CHAPTER 1:

OVERVIEW OF
EVENTS
What is an Event?
What are Special Event?
Characteristic of Event
Types of Event
WHAT IS AN EVENT?
Dictionary defines:
Anything that happen.

Events:
Things of significance that happen.
SIGNIFICANCE OF EVENT

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 mobilize resources. (Armstrong, 1986, p.11)
 There has been a dramatic growth in the number of events
staged throughout the western world.
Some reasons are:
1. Desire for positive imaging by cities / communities /
regions
2. Copycat effect emulating other successful events
3. Creation of profile / image resulting in tourism / investment
4. Government encouragement and funding for tourism /
investment
5. Specialization tourism market (event tourists)
6. Civic pride.
7. People want high quality entertainment and value for
money in limited leisure time.
WHAT ARE SPECIAL EVENT?
WHAT ARE SPECIAL EVENT?

A unique moment in time celebrated with ceremony and

ritual to satisfy specific needs.
(Goldblatt, 1990)

A special event is a one-off happening designed to meet

specific needs at any given time.
(Wilkinson)
A special event is a one-time or infrequently occurring
event outside the normal program or activities of the
sponsoring or organizing 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)
CHARACTERISTICS OF EVENT

Often once in a life time experiences for the

participants
Expensive to stage
Usually take place over a short time span
Require long and careful planning
Generally take place only once but sometimes
they are held annually.
Carry a high level of risk
Often a lot of stake for those involved,
including the event management team.
The work is demanding, exciting and
challenging, requiring a finely tuned
balance between task management and
people management.
 The team needs to be both organised and
flexible.
Events can be unpredictable and do require quick
thinking, based on sound knowledge of
procedures and options.
TYPES OF EVENT
No. Types of Events Example

1. Mega Event Olympic Games, Commonwealth Games, World Trade

Expo.
2. Hallmark Event Tamworth Country Music Festival, Sydney Gay Mardi
Gras.
3. Major Event Hyundai Hopman Cup,Telstra Rally Australia, Adelaide
Festival and Fringe,Womadelaide, Red Bull Air Race
Perth.
4. Local/Community Oakbank Easter Race Meeting Henley on Todd Dry
Event (Minor River Boat race Denilquin Ute Muster Tamworth
Event) Country Music Festival St Kilda Festival.
No. Types of Events Example

5. Sport Event Australian Open (Tennis, Golf), AFL Grand Final,

Melbourne Cup.
6. MICE (Business Meetings, Incentives, Conferences and Exhibitions
Event)
7. Civic Event Australia Day, Anzac Day celebrations
8. Exposition Australian Tourism Exchange (ATE), Motor Show, Boat
Show.
9. Fairs and Festivals St Kilda Fest, Comedy Festival,Yarra Valley Grape
Grazing.
OTHER TYPES OF EVENTS

A. Entertainment, arts and cultural festivals

B. Commercial, marketing and promotional events
C. Family events
D. Fundraising
E. Corporate events
F. Miscellaneous events
Each type of event brings with it quite different event
management problems, opportunities and challenges.
MEGA EVENT

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

Worldwide audience and exposure

Considered must-see events
 Significant economic and social effects.
Requires Someone to Decide
Political will and large public investment

Significant economic and social effects (So large

that they reverberate around the world).
Mega events are those events that are so large
that they affect whole economies and reverberate
in the global media.
 Generally targeted at international markets.
Examples:
1. Olympics
Beijing 08, London 12
2. FIFA World Cup
3. World Fairs / Expos
Their volume should exceed 1 million visits
Their capital cost should exceed $500M
Reputation as a must see event
HALLMARK EVENT

The term Hallmark events refers to those events that

become so identified with the spirit or ethos of a town, city
or region that they become synonymous with the name of
the place, and gain widespread recognition and awareness.
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.
Held in same location every time.
 Become synonymous with the location.
Designed to increase the appeal of a specific tourism
destination or region.
Such events rely for their success on
uniqueness,
status or
timely significance
To create interest and attract attention. (Ritchie,1984, p.2)
Examples: Melbourne Food and Wine
Spring Racing Carnival Festival
Melbourne International Melbourne Comedy
Festival of The Arts Festival
Australian Open AFL Grand Final
Australian F1 Grand Prix Australian International
Australian Motorcycle Air Show
Grand Prix
Bells Beach Classic
Ballarat Begonia Festival
MAJOR EVENTS
Major events are events that are capable, by their scale and media
interest, of attracting significant visitor numbers, media coverage and
economic benefits.
Those events that are capable by their scale and media interest
Attracting significant visitor numbers and media interes;
Examples:
1. Hyundai Hopman Cup
2. Telstra Rally Australia
3. Adelaide Festival and Fringe
4. Womadelaide
5. Red Bull Air Race - Perth
 Attract significant local interest and large numbers of
participants, as well as generating significant tourism
revenue.
Can attract relatively large amounts of media coverage,
economic benefits and visitors.
Generally boutique style events with limited following.
Not must-see events for all people.
LOCAL OR COMMUNITY EVENTS
MINOR EVENTS
Minor events
Often community events generated by local government.
Usually have social, cultural or entertainment objectives.
Most community product a host of festivals and events that
are targeted mainly at local audiences and staged primarily
for their social, fun and entertainment value.
 Examples:
Oak bank Easter Race Meeting
Henley on Todd Dry River Boat race
Denilquin Ute Muster
Tamworth Country Music Festival
St Kilda Festival
RSPCA 1000 paws walk
City to Surf Fun Run
Round the Bay in a Day
Newport Folk Festival
BUSINESS EVENTS (MICE)

Meetings, Incentives, Conventions, Exhibitions

Business and Trade focus
Conventions, Conferences
Trade shows
Product Launches
Seminars
Incentive Travel
LOCAL, NATIONAL OR GLOBAL?

Over the past few decades, events have become

more global and have gained greater media
exposure and huge virtual audiences
Potential for strengthening international links
Potential impact on the profile and exposure of various host cities
Potential marketing impact for sponsors

Even local events may have a global impact and may

be effected by global issues
Impact of social media
EVENT PLANNING PROCESS