1. Festive Event Management
Subject Code: CEM4103
Lecture 2
Conceptualizing and Developing
Festive Events
Developed & Presented by :
Roy Ying, Msc, MHKIoD
Note: Pictures used in this
power point file is for academic
Purpose only

2. Agenda
1. Cultural events
2. Stakeholders in festive events
3. Creating the event concept
4. Evaluating the event concept

3. What event is this?

5. Class Participation 2a (25%)
• Who is organizer?
• How money is made?
• What is the main event?

7. Thanksgiving Day
• Thanksgiving Day is a harvest festival. Popular in the
United States and Canada, it is generally seen as a day
of feasting and expressing gratitude.
• Currently, in Canada, Thanksgiving is celebrated on the
second Monday of October and in the United States, it is
celebrated on the fourth Thursday of November.
• In the US, The most important Thanksgiving event is the
Macy's Thanksgiving Day Parade in New York

8. Thanksgiving is also celebrated
in other parts of the world

9. Class Discussion
• What is the main purpose of Macy to host
this event?
• How to make this event sustainable for 84
years?
• Who’s the official TV? Is the right
exclusive?

11. Festival of Hungry Ghost
• Festival of the Hungry Ghosts marks the
day when Chinese people believe that a
door to the underworld is opened allowing
restless spirits to wander the earth.
• In the Chinese calendar, the Ghost
Festival is on the 15th night of the seventh
lunar month (14th in southern China).

12. Meng Lan (盂蘭會 )
• A very Chiu Chow tradition
• Celebrated all over Hong Kong, Kowloon
and N.T. with over 60 organizers
• What do you do in a Hungry Ghost Festive
Event?

14. Halloween
• an annual festival observed on October 31,
which commonly includes activities such
as trick-or-treating, attending
costume parties, carving jack-o'-lanterns,
bonfires, visiting haunted attractions,
playing pranks, telling scary stories, and
watching horror films.

15. New York
Halloween Parade
Ocean Park
Halloween

17. Valentine’s Day
• Most countries celebrate 14 Feb as a day of
romance, but there are exceptions.
• In Brazil, In Brazil, the Dia dos Namorados (lit.
"Day of the Enamored", or
"Boyfriends'/Girlfriends' Day") is celebrated on
June 12
• Traditional Chinese Valentine's day is called
"qixi" in pinyin, and is celebrated on the 7th day
of the 7th month of the lunar calendar,

18. Dating Party
Celebration in
Japan - Chocolate
Which
Which
one is an
one is an
event?
event?

21. HKTB’s CNY Celebration

23. Dragon Boat Festival
• Three of the most widespread activities for
Duanwu Festival are eating (and preparing)
zongzi, drinking realgar wine, and racing
dragon boats.

24. Hong Kong Dragon Boat Carnival

25. Class Discussion
• Who is the organizer of the Carnival?
• Who is the organizer of the Competition?
• Which government agency would provide
funding for this event?
• What companies would you approach to sponsor
this event?
• What are the objectives of the event?

26. Agenda
1. Cultures
2. Stakeholders in festive events
3. Creating the event concept
4. Evaluating the event concept

27. Stakeholders
• Host organization
• Host community
• Sponsors
• Media
• Co-workers
• Participants & spectators
• Others

28. Group Discussion – CNY Parade

29. Group Discussion – CNY Parade
• What is the purpose of this event?
• What are the organizer’s objectives?
• In which direction is the organizing going to achieve its
objectives?
• Who are the key stakeholders?
• What benefits does this event bring to the stakeholders?

30. Agenda
1. Cultural events
2. Stakeholders in festive events
3. Creating the event concept
4. Evaluating the event concept

31. Creating Event Concept
• In the event marketing 5W model,
Goldblatt (1997) suggests the following
questions to ask in creating event concept
– Why is the event being held?
– Who are the stakeholders?
– When should the event be held?
– Where is the best place to hold the event?
– What is the event’s content delivery?

32. Basic Research
• Look for relevant stakeholder. For
example, if you are looking to celebrate
Tuen Ng festival, you should involve
Dragon Boat Association
• Also research on commercial activities to
be generated from the event so to ensure
a financially sustainable future
• For cultural or religious events, chances
are, other cities have done it before. Draw
references to similar festive activities.

33. Agenda
1. Cultures
2. Stakeholders in festive events
3. Creating the event concept
4. Evaluating the event concept

34. Evaluating Concept
• Shone and Parry (2001) – Screening
Process
– Marketing screen
– Operations screen
– Financial screen

35. Feasibility Study
• It’s a go or no go decision
• There are five common factors (TELOS):
– Technology
– Economy
– Legal
– Operation
– Schedule

36. Technology
Technological feasibility is carried out to
determine whether the company has the
capability, in terms of software, hardware,
personnel and expertise, to handle the
completion of the project

37. Economy
• More commonly known as cost/benefit
analysis, the procedure is to determine the
benefits and savings that are expected
from a candidate system and compare
them with costs.
• Time-based study: This is an analysis of
the time required to achieve a return on
investments. The future value of a project
is also a factor.

38. Legal
Determines whether the proposed project
and its processes are is in compliance with
legal requirements
• Examples of issues related to events:
– Anti-spam legislation
– Labour ordinance
– Tax
– Licenses (i.e., lucky draw, fireworks)

39. Operations
• Operational feasibility is a measure of how
well a proposed an event plan can carry
out the event, and takes advantage of the
opportunities identified during scope
definition and how it satisfies the
objectives identified in the project charter

40. Schedule
• Typically this means estimating how long
the system will take to develop, and if it
can be completed in a given time period
using some methods like payback period.
• Schedule feasibility is a measure of how
reasonable the project timetable is.
• Some projects are initiated with specific
deadlines. You need to determine whether
the deadlines are mandatory or desirable

41. Feasibility Report
A feasibility report can become very complicated, but even
in its simplest form, it should answer the following
questions:
• What are the goals and objectives of the project?
• Will the project meet the goals and objectives of all
stakeholders?
• What are the project’s costs and benefits?
• Does the company have, or can it readily obtain, the
resources it will need?
• How long will it take to see results?
• Does the project (i.e., the event) have long-term potential?
• Are the risks known, understood, and manageable? If
the risks are not manageable, are they acceptable?

42. Feasibility report example
• London’s bid for World Cup
http://www.isrm.co.uk/news/enews/enews68/world_cup_feasibility.pdf

43. Key Elements in a successful Bid
for FIFA World Cup
Key factor in
the operations
Process is the
schedule
Since the government is bidding, the legal feasibility is less of an
issue

44. Group Assignment
• Pick an event during the CNY
• Develop a presentation with the following
elements:
– Event brief (Objective, Organizers, Audience, Time
and Venue)
– Origin or history of the festive celebration
– Funding or the commercial elements of the event
– Operational requirements (production, regulatory
licenses, marketing, manpower and onsite
management)
– Suppose you are the event manager, what would
your recommendation in doing a better job next year

45. Continued
• Presentation of 15 to 20 minutes in length.
• Must include photos or video taken by you.
• Group 1 will ask group 2 a couple of
questions. Group 2 will ask group 3, who
will in turn ask group 1.
• Not all group members need to present,
but every member will get the same score.
• Each group’s event must not be the same.