Assessing the community for event potential

Strategic planning is essential for the success of any event. A business plan will describe the targeted visitor group, the type of event and the sources of revenue. A marketing plan includes the event message and how it will be communicated. A strategic plan combines these elements along with an analysis of the internal and external environments. An event will need adequate resources, including financial and staffing. Both the physical environment and the people in the community must be analyzed to determine event potential. The choice of event will depend on what the community has to offer. It may involve cultural, entertainment, or sporting events. There may be tours themed to the event. The availability of supporting products, such as souvenirs, will need to be assessed. Food establishments that cater to the preferences of the targeted visitor segment should be listed. Lodging by type and theme should be analyzed. Finally, transportation availability needs to be assessed for adequacy.