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International Travel & TourismUnit 28: Corporate Events ManagementCredit Value 15Week 31Learning Objectives:• After studying this chapter you should be able tounderstand :Types of leisure eventsThe key differences of corporate versus leisure events2Corporate Events ManagementLeisure event management is an interestingand diverse field.It involves managing facilities like sportsgrounds, recreation centres, parks andentertainment venues.Also, it can involve managing a celebration orfestival, sporting contest or concert.3Leisure EventsThe leisure events companies that managethese activities hire an engaged andenthusiastic workforce, who know their targetaudience.Moreover, these professionals have theexpertise to carry out all the necessaryadministration and planning.The skill of the leisure event manager lies inhis/her ability to understand what the eventtaking place means to those who are inattendance.4Leisure EventsThese measures could be delivered viatechnology, staff management to motivate andengage with customers.Or, through other work procedures andcustomer communication methods, to enhancethe service quality, customer flow andcirculation.This might encompass ticket purchasing,automatic entry, sight lines and signage,booking systems, and other similar technologythat underpins the structure of an event.5Cultural EventsOften, cultural events are meant to enrich thecultural standing of the city in which they areheld.Cultural events teams create unique festivals,memorable outdoor spectacles, accessibleentertainment and unexpected arts.Often, these teams work alongside localgovernment authorities.6Cultural Events7Every year, they will plan innovative culturalprogrammes and events, and advertise andoversee them from start to finish.Managing a cultural event is a majorundertaking.Festivals seem glamorous and exciting butin reality, they are hard work in every respect.Cultural Events8Cultural event managers have to deliver anartistic and cultural programme, which willappeal to the public.However, they have to take localsensitivities into account, adhere to strictplanning and health and safety rules, and stillmake a profit.Personal EventsPersonal Events takes a lot of time, effort anddedication to organise a personal event.With catering arrangements, types of menus,guest lists, booking the venue and designingthe décor, there are countless details that haveto be scheduled and coordinated.In the past, personal events managementcompanies only dealt with indoor events.However, nowadays, these companies manageoutdoor events as well.9Personal EventsA personal event management company willbring a party to life, with colours, patterns,spectacular backdrops and lighting effects thatwill enchant all the guests present.These companies specialise in organisingfunky, uniquely themed events. The companywill consult with the customer to discuss theprecise requirements, and then tailor the eventin line with the customer’s budget.Venue booking, marquee erecting, menuplanning and live entertainment provision is allincluded in the service.10Personal EventsNot all customers for these types of eventsrequire complete event management. Hence,personal event management services can beenlisted to organise only part of an event — forexample, the hiring of entertainment or thecatering.Initial consultations will determine which partsof the event would be best left to a professionalorganiser, and which parts the event hosts cantackle themselves.Often, the division of labour is decided bybudget, and by the customer’s relativeexpertise. 11Differences of corporate and leisure eventsEvent management is a multifacetedprofession.The scale of the task involved in managingthe all types of events is significant.It is hardly surprising that the industry isthriving.There is a very important distinction betweenbusiness events and leisure event.12Differences of corporate and leisure eventsThe differentiation between the two stemsfrom two fundamental principles:Selection of a Leisure Event Venue ismarkedly different from the selection of aVenue to hold and attend a Business Event.The decision to attend a Leisure Event istaken in a totally different context and by adifferent “person” than that for a BusinessEvent.13Differences of corporate and leisure eventsMost Leisure Event participants are primarilymotivated to attend because of the opportunityto meet friends, colleagues and relatives andto experience freedom and personal growth.The principal motivator to attend a BusinessEvent is the business activity, primarilyinfluenced by the content of the businessprogram as well as the networkingopportunities.14Differences of corporate and leisure eventsIn business, every event is an important event.Whether it be an annual conference, training VIPretreat, or product launch, the company gatheringsare capable of boosting the company’sprofessional prestige, internal cohesiveness,networking success, and employee happiness.Important as they are, you should not have tospend your valuable time stressing about all theminor details.15Differences of corporate and leisure eventsCompanies might be hired to do more thansimply plan and execute an event.They may be enlisted to implement acommunications, marketing and brand buildingstrategy as well.16Differences of corporate and leisure eventsAn organisational events managerunderstands the technical, logistical andcreative factors that make an eventsuccessful.This includes audio visual production, eventdesign, logistics, scriptwriting, negotiation,budgeting and of course, customer service.17Differences of corporate and leisure eventsFor bigger corporate events, in the preparationstage, the events manager has to make importantdecisions and choices linked to the event’s creativeconcept and design.To ensure that the event runs to plan, the eventsmanager requires extensive technical designexpertise, and a clear grasp of how to convey acompany’s message in the public arena.18Differences of corporate and leisure eventsThe leisure events companies that managethese activities hire an engaged andenthusiastic workforce, who know their targetaudience.Also, a leisure event manager needs toincorporate value adding measures, to improvethe experience of event goers.19Differences of corporate and leisure eventsThese measures could be delivered viatechnology, staff management to motivate andengage with customers.Or, through other work procedures andcustomer communication methods, to enhancethe service quality, customer flow andcirculation.This might encompass ticket purchasing,automatic entry, sight lines and signage,booking systems, and other similar technologythat underpins the structure of an event.2021Any Question?Research Time(You can use your mobile phone to do your research )Identify and discuss different types ofLeisure event (use citations to improve yourunderstanding)Discuss differences of corporate andleisure events22Corporate Events ManagementLet us discuss now!!!What have you researched???23

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