Event Planning And Promotion PDF

Welcome is an essential part of the guest experience at any event. 1 EVENT PLANNING AND PROMOTION EVENT PLANNING AND PROMOTION 2 Week 1 – Introduction to Event Industry LEARNING OBJECTIVES ¢ On completion of this lecture, you will be able to ……. 1. 2. 3. 4. define and state the characteristi...

Welcome is an essential part of the guest experience at any event. 1 EVENT PLANNING AND PROMOTION EVENT PLANNING AND PROMOTION 2 Week 1 – Introduction to Event Industry LEARNING OBJECTIVES ¢ On completion of this lecture, you will be able to ……. 1. 2. 3. 4. define and state the characteristics of “event”; state the importance and impacts of events in a destination; classify events according to size and type; understand the event stakeholders 3 VIDEOS: EVENTS AND FESTIVALS IN HONG KONG https://www.youtube.com/watch?v=Wwsee2LIzLk 4 https://www.youtube.com/watch?v=6QXhz_PdmdU https://www.discoverhongkong.co m/eng/what-s-new/events.html BRAINSTORMING – GROUP EXERCISE What do these events have in common in terms of their characteristic? ¢ How are you going to describe an “event”? Any objectives? ¢ 6 1. CHARACTERISTICS OF “EVENTS” (VAN DER WAGEN & CARLOS, 2020; VAN DER WAGEN, 2018) Often “once in a lifetime” experiences for the participants; ¢ Usually take place over a short time span; ¢ Are generally expensive to stage; ¢ Require long and careful planning; ¢ Generally take place once only (or annually); ¢ Carry a high level of risk (including financial and safety risks); ¢ Involve a lot of stakeholders. ¢ 7 1.DEFINITION OF “SPECIAL EVENTS” … “ A special event is a one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body.” ¢ … “To the customer or guest, a special event is an opportunity for leisure, social, or cultural experience outside the normal range of choices or beyond everyday experience.” (by Professor Donald Getz, 1997) ¢ 1. DEFINITION OF “SPECIAL EVENTS” … “Non-routine occasions which have leisure, cultural, personal or organizational objectives set apart from the normal activity of daily life, whose purpose is to enlighten, celebrate, entertain or challenge the experience of a group of people.” (by Shone & Parry, 2004) ¢ … “ A unique moment in time celebrated with ceremony and ritual to satisfy specific needs.” (by Dr. J Goldblatt, 2008) ¢ 9 EVENT: PUBLIC ASSEMBLY FOR THE GENERAL PURPOSE OF… Lan Kwai Fong Beer and Music Fest International Chinese New Year Night Parade Certified Hospitality Educator (CHE) Workshop HKUAA President Cup 10 BRAINSTORMING – GROUP EXERCISE Why do destinations like HK want to organize events? ¢ What are the possible positive and negative sides of organizing events in a destination (e.g. social, cultural, economic, etc.)? ¢ 11 2. IMPORTANCE AND IMPACTS OF EVENTS IN A DESTINATION ¢ Events serve to strengthen social bonds, to bring enjoyment and celebration in individuals, families, communities and society as a whole. Social Impact 12 HARBOUR FEST 2003 Social Impact ¢ Events as recovery strategy: the concert was conceived as a way to tell the world that HK is a safe place to come! 13 https://www.youtube.com/watch?v=oWbbFeUUvh4 ¢ Opportunities for the government officials to be seen in public in the civic or community events. Officiating at the opening/closing/flagraising ceremony with appropriate purpose and dignity Political Impact https://www.youtube.com/watch?v=DgiqEGp3EcA 14 15 3. TYPES OF EVENTS (BY ALLEN, O’TOOLE, HARRIS & MCDONNELL, 2008; VAN DER WAGEN,2018) Scale of Impacts (attendance, media profile, infrastructure, costs, benefits) High Low Local/ Community event Major event Hallmark event Mega-event 16 3.1 SIZE OF EVENTS ¢ A) Mega-event — — — Generally targeted at international markets Affect whole economies and reverberate in global media A “must-see” event 17 “MEGA” IN TERMS OF: Attendance ¢ Target market ¢ Level of public financial involvement ¢ Political effects ¢ Selling of broadcasting rights & extent TV coverage ¢ Construction of infrastructure and facilities ¢ Great economic and social impact to the host community ¢ Building up of international image/ prestige ¢ Broad support from stakeholders, e.g. general public, government, business sector, etc. ¢ 18 3.1 SIZE OF EVENTS (CONT.) ¢ B) Hallmark Event — — • Designed to increase the appeal of a specific tourism destination or region 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 Carnival in Rio de Janeiro, Brazil • • Oktoberfest in Munich, Germany Cheung Chau Bun Festival 19 3.1 SIZE OF EVENTS (CONT.) ¢ C) Major Event — — — Large scale attracting significant visitor numbers (nationally and internationally) Media coverage Huge economic benefits 20 3.1 SIZE OF EVENTS (CONT.) ¢ D. Local Event — — — — — — — Target mainly at local audiences Primary purpose: social, fun and entertainment Strengthen a feeling of belonging and creating a sense of place (community celebration) Encourage participation in sports and arts activities Expose people to new ideas and experiences A community and cultural development Venus: streets, parks, schools 21 EXAMPLES: RECREATION AND SPORTS EVENTS IN HONG KONG 22 https://www.lcsd.gov.hk/en/programmes/programmeslist/mc_prog.html EXAMPLES IN HONG KONG 23 3.2 TYPES OF EVENTS: WHAT ARE THEIR NATURE? 24 4. EVENT STAKEHOLDERS (EXAMPLE: DRAGON BOAT CARNIVAL) Arts and Entertainment Industry and Associations Corporate/ Business and Associations Government Sports Industry and Associations Tourism and Hospitality Industry and Associations Event Committee or Major Client Government bodies: • Permit • Regulation • License • Event Management company • • Paid/ Volunteer/ Contractors Emergency services Transport Authority Police 25 WHAT ARE THE CONTRACTORS? Venue Manager ¢ Stage Manager ¢ Lighting, Audio and Video Companies ¢ Decorator and Florist ¢ PR Company ¢ Entertainer ¢ Security Company ¢ Catering Company ¢ Rental/ Event Supplier ¢ Cleaning and Waste Management ¢ Ticketing Organization ¢ Printer ¢ Employment Agencies … ¢ 26 WHO PARTICIPATES IN EVENT? Participant Audience Delegate Attendee 27 28 29 ¢ References — — — — — Allen, J., Harris, R., & Jago, L. (2021). Festival & special event management essentials. John Wiley and Sons Australia, Ltd. Lynn, V.W.(2018). Event management: For tourism, cultural, business and Sport. Cengage. Goldblatt, J. (2008). Special events: the roots and wings of celebration, (5th Ed). Hoboken, N.J. : John Wiley & Sons. Goldbatt, J. & Nelson, K.S., (Ed) (2001). The international Dictionary of Event Management (2nd Ed). New York: John Wiley & Sons. Lynn, V.W. (2007). Human Resource Management for Events: managing the event workforce. Oxford: ButterworthHeinemann. 30