Prof. Dr. Wolfgang Georg Arlt
International Tourism Management

 

You are on www.arlt-lectures.com

Best viewed with Internet Explorer

 

 

 

ITM / BWL Bachelor 5. Sem.
8398/8356: Leisure & Event Management II
(Lecture and Seminar):
Introduction to International Event Management
           

Tu. 10.00-13.15 h H 11

4 SWS Course

Workload: 60 h classroom work / 120 h self-study

ECTS points: 6

Examination:
- Intermediate Sub-group presentation (20 min. + discussion) plus
- Handout (1-2 pages) with key results of presentation and discussion, key sources (to be distributed one week after presentation) (Presentation+Handout 15%)
- Group Final Presentation (45 min. + discussion) (25%)
- Assignment Paper (12 pages per person) to be handed in before Jan. 31, 2012 (60%)

Course organisation:
First unit: Lecture Event Organisation
Second unit: Assignment work: plenary and group discussions and sub-group presentations of work-in-progress

Oct. 29: Excursion to Kiel to visit three fairs

 

 

EVENT Management is a part of Leisure Management

 

 

img1.gif

 

 

Commodification of Leisure time -> buying leisure -> outdoor leisure changes to (mostly passive) EVENT participation,
also: buying as leisure activity

Commodification ending in "myself as a commodity" as part of an "autistic" (Hoffmann-Nowotny 1980) society.

 

 

 

 

 

 

In L&EM I we looked at developments in Leisure:

Wandern - Trimm-dich Pfad - Stepper

 

         

 

 

 

Hausmusik - Records - Music in the Mall

        

 

 

What similar developments can we see in Events?

 

 

 

 

 

 

 

     

     

    What are events?

     

     

    Event

    Occurs in public sector, not-for-profit sector, commercial sector

     

    Different Classification of the leisure and event activities:

    - By size: Mega - Hallmark - Major - Local/Community - Individual/Private

    - By sector: Sport - Entertainment - Art - Culture - Gambling - Outdoor activities - Tourism

    - By form: One-Time Event - Recurrent event - Fair - Festival - Regular / Occasional / Spontaneous Activity

     

     

    Event: "Temporary destination":

     

    Celebrating:

    - group coherence

    - community pride

    - enjoyment

    - rite de passage

     

     

     

    Participation in events can be seen as situated on different points of a sliding scale between private and professional both from the point of view of the participant and from the point of view of the organizers.

     

    Lets decide for some events where they are on the scale:

     

    User point of view:

    ---------------------------------------------------------------------------------

    Private---------------------------------------------------------------Professional

    Organizer point of view:

     

     

     

    Forms:
    - special events - example: Soap Box Race

     

    - mega-events - example: Rolling Stones concert

Rolling Stones concert in Halifax September 23, 2006

 


- hallmark events - example: World Expos, Olympic Games

 

   

 

 


- major events - Example: Kieler Woche

 


- "traditional" events - Example: Hohnbeer in Heide

                 

    - private events: Example Wedding Party / Hen Party

     

     

     

     

     

     

    Event industry point of view:

    Events offer a business arena, where millions of decision-making customers per year interact and engage, face-to-face with brands.

    Event attendees choose to be there, making events the truest representation of 'permission marketing' available to brands, and one far removed from the intrusive
    ‘interruption’ marketing alternatives, such TV, radio, Direct Marketing or pop up advertising.

    Events offer multi-sensory marketing; the only business environment where customers can see, touch, hear, smell, even taste the product.

     

     

    Temporary Destination Event

        

     

     

     

     

    Localized events exported: Edinburgh Tattoo

    The Edinburgh Military Tattoo Returns To Australia in 2010

    The Edinburgh Military Tattoo
    Celebrating 60 Years of Valour, Mateship and Glory

    The return visit – which is exclusive to Sydney – is produced by the Edinburgh Military Tattoo in association with the Sydney Cricket and Sports Ground Trust and supported by Events New South Wales. It follows the resounding success of The Edinburgh Military Tattoo – A Salute to Australia in 2005.

    Organisers of the Edinburgh Military Tattoo went so far as to pronounce it “one of the very best Edinburgh Military Tattoos ever staged.”

    The Tattoo, with 1500 performers, returns to Sydney next year as part of its 60th anniversary celebrations. Titled “The Edinburgh Military Tattoo – Celebrating 60 Years of Valour, Mateship and Glory” the event will take as its central theme the close relationship between Australian and British Defence Forces who have fought alongside each other in numerous conflicts.

    “The Edinburgh Military Tattoo attracts the world’s best massed pipes and drums. Australians will see the biggest and best Tattoo ever staged, right here in Sydney” says Creative Director, Leo Schofield. “A centrepiece of the program will reflect the history and camaraderie between Australian and British Defence Forces.”

    The show, which will be staged against the remarkable million dollar replica of Edinburgh Castle, will be even bigger than last time with an extra “theatrical flourish”, developed under the Tattoo’s new Chief Executive and Producer, Major General Euan Loudon.

    “In 60 years the world’s most famous Tattoo has left Edinburgh only twice. I can think of no better way of kicking off our diamond jubilee year in 2010 by returning to the city and country which opened their hearts to us so warmly when we visited Sydney last time-round,” said Major General Loudon.

    Events NSW estimate the Edinburgh Military Tattoo will bring in more than $A15 million into the State. This result is achieved through the great alliance between the Sydney Cricket and Sports Ground Trust and Events NSW – both demonstrating their ability to present the very best in international entertainment for the whole family.

    Performance dates and times will be announced later this year along with details of the bands and highland groups appearing. However, it is confirmed that the wildly popular Top Secret Drum Corps from Basel in Switzerland will be back with an even more dazzling routine.

    03 Apr 2009 Due to overwhelming popular demand, the Edinburgh Military Tattoo will return to Australia for performances at the Sydney Football stadium in February 2010. The new production will be the biggest ever seen in the event’s six decade history.

     

     

     

     

     

     

     

    Fairs: Example ITB

    Fairs have a long tradition as trading and information platform. Even in times of Internet they are still important for B-2-B meetings.

    For B-2-C communication they are however loosing importance.

     

    Difference between other events and fairs:

    - Regular date (usually annually)

    - often long tradition:
       Leipziger Messe since 1165, Scarborough Fair (England) since 1161

    - connected to certain place/city (today sometimes exported or virtualized)

     

     

    Example Exhibitors' interests: FH Westküste at ITB

    20 sqm stand at "Science Hall".

    Goals of participation:

     Auftraggeber und Unterstützer:

     - FHW

     - Institut für Management und Tourismus (IMT) an der FHW

     - COTRI China Outbound Tourism Research Institute an der FHW

     - Förderforum FHW

     

     

    Ziele:

    Messeteilnehmer in Deutschland laut AUMA:

    Quantitative Ziele der Messebeteiligung  
    Bekanntheit steigern 90 %
    Neukundengewinnung 92 %
    Präsentation von Produkten / Leistungen 85 %
    Stammkundenpflege 88 %

     

     

    Umsetzung - Ziele Messeteilnahme FHW an ITB:

    Bekanntheit steigern:
    - Region Westküste S-H, FHW und Institute allgemein durch Stand, PR, Aktionen
    - Studiengänge FB Wirtschaft insbesondere

    Neukundengewinnung:
    - Studiengänge: Neue Studierende, neue Praktikumsgeber, zukünftige Arbeitgeber, zukünftige Lehrkräfte/Professoren
    - Institute: Neue Aufträge (Forschung/Beratung)

    Präsentation von Produkten / Leistungen:
    - Studiengänge: Studienmöglichkeiten, bisherige Achievements (z.B. wo arbeiten heute Absolventen), Mitgliedschaften (z.B. ITM bei ATLAS)
    - Institute: Publikationen (z.B. IMT-Schriftenreihe, COTRI-Produkte)

    Stammkundenpflege:
    - Studiengänge: Ehemalige, S-H Ministerium und Institutionen, aktuelle Studierende
    - Institute: Bisherige Auftraggeber, Partner

     

     

    Goals of the host city:

    Jobs, Tax income, clustering (Example Wind Husum)

     

     

     

    Public organisations events: Scientific conference at an university

    Not-for-profit organisations like universities have no direct, but indirect communication needs.

     

    Example Durham:

    "Durham University's 175th anniversary gave us the opportunity to recognise the University's successes over the past 175 years, to celebrate the contribution of students, staff and alumni, and to communicate a shared vision of the future with the wider community."

     

    Compare the possible goals of participating at a fair with
    organising an university anniversary.

     

     

     

     

     

     

     

     

    Assignment:
    Two groups, two topics:

    a) Planning an event:
    Planning of a Slow Tourism workshop/conference at FHW in Spring 2012:

    Understanding how event planning works

    Including analysis of situation, goals, discussing and deciding on target groups, stakeholders, financing, activities, media, press releases, marketing materials, social media marketing, time table, milestones, human resources, volunteer programs, impact assessment, sustainable results.
    Starting point: Analysis of examples of other scientific conferences

    b) Fairs:
    Developing a new fair for Kiel:

    Understanding how a fair works

    Including creating criteria for the development of a new fair, analysis of situation, goals, discussing and deciding on suitable fair based on analysis of target groups, stakeholders, financing, activities, media and marketing, time table, milestones, human resources, impact assessment, sustainable results.
    Starting point: Analysis of examples of other fairs

    Visit to three fairs in Kiel on Oct. 29:
    Lebensfreude Kiel, Jobmesse Kiel, Kieler Messe für Angewandte Kunst

    (for all participants, necessary for fair group assignment)

     

     

    Assignments:

    - Groups

     

    Q&A - What questions do you have about the assignment?

     

    Give a short presentation on your preliminary ideas how to organize the work.

     

     

     

    What to prepare for Kiel excursion?

     

     

    Groups

     

    Group a) Slow Tourism Conference Sub-Group
       
       
       
       
       
       
       
       
       
       
       
       
       
       
       
    Group b) Kiel Fair Sub-Group
       
       
       
       
       
       
       
       
       
       
       
       
       
       

     
 
 

 

  Contact: Prof. Dr. Wolfgang Georg Arlt FRGS
Bachelor and Master Program International Tourism Management
arlt@fh-westkueste.de, Office 2.018, Tel. 0481 8555-513
Consultation hours (during lecture period): Wed. 13.00-14.00 h
home.gif