Event management : a public management perspective

Abstract

The hosting of mega events encapsulates different opportunities and benefits for host countries or regions. Event management constitutes one of the most exciting and fastest growing forms of leisure, business and tourism-related phenomena. Their special appeal stems from the limited duration and innate uniqueness of each event, which distinguishes them from permanent institutions and built attractions. Events and festivals have the ability to attract a large number of visitors for a specific time period to a specific destination. The frequency of events is evident for the success of a tourism destination. The hosting of mega events requires a detailed process of bidding for international events. This study focused on the bidding process for hosting such events, with specific reference to the role of government in the bidding process. The value of this study lies in the key success factors that were identified by a comparative analysis that was done between the FlFA 2006 Soccer Bid between Germany and South Africa. Although South Africa's bid was unsuccessful, the country still delivered an outstanding technical bid and is regarded as a serious competitor for future events. South Africa already proved itself, through hosting the 1995 Rugby World Cup and the 2003 Cricket World Cup. Two major recommendations were made, including a FlFA World Cup Information Centre and a checklist for successful bidding. The FlFA World Cup Information Centre's aim must be to provide and disseminate information to communities. This will not only encourage community involvement. but also create support for the event. The marketing programme, staff information, maintenance plans, ecological balance, budget concerns, event evaluation process, the role of the organising committee and security matters are the key factors in developing such a centre. The checklist for creating a successful bid cover a number of issues regarding operational planning and management.