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Transcript of Event Management
2. Is the standard top-down approach to planning and development completely wrong?
3. Explain and illustrate the portfolio approach to Event Tourism planning and development.
The Five Big Challenges
1. How does the demand-side approach differ from the supply-side approach to Event Tourism planning and development?
“Arrangement of individual’s within a corporation according to power, status and job function.”
Lacking employee motivation
Team members feel as if their opinions do not matter
Starts with the markets and works back towards events
Business, Sports, Festivals and cultural celebrations, and arts/entertainment.
Devin Cicirelli, Amber Melson, Rachel Reynolds, Nicole Rubino, Christine Smith
HFT 4757, Group 2
Aims to make efficient use of facilities and add value to existing events through tourism
Destinations have realized that supply side approach can be very expensive due to venue development.
Selling: Business events
Bidding: sports, mega events, some cultural events and exhibitions
Producing: your own events
Venues: building and improving
Servicing: hosting events, technical services.
Leveraging and Boosting: maximizing benefits of each event
Facilitating: Funding coordinating technical assistance
Managing Portfolios: developing and managing multiple events
METHODS OF EVENT TOURISM DEVELOPMENT
Team members contribute to the way the project is developed
Government agency responsible for international tourism marketing
Decisions are made depending on the region and level of authority
State Government and State territory Organization
Regional Tourism Organizations
Local Tourism Associations
BEACHES HOTEL AND RESORT
Top-down style of employee status but a bottom-up approach for communication and decision making
FROM SINGLE EVENTS TO PORTFOLIOS
Focus was always on individual events
Selling venues to them
Bidding on them
Developing and marketing them
Now the focus is on portfolio of events
Combination of assets
Represents a destination
Achieving multiple goals for the host city
EVENT TOURISM PORTFOLIO
A portfolio of events by type, season, target markets, and value
AUKLAND, NEW ZEALAND
2015 FIFA U-20 Men’s World Cup
2015 ICC Cricket World Cup
2013 World Softball Championships
2013 World BMX Championships
4. What justifications are there for cities and tourist/event agencies to create their own events?
PUBLIC GOOD ARGUMENT
Economy, society and environment as a whole
Benefits tourism and the host community
Creating a positive image that is co-branded with the destination and its community
Recommended to be involved in at least one
High level of media recognition
Creates a competitive advantage
DEMAND SIDE APPROACH
Value of events
EVENT TOURISM PORTFOLIO
Develops and manages events as destination assets
High tourist demand
5. Is Event tourism sustainable?
EVENT TOURISM SUSTAINABILITY
Event tourism was coined as a term in 1987
The New Zealand Tourist and Publicity Department reported: “Event tourism is an important and rapidly growing segment of international tourism.”
Prior to this occurrence it was normal to speak of mega events, hallmark events, and local/regional events individually compared to one concept as a whole. “Now event tourism is generally recognized as being inclusive of all planned events in an integrated approach to development and marketing (Getz).”
“Mega events are typically global in their orientation and require a competitive bid to ‘win’ as a one-time event for a particular place. By contrast, ‘hallmark events’ cannot exist independently of their host community, and ‘local’ or ‘regional’ events are by definition rooted in one place and appeal mostly to residents (Getz).”
POSITIVE FACTORS OF EVENTS
Increased visitation and expenditure
Reduction in seasonality
Encouraged repeat visitation
Employment: Florida tourism alone employs 1,1047,100 people annually
Together the personal income and earnings of these employees is 31.16 billion.
One event alone can significantly have a positive impact on the economy
Ex: Ultra Music Festival in 2012 generated 40 million directly into Miami-Dade’s economy
NEGATIVE FACTORS OF EVENTS
Disruption of communities
Negative environmental impacts
Example: white elephant facilities that are built for the purpose of a specific event and left behind to never be utilized again after the event has concluded
Mega events are also said to be targeted towards elite groups in society
Residents are can be falsely convinced that the event will have a lasting positive legacy on the community so that their support is temporarily gained