Special Event Management • Chapter 10 1 Learning Outcomes • Apply advice from professionals working in special event management • Identify skills necessary for a successful event planner • Summarize the history and growth of special events as a profession • Recognize and explain trends that are shaping the special event management 2
Learning Outcomes cont. • Recall facts related to event management careers in general and the specific settings of: ‣ Special Event and Meeting Management Firms ‣ Event Management in Corporate or Organizational Settings ‣ Event Management in Hospitality and Venue Settings • Summarize future opportunities and challenges facing event management professionals 3 Pursue Your Passion for Events—And Get Paid! • Everyone attends special events. Types include meetings and conferences, social events, festivals and concerts, private events and more…. • Here are some examples of recent graduates’ jobs from the authors’ university: ‣ High-tech online auction firm tradeshows ‣ Habitat restoration events at national recreation area ‣ Farmers Markets for a special retail district ‣ Short term sta ffi ng for large-scale conferences 4
History of Professional Event Management • People have gathered for eons. Why? ‣ To Trade ‣ To Celebrate ‣ To Entertain ‣ To Worship ‣ To Maintain Cultural Ties 5 Growth of Professional Event Management • The industrial revolution spurred expansion • The growing middle class increased opportunities • Growth spurred professionalization ‣ Best practices ‣ Codes of ethics ‣ Career tracks • The event professional, or person paid to plan and implement the event, evolved right along with society. Now we see increasingly complex specialization. 6
Event Management Today • What makes an event “special” from an event management perspective? ‣ Infrequent scheduling ‣ Novelty ‣ Other non-routine feature(s) • The term “event” implies that structure and planning are required • A special event is a non-routine, but structured, activity designed and implemented to achieve the sponsor’s (or client’s) objectives 7 Many Events, Many Benefits • Community events may be seasonal or celebrate a holiday, or they may be a tournament or festival • A non-profit organization’s event may be a fund-raiser, a “valued member” service, or a way to express appreciation for volunteers, donors, and other supports • A university special event may be a part of a community outreach strategy or a way to encourage alumni to return to campus and contribute • A business special event may be part of a sales campaign, a way to draw attention to a new product, service, or location, to secure customer loyalty or for other strategic objectives 8
Many Skills, May Benefits Revisit Table 1.1 in Chapter 1, then complete the “Benefits” table Community NPO University Business Festival Fundraiser Outreach Product Launch Personal Socio-Cultural Economic Environmental 9 Many Skills, May Benefits How can events advance or restrain the “So Importants” of social and environmental justice introduced in Chapter 1? Community NPO University Business Festival Fundraiser Outreach Product Launch Personal Socio-Cultural Economic Environmental 10
Trends in Event Management • Keeping current is essential. ‣ Demographic trends ‣ Lifestyle trends ‣ Entertainment trends • Current Trends ‣ Creativity ‣ Accountability and Return on Investment [ROI] ‣ Sustainability ‣ Inclusion ‣ Safety and Security ‣ Technology (including social networking) 11 Trends in Event Management Identify ways that social media and personal communication devices have transformed the meeting and event industry…. Meetings and Conferences Special Events and Festivals 12
Careers in Event Management • Jobs in every sector of society • Valued Skills include these and more: ‣ Time management ‣ Multi-tasking ability (work on multiple events with cascading deadlines) ‣ Stay calm in midst of chaos ‣ Resourcefulness ‣ Stamina ‣ Creativity ‣ Team-player attitude 13 Knowing the Business of Event Management Means … • Understanding contracts • Understanding outcomes ‣ ROI ✦ Visibility/Transparency (i.e. prove and show fiscal responsibility ✦ Measureable outcomes (i.e., skills development. sales leads, visibility) ✦ Customer/client satisfaction • Delivering memorable events on-time and on-budget • Understanding industry-specific vocabulary 14
What You Should Know About Careers Special Event Management • Do you have the skills, talent and passion? • Can you function in fluid, team situations with multiple partners? • Can you get hands-on experience? • Are your oral and written communication skills superb? • Can you get work and outcomes done through others (e.g., vendors, contractors, volunteers). 15 Career Areas in Special Event Management • Special Event and Meeting Planning and Management Firms • Event Management in Corporate or Organizational Settings • Event Management in Hospitality and Venue Settings 16
Special Event and Meeting Planning Firms Serve their clients through a network of venues (e.g., facilities) and vendors (e.g. specialized service providers such as caterers, florists, entertainers). Passions Pay & Perks Pay ranges from hourly to career- The successful event planner in this level salaries. Perks can be very arena enjoys event planning, and lots creative and include travel, gift/ of it. Most firms have divisions for product samples, and invitations to both events and sales. destinations. You may be able to own your own business. 17 Special Event and Meeting Planning Firms Preparation Possibilities College degree preferred; Experience Incentive Travel Firms Destination Management required. Companies (DMOs) Independent Event Attention to detail and Firms multi-tasking. Festival Management Firms Resourcefulness and creative Public Relations and problem solving skills are highly Advertising Firms valued. 18
Organizational Event Management • Putting your event management skills toward a good cause…. Passions Pay & Perks Help save the world…or a little part Wages are hourly to executive level. of it. Travel perks, lots of hospitality- related functions. Loves cause-related marketing, Those in the non-profit sector often corporate work environments and report the highest levels of job product launches. satisfaction 19 Organizational Event Planning Preparation Possibilities Corporations Trade and professional College degree is preferred; Sector associations knowledge is required. Non-profit and Non-governmental Orgs Learn to translate event outcomes Educational institutions into organizational goals. Governmental organizations 20
Hospitality and Venue Settings The hospitality sector has expanded to support special events, meetings, tradeshows and conferences in both large cities and small communities. Sports venues are a growth area as sports and entertainment are increasingly intertwined. Passions Pay & Perks Pay ranges from hourly to executive. The event manager in this arena is Good opportunities for advancement drawn to working in a special “built” early in career. Mobility within the environment where onsite meetings, company can lead to opportunities celebrations, sports, and/or to move around the U.S. or other entertainment take place countries 21 Hospitality and Venue Settings Preparation Possibilities College degree preferred, Attractions such as theme parks, experience required. museums, art galleries Country clubs and Fitness Hospitality or facility facilities management experience will Cruise lines help you get ahead. Hotels and Resorts Networking and internships Specialized entertainment venues get you started and ahead. such as stadiums, arenas, Supervisory experience is a auditoriums and concert halls plus. Tourism Organizations 22
Professional Organizations • Dozens of professional organizations and associations. ‣ For Meetings & Conventions ✦ Convention Industry Council (CIC) ✦ Meeting Professionals International (MPI) ‣ For Festivals and Special Events ✦ International Festival Association (IFEA) ✦ International Special Events Society (ISES) 23 Certifications • Certifications are growing in importance as the industry matures. There are many, but a few key certifications include: • Sponsored by the Convention Industry Council (CIC) ‣ Certified Meeting Professional (CMP) ‣ The Accepted Practices Exchange (APEX)-a collection of best practices • Other certifications ‣ Certification in Meeting Management (CMM) ‣ Certified Meeting Professional (CMP) 24
Gaining Experience • Plan small or local events ‣ For a campus club or organization ‣ Help with a non-profit fund-raiser ‣ Assist with a local tradeshow • Refine your resume ‣ Highlight management experience ‣ Emphasize outcomes • Network • Choose the right internship 25 Future Opportunities, Issues and Challenges • Poised for Continued Growth • The Economy Influences the Industry ‣ Good economic times = Generous budgets and opportunities ‣ Tight economic times = Downsizing and outsourcing • Natural events/disasters can influence the industry for years • Good Planners adopt a longer view: ‣ Understand the cyclical nature of the industry ‣ Save a portion of income for slow cycles ‣ Recognize that events will always be a part of society 26
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