Introduction to Events Management

1. Events Management
Exhibits
Conventions
Meetings

2. There are three (3) words to
remember when organizing
an event:
Plan.
Do.
Check.
there’s no “next time” for an
event. Careful planning and
execution is a MUST.

3. M any of us have observed events,
most of us have participated in
events but few of us have managed
events.
As an event manager, you are
there to do far more than just
observe. You are there to ensure
the smooth running of the event,
to minimize the risks and to
maximize the enjoyment of the
event audience.

4. Size of Events
MEGA EVENT
These are generally targeted
in international markets.
All such events have a specific
yield in terms of increased tourism,
media coverage and economic
impact.

5. HALLMARK EVENTS
Hallmark events are designed to
increase the appeal of specific
tourism destination or region.
MAJOR EVENTS
These events attract significant
local interest and large number
of participants as well as
generating tourism revenue.

6. MINOR EVENTS
Most events fall into
this category and it
is here that most
event managers gain
their experience.

7. Type of Events
SPORTING
Sporting events are held in
all states and territories and
they attract international
sports men and women at
the highest levels.

8. Entertainment, Arts
and Cultural Festivals

9. Commercial,
Marketing
and
Promotional
Events

10. Meetings,
Conventions
and
Exhibitions

11. Family
Events

12. Fundraising

13. Miscellaneous
Events

14. THEEVENTteam

15. Event
Manager
An EVENT MANAGER is generally
supported by at team which grows
exponentially as the event draws near. A
planning team that works together for a year
explode into a team of 500 for the short
period of the event

16. This phenomenon has been termed
the “pulsing organization” by Alvin
Toffler (1980) who coined the term to
describe organization that expand
and contract in size.

17. It is important to note
that the event manager
typically works with a
number of contractors.
This could include any
of the following:
 venue managers
 stage managers
 lighting, audio
and video
companies
 decorators and
florists
 entertainers
 employment
agencies
 rental companies

18.  public relations and
marketing consultants
 security companies
 catering companies
 cleaning companies
 ticketing operations
 printers

19. ORGANIZATIONAL
structure
STEP ZERO:

20. From a classroom perspective, the
first thing to do in events
management is to create an
organizational structure – that is
appointing or the different
personalities in the group
to create the working
committees.

21. Organizational Structure –
based from Convention and Exhibition
Manual by Latvian Consul General
Robert Lim Joseph:
It includes:
Chairperson and five
operating committees
including the secretariat.

22. Secretariat
responsible for:
• Registration
• Printing
• Documentation and language services
• Central communication and information
• Administrative services
• Information services

23. Program Committee
Takes care of the business sessions
(for conventions) opening and closing
ceremonies, promotions, physical
and technical arrangements.

24. Finance
one of the first things
that finance committee should do
is to determine the cost of events
and the sources of funds and
when these funds would be made
available.

25. Finance’s primary
source of funds is
ticket /
registration fees.
Finance should study past ticket
prices and or registration fees and
analyze if a higher fee can be
charged without significantly
reducing the attendance.

26. Some sources of
additional funds include:
• Sponsorship
• Company / product exhibits
(in the event venue)
• Donations from establishments,
professional groups and subsidies
from municipal, provincial or city
government and other agencies with
direct interest in the event.

27. Event Promotions
is directed towards attracting
participants and stimulating
support for the event.
All promotional activities must be measured
against this yardstick since promotion can be
very expensive.
Each event promotional activity must be:
attractive, cost effective, informative, timely

28. The main components of a
promotional program are:
• print materials
• personal communications
• advertising, publicity
• outdoor decors
• promotional trips
• social media

29. Print materials (like posters,
brochures, flyers) distributed to
prospective event participants have
promotional value, and must
therefore be designed with promotion
of the event in mind
Organizers of successful events
attest to the effectiveness of
telephone calls, text messages, and
personal letters to influential friends.
Personal communication is most
effective as a means of counteracting
any negative publicity that could
jeopardize event attendance.

30. Publicityis a type of
promotion that consist little or
no cost at all.
Example: words of mouth
Outdoor décor – billboards, banners and other types
of outdoor décor, in general, are very attractive but
can be expensive
Promotional trips – promotional trips (school visits,
bar tours, office blitz) are perhaps the most expensive
item in the promotional campaign but they are
absolutely necessary