PRINCIPLES AND PRACTICES OF

EVENTS MANAGEMENT




Objectives

Define the events business in relationship to the leisure, tourism and
hospitality industries.

Interpret definitions and frameworks of event management.

Distinguish the characteristics and uniqueness of events.

Appraise the perishability and intangibility of events.

Essential reading

SHONE, A., and PARRY, B., 2010. Successful event management. 3
rd
ed.
London: Thomson. Chapter 1.

WHITNEY, S., 2002.Twelve steps to sponsorship success.[online] Available
at:<URL:http://www.ISPAL.org.uk[accessed 8 Oct 2010]. See reader.


THE EVENTS BUSINESS INTRODUCTION


LONG HISTORY OF ROLE IN SOCIETY

TEDIUM OF DAILY LIFE BROKEN UP BY EVENTS
(CELEBRATIONS)

BEFORE INDUSTRIAL REVOLUTION MANY FESTIVALS AND
CARNIVALS

LOCAL EVENTS TO CELEBRATE CERTAIN TIMES OF YEAR (E.G.
RELIGIOUS HOLY DAYS)






RANGE IS STAGGING FROM OLYMPICS
GLASTONBURY - TO NAMING CEREMONY FOR
BABY NEXT DOOR

SOME EVENTS ARE TO CREATE WEALTH, OR
ECONOMIC VALUE BUT NOT THE ONLY REASON

EVENTS MANAGEMENT IS A MAJOR SERVICE
ACTIVITY




DEFINITIONS & FRAMEWORKS

TO UNDERSTAND ISSUES ABOUT MANAGING
AND ORGANISING EVENTS, NEED TO
PROVIDE A CONTEXT.

DEFINITION (SHONE & PARRY 2010)
THAT PHENOMENON ARISING FROM THOSE
NON-ROUTINE OCCASIONS WHICH HAVE
LEISURE, CULTURAL, PERSONAL OR
ORGANISATIONAL OBJECTIVES SET APART
FROM THE NORMAL ACTIVITY OF DAILY LIFE,
WHOSE PURPOSE IS TO ENLIGHTEN,
CELEBRATE, ENTERTAIN OR CHALLENGE THE
EXPERIENCE OF A GROUP OF PEOPLE.




GETZ (1997)
.. A SPECIAL EVENT IS AN OPPORTUNITY
FOR A LEISURE, SOCIAL OR CULTURAL
EXPERIENCE OUTSIDE THE NORMAL
RANGE OF CHOICES OR BEYOND
EVERYDAY EXPERIENCE.




SOME EVENTS OVERLAP ORGANISATIONAL
REQUIREMENTS AND THE EXPERIENCE OF THE
INDIVIDUAL.

1. E.G. GRADUATION.
STUDENT/FAMILY/UNIVERSITY

2. VILLAGE CARNIVAL CELEBRATES LOCAL

HERITAGE BUT ALSO MAY SATISFY TOURIST NEEDS.
.
CATEGORIES AND TYPOLOGIES (EVENTS)

LEISURE
(LEISURE, SPORT, RECREATION)

PERSONAL EVENTS
(WEDDINGS, BIRTHDAYS, ANNIVERSARIES)

CULTURAL EVENTS
(CEREMONIAL, ART, HERITAGE)

ORGANISATIONAL EVENTS
(COMMERCIAL, CHARITABLE, POLITICAL, SALES, E.G. PRODUCT
LAUNCH)
TYPOLOGY
FROM SLACK ET AL 2001

COMPARE COMPLEXITY AND UNCERTAINTY OF EVENT OUTCOMES
E.G. LOW UNCERTAINTY AND LOW COMPLEXITY (SMALL DINNER PARTY)
(INDIVIDUAL ORGANISATION)
HIGH UNCERTAINTY AND LOW COMPLEXITY
(NOTTINGHILL CARNIVAL)
(GROUP ORGANISATION)
HIGH UNCERTAINTY AND HIGH COMPLEXITY
(OLYMPIC GAMES)
INTERNATIONAL ORGANISATION) BIRTHDAY PARTY IDEA MAYBE SAME BUT
GREATER COMPLEXITY WITH 60 COMPARED TO 6.

SIZE OFTEN DICTATES WHO WILL ORGANISE.

OFTEN REQUIRES PROFESSIONAL EXPERTISE.




CHARACTERISTICS OF EVENTS UNIQUENESS

MAY REPEAT BUT VARIABLES CHANGE
UNIQUENESS OF SPECIALEVENT IS KEY TO THEM
NOT ROUTINE AND NOT BEING REPETITIVE
HOWEVER EVENTS DO RE-OCCUR (WEDDINGS /
OLYMPICS) BUT ARE DIFFERENT
PERISHABILITY OF EVENTS

CANNOT BE REPEATED EXACTLY

SOME STANDARDISATION (TRAINING SEMINAR) THOUGH
DIFFERENT AND TIME DEPENDANT

PERISHABILITY OF FACILITIES E.G. SATURDAYS MAY BE
PEAK WITH MID-WEEK AREAS UNDER-UTILISED (NO USE
DAY LOST FOR EVERY)
IMPLICATIONS FOR EVENTS MANAGER I.E. LOOKS AT
WHICH FACILITIES AND SERVICES CAN BE USED
EFFECTIVELY GIVEN INFREQUENCY OF BOOKINGS.

PRERISHABILITY OF ITEMS HAPPY BIRTHDAY RUSSELL
V HAPPY BIRTHDAY.
DIFFERENTIAL PRICING USED TO ENCOURAGE OFF-PEAK USEAGE
(E.G. CHEAPER TO HIRE EQUIPMENT DISCO EQUIPMENT)

PERISHABILITY OF SUPPLIERS; E.G. DISCO EQUIPMENT

COMMON PURPOSE TO LIMIT PERISHABILITY IMPACT







INTANGIBILITY

PRODUCTS ARE TANGIBLE

EVENTS ARE ABOUT THE
EXPERIENCE E.G. WEDDING IS THE
EXPERIENCE TANGIBLE AREA
COULD BE:
WEDDING
CAKE/PHOTOGRAPHS/VIDEO

STAYING IN HOTELS
(INTANGIBLE) BUT MAY TAKE
HOME MOMENTOES
(COMPLEMINTARY SOAP ETC)
EVENT MANAGERS SHOULD EXPLOIT THIS E.G. PROGRAMME, GUEST
LIST, CHOCOLATES



HELPS SUSTAIN PEOPLES IDEA OF HOW GOOD EVENT WAS
RITUAL AND CEREMONY


GOLDBLATT BELIEVES THIS IS KEY TO A SPECIAL EVENT
MANY EVENTS RETAIN AN HISTORICAL ELEMENT E.G. INSPECTION OF
GUARDS OF HONOUR, CHANGING OF THE GUARD (TOURISM
ATTRACTION)
TOWNS MAY CREATE NEW EVENT TO ATTRACT TOURISTS
E.G. TOWN CRIER





AMBIENCE AND SERVICE

WILL CONTRIBUTE TO SUCCESS
E.G. BASIC / PARTY PEOPLE PROVIDE THIS


SUCCESSFUL PARTY REQUIRES DECORATIONS, MUSIC,
GAMES, FOOD AND DRINK.
(VENUE: E.G. RESTAURANT, CHILDRENS PARTY).


HOWEVER DOES NOT GUARANTEE SUCCESS.



MANAGER TO ENSURE SUCCESS / ATTENTION TO
DETAIL (FOR DESIRED OUTCOME)









PERSONAL CONTACT AND
INTERACTION


WITH PRODUCTS NO ACCESS TO
THE MAKER

EVENTS ARE IN THE SERVICE
INDUSTRY

CONTACT WITH STAFF OFTEN
ENHANCES THE EVENT (QUALITY
OF THE EXPERIENCE)
AT SPORTS EVENTS CROWD INTERACTION CAN EFFECT THE
EXPERIENCE (ATMOSPHERE)

EVENT MANAGERS TO BE AWARE OF KEY INTERACTION
BETWEEN CUSTOMER / STAFF / VENUE (ENTERTAINERS)
LABOUR - INTENSIVENESS

MORE COMPLEX THE MORE LABOUR-INTENSE IN TERMS OF
ORGANSIATION AND OPERATION

COMPLICATED PLANNING NEEDS RESOURCES OFTEN EVENTS
OUT-SOURCED (EVENT MANAGEMENTCOMPANIES)
UNIQUENESS OF EVENT MEANS HIGH LEVEL OF
COMMUNICATION BETWEEN ORGANIZER AND EVENT
MANAGER.

HIGH NUMBERS MAY NEED MORE STAFF (E.G. BANQUET)

NEED TO CONSIDER PEAK OF THE EVENT (CONSIDER
PEAK DELIVERY BUT ALSO PREPARATION AND
CLOSEDOWN)
OFTEN MANAGERS FORECAST STAFF NEEDS FROM
EXPERIENCE.

ALL EVENTS DIFFERENT / STAFFING UNPREDICTABLE

EVENTS OBJECTIVES DICTATE THE STAFFING EXPERTISE
FIXED TIMESCALE

TIME WILL VARY BUT WILL BE FIXED.
MANY EVENTS ARE A SERIES OF SHORT BURSTS OF ACTIVITY, WITH
PAUSES AND BREAKS
TIMING IS IMPORTANT TO HOLD PEOPLES ATTENTION
SUMMARY


EVENTS HAVE ALWAYS HAD MAJOR ROLE IN SOCIETY.
PUBLIC HAVE INCREASED KNOWLEDGE OF EVENT AND
THEREFORE EVENT MANAGERS MUST MEET THESE INFORMED
EXPECTATIONS