Designing the event experience.

‘Design is defined only as visual problem solving or communication (Shedroff in Getz, 2016)

Design is essential to an events success in different ways for example as it leads to improvement of the event on every level, the ‘core values’ of the event provide the starting point.

Why is the event being held?

Who is the event for?

What are it’s substance and intended outcomes (Brown and James 2004)

When designing the event what would be needed was to put the audience first in out thinking, planning and in the development of an original concept.

Working out who the audience is, is a challenge, it is an opportunity to engage and communicate with out audiences in new ways and more effective ways. When creating the correct audience ensures that not only the event achieves it’s aims and objectives, but will also provide experiences where the audience are connected and even joined as one.

Brown and James 2004, discussed 5 design principles for events these are as follows;






They also emphasised the need for creativity and uniqueness in event design, as generic events offering the same benefits are unlikely to endure.

The creative challenge (Pine and Giomour, 1999)

There will be many creative challenges that exist for the event experience designer.

Events require aesthetic design, particularly to crate the right atmosphere but there is much more to it.

Themes that alter the visitors sense of time, place and reality. Positives caused such as high quality customer service, entertainment , food drink and other sensory elements.

Technical support from technicians, set designers, prop managers, stage crews and costumer designers.

The event purpose- the purpose of any event is to suggest what experiences might be had to facilitate positive experiences and to enable everyone concerned, as much as possible a to realise their goals.

Whatever the design process, it is necessary to research and their b feedback from stakeholders. This should lead to improvement, otherwise the designer is guilty of either taking a ‘product orientation’ or creating art for its own sake (with no problem being solved)

Being innovative is a way to differentiate: to be innovative, events organisers must strive to constantly learn, reform and renew their approach to management and design. Achieving innovation is about Organization culture that fosters innovated leadership and planning. Innovators tap into the raw creativity or design around the staging of the events and the experience outcome.

Designing the setting.

Event settings are places that have to be defined as ‘special’ for the duration of a planned event. The main initial considerations are location site characteristics and the social- cultural context.

Infrastructure and management systems then have to be developed or modified, including basic services, theme and programme, amenities and guest services, security and controls.

Setting and management systems will interact with the people dimensions (staff, volunteers, participants, performer, others guests and customers) in shaping the whole event experience.

There are unlimited ways to combine setting, management and people, yielding great opportunists for creative event design.

Commercial viability

can the show work in the chosen space

-what are the artists expectations

– if you’re forecasting a loss, is it a loss leader?

– can you demonstrate flexibility and a wider understanding of different music genres and audience profiles?

Breadth can engender more business for your venue and better credibility for you as an individual.

Event selection

Know your target market, play to your strengths, time your activities for both long and short term, be aware of the seasonal opportunities and ensure you are developing and sustain relationships.

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