Festival and Special Event Management, Essentials Edition
, by Allen, Johnny; Harris, Robert; Jago, Leo; Tantrai, Andrew; Jonson, Paul; D'Arcy, Eamon
- ISBN: 9780730369400 | 0730369404
- Cover: Paperback
- Copyright: 5/23/2022
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.
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
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