Module 1- Event Management

What is an Event?
An event can be described as a public assembly for the
purpose of celebration, education, marketing or
reunion. Events can be classified on the basis of their
size, type and context.
Types:-
•Corporate Events – Events like Global Investors meet
(GIM), Kerala Travel mart (KTM), Arabian Travel Mart
(Dubai) , Product launches
•Education and career events – Events like education
and career fair, workshop, seminar, debate, contest,
competition etc.
•Social Events – Events like bal kalakaar, Impact week,
Festival of France in India, Discovery of India , Udaan
and etc., Weddings, Birthday parties
 Political events – meetings of political parties
 Catering event management- in house catering
What is Event Management?
Event Management is the process of analyzing,
planning, marketing, producing and evaluating an
event. It is a different way of promoting a product,
service or idea. If an event is managed efficiently and
effectively, it can be used as a very powerful
promotional tool to launch or market a product or
service. Event Management requires certain core values
to be deployed to every element, process and decision
to justify professional approach and achieve effective
and efficient results.

Market Research in Event Planning

 Market Research
Before organizing an event, find out whether there is a
market (i.e. audience) for your intended event or not.
For e.g. you want to organize an education fair for
Engineering course. If societal need is not met with
event objective, then it is not a good idea to organize
such event there. The event will fail for sure.
 Market Analysis (Understanding with general
example)
If there is a market for your intended event, then do
market analysis. Market Analysis means finding
information about your target audience. Find out who
are your target audience i.e. there age group, sex,
qualification, profession, knowledge level, income,
status, likes, dislikes, personality, customs, traditions,
religion, lifestyle etc. Knowing your target audiences
customs, traditions and religion is very important so
that we don’t hurt their customs and religion
unknowingly through our event. For e.g. if you organize
a Hindu wedding and serve beef there, then u will be in
mortal danger as cow is considered as a sacred animal
in Hindu religion. Similarly serving pork in a Muslim
function can bring havoc. Find out where majority of
your target audience live so that you can direct your
marketing efforts towards them. There is no point in
advertising across US if your target audience belongs
only to New Jersey. In this way you can cut down your
advertising and marketing cost tremendously. Find out
what are the desires and expectations of target
audience from your intended event. Find out when (i.e.
date and time) and where (i.e. venue) they want the
intended event to take place. For this you will have to
do survey. All this information will help you in
developing a better event plan.
 Competitors Analysis (Never underestimate your
competitor)
It means finding information about your competitors.
Find out who are your competitors .i.e. their age, sex,
qualifications, knowledge level, experience in
organizing events, turnover, market value, Public
Relations, (media and corporate contacts) and market
share. Find out how they promote and execute their
events. What they do in their events? Why people come
to their events? For this you will have to attend each
and every event organized by your competitors and
then create an event report. The event report will
contain things like
• - seating and light arrangements
• - promotional materials used
• - blueprint of the whole venue
• - program and food menu
• - contact details of sponsors, partners, clients (for
whom the event is organized)
• - Service providers like DJs, Anchors, Make up artist,
Performers, photographers, videographers, decorator,
florist etc.
 Find out as much information as possible about
events organized by your competitors.

Events are often portrayed according to their size and

scale. Common categories
are major events, mega-events, hallmark events, and
local/community events.

 Mega Events
 Major Events
 Hallmark Events
 Local/Community or Small Events
  Mega Events: Mega-events are the enormous events
that affect whole economies and echo in the global
media. Example of mega-events can be FIFA
Worldcup.
 Major Events: Major events are events which are
large in scale and attract significant media interest
and are capable of attracting notable visitor
numbers, media coverage and economic benefits.
Example of major events can be Indian IIFA awards.
 Hallmark Events: Tourism researcher Ritchie (1984,
p. 2) defines Hallmark events as: ‘Major single-time
or repeating events of limited duration, initiated
mainly to enhance awareness, appeal, and
profitability of a tourism destination in a short or
long time span.
attention’. Example of the Hallmark event can be the
Carnival in Rio.
 Local/ Community Events: These are small events
happening at a local and regional level. Example of
such events can be local concerts, food festival, etc.

Events On The Basis of Types

 Business, Meetings, and Conferences
 Incentives
 Sports Cultural Arts Events
 Protests
 Religious Events
 Life Cycle And Milestones
 Historical Events
 Marathons
 Street Dances
 Film Festivals
1. Business Meetings, and Conferences: These
includes business-related meetings and
conferences. It can be a meeting between the
shareholders, employees, meeting for product
launch, etc.
2. Incentives: Incentives are kind of events which is
aimed at rewarding the best employees, staffs,
distributors and even customers sometimes. Here
employees, staffs, distributors and so on are take n
to a trip, make them enjoy and award them.
Sometimes a formal program also takes place.
3. Sports: Sports are also a kind of events with great
economic and other potentialities. Such events
 range from small like local level football
competition to large like FIFA Worldcup.
4. Protests: Political and other forms of protests are
also kind of events.
5. Religious Events: This includes religious events like
different festivals and Jatras. Dashan, Indra Jatra,
etc can be an example of religious events.
6. Lifecycle & Milestones: Events like birthdays,
marriage, death ceremony, etc.

Event Planning

Event planning is the process of managing a project such as a meeting,

convention, tradeshow, ceremony, (link is external)team building
activity, party, or convention. Event planning includes budgeting,
establishing timelines, selecting and reserving the event sites, acquiring
permits, planning food, coordinating transportation, developing a
theme, arranging for activities, selecting speakers and keynotes,
arranging for equipment and facilities, managing risk, and developing
contingency plans.

5 C’s of Events

These steps are needed to be followed for successful

accomplishment of any event.
It involves the following:

– Conceptualization of the creative idea and ambience.

– Costing involves calculation of the cost of production and safety

margins

– Canvassing for sponsors, customers and networking components

– Customization of the event according to brand personality, budgets,

etc.

– Carrying out involves execution of the events according to the final

concepts.

1. INITIAL
CONCEPT

5.CONCLUSION/IM 2. COSTING
PLEMENTATION

4. 3. CANVASSING
CUSTOMISATION
Conceptualization

 Conceptualization involves a complex churning in

which as many permutations and combinations are
worked out as possible. The original concept
undergoes modifications on the basis of the inputs
obtained from the other C’s. The final concepts get
defined once the constraints posed by budget,
client’s requirements, target audience profile, etc.
are objectively stated.

 It involves conception of the idea and the theme for

the event. It also takes into consideration the
objective and the elementary need for hosting the
event.

 Planning the theme of the event with due

consideration to the objective, target audience,
venue for the event, time constraints, media
coverage and planning the core elements of an
event.
  It is concerned with idea formation with a
differential approach to attracting and targeting
audience.

Costing

 It will involve preparation of cost estimates and the

sources of acquiring funds.

 It will also involve the preparation of budgets.

 Creating a provision for risk coverage and managing

uncertainties also forms part of the activities.

 Budgeting for profit margins, safety margins

estimates etc. will ease out the financial
management issues.

Canvassing

 Canvassing activities would involve obtaining

sponsorships.
  Fund raising, networking and advertising to generate
the required mileage for the success of the events.

Customization

 Emphasis on client satisfaction is targeted

 Reinforcing client requirements to suit the needs of

the client and the fulfillment of objective.

 It involves a blend of creativity and suitability to

match the changing trends and tastes of the
customers.

 It involves a custom approach, tailor-made approach

aimed at facilitating the achievement of the mission
and vision of the client.

Carryout (IMPLEMENTATION)

 In this approach, execution of plans takes place that

will further the interests of the client.

 It includes set of activities and operations that lead

to accomplishment of objective.
  It is a stage where the event’s activities are in
progress.

 Implementation of event plans and deviations, if any

from the scheduled activities, are remedied through
a suitable course of action.

 It involves accomplishment of the objectives.

Role of event management in tourism Promotion

Tourism is the act of travel for the purpose of recreation
and leisure, and also refers to the provision of services to
achieve this goal. As the number of tourists worldwide is
rising, so do their expectations and needs for specific
experiences.

There lays the role of events and their significance in

modern tourism. Events are not only one of the most
important parts of tourism, but also inseparable part of
human society. They are global phenomenon which is
gaining greater and greater importance through the
event.
 Events are important motivators of tourism, and they
greatly influence the development of a destination. Their
roles and impacts within tourism have been well
documented in tourism related literature. Yet it was only
a few decades ago that “event tourism” became
established as an independent discipline in both the
tourism industry and in the research community.

Event studies were considered an unnecessary and

perhaps irrelevant idea until the academics doing event-
related research published great number of papers and
books on the subject of events, as well as established
journals and conferences that are specialized in events.
By doing so, they generated sufficient interest in that
field. As a result, “event management” developed as a
fast growing professional field in which tourists
constitute a potential market for planned events.

Event tourism is generally accepted term that includes all

planned events in an integrated approach to
development and marketing of destinations.

Events of all kinds help to meet multiple goals:

 1. to attract more tourists (especially in the off-peak
seasons)
2. to serve as a catalyst for regional development.
3. to increase the infrastructure (roads, bridges,
railway line, parking areas, hospitals, flyovers etc)
and tourism capacity of the destination to push a
positive destination image.
4. To contribute to general place marketing.
5. To animate specific attractions or areas.
6. To develop hotels, bars, restaurants, transportation,
etc. for tourists
7. Foreign Exchange in the country increases due to
events.

MAJOR EVENT OF 2021

Airlines
IPL Indian Premier League Hotels
Chennai (Sports event Management)
Bars/Pubs
Stadium
Transportation
Hospitals