Event Impacts part 1

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Event Impacts Part 1

Practice


Learning Objectives

At the end of this session students should be able

to:

• Reflect on the meanings of events for individuals

in different societies

• Identify the practices of business, communities

and countries which have been influenced by the

popularity of events

• List and evaluate the positive and negative

impacts that events have on individuals,

organizations and communities


Conceptualizing Event Impacts (1)

Socio/Cultural Political

Physical and Environmental

Tourism and Economic

Adapted from: Bowdin et. al (2011)



• Triple-bottom Line - a systematic framework for measuring and reporting the event's performance against economic, social and environmental parameters, to determine negative or positive impacts on the host community (Fredline et al., 2005)



Countries

Cities

Communities

Organizations

Individuals

Adapted from: Ferdinand and Shaw (2012)


What do Events Mean

to Us?

Opportunities

to appreciate

critical

milestones:

For example,

weddings, birthdays,

graduations,

anniversaries and

cultural and religious

observances

Sites where individuals

can come together to

connect with other to

achieve a sense of

enhanced identity and

to find meaning


Consider the Burning Man

Festival ….

• What does it take

produce an event

which provides a

sense of enhanced

identity and deep

spiritual meaning?


Profound loss Pure wonderment

A combustion of the id Release from restraint A stripping of the self

Purification A loss of direction

Crucifixion Adrenalized joy

Sacrifice



The Meanings of Events

Can Also Change …

• Modern day events represent the evolution

of societies, communities and individuals

• The original significance and perception of

some events have shifted:

Gay Pride parades’ sexual politics have given

way to family fun and festivities

The symbolism behind Trinidad and Tobago

Carnival has shifted from rebellion to a message

of freedom and self-expression


Events in Organisations

• Create linkages

• Disseminate

information

• Provide motivation

and opportunities for

celebration

• Brings people

together from different

countries


Event Marketing

Event marketing survey findings published by the Event Marketing Institute in 2010

The top three rated marketing tools for building customer

relationships are:

1. Event marketing 2. Social marketing 3.Web marketing The marketing tools that give the best ROI are:

1.Web marketing (40% of respondents agree)

2. Event marketing (22% of respondents agree)

% of marketers who rank the future importance of events

as increasing has risen: From 29 % in ‘09 to 36 % in ‘10 34 % of respondents plan to move to an experience-

driven portfolio within the next three to twelve months, while 31 % say they have already done so


Events in Communities

Religious and cultural festivals can play an important role in uniting communities comprising of ethnic and cultural minorities

These events can:

• Reinforce shared identities

• Evolve new meaning, through the integration of cultural influences

• Help to achieve a 'cosmopolitan' character that can be promoted as a positive feature to external audiences


But be warned they can

also …

• Reinforce cultural and ethnic stereotypes

• ‘Comodify’ culture

• Highlight cultural differences which can

increase cultural/ethnic/ racial tensions

• ‘Disneyfy’ community landscapes

• Reduce cultural events to ‘exotic products’

to be bought and sold


TO BE CONTINUED …


References

• Bowdin et. al. (2011) Events Management. Oxford:

Elsevier Butterworth-Heinemann

• Ferdinand, N. and Shaw, S. (Eds). Events in our

changing world. In N. Ferdinand and P. Kitchin (Eds.)

Events Management: An International Approach (pp. 5-

22). London: Sage Publications

• Fredline, L., Raybould, M., Jago, L., & Deery, M. (2005).

Triple bottom line event evaluation: A proposed

framework for holistic event evaluation. Third

International Event Conference, the Impacts of Events:

Triple Bottom Line Evaluation and Event Legacies.

Sydney, July 2005.


Further Reading

• Shaw, S. (2007). Inner city ethnoscapes as cultural

attractions: Micro-place marketing in Canada. In M.

Smith (Ed.), Tourism, Culture and Regeneration (pp.49-

58). Wallingford: CABI

• Sherry, J.F. & Kozinets, R.V. (2007). Nomadic spirituality

and the burning man festival. Research in Consumer

Behavior, 11, 119-147

• Tull, J. (2012). Event evaluation. In N. Ferdinand and P.

Kitchin (Eds.) Events Management: An International

Approach (pp. 173-196). London: Sage Publications


For Next Time …

• Ferdinand, N. and Williams, N. (2011) Event staging. In

S. Page and J. Connell (Eds.) Routledge Handbook of

Events (pp. 42-44). Abingdon: Routledge

• Greenwood, D.J. (1989). Culture by the pound: An

anthropological perspective on tourism as cultural

commoditization. In V.L. Smith (Ed.) Hosts and guests:

The Anthropology of Tourism (Second Edition) (pp. 171-

185). Philadelphia: University of Pennsylvania Press.

• Waitt, G. (2008). Urban festivals: Geographies of hype,

helplessness and hope. Geography Compass, 2 (2) 513-

537


http://facebook.com/Ms.NicoleFerdinand

@evntmgt

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Documents

Event Impacts part 1