About the authors iii Preface x Part 1 The Event Context and Concept Development 1 Chapter 1 An overview of the event field 2 Introduction 4 1.1 Special events as benchmarks for our lives 4 1.2 The modern Australian tradition of celebrations 4 1.3 The birth of an event industry 6 Challenges face the new industry 8 Events on the world stage 9 1.4 Special events 10 Types of events 10 1.5 The structure of the event industry 13 Event organisations 14 Event management companies 14 Event industry suppliers 14 Venues 14 Industry associations 14 External regulatory bodies 16 1.6 Event management, education and training 16 Identifying the knowledge and skills required by event managers 16 Training delivery 17 Career opportunities in events 18 Summary 20 Questions 20 Case study 20 References 23 Acknowledgements 24 Chapter 2 Perspectives on events 25 Introduction 26 2.1 The government perspective 26 National government 26 State government 26 Local government 27 The role of government in events 27 2.

2 Event strategies 28 Scotland Events Strategy 29 Singapore MICE strategy 32 2.3 Governments creating celebration spaces and precincts 35 Events and urban development 36 2.4 The corporate perspective 40 Corporate use of events 40 2.5 Return on investment 42 2.6 The community perspective 43 Community events 43 Regional festivals as community builders 44 The individual perspective 44 Major events and the community 44 2.7 Strategies for community engagement 45 Summary 48 Questions 48 Case study 48 References 52 Acknowledgements 53 Chapter 3 The event planning context 55 Introduction 56 3.1 Contexts of event planning 56 Social and cultural context 56 The political context 58 The legal and regulatory context 59 Environmental context 60 Economic context 61 3.2 Event legacies 62 Summary 64 Questions 64 Case study 64 References 66 Acknowledgements 67 Chapter 4 Conceptualising the event 69 Introduction 70 4.

1 Stakeholders in events 70 4.2 The host organisation 71 Types of host organisation 72 The host community 72 4.3 Sponsors 74 Sponsors as partners in events 75 4.4 Media 75 Co-workers 76 Participants and spectators 77 4.5 Sourcing events 77 In-house events 77 Pitching and tendering for events 78 Bidding for events 78 Franchising events 78 4.6 Creating the event concept 79 Defining the purpose of the event 79 Identifying the event audience 79 Deciding the timing of the event 80 Choosing the event venue 80 Scanning the event environment 80 Developing the event concept 80 Choosing an event theme 81 Designing the event experience 81 Summarising the process of creating the event concept 82 4.7 Evaluating the event concept 84 The marketing screen 84 The operations screen 84 The financial screen 85 Summary 86 Questions 86 Case study 86 References 88 Acknowledgements 88 Part 2 Planning 89 Chapter 5 Strategic event planning 90 Introduction 91 5.1 What is strategic planning? 91 The strategic planning process and event organisations 91 5.

2 Strategic planning process for new and geographically mobile events 93 Preliminary stages 93 Strategic planning stage 101 Strategic planning for existing events 111 Summary 112 Questions 112 Case study 112 References 117 Acknowledgements 118 Chapter 6 Event project management 119 Introduction 120 6.1 What is a project and what is project management? 120 6.2 Considerations when applying project management in event settings 121 6.3 Skills and knowledge required by event project managers 122 6.4 Event project management stages 122 Initiation 122 Planning 124 Implementation 128 Monitoring and control 134 Shutdown and review 136 6.5 Project management software for events 137 Summary 140 Questions 140 Case study 140 References 142 Acknowledgements 142 Chapter 7 Event financial planning 143 Introduction 144 7.1 The event financial management process 144 Income-generating events 144 Fully funded events 154 7.2 Useful tools, practices and concepts aligned with best practice event financial management 155 Fixed, variable and semi-variable costs 156 Break-even analysis 157 Ratio analysis 158 Cash flow 158 Profit and loss statements 159 Other financial considerations 159 Summary 161 Questions 161 Case study 162 References 164 Acknowledgements 164 Chapter 8 Human resource management and events 165 Introduction 166 8.

1 Considerations associated with human resource planning for events 166 8.2 The human resource management process for events 166 Event organisation 167 Human resource strategy and objectives 167 Policies and procedures 171 Recruitment, selection and induction 172 Training and professional development 179 Supervision and evaluation 179 Termination, outplacement and re-enlistment 180 Evaluation of process and outcomes 181 8.3 Motivating staff and volunteers 181 Content theories 182 Process theories 183 8.4 Building effective staff and volunteer teams 184 8.5 Legal obligations 185 Summary 186 Questions 186 Case study 186 References 189 Acknowledgements 189 Chapter 9 Marketing and sponsorship planning 191 Introduction 192 9.1 What is marketing? 192 9.2 The characteristics of event experiences 192 9.3 Strategic marketing planning 194 Marketing context 195 Market analysis 197 The strategic marketing planning process 201 9.

4 What is sponsorship and what benefits do sponsors seek 216 9.5 Influences on the decision of event organisers to become involved in sponsorship 217 The value of a sponsorship policy 218 9.6 Stages in developing an event sponsorship strategy 218 Profiling the event audience 218 Establishing potential sponsor benefits 219 Identifying potential sponsors 221 Identifying the sponsorship decisionmaker 221 Preparing and presenting sponsorship proposals and opportunities 221 Negotiating event sponsorship contracts 222 Managing sponsorships 223 Evaluating the effectiveness of a sponsorship 224 Summary 225 Questions 225 Case study 225 References 227 Acknowledgements 228 Chapter 10 Event tourism planning 231 Introduction 232 10.1 Government involvement in event tourism 232 The event tourism strategic planning process 232 10.2 Situational analysis 233 10.3 Development of event tourism goals 237 Leveraging events for economic gain 238 Geographic dispersal of economic benefits flowing from event tourism 238 Destination branding and marketing 238 Creating off-season demand for tourism industry services 239 Enhancing visitor experiences 240 Catalyst for expansion and/or improvement of infrastructure 240 Progression of a destination''s social, cultural and/or environmental agenda 240 10.4 Creation of an event tourism organisational structure 241 10.5 Development of an event tourism strategy 242 Existing/recurring event development 242 Event bidding 243 New event creation 244 Some general considerations in event tourism strategy development 244 10.

6 Implementation and evaluation of an event tourism strategy 246 Financial support 246 Bid development and bid support services 249 Research 249 Training and education 251 Coordination, cooperation and facilitation 251 Event strategy evaluation 252 Summary 254 Questions 254 Case study 254 References 260 Acknowledgements 261 Chapter 11 Risk management 263 Introduction 264 11.1 What is risk? 264 11.2 Risks in event settings 264 11.3 Developing a risk management culture 266 11.4 The risk management process 267 Establishing the scope, context and criteria 267 11.5 Risk assessment 268 Risk identification 268 Risk analysis 269 Risk evaluation 270 Risk treatment 270 Recording and reporting 271 Consultation and communication 276 Monitoring and review 276 Summary 279 Questions 279 Case study 279 References 281 Acknowledgements 282 Chapter 12 Environmentally sustainable event management 283 Introduction 284 12.1 The environmental impacts of event production 28.