1. Introduction to Hospitality, 6e
and
Introduction to Hospitality Management, 4e
John R. Walker
Special Events
Chapter 13

2. What Event Planners Do
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

3. What Event Planners Do Setting the date and location
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

4. Event Management Requires vision and leader-manager skills
Key result areas:
Marketing
Financial
Operational
Legal
To gain business, event managers prepare a proposal for the client’s approval and contract signature

5. Event Management Sponsorships are important in event management
Sponsors provide money or in-kind contributions and in return receive recognition including use or display of their logo’s
Sponsors expect something in return for their financial contribution

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

7. Event Management
Event management also takes place at convention centers and hotels, where event managers handle all the arrangements after the sales manager has completed the contract
The booking manager is critical to the success of the event by booking the correct space and working with the organizers to help them save money by allocating only the space really needed

8. The Event Planning Process Figure13-1

9. 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

10. 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

11. 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

12. Challenges and Tools for Event Planners and Managers
Time management
Financial management
Technology
Effective human resource management

13. 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

14. 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

15. 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

16. 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

17. 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

18. Classifications of Special Events
Mega Sporting 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

19. Required Skills and Abilities for Event Management
Leadership skills
Ability to communicate with other departments
Delegating
Project management skills
Negotiation skills
Coordinating and delegation skills
Budgeting skills
Ability to multi-task
Enthusiasm
Effective social skills
Ability to form contacts

20. 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

21. Special Event Organizations
Hospitality Sales and Marketing Association International (HSMAI) is the largest and most active travel industry sales and marketing membership organization in the world, with over 7,000 members in 47 chapters from 12 countries
HSMAI’s mission is to be the leading source for sales and marketing information, knowledge, business development, and networking for professionals in tourism, travel, and hospitality

22. 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

23. Sustainability in Special Events
Britain has recently developed a system of standards for event management, which highlights policies and procedures necessary to implement sustainability. Event managers can use these standards as a benchmark for how to train employees on proper sustainable practices before, during, and after events
Sustainable event tourism refers to the implementation of practices and procedures which help conserve both the natural environment and the special event space

24. The Special Events 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

25. The Special Events 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!

26. 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

27. The End