Chapter 1:

Introduction to
Event
 Event Industry

The event industry is complex, dynamic environment

and as such the aim of the study and future interactive
workshops are to ensure that individuals working in the
area of:-

 Events Planning,
 Organization, and
 Implementation
 What is meant by the word
"events"

• Anything that happens, as distinguished from anything that exists.

• An occurrence, especially one of great importance.
• A special event in a one-off happening designed to meet specific needs at any
given time.
• Local community events may be designed as an activity established to involve
the local population in a shared experience to their mutual benefits.
• An event recognizes a unique moment in time with ceremony and ritual to
satisfy specific needs.
3
 Event Definition

“Events are temporary

occurrences. They have a finite
length, and for planned events
this is usually fixed and
publicized.” (Getz 1997, p 4)

Getz (1997) further comments that

“events are temporary, and
every event is a unique blending
of its duration, setting,
management, and people”.
 Definition of Special
Event?
Organizers:
“A special event is a one –time or infrequently
occurring event outside normal programs or
activities of the sponsoring or organizing body.”

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.”
INTRODUCTION TO EVENT INDUSTRY (HEM20203)TIA MOHD NAR
Definition of Special
Event?
 “Special events are that
phenomenon arising from those
non-routine occasions which
have leisure, cultural,
personal or organizational
objectives set apart from the
normal activity of daily life,
whose purpose is to
enlighten, celebrate,
entertain or challenge the
experience of a group of
people”
(Shone & Parry 2004, p. 3)
 Types of Event
SIZE FORM OR CONTENT
1. Mega Events 1. Sporting
Large event that affect whole economies and global media.
Example : World Cup Soccer, Olympic Games 2. Entertainment
2. Hallmark Events 3. Commercial markets
Major one time or recurring events of limited duration, developed
primarily to enhance awareness, appeal and profitability 4. Meeting & Exhibition
Example: SEA Games 5. Festivals
3. Major Events 6. Special occasions
This event attracts similar significant local interest and large number of
participants and generating significant tourism revenue.
Example: Songkran, Concert

4. Local or Community Events

A festivals and events that are targeted mainly at local audiences and
staged primarily for their social, fun and entertainment value.
Example: Food Fair, Fun Fair

7
Type of event-related businesses
Artistic Parades &
Seminars Incentive trips
displays Street parties

Sports
Company
Performances competition & Gatherings
functions
Tournaments

Festivals &
Exhibitions Nature tours Expositions
Carnivals

Environmental Rallies &

Civil sales Pageants
days Shows

Walks & Garden

Open days Theme parties
Marathons displays

8
The Structure of The Events
Industry
Event Organizations
 Host of the event
Event Management Companies
 Event organizer
Event Industry suppliers
 Supply event related materials
Venue
 Putra World Trade Centre (PWTC)
 Kuala Lumpur Convention Centre
 Putrajaya International Convention
Centre (PICC)
Industry Association
Malaysia Convention & Exhibition
Bureau (MyCEB)
Malaysian Association of Tour and
Travel Agents (MATTA)
Malaysian Association of Hotels
(MAH)
Chef Association of Malaysia
External Regulatory Bodies
Malaysia External Trade Development
Corporation (MATRADE)
Ministry of International Trade &
Industry (MITI)
Publication
9
 Characteristics of
Events
•Can be as small as an office outing to something as large as The Olympics.

•Can be a one off occurrence or regular occurrence (annually, bi-annually,

every four years etc.)

•Requires special management skills, knowledge and characteristic since it is

a complex industry.

•Requires specialized services that requires the engagement of outside

contractors.

•High risk, large investments / costs with high failure & turnover rate.

10
 Geography Location

Size of population

Age of Population

No. of voluntary
Organizations
The Importance
Key Of Events Affluence of the
community

Ability of organizers

Nature of site/venue

Facilities and
equipment available
 The Benefits of
Events
• Contributes to the employment & income both nationally &
regionally.
• Generates investment in tourism & recreation infrastructure.
• Provide opportunities to access new venue & exchange ideas.
• Promotes local tourism activities.
• Multiplier & spillover effect.

12
 The Benefits of
Events
• Promotes global community & international understanding.
• Most compatible with other economic activities.
• Creates favorable worldwide image.
• Spreads development.
• Governmental revenues
• Broadens educational & cultural horizons
• Improves quality of life

13
 Knowledge and Skills Required
by Event Managers
1. Technical Competence
(specific knowledge, methods and skills applied to discrete tasks),

2. Social and Human Skills

(focus on interpersonal relationships, motivating staff, effective teamwork and leadership,
sensitivity and style of management)

3. Conceptual Ability
(ability to view complexity of situations, decision making, contribution related to objectives
of the organization and strategy)
 Event Manager
Responsibilities
1. Determining the parameters, policies and procedures
2. Planning, designing and producing
3. Overseeing coordination
4. Developing and implementing the marketing plan
5. Preparing financial, business and evaluative reports
6. Developing a risk management plan
7. Overseeing financial management