Event Management

EVENTS PROFESSIONAL
MODULE 1
FUNDAMENTALS OF
EVENTS
MANAGEMENT
STUDY GUIDE 2020

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Table of Contents
MODULE INFORMATION ................................................................................................................................4
SHORT COURSE TITLE .....................................................................................................................................4
MODULE TITLE ................................................................................................................................................4

OUTCOMES OF THE SHORT COURSE..............................................................................................................4
CREDITS ARE NOT APPLICABLE ......................................................................................................................4
LEARNING HOURS ..........................................................................................................................................4
MODULE PURPOSE .........................................................................................................................................4
LEARNING OUTCOMES OF THIS MODULE .....................................................................................................4
PRESCRIBED STUDY GUIDE AND OTHER RESOURCES ...................................................................................5

ASSESSMENT ..................................................................................................................................................5
HOW LONG WILL IT TAKE ME?.......................................................................................................................6
HOW DO I STUDY?..........................................................................................................................................6
STUDYING ONLINE USING THE STUDENT PORTAL ........................................................................................6
WHAT THE ICONS MEAN ................................................................................................................................6

INTRODUCTION AND MODULE OUTLINE ......................................................................................................7
UNIT 1: INTRODUCTION TO THE BUSINESS OF EVENTS ............................................................................8
UNIT 2: THE MARKET DEMAND FOR EVENTS ..........................................................................................19
UNIT 3: ROLE OF STAKEHOLDERS IN EVENT PLANNING ..........................................................................27
UNIT 4: INDUSTRY TRENDS IN EVENTS MANAGEMENT ..........................................................................38
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MODULE INFORMATION
SHORT COURSE TITLE Events Professional
MODULE TITLE Fundamentals of Events Management
OUTCOMES OF THE Upon completion of this short course in Events Professional

SHORT COURSE students will be able to:
▪ Discuss the market demand, role-players, and current
industry trends of events.
▪ Describe the critical issue to consider in bidding for an
event and the event bidding process.
▪ Prepare an event budget.
▪ Apply the principles of project management to event
management.
▪ Demonstrate knowledge of statutory laws and legal
obligations when planning events.
▪ Conduct the risk assessment of an event and suggest
mitigation strategies to minimise the probability of risks
occurring.
▪ Apply events operational knowledge to prepare an
operational plan.
▪ Develop the event marketing plan.
▪ Describe the strategies in greening events.
▪ Analyse the technology trends in the events industry
CREDITS ARE NOT None

APPLICABLE
LEARNING HOURS 24 Hours for this module (Approximately 6 hours per week)
MODULE PURPOSE The purpose of this module is to equip students with an

understanding of the events in the events industry. In this
module, students will be introduced to the world of events with
specific reference to its demand, stakeholders and industry
trends.
LEARNING OUTCOMES Upon completion of this module you should be able to:
OF THIS MODULE 1. Explain the nature of the events industry generally and
in the South African context.
2. Describe the various role players, stakeholders and
authorities involved when planning an event.
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3. Explain the current trends in event management that
are changing the future of the industry.
PRESCRIBED STUDY iQ Academy Module Study Guide

GUIDE AND OTHER • Short course: Events Professional
RESOURCES • Module: Fundamentals of Events Management
ASSESSMENT You will be required to complete formative and summative

assessments and activities.
Feedback:
The feedback of your assessments will be made available online

via the student portal. If you complete the assessments on the
student portal, you will receive your results instantly. If you
cannot use the student portal, you are required to contact the
student administration office.
Formative assessments:
Formative assessments are conducted throughout each module

at the end of each unit. The objective of these assessments is to
enhance your understanding and competency throughout your
learning process. These activities usually consist of short
questions such as multiple-choice questions, match the column
and true or false. There is no waiting period for these results.
Should you require more specific feedback, please contact your
tutor or lecturer via email.
Summative assessment(s):
Summative assessments are conducted [at the end of each

module] once you have completed all the units and activities.
This consists of one test that allows you to demonstrate your
competence across all of the units in this module. The waiting
period of your final module result will also be dependent on
whether you have used the student portal or made special
arrangements with your tutor or lecturer to complete these
offline.
The final marks are derived as follows for this module:
Formative assessments: 40%

Summative end of Module test: 60%
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HOW LONG WILL IT For this module, the maximum completion period is 1 month.
TAKE ME? Unit 1: 1 Week (6 hours)
Unit 2: 1 Week (6 hours)
HOW DO I STUDY? It is recommended that you study this course, Events

Professional and more specifically this module, Fundamentals
of Events Management by using the iQ Academy student
portal, iCan
STUDYING ONLINE You can access iCan through your PC, laptop, tablet or
smartphone. When you log into iCan for the first time you will
USING THE STUDENT
be required to change your password. If you require assistance
PORTAL with logging onto iCan, contact the iQ Academy helpdesk.
WHAT THE ICONS MEAN The icons below act as markers, that will help you make your
way through the study guide.
ICONS
Prescribed Readings and Resources

Read the Sections of the prescribed text listed
Further Optional Video/Audio

Access and watch/listen to the video/audio clip listed
Further Optional Resources

Find the recommended information listed
Online forum discussion or study group

Discuss the topic in your study group or online forum.
Example
Examples of how to perform an activity or calculation with the solution/appropriate
response.
Practice
Practice the skills you have learnt.
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Case Study
Learn from scenarios or real-life examples and apply critical thinking.
Think point
Reflect and think about the activities or questions in a topic or unit.
Vocabulary
Learn and apply these terms.
End of Unit Continuous Assessment

Complete the compulsory questions at the end of each unit.
End of Module Summative Assessment

You have completed this module and are ready to move on to the next section.
Complete the compulsory revision questions at the end of each module.
INTRODUCTION AND MODULE OUTLINE

The purpose of this short course is to provide an in-depth comprehension of the world of events. The
course is designed to provide the students with an understanding of events management theories,
combined with the knowledge and practical skills that are relevant to fulfil various roles and
responsibilities as event professionals in the events and tourism sector. The course provides the students
with the advanced competencies and abilities required within the event management industry in order
to be successful. The course focuses on high-level event management techniques and practices. This
includes their ability to plan, interpret and apply operations and risk management techniques, and
marketing in event management within an event context. The nature of the course provides the basis for
the student to broaden their understanding of events and further pursue higher learning in the subject of
events management.
In this module, we will cover the following units:
Unit 1: Introduction to the business of events
Unit 2: The market demand for events
Unit 3: Roles of stakeholders and authorities in planning events
Unit 4: Industry trends in Event Management
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UNIT 1: INTRODUCTION TO THE BUSINESS OF EVENTS
PURPOSE
The purpose of this unit is to equip students with an understanding of the events industry, beginning
with the definition of events and the description of the events industry.
LEARNING OUTCOMES
By the end of this unit, you will be able to:
1. Define and event concept in relation to size/type/purpose.
2. Briefly explain the general nature of the events industry in general.
Unit Duration: 1 Week (6 hours)
RESOURCES AND READINGS

You are required to read through the following readings for this unit:
Prescribed reading and resources:

▪ iQ Academy module Study Guide, Unit 1.
Further optional resources:
▪ Shone, A. & Perry, B. (2019). Successful events management.

Andover: Cengage
▪ Raj, R., Walters, P. & Rashid, T. (2013). Events management
principles and practices. London: Sage Publications.
▪ http://m.engineeringnews.co.za/article/events-and-exhibitions-
crucial-for-s-africa-economy-2020-01-20/rep_id:4433
VOCABULARY
Important terms and definitions
AI Artificial Intelligence
AR Augmented reality
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Bar (or Bat) mitzvah Jewish coming of age ritual for boys (or girls)
Community events Family fun events that are owned by the community because they utilise
volunteer services from the host community, use public facilities (such as
parks) and are produced at the direction of local government or NGOs
FIFA the Fédération Internationale de Football Association
Hallmark events Major one time or reoccurring events of limited duration developed to
enhance the awareness, appeal and profitability of a tourist destination in
the short and/or long term
Mega-events One-time events that are generally of international scale
MICE Meetings, Incentives, Conferences and Exhibitions
NGO Nongovernmental organisation
VR Virtual reality
EMBOK Events Management Body of Knowledge
INTRODUCTION
This unit reintroduces you to the field of events management. The events industry is one that is growing
at an impressive rate, so much so that it can capture the attention of many destinations globally. In 2018,
the events sector was valued at $1100 billion, estimated to grow to $2330 billion by 2026. As a result,
hosting events has become a core component in the tourism system/ destination development of many
cities (and countries), that is, it has been leveraged to enhance the tourism potential of the destination.
As a result, events have become an attractive sector to develop and grow. This is evident in the case of
South Africa, a country which has grown an impressive events portfolio and has publicly stated plans to
further its growth in this regard. Events Management Body of Knowledge (EMBOK) is a universally
accepted framework that is useful in understanding the complex nature of events. Simply put, deals with
all the event phases, processes and core values.
The purpose of this module is to help you further the basis of your career in the events management field.
To do this, it is imperative that you take a step back and sharpen your understanding of what events are.
There are many different kinds of events that you may have to plan and organise. One of the most
important issues in doing this is recognising the event for what is it. This simply means being able to define
an event. For instance, a sporting event is one which takes a completely different form as compared to a
cultural festival – it may require its own unique blend of planning, organising and management
techniques. In the same breath, the same can be said for a small community sports competition and a
major sport event such as the Two Oceans Marathon. These two sporting events differ in size and scale,
and consequently, their planning considerations and organisation will be different. To a certain extent,
the variations you will experience in the planning and managing different events is a consequence of the
event itself (that is it a sporting event or a major sport event). As you can see, there is a need for you to
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go back to the very basics of event management, which includes the definitions and categorisation of
events. As such, the purpose of this unit is to refresh your memory on the definition of events and the
different types of events you will find. Further, the unit describes the nature of the event industry in South
Africa. The unit sets the tone for the rest of this short course as the modules to come become more
complex and practical.
Unit Duration: 1 Week (6 Hours)
Prepare
Scenario:
▪ When you think of events, how would you describe them?
▪ What was the last event you attended, and what was the purpose
of the event?
1.1 Defining events

The events industry covers a spectrum of planned sporting, cultural, business and political occasions.
Increasingly, events are viewed as an integral part of the tourism sector (see Figure 1 below). One of the
most prominent scholars in the field of events globally (Donald Getz), describes events as a unique form
of tourist attraction, which ranges in scale from mega-events such as the FIFA World Cup to smaller
events, such as community events. Despite the assertion of events as part of the tourism industry, it must
be acknowledged that most events did not arise from tourism-related reasons.
Public sector
Transportation support services Recreation &
sector leisure sector
Accommodation TOURISM INDUSTRY

& catering Travel,
sector wholesaler &
retail sector
Private sector Events (&

support services attractions)
sector
Figure 1: Graph of the tourism industry
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From the available literature of events, there is a notable lack of a clear and all-embracing definition of
events. In fact, several scholars have debated on the definitions and various terms to use in describing
events. A useful point is said to be the Chambers Dictionary, which defined an event as:
'Anything which happens; results; any incidence or occurrence especially a memorable one;
contingency or possibility of occurrence; an item in a program (of sport).'
From this definition, events can be defined in a number of ways. For instance, the Industry Glossary of
terms (CIC, 2003) defines events as 'organised occasions such as a meeting, convention, exhibition, special
event, gala dinner etc. An event is often comprised of several different yet related functions.' These
definitions reveal to you some of the underlying principles that apply to all types of events, that they are
a temporary occurrence and that they are a unique blend of management, people, program and setting.
Jago and Shaw (1998) suggested that events can be viewed as a nomological structure, which has since
been widely adopted in the events field. This structure is illustrated in Figure 2 below.
Events
Planned Unplanned
Ordinary Special
Minor Major
Hallmark Mega
Figure 2: Nomological structure of events
As you can see from the figure above, events comprise of two types, planned and unplanned events.
Planned events have a length of time that is usually publicised and fixed. This module mainly focuses on
planned events. Moreover, planned events can similarly be categorised into two (ordinary and special
events). We explore special events in detail below.
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1.2 Special events
Special events are said to describe specific celebrations, presentations, rituals or performances that are
planned consciously, and created so as to mark a special occasion. Special events are additionally known
for achieving a specific business, social or cultural goal or objective. Examples of special events can include
unique cultural celebrations, product launches, celebrations, and important personal and civic occasions.
Generally, Goldbatt (2005) defines special events as 'unique moments in time, celebrated with ceremony
and ritual to satisfy specific needs.' In further broadening the understanding of special events, Getz (2005)
suggested that they should be defined according to their context. Accordingly, he defined special events
from two perspectives: the event organiser and the event attendee. The two definitions are as follows:
i. A special event is a one time or infrequently occurring event outside normal programmes or
activities of the sponsoring or organising body.
ii. To the attendee, a special event is an opportunity for leisure, social or cultural experience outside
the normal range of choices or beyond everyday experience.
Within the tourism context, special events are suggested to have six attributed, which include:
• Special events should attract tourists;
• These events are of limited duration;
• Special events are once off or occur infrequently;
• Special events raise the image of the destination;
• Are out of the ordinary; and
• Offer a social experience.
To draw together the above discussion and establish a definition of special events, we can conclude that
special events are defined as 'one time or infrequently reoccurring events that are of limited duration and
provide the consumer with a social and leisure opportunity beyond everyday life. These events attract
tourists and are often hosted to raise the profile, image and awareness of the destination.' Now that you
know the definition of special events, it is imperative that you are able to define events according to their
size and form. This enables you to differentiate events, as well as highlight that as much as events are
different, their planning and management will similarly vary in accordance.
1.2.1 Defining events according to size

Events can be defined according to their size and scale. The approach to defining events categories are
mega, major, hallmark and local or community events. This approach to defining events is illustrated
below, where the larger the share of the triangle, the larger the size and scale of impact.
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Local/community events
Hallmark events
Major events
Mega-events
Figure 3: Categories of events according to scale of impact
1.2.1.1 Mega-events
Mega-events are large events that affect whole economies and capture global media
attention. These events are generally hosted following a competitive bidding process which
we will explore in the second module of this short course. Some examples of such events
include the Olympic Games and the FIFA World Cup. Generally, mega-events can be defined
as:
'By way of their size or significance, mega-events are those that yield extraordinarily high
levels of tourism, media coverage, prestige or economic impact for the host community,
venue or organisation.'
1.2.1.2 Major events

Owing to their scale and media attention, major events are capable of attracting significant
media coverage, tourist numbers and economic benefits. Many top international sporting
events fall in this category, for instance, the Golf Open Championships. Major events are
defined as:
Large scale events which are high in status or prestige and attract large crowds and media
attention.
1.2.1.3 Hallmark events

The term hallmark events refer to those events that have become synonymous with the
destination. These events have become identifiable with the spirit of the city, town or region.
Hallmark events are defined as:
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Major events of limited duration, developed primarily to enhance the awareness, appeal and
profitability of a tourism destination in the short or long term. Such events rely their success
on status, uniqueness or timely significance to create interest and attract attention.
Prominent examples of hallmark events include the Rio Carnival and Mardi gras in New
Orleans. In South Africa, some examples include the National Arts Festival in Grahamstown
(Eastern Cape) and the Food and Wine Festival in Cape Town (Western Cape).
1.2.1.4 Local or community events

Local or community events are small scale events targeted at local audiences and primarily
held for their fun, entertainment and social value. These events are held for a number of
reasons, including to foster pride within the community, create a sense of place and
strengthen the feeling of belonging. These events can be defined as:
Family fun events that are owned by the community because they utilise volunteer services
from the host community, use public facilities (such as parks) and are produced at the
direction of local government or NGOs.
As you have noted, the above discussion unpacks the definition of events according to size.
The following discussion focuses on defining events according to their purpose and form.
1.2.2 Form or content

Another approach to defining events is through their form or content. In this case, events can be defined
as being cultural, sport and corporate or business.
1.2.2.1 Cultural events

Cultural events are events which celebrate and recognise certain traditions, cultures or arts.
These events are said to pre-date contemporary events management as they have been in
existence for many centuries and celebrated in most societies. The most common form of
celebrating cultural events is by festivals. Although festivals are embedded with long
histories and traditions, most events have been established in recent decades.
1.2.2.2 Business events

Business events are those concerned with gathering a group of people, or professionals, in a
certain venue to network, exchange ideas, and present as well as share current industry
knowledge. Some examples of business events include conferences, conventions, product
launches, trade fairs and corporate dinners.
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Table 1: Types of business events
1. Conferences – A conference is an event which people confer, exchange views, convey

messages, open debates or even shed light on areas of opinion on a specific issue.
2. Tradeshow – A tradeshow is commonly seen as an event people go to show, display or
exhibit products or services for a public or private view.
3. Meetings – Meetings are gatherings that bring people together to allow them to learn
from one another, understand what is meant to be achieved and observe what superiors are
planning.
4. Convention – A convention is an event that usually combines a few different types of
events, i.e. a Comic Convention is a tradeshow and a congress.
5. Corporate event – Many believe in general; there are two bodies that host corporate
events; these are; corporations and associations.
a. Corporation events – These are mainly internal and is somewhere where
superiors discuss company initiatives, policies and reports. The most common
examples of corporate events are sales conferences, training seminars and manager
meetings.
b. Association events – Association events consist of people in similar trades.
These types of events are held to provide attendees with additional information on
the happenings within their industry and networking opportunities.
6. Product launch – A product launch is a tool used as a way to build anticipation for a
product's release. These types of events are usually aimed at retailers or dealers.
7. Incentive travel – The main goal of incentive travel is to encourage employees to meet
challenging business objectives to help increase sales.
8. Congress – A congress is a gathering of large groups of people, usually to converse over
a particular subject. A congress can take several days to complete and can have multiple
sessions.
1.2.2.3 Sport events

The present sport events industry emerged from one of the oldest human activities, being
the testing of physical prowess through competition. Presently, most sports events are
organised and competitive. However, there are those which are played for recreation.
1.2.2.4 Social lifecycle events

Prehistoric events suggest that the celebration of social lifecycle events can be dated as a
back as 60 000 years ago. Modern social lifecycle events refer to the celebration or honouring
of all aspects of human lifecycle, typically referring to birthday parties, engagement parties,
bachelor and bachelorette parties, weddings, anniversaries, baby showers, baptism, bar
mitzvah or coming of age ceremonies, graduation parties, memorial events and funerals.
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1.3 Nature of events
In 2018, the size of the global events industry was valued at $1,100 billion and was estimated to grow at
approximately a CAGR of 10.3% in 2016. There have been several reasons for the growth of the events
industry, including the increase in global business interactivity, increased leisure and disposable income,
an increase in destination accessibility. Globally, some of the most popular types of events include
business events (particularly conferences, exhibitions, seminars, product launches), sports events, music
and art performances, and trade shows. Some of the key stakeholders in the event industry include
corporate organisations, NGOs, public organisations etc.
It has been noted that different events have different markets. For instance, events such as concerts and
music performances, attract the majority of the event population, particularly from the middle-aged
individuals to the youth. This has greatly boosted the growth of the events industry, particularly as more
and more artists and performers are shifting to events as a promotional strategy. In addition, sports
events have recently become commercialised, thereby presenting unique and significant marketing
opportunities, such as sponsorships. Similarly, sponsorships are a growing phenomenon in the events
industry, with companies such as Redbull, Cocoa Cola, Nike sponsoring major events such as sporting
events, concerts and festivals.
Moreover, the events industry is increasingly moving towards digitalisation. Event professionals and
organisations are seeking the benefits of technologies such as Artificial Intelligence (AI), virtual reality
(VR), augmented reality (AR) and projected mapping to enhance attendee experience during the event.
These technologies are utilised as the 'wow' factor in events. In addition to enhancing delegate
experience, event technologies have become paramount in the staging of events, as they have been
adapted in the planning, implementation, the event, and event closure stages of event management.
However, it is important to note that some of these technologies are more progressive and therefore
used in larger scaled events, such as projection mapping.
In terms of the structure of the events industry, the MICE industry forms the largest segment of events,
followed by sporting events, music concerts and festivals.
1.3.1 Events industry in South Africa

South Africa is a vibrant country that hosts hundreds of events annually. The events hosted in the country
range from sports events to music concerts to local urban markets and wine festivals. The three main
prominent types of events held in the country include the cultural festivals, sports and corporate events.
South Africa is widely known as a country with cultural diversity, which leads to a wide variety of events
that celebrate this. Prominent examples include the National Arts Festival in Grahamstown, Eastern Cape,
the Cape Town International Jazz Festivals and the KKNK. With regards to sports, South Africa has hosted
a number of major international sporting events such as the 2003 Cricket World Cup, the 2005 Rugby
World Cup, and the 2010 FIFA Soccer World Cup. The country also hosts the International Iron Man which
attracts 6000 athletes from all over the world.
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Similar to the global report, corporate events hold the biggest share of the events industry in South Africa.
Much focus is on attracting more international corporate events owing to the significant economic value
of these types of events. South Africa, during the 2018-2019 financial year, had targeted to bid for 105
corporate events. The country is ranked number one in hosting associate conferences in Africa, with Cape
Town being the top destination holding conventions in the region. From the total of 415 associate
meetings held in the region, Cape Town hosted 100 of them. The hosting of corporate events is said to
benefit the country in twofold. Firstly, local professionals and the industry is exposed to international
expertise and knowledge, cutting edge research, and excellent networking opportunities. Secondly,
hosting international events showcases South Africa as a global leader and presents the opportunity to
display, on the international scale, the country's expertise. Therefore, this segment of events is strongly
targeted by the country.
Watch the optional video listed here.
Access Further optional video

▪ YouTube: Importance of events sector in South Africa
▪ At: https://youtu.be/UfivkJGx_O0
The video above discusses the importance of the business events sector to the South African economy.
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Activity
Forum discussion Online Forum discussion. (This activity is dependent on your lecturer.)
▪ Which events have you attended and why?

▪ How important would you describe the events industry in South
Africa?
Reflect
Think Point
▪ Can you define events according to their size?
▪ Can you give any examples of hallmark events in South Africa?
UNIT 1 CONCLUSION
Events can be defined according to size and scope, as well as their form or purpose. This unit detailed the
various definitions of events and outlined the nature of events, from a global and national perspective.
The following unit examines the market demand for events and how to determine their market size.
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UNIT 2: THE MARKET DEMAND FOR EVENTS
PURPOSE
The purpose of this unit is to introduce students to the issues pertained in the market demand for events,
particularly around determining the size of the events industry and identifying the market structure.
LEARNING OUTCOMES
1. Determine the size and scope of the events industry.
2. Identify the market structure of demand for events.
Unit Duration: 1 week (6 hours)


▪ Shone, A. & Perry, B. (2019). Successful Events Management.
Pretoria: Van Schaik
VOCABULARY
Demand Represents how much consumers can and will buy from suppliers at a
given price level in a market.
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Current demand The demand that the event presently satisfies.
Future demand The demand that the event could satisfy over a normal growth period.
Latent demand The demand which is sleeping until you provide an event for it.
Suppressed demand The demand which exists for the event but cannot get into it owing to
people's frustration over price, time, availability, lack of disposable income
or other reasons.
INTRODUCTION
Generally, organisations and individuals seek to quantify things, that is, be able to state the size of a
particular event or market. There are several reasons behind this endeavour, why statistical
measurements of events may be useful. To begin with, this data may be required to measure the
significance of an event, or the events industry, in a particular location, city, town, or geographical region.
In this regard, data helps in quantifying the role that events play in the local economy. Additionally, data
may be required when planning for services and facilities. This is notable in the construction of the sports
arena as well as tourism and community facilities. Moreover, some stakeholders in the events industry
require this data in activities such as promotions and marketing of events. These stakeholders may include
the event businesses, individual event organisers and government departments. This data may be used
for predictions of feasibility, demand and statistical comparisons.
There is an apprehension that the events activity is expanding, which is reflected in the growth of event
management companies and related service providers. There may be a number of reasons for this growth,
for instance, increased disposable income, increased mobility, increased inclination for recreational travel
and activities such as events, and the awareness of traditions. Consequently, the past decade has seen
some cases of reinvention of many kinds of events, particularly in the cultural, sports, commercial and
personal field. As the demand for events has grown, so too has the supply services, as evident in the rise
of many national and international organisations taking an interest in staging events.
Unlike the demand for a routinely manufactured product, which is known and predictable, the demand
for an event is considerably less predictable. This may be owed to changes in attendees' motives to attend
an event as well as the latent or suppressed demand that event organisers may not be aware of. This
causes major unpredictability. The question then becomes, 'who knows how successful an even might be
if demand is hidden or latent?' This results in the need for more market research, analysis and assessment
to understand the event market, particularly, the scope and structure of the demand.
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Prepare
Scenario:
▪ How much do you think the South African events industry is
worth?
▪ How do you think one can measure the demand an event
generates?
2.1 Size and scope of the events market

The events market is too large and fragmented to begin to attempt to quantify its worth as a whole to
the country. The attempt to do so may be significantly challenging and even pointless. However, despite
the difficulty in quantifying the events industry, the nature of the event business and limitations of data
should be appreciated. Can you imagine trying to gather data of event attendance for each festival and
concert in Gauteng? In as much as you can count the ticketed numbers or direct participants – this is the
best guess that we can make. Often, research is not clear enough that some of the figures used are
estimates. Students and event professionals are therefore cautioned to stay away from this problem,
even the serious researcher or event professional should not regard the assessment of the total value of
the event industry to be a viable exercise owing to the limitations of suitable and comparative
frameworks.
2.1.1 How can you then address the scope and scale of the event business?
To an extent, this can be done by breaking down the entire event business into smaller parts/components.
By doing so, you can say a particular part of the event industry is worth a specific amount of money, has
a particular impact or has a certain number of participants. You can then take a certain geographical
region and ask yourself if you are able to quantify a specific type of event in the area. In some instances,
this is possible. For example, the total wedding business in South Africa was valued at R27 billion annually.
This figure is based on the number of weddings (which are recorded annually) and the estimated costs of
having a wedding. This exercise can be done for some events, or types of events as estimates have been
made. At a local scale, there are toolkits available for event professionals to assess the economic and
social impact of the event – some of these evaluation toolkits can be found online.
The event industry is not a homogenous whole, and in most cases, there has not been a drive to seek
statistical data, either by the industry or users of such data (e.g. government department). For many types
of events, such as personal events, voluntary events or similar events, there has not been some data
collection outside of the occasional sampling or some evaluation from the event organisers. Even in cases
where the event is commercial or organisational, there has not been much data collection and where
there has been, it had been to that event alone. Presently, there is not a common format for the collection
of attendee data, meaning that data collection is reliant on the few and casual estimates.
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However, we can take a positive twist from this problem, by focusing on individual events. An event
professional, student or research can make a fair estimate on the size and scope of an event, if given time,
effort and corporation by event organisers. Moreover, once the market demand has been established,
the market for the event can be analysed as well. You may be able to establish the following:
• Who is likely to attend?

• Who has attended in the past?
• Attendees' likely media habits?
• Attendees' motives for going to the event?
• Benefits reaped from attending the event?
These issues can help tremendously in the planning and marketing of events, and how market information
should be stored. For continuous monitoring, there are five basic areas you should consider:
• Visitor numbers;
• Visitor spend;
• Visitor activity;
• Advertising effectiveness; and
• Visitor satisfaction.
As you can see, assessing the size and scope of the event business can be achieved by looking at individual
components of the entire event business. However, some caution should be noted at the industry level –
there are only a few financial assessments of some parts of the total market, not all. The vast majority of
the events business has no available data on demand for the event. In fact, many types of events
(especially personal events) have no realistic estimates. As such, it becomes paramount for event
management companies and professionals to record more comprehensively the key indicators discussed
and share the information on a public domain so as to raise the profile of the industry, assist in the
planning of facilities, training and marketing efforts.
2.2 Demand and motivations

For the longest time, event demand has been described to be determined by social factors. These factors
included the need for:
• Social integration;
• Interaction amongst communities;
• Bonding;
• Mutual support;
• Reinforcement of social structures and norms;
• Public celebration; and
• The development of civic, religious and community ceremonies.
When asked why they decided to attend an event, attendees may say they wanted to enjoy themselves,
be sociable, be happy and partake in something of their interest.
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As you can see, events are driven by social and psychological factors. You should note that in addition to
these factors, events are similarly driven by economic, political, charitable, organisational and status
needs. The growth and expansion of the events industry is, therefore, evidence of changes in the forces
that underpin event demand. If you examine event determinants, you will see that the growth of events
is underpinned by economic factors, including:
• Changing demographics;
• Increased standard of living; and
• Improved educational standards.
When analysing the determinants for events, it is clear that for any event, there are primary and
secondary motives or determinants. For example, the primary motive for hosting a dinner party may be
to entertain friends, and the second motive may be to raise one's status in their social group. Similarly,
the primary motive for hosting a sports competition may be to present local athletes the opportunity to
showcase and measure their skills against others, while the secondary motive may be to raise money for
the sports club and provide for the social integration amongst people with the same interests.
Despite the tendency to view motivations for attending an event as being only personal, it is widely
recognised that motives for attending an event can be physical, social, and organisational (see Table 1).
Table 1: Possible motives to attend events

Examples of social motives Examples of organisational motives
Social interaction with others The need to make sales
Creation of community spirit The need to have an organisational presence
Status or recognition of achievement Status or recognition
Philanthropy or charitable contribution Sponsorship or community support
Examples of physiological motives Examples of personal motives
Relaxation or recreation with others Seeking new experiences
Exercise or physical challenge Learning and education
To each, drink or be entertained Creativity and exploration
Fulfilment of ambitions
In terms of the primary and secondary motives described above, this may vary in accordance with each
event. In this case, theories of motivation do not paint for us the real reason why people attend events.
Consequently, in understanding the motives for attending an event, the marketing approach used may
only satisfy one need, and this may not be enough to get people to go to the event, without there being
additional benefits.
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Attendance in events may be a result of a number of reasons, not only social ones. Some of these reasons
include:
• Personal expectations;
• Tourism;
• Support for event participants; and
• The propensity to attend events as part of relaxation and entertainment.
In the case of events which have an admission fee, the ability and willingness to pay to enter the event
may be an issue.
It is important for you to note that knowing the motives of event attendance does not necessarily mean
that you know how many people may attend your event. This is largely determined by the demand
structure of the event, which is detailed in the following section.
2.3 The market structure of events

One important aspect of staging a successful event is understanding the potential sources of demand.
Without this information, it will be almost impossible to meet the expectations of the target market. You
must realise that even if the event is properly planned for and organised, the target market may or may
not pitch. This is because events are constantly doing something new and therefore, the estimate for the
potential demand is just that – an estimate. Alternatively, there are events which the potential market is
known and fixed, for instance, personal events. Similarly, there are events that recur annually or
biannually, and their market is relatively well known from previous experience. For example, if 3000
people attended the Johannesburg Day event, and this figure has remained relatively the same for the
past five years – we can assume to a reasonable degree that 3000 people will attend the event this year,
provided that all other factors remain relatively the same. This is a limitation to the marketing theory
that people will attend your event, provided to did everything right. Events may suffer from external
factors, for instance, the weather, traffic or clash with another event – all factors beyond the control of
the event professional.
As you can imagine, there are several reasons why an event may experience lesser attendance number
than expected. People may not be interested in attending. The assessment of the event market can be
based on the known current market demand – this kind of demand may only be part of the event's
potential. There are four types of market demand:
• Current;
• Future;
• Latent; and
• Suppressed.
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Table 2: Types of demand
Types of demand Description
Current demand The demand that the event presently satisfies.
Future demand The demand that the event could satisfy over a normal growth period.
Latent demand The demand which is sleeping until you provide an event for it.
Suppressed demand The demand which exists for the event but cannot get into it owing to people's
frustration over price, time, availability, lack of disposable income or other
reasons.
Imagine a city has a wide range of cultural and business events in its calendar. These events occur annually
and often attract different target markets groups: those who attend the business events may not be the
same individuals who attend the cultural events. The event market is therefore diverse and ever changing.
The reality is, some events may be more popular than others, some may be new, and others may not be
held again the following year. Therefore, running an event should not only focus on the current market
but additionally on the expertise, funding, inclination, and support for the event to be planned and
hosted.
Activity
Forum discussion Online Forum discussion (This activity is dependent on your lecturer)
▪ How do you begin to calculate the size of the events industry?

▪ What do you think are the motives for attending a business event?
Reflect
Think Point
▪ What were your motives for attending an event?
▪ What do you think is the value of sports events in Gauteng
province?
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UNIT 2 CONCLUSION
In this unit, we concluded that due to the unusual and fragmented nature of the events industry, it is
difficult to examine the scope and determinants of demand. It is much more preferable to focus on
individual events or a group of similar events. The following unit provides an overview of the various
stakeholders in events management.
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UNIT 3: ROLE OF STAKEHOLDERS IN EVENT PLANNING
PURPOSE
In this unit, you are equipped with knowledge of the various stakeholders in events. The unit presents the
various authorities event professionals must obtain approvals from to host a successful event.
LEARNING OUTCOMES
1. Identify the different stakeholders with an interest in planning an event.
2. List the various authorities responsible for approval processes to achieve the necessary approvals.
Unit Duration: 1 Week (6 Hours)


▪ https://www.eventmanagerblog.com/event-trends
VOCABULARY
CEO Chief Executive Officer
CoCT City of Cape Town
CoJ City of Johannesburg
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JHB Johannesburg
JMPD Johannesburg Metro Police Department
SAPS South African Police Service
Stakeholders Individuals and organisations with a legitimate interest in the outcome of

the event.
INTRODUCTION
One significant element in the management of events is understanding the event environment, that is,
the context in which the event occurs and what determines its success or failure. Understanding the event
environment requires the event professional to identify its major stakeholders and their objectives. You
must identify those individuals and organisations that can affect or are affected by the event, as well as
what each of them has to gain from the event. This unit examines the different event stakeholders and
pays special attention to the role of public authorities that event professionals will encounter in the
course of their work.
Prepare
Scenario:
▪ Who do you think plays the most important role in staging an
event?
▪ How do you think event stakeholders impact on the success of an
event?
3.1 Event stakeholders

As mentioned in the previous units, events have experienced substantial growth and professionalisation
in the past two decades. One consideration of this growth is that events are now required to serve a
multitude of interests and agendas. Presently, the event cannot solely meet the needs and expectations
of the attendees. Indeed, it now has to accept and recognise the plethora of other requirements, including
those of the host community, the government and public authorities, sponsors and the media.
Stakeholders refer to individuals and organisations with a legitimate interest in the outcome of the event.
As an event professional, you are required to identify the various stakeholders your event has, manage
their needs which may even conflict with each other. Figure 1 outlines an example of the relationships
between the event and stakeholders.
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Attendees/participants Host organisation Host community
Participation/
Participation/
support
support
EVENT
Advertisement/
Promotion
editorial
Event staff Media Sponsors
Figure 1: Relationship of events and stakeholders
3.2 The host organisation

Events can be generated by any part of the government, the corporate sector and by communities.
• Government sector – governments create events for a number of reasons, including leveraging their
social, economic, cultural and tourism benefits. Some government departments (for example the
Department of Arts and Culture) have events as part of their service delivery. Many other
government departments host once of events to promote specific goods and services, such as health
promotions. These events often have free entry and form part of public culture.
• Corporate sector – is involved in events at various levels. Corporate companies may sponsor events
so as to promote their products and services. They may also stage their own events so as to launch
new products, increase their sales and revenues or enhance their public image/brand. These events
are often targeted at specific markets. Within the corporate sector, there are also entrepreneurs
who specialise in staging events.
• Community sector – other types of events may emerge from the community and are intended to
serve a variety of needs and interests. These types of events may include fundraising events, local
sports events, local arts and craft shows and cultural events.
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Table 1: Event typology
Event generators Types of events
Government sector
Central government Civic celebrations
Public space authorities Public entertainment, festivals, recreational events
Tourism agencies e.g. Gauteng Festivals, special interest events, destinations promotions
Tourism Authority
Visitor and convention bureau Meetings, incentives, conferences and exhibitions
Arts, culture and youth Art festivals, cultural festivals, themed art exhibitions
departments
Sport departments Sporting events, hosting of international and national sporting
events
Economic development Focus on events with industry development and job creation
benefits
Local government Community events, local festivals and fairs
Corporate sector
Companies and corporate Promotions, product launches, incentives, corporate
organisations entertainments, image building sponsorships
Industry associations Industry promotions, trade fairs/shows, seminars, training
events, conferences
Entrepreneurs Ticketed sporting events, concerts and exhibitions
Media Media promotions, e.g. concerts, fun runs and appeals
Community sector
Clubs and societies Special interest groups, e.g. car shows, flower festivals
Charities Charity events and fundraising events
3.3 Government and public authorities

Government and public authorities have already been discussed as a type of an event buyer. However, it
is important for you to note that government authorities also comprise as an individual and whole
stakeholder group. This is a crucial stakeholder group in the organisation of the event on the destination
scale, as they facilitate the smooth running of the event. The local government can help in mobilising
public authorities such as the police department, health, and medical team and even the immigration
department. This stakeholder group is therefore essential in the organisation of event owing to the
requirement for technical compliance – the event coordinator would need their approval and services.
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3.4 Sponsors
Event sponsors are companies that support the event, usually through financial means, in exchange for
something valuable. This valuable exchange may be in the form of increased brand exposure, access to
attendee data, discounted event tickers or even speaking opportunities in the event. Companies often
decide to sponsor events in the hopes of advancing their business forward. Some popular event sponsors
are Coca Cola, Red Bull, and even some banking institutions such as Nedbank, FNB and Standard Bank. In
smaller events, you can gain sponsors from the local businesses in the community that would want to be
affiliated with your event.
3.5 Volunteers
Event volunteers are individuals who willingly offer help in organising the event. Events are often highly
dependent on volunteers for technical, logistical and operational aspects. This means volunteers can be
involved from the planning and preparation stages to the production of the event. Event volunteers can
be a number of people; they can be form universities and colleges as well as the host community. Unlike
the event team, they are not fully compensated for their services, rather they may get free meals, and
event merchandise as a 'thank you'. The real reward for event volunteer is actually the learning
opportunity that they would gain from helping in the event through working in different sections of the
event management. Some task performed by the event volunteers includes tickets and merchandising
sales, logistic arrangement, backstage support, media assistance and assisting in different event
supervisors.
3.6 The media

The mass media is very important in giving the event publicity and media coverage. This can occur through
media briefing, press releases and conferences. This stakeholder group is positioned as the
communication path with other stakeholders, such as attendees. They facilitate the flow of information.
Some events may invite national television and radio stations for more exposure. With the incremental
rise of social media, the dependency on mass media is reducing. Event managers are opting to use their
social media platforms (e.g. Facebook, Twitter, Emails and Instagram) to directly reach out to more
people. This gives them more control over the message that they would want to portray, unlike with
traditional mass media where the event image is at the mercy of these third parties.
3.7 Tourism businesses

These stakeholders include organisations that would provide travel/tourism related services to the event
attendees, for example, travel agents, hotels and airlines. If proactive, these airlines can put travel
packages to promote the event and simultaneously increase their business revenue. Unfortunately, only
a few tourism businesses are often actively seeking to partner with and leverage the event.
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3.8 Vendors
Event vendors are entrepreneurs who rent booths to sell crafts and foods at the event. These stakeholders
need to abide by the rules and regulations that were set up by the event organisers, venue provider and
local authorities. The event provides these entrepreneurs with the opportunity to promote their products
as well as present an alternative source of income.
3.9 Event agencies

Event agencies are organisations that supply a wide array of services to the event manager. Event
agencies are often used when the event is a large scale and is a major undertaking. This stakeholder group
would then act as intermediaries; that is, they would take the role of buying on behalf of the event
manager and assist in planning and organising the event. Event agencies are praised for being astute
buyers and negotiators. When using event agencies, it is important to know the possible problems that
can be encountered; for instance, they would want more control of the event than the event manager
would be willing to give. Problems may also arise between the agency and the event owner; primarily,
these problems are as a result of inadequate or poor communication. However, when properly managed,
event agencies provide a valuable service to the event manager.
3.10 Approval processes

Organising a special event can prove to be a demanding activity, particularly when it concerns obtaining
approvals from the relevant event stakeholders. This section of the unit briefly outlines the necessary
public authorities you may need to obtain permits and approvals from.
▪ Local authorities/ municipality

Local authorities or municipalities are one of the most influential stakeholders when planning a
special event. This is owed to the fact that you have to apply for an event permit should you wish
to stage an event within their municipality. Some examples of local governments include the City
of Johannesburg (CoJ), the City of Tshwane and the City of Cape Town (CoCT). Generally, the local
government is the first organisation to contact when organising an event. The local government
then provides you with the necessary information you will need in staging the event, as well as
some of the other approvals that you may need (see Table 3 for the content in obtaining approval
from the CoJ). There are a number of approvals you may need from the municipality, some
including:
₋ Permit to exceed existing noise limits
₋ Permit to erect temporary structures, tents and podia
₋ Permission to host the event past operating hours
₋ Permission to use fireworks (you may need an operators' license)
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Table 3: Overview of application
NO. CONTENT
1 Overview
2 Plan/Road maps
3 Emergency numbers
4 Certificates of approval
5 Risk assessment
6 Day Programme
7 City Power
8 EMS medical plan
9 Disaster management
10 EMS Fire Safety
11 Environment Health Plan
12 JHB Police Department Plan
13 JHB Water
14 Joburg Development Agency
15 Joburg Roads Agency
16 Pikitup/ venue cleaners
17 Metrobus
18 Security company
19 Letters and minutes
20 Incident report
21 Evaluation
▪ Local councils
In as much as you may need to gain permission from the municipalities, some communities or
locations may require you to go a step further to gain approval to host the event from the local
community councils. These two stakeholders are primarily concerned with ensuring that the local
residents are not inconvenienced by the event.
▪ Road agencies
Event professionals may need to gain permission from road agencies such as the Johannesburg
Road Agency if there are any plans to close off a particular road. This agency may additionally be
useful to consult with on the event traffic management plan.
Page | 33
▪ Fire department
Safety and risk are a crucial consideration in events. When planning for approvals from the
municipality and the local council, they will require some form of approval or consultation with
the fire station. This is to reinforce the risk and safety management of the event.
▪ Health department
You may need to obtain approval from the Health Department in your region if you are planning
on serving food and beverages in your event. Some countries may require you to apply for a
temporary food permit, and there may be an inspection. It is thereby crucial that the event
vendors and suppliers have similarly applied for all the necessary permits. Often, there are strict
regulations in the preparation and serving of food at the event.
▪ Liquor board
Events that are preparing to serve alcoholic drinks need to have the necessary liquor licenses. In
some instances, you may need to apply for two different licenses/permits – the license to serve
beer and other alcoholic beverages and a license to serve spirits. In some cases, the event venue
may already be in possession of these licenses, you will need to check with the venue manager
and confirm whether or not you will need to apply for permits.
▪ South African Police Service (SAPS) and Metro Police

In planning an event, you will be required to send an application to the Metro Police Department
to request permission to host the event, under the Gathering Act. This stakeholder group is
additionally crucial in helping you arrange for the traffic management of the event.
Table 3: Examples of some approvals needed
Public building approval (Health Act) – Approval to conduct an event

This approval is a requirement of the Health Act. A Certificate of Approval is required whenever there
is a prearranged gathering of people regardless of where that may be or any other approvals that may
be in place. Public building approval is intended to address public health and safety issues and it is the
only approval applicable to every event. The Certificate of Approval links facility suitability with capacity
and some events may require specific areas, buildings, spectator stands or marquees that require
individual approvals.
Planning approval – Approval to vary land use
If an event is to be conducted on a site that is not in compliance with the relevant Town Planning
requirements, then the local government may require separate planning approval. The requirement
for planning approval should be determined when the initial application is lodged. Most governments
do not require a formal planning application to approve one-off events
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Liquor licence (Liquor Control Act) – Approval to sell or supply alcohol
If it is intended that liquor is to be sold and supplied at an event, then a liquor licence, or a variation to
an existing licence, approved by the Director of Liquor Licensing, must be obtained from the relevant
local department.
Noise Regulation 18 Approval – Approval for a non-complying event
If noise emissions from an event are likely to exceed assigned noise levels and the event would lose its
character or usefulness if it had to meet the assigned levels, a local government CEO can issue an
approval and set conditions for a non-complying event. An application must be made to a local
government at least 60 days before the event and is usually accompanied by an application fee.
Application for food and drink outlets
All food vendors are required to notify or be registered with their enforcement agency or local
government and must display their Certificate of Registration endorsement of notification in a
conspicuous location at all times. All food and drink outlets to be located at the venue are to be
approved in writing by local government 14 working days prior to the event and must comply with the
Food and Safety Act and any local government local law
Watch the video listed here.

▪ YouTube: Why is stakeholder engagement important for events?
▪ At: https://youtu.be/nW6bV5ok2Co
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In the video above, you are presented with the reasons why stakeholders are important in events.
Activity
Case Study
▪ Can you name and describe the event stakeholders?
▪ What approvals do you think you need to obtain from public
authorities?
Reflect
Think Point
▪ Why do you think it is important to be aware of the needs and
expectations of stakeholders?
▪ What role do you think public authorities play in the staging of
events?
Page | 36
UNIT 3 CONCLUSION
One event has several interests and expectations to satisfy. Stakeholder management is, therefore, an
important task for events professionals. This unit outlined the various event stakeholders, drawing
particular attention on authorities which play a significant role in the hosting of the event. The last unit
examines the emerging trends in events management.
Page | 37
UNIT 4: INDUSTRY TRENDS IN EVENTS MANAGEMENT
PURPOSE
The purpose of this unit is to analyse the emerging and new trends in the events industry. This unit intents
on evaluating the role of such trends on career opportunities in events.
LEARNING OUTCOMES
1. Outline the industry trends shaping the future of events management.
2. Describe new and emerging roles in the event industry.


▪ https://www.socialtables.com/blog/event-planning/future-
industry-trends/
VOCABULARY
CSR Corporate Social Responsibility
Personalisation The action of designing or producing something to meet someone's

individual requirements
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Sustainability The avoidance of the depletion of natural resources in order to maintain
an ecological balance.
Wearables Smart devices that attendees wear on around their necks or on their
wrists
INTRODUCTION
The rapid growth of new technologies has shaken up individuals' consumption habits as well as business
operations. The present digital era has changed the way we communicate and view the world.
Increasingly, the focus has been on examining the digital transformation of events, as well as the way
technology, will affect how events evolve in the next coming decades. This unit focuses on the emerging
trends in events management, which are built on the premise of events digitalisation. Digital
transformation can be understood as the process of integrating new technologies at all levels of the
organisation. This can be done by the use of different technologies such as event apps, AI, VR and AR. This
unit presents how the use of such technologies is shaping emerging events.
Prepare
Scenario:
▪ What do you think is shaping the present events environment?
▪ What is important to you when you attend events?
4.1 Industry trends

One crucial activity in events management is constantly looking at and evaluating the new and emerging
trends in the industry. Event management trends inform how events will be staged in the future.
Presently, digitalisation is growing significance in not only the planning of events but how attendees'
experiences are shaped. Below are the seven emerging trends in events.
4.1.1 Personalisation
More and more event professionals recognise that not every attendee will be in the same place in their
event journey. Personalisation becomes paramount in ensuring that event attendees receive exactly what
they expect/need when attending the event. Personalisation is a rising event management trend which
is tied to event success. Event attendees are postulated to gain much more value from the event when
their needs are met, and their experience is personalised.
To some extent, events have already been providing some personalisation, particularly regarding the
event programme. Presently, many events provide the opportunity for attendees to view and tailor the
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event agenda to suit their needs or motives for attending the event. Event attendees are choosing their
sessions and session breaks to get the most out of the event. Increasing the scope of event personalisation
is dependent on the use of data and technologies. For instance, in large scale events, where there are
many sessions, networking events, keynote speeches – the event may seem overwhelming to the
attendees. In this case, event apps have the ability to make suggestions using algorithms based on the
profiles of the event attendees. Additionally, personalisation will be evident in the marketing and
promotional efforts of events. The current environment is characterised by an abundance of content and
information. This makes it critical to make sure your content stands out. Content personalisation can be
as simple as including attendees' names on emails to more concerted efforts such as segmenting
attendees and sending personalised content.
4.1.2 Sustainability
At present, event professionals cannot afford to take sustainability as an afterthought. Sustainability is an
ever-present trend in events management – it will continue to be discussed for so long as the industry
does not comply with the necessary changes. As event professionals, you are accountable for the impact’s
events have on the environment. Event professionals are under pressure to think and plan more
holistically when it comes to sustainability, particularly in terms of procurement, waste management,
awareness during event and catering design.
4.1.3 Increased need for event security

As the events industry continues to grow and expand its use of new technologies, there similarly grows
the need for more security in events. In this regard, many events are looking for solutions to the need for
event security, in the form of crisis communications and cybersecurity. Additionally, this need for security
extends to on-site security – it is imperative that the event attendees are safe and secure.
As an event professional, your number one priority is that attendees do not risk their safety when going
to your event. It is therefore paramount to have conversations with your venue security and ensure that
there are well aware of the emergency plan and crisis communication plan. Technology is increasingly
used to empower attendees to report any potential threats. When considering cybersecurity, it is
important for you to remember that event registration platforms and management software hold a
goldmine of information on event attendees. It is the responsibility of event professionals to protect the
personal information of attendees from hackers. Fortunately, many governments and companies are
implementing a number of measures to ensure that data privacy is a reality. However, event professionals
similarly have a role to play as well – this includes ensuring that event data is encrypted, password
managers are used, and the use of 2-factor authentication is adopted. Increasingly, event organisers have
at their disposal, various technological measures that they can use during their event. Depending on the
event type and scope, as well as the costs involved, facial recognition or fingerprint devices are commonly
used.
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4.1.4 Unique event venues
Increasingly, event professionals are shifting away from traditional venue venues, such as hotels and
conference venues to more unique venues. Selecting a unique event venue allows you to be creative and
create a one of a kind event experience. The option to move towards non-traditional venues opens up
more possibilities on where to host the event; for instance, some event venues may be:
• Lofts;
• Farms;
• Museums; and
• Studios.
However, it is important to note that non-traditional event venues similarly present their own challenges
that event professionals may not be faced with within normal event venues. Some of these challenges
may be lack of power supplies, the need to install Wi-Fi, the need to build a temporary stage or other
temporary structures.
4.1.5 Virtual planning of events

With the rise in technological integration in events planning, the event industry will move towards the
virtual planning of events and cutting down site visits. The technology already exists to enable event
professionals to plan events remotely. Regarding site visits, most event venues already have floor plans,
videos and basic information such as catering options and venue capacity. Additionally, event planners
can plan an event at the venue without having stepped foot in it, by way of video meetings and VR venue
tours. Technological advancements also allow for virtual collaborations with the event team.
4.1.6 Wearable technology

Smart devices that attendees wear on around their necks or on their wrists are called wearables. These
wearables are becoming increasingly popular in events, and are mostly used for networking, data
collection, information exchange, content distribution, check-in and lead retrieval. One of the largest
categories of wearables includes attendee badges, which are used to monitor attendee behaviour and
facilitate networking. Wearable technology is transforming events, in particular referring to the
improvement of the attendee experience. For networking, some event professionals use badges to light
up in matching colour when people share common interests, thereby encouraging interactions between
attendees.
4.1.7 Improvements in Wi-Fi

Almost every event has Wi-Fi connectivity. This is an incredibly important feature in all events. A lot of
digital applications at the event rely on the Wi-Fi; this includes the product showcasing of exhibitors, push
notifications, event apps and attendee networking. When deciding on the Wi-Fi speed suitable to your
event, you may need to examine the expected number of attendees, devices that need Wi-Fi and how
heavily attendees, vendors and exhibitors expect to use it. Some event venues which you may need to
hire for the purpose of your event may already have this facility. Therefore as an event coordinator, choice
Page | 41
of event venue should in this case be dependent on the availability of Wi-Fi connectivity. Attendees will always
want to connect on the internet to share their location and the event experience via social media.
4.2 New roles in events management

As you would have seen above, the event is moving towards digitalisation. Digitalisation in events is still
a growing phenomenon and necessitates well knowledgeable and skilled individuals to take advantage
and grow their events market. As such, the advances in events comes along with a series of new and
emerging career choices. This section details some of these new event management roles.
▪ Event tech expert

The event tech expert is the individual event professionals will turn to for technology-related
elements around the event. This may include special effects, audio-visual items, event apps, and
event software. As more and more events professionals adopt the use of technology in the
management of events, there emerges the need for an individual who is an expert with
technology as it is a discipline on its own and it may be too overwhelming for event professionals
to undertake this enormous task by themselves. Many event tech experts will spend most of their
time troubleshooting any tech challenges, but they also play an important role during site visits.
▪ Social media coordinator

Social media has become essential to any event. The use of social media in events continues to
develop and evolve each year. Event professionals utilise social media to keep attendees
informed, engaged and enthusiastic about the event and activities surrounding the event. Social
media coordinators are becoming a must to have in the event team. This role will continue to rise
in future years. Social media coordinators have in-depth experience with several social media
platforms, skilled in community engagement, responsive and are able to quickly learn the key
skills in social media marketing and engagement.
Figure 1: Social media
Page | 42
▪ Digital concierge
A digital concierge can be seen as a replacement or supplement to the traditional concierge
service offered by many venues. However, in this case, it is having someone behind the scenes to
provide the traditional concierge services, only through an app or the website. The digital
concierge can perform a range of activities, such as coordinating event logistics, offering
restaurant recommendations and obtaining tickets to shows and activities.
▪ Meeting designer
As much emphasis is placed on meaningful attendee experience, there emerges a need for
meeting designers. Meeting designers are primarily geared towards creating the best experiences
that ensure that the event objectives are met by narrowing focus on the experience of the
attendees, as individuals. This means meeting the event objectives through the combination of
good knowledge of psychology and cognitive learning. Meetings designers aim to ensure the best
learning outcomes for attendees and would strive for longer-term behaviour changes.
▪ Event videographer
The events industry is experiencing a rise in the importance of event videos. Many people working
in the event, such as venue managers, vendors, planners and attendees, create video content
around the event. High-quality videos are presently in high demand within the events industry –
resulting in many opportunities for videographers.
Figure 2: Videographer
Page | 43
▪ Digital analytics manager
Generally, there has been an increased demand for digital analytics; the events industry is
beginning to take note of this. Events gather endless data that can be used to improve
productivity, attendee experience, revenue and processes. Many events companies are
expanding and investing in individuals skilled to undertake this type of research.
▪ Customer experience manager

Customer service is at the forefront of every event. Events have to cater to the needs of attendees
to ensure that they are happy and have an enjoyable and memorable experience. In making
customer service central to event activities, event companies are hiring staff members who are
committed to providing excellent service. Customer experience managers are individuals hired to
perform a range of activities, from answering emails, providing in-person service on-site and
gathering customer feedback.
▪ Event sustainability coordinator

As discussed, event sustainability is one of the most important aspects of event management.
More and more events are going green and preparing plans to minimise their environmental
impact. Accordingly, there emerges the need for an event sustainability coordinate who is focused
on making events more environmentally conscious as well as delivering the corporate social
responsibilities (CSR) responsibilities.
▪ Live feedback manager

Often, event professionals will receive feedback via social media and face to face
communications. More event companies are hiring someone (the live feedback manager) to track
with information so as to enable the event professional to react to the changes in real-time.
▪ Sponsorship manager
Sponsorships play a crucial role in the success of the event as well as its revenue. It is becoming
important to have an event staff dedicated to recruiting and stewarding sponsors. The sponsor
manager is someone familiar with businesses that are aligned with the event niche and is able to
gain sponsorships and ensuring that they are mutually beneficial.
▪ Virtual event planner

With the opportunities provided by digital media and technology, some event professionals are
taking their business online and offering their services to the global events market. There is an
emergence of freelance virtual event managers who work from remote locations. This is a flexible
and unique career choice.
Page | 44
Watch the video listed here.

▪ YouTube: 2020 Event Trends – How ill the Industry Evolve?
▪ At: https://youtu.be/56hG9nerXGo
This video talks about the event trends that event professionals will see in 2020.
Activity
Example: Event venues

Why choose a unique event venue?
Aside from the benefits of creating a memorable event for attendees and
achieving a good result for your client, there are a couple of great reasons
why it's beneficial for you to choose a unique venue. Rather than using a
tried and true layout or your go-to decor style, here's your chance to push
your creativity to extremes. It's also a great addition to your portfolio of
events as an event planner. If you want to set yourself apart from your
competition in the event world, arranging events in an expanse of different
venues, including those that are non-traditional is proof that you aren't a
one-trick pony.
Page | 45
Character is key when choosing a unique event venue
You should look to brand values and personality as your inspiration for
finding an event venue that amazes. How do you do that? Well, you
consider aspects like:
• Type of business
• Event goal
• Event overall mood and tone
• Positioning statement
• Brand characteristics
You ask: what is your brand known for? Also, what words come to mind
when people think of the prospective venue? Is there a synergy between
the two?
Choosing a unique event venue that has synergy with the brand is what
will set you apart from the competition. It can even attract people outside
your usual market – which is only a good thing for brand awareness. The
venue is just as crucial for people deciding to attend as is the event
content.
Aim for an awe-inspiring first look

A unique venue can help you create an immediate impression before
attendees even set foot in the door. An impressive exterior will wow
eventgoers as they approach. But you could also achieve this by extending
the event space to the outside of an indoor venue.
When choosing a unique event venue with a high-impact first impression,
outdoor sites often make some of the best options. They provide a sense
of endless potential that sites within four walls often can't. They also have
the benefit of fostering a sense of community, with greater scope for
customisation. Using an outdoor event venue can be amazing, but as an
event planner, you also need to be on top of weather considerations and
additional power needs. After all, you don't want your hard work creating
a memorable event derailed on the big day. Remember to keep these two
critical factors at the forefront of your mind when looking at potential sites.
Choosing a unique event venue – they're all around you

When it comes time to brainstorm a unique site for an event you're
planning, you might be surprised that some of the best choices are places
you walk by every day.
Nostalgic places like skating rinks and children's museums might be an
unexpected choice, but they pack a big punch when it comes to
atmosphere and evoking emotion in attendees. Spaces like these bring
back the joy of childhood and tapping into these emotions improves
engagement, making your event truly memorable.
Blank spaces like parking lots, rooftops and aeroplane hangars are exciting
choices that allow for plenty of customisation. Instead of being concerned
if adequate parking is available at an event venue, making the parking lot
the venue puts an interesting spin on the event! Parking lots are of course
perfect for pop-up events using local food trucks for catering. As for
rooftops – views, glorious sunsets, being closer to the stars, and a sense of
rebellious come into play. Need we say more?
Page | 46
Places you might visit now and then like wineries, farms and aquariums can
create a particular ambience, while still offering great amenities. Many of
them are also well-suited to creating different session spaces, all at the one
venue.
Think about a farm – there's usually a barn, stable yards and plenty of
space for marquees to be erected. A farm environment adds a sense of
authenticity to your event. It also means attendees have access to nature.
Reflect
Think Point
▪ In which new and emerging event role do you see yourself in?
▪ How do you think emerging trends influence emerging event
management roles?
UNIT 4 CONCLUSION
This unit examined the emerging event trends that are shaping how events are being (and will be)
planned, managed and staged. These trends clearly indicate that event management is moving towards
the virtual world and thereby requires events professionals to be well aware of the trends and the new
roles needed to keep abreast with the changes.
MODULE 1 CONCLUSION
The module focused on the fundamental aspects of events management, which included the various
definition of events, the nature of the events industry and the role players in events. The module further
highlighted the industry trends in events and the new emerging event management roles that are needed
to stay relevant with the industry changes and attendee' expectations.
Page | 47

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EVENTS PROFESSIONAL

STUDY GUIDE 2020

MODULE TITLE ................................................................................................................................................4

PRESCRIBED STUDY GUIDE AND OTHER RESOURCES ...................................................................................5

WHAT THE ICONS MEAN ................................................................................................................................6

SHORT COURSE TITLE Events Professional

MODULE TITLE Fundamentals of Events Management

OUTCOMES OF THE Upon completion of this short course in Events Professional

CREDITS ARE NOT None

MODULE PURPOSE The purpose of this module is to equip students with an

PRESCRIBED STUDY iQ Academy Module Study Guide

ASSESSMENT You will be required to complete formative and summative

The feedback of your assessments will be made available online

Formative assessments are conducted throughout each module

Summative assessments are conducted [at the end of each

The final marks are derived as follows for this module:

Formative assessments: 40%

HOW DO I STUDY? It is recommended that you study this course, Events

Prescribed Readings and Resources

Further Optional Video/Audio

Further Optional Resources

Online forum discussion or study group

End of Unit Continuous Assessment

End of Module Summative Assessment

INTRODUCTION AND MODULE OUTLINE

Unit Duration: 1 Week (6 hours)

RESOURCES AND READINGS

Prescribed reading and resources:

Further optional resources:

▪ Shone, A. & Perry, B. (2019). Successful events management.

Important terms and definitions

FIFA the Fédération Internationale de Football Association

Mega-events One-time events that are generally of international scale

MICE Meetings, Incentives, Conferences and Exhibitions

NGO Nongovernmental organisation

EMBOK Events Management Body of Knowledge

1.1 Defining events

Accommodation TOURISM INDUSTRY

Private sector Events (&

Figure 1: Graph of the tourism industry

Figure 2: Nomological structure of events

1.2.1 Defining events according to size

Figure 3: Categories of events according to scale of impact

1.2.1.2 Major events

1.2.1.3 Hallmark events

1.2.1.4 Local or community events

1.2.2 Form or content

1.2.2.1 Cultural events

1.2.2.2 Business events

1. Conferences – A conference is an event which people confer, exchange views, convey

1.2.2.3 Sport events

1.2.2.4 Social lifecycle events

1.3.1 Events industry in South Africa

Watch the optional video listed here.

Access Further optional video

▪ Which events have you attended and why?

RESOURCES AND READINGS

Prescribed reading and resources:

▪ iQ Academy module Study Guide, Unit 2.

Further optional resources: