Unit I

S
O Introduction to event management : definition and
H framework, categories and typologies, characteristics of an
event, size of events, the events team
M
T
S Course Outcome1 :: recognize the types and characteristics
of an event
O Learning Outcomes::
H  know about the definition and framework of event
M Management
 understand the types and categories of event management
T
 understand the characteristics of an event
 understand the size of event and its impact on the planning
and management of an event
 know about the team members for planning an event
 Introduction to event management :
definition and framework
S DEFINITIONS OF EVENTS:
O The Accepted Practices Exchange Industry Glossary (APEX, 2005)
defines an event as, ―An organized occasion such as a meeting,
H convention, exhibition, special event, gala dinner, etc. An event is
M often composed of several different yet related functions.
T
 Getz (2008) suggests two definitions, from the perspective of the event
organizers, as well as the guests:
S 1. A special event is a one-time or infrequently occurring event outside normal
programs or activities of the organizing body.
O
H 2. 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
M experience.
T
 The definition of a special event, they note it as: ―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.
 Developing Concept of Event
There are numerous elements that need to be considered in developing an event
concept. They include the
S  purpose of the event,
O  the event theme,
 the venue,
H
 the audience,
M  available resources,

T  the timing of the event, and

 the skills of the team.
 OBJECTIVES OF EVENT
MANAGEMENT
Objectives should always be SMART
S
O  SPECIFIC to the particular event and particular
aspects of it
H  MEASURABLE express the objectives in
M numbers and quantities
AGREED make sure all team members know
T 
the objectives
 REALISTIC set objectives the organizing team
can realistically achieve
 TIMED set a timescale for achievement of the
objectives
 Framework of Event Management

S
O
H
M
T
S
O
H
M
T
S
O
H
M
T
 Categories and Typologies of Events
There are different criteria for classification of events. The basic one classifies
S events as planned and unplanned:

O
Planned events are the subject of study of event management and they require
H setup, management, executives and certain length of time.
M
Unplanned events are accidents, natural disasters and other similar.
T
 MEGA EVENTS
 Events with international appeal and true global reach typically fall into
the categories of major or mega-events. Such events have the potential to act as
S catalysts for local development, and to deliver a range of economic,
socio-cultural, environmental and other benefits associated with
O image, branding, and expansion of the visitor economy, just to name a few.
H
M  World Fairs,
 Olympics and
T  World Cups
 Mega-events, as the largest and highest profile of all events, invariably, require
the most significant and sophisticated infrastructure development, are typically
S the most expensive to host, and given the competitive bidding process for such
events, typically take the longest time from inception to delivery.
O
H They 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
M events.
T Problems of infrastructure, facilities, transport and cross cultural
issues are some of the limitations in the organization of these events. Despite this,
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.
 MAJOR EVENTS:
Major event is a large-scale event, with strong public interest and media
coverage.
S Major events attract large numbers of visitors, and help the organizers
O achieve good economic results.
In practice of management of events, these events are often sports-oriented,
H with an international reputation, and defined structure of competition for
M example:

T Formula One Grand Prix or trade fair exhibitions held at Pragati

Maiden New Delhi, Opera Festival,The Commonwealth Games.
 HALLMARK EVENT:
These are the events with the distinctive quality of the program. 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
S awareness.
Hallmark events are of special importance and attractiveness both for participants and
O visitors, they attract great attention of the public, contribute to the image of
destination and maintain and revitalize the tradition.
H Classic examples of hallmark events are Carnival in Goa, Dussehra of Kullu and
M Khuajoroho Dance festival, Tour De France, Carnival in Rio.
These events are identified with the very essence of these places and their citizens,
T and bring huge tourist revenue as well as a strong sense of local pride and
international recognition.
 LOCAL EVENTS:
Local event is an event that is targeted mainly for local audiences and staged primarily for
their social, fun and entertainment value.
S 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.
O They can also help with exposing people to new ideas and experiences, encouraging
H participation in sports and arts activities, and encouraging tolerance and diversity.

M Various local events are celebrated in India such as Lohrai, Baisakhi and exhibitions to
display new products.
T
 Special Events: categorized by purpose
Special events are more local and on a smaller scale than the mega events. These
events can also be categorized by purpose. Examples of which include:
S  public events
O  sporting events
 cultural events
H
 tourism events
M  corporate events
T
The term ‘Special Event’ is sometimes used to describe themed events which are
one- off or occur infrequently outside of normal programme of activities. Special
events are often used to recognize a unique moment in time with ceremony and
ritual to satisfy specific needs.
 Another common way of classifying
events is by their form or content:

S
O
H
M
T
  CULTURAL
S CELEBRATIONS
 Festivals
O
 Carnivals
H
 Commemorations
M
 Religious events
T
S  POLITICAL AND STATE
O  Summits
H  Royal occasions
M  Political events
T  VIP visits
  ARTS AND
S ENTERTAINMENT
O  Concerts
 Award ceremonies
H
M
T
  BUSINESS AND TRADE
S  Meetings, conventions
O  Consumer and trade shows
H  Fairs, markets

M  EDUCATIONAL AND
SCIENTIFIC
T  Conferences
 Seminars
 Clinics
  PRIVATE EVENTS
S  Weddings
O  Parties

H  Socials

M
T
  RECREATIONAL
S  Sport or games for fun and
O  tourism

H
M
T
 Profitable And Non-profit Events
Finally, all events can be categorized as profitable and non-profit events.

S
Non-profit events are characterized by special programs mainly devised to enhance
O the image of the organizers, participants or some organizations.
Another type of non-profit events is charity events, devised to collect funds, not
H for the organizers or participants, but for charity purposes.
M
T Nevertheless, the majority of events are profitable. Their economic goal is the
profit, and social objectives are related to implementation of various types of
programs - sports, cultural, artistic, business, educational, political or
scientific.
 Niche Events
 Niche Events – often with close links to the host destination, whether the
connection is literary, culinary, adventure sports, music festivals etc. (e.g. Agra
S music festival).
O This category may also include events at the smaller end of the spectrum, such as
Hemis Festival of Ladakh.
H Such events are relatively inexpensive to organize and are likely to attract a
M higher proportion of high spending international attendees.

T
 Participatory Sports Events
 Participatory Sports Events – for example, the world masters games,
world police and fire games, ironman events, and junior sports events.
S
O These are destination‘ events which attract thousands of competitors from outside
the host country, most of whom bring multiple people with them (spouses,
H friends, family) and often extend their event related stay into a holiday.
M
T
 Signature Cultural Events
 Signature Cultural Events – events which gain an
S international reputation as must see ‘and include, for example,
South by South West in Austin, Texas, Sonar festival in
O Barcelona, White Nights in Melbourne, or the Edinburgh
H Fringe Festival.
M
T
 International Sports Events
 International Sports Events – for example, single or multi-sport events
such as the World Cup Rugby, the Tour de France, and World Championships for a
S variety of sports (athletics, swimming, gymnastics etc.).
O Such events can not only bring in large numbers of participants and spectators but
also achieve large worldwide television coverage and can play a significant role in
H raising the profile of the destination and the brand of the country.

M The biggest events of this type would be the Summer Olympic Games and the
Football World Cup; however, smaller international sports events can have a similar
T effect on a smaller scale, often with less financial risk.
 Aspects of event management
Planning, organizing and hosting an event can be a very complex process, requiring
event managers to control all the creative, technical and logistical elements. Here
S are some of the duties and actions they must undertake for successful event
management:
O  Coming up with a workable concept for the event

H  Planning a marketing strategy

 Writing and finalizing the script for the event
M  Working on the audio-visual production
T  Obtaining necessary permits for hosting the event
 Getting insurance
 Selecting and booking a venue
 Aspects of event management
 Complying with health and safety standards
S  Contacting and negotiating service rates with various vendors

O  Inviting speakers and entertainers

 Arranging transportation and accommodation for guests
H  Ordering food and drinks
M  Hiring security for the event
 Creating emergency contingency plans
T  Coordinating the event
 Controlling the event
 Monitoring the end of the event
 Closing the event
 Characteristic of event
1. Creative Process: -Event Management is a creative process. The event management
team must be creative or dynamic. It must come up with new ideas to manage and
S deal with the event.

O
H 2. Objective Oriented: - Event Management focuses on objectives. Every event has
certain goals or objectives to be achieved. Therefore, all the activities will be directed
M to achieve the objectives. Unwanted activities or unnecessary formalities may be done
away with.
T
3. Requires effective Leadership: - Event Management requires effective leadership on
the part of event managers. The Event Managers have to influence and motivate the
employees in order to undertake the event successfully.
 4. Requires effective Promotion: - Event Management requires effective
promotion. The event promotion involves:
Publicity of the event.
S Advertising of the event.
Maintaining good public relations
O
H
5. Planning and Control: -The event management team has to plan and control the
M activities relating to the event, the planning and controlling activities involve:
T Developing a mission statement for the event.
Establishing the objectives of the event.
Preparation of event proposal.
Evaluating the performance of the event.
Taking Corrective measures for the future event
 6. Requires Professionalism: -To manage an event successfully, there is a need
S for professionalism on the part of event management. Professionalism involves:
O Systematic planning and control of activities
H
Proper training of manpower
M
Proper compensation to the employees.
T
S
O
H
M
T
S
O
H
M
T
 Events are characterized by the following:
• They are often "once in a lifetime" experiences for the participants.
• They are generally expensive to stage.
S
• They usually take place over a short time span.
O • They require long and careful planning.
H • They generally take place only once. (However, many are held annually, usually at
the same time every year.)
M • They carry a high level of risk, including financial risk and safety risk.
T • There is often a lot at stake for those involved, including the event management
team.
 The Event Team
An event manager is generally supported by a team that grows enormously as the
event draws near. A planning team of 12 that works together for a year can explode
S into a team of five-hundred for the short period of the event. This phenomenon has
been termed the "pulsing organization" by A. Toffler, who coined the term to
O describe organizations that expand and contract in size.
H
M This is particularly appropriate for organizations such as the U.S. Open Tennis
Championships, since they surge in numbers for a short period every year. The
T second example comes from the 2002 Olympic Winter Games where the head of
catering had a small team working with him to negotiate contracts with caterers in
the lead-up to the Games, with his team expanding to over 200 (including
volunteers) in the month before the Games. And there was only one opportunity
for the whole group to be together for a training session!
 Having just mentioned contractors, it is important to note that the event manager
typically works with a number of contractors.
S These could include any or all of the following:
 venue managers
O  stage managers
H  lighting, audio, and video companies

M  decorators and florists

 entertainers
T  employment agencies
  rental companies
 public relations and marketing consultants
S
 security companies
O  catering companies

H  cleaning companies
 ticketing operations
M  Printers
T For some events, the manager is also required to become a liaison with
government agencies at a range of levels, from local government through to federal
government. Local councils deal with event planning and approval; state
governments sometimes provide approvals for traffic and policing; and the federal
government gives advice on protocol for international dignitaries.
 Structure Of An Event Management
Team

S
O
H
M
T
 Program Administrators

Duties include:
 Estimating attendance numbers
S  Creating audience personas
O  Inviting and taking care of VIPs
 Selecting a venue
H  Doing the site walkthrough
M  Choosing a caterer
 Developing a menu related to how many people will attend
T  Creating table seating arrangements
 Selecting speakers, sessions, and topics
 Detailing the program of activities
 Creating a schedule of events, including timing and content
 Scheduling entertainment
 Creative Committee
Duties include:
 Taking pictures and video during the event
S  Engaging with audience and media
 Documenting all sessions and program of activities
O  Putting together multimedia presentations for sessions
H  Monitoring and posting to social media, including creating an event hashtag
 Developing branding, theme, and visuals
M  Creating handouts and printed material, including the schedule of activities and
program
T  Designing the catering menu and seating layout
 Creating the event/venue map
 Designing t-shirts and uniforms for staff and attendees
 Creating and updating the event website and mobile app
 Designing the event logo and swag
 Operations Liaisons

 Duties include:
 Setting up chairs and tables for catering, breakout rooms, and main
S sessions
Cleaning up and tearing down after the event
O 
 Tech support (if not included by AV production company)
H  Making sure the venue and the equipment are safe and secure
 Ensuring the crowd is under control
M  Managing lines and crowd flow throughout the venue
T  Handling any disturbances
 Engaging with the audience and hyping the crowd
 Disbursing event swag
 Distributing programs to attendees and entertainers
 Answer questions and supporting attendees
 Treasury Committee

 Duties include:
 Creating an overall event budget
S
 Coordinating with other committees for cost estimates and quotes
O  Getting funding from sponsors and grants, if needed

H  Setting budgets for separate committees

 Receiving and/or disbursing payments
M  Keeping accurate record of all money going in and out
T  Approving quotes and providing means for payment