Table of Contents

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