Innovative Techniques in the Event Planning Industry - Case Study Example

Case Study “Up,Up, and Away” Event Being part of crisis management is very important. Successful crisis management meansthat one is able to successfully seek out problems, identify risks and decide a quick solution. In order to properly do this, it is important to understand how to manage risk. Evaluating the types of risks that pose a threat and minimizing the impact is important. In the case scenario, there are several different risks that stakeholders were exposed to. The first risk was when the tent company drove a stake into the ground and damaged a water line. This one event can lead to many different risks. Specific risks are the risk of flooding, other damages to plumbing lines, possible shut down of water to nearby facilities which leads to ill proper use of the golf course and hotel/ casino. If the two businesses were forced to shut down due to no water, this would lead to many stakeholders being at risk. The second risk was when the catering company continued to get a fork lift loaded with banquet tables stuck in the mud that was produced from damaging the water line. If the catering company was unable to get to the event because of mud, it is likely that other companies would have the same issue. In order to minimize theses risks, it takes someone who can work well under pressure and is able to utilize necessary human resource skills to get the job done. An event manager needs to be prepared for a crisis to happen and have a different plan in force to help minimize risk even if the crisis does not happen. Being prepared is the first step in minimizing any risk associated with certain types of events. It is important to be prepared to make sure all vendors and stakeholders suffer the least amount of damage in a crisis that cannot be minimized. To make sure that the stakeholders suffer the least amount of risk, the problem with the damaged water line needs to be properly addressed. With only a few hours remaining until the start of the event, the damage has to be assessed and it needs to be determined whether or not the water line can be replaced, how long it will take, and what needs to change if it cannot be replaced in time. The catering company is going to have to wait for the ground to dry up, or get a bigger machine in there that can quickly get the fork lift out of the mud. If the fork lift is unable to be removed, the tables are going to have to be moved by hand along with the rest of any items. Human Resource Management/ Traditional? Human resource management can be defined as the management of employees. Since events consist of many vendors to make sure the event is successful, human resource management for events is similar for any traditional business environment. It is similar in the role of the management professional but, actually more complex than a traditional business setting. Human resource management for events is highly more complex as it does not deal with normal day to day operations. Different types of crisis’ can occur that makes the work of the one involved in human resources much more complex. The complexity is subject to fast problem solving, intervention, dealing with different types of vendors, and making changes where necessary. Every aspect is important when managing an event to make sure the event goes according to plan. Venue Investigation When planning an event it is important that the event is properly investigated to make sure it will fit everyone’s needs, involve the least chance of crisis, leave enough time for planning and an adequate amount of attendees. Choosing a venue such as a golf course located within a casino/ hotel, it was important to check the facility to make sure it was capable of meeting the events needs. This is so in order to make sure there is enough room for guests, parking, overnight stay and easy access to places such as airports/ freeways. Once the event site was chosen, the venue had to meet the attendee’s expectations. Meeting everyone’s expectations is a hard task to accomplish but can be achieved by deciding the most important needs. Proper investigation of the venue is key in proper event management. Stakeholder Analysis A stakeholder analysis does one of many things. First it is important to identify which stakeholders hold what risk and whether or not their interest in the event can have a positive or negative impact. The Up, Up and Away event facing a crisis like the water line break, leaves for many stakeholders to be at risk. The chart below gives a descriptive stakeholder analysis. Stakeholder Role in the Event Effect, as cause from the crisis, if risk is not managed Benefits from the event if risk is managed BMP Event Producer Bad reputation as a result of being unable to properly manage the event when confronted with crisis. Knowledge of proper crisis management and the ability to handle crisis. Forum Tires Event Cause Unable to exceed expectations of over 350 dealers and guests A successful event that was able to bring together dealers and distributors to show appreciation and generate more business Desert Inn Venue Loss of business Increased business Option A The first option to help achieve Forum Tires’ goals even in the event of a crisis is to assemble a crew together that can fix the issue. There is still plenty of time (5 hours or so) to replace the damaged water line. The line can be temporarily fixed so that there is water available at the golf course/ hotel/ casino for the duration of the event. Guest can be re routed to a different entrance due to a water main break. Guest are likely to understand the inconvenience of a different entrance. The stuck fork lift will have to be moved with a bigger machine and the tables will have to be carried by hand with extra help. After the event is over, the water line can be replaced at the tent company’s expense. It is important that the tent company take care of any occurred costs as it is at their fault the crisis occurred. This will prevent any further costs for the stakeholders. The tent company is sure to have liability insurance to take care of the issue. Option B Since the main cause of the damage from the water line is at the main tent entrance, the main tent will have to be moved. Moving the main tent is subject to space availability. Paying a little extra for another space and creating a temporary entrance will ensure that attendees do not have to venture through a mud pit to get in the event. Routing guests to a different area of entrance should cause no issue as long as a plan is implemented to ensure that guests are aware of the entrance change do to circumstances above control and the guest still feel comfortable. It will be important to make sure guests are not lost due to the entrance change and that extra staff is put in place to escort guests. Tables will have to be carried by hand, one by one. Option C In the event that the guests are unable to be moved to a new entrance and the water line cannot be temporarily fixed, the venue will have to be moved to the largest and closest available location. The closest available location can be a different part of the golf course besides the driving range. Shuttle service and printed directions can re direct guests to the new location and guests can be offered something free for the inconvenience (Such as a meal). This is the last option but can work with the hiring of extra staff. Read More