EVENT MANAGEMENT



1. Introduction 

An event is something that happens at a given place and time. An event is an occasion where a gathering of the target audience meets to celebrate or experience an occurrence, and is organized to communicate and interact with a purpose to achieve an objective. It is a dynamic plan involving a live multimedia package organized with a preconceived concept or idea. It is further customized or modified to meet the client’s objectives in terms of his reach and suitability. It influences the minds of a sharply defined target audience gathered there by providing them with an enthralling, interactive, touch-and-feel experience.

“Events are defined as occurrences to communicate particular messages to the target audience.”   - Philip Kotler

An event is a unique moment in time that is commemorated/observed to satisfy specific needs. Events are synonymous with occurrences, happenings, incidents, occasions, and experiences. While sometimes events occur on their own, events may also occur as planned activities directed towards the attainment of a defined goal or objective. Events are temporary and not a permanent phase. They have a finite, publicized life. An event is a single run through experience and cannot be repeated. The objective of the event is to capture the customer’s attention.  

From the above explanation and definitions, we can figure out three major components of an Event:     

    • Public Assembly [events gather a mass of people on the same floor and roof]
    • Purpose [it is done to meet or achieve a certain purpose] 
    • Activities [various activities are carried out to meet or achieve the purposes]

Event has different connotations and meanings in different fields as follows:

    • Probability theory - an event is a set of outcomes
    • Physics - indicates a physical situation or occurrence
    • Computer science - an action that is usually initiated outside the scope of a program


1.1 Characteristics of Events:

    • Events offer a unique, once-in-a-lifetime experience, not in a routine and not permanent.
    • Events are aimed at the fulfillment of certain aims and objectives and are temporary in nature.
    • Events are specific occurrences with a shorter life span when compared to projects.
    • Events involve a substantial and huge requirement of funds and management of scarce resources.
    • Events require judicious planning and involve all important managerial functions.
    • Events involve facing an environment of risks and uncertainties.
    • They are often displays of rituals, symbols, and artifacts with social, symbolic values, beliefs, ideologies, and traditions.
    • They are gatherings of people

2. Types of events
Different event typologies have been developed globally based on the events' objectives. Events are part of every nation's traditions and cultures. In actuality, the host nation benefits from well-planned events. More precisely, it supports the economic growth and tourism of the host nation. Additionally, the locals can gain a deeper understanding of their identity and feel more proud of themselves. The objective of the event itself will determine which category it falls under, such as religious, cultural, musical, etc. Events can be categorized into various types based on their purpose, scale, audience, and organization.

2.1 Basic Categories of Event 

·        Leisure events: Simply put, these are events held purely for the fun of having an event. For recreation, like a party, a sports competition, or a fair. Leisure events are held to involve the person taking part in the event without actually expecting an immediate result.

·       Cultural events: Events that bring out a cultural heritage or happenings. These have an impact on society and people who are a part of it. These are high community involvement events. A community can be a religion, a race, a cast or even a college. Let’s define a community. A group of people living in the same locality and under the same government, the district or locality in which such a group lives. A group of people having common interests: the scientific community, the international business community. A group viewed as forming a distinct segment of society: the gay community, the community of colour. So what do we have here? We have a set of people sharing similar interests and celebrating something together, it could be their religion, their college festival, etc.

·        Organisational events: These are events that tend to be well organised and have implications and interests that are commercial, political, sales-driven, etc. events of this nature are generally with a specific agenda. It is generally informative or sales driven or has some commercial value in tangible or intangible terms.

·        Personal events: These are generally events that are held on a very personal level, for family and friends etc. these are generally by invitation and the number of people involved is high. One of the underlying facts differentiating the types of events is also the number of people who take part in the event or are in some way involved.


  2.2  Basis of Size 
    • Local or community Events: These are certain festivals and events that are targeted mainly at local audiences and staged primarily for their social, fun and entertainment value. These events often produce a range of benefits, including engendering pride in the community, strengthening a feeling of belonging and creating a sense of place. They can also help to expose people to new ideas and experiences, encourage participation in sports and arts activities, and encourage tolerance and diversity. For these reasons, local governments often support such events as part of their community and cultural development strategies. E.g., community meetings, musical programs, fundraising events, local area cleaning etc.
    • Major Events: Major events are events that, by their scale and media interest, are capable of attracting significant visitor numbers, media coverage and economic benefits. Major events provides international platform for host nation to broadcast and bring out the various aspects of the nation e.g. culture, nature as a whole in an international level. It also has a significant proportion of international participants. For e.g. Women’s Rugby World Cup 2021 to be held at New Zealand.
Hallmark Events: These are specific events that become so identified with the spirit or ethos of a town, city or region that they become synonymous with the name of the place, and gain widespread recognition and awareness.  Hallmark events are major one time or recurring events of limited duration, developed primarily to enhance awareness, appeal and profitability of a tourism destination in the short term or long term. Such events rely for their success on uniqueness, status, or timely significance to create interest and attract attention. E.g. Matatirtha Mela, Rio Carnival in Brazil, Oktoberfest in Munich Germany and Edinburg International Festival in Scotland.
    • Mega Events: Mega-events are those events that are so large that they affect whole economies and reverberate in the global media. These events are generally developed following competitive bidding. They include the Olympic Games, the Paralympic Games, the FIFA World Cup, the IAAF World Championships and World Fairs. Mega-events, by way of their size or significance, are those that yield extraordinarily high levels of tourism, media coverage, prestige, or economic impact for the host community, venue or organization. are events which are expressly targeted at the international tourism market and may be suitably described as ‘mega’ by virtue of their size in terms of attendance, target market, level of public financial involvement, political effects, extent of television coverage, construction of facilities, and impact on economic and social fabric of the host community.
2.3 Basis of Content 

  •  Organizational/corporate events e.g. commercial, political, charitable, sales, product launch, expo: Incentive, party, annual days, functions, picnic, meeting, seminar, conference, talk program, mass meeting, ceremonial days, Product launch, annual employee get-together, morale building, and motivation programs, training. All these come under the purview of corporate events. Some of these are often annual events that are driven by a fixed annual budget to motivate, enhance, and reward staff colleagues, clients, dealers, and consumers, as the case may be to explore more business acumen.
  • Social/Personal events, e.g. weddings, birthdays, anniversaries:  Birthday Party, weddings, anniversaries, club meets, society programs are a few events that come under this category. The purpose is to celebrate or just meet for a variety of reasons.
  • Sports event : Matches, derbies, marathons, tournaments, rallies, and award ceremonies related to a sport. The purpose of such an event is to keep sports activities alive, evoke national and international participation, and encourage talent. Apart from that, the euphoria generated through these events is not only enthralling for the audience and participants but also for the economy of the region/country as a whole.
  • Cultural events e.g. ceremonial, religious, art, heritage, and folklore : Dashin mela, teej festival, shivratri concert, lhosar party, bhaitika, new year party, dandia, tharu dance, are under this category. The purpose is to relieve and celebrate the festive season or a day and thereby bring unity and diversity in the community
  • Trade/business events: Annual trade fairs, markets, sales, exhibitions/expositions, raffles, shopping festivals, consumer trade shows, exchange offers, barter, interaction between dealers and consumers are under these categories.
  • Educational events: Conferences, seminars, workshops, training programs, convocation ceremonies, alumni meets, are to impart knowledge and skills, train and teach, acknowledge, felicitate, and celebrate milestones and achievements are some of the educational events.
  • Leisure/entertainment events, e.g., leisure sport, music, recreation: Award ceremonies, model hunts, fashion shows, beauty pageants, talent hunts, concerts, musical nights, cultural shows, theme parties, film premiers, art exhibitions, … to provide entertainment to people are under these categories.
  • Civic/government/political events: VIP visits, Rallies, party anniversaries, independence/republic day, to bring about awareness, national integration, earn revenues, invite national and international participation, attract and encourage tourism, build relations, and election campaigns for the promotion of candidates.
  • Meeting:  A meeting is a gathering of two or more people that has been convened to achieve a common goal through verbal interaction, such as sharing information or reaching an agreement.

  • Conference: Normally, conferences take place to disseminate information on a particular broad theme, where people (professionals/academics) working in the area present papers to the audience. Audiences are given chances to put up queries to the presenter. Conference can be held from a local to an international level. Meaning and definitions directly related to the meeting industry.
  •  Convention: Convention is more formal. Thus, many fraternal organizations, professional societies, and social organizations, conventions in a fixed interval of time, as in the statutes of the organizations, societies it is mandatory to do so. As given above in no 3, it is somehow political. Nevertheless, in spite of elections or the selection of candidates, discussion can take place in the form of a conference. 

  •  Workshop: It is similar to a symposium. In this event, a particular theme or problem is discussed with the stakeholders. All of the participants are expected to participate in solving the problem or recommending solutions. It is advisable to present an issue in the form of a background paper before initiating discussion. To make all the participants work, it will be easy if all the participants are grouped into various groups. Later on, they can present their ideas in a plenary so that all can give suggestions.

  •  Seminar: The term is used basically for imparting knowledge to the audience. It has a latent intention of learning. Used in academic and professional fields. It is also used for the promotion of a company, product, etc. It is considered that the speaker has a wide knowledge of the particular theme.

Confer: taking or giving advice and discussing

meeting for lectures and discussion: a meeting, sometimes lasting for several days, in which people with a common interest participate in discussions or listen to lectures to obtain information

meeting for serious discussion: a meeting to discuss serious matters, for example, policy or business

meeting of representatives of an organization: a usually annual gathering of local representatives of an organization, such as a political party, trade union,  where policy matters and other issues are discussed or decided. 

Meaning and/or definitions not directly related to the meeting industry.  

Conferring of something: the conferring of something, such as a degree or honor, on somebody 

Meaning and definitions directly related to the meeting industry

 A meeting or series of meetings of specialists who have different skills but have a specific common interest and come together for training or learning purposes. The work schedule of a seminar is aimed at enriching the skills of the participants a small group of students, as in a university, engaged in advanced study and original research under a member of the faculty and meeting regularly to exchange information and hold discussions

3. Event Management

3.1. Concept  

Event management is an application of project management to the creation, development, and execution of events. Event management requires strong organizational communication, negotiation, budgeting, and creative skills. Event Management is the process of planning, organizing, and executing events such as conferences, weddings, festivals, concerts, exhibitions, or corporate gatherings. It involves a series of steps to ensure that an event runs smoothly, meets its objectives, and provides a good experience for attendees. Creativity is also an attitude, the ability to accept change and newness, a willingness to play with ideas and possibilities, a flexibility of outlook, the habit of enjoying the good, while looking for ways to improve it. We are socialized into accepting only a small number of permissible or normal things. Creativity in event management helps companies by opening up new opportunities for problem-solving and growth that more conventional methods would not allow for. New perspectives on problems from a creative approach can lead to new and perhaps previously unheard-of solutions.
There are many advantages to creativity among managers in an event management company. Some of these are listed below:
  • Achieving growth
  • Mentoring teams in the workplace
  • Finding unlikely perspectives within the business

Event Management is the practice of incorporating business logic into labelling events, communicating events, and managing events. It requires a profound interaction and cooperation among business stakeholders, customers, as well as IT and management professionals when designing, implementing, and maintaining processes. 

3.2 Scope and Challenges

Event management consists of expertise with specific knowledge, skills, and several attributes to handle certain types of events. The specific type of event usually requires specific management practices, and hence, event management/management requires professional skills for better delivery of an event. Below are several important:

 Importance of Events Management

  • Management brings out various thematic settings
  • Develops leadership qualities
  • A competent management team enhances corporate image
  • Ensures risk management and safety/security through the event cycle
  • Initiates smooth operations and legal compliance
  • Provides career opportunities for potential ones
  • Develop team spirit within the organization
  • Encourages creative thinking out of the box
  • Proper financial management and allocations
  • Saves time and money, considering quality in mind

Event Management: Professional Challenges Today

  • Lack of infrastructure
  • Technology shortcoming – hardware/software: audio-visual, stagecraft, management
  • Lack of regulatory environment: fire hazards, public safety, material quality, health hazards – food, toilets, garbage disposal, etc., insurance (public liability, terrorism, etc.)
  • Export/Import Facility – ATA Carnet, Nepal is not a signatory to the ATA customs convention adopted by the World Customs Convention and Customs Co-operation Council, operated by ICC through its member chamber of commerce and industry
  • Events as a communication tool: exhibitions and corporate events
  • Failure to utilize its unique full potential of events on the part of organizers/exhibitors
  • Exhibitions  - interactive/intensive aspects
  • Corporate events – interactive aspect
  • Public events – interactive aspects
  • Attitude and perception regarding event management
  • No standards or method of charging
  • Creativity and service are undervalued by buyers
  • Lack of commitment and professionalism by suppliers

 3.3 History and Evolution of Event Management

Events to this day, along with management, are largely the modern-day practice of age-old expressions of human social interactions and activities. Before commencing an understanding of some of the mechanics of modern-day events management, a more historical view of their development through the ages may enable the reader to put contemporary events management into the context of its origins.

Ancient texts, such as the Christian and Jewish Old Testaments, record the early practice of festivals. These were enshrined in law and primarily took the form of the seven feasts of Israel, where the people of the nation gathered seven times throughout the year in religious celebration and remembrance. Various customs and rituals were practised, from the eating of the Passover feast through to the offering of sacrifices. Variations of these different feasts are still practised today. World religions, such as Islam, later developed annual pilgrimages, such as the hajj to Mecca, which currently presents several significant crowd safety challenges.

The Purans and Upanishads of Hindus present the tales of Ashwamedh Yagna and grand Swayamvara of the prince and princess, in which they used to be the participation of the local folks, the royalities of neighbouring countries, rishis, priests so on. Not only such large-scale events, but also many private and public relations, such as Yagya, Jatra, Mela, Festivals, and Sport competitions have been seen portraying the Hindu lifestyle.

 Similarly, Religious observance in Greece gave rise to the first ancient Olympic Games in 776 BC held at ancient Greece in honor of Zeus. As modern-day festivals, such as Christmas and Halloween, also have their roots in such observance, whether pagan or otherwise.

 The mid-19th-century Industrial Revolution created the need for meetings and events to grow and expand beyond parties for the rich and royal. Industrialization provided a stronger economy and increased manufacturing and businesses. It became necessary for people to set up meetings and events in order to collaborate and grow their businesses. People made more money, which meant that they could spend more on hosting events. The expansion of transportation provided options to increase the number of events and meetings. New modes of transportation such as trains permitted a feasible manner for people to travel to and from events.

The Nepalese culture, as seen today mostly noticeable from the Kathmandu valley at the beginning of the 1st century or probably even earlier. But it was only after the country opened to the outside world with the advent of democracy in 1951, that the world was able to see the grandeur and opulence of Nepalese culture. No doubt, the different ruling dynasties patronized it, but in essence, it has been a people’s culture- a culture nurtured by the people through the ages. No cultural takes place in Nepal without the people’s mass participation. One can see the spectrum of festivals and rituals that are celebrated almost every other day in some part or the other of the country. In the capital city of Kathmandu, the Newars who make up the indigenous inhabitants of the Kathmandu valley and are best known for their artistic creativity and skilled craftsmanship culture has held a paramount position in their everyday lives.


Cultural tolerance has been the quintessence of the Nepalese way of life. Nepal remains one of the most peaceful multi-religious, multi –ethnic and multi-cultural countries in the world.

 The ethnic unity and religious harmony maintained by the Nepalese against such diversity are truly remarkable and have been acknowledged internationally. Undeniably, this plurality of cultures is what has given Nepalese society its vibrant and lively character.

In this 21st century the technological advancements have influenced the way events are organized. The technology has somehow digitized the way people travel for events. The advancement of information technology and computing has brought some sophisticated design elements, adding value to the events delivered from the event planners' side. The event planner, with the aid of the vast technological and technical aspects, shapes the modern event industry with competent skills. The modern event industry, after all is a skill been passed from generation to generation and from one person to another to this present day from history and cultures. 

4. Events Industry 

Event Management is a multi-million & even billion-dollar industry, growing rapidly, with mega shows and events hosted regularly. Surprisingly, there is no formalized research conducted to assess the growth of this industry. Events previously can be traced back to be part of the hospitality and Tourism sector until now, where the major activity, followed by immense business activity, has made it emerge as an industry on its own. The logistics side of the industry is paid less than the sales/sponsorship side, though some may say that these are two different industries.

The global events industry size was valued at $1,100 billion in 2018, and is expected to grow at a CAGR of 10.3% to reach $2,330 billion by 2026. Events refer to public gatherings of the populace at a determined time and place. The purpose of staging an event can be to increase business profitability, celebrate, entertain, and support community causes, among others. The most popular events include MICE (Meetings, Incentives, Conventions and Exhibitions), corporate events & seminars, promotion & fundraising, music & art performance, sports, festivals, trade shows, and product launches. The key stakeholders within the events market are corporate organizations, public organizations & NGOs, and similar others.

 Key Components of the Event Industry

The historic and past events has shaped the current modern event industry, with its own practitioners, suppliers and professional associations. Currently, event industry seeks following key components:

  1.  Event Organizations: Events are often staged or hosted by event organizations, which may be event-specific bodies or a team. Corporate events are often organized by in-house event teams or by project teams within the companies that are putting on the event.
  2. Event Management Companies: Event management companies are professional groups or individuals that organize events on a contract basis on behalf of their clients. The companies organize a number of events and develop long-term relationships with their clients and suppliers.
  3. Event industry supplier or contractors: Specific suppliers works for specific event related areas, such as staging, sound production, lighting, audio-visual production, entertainment and catering, or they may work in associated areas, such as transport, communications, security, legal services and accounting services to assist the production of professional and high-calibre events.
  4. Venues and sites: The Venue chosen, either indoor or outdoor, should be compatible with the types of program and audience. The comfort of participants is of paramount importance while selecting any venue.
  5. Industry Associations: Varieties of associations are within the industry, training and accreditation programmes, codes of ethical practice, and lobbying on behalf of their members.  For example, EMAN (Event Management Association of Nepal).
  6. External regulatory bodies: A series of local government and statutory bodies are responsible for overseeing the conduct and safe staging of events, and these bodies have an integral relationship with the industry. For example London City Council often oversees the application of laws governing the preparation and sale of food, street closures, waste management, and removal. Similarly, Kathmandu municipality oversees current major events within the Kathmandu district.

 Nature and Characteristics of the Event Industry (Global Context)

1.     Global Interest through mass media, their attention, and digital web practices

2.     Highly competitive organizers and multiple stakeholders

3.   Social, Environmental, and Economic impact and benefit through event tourism

4.     Unique products offering being quite authentic and imaginative

5.     Risks and hazards considerations

6.     Political considerations, either local, regional, national or international

7.     Complexity from start to shutdown

8.      Human Resource as a vital asset reflecting a part of the service sector 

5.  The Role of Event Manager

The event manager is the person who plans and executes the event. Event managers and their teams are often behind the scenes, running the event. Event managers may also be involved in more than just the planning and execution of the event, but also brand building, marketing, and communication strategy. The event manager is an expert at the creative, technical, and logistical elements that help an event succeed. This includes event design, audio-visual production, scriptwriting, logistics, budgeting, negotiation, and, of course, client service. It is a multi-dimensional profession.

An event manager is a person of vision, energy, and commitment in a position of responsibility and authority. An event manager plays myriad professional roles. According to Darcy Campion Devney, an Event manager is:

·   Project director: set and define goals, schedule, and assign tasks

·   Personnel supervisor: choose, motivate, and evaluate staff

·   Art director: design theme, decorations, and printed materials

·   Executive: evaluate long-term results and make decisions

·   Accountant: plan the budget and balance the books

·   Facilities expert: find and use a site to its fullest potential

·   Public relations practitioner: target audience and develop a publicity campaign

·   Salesperson: sell the event to the organization, financial sponsors, and the public

·   Box-office consultant: monitor ticket sales and the registration process

·   Program administrator: develop and schedule programming

·   Caterer: create nutritious menus and oversee food preparation

·   Captain: choose and implement a food service system

 Event Manager Responsibilities:

·       Brainstorming and implementing event plans and concepts.

·       Handling budgeting and invoicing.

·       Liaising and negotiating with vendors.

·       Negotiating sponsorship deals.

·       Handling logistics.

·       Updating senior management.

·       Managing branding and communication.

·       Developing event feedback surveys.

·       Obtaining permits.

·       Handling post-event reports.

 Event Manager Requirements:

 Degree in Public Relations, Communications, or Hospitality.

Communication and marketing skills

Project management experience.

Good leadership skills.

Highly Organized

Multi-tasker.

Good time management.

 Proficiency in various event software

 Expert interpersonal skills.

Risk management experience.

 












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