Special Event Management BMO5401 LECTURE 1 INTRODUCTION DEFINING THE EVENT

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

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

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

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

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)

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

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

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

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

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

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

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

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.

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

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

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

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

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.

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)

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

The Nature & Significance of Events

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

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

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

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

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

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.

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?

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?

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.