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Executive Summary

This report demonstrate the conceptualisation and focus on basic

principal of event management such as event planning,

requirement of legal for event marketing and management and

event manager role base on DesignEx event which was in Sydney

Exhibition Centre at Glebe Island on 28th May 2014 to 30th May

2014. Since 1988, DesignEx has been number one designing event.

This event is the platform of sharing inspirations and innovation to

people for designer. The DesignEx event divided by seven sector

of design. There are Architecture, Bathroom and Kitchen, Interiors,

Surface and Finishers, Textiles and Furnishers, Tiles and Stone and

Workplace. This report is design of each step to arrange successful

a festival or event. The information will provide to help improve

event plan.

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Contents Executive Summary .............................................................................................................................. 1

Introduction ........................................................................................................................................... 4

Event ...................................................................................................................................................... 4

Event Planning ...................................................................................................................................... 5

Time and Place .................................................................................................................................. 5

Contract ............................................................................................................................................. 5

Organizing Team .................................................................................................................................. 5

Role ..................................................................................................................................................... 5

Fund planning ....................................................................................................................................... 6

Budget ................................................................................................................................................ 6

Financial Support.............................................................................................................................. 6

Insurance ............................................................................................................................................... 6

Venue ...................................................................................................................................................... 6

Potential Risks ................................................................................................................................... 6

Side Map ............................................................................................................................................ 6

Pedestrian and Traffic Management................................................................................................... 7

Rode Closures .................................................................................................................................... 7

Private Properties ............................................................................................................................. 7

Risk Management Plan ......................................................................................................................... 7

Public Health ......................................................................................................................................... 7

Alcohol ............................................................................................................................................... 7

Toilet .................................................................................................................................................. 8

Water .................................................................................................................................................. 8

Shelter ................................................................................................................................................ 8

Noise and Waste Management ......................................................................................................... 8

Safety of Public ...................................................................................................................................... 8

Crowd Control .................................................................................................................................. 8

Power and Light ................................................................................................................................ 8

Structure and Fireworks .................................................................................................................. 8

Promoting and Marketing .................................................................................................................... 8

Ticket / Registration ......................................................................................................................... 9

Signage ............................................................................................................................................... 9

Health Publicity ................................................................................................................................. 9

Role of an Event Manager .................................................................................................................... 9

Recommendation ................................................................................................................................. 10

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Bibliography.......................................................................................................................................... 11

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Introduction DesignEx is one of major event in Australia. Its leading event for visitor, student, exhibitors and event

partners. In 2014, DesignEx celebrate 26th years of their journey. Its only Australian design exhibition

authorized by Design Institution of Australia. The partner of this year was iconic Australian brands such

as Tait, Dulux, USG Boral, Aesop, Colorbond, Cult and Futurespace with top international brand such

as Corporate Culture, KE-ZU and Knauf make this event unique (Exhibitor Tools, 2014). This event

give opportunity to company promote the brand to over 20000 manufacturing specialists. The

sponsorship offer to company position of market leader in top event of Australian design and

architecture (Sponsorship, 2014). The benefits of sponsorship are brand introduction, brand standing,

opportunity to public relation and lead generation. The four way to join with DesignEX as a partner.

There are major partner, event partner, production partner, media partner and association partner. In

this event product and service categories are air conditioning, ventilation and hearing system,

appliances, architectural and building product, artwork / framing / pictures, bathroom / kitchen, blind /

curtains / curtains / shutters, CAD / software / training, carpets / rugs, curtain hardware / accessories,

decorative accessories, decorative finishing / paints / coating, electronics / automation / audio visual,

energy management, finishes and surfaces, flooring, furniture – commercial / hospitality / workplace /

retail, lifts or elevators, lighting, outdoor product, professional services such as insurance, IT and

training, roofing system, shutters, signage, stone or tiles, textiles, timber product, wall systems and

windows or doors. In 2014, total number of participate were 168. In 2013, DesignEX celebrate 25th

birthday as Australia’s number one and long running architect and design event. Last year 10119

specialist visited, 1,752 vodka cocktail drink, 4,300 specialist visit event hardest day on 31st May 2013

and 1,500 coffee drink at Roasters pop-up café. This year more professionals visit than 2013. The

DesignEX is perfect event to keep eyes on what’s going on world and chance to see the inspirable

material and product. It’s one of the event to meet with supplier and re-establish connection. 83% of

exhibitors were happy for visitor and 93% of visitor were satisfied on exhibitors and quality of product

(DesignEX Post Show Report, 2013).

Event Event can be define as a purpose of people gather of education, marketing, reunion or celebration. The

classification of event basis on event size, time, type and content. An event can be social, educational

or career, sport, entertainment, political, corporate, and religious or fund raising (What is an Event,

2014). In 1990, first start event cultural. Now-a-day, event industry is popular such a big scale. There

are three type of event such as Hallmark, Mega and Major. A hallmark can be define as signification

sprits or city or state that help to identify city or region. The example of hallmark event is the Carnival

Rio. Mega event is that so large scale which effect on economic growth and globally people looking for

it that high level of media coverage, tourist and prestige’s. Example are ICC World Cup, FIFA World

Cup and Olympics (Event Management, 2007). A major event can be sport, entertainment, cultural

gather of people. It can be in permanent place that build for specific event or temporary place. A major

event included multifaceted planning, media coverage, large stakeholder, huge volunteer and

inexperience employee, interest on in national and international. The example of major event are Sate

of Origin football match, Australian Open, Melbourne Food and Wine Festival, Opera on Sydney

Harbour, Vivid Sydney etc. The DesignEx is major event. This event is business form (Middleton,

2006).

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Event Planning

Planning is the most important way to make successful event. Its means that stating well. What

to do and when, should include in pre-panning. Booking, funding and advertising need to do

before of due date of event that mean time management is important. Parking, financial

planning, venue, alternative site, date, alternative date, transport coordination are includes of

event planning (Event Checklist, 2014).

The DesignEx planning was significant for example arranged speaker, coordination of location

(utilities), table, chair, food, toilet, parking, doctor, emergency service. They provide free

special event transport. It makes convenient to visitor (Getting There, 2014). An event planner

name can be event manager, event coordinator, convention planner etc. Kobe Johns was the

DesignEX planner as Exhibition Manager (DesignEX Advisory Panel, 2014).

Time and Place

Time and place is the first step of event planning. Time set can be make easy to meet the goal.

After selecting date of the event good idea to check the any other is possible to clash this event.

Time is the most important to a successful event. Event planner should not plane an event in

quite period when lots of people outside of town. The peak season is the best to increase target

audience and promote the country or state or city. For example of DesignEx set their time and

place one year before of every event. Melbourne Convention and Exhibition Centre is the next

year DesignEX event on 13th May 2015 to 15th May 2015 (That's a wrap Info, 2014).

Contract

The event planner is responsible person all over the event. The event plan and execution done

event planner his team always work behind the scenes to make successful event. The event

planner not only plane and execution of an event but also build brand image, marketing and

communication policy (Duties and Responsibilities, 2014). He is expert in technical and

logistical element, event design, audio- visual production, budget and client services.

Organizing Team Organizing team organize the event. This team work on event theme. It’s usually start with

informal team but when team start handling money that time it’s begin as formal team. They

are play major role for decision making. The organizing are risk management team, speaker,

venue management, entertainment, sponsor, marketing etc. for example Australian Institute of

Architect and Design Institute of Australian work as media partner in DesignEx event.

Role

After set up team, should make job description and responsibility for each team, so everyone

can be know which team doing what and meet to dead line. The important role of event team

are:

1. Event manager

2. Treasure

3. Other member with different role and responsibility

4. Marketing and promotions

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Fund planning Anyone can make plan for an event but funding or financial support is most important for event.

Major of financial support come from sponsors.

Budget

Budget preparation is major part of financial planning. Make sure income and expenditure

should balance otherwise event will not be financially sustainable. Income can be ticket sale,

catering, merchandising etc. and expenses can be utilities cost, rent, administration cost,

insurance, transportation cost, marketing cost etc. After calculation of all income and expenses,

have to income more than expense. If income less than expenses than need to cut expenditure.

Financial Support

Sometime it’s seen that, not possible to cut any expenditure because unbalance of budget, so

need to look for other possible income or funding. It can be local government, individual

sponsorship, trade sponsorship, trust, non-government organization etc. It is important that as

much as possible to organize financial support and keep all receipt as record.

Insurance Originating a public event by legislations to ensure the safety of volunteers, employee and

public. Comprehensive public liability have to do as a part of risk management. Property and

equipment should cover by insurance.

Venue Selecting the venue need to consider the hazard, emergency services, traffic, public transport, parking

and pedestrian’s access to venue. The DesignEX event consider all of this facilities without pedestrian’s

access. Event venue was Sydney Exhibition Centre at Glebe Island.

Potential Risks

Selecting the event site for outdoor, need consider possible risk by assess risk management.

Possible risk are slip and fall, twist ankles by small hole, insect or snake, wind, temperature,

structure and chemical store. Those list minimise the risk at event.

Side Map

A site plan is heart of event. Public want to easily access and exit. The participant will be use

site plan as part of planning process. The DesignEx event site plan was distracted because

they’re not any pedestrian access and inside the event was confuse. Visitor could not find

similar product one side. There were not any first aid post, taxi or bus stop, non-alcohol zone,

smoking area, seating facility and lots.

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Pedestrian and Traffic Management The DesignEX traffic and pedestrian management was not impressive. Those people who do

not have private transport or not using event transport, they take risk of life to access the event.

Even there were not caution or danger sign for visitor using busy road by walk to enter event

which road no pedestrian path. Also in car park not any pedestrian ram. Event management

must consider of those issue.

Rode Closures

The DesignEx event main access road was close for construction and road work. The sign of

event venue was wrong direction. Any incident of visitor not cover by insurance because

outside of event. Event management team should deploy traffic controller regarding this issue

for safety of public. However, it’s seen that security control traffic but its illegal without traffic

controller licence to control traffic.

If event management need to road close for event, should inform local government and council

three month before of the event date. Local government and council inspection the site and

they will consider or provide suggestion.

Private Properties

If any private property near to event venue and effected by stage, lighting, fences and more

which legal requirement of approval for an event.

Risk Management Plan An event management team and all staff are responsible for any kind of incident. All incident

should inform to event control room or incident control centre. Its include first-aid, fire

equipment, lost or stolen property etc. Any event should have written form and approve by

event organizer. At least two month before of the event date should contract local police, fire

service and all other emergency services. The risk management plan include who provide first-

aid, local commander of police, contract person emergency services, arrangement of more

police, located emergency meet point and hospital. Any serious kind of incident venue can be

crime scene and control by police.

Public Health Public health is most important any event. Organiser should concern on it. The requirement of

selling food in event by legislation to inform local government and council. Every food stall

required to approval from local government authority.

Alcohol

If event intended to consume alcohol required to permission from Department of Racing,

Gaming and Liquor and also approval from local government authority before two month of

event. Event organiser clearly mark on alcohol zone if all age zone. The DesignEx event did

not mark for alcohol zone. The entry condition was minimum age 15 years but alcohol

consumption age 18+. They should aware of alcohol consumption rules and regulation.

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Toilet

Toilet facility required for few things. There are number of gather in event and duration of

time. The DesignEx event was unavailable disability toilet. An event team must aware of this.

Water

An event ensure to water supply available. It’s the requirement of health and safety. The

DesignEx event was not available any drinking water.

Shelter

Shelter should arrange in event of employee, volunteers and first-aid. The shelter area are

transport area, ticketing, eating area, competition area and more.

Noise and Waste Management

An event noise can be create by music, generator, air cooler and crowd. If noise is higher than

normal, organiser should control noise. The Act 1997, Environment Protection (Noise)

Regulation should comply on event and also required local government approval.

Act. 1997 Environment Protection Regulation also indicate he waste management. For example

of extra bin. Its absence in DesignEx.

Safety of Public During the event public safety is most important. For example of crowd control, public

assemble, fire work, power and light and structure (Shire of Carnarvon, 2014).

Crowd Control The best way to control crowd by security. Different type of event depend on different step

security level. An event organisation team need to assess the risk and consider action base on

risk.

Power and Light In evening event need enough lighting otherwise visitor cannot identify exit and entry.

Generator can be help on power failed. Some of event such as concert are perform only with

stage light. The control room must aware of any emergency situation by electrical issue. Act.

1992, Health Regulation said that all outdoor event of electrical installation should be certify

with provision of health regulation.

Structure and Fireworks All kind of provisional structure includes stage, seating standpoint, tent or stall, fabricate

building are required to certify with local government. Firework must have approve from local

government and local police.

Promoting and Marketing A successful event depend on how organizer promote the event. Only way to catch as much as

possible people by get out information in advance for target audience. The event management

team need to find out most cost effective advertising way to promote the event with budget.

The common way of promote the vent are radio, TV, local newspaper, poster bill board, flyers,

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mail, website, email etc. Get out information of event as much as early if date and location

fixed (Event Management, 2007). For example DesignEx set time, date and location one year

before because of can give the reminder target audience. Next year the DesignEx event will be

Melbourne Convention and Exhibition Centre on 13th May 2015 to 15th May 2015 (That's a

wrap Info, 2014).

Ticket / Registration

This is the only way to control crowd by selling ticket or registration advance. The selling of

advance ticket or registration should include on in specific time, date and place, entry details

and conditions, service information and transport arrangement. The visitor in DesignEx event

did advance registration on website. Also people can registration on spot in event. However,

they cannot provided any information for transport arrangement who registration one month

before.

Signage Clear and attractive signage make feel better target audience. Signage display should be comply

with local government when, where and how will place. For example of signage are exit and

entry, parking, first-aid, communication or information room, incident control centre, toilet,

security etc.

Health Publicity

Health promotion can attract one segment of people. It can be don’t drink and drive, smoke

free environment, glass are not permitted, snacks available, free transport available (Event

Management Plan Checklist and Guide, 2014).

Role of an Event Manager Event manager plane the event and executive it. Event management team always work behind

the scenes. He is not only plane the vent but also make marketing, promotion and branding

strategy (Duties and Responsibilities, 2014). Event manager is responsible for event and

customer satisfaction. The major task of event manager are planning, controlling, budgeting,

staffing, directing, co-ordinating and organizing. Event manager must able to friendly, self-

motivate, organize, energetic, good sense, goods stater, team player and wall manner with all

employee.

An event manager wide range of duties. There are staffing for temporary job, make marketing,

communication and branding strategy, maintain confidential information, manage event etc

(Event Planning Guide, 2014).

There are seven major function of event manager-

Planning

Budgeting

Quick problem solve

Marketing

Maintains

Evaluating

Record

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Past Record

Budget record

Recommendation The event management industry growing faster than ever. It’s very challenging, fashionable

and creativity career for young generation. However, the DesignEx event site plan was

distracted because inside the event was confuse. Visitor could not find similar product one side.

There were not any first aid post, taxi or bus stop, non-alcohol zone, smoking area and seating

facility. Traffic and pedestrian management was not impressive. Those people who do not have

private transport or not using event transport, they take risk of life to access the event. Even

there were not caution or danger sign for visitor using busy road by walk to enter event which

road no pedestrian path. Also in car park not any pedestrian ram. Event management must

consider of those issue. The main entrance road was close for construction and road work. The

sign of event venue was wrong direction. Any incident of visitor not cover by insurance because

outside of event. Event management team should deploy traffic controller regarding this issue

for safety of public. However, it’s seen that security controlling traffic but it’s illegal without

traffic controller licence to control traffic. Event Management did not mark for alcohol zone.

The entry condition was minimum age 15 years but alcohol consumption age 18+. They should

aware of alcohol consumption rules and regulation. Also their unavailable disability toilet.

However, the DesignEx is Australian number one and popular exhibition organiser. They

successfully end 2014 event without any incident. Any large event can be happen mistake and

learn from those mistake which will be help in future. Event management must use smart idea

from start to end of the event. A small mistake can be success event turn to worthless.

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Bibliography DesignEX Advisory Panel. (2014, May 29). Retrieved June 3, 2014, from DesignEx:

http://www.designex.info/visitors/designex-advisory-panel/

(2013). DesignEX Post Show Report. Sydney: DesignEX. Retrieved May 31, 2014, from

http://ems.infosalons.com.au/login?organiserHash=1bf869&showHash=dfbd7d

Duties and Responsibilities. (2014, June 2). Retrieved June 2, 2014, from UK Expart:

http://www.ukessays.com/essays/management/duties-and-responsibilities-of-event-

manager-management-essay.php

Duties and Responsibilities. (2014, May 29). Retrieved June 1, 2014, from Expert Provider:

http://www.ukessays.com/essays/management/duties-and-responsibilities-of-event-

manager-management-essay.php#

Event Checklist. (2014, May 25). Retrieved May 31, 2014, from Wild Apricot:

http://www.wildapricot.com/membership-articles/eg-event-checklist

Event Management Plan Checklist and Guide. (2014, May 31). Retrieved June 3, 2014, from Latrobe

Council:

http://www.latrobe.tas.gov.au/webdata/resources/files/EventManagementGuide.pdf

Event Planning Guide. (2014, May 25). Retrieved May 31, 2014, from Wild Apricot:

http://www.wildapricot.com/membership-articles/eg-how-to-plan-an-event

Exhibitor Tools. (2014, May 31). Retrieved June 1, 2014, from DesignEx:

http://www.designex.info/exhibitor-info/exhibitor-tools/

Getting There. (2014, May 29). Retrieved June 03, 2014, from The DesignEx:

http://www.designex.info/visitors/getting-there/

Middleton, W. (2006). Advise for Managing Major Event Safely. Worke Safe. Victoria: State

Govenment. Retrieved June 03, 2014, from

http://www.google.com.au/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&ved=0CDMQFjA

C&url=http%3A%2F%2Fwww.alpineshire.vic.gov.au%2Ffiles%2F7_Advice_for_managing_ma

jor_events_safely.pdf&ei=jUWNU__tKIWxkgW0uoHYDQ&usg=AFQjCNEEZRB5eYpFC6A9NM

WsfpHR-SceFA&sig2=TtHuF

Principles of Event Management. (2007, January 01). Retrieved June 03, 2014, from SCRIBD:

http://www.scribd.com/doc/24908436/Principles-of-Event-Management

Shire of Carnarvon. (2014, May 27). Retrieved June 02, 2014, from Policy and Guideline for Public

Events and Outdoor Concerts:

http://www.carnarvon.wa.gov.au/Assets/Documents/Events%20Policy%20and%20Guideline

s.pdf

Sponsorship. (2014, May 28). Retrieved May 28, 2014, from The DesignEx:

http://www.designex.info/exhibitor-info/sponsorship/

That's a wrap Info. (2014, June 3). Retrieved June 3, 2014, from DesignEx: http://www.designex.info/

What is an Event. (2014, June 3). Retrieved June 3, 2014, from Event Education:

http://www.eventeducation.com/what-is-event.php

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