Targe T: Events Management
Targe T: Events Management
Targe T: Events Management
CHAPTER 3:
THE EVENT INDUSTRY
Targe
t
a. Understand what event industry is;
b. Enumerate and explain the characteristics of an event;
c. Identify and discuss the categories of events;
d. Identify and discuss events according to size; and
e. Enumerate the composition of an event team.
Discu
ss
Introduction
This chapter will deal on event management as an industry. It will focus on event
types, size, event team, industry players, industry knowledge and other
significant aspects in the industry.
Understanding the Event Industry
Now that we know what an event management is, it is important that we get to
know and understand the event industry itself. Let us not be contented on just
attending and observing events. Let's understand them, and see if we can be
one of the event planners and organizers in the country. Event industry in the
Philippines is still young and yet, grows rapidly. Some of these events can be
seen in marketing, advertising, tourism, hospitality business, exhibits as well as
expositions or trade shows. Execution of these mentioned activities are mostly
part of the jobs of the event manager or the event coordinator from which they
learned from the hits and misses that they make Some of the events range from
those managed by people who make this as their side-line to that something
well-manned or that of professionalized organizations. Most of the event planner
or organizers here in the country do not have formal schooling event
management. Some have learned those through engaging in events with their
colleagues, observing events that they attended, thus, self-study, and just enjoy
creating new ideas that became hobby, conceptualized and then eventually
materialized through trial and error.
For those who are just starting in the industry, events are made unforgettable
through the help of outside people, or what we call the suppliers. This may
include on catering food and drinks, audio-visual equipment, giveaways, flowers
and other decorating materials, staging expertise, and even on provision for
competent speakers. This may also in need for professional host/s should there
be a requirement from the client, event stylist, balloon artist, and anything that
could help the event more meaningful and enjoyable.
Characteristics of an Event
EVENTS MANAGEMENT
With the discussion we had, we could say that the main focus of the event
industry is to satisfy the requirements of a client. This will probably help you in
marketing as he will not only avail main focus of your services but he will
recommend you also to his circle of friends.
The following are the characteristics of an event:
It is 'once in a lifetime' experience - for the participants, an event should
be meaningful, enjoyable, and unforgettable as they consider it as a unique
experience.
It is unique-oftentimes, an event is considered to be unique as people
prepare for this. It is distinct, not common, matchless, and even irreplaceable.
It is generally costly to stage-an event is generally expensive to be held. It
requires capital to make everything available for the event, thus needs careful
attention to details to avoid wastage on investment.
It brings people together - an event brings group of individuals together.
This is the time that they could chat in an occasion they can call theirs, the time
for exchanging of "hi's and hello's" and the time to celebrate with the people
they are close with or people they are in business with.
It requires careful attention in planning - an event needs to be planned
well to avoid inconvenience during the event proper. From the biggest to
smallest details, all must be accounted for to ensure its successful execution. A
manager must be able to draw a cohesive plan, organize the elements or
resources that are significant in its execution, and lead people to achieve desired
objectives and meet client's expectation.
It has a purpose - no one will have an event just because they find it cheap
or what. People organize events because they have their purpose. Be it for a
wedding, birthday, christening, graduation party, convention, training and
seminars or anything that will be held, these purposes must be met accordingly
by the event manager or Event Company.
It is often a lot at stake for those involved - this is a crucial characteristic
because it involves all the players of the event. The event team, the clients, the
attendees or participants, all are involved in the happenings. How can you deal
with a newlywed couple when they are requiring you to make the event perfect
for them? How can you differentiate running a restaurant everyday than putting
up an event that is highly budget for a particular day and time?
Categories of Events
Events can be categorized as follows:
EVENTS MANAGEMENT
Family Events
There are a lot of reasons why families gather. Most events of these families are
celebrating birthday, wedding and wedding anniversary, christening, and even
get together. Nowadays, soma family requires services from the event industry
during funerals. It is therefore significant that an event manager is updated of
the changing trends on family events so that once there is a need for event
services, he or she is ready to meet its requirements.
Festivals
In the country, we have a lot of festivals being celebrated annually. When a
festival is well-known to the people, expect a large audience to see a wonderful
celebration. Also, food and wine festivals are now becoming increasingly popular,
not only in the country but even in other part of the globe. Events like this may
require the event industry to supply the needs of a particular celebration thus,
one must be aware of these to prepare for whatever it might need.
Entertainment
An entertainment (though festivals can be part of entertainment) event is well-
known especially when it has the ability to attract huge audience. Example of an
entertainment event is a concert held in big locations such as Smart Araneta
Coliseum in Quezon City and Aliw Theater in Manila. Catering event like this will
require various industry players, thus, being a part of it will mean revenue for the
company. However, it would be a risk if the event organizer is the one who
initiated to have a concert for a particular occasion especially when tickets sales
do not reach tar gets. Timing and pricing therefore are significant factors to be
considered because they are critical to the financial success of such events.
Sports Event
Sporting events are another venue for the event industry to cater to. Though this
is most common in other countries, this attracts guests from the international
scene at the highest levels. Examples of this are football, tennis, car racing, and
golf. In the country, a sport like car racing is already known. The Philippine Azkals
are also famous and can draw a lot of sports enthusiasts.
Marketing and Promotional Events
Marketing and promotional events are most common for product launches like
computer hardware or software, motor cars, perfume and any other products
that draw a huge crowd for the purpose of informing the public about the product
differences to its competitors. In most cases, media are invited that makes the
impact and the risk high.
Fundraising Events
This is also common in the country. An example of this is the Run for Pasig River
or concerts for a cause. The event organizers for this are mostly from the local
committees. Though the event is intended for a cause, this can never stand
alone and will need other event suppliers to make it successful.
EVENTS MANAGEMENT
Business Events
This includes meetings, conferences, conventions, and exhibitions or trade
shows. These events attract a huge number of participants especially for
conventions and exhibitions. A careful planning of such event is vital to its
success as they cater mostly to professionals of different ranks. Examples of
conventions held annually are those of educators' organizations such as The
Council of Hotel and Restaurant Educators of the Philippines (COHREP),
Association of Administrators in Hospitality, Hotel and Restaurant Management
Educational Institutions (AAHRMEI), and Union of Filipino Tourism Educators
(UFTE) to mention a few. Although these organizations are the one who plan for
their annual events, the tourism and hospitality industry plays a vital role in their
success, as their suppliers like for instance hotel accommodation for participants,
convention hall, transfers, food and beverage, speakers, and others. Trade shows
on the other hand are another special area. It can be an exhibit of various
products where the attendees maybe from the public or maybe exclusive to its
members. Either which, it has to be planned accordingly to meet its objectives.
Classification of Events
Events can be classified according to the basis of its size. This section will tackle
on this aspect so that as event managers, we know how to deal with such.
Mega-events
These are events that are generally developed through a competitive bidding
which cater to a large number of audiences, generally targeted at the
international markets. Examples of this are the FIFA World Cup and the Olympic
Games to mention a few. It is somewhat difficult to fit into this category for many
other events because the volume of its visits should exceed to one million, their
capital should be at least $500 million and their reputation should be similar to
that of a 'must see' event as mentioned in the book entitled Event Management
by Allen, Bend Harris, McDonnell and O'Toole (2011). Such events have varying
impacts on the host country's tourism and its economy. Various walks of life also
are present including medias from almost all of the networks including those in
print. The problem with mega-events is the accuracy on the calculation of costs
with so many stakeholders involved who are mainly from the governors sector. In
this light, careful planning and delegation of tasks must be in place to ensure
that everything will be managed.
Major Events
Events of this size also attract local interests and basically with a large number of
participants with maybe some international media coverage. This helps
generates income in tourism as it may also be participated in by international
market. In the country major event can be seen as executed in Smart Araneta
EVENTS MANAGEMENT
Coliseum, or in the Mall of Asia Concert Grounds, Breaking the records concert
can be considered a major event like that of Michael Jackson.
Minor Events
For tourism and hospitality professionals, this size of event became their training
grounds asTarge
most of their experiences are coming from this since most of the
events fallt into this category Be it annually, biennially, quarterly or monthly,
events mostly are under this category as it does not require too much cost like in
the previous discussions we had. Examples of this size are meetings conventions,
conferences, birthday celebrations, and wedding ceremonies among others.
These as observed are common in the country to which one can learn from
towards attaining success holding bigger events in the future.
Hallmark Events
To highlight a specific tourism attraction especially when it is new to the public
falls under hallmark size of event. In this event, the host city is inseparable in the
minds of the attendees.
The Composition of an Event Team
An event can never be successful without the event manager's expertise and
leadership Likewise, no matter how skillful an event manager is, he or she can
never be successful in executing all the details of a particular happening without
the help of the whole team. In this light, below enumerates the team composition
that may include any if not all of them to ensure success of an event all the way
from planning, designing, organizing, marketing, executing, and evaluating as
enumerated by Wagen (2009):
Venue managers Stage managers
Lighting, video and audio companies
Decorators and florists
Entertainers
Employment agencies
Rental companies
Public relations and marketing consultants
Security companies
Catering companies
Cleaning companies
Ticketing operations Printers
All of them play a vital role in the success of an event. Careful planning and
staffing must be done to make sure that all aspects are manned well to avoid
inconveniences on the event proper.
CHAPTER 4:
YOUR ROLE AS A MANAGER OF EVENT
Discu
ss
Introduction
In every organization, a leader is important in order to facilitate the objectives of
the team towards its success. A bus should have a driver, to bring its passengers
to their respective destinations. An airline should have a pilot so that tourists or
travellers are safe in going to their chosen arrival area. In tourism, travellers
should have a tour guide who will facilitate their tour and give information that
will be of benefit to them. Similarly, an event needs to have you as a manager, in
order to envision, execute, and evaluate it and serves as a benchmark in the
upcoming events. This chapter will deal on your role as a manager of event, now
that we know the composition of your team.
The Event Manager
If you are an event manager, you are at the helm of every event. You need to
bring together the talents of the event team, put together the different elements
of events to come up with an exciting and enjoyable experience, and make sure
that these elements and the talents are working harmoniously ensuring direction
being attained towards event success.
The following are the usual tasks of an event manager:
Information gathering - as event manager, you a responsible for information
gathering. This means that aside from your people, you alone have to create a
list of contacts that may be needed in the future for event organization services.
Likewise, should you or your staff has confirmed a particular event, it is
important that you gather information about how the event will look like, how
many are attending, what is the motif, where is the venue, what menu and type
of food service do they want, any special arrangement or requests, and the likes.
As manager, it is significant that you know all about this because your concept
will depend on these. Also, it is advisable that you are updated in the industry in
order to give suggestions to a client should he or she needs one. This may be a
sort of suggestive selling since you are adding services or suggesting maybe a
more expensive service but this shows that you are an expert in event planning
because you know about how
it should happen than never saying anything at all that may create an impact
that you are not an experienced one.
Concept Development - once you have the details about what is going to
happen, you will not go to developing the concept. A lot of elements need to be
EVENTS MANAGEMENT
needs of your team members and fulfil them in order to get optimum results
from them.
SECOND: Satisfy their physiological needs
You must be able to satisfy the need to have food, water, shelter and other
things necessary for survival as these will affect their performance. Your team
members feel that they are regarded as important if these needs are met.
However, it may cause them discomfort, sickness and pain if these needs are not
fulfilled. So you need to make sure that all the physiological needs of your team
are met from time to time. Can you imagine how a team member who hasn't
eaten anything all day will perform his duty in the event proper?
THIRD: Make sure to fulfil their safety needs
In an event, even during the concept development up to the post event
activities, the need to be safe from physical and psychological harm must also be
regarded. Ensure their safety especially the ladies. Just imagine a person if he
can give his best in an unsafe environment. One way to protect your team from
psychological harm is by making it sure that there are no internal conflicts (like
ego clashes, altercations, conflict of interest, etc.) among the team members.
Should there be conflicts, resolve them immediately and judiciously.
FOURTH: Make sure that they belong within the group
This means that you make them feel that they are important in the team, in
other words a sense of belonging and acceptance. There must be a cordial
relationship between you and the team and among the team members in order
to achieve this.
FIFTH: Make sure to recognize your team
Respect, recognition, fame and status esteem needs that you as a manager must
be able to fulfill with. One way to do this is by recognizing the effort they exerted
in a particular event by means of uttering words of encouragement like "very
good", "good job", "keep it up", and others or just by merely tapping their
shoulders. It will motivate them surely and will reflect on their performance.
SIXTH: Give back to their efforts
After the event, thank your team. You may even think of gathering them for a
dinner or party especially when event was successful. This simple thing will make
them fully motivated to join you in the next projects.
Once you fulfill all of these, you will have an effective team based on the
experiences of people who have shared their knowledge on managing people
from the event industry
Identifying the Players in Event Management
As event manager, it is also your role to identify who are the players in an event
management. This is important because we will be dealing with them, or we will
need them. Let's take a look on the following figure:
The
Tourism
Industry
EVENTS MANAGEMENT
Tourism
Sports and
Hospitalit
Industr y
y Education
al
THE
Busines EVENT
s The
INDUST Hospitalit
Establis
h-ments
RY y Industry
Safety
Entertain- Services
ment and (Emergency
Arts , Police,
Industry etc.)
Govern-
ment
Bodies
With the figure above, we can say that there are a lot of industry players that are
significant in the event industry in general. Their relationship is vital because in
one way or another, some, if not all, are present in a particular event.
Other than this, the event players specifically for a certain occasion can be
summarized in the following figure:
The Client
Event
Management
team/Player
Other entities - this may refer to the other people or group of people who are
external to the host and the event manager who has/have the personal,
financial, political, or social interest on that event. Examples of this are the
media, community, government, and corporate shareholders to mention a few.
Though these players may not be common in all events, it is important that we
know as managers how to deal with them properly and effectively. All of them
have something in common, they want a successful and memorable event as
their reputations lies within it. It is therefore important for a manager to strike a
balance within this as not all of them define success similarly.
Knowing the Industry and Competitors
Another role that you as a manager must play is being updated with what is
happening in the industry, knowing its trends, and taking advantage of the new
EVENTS MANAGEMENT
technologies that could enhance more your knowledge. Keeping abreast with the
legislative changes will help you in your decision-making moment as wen
monitoring the consumer trends. It is vital for you to be updated because the
consumers are always looking for something new, something that is in, and
something that fits their needs and wants. Similarly, it is important that you are
aware of what your competitors offer and evaluate them so that it can be mad as
your reference in the future.
Simple ways of keeping abreast of the industry and your competitors are the
following:
Networking with friends and colleagues
Observing events
Attending seminars and workshops
Upgrading qualifications
Watching events management-related shows
Watching food and beverage shows
Joining industry-relevant organizations
Reading magazines and newspapers
Surfing the net for related articles
For the purpose of this discussion, let's study the following principles of
professional conduct and ethics of the International Special Events Society (ISES)
and evaluate how would this help in the execution of your services as a manager
of an event:
Promote and encourage the highest level of ethics within the
profession of the
special events industry while maintaining the highest standards of
professional
conduct.
Strive for excellence in all aspects of our profession by performing
consistently at
or above acceptable industry standards.
Use only legal and ethical mean in all industry negotiations and
activities.
Protect the public against fraud and unfair practices, and promote all
practices
which bring respect and credit o profession.
EVENTS MANAGEMENT
There may be other roles of a manager that were not included in this chapter.
One thing that we have to consider here is that, everybody wants to have a
successful event. If that is in our mind, everything will follow to come up with this
and meet or even exceed our client's expectation.
Knowing How to Create a Checklist for an Event
As an event manager, it is also important that you know how to make a checklist
for a particular event. This checklist will help you not to forget a single detail that
may be of significance for the event execution.
The following is an example of event planning checklist (adapted from
www.thegreatevent.com). You can make it as model when planning an event.