LECTURE 1
INTRODUCTION
DEFINING THE EVENT
Special Event Management
BMO5401
Prescribed Text
Allen, J., O’Toole, W., Harris, R, McDonnell, I.
Festival and Special Event Management,
4th edition. Wiley Books, Brisbane 2008
Key Study Areas within Events
EconomicsPlanningMarketing & PromotionSponsorshipSafety and RiskEvaluation – TBL / I/O SustainabilityCulture
Overview of Events Management
Some Definitions of Events The Nature and Significance of EventsWhy Events are HeldForces and Trends in EventsThe Role of Event ManagersLeadership Personalities
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
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)
Event Generators
Federal Government Civic celebrations, Australia Day, Anzac Day, Centenary of Federation
Event Corporations Major Events – focus on sporting and cultural eventsFINA, 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 benefitsIT and Biotech conference
Local Government Community Events, local festivals and fairs
Types of Events
Civic EventsAustralia Day, Anzac Day celebrations
Mega EventsOlympic Games, Commonwealth Games, World Trade Expo
Sporting EventsAustralian Open (Tennis, Golf), AFL Grand Final,Melbourne Cup
Hallmark Events
ExpositionsAustralian Tourism Exchange (ATE), Motor Show, Boat Show
MICE EventsMeetings, Incentives, Conferences and Exhibitions
Fairs and FestivalsSt Kilda Fest, Gay and Lesbian Mardi Gras, Comedy Festival, Yarra Valley Grape Grazing
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
Types of Events (Figure 1.2 p12 Allen et al.)
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Size of event
Local/community Major Hallmark Mega-event
Mega Events (broad overview)
Significant Events So large that they “reverberate around the world”
Olympics – Beijing 08, London 12
FIFA World CupWorld Fairs / Expos
Their volume should exceed 1 million visits Their capital cost should exceed $500M Reputation as a “must see” event
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
Some of Victoria’s 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
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)
Hallmark Events
Major Events
Those events that are capable by their scale and media interest of attracting significant visitor numbers and media
interest:
Hyundai Hopman CupTelstra Rally AustraliaAdelaide Festival and FringeWomadelaideRed Bull Air Race - Perth
Local or Community Events
Oakbank Easter Race MeetingHenley on Todd Dry River Boat raceDenilquin Ute MusterTamworth Country Music FestivalSt Kilda FestivalRSPCA 1000 paws walkCity to Surf Fun RunRound the Bay in a DayNewport Folk Festival
Business Events (MICE)
Meetings, Incentives, Conventions, Exhibitions
Business and Trade focusConventions, ConferencesTrade showsProduct LaunchesSeminars Incentive Travel
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)
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)
The Nature & Significance of Events
There has been a dramatic growth in the number ofevents staged throughout the western world. Somereasons 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
The Nature & Significance of Events
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
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
Forces and Trends in Events
Continued GrowthStrategic Event
DevelopmentSpecial Purpose Event
VenuesSponsorshipAccountabilityControversy
ProfessionalismPrivate SectorBottom Line OrientationTechnology and MediaValues and
MulticulturalismTravel and Tourism
Role of Event Managers?
Just About Everything!!Lay the groundwork for the Event (initial
planning)Set up operationsCoordinate for success, by:Ensuring the planning is thoroughManaging people and resources efficiently
and effectivelyRemaining focused on the vision and
achieving the planned objectives
Managers ?
As Managers they: Plan Lead Organise Control StaffPersonality types: “the Field Marshal” Alternative Conceptions of the Event Manager?
. .
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.
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?
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?
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.