INTRODUCTIO
N TO
EVENTS
MANAGEMENT
Lecture 2:
Perspectives on Event
OUTLINES:
Perspective of Government
Perspective of Corporate
Level of government
Role of government
Use of event
Return in Investment (ROI)
Perspective of Community
Community event
Individual perspective
Strategies for community involvement
INTRODUCTION
Events
take place across the full spectrum of
society leading to differing contexts, goals and
objectives.
major sectors that vary will contribute
different implications to event managers
PERSPECTIVE OF
GOVERNMENT
Level of government
Role of government
Government play a leading role in events and
increasingly employ event strategies in order to guide
the involvement, priorities and decision-making. In recent
years, many governments have created dedicated
celebration spaces for the staging of public events and
some have consciously used them in tandem with other
policies and strategies as tools for urban regeneration and
development.
All level of government national, regional or
local, frequent use of events, both in conducting
the affairs of government and as part of their
service delivery.
They will often combine in celebration of
significant national anniversaries and events.
Almost all government department make
extensive internal use of events in order to train
staff, develop networks and communicate with the
public.
economic
benefits to
the regions
Almost
every local
governm
ent body
Play major
employing
roleevent
in
an
bidding
manager
Usually
for
and
or
team
have
the
staging
and
with
prime
major
most
carriage
events
of
providing
of
major
economic
funding
celebra
and
and
tions of
tourism
support
national
for
Often
a wide
significant.
setting
range
up
Work
event
of local
closely
organiza
events
with
other
tions
and
level to
convention
augment
and
visitor
related
bureaus
programs
at state
and local
level
Increasing
ly involved
with
Local
Regional
Development
Agencies
National
Venue Owner /
Manager
Event / Destination
Marketer
Consent Authority
& Regulatory Body
Government Roles
Service Provider
Event Organizer
Funding Body
Event Strategies
Strategies are developed for
various function that ideally
dovetail with other policies
and strategies in the area of
urban planning.
Creating
Celebration
Spaces &
Precincts
Current trend: create civic
areas and public celebration
spaces
Origin of street theatre or fairs of
today can be traced back to the
bazaar of the ancient world
Include preparation of
portfolio or annual program
to reflect the characteristics
and needs of a city or region
Creation of one-stop shop
for event organizer
Festivals, concerts, public art
programs are tools commonly
used to animate the spaces and
to make them congenial spaces
for people to congregate in and
enjoy
Events & Urban
Development
Events as potential tools for urban
regeneration and renewal
Provide impetus for development
and become catalysts for the
commitment of public funds and
the investment of private capital
needed to secure it.
Integrated with other strategies,
it can become powerful drivers
in changing the image of
destinations and bringing new life
and prosperity to community
PERSPECTIVE OF
CORPORATE
Use of event
Association conferences
Return in Investment (ROI)
The corporate sector is a major player in events using
them regularly in the course of business administration,
staff motivation and training, and as a significant
element of the integrated marketing mix in the sale
and promotion of goods and services. Companies also
sponsor public events in order to demonstrate product
attributes, build brand awareness and reach target
market effectively.
Events have unique ability to bring people
physically
To inspire and communicate with them in ways
that cant be easily duplicated by other means or by
media
The increasing trend among corporate agency
reflects the recognition of the power of event
Increased use of events as tools to improve
company morale and business procedure
Increase profitability and income
CORPORATE USE OF EVENTS
DEF: Any events that support business
objectives that scheduled alone or in
conjunction with other events.
May focused internally (own business
practice & staff) and externally (customers
and clients)
EXTERNAL EVENTS
INTERNAL EVENTS
E.g.: Management meetings and
staff training
Objectives 1) significant occasion
for organization development;
2) valuable tools to inspire and
motivate staff; and 3) contribute
to the development of successful
corporate culture
E.g.: product luncheon
Ability to communicate corporate
and sales messages
To cut through the clutter of
advertising and media to reach
customers and clients directly and
effectively.
Sponsorship
Entertaining clients (to build and
nourish business relationship)
ASSOCIATION CONFERENCES
Another corporate-related event used by professional, academic
and industry associations
Objectives 1) to communicate with members; 2) to explore
relevant issues; and 3 )to disseminate info to respective audiences
Maintain s structure and bid process that similar to other sporting
events
Opportunity provided by participants to keep abreast of
developments in their professional fields and to network with
colleagues and associates
Decrease in the trend due to 1) environmental impact; 2) travel
cost; 3) security issue; and 4) technological advancement
RETURN IN INVESTMENT
Increase desire and need to evaluate corporates
outcome
Need to understand the effectiveness of event for
ROI
Level of ROI evaluation
Reaction & action plan
Learning
Job application
Business results
Return on investment
PERSPECTIVE OF COMMUNITY
Community event
Individual perspective
Strategies for community involvement
Events have long played a universal and enduring
role in communities whose prime focus is on their
direct entertainment, social, cultural and sporting
benefits. In planning events, event managers need
to devise and incorporate appropriate strategies
for community ownership, participation and
engagement.
Events
hosted in public communities have
a particular interest and attitude toward the
event.
Community
Important
is the major stakeholder in events
for event manager to consider the
community perspective and include in event
planning process.
COMMUNITY EVENTS
Can be identified in every human society and in
every age that reflects social interaction and bind
communities together
Helps to create and strengthen a sense of
community and belonging
As an opportunity for local businesses
Supported by local government as to maintain
and support healthy communities
INDIVIDUAL PERSPECTIVE
Community members perspective simple
and direct requirements and expectation ( to
participate and be entertained)
Study proven that community based events
contribute positively to the mental health and
wellbeing of communities
Benefits received by communities varied depends
on 1) histories of communities; 2) societal
influences; 3) purpose of celebrations; 4) mode of
practice adopted; 5) skill of the organizers; and 6)
level of engagement
STRATEGIES FOR
COMMUNITY INVOLVEMENT
Community perception on an event will depend to
a large extent of community involvements level
and effort made by event organizers to involve
the community in the planning, implementation
and evaluation of the event.
Appropriate liaison needed to represent the true
values of community and serve to resolve any
potential conflicts and disruptions.
Participation facilitation
Local business
engagement
Friends of the event/
event alumni associations
Community input and
feedback facilitation
Community
Engagement
Mechanism
Community development
and capacity building
Inclusive programming
Incentives
Outreach
SUMMARY
There are numbers of important perspectives that have
implications for event managers in the planning and
delivery of events
Government need to integrate the use of event strategies
for the country development with their disparate functions
and roles
Corporate sector use event to obtain benefit from both
internally and externally events and need to ensure the
effectiveness according to ROI
Community members often focused on the direct,
personal impact and the benefits of event for individual
personally and community in general.
