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Chapter 13: Special Events

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1 Chapter 13: Special Events

2 Chapter 13 Special Events
Event Planners Event Management Challenges Classifications of Special Events Required Skills and Abilities Special Event Organizations The Job Market Trends

3 Event Planners Event planning is a general term that refers to a career path in the growing field of special events Its forecast includes a growing demand for current and future employment opportunities The title event planner was first introduced at hotels and convention centers

4 Event Planners Person responsible for planning the event from start to finish Setting the date and location Advertising the event Providing refreshments Arranging catering, speakers, or entertainment There is variety of skills needed to be an effective planner

5 Event Management Requires vision and leader-manager skills
Key result areas: Marketing Financial Operational Legal Sponsorships To gain business, event managers prepare a proposal for the client’s approval and contract signature

6 Event Management Events can be costly
In addition to advertising, there is a location charge, security costs, labor costs, and production costs Usually, the event manager has a good estimate of the number of ticket sales expected The contract requires careful preparation because it is a legal document and will guarantee certain provisions

7 Figure 13-1 The Event Planning Process

8 Event Planning The first stage of event planning is the research stage and should answer the following questions: Why should a special event be held? Who should hold it? Where should it be held? What should be the focus of the event? What outcomes are expected? Second stage: Design: Allows freedom in creativity and the implementation of new ideas that support the objectives of the special event

9 Event Planning Third Stage: Planning: Determine budget
Selection of event site Selection of accommodations Travel arrangements Negotiate contracts Arrange catering Arrange entertainment, speaker, music Audiovisual needs Create marketing plan Prepare invitations and event packets

10 Event Planning Coordination:
This may be a stressful time due to unforeseen problems occurring, or it may be a truly rewarding time with a flawless execution Involves decision-making skills and abilities as the event progresses Evaluation: Should take place during each of the stages of the event planning process, and is a final step that can measure the success of the event in meeting the goals and objectives

11 Challenges Time management Financial management Technology
Effective human resource management

12 Classifications of Special Events
Corporate events: Annual meetings, sales meetings, new product launches, training meetings and workshops, management meetings, press meetings, incentive meetings, and awards ceremonies Continues to lead the event business industry Association Events: Range from a monthly luncheon to a yearly convention Planned 2–5 years in advance Destination is the determining factor

13 Classifications of Special Events
Charity balls and fundraising events: Unique opportunity for the event manager to work with the particular group or charity Normally, a theme is chosen for the event

14 Classifications of Special Events
Social Functions: Weddings, engagement parties, and holiday functions Planners or managers work on a broad variety of events SMERF (social, military, educational, religious, and fraternal organizations) is a category of organizations that fall into the social events category

15 Classifications of Special Events
Fairs and Festivals: Purpose of most fairs in the United States is usually related to the agriculture industry Festivals are planned events that are often themed to the celebration’s purpose

16 Classifications of Special Events
Concerts and sporting events: Many concerts are planned as fund-raisers Opening ceremonies, halftime, and post-game shows for sporting events provide another “arena” for an event manager to select as a career path

17 Classifications of Special Events
Mega Events: Mostly sporting events The Olympics The World Cup The Super Bowl The World Series The Masters The U.S. Open The British Open US PGA Championship

18 Required Skills and Abilities for Event Management
Leadership skills Ability to communicate with other departments Project management skills Negotiation skills Coordinating and delegation skills Budgeting skills Ability to multi-task Enthusiasm Effective social skills Ability to form contacts

19 Special Event Organizations
International Festivals and Events Association: Provides fund-raising and modern developmental ideas to the special events industry Certified Festival and Event Executive: Training to enhance the level of festival management training Meeting Planners International: Empowers meeting professionals to increase their strategic value through education, clearly defined career pathways, and business growth opportunities (MPI Website) Offers 2 programs: Certified Meeting Professional Certification in Meeting Management

20 Special Event Organizations
Local Convention and Visitors Bureaus: Not-for-profit organizations Primary functions: Encourage groups to hold meetings, conventions, and trade shows in the city or area it represents Assist those groups with meeting preparations during the event Encourage tourists to visit the historic, cultural, and recreational opportunities the destination offers

21 The Job Market Allow yourself to gain all the experience you can in the food and beverage aspect of the hospitality industry The next step is obtaining a sales position Laterally move to a catering sales position within a hotel

22 The Job Market Now you can pursue several different angles:
A promotion to a convention service manager within a hotel Moving into off-premise catering as a sales consultant Joining a production company Affiliating yourself with a destination management company (DMC) After another 2 years creating and selling your heart out, you will be ready for the big leagues!

23 Trends The special event industry is forecasted to grow, as clients want ever more spectacular events Events are increasingly more complex involving multimedia presentations, elaborate staging, and frequently upscale food and beverage service Technology presents both an opportunity and a challenge—an opportunity in that it can facilitate event planning and management and a challenge in that new software programs must be mastered

24 The End

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