WEEK 3: EVENT DESIGN & ARCHITECTURE & EVENT VENUES
WHAT IS EVENT DESIGN?
Event design is the conception of a structure for an event, the expression of that concept
verbally and visually and finally the execution of the concept.
WHY DESIGN?
The objective of designing products and services is to satisfy customers by meeting their
actual or anticipated needs and expectations.
PURPOSE?
Designers will seek to create things that:
-are aesthetically pleasing
-satisfy needs
-Meet expectations
-Perform well
-Are reliable
-Are easy to produce and deliver
PRODUCT AND PROCESS DESIGN
● Goods and services must be designed to meet (or exceed) the needs of the
customer on a reliable basis (i.e. provide quality)
● Processes must be designed to produce/provide quality goods or services on a
reliable,cost effective basis.
● Product and process design is inextricably linked to New Product Development and
innovation
Would you want to be a market leader?
PRINCIPLES OF SERVICE DESIGN
- Know your customers
- Which needs do you want satisfied or does it depend on the event?
- Develop a service strategy and position the service for competitive advantage.
- Design the service, delivery system, human resource requirements and tangibles
simultaneously.
- Design service processes from the customers’/employees’ perspective.
- Design back room operations to support front room operations.
- Incorporate data collection in process design - determine the extent of customer
contact and participation.
- Design employee and customer loyalty into the system
- Improve continuously
FEASIBILITY
One of many functional filters which can act as help or hindrance to an innovation.
Acceptability (do we want to undertake this/is there customer demand?) and vulnerability (do
we want to take a risk with this innovation/consequences?)
If feasible, the event is introduced on a limited scale or for a limited period at limited cost in
order to evaluate its performance.
Feedback from customers and staff plus appropriate collected data (e.g. sales, profitability)
are used to:
● Refine the prototype
, ● Determine whether the event will launch
What are some of the issues you would experience with events when pilot testing them?
SCALE-UP
This stage involves taking the prototype and ‘scaling it up’ ready for eventual launch.
Usually expensive and usually left until the end.
MARKET TEST & LAUNCH
● In some cases, the event is still not launched, instead another, larger version of the
pilot test is undertaken.
● In theory, no product should fail the market test, its aim being to confirm the success
of the NPD process.
● Assuming that the market test is successful, the event is launched.
● Continuous evaluation of the launch.
WHAT SHOULD IT DO?
The new product/service should…
1. Produce ‘something’ which is fundamentally different from what already exists
2. Provide recognisable benefits for customers
3. Be creative and new
4. Be able to target specific market segments
EVENT CONCEPT
When considering and designing a full experience for event attendees - 4 key questions:
● What actions/experiences will occur?
● Where will they be located?
● When/in what order will they occur?
● What resources are required to deliver them?
STAGING AN EVENT
The term comes from the theatre - the act of presenting a play on a stage:
1. Theming and event design
2. Programming/venue
ELEMENTS OF STAGING
● Theme
● Venue
● Programme
● Production resources
● Decoration
● Catering
● Performers
● Crew
● Audience
● Site and stage layout (site planning)
THE STAGE
WHAT IS EVENT DESIGN?
Event design is the conception of a structure for an event, the expression of that concept
verbally and visually and finally the execution of the concept.
WHY DESIGN?
The objective of designing products and services is to satisfy customers by meeting their
actual or anticipated needs and expectations.
PURPOSE?
Designers will seek to create things that:
-are aesthetically pleasing
-satisfy needs
-Meet expectations
-Perform well
-Are reliable
-Are easy to produce and deliver
PRODUCT AND PROCESS DESIGN
● Goods and services must be designed to meet (or exceed) the needs of the
customer on a reliable basis (i.e. provide quality)
● Processes must be designed to produce/provide quality goods or services on a
reliable,cost effective basis.
● Product and process design is inextricably linked to New Product Development and
innovation
Would you want to be a market leader?
PRINCIPLES OF SERVICE DESIGN
- Know your customers
- Which needs do you want satisfied or does it depend on the event?
- Develop a service strategy and position the service for competitive advantage.
- Design the service, delivery system, human resource requirements and tangibles
simultaneously.
- Design service processes from the customers’/employees’ perspective.
- Design back room operations to support front room operations.
- Incorporate data collection in process design - determine the extent of customer
contact and participation.
- Design employee and customer loyalty into the system
- Improve continuously
FEASIBILITY
One of many functional filters which can act as help or hindrance to an innovation.
Acceptability (do we want to undertake this/is there customer demand?) and vulnerability (do
we want to take a risk with this innovation/consequences?)
If feasible, the event is introduced on a limited scale or for a limited period at limited cost in
order to evaluate its performance.
Feedback from customers and staff plus appropriate collected data (e.g. sales, profitability)
are used to:
● Refine the prototype
, ● Determine whether the event will launch
What are some of the issues you would experience with events when pilot testing them?
SCALE-UP
This stage involves taking the prototype and ‘scaling it up’ ready for eventual launch.
Usually expensive and usually left until the end.
MARKET TEST & LAUNCH
● In some cases, the event is still not launched, instead another, larger version of the
pilot test is undertaken.
● In theory, no product should fail the market test, its aim being to confirm the success
of the NPD process.
● Assuming that the market test is successful, the event is launched.
● Continuous evaluation of the launch.
WHAT SHOULD IT DO?
The new product/service should…
1. Produce ‘something’ which is fundamentally different from what already exists
2. Provide recognisable benefits for customers
3. Be creative and new
4. Be able to target specific market segments
EVENT CONCEPT
When considering and designing a full experience for event attendees - 4 key questions:
● What actions/experiences will occur?
● Where will they be located?
● When/in what order will they occur?
● What resources are required to deliver them?
STAGING AN EVENT
The term comes from the theatre - the act of presenting a play on a stage:
1. Theming and event design
2. Programming/venue
ELEMENTS OF STAGING
● Theme
● Venue
● Programme
● Production resources
● Decoration
● Catering
● Performers
● Crew
● Audience
● Site and stage layout (site planning)
THE STAGE
