hkbu lecture 2 - conceptualizing a festive event
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TRANSCRIPT
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Festive Event Management
Subject Code: CEM4103
Lecture 2
Developed & Presented by :Roy Ying, Msc, MHKIoD
Conceptualizing and DevelopingFestive Events
Note: Pictures used in this
power point file is for academic
Purpose only
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Agenda
1. Cultural events
2. Stakeholders in festive events
3. Creating the event concept
4. Evaluating the event concept
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What event is this?
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Class Participation 2a (25%)
• Who is organizer?
• How money is made?
• What is the main event?
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Thanksgiving Day
• Thanksgiving Day is a harvest festival. Popular in the United States and Canada, it is generally seen as a day of feasting and expressing gratitude.
• Currently, in Canada, Thanksgiving is celebrated on the second Monday of October and in the United States, it is celebrated on the fourth Thursday of November.
• In the US, The most important Thanksgiving event is the Macy's Thanksgiving Day Parade in New York
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Thanksgiving is also celebrated
in other parts of the world
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Class Discussion
• What is the main purpose of Macy to host this event?
• How to make this event sustainable for 84 years?
• Who’s the official TV? Is the right exclusive?
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Festival of Hungry Ghost
• Festival of the Hungry Ghosts marks the day when Chinese people believe that a door to the underworld is opened allowing restless spirits to wander the earth.
• In the Chinese calendar, the Ghost Festival is on the 15th night of the seventh lunar month (14th in southern China).
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Meng Lan (盂蘭會 )
• A very Chiu Chow tradition
• Celebrated all over Hong Kong, Kowloon and N.T. with over 60 organizers
• What do you do in a Hungry Ghost Festive Event?
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Halloween
• an annual festival observed on October 31, which commonly includes activities such as trick-or-treating, attending costume parties, carving jack-o'-lanterns, bonfires, visiting haunted attractions, playing pranks, telling scary stories, and watching horror films.
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New York Halloween Parade
Ocean Park Halloween
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Valentine’s Day
• Most countries celebrate 14 Feb as a day of romance, but there are exceptions.
• In Brazil, In Brazil, the Dia dos Namorados (lit. "Day of the Enamored", or "Boyfriends'/Girlfriends' Day") is celebrated on June 12
• Traditional Chinese Valentine's day is called "qixi" in pinyin, and is celebrated on the 7th day of the 7th month of the lunar calendar,
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Dating Party
Celebration in Japan - Chocolate
Which one is an event?
Which one is an event?
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HKTB’s CNY Celebration
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Dragon Boat Festival
• Three of the most widespread activities for Duanwu Festival are eating (and preparing) zongzi, drinking realgar wine, and racing dragon boats.
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Hong Kong Dragon Boat Carnival
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Class Discussion
• Who is the organizer of the Carnival?
• Who is the organizer of the Competition?
• Which government agency would provide funding for this event?
• What companies would you approach to sponsor this event?
• What are the objectives of the event?
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Agenda
1. Cultures
2. Stakeholders in festive events
3. Creating the event concept
4. Evaluating the event concept
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Stakeholders
• Host organization
• Host community
• Sponsors
• Media
• Co-workers
• Participants & spectators
• Others
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Group Discussion – CNY Parade
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Group Discussion – CNY Parade
• What is the purpose of this event?
• What are the organizer’s objectives?
• In which direction is the organizing going to achieve its objectives?
• Who are the key stakeholders?
• What benefits does this event bring to the stakeholders?
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Agenda
1. Cultural events
2. Stakeholders in festive events
3. Creating the event concept
4. Evaluating the event concept
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Creating Event Concept
• In the event marketing 5W model, Goldblatt (1997) suggests the following questions to ask in creating event concept
– Why is the event being held?
– Who are the stakeholders?
– When should the event be held?
– Where is the best place to hold the event?
– What is the event’s content delivery?
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Basic Research
• Look for relevant stakeholder. For example, if you are looking to celebrate Tuen Ng festival, you should involve Dragon Boat Association
• Also research on commercial activities to be generated from the event so to ensure a financially sustainable future
• For cultural or religious events, chances are, other cities have done it before. Draw references to similar festive activities.
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Agenda
1. Cultures
2. Stakeholders in festive events
3. Creating the event concept
4. Evaluating the event concept
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Evaluating Concept
• Shone and Parry (2001) – Screening Process
– Marketing screen
– Operations screen
– Financial screen
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Feasibility Study
• It’s a go or no go decision
• There are five common factors (TELOS):
– Technology
– Economy
– Legal
– Operation
– Schedule
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Technology
Technological feasibility is carried out to determine whether the company has the capability, in terms of software, hardware, personnel and expertise, to handle the completion of the project
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Economy
• More commonly known as cost/benefit analysis, the procedure is to determine the benefits and savings that are expected from a candidate system and compare them with costs.
• Time-based study: This is an analysis of the time required to achieve a return on investments. The future value of a project is also a factor.
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Legal
Determines whether the proposed project and its processes are is in compliance with legal requirements
• Examples of issues related to events:
– Anti-spam legislation
– Labour ordinance
– Tax
– Licenses (i.e., lucky draw, fireworks)
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Operations
• Operational feasibility is a measure of how well a proposed an event plan can carry out the event, and takes advantage of the opportunities identified during scope definition and how it satisfies the objectives identified in the project charter
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Schedule
• Typically this means estimating how long the system will take to develop, and if it can be completed in a given time period using some methods like payback period.
• Schedule feasibility is a measure of how reasonable the project timetable is.
• Some projects are initiated with specific deadlines. You need to determine whether the deadlines are mandatory or desirable
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Feasibility Report
A feasibility report can become very complicated, but even in its simplest form, it should answer the following questions:
• What are the goals and objectives of the project?
• Will the project meet the goals and objectives of all stakeholders?
• What are the project’s costs and benefits?
• Does the company have, or can it readily obtain, the resources it will need?
• How long will it take to see results?
• Does the project (i.e., the event) have long-term potential? • Are the risks known, understood, and manageable? If
the risks are not manageable, are they acceptable?
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Feasibility report example
• London’s bid for World Cup
http://www.isrm.co.uk/news/enews/enews68/world_cup_feasibility.pdf
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Key Elements in a successful Bid
for FIFA World Cup
Since the government is bidding, the legal feasibility is less of an issue
Process is the schedule
Key factor in the operations
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Group Assignment
• Pick an event during the CNY
• Develop a presentation with the following elements:– Event brief (Objective, Organizers, Audience, Time
and Venue)– Origin or history of the festive celebration
– Funding or the commercial elements of the event– Operational requirements (production, regulatory
licenses, marketing, manpower and onsite management)
– Suppose you are the event manager, what would your recommendation in doing a better job next year
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Continued
• Presentation of 15 to 20 minutes in length.
• Must include photos or video taken by you.
• Group 1 will ask group 2 a couple of questions. Group 2 will ask group 3, who will in turn ask group 1.
• Not all group members need to present, but every member will get the same score.
• Each group’s event must not be the same.