Chapter One
Introduction to
Event Management
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Chapter learning objectives
1.1 Appreciate events’ cultural, economic and strategic
significance
1.2 Identify the range of events and activities that are
included in the study of event management
1.3 Understand the range of jobs available in the event
industry, as well as the required skills and attributes
1.4 Explain the history and development of the event
industry and the implications for the management of
current events
1.5 Appreciate the significance and importance of
professional associations in the event industry
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Chapter learning objectives
1.6 Explain the impact, scope and significance of
corporate events and the MICE industry
1.7 Understand the impact of globalisation on event
management
1.8 Explain the importance of environmental
sustainability as it relates to the event industry
1.9 Explain the importance of social responsibility as it
relates to the event industry
1.10 Understand the potential benefits associated with
triple bottom line reporting
1.11 Access information on event management.
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Units of Competence and Elements
SITXEVT301 Access information on event
operations
1. Access and interpret relevant industry information
2. Source information on event industry practice, products and services
3. Source and use compliance information in daily activities
4. Access and use information on events technology
5. Update personal and organizational knowledge of the event industry
SITXEVT601 Research event trends and practices
1. Research event ideas and management practice
2. Evaluate information to inform work practice
3. Extend event management skills and knowledge
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Introduction
• Events can help define our lives, community, nation
and our culture.
• They include:
– private or family events such as birthdays and weddings
– religious events such as christenings
– milestone events such as graduations
– music concerts and festivals
– sporting events
– community and cultural events
– corporate events.
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The need for event management
• Events are increasing in scope, size and complexity.
• Event management:
– is the way to plan, organise and manage resources in a
systematic manner to create successful events
– reduces risk and uncertainty associated with the running of
events
– helps to ensure that potential benefits are realised
– facilitates the continuous improvement of events.
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The economic significance of
events
• Events can have major economic impacts in the
short and long term
– Short term economic impacts
• the direct impact of the event itself
• the multiplier effect
• increased tourism before and after the event
– Long term economic impact
• increase in the profile of the host cities as a tourist
destinations
• attract overseas investment
• increase in infrastructure in host cities e.g.: venues and
transport.
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The cultural significance of
events
• Events can have direct and indirect cultural
impacts
– Direct cultural impacts
• Celebrations of cultural diversity and enrichment eg.: Chinese
New Year celebrations, St. Patrick’s Day
– Indirect cultural impacts
• Crossing cultural boundaries e.g.: Olympics
• Bringing generations together e.g.: Woodstock.
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The strategic significance of
events
• Events can be utilised by government and by the
private sector to support a range of strategic
initiatives
– Government strategic initiatives
• community event at a local level
• tourism promotion at a state and federal level
– Private sector strategic initiatives
• Corporate conferences to develop networks and stimulate
innovation
• Exhibitions, sales promotions and trade shows to stimulate
business
• Meetings and conventions to share state of the art information
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The nature and scope of events
• Event size
– Mega events
• Worldwide audience and exposure
• Considered ‘must-see’ events
• Significant economic and social effects
• Example: Olympic Games, FIFA World Cup, USA NFL Super
Bowl
– Hallmark events
• Held in same location every time
• Become synonymous with the location
• Example: Tamworth Country Music Festival, Sydney Gay
Mardi Gras
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The nature and scope of events
• Event size (continued)
– Major events
• Can attract relatively large amounts of media coverage,
economic benefits and visitors
• Generally ‘boutique’ style events with limited following
• Not ‘must-see’ events for all people
• Example: Goodwill Games, AFL Grand Final
– Minor events
• Often community events generated by local government
• Usually have social, cultural or entertainment objectives
• Example: Man from Snowy River Bush Festival in Corryong,
NSW
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Event types
• Events may be categorised as:
– Sporting events
– Entertainment and music festivals
– Arts and cultural festivals
– Family events
– Fundraising events
– Corporate events
• Each type of event brings with it quite different event
management problems, opportunities and
challenges
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Local, national or global?
• Over the past few decades, events have become
more global and have gained greater media
exposure and huge virtual audiences
– Potential for strengthening international links
– Potential impact on the profile and exposure of various host
cities
– Potential marketing impact for sponsors
• Even local events may have a global impact and
may be effected by global issues
– Impact of social media
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Jobs and careers in event
management
• Role of Event Manager
– Responsible for design, planning, organisation and
coordination of events.
– Involved in every aspect of the event
• Design/signage/displays
• Marketing/promotion
• Catering
• AV/technical
• Entertainment/performers/presenters
• Finances/sponsorship
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Jobs and careers in event
management
• Skills required for working in events
1. Organisational/planning skills
7. Marketing skills
2. General communication skills
8. Leadership skills
3. Team skills
9. Oral communication skills
4. Customer service skills
10.Administration skills
5. Computer skills
11.Written communication skills
6. Relationship-building skills
12.Sales skills
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History, development and significance
of the event industry
• Many events evolved from cultural celebrations:
– Chinese New Year
– St Patrick’s Day.
• Recent decades have shown economic potential for
mega events in particular, e.g.: Olympic Games.
• MICE sector increased incomes, tourism potential and
employment outcomes for host cities.
• Late 1980’s – increasingly sophisticated events
required systematic approach, creating a professional
industry.
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History, development and significance
of the event industry
• Event Organisation – stage particular events.
• Event Management Companies – organise events
on behalf of clients on a contractual basis.
• Event Suppliers – provide services such as
catering, entertainment and security. Some offer
several services as a ‘one-stop shop’.
• Event Venues – emerging to facilitate events.
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Professional associations relevant to
the Australian event industry
• Professional Associations provide the following
services for members:
– professional development
– networking
– recognition and accreditation
– enhanced professionalism through Code of Conduct and
ethics
– awards programs
– conferences and events
– promotional activities.
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Professional associations relevant to
the Australian event industry
• Examples include:
– Meetings and Events Australia (MEA)
– Exhibition and Event Association of Australasia (EEAA)
– International Special Events Society (ISES)
– International Festival and Events Association (IFEA)
– International Congress and Convention Association (ICCA)
– Australian Entertainment Industry Association (AEIA)
– Events Industry Association (WA)
– Venue Management Association (VMA)
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Corporate events and the MICE
industry
• Meetings
– Gatherings for decision making and sharing information.
– May involve presentations and discussions.
• Incentives
– Reward for high levels of performance or achievement.
– Offer an experience they would unlikely have otherwise.
• Conventions
– Formal gatherings of people from same industry or occupation.
• Exhibitions
– Inform visitors of products and services available within an
industry, usually for people from same trade or industry.
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The impact of globalisation
• Air travel and communication advances have led to
knowledge on a global scale.
• Mega events are simultaneously watched by
audiences on-site and in other countries.
• Rapid increase in the number and scale of events
has led to increases in professionalism.
• Knowledge and understanding of event
management processes are taking place due to
global communications, training and research.
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Environmental sustainability in the
event industry
• Environmental sustainability – carbon footprints,
climate change and impact of events.
• Tools to measure impacts:
– EPA Victoria’s Ecological Footprint Calculator
– Sustainable Event Management System (SEMS).
• Sustainable practices will become more important as
the general public increases awareness.
• Could become a requirement for investment and
sponsorship.
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Environmental sustainability in the
event industry
• Transport
– Development of a travel plan encouraging public transport
• Venue
– Use of venues with sustainability programs
• Catering
– Use of organic, reusable and biodegradable products
• Communication
– Reducing paper use and using recycled products
• Materials
– Using suppliers with sustainability policies
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Social responsibility in the event
industry
• Social responsibility – the way an organisation
treats employees, customers and the community.
• Employees
– Policies improving work environment and work/life balance
– Improving health and safety, conditions and EEO
• Customers
– Ethical practices, customer service and value for money
• Community
– Staging events supporting local objectives
– Avoidance of harm, inconvenience and annoyance to locals
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Triple bottom line reporting (TBL)
• Measures the financial, environmental and social
bottom lines of an event.
• Reflects public attitude that finance is not the only
consideration.
• Creates a balanced view of performance.
• Performance indicators could include:
– Economic – increased employment, tourism
– Social – volunteering legacy, interest in sport
– Environmental – waste minimisation, tree planting.
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Accessing information on event
management
• Accessing relevant information has become more
important as:
– The events industry continues to grow
– Pressures increase for events to be conducted efficiently
and effectively
– The need for innovation and continuous improvement
increases
– Events play an increasingly strategic role in both the public
and private sector.
• This is even more important in a rapidly changing
social and technological environment.
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Accessing information on event
management
• Event management information can be accessed
via:
– Event management industry magazines
– Academic journals in event management
– Event industry associations
– Tourism and convention bureaux
– Australian and overseas event management internet sites
– Federal, state and local government departments
– Social media
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Chapter summary
• Events are not a new idea!
• Event management evolved due to a need for a more
professional and systematic approach.
• Impacts can be economic, cultural or social.
• Events can be categorised according to size or type.
• There is a vast variety of job roles.
• The industry now includes several diverse groups.
• Professional Associations seek professionalism.
• MICE sector is booming.
• Sustainability and social responsibility are increasingly
important in the modern industry.
• Accessing information on event management
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