Chapter 1

Event Management
An introduction to the event
field
 Learning objectives

1.1 Define special events and demonstrate an awareness of why

special events have evolved in human society
1.2 Discuss the growth of state event corporations and the
emergence of an event industry
1.3 Distinguish between different types of special events
1.4 List and describe the components of the event industry
1.5 List and describe the main professional associations in the event
industry, discuss the attributes and knowledge requirements of a
special event manager and list the types of organisation involved in
the delivery of event management training
 Events Management

 Event management is the process of planning and hosting

a variety of public and private events for social or business
purposes.

 They may be large-scale or small-scale events and can

include business conventions, training seminars, industry
conferences, trade shows, ceremonies, parties, concerts,
festivals, and press conferences etc.

 Technology is supportive in planning and executing different

events such as physical events, virtual events, and hybrid
events.
 Physical Event

•A physical event is a large-scale gathering of

people where participants discuss a specific
topic and share their opinions. It requires
skillful planning, organizing, and logistics
handling to execute successfully.

•Physical events offer attendees the opportunity

to connect with others in person, engage in
social interactions, and create lasting
memories.
 Virtual Event Management

• Virtual event management requires the same steps as managing

your in-person event, but with the added challenge of making sure
that your content is twice as captivating.

• While in-person events have the added bonus of travel,

networking, and free food, a virtual event largely relies on its
content to keep attendees engaged.

• When managing a virtual event, make sure that the speakers are
well prepared to present their content virtually, and that the
content is interesting and succinct.
 Hybrid Event

• A hybrid event is a fusion of both a live in-person event and virtual online
components.
• Examples - Apple Special Events, Social Media Marketing World

• At hybrid events, attendees can interact with speakers and other attendees in
person or virtually.
• The virtual component allows attendees to participate from anywhere in the
world, and the in-person component provides a more immersive experience.
• Depending on the set-up and cost, virtual attendees should be able to hear the
presenter, view the presentation slides, and even see the presenters in real-
time via live streaming video.
• In most cases, in-person and virtual attendees can participate in the same
session concurrently.
• The most common hybrids are concerts that include both music and stage
performances, and trade shows that include exhibits from both business and
technology sectors. Hybrids can also include events such as art exhibitions,
book signings, and wine tastings.
 Hybrid Event - Advantages

• Overcoming Geographical Barriers and Time Constraints

• Saves cost of travelling
• Convenience
• Increased Engagement
• Increased Attendance
• Reduced Costs
• Valuable data
• Wider Audience Reach
• Flexibility
• Customizable Experience
• Improvement of return on investment (ROI)
 D ifferent Aspects ofEvents Management

 Building the Perfect Event

 Promotion Across Channels with Automation
 Managing Attendee Information and Communication
 Measuring Your Success to Prove Event ROI
 Special Events Definition

‘Special Events’ has been coined to describe specific

rituals, presentations, performances or celebrations
that are consciously planned and created to mark
special occasions and/or to achieve particular social,
cultural or corporate goals and objectives

Among the attributes that create the special

atmosphere are festive spirit, uniqueness, quality,
authenticity, tradition, hospitality, theme, and
symbolism.
Special events as benchmarks for our lives

•Since the dawn of time, human beings have found

ways to mark important events in their lives: the
changing of the seasons, the phases of the moon,
and the renewal of life each spring.

•Both in private and in public, people feel the need

to mark the important occasions in their lives, and
to celebrate milestones.
Special events as benchmarks for our lives

Getz (2005, p. 16) offers two definitions of Special events, one from the
point of view of the event organiser and the other from that of the
customer or guest:

1. From an event organizer view, a special event is a one-time, or infrequently

occurring event outside the normal program or activities of the sponsoring or
organizing body.
2. From customer or guest view, a special event is an opportunity for an experience
outside the normal range of choices or beyond everyday experience.
 Special events as benchmarks for
our lives
•Historical examples:
•Christmas, New year, Eid , Ramadan
•Private events:
•Births, marriages, deaths
•Public events:
•World wars, GFC (Global Financial Crisis),
COVID-19, Severe acute respiratory
syndrome
(SARS)
 The modern Saudi tradition of celebrations

•Saudi National Day

•Founding Day
•Flag Day
 Types of events

Based on Size
1. Mega Events: Mega-events are the enormous events that affect whole economies
and echo in the global media.

2. Hallmark Events – Tourism researcher Ritchie (1984, p. 2) defines Hallmark events

as: ‘Major single-time or repeating events of limited duration, initiated mainly to
enhance awareness, appeal, and profitability of a tourism destination in a short-
time or long-time span attention.

3. Major Events – Major events are events which are large in scale and attract
significant media interest and are capable of attracting notable visitor numbers,
media coverage and economic benefits.

4. Local or community events - These are small events happening at a local and
regional level. Example of such events can be local concerts, food festival, etc.
 Types of events

Based on Size – Examples

•Mega Events – Olympic Game, FIFA World Cup, World
Fairs

•Hallmark Events – Carnival in Rio, Riyadh Season

•Major Events – OSCAR awards, Jeddah Formula one

•Local or community events - Local concerts, food

festival etc. Community Aid Abroad’s Walk Against
Want, SIDS’ Red Nose Day, and Movember, a
moustache-growing charity event
Categorisation of events
 Types of events

Based on Form or content

1. Festivals - Festivals are a universal form of event that pre-date
the contemporary event industry and exist in most times and most
societies.
Ex. International Music Festival, Jazz Festival, Food Festival

2. Sports Events - Sports events have grown out of similar roots to

become a sizable and growing sector of the event industry.
Sports events not only bring benefits to their host governments and
sports organizations, but also benefit participants such as players,
coaches and officials, and bring entertainment and enjoyment to
spectators.
Ex. Ancient Greek Olympics
 Types of events
Based on Form or content
3. Business events/Meetings Industry/ MICE (meetings, incentives, conventions and
exhibitions) – Business events are an established arm of the event industry, and generate
considerable income for their host cities and, increasingly, for regional centres.
It has business or trade focus (Examples: SIBOS - financial services eventThe Union
International des Transports Publics (UITP) largest public transport event)
 Meetings - Meetings can be very diverse, off-site gatherings including congresses, conferences,
seminars, workshops and symposiums, which bring together people for a common purpose of
sharing information.
 Incentives - ‘a global management tool that uses an exceptional travel experience to motivate
and/or recognise participants for increased levels of performance in support of organisational
goals’. Example Australia’s colourful and unique locations
 Conventions and Exhibitions - Exhibitions bring suppliers of goods and services together with
buyers, usually in a particular industry sector. They can be restricted to industry members, in
which case they are referred to as trade shows, or open to the general public. Example The
International Motor Show, the Home Show, and the Boat Show.
 Types of events

Based on Genre/Pattern
1. Business, Meetings, and Conferences
2. Incentives
3. Sports Events
4. Political Events or Protests
5. Religious Events
6. Life Cycle And Milestones
7. Social Events
8. Cultural or Arts Events
9. Corporate Events
10. Educational Events
11. Fundraising Events
12. Historical Events
 Types of events

Based on Genre/Pattern
1. Business, Meetings, and Conferences - These includes business-
related meetings and conferences. It can be a meeting between the
shareholders, employees, meeting for product launch, etc.
2. Incentives –Incentives are kind of events which is aimed at rewarding the
best employees, staffs, distributors and even customers sometimes. Example:
employees, staffs, distributors etc. are taken to a trip, make them enj
oy and
award them. Sometimes a formal facilitation program also takes place.
3. Sports Events - Sports are also a kind of events with great economic and
other potentialities. These are events that involve athletic competition, such as
sporting matches, races, and tournaments. Such events range from small like
local level football competition to large like FIFA Worldcup, Marathons, Film
festivals.
4. Political Event or Protests - Political and other forms of protests are
also kind of events. These are events that are related to politics or government,
such as rallies, protests, and elections.
 Types of events

Based on Genre/Pattern
5. Religious Events - These are events that are related to a particular religion
or faith, such as services, ceremonies, and festivals. This includes religious events
like different festivals and Jatras, Darshan etc. can be an example of religious events.

6. Life Cycle And Milestones - Events like birthdays, marriage anniversary,

death ceremony etc.

7. Social Events - These are events that bring people together for socializing,
such as parties, weddings, and dinners.

8. Cultural or Arts Events - These are events that celebrate and showcase
a particular culture or tradition or art, such as festivals, parades, street dances, and
concerts.
 Types of events

Based on Genre/Pattern
9. Corporate Events - These are events organized by businesses or
organizations for a variety of purposes, such as conferences, trade shows, and
product launches.

10. Educational Events – These are events that are designed to educate or
inform people about a particular topic or subj
ect, such as lectures, workshops, and
seminars.

11. Fundraising Events - These are events that are organized to raise
money for a particular cause or charity, such as auctions, galas, and charity runs.

12. Historical Events - Events that catch attention in the history such as
World Wars, Disease outbreak
 1.5 The structure of the event industry

1. Event organisations
2. Event management companies
3. Event industry suppliers
4. Venues
5. Industry associations
6. External Regulatory bodies
 The structure of the event industry
Sr. Topic Details
No.

1 Event organisations Events are often staged or hosted by event organisations, which
may be event-specific bodies.
2 Event management Event management companies are professional groups or
companies individuals that organise events on a contract basis on behalf of
their clients

3 Event industry suppliers These suppliers may work in direct event-related areas, such as
staging, sound production, lighting, audiovisual production,
entertainment and catering, or they may work in associated areas,
such as transport, communications, security, legal services and
accounting services.

This network of suppliers is an integral part of the industry, and

their increasing specialisation and expertise assist the production of
professional and high-calibre events.
 The structure of the event industry
Sr. No. Topic Details

4 Venues Venue management often includes an event management component, whether as part of the
marketing of the venue or as part of the servicing of event clients.
Many venues, such as historical houses, galleries, museums, theatres, universities and libraries,
create additional revenue by hiring their facilities for functions and corporate events.
Types of venues that commonly include an event management in-house team include hotels,
resorts, convention and exhibition centres, sports and fitness centres, sports stadiums,
performing arts centres, heritage sites, theme parks and shopping centres.

5 Industry associations The emergence of the industry has also led to the formation of professional associations
providing networking, communications and liaison within the industry, training and
accreditation programs, codes of ethical practice, and lobbying on behalf of their members.
Example - Meetings & Events Australia, Saudi Conventions and Exhibitions General Authority,
Professional Conference Organisers Association (PCO).
 The structure of the event industry

Sr. Topic Details

No.

6 External Regulatory bodies Contemporary events take place in an increasingly regulated and
complex environment.
A series of government and statutory bodies are responsible for
overseeing the conduct and safe staging of events, and these bodies
have an integral relationship with the industry.
Oversee the application of state laws governing the preparation and
sale of food, and by-laws regarding street closures, waste management
and removal
Example - GEA
 Event management, education
and training
•Identifying the knowledge and skills required by
event managers
•Training delivery
 Industry associations
 Universities/tertiary education institutions
 Identifying the knowledge and skills
required by event managers
In addition to generic management skills, Getz and Wicks (1994, pp. 108–9) specify the following
event specific areas of knowledge as appropriate for inclusion in event management training:

1. history and meanings of festivals, celebrations, rituals and other events

2. historical evolution
3. types of events
4. trends in demand and supply
5. motivations and benefits sought from events
6. roles and impacts of events in society, the economy, environment and culture
7. who is producing events, and why?
8. program concepts and styles
9. event settings
10. operations unique to events
11. management unique to events
12. marketing unique to events
Event Management Body of Knowledge
Career opportunities in the
event industry