Frodsham Community Events Toolkit

Frodsham Community Events Toolkit 2014 Contents 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. ...
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Frodsham Community Events Toolkit

2014

Contents 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31.

Executive Summary Introduction Benefits of Events Planning Stage Date Venue Budgeting and gaining funding Budget summary template Identifying funding Marketing plan Marketing budget Press releases Licensing and Permits Access Parades and road closures Collecting money Noise pollution Food safety Utilities Insurance Health & Safety Management Risk Assessments Toilets Stewarding Entertainment Christmas tree and lights Reindeer Fireworks Parade & Floats Market stalls Artificial snow Music

Appendix 1 Christmas Festival Planner

Appendix 2 Example Booking Form and Regulations

Appendix 3 Sample Risk Assessment incorporating Marshals Briefing Note

Appendix 4 Christmas Stall Locations

Appendix 5 Christmas Festival Safety Checklist

Appendix 6 Contacts

Appendix 7 Example festival report for stallholders and volunteers

Executive Summary This toolkit supplements the Christmas Report commissioned by Frodsham Town Council and prepared by Frodsham Foundation. In the Christmas Report, Frodsham Foundation recommended that as CWaC funding of the Christmas Festival disappears that Frodsham Town Council takes responsibility for the Christmas Festival. To overcome the problem of financing the Festival an alternative organisational approach is recommended. The four major work streams to the Festival could be organised with limited interaction to minimise the need for overall project management, with the Town Council retaining responsibility for risk assessments, health and safety, permits and insurance. Frodsham Foundation recommended that: •

The Christmas Market is run as a business. The Town Council could offer the project to private businesses that would “buy” the right to organise the Christmas Market.



The parade is organised by a number of voluntary organisation. Given previous involvement in parades perhaps the Town Council should take the lead here.



The entertainment on the stage is organised by the performing groups who could liaise and organise the programme between themselves.



The general marketing of the Festival is undertaken by Frodsham Foundation as part of its general town communications activity funded by the Town Council in 2014.

Please note: This is an advisory document and Frodsham Foundation does not accept any liability whatsoever for loss sustained in reliance on anything contained within the document. Nothing in this document is intended to negate the responsibilities of event organisers in respect of relevant legislation and standards of care.

Acknowledgements Frodsham Foundation would like to thank all the individuals, groups and public bodies that have helped Frodsham Foundation to successfully deliver 11 events during 2012 and 2013, including the Bee Festival and the Christmas Festival 2013. Special thanks go to Frodsham Town Council, Cheshire West and Chester Council Officers (in particular David Atkinson, Caroline Backhouse and Andy Worrall), Karen and Julie of YourTimeSavers, Pam Warhurst of Incredible Edible Todmorden, Frodsham Community Association, Frodsham & Helsby Rotary Club, Frodsham Round Table, Frodsham Youth Association, Frodsham Transition Initiative, Chester Giants, University of Chester, Brio Leisure, Princeway Health Centre, 4th Frodsham Scouts, 3rd Frodsham Sea Scouts, EBL Construction, Mavis Plant Hire, Warburtons Farms, Gleaves, Rightway, May Gurney, Golden Triangle Generators, North Cheshire Beekeepers Association, Eddie Grant of GEM Event Management, Castle Park Arts Centre, Andy Guile of Bear Behind Events, Angela at PR the Write Way, Joe Riley, O2, Mark Reeves of Felicitations Photography, Phil and Jody Lamb of Hawk Publishing, Phil Woods (Freelance Phil), Frankie Connor and Jo Krasner of BBC Merseyside, Halton Community Radio, Gavin Matthews of Dee Radio 106.3, DB Audio, Martin Woolf, Jill Hesketh, Frodsham Junior Football Club, Adam and Matt of Excel Medical and Ryan and Mark of NorthWest Amateur Football Association. Thank you also to all the local businesses, schools and community groups who have supported the events through advertising, sponsorship and promotion of the events to their members and clients.

1. Introduction Frodsham Town Council commissioned Frodsham Foundation to produce this community events toolkit to assist local community groups in the organisation and delivery of events that promote and enhance community cohesion. In light of recent changes in funding, this toolkit uses the organisation and delivery of the Frodsham Christmas Festival as a case study. The toolkit provides: i.

Time tracker for main components,

ii.

Legal requirements for the delivery of public events,

iii.

Local requirements for the delivery of community events,

iv.

Relevant contacts.

The toolkit aims to set out, in easy to follow sections, the key areas of events management, and provide some management tools that may be helpful to community organisations. If you wish to add anything further to this toolkit for the benefit of the wider community, please email any additional content to [email protected]. This toolkit is aimed at volunteers who organise local community events - this is not meant to be a complete and absolute guide to running successful events, but a helpful resource that can provide tips and a checklist for easy reference.

2. Benefits of Events Events such as the Christmas Festival are expensive but they create many community, sporting and cultural benefits for Frodsham’s residential and business community and visitors to our town. Festivals and events bring people together, and provide opportunities that are not always available for individuals, to participate in events and for developing enterprises to reach new markets. Events and festivals add to the quality of the tourist experience and encourage visitors to extend their stay in the area. Events are also opportunities to develop volunteerism which creates a positive impact, developing the skills of those volunteering and providing an enjoyable experience. There are many other benefits of events, including participation in sporting events such as football tournaments, It’s a Knockout, tug of war etc. Events and Festivals also attract positive publicity for the town such as the national coverage of the 2013 Bee Festival. Feedback and monitoring of events is important and we provide some outline guidance on the actions Frodsham Foundation has taken after its larger events in Appendix 8. Without volunteers however many events would not be able to operate and run cost effectively.

3.

Things to consider in the planning stage

An event organiser has a duty to plan, manage and monitor the event to make sure that workers, volunteers and the visiting public are not exposed to health and safety risks. Some things to consider: • • •

Proposed date(s)/time(s) - will your event clash with any other local events or major regional events? Proposed venue - is it available, what are the restrictions, what are the costs? Estimated attendance - this will determine the licences and permits you require

• • • • • • • • • • • • • • • • • • •

Target audience - this will shape your marketing strategy Roles and responsibilities - who will take responsibility for the different elements? Stewarding and security - will you pay for these services or will you be relying on volunteers? First aid provision - the nature of your event and expected attendance will determine your First Aid requirements (see contacts at Appendix 6) and whether you need to provide a first aid base. Fire safety requirements - will you require fire extinguishes etc Event layout - for example at Castle Park there is an area with hard wearing matting to protect the grounds. Risk assessment - who will prepare these and take responsibility for updating them? Evacuation procedure and clear access for emergency vehicles Will your event be open to the general public or ticket only? Traffic management proposals and Police liaison Car park arrangements Food and alcohol requirements and restrictions Licences - music, alcohol, entertainment etc Welfare facilities inc lost children and lost property Grounds preparation (grass cutting, litter picking etc) prior to the event Waste management during and after the event Admission fees and charges - who will collect fees and charges? Insurance Equality, diversity and accessibility

4. Date Frodsham is a very active town with over 200 community groups, a wide range of small events and a number of medium sized events: Downhill Run and Festival in the Park - Usually the first weekend in July. Community Association and Rotary.

Check with the

Frodsham Cricket Club Donkey Derby - typically June - check with FCC. Frodsham Charity Music Festival - typically July. Check with John and Pat (contactable through their Facebook page https://www.facebook.com/frodsham.charity?fref=ts) or BEST WESTERN Forest Hills Hotel. Cheshire Motor Show - typically in July, check with the Rotary Club. Silcocks Fair - typically September. Check with the Community Association. Bonfire and fireworks display - various inc at the Community Association and 3rd Frodsham Sea Scouts. Christmas Festival - typically last Saturday of November.

When planning an event check the Frodsham Foundation’s events enewsletter for other events that may clash and/or detract from your event. If you don’t already receive the enewsletter you can subscribe by going to the Frodsham News Facebook Page or by emailing [email protected]. You can also view the latest enewsletter by visiting www.frodshamfoundation.net Also check what else is happening in the borough by going to www.cheshirewestandchester.gov.uk and click on the ‘upcoming events’ tab on the home page. When you have set a date email [email protected] to add it to the local events listings. Frodsham Foundation will add it to the events listings on the enewsletter, website and social media and will send details to the free What Where When guide printed by CWaC, BBC Activity Maker, Cheshire Life, Frodsham Life and Halton Community Radio.

5. Venue The venue is a key issue for event organisers. The following bodies own/manage the following public spaces in Frodsham.

Cheshire West and Chester Council for all enquiries call 01606 288539 Castle Park - outdoor venue with some parking but limited vehicular access plus conference facilities in the main house. Part of the park area to the side of the house has been reinforced below grass level to provide a strengthened surface for vehicles and marquees. External power and water facilities available by arrangement with CWaC. Limited toilet facilities, some low level external lighting, open to public access. Saltworks Farm - large open space consisting of 3 football pitches, small skatepark, children’s play area, changing rooms and limited car parking. Access through residential area via Ship St or St Hilda’s/Ashton Drive. Limited toilet facilities, limited external lighting, open to public access, some issues with dog fouling. Contact Brio on 01928 733953 for bookings. Brio - Frodsham Leisure Centre - indoor and outdoor facilities available to hire. Parking and toilets available. External lighting in place. Shared access with the Princeway Health Centre and Library. For further information contact Brio on 01928 733953 you may also wish to inform the Health Centre (0844 477 39 36) and the Library (01244 977345) of any large events such as the Christmas Festival.

NB: Consent of Cheshire West and Chester Council must also be obtained for any events involving public highways and/or pavements.

Frodsham Town Council for all enquiries call 01928 735150 Frodsham Town Council owns the following play areas - the majority are too small and/or unsuitable for event purposes due to lack of facilities and/or location. Churchfields - large open area of land adjacent to St Laurence’s Church. No parking, lighting or toilet facilities. Townfield Lane - small play area opposite the allotments. No parking, lighting or toilet facilities. Top Road - very small play area set in a field. No parking, lighting or toilet facilities. Ship Street - fenced and gated area, previously used as a play area. No parking, lighting or toilet facilities. Park Lane - very small play area. No parking, lighting or toilet facilities. Hob Hey Wood - several acres of mature woodland. No parking, lighting or toilet facilities. Marl Pits - No parking, lighting or toilet facilities. Marshlands Tree Garden (down Greenfield Lane/side of Devonshire Bakery). No parking, lighting or toilet facilities. Fluin Lane fields - adjacent to the Community Association. Although owned by FTC part of the fields are rented to the Community Association. Contact the Clerk on 01928 735150 and the Community Association on 01928 732222 for details. In addition to the public spaces, the following private venues are available: Frodsham Community Association, Fluin Lane, contact 01928 732222 Frodsham Youth Association, Fluin Lane, contact 01928 731440 BEST WESTERN Forest Hills Hotel, Overton Hill, Frodsham, contact 01928 735255 Main St Community Church, contact 01928 735589 Parish Hall, Church Street, email [email protected] Methodist Church Hall, contact 01928 735312 Holiday Inn, contact 0871 942 9094 Guide Hall, Ship Street, email [email protected] 3rd Frodsham Sea Scouts (behind the Devonshire Bakery) email [email protected] 4th Frodsham Scouts (Hillside Road) email Ron Sayle at [email protected] Conservative Club, 74 Main St, contact 01928 731 493

6. Budgeting and Gaining Funding With many public sector grants being reduced, budgets should be planned a minimum of 6 months before the event. The following template is intended as an initial guide based on the Christmas Festival but each event will have different potential income and expenditure streams. The Budget Summary we devised in relation to the Christmas Festival is similar to an Income and Expenditure or Profit and Loss account and includes confirmed and projected income and expenditure sums for the entire event. Notes accompanying the budget projections should highlight opportunities for additional income streams. Please note that the headings we have used in the

template relate to the Christmas Festival and are not exhaustive. Other items may fall under different headings for different events and festivals and the headings will need to be adapted as appropriate.

7. Budget summary template Frodsham Christmas Festival 2013 Actual income/expenditure CWaC

FF account

Love Frodsham

Total

Income Stall Fees Sponsorship Advertising Other, donations etc Total

1,830 300

0

1,350 574 3,754

300

1,830 300 1,350 574 4,054

Expenditure Officer time Sound Reindeer Fireworks Lantern Workshop Float decoration Lighting & generators Traffic Management Insurance Volunteer costs Flyers Posters Leaflets/Guide Website Total

P/L

2,000

5,924 100

5,250

218 50 488 43 1,122 100 9,277

223

7,924 100 1,500 500 1,250 32 1,200 223 218 50 488 43 1,122 100 14,751

-5,250

-5,523

77

-10,697

1,500 500 1,250 32 1,200 223

8. Identifying potential sources of funding Although Frodsham’s Christmas Festival has always benefitted from significant public sector funding (largely CWaC), future events will have to attract alternative funding as public sector money is withdrawn. Potential sources of income for your event include: Stall Fees Sponsorship of stage, parade etc Programme advertising Advertising banners/hoardings

Donations Entry fees Many of Frodsham’s local businesses, particularly the pubs, bars and restaurants, benefit enormously from the Christmas Festival, however, few of these businesses support the event financially and this lack of support needs to be addressed if events such as the Christmas Festival are to continue. Different events impact on local businesses in different ways. The high street retail focused 2013 BIG Wedding Events created the busiest retail days of the year for some retailers, with the Bee Festival creating the second busiest day, despite it being based in Castle Park. There are however a large number of community events already taking place in Frodsham and some businesses are approached on a weekly basis for financial support, gifts and prizes. If your event is going to need sponsorship and/or advertising in programmes leave sufficient time to organise the contributors, artwork, printing and distribution. It would be unreasonable to identify private funders as they will be inundated with requests and their involvement will depend on personal networks but some of these larger bodies will provide one off grants, others will require match funding. • • • • • • • • •

Cheshire West and Chester Council Cheshire West and Chester Ward Councillors (currently Cllr Lynn Riley and Cllr Andrew Dawson) Frodsham Town Council BiG Lottery - Awards for All O2 The Co-Operative Membership Community Fund Arts Council Sport Cheshire and Sport England Cheshire Community Foundation

There are many other funders whose priorities you may meet depending on the type of event you are organising. Try to apply at least 6 months before you are likely to need the funding as funding decisions typically take between 6 weeks and 6 months and some Trusts and Funds may only have one or two deadlines per year.

9. Marketing Plan It is crucial to communicate what your event is about, how to access information on it, the great experience it will deliver and how to participate. If you are going to have VIPs at your event factor this into your marketing plan. In addition to local celebrities, the local MP may support your event, as may the Town Mayor (for engagements contact the Town Council on 01928 735150) and the Junior Mayors (again contact the Town Council for details). For the 2013 Christmas Festival we used a combination of marketing techniques: • • • • • • •

Facebook Twitter Enewsletters to local residents, businesses, schools, councils and community groups Website (www.christmasinfrodsham.co.uk) Posters in pubs, shops and schools throughout Frodsham and the surrounding area Flyers distributed within and beyond Frodsham and distributed by residents at large employers in the area. NB you are responsible for any litter resulting from you handing out leaflets. Banners - possible locations include on the railings at Lady Heyes, fencing at EBL Construction at Sutton Weaver, side of Devonshire Bakery, railings at Helsby High School (please see

• • • • • • • • • • • •

contacts at rear). Cheshire West and Chester Council Highways department will remove any banners attached to bridges/overhanging roads for safety reasons. Guide to Christmas detailing over 100 activities and events taking place in Frodsham over the festive season. School newsletters Teacher to parent texts Local press Local radio Word of mouth Cheshire West and Chester Council’s ‘What, Where, When’ quarterly publication BBC Activity Maker Cheshire West and Chester Council’s online ‘What’s On’ event finder (http:// apps.cheshirewestandchester.gov.uk/WhatsOn/AddEvent.aspx) Stallfinder Display screens at Princeway Health Centre and Helsby High School Event calendars such as www.christmasmarkets.com

We found that social media was particularly effective in promoting the Christmas Festival as more people wanted to communicate with friends and their social networks before, during and after the event. The advantages of social media are: • • • • •

Low cost Easily updated Can be updated by numerous admins Increases exposure beyond the physical boundaries of the town Can be used to engage more volunteers

The disadvantages of social media include: • • • • •

Time consuming to keep fans engaged Does not reach the significant proportion of our community who are not online Potentially open to abuse Easily forgotten or overlooked Increases pressure to live up to expectations when even the best laid plans may change at the last minute (particularly relevant when relying on goodwill and volunteers).

Whilst social media was particularly effective for promoting the Christmas Festival it is important to identify the target visitors for the specific event as this will help shape the marketing plan. To develop a marketing plan identify the 4 Ps: • • • •

Product: What is the event? What are the key elements? What experiences will it deliver? Price: What is the price of attending/participating in the event? Will it be free to enter or tickets? Do you need to set a range of prices to attract different audiences and maximise your visitor numbers? Place: Where will the event take place? How do your visitors get to the event (parking issues, park & ride etc)? Can you support other local businesses such as local accommodation? Promotion: How do you promote the event (see the above list in relation to the Christmas Festival)?

The marketing plan should make it as easy as possible for visitors to attend the event, purchase tickets and get the information they need. The plan should also provide for how to look after performers/service providers so that their contribution to the event’s delivery is fully valued and they take away a positive experience of the

event. For example, at the 2013 Christmas Festival Frodsham Foundation paid for the marshals and volunteers to have free hot drinks and one hot meal. When creating your marketing plan, ensure you allocate sufficient time and resources. The coordination of the 2013 Guide to Christmas was extremely time consuming as it featured over 100 events taking place in Frodsham during the Festive period. In addition to gathering the information from the various community groups, we attracted advertisers to cover the cost of designing and printing the Guide.

10. Marketing Budget Marketing costs can quickly increase so it is worthwhile having a separate marketing budget for the event. Marketing costs for the 2013 Christmas Festival were minimised as a result of Frodsham Foundation’s existing social media, enewsletter subscription base and existing website which was converted to a Christmas website. Local businesses then sponsored the flyers and Guide to Christmas. Key expense considerations include; • • • • • • • •

Design costs Advertising costs Web hosting, design and maintenance costs Social media costs Banner production PR costs Promotional merchandise costs Distribution of marketing material

Historically flyers for the Christmas Festival were distributed via Frodsham Life and Runcorn and Widnes news. In 2013 these costs were eliminated as Frodsham Foundation provided the following organisations with Christmas Festival posters, flyers and Guides to Christmas for distribution: • • • • • • • •



The 11 local primary schools distributed marketing material to all their families Local pre-schools and nurseries distributed flyers to their clients and displayed posters Frodsham Library arranged for posters and packs of flyers to go on the internal bus to each library within the borough for distribution. The Youth Association, Community Centre, Leisure Centre and Health Centre were all provided with posters and flyers for distribution. Frodsham Town Council and Cheshire West and Chester Council displayed posters in their offices and had packs of flyers for distribution. All local pubs in the vicinity were provided with posters and bundles of flyers. PDF versions of the flyers were sent to O2, the Health Centre and the High School to be displayed on their screens. Posters and flyers were distributed amongst Frodsham’s businesses, with additional material provided to those businesses with additional premises (Devonshire Bakery, Rowlinsons Solicitors etc). In addition, many employees offered to take flyers and distribute in the areas in which they live. Stocks of flyers had to be regularly refreshed as certain businesses (Texaco Garage, Cancer Research, Lawless, Dandelion and Bargain Booze) distributed large quantities of flyers for the Christmas Festival.

11. Press Releases Press releases must be timely, structured, concise, easy to understand and contain all the necessary information. Write it as a news story and provide a photograph if possible. Aim to fit your press release within one page of A4 (maximum). Local PR agents (see contacts list at Appendix 6) may be willing to provide additional guidance. To promote the 2013 Christmas Festival, Frodsham Foundation sent press releases to: • • • • • •

Chester Chronicle Runcorn & Widnes News Cheshire Life Frodsham Life We Love Cheshire Marketing Cheshire

Who you send the press release to will depend on your event. For the Bee Festival, Frodsham Foundation also sent press releases to British Beekeepers Association, Bumblebee Conservation, local Beekeepers Association, CPRE, Co-Operatives and Liverpool Museum.

Press Release Checklist • • • • • • • •

Get the story into the first 2 to 5 lines ABC - Accurate, Brief, Clear 5Ws - Who, What, When, Where, Why Contact details Notes for editors: background information Quote: short and snappy Photo opportunity Date of release

12. Licensing and permits You will need to apply for a licence (Temporary Event Notice or Premises Licence) if you will be selling alcohol, providing public entertainment or public performances.

Temporary Event Notices (TEN) A TEN is an agreement from the local licensing authority under the Licence Act 2003 that states that the TEN holder can hold an event for up to 499 people incorporating any of the following: • • • •

sale by retail of alcohol supply of alcohol by or on behalf of a club provision of late night refreshment (between 11pm and 5am) provision of regulated entertainment such as performance of plays, a film showing, indoor sporting event, boxing or wrestling event, performance of live music, playing of recorded music (unless its background music), dance.

A TEN takes up to 12 working days to apply for and costs £21. A TEN can last up to 96 hours. To apply visit http://www.cheshirewestandchester.gov.uk/business/licensing_and_permits/ entertainment_and_alcohol/temporary_events_notice.aspx or email [email protected].

Premises Licence A premises licence is an agreement from Cheshire West and Chester Council under the Licensing Act 2003 that the licence holder can hold an event for over 500 people incorporating any of the following activities: • • • •

Sale by retail of alcohol Supply of alcohol by or on behalf of a club Provision of late night refreshment( between 11pm- 5am) Provision of regulated entertainment such as performance of a play, an film showing, an indoor sporting event, a boxing or wrestling event, a performance of live music, playing of recorded music, dance.

A Premises Licence takes one to two months to apply for and can cost between £100 and £635 depending where you wish to have the Licence. By completing the online Event Application form (https://eforms.cheshirewestandchester.gov.uk/? page_id=735), the Safety Advisory Group will then liaise with the following: • • • • • • • • • • • •

Licensing Events Health & Safety Environmental Health Street Scene Building Control Highways Insurance Cheshire Fire & Rescue Service Cheshire Constabulary North West Ambulance Service Joint Cheshire Emergency Planning Team

The Safety Advisory Group need an appropriate amount of time to consider your proposal:

Size of Event

Desirable

Minimum

Major event 5000+ visitors

12 months

4 months

Medium 500 - 5000

6 months

3 months

Small