There are various companies hosting and organizing events on a usual basis.

These range from the small time private

events to the large-scale international events. Although, the large scales one do happen far rarer, but then the amount
of returns they turn out is far beyond expectations. Though, in the past there have been events that have also resulted
in losses to the hosts and sponsors for varied reasons. But then, all said and done, event management is concerning
organization and execution, and that is precisely where the money lies. Those in the field are paid for their services.

1.1.1 Definition

Event can refer to a phenomenon, any observable occurrence, or an extraordinary occurrence.

Marketing Guru, Philip Kotler, defines events as occurrences designed to communicate particular messages to target
audiences. Suresh Pillai, Managing Director, Eventus Management, considers events as an additional media
whereby two-way or active communication is possible.

An event is a planned social gathering or an occasion that is organized by any

individual or a group of people to celebrate any particular happening or for the
purpose of cherishing that moment with others.

Events have been defined by the

famous economist Philip Kotler
(2004) as ‘occurrences designed to
communicate particular messages to
target audiences’

Characteristics of Events
•
• 1. Events offer a “once in a life” experience as
the events entail a unique experience.
•
• 2. Events are aimed at fulfillment of certain
aims and objectives.
•
• 3. As compared to projects, events generally
have a shorter life span as they are specific
occurrences designed to meet certain objectives.
•
• 4. Events involve a substantial and a huge
requirement of funds and management of the
scarce resources.
 events require planning and involve all important managerial
functions
 events involve facing environments of risk and uncertainties

BENEFITS OF EVENTS

The potential benefits of hosting major events from the perspective of the visitor
economy include:

1. Structural expansion of the visitor economy: Visitors coming to a city or region

for an event will contribute to a more buoyant economy, with visitor expenditure
having a multiplier effect on incomes throughout related supply chains. With the
multiplier effect the host destination shall benefit in terms of employment, income
and better standards of living.

2. Alignment of tourism with other strategies: The requirements of hosting a major

event can be used to, promote an integrated whole-of government approach, and
maximise synergies between relevant development and growthinfrastructures
constructed for events are one of the most visible lasting legacies for a host city or
region and can have real impacts for tourism growth.
3. Marketing and promotion: Pre-event branding associated with the successful
hosting of a major event, can provide lasting recognition of destination branding in
key tourism markets, encourage return visitation of attendees or participants, and a
better understanding of the focus of the event such as sport, arts and culture, food
and wine, etc.

4. Environmental impacts: The international focus often associated with major

events can help to prioritise work on an often under-developed or neglected built
environment and therefore the attractiveness and competitiveness of destinations.
In addition, ensuring that events are managed in an environmentally friendly
manner is also becoming a high priority in terms of branding

Need and Importance of Events

#1 Events bring joy

#2 Events help businesses grow

Whether you attend them or not, business events such as trade shows, corporate events, meetings
and exhibitions are super important; they keep the world of face-to-face trade and business alive.
They keep the dollars turning over for companies and consumers alike and keep economies
healthy. To give you some idea as to the importance of business events here’s a crazy stat to
consider: “2,157 exhibitions staged were staged in Australia, attracting 9.3 million visitors and
over 65,000 exhibitors. The total direct expenditure from exhibitions was $3.1 billion and these
events contributed direct value add of $1.5 billion and generated over 21,000 full time equivalent
jobs”

3 Events promote important causes

We’re all familiar with the recent #BlackLivesMatter movement which gave rise to many a
protesting event around the world. Let’s look at another message focussed event
promotion. Ungiven Gifts was an incredibly successful campaign event created by Australian
brand activation agency Momentum Worldwide on behalf of the Victorian Transport Accident
Commission. Their message was to raise awareness for road safety before Christmas.
Momentum put together a beautiful and emotive interactive art piece at Melbourne’s State
Library; 210 white gifts paid tribute to the 210 people who had died on Victorian roads during
2013. Passers-by left messages at the site or on social media and lit remembrance candles. A
heartfelt, emotive and effective live promotion event that speaks highly for the power of creative
events and activations

Events encourage the sharing of ideas or information en masse

Think Festival of Dangerous Ideas, think Semi Permanent, think TED Talks. Events that
encourage global discussion, respectful debate and creative ideas. Events which aim to bringing
life-changing conversation, action and societal change. These ‘idea festivals’ have grown and
developed in recent years to be so much more than a line-up of motivational speakers. They now
encourage and value the input of individuals, businesses and communities to help make a
positive impact; events that are inspirational, inclusive and important.

 Events stimulate emotion

Events can pulse with emotion. Here are some examples: Essendon play Richmond at the MCG
in front of 60,000 fans; a thousand doctors from different countries get together for a medical
conference in Dubai; locals and tourists spend the day throwing ripe tomatoes at each other in the
world’s biggest food fight at Bunol, Spain; Taylor Swift walks on stage and the audience ignites;
Dior launches a new fragrance for the media and buyers at a swish event in a disused warehouse;
spending Sunday morning at your local organic market chatting to the stall holders and sipping
your fair trade coffee.

Example: if you were running a conference for financial planners there could be two quite different purposes:
1. To facilitate an exchange of information, bringing participants up-to-date with the latest changes in financial
planning software products.

2. To achieve a memorable out-of-body experience for financial planners in order to develop a positive association
with a new software product.

To achieve the first purpose would be quite straight forward as this would require a fairly standard meeting or
convention. Fulfilling the second purpose however would be more difficult. For this unforgettable experience you
would need a unique venue and carefully planned activities that the participants would enjoy. At the same time the
product would need to be reinforced constantly so that attendees would leave with an inescapable association with it.
To have fun without the positive association would defeat the purpose. The focus of the first of these purposes is
information, whereas that of the second is entertainment. Although of any events the main Notes purpose is making
a profit, for many it is not. This festival is an example of an event with a community purpose.

’’‘‹›‘•™‹…Š…ƒ‡
Staging an event should be clear and articulate up front . There may be a
number of reasons for conducting an event such as:
1. To inform and educate the community about a cause
2. To obtain media coverage for an activity or organisation
3. To raise funds
4. To celebrate a community’s strength and cohesiveness
5. An awards or presentation ceremony

EVENT MANAGEMENT
Event management is the process beyond planning, executing and evaluating
corporate, association, nonprofit, government and social events.

Event Management is the coordination, running and planning of all the people, teams and
features that come together to create every kind of event.

Event management is the process by which an event is planned, prepared, and produced.
As with any other form of management, it encompasses the assessment, definition,
acquisition, allocation, direction, control, and analysis of time, finances, people, products,
services, and other resources to achieve objectives. An event manager’s job is to oversee and
arrange every aspect of an event, including researching, planning, organizing, implementing,
controlling, and evaluating an event’s design, activities, and production.

Event Management is a the science of planning, organizing, directing, coordinating,

motivating and rewarding people or staff to attain the visionary objectives of the event
producer or client.

All operational task for an event such as the ground work, viz., venue selection and stage design, arranging the
infrastructural facilities required, liaison with artists/ performers and networking with other activities such as
advertising, PR, ticket sales, etc., fall under the purview of event management.

The Following are the characteristic of Event Management:

1. Creative Process: -Event Management is a creative process. The event
management team must be creative or dynamic. It must come up with new ideas to
manage and deal with the event. Creative ideas will enable the success of the event.

2. Objective Oriented: - Event Management focuses on objectives. Every event has

certain goals or objectives to be achieved. Therefore, all the activities will be
directed to achieve the objectives. Unwanted activities or unnecessary formalities
may be done away with.

3. Requires effective Leadership: - Event Management requires effective leadership

on the part of event managers. The Event Managers have to influence and motivate
the employees in order to undertake the event successfully. Therefore, there is a
need to have effective leadership skills on the part of Event Managers to manage
the event successfully.

4. Requires effective Promotion: - Event Management requires effective promotion.

The event promotion involves:

Publicity of the event.

Advertising of the event.

Maintaining good public relations

5. Planning and Control: -The event management team has to plan and control the
activities relating to the event, the planning and controlling activities involve:

 Developing a mission statement for the event.

 Establishing the objectives of the event.

 Preparation of event proposal.

 Evaluating the performance of the event.

 Taking Corrective measures for the future event

Event Management Procedures

Event managers must ensure that event management procedures cover a full range of emergencies including major
injury or illness of players or spectators, fire, bomb threat, crowd disturbances and climatic conditions such as
lightning, torrential rain, flooding, etc.

Event manage procedures should also assist event personnel to effectively do their job. Although the most important
procedures will be about safety, there should be other procedures that lessen risks to the event profitability and the
organisation’s reputation. These procedures might include:

Cash management

Food serving and hygiene

Waste collection

Marshaling of competitors

Restriction of access to certain areas

Arrival and greeting of visiting dignitaries

Loudspeaker announcements during the event

Giveaways of merchandising or free food and drink

Raffles and fundraising

Interviewing Event Staff

The provision of training to event staff (and volunteers) is a critical element in risk management. It is a dangerous
situation to presume that procedures have been read and that people will know what to do in an emergency.
Ultimately the buck stops with the Event Manager and therefore it is a reasonable use of the Event Manager’s time
to have meetings with Event Staff, either individually or in groups, to determine their knowledge of procedure.

Event management is the planning and management of an event, project or activity. It is important when staging an
event to be clear about WHY the event is being held:

To inform and educate the community about a cause;

To obtain media coverage for an activity;

To raise funds;

and To celebrate a community’s strength and cohesiveness.

Organizers should also clarify WHO the event is for. Most events will cater for a variety of interest groups:

1. The local community;

2. Members;

3. Sponsors;

4. Media; and

5. Potential members

Regardless of the nature of the event, your target audience or the event’s objectives, some key steps should be
followed to help ensure a successful event

Today, there a number of people, who have entered the field because they realize the potential of the market where
demand and supply is concerned. In fact, the most profitable aspect of this field is the need for creativity. And that is
how and where one earns.

Event management generally means conceptualizing, meticulous planning, organizing and finally executing an
event. It is a set plan involving networking of a multimedia package, thereby achieving the client’s objectives and
justifying their needs for associating with events.