Session i intro to events

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Events – You think and we deliver!

By: Prof. Ananya Mehta

◦Symbiosis Institute of Media and Communication [Postgraduate], Lavale campus

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Events

Introduction

Definitions

Type of events

Case Study

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An Introduction to Events

of the study

To identify the uniqueness and the key characteristics

of events in order to understand the business of event

management as professional activity.

To understand and consider definitions applicable to

management of events.

To understand classification of events, with an

overview of the historical perspective.

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An Introduction to Events

Recreation in any form or activity is essential for any individual to survive

Primitive form of recreation is changing and acquiring more professional look which requires ‘someone’ to coordinate activities.

This is where the role of event planner comes into play

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Rudyard Kipling's poem:I Keep Six Honest Serving Men:

"I keep six honest serving-men(They taught me all I knew);Their names are

What and Why and When And How and Where and Who"

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Brand is the story, Events – unfolds the story

Initiation & Concept

Planning

Implementation

Evaluation

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Uniqueness

Events are often a highlight of a person’s life and ‘once in a life time experience’.

Meticulous planning required.

Involves lot of financial and safety risk.

A lot of stake is involved in events.

It’s a fine tuned task between task management and

people management.

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Definition of Events

Authors such Goldblatt chose to highlight the celebratory aspect of events: ‘A special event recognizes a unique moment in time with ceremony and ritual to satisfy specific needs.

Prof. Donald Getz, defines special events from two perspectives -

customer:

◦ A special event is an opportunity for leisure, social or cultural experience outside the normal range of choices or beyond everyday experience.

the event manager:

◦ A special event is a one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body.

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Types of Events

Events can be categorized according to size, and content. The different size of events are:

• Mega events: the largest events are called mega-event. This type of events are ‘eye-catcher’ and are organized periodically example – cricket world cup, soccer world cup, Olympics games, Maha Kumbh Mela etc.

Kumbh Mela, NasikAriel view at Beijing Olympics

Kumbh Mela, UP

Of T20 cricket world cup

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Types of Events

• Regional events: this events are also known as ‘local or community’ events. Indian culture is the biggest example of this events. Example – Maharashtra Celebrates – Ganesh Utsav, Bengali community celebrates ‘Durga Puja’, Gujarati community celebrates ‘Navratri’, Punjabi’s have Lohri, Karva Chauth etc.

Lohri Celebration

Navratri Celebration

Ganesh Celebration

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Types of Events

• Major events – are the events which have a large scale and are extensively covered by media. Example – IIFA awards, DLF IPL cricket league, Filmfare awards, Lakme fashion week, the pink slip awards etc

Lakme fashion week

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Types of Events

• Minor events: this events are also known as ‘private events’. Example – weddings, birthdays, anniversary, community picnics etc

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Types of Events

Most events are marked because of content and type. This type of events relates to business, entertainment, art and literary etc. The major identified ones are:

• Sporting events: o Events in arena of sports have become integral part of society.o Sports events are not just about managing the venue, but the entire

process from initial planning to opening ceremony to closing ceremony.

o A lot of money, men power, time and skills to implement are required.

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Types of Events

Entertainment, art and cultural events:

o This type of event attract large scale audiences. Example – musical concert, stage shows, art exhibition, state carnivals, college cultural festival etc

o The financial success of this event heavily depends upon timing and ticket price.

• Promotional events:o This type of events tends to have high budget and high profiles.o This events are often aimed at product launch in market generally to

differentiate the product from its competitors. Example – automobiles, house hold products like TV, AC etc

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Types of Events

• Meetings, Exhibitions and Conference:

o This type of events are seen in highly competitive market and they primarily deals with exhibitions and trade fairs.

o This events are organized at local, national or global level as the need may be.

o This are the extremely important forums to create awareness in the industry as well as amongst the consumers.

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Few World wide events

BMW series 1 launch

DLF IPL 2008 ceremonyFIFA 06 opening

ceremony

Unveiling BMW

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Few World wide events

Filmfare Awards

Dubai Shopping Festival

The IIFA Awards

Beijing Olympics Opening Ceremony

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Case-Study ‘Layali Dubai’

  Dubai Shopping Festival , 2009 (Jan 15, 2009 to Feb 15, 2009)

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The Event Extravaganza:

DSF is an annual shopping and entertainment festival first initiated on February15, 1996

The World’s largest shopping festival with slogan ‘One Family, One World, One Festival’

The world’s best brands at the world’s lowest prices One month, around 5 million people, 40 shopping malls,

6000 brand outlets, approximate Dh 20 billion and 150 events – The 14th edition of DSF 2009

Case-Study ‘Layali Dubai’

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Case-Study ‘Layali Dubai’

  Dubai Shopping Festival , 2010 (Jan 28, 2010 to Feb 28, 2010)

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Case-Study ‘Layali Dubai’ -

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The Impact of DSF

Global branding of Dubai Finest example of mega event management Rise from 1.5 million people in 1996 to about 5 million

people in 2009. Global Brands at one platform Complete family and experience makes it a loved

tourism spot Consistent rise of average cost from Dh 2.5 millions in

’96 to Dh 5.12 million is ’03 to approx. Dh 20 million in ’09.

Case-Study ‘Layali Dubai’

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