Bml109 events 2017

BML109: Introduc1on to the Contemporary Tourism and Event Environment

Contemporary Events

Aims The aims of this session are to: Define events and event tourism Compare and contrast the types and scale of events and

provide examples of each Evaluate the nature of the event product Assess the factors that have influenced the development of

events and event tourism Consider events as an area of applied academic study

Defining Events Activity 1: •  How do you define an event?

Defining Events Getz (1997): [a] from perspective of event organiser & [b] from the customer/visitor: [a] A special event is a one-time or infrequently occurring

event outside the normal programmes or activities of the sponsoring or organising body [b] To customer or guest, a special event is an

opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience

Types of Event

Aims Activity 2: •  List types of events and place into suitable categories

Defining Events Mega Events Events so large that they affect whole economies and

reverberate in the global economy: ‘Mega-events, by way of their size or significance, are those that yield extraordinarily high levels of tourism, media coverage, prestige or economic impact for the host community or destination....their volume should exceed 1 million visits, their capital costs should be at least $500million, and their reputation should be of a ‘must-see’ event’ [Getz, 1997, p. 6]

Defining Events Mega Events ‘Mega-events such as World Fairs and Expositions, the

World Soccer Cup Final, or the Olympic Games, are events which are expressly targeted at the international tourism market and may be suitably described as ‘mega’ by the virtue of their size in terms of attendance, target market, level of public financial involvement, political effects, extent of television coverage, construction of facilities, and impact on economic and social fabric of the host community’ [Hall, 1997,p. 5]

Defining Events Hall Mark Events Events identified with the spirit or ethos of a town, city or

region that they become synonymous with the name of the place, and gain widespread recognition and awareness: ‘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 or long-term. Such events rely for their success on uniqueness, status, or timely significance to create interest and attract attention’ [Ritchie, 1984, p. 2]

Defining Events Hall Mark Events

‘The term ‘hallmark event’ is used to describe a recurring event that possesses such significance, in terms of tradition, attractiveness, image or publicity, that the event provides the host venue, community or destination with a competitive advantage. Over time, the event and destination become inseparable...Increasingly, every community and destination needs one or more hallmark events to provide the high levels of media exposure and positive imagery that help to create competitive advantage’ [Getz, 1997,p. 5-6]

Defining Events Major Events Events that, by their scale and media interest, are

capable of attracting significant visitor numbers, media coverage and economic benefits

Defining Events UK Sport (1999) - Three Elements to be Classed as a

Major Sporting Event: It involves competition between teams and/or individuals

representing a number of nations It attracts significant public interest, nationally and

internationally, through spectator attendance and media coverage It is of international significance to the sport(s)

concerned, and features prominently on their international calendar [UK Sport, 1999, p. 4]

Defining Events Minor Events Most events fall into this category including community

and social events

Defining Events UK Sport classify the sporting calendar into four groups

within the overall umbrella of major events: Type A - [Mega Events] i.e. irregular major international

spectator events generating significant economic activity and media interest such as the Olympic Games Type B - [Calendar Events]- no bidding required,

commercially successful events that play a regular part in the international/domestic calendar for that sport (e.g.

Wimbledon, British Grand Prix, FA Cup Final)

Defining Events UK Sport classify the sporting calendar into four groups

within the overall umbrella of major events: Type C - [One-off Events] - i.e. irregular one-off major

spectator/competitor events generating an uncertain level of economic activity such as Grand Prix Athletics; Type D - [Showcase Events] i.e. major competitor events

generating little economic activity and part of an annual cycle such as the national championships in most sports.

[UK Sport, 1999]

Defining Events Entertainment, Arts and Cultural Events Cultural events can also be classed as major events Examples: Cheltenham International Festival of Jazz,

International Festival of Music and Festival of Literature

Defining Events South East Arts (1998) - Seven Categories for Festivals High Profile General Celebrations of the Arts Festivals that Celebrate a Particular Location Art-form Festivals - [focused on a specific art form] Celebration of work by a community of interest - [work by

specific people often involving participatory workshops] Calendar Amateur Arts Festivals Commercial Music Festivals

Defining Events Business and Commercial Events, Meetings,

Conventions and Exhibitions Business events considered in the wider context of

business tourism or MICE (Meetings, Incentives, Conventions and Exhibitions)

Defining Events Definitions of Exhibitions: Agricultural Shows

Consumer Shows - Ideal Home Show / Gardeners’ World Specialised Trade Shows and Exhibitions - product

emphasis and target buying audience are defined and controlled by the organiser - Event Expo at London Arena Private Exhibitions - product launches, in-store displays

which are exclusive to one or a defined group of manufacturers

Defining Events Defining Events Other: Family Events - Weddings, birthdays, christenings etc Fundraising - Local fetes/fairs etc

Defining Events

[Source: Shone, 2001, p. 5]

Defining Events

[Source: Bowdin, 2001, p. 16]

Defining Events

The Character of Events

Defining Events Activity 3: • What makes an event distinctive?

• What are the key attributes and characteristics of events?

The Character of Events Key Considerations Purpose/sector Frequency and location They carry a high level of risk - financial and safety Cost and admission fees Participatory or observing Permanent or temporary fixtures and facilities The major demand generated by the event is not for the

event itself but for related services e.g. accommodation, food, transport and entertainment

The Character of Events Key Considerations Demand is condensed into a relatively short period of

time, therefore linking to typical ‘peaking problems’ in related service industries ‘Peaking’ influences both the level and the distribution of

benefits received Often a tool for economic regeneration ‘Once in a Lifetime experience’

The Character of Events

[Source: Shone, 2001, p. 5]

The Character of Events Festive Spirit

Theming and Symbolism

Uniquenes s

Hospitality

Quality

Tradition

[Source: Getz, 1997]

Authenticit y

The Development of Events

The Development of Events Activity 4: •  What factors have influenced the development of events and event tourism?

The Development of Events Key Points: An increasing desire of destinations to put themselves on

the tourist map through positive imagery - destination branding The use of profile and image created by events to attract

investment Generate shoulder season revenues/extend the season The use of tourism by government as a means of

economic development thereby encouraging the creation of events through funding mechanisms, sponsorship and co-operative marketing campaigns Generation of employment

The Development of Events Key Points: ‘Follow-the-leader’ effect - rivalry /co-operation between

different destinations Increasing levels of segmentation and specialisation

within the tourism/event/sport market Increased availability of government funding (e.g.

Lottery) The success of national/regional teams in competition The wish of communities and cities to celebrate

themselves, promote civic pride, and/or overcome adverse circumstances The changing nature of leisure activity in western society

The Development of Events Key Points: Increasing demand for active engagement in recreational

pursuits while on holiday/during leisure time Media - media products becoming events themselves

(e.g. Gardener’s World/Chelsea Flower Show) Improved infrastructure and recreational facilities for the

local community - the ‘lasting legacy’ Increasingly integrated nature of event/sport into the

wider service economy/business environment

Event Studies

Events Studies

[Source: Getz, 2007, p. 2]

Events Studies

[Source: www.embok.org]

Events Studies

[Source: Getz, 2007, p. 4]

Events Studies

[Source: Getz, 2007, p. 10]

Events Studies By the end of this session you should be able to: Define events and event tourism Compare and contrast the types and scale of events and

provide examples of each Evaluate the nature of event product Assess the factors that have influenced the development of

events and event tourism Consider events as an area of applied academic study