Background

Scope
The Experience Mezzo conference requires thorough planning and continuous monitoring to ensure the MacVille events steering committee criteria are met and above all complete conference success.

Our focus aims at four main areas of this conference:
1. Budget o Break even on costs. Provide cashflow and conference cost breakdown to the MacVille Events steering committee. Budget is $25,000 and you will have the sales manager and two MacVille Espresso sales people at the conference to help you with organising and presenting.
2. Presenters/ Entertainment o Engaging the right key note speakers and company presenters o Themed entertainment for dinner.
3. Attendees o Reasonable registration fee for delegates. Your target audience is owners and managers of retail coffee shops within the surrounding geographic zone.
4. Purpose o Full day conference with culminate dinner. First conference in the state for the company. Conference success measured by securing sales leads for the Mezzo range of espresso coffee machines.

Reporting
Leading up to and throughout the conference, internal reporting will occur between my team which includes the sales manager and sales persons, and primarily the MacVille events steering committee. Regular meetings are to be held to ensure planning is kept on schedule, milestones are met and all aspects of the conference are included.

The budget has been capped at $25,000. For all expenditure and conference costs, expenditure approval is required to ensure value for money and prevent any budget overrun. Budget approval process is as follows:

Constraints

There are a number of constraints which could impact the conference, some more sever than others.
1. Cost
a. The budget is capped to $25,000 with instructions to break even on costs. Seeking additional approval is not an option.
2. Venue
a. The maximum number of attendees allowed in meeting rooms to comply with Fire and Health & Safety regulations.
3. Legal Issues
a. Privacy legislation- ensure all correct measures are taken when processing delegate’s personal information.
4. Environment
a. The Far North Queensland regional area is prone to heavy monsoonal rain and severe tropical cyclones between October and April. This has been known to affect the International Airport and close roads surrounding the Cairns area.

Preparation
Venue
The Novotel Oasis Cairns Resort has been identified as the most suitable venue within the area to host the Experience Mezzo conference. This location has all the appropriate facilities; these include breakout session room, registration area, accommodation, central location, main conference room for keynote session and offered value for money for a full day conference with cumulative dinner and full catering. Centrally located in the heart of the city, Novotel Oasis Cairns Resort has availability to host this conference on our required date.

Other venues sourced include The Hotel Cairns, Sebel Cairns and Rydges Esplanade Resort. While these hotels can cater for conferences and have available facilities, the ability to accommodate our event with approximately 60 delegates and be cost effective was ultimately the determining factor.

Conference facilities at the Novotel Oasis Cairns Resort include five separate meeting rooms with capacity of up to 3oo delegates, audio visual equipment, full conference catering and accommodation facilities.

For each of the breakout sessions, these will be held in meeting rooms M2 & M3 respectively. Set out in workshop style settings with product demonstrations and hands on experience opportunities. Attached to this document is the Novotel Oasis Cairns Resort meeting kit containing all conference facilities available.

Timeline
The below conference planning schedule outlines and identifies tasks and milestones for the event.

Conference Planning Schedule
Delivery date Milestone
November 2012 Prepare conference concept document and conference plan. Select appropriate venue, determine format, dates, attendees list.
December 2012 Finalise program and agenda, speaker, topics, schedule and costs. Liaise with venue and tentatively book accommodation, transfers, catering for expected number of attendees for the event.
January 2013 Contact speakers to book for the conference, create speaker schedule and topics. Arrange special event for attendees and partners. Finalise attendees list.
February 2013 Update the program and confirm conference details with venue. Ensure guest speakers are confirmed and conference event is established for invitational flyers to be issued.
February 2013 Review audio/visual needs for the conference, based on key speaker and demonstrator requirements. Send out invitational flyers to attendees.
February 2013 Create a name database for confirmed attendees, including contact details and special needs. Update program with any changes, additional requirements and note and special needs of attendees (ie wheelchair access/ seating, food allergies, dietary requirements)
March 2013 Confirm accommodation requirements, catering numbers, venue setup and conference requirements with venue staff. Order conference bag and promotional items.
March 2013 Meet with support staff and discuss conference details, schedule and what is expected on the day. Revise and adjust program if necessary. Train support staff for registration process.
March- one month out Confirm guests, menu, keynote speakers. Create signs, name tags and finalise conference program. Discuss conference program with MC and if necessary adjust accordingly.
Email attendees a conference update (also a reminder of the event)
April- week before Review all details, ensure all materials have arrived. Equipment is checked and is working. Confirm with the speakers on travel details and arrival times at the airport for transfers.
April 2013- after conference Send speaker thank you letters. Review feedback forms and hold a post conference meeting with the events steering committee. Write a post conference report.

Speakers
Each speaker has been carefully selected for the conference. The relevance to the target audience is high as delegates are owners and managers within the local area.

The Mezzo company representative at the conference will bring extensive knowledge and provide attendees with genuine information from a Mezzo representative. The conference will be featuring a special interest area with latte art. This will add value and attendees can update their knowledge and improve skills.

Budget
Item Description/purpose Cost
Budget Allocated funds $25,000.00
Income Based on expected number of attendees:
60 attendees @ $100pp $6,000.00
Sponsorship Product samples and leaflets& advertising $1,500.00
Expenses
Travel & Accommodation Flights & Accommodation for Mr John Smith (MacVille Marketing Manager) $1,000.00
Canapés & Dinner 70 attendees @$100pp $7,000.00
Venue Hire of function rooms, data projector equipment and catering $5,500.00
Promotional Flyer, conference bag, name tags $6,500.00
Other Coffee Machine for prize giveaway $2,000.00
Speaker fee David Vicenzino
-Mezzo Italian Espresso Representative $3,500.00 Kirby Berlin
- 2x 1hr Latte Art Workshops @$1,000.hr $2,000.00
Speaker gifts Espresso coffee sup set with company logo $200.00
Entertainment Italian Band I Giovanotti $1,000.00
Support Staff 2x Registration Desk Staff @$20/10hr
4x Baristas @$20/10hr $1,200.00
Contingency Monies set aside for unexpected costs $2,500.00
Total expenses $32,400.00

Surplus/deficit $100.00

Cashflow

Risk management

Risk Type Mitigation Contingency Level(L,M,H)
Equipment Failure Technical Test equipment prior to conference Spare/back up equipment High
Attendee Food Allergies External Have question on registration
& at registration desk Alternate menu available High
Guest Speaker Cancellation Other Confirm attendance with speaker prior to conference Prepare an additional Medium
Accommodation not booked External Confirm bookings with venue Research alternate venues for availability Low Promotional strategy
Initially the conference will be promoted to the target audience by email and then follow by distributing the flyer. Once registrations are received online via the website, email delegates with more information regarding the conference. This will also remind them of the event date, reducing the risk of withdrawing due to conflicting dates.

Monitoring
To monitor the planning and management of the conference, monthly meetings with the Events Steering Committee and my team will need to be arranged. This will ensure the management of conference details, bookings, budget commitments and planning meet the target dates and conference planning schedule.

These monthly meetings will become fortnightly meetings as the event date approaches. Again this will ensure all details and deadlines are met. Use of the conference planning schedule, Gantt chart and cash flow will assist in the monitoring of preparation and management of the conference.

Frequent liaison with the venue event management will also ensure correct and up to date information is provided.

Delegate register
Data collected from the online registrations will be the main source of delegate information. At the time of registration, there will be a clause stating that each person’s personal information is required only for the delegate register and the conference event.
Conference staff need to be aware of the appropriate legislation and privacy laws regarding the collection and storing of personal information. The collection, storing, handling and management of personal information will be done in accordance with the Information Privacy Act 2009.

Conference Program

Presents
Mezzo Italian Espresso Machines
Tuesday, April 16, 2013
8:00 am – 4:00 pm Registration
9:00 am – 10:00 am Opening Address & Keynote Session #1
Mr John Smith, Experience Mezzo
(Room M1)
10:30am – 11:00 am Morning Tea Break
11:00am – 12:30 pm Keynote Session #2 Speaker: Mr David Vicenzino, Mezzo Italian Espresso for you
(Room M1)
12:300pm – 1:30 pm Lunch
1:30pm – 2:30 pm Create Eye-catching Latte Art with Kirby Berlin (2011 Latte Art Champion)
(Room M2) Mezzo Product Demonstration
(Room M3)
2:30 pm – 3:00 pm Afternoon Tea Break
3:00 pm – 4:00 pm Create Eye-catching Latte Art with Kirby Berlin (2011 Latte Art Champion)
(Room M2) Mezzo Product Demonstration
(Room M3)
4:00 pm – 5:00 pm Closing- Mr John Smith
6:00 pm – 7:00 pm Pre-dinner entertainment – “Italian Band I Giovanotti
7:00pm – 9:00 pm Dinner & Presentations

Conference Bag
For all delegates attending the Experience Mezzo conference, at the registration desk they will receive a conference bag to keep. Delegates can then collect brochures and other handouts throughout the conference.
The contents will include the following:
• Conference Program print out
• Name Badge
• Coffee Samples
• Pen & Business card holder
• Mezzo Italian Espresso Machine brochure