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HKBU Lecture 1 - understanding festive events

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HKBU Lecture 1 - understanding festive events

  1. 1. Festive Event Management Subject Code: CEM4103 Lecture 1Understanding 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. Introduction2. Course Outline & Administration3. Definition of Festive Events4. Types of Events5. Elements of Festive Events Objectives, Time Frame, Venue, Organizer, Sponsor, Audience6. Audience Identification7. Class Participation Exercise
  3. 3. About me…
  4. 4. Your Turn• It’s time for me to get to know you• What’s your name?• What’s your job?• Have you managed events before?• If yes, what are they?
  5. 5. Agenda1. Introduction2. Course Outline & Administration3. Definition of Festive Events4. Types of Events5. Elements of Festive Events Objectives, Time Frame, Venue, Organizer, Sponsor, Audience6. Class Participation Exercise
  6. 6. Course Objectives By completing this module, you should be able to:• identify types and characteristics of festive events;• structure and manage a festive event; and• explore publicity opportunities for festivals.
  7. 7. Lecture 1 to 5Outline:• Jan 6 – Understanding Festive Events• Jan 13 – Festivals from different cultures• Jan 20 – Funding an event• Jan 27 – No Class• Feb 3 – Festive event planning• Feb 10 – Event program development process
  8. 8. Lecture 6 to 10Outline:• Feb 17 – Manpower, talent and supplier management Mid-term Quiz• Feb 24 – Publicity and Media• Mar 2 – Festive event marketing• Mar 9 – Pre-event preparation and hospitality• Mar 16 – Production, onsite logistics contingency & crisis management• Mar 31 – Exam
  9. 9. Course AdministrationFormat Weighting (100%)(Must have 80% attendance) in totalWritten Examination 60%Continuous Assessment (Assignment) 20%Continuous Assessment (Quiz) 15%Class participation* 5%* Students will be graded on the 10 class participation questionsthroughout the 10 lectures
  10. 10. Agenda1. Introduction2. Course Outline & Administration3. Definition of Festive Events4. Types of Events5. Elements of Festive Events Objectives, Time Frame, Venue, Organizer, Sponsor, Audience6. Class Participation Exercise
  11. 11. Definition of Events• An event is an occurrence; something that happens. It could be: – A ceremony, for example, a marriage – A competition, for example, a sports competition – A convention (meeting) – A festival, for example, Tuen Ng Dragon Boat Racing – An entertainment, for example, a musical / concert – A media event, a happening that attracts coverage by mass media – A social gathering, for example, a birthday party – A game or gamble, for example, horse racing
  12. 12. Definition of Events• So it’s just about anything, but there should be: – Objective(s) – Time frame – Venue(s) – Organizer(s) – Group(s) of audience
  13. 13. Source: Silver (2004) Global Knowledge Domain Structure for Event Management
  14. 14. Source: Silver (2004) Global Knowledge Domain Structure for Event Management
  15. 15. Definitions of Festival• A festival can be defined as: “A special moment in time celebrated with ceremony and ritual to specify special needs.” (Goldblatt 1997) “Themed public occasions designed to occur for a limited duration that celebrate valued aspects of a community (or a culture)’s way of life.” (Douglas et al 2001)
  16. 16. International Festivals & Events Association (IFEA)• Under its code of professional conduct & ethics (2002): – Festivals, events and civic celebrations are at the foundation of characteristics that distinguish human communities and interaction
  17. 17. About Festive Event • It is the event incepted by an organizer to celebrate the festivalhttp://www.discoverhongkong.com/festivehk2010/index.jsp
  18. 18. Class Participation 1a• Get into 3 groups. Take 5 minutes to discuss among yourselves• Name at least one festival and a matching festive event that’s popular in Hong Kong – Example…….Tuen Ng Festival and Dragon Boat Racing Contest
  19. 19. Class Participation Model Answers• Halloween => Trick or treat (for kids)• Mid-autumn festival => Lantern party• New Year => Count down at Times Square• Pre-CNY => Flower bazaar• Chinese new year => Fire works• Christmas => Parties• Valentine’s Day => Expensive flowers & dinners• Cheung Chau Da Jiu Festival (長洲太平清醮 ) => Bun mountain climbing contest• Winter Solstice => We go home for dinner (much like Thanksgiving in the US)• Ghost Festival => Chinese opera celebration (孟蘭盛會) ………..and many more
  20. 20. Agenda1. Introduction2. Course Outline & Administration3. Definition of Festive Events4. Types of Events5. Elements of Festive Events Objectives, Time Frame, Venue, Organizer, Sponsor, Audience6. Class Participation Exercise
  21. 21. Types of Festive Events1. Culturally driven2. Commercially driven3. Politically driven4. Tourism driven5. Religiously driven6. Community driven7. Sports driven
  22. 22. Types of Festive Events• Culturally driven:
  23. 23. Types of Festive Events• Commercially driven:
  24. 24. Types of Festive Events• Politically driven:
  25. 25. Types of Festive Events• Tourism driven
  26. 26. Types of Festive Events• Religion driven:
  27. 27. Types of Festive Events• Community driven:
  28. 28. Types of Festive Events• Sports driven:
  29. 29. Agenda1. Introduction2. Course Outline & Administration3. Definition of Festive Events4. Types of Events5. Elements of Festive Events Objectives, Time Frame, Venue, Organizer, Sponsor, Audience6. Class Participation Exercise
  30. 30. Elements of Festive Events Time Frame = Culture Event Lead time + Duration Objectives Audience Organizer/ Co-organizerVenue Supporting Organization Sponsor
  31. 31. Objectives – for festivalsWhy do you want to organize an event? 1. Celebration 2. Exposure and popularity 3. Make money 4. Attract overseas tourist 5. Advocate religious belief 6. Uphold tradition 7. National unity and pride
  32. 32. 2011 New Year Fire Works• Why did HKTB want this so badly?
  33. 33. Time• What is the appropriate timing? – Time of day – Days of week – Season of year – Also taking into regional & cultural differences
  34. 34. Time• How long should the event take? – What element you want to include? – What objectives you want to achieve during the event? – Don’t plan your events any long than they have to
  35. 35. Time• What time did his New Year’s eve show start?
  36. 36. Venue(s)• How to pick a venue? – Technically, event managers should pick the venue best matching the needs of the event – But venue decision is often made by client or top management out of personal preference or politics
  37. 37. Venue Quiz – can you name these? 1 3 24 7 8 65
  38. 38. Organizer• Types of Organizing Entities: – Organizer – Co-organizer – Supporting Organization – Sponsor
  39. 39. Class discussion• Can you name at least 10 commercial organizers of New Year count down activities?• Let’s start with…..
  40. 40. Audience• Who do you want to attend your event? – Just warm bodies to fill the room? – Or people who you want to talk to? – Or people who may buy from you? – Or people you want to get to know? – Where to find them? How to reach them?
  41. 41. Agenda1. Introduction2. Course Outline & Administration3. Definition of Festive Events4. Types of Events5. Elements of Festive Events Objectives, Time Frame, Venue, Organizer, Sponsor, Audience6. Class Participation Exercise
  42. 42. Class Participation 1• Chinese New Year
  43. 43. Provide recommendations on how you would plan CNY celebration Time Frame = CultureLead time + Duration Audience Objectives Venuea Organizer Supporting Organization Sponsors
  44. 44. THANK YOU• See you next week• My email: taurus.ying@gmail.com

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