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Course: HFT 2750, Spring 2011School: UCF
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Meetings, MEEC ChapterEight SpecialEventsManagement Fenich: Expositions, Events & Conventions, 3rd ed. DefinitionsRelatingtoSpecial Events SpecialEventAonetimeeventthatisstagedfor thepurposeofcelebration;auniqueactivity. SpecialEventsCompanyAcompanythatmay contracttoputonanentireeventorpartsofone. SpecialEventsProductionCompanyMaypresent specialeffectsandtheatricalacts,mayhirespeakers...
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Meetings, MEEC
ChapterEight
SpecialEventsManagement
Fenich: Expositions, Events & Conventions, 3rd ed.
DefinitionsRelatingtoSpecial
Events
SpecialEventAonetimeeventthatisstagedfor
thepurposeofcelebration;auniqueactivity.
SpecialEventsCompanyAcompanythatmay
contracttoputonanentireeventorpartsofone.
SpecialEventsProductionCompanyMaypresent
specialeffectsandtheatricalacts,mayhirespeakers
aspartoftheircontract.
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
ItallBeginsWithaRelationship
Plannermustunderstandgoals,needsanddesiresof
theclient.
Mustworkwithinparametersofthelocation.
Musthaveclearlinesofcommunication.
Examples:Artfestivals,Filmfestivals,etc
Needunderstandingofcommunityinfrastructure,
merchandisingandpromoting,developing
sponsorships,andworkingwithmedia.
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
HistoryandBackground
DisneyImagineerRobertJanni,inventedtheMain
StreetElectricParadeasaspecialevent.
SpecialEventsinclude:
CivicEvents
MegaEvents
FestivalsandFairs
Expositions
SportingEvents
SocialLifeCycleEvents
MeetingsandConventions
RetailEvents
ReligiousEvents
CorporateEvents
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
PlanningTools
FlowChartsandGraphs
SetupandBreakdownschedules
PolicyStatements
Humanresources
Sponsorships
Security
Ticketing
Volunteersandpaidstaff
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
UnderstandingCommunity
Infrastructure
Includes:
CEOofcompany,Politicians,Prominent
BusinessLeaders
CivicandCommunityGroups
Media
OtherCommunityLeaders
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
Merchandising&Promotionof
SpecialEvents
PromotionalMixModels
Advertising
DirectMarketing
Interactive/InternetMarketing
SalesPromotion
Publicity/PublicRelations
PersonalSelling
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
DistinctiveRolesof
PromotionMixModels
AdvertisingAnypaidformofnonpersonal
communicationaboutanevent.
DirectMarketingAformofadvertisingthat
communicatesdirectlywithtargetcustomerwith
intentofgeneratingaresponse.
SalesPromotionMarketingactivitiesthat
providevalueorincentivewiththeintentionof
stimulatingsales.
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
DistinctiveRolesof
PromotionMixModels
Publicity
Notdirectlypaidfor,norhasanidentifiedsponsor.
SocialMedia
Viralmarketing
Facebook
Blogging
LinkedIn
Ning
Twitter
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
DistinctiveRolesof
PromotionMixModels
PublicRelations
Purposeistosystematicallyplananddistribute
informationinanattempttocontrolormanagethe
imageorpublicity.
PersonalSelling
Persontopersonattempttopersuade
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
SponsorshipsforSpecialEvents
Providefundsorinkindcontributionsand
receiveconsiderationintheformoflogousage
andidentitywiththeevent.
Helpunderwriteanddefraycosts
Actasstrongmarketingtool
Reasonswhysponsorshipsaregrowing:
Economicchanges
Abilitytotargetmarketsegments
Abilitytomeasureresults
Fragmentationofmedia
Growthofdiversepopulationsegments
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
MediaCoverageforSpecialEvents
Generatingmediacoverage(television,
radio,print)isthemosteffectivewayto
attractattendance
UnderstandwhatmakesforgoodTV,
radio,orprintandwhatdoesnot
Thebiggestwaytogetcoverageisthrough
publicityfreepromotionsoffercredibility
thatadvertisingcannot
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
WorkingwiththeMedia
Scheduleearlierinthedaytomakeeveningnews
Fridayisbestdayoftheweekslowernewsday
SaturdayandSundaymaybelimiteddueto
smallernewscrew
ProvideAdvancenotice:
Threedaysviapressreleasephonefollowup
Sevendaysforinterviews
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
UnderstandingTheTarget
Market
Knowthecustomer/consumer
Knowtheconsumersoptionsandchoices
Highercosts
Higherquality
Definetheaudience
Directplanning,program,schedule,and
expenditurestowardthatgroup
Demonstratethepositiveeconomicimpact
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
PreparingfortheSpecialEvent
Secureavenue
Obtainpermits
Parade,liquor,sanitation,sales,firesafety
Involvegovernmentagencies
Useofspace,healthdepartment,security,andpolice
Workinpersonasmuchaspossible
InvolvetheHealthDepartmentiffood/beverage
Meetallpartiesinperson
Secureallvendorsandsuppliers
Recognizecomplexitiesofdealingwithpublicsector
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
PreparingfortheSpecialEvent
Recognizelogisticscommunitymustcontend
withsuchasroadclosures.
Setupasecurityplan
Secureliabilityinsurance
Determineticketpricesandsalesdistribution
Determineticketsaledistribution
Developingotherbasicbusinesssupport
functions
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
PreparingfortheSpecialEvent
DevelopBasicBusinessSupportFunctions
FinancialAccountingSystems
HumanResourceSupportpaidandvolunteer
Generalledger,accountspayableandreceivable,reporting
andpayroll
Recruiting,personnelrecords,job
classifications/descriptions
Accommodations
Talent,media,officials,supportstaff,audience/guests
RegistrationandTicketing
ScoringandResults
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
TheSpecialEventBudget
RentalCosts
VenueandSpace
Equipment
SecurityCosts
Public(police)
PrivateSecurityFirms
Equipmentdetectors
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
TheSpecialEventBudget
ProductionCosts
LaborCosts
Entertainment/Talent
Audiovisual,Lighting,andSound
UtilitiesElectric,Water,Gas
Dcor,Signage,Banners,PipeandDrape,Carpet
Staff,Greeters,Registration,Ticketing
Unioncontractors,Carpenters,Electricians,
Riggers
MarketingCosts
TalentCosts
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
BreakdownoftheSpecialEvent
Participantinterviews
Mediaandthepressaskaboutcoverage
Staffandmanagementinvolvetheminfeedback
Vendorshowcantheeventbeimproved?
Submitdocumentationasneededtoinsurance
companiesandgovernmentagencies
Finalreport
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
BreakdownoftheSpecialEvent
Preparefinalwrittenreport/summary/evaluation
FinalizeIncomeandExpenseStatement
Finalizeallcontractsandcomparetofinalbilling
Sendmediafinalpressrelease
Appropriatethankyounotes
Vendors,talent,sponsors
Staff,volunteers
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
TheFutureinSpecialEvents
LessisthenewMore(Simplewithflare)
Qualityisparamount,withcostasavalue
Frivolouseventsseenaswasteful;haveapurpose
Eventstargetedtoserviceorcharitablecauses
Clientslookingforanentirepackage/experience
Goinggreenenvironmentallyfriendlyevents
Technology(i.e.internetpromotions)
Uniqueclientneedsandwants
Balanceofquality,costandrelationship
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
Summary
Definitions
PlanningTools
ThePromotionalMixModels
Sponsorships
WorkingwiththeMedia
TheTargetMarket
PreparingfortheSpecialEvent
Budgets
BreakdownoftheSpecialEvent
Meetings, Expositions, Events & Conventions, 3nd ed.
George G. Fenich
2012, 2008, 2005 Pearson Education
Upper Saddle River, NJ 07458.All rights reserved
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