Event Experiences: Design, Management and Impact A thesis submitted in partial fulfilment of the requirements of the University of West London for the degree of PhD by Published Work Graham Berridge School of Hospitality and Tourism Management, University of Surrey, Guildford, GU2 7XH October 2014 Event Experiences: Design, Management and Impact Contents Page Acknowledgements Acronyms Abstract 1 Background and rationale 3-4 List of submitted publications 5 Preface 6 Literature review 8-14 Methodology 15 The Submission 17-42 1. Event Design and Experience 18 Cluster 1 2. Event Pitching: The role of design and creativity 21 3. Event Experience: A case study of differences 23 between the way in which organizers plan an event experience and the way in which guests receive the experience 4. The Gran fondo and Sportive experience: A look at cyclist’s 25 requirements and event professionalization Cluster 2 5. Design Management of Events 29 6. Designing Event Experiences 31 Cluster 3 7. The promotion of cycling in London: the impact of the 2007 34 Tour de France Grand Depart on the image and provision of cycling in the capital 8. The impact of the 2007 Tour de France Grand depart on 37 cycling in London: a review of social and cultural legacy Conclusions and reflection 43-49 Bibliography 50 Appendix 1 : Examples of citations 61 Appendix 2: The Submitted work 63 Acknowledgements I would like to thank my supervisors Professor Peter John and Professor David McGillivray for their input and intellectual guidance during the completion of this PhD. In particular Professor John, who, as a Vice-Chancellor, gave up his valuable time to act as my supervisor and has maintained a constant and insightful probing of my work and thoughts to ensure a coherent submission. Additionally, there are family and friends who should be thanked for their support, interest, sarcasm and wit whilst this work has been in progress. Sadly, before I completed this submission my Mother passed away after a long battle with cancer. Coming from a mining and mill worker background respectively, both my parents were always very proud of the fact that I was a ‘first’ in the family of Berridge’s and Dufton’s – first to go to university, to get a degree, to get a masters and now first to get a PhD. She would have loved to have seen me receive the Doctorate award at Graduation. I will be thinking of you Mum more than ever on that day. From a personal point of view I have cherished my many cycling days in the Surrey Hills riding a Colnago bike. Those three to four hour rides helped inspire me and gave me the space and freedom to think and deliberate, in doing so, they enabled me to process my ideas and thoughts into some kind of order. Without cycling acting as the initial spur for the ethnographic research project I might well have never started this PhD. Acronyms ABDC – Australian Business Deans Council AEME - Association of Event Management Education EEDF - Event Experience Design Framework EMBOK – Event Management Body of Knowledge EDRN – Event Design Research Network MfL – Mayor for London TDFGD – Tour de France Grand Depart TfL – Transport for London S-D Logic – Service Dominant Logic 1 Abstract The papers submitted for this PhD by publication represent research centered on event experiences and their design, management and impact. They are the result of research projects that have produced seven published peer-reviewed papers and one book. The body of work has made an original, significant and sustained contribution towards the development of an emerging field of study in events. The work has made a major contribution towards furthering understanding of the human experience that results from the management of events, their design and their impact. At the heart of this submission is a consideration for how events are experienced and what factors and components contribute to the depth of that experience. The majority of papers analyses and reflects upon the construction of experience settings (their design) and essentially seeks knowledge to identify the variables that shape any experience of events (Ryan, 2012). In doing so the research undertaken has embraced a less restrictive set of methodologies usually afforded by statistical exercises in favour of a more embodied, immersive and participative approach. This has included not only observation and auto- ethnography, but also reflection on that which has been observed. In turn this reflection and analysis has drawn upon a range of theories and models to advance understanding of the social occasions that we call events where human interactions with the designed programme and environment illicit a range of responses that may culminate in a memorable and unique moment in time. The research therefore touches upon the emotional response to event experiences, the study and interpretation of the meaning of events, and notably their signification to an intended audience. In the course of this research I have evaluated and reflected upon the study and practice of event management across a range of event types and genres. Seeking to initially clarify the role of design in creating event experience led me to questioning the paradigmatic model for event management and resulted in the development of an alternative consideration for event planning and management - Event Experience Design Framework (EEDF). Unlike existing models this places design as the central and pivotal driving force that inhabits all areas of the event management process and upon which all events should then be based. 2 The contribution of this body of work can therefore be summarised as follows: 1. Development of a paradigmatic concept that places design as the central and essential practice that underpins the planned event experience. 2. Theoretical positioning of how designing event experiences impacts on stakeholders 3. Recognition and application of theoretical models and tools relevant to event design and creativity, and further use of conceptual models to analyse experiential outcomes 4. Identification and awareness of the broader socio-cultural impact of planned events This submission provides evidentiary material that I have made a positive and meaningful contribution to raising the profile of events through research, teaching and learning by an acknowledged excellence in events management education and as a recognised (and first) National Teaching Fellow in Events. Furthermore, the submission provides a reflection on this research and development that has enabled me to make such a pivotal contribution to the field. It concludes with an outline of plans for the future. 3 Background and rationale This section sets out the main origins and context for the research. It also identifies key principles of enquiry that are applied to connect the research and give clarity and coherence to the collective submission. The essence of this academic collection is concentrated on the planned event which has the intent to create or shape the individual and collective experience of event attendees and those affected by the event: Planned events are created to achieve specific outcomes, including those related to the economy, culture, society and environment. Event planning involves the design and implementation of themes, settings, consumables, services, and programmes that suggest, facilitate or constrain experiences for participants, guests, spectators and other stakeholders. Every event goer has a personal and unique experience arising from the interactions of setting, programme and people, but event experiences also have broader social and cultural meaning. (Getz, 2012: 28) In presenting the background and rationale for the submission, three main principles that support the research agenda are identified: • Event environments are created and managed • Experiences within those environments are purposefully designed • Event experiences impact upon a range of stakeholders These principles were first established in my book and the first document in this submission, Events Design and Experience (Berridge, 2007a). The principles themselves are the direct result of a range of formative research projects and concurrent collegiate discussions on events, leisure and tourism activities conducted in late 1990 and early 2000 (but that are not a part of this submission). In building upon these earlier discussions the influence of leisure theorists is evident and in particular those researching the nature of leisure experience (Kelly & Godbey, 1992; Wahlers, 1985; Mannell et al., 1988; Mannell & Iso-Ahola, 1987; Iso- Ahola, 1980). This body of work has guided my research by directing me towards the adoption of analytical concepts and research methodologies that would enable a deeper understanding of the design and management of events. To enhance understanding of how events are constructed and how attendees consequently deconstruct, interpret and interact 4 with those purposefully designed elements requires insight into the characteristics of the human experience. Whilst the majority of the work here focusses upon the internal engagement at the event, from the design, management and experience perspective, the work also considers the use of events in society by stakeholders to create social and cultural experiences for the host community and an external audience. Furthermore, the submission reflects past and concurrent discussions within academia on the need for more conceptual models to be applied in research exploring the emerging event- industry profession, event experiences