Events in Our Changing World

Learning Objectives

At the end of this session students should be able to: • Reflect on the meaning of events for individuals in

different societies • Identify the practices of business, communities and

countries which have been influenced by the popularity of events

• List and evaluate the positive and negative impacts that events have on communities and the urban environment

• Critically discuss the potential of events to achieve long-term, sustainable economic development

What do Events Mean to Us?

• Opportunities to

appreciate critical

milestones:

For example, weddings,

birthdays, graduations,

anniversaries and cultural and

religious observances

Sites where individuals

can come together to

connect with other to

achieve a sense of

enhanced identity and

to find meaning

What do Events Mean to Us?

• Modern day events represent the evolution of societies, communities and individuals

• The original significance and perception of some events have shifted:

Gay Pride parades’ sexual politics have given way to family fun and festivities

The symbolism behind Trinidad and Tobago Carnival has shifted from rebellion to a message of freedom and self-expression

Events in Organizations

• Create linkages

• Disseminate information

• Provide motivation and opportunities for celebration

• Brings people together from different countries

Events in Communities

Religious and cultural festivals sometimes known as ethnic festivals, can play an important role in uniting communities comprising of ethnic and cultural minorities

These events can:

• Reinforce shared identities

• Evolve new meaning, through the integration of cultural influences

• Help to achieve a 'cosmopolitan' character that can be promoted as a positive feature to external audiences

Events and Cities

Festivals and other events – together with impressive urban landscapes on which they can be staged and promoted – have become 'a means of

improving the image of cities, adding life to city streets and giving citizens renewed pride in their city' (Richards and Palmer, 2010: 27-31).

‘Eventful cities’ also undertake the creation of fixed cultural

capital, such as: iconic buildings, sports stadia, museums,art

galleries and concert halls, upgrading of public spaces,etc.

The Olympic Tower, Montreal –

Built for the 1976 Olympic Games

Events as Place

Marketing for Cities • 'Festivalization' – the temporary

transformation of a place into symbolic space in which the public domain is claimed for particular forms of consumption

• Media-oriented festivalization – helps to cultivate an image of the city as a backdrop for events that can attract global financial interests

Events as Place

Marketing Debate The 'ultra-modern' aesthetic

of these global spectacles or

developed fixed cultural

capital (shopping malls,

theme parks, airports, etc.),

lends itself well to the

diminishing of the sense of

spatial and cultural identity,

inevitably intended for mass

replication (Relph,1976)

Events as Place

Marketing Debate

Kotler et al. (1993) noted a shift in the principles and practices of Place Marketing, from replication to reclaiming and nurturing

the originating cultural identity

“...astute place marketers adopted more sophisticated 'product development and competitive niche thinking...seeking to define themselves as distinctive places with competitive advantages for target industries.” (Kotler et al., 1993: 78)

• Striking an acceptable balance – events should enthuse all sections of the resident population as well as appeal to external audiences

• Making the right presentation – events must present the city/locality itself in ways that attract the attention of footloose globe-trotters whose engagement with the place may be temporary and somewhat superficial

• Avoiding and/or minimizing public dissatisfaction

Place Marketing Challenges

Events and Countries

Events have been important engines of economic recovery and growth for countries

Events:

• Reduce high unemployment rates

• Revitalize neglected inner city streetscapes and infrastructure

• Regenerate industries

• Create wealth for the locality through increased expenditure on local goods and services

Events and Countries

Events also have a host of negative consequences for cities

Events:

• Generate losses

• Create long-term debt

• Are sources of political criticism and dissent

• Can initiate regime change

Summary

• Events are a chance to celebrate milestones, gather with others to gain a sense of identity and can be used to evaluate changes that have occurred in cultures and societies

• Businesses use events to disseminate information to its internal stakeholders as well as to engage external stakeholders with the use of Event Marketing and Experiential Marketing

• Events can have both positive and negative impacts on communities as they hold the potential to unite communities as well as create or maintain divisions

• Events hold significant positive potential revitalizing urban environments

References

• Ferdinand, N. and Shaw, S. (2012). Events in our changing world. Events Management An International Approach. London: Sage Publications