CHAPTER 1:
INTRODUCTION
TO EVENT
Objectives
To consider a definition of, and framework for special events & event
management
To provide a categorisation and typology for special events, together with an
overview of the historical context
To identify the key characteristics of events, in order to understand the business
of events management as a service activity
Recognize the cultural, economic, and strategic significance of events, and
explore contemporary trends shaping the event management industry.
Identify the diverse range of events, activities, and processes involved in event
management, along with the skills and attributes required for success.
Discuss with your friends:
WHAT IS AN
EVENT?
Fun activity:
In a group of 3-4 discuss your dream wedding and imagine how you
would plan this event?
EVENT
According to Cambridge Dictionary, An activity is planned for a
special purpose and usually involves a lot of people, for
example, a meeting, party, trade show, or conference
An event is a one-time or recurring phenomenon of limited duration
It may be naturally occurring, but is more frequently a deliberately
created or “planned” characteristic of destination image.
Planned events have a long and rich history and have been an
essential part of human existence for several centuries. They
include celebrations and private events, commemorative
events, music, comedy, and entertainment festivals, sporting
events, and business and corporate events
(Wrathall, Steriopoulos, & Bevolo, 2022)
EVENT
MANAGEMENT
Focuses on organizing
planned events that aim to:
• Increase the visibility, appeal,
and financial success of the
host city, region, country,
organization, or private entity
• Fulfill key objectives or values
related to areas such as
religion, sports, culture, or
corporate and private interests
Event management:
• involves the structured planning,
organizing, and resource management
to deliver successful events
• minimizes risks and uncertainties in
event execution
• ensures the realization of potential
benefits
• supports ongoing improvement of
event quality and impact.
WHAT DO EVENT PLANNERS DO?
CLASSIFICATIONS
OF EVENT
CATERGORISATION OF SPECIAL EVENTS
When considering this
categorization, that there are
frequent overlaps.
Example: the graduation of a
student from university is both a
personal event for the student and
their family, and an organizational
event for the university
Another
typology of
events
A TYPOLOGY OF EVENTS
Axis of Uncertainty:
Events range from low to high uncertainty based
on predictability and control over variables.
Axis of Complexity:
Events vary in complexity, starting from
individual or small group events to large-scale
international events involving multiple
organizations.
As event complexity and scope increase, so
does the uncertainty and need for more
sophisticated management.
Different types of events require different
levels of resources, planning, and risk
management based on their scale and reach.
Historical & Development
of The Event Industry
Many events have their origins in cultural
festivities, such as Chinese New Year.
In recent decades, the economic impact of
large-scale events, like the Olympic Games,
or World Tour, has become evident.
The Meetings, Incentives, Conferences, and
Exhibitions (MICE) sector has contributed to
higher revenues, boosted tourism, and
increased employment opportunities for host
cities.
After Covid-19, the growing complexity &
diversity of events has led to the need for a
more structured approach, giving rise to a
professionalized event management industry.
Characteristics of Event
Ambience and Service
Impacts of events
Motives for attending events
Motives for attending events
Motives for attending events
Stakeholders
Implications of event
Group
discussion
•Political: Government policies, regulations
impacting events.
•Economic: Market trends, funding, and
economic stability.
•Social: Demographics, cultural trends, and
audience behavior.
•Technological: Innovations in ticketing,
communication, and event tech.
•Environmental: Sustainability, renewable
energy use, and venue choices.
•Legal: Employment laws, safety regulations,
and contracts.
•Industrial: Trends and shifts within the event
management industry.
Event management process