Roles of events

• Event industry


  Very complex, with many different buyers, suppliers, organizational role players, sponsors & audiences
• Event role players


  • Event organisers
  • Suppliers (venues, facilities, destination, accommodation, transport companies, agencies & contractors)
  • Buyers
  • International and national associations and bodies
• The event triangle


  • No event takes place in isolation, each event is a system of interdependent & interacting elements
  • Events need sponsors for financial support & publicity
  • Event performers require compensation for their time & talents
  • Sponsors need events for promotional exposure & opportunities in the marketplace
• Elements of the event triangle

  • The Event
  • Sponsors
  • Audience / Tourists / Community
• The organization of an event

  • Sponsorship
  • Event attendees / audience
  • Event is a vehicle for attaining goals (economic, environmental & social)
• Financial success of events relies on the event triangle
• Each event, performer, audience & sponsor has goals that are affected by other elements of the triangle
• Sponsors provide


  Access to promotional packages including media, advertising, licensing rights, event promotions, giveaways, signage, billboards & VIP receptions
• Sponsors can be physically or remotely present at an event
• Sector classifications according to event goals


  • Private / for profit
  • Nonprofit making / voluntary
  • Government or public – private partnerships
• Private / For-profit events

  • Organisations produce and host events for profit either under a contract or individually
  • Corporations create events for marketing & sales purposes
  • Hotels, resorts & facilities use events as attractions and to produce a good image
• Nonprofit making / voluntary events

  • Charities use events to attract funding and support
  • Community based societies and informal groups use events to create benefits for the local community
• Government / Public-Private Partnership events

  • Government organisations host events to encourage social development, create employment & income & encourage community participation
  • Event organisers planning these events aim to generate profit through admission charges, merchandising, sponsorship & media revenue
  • Sponsors provide money & services to these events
  • Clients can be tourists, guests, customers or visitors – all are buying the event service
• Event buyers and suppliers

  • Buyers (event organisers and planners)
  • Suppliers (goods & services necessary for hosting a successful event)
• Corporate buyers


  • Event organisers who work for corporations who aim to generate profits
  • Event organising role can also be outsourced to an external event management company
  • Most corporate buyers have no previous experience in event management
  • Corporate events can vary widely and can include: Meetings, exhibitions, incentive travel events, product launches, team building, conferences, training courses & seminars
• Corporate buyer segments


  • Shallow Segment (low budget events with short lead times, clients look for best price)
  • Mid Level Segment (events planned well in advance, price is important, client won't object over small amounts of money)
  • Deep Segment (upmarket events that are expensive to host, normally hosted at the same destination / location, events are usually booked and planned years in advance)
• Association buyers


  • Voluntary associations, trade unions, religious organisations, professional trade organisations, political parties, charities & community groups
  • Also referred to as the SMERF market (social, military, education, religious & fraternal)
  • A cost-conscious market when hosting events
  • Events are not normally hosted for financial gain but to create awareness or services to members & the community
• Association event delegates


  • Attendance is voluntary
  • Accommodation ranges widely
  • Delegates have to pay for their own expenses, so event costs are low
  • Number of delegates is higher than for corporate events
  • Association event planners must do extensive research to find the best possible venues and services at the lowest costs
  • Final decisions on the hosting of event is made by a committee and not by an individual
  • Planning time for events is long
• Government buyers


  • Similar to association buyers, includes local authorities, government departments, educational bodies & health services
  • Nonprofit making and accountable for spending public funds
  • Delegates do not pay for their own expenses
  • Trend of government buyers booking upmarket facilities and events
• Other event stakeholders


  • Government & public authorities (police, health & medical teams, immigration/travel services)
  • Sponsors
  • Volunteers
  • The media
  • Tourism businesses
  • Event agencies
• Government & public authorities


  • Responsible for the smooth running of the event at destinations where events are hosted
  • Event coordinator needs approvals from government / public authorities before the event can be hosted
• Sponsors


  • Support an event in exchange for increased brand exposure, access to attendee data, discounted event tickets etc.
  • Companies sponsor events to advance their own businesses
  • Small events gain sponsorship from local businesses in the community that want to be affiliated with the event
• Volunteers


  • Individuals willing to assist at an event
  • Events are often highly dependent on volunteers
  • Can be involved from the planning to the hosting of the event
  • Receive no compensation but can get free meals, merchandise and a reference letter
  • Assist mainly as a learning opportunity and to gain experience in event management
  • Common tasks include ticket & merchandise sales, backstage support, media assistance & assisting event managers
• The media


  • Important for event publicity and media coverage
  • Facilitate the flow of information between event stakeholders
  • Events invite television and radio stations for exposure
  • Events increasingly rely on social media as a tool to directly reach event audience and give more control over the event message
• Tourism businesses


  • Organisations that provide travel related services to event attendees e.g. travel agents, hotels & airlines
  • Can develop travel packages linked to an event
• Event agencies


  • Organisations that supply services to an event manager, more commonly used for large scale events
  • Take on the role of buying services on behalf of the event management and help to plan the event
  • Can raise issues of control over the buying process
  • When properly managed, can be a valuable service to an event manager
• Every stakeholder in the event triangle is dependent on the other for the success of the event
• Every event consists of a number of stakeholders who are all important
• Effective communication between stakeholders is essential for the success of an event
• For every event the stakeholders involved will be different and must be clearly identified
• Events can be used to generate leads, increase sales, or promote products.
• They are also useful for networking with other businesses and building relationships.
• Events can create brand awareness by showcasing new products or services.
• They can also raise funds for charities or social causes.
• A clear understanding of the objectives of the event is necessary to ensure that it meets its intended aims.