HKBU Lecture 2 - conceptualizing a festive event

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HKBU Lecture 2 - conceptualizing a festive event

  1. 1. Festive Event Management Subject Code: CEM4103 Lecture 2Conceptualizing and Developing Festive Events Developed & Presented by : Roy Ying, Msc, MHKIoD Note: Pictures used in this power point file is for academic Purpose only
  2. 2. Agenda1. Cultural events2. Stakeholders in festive events3. Creating the event concept4. Evaluating the event concept
  3. 3. What event is this?
  4. 4. Class Participation 2a (25%)• Who is organizer?• How money is made?• What is the main event?
  5. 5. Thanksgiving Day• Thanksgiving Day is a harvest festival. Popular in the United States and Canada, it is generally seen as a day of feasting and expressing gratitude.• Currently, in Canada, Thanksgiving is celebrated on the second Monday of October and in the United States, it is celebrated on the fourth Thursday of November.• In the US, The most important Thanksgiving event is the Macys Thanksgiving Day Parade in New York
  6. 6. Thanksgiving is also celebrated in other parts of the world
  7. 7. Class Discussion• What is the main purpose of Macy to host this event?• How to make this event sustainable for 84 years?• Who’s the official TV? Is the right exclusive?
  8. 8. Festival of Hungry Ghost• Festival of the Hungry Ghosts marks the day when Chinese people believe that a door to the underworld is opened allowing restless spirits to wander the earth.• In the Chinese calendar, the Ghost Festival is on the 15th night of the seventh lunar month (14th in southern China).
  9. 9. Meng Lan (盂蘭會 )• A very Chiu Chow tradition• Celebrated all over Hong Kong, Kowloon and N.T. with over 60 organizers• What do you do in a Hungry Ghost Festive Event?
  10. 10. Halloween• an annual festival observed on October 31, which commonly includes activities such as trick-or-treating, attending costume parties, carving jack-o-lanterns, bonfires, visiting haunted attractions, playing pranks, telling scary stories, and watching horror films.
  11. 11. New YorkHalloween Parade Ocean Park Halloween
  12. 12. Valentine’s Day• Most countries celebrate 14 Feb as a day of romance, but there are exceptions.• In Brazil, In Brazil, the Dia dos Namorados (lit. "Day of the Enamored", or "Boyfriends/Girlfriends Day") is celebrated on June 12• Traditional Chinese Valentines day is called "qixi" in pinyin, and is celebrated on the 7th day of the 7th month of the lunar calendar,
  13. 13. Dating Party Celebration in Japan - Chocolate Which Whichone is anone is an event? event?
  14. 14. HKTB’s CNY Celebration
  15. 15. Dragon Boat Festival• Three of the most widespread activities for Duanwu Festival are eating (and preparing) zongzi, drinking realgar wine, and racing dragon boats.
  16. 16. Hong Kong Dragon Boat Carnival
  17. 17. Class Discussion• Who is the organizer of the Carnival?• Who is the organizer of the Competition?• Which government agency would provide funding for this event?• What companies would you approach to sponsor this event?• What are the objectives of the event?
  18. 18. Agenda1. Cultures2. Stakeholders in festive events3. Creating the event concept4. Evaluating the event concept
  19. 19. Stakeholders• Host organization• Host community• Sponsors• Media• Co-workers• Participants & spectators• Others
  20. 20. Group Discussion – CNY Parade
  21. 21. Group Discussion – CNY Parade• What is the purpose of this event?• What are the organizer’s objectives?• In which direction is the organizing going to achieve its objectives?• Who are the key stakeholders?• What benefits does this event bring to the stakeholders?
  22. 22. Agenda1. Cultural events2. Stakeholders in festive events3. Creating the event concept4. Evaluating the event concept
  23. 23. Creating Event Concept• In the event marketing 5W model, Goldblatt (1997) suggests the following questions to ask in creating event concept – Why is the event being held? – Who are the stakeholders? – When should the event be held? – Where is the best place to hold the event? – What is the event’s content delivery?
  24. 24. Basic Research• Look for relevant stakeholder. For example, if you are looking to celebrate Tuen Ng festival, you should involve Dragon Boat Association• Also research on commercial activities to be generated from the event so to ensure a financially sustainable future• For cultural or religious events, chances are, other cities have done it before. Draw references to similar festive activities.
  25. 25. Agenda1. Cultures2. Stakeholders in festive events3. Creating the event concept4. Evaluating the event concept
  26. 26. Evaluating Concept• Shone and Parry (2001) – Screening Process – Marketing screen – Operations screen – Financial screen
  27. 27. Feasibility Study• It’s a go or no go decision• There are five common factors (TELOS): – Technology – Economy – Legal – Operation – Schedule
  28. 28. TechnologyTechnological feasibility is carried out to determine whether the company has the capability, in terms of software, hardware, personnel and expertise, to handle the completion of the project
  29. 29. Economy• More commonly known as cost/benefit analysis, the procedure is to determine the benefits and savings that are expected from a candidate system and compare them with costs.• Time-based study: This is an analysis of the time required to achieve a return on investments. The future value of a project is also a factor.
  30. 30. LegalDetermines whether the proposed project and its processes are is in compliance with legal requirements• Examples of issues related to events: – Anti-spam legislation – Labour ordinance – Tax – Licenses (i.e., lucky draw, fireworks)
  31. 31. Operations• Operational feasibility is a measure of how well a proposed an event plan can carry out the event, and takes advantage of the opportunities identified during scope definition and how it satisfies the objectives identified in the project charter
  32. 32. Schedule• Typically this means estimating how long the system will take to develop, and if it can be completed in a given time period using some methods like payback period.• Schedule feasibility is a measure of how reasonable the project timetable is.• Some projects are initiated with specific deadlines. You need to determine whether the deadlines are mandatory or desirable
  33. 33. Feasibility ReportA feasibility report can become very complicated, but even in its simplest form, it should answer the following questions:• What are the goals and objectives of the project?• Will the project meet the goals and objectives of all stakeholders?• What are the project’s costs and benefits?• Does the company have, or can it readily obtain, the resources it will need?• How long will it take to see results?• Does the project (i.e., the event) have long-term potential?• Are the risks known, understood, and manageable? If the risks are not manageable, are they acceptable?
  34. 34. Feasibility report example• London’s bid for World Cup http://www.isrm.co.uk/news/enews/enews68/world_cup_feasibility.pdf
  35. 35. Key Elements in a successful Bid for FIFA World Cup Key factor in the operations Process is the scheduleSince the government is bidding, the legal feasibility is less of anissue
  36. 36. Group Assignment• Pick an event during the CNY• Develop a presentation with the following elements: – Event brief (Objective, Organizers, Audience, Time and Venue) – Origin or history of the festive celebration – Funding or the commercial elements of the event – Operational requirements (production, regulatory licenses, marketing, manpower and onsite management) – Suppose you are the event manager, what would your recommendation in doing a better job next year
  37. 37. Continued• Presentation of 15 to 20 minutes in length.• Must include photos or video taken by you.• Group 1 will ask group 2 a couple of questions. Group 2 will ask group 3, who will in turn ask group 1.• Not all group members need to present, but every member will get the same score.• Each group’s event must not be the same.

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