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Event Management Chapter 1

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Diana Azmi

on 10 March 2013

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Transcript of Event Management Chapter 1

Categorization of Special Events As there are many definitions to events and there are various kinds of events, categorization of events is created to better understand the concept.
Figure 1.1 below splits event into four broad categories based on the concept - based on the objective of the event - leisure, cultural, personal or organizational.
However, the categorization of the events are often overlapping for example:-
the graduation of a student from university is both a personal event for the student and his/her family and an organizational event for the university. Event Definition Definition of an event gives us a starting point from which to progress. There are many definition of events :

"Event are temporary occurrences...They have a finite length, and for planned events this is usually fixed and publicized." (Getz 1997, p4).

"Special event recognizes a unique moment in time withe ceremony and ritual to satisfy specific needs." (Goldblatt, 2005).

"To the customer or guest, a special event is an opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience." (Getz, 2005).

Both definition on special event works for events like wedding, parades, inaugurations and so on. The definitions are not suitable for activities like engineering exhibitions, sports competitions, product launches, etc.

"Special events are that phenomenon arising from non-routine occasions which have leisure, cultural, personal or organizational objectives set apart from the normal activity of daily life, and whose purpose is to enlighten, celebrate, entertain and challenge the experience of a group of people." (Shone & Parry, 2010). BKS 4073
EVENT MANAGEMENT AND PLANNING Chapter 1 : Introduction to Event Management Categories and Typologies of event Event management can be thought of as an art rather than a science.
Historically - the organization of small local events are uncomplicated and required no managerial expertise. Example: the organization of a wedding.
Special events on the other hands are non-routine - need formal organizational or technological skills. Modern world organizational of events are more complex and requires specialist to run the responsibility.
However, this does not mean ancient events such as the Olympic Games does not required careful planning.
Special events always had significant role in the society - i) break-up the daily routine; ii) emphasize some important activity or person.
It covers all kinds of human activity - not only sporting and family activities but also cultural and commercial or organizational activities.
During ancient time, special events are associated with ceremony and traditions and it played role in all kinds of social activities.
Example: the coronation of the king or queen. Characteristics of events Uniqueness
Each of the event will be different although the same kind of event can be repeated many time - parrticipants, surroundings, audience etc are different.
Perishability of events
As each event is unique, then the event is perishable - it cannot be repeated in exactly the same way.
Intangibility
Events is the activity intangible - cannot be seen or touched - can only be experienced, feel and enjoy.
Ambiance and service
Ambiance is very important to the success of an event - wrong ambiance can cause huge failure.
Personal contact and interaction
In some cases such as manufacturing situation, customers have no contact with the staff who produces the goods, but in other situation customers have frequent contact with the staff.
Labour-intensiveness
The more complex and unique the event is, the more likely it is to be more labour-intensive - both in operation and organization aspects.
Fixed timescale
It is run based on a fixed timescale - not a routine activities which can carry on indefinite. Timescale should be short. Case Study Activity Refer to the text book -
Page 10.

Discuss in group and answer the questions accordingly. Chapter 1 : Introduction BKS 4073 EVENT MANAGEMENT AND PLANNING Special
Events Leisure Events Cultural Events (Leisure, sport, recreation) (Ceremonial, sacred, heritage,
art, folklore) Organizational Events (Commercial, political,
charitable, sales) Personal Events (Weddings, birthdays,
anniversaries)
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