OVERVIEW OF EVENT MANAGEMENT

Introduction

The events management is one of the professional courses included in the curriculum of tourism
and hospitality programs, even to some other business management-related programs. This course as
required is a significant competency that was embedded in the curriculum in order for the industry
professionals to become more equipped with event organization.

What is Event Management?

For everyone with a passion for the planning and organizing of events, event management is an
exciting and growing industry, as well as a unique career opportunity. It is the application of project
management to the creation and development of festivals, events and conferences that one has to be
knowledgeable in order for it to become successful.

Event management also involves studying the intricacies of the brand, identifying the target
audience, devising the event concept, planning the logistics and coordinating the technical aspects before
actually executing the modalities of the proposed event. After an event has been successfully done, a post-
event analysis is made to ensure a return on investment was met that have become significant drivers for
the event industry.

Festivals and events as an industry around the world continue to grow that the tourism and
hospitality professionals must take advantage since this offers a big market. Like the Asian Games, this
event has a large impact on the industry because it will require services to make it successful.

As anyone can notice, the events management industry now includes those of all sizes from the
Olympics down to a breakfast meeting for ten business people. Many will hold events of some size in
order to market themselves, raise money, build business relationships and others of a lot industries,
charitable organizations, and interest groups.

How to Get into Event Management Business?

Everyone has the opportunity to work within a number of different industries, creating events
ranging from trade fairs to street festivals to corporate galas and more. However, one has to understand
that this type of job requires working long and often awkward hours in a variety of industries and with
many different clients. It will not be difficult for tourism and hospitality professionals to get into this
business since they are trained in events management aspects. This will help you to get into event
management especially if you are opening your own business. Since many people who want to become an
event manager obtain a degree in business management, tourism management, or hotel-restaurant
management, it is again an advantage that you are a member of the tourism and hospitality management
program since this will expose you on event planning, organizing, presenting, and evaluating.

Requirements of an Event Management Team Member

These requirements are needed for one who will be part of the event management team. These are
the following:
 Articulate both in English and Filipino languages, some foreign language is desirable
 Strong business foundation and customer service skills
 Well-organized
  With excellent organizational skill
 Highly trainable
 Highly focused
 Professional
 Self-starter
 Guest focus
 Able to deal with various type of guests
 Strong leadership skills and strategic planning
 Excellent interpersonal and motivating communication skills
 Patient
 with STRONG/PLEASING PERSONALITY

Tips for Event Management

For one who will be part of the event management team, the best tips are to delegate tasks, select
an appropriate venue, plan for the unexpected, and cater to key people.

1. Delegating tasks- this is the key for successful event management because it helps ensure that all
aspects of the event are covered. Because of this, an event manager should have a trained team in place
that will verify that everything has been accounted for and be available to handle potential problems.
However for smaller events, an assistant instead of an event management team may be more practical
to avoid too many expenses yet helps to decrease the likelihood of mistakes depending on the size of
the event.
2. Selecting the right venue- this is highly important because some of the biggest problems that can be
avoided are related to the venue. It is a decision that can either make or break an event. Should a client
does not have a venue in mind, the event manager will need to find out exactly what the client is
expecting, know many people the venue should hold and check if there are special considerations that
need to be made. For example, a workshop may require more space because table and chairs are
necessary, while in a speaking event, a smaller area will do. With regard to special considerations that
may need to be accounted for, these refers to area where to serve food, the handicap access, the
dedicated dancing space, even areas for entertainers, and safety features should there be special effects
such as fireworks.
3. Planning for the unexpected- this is also called contingency plan that should be in place. This should
be made for everything that could go wrong, such as bad weather, equipment failures and late speakers.
Developing a plan for each possible failures and late speakers Developing a plan for each possible
failure can help the event manager remain calm should a problem is encounters. Backups will already
be in place and options will be readily available in case of crisis.
4. Catering to key people- this is very important to avoid delays or cancellations. In other words, this
may mean picking up speakers or entertainers from the airport, making sure their accommodations are
comfortable, accounting for them on the day of the event and ensuring that all their needs are met and
they are happy. Catering to the needs of speakers or entertainers is significant to help them get situated
faster and be more mentally prepared for the event.
THE EVENT INDUSTRY

Understanding the Event Industry

Now that we know what an event management is, it is important that we get and understand the event
industry itself. Let us not be contented on just attending and observing events. Let’s understand them, and
see if we can be one of the event planners and organizers in the country.

Event industry in the Philippines is still young and yet, grows rapidly. Some of these events can be
seen in marketing, advertising, tourism, hospitality business, exhibits as well as expositions or trade
shows. Execution of these mentioned activities are mostly part of the jobs of the event manager or the
event coordinator from which they learned from the hits and misses that they make. Some of the events
range from those managed by people who make this as their side-line to that something well-manned or
that of professionalized organizations. Most of the event planner or organizers here in the country do not
have formal schooling on event management. Some have learned those through engaging in events with
their colleagues, observing events that they attended, thus, self-study, and just enjoy creating new ideas
that become a hobby, conceptualized and then eventually materialized through trial and error.

For those who are just starting in the industry, events are made unforgettable through the help of
outside people or what we call the suppliers. This may include on catering food and drinks, audio-visual
equipment, giveaways, flowers and other decorating materials, staging expertise, and even on provision
for competent speakers. This may also in need for professional host/s should be a requirement from the
client, event stylist, balloon artist, and anything that could help the event more meaningful and enjoyable.

Characteristics of an Event

1. It is ‘once in a lifetime’ experience- for the participants, an event should be meaningful, enjoyable,
and unforgettable as they consider it as a unique experience.
2. It is unique- oftentimes, an event is considered to be unique as people prepare for this. It is distinct,
not common, matchless, and even irreplaceable.
3. It is generally costly to stage- an event is generally expensive to be held. It requires capital to make
everything available for the event, thus needs careful attention to details to avoid wastage on
investment.
4. It brings people together- an event brings group of individuals together. This is the time that they
could chat in an occasion they can call theirs, the time for exchanging of “hi’s and hello’s” and the
time to celebrate with the people they are in business with.
5. It requires careful attention in planning- an event needs to be planned well to avoid inconvenience
during the event proper. From the biggest to smallest details, all must be accounted for to ensure its
successful execution. A manager must be to draw a cohesive plan, organize the elements or resources
that are significant in its execution, and lead people to achieve desired objectives and meet client’s
expectation.
6. It has a purpose- no one will have an event just because they find it cheap or what. People organize
events because they have their purpose. Be it for a wedding, birthday, christening, graduation party,
convention, training and seminars or anything that will be held, these purposes must be met
accordingly by the event manager or event company.
7. It is often a lot at stake for those involved- this is crucial characteristic because it involves all the
layers of the event. The event team, the clients, the attendees or participants, all are involved in the
happenings. How can you deal with a newlywed couple when they are requiring you to make the event
perfect for them? How can you differentiate running a restaurant everyday than putting up an event that
is highly budgeted for a particular day and time?