EVENTS &

EVENTS
MANAGEMENT
COURSE : EVENT MANAGEMENT
COURSE CODE : KIJ4B3
LECTURER :
INDRIA ANGGA DIANITA,
S.Sos., M.A.B
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WHAT ARE EVENTS ?

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EVENT is :
“Anything that happens.”
“An organized activity at a particular venue.”
“Any incidence or occurrence especially a memorable one.”
“Possibility of occurrence.”
“An item in a programme (of sports, etc).”
(The Chambers Dictionary, 1998)
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EVENT is :
“An organized occasion such as a meeting, convention,
exhibition, special event, gala dinner, etc. An event is often
composed of several different yet related functions.”
(The Accepted Practices Exchange Industry Glossary of Terms, 2003)
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“A principle applying to all events is they are temporary and

that every such event is unique stemming from the blend of
management, program, setting and people.”
(Getz, 2005)
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SPECIAL EVENTS
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SPECIAL EVENT is :
“a unique moment in time, celebrated with ceremony and ritual
to satisfy specific needs.”
(Goldblatt, 2005)
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SPECIAL EVENT is :
1. A one-time or infrequently occurring event outside normal programs or
activities of the sponsoring or organizing body.
2. To the customer or guest, a special event is an opportunity for a leisure,
social or cultural experience outside the normal range of choices or
beyond everyday experience.
(Getz, 2005)
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SPECIAL EVENT is :
“that phenomenon arising from those non-routine occasions
which have leisure, cultural, personal or organizational
objectives set apart from the normal activity of daily life, and
whose purpose is to enlighten, celebrate, entertain or challenge
the experience of a group of people.”
(Shone & Parry, 2010)
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“Whether an event is special or not, depends to

some degree on the viewpoint of the practitioner
or person experiencing the event, or indeed the
author, researcher or student in the field.
However, it is clear that special event is again
being used as a term that includes many other
categories.”
(Bowdin et.al, 2006)
CHARACTERISTICS
OF EVENTS
CHARACTERISTICS OF SPECIAL EVENTS AS A SERVICE (Shone & Parry, 2010)
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➢ Not something that is routine, nor are we

UNIQUENESS producing the same item of work repetitively.

➢ Certain types of event do recur; in the same kind

of format, or on the basis of time interval. But the
participants and the subject will be different.

➢ Uniqueness is closely related to aspects of

perishability and intangibility.
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➢ Cannot be repeated in exactly the same way.

PERISHABILITY ➢ Many items will have to be produced on a one-off

basis and cannot be used again.
OF EVENTS
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➢ Experience the activities, join in, enjoy and
remember it, but there are only a few tangible
things that you might have got from it.

INTANGIBILITY ➢ It is important for event organizers to make the

process of making the intangible more tangible.
Even the smallest tangible item will help to sustain
people’s idea of how good an event has been.
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➢ Many modern ceremonial activities are ‘fossilized’

RITUAL AND or reinvented versions of old traditions.
CEREMONY ➢ Often the case that a town or city wishing to
attract tourists might do so by creating a new
special event, containing a wholly new ceremony,
something for the visitors to watch.

https://www.travelandleisure.com/attractions/festival
s/japan-festivals?
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AMBIENCE AND
➢ Decorations, music and games, food and drink, the
SERVICE people who are there.

➢ It is very important to realize that the presence of

these elements does not guarantee that things will
go well.
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PERSONAL
CONTACT AND
➢ Actions and reactions of people attending; host,
INTERACTION crowd, participants, etc.

➢ People attending events are frequently

themselves part of the event experience.
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➢ The need for relatively complicated planning for
the event to be a good one.

LABOUR- ➢ High level of communication between the

organizer or client and the event manager.
INTENSIVENESS
➢ High levels of staffing.
➢ The labour-intensiveness of special events is
rather less predictable, as it depends entirely on
the type of event, number of guests, the types of
service, the experience and quality of the staff, the
time required to complete the service and even
the layout of the building.
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➢ Events, rather like building projects, run to a fixed

FIXED timescale, unlike routine activities which can carry
on indefinitely.
TIMESCALE
➢ The timescale could be very short, or very long, or
composed of a sequence of short bursts of
activity, with pauses or breaks in between.

➢ For an event to be successful and striking, it will

need to hold people’s attention and interest them.
 EVENTS
MANAGEMENT
 THE SCOPE OF EVENTS MANAGEMENT
➢ Events need managing.
➢ Events occur on a scale where lack of management might lead to chaos. To
manage (Fayol, 1916) : the processes of planning, leading, organizing and
controlling.

➢ Events operate in a commercial environment requiring a budget.

➢ Events require the event organizer to engage with the consumers of the
event.

➢ Events involve external stakeholders beyond the event producer and the
event visitor (vendors, law enforcements, media, etc). 34
 EVENT STRATEGY SUCCESS FACTORS
➢ Tracking events in the market and the environment, choosing responses (both
proactively and reactively) and monitoring the outcomes of the actions which follow,
competitor initiatives must be dealt with; benchmarking best practices and general
awareness can suggest new ideas.

➢ Making sure that the important information from the questioning and learning from
these emergent changes is disseminated effectively.

➢ Reflecting upon outcomes in the context of E– V– R ( environment– values–

resources) congruence to ensure that the organization can sustain an effective match
with its environment.

➢ Where appropriate, adapting policies and procedures to better guide future decisions
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(Thompson and Martin, 2005: 241)
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EVENT STRATEGY SUCCESS FACTORS

“The strategy needs to be employed in all phases

of events management.
This includes the initial planning process,
recruitment of chairpersons and committee
members, development of the budget, venue
selection, solicitation of sponsors, obtaining
donations, food and beverage, invitations to
guests, and more.” (Anderson, 2010)
THAT’S ALL
FOR NOW