Strategic Planning

1
Chapter 3

• Strategic Planning

2
Identifying Event Characteristics

• Every event is unique due to its
• Location and setting
• Timing and length of occurrence
• Theme
• Attractions
• Resource demands
• Market area
• Expected audience
• Accommodations
• Impact on the local community.

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Identifying Event Categories

• Discrete or Recurring Event at a Permanent Venue
• Continuous Event
• Street Use Event
• Regional/Multi-Venue Event
• Rural Event

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Understanding Strategic Planning

• Strategic planning differs from general planning
  in that it requires a more deliberate
  identification of the critical elements necessary
  for sustained positive results
• Strategic planning is a deliberate and
  disciplined effort to define and determine the
  role of an organization

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Understanding Strategic Planning

• Strategic planning considers the impact of the
  event on both the present and future well-being
  of the organization and the many stakeholders
  with an investment in the activities at hand
• Strategic planning leads to solutions that
  address the challenges of event planning while
  considering the impact on all stakeholders

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Understanding Strategic Planning

• Strategic planning includes reflecting on the
  past, the methodical collection of data and
  experience from the present situation and to some
  degree the ability to anticipate the future
• It requires openness to change and the ability to
  readjust the goals of an organization to meet the
  realities of the marketplace
• All planning must be strategic!

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Strategic Planning Benefits

• The benefits of strategic planning include the
  following
• Clearly defining the purpose of the
  organization and establishing realistic goals and
  objectives consistent with the mission in a
  defined time frame within the organizations
  present capacity
• Communication of these goals to the
  organizations stakeholders

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Strategic Planning Benefits

• Developing a sense of ownership of the plan
  amongst your group
• Ensuring the most effective use of the
  organizations resources by focusing the
  resources on key priorities
• Providing a base for progress and establishing a
  mechanism for informed change
• Unifying the reasoned efforts of the organization
  and building consensus

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Strategic Planning Benefits

• Providing a clear focus for the organization
• Bridging the gaps between administration and
  staff workers resulting in strong teams
• Producing satisfaction and productivity through
  increased effectiveness and efficiency
• Solving major problems

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Benefits of Strategic Planning

• Increased productivity and the effective and
  efficient use of resources are more probable with
  strategic planning
• The recorded strategic plan offers a baseline for
  evaluative purposes helping to perpetuate
  effective management for future events.

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Strategic Planning Strategies

• An environmental scan is a tool used to help a
  group arrive at a common or shared perception of
  the organization
• Strategic plans can be
• Goals-based
• Issues-based
• Organic or growth-based

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Identifying Critical Organizational Elements

• SWOT Analysis
• Strengths - positive characteristics that exist
  within the organization
• Weaknesses - internal negative characteristics or
  liabilities that may be real or perceived
  barriers to success that exist within the
  organization

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Identifying Critical Organizational Elements

• SWOT cont.
• Opportunities - externally positioned positive
  aspects support success and allow for greater
  inclusion of additional stakeholders and the
  expansion of the sphere of influence of the
  organization
• Threats - externally located negative
  characteristics that can prevent success

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The Process of Decision Making

• Decisions are most effective if they relate to a
  pre-determined structural understanding of the
  organization and its short- and long-term goals
• SWOT aids in decision making by creating this
  structure
• Prioritization of tasks by their relative
  importance and urgency also helps

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Planning Backwards

• Identify desired completion date
• Identify major tasks
• Identify detailed tasks
• Determine estimated times
• Determine dependencies
• Determine resources
• Establish control procedures
• Send out for comments
• Review and make changes

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Linear and Cyclical Characteristics of Planning

• Planning is linear, suggesting that the process
  moves forward (think left to right or top to
  bottom on a page) allowing you to visually track
  progress.
• Planning is also cyclical in that decisions
  regarding progress might include returning to
  prior stages of the process to change elements,
  reevaluate procedures, re-assign resources

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Strategic Stakeholders

• A core group of influential stakeholders should
  be identified and invited to participate in the
  planning process
• The event committee should have a mix of staff
  and volunteers each bringing a definable strength
  to the committee

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Strategic Stakeholders

• Include individuals who
• can provide key information
• have needed expertise
• have access to external funding, sponsorships,
  and other revenue streams
• have the authority to implement the plan, to
  choose goals, and to allocate resources to meet
  the goals
• represent community interests that may either
  benefit or be harmed by the proposed activity

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Event Management Models

• Strategic management should incorporate a plan
  that ensures the value of the event, the presence
  of resource support for the event, and the
  operational feasibility of the event
• Many event management models are available for
  review and implementation

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Planning Tools

• Organizational Charts
• The chart can identify the hierarchical structure
  of the organization, the layers of authority and
  responsibility, as well as the chain of command
  for receiving and delivering information

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Planning Tools

• Critical Path Analysis - identifies the minimum
  length of time needed to complete a project by
  identifying the dependencies and sequential
  relationship and time requirements of individual
  tasks

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Critical Path Analysis Key Elements

• Determining what tasks must be carried out
• Prioritizing tasks
• Sequencing the activities
• Identifying resources needed
• Identifying parallel tasks
• Determining the shortest time to complete the
  project
• Shortening times whenever possible

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Gantt Chart

• This graphic display includes a task list,
  identification of resources needed, and a very
  detailed timeline for the initiation and
  completion of the task
• The chart allows for the identification of
  milestones or checkpoints along the way as well
  as providing a proportional depiction of the
  extent of completed work.

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Event Design

• Design suggests more than merely assembling the
  components of your event. Design calls for a
  certain level of immersion in the creative
  process
• Designing an event acknowledges the raw materials
  but also seeks to accentuate those elements that
  will inspire both the event organizers and the
  event visitor

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Events are Sensual

• Our ability to see, hear, touch, taste, and smell
  allows us to form multi-sensory impressions. An
  event should be appealing to all five senses
• Take a virtual, sensual tour of an event and
  imagine the impact of all elements of the event
  on the five senses. Alter the experience to
  eliminate unpleasant sensory experiences and
  increase opportunities for positive sensory
  interaction