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Event Management

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devin cicirelli

on 18 November 2014

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Transcript of Event Management

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.”
Inflexible

Bureaucratic

Controlling

Lacking employee motivation

Team members feel as if their opinions do not matter
EXAMPLES
TOURISM AUSTRALIA


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.
SUPPLY
DEMAND
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
TOP-DOWN
BOTTOM-UP
Flexible

Collaborative

Team-driven

High motivation

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
Major Events
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
Benefits
Economy, society and environment as a whole
HALLMARK EVENTS
Benefits tourism and the host community
Enhancing awareness
Attracting Tourists
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
Positive Imagery
Creates a competitive advantage
DEMAND SIDE APPROACH
Value of events
Iconic events
EVENT TOURISM PORTFOLIO
Develops and manages events as destination assets
Hallmark events
High value
High tourist demand
COMMUNITY SUPPORT
Community pride
Positive benefits
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
Regional awareness
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
Enormous costs
National debt
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
Thank you!!
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