LECTURE 1

INTRODUCTION

DEFINING THE EVENT

Special Event Management

BMO5401

Prescribed Text

Allen, J., O’Toole, W., Harris, R, McDonnell, I.

Festival and Special Event Management,

4th edition. Wiley Books, Brisbane 2008

Key Study Areas within Events

EconomicsPlanningMarketing & PromotionSponsorshipSafety and RiskEvaluation – TBL / I/O SustainabilityCulture

Overview of Events Management

Some Definitions of Events The Nature and Significance of EventsWhy Events are HeldForces and Trends in EventsThe Role of Event ManagersLeadership Personalities

Key Roles within the Events “industry”

Event co-ordinator Event sales executive Event production assistant Production Manager Event manager Hiring assistant Venue manager Creative director Operations Manager Conference organiser Public Relations executive

Definitions of Events

“A unique moment in time celebrated with ceremony and ritual to satisfy specific needs.”

(Goldblatt, 1990) “A special event is a one-time or infrequently

occurring event outside the normal program or activities of the sponsoring or organising body.” (Getz, 1997)

“To the customer or guest, a special event is an opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience.”

(Getz, 1997)

Event Generators

Federal Government Civic celebrations, Australia Day, Anzac Day, Centenary of Federation

Event Corporations Major Events – focus on sporting and cultural eventsFINA, F1, Red Bull Air-race, Womadelaide

Public Space authorities Public entertainment, leisure and recreation events(Federation Square, Darling Harbour, Olympic Park)

Tourism Festivals, special interest and lifestyle events, destinational promotions (Talkabout, Outback cattle drove)

Convention Bureaus Meetings, Incentives, Conferences, Exhibitions

Arts Arts festivals, touring programs, themed art exhibitions(Winter Masters, Australian Impressionism, Living Artists week)

Ethnic Affairs Ethnic festivals, Full Moon festival, Chinese New Year

Sport and Recreation Sporting events, national and state sporting competitions

Racing and Gaming Racing meetings and racing carnivals(Spring racing carnival)

Economic Development Industry development and job creation benefitsIT and Biotech conference

Local Government Community Events, local festivals and fairs

Types of Events

Civic EventsAustralia Day, Anzac Day celebrations

Mega EventsOlympic Games, Commonwealth Games, World Trade Expo

Sporting EventsAustralian Open (Tennis, Golf), AFL Grand Final,Melbourne Cup

Hallmark Events

ExpositionsAustralian Tourism Exchange (ATE), Motor Show, Boat Show

MICE EventsMeetings, Incentives, Conferences and Exhibitions

Fairs and FestivalsSt Kilda Fest, Gay and Lesbian Mardi Gras, Comedy Festival, Yarra Valley Grape Grazing

Events and their role in place promotion

Hallmark or mega Events have a role in place promotion

Events such as these are seen by millions. This industry has mirrored the explosive growth of media, entertainment, and tourism (Stedman, 2001) and the merging of all three.

Made for TV events Sports Tourism (Fanatics)

Key outcomes expected of Hallmark/Mega events:

Increase global awareness Stimulate regional economic growth Long term imagery enhancement Increase community pride of region

Types of Events (Figure 1.2 p12 Allen et al.)

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Size of event

Local/community Major Hallmark Mega-event

Mega Events (broad overview)

Significant Events So large that they “reverberate around the world”

Olympics – Beijing 08, London 12

FIFA World CupWorld Fairs / Expos

Their volume should exceed 1 million visits Their capital cost should exceed $500M Reputation as a “must see” event

Mega Events - Characteristics

Mega events (not always clearly defined)Long lead in time:

Australia is currently aiming for 2018 FIFA World Cup of Soccer

Requiring investment in infrastructure Transport Systems, venues, airports

Global audience via Media, Print/TV/Internet Marketed to the world

Requires Someone to Decide Political will and large public investment

Some of Victoria’s Hallmark Events

Spring Racing Carnival Melbourne

International Festival of The Arts

Australian Open Australian F1 Grand

Prix Australian Motorcycle

Grand Prix Ballarat Begonia

Festival

Melbourne Food and Wine Festival

Melbourne Comedy Festival

AFL Grand Final Australian International

Air Show Bells Beach Classic

Hallmark Events

“Major one-time or recurring events of limited duration, developed primarily to enhance the awareness, appeal and

profitability of a tourism destination in the short and / or long term.

Such events rely for their success on uniqueness, status or timely significance

to create interest and attract attention.” (Ritchie,1984, p.2)

Hallmark Events

Major Events

Those events that are capable by their scale and media interest of attracting significant visitor numbers and media

interest:

Hyundai Hopman CupTelstra Rally AustraliaAdelaide Festival and FringeWomadelaideRed Bull Air Race - Perth

Local or Community Events

Oakbank Easter Race MeetingHenley on Todd Dry River Boat raceDenilquin Ute MusterTamworth Country Music FestivalSt Kilda FestivalRSPCA 1000 paws walkCity to Surf Fun RunRound the Bay in a DayNewport Folk Festival

Business Events (MICE)

Meetings, Incentives, Conventions, Exhibitions

Business and Trade focusConventions, ConferencesTrade showsProduct LaunchesSeminars Incentive Travel

The Nature & Significance of Events

•Events are becoming an essential component of local, regional national tourism promotion. (Frisby & Getz,1989)

•They also provide an opportunity to •display local skills and cultural attitudes, •improve the reputation of a city beyond its boundaries and •demonstrate civic pride and•the ability to mobilise resources. (Armstrong, 1986, p.11)

The Nature & Significance of Events

• Events are becoming an essential component of local, regional national tourism promotion. (Frisby & Getz,1989)

• They also provide an opportunity to • display local skills and cultural attitudes, • improve the reputation of a city beyond its boundaries and • demonstrate civic pride and• the ability to mobilise resources. (Armstrong, 1986, p.11)

The Nature & Significance of Events

There has been a dramatic growth in the number ofevents staged throughout the western world. Somereasons are:

• Desire for ‘positive imaging’ by cities / communities / regions• “Copycat” effect – emulating other successful events• Creation of profile / image resulting in tourism / investment• Government encouragement and funding for tourism / investment• Specialisation – tourism market (event tourists)• Civic pride• People want high quality entertainment and value for money in limited leisure time

The Nature & Significance of Events

Why Events Are Held?

Traditionally most have been Government or semi-government agencies, “not-for-profit”, or Community based organisations

Increasingly organised by “for-profit” companies, economic development and tourism agencies, resort and facilities managers

Many held by government or community service organisation and are oriented towards leisure, sport, cultural, economic, environmental or social

goals, usually free or inexpensive and aimed at a wide audience

Why Events Are Held?

Event entrepreneurs aim to make money through admission charges,

merchandising, sponsorship and media revenue

Other reasons include; to support charities, the arts, political parties or community projects

Also meetings, conventions, seminars, grand-openings,

etc which often support on-going activities of the

business of government or corporations

Forces and Trends in Events

Continued GrowthStrategic Event

DevelopmentSpecial Purpose Event

VenuesSponsorshipAccountabilityControversy

ProfessionalismPrivate SectorBottom Line OrientationTechnology and MediaValues and

MulticulturalismTravel and Tourism

Role of Event Managers?

Just About Everything!!Lay the groundwork for the Event (initial

planning)Set up operationsCoordinate for success, by:Ensuring the planning is thoroughManaging people and resources efficiently

and effectivelyRemaining focused on the vision and

achieving the planned objectives

Managers ?

As Managers they: Plan Lead Organise Control StaffPersonality types: “the Field Marshal” Alternative Conceptions of the Event Manager?

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Tutorial Questions

Why are special events created? What purpose do they serve in society?

Do special events mirror changes in society or do they have a role in creating and changing values. Give examples to illustrate your answers.

Identify an event in your own city or region that has the capacity to be a hallmark event. Give your reasons for placing it in this category.

Tutorial Questions

Identify a traditional event that has been running in your city of origin or region for many years, decades or perhaps even longer.

How and why was the event started? How has it changed over time?

Tutorial Questions

Why have special events emerged so strongly in recent years in Australia?

What are the key political, cultural and social trends that determine the current climate of events in Australia? How would you expect these trends to influence the

nature of events in the coming years?

Tutorial Questions

Identify a global event in your region that takes place either simultaneously or consecutively

in a number of different regions or countries.

Identify who owns the event, Discuss how it is transmitted from one region to

another.