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Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e. Special Events. John R. Walker. Chapter 13. What Event Planners Do. Event planning is a general term that refers to a career path in the growing field of special events
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Introduction to Hospitality, 6e and Introduction to Hospitality Management, 4e Special Events John R. Walker Chapter 13
What Event Planners Do • Event planning is a general term that refers to a career path in the growing field of special events • Its forecast includes a growing demand for current and future employment opportunities • The title event planner was first introduced at hotels and convention centers
What Event Planners Do • Person responsible for planning the event from start to finish • Setting the date and location • Advertising the event • Providing refreshments • Arranging catering, speakers, or entertainment • There is variety of skills needed to be an effective planner
Event Management • Requires vision and leader-manager skills • Key result areas: • Marketing • Financial • Operational • Legal • To gain business, event managers prepare a proposal for the client’s approval and contract signature
Event Management • Sponsorships are important in event management • Sponsors provide money or in-kind contributions and in return receive recognition including use or display of their logo’s • Sponsors expect something in return for their financial contribution
Event Management • Events can be costly • In addition to advertising, there is a location charge, security costs, labor costs, and production costs • Usually, the event manager has a good estimate of the number of ticket sales expected
Event Management • Event management also takes place at convention centers and hotels, where event managers handle all the arrangements after the sales manager has completed the contract • The booking manager is critical to the success of the event by booking the correct space and working with the organizers to help them save money by allocating only the space really needed
Event Planning • The first stage of event planning is the research stage and should answer the following questions: • Why should a special event be held? • Who should hold it? • Where should it be held? • What should be the focus of the event? • What outcomes are expected? • Second stage: • Design: • Allows freedom in creativity and the implementation of new ideas that support the objectives of the special event
Event Planning • Third Stage: • Planning: • Determine budget • Selection of event site • Selection of accommodations • Travel arrangements • Negotiate contracts • Arrange catering • Arrange entertainment, speaker, music • Audiovisual needs • Create marketing plan • Prepare invitations and event packets
Event Planning • Coordination: • This may be a stressful time due to unforeseen problems occurring, or it may be a truly rewarding time with a flawless execution • Involves decision-making skills and abilities as the event progresses • Evaluation: • Should take place during each of the stages of the event planning process, and is a final step that can measure the success of the event in meeting the goals and objectives
Challenges and Tools for Event Planners and Managers • Time management • Financial management • Technology • Effective human resource management
Classifications of Special Events • Corporate events: • Annual meetings, sales meetings, new product launches, training meetings and workshops, management meetings, press meetings, incentive meetings, and awards ceremonies • Continues to lead the event business industry • Association Events: • Range from a monthly luncheon to a yearly convention • Planned 2–5 years in advance • Destination is the determining factor
Classifications of Special Events • Charity balls and fundraising events: • Unique opportunity for the event manager to work with the particular group or charity • Normally, a theme is chosen for the event
Classifications of Special Events • Social Functions: • Weddings, engagement parties, and holiday functions • Planners or managers work on a broad variety of events • SMERF (social, military, educational, religious, and fraternal organizations) is a category of organizations that fall into the social events category
Classifications of Special Events • Fairs and Festivals: • Purpose of most fairs in the United States is usually related to the agriculture industry • Festivals are planned events that are often themed to the celebration’s purpose
Classifications of Special Events • Concerts and sporting events: • Many concerts are planned as fund-raisers • Opening ceremonies, halftime, and post-game shows for sporting events provide another “arena” for an event manager to select as a career path
Classifications of Special Events • Mega Sporting Events: • Mostly sporting events • The Olympics • The World Cup • The Super Bowl • The World Series • The Masters • The U.S. Open • The British Open • US PGA Championship
Required Skills and Abilities for Event Management • Leadership skills • Ability to communicate with other departments • Delegating • Project management skills • Negotiation skills • Coordinating and delegation skills • Budgeting skills • Ability to multi-task • Enthusiasm • Effective social skills • Ability to form contacts
Special Event Organizations • International Festivals and Events Association: • Provides fund-raising and modern developmental ideas to the special events industry • Certified Festival and Event Executive: Training to enhance the level of festival management training • Meeting Planners International: • Empowers meeting professionals to increase their strategic value through education, clearly defined career pathways, and business growth opportunities (MPI Website) • Offers 2 programs: • Certified Meeting Professional • Certification in Meeting Management
Special Event Organizations • Hospitality Sales and Marketing Association International (HSMAI) is the largest and most active travel industry sales and marketing membership organization in the world, with over 7,000 members in 47 chapters from 12 countries • HSMAI’s mission is to be the leading source for sales and marketing information, knowledge, business development, and networking for professionals in tourism, travel, and hospitality
Special Event Organizations • Local Convention and Visitors Bureaus: • Not-for-profit organizations • Primary functions: • Encourage groups to hold meetings, conventions, and trade shows in the city or area it represents • Assist those groups with meeting preparations during the event • Encourage tourists to visit the historic, cultural, and recreational opportunities the destination offers
Sustainability in Special Events • Britain has recently developed a system of standards for event management, which highlights policies and procedures necessary to implement sustainability. Event managers can use these standards as a benchmark for how to train employees on proper sustainable practices before, during, and after events • Sustainable event tourism refers to the implementation of practices and procedures which help conserve both the natural environment and the special event space
The Special Events Job Market • Allow yourself to gain all the experience you can in the food and beverage aspect of the hospitality industry • The next step is obtaining a sales position • Laterally move to a catering sales position within a hotel
The Special Events Job Market • Now you can pursue several different angles: • A promotion to a convention service manager within a hotel • Moving into off-premise catering as a sales consultant • Joining a production company • Affiliating yourself with a destination management company (DMC) • After another 2 years creating and selling your heart out, you will be ready for the big leagues!
Trends • The special event industry is forecasted to grow, as clients want ever more spectacular events • Events are increasingly more complex involving multimedia presentations, elaborate staging, and frequently upscale food and beverage service • Technology presents both an opportunity and a challenge—an opportunity in that it can facilitate event planning and management and a challenge in that new software programs must be mastered
