From idea to event

First steps of planning

Events are complex, so it is a must to plan your event in detail. When you first start planning your event, make it clear to yourself what the event is all about.

• What is the aim of the event?
• What happens at your event?
• Is your event interesting to your chosen target groups?
• What does your event add to the existing event scene in Tampere?
• How does your event compare to other events (price, content etc.)?
• What are the impacts of your event? (Financial, media, local, environmental impacts, impacts on well-being and the community)
• How will the success of your event be measured?
• Will you be working with a partner?
• How will your event be financed?

Who is your event for?

A public event can only survive if it appeals to its audience. Make sure to take into account specific features of different target groups. For instance, accessibility must be high on your list of priorities in events aimed at both seniors and families.

Questions:

• Who is your target audience?
• Where are the audience members / participants from? Could you attract audiences from other regions as well?
• How many people are you expecting?
• How are the people going to move to, from and at your event?
• What languages / modes of communication does the audience want you to use?

What is the right time for your event?

Timing can make or break your event. Things to take into consideration include timing of similar events, typical vacation times, bank holidays, expected weather conditions and other major events.

Questions:

• Are there similar events in Tampere? What are their dates and times?
• What synergies can be achieved with other events? (e.g. culinary event simultaneously with an art event; public event simultaneously with a professional event in the same field)
• What is the best season for your event? (while Summer is often appealing, it is also the time with the most competition and the highest booking rates at venues and hotels)
• Are there major events in Tampere at the same time as your event? (large international sports events and significant congresses may fill the hotel capacity to the brim)
• How will vacation schedules and bank holidays affect your choice of date? (e.g. school holidays in Tampere region – not always exactly the same as in other parts of the country; Midsummer; Mother’s day)

Choosing a venue

Tampere boasts a large number of high-quality venues for sport, outdoor festivals, trade fairs, congresses, concerts and many other events. When choosing your venue, make sure to consider at least the following: the nature of your event, the date/season and time of day, target group, physical location, accessibility and rent.

Events can be organised in parks, stadiums, multipurpose venues, meeting spaces, schools, theatres, sports halls, restaurants, libraries, shopping malls, and even underground parking garages.

When booking a venue, always remember to make sure whether an official application or written contract is needed in addition to an oral agreement.

Questions

• Should you organise your event indoors, outdoors or both?
• How many participants/audience members are you expecting?
• How do people arrive at the venue?
• How is the accessibility of the venue?
• How does the venue address matters of sustainability?
• Do you require large structures and transport?
• Do you require bicycle or car parking?
• How much have you budgeted for the venue?
• Does the venue place restrictions on noise levels?
• Do you need restaurants or alcohol service at the venue / near the venue?
• What is the venue like? (e.g. laid-back versus sophisticated; modern versus traditional)

Indoor events

Tampere offers hundreds of indoor venues to choose from. The larger the crowd you need to accommodate, the earlier you need to book the venue. When booking a sports venue, you should estimate the number of athletes, officials, volunteers, press, and audience each separately.

Most indoor venues feature basic equipment such as chairs, tables, electricity, running water, and toilets. Many event venues feature event equipment such as screens, stages, lighting, choir stairs, sound system, cloakroom/coat check, information desk etc. If this or other required equipment is not available, it can be rented. The contact person at the venue should be able to recommend suppliers, or you can contact Tampere Event Services for advice.

Make sure you know which services and equipment is included in the rent!

Outdoor events

There are several interesting areas for outdoor events in Tampere. Tampere Stadium and Pyynikki stadium are two examples of sport venues that can house all manner of events. Various fields, parks, squares and streets can be used for many things and cater to audiences from very tiny to major.

When choosing an outdoor venue, remember to consider the infrastructure, e.g. electricity, sewage systems and water. While these can be arranged virtually anywhere, it will add to the costs.

Resources

When planning an event, you should always consider what kind of resources are available, taking into consideration staffing and your budget.

Staff

Large events especially require a clear division of labour. The first order of business is to name a project manager, who is responsible for the entire project.

Events consist of many facets, and, accordingly, staff with various know-how is needed. Large event organisations have, for instance, a producer, a programme manager, a marketing manager and a financial manager. It is also important to have in-house technical and structural understanding even if structures and technology is outsourced.

Remember that the employer, i.e. the event organiser, is responsible for all employment contracts and insurance.

Volunteers

Many events are made possible by volunteers. Most volunteers are interested in the theme of the event and find their motivation in that alone. They can, however, also be enticed and motivated by free entry, event passes, merchandise and services, or other benefits. Work experience and references are also sources of motivation.

Budget

Your budget largely defines what your event is going to look like, so it must be drafted at the earliest stage possible. The financing of the event is made up of your own capital and outside funding. It is important to note that many expenses must be paid prior to the event, whereas money will often only start coming in once the event is underway.

A carefully drafted budget will help you with the general planning of the event as well. You must list the expenses and sources of income.

Expenses include

• venue
• salaries
• waste disposal
• safety and security
• suppliers
• structures (stage, seating, tables, tents, screens, toilets, water, electricity)
• performers
• sound system
• marketing

Income, meanwhile, typically consists of ticket sales, sponsorships, concession fees (e.g. from food and drink vendors) and public funding.

If you sell tickets to your events, you must estimate an appropriate price (for Tampere and for Finland) and a realistic number of tickets sold.

Questions:

• How is your event primarily funded?
• How much is your organisation willing to invest of its own money?
• Do you need to get a loan or other outside funding?
• Can your event attract sponsors?
• Does your event qualify for grants?
• Are you aiming for profit or for break-even?
• What if you run out of money?
• What kind of a financial loss can your organisation handle?

Information about City of Tampere grants is available in Finnish at the link below. Feel free to contact Tampere Event Services for help with the information. Please note that for most city grants, you will need to report on the use of the money.

If you are organising a major event together with the City of Tampere, your city subsidies will be handled through a separate process. Please contact the Tampere Event Services for details.