About the authors iii
Preface x
Part 1 The Event Context and Concept Development 1
Chapter 1 An overview of the event field 2
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
1.4 Special events 10
1.5 The structure of the event industry 13
1.6 Event management, education and training 16
Chapter 2 Perspectives on events 25
2.1 The government perspective 26
2.2 Event strategies 28
2.3 Governments creating celebration spaces and precincts 35
2.4 The corporate perspective 40
2.5 Return on investment 42
2.6 The community perspective 43
2.7 Strategies for community engagement 45
Chapter 3 The event planning context 55
3.1 Contexts of event planning 56
3.2 Event legacies 62
Chapter 4 Conceptualising the event 69
4.1 Stakeholders in events 70
4.2 The host organisation 71
4.3 Sponsors 74
4.4 Media 75
4.5 Sourcing events 77
4.6 Creating the event concept 79
4.7 Evaluating the event concept 84
Part 2 Planning 89
Chapter 5 Strategic event planning 90
5.1 What is strategic planning? 91
5.2 Strategic planning process for new and geographically mobile events 93
Chapter 6 Event project management 119
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
6.5 Project management software for events 137
Chapter 7 Event financial planning 143
7.1 The event financial management process 144
7.2 Useful tools, practices and concepts aligned with best practice event financial management 155
Chapter 8 Human resource management and events 165
8.1 Considerations associated with human resource planning for events 166
8.2 The human resource management process for events 166
8.3 Motivating staff and volunteers 181
8.4 Building effective staff and volunteer teams 184
8.5 Legal obligations 185
Chapter 9 Marketing and sponsorship planning 191
9.1 What is marketing? 192
9.2 The characteristics of event experiences 192
9.3 Strategic marketing planning 194
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
9.6 Stages in developing an event sponsorship strategy 218
Chapter 10 Event tourism planning 231
10.1 Government involvement in event tourism 232
10.2 Situational analysis 233
10.3 Development of event tourism goals 237
10.4 Creation of an event tourism organisational structure 241
10.5 Development of an event tourism strategy 242
10.6 Implementation and evaluation of an event tourism strategy 246
Chapter 11 Risk management 263
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
11.5 Risk assessment 268
Chapter 12 Environmentally sustainable event management 283
12.1 The environmental impacts of event production 284
12.2 Event sustainability policies 299
12.3 Measurement, industry initiatives and certification 302
Chapter 13 Legal considerations in event planning and management 309
13.1 Legal structures for event ownership and management 310
13.2 Contracts 311
13.3 Intellectual property 315
13.4 Consumer protection 317
13.5 The duty of care 319
Part 3 Event Operations and Evaluation 327
Chapter 14 Event design and production 328
14.1 Key factors influencing event design decisions 329
14.2 Event design elements 334
14.3 Selected event production considerations 347
Chapter 15 Event evaluation and research 357
15.1 What is event evaluation? 358
15.2 Post-event evaluation 359
15.3 How event evaluations should be used 365
15.4 The event evaluation process 365
Planning and identification of data requirements 366
Data collection 366
Data analysis 371
Reporting 371
Dissemination 371
Summary 372
Questions 372
Case study 372
References 376
Acknowledgements 377
Future Skills Guide 379
Index 417
