Black Swan, Cinema Paper

Sarah Risner Dr. Foley Cinema 19 November 2012 Black Swan â€Å"Black Swan† is a movie with a dark transformation of Nina the white swan metamorphosing herself into the black swan, with symbolism and psychosis playing well within the movie. Most of this movie plays into the world the ballerina, and exposes some of the hidden motives of this world. The other world this movie plays into is the world of someone with psychosis, and the mysteries that follow between both worlds. It seems the ballerina world feeds into the patient with psychosis and feeds the mental illness.After one watches this movie they will be horrified and troubled at the same time. The character of Nina will leave one trying to figure out the mysteries of Nina’s life. It actually leaves the audience with more questions than answers after watching the movie. The questions are what give the movie great success. The setting of â€Å"Black Swan† takes place in New York at a ballerina studio where Ni na and Lily are preparing for the production of Swan Lake. The plot of the movie is about Nina and her obsession with dance. Her mother is a former ballerina and is very controlling of her daughter.The dance director by the name of Thomas Leroy decides to replace the character Beth with Nina for the new season of Swan Lake. Nina is his choice, but he also has eyes for the character Lily. Nina feels competition between herself and Lily. Nina has an obsessive view between herself and Lily. This part is complicated because it means the character has to play both the white swan and the black swan. The white swan requires the ballerina to play a part of purity and elegance. The black swan part requires the ballerina to play a part of cunning and sexuality.Nina will go to the dark side of this character and it will drive her insane. Lily and Nina form a candid friendship which seems to be insane itself. The conflict of this movie is the inner struggle of Nina with her own personality wagi ng war against itself. The character change of this movie is with the main character of Nina. Nina starts out innocent and ends up exploring her dark side in order to turn herself into the character of the black swan. Some universal symbolism found in this movie is the use of the character Lily asNina’s doppelganger. The symbol is of course is the twin/double identity of Nina’s self. This embodies Nina’s good/evil sides of herself. Mirrors are used in the film to show Nina splitting into two different personalities. The cultural symbolism in this movie is seen in black and white symbolism. Black of course shows the dark side of Nina, and white the good side of Nina. It is shown with actual color within most of the movie though. The theme of this movie is the cost of fame, along with the dark sides of show business.It also shows complexities of trying to be perfect and how the stress of perfection can be one’s downfall. According to The Sticky Shoe Review by Logan Arney, says the Black Swan having a target audience is a bold statement. The reason for this being that the movie has attracted all kinds of people to watching it due to the Oscars and so forth. It has almost created its own target, or curious on-seekers just wondering what goes on in this film. The marketing of this film has many causes to it such as big names. The big acting names are Natalie Portman who stars in this film, director Darren Aronofsky.Aronofsky himself has directed big hits such as â€Å"The Wrestler†, â€Å"The Fountain†, â€Å"Requiem for a Dream†, and â€Å"Pi†. Natalie Portman has starred in big hits such as â€Å"V is for Vendetta†, and â€Å"The Other Boleyn Girl†. Adding to this list are the other two big actors being Vincent Cassel, and Wynonna Ryder and not to mention this film being the buzz at the Venice Film Festival of 2010. There is a lot of PR when this bag of names is mentioned (Mu). The script used in this film was written by Mark Heyman, Andres Heinz, and John McLaughlin. The story was written by Andres Heinz (IMDb).According to Tom Long, giving his critical response about this film, he believes the movie works due to Portman’s great commitment to character which gives the movie its greatness. He also admits this movie is not necessarily for everyone, but for anyone looking for the horror and craziness in a ballerina movie (Long). The mise-en-scene in â€Å"Black Swan† shows up as black and white color. For one, the costume of the dancers shows as black and white. The dress in the reception is black, as are the walls of the ballet company. The editing of this movie was done by Andrew Weisblum (IMDb).What made the editing so great in this movie was how the emotions were transferred on film while adeptly telling the good story. The lighting in â€Å"Black Swan† is very dramatic with tones of greens and magentas showing up within different characters, and of course the black and whites within the film. The music in this film is like any suspense thriller movie in that one knows something is about to happen when a scary tune starts to play. The sound effects seem to mimic the actual swan cry in some parts of the movie. This in effect makes the film very symbolic of the actual animal of a swan.This movie has many camera angles that clearly explore this movies symbolism. One of the high-angle shots of this film is when the character of Nina when she is dancing on stage, and she is looked down on by the audience. A good close-up shot are when it shows Nina’s feet and it shows how much control she has in her movement. A significant wide-shot in the movie is when we are in Nina’s bedroom, and there is light hitting the bed. The medium-shot in the movie that probably catches most everyone’s eye is when Nina is passing her other self on the subway.This movie uses mostly the fixed-camera. In conclusion, this movie clearly g oes beyond any limit set forth on most film. It has used more symbolism than other movies which makes it quite interesting. It also has the uncanny terroristic theme of terror imposed within it. One feels as if the ballerina world has been exposed while showing to what extremes the female ballerina will go thru to stay skinny, and be perfect. The black and whites of the film show to what extremes in which the ballerina will show herself through. Works Cited Arney, Logan. â€Å"Black Swan. The Stickey Shoe Review (2010): 1. July 19, 2012 http://stickyshoereview. com/? p=107 â€Å"Black Swan,† IMDb (2010): 1. July 20, 2012 < http://www. imdb. com/title/tt0947798/> Long, Tom. â€Å"Review: Natalie Portman soars in ‘Black Swan'† The Detroit News Opinion (2010): 1. July 19, 2012 < http://www. detroitnews. com/article/20101210/OPINION03/12100326/1034/ent02/Review–Natalie-Portman-soars-in–Black-Swan-> Mu, Jennifer. â€Å"Love this Black Swan Film Marketi ng,† Luminosity Marketing (2010): 1. July 19, 2012 < http://luminositymarketing. com/blog/? p=2616>

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Froes explains that the â€Å"One Lesson of Business† is that, â€Å"Wealth is created when assets move from lower to higher-valued uses. † (p. 12) Froes goes on to spend most of the chapter talking about how taxation destroys wealth and that government subsidies (and all government spending is a subsist) also destroys wealth. Apply Frost's â€Å"one lesson of business† to a specific government tax-and- spend decision that you support or else use the â€Å"one lesson of business† to explain why you are an anarchist.AY) If you are not an anarchist, then explain how the government creates wealth by axing-and-spending to produce some program somewhere that you support. Why do you think that the tax dollars are worth less to taxpayers than the value of the government program you selected? This can't be a zero-sum game that happens to benefit you personally. The â€Å"One Lesson of Business† is about wealth creation. For example, I can't simply defend Me dicare because I like that it pays for my mother's healthcare. That doesn't explain whether Medicare creates wealth.I would need to justify whether Medicare's total benefits to society are greater than its cost to society. If government doesn't create value somewhere, then we would be better off without it and we should be anarchists. AY) If you are an anarchist, then explain why all taxation and government spending (subsidies) should be eliminated. In particular, you should take on the biggest spending programs of government: defense, healthcare (mostly Medicare), pensions (mostly Social Security), and education.These programs account for over 2/3 of total government spending (including state and local government), so if you are an anarchist, you should focus on where most of the money goes. . Froes says that businesses that are less bureaucratic and more free-market will be more successful. For example, on page 16, Froes says that, â€Å"Organizations impose ‘taxes,' Ã¢â‚¬Ë œsubsidies,' and ‘price controls' within their companies that lead to unprofitable decisions. Pick one of the following questions and indicate whether you have chosen to address X or Y: X) How do corporations and other organizations â€Å"tax† the individuals, divisions, and/pr departments within the organization? Give a specific example. Do not use any government mandated taxes as your example. Would the organization be better off if it completely avoided the kind of ‘taxation' in your example? Y) How do organizations impose â€Å"price controls†? Give an example where a bureaucrat (manager) imposes a price control (a pre-determined, fixed price) upon the people in the organization.Explain whether it is better to eliminate this particular price control. 7. Suppose you have capital that is currently worth $1,000 and your cost of capital (WAC) is 10%/year. How much operating profit per year would you need to earn to be generating economic value by staying in business according to EVA? 8. Think of a pacific example outside of the textbook where someone in an organization (team, school, business, government, etc. ) made a bad decision and use Frost's rational actor paradigm to diagnose the problem. A) What is the problem (very briefly)? B) What caused the bad decision?C) How could you fix the problem? Could anyone change the organizational structure, information, incentives, (or culture)? How well would your proposed change solve the problem? 9. You traveled to Memphis over the weekend but need to return to work in Columbus early Monday morning. On Sunday afternoon, your flight is postponed until Monday night due to hurricane Eke. Since this is a pleasure trip, you bought a non-refundable ticket for $250. You can still get a ticket on a Greyhound bus for $90 and still get home by 6:AMA. Under what circumstances should you buy the Greyhound ticket and â€Å"ride the dog† overnight? 0. You are the production manager for Widgets, Inc . Current production is 1,000 widgets and all have been ordered by your regular customers. The phone rings and a new customer wants to buy 1 more widget and offers you $1,000 if you increase production to 1,001 widgets. Should you accept this offer? Remember that it is often harder to make decisions if you Just try o estimate the cost than if you figure out the total profit. You do not need to know what the other customers paid. Below are your average total cost which is the total cost divided by the quantity of widgets.Quantity Average Total Cost Current Production 1 ,oho $200 Make One More? 1,001 $201 A) What is the marginal revenue of selling one more? B) What is the total cost currently (selling 1000 units) C) What would the total cost be if you sell 1001 units? D) What is the marginal cost of producing the 1st widget? E) What do you tell the new customer? 11. A) Your firm received an REP (request for proposal) on a wire harness from GM hat will require an investment with fixed costs of $1 million and a constant marginal cost per unit of $1 with expected sales of 1 million units.What is the break-even price per unit that you will need to quote in order to avoid losing money? B) GM agrees to the price you quoted, and then hands you with a POP (purchase order) for 0. 5 million units, what do you say? Why? 12. You have fixed costs of $100/year, and you can produce and sell 100 units per year but you sell a commodity, so you are at the mercy of the going market price and you cannot raise your price above whatever price the market is currently at. Your marginal cost is $5. If the market price declines, what is your break-even price below which you will shut down?Note that there are two different answers for two different possible scenarios. Give both possible answers for full credit. Don't worry about the opportunity cost of capital (WAC). Assume that that is included within the fixed cost figure. 13. Suppose there are two technologies for producing pizzas in M acaque. The solar oven requires $100 in fixed costs, but $9 in marginal costs versus the electric oven which requires $50 in fixed costs but $10 in marginal costs due to the high cost f electricity.What quantity of production will make you indifferent between the two different technologies? This is useful because in making capital expenditure decisions there is often this tradeoff and finding the break-even quantity helps strategies about which investment will be most profitable. The idea is that for small quantities one technology will have higher total costs and for large quantities the other technology will have higher total costs. Your Job is to see what quantity makes you indifferent between the two technologies because they have the same total cost.

Event Design Proposal

Introduction We are an event organization that is called Eventastic. This agency consists of six experienced and motivated managers that have worked individually after finishing their studies. Due to the fact that we were sharing the same interests, vision and mission we came together. Every manager took a big responsibility in accomplishing their role with professionalism and working on the concept towards a common goal. All the managers have worked in a productive way and our main focus was on fulfilling the clients' needs and expectations.We want to thank Mr. van Driem for giving us the opportunity to develop the concept and be part of the Olympic Games 2012 in London. Furthermore, we want to thank our teacher Ms. Cromme, for her support and inspiration during the realization of our proposal. 1. Event Company 1. 1 Description of Eventastic We are working with six professional event managers since 2000. We are all specialized in our own work field, as you can see in the organizatio n structure below. Because of our different cultures, we look at organizing an event with different perspectives.Besides that, we all have a lot of experience in the event world and work together for almost 13 years. Organizing the lottery of the ‘UEFA Cup’ and organizing ‘Queensday’ in Amsterdam are two examples of our previous events. We are committed to ensuring an event that brings exceptional results. We want the companies to not only love the experience of their event, but also working with us. 1. 2 Organization Chart [pic] [pic] 2. Concept London Olympics [pic] Our concept is the Dutch flag where by each color stands for something different: ?Red can be associated with fire, which stands for the Olympic fire and therefore the Olympic games, which should take in place in the Netherlands in 2028. Furthermore the Olympic games are standing for an international sports event. The red part of the flag stands in regards to the aim of hosting the Olympic gam es in the Netherlands also for the international openness of the Netherlands. ? White can be associated with wind, which stands for new ideas and innovation. This color should show the innovation of Holland? s products and companies. Blue can be associated with water, which stands for life or also survive. The Dutch flag is surrounded by an orange frame, which stands for the â€Å"Dutch feeling and experience† and furthermore it can be associated with our slogan â€Å"See the world through Dutch eyes†. 3. Venue Management 3. 1 Business to Business 3. 1. 1 Target group When it comes to the target group, it can be said that the companies or people from the target group are very important since they may be the potential customers for the event and there are lots of opportunities to collaborate with them.Since the subject is Sport & Dutch Leisure and Hospitality, the target group for B2B is hotels chains that people can make business with. These hotel chains can offer pack ages to other customers and attract them in an easier way. At this point, tour operators are also important since they can help to offer packages including transportation, accommodation and so on. They will contribute to have concrete offers for the customers. Booking agencies can handle arrangements related to the venture in the events.They can supply materials like speakers and so on. In addition, food and beverage industry is also important since it has some advantages to outsource catering companies. It is more effective and cheaper. In addition, event planners/agencies, marketers and sport events have the place in the target group. With the help of these target groups which can also be seen as potential customers that are aimed to attract to the event, the event will be a good platform for them to meet new people, do network and strength the relationships within the industry.The companies and people from the target group have the opportunity to meet each other and do some busin ess. They can also see what competitors do. It is also a good opportunity for them to follow new trends and developments of the industry. They can also promote their new or already existing products. In addition, this event would be the best opportunity for Olympia 2028 in Holland to promote to the country and get the maximum benefit out of it. And these people are needed for the event so that the objectives below will be reached:To promote Holland as venue for international sport events and conventions. To lobby for Holland as venue for European and World Championships. To promote the Dutch business sector â€Å"Sport†. To increase the Dutch export of products & services of the Dutch sport industry. 3. 1. 2 Guest speakers As there are six topics in our event, it is thought that it would be ideal to have six guest speakers for the seminars. The topics are shown again as follows: * Sport & Dutch Design & Architecture * Sport & Dutch Products Sport & Dutch Destination Market * Sport & Dutch Leisure and Hospitality * Sport & Dutch Medical Technology & Research * Sport & Dutch Nutrition For each topic, there will be one guest speaker who is from a leading company and is following trends and developments within the industry. The guest speakers should attract the attention of the guests but at this point, it can be said that it is almost not possible for one guest speaker to attract the attention of all guests as they would be from different fields.Thus, the best thing to do is to maximize the attention level for more guests. When it comes to benefits that both guest speakers and guests will have, it can be said that the guest speakers will have lots of benefits although they will not be paid. They will have the chance of meeting with new people and companies and/or strengthen their connections. Undoubtedly, for a guest speaker from a famous brand, it is not necessary for him/her to introduce his/her company to the guests since they are already known and reac h a prominent point in the industry.However, there are still some advantages for guest speakers even from a famous brand, like â€Å"to introduce new products and services†. With the help of this, the people or the company will have the chance to meet with potential customers both from guests and from other guest speakers and to make some business with them. It would be a nice and effective opportunity for them to introduce their brand or new services and products in business to business part of the event. On the other hand, it is necessary to analyze how the guests will get benefit from participating to seminars or why they are coming to the event.Guests are potential customers from the industry and that’s why they are there. Thus, it would be so useful to see new trends and developments within the industry. It is mutual; they can get benefit from the guest speakers and the other guests at the same time. When it comes to specify the guest speakers for the B2B seminars , it is necessary to consider the last trends and developments within the industries. With the help of this, the attendance and attention of guests will be increased.For each subject, the information of guest speakers is stated as below. Guest Speaker 1: Sport & Dutch Design & Architecture Guest Speaker 2: Sport & Dutch Products Guest Speaker 3: Sport & Dutch Destination Market Guest Speaker 4: Sport & Dutch Leisure and Hospitality Guest Speaker 5: Sport & Dutch Medical Technology & Research Guest Speaker 6: Sport & Dutch Nutrition | | |Time |Day 1 |Day 2 and Day 3 |Day 4 | |9. 0 am |Big opening event with 3D | | | | |Projection | | | |10am |Opening of Exhibition at the |Opening of Exhibition at the |Opening of Exhibition at the | | |Holland Business Promotion House |Holland Business Promotion House |Holland Business Promotion House | |11am |First Round of Tall ships are |First Round of Tall ships are |First Round of Tall ships are | | |leaving |leaving |leaving | |11am – 12n oon |Seminar on Tall ship |Seminar on Tall ship |Seminar on Tall ship | |12noon – 1pm |Sightseeing on tall ships |Sightseeing on tall ships |Sightseeing on tall ships | |1pm – 3pm |Lunch on time to network |Lunch on time to network |Lunch on time to network | |3pm |Tall ships arriving at Woolwhich |Tall ships arriving at Woolwhich |Tall ships arriving at Woolwhich | | |Pier |Pier |Pier | |3pm – 4pm |Cleaning of the tall ships |Cleaning of the tall ships |Cleaning of the tall ships | |4pm |Second round of tall ships |Second round of tall ships |Second round of tall ships | | |departing |departing |departing | |4pm – 5pm |Seminar on tall ships |Seminar on tall ships |Seminar on tall ships | |5pm – 6pm |Sightseeing on tall ships |Sightseeing on tall ships |Sightseeing on tall ships | |6pm – 8pm |Dinner and time to network Dinner and time to network |Dinner and time to network | |8pm |Tall ships arriving at Woolwhich |Tall ships arriving at Wool which |Tall ships arriving at Woolwhich | | |Pier |Pier |Pier | |8pm – 10pm |Cocktail party at the Holland |Cocktail party at the Holland |Thank you speech and closing | | |Business Promotion House |Business Promotion House |firework | Facility description 3. 1. 4 Location During the B2B event two different location are used the Holland Business Promotion House and three Tall ships. The Holland Business Promotion House which is located at the Woolwhich pier in London is the exhibition area where also the opening takes place.The stands of the exhibition will be for clients which HBPO invites and for guests who booked the red packages for the B2B event. The three Tall ships are build up and decorated for the business meetings. Each of them has a capacity of about 120 people. To guaranty a good atmosphere to network the capacity is decreased down to 80 guests per ship. All meeting facilities has Flipcharts, pad and pens, Laptops, PA system with microphone, internet connection an d more are on the Tall ships. These stuff are rented from the Nautisch Evenementen Bureau. In the appendix there are Floor plans of the tall ships and of the Woolwich peer where the Holland Business Promotion House is build up. 3. 1. 5 Decoration Holland Business Promotion HouseDuring the whole Business to Business event the different locations are decorated according to the concept the Dutch colors. Due to the fact that it is a business event it is necessary that the decoration is discreet to many colors and to many decoration material look not professional. At the outside of the building there are Dutch flags and an orange carpet in front of the entrance door. Additionally to the exhibition stands that are decorated individually by the responsible companies there are flowers like red, white and blue tulips. Furthermore all employees are wearing orange ties, bow ties or scarves. Also the cove lightning in the insight of the building is decorated in orange.From the Holland Business Promotion House leads a carpet in the colors of the Dutch flag out of the building. After a couple of meters it splits into one carpet for each color which leads the guests directly to the Tall ships. According to the different associations with the colors red, white and blue there are flambeaus at the entrance of the red ship, about two meters high classic windmills at the entrance of the white ship and lighthouses at entrance of the blue ship. Tall ships The employees at the entrance but also inside of the ship is dressed in a formal way with orange ties. The atmosphere is amongst other things because of warm light very friendly.The beamer that is also used during the presentations of the guest speakers projects pictures and short clips about typical, historical or innovative Dutch contexts. The rest of the decoration divers from the different ships like for example that there are red tulips on the tables of the red Tall ship and other colors on the other ships. On shelves there a re all kind of Dutch books and some pictures show impressions of the Dutch culture. Additionally to the Dutch flag that decorates the Tall ships small flags of all countries that part of the Olympics are shown on the ships. Hotels To let the customers of the Business to Business event be part of the concept the Dutch colors during the whole period also some parts of the hotel are adapt to the concept.As an example the slogan see the world through Dutch eyes is as an eye catcher written down on the keycards ( and the name of the sponsor). Impressions 3. 1. 6 Build-up and break-off – Information about coming exhibition guests needed 15th of July – Tall ships decorated in Vlissingen on the 17th of July. Before they leave at the 20th of July. (decreases transportation costs) – Opening 27th of July |Location |Date |Function |Position |Number Employees |Duration | | | | | | |(in days) | |3 Tall Ships |17. 07 – 19. 7 |Organization |- |1 |3 | |(per ship) | | | | | | | | |Build-up |Electrician |3 (1) |1 | | | |Build-up |Sound, Video, Light |6 (2) |1 | | | |Build-up |Set-up |9 (3) |1 | | | |Decoration |- |15 (5) |2 | |HBPH |24. 07 – 26. 7 |Organization |- |1 |3 | | | |Build-up |Electrician |3 |2 | | | |Build-up |Sound, Video, Light |3 |2 | | | |Build-up |Set-up |12 |2 | | | |Decoration |- |5 |1 | 3. 1. 7 Food and beverage For the Food and Beverage part of B2B, it is thought that the guests will have the breakfast at the hotel. So there is not anything to do with the breakfast for the F department. The guests will have a welcome cocktail every day in the tall ships. There will be snacks, appetizers and soft drinks too. The guests will have lunch or dinner at the tall ships according to their time of trip. All these things which called above will be free for them in tall ships. In the exhibition house, there will be beverages, snacks, appetizers and food. The snacks will be free.However, the beverages and food will be paid at the whole d ay. It is thought that the company will make collaboration with â€Å"La Place† in the exhibition house and they will give the ten percent commission from their revenues to the event company. After tall ship trips, there will be â€Å"Business Networking Cocktail† in the exhibition house. The beverages and cocktails will be free in these closing cocktails. For the menu list of welcome cocktails, Business Networking Cocktails, lunch and dinners, the concept of Dutch flag tried to be implemented. Lots of the food and beverages are red, white and blue which just fit into the concept. There are also traditional Dutch food in the list.However, there are still some food and beverages which are not from the Dutch flag concept and traditional Dutch food or beverages. Again, here it can be said that it still can be considered as carrying the aspect of Dutch flag concept, the color of red; international. There are some examples and images of food and beverages which are traditio nal in the Netherlands or fits to the Dutch flag concept: †¢ Dutch Dessert: served in a double glass. On the bottom there will be blue colored crushed ice, above that a glass with the dessert in it. First a white level with chocolate mousse. Plus a level with strawberries. So you will get: red – white – blue. Tiny smoke-house. Smoked food like â€Å"gerookte paling† are typical Dutch fish. In this moment it is very trendy to smoke your own salmon or eel (paling). Smoked stands for fire, so this refers to the flag (red – fire). It would be a great idea to have a place for a smoke house, where they can get smoked fish. Further, they can also get Dutch fish like oysters and mussels from Zeeland. This stands for the water which refers to the flag (blue – water). †¢ Red, white and blue cotton candies (a candy made by spinning sugar that has been boiled to a high temperature). Cotton candy is typical Dutch and you can make it in every color. Di nner and more: stampot and klapstuk, sudderlapjes and draadjesvlees. Plus pancakes (also for breakfast), poffertjes and oliebollen. †¢ Cheese with flags in it (cheese is typical of the Netherlands). When they make one's round with dinner-tray's, they can put a â€Å"Delfts† blue dish towel beneath it. †¢ Orange tompouce †¢ Orange flag cake †¢ Orange puffs †¢ Orange cookie (normally it is an pink cookie with glazing, but now you do it with orange. Above that every cookie has a head of one of the players of the Netherlands). †¢ Bitterballen. With three types of sauces: kurry/kethup (red), mayonaise (white), blue cheese (blue) Beverage Cocktail â€Å"Raisin' the world†.Bols Amsterdam 1575. â€Å"Flavour is not just an ingredient for a drink; it is what makes a moment, a night or a conversation remarkable and memorable. Flavour is what tickles your soul and inspires you to express your creativity and joy for life†. That is where Bols is standing for. To experimenting with ingredients and finding new recipes. For our concept we make our own flavour, our own cocktail with typical Dutch Jenever. Within this cocktail: blended Dutch Jenever, sweet red Vermouth, Orange juice and Bols cherry Brandy. *Orange bitter *Jus d'orange *Orange beer (you get this with a drip in the glass, before tapping the beer) 3. 1. 8 PackagesThe invited guests of the business to business meeting will have the chance to purchase one of three different packages with different inclusions for the event. White package The white package is called so because next to the event itself a discount for a flight is included. The flight stands for wind which can be associated with the color white. Package Inclusions: 1 seminar with dinner or lunch and sight seeing Opening and closing party Cocktail Parties entrance exhibition Discount for the flight Blue Package This package is called the blue package due to the reason that a hotel stay is included as well . The hotel is located at the London Docklands and the guest can enjoy the beautiful Thames while having breakfast at the hotel.Due to the location right at the water, this package is called the blue package. The available hotels are either the Novotel London Excel or the Crown Plaza London Docklands. Package Inclusions: 1 seminar with dinner or lunch and sight seeing opening and closing party cocktail parties Discount for the flight 3-night stay at Novotel London Excel Transportation to and from the hotel Red Package This package includes a stand at the exhibition which will take place during the four days of the business to business event. The visitor has the chance to show its passion for his products. Due to the fact that passion can be associated with the color of red, this package is called the red package. Package Inclusions: seminar with dinner or lunch and sightseeing opening and closing party cocktail parties Discount for the flight 3-night stay at Novotel London Excel Tra nsportation to and from the hotel exhibition stand 3. 2 Business to Consumer 3. 2. 1 Target group Our target group for the business to consumer event is very wide. Because of the different stages (red, white and blue), the target group is also very wide. At the red area there will be a lounge area, where people can relax and listen to lounge music. The target group for this area is almost everyone who loves to relax and nice music. At the white area there will be a great show with DJ’s and performances.For this area the target group are people who like to party and pop music. At the blue area will be all about water, with a foam party, showers and water balloons. The target group are people who like dance music, while enjoying water in different ways. 3. 2. 2 Program The program of the B2C event will be one time in a week. In total there will be two festivals during the Olympic Games. Over all, the process stays the same for every day. The festivals are in order to celebrate the Dutch achievements. In the tables below you can find the program for the festival area, which is divided into three areas: red, white and blue. An overview of the different areas can be found in appendix. Red area:When the visitors are tired from a full day of party and fun, they can take some time to recover in the red area. People who need a quiet moment to come down and just need a break, are at the right area. Here they can recognize that they are participating the most great full event in the world. The music that will be played is typical lounge music, which are known from the beach clubs in the Netherlands. During the chill out, there will be fire-breathing show guys who will entertain the lounging guests. At the end of each day, there will be firework, which starts with colors red, white and blue and ends with only orange. Figure 3. 1: fire breathing White Area Don't miss out on the best DJ's and greatest performers, while celebrating your nation's achievements! You will enjoy the greatest party in the world. You might even catch the Orange Fever†. This stage is dedicated to celebration and party. The combination of good pop music and a good atmosphere, creates a perfect experience for all guests. Figure 3. 2: White area Blue Area During the Olympic the hot summer days and the enthusiasm could be very exhausting. When the visitors need some refreshment they could go to the blue area. They can enjoy the foam-party, cold showers or participate in a water balloon fight. It is perfect to meet some new people and to refresh. Figure 3. 3: blue area, foam-party Time |Action | |12:15 |Opening field | | |Starting with house music | |12:30 – 23:00 |Start with foaming | | |Water balloon fights | | |Cold showers | All visitors can enjoy every area and every experience, in order to find out their own Orange feeling. Every area is related to one of the colors of the Dutch flag. The focus of the B2C concept definitely lies on building long lasti ng relationships by using the strongest connection tool in the world: Fun! Facility description 3. 2. 3 LocationThe location of the festival will be Greenwich. The festival will take place two days and it will include 20. 000 people. Why Greenwich? The location of Greenwich is perfect for this type of festival. It has an great infrastructure and it’s reachable in any kind of way. It is six minutes by DLR (Docklands Light Railway from the London City airport. It also has an excellent connection to high speed rail terminals but, also for the underground of London (Jubliee line Tube). Greenwich has also parking for 2000 cars and coaches and It has shuttles to any kind of accommodation in the neighborhood. Greenwich is also the location for many big festivals in London. -The Red Bull Air Race The UK leg of the Tour de France -The London Marathon So it has the capacity to handle a large festival like this. 3. 2. 4 Decoration The decoration in the three areas will also be in the co lors of the Dutch flag. Since there are a red, white and blue area, the decoration will also be in the color of the area. The Greenwich area will be deposited, so there will be two entrances. At the entrances there will be 2 Dutch flags and a large orange carpet at each entrance. Between the trees there will be banners with our slogan on it, to make sure everyone knows what the festival is about. ? At the red area there is a lounge area with couches and beach chairs.There is a large red carpet underneath those. Furthermore in the middle of the area there is sand on the ground to create a beach atmosphere. ? At the white area there will be a stage for all the DJ’s and performances. This stage is white and is decorated with Dutch flags. ? The blue area is divided in two places. The first place has a large blue carpet with two big foam machines next to it. This is the carpet where the foam party takes place. On the other carpet there is a possibility to just enjoy water. People can have water balloon fight at this place. 3. 2. 5 Build-up and break-off The building up of the business to consumer event starts about one week before the first festival.In this time the stages are being build, the F&B will be prepared and the place will be sold. Furthermore there will be taking care of the decoration, the toilet areas and the different areas (red, white and blue). After the event is done, it will take a couple of days to rebuild everything and remove all the above. 3. 2. 6 Food and beverage Food All the area’s will have a food court. This food court will exist from different kinds of food. There will be one food suppliers who takes care of all the area’s. this is to make it easier for both sides. There will be one manager who is responsible for the food courts. The food courts will exists of: Fish and chips |Let the people know that we are still in London | |Snacks |Typical Dutch: frikandellen, kaassouflee's, kroketten | |Frites |Typical Dutch frit s | |Cheese stand |Typical Dutch cheese | On this festival there will be food served just like any other festival in the world, but there will also be specialized food on the Blue area, such as: ? Slush puppy's Ice cream ? Dutch fish (haring) These stands will also be provided through the food supplier. Eventastic gives the food supplier the freedom to sell their own food. Therefore Eventastic gets 30% off the profit. The food supplier does not has to worry about the stands, they will be provided. Beverages The drinks will be served by our own volunteers. The drinks will be served by using the coins system. Every guest can buy an amount of coins. Price for one coin is â‚ ¬4. The drinks that will be served are standing in the table below. 3. 2. 7 Merchandising We arranged a sponsorship deal with the Jack & Jones, which is a clothes store in the Netherlands.When we promote the brand on the Olympic Games, they give us a discount on the cost price of 40% for the t-shirts and the cap s. For the typical Dutch goodie bag, we include an orange flute, information paper about the Olympics, orange balloons, a cookie (gevuldekoek). ? Orange shirts ? Orange caps ? Typical Dutch goodie bag ? Water pistols ? Sunglasses 3. 2. 8 Packages Red package (â‚ ¬65) †¢ Only an entrance ticket for one day at the festival OR two days at the festival (then it will be â‚ ¬100). †¢ When they book their tickets within the first 8000 tickets which are sold, the price will be â‚ ¬60 for one day. White package (â‚ ¬175) †¢ Entrance ticket for one day at the festival (â‚ ¬65) Included a return flight with Ryan-Air, when it is a flight within Europe. Otherwise they get a discount of 30% (â‚ ¬100) Blue package (â‚ ¬235) †¢ Entrance ticket for one day at the festival (â‚ ¬65) †¢ Included a return flight with Ryan-Air, when it is a flight within Europe. Otherwise they get a discount of 30% (â‚ ¬100) †¢ One overnight stay at the Orange Camp ing (â‚ ¬60) Orange package (â‚ ¬585) †¢ Entrance ticket for two days at the festival (â‚ ¬65) †¢ Included a return flight with Ryan-Air, when it is a flight within Europe. Otherwise they get a discount of 30% (â‚ ¬100) †¢ Overnight stay at the Orange Camping (â‚ ¬400 for 7 nights) †¢ Included breakfast for all days (â‚ ¬20) 4. Human Resources 4. 1 StrategyThe human resources within the company is a well-organized department that tries to motivate its workers as the first aim. As the company organizes events, the human resources is responsible from hiring new eployees, human resources planning, job applications, employee choices, education and improvement, performance evaluation, working relations, healthy and safety, employee and employer relations and so on. The department tries to motivate its employees and tries to increase productivity. It is tried to get maximum benefit from the employees’ skills, knowledge and capabilities to reach the efficiency and then effectiveness. The department tries to have the employees motivated and satisfied from their work both financially and psychologically.The quality of work is tried to be increased so that the motivation and the eagerness to work should be stable. For all these, some orientations and trainings are organized for the employees to follow new trends and developments and keep them on tie. And when it comes to concept, it can be said that it is the Dutch flag and each color stands for something else. Red is Olympic fire, international, Olympic Games 2028 and white stands for wind, new ideas, innovative and blue represents water, life and survive. And orange represents the Dutch feeling and can be seen as a frame of the flag. At this point, it can be said that the department is very innovative and come up with new ideas with the help of following trends and developments within the industry.It is tried to hire only Dutch people and people who can â€Å"see the world through Dutch eyes†. In addition, it is needed every employee and volunteer to speak also fluent English so that they can introduce the Netherlands well to people or customers from all around the world. When it comes to orientations, the aim of Olympic Games 2028 is tried to be imposed to the employees and to promote the Netherlands will be reached with the help of them. 4. 2 Outsourcing Apart from volunteers, the company will outsource the employees for security and technical departments. The reason is that these departments need more skills and render more heavy and prominent work which cannot be considered as â€Å"easy† as other departments like F&B.For cleaning and maintenance, the company will have volunteers. For the F&B part, the company will have two chefs to cook on tall ships. However, it is still needed to have volunteers to serve food and beverages. In addition, the supervisors will not be volunteers; the company will hire and pay for them since they need to have some specific skills to manage the volunteers and subordinates. Selection Recruitment and selection for the departments are going to be done with by the human resource department. The company will outsource the catering company and security. Supervisors for food and beverage will be paid employees. And the rest will be volunteers for the event.At this point, it can be said that all the employees should have at least some specific aspects as follows: ? Between 21 and 35 years old ? Fluent Dutch and English ? Eager to work ? Good communication skills ? Experience of work Training When it comes to training, it can be said that the employees will be trained before the event by the human Resource department with the help of the managers. The trainings will take place one week before the event. They will be informed about all details of the event so that so that all the things will go smoothly. Accommodation and Motivation There are some benefits for employees who will work in the event. They will have the chance to know each other and have an unforgettable experience.The housing will not be provided for employees however the employees can have the breakfast as a breakfast buffet with the others and they will have the lunch and dinner in the area. The department will give them tickets to get the food and beverages. 4. 3 Volunteers Instead of hiring employees, having volunteers is the best option for the event so that the company can decrease its costs. The volunteers can be found with the help of an advertisement on the website of the event. The people can send their CVs directly from there. At this point, it can be said that all the volunteers should have at least some specific aspects as follows: ? Between 21 and 35 years old ? Fluent Dutch and English ? Eager to work Good communication skills Selection This time, the Human Resource department will do the selection according to the criteria. They will make interviews with the people who applied to be a vol unteer in the event and then the selection will be made. Training Trainings will be implemented for volunteers one week before the event. However, the volunteers who will work for B2B event will need more time for training as it is more important. The HR department will manage the trainings with the help of facility manager. They will have the trainings for the subjects like hospitality, communication, bar skills and waiter-waitress skills. Accommodation and MotivationThe volunteers will stay at the Camp Sites which will be provided by the event company. The Camp Sites will be close to the event area and by doing this; the transportation expenses will be avoided. In addition, the volunteers will have the breakfast in the camp sites as a breakfast buffet and they will have the lunch and dinner in the area. The department will give them tickets to get the food and beverages. There are of course some benefits for volunteers to work in this event. First of all it is an unforgettable exp erience for volunteers which will bring self-enjoyment. In addition, it is a good opportunity for them to put their resume as a â€Å"volunteer experience†. 5.Sponsoring Eventastic will approach different kind of sponsors. For the sponsors it is necessary to connect to our concept: the Dutch flag. The potential sponsors are divided in Business to Business and Business to Consumer. 5. 1 Business to Business For business to business we would like to have Philips as a sponsor. Philips is already a well-known company, but at this event Philips can highlight another side of the company. The Olympic games try to be a sustainable as possible; Philips has also a strong focus on sustainability. Being the sponsor of this event, Philips can promote that they are sustainable. Also they get a stand at the exhibition.The event will get in return that Philips can arrange the light and sound equipment that is needed. Another potential sponsor for B2B is AVIAREPS tourism. This is a company th at takes care of destination marketing for the Netherlands. This company can help us with the marketing, by promoting the festival on their website. In return they will get free publicity and they can get a stand at the exhibition. 5. 2 Business to Consumer A potential sponsor for the festival will be Radio 538. This is a very famous radio station in the Netherlands, who are very popular with people at different ages. Radio538 can sponsor the festival to arrange the music in the blue area.They will get in return a very wide publicity and that may increase the amount of listeners. Also their brand is written on the back of the shirt of the employees. Another potential sponsor is Beach club Vroeger. This is a famous beach club in the Netherlands. They can arrange the beach chairs, couches, sand etc. for our lounge part in the red area. What they will get in return is free publicity and their brand on the back of the shirt of the employees. 6. Marketing 6. 1 Promotion We will describe the several tools we are going to use to attract as many B2C and B2B customers we need to make this event a huge success. Through several canals the promotion will be made. In the table below you can find them: Promotion |Canal | |Visual B2C |High flyer balloons with advertisements in all provinces | |Internet B2C |Website (B2B and B2C) | | |Twitter | | |Facebook | | |Hyves | |Visual B2C |A flashmop in Amsterdam, The Hague, Eindhoven, Utrecht and Nijmegen | | |(big cities). | |TV Commercial B2C On the Dutch television | |Radio commcercial B2C |Radio 538, SlamFM | |Invitations B2B |Personal invitation | |Application for B2B and B2C |Smartphone download | |Visual B2C |Advertisements on bus and train stations | B2B invitation package To attract the B2B visitors, we created an unique and exclusive B2B invitation package. We would be able to reach our overall goal: â€Å"Positioning the Netherlands in the UK during the Olympic Games in London 2012 as a nation that produces high quality sport products and services†, by making a good developed B2B program, enable networking and get introduced with the Netherlands. Thousands of worldwide fans will be attending all medal celebrating ceremonies.To make the invitation package more personal, we will invite them through a special designed goodie bag, which will be send to them. The slogan on the goodie bag shall be â€Å"see the world through Dutch eyes†. In this way they will be more curious about our program. This invitation package includes a personal invitation letter (name will be hand written), pen and paper and an application introduction as well as an application coupon in order to sign up. Students from a Dutch University will develop these app as a case for school. The following information will be involved: †¢ Program, with time schedule †¢ Maps †¢ Tickets †¢ Food and Beverage information †¢ Accommodation †¢ Infrastructure Transport †¢ Facts about th e Olympic Games †¢ Facts about Dutch venues When the recipient does not have a smart phone, he or she can log in on the website with his/her personal code and the same information can be found. To make a good marketing plan, several subjects you have to consider that have to be included: †¢ Competitors analysis †¢ Product description †¢ Market segmentation †¢ Pricing strategy †¢ Promotional plan 6. 2 Competitors analysis Eventastic has two different kind of competitors. First of all the competitors for the company as an event organizer and the countries who are participating in the selection for being a host country.The organization competitors: †¢ ISS Events †¢ Eventure †¢ Octopus †¢ Eventurious Competitors of the Netherlands of being a host country: †¢ Australia. Melbourne is considering a bid for either the 2024 or 2028 Summer Olympics. †¢ Canada vs. United States. †¢ Kenya These three mentioned above are potential host countries for the Olympic Games in 2028. 6. 3 Product description B2C The focus is on what is important within the Dutch culture. The B2C concept is focusing on celebrating the achievements together, where different nationalities will be involved. The most important Dutch elements will be showed to the guests: the three colors of our flag (red, white, blue).Red also stands for the sunset, white for the beach we have in the Netherlands and blue for the North Sea. Thereby, the color orange, the famous Dutch artists and DJ's, typical Dutch snacks and the famous festival experience. Connecting to our slogan: see the world through Dutch eyes, we let the visitors see how the Netherlands celebrate celebrations. People who are attending this event have different kinds of needs and that is why we organize areas with different themes all at the same location. The guests are able to be involved at every area with just being in one. On the festival areas there will be screens, where they c an see how the party is going on the other area. Thereby, people can tweet, so they will be connected with each other. B2BIt is important to promote Holland as a country that has a lot to offer, so connecting with each other is very important. The business to business concept is focused on giving the entrepreneurs a chance to network, at one place, with people from all over the world. The Netherlands will be promoted worldwide, due to increase the Netherlands visibility to a large amount of business audience. 6. 4 Marketing segmentation B2C It is important to know your audience, if you have to organize an event on a scale like the Olympics. Sport fans from all over the world is our audience for the B2C concept. We took a closer look at the customers, to discover if our concept meets the wishes and needs of our target group. So we selected some criteria to segment the audience.The research, to get to know how we can involve their needs into our concept, is based on several segment cr iteria and the Euro Social Style. We divided the segment criteria into three groups: †¢ Demographic †¢ Psychographic †¢ Behavior To get a more specific point of view, we divided these criteria into subgroups. Because we have two different kind of events, there will be two different kind of target groups. The Business to Consumer (B2C) target group will be described below. Demographic criteria The visitors who come to the Olympic Games are sport fans. These fans can consist of adults or young people. Age The young people, who are attending the Olympic Games, have the age between 16 and 25 years old.This generation, the young people who are born between 1977 and 1994, is called Generation Y. The adults have the age between 25 and 35 years old. Social class There is a high differentiation between the type of sport fans. This group consists of the lower, middle and higher class. The middle class group is the biggest one of sport fans and they want to spend money to go to an event, so that is the group we are focusing on. This group is also called as â€Å"Dink†. They are younger couples of 25 years and older and have a double income and no kids. Psychographic criteria Personality Our target group are familiar with computers and internet and easily spends money.They have less time for leisure, so they buy things online (do their banking online and works at home also in the weekend). They are quite egocentric, they life in a do it yourself culture. Furthermore, they are digitally oriented. They always want to have internet, wherever they are. Finally, they knows and feels exactly which brand is the right brand for them. â€Å"Gen Y is seeking more, after than just friendships. They want community to be understood, accepted, respected and included† (the Australian leadership foundation). They strive to make realize what their peers expect of them and their self respect often rests on how well regarded they are in their group. They are ver y loyal to their friends (Kotler, 2009) LifestyleFor this target group, it is important to follow up on trends. Generation Y is an attractive group for marketers, because they always want the newest of the newest. Some interests are that they like to spend their spare time the most on: going to a party (74%), listening to the radio (74%) and going to a movie (72%). They are also interested in sports and healthy food. Behavior Consumption Generation Y is not raised in a time of financial crisis. The younger people do not have financial responsibilities: their parents, the baby boomers, have a high income and they are raised in a time of using credit cards and loans. That is why their consumption behavior is high.Because of the fast technological developments, there is a high change of products. Generation Y always want to have the newest things, so they change their products very fast. They are willing to invest a lot of money to get involved into a certain group. Brand loyalty When it comes down to brands, they are not very brand loyal. Because they want to follow the trends, so they want to buy the trends which is trendy in a certain moment. Sometimes they want to wear a specific brand, because then they have the feeling they belong to a kind of group. Marketing segmentation B2B An event like the Olympics has an enormous scale with people, so it is important to know the audience. Our audience comes from all over the world.We selected some criteria, to make our audience more specific for out B2B concept. We took a closer look at the business people, to discover if our concept meets the need and wishes of the target group. In this way, we know how we can involve their needs into our concept. It is based on several segment criteria and the Euro Social Style: †¢Demographic †¢Psychographic †¢Behavior Demographic criteria The target group of our B2B concept consists of business people. These are the Baby Boomers and Generation X. Age Generation X hav e an age between 35 and 46 years old, they are born between 1965 and 1976. The Baby Boomers have an age between 47 and 65 years old and are born between 1946 and 1964 Social classThe Baby Boomers are in all kind of different classes, but we will be more focused on the prosperous and better educated segments. During a lot of years they have a lot of nicknames, such as yuppies, yummies, dinky's, DEWK's and sloppies (Kotler, 2009). The Baby Boomers belong to the welfare or higher social classes, because of their parents. They had enough money and a high education, so they could send their children to school. This also applies for Generation X. Psychographic criteria Personality The personality of the Baby Boomers mostly exists of that they are independent, active, ambitious and career oriented. They always want to be informed about the news and they are interested in classical music, health care and travelling.On the other hand we have Generation X, who want to remain traditional famil ies and want availability for their children. They created a more cautious economic awareness, because they grew up in an economical crisis. They want to be informed about the regional news and are more aware of products prices. Their interests are music, movies, travelling and raising their kids. Lifestyle Every day, the Baby Boomers are watching television for 2 or 3 hours, of whom 61% is interested in Dutch television (NL 1). 84% of the Baby Boomers uses internet. To compare prices, they make use of advertisements or the internet. Because they have enough money, they can make life comfortable for themselves. They go more than once a year on a holiday.Generation X is more busy with visiting family and friends, shopping and going to a movie. As well as the Baby Boomers, they compare prices on the internet and watch television for 2 or 3 hours every day, but they have more interest in RTL4. The biggest difference between these two, is the interests and income. Behavior Consumption T he most Baby Boomers are doing their purchases at the Dutch store Albert Heijn. Is there is a discount at another shop, like Aldi, C1000 or Lidl, they will go to that store. Most of their money is spend on hot meals, going out for dinner, computers and holidays. Generation X does the same thing with their purchases and their spending pattern. Brand loyaltyTo buy well-known brands gives both of the generations a certain status. They stick to a brand, because they are used to it and know exactly what they deliver. 6. 5 Pricing strategy B2C It is important that there is a good price for the customers, because they have to buy the ticket. That is why Eventastic uses buyers' perception of value as the key to pricing. First we analyze the customers' needs and value perception. A price is set to match the customers' perceived value, based upon the needs and value perception. Visitors want some experience during the event, so they want value for their price. If it is worth it, they are will ing to pay a high price.So quantity and quality have to be equal. [pic] Figure 6. 1: pricing strategy To attain more specific objectives, for example to attract as much as B2C guests as possible, Eventastic uses this price strategy. If there will come more people to the festival, the more the Orange feeling is presented. B2B As been mentioned above, it is important to create a good price for the customers. Therefore, you have to understand the value of a product or service completely. First you have to analyze the customers' needs and value perception. So with this, the prices will match with the customers' perceived value. The target group of our B2B concept is hotel chains that people can make business. he target group for B2B is hotels chains that people can make business. To attain more specific objectives, we uses this price strategy to attain more specific objectives (see picture above). 6. 6 Promotional plan Advertising †¢ Sport magazines †¢ Internet †¢ Flyers †¢ Brochures †¢ Newspapers †¢ Advertisement published on busses, in London and in the Netherlands †¢ Broadcast advertising Media Relations Campaign †¢ Press releases through the internet Promotional activities †¢ Sponsorships Merchandising †¢ Orange shirts †¢ Orange caps †¢ Typical Dutch goodie bag †¢ Water pistols 7. Risk analysis The B2B event takes place at two different locations the Tall ships and the Holland Business Promotion house.The B2C event takes place at the festival area in Greenwich at the orange festival plaza. There are a couple of risks that Eventastic needs to be aware of amongst others financial risks, legal risks and technological risks. A general risk is the Weather. London is well known for the fact that it rains very often also during the summer. In the HBPH and within the Tall-ships it is not necessary to calculate this risk because it is inside. For the outside area between the ships and the weather deck on the tall ships pavilions and umbrellas are available. During the B2C festival ponchos can be bought. Furthermore is first aid equipment at all locations available and for the security a professional Security company is hired.Financial risks Bad occupation, accidents, damages etc are part of the financial risks Eventastic needs to be aware of. To minimize these risks â‚ ¬75. 000 for insurances and for â‚ ¬45. 000 for unexpected costs are calculated. Furthermore we try to sell as many tickets as possible before hand. Because of this you get earlier money in and can react on less bookings by reduce the number of employees, food and beverage etc. To increase the number of early bookings until one week before the event customers get a small discount of 5â‚ ¬. Legal risks To react on legal risks Insurances regarding employees and guests and possible risks like fire are available.Additionally Licenses and legal compliances are organized by specialist â€Å"orange connection†. Technological risks To minimize the technological risks Technological assistants are available at each location. If a computer or other technological equipment is broken that cannot be fixed by the technological assistants Evantastic is in communication with external organization: if technical equipment does not work a company that delivers new equipment is reachable 1 7. 1 Crowd management Communication To manage a crowd in the right way is absolutely necessary that the communication is done in the best way that is possible. To do this each employee as well as volunteers will be informed about fire escapes etc before the events start.This will be done during a safety briefing before the events. The communication â€Å"between staff† needs to be good during the whole event. Because of this employees are connected with headsets during the whole events to guarantee a good communication. Another communication aspect is the communication between guests and employees. By using threshold points the communication to inform and guide the customers is optimized. If something happens all people will directly and clear informed by using PA system about what happens and what to do in a calm way. All Emergency exits have visible signs that are not just on walls but also at the exhibition stands, bars, snack bars etc.These signs are according to the target group available in Dutch and English Festival area A specific communication part of the crowd management are the brochures at the festival area which are available at the entrance and at the F&B areas. They give information about the program as well as an area plan including emergency exits. Control the density To control the density it is necessary to know how many people can be at same spot at the same time. By doing this a maximum legal density is at about 70%. 100% should be if 2,4 people are on one square meter. Holland Business Promotion House Just during the opening the density in the HBPH is higher.A max imum of 1920 guests are at the same time at the exhibition area. There is one bigger entrance that is also used as an exit and two emergency exits. All three exits are in different direction so that it would be easy to leave the building (Appendix II). The HBPH has about 2. 000sqm. Exclusive about 650m? stage and exhibition stand there are 1. 350m? left that need to care a maximum of 1. 920 people. The security standard is a maximum of 70% density for events. Regarding to the mentioned figures during the opening the density would be 59% so under the security standard. 1. 920 people / 1. 350m? = 59% density Tall-Ships The Tall-ships have a capacity of 120 guests.To guarantee safety and a good atmosphere the capacity of each ship is reduced to 80 guests on one ship at the same time. Through security control and good communication between the employees at the entrance of the Tall-ships not all guests will enter the ships at the same time. That is why there will be no bottleneck at the entrance. Festival area To reduce the pressure of the crowed the tickets can be bought and print in advance though website. The festival area in Greenwich at the orange festival plaza has a size of 25. 000 sqm. There from are approximately 5. 000 sqm for stages, shops, sanitay facilities etc. With a maximum number of expected guest of 10. 000 visitors a day the density should be 70% on 17. 000 sqm. Due to the fact that there are about 20. 00 sqm left the maximum density is definitely lower than 70%. But still there are some bottlenecks for example the entrance area. As it is visualized below the entrance and exit part is not the same so that there is no movement in two direction. Hence are the merchandise stands good visible from the entrance but not too close to the entrance. By doing this people do not block the entrance area and the merchandise is still close enough to the entrance. Figure 7. 1: entrance area Apply safety standards Eventastic does furthermore apply some safety st andards like good visible signs with security exists, first aid, extinguisher etc that are of course also available. Tall-shipsAdditionally to the safety standards that are at all three locations the same there are life jackets available on the tall ships. Festival area At the festival area a Security check for weapons , fire work, glass etc. is done by a professional security company. Signs inform guests about reasons for the security check and about the way of doing it are readable from 20 to 25 meter before the entrance. There is a No glass policy to reduce the risk of injury because of glass on the ground etc. Moreover crowd control thru security and fences are down to ensure the safety of all guests and employees. 8. Financial 8. 1 Financial part for the business to business event Descrption of Costs |Costs |Percentage | |Marketing |90. 500,00 â‚ ¬ |17% | |Adverts |60. 000,00 â‚ ¬ | | |Publicity Costs |20. 000,00 â‚ ¬ | | |Document Prints |1. 000,00 â‚ ¬ | | |Websit es |2. 00,00 â‚ ¬ | | |Invitations |6. 000,00 â‚ ¬ | | |Signage |1. 500,00 â‚ ¬ | | | | | | |Decoration |25. 000,00 â‚ ¬ |5% | | | | | |Rental Costs |37. 00,00 â‚ ¬ |7% | |Technical Equipment |20. 000 â‚ ¬ | | |Stands for Exhibition |2. 400 â‚ ¬ | | | | | | |Shows |50. 000,00 â‚ ¬ |9% | |3D Projection Opening |40. 000,00 â‚ ¬ | | |Firework |10. 00,00 â‚ ¬ | | | | | | |Staff Costs |16. 350,00 â‚ ¬ |3% | | | | | |Food and Beverage |216. 750,00 â‚ ¬ |41% | |Lunch/Dinner on tall ships |152. 000,00 â‚ ¬ | | |Networking closing party |60. 000,00 â‚ ¬ | | |F&B for volunteers |4. 00 â‚ ¬ | | |Drinks for Exhibition Hall |750 â‚ ¬ | | | | | | |Transportation Costs |33. 000,00 â‚ ¬ |6% | |Trasnportation of goods |30. 000 â‚ ¬ | | |Transportation for volunteers |3. 000 â‚ ¬ | | | | | | |Unexpected Costs |20. 00,00 â‚ ¬ |3% | | | | | |Licenses etc |20. 000,00 â‚ ¬ |3% | |

Hotel Amenities Term Paper Example | Topics and Well Written Essays - 3000 words

Hotel Amenities - Term Paper Example General information about hotel amenities is given at the start of the paper, followed by description of some of the very important and interesting hotel amenities. Two examples of renowned hotels are given in later sections, to make clear what kind of hotel amenities are in trend these days. The report is summarized in a concluding paragraph, and MLA referencing style has been used properly. Perks are very interesting and important factors of the hotel stay experience. Amenities are much more than that, adding real meaning to the hotel experience. These are the special little things that make the hotel stay a quality time that the customer cherishes for many days to come. With amenities, the hotel stay becomes worry-free and relaxing. It no more remains a boring and still kind of journey, and the person gets to enjoy many interesting services and facilities in his leisure time. This also attracts more clientele, as the customers share their experiences with others. Another advantage is for the hotel authorities, as the public spends money on the premises to avail the services. This way, the hotelkeepers make added marginal income. Nowadays, nearly every high standard hotel offers amenities to the customers, who enjoy seeing their vacations and leisure time being converted into something extraordinary. Some of the amenities are available inside the room; while, some are available in the wide premises of the hotel. Those available inside the room include high speed internet access, high definition Flat screen LCDs and plasma LEDs, iPod/mp3 equipped clock radio, desk and comfortable desk chair, cable television channels, dual telephone lines with voicemail, custom climate controls, irons and ironing boards, hair dryers, lockers, and safes. Amenities that are available in the whole premises include car parking, laundry service, concierge service, currency exchange available at the front desk, multi-lingual staff, luggage storage, business center, safety deposit bo x, fitness center, in-room dining, club lounge, and gift shop. Let’s discuss some of these amenities in detail. Staying fit and in shape is very necessary, not only when you are at your homes, but also while travelling. Work-out and burning those extra calories and fat is something which should not be ignored even when a person is away from home. Fitness center is one of the most favorite amenities of many customers, especially those who are conscious about their health and overall well-being. Those, who are already members of fitness clubs off the premises, can maintain their fitness routine while they are staying at the hotel. This helps them continue their exercises and whatever services they enjoy at the fitness club. Many hotels have fitness clubs that offer services like stationary bikes, treadmills, weight lifting, health experts, exercise-training professionals, cable TV monitors, and fresh fruit presentations. People can come into the fitness clubs whenever they want because these offer services throughout the day. Some hotels also offer group exercise classes to give training about yoga and cardio. Specialized personal training classes and sessions are also offered so that people can maintain their fitness regime inside hotel premises. This makes them feel at home. Specialized training equipment is also offered, related to sauna and steam baths. The fitness center is accompanied with other fitness amenities, like jogging and

City of Worcester Report Assignment Example | Topics and Well Written Essays - 2500 words

City of Worcester Report - Assignment Example A critical review of the literature on the aforementioned will serve to outline the nature of tourism marketing and, in so doing, identify the core objectives and components of the City of Worcester's tourism marketing plan. The report will conclude with a set of best practice recommendations, specifically addressed to the City of Worcester. Branding is a managed process to serve consumers, create identity for goods and services, and differentiate goods and services from competitors (Kotler, 1994; Kapferer, 1997). Branding is a powerful means for creating competitive advantages in marketing corporations, products, and services. Cai (2002) acknowledged that branding is the single most important objective of marketing today. The ability to create value by developing and maintaining the attributes that appeal to consumers emotionally has become a main focus of branding (Knowles, 2001). Therefore, branding refers to the process of transforming functional assets into relationship assets (Knowles, 2001) or the process of adding meaning to consumer products (Aaker, 1991). Branding has developed into a modern concept that can be applied to anything from products and services to companies, not-for-profit causes, and even countries (Clifton, 2003). Modern branding is concerned increasingly with assembling and maintaining a mix of values, both tangible and intangible, which are relevant to consumers and which meaningfully and appropriately distinguish one supplier's brand from that of another (Murphy, 1998). Emotional benefits over and above a product's functional benefits are emphasized increasingly in the branding process. Branding is a powerful means of differentiation, and differentiation is a significant competitive positioning strategy (Pappu, Quester, & Cooksey, 2005). Berry (2000) noted that "a brand reduces customers' perceived monetary, social, or safety risk in buying services, which are difficult to evaluate prior to purchase" (p. 128). Due to greater opportunities to visit a variety of destinations, places are becoming increasingly substitutable and difficult to differentiate (Pike, 2005). 2.1 Destination Branding Travel destinations, just like other consumer products, have had to turn to branding to identify and distinguish themselves and to convey a positive and motivating message (Aaker, 1991). Although branding is a relatively new concept in tourism marketing (Cai, 2002; Pike, 2005), branding's extension into tourism destination management is expanding (William, Gill, & Chura, 2004). Consumers increasingly recognize that a destination can also be a perceptual concept which can be interpreted subjectively through the experience process (Buhalis, 2000). A strong and lasting destination experience for tourists, if appropriately managed, can act as a foundation for building destination brands (Hall, 2002). Buhalis (2000) states that destinations offer an amalgam of tourism products and services which are subsumed under the name of destination brand. Also, Murphy, Pritchard, and Smith (2000) noted that a tourism

Skills and Perspectives Needed for Working with Families from Diverse Research Paper

Skills and Perspectives Needed for Working with Families from Diverse Backgrounds - Research Paper Example The current research paper is aimed at identifying the skills needed for working with families from diverse backgrounds. Moreover, perspectives are critical in understanding intercultural problems in the modern industrial world. In the paper, perspectives helpful to comprehend family related issues have also been discussed in detail. Introduction In this paper, the main skills and perspectives needed for working with families from diverse backgrounds will be reviewed and analyzed. The principal focus of the research is on the situation in the western countries such as USA and other developed countries such as Australia where issues of intercultural relationships, migration, assimilation, etc. have drawn considerable public attention and debate at various levels of family and consumer studies. In writing this paper, academic literature including scholarly articles and practitioner’s resources have been used from reputable journals and university databases and libraries. The pap er is divided into sections dedicated to introduction, background research, problem, thesis statement, objectives, discussion, and conclusion. Background Family is the unit of society and nation that provides the most critical needs such as physical security and emotional support to its members. Family system brings coherence among individuals, begets mutual trust, legitimizes sex and synthesizes the civilization (Samovar, Porter, & McDaniel, 2009). Given the importance of family in any civilized society, immigrants have to be assimilated keeping in mind the need of fostering social coherence. Particularly in the developed countries where social constructs are highly complex and mechanistic industrialization booms, advent of immigrants is a major trend. For example, USA receives thousands of immigrants from different parts of the world every year. The institution of family becomes critical in such circumstances, where immigrants are being received either in groups, in families, or s imply as isolated individuals and/or asylum seekers (Gold & Nawyn, 2013). Furthermore, the issue of social justice for the relatively more marginalized populations also remains a significant question. For example, aboriginal population in Australia needs more social care and empathetic treatment because of their poor economic conditions. In America, the American Indians and African Americans also have similar problems. Problem In working with the families with diverse backgrounds, there are different issues in different countries. For example, in the countries such as Australia and New Zealand where immigration is still rather limited, issues of the families from aboriginal cultures must be addressed. These issues are absent in UK, yet the problem of assimilating the immigrant population in the country is very serious. And in the countries such as USA, ethnically and culturally varied families are highly common. Historically, USA has faced numerous hurdles in assimilating the variou s minority ethnic groups, immigrants, American Indians, different religious groups, etc. The practical aspects of the overall problem relate to three important issues: (1) handling the difficulties faced by children; (2) handling the difficulties faced by female family members; and (3) creating a holistic coverage of intercultural

Literatue proposal Research Example | Topics and Well Written Essays - 500 words

Literatue - Research Proposal Example Dandyism became confined to a marginalized subset of men who were loathe to give up their subverting performance of gender and beauty; it re-emerged as a central part of society from 1830, with Balzac's Treatise of Elegant Living, and peaked towards the end of the century with such figures as Oscar Wilde. So what was British dandyism in this transitory phase from 1790 to 1830? This essay will look at Garelick's Rising Star, Cole's â€Å"The Aristocrat in the Mirror†, and the Whartons' The Wits and Beaux of Society to understand the dandy's place in early-nineteenth-century society. This proposal will briefly describe the uses of each of these texts before going on to suggest more potential sources. Rising Star: Dandyism, Gender and Performance in the Fin de Siecle was written by Rhonda K. Garelick in 1998, and focuses on the aspects of dandyism which have flourished into one of the themes of twenty-first century celebrity. In her introduction she recognizes dandies as â€Å"s exually ambiguous† (3) and â€Å"double-sex beings† (5), in a manner which implies that dandyism was threatened by the very existence of womanhood.

Dating and Mating Relationship from Christian Standpoint Essay

Dating and Mating Relationship from Christian Standpoint - Essay Example The procedures taken by the current generation have left them with bewilderment, pain, and sexual sin that they have had to encounter in spite of their best objectives. Reasons for such occurrences are pointed out in the subsequent body text. The amalgamation of sex organs for two persons that are sexually active for insemination purpose is referred to as copulation. The process consequently results in an internal fertilization process. In the contemporary world, men and women engage in a process of looking out for spouses with the aim of getting into marriage (Burton, 2010). However, the process raises numerous questions. The Christian religion professes that selection of a companion according to the Bible teachings should assist in securing an individual a perfect match for his or her values. Even though the terms dating and mating are not found in the Bible, Christians are presented with some guiding principles that they should adhere to prior to getting married. Whenever an individual is strongly committed in a relationship, be it mating and dating relationship, he or she should endeavor to acknowledge the Lord. In addition, individuals should adore and respect each other just in a similar manner they do to themselves. The condition is certainly spot on for a dating or mating relationship. Biblical principles present a perfect way of having a secure basis for a dating or mating relationship

Contribution of rachel carson about elixirs of death Research Paper

Contribution of rachel carson about elixirs of death - Research Paper Example Malaria was a big killer and millions died of it. Swiss scientist Paul Hermann Muller was awarded the Nobel Prize in 1948 for the discovery and use of DDT. Excess of anything is counterproductive. In the case of excessive DDT it was death threatening to both human and animal lives. Its use was banned in the United States in 1972. By 1969, WHO abandoned the eradication efforts of mosquitoes with the use of DDT (Kirsten Weir). Rachel Carson was not the only person responsible for the eradication of DDT. There were several other factors that played vital roles in varying degrees in putting a stop to the use of DDT. In the 1950s, there were various lawsuits by ornithologists, book keepers and concerned citizens who sought court’s injunctions to end DDT spraying. It took quite a while for the courts and the government to act and stop the use of DDT. However, the role of Rachel Carson became the rallying point for the pro and anti DDT users for bouquets and brickbats. Her strategy of writing on a hitherto debatable subject evoked strong emotions on the professional as well as the layman’s side. Even the scientists who did not share her views admired her qualities of penmanship. Actually, DDT was one of the subjects Rachel touched upon in her book Silent Spring. Had she lived longer she would have been pleasantly surprised by the reactions and decisions the booked evoked. Oklahoma Republican Senator Tom Coburn squarely blamed Rachel for the ban on DDT and its supposed disastrous effect on the millions of deaths due to malaria around the globe. Novelist Michael Crichton teamed with Coburn and sounded out the damages accrued due to the ban on DDT in his novel State of Fear (Kirsten Weir). However, the authorities in the judiciary and the government did not wait to check on science’s veracity about the harmlessness of DDT and some other

Observation as a Tool of Inquiry Essay Example for Free

Observation as a Tool of Inquiry Essay The following characteristics I will describe in video clips one, three, four, and seven of the chapter one lab activity will help me identify and rank which of the people in these four videos is the most developmentally advanced, specifically in the motor skill of throwing a ball. First, I will identify the most proficient ball thrower and then create a developmental â€Å"throwing continuum† from the most to least advanced. Following this continuum, the constraints important to the throw will be explained as well as how a change in one constraint might change the throwing pattern. On my â€Å"throwing continuum† the number one is the lowest rank, meaning least developmentally advanced, in contrast with the number four ranking most developmentally advanced. Chapter One Lab Activity â€Å"throwing continuum† is visually represented bellow: Ranking: 1 2 3 4 Video clip #: #7 #1 #3 #4 This representation displays that the person in video clip number four is the most developmentally advanced at the motor skill of throwing a ball, followed by video clip number three as the second most advanced, then video clip number one coming in third, and lastly video clip number seven ranked number one on the â€Å"throwing continuum,† as the least proficient. What makes these videos distinguishable in terms of developmental advancement are the characteristics of each person’s throw. Video clip number seven ranked the lowest on the continuum because he showed a lack of experience expressed in characteristics such as the loss of balance, shallow throw, slight tilt of the ankle, and using a larger ball. Video clip number one was ranked second because considering his feet stayed stationary and together, and that he reached the ball behind his head to gather speed, make it evident that he is still primitive; yet, maintaining his balance  regardless of his knees rocking back and forth after casting the ball, shows a higher developmental ranking than the child in video clip number seven. The second most advanced thrower is in video clip number three. Characteristics that show some signs of experience are his comfort casting the ball at a jogging start, the shift of weight between his legs before throwing, and the actual height and distance of the throw. However, his loss of balance shows lack of developmental advancement. What distinguishes the person in video clip four as the most developmentally advanced is the standing start with a single step forward for force, the height of the throw, and how balance is maintained throughout. Multiple constraints may be important to the throw. An example of a (structural) individualistic constraint would be limb length. Perhaps if the person in video clip number three did not have such long legs he may not have lost his balance after his throw. An environmental constraint of importance would be wind. If wind is interfering with a throw, it is likely that the target will be missed. Another example would be if the thrower in video clip number three were to have his jogging start on a slippery floor. In this scenario the thrower would most likely fall, undoubtedly changing the throwing pattern. In a separate scenario, if the target on the receiving end of the throw is stationary and then begins to shuffle from side to side this would increase the difficulty level for the thrower, epitomizing a task constraint. The observations I have made in this assignment were both displayed in a table and supported through explanations describing various characteristics that proved the validity of my â€Å"throwing continuum† rankings. Individual, environmental, and task constraints can all be important to the motor skill of throwing. Through using the element of observation as a tool of inquiry, I have reinforced that my statements are credible.

Factors Influencing Calprotectin Levels

Factors Influencing Calprotectin Levels Several factors have been reported to affect faecal calprotectin levels. Some of these factors have been investigated in this study through the survey. Referring to Figure 3.1, 34% participant are aged between 50-59 years. From this study, a correlation between age and calprotectin level is positive, meaning that, as age of participant increases, calprotectin level increases (p Socioeconomic status is another factor which is thought to impact on calprotectin level. Figure 3.2 shows that 48.86% participants were from medium socioeconomic status. From Table 3.7, the correlation between socioeconomic status and calprotectin level was statistically significant (p The health status of participants was divided in 3 subcategories: healthy, unhealthy, and quite healthy. From Figure 3.3, 66% participants stated that they are healthy while 20% were unhealthy. Referring to Table 3.8, no positive correlation exists between health status and calprotectin level (p>0.05). This implies that health status of the individual does not affect calprotectin level. 47 % participants judged that they were moderately stressed (Figure 3.6). Stress has long been implicated in the pathogenesis of several GI conditions. Stress profile is known to contribute to GI inflammation. From this study, a statistically significant correlation does not exist between calprotectin and stress level (p>0.05) (Table 3.10). This demonstrates that as stress level rises; calprotectin does not increase accordingly, implying that according to the test, GI inflammation is not observed accordingly. This is refuted by findings of another study, reporting that stress is a potent modulator of the inflammatory response in the gut [104]. Among other lifestyle factors which can affect calprotectin level and thus GI inflammation is undoubtedly alcohol consumption. Excessive alcohol consumption often results in intestinal damage, mediated by inflammatory processes [105]. Figure 3.7 shows that only 4.55% participants consumed alcohol regularly. Statistical analysis demonstrates no correlation between alcohol consumption and calprotectin level (p> 0.05; Table 3.11). Another study also reported that faecal calprotectin level in active-drinking alcoholics are not significantly different, compared with controls. These results may suggest the absence of a subclinical intestinal inflammation involving neutrophils in the alcoholics [105]. Cigarette smoking is another factor likely to cause GI inflammation and thus, affecting calprotectin level. With reference to Figure 3.8, 20.45% participants smoke. Table 3.12 shows that the correlation coefficient is 0.073, however, it is not significant (p>0.05). There is no linear relationship between smoking and calprotectin level. However, literature suggests that smoking modifies pro/anti-inflammatory cytokines, which can contribute to inflammation [78]. Cigarette smoke and nicotine can aggravate colon and stomach inflammation [79]. However, this study concludes that no correlation exists between cigarette smoking and calprotectin level. Genetic influences can also alter the probability of suffering from GI inflammation. The study reveals that 40.91% participants (Figure 3.9) have family history of GI inflammation. Using the Mann Whitney test, a statistically significant correlation is seen between calprotectin level and family history of GI inflammation (p Literature suggests that GI surgery may have a protective or detrimental effect on GI inflammation. From Figure 3.11, 12.50% participants had undergone different types of GI surgery. The R2 value for GI surgery and calprotectin level is 0.037 (Table 3.16), implying that no linear relationship exists between calprotectin level and GI surgery. There is only 3.7% chance of having a linear relationship between calprotectin concentration and GI surgery. With reference to Table 3.15, it can be depicted that the correlation between calprotectin concentration and GI surgery is not statistically significant (p>0.05). Consumption of different types of food may have different types of outcome on the GIT. Some food can have a protective role on the GIT while others have detrimental effects. Table 3.2 shows that 62.5% participants consume fruits vegetables daily while 50% consume meat dairy products every day. A correlation between consumption of fruit vegetables and calprotectin level is statistically significant (R=0.236, p Referring to Figure 3.12, it can be seen that 65.91% participants took antibiotics in the last 6 months while 34.09% did not. The Mann Whitney test suggests that there is no correlation between antibiotic intake and calprotectin level (p>0.05) (Table 3.18). 4.2 Central obesity and GI inflammation One aim of this study is to determine whether centrally obese males are more susceptible to GI inflammation or not. 44 participants (50%) were centrally obese while 44 (50%) had a normal waistline (Figure 3.4). The BMI of participants was also assessed. From Figure 3.5, it can be concluded that 56.82% participants had normal BMI (18.5-24.9 kg/m2), 36.36% were overweight (25.0à ¢Ã¢â‚¬ °Ã‚ ¤BMIà ¢Ã¢â‚¬ °Ã‚ ¤29.9) and 6.82% participants were obese (BMIà ¢Ã¢â‚¬ °Ã‚ ¥30.0). It should be noted that an individual with central obesity does not necessarily mean that he is obese. Centrally obese participants can have normal BMI as well. Using the Spearmans correlation, a statistically significant correlation between central obesity and calprotectin level was not found (p> 0.05) (Table 3.9). Moreover, there is no statistically significant correlation between BMI and GI inflammation (Table 3.9). Calprotectin is described as a novel marker of obesity [106]. Literature suggests that central obesity correlates more strongly with disease states compared with total body fat [7]. Another study reported that faecal calprotectin level is normally elevated in individuals with increased BMI [107]. In addition, obesity-relaed systemic changes can create conditions predisposing to gut inflammation [108]. One study reported that though patients have high faecal calprotectin level, which is characteristic of GI inflammation, they may not necessarily have associated symptoms [7]. This provides evidence that there can be increased inflammatory activity in normal subjects associated with obesity. 4.3 Drug use and GI inflammation The main objective of this study is to investigate drug use and GI inflammation. Referring to Table 3.21, a statistically significant correlation was not noted between drug use and calprotectin level (p>0.05). It should be noted that in this study, none of the participants had calprotectin levels higher than 620 pg/ mL, which is the cut off point for this ELISA kit. This implies that no participant suffered from GI inflammation. With reference to Table 3.5, the maximum calprotectin level recorded is 300pg/mL. The mean calprotectin level is 97.3 pg/mL. Referring to Table 3.4, 10.2% participants consume hypoglycaemic drugs while 9.1% use both hypoglycaemic and antihypertensive drugs. Yet, no correlation was found between drug use and GI inflammation (Table 3.21). With reference to Figure 3.19, 39.77% participants use drugs daily. However, no statistically significant correlation was noted between duration of therapy and calprotectin level (p > 0.05) (Table 3.22). This suggests that duration of drug therapy does not influence calprotectin level and hence GI inflammation. Other factors such as frequency of therapy with a given drug or whether the drug is brand or generic also do not affect calprotectin levels (Table 3.22). One study reported that low-dose aspirin treatment does not increase faecal calprotectin levels, although the use of NSAIDs might cause a rise in calprotectin concentrations due to NSAID-induced enteropathy in patients without IBD [39]. This study shows that aspirin does not increase calprotectin level; however, it also demonstrates that NSAIDs do not increase calprotectin level as no participant taking NSAIDs had calprotectin level above the cut off value. 4.4 Signs and symptoms of GI inflammation and calprotectin level With reference to Figure 3.13, 37.50% of the participants stated that they have suffered from GI inflammation in the past. Among those who have suffered from inflammation in the past, 17.05% suffered from gastritis while 11.36% suffered from inflammation of the intestine (Figure 3.14). Some participants have recently suffered from signs and symptoms of GI inflammation such as abdominal pain. Referring to Table 3.3, it can be seen that 27.3% participants suffered from no signs and symptoms of GI inflammation. Another 27.3% stated that they suffered from diarrhoea, abdominal pain and flatulence recently. These are clinical symptoms of GI inflammation. However, despite this fact, no statistically significant correlation was noted between signs symptoms of GI inflammation and calprotectin level (p>0.05) (Table 3.20). Despite this fact that participants clinically suffered from signs and symptoms of GI inflammation, no calprotectin level above the cut-off point of 620 g/mL (Table 3.5) was detected. Although clinical signs symptoms of GI inflammation were present, the calprotectin level might not have risen to a concentration high enough to be detected by the ELISA kit. This may account for calprotectin levels below the cut-off value. In addition, among those suffering from signs and symptoms of GI inflammation, 29.55% of them ultimately took drugs to alleviate these symptoms (Figure 3.15). Furthermore, Figure 3.16 depicts that among those suffering from signs symptoms of GI inflammation, in 57.95% cases, they were acute while in 13.64% cases, these signs and symptoms were chronic. These two factors might have contributed to the fact that no correlation is seen between calprotectin level and signs of GI inflammation as these drugs might have attenuated the inflammation, if ever present, which could have resulted in calprotectin levels below the cut-off point. Moreover, since the inflammation they suffered from was mostly acute, this might imply that the calprotectin level might not have reached a concentration high enough to be detected by the ELISA kit. 4.5 Calprotectin level With reference to Table 3.5, it can be seen that the minimum calprotectin level recorded was 20pg/mL while the maximum level recorded is 300pg/mL. The table also demonstrates that 15.9% of participants had calprotectin level of 80pg/mL. However, we can conclude that none of the participants suffered from GI inflammation because in no case, the calprotectin level exceeded 620pg/mL, which is the cut-off point for this ELISA kit. Only values above 620pg/mL indicate that GI inflammation is detected. Otherwise for all values below 620pg/mL, it suggests that GI inflammation is absent. Another study reported that the normal range for calprotectin is 52.8-352.9 ÃŽÂ ¼g/mL, meaning that levels of calprotectin above 352.9 ÃŽÂ ¼g/ mL should be considered positive for GI inflammation [109]. This shows that there is inter-kit variation for cut-off points for calprotectin level.

Intravenous Fluid Therapy During Anaesthesia

Intravenous Fluid Therapy During Anaesthesia INTRAVENOUS FLUID THERAPY DURING ANESTHESIA Water, Electrolytes, Glucose requirement, Disposition The intravascular compartment consists of blood cells, colloids, and solutes. Each one of them plays a specific role in the homeostasis. In the perioperative period there are losses and shifts of ECF between compartments. Injury, surgery, endocrine pathology contribute to those shifts and ultimately influence outcome. It is generally accepted that the total body water of a 70kg adult patient is approximately 60-70% of the weight and approximately two-thirds of it is intracellular. The focus of this chapter is the intravascular volume which consists of extracellular volume, plasma, and intracellular volume attributable to erythrocytes, leukocytes, platelets. The plasma, constituting approximately 3 L, consists of inorganic ions, albumin and small molecules. The inorganic ions are found on both sides of the cellular membranes and their concentration is maintained due to an energy consuming process. The Na+/K+ ATP-dependent pump maintains a higher N+ and Cl concentration in the extracellular space while K+ concentration is higher intracellularly. The albumin and other larger molecules are kept in the intravascular compartment by the endothelium cells due to their size. Smaller molecules, however, can cross freely this barrier. The endothelium cells and thus the barrier they provide can be disrupted by injury, surgery, or inflammatory processes. The result Is a disruption of homeostasis with significant deleterious effects on the body. Additionally, disease states can cause disruption of the inorganic ion homeostasis and leading to fluids shifts between compartments leading to edema, poor perfusion, lactate buildup, poor excretion of harmfu l metabolites and causing additional injury. Starlings Equation underscores the important forces (hydrostatic and oncotic) affecting fluid distribution between capillary and interstitial space: Jv = Kf [(Pc Pi) à Ã‚ ­ (Ï€c Ï€i)] Jv net filtration or net fluid movement Kf filtration coefficient Pc and Pi the hydrostatic pressures in the capillaries and interstitial space respectively à Ã‚ ¬ reflection coefficient Ï€c and Ï€i capillary and interstitial oncotic pressure The natural driving force and thus fluid movement is from capillary to interstitial space, where the excess fluid is cleared by the lymphatics. Diseases and trauma, whether due to surgery or otherwise induced and leading to inflammation and release of toxic substrates, disrupts the balance and the function of the endothelium and reducing the reflection coefficient. The increased permeability can lead to changes in the interstitial fluid composition which changes the oncotic pressure difference leading to further extravasation of fluid and resulting in tissue edema. This edema compromises local perfusion and accumulation of toxic byproducts causing a vicious cycle and ultimately death. The osmotic pressure is due to semipermeable membranes. Solutes which freely traverse a membrane dont build an osmotic pressure gradient across the membrane. Glucose is present in the intracellular fluid and serves to provide energy substrate. It is regulated through insulin and maintained at a level between 70 and 90 mmol/L in healthy adults. Increase in the glucose concentration can change the osmotic pressure across the endothelium and cause fluid shifts leading to Our goal as anesthesiologist is to maintain the intravascular compartment and assure adequate delivery of oxygen and nutrients to the organs while maintain good clearance of metabolic byproducts. The following classification of the perioperatively used fluids is ubiquitous: crystalloids and colloids. Crystalloids with ionic solution and osmolality close to that of plasma are deemed balanced solutions. The glucose is used to provide energy substrate and used in hypoglycemic patients or in combination with insulin. Once the glucose is metabolized, the reminder of the free water can be easily distributed along all compartments. Colloids consist of dissolved large molecular substances. They are generally described by their molecular weight or MWw. This property contributes to the oncotic pressure created intravascularly with intact endothelium and glycocalyx. Naturally occurring colloids encompass albumin, immunoglobulins, fresh frozen plasma, and plasma protein fraction. Semisynthetic ones are: gelatins, dextrans, and hydroxyethyl starches (HES). Semisynthetic and naturally occurring colloids have raised the concern of viral and prion transmission, particularly those from bovine origin. While most of the colloids have variable size of molecules, human albumin is more uniform. Gelatins are bovine collagen derivatives. Some preparations can contain Ca or other inorganic ions and those need to be taken into consideration. Dextrans are biosynthesized sucrose derivatives. They are best described by their molecular weight, i.e. Dextran 40 has a molecular size of 40,000 Daltons (Da) and Dextran 70 70,000 Da. Their clearance is highly dependent on their molecular size with smaller molecules freely filtered through the renal glomerulum and larger sizes are metabolized by the reticular endothelial system first and then excreted through the gut. Hetastarches are derivatives of amylopectine. They are divided into high-molecular weight, medium molecular weight and low molecular weight. They can be dissolved into normal saline or balanced solution. All semisynthetic colloids are known to exert an effect on kidneys and coagulation. Thus, there is a maximum dose recommended by the manufacturers. FluidRequirementsandFluidDeficitCalculations Normal Salinevs.LactatedRingersvs. Plasmalytevs.D5W