Event Management

If you think you could organise a glamorous party in a graveyard, in two hours, during a snowstorm, in Mullingar – then event management could be your calling. Meeting the needs and wants of individuals is the foundation of the industry. Most companies provide their services on a general basis, i.e. they could be hired to organise the launch of the new Ross O’Carroll Kelly book or the annual meeting of a sheep-farmers confederation. No event is too small or obscure...

To really flourish in this sector you must have a combination of business acumen and social skills in abundance. Specific knowledge of a particular area can also be vital at times, for example, knowledge of current music would aid the organising of a charity concert.

Businesses or individuals with the purpose of conferring event responsibility onto another party seek event management companies. It is essential that all requests are catered for in a professional manner. An esteemed reputation is the most valuable asset of any organisation so the cliché of ‘the customer is always right’ is an absolute truth here. So if you think you could do a better job than Bob Geldof then read on…

Education
Event Management degree courses include the Bachelor of Business in Event Management in Dundalk IT (3 years/Level 7/2007 CAO points:270); the BA (Honours) Marketing with Event Management in Dublin Business School (3 years/Level 8/2007 CAO points:255); the BA (Honours) in Business Studies with Event Management in Limerick IT (3 years/Level 8/2007 CAO points:285); and the Bachelor of Science (Event Management) Honours Degree in DIT (4 years/Level 8/2007 CAO points:405).

The courses are taught in the context of a business and marketing outlook; subjects covered include market research, fund raising and sponsorship, using IT and database software in event management, current legal requirements, and financial accounting. Students will be taught how the latest event management practises are being applied across various sectors – tourism, sporting, conferences, etc. Students of the degree in Dublin Institute of Technology take part in a work placement programme.

Options After Qualification
Graduates of event management can work in a variety of organisations and career areas: corporate conference and exhibition organisers, tourism organisations, hotels, public relations, venue management, sports tourism, community development and the arts and music sectors.

In terms of further study, graduates of the course in Dundalk IT can attain a full Bachelor of Business Honours Degree by completing a single year of extra study. Graduates of the other listed courses can apply for postgraduate courses such as the Diploma in Business in Cultural Event Management provided by Dun Laoghaire Institute of Art and Design.

Work
Once the client has supplied the task or assignment, it is then the responsibility of the event manager to carry out intensive research (usually there are time constraints) and compile detailed proposals for the planning of the event. A clear breakdown of venue suggestions, budgetary proposals and timetables should be outlined. Many clients will want their event to have a certain brand or look, and if the manager does not have the experience or skills for this task, then they will work closely with a designer in order to achieve the maximum effect.

A publicity campaign often accompanies larger events; the event manager needs to promote the event by contacting media such as TV, radio, Internet and newspapers. Public relations work also involves writing press releases and helping to design ads that convey the precise feeling of the event to the targeted audience. Venue management is an integral part of a successful event; this involves tasks such as organising caterers and ensuring the required equipment (e.g. IT facilities for a conference, stands for a trade exhibition) is present and correct on the day.

Strict legal regulations exist regarding events with large audiences, an event manager must ensure all insurance, security, and health & safety requirements are met.

An event manager must be present on the day to coordinate all the various activities and deal efficiently with any unforeseen problems that tend to arise when a large crowd congregates.

Personal Qualities & Work Environment
A sociable and affable persona can greatly assist potential event managers. Communication skills are also a prerequisite as connecting with the client is imperative.

A skill for multi-tasking is of huge benefit to those in this field, and a certain amount of artistry and innovation is also necessary. Time management and delegation techniques can save money and simplify a process. These qualities can spell sensation or ruin depending on the manner they are used.

The work environment can vary greatly in event management. Four common forms are the self-employed who operate on a freelance basis; working for a company that specialises in event management; working inside a large corporation that has its own corporate hospitality department; and finally those who work for a specific venue.

The Money
Experienced event managers generally earn between €50,000 and €100,000 per year, and sometimes even more (think of the main organisers of your average football world cup!).

Jargon
Press Release: A written announcement issued to the news media and other publications that seeks to draw public attention to an event/company
ROI (Return on Investment):  A measure of budget spent on a campaign, versus the income generated through the activity
Community Relations: Corporate social outreach programmes designed to build relations and foster understanding of the role of the business to neighbours in the local community
Bar Mitzvah: The ceremony that celebrates the initiation into adulthood of a 13 year-old boy

Job Titles
Event Manager
Festival/Conference Organiser
Boxing Promoter

Further Resources

Helen O' Brien Management
Jefferson House
Eglinton Road
Donnybrook
Dublin 4.
Phone: (01) 2694849
Mobile: (087) 6200827
Email: alan@hobmanagement.ie
Website: www.hobmanagement.ie

NEO (Network for Event Organisers) Ireland
The Innovation & Technology Transfer Centre
UCD
Belfield
Dublin 4
Tel: 01 716 3631
Web: www.neoireland.com
Email: info@neoireland.com

Corporate Solutions
Slane Castle
Slane
Co Meath
Tel: 042 935 7600
Web: www.corporate.ie
Email: enquiries@corporate.ie

Verve
72 Upper Leeson Street
Dublin 4
Phone: 01 637 5160
Web: www.verve.ie
Email: verve@verve.ie