Event industry knowledge

Events•a thing that happens, especially one of importance.

•a planned public or social occasion.

EVENT MANAGEMENT

• Event management is the co-ordination, running and planning of all the people, teams and features that come together to create every kind of event.

• event management professionals work tirelessly to create the best experience possible for the guests, the stars, the sponsors & stakeholders, and the spectators.

• As an event manager, you are there to ensure the smooth running of the event, to minimise the risks and to maximize the enjoyment of the event audience.

• The career path for a successful event manager does not involved running a party which turns out to be a riot.

Risk to safety of participants

• Accidents and injuries sustained at soccer matches and music festival are some times fatal.

• Concerns for safety are paramount and risk assessment forms a major part of any event proposal.

Financial Risk• Events are generally expensive,

with high expenditure required over a very short period of time, and there are far higher levels of uncertainty about revenue and profit than there are with average business.

The most important things about event is that it is often

highlight of a person’s life• A significant birthday, a wedding or a christening

is so important to the main participants that nothing must go wrong.

• If something goes wrong it cannot be easily rectified.

Events are characterised :

• They are often “once in a life time” experiences for the participants

• They are generally expensive to stage

• They usually take place over a short time span

• They require long and careful planning

• They generally take place only once but sometimes they are held annually

•They carry a high level of risk

•There is often a lot of stake for those involved, including the event management team.

The work is demanding, exciting and challenging, requiring a finely tuned balance between task management and people management.

The team needs to be both organised and flexible.

Events can be unpredictable and do require quick thinking, based on sound knowledge of procedures and options.

According to professor Donald Getz

•He define special events from two perspectives: that of the customer and that of the event manager

• A special event is a one time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body.

• 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.

Event Industry Structure

Government Agencies

• Many government agencies take responsibility for managing large events.

• Governments operate at federal, state/territory and local council level. Organisers of the smaller events would work mainly with the relevant council, while the major sporting, arts, business events might work nationally with federal and state bodies.

Event organisations• In case of some major events,

specific organisations are formed, such as the Adelaide Festival Corporation, which was set up to run the Adelaide festival.

Promoters•Promoters have a crucial

part to play in the organisation and staging of certain events.

Event service provider

• Events service such as catering, cleaning and waste disposal are highly specialised, and so too is event security.

Event suppliers• Party and equipment hire companies

can provide anything from chair covers to scaffolding. Event suppliers generally provide these more tangible items, they also provide operational support such as information technology and catering.

• They are also known as “service provider”.

Venue & sites• A venue is usually built

environment, such as a banquet room or sport centre, whereas a site is generally an outdoor space, such as park at which the event is held.

Non specialist and in-house event procedures

• There are many events staged by in-house companies(e.g. A large bank might run product update for its clients).

• Often the external events have a marketing focus and may include trade shows, product launches and publicity stunts.

•Many smaller private events are also organised informally by friends and family who may or may not call on some of the specialists mentioned for one or other facet of the organisation.

Crossover industries• Several allied and crossover

industries work alongside the event industry, including organisation involved in tourism, hospitality, arts and culture, sport and recreation.

EVENT CLASSIFICATION

•In terms of event characteristics including the profile of the event audience.

•SIZE of the audience

•Organizer’s MOTIVATION for running the event( raising money, selling products, providing entertainment)

•Events can also be public or private

•Profit is the motive versus those which are not for profit(such as charitable events)

SIZE• The largest events are called MEGA

EVENTS and these are generally targeted at international markets.

• These events will generally have a much longer time span than other events, and can go on for several weeks.

Example: Olympic Games

World Cup FIFA

•Hallmark events are designed to increase the appeal of a specific tourism destination or region.

• Major Events are events that attract significant local interest as well as generating significant tourism revenue

• Major events are of a large scale with a significant number of participants or spectators, whether sporting, cultural or other nature.

• Example: New Year’s Eve

•Minor events are “where most event managers gain their experience.”

•Minor events are more common, such as product launches

Motives for running events

Business events

• Generally commercially motivated

• Such as: meetings, incentives, conferences and exhibitions.

Festival events

• Program designed to assists the presentation of arts and cultural activities at regional and community festival.

• Regular public celebration that is organised by members of the community, has clear, strong and broad-based community support and involves public outcomes such as performances, exhibitions/displays, etc.

Charitable events•Run events on the basis that any funds raised in excess of operating costs are allocated to the charitable cause.

Event Differentiation

When differentiating events, it is useful to look at the

following variables:

• Purpose and objective ( e.g. Fundraising, product promotion)

• Scope of the event ( e.g. Single or multiple venues or road show)

• Nature of the audience ( business people, leisure tourist or local)

• Marketing and distribution channels ( online tickets sales, free entry/ gold coin contribution at the gate.)

• Key Stake holders ( major and hallmark events likely that government bodies will be key stakeholders)

• Key elements of staging ( e.g. Competition, display, parade, exhibition, conference)