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Event Impacts Part 1
                         Practice
www.bournemouth.ac.uk
Learning Objectives
At the end of this session students should be able
to:
• Reflect on the meanings of events for individuals
  in different societies
• Identify the practices of business, communities
  and countries which have been influenced by the
  popularity of events
• List and evaluate the positive and negative
  impacts that events have on individuals,
  organizations and communities
www.bournemouth.ac.uk
Conceptualizing Event Impacts (1)



              Socio/Cultural         Political



               Physical and        Tourism and
              Environmental         Economic

               Adapted from: Bowdin et. al (2011)
www.bournemouth.ac.uk
Conceptualizing Event Impacts (2)




• Triple-bottom Line - a systematic framework for
  measuring and reporting the event's performance against
  economic, social and environmental parameters, to
  determine negative or positive impacts on the host
  community (Fredline et al., 2005)
www.bournemouth.ac.uk
Conceptualizing Event Impacts (3)

                            Countries

                               Cities

                            Communities



                            Organizations




                             Individuals


             Adapted from: Ferdinand and Shaw (2012)
www.bournemouth.ac.uk
What do Events Mean
                               to Us?
                                Sites where individuals
Opportunities                    can come together to
to appreciate                    connect with other to
                                   achieve a sense of
critical                        enhanced identity and
milestones:                         to find meaning

   For example,
    weddings, birthdays,
    graduations,
    anniversaries and
    cultural and religious
    observances


www.bournemouth.ac.uk
Consider the Burning Man
                  Festival ….
• What does it take
  produce an event
  which provides a
  sense of enhanced
  identity and deep
  spiritual meaning?




www.bournemouth.ac.uk
Profound loss         Pure wonderment
             A combustion of the id
                        Release from restraint
    A stripping of the self
Purification A loss of direction
      Crucifixion Adrenalized joy
                            Sacrifice
www.bournemouth.ac.uk
www.bournemouth.ac.uk
The Meanings of Events
                    Can Also Change …
• Modern day events represent the evolution
  of societies, communities and individuals
• The original significance and perception of
  some events have shifted:
     Gay Pride parades’ sexual politics have given
      way to family fun and festivities
     The symbolism behind Trinidad and Tobago
      Carnival has shifted from rebellion to a message
      of freedom and self-expression

www.bournemouth.ac.uk
Events in Organisations

• Create linkages
• Disseminate
  information
• Provide motivation
  and opportunities for
  celebration
• Brings people
  together from different
  countries

www.bournemouth.ac.uk
Event Marketing
    Event marketing survey findings published by the
             Event Marketing Institute in 2010
 The top three rated marketing tools for building customer
 relationships are:
 1. Event marketing 2. Social marketing 3.Web marketing
 The marketing tools that give the best ROI are:
 1.Web marketing (40% of respondents agree)
 2. Event marketing (22% of respondents agree)
  % of marketers who rank the future importance of events
 as increasing has risen: From 29 % in ‘09 to 36 % in ‘10
 34 % of respondents plan to move to an experience-
 driven portfolio within the next three to twelve months,
 while 31 % say they have already done so
www.bournemouth.ac.uk
Events in Communities



   Religious and cultural     These events can:
   festivals can play an      • Reinforce shared identities
   important role in          • Evolve new meaning,
                                through the integration of
   uniting communities          cultural influences
   comprising of ethnic       • Help to achieve a
   and cultural minorities      'cosmopolitan' character
                                that can be promoted as a
                                positive feature to external
                                audiences
www.bournemouth.ac.uk
But be warned they can
               also …
• Reinforce cultural and ethnic stereotypes
• ‘Comodify’ culture
• Highlight cultural differences which can
  increase cultural/ethnic/ racial tensions
• ‘Disneyfy’ community landscapes
• Reduce cultural events to ‘exotic products’
  to be bought and sold
www.bournemouth.ac.uk
TO BE CONTINUED …




www.bournemouth.ac.uk
References
 • Bowdin et. al. (2011) Events Management. Oxford:
   Elsevier Butterworth-Heinemann
 • Ferdinand, N. and Shaw, S. (Eds). Events in our
   changing world. In N. Ferdinand and P. Kitchin (Eds.)
   Events Management: An International Approach (pp. 5-
   22). London: Sage Publications
 • Fredline, L., Raybould, M., Jago, L., & Deery, M. (2005).
   Triple bottom line event evaluation: A proposed
   framework for holistic event evaluation. Third
   International Event Conference, the Impacts of Events:
   Triple Bottom Line Evaluation and Event Legacies.
   Sydney, July 2005.
www.bournemouth.ac.uk
Further Reading
• Shaw, S. (2007). Inner city ethnoscapes as cultural
  attractions: Micro-place marketing in Canada. In M.
  Smith (Ed.), Tourism, Culture and Regeneration (pp.49-
  58). Wallingford: CABI
• Sherry, J.F. & Kozinets, R.V. (2007). Nomadic spirituality
  and the burning man festival. Research in Consumer
  Behavior, 11, 119-147
• Tull, J. (2012). Event evaluation. In N. Ferdinand and P.
  Kitchin (Eds.) Events Management: An International
  Approach (pp. 173-196). London: Sage Publications


www.bournemouth.ac.uk
For Next Time …
• Ferdinand, N. and Williams, N. (2011) Event staging. In
  S. Page and J. Connell (Eds.) Routledge Handbook of
  Events (pp. 42-44). Abingdon: Routledge
• Greenwood, D.J. (1989). Culture by the pound: An
  anthropological perspective on tourism as cultural
  commoditization. In V.L. Smith (Ed.) Hosts and guests:
  The Anthropology of Tourism (Second Edition) (pp. 171-
  185). Philadelphia: University of Pennsylvania Press.
• Waitt, G. (2008). Urban festivals: Geographies of hype,
  helplessness and hope. Geography Compass, 2 (2) 513-
  537

www.bournemouth.ac.uk
KEEP IN TOUCH …


                        http://facebook.com/Ms.NicoleFerdinand
                        @evntmgt


www.bournemouth.ac.uk

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Event Impacts part 1

  • 1. Event Impacts Part 1 Practice www.bournemouth.ac.uk
  • 2. Learning Objectives At the end of this session students should be able to: • Reflect on the meanings of events for individuals in different societies • Identify the practices of business, communities and countries which have been influenced by the popularity of events • List and evaluate the positive and negative impacts that events have on individuals, organizations and communities www.bournemouth.ac.uk
  • 3. Conceptualizing Event Impacts (1) Socio/Cultural Political Physical and Tourism and Environmental Economic Adapted from: Bowdin et. al (2011) www.bournemouth.ac.uk
  • 4. Conceptualizing Event Impacts (2) • Triple-bottom Line - a systematic framework for measuring and reporting the event's performance against economic, social and environmental parameters, to determine negative or positive impacts on the host community (Fredline et al., 2005) www.bournemouth.ac.uk
  • 5. Conceptualizing Event Impacts (3) Countries Cities Communities Organizations Individuals Adapted from: Ferdinand and Shaw (2012) www.bournemouth.ac.uk
  • 6. What do Events Mean to Us? Sites where individuals Opportunities can come together to to appreciate connect with other to achieve a sense of critical enhanced identity and milestones: to find meaning  For example, weddings, birthdays, graduations, anniversaries and cultural and religious observances www.bournemouth.ac.uk
  • 7. Consider the Burning Man Festival …. • What does it take produce an event which provides a sense of enhanced identity and deep spiritual meaning? www.bournemouth.ac.uk
  • 8. Profound loss Pure wonderment A combustion of the id Release from restraint A stripping of the self Purification A loss of direction Crucifixion Adrenalized joy Sacrifice www.bournemouth.ac.uk
  • 10. The Meanings of Events Can Also Change … • Modern day events represent the evolution of societies, communities and individuals • The original significance and perception of some events have shifted: Gay Pride parades’ sexual politics have given way to family fun and festivities The symbolism behind Trinidad and Tobago Carnival has shifted from rebellion to a message of freedom and self-expression www.bournemouth.ac.uk
  • 11. Events in Organisations • Create linkages • Disseminate information • Provide motivation and opportunities for celebration • Brings people together from different countries www.bournemouth.ac.uk
  • 12. Event Marketing Event marketing survey findings published by the Event Marketing Institute in 2010 The top three rated marketing tools for building customer relationships are: 1. Event marketing 2. Social marketing 3.Web marketing The marketing tools that give the best ROI are: 1.Web marketing (40% of respondents agree) 2. Event marketing (22% of respondents agree) % of marketers who rank the future importance of events as increasing has risen: From 29 % in ‘09 to 36 % in ‘10 34 % of respondents plan to move to an experience- driven portfolio within the next three to twelve months, while 31 % say they have already done so www.bournemouth.ac.uk
  • 13. Events in Communities Religious and cultural These events can: festivals can play an • Reinforce shared identities important role in • Evolve new meaning, through the integration of uniting communities cultural influences comprising of ethnic • Help to achieve a and cultural minorities 'cosmopolitan' character that can be promoted as a positive feature to external audiences www.bournemouth.ac.uk
  • 14. But be warned they can also … • Reinforce cultural and ethnic stereotypes • ‘Comodify’ culture • Highlight cultural differences which can increase cultural/ethnic/ racial tensions • ‘Disneyfy’ community landscapes • Reduce cultural events to ‘exotic products’ to be bought and sold www.bournemouth.ac.uk
  • 15. TO BE CONTINUED … www.bournemouth.ac.uk
  • 16. References • Bowdin et. al. (2011) Events Management. Oxford: Elsevier Butterworth-Heinemann • Ferdinand, N. and Shaw, S. (Eds). Events in our changing world. In N. Ferdinand and P. Kitchin (Eds.) Events Management: An International Approach (pp. 5- 22). London: Sage Publications • Fredline, L., Raybould, M., Jago, L., & Deery, M. (2005). Triple bottom line event evaluation: A proposed framework for holistic event evaluation. Third International Event Conference, the Impacts of Events: Triple Bottom Line Evaluation and Event Legacies. Sydney, July 2005. www.bournemouth.ac.uk
  • 17. Further Reading • Shaw, S. (2007). Inner city ethnoscapes as cultural attractions: Micro-place marketing in Canada. In M. Smith (Ed.), Tourism, Culture and Regeneration (pp.49- 58). Wallingford: CABI • Sherry, J.F. & Kozinets, R.V. (2007). Nomadic spirituality and the burning man festival. Research in Consumer Behavior, 11, 119-147 • Tull, J. (2012). Event evaluation. In N. Ferdinand and P. Kitchin (Eds.) Events Management: An International Approach (pp. 173-196). London: Sage Publications www.bournemouth.ac.uk
  • 18. For Next Time … • Ferdinand, N. and Williams, N. (2011) Event staging. In S. Page and J. Connell (Eds.) Routledge Handbook of Events (pp. 42-44). Abingdon: Routledge • Greenwood, D.J. (1989). Culture by the pound: An anthropological perspective on tourism as cultural commoditization. In V.L. Smith (Ed.) Hosts and guests: The Anthropology of Tourism (Second Edition) (pp. 171- 185). Philadelphia: University of Pennsylvania Press. • Waitt, G. (2008). Urban festivals: Geographies of hype, helplessness and hope. Geography Compass, 2 (2) 513- 537 www.bournemouth.ac.uk
  • 19. KEEP IN TOUCH … http://facebook.com/Ms.NicoleFerdinand @evntmgt www.bournemouth.ac.uk