In conceptualizing an event, brainstorm to determine the experience, develop the concept then design the experience. There are five important questions to ask in creating the event concept:
1. Why is the event being held?
Identify the importance and viability of holding the event.
2. Who are the event's stakeholders?
Understanding the event environment is fundamental to creating a spectacular affair. In order to understand this environment, the event's stakeholders (major players) must be identified. The event manager must examine the objectives of these major players and understand what each of them expect. Once this is understood, you will have the necessary information to bring together the creative elements of the event.
3. When is the event taking place?
Make sure there is enough time to dedicate to basic research. Consider the needs of the audience, and be informed of any climactic conditions if the event is to be held outdoors.
4. Where will the event be staged?
The venue choice must represent the best compromise between the organizational needs of the event, audience comfort, accessibility and cost.
5. What is the event content or product?
This must match the needs, wants, desires and expectations of the audience, and must synergize with the why, who, when and where of the event.