Course Outline GM 0608 EVENT MANAGEMENT

Transcription

1 Graduate School; School of Business, Economics and Law University of Gothenburg May 2011 Responsible: Prof. Tommy D. Andersson Lectures: Prof. Tommy D. Andersson, Prof. Harald Dolles, Lecturer Mia Larson, PhD COURSE OUTLINE Events are globally important in social and economic terms, are increasingly viewed as an essential sector of tourism, and are crucial in destination marketing. There are many cities that target the events sector and many venues where events are produced. This course therefore provides a comprehensive overview of events management, covering all types of event destinations, venues and operations. Specific attention is paid to the analysis, management and monitoring of the economic and tourism benefits of the events sector. Learning Objectives: Understand the nature and significance of events in the context of destination management and tourism. Analyse the scope and potential of the events sector. Application of generic management and marketing principles to the planning, monitoring and evaluation of events. Appraisal of the relevant research, case studies and literature on event management. COURSE CONTENT Each lecture is accompanied by powerpoint notes, textbook chapters and required readings. A final exam will be scheduled. Study questions are provided for each lecture. They are based on the lecture notes (powerpoint slides) and readings. 1

2 Readings are from the book Event Management and Event Tourism, second edition, by Donald Getz. Additional readings are provided when appropriate. The course also builds on team projects that aim at synthesizing knowledge and understanding. The group work s progress should be presented (power point presentations, max. 10 minutes per team) at the beginning of every following lecture. All team members are expected to contribute to those presentations. A one page written summary of the achievements should be provided to the lecturer in hard-copy at least ahead of the presentation and a soft-copy to be send by . Overview and Sequence: Lecture 1: Introduction to Events, Event Management and Event Tourism Lecture 2: Planning Events; Site Planning, Operations and Logistics Lecture 3: Destination Planning for Event Tourism Lecture 4: The Event Experience, Programming and Quality Management Lecture 5: Organization and Co-ordination; Human Resource Management; Volunteers Lecture 6: Acquiring Resources and Financial Management Lecture 7: Safety, Health, Risk Management and Security Lecture 8: Marketing and Market Research; Communications Lecture 9: Evaluation and Impact Assessment Lecture 10: Cost Benefit Analysis of Events Lecture 11: Event Studies 2

3 LECTURE 1: INTRODUCTION TO EVENTS, EVENT MANAGEMENT AND EVENT TOURISM - Event management and event studies - Concepts and definitions; typology of events - Careers and professionalism in the events field - Event management system model Chapters 1 and 2 of Event Management and Event Tourism (2005) Dolles, H. & Söderman, S. (2008) Mega-Sporting Events in Asia: Impacts on Society, Business & Management An Introduction, Asian Business & Management, 7(2): Getz, D., Andersson, T.D. & Carlsen, J. (2010) Festival Management Studies: Developing a Framework and Priorities for comparative and Cross-Cultural Research, International Journal of Event and Festival Management, 1(1): Reflection: In pairs, discuss events that you have participated in either as a volunteer, spectator or organiser. What type of event was it? When and where was it held? Was it well-organised? Were there any problems associated with the event? Do you recall anything special about the event? Overall, was your experience of the event positive or negative? 1: Define the main types of planned event (the typology) and key terms used in describing events (e.g., special event; mega, hallmark, cause-related and media events) 2: What are the different ways of specializing in event management? (refer to the model: studying event management ). 3: How can the event management system model be used by managers? (e.g., as an open-system diagnostic tool ; refer to resources, inputs and outputs, the environments and environmental scanning; refer to stakeholder management ). 4: What are the major reasons why some events fail? Team Project 1 Divide into small teams. Analyse the calendar(s) of events for the national capital city (cities) of your county (countries) in 2010, 2011 and Construct a typology of events noting what type of events (using the Getz 2005 typology of planned events) and the timing of the events. Based on this analysis, select an event type and date for a hypothetical one-time event in your national capital (in one of the national capitals within your team) in either 2011, 2012 or

4 LECTURE 2: PLANNING EVENTS; SITE PLANNING; OPERATIONS AND LOGISTICS - Presentation of team project 1 - Project planning and scheduling - Business and strategic plans for vents - The operations plan - Green operations and sustainable events - Site planning (including festival places) - Logistics; traffic management Chapters 3 and 4 of Event Management and Event Tourism (2005) Dolles, H. & Söderman, S. (2010) Addressing Ecology and Sustainability in Mega-sporting Events: The 2006 Football World Cup in Germany, Journal of Management & Organization, 16(4): Team Project 2 Select a venue for your hypothetical event in your national capital city (in one of the national capitals within your team) applying the site planning principles of Getz Consider the type of event and the most appropriate setting, location and site. Consider the greening of events, especially outdoor events and minimising the potential impact on the environment of your event. 1: Explain the project planning process for a one-time event. 2: What special issues are likely to occur in event project planning (specifically fast tracking and scope creep )? Discuss the implications. 3: Describe how to conduct a task analysis and explain how it links to scheduling and costing. 4: Why should a business plan and strategic plan be prepared? What are their components? 5: What are the main components of the operations plan? 6: Define logistics and give examples from event management. 7: Describe how the major site planning principles can be applied to a festival place. 8: What are the three R s applied to green events? 4

5 LECTURE 3: EVENT TOURISM - Presentation of team project 2 - The economic and tourism-related roles of events; goals - Destination planning, policy and marketing for event tourism; strategies - Developing an event tourism portfolio - Bidding on events - Leveraging events; media management to promote the destination Chapter 5 of Event Management and Event Tourism (2005) Getz, D., Andersson, T.D. & Carlsen, J. (2010) Festival Management Studies: Developing a Framework and Priorities for comparative and Cross-Cultural Research, International Journal of Event and Festival Management, 1(1): Team Project 3 Identify the current tourism trends for the national capital city selected that will influence your hypothetical event. Describe the main forms of tourism and the main tourism attractions of the selected national capital city. Identify the peak, shoulder and low tourism seasons. Describe how your event can be linked to tourism and destination promotion. 1: Explain the 5 economic and tourism roles of events; specify related goals and strategies for each. 2: Explain the destination event portfolio as an event tourism planning and evaluation tool; why are hallmark events more important than mega-events? 3: What are the key strategies for leveraging benefits from events? How is media management related to event tourism? 4: Who bids on events and why? What is a typical bid process? 5

6 LECTURE 4: THE EVENT EXPERIENCE, PROGRAMMING AND QUALITY MANAGEMENT - Presentation of team project 3 - Program planning and the portfolio concept - The elements of style - The program life cycle - Program and service quality - Quality management Chapter 6 of Event Management and Event Tourism (2005) Team Project 4 Plan a program for your event including elements of style, experience and celebration. Generate different ideas through brainstorming then screen, test and refine those ideas. Discuss how you will mange the quality of the event and overall experience that you will provide. 1: What are the main steps in program planning for events? 2: Explain the programming portfolio concept and how the value of programs can be determined. 3: Define elements of style. Illustrate how they can be used in programming a specific type of event. What elements of style are most associated with festivals? 4: How is the life cycle model applied to events and to event programs? 5: How are program and service quality defined and measured? 6: Outline the process of quality management for events. 7: For each of the service quality elements give an example to show how events can increase their customers satisfaction. 6

7 LECTURE 5: ORGANIZATION AND CO-ORDINATION; HUMAN RESOURCE MANAGEMENT; VOLUNTEERS - Presentation of team project 4 - Perspectives on event organizations (Who does it, and why?) - Organizational structures for events - Organizational culture and the learning organization - Special human resource issues for Events - Volunteer motivation and management Chapters 7 and 8 of Event Management and Event Tourism (2005) Larson, M. (2009) Joint Event Production in the Jungle, the Park, and the Garden: Metaphors of Event Networks, Tourism Management, 30(3): Team Project 5 Propose an organisational structure for your event, Define the roles and responsibilities of staff and volunteers in your event organisation. Develop a Human Resource Plan to recruit, manage and motivate event volunteers needed before and during the event. 1: Explain the fundamental differences in mandates and goals between the three generic types of event organizations. 2: What is organizational culture and why is it an important consideration when setting up an event organization? 3: What can be done to create a learning organization? Why is this important? 4: What are the main human resource management challenges facing events? Are they unique to events? 5: Explain why people would volunteer for a particular type of event. How do you use this knowledge to motivate them? 6: What is volunteer burn-out and how can it be prevented? And rust-out? 7

8 LECTURE 6: ACQUIRING RESOURCES AND FINANCIAL MANAGEMENT - Presentation of team project 5 - Why and how to do a feasibility study - Generating revenue (client fees; grants; fund raising) - Sponsorship - Admission fees; break-even analysis - Merchandising and licensing - Financial management; the budget Chapter 9 of Event Management and Event Tourism (2005) Andersson, T. & Getz D. (2007) Resource Dependency, Costs and Revenues of a Street Festival, Tourism Economics, 13(1): Team Project 6 Identify revenue sources for your event, as well as the main fixed and variable costs associated with the event. Identify the break-even point for the event the break-even price of entry for the event. List the potential benefits that you will offer sponsors. Provide a summary account of the event revenue and expenditure. 1: What are the reasons for conducting an event feasibility study? Outline the process. 2: How is the budget a planning tool? How is it linked to task analysis and scheduling? 3: How is break-even analysis used in event budgeting? 4: Discuss the merits of free admission versus alternative admission fee structures. 5: What benefits do events and corporations want from event sponsorships? What are the major risks, including ambush marketing? 6: What are the main criteria used by potential sponsors to make a sponsorship decision? 7: Outline the event sponsorship framework including examples of the different platforms. 8

9 LECTURE 7: SAFETY, HEALTH, RISK MANAGEMENT AND SECURITY - Presentation of team project 6 - Special hazards and threats associated with events - The comprehensive health and safety plan - The comprehensive risk management plan - Alcohol risk management - Crowd management and control Chapter 10 of Event Management and Event Tourism (2005) Team Project 7 Identify the main safety, health and security risks associated with the event. Develop strategies for managing these risks in order of priority. Develop a Health and Safety plan that covers the main forms of risks identified. Demonstrate that you have embraced the principles of CSR in your event. 1: What unique risks are associated with events, for organizers, participants, sponsors, guests and the general public? 2: Describe the main elements in a health and safety plan. Include a discussion of how site capacity is important and how it can be determined. 3: Define risk management for event managers. Give examples of the special risks for events. 4: Outline a risk management plan including generic strategies for dealing with risks. 5: What are the main principles of alcohol risk management? What related training is needed for staff and volunteers? 6: Distinguish between crowd management and crowd control. Give examples. 9

10 LECTURE 8: MARKETING, MARKET RESEARCH, AND COMMUNICATIONS - Presentation of team project 7 - The marketing mix for events - Marketing planning and measuring demand - Motivations for attending events; tourists and residents - Segmentation and selecting target markets; benefits - Marketing strategies - Market research; surveys - The communications mix - Sponsor-event fit - Packaging Chapters 11, 12, 13 of Event Management and Event Tourism (2005) Dolles, H. & Söderman, S. (2010) Sponsoring the Bejing Olympic Games Patterns of Sponsor Advertising, Asia Pacific Journal of Marketing and Logistics, 22(1): Dolles, H. & Söderman, S. (2018) Formula One in the US. Interview with Joie Chitwood III President and Chief Operating Officer Indianapolis Motor Speedway LLC, International Journal of Sports Marketing & Sponsorship, 10(1): Team Project 8 Identify the marketing mix for your event. Plan your marketing and estimate the likely demand, penetration rate and market segments that you could target. Design a communication mix to maximise exposure and attendance of your event. 1: What are the marketing mix elements for events (distinguish between experiential and facilitating components )? 2: How do you create a tourist orientation for events? Why, and how, are the needs and preferences of tourists different from those of residents when attending events? 10

11 3: In the practical marketing and segmentation strategy for events, why should the marketer distinguish between local and regional market areas and other markets? 4: How are intrinsic and extrinsic motives different? Why are some people attracted for generic reasons and other for event-specific reasons? 5: What are the six main categories of segmentation and how are they applicable to event marketing? 6: Discuss why packaging is vital for event tourism. 7: How do you use the framework for targeted event packaging? develop a package. 8: What are the main elements in the communications mix? 9: Why and how are visitor and market area surveys conducted? LECTURE 9: EVALUATION AND IMPACT ASSESSMENT - Presentation of team project 8 - Evaluation concepts and methods - Economic impact assessment - How to maximize the economic benefits of events - Costs and benefits evaluation; the distribution of costs and benefits Chapter 13 of Event Management and Event Tourism (2005) Andersson, T., Armbrecht, J. & Lundberg, E. (2008) Impact of Mega-events on the Economy, Asian Business & Management, 7(2): Team Project 9 Estimate the economic benefits that will flow from your event for the city and compare those with the estimated costs. Identify other intangible costs and benefits of your event and place a value on those. Determine whether the net benefits of your event are positive or negative. 11

12 1: What evaluation methods are suitable for sponsorship accountability, social and environmental impacts, and for improving management effectiveness and efficiency? 2: On an event visitor survey, what are the crucial questions needed to assess economic impacts? Explain the attribution problem. 3: What can be done to maximize economic benefits of events to the host community? 4: Why is the distribution of costs and benefits an even more important issue than estimation of total economic impacts? LECTURE 10 COST BENEFIT ANALYSIS OF EVENTS Topics - Presentation of team project 9 - Economic evaluation research - The economic value and consumer surplus - Methods for measuring willingness-to-pay - The multiplier and the attribution problem Readings Andersson, T., Armbrecht, J. & Lundberg, E. (2008) Impact of Mega-events on the Economy, Asian Business & Management, 7(2): Andersson, T. & Getz D. (2007) Resource Dependency, Costs and Revenues of a Street Festival, Tourism Economics, 13(1): Team Project 10 Present the hypotetical event of your team in its final outline to the class. Each group will have 25 minutes to profile the event, the venue, the program, event tourism, sponsorship and the management, marketing and evaluation of the event. Study Questions 1. Give examples of important tangible and intangible costs and benefits linked to events. 2. Discuss the value of an event in relation to financial impacts. 12

13 3. How is it possible to measure the "true" economic value? 4. Discuss when and why it is important to consider the opportunity cost. LECTURE 11: EVENT STUDIES Topics - Presentation of team project 10 - What are event studies? - Major themes and core phenomenon - Developing the body of knowledge Readings Geetz, D. (2007) Event Studies. Theory, research and policy for planned events (Chapter 1) No Study Questions Final preparation for examinations The slides used for presenting team project 10 should be send to the lecturer(s) involved ahead of the presentation by . There is no handout (summary) needed for this presentation. BIBLIOGRAPHY Periodicals, e.g. Event Management (formerly Festival Management and Event Tourism) Journal of Convention and Exhibition Management (Re-named recently as Convention and Event Management) International Journal of Sport Marketing and Sponsorship 13

14 Books, e.g. American Sport Education Program (eds)(1996) Event Management for Sport Directors. American Sport Education Program. Champaign, Ill.: Human Kinetics. Andersson, Tommy D. et al. (1999) The Impact of Mega Events. Ostersund, Sweden: ETOUR. Crompton, John L. (1999) Measuring the economic impact of visitors to sports tournaments and special events. Ashburn, Va.: Division of Professional Services, National Recreation and Park Association. Getz, Donald (2005) Event Management & Event Tourism. 2 nd ed. New York: Cognizant. Getz, Donald (2007) Event Studies. Theory, research and policy for planned events. Oxford: Butterworth-Heinemann Goldblatt, Joe Jeff, and McKibben, Carol F. (eds) in conjunction with the International Special Events Society (ISES)(1996) The Dictionary of Event Management. New York: Wiley. Goldblatt, Joe Jeff (2002) Special Events. 3 rd ed. New York: Wiley. Graham, Stedman, Goldblatt, Joe, and Neirotti, Lisa (2001) The Ultimate Guide to Sports Marketing. 2 nd ed. Chicago: Irwin. McCabe, Vivienne, Poole, Barry, Weeks, Paul, and Leiper Neil (2000) Business and Management of Conventions. Brisbane: Wiley. Allen, Johnny, McDonnell, Ian, Allen, Johnny, and O'Toole, William (2010) Festival and Special Event Management. 4 th ed. Brisbane: Wiley Kent, Penny (2006) The Art of the Show: An Introduction to the Study of Exposition Management. 3 rd ed. Dallas: IAEM Foundation. Mossberg, Lena (ed.)(2000) Evaluation of Events: Scandinavian Experiences. New York: Cognizant. O Toole, William, and Mikolaitis, Phyllis (2002) Corporate Event Project Management. New York: Wiley. Travel Industry Association of America (1999) Profile of Travelers Who Attend Sports Events: A Special Study Based on TravelScope. Washington, D.C. : Travel Industry Association of America Shone, Anton, and Parry, Bryn (2007) Successful Event Management: A Practical Handbook. 2 nd ed. London: Continuum. Skinner, Bruce E., and Rukavina, Vladimir (2003) Event Sponsorship. Hoboken, NJ: Wiley. Tarlow, Peter E. (2002) Event Risk Management and Safety. New York: Wiley. 14