1. A FUTURE FOR EVENT MANAGEMENT: THE ANALYSIS OF MAJOR TRENDS IMPACTING THE EMERGING PROFESSION Joe Goldblatt(2000) – Article Summary
By T. Garrett

2. This Summary relates to a seminal paper by Joe Goldblatt and acts as a guide to you reading the article.
The paper is available on the Future of Events Moodle site and you should download a copy now.
Please note this presentation is not a substitute for reading the paper in full.
This Summary

3. The paper is of interest to us because it was written in the year 2000 and is one academic’s view, as to the future of the events industry as at that point.
The period of study runs from 2000 – However at the time of this presentation (2015) he already predicted a large number of changes and this gives us an opportunity to see if he was right, up to this point.
This Summary

4. In later case studies we will look at a number of visions for the events industry starting from now. Remember, the paper we are studying now was written 15 years ago.
The remainder of this summary mainly, but not entirely follows the headings in the main paper.
This Summary

5. Abstract

6. Abstract – Paper Objectives
The paper provides evidence from a variety of sources as to why the Events Industry is growing.
It also provides a standardised model for the evaluation of events enabling event organisers to compare and contrast event performance.
Finally, the paper is a forecast for the next twenty-five years in the event profession, in five year increments.
Abstract – Paper Objectives

7. Introduction

8. The introduction first makes the point the event industry and mega / hallmark events have been growing rapidly.
That the basis upon which these events are said to be beneficial is not proven.
The reasons behind the rapid growth of events and the events industry is confusing and requires further study
Introduction

9. The paper attempts to address all three issues and provide explanations for each
Introduction

10. The paper sets out three theories ‘impacting’ the profession:
The industry is at a transition between growth and maturity.
The profession lacks standardised tools to make informed decisions.
The industry is reactionary and has no ability to effectively plan ahead.
Introduction

11. Introduction Goldblatt further states / suggests:
We are increasingly living in a world of experiences
The events industry has much to learn from other professions
Historically it has been difficult to define what an event is (some might argue this is still the case – my italics)
Introduction

12. Why the Event Sector is Growing

13. Why the Events Sector is Growing
Goldblatt proffers a number of suggestions partly based on his own view and that of others:
Population increase and hence more personal life cycle events
To balance advances in technology at work etc. He states people are seeking what he calls ‘high touch’ experiences in other areas of their lives' to “preserve their humanness through personal interaction through live events”.
Why the Events Sector is Growing

14. Why the Events Sector is Growing
An increasing desire to share live experiences with like minded people.
Growth in the economy. More people have more money and hence more disposable income to spend on events.
People are more time poor and hence wish to make better use of what ‘leisure time; they have
Why the Events Sector is Growing

15. Why the Events Sector is Growing
Therefore according to Goldblatt the four main drivers for change in the events industry are:
Aging
Technology
Income, and
Time
Why the Events Sector is Growing

16. Empirical Data and Research Study

17. Empirical Data and Research Study
At this point Goldblatt undertakes a research exercise to prove / disprove his views on why the events sector is growing.
His methodology can be found on Page 3 of his paper.
Empirical Data and Research Study

18. Empirical Data and Research Study - Findings

19. Empirical Data and Research Study – Industry Findings
Females dominate the profession in terms of status and numbers employed in the sector
Members of the event sector proved to be early adopters of the Internet and cellphones.
Increasing recognition of the role of education in the growth of the sector.
Empirical Data and Research Study – Industry Findings

20. Empirical Data and Research Study – Industry Findings
An increasing number of event sector members continuing their events education through continuing professional development, despite few if any legal or professional body requirements to do so.
Relative lack of knowledge of legal obligations in organising and planning events
Empirical Data and Research Study – Industry Findings

21. Empirical Data and Research Study – Industry Findings
Corporate Human Resource and Marketing events dominated the sector (33+%)
That the previous point provided opportunities for tourism destinations in terms of providing suitable event facilities and hence generate local economic growth.
Empirical Data and Research Study – Industry Findings

22. Objective and Systematic Impact Assessment

23. Objective and Systematic Impact Assessment
Goldblatt’s paper now turns to an investigation of impacts of events largely based on the work of other academics such as McDonnell, Allen and O’Toole (1999) and Donald Getz (2000). You should read the paper to gain a greater insight to these academic’s work. In essence they say events either do or can have a positive impact on:
Objective and Systematic Impact Assessment

24. Objective and Systematic Impact Assessment
Increasing tourism visitation in total
Increasing shoulder or off season visitation
Enhancing tourism experience (Business and / or Leisure Tourism – my italics)
Catalyst for destination development
Promoting economic benefit
Promoting long – term impacts
McDonnell, Allen and O’Toole (1999)
Objective and Systematic Impact Assessment

25. Objective and Systematic Impact Assessment
Getz (2000) arrived at another set of impacts:
Capital Impacts (Promotion of Capital Projects)
Economic Impacts (Direct and Indirect – Multiplier Analysis)
Ecological Impacts (Greening Events)
Media Impacts (Cable TV, Satellite TV, embryonic Internet)
Objective and Systematic Impact Assessment

26. Objective and Systematic Impact Assessment
Political Impacts (Aligning events with political policy and achievement)
Stakeholder Benefits (Maximising and balancing as best as possible)
Getz (2000)
Objective and Systematic Impact Assessment

27. The Next 25 Years

28. At this point in the paper Goldblatt pursues two points:
First he provides a Key Informant Pre and Post-Event Suitability/Impact Scale (SIS).
That is a scale based on Getz’s major event impacts allowing one to subjectively assess the impact of an event against a number of criteria.
This is a before and after exercise where one compares one’s anticipated impact score now with what you assess it to be after reflection later - see Fig 1. on P6 of his paper
The Next 25 Years

29. Secondly he identifies a series of trends which he considers will affect the events industry, along with their trigger event / early warning signal, and the response required by the events industry now.
This can be found in Fig 2. on P7 of his paper.
The Next 25 Years

30. The Next 25 Years – Student Task
Your task is to examine Table 2 particularly for his forecasts up to an including 2015 and based on evidence, argue whether you, with hindsight agree with him or not in terms of:
Has he identified a relevant trend?
Do you agree the signals / triggers for that tend are indeed the right ones and should be paid attention to?
Do you agree his proposed Event Industry responses are correct?
The Next 25 Years – Student Task

31. The Next 25 Years – Student Task
For the moment we will ignore his forecasts for 2020 onward as we are going to be looking at a number of current future vision case studies over the next couple of weeks, and can include Goldblatt's remaining work in the paper at that point.
The point here is to study how ‘good’ he has done so far!
The Next 25 Years – Student Task

32. Findings, Conclusions and Implications

33. Findings, Conclusions and Implications.
Overall though Goldblatt arrives at a number of conclusions regarding the future of the industry:
The Events Industry is building a strong base upon which to grow.
This is largely founded upon events managers willingness to pursue continuing profession development / education.
Findings, Conclusions and Implications.

34. Findings, Conclusions and Implications.
There is still a need to establish internationally recognised standards against which to measure event impacts.
Without the above the industry has little credibility and cannot expect external funding and resources to grow.
The events industry does not exist in a vacuum and is subject to continually changing internal and external forces.
Findings, Conclusions and Implications.

35. Findings, Conclusions and Implications.
The industry needs to recognise these forces early and respond appropriately in advance.
Findings, Conclusions and Implications.

36. Findings, Conclusions and Implications - Student Task
You second task is to decide whether you agree with him or not.
In doing so justify your argument, and state, with hindsight (what a wonderful thing!) what you would have done differently (if anything).
To the best of your knowledge, have any of his points already been addressed? If so how?
Findings, Conclusions and Implications - Student Task