Event Sustainability in event management

Event Sustainability in event management

1. © 2010 by McGraw-Hill Education (Asia)
Event Sustainability
Chapter 4

2. © 2010 by McGraw-Hill Education (Asia)
Warning beach signage,
Manley Beach, Australia
This signage warns
not to collect sea
creatures or be
subject to a fine.
Apart from the
protection of the
ecosystem, what
other factors help to
provide event
sustainability?

3. © 2010 by McGraw-Hill Education (Asia)
Chapter objectives
Understand the concept of sustainable tourism
within events
Consider the ways to maximise the benefits of
an event strategy
Know the importance of generating revenues
and event economic assessment
Understand the event’s life cycle and influences
Examine the carrying capacity concept of an
event

4. © 2010 by McGraw-Hill Education (Asia)
Sustainable event tourism
The paradox is that while events and
festivals have helped in regeneration, they
have brought with them change
With many of Asia’s events based on
environmental conditions, any decline can
have negative consequences on these
events

5. © 2010 by McGraw-Hill Education (Asia)
Principles and guidelines to
sustainable event tourism
These should be practical to implement and
monitor
Agreement, consensus and trade-offs maybe
needed in the negotiation process
Realistically, events will inevitably impact the
environment. The event manager should
strive to consciously negate as much as
possible

6. © 2010 by McGraw-Hill Education (Asia)
Scope of Sustainable Tourism*
Sustainable Event
tourism
Pollution:
Air, water, noise,
visual
Conservation policies and
practices:
Landscapes, townscapes,
waterscapes,
wildlife, indigenous
communities
Resource use:
Water, land, food, power,
materials
Wildlife and
ecosystems:
Hunting, habitats
Operational practices:
Recycling, waste management,
energy conservation, eco-friendly
construction
Public sector policy:
Funding, legislation, planning
Host community:
Distribution of benefits,
involvement
Tourist:
Behaviour, concerns
Industry:
Codes of practice, self-regulation, level
of stakeholder collaboration,
sustainable tourism-related initiatives
* From Swarbrooke, 1999:16

7. © 2010 by McGraw-Hill Education (Asia)
Managing and maximising
benefits
Both the event and community can benefit
from event revenues:
Event fees
Sponsorships and partnerships
Grants
Venue rental
Accommodation providers
Human resources
Travel visas

8. © 2010 by McGraw-Hill Education (Asia)
Managing and maximising
benefits
Airport taxes
Transportation providers
Restaurant and bars
Entertainment
Utilities
Museums, monuments and sites
Post-event revenues

9. © 2010 by McGraw-Hill Education (Asia)
Monitoring economic impacts and
revenues
Should the events objective be the
generation of extra revenue, this can
be done by:
Extending visitor catchment area
Increasing ticket price and delegate fees
Greater spending on event souvenirs and
merchandise
Encouraging longer visitor stay

10. © 2010 by McGraw-Hill Education (Asia)
Multiplier effect
This looks at the economy by industry sector
and conducting an input-output analysis based
on the event occurring
The multiplier used depends on its degree of
influence on the local economy
Earned income at an event by a local resident
can have a ripple effect throughout the economy
Leakage could occur with local goods substituted
for more expensive foreign brands

11. © 2010 by McGraw-Hill Education (Asia)
Event Life Cycle
An recurring event has
have a life span.
Internal and external
forces can accelerate
growth or force the
event into decline
Event concepts, such as
product launches,
opening/closing
ceremonies or events
that rotate between
cities, also need to stay
relevant and appealing
Revenues
Research & Development
Introduction
Growth
Maturity
Possible
decline
Rejuvenated
Sustained
Decline
Time

12. © 2010 by McGraw-Hill Education (Asia)
Research and development
A feasibility study should be conducted to
see how realistically the event could be
staged successfully. The negative revenue
reflects the costs involved in this research
Need to examine changing participant
tastes and trends, spectator appeal,
resources needed and competitive analysis

13. © 2010 by McGraw-Hill Education (Asia)
Introduction
Opening ceremonies normally signal the
beginning of the event
Marketing programmes need to occur some
time before the opening to ensure targeted
number of participants turn up
A recurring event will have had time to
create a database, repeat visitors and
appeal. A new event may need to grow
these

14. © 2010 by McGraw-Hill Education (Asia)
Growth
Based on the success of the introduction,
the event can continue to attract more
participation
Reliant on issues such as relevant
programme, marketing and promotion
strategy, retention (for recurring events)
and infrastructure investment
Popular events can be copied so there is
always a need to keep a competitive edge

15. © 2010 by McGraw-Hill Education (Asia)
Maturity
Venues can reach capacities, yet the event must
continue to keep participant numbers
Various strategies must be in place to continually
add value and additional features to the event
The event could encourage greater international
team participation, becoming more professional,
more strategic marketing, infrastructure
investment, location packaging, and linking to
popular trends

16. © 2010 by McGraw-Hill Education (Asia)
Decline
Events can go into decline for a number of
reasons. The warning signs are often there
Internal factors: Poor or lack of strategic
management, environmental destruction, event
becoming obsolete and unattractive
External factors: Political changes, more
appealing competitor events, lack of community
support, demographic shifts, capacity thresholds
being exceeded

17. © 2010 by McGraw-Hill Education (Asia)
Event’s Carrying Capacity
Events have physical and social carrying capacity
thresholds. A visitor management system is
needed
Exceeding numbers can put a strain on the
event, its resources and environment
Lack of monitoring thresholds can effect
participant event experience and community
support
Participant arrival and departure sequence must
be carefully considered in event logistics