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

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