1. Special Event Management BMO5401
LECTURE 1
INTRODUCTION
DEFINING THE EVENT

2. Prescribed Text Allen, J., O’Toole, W., Harris, R, McDonnell, I.
Festival and Special Event Management,
4th edition. Wiley Books, Brisbane 2008

3. Key Study Areas within Events
Economics
Planning
Marketing & Promotion
Sponsorship
Safety and Risk
Evaluation – TBL / I/O Sustainability
Culture

4. Overview of Events Management
Some Definitions of Events
The Nature and Significance of Events
Why Events are Held
Forces and Trends in Events
The Role of Event Managers
Leadership Personalities

5. Key Roles within the Events “industry”
Event co-ordinator
Event sales executive
Event production assistant
Production Manager
Event manager
Hiring assistant
Venue manager
Creative director
Operations Manager
Conference organiser
Public Relations executive

6. Definitions of Events
“A unique moment in time celebrated with ceremony and ritual to satisfy specific needs.” (Goldblatt, 1990)
“A special event is a one-time or infrequently occurring event outside the normal program or activities of the sponsoring or organising body.” (Getz, 1997)
“To the customer or guest, a special event is an opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience.”
(Getz, 1997)

7. Event Generators Federal Government Event Corporations
Civic celebrations, Australia Day, Anzac Day, Centenary of Federation
Event Corporations
Major Events – focus on sporting and cultural events
FINA, F1, Red Bull Air-race, Womadelaide
Public Space authorities
Public entertainment, leisure and recreation events
(Federation Square, Darling Harbour, Olympic Park)
Tourism
Festivals, special interest and lifestyle events, destinational promotions (Talkabout, Outback cattle drove)
Convention Bureaus
Meetings, Incentives, Conferences, Exhibitions
Arts
Arts festivals, touring programs, themed art exhibitions
(Winter Masters, Australian Impressionism, Living Artists week)
Ethnic Affairs
Ethnic festivals, Full Moon festival, Chinese New Year
Sport and Recreation
Sporting events, national and state sporting competitions
Racing and Gaming
Racing meetings and racing carnivals
(Spring racing carnival)
Economic Development
Industry development and job creation benefits
IT and Biotech conference
Local Government
Community Events, local festivals and fairs

8. Types of Events Civic Events Australia Day, Anzac Day celebrations
Mega Events
Olympic Games, Commonwealth Games, World Trade Expo
Sporting Events
Australian Open (Tennis, Golf), AFL Grand Final,
Melbourne Cup
Hallmark Events
Expositions
Australian Tourism Exchange (ATE), Motor Show, Boat Show
MICE Events
Meetings, Incentives, Conferences and Exhibitions
Fairs and Festivals
St Kilda Fest, Gay and Lesbian Mardi Gras, Comedy Festival, Yarra Valley Grape Grazing

9. Events and their role in place promotion
Hallmark or mega Events have a role in place promotion
Events such as these are seen by millions. This industry has mirrored the explosive growth of media, entertainment, and tourism (Stedman, 2001) and the merging of all three.
Made for TV events
Sports Tourism (Fanatics)
Key outcomes expected of Hallmark/Mega events:
Increase global awareness
Stimulate regional economic growth
Long term imagery enhancement
Increase community pride of region

10. Types of Events (Figure 1.2 p12 Allen et al.)
attendance,media,profile,infrastructure, costs, benefits)
Scale of impacts
Local/community Major Hallmark Mega-event
Size of event

11. Mega Events (broad overview)
Significant Events
So large that they “reverberate around the world”
Olympics
– Beijing 08, London 12
FIFA World Cup
World Fairs / Expos
Their volume should exceed 1 million visits
Their capital cost should exceed $500M
Reputation as a “must see” event

12. Mega Events - Characteristics
Mega events (not always clearly defined)
Long lead in time:
Australia is currently aiming for 2018 FIFA World Cup of Soccer
Requiring investment in infrastructure
Transport Systems, venues, airports
Global audience
via Media, Print/TV/Internet
Marketed to the world
Requires Someone to Decide
Political will and large public investment

13. Some of Victoria’s Hallmark Events
Spring Racing Carnival
Melbourne International Festival of The Arts
Australian Open
Australian F1 Grand Prix
Australian Motorcycle Grand Prix
Ballarat Begonia Festival
Melbourne Food and Wine Festival
Melbourne Comedy Festival
AFL Grand Final
Australian International Air Show
Bells Beach Classic

14. Hallmark Events
“Major one-time or recurring events of limited duration,
developed primarily to enhance the awareness, appeal and profitability of a tourism destination
in the short and / or long term.
Such events rely for their success on
uniqueness,
status or
timely significance
to create interest and attract attention.” (Ritchie,1984, p.2)
Those events so identified with the spirit or ethos of a town, city or region that they become synonymous with the name of that place and gain widespread recognition and awareness. Classic examples Carnival in Rio, Kentucky Derby, USA, Oktoberfest Munich and Edinburgh Festival Scotland Over time, the event and the destination become inseparable.

15. Hallmark Events
Nature of hallmark events is dependent on event mgt planning and marketing. Good planning and marketing allow for optimising impacts of events. Hallmark events are also a function of the socio-economic environment in place, including history, etc

16. Major Events
Those events that are capable by their scale and media interest
of attracting significant visitor numbers and media interest:
Hyundai Hopman Cup
Telstra Rally Australia
Adelaide Festival and Fringe
Womadelaide
Red Bull Air Race - Perth

17. Local or Community Events
Oakbank Easter Race Meeting
Henley on Todd Dry River Boat race
Denilquin Ute Muster
Tamworth Country Music Festival
St Kilda Festival
RSPCA 1000 paws walk
City to Surf Fun Run
Round the Bay in a Day
Newport Folk Festival

18. Business Events (MICE)
Meetings, Incentives, Conventions, Exhibitions
Business and Trade focus
Conventions, Conferences
Trade shows
Product Launches
Seminars
Incentive Travel

19. The Nature & Significance of Events
Events are becoming an essential component of local, regional national tourism promotion. (Frisby & Getz,1989)
They also provide an opportunity to
display local skills and cultural attitudes,
improve the reputation of a city beyond its boundaries and
demonstrate civic pride and
the ability to mobilise resources. (Armstrong, 1986, p.11)
Special events play a powerful role in society, and perhaps always have done – religious rituals, pagan ceremonies etc. Now govts and the corporate sector have begun to recognise the economic and promotional value of special events, generating employment, increasing tourism and other economic benefits.

20. The Nature & Significance of Events
Events are becoming an essential component of local, regional national tourism promotion. (Frisby & Getz,1989)
They also provide an opportunity to
display local skills and cultural attitudes,
improve the reputation of a city beyond its boundaries and
demonstrate civic pride and
the ability to mobilise resources. (Armstrong, 1986, p.11)

21. The Nature & Significance of Events
There has been a dramatic growth in the number of
events staged throughout the western world. Some
reasons are:
• Desire for ‘positive imaging’ by cities / communities / regions
• “Copycat” effect – emulating other successful events
• Creation of profile / image resulting in tourism / investment
• Government encouragement and funding for tourism / investment
• Specialisation – tourism market (event tourists)
• Civic pride
• People want high quality entertainment and value for money in limited leisure time

22. The Nature & Significance of Events

23. Why Events Are Held? Traditionally most have been
Government or semi-government agencies,
“not-for-profit”, or
Community based organisations
Increasingly organised by
“for-profit” companies,
economic development and tourism agencies,
resort and facilities managers
Many held by government or community service organisation and are oriented towards
leisure, sport, cultural, economic, environmental or social goals,
usually free or inexpensive and aimed at a wide audience

24. Why Events Are Held? Event entrepreneurs Other reasons include; Also
aim to make money through admission charges, merchandising, sponsorship and media revenue
Other reasons include;
to support charities, the arts,
political parties or community projects
Also
meetings, conventions, seminars, grand-openings, etc
which often support on-going activities of the business of government or corporations

25. Forces and Trends in Events
Continued Growth
Strategic Event Development
Special Purpose Event Venues
Sponsorship
Accountability
Controversy
Professionalism
Private Sector
Bottom Line Orientation
Technology and Media
Values and Multiculturalism
Travel and Tourism

26. Role of Event Managers? Just About Everything!!
Lay the groundwork for the Event (initial planning)
Set up operations
Coordinate for success, by:
Ensuring the planning is thorough
Managing people and resources efficiently and effectively
Remaining focused on the vision and achieving the planned objectives

27. Managers ? As Managers they: Plan Lead Organise Control Staff
Personality types: “the Field Marshal”
Alternative Conceptions of the Event Manager? .

28. Tutorial Questions
Why are special events created? What purpose do they serve in society?
Do special events mirror changes in society or do they have a role in creating and changing values. Give examples to illustrate your answers.
Identify an event in your own city or region that has the capacity to be a hallmark event. Give your reasons for placing it in this category.

29. Tutorial Questions
Identify a traditional event that has been running in your city of origin or region for many years, decades or perhaps even longer.
How and why was the event started?
How has it changed over time?

30. Tutorial Questions
Why have special events emerged so strongly in recent years in Australia?
What are the key political, cultural and social trends that determine the current climate of events in Australia?
How would you expect these trends to influence the nature of events in the coming years?

31. Tutorial Questions Identify a global event in your region
that takes place either simultaneously or consecutively in a number of different regions or countries.
Identify who owns the event,
Discuss how it is transmitted from one region to another.