CHAPTER 1 EVENT INDUSTRY KNOWLEDGE TYPES OF EVENT

CHAPTER 1 EVENT INDUSTRY KNOWLEDGE

TYPES OF EVENT 1. Mega – events: Mega – events are those events that are so large that they affect whole economies and reverberate in the global media. 2. Hallmark events: The term ‘ Hallmark events refers to those events that become so 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.

3. Major events: Major events are events that are capable, by their scale and media interest, of attracting significant visitor numbers, media coverage and economic benefits. 4. Local or community events: Most community product a host of festivals and events that are targeted mainly at local audiences and staged primarily for their social, fun and entertainment value.

1. SIZE OF EVENT 1. 1 Mega-events The largest events are called mega-events and these are generally targeted at international markets. The Olympic Games, Commonwealth Games, World Cup Soccer and Superbowl are good examples.

1. 2 Hallmark events hallmark events are designed to increase the appeal of a spacific tourism destination or region. 1. 3 Major events These events attract significant local interest and large numbers of participants, as well as generating significant tourism revenue.

1. 4 Minor events Most events fall into this last category, and it is here that most event managers gain their experience.

2. TYPES OF EVENTS 2. 1 Sporting 2. 2 Entertainment, arts and cultural festivals 2. 3 Commercial, marketing and promotional events 2. 4 Meetings, conventions and exhibitions : MICE (Meetings, Incentives, Conferences and Exhibitions)

2. 5 Family events 2. 6 Fundraising 2. 7 Miscellaneous events

Form or content 1. Festivals: Festivals are an important expression of human activity that contributes much to our social and cultural life. 2. Sports events: The testing or sporting prowess through competition is one of the oldest and most enduring of human activities, with a rich tradition going back to the ancient Greek Olympics and beyond. 3. The MICE industry, or business events

SOCIAL OR SPECIAL EVENT v. Anniversaries v. Expositions v. Political rallies v. Art Exhibits v. Fairs v. Reunions v. Auctions v. Fashion shows v. Road shows v. Award banquets v. Festivals v. School functions v. Book signing v. Fundraisers v. Showers v. Ceremonies v. Historic reenactments v. Sporting events v. Cocktail receptions v. Galas v. Trade shows v. Community programs v. Golf Tournaments v. Tributes v. Concerts v. Parades v. Weddings

BUSINESS OR EDUCATIONAL EVENTS v. Board meetings v. Intensives v. Sessions v. Classes v. Lectures v. Shareholder meetings v. Clinics v. Meetings v. Symposiums v. Conferences v. Retreats v. Trainings v. Conventions v. Sales meetings v. Workshops v. Forums v. Seminars

3. THE EVENT TEAM • • Venue managers Stage managers Lighting, audio and video companies Decorators and florists Entertainers Employment agencies Rental companies Public relations and marketing consultants

• • • Security companies Catering companies Cleaning companies Ticketing operations Printers.

THE STRUCTURE OF THE EVENT INDUSTRY 1. Event organization: Events are often staged or hosted by events organizations, which may be event – specific bodies. 2. Event management companies: Event management companies are professional groups or individuals that organize events on a contract basis on behalf of their clients.

3. Event industry suppliers: The growth of a large and complex industry has led to the formation of a wild range of specialist suppliers. These suppliers may work in direct event related areas, such as staging, sound production, lighting, audiovisual, production, entertainment and catering. 4. Venues: Venues management often includes an event management component whether as part of the marketing of the venue or as part of the servicing of event clients.

5. Industry association: The emergence of the industry has also led to the formation professional association providing networking, communications and liaison within the industry, training and accreditation programs, codes of ethical practice, and lobbying on behalf of their members. 6. External regulatory bodies: As noted, contemporary events take place in an increasingly and complex environment. A series of government and statutory bodies are responsible for overseeing the conduct and safe staging of events, and these bodies have and integral relationship with the industry.

EVENT MANAGEMENT, EDUCATION AND TRAINING 1. Identifying the knowledge and skills required by event managers • • history and meaning of festivals, celebration, rituals and other events historical evolution ; type of events trends in demand supply motivations and benefits sought from events

• • • roles and impacts of events in society, the economy, environment and culture who is producing events, and way event setting operations unique to events management unique to events marketing unique to events program concepts and styles

2. Event Management Body of Knowledge Domain Structure Domains Administration Design Marketing Operation Risk Financial management Catering design Marketing plan management Attendee management Compliance management Human resources management Content design Materials management Communications management Decision management Information management Entertainment design Merchandise management Infrastructure management Emergency management

3. Training delivery 3. 1 Industry associations 3. 2 Universities and other tertiary education institutions

4. EVENT TECHNOLOGY Relationships within the event industry Arts and Entertainment Industry Corporate/Bu siness and Associations Sport Industry And Associations Event Committee or Major Client Government bodies : - Federal - State - Local Tourism and Hospitality Industry and Associations - Emergency service - Transport Authority - Police Event Management Team Paid / Volunteer / Contract Staff Primary functional MARKETING FINANCE HUMAN RESOURCES SITE/OPERATI ONS PRODUCTION/C OMPETITION

EVENT TECHNOLOGY (Cont) • • • Project planning software. Venue booking systems. Audience reservation and registration systems. Identification and accreditation systems. Employee records and police checks Security systems. Timing and scoring systems. Broadcasting systems. Communications systems.

5. EVENT MANAGEMENT ASSOCIATIONS AND RESOURCES 5. 1 5. 2 5. 3 5. 4 5. 5 Entertainment Industry Association Exhibition & Events Association The Festivals & Events Assciation International Festivals & Events Association Venue Management Asoociation

6. Employers That Hire Event Planners Event Planning Companies Event Planning Firms You can find local event planning company listings in the phone directory, your chamber of commerce or through the internet. One website that lists some companies is: http: //www. ises. com. Public Relations Firms Not all PR firms handle event planning so ask is event planning is part of their service. A website to find PR firms: http: //www. prsa. org.

Advertising Agencies Similar to PR firms, not all advertising agencies handle event planning. Some agencies that are full service will do some event planning. Look at these websites for a limited list of advertising agencies: http: //www. aaaa. org or http: //www. aaf. org. Destination Management Companies (DMC) DMC’s provide local event planning services for companies that want to hold an event in a different city. They essentially handle all the details once the group arrives at their destination. They are hired for their local knowledge and resources to plan tours, meetings, conventions and other events. Here a couple of websites to check out: http: //www. adme. org, http: //www. globaleventspartners. com, http: //www. dmc-net. com/cfmpages/search 1. cfm.

Incentive Houses Incentive houses specialize in developing programs to motivate employees. Try this website: http: //www. siteintl. org and visit their guest login or become a registered user.

7. Hospitality Industry The hospitality industry offers many job opportunities in the event industry. Jobs in the hospitality industry usually provide services to event planners. There a variety of jobs in this industry and may include a combination of services. Hotels and Resorts Hotels and resorts host numerous events from banquets to business meetings to weddings. Sales and caterings, sales and marketing, or sales manager positions will offer experience in event planning. Whether it’s booking rooms or helping to select menus for a party, there is valuable experience in hotels and resorts. All major hotel chains have websites.

Tourism Organizations Convention and Visitor Bureaus (CVB) act as a community’s official destination management company and offer dozens of services. They are a resource for the event planner. Working for a CVB will get you unlimited contacts and experience in the event planning arena. Clubs These types of destinations can be a great place to work. Some clubs have in-house event planners while other hire outside consultants. Clubs host numerous types of events. Some clubs where you can get event planning experience are: Country Clubs, Cultural Centers, Golf Clubs, Military Clubs, Private Clubs, University Faculty Clubs, Yacht Clubs, etc. A website that is a great resource is http: //www. cmaa. org. Cruise Lines Many staff members work on dry land but there are jobs that actually are on board. A beneficial website to surf: http: //www. sealetter. com/resources. html.

Vendors and supplies offer a variety of job opportunities. These positions will give you the chance to assist clients in planning events. Some of these include: caterers, party rental companies, etc. Attractions Any place that attracts tourists will offer event planning opportunities. Many hold events to promote themselves or rent out their facility for events. Some attractions are: amusement parks, aquariums, casinos, family fun centers, factory tours, ghost towns, historic sites, monuments, museums, national and state parks, performing arts, professional sports teams, raceways, scenic trains, theme parks, visitor centers, wineries, zoos, etc.

8. The Corporate Market The corporate market includes corporations, associations, nonprofit organizations, educational institutions, governmental offices, hospitals, etc. You can work for one of these businesses as a meeting planner, in administration, in corporate communications, human resources, marketing, member relations, or public relations. Corporations Most large corporations have in-house event departments and staff. In smaller companies events usually fall into the hands of the office manager or someone in the human resources department and occasionally they may hire out.

Trade and Professional Associations This market offers tremendous opportunities for event planners. These are any group with a common interest. Many of these associations hold an annual conventions and a variety of other events. Here is a website of over 6, 500 associations: http: //www. asaenet. org. Non-Profits This is another incredible market for event planners. Non-profits are continually holding fund raisers and other special events either to raise money or promote themselves.

Government There is an incredible market for event planners in the government sector. All types of events are planned by cities, states, and of course individual departments within. Keep in mind the political arena and all the events produced around election time, the social service departments and the different types of events they have, etc. Educational Facilities Educational facilities hold homecoming events, fund raisers, alumni activities, ground breaking festivities, conferences, seminars, symposiums, etc.

9. ETHICAL ISSUES • Promote and encourage the highest level of ethics • Strive for excellence in all aspects of our profession • Use only legal and ethical means in all industry negotiations and activities • Protect the public against fraud and unfair practices • Maintain adequate and appropriate insurance coverage for all business activities

• Maintain industry standard of safety and sanitation • Provide truthful and accurate information • Commit to increase professional growth and knowledge • Strive to co-operate with colleagues, suppliers, employees/employers and all persons • Subscribe to the ISES Principles of Professional Conduct and Ethics

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