SHR6E037P~002 – DIC23085061 – Portfolio: Event Evaluation.

Event Evaluation

In this assignment, I will be evaluating the event, me and my group put on at the Attic on the 12^{th of} March. I will be explaining and evaluating the nature and purpose of the of the event, the success of the event and any problems that me and my group encounter, with different pieces of evidence. In the evidence, I will be including different areas, this will include event atmosphere, box office, security, health and safety, production, artists liaison, stage management, online marketing, promotions and financial outcomes. In each subcategory I will be describing in detail, what happened on the day and how it went.

Event atmosphere:

At our event we wanted to do something different than other gigs and make it an event people will enjoy and remember. On the day of the event, we arrived on schedule at the Attic, preparing for the load in and setting up the area where the acts were going to perform. We set the area up in the middle of the room on the floor and not on the main stage as we planned. We created a circle around the area with chairs, sofas and benches to create an intimate and ambience atmosphere, with the artist being the main focus our event. “Event atmosphere encompasses all the sensory and emotional elements that shape how guests feel and interact at your event.” (Staakman, C .2026). We set the mood with different decor around the circle with different lamps, plants, electric candles and rugs, we brought with us. We did this as it would set the tone and create a calming atmosphere to match the tone of the artists. For future events we would keep the décor the same, as it created a intimate atmosphere and got a lot of good feeback about how the event looked.

Box office:

On the day of the event, it was mine and Hollies job to set up and stay at the box office for the event. We were there to help provide customer service for anybody who needed help with their tickets or buying tickets on the door. “An effective box office is vital to nearly every live-event organization. It’s the hub for handling ticket sales, attendee interactions, and more.” (AudienceVeiw, 2026). As the box office is vital for events, we had it set up right at the entrance as you walk into the Attic. This made it easier for our audience to show us their tickets, buy them on the door and had room for orderly queues. For people that had already bought tickets before the gig, showed us their conformation via email or show us their ticket. We then drew stars on people’s hands to show that we have already seen their tickets and if they go outside, they didn’t have to show us there tickets again. We had people on cheap list for the artists and we knew their names beforehand so we could let them in. For people who brought tickets on the door had to pay £9. We used an app called square up which helped us make contactless payments and helped us keep track of how many we sold. We didn’t bring any money or have a cash box with us which is something we will consider next time, as some people might pay with cash instead of card payments and will be prepped if this happened.

Security:

At the event, the Attic did not provide any security, but we had the box office set up at the entrance to keep track of how many people were coming in and out. We also had a rep called Harry, who was also near the entrance for the whole of the event. If we were to do another event, we could consider hiring a bouncer as “Investing in a good, reliable security partner is worth it because your ultimate goal is to guarantee the safety and security of your guests and attendees” (DeanNewman, 2021). This would help our audience feel more safe and secure.

Health and safety:

For the health and safety of the event, we used our risk assessment from the Attic to help set up the event. We made sure that we had a safe route for people to get the fire exits , making sure there is accessibility to the disabled toilets, not to overcrowd the venue by having a cap on the tickets we sold, all cables and wires were taped down or out of way of the audience, makes sure we have enough for seats and people how want to stand, all rugs where tucked in to reuse the risk of tripping, no chairs where on the main stage just sofas that where heavier so it would help reduces the risk of them falling of the stage and having a green room for the artists to put all there belongings in so all there belongings are safe. But there was not a look or a door on the green room space we can consider it for next time.

Production:

During our event, we had hired a sound engineer called Shane who also help us with sound and lighting. For the atheistic of the event we wanted it to look and feel like a calming gig with soft lighting, plants and rugs around the performing area. The sound of the event sounded very full and very preretinal. The PA and all the other equipment was suitable for the event and ran very smoothly. The lighting of the gig did enhance the event with different colours like blue, pink, orange and purple. These colours all made the audience focus on the artists. For the next event we would ask the artisst if they want specific lighting for each sound and each artist.

Artist Liaison:

To keep in contact with our artists we were all acting as artists liaisons. “They act as a bridge between the event organisers and the performing artists.” (CRESCAT, 2025). We stayed in communication with the artists via email and on a group chat on Instagram, with all the artists and our events group. We first let them know when we wanted the artists to announce the gig. We sent them the poster and tickets so they can put on their socials and promote it. We then communicated to them, what will happen on the day of the event. This included load in times, sound checks and the timings of when they will be on and how long for. I made the sound check and the timings for the day and sent them to the group chat, printed them off and put them around venue so everyone knew when the artists would be on. The artists all made their own way to the venue for their designated time slot for sound check. If we were to do another event, we could consider organising taxies to pick the artists up to make sure they are on time or if we had a bigger budget we could get hotels and sort accommodation for the artists who may have travelled for. If we were to carry on with intertwined presents we would keep more in touch with the artists and help them more inquiries, they have.

Stage Management:

For the stage management, we all where there to make the event run smoothly from the start to end of the event and prevent anything from adversely affecting the production. For running the event on the day, we printed of the timings for sound checks, when the event will start and when each act will be on. We put these up around the Attic and give the timing to Shane the sound engineer. We didn’t put any timing sheets in the green room, we will consider doing this for the next event. When we booked the Attic, we made sure we had a lot of spare time during sound check as on the day we were running behind dew to the headliner’s drummer running late. For the changeovers we dedicated 15 mins to each artist to have time to changeover. This all ran smoothly and on time.

Online Marketing:

Before our event, we had to market out event online. ”Online marketing in event management is to create and promote the online presence of an event.” (Okunola, A. 2022). We used a website called Fatzoma which is a ticketing platform that helped us sell tickets for our event. I created the ticket link which included, the location of the event, the price of the ticket, a description to the evet, who’s playing and when doors are. We then sent the link to the artists and let them know when we wanted them to promote the event on their social medias. We told the artists that we wanted to start marketing it on the 13^th February around one month till the event. We also created a post and promoted it on Instagram and tagged our whole group in it. If we were to change what we did or do it differently for another event , I would change the date of when we first started to promote and make it earlier so we could have longer to promote it and maybe get more people to come to the gig. i would also create a Instagram account for intertwined presents and use that to promote and market the gig as we wanted to make little short interview videos of each artists as promotion on the Instagram account.

Promotions:

For the event we worked as a team to promote our event as much as possible.” Event promotion is the process of marketing an event and spreading the word. It is vital for driving event awareness, attendance rates, and, most importantly, ensuring a positive return on investment”. (Head, T .2025). To start with our promotions, we had an artist called Ally create our poster for us. In the poster we wanted to include the events name, headliner act, support acts, time and date of the event, where it is and how much tickets are and we also added a QR code for the ticket link to some of the posters. After we received the poster from the artist, we were very happy with the outcome we then stared to print off posters and stared to put them up in the conservatoire, around the building, in the café bar with the posters being on the screens and printed posters up. If we were to do it differently, I would like to distribute the posters in more public places to get our event out there and get more people to come and have a table in the cafe bar to promote the gig.

Financial outcomes:

Throughout planning our event and during the day of the event, we kept track of our financial outcomes as this is important so we can be able to pay the venue, artists and see if we make any profit or lose any money. Before our event, our first payment was to the artist who did the artwork for the poster which was £20 and then the coast of printing the posters was £4.50. Before the event we started to promote the gig with a link to the tickets. The online tickets where set as £8. Before the event started, we had a total of 45 tickets sold, which totalled us to £345. Three of the online tickets where cheap lists and where priced as £3. On the door we sold 27 tickets at £9 per ticket and two where on the cheap list, pricing them at £4 each. In total on door sales, we made £223. Adding all the number at the end of the event we made a total gross of £578, with 72 tickets sold in total. We were very happy with the outcome of the event as we overreached our target. With having the money all added up we were able to pay the Attic £165.32, with the money left over we wanted to give most of our earning to the artists. We gave our headlining act, Zoe Cure £146.22 and gave Nico Paul and Aaron Brooks both £121.33. If we were to this again I would like to have a guest list for the artist guest, have better communication with the team on how much we will be paying the artists and stick to what we agreed to before so we could have left over money to maybe put on another event.

Conclusion:

Overall I think we all worked well as a team to put this event on and we all think it was a very successful night and we hope to carry on with intertwine presents to put more events like this on in the future.

Word count: 2130

References

AudienceVeiw (2026). Page Restricted. [online] Audienceview.com. Available at: https://audienceview.com/thought-leadership/unleashing-operational-brilliance-how-audienceview-professional-transforms-box-office-efficiency/ [Accessed 23 Mar. 2026].

CRESCAT (2025). Artist Liaison. [online] Crescat. Available at: https://crescat.io/glossary/artist-liaison.

DeanNewman (2021). What Is The Importance Of Security Services At Events? [online] Newman Event Services. Available at: https://newmanevents.co.uk/2021/08/02/what-is-the-importance-of-security-services-at-events/.

Head, T. (2025). Event Crowd. [online] Event Crowd | Events Courses By Events Experts. Available at: https://theeventcrowd.com/guide-to-event-promotion/.

Okunola, A. (2022). Importance of Digital Marketing in Event Management. [online] InEvent Blog. Available at: https://inevent.com/blog/others/importance-of-digital-marketing-in-event-management.html.

Staakman, C. (2026). What is event atmosphere and how do you create it? – DMC GO. [online] DMC GO. Available at: https://dmc-go.com/blog/what-is-event-atmosphere-and-how-do-you-create-it/ [Accessed 22 Mar. 2026].