Cover Page Chapter One Introduction to Event Studies, Event Management, and Event Tourism Getz, Donald (2005) Event Management and Event Tourism 2" edition New York : Cognizant Communication This material is reproduced by permission of the author for access by students enrolled on the module Events Industry, Level 1, 2007/08. Tutor: Nicola McCullough The material may not be further distributed to any person outside the class, whether by copying or by transmission, electronically or in paper form.Chapter 1 Introduction to Event Studies, Event Management, and Event Tourism Learning Objectives # Be able to explain the field of “event studies” + Understand the essential elements and foundations of event management as a profession, Understand the nature and importance of event tourism, including the five main economic roles of events. + Know the key disciplinary perspectives on the study of events and how they contribute to event management. + Know where events fit into closely related professional fields. Learn about the nature and importance of events in society, the economy, and the environment, and how research is essential to support both event studies and event management. + Learn key terminology for the events field and the typology of planned events. Understand what makes some events"special.” Do You Want to be a Professional Event Manager? The profession of event management is exciting, fast growing, and global. It presents a kaleidoscope of opportunities for careers in public, private, and not-for-profit organiza tions, and for personal challenges and artistic creativity. You can apply your skills to all types of events in many different event facilities and settings, or concentrate on sports, festivals, meetings, exhibitions, or other specific types. The scope for invention and mobil- ity is almost limitless. Or you could start an event-related business, being a party or meeting planner, a sport ‘marketing consultant, a festival or entertainment producer. or 4 trade show designer. Knowl edge of how events are produced, managed, and marketed will give you countless oppor- tunities to provide the industry with services and products for profit. Events are also very important as social services and for fund raising to support a large number of causes, giving you scope to contribute to society and the environment. What. ever your motives and interests, there is something for you in the world of events. To start thinking seriously about event-related career paths, read the profiles of profes: sionals in this text. Also read the profiles of event-producing organizations, each of which, provides a number of career paths related to events.2 D. Gotz What Is Event Management? Event management” encompasses the planning and production of all types of events, including meetings and conventions, exhibitions, festivals and other cultural celebrations, sport competitions, entertainment spectaculass, private functions, and numerous other special events, Event managers might also be required to form and administer the organi ‘zations that produce or govern events. Skills in event management will also be useful for careers in related fields such as tourism, hospitality, arts, culture, sports, recreation, and leisure. Event management used to be a sideline to other occupations, something one did be: ‘cause events were required. Or people became event planners and managers because their Particular skills were needed, and they could adapt. All that has changed, and within the last 15 years event management has been given formal academic status in many colleges and universities. Today's event manager is better educated, much more sophisticated terms of the fundamental management skills, and more versatile. In addition, there are numerous other professionals, such as in sport, recreation, or arts management, who need to study event management in order to fulfill their responsibilities. At the same time, the cvent“industry* has surged ahead in terms of the number and size of events, their economic, cultural, and social significance, and media coverage. There is no room for unprofessional conduct, and demands for professional accountability are ever. increasing. Today's professional event manager has skills and experience that can adapt to all types of events in many different settings; i is no longer desirable or necessary to be confined to one specific event-related job within a company, facility, or organization. In this book all the fundamentals of event management are provided for the student interested in a professional career, or interested in adding event management to other Professional skill sets. Readers will first be presented in this chapter with the academic context for their profession—a field | have termed Event Studies, You will see how it necessary to draw on many other disciplines and fields, plus the basics of management. before specializing in one or more aspects of event management. Readers will also be informed of the ways in which events are produced and managed as past of sports, arts, hospitality,and other professional management careers, Chapter 2 gets to the heart of event management careers and professionalism.A number of professionals are profiled, as well as professional associations representing the key spe cializations within event management. Certification and ethics are discussed in this con In the subsequent chapters key management functions are covered in detail, including planning, organizing, marketing, and evaluation, Special attention is given to a number of topics of crucial significance within the world of events, such as risk management, project planning, sponsorship, and logistics Throughout the book the connections between events and tourism are stressed.Tourism is not covered in depth in most event management texts but I believe it is important for students of tourism to understand how events are man. aged, and for event managers to know more about the important tourism market and the tourism-related roles and impacts of events. Event Studies Not only arc events produced increasingly by professional event managers, but a ficld of study and research has recently developed 10 support this profession and its industry. Professionals calling themselves “event manager” should be able to explain what is unique about events, why they are important to society and the economy,and how they are evolv.Introduction 3 ing. If your career or job involves the production, coordination, marketing, or evaluation of ‘events, you want to know that your eflorts are important and valued, [Event studies’ is a field of research and teaching focused on the nature and importance of events in society, the economy, and the environment, Learning more about events di rectly contributes to increased professionalism in event management, Event studi rows from other field and academic disciplines, including anthropology, history, sociol ogy, psychology; leisure studies, sport and business management, art administration, geog- raphy, planning, design, and economies. Event managers,to the extent that they learn from their experiences and communicate that knowledge to others, also contribute to develop: ing the filed “Much of what has been written management, marketing, a contribution to greater understanding of the phenomenon of events, While event man- yement necessarily focuses on planned events with social or economic purpose, event studies has a somewhat broader scope of concern There are many unplanned events to be studied. Consider the protests and riots that increasingly accompany gatherings of politt cal or business leaders. Are they planned or spontaneous? Do they reflect in any way our pproach to festival production or publicity stunts? What is the boundary between what cxudo events’ and real news? In the modern world, are the dis bout ever nd impacts makes, Boorstin (1961) called “ps tinctions slipping of important? Figure 1.1 illustrates a conceptual f mework for connecting event studies, manage ‘ment fundamentals.and event manag The model was first published in the research, journal Event Management Volume 6(1), 2000, and revised in 2002 (Getz 20024), in large part to mark the changing of the journal's name from Festival Management & Event Tou: ism to Event Management. This change specifically recognized the facts that event man Level 1: FOUNDATION THE NATURE MANAGEMENI Linited duration and special p FUNDAMENTALS “nique blend of stings pro -Planning and researc vanagement. nd per “Oring ordain