MEGA EVENTS M A N A G E M E N T I INTERNATIONAL COURSE Academic - - PDF document

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I INTERNATIONAL COURSE

M A N A G E M E N T

MEGA EVENTS

With the collaboration of:

MARBELLA / MADRID SEPTEMBER 20TH TO 27TH, 2020

Academic Partners: Organizer:

List of Topics

Interesting Facts The Course Course Highlights The Program Topics to be Covered The Organizers Supporting Organizations Faculty & Staff Schedule & Dates Who should attend? Accommodation & Hospitality Course Venues Requirements & Visa Requirements Fees Contact & Registration Details

Presentation Overview

70% of events with celebrities have serious faults and only 45% of concerts are profitable for the promoter. 80% of marketing professionals believe that live events are a key tool when promoting your brand. 31% of these professionals think that, among all marketing actions, events are the most effective channel. Mega-events rarely fulfill their potential for host destinations due to poor event management. 63% of marketing executives plan to invest more in these type of actions in the coming years, both in budget and in number of events. Companies spend an average 25% of their marketing budgets upon events.

Interesting Facts

The Course

“Don’t find fault. Find a remedy.”

Based on these statistics and data it is clear that event management, concert promotion and M.I.C.E. (Management International Course Events) will become increasingly important for multinationals interested in promoting their brands and marketing strategies. Unfortunately there are no courses available in the market conducted by experienced promoters and events management experts for the

• rganization of large trade fairs, mega concerts, world class sporting

events or summits with world leaders. Chrand Marketing & Events, with the academic support of The American College in Spain and Florida International University Chaplin School of Hospitality & Tourism Management, have designed the most advanced, intensive and comprehensive course in mega event management. This program has been designed and will be conducted in association with leading companies in the event management industry, The first edition of this course will take place in Spain’s Marbella and Madrid on SEPTEMBER 2020 with it later being offered in Asia, Latam and the US.

COURSE HIGHLIGHTS

Organized by one of the leading event management agencies. With the academic support of top universities in Spain and the US. Supported by the world´s leading events management related companies. Conducted by experts in their fields. The first course on event management of its kind. 4-5 star accommodation with full boarding and hospitality. Lectures, practical sessions, and visits to events and venues. Guided visits to state-of-the-art concert venues, fairs, stadiums and arenas.

THE PROGRAM

Teaching and Learning Methods: The course has been designed with a practical approach featuring experienced lecturers and speakers who have worked extensively in the most important areas

• f

event management. The program

• f

lectures, practical cases and debate panels have been designed entirely from actual events. Visit to venues: The program features visits to several venues such as the Wizink Center, the Wanda Metropolitano football stadium, IFEMA and Teatro La Latina. These guided visits will be conducted by the management

• f the various venues during

which students will learn venue hiring, feasibility studies, audio- visual requirements, setup, security, etc. The program features: Lectures and Masterclasses on the topics listed below. Debates and panel sessions at which students will interact with the speakers and experts, asking questions and debating on topics related to event promotion. Group work – students will have to submitt an end of course case study and

• disseration. Throughout the

course, the participants will be instructed on the format of this dissertion.

Attendance to major events in Madrid

The visits will coincide with major events such as concerts, soccer games and trade fairs which will serve as practical examples and to understand the logistics and venue requirements for organizing such events. The following are the events that will be featured in this course: Wizink Centre

Students will have the opportunity to witness first hand the setup and logistics of a major production. During the entirety of Friday the participants will receive lectures and guided visits to the setup of this venue.

Real Madrid Soccer Match

Participants will be invited to the VIP enclosure of Real Madrid´s Santiago Bernabeu Stadium to watch an official match of La Liga. Real Madrid is one of the most legendary soccer teams having won 13 Champions League titles.

IFEMA - Expodental

Expodental, the benchmark trade fair for the European dental industry, will consolidate its international expansion with Spain as its Host Country. On Saturday, the participants will have the chance to visit this venue to learn first hand how such a trade fair is setup and managed.

Topics to be covered

· Event design · Compliance · Insurance · Stress management · Sponsorship · Marketing & Sales · Concert Promotion · Sporting Events · Food & Wine Festivals · M.I.C.E. · Ticket Sales · Taxes · Venue setup · Trade fairs & Exhibitions · Talent booking · Working with speakers & celebrities · Crowd management · Event accounting & finances · Technical Rider · Hospitality & Corporate Hospitality · Health and safety · Risk management · Intellectual property · Event sustainability

"SUCCESS DEPENDS UPON PREVIOUS PREPARATION, AND WITHOUT SUCH PREPARATION THERE IS SURE TO BE FAILURE.”

CONFUCIUS

The Organizer

CHRAND MARKETING & EVENTS

Chrand specializes in the marketing, design and organization of events in music, sports and wine and the environment. This agency has organized and managed summits and conferences with President Barack Obama, Vice-president Al Gore, and Secretary General Kofi Annan amongst other world leaders. Chrand has also promoted concerts with Sting, Tom Jones, Enrique Iglesias and Pink Floyd; sporting events with Agassi, Edberg and Sánchez Vicario; tournaments such as the Davis Cup.

Academic Partners

THE AMERICAN COLLEGE IN SPAIN

The American College in Spain was created as the first American university of Andalusia correspondingly as the International Center of Broward College in Ft. Lauderdale. Located in the city of Marbella it offers a curriculum fully accredited in the US. Students can begin in Spain their first two years of studies by completing their general education courses required by all U.S.

• universities. After completion of these two years, students can

transfer to a North American university where they can complete their bachelors degree.

FIU CHAPLIN SCHOOL OF HOSPITALITY & TOURISM MANAGEMENT

FIU’s Chaplin School of Hospitality & Tourism Management has been recognized as one of the top hospitality programs in the US with more than 2,000 undergraduate and graduate students

• annually. It has also been awarded the #1 Online US Hospitality
• Program. This school is also the co-organizer of the South Beach

Food & Wine Festival, the world´s largest and most important of its kind.

Livenation Live Nation Entertainment is the world’s leading live entertainment company comprised of four market leaders: Ticketmaster, Live Nation Concerts, Artist Nation Management and Live Nation Media/Sponsorship. Octagon Sports Part of Octagon, the global sports and entertainment content marketing arm of the Interpublic Group of Companies. The two divisions which make up Octagon are Athletes & Personalities and Marketing handling corporate sponsorship and event management. Atlético de Madrid - Wanda Metropolitano Atlético Madrid is one of the top 3 clubs in Spain and one of the greatest

• internationally. The club´s home stadium is Wanda Metropolitano with a

capacity of 68,000 spectators. With state-of-the-art facilities it is also one

• f the best concert and event venues.

Thinking Heads Thinking Heads helps successful people – in politics, in business, in the arts and sciences – enhance their brands and expand their influence. We position our clients as thought leaders in the marketplace showcasing their expertise as keynote speakers. Thinking Heads established its Americas headquarters in Miami in 2014 and has since opened a second

• ffice in Seoul, South Korea.

Senior Master Cup The best tennis of all times. Top level tennis returns to Marbella

• n September every year because of the celebration of the Senior

Masters Cup at the Puente Romano Tennis Club. This year, for the fourth consecutive year, consolidated stars of the racket will meet in the capital

• f Costa del Sol to compete in the Senior Masters Cup, the reference

sport and social event in the Marbella calendar.

Supporting Organizations

The following are the leading organizations in different areas related to event management and their related fields. They support this program providing their extensive experience and expertise as well as management members and staff who will conduct the lectures, panels and guided tours.

Gerard Bertrand - L'Hospitalet Jazz Festival With 15 estates, Gérard Bertrand has been the ambassador of fine wines

• f Languedoc-Roussillon around the world for over 30 years. It was

awarded "European winery of the year" in 2015 by the prestigious magazine Wine Enthusiast. Every summer, since 2004, Gérard Bertrand

• rganizes the Festival Jazz à l’Hospitalet, a combination of great

performances, gastronomy, wine, culture and superb hospitality. The festival has featured names such a Diana Krall, Texas, Seal, George Benson, Craig David and many others. Club Tennis Puente Romano Since Bjorn Borg opened the Club in 1979, they have hosted some of the very best stars at international tournaments and even world-renowned musicians in open air concerts. Wizink Center It is considered as one of the top 3 events and concert venue in the

• world. For five consecutive years it has hosted more events in Spain than

any other venue, including basketball games, concerts, and large musical productions. IFEMA IFEMA's activity as a trade fair organizer has made it the number one

• perator in Spain and one of Europe's leaders. The Feria de Madrid

venue hosts over 80 events every year and supports various sectors of the economy. Miller Insurance Miller is the leading specialist broker for intermediaries, direct insured and reinsured operating in Lloyd’s of London and international markets. From up-and-coming artists to global music icons, Miller works with agents, concert promoters, producers and managers at all levels of the music industry to protect revenue, equipment, potential liabilities and cancellations. Wegreen The objective of Wegreen is to advice and support organizations, which are looking for making a difference by producing events with a sustainable mind-set, while contributing actively to making our world a better place. Pentación Espectáculos A private company founded in 1988 with the objective of producing, promoting and distributing theater, it's staged more than 200 shows including its own productions, executive productions and distribution. The company manages Teatro Bellas Artes and Teatro La Latina as well as the International Classical Theater Festival of Mérida, one of the most important in Europe.

Faculty & Staff

PANCHO CAMPO

Upon stepping off the tennis courts, Olympic Captain in Barcelona 92 and ATP tennis professional Pancho Campo opened his own events management company Chrand Marketing & Events. This stage of his career had him working in events such as Davis Cup, the Pro Beach Soccer Tour and sports tournaments with fellow celebrities Andre Agassi, Stefan Edberg, Pat Cash and Eric Cantona. He later on expanded to music, promoting concerts with legendary music artists Sting, Enrique Iglesias, Pink Floyd, Jamiroquai, The Gipsy Kings and many others Pancho has produced world-class conferences with leaders such as US President Barack Obama, Vice-President Al Gore, and United Nations Secretary-General Kofi Annan. As the creator of several international conferences on Climate Change & Wine, and the new Climate Change Leadership summit, he was trained by Vice-President Gore and worked with him in several occasions.

PROGRAM DIRECTOR & FOUNDER

The program features some of the leading companies in the world of event management, M.I.C.E., concert promotion, theatre and related industries. The following are some of the companies that will provide members of their staff to conduct the lectures, practical sessions, panels, debates and visits to venues and events:

The American College in Spain FIU Chaplin School of Hospitality & Tourism Management Chrand Marketing & Events Octagon Sports Livenation Thinking Heads Wizink Center & Impulsa Events IFEMA Atlético de Madrid Wanda Metropolitano Stadium WeGreen Miller Insurance Pentación Espectáculos

FACULTY

Schedule & Dates

Dates: 20th to 27th September, 2020

Who should attend?

This course is designed for professionals already working in events wishing to improve their knowledge by learning the latest trends and strategies in the areas that will be covered during the course. It is also directed to people who work in areas directly or indirectly related to event management. The following are some of the people who can benefits from attending this course:

Concert promoters M.I.C.E. Organizers Sporting event promoters Hospitality schools Advertising agencies Government agencies Trade fair organizers Marketing managers Marketing agencies Hotel management Venue Owners Event management students NGOs PR Agencies

ACADEMIC CREDITS

Students interested in obtaining academic credits can apply to receive such credits upon registration. Florida International University – Chaplin School

• f

Hospitality and Tourism Management will grant these credits, in collaborations with The American College in Spain,

ACCOMMODATION & HOSPITALITY

• a. Official Hotel in Marbella - Alanda Hotel Marbella 4*

Alanda Hotel sets a new benchmark for luxury and excellence in the Costa del Sol situated in the heart of Marbella´s "Golden Mile". It benefits from the tranquility of the most exclusive holidays and golf location in Europe;

• verlooking the Mediterranean Sea it is just 3 Km away from the vibrant Puerto

Banus Marina and Marbella´s Old Town Centre.

• b. Official Hotel in Madrid – Hotel Abba Madrid 4*

Hotel Abba Madrid is a 4* hotel with is located in in the business center of the capital, and offers a fantastic connection to the airport, the city center and its main points of tourist interest.

• c. Hospitality

The program includes breakfast, lunch and diner at the official hotel. It also includes lunch or diner at some of the venues to emphasize the importance of catering and corporate hospitality within an event. There will be other hospitality activities such as:

• Welcome cocktail & dinner
• Dinner at a traditional Spanish beach hut
• Visit & Tour of Malaga
• Visit & Tour of Marbella
• Visit & Tour of Madrid
• Farewell lunch or dinner
• d. Transportation

All students will be offered airport transfers upon their arrival to Malaga. The transportation between Malaga and Madrid will be by the high-speed train AVE, one of the best in the world.

WANDA METROPOLITANO

COURSE VENUES

WIZINK CENTER IFEMA

The course lectures will take place at The American College in Spain and at the Official Hotels, both in Marbella and Madrid. The visits to the event venues and practical sessions will be at the following:

THE AMERICAN COLLEGE IN SPAIN PUENTE ROMANO TENNIS CLUB HOTEL 3 & 4* MARBELLA - MADRID

Requirements

Application form duly completed. 2 photographs. Passport/ID copy. 2 letters of recommendation. Application fee and deposit of 1.500€ to be deducted from the total cost. If the student application is not accepted the deposit will be refunded. The official language of the course will be English. The course capacity is limited to 32 students. Participants interested in attending the course must present the following documents:

Visa Requirements

The American College in Spain has an International Student Advice team who provides confidential advice and guidance to applicants and students on study-related visa and immigration issues.

• Total amount: 4.275€ + 21% VAT
• 1.500€ to secure your place in the course.
• The remaining must be paid at least one month before the start of

the program.

• Payment can be done through:

· The American College in Spain website · Chrand Marketing & Events website · Via bank transfer or credit card

• Follow the link below to register for the course:

Fees & Form of Payment

THE PACKAGE INCLUDES:

• Approximately 40 hours of lectures, panels and practical sessions.
• Guided visits to iconic sports and music venues in Madrid.
• Access to events scheduled in the program.
• World-class faculty and team of experts.
• 8 nights of accommodation in a 3 and 4 star hotel.
• All meals are included – breakfast, lunch and dinner.
• Airport transfer from Málaga.
• Transportation from Marbella to Madrid.
• Official Closing Dinner.
• Merchandising and welcome package.
• Exam rights.

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SCHOLARSHIPS & CORPORATE RATES

There are a very limited number of partial scholarships available. Please contact our registration department. Companies and organizations interested in registering more than

• ne participant can benefit from our special corporate rates.

LET'S CONNECT

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HEADQUARTERS

For further information or to arrange a Skype call with our program director please contact: EMAIL ADDRESS info@chrand.es PHONE NUMBER +34 952 763 593 MAILING ADDRESS CC LA ALZAMBRA, URB. LA ALZAMBRA OFICINA 1-1 29660 MARBELLA (MÁLAGA)

OUR REPRESENTATIVES IN LATAM

mercadeo@thepartners.com.co PHONE & WHATSAPP NUMBER +57 312 866 6357 CONTACT PERSON ANDRÉS MUNERA - CEO THE PARTNERS www.chrand.es www.americancollegespain.com EMAIL ADDRESS WHATSAPP NUMBER +34 696 21 28 80