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Introductio NTO Events Management: Perspectives On Event

There are three main perspectives that event managers must consider: government seeks to use events for development and see economic benefits; corporations use events for marketing, staff motivation, and measuring return on investment; communities focus on entertainment and social benefits, so engagement strategies are crucial. Effective event management requires understanding these diverse stakeholder perspectives.

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AngelaLing
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213 views

Introductio NTO Events Management: Perspectives On Event

There are three main perspectives that event managers must consider: government seeks to use events for development and see economic benefits; corporations use events for marketing, staff motivation, and measuring return on investment; communities focus on entertainment and social benefits, so engagement strategies are crucial. Effective event management requires understanding these diverse stakeholder perspectives.

Uploaded by

AngelaLing
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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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.

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