Special Events, 7th Edition
Creating, Sustaining, and
Celebrating a New World
Professor Joe Goldblatt, FRSA
Chapter One:
Welcome to a Changing World
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Photo by the Author.
Agenda
1.
2.
•
•
Welcome and introduction
Lecture one learning outcomes:
Defining Special Events
Economic, social, cultural, environmental, and
political impacts
• Economic, social, cultural, environmental, and
political change
• Demographic and psychographic changes
• New and emerging career opportunities
3. Assignment
• Questions, Answers, and Discussion
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Welcome and Introduction
1.
2.
3.
4.
Animated introduction
Welcome to Special Events, syllabus quiz
Quiz discussion
This course is about creating, sustaining and celebrating a new
world
5. The required course text book is Goldblatt, J. (2013) Special
Events, Seventh Edition, New York, NY: John Wiley & Sons.
6. Opening Activity
7. Lecture One
8. Book Report
9. Mini case study discussion
10. Global event thought leader
11. Assignments
12. Questions, answers, and discussion
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Key Terms
• Special event: A unique moment in time
celebrated with ceremony and ritual to achieve
specific outcomes
• Planned events: Events that are planned in
advance to achieve specific outcomes
• Event: A term derived from the Latin term Evenire, meaning outcome
• Event studies: An emerging academic field of
study and research comprising foundational
academic research and theorems from
anthropology, psychology, sociology, technology,
and tourism
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Learning Objectives
•
•
•
•
•
•
•
•
•
•
Understand and appreciate the importance of economic, social, cultural,
political, and environmental sustainability for planned events
Recognize and understand the economic, social, political, cultural, and
environmental changes that are affecting the global events industry
Identify and benefit from the demographic changes affecting the global
event industry
Utilize the psychographic changes affecting event length, purpose, and
outcomes to improve performance
Recognize and analyze the multitudinous challenges facing the events
industry including financial, security, labor, ecological, and other critical
areas
Identify new and emerging career opportunities in this growing field
Understand why education has become the most important factor in the
growth of planned events
Identify industry certification programs
Advance your career throughout the twenty-first century
Develop new ways to sustain your career
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Activity
• Interview each other about the most
successful and memorable event you and
your partner have individually attended.
• Discuss the impacts of these events on
your personal lives.
• What do you remember? What do you
cherish from this event?
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Discussion
1. What did you learn from your partner?
2. What were some of the key impacts your
partner experienced?
3. Why do you believe events are
important?
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Lecture One
1. Impacts
2. Change
3. Career Opportunities
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Photo by the Author.
Defining Special Events
1. How does the author define special
events?
2. How does Robert Jani of Disney define
special events in the context of the Main
Street Electric Parade?
3. What does the Latin word for event (evenire) mean?
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Key Impacts: The Triple Bottom
Line
1. Economic: Spending of visitors (local, domestic
and international, part time and full time job
creation)
2. Social: Events bring people together for a positive
mutual purpose. The London 2012 Olympic Games
recruited over 50,000 Games Makers (volunteers)
and the U.S. NFL Super Bowl creates in each
Super Bowl city a youth city to benefit young
people.
3. Environmental: Coachella Music Festival and
South by Southwest (SXSW) incorporate recycling,
reuse, and reduction as key benefits of their event.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Key Changes
1. Demographic: Aging, multiculturalism,
and economic disparity (widening gap
between rich and poor)
2. Psychographics: The Millennium
generation is more informal that previous
generations, they are more connected
technologically, and are greener.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Career Opportunities
1. Educational qualifications and especially
certification is growing in importance.
2. Specialized knowledge in areas such as
technology and especially social media
will be more important in the future.
3. Learning is a life long pursuit.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Chapter One Book Report
Guidance
• Purpose: Students will become teachers. You will lead the
discussion of the chapter each week.
• Each week a group of three to four persons will present a brief
(ten minute) book report of the chapter that has been
assigned for that week.
• The group will all equally participate.
• The group will describe the key learning outcomes from the
chapter.
• The group will ask the remainder of the class three questions
about the content of the chapter.
• The remainder of the class will ask the book report group
three questions about the chapter.
• The instructor will ask one final question of the entire class
about the content of the chapter.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Chapter One Book Report
•
•
•
•
10 minute presentation
Everyone participates equally
Overview of the chapter
Three questions from book review group for
class
• Three questions from class for book review
group
• Final question from the instructor for the
entire class
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Mini-Case Discussion:
1. Advertising and Marketing
1. How could the event planners have done a
better job of clearly promoting the benefits
and features of the event in advance to
attract a more targeted audience?
2. How could the event planners have done a
better job of minimizing the damage from the
negative publicity when the event company
was forced into bankruptcy?
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Global Event Thought Leader:
Arnold Guanco, Deputy Bus Manager for Technical
Officials, London 2012 Olympic Games
1. How does Arnold Guanco envision the
future of special events?
2. Review and be prepared to discuss the
complete online video of Arnold Guanco.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Assignment
• Read and be prepared to discuss Chapter
2.
• Read and be prepared to discuss mini
case study 4.
• Bring to class an object of celebration
(event ticket, photo of an event, or other
object that provokes a memory of an event
you attended). Be prepared to describe
why this event is meaningful to you.
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
Questions, Answers, and
Discussion
Copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.