Table of Contents
Table of Contents. 2
1. Introduction.. 2
1.1 Event background (Story of butterflies. 2
1.2 Event mission (the overall objective ). 2
2. Planning (CSF’s, Primary Project, Gant chart). 2
3. Stakeholders. 2
4. Team…. 2
5. Budget. 2
6. Benefit. 2
7. Risk.. 2
8. Evaluation.. 2
9. Conclusion.. 2
Bibliography.. 2
1. Introduction
1.1 Event background
Butterflies Musical is a very successful Chinese original musical. Original music in a country is associated with enhanced creativity and innovation amongst the people. As China’s first original Broadway-style musical, its impact is huge especially owing to the fact that it helps in portraying and advancing romance in a more contemporary way as opposed to the traditional aspects under which romance was portrayed in China (Getz, 2008). The fact that it is original and Broadway-style musical aspect, Chinese have continued to benefit significantly from the said form of music. As a result, butterflies music has attracted a lot of interest amongst musicians and scholars either within or outside the music discipline (Shen, 2009). Li said “Butterflies” marked the beginning of “an era of Chinese musicals.” From this perspective, every Chinese would want to experience this new era in musical perspectives and concepts (Kang, 2009). In this respect, there is a need to have conferences that would aim at promoting the “Butterflies” musical in China, which will in turn help in shaping the cultural and heritage aspects of the country in question from a romance point of view.
Notably, Butterflies Musical has a total of 151 field performances so far. In addition, the number of audience or following has reached approximately 90% of the expected or forecasted number. The story of this musical is from traditional Chinese literature named “Liang Shanbo and Zhu Yingtai”. Such literature has descried the Butterflies music as the China’s “Romeo and Juliet”. “Romeo and Juliet” is about the relationships and love that exist between and amongst people especially those of the opposite sex. Based on such description, it is important to note that Butterflies are a contemporary interpretation of the traditional romance as portrayed and practiced in China (Liu, 2010). The idea of “Butterflies” being as contemporary portrayal of the romance in China makes it a good attraction centre for various people across the region under focus.
It is on the basis that the “Butterflies” music has become a huge success especially in enhancing love and relationship that there is an event “Butterflies Musical” that is underway (Getz, 2008). Butterflies musical is an event that will attract many stakeholders in the music industry. The various areas considered include singing, dancing and the aspect of playing music from different electronic platforms. Butterflies musical was performed in United States, Spain, Italy and Germany in 2012. This time the event is scheduled to take place in Birmingham Hippodrome in Chinese year (Liu, 2010). The occasions will be graced by performances from China and Birmingham. The purpose of our event is to promote the exchange of culture especially as it relates to romance in China, UK, and other regions across the world as well as help in enhancing the reputation of Butterflies musical.
The proposed event is about holding a publicity event like a party in Birmingham Hippodrome foyer. The event will be mainly to promote cultural exchanges through “Butterflies Musical”.
1.2 Event mission
The overall objective of the event to promote the exchange of culture especially as it relates to romance in China, UK, and other regions across the world as well as help in enhancing the reputation of Butterflies musical.
In achieving the overall objective, the event will focus on the following specific objectives:
(1) To engage 1200 audiences to watch.
(2) To enable 300 other local people to know this event.
(3) To attract at least 2 other theatres invitation.
(4) To develop 4 partners to give support of equipment.
(5) To find 4 companies or institutions that can give financial support.
(6) To engage 15 volunteers help us.
(7) To attract 300 Chinese students from university.
(8) To plan the event with aims of Birmingham’s Big City Culture Strategy as guidance.
The above specific objectives will create a room for the promotion of cultural exchange amongst the Chinese, UK citizens, and the other members of different cultural backgrounds, customs, and traditions that reside in and around Birmingham City, UK. Indeed, the event will bring together people from various backgrounds for the aim of enhancing inter-relationships amongst races, ethnic groups, gender, and ages.
2. Planning
Planning the event requires a perfect evaluation of the critical success factors, primary project, and the schedule of the entire planning courtesy of the Gantt chart (Della, 2013). These aspects are evaluated and discussed in the following sections with an aim of explaining not only how the event was planned but also the anchors or foundations of the success of the entire event.
2.1 Critical Success Factors
Critical success factors refer to those specific elements that are crucial or essential for the event of “Butterflies Musical” to be successful and achieve its mission as stated earlier. These are critical factors that are needed in order to make sure that the entire event is successful, achieves its mission, and benefits all the intended stakeholders (Allen, 2010). The following table provides an illustration and evaluation of the various critical success factors relating to the event being planned.
Critical success factors
Impacts
Event planned to take place during the right season
· Having the event planned to take place during the right season will see into it that all the stakeholders attend in large numbers (Allen, 2010a).
· The success of the event is the turnout. With a larger turnout, the event will be successful.
· Therefore, the idea of organizing or planning the event during the right season will ensure that the attendance is very high; hence, the event will achieve its objective of engaging approximately 1200 audience to watch
Adequate security in the venue.
· Every individual wants to feel secure wherever he or she is especially in social gatherings.
· Audience will come with their personal property and they will expect that such property are guarded and protected.
· In the event that there are disturbances, the audience will expect that the management or organisers of the event will be able to deal with the same.
· Having an adequate security in the venue will make sure that the audience feel safe while attending the event and also ensure that the personal property of the said audiences are adequately protected (Allen, 2010).
· The impact of adequate security therefore would be to convince the audience that there is nothing to worry about. As a result, the attendance will be high owing to the assurance of security
The venue is nearby China town.
· The fact that the venue is nearby town will make its accessibility very easy. Accessibility is an essential factor especially for attracting audiences (Wendroff, 2004).
· Inaccessible places are likely to discourage people from attending special functions. It is important that when an event is planned, the venue should be accessible
· Nearness to town will make the people who have never been to the place get easier and direct direction to the place.
· Besides, the town has additional amenities including lodges, hotels, restaurants, and many others that the audiences might require (Della, 2013)
· The impact of nearness of the venue to town is that many people will attend due to accessibility, the ease with which they can locate the place, and the additional social amenities in town (Allen, 2009).
Auditorium is big enough to accommodate many audiences.
· The impact of having a big auditorium is that it will attract and accommodate many audiences.
· Accommodation of the audiences is a key factor to achieving the mission and objectives of the event in question.
· In addition, aeration is very important during the presentation. With a big auditorium it is clear that other than accommodating the targeted 1200 audiences,
The staff of the venue is very friendly.
· The impact of this critical success factor will be satisfaction of the service that will be provided (Wendroff, 2004). When the audiences are satisfied, then they enjoy the event.
· The impact would be effective and efficient audience services and any member of the audience who needs help will be sorted out as fast as possible by the friendly staff.
· Staff will always walk around to look if there is any person with any issue or concern.
There are appropriate breaks within the event.
· The impact of appropriate breaks within the event is that it will ensure that the audience enjoy every event without boredom (Devney, 2001). Doing something continuously for a long time without breaks can always result into boredom and this will be mitigated by the fact that they will be breaks
· In addition, the breaks will also provide an opportunity for further interactions and critical of what has been presented so far by the audience. Such interactions will culminate into attaining of the event mission; promoting culture
The event has a variety, which will be good for all the audiences.
The impact is that the audiences will enjoy the presentation throughout without being bored (Shone & Parry, 2004).
The audience has right number.
The impact is that the audiences will fit the auditorium and will get the right seat so as to avoid confusions and time wasting especially in identifying the sitting arrangements (Allen, 2010)
We have good marketing team.
The impact is that there will be massive marketing and promotional activities. The creation of awareness and promotion will help the event to attract the targeted number of audiences and parties in order to fulfil its mission
The tickets not expensive.
Audiences will afford the tickets. Tickets that are not expensive will result into high attendance amongst the audiences; hence, the event will be able to achieve its mission and objectives
We have the perfect website links.
The website links will help in further promotion of the event and create awareness.
2.2 Primary Project
The primary project will entail presentation on “Butterflies Musical” by the identified speakers and the performances by different artists that concentrate mainly on the “Butterflies Musical” genre. The following table summarises the main products within the primary project
Product
Activity
Presentation
Speaker providing a presentation on the “Butterflies Musical”
Presentation by artists
In between the presentations, there will be performances by different artists who perform “Butterflies Musical”
2.3 Gant chart
The plan of the entire event can be illustrated in a Gant Chart. The Gant Chart below shows the start and end of the event. Amongst the activities that will be performed in order to successfully plan the entire event include the following:
(1) Receiving of the themes for the event
(2) Receiving the data of the event courtesy of the different organisers
(3) Receiving the mailing lists for the invited speakers
(4) Merging, posting, and receiving of replies for invite letters
(5) Confirming the booking of the speakers
(6) Preparation of the slides for presentation
(7) Listing, agreeing, and selecting the venue
(8) Booking of the venue
(9) Listing, agreeing, and gathering of the requirements
(10) Listing and contacting the staff members
The following Gant chart illustrates the performance of each of the aforementioned activities with regards to fulfilling the mission of the event.
3. Stakeholders
The main stakeholders include the audiences, organizers of the event, and artists that will perform during the event. Organisers of the events are in-charge of the entire programme from the start to the end (Allen, 2010). Their main responsibility and obligation is to ensure that the programme runs as scheduled besides providing an ambient environment for the audiences. In addition, the organisers are responsible for inviting the speaker as well as the artists that will perform during the event. In the invitation of the speakers, the organisers of the event should ensure that they identify and email the speakers early in advance and once the speaker has confirmed participation then they can include him or her in the program (Silvers & Goldblatt, 2012). It is the duty of the organisers to ensure that there is adequate security within the premises. Security is important in order to ensure that the activities run smoothly. Besides, the organisers of the event will be responsible for the staff members (Wolf & Wolf, 2005). All the staff members will report directly to the organisers of the events. At the end of the event, the organisers will be responsible for paying the speaker courtesy of the collected revenue due to sale of tickets.
The other category of the stakeholders is the audience. This event is for the audience. Without the audience the event will be incomplete. The audience is expected to cater for their tickets. In addition, there are various sitting arrangements within the auditorium that the audiences will selected on the basis of preferred choice (Wolf & Wolf, 2005). The price for the ticket will depend on the selected or preferred mode of seat. It is expected that the audience will be careful especially when handling the equipment within the auditorium (Tum & Norton, 2006). The event expects that the audience will enjoy the musical conference especially in relation to the speakers and the live performances. In respect to food items, the audience are allowed to carry some food items but they must observe utmost cleanliness within the auditorium. There will be dustbins around the auditorium and audiences are expected to use them in disposing off any wastes or food packaging that they shall have carried to the auditorium (Damm, 2011). It is expected that during the presentations and performances, the audience should give the presenters and performers ample time.
The last category of stakeholders is artists. There are specific artists that perform “Butterflies Musical” who will be invited in order to perform in the event. Artists are expected to provide their best in terms of the performances (Friedman & Scholnick, 2014). During the presentation, the artists will be required to give a short performance. It is expected that at the end of the event there will be presentation of gifts. The artists will be amongst those people who will be awarded some gifts. At the end of the event, the audience will help in identifying the artist who performed best during the event and then the selected or identified artists will be awarded with some gifts (Allen, 2008). The event is aimed at creating awareness and promoting the “Butterflies Musical”. In this respect, the artists will be required to provide live performances that are associated with the same aspect. All the three categories of stakeholders will significantly benefit from the proceedings of the event that is being planned.
4. Team
Apart from the stakeholders, there are three main teams that will be responsible for ensuring that the planned event becomes successful. The main teams include the event team, marketing (promotion) team, and the ideal team. The following is an illustration of the roles, responsibilities, and analysis of the three teams that will be in-charge of the success of the event.
4.1 Event Team
Event team is the overall management team that will always ensure that the entire event is successful. Event team will be in-charge of organising the entire event. Amongst the activities or tasks that will be performed by the event team include receiving of the themes for the event and the data of the event courtesy of the different organisers (Lambrou & Panayiotou, 2013). In addition, the event team will be responsible for receiving the mailing lists for the invited speakers, merging, posting, and receiving of replies for invite letters. It is the responsibility, obligation, and duty of the event team to confirm the booking of the speakers besides listing, agreeing, and selecting the venue. Through the event team, it is expected that all the required activities or programmes for the day will be successful (Conway, 2014). Event team will be composed mainly of the members of the organising committee, a representative of the marketing team, and a representative of the ideal team. It is important to bring on board such representatives so that their teams act congruently with the event team. Without bringing them on board, it would be difficult for the entire team to act without conflicts. It is the duty of the event team to design the budget (already designed and included in this event planner) and also the timetable for the activities that will take place during the event.
4.2 Marketing (Promotion) Team
The other team that will be crucial for the success of the event is the marketing or promotion team. As mentioned earlier, “Butterflies Musical” is a new concept and is not widely known across the globe. What’s more, the Hippodrome hardly acted Chinese musical (Shone & Parry, 2004). In this respect, the attendance will be determined by the amount of marketing and promotional activities that will be put in place. The marketing or promotional team will be responsible for designing marketing strategies and media forms, which are essential in creating awareness of the event and also convincing the members of the public to attend the event (Wendroff, 2004). Amongst the media forms that the marketing or promotional team is expected to design include banners, fliers, and even the use of word of mouth or a van with a public address system that goes around the city trying to create awareness and convince the audience to attend. In addition to creating awareness and promoting the event, the marketing team will be in-charge of designing and printing tickets (Allen, 2010). Even though the printing of tickets for the event will be outsourced, the marketing or promotional team will be in-charge of overseeing the activity or the process. The marketing team were also involved in the designing and developing of the budget and ensure that it is adhere to sufficiently.
4.3 Ideal Team
The last team is the ideal team. The ideal time will in-charge of overseeing the activities that are planned and conducted by the event team and marketing or promotional team (Della, 2013). It is important to have an overseer for the purposes of ensuring that the budget and the timetables or schedules are followed to the latter. The ideal team will ensure that every resource has performed its intended role within the event. Ideal team will be like the auditors of the event, who will always ensure that the event goes on as planned (Della, 2013). Notably, the identified teams will work in unison with each other. Therefore, the three aforementioned teams will always work together in ensuring that the objectives, aims, and goals or missions of the event are fulfilled adequately.
5. Budget
The budget of the event considers the speaker, publicity, venue, staff, entertainment, and catering. In overall, the entire event will require a budget of £16,038. The various sub-headings and the specific aspects of the budget are illustrated in the following table.
PAY
QUANTITY
COST (£)
Speaker
Speaker fee
2
200
Microphone
400
LED screen
1
200
Travel and hotel
208
Publicity
Invitations
250
Tickets
800
Posters
200
Handouts
150
Photographer
5
400
Press kit
50
Postage
80
Design
500
PR consulant
2
1200
Venue
Hire
1
1000
Insurance
100
Decoration
200
Prop
1000
Staff
Event manager
1
0
Tech staff
4
1000
Welcome host
2
500
Volunteers
10
0
Entertainment
Gifts
1000
Contingency
Catering
600
Total
16038
It is important to note that even though the entire event will cost £16,038, the event is hoping that from the 1200 tickets printed and at least 90% of the audience will turn up. Under a normal event in Birmingham Hippodrome, a ticket for a musical concert goes for between £25 and £60 depending on the sitting positions. In order to attract more people, the event will charge between £23.99 and £44.99 (this is psychological priing strategy that will be employed in charging for the tickets). From the projections, 90% of 1200 translates into 1,080 people. If these 960 people pay on average £34.50 (average of £23.99 and £44.99) each, the event will collect £37,620, which is more than twice the amount that will spent on organising the entire event.
6. Benefits
The planned event of “Butterflies Musical” will be of great benefits to the audiences, marketing team, and partners. The following sections describe the benefits that will accrue to the identified stakeholders.
6.1 Audiences
Audiences will have a chance of experiencing “Butterflies Musical” concept especially as it relates to the contemporary “Romeo and Juliet” music in China. Indeed, there are numerous aspects of contemporary music. In the planned event, the audiences will have a chance of experiencing the new form of music that is coming up in China (Shone & Parry, 2004). Different presentations will be made concerning the “Butterflies Musical” in China for the purposes of creating awareness of the aspect of music. Apparently, it is clear that majority of people including Chinese have very little knowledge about the existence of the “Butterflies Musical”. It is important to teach them and create awareness so as to pave way for the artists of the music genre to not only be popular but also famous and create a livelihood from the same (Wendroff, 2004). Consequently, the event will make the audiences aware of the new form of music in China; hence, the audiences will have additional knowledge and information pertaining to the music.
The other benefit that audiences will enjoy is the socialisation and interactions between them and the artists as well as amongst themselves. Socialisation and interactions are significant aspect in the growth and development of an individual (Allen, 2010). Through socialisation and interactions, the audiences will be able to exchange ideas. Exchanging of ideas is very important especially in respect to the personal growth of the individuals that shall have attended the event (Allen, 2009). In addition, the socialisation and interactions amongst the audiences will create a harmonious environment and peaceful stay amongst them. Harmonious stay in an environment is associated with growth and development at personal, regional, and national levels (Shone & Parry, 2004). From this respect, the event will create a forum or an environment that will promote the interactions and socialisation between the audiences and the artists or partners as well as amongst themselves thereby deriving the benefits associated with the said interactions and socialisation.
6.2 Marketing Team
Apart from the audiences, the marketing team will also benefit significantly from the event. The marketing team is responsible for creating awareness and promoting the event (Della, 2013). In the event that all the planned activities become successful, much of the credit will be given to the marketing team. In this case, the marketing team has an opportunity to test their marketing prowess. The marketing team has the capacity and opportunity of trying whether they have the adequate skills that would enable them to create awareness and promote an activity. The number of audience that will attend will be a clear measure of the capability and capacity to effectively, efficiently, and successful promote and create awareness of a given event (Allen, 2009). Once they have tested their capacity and capability, the marketing team members will gain experience and skills relating to creating awareness and promoting events and activities across the city. Moreover, once the event is successful and the number of attendance surpasses the expected, the marketing team will become famous. The creation or designing of the event is an opportunity and chance for the marketing team to gain fame and popularity. With fame and popularity, the marketing team will be able to secure more jobs relating to marketing and promotions (Allen, 2009). Indisputably, the event is going to be a perfect platform for the marketing team to advance their dreams in marketing.
6.3 Partners
The last category of stakeholders likely to benefit significantly from the event is partner. The partners will significantly benefit from the event especially if it (event) becomes successful (Shone & Parry, 2004). Organising a successful will make the partners benefit not only from the collected revenues but also on the reputation. The reputation of the partners to the event will improve significant, which will be very essential in other projects. Partners will also have an opportunity to freely interact with different stakeholders. Such interactions are considered to be very beneficial especially in exchanging ideas. The exchange of ideas will create more knowledge for the partners of the event (Allen, 2010). As a result, the partners will have a perfect understanding of the different cultures that will be represented besides having a deeper understanding of the Chinese culture especially with respect to the “Butterflies Musical”, which is a contemporary musical that is coming up in China. With improved reputations, the partners are likely to be called upon in future to also take part in the similar events or activities. The partners will also be given gifts that appreciate their immeasurable help in making the event a success (Allen, 2009). These are important aspects in enhancing the reputation of the stakeholders. Indisputably, the partners will benefit significantly from the successful implementation of the event of “Butterflies Musical”.
7. Risk
There are various risks and uncertainties associated with the event. The first risk or uncertainty is the fact that there will be high costs of promotion and publicity. The success of an event is charged or influence by the extent to which promotion and publicity has been done (Dorfman & Cather, 2012). What’s more, even though “Butterflies Musical” is a beautiful aspect, it is contemporary, which means that it is a new form of music in China. As a result, not very many people are aware of the existence of such musical aspects (Van der Wagen, 2010). Hence, there will be a serious need to engage in extensive and intensive promotion and publicity of the event for the purposes of creating awareness and convincing the audience to attend the same.
The other risk factor associated with the event is the fact that “Butterflies Musical” is associated or based on the traditional story of China (Coombs, 2014). This aspect will lead to two main problems especially in respect to engaging the audience. Firstly, the event is targeted audiences from different backgrounds, traditions, cultures, and customs. However, since the event is based on the traditional story of China, it would be difficult to engage the audiences that come from the other backgrounds (Hopkin, 2014). The other difficulty comes in from the perspective of cultural assimilation amongst the Chinese. Even though the event is based on the traditional story of China, it is likely that there are some Chinese, in fact a good number, who are not conversant with the traditions of their origin. Consequently, engaging such audiences will also be challenging.
The other risk or uncertainty associated with the event is the fact that Hippodrome hardly acted Chinese musical before (Hopkin, 2014). Given that Hippodrome hardly acted Chinese musical, it is clear that the audiences that attend functions and events in Hippodrome are not conversant with the Chinese musical. In this respect, it will be very difficult in convincing the audiences to attend something they hardly experience. It would have been easier if Hippodrome acted Chinese musical (McNeil, et. al., 2010). As a result, the audiences in that case would have had a taste and experience on how the Chinese musical feels. From this perspective, it is clear that reaching out to the members of the public in order to convince them to attend the event will be difficult.
8. Evaluation
The main method for evaluating the event is variance analysis (Allen, 2009). In this method, evaluation of the event will be based on the revenue and specific objectives that the event aims at achieving upon its successful implementation. The first aspect of evaluation is the revenue obtained from the audiences. The revenue that is expected is £37,620. The actual revenue will be compared to the targeted revenue and the variance will be established for the purposes of future planning. If the event generates less than this amount then it would mean that the event did not achieve its targeted revenue. On the other hand, if the event generates more than £37,620, it would be clear that the event has surpassed its targets. The variances obtained will be used for future planning. For instance, in the event that the variance is negative, the event will establish some of the factors that have resulted into poor performance so that in future they are mitigated (Dorfman & Cather, 2012). On the other perspective, if the variance is positive, the event will establish some of the possible reasons that could have resulted into such enormous performance and use them in future planning. Hence, variance analysis is the main method that will be used in evaluating if the event has been able to achieve its objectives.
In addition, the evaluation will be based on the number of audiences. Even though the event is targeting 1200 audiences, the exact number of audiences will be established and compared to the targeted number. Evaluation will also be based on the number of local people that will be made aware of the existence of the “Butterflies Musical”. The targeted number is 300. Moreover, the event will identify the number of theatres invitation that will actualised against the targeted number of 2. Other evaluative bases include the number of partners against the targeted 4, number of companies or institutions that shall have given financial support against the targeted 4, the number of volunteers against the targeted 15, and the number of Chinese university students against the targeted 300. In each of the above cases, he variance will be established and reasons that could have resulted into the variance whether positive or negative, be established for future planning.
9. Conclusion
The above is an illustration of the “Butterflies Musical” event, which has been planned to take place in Birmingham Hippodrome foyer. The proposed event is about holding a publicity event like a party in Birmingham Hippodrome foyer. The event will be mainly to promote cultural exchanges through “Butterflies Musical”. Notably, the overall objective of the event to promote the exchange of culture especially as it relates to romance in China, UK, and other regions across the world as well as help in enhancing the reputation of Butterflies musical. In addition, the event seeks to engage approximately 1200 audiences, 300 local people, and attract at least 2 other theatres invitation. From the event, it is expected that the event will develop 4 partners to give support in form of equipment or other financial resources. With approximately 15 volunteers, the event is to attract and serve approximately 300 Chinese students from the university. There is no doubt that the event will aim at different objectives. Different stakeholders such as audiences, marketing team, and partners will greatly benefit from the successful implementation of the event. Even though the event intends to spend approximately £16,038, the event has forecasted that approximately £37,620 will be collected as revenue, which is more than twice the amount that will be used in the event. The event will be evaluated on the basis of the number of audiences, number of attracted partners, number of Chinese university students, total number of revenue collected, and the success of performance and presentation. The evaluation will aim at identifying the variances between the actuals and the proposed and try to establish their (variances) causes for future planning purposes.
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