Feasibility: the forgotten task

The core question in event feasibility is 'will it work?'. This is refers to many levels - Will the concept work? Will the operations work? Do we have the competency to deliver this event? Is the capacity there? And as important - Will the event work in relation to all the other events in the portfolio?

There are numerous tools and techniques employed to assess the feasibility of an event. Understanding the target market, understanding the client, forecasting the inevitable developments and changes are just a few.

To assume the success of an event is simply a matter of meeting objectives is a superficial and glib way to explain feasibility. The objectives can be many, varied, complex, often unstated, interrelated and dynamic. As the sponsors come and go, the priority and relative importance of the objectives can radically change and sticking to a fixed list can hinder the event's success.

Marketing tools are often employed to understand the feasibility. Using a checklist or templates is another good tool employed. In terms of asset and portfolio management it is imperative that the past events and their feasibility studies are assessed and can be called up to assist in the feasibility assessment.

For more information go to Events Feasibility and Development textbook, purchase the EPMSCDROM. and/or contact events @ epms.net