Event Management

in Sports, Dance and

Games
 At the end of this course, the
students should be able to:
• Gain a foundational understanding
of event management as a discipline
and its significance in various
industries, including sports, dance,
and games.
 At the end of this course, the
students should be able to:
• Understand the key roles and
responsibilities of event managers
and the skills required to succeed in
this field.
 At the end of this course, the
students should be able to:
• Learn to differentiate between various
types of events, such as corporate,
social, cultural, sports, dance
performances, and gaming events, and
understand their unique characteristics.
INTRODUCTION
TO EVENT
MANAGEMENT
Events create opportunities for
people to connect with an area,
spend time together, celebrate and
experience the diversity of cultures
and foster creativity and
innovation.
Events allow a community to
come alive and provide an
opportunity for a destination to
showcase its tourism
experience and increase
economic activity.
Events contribute significantly to
community building, lifestyle and leisure
enhancement, cultural development,
tourism promotion and increased visitation,
volunteer participation, fundraising and
economic development.
Most importantly, events create a
sense of fun and vibrancy, resulting
in a strong sense of community
connectivity, pride and a sense of
place.
What is EVENT?
is an organized occasion such as a meeting,
convention, exhibition, special event, gala
dinner, etc. An event is often composed of
several different yet related functions (The
Accepted Practices Exchange Industry
Glossary of TERMS (APEX, 2005).
is a unique moment in time,
celebrated with ceremony and
ritual to satisfy specific needs
(Goldblatt (2005).
are spatial - temporal phenomena and that
each is unique because of interactions
among the setting, people, and management
systems, including design elements and the
program (Getz (2008).
Getz (2008) highlights the fact that the
biggest appeal of events is that they are
never the same, and that the guest has ―to
be there in order to enjoy the experience
fully.
Getz (2008) suggests two definitions,
from the perspective of the event
organizers:
1. A special event is a one-time or
infrequently occurring event outside
normal programmes or activities of
the sponsoring or organizing body.
Getz (2008) suggests two definitions,
from the perspective of the guests:
2. To the customer or guest, a special
event is an opportunity for leisure, social
o cultural experience outside the normal
range of choices or beyond everyday
experience.
has been used to describe specific rituals,
presentations, performances or celebrations
that are consciously planned and created to
mark special occasions and/or to achieve
particular social, cultural or corporate
goals and objectives (Bowdin (2006).
is a one-time or infrequently occurring
event of limited duration that provides the
consumer with a leisure and social
opportunity beyond everyday experience.
Such events, which attract or have the
potential to attract tourists, are often held
to raise the profile, image or awareness of
a region.
Events provide different
potential legacies, depending on
the requirements of the
respective host city or country.
EVENTS
MANAGEMENT
• Event Management is the process
of analyzing, planning, marketing,
producing and evaluating an
event.
• It is a different way of
promoting a product,
service or idea.
EVENTS
MANAGEMENT
If an event is managed efficiently and
effectively, it can be used as a very powerful
promotional tool to launch or market a
product or service.
EVENTS
MANAGEMENT
Events Management requires certain core
values to be deployed to every element,
process and decision to justify professional
approach and achieve effective
and efficient results.
EVENTS
MANAGEMENT
Events offer a unique form of tourist
attraction, ranging in scale from small
community festivals, through to international
trade fairs, and on to the largest of global
sporting events, such
as the Olympic Games
and the FIFA Football
World Cup
EVENTS
MANAGEMENT
One of the key differences between events
and traditional attractions is the period of
time over which they impact the host
community or region.
EVENTS
MANAGEMENT
Events are short term by definition, often
lasting only one or two days, although
some larger events can last significantly
longer while fixed attractions tend to draw
visitors seasonally, or over
an extended period.
Who are the People involved in
organizing an event?

The number of people involved in

organizing an event depends upon the size
and scale of the event.
An event management company can
have following event professionals:
[Link] Manager/Event Planner
[Link] Coordinator
[Link] Manager
[Link] Manager
[Link] Manager
[Link] Manager
An event management company can
have following event professionals:
A. Event Manager/Event Planner
They have the following responsibilities:
1. Responsible for planning and producing the
whole event.
2. Responsible for procurement management and
resource management.
An event management company can
have following event professionals:

A. Event Manager/Event Planner

They have the following responsibilities:
3. Formulates, prepares and implement risk
management plan (risks related to event planning
and production).
An event management company can
have following event professionals:

B. Event Coordinator
They are responsible for coordinating with all
event professionals and ensures that business
operations are efficient and effective.
An event management company can
have following event professionals:
C. Information Manager
They have the following responsibilities:
1. Manages the information acquired through
different sources.
2. Responsible for the documentation of all
business operations carried
out pre-event, at-event
and post-event.
An event management company can
have following event professionals:
C. Information Manager
They have the following responsibilities:
3. Maintains database of service providers,
delegates, guests, organizers, sponsors,
partners, clients, target audience, media people
and various govt.
departments officials.
An event management company can
have following event professionals:
C. Information Manager
They have the following responsibilities:
4. Formulates, prepares and implements the
risk management plan. (risks related to
information management like loss of data)
An event management company can
have following event professionals:
D. Logistic Manager
They have the following responsibilities:
1. Responsible for custom clearances and
other clearances.
2. Responsible for warehousing of cargo
3. Cargo insurance
An event management company can
have following event professionals:
D. Logistic Manager
They have the following responsibilities:
4. Expected to move goods and merchandise
from one destination to the other in the most
efficient manner.
5. Responsible for
procurement management
and resource management.
An event management company can
have following event professionals:
D. Logistic Manager
They have the following responsibilities:
6. Formulates, prepares and implements the
risk management plan. (risks related to logistic
management like cargo theft, etc.)
An event management company can
have following event professionals:
E. Security Manager
They have the following responsibilities:
1. Responsible for formulating, preparing and
implementing the security plan and strategies.
i.e. how to protect delegates, guests, service
providers, organizers, sponsors, partners, clients,
target audience, goods
and merchandise, etc.
An event management company can
have following event professionals:
E. Security Manager
They have the following responsibilities:
2. Procurement management and resource
management.
3. Formulates, prepares and implements the risk
management plan. (risks related to security like
stampede, brawl etc.)
An event management company can
have following event professionals:
F. Infrastructure Manager
They have the following responsibilities:
1. Procurement management and resource
management.
2. Responsible for setting up and dismantling
the infrastructure for the whole event like:
An event management company can
have following event professionals:
F. Infrastructure Manager
They have the following responsibilities:
a. Construction of boundary walls, entrance and
exit gates, driveways, walkways and parking lots
b. Construction of AC/Non AC hangers/ halls,
seating arrangement, stage design/ set up.
An event management company can
have following event professionals:
F. Infrastructure Manager
They have the following responsibilities:
c. Construction of green rooms, staff rooms,
storage rooms, power rooms, toilets, sewage
systems, stalls, counters, booths and kiosks.
d. Responsible for setting up electricity, water and
phone connections.
e. Responsible for
conservancy
(i.e. cleanliness).
Who are the People involved in
Sponsoring an Event?
These people can either be an individual or a
company. They either finance the whole event or
some of its part or provide some service either at
subsidized rate or for free. An Organizer
finances maximum amount of money in an
event. Therefore he has
maximum control over
the event.
Who are the People involved in
Sponsoring an Event?

The following people are involved in supporting

an event: Organizers, Sponsors, Partners, Clients
and Supporting Agencies.
Who are the People involved in
Sponsoring an Event?

1. Organizers
An Organizer finances maximum amount of
money in an event. Therefore he has maximum
control over the event. Among sponsors,
principal sponsor finances maximum amount of
money. Depending on the amount of money
financed, a sponsor can be a principal sponsor,
co-sponsor or associate sponsor.
Who are the People involved in
Sponsoring an Event?

2. Sponsors
Similarly, depending on the type of service
financed, a sponsor can be: a venue sponsor, gift
sponsor, crown and jewelry sponsor, catering
sponsor, badge sponsor, banner sponsor etc.
Who are the People involved in
Sponsoring an Event?

3. Partners
Partners generally provide services either at
subsidized rate or for free like media partners
(which provide ad space), promotional partners
(which do publicity), logistic partners (which move
goods and merchandise from one destination to the
other in the most efficient manner).
Who are the People involved in
Sponsoring an Event?

3. Partners
Media partners can be: a newspaper partner,
magazine partner, TV partner, Radio partner,
Phone partner, Online partner or Outdoor
partner. Any college, institute or publication can
become: a knowledge partner, Research Partner,
Scholastic partner, Holistic partner or Academic
Partner to support an event.
Who are the People involved in
Sponsoring an Event?

4. Supporting Agencies
Supporting Agencies (either government or
private) can also support an event by either
financing the event or donating some service.
CLASSIFICATION
OF EVENTS
 CLASSIFICATION
OF EVENTS
A. The basic one classifies events as
planned and unplanned.

1. Planned events are the

subject of study of event
management and they require
setup, management,
executives and certain length
of time.
 CLASSIFICATION
OF EVENTS
A. The basic one classifies events as
planned and unplanned.
2. Unplanned events are
accidents, natural disasters
and other similar, and they
will not be taken into
consideration in this subject.
 CLASSIFICATION
OF EVENTS
B. The perceived scale and impact of
events are the level of participation,
audience/spectators, and media coverage;
and the degree to which
an event generates
significant international
demand for each.
 CLASSIFICATION
OF EVENTS
B. The perceived scale and impact
1. MEGA EVENT- is define as
the 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).
 CLASSIFICATION
OF EVENTS
B. The perceived scale and impact
1. MEGA EVENT- explains that mega events
owe their name to 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
(Allen et al., 2011).
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact
1. MEGA EVENTS
Events with international
appeal and true global
reach typically fall into
the categories of major
or mega-events.
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact
1. MEGA EVENTS
Has the potential to act as catalysts
for local development, and to
deliver a range of economic, socio-
cultural, environmental and other
benefits associated with image,
branding, and expansion of the
visitor economy, just to name a few.
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact
1. MEGA EVENTS
Is the largest and highest profile of all
events, invariably, require the most
significant and sophisticated
infrastructure development, are
typically the most expensive to host,
and given the competitive bidding
process for such events, typically take
the longest time from inception to
delivery.
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact
1. MEGA EVENTS
Mega Events also tend to have
the longest legacy period.
However, there are also very
limited opportunities for cities
and countries to host these very
largest of events.
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact
1. MEGA EVENTS
Problems of infrastructure,
facilities, transport and cross
cultural issues are some of the
limitations in the organization
of these events.
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact
1. MEGA EVENTS
Many countries continue to
view the investment of
resources necessary to bid for
and potentially host these
mega-events, as one that can
provide commensurate returns.
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact
1. MEGA EVENTS- Consideration
• Level of economic development
• Existing infrastructure
• Identified security needs
• Plans for urban regeneration
• Current and desired international image
• Maturity as a tourism destination
• Sustainability credentials
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact
2. HALLMARK EVENTS

These are the events

with the distinctive
quality of the program.
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact
2. HALLMARK EVENTS
Hallmark events are so identified
with the spirit and soul of a host
community that they become
synonymous with the name of
the place, and gain widespread
recognition and awareness.
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact
2. HALLMARK EVENTS
Hallmark events are of special
importance and attractiveness both
for participants and visitors, they
attract great attention of the public,
contribute to the image of
destination and maintain and
revitalize the tradition.
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact

2. HALLMARK EVENTS
Hallmark events are identified
with the very essence of places
and their citizens, and bring
huge tourist revenue as well as
a strong sense of local pride
and international recognition.
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact

3. MAJOR EVENTS
Major event is a large-
scale event, with strong
public interest and
media coverage.
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact

3. MAJOR EVENTS
Major events attract
large numbers of
visitors, and help the
organizers achieve good
economic results.
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact
3. MAJOR EVENTS
These events are often sports-
oriented, with an international
reputation, and defined
structure of competition.

example: Formula One Grand

Prix
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact

4. LOCAL EVENTS

Local event is an event that

is targeted mainly for local
audiences and staged
primarily for their social,
fun and entertainment value.
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact
4. LOCAL EVENTS
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.
 CLASSIFICATION
OF EVENTS
B. The perceived Scale and impact
4. LOCAL EVENTS
These events can also help
with exposing people to new
ideas and experiences,
encouraging participation in
sports and arts activities, and
encouraging tolerance and
diversity.
 CLASSIFICATION
OF EVENTS
C. The form or content
• Cultural celebrations
• Arts and Entertainment
• Business and Trade
• Sport competitions
• Recreational
• Educational and Scientific
• Political and state
 CLASSIFICATION
OF EVENTS
C. The form or content
1. Cultural celebrations
o Festivals o Carnivals
o Commemorations
o Religious events
 CLASSIFICATION
OF EVENTS
C. The form or content

Religious events- events

like religious festivals /
fairs, religious procession,
religious fair etc.
 CLASSIFICATION
OF EVENTS
C. The form or content
2. POLITICAL AND STATE
o Summits o Royal occasions
o VIP visits
o Political events –like political
procession, demonstration, rally,
political functions etc.
 CLASSIFICATION
OF EVENTS
C. The form or content

[Link] AND ENTERTAINMENT

o Concerts
o Award ceremonies
 CLASSIFICATION
OF EVENTS
C. The form or content
4. BUSINESS AND TRADE
o Meetings, conventions
o Consumer and trade shows
o Fairs, markets
 CLASSIFICATION
OF EVENTS
C. The form or content
4. BUSINESS AND TRADE
o Corporate events- events like MICE
(meetings, incentives, conferences,
exhibitions), product launches,
road shows, buyer-seller
meet etc.
 CLASSIFICATION
OF EVENTS
C. The form or content
4. BUSINESS AND TRADE
o Fund raising/ cause related
events- any event can be
turned into a fund raising or
cause related event e.g.
auctions.
 CLASSIFICATION
OF EVENTS
C. The form or content
5. EDUCATIONAL AND SCIENTIFIC
o Conferences
o Seminars
o Clinics
o Education and career
events- like education fair,
job fair, workshop, seminar,
debate, contest, competition etc.
 CLASSIFICATION
OF EVENTS
C. The form or content
6. SPORT COMPETITION
o Amateur/professional
o Spectator/participant
o Sports events- like the Olympics,
World Cup, marathons, Wimbledon,
wrestling matches etc.
 CLASSIFICATION
OF EVENTS
C. The form or content

7. RECREATIONAL
o Sport or games for fun
o Entertainment events- like music concerts,
fairs, festivals, fashion shows, award
functions, celebrity nights, beauty pageants,
flash mob, jewelry shows, stage shows etc.
 CLASSIFICATION
OF EVENTS
C. The form or content
8. PRIVATE EVENTS
o Weddings
o Parties
o Business events and tourism
o Socials/ life–cycle events- like a birthday
party, hen/stag party, graduation day,
bachelor's party, engagement, anniversary,
retirement day, funeral, etc.
 CLASSIFICATION
OF EVENTS
C. Profitable and non-profit events
Majority of events are profitable.
Their economic goal is the profit,
and social objectives are related to
implementation of various
types of programmes - sports,
cultural, artistic, business,
educational, political or scientific.
 CLASSIFICATION
OF EVENTS
C. Profitable and non-profit events
Non-profit events are characterized by special
programmes mainly devised to enhance the
image of the organizers, participants or some
organizations.
 CLASSIFICATION
OF EVENTS
C. Profitable and non-profit events
Another type of non-profit events is charity
events, devised to collect funds, not for the
organizers or participants, but for charity
purposes. Nevertheless, the majority of events
are profitable.
END