Rashid, T., 2017. Events management: principles and practice. Sage.

Robertson, M., Junek, O. and Lockstone, L., 2014. Introduction: Professionalization and event management. Event Management, 18(1), pp.1-3.

Rowland, J., Bed Bath & Beyond Procurement Co. Inc., 2013. Method and system for event planning. U.S. Patent 8,510,145.

She, J., Tong, Y. and Chen, L., 2015, May. Utility-aware social event-participant planning. In Proceedings of the 2015 ACM SIGMOD International Conference on Management of Data (pp. 1629-1643). ACM.

Stadler, R., Fullagar, S. and Reid, S., 2014. The professionalization of festival organizations: a relational approach to knowledge management. Event Management, 18(1), pp.39-52.

Winch, A. and Webster, A., 2012. Here comes the brand: Wedding media and the management of transformation. Continuum, 26(1), pp.51-59.

Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S. and McMahon-Beattie, U. eds., 2012. Festival and events management. Routledge.

Ziakas, V., 2013. Event portfolio planning and management: A holistic approach. Routledge.

ZINCatFederationSquare (2017). Venues – ZINC at Federation Square Melbourne Victoria. [online] Easyweddings.com.au. Available at: https://www.easyweddings.com.au/WeddingVenues/Melbourne/ZINCatFederationSquare/#/#map [Accessed 31 Oct. 2017].

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