Special Event Management

Transcription

1 Special Event Management Chapter 10 1 Learning Outcomes Apply advice from professionals working in special event management Identify skills necessary for a successful event planner Summarize the history and growth of special events as a profession Recognize and explain trends that are shaping the special event management 2

2 Learning Outcomes cont. Recall facts related to event management careers in general and the specific settings of: Special Event and Meeting Management Firms Event Management in Corporate or Organizational Settings Event Management in Hospitality and Venue Settings Summarize future opportunities and challenges facing event management professionals 3 Pursue Your Passion for Events And Get Paid! Everyone attends special events. Types include meetings and conferences, social events, festivals and concerts, private events and more. Here are some examples of recent graduates jobs from the authors university: High-tech online auction firm tradeshows Habitat restoration events at national recreation area Farmers Markets for a special retail district Short term staffing for large-scale conferences 4

3 History of Professional Event Management People have gathered for eons. Why? To Trade To Celebrate To Entertain To Worship To Maintain Cultural Ties 5 Growth of Professional Event Management The industrial revolution spurred expansion The growing middle class increased opportunities Growth spurred professionalization Best practices Codes of ethics Career tracks The event professional, or person paid to plan and implement the event, evolved right along with society. Now we see increasingly complex specialization. 6

4 Event Management Today What makes an event special from an event management perspective? Infrequent scheduling Novelty Other non-routine feature(s) The term event implies that structure and planning are required A special event is a non-routine, but structured, activity designed and implemented to achieve the sponsor s (or client s) objectives 7 Many Events, Many Benefits Community events may be seasonal or celebrate a holiday, or they may be a tournament or festival A non-profit organization s event may be a fund-raiser, a valued member service, or a way to express appreciation for volunteers, donors, and other supports A university special event may be a part of a community outreach strategy or a way to encourage alumni to return to campus and contribute A business special event may be part of a sales campaign, a way to draw attention to a new product, service, or location, to secure customer loyalty or for other strategic objectives 8

5 Many Skills, May Benefits Revisit Table 1.1 in Chapter 1, then complete the Benefits table Community Festival NPO Fundraiser University Outreach Business Product Launch Personal Socio-Cultural Economic Environmental 9 Many Skills, May Benefits How can events advance or restrain the So Importants of social and environmental justice introduced in Chapter 1? Community Festival NPO Fundraiser University Outreach Business Product Launch Personal Socio-Cultural Economic Environmental 10

6 Trends in Event Management Keeping current is essential. Demographic trends Lifestyle trends Entertainment trends Current Trends Creativity Accountability and Return on Investment [ROI] Sustainability Inclusion Safety and Security Technology (including social networking) 11 Trends in Event Management Identify ways that social media and personal communication devices have transformed the meeting and event industry. Meetings and Conferences Special Events and Festivals 12

7 Careers in Event Management Jobs in every sector of society Valued Skills include these and more: Time management Multi-tasking ability (work on multiple events with cascading deadlines) Stay calm in midst of chaos Resourcefulness Stamina Creativity Team-player attitude 13 Knowing the Business of Event Management Means Understanding contracts Understanding outcomes ROI Visibility/Transparency (i.e. prove and show fiscal responsibility Measureable outcomes (i.e., skills development. sales leads, visibility) Customer/client satisfaction Delivering memorable events on-time and on-budget Understanding industry-specific vocabulary 14

8 What You Should Know About Careers Special Event Management Do you have the skills, talent and passion? Can you function in fluid, team situations with multiple partners? Can you get hands-on experience? Are your oral and written communication skills superb? Can you get work and outcomes done through others (e.g., vendors, contractors, volunteers). 15 Career Areas in Special Event Management Special Event and Meeting Planning and Management Firms Event Management in Corporate or Organizational Settings Event Management in Hospitality and Venue Settings 16

9 Special Event and Meeting Planning Firms Serve their clients through a network of venues (e.g., facilities) and vendors (e.g. specialized service providers such as caterers, florists, entertainers). Passions Pay & Perks Pay ranges from hourly to careerlevel salaries. Perks can be very The successful event planner in this arena enjoys event planning, and lots creative and include travel, gift/ of it. Most firms have divisions for product samples, and invitations to both events and sales. destinations. You may be able to own your own business. 17 Special Event and Meeting Planning Firms Preparation Possibilities College degree preferred; Experience required. Attention to detail and multi-tasking. Resourcefulness and creative problem solving skills are highly valued. Incentive Travel Firms Destination Management Companies (DMOs) Independent Event Firms Festival Management Firms Public Relations and Advertising Firms 18

10 Organizational Event Management Putting your event management skills toward a good cause. Passions Pay & Perks Help save the world or a little part of it. Loves cause-related marketing, corporate work environments and product launches. Wages are hourly to executive level. Travel perks, lots of hospitalityrelated functions. Those in the non-profit sector often report the highest levels of job satisfaction 19 Organizational Event Planning Preparation Possibilities College degree is preferred; Sector knowledge is required. Learn to translate event outcomes into organizational goals. Corporations Trade and professional associations Non-profit and Non-governmental Orgs Educational institutions Governmental organizations 20

11 Hospitality and Venue Settings The hospitality sector has expanded to support special events, meetings, tradeshows and conferences in both large cities and small communities. Sports venues are a growth area as sports and entertainment are increasingly intertwined. Passions Pay & Perks The event manager in this arena is drawn to working in a special built environment where onsite meetings, celebrations, sports, and/or entertainment take place Pay ranges from hourly to executive. Good opportunities for advancement early in career. Mobility within the company can lead to opportunities to move around the U.S. or other countries 21 Hospitality and Venue Settings Preparation College degree preferred, experience required. Hospitality or facility management experience will help you get ahead. Networking and internships get you started and ahead. Supervisory experience is a plus. Possibilities Attractions such as theme parks, museums, art galleries Country clubs and Fitness facilities Cruise lines Hotels and Resorts Specialized entertainment venues such as stadiums, arenas, auditoriums and concert halls Tourism Organizations 22

12 Professional Organizations Dozens of professional organizations and associations. For Meetings & Conventions Convention Industry Council (CIC) Meeting Professionals International (MPI) For Festivals and Special Events International Festival Association (IFEA) International Special Events Society (ISES) 23 Certifications Certifications are growing in importance as the industry matures. There are many, but a few key certifications include: Sponsored by the Convention Industry Council (CIC) Certified Meeting Professional (CMP) The Accepted Practices Exchange (APEX)-a collection of best practices Other certifications Certification in Meeting Management (CMM) Certified Meeting Professional (CMP) 24

13 Gaining Experience Plan small or local events For a campus club or organization Help with a non-profit fund-raiser Assist with a local tradeshow Refine your resume Highlight management experience Emphasize outcomes Network Choose the right internship 25 Future Opportunities, Issues and Challenges Poised for Continued Growth The Economy Influences the Industry Good economic times = Generous budgets and opportunities Tight economic times = Downsizing and outsourcing Natural events/disasters can influence the industry for years Good Planners adopt a longer view: Understand the cyclical nature of the industry Save a portion of income for slow cycles Recognize that events will always be a part of society 26

14 In Review What is the best way to determine whether or not you would make a good event manager? Job shadow an event manager Host a small event Take an event planning class Complete your undergraduate work in the event management field 27 In Review How do people in the special events industry typically advance? Movement from one organization to another Start their own company Movement to a corporate environment Get a college degree 28

15 In Review APEX, a collection of industry practices stands for: Accredited Processes Exchange Accepted Processes Exchange Applied Practices Exceptions Accepted Practices Exchange 29 In Review This organization is a federation of leading national and international organizations involved in meetings, conventions, and exhibitions American Society of Association Executives (ASAE) Convention Industry Council (CIC) Connected International Meeting Professionals Association (CIMPA) Professional Convention Management Association (PCMA) 30