EVENTS BEYOND 2000: SETTING THE AGENDA PROCEEDINGS OF CONFERENCE ON EVENT EVALUATION, RESEARCH AND EDUCATION SYDNEY JULY 2000 Edited by John Allen, Robert Harris, Leo K Jago and A J Veal AUSTRALIAN CENTRE FOR EVENT MANAGEMENT SCHOOL OF LEISURE, SPORT AND TOURISM UNIVERSITY OF TECHNOLOGY, SYDNEY First published in 2000 by the Australian Centre for Event Management Cover Design: Lightstorm Graphics ISBN: 186365562X Ó Copyright Australian Centre for Event Management, 2000 This work is copyright. Apart from any use as permitted under the Copyright Act, no part may be reproduced without the written permission of the Australian Centre for Event Management. Australian Centre for Event Management. (2000) Events Beyond 2000: Setting the Agenda Proceedings of Conference on Event Evaluation, Research and Education Views expressed in this publication are those of the authors and do not necessarily represent those of the Australian Centre for Event Management Australian Centre for Event Management School of Leisure, Sport and Tourism University of Technology, Sydney P.O. Box 222, Lindfield NSW 2070 Tel: 61 2 9514 5156 Fax: 61 2 9514 5195 http://www.business.uts.edu.au/leisure/ACEM/website/index.htm Events Beyond 2000 PREFACE The global telecast of the celebrations of New Year's Eve of the new millennium bore witness to two significant trends of the last decade - the increasing number and status of events, and the increasing ability of television to bring major events to an unprecedented global audience. In Australia, the decade has seen the emergence of an event industry, with the beginnings of an identifiable body of knowledge, formalised training and recognised career paths for professional event managers. Yet, as Donald Getz reveals in his keynote address to this conference, events are still a relatively new area of academic study and research, and this conference appears to be the first anywhere to focus on the education, research and evaluation issues facing the emerging events field. What better time and place to stage such a conference than in the host city on the eve of the world's largest peacetime event, the Summer Olympic Games? The staging of the Games has placed Sydney on a steep learning-curve, a legacy of which will be a large body of event knowledge and experience. This conference aims to provide an overview of the knowledge and skills of event management, and to provide a platform for the consideration of a future research agenda for the industry. The conference is fortunate to have as its keynote speakers two great pioneers of the event industry. As founding director of the Event Management Program at George Washington University and founding President of the International Special Events Society (ISES), perhaps no-one is better placed than Joe Jeff Goldblatt to provide an overview of the trends impacting the profession. Similarly, as co-founder and Editor- in-Chief of the international research journal Event Management and a prolific researcher and writer on events, few could be more able than Donald Getz to summarise the current state of event research, and to consider its future needs and directions. The Conference Editorial Committee also considered it appropriate to overview event research and education in the Australian context, and for this purpose has drawn on the co-ordinators of the first dedicated event courses in Australia at the University of Technology, Sydney, and Victoria University, for the third keynote presentation. One area where considerable research has been done, particularly in Australia, is in the field of economic evaluation of events. Papers are presented at this conference by many of the significant researchers in this field, including Barry Burgan, Jack Carlsen, Larry Dwyer, Bill Faulkner, Donald Getz and Trevor Mules. A workshop session will also be conducted by Jack Carlsen and his colleagues examining the potential for a standardised approach to event evaluation. It would be difficult to stage a conference in Sydney at this time without considering the impacts of the Sydney Olympic Games, and Bill Faulkner, Laurence Chalip, Ray Spurr and Graham Brown summarise a major study on this topic being undertaken for the Co-operative Research Centre (CRC) for Sustainable Tourism. Andrew Woodward outlines the tourism significance of the Games on behalf of the Australian Tourist Commission, and Brian Mihalik and Siva Muthaly and his colleagues outline some of the lessons to be learnt from the Atlanta Olympics. In the field of event management and operations, Bill O'Toole makes a case for the emerging discipline of Event Project Management, Clare Hanlon and Leo Jago look at human resource issues, Je'Anna Abbott and Steven Abbott at crowd management i Events Beyond 2000 and crowd control, and Ros Derrett at the perspectives of community cultural development and cultural tourism. In the field of event marketing Richard Gitelson examines the decision-making process of arts festival patrons, Glenn Bowdin and Ivor Church look at customer satisfaction and quality costs, and James Paterson and Ian McDonnell each examine important aspects of sponsorship. In the area of education and training, Rob Harris and Leo Jago survey the Australian situation, Charles Arcodia and Alastair Robb make an important contribution to event terminology, Jenny Davies and Lorraine Brown describe the formation of an event course in the unique tourism and cultural context of South Australia, and Shayne Quick and Tracy Taylor evaluate an educational project aimed at the transfer of knowledge from Sydney to the 2004 Athens Summer Olympics. In a new area of research such as events, describing and defining the field is an important first step, and thus case studies have an important role to play in a conference such as this. Graham Brown contributes a case study of New Year's Eve of the new millennium at Cape Byron in New South Wales, Ian Chaplin and Carlos Costa of the Portuguese Handover of Macau to China, Margaret Tyce and Kay Dimmock of the Nimbin Mardi Grass in New South Wales, and Lynne Dore and Elspeth Frew of the Avenel Farmers' Market in Victoria. The keynote presentations by Joe Jeff Goldblatt and Donald Getz are invited papers. Those by Mike Rees, Andrew Woodward, Bill Faulkner et al., Hans Westerbeek et al., James Paterson, Ian McDonnell and Rob Harris and Leo Jago are presented as working papers. All other papers presented at the conference have been subjected to a double blind referee process, and subsequently revised by their authors. In view of the referees' comments, the editorial committee has recommended that certain of these papers, marked with an asterisk in the table of contents, also be presented as working papers. Australian spelling conventions have been adopted for all papers included in these proceedings. The Conference Editorial Committee consisted of Robert Harris, Leo Jago, Tony Veal and myself. On behalf of the Committee I would like to thank all of the referees who gave so generously of their time in reviewing papers for the conference. I would also like to thank my co-editors for their assistance in editing the manuscript, Warwick Powell for book design and proofreading, and Lightstorm Graphics for the cover design. Not the least, I would like to thank Rob Lynch, Dean Faculty of Business, and Bruce Haylar, Head School of Leisure, Sport and Tourism at the University of Technology, Sydney; our sponsors the New South Wales Department of State and Regional Development, Tourism New South Wales, Visy Special Events and SpecialEvents.com; Rod Hill and John Rose for their support; and Phyllis Agius, Bill O'Toole, Trevor Connell and their volunteer assistants from the UTS Executive Certificate in Event Management Course, whose generosity and support assisted so greatly in staging the conference. Johnny Allen Conference Co-ordinator ACEM, UTS, June 2000 ii Events Beyond 2000 CONTENTS KEYNOTE PRESENTATIONS A Future for Event Management: The Analysis of Major Trends Impacting the Emerging Profession 1 Joe Jeff Goldblatt Developing a Research Agenda for the Event Management Field 9 Donald Getz A Rearview Mirror and a Crystal Ball: Past, Present and Future Perspectives on Event Research in 21 Australia Robert Harris, Leo Jago, John Allen and Monique Huyskens EVENT EVALUATION A Framework for Evaluating and Forecasting the Economic Impacts of Special Events 31 Larry Dwyer, Robert Mellor, Nina Mistilis, and Trevor Mules Event Analysis – Understanding the Divide Between Cost Benefit and Economic Impact Assessment 46 Barry Burgan and Trevor Mules Estimating the Impact of Events – Sampling Frame Issues in Identifying Event Related Expenditure 52 Barry Burgan and Trevor Mules Community Perceptions of the Impacts of Events 60 Elizabeth Fredline and Bill Faulkner Issues in Evaluation: EventsCorp’s Perspective* 75 Mike Rees Pre- and Post-Event Evaluation Criterion Research 76 Jack Carlsen, Geoff Soutar and Donald Getz EVENT MANAGEMENT AND OPERATIONS Towards the Integration of Event Management Best Practice by the Project Management Process 86 William O’Toole Pulsating Sporting Events: An Organisation Structure to Optimise Performance 93 Clare Hanlon and Leo K Jago The Importance of Proper Crowd Management and Crowd Control in the Special Events Industry: 105 Legal Analysis Je'Anna Lanza Abbott and Steven M Abbott Can Festivals Brand Community Cultural Development and Cultural Tourism Simultaneously?* 120 Ros Derrett THE OLYMPIC GAMES Australian Tourism Benefiting from a Mega Event. The Sydney 2000 Olympic Games in Australia*