1. Introduction to Event Management
Chapter One
Introduction to
Event Management

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

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
1.11 Access information on event management.

4. Units of Competence and Elements
SITXEVT301 Access information on event operations
Access and interpret relevant industry information
Source information on event industry practice, products and services
Source and use compliance information in daily activities
Access and use information on events technology
Update personal and organizational knowledge of the event industry
SITXEVT601 Research event trends and practices
Research event ideas and management practice
Evaluate information to inform work practice
Extend event management skills and knowledge

5. Introduction
Events can help define our lives, community, nation and our culture.
They include:
private or family events such as birthdays and weddings
religious events such as christenings
milestone events such as graduations
music concerts and festivals
sporting events
community and cultural 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.

6. The need for event management
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
facilitates the continuous improvement of events.

7. The economic significance of events
Events can have major economic impacts in the short and long term
Short term economic impacts
the direct impact of the event itself
the multiplier effect
increased tourism before and after the event
Long term economic impact
increase in the profile of the host cities as a tourist destinations
attract overseas investment
increase in infrastructure in host cities e.g.: venues and transport.
Impacts can be multiple. Sometimes impacts that are not considered become apparent after the event.

8. The cultural significance of events
Events can have direct and indirect cultural impacts
Direct cultural impacts
Celebrations of cultural diversity and enrichment eg.: Chinese New Year celebrations, St. Patrick’s Day
Indirect cultural impacts
Crossing cultural boundaries e.g.: Olympics
Bringing generations together e.g.: Woodstock.

9. The strategic significance of events
Events can be utilised by government and by the private sector to support a range of strategic initiatives
Government strategic initiatives
community event at a local level
tourism promotion at a state and federal level
Private sector strategic initiatives
Corporate conferences to develop networks and stimulate innovation
Exhibitions, sales promotions and trade shows to stimulate business
Meetings and conventions to share state of the art information

10. 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, Sydney Gay Mardi Gras
 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

11. 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, AFL Grand Final
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.

12. Event types Events may be categorised as:
Sporting events
Entertainment and music festivals
Arts and cultural festivals
Family events
Fundraising events
Corporate events
Each type of event brings with it quite different event management problems, opportunities and challenges

13. Local, national or global?
Over the past few decades, events have become more global and have gained greater media exposure and huge virtual audiences
Potential for strengthening international links
Potential impact on the profile and exposure of various host cities
Potential marketing impact for sponsors
Even local events may have a global impact and may be effected by global issues
Impact of social media

14. 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?

15. 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?

16. 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.

17. 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.

18. Professional associations relevant to the Australian event industry
Professional Associations provide the following services for members:
professional development
networking
recognition and accreditation
enhanced professionalism through Code of Conduct and ethics
awards programs
conferences and events
promotional activities.

19. Professional associations relevant to the Australian event industry
Examples include:
Meetings and Events Australia (MEA)
Exhibition and Event Association of Australasia (EEAA)
International Special Events Society (ISES)
International Festival and Events Association (IFEA)
International Congress and Convention Association (ICCA)
Australian Entertainment Industry Association (AEIA)
Events Industry Association (WA)
Venue Management Association (VMA)
 Activity: Allocate each student a Professional Association to research. Do others exist, either in Australia or Internationally?

20. 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.

21. 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.

22. 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.

23. 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

24. 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

25. 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.

26. Accessing information on event management
Accessing relevant information has become more important as:
The events industry continues to grow
Pressures increase for events to be conducted efficiently and effectively
The need for innovation and continuous improvement increases
Events play an increasingly strategic role in both the public and private sector.
This is even more important in a rapidly changing social and technological environment.

27. Accessing information on event management
Event management information can be accessed via:
Event management industry magazines
Academic journals in event management
Event industry associations
Tourism and convention bureaux
Australian and overseas event management internet sites
Federal, state and local government departments
Social media

28. 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.
Accessing information on event management
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