What are events?

What ar accompaniments?2.1 WHAT ARE EVENTS? facts play a merry role in humankind society. The least exc commit could be set in motion for corking forms of celebrations. Events atomic tot 18 planned acts and public presentations, which originates from ancient history. Events and festivals ar salutary enter in the historical era before the f every of the Western roman fictional character Empire (A.D 476). They serve distinguished function for the society, providing participants with the opportunity to assert their identities and to get by rituals and celebrations with separately other. Events be in possession of its stem from cultural and historical values. In the plaza ages, lawsuits and ceremonies played a study role in ensuring that a tedious daily existence was enlivened and that plurality was entertained. Since at that clipping at that broadcast was no TV or Net for entertainment. People open traditionally celebrated g master of ceremonieslike festivals , Christmas, Easter, Cavadee, Maha Shivratree. They cast besides participated in other major consequences stage by rulers of ancient epoch. In the s unconstipatedteen and eighteen century, Kings incur organized effects in a kernel to let hold up on the public.In modern societies, traditional religious and national festivals ar no longer a key focalize for celebrations and gatherings. They focus on notional shells like weddings, anniversaries, award ceremonies, and so on.( Sh iodin and Parry, 2004)An fount is any gathering that occurs at a slip awayn time in a given place. It is an occurrence, a signifi chamfer gathering that takes place in a social setting. However, there are no standardized definitions of what is an military import. An solvent is a rummy endorsement in time celebrated with ceremony and ritual to satisfy limited take.( Goldblatt 1997 p. 2)The Accepted Practices Exchange (APEX) intentness glossary of scathe (CIC ,2003) defines an military issue as, an organized occasion such as a confrontation, convention, exhibition, concomitant(prenominal) item, laugher dinner, etc. an example comp pilfers of many different yet related functions. Getz (2005, p. 16) argues that a principle applying to events is that they are temporary and that Every such event is unique streaming from the blend of management, program, setting and peck.Modern events vary in toll of their scale, complexity and number of stakeholders involved.Small Event Massive Event fewer stakeholders Many stakeholdersClear objectives Complex objectivesThere are different types of events that return been unquestionable around the world to suit the needs of everyone. It black markets from individual to line of products events that sum up together people around the world.2.1.1The importance of eventsIt is crucial for event organizers to address the needs of the stakeholders, the direct and indirect participants. Event organizers deliver to agree in m ind his clientele. If for them it is the nth event they are organizing, they should keep in mind that this same event may be the first one, the fantasy and opportunity of a animatenesstime for its participants and spectators. Bearing this in mind, event organizers essential organize each event with the same zeal, motivation and thrill as they organized the first one. Organizers pick out to address the precise nature of their tasks as each event has different feature articles and requirements. Moreover all events and their customers are important. They deserve the best treatment every time an event occurs. It is important for event organizers to offer the best treatment possible as a scurvy service impart result in customer dissatisfaction and loss of melodic line in the long run.( Watt, 1998)Events take hold a number of roles in a coating (Yeoman, Robertson, et al, 2004). Getz, 1997, identifies these as attractions, throw away makers, animators of static attractions an d catalyst for further development. They have the potentiality to reduce negative impacts of mass visitation and foster violate superpower- guest relations. Events drop expand tourists gentle, extend peak season or even bring in sunrise(prenominal) season into the life of a alliance. The community development perspective on event tourism acknowledges the elements of community bosom and pride, corporation, leading, improvement of community traditions, capacity to control development, improvement to social and wellness services and environmental quality.2.1.2 Characteristics of the best eventsThe elements that make best events are A clear mint and an explicit reason for everyones work. SMART objectives to which everyone is committed. An adequate, flexible organisational structure competent to accomplish precise tasks, but retaining a macroscopic unity of purpose. Staffs that is committed and ready to go the step beyond. Strong leadership to be able to manage the event. Ex act thorough proviso carried surface and documented within an suitable timescale.A coordinated team social movement that ope judge within financial plans, drawing on all accessible resources. Well-organized lines of communications. An fine public image. Successful advertising and presentation, and built in contingency tactics. sufficient commitment towards customers.Efficient ongoing control and monitoring systems. An ambiance of harmony, focus and hard work, humor and interest.Good post event assessment. (Adapted from Watt, 1998)2.2Event Concept exclusively events start with an idea. The idea describes the event in its simplest forms. Concepts are clear relations that give meaning and parameters to an event idea. Defining an event concept is a creative edge. The 5 Ws WHO, WHAT, WHY, WHEN and WHERE, are bills used for transforming an idea into a concept. The Ws helps to know if an event idea is feasible, viable and sustainable. Those questions are crucial as they shape the event design and reflect the event purpose (Goldblatt. 2001).WHO events bring together people who deliver the event dwell. Those people let in suppliers, stakeholders, audience, planers and so on. For events to be winning it is important to determine who is responsible for what. Also communication should turn tail smoothly among all people involved as events have impacts on wider communities.WHAT Events experiences embarrasss organizational teams that designs the contents of the event. This process is time consuming. By creating a mission statement item goals and needs are set up. The mission statement defines the objective and assists in establishing the event in the wider external context.WHY It is important to withdraw why an event is passing. Consider the purpose of the event. All events have a purpose, whether it is an inaugural ceremony, cultural festival or a political fancying.WHEN quantify of events is a critical factor for its success. In the design and develop ment stage, supply process, including research, funding, commercialiseing and design has to be considered. In the event delivery process venue availability, production timelines, performers, customers, competing events and supplier availability needs to be interpreted into account. WHERE the location of the event needs to be considered. The choice of venues depends on type of events, organizations budget and accessibility to the public.(Source Robinson, Wale and Dickson, 2010)2.3Event classificationEvents are loosely assort according to their surface and type. Firstly we leave behind look at the event classification by size which is mainly of three categories Mega events Hallmark events major events2.3.1Mega EventsMega Events are very rotund events with assemblageed audience and a good management team behind its organization. Allen et al. (2005) defines mega events as those that are so epic they affect whole economies and reverberate in the global media. They include surpas sing Games and World Fairs. Mega events require many years of organization and it targets tourists as well as the server people organizing the event. Mega Events look into every expression of life at the destination during the event transport, medical services in character reference of injuries, sell outlets. (Getz 1997) suggests that mega events should have more(prenominal) than one million visitors and capital damage amounting to at least 500 million. It should have a reputation of a must see event. Additionally he argues, Mega events, by way of their size or signifi netce, are those that yield extraordinarily mettlesome levels of tourism, media coverage, prestige or sparing impact for a entertain destination.Till now, in Mauritius has not yet organized such mega events.2.3.2Hallmark EventsHallmark Events are not on such huge scale. Such events take place repeatedly in the same destination. The term earmark event refers to a recurring event that possesses such significa nce, in terms of tradition, attractiveness, image, or publicity, that the event provide the host venue, a community, or destination with a competitive advantage.(Getz, 1997)Those events that move around so identified with the spirit or ethos of a t sustain, city or region, that they sour synonymous with the name of the place, and gain widespread recognition, and awareness. (Allen et al. , 2005).The benefits of such hallmark events are the creation of new facilities, improvements to the infrastructure, an gain in tourism revenues.In Mauritius, the religious festivals, viz., Maha Shivratree and cavadee which are celebrated by the Hindus, attract many tourists and there is likewise media coverage.2.3.3Major EventsMajor Events can involve more people than a hallmark event. Such events have great pulling power in terms of visitors, media and performers/competitors. They also generate significant economic impact in the host destination. Major events are a source of temporary enjoyme nt for or so people (for physical exertion, to work on food stalls, cleaning services, etc.). It also attracts a number of volunteers and media coverage.Many top international sporting championships fits into this category, and are progressively being sought after, and bid for by national sporting organizations and governments in the competitive world of international major events. (Allen et al. 2002)It can be verbalise that, in Mauritius there has been major events. sensation of them being les Jeux des Iles de lOcean Indien held in 2003 where a games village was constructed at ebene for the accommodation of the athletes. Now the government has change those apartments. There has also been international media coverage of the event and medical facilities, retail outlets, transportation of athletes, etc were provided.2.4 finicky Eventsand FestivalsIn recent years specific events have be baffle one of the fastest increment sectors of the tourism industry. As give tongue to by G . Bowdin, I. McDonnell et al, 2001, the term special events enclose specific rituals, presentations, performances and celebrations. Special events are staged to mark or celebrate a special occasion. The defining characteristic of a special event is its transience ( Gilbert and Lizotte, 1998 73). This suggest it would be impossible to tempt and maintain the same sense of thrill if a particular special event were to be held more often ( Yeoman, Robertson, et al, 2004). Special events include national day celebration, sporting events, and important civic occasions. An example could be, the Maha Shivratree festival celebrated by the Hindus in Mauritius. Getz (2005, p. 16) Defines special events from two perspectives. One from the point of view of the event organizer and the second from the eye of the guest. A special event is a one time or oftentimes occurring event outside normal programmes or activities of the sponsoring or organizing body To the guest the event is an opportunity for a unoccupied, social or cultural experience outside the normal range of choices or beyond everyday experience.Getz added that the characteristics of special events are specialness, it creates a mood of festivity among the guests, they are unique and authentic. They have specific themes.The word festival is derived from feast and implies a unique time for celebration. Festivals connect landscape to lifestyle and complex ways by introducing the human dimension. Those events entertain locals and offer recreational activity in and out season for visitors. Media coverage generated by events helps destinations build assurance and a exacting image in the tourism market place.Festivals are striking to communities looking to set about issues of civic design, local pride and identity, heritage, urban renewal, employment opportunities and economic growth. The more an event is seen by its host community as emerging from within rather than imposing on them, the great that communitys approva l of the event will be. Festivals and events generally represent the host communitys sense of itself and sense of place.Among the attributes that Getz believes makes an event special and unique are its festive spirit, uniqueness, quality, authenticity, tradition, hospitality, theming and symbolism.Conferences fall under the generic comprehensive of the term event. Therefore, it is important to consider the MICE industry when talking about events.2.5 The MICE attentionThe Meetings, Incentives, Conventions and Exhibitions (MICE) Industry is cognize as a service industry that combines trade, transportation, start and finance. It is also known as crinkle tourism whereby people come to attend conferences, for example. MICE Tourism attracts invaluable business to a region and in return brings heights returns to local economies in the sense that business tourists run more, not only on hotels and restaurants but even on leisure activities such as visits to retails and local attraction s such as museums and theaters (Clark, 2004). Attendees of MICE activities are known as high spend travelers that meet the needs of yield goaded tourism strategies (Braun, 1992). The MICE industry is characterized by the 3 Highs High growth potential, high added values and highly effective innovations. The three larges large output, Large opportunities for employment and large industry associations and the three advantages advantages over industries in human resources, scientific knowhow and the efficient utilization of resources.It has been cited that within tourism, meetings and conventions are one of the fastest growing segments (Weber Ladkin, 2003 Oppermann, 1996 Oppermann Conn, 1997). The MICE sector is considered to be the blue chip of the tourism industry. The stakeholders in Mauritius are placing special interest and investing highly in this lucrative business of conferences to attract MICE businesses from particularly high profile destinations.Meetings are structu red events which bring people collectively to argue a topic of common interest, may be commercial or non commercial, may be attended by 6 or more people and may last a few hours or a week. What makes a meeting qualify as part of the tourism business is that it engages some of the service of the tourism industry, and is generally held away from the location of the organisation running it ( Davidson, 1994). There are discordant types of meeting that occurs in different settings and many goals or objectives for conducting a meeting (Boehme, 1999).Incentive travel is a universal management instrument that uses an large travel experience to encourage and/or recognise participants for improved levels of performance in support of the organizational goals. (SITE, 1998)Conferences are participatory meetings that are knowing mainly for the purpose of discussions, to find about a particular subject, to bat problems and consultation. Conferences are usually on a smaller scale and the flow o f information is less complex. Conferences are usually limited in time and have specific objectives. The Meetings Industry Association (1996) defines a conference as An event involving 10 or more people for a negligible of four hours during one day or more, frequently held outside the companys own premises.Exhibitions. Exhibitions bring suppliers of goods and services together with buyers, usually in a particular industry sector. (Allen et al. 200215)Recently there has been an initiative to not use the MICE commercialize label but instead The Meetings Industry as it encompasses every aspect of the MICE label.2.6 Marketing of events and conferencesMarketing is seen as an integrated process of producing, distributing and change goods and services. Lyndsey Taylor sums up the key characteristics and messages that genuine trade containsMeeting customer needsAttracting new customersReacting to market trendsKeeping up with competitorsEncouraging customer loyaltyTargeting specific cust omersIdentifying market opportunitiesNoting customer feedbackGetting it right every timeThe event industry is seen as a service industry. Events have the same characteristics as services (Watt, 1998). They areIntangible customers enjoy the benefits and enjoyment of the event, but they cant touch the eventPerishable- the benefits and enjoyment cannot be stored and carried forward to a future time. It has to be enjoyed on the spot.Inseparable- it takes event organizers and customers to make an event happenConsistent- it is important to offer consistent products an services as todays customers are looking for symmetry Lack of ownership- events do not belong to any one. They are temporarily enjoyed by many.Since events are the same as services it deceases important to market them. Marketing is a persuasive tool to attract people to an event. Event market is defined by1. The trade concept holds that the key to achieving organizational goals consists of determining the needs and wan ts of target markets (defined as the set of actual and potential buyers of products) and delivering the desired satisfactions more effectively and efficiently than competitors. (Kotler, 2000)2. The functions of event management that can keep in touch the events participants and visitors (consumers), read their needs and motivation, develop products that meet those needs, and build a communication programme which expresses the events purpose and objectives. (Hall, 2000)2.6.1 Factors in marketingMarketing can be affected by a range of factors, some controllable and some not (Watt, 1998). He further stated companies must be aware of themLocation attractiveness and accessibility of the place as well as environmental factors like traffic and scenery. mixer factors the attitudes of those involved in making an event or conference to happen affects peoples attitudes to what is appropriate.Cultural influences different groups in society ethnic groups, social groups, will view events from dif ferent angles.Fashion at veritable period certain events will be in craze and will attract large attendees.Political factors government will be in favor of those events that fits their beliefs. sparing factors how much money is available to hold an event or conference. Is there a need for sponsorship?Philosophy the beliefs and attitudes of people will affect the range of events provided.2.6.2 Marketing Concept theMarketing MixThe marketing mix is a combine of marketing tools that are used to satisfy customers. It is the parameters that are within the control of marketing managers. The marketing mix is pendant upon environmental scanning, market research, catch users and offering quality products and services. The marketing mix can be correct on a frequent basis to meet the changing needs of target creation and other dynamics of the marketing environment. In the events industry, event organizers take into consideration the changing needs of its customers to develop their market ing mix. Jerome McCarthy (1960), a famous marketer states that marketing decisions fall under four categories2.6.2.1 reapingThis is the end result the event exhibition, show or conference. It also involves all ancillary contributions like programmes, presentations, quality production and customer criminal maintenance.2.6.2.2 Price finish the event be provided at an affordable terms? Can price packages be assembled to support group attendance or tourist rates?2.6.2.3 PlacePlace has several(prenominal) aspects. These includeVenue, transport, accommodation, emergency access, car parking, geographic location, host town, catering location, environmental conditions, signposting, country, maps, region. 2.6.2.4 PromotionPromotion also has several aspects, includingAdvertising, logo, pamphlets, displays, publicity, posters, merchandising. Appendix K elaborates on the role of promotion in the marketing mixAn excellent event manager will balance these aspects to cite a fine marketing mix. The leading thought must be for people and their quality concern all operations at each phase and at any level need to acknowledge the elements of the marketing mix.For some services, including events, some other 4Ps needs to be considered. These includePeople they are the vital picture in delivering events and conferences, especially proper customer care and effective teamwork.Packaging is concerned with the way events and conferences are being presented whether as part of a holiday/ business package. Any marketing is dependent upon the packaging, e.g, a family package.Partnership the help of others and their marketing presence is very beneficial to make the event or conference successful.Programming when an event or conference is scheduled will be a main tool in its marketing. It should arouse curiosity and create interest by utilize extra projects around it.(Adapted from Watt, 1998)2.7Impacts of special events and conventionsImpacts of events encompass a large number of posit ive(p) benefits and negative impacts which arises because of an event taking place. Impacts can be positive as well as negative. It is the task of the event manager to tell apart and predict these impacts and manage them in order to achieve the best balance. Those impacts may be visible before the events actually take place, during the event and after the event and affect the stakeholders and the host population. Thus, it can be argued that there is unfairness in the dispersal of the impacts and benefits of events. (Hall. 1989) typically impacts from events fall under four categories, namely Economic Impacts Physical and Environmental Impacts Socio cultural Impacts Political Impacts2.7.1 Economic ImpactsResearchers and industry professionals agree that special events and conventions contribute to regional and national economies (Rutherford Kreck, 1994). According to Crompton et al. (2001), economic impacts of events supplements the traditional financial balance sheets that do no t address the issue of what the host population gets in return of those events.The economic benefits that events bring to host destination are diverse. They bring an increase in employment and high income among the community, increased tax receipts and infrastructure. Hosting events demand work force, therefore, the host countrys population benefit from temporary as well as permanent jobs. It can be said that it is more beneficial to employ people residing in the region the event is held because there is no transport terms incurred. plainly even if labor is not available in the region the event is being held this is not such a major issue. As Mauritius is a small island, one can reach the farthest distance from one place to another in one hour. Tourists and locals come to events to spend they purchase the tickets to attend to entertainments shows, they spend on food and beverage and so on. cash spent is injected in the local economy. Hence, events enhance the quality of life of people since the positive changes brought to the locality will remain even after the event has been held.The costs associated with the economic impacts of events are the exploitation of resources, inflated prices and opportunity costs. Sellers remove to augment their prices, making more profit to the detriment of the host population Customers of events make inefficient use of the resources. For example, in a sporting event, in a moment of excitement, they can damage the lightings. Once the infrastructure is damaged, people will no longer be attracted to the event. There will be negative word of mouth and they may choose to stop approach there. For a local economy that depends entirely on hosting events, its economy suffers. Also, tourists have high spending powers. 2.7.2 Physical and Environmental impactsEvents are excellent way to showcase the unique features of hosts environments. In the interest of sustainability, sound strategic management, cost effectiveness and maximizing sp onsorship/funding, it becomes increasingly important to consider environmental impacts of events. Todays customers are looking for eco friendly products. Events market the environment in which it is held. Hall (1989) states that selling the image of an event comprises of the marketing of intrinsic properties of the destination. The impacts will be fairly visible for events that are held in suitable purpose built venues, e.g, stadium, sports end or conference and exhibition centres. Impacts will be much great if the event is to be held in public areas not ordinary reticent for event purposes. An event requires an environmental impact assessment before permit is given by government governing to proceedEvents have positive effects on the natural and physical environments. The infrastructure at the destination is re organized, proper road network, lighting and scavenging facilities are set up to accommodate events. There is an improved transport and communication facility in the r egion. Many of Londons landmark venues have been the legacy of major events, including Crystal castle (1851 Freat Exhibition)Negative environmental and physical impacts of events occur when the level of visitor use is higher than the carrying capacity of the region. Aspects such as crowd movement and control, disturbance levels, access and parking are crucial elements. Other important issues include wear and tear of the physical and natural environment, heritage protection and disruption of the local community. Events cause potential threats to natural and built areas. This put big pressure on the area and leads to impacts such as land abasement (erosion), increased pollution, discharges into the soil, loss of natural habitat. It often put a examine on water resources and in the long run can force locals to compete for the use of critical resources. The different forms of travel used by the delegates, attendees performers and organizers of events impacts on traffic congestion. Good communication and consultation with local authorities can help resolve of these issues. In addition, careful management planning is required to modify impacts.2.7.3 Socio cultural impactsHall and Getz (1997) points out that all events have direct socio cultural impacts on participants as well as host community. Events increase pride of its residents, which results from some community events, national days celebrations, and the organisation of specific groups in the regions. Some events leave a legacy of greater awareness and involvement in sporting and cultural activities. Others widens people cultural horizons and uncover them to new and challenging people, traditions and values. For example, the melas held in Leeds every summer have brought about the powerful religious Asian traditions and cultural associations before wider audiences. Events have the art to challenge the imagination and explore new avenues. For example the knowledgeability of the Ice Cubes outdoor ice-skat ing rink at millennium square in Leeds. Moreover, events have the power to form the cornerstone of cultural strategies. Newham Council have developed its local cultural strategy, Reasons to Be Cheerful at the centre of which is the vision that people choosing to live in Newham by 2010. In essence, events can become an opportunity to improve social relationships, for strengthening peoples abilities to understand one another and for peoples wellbeing ( Kurtzman and Zauhar, 1997).The bigger and more high profile an event is, greater possibilities exists for things to go wrong, hence creating negative impacts. Major events can give rise to unintended social consequences like, substance abuse, unaccepted crowd behavior and an increase in criminal activity (Getz, 1997). If not managed well, these unintended consequences can hijack the agenda and determine the public perception of the event. English football clubs have successfully implemented strategies to deal with alcohol related bad cr owd behavior in order to protect their reputation. Badly managed events can also have broader impacts on social life and community structures. These can include loss of amenity because of noise or crowds, resentment of inequitable distribution of costs and benefits as stated by (Getz 1997). Furthermore, commodification, staged authenticity and normalisation are classified as negative impacts.2.7.4 Political ImpactsPolitics as well as politicians play an important part in the comparability that is contemporary event management. Politicians believe that events will keep its population in good health and themselves in power. This is because politicians use events as an indirect means to build their personal profile and gain political advantage. Arnold et al. (1989, pp 191-2) argued that Governments in power will continue to use events to punctuate the ends of their periods in office, to arouse nationalism, ebullience and finally, votes. Governments are aware of the ability of events to raise the profiles of politicians and the areas that they lead.