event management - syed choudhury · term negatives, such as crowding and traffic congestion...

Event Management

Syed Choudhury

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Syed Choudhury - Event Management - Week 5

∗ Element of Strategic Planning

∗ Concept/Intent to Bid

∗ Feasibility Study

∗ Bid Preparation

∗ Decision to Proceed/Cease

∗ Establishing Event Organisation Structure

∗ Developing Strategic Plan

∗ Developing Event Plan

Summary Of Last Lecture

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∗ Event Tourism

∗ Why Design Strategies

∗ Strategic Planning Process

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Today’s Lecture


∗ Events to attract tourists to a region

∗ Events to extend the stay of visitors

∗ Events to improve/change the tourist appeal (image)

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What is Event Tourism?


∗ Smaller Destinations: ∗ Tourist Boards ∗ Local Government ∗ Local Chamber of Commerce

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Who Organises These Events?


∗ Larger Destinations ∗ Tourist Boards ∗ Local & National Government ∗ Local & National Chambers of Commerce ∗ Convention Centres ∗ Tourism Agencies ∗ Major Events Agencies ∗ Public Events Bodies ∗ And many others...

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Who Organises These Events?


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Stages of Strategic Planning


1. Situational Analysis 2. Development of Goals 3. Creation of Organisation Structure 4. Development of Strategy 5. Implementation of Strategy 6. Evaluation of Strategy

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Event Tourism Strategic Planning


∗ Look at all the stakeholders and features of the destination

∗ Perform SWOT ∗ Strengths ∗ Weaknesses ∗ Opportunities ∗ Threats

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1. Situational Analysis


∗ Strength & Weaknesses ∗ Existing Stock of Events ∗ Venues/Sites/Facilities/Support Services ∗ Human Resources ∗ Stage of Event Sector Development ∗ Destination Location (relative to major attraction) ∗ Degree of Political Support ∗ Level of Community Support ∗ Local Weather

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1.1 SWOT Areas


∗ Opportunities & Threats ∗ Potential for partnering with selected organizations to

progress one or more event tourism goals ∗ Level & Type of Competition ∗ Market Tastes & Preferences ∗ Availability of external funds ∗ Local cultural/environmental attributes ∗ Capacity of destination to absorb extra tourists

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1.2 SWOT Areas


∗ Existing Stock of Events ∗ Type ∗ Quality ∗ Uniqueness/competitive advantage ∗ Number ∗ Duration/timing ∗ Current financial situation ∗ Image/reputation ∗ Level of current demand from regional, national and overseas

visitor markets ∗ Economic, social and environmental impacts

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1.3 SWOT Areas (SW)


∗ Venues/sites/facilities/supporting services ∗ Number, type, quality and capacity of venues/outdoor event

sites ∗ Capacity of local suppliers ∗ Stock of supporting local tourism services

∗ Human resources

∗ Event/Venue Management Expertise ∗ Volunteer Base ∗ Range/type of event-related training conducted in the area

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1.3 SWOT Areas (SW)


∗ Stage of event sector development ∗ Existence of organizations such as industry associations,

convention, visitors bureaus and event agencies

∗ Destination location relative to major tourist markets ∗ Travel time and costs ∗ Types and frequency of public transport

∗ Degree of political support

∗ Level of available funding for event tourism ∗ Potential for legislative support ∗ Location of a major event agency inside local or national

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1.3 SWOT Areas (SW)


∗ Level of community support ∗ Community perspectives on economic outcomes ∗ Level of anticipated local patronage for events ∗ Level of willingness of the community to absorb short-

term negatives, such as crowding and traffic congestion ∗ Willingness of a community to support events via

volunteering, provision of home hosting services etc.

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1.3 SWOT Areas (SW)


∗ Extent and nature of existing relationships between events and the tourism industry ∗ Extent of event packaging evident ∗ Type/nature of links with tourism companies and

organizations

∗ Local weather patterns

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1.3 SWOT Areas (SW)


∗ Potential for partnering with selected organizations to progress one or more event tourism goals ∗ Government departments ∗ Cultural organizations ∗ Tourism bodies ∗ Chambers of commerce ∗ Tourism businesses (to package events) ∗ Environmental groups

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1.3 SWOT Areas (OT)


∗ Level and type of competition ∗ Direct competition from similar events ∗ Competition from dissimilar events conducted in the same

time period

∗ Market tastes/preferences ∗ Ability of an area to respond to market needs ∗ Impact on existing/planned events of changes in family

structures, age of population, patterns of work/retirement and attitudes to health etc

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1.3 SWOT Areas (OT)


∗ Availability of external funds ∗ Capacity to attract government grants or loans ∗ Likelihood of attracting sponsorship ∗ Potential to link events with overall destination branding

efforts

∗ Capacity of destination to absorb extra tourists ∗ Perspectives of community groups ∗ Travel & Hospitality Infrastructures

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1.3 SWOT Areas (OT)



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So far...


∗ Economic Gain ∗ Geographic Dispersal of Economic Benefits ∗ Destination Branding ∗ Creating Off Season Demands ∗ Enhancing Visitor Experience ∗ Extending Visits ∗ Catalyst to Improve Infrastructure ∗ Progression of a destination’s social, cultural,

environmental agenda 21

2. Development of Goals


∗ Economic Gain ∗ Bring in new money ∗ Investments too

∗ Geographical Dispersion ∗ Encouraging visit outside of major tourist areas ∗ Disperse economic benefits

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2.1 Development Goals


∗ Destination Branding A destination’s ‘brand’ can be thought of as the overall impression, association or feeling that its name and associated symbols generate in

the minds of consumers

∗ Helps create and change image ∗ Events of a similar theme

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∗ Creating off season demand ∗ Events during off season – surplus capacity ∗ Authentic experiences ∗ Coordinate – these exist but arent promoted well

∗ Enhancing Visitor Experience ∗ New, fresh, memorable ∗ Cultural venues organise themed special events

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∗ Extending Visits ∗ Family/Partners ∗ Return Visit

∗ Catalyst to Improve Infrastructure

∗ Progression of a destination’s social, cultural, environmental agenda

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So far...


∗ Multiple organisations/bodies ∗ Potential loss of focus ∗ Less coordination ∗ Higher costs ∗ Conflicts and false competition ∗ Opportunity costs due to lack of collaboration

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Creation of Organisation Structure



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So far...


∗ Think of the ‘product’ mix

∗ Strategies: ∗ Existing Event Development ∗ Event Bidding ∗ New Event Creation

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Development of Strategy


event management - syed choudhury · term negatives, such as crowding and traffic congestion...

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