The Market for Events and the

Event Stakeholders

LOGO
 Events are unique
happenings that bring
people: to celebrate, to
commune, to convene, or
for commerce.

 For hospitality business

such as hotels,
restaurants, catering
facilities, entertainment
and leisure venues, these
events account for
majority of sales.

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2001 Convention Income Survey
Equipment Rentals
1%

Other Expenses
9%

Supplies and Materials

10%
Food & beverage Functions
29%

Transport Services
8%

Services Hired Staff Member's Living

4% Expenses
6%

Exhibit/Hall/Meeting
Rooms, 33%

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Organizations

 This segment is a typical prospect for events to

convene and events for commerce – or commonly
referred to as corporate events.
 This is the market for:
 Meetings
 Seminars
 Conferences
 Conventions
 Product launches
 Bazaars
 Selling events
 Sales promotion activities
 Office parties
 Incentive trips
 Recreational activities

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Organizations

 This segment is further divided into:

 Companies
 Business establishments
 Associations and organizations

 Companies and business establishments may have

events as part of their operating calendar (as in the case
of annual meetings or quarterly sales rallies), or in
response to the demand for their products (for product
launches and promotional activities).
 Meetings for this sub-segment are smaller in attendance
compared to associations, but are likely to be more
frequent. More often, the company foots the bill for the
event.

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Organizations

 Associations are organizations of people

that have a common interest or purpose.
Generally, these could be categorized as:
1. Trade associations
2. Professional associations
3. Non-profit organizations

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 Events for companies and
associations 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
 To make people aware

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Event Stakeholders

 Event stakeholders are individuals and

groups who have some form of interest in
the event. Such interest may be financial,
emotional, political, social or any form of
personal involvement in the event. The
event manager is just one of those who
have interest in the success of the event.

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Event Stakeholders

 The host. This is the group or person who is

giving the event. The host may be the originator
or champion of the idea to gather people
together for a particular occasion; the main
celebrator; or the one financing all expenses for
the event.
 The Guests. These are the people attending the
event; they are variously called audience,
participants, attendees or visitors.
 The Event Committee. This refers to the group
involved in the planning and execution of an
event.

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Event Stakeholders

 The Financer. This is the money-man – the one

who foots the bill.
 The Suppliers. The event manager works with
other companies that will bring the event concept
into reality. These companies also stake their time,
resources and reputation on the event.
 The Externals. These include other entities external
to the host or the event manager, but have a
financial, emotional, political, social or personal
interest in the event. Government regulatory
agencies, the media, the local government, the
community, corporate shareholders, etc. might have
their own stake on the event – and it is the job of
the event manager to make sure that all concerns
are duly addressed.

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