Festival and Special Event Management, Essentials Edition

by Allen, Johnny; Harris, Robert; Jago, Leo; Tantrai, Andrew; Jonson, Paul; D'Arcy, Eamon

• ISBN13: 9780730369400
• ISBN10: 0730369404
• Edition: 6th
• Format: Paperback
• Copyright: 2022-05-23
• Publisher: Wiley

Summary

Allen's Festival and Special Event Management, Essentials Edition serves as a concise yet comprehensive, step-by-step handbook for modern event management. This Essentials edition gives students contemporary lessons and insights that they can relate to. It brings theory to life through copious practical examples, illustrative diagrams and unique case studies demonstrating best practices and pitfalls.

Industry experts from across APAC’s event planning sector have contributed content to key contemporary topics including sustainability, risk management, project management and strategic alignment to client goals.

This edition also features Wiley's Future Student Guide, a unique tool which provides expert and practical advice on career preparedness making for more future-ready graduates.

Table of Contents

About the authors iii

Preface x

Part 1 The Event Context and Concept Development 1

Chapter 1 An overview of the event field 2

Introduction 4

1.1 Special events as benchmarks for our lives 4

1.2 The modern Australian tradition of celebrations 4

1.3 The birth of an event industry 6

Challenges face the new industry 8

Events on the world stage 9

1.4 Special events 10

Types of events 10

1.5 The structure of the event industry 13

Event organisations 14

Event management companies 14

Event industry suppliers 14

Venues 14

Industry associations 14

External regulatory bodies 16

1.6 Event management, education and training 16

Identifying the knowledge and skills required by event managers 16

Training delivery 17

Career opportunities in events 18

Summary 20

Questions 20

Case study 20

References 23

Acknowledgements 24

Chapter 2 Perspectives on events 25

Introduction 26

2.1 The government perspective 26

National government 26

State government 26

Local government 27

The role of government in events 27

2.2 Event strategies 28

Scotland Events Strategy 29

Singapore MICE strategy 32

2.3 Governments creating celebration spaces and precincts 35

Events and urban development 36

2.4 The corporate perspective 40

Corporate use of events 40

2.5 Return on investment 42

2.6 The community perspective 43

Community events 43

Regional festivals as community builders 44

The individual perspective 44

Major events and the community 44

2.7 Strategies for community engagement 45

Summary 48

Questions 48

Case study 48

References 52

Acknowledgements 53

Chapter 3 The event planning context 55

Introduction 56

3.1 Contexts of event planning 56

Social and cultural context 56

The political context 58

The legal and regulatory context 59

Environmental context 60

Economic context 61

3.2 Event legacies 62

Summary 64

Questions 64

Case study 64

References 66

Acknowledgements 67

Chapter 4 Conceptualising the event 69

Introduction 70

4.1 Stakeholders in events 70

4.2 The host organisation 71

Types of host organisation 72

The host community 72

4.3 Sponsors 74

Sponsors as partners in events 75

4.4 Media 75

Co-workers 76

Participants and spectators 77

4.5 Sourcing events 77

In-house events 77

Pitching and tendering for events 78

Bidding for events 78

Franchising events 78

4.6 Creating the event concept 79

Defining the purpose of the event 79

Identifying the event audience 79

Deciding the timing of the event 80

Choosing the event venue 80

Scanning the event environment 80

Developing the event concept 80

Choosing an event theme 81

Designing the event experience 81

Summarising the process of creating the event concept 82

4.7 Evaluating the event concept 84

The marketing screen 84

The operations screen 84

The financial screen 85

Summary 86

Questions 86

Case study 86

References 88

Acknowledgements 88

Part 2 Planning 89

Chapter 5 Strategic event planning 90

Introduction 91

5.1 What is strategic planning? 91

The strategic planning process and event organisations 91

5.2 Strategic planning process for new and geographically mobile events 93

Preliminary stages 93

Strategic planning stage 101

Strategic planning for existing events 111

Summary 112

Questions 112

Case study 112

References 117

Acknowledgements 118

Chapter 6 Event project management 119

Introduction 120

6.1 What is a project and what is project management? 120

6.2 Considerations when applying project management in event settings 121

6.3 Skills and knowledge required by event project managers 122

6.4 Event project management stages 122

Initiation 122

Planning 124

Implementation 128

Monitoring and control 134

Shutdown and review 136

6.5 Project management software for events 137

Summary 140

Questions 140

Case study 140

References 142

Acknowledgements 142

Chapter 7 Event financial planning 143

Introduction 144

7.1 The event financial management process 144

Income-generating events 144

Fully funded events 154

7.2 Useful tools, practices and concepts aligned with best practice event financial management 155

Fixed, variable and semi-variable costs 156

Break-even analysis 157

Ratio analysis 158

Cash flow 158

Profit and loss statements 159

Other financial considerations 159

Summary 161

Questions 161

Case study 162

References 164

Acknowledgements 164

Chapter 8 Human resource management and events 165

Introduction 166

8.1 Considerations associated with human resource planning for events 166

8.2 The human resource management process for events 166

Event organisation 167

Human resource strategy and objectives 167

Policies and procedures 171

Recruitment, selection and induction 172

Training and professional development 179

Supervision and evaluation 179

Termination, outplacement and re-enlistment 180

Evaluation of process and outcomes 181

8.3 Motivating staff and volunteers 181

Content theories 182

Process theories 183

8.4 Building effective staff and volunteer teams 184

8.5 Legal obligations 185

Summary 186

Questions 186

Case study 186

References 189

Acknowledgements 189

Chapter 9 Marketing and sponsorship planning 191

Introduction 192

9.1 What is marketing? 192

9.2 The characteristics of event experiences 192

9.3 Strategic marketing planning 194

Marketing context 195

Market analysis 197

The strategic marketing planning process 201

9.4 What is sponsorship and what benefits do sponsors seek 216

9.5 Influences on the decision of event organisers to become involved in sponsorship 217

The value of a sponsorship policy 218

9.6 Stages in developing an event sponsorship strategy 218

Profiling the event audience 218

Establishing potential sponsor benefits 219

Identifying potential sponsors 221

Identifying the sponsorship decisionmaker 221

Preparing and presenting sponsorship proposals and opportunities 221

Negotiating event sponsorship contracts 222

Managing sponsorships 223

Evaluating the effectiveness of a sponsorship 224

Summary 225

Questions 225

Case study 225

References 227

Acknowledgements 228

Chapter 10 Event tourism planning 231

Introduction 232

10.1 Government involvement in event tourism 232

The event tourism strategic planning process 232

10.2 Situational analysis 233

10.3 Development of event tourism goals 237

Leveraging events for economic gain 238

Geographic dispersal of economic benefits flowing from event tourism 238

Destination branding and marketing 238

Creating off-season demand for tourism industry services 239

Enhancing visitor experiences 240

Catalyst for expansion and/or improvement of infrastructure 240

Progression of a destination’s social, cultural and/or environmental agenda 240

10.4 Creation of an event tourism organisational structure 241

10.5 Development of an event tourism strategy 242

Existing/recurring event development 242

Event bidding 243

New event creation 244

Some general considerations in event tourism strategy development 244

10.6 Implementation and evaluation of an event tourism strategy 246

Financial support 246

Bid development and bid support services 249

Research 249

Training and education 251

Coordination, cooperation and facilitation 251

Event strategy evaluation 252

Summary 254

Questions 254

Case study 254

References 260

Acknowledgements 261

Chapter 11 Risk management 263

Introduction 264

11.1 What is risk? 264

11.2 Risks in event settings 264

11.3 Developing a risk management culture 266

11.4 The risk management process 267

Establishing the scope, context and criteria 267

11.5 Risk assessment 268

Risk identification 268

Risk analysis 269

Risk evaluation 270

Risk treatment 270

Recording and reporting 271

Consultation and communication 276

Monitoring and review 276

Summary 279

Questions 279

Case study 279

References 281

Acknowledgements 282

Chapter 12 Environmentally sustainable event management 283

Introduction 284

12.1 The environmental impacts of event production 284

Sustainable purchasing in event planning 285

Sustainable energy use 288

Recovering event waste resources 291

Sustainable transport solutions in event production 297

Sustainable water and sanitation for event production 298

Site use management 298

12.2 Event sustainability policies 299

12.3 Measurement, industry initiatives and certification 302

Measurement 302

Industry initiatives 303

Green event standards and certifications 303

Event sustainability as the norm 303

Summary 305

Questions 305

Case study 305

References 307

Acknowledgements 308

Chapter 13 Legal considerations in event planning and management 309

Introduction 310

13.1 Legal structures for event ownership and management 310

Legal entities 310

13.2 Contracts 311

Formation of a contract 311

Terms of the contract 312

Performance of the contract 312

Remedies for breach of contract 312

Selected considerations associated with event stakeholder contracts 313

13.3 Intellectual property 315

Copyright 315

Trade marks 316

Confidential information 316

Special-purpose legislation to protect intellectual property 316

Business names 317

Domain names 317

13.4 Consumer protection 317

Ambush marketing 318

13.5 The duty of care 319

Insurance 320

13.6 Regulations, licences and permits 321

Summary 324

Questions 324

Case study 324

References 325

Statutes and authorities 326

Cases 326

Acknowledgements 326

Part 3 Event Operations and Evaluation 327

Chapter 14 Event design and production 328

Introduction 329

14.1 Key factors influencing event design decisions 329

The attendee experience 329

Programming 330

Site/venue selection 331

14.2 Event design elements 334

Layout 334

Furnishings and props 335

Lighting 335

Colour 338

Music 340

Sound 340

Stage(s) 341

Food and beverage 342

Talent 343

Experience-enhancing technologies 344

Theming 344

Coordinating the event design experience 347

14.3 Selected event production considerations 347

Queuing 347

Transport 348

Site/venue services and facilities 349

Communication 349

Production team 350

Production schedules, running sheets, risk management and contingency plans 350

Summary 351

Questions 351

Case study 351

References 354

Acknowledgements 354

Chapter 15 Event evaluation and research 357

Introduction 358

15.1 What is event evaluation? 358

Pre-event phase 358

Event planning and delivery phase 358

Post-event evaluation phase 358

15.2 Post-event evaluation 359

Factors of potential concern in post-event evaluation 359

15.3 How event evaluations should be used 365

Knowledge management 365

15.4 The event evaluation process 365

Planning and identification of data requirements 366

Data collection 366

Data analysis 371

Reporting 371

Dissemination 371

Summary 372

Questions 372

Case study 372

References 376

Acknowledgements 377

Future Skills Guide 379

Index 417