Chapter One

INTRODUCTION TO EVENT
MANAGEMENT Chapter One

INTRODUCTION TO EVENTS
Definitions:
The dictionary defines an event as “anything that happens, as distinguished from
anything that exists’’ or “an occurrence of great importance”. Events can range from
local village events to international spectacles.
Further definitions:
A special event is a happening designed to meet specific needs at any given time.
A special event is a one-time or infrequently occurring event outside normal
programs or activities of the sponsoring or organizing body.
To the customer or guest, a special event is an opportunity for leisure, social or
cultural experience outside the normal range of choices or beyond everyday
experience.
TYPES OF EVENTS
In leisure, tourism and related fields, events are extremely diverse:
festivals and carnivals (music , arts…etc)

trade exhibitions , careers exhibitions
sports competitions and tournaments
environmental days
marathons
parades
Shows and displays (firework display , artistic shows , museum displays)
Caravan and motoring rallies
Seminars and conferences
SIZE OF EVENTS
Classification of events can be done on the basis of size or type , as follows:
Mega-events – The largest events are called mega-events and these are generally
targeted at international markets and attract million visitors to the host city. The
Olympic Games and the World Cup Soccer are good examples. All such events have
a specific yield in terms of increased tourism, media coverage and economic impact.
However, as with all events of this size, it is difficult to calculate the costs accurately
with so many stakeholders (mainly government) involved. The size of the Olympic
Games in terms of expenditure, sponsorship, economic impact and worldwide
audience undoubtedly put it in the category of mega-event.
 Hallmark events - Hallmark events are designed to increase the appeal of a
specific tourism destination or region. The Tamworth Country Music
Festival, the Melbourne Cup and the Adelaide Festival of Arts are all
examples of tourist destinations achieving market positioning for both
domestic and international tourism markets through their annual events.
• Major events – These events attract significant local interest and large
numbers of participants, as well as generating significant tourism revenue.
The Robbie Williams Live Summer 2003 concert attracted a record audience
in the UK of 375 000 people over five days. The three-wfestival in Sydney
includes market stalls, food stalls, exhibitions, street entertainment, parades and
dragon boat races.eek
•Minor events – Most events fall into this last category. Almost every town and city
runs annual events. Meetings, parties, celebrations, award ceremonies, sporting
finals, and many other community and social events fit into this category.
ASKING THE RIGHT
QUESTIONS
Before starting to organize any event, it is vital to answer the following questions:
why do we need to hold an event?, what the precise nature of the event?, when it
will be held?, where it will be held?, how can it be achieved?, who will organize,
attend or participate, or pay?, how will the event be publicized?, will it interest the
media?, Is it attractive to a sponsor?, Is there another similar event?...etc
Why? Is probably the most important question of all. There has to be a very real
reason for the event if you are to spend time, energy and finance on it.
What? has to be organized. Any lack of detail in defining the nature of the event will
cause problems later, in identifying exactly what has to be done.
When? The event should be scheduled far enough away for you to achieve it.
Consider the month of the year, the day of the week, the hour of the day, and the
relationship to other similar events in local, national or international calendars. A
clash can be disastrous for all involved. Timing is particularly important if television
or other media coverage is being used.
Where? Geographical location is important and so is the venue; they can be vital to
success. Any event must have convenient transport links, both public and private,
and its venue should be easy to find. Customers are always expecting a high standard
of venue specification and comfort.
How? Appropriate resources to stage the event are needed. We must have the
personnel, structure, support services and overall commitment if the event is to
proceed successfully.
What cost? To be successful an event needs funding. It is dangerous to go ahead
with an event without knowing how it will be funded. A detailed budget of
anticipated income and expenditure must be prepared before starting any project; it
must try to cover every possible area but still leave enough room to cope with any
emergency.
Who? Every event needs personnel. Effective leadership, organization and hard
work are paramount. An event organizer is a key figure who combines the following
roles such as administrator, planner, information coordinator, field operative, crisis
manager, management consultant…etc and there are other people that need to be
considered, such as audience members and fundraisers: watchers, attendees,
participants, sponsors…etc
EVENTS AIMS: (GENERALLY)
•Play an integral part in the economic regeneration of the area.

•Heighten the place/area’s profile, nationally & internationally.
•Identify the place/area’s potential as a major events venue.
•Encourage local participation and collaboration.
•Long – lasting benefits from capital investment in new facilities i.e. new stadiums.
•Significant employment will be generated from organizing events. This excludes the use of
volunteers.
•Enhanced visitor numbers and therefore additional visitor expenditure in other words
increases tourism expenditure.
•Potential to attract new inward investment as a result of the area enhanced image.
EVENTS AIMS:
(SPECIFICALLY)
Having established the raison d’être for the whole event, it will be necessary to
break it into more manageable steps of measurable achievement – objectives.
It is vital that objectives are set, agreed and understood by everyone involved.
Every one must commit himself to accomplish these targets; this will lead to clear
focus, coordinated effort and unity of purpose.

OBJECTIVES SHOULD BE SMART:
•Specific to the event.

•Measurable in statistical terms.
•Agreed (or achievable) by those involved.
•Realistic (or relevant) to the resources available.
•Timed around the event scheduled
OBJECTIVES
should be appropriate, simple, clear, unambiguous and achievable. They should
avoid causing confusion and misunderstanding or communicating incorrect
messages.
The precise definition of objectives also assists greatly in establishing an
organizational structure. It allows each individual or committee to be given a
number of their own specific targets (sub-objectives) which they are responsible for
attaining.

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INTRODUCTION TO EVENT

MANAGEMENT Chapter One

festivals and carnivals (music , arts…etc)

•Play an integral part in the economic regeneration of the area.

•Specific to the event.

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