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Black Thistle Events presents...

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Ryan McCall

on 26 March 2014

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Transcript of Black Thistle Events presents...

Black Thistle Events presents...
Aims and Objectives
Our aim is to create a contemporary celebration of Scotland, and an evening that guest can enjoy and feel good about, like how Maggie's helps their patients to feel good.
Our References
BOWDIN, G. et al. 2011. Events Management. 3rd ed. Oxford: Elsevier Butterworth-Heineman.

Brumbaugh, M. A and Grier, A. S. 1999 Noticing Cultural Differences: Ad Meanings Created by Target and Non-Target Markets. Journal of Advertising [online], vol. 28, pp. 79-93. Available from: http://www.tandfonline.com/doi/abs/10.1080/00913367.1999.10673578#.UnKwf_kvU8p [Accessed 25 October 2013]

BURKHOLDER, R, V., 2013. Cost reduction program through the use of the Gantt chart. International Journal of Hospitality Management [Online] vol. 2, no. 3, pp. 113-162. [viewed 22 October 2013]. Available from: http://www.sciencedirect.com/science/article/pii/0278431983900373#PDFExcerpt.

GETZ, D. 2007. Event Studies, Theory, research and policy for planned events. [online book] Oxford: Butterworth – Heinemann. Available from: http://lib.mylibrary.com/ [Accessed October 23 2013]

GOLDBLATT,J. 2011. Special events: a new generation and the next frontier. 6th edition. New Jersey. John Wiley & Sons Inc.

HENDERSON. S. 2011. The Development of Competitive Advantage through Sustainable Event
Management, Worldwide Hospitality and Tourism Themes 3.3 pp. 245-257, [online] Available at: http://search.proquest.com/ [Accessed: 18 October 2014]

HOMECOMING SCOTLAND, 2013. Homecoming Scotland 2014 - A Year of Brilliant Moments [online] Avaliable from:http://www.snh.gov.uk/enjoying-the-outdoors/homecoming-scotland-2014/about-homecoming-scotland/ [Accessed October 17 2013]
Our Chosen Charity
Fundraising events provides a means for charities to broaden their donor bases beyond those who only motivation to support the charity is their fundamental belief in the particular charity’s cause (Webber, 2004). In this case we chose a charity in which we can give recognition towards whilst producing an event which people can enjoy. Maggie’s cancer charity's vision is for those affected by cancer to have access to support.
Our objectives include:
To raise as much money as possible in support of Maggie’s
To gain firsthand experience in the events industry
To create and organize an unforgettable event
To promote sustainability
To make a difference
To make Maggie's patients feel good about themselves
Target Market
Our target market is based on the majority of responses from our survey. The results illustrated that we
should aim our event at:
18-25 year olds
both male and female
students based in Edinburgh.
larger market
Maggie's patients
Currently Maggie’s have 11 fully operating centres in the UK. They work with the Wellness Community who are a non profit organization, and just £10 will help someone who is diagnosed with cancer to attend a Living with Cancer course. (Maggie’s, 2013).
Scotland: The Brave
Raising money for Maggie's

We also want to make Maggie's patients feel good about themselves and aim to achieve that with our event.

2014 is the year for Scotland as there is the homecoming, commonwealth games and the independence vote and we want to embrace this and celebrate Scottish culture.
The Ghillie Dhu is in the city centre to ensure easy accessibility for all guests. We recommend traveling via train, bus or walking as ‘public transit substantially reduces fuel use and greenhouse gas emissions’. (Rubin et al, 2010)

Making our event ‘green’
As well as encouraging guests to use public transport or walk to the event, to make our event environmentally
friendly we intend to reduce waste and use of paper, recycle as much as possible.
The potential sponsors for our event include:
Royal Bank of Scotland
Bank of Scotland
Pride of Scotland
Scottish Power
Highland Spring
Barr Construction
Walkers Shortbread
John Morrison
Scottish Water
Scottish Gas
Edinburgh Woollen Mill
Caledonian MacBrayne
Lothian Buses
Maggie’s sponsors include:
•Big Lottery Fund
•People’s Postcode Lottery
•Elizabeth Montgomerie Foundation
•Walk the Walk
SWOT Analysis
Theme and Design
Scotland.. The Brave is a contemporary Scottish night containing elements of the country’s traditions whilst being modern, luxurious and filled with unexpected entertainment. .
A Scottish themed night with a selection of finger food and desserts, live entertainment and additional activities.
Social Networking
We have set up a Facebook page that has over 200 likes and over 1,000 views. We use this to regularly update people on our progress and news.
Our confirmed sponsors:
Norbloc Construction
Ravenstone Financial
Ardneil Garage
Gersenary Pointers
Mantle and Partners
O'Hare Steel
Jim Sangster Plumbing Company
Oricom Ltd.
HAE Smart Consultancy Ltd.
KK Contracts
We decided this would be an appropriate event due to the fact 2014 is a big year for Scotland in the way of Homecoming, Independence and the hosting of the Commonwealth Games.
It will comprise of whisky tasting, Scottish cocktails, a traditional selection of food and Ceilidh, a live band, a raffle and plenty more!
As it is a charity event the idea is to make everyone feel good so we will also be hosting a professional beautician who will provide the best tips and tricks for all guests, including Maggie’s patients.
Providing directions as well as bus/train timetables on our website and Facebook page will encourage guests to travel to the event this way reducing our carbon footprint.
Henderson states ‘an event
may claim sustainable credentials for its use of locally sourced food and drink even though this represents only a partial consideration of the overall event activity.’ (2011)
We agree and believe we need to go a step further to make our event sustainable. We will produce a ‘how-to guide’ for Maggie’s which enables the charity to organize this event again in the future without our help, as many times as they wish.
This keeps people on Facebook interested in our event and is also a chance to promote our event. Morris states that Facebook is a powerful online social median tool to reach countless individuals”. (2008)
We also have a twitter account which has 62 followers. By using twitter we are able to communicate to businesses and companies about our event and hopefully attract a wider audience.
Walker et al. states that a holder needs some form of ticket in order for them to occupy a physical space at any event (2000)
Most of our tickets will be sold online through our website, although we will also sell tickets to the public whilst advertising the event.
We have created a website for people to keep up to date on information on our event
This will be the main way that clients can pay for tickets to our event. We have created a Paypal button for clients to pay quick and easily as well as ensuring their payment is safe.
Our Survey
Attending a Scottish night
Social Exchange Theory
We’re aiming to bring people together with our event so they can socialize and celebrate Scotland together.
People will be benefiting from our event as they are getting food, entertainment and a chance to socialize out of it, therefore meaning that they will be more optimistic towards the night. (Getz, 2007)
According to Hormans (1958); ‘social actors expect and receive rewarding actions’
We needed
A venue large enough to hold 150-200 guests for a dinner and dance
A location local enough that people could get to using public transport
Somewhere that had the traditional yet modern atmosphere we were looking for
A place within budget
Seats 180 guests for dinner and dance
The atmosphere we were looking for
Experience in holding a ceilidh
Great price
Good location
Ghillie Dhu
Seats 150 guests for dinner and dance
Good location
Late sound curfew
Charity package option
Spread out rooms for functions
Wrong atmosphere
Out of budget
Le Monde
Seats 150-200 guests for dinner and dance
Separate reception room
Charity package option
Good location
Wrong atmosphere
12am noise curfew
Out of budget
George Hotel
Our Venue Choice
Bar Area
Auditorium Tables
Staging Area
Ghillie Dhu
2 Rutland Street


Ghillie Dhu is only 20 minutes walk from Waverley Station or 10 minutes on public transport
Meeting Matrix Diagram
We used Dropbox to upload our documents to put in the video
Have a meet 'n' greet with the clients of the Maggie's Centre to see what they would like to see at our event
We will promote our event at the Maggie's Centre at Western General Hospital and also other venues i.e. St James Shopping Centre and QMUSU
We will also be doing fundraising prior to the event e.g. baking stalls and a raffle
Ancillary Programme
"These activities and programmes are added to an event to give further dimensions to the overall event experience and attend to the needs and desires of the guests" (Silvers, 2012)
Contigency Plan
Venue Cancel or closure - Backup Venue
Severe Weather - Reschedule Event
Ceilidh Band drops out - The Ghillie Dhu has multiple back up bands on call.
Electrical Problems - There is an electrician and technician on site at the event
In Case of a fire - Fire doors located all around the venue
Medical Problems - First aiders on site
We will also develop an emergency plan before arriving on the site, this will decrease the chance of an accident (Kilkenny, 2011).
Risk Assessment
Risk Assessment
Waters states; PROPERLY budgeting an event is probably the most effective tool you can have, not only for keeping tabs on when and if things starts to go awry financially, but also as a checklist for all the many and varied elements of the event. (2006)
Organizational Chart
One of our Sponsorship Letters
The donation to Maggie's is already included in expenses but we may be able to donate a larger amount
The Gantt chart is a visual model of work progress over a period of time (Burkholder, 2013)
"2014 is a very special and unique year for Scotland - a great opportunity for everyone to show support for what is shaping up to be a very exciting year" (Homecoming Scotland, 2013)
Our Website
Food and Beverage
For our event, we have chosen to have a finger buffet, which includes some Scottish classics like haggis wrapped in filo pastry and salmon coujons.
We will also have whiskey tasting available at the event.

"An essential symbolic function of food and beverage is cultural identity"
(Kitler & Sucher, 2008)
Many people view success as profit alone, but here at Black Thistle Events we measure success as the impact on Maggie's charity and the impact of our event on the guests.

“Success at a difficult task is believed to require both ability and effort.”

(Kun and Wiener, 1973)
Thursday the 27th Of March 2014
Expectation/Comfirmation Theory
Our survey results displayed our guests’ expectations of the event and we aim to succeed them. It is important to take into account their needs, wants and desires and try to meet them as best we can. Our evaluation survey will show whether we confirmed the guests’ expectations and satisfied them or not.
Jaing and Klein (2009) state that ‘Prior to any event you have an expectation. If that expectation is met in a positive fashion, then you are satisfied. If that expectation is met in a negative fashion, you are dissatisfied. It is this elegant simplicity that makes ECT such a powerful explanatory tool’

This is an example of the survey we will send out to our guests the day after the event
Our Facebook Page
Our Twitter Page
Production Schedule
‘The theme should ideally appeal to all senses: touch, smell, taste, sight and hearing. If the aim of the event is to transport the audience, appealing to all the senses will contribute positively to the outcome.’ (Wagen and White, 2010)
‘design is the incorporation of a themed message along with audiovisual, entertainment, and musical elements’ (Sonder, 2004)
(Surveymonkey, 1999)
‘the fit between a sponsor and an event is critical. A sponsor seldom commits to an event on purely altruistic grounds. There is generally a motive, such as developing brand awareness in association with a particular product.’ (Wagen and White, 2010)
‘a Twitter hashtag can connect people that are interested in the content of an event whether any of them ever attend the event. These platforms enable individuals to discuss relevant content and share information before, during and after the event.’ (Kilkenny, 2011)
Formal hierarchies identified in the organizational chart are the firm’s fundamental realities.
Organizations seek to coordinate the activities of members so as to achieve their goals with maximum efficiency.

(Velasquez, 2012)
“Without sponsorship, many events would not be financially feasible…
sponsorship provides the grease that allows the event wheel to function
(Goldblatt, 2011)
‘Concern for sustainability and consideration of the environmental impacts of events is increasing…Events are targeted as opportunities to demonstrate best practice models in waste management and to change public attitudes and habits.’ (Bowdin et al, 2011)
Market Segmentation
Most events do not appeal to everybody, so it is essential to identify those consumer segments whose needs most closely match the event experience.
(Bowdin et al, 2011)
The use of internet as a distribution medium for events is now widespread, with the key advantages of on-line ticket sales being:

Consumer ease
Up-to-date technology
(Bowdin et al, 2011)
‘ROI is very important, but it is measured differently by each client. The return could be measured by the number of people attending the event, how the event looked and was perceived or how attendees felt as they left the event.’
(Hurley, 2005)
“Target marketing is an increasingly crucial component of marketing strategy, particularly given the expanding cultural diversity of the nation's population. Prior research suggests marketers need to consider the non-target market (consumers who perceive themselves not to be the target of an advertisement) as well as the target market.”
(Brumbaugh and Grier, 1999)
HORMANS, G C. 1958. Social Behaviour as Exchange. American Journal of Sociology [online] 63 (6) May, pp. 597-606. Available at: http://www.jstor.org/ [Accessed October 23 2013]

HURLEY, L. 2005. TBA Goes Global. Special Events [online] Available at: http://specialevents.com/corporate/events_tba_goes_global_20050824/ [Accessed 27 October 2013]

JAING, J and KLEIN, G. 2009. Capitalising on descriptive power, expectation confirmation theory. 1st ed. USA: ICI Global.

KILKENNY, S. 2011. The complete guide to successful event planning. 2nd ed. Florida: Atlantic Publishing Group Inc.

KITLER, P G and SUCHER, K P. 2008. Food and Culture. 5th ed. Belmont. Thomson Wadsworth. International Student Edition

KUN, A. and WEINER, B. 1973. Necessary versus Sufficient Causal Schemata for Success and Failure. Journal of Research in Personality [online] November, 7 (3), pp. 197-207. Available from: http://www.sciencedirect.com/science/article/pii/0092656673900366 [Accessed 22 October 2013]

MAGGIE’S. 2013. About Maggie’s. [online] Available at: http://www.maggiescentres.org/ [Accessed October 14 2013].

MORRIS, C., WAGIN, L and SCEERY, P. 2008. The Role of Social Media Promoting Special Events. School of Community Resources and Development. Arizona State University, USA

PELOZA, J. and HASSAY, D N. 2007. A Typology of Charity Support Behaviours: Toward a Holistic View of Helping. Journal of Non-Profit & Public Sector Marketing, 17 (1-2) September, pp. 135-151.

RUBIN. T, LOWE. M, AYTEKIN. B and GEREFFI. G. April 2010, Debate Public Transit Buses: A Green Choice Gets Greener [online] Available at: http://reason.org/news/show/does-bus-transit-reduce-greenhouse [Accessed: 17 October 2014]

SILVERS, J R. 2012. Professional Event Coordination. New Jersey. John Wiley and Sons, Inc.

SONDER, M. 2004. Event Entertainment and Production. Wiley.
SURVEYMONKEY, 1999. Survermonkey [online] Available from: http://www.surveymonkey.com/ [Accessed 23 October]

VELASQUEZ, M. G. 2012. Business Ethics Concepts & Cases. [online]. Pearson Education, Inc. Available from: http://www.ftms.edu.my/pdf/download/diplomastudent/velasquez_c8.pdf [Accessed 29 October 2013]

WAGEN, L.V.D and WHITE, L., 2010. Events Management, for tourism, cultural, business and sporting events. 4th ed. New South Wales: Pearson

WATERS, K 2006. A Practical Step-by-Step Guide to Organizing Successful Events. Manager: British Journal of Administrative Management [online] 56 December pp. 17-19. Available at: http://search.proquest.com/ [Accessed October 30 2013]

WEBBER, D. 2006. Understanding Charity Fundraising Events. International Journal of Non-Profit and Voluntary Sector Marketing. 9 (2) May, pp. 122-134.

Scotland.. The Brave
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