Placement Journal and Business Proposal: Eat Outside the Box

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Placement Jornal

Business Proposal

YEAR 2024

EAT OUTSIDE THE BOX

FOOD AND CULTURE

FESTIVAL

27TH APRIL (TIME)

BOURNE HALL, EWELL

EVENTS, EVENTS, EVENTS AND MUCH MORE....

FIG.1 EAT OUTSIDE THE BOX POSTER

By Yongzhe Huang (22131342)

Contents & Index

Content Table 01

Introduction 02

My Placement Role 03

Weekly Journal 04

Week 1 05

Week 2 06

Week 3 07

Week 4 08

Week 5 09

Week 6 11

Placement Business Proposal SWOT 14

Personal Future Goal 17

LinkedIn Recommendation 19

Bibliography 21

Introduction of

THE WAVE

The Wave Agency is a student-driven creative agency located at the University for the Creative Arts, recognized as the UK's leading Business School for the Creative Industries. The agency encompasses all of UCA's disciplines, striving to bridge the gap between exceptional emerging creatives and progressive business clients. The festival aims to unite local communities and renowned artists, promoting an understanding and appreciation of diverse global food cultures and traditions(TheWave, 2024).

My internship officially began on March 11 and concluded on April 22. During this period, I interned three days a week from 10 AM to 5 PM, amassing a total of 160 hours of independent activity and 120 hours of placement activity.

One of the most significant insights I gained while at The Wave was understanding how a business plan/ proposal is initiated and implemented. This process was primarily managed by our programming team, involving collaboration and coordination with other departments. This experience not only enhanced my understanding of project management but also underscored the importance of interdepartmental cooperation in achieving business objectives.

FIG.2 THE WAVE LOGO(2024)

FIG.3 TEA TASTING TABLE(2024)

Event Programming Team

Celise Lundmark

Cody Veal

Kevin Huang

Kiki Zhang

Jacky Shi

Holly Duddy

Allie Aung

Event Programming Team

Celise Lundmark, Cody Veal, Kevin Huang, Kiki Zhang, Jacky Shi, Holly Duddy and Allie Aung

FIG.4 THE WAVE(2024)

My Placement Role & Activities

In the "Eat Outside The Box" food and culture festival, I serve as a member of the event programming team, focusing primarily on the food segment. My responsibilities include contacting potential suppliers and negotiating all details related to their participation. I discuss improvements in their services, coordinate their presence at the event, and manage the budget to ensure a diverse and high-quality culinary experience for all attendees.

FIG.5 ME DURING EVENT (2024)

Part 2

Placement Jornal

FIG.6 BORNEHALL(2024)

Week 1

Monday

Tuesday

Thursday

Idea dump

Student performances

Workshop on meal prep for students

Sushi-making workshop with chef

FIG.7 WEEK 1 MIRO BOARD (2024)

Reflecting on my learning experience during the first week, our group primarily engaged in discussing feasible plans, and we cataloged various themes from our brainstorming session on a Miro board. Initially bewildered, we gradually began to sketch out some preliminary ideas with the mutual assistance of team members. I proposed the concept of “Food and Culture Storytelling of different dishes of food” along with distributing feedback cards to participants, enabling them to connect with others who share similar tastes, thereby fostering interpersonal relationships.

Throughout this week, my principal realization was the critical importance of maintaining clear and effective communication with all team members when acting as a project programmer. It became apparent that communication becomes more efficient when we share a common goal, significantly streamline our discussions and saving considerable time.

Week 2

Monday Tuesday Thursday

setup a call with milly

Costs

visit to bourne hall

talk to beverages team for the event plans

music performances research

timeline sheet

FIG.8 WEEK 2 MIRO BOARD (2024)

FIG.9 EMAIL TEMPLATE FOR ARTIST(2024)

Dear [insert name or company],

Greetings from The Wave, the creative pulse at the University for the Creative Arts. It is with great enthusiasm that we reach out to extend an invitation to your esteemed band/performing group to take part in our upcoming celebration of creativity, cuisine, and culture – the Eat Outside the Box festival. This unique event is set to unfold at Bourne Hall, Ewell, on April 27th, 2024.

Our festival aims to spotlight the vibrant local talents, offering our attendees an eclectic mix of musical performances, culinary wisdom, and cultural exhibitions. The essence of Eat Outside the Box is to foster a sense of community through a distinctive blend of food experiences, activities, and creative expressions. Our goal is to step beyond conventional boundaries; thus, instead of the typical food stalls and beverage stands, we are focusing on cultivating connections within our community through a variety of creative demonstrations, workshops, interactive games, and, crucially, performances from emerging local artists and enlightening talks by culinary experts.

We are eager to hear if this opportunity sparks an interest in you and if you are available to grace our festival with your presence. Additionally, we welcome any creative ideas you wish to bring to the festival. To facilitate this, we’ve included a short survey below for you to share your thoughts and confirm your availability.

[Survey link/barcode]

Your involvement would indeed ignite the community spirit we strive to embody at Bourne Hall. We look forward to possibly collaborating with you and creating an unforgettable experience for everyone involved.

Warm wishes,

The Wave Team

FIG.10 POTENTIAL ARTISTS LIST (2024)

FIG.11 BRAIN STORM (2024)

In the second week, our group delved deeper into the specifics of each segment, including communication with performers, site inspections, and understanding the roles within the IFF team. I primarily contributed by identifying local artists, one of whom, a face painter, actually participated in our final event. I also developed an email template for contacting artists, which I shared with my team members. The most intriguing part of this week’s experience was realizing the power of communication: after gathering the courage to reach out to various suppliers via email and messages, I learned not to overly concern myself with the possibility of rejection. The most significant lesson for my future was understanding that I should lessen the pessimistic assumptions about potential rejections before initiating actions.

Week 3

FIG.12 TEXTS TO POTENSIAL VENDORS(2024)

FIG.13 EMAIL TEMPLATE FOR VENDORS (2024)

FIG.14 WEEK 3 MIRO BOARD(2024)

In the third week, I reached out to approximately 20 restaurants, none of which responded; however, I created an email template for my teammates to streamline the search process. This week, our group gained clearer roles, and I chose to take charge of coordinating with different food vendors. My primary tasks involved communicating with all food vendors and finalizing details such as the types and quantities of food supplies for the event day. A crucial aspect of my role was ensuring 'accessibility', so I made sure to include a variety of options that catered to diverse groups. The most beneficial experience this week for my future was realizing that I am not as introverted as I thought; communicating with various vendors gradually boosted my confidence.

Week 4

FIG.15 MIRO BOARD FOR WEEK 4(2024)

Monday

Tuesday

Thursday

FIG.16 VENDORS CERTIFICATES (2024)

Tasty Kitchen Epsom Info

Certificate of achievement

Level 2 Food Hygiene and Safety for Catering

Savio Fernandes

FOOD HYGIENE RATING

Company Registration Number:

Full Company Name & Address:

Asian pearls Ltd T/as Asian Kitchen

Epsom Social Food Hall, Unit 3, Derby Square, Epsom KT19 8AG

Primary Contact:

Wei Yuan Ewe, +44 7453 537119

Dishes:

1. Nasi Lemak Curry Chicken Potatoes X20

2. Fried Vegetable and Chicken Gyoza

Also include portions of jasmine rice able to serve 20 people.

Week 5

Monday

Tuesday

Thursday

FIG.17 MIRO BOARD FOR WEEK 5(2024)

EATS TRADITIONAL THAI STREET FOOD

PAD KA POW: PORK, HOLY BASIL, CHILLI, OYSTER SAUCE PEPPER, ONION AND GARLIC

GREEN CURRY: CHICKEN, GREEN CURRY WITH BAMBOO SHOOTS, CARROT AND BROCCOLI

MASSAMAN CURRY: MASSAMAN CURRY, CHICKEN, ONIONS, POTATO

STIR FRIED MIXED VEGETABLES: BROCCOLI, CARROTS AND CABBAGE

FIG.18 VENDORS INGREDIENT (2024)

FIG.19 VENDORS AGREEMENT (2024)

FIG.20 VENDORS MENU (2024)

GENERAL SERVICE AGREEMENT

THIS GENERAL SERVICE AGREEMENT (the "Agreement") is dated this day of April 2024 and will remain in full force and effect until the completion of the Services, subject to earlier termination as provided in this Agreement.

CLIENT

The Wave Agency

21 Ashley Rd, Epsom KT18 5BE, UK

CONTRACTOR

Eats Traditional Thai Street Food

Derby Square, Epsom KT19 8AG, UK

SERVICES PROVIDED

1. The Client hereby agrees to engage the Contractor to provide the Client with the following services (the "Services") on 27th April 2024 from 11am to 2pm:

- Pad Ka Pow (Pork) X5

- Stir Fried Vegetable (Vegetarian) X5

- Green Curry (Chicken) X5

- Massaman Curry (Chicken) X5

- Also include portions of jasmine rice able to serve 20 people;

2. The Services will also include any other tasks which the Parties may agree on. The Contractor hereby agrees to provide such Services to the Client.

PAYMENT

4. The contractor will be paid £300.00 upon receipt of a valid invoice. You will be paid by the University for the Creative Arts which will require you to become a registered supplier with the university. We will supply you with a purchase order number which will need to be used.

Week5

During the fifth week of the project, I took the lead in negotiating with food vendors, ensuring they were fully briefed on the event day procedures, and ultimately had all vendors sign the agreement. I employed a contract template drafted by our team, which was finalized under the meticulous review and confirmation of our team director for the vendors to sign. Simultaneously, I coordinated with our merchandising team to determine the necessary signage within the venue. We made sure that signs regarding food allergies and visual menus were in place, which not only enhanced participants' trust but also elevated the professionalism of the event.

The week deepened my understanding of detail management in project supervision, especially in ensuring transparency of information and accurate delivery. In addition, I assisted the team in sourcing the necessary props, including traditional Chinese dim sum for the tea table and chopsticks for the kids corner. My teammates and I also decided and procured the snacks and catering utensils needed for the festival. Working with different teams taught me how to communicate effectively and coordinate resources in a complex environment, providing me with experience for future management positions. I also realised that as a member of the programming team, maintaining close communication with the team members and understanding the needs of each part of the project is crucial to the success of the project.

Week6

FIG.21 ME AND EATS TRADITIONAL(2024)

FIG.22 ME AND BIRYANI HUT(2024)

FIG.23 ME AND TASTY KITCHEN(2024)

Throughout the day I was actively involved from 9am to 6pm, starting with the morning set up where I assisted various groups with their booths. In the food vendor area that I was responsible for, I posted and taped menus and food allergy warning signs designed by the merchandising team. I ensured that each vendor had the necessary electrical outlets and distributed ample catering utensils including forks, spoons, bowls and napkins for all vendors to hand out.

During the preparation stage, I was constantly checking with the food suppliers on their arrival times to ensure they were on schedule. Unfortunately, despite my efforts, there was a general delay in their arrival time. Despite these challenges, the quality of the dishes served at the event was highly praised and very popular, and the face-painting artists were a big hit. I strictly adhered to the assigned schedule and did my assigned tasks in all necessary positions, including distributing flyers at the entrances and promoting our event to passersby to increase attendee traffic.

Week6

The event day's experience taught me the importance of staying organised and managing time at a large event. I learnt how to remain calm under pressure and effectively deal with unexpected issues to ensure the event runs smoothly. I also improved my communication with team members in the process and learnt how to maintain attention to detail and accuracy in busy situations.

Following the event, a detailed evaluation was carried out, through which I recognised areas for me to strengthen including public relations and community engagement. The event opened up connections with the local community and I realised that it was vital to deepen these connections and to learn how to better utilise these relationships to promote and strengthen community involvement in future projects. Additionally, while the event received positive feedback, we faced challenges in engaging specific demographics such as 18-25 year olds. The post-event summary and evaluation gave me a more objective view of the success of the event, which I believe is a valuable lesson in managing future events.

FIG.24 DURING EVENT(2024)

Part 3

Summative

Assessment

FIG.25 BARBICAN (2024)

Placement SWOT

Strength

1. Student-Led Initiative: This event is driven by students, leveraging their creativity and leadership skills, which can lead to innovative approaches in festival management and content.

2. Collaboration with Local Government: The partnership with Epsom & Ewell's Borough Council enhances credibility and resources, supporting the event's logistics and outreach.

3. Support from a Leading Creative Agency: Housed within the UK's top Business School for the Creative Industries at the University for the Creative Arts, the Wave is a student-led creative agency that represents all UCA's disciplines(Creative Agency, 2024).

Weakness

1. Limited Cultural Representation in Some Areas: While some cultural aspects were well-represented, performances and food offerings could have diversified further to include a broader range of cultures.

2. Inadequate Staff Involvement and Strategic Planning: The involvement of local staff and the depth of strategic planning were noted as insufficient, which could impact the smooth execution and growth of the event.

3. Geographic Limitation: The impact was more concentrated in Ewell rather than Epsom, potentially limiting broader community engagement.

Threats

1. Expansion of Cultural Representation: There's room to include more diverse cultures in performances and cuisines, catering to a wider audience and enhancing cultural exchange.

2. Developing the event into an annual occasion: Enhance the connections between schools and the community, thereby increasing the visibility of both the schools and the agency involved.

3. Broader Marketing to Diverse Audiences: Specific groups like commuters were underrepresented. Targeting marketing efforts to include families, students, younger, and communities can increase attendance and engagement.

Opportunities

1. Audience Engagement Challenges: The mismatch between entertainment offerings (like the DJ) and the audience demographic (e.g., elderly) could lead to disengagement or negative experiences.

2. Competition and Comparisons: Other local or similar cultural events might offer more extensive or better-executed programming, which could draw potential attendees away.

3. Emergency Response Preparedness: Inadequate preparedness for handling emergencies such as medical incidents, fires, or severe weather conditions can pose a significant threat to the safety and smooth operation of the event.

Placement

SWOT

The origin of the term SWOT analysis are unclear(Helms, M. M. and Nixon, J., 2010). But this analysis is used by countless practitioners and companies and is a popular tool in business marketing departments.A SWOT analysis can help you to challenge risky assumptions, uncover dangerous blindspots, and reveal important new insights (Mindtools, 2023). This analysis focuses on analysing the organisation and then recommending appropriate strategies/actions.

Strengths:

The Wave has several unique advantages that have contributed to its success over the years. Firstly, its model of being one of the UK's top business schools for the creative industries supports the running of festivals and brings with it a huge amount of creativity and business astute(Creative Agency, 2024). A student-led model led by its management and design disciplines fostered innovation and leadership in the programme, providing new perspectives on event management and content creation. The partnership with Epsom & Ewell's Borough Council not only enhanced credibility but also secured essential resources and improved the logistical capabilities of the festival.

Weaknesses:

While The Wave naturally has strengths that other organisations do not, it also faces some internal weaknesses. Whilst some cultural aspects were well represented during the event, there was a lack of wider diversity in terms of food and performance to cater for and include a wider range of cultures. The narrow geographical focus on Ewell may have alienated the wider demographics of Epsom, with the bibliography of the area depriving the organisation of many of its young adult(18-25) prospects. As a programming team member, I feel that funding constraints are part of the weaknesses.

Placement SWOT

Opportunities:

There is a huge opportunity for this festival to expand and refine its offerings. Increasing the diversity of cultural representation in food and performance could appeal to a wider audience and enhance the educational aspects of the festival. There is also potential to improve strategic planning and collaboration, particularly through the inclusion of more in-depth briefings and more thorough engagement with local stakeholders. Expanding marketing efforts to include underrepresented groups such as commuters could also expand the reach and impact of the festival. I think the placement would be a great learning opportunity for students in management subjects and this event could happen more frequently to help the local community and expand the school's reach.

Threats:

External threats posed a challenge to the success of the festival, with more food-related activities, and it was more difficult to follow up on how to get in touch with food vendors. The mismatch between some entertainment options and audience preferences suggests a need for better alignment to increase participation. Competition from other cultural events requires "think outside the box!" Constantly innovate and make a difference. In addition, security risks and the need to improve emergency preparedness are critical to ensuring the safety and smooth running of such public events

What’s Next?

DELTAs

FIG.26 DELTAS (2021)

McKinsey & Company has introduced the concept of DELTAs, which stands for “distinct elements of talent.” These encompass a mix of skills and attitudes vital for adapting to the future of work. McKinsey identified 56 DELTAs, which can be categorized into four groups: Cognitive, Interpersonal, Self-Leadership, and Digital(Dondi et al, 2021).

What?

I believe that my strengths as a student in a management discipline are mainly in the areas of interpersonal and cognitive. These two strengths allow me to build relationships quickly in different environments, and in my opinion these two areas complement each other and are what allow me to adapt to my environment relatively simply. But at the same time I need a lot of improvement in the other two areas, being part of the z-age I am rather not that familiar with the digital and self-leadership part.

So what?

I have honed and demonstrated these skills through internships and work experience, I have worked in educating students to play the piano and teaching music theory, this work has allowed me to work on my cognitive and interpersonal [part-unreadable] very well. And the biggest thing that I have gained from this internship is that I have been able to work on both of the other two at the same time. An important part of the part I am responsible for is the need to set a clear goal for self-leadership. In addition, the feedback and guidance from my tutor has been very helpful in terms of what I should do.

What’s Next?

Now what?

I hope to follow this up by engaging in more of this kind of work that requires community and requires data literacy as a way to work on the parts of me that are lacking. I will use the courses available on LinkedIn, which include not only learning how to use technology better, but also learning how to lead myself better.

My Smart(er) Goals

In 1981, Doran(1981:35-36) first proposed the development of SMART goals setting standards for better goals (Doran). As time evolved Garvey Joseph proposed in 2019 to add two new metrics to it, which is evaluate and re-adjust(Garvey, 2019).

Referring to the Smarter Goals table, my specific future goal will be to get involved in more management level activities. I hope to be able to find the appropriate internship during the summer holidays to achieve this goal.

I hope that in the process I will be able to exercise and use my 'self-leadership' and 'digital' areas more. More specifically, I want to make sure that I am able to control and organise my time and learn to plan ahead rather than procrastinate. I also hope that in my possible future internships I can learn more about digital in order to adapt to an increasingly data-driven world and schedule myself for periodic evaluations and readjustments.

Recommendation

← Recommendations

Received Given Pending

Adam Leeming · 1st Digital Marketing and Social Media Student at UCA

May 2, 2024, Adam worked with Yongzhe but on different teams

All LinkedIn member

I worked with Kevin, at The Wave Agency, during the Eat Outside the Box Food & Culture Festival 2024. Working with him was a great experience and I really valued his expert management and leadership skills.

Even though we were on different teams, I knew that his work was having a crucial impact. For the festival, he was responsible for booking guests like food vendors and face painters. Here he had the chance to demonstrate his impressive communication and negotiation skills.

I also witnessed these skills first hand on the day of the event when Kevin helped manage me and a few others as we assisted the food vendors in setting up their stalls. Even when there was issues, Kevin always remained calm and was able to deal with the issues effectively to ensure that the event would still run smoothly.

I have great confidence that Kevin will be a credit to any projects or teams he is apart of in the future.

FIG.27 RECOMMENDATION ON LINKEDIN(2024)

References

Bibliography

Creative agency (s.d.) At: https://thewaveuca20.wixsite.com/blog (Accessed 03/05/2024).

Dondi, M., Klier, J., Panier, F. and Schubert, J. (2021) Defining the skills citizens will need in the future world of work. At: https://www.mckinsey.com/industries/public-and-social-sector/our-insights/defining-the-skills-citizens-will-need-in-the-future-world-of-work#/ (Accessed 03/05/2024).

Doran, G. T. (1981). ‘There’s a S.M.A.R.T. way to write management's goals and objectives’ In: Management Review 70 (11) pp. 35-36.

Garvey, J. (2019) It Is Time for SMARTER Goals Setting. At: https://www.peoplegoal.com/blog/smarter-goals-setting (Accessed 03/05/2024).

MindTools (s.d.) At: https://www.mindtools.com/amtbj63/swot-analysis (Accessed 03/05/2024).

Helms, M. M. and Nixon, J. (2010) 'Exploring SWOT analysis – where are we now?: A review of academic research from the last decade' In: Journal of strategy and management 3 (3) pp.215–251. At: http://dx.doi.org/10.1108/17554251011064837 (Accessed 03/05/2024)

References

Illustrations

Fig.1 THEWAVE. (2024), Eat Outside The Box Poster. Instagram. At:

https://www.instagram.com/thewaveuca/?hl=en-gb

Fig.2 Eat Outside The Box food & culture festival. (2024), The Wave Logo. At:

https://www.instagram.com/thewaveuca/?hl=en-gb

Fig.3 Gaga, C. (2024). Tea Tasting Table. [Photography] In possesion of: the author: THEWAVE

Fig.4 Eat Outside The Box food & culture festival. (2024), Meet the Team. At:

https://thewaveuca20.wixsite.com/blog/about-3

Fig.5 Yongzhe, H. (2024). Me During Event. [Photography] In possesion of: the author: THEWAVE

Fig.6 Eat Outside The Box food & culture festival. (2024), Borne Hall. At:

https://www.instagram.com/thewaveuca/?hl=en-gb

Fig.7 Yongzhe, H. (2024). Week 1 Miro Board. [Photography] In possesion of: the author: THEWAVE

Fig.8 Yongzhe, H. (2024). Week 2 Miro Board. [Photography] In possesion of: the author: THEWAVE

Fig.9 Yongzhe, H. (2024). Email Template for Artist. [Photography] In possesion of: the author: THEWAVE

Fig.10 Yongzhe, H. (2024). Potential Artist list. [Photography] In possession of: the author: THEWAVE

Fig.11 Yongzhe, H. (2024). BrianStorm. [Photography] In possession of: the author: THEWAVE

Fig.12 Yongzhe, H. (2024). Texts to Potential Vendors. [Photography] In possession of: the author: THEWAVE

Fig.13 Yongzhe, H. (2024). Email Template for Vendors. [Photography] In possession of: the author: THEWAVE

Fig.14 Yongzhe, H. (2024). Week 3 Miro Board. [Photography] In possession of: the author: THEWAVE

Fig.15 Yongzhe, H. (2024). Week 4 Miro Board. [Photography] In possession of: the author: THEWAVE

Fig.16 Yongzhe, H. (2024). Vendors Certificates. [Photography] In possesion of: the author: THEWAVE

Fig.17 Yongzhe, H. (2024). Week 5 Miro Board. [Photography] In possesion of: the author: THEWAVE

References

Illustrations

Fig.18 Tamara, M. (2024). Vendors Ingredients. [Photography] In possession of: the author: THEWAVE

Fig.19 Yongzhe, H. (2024). Vendors Agreement. [Photography] In possession of: the author: THEWAVE

Fig.20 Tamara, M. (2024). Vendors Menu. [Photography] In possession of: the author: THEWAVE

Fig.21 Yongzhe, H. (2024). Me and Eats Traditional. [Photography] In possession of: the author: THEWAVE

Fig.22 Yongzhe, H. (2024). Me and Asian Kitchen. [Photography] In possession of: the author: THEWAVE

Fig.23 Yongzhe, H. (2024). Me and Biryani Hut. [Photography] In possession of: the author: THEWAVE

Fig.24 Gaga, C. (2024). During The Event. [Photography] In possession of: the author: THEWAVE

Fig.25 Yongzhe, H. (2024). Barbican. [Photography] In possession of: the author: THEWAVE

Fig.26 Dondi, M. et al. (2021) Defining the skills citizens will need in the future world of work. At: https://www.mckinsey.com/industries/public-sector/our-insights/defining-the-skills-citizens-will-need-in-the-future-world-of-work (Accessed 3/5/2024)

Fig.27 Yongzhe, H. (2024). Recommendation on LinkedIn. At: https://www.linkedin.com/in/yongzhe-huang-49577529a/ (Accessed 3/5/2024)