bho3405 live performance management

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2/09/2014 11:31 AM ThinkPINK not your average breast cancer awareness fundraising event the event we’ve been waiting for! Clear your calendar - It's going down! ThinkPINK kicks off at 7pm on October 3rd, and you're invited to take part in the festivities. The General Store and Co. 213 Franklin St, Melbourne VIC 3000 is our meeting spot for a night of fun and excitement. Come one, come all, bring a guest, and hang loose and help raise cash and awareness for breast cancer. This is going to be an epic event! It’s a fundraising event like no other – forget your morning teas or ladies’ pamper nights. It’s a fundraising event designed by young people for young people. Think live tattooing, think up and coming local bands and DJ’s, think pop-up shops and pink

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Page 1: BHO3405 Live Performance Management

2/09/2014 11:31 AM

ThinkPINK not your average breast cancer

awareness fundraising event

the event we’ve been waiting for! Clear your calendar - It's going down! ThinkPINK kicks off at 7pm on

October 3rd, and you're invited to take part in the festivities. The

General Store and Co. 213 Franklin St, Melbourne VIC 3000 is our

meeting spot for a night of fun and excitement. Come one, come

all, bring a guest, and hang loose and help raise cash and awareness for breast cancer. This is going to be an epic event!

It’s a fundraising event like no other – forget your morning teas or

ladies’ pamper nights. It’s a fundraising event designed by young

people for young people. Think live tattooing, think up and coming

local bands and DJ’s, think pop-up shops and pink drinks…ThinkPINK!

Page 2: BHO3405 Live Performance Management

introduction & event objectives

ThinkPINK is a fundraising event for breast cancer

awareness with a difference. The event elements

are designed to appeal to its Gen Y target market;

from the quirky and unique venue, to the activities

and entertainment, it’s a charity event distinct from

any other.

The following report outlines in detail: the event

objectives and team; the event concept and

design; marketing plan; sponsorship plan; the event

budget; risk assessment; and event evaluation.

The overall aim for the ThinkPINK, as a fundraising

event, is to generate profit for donation toward the

Breast Cancer Awareness initiative. As such, the

event objectives are designed to reflect the event’s

core goal of maximum financial return:

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1) To generate at least $2600 to donate to the charity,

measured by calculating net event profit (total

income from event tickets and fundraising activities

less total event expenses) after the event.

2) To ensure at least 66% of the venue capacity is

achieved by attracting at least 200 event attendees

measured by total ticket sales at the conclusion of the

event.

3) To secure an appropriate main attraction

(tattooing), measured by achieving 80% capacity of

booking availability is filled be the end of the event.

Page 3: BHO3405 Live Performance Management

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Event Director – Riana Bell The event director will oversee the event from start to finish, and be the focal point for communication both internally and externally. Human resources management is required to ensure open lines of communication between the event team and externally with suppliers. This position is responsible for creating an event plan that provides the event team a clear outline of deliverables and dead-lines for each task. Specific tasks include: Overseeing of Budget including monitoring recording of bookings and confirmations; event day logistics; and risk assessment and management.

Co – Event Director – Melanie Boulton

The Co-Event Director duties are to oversee the event concept and delivery ensuring the progression of all components. This position is also responsible for sourcing an appropriate venue to cater to our event concept ThinkPINK, and adhere to requirements of capacity, car parking, facilities, access, and suitable ambience. The co-event director will be the ongoing liaison to the venue manager regarding venue layout, bump in and out, site visits, venue agreement, decorations and communicate event programming.

Marketing Director – Lesley Vaughan

The marketing director is responsible for the development and effective implementation of the marketing and promotional campaign for the ThinkPINK fundraising event. The position requires the successful application of marketing strategies and communications activities. Deliverables include media and public relations initiatives such as: brand management; webpage development and maintenance; social media management and monitoring; publication management (production and management of all marketing collateral, including design, distribution and budgetary requirements).

Sponsorship Director – Nishi Chawla

This role is responsible for selection and procurement of suitable business relationships, to be managed and incorporated for the event’s purposes and requirements. The objective is to gain appropriate sponsors to provide financial or in-kind assistance including venue requirements, facilities, labor, time and products to support the event. The role also includes ensuring that sponsors benefit from the ThinkPINK event through raising their business profile, promotion of their products and in by increasing their public image awareness within the selected demographic profile.

the team the event team:

Page 4: BHO3405 Live Performance Management

Budget & Finance Director - Matthew Wilson

The role of Finance and Budget Director for the ThinkPINK project entails communicating with the event team members to conduct continual analysis and assessment of the budgetary requirements for each individual department, in order to ensure maximum event profit to donate to the charity. This position is also responsible for management and maintenance of ticketing systems pre-event and onsite.

+ the event team (cont.)

Entertainment Director: Aleisha Cox

This role is responsible for procurement and coordination of the event’s entertainment and activities and management of their logistical requirements. Specific duties include: sourcing suitable pop-up shop vendors and talent for the event theme. This responsibility also involves ensuring all resources for the events entertainment are available; this includes sounding equipment for the live acts and tables for the pop-up shop area. As entertainment director must also manage the event’s entertainment operations and serve as primary point of contact for these stakeholders. Other tasks include recording attendance

Page 5: BHO3405 Live Performance Management

event concept & design

With the National Breast Cancer Foundation as the

core focus, ThinkPINK is a contemporary fundraising

event with a difference. Moving away from

traditional fundraising styles, ThinkPINK has three

elements in mind: live music, entertainment and

market stalls, aimed to entice our audience to

donate, enjoy and interact.

Primarily the breast cancer alignment initiated from

the desire to host an event for a purpose, to make a

difference and help others. Breast Cancer Awareness

Month presented the perfect opportunity to ‘give

back’, to contribute to a cause which supports a

disease affected by many, as one in eight women

develop breast cancer in their lifetime (National

Breast Cancer Foundation, 2014). Secondly,

incorporating a charity partner for the event will assist

in strengthening its unique selling proposition, and

demonstrate to the community a commitment to

breast cancer research. This will leverage the loyal

customer affiliation of those affected by breast

cancer, a trait that cause-related marketing provides

(National Breast Cancer Foundation, 2014).

ThinkPINK will be held on Friday the 3rd of October, in

support of Australia’s Breast Cancer Awareness

Month in October, a campaign that encourages

women to identify change in their breasts (Australian

Government, 2014). ThinkPINK will be a registered

and recognised event with the National Breast

Cancer Foundation with an objective to raise $2,000

to assist in their efforts in continued research into the

prevention and cure of the disease. ThinkPINK will

commence at 7pm and conclude at 12pm, with an

option for our patrons to kick on into the early hours

of Saturday morning (3am).

According to Allen et al (2008), venue selection is

crucial; the venue must meet the requirements of the

event itself and also enhance the event’s style and

atmosphere. The General Store & Co. is located in

the heart of Melbourne (213 Franklin Street) and a

venue that is perfectly aligned with the goal to

fundraise creatively and inspire. It is a unique and

quirky venue for the people with an eclectic mix: a

Melbournian village with bar, cafe, barber hovel,

shoe store, clothing, imported special edition books

and a variety of canned grocery specials imported

from around the world are on display (The General

Store & Co., 2014). It is housed over three levels and

the décor lends itself to live music and a market

ambience; the leopard skin couches, Melbourne taxi

DJ booth, crates as wall art, funky lighting and a

quaint courtyard promise to leave guests astounded.

This unique venue has the capacity to hold 300

guests; it is wheel chair accessible, and is in close

proximity to public transport and parking.

Page 6: BHO3405 Live Performance Management

The feature act is a live tattoo

artist, and guests are invited to

get inked on the night to

fundraise. This is aimed to draw

significant publicity and

generate conversation and

interest about the night. A

temporary tattoo artist will also

be in attendance to raise funds

(for those interested in

something less permanent).

Supporting entertainment

includes two live local bands, a

DJ, and a photo booth for

customised photos.

‘Goods. Grog. Grocery.’ is The

General Store & Co.’s slogan

and an integral element to their

brand; ThinkPINK’s event is

designed to utilise and extend

upon this concept. The ‘Goods’

element will be represented by

four ‘pop-up shops’ located in

our up-stairs PINKbar area; this

bar will serve a selection of pink

drinks (Vodka & Raspberry, Beer

& Raspberry and a pink cocktail)

where a percentage of the

purchase price will be donated

towards the charity.

The ‘Grog’ element will be

represented by both of the bars

at the event; in particular the

PINKbar located on the top

level, this area will be illuminated

with pink lighting and décor to

suit the event theme and venue

(pink skulls, candle holders and

signage).

Grocery’ will be represented through the lucky door prize and giveaways

conducted on the night. Attendees will be encouraged to wear ‘a touch of

pink’ to embrace our PINK theme.

All ages (18+) are welcomed to the event, however the over-all event design

is targeted at the Gen Y age group. The event is also aims to attract breast

cancer survivors, patients, their networks, others affected by cancer, and the

general public accustomed to clubbing on a Friday night, plus the event

team’s networks.

ThinkPINK is unlike conventional fundraising events; the unique venue and

activities are designed to attract and engage the Gen Y target market. It

promises to be a night to remember, something to be spoken about for years

to come.

Page 7: BHO3405 Live Performance Management

marketing

The following section details the ThinkPINK marketing plan; the advertising and promotional strategies are employed to

reach its target market whilst maximising cost-effectiveness. Maintaining a low marketing budget will assist in achieving the

highest possible donation toward the fundraising effort. The strategy is supported by leveraging the ThinkPINK stakeholder

s’networks and a mix of low-cost online and print promotional activities. Network leveraging is a fundamental behaviour for

fundraising initiatives and a ‘means of overcoming internal resource constraints’ and early marketing is heavily reliant on this

aspect (Stokes and Wilson 2011, p.54). Print media has served as a powerful and low-cost advertising medium over the last

two centuries, and is particularly effective in reaching a ‘local’ target (Holden, 2007).

Online and Social Media: ThinkPINK will leverage a mix of online advertising strategies to promote the event, inclusive of an

online webpage, social media pages and listings on associated websites.

The event web page will be published on the Splashthat platform featuring ThinkPINK highlights plus an online ticketing

gateway. Facebook and Twitter pages will be established to promote the event, each will be regularly updated with fresh

content aimed to foster community involvement and instigate viral advertising. Posts will be image driven and highlight

activities and entertainment on offer; hyperlinks to the various event stakeholders’ websites and social media pages will

increase backlinks to the event social media pages. Regular updates inclusive of event news, promotions, photos and

videos are to continue across the pre-event, during and post event timeline to drive interest. Lastly, ThinkPINK will utilise its

partnerships with its stakeholders (venue, sponsors, talent and the charity entity) to promote the event through their

websites, social media pages and networks. ThinkPINK will also be advertised via online event and music directories.

Media and Print Advertising: A press release will be issued one month prior to the event date to local newspapers and music

publications. Event listings are to be submitted to the What’s On/Calendar section of local papers and gig guides. A range

of print advertising collateral is planned for dissemination. A6 double sided full colour flyers are to be printed, to be

distributed and displayed throughout the stakeholders’ networks and will be handed out to the public in the local area in

the lead up to and on event day. A4 and A2 one side full colour posters are to be printed for display throughout the various

stakeholders’ establishments, and will also be affixed in areas around the venue vicinity.

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Page 8: BHO3405 Live Performance Management

sponsorship

Targeted Sponsors:

Given that this is the inaugural ThinkPINK event, it is expected to attract sponsors

with a modest profile situated locally in Melbourne, those being relatively new to

the market and requiring increased brand awareness. To ensure an appropriate

‘fit’ between the event’s and sponsors’ target markets, selection will be based on

an alignment of the following: demographics, psychographics, media

preferences and purchasing behaviour profiles.

The target demographic profile for the event audience consists of both genders

aged 18-30 concentrating on Generation Y segment as they are highly active

within the market place (Morton, 2002) and are easily relatable to the ThinkPINK

event team.

The Generation Y psychographics suggest that this group is more outgoing and

adventurous; college students are particularly identified as trendsetters and are

well educated and open-minded (Morton, 2002). This generation impacts the

economy as they like to spend and consume with image orientated and

cognitive purchasing/buying motives (Morton, 2002). The media preferences of

the Gen Y cohort is reliant on the information age, they are technology savvy,

being high Internet users, who commonly interacting through social media

websites (Morton, 2002).

Sponsorship Proposal:

ThinkPINK offers sponsors some rights and associations (such as logo placement

on signage, website and promotional materials) that can provide a unique

opportunity to increase and enhance brand awareness, public image and reach

consumers in a more cost effective way than standard means of

advertising/promotion.

Page 9: BHO3405 Live Performance Management

sponsorship (cont.) levels: in-kind support

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Gold - General Store & Co.

This unique and creative concept bar

located in Melbourne CBD is providing

in-kind sponsorship by allocating all

three levels for use for the ThinkPINK

event, as well as security personnel, bar

tending services and promotion of the

event at the venue and through their

online channels (website and social

media pages).

Value:

• Attract target market to their

venue to generate repeat business

and word-of-mouth promotion

• Premium logo placement on all

marketing collateral, event social

media mentions

• Positive brand association with a

charitable cause

Siiver - Vintique Tattoo Studio

The studio will provide a tattoo artist

and required equipment on site from

7pm – 12pm. The business will be

responsible for booking in event tattoo

appointments and collection of fees;

all profits will be donated towards the

event fundraising initiative.

Value:

• Generate repeat business and

word-of-mouth promotion

• Build brand awareness

• Logo placement on all marketing

collateral; event social media

mentions

• Positive brand association with a

charitable cause

Bronze - entertainment line up

Natalie Tomlins, Ash Ball and DJ Riddle

are the secured talent for ThinkPINK

and are each donating their services

free of charge.

Value:

• Opportunity to build their profiles,

gain awareness and fans

• Positive brand association with a

charitable cause

• Opportunity to promote their

albums for sale and upcoming

performances

• Possibility of being hired by the

venue for future performances

Page 10: BHO3405 Live Performance Management

talent (in-kind support)

Australian singer, songwriter Natalie Tomlins

accompanied with band and musicians the Echo Point

Mystics will play from 7pm-8pm. Natalie Tomlins is soon to

release her debut album and has agreed to provide an

hour-long intimate, soulful performance free of charge.

Ash Ball is a young, enthusiastic musician. The release of

Ash’s most recent EP “The Reason of Fate,” saw Ash

winning the prestigious Catapult Songwriting Competition

for his song “Burns So Cold”. This talented songwriter is

making his mark on the local Melbourne music scene and

will donate his time and talent to the ThinkPINK from 8pm-

9pm.

DJ Riddle has played in a variety of Melbourne bars and

clubs and will perform for ThinkPINK from 9pm-12pm at no

cost. This artist does not conform to one genre of music;

with a solid background in turntablism, he brings a sturdy

base and mentality to his mixing.

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Page 11: BHO3405 Live Performance Management

the budget

For all events, the ‘sourcing and allocation of money will be

very important’ (Van der Wagen and White 2010, p.188). With

the aim of fundraising for Breast Cancer Awareness, the

ThinkPINK project will operate with minimal overheads. The

event is designed with as little financial outlay as possible in

order to translate to a more sizable donation for the chosen

charity. Event sponsors include the venue, talent and

activities, all have been secured at zero cost and are

providing “in-kind” gestures to support the ThinkPINK charity

fundraiser. Based on projected sales of 200 tickets the event is

expected to raise approximately $2600 (less expenses) to

donate toward the Breast Cancer Awareness charity.

Event funding to date ($850) has been generated from the

procurement of a VU grant and personal contributions from

event team members. The group has negotiated to initiate a

Petty Cash drawer to cover initial event expenses, with each

member donating $50 each towards Petty Cash. Petty Cash

will be funds used to finance marketing, logistic and event

coordination elements of the process. It is agreed that

members’ investments towards Petty Cash will be foregone

and included in the proceeds for donation to Breast Cancer

Awareness. The group has also sourced a $500 grant from the

Victoria University’s ‘Show your Initiative’ program (refer to

appendix 1).

Projections on estimated expenses against start-up capital

(petty cash) establish a break-even point for the event, this

indicates how many tickets need to be sold in order to

meet our expenses and start to make a profit. This is shown

in appendix 2, and indicates that start-up capital will cover

all fixed expenses ($580). It must be noted that every ticket

sold ($15) will incur a variable cost in the form of a 10%

administration fee of ticket value. This will be equivalent to

$1.50 per ticket sold and has been accounted for in the

per ticket break-down analysis (see appendix 3.

Negotiations with venue management are in play

regarding subsidising one free drink within the ticket value.

The aim is for three dollars from every ticket to be pre-paid

to the venue to secure a supply of one drink on the night

to ticket holders. Every ticket sold incurs a three dollar

payment to the venue which guarantees to supply drinks

to that value.

Tickets are available for purchased before the event at a

cost of $15; revenue from ticket sales will be quantity of

tickets sold multiplied by $12. Each ticket sold will come

automatically with the drinks benefit, therefore, minus

three dollars. See table 3.

In addition to ticket sales, fundraising efforts will be

supplemented by donations from event activities

including: both real and temporary tattooing; four pop-up

shop operators ($50 site fee each plus a 10% donation on

sales); plus proceeds from donation tins.

Page 12: BHO3405 Live Performance Management

risk assessment

HIGH RISK SOLUTIONS / MINIMISER

· Not enough tickets sold · Create & market a door promotion (e.g. admit two,

half price etc)

· Funds sponsor falls

through

· Reassess budget and delegate areas that can be cut

down or out to save $$

· Last minute

entertainment cancellations

· Plan alternatives (such as solo artist / DJ play for longer

period) that can be implemented last minute.

MEDIUM RISK SOLUTIONS / MINIMISERS

· Not enough

sponsorship

· Reassess budget to minimise and/or cut costs.

Devise new sponsorship leads and follow up.

· Accidents due to

intoxication

· Ensure RSA procedures are in place and enforced inc.

cutting off intoxicated patrons

· Venue falls through · Confirm venue twice, ensure alternative venue

availabilities within the fortnight leading up to event

LOW RISK SOLUTION / MINIMISER

· Injury to performers /

patrons on site

· Ensure all OH&S standards and procedures are in place

and insurance policies are up to date.

· Failure to communicate

between event co-ordinators

· Organise and co-ordinate team meetings and briefings

to ensure that each team member is aware of their responsibilities,

contact methods, procedures.

+

Every part of event management has potential risks (Allen et al, 2008); risk management is

important for highlighting all potential risk factors within an event and providing logical and

systematic ways to lessen incidents. Event managers have a duty of care to avoid future

incidents that may have a damaging impact (Allen et al, 2008).

It is the responsibility of all event coordinators to ensure that safety is a priority and to report

any possible risks to the event director in a timely manner to ensure all risks can be avoided

and/or managed. The risk management plan for the ThinkPINK event is detailed below.

Page 13: BHO3405 Live Performance Management

risk assessment +

The ThinkPINK event will undergo three phases of evaluation. The pre-event

phase involves evaluating the event concept and identifying relevant event

data required; the monitoring and control process occurs during the

implementation of the event; and post-event evaluation will measure the

event outcomes (Allen et al. 2008). The post event evaluation measures are

aligned with the ThinkPINK event objectives.

Pre-event Evaluation: in order to determine whether the ThinkPINK event

could be successful an evaluation of the event concept was undertaken, this

was completed though a feasibility analysis. The feasibility analysis involved

analysing whether the ThinkPINK event could be delivered successfully, given

the available timeframe and resources. It focused on three specific areas

marketing, operational and financial, each determining whether the event

concept matched the needs and available resources of the event. The initial

stage also requires stakeholders to be identified, this dictates the types of

data collection used within the second stage.

Monitoring and Control process During Event Implementation: the second

stage of evaluation includes the monitoring and control process that is

undertaken during the implementation of the event. It is used to establish

whether the event is running on track and identify if corrective action needs

to be taken. In order to ensure that all personal are informed and are working

to the best of their ability each staff member will receive a run sheet of the

event timeline. A checklist with contact details of key staff members and a

personal checklist will also be distributed to key assigned to organisers.

Post Event: The ThinkPINK financial director will be responsible for monitoring

progress toward each goal and for compiling post event financial reporting;

this event documentation will be undertaken to evaluate the success in

achieving event objectives. Key areas of post event documentation include:

calculation of event net profit to ascertain whether fundraising efforts have

achieved the goal of generating $2600 for donation to the charity; a final

ticket tally will be taken to assess the objective of reaching 200 event

attendees; and the tattooing operators bookings records will be reviewed to

identify whether 80% of the available booking time was utilised during the

event.

evaluation

Page 14: BHO3405 Live Performance Management

ThinkPINK not your average breast cancer

awareness fundraising event

conclusion It’s an event not to be missed! ThinkPINK is set to be a night to be

remembered: live tattooing, a stellar line up of local talent, pop-up

shopping, the PINKbar serving a menu of pink concoctions, and all in the name of raising funds for Breast Cancer Awareness.

Page 15: BHO3405 Live Performance Management

references +

Allen, J, O'Toole, W, Harris, R & McDonnell, I 2008, Festival and Special Event Management, 4th

edn, John Wiley & sons, Brisbane, Australia.

Australian Government 2014, Cancer Australia, Healthy Living, Campaigns Events, Breast

Cancer Awareness Month, viewed 27 August 2014, <http://canceraustralia.gov.au/healthy-

living/campaigns-events/breast-cancer-awareness-month>.

Getz, D 2012, Event Studies: Theory, Research & Policy for Planned Events, 2nd ed.,

Elsevier, Australia.

Holden, S 2007, Posters: Art & Advertising, Faculty of Business Bond University, viewed 25 August

2014,

<http://works.bepress.com/context/stephen_holden/article/1016/type/native/viewcontent>.

Morton, PL 2002, Targeting Generation Y (Segmenting Publics), Public Relations Quarterly, vol.

47, no. 2, pp. 46- 49.

National Breast Cancer Foundation 2014, Research, About Breast Cancer, viewed 27 August

2014, <http://www.nbcf.org.au/Research/About-Breast-Cancer.aspx>.

National Breast Cancer Foundation 2014, Sponsors and Marketing, Cause Related Marketing,

viewed 27 August 2014, <http://www.nbcf.org.au/Sponsors-Partners/Cause-Related-

Marketing.aspx>.

Stokes, D & Wilson, N 2011, Small Business Management and Entrepreneurship, 6th edn,

Cengage Learning, Australia.

The General Store & Co., 2014, Our Story, viewed 27 August 2014,

<http://www.generalstoreandco.com.au/#welcome>.

Van der Wagen, L & White, L 2010, Event Management: for Tourism, Cultural,Business and

Sporting Events, 4th edn, Pearson Education, Frenchs Forest, Australia.

Page 16: BHO3405 Live Performance Management

Appendix 1: Start-up Funds

Petty%Cash% 850.00%

Expenses'

Advertising+ 100.00+

Web1site+ 30.00+

Promotions+ 200.00+

Parking+ 80.00+

Food+ 120.00+

Decorations+ 50.00+

Total% 580.00%

++

Petty%Cash% 850.00%

Total% 580.00%

Remainder% 270.00%

Page 17: BHO3405 Live Performance Management

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Description Debit Credit Balance

Start-up 0.00 0.00 0.00

Investor's (Foregone) Aliesha 0.00 50.00 50.00

Lesley 0.00 50.00 50.00

Matt 0.00 50.00 50.00

Mel 0.00 50.00 50.00

Nishi 0.00 50.00 50.00

Rii 0.00 50.00 50.00

Silvia 0.00 50.00 50.00

Donations (In Kind)

Vic Uni Grant 0.00 500.00 500.00

PETTY CASH $850.00

TOTAL $850.00

Ticket Sales = Venue Volume 200 x Price 15.00 $3,000.00

Appendix 2: Break Even Analysis +

Page 18: BHO3405 Live Performance Management

Appendix 3: Budget Forecast +

Per Ticket Analysis

Marketing/Ticketing Debit Credit Balance

Tickets (Pre-Sale) 0.00 15.00 15.00

Ticket Administration -1.50 0.00 -1.50

Advertising -0.40 0.00 -0.40

Web-site -0.12 0.00 -0.12

Promotions -0.80 0.00 -0.80

Sub-Total $12.18

Venue

Drinks -3.00 0.00 -3.00

Sub-total -$3.00

Logistics

Venue Parking -0.32 0.00 -0.32

Trailer 0.00 0.00 0.00

Sub-Total -$0.32

Event

Raffle 0.00 0.00 0.00

Donations Tins 0.00 0.00 0.00

Market Stalls 0.00 0.80 0.80

Door Sales -15.00 15.00 0.00

Decorations -0.20 0.00 -0.20

Food -0.60 0.00 -0.60

Sub-Total $0.00

Start up funds $850.00

BCA Charity

Proceeds Per Ticket $8.86

Tickets Sold 200

Proceeds Per Ticket x $8.86 $1,772.00

Petty Cash Transfer + $850.00

PROJECTED TOTAL = $2,622.00