Elements Of Logistics In Event Management

Elements Of Event Logistics

A description of the elements of event logistics is given by Bowdin et al. Since event logistics pertain to a particular event, there is a definite preparation, lead up, execution and shutdown. The areas which are essential to event logistics can be understood as under:

Supply: Supply is further divided into three areas – customer, product and facilities. It is also concerned with the procurement of goods and services.

Transport: Special consideration has to be given to the transportation of the required goods and services as these can involve major costs to an event depending on the type of event.

Linking: Being a part of the overall planning of an event, logistics is linked to all other areas. For this purpose an operations or logistics manager is often appointed, particularly for large, complex and multi-venue events. The logistics manager functions as part of the overall network management structure.

Flow Control: This refers to the flow of product, services and customers during the event.

Information Networks: There has to be efficient flow of information during the event and this is the outcome of efficient planning of information network.

 

Supply Of Customers

Customers are attendees of the event. They can be audience (concert), visitors (exhibition), participants (workshop), spectators (sports), delegates (conferences), or client (corporate event).

Marketing And Promotion

Planning of logistics is closely linked to the marketing of an event. The supply of customers is an outcome of marketing activities done to publicize the event. The numbers, geographical location and expectations of the customers will affect the logistics planning. For instance an event organized for the customers of its own company versus an event which has done a nationwide publicity to invite customers from all corners of the country will vary at large in terms of their logistic planning. Popular events such as road shows or concerts attract large audiences from various parts of a region and audience increases if
publicity is spread nationwide. This provides opportunities for special negotiations with hotels and transport facilities such as buses, trains and flight companies. Hence there is a direct linkage of logistics with marketing of an event.

Ticketing

Corporate events and many public events are mostly free of cost. But you must be aware by now that not all events are free of cost. In events where there is an entrance fee, ticketing becomes one of the major sources of income. Though printing and pricing do not directly fall under logistics, the onus of distribution, collection and security fall directly on logistics. Ticket collectors should be trained to deal with public, directing the public to move through the entrance and to make sure that access is controlled at appropriate areas. Selling tickets at gates and counters give rise to security problems in the collection, accounting and deposition of funds. Security considerations such as holograms on the ticket are also important. As a logistic manager, one has to monitor several aspects like artwork on the ticket, printing schedule, distribution, collection of tickets, and accounting. Also crucial is to monitor outlets to be used for the sale of tickets (such as retail, internet, mobile phone, or at the venue gate); method of payment to be used (by both customers to ticket distributor and ticket distributors to event authorities); schedule of payment for ticket distributors to event authorities; ticket collection procedure at the gates; ticket depositing of system; reconciliation of number of tickets; and auditing of accounts.

Queuing

Queuing at the entrance for tickets, parking or for just entering the event premise is often a first experience that a customer has at the event. Once the customers are inside the event, they might face queues at food counters, seating and toilets. Queuing or waiting time in any of the above-mentioned areas becomes one of the contributing factors in evaluating the event performance. Logistic manager therefore, must make adequate arrangements for avoiding queues.

Sometimes over-supply of customers is due to excessive marketing and sometimes free events attract too many customers. The logistic manager must anticipate these situations before hand and make a plan accordingly. Pre-sale of tickets can help the logistic manager in estimating the count of expected customers and thus making sufficient arrangements for them.

The factors, which one can keep in mind while addressing queuing are: number of queues and possible bottle necks; adequate number of personnel controlling the crowd, collecting tickets or security allocated; time and duration of the queues; venue size; proper signage, lighting of routes and crowd friendly barricades for customer’s movement; adequate sun and rain protection; and first aid for
emergencies.

Transport

The time consumed in commuting to an event often becomes a deciding factor for attending the event. Certain events such as concerts, workshops and conferences require the audience to arrive almost at once. Event manager describes this type of arrival as ‘dump’. While, there are other events such as festival celebrations, exhibitions, ‘melas,’ camps and fairs where the audience come and go over a larger period of time. This type of audience movement is referred to as ‘trickle’. Each of these requires a different logistics strategy. Aspects such as arrival and departure are a part of event hospitality experience. Parking facility and traffic control create a lasting impression of the event on the audience. Logistics problems like parking and transport can become a significant issue for event managers and are an essential part of license requirements for an event. Selection of the venue is directly linked with method of transport to be used which in turn influences the overall cost of the event. Venue selection takes into account the availability and cost of transport to and from the site, and also to other facilities. For large events, festivals and republic day parades, logistic elements for the transport of customer to the event involve permissions from the transport department or police, road closures and sufficient signage to reach the event for ensuring quick arrivals of customers and equipment, with minimum trouble to the local community. Informing the local taxi service is also a way to promote the event.

For an event manager, the checkpoints which need to be kept in mind while handling transport and parking are: means of public transport available along with their frequency; services of taxis; contacting relevant authorities (municipalities and police) for information and permission; proper signage system; facility of parking, personnel at parking and issue of towing; back up transport system; own transport system; provision for private buses and space for their turning circle in venue area; distance of the event site from the parking area; facilities for disabled customers; and at what rate the customers are estimated to arrive.

 

Supply Of Products

Every event has its own product portfolio, which means a variety of products and services to be presented to the customers. Unanimously, these activities on the product portfolio create an event experience. For instance – in a large festival, the product portfolio may include stalls of traders from different states and state wise performing groups for entertainment; in a small conference, the product may include just the speaker and video material. The launch of a mobile phone brand called Asus Zenfone 2, by the Mumbai based Event Planning Company EO2, included a product portfolio consisting of a performance by singer Aditi Singh Sharma, and unveiling of the phone by Bollywood actor Saif Ali Khan at this grand event. It should be noted that a product can also include venue facilities, the audience and their networking with each other, in which case people become part of the product portfolio. This is why the term ‘event experience’ is used to cover all aspects of the customer experience. Various products in a product portfolio of an event management have their own requirement for logistics. These individual logistic needs require to be integrated into a main logistics plan to have a comprehensive logistics plan.

Transport

If the product portfolio includes a cultural dance performance by performers from overseas for a festival, the transport would be of products such as equipment, dresses, artists, support performers from overseas. It is the responsibility of the logistics manager that s/he provides the clearance which could include issues such as licensing, taxes on goods, clearance for all the equipment and goods to be used by the artists, and receiving them from pick-up point that could be an airport or railway station to the site. A large account with the airline company will allow the event manager or logistics manager to negotiate for savings, discounts, free seats or free excess charges. The ‘meet and greet’ at the airport and the journey to the event site will enable familiarizing of the artists with the event. Site map, accommodation, rehearsal times, location of restrooms, dressing rooms, props, equipment and transport for the performers could be included in the event kit for them.

Accommodation And Needs On-Site

Every artist expects a special treatment and this should be anticipated by the logistics manager beforehand. Artists such as performers, speakers, chief guests and entertainers should be given separate accommodation, different from the accommodation provided to the audience. In business management, until and unless we do not invest on a particular commodity, we cannot expect the best out of it. Similarly, in event management, accommodation and comfort of artists have to be seen as a means of investment. The objective is to get the best out of the ‘product.’ Substandard accommodation definitely reduces their value and ultimately defeats the event goal. The location of the accommodation should be accessible to the event site, and on priority of tasks for the event/logistics manager.

Besides this, every artist has needs such as food, transport on-site, drink (if required, as in the agreement), movement of equipment specific to their performance, stage and back stage facilities, and storage needs, which need to be catered to. An effective way to approach this is to be sensitive to their needs and think from their perspective. An efficient event manager anticipates the needs and requirements (on-stage and off-stage) of an artist beforehand. This skill often comes with experience.

 

Supply Of Facilities

Supply of facilities to the event site include storage of consumables (food and drink) and equipment and the maintenance of equipment, water supply, power, toilets, generators, fencing, catering, security, tent and sound system. However, these requirements vary from venue to venue. In case, the event manager goes for permanent venue, such as in the case of small events such as evening parties, conferences and exhibitions, then most of the facilities are supplied by the venue itself. The catering, toilets, power, security, generator, water supply, and storage facilities are mostly part of the venue in such cases. For large events, or more innovative events, such as an outdoor festival or an event held in the open, facilities such as sound systems, fencing, generators, security, earth moving equipment, and sometimes even toilets have to be sourced in. Facilities also travel with different festivals. In case of an innovative event such as one which is to be done in an abandoned warehouse or a wasteland, arrangements of equipment require a long lead time due to the requirements of rare props and equipment for unusual venues. Marquee hire and booking of sound systems need to be done in advance.

 

Logistic On-Site

So far we have understood that logistics is the management of the flow of goods, services, information and other resources, including energy and people, between the point of origin and the point of consumption. Thus, the flow of materials and people around the site, and the communication networks become a very important areas of logistics.

Flow

Events feature a large amount of movement on the site. Even for a normal event many factors of traffic flow must be considered. Artists will move from accommodation to equipment storage areas, then to rehearsal area and from rehearsal area to stage. After the performance, the artists will return via the storage area to return equipment, to go to the green room to take rest. As the performers are transported around the site, the media, audience and VIPs are on the move. VIP will move from the seating area to stage. Suppliers will move with their equipment. Customers will move once the event starts. This movement of people on the site is known as the ‘flow’ and movement of people is often referred to as ‘event traffic’.

Each event contains surprising factors in traffic flow. In the Festival de Cannes or the Cannes Film Festival, coordinating thousands of limousines, mostly containing celebrities, together with other cars and traffic, could cause significant logistics problems while moving in the city. In a large festival, access to roads during the event will have to accommodate: artist and equipment transport, emergency fire and first aid access and checking, waste removal, stall set up, continual supply and removal, food and drink supply, security, maintenance and removal, staging equipment set up, and site communication. As the event grows in size, the flow of event traffic grows more complex.

A small event like an anniversary celebration with a gathering of 100 people may just have a flow of caterers and venue people during the set-up and flow from kitchen to dining area when the event has started. However, a large event such as a trade fair with large numbers of venues within the event site will have hundreds of suppliers (such as caterers, audio-visual suppliers, entertainers with their equipments, security personnel, electrical engineers, staging set producers, first-aid operatives, tent suppliers, waste removal people, cleaning and toilet suppliers). All of these suppliers need to be able to flow within the site in such a smooth manner that their movements do not obstruct any other activity.

Later on once the event starts, these movements need to be controlled in a much more efficient way as event traffic grows harder with the increasing movement of customers when movement of suppliers is still on. This event traffic needs to be given due importance by the logistics manager. Arrangements are important such as: creating a separate path and parking area for the suppliers so as to have least obstruction with customer flow during the event; and not allowing the suppliers to move during peak times such as guests’ arrival, tea-breaks or lunch sessions.

For instance it could be impossible or unsafe to move anything around the venue during a football tournament or large catering equipments in a seminar when it is on. These peaks and lows have to be anticipated by the logistic manager in the overall event logistic planning. The Vodafone Ball, organized by Euro RSCG Skybridge Group is an example of successful logistics, where because of meticulous planning, 11,500 guests sit down to a silver-service meal each time, with 2500 catering staff to coordinate. This successful planning has earned a place in the Guinness Book of Records for the largest silver-served sit-down meal in the world. Logistics should also consider people with disabilities and people during emergency.

Backdrops, Staging And Lighting

The backdrop or staging not just depicts the location of a screen but is also a place where corporate or marketing image is demonstrated. The backdrop could be a simple screen with a banner and little bit of special lighting or could involve technical expertise that incorporates stage design elements. These elements could be anything from preparation and construction of stages to back projection and theatrical-style lighting. Light projectors are mostly used for backdrops. Project screen designs could be purpose-made with a company logo or any required theme, to be used a backdrop. For special and large scale events such as concerts, video walls consisting of TV monitors are used so that audiences can see the performers. Usually the event production company works regularly with a particular venue. But if this is not the case, the production company may have to take up preparatory site work to assess factors such as available space, the open ground or banquet hall, power and structural capacities. In order to ensure that everything gets to the right place when needed the event coordinator or logistics officer plays a significant role. Lighting up of venues involves provision of ambient lighting, to highlight artists, speakers, to light backdrops and to enhance the atmosphere. There could be decorative illumination in VIP rooms, dining areas and foyers.

The major function of lighting should be to provide adequate illumination in both public and support areas, for their proper functioning and to provide a pleasant general ambience. Corridors, toilets, reception and foyers should be well-lit. Priority of the purpose of lighting should be safety, making people feel secure, especially in terms of traffic flow and routes, in and around the venue. The scalar illumination of public rooms should be 200 lux typically. Emergency lighting is important and is a legal requirement. Exits should be properly illuminated and emergency lighting sufficient enough for escaping the venue. Due to expensive equipment like computers, security lighting is also necessary and also in car parks. Lighting control systems, dimmers and sensor switches should be given due consideration.

The Communication Set-Up

Communication helps us to keep connected and have a coordinated approach. On-site effective communication among the staff members, organizers and suppliers should be a key concern for logistic manager. In small events, this objective of effective communication can simply be achieved by mobile phones or loud hailers. However, for the events as large as trade fairs, these methods will prove impractical, expensive and inefficient. At the same time, communication in such events has to be highly targeted, timely enough to allow people to act on it. Also, the communication system needs to be robust enough to remain active and functional at the time of emergency. Keeping these requisites in mind, the event manager considers a variety of communication methods and devices. These include two-way radios, signage, runners, loud hailers, flags, short range FM radios, wi-fi, Bluetooth, and bulletin boards. In fact, in large events, the logistics plan must contain an on-site communication plan. Communication, in a large event must allow the communicator to pass a message to multiple people in one go. For example, when an extremely large event takes place in an arena-type venue, a need for communication between more than one technician and between the event coordinators can happen effectively by providing a communication ring. This can be done with the help of a land line, radios or cell phones. To allow crews to set up systems, and to allow frequencies for events’ radio communications, sufficient time must be given. The communication plan usually contains the list of names (staff/event organizers), their position, on-site location, mobile numbers, radio numbers, responsibility assigned, and line of manager.

The logistics officer should prepare a contact listing that acts as an event phone book, both for internal and external contacts. The logistics officer, working with the marketing officer and the overall event-coordinator, must organize pre-event meetings and use tools such as site maps, bulletins and newsletters to convey issues to the staff, crew, artists, volunteers and helpers, for achieving coordination of efforts.

Amenities And Cleaning

Cleaning and clearing are aspects that are sometimes neglected in the servicing of venue sites and events. At some convenient point during the program there should be a break so that there is an opportunity to clear the bins, minor rubbish and other stock. The logistics manager should plan this to happen at regular intervals and this is called ‘preventative’ action. Sometimes matters may be as simple as clearing a broken glass, or sudden when a guest who has over-indulged at dinner throws up on the way to the toilet, resulting in a messy vomit in the corridor. If there is delay in clearing up such a mess or responding to cleaning needs, it shows lack of correctly planned equipment apart from negligence by cleaning staff. Hence cleaning equipment and materials should be within access of the support staff and be always available. The site map showing amenities is an indispensable tool for the event manager. Amenities are facilities such as health clubs or swimming pools that are for people’s convenience or enjoyment. For big events such as festivals and exhibitions, amenities are shown in a logistics site map. The logistic manager while planning is not only required to plan for amenities and incorporate them into an event plan but is also responsible of cleaning and maintenance of those amenities. For open events such as marathon races, open air concerts, motor racing or other sport activity where public amenities such as roads are to be used, the logistic manager should liaise with local bodies and local communities for traffic management, parking management, waste management, drainage considerations, safety and noise control. The logistic manager should be able to anticipate the impact on environment that the event would have.

Another concern for the audience in any event is the provision of well maintained toilets. The Health and Safety Executive (HSE) provides guidelines in this regard. Provision of toilets depends on the type of event and duration of the event. There should be adequate provision of toilets separately for females and males. Hand-washing facility should be provided sufficiently. Logistic manager should also make provisions for people with special needs. Solid waste management is another important area that needs to be addressed. This aspect requires planning, from placing enough bins to finally disposal of the waste collected. The number of bins and workers, shifts, timelines for collection and removal of skips should all be contained in the logistics plan.

Apart from the above basic amenities, the logistic manager can include cloak rooms, first aid, swimming pool, ATM facility, internet café, crèche, waiting areas for senior citizens, and meeting points depending on the type of events. An HSE for every country would be an ideal source to provide guidelines for health and safety in events.

Consumables

Logistics aspects of the consumables that include food and beverage deal with its storage and distribution. Food stalls and beverages come under the management of a stall manager/food committee as food and beverages (F&B) have regulations to be followed. However, from a logistic perspective, the logistic manager is primarily concerned with its storage and distribution. The food committee works out the need for transport, gas, electricity and plumbing and sends it to the logistics manager.

The key factors that should be considered are – space, stall design, position and menu requirements; licensing in case of liquor; infrastructure required to set up the stall; health and safety regulations, insurance and payment to workers; arrival, setup, and leaving time; cleaning arrangements; and any special security needs. Stallholders understand the need for ongoing health, electricity and waste disposal inspection.

One of the aspects which need attention is the organization of catering. Catering varies with the type of event, event size and type of venue. For most events food supply is usually not problematic. Small events may have in-house staff for catering. In some cases buffets systems are popular at events and catering is required only to the extent of water, beverages and snacks. For large events provision of sufficient stock of pre-cooked or semi-cooked food such as French fries (to be cooked later at the event site) may require their getting imported from another region, while ensuring adequate supply of onions may require sourcing from a local vegetable supplier. For those events that run over multiple days, logistics of fresh supplies to be delivered overnight and food storage will have to be worked out, for which staff and security will be required. Nowadays catering is mostly included in the contract while booking the venue, and in some cases catering is outsourced. For feeding the public, the manager would need requirements of the staff and volunteers. The logistics manager must take into account that catering for VIPs, guests, sponsors and artists requires a separate plan from the general catering. Leftover food which has to be distributed to welfare organizations and poor people. The disposal of leftover food will also need close scrutiny.

Technical, Media And VIP Requirements

Media coverage has its own set of requirements which need to be assessed. For instance, television cameras require special lightings that usually shine into the eyes of the audience, and separate microphones during recording or broadcast of speeches or music is required. Production crew and requirements for television power involve movements which can be distracting during the live performance. Hence such arrangements cannot be left until the date of the actual performance. All the more, the artists would need to be informed about these otherwise it might disrupt their live performances. Today’s technical requirements are becoming increasingly sophisticated to the extent that event managers sometimes outsource the hi-tech needs of clients to production or multimedia companies. Multimedia can include video, computer-generated texts and graphics, transfer of pictures from digital sources and insertion of sound or video into presentations. Development in communications nowadays enables use of video conferencing and, at large-scale events, uses satellite links from one continent to another, enabling presentation (PPT) of a speaker for example in India to be made on a video call to Australia. Sound reinforcement is another requirement that is provided by loudspeakers, microphones and amplifiers. For using soundtrack, prior permissions need to be sought as per laws of that region, as there could be issues of copyright for music and video. Venues that make suitable equipment along with venue management and technical staff available, should request the presenters to visit the venue and test their equipment at least a week before the event. For hi-tech presentation and computer-based presentations this is particularly important.

VIPs requirements entail special security measures as their needs are to be given importance along with their separate seating arrangement, and separate food areas. Both, media coverage and VIP requirements add to the cost of the event. The event manager has to weigh the benefits in calling VIPs, the political implications in having them for the event, and has to draw a balance between the increase in marketing of the events due to media coverage, VIP and extra resources that are needed for them.

Emergency Procedures

A plan to handle the emergency situation must be well incorporated in the logistics plan. Emergency procedures could be anything ranging from staff qualified to do first aid, to using ambulances, to the compilation of a major disaster or incident plan. This aspect cannot be skipped or underestimated. Since emergencies do not give time to get prepared when they occur, an experienced event manager does not wait for emergencies to occur in order to make a plan to handle it, rather s/he is ready with the action plan to handle the emergency situation if these arise. This area is so important that local bodies will not allow to execute an event, if they found the event not complying with their regulations that concern emergencies.

The development of emergency plan may require a combined effort from logistics and risk assessment committee as well. Facilities to be used during emergency must be indicated in the site map as far as possible. For instance – the location of first aid, emergency passages, emergency exits, emergency vehicles, ambulance points, holding areas for performers, workers and audience all these must be indicated in the site map. The HSE defines a major incident as one ‘that requires the implementation of special arrangements by one or more of the emergency services, or the local authority for treatment, rescue and transport of a large number of people, and associated issues, such as dealing with enquiries and the media.

All the emergency measures should keep functioning at the time of emergency. Whether it relates to the condition of the ambulance/emergency vehicles or the width of the passage or emergency lightening and communication system, these should be able to operate without any fail during emergency. As suggested by Toole and considering different events, following aspects should be considered when building a major incident plan for any event:

• • Identification of key decision makers
  • Stopping the event
  • Identification of emergency routes, exit gates, and access to emergency services
  • Requirements of people with special needs
  • Identification of holding areas for performers, workers and audience
  • Identification of staff responsible for making announcements, and other alert/ communication procedures including public warnings
  • Procedure for evacuation and containment
  • Identification of points for ambulance loading, other meeting points for emergency services and temporary mortuary
  • Location of nearest hospitals, traffic routes, fire station, and police station.
  • Preparing contact list with accountability of each person listed and communication plan
  • Location of emergency equipment and its availability
  • Identification of other emergency services like alternate accommodation in case of evacuation

An emergency plan influences the design of the site.

 

Shutdown

Unlike in businesses, in events things are not set to be permanent. Events are organized for a specific period and have a definite preparation, lead up, execution and shutdown. Since event is a temporary affair; the place has to be left as it was before the event, so that it could be prepared for the next event. Also called teardown, the shutdown activity involves many elements such as dismantling set-ups/ structures; packing the equipment; returning items to contractors; cleaning and repairing; final payments; thanking donors, sponsors, contractors, workers, staff and performers; and loading the supplies for return. If dismantling needs to happen immediately after the audience has left, sufficient staff will be required and at that time everyone is usually exhausted, thus increasing chances of safety risk. If teardown does not happen immediately, security staff will have to be deployed to monitor the site until all materials and equipment are removed. Some of the materials are particularly expensive, and could get lost, damaged or stolen. Most of the difficulties arise in inaugural events, large events and multi-venue events.

The time spent on the shutdown of an event increases as the size and creativity of that event increases. In a small sized event, where most of the logistics are supplied by venue only, the logistics manager might not require to develop the shutdown plan. However, in big events such as Olympics and trade fairs, where, there are multiple venues, the time taken in shutdown may be as long as in the preparation itself. Most of the difficulties arise in inaugural events, large events and multi-venue events. Here, the logistics manager works out a detailed plan with responsibility list.

While preparing the responsibility list, it is advisable that we first list out all the areas and then list the task under them so that we do not skip any particular task. The tools of project management can be used to manage the shutdown process. The shutdown plan should include a work breakdown structure, a task/responsibility list and a schedule with critical path. The plan should also be subject to risk analysis.

Whether it is a sporting event or a convention or a concert, major work in shutdown starts once the crowd leaves the site. Small tasks could be initiated when the crowd is still in the event premises, however, starting with major work could pose a threat to crowd’s safety. After all the tasks are complete in shutdown, the staff member needs to walk on the site to check whether anything has been left behind. This is called the ‘idiot check’ in music industry.

No event is over until it is evaluated for its performance. Same goes with the logistics management. The logistics plan as well as the logistic management needs to be assessed for its effectiveness. However, evaluation is only possible when we have recorded the results from field. Therefore, the logistics manager needs to create a mechanism during event planning itself, wherein the feedback, responses, and suggestions could be collected from customers, contractors, staff, volunteers and organizers. Once we have information from the ground, we are in a position to compare the expectation verses reality.

 

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