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Special Events, 7th EditionCreating, Sustaining, and Celebrating a New WorldProfessor Joe Goldblatt, FRSA

Chapter Two: Models of Sustainable Event LeadershipCopyright 2014 by John Wiley & Sons, Inc. All rights reserved.

Chapter 2AgendaPhoto by the Author.Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. AgendaAnimated introductionOpening Activity: Objects of CelebrationChapter One ReviewChapter TwoBook Report Chapter TwoMini case study discussion fourGlobal event thought leader Frank SupovitzAssignments Questions, answers, and discussionCopyright 2014 by John Wiley & Sons, Inc. All rights reserved. 3Key TermsCorporate social responsibility: the corporate commitment to creating and delivering events that promote corporate responsibility by improving economic, social and environmental impacts for society.EMBOK: Event Management Body of Knowledge developed by a group of industry professionals to establish standards for the global events industry.EMICS: Event Management Industry Competency Standards developed by the Canadian Tourism Human Resource Council and Meeting Professionals International.Gap analysis: Analysis of the planning gaps that may be present before the start of an event.IEMS: International Event Management Standards developed by the Canadian Tourism Human Resource Council to identify common competencies and standards for event managers throughout the world.Mind mapping: A process for pictorially linking thoughts and ideas to create a mind map that represents the inputs of various event stakeholders.Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. 4Key Terms (contd.)Project management: A system composed of commissioning tasks, milestones, closure and other key elements to provide a common vocabulary and process for managing projects throughout the world.Qualitative research: Research that uses language and observation to identify and analyze the meaning provided by interviewees.Quantitative research: Research that may be enumerated in terms of its outcomes.Reliability: the extent to which your research is accurateSWOT analysis: The strengths, weaknesses, opportunities and threats posed by future events.Tempo: The pace of the planning and delivery process of the event.Triple-bottom-line evaluation: A comprehensive evaluation of the social, economic and environmental impacts of an event.Validity: The accuracy of the research instrument as evidenced through pilot testing and reviews prior to conducting a full scale study.Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. 5Learning ObjectivesRecognize and use the five phases of the modern event planning processIdentify the strengths, weaknesses, opportunities, and threats of your eventCreate an accurate blueprint for your eventConduct a comprehensive needs assessmentComplete a gap analysis for your eventCommunicate effectively with event stakeholdersCritically integrate corporate social responsibility (CSR) into every event Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. 6Lecture One ReviewDefining special eventsImpactsChangeCareer Opportunities

Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. Ask the students to define the term special events.Ask the students to describe typical impacts from planned events.Ask the students to describe typical changes in the events industry.Ask the students to describe typical future career opportunities they may explore.7Lecture TwoFive phases of event managementSWOT analysisNeeds assessmentGap analysisEffective communicationsCorporate Social Responsibility (CSR)Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. ActivityShare your object of celebration with one other student.Describe to your partner why you selected this item and why it is important to you.Describe the memories that it creates.Your partner should be prepared to share your comments with the class.Five minutes.

Photo by the Author.Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. Begin this activity by showing one of your own personal objects of celebration (event ticket, event photo) and describe why you selected this, why it is important to you, and what memories it creates.Show this photo of a New Orleans, Louisiana Mardi Gras float and describe how beads are thrown to spectators and how spectators keep the beads as treasured memories of their event. Next ask the students to share their objects with one other person. As they begin their discussion move from pair to pair and probe them for deeper meanings about these objects. Ask questions such as Why do you keep this object event today when the event occurred many years ago? What does this object represent to you? When you show this to others, how do you feel?Finally, ask the students to show and describe their objects of celebration to the entire class and ask the class if there are any universal meanings that are represented by these objects?9This photo is not in book. Check with author about source.DiscussionWhat did you learn about objects of celebration?Why are objects of celebration important for events?

Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. 1. Sample answers may be that people have different types of objects of celebration by they have many common meanings such as family, friends, fantastic experiences, travel, new experiences, etc.2. Sample answers may be that objects of celebration are important because they help promote memories of the event, remind us of the overall experience including the people with whom we shared the event. 10Five PhasesResearchDesignPlanningCoordinationEvaluationCopyright 2014 by John Wiley & Sons, Inc. All rights reserved. 1. Research must be conducted first to determine if the event is feasible, viable and sustainable.Design is the creative process and includes brainstorming and mind mapping.Planning is the strategic part of the event management process where you link the overall aims and objectives of the sponsoring organization to the outcomes of the event.Coordination is the phase that includes on site production from loading in to loading out the equipment.Evaluation is one of the most important phases and is ongoing (formative) but also summative producing the knowledge you need to improve future events. 11SWOT AnalysisStrengthsWeaknessesOpportunitiesThreatsCopyright 2014 by John Wiley & Sons, Inc. All rights reserved. Strengths may be a good budget, sufficient volunteers, experienced staff. Strengths are often known through history and research.Weaknesses are the opposite of strengths. Weaknesses are also often known through research.Opportunities include potential commercial sponsorship, linking the event to co promotion partners and other opportunities that are not confirmed. Opportunities are unknown but a predictable and potential way to improve the outcome of your event.Threats include inclement weather, poor ticket sales, poor sponsorship sales and other negative impacts. Threats are also often unknown but predictable through research.

12Needs AssessmentThe needs assessment allows us to align the event plan with the needs of the stakeholders.Stakeholders are those who are invested in the event.Research helps identify the needs, wants, and desires of the event stakeholders.Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. 1. To promote goodness of fit between the event and the potential guests and others it is essential you assess the needs as expressed by the event stakeholders.Wedding stakeholders may include the bride and groom, the parents who help pay for the wedding, the government, the minister performing the wedding, the vendor partners providing resources for the wedding, the guests who have travelled to attend the wedding and others. Needs are those essential resources such as parking. Wants may include valet parking. Desires may include that the car is washed while it is being valet parked during the event. 13Gap AnalysisThe gap analysis identifies key gaps in the research phase.The gaps must be identified and closed prior to the design phase.Once the gaps are closed, the design phase may proceed.

Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. A typical gap may be not knowing the budget history of the event.This gap may be closed by researching comparable event budgets to create comparisons.Only when the gaps are closed may you confidently proceed to the creative, design phase so that you are designing with the most complete information that is available to you.

14Effective CommunicationsCommunication between event stakeholders is critically important.Communication may include social media as well as email.It is important to handle communications immediately and confirm receipt.Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. All stakeholders communicate different. Find out how your stakeholders wish to communicate with you.Social media such as Facebook and Twitter may be used to promote communications.Do not delay in responding to communications requests and always make certain you confirm that your communications have been received and understood by your recipient. 15Corporate Social Responsibility (CSR)CSR is the attempt by corporate bodies to integrate social responsibilities into their strategic planning and operations process.CSR may include environmental sustainability as well as creating social capital in communities where the event is being conducted.Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. Some corporate bodies include in their values statement the key role of social responsibility.In addition to environmental and social sustainability some corporation have Fair Trade policies to promote economic sustainability. Ask your students is they support Fair Trade and make Fair Trade purchases themselves. 16Chapter Two Book Report10 minute presentationEveryone participates equallyOverview of the chapterThree questions from book review group for classThree questions from class for book review groupFinal question from the instructor for the entire class

Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. Mini-Case Discussion: 4. ConventionsHow could the event planners have better honored their leaders?How could the event planners have shared the history of the organization without boring the audience?

Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. They should first consult with their past leaders and then after they reach consensus incorporate these ideas into the final event design.They could invite the leaders to participate in a panel discussion and then pre - plant controversial questions with the audience.18Global Event Thought Leader: Frank Supovitz, Senior Vice President for Events, U.S. National Football League (NFL)How does Frank Supovitz see the technological changes impacting special events?Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. Mr. Supovitz sees the production manual becoming a electronic version so that it may be instantly downloaded on a tablet from the cloud and changed instantly on site as needed. Remind the students that all Global Event Thought Leaders are available in the video interview format.19AssignmentRead and be prepared to discuss Chapter 3.Read and be prepared to discuss mini case study 6.Copyright 2014 by John Wiley & Sons, Inc. All rights reserved. Questions, Answers, and DiscussionCopyright 2014 by John Wiley & Sons, Inc. All rights reserved.