hkbu lecture 1 - understanding festive events

Festive Event Management

Subject Code: CEM4103

Lecture 1

Developed & Presented by :

Roy Ying, Msc, MHKIoD

Understanding Festive Events

Note: Pictures used in this

power point file is for academic

Purpose only

Agenda1. Introduction

2. Course Outline & Administration

3. Definition of Festive Events

4. Types of Events

5. Elements of Festive Events

� Objectives, Time Frame, Venue,

Organizer, Sponsor, Audience

6. Audience Identification

7. Class Participation Exercise

About me…

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?

Agenda1. Introduction

2. Course Outline & Administration

3. Definition of Festive Events

4. Types of Events

5. Elements of Festive Events

� Objectives, Time Frame, Venue,

Organizer, Sponsor, Audience

6. Class Participation Exercise

Course ObjectivesBy 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.

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

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

Course Administration

5%Class participation*

15%Continuous Assessment (Quiz)

20%Continuous Assessment (Assignment)

60%Written Examination

Weighting (100%)

in total

Format

(Must have 80% attendance)

* Students will be graded on the 10 class participation questions

throughout the 10 lectures

Agenda1. Introduction

2. Course Outline & Administration

3. Definition of Festive Events

4. Types of Events

5. Elements of Festive Events

� Objectives, Time Frame, Venue,

Organizer, Sponsor, Audience

6. Class Participation Exercise

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

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

Source: Silver (2004) Global Knowledge Domain

Structure for Event Management

Source: Silver (2004) Global Knowledge Domain

Structure for Event Management

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)

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

About Festive Event

• It is the event incepted by an organizer to celebrate the festival

http://www.discoverhongkong.com/festivehk2010/index.jsp

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

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

Agenda1. Introduction

2. Course Outline & Administration

3. Definition of Festive Events

4. Types of Events

5. Elements of Festive Events

� Objectives, Time Frame, Venue,

Organizer, Sponsor, Audience

6. Class Participation Exercise

Types of Festive Events

1. Culturally driven

2. Commercially driven

3. Politically driven

4. Tourism driven

5. Religiously driven

6. Community driven

7. Sports driven

Types of Festive Events

• Culturally driven:

Types of Festive Events

• Commercially driven:

Types of Festive Events

• Politically driven:

Types of Festive Events

• Tourism driven

Types of Festive Events

• Religion driven:

Types of Festive Events

• Community driven:

Types of Festive Events

• Sports driven:

Agenda1. Introduction

2. Course Outline & Administration

3. Definition of Festive Events

4. Types of Events

5. Elements of Festive Events

� Objectives, Time Frame, Venue,

Organizer, Sponsor, Audience

6. Class Participation Exercise

Elements of Festive Events

EventObjectives

Time Frame =

Lead time + Duration

Audience

Venue

Organizer/Co-organizer

Sponsor

Supporting

Organization

Culture

Objectives – for festivals

Why 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

2011 New Year Fire Works

• Why did HKTB want this so badly?

Time

• What is the appropriate timing?

– Time of day

– Days of week

– Season of year

– Also taking into regional & cultural differences

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

Time

• What time did his New Year’s eve show start?

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

Venue

Quiz – can you name these?1

2

3

4

56

7 8

Organizer

• Types of Organizing Entities:

– Organizer

– Co-organizer

– Supporting Organization

– Sponsor

Class discussion

• Can you name at least 10 commercial organizers of New Year count down activities?

• Let’s start with…..

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?

Agenda1. Introduction

2. Course Outline & Administration

3. Definition of Festive Events

4. Types of Events

5. Elements of Festive Events

� Objectives, Time Frame, Venue,

Organizer, Sponsor, Audience

6. Class Participation Exercise

Class Participation 1

• Chinese New Year

Provide recommendations on how

you would plan CNY celebration

Time Frame =

Lead time + Duration

Audience

Venuea

Sponsors

Supporting

Organization

Culture

Objectives

Organizer

THANK YOU

• See you next week

• My email: taurus.ying@gmail.com