INTRODUCTION TO HOSPITALITY

Seventh Edition, Global Edition

CHAPTER 13
Special Events

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 Chapter Objectives

• After reading and studying this chapter,

the students should be able to do the
following:
1. Define a special event.
2. Describe what event planners do.
3. Classify special events.

continued on next slide

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 Chapter Objectives

• After reading and studying this chapter,

the students should be able to do the
following:
4. Outline the skills and abilities required
for event management.
5. Identify the main professional
organizations and associations involved
with the special event industry.

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 What Event Planners Do

• The forecast for event planners includes

a growing demand for current and
future employment opportunities.
• The title “event planner” was first
introduced at hotels and convention
centers.

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 What Event Planners Do

• Event planners are responsible for

planning an event, from start to finish.
• This includes setting the date and
location, advertising the event, and
providing refreshments or arranging
catering services, speakers, or
entertainment.

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 Event Management

• Things do not just happen by

themselves; it takes a great deal of
preparation to stage a successful event.
• To hold a successful event, the
organizer should have a vision and
leader/manager skills in the following
key result areas: marketing, financial,
operational, and legal.

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 Event Management

• Sponsors provide money or in-kind

contributions and receive recognition as
sponsors of the event, including use or
display of their logos in the event’s
promotion.
• Sponsors expect to get something in
return for their sponsorship, so give
them something tangible that will help
their corporation or organization.
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 Event Management

• Event management requires special

skills in marketing and sales, planning,
organization, financial, human
resources, motivation, lots of patience,
attention to detail, and endless
checking on them.
• To gain business, event managers
prepare a proposal for the client’s
approval and contract signature.
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 Event Management

• Some of the issues in preparing a

proposal are to find out as much as
possible about the event, what went
wrong or right at the last event, writing
a proposal, and formalizing the
numbers (a pro-forma invoice).

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 Event Management

• Event management also takes place at

convention centers and hotels, where
event managers handle all the
arrangements after the sales manager
has completed the contract.
• Both the convention and visitors bureau
and the convention center marketing
and sales teams work closely with each
other.
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 Event Management

• The booking manager is critical to the

success of the event by booking the
correct space and working with the
organizers to help them save money by
allocating only the space needed.

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 The Event-Planning Process

• The first stage of event planning is to

answer the following simple questions:
– Why should a special event be held?
– Who should hold it?
– Where should it be held?
– What should be the focus of the event?
– What outcomes are expected?

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 The Event-Planning Process

• The design stage allows freedom in

creativity and the implementation of
new ideas that support the objectives
of the special event.
• Planning, the third stage in the event-
planning process, is often led by the
budget determined for the event.

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 The Event-Planning Process

• The planning process includes

contracting out services and arranging
all other activities that will become part
of the event.
• The event manager engages in the
process of coordinating the event as it
unfolds.

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 The Event-Planning Process

• Coordination of the event may involve

decision-making skills and abilities as
the event progresses.
• Coordination also relates to the human
resource aspect of the special event.
• Event managers are leaders who,
through example, motivate others.

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 The Event-Planning Process

• Evaluation should take place during

each of the stages of the event-
planning process.
• Outcomes are compared to
expectations and variances investigated
and corrected.

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Challenges and Tools for Event
Planners and Managers
• There are four primary challenges
professional event managers face:
time, finance, technology, and human
resources.
• Time management plays an important
role in event planning, and it is an
element that can be used effectively by
budgeting your time the same way that
you would your finances.
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Challenges and Tools for Event
Planners and Managers
• Financial management becomes
important for an event planner when it
becomes necessary for you to evaluate
financial data, management fees,
vendor fees, and so forth.

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Challenges and Tools for Event
Planners and Managers
• Utilizing technology as a tool such as
software programs for word processing,
financial management, and database
management and other technology
products include laptop computers, cell
phones, handheld devices, event
management software, and the Internet.
• Empowering your employees is the key
to success.
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Challenges and Tools for Event
Planners and Managers
• As a manager and leader, you must
train your employees and/or
volunteers, and give them the
necessary information to perform their
jobs.
• Empowering your team is the greatest
tool you can use to become an effective
leader and improve the performance of
your staff.
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Classification of Special Events

• The special events industry has been

divided up into the following
classifications:
– Corporate events (seminars, workshops,
meetings, conferences)
– Association events (conventions, trade
shows, meetings)
– Charity balls and fund-raising events

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Classification of Special Events

• The special events industry has been

divided up into the following
classifications:
– Social functions (weddings, engagement
parties, holiday functions).
– Fairs and festivals
– Concerts, sporting events, and Mega
Sporting Events (Olympics, SuperBowl,
World Cup, etc.)

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Required Skills and Abilities for
Event Management
• The act of carrying out a successful
event takes more than just an idea—it
takes leadership, communication,
project management, effective
negotiating and delegating skills, the
ability to work within a budget, the
ability to multitask, enthusiasm, social
skills, and even the ability to make
contacts.
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Required Skills and Abilities for
Event Management
• Leadership Skills
– Leadership ability is the number-one
skill for successful event managers.
– The goal of an event manager is to
become a leader who can direct a team
of employees and/or volunteers who will
respect, admire, and follow your
direction to accomplish the established
goals.
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Required Skills and Abilities for
Event Management
• Ability to Communicate with Other
Departments
– Communication can take different
forms: oral, written, and electronic.
– Written communications are an essential
tool for record keeping and providing
information to be mass distributed.
– Another way to communicate with other
departments is through a meeting.
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Required Skills and Abilities for
Event Management
• Delegating
– For successful delegation, a climate of
trust and a positive working
environment are needed.
– Also required is a committed associate
who will complete the delegated task
and who will communicate effectively
throughout the process.

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Required Skills and Abilities for
Event Management
• Project Management Skills
– Project management is the act of
completing the project(s) on time and
within budget.

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Required Skills and Abilities for
Event Management
• Negotiating Skills
– Negotiation is the process by which a
meeting planner and supplier reach an
agreement on the terms and conditions
that will govern their relationship
before, during, and after an event.
– The planning and execution of a special
event may involve the negotiation of
several contracts.
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Required Skills and Abilities for
Event Management
• Negotiating Skills
– The most important is generally the one
with the facility or event site.
• Coordinating and Delegating Skills
– The management of staff and volunteers
involves coordinating their duties and
job performance to enable you to
accomplish the goals of the event.

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Required Skills and Abilities for
Event Management
• Budgeting Skills
– Budgeting is an activity that allows
managers to plan the use of their
financial resources.

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Required Skills and Abilities for
Event Management
• Budgeting Skills
– In the event industry, the event planner
may be working with a fixed budget
determined by an association, a social,
military, educational, religious, and
fraternal (SMERF) group or an individual
(a wedding or an engagement).

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Required Skills and Abilities for
Event Management
• Ability to Multi-Task
– During the planning and staging of the
event, your ability to administrate,
coordinate, market, and “manage” will
be put to the test.
– Your job is ultimately to conduct and
take control of whatever needs to be
done to carry out your goals and
objectives.
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Required Skills and Abilities for
Event Management
• Enthusiasm
– Enthusiasm and passion. Drive and
determination.
– These are all qualities that will
contribute to the success of an event
manager/planner.

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Required Skills and Abilities for
Event Management
• Effective Social Skills
– Social skills are critical in making those
you do business with feel comfortable,
handling situations appropriately, and
eliminating barriers that get in the way
of accomplishing your goals.
– Professionals in the hospitality industry,
including the special events field, must
be proficient in proper social etiquette.
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Required Skills and Abilities for
Event Management
• Ability to Form Contracts
– An event planner prepares a
specification of what is required and
requests potential suppliers to submit
their prices.
– Over time, event planners quickly find
out who is the best provider and
therefore the one with whom they
prefer to work.

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 Special Event Organizations

• Professional associations provide

training and prestigious certification to
their members, and membership
provides an opportunity to network
with other professionals in the field.
• Furthermore, associations can help
members connect with vendors that
provide products and services relating
to special events.
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 Special Event Organizations

• Professional associations also provide

their members with help in creating a
business plan and other forms of
consultation.
• Job banks and referral services are
even provided by some associations.

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International Festivals and Events
Association
• The International Festivals & Events
Association (IFEA) has provided fund-
raising and modern developmental
ideas to the special events industry for
60 years to enhance the level of festival
management training and performance
with a Certified Festival & Event
Executive (CFEE).

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International Festivals and Events
Association
• The benefits of joining this association
and meeting the CFEE requirements
include being able to negotiate a better
income or financial package,
recognition by other industry
professionals, and the “inside”
knowledge that it provides for the
festival industry.

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Meeting Professionals International

(MPI)
• MPI is a Dallas-based association with
nearly 18,500 members.
• MPI believes that “as the global
authority and resource for the $102.3
billion meeting and event industry.

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Meeting Professionals International

• MPI empowers meeting professionals to

increase their strategic value through
education, clearly defined career
pathways, and business growth
opportunities.”

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Hospitality Sales and Marketing
Association International
• Hospitality Sales and Marketing
Association International (HSMAI) is
the largest and most active travel
industry sales and marketing
membership organization in the world.

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Hospitality Sales and Marketing
Association International
• With over 7,000 members in 35
countries, representing hotels and
resorts, airlines, cruise lines, car rental
agencies, theme parks and attractions,
convention and visitors bureaus
(CVBs), destination management
companies, reservations sales
organizations, restaurants, golf and
recreation sites, and much more.
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Hospitality Sales and Marketing
Association International
• HSMAI’s mission is to be the leading
source for sales and marketing
information, knowledge, business
development, and networking for
professionals in tourism, travel, and
hospitality.

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 Local Convention and Visitor’s
Bureaus
• A CVB is a not-for-profit organization
that is located in almost every city in
the United States and Canada.
• The CVB is an organization with the
purpose of promoting tourism,
meetings, and related business for their
city.

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 Local Convention and Visitor’s
Bureaus
• The CVB does not engage in the actual
planning or organizing of meetings,
conventions, and other events.
• However, the CVB assists meeting
planners and managers in several
ways.

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Sustainability in Special Events

• Britain has recently developed a system

of standards for event management,
which highlights policies and
procedures necessary to implement
sustainability.

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Sustainability in Special Events

• Event managers can use these

standards as a benchmark for how to
train employees on proper sustainable
practices before, during, and after
events.

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Sustainability in Special Events

• Currently in the United States, ASTM

International has created a guide for
sustainable event management called
the Standard Specification for Evaluation
and Selection of Destinations for
Environmentally Sustainable Meetings,
Events, Trade Shows, and Conferences,
which credits much of its content to the
British system of standards.
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Sustainability in Special Events

• Sustainable event tourism refers to the

implementation of practices and
procedures that help conserve both the
natural environment and the special
event space.
• Sustainable event tourism not only
provides environmental advantages,
but financial returns as well.

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Sustainability in Special Events

• The organizations who are dedicated to

incorporating sustainable programs into
their business plans can expect to see
the greatest return on investment as a
result of cost reduction, revenue
increase, etc.

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The Special Events Job Market

• As with any career, an “experience

ladder” must be climbed.
• A recommended ladder will include:
– F & B (culinary and banquets)
– Front desk agent (guest service skills)
– Banquet manager or convention service
coordinator
– A sales position or meeting manager

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The Special Events Job Market

• A recommended ladder will include:

– Catering sales where you learn to
negotiate with vendors
– Convention services manager and then
into either sales consultant
– Production company manager or
destination manager.

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Pearson Education, Ltd.
Lorraine
John R. Walker
M. Papazian-Boyce
All Rights Reserved.
 Trends in the Special Events
Industry
• Some of the trends in the special
events industry are providing
multiscreen event experiences, creating
personalized special events for
clientele, embracing integrated special
event technologies, incorporating
green events, and the role of the event
coordinator changing into a multi-
media presenter.

Copyright © 2017
Introduction to Hospitality,
ICD-10-CM/PCS Coding: A Map
7/e, to
Global
Success
Edition
Pearson Education, Ltd.
Lorraine
John R. Walker
M. Papazian-Boyce
All Rights Reserved.