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ABOUT THE AUTHOR Louise Haynes
commenced her events career in 1990 when Roger Woodward, whom she managed at the
time, asked her to organise a contemporary classical music festival. Without any
previous experience, she set about organising the Sydney Spring International
Festival of New Music at the Art Gallery of New South Wales in Sydney. Roger
Woodward AO, OBE is the Artistic Director of this festival, now in its 14th
year. He once told an interviewer on ABC Radio that he had been trying to
initiate a contemporary music festival in Sydney, as he had in London, for ten
years but had previously been unable to find someone ‘as capable as Louise to
dig the foundations.’ Louise also
organised charity concerts in a variety of venues including the Sydney Town
Hall, Sydney Conservatorium of Music, the State Theatre and NSW Parliament
House. Organising a
music festival without any previous experience, Louise said "was a process
of discovery. I found that, if the person I had phoned was unable to help, they
often suggested someone who could. I learned about organising events first hand
and I always say to my students that they will learn more by picking up the
phone themselves and making their first call, than by attending lectures. I try
to give them an insight into the sometimes complex areas of events management so
they can decide for themselves if they want to pursue a career in this very
competitive industry." In 1992
Louise moved to the NSW Central Coast and initiated the Central Coast Jazz
Festival, which ran for 5 years. In 1997-8 she organised the Festival of
Enlightenment, a series of alternative health festivals in NSW regional areas.
The major sponsor of the 5th Jazz Festival in 1997, Dooralong Valley
Resort, offered Louise a position to market and promote the resort by way of
innovative events ranging from Antique Car exhibitions to Degustation dinners. In 2001
Louise moved to the Gold Coast and put into theory the practice she had learned
from 12 years of managing events. She is currently lecturing in Events
Management at Gold Coast Institute of TAFE, after devising a course to assist
hopeful students to enter the events management arena. This book is a composite
of the course and will give a comprehensive introduction to the very competitive
events market. Louise is
also a freelance journalist, has edited a lifestyle magazine, written and
produced a short film and has recently written a feature film script which she
hopes to produce. What
is a Special Event? Special events can occur on an
annual, bi-annual or any regular basis, or they can be one-off celebrations or
festivals. They can be events tailored to a specific area such as the Tamworth
Country Music Festival or the Carnival in Rio, or they can be cultural or
sporting events which are transferable to any location, state or country such as
the Soccer World Cup and Davis Cup. There is no limit to the scope of special
events. The challenge to any Event Manager is to make his or her event stand out
from the thousands of other events offered to the public each year. The
publicity gained from media coverage of a successful, outstanding event is
something money can't buy and is necessary for both the continued growth of the
event and its necessity to attract sponsors. Special
Event organisation is a growth industry in Australia. The
industry has evolved from traditional community events such as Melbourne's
Moomba Festival, Sydney's Waratah Festival and Australia Day celebrations in
regional centres to encompass major national sporting events such as the
Commonwealth and Olympic Games. Spurred
on by major events such as the Rugby World Cup, Indy 500, Formula One Grand
Prix, and annual cultural Festivals held in every major city and regional centre,
State Governments and regional Tourism Councils have recognised the value of
special events both as a means of stimulating the economy and creating a
promotional focus on their region. The
industry has now come of age and, with the advent of globalised media coverage,
whole new markets have opened up for sponsors to get their message across to
increasingly larger audiences. There is keen competition between large
corporations to sponsor prestige events but many smaller events struggle to
attract even local sponsorship. Special events have taken on a much higher profile with the addition of spectacular pyrotechnic displays and innovative audio-visual production techniques. Since the 1998 Bicentennial Celebrations and the 2000 Sydney Olympic Opening Ceremony, beamed to billions of viewers across the globe, expectations are increasingly higher for Special Events Managers to deliver an event that surpasses everything that has preceded it. So
you want to be an event manager? The
Event Manager plays a critical role in the planning, co-ordination and
subsequent success (or failure) of any event. Among
other things, he or she may be required to assume the role of: §
creative director §
human resources manager §
operations co-ordinator §
trouble shooter §
public relations officer §
licensee §
accountant §
health and safety officer §
master of ceremonies §
general go-fer The
position calls for nerves of steel, quick thinking and the pay is not all that
good … but you do get a tremendous sense of achievement!
You need to have good time management skills, an ability for creative
thinking and good negotiation and public relations skills to assist you in your
role as event manager.
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