The event concept description provides a common point of orientation for all departments of the event organization. When creating this description, the PM team ensures that all their expectations for the event are aligned, and are likely to have very important and relevant discussions regarding the concept of their common event. The event concept description should include the following points:
Name of the event, and ownership of the concept
Date, time and place
Purpose and objectives of the event
Business model
Overview of activities, entertainment and/or other relevant elements of the event, incl. ambience and atmosphere
Location
Target group
Scope
Human resource needs
Partners
The report may also include visuals such as mood boards, drawings and color schemes as a way to show the atmosphere and visual identity of the event.
The event concept description should be written as a detailed document to be shared internally within your event organisation. Moving forward, the document will function as a common point of orientation for all departments.