Chapter

Event Management
An Introduction

LEARNING OBJECTIVES
management
To understand the concept of event
types of events
» To study the characteristics and
management
» To discuss the natureof event
» Todiscuss the principles that event
manager must consider for making an event
successful

your goals and achieves your

The most successful event is the one that achieves Regina Sullivan
expectations."

Events and occasions play vital role in the life of a human being. Some events
are special and unique, which cant be bypassed as they touch almost every aspect
of one's social existence. Everyone becomes a part of these events at one time or
the other, may be as organizers of the event or as participants. Whatever is the
case, every event is expected to be successful and unique. The domain of events
 2 EVENT MANAGEMENT

is budding as an industry. The emergence and growth of events around the globe
as a distinct industry has given the signs that the management can no longer be
ignored in the field of events. To survive in the ever changing competitive world,
the businesses have to host and organize events as a normal phenomenon. Various
events differ in their nature and scope, as they range from the short time private
events to the large-scale international events. To make these events impressive,
unforgettable and successful, a gigantic amount of hard work is required. As the
events can't be managed by asingle hand especially in case of large events, assistance
is generally asked from professional people known as event managers. The event
managers assiduously put in their best effort and creative talent in conducting
variousevents. These event management professionals work tirelessly to create the
best experience possible for the guests, the stars, the sponsors, stakeholders,
participants and the spectators.
EVENTS: EMERGENCE AS AN INDUTRY
The economy of India is growing. by leaps and bounds. Various sectors such
as Services, Information Technology, Retail, Infrastructure, Transport,
Communications, and Telecom etc are contributing immernsely to the country's
gross domestic product. These ever growing industries are contributing enormously
to increasing nation's coffers. One of the emerging industries is that of event
managerment. Event management is a young and rapidly growing field, which is
gaining acceptance at avery fast pace not only in India, but all around the globe.
This industry has travelled a long way in the previous few years and has come up
as a multimillion dollar industry which is growing at the rate of 150% per annum
with events and mega shows being organized or hosted almost every day. The
studies have revealed that in the beginning of twentieth century, event industry
used to spend up to Rs. 20 crores per year on events, but in the last couple of years,
all the event companies have increased this expenditure to the tune of approximately
Rs. 1800 crores per year. Even in times of economic recession, companies have not
reduced this spending and events remained invaluable to companies as a unique
way to build brand reputation and to give people memorable experiences. Events
are considered as the most profound form of advertising and marketing and a
glamorous and thrilling field in the modern times.
The event industry is currently providing avenues of employment to nearty
1.5 million people. This industry is quite comprehensive which incudes varied
fields such as meetings, incentives, conventions and exhibitions, conferences,
seminarS as well as live music and sporting events. The studies have indicated that
this industry is gaining popularity day by day. The people, who possesS management
and organisational skills, an instinct of creativity and want to go for an exciting
career, can be well absorbed by this industry, which is attracting the country S
brightest talents.
EVENT MANAGEMENT-AN INTRODUCTION 3

MEANING OF EVENT MANAGEMENT

An event is often a highlight of an individual or organisation's life. It is an
Occasion, which is not to be taken lightly. Most of the events come once in the
lifetime. A special birthday, a wedding, an anniversary is so important to the host
that nothing must go wrong. If something goes wrong on these events, the losS
can't be compensated. Mistakes in events can't be easily rectified e.g.
of fire during 25th anniversary celebration or power failure at a occurrence
overload of electricity supply, such events can't be repeated. Thewedding
offer
due to
to 'come
back again at oOur expense don't work, as the time of event doesn't come back. The
event manager thus carries a great responsibility for making the event (large or
small) a success. He can't get another chance to manage the event
Thus the nianagement of events is quite vital for the people appropriately.
connected with it.
The tem event management encompasses two terms: event and
In simple words, event management is the process of managing an event management.
it a success. As the term management is quite to make
comprehensive and includes the
application of various principles, concepts and functions to perform a task efficiently
and effectively. Thus, event management is a process of applying the
aspects in the field of events. It involves series of steps to organise a managerial
well managed and focused event for a particular target audience. Itprofessional,
deals with
visualizing and applying management concepts of planning, organizing
coordinating, budgeting and executing a variety of events such as weddings,
birthdays, fashion shows, musical concerts, seminars, exhibitions, theme parties,
product launching of companies etc. Imagination and creativity are inseparable
components of event management.
NEED OF MANAGING THE EVENTS
Event management is the co-ordination, running and planning of all the
people, teams and features that come together to create a unique kind of event.
The management of events is important due to following reasons:
1. Once in lifetime: Most of the events take place once in the
lifetime of host.
Any deficiencies and problems occurred at the time of event can't be rectified.
So management of events has to be done carefully, so that
chance of its failure. there is no
2. Making events memorable: The successful events are less remembered in
comparison to unsuccesstul ones. The
helps in smooth flow of the events and application of management concepts
makes them successful and flawless.
3. Handling the risks: Events carry far
high level of uncertainty and risk about
revenue and profits in comparison to many other businesses. In case of
charitable and sOcial events, the risk is not in terms of profits, but in terms
of time invested that can be
wasted objectives are not achieved as
if
4. First impression lasts: The desired.
First impression is the last domain of events works on the
impression'. One unsuccessful event notion
can
that
destroy
4 EVENT MANAGEMENT

tne buSness of organizers for the entire life as the customers will never be
able tO establish trust on them.
Thus event management is the application of the management functions and
principles to the creation and development of events. It is all about creating an
experience. Organizing a perfectly synchronized, well planned, well conducted
and memorable event requires detailed planning, organization and effective
execution. In the corporate sector, event management involves studying the
intricacies of the brand, identifying the target audience, devising the event concept,
planning the logistics and coordinating the technical aspects before actually
executing the modalities of the proposed event. The success of event management
depends upon how well the event was organized and up to what extent the
objectives were achieved. In brief, successful event management involves the
following considerations:
(1) The organizers must have in depth knowledge of the subject matter of
event e.g. brarnd in case of corporate events.
(2) The event is directed at the audiences. Event managers must collect
information about the target audiences.
(3) There must be strong event concept and theme.
(4) The planning and coordination are crucial for successful events.
(5) When a full proof plan is ready, then only the event should be launched.

SOME VIEWS AND DEFINITIONS

The following definitions would further define the term event and its
management:
Professor Donald Getz (1997): Prof. Donald, well known writer in the field
of event management, defined special events from two perspectives:
Perspective of customer: 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 every day experience.
Perspective of event manager: A special event is a one time or infrequently
occurring event outside normal programs or activities of the sponsoring or organising
body.
Dr. J Goldblatt (1997): He defines special event as a unique moment in time
celebrated with ceremony and ritual to satisfy specific needs.
Steve John N (2015): Event management is the process of creativity applying
necessary professional skills in organising a focused event for a target audience to
achieve a desired objective.
Many events in the real life may not meet the criteria of above definitions.
EVENT MANAGEMENT-AN INTRODUCTION 5

OBJECTIVES BEHIND THE EVENT

Events may be conducted with varied objectives. Successful events are usually
based on a strong concept and purpose. Ideas for holding events arise from a
range of reasons. Many industries, charitable institutions, and interest groups hold
events for various purposes. The event may be for charitable purpose, launch of
a new product, organising a run for fun, or working on a local festival. The
objective of event may be any one of more of the following:
To celebrate a unique aspect related to a particular locality/ town or area.
To showcase or develop a particular custom or culture.
To remember a historic happening, occasion or national day.
To host or conduct a competitive or mass participation sporting event.
To enhance tourism in a particular town or state.
To encourage more visitors to come and spend time and money in a
town/area.
To improve or recreate the image of a particular town/area.
To encourage and celebrate a community activity.
To mark an opening or launch of a product/item.
To market an organisation, its brands, people and products.
To build long term business relationships with clients or suppliers.
To raise the funds for any social or commercial project.
To celebrate the winnings and achievements.
To conduct corporate meetings, conventions, seminars, expositions, parties.
To celebrate festivals and carnivals.
> To conduct prize giving ceremonies.
The above given list is not exhaustive; events may be conducted with some
other purposes.
TYPES OF EVENTS
The size of an event largely depends upon the purpose for which an event is
conducted. The event management industry is full of excitement and includes the
events of different sizes from the mega events such as Olympics to minor events
Such as business breakfast meetings of five directors. Thus events can be organized
oi for varied purposes and can be segregated in folowing types:
I. ON THE BASIS OF NATURE OF ACTIVITY
On the basis of nature of task, events may be categorised in following heads:
(i) Family or Personal vents: Personal events are related to individuals or
family such as birthday celebrations, social gatherings, engagements, an
6
EVENT MANAGEMENT
niversaries and weddings. These occasions provide opportunities for .
family to get together. In western countries divorces and funerals are also
included in this categorv. Funerals and other ceremonies done later
are becoming big events with good catering now a days. To successfully
handle the personal events, the event managers are required to keep track
withchanging SOcial trends e.g. in modern times traditional
done in the home town and western weddings are done overseas.weddingsSameare
couple performs ceremonies of different cultures. Hawaii competes with
many other international destinations for this mnarket.
(ii) Academic Events: Academic events conducted at school, college and
university levels. These events include activities at the grand level such as
annual day functions, inter and intra institution competitions, sports day
celebrations, convocations, festival's celebrations and youth festivals. These
events are conducted to take out the hidden talents and the overall
development of students besides studies.
(iii) Business events: Business events are also called corporate events.
These
are high budget and high profile events. The purpose of
events is to transact any business or the promotion oforganizing
business. these
This
category includes events such as annual general meetings, exhibitions,
marketing campaigns, conferences, brand and product launches, trade
fairs and brand development activities. Thus commercial
marketing and
promoting events cone under the sphere of business events. The trade
organizations host single or multiple days' conferences to share information
on the latest trends, upcoming changes, and industry-related news. Most

GBD

Business Events
EVENT MANAGEMENT-AN INTRODUCTION
of the times, business events are organized for launching new products
such as computer hardware and software, perfumes or motor cars etc.
These events help an organisation in test marketing. The aim of these
events is to differentiate the product from its competitors and to ensure
that it is memorable. The audience in such events may be sales staff e.g.
travel agents who will promote the our to the clients. Media is usually
invited to these events to have high impact. Companies and suppliers
rent booths and inform people about their product and services, and
several high-profile keynote speakers headline the event. The 26th China
International Bicycle fair staged on May 6 to 9, 2016 was the best example
of business event.
(iv) Educational Events: These are the events organized for the purpose of
increasing awareness and spreading education and informnation in a specific
field. The events are made informative by inviting subject experts and
publicspeakers who take classes regarding any subject in form of seminars,
workshops, conferences, conventions etc. A barnking company organizes
an event to educate potential customers about the savings which can be
made in taxes through tax planning rather than tax evasion. The organisers
of these events invite guest speakers, organise workshops and sanction
various projects. Company representatives assist the participants handling
their queries is the best example of educational event.
(v) Specific events: These events are organized for a specific segment of
target audiences e.g. event organised for children such as kids' camps.
II. ON THE BASIS OF TIME SPAN
On the basis of time period involved, events may be categorised in following
heads:
) Short term Events: These events are conducted for a short period of time,
may be for some hours. Business meetings conducted by directors of
companies are organised for a short span to take routine and strategic
decisions. These events are organised with an agenda set in advance.
(i) Long tern Events: The time period of such events vary from some days
to weeks. These include events organized by companies (exhibitions and
trade fais), workers development programmes, mega sporting events
etc. A luxury car manufacturer may invite its existing customers to a
weekend long VIP event at an upscale resort and there the company can
unveil its latest model. Further the participants may be offered test drive
of the new vehicle on a professional track.
III. ON THE BASIS OF SIZE OF EVENTS
In terms of size, events may be categorised in following heads:
(i) Mega Events: The events which are large in size are termed as mega
events. These events are
generally targeted at international markets e.g.
The Olympic Games, World Cup Cricket etc. The expenditure, sponsor
 EVENT MANAGEMENT
ship, worldwide audiences and economic impact of mega events
is
tic. One of the examples of mega events conducted in India is
Kumbh Mela (Great Urn Fair), in which the largest religious
ggan-
Maha
gat
participates and gathers to bathe in a sacred river. In this mela
gathering takes place after every 12 years. In the year 2013,
hering
huge
mately 120 million (12 crore) Hindu devotees converged on the approxi.
and Yanmmuna rivers in Allahabad India, for a sacred bathing ritualGanga
devotees believe will purify and break the cycle of reincarnation, that
2013 festival described as the "Greatest show on earth was arguably the
largest gathering of humanity ever on a single event. Another example
America is the World Cup Super bowl. It is the annual
game of Championship
National Football League (NFL), highest level of professional
American Football in World. In 1967, this event was not SO popular and
for this event 30,000 tickets remained unsold, but today the tickets sell
before they are printed. There is booking of nearly 30,000 hotel rooms and
it is televised to an audience of 800 million and adds $400
milion to the
American economy.
Mega events earn a great yield in terms of increased tourism, media
Coverage and economic impact. The expenditures made on mega events
are always huge and some organizers have to face legacy of debt after
hosting a mega event. In the mega sized events, it becomes difficult to
ascertain the cost accurately with so many stakeholders and
involved. government
(ii) Regional Events: These events are designed to
increase the advent of
tourists and to appeal for a specific tourismn destination or region. FAN
fair, world's biggest country mnusic festival, held annually in
and various art festivals are the examples of tourist Nashville
destinations
market positioning for both domestic and international tourismachieving
markets
through their annual events. Such events attract local and international
visitors and have a significant positive financial impact on the region/
city. The annual national Cherry Blossom festival in Washington D.C. is
a good example of regional event.
(iii) Major Events: These events attract significant local interest and a
large
number of participants, as well as generate significant tourism revenue
Major cities generally have their convention centers capable of holding
large meetings, trade shows and conventions. The scope of major event
is far less than that of mega
events.
(iv) International Events: These events have national and
internationa
participants as well. The examples of such events include concerts and
live performances. International conferences and seminars are
to call overseas participants and ideas are gathered on
conducteo
varied issues fron
discussions of local and international spectators.
EVENT MANAGEMENT-AN INTRODUCTION
(v) Minor Events: These are the events in which most event
managers gam
their experience of conducting the events. Almost every town, city, country
and state in India hosts minor annual events. Event small cities and states
conduct these events. These can be annual or onetime events including
historical, cultural, musical and dance performances. For example at the
youth testivals, participating youth show their talents through dances,
performances etc. in expensive and colorful costumes.
IV, ON THE BASIS OF PURPOSE
On the basis of purpose involved, events may be grouped under following
heads:
(i) Sporting Events: Sporting events are organised in various towns, cities,
cOuntries and states throughout the nation. These events are conducted
tor promotion of sports e.g. Olympic Games opening ceremony. The United
States hosted one of the largest sporting events, the 2002 Winter Olym
pics, in which the audience from the entire world turned up to watch
sports. The event was a grand success due to dedicated management
team who despite a rocky start laced with controversy, knew how to pull
off such as extravaganza. Sporting events attract international sportsmen
and women at highest level. Tennis, golf, baseball, football, basketball, ski
racing and car racing are some of the examples. Many of the sporting
events held at local level in form of sporting competitions for players at
local levels. New teams play with professional teams. The success of such
events depends on the coordination of managers, staff, catering etc.
(ii) Cause-Related Events: Such events are conducted to promote any specific
cause or idea. These are theme based events and are generally organized
by the organisations, NGOs or other social groups. The objective may be
to enhance a social cause, (which is morally good) or the acceptability of
any product or idea. A pizza restaurant organizes a free event to promote
its new takeout service. The company serves food from its menu, and it
gives customers the chance to create their own pizzas. Each customer
tries the restaurant's new pizza and then gives his creative ideas. The
restaurant is getting achance to meet all of his customers on one hand
and promoting its new service on the other.
(iii) Fundraising Events: These events are conducted to raise funds from public
or from government agencies e.g. event organised for collecting donations
for orphanage or for any temple construction. As the general aim is to
raise the funds, the host can arrange certain entertaining activities such
as children's rides, which carn further contribute to the revenue generation.
Sometimes only the limited funds can be raised through these operations.
There is another risk that attendees may spend all their mnoney in extra
activities rather than to the charitable cause. The charitable fundraisers
are required to meet certain legal aspects too. The effort and organisation
required for running these events is much more than normal evernts
10 EVENT MANAGEMENY
(iv) Entertainnment Events: These events are organized to entertain the
Participants and include fun time activities. Entertainment events are well
Timing and
known for their ability to attract large audience.Examples
these events. of ticket pricing
are of
critical for the succes
events are circus and melas organised in the festive seasons.
cookout for customers, suppliers and employees or event
entorganized
ertaioutdoor
nmentto
entertain army personnel.
(v) Festive Events: These events are organized at the time of some
e.g. Diwali melas are and wine festivals
popular in India, while Food and festivals
are quite popular in America, Cristmas festivals in North-East India and
New Year get together are popular everywhere. These events provide an
opportunity to a particular region to show its products. Generally smal
towns attract people interest from various regions with their food festivals
Many wine festivals are often conducted in combination with musicevents
Religious festivals also fall in this category. The multicultural communities
in India provide rich opportunities for wide range of festivals.
(vi) Musical events: These events are generally a source of entertainment and
relaxation for the audiences. The participants may be ready to pay any
price to see their favorite singer or musician performing live on the stage.
The more famous the performer is, higher wwill be the success rates for
musical events. When the well known international performers are invited
for their performances, the event manager has to make a lot of
arrangements on various issues especially the safety and security of crowd.
(vii) Govermment events: These events are organized by
government bodies rather
than private corporations. General public can take the advantage of it without
any fees e.g. Pulse Polio Abhiyaan, Swachh Bharat Abhiyaan etc.
(viü) Cultural and Arts Events: Various galleries and
museums hold
exhibitions. Many people visit the museums every year in these special
Thousands of local art fairs, music festivals held in various countriesevents.
year. These evernts aim at making the spectators familier with a uniqueeachart
or a culture.
(ix) Meetings and conventions: Meetings and
conventions industry is highly
competitive. Many conventions attract thousands of people, whereas some
meetings include only a harndful of high profile participants.
V. MISCELLANEOUS EVENTS
Some events defy categorization. Besides discussed above some other events
may be organised such as fashion shows, social and
shows, dog shows, livestock shows, parades, vehiclescultural programs,
(tractors) talent nu
show, promotional
campaigns, religious gatherings, fireworks display etc. A cell phone
host a "thank you" event for mumbIS of its company
The company
may organize several teenage target market.
competitions text message and give away free smart
phones to winners. Drawing by
drawings may be awareded by competitions may be organised for kids and the best
an organisation.
 11
EVENT MANAGEMENT-AN INTRODUCTION
Most of the events are community related. They are run on fairly small scale
with voluntary support and sponsorship. These events provide the potential event
manager with invaluable experience as well as opportunity to contribute to their
community. Every event has a purpose, and the theme is generally linked to the
purpose. Analysis of even the smallest event can provide valuable insights into the
general principles that apply to managing all events.
FEATURES/CHARACTERISTICS OF EVENTS
Events carry some unique characteristics. Event team is always expected to do
everything right. Some events take days or months to plan depending upon the
nature and size of event. The events generally exhibit the following characteristics:
1. happy
Uniqueness: Each event is unique in itself. Every event may not be a
event, but it should be referred to happy and pleasant events. For
example for a layman, a wedding is a wedding. But actually it is a wrong
assumption. Even if two weddings were to be held on the same day at the
same place, they would not be the same, they may differ in terms of
timings, number of people visiting, the way people interact, status of the
gathering etc. So the two events will always be radically different. So an
event is unique and is remembered by the host for ever.
2. Expensive: Events are generally expensive to stage. An effective
event
the stage of
execution requires a handsomne investment of resources. From
planning, till the event launch, gignatic expenditure of funds is required.
means that the
3. Intangible: Like the services, events are intangible, which
touched. Tangible
events can be seen, and even experienced, but can't be different
products can be seen and touched. Events are organized with intangible in
motives such as fun, entertainment, inforination, which are he/she can
nature. Visiting a mall does not cost the customner anything, but
and get a "feel" of the
sense the ambience, enjoy the ride on escalators, which can be felt and
place and the service provided. These are intangibles
intangible and can be felt.
experienced. Events are the same; they are
lifetime experience for the
4. Once in lifetime: Events are often once in marriage. So
participants. Some events occur once in a lifetime such as
unforgettable. Thus
everyone wants to make such events unique and are held
generally events take place only once. However, many events
annually, usually at the same time every year.
5. Rituals: Generally events are organized and slowly they become ritual and
award
are conducted at fixed time intervals. Oscars, a tradition started to
the best in aparticular category. The tradition has remained and become
aritual. Today it has become the largest event in Hollywood. Started in
1929 for black and white films, moved into color in 1966, more hi-tech and
more glamorous, more exciting, more thrilling and with worldwide coverage
remains a tradition and an event looked forward to every year by the best
in the business.
 EVENT MANAGEMENT
12

and services: The events are organized by

6. Includes combination of goods intangible like
but the experiernce Though events are
theservices. services,
combining both goodsofand events is made tangible by attaching certain
things kncwn as "give aways" e-g. cap, wristband, t-shirt, prize with contests
of
remembrance, it's a memorythat
etc. The give away acts as a token
reminder of the event.
a
whenever seern, viewed or felt acts as reaction of the people are a critical
7. Personal interactions: The action and event mus.
have aand with The
the event.
partto ofinteract people partic1pating in the
dspect chance each other. If the people who become a part

spectators do not enjoy the event, the event is Considered

O an event or the spectatorS are crucial part of
tlop or a failure. In a sports tournament, buiding the
They also help in
the tournament as much as the players are. with cheering, flags and face
atmosphere and ambience of the tournament
game, but they are
painting etc. The viewers may not actually play the
certainly as involved with the event as the players are.
a lifesparn. They
8. Time scale: Events do not go on forever, they do have
could go on
generaly take place over a short life span. Although, events
for some days or an evening, an hour or even a yearly event. The timing
of the event determines the necessity of many other things. If it is an
will be
evening event, the lighting, the stage, the colour of backdrop etc.
determined carefully as opposed to if the event would have been conducted
during the day.
9. Planning: All events require long term and careful planning. The events
planned well in advance have greater success probability.
10. Generally take place at once: The event is to be conducted conmpletely at
one place. Different facilities are to be brought under one roof for the
convenience of audiences.
11. Risk and stake: Events carry a high level of risk e.g. financial risk, safety
risk etc. There is often a lot at stake for those involved, including event
management team. Every performer e.g. athlete in the sporting event, wants
to deliver his best performance. The bride wants to be perfect in every way.
The marketing manager and the design team want the new product to be
seen in the best possible light. In normal business the risk is spread over a
number of days and a number of customers, but in one big budget event
the stake is on a single day. Tlhe events involve media, thousands of
participants, unique location, and unusual demands for logistics, lighting
sounds and special effects. Thus sO many things are at stake and alot is
demanded from the event manager.
Event industry is one in which people (audience) tend to have the best time
oftheir lives. Making this outcome possible and sharing this with them is extremely
gratifying
EVENT MANAGEMENT--AN INTRODUCTION 13

NATURE OF EVENT MANAGEMENT

Eventsexlhibit unique characteristics, so managing these events is a challenging
task. The event management has the following features:
1. Process: Managing the events is not one shot activity; rather it involves
series of arrangements to be made. Events managers are expected to apply
the managerial process and functions in the field of events.
2. Inseparability: Managing the events successfully requires creativity of the
and creative
organizers. The effective execution of events require innovative
mind of the organizers. Thus the management can't be separated from the
event manager.
functions
3. Variability in responses: The event managers utilize different different
and tools in nmanaging different events. Same event may get
response from different persons to the same experience. Thus there can be
variability in the experience that the participants get from the same event.
The event managers may apply similar managerial principles in managing
events, but the response from different event audiences may vary.
management demands
4. Require long and careful planning: Successful event events such as event
for long and careful planning. Various aspects of
concept and design, marketing and promotion, leading the team, security
require systematic and cautious
and safety aspects, crowd management etc
planning
5. Expensive to stage: Management and organization of events is a costly
to be arranged under
affair. As various facilities and service providers areofficers, catering staff,
security
one roof on a such single day such as expenditure.
performers etc., all this requires lot much
over short time span: Most of the everts are organized for a short
6. Place is a long term process.
time period, but is planning and management carries a lot of risk.
7. Carry a high level of risk: Event management
remembered for a long term in
Unsuccessfully managed events are
businesses, the risk is sprcad over
comparison to successful ones. In normal
time where losses can be compensated from future profits. But
a period of
failure depends on single day. Thus
in case of events, the success or reputation of event manager.
managing events carries a lot of risk to the
not one short activity. It takes the
8. Often lot at stake: Event management is spoil the entire career uf
effort of entire team. One unsuccesstul event may
event manager.
of a well organised
9. Team work: Event management requires the efforts a team with clearlv
event team. The event manager has to bring together
defined authorities and responsibilities for all event aspects including the
unexpected crises. The team must be both organised and flexible. Events
can be unpredictable and do require quick thinking which is based on
sound knowledge and procedures adopted by the team.
 14 EVENT MANAGEMEN
M
10. Aimed at target audience: The action and reaction of the esent
are a critical aspect of the event. The organisation of the event
based On the kind of people who are going to be a part of
to know who
parit.istiSoalwayspanit js
naturallyimportant for the event managers
audiences intended.
are or for whom the event is For the atarge
(event) is example:
Organized for people in the age group of 18-25 andis parn
by a magic show. The target audiences are least expected to fol owei
show. Thus the personal interaction with the audience is very enjoy the
make an event successful. important
to
11. Time bound: Timing is an important consideration while plannine
event, because preparation for the event, pre and post Wrap up
decided and size of the event. etc. ar
according
crucial role
to magnitude
Timings play a
in planning an event. Every aspect of an event is to be
while
planning for it. Organising time bound events helps in scheduled
how long
will
an event will last, whether it will be for an hour or
happen during the event and how much time each item will take
caltwo,culatiwhatng
Timing is critical in events. There must be syncronisation between varios
event aspects e.g. timing coordination between speakers and catering staf
Imagine a launch where the product is revealed while the cihairman is stil
introducing the product, when the schedule specifies that the product
reveal must happen after the speech.
12. Requires balanced approach: Managing the events is demanding, exciting
and challenging task. It requires a fine balance between task management
and people management. A successful eveni will always be the result ot
satisfied teamn and the audiences.

PRINCIPLES OF EVENT MANAGEMENT

Event management is a multifaceted activity. In the past there had been
events that resulted in losses to the hosts and sponsors for varied reasons. Thus
it is important when embarking on any event regardless of its scale, to take the
correct approach and use the right techniques to ensure that an event is successfu
As large amount of funds and effort is involved in the organization of an
event
the following principles can prove helpBul to make event successful:
1. Principle of creativity: The most challenging aspect of this field is
for creativity. The event industry is all about the need
exceeding
all parties involved in the events. Event managers
the be real outsideo
need to expectations
tine box thinkers, who have a dynamic
event manager should try to use his approach
to problem solving
innovativeness and creativity
designing the events. Ihe event managers are
something unique. They have to brainstorm ideasalways expected
and come up to
with a
theme that carries fun and is relevant and unique. The event should be
unique one, not duplicating an existing event. There should be a Creative
enark that can give event guests a
memorable experience.
EVENT MANAGEMENT-AN INTRODUCTION 15

2. Principle of feasibility: Another principle that an event manager should

consider is the feasibility of the event to be conducted. Feasibility covers
both physical and legal feasibility to conduct the event. Sometimes the
event is to be conducted within a limited time frame, the event manager
should see whether the event can be planned and staged within that time.
The event manager has to consider various key aspects of feasibility.
3. Principle of coordination: The management of events calls, largely for
coordination, from stage one. From the first stage of getting the orders for
the event (known as pitching for an event) till the last stage of follow up,
coordination is required in the entire team. Events usually require many
different teams to come together, often including several external suppliers.
Successful events depend on team and every team member doing his job to
a high standard, as well as flexibility and a commitment to good crosS
team communication. If members feel proud being part of a tean and
working in coordination to create something unique, events would always
be successful.
4. Principle of planning: Meticulous planning is the foundation for successful
events. The planning of an event is not done at once. It takes a good
amount of time to plan a creative and unique event. Research has shown
that the maximum amount of time of event managers is spent on the
function of planning. Planning of various aspects is must, such as where
to organize event, who are target audience, what will be the brand name,
tag lines and logo, monetary planning etc.
5. Principle of relationship management: The event manager should maintain
gOod relations with various suppliers, customers and all other connected
with the event. The teams' needs should be taken care off. Thus event
managers must apply 360 degree principle of relationship to make event
Successful.
6. Principie of legacy: The event should be in accordance with the provisions
of law for the time being in force. The event managers must take care of
laws related to occupational health and safety of people.
7. Principle of financial viability: The event organizer should see whether
the resources are available to organize the event. The results accruing from
the event should justify the expenditure made on organizing the event. The
event should meet the financial and infrastructure requirements of the host.
8. Principle of objective attainment: An event should achieve the goal for
which it is organized. If there is a gap in the market, event should fill it.
The event manager should think on the following points:
(a) Why the event has been staged?
(b) Is the event really relevant?
(c) Will the event help in attaining the vision, mission or objectives thought
of?
 16
EVENT MANAGEMENT
(d) Will the Organizers be able to gain support from the event
local authority, funding team.
Participants, audiences, community,
and sponsors? bodies
9. Principle of sustainability: Environmental friendly events generally get
attention and Support of sepectators and society. Sustainable event
management (also known as event greening) is the process used to
an event with particular concern for environmental, economic andproducesocial
1SSues. Sustainability in event management incorporates socially and
environmentally responsible decision making into the planning, organization
and implementation of, and participation in, an event. It involves
sustainable development principles and practices in all levels including
of
event
organization, and aims to ensure that an event is hosted responsibly
Sustainability requires an event to be conducted in an integrated manner
Event greening should start at the inception of the project, and should
involve all the key role players, such as clients, organizers, venues, sub
contractors and suppliers.
10. Principle of need: The event should be organised only if there is a demand
for such an event. An event will be acknowledged and accepted only if
that is need of the hour.
11. Principle of long term benefit: The event should have long term
Events will long term perspective are bound to be successful. impacts.
12. Principle of follow up: One can learn from ones
mistakes, so the event
manager should always review and revise. If the event is staged on an
annual or repeated basis, then past can be a guide for the future events. In
annual events, at the beginning of each year's planniing process the
year's performance must be reviewed. It will help previous
in staging the event more
accurately and will assist in developing it further. The evernt managers should
make necessary adjustnents in previous
future years, as the conditions will not remainperformance figures to plan for
exactly same.
13. Principle of updating: Something that worked
today. The event manager has to use updatedyesterday may be of no use
techniques to make event successful. technology and modern
Besides the above discussed principles various other
venue requirements and capacities, skill needs of considerations such as
volunteers, economic and environmuntal impact and politica!managers, emplovees and
must be viewed cautiously. support or oppositi0n
QUESTIONS
Short Answer Questions
1. Define event.
2. What is event management?
events.
3. Define cause related
EVENT MANAGEMENT-AN INTRODUCTION 17

4. What do you understand by principle of sustainability?

5. "Events are unique." Discuss.
6. What do you understand by a musical event?
Long Answer @uestions
1. What is an event? Discuss various categories of events.
2. Define an event. How the events can be managed and why the events should be
managed?
3. What is event management? Discuss various principles of event management.
4. Define event management. Discuss the features of event management.
5. What is an event? Discuss its characteristics.
6. Discuss various types of events in detail.
7. "Event management is a young and rapidly growing field, which is gaining acceptance
at a very fast pace not only in India, but allaround the globe." Discuss the statement.
8. Define events. What the objectives of hosting an event?
9. "Every event is unique in itself." Do all the events are unique? Give your opinion in the
light of various types of events.
10. Explain various principles that an event manager must keep in mind while arranging
variouS events.

References
Armstrong, JS (2001). "Planning Special Events", Josse Bass Wiley, New York.
Cartherwood D W and R. L. Vankirk (1992). "The Complete Guide to Special Event
Management", John Wiley and Sons Inc. New York.
Kumari, Purnima (2013). " Event Management", Anmol Publications Pvt. Ltd. New Delhi.
Pp. 4, 7.
Swarup K. (2010). "Event Management", Adhyayan Publishers and distributors, New Delhi.
pp. 2-23.
Wagen, Lynn Van Der and Brenda R. Carlos (2015). "Event management: For tourism,
Cultural, Business and Sporting Events", Pearson Prentice Halland Dorling Kindersley
Publishing Inc. Noida. pp. 14-19, 22-29.
www.kumbhallahabad.com/ (Maha Kumbh Mela Festival)
https://en.wikipedia.org/wiki/Event_management
htp://www.moanaevents.com/events/
www.kumbhmelaallahabad.gov.in/english/index.html
https:/len.wikipedia.org/wiki/Super_Bowl