presents

Events Without End: How to Create, Sustain and Celebrate a New World!

with

Professor Joe Goldblatt

Executive Director

As I was saying…

28 Years Ago.

JW Marriott Learning System

What am I Hearing?50-75% ROI

What Else Do I Need to Know?150-200% ROI

Happy New Year!New Year’s ResolutionsWrite down one personal resolution,write down one career resolution, andwrite down one hope for the future of human kind. Where is the alignment between our hopes and our personal and professional resolve (plans) to make these dreams come true?

A leader must first and foremost be a good listener.

Terry Singleton, CSEP, CDMPISES International Past President

Atlanta, Georgia

Agenda, Learning Outcomes• How to understand the evolution of special

events field from the agricultural, industrial, and post industrial (technology) economies to now become events without end.

• How to approach the fourth age of special events development.

• How to generate greater pre and post event profitability through the seamless integration of technology.

• How to develop new technological platforms to promote efficiency and profitability for your event organization.

• How to analyse mega event case studies to learn what makes the great ones great through mass media event communications.

Agenda, Learning Outcomes• How to extend and increase the guest experience

through pre and post event technological support.

• How to develop on site high touch experiences through personalization and customization of the guest experience.

• How to utilize and apply design to generate new revenue streams.

• How to measure and evaluate your success in real time to improve performance and increase funding in the future.   

Queen Margaret UniversitySchool of Business, Enterprise and ManagementInduction Presentation: Events ManagementWednesday 15th & 16th September 2010

Slangeva!1000 years

4567 Billion Years20 million planets

just like ours?

NVA Speed of Light• Evolution: From Agricultural to

Transformational to Communal• Profitable: Travel, Tourism,

Equipment, Memories• Technology: Embedded, Events

without End

• http://www.youtube.com/watch?v=ygXLm8UfKdg

The Kaleidoscope

• Kalos: Beautiful• Eidos: Shape• Scope: To Look At• Sir David Brewster, 1816,

Scotland• Charles G. Bush, 1818, USA

Our Swans

12

The Swan’s Creativity• Genus: Cygnus• Swan from svan: sound, sing!• Monogamus, they mate for life.• Hindus, “A saintly person is one who has

the ability…

To be in the world without being attached

to it.

13

Juvenal

“Rara avis in terris nigroque simillima cycno”

A good person is as rare as the black swan.

Source: Satires, VI, 165

14

Special events have the power to change the world,

one person at a time.Deborah Borsum, CSEP, CERP, CMD

ISES International Past PresidentChicago, Illinois

Black Swan Theory (Event)

• High impact,• Hard to predict,

and • Rare events.

Source: Nassim Nicholas Taleb, 2007 The Black Swan

Examples of Black Swan Theory

• World War I, • Personal Computers,• The Internet,• 11, September, 2001, and • The Global Economic Crisis

The Black Swan Outliers and the Events (Outcomes)• World War I• The Personal Computer• The Internet

• 11, September 2001

• The Global Financial Crisis

• Jet Airplane• Automation

• Global trade

• Barriers to Travel and Trade

• Collapse of Financial Markets

Post World War I and World War II

• Communications Technology• Jet Airplane• Prosperity

The Rising Tide of Special Events • 1851, The Great Exhibition in London• Improvements in Transport

Infrastructure• Increase in Commercial

Accommodation• Global trade and competition

What is the Difference Between an Event Planner, an Event Architect and an Event Curator?

40% higher fees.

Creative Influences• Disney• Marriott• Pritzker

Disney

• Architecture of Comfort

Modern Architecture

• Louis Sullivan: Form Follows Function

Post Modernist Architecture

• Frank Lloyd Wright

• John Portman, Atlanta, Georgia

“Practice isn't the thing you do once you're good. It's the thing you do that

makes you good.” Malcolm Gladwell, Outliers, The Story

of Success, 2008, Little Brown & Company

Who Would Have Predicted… This Decade’s Outliers? (2000-2010)

1. Google: (2002) 70% of all searches, $20 billion per year (turnover)

2. Wikipedia: (2001) 25 times the size of Encyclopaedia Brittanica

3. Twitter: Iran – revolutionary intervention4. Comment is Free (www.guardian.co.uk/commentisfree):

(2006) 100,000 writers, editors5. BBC iPlayer: (www.bbc/iplayer) (2007) Boundless time6. iPhone: (2007) 1 billion applications downloaded7. Craigslist (www.craigslist.org) (2000) 600 cities, the end of

newspaper classified advertising8. Facebook: 600 million people and 3 million annual events9. iTunes U (web.mit.edu/itunesu/ ): University content10. Spotify: (www.spotify.com) 6 million music tracksSource: The Guardian, (2010)

29

Technology will have the greatest future impact upon the special events industry.

Tim Lundy, CSEPISES International Past President

Highlands, North Carolina

“By the time the average person finishes college, he or she will have taken over 2,600 tests, quizzes, and exams. The right answer approach becomes deeply ingrained in our thinking. This may be fine for some mathematical problems where there is in fact only one right answer. The difficulty is that most of life isn’t this way. Life is ambiguous; there are many right answers- all depending on what you’re looking for. But if you think there is only one right answer, then you’ll stop looking as soon as you find one.”

Reverse Thinking

• What is the antithesis of your idea?• Swimming with water.• Swimming with no water.

“Creativity is not just about connecting things. Creative people connect experiences they’ve had and synthesize new things.” Steve Jobs, 1955-2011

“

Alvin Toffler’s Third Wave and Future Shock• First Wave: Agrarian (18th century)• Second Wave: Industrial revolution

(19th century)• Third Wave: Post Industrial

(information) (mid 20th century)• Future Shock: Too much change in

too short a period of time (1963)

Eventology and the Experience Economy

AgriculturalIndustrialService

ExperienceTransformation

Community – Communal Communitas

Source: Pine & Gilmore, 2000

35

Positing The Fourth Wave

• Events without end.• Convergence and hybridization of face

to face and virtual.• Black Swans flying in formation.

Five Phases of the Next Shock for Special Events and their New Revenue Streams 1. Teasing and Flirting (Internet)2. Group Dating (Internet and Some

Face to Face)3. Individual Romancing (Face to Face)4. Relating (Internet and Face to Face)5. Mating for Life (Internet)

1. Teasing and Flirting• Data mining• Information architecture• Push or Pull?$ Cooperative advertising?

2. Group Dating• The offer• The location• The dream$ Micro pre events, auxiliary programmes, transport and accommodations

3. Individual Romancing• The destination• The dream fulfilled• The magic and mystery revealed$ Pre events, transport, accommodations, fees, post events

4. Relating• The conversation continues ad

infinitum• Avoiding collision• Promoting collaboration$ On line networks, advertising, webinars, MOOCS, qualifications

5. Mating for Life• Staying in touch (CRM)• Refreshment• Realignment• Providing solutions• Creating new opportunities for

personal and professional growth $ New programme development, new services offered for additional fees, new multi generational events created

The experience the guest enjoys from fresh

ingredients prepared on site in their presence is

paramount. Michael Loshin, JD

ISES International Past President

Ageing: Emphasis on Sense of Taste

The Special Event T

he S

peci

al Event

New Event Enterprises

• ASAE, ICCA, MPI, PCMA focus on nutritious and healthy meals for delegates.

• Customization of meals.• Thrive Meetings & Events• Smart, Green & Delicious.

Tracey Stuckrath, CSEP,CMM, CHC, CFPM

Meals During Lent• Offer options. Giving extra choices between entrees can help

diners accommodate their individual sacrifices while allowing others to enjoy their traditional favourites.

• Include vegetarian meals. Since meat is such a commonly avoided food during Lent, it makes sense to include tasty vegetarian choice that also provides protein.

• Go vegan. Vegan options make it easy to let those who give up meat and/or dairy follow their special diets without complication. But, again, make sure you include a protein.

• Simplify dessert. Let participants opt for a fresh fruit dessert, and consider serving dairy-based toppings on the side during this period.

• Think a la carte. In Lent, it may be easiest to offer as much of an a la carte approach as possible to maximize individual choice.

Source: www.thrivemeetings.com

Victor Turner…Communitas in rituals refers to

liminality (time out of time), marginality, inferiority, and

equality.

Source: Mathieu Deflem, Ritual, Anti-Structure, and Religion: A Discussion of Victor Turner's Processnal Symbolic Analysis, Journal for the Scientific Study of Religion , 30(1):1-25, (1991), Victor Turner,

48

Dinner Anyone?

Dinner Anyone?Restaurant in Brussels

A Little Music…

A successful event professional must also be a successful business person.

Lena Malouf, CSEP, AIFDISES International Past President

Five Creative Event Forces and Trends1. Ageing2. Education3. Creativity - Innovation4. Technology5. Sustainability

Mobile applications and the World Wide Web will connect and bring more and more people to events

than ever before.

Carol McKibbenISES International Past President

Founding Director, The Special Event

Design Event Mobile Apps for the Rager Ager• Physical Ease• Aide de Memoire• Engagement and Exercise

Ageing Gypsies

Let’s Party!

Event Apps

• Anywhere, Anytime• Life long learning• Blended learning

M+EWhereWhenWhatWhoHow

Technology

Taiwan Shake to Share

http://www.youtube.com/watch?v=dI-sHrvuAkw

Welcome to the New MICE World

http://www.youtube.com/watch?v=rUikIfIVO-0

3D Digital Mapping

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3D DIGITAL MAPPING

Mega Events • Super Bowl• Olympic Games• Marathons• World Fairs• Togetherness - Togethering

The bigger events become, the more targeted they will be to

satisfy individual tastes.Frank Supovitz

Senior Vice President for EventsNational Football League

Celebration Vacations

• In a national survey of approximately 4,600 adults conducted by Ypartnership in June 2008, almost three-quarters (70%) revealed they have taken a vacation primarily to celebrate a special occasion. Adults less than 35 years of age (75%) were more likely to have taken such a vacation than adults over 55 years of age (69%).

Source: www.ypartnership.com

Celebration Vacations- A "milestone" anniversary - 78%;- Honeymoon - 75%;- Family reunion - 70%;- First vacation with children - 67%;- Wedding - 65%;- Joining of families/family honeymoon - 63%;- A "milestone" birthday - 59%;- Anniversary - 57%;- Retirement - 55%;- School or College Reunion - 54%;- Quinceaneras - 54%;- School Graduation - 51%;- Bar/Bat Mitzvah - 50%.

Source: YPartnership, 4600 adults, June 2008

Green and Growing

Summary

• Keeping Pace with Tomorrow • Creativity is Connectivity• Connectivity is Synergy• Synergy is…

Event Demand Forces and Trends: Health & Ageing

Marathon 30th Wedding Anniversary

Uganda, The Mountains of the Moon

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A Kaleidoscopic Renaissance for EVENTS• Kinship and Family• Pride• Courage• Remembrance• Transmission to Future Generations• Magic and Mystery

Students of planned events are our future. Through

their future events, a better world may emerge.

Richard Aaron, CSEP, CMPFounding President

SEARCH Foundation

Thank you.

ReferencesFlorida, Richard (2003) The Rise of the Creative Class, Basic Books: New York, New York

Getz, Donald (2007) Event Studies, Butterworth Heinemann: Oxford, UK

Gladwell, Malcolm (2008) Outliers: The Story of Success, New York: Little Brown & Company

Goldblatt, Joe (2000) Events Beyond 2000, Setting the Agenda, University of Technology Sydney, Australia

Goldblatt, Joe (1989) Special Events, the Art and Science of Celebration, Van Nostrand Reinhold: New York, New York

Goldblatt, Joe (2004) Special Events, Event Leadership for a New World, John Wiley & Sons: New York, New York

Goldblatt, Joe (2007) Special Events, The Roots and Wings of Celebration, John Wiley & Sons: New York, New York

Jago, Leo (2007) The Impacts of Events, Triple Bottom Line Event Evaluation, Sustainable Tourism Cooperative Research Centre: Australia

Juvenal, first century, Satire.

Leazes, Frank J., Mott, Mark T. (2004 ) Providence the Renaissance City, Northeastern: MA

Taleeb, Nicholas Nasseem, (2007) Theory of the Black Swan, The Impact of the Highly Improbable.

Trip, Jan Jacob (2007) Assessing Quality of Place, A Comparative Analysis of Amsterdam and Rotterdam, 29 ( 5) , 501-517, Journal of Urban Affairs

Turner, Victor (1967) The Forest of Symbols, Aspects of Ndembu Rituals, Cornell University Press: Ithaca, New York

Wolfram, Stephen (2002) A New Kind of Science, Wolfram Media

Questions, Answers and Discussion

Hopes and Dreams + Plans = Magic and Mystery

75

el profesorDoctor Joe Goldblatt

Executive Directorjgoldblatt@qmu.ac.uk

Slangeva!Cheers to the Next 5 Billion Years of Special Events!