Event evaluation guest lecture

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This lecture outlines the complex nature of event management and provides some guidelines for conducting an event evaluation.

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Event evaluation guest lecture

  1. 1. Event EvaluationDetermining Event Success
  2. 2. St. Lucia Jazz • Was this event a success or failure? • Who in the country would be more likely to say it was a success? • Who would be most unhappy with this event?Festival of Highs and Lows
  3. 3. Learning ObjectivesAt the end of this session you should be able to:• Articulate the nature and importance of evaluation to the events management function• Describe what event evaluation should focus on• Explain the purpose of event evaluation, including the needs and expectations of stakeholders• Describe the cyclical, holistic nature of event evaluation using the three critical Ss of events• Assess the different forms of evaluation models and methods• Formulate and prepare an event evaluation report
  4. 4. Event Evaluation
  5. 5. •••
  6. 6. What view of event evaluation should be taken for this event?
  7. 7. REASONS FOR ALL EVENT EVALUATION Allows for more informed decisions towards greater efficiency and more positive results to be made To measure success or failure INTERNALLY-DRIVEN REASONS EXTERNALLY-DRIVEN REASONS To determine whether goals and To determine level of awarenessobjectives have been met of sponsors’ products/services To engender accountability To satisfy accountability requirements To identify and address problemsand challenges To determine level of media interest and coverage To determine whether eventmanagement functions have To determine event’s level ofachieved expected outcomes impact on tourist arrivals To understand who attends the To determine event’s level ofevent to determine who else can impact on business and otherbe targeted related industries To determine worth of the event To determine whether eventto its workers and volunteers satisfies the expectations of community stakeholders To determine whether and howthe event can remain viable and To determine worth of the eventbecome sustainable to its patrons
  8. 8. Event Evaluation Data Descriptive Numerical Numerical and Descriptive
  9. 9. Evaluation Considerations• Does the event organization/event host have, or have access to the requisite resources to conduct an event evaluation exercise?• Have event evaluations been conducted on the event in the past? And if so, how often and what kind of evaluation?• What use was made of the evaluation report?• What is the nature of the environment in which the event operates?• Can it facilitate the execution of an event evaluation?• Does the event have access to a wide range of information it can use to conduct the evaluation exercise?
  10. 10. • Quantitative – primarily concerned with counting complex data sets such as attendance levels, information sources and event activities.• Challenges and limitations of using quantitative approaches exclusively:  Low response rates to surveys  Inconsistencies arising out of varied interpretations of terminology used in surveys leading to over- calculation and possible misrepresentation of data
  11. 11. • This video highlights some of the negative aspects of the Edinburgh International Festival.• What types of approaches might be used to evaluate these? Worries over complacency about festival
  12. 12. ••• Challenges and limitations of using qualitative approaches exclusively:  Cannot reach the numbers of quantitative approaches
  13. 13. •••
  14. 14. •    
  15. 15. •   
  16. 16. ••••
  17. 17. Event Types & Evaluation Tools Image Maker • Content Analysis Tourism Product • Visitor Exit SurveyEconomic Development • Economic Impact Assessment Catalyst Transformer of Socio- • Social Impact Scale Analysis cultural LandscapeSustainable Development • Environmental Impact Analysis Model
  18. 18. Consider Live Earth Live Earth Concerts Backfire• What type of event was it?• Which of the evaluation tools would provide the measures provided in the news report?• Was the event a failure?
  19. 19. • Missed opportunities to correct detected problems• Minimal focus on evaluation at the planning phases, which is vital to understanding many decisions taken at the implementation stage• Key elements of the evaluations may not be deployed effectively, if at all
  20. 20. Conducting Event Evaluation (1) • Determine the purpose of the event evaluation exercise, including whether the evaluation isStep 1 necessary. • Identify what should be the focus of evaluation.Step 2 • Select the most suitable approach for conductingStep 3 the evaluation exercise. • Select model(s) for evaluation as a framework for data collection based on suitability, practicality andStep 4 relevance.
  21. 21. • Complete steps 1 – 4 for the Ecounters13 event being held here at Porvoo Campus• Display the steps in the form of a poster
  22. 22. Conducting Event Evaluation (2) • Develop appropriate instruments and data collection strategies based on the methodsStep 5 selected. • Collect and analyse data and findings.Step 6Step 7 • Prepare and disseminate event evaluation report. • Formulate and implement decisions for improvement based on findings of event evaluationStep 8 report.
  23. 23. ••••
  24. 24. References• Tull, J. (2012) Event evaluation. In N. Ferdinand and P. Kitchin (Eds.) Events Management: An International Approach pp. 173-195. London: Sage Publications1/4/12

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