Introduction to Events PDF

MODULE 2 Introduction to Events Special Events Shone & Parry (2019), is that special events are a ‘non-routine occasion set apart from the normal activity of daily life of a group of people’ (p 5). Goldblatt (2014) and Getz (2005) also touch upon, special events also present characteris...

MODULE 2 Introduction to Events Special Events Shone & Parry (2019), is that special events are a ‘non-routine occasion set apart from the normal activity of daily life of a group of people’ (p 5). Goldblatt (2014) and Getz (2005) also touch upon, special events also present characteristics that demonstrate that they are unique, one-off experiences with intended purposes or objectives. DEFINITIONS AND FRAMEWORK S DEFINITIONS AND FRAMEWORKS Categorization of events have frequent overlaps. Overlaps should be seen as inevitable rather than exceptional. Example: Graduation ceremony is both a personal event for the graduates’ family and friends and at the same time an organizational event for the University  Routine events are regular, expected, occurrences. In Differentiating between contrast, special events are routine and special events extraordinary and often happen infrequently. CATEGORIES OF SPECIAL EVENTS Leisure Events Categories Cultural Events Personal Events of Special Organizational Events Public Events Events: Corporate Events Social Events Educational Events  Topologies refer to the various ways special events can be classified based on certain characteristics or dimensions. 1. By Size and Scale TOPOLOGIES Mega Events OF SPECIAL Major Events Minor Events EVENTS 2. By Frequency One-off Events Recurring Events Periodic Events  Categories of Special Events: 3. By Location Local Events TOPOLOGIES National Events OF SPECIAL International Events 4. By Purpose EVENTS Celebrity Events Commemorative Events Promotional Events Educational Events TOPOLOGIES 5. By Audience Private Events OF SPECIAL Public Events EVENTS Targeted Events 6. By Organizer Government-Sponsored Events Corporate Sponsored Events Non-Profit Events CHARACTERISTICS OF EVENTS CHARACTERISTICS OF EVENTS UNIQUENESS -It is different in terms of the participants, surroundings, audience and a number of other variables. Examples: Weddings (same structure and format) but differs from guests, theme, etc. Olympic games -300 repeat editions but each event is different in terms of athletes, organizers and audiences CHARACTERISTICS OF EVENTS PERISHABILITY -If we regard event as unique, then event is also perishable. -It cannot be repeated in exactly the same way Example: Trainings and seminars- each will be different and will be very time dependent. They cannot be repeated in precisely the same way. - It also relates to the use of facilities Example: If the room is empty even for one day of the week, its revenue-generating potential of that day is lost for ever- perishable. CHARACTERISTICS OF EVENTS PERISHABILITY -Manager’s role is to effectively use the facilities and services Example: using of a banner with “Happy Anniversary” is better that with “Happy Anniversary Anne and John” -Venue Managers can also exploit Pricing strategies Example: Giving a discount on the venue during lame days of the week to boost bookings Remember: No bookings is a potential revenue-generating gone for ever CHARACTERISTICS OF EVENTS INTANGIBILITY -Events are more or less intangible Example: Attending a wedding is intangible in a sense that you join, enjoy and experience the activities. Although, there are tangible things that you might get from it like, videos and photographs with the guests, souvenirs or the food. CHARACTERISTICS OF EVENTS RITUALS AND CEREMONY -It is a major characteristic that make the event special -Modern ceremonial practices were fossilized and reinvented versions of old traditions. Example: In Ripon, England, a horn is blown at dusk to signify the setting of the night-watch. Now it is just a small event for tourists but in olden days it is a sign for the night watchmen to guard the town walls from the attack of barbarians CHARACTERISTICS OF EVENTS AMBIANCE AND SERVICE -It is one of the most important to the outcome of a successful event -It can make or break the event Example: A birthday party may not need anything just a good company can translate to a success -The role of an events manager is to attend to details and make sure that desired outcome will manifest. CHARACTERISTICS OF EVENTS CHARACTERISTICS OF EVENTS PERSONAL CONTACT AND INTERACTION -The success of an event depends on the people interacting in the it. -Events manager must be fully aware that the success of an event depends on the actions and reactions of people attending it Example: In a Christmas party, the guests themselves interacting with each other, with hosts and entertainers that creates the atmosphere and contributes to how enjoyable the event is. CHARACTERISTICS OF EVENTS LABOR-INTENSIVENESS -The more complex and unique the event is, the more likely is to be more labor-intensive both organization and operation -The organizational issue relates to the need for relatively complicated planning to enable the service delivery to be efficient -The uniqueness of this type of service implies a high level of communication between the organizer or client and the event manager -The operational element may also require high levels of staffing Example: 300 guests will require service staff, food staff and bar and drinks staff, kitchen staff, management and support staff CHARACTERISTICS OF EVENTS LABOR-INTENSIVENESS -The labor-intensiveness of special events is less predictable as it depends entirely on the type of event, number of guests, type of service, experiences and quality of staff, the time required to complete the service and even the layout of the building Example: An athletic competition will require completely different staffing structure to support it than a company outing in a theme park -Event managers should forecast staffing needs directly from the requirements of running the event, based on what the organizer specifies as the event’s objectives and needs and on the experience and forecasts of departmental leaders. CHARACTERISTICS OF EVENTS FIXED TIMESCALE -Events run to a fixed timescale, unlike routine activities which can carry on indefinitely -It could be very short as opening ceremony for a new road or a Paris Exposition in which planning stage lasted for three years -For events manager, in order to have a successful event, the issue of timing must be kept in mind -There is a need to hold people’s attention and interest Steps in Planning a Special Event 1. Setting Objectives: The first step in planning any event is to clearly define its purpose. What are the goals of the event? Is it to celebrate, educate, promote, or raise awareness? Understanding the event's purpose helps guide all subsequent decisions. Steps in Planning a Special Event 2. Budgeting: Budgeting involves estimating the costs associated with the event and determining how those costs will be covered. This step is critical to ensure that the event can be funded and executed without financial difficulties. Steps in Planning a Special Event 3. Venue Selection: Choosing the right venue is vital as it affects the event's atmosphere, accessibility, and capacity. The venue should align with the event's theme and accommodate the expected number of attendees. Steps in Planning a Special Event 4. Securing Permits: Depending on the type of event and its location, various permits may be required. These could include permits for noise, food and beverage service, road closures, or large gatherings. Steps in Planning a Special Event 5. Organizing Logistics Logistics involve the detailed planning and coordination of all physical and operational aspects of the event. This includes transportation, accommodation, equipment setup, and on-site management. Steps in Planning a Special Event 6. Coordinating with Vendors Events often require services from multiple vendors, such as caterers, entertainers, florists, and audiovisual technicians. Effective coordination ensures that all these elements come together seamlessly on the day of the event. Role of Event Managers and Coordinator Event managers are responsible for overseeing the entire event from Event coordinators typically handle specific aspects of the event start to finish. This includes managing the budget, coordinating the under the guidance of the event manager. They may focus on areas planning process, and ensuring that the event meets its objectives. such as registration, vendor coordination, or guest services. Budgeting and Financial Planning 1. Estimating Costs: - Fixed Costs:These are costs that do not change regardless of the event's scale - Variable Costs: These depend on the number of participants or the scope of the event 2. Allocating Resources: - Prioritization: Allocate the budget based on the event’s priorities. For example, if the event’s success depends heavily on guest experience, more funds may be allocated to catering and entertainment. - Tracking Expenses: Use tools like spreadsheets or budgeting software to track expenses throughout the planning process, ensuring that spending stays within the budget. 3. Contingency Planning: - Contingency Fund: Set aside a portion of the budget (typically 5-10%) for unexpected costs, such as last-minute changes or emergency expenses. 4. Revenue Generation (if applicable): - Ticket Sales: Estimate potential revenue from ticket sales and ensure that pricing covers the event's costs while providing value to attendees. - Sponsorship: Secure sponsorships to offset costs. Sponsors may contribute financially or provide in-kind support, such as services or products. - Fundraising: For non-profit events, plan fundraising activities or campaigns to generate additional revenue. REFERENCE Shone, A.; Parry, B. (2010). Successful event management: A practical handbook. Cengage Learning.