presents events without end: how to create, sustain and celebrate a new world! with professor joe...
TRANSCRIPT
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presents
Events Without End: How to Create, Sustain and Celebrate a New World!
with
Professor Joe Goldblatt
Executive Director
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As I was saying…
28 Years Ago.
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JW Marriott Learning System
What am I Hearing?50-75% ROI
What Else Do I Need to Know?150-200% ROI
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Happy New Year!New Year’s ResolutionsWrite down one personal resolution,write down one career resolution, andwrite down one hope for the future of human kind. Where is the alignment between our hopes and our personal and professional resolve (plans) to make these dreams come true?
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A leader must first and foremost be a good listener.
Terry Singleton, CSEP, CDMPISES International Past President
Atlanta, Georgia
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Agenda, Learning Outcomes• How to understand the evolution of special
events field from the agricultural, industrial, and post industrial (technology) economies to now become events without end.
• How to approach the fourth age of special events development.
• How to generate greater pre and post event profitability through the seamless integration of technology.
• How to develop new technological platforms to promote efficiency and profitability for your event organization.
• How to analyse mega event case studies to learn what makes the great ones great through mass media event communications.
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Agenda, Learning Outcomes• How to extend and increase the guest experience
through pre and post event technological support.
• How to develop on site high touch experiences through personalization and customization of the guest experience.
• How to utilize and apply design to generate new revenue streams.
• How to measure and evaluate your success in real time to improve performance and increase funding in the future.
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Queen Margaret UniversitySchool of Business, Enterprise and ManagementInduction Presentation: Events ManagementWednesday 15th & 16th September 2010
Slangeva!1000 years
4567 Billion Years20 million planets
just like ours?
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NVA Speed of Light• Evolution: From Agricultural to
Transformational to Communal• Profitable: Travel, Tourism,
Equipment, Memories• Technology: Embedded, Events
without End
• http://www.youtube.com/watch?v=ygXLm8UfKdg
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The Kaleidoscope
• Kalos: Beautiful• Eidos: Shape• Scope: To Look At• Sir David Brewster, 1816,
Scotland• Charles G. Bush, 1818, USA
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Our Swans
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The Swan’s Creativity• Genus: Cygnus• Swan from svan: sound, sing!• Monogamus, they mate for life.• Hindus, “A saintly person is one who has
the ability…
To be in the world without being attached
to it.
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Juvenal
“Rara avis in terris nigroque simillima cycno”
A good person is as rare as the black swan.
Source: Satires, VI, 165
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Special events have the power to change the world,
one person at a time.Deborah Borsum, CSEP, CERP, CMD
ISES International Past PresidentChicago, Illinois
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Black Swan Theory (Event)
• High impact,• Hard to predict,
and • Rare events.
Source: Nassim Nicholas Taleb, 2007 The Black Swan
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Examples of Black Swan Theory
• World War I, • Personal Computers,• The Internet,• 11, September, 2001, and • The Global Economic Crisis
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The Black Swan Outliers and the Events (Outcomes)• World War I• The Personal Computer• The Internet
• 11, September 2001
• The Global Financial Crisis
• Jet Airplane• Automation
• Global trade
• Barriers to Travel and Trade
• Collapse of Financial Markets
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Post World War I and World War II
• Communications Technology• Jet Airplane• Prosperity
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The Rising Tide of Special Events • 1851, The Great Exhibition in London• Improvements in Transport
Infrastructure• Increase in Commercial
Accommodation• Global trade and competition
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What is the Difference Between an Event Planner, an Event Architect and an Event Curator?
40% higher fees.
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Creative Influences• Disney• Marriott• Pritzker
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Disney
• Architecture of Comfort
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Modern Architecture
• Louis Sullivan: Form Follows Function
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Post Modernist Architecture
• Frank Lloyd Wright
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• John Portman, Atlanta, Georgia
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“Practice isn't the thing you do once you're good. It's the thing you do that
makes you good.” Malcolm Gladwell, Outliers, The Story
of Success, 2008, Little Brown & Company
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Who Would Have Predicted… This Decade’s Outliers? (2000-2010)
1. Google: (2002) 70% of all searches, $20 billion per year (turnover)
2. Wikipedia: (2001) 25 times the size of Encyclopaedia Brittanica
3. Twitter: Iran – revolutionary intervention4. Comment is Free (www.guardian.co.uk/commentisfree):
(2006) 100,000 writers, editors5. BBC iPlayer: (www.bbc/iplayer) (2007) Boundless time6. iPhone: (2007) 1 billion applications downloaded7. Craigslist (www.craigslist.org) (2000) 600 cities, the end of
newspaper classified advertising8. Facebook: 600 million people and 3 million annual events9. iTunes U (web.mit.edu/itunesu/ ): University content10. Spotify: (www.spotify.com) 6 million music tracksSource: The Guardian, (2010)
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Technology will have the greatest future impact upon the special events industry.
Tim Lundy, CSEPISES International Past President
Highlands, North Carolina
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“By the time the average person finishes college, he or she will have taken over 2,600 tests, quizzes, and exams. The right answer approach becomes deeply ingrained in our thinking. This may be fine for some mathematical problems where there is in fact only one right answer. The difficulty is that most of life isn’t this way. Life is ambiguous; there are many right answers- all depending on what you’re looking for. But if you think there is only one right answer, then you’ll stop looking as soon as you find one.”
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Reverse Thinking
• What is the antithesis of your idea?• Swimming with water.• Swimming with no water.
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“Creativity is not just about connecting things. Creative people connect experiences they’ve had and synthesize new things.” Steve Jobs, 1955-2011
“
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Alvin Toffler’s Third Wave and Future Shock• First Wave: Agrarian (18th century)• Second Wave: Industrial revolution
(19th century)• Third Wave: Post Industrial
(information) (mid 20th century)• Future Shock: Too much change in
too short a period of time (1963)
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Eventology and the Experience Economy
AgriculturalIndustrialService
ExperienceTransformation
Community – Communal Communitas
Source: Pine & Gilmore, 2000
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Positing The Fourth Wave
• Events without end.• Convergence and hybridization of face
to face and virtual.• Black Swans flying in formation.
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Five Phases of the Next Shock for Special Events and their New Revenue Streams 1. Teasing and Flirting (Internet)2. Group Dating (Internet and Some
Face to Face)3. Individual Romancing (Face to Face)4. Relating (Internet and Face to Face)5. Mating for Life (Internet)
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1. Teasing and Flirting• Data mining• Information architecture• Push or Pull?$ Cooperative advertising?
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2. Group Dating• The offer• The location• The dream$ Micro pre events, auxiliary programmes, transport and accommodations
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3. Individual Romancing• The destination• The dream fulfilled• The magic and mystery revealed$ Pre events, transport, accommodations, fees, post events
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4. Relating• The conversation continues ad
infinitum• Avoiding collision• Promoting collaboration$ On line networks, advertising, webinars, MOOCS, qualifications
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5. Mating for Life• Staying in touch (CRM)• Refreshment• Realignment• Providing solutions• Creating new opportunities for
personal and professional growth $ New programme development, new services offered for additional fees, new multi generational events created
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The experience the guest enjoys from fresh
ingredients prepared on site in their presence is
paramount. Michael Loshin, JD
ISES International Past President
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Ageing: Emphasis on Sense of Taste
The Special Event T
he S
peci
al Event
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New Event Enterprises
• ASAE, ICCA, MPI, PCMA focus on nutritious and healthy meals for delegates.
• Customization of meals.• Thrive Meetings & Events• Smart, Green & Delicious.
Tracey Stuckrath, CSEP,CMM, CHC, CFPM
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Meals During Lent• Offer options. Giving extra choices between entrees can help
diners accommodate their individual sacrifices while allowing others to enjoy their traditional favourites.
• Include vegetarian meals. Since meat is such a commonly avoided food during Lent, it makes sense to include tasty vegetarian choice that also provides protein.
• Go vegan. Vegan options make it easy to let those who give up meat and/or dairy follow their special diets without complication. But, again, make sure you include a protein.
• Simplify dessert. Let participants opt for a fresh fruit dessert, and consider serving dairy-based toppings on the side during this period.
• Think a la carte. In Lent, it may be easiest to offer as much of an a la carte approach as possible to maximize individual choice.
Source: www.thrivemeetings.com
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Victor Turner…Communitas in rituals refers to
liminality (time out of time), marginality, inferiority, and
equality.
Source: Mathieu Deflem, Ritual, Anti-Structure, and Religion: A Discussion of Victor Turner's Processnal Symbolic Analysis, Journal for the Scientific Study of Religion , 30(1):1-25, (1991), Victor Turner,
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Dinner Anyone?
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Dinner Anyone?Restaurant in Brussels
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A Little Music…
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A successful event professional must also be a successful business person.
Lena Malouf, CSEP, AIFDISES International Past President
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Five Creative Event Forces and Trends1. Ageing2. Education3. Creativity - Innovation4. Technology5. Sustainability
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Mobile applications and the World Wide Web will connect and bring more and more people to events
than ever before.
Carol McKibbenISES International Past President
Founding Director, The Special Event
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Design Event Mobile Apps for the Rager Ager• Physical Ease• Aide de Memoire• Engagement and Exercise
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Ageing Gypsies
Let’s Party!
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Event Apps
• Anywhere, Anytime• Life long learning• Blended learning
M+EWhereWhenWhatWhoHow
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Technology
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Taiwan Shake to Share
http://www.youtube.com/watch?v=dI-sHrvuAkw
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Welcome to the New MICE World
http://www.youtube.com/watch?v=rUikIfIVO-0
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3D Digital Mapping
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3D DIGITAL MAPPING
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Mega Events • Super Bowl• Olympic Games• Marathons• World Fairs• Togetherness - Togethering
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The bigger events become, the more targeted they will be to
satisfy individual tastes.Frank Supovitz
Senior Vice President for EventsNational Football League
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Celebration Vacations
• In a national survey of approximately 4,600 adults conducted by Ypartnership in June 2008, almost three-quarters (70%) revealed they have taken a vacation primarily to celebrate a special occasion. Adults less than 35 years of age (75%) were more likely to have taken such a vacation than adults over 55 years of age (69%).
Source: www.ypartnership.com
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Celebration Vacations- A "milestone" anniversary - 78%;- Honeymoon - 75%;- Family reunion - 70%;- First vacation with children - 67%;- Wedding - 65%;- Joining of families/family honeymoon - 63%;- A "milestone" birthday - 59%;- Anniversary - 57%;- Retirement - 55%;- School or College Reunion - 54%;- Quinceaneras - 54%;- School Graduation - 51%;- Bar/Bat Mitzvah - 50%.
Source: YPartnership, 4600 adults, June 2008
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Green and Growing
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Summary
• Keeping Pace with Tomorrow • Creativity is Connectivity• Connectivity is Synergy• Synergy is…
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Event Demand Forces and Trends: Health & Ageing
Marathon 30th Wedding Anniversary
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Uganda, The Mountains of the Moon
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A Kaleidoscopic Renaissance for EVENTS• Kinship and Family• Pride• Courage• Remembrance• Transmission to Future Generations• Magic and Mystery
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Students of planned events are our future. Through
their future events, a better world may emerge.
Richard Aaron, CSEP, CMPFounding President
SEARCH Foundation
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Thank you.
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ReferencesFlorida, Richard (2003) The Rise of the Creative Class, Basic Books: New York, New York
Getz, Donald (2007) Event Studies, Butterworth Heinemann: Oxford, UK
Gladwell, Malcolm (2008) Outliers: The Story of Success, New York: Little Brown & Company
Goldblatt, Joe (2000) Events Beyond 2000, Setting the Agenda, University of Technology Sydney, Australia
Goldblatt, Joe (1989) Special Events, the Art and Science of Celebration, Van Nostrand Reinhold: New York, New York
Goldblatt, Joe (2004) Special Events, Event Leadership for a New World, John Wiley & Sons: New York, New York
Goldblatt, Joe (2007) Special Events, The Roots and Wings of Celebration, John Wiley & Sons: New York, New York
Jago, Leo (2007) The Impacts of Events, Triple Bottom Line Event Evaluation, Sustainable Tourism Cooperative Research Centre: Australia
Juvenal, first century, Satire.
Leazes, Frank J., Mott, Mark T. (2004 ) Providence the Renaissance City, Northeastern: MA
Taleeb, Nicholas Nasseem, (2007) Theory of the Black Swan, The Impact of the Highly Improbable.
Trip, Jan Jacob (2007) Assessing Quality of Place, A Comparative Analysis of Amsterdam and Rotterdam, 29 ( 5) , 501-517, Journal of Urban Affairs
Turner, Victor (1967) The Forest of Symbols, Aspects of Ndembu Rituals, Cornell University Press: Ithaca, New York
Wolfram, Stephen (2002) A New Kind of Science, Wolfram Media
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Questions, Answers and Discussion
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Hopes and Dreams + Plans = Magic and Mystery
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el profesorDoctor Joe Goldblatt
Executive [email protected]
Slangeva!Cheers to the Next 5 Billion Years of Special Events!