Events Feasibility and Development : From Strategy to Operations book cover
2nd Edition

Events Feasibility and Development
From Strategy to Operations

ISBN 9781032000879
Published December 14, 2021 by Routledge
330 Pages 53 B/W Illustrations

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Book Description

Events Feasibility and Development: From Strategy to Operations 2nd Edition outlines the best practice in event development and the global events sector. Tools and techniques from the first edition have been refined and expanded through their use in over 20 countries, including the USA, France, UAE, Malaysia and South Africa. These include strategy development and implementation, asset management, portfolio management, return on investment, management process mapping and the feasibility study.

Fascinating current examples illustrate these professional management techniques. The second edition elaborates on the events sector maturity model as a measurement tool for cities, regions and countries. This has been tried and successfully tested in developing economies and assisted in the rapid development and sustainability of events in Dubai and many other destinations.

Each chapter contains exhibits, questions, bullet points and clear explanations of the tools and techniques. Brand new material includes:

  • A full explanation of the maturity model including post-pandemic solutions
  • New case studies and exhibits
  • A new section on teaching and training in event management

The chapters are fully supported by further current case studies and examples on the publisher’s and the author’s website. Online material also includes 11 lesson plans for a semester course, containing assessment items, learning objectives and teaching tips for each topic, and event photos and author videos explaining the topics. This will be essential reading for all students of Event Management.

Table of Contents

Section 1 Strategic feasibility and development

1 Events Sector Maturity Model

1.1 Introduction

1.2 The phases

1.3 Maturity Assessment tables

1.4 Discussion

2 How to develop an events strategy

2.1 Introduction

2.2 Strategy checklist

2.3 Events program as a portfolio

2.4 The event portfolio as an asset

2.5 Limitation of portfolio management

2.6 Cascade of objectives

2.7 Discussion

3 Preparing the strategy

3.1 Introduction

3.1 Decision criteria

3.2 Situation analysis

3.3 Stakeholder consultation

3.4 Strategy template

3.5 Legal and Regulatory Environment

3.6 Venues

3.7 Discussion

4 Event support: directing the development

4.1 Introduction

4.2 Event support

4.3 Event Typology

4.4 Discussion

5 Implement the strategy

5.1 Introduction

5.2 Events unit

5.3 Events agencies

5.4 Discussion

6 Techniques and tools for events development

6.1 Introduction

6.2 Bidding and requests for tender

6.3 Hallmark/flagship events

6.4 The Integrated Country Promotion

6.5 The Events Precinct

6.6 Licensing

6.7 Events Forum

6.8 Discussion

7 Building competency: associations, awards and training

7.1 Introduction

7.2 Event Associations

7.3 Event Awards

7.4 Event guide or manual

7.5 Building competency

7.6 Discussion topics

7.7 Section 1: Wrap up

Section 2 Management feasibility and development

8 Management models and the business case

8.1 Introduction

8.2 A Model, Processes, System or a Body of Knowledge

8.3 The Event Management Environment: Complexity and Uncertainty

8.4 Phases of Event Management and the Event Life Cycle

8.5 Intangibility of Outcomes

8.6 The Business Case

8.7 Discussion

9 Setting up the management system

9.1 Introduction

9.2 Event project methodology

9.3 Management Framework as a Spreadsheet

9.4 The Event: Management Maturity Model

9.5 Conclusion

9.6 Discussion

10 Event management processes

10.1 Introduction

10.2 From Domains to a Process Model

10.3 Scope management

10.4 Stakeholder management

10.5 Sponsorship

10.6 Event design

10.7 Marketing process

10.8 Financial process

10.9 Conclusion

10.10 Discussion

11 Event management processes section two

11.1 Introduction

11.2 Time management process

11.3 Risk management process

11.4 Communication process

11.5 Procurement Process

11.6 Human resources (HR) process

11.7 Discussion topics

11.8 Exercise

11.9 Section 2: Wrap up


Section 3 Operation feasibility and development

12 Event metrics and checklists

12.1 Introduction

12.2 Metrics

12.3 Financial exposure profile

12.4 Exposure, Resilience and Fragility

12.5 Heuristics and the event checklist

12.6 Discussion Topics

13 Event operations: upstream design

13.1 Introduction

13.2 Operations as an outcome

13.3 On the day

13.4 Attendee Journey Map

13.5 The Feasibility of the Event Site

13.6 The feasibility study

13.7 Conclusion

13.8 Discussion

14 Competency training and teaching event management

14.1 Introduction

14.2 On Course

14.3 Self-Competency Assessment

14.4 Conclusion

References, sources and further reading


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William O’Toole is a consultant working around the world as an events development specialist for organizations such as the European Commission, Deloitte, and the United Nations as well as national and state governments, private companies, and cities.


‘O’Toole’s steadfast insistence that practical skills be injected into the curricula placed [our] graduates at the forefront of the industry globally... In this latest book he proves his mettle, over two decades later, at a juncture in which the industry is going through a period of re-invention. The Event Sector now ushers students into a new world of managing mega events amidst the Covid-19 pandemic, and terrorism concerns. Interactive case studies, modern checklists, and effective risk reminders are all part of the modern strategy dispensed with operational nuances, which are proven time and again to be invaluable to any event manager.’

Dr Dominic Szambowski, Dean - Swiss Hotel Management School, Switzerland, and Former President of the International College of Management, Sydney


‘In our work in Uganda, Sudan and Liberia, we invited William O'Toole to develop a course and train our staff and the local people in the creation of events. These countries have seen the ravages of war and my idea was to use events and festivals as part of the social healing though local engagement. William describes this unique experience in this textbook.’

Andrew Robertson, Chief General Services, UN Mission in Sudan (UNMIS), United Nations