UNIT 1: EVENT CONTEX

 



Unit 1: EVENT CONTEXT 

1.1 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


1.1.1 Characteristics of Event

  • Events offer a unique, once-in-a-lifetime experience, unlike any routine and lasting only for a moment. 
  • Events aim to fulfill specific 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 the management of scarce resources. 
  • Events require judicious planning and involve all important managerial functions. 
  • Events involve facing an environment of risks and uncertainties.
  • They often display rituals, symbols, and artifacts with social, symbolic values, beliefs, ideologies, and traditions. 
  • They are gatherings of people. 

1.1.2 Event Management 

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. 

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

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.


 1.2 Rich Tradition of Events

Events are becoming more special, unique, and memorable today, whether it may be a personal event or a corporate event. Today's events are a special moment that people want to make a lifetime memory. in result event industry is becoming more advanced and creative. Today's modern event is rooted in social-cultural and ritual practices of different civilizations, religions, and empires. Trends and practices followed on special occasions, such as festivals, are rich traditions of events. 
The rich tradition of events refers to the deep-rooted cultural, religious, and social practices through which communities organize festivals, rituals, fairs, and communal celebrations that sustain and transmit collective values, identities, and heritage across generations. These traditions often emerge from historical, cosmological, or seasonal cycles and serve as expressions of social cohesion, cultural continuity, and community identity. 
The traditions of events are uniquely different from each other. In the context of Hindu 





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