External Event Setup Process

Policy Owner: Marketing & Operations
Applies To: Store Managers, Assistant Managers, Marketing Team, and Event Coordinators
Effective Date: [Insert Date]

1. Purpose

The purpose of this process is to establish a clear, step-by-step procedure for planning, approving, and executing external events (such as pop-ups, fairs, sponsorships, off-site vendor showcases, or community markets) representing Westside Market.
The goal is to ensure brand consistency, financial accountability, and operational efficiency across all locations.

2. Definition

An External Event is any activity organized or participated in by Westside Market that occurs outside company premises, including but not limited to:

• Local festivals, trade shows, and expos

• Sponsored booths or market pop-ups

• Community collaborations or co-branded events

• Charitable or promotional appearances

3. Approval Process

Step 1: Event Proposal Submission

• The requesting employee or manager must submit an External Event Request Form through the Approval Module at least 30 days prior to the proposed event date.

• The proposal must include:

  • Event name, date, and location

  • Purpose and expected outcome (sales, exposure, partnerships, etc.)

  • Estimated budget (marketing costs, setup, staffing, travel, etc.)

  • List of participating vendors, if applicable

  • Supporting documents (event invitation, contract, vendor list, marketing materials)

Step 2: Initial Review

• The Operations Manager reviews the submission for completeness and relevance.

• If the request lacks required details or documentation, it will be rejected and returned for revision and resubmission.

• Once complete, the Operations Manager forwards the request to the Marketing Department for evaluation.

Step 3: Marketing & Brand Review

• The Marketing Team evaluates the event for:

  • Brand alignment and visibility potential

  • Marketing value and community engagement benefit

  • Design/branding compliance (logos, banners, printed materials)

• Marketing may request additional materials or make recommendations before approval.

Step 4: Executive Approval

• The Operations Manager or Executive Team provides final approval based on budget, staffing, and strategic fit.

• Once approved, the requester receives an “Approved to Proceed” notice.

• No event may be booked, paid for, or advertised before receiving written approval.

4. Event Planning & Preparation

A. Logistics & Coordination

• Confirm booth or space reservation with event organizer.

• Arrange for setup needs (tables, tents, banners, displays, power supply).

• Ensure compliance with all venue regulations (permits, insurance, fire codes, etc.).

• Schedule transportation for merchandise, décor, and promotional materials.

B. Staffing

• Assign at least one Westside Market representative to oversee setup and brand presentation.

• Prepare a staffing schedule covering setup, event duration, and breakdown.

• Ensure all staff are briefed on brand talking points, vendor information, and event policies.

C. Marketing & Promotion

• Announce the event on social media, the website calendar, and email newsletters.

• Coordinate with participating vendors for cross-promotion.

• Use approved Westside Market signage, logos, and visuals.

• Prepare flyers, QR codes, and business cards for lead collection.

5. Event Day Procedures

Setup

• Arrive at least 2 hours before opening for setup and display arrangement.

• Ensure all branded materials are clean, professional, and correctly installed.

• Verify inventory, pricing, and POS devices if sales will occur on-site.

During Event

• Maintain professional presentation and customer engagement.

• Collect customer information for future marketing (sign-ups, QR scans, etc.).

• Monitor merchandise security and vendor coordination.

Breakdown

• Clean and clear the space according to venue requirements.

• Confirm that all materials, products, and equipment are accounted for.

6. Post-Event Requirements

A. Event Report

• Within 48 hours after the event, the assigned lead must submit an Event Summary Report including:

  • Event name and date

  • Staff attendees and participating vendors

  • Estimated foot traffic and engagement metrics

  • Sales results (if applicable)

  • Feedback and lessons learned

  • Photos (for internal archive and marketing use)

B. Expense Reporting

• All event-related expenses must be submitted within 5 business days with receipts and approval reference.

• Reimbursements are processed only if the event was pre-approved and properly documented.

7. Compliance

• No staff or vendor may commit Westside Market to any external event, sponsorship, or contract without prior written approval.

• Any unauthorized participation or expense will not be reimbursed and may result in disciplinary action.

• All external activities must uphold Westside Market’s professional image and brand standards.