Intro to Events Textbook (Ver 1, Jul 24).pdf

1 Module Objective On completion of the module, students should be able to gain an overview of the event industry to determine the event objectives and the genres, categorise the scale and structure of local and international events, and map out the planning stages for a successful event. Competen...

1 Module Objective On completion of the module, students should be able to gain an overview of the event industry to determine the event objectives and the genres, categorise the scale and structure of local and international events, and map out the planning stages for a successful event. Competencies This module comprises of three competencies: Competency 1: Analyse Career Pathways In Events Industry. Competency 2: Categorise The Scale And Structure Of Events. Competency 3: Map Out The Stages Of Planning For A Successful Event. Assessment This module comprises of 2 in-module assessments: Group Project Written Test 2 Competency 1: Analyse Career Pathways In Events Industry At the end of this competency, students should be able to acquire the following: Knowledge Page 1. Tourism Skills Framework The events industry context under the Tourism Skills Framework 5–9 A. Overview of Tourism Skills Framework B. Sub-sectors of Skills Framework for Tourism C. Desired attributes and career pathways of an event professional D. Personality traits for developing a career in events industry 1. Agility 2. Communication skills 3. Dedication 4. Leadership 5. Negotiation skills 6. Organisation skills 7. Interpersonal skills 2. Skills in Demand A. Data Analytics & Big Data B. Digitalisation of Business Operations 10 – 11 C. Curation of bespoke customer experience 3. Career Pathways in Events Industry A. Event Management & Operations B. Venue Management and Operations 12 3 4. Event Entrepreneurship in Singapore A. Event entrepreneurship B. Types of business structures for event business in 13 – 18 Singapore C. Process of starting an event business in Singapore D. Organisational structure for event business E. Business functions applied to events 4 Training Notes for Competency 1: Analyse Career Pathways In Events Industry 1 Tourism Skills Framework A. Overview of the Tourism Skills Framework The Skills Framework is a SkillsFuture initiative developed for the Singapore workforce to promote skills mastery and lifelong learning. Jointly developed by SkillsFuture Singapore, Workforce Singapore and the Singapore Tourism Board, together with employers, industry associations, education and training providers and unions, the Skills Framework for Tourism supports the manpower strategies by identifying pivotal jobs in the Tourism sector, outlining possible career pathways for talent attraction and retention, as well as articulating existing and emerging skills to support the growth and transformation of the sector. Figure 1 below shows the Skills Framework for Tourism. Figure 1 : Skills Framework for Tourism Source: 1 Themacmarketer 5  The Five Components of the Tourism Skills Framework Sector Information: Describes the sector and employment landscapes and it includes useful statistics on the sector’s manpower and occupational/job requirements, in line with the Industry Transformation Map. Career Pathways: Shows how the occupations/job roles in the sector are structured progressively based on sector norm. From the Career Pathways, users can identify vertical and lateral advancement opportunities. Job Roles: Describes the skills requirement, work context and expected profile of the worker performing the occupational/job role. It provides an overall introduction to the occupation/job role. Skill Description: Each skill is carefully analysed and written to capture both occupational/job and personal domains of the skill for holistic development. It summarises the performance expectations of the skills. Training Programmes: Link the skills in the occupations/job roles to programmes that are available in the market. This includes apprenticeships, recognition of prior learning and any other skills-based programmes and manpower initiatives. B. Sub-sector of the Skills Framework for Tourism The tourism sector is one of Singapore’s key service sectors and economic pillars, contributing to four percent of our nation’s annual gross domestic product. The sector plays an essential role in reinforcing Singapore’s status as a vibrant, global city that attracts talent, businesses, and capital. Sub-sector of the Skills Framework for Tourism covers the Attractions, Meeting, Incentives, Conferences and Exhibitions (MICE), and Tours and Travel Services. These sectors further fortify Singapore as an exciting travel destination. Source: 2 congressbookers.wordpress.com 6 C. Desired Attributes and Career Pathways of an Event Professional Events is an exciting industry with many different career paths to choose from. Below are the seven most desired attributes to be an event professional in this dynamic and people- oriented sector. Adaptable: Resilient with a Detail-oriented: Strong positive attitude to take on organisational and multi- exciting challenges in a fast- tasking skills, with an eye for changing environment. detail. Passionate: Strong desire to Effective Communicator: continuously improve and Strong and effective stay up-to-date with industry communication skills to build trends and knowledge. good rapport with customers and partners. Ability to listen carefully to their needs so as to provide the extra personalised touch. Service-oriented: Strong service mindset to create a positive experience for customers. Professionalism: Confident and poised even when faced with a difficult situation. Team Player: Cooperative Demonstrate reliability and and able to work with a accountability at all times. diverse workforce to achieve the common goal. Food for Thoughts: Do you have what it takes to be an event professional? 7 D. Personality Traits for Developing a Career in Events Industry Source: 3 lrng.org Personality Traits Explanation The highly unpredictable nature of the event industry requires an event organiser to be flexible, adaptive, responsive and able to quickly adjust to unforeseen circumstances or last-minute changing requirements. 1. Agility This agility also applies to adopting new methods and innovations which continue to flow into this fast-moving industry. Event organiser must be open to innovation and actively seek new ideas and technologies that can streamline event operations and enhance the attendee experience. Good communication plays a vital role in successfully planning, organising, and executing events. It is not just 2. Communication about communicating information from person to person, skills but also the ability to present and communicate ideas to various stakeholders. Clear and open communication helps in aligning expectations and ensuring that the event meets the client's needs and goals. Under a heavy stress burden, the event organiser has to have an internal desire to organise something big, magnificent, memorable, and thereby contribute to the business purposes of their client. Dedication and passion in 3. Dedication this work help to get over difficulties and emotional lows. Dedication to organise unforgettable events filled with emotions for the clients and ensure event success. This work cannot just be about making money, because this work can often be unappreciated and at these moments, it is the dedication inside the person that carries him/her on again. 8  There are lots of people involved in any event, all of which need to work as a team in order to ensure success. 4. Leadership Everyone will have their own areas of responsibility, but it is vital that an event organiser is able to work as part of the team whilst providing leadership and acting as a focal point for all of the suppliers, crew, and staff associated with the event. Corporate event organisers will often be responsible for sourcing suppliers and negotiating rates with them prior to confirming the booking. It is important that event organiser has the ability to 5. Negotiation skills negotiate with suppliers from a variety of industry sectors to ensure the client receives good value for money. An event organiser needs to learn to negotiate, to bring in the clients you had your eyes on or the sponsors you wished to get on board, all with time. The events industry is based around organisational skills and as far as traits for success are concerned, an absolute non-negotiable is the need to be organised. 6. Organisation Event project management is all about detail and logic, skills the ability to organise your thoughts and goals is essential. From the very beginning of the planning stages, make sure a realistic timetable with deadlines is set out in order to stay on target. An event organiser is required to interact with different 7. Interpersonal people, be it clients, vendors, team members or skills attendees. Developing interpersonal skills is crucial and inevitable in this profession. Food for Thoughts: Which trait do you think is the most important for an event professional? 9 2 Skills in Demand A. Data Analytics & Big Data Data analytics is about mining, cleansing and modelling data to yield useful insights, patterns and information to suggest conclusions or to support decision making. The digitisation of data and processes are creating huge data sets, and data analytics are applied to uncover market trends, customer preferences as well as behavioural and buying correlations. Some specific skillsets in this domain include; 1. Business Data Analysis 2. Data Mining and Modelling 3. Infographics and Data Visualisation 4. Social Media Management Source: 4 pngwing.com B. Digitalisation of Business Operations Digitalisation of business operations is about generating greater value by improving the collaboration among workers, raising productivity and making the environment more adaptable to change by adopting digital technologies and deploying new processes made possible by these technologies. Some specific skillsets in this domain include; 1. Digital Marketing 2. Technology Scanning 3. Internet of Things Management 4. E-Commerce Campaign Management Source: 5 pngwing.com 10 C. Curation of Bespoke Customer Experience Curation of bespoke customer experience is about creating a tailored, unique and immersive customer experience based on a deep understanding of the customer needs, preferences and aspirations. Some specific skillsets in this domain include; 1. Attractions Content and Experience Development and Delivery 2. Meetings, Incentives, Conferences and Exhibitions (MICE) Content and Experience Development and Delivery 3. Tour and Travel Services Content and Experience Development and Delivery 4. Innovation Management 5. Systems Thinking Application 6. Manpower Planning Source: 6 pngwing.com Food for Thoughts: What other skillsets do event professionals need? 11 3 Outline the Career Pathways in Events Industry Across the Tourism Skills Framework, there are five career track options. Events Industry dominates specifically in Events and Venue Management and Operations. Source: 7 skillsfuture.com A. Event Management & Operations Job roles in this track support the development and execution of events, with potential synergies between the Attractions and MICE sub-sectors. This track includes Product and Experience Development, Project Management and Event Operations. B. Venue Management and Operations Job roles in this track support the development and execution of venues for events, including Venue Management and Venue Operations. 12 4 Event Entrepreneurship in Singapore A. Event Entrepreneurship Entrepreneurship is acknowledged as the driving force behind innovative change in society and the events industry is no exception. An event entrepreneur is someone who sets up a new event venture and in order to achieve this, the event entrepreneur needs to spot new commercial opportunities and determine the needs of the customers by coordinating the resources to deliver an event. B. Types of Business Structures for Event Business in Singapore There are three main types of business structures in Singapore as shown in Figure 2 below. They are: 1. Sole-Proprietorship (one owner) 2. Partnership (two owners or more) 3. Company Figure 2: Business Structures in Singapore Source: 8 sbsgroup.com.sg 13  The first step towards establishing an event management business in Singapore is to choose a suitable business structure and incorporate the business. For event entrepreneurs, the most preferred business structure will be incorporating a private limited company as it is the most flexible and advanced business structure. Some key considerations when choosing a business structure included the following; Source: 9 singaporecompanyincorporation.sg C. Process of Starting an Event Business in Singapore There are two approaches to starting an event business in Singapore: a. Starting an entirely new event business or b. Buying over an existing event business. a. Starting an Entirely New Event Business To start a new event business, it is critical to identify gaps in the market or define problems that consumers faced in order to find an opportunity to fill the market with a better product or services that will be in demand. Some questions that potential event entrepreneurs should ask before starting a new event business include the following: What skills and capabilities do I possess? What business experience and expertise do I have? What is my rationale and motivation for starting a new business? 14  Some points to consider when starting a new event business: Conduct a thorough market research to understand the demand for event services in the identified area. Identify the target audience, their preferences, and the types of events that are in high demand. Identify who are the potential competitors operating in similar market. Consider legal and regulatory requirements such as business licenses, event permits, insurance coverage, and compliance with government regulations. Develop a business plan and design long, medium and short-term business strategy. A well-thought-out business plan will serve as a roadmap for the company's growth. Determine budget based on market research and competitor analysis. Create a detailed budget that accounts for start-up costs, operational expenses, marketing, and contingencies. b. Buying Over an Existing Event Business Some entrepreneurs have the flair to recognise good business opportunities, revitalise and revolutionise existing business. They may choose to take over an existing event business when they identify a potential business entity. However, there are advantages and disadvantages when taking over an existing event business. Advantages Disadvantages 1. Risks associated are lower. 1. High acquisition cost. 2. Lower assets cost. 2. Cultural fit challenges. 3. Buyer has clearer idea of the 3. Customer retention issue due operations. to change of management. 4. Existing business is already 4. Undisclosed liabilities such as an established entity. hidden debts or declining 5. Established suppliers, sales. customer base. 6. Immediate cash flow to cover operational cost. 15  D. Organisational Structure for Event Business Once the event business is set up, the next thing to consider would be the organisational structure of the business. Figure 3 shown below is a simple example of an event organisational structure. The structure is often thought of as the ‘hierarchy’ of an organisation, which includes the following three components: 1. Complexity: The number of ‘levels’ in an organisation. 2. Formalisation: The extent to which there are formal rules, policies and procedures. 3. Centralisation: The extent to which decisions are made at the ‘top’ of the organisation. Figure 3: An Event Organisational Structure Source: 10 edrawmax.com Smaller event companies are generally less complex in structure and less differentiated in terms of departmentalisation as the number of employees is small. Bigger event companies on the other hand, are more complex in structure due to the large number of employees. Therefore, such organisation will see integration of tasks and differentiated in terms of roles delegated to specific departments. 16 E. Business Functions Applied to Events Business functions play a crucial role in the planning, execution, and evaluation of events. Here are some key business functions applied to events: Finance: This function involves financial management, budget creation, and cost control for the event. In the planning phase, financial management involves creating a detailed budget. This includes estimating expenses such as venue costs, catering, marketing, and contingency funds. Effective planning ensures that all potential costs are anticipated and allocated. During the promotion phase, financial management includes budgeting for advertising and promotional activities. Onsite financial management focuses on real- time cost control and expense monitoring. This includes managing payments for on-the- day services, such as audio-visual equipment rentals and on-site staff wages. Post- event financial activities involve settling all outstanding payments, reconciling the budget, and analysing financial performance. This phase also includes reviewing expenses to identify areas for future cost savings. 17  Human Resource: Human resource function deals with the staffing and management of event personnel. During the planning phase, human resource activities focus on the meticulous hiring and training process, identifying the specific number and type of staff required, such as volunteers, temporary workers, and specialized personnel. In the promotion stage, human resource plays a crucial role in internal communication, fostering excitement and motivation among staff about the upcoming event. When it comes to the onsite phase, human resource's focus shifts to handling issues related to scheduling, performance management, and ensuring a positive work environment during the event. Post-events, human resource focuses on collecting feedback, conducting debrief meetings to identify improvements, and recognizing outstanding performance through various rewards. Operations: This function deals with the practical aspects of organising an event. It includes venue selection during the planning phase, coordinating with the venue to leverage promotional material and signage opportunities in the promotion phase, oversee event setup and compliance with safety requirements during event onsite, post event teardown, and overall event operations management. The goal is to ensure a seamless and efficient event experience. Marketing: This function involves creating awareness and generating interest in the event through various marketing channels, such as advertising, social media, public relations, and email marketing. Effective marketing strategies help attract attendees and sponsors, and increase event visibility. The planning phase involves setting the groundwork for effective marketing strategies. This includes conducting market research to identify target audience demographics and developing a detailed marketing plan. Promotion focuses on implementing marketing strategies to create awareness and generate interest. During the event, the goal is to ensure attendee engagement and securing media coverage. Post event sharing event highlights, photos, and videos on social media and analysing marketing metrics to assess promotional effectiveness are critical to forming future strategies. 18 Competency 2: Categorise the Scale and Structure of Events At the end of this competency, students should be able to acquire the following: Knowledge Page 1. The Importance and Role of Events − Events − Purpose of Organising Events 21 - 23 − The Benefits of Events 2. Key Stakeholders in Events Industry − Government agencies − External regulatory bodies 24 - 27 − Industry associations − Event organisers − Sponsors − Service providers − Media 3. Key Factors that Determine the Scale and Impact of the Events − Factors that influence the scale and impact of events 28 4. Theories and Perspectives in Event Management − Environmental perspective − Community perspective 29 - 30 − Economic perspective − A perspective of event programming − Legal perspective − Management perspective − Psychological perspective − Political perspective − Theory of services management − Perception of event destinations − Resource-based theory 19 5. Different Approaches to Organising Events Traditional Versus New − Event format & design 31 - 35 − Live versus virtual/hybrid events − Technology integration − Creative versus standardised events − Place versus mobile events − Unique spaces − Attendee Involvement 20 Training Notes for Competency 2: Categorise the Scale and Structure of Events 1 The Importance and Role of Events Events Event is defined as a singular or recurring planned occasion which is arranged at a certain place. It involves one or more people and is made accessible to an audience (onsite or online). Purpose of Organising Events The purpose of organising events can vary depending on the context and the goals of the organizers. Some common purposes for organising events may include: Education Networking and Brand and Relationship Awareness Information Building and Promotion Sharing Professional Celebrations Fundraising Development and and Charitable and Career Entertainment Causes Advancement Community Market Personal Building and Research and Development Engagement Feedback and Entertainment 21 1. Networking and Relationship Building: Events provide opportunities for individuals and businesses to connect, network, and build relationships. They facilitate face- to-face interactions, which can lead to new partnerships, collaborations, and business opportunities. 2. Education and Information Sharing: Events often serve as platforms for sharing knowledge, expertise, and information. They can include conferences, seminars, workshops, and training sessions where speakers and experts share insights, research, and best practices in a particular industry or field. 3. Brand Awareness and Promotion: Events are effective marketing tools for creating brand awareness and promoting products or services. They allow businesses to showcase their offerings, engage with potential customers, and generate leads. Events can also be used to launch new products, announce company milestones, or strengthen brand presence. 4. Celebrations and Entertainment: Events can be organised for celebratory purposes, such as anniversaries, awards ceremonies, festivals, and cultural gatherings. These events provide entertainment, enjoyment, and opportunities for communities or groups to come together and celebrate shared values or achievements. 5. Fundraising and Charitable Causes: Events are often organised to raise funds for charitable organisations or causes. These events can include charity galas, auctions, marathons, or benefit concerts. They serve as platforms for raising awareness, collecting donations, and supporting initiatives that contribute to social good. 6. Professional Development and Career Advancement: Events like conferences and workshops offer opportunities for professional development and career advancement. They provide a platform for learning new skills, gaining industry insights, and networking with professionals in a specific field. Such events can enhance professional growth and open doors to new opportunities. 7. Community Building and Engagement: Events play a significant role in building communities and fostering social connections. They bring people together, encourage participation, and strengthen bonds within neighbourhoods, interest groups, or professional associations. 8. Market Research and Feedback: Events can be used to gather feedback and conduct market research. Organisers can interact directly with attendees, collect surveys, and gain insights into customer preferences, opinions, and needs. This information can be valuable for refining products, services, or marketing strategies. 22 9. Personal Development and Entertainment: Events focused on personal development, such as motivational seminars, self-improvement workshops, or wellness retreats, aim to inspire individuals, enhance personal growth, and provide a break from routine. Overall, the purpose of organising events is to bring people together, achieve specific objectives, create memorable experiences, and facilitate meaningful interactions and connections in various spheres of life. Benefits of Events The potential benefits of hosting major events from the perspective of the visitor economy include: Benefit Explanation Visitors coming to a city or region for an event will contribute to a more buoyant economy, with visitor expenditure having a 1. Structural multiplier effect on incomes throughout related supply chains. expansion of the With the multiplier effect the host destination shall benefit in visitor economy terms of employment, income and better standards of living. The requirements of hosting a major event can be used to, promote an integrated whole-of government approach, and maximise synergies between relevant development and growth 2. Alignment of infrastructures constructed for events are one of the most visible tourism with lasting legacies for a host city or region and can have real other strategies impacts for tourism growth. Pre-event branding associated with the successful hosting of a major event, can provide lasting recognition of destination branding in key tourism markets, encourage return 3. Marketing and visitation of attendees or participants, and a better promotion understanding of the focus of the event such as sport, arts and culture, food and wine, etc. The international focus often associated with major events can help to prioritiae work on an often under-developed or neglected 4.Environmental built environment and therefore the attractiveness and impacts competitiveness of destinations. In addition, ensuring that events are managed in an environmentally friendly manner is also becoming a high priority in terms of branding. Food for Thoughts: Do you see any other benefits of organising events? 23 2 Key Stakeholders in Events Industry Event stakeholders are individuals, groups, or organisations that have an interest or involvement in an event. They can have varying degrees of influence, importance, and expectations. Here are some key event stakeholders: 1. Government Agencies 7. External 2. Industry Regulatory Associations Bodies (SACEOS) EVENTS STAKEHOLDERS 6. Media 3. Event Organisers 5. Service 4. Providers Sponsors Understanding and effectively managing the needs, expectations, and relationships with these event stakeholders is essential for successful event planning and execution. It ensures that the event meets the diverse interests and objectives of the stakeholders involved. 1. Government agencies Government agencies play a fundamental role in formulating and implementing policies, and regulations that govern events in Singapore. They are responsible for setting the overall framework for event management and ensuring that events align with the country's broader objectives and interests. They may set guidelines, issue licenses, and provide support to event organizers through grants or promotional initiatives. These agencies may include the Singapore Tourism Board (STB), Urban Redevelopment Authority (URA) and Singapore Police Force (SPF). 24  2. External regulatory bodies External Regulatory Bodies are statutory bodies responsible for overseeing the conduct and safe staging of events, having an integral relationship with the industry. They may issue permits, ensuring compliance with regulations, and overseeing safety and security measures for the event. For example, Composers and Authors Society of Singapore Ltd (COMPASS) and Singapore Food Agency. Examples on Types of Permit & Licenses from various government and external regulatory agencies. Arts Copyright Public Temporary Type of Entertainment Permit/ Entertainment Fair Permit/Licence: License/IMDA COMPASS License/SPF Permit/NEA Organise arts entertainment Organise events such as entertainment Play or plays, musical events reproduce performances, (excluding arts Required copyrighted To organise dance entertainment to: music or trade fairs. performances, events) to videos at any art exhibitions, which the event. variety shows public has and pop/rock access. concerts. Other Licenses related to events may include: Advertisement No Fire Works Notification Non- Approval for License Objection Display to conduct Residential Fire Safety Letter for License lucky TV License Work on selling food draws Premises and beverages 25 Approval for using certain types of premises and public spaces: Approval from the Approval from the Approval from the Approval from the Urban National Parks Singapore Police Singapore Redevelopment Board Force and Land Tourism Board Authority Transport and Authority Orchard Road Business Association For using certain types To use parks as To use a stretch of For holding an of premises (such as event premises. a road for an event along conservation sites) as event. Orchard Road. a venue for events. For use of parking lots for non-parking purposes. 3. Industry associations Industry associations are organisations that represent a specific industry or professional field. They may have a vested interest in the event's success and contribute through sponsorship, participation, or knowledge sharing. For instance, providing networking, communications and liaison within the industry, training and accreditation programmes, codes of ethical practice, and lobbying on behalf of their members. These may include international and local associations. For example, International Festivals and Events Association (FEA), Meeting Professionals International (MPI) and Singapore Association of Convention & Exhibition Organisers & Suppliers (SACEOS). 4. Event organisers Event organisers are professional groups or individuals that organise events on a contract basis on behalf of their clients. They are responsible for planning, coordinating, and executing the event. They have a vested interest in ensuring the event's success and achieving its objectives. 26 5. Sponsors Sponsors can be an organisation or individual who provide financial or in-kind support to the event. Sponsors typically expect brand visibility, marketing exposure, and a return on their investment through various sponsorship benefits and opportunities. 6. Service providers Service providers refer to the specialist suppliers in the event industry, for example, supplier for staging, audio & visual system, lighting, entertainment, catering, transport, security and legal services etc. Venue owners are also categorised as service providers as they provide a venue for events to be carried out. These can be convention centres, hotels, historical houses, museums, galleries, theatres or libraries. 7. Media Sending and sharing of information is the major function of media in events. Elaborate media centres with state-of-the-art technology and dedicated communications and liaison executives are now common in many events. In this sense, they are one of the key stakeholders. The media is an important vehicle for the delivery of information to others before, during and after the event. Food for Thoughts: Which stakeholder do you think is the most important in the event ecosystem? 27 3 Key Factors that Determine the Scale and Impact of Events The scale and impact of events can vary significantly based on several key factors. Here are some factors that influence the scale and impact of events: 1. Level of participation The level of participation refers to the degree of involvement and engagement of individuals or organisations attending the event. It encompasses various aspects, including active involvement in event activities, and level of interaction and contribution to the event's objectives. Events with high levels of participation gain recognition and influence within the industry or field they serve. A well-attended event signifies industry relevance and attracts attention from key stakeholders, including thought leaders, experts, and media. This recognition further enhances the event's impact and strengthens its position within the industry. 2. Number of audience/spectators The size and characteristics of the target audience have a direct impact on the scale of the event. Events targeting a niche audience or specific industry professionals may be smaller in scale but can have a significant impact within their respective communities. Events targeting a broader audience, such as public festivals or mega-concerts, have the potential for larger scale and wider impact. 3. Extend of media coverage Media coverage does not only generate public awareness and interest in the event, it also lends credibility and enhances the reputation of an event. When reputable media outlets cover an event, it adds a level of legitimacy and trustworthiness to its message and objectives. This positive perception can attract more participants, sponsors, and influential individuals or organisations, elevating the event's impact and significance. 4. Degree to which an event generates significant international demand International demand leads to a larger and more diverse pool of attendees. When an event attracts participants from different countries and regions, it expands its reach and scale. International attendees bring diverse perspectives, experiences, and expertise, enriching the event's discussions, networking opportunities, and overall impact. 28 4 Theories and Perspectives in Event Management Events management is not a coherent academic field of research and study. In fact, the description of the professional field draws on various disciplines. The progress of events management towards a distinctive academic discipline requires two complementary approaches: 1. One that reflects on the relevance of classical theories and models from the ‘home disciplines’ and the degree to which they can be applied successfully. 2. Takes into consideration specific event occurrence as well as industry trends. The following are relevant perspectives on events and related disciplines: Natural and environmental sciences, physical Environmental geography environmental design and perspective psychology. Community Anthropology, sociology, community planning. perspective Economic Economics, finance, tourism, economic perspective development. Perspective of event Recreation and sports, arts and entertainment. programming Impact on the regulatory environment, risk management, incorporation of charitable status, Legal perspective protection of name, logo and designs etc. 29 Management Business, public administration, not-for-profit. perspective Psychological Psychology, social psychology. perspective Political perspective Political science. Theory of services Looks at the specifics of the production and management consumption of services. The perception of Service and value-added chains or virtual event destinations companies. The level of an organisation’s access to Resource-based resources as the foundation of entrepreneurial theory success and the generation of long-term competitive advantages. 30 5 Different Approaches to Organising Events There are two different approaches to organising events; Traditional and New. They represent two distinct ways of planning, organising, and executing events. The shift from the traditional approach to the new approach has been influenced by advancements in technology, changing consumer preferences, and evolving industry trends. The following are differences in event dimensions between these two approaches: Events Dimensions Approaches 1. Event Format & Design Traditional: Events follow a more rigid event design or standardised format with specific scope, theme, fixed schedules and predefined activities. There are limited options for personalising the attendee experience. New: Emphasises a more dynamic event design and allows for extensive customisation, tailoring Source: 11 content and interactions based on attendees' https://www.edgeprop.sg/pro perty-news/placemaking-and- preferences and interests. The key focus will be vibrancy on creating memorable and immersive experiences for participants. The concept of “Placemaking" is a way of thinking and a process where communities and stakeholders come together to proactively create, shape and sustain great public places around the community, whether it is a park, a Source: 12 street, a small corner, an entire neighbourhood or http://converseallstarmurals.c om/city-forests/singapore/ precinct, to benefit the area and communities. An example of placemaking effort is the community mural painting event where the community is invited to create mural painting on public spaces. 2. Live versus Virtual/Hybrid Traditional: Events primarily focus on physical Events gatherings where attendees and organisers are present at a specific venue. Therefore, events 31  typically have limited geographical reach, attracting only attendees from the local or regional area. For instance; In the past, special events like the Singapore Grand Prix Formula One event was exclusively physical, with attendance limited to on-site spectators. Source: 13 https://www.senategrandprix- singapore.com/ New: Embraces entirely virtual or hybrid events, allowing participants to attend and engage from remote locations through online platforms from their own devices, such as tablets, or smartphones. This enable events to reach a global audience as the use of technology allows for more extensive reach and engagement. Virtual events can attract participants from different countries and continents. In the case of the Singapore Grand Prix Formula One event, the new approach introduces hybrid events, allowing for a combination of physical and virtual experiences, enabling fans worldwide to participate remotely. Traditional: Technology is used to support 3. Technology Integration specific event aspects, like audio-visual equipment, but is not central to the event experience. Therefore, the overall technology integration is usually limited. For example, hallmark event like the Chingay Parade used to focus on visual performances along the route as spectators’ experience. Source: 14 https://www.youtube.com/watch ?v=VTvClYa-U8k New: Technology is an integral part of the new approach. Virtual and hybrid events leverage advanced platforms, virtual reality, augmented reality, and live streaming to enhance the event experience. The new approach to organising the Chingay Parade leverages on technology to create multi-sensory event experience, 32  incorporating multimedia displays, LED lights, projection mapping, and real-time audience interaction through mobile apps or social media. 4. Creative versus Standardised Traditional: Standardised events prioritise Events consistency, efficiency, and adherence to established protocols or formats. They aim to ensure a smooth and predictable experience for attendees and organizers. Examples of standardised events include conferences, trade shows, seminars, and sports competitions. New: Creative events prioritise uniqueness, originality, and innovation. They are designed Source: 15 to stand out from the crowd and offer attendees https://www.lbbonline.com/news/iregular- an unconventional and memorable experience. unveils-monumental-interactive-public-art- Creative events are highly customisable and installation-solstice often tailored to meet the specific needs and preferences of the target audience. They focus on creating personalised and engaging interactions with attendees. Example of creative events can include interactive art installations and technology-driven that incorporate cutting-edge technology, such as augmented reality (AR) or virtual reality (VR), to enhance engagement and create unique interactions. 5. Place versus Mobile Events Traditional: The traditional approach to event planning with a focus on the venue or place involves selecting a specific location as the central element of the event. Examples of events that heavily rely on a place-focused approach include concerts in iconic music venues, trade shows in convention centres, and art exhibitions Source: 16 in unique gallery spaces. Place events are hosted https://www.eurokarsgroup.com/brands- by the same place very regularly and have sg/mini-roadshow-at-vivocity/ developed a number of strengths in terms of event knowledge and resource capabilities. 33  Popular events include; The International Motor Show (Frankfurt), Tele-communications Summit (Barcelona), Cannes Film Festival, Munich Oktoberfest and Montreux Jazz Festival. New: Mobile events are events that take place in various locations or move from one location to another. They are not fixed to a specific venue but rather designed to be flexible and adaptable to different settings. For example, the Olympics Games take place in different host cities at each edition of the event and are mobile in nature. Examples of mobile events include roadshows, pop-up spaces, traveling exhibitions, and promotional tours. Traditional: Events typically involves organising 6. Unique Spaces gatherings or activities in familiar or convenient locations. They are often held in well-known venues, conference centres, hotels, or community spaces within the city or town where the event organisers and attendees are based. The focus of such events is primarily on the content, speakers, and activities taking place, rather than the specific location where the event is being held. Source: 17 https://www.kkeventsindia.com/des tination-events/ New: Destination-focus events are events that are specifically designed to highlight and leverage the unique attributes and attractions of a particular destination. These events aim to promote the destination itself and encourage tourism, economic activity, and community engagement. The event's location becomes an integral part of its identity, and the event is tailored to showcase the destination's culture, history, natural beauty, and local offerings. Examples of such events include ecotourism events, culinary events, historical and heritage events. 34  Traditional: Traditional events may have limited 7. Attendee Involvement interactive elements beyond Q&A sessions and networking breaks that involve attendees. Most activities are structured around scheduled presentations, keynotes, and sessions. New: The new approach seeks to maximise attendee involvement. Interactive features are introduced into events and attendees may Source: 18 actively participate in content creation, panel https://echelondesign.com/2020/01 /06/how-to-gamify-your-next-event/ discussions, breakout sessions, live polls and collaborative activities fostering greater engagement between attendees and presenters. For instance, the use of gamification to keep attendees actively involved. 35 Competency 3: Map Out the Stages of Planning for a Successful Event At the end of this competency, students should be able to acquire the following: Knowledge Page 1. Types of Events − Cultural / Art − Community 38 – 41 − Political and State − Entertainment / Leisure − Corporate / Business / Organisational − Private / Personal Events 2. Forces that Affect Events − Economic − Technological 42 – 44 − Social and Cultural Trends − Political and Legal − Environmental − Industry Trends and Competitors Analysis 3. Essentials for planning an event − SMART Objective − Request for Proposal 44 – 46 4. Stages of Event Planning Cycle − Planning − Promotion 46 – 48 − On-site event − Post event 36 5. Five Cs of Event Management − Conceptualising − Costing 49 – 50 − Canvassing − Customising − Carrying Out, Culmination and Control 37 Training Notes for Competency 3: Map Out the Stages of Planning for a Successful Event 1 Types of Events Events come in all shapes and sizes, each with its own distinct purpose and atmosphere. From lively music festivals that ignite the spirit of thousands to intimate corporate conferences that foster professional growth, the world of events is a dynamic realm that caters to diverse needs and desires. This section will discuss the various categories that shape the social landscape. Types of Event Explanation Examples Cultural events bring people together Singapore in many ways that express their ideas, International traditions and values. Festival of Arts It encompasses a wide range of forms, including visual arts exhibitions, theatre performances, music festivals, Cultural/Art dance recitals, literary gatherings, film screenings, and more. Source: 19 www.sifa.sg/media- releases/sifa2020 Cultural and art events not only entertain and inspire, but they also iLight Singapore serve as a means to preserve and promote diverse cultural heritage, foster cross-cultural understanding, and spark conversations around social issues. Source: 20 https://www.ilightsingap ore.gov.sg/about/the- theme/ 38  Community events are gatherings or Police Community activities organised for the members of Roadshow a particular community. These events aim to foster a sense of belonging, promote social interactions, and strengthen the bonds between individuals living in a specific geographical area, sharing common Source: 21 interests, or belonging to a particular https://www.police.gov.sg/ group or organisation. Media-Room/Police- Community Life/2023/06/Back-in-Blue- Police-Community- Roadshow-2023 It encompasses a wide range of forms, including neighbourhood block parties, community outreach, cultural festival Heartstring Walk gathering, education and awareness programme, town hall meeting, and more. Community events not only provide entertainment and social opportunities but also contribute to the overall well- being and cohesiveness of a community. They promote a sense of Source: 22 https://thenewageparents. pride play a vital role in building and com/comchest- sustaining vibrant, engaged, and heartstrings-walk/ supportive communities. Political or state events refer to 2018 DPRK-USA gatherings, ceremonies, conferences, Singapore Summit Political and State or occasions that are related to the government, politics, or the affairs of the state. These events typically involve political leaders, government officials, diplomats, representatives Source: 23 https://www.npr.org/201 from international organisations, and 8/00/12/618904178/phot sometimes members of the public. os-highlights-of-the- trump-kim-summit-in- singapore 39  Such events can be of various scales, ranging from local and regional gatherings to national and international National Day summits. These events often receive Parade media attention and have a significant Celebration impact on public perception and political discourse. Political or state events allow the government to demonstrate their commitment to the constituents, Source: 24 contributing to public engagement and https://www.ndp.gov.sg/ effective governance. Whether during ndp-at-padang/ election campaigns, legislative sessions, or state visits, these events serve as platforms for politicians, government officials, and interest groups to shape public perception, advance their agendas, and foster national and international relationships. Music Concert Entertainment or leisure events are organised primarily for the purpose of providing enjoyment, relaxation, and recreational experiences to the Entertainment/ participants. Leisure Leisure events can range from small Source: 25 https://theindependent.sg local gatherings to large-scale /coldplay-to-perform-in- festivals, concerts, and entertainment Singapore Food spectacles. Festival Entertainment or leisure events play a significant role in enriching people's lives, offering opportunities for enjoyment, socialisation, and cultural Source: 26 experiences, making them an integral https://citynomads.com/si part of leisure time and recreational ngapore-food-festival- 2017-highlights/singapore- pursuits. for-four-nights/ 40  Corporate or business events refer to New iPhone any gathering or occasion organised Product Launch by a business or corporation for its Event employees, clients, stakeholders, or Corporate/Business/ the public. Organisational They can vary significantly in size and format. These events serve various Source: 27 purposes, such as building business https://abc7ny.com/apple- iphone-event-14- relationships, celebrating company announcement-tim-cook- achievements, fostering team spirit, today/12208368/highlights /singapore-for-four-nights/ launching new products or services, Singapore Mice promoting brand awareness, and Forum addressing key issues or strategies. Corporate events play a significant role in creating a positive and memorable experience for attendees while aligning Source: 28 with the company's objectives and https://www.meetings- brand image. conventions- asia.com/News/Events/ A private event is an event or gathering A Wedding Event that is limited to a specific group of people and is not open to the general Private/Personal public. These events are typically organised for a specific purpose or occasion and may involve family members, friends, colleagues, or Source: 29 members of a particular organisation or https://www.theknot.com /content/wedding- community. reception-venue-contract Private events are often held to Baby Shower celebrate personal milestones such as Event weddings, birthdays, anniversaries, or other family gatherings. They can also be organized by companies or organisations for corporate events, product launches, or team-building activities. Source: 30 https://theglitzyballoonc ompany.co.uk/baby- shower/ 41 2 Forces that Affect Events Events are dynamic and greatly influenced by various forces. Whether it is a small-scale gathering or a large-scale event, these forces can significantly impact the planning, execution, and overall success of an event. The following are the forces under PESTLE analysis. Factor 1: Political Force The extent to which a government may influence and impact organisations in the events industry. Event planning is greatly influenced by local, and international government regulations and policies related to trade and tax policies, permits and licensing, health and safety regulations as well as business support initiatives. For instance; Singapore provides strong support for business events through many initiatives such as the Business Events in Singapore (BEiS) grants that reinforce her position as a regional events hub. Events may also be affected by political stability or instability, which can impact attendance, logistics and international collaborations. 42 Factor 2: Economic Force Economic conditions can significantly influence the events management environment. This includes economic growth or decline, GDP, changes in interest and inflation rates, consumer spending which affect business confidence and overall event demand. During economic downturns, event budgets may be constrained, for example; reduced spending by sponsors, leading to more cost-effective event planning and reduced extravagance. The level of disposable income of potential attendees also influence their willingness to participate in paid events. Factor 3: Social-Cultural Force Social and Cultural force refer to changes in the socio-cultural market environment that illustrate customer needs and wants. These changes influence event concept and themes, content and overall attendee experience. Such changes may include emerging social and industry trends, population analytics, and demographics. For instance; consumers' expectations have evolved over time. Attendees now seek more personalised and immersive experiences at events. Event organisers must cater to these expectations by offering unique and engaging activities, interactive elements, and memorable experiences. Events need to align with prevailing cultural trends to attract and engage attendees effectively. Factor 4: Technological Force Advancements in technology have significantly impacted the events management industry. From online ticketing platforms and event management software to event apps and virtual reality experiences, technology has revolutionized how events are planned, promoted, and experienced. Technology influences event experiences, engagement, marketing strategies, and attendee expectations. Staying current with technology is important for event managers as the exponential rise of social media and digital marketing have become essential tools for promoting events and engaging with attendees. Technology in events is now a must- have, and not a good-to-have. Factor 5: Environmental Force With growing awareness of environmental issues, events are increasingly expected to be more sustainable and eco-friendlier. Event organisers must consider the environmental impact of their activities and adopt sustainable practices to meet these expectations. For example, events are incorporating green practices through proper waste management and reduction, more efficient energy usage, and sustainable venue and catering selection. 43 Factor 6: Legal Force Legal refers to the legal allowances or requirements within countries in which an organisation operates in. This may include any trademark related, manpower laws and consumer protection laws. For example, events planners must consider copyright and intellectual property laws when using branded content, music, or art in the event. Other obligations include legal contracts with venues, suppliers, and sponsors influence the execution and success of events. 44 3 Essentials for Planning an Event SMART Objective As an event organiser, setting goals and executing them can often mean the difference between success and failure. Whether it is to increase revenue, grow the audience, or improve on feedback from attendees, using SMART objectives can help to achieve those goals. SMART goals help event organisers formulate specific objectives to help them measure the success of their events. Each aspect of the SMART principle has a unique benefit for organizers looking to set goals for their event. Specific goals help to define what constitutes success, rather than a vague idea of something going well. State very clearly what the event should achieve. Limit objectives to a specific niche, target market, or a group of clients to achieve better results. Measurable goals give the tools to validate success. Setting a number to a goal gives it clarity. It could be anything that can give a specific quantitative or qualitative evaluation to the event, for example; dates, ROI estimation, and number of registrations. Attainable goals mean one will not waste time on objectives that are not realistic. Aim for something that is challenging but still feasible in the particular conditions. Relevant goals keep an event organiser focused on the overall purpose. The interests and expectations of target audience should be reflected and relevant to each of the goals set. Timely goals let an event organiser stay on track with the planning process. Set a detailed timeline. Goals that are aligned with deadlines are easier to control. 45 Request for Proposal A Request for Proposal (RFP) is a document submitted by a buyer, which in this case is an event owner. The RFP is intended to clearly outline everything that the event owner is looking for, including meeting space requirements, the length of the event, and the expected number of attendees etc. It is a procurement method used by GPEs (Government Procurement Entities) EPV (Estimated Project Value) of Sourcing Methods Sourcing Mechanism Intended GP (Government Procurement) Not exceeding S$3,000 Small Value Verbal or Written Quotes Purchases GeBIZ Mall Catalogues Other reliable sources such as flyers, newspapers, previous purchase by other GPEs & the Internet More than S$3,000 but not Invitation to Quote Open Quotation exceeding S$70,000 (ITQ) Limited Quotation Direct Contracting Direct Sourcing Exceeding S$70,000 Invitation to Tender Open Tender (ITD) Selective Tender Limited Tender Request for Open RFP Proposal (RFP) Limited RFP Direct Contracting Direct Sourcing 46 4 Stages of An Event Planning Cycle Source: 31 https://www.slideteam.net/event-details-planning-process-cycle.html The event planning cycle is a step-by-step process involved in organising and managing an event from its initial conception to its post-event evaluation. It refers to a series of interconnected phases that event planners follow to ensure a well-structured and successful event. Food for Thoughts: Can you see the interconnectivity between the phases in the Event Planning Cycle? 47 Phases Explanation The planning phase is the foundation of the entire event and involves meticulous preparation and decision-making. During this phase, event organisers focus on conceptualising the event, setting event objectives, Planning estimating overall budget considering appropriate venue and creating a comprehensive plan to achieve the desired outcomes. In the promotion phase, event organisers focus on raising awareness, generating interest, and driving attendance to the event. Effective marketing and promotional strategies through various channels such as Promotion social media and email marketing are deployed to attract the target audience and build excitement towards the event. The on-site event phase is when all the planning and promotion efforts come to fruition. This phase involves setting up the venue, managing the event in real-time through on-site coordination and communication, On-site Event ensuring smooth operations, and creating a memorable experience for attendees. The post-event phase involves evaluating the event's success, gathering feedback, detailing event’s key metrics measurement and wrapping up all event-related activities such as thanking attendees and sponsors. This Post event phase helps event organisers analysed and reflect upon learning from the event and improve future planning processes. Food for Thoughts: Can you identify some of the key functions in each phases of the Event Planning Cycle? 48 5 Five Cs of Event Management Event management involves the meticulous planning, execution, and control of events to ensure they meet their objectives and are successful. The 5 Cs of event management are crucial elements that guide event planners through the entire process, from conception to culmination and evaluation. Conceptualising To plan a successful event, the first important step is to establish its concept, which includes the overall theme, purpose, and objectives of the event. It is essential to have a clear understanding of what you want to achieve with your event, as it will guide all your planning decisions. Think about the reason for planning the event, whether it is to entertain, fundraise, or create awareness about a specific subject. After determining the purpose of the event, identify the target audience who will benefit the most from attending it. This will help you determine the necessary components, such as speakers, performances, activities, tentative venue and media to be used etc. Costing Event has a cost. Food of the delegates and speakers attending, the cost of the audio-visual equipment, stage set up, chairs, travel cost of speakers and organisers, hotel costs of organisers and speakers, manpower costs and the list goes on. Costing is the preparation of budget for the event, keeping in mind the cost limit set by the clients. It is necessary to know the fund available and the estimated expenses for the event. Creating a provision for risk coverage and managing uncertainties is also critical in event costing. A well-prepared budget ensures that the event stays financially viable and helps in resource allocation throughout the planning process. Canvassing Canvassing activities involve networking and advertising to generate the required mileage for the success of the event, with the ultimate objective of raising funds and obtaining sponsorships for the conducting of the event. There are two types of customers; the Delegates and Speakers, and the Sponsors. The delegates are those who would come to attend the conference and listen to the speakers who speaks about a specific topic of interest. The sponsors could be companies in related industry or sometimes, the government. 49 Customising Customisation of an event focuses on client satisfaction. Reinforcing client requirements towards objective fulfilment and ensuring that it has a blend of creativity and suitability to match changing trends and tastes of clients. Great attention is given to the client’s request to deliver an event that matches their requirements. This phase focuses on tastes of clients, client satisfaction and making the necessary changes in the event as per the requirements of the client. Carrying Out, Culmination and Control Carrying out involves the execution of the entire plan. It brings all planning into action after the plan is revised and evaluated with respect to client requirements, budget limit and any other specified conditions. The culmination phase involves communicating with suppliers, vendors and staff, keeping a close eye on timelines, monitoring security, ensuring everything is set up at the right time, etc. Culmination is about steering the ship in the right direction and putting into action contingency or back up plans if it goes off course. Event control means just that, staying in control. Ensuring things are kept tight and stick to plan as far as possible. Timeline should be drawn and set clear targets of what should be done, when it should be done by and who is responsible for it. It is therefore critical to understand the roles and responsibilities of everyone involved, including staff, vendors, and volunteers, and a contingency plan in place in case of unforeseen circumstances. Maintaining control ensures minimal time and resources wastage on things that are unrelated to the event’s purpose. Food for Thoughts: As you reflect on this module’s lesson, consider this: How can meticulous planning, creative vision, and seamless execution transform an ordinary event into an unforgettable experience? 50 Documentation History Edition Version Reviewed By Approved By Effective Date First Edition Eileen Hair Eileen Hair 19 March 2024 References Tahir, R., Raj, R., & Walters, P. (2017). Events Management Principles & Practice (3rd ed.). SAGE Publications Inc. Choosing a business structure. (n.d.). Default. https://www.acra.gov.sg/how-to-guides/before- you-start/choosing-a-business-structure Getz, D. (2016). Event studies: Theory, research and policy for planned events. (3rd ed.). Routledge. Ferdinand, N., & Kitchin, P. J. (2012). Events Management: In International Approach (1st ed.). SAGE. Capell, L. (2012). Event Management for Dummies. John Wiley & Sons Ltd. Niekerk, M. V., & Getz, D. (2019). Event Stakeholders: Theory and Methods for Event Management and Tourism (1st ed.). Goodfellow Publishers Limited. Shone, A., & Parry, B. (2013). Successful Event Management: A Practical Handbook (4th ed.). Andrew Ashwin. Straeten, K. V. D. (2013). Events: How to Organise a Successful Event (1st ed.). Eventplanner Media. Ghosh, Rajarshi, Event Marketing (June 19, 2020). ttps://ssrn.com/abstract=3631332 or http://dx.doi.org/10.2139/ssrn.3631332 51