Verfügbarkeit: Festival & special event management

Festival & special event management:

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Format:	Buch
Sprache:	English
Veröffentlicht:	Milton, Qld Wiley 2011
Ausgabe:	5. ed.
Schriftenreihe:	Wiley Australia tourism series
Schlagworte:	Event-Marketing
Online-Zugang:	Inhaltsverzeichnis Klappentext
Beschreibung:	XXI, 585 S. Ill., graph. Darst.
ISBN:	9781742164618

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Datensatz im Suchindex

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adam_text	CONTENTS Preface xvii Acknowledgements xviii Examples at a glance xxi PART 1: EVENT CONTEXT CHAPTER 1 An overview of the event field 3 Introduction ...........................................................................................................5 Special events as benchmarks for our lives .............................................................5 The modern Australian tradition of celebrations ....................................................6 The birth of an event industry ................................................................................8 Challenges [ace the new industry 10 Events on the world stage 11 What are special events? .......................................................................................11 Types of event .......................................................................................................12 Size 12 Form or content 15 The structure of the event industry ......................................................................17 Event organisations 17 Event management companies 17 Event industry suppliers 17 Venues 17 Industry associations 18 External regulatory bodies 20 Event management, education and training ..........................................................20 Identifying the knowledge and skills required by event managers 20 Training delivery 22 Career opportunities in events ..............................................................................23 Event profile: Australian Centre for Event Management (www.acem.uts.edu.au) 24 Summary 25 Questions 25 Case study: RSVP: The event for the events industry 26 References 28 CHAPTER 2 Perspectives on events 31 Introduction .........................................................................................................32 The government perspective .................................................................................32 National government 32 State government 33 Local government 33 The role of government in events 33 Event strategies 35 Creating celebration spaces and precincts 39 Events and urban development 40 The corporate perspective ....................................................................................43 Corporate use of events 44 Association conferences 45 Return on investment 46 CONTENTS The community perspective .................................................................................47 Community events 47 Event profile: Malga Bill Festival, Van al 4 Regional /estivais as community builders 48 The individual perspective 48 Major events and the community 48 Strategies for community engagement 49 Summary 51 Questions 52 Case sludx: Townsvillc City Council: dealing an е ешѕ strategy for Queensland s biggest regional city council э2 References 57 CHAPTER 3 Event impacts and legacies 59 Introduction .........................................................................................................60 Balancing the impact of events .............................................................................60 Social and cultural impacts 61 Even/ profile: Schoolies Week 64 Political impacts 65 Environmental impacts 66 Tourism and economic impacts 68 Economic impacts and the role of government ....................................................70 Economic impact studies ......................................................................................71 Example of government use of economic impact studies 71 Community perceptions of event impacts ............................................................73 The legacy of events 76 Even! profile: Sydney 2009 World Masters Games 76 Summary 77 Questions 77 Case study: The Australian Formula One Grand Prix 78 References 84 PART 2: PLANNING CHAPTER 4 The strategic planning function 89 Introduction ...................................... 90 What is strategic planning? ............................................. 90 The strategic planning process and event organisations ........................................91 Concept or intent to bid 92 Feasibility analysis 92 Decision to proceed or cease 92 Formation of a bidding body and bid preparation 92 Establishment of an organisational structure 95 Event profile: The Montana World of WearableAn Event 99 Strategic plan 102 114 Strategic planning for existing events 114 Summary ......................................................... m Questions CONTENTS Case study: Operational planning and the Rugby World Cup 115 References 124 CHAPTER 5 Conceptualising the event 125 Introduction .......................................................................................................126 Stakeholders in events ........................................................................................126 The host organisation .........................................................................................127 Types oj host organisation 128 The host community ..........................................................................................129 Involving the host community 130 Sponsors .............................................................................................................131 Sponsors as partners in events 132 Media .................................................................................................................132 Co-workers .........................................................................................................134 Participants and spectators .................................................................................134 Event profile: identifying stakeholders and their roles 1 35 Sourcing events ..................................................................................................136 In-house events 136 Pitching and tendering for events 136 Bidding jor events 137 Franchising events 138 Creating the event concept .................................................................................138 Defining the purpose oj the event 138 Identifying the event audience 139 Deciding the timing of the event 139 Choosing the event venue 139 Choosing the event concept 140 Summarising the process of creating the event concept 141 Designing the event experience 141 Event profile: The National Event Summit 2009 142 Evaluating the event concept ..............................................................................143 The marketing screen 143 The operations screen 143 The financial screen 144 Event profile: Sony PlayStation ¡Oth Anniversary Party 144 Summary 146 Questions 146 Case study: Seven Deadly Sins corporate event 147 References 151 CHAPTER 6 Project management for events 153 Introduction .......................................................................................................154 Project management ...........................................................................................154 Event profile: Applying project management to event planning 156 Phases of the project management of events .......................................................157 initiation 158 Planning 158 Implementation 158 The event 159 Shutdown 159 Knowledge areas Role of the project manager Key competencies of a project manager in events ] 6 ! Project management techniques ......................................................................... Defining the project and scope oj work ! 63 Creating a work breakdown structure Analysing the resources Identifying tasks and responsibilities 166 Scheduling 166 Responsibilities — from documents to deliverables 170 Payback period and return on investment 171 Monitoring the project Delegation and self-control 173 Quality l7_3 Work in progress report 173 Project evaluation ...............................................................................................1 ^ Project management systems and software .........................................................1 ° Limitations of the project management approach to event management ............177 Convergence .......................................................................................................178 Summary 179 Questions 179 Case study: Using spreadsheets to plan an event 1 ^ Case study: Ha il Desert Festival 1^3 References 1^6 CHAPTER 7 Financial management and events 187 Introduction .......................................................................................................188 Forecasting finance and ROI ...............................................................................190 The budget .........................................................................................................192 Constructing the budget 192 Control and financial ratios ................................................................................197 The break-even chart 197 Ratio analysis 198 Cashflow 199 Costing and estimating .......................................................................................201 Tips on reducing costs 204 Revenue 205 Tips for increasing projected income 207 Financiai reporting 208 Event profile: Cost blow-out forced Fringe action 209 Summary 210 Questions 210 Case study: Pricing event management service 2 Ю References 214 Further reading 214 CHAPTER 8 Human resource management and events 215 Introduction .......................... 216 Considerations associated with human resource planning for events .................216 The human resource planning process for events ...............................................216 Event profile: Cherry Creek Arts Festival volunteer program 217 Human resource strategy and objectives 218 Policies and procedures ТІЛ Recruitment, selection and induction Tib Training and professional development 237 Supervision and evaluation 238 Termination, outplacement and re-enlistment 240 Evaluation of process and outcomes 241 Motivating staff and volunteers ...........................................................................243 Content theories 243 Process theories 245 Building effective staff and volunteer teams ........................................................246 Legal obligations .................................................................................................248 Summary 249 Questions 250 Case study: The people matrix of the Woodford Folk Festival 250 References 254 CHAPTER 9 Marketing planning for events 257 Introduction .......................................................................................................258 What is marketing? .............................................................................................258 The need for marketing 259 Events as service experiences 260 The connection between event marketing and management 261 The role of strategic marketing planning 261 Event marketing research ...................................................................................263 Analysing event environments 265 Event profile: The re-branding of Sydney s Royal Easter Slum 266 The event consumer s decision-making process 271 Event satisfaction, service quality, repeat visits 275 Steps in the marketing planning process ............................................................277 Segmenting and targeting the event market 278 Positioning the event 280 Developing event marketing objectives 281 Choosing generic marketing strategies and tactics for events 282 Selecting the event s services marketing mix 283 Planning event product experiences ..................................................................284 Developing the event 284 Programming the event 286 Packaging the event 287 People and partnerships .....................................................................................288 Pricing ................................................................................................................289 Event place , physical setting and processes .......................................................291 Eveni profile: Manly Musical Society 293 The marketing plan ............................................................................................294 Summary 294 Questions 295 Case study: LAN Brazilian Festa at the ME Bank Starlight Cinema 295 Case study: The Growth and Development of the Middle East International Film Festival, Abu Dhabi. 299 References 304 CHAPTER 10 Promotion: integrated marketing communication for events 307 Introduction .......................................................................................................308 Application of IMC .............................................................................................309 Establishing the IMC budget ..............................................................................311 What the event can afford 311 Percentage oj sales method 312 Competitive parity method 312 Objective and task method 312 Elements of IMC .................................................................................................313 ¡■vent piojilc: Scotland Island Festival 314 Advertising 315 I ubln relations (publicity) 316 .Sales promotion 316 Personal selling ...................................................................................................320 .Summary 322 Questions 322 ( use study: .Sydneys Royal Easter Show 322 References 324 CHAPTER 11 Sponsorship of special events 327 Int reduction .......................................................................................................328 What is sponsorship? .........................................................................................328 Trends influencing the growth of sponsorship ....................................................329 Sponsorship benefits for events and sponsors ....................................................332 How events can benefit from sponsorship 332 Sponsors benefits — linfe with the consumer response 333 Event profile: Fujitsu and V8 336 Sponsorship leveraging — adding value to the investment 337 The jit between sponsor and sponsee 338 The value of sponsorship policy .........................................................................339 Stages in developing the event sponsorship strategy ...........................................340 Profiling the event audience 340 Establishing what the event can offer potential sponsors 340 Building the event sponsorship list 341 Matching event benefits with potential sponsors 342 The sponsorship pitch 343 Managing sponsorships ......................................................................................347 Techniques for effective sponsorship management 348 Sponsorship management plans to service sponsors 349 Measuring and evaluating the sponsorship .........................................................351 Summary 352 Questions 352 Case study: NSW Fire Brigades and McDonalds 353 References 355 Further reading 357 CONTENTS CHAPTER 12 Sustainable event management Introduction ............................................................... The environmental impacts of event production ......... Sustainable purchasing in event planning Sustainable energy use in event production Sustainable waste management in event production ¡vent profile: Splendour In the (nass 200і) Sustainable transport solutions in event production Sustainable water and sanitation ¡or event prodm lion Sustainability policy lor events management ............... Best practice, certilication, measurement ..................... Measuiing environmental impatts o¡ event prodm tion Sustainable event indust ι v organivitwns Green event (crtijuation and guidelines Sustainable events ........................................................ Summary- Questions Case study: WOMMIelaide 2005 References CHAPTER 13 Hvent tourism planning Int roduction ............................................................................. Developing destination-based event tourism strategies ............. The event tourism strategic planning process ........................... Situational analysis ................................................................... livent profile: South Australian festivals: /wire lhe impml or half the auiliciuď Development ol event tourism goals ......................................... Leveraging events for economic gain Geographic dispersal of economic benefits flowing from tourism Destination branding Destination marketing Creating off-season demand for tourism industry services Enhancing visitor experiences Catalyst for expansion and/or improvement of infrastructure Progression of a destination s social, cultural and/or environmental agenda Measuring progress towards event tourism goals ...................... Creation of an event tourism organisational structure .............. Development of an event tourism strategy ................................ Existing event development Event bidding New event creation General considerations in event (purism strategy seíccíion Implementation of an event tourism strategy ........................... Financial support Ownership Bid development and bid support services Event sector development services 35Q .360 .360 361 362 364 5оЧ 371 372 .374 .374 375 575 376 . 577 381 381 W 384 І87 .388 .388 . 388 . 384 540 .344 344 344 344 345 346 346 348 148 .348 .344 .401 401 401 402 402 .403 403 405 405 405 Coordination Event/destination promotion services Other Evaluation of an event tourism strategy .................... Tourism events and regional development ............... Summary Questions Case study: Barossa Under The Stars musk concai References 406 407 410 ..411 ..412 412 413 413 415 PART 3: EVENT OPERATIONS AND EVALUATION CHAPTER 14 Staging events 421 Introduction .......................................................................................................422 Theming and event design .................................................................................422 Programming ......................................................................................................423 Choice of venue ..................................................................................................424 Audience and guests ...........................................................................................426 The stage ............................................................................................................427 Power .................................................................................................................430 Lights .................................................................................................................430 Event profile: Innovation and flexibility in staging 431 Sound .................................................................................................................432 Audiovisual and special effects ...........................................................................434 Props and decoration ..........................................................................................435 Catering ..............................................................................................................435 Performers ..........................................................................................................437 The crew ............................................................................................................438 Hospitality ..........................................................................................................438 The production schedule ....................................................................................440 Recording the event ............................................................................................441 Contingencies .....................................................................................................441 Summary 442 Questions 442 Case study: Eestivai of the Olive 443 Case study: Al Mahabba Awards Festival 2008 Abu Dhabi, IME 447 References 449 CHAPTER 15 Logistics 451 Introduction ............................. 452 What is logistics? ....................... 452 The elements of event logistics ............................. 453 Supply of the customer ........................... 454 Linfe with marketing and promotion 454 Ticketing 455 Queuing 458 Customer transport 45g Supply of product — product portfolio ..............................................................461 CONTENTS Transport 461 Accommodation 462 Artists needs on site 462 Supply of facilities ..............................................................................................462 On-site logistics ..................................................................................................464 Flow 464 Communication 465 Amenities and solid waste management 467 Consumables — food and beverage 470 VIP and media requirements 471 Emergency procedures 473 Shutdown ...........................................................................................................474 Event profile: Clean-up 470 Techniques of logistics management ...................................................................477 The event logistics manager 477 Síře or venue map 482 Negotiation and assessment ................................................................................483 Control of events logistics ...................................................................................484 Evaluation of logistics .........................................................................................484 The logistics or operations plan ..........................................................................485 Summary 485 Questions 486 Case study: Breakfast on the Bridge: on-lhe-dav logistics 486 References 489 CHAPTER 16 Event evaluation and research 491 Introduction .......................................................................................................492 What is event evaluation? ...................................................................................492 Event impacts and evaluation .............................................................................492 Post-event evaluation ..........................................................................................494 Measurement of event outcomes 494 Creation of a demographic profile of the event audience 494 Identification of how the event can be improved 494 Enhancement of event reputation 495 Evaluation of event management processes 495 Knowledge management .....................................................................................495 The event evaluation process ..............................................................................496 Planning and identification of event data required 496 Data collection 497 Data analysis 503 Reporting 504 Dissemination 504 Evrni profile: Floriade 504 Encore Festival and Event Evaluation Kit 507 Summary 510 Questions 510 Case study: Triple-bottom-line event evaluation and the 2010 CountryLink Parkes Elvis Eestivai 51 1 References 514 PART 4: LEGAL, RISK AND OHS MANAGEMENT AND EVALUATION CHAPTER 17 Legal issues of event management 519 Introduction .......................................................................................................520 Contracts ............................................................................................................521 Contract management 523 Entertainment 524 Venue 525 Sponsor 525 Broadcast 525 Suppliers 526 Constructing a contract ......................................................................................527 Trademarks and logos .........................................................................................528 Duty of care ........................................................................................................528 Legal issues with marketing events .....................................................................530 Insurance ............................................................................................................531 Event profile: So you think you have insurance! 533 Regulations, licences and permits .......................................................................533 Summary 536 Questions 537 Case study: South Australian Brewing Company Pív Ltd v Carlton & United Breweries Ltd (2001) 537 References 541 CHAPTER 18 Risk management Introduction ............................................................... Risk management process ........................................... Understanding context Identifying risks Analysis and evaluation of the risk Control Mitigating actions Further risk management methodologies Specific event risks Event profile: Crowd control at the Chinese Olympics Review Occupational health and safety (OHS) and events ...... Consultation Summary Questions Case study: The Hajj of 2009 and the H1S1 virus References 543 ..544 ..544 547 549 552 553 554 555 558 561 562 ..562 562 565 565 566 568 Index 570 FESTIVAL & SPECIAL EVENT MANAGEMENT Festival & Special Event Management continues the comprehensive overview of the theory and procedures associated with festivals and special events established in previous editions. The new edition of this market-leading text introduces developments and professional tools , and considers the globalisation and subsequent internationalisation of event management. The role of marketing and communication, environmental planning, the increasing role of governments through the creation of event strategies, and the different perspectives of event management are all discussed. This edition aims to embrace and extend the growing body of knowledge relating to event management by tracking many of the recent changes and developments in the field. Festival & Special Event Management offers a current and relevant text for sludv and professional reference. FEATURES • End-of-chapter case studies profile staged events to illustrate various concepts as presented in the text. • Industry professionals present real-world examples. • Event profile vignettes feature the diversity of events, the individuals who work within the industry and the process of formulating and organising an event. Festival & Special Event Management brings together a team of experienced authors who have taught event management throughout Australia and in locations as diverse as Kuala Lumpur, Beijing. Edinburgh. Auckland and Cape Town.
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