Event Evaluation
Evaluating Aims and Objectives:
A winning case study
Due to Brew Events organising a race night for Help a Child Have a Chance (HACHAC) that they have run before, the event's aim and objectives were very much set based on the charity's needs and the success of their previous events. This also meant it did not need strict financial management due to the small and low-risk nature of the event (Shone and Parry, 2013).
By working closely with the charity a high level of support was received in the form of guidance and resources, producing a degree of co-creation in the planning stages (O'Toole, 2011). The main aim of the event was to raise money for the charity and this was achieved with £440.18 net profit being donated from the event. Costs totalled £124.79 so the
monetary return on investment (ROI) was 353% meaning for every one pound spent, £3.53 was made back, showing a very clear level of success and justification for the running the event (Getz, 2012). There are other ways to measure achievement such as return on objectives (ROO). This form is perhaps better for measuring the success of harder to measure, non-monetary and intangible outcomes like awareness, social benefits or emotional responses (O'Toole, 2011; CTIA, 2014). Three objectives were set out for the race night event:
1. 100 attendees
2. Audience leave content
3. Increase awareness of charity
Approximately eighty five people attended the event so the first objective was not met but it was still a success considering the majority of people in the venue were there specifically for the race night due to about sixty seven of them purchasing
Objective 1:
100 Attendees
Aim: Raise money