1. Event Impacts Part 1
Practice
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2. Learning Objectives
At the end of this session students should be able
to:
• Reflect on the meanings of events for individuals
in different societies
• Identify the practices of business, communities
and countries which have been influenced by the
popularity of events
• List and evaluate the positive and negative
impacts that events have on individuals,
organizations and communities
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3. Conceptualizing Event Impacts (1)
Socio/Cultural Political
Physical and Tourism and
Environmental Economic
Adapted from: Bowdin et. al (2011)
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4. Conceptualizing Event Impacts (2)
• Triple-bottom Line - a systematic framework for
measuring and reporting the event's performance against
economic, social and environmental parameters, to
determine negative or positive impacts on the host
community (Fredline et al., 2005)
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5. Conceptualizing Event Impacts (3)
Countries
Cities
Communities
Organizations
Individuals
Adapted from: Ferdinand and Shaw (2012)
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6. What do Events Mean
to Us?
Sites where individuals
Opportunities can come together to
to appreciate connect with other to
achieve a sense of
critical enhanced identity and
milestones: to find meaning
 For example,
weddings, birthdays,
graduations,
anniversaries and
cultural and religious
observances
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7. Consider the Burning Man
Festival ….
• What does it take
produce an event
which provides a
sense of enhanced
identity and deep
spiritual meaning?
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8. Profound loss Pure wonderment
A combustion of the id
Release from restraint
A stripping of the self
Purification A loss of direction
Crucifixion Adrenalized joy
Sacrifice
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9. www.bournemouth.ac.uk

10. The Meanings of Events
Can Also Change …
• Modern day events represent the evolution
of societies, communities and individuals
• The original significance and perception of
some events have shifted:
Gay Pride parades’ sexual politics have given
way to family fun and festivities
The symbolism behind Trinidad and Tobago
Carnival has shifted from rebellion to a message
of freedom and self-expression
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11. Events in Organisations
• Create linkages
• Disseminate
information
• Provide motivation
and opportunities for
celebration
• Brings people
together from different
countries
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12. Event Marketing
Event marketing survey findings published by the
Event Marketing Institute in 2010
The top three rated marketing tools for building customer
relationships are:
1. Event marketing 2. Social marketing 3.Web marketing
The marketing tools that give the best ROI are:
1.Web marketing (40% of respondents agree)
2. Event marketing (22% of respondents agree)
% of marketers who rank the future importance of events
as increasing has risen: From 29 % in ‘09 to 36 % in ‘10
34 % of respondents plan to move to an experience-
driven portfolio within the next three to twelve months,
while 31 % say they have already done so
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13. Events in Communities
Religious and cultural These events can:
festivals can play an • Reinforce shared identities
important role in • Evolve new meaning,
through the integration of
uniting communities cultural influences
comprising of ethnic • Help to achieve a
and cultural minorities 'cosmopolitan' character
that can be promoted as a
positive feature to external
audiences
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14. But be warned they can
also …
• Reinforce cultural and ethnic stereotypes
• ‘Comodify’ culture
• Highlight cultural differences which can
increase cultural/ethnic/ racial tensions
• ‘Disneyfy’ community landscapes
• Reduce cultural events to ‘exotic products’
to be bought and sold
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15. TO BE CONTINUED …
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16. References
• Bowdin et. al. (2011) Events Management. Oxford:
Elsevier Butterworth-Heinemann
• Ferdinand, N. and Shaw, S. (Eds). Events in our
changing world. In N. Ferdinand and P. Kitchin (Eds.)
Events Management: An International Approach (pp. 5-
22). London: Sage Publications
• Fredline, L., Raybould, M., Jago, L., & Deery, M. (2005).
Triple bottom line event evaluation: A proposed
framework for holistic event evaluation. Third
International Event Conference, the Impacts of Events:
Triple Bottom Line Evaluation and Event Legacies.
Sydney, July 2005.
www.bournemouth.ac.uk

17. Further Reading
• Shaw, S. (2007). Inner city ethnoscapes as cultural
attractions: Micro-place marketing in Canada. In M.
Smith (Ed.), Tourism, Culture and Regeneration (pp.49-
58). Wallingford: CABI
• Sherry, J.F. & Kozinets, R.V. (2007). Nomadic spirituality
and the burning man festival. Research in Consumer
Behavior, 11, 119-147
• Tull, J. (2012). Event evaluation. In N. Ferdinand and P.
Kitchin (Eds.) Events Management: An International
Approach (pp. 173-196). London: Sage Publications
www.bournemouth.ac.uk

18. For Next Time …
• Ferdinand, N. and Williams, N. (2011) Event staging. In
S. Page and J. Connell (Eds.) Routledge Handbook of
Events (pp. 42-44). Abingdon: Routledge
• Greenwood, D.J. (1989). Culture by the pound: An
anthropological perspective on tourism as cultural
commoditization. In V.L. Smith (Ed.) Hosts and guests:
The Anthropology of Tourism (Second Edition) (pp. 171-
185). Philadelphia: University of Pennsylvania Press.
• Waitt, G. (2008). Urban festivals: Geographies of hype,
helplessness and hope. Geography Compass, 2 (2) 513-
537
www.bournemouth.ac.uk

19. KEEP IN TOUCH …
http://facebook.com/Ms.NicoleFerdinand
@evntmgt
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