DEFINING%20THE%20EVENT

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Special Event Management BMO5401

• LECTURE 1
• INTRODUCTION
• DEFINING THE EVENT

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Prescribed Text

• Allen, J., OToole, W., Harris, R, McDonnell, I.
• Festival and Special Event Management,
• 4th edition. Wiley Books, Brisbane 2008

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Key Study Areas within Events

• Economics
• Planning
• Marketing Promotion
• Sponsorship
• Safety and Risk
• Evaluation TBL / I/O Sustainability
• Culture

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Overview of Events Management

• Some Definitions of Events
• The Nature and Significance of Events
• Why Events are Held
• Forces and Trends in Events
• The Role of Event Managers
• Leadership Personalities

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Key Roles within the Events industry

• Event co-ordinator
• Event sales executive
• Event production assistant
• Production Manager
• Event manager
• Hiring assistant
• Venue manager
• Creative director
• Operations Manager
• Conference organiser
• Public Relations executive

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Definitions of Events

• A unique moment in time celebrated with ceremony
  and ritual to satisfy specific needs.
  (Goldblatt, 1990)
• A special event is a one-time or infrequently
  occurring event outside the normal program or
  activities of the sponsoring or organising body.
  (Getz, 1997)
• To the customer or guest, a special event is an
  opportunity for a leisure, social or cultural
  experience outside the normal range of choices or
  beyond everyday experience.
• (Getz, 1997)

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Event Generators
Federal Government Civic celebrations, Australia Day, Anzac Day, Centenary of Federation
Event Corporations Major Events focus on sporting and cultural events FINA, F1, Red Bull Air-race, Womadelaide
Public Space authorities Public entertainment, leisure and recreation events (Federation Square, Darling Harbour, Olympic Park)
Tourism Festivals, special interest and lifestyle events, destinational promotions (Talkabout, Outback cattle drove)
Convention Bureaus Meetings, Incentives, Conferences, Exhibitions
Arts Arts festivals, touring programs, themed art exhibitions (Winter Masters, Australian Impressionism, Living Artists week)
Ethnic Affairs Ethnic festivals, Full Moon festival, Chinese New Year
Sport and Recreation Sporting events, national and state sporting competitions
Racing and Gaming Racing meetings and racing carnivals (Spring racing carnival)
Economic Development Industry development and job creation benefits IT and Biotech conference
Local Government Community Events, local festivals and fairs

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Types of Events

• Civic Events
• Australia Day, Anzac Day celebrations
• Mega Events
• Olympic Games, Commonwealth Games, World Trade
  Expo
• Sporting Events
• Australian Open (Tennis, Golf), AFL Grand Final,
• Melbourne Cup
• Hallmark Events

• Expositions
• Australian Tourism Exchange (ATE), Motor Show,
  Boat Show
• MICE Events
• Meetings, Incentives, Conferences and
  Exhibitions
• Fairs and Festivals
• St Kilda Fest, Gay and Lesbian Mardi Gras,
  Comedy Festival, Yarra Valley Grape Grazing

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Events and their role in place promotion

• Hallmark or mega Events have a role in place
  promotion
• Events such as these are seen by millions. This
  industry has mirrored the explosive growth of
  media, entertainment, and tourism (Stedman, 2001)
  and the merging of all three.
• Made for TV events
• Sports Tourism (Fanatics)
• Key outcomes expected of Hallmark/Mega events
• Increase global awareness
• Stimulate regional economic growth
• Long term imagery enhancement
• Increase community pride of region

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Types of Events (Figure 1.2 p12 Allen et al.)
Scale of impacts attendance,media,profile,infrast
ructure, costs, benefits)
Local/community Major Hallmark Mega-event
Size of event
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Mega Events (broad overview)

• Significant Events
• So large that they reverberate around the world
• Olympics
• Beijing 08, London 12
• FIFA World Cup
• World Fairs / Expos
• Their volume should exceed 1 million visits
• Their capital cost should exceed 500M
• Reputation as a must see event

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Mega Events - Characteristics

• Mega events (not always clearly defined)
• Long lead in time
• Australia is currently aiming for 2018 FIFA World
  Cup of Soccer
• Requiring investment in infrastructure
• Transport Systems, venues, airports
• Global audience
• via Media, Print/TV/Internet
• Marketed to the world
• Requires Someone to Decide
• Political will and large public investment

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Some of Victorias Hallmark Events

• Spring Racing Carnival
• Melbourne International Festival of The Arts
• Australian Open
• Australian F1 Grand Prix
• Australian Motorcycle Grand Prix
• Ballarat Begonia Festival

• Melbourne Food and Wine Festival
• Melbourne Comedy Festival
• AFL Grand Final
• Australian International Air Show
• Bells Beach Classic

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Hallmark Events

• Major one-time or recurring events of limited
  duration,
• developed primarily to enhance the awareness,
  appeal and profitability of a tourism destination
  
• in the short and / or long term.
• Such events rely for their success on
• uniqueness,
• status or
• timely significance
• to create interest and attract attention.
  (Ritchie,1984, p.2)

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Hallmark Events
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Major Events

• Those events that are capable by their scale and
  media interest
• of attracting significant visitor numbers and
  media interest
• Hyundai Hopman Cup
• Telstra Rally Australia
• Adelaide Festival and Fringe
• Womadelaide
• Red Bull Air Race - Perth

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Local or Community Events

• Oakbank Easter Race Meeting
• Henley on Todd Dry River Boat race
• Denilquin Ute Muster
• Tamworth Country Music Festival
• St Kilda Festival
• RSPCA 1000 paws walk
• City to Surf Fun Run
• Round the Bay in a Day
• Newport Folk Festival

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Business Events (MICE)

• Meetings, Incentives, Conventions, Exhibitions
• Business and Trade focus
• Conventions, Conferences
• Trade shows
• Product Launches
• Seminars
• Incentive Travel

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The Nature Significance of Events

• Events are becoming an essential component of
  local, regional national tourism promotion.
  (Frisby Getz,1989)
• They also provide an opportunity to
• display local skills and cultural attitudes,
• improve the reputation of a city beyond its
  boundaries and
• demonstrate civic pride and
• the ability to mobilise resources. (Armstrong,
  1986, p.11)

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The Nature Significance of Events

• Events are becoming an essential component of
  local, regional national tourism promotion.
  (Frisby Getz,1989)
• They also provide an opportunity to
• display local skills and cultural attitudes,
• improve the reputation of a city beyond its
  boundaries and
• demonstrate civic pride and
• the ability to mobilise resources. (Armstrong,
  1986, p.11)

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The Nature Significance of Events
There has been a dramatic growth in the number
of events staged throughout the western world.
Some reasons are Desire for positive
imaging by cities / communities / regions
Copycat effect emulating other successful
events Creation of profile / image resulting in
tourism / investment Government encouragement
and funding for tourism / investment
Specialisation tourism market (event
tourists) Civic pride People want high
quality entertainment and value for money in
limited leisure time
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The Nature Significance of Events
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Why Events Are Held?

• Traditionally most have been
• Government or semi-government agencies,
• not-for-profit, or
• Community based organisations
• Increasingly organised by
• for-profit companies,
• economic development and tourism agencies,
• resort and facilities managers
• Many held by government or community service
  organisation and are oriented towards
• leisure, sport, cultural, economic, environmental
  or social goals,
• usually free or inexpensive and aimed at a wide
  audience

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Why Events Are Held?

• Event entrepreneurs
• aim to make money through admission charges,
  merchandising, sponsorship and media revenue
• Other reasons include
• to support charities, the arts,
• political parties or community projects
• Also
• meetings, conventions, seminars, grand-openings,
  etc
• which often support on-going activities of the
  business of government or corporations

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Forces and Trends in Events

• Continued Growth
• Strategic Event Development
• Special Purpose Event Venues
• Sponsorship
• Accountability
• Controversy

• Professionalism
• Private Sector
• Bottom Line Orientation
• Technology and Media
• Values and Multiculturalism
• Travel and Tourism

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Role of Event Managers?

• Just About Everything!!
• Lay the groundwork for the Event (initial
  planning)
• Set up operations
• Coordinate for success, by
• Ensuring the planning is thorough
• Managing people and resources efficiently and
  effectively
• Remaining focused on the vision and achieving the
  planned objectives

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Managers ?

• As Managers they
• Plan
• Lead
• Organise
• Control
• Staff
• Personality types the Field Marshal
• Alternative Conceptions of the Event Manager?
• .
• .

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Tutorial Questions

• Why are special events created? What purpose do
  they serve in society?
• Do special events mirror changes in society or do
  they have a role in creating and changing values.
  Give examples to illustrate your answers.
• Identify an event in your own city or region that
  has the capacity to be a hallmark event. Give
  your reasons for placing it in this category.

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Tutorial Questions

• Identify a traditional event that has been
  running in your city of origin or region for many
  years, decades or perhaps even longer.
• How and why was the event started?
• How has it changed over time?

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Tutorial Questions

• Why have special events emerged so strongly in
  recent years in Australia?
• What are the key political, cultural and social
  trends that determine the current climate of
  events in Australia?
• How would you expect these trends to influence
  the nature of events in the coming years?

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Tutorial Questions

• Identify a global event in your region
• that takes place either simultaneously or
  consecutively in a number of different regions or
  countries.
• Identify who owns the event,
• Discuss how it is transmitted from one region to
  another.