Introduction to Event Management Chapter One Introduction to Event Management

Chapter learning objectives 1.1 Appreciate events’ cultural, economic and strategic significance 1.2 Identify the range of events and activities that are included in the study of event management 1.3 Understand the range of jobs available in the event industry, as well as the required skills and attributes 1.4 Explain the history and development of the event industry and the implications for the management of current events 1.5 Appreciate the significance and importance of professional associations in the event industry

Chapter learning objectives 1.6 Explain the impact, scope and significance of corporate events and the MICE industry 1.7 Understand the impact of globalisation on event management 1.8 Explain the importance of environmental sustainability as it relates to the event industry 1.9 Explain the importance of social responsibility as it relates to the event industry 1.10 Understand the potential benefits associated with triple bottom line reporting 1.11 Access information on event management.

Units of Competence and Elements SITXEVT301 Access information on event operations Access and interpret relevant industry information Source information on event industry practice, products and services Source and use compliance information in daily activities Access and use information on events technology Update personal and organizational knowledge of the event industry SITXEVT601 Research event trends and practices Research event ideas and management practice Evaluate information to inform work practice Extend event management skills and knowledge

Introduction Events can help define our lives, community, nation and our culture. They include: private or family events such as birthdays and weddings religious events such as christenings milestone events such as graduations music concerts and festivals sporting events community and cultural events corporate events.  Review: Have students discuss events they have attended recently, and the reason they were held. Find examples of each type of event.

The need for event management Events are increasing in scope, size and complexity. Event management: is the way to plan, organise and manage resources in a systematic manner to create successful events reduces risk and uncertainty associated with the running of events helps to ensure that potential benefits are realised facilitates the continuous improvement of events.

The economic significance of events Events can have major economic impacts in the short and long term Short term economic impacts the direct impact of the event itself the multiplier effect increased tourism before and after the event Long term economic impact increase in the profile of the host cities as a tourist destinations attract overseas investment increase in infrastructure in host cities e.g.: venues and transport. Impacts can be multiple. Sometimes impacts that are not considered become apparent after the event.

The cultural significance of events Events can have direct and indirect cultural impacts Direct cultural impacts Celebrations of cultural diversity and enrichment eg.: Chinese New Year celebrations, St. Patrick’s Day Indirect cultural impacts Crossing cultural boundaries e.g.: Olympics Bringing generations together e.g.: Woodstock.

The strategic significance of events Events can be utilised by government and by the private sector to support a range of strategic initiatives Government strategic initiatives community event at a local level tourism promotion at a state and federal level Private sector strategic initiatives Corporate conferences to develop networks and stimulate innovation Exhibitions, sales promotions and trade shows to stimulate business Meetings and conventions to share state of the art information

The nature and scope of events Event size Mega events Worldwide audience and exposure Considered ‘must-see’ events Significant economic and social effects Example: Olympic Games, FIFA World Cup, USA NFL Super Bowl Hallmark events Held in same location every time Become synonymous with the location Example: Tamworth Country Music Festival, Sydney Gay Mardi Gras  Discussion: As a class, try and come up with 20 Hallmark events from around the world. Discuss why some may not be considered Hallmark events

The nature and scope of events Event size (continued) Major events Can attract relatively large amounts of media coverage, economic benefits and visitors Generally ‘boutique’ style events with limited following Not ‘must-see’ events for all people Example: Goodwill Games, AFL Grand Final Minor events Often community events generated by local government Usually have social, cultural or entertainment objectives Example: Man from Snowy River Bush Festival in Corryong, NSW  Review: List the events that you have attended or watched on TV under each of the four Event Size categories.  Debate Topic: The Commonwealth Games is a Major event, not a Mega event.

Event types Events may be categorised as: Sporting events Entertainment and music festivals Arts and cultural festivals Family events Fundraising events Corporate events Each type of event brings with it quite different event management problems, opportunities and challenges

Local, national or global? Over the past few decades, events have become more global and have gained greater media exposure and huge virtual audiences Potential for strengthening international links Potential impact on the profile and exposure of various host cities Potential marketing impact for sponsors Even local events may have a global impact and may be effected by global issues Impact of social media

Jobs and careers in event management Role of Event Manager Responsible for design, planning, organisation and coordination of events. Involved in every aspect of the event Design/signage/displays Marketing/promotion Catering AV/technical Entertainment/performers/presenters Finances/sponsorship  Review: Brainstorm some other job roles in the events industry in small groups or as a class. Use career websites to check current vacancies. What skills and attributes do they ask for?

Jobs and careers in event management Skills required for working in events Organisational/planning skills General communication skills Team skills Customer service skills Computer skills Relationship-building skills Marketing skills Leadership skills Oral communication skills Administration skills Written communication skills Sales skills These skills are based on requirements in employment vacancies. How can these skills be obtained?

History, development and significance of the event industry Many events evolved from cultural celebrations: Chinese New Year St Patrick’s Day. Recent decades have shown economic potential for mega events in particular, e.g.: Olympic Games. MICE sector increased incomes, tourism potential and employment outcomes for host cities. Late 1980’s – increasingly sophisticated events required systematic approach, creating a professional industry.

History, development and significance of the event industry Event Organisation – stage particular events. Event Management Companies – organise events on behalf of clients on a contractual basis. Event Suppliers – provide services such as catering, entertainment and security. Some offer several services as a ‘one-stop shop’. Event Venues – emerging to facilitate events.

Professional associations relevant to the Australian event industry Professional Associations provide the following services for members: professional development networking recognition and accreditation enhanced professionalism through Code of Conduct and ethics awards programs conferences and events promotional activities.

Professional associations relevant to the Australian event industry Examples include: Meetings and Events Australia (MEA) Exhibition and Event Association of Australasia (EEAA) International Special Events Society (ISES) International Festival and Events Association (IFEA) International Congress and Convention Association (ICCA) Australian Entertainment Industry Association (AEIA) Events Industry Association (WA) Venue Management Association (VMA)  Activity: Allocate each student a Professional Association to research. Do others exist, either in Australia or Internationally?

Corporate events and the MICE industry Meetings Gatherings for decision making and sharing information. May involve presentations and discussions. Incentives Reward for high levels of performance or achievement. Offer an experience they would unlikely have otherwise. Conventions Formal gatherings of people from same industry or occupation. Exhibitions Inform visitors of products and services available within an industry, usually for people from same trade or industry.

The impact of globalisation Air travel and communication advances have led to knowledge on a global scale. Mega events are simultaneously watched by audiences on-site and in other countries. Rapid increase in the number and scale of events has led to increases in professionalism. Knowledge and understanding of event management processes are taking place due to global communications, training and research.

Environmental sustainability in the event industry Environmental sustainability – carbon footprints, climate change and impact of events. Tools to measure impacts: EPA Victoria’s Ecological Footprint Calculator Sustainable Event Management System (SEMS). Sustainable practices will become more important as the general public increases awareness. Could become a requirement for investment and sponsorship. These tools have been developed to assist event management to increase sustainability, reduce impacts and often reduce costs. Have students investigate these and source others.

Environmental sustainability in the event industry Transport Development of a travel plan encouraging public transport Venue Use of venues with sustainability programs Catering Use of organic, reusable and biodegradable products Communication Reducing paper use and using recycled products Materials Using suppliers with sustainability policies

Social responsibility in the event industry Social responsibility – the way an organisation treats employees, customers and the community. Employees Policies improving work environment and work/life balance Improving health and safety, conditions and EEO Customers Ethical practices, customer service and value for money Community Staging events supporting local objectives Avoidance of harm, inconvenience and annoyance to locals

Triple bottom line reporting (TBL) Measures the financial, environmental and social bottom lines of an event. Reflects public attitude that finance is not the only consideration. Creates a balanced view of performance. Performance indicators could include: Economic – increased employment, tourism Social – volunteering legacy, interest in sport Environmental – waste minimisation, tree planting.

Accessing information on event management Accessing relevant information has become more important as: The events industry continues to grow Pressures increase for events to be conducted efficiently and effectively The need for innovation and continuous improvement increases Events play an increasingly strategic role in both the public and private sector. This is even more important in a rapidly changing social and technological environment.

Accessing information on event management Event management information can be accessed via: Event management industry magazines Academic journals in event management Event industry associations Tourism and convention bureaux Australian and overseas event management internet sites Federal, state and local government departments Social media

Chapter summary Events are not a new idea! Event management evolved due to a need for a more professional and systematic approach. Impacts can be economic, cultural or social. Events can be categorised according to size or type. There is a vast variety of job roles. The industry now includes several diverse groups. Professional Associations seek professionalism. MICE sector is booming. Sustainability and social responsibility are increasingly important in the modern industry. Accessing information on event management Impacts – slide 5 Categorisation - slides 6-8 Job roles and skills – slides 9-10 Groups – PCOs, suppliers, venues etc – slide 12 Professional Associations – slide 13-14 MICE sector – slide 15 Sustainability – slide 17-18 Social responsibility & TBL Reporting - slides 19-20