TOPIC DTE1013 COMPILATION POWERPOINT

TOPIC 1 

INTRODUCTION TO EVENT 

MANAGEMENT 

Prepared by : 

En Faizal Bin Abdul Razak 

JPH, PTSS

What do you think….

Event Definition 

• “Events are temporary occurrences …They have a finite 

length, and for planned events this is usually fixed 

and publicized.” (Getz 1997, p 4) 

• Getz (1997) further comments that “events are transient, 

and every event is a unique blending of its duration, 

setting, management, and people”.Consumer buying 

behavior refers to the buying behavior of the 

individuals and households who buy goods and 

services for personal consumption.

• “Special events are that phenomenon arising 

from those non-routine occasions which have 

leisure, cultural,personal or organizational 

objectives set apart from the normal activity of 

daily life, whose purpose is to enlighten, 

celebrate, entertain or challenge the experience 

of a group of people” 

(Shone & Parry 2004, p. 3)

Concept of Event Management 

• Must be guided by a vision, mission and set of goals 

and objectives 

• Scan the event environment – can change quickly 

• Generate event idea – brainstorming,theme,screening 

process, testing the concept and refining the concept by 

designing & marketing 

• Consider also three event product levels – core event 

product, support event product & augmented event 

product.

Process of Event Management

The Event Planning Process 

Allen et al. 2002

Categories of Event 

• Shone and Perry suggest a categorisation of special events: 

1. Leisure events (Leisure, sport, recreation) 

2. Cultural events (ceremonial, sacred, heritage, art, folklore) 

3. Organizational events (Commercial, political, charitable, sales) 

4. Personal events (Wedding, birthdays, anniversaries) 

• Shone and Perry (2004, 4) 

• Events have key characteristics in common with projects – they 

are “non-routine” and “unique” – and many other characteristics 

are similar to characteristics of services.

Sizes of Event 

• Mega Event 

• Major Event 

• Hallmark Event 

• Local Community event 

1. Special events occur outside the normal program. 

2. Hallmark events provide high levels of visibility to the 

community. 

3. Mega-events achieve extraordinary levels of visitors, media 

coverage, prestige or economic impact. 

4. Various criteria can be used to “pigeon-hole” events.

Typology of Event 

• ART/ENTERTAINMENT – concert,ceremonies 

• BUSINESS TRADE – mice,trade show,fair 

• SPORT COMPETITIONS- amateur,spectator 

• EDUCATIONAL/SCIENTIFIC-conferences,seminars,clinic 

• RECREATIONAL- sports or games for fun 

• POLITICAL/STATE-summits,royal occasions,political 

events,VIP visits 

• PRIVATE EVENTS- weddings,parties,social 

• CULTURAL/CELEBRATION-festivals,carnicals,relegious 

events,commemorations

Understanding Of Event 

Characteristic 

• uniqueness 

• perishability 

• ambience and service 

• labour-intensive 

• fixed time-scale 

• intangible 

• ritual or ceremony 

• personal interaction

Uniqueness 

• Each one will be different. 

• Same kind format such wedding-each is 

different but format is same.

Perishability 

• An event cannot be repeated in the same way. 

Thus event managers have to use a variety of 

techniques to encourage activities in quiet 

periods. 

• Eg: two wedding anniversaries at the same 

time,place will not be the same.

Intangibility (measure) 

• An event organizer has to consider that tangible 

items such as goodies item will help to make the 

idea of how good an event has been memorable 

to the guest.

Ritual and Ceremony 

• Small ritual or gimmick done in an event 

• For the visitor to watch, can attract new visitor 

also. 

• Eg: flaming a torch for Olympic games

Ambience and Service 

• An event manager can try to make an event a 

success by giving careful attention to details. 

Though people cannot be compelled to enjoy 

themselves. 

• The environment should be attractive.

Personal Contact and Interaction 

• Have close contact among organizer and guest. 

• To make an event successful event managers 

must be aware of the fact, that an enjoyable 

atmosphere is dependent on the actions and 

reactions of people. 

• A birthday party is dull without the interaction 

of the guest with others

Labour Intensiveness of Event 

• Complex and unique events require laborintensive 

organization and operation, a high 

level of communication and planning, a big 

amount of time and effort. 

• No two events are likely to need the same 

number of staff – an athletic competition will 

require completely different operations than a 

company annual outing to a theme park. 

• This need manager to forecast staffing needs for 

the event.

Fixed Timesclae 

• Events – like projects – run to a fixed timescale 

– short or very long.

Activity 

• Get in group and give some specific 

examples under each of the above 

typology of event that you have learned. 

• For example under (cultural celebrations) 

you could suggest: 

• festivals 

• parades 

• religious events

EVENT MOTIVATION

Motivation of Participating Event 

• Divide into 2 main motive 

1. Primary motive 

2. Secondary motive

Possible motives for 

participating/attending events 

• Social motives 

- social interaction with others 

- Creation of community spirit 

- Status or recognition 

- Charitable contribution

• Organizational motives 

- Need to make sales 

- To have an organizational presence 

- Status or recognition 

- Sponsorship or community support

• Physiological motives 

- Relaxation or recognition with others 

- Sexual enjoyment with others 

- Exercise or physical challenge 

- To eat, drink or be entertained

• Personal motives 

- Seeking new experiences 

- Learning and education 

- Creativity and exploration 

- Fulfilment of ambitions

Motivation of Attending Event 

(Push Factors @ internal factor) 

• Entertainment 

• Excitement 

• Relaxation 

• Escape 

• Prestige 

• Time with family 

• Socialization 

• Nostalgia 

• Ambiance 

• education

Motivation of Attending Event 

(Pull Factors @ outer motivation) 

• Climate 

• Accommodation 

• Food & beverage 

• Performance/performer


TYPES OF EVENT 

Prepared by : 


JPH, PTSS

• “Special events are that phenomenon arising 

from those non-routine occasions which have 

leisure, cultural,personal or organizational 

objectives set apart from the normal activity of 

daily life, whose purpose is to enlighten, 

celebrate, entertain or challenge the experience 

of a group of people” 

(Shone & Parry 2004, p. 3)

Event Definition 

• Getz (2005) suggests special events are best defined by their 

context. He offers two definitions, one from point of view of the 

event organiser and the other from that of the customer or guest: 

• 

1. A special event is a one-time, or infrequently occurring event 

outside the normal program or activities of the sponsoring or 

organizing body. 

2. To the customer or guest, a special event is an opportunity for 

an experience outside the normal range of choices or beyond 

everyday experience. 

3. The key common element is that the experience on offer is a 

non-routine, out-of-the-ordinary one.

MICE 

• M – Meeting 

• I – Incentive 

• C – Convention 

• E - Exhibition

Size of Event 

• Mega Event 

• Major Event 

• Hallmark Event 

• Local Community Event 

1. Special events occur outside the normal program. 

2. Hallmark events provide high levels of visibility to the 

community. 

3. Mega-events achieve extraordinary levels of visitors, media 

coverage, prestige or economic impact. 

4. Various criteria can be used to “pigeon-hole” events.

Size of Event 

• The larger an event, the greater requirement for : 

1. Financial 

2. Human 

3. Infrastructure resources 

4. Larger event receive greater awareness 

5. Local resident may have inconvenienced during 

planning, staging and shutdown.

MEGA EVENT 

• Limited to a few such Olympic games 

• Produce extraordinarily high levels of 

tourism,media coverage,economic impact and 

destination prestige

HALLMARK EVENT 

Tourism researcher Ritchie (1984, p. 2) defines 

them as: 

“Major one-time or recurring events of limited 

duration, developed primarily to enhance 

awareness, appeal and profitability of a tourism 

destination in the short term and/or long term. 

Such events rely for their success on uniqueness, 

status, or timely significance to create interest and 

attract attention.”

HALLMARK EVENT 

• Key major event 

• Particularly renowned and linked to a city or 

destination. 

• Potential benefit of generating substantial publicity and 

positive images 

• Classic international examples of hallmark events are 

the Carnival in Rio de Janeiro, LIMA Malaysia, the 

Kentucky Derby in the USA, the Chelsea Flower Show 

in Britain, and the Oktoberfest in Munich, Germany.

HALLMARK EVENT

MAJOR EVENT 

• Often as annual event 

• Undergone a period of evolution and adaptation 

in the destination. 

• Opportunity to develop strategies to increase 

flow on benefits, participant loyalty and repeat 

visitation. 

• Citrawarna

COMMUNITY EVENT 

• Have cultural,religious or other traditional 

components. 

• Limited visitor appeal. 

• Added conveniences such as accesible venues, 

f&b outlets, merchandising and spectator stands 

• Eg: pesta air at Kedah

Meeting 

• Depending on the purpose of the meeting, it can 

be a standalone one or form part of the 

convention or exhibition programme. 

• Common to all meetings is a transfer of 

knowledge, skills and experience as well as the 

opportunity for people to gather for debate and 

discussion.

• Symposium 

Categories of Meeting

• Seminar

• Workshop

• Forum

• Retreat

Incentive 

• This is a travel reward programme. It can be 

sponsored by a company either fully or partially 

as a motivational tool to recognise leading 

company producers and achievers. 

• The travel programme should not be an “off the 

shelf” or an every day tour package. Companies 

specialising in this area often called incentive 

travel houses.

Convention 

• Used to cover a wide range of issues and topics, 

convention is probably the most commonly 

used meeting term. 

• It has been integrated into meeting terminology 

such as ‘convention centres’ as a hosting venue.

Exhibition 

• Held over a limited period of time, exhibitions 

are where a number of exhibitors display 

samples or services within a booth or a stand 

setup. 

• These range from grand production settings to 

an off the shelf booth by the booth supplier. 

The main goal is selling to others in the trade or 

consumers.

Special Event 

• - They must be of limited and fixed duration, 

typically hours or days at most. 

• - They must be a one-off or infrequent 

occurrence, typically monthly or annually at 

most. 

• - If they are part of a regular series, they must be 

an unusual component of the series.

Special Event 

• - They must be unique. 

• - They must require one or more organizers. 

• - Their execution must be planned and 

controlled. 

• - They must conform to the definition of a 

special event. 

• - There must be a live audience other than the 

organizers present at the physical event location.

• Eg : a family going on holiday to Disneyland for 

two days is a special event. 

• But difference with workers that work at 

Disneyland

Activity 

Choose one event in Malaysia and discuss the 

following : 

• Awareness 

• Cost 

• Risk 

• Local inconveniences 

• The specialness of the event


NATURE OF EVENT BUSINESS 

Prepared by : 


JPH, PTSS

INFRASTRUCTURE OF THE 

EVENTS BUSINESS

National government 

• Major celebrations of national significance 

• Major international political/economic 

events 

• e.g. Copenhagen, APEC 

• Promote trade through foreign affairs 

departments

State government 

• Bidding and staging of major events 

• Events fall under individual portfolios 

• e.g. sports competitions under sport ministries 

Local government 

• Involvement in events is increasing 

• Recent focus on business events

The role of government in events 

• Venue owner/manager 

• Consent authority and regulatory body 

• Service provider 

• Funding body 

• Event organiser 

• Event/destination marketer

Event strategies 

• Delineate government objectives in 

events 

• Identify appropriate policies, infrastructure, 

resources, staffing and programs 

• Provide a framework for the appraisal of 

proposed events to determine fit with strategic 

objectives

Creating celebration spaces and precincts 

• Citrawarna

Events and urban development 

• Governments see events as tools for 

urban regeneration 

• Can provide impetus for development, bringing 

new life to communities

EVENT MANEGEMENT 

COMPANIES (EMCs) 

• -ranges of expertise and ideas 

• - meets requirement for specialized event 

• - have the equipment for an event 

• - can customize the need for an event.

PRODUCTION COMPANIES 

• As a project management 

• Design – back drop, staging, lighting and audio 

visual. 

• Venue management – 

• Participant or audience handling – 

ticket,accommodation. 

• Technical support – video presentation 

• Training of presenters and speakers

EVENT CATERING 

COMPANIES 

• Cover aspects of refreshment for participants, 

audiences, crew and staff 

• In house 

• By contractors 

• On an ad hoc 

• Wrongly known as Outside catering

Party Planners and professional 

event organizers 

• Offers a range of services for personal events 

market and corporate market. 

• Doing job more than normal people done.

EXHIBITION AND THEATRICAL 

CONTRACTORS 

• Provide exhibition services. 

• Ranging from design and management for large 

exhibition types event 

• Create and supply complete shell scheme. 

• Complete assemble and breakdown the shells 

and clear the area.

TECHNICAL SERVICES AND 

MULTIMEDIA SUPPORT 

• Provide technical support 

• Need higher technologies 

• Eg: video production,video projection

VOLUNTARY BODIES AND 

CHARITIES 

• Based on voluntary help 

• Or a mixture of voluntary help 

• Support from local authorities and other 

organizations 

• Can be a combination of local authorities 

• Form of charities 

• Eg: Fun Run, money raising dinners


IMPACT OF EVENT INDUSTRY 

Prepared by : 


JPH, PTSS

ECONOMIC IMPLICATION 

(Positive) 

• Employment 

• Business opportunities 

• Retailing 

• Catering 

• Support services eg: Transport 

• Big crowd support big income


(Positive) 

• Destination promotion and increased tourist 

visits 

• Extended length of stay 

• Higher yield 

• Increased tax revenue 

• Business opportunities 

• Commercial activity 

• Job creation


(Negative) 

• Community resistance to tourism 

• Loss of authenticity 

• Damage to reputation 

• Exploitation 

• Inflated prices 

• Opportunity costs 

• Financial mismanagement and loss

SOCIAL - CULTURAL IMPLICATION 

• Strengthen social bond 

(Positive) 

• Spread enjoyment around 

• Social interaction 

• Stimulation of the mind and the senses – eg the 

consumption of F&B. 

• Enjoying the atmosphere.

SOCIAL - CULTURAL IMPLICATION 

(Negative) 

• Community alienation 

• Manipulation of community 

• Negative image 

• Bad behaviour 

• Substance abuse 

• Social dislocation 

• Loss of amenity

POLITICAL IMPLICATION 

(Positive) 

• Opportunities to be seen in public 

• For politician to show that they do their work as 

been selected by people. 

• To influence public opinion about politician 

ideology.


(Positive) 

• International prestige 

• Improved profile 

• Promotion of investment 

• Social cohesion 

• Development of administrative skills


(Negative) 

• To distract attention from some political 

problem 

• Risk of event failure 

• Misallocation of funds 

• Lack of accountability 

• Propaganda 

• Loss of community ownership and control 

• Legitimation of ideology

DEVELOPMENTAL 

IMPLICATION 

• Little developmental impact. 

• For redevelopment, image-building and 

regeneration. 

• Eg: SUKOM 98 Kuala Lumpur


CAREER AND 

ENTREPRENEURIAL 

OPPORTUNITIES 

Prepared by : 


JPH, PTSS

ADMINISTRATION SECTOR 

• Office Administrator 

• Office Assistant 

• Operations Administrator 

• Operations Assistant 

• Operations Manager

MARKETING SECTOR 

• Public Relations Consultants 

• Purchasing Officers 

• Advertising and Promotion Consultants 

• Advertising Managers 

• Retail Salespersons

OPERATION SECTOR 

• Event coordinator 

• Volunteer coordinator 

• Conference manager

OPERATION SECTOR 

• Event coordinator 

• Volunteer coordinator 

• Conference manager


Risk Management 

Encik Faizal Bin Abdul Razak 

JPH , PTSS

Learning Objectives 

• Define risk and its relationship to the 

management of festivals and special 

events 

• Understand the context of risk 

• Use the tools of risk identification and 

identify the risks specific to events 

• Understand the latest methodologies of 

risk management 

• Understand the core concepts of 

occupational health and safety

Risk management process 

• Every part of event management has 

potential risks 

– administration 

– marketing and public relations 

– health and safety 

– crowd management 

– security 

– transport


Figure 18.1


• Understanding context 

• Type of event 

• Management structure 

• Stakeholder analysis 

• General risk environment


• Analysis and evaluation of the risk 

• The dimensions of risk 

– the likelihood of them occurring 

– the consequences if they do occur


Control 

• After risk evaluation, the event 

management team needs to create 

control mechanisms 

• The decisions include: 

– changing the likelihood that a problem will 

occur 

– changing the consequence if the problem 

does occur 

– accepting the risk 

– transferring the risk to another party


• Mitigating actions 

• Unattended packages 

– who will respond? 

– are dogs available who are trained to identify 

explosives? 

– will the area be evacuated? 

• Risk communication 

– understanding the terminology of risk 

– open communication channels 

– informal methods of communication


• Further risk management methodologies 

• Principle of safe design 

– person with control 

– product lifecycle 

– systematic risk management 

– safe design knowledge and capability 

– information transfer 

• Hazard analysis and critical control points 

(HACCP)


Figure 18.4 

the risk management process 

from the design perspective


• Specific event risks 

• Volunteers 

• Crowd management 

• Alcohol and drugs 

• Communication 

• Environment 

• Emergency 

• Preparing the attendee


• Review 

• Evaluation of the risk control strategy 

• The event company must be a 'learning 

organisation'

OH&S and events 

• Consultation 

• Differs between states 

• The event team must consult with the event 

stakeholders on event health and safety 

• It is mandatory for the event team to 

understand their state’s legislation

TOPIC DTE1013 COMPILATION POWERPOINT

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