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Events in Our Changing World
Learning ObjectivesAt the end of this session students should beable to:• Reflect on the meaning of events for individuals...
What do Events Mean to Us?                                Sites where individuals• Opportunities to               can come...
What do Events Mean to Us?• Modern day events represent the evolution of  societies, communities and individuals• The orig...
Events in Organizations• Create linkages• Disseminate information• Provide motivation and  opportunities for  celebration•...
Events in CommunitiesReligious and cultural          These events can:festivals sometimes known       • Reinforce shared i...
Events and CitiesFestivals and other events – together with impressive urban landscapes on     which they can be staged an...
‘Eventful cities’ also undertake the creation of fixed cultural  capital, such as: iconic buildings, sports stadia, museum...
Events as Place         Marketing for Cities• Festivalization – the temporary  transformation of a place into symbolic spa...
Events as Place             Marketing DebateThe ultra-modern aestheticof these global spectacles or   developed fixed cult...
Events as Place            Marketing Debate   Kotler et al. (1993) noted a shift in theprinciples and practices of Place M...
Place Marketing Challenges• Striking an acceptable balance –  events should enthuse all sections of  the resident populati...
Events and CountriesEvents have been important enginesof economic recovery and growth forcountriesEvents:• Reduce high une...
Events and CountriesEvents also have a host ofnegative consequences forcities             Events:         •    Generate lo...
Summary• Events are a chance to celebrate milestones, gather with  others to gain a sense of identity and can be used to  ...
References• Ferdinand, N. and Shaw, S. (2012). Events in  our changing world. Events Management An  International Approach...
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Events in our changing world

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This presentation considers the evolving and wide-reaching impacts events have on individuals, communities, organizations, cities and countries.

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Events in our changing world

  1. 1. Events in Our Changing World
  2. 2. Learning ObjectivesAt the end of this session students should beable to:• Reflect on the meaning 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 communities and the urban environment• Critically discuss the potential of events to achieve long- term, sustainable economic development
  3. 3. What do Events Mean to Us? Sites where individuals• Opportunities to can come together to appreciate critical connect with other to achieve a sense of milestones: enhanced identity and  For example, weddings, to find meaning birthdays, graduations, anniversaries and cultural and religious observances
  4. 4. What do Events Mean to Us?• 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
  5. 5. Events in Organizations• Create linkages• Disseminate information• Provide motivation and opportunities for celebration• Brings people together from different countries
  6. 6. Events in CommunitiesReligious and cultural These events can:festivals sometimes known • Reinforce shared identitiesas ethnic festivals, can play • Evolve new meaning, throughan important role in uniting the integration of cultural influencescommunities comprising of • Help to achieve a cosmopolitanethnic and cultural character that can be promotedminorities as a positive feature to external audiences
  7. 7. Events and CitiesFestivals and other events – together with impressive urban landscapes on which they can be staged and promoted – have become a means of improving the image of cities, adding life to city streets and giving citizens renewed pride in their city (Richards and Palmer, 2010: 27-31).
  8. 8. ‘Eventful cities’ also undertake the creation of fixed cultural capital, such as: iconic buildings, sports stadia, museums,art galleries and concert halls, upgrading of public spaces,etc. The Olympic Tower, Montreal – Built for the 1976 Olympic Games
  9. 9. Events as Place Marketing for Cities• Festivalization – the temporary transformation of a place into symbolic space in which the public domain is claimed for particular forms of consumption• Media-oriented festivalization – helps to cultivate an image of the city as a backdrop for events that can attract global financial interests
  10. 10. Events as Place Marketing DebateThe ultra-modern aestheticof these global spectacles or developed fixed cultural capital (shopping malls, theme parks, airports, etc.), lends itself well to the diminishing of the sense of spatial and cultural identity,inevitably intended for mass replication (Relph,1976)
  11. 11. Events as Place Marketing Debate Kotler et al. (1993) noted a shift in theprinciples and practices of Place Marketing,from replication to reclaiming and nurturing the originating cultural identity “...astute place marketers adopted more sophisticated product development and competitive niche thinking...seeking to define themselves as distinctive places with competitive advantages for target industries.” (Kotler et al., 1993: 78)
  12. 12. Place Marketing Challenges• Striking an acceptable balance – events should enthuse all sections of the resident population as well as appeal to external audiences• Making the right presentation – events must present the city/locality itself in ways that attract the attention of footloose globe-trotters whose engagement with the place may be temporary and somewhat superficial• Avoiding and/or minimizing public dissatisfaction
  13. 13. Events and CountriesEvents have been important enginesof economic recovery and growth forcountriesEvents:• Reduce high unemployment rates• Revitalize neglected inner city streetscapes and infrastructure• Regenerate industries• Create wealth for the locality through increased expenditure on local goods and services
  14. 14. Events and CountriesEvents also have a host ofnegative consequences forcities Events: • Generate losses • Create long-term debt • Are sources of political criticism and dissent • Can initiate regime change
  15. 15. Summary• Events are a chance to celebrate milestones, gather with others to gain a sense of identity and can be used to evaluate changes that have occurred in cultures and societies• Businesses use events to disseminate information to its internal stakeholders as well as to engage external stakeholders with the use of Event Marketing and Experiential Marketing• Events can have both positive and negative impacts on communities as they hold the potential to unite communities as well as create or maintain divisions• Events hold significant positive potential revitalizing urban environments
  16. 16. References• Ferdinand, N. and Shaw, S. (2012). Events in our changing world. Events Management An International Approach. London: Sage Publications

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