Open Master Classes
Despite contributing only 5 to 6% of our margin, OMCs hold significance for EventyOn. They strategically showcase our formats, enhance brand awareness, and effectively fill vacant rooms during off-peak periods.
Margin contribution: 5% Open Classes and 95% Closed events (65%B2B and 30% B2C)
Planning the correct number of room events
Number of classes per day
Accurate daily class planning is pivotal for OMC's success. To determine the appropriate number, we must consider available rooms, OMC capacity, and projected closed event sales. Let's review contextual background information that can illuminate our historical performance.
- 2018-2019
7 Rooms available
2018 Marketing Dir OMC focused
2019 Change of Mktg Director - 2020Year of Covid
7 Rooms available - 2021
7 Rooms available until Nov
11 Rooms Nov-Dec (Kuntsevo)
Kuntsevo rooms did not affect OMC as it was opened - 2022
Jan-July 11 rooms
Aug-Dec 6 Rooms as Novinsky Closed (we added 2 more rooms in December - Loft - yet was not used for OMC)
- 2023
Jan-Feb Novinsky was closed so we had only 8 rooms available, and The Lofts did not have alcohol license.
13 rooms from March all licensed
- 2024
We will have 13 rooms available from the beginning of the year and all the rooms are licensed
Since April 2023 we have the maximum number of rooms and this should give us the possibility to schedule record number of OMC.
We should aim at having on average 2 OMC per day with
We should aim at having on average 2 OMC per day with
In 2018 / 19 we reached our historical maximum in terms of number of OMC per day.
We did not manage to recover after 2020 drop and we are lagging to 1.5 class per day in Jan-Aug 2023
We did not manage to recover after 2020 drop and we are lagging to 1.5 class per day in Jan-Aug 2023
Despite historically we have fewer OMC per day in Sept-Dec, this year we plan to move to 1.8 OMC per day.
This is reasonable considering that we have 13 Rooms and that Novinsky is back.
This is reasonable considering that we have 13 Rooms and that Novinsky is back.
Despite historically we have fewer OMC per day in Sept-Dec, this year we plan to move to 1.8 OMC per day.
This is reasonable considering that we have 13 Rooms and that Novinsky is back.
This is reasonable considering that we have 13 Rooms and that Novinsky is back.
Only 5%: why so important?
While OMC contribution of only 5% is notably lower compared to closed events (both corporate and private), OMCs retain strategic significance for EventyOn's business model
Engaging the public through OMC yields a three-fold advantage. First, attendees directly experience EventyOn's excellence, potentially leading to future private event bookings. Second, OMC foster a sense of community that nurtures engagement, loyalty, and valuable word-of-mouth referrals. Third, OMC generate a differentiated revenue flow, capitalizing on otherwise vacant rooms during off-peak days to create profitable opportunities.
Engaging the public through OMC yields a three-fold advantage. First, attendees directly experience EventyOn's excellence, potentially leading to future private event bookings. Second, OMC foster a sense of community that nurtures engagement, loyalty, and valuable word-of-mouth referrals. Third, OMC generate a differentiated revenue flow, capitalizing on otherwise vacant rooms during off-peak days to create profitable opportunities.
-
Boosting Brand RecognitionOMC introduce EventyOn's brand to a wider audience beyond private clients and corporate partners. This expansion in visibility fuels brand recognition, positioning EventyOn as a versatile event organizer with the ability to cater to both intimate gatherings and broader public engagements. -
Sampling EventyOn's ExcellenceOMC provide a taste of EventyOn's unique offerings and different formats, allowing clients to engage with the brand even for smaller occasions at a fraction of the price of a closed event -
Revitalizing Off-Peak DaysOMC help saturate days that are less appealing for private events and B2C filling scheduling gaps, making profitable use of less popular time-slots and broadening the client base. -
Diversify revenue streamsWhile private events and team-building constitute the backbone of EventyOn's business, OMC present an opportunity to diversify revenue streams. By tapping into the market for public ticketed events, we enable consistent revenue generation beyond our core offerings. -
OMC as a Gateway for PartnershipsOMC hold significant potential for strategic partnerships. Serving as a brand exposure platform to EventyOn's captive audience. OMC not only diversify revenue streams but also enhance EventyOn's reach and influence in the market. -
Word of MouthAs clients share their positive experiences with others, OMC contribute to a chain reaction of favorable word-of-mouth, ultimately enhancing customer satisfaction and loyalty.
OMC - TWO DIFFERENT APPROACHES
Single day events vs. Courses
The OMC market is divided into two
a) single events purchased individually
b) structured courses
EventyOn's specialisation lies in single events, typically held in the evenings (with the exception of kids' OMC held in the morning), aligning with our lively and non-academic event formats. Our focus on single events resonates with our fun-centric approach. Courses, on the other hand, call for a more structured and educational format, involving curricula such as beginner Italian cooking courses.
While we currently emphasize single event OMC, we keep the possibility of exploring courses in mind, particularly to optimize weekday morning utilization. While most competitors offer single day OMC, Novikov Cooking School stands as a benchmark for cooking courses.
For all practical means this manual focuses exclusively on Single Event OMC.
a) single events purchased individually
b) structured courses
EventyOn's specialisation lies in single events, typically held in the evenings (with the exception of kids' OMC held in the morning), aligning with our lively and non-academic event formats. Our focus on single events resonates with our fun-centric approach. Courses, on the other hand, call for a more structured and educational format, involving curricula such as beginner Italian cooking courses.
While we currently emphasize single event OMC, we keep the possibility of exploring courses in mind, particularly to optimize weekday morning utilization. While most competitors offer single day OMC, Novikov Cooking School stands as a benchmark for cooking courses.
For all practical means this manual focuses exclusively on Single Event OMC.
OUR USP: We offfer Multiple OMC formats
USP: Fun & multi-format
EventyOn's unique selling proposition (USP) in the OMC market lies in its ability to deliver fun & multi-format events. From immersive cooking classes and vibrant art parties to sophisticated cocktail and wine casino experiences, our multi-format offerings set us apart.
As we aspire to be recognised as the ultimate destination for any recreational OMC experience, it is imperative to schedule a balanced mix of formats, beyond our traditional cooking.
As we aspire to be recognised as the ultimate destination for any recreational OMC experience, it is imperative to schedule a balanced mix of formats, beyond our traditional cooking.
Our audience spans a spectrum of interests, from culinary enthusiasts to creative artisans and connoisseurs of libations. Expanding our OMC repertoire allows us to craft tailored experiences that resonate with a broader audience, capturing their unique passions and preferences.
The charm of OMC lies in its ability to inspire attendees to explore various event formats. Those who have relished one experience are often enticed to venture into others, leading to stronger engagement and repeat patronage. This fosters enduring loyalty, making EventyOn the go-to choice for multifaceted event experiences.
Consumer preferences shift, and trends evolve. By encapsulating a range of event formats within OMC, we stay nimble and adaptable, catering to the evolving tastes of our discerning audience. This agility positions us ahead of market trends and ensures we remain relevant.
The inclusion of different formats in OMC serves as a compelling platform for partnerships. It entices collaborators from culinary suppliers to art vendors and beverage brands. These partnerships bring in additional revenue streams, transforming OMC into a synergy-driven success.
ULITMATE GOAL IS PROFITABILITY
OMC or Closed events?
While we recognise OMC strategic role, we keep a practical approach when a room is in contention between an OMC and a Closed Event, assigning the room to most profitable one (that is usually the closed event), even if some customers already bought some tickets. This ensures that room inventory is allocated in line with our financial goals. In this case we have the option of moving to another location or to cancel the OMC.
We cancel a OMC in favour of a closed event (B2B, B2C, Kids) when we can not change location and:
1. The OMC has sold 0 to 12 tickets
2. The OMC has sold 13 tickets or more and the Revenue from the "Closed Event" is 150.000 Rub
If the above conditions are not met then the decision of cancelling the OMC is treated as an exception and needs to be approved by the Marketing Director, that will evaluate the specific circumstances (importance of the client or other factors)
We cancel a OMC in favour of a closed event (B2B, B2C, Kids) when we can not change location and:
1. The OMC has sold 0 to 12 tickets
2. The OMC has sold 13 tickets or more and the Revenue from the "Closed Event" is 150.000 Rub
If the above conditions are not met then the decision of cancelling the OMC is treated as an exception and needs to be approved by the Marketing Director, that will evaluate the specific circumstances (importance of the client or other factors)
We cancel an OMC in favour of a closed event when:
1. The OMC has been scheduled and we sold 0 to 12 tickets
2. If 13 tickets or more then we cancel then OMC only if the revenue from the closed event is equal or more than 150.000 Rub
Please note: if the OMC is co-branded by a Sponsor/Partner we need to ask the approval of the Marketing Director (more details in the next block)
1. The OMC has been scheduled and we sold 0 to 12 tickets
2. If 13 tickets or more then we cancel then OMC only if the revenue from the closed event is equal or more than 150.000 Rub
Please note: if the OMC is co-branded by a Sponsor/Partner we need to ask the approval of the Marketing Director (more details in the next block)
We can cancel a Spnosored OMC pending approval of EventyOn Marketing Director, that will need to make sure if the cancellation can create problems with the praetorship, and in particular will need to make sure that
1. Will this cancellation will not create problem with the partnership and with it's future renewal
2. No one from the partners side (Management, staff or people invited by them) is scheduled in the master-classe
3. We are able to reschedule this master-class at the earliest convenience without breaking our contractual obligations (We preferably commit to a number of sponsored classes per quarter, allowing rescheduling flexibility)
4. We did not cancel in the same month already 2 other classes by the same sponsor (we can do it only if the sponsor agrees)
1. Will this cancellation will not create problem with the partnership and with it's future renewal
2. No one from the partners side (Management, staff or people invited by them) is scheduled in the master-classe
3. We are able to reschedule this master-class at the earliest convenience without breaking our contractual obligations (We preferably commit to a number of sponsored classes per quarter, allowing rescheduling flexibility)
4. We did not cancel in the same month already 2 other classes by the same sponsor (we can do it only if the sponsor agrees)
If we cancel a master-class that has already sold tickets we need to:
1. Administrator connects with client By Phone, WhatsApp or email (In order of priority)
2. We offer another masterclass or gift certificate or if they insist we can provide full refund we make it (we give it even if they are not willing to fill the form)
3. We can offer upgraded masterclass or compliments if the client is not happy
1. Administrator connects with client By Phone, WhatsApp or email (In order of priority)
2. We offer another masterclass or gift certificate or if they insist we can provide full refund we make it (we give it even if they are not willing to fill the form)
3. We can offer upgraded masterclass or compliments if the client is not happy
The inclusion of different formats in OMC serves as a compelling platform for partnerships. It entices collaborators from culinary suppliers to art vendors and beverage brands. These partnerships bring in additional revenue streams, transforming OMC into a synergy-driven success.
MARGIN IS THE PRIORITY
BAR OMC
All three kids of BAR OMC do not need a chef table and the food can be prepared also in the Kitchen, making them ideal fro QI (the only room without chef table).
We schedule BAR OMC mainly on Friday and Sa
We schedule BAR OMC mainly on Friday and Sa
- Wine CasinoOMC introduce EventyOn's brand to a wider audience beyond private clients and corporate partners. This expansion in visibility fuels brand recognition, positioning EventyOn as a versatile event organizer with the ability to cater to both intimate gatherings and broader public engagements.
- Cocktail CasinoOMC provide a taste of EventyOn's unique offerings and different formats, allowing clients to engage with the brand even for smaller occasions at a fraction of the price of a closed event
- Cocktail MasterclassOMC help saturate days that are less appealing for private events and B2C filling scheduling gaps, making profitable use of less popular time-slots and broadening the client base.
- Cooking ClassesWe can schedule Cooking OMC in all studios that have a chef table (all studios except QI) and during both weekdays and weekends. It is important to have proper rotation of menus yet prioritising high selling ones.
- BAR (Casino, Mixology party, Etc)Ideally we schedule this masterclasses either on Friday or Saturday Evening (people do not work the day after) in QI.
• QI is ideal as we do not need a Chef table
• QI has a cool "Bar" Vibe and it is central
• Very central location
- Art-ClassesIdeally we schedule Art-Parties on Saturday or Sundays (better if in alternation) morning in QI.
• QI is ideal as we do not need a Chef table
• Sat & Sun morning QI has lower saturation
• Weekend morning Art classes can attract people of different ages
Please note that Art classes have lower marginality due to the extra cost of the Canvas and of the Artist
