EVENT MANAGEMENT IN SPORT, RECREATION AND TOURISM Now in a fully revised and updated second edition, Event Management in Sport, Recreation and Tourism provides a comprehensive theoretical and practical framework for planning and managing events. Focusing on the role of the event manager and their diverse responsibilities through each phase of the event planning process, this is still the only textbook to define the concept of knowledge in the context of event management, placing it at the centre of professional practice. The book is designed to encourage critical thinking on the part of the student to help them develop the skills that they will need to become effective, and reflective, practitioners in the events industry, and every chapter contains a rich array of real-world case studies, data and practical examples from sport, recreation and tourism contexts. This second edition has been significantly strengthened with the inclusion of two completely new chapters – on environmental sustainability, and on the politics of event management – and is essential reading for any student or practitioner working in event management, sport management, leisure management, outdoor recreation or tourism.
Cheryl Mallen: Associate Professor in the Department of Sport Management at Brock University, Canada. Her research involves knowledge and environmental sustainability. She is well published, with articles in the Journal of Sport Management, Sport Management Review and the European Sport Management Quarterly. Adams: Associate Professor in the Department of Kinesiology at Brock University, Canada.
He is the recipient of four teaching awards, including the 3M Teaching Fellowship. He has been a coach and served as Athletic Director for 10 years. EVENT MANAGEMENT IN SPORT, RECREATION AND TOURISM THEORETICAL AND PRACTICAL DIMENSIONS SECOND EDITION EDITED BY CHERYL MALLEN AND LORNE J. ADAMS First published 2008 by Butterworth Heinemann This edition published 2013 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN Simultaneously published in the USA and Canada by Routledge 711 Third Avenue, New York, NY 10017 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2013 Cheryl Mallen and Lorne J.
Adams The right of the editor to be identified as the author of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.
British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data Event management in sport, recreation and tourism : theoretical and practical dimensions / edited by Cheryl Mallen and Lorne Adams. Special events–Management. Adams, Lorne James.2068--dc23 2012023535 ISBN: 978-0-415-64100-5 (hbk) ISBN: 978-0-415-64102-9 (pbk) ISBN: 978-0-203-08228-7 (ebk) Typeset in Melior and Univers by Keystroke, Station Road, Codsall, Wolverhampton CONTENTS List of contributors xiii Preface to the second edition xv Acknowledgements xix 1 TRADITIONAL AND NICHE EVENTS IN SPORT, RECREATION AND TOURISM 1 CHERYL MALLEN AND LORNE J. ADAMS Characteristics of traditional events 1 A traditional event has a governing body 1 A traditional event is a recognizable and time-honoured sporting activity 2 Characteristics of niche events 3 A niche event is created or adapted for a particular audience 4 A niche event has no traditional governing body 4 A niche event can take an unconventional form 4 Niche events can evolve into traditional events 5 Design a niche event 6 Why are contemporary niche events arising? 6 The need for skilled traditional and niche event managers 8 Conclusion 8 contents v 2 THE CONCEPT OF KNOWLEDGE IN EVENT MANAGEMENT 10 CHERYL MALLEN The concept of knowledge 10 Defining knowledge 11 Common knowledge in event management 12 Common knowledge means acquiring systemic knowledge 12 Common knowledge means understanding of what one does 13 Common knowledge means “know how” 13 Common knowledge involves understanding the basics of culture, politics and personalities 14 Common knowledge includes basic conceptual understandings 14 Common knowledge means having common sense for the event management industry 14 Advancement knowledge in event management 14 Advancement knowledge involves an in-depth understanding of event management routines gained through practice 15 Advancement knowledge includes “enbrained” knowledge in event management gained through practice 16 Advancement knowledge involves “encultured” knowledge in event management gained through practice 16 Advancement knowledge is foundational for the generation of your new knowledge 16 The value of being able to define knowledge 17 A unique definition of knowledge to guide you in the context of event management 17 The advantage of your “flexibility effect” or personalized knowledge 18 You are in a knowledge transfer race 19 You need a knowledge transfer race strategy 20 Social networks support the knowledge transfer strategy 23 Conclusion 25 vi contents 3 THE EVENT PLANNING MODEL: THE EVENT DEVELOPMENT PHASE, PART I 26 AMY CUNNINGHAM AND JOANNE MACLEAN The event manager as a facilitator 26 What is facilitation? 27 The role of an event facilitator 28 Facilitating the communication requirements 29 Facilitating knowledge transfer 33 Facilitating event structures for governance 34 Event structures 37 Theoretical dimensions of event structures 38 Principles in event structures 40 Application of theory and principles in event structures 41 Conclusion 43 4 THE EVENT PLANNING MODEL: THE EVENT DEVELOPMENT PHASE, PART II 44 MAUREEN CONNOLLY, LORNE J.
ADAMS AND CHERI BRADISH Facilitating event policy development 44 Complementary concepts in policy development 49 Application: policy becomes praxis 51 Facilitating event volunteer management 54 A volunteer management program 56 Facilitating corporate social responsibility 64 5 THE EVENT PLANNING MODEL: THE EVENT OPERATIONAL PLANNING PHASE 69 CHERYL MALLEN Mechanism 1: the cultivation of the operational planning network 69 Application of contingency theory 71 contents vii Application of complexity theory 71 Application of agency theory 72 Mechanism 2: generating written operational plans 73 The written event operational plan: establishing a design format 73 Logical operational planning 74 Sequential operational planning 75 Detailed operational planning 75 Integrated operational planning 77 Mechanism 3: the inclusion of contingency plans 78 Mechanism 4: the activation of a plan-refining process with production meetings 79 Contemporary issues in the event operational phase 79 Practice to advance your operational skill development 80 Practice operational planning 80 Conclusion 81 6 THE EVENT PLANNING MODEL: THE EVENT IMPLEMENTATION, MONITORING AND MANAGEMENT PHASE 127 LORNE J. ADAMS Implementation: executing the plan 127 Disseminating implementation requirements and production meetings 128 Monitoring the dynamic and fluid operational environment 130 Managing operational plan implementation 131 Overcome foreseeable failure when managing deviations from the plan 132 Predetermine the decision-making team and process 133 Programmed and non-programmed decisions 134 Inherent implementation, monitoring and management issues in operational network practice 135 Issue: operational plan detail and implementation performance 136 Issue: implementation knowledge and performance 136 Issue: deviations from the plan 137 Issue: implementation conflict 138 viii contents Issue: implementation communication 140 Conclusion 140 7 THE EVENT PLANNING MODEL: THE EVENT EVALUATION AND RENEWAL PHASE 145 SCOTT FORRESTER AND LORNE J. ADAMS Background knowledge for the event manager 145 Evaluation considerations 147 Why is evaluation necessary? 149 Differentiating between evaluation, research and assessment 151 Key questions that evaluations can answer 152 Facilitating the process of evaluating the event 152 Key questions to ask 153 General steps in evaluating the event 155 Decisions required by the event manager before evaluating 156 The role of theory in evaluating events 156 What to evaluate? 157 Approaches to event evaluation 158 Goal-based approach 158 Goal-free approach 159 Responsive approach 159 Empowerment evaluation 160 The content, input, process and product (CIPP) model: a systems approach to evaluation 160 The professional judgment approach 162 Political, ethical and moral decisions in event evaluation 163 Conclusion 165 8 SAFEGUARDING THE NATURAL ENVIRONMENT IN EVENT MANAGEMENT 166 CHRIS CHARD AND MATT DOLF What is environmental sustainability? 166 The triple top line and the triple bottom line 169 contents ix Why is environmental sustainability important in event management? 170 Roles and responsibilities for environmental sustainability in event management 171 Measuring to manage: integrating environmental impact assessment of events 173 Life cycle assessment 174 Carbon footprint 176 Ecological footprint 177 Conclusion 179 9 FACILITATING QUALITY IN EVENT MANAGEMENT 181 CRAIG HYATT AND CHRIS CHARD Can an event manager meet all of the requirements for quality? 181 What is quality? 182 Quality is defined as ruggedness and longevity in the manufacturing industry 182 Definitions of quality in the service industry 182 Expanded meanings of quality 183 Quality is conformance to specifications 183 Quality is excellence 184 Quality is value 185 Quality is meeting and/or exceeding customers’ expectations 185 Aesthetic quality 186 Functional quality 186 Technical quality 186 A lack of guidance for quality in event management 187 Issues in creating quality statements and defining quality in event management 189 Conflicting stakeholder expectations influence quality perceptions 189 Limited control over inputs influences quality 190 Financial constraints influence quality 190 Contingency plans influence quality 191 Generate your quality statement in event management 193 A sample quality statement 194 Conclusion 196 x contents 10 EVENT BIDDING 198 CHERYL MALLEN What is a feasibility study? 198 What is a candidature document? 199 What is a bid questionnaire? 199 What is a bid dossier? 200 What is a bid tour? 202 What are the critical factors in a successful bid? 203 What is the one critical factor for bid success? 208 Conclusion 211 11 POLITICS IN EVENT BIDDING AND HOSTING 212 TRISH CHANT-SEHL What is meant by “the politics of events”? 212 Politics in the decision to bid or not to bid 213 Politics in the event bid phase: the committee 214 Politics in the event bid phase: the proposal 216 Politics in the event bid phase: the decision makers 218 Politics in the event bid transition and review phase 219 Politics in the event hosting phase 221 Overcoming politics in event bidding 222 A key factor in managing event politics: consistent communication messaging 223 A key factor in managing event politics: establishing core values 223 Conclusions 224 12 CONCLUSIONS 227 LORNE J. ADAMS References 231 Index 241 contents xi CONTRIBUTORS Lorne J.
Adams: Associate Professor, Department of Kinesiology, Brock University, St. Catharines, Ontario, Canada. Cheri Bradish: Associate Professor, Department of Sport Management, Brock University, St. Catharines, Ontario, Canada.
Trish Chant-Sehl: Director, University Advancement, McMaster University, Hamilton, Ontario, Canada. Chris Chard: Assistant Professor, Department of Sport Management, Brock University, St. Catharines, Ontario, Canada. Maureen Connolly: Professor, Department of Kinesiology, Brock University, St.
Catharines, Ontario, Canada. Amy Cunningham: a musician and recording artist at Independent, Victoria, British Columbia, Canada. Matt Dolf: Manager of the Centre for Sport and Sustainability, Vancouver, British Columbia, Canada. Scott Forrester: Associate Professor, Department of Recreation and Leisure Studies, Brock University, St.
Catharines, Ontario, Canada. Craig Hyatt: Associate Professor, Department of Sport Management, Brock University, St. Catharines, Ontario, Canada. Joanne MacLean: Dean, Faculty of Health Sciences, University of Fraser Valley, Abbotsford, British Columbia, Canada.
Cheryl Mallen: Associate Professor, Department of Sport Management, Brock University, St. Catharines, Ontario, Canada. contributors xiii PREFACE TO THE SECOND EDITION This second edition responds to the feedback from student usage and the evolving field of event management. Student input in particular has produced a modification of the overview of type of events in Chapter 1 and a reworking of the chapter on knowledge, Chapter 2.
Students told us that they were studying research processes in other required courses, and so the chapter on that subject has been replaced with new material on environmental sustainability, Chapter 8. Further, it was clear in class discussion about event bidding that the problems of the politics involved in the process needed to be made more explicit.