Chapter 3, Problem 2.4VC

Managing Hard Rock’s Rockfest

At the Hard Rock Cafe, like many organizations, project management is a key planning tool. With Hard Rock’s constant growth in hoteb and cafes, remodeling of existing cafes, scheduling for Hard Rock Live concert and event venues, and planning the annual Rockfest, managers rely on project management techniques and software to maintain schedule and budget performance.

“Without Microsoft Project.” says Hard Rock Vice-President Chris Tomasso, “there is no way to keep so many people on the same page.” Tomasso is in charge of the Rockfest event, which is attended by well over 100,000 enthusiastic fans. The challenge is pulling it off within a tight 9-month planning horizon. As the event approaches, Tomasso devotes greater energy to its activities. For the first 3 months Tomasso updates his Microsoft Project charts monthly. Then at the 6-month mark, he updates his progress weekly. At the 9-month mark, he checks and corrects his schedule twice a week.

Early in the project management process, Tomasso identifies 10 major tasks (called level-2 activities in a work breakdown structure, or WBS):^† talent booking, ticketing, marketing/PR, online promotion, television, show production, travel, sponsorships, operations, and merchandising. Using a WBS, each of these is further divided into a series of subtasks. Table 3.8 identifies 26 of the major activities and subactivities, their immediate predecessors, and time estimates, Tomasso enters all these into the Microsoft Project software.^‡ Tomasso alters the Microsoft Project document and the time line as the project progresses. “It’s okay to change it as long as you keep on track.” he states.

The day of the rock concert itself is not the end of the project planning. “It’s nothing but surprises. A band not being able to get to the venue because of traffic jams is a surprise, but an ‘anticipated’ surprise. We had a helicopter on stand-by ready to fly the hand in.” says Tomasso.

On completion of Rockfest in July. Tomasso and his team have a 3-month reprieve before starting the project planning process again.

^†The level-1 activity is the Rockfest concert itself

^‡There are actually 127 activities used by Tomasso; the list is abbreviated for this ease study.

TABLE 3.8 Some of the Major Activities and Subactivities in the Rockfest Plan

4. Why is a work breakdown structure useful in a project such as this? Take the 26 activities and break them into what you think should be level-2, level-3, and level-4 tasks.