PUB 30001 Event Management Cue Cards for Quiz 1

Why are events important?

Events are an industry in thier own right

According to the Business Events Council of Australia, what is important?

37 million + people attend more that 412,000 business events across Australia annually 

How much in direct expenditure is made from buisness events in Australia anually?

$28.0 billion

How much direct value is added from buisness events in Australia anually?

13.5 billion

How many jobs are added from buisness events in Australia anually?

179,357 jobs

What are other reasons events are more important?

• Government support and promote events from local to federal government level

• High discretionary spending 

• Enthusiasm of community groups 

• Need to mark an important event in both public and private life 

• Need to celebrate business milestones

Event Management are…

Multi-functional (e.g. finance, marketing. HR)

What is involved in cross-disciplinary event managment?

Operations management oriented; applied cycle of planning, leading, organising, and controlling

What should you consider when planning cross-disciplinary events?

How might the scale or size of an event impact on the management structure and processes?

What kind of impacts might an event have on the community/city/region/country where it is held?

What is an event?

A planned public or social occasion 

What is a special event?

Consciously planned and created to mark special occasion or achieve particular social, cultural, or corporate goals and objectives 

How does Donald Getz (2007) in pg 46 define the concept of an event?

An occurrence at a given place and time; a special set of circumstances; a noteworthy occurrence

What is Getz (2008) typology?

What is a Mega-event?

Affects whole economies and reverberates with the global media

What are examples of a Mega-event?

Olympic games, FIFA World Cup

What is a Hallmark event?

Identified with the spirit or ethos of the region

What are examples of Hallmark events?

Carnevale, Venice, Italy

What is a Major Event?

Attract significant visitor numbers, media coverage and economic benefits

What is an example of a Major Event?

Melbourne Comedy Festival

Who are Local or Comuunity events targeted to?

Local Audiences

What are some examples of local or community events?

Birdsville races, clients, or community forums

What are Festivals?

An important expression of human activity that contributes to social and cultural life.

What are Modern Events that occured in Australia during the 20th Century?

• 1980s and 90s set pattern for contemporary event industry (the text glosses over the 1956 Olympics held in Melbourne) 

• 1982 Commonwealth games in Brisbane – commercialisation of global events 

• 1984 LA Olympics – demonstrates that major events become economically viable - Television raises the profile 

• 1985 Formula 1 GP in Adelaide 

•  Entrepreneurs during economic booms – expands beyond sporting events 

• 1988 World Expo in Brisbane,1988 Bicentennial celebrations in Sydney, 

•  1991 Indy Gold Coast                               

• 1996 F1 GP to Melbourne

• 1997 Crown Casino Melbourne opens 

What are Modern Events that occured in Australia during the 21st Century?

• 2000 New Millennium celebrations and Sydney Olympics 

• 2003 World Cup Rugby      

• 2006 Melbourne Commonwealth Games     

• 2008 World Youth Day

• 2010 Failed bid for FIFA World Cup 2022    

• 2015 Asian Football Championship 

• 2015/6 Cricket World Cup     

• 2018 Commonwealth Games - Gold Coast 

• 2023 Australian Open Tennis  

• 2023 Formula One Grand Prix     

• 2013 Fifa Women’s World Cup

What has Event Management become more recently in Auatralia?

A viable career opportunity

How has the variety and scale of events been expanding in Australia?

Food and wine festivals in all major cities

Comedy festivals

Entertainment events: music, film, arts sport

How has events grown in a buisness sense?

Corporate partnerships (34% of marketing budgets) with major event; with Branding, promotion and exposure, reputation, employee opportunities 

How are Events important?

Are an important tool in the marketing and communication toolkit of foundations and corporations

How does Getz, 2007 word the importance of events?

The impacts and roles of planned events within the community strategy of foundations and corporations have been well documented, and are of increasing importance within their strategies

What are Festivals also?

Expression of human activity and contribution to social and cultural life 

What are MICE (aka ‘meetings industry’) ?

meetings, incentives, conventions, and exhibitions with exposure, visitor and economic benefits (associate role with government and corporations) 

What to consider before hosting a mega event?

Is it worthwhile hosting the Olympics: a counterpoint 

What events are staged or hosted by organisation?

Australian Open, Commonwealth Games Corporation

What are Event Management professional companies?

IMG, EventPlanet etc

Who else is in the Event Industry?

• Embedded services or departments within large organisations 

• Event industry supplies (specialist suppliers)

• Venues hiring facilities for functions 

• Industry associations networks, communication and liaison (e.g. The International Special Events Society- ISES) 

• External regulatory bodies government and statutory bodies

What is the impact of the Aus Open?

Major sponsor, Minor Sponsors, Television station,       Services at the Tennis Centre

What else happens to Melbourne, as a result of the tennis tournament? 

Athletes, spectators, officials, media, dignitaries, Merchandise, Catering, Transporting 

What are other Australian Open Cross-Disciplines that occur?

• Regulations and legalities      

• Market Research  

• Business planning 

• Economic Impact Analysis- budget      

• Ethics and sustainability

• Sponsorships & Promotion 

• Time and project management 

• Human capital management    

What to consider, about developing countries being allowed to host major sporting events?

Costs of running major sporting events is quite steep

How is the Federal Government involved in Event Planning?

Prime carriage of major celebrations of national significance 

How is the State Government involved in Event Planning?

Bidding to stage major events of economic and tourism significance

How is the Local Government involved in Event Planning?

Events to enhance community spirit or quality of live

What can the role of Government be in Event Planning?

Venue owner/manage   

Authority (consent/regulatory)    

Service provider 

Funding      

Organisers and Marketing

Who runs government events in Victoria?

 City of Melbourne and Events Victoria

What are some government run events?

Schoolies, Oxfam 100m walk

What is the Corporate view of Events?

• Bringing people physically together 

• Support business objectives: Management function,   communications, employee relations, training, marketing, Incentives, Consumer Relations 

• Social fabric (binds communities)      

• Attract outsiders to community      

• Main social event for the year 

• Social Interaction surrounding organising 

• Puts community on display      

• Media tourism and economic benefits        

• Socially enriching experience

What are Core Values for Public Engagement?

1. Public consultation  

2. Influence decision- making   

3. Interests and needs    

4.Potential affects   

5. How community participated    

6. Inform in a meaningful way      

7. Feedback

What is the 1st Core Values for Public Engagement?

Public consultation  

What is the 2nd Core Values for Public Engagement?

Influence decision- making 

What is the 3rd Core Values for Public Engagement?

Interests and needs

What is the 4th Core Values for Public Engagement?

Potential affects

What is the 5th Core Values for Public Engagement?

How community participated    

What is the 6th Core Values for Public Engagement?

Inform in a meaningful way

What is the 7th Core Values for Public Engagement?

Feedback

Do eand festivals come in varying contexts and sizes?

Yes they do

What can Events do?

Promote a country, improve lifestyle, create harmony, can entertain, be financially beneficial

How should you start planning for an event?

By preparing a “concept” document

What does a concept document establish?

The context of proposed new event (purpose/goals/objectives and how the event will meet these, through logistics and budget)             

What are steps to plaing an event after the concept has been approved?

• Feasibility analysis and sustainability 

• Making a decision often in consultation with government and / or potential sponsors, attendees and telecasters 

• Formation of bidding body for bid preparation (if necessary) 

• Acceptance of bid or go-ahead to proceed

What should a project manager do when planning the concept of an event?

• Stakeholders defined 

• Their expectations from the event- including expectations on environment and sustainability 

• Forces acting upon them (e.g. sponsorship dollars & branding) 

• Identify individual needs of stakeholders- both internal and external 

• Event judged on balance between competing needs, expectations and interests- not just from participants 

What are Major Victorian Events?

Australian Open, White Night , Melbourne Food and Wine festival, Australian Air Show, Melbourne Formula One, Grand Prix, AFL Grand Final, Melbourne Cup Carnival,    Melbourne Winter Masterpieces, Australian Motorcycle Grand Prix

What should you do when considering the structure in the Pre-Event planning stage?

• Feasibility of concept (can it meet our goals)    

• Event Committee       

• Organisation structure for event planning

• Operational Plan      

• Organic vs ‘mechanistic’ structures (what already exists)

What to ask when evaluating the feasibility of an event?

Can the event be successfully delivered? 

What types of screens are needed when assessing feasiblity?

• Marketing screen: likely to respond to event concept 

• Operations screen: skills and resources needed to stage event 

• Environmental screen: impact on environment and community

• Financial screen: sufficient financial commitment, sponsorship and revenue to undertake event

What does a Marketing Screen require?

Whether the target audience is likely to respond to event concept 

What does an Opertations Screen require?

What skills and resources needed to stage the event 

What does an Enviroment Screen require?

The impact on environment and community from the event

What does a Financial Screen require?

Whether there is sufficient financial commitment, sponsorship and revenue to undertake event

What is required to establish a Managment Structure?

• Project manager: serves to assign people to tasks

• Events manager: manages the event coordination “on-the-day” and is not always the project manager 

• ‘Scale-able’ structure (perhaps commencing top-heavy) 

• (Evolving to) a functional structure based on main tasks and functions needed to deliver the event 

• Growth and expansion offers opportunity to engage more specialised staff

• Event committee (overwatch/governance)

What does a Prject Manager do?

Assigns people to tasks

What does the Event Manager do?

Manages the event coordination on the day

Is the Event Manager and Project Manager the same person?

Not always, so aim to have 2 different people if possible

What are key roles you should have in an organisational structure?

• Event manager and administration        

• OHS and risk           

•  HR (human capital) 

• Finance and treasury              

• Legal and regulatory management           

• Event logistics

• Promotion and media             

• Marketing           

• Sponsorship           

• Tourism

What are the steps to the process of planning an event?

1. Situational analysis (environmental scanning)

2. Strategic Planning (“top-down”)     

3. Setting Goals and Objectives

4. (Detailed) Task Selection       

5. Operational even plan preparation

What is step 1 in the process of planning an event?

Situational analysis (environmental scanning)

What is step 2 in the process of planning an event?

Strategic Planning (“top-down”)     

What is step 3 in the process of planning an event?

Setting Goals and Objectives

What is step 4 in the process of planning an event?

(Detailed) Task Selection       

What is step 5 in the process of planning an event?

Operational even plan preparation

What do you need in the Strategic Event Plan?

• Identify the purpose or vision/mission an event organisation is seeking to fulfil (legacy outcomes perhaps) 

• Clear statement of purpose should underpin every event and sustainable qualities 

• Conditioned by needs of various stakeholder groups

• Vision Statement: seeking to achieve in the longer term

• Mission Statement: tasks set for event organisation 

What is a Vision Statement?

What you are seeking to achieve in the longer term

What is a Mission Statement?

Tasks set for event organisation

What does a Mission Statement act as the basis for?

The goals and objectives that will be set & the strategies that will be established

What is an Strategic Event Plan Example?

What is Stratergy?

Crucial information in relation to mission and vision (drawn from management discipline)

What are strategy options?

• Growth strategy**: seek to make bigger  

• Consolidation/Stability: maintain given level

• Retrenchment: reduce the scale and add value to existing components 

• Combination

What does a Growth Strategy involve?

Seek to make an event bigger  

What does a Consolidation/Stability Strategy involve?

Maintaing the current event level size / impact

What does a Retrenchment Strategy involve?

Reducing the scale of the event and adding value to the existing components

What is the event goal?

Broad statements providing direction 

What do Objectives do in event planning?

Quantify progress towards event goals- set performance benchmarks 

What should you Objectives be in Event Planning?

SMART: Specific, measurable, achievable/agreed, realistic/reasonable & time specific

What are common Event Objectives at a High Level?

• Economic- profit, running to budget     

• Attendance / participation 

• Quality- satisfaction, complaints, and injuries      

• Awareness- knowledge & attitude

• Human Resources: Staff & Volunteer turnover 

• Sustainability (environmental & future ability to operate)

What can objectives be a combination of?

• Number of people attending      

• Number of participants

• Contributors of sponsors           

• Value of grants and donations

• Level of media exposure           

• Number of repeat visitors

• Value of merchandise sold         

• Value of food and beverage sold

• Number of exhibitors, stall holders

Why are objectives helpful in event planning?

Keeps the organiser or the event manager focused on what they wish to achieve 

Measuring the outcomes against objectives assists planning of future events 

What should an Situational Analysis do?

Assessment of Internal Environment 

• Finance available    

• staff expertise        

• venues available

What should an Situational Analysis anayse the external enviroment?

 competitive environment (number of such/similar) events, legislation/regulation and community feeling 

What else is important in a situational analysis?

Enviromental Impacts

What does SWOT stand for?

Strengths, Weaknesses, Opportunities, Threats 

What is Using a SWOT Analysis (and TOWS’)

Strengths: Opportunities. Use your internal strengths to take advantage of opportunities  

Strengths: Threats. Use your strengths to minimize threats 

Weaknesses: Opportunities, Improve weaknesses by taking advantage of opportunities 

Weaknesses: Threats, Work to eliminate weaknesses to avoid threats