18-06-2013, 04:53 PM
The Importance of Small(er) Events
Importance of Small.pdf (Size: 349.4 KB / Downloads: 46)
An alternative typology
• trade fairs and exhibitions
• cultural events
• sports events
• political summits and conferences
(Greg Clark, 2007)
What are mega events?
• events so large that they affect whole economies
• are reported in the global media
• highly prestigious
• usually require a competitive bidding process
• can have positive and negative major impacts
• almost always occur only once in a destination
Examples of mega events
• Olympic and Paralympic Games
• Commonwealth Games
• FIFA World Cup
• IAAF World Championships
• Super Bowl
• World Fairs and Expo’s
What are hallmark events?
• periodic events that come to be closely associated
with a particular place so large that they affect
whole economies
• destination and event are effectively co-branded
• permanent attractions and image-makers
• potential to generate large numbers of repeat
visitors
Smaller events
• generate locally significant economic, social and
other impacts
• can provide better returns on investment (public
and private sector)
• put an emerging destination ‘on the map’
• contribute to a more rounded event programme
Return on investment: EventScotland
• regional events programme to
showcase towns and regions
outside major cities
• invests in smaller events (max
$50,000) with capacity to grow
• expectation of economic return
• KPI’s linked to increasing visitor
numbers and maximising media
coverage