Special Event Management
Introduction
Special events management refers to the use of project management in organizing, creating and developing activities such as festivals, events, conferences and exhibition. It involves identifying the target audience, identifying the objective of the event and coordinating the technical aspect of the event. In this regard, a special event can be said to be an event that is first class or an extraordinary event in terms of its publicity (Bowdin, Allen, & O 'Toole, 2006, p 33). Marketing of a destination should take into account the target group, what event is being marketed and identifying the right media for the marketing. Also there are three key theoretical terms in special event management: repackage, re-image and reinforce. Repackage means destinations use events to highlight attributes or images which already exist, but which are not particularly well known, the features may included alter a destination with different cultural attributes to make it more desirable or appealing to tourists and distinguish the destination from others based on cultural aspects. Re-image can define as remake or reinvent the destination in order to compete, and destinations use events to promote a completely new and attractive image. Reinforce means people using this method to strengthen the image of a destination through the use of events, as well as creates awareness, generates interest, stimulates desire and ultimately results in action particular in increased tourism. The event allows this image to be reinforced or strengthened amongst potential tourists. (Frost, W. and Laing, J. 2011). My event is the hosting of Commonwealth games in 2002 at Manchester.
Discussion
Marketing the Destination
Manchester overview
The hosting of the 2002 Commonwealth Games in Manchester provided an opportunity to redesign and repackage the city. This was to ensure that the event will help improve the image of the region and to act as an avenue of providing more
Special events management refers to the use of project management in organizing, creating and developing activities such as festivals, events, conferences and exhibition. It involves identifying the target audience, identifying the objective of the event and coordinating the technical aspect of the event. In this regard, a special event can be said to be an event that is first class or an extraordinary event in terms of its publicity (Bowdin, Allen, & O 'Toole, 2006, p 33). Marketing of a destination should take into account the target group, what event is being marketed and identifying the right media for the marketing. Also there are three key theoretical terms in special event management: repackage, re-image and reinforce. Repackage means destinations use events to highlight attributes or images which already exist, but which are not particularly well known, the features may included alter a destination with different cultural attributes to make it more desirable or appealing to tourists and distinguish the destination from others based on cultural aspects. Re-image can define as remake or reinvent the destination in order to compete, and destinations use events to promote a completely new and attractive image. Reinforce means people using this method to strengthen the image of a destination through the use of events, as well as creates awareness, generates interest, stimulates desire and ultimately results in action particular in increased tourism. The event allows this image to be reinforced or strengthened amongst potential tourists. (Frost, W. and Laing, J. 2011). My event is the hosting of Commonwealth games in 2002 at Manchester.
Discussion
Marketing the Destination
Manchester overview
The hosting of the 2002 Commonwealth Games in Manchester provided an opportunity to redesign and repackage the city. This was to ensure that the event will help improve the image of the region and to act as an avenue of providing more
References: Bowdin, G. A., Allen, J., & O 'Toole, W. (2006). Events management. Amsterdam: Elsevier. ECOTEC. (2004). An Evaluation of the Commonwealth Games Legacy Programme. Retrieved May 5, 2011, from http://67.195.13.132/us.f1128.mail.yahoo.com/ya/securedownload?mid=1_666190_ACCliGIAAVYaTcOMGwTJVjH8OAI&fid=Inbox&pid=3&tnef=&clean=0&redirectURL=http%3A%2F%2Fus.mg4.mail.yahoo.com%2Fdc%2Fvirusresults.html%3Ffrom%3Ddownload_response%26default_file_name%3D Frost, W. and Laing, J. (2011). Strategic Management of Festivals and Events. Melbourne: Cengage Kay, R. (2010). Economic benefits that Manchester gained by hosting the Commonwealth Games 2002. Retrieved May 5, 2011, from http://www.universitydissertations.com/dissertations/Leisure-Management/Commonwealth-Games.php Masterman, G. (2009). Strategic Sports Event Management: Olympic Edition. Port Melbourne: Butterworth-Heinemann. The Drum. (2007). Lessons Learned - Commonwealth Games in 2014. Retrieved May 4, 2011, from http://www.thedrum.co.uk/indepth/866-lessons-learned-commonwealth-games-in-2014/ Tym, R. (2008). Commonwealth Games Benefit Study. Retrieved May 5, 2011, from http://www.nwda.co.uk/pdf/CGamesReport2.pdf