Alton Towers Resort

Business of Leisure

PLANNING AN EVENT

Event management

“The process by which an event is planned, prepared, produced and evaluated.”

Event-mania

• In pairs, list as many different types of events as you can – big and small.

• Think of examples, e.g. Music concert, birthday party etc.

Alton Towers Resort events

Masquerade Ball

Scarefest Halloween event

Pink concert

Fireworks display

Alton Towers Resort events

Corporate Consumer

Event Manager

• You are an Alton Towers Resort Event Manager.

• Big Company has contacted you because it is interested in organising a corporate event. Study the information on Student Worksheets 9- 10.

• You need to propose an event that will meet Big Company’s needs.

Evaluating corporate event success

• How would you rate the event?• Suggestions for improvement?• What did you enjoy most / least?• How would you rate the event

leader?• How would you rate the

organisation of the event?

• How would you rate the food?• How would you rate the

accommodation? • How much fun did you have on a

scale of X to X?• Do you think the time was

planned / filled well?• Would you recommend the event

to another company?

Key considerations

Event four Ps

Scarefest

Scarefest

Who is Scarefest targeted at?

• Consumer event• Audiences:

– ‘Up for it’ families with children

– 16-24 year old ‘thrill seekers’

Scarefest

Explain the four Ps for this event.

• Product - a combination of indoor and outdoor scare attractions for people looking for scary Halloween experiences.

• Promotion – target market is up for it families with children and thrill seeking young people. Range of media was used to target them, including PR, direct mail, press advertising and digital.

Scarefest

• Price – value for money price packages were offered specifically for adults, children and families.

• Place – event took place on the Park, helping to drive more visitors during Halloween. Tickets could be purchased online, at the Park and by phone.

Explain the four Ps for this event.

Scarefest

What are the benefits of this event to Alton Towers Resort?

• Drives more visitors to the park during Halloween.

• Drives extra revenue. • Provides a unique and

memorable experience for visitors, creating ‘talkability’.

• Provides a good opportunity to gain media attention and to advertise the park.

Scarefest

How could Alton Towers Resort evaluate whether the event has been a success?

• Customer surveys• Staff surveys• Awareness amongst

customers / marketing analysis

• Track and measure:– Objectives delivered?– Financial targets

achieved? – Deadlines achieved?

Event evaluation