CHAPTER 3  In present time event venue became for like

Convention Centers, Exhibition Centers,

THE MARKET FOR EVENTS AND THE EVENT Garden, Banquet Halls, Air-conditioned tents,
STAKEHOLDERS and warehouses which specifically built for
meetings, events, parties.

THE EVENT MAkRET- can be a consistent source of

revenue for hospitality businesses such as GROWING MARKET
1. Hotel  The growing market for events also means a
growing number of prospect and targets.
2. Restaurants
 Based on the main purpose of events,
3. Catering Facilities celebrate, commune, convene and commerce;
4. Entertainment the market for events may be segmented into
individuals, families, and organization.
5. Leisure venues
In the past decade, there has been a rise of event CLASSIFICATION
venues in the Philippines 1. SOCIAL- are typically gatherings of families
and friends
EVOLUTION OF EVENTS
2. CORPORATE EVENTS- are those hosted by
 In the 1970s 1980s, deluxe hotels can and their companies or organization in pursuit of
ballrooms and function rooms became the organizational objectives
venues of choice
 This trend went on well into the 1990s, which Event organizer may specialize in either social
also saw the rise of resort venues. or corporate event. (or both)
 DIFFERENT EVENT MARKET
INDIVIDUALS AND FAMILIES
 Are the typical prospects for life-cycle events
 These days, the gamut of events in ones life
runs from basket to casket
 Hold parties to celebrate, and to commune and
rekindle relationships.
 Aside from life-cycle events, there are family
reunions and gatherings to welcome family
members arriving abroad (bienvenida) and
send-offs for those who leaving the country
(despedida)
 There are blowouts to celebrate big and small
achievements
 Even wakes and funerals are now well
coordinated
 They are usually less formal in decision making
when it comes to event
 There is no formal organization or structure-
when it comes to communication and decision
making
 The role of the event manager therefore is to
understand each role and find a way to get all
members to agree on a common event plan.
 Sources of business for this segment would be
the local registry, churches, bridal fairs,
wedding suppliers, referrals, and previous
client.
 A savvy event manager looks at each social
event as an investment in a future social event
for the same family.
 Being able to satisfy the client is the key, and
relationship building is very important.
ORGANIZATION
 Typical prospect for events to convene and for
commerce. Commonly referred to as corporate
events.
 They compose the market for meetings,
seminars, conferences, conventions, product
launches, bazaars, selling events, sales promotion
activities, office parties, incentive trips, and
recreational activities.
 The segment is further divided into companies
and business establishments, and associations
and organizations.
 Companies and business establishment may have
events as part of their operating calendar (annual
 meeting or quarterly sales rallies) or in response
to the demand for their product (product launch
and promotional activities)
 For companies, events are a means to help
achieve corporate objectives, to support
corporate functions (training, people
management, or marketing) or to solve business
problems.
 Company meetings are smaller in attendance
compared to associations, but are likely to be
more frequent.
 More often, the company foots the bill for the
event
 Association are organizations of people that have
a common interest or purpose. Can be
categorized into:
1. TRADE ASSOCIATION- made up of individuals and
corporations that operate within an industry, or
bound by similar business concerns.
2. PROFESSIONAL ASSOCIATIONS- formed by
individuals in a common or affiliated profession.
Many professional associations hold regular
meeting or events as part of their continuing
education.
3. NON-PROFIT ORGANIZATIONS- include social,
military, educational, religious, and fraternal
groups (SMERF)
 Event for companies and organizations are staged
for various reasons- to share ideas, to educate, to
sell or market a product, to provide information,
to motivate people, to strengthen corporate
image, and to make people aware, among others.
 A common objective for companies (and measure
of success) is return on investment. To get
something (not necessarily monetary terms) out
of this event.
 Compared to corporations, associations and
organizations have fewer events, but with a huge
number of participants even as attendance is
voluntary.
 Budgets are tighter however, as most
associations charge attendees for their share in
the expenses, and in some cases, to allow some
profits for the association.
 Organizations usually give the responsibility to an
event committee.
 The event manager must be able to distinguish
who in the organization are part of the final
 decision making, particularly for finalizing
contracts and making purchases.
Event managers will come to realize that decisions
made by organizations are influenced by several
factors:
EXTERNAL BUSINESS ENVIRONMENT- economic
conditions, customer, demographics, natural
environment, competition, technology, government
and industry regulations.
INTERNAL ORGANIZATION- the organization’s
objectives, policies, systems
INTERPERSONAL FACTORS- authority, status,
relationships of decision makers
THE INDIVIDUAL DECISION-MAKER- job position, age,
education, personal preferences
 Organization leads for both organizational
segments may be taken from the local telephone
directory, chamber of commerce, local business,
registry, newspaper, trade shows, referrals, and
previous events.
LEADS AND INQUIRIES
 In the event business, building contacts is
essential.
 Take every opportunity to spot potential clients,
clients may be relatives, friends, or referrals of
friends.
 It is necessary for an event manager to take note
of important information regarding an inquiry for
a specific event or the potential for the future
event.
 Sales blitzes are a good sources of leads.
 Schedule of blitz of companies and associations
within a specific geographic area to gather
information about the organization and their
event needs.
 Continues lead generations is essential for an
event company. Even if a potential client does not
push through his/her booking, keep lead forms
and use them for future marketing activities like
email blasts or sales calls.
 Always maintain a good list of potential clients.
EVENT STAKEHOLDERS host’s expectations must be clearly understood
- are individuals and groups who have some form of and very well managed.
interest in the event
The guests
INTEREST MAY BE:  These are the people attending the event.
 Financial  Also known as audience, participants, attendees,
 Emotional or visitor
 Political  The event was created to please these groups;
 Social therefore, it is their needs that must be
 Or any other form of personal involvement in the understood and satisfied.
event  Guest may be passive; they just go with the flow
of activities, watching, observing, taking it all in,
EVENT STAKEHOLDERS  Guest may be active; they are made part of the
The host experience of the whole event.
 This is the person or group who is giving the  The manager must have a very vivid picture who
event. the guest would be or who would be their
 A host may be the originator or champion of the audience, so as to suit the event to their needs.
idea to gather people together for a particular  The guests are also clients in the sense that they
occasion; the main celebrator, or the one are out to get their investment’s worth from the
financing all the expense for the event event- be it money or time.
 For the manager, the host is the client- the
person or group from whom he or she will get The event committee
directions.  The group involved in the planning and execution
 The host is also a partner with whom the event of an event.
manager works to ensure a successful event. The
 This can be an ad hoc group from the host
organization, a team of volunteers, the host’s
staff, plus the event manager’s own team.
 Together, this group, is tasked with putting
together all the elements that will make the
event a success.
The financier
 The money man- the one who foots the bill.
 He or she may or may not be involved in the
planning and execution of the event, but he/she
is out to make sure that he/she gets a reasonable
return on his/her investment.
 Are entities that are externals to the host or the
event manager, but have financial, emotional,
political, social or personal interest in the event.
 Government regulatory agencies, the media, the
local government, the community, corporate
shareholders, might have their own stake at the
event. It is the job of the event manager to make
sure that all concerns are duly addressed.

The supplier
 The event manager works with other companies
that will bring the event concept into reality.
 These companies also stake their name,
resources and reputations on the event.
 They are the manager’s partners to ensure a
winning event.

The externals