introduction to events management event industry knowledge

1. Event industry
knowledge

2. Events
• a thing that happens,
especially one of
importance.
•a planned public or social
occasion.

3. 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.

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

5. • 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.

6. 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.

7. 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.

8. 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.

9. 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

10. •They carry a high level of
risk
•There is often a lot of
stake for those involved,
including the event
management team.

11. 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.

12. According to professor Donald
Getz
•He define special events
from two perspectives:
that of the customer
and that of the event
manager

13. • 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.

14. Event Industry
Structure

15. 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.

16. 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.

17. Promoters
• Promoters have a crucial
part to play in the
organisation and staging of
certain events.

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

19. 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”.

20. 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.

21. 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.

22. •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.

23. Crossover industries
• Several allied and crossover
industries work alongside the
event industry, including
organisation involved in tourism,
hospitality, arts and culture, sport
and recreation.

24. EVENT
CLASSIFICATION

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

26. •SIZE of the audience
•Organizer’s MOTIVATION
for running the event(
raising money, selling
products, providing
entertainment)

27. •Events can also be
public or private
•Profit is the motive
versus those which are
not for profit(such as
charitable events)

28. 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

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

31. • 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

32. •Minor events are “where
most event managers
gain their experience.”
•Minor events are more
common, such as
product launches

33. Motives for
running events

34. Business events
• Generally commercially motivated
• Such as: meetings, incentives,
conferences and exhibitions.

35. 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.

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

37. Event
Differentiation
When differentiating events, it
is useful to look at the
following variables:

38. • 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)

39. • 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)