This document provides an introduction to event management. It defines an event as something that happens at a given place and time for a reason involving someone or something. It outlines the sizes of events from mega events targeting international markets to minor annual or one-time events. The types of events discussed include sporting events, entertainment/arts/cultural festivals, commercial/marketing promotions, conferences, fundraising, family events, and miscellaneous events. The roles and responsibilities of an event manager are described, as well as the relationships and teams involved in event management and planning.

1. Introduction to Event Management
Event Industry Knowledge inVietnam & Global Context
Camellia Dinh
July 2016

2. Outline:
 Definition of “Event”
 Sizes of Events
 Types of Events
 Event Management
 Event Industry and Relationships within the Event Industry
 Updating Industry Knowledge

3. Definition:
“An event is something that happens
at a given place and time, for a
reason with someone or something
involved” (Steve John-n – How to
successfully manage any event”).
MillennialAnniversary of Hanoi
was “once in a life time”
experience forVietnam.
“An occasion, a gathering of people
at a certain place at certain time for
a specific reason” (Shannon
Kilkenney).

4. Sizes of events
 Mega Events
 Hallmark Events
 Major Events
 Minor Events

5. Mega Events
Mega events are defined as the largest events and generally targeted at international
markets. (LynnVan DerWagen – Event Management forTourism, Cultural, Business and
Sporting Events)

6. Hallmark Events
Mega events are designed to increase the appeal of specific tourism destination or region.
(LynnVan DerWagen – Event Management forTourism, Cultural, Business and Sporting
Events)

7. Major Events
These events attract significant local interest and large number of participants as well as
generating significant tourism experience. (LynnVan Der Wagen – Event Management for
Tourism, Cultural, Business and Sporting Events)

8. Minor Events
The types of annual or one-off events such as meetings, parties, celebrations, award
ceremonies, sporting finals, community and social events. (LynnVan Der Wagen – Event
Management forTourism, Cultural, Business and Sporting Events)

9. Types of events
 Sporting Events
 Entertainment, Arts and Cultural Festivals
 Commercial, Marketing and Promotional Events
 Meetings, Incentives, Conferences and Exhibitions (M.I.C.E)
 Fundraising
 Family Events
 Miscellaneous Events

10. Sporting Events
Sporting Events are held in all states
and territories and they attract
international sports men and women
at highest levels. Many of events of
this type have become Mega Events
(OlympicGames orTheWorld Cup)
or Hallmark Events (The Melbourne
Cup;The Australian Open)
It’s not all about sport, it is a “Hallmark” festive
event of Australia for all women & men).

11. Entertainment, Arts
and Cultural Festivals
• MusicTours and Live Shows
• Concerts
• Theater Performances
• Wine and Food Festivals
• Local/Regional Events
Holi Colour Festival in India & Nepal
Mardi Gras in Sydney

12. Commercial, Marketing
and Promotional Events
• Promotional events is generally
to differentiate the product or
service from its competitors and
to ensure that it is memorable.

13. Meetings, Incentives,
Conventions and
Exhibitions (M.I.C.E)
• Academic Conferences
• Corporate Meetings
• Association Meetings
• Government Meetings
• Incentive Meetings
• Exhibition &Trade Shows
Watch: Singapore ResortWorld
Sentosa M.I.C.E PromotionVideo
Watch:Thailand - Preferred
M.I.C.E destination in South East
Asia

14. VietnamTourism Promotion
by Ministry of Culture, Sport andTourism

15. M.I.C.E Promotion
(Vietnam vsThailand)
Vietnam National Administration ofTourism
Website
BusinessEvents Thailand
Thailand Incentive and Conference
Association
Thailand Convention & Exhibition Bureau

16. Fundraising Events
• Commonly run by enthusiastic
local committees or non-profit
organizations to serve a
charitable cause (helping people
with disability or poverty).
Children in Sa Pa

17. Family & Special
Events
• Weddings
• Birthdays
• Funerals
• Graduation
• Christenings
Miscellaneous Events
• Cherry Blossom Festivals
• Monsoon Festival Hanoi
• European Food Festivals
• Spring Fair

18. Introduction to Event Management
 What is the role of an Event Manager?
 The EventTeam
 Relationships within the Event Industry
 Event Industry Updates

19. Event Manager
Job Description:
“Events managers are responsible for
organizing and running all kinds of
promotional, business and social events.
You would control the whole project, from
planning at the start to running the event
on the day”
(National Careers Service, UK)
The Job Description:
-discussing what the client wants
-coming up with original ideas for events
-agreeing budgets and timescales
-researching + negotiating + contracting
venues, contacts and suppliers
-ensuring that health, safety and insurance
regulations are followed
-managing a team and making sure smooth
event logistics from planning to post
events.

20. The EventTeam:
An event manager is generally supported
by a team which grows exponentially
based on scoop of each event. An event manager typically works with a
number of contractors, including:
-venue managers
-stage managers
-lighting & audio visual companies
-decorations and florists
-entertainers
-employment agencies
-rental companies
-public relations and marketing consultants
-security companies
-catering companies
-cleaning companies
-ticketing operations
-printers

21. Event Management:
“Event management is the co-ordination,
running and planning of all the people,
teams and features that come together to
create every kind of event”
(Event BusinessAcademy).
Primary Functional Areas of Events:
• Marketing
• Finance
• Human Resources
• Site/Operations/Event Logistics
• Production / Competition

22. Relationships within Event Industry
Government bodies:
-Federal
-State
-Local
BusinessAssociations Sports Industry and
AssociationsArts and Entertainment
Industry

23. Event IndustryTrends & Updates

24. Questions?
camellia.dinh@gmail.com