Event management

Event management is the application of the management practice of project management to the creation and development of festivals and events.

Event Management involves studying the intricacies of the brand, identifying the target audience, devising the event concept, planning the logistics and coordinating the technical aspects before actually executing the modalities of the proposed event.

The recent growth of festivals and events as an industry around the world means that the management can no longer be "ad hoc". Events and festivals, such as the Asian Games or the Dubai Jazz Festival, have a large impact on their communities and, in some cases, the whole country.

The industry now includes events of all sizes from the Olympics down to a breakfast meeting for ten business people. Every industry, charity, society and group will hold events of some type/size in order to market themselves, build business relationships, raise money or celebrate.

Marketing Tool

Event management is considered one of the strategic marketing and communication tools by companies of all sizes. From product launches to press conferences, companies create promotional events to help them communicate with clients and potential clients. They might target their audience by using the news media, hoping to generate media coverage which will reach thousands or millions of people. They can also invite their audience to their events and reach them at the actual event.

ervices of Event Management Company

Event management companies and organisations service a variety of areas including corporate events (product launches, press conferences, corporate meetings and conferences), marketing programs (road shows, grand opening events), and special corporate hospitality events like concerts, award ceremonies, film premieres, launch/release parties, fashion shows, commercial events, private (personal) events such as weddings and bar mitzvahs.

Clients hire event management companies to handle a specific scope of services for the given event, which at its maximum may include all creative, technical and logistical elements of the event. (Or just a subset of these, depending on the client's needs, expertise and budget).

Event Manager

The Event Manager is the person who plans and executes the event. Event managers and their teams are often behind-the-scenes running the event. Event managers may also be involved in more than just the planning and execution of the event, but also brand building, marketing and communication strategy. The event manager is an expert at the creative, technical and logistical elements that help an event succeed. This includes event design, audio-visual production, scriptwriting, logistics, budgeting, negotiation and, of course, client service. It is a multi-dimensional profession.

The Event Manager may become involved at the early initiation stages of the event. If the Event Manager has budget responsibilities at this early stage they maybe termed an Event or Production Executive. The early stages include:

"Site surveying,"Client Service,""Brief clarification,""Budget drafting,""Cash flow management,""Supply chain identificiation,""Procurement,""Scheduling,""Site design,""Technical design,"Health & Safety,"

An Event Manager who becomes involved closer to the event will often have a more limited brief. The key disciplines closer to the event are:

"Health & Safety including crowd management,"Logistics,""Rigging,""Sound,""Light,""Video,""Detailed scheduling,""Security,""

Event Management as an Industry

Event Management is a multi-million dollar industry, growing rapidly, with mega shows and events hosted regularly. Surprisingly, there is no formalized research conducted to assess the growth of this industry. The industry includes fields such as the MICE (Meetings, Incentives, Conventions and Events), exhibitions, conferences and seminars as well as live music and sporting events.

The logistics side of the industry is paid less than the sales/sponsorship side, though some may say that these are two different industries.

Technology & Event Management

Software companies service event planners with a complete solution including Online Event Registration, Event Marketing Tool, Hotel Booking Tool, Travel Booking Tool, Budgeting Tool etc

Education

There are an increasing number of universities which offer Graduate Degree/Diploma in Event Management, especially in the UK where they have been quick to catch on to the new interest and many are now offering certificate, diploma, degree and masters degree coursework.

In addition to these academic courses, there are many associations and societies that provide courses on the various aspects of the industry. These courses though not official, are still useful additions to your resume.

Study includes organizational skills, technical knowledge, P.R., marketing, advertising, catering, logistics, decor, glamor identity, human relations, study of law and licenses, risk management, budgeting, study of allied industries like television, other media and several other areas.

In a first for the industry, a National Student Events Conference is being held in 2008 with the aim of improving links between students and industry. Topics covered will include the Olympics, health & safety, incentive travel and networking. The NSEC will take place on 18th April 2008 at the University of Derby's Keddleston Road campus.

*Career opportunities are in the following Industries :
# Event Management
# Event Management Consultancy
# Hotel, travel and hospitality Industries
# Advertising Agencies
# Public Relations Firms
# Corporations
# News Media
# Non-profit organization
# Integrated marketing communications companies

Categories of Events

Events can be classified into four broad categories based on their purpose and objective:
#Leisure events e.g. leisure sport, music, recreation.
#Cultural events e.g. ceremonial, religious, art, heritage, and folklore.
#Personal events e.g. weddings, birthdays, anniversaries.
#Organizational events e.g. commercial, political, charitable, sales, product launch.

Further reading

*ISBN 0-471-39687-7 Twenty-First Century Global Event Management(The Wiley Event Management Series) by Joe Goldblatt

*ISBN 0-7506-6533-5 Events Management (Events Management S.) by Glenn Bowdin, Johnny Allen, William O'Toole, Rob Harris, Ian McDonnell.


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