Event Managment

Dr. Tewodros M.
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CHAPTER ONE
Event Management INTRODUCTION TO EVENT
MANAGEMENT

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Importance of Events

 Events create opportunities for people to connect

with an area, spend time together, celebrate and
experience the diversity of cultures and foster
creativity and innovation.
 Events contribute significantly to community
building, lifestyle and leisure enhancement,
cultural development, tourism promotion and
increased visitation, volunteer participation,
fundraising and economic development.
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What is Event ? Definition

 As per Accepted Practices Exchange Industry

Glossary of TERMS (APEX, 2005) defines an
 Event is –
 An organized occasion such as a meeting,
convention, exhibition, banquet, etc.
 An event is often composed of several different yet
related functions.

 Goldblatt (2005) focuses on special events as

 ―a unique moment in time, celebrated with
ceremony and ritual to satisfy specific needs

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Event defined

 Getz (2008) notes that events are

 spatial - temporal phenomena and that each is
unique because of interactions among the
setting, people, and management systems,
including design elements and the program.
 A special event is a one-time or infrequently
occurring event outside normal programs or activities
of the sponsoring or organizing body.
 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 experience

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Defined…

 Bowdin (2006) notes that the term

― “event” has been used
 “to describe specific rituals,
presentations, performances or
celebrations that are consciously
planned and created to mark
special occasions and/or to achieve
particular social, cultural or
corporate goals and objectives.”

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Classifications of Events

 Based on the scale of impact, size of the participants

and activities/ functions involved events can be
classified as:
1. MEGA EVENTS: Events with international appeal
and true global reach typically fall into the
categories of major or mega-events.
 have the potential to act as catalysts for local
development, and to deliver a range of economic,
socio-cultural, environmental and other benefits
associated with image, branding, and expansion of
the visitor economy, just to name a few.
Ex. Olympic

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Events…

2. 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
awareness.
Ex. Meskel @ Meskel Square

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…

3. MAJOR EVENTS: Major event is a large-scale

event, with strong public interest and media
coverage.
 Major events attract large numbers of
visitors, and help the organizers achieve good
economic results.
 In practice of management of events, these
events are often sports-oriented, with an
international reputation.
 Ex. CAF

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…

4. LOCAL EVENTS: Local event is an event

that is targeted mainly for local audiences
and staged primarily for their social, fun and
entertainment value.
 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.
 Ex. Agew Horse Racing Festival

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Categories of events based on their
content

 Cultural celebrations
 Arts and Entertainment
 Business and Trade
 Sport competitions
 Recreational
 Educational and Scientific
 Political and state

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Categories of events

 CULTURAL CELEBRATIONS
 Festivals o Carnivals
 Commemorations
 Religious events
 POLITICAL AND STATE
 Summits
 Royal occasions
 Political events
 VIP visits
 ARTS AND ENTERTAINMENT
 Concerts
 Award ceremonies

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…

 BUSINESS AND TRADE

 Meetings, conventions
 Consumer and trade shows
 Fairs, markets
 EDUCATIONAL AND SCIENTIFIC
 Conferences
 Seminars
 Clinics


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…

 SPORT COMPETITION
 Amateur/professional
 Specator/participant
 RECREATIONAL
 Sport or games for fun
 PRIVATE EVENTS
 Weddings
 Parties
 Socials
 Business events and tourist

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Benefits of Events

 Structural expansion of the visitor economy: Visitors coming

to a city or region for an event will contribute to a more resilient
economy, with visitor expenditure having a multiplier effect on
incomes throughout related supply chains.

 Alignment of tourism with other strategies: The requirements

of hosting a major event can be used to, promote an integrated
whole-of government approach, and maximize synergies between
relevant development and growth infrastructures.
 Ex. Great Ethiopian Home Coming 2022

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…

 Marketing and promotion: Pre-event

branding associated with the successful
hosting of a major event, can provide lasting
recognition of destination branding in key
tourism markets, encourage return
visitation of attendees.
 Ex. Great Ethiopian RUN
 Environmental impacts: The international
focus often associated with major events can
help to prioritize work on an often under-
developed or neglected built environment and
therefore the attractiveness and
competitiveness of destinations.

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Event management Objectives

 Every event must have a clearly stated overall aim

 Events demand a lot of concentrated effort and commitment.
 Objectives should always be SMART.
 SPECIFIC to the particular event and particular aspects of it
 MEASURABLE express the objectives in numbers and quantities
 AGREED make sure all team members know the objectives
 REALISTIC set objectives the organizing team can realistically
achieve
 TIMED set a timescale for achievement of the objectives

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Reason of conducting an Event

There may be a number of reasons for conducting an

event such as:
 To inform and educate the community about a cause
 To obtain media coverage for an activity or
organization
 To raise funds
 To celebrate a community’s strength and cohesiveness
 An awards or presentation ceremony

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Event Management

 Event management is the application of project

management to the creation and development of large-
scale events such as festivals, conferences, ceremonies,
weddings, formal parties, concerts, or conventions.
 It involves
 Studying the theme,
 Identifying its target audience,
 Planning the event concept, and
 Coordinating the technical aspects before actually launching
theDr. event.
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Event Management…

 The process of planning and coordinating the

event is usually referred to as event planning and
which can include:
 budgeting, scheduling, site selection, acquiring
necessary permits, coordinating
transportation ,arranging for speakers or
entertainers, arranging decor, event
security, catering, coordinating with third party
vendors, and emergency plans.
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Event Management…

Each event is different in its nature so process of

planning & execution of each event differs on basis
of type of event.
The event manager is the person who plans and
executes the event, taking responsibility for the
creative, technical, and logistical elements.
 This includes overall event design, brand building, marketing
and communication strategy, audio-visual production, script
writing, logistics, budgeting, negotiation, and client service.
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Five ‘Cs’ of Successful Event Planning:

1. Conceptualization: It involves proper mixing of

the original ideas.
 The purpose of the event is clearly defined and
further related to theme and venue.
 For example, Adwa celebration under the theme “
Adwa the victory of Black Nation Africa”
 Making an event theme-based creates unity and
harmony among event participants.
 Also brings enthusiasm in the activities organized for
the event.
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2. Costing includes estimating the cost of production and

margins on the event.
 It is necessary to know the funds available, the estimated
expenses (budget) and the profit margins as the event
manager will have to pay
 for the goods bought (like for a birthday party, cake, food, return
gifts, venue decoration etc.)
 for the service hired for organizing the event (like, the cook,
cleaner, people to help in serving, assisting in conducting the
party as in making children play games, etc.)
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Five ‘Cs’ of Successful Event Planning…

3. Canvassing for clients and seeking sponsors, customers or

audience and networking.
 It is important to inform the target audience/guests about the event so
that they will spare time from their busy schedule to participate in the
event.
 For instance, for a birthday party, perhaps invitation before a
week is sufficient but a national conference may have to be
announced months in advance and for international conferences
one or two years in advance.
 Besides, it is essential to contact the sponsors much before that
i.e., may be two or more years advance.
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Five ‘Cs’ of Successful Event Planning…

4. Customization is based on the customer’s needs and

marketing objectives. Each time the same event is celebrated,
it may have a different objective.
 For example, first birthday is celebrated to invite the parents
and children for fun, however the second birth day of the
same child may be celebrated by organizing a highly
interactive party, so probably fewer adults and more children
may be invited. Hence the nature of both the parties will
differ.

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5C

5. Carrying-out the event or execution of the event as

planned. An ordinary event may be celebrated in the most
special manner and so will have greater impact.
 If invitees participate in the event, they enjoy the
celebration. So, conduct of the event (by making everyone
very special) is a very important aspect.

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Activities in Event Planning and Management

 Activities usually vary with the category of event being

organized. The following is a sequential flow of how event
management actually happens, generally consisting of
three stages:
1. Pre-event activities
 For pre-event activities members coordinating each of the
various aspects are involved.
 Events typically involve teamwork; hence responsibilities
are assigned to each team member.
 Coordination among team members is important.
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Creative conceptualizer plans the event, using a creative

theme .
Communication expert will conceptualize the strategies for
communicating this to the target audience so that it attracts
them.
Legal expert will try to look into legal issues for organizing
the event – getting necessary permissions from authorities.
Project Manager will then allocate work among different in-
charges for various aspects.
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Event Team

Accounts person will make the budget and discuss

with the organizing team and manage all the funds.
Graphic designer will convert abstract ideas into
more visible and easily understandable and appealing
ones.
Facility management expert will be consulted to
provide functional venues so that execution work can
be done smoothly without interruptions.
Marketing expert then will market / promote the
event.
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2. During-event activities

 During event activities include actual implementation or

execution of the event plan done during the pre-event
activities.
 Event managers should be available to the client (the
program organizers) at all times for sharing information
and if any on-the-spot decisions need to be taken.
 There should be constant coordination and surveillance
of the members executing specific activities as per the
plan (particularly for special effects, display objects, and
the food and beverages).
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During event

 Monitoring is the core of successful event

execution.
 Photographs and multimedia recording
arrangements need to be done at strategic
locations while the event is being executed.
 At the end of the event it is important to
acknowledge efforts of team members and
sharing the success with them.
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Post-event activities:

 This is the Physical task of dismantling of the sets.

 Final account settling (bills to be paid on receipt).
 Post mortem analysis of the event i.e., event
evaluation, performance appraisal of the
coordinators.
 Thanking all involved for their efforts formally by
letters.
 Feedback including a post-event questionnaire
seeking to measure client satisfaction and also
Event Managment obtain suggestions for future.
Dr. Tewodros M.