introduction to hospitality fifth edition john r. walker chapter 13: special events

introduction to hospitality

fifth editionjohn r. walker

Chapter 13: Special Events

Introduction to HospitalityFifth EditionJohn Walker

Copyright ©2009 by Pearson Education, Inc.Upper Saddle River, New Jersey 07458

All rights reserved.

Chapter 13 Special Events• Event Planners

• Event Management

• Challenges

• Classifications of Special Events

• Required Skills and Abilities

• Special Event Organizations

• The Job Market

• Trends




Event Planners

• Event planning is a general term that refers to a career path in the growing field of special events

• Its forecast includes a growing demand for current and future employment opportunities

• The title event planner was first introduced at hotels and convention centers




Event Planners

• Person responsible for planning the event from start to finish– Setting the date and location– Advertising the event– Providing refreshments– Arranging catering, speakers, or

entertainment• There is variety of skills needed to be

an effective planner




Event Management

• Requires vision and leader-manager skills

• Key result areas:

– Marketing

– Financial

– Operational

– Legal

• Sponsorships

• To gain business, event managers prepare a proposal for the client’s approval and contract signature




Event Management• Events can be costly

– In addition to advertising, there is a location charge, security costs, labor costs, and production costs

– Usually, the event manager has a good estimate of the number of ticket sales expected

– The contract requires careful preparation because it is a legal document and will guarantee certain provisions




Figure 13-1 The Event Planning Process




Event Planning• The first stage of event planning is the

research stage and should answer the following questions:– Why should a special event be held?– Who should hold it?– Where should it be held?– What should be the focus of the event?– What outcomes are expected?

• Second stage:– Design:

• Allows freedom in creativity and the implementation of new ideas that support the objectives of the special event




Event Planning• Third Stage:

– Planning:• Determine budget• Selection of event site• Selection of accommodations• Travel arrangements• Negotiate contracts• Arrange catering• Arrange entertainment, speaker, music• Audiovisual needs• Create marketing plan• Prepare invitations and event packets




Event Planning• Coordination:

– This may be a stressful time due to unforeseen problems occurring, or it may be a truly rewarding time with a flawless execution

– Involves decision-making skills and abilities as the event progresses

• Evaluation:– Should take place during each of the stages

of the event planning process, and is a final step that can measure the success of the event in meeting the goals and objectives




Challenges

• Time management

• Financial management

• Technology

• Effective human resource management




Classifications of Special Events• Corporate events:

– Annual meetings, sales meetings, new product launches, training meetings and workshops, management meetings, press meetings, incentive meetings, and awards ceremonies

– Continues to lead the event business industry• Association Events:

– Range from a monthly luncheon to a yearly convention

– Planned 2–5 years in advance– Destination is the determining factor




Classifications of Special Events

• Charity balls and fundraising events:– Unique opportunity for the event

manager to work with the particular group or charity

– Normally, a theme is chosen for the event




Classifications of Special Events• Social Functions:

– Weddings, engagement parties, and holiday functions

– Planners or managers work on a broad variety of events

– SMERF (social, military, educational, religious, and fraternal organizations) is a category of organizations that fall into the social events category





• Fairs and Festivals:– Purpose of most fairs in the United

States is usually related to the agriculture industry

– Festivals are planned events that are often themed to the celebration’s purpose





• Concerts and sporting events:– Many concerts are planned as

fund-raisers

– Opening ceremonies, halftime, and post-game shows for sporting events provide another “arena” for an event manager to select as a career path





• Mega Events:– Mostly sporting events

• The Olympics• The World Cup• The Super Bowl• The World Series• The Masters• The U.S. Open• The British Open• US PGA Championship




Required Skills and Abilities for Event Management

• Leadership skills

• Ability to communicate with other departments

• Project management skills

• Negotiation skills

• Coordinating and delegation skills

• Budgeting skills

• Ability to multi-task

• Enthusiasm

• Effective social skills

• Ability to form contacts




Special Event Organizations• International Festivals and Events

Association:– Provides fund-raising and modern

developmental ideas to the special events industry

• Certified Festival and Event Executive: Training to enhance the level of festival management training

• Meeting Planners International: – Empowers meeting professionals to increase

their strategic value through education, clearly defined career pathways, and business growth opportunities (MPI Website)

– Offers 2 programs:• Certified Meeting Professional• Certification in Meeting Management




Special Event Organizations• Local Convention and Visitors Bureaus:

– Not-for-profit organizations– Primary functions:

• Encourage groups to hold meetings, conventions, and trade shows in the city or area it represents

• Assist those groups with meeting preparations during the event

• Encourage tourists to visit the historic, cultural, and recreational opportunities the destination offers




The Job Market

• Allow yourself to gain all the experience you can in the food and beverage aspect of the hospitality industry

• The next step is obtaining a sales position

• Laterally move to a catering sales position within a hotel




The Job Market• Now you can pursue several different

angles:– A promotion to a convention service

manager within a hotel– Moving into off-premise catering as a

sales consultant– Joining a production company– Affiliating yourself with a destination

management company (DMC)• After another 2 years creating and selling

your heart out, you will be ready for the big leagues!




Trends• The special event industry is forecasted to

grow, as clients want ever more spectacular events

• Events are increasingly more complex involving multimedia presentations, elaborate staging, and frequently upscale food and beverage service

• Technology presents both an opportunity and a challenge—an opportunity in that it can facilitate event planning and management and a challenge in that new software programs must be mastered




The End

introduction to hospitality fifth edition john r. walker chapter 13: special events

Documents

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special event slide

event managers

stage of event planning

event management events

event planning process

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