CHAPTER 03CHAPTER 03Event Impacts and Legacies ( )

• Explain the role of the event manager in balancing the impacts of events

• Identify the major impacts that events have on their stakeholders and host communities

• Describe the social and cultural impacts of events and plan for positive outcomes

• Discuss the political context of events

Learning ObjectivesLearning Objectives

• Describe the environmental impacts of events

• Discuss the tourism and economic impacts of events

• Discuss why governments become involved in events

• Describe the use of economic impact studies in measuring event outcomes

• Discuss methods for identifying community perceptions of the impacts of events

Learning ObjectivesLearning Objectives

Role of Event ManagementEvent Management• Involves studying the intricacies of the brand,

identifying the target audience, devising the event concept, planning the logistic management and coordinating the technical aspects before actually executing the modalities of the proposed event.

Services of Event Management

Company • Event management companies and organisations

service a variety of areas including corporate events (product launches, press conferences, corporate meetings and conferences), marketing programs (road shows, grand opening events), and special corporate hospitality events like concerts, award ceremonies, film premieres, launch/release parties, fashion shows, commercial events, private (personal) events such as weddings and bar mitzvahs.

• Clients hire event management company to handle a specific scope of services for the given event, which at its maximum may include all creative, technical and logistical elements of the event. (Or just a subset of these, depending on the client's needs, expertise and budget).

Role of Event Manager• The Event Manager is the person who plans and

executes the event.

• Event managers and their teams are often behind-the-scenes running the event.

• Event managers may also be involved in more than just the planning and execution of the event (e.g. brand building, marketing and communication strategy)

• The event manager is an expert at the creative, technical and logistical elements that help an event succeed. This includes event design, audio-visual production, scriptwriting, logistics, budgeting, negotiation and, of course, client service. It is a multi-dimensional profession.

•

• Events have both positive and negative impacts

• Positive impacts must be developed and maximised

• Negative impacts need to be addressed through awareness and intervention

• The task of the event manager is to balance the impacts of events in the interests of all stakeholders (foresee positive impact and counter the negative

Balancing the Balancing the impact of eventsimpact of events

Event Impacts

• Social and cultural• Political Environmental Impact• Tourism and Economic

Social and cultural impacts

Balancing the Balancing the impact of eventsimpact of events

Political impacts

Balancing the Balancing the impact of eventsimpact of events

Environmental impacts

Balancing theBalancing theimpact of eventsimpact of events

Tourism and economical impacts

Balancing theBalancing theimpact of eventsimpact of events

• State governments became aware of the economic benefits of staging events after the Commonwealth Games in Brisbane, 1982

• Governments pursue events because of the ‘spillover effects’ for related industries:• travel, restaurants, etc.

• Also because of long-term benefits• increased tourism spending

Economic impacts and the Economic impacts and the role of the governmentrole of the government

• Identify all expenditure involved in the staging of an event

• Determine their impacts on the wider economy

• Expenditure from events can be direct, indirect or induced

( 引導性 )

Economic impact studiesEconomic impact studies

The Impacts of an event

• Expenditure by visitors from outside the region

• Capital expenditure on facilities required to conduct the event

• Expenditure incurred by event organizers and sponsors to stage the event

Jago and Dewyer 2006

Community Perceptions of Event Impacts

•When?•How?•Why?

EXERCISE

1. Please discuss with your group on what are social, economic , political and environmental impact of a event

2. Please design a questionnaire for the use of survey attitude of your community towards an event