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