Introduction to Event Management

• Event management involves project management and includes organizing and managing events.
• Events can be festivals, conferences, weddings, formal parties, concerts, seminars, and conventions.
• Event management can promote a product, service, or idea.
• It can be used as a promotional tool to launch or market a product or service.

Event Management Details

• Event management includes attention to the event brand.
• Identifying who is the target audience is important.
• It requires the formulation of the event concept.
• Event logistics must be thoroughly planned.
• Coordinating technical aspects before the launch is essential.
• A post-event analysis is needed to ensure a return on investment.

Event Activities

• Management of an event requires the inclusion of all activities
• This includes site and theme selection.
• Stage requirements, transportation, and budgeting must be handled.
• Scheduling, catering arrangements, and vendor coordination are important.
• Emergency plans also need to be in place.
• Networking with PR, ticketing, and sales activities.
• Planning and execution is needed for each event.

Definition of Events

• An event is an occurrence of great importance.
• Events showcase achievements or launches.
• Events are public gatherings for business or social purposes.
• A well-executed event builds reputation and expands client base.
• A special event is designed to meet specific needs at a given time.
• Special events are one-time or infrequent events.
• They occur outside normal programs or activities of an organization.
• Customers or guests can have a leisure, social, or cultural experience outside the normal everyday experience.

Types of Events

• Events in leisure, business and related fields vary greatly.
• They include festivals and carnivals with music and arts.
• Examples are trade exhibitions and career fairs.
• Also sports competitions and tournaments.
• Plus environmental days, marathons and parades.
• Shows and displays such as firework and artistic shows, and museum displays also count.
• Caravan and motoring rallies such as the Monte Carlo Rally are also events.
• Seminars and conferences also constitute different event types.

Corporate Events

• Corporate events can last a single day, or multiple days.
• They can depend on their specific purpose and requirements.
• Corporate events bring business stakeholders together.
• They can celebrate success and introduce new ideas, initiatives, or products.
• Corporate events include trade shows, conferences, workshops, and seminars.
• Also incentive programs, appreciation events, team building, and board or shareholder meetings.

Size of Events

• Events can be classified based on size or type.

Mega-Events

• Mega-events are large-scale events that target international markets.
• These events attract millions of visitors to the host city.
• Examples include the Olympic Games and the World Cup Soccer.
• They have a yield in increased tourism, media coverage, and economic impact.
• The costs for mega-events are difficult to calculate because of the number of stakeholders involved.

Hallmark Events

• Hallmark events increase the appeal of a destination or region.
• These events are linked with the host location thereby forming part of its image and branding.
• Examples include the Tamworth Country Music Festival and the Adelaide Festival of Arts
• These are destinations that achieve market positioning through annual events.
• Governments and community leaders support hallmark events, because they have positive impacts on the local economy.

Major Events

• Major events attract local interest and a large number of participants.
• They also generate revenue.
• Cross The Tracks Festival in London is an example.
• It is London's Jazz, funk, soul and hip-hop music festival spread across 7 stages.
• The festival has over 60 artists and attracts an audience of 375,000 people over five days.

Minor Events

• Minor events are annual events in town.
• They include meetings, parties, sporting awards.
• Also celebrations, award ceremonies.
• Plus other community and social events.

Questions Before Organising

• Before organizing an event it’s useful to ask questions.
• Why is the event needed?
• What is the precise nature of the event?
• When will it be held?
• Where will it be held?
• How can the event be achieved?
• Who will organize, attend or participate, or pay?
• How will the event be publicized?
• Will it interest the media?
• Is it attractive to a sponsor?
• Is there another similar event?

Focus of Questions

• Understanding why there is real reason for the event is important.
• This is especially important for spending resources on it.

Scheduling

• Events should be scheduled far enough in advance for you to achieve it.
• It is important to consider the time of year.
• Also the day of the week, the hour of the day, and relationship to other similar events in different calendars.
• The time and date are important if there is television or media coverage.

Location Consideration

• Geographical location and venue are vital.
• Any event must have transport links.
• Transportation should be public and private.
• The venue should be easy to find.
• Customers expect a venue to be high standard and comfortable.

Resource Considerations

• Staging an event requires resources.
• There must be personnel, structure, support services.
• Overall commitmentis requiredd in order to proceed.

Financial Considerations

• Events need funding for success.
• Budgeting income and expenditure is important to cover all possible areas.

Personnel

• Events need people, leadership, organization and hard work.
• An event organizer combines administrator, planner, information coordinator, field operative, crisis manager, and management consultant roles.
• Other people to consider are audience members and fundraisers, watchers, attendees, participants, sponsors.

Events Aims

• Events should play a part in economic regeneration.
• Events should heighten the area’s profile.
• Aim to identify the area's potential.
• Encouraging participation aims for long-term benefits.
• Increase visitor numbers and tourism expenditure.
• Enhance the image of the event.
• Generate employment from organising events.

Events Objectives

• To break the event into manageable steps.
• Have measurable acheivements.
• It is vital that objectives are set, agreed and understood.
• Commitment leads to reaching targets.
• Objectives should be simple, and achievable.
• Avoid any confusion.

Events Objectives SMART

• Specific to the event
• Measurable in statistical terms
• Agreed by those involved
• Realistic and relevant in the resources available
• Timed around a schedule

Defining objectives

• Definition of objectives should assist in establishing an organisational structure.
• Targets should have people who are responisible for attaining them.