EVENT STRATEGIC AND
OPERATION MANAGEMENT
SMG502
INTRODUCTION TO EVENT MANAGEMENT
DEFINITION OF EVENT
• An event is anything that is organized by individual or
group of individuals that cause other individual or group of
individuals to gather at specific time and place
normally based on common interest
organizer participants
DEFINITION OF EVENT
activity that requires you to make
• An event is any
arrangements before the program can actually
take place.
• It may be anything from an introductory meeting or
study break to a concert, film, conference, or
dramatic performance.
• But keep in mind that no matter how small or easy
an event may seem, some forethought is still
required.
EVENT MANAGEMENT
• A process that involved 3 important functions of planning,
implementing and evaluating, and using of all available
resources to reach the organizational goals
FOUR DISTINCT STAGES IN EVENT PLANNING
4. Evaluation
1. Planning
10%
3. Presentation
25%
10% At least 80% of the work is
done in the PLANNING
EVENT and PREPARATION stage.
2. Preparation
55%
WHY PLANNING
• Important to avoid:
– Conflict
– Overlapping
– Public relations problems/communication problems
SEVEN STAGES OF EVENT PLANNING
• Idea
• Feasibility
• Planning Strategy
• Structure: Units /Teams/ Responsibilities
• Detailed Preparation
• Event
• Evaluation
EVENT MANAGER AS A CAREER
• Event managers are found at many sporting events
• These personnel may or may not have an advanced degree
• Also could be titled Director of Game Operations
• Usually begin a career as an event manager as an assistant, or
student intern
EVENT MANAGER RESPONSIBILITIES
• Planning, planning, planning!
• Have an event schedule
• Prepare the contingency plans
• Promotional and marketing activities
• Prepare a meeting session with the staff.
• Prepare a risk management plan.
• Booking and training staff may or may not be a
responsibility
• May or may not have crowd control responsibilities
TYPES OF EVENT
• Mega Event
• Hallmark Event
• Major Event
• Minor Event
TYPES OF EVENT
• Mega Event
– Mega event which targets international group, the largest event
– Wide coverage, and prestige, have economic impact to the host
or destination
– Examples:
• Olympic Games
• Commonwealth Games
• World Cups
TYPES OF EVENT
• Hallmark Event
– Introducing the country as tourist destination
– Have effect on traditional value, image and publicity
– Examples:
• Le Tour De Langkawi, Visit Malaysia
TYPES OF EVENT
• Major Event
– Able to attract big crowds
– Income to tourism industry
– Examples:
• Piala Malaysia
• Netball Super League
(NSL)
• Malaysia Hockey League
(MHL)
• Pameran MAHA
TYPES OF EVENT
• Minor Event
– Most event falls into this category
– Platform for most event managers to gain experiences
– Examples:
• Meetings, Birthday Functions, Sports Events, and other
community events
CHARACTERISTICS OF EVENT
1. Perceive as something special
– Have starting and finishing point
– Tightly bound in time and space
– Fixed dateline
2. Opportunities to improve programming and management
– Can capture the imagination of sellers and buyers
– Can be means of promoting and creation favorable images
– Can call upon all resources of an organization, test them and reveal strength and
weaknesses
3. Conform to regulations
– Aspect of health and safety
– Police matters
– Licensing issues (obtain license to hold large events)
CHARACTERISTICS OF EVENT
4. Pose many problems
– Cannot depend on established routines
– Dangers in date slipping by in preparation
– Targets not being met
– Budgets overspent
– Lack of coordination
– Bringing inadequate linkages
– Miscommunications
– Omissions
– Duplications and wasted efforts
– Inadequate control
CHARACTERISTICS OF EVENT
5. Poses certain management styles and methods
– Need coordinator
– Need precision, deadline and fast decisions
– Tight administration
– Task oriented, need more authoritarian style of
leadership towards late stage of detailed preparation
– Autocratic management style of leadership hours before curtain
goes up
EVENT TEAM
Concept
• The management of successful event is dependent
upon three factors:
– Defining the task and responsibilities
• Administrative
needs of the event
• technical
– Assigning those defined tasks and responsibilities
• individuals
• groups
– Providing a format, workable structure, and a planning process
