Running head: ROCK N’ REGGAE PROJECT
Rock ‘n’ Reggae Course Project
Tiffany Williams
Columbia Southern University
MBA 6961 – Project Management
Dr. Trotman
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ROCK N’ REGGAE PROJECT
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Abstract
The Rock ‘n’ Reggae Project is a case study which is conducted as a game for project
management students to work and practice different elements in project management. The
original game design was created by Ken Klassen of Brock University and Keith Willoughby of
Bucknell University.
The premise of the project is one in which the paper’s author is playing the role of a
Project Manager for a company; Planners ‘R Us. My company has been hired to manage the
setup and delivery of an outdoor summer music festival in an unnamed Florida town. Parameters
are provide which limit the amount of employees which can be used as well as a list of tasks to
be completed with expected deadlines.
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The Rock ‘n’ Reggae Project
My company, Planners “R” Us has been hired to oversee the creation and implementation
of a summer music festival named “Rock ‘n’ Reggae. The goal of this project is to provide a
number of project management documents including a

Project Plan: which will contain the project’s concept, constraints and expectations

Work Breakdown Structure: Including a list of the twelve activities to complete

Risk Analysis: to determine potential threats to the success of the concert as well as a
quantitative analysis of the viability of each threat.

Cost Estimate: to show knowledge of budget creation

Schedule Chart: to show knowledge of project management software, a Gantt or PERT
chart will be provided indicating the project’s schedule
Currently there are four dedicated employees at my disposal with an option for a fifth, for
a fee. The project must be completed in 10 weeks. The location of the concert will be a local
football stadium with a capacity of 8000.
The Rock ‘n’ Reggae Project Plan
The town of Buford, Florida (population 256,468) is excited to offer the First Annual
Rock n‘ Reggae Music Festival to its residents. This concept involves providing a one day music
festival featuring a variety of local, regional national and international bands with a musical
focus on rock ‘n roll and/or reggae. The event is expected to attract local and regional fans and, if
successful (well-attended), will become a recurring festival for the town of Buford. Additional
money and marketing will also be spent to have the festival highlighted on MTV (Music
Television) as Florida’s premier summer music event.
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Because this is a first time event, a number of constraints are in place. For instance, the
event is to take place in an outdoor arena in which inclement weather could cause failure. There
is also a risk associated with the success of the marketing and publicity coordination. To help
ensure successful promotion of the venue, the festival organizers are working with MTV – Music
Television to record and re-play the concert on the television station. This festival has the
potential to provide much needed publicity to the town of Buford, in addition to tourism dollars.
Work Breakdown Structure
There are twelve main activities that Planners ‘R’ Us is being asked to coordinate in
order to make this festival a success. A work breakdown structure is provided below to explain
the activities and work packets assigned to each.
Work Breakdown Structure
Activity
Breakdown
Deliverable 1
Description
WBS
Code
Contract negotiation with selected music groups
WP1
Hold panel meeting with city leaders and local interest groups to determine band
roster – with three alternates chosen
1.1
WP2
Send invitations to band representatives
1.2
WP3
Confirm band roster
1.3
WP4
Request riders from bands to determine special needs for stage construction
1.4
Deliverable 2
Find a construction firm & build the stage
WP1
Send out Request for Bids
2.1
WP2
Review bids and award contract to construction firm
2.2
WP3
Compare stage blueprints with existing band needs and amend as needed – ensure
there is an inclement weather plan for the stage (construction)
2.3
WP4
Receive final blueprints for stage
2.4
WP5
Confirm that construction company has all licenses/permits to begin work
2.5
WP6
Begin construction
2.6
Deliverable 3
Contract negotiation with roadies
WP1
Determine if bands will have dedicated roadies for load-in/out
3.1
WP2
Advertise for additional staff to assist with load in/out
3.2
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WP3
Interview and hire staff
3.3
WP4
Provide safety training for staff and file documentation
3.4
Deliverable 4
Screen and hire security personnel
WP1
Work with school staff to recruit and hire existing security used at games
4.1
WP2
Determine amount of additional security needed and advertise positions
4.2
WP3
Interview and hire staff
4.3
WP4
Ensure that new security staff are trained and compliant with all rules and
regulations of the arena.
4.4
Deliverable 5
Ticket distribution arrangements
WP1
Coordinate w/ stadium officials to utilize ticket distribution procedures
5.1
WP2
Post advertisement for event volunteers
5.2
WP3
Hire volunteer coordinator to train and distribute tickets to local businesses and
agencies, including Chamber of Commerce
5.3
Deliverable 6
Organize advertising brochures and souvenir program printing
WP1
Meet with project clients to determine advertising budget
6.1
WP2
Contact band representatives for special instructions related to marketing of
bands – copyrights, logos, etc.
6.2
WP3
Find and contract local marketing company to create brochures, flyers and other
marketing materials
6.3
WP4
Receive and approve final draft of documents
6.4
WP5
Send documents to print
6.5
WP6
Using volunteers, arrange distribution of marketing documents through local
radio, television and school campaigns.
6.6
WP7
Using volunteers, coordinate the staffing and souvenir program sale booths at the
event
6.7
Deliverable 7
Logistical arrangements for music group transportation
WP1
Find and book storage containers (large scale) for band equipments – (see riders
for approximate size for each band) -
7.1
WP2
Book moving vans/trucks for days prior to, day of, and after event – include
rental of tarps, hand trucks & straps
7.2
WP3
Schedule roadies for load in/ load out
7.3
WP4
Book limo/town cars for bands and solo artists
7.4
WP5
Book town cars/van for MTV staff and crew
7.5
WP6
Confirm accommodations/driving times to venue
7.6
WP7
Confirm the route from parking area to green room / dressing areas – Book golf
carts as needed.
7.7
WP8
Confirm departure dates of all visitors and coordinate transportation back to
airport (may need multiple vehicles at multiple times
7.8
WP9
Reserve one van as a standby vehicle in case of emergency/errands on the day of
event.
7.9
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Deliverable 8
6
Sound equipment arrangements
WP1
Review technical riders for group to assess equipment needs
8.1
WP2
Contract sound company to perform sound needs
8.2
WP3
Meet with venue managers to determine power capabilities
8.3
WP4
If needed, rent generators
8.4
Deliverable 9
Processing of travel visas (for international groups)
WP1
Contact band representatives to confirm visa status of band members
9.1
WP2
Contact local consulate representatives to facilitate visa transfers
9.2
Deliverable 10 Hire parking staff, and make parking arrangements
WP1
Meet with arena managers to review staffing needs of parking attendants –
including fee collection rules and safety measures
10.1
WP2
Recruit and hire parking staff
10.2
WP3
Notify local law enforcement of festival times and traffic direction needs
10.3
WP4
Rent equipment for traffic management – cones, flashlights, fencing, etc.
10.4
Deliverable 11 Distribute media passes and arrange for MTV recording
WP1
Contact MTV producers to arrange media coverage
11.1
WP2
Coordinate film crew staging needs with construction company
11.2
WP3
Create media passes – through local marketing/printer
11.3
WP4
Call pre-event press meeting to discuss filming details; distribute passes.
11.4
Deliverable 12 Arrange for concession sales and restroom facilities
WP1
Confirm usage of concession areas from arena management (may need to rent
facilities)
12.1
WP2
Meet w/ arena managers and customer to determine if alcohol will/can be sold at
the event
12.2
WP3
Advertise and request bids from commercial concession
12.3
WP4
Interview and hire concession company – if alcohol is sold, company must
already have liquor distribution license in place.
12.4
WP5
Confirm arena restrictions on use of mobile restroom facilities
12.5
WP6
Find and hire mobile restroom company for parking areas and inside arena
12.6
***
Note: all vendors (concession/restroom) are responsible for area cleanup after
event – remember to include this in the contracts.
Risk Analysis
A number of risks are to be expected with a project such as this. During the initial
planning, the project manager must be cognizant of factors such as the effect of inclement
ROCK N’ REGGAE PROJECT
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weather for an outside venue which could cause a complete shutdown of the project. Weather
may also produce delays in construction. When considering international travel, more risks are in
play since the project manager cannot predict cultural and civil unrests in foreign countries that
could result in heightened security at airports or the grounding of all air travel from certain
countries; therefore hindering the arrival of selected international bands.
With any large event that serves a large population (such as an outdoor music festival),
there is also the risk of unknown variables with the attendees. There are potential risks of gang
violence, drunk and disorderly participants, or damages to the arena and stage caused by jovial
and carousing crowds that get out of hand. To better mitigate these risks, the company should
only sell tickets prior to the show and only allow parking for guests with tickets. This will ensure
that upset, ticket hopefuls will not loiter in the parking lot.
Additional risk factors, including the financial damages for low fan turnout, are identified and
discussed in the matrix below.
Risk Factor
Risk Type
Consequence
Likelihood
Impact Potential
A. Delays of Travel
Visas
Organizational
High
Low
High
B. Inability to secure
recording contract
with MTV
Organizational
Moderate
Moderate
Low
C. Inadequate
concession
/restroom facilities
Operating
Moderate
Low
High
D. Low venue
attendance
Market,
Financial
High
Low
High
Market Risk
(volume)
High
Moderate
High
Technical
High
Low/Moderate
High
E. Inability to secure
desired bands –
qty and/or specific
groups
F.
Construction
Delays on Staging
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G. Inadequate
security personnel
H. Transportation
delays of groups
and equipment
I.
Inclement weather
– affects travel
J.
Inclement weather
– causes venue
cancellation
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Operating
Moderate
Low
High
Organizational
Moderate
Low
Moderate/High
Acts of God
High
Low
High
Acts of God,
Financial (if
High
Low/Moderate
High
alternate venue
is not planned)
Risk Management Assessment Matrix
Consequences
Medium
High
B
E
Medium
Likelihood
High
Low
Low
F, J
C, G, H
A, D, I
Quantitative Analysis
When creating a quantitative analysis of the risks for the Rock ‘n’ Reggae Festival,
consideration must the given to the probability of failure and the consequences of the failure.
Good planning by Planners ‘R’ Us should ensure that construction and band schedules will be in
place. However, other risk factors, such as acts of god, may have large consequence of failure
scores which will impact the overall calculated risk for this project.
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In this case the probability of failure (causes) receives a minor score of 0.36. However,
the Consequences (effects) of failure are significantly higher at 0.7. When calculated, the risk for
the festival is considered high at 0.8 because of the larger consequence of failure scores. The
success of this project rests considerably on the hope that the desired bands and their fans will
attend. Failure to attend by either of these two groups will cause a failed project.
Probability of Failure 0.36
Equation (Pf) = (Pc + Pw + Pb) / 3
Causes of Failure
Score
Construction = c
.3 (minor)
Weather = w
.5 (moderate)
Band Availability = b
.3 (minor)
Consequence of Failure 0.7
Equation (Cf) = (Cb + Cv + Cp) / 3
Effect of Failure
Score
Band attendance = b
.7 (significant)
Venue attendance – v
.9 (major)
Publicity – p
.5 (moderate)
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Overall Risk Calculation
Equation
0.8
RF = Pf + Cf – (Pf)(Cf)
Rule of Thumb:
Low Risk
RF <.30
Medium Risk
RF = .30 to .70
High Risk RF > .70
Cost Estimate
There are a variety of costs associated with the project including direct labor from
Planners ‘R’ Us, indirect labor costs from other tasks, rentals and services; which are reflected
within three tables.
Total Cost Projected
$644,225.00
Total Costs Accrued
$642,115.00
Amount Under Projected Budget $2110.00
Cost Estimation – Direct Planners ‘R’ Us Labor
Employee
Title
Salary Estimated Estimated Actual Cost
(weekly) Weeks
Costs
Needed
Variance
Brad
Contractor A
200.00
10
2000.00
2000.00
-0-
Emmett
Contractor B
200.00
10
2000.00
2000.00
-0-
John
Contractor C
200.00
10
2000.00
1800.00
200.00
Steve
Contractor D
200.00
10
2000.00
2000.00
-0-
100.00 per
task
n/a
n/a
300.00
(300.00)
TOTAL
8000.00
8100.00
(100.00)
Additional Labor
Costs
Employee Stacking
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Cost Estimation – Indirect and Contracted Labor
Employee /
Contractor
Planners ‘R’ Us
Project Contract
WBS
Code
N/A
Description of
Item(s)
Estimated
Costs
Actual
Cost
Variance
N/A
N/A
48,000
-0-
Los Lobos
1.3
Booking Fee
140,000
140,000
-0-
Screaming Mimis
1.3
Booking Fee
50,000
50,000
-0-
Mocca Flor
1.3
Booking Fee
50,000
50,000
-0-
Peter Tosh
1.3
Booking Fee
80,000
80,000
-0-
Lady Mama
1.3
Booking Fee
40,000
40,000
-0-
Cadillac Man
Band
1.3
Booking Fee
18,000
18,000
-0-
TLR Construction
2.6
Stage Construction
26,500
26,500
-0-
All Hands on
Deck
3.3
Stage Hands / Roadies
Contract (8 stage crew,
1 stage manager)
14,400
14,400
-0-
Arena
Management,
Marley Memorial
4.1
Security Contract (40
staff, $200/day)
8,000
8,000
-0-
Secure It
Personnel
4.2
Additional Security
Contract
12,500
12,500
-0-
The Daily Post
Newspaper
5.2
Advertise for volunteer/
volunteer coordinator
65
65
-0-
Lauren Lee
5.3
Volunteer Coordinator
Salary
7,500
7,500
-0-
Marketing
Madness, Inc.
6.1
Advertising
Coordination –
Contract
14,000
14,000
-0-
Cabaret Lighting
& Sound
8.2
Lighting/Sound
Staffing Contract
35,000
35,000
-0-
Arena
Management,
Marley Memorial
10.2
Staffing, Parking
Attendants
1,500
1,500
-0-
11.1 MTV Media Invitation
25,000
25,000
-0-
Concession Contract –
Labor
5,000
5,000
-0-
MTV – Music
Television
Let’s Eat
12.4
TOTAL
557,465.00 557,465.00
-0-
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Cost Estimation – Equipment Rental, Fees, Miscellaneous
Employee /
Contractor
WBS Indirect Estimated / Estimated
Code Contracted Labor
Costs
Actual
Cost
Variance
Advertising Budget –
Print Costs
Marketing Madness,
6.1-6.5
Inc.
TV
28,750
50,000
10,000
Radio
5,000
Internet
5,000
PODS Storage
7.1
Onsite Storage Containers
12,000
12,000
Enterprise Rentals
7.2
Van Rentals
3,500
3,612
3 limousines, 3 town cars
6,600
6,600
Pleasure Ride Limos 7.4
1,250
(-112.00)
Enterprise Rentals
7.5
SUV Rentals
1,500
1,500
Go Carts Inc.
7.7
Golf Carts (qty 6)
1,200
1,200
Enterprise Rentals
7.9
Standby Truck Rental
200
200
Sears
8.4
Generator Rentals
1,000
0
1000
U-Line
10.4
Parking Equipment
Rentals
300
288
12
Press Pass Creation /
Printing
60
0 (included
in contract)
60
Mobile Restroom
Facilities
2400
2400
Marketing Madness 11.3
Honey Pot Rentals
12.6
TOTAL
78,760.00 76,550.00
2210.00
Schedule Chart
Prior to the project start, Planners ‘R’ Us received an Activity chart which outlined the
twelve activities to be managed as well as a breakdown of predecessors needed for each activity.
Since the festival planners wanted the work completed in 10 weeks, a task assignment reporting
sheet was created to ensure that the activities would be completed in the allotted time. As the
planning state progressed, Planners ‘R’ Us received word that Activity D would require an
additional week to complete. The task list was modified as well as the cost analysis. Finally a
Gantt chart was created to show the initial baseline schedule and final project schedule which
was implemented to accommodate the needs of festival organizers.
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Table 1- Rock ‘n’ Reggae Activity Chart
Activity
Description
Duration Immediate
(weeks) predecessors
A
Contract negotiation with selected music groups
3
-
B
Find a construction firm & build the stage
5
C
C
Contract negotiation with roadies
2
-
D
Screen and hire security personnel
3
-
E
Ticket distribution arrangements
1
A
F
Organize advertising brochures and souvenir program
printing
4
D
G
Logistical arrangements for music group transportation
1
E
H
Sound equipment arrangements
3
C, D
I
Processing of travel visas (for international groups)
5
F, H
J
Hire parking staff, and make parking arrangements
4
E, B, H,
K
Distribute media passes and arrange for MTV recording
5
G
L
Arrange for concession sales and restroom facilities
2
F
/4
*** Note – Activity D has received a duration change from 3 weeks to 4 weeks. (See red notes in chart)
(Trotman)
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Employee / Task Assignment Reporting Sheet
Week
1
2
3
4
5
6
7
8
9
10
11
12
Tasks to work on
Assigned Employees Per Task
A
C
D
A
C
D
A
B
D
B
E
F
H
B
F
G
H
B
F
K
H
F
I
J
K
I
J
K
I
J
K
L
I
J
K
L
($100 additional labor fee if stacking employees)
Brad
Emmett
John, Steve ($100)
Brad
Emmett
Steve
Brad
Emmett, John ($100)
Steve
Emmett
John
Steve
Brad
Emmett
Steve
John
Brad
Emmett
Steve
John
Brad
Steve
Emmett
Brad
John
Emmett, Steve ($100)
Brad
John
Emmett
Brad
John
Steve
Emmett
Brad
John
Steve
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Microsoft Project Task Table / Gantt Chart
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ROCK N’ REGGAE PROJECT
Conclusion
The creation and execution of an outdoor music festival is an event which contains
various risks, but also great benefits. A successful Rock ‘n Reggae Music Festival would bring
tourists and money to the town of Buford in addition to providing an event which will promote
community cohesion. Planners ‘R’ Us created a project plan which, not only provided the
necessary elements requested by the event sponsors, but under budget as well.
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References
Pinto, J. K. (2007). Project Management: achieving Competitive Advantage. Upper Saddle
River: Peasron Prentice Hall.
Trotman, D. S. (n.d.). Rock 'N' Reggae Case Project.