THE

EVENT
INDUSTR
Y
Understanding the Event Industry
Event industry in the Philippines is still young and yet, grows rapidly. Some
of these events can be seen in marketing, advertising, tourism, hospitality
business, exhibits as well as expositions or trade shows. Execution of these
mentioned activities are Mostly part of the jobs of the event manager or the
event coordinator from which they learned from the hits and misses that they
make. Some of the events range from those managed by people who make this
as their sideline to that something well-manned or that of professionalized
organizations. Most of the event planner or organizers here in the country do
not have formal schooling on event management. Some have learned those
through engaging in events with their colleagues, observing events that they
attended, thus, self-study, and just enjoy creating new ideas that became a
hobby, conceptualized and then eventually materialized through trial and error.
For those who are just starting in the industry, events are made
unforgettable through the help of outside people, or what we
call the suppliers. This may include on catering food and
drinks, audio-visual equipment, giveaways, flowers and other
decorating materials, staging expertise, and even on provision
for competent speakers. This may also in need for professional
host/s should there be a requirement from the client, event
stylist, balloon artist, and anything that could help the event
more meaningful and enjoyable.
Characteristics of an Event
• •It is ‘once in a lifetime’ experience.
• •It is unique.
• •It is generally costly to stage
• •It brings people together
• •It requires careful attention
• •It has a purpose
• •It is often a lot at stake for those involved
Categories of Events
Family Events
There are a lot of reasons why families gather. Most events of
these families are celebrating birthday, wedding and wedding
anniversary, christening, and even get together. Nowadays,
some family requires services from the event industry during
funerals, It is therefore significant that an event manager is
updated of the changing trends on family events so that once
there is a need for event services, he or she is ready to meet its
requirements.
Festivals
In the country, we have a lot of festivals being celebrated
annually. When a festival is well-known to the people, expect a
large audience to see a wonderful celebration. Also, food and
wine festivals are now becoming increasingly popular, not
only in the country but even in other part of the globe. Events
like this may require the event industry to supply the needs a
particular celebration thus, one must be aware of these to
prepare for whatever it might need. '
Entertainment
An entertainment (though festivals can be part of entertainment) event is
wellknown especially when it has the ability to attract huge audience.
Example of an entertainment event is a concert held in big locations such
as Smart Araneta Coliseum in Quezon City and Aliw Theater in Manila.
Catering event like this will require various industry players, thus, being
a part of it will mean revenue for the company. However, it would be a
risk if the event organizer is the one who initiated to have a concert for a
particular occasion especially when tickets sales do not reach targets.
Timing and pricing therefore are significant factors to be considered
because they are critical to the financial success of such events.
Sporting Events
Sporting events are another venue for the event industry to
cater to. Though this is most common in other countries, this
attracts guests from the international scene at the highest
levels. Examples of this are football, tennis, car racing, and
golf. In the country, a sport like car racing is already known.
The Philippine Azkals are also famous and Can draw a lot of
Sports enthusiasts.
Marketing and Promotional Events
Marketing and promotional events are most common for
product launches like computer hardware or software, motor
cars, perfume and any other products that draw a huge crowd
for the purpose of informing the public about the product's
differences to its competitors. In most cases, media are invited
that makes the impact and the risk high.
Fundraising Events
This is also common in the country. An example of this is the
Run for Pasig River or concerts for a cause. The event
organizers for this are mostly from the local committees.
Though the event is intended for a cause, this can never stand
alone and will need other event suppliers to make it successful.
Business Events
This includes meetings, conferences, conventions, and exhibitions
or trade shows. These events attract a huge number of participants
especially for conventions and exhibitions. A careful planning of
such event is vital to its success as they cater mostly to professionals
of different ranks.
Trade shows om the other hand is another special area. It can be
an exhibit of various products where the attendees maybe from the
public or maybe exclusive to its members. Either which, it has to be
planned accordingly to meet its objectives.
Classification of Events
• Mega Events
• Major Events
• Minor Events
• Hallmark Events
The Composition of an Event Team
• •Venue managers
• •Stage managers
• •Lighting, video and audio companies
• •Decorators and florists
• •Entertainers
• •Employment agencies
• •Rental companies
• •Public relations and marketing consultants
• •Security companies
• •Catering companies
• •Cleaning companies
• •Ticketing operations
• •Printers