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.
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Introduction
• Events can help define our lives, community, nation
and our culture.
• They include:
– religious and milestone events
– music festivals
– sporting events
– community events
– corporate events.
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Introduction
• 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.
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Cultural, economic and strategic
significance of events
• Potential economic impacts:
– attract overseas investment
– multiplier effect
– increased tourism
– increase in infrastructure in host cities e.g.: venues.
• Potential cultural impacts:
– Crossing cultural boundaries e.g.: Olympics
– Bringing generations together e.g.: Woodstock.
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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
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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
– 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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The nature and scope of events
• Event type
– Sporting events
– Entertainment and music festivals
– Arts and cultural festivals
– Family events
– Fundraising events
– Corporate/MICE events
• Local, national or global?
– Trend towards more global/international events
– Awareness of global implications, even for local events
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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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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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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.
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PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee
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