Summary Event Management 1
/Minor NHL Stenden/
1. What is an Event?
A unique moment, which is arousing form non-routine occasion and it is celebrated
with ceremony and ritual to satisfy specific needs of a certain group.
It can be a meeting, gala dinner, conference, exhibition, convention, congress, concert
Its objective is to provide participants with a sense of perception and experience
(leisure, cultural, personal and organizational)
2. Event Categories
Business Event
a) Knowledge transfer
Conferences, Seminars, Exhibitions
b) Others
Openings, Incentives, Teambuilding
Public events
- Commercial (paid) – concerts, dance events, public parties, discos, festivals
- Non-commercial (free) - Koningsdag, Sail, Festivals
3. MICE
- Meetings, Incentives, Conferences, Events, Exhibitions
* incentives – planned event, used to encourage people to achieve a goal
4. Why to organise an Event?
ROI - Return on Investment
ROO - Return on Objectives
,Return on Investment:
Evaluation ROI Planning
Results/ Added value? 4. Business Impact Increased sales/ Reduce costs
Used what was learned? 3. Application Participants need to DO…
What did you learn?
2. Learning Participants need to Learn…
Hospitality and Content
1. Satisfaction and Planned Action Environment for Learning…
Every event has the same
purpose: INFLUENCE the participants TO DO something which ADDS VALUE to the
stakeholders
An Event =
1. an Experience
2. that has been organised
3. for a group of people
4. to communicate any message
5. to change/influence their behaviour
Always start with the objective:
Why do we organize an Event? – Golden Circle, people focus on Why, instead of What
- Reverse the order and the focus, make people believe what you believe
Ex: Apple products
Human brain corresponds
Neocortex = what level, rational and analytical thought, language
Limbic brain = middle section, behavior, feelings, decision-making
,EMBL Case 0 – The Event Industry
1. How did events start, history, traditions?
The first know event planner was Cleopatra. She hosted fancy, lavish meeting to woo a lover.
The communication was very limited. Messages were hand delivered and it could take weeks if
not months, to deliver them.
In early years, it also started with gatherings with tribes and clans.
Fast forward to the rules of King Louis XV and King Louis XVI of France. The first, whose
mistress was Madame Pompadour, staged parties with music, food, costumes, and themes. They
kept the King entertained. Marie Antoinette, infamous through historical records for other
reasons, also had considerable talent as an event planner of sorts, hosting her own lavish parties
before her untimely death.
Event planning continued throughout history as a representation of royalty and wealth,
manifesting itself in pageants, festivals, and gatherings that required the personal touch of
coordination by a skilled planner. Watch any movies or television shows set in the time of kings,
queens and medieval castles, and you'll observe opulent feasts, festivals and weddings that
clearly required a level of coordination and planning to stage with success.
The need for meetings and events grew as a result of the growth of industrialization, especially
during the Industrial Revolution. The growth of transportation options, including rail lines and
steamships, made traveling to and from events more feasible. Political parties and movements
also took off, facilitating the need for events to bring together party leaders and those who
shared like-minded beliefs.
Modern Planning
The complexity of events - both personal and corporate - began to require a professional hand to
help organize the various components, ranging from sending invitations to managing caterers.
Today, while some associations and organizations rely on some type of volunteer effort to help
stage events, many others prefer the deft hand of an event planner to coordinate their meetings,
conferences, and events.
Locating: Before the internet, attendees had to pull out a physical map to find the location of an
event, which may have been difficult and stressful.
Attendees: Do you want to know who’s attending an event? You once had to place a telephone
call up to your friends or ask them in person.
Advertisement: Flyers, posters, and word-of-mouth were popular ways to advertise events.
The biggest change in technology is the availability for an individual or organization to have
more control over event management. Software and websites allow advertisement for events,
which are professional
, Ancient texts (such as Christian and Jewish Old Testaments) recorded the early practice of
festivals - Form of the seven feasts of Israel (gathered 7 times throughout the year in religious
celebration and remembrance)
The tradition of rituals and ceremonies have greatly influenced many events. The term ‘festival’
was first used in English in 1655 when the festival of the Sons of the Clergy was first delivered
at St. Paul’s Cathedral, which is an annual service
The growth of the community festivals was in 1970s – allow professional artists to measure
their skills against ordinary working people. A range of multipurpose venues were built. Since
then, the pace of development has been continued.
The Isle of Wight Festival is believed to be the largest UK festival ever.
2. Categorization of events (other than business – commercial/free public); e.g.
size (size, content, form)
https://www.globaledulink.co.uk/wp-content/uploads/2017/04/Module-07-
Identifying-Event-Types.pdf
a. Mega Events (effect economies, Olympic games, FIFA World Cup, World Fairs)
b. Major Events (championships, sports events, competition between teams, attract
significant people, national and international)
c. Hallmark Events (identified with the spirit of a town, city, region, synonymous
with the name of the place and gain widespread recognition ex. Carnival in Rio,
Oktoberfest, Kentucky Derby)
d. Local/ Community or Small Events (local audiences, range of benefits, expose
people new ideas, government support)
e. Private events (birthday party)
3. Impacts of events (more than the three mentioned in the picture)
Personal impacts: positive and negative experiences
External impacts: Economic impacts, environmental impacts (natural or physical
aspects), social impacts, local community
Organizational impacts: financial impacts, human resource impacts, impacts on
organizational capacity, and marketing impacts.
/Minor NHL Stenden/
1. What is an Event?
A unique moment, which is arousing form non-routine occasion and it is celebrated
with ceremony and ritual to satisfy specific needs of a certain group.
It can be a meeting, gala dinner, conference, exhibition, convention, congress, concert
Its objective is to provide participants with a sense of perception and experience
(leisure, cultural, personal and organizational)
2. Event Categories
Business Event
a) Knowledge transfer
Conferences, Seminars, Exhibitions
b) Others
Openings, Incentives, Teambuilding
Public events
- Commercial (paid) – concerts, dance events, public parties, discos, festivals
- Non-commercial (free) - Koningsdag, Sail, Festivals
3. MICE
- Meetings, Incentives, Conferences, Events, Exhibitions
* incentives – planned event, used to encourage people to achieve a goal
4. Why to organise an Event?
ROI - Return on Investment
ROO - Return on Objectives
,Return on Investment:
Evaluation ROI Planning
Results/ Added value? 4. Business Impact Increased sales/ Reduce costs
Used what was learned? 3. Application Participants need to DO…
What did you learn?
2. Learning Participants need to Learn…
Hospitality and Content
1. Satisfaction and Planned Action Environment for Learning…
Every event has the same
purpose: INFLUENCE the participants TO DO something which ADDS VALUE to the
stakeholders
An Event =
1. an Experience
2. that has been organised
3. for a group of people
4. to communicate any message
5. to change/influence their behaviour
Always start with the objective:
Why do we organize an Event? – Golden Circle, people focus on Why, instead of What
- Reverse the order and the focus, make people believe what you believe
Ex: Apple products
Human brain corresponds
Neocortex = what level, rational and analytical thought, language
Limbic brain = middle section, behavior, feelings, decision-making
,EMBL Case 0 – The Event Industry
1. How did events start, history, traditions?
The first know event planner was Cleopatra. She hosted fancy, lavish meeting to woo a lover.
The communication was very limited. Messages were hand delivered and it could take weeks if
not months, to deliver them.
In early years, it also started with gatherings with tribes and clans.
Fast forward to the rules of King Louis XV and King Louis XVI of France. The first, whose
mistress was Madame Pompadour, staged parties with music, food, costumes, and themes. They
kept the King entertained. Marie Antoinette, infamous through historical records for other
reasons, also had considerable talent as an event planner of sorts, hosting her own lavish parties
before her untimely death.
Event planning continued throughout history as a representation of royalty and wealth,
manifesting itself in pageants, festivals, and gatherings that required the personal touch of
coordination by a skilled planner. Watch any movies or television shows set in the time of kings,
queens and medieval castles, and you'll observe opulent feasts, festivals and weddings that
clearly required a level of coordination and planning to stage with success.
The need for meetings and events grew as a result of the growth of industrialization, especially
during the Industrial Revolution. The growth of transportation options, including rail lines and
steamships, made traveling to and from events more feasible. Political parties and movements
also took off, facilitating the need for events to bring together party leaders and those who
shared like-minded beliefs.
Modern Planning
The complexity of events - both personal and corporate - began to require a professional hand to
help organize the various components, ranging from sending invitations to managing caterers.
Today, while some associations and organizations rely on some type of volunteer effort to help
stage events, many others prefer the deft hand of an event planner to coordinate their meetings,
conferences, and events.
Locating: Before the internet, attendees had to pull out a physical map to find the location of an
event, which may have been difficult and stressful.
Attendees: Do you want to know who’s attending an event? You once had to place a telephone
call up to your friends or ask them in person.
Advertisement: Flyers, posters, and word-of-mouth were popular ways to advertise events.
The biggest change in technology is the availability for an individual or organization to have
more control over event management. Software and websites allow advertisement for events,
which are professional
, Ancient texts (such as Christian and Jewish Old Testaments) recorded the early practice of
festivals - Form of the seven feasts of Israel (gathered 7 times throughout the year in religious
celebration and remembrance)
The tradition of rituals and ceremonies have greatly influenced many events. The term ‘festival’
was first used in English in 1655 when the festival of the Sons of the Clergy was first delivered
at St. Paul’s Cathedral, which is an annual service
The growth of the community festivals was in 1970s – allow professional artists to measure
their skills against ordinary working people. A range of multipurpose venues were built. Since
then, the pace of development has been continued.
The Isle of Wight Festival is believed to be the largest UK festival ever.
2. Categorization of events (other than business – commercial/free public); e.g.
size (size, content, form)
https://www.globaledulink.co.uk/wp-content/uploads/2017/04/Module-07-
Identifying-Event-Types.pdf
a. Mega Events (effect economies, Olympic games, FIFA World Cup, World Fairs)
b. Major Events (championships, sports events, competition between teams, attract
significant people, national and international)
c. Hallmark Events (identified with the spirit of a town, city, region, synonymous
with the name of the place and gain widespread recognition ex. Carnival in Rio,
Oktoberfest, Kentucky Derby)
d. Local/ Community or Small Events (local audiences, range of benefits, expose
people new ideas, government support)
e. Private events (birthday party)
3. Impacts of events (more than the three mentioned in the picture)
Personal impacts: positive and negative experiences
External impacts: Economic impacts, environmental impacts (natural or physical
aspects), social impacts, local community
Organizational impacts: financial impacts, human resource impacts, impacts on
organizational capacity, and marketing impacts.
