Introduction
‘Paint the Beat’ is an event aimed at promoting the art and music industry in Melbourne. The event plans at achieving this through collaborating local musicians and artistic painters to create their work of art through a different avenue of inspiration. As music is performed, the painter’s expression of its lyrics increases the audience’s understanding of the same. The guests enjoy the ambience of performance in a completely new light of artistic and musical expression, and also encouraging and supporting local artists and musicians.
The event will be held on Thursday, 10 October 2013 at The Leveson, and will be three and a half hours long. The event organizers estimate the attendance will be around 100 guests.
Mission
The team’s mission is to support and encourage upcoming artists and musicians to realize their goals in the art industry. We aim to develop young artists’ talents by exposing them to various artistic experiences that increase their knowledge and
Vision
The team’s vision is to be internationally recognized as the leader in art and music developers. We seek to expand our activities to other parts of the world, to encourage and inspire upcoming artists, who want to develop their performance.
Goals
Our goal is to bring relevance into the art and music industry through proper planning and support for the artists. Another objective is to introduce the emerging artists to the experienced pioneers in the industry, who will equip them with the necessary skills to develop their talents.
SMART Objectives
The Team
The team comprises of young event planners, which have a passion in bringing change into the art industry. We aim to be the pace setters in planning and developing the artistic functions in Melbourne and other parts of the country. The funds from the sponsors will enable us to attain the goal of successful events planning.
Sponsorship Plan
The ‘Paint the Beat’ campaign is an event aimed at inspiring the local artists in Melbourne through a display of various works of art. The organizers of this event seek to collaborate with corporations endowed with an interest to facilitate the development of art and music in Melbourne. The sponsorship plan includes a budget of $1750. The organizers for the ‘Paint the Beat’ event are looking for sponsors who will assist in the supply of art materials to the artists, and promote their event on their social networking sites. This overview of the plan will highlight the targeted sponsors and provide a brief overview of the sponsorship proposal.
The Arts Centre, Melbourne Company is one of the sponsors targeted by the ‘Paint the Beat’ organizers. The company is located in Melbourne and is the largest performing arts centre in Australia. Other sponsors are Three’s Company Trio, the Halogen DJ Company, and the Westwood Guitar Company. The Three’s Company Trio is located in Ringwood, the Halogen DJ Company in Camberwell, and the Westwood Guitar Company in Rosanna.
The sponsor tiers for this event are designed to offer each sponsor an opportunity to connect with the audience of artists, and musicians alike. The organizers will provide the sponsors with a checklist they require to promote their commodities, and offer a discount to guests who register for the event using the sponsors’ unique code.
The benefits available to the sponsors include the inclusion of their firm’s logo and website link on the event-booking site and an inclusion of their logo on all event invitations. This will aid the process of marketing for the various organizations, primarily through advertising. All sponsors will besides, receive a special acknowledgement in the welcome introduction speech. The event organizers will also promote the sponsor companies through social media; the ‘Paint the Beat’ Facebook and Twitter pages will include posts about the sponsor companies.
The brands of the various sponsor corporations will be available at the entrance of the event area. This is beneficial to these companies as this will create awareness about them attracting potential customers. New customers lead to an organization’s increase in the market share, hence generating huge revenues (Skinner & Rukavina, 2003 p.19). Information about the sponsor firms’ products and services will be available on display for guests throughout the period of the event; flyers and banners will be passed around to guests in an attempt to promote the brands of the sponsor entities. The sponsor companies will receive an adequate recognition, as company description is included on all tickets to the event. All sponsors, in addition, will receive two complimentary tickets to the event, and are, therefore, free to tag along their guests.
Activating sponsorship refers to the act of optimizing it to achieve the goals of a given event through an efficient implementation strategy. The principle aims of activating sponsorship are maintaining a communication network with the target audience and achieving the goals set (Skinner & Rukavina, 2003, pp. 44). The organizers will set tactics throughout the event to ensure a successful activation of the sponsorship. These will include pre-event, during-event, and post-event tactics.
The pre-event tactics are the benefits accrued to the sponsors such as incentives, their brand and company promotions, and the advertisement incentives for their brands. The tactics to be employed during the event are hospitality, VIP experiences, and special acknowledgements during the speeches, and a display of the sponsor organization’s products. The complimentary tickets the sponsors receive for the event characterize the VIP experiences. The organizers will utilize post-event tactics such as follow-up interactions with the sponsors, to activate the sponsorship. They will also keep a track of all the internet responses they receive from their audience, to present to sponsors.
Risk Assessment
‘Paint the Beat’ organizers will be required by law to complete a risk assessment form before the authorities approve their event. The specific form to be filled is attached in the appendix: this section will discuss the probable hazards and risks for this event.
a). Hazards
The major hazards identified for this task are high noise levels, fire-related hazards, and natural hazards that are beyond the control and prediction of the organizers. These hazards will affect the guests, artists, musicians, organizers and caterers in the unfortunate event that they happen.
b). Risks
After an analysis of the hazards identified in the previous sections, the organizers have classified ‘Paint the Beat’ as a low risk event. This is because most of the hazards can be mitigated, and those that cannot have a low probability of occurring.
c). Mitigation
The event organizers shall liaise with the sound crew to ensure that the noise levels during the event are not harmful to the guests. The organizers propose hiring noise detection equipment to monitor the hazard independently. The management of The Leveson will also help in managing the noise levels.
The Leveson’s management team has assured the organizers that they have adequate fire equipment in case of a fire. The team has promised to send the organizers a copy of their latest inspection form of this equipment by the city inspectorate.
The organizers acknowledge that natural hazards cannot be mitigated but can only be reacted upon based on their type and intensity. The organizers propose the use of the city’s disaster response protocols in case of a natural hazard such as lightning, hurricane, or flash flood.
Evaluation Process
The event organizers aim at achieving increased exposure for the local artists after ‘Paint the Beat’. To achieve this goal alongside the objectives of the that were previously mentioned, frequent monitoring and evaluation is required. The organizers will use project management tools to ensure that each aspect of the event is understood and planned before the event. A Gantt chart will be used to indicate the timelines for various activities that should be completed prior to the event date. This tool will hence be essential in the evaluation process since it provides an indicator of which activities are completed in time and those that are late. The organizers will use a critical path analysis to help identify activities that are vital to the success of the event. This project management tool will be used to evaluate the planning and implementation stage of this event. Any deviation from the defined critical path will necessitate prompt corrective measures by the organizers to ensure the achievement of the event’s objectives (Kendrick, 2010).
Evaluation after the event will be necessary for determining the attitude of those of who attended towards ‘Paint the Beat’. Data shall be collected for this stage of the evaluation process using interviews and questionnaires. The organizers shall interview five random guests and give questionnaires to ten others to collect the data. The scope of the data collection instruments shall be restricted to information that is relevant to the event. The data collected will provide the organizers with an insight on how the guests perceived the event, any complaints, and recommendations for future events.
Conclusion
The event organizers hope that by the end of ‘Paint the Beat’ they will have achieved their goal of developing local talent using a new platform. The achievement of this goal is dependent on the attendance of the event, the perception of the guests, willingness of corporate to assist in this course, and the hard work of the artists and musicians. The organizers will perform their role to ensure that the theoretical plans outlined in this document are executed accordingly.
References
Kendrick, T. 2010. The Project Management Tool Kit: 100 Tips and Techniques for Getting the Job Done Right. Wiley: New Jersey
Skinner, B. E., & Rukavina, V. (2003). Event sponsorship. Hoboken, N.J: John Wiley & Sons.
Appendix: Event Risk Assessment Form
