Walker Chapter 13

Report
Introduction to Hospitality, 6e
and
Introduction to Hospitality Management, 4e
John R. Walker
Special Events
Chapter 13
What Event Planners Do
• Event planning is a general term that refers to a
career path in the growing field of special events
• Its forecast includes a growing demand for
current and future employment opportunities
• The title event planner was first introduced at
hotels and convention centers
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
What Event Planners Do
• Person responsible for planning the event from
start to finish
– Setting the date and location
– Advertising the event
– Providing refreshments
– Arranging catering, speakers, or
entertainment
• There is variety of skills needed to be an
effective planner
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Event Management
• Requires vision and leader-manager skills
• Key result areas:
– Marketing
– Financial
– Operational
– Legal
• To gain business, event managers prepare a
proposal for the client’s approval and contract
signature
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Event Management
• Sponsorships are important in event management
• Sponsors provide money or in-kind contributions
and in return receive recognition including use or
display of their logo’s
• Sponsors expect something in return for their
financial contribution
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Event Management
• Events can be costly
– In addition to advertising, there is a location charge,
security costs, labor costs, and production costs
– Usually, the event manager has a good estimate of
the number of ticket sales expected
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Event Management
• Event management also takes place at
convention centers and hotels, where event
managers handle all the arrangements after the
sales manager has completed the contract
• The booking manager is critical to the success of
the event by booking the correct space and
working with the organizers to help them save
money by allocating only the space really
needed
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
The Event Planning Process
Figure13-1
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Event Planning
• The first stage of event planning is the research
stage and should answer the following
questions:
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Why should a special event be held?
Who should hold it?
Where should it be held?
What should be the focus of the event?
What outcomes are expected?
• Second stage:
– Design:
• Allows freedom in creativity and the implementation
of new ideas that support the objectives of the
special event
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Event Planning
• Third Stage:
– Planning:
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Determine budget
Selection of event site
Selection of accommodations
Travel arrangements
Negotiate contracts
Arrange catering
Arrange entertainment, speaker, music
Audiovisual needs
Create marketing plan
Prepare invitations and event packets
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Event Planning
• Coordination:
– This may be a stressful time due to unforeseen
problems occurring, or it may be a truly rewarding
time with a flawless execution
– Involves decision-making skills and abilities as the
event progresses
• Evaluation:
– Should take place during each of the stages of the
event planning process, and is a final step that can
measure the success of the event in meeting the
goals and objectives
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Challenges and Tools for
Event Planners and Managers
• Time management
• Financial management
• Technology
• Effective human resource management
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Classifications of Special Events
• Corporate events:
– Annual meetings, sales meetings, new product
launches, training meetings and workshops,
management meetings, press meetings, incentive
meetings, and awards ceremonies
– Continues to lead the event business industry
• Association Events:
– Range from a monthly luncheon to a yearly
convention
– Planned 2–5 years in advance
– Destination is the determining factor
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Classifications of Special Events
• Charity balls and fundraising events:
– Unique opportunity for the event manager to
work with the particular group or charity
– Normally, a theme is chosen for the event
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Classifications of Special Events
• Social Functions:
– Weddings, engagement parties, and holiday
functions
– Planners or managers work on a broad variety of
events
– SMERF (social, military, educational, religious, and
fraternal organizations) is a category of
organizations that fall into the social events
category
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Classifications of Special Events
• Fairs and Festivals:
– Purpose of most fairs in the United States is
usually related to the agriculture industry
– Festivals are planned events that are often
themed to the celebration’s purpose
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Classifications of Special Events
• Concerts and sporting events:
– Many concerts are planned as fundraisers
– Opening ceremonies, halftime, and
post-game shows for sporting events
provide another “arena” for an event
manager to select as a career path
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Classifications of Special Events
• Mega Sporting Events:
– Mostly sporting events
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The Olympics
The World Cup
The Super Bowl
The World Series
The Masters
The U.S. Open
The British Open
US PGA Championship
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Required Skills and Abilities for
Event Management
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Leadership skills
Ability to communicate with other departments
Delegating
Project management skills
Negotiation skills
Coordinating and delegation skills
Budgeting skills
Ability to multi-task
Enthusiasm
Effective social skills
Ability to form contacts
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Special Event Organizations
• International Festivals and Events Association:
– Provides fund-raising and modern developmental
ideas to the special events industry
• Certified Festival and Event Executive: Training to enhance
the level of festival management training
• Meeting Planners International:
– Empowers meeting professionals to increase their
strategic value through education, clearly defined
career pathways, and business growth opportunities
(MPI Website)
– Offers 2 programs:
• Certified Meeting Professional
• Certification in Meeting Management
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Special Event Organizations
• Hospitality Sales and Marketing Association
International (HSMAI) is the largest and most
active travel industry sales and marketing
membership organization in the world, with over
7,000 members in 47 chapters from 12 countries
• HSMAI’s mission is to be the leading source for
sales and marketing information, knowledge,
business development, and networking for
professionals in tourism, travel, and hospitality
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Special Event Organizations
• Local Convention and Visitors Bureaus:
– Not-for-profit organizations
– Primary functions:
• Encourage groups to hold meetings,
conventions, and trade shows in the city or
area it represents
• Assist those groups with meeting
preparations during the event
• Encourage tourists to visit the historic,
cultural, and recreational opportunities the
destination offers
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Sustainability in Special Events
• Britain has recently developed a system of
standards for event management, which highlights
policies and procedures necessary to implement
sustainability. Event managers can use these
standards as a benchmark for how to train
employees on proper sustainable practices before,
during, and after events
• Sustainable event tourism refers to the
implementation of practices and procedures which
help conserve both the natural environment and the
special event space
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
The Special Events Job Market
• Allow yourself to gain all the experience you can
in the food and beverage aspect of the
hospitality industry
• The next step is obtaining a sales position
• Laterally move to a catering sales position within
a hotel
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
The Special Events Job Market
• Now you can pursue several different angles:
– A promotion to a convention service manager within
a hotel
– Moving into off-premise catering as a sales
consultant
– Joining a production company
– Affiliating yourself with a destination management
company (DMC)
• After another 2 years creating and selling your
heart out, you will be ready for the big leagues!
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
Trends
• The special event industry is forecasted to grow,
as clients want ever more spectacular events
• Events are increasingly more complex involving
multimedia presentations, elaborate staging, and
frequently upscale food and beverage service
• Technology presents both an opportunity and a
challenge—an opportunity in that it can facilitate
event planning and management and a
challenge in that new software programs must
be mastered
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved
The End
Introduction to Hospitality, 6e and Introduction to
Hospitality Management, 4e - Walker
© 2013 by Pearson Higher Education, Inc
Upper Saddle River, New Jersey 07458 • All Rights Reserved

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