1. Introduction to Event Management
Chapter One
Introduction to
Event Management
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

2. 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
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

3. 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.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

4. Introduction
Events can help define our lives, community, nation and our culture.
They include:
religious and milestone events
music festivals
sporting events
community 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.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

5. Introduction 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.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

6. Cultural, economic and strategic significance of events
Potential economic impacts:
attract overseas investment
multiplier effect
increased tourism
increase in infrastructure in host cities e.g.: venues.
Potential cultural impacts:
Crossing cultural boundaries e.g.: Olympics
Bringing generations together e.g.: Woodstock.
Impacts can be multiple. Sometimes impacts that are not considered become apparent after the event.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

7. 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
 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
Copyright © 2011 McGraw-Hill Australia Pty Ltd
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8. 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
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.
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9. The nature and scope of events
Event type
Sporting events
Entertainment and music festivals
Arts and cultural festivals
Family events
Fundraising events
Corporate/MICE events
Local, national or global?
Trend towards more global/international events
Awareness of global implications, even for local events
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PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

10. 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?
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

11. 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?
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

12. 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.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

13. 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.
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14. 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.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

15. 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.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

16. 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.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

17. 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
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

18. 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
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PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

19. 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.
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee

20. 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.
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
Copyright © 2011 McGraw-Hill Australia Pty Ltd
PPT slides to accompany Event Management: Theory and Practice 1e by Wrathall and Gee