Event management is the application of the
managementpractice of project managementto 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 logisticsand coordinating the technicalaspects 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 Gamesor 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
Olympicsdown to a breakfast meeting for ten business people. Every industry, charity, societyand groupwill hold events of some type/size in order to market themselves, build business relationships, raise money or celebrate.
Event management is considered one of the
strategic marketingand communicationtools 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 hospitalityevents like concerts, award ceremonies, film premieres, launch/release parties, fashion shows, commercial events, private (personal) events such as weddingsand 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).
The Event Manager is the person who plans and executes the
event. Event managers and their teamsare 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 logisticalelements that help an event succeed. This includes event design, audio-visualproduction, 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
There are an increasing number of
universitieswhich offer Graduate Degree/Diploma in Event Management, especially in the UKwhere they have been quick to catch on to the new interest and many are now offering certificate, diploma, degree and masters degreecoursework.
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 Conferenceis 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
# News Media
# 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.
*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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