Event Management & Event Tourism (2nd Edition)

Donald Getz

ISBN: 1-882345-46-0

Softbound

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Contents

Acknowledgments

Preface

Chapter 1. Introduction to Event Studies, Event Management, and Event Tourism
Learning Objectives
Do You Want to be a Professional Event Manager?
What Is Event Management?
Event Studies
Disciplinary Perspective on Events
Event Management Within Closely Related Fields
What Is Event Tourism?
Event Terminology
Typology of Planned Events
Study Questions/Advanced Study Questions

Chapter 2. Event Management: Practice and Professionalism
Learning Objectives
Professionalism
Specialized Career Paths in Event Management
Levels of Management and Managerial Knowledge and Skills
A Model of the Event Management System
Study Questions/Advanced Study Questions

Chapter 3. Planning Events
Learning Objectives
What Is Planning?
Project Planning and Management
The Business Plan
The Strategic Plan
Forces and Trends Affecting Events
Study Questions/Advanced Study Questions

Chapter 4. Site Planning, Operations, and Logistics
Learning Objectives
Planning the Venue or Site
The Operations Plan and Logistics
Planning for "Green" and Sustainable Events
Study Questions/Advanced Study Questions

Chapter 5. Destination Planning and Marketing for Event Tourism
Learning Objectives
Tourism Trends That Influence the Events Sector
Event Tourism Planning and Policy
Event Tourism Strategies and Tactics
Leveraging Events and the Legacy
Research for Event Tourism Planning
Study Questions/Advanced Study Questions

Chapter 6. The Event Experience, Programming, and Quality
Learning Objectives
Program Planning
Developing a Program Portfolio
The Program Life Cycle
The Quality of Events
Quality Management
Study Questions/Advanced Study Questions

Chapter 7. Organization and Coordination
Learning Objectives
Perspectives on Organizations
Organizational Structures for Events
Managing Not-for-Profit Associations
Organizational Culture
The Learning Organization
Study Questions/Advanced Study Questions

Chapter 8. Human Resources Management
Learning Objectives
What Is Human Resources Management?
The Human Resources Planning Process
Motivation Theory
Study Questions/Advanced Study Questions

Chapter 9. Acquiring Resources, Sponsorship, and Financial Management
Learning Objectives
Where's the Money?
The Price of Admission
Sponsorship
Financial Management
Study Questions/Advanced Study Questions

Chapter 10. Safety, Health, Risk Management, and Security
Learning Objectives
Special Hazards and Threats Associated With Events
The Health and Safety Plan
Risk Management
Alcohol Risk Management
Crowd Management and Control
Legal Issues
Study Questions/Advanced Study Questions

Chapter 11. Marketing
Learning Objectives
The Marketing Concept and Marketing Mix
Marketing Planning and Measuring Demand
Segmentation and Selecting Target Markets
A Benefits Model for Target Marketing
Generic Marketing Strategies
Study Questions/Advanced Study Questions

Chapter 12. Market Research: Understanding the Event Customer
Learning Objectives
Why Do People Attend Events?
Consumer Research on Events
Visitor Surveys
The Sampling Method
Attendance Counts and Estimates
Conducting Market Area Surveys
Study Questions/Advanced Study Questions

Chapter 13. Communications and Sales
Learning Objectives
The Communications Mix
Sales
Developing and Communicating a Positive Image
Packaging
Study Questions/Advanced Study Questions

Chapter 14. Evaluation and Impact Assessment
Learning Objectives
Evaluation Concepts and Methods
Economic Impact Measurement and Evaluation
Multipliers
Evaluation of Costs and Benefits
Study Questions/Advanced Study Questions

Bibliography

Index

List of Figures

1.1 Studying event management
1.2 Economic and tourism roles of events
1.3 Typology of planned event
2.1 Event management system
3.1 Project planning process
3.2 Task analysis
3.3 Critical path network
3.4 Gantt chart
3.5 Strategic planning process
4.1 Operations planning process and elements
4.2 Environmental system for events
5.1 Roles and strategic choices
5.2 Event tourism portfolio
5.3 Event bidding process
5.4 Tourist segments associated with events
5.5 Resource and supply appraisal
6.1 Elements of style (combining elements for a heritage event)
6.2 Program portfolio
6.3 Program life cycle
6.4 Interactions shaping event quality
6.5 Service mapping for 1998 Margaret River Surfing Masters. Stage one: approach and orientation
6.6 Service mapping for 1998 Margaret River Surfing Masters. Stage two: on-site experiences
6.7 Quality gaps
7.1 Perspectives on events
7.2 Organizations producing events and their main goals
7.3 Multiorganizational event structures
7.4 Typical sport event organizational models
7.5 Not-for-profit event organization with board of directors and paid staff
7.6 Project management organization
7.7 Organizational chart for a not-for-profit event incorporating a function-based committee system (no paid staff)
7.8 Function-based committee system for event association with paid staff
7.9 Program-based matrix structure
7.10 Life cycle and professionalism
8.1 Human resource planning process for events
9.1 Break-even analysis
9.2 Event sponsorship framework
10.1 Risk prioritization matrix
11.1 The marketing mix for events
11.2 Positioning an event
11.3 Marketing planning process
11.4 Segmentation variables for event
11.5 Benefits model for targeted marketing
11.6 Practical segmentation and marketing strategy
12.1 Needs, motives, and benefits offered by events
12.2 Seeking and escaping motivational theory
12.3 Framework for evaluating event motivations and behavior
12.4 Consumer decision-making process for event
13.1 Event tourism planning
13.2 Framework for targeted event packaging
14.1 The event income multiplier

List of Tables

1.1 What makes events "special"?
3.1 American generations
4.1 Factors affecting the planning and design of festival places
4.2 Operations checklist
5.1 Sample goals and objectives for event tourism
5.2 Stakeholder roles in media management to promote the destination
7.1 Organizational culture, evolution, and strategic planning in event organizations
8.1 Types of measurement for performance appraisals
9.1 Hypothetical event operating budget combining line items and programs
10.1 Event security checklist
12.1 Sample visitor survey questions
13.1 Advantages and disadvantages of advertising media for events
13.2 Public relations and communications tools for events
14.1 Basic data needs and methods for event evaluation
14.2 Canadian Tulip Festival visitor profile, and impacts
14.3 Benefit-cost ratios for the 1985 Grand Prix in Adelaide, South Australia

List of Photos

1.1 Ukrainian Fest on Chicago's west-side Smith Park
1.2 Expo Expo: The annual IAEM meeting and exhibition, 2003
1.3 2003 Rotary International Convention
2.1 Terri Breining of Concepts Worldwide leads an event planning session
2.2 Calgary Cares, annual fundraiser
3.1 East Timor handover ceremony
3.2 Tulip artist at Canadian Tulip Festical
5.1 Driver Mario Dominquez in the Lexmark Indy 300, Champ Car race, Gold Coast, Queensland
5.2 Start of the 2003 Gold coast Airport Marathon
7.1 The multicolored tents of the many Taste of Chicago restaurants draw millions of visitors each year
8.1 Musikfest volunteers at work
9.1 Volvo Ocean Race, Gothenburg Stopover
11.1 Massive crowds attend X Games X at Staples Center, Los Angeles
11.2 Winter X Games VII
12.1 Stampede site, Calgary
12.2 Stampede Chuckwagon Race