TYPES OF EVENT

COURSE : EVENT MANAGEMENT

COURSE CODE : KIJ4B3
LECTURER : INDRIA ANGGA DIANITA, S.Sos., M.A.B
 There are many

‘’ different ways of
categorizing or
grouping or
differentiate events,
including by size, form
& content, place,
scope, etc.

2
 1.
EVENTS BASED
ON SIZE

3
 LOCAL MAJOR
EVENT EVENT

HALLMARK MEGA
EVENT EVENT
4
 The larger the scale or size of an event, the greater
the impact of the event, including in terms of event
preparation, costs, audience, media coverage,
benefits, etc

5
 LOCAL or COMMUNITY EVENTS are

family-fun events that are considered

‘owned’ by a community because

‘’
they use volunteer services from the
host community, employ public
venues such as streets, parks and
schools and are produced at the
direction of local government
agencies or nongovernment
organizations (NGOs) such as service
clubs, public safety organisations or
business associations.

Community festivals can become

hallmark events and attract a large
number of visitors to a community
(Janiskee, 1996).

6
LOCAL EVENTS

❑ Most communities produce a host of festivals and events

that are targeted mainly at local audiences and staged
primarily for their social, fun and entertainment value.

❑ These events often produce a range of benefits, including

engendering pride in the community, strengthening a
feeling of belonging and creating a sense of place.

❑ They can also help to expose people to new ideas and

experiences, encourage participation in sports and arts
activities, and encourage tolerance and diversity.

❑ For these reasons, local governments often support such

events as part of their community and cultural
development strategies
7
 MAJOR EVENTS are events that, by their
scale and media interest, are capable of
attracting significant visitor numbers, media
coverage and economic benefits.

‘’
Many top international sporting
championships fit into this category, and are
increasingly being sought after, and bid for,
by national sporting organizations and
governments in the competitive world of
international major events.

8
MAJOR EVENTS

UK Sport (1999a, p. 4) consider that three elements are

required to be classed as a major sporting event:

1. It involves competition between teams and/or individuals

representing a number of nations.

2. It attracts significant public interest, nationally and

internationally, through spectator attendance and media
coverage.

3. It is of international significance to the sport(s) concerned,

and features prominently on their international calendar.

9
 HALLMARK EVENTS are

‘’
Major one time or recurring events of
limited duration, developed primarily
to enhance awareness, appeal and
profitability of a tourism destination in
the short term or long term.

Such events rely for their success on

uniqueness, status, or timely
significance to create interest and
attract attention (Ritchie, 1984)

10
 The term ‘hallmark’ describes an
event that possesses such significance,

‘’
in terms of tradition, attractiveness,
quality or publicity, that the event
provides the host venue, community,
or destination with a competitive
advantage.

Over time the event and destination

can become inextricably linked, such
as Mardi Gras and New Orleans (Getz,
2005)

11
The term ‘hallmark events’ refers to those events that become
so identified with the spirit or ethos of a town, city or region
that they become synonymous with the name of the place,
and gain widespread recognition and awareness.
12
 MEGA-EVENTS, by way of their size
or significance, are those that yield

‘’
extraordinarily high levels of tourism,
media coverage, prestige, or economic
impact for the host community, venue
or organization (Getz, 2005).

A one-time major event that is

generally of an international scale
(Jago and Shaw, 1998)

13
 MEGA-EVENTS

‘’
such as World Fairs and Expositions,
the World Soccer Cup Final, or the
Olympic Games, are events which are
expressly targeted at the international
tourism market and may be suitably
described as ‘mega’ by virtue of their
size in terms of attendance, target
market, level of public financial
involvement, political effects, extent of
television coverage, construction of
facilities, and impact on economic and
social fabric of the host community
(Hall, 1997)

14
Mega-events are those events that are so large that they affect
whole economies and reverberate in the global media.
These events are generally developed following competitive
bidding.
15
 2.
EVENTS BASED ON
FORM OR CONTENT

16
CULTURAL SPORTS
EVENT EVENT

BUSINESS
EVENT
17
 CULTURAL EVENTS

❑ Cultural events can also be contenders as major events.

❑ They are also increasingly linked with tourism to generate business

activity and income for their host communities. Some local authorities
and government/regional agencies are taking these initiatives one
stage further, by developing an event-focused arts strategy, using
events to deliver the cultural strategy, or developing a specific
events/festivals strategy.

❑ Arts festivals share a number of characteristics, including intense

artistic output, and a clear time-specific programme delivered with a
clear purpose and direction (Rolfe, 1992).

18
 SPORTS EVENTS

❑ Sports events are an important and growing part of the event

industry, encompassing the full spectrum of individual sports and
multi-sport events.

❑ Their ability to attract tourist visitors and to generate media coverage

and economic impacts has placed them at the fore of most
government event strategies and destination marketing
programmes.

❑ Sports events not only bring benefits to their host governments and
sports organizations, but also benefit participants such as players,
coaches and officials, and bring entertainment and enjoyment to
spectators.
19
BUSINESS EVENTS

❑ Business events include conferences, exhibitions, incentive travel,

and corporate events.

❑ These industries are sometimes grouped as discretionary business

tourism, MICE (meetings, incentives, conventions/conferences and
exhibitions/events) or a variety of other terms.

❑ This sector is largely characterized by its business and trade focus,

although there is a strong public and tourism aspect to many of its
activities.

20
 CONFERENCE can be very diverse, as
revealed by the definition of the Convention

‘’ Industry Committee in the APEX Industry

Glossary (CIC, 2003):

1. Participatory meeting designed for

discussion, fact-finding, problem solving and
consultation.

2. An event used by any organization to meet

and exchange views, convey a message,
open a debate or give publicity to some area
of opinion on a specific issue.

21
 Rogers (2003) define CONFERENCE
as ‘an out-of-office meeting of at least
four hours’ duration involving a

‘’
minimum of eight people.’

There are no tradition, continuity or

periodicity is required to convene a
conference.

Although not generally limited in time,

conferences are usually of short duration
with specific objectives.

Conferences are usually on a smaller scale

than congresses.

22
Conferences can be categorized according to their primary
market focus, generally as corporate or association.

23
 EXHIBITIONS can be defined as,
a presentation of products or services

‘’
to an invited audience with the
object of inducing a sale or informing
the visitor.
It is a form of three-dimensional
advertising where, in many instances,
the product can be seen, handled,
assessed by demonstration and in
some cases even smelt and tasted’.
(Exhibition Liaison Council, 1995)

24
 EXHIBITIONS are
‘an event that enables buyers and

‘’
sellers to meet together in a market
situation.’
(Exhibition Audience Audits Ltd.,
2005)

Exhibitions bring suppliers of goods

and services together with buyers,
usually in a particular industry
sector.

25
 Internationally, the terms exhibition, exposition, expo,
(trade/consumer) show, trade fair are sometimes used by
some interchangeably
26
 A new term to emerge over recent years is
the CONFEX – an exhibition and conference
combined.

These take one of two forms, either

professional, scientific and medical

‘’
conferences that offset their overheads from
income generated by an associated trade
show, or an exhibition that enhances visitor
numbers by featuring linked conferences in
their show (Exhibition Audience Audits Ltd., 2005).

27
 INCENTIVE TRAVEL is

‘a global management tool that uses an

exceptional travel experience to motivate
and/or recognize participants for increased

‘’
levels of performance in support of
organizational goals’.

(Society of Incentive Travel Executives, 1998)

28
 CORPORATE EVENTS

includes incentive travel, client entertainment,

staff entertainment, meetings and conferences

‘’ (Rogers, 2003b).

29
DISCUSSION

Find 3 examples of each category:

1. Local Events

2. Major Events

3. Hallmark Events

4. Mega Events

5. Cultural Events

6. Sports Events

7. Business Events

Present your explanation about the event and your

justification to include the event into each category.
30
Thanks!
Any questions?

31