SITXEVT009A
Develop event concepts

This unit describes the performance outcomes, skills and knowledge required to develop the overall concept, theme and format for a complex event comprising multiple components. Event bids and proposals are covered in unit SITXEVT008A Plan and develop event proposals and bids. The unit also shares some similarities with SITXEVT014A Develop conference programs, but is broader in application. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

Application

This unit applies to the overall concept development process for any type of event. It may be relevant in any industry context, but has particular application in the cultural, community, hospitality, sporting and tourism sectors.

A complex event comprising multiple components must involve:

need for a comprehensive and multifaceted event plan

need for a formal internal or external communications strategy

dedicated and diverse event budget

multiple administrative and operational components

a wide range of stakeholders

an event operations team.

Concept development occurs at the commencement of the event management cycle and involves the application of significant analytical, creative and conceptual skills teamed with sound operational management expertise. Sometimes the concept development phase is undertaken as part of the event bidding process. An event manager or other individual often in the event sponsoring organisation undertakes this role in consultation with a range of event stakeholders and sometimes under the guidance of an event organising committee.

The unit does not include the specialist concept development undertaken by experts such as writers, technical specialists or lighting, sound, exhibition, set or costume designers. Consultation with relevant experts, however, may be a key aspect of overall event concept development.


Prerequisites

Nil


Elements and Performance Criteria

ELEMENT

PERFORMANCE CRITERIA

1

Establish overall event objectives and scope.

1.1

Clarify and agree on key event objectives in consultation with event stakeholders.

1.2

Analyse initial event information and consult with stakeholders to determine the broad scope of the event.

1.3

Identify and analyse internal and external factors that may impact on the event.

2

Establish event concept theme and format.

2.1

Identify and access sources of information and ideas to inform event concept development.

2.2

Research and critically evaluate ideas and information for possible application to current and future work.

2.3

Generate discussion and consultation with event stakeholders and other colleagues to progress development of the event concept.

2.4

Explore, test and reflect on different and innovative approaches as part of the concept development process.

2.5

Develop overall event concept, theme and format that reflect key objectives and meet potential audience needs.

3

Evaluate and progress concept to operational stage.

3.1

Verify the operational practicality and cohesiveness of the concept, theme and format through consultation and analysis.

3.2

Select and implement a strategy for effective communication about the concept with event stakeholders.

3.3

Develop a summary of key logistical requirements based on the overall concept, theme and format.

3.4

Facilitate effective planning and implementation through timely provision of accurate and complete information on the concept, theme and format to all relevant stakeholders.

3.5

Obtain relevant approvals prior to implementation.

Required Skills

This section describes the essential skills and knowledge and their level, required for this unit.

The following skills must be assessed as part of this unit:

critical thinking skills to assess, select and synthesise broad ideas and concepts

planning and organisational skills to tie concepts to the need for operational practicality

communication skills to consult and liaise with a wide range of stakeholders on potentially complex concepts and planning issues

literacy skills to interpret and develop information dealing with complex concepts

numeracy skills to estimate costs, work with budgets and understand the impact of budgetary limitations on concept development.

The following knowledge must be assessed as part of this unit:

processes to explore, generate and test ideas to develop a concept, format and theme

range of different creative, promotional, technical and operational options to consider when developing an event concept

key stakeholders for different types of event

internal and external factors to be considered when developing an event concept

key operational issues and logistical requirements that impact on development of an event concept in the relevant industry context

risk management factors that impact on event concept development

legislative requirements that may impact on the event concept, e.g. safety and licensing

common environmental site impacts and minimal impact practices that can be typically used.

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

ability to develop an event concept and format that are operationally practical and result in the achievement of event objectives

knowledge of typical formats and specific components for different types of events

development of a concept, theme and format for a complex event to meet a specified need.

Context of and specific resources for assessment

Assessment must ensure:

access to and interaction with event industry suppliers

involvement of and interaction with an event principal or organising group.

Methods of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

case studies to develop concepts, themes and formats for different types of events

evaluation of a concept, theme and format through a candidate presentation or bid for an event

oral or written questions to assess knowledge of the range of key market factors and management issues to be considered in the concept development phase

review of portfolios of evidence and third-party workplace reports of on-the-job performance by the candidate.

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Assessing employability skills

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.

Employability skills embedded in this unit should be assessed holistically with other relevant units that make up the skill set or qualification and in the context of the job role.


Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below.

Event objectives may be:

creative

profile creation

community impact

participation or attendance.

Event stakeholders may include:

event principal

local community

organising committees

local authorities

clients

colleagues

staging contractors

entertainers.

Initial event information may relate to:

date, time and duration

size and scope

location

resourcing.

Internal and external factors to be assessed may include:

human, financial and physical resource availability, including:

potential for attracting additional resources, such as sponsorship and co-hosting

level of management commitment

restrictions on lead time

potential levels of participation and interest

competitive environment

timing and duration factors, such as impact of public holidays and other public events

potential contributors

talent requirements

climate

access factors

marketing and promotional issues, such as potential for media coverage

safety factors

risk management considerations.

Different and innovative approaches may involve:

adapting existing ideas, products or services

developing new ideas, products or services

incorporating or experimenting with new technologies

challenging established ways of doing things.

Operational practicality and cohesiveness may relate to:

scheduling

availability of human, financial and physical resources

ensuring realistic attendance expectation

venue or site constraints

time constraints

managing risk

managing negative environmental impacts by use of minimal impact practices.

Key logistical requirements may relate to:

venue and site set-up and design

catering

physical elements

technical effects, including sound, lighting and audiovisual

collateral materials

need for specialist contractors

minimal impact practices for the construction, maintenance and disposal of event staging components.


Sectors

Sector

Cross-Sector


Competency Field

Event Management


Employability Skills

The required outcomes described in this unit of competency contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit is packaged will assist in identifying employability skills requirements.


Licensing Information

Not applicable.