Event management is the application of project management to the creation and
development of festivals, events and conferences.
Event management involves studying the intricacies of the brand, identifying the
target audience, 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, have a large impact on their communities and, in some cases, the
The industry now includes events of all sizes from the Olympics down to a
breakfast meeting for ten business people. Many industries, charitable
organizations, 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 production,
scriptwriting, logistics, budgeting, negotiation and, of course, client service.
It is a multi-dimensional profession.
An event architect is an event manager that becomes involved at the early
initiation stages of the event. Specially for larger public events, at the
initiation stage, the event architect needs to make crucial choices and
decisions related to the creative concept and design of the event. In depth
technical design knowledge and full understanding of how to communicate a
company´s message across a public are needed in order to make the event
If the event manager has budget responsibilities at this early stage they may be
termed an event or production executive. The early event development stages
Cash flow management
Supply chain identification
Health & Safety
First Aid Services
Environmental and ecological management
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
Logistics and vehicle selection
Detailed scheduling and agenda planning
Sustainable event management (also known as event greening) is the process used
to produce an event with particular concern for environmental, economic and
social issues. Sustainability in event management incorporates socially and
environmentally responsible decision making into the planning, organisation and
implementation of, and participation in, an event. It involves including
sustainable development principles and practices in all levels of event
organisation, and aims to ensure that an event is hosted responsibly. It
represents the total package of interventions at an event, and needs to be done
in an integrated manner. Event greening should start at the inception of the
project, and should involve all the key role players, such as clients,
organisers, venues, sub-contractors and suppliers.
Event management software companies provide event planners 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. 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 Consultancy
Hotel, travel and hospitality Industries
Public Relations Firms
Integrated Marketing & Communications
Event Budgeting and Accounting
Categories of Events
Events can be classified into four broad categories based on their purpose and
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
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