Event Design in an

International Context

Learning Objectives

At the end of this session you should be able to:

• Understand the various aspects of developing an event theme in view of principles, creativity and cultural sensitivity involved in theme design.

• Recognize key theme elements associated with event design by focusing on venue, catering, entertainment, and décor.

• Identify international design trends and current trends in event design for consideration in the events management process.

Event Design

‘the very heart and soul, the raison d’être of any truly great event’.

Brown and James (2004: 53) (

Event Design

• A key operational activity in the planning, development and management of events

• As noted in the Events Management Body of Knowledge (EMBOK) is a core ‘domain’ or ‘function’ within events management

• Performs both an aesthetic and functional role in the event management process

• Links theory with practice

Event Design Objectives

•Stimulating the 5 senses

– Sound

– Sight

– Smell

– Touch

– Taste

•Experience-making and experience-enhancing:

– Creating memorable experiences

– Creating unique happenings

•Transcending from the ‘ordinary’ to the ‘extraordinary’

Theme

• A device which allows for the communication of a broad range of ideas and images based on widely held cultural assumptions

• It is used to drive all the design elements of an event to create a unified experience that captivates the customer

• A “psycho-syntactic” device for compressing a big idea

What is the Theme Here?

The Next Chapter

Developing Themes

Effective Themes

Cultural Sensitivity

Theme Ideas &

Creativity

Principles

Principles Brown and James (2004: 60-61) identify five principles which can be applied to event theme design management:

(i) scale — size of event utilizing venue space;

(ii) shape — layout of event;

(iii) focus — directing attendee gaze to physical elements such as colour or movement;

(iv) timing — the event programme / schedule / agenda; and,

(v) build — ebbs and peaks in an event.

Principles (cont’d)

•Pine and Gilmore (1999) also identify five principles which can be applied to event theme design management:

– It must alter a guest’s sense of reality

– It must affect the experience of space, time and matter

– It must integrate space, time and matter into a cohesive realistic whole

– It is strengthened by creating multiple places within a place

– It must fit the character of the enterprise staging the experience

Theme Ideas

• Themes can arise from a variety of sources

Theme Ideas

Where else could you look?

Why Not Google It?

Creativity •Creating unforgettable and memorable

experiences

• Event design and creativity have a symbolic relationship – they are inseparable

• Event themes should show uniqueness, originality and authenticity in design

• Themes as a form of escapism, which are aligned to the imaginations and / or ‘dream-worlds’ of event attendees

Cultural Sensitivity

•Events are international in form and content, which brings people and populations of different cultures together – events have an international reach. •As the global and local cultures meet it is important that cultural sensitivity is shown because what is acceptable in one culture may not be the case in another culture. • Although event themes can be transferred from one place to another, the way they are staged will differ depending upon the international customers for whom the event is hosted and the country which the event is taking place.

7 Facets of Event Design

Catering

Content

Entertainment

Environment

Production

Program

Theme

Catering

•As a sensory stimulator, the smell or aroma and taste or flavour of cuisine is critical in enhancing the thematic design and experience of an event. •Food and drink provisions and functions in an event could be directed by a given theme, which interrelates with other aspects of design such as content, entertainment, environment, production and program. •The catering design may be unconsciously and / or consciously driven by the sacred or profane character of an event theme.

Content

Sport Music Education Politics Art Culture Business

Entertainment

•No event, whether themed or not, would be complete without some form of entertainment for attendees.

•Entertainment evolves around four genres: –(i) singing / music (e.g. musicals);

– (ii) storytelling / theatre (e.g. drama);

– (iii) dance (e.g. costuming); and,

– (iv) athletes / athletic pursuits (e.g. juggling).

Environment

• Décor •Décor is reflective of theming because it involves transforming ordinary mundane spaces to innovatively ‘wowing’ settings. • Décor can be inspired by many thematic preferences, such as the traditional or modern, classic or chic styles, choice of flowers and floral arrangements, plain or patterned drapes and backdrops, special effects

Venue • Today there are many search techniques available to the events planner to ensure the right venue is selected because location are core to event design and experience. •There are many types of venues across the world which can be transformed or used in their original form to complement an event theme. The Ice Hotel (Quebec, Canada) is a venue which is built entirely from ice and is a perfect backdrop for a fairytale themed wedding.

Production (Staging)

• Temporary/permanent structures that are put up at event sites

• Only licensed professionals should be employed to erect and install these

• Include: – Stages and platforms – Tenting – Flooring

Programme

•Communicates the schedule, agenda and timing

• Should advance the theme and incorporate principles of event design

•Should ebb and flow to structure an engaging event experience

Design Trends

Summary

• Event educators, planners and students should promote global diversity and difference in their teachings, management and study of theming in events.

• Theming compels the international event management educator, planner and student to consider the two worlds of events — the business (experience economy) and non-business (emotion-making) dimensions — when reaching out to global clientele.