<p> ROI REPORT page 1 ROIROI REPORTREPORT Interviews, opinions, case studies, whatever from PR point of viewд Issue IV, year 2006, Monthly newsletter www . roibg .com 20/06/2006 In this fourth issue we offer you the Dr. Joe Goldblatt, CSEP, speech presented by at New Bulgarian University. Dr. Goldblatt was a special guest of ROI Communication for the performance of the Bulgarian edition of his book “Special Events”. Event Leadership for a New World</p><p>Good morning, In the history of celebration Bulgaria Dessislava Boshnakova knows more has played an important role. As my about me than I know about myself. wife and I have travel around the world She invested four years in translating with observed celebrations in Thailand, this book – Special Events. Today on we have seen Halloween expend in television when the presenter asks the many other cultures, we celebrate our question before I could answer long traditions such as American professor Boshnakova gave the thanksgiving, and we travel back many answers. Now I know that I do not need hundreds and thousands of years of to travel I will send prof. Boshnakova. time to the early civilizations the Mays. Seriously I thank you very much for My student, such as Rosen, was many translating this book and i thank my years ago today produce celebrations at dear student Rosen Potzkov for his hard hospitals. Later you are learned about work. the celebration than I study last summer Today I would like to spend a few in Australian and celebrations in Sueto, moments talking with you about event South Africa, in Greece – the Olympic leadership in new world. And together Games, in Uganda – the marriage we will learn about the eight new skills celebration, my own nephew, who to sustain your carrier. graduated from College this year and When prof. Boshnakova called me, she finally a celebration in a school in asks: Do you believe in free speech? Philadelphia. And when I sad yes, she said: Would But today we will talk most importantly you give one in New Bulgarian about how Bulgaria celebrates and we University? So here I am. will think of Bulgaria celebrations we ROI REPORT page 2 think of the family and the home and New Bulgarian University to advent the traditions such as name day and the your carrier. many forms of entertainment better so So we begin with my own adventure at essential in your celebrations. The last summer when I traveled from culture that is been preserved so Philadelphia to Sidney, Australia to beautifully in Bulgaria. central Australia, to meet the aboriginal And here is just a very short list of elders and from central Australia to many different types of traditional and Johannesburg, South Africa, then in to contemporary Bulgarian celebrations. Uganda, central Uganda – the And what is interesting is from your mountains of the moon and finally tourism web site I founded 54 annual return back to Philadelphia. And the celebrations, including this mummer’s goal was to discover the secrets of celebration and this shows you how the human celebration. And my adventure celebration connected around the world and research began at this icon Unuru, because in Philadelphia we celebrate where the aboriginals first discovered our mummer’s parade. the dreamtime. And they believe the And recently in terms of new and dreamtime is the time before time emergent celebrations you see world before the beginning of humans. And so wetlands day in Bulgaria as you the aboriginal dancers explain to me celebrate in your tourism systems you that I would never really understand see automobile now available for because so much of the dreamtime is special events, weddings, celebrations magic and mystery. But I continued and proms and increasingly you see with my journey and from Australia I you’re the vacations celebrations and flood direct to the mountains of the you celebrations. And so you see events moon in western Uganda. My goal was celebrations in Bulgaria are expending. to meet the pygmies. I wanted to learn And in deep there expending all over how over the years they have sustained the world this is an example of new their celebrations. Their village was so celebration in USA, called first night. small we drove by at twice not seen yet. When they’re used large puppets in the Finally some one gave us directions and streets; over one million people latent I was able to meet his royal kindness this event in Boston each year. It takes king Jeffrey Zito, the king of the place on New Years Eve and no alcohol pygmies. He said if you want to learn is aloud. But it does take place in about our magic and mystery you must hundred and fifty cities around the join us in the forest. Now I heard stories world. Always on New Years Eve and about pygmies in the forest and I wasn’t it starts with the grand proccession. sure I should follow them in forest, but And so today I would like to spend a was brave but I went into the forest and few moments taking about how we they ask me to participate in their secret create events moving from process to rituals. And when I participated I began outcome to finally sustainability which to ask what is changed, what is I describe in my theory as the third constant, what is eternal, when we think wave of event leadership. And then we of celebration, ceremony and ritual. I will explore how you can innovate began to go back in explore the create new events in Bulgaria and economic challenges through out world finally how you can educate yourself at history and we know that they had been ROI REPORT page 3 three economics periods - the evaluation and research. And if the agricultural, industrial and service research fades we ask five questions: economy, but there is a forth period identified by two economists from Why is this event important? Harvard University and is called the Who will attend, who will participate in experience economy. When we create this event? an experience we can charge more. And When should it be conducted? when you transform your customer you Where should it be conducted and can charge whatever you want. What I Finally what are the event goals and believe the most important period in objectives? economic history is yet to come. Based In the design faze, which is the second upon my study of the aboriginals, the faze we’re concerned with the created pygmies and American celebrations and brainstorming. others around the world we were on the I challenge you in a land that I love cost of the greatest look of the economy Bulgaria to become even more created of all the time and be created by you it to become even greater innovation, to is the celebration of community. But leave the world with your created because this is what events do they events. And here is an example: this is create community. And so in exploring the way we normally served food in this we identified three periods of Bulgaria and in the USA, but here is historical development of events: another way. So when we think of events such as - The first wave - in the early 20 first night in your city Bulgaria we century we were concerned what how think of ways to connect these ideas we produced events what were proofed with education teaching people about the techniques, alcohol consumption, networking, - The second wave - we were concerned reward, recognition, the hidden agenda in a late 20 century what the outcomes – why people come the events: to meet of the events how you can generate other people, to networking for greater economic value, social value, business and finally to promote the ecological value. union. And the idea is to connect this - The third wave - which you will team with all of these potential cultivate and develop in 21 century - outcomes. promotes the stain ability how can you Now I do create you may wish to secure the investment for Bulgaria and engage your guest your contact and the rest of the world trough the events color and here is the good example of you produce. the chocolate fountain. What we are talking about is how we stimulate the To do this we began with the first wave emotion – the eye, the ear, the smell, which is the process the five faze event the taste, the touch – all of these development process, which includes stimulate emotions. first conducting research, next design The next faze is a planning where we the creative part of the event, next identify the objectives, align the planning, than coordination and objective with event, make circle of logistics and finally perhaps most mission, the vision and all the credible importantly the connection between tools when place to concisely ROI REPORT page 4 effectively planning the event. And the entire event rather than just one here are the tools we start with the factor. organizational chart: How do you turn a temporary comunity - client in to a permanent community, a - marketing, sustainable community? You do that by - event leader created memories, by changing the way - comptroller people think, by changing the way - timeline people act, by transforming in the one - the budget community as happened every four years with Olympic Games. And that’s Most events succeed or failed through an opportunity you have for Bulgaria to the budget. And the final tool is called bring the world here, true the winter production schedule or increasingly is Olympic Games and in bringing the called event specification guide. When world here transform Bulgaria and on the day on the event the list with transform the world. task is incur such as moving into the And so now let’s look at how we can hotel, standing of the event. true the second wave began to scan and The fourth faze is coordination. forecast the future for events in The final faze – five - is evaluation, Bulgaria. We know that the world is which I believe this is the most growing older the demographics are important faze, where we observed as changing. We know longer see one the events take place to continually culture we now see many cultures. We improve it. We conduct the survey and are having increasing appreciation of the conclusion of the event we make diversity and a greater demand on conduct the survey at the beginning and product and experience diversity. And of the end to compare expectation with we have more senior travelers who perception of our guests we make focus have more leisure time. And all of this panels a group of people give us the represents an increasing number of opinions we make conduct the quality niche markets, little markets to create the study of survey and we make events form. conduct more ethnographic research And so what are the traits of typical when we participated the event and people who design and develop tourism observed to really better understand the events. We conducted the study in motivation for conducting the event Philadelphia with 25 executives. And increasingly we see a combination of here what they told us: they’re all of this and its called the struggling to keep up, they are comprehensive or hybrid research. overwhelmed by information, they When we evaluate the events are you multi-tasking all the time, they must do suggesting we look at only economic more with less, crunched for time, evaluation, but also the triple bottom under constant pressure. Is this sound as line, we look at economic factors, your life? social, cultural, political factors and And so how would we handle these ecological factors as well so we increasing pressures. And you know the combine and compare all of these answers because you’re the students in factors. And so that is what we called New Bulgarian University the answer is an event evaluation spectrum looking at education. You must continually ROI REPORT page 5 document your performance career 5. To facilitate human resources advancement such as your diploma. 6. To create the event You must network with mentors such 7. To orchestrate the event(s) as Dessislava Boshnakova and Rosen 8. To pursue professional development Potzkov. Look for leadership to out your carrier to build the carrier opportunities to leave the events and the life. industry in Bulgaria. Brand your career just as you brand your business. And Our American supreme cord justice develop the expertise, the authority and Oliver Wendell Holmes said: Nothing the alignment with your own values to is so powerful, as an idea whose time promote long turn success. So there you has come. And I believe the time has see create, innovate and educate. So come. We have discovered to research how do align personal and professional the third wave is rising behind us. We values, first you ask what is important can either drown or we can plan better and that’s research. What is important and catch ride the third wave and in your life than you ask about health - sustain your success. mental and physical - how do I make curtain than I stay healthy and next Six universal meanings of human designing the system creating the celebration: system to stay healthy. And then when looks at timing if you’re cursed for time 1. Kinship and family how you do find the right time and of 2. Pride course is planning time management. 3. Courage And then of course we are look at the 4. Remembrance, ancestor worship challenge of effort that more and more 5. Transmission to new generations is expected of us we have to learn how 6. Magic and mystery. coordinate of these very attest more officially. Finally we continually ask: Have you ever plan the party in one am I going with the right direction and way and had the guest take in another that is where we stop with evaluate. way. And that is where magic and Now do you know something mystery is important. And so we look at interesting here these five words and the Bulgarian celebrations an universal only used to describe the process for meanings in kinship and family we can planning events but also the process for use this to develop membership in planning lives, our own lives? And in volunteers, in pride we can used this to deep this is how you are life come the brand the destination of Sofia, Bulgaria hobby as special event. and cultivate new tourist or this area, in The eight new skills which you needed the courage we can used to promote to sustain your carrier as an event education, remembrance and answers to leader: worship to award programs to understand our history and our 1. To provide strategic planning traditions, through transmission to new 2. To cultivate business development generations through leadership 3. To control financial operations development and succession here in 4. To standardize operations systems NBU and finally magic and mystery and procedures they unexplained positive outcomes. ROI REPORT page 6</p><p>The six meanings of human celebration of next generation of special events are at the heart of your culture. And so perhaps you must understand that when I think of celebration I think of increases far distant from Bulgaria the historic look at anthropology, special things are recover such as. psychology, sociology, technology Through these doors there are two recently and of course theology. And hundred South Africans students we also have to think of the studding event management and they’re transformation from these fields to the using this book but not in Bulgaria. newest field of study in university to They’re using this book to learn how to this one eventology. So what is plan the World Soccer Cup, which evetology lets the scientific study of would be in Johannesburg in 2010. And human events, the systematic while I’m very proud of the name development of positive human aboard the door, I’m most proud what’s outcomes and it comes from the word happening inside the door. And with event from e-venire is outcome, e is your help they were fonder events from out, venire is come and events are in special events the field of special events deep outcomes. Your opportunity is to from good to hopefully as we have create this positive human outcome learned today great and I thank you such as the Olympic Games for very much. Bulgaria. So if you are going to be part</p><p>© ROI Communication 2006. You may make a link to our report, it is free. But please inform us. If you want to use the text in your publication it is OK, but please note that it is from ROI Report and make a link to our site. And of course, inform us. Comments and suggestions to: ROI REPORT</p>