Week 12: Special Events PDF

Instructor: Liza Urazova, MS in Global Marketing management Week 12: Special Events Lecture Content Special Events Cultural Events Festivals Types of cultural events and festivals Programming of cultural events and festivals Marketing The public role of cultural...

Instructor: Liza Urazova, MS in Global Marketing management Week 12: Special Events Lecture Content Special Events Cultural Events Festivals Types of cultural events and festivals Programming of cultural events and festivals Marketing The public role of cultural events and festivals What is a Special Event? A special event is a unique moment in time celebrated with ceremony and ritual to satisfy specific needs. (Goldblatt, 2002; p. 6).’ Getz (1997; p. 4) A special event from each of the event organizer’s point of view: ‘A special event is a one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body.’ From guests’ point of view: ‘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.’ Cultural events: A cultural event is an event that celebrates or showcases the culture of a particular group of people. Anthropological Example Aesthetic Example National cultural St Patrick's Day in New York Arts Wagner Festival in Bayreuth Religious Diwali in Bradford Music Bonnaroo Festival in Tennessee Festival of the Olive in New Ethnicity Mela in Oslo Heritage South Wales Sexuality Manchester LGBT Festival Community Notting Hill Carnival in London  Festivals The term 'festival' is used by event organizers to describe a broad range of event forms - from short celebrations of a particular place or culture to events that extend over weeks and can involve vast numbers of venues and performers. Sonder (2004: 18) groups together parades, fairs and festivals as 'particular types of themed events that may simultaneously contain historical, cultural, ceremonial, religious, patriotic and social themes'.  Types of cultural events and festivals Music Festivals: These vibrant events bring together musicians and music lovers to celebrate various genres, from traditional folk music to contemporary rock and pop. Examples include Coachella, Glastonbury, and the Montreal Jazz Festival. Film Festivals: Showcasing a diverse range of films, including documentaries, feature films, and shorts, these festivals provide a platform for filmmakers and cinephiles to connect and appreciate the art of cinema. Examples include Cannes Film Festival, Sundance Film Festival, and the Toronto International Film Festival. Food Festivals: Celebrating culinary traditions and innovations, these festivals offer a delicious opportunity to sample local and international cuisines, learn about food preparation techniques, and engage with chefs and food producers. Examples include the Maine Lobster Festival, the Gilroy Garlic Festival, and the Salon du Chocolat in Paris. Cultural Festivals: These events highlight the unique heritage and customs of a specific community or ethnic group, often featuring traditional music, dance, costumes, crafts, and storytelling. Examples include Diwali, Chinese New Year celebrations, and Oktoberfest. Arts Festivals: Encompassing various art forms, such as visual arts, performing arts, and literary arts, these festivals provide a space for artists to exhibit their work, engage with audiences, and foster creativity. Examples include the Edinburgh Festival Fringe, the Venice Biennale, and the Avignon Festival.  In-class group assignment: CASE STUDY La Tomatina – The tomato-throwing festival Location: Buñol, Spain Event type: festival Attendees: 50,000 Let's collaborate and learn from each other! Please form five groups. Each group will select a region: Almaty, Astana, Aktau, Semey, Shymkent and answer the question: What challenges would be faced by event managers where you live who wanted to recreate La Tomatina as a local festival?  Programming of Cultural Events According to Castaner & Campos (2002) there are two factors involved into designing of Cultural Events Programs: environmental and cultural. Environmental Factors: Programming of Cultural events Common Constraints of Program designing: The expectations of the audience The constraints of the venue and infrastructure The culture of the client and main Sponsors The avaialibilty of the staging elements and their relationship to each other The logistics The creative intent of the Event team Programming Styles: Example: Thematic: A concert season programmed in partnership with a scientific organisation, themed on the relationship between music and science A programme of outdoor theatre events during the summer in the grounds Temporal: of a country estate Disciplinary: Visual arts festival Audience Constituency: A festival of Kurdish Music and Arts  Assassi's Study (2005): A study of French theaters by Assassi (2005) explored the characteristics of decision-making in programming performing arts events. The research identified four key elements in this process (see Figure 13.2 for details). Reactive component: This refers to the part of programming that reacts to audience demand and financial considerations. It's about making decisions based on what will likely be popular and profitable. Relational component: This refers to the aspect of event programming that prioritizes the audience's needs, preferences, and feedback. It's about building a strong connection with the community and creating events that resonate with them. Proactive component: This is about taking initiative and aligning events with the organization's core values and mission. It's less about reacting to external factors like audience demand and more about actively promoting the organization's cultural goals. Strategic component: This considers how programming decisions contribute to the organization's long-term goals and overall success. It's about the big picture and ensuring that events support the organization's strategic direction.  Marketing cultural events and festivals Cultural event marketing is a specialized area of marketing that focuses on promoting events that showcase and celebrate the arts, heritage, and traditions of a particular culture or a diverse range of cultures. It's about creating meaningful experiences for attendees while respecting and authentically representing the cultural context. The public role of cultural events and festivals Cultural events and festivals are more than just entertainment: Preserve heritage: Showcase traditions and strengthen cultural identity. Build community: Bring people together and promote understanding. Boost economies: Attract tourists and create jobs. Enrich lives: Offer enjoyment, inspire creativity, and enhance quality of life. Educate: Provide learning opportunities and raise awareness. In-class assignment: Create a program of ethnical music concert in your city. What Programming model would be good.? What consumer segment (s) group would you focus?