Event Management - Syed Choudhury · term negatives, such as crowding and traffic congestion...
Transcript of Event Management - Syed Choudhury · term negatives, such as crowding and traffic congestion...
∗ Element of Strategic Planning
∗ Concept/Intent to Bid
∗ Feasibility Study
∗ Bid Preparation
∗ Decision to Proceed/Cease
∗ Establishing Event Organisation Structure
∗ Developing Strategic Plan
∗ Developing Event Plan
Summary Of Last Lecture
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Syed Choudhury - Event Management - Week 5
∗ Event Tourism
∗ Why Design Strategies
∗ Strategic Planning Process
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Today’s Lecture
Syed Choudhury - Event Management - Week 5
∗ Events to attract tourists to a region
∗ Events to extend the stay of visitors
∗ Events to improve/change the tourist appeal (image)
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What is Event Tourism?
Syed Choudhury - Event Management - Week 5
∗ Smaller Destinations: ∗ Tourist Boards ∗ Local Government ∗ Local Chamber of Commerce
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Who Organises These Events?
Syed Choudhury - Event Management - Week 5
∗ Larger Destinations ∗ Tourist Boards ∗ Local & National Government ∗ Local & National Chambers of Commerce ∗ Convention Centres ∗ Tourism Agencies ∗ Major Events Agencies ∗ Public Events Bodies ∗ And many others...
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Who Organises These Events?
Syed Choudhury - Event Management - Week 5
1. Situational Analysis 2. Development of Goals 3. Creation of Organisation Structure 4. Development of Strategy 5. Implementation of Strategy 6. Evaluation of Strategy
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Event Tourism Strategic Planning
Syed Choudhury - Event Management - Week 5
∗ Look at all the stakeholders and features of the destination
∗ Perform SWOT ∗ Strengths ∗ Weaknesses ∗ Opportunities ∗ Threats
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1. Situational Analysis
Syed Choudhury - Event Management - Week 5
∗ Strength & Weaknesses ∗ Existing Stock of Events ∗ Venues/Sites/Facilities/Support Services ∗ Human Resources ∗ Stage of Event Sector Development ∗ Destination Location (relative to major attraction) ∗ Degree of Political Support ∗ Level of Community Support ∗ Local Weather
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1.1 SWOT Areas
Syed Choudhury - Event Management - Week 5
∗ Opportunities & Threats ∗ Potential for partnering with selected organizations to
progress one or more event tourism goals ∗ Level & Type of Competition ∗ Market Tastes & Preferences ∗ Availability of external funds ∗ Local cultural/environmental attributes ∗ Capacity of destination to absorb extra tourists
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1.2 SWOT Areas
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∗ Existing Stock of Events ∗ Type ∗ Quality ∗ Uniqueness/competitive advantage ∗ Number ∗ Duration/timing ∗ Current financial situation ∗ Image/reputation ∗ Level of current demand from regional, national and overseas
visitor markets ∗ Economic, social and environmental impacts
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1.3 SWOT Areas (SW)
Syed Choudhury - Event Management - Week 5
∗ Venues/sites/facilities/supporting services ∗ Number, type, quality and capacity of venues/outdoor event
sites ∗ Capacity of local suppliers ∗ Stock of supporting local tourism services
∗ Human resources
∗ Event/Venue Management Expertise ∗ Volunteer Base ∗ Range/type of event-related training conducted in the area
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1.3 SWOT Areas (SW)
Syed Choudhury - Event Management - Week 5
∗ Stage of event sector development ∗ Existence of organizations such as industry associations,
convention, visitors bureaus and event agencies
∗ Destination location relative to major tourist markets ∗ Travel time and costs ∗ Types and frequency of public transport
∗ Degree of political support
∗ Level of available funding for event tourism ∗ Potential for legislative support ∗ Location of a major event agency inside local or national
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1.3 SWOT Areas (SW)
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∗ Level of community support ∗ Community perspectives on economic outcomes ∗ Level of anticipated local patronage for events ∗ Level of willingness of the community to absorb short-
term negatives, such as crowding and traffic congestion ∗ Willingness of a community to support events via
volunteering, provision of home hosting services etc.
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1.3 SWOT Areas (SW)
Syed Choudhury - Event Management - Week 5
∗ Extent and nature of existing relationships between events and the tourism industry ∗ Extent of event packaging evident ∗ Type/nature of links with tourism companies and
organizations
∗ Local weather patterns
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1.3 SWOT Areas (SW)
Syed Choudhury - Event Management - Week 5
∗ Potential for partnering with selected organizations to progress one or more event tourism goals ∗ Government departments ∗ Cultural organizations ∗ Tourism bodies ∗ Chambers of commerce ∗ Tourism businesses (to package events) ∗ Environmental groups
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1.3 SWOT Areas (OT)
Syed Choudhury - Event Management - Week 5
∗ Level and type of competition ∗ Direct competition from similar events ∗ Competition from dissimilar events conducted in the same
time period
∗ Market tastes/preferences ∗ Ability of an area to respond to market needs ∗ Impact on existing/planned events of changes in family
structures, age of population, patterns of work/retirement and attitudes to health etc
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1.3 SWOT Areas (OT)
Syed Choudhury - Event Management - Week 5
∗ Availability of external funds ∗ Capacity to attract government grants or loans ∗ Likelihood of attracting sponsorship ∗ Potential to link events with overall destination branding
efforts
∗ Capacity of destination to absorb extra tourists ∗ Perspectives of community groups ∗ Travel & Hospitality Infrastructures
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1.3 SWOT Areas (OT)
Syed Choudhury - Event Management - Week 5
1. Situational Analysis 2. Development of Goals 3. Creation of Organisation Structure 4. Development of Strategy 5. Implementation of Strategy 6. Evaluation of Strategy
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So far...
Syed Choudhury - Event Management - Week 5
∗ Economic Gain ∗ Geographic Dispersal of Economic Benefits ∗ Destination Branding ∗ Creating Off Season Demands ∗ Enhancing Visitor Experience ∗ Extending Visits ∗ Catalyst to Improve Infrastructure ∗ Progression of a destination’s social, cultural,
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2. Development of Goals
Syed Choudhury - Event Management - Week 5
∗ Economic Gain ∗ Bring in new money ∗ Investments too
∗ Geographical Dispersion ∗ Encouraging visit outside of major tourist areas ∗ Disperse economic benefits
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2.1 Development Goals
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∗ Destination Branding A destination’s ‘brand’ can be thought of as the overall impression, association or feeling that its name and associated symbols generate in
the minds of consumers
∗ Helps create and change image ∗ Events of a similar theme
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2.1 Development Goals
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∗ Creating off season demand ∗ Events during off season – surplus capacity ∗ Authentic experiences ∗ Coordinate – these exist but arent promoted well
∗ Enhancing Visitor Experience ∗ New, fresh, memorable ∗ Cultural venues organise themed special events
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2.1 Development Goals
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∗ Extending Visits ∗ Family/Partners ∗ Return Visit
∗ Catalyst to Improve Infrastructure
∗ Progression of a destination’s social, cultural, environmental agenda
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2.1 Development Goals
Syed Choudhury - Event Management - Week 5
1. Situational Analysis 2. Development of Goals 3. Creation of Organisation Structure 4. Development of Strategy 5. Implementation of Strategy 6. Evaluation of Strategy
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So far...
Syed Choudhury - Event Management - Week 5
∗ Multiple organisations/bodies ∗ Potential loss of focus ∗ Less coordination ∗ Higher costs ∗ Conflicts and false competition ∗ Opportunity costs due to lack of collaboration
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Creation of Organisation Structure
Syed Choudhury - Event Management - Week 5
1. Situational Analysis 2. Development of Goals 3. Creation of Organisation Structure 4. Development of Strategy 5. Implementation of Strategy 6. Evaluation of Strategy
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So far...
Syed Choudhury - Event Management - Week 5