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Conceptualizing The Event

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Adaline Colby

on 7 October 2014

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Transcript of Conceptualizing The Event

Chapter 7: Conceptualizing The Event

Adaline Colby
-people and organizations with interest in outcomes of an event
-event managers must be aware of this wide range of stakeholders, their different needs, expectations, and interests
Host Organizations
Host Communities
-the geographical community where an event is located or a community of interest from which the event draws its participants and spectators, positively involved in and "owning" the event
community members
lobby groups
public authorities: council, transport, police, fire and ambulance services
-members actively participating and supporting, acting as advocates for event

Acknowledging Impacting Forces
-event managers must be aware of impacts/issues/trends such as globalization and technology and their effects on events
globalization- leading to an increase in standardization of the corporate event product and market
technology- bring local events to worldwide audience (global coverage)
-underlying challenge: "... is how to function in this increasingly global environment while expressing the uniqueness of local communities and addressing their specific interests and concerns." (pg. 233)


Increases potential for successful outcomes of event by identifying and understanding who is really apart of the event (key stakeholders) and any related processes involved.
-events are generated by different sectors
: events targeted at specific market segments, sponsoring events to promote their goods/services; host organization likely to be a company, corporation, or industry association
: events for social, cultural, tourism, and economic benefits often characterized by free entry and wide accessibility for the general public; host organization likely to be a government or council department
: events regarding local sports, arts and crafts, service club fundraisers; host organization likely to be a club, society, or committee
Participants and Spectators
-important part of the marketing mix, capable of increasing in brand awareness and sales
-provides important opportunities for relationship-building thru hosting partners
-event mangers must demonstrate ability to deliver benefits

-event team assembled to implement the event; the face of the event
stage crew
-"The roles tend to ride with the needs of the moment." (pg. 240)
-ultimately vote on success/failure of event
-have different needs, both physical and emotional
connection to emotions
-the event managers understanding of an events' audience can better meet the needs of the audience
Sourcing Events
-bidding for events
events seeking cities or organizations to host them obtained through a competitive bidding process
-franchising events
core concept of event is developed by an organization that then permits or sells the rights for the event to developed in other locations
-developing existing events
annual or regular event that has an established history and format
-creating new events
entirely new events with intentions of being a one-time or ongoing event
Creating Event Concept
Evaluating Event Concept
-the marketing screen
involves examining how target audience is likely to respond to event concept and how inviting/attractive it is to them
-the operations screen
considers the skills and resources needed to stage event successfully and how to acquire such abilities
-the financial screen
examines whether event organization has sufficient financial commitment, sponsorship, and revenue
-creates a foundation for event process and will increase potential for a successful event
define purpose of event (why?)
identify event audience (who?)
decide timing of event (when?)
choose event venue (where?)
choose event concept (what?)
Forming a concept of an event is extremely worthy to all parties involved (especially an event manager) and the success of an event itself.
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