Event Management: Foundations & Studies

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Questions and Answers

According to historical foundations, what aspects of human needs and aspirations do celebrations highlight?

Traditions of a culture, heritage of a people or place, beliefs about the unexplainable, and human excellence through performance and competition.

What elements do festivals typically include and incorporate?

Music, dance, art, competition, religious beliefs or superstition, and performance/participation.

How is 'Event Studies' defined according to Getz & Page (2024)?

Event Studies is defined by its holistic approach towards events as a phenomenon, including all the issues surrounding planned events, in addition to their management, design, and production.

What key concept did Pine and Gilmore's (1999) book 'The Experience Economy' advanceregarding businesses and customer engagement?

<p>They argued that businesses need to create experiences that are memorable, embodying entertainment, education, aesthetics, immersion, and escapism, moving beyond merely providing services.</p> Signup and view all the answers

Events are a relatively recent phenomenon, emerging only in modern societies.

<p>False (B)</p> Signup and view all the answers

List the three key knowledge domains identified for event management education and training.

<ol> <li>Event contexts, concept development (general background of industry)</li> <li>Planning (knowledge of administration and marketing)</li> <li>Event operations and evaluation</li> </ol> Signup and view all the answers

What defines a religious event as a type of event?

<p>It is considered the oldest event form and is found worldwide.</p> Signup and view all the answers

Match the event industry role with its description.

<p>Event Director = Senior role in charge of a program of event Event Manager = Person with overall responsibility for the planning and execution of an event Event Coordinator = Person responsible for a given aspect of an event Event Assistant = Entry-level position in the industry working under supervision</p> Signup and view all the answers

What is the purpose of a cultural event?

<p>To celebrate culture and integrate communities and people.</p> Signup and view all the answers

What is the primary goal of special events organized by communities or festival organizers?

<p>To develop recognition for the local community.</p> Signup and view all the answers

Define a festival.

<p>A festival is a gathering of a community or an event centered on a theme, held for a limited period, often using historical and cultural themes to attract visitors annually.</p> Signup and view all the answers

What are the three phases of the event cycle?

<ol> <li>The planning phase</li> <li>The delivery phase</li> <li>The evaluation phase</li> </ol> Signup and view all the answers

What are the initial key tasks during the planning phase of an event?

<p>Establish a formal strategic plan, implement operational plans, and develop the event objectives.</p> Signup and view all the answers

In the context of event stakeholders, who are typically classified as 'Owners'?

<p>Owners can exist for all event types and sectors. For for-profit, corporate, and not-for-profit events, they tend to be company shareholders.</p> Signup and view all the answers

How are 'Customers or Consumers' typically involved in events as stakeholders?

<p>They often pay to attend (e.g., festivals, private exhibitions) and experience the event as guests or delegates (e.g., weddings, conferences).</p> Signup and view all the answers

What role do 'Sponsors' play as event stakeholders, and what do they typically seek?

<p>Sponsors are often commercial organizations providing funding. They seek a return on their investment, usually through promotion and publicity benefits for their company name and products.</p> Signup and view all the answers

Who are 'Event Buyers'?

<p>Generally the individual, company, or organization holding the budget and purchasing the event services.</p> Signup and view all the answers

What function do 'Event Agencies/intermediaries' perform?

<p>They serve as the 'middleman', bridging the gap from the event buyer to the supplier.</p> Signup and view all the answers

Who are 'Suppliers' in the context of events?

<p>Those providing what is needed for an event (e.g., venues, catering, AV equipment).</p> Signup and view all the answers

What is the main characteristic defining a 'Mega event'?

<p>Attracting at least 1 million visitors and costing at least $500 million.</p> Signup and view all the answers

What distinguishes a 'Special event'?

<p>An infrequent event that goes beyond everyday experience.</p> Signup and view all the answers

What defines a 'Hallmark event'?

<p>A one-time or recurring event with limited duration that can appeal to a specific area for tourism.</p> Signup and view all the answers

According to Conway (2009), what activities lead to detailed plans and better development for successful event delivery?

<p>Investigation, research, and decision making.</p> Signup and view all the answers

What is one basic activity involved in monitoring an event on-site?

<p>Calculate the time of all activities.</p> Signup and view all the answers

What is a key recommendation when planning the food for a private or gala dinner?

<p>Arrange food tastings beforehand whenever possible.</p> Signup and view all the answers

What information should be included in a working document for an event?

<p>Contact information for all event stakeholders, venue capacities, and transportation details.</p> Signup and view all the answers

What details are typically included in a venue report for an event?

<p>Accommodations, dinner table allocations, and allocation of activities (e.g., team games).</p> Signup and view all the answers

What are two primary considerations in staff planning for an event?

<p>Determine any required skills needed for the event and clarify job expectations and develop skills needed to complete job responsibilities.</p> Signup and view all the answers

What are two key activities for managing stakeholders on-site during an event?

<p>Conducting staff briefings and handling Press &amp; Public Relations (PR) requirements.</p> Signup and view all the answers

List three ways events can be utilized for press and public relations.

<p>As promotional tools for companies, for employee relations (e.g., parties, picnics, incentive travel), and for investor/donor relations (e.g., annual reports/meetings, CSR programs).</p> Signup and view all the answers

Why is it important to evaluate events?

<p>To learn lessons from various stakeholders, to use data to improve future events, and to enable a better understanding of audience psychology and motivation for attending events.</p> Signup and view all the answers

What opportunity does a debrief provide when securing future business with a client?

<p>It offers an opportunity for an open and honest discussion with the budget holder, and to examine the possible causes if any negative feedback is received.</p> Signup and view all the answers

What are identified as important motives for audiences attending events?

<p>Celebration and escape.</p> Signup and view all the answers

Provide examples of unethical practices in the event industry.

<p>Making up prices or overpricing, overbooking, and discrimination of guests.</p> Signup and view all the answers

Identify key ethical considerations in event management.

<p>Confidentiality of information, handling of databases, personal data aspects, disposing of discarded goods responsibly, and care of guests and staff.</p> Signup and view all the answers

List three common methods or tools used for event evaluation.

<p>e-questionnaire or online survey, internal team feedback, interviews.</p> Signup and view all the answers

What key metrics should an event evaluation report ideally illustrate?

<p>The event's return on investment (ROI) and return on objective (ROO).</p> Signup and view all the answers

What principles constitute good practice in event-related research?

<p>Confidentiality of information/agreement, data protection, and honesty, integrity, and transparency.</p> Signup and view all the answers

What does the acronym SMART stand for when setting event objectives?

<p>Specific, Measurable, Agreed, Realistic, Timed.</p> Signup and view all the answers

Quantitative research in events typically involves unstructured questions and in-depth interviews.

<p>False (B)</p> Signup and view all the answers

How is market research utilized in the context of event management?

<p>To learn valuable lessons from stakeholder feedback, use data to improve future events, and better understand audience psychology and motivation.</p> Signup and view all the answers

What is the main purpose of a feasibility study for a proposed event project?

<p>To analyze the viability of the event idea, focusing on answering the essential question: &quot;should we proceed with the proposed project idea?&quot;</p> Signup and view all the answers

List three useful ways to gather information during the event planning or research phase.

<p>Group meetings and discussions, meetings with key people and community leaders, reviewing previous written material and other documentation.</p> Signup and view all the answers

What is the primary objective of the event bid process?

<p>To demonstrate that the bidding organization has the capability and resources to stage the event.</p> Signup and view all the answers

Identify key factors influencing destination choice for events.

<p>A high level of economic development and strong economy, seasonality and climate, and current market trends.</p> Signup and view all the answers

What are some common items included in a Request for Proposal (RFP) for an event?

<p>Technical requirements, risk management plan, and event evaluation methods.</p> Signup and view all the answers

In destination branding for events, who is responsible for communicating the message to the target market?

<p>It is up to the tourist authorities.</p> Signup and view all the answers

List key stakeholders typically involved in the event bidding process.

<p>Event owners (rights holders), Organizing Committees (e.g., FIFA, IOC), national government agencies for tourism promotion, business and investment promotion agencies, and event sponsors.</p> Signup and view all the answers

What are the four main phases of the project process in event management?

<p>Initiation, Conceptualization, Planning, Implementation.</p> Signup and view all the answers

Identify time management tools commonly used during the event bid process.

<p>A Gantt chart, critical path analysis, assigning roles and responsibilities, and custom-made project management systems.</p> Signup and view all the answers

What information is typically included in a Request for Information (RFI) related to events?

<p>Executive summary/statement, company credentials (accreditation, qualifications, organizational structure), company financial details/projected target forecasts, and quality assurance details.</p> Signup and view all the answers

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Flashcards

Event Studies

Holistic approach to events including management, design & production.

Experience Economy

Businesses must create experiences embodying entertainment, education, aesthetics, immersion, and escapism.

Event Director

The senior leader in charge of running an event.

Event Manager

Person ultimately responsible for the planning and execution of an event.

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Event Coordinator

Person responsible for a given aspect of an event.

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Event Assistant

Entry-level position in the event industry working under supervision.

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Religious Event

Oldest event form, found worldwide

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Cultural Event

Celebrates culture, integrates communities and people.

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Festival

Gathering centered on a theme, held for a limited period.

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Planning Phase

First phase of the event cycle

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Delivery Phase

Second phase of the event cycle

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Evaluation Phase

Final step to ensure success

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Event Buyers

Individual, company, or organization holding the budget and purchasing event services

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Event Agencies/Intermediaries

Serve as the 'middleman', bridging the gap from buyer to supplier.

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Suppliers

Those providing what is needed for an event.

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Mega Events

1 million visitors, cost at least $500 million

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Special Events

An infrequent event beyond everyday experience

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Hallmark Events

One time or recurring events with limited duration, can appeal to a specific area for tourism

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Evaluation Report

Should illustrate the event's return on investment (ROI) & return on objective (ROO)

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Feasibility Study

Analysis of an idea with a focus on helping answer the essential question of should we proceed with the proposed project idea?

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Study Notes

Week 1: Historical Foundations

  • Celebrations highlight traditions, heritage, beliefs about the unexplainable, and human excellence.
  • Festivals incorporate music, dance, art, competition, religious beliefs/superstition, performance, and participation.

Week 2: Event Studies

  • Event Studies: a holistic approach to events including management, design, and production (Getz & Page, 2024).
  • The Experience Economy (Pine & Gilmore, 1999) argues businesses must create memorable experiences embodying entertainment, education, aesthetics, immersion, and escapism beyond just service.
  • Frameworks for understanding events include timelessness, global importance, and professional practice of event management/tourism.

Event Management

  • Knowledge domains include event contexts, concept development, planning, operations, and evaluation.
  • Event Director: in charge of a program event.
  • Event Manager: responsible for planning and executing an event.
  • Event Coordinator: responsible for a specific aspect of an event.
  • Event Assistant: entry-level position in the industry.

Special Events & Festivals

  • Special Events gained government recognition for their economic and promotional value in the late 20s.
  • Religious events are the oldest form of events, found worldwide.
  • Cultural events celebrate culture and integrate communities.
  • Musical events include various festivals and outdoor concerts.
  • Special events aim to develop recognition for the local community and festival organizers including historical and cultural themes to attract visitors.
  • Festivals defined as community gatherings centered on a theme.

Week 3: Event Cycle

  • Three phases of the event cycle: Planning, Delivery, and Evaluation.
  • The planning phase involves establishing a strategic plan, implementing operational plans, and developing event objectives.

Event Stakeholders

  • Event stakeholders include owners, customers/consumers, and sponsors, with distinct roles and interests.
  • Owners are in all event types and sectors.
  • Customers/Consumers pay to attend events like exhibitions or experience events like weddings.
  • Sponsors are commercial organizations seeking promotion and publicity benefits.

Event Buyers & Intermediaries

  • Event buyers are individuals, companies, or organizations holding the budget for event services.
  • Event agencies/intermediaries bridge the gap between buyer and supplier and act as the "middleman".
  • Suppliers provide what is needed for an event.

Mega, Special, and Hallmark Events

  • Mega events attract 1 million visitors and cost at least $500 million.
  • Special events are infrequent and beyond everyday experience.
  • Hallmark events are one-time or recurring events with limited duration appealing to a specific area for tourism.

Week 4: On-Site Delivery

  • Conway (2009) stated that investigation, research, and decision-making lead to detailed plans for successful event delivery.

Monitoring, Recommendations

  • Monitoring the event on-site involves calculating the time of all activities.
  • Private/gala dinner recommendations include arranging food tastings beforehand.

Event Documentation

  • Working documents include contact information, venue capacities, and transportation details.
  • Venue reports cover accommodations, dinner table allocations, and activity allocations.

Staff Planning & Management

  • Staff planning involves determining required skills and clarifying job expectations.
  • On-site management includes staff briefings and handling press/public relations.

Press & Public Relations

  • Events serve as promotional tools along with employee and investor/donor relations.

Event Evaluation

  • Event evaluation is essential to learn from stakeholders, improve future events, and understand audience motivation.

Securing Future Business

  • Securing future business with clients involves open discussions and examining feedback during debriefs.

Audience Motivation

  • Celebration and escape are important motives for attendees.

Unethical Practices

  • Unethical practices include overpricing and discrimination of guests.

Ethical Considerations

  • Ethical considerations include confidentiality, handling databases, disposing of goods, and guest/staff care.

Evaluation Methods

  • Evaluation methods include e-questionnaires, team feedback, and interviews.
  • Evaluation reports should illustrate return on investment (ROI) and return on objective (ROO).

Research Best Practices

  • Good research practice includes confidentiality, data protection, honesty, integrity, and transparency.

SWOT & Data Sources

  • SWOT analysis considers strengths, weaknesses, opportunities, and threats during event planning.
  • Secondary data sources include industry, government, target audience, customers, and sponsors.

SMART Objectives

  • SMART objectives are Specific, Measurable, Agreed, Realistic, and Timed.

Quantitative Research

  • Quantitative research is conducted using online questionnaires with structured questions.

Feasibility Study

  • A feasibility study analyzes the viability of a project idea.

Information Gathering

  • Gathering information involves group meetings/discussions, meetings with key people/leaders, and reviewing past material.

Observation

  • Observing the setting, venue, and location are important for gathering information.

Bid Process & Destination

  • The bid process demonstrates the organization's ability to stage the event.
  • Key factors in destination choice include economic development, seasonality/climate, and market trends.

Items for RFP & Branding

  • RFP inclusions are technical requirements, risk management, and evaluation methods.
  • Destination branding communicates messages to target markets to create branded events.

Stakeholders & Project Process

  • Stakeholders include event owners, organizing committees, government agencies, and sponsors.
  • The project process includes initiation, conceptualization, planning, and implementation.

Time Management & RFI Items

  • Time management in the bid process uses Gantt charts.
  • Items for RFI include executive summaries, company credentials, financial details, and quality assurance.

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