Event Revenue Generation & Risk Management

Vocabulary flashcards covering key terms in event revenue generation (Seven P’s) and mega-event risk management, with examples from Taylor Swift, Fyre Festival, Coachella, SSE, and the 2014 Commonwealth Games.

Seven P’s of Event Revenue

Framework of Purpose, Place, Promotion, Performers, Public, People, and Platform used to plan and monetize events.

Purpose (Event)

The clear objective of an event—often to fill seats, make money, or achieve a ‘return on objective’ such as exposure or goodwill.

Return on Objective (ROO)

Non-monetary success measure for events (e.g., stadium looks full on TV) when profit is not the main goal.

Place (Event)

The venue, design, and ambiance that create immersive, exclusive experiences and justify premium pricing.

Immersive Venue

Facility that stimulates multiple senses through seating design, lighting, and technology to heighten fan experience.

Promotion (Event)

Pre-event storytelling and content that build connection, generate word-of-mouth, and drive ticket sales.

Word-of-Mouth Marketing

Free promotion created when engaged attendees share excitement with friends, boosting sales credibility.

Performers

Headline talent and supporting acts whose draw, narrative fit, and pre-event engagement attract audiences.

Public (Attendees)

The community of fans; engaging them via polls, user-generated content, and gamification increases loyalty and spend.

Gamification (Events)

Adding competitive, game-like elements (points, leaderboards) to enhance engagement before and during events.

People (Staff)

Front-line employees whose training, communication, rehearsal, and recognition shape attendee satisfaction.

Top Flight Program

ASM Global/Arizona Cardinals initiative that rewards event staff for excellent service with tokens redeemable for perks.

Platform (Technology)

Digital tools—apps, ticketing, AI filters—providing data, convenience, and shareable ‘Instagram moments’.

Coachella App

Festival platform integrating maps, schedules, social sharing, and AI animation to heighten onsite engagement.

Fyre Festival

Failed 2017 festival illustrating misaligned purpose, misleading promotion, and poor execution.

Taylor Swift Era’s Tour

Stadium concert tour generating record economic impact—super-bowl-level spending every weekend.

Revenue Protection

Safeguarding existing income streams through risk management, complementing strategies for revenue generation.

Risk Management (Events)

Identifying, assessing, and mitigating threats to safety, reputation, and finances so the event runs unnoticed by fans.

Business Continuity (BAU)

Ensuring normal operations and customer service remain unaffected during special-event activations.

BAU (Business As Usual)

Day-to-day company activities that must continue smoothly despite large-scale event demands.

SSE

Scottish energy firm and 2014 Commonwealth Games sponsor; emphasized strict safety and risk protocols.

Commonwealth Games

International multi-sport event for nations of the former British Empire; 2014 edition held in Glasgow.

Golden Rules (SSE)

Safety mandates: always assess risk, wear PPE, accept challenges, reverse park, hold handrails—no excuses.

PPE (Personal Protective Equipment)

Safety gear—hard hat, high-visibility vest, steel-toed boots—required for event staff in risk zones.

Incident (SSE Classification)

Event posing serious or catastrophic impact (e.g., fatality, terrorist attack). Highest risk level.

Issue (SSE Classification)

Event with moderate impact (e.g., infrastructure damage, staff vehicle accident). Mid-level risk.

Occurrence (SSE Classification)

Minor-impact event (e.g., guest illness, broken water fountain). Lowest risk level.

Executive Committee (Events)

Top tier of organizational chart that sets strategic decisions for mega-event operations.

Leadership Team

Operational managers (e.g., Head of Games Operations, Security) translating strategy into action.

Rapid Response Team

Pre-designated group authorized to act immediately when incidents arise during events.

Test Event

Dress-rehearsal competition staged before opening to train staff and uncover operational gaps.

Security Threat Level: High

Government-assessed probability indicating a likely terrorist risk at a mega-event, warranting elevated measures.

Reverse Parking

Safety practice of backing into parking spaces to improve visibility when exiting—mandated by SSE.

Word ‘No Debates, No Excuses, No Accidents’

SSE slogan underscoring zero-tolerance approach to circumventing safety protocols.

King Juan Carlos Peseta ID Story

Anecdote illustrating unique incident management challenges—royalty lacking standard identification at events.

Pressure Points (Staff)

Stressors like unrealistic executive demands, long hours, and family conflicts that require support strategies.