is the application of project management
Project management is the discipline of planning, organizing, securing, and managing resources to achieve specific goals. A project is a temporary endeavor with a defined beginning and end , undertaken to meet unique goals and objectives, typically to bring about beneficial change or added value...
to the creation and development of festival
A festival or gala is an event, usually and ordinarily staged by a local community, which centers on and celebrates some unique aspect of that community and the Festival....
s, events and conferences.
Event management involves studying the intricacies of the brand, identifying the target audience
In marketing and advertising, a target audience, is a specific group of people within the target market at which the marketing message is aimed .....
, devising the event concept, planning the logistics and coordinating the technical aspects before actually executing the modalities of the proposed event. Post-event analysis and ensuring a return on investment have become significant drivers for the event industry.
The recent growth of festivals and events as an industry around the world means that the management can no longer be ad hoc
. Events and festivals, such as the Asian Games
The Asian Games, officially known as Asiad, is a multi-sport event held every four years among athletes from all over Asia. The Games were regulated by the Asian Games Federation from the first Games in New Delhi, India, until the 1978 Games. Since the 1982 Games they have been organised by the...
, have a large impact on their communities and, in some cases, the whole country.
The industry now includes events of all sizes from the Olympics down to a breakfast meeting for ten business people. Many industries, charitable organization
A charitable organization is a type of non-profit organization . It differs from other types of NPOs in that it centers on philanthropic goals A charitable organization is a type of non-profit organization (NPO). It differs from other types of NPOs in that it centers on philanthropic goals A...
s, and interest groups will hold events of some size in order to market themselves, build business relationships, raise money or celebrate.
Event management is considered one of the strategic marketing and communication tools by companies of all sizes. From product launches to press conferences, companies create promotional events to help them communicate with clients and potential clients. They might target their audience by using the news media, hoping to generate media coverage which will reach thousands or millions of people. They can also invite their audience to their events and reach them at the actual event.
Event management companies and organizations service a variety of areas including corporate events (product launches, press conferences, corporate meetings and conferences), marketing programs (road shows, grand opening events), and special corporate hospitality events like concerts, award ceremonies, film premieres, launch/release parties, fashion shows, commercial events, private (personal) events such as weddings and bar mitzvahs.
Clients hire event management companies to handle a specific scope of services for the given event, which at its maximum may include all creative, technical and logistical elements of the event. (Or just a subset of these, depending on the client's needs, expertise and budget).
The event manager is the person who plans and executes the event. Event managers and their teams are often behind-the-scenes running the event. Event managers may also be involved in more than just the planning and execution of the event, but also brand building, marketing and communication strategy. The event manager is an expert at the creative, technical and logistical elements that help an event succeed. This includes event design, audio-visual
The term Audio-Visual may refer to works with both a sound and a visual component, the production or use of such works, or to equipment used to create and present such works...
production, scriptwriting, logistics, budgeting, negotiation and, of course, client service. It is a multi-dimensional profession.
The event manager may become involved at the early initiation stages of the event. If the event manager has budget responsibilities at this early stage they may be termed an event or production executive. The early stages include:
- Site surveying
- Client Service
- Brief clarification
- Budget drafting
- Cash flow management
- Supply chain identification
- Site design
- Technical design
- Health & Safety
An event manager who becomes involved closer to the event will often have a more limited brief. The key disciplines closer to the event are:
- Health & Safety including crowd management,
- Detailed scheduling
As an industry
Event Management is a multi-million dollar industry, growing rapidly, with mega shows and events hosted regularly. Surprisingly, there is no formalized research conducted to assess the growth of this industry. The industry includes fields such as the MICE (Meetings, Incentives, Conventions and Exhibitions), conferences and seminars as well as live music and sporting events.
The logistics side of the industry is paid less than the sales/sponsorship side, though some may say that these are two different industries.
Event management software
Event management software is the generic term for a wide range of software products that are used in the management of professional and academic conferences, trade exhibitions and smaller events such as Continuing Professional Development meetings....
companies provide event planners
Event planning is the process of planning a festival, ceremony, competition, party, or convention. Event planning includes budgeting, establishing dates and alternate dates, selecting and reserving the event site, acquiring permits, and coordinating transportation and parking...
with software tools to handle many common activities such as delegate registration, hotel booking, travel booking or allocation of exhibition floorspace.
There are an increasing number of universities which offer courses in event management, including diplomas and graduate degrees. In addition to these academic courses, there are many associations and societies that provide courses on the various aspects of the industry
Industry refers to the production of an economic good or service within an economy.-Industrial sectors:There are four key industrial economic sectors: the primary sector, largely raw material extraction industries such as mining and farming; the secondary sector, involving refining, construction,...
. Study includes organizational skills, technical knowledge, P.R., marketing, advertising, catering, logistics, decor, glamor identity, human relations, study of law and licenses, risk management, budgeting, study of allied industries like television, other media and several other areas. Certification can be acquired from various sources to obtain designations such as Certified Trade Show Marketer (CTSM), Certified Manager of Exhibits (CME), Certified in Exhibition Management (CEM), Global Certification in Meeting Management (CMM), Certified Meeting Professional (CMP) and the Certified Special Event Professional (CSEP).
- Career opportunities are in the following Industries :
- Event Management
- Event Management Consultancy
- Hotel, travel and hospitality Industries
- Advertising Agencies
- Public Relations Firms
- News Media
- Non-profit organization
Nonprofit organization is neither a legal nor technical definition but generally refers to an organization that uses surplus revenues to achieve its goals, rather than distributing them as profit or dividends...
- Integrated Marketing & Communications
- Event Budgeting and Accounting
Categories of Events
Events can be classified into four broad categories based on their purpose and objective:
- Leisure events e.g. leisure sport, music, recreation.
- Cultural events e.g. ceremonial, religious, art, heritage, and folklore.
- Personal events e.g. weddings, birthdays, anniversaries.
- Organizational events e.g. commercial, political, charitable, sales, product launch,expo.