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Unit-1 Event Definition and Types 2

The document defines 'event' as a significant occurrence, emphasizing its uniqueness and the experience it provides to attendees. It outlines the process of event management, which includes planning, marketing, and executing various types of events, categorized by size and nature. Additionally, it highlights the importance of effective event management as a promotional tool and discusses different types of events, such as mega-events, regional events, and various cultural and commercial gatherings.

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9 views13 pages

Unit-1 Event Definition and Types 2

The document defines 'event' as a significant occurrence, emphasizing its uniqueness and the experience it provides to attendees. It outlines the process of event management, which includes planning, marketing, and executing various types of events, categorized by size and nature. Additionally, it highlights the importance of effective event management as a promotional tool and discusses different types of events, such as mega-events, regional events, and various cultural and commercial gatherings.

Uploaded by

parvdhingra1
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Event: Definition

• The word ‘event’ has its origin from the Latin term ‘eventus’ which mean occurrence or
outcome. The Oxford dictionary defines events as, “a thing that happens or takes place,
especially one of importance”.
• Goldblatt (2005) focuses on special events as ―a unique moment in time, celebrated with
ceremony and ritual to satisfy specific needs. (Joe Goldblatt in book Special Events: Event Leadeship
for a New World)
• Getz (2008) notes that events are spatial - temporal phenomena and that each is unique
because of interactions among the setting, people, and management systems, including
design elements and the program. He highlights the fact that the biggest appeal of events
is that they are never the same, and that the guest has ―to be there in order to enjoy the
experience fully. He suggests two definitions, from the perspective of the event
organizers, as well as the guests: (Donald Getz (2008) in journal Tourism Management Event tourism:
Definition, evolution, and research., 29 (3): 403–428.)
• 1. A special event is a one-time or infrequently occurring event outside normal
programmes or activities of the sponsoring or organizing body.
• 2. To the customer or guest, a special event is an opportunity for leisure, social or cultural
experience outside the normal range of choices or beyond everyday experience.
• Annie Stephen and Hariharan in their book Event Management
• E – Entertainment (Events include entertainment with fun, games and
information)
• V – Venue (Place for conducting the event successfully)
• E – Equipment (Technical and non-technical equipment, used to run the
show successfully)
• N – News (News about a new product, movie, activity or offer)
• T – Team (Event involves integrated effort of individuals)
• S – Strategy (Various strategies used like financial, marketing, technical
and human resources strategy)
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 Size and Nature.

Event Management: Event management is the process of


analyzing, planning, marketing, producing and evaluating an event.
It can be called as 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.
Annie Stephen and Hariharan in their book Event Management
• Event management is a process of organizing a professional and
focused event, for a particular target audience. It involves visualizing
concepts, planning, budgeting, organizing and executing events such
as fashion shows, musical concerts, corporate seminars, exhibitions,
wedding celebrations, theme parties, product launching, etc. It is a
good career option which does not require much investment and offers
a lot of independence and flexibility
Type of Event: On the basis of Size
In terms of size, events may be
categorized as follows:

Mega-events The largest events are


called mega-events, which are
generally targeted at international
markets.

For example The Olympic Games,


Kumbh Mela
Mega event have a specific yield in
terms of increased tourism, media
coverage, and economic impact.
Regional Events
Regional events are designed to increase the
appeal of a specific tourism destination or
region.
Example Boat Race Competition (Kerala)
The Hornbill Festival (Nagaland)
Major Events These events
attract significant local
interest and large numbers of
participants, as well as
generating significant
tourism revenue.

Major Event should (i) be


significant in size; (ii) have a
material positive impact on the
region’s tourism industry; or (iii)
be of nature that advance booking
of is required to secure the event.

Example: IPL
Minor Events

Most events fall into this last


category and it is here that
most event managers gain
their experience. Almost
every town, city country, and
state host annual events.

Example: Wedding, College


Fests and Birthdays
Types of Events: On the basis
of Nature
In terms of type, events may be
categorized as follows:

Sporting
Sporting events are held in all towns,
cities, countries, and states
throughout the nation. They attract
international sports men and women
at the highest levels.
Cricket, tennis, golf, baseball,
football, basketball, downhill ski
racing, and car racing are just a few
examples.
Entertainment, Arts, and Culture
Entertainment events are well known for
their ability to attract large audiences. In
some cases, the concerts are extremely
viable from a financial point of view; in
others, financial problems can quickly
escalate when ticket sales do not reach
targets.

Timing and ticket pricing are critical to


the financial success of such events..
art galleries and museums hold special
exhibitions.
Commercial Marketing and
Promotional Events
Promotional events tend to have
high budgets and high profiles.
Most frequently they involve
product launches.

The aim of promotional events


is generally to differentiate the
product from its competitors
and to ensure that it is
memorable.

The media are usually invited


to these events so that both the
impact and the risk are high.
Success is vital
Meetings and Exhibitions The meetings
and conventions industry is highly
competitive. Many conventions attract
thousands of people, whereas some
meetings include only a handful of high-
profile participants.

Festivals
We celebrate Festivals in Groups: Holi,
Diwali, Christmas, Durga Puja
Others like food festivals are also
increasingly popular.
Family
Weddings, engagements anniversaries,
birthdays provide opportunities for
families to gather.
Fundraising Events
Fundraising activities, events and fairs, which
are common in most communities, are
frequently run by enthusiastic local
committees. The effort and the organization
required for these events are often
underestimated. As their general aim is raising
funds.

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