CONTENTS PUBLICATION DETAILS PREFACE KEYNOTE PRESENTATIONS The Role of Special Events in Rural Revitalisation* Peter Kenyon The Role of Events in the Promotion of Cities* John Aitken INTERNATIONAL PRIZE FOR PEACE THROUGH EVENTS PAPER Peace through Events: A SWOT Analysis Ian Kelly SYDNEY OLYMPIC GAMES CRC Olympic Project* Laurence Chalip, Leo Jago, Graham Brown, Roger March and Ray Spurr COMMUNITY BUILDING AND BRANDING DESTINATIONS Events: Help Your Community Get ‘Streets Ahead’* Jan Strom Making Sense of How Festivals Demonstrate a Community’s Sense of Place Ros Derrett When Disaster Strikes: The Effect of Relying on Events for Rural Economies Graham Miller and Ritchie Brent A Study of the Community and Tourism Benefits of the ‘Best on Earth in Perth’ Events Campaign in Western Australia Jack Carlsen Utilising Major Events as a Cost Effective Tool for Tourism Branding: Key Learnings from the Field* Mike Rees and James Paterson The Role of Events in Helping to Brand a Destination Leo Jago, Laurence Chalip, Graham Brown, Trevor Mules and Shameem Ali HUMAN RESOURCE MANAGEMENT AND VOLUNTEERING Career Motivations and Commitment in the Conventions and Exhibitions Industry: Evidence from the UK and Australia Vivienne McCabe and Adele Ladkin A Review of Web-Based Job Advertisements for Australian Event Management Positions Charles Arcodia and Tanuja Barker Does the Observable Special Event Volunteer ‘Career’ in Four South Australian Special Event Organisations Demonstrate the Existence of a Recruitment Niche? Gerry Treuren and Manjit Monga Motivations of Long Term Volunteers at Events Lee Slaughter Satisfaction of Volunteers Involved in Community Events: Implications for the Event Manager Shane Pegg Are Special Event Volunteers Different from Non-SEO Volunteers? Demographic Characteristics of Volunteers in Four South Australian Special Event Organisations Gerry Treuren and Manjit Monga EVENT MANAGEMENT RESEARCH ISSUES Special Events Research During 1990-2001: Key Trends and Issues Anne-Marie Hede, Leo Jago and Margaret Deery The Motivations of Sport Spectators Who Attend Drag Racing Ian Patterson and Anne Aitken-Turner An 'Integrated Comparative Framework' for Data Collection for Festivals in Small Regional Areas: A Case Study of Echuca-Moama Warwick Frost and David Foster The Relative Effectiveness of Special Events as a Promotional Tool: A Case Study of a European Automobile Distributor’s Events Strategy Ian McDonnell and Sally Gebhardt Use of Dichotomous Choice Modelling to Fix Event Ticket Prices Brock Cambourne, Michele Cegielski and Trevor Mules Event Management Associations: Goal Driven or Adhoc Planning Charles Arcodia and Sacha Reid EVENT MANAGEMENT OPERATIONS Understanding the Role of the Stakeholder in Event Management Sacha Reid and Charles Arcodia Inclusive and Accessible Special Events Planning: An Australian Perspective* Simon Darcy and Robert Harris Place Making Means Not Waste Making* Philip Campbell CASE STUDIES Re-building the Community with Fire,Water and Music: The WaterFire Phenomenon Joe Goldblatt and Joyce Perry One Hundred Years of Light: A Cause for a Community Celebration Meredith Lawrence Espiritu Santo: An Event* Frances Cassidy Events in the Environment: A Description of the Sirocco Wetland Concert and Its Consequences* William O’Toole The Use of Cultural Events in City Promotion: Rotterdam Cultural Capital of Europe 2001 Greg Richards and Julie Wilson The Links between Mega Events and Urban Renewal: The Case of the Manchester 2002 Commonwealth Games Jack Carlsen and Anne Millan Viva la Gong: A Call/Catchcry for a Cultural Revolution* Amanda Buckland Italian Festivals in Australia's Little Italys: The Use of Public Spaces in Italian- Australian Commercial Precincts to Create a Cosmopolitan 'Sense of Place' Diana Chessell Festival Places: Mobilising Ethnic Difference in a City of Spectacle Louise C. Johnson EVENT STRATEGIES AND THE IMPACTS OF EVENTS Something from Nothing? The Legacy of Ephemeral Events* John Rose The Ipswich Events Corporation: Policy Directions, Past Present and Future Michelle Whitford Assessing the Social Impacts of Events: Scale Development Elizabeth Fredline, Leo Jago and Margaret Deery Events, Civic Pride and Attitude Change in a Post-Industrial Town: Evaluating the Effect of Local Authority Events on Residents’ Attitudes to the Blackburn Region Emma Wood * Working Paper (Abstract Only) All other papers are full papers which have been subjected to a referee process as described in the Preface. EVENTS AND PLACE MAKING PROCEEDINGS OF INTERNATIONAL EVENT RESEARCH CONFERENCE HELD IN SYDNEY JULY 2002 EDITED BY LEO JAGO, MARG DEERY, ROBERT HARRIS, ANNE-MARIE HEDE AND JOHNNY ALLEN © Copyright Australian Centre for Event Management, 2002. This work is copyright. Apart from any use as permitted under the Copyright Act, no part may be reproduced without written permission of the Australian Centre for Event Management. The views expressed in this publication are those of the authors, and do not necessarily represent those of the Australian Centre for Event Management. First published in July 2002 by the Australian Centre for Event Management University of Technology, Sydney, PO Box 222, Lindfield NSW 2070 Tel: 61 2 9514 5156 Fax: 61 2 9514 5195 Email: [email protected] http://www.business.uts.edu.au/leisure/ACEM/website/index.htm PREFACE JOHNNY ALLEN CONFERENCE CONVENOR AUSTRALIAN CENTRE FOR EVENT MANAGEMENT The first event research conference was held in July 2000 and was titled Events Beyond 2000: Setting the Agenda. The focus of this conference was on identifying and analysing the existing research on events, and creating an event research agenda for the future. The conference attracted an excellent mix of event practitioners, government representatives and academics from Australia and overseas. At the end of the conference, there was a strongly supported motion to stage the conference every two years. Much of the first conference focused on the economic impacts of events, which have now been well documented. Whilst the economic benefits of events are very important to many host destinations, there are other dimensions to events that need to be explored, especially those related to the social and cultural impacts of events. The second conference is themed on Events and Place Making. It examines the use of events to build communities and to brand destinations, as well as related themes of event management strategies, marketing, operations, human resources, volunteering and event research issues. The conference includes keynote addresses by Peter Kenyon and John Aitken, and a presentation of the inaugural International Prize for paper introduced by Dr Joe Jeff Goldblatt. In addition, there are thirty four papers by academics and industry practitioners which support the overall themes of the conference. CONFERENCE PAPERS The Conference Editorial Committee comprised Leo Jago, Marg Deery, Rob Harris, Anne-Marie Hede and Johnny Allen. There are two categories of papers that were considered for this conference, namely, full papers and working papers. The full papers, which were only accepted after meeting the requirements of a ‘double-blind review process’, are published in full in the proceedings. For each of the working papers, an abstract is included in the proceedings. As can be seen in the proceedings, there are papers covering many of the non-economic dimensions of special events, especially as they relate to developing communities and giving them a sense of place. The Conference Editorial Committee is much indebted to the support provided by the following referees who reviewed the many manuscripts submitted for this conference: Johnny Allen Leo Jago Melinda Anderson John Jenkins Charles Arcodia Louise Johnson Sue Beeton Pandora Kay Graham Brown Adele Ladkin Barry Burgan Meredith Lawrence Jack Carlsen Leonie Lockstone Frances Cassidy Vivienne McCabe Laurence Chalip Stephanie Miller Diana Chessell Trevor Mules Jenny Craik Danny O’Brien Jenny Davies Rob Pascoe Marg Deery Ian Patterson Ros Derrett Michael Pearlman Larry Dwyer Shane Pegg Deborah Edwards Bruce Prideaux David Foster Greg Richards Liz Fredline Brent Ritchie Warwick Frost Lee Slaughter Donald Getz Robyn Stokes Sue Gillet Carmen Tideswell Chris Green Gerry Treuren Rob Harris Michelle Whitford Anne-Marie Hede Jeff Wilks Julie Jackson Special thanks go also to Cathy Gutierrez who had the enormous task of compiling the papers, and to Kate Williams who proof-read all of the papers. Given the productive mix of academic, government and industry representatives established by the first conference, there is huge potential for productive discussion within the framework of the conference. In order to encourage and allow for this, each of the concurrent sessions has been allocated a convenor and a generous provision of time for questions and discussions. It is hoped that strongly supporting interaction and discussion will assist the conference to make a meaningful contribution to the growing body of knowledge of the event industry. Finally, the Australian Centre for Event Management at the University of Technology, Sydney would like to acknowledge and thank our partners and sponsors, the CRC in Sustainable Tourism, Victoria University, the Alan Shawn Feinstein Graduate School of the Johnson & Wales University, the NSW Department of State and Regional Development, the New South Wales Major Events Board, Resource NSW and Visy Closed Loop for their generous assistance and support of the conference. Johnny Allen, July 2002 KEYNOTE PRESENTATIONS