1. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Special Events Chapter 13 John R. Walker Hospitality, Lodging and Food Services Operations 1

2. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Chapter Objectives special event Define a special event planners Describe what event planners do Classify Classify special events skills and abilities Outline the skills and abilities required for event management professional organisations associations Identify the main professional organisations and associations involved with the special event industry 2

3. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Event Planning 3

4. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Event Planning 4

5. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved What Event Planners Do Event planning growing field Event planning is a general term that refers to a career path in the growing field of special events employment opportunities Its forecast includes a growing demand for current and future employment opportunities event planner The title event planner was first introduced at hotels and convention centers 5

6. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Event Planning 6

7. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved What Event Planners Do start to finish Person responsible for planning the event from start to finish datelocation – Setting the date and location – Advertising – Advertising the event refreshments – Providing refreshments catering, speakers, or entertainment – Arranging catering, speakers, or entertainment variety of skills There is variety of skills needed to be an effective planner 7

8. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Event Planning 8

9. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Event Management visionleader-manager skills Requires vision and leader-manager skills Key result areas: – Marketing – Financial – Operational – Legal proposalapprovalcontract To gain business, event managers prepare a proposal for the client’s approval and contract signature 9

10. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Event Management 10

11. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Event Management 11

12. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Event Management Sponsorships Sponsorships are important in event management in-kind contributions logo’s Sponsors provide money or in-kind contributions and in return receive recognition including use or display of their logo’s return financial contribution Sponsors expect something in return for their financial contribution 12

13. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved 13 Event Management

14. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Event Management Events can be costly – In addition to advertising, there is a location charge, security costs, labor costs, and production costs estimatenumber of ticket sales expected – Usually, the event manager has a good estimate of the number of ticket sales expected 14

15. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Event Management convention centers and hotels arrangements 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 booking manager 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 15

16. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Event Management 16

17. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved The Event Planning Process 17

18. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Event Planning stage research stage 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? 18

19. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Event Planning Second stage: Second stage: – Design: Allows freedom in creativity and the implementation of new ideas that support the objectives of the special event Third Stage: Third Stage: – Planning: 19

20. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Event Planning – 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 20

21. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Venue Management 21

22. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Event Planning Coordination: 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: 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 22

23. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Challenges and Tools for Event Planners and Managers Time management Financial management Technology Effective human resource management 23

24. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Classifications of Special Events Corporate 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 Association Events: – Range from a monthly luncheon to a yearly convention – Planned 2 - 5 years in advance – Destination is the determining factor 24

25. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Charity balls and fundraising events Charity balls and fundraising events: group or charity – Unique opportunity for the event manager to work with the particular group or charity – Normally, a theme is chosen for the event Social Functions: 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 25 Classifications of Special Events

26. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Fairs and Festivals: 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 Concerts and sporting 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 26 Classifications of Special Events

27. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Classifications of Special Events Mega Sporting 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 27

28. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved 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 28

29. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Special Event Organizations International Festivals and Events Association: 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 29

30. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Special Event Organizations Meeting Planners International: Meeting Planners International: – Empowers meeting professionals to increase their strategic value through education, clearly defined career pathways, and business growth opportunities ( www.mpiweb.org/ ) www.mpiweb.org/ – Offers 2 programs: Certified Meeting Professional Certification in Meeting Management 30

31. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Special Event Organizations Hospitality Sales and Marketing Association International 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 31

32. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Special Event Organizations Local Convention and Visitors Bureaus: 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 32

33. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Sustainability in Special Events a system of standards policies and procedures Britain has recently developed a system of standards for event management, which highlights policies and procedures necessary to implement sustainability. benchmarktrain employees Event managers can use these standards as a benchmark for how to train employees on proper sustainable practices before, during, and after events natural environment space Sustainable event tourism refers to the implementation of practices and procedures which help conserve both the natural environment and the special event space 33

34. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved The Special Events Job Market Allow yourself to gain all the experience you can in the food and beverage aspect of the hospitality industry sales position The next step is obtaining a sales position catering sales position Laterally move to a catering sales position within a hotel 34

35. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved The Special Events Job Market Now you can pursue several different angles: convention service manager – A promotion to a convention service manager within a hotel a sales consultant – Moving into off-premise catering as a sales consultant a production company – Joining a production company destination management company – Affiliating yourself with a destination management company (DMC) the big leagues! After another 2 years creating and selling your heart out, you will be ready for the big leagues! 35

36. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved The Special Events Job Market 36

37. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved The Special Events Job Market 37

38. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved Trends forecasted to grow 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 event planning and management 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 38

39. Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e - Walker © 2013 by Pearson Higher Education, Inc Upper Saddle River, New Jersey 07458 All Rights Reserved End of Chapter Slides 39