GHZA1113

INTRODUCTION TO
EVENT
 CHAPTER 1

AN OVERVIEW OF THE EVENT

FIELD
 The world of events

 Events are temporary occurrences, either planned or

unplanned.

 They have a finite length, and for planned event this is usually
fixed and publicized. People know and expect that events end,
and this fact provides a major part of their appeal. When it is
over, you cannot experience it again.

 Many event are periodic, but each one has a unique ambience,
created by the combination of its length, setting ,
management(i. e its program, staffing and design), and those in
attendance .
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 Planned versus unplanned events

Planned events Unplanned

events
(the realm of (the realms of
professional event spontaneity and
designers and managers unpredictability)

Goals or outcome are Purpose self-defined,

specified by producers of the intentions of participants
Purpose event, and are influenced by might be unclear , diverse ,
key stakeholders even contradictory
 Planned versus unplanned events

Planned events Unplanned events

(the realms of
(the realm of spontaneity and
professional event unpredictability)
designers and managers

Planned and scheduled

Spontaneous activities; or
usually in details; designers
once set in motion by
Programme seek to create ‘experiences’ agents, actions become
for guests, participants and
rather unpredictable
spectators
 Planned versus unplanned events

Planned events Unplanned events

(the realms of
(the realm of spontaneity and
professional event unpredictability)
designers and managers

No management systems
Control are imposed by
in place, only a degree of
managers and other formal
Control normal civil control;
stakeholders , including
sometimes a police
governments
response is required
 Planned versus unplanned events

Planned events Unplanned events

(the realms of
(the realm of spontaneity and
professional event unpredictability)
designers and
managers

No organisations or legal
Producers and managers entity is accountable
Accountability are formally held overall, individuals can be
accountable held accountable for their
actions, under law
Definition of special
events
 Definition of special events

 “Phenomenon arising from those non-routine

occasions which have; leisure, cultural, personal
and 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.”

Shone & Parry (2001)

 Definition of special events

 “A unique moment in time with ceremony and

ritual to satisfy specific needs. It always planned,
always arouse expectations and always motivate
by providing a reason for celebration.”

Goldblatt (1990)
 Definition of special events

 “A one time or infrequently occurring event

outside the normal program or activities of the
sponsoring or organizing body. An opportunity for
a leisure, social or cultural experience outside
the normal range of choices or beyond everyday
experience.”

Getz (1997)
The quality of
specialness
 The quality of specialness

 A multiply goals - specialness is related to the diversity of goals that

events successfully pursue

 Festive spirit - specialness increases with the ability of events to create

a true festive spirit; the ambience can encourage joyfulness. Freedom
from routine constraints, and inversion of normal roles and functions

 Satisfying the basic needs - all the basic human needs, and related
leisure and travel motivations, can be satisfied in part through events.
Specialness increases as the number of needs and related motives are
better satisfied

 Uniqueness - “must see”, “once in a lifetime”

 Quality - poor quality will destroy and pretenses of being special; high
quality events will go beyond customer experience and generate high
levels of satisfaction
 The quality of specialness

 Authenticity - related to uniqueness, indigenous culture

cultural values and attributes

 Tradition - many event have become traditions, rooted in

the community, and attractive to visitors because of the
associated mystique. (Hallmark events)

 Flexibility - developed with minimal infrastructure, can be

moved in space and time, and adapted to changing market
and organizational needs. This fact makes them special
products for organization and destinations
Types of events
 Types of events

 There are many different ways of

categorising or grouping events,
including;

a) By size
b) By form
c) By content
 Types of events

a)SIZE

 Special events often characterised according to their size

or scale

 Common categories are:

i - mega-events
ii - hallmark events
iii - major events
iv - local/communities events
 i. Mega Events

Definition

 Their volume should exceed 1 million visits, their capital

cost should be at least $500million, and their reputation
should be that of a ‘must see’ event (Marris & Getz,2005)
 Extraordinarily high level of tourism , media coverage ,
prestige , or economic impact for the host community ,
venue or organization (Getz,2005)
 Events that expressly targeted at the international tourism
market and may be suitably described as ‘mega’ by virtue
of their size in terms of attendance, target market, level of
public financial involvement , political effects, extent of
television coverage, construction of facilities , and impact
on economic and social fabric of the host community
 i. Mega Events

Characteristics

 Those are so large

 Affect the whole economic and global media
 Volume exceed 1 millions visits
 Capital cost should be at least $500 million
 Example: FIFA World Cup, Olympic Game
 ii. Hallmark Events

Definition

 Major one–time or recurring event of limited duration,

developed primarily to enhance awareness, appeal and
profitability of a tourism destination in the short term and
/ or long term. Such event rely for their success on
uniqueness , status, or timely significance to create
interest and attract attention (Rithie,1984)

 Event that possess such significance , in terms of tradition,

attractiveness, quality or publicity, that the event provides
the host venue, community, or destination with a
competitive advantage (Getz,2005)
 ii. Hallmark Events

Characteristics

 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 place, and gain widespread
recognition and awareness.

 Possesses such significance in term of tradition, image, or

publicity

 Example: Oktoberfest in Munich

 iii. Major Events

Characteristics

 Events that, by their scale and media interest, are

capable of attracting significant visitor numbers, media
coverage and economic benefit

 Example : Hyundai Hopman Cup in Tennis

iii. Major Events
 iv. Local and Community
Events

Definition

 Family-fun events that are considered ‘owned’ by a

community because they use volunteer services from the
host community , employ public venues such as streets, parks
and school and are produced at the direction of local
government agencies or non-government organisations
(NGOs) such as service clubs, public safety organisations or
business associations.
 iv. Local and Community
Events

Characteristics

 Targeted mainly local audiences and staged primarily for

their social , fun and entertainment value.
 Often produce a range of benefits , including stimulating
pride in the community, strengthening a feeling of belonging
and creating a sense of place.
 Also help to expose people to new idea and experiences ,
encourage participation in sports and art activities and
encourage tolerance and diversity.Local governments often
support this event as part of their community and cultural
development strategies.
 Example; charity fundraising event
 Types of events

b) FORM OR CONTENT

 Events also classified according to their purpose or to the

particular sector to which they belong, for example:
 Sport events
 Cultural events
 Arts event
 Political events
 MICE events
 Recreational events
 Special events
 Private events
The characteristics of
events
The characteristics of events
 Uniqueness
 participants, the surrounding, the audience.
 E.g Wedding.
 Perishability
 Cannot be repeated in exactly the same way
 Ambience and service
 Right ambience can be a huge success
 The characteristics of events

 Labor Intensive
 Both organization and operation
 Fixed time scale
 Unlike routine activities
 Intangible
 Experience the activities
 Personal contact and interaction
 Not only watching the event, help to create atmosphere
The structure of the event
industry
 The structure of the event
industry
1) Event Organisations
 event specific bodies such as Sydney festivals , the Adelaide
festival
 corporate events are often organised by in-house event
teams or by project teams within the companies that are
putting on the event
 The structure of the event
industry
2) Event Management Companies
 professional group or individual that organise events on a
contract basis on behalf of their clients
 the specialist companies often organise a number of events
concurrently , and develop long-term relationship with their
clients
 The structure of the event
industry
3) Event Industry Supplies
 Work in direct event-related areas, such as staging , sound
production, lighting , audio visual production ,
entertainment and catering, or they may work in associated
areas such as transport, communications, security and legal
services and accounting services

 Their expertise and increasing specialisation assist the

production of professional and high-calibre events
 The structure of the event
industry

4) Venue
 Venue management often includes an event management
component, whether as part of the marketing of the venue
or as part of the servicing of events clients.
 Many venue such as historical houses, galleries , museums,
theatres , universities and libraries create additional
revenue by hiring their facilities for functions and corporate
events.
 Types of venue commonly include; hotel, resorts, convention
and exhibition centre , sports and fitness centres, sport
stadiums , performing art centres, heritage sites , theme
parks, shopping centres and markets.
 The structure of the event
industry
5) Industry associations
 The diversity of industry has risen the multiple associations
such as The international Special Events Society (ISES-
www.ises.com), Meeting & Event Australia (MEA-
www.meetingsevent.com.au), The exhibition and Event
Association of Australasia (EEAA-www.eeaa.com.au)
 The structure of the event
industry
6) External regulatory bodies

 Responsible for overseeing the conduct and safe staging of the

events, and these bodies have an integral relationship with the
industry.
 E.g regulation the creation of temporary structures , traffic plans ,
noise restrictions and so on.
 Council also often oversee the application of state laws governing
the preparation and sale of food and by laws regarding the street
closures, waste management and removal.
 Event organiser also responsible to provide a safe workplace and to
obey all laws and statues relating to employment , contacts,
taxation and so on.
 The professional event manager needs to be familiar with the
regulations governing events and to maintain contact with the
public authorities that have a vested interest in the industry.
Restrictions to event growth
 Restrictions to event growth

 Lack of supporting infrastructure: expected by event visitors

(such as ease of access and quality hotel facilities)

 Visa restrictions: There is a lack of consistency across Asia on

tourist visa policy

 Civil unrest and domestics tension: In some Asian countries,

concern for safety is an important consideration

 Economic crisis: The global financial crisis will also impact

travel to Asia

 Health scares, personal hygiene and sanitation: EBOLA, SARS

and poor hygiene can deter travel
 Restrictions to event growth

 Conservation: Lack of policing and planning in some Asian

destinations has lead to heritage destruction and city
congestion

 Policy and legislation: Adequate laws to police and protect at

events can negatively impact event growth and participation

 Lack of event knowledge: A lack of understanding of the

complexity of event management can lead to poor briefs and
badly managed events
 Major event trends

Integrated Resort development

 A purpose built entertainment complex with business
and leisure products all within one roof

E-event
 Electronic connectivity assists in areas such as
registration, marketing, participant communication and
event evaluation

Green event
 Events have greater concern for their carbon footprint
with various ‘green codes’ being put in place