Table Of ContentEvents Feasibility and Development
Events Feasibility and Development: From Strategy to Operations, Second 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 develop-
ment and sustainability of events in Dubai and many other destinations.
Each chapter contains exhibits, questions, bullet points and clear explanations of the tools and tech-
niques. 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 as-
sessment 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.
William O’Toole is a consultant working around the world as an events development specialist for or-
ganizations such as the European Commission, Deloitte and the United Nations as well as national and
state governments, private companies and cities.
Events Management
Edited by Glenn Bowdin, Leeds Metropolitan University, UK
Donald Getz, University of Calgary, Canada
Conrad Lashley, Nottingham Trent University, UK
Management of Event Operations
Julia Tum, Philippa Norton and J. Nevan Wright
Innovative Marketing Communications
Strategies for the Event Industry
Guy Masterman and Emma H. Wood
Events Design and Experience
Graham Berridge
Events Management, 3rd Edition
Glenn Bowdin, Johnny Allen, William O’Toole, Rob Harris and Ian McDonnell
Conferences and Conventions, 3rd Edition
Tony Rogers
Human Resource Management for Events, 2nd Edition
Managing the Event Workforce
Lynn Van der Wagen and Lauren White
Marketing Destinations and Venues for Conferences, Conventions and Business Events,
2nd Edition
Tony Rogers and Rob Davidson
Event Studies, 4th Edition
Donald Getz and Stephen J. Page
Risk Management for Events, 2nd Edition
Julia Rutherford Silvers and William O’Toole
Events Feasibility and Development, 2nd Edition
From Strategy to Operations
William O’Toole
For more information about this series, please visit: www.routledge.com/Events-Management/book-
series/EM
Events Feasibility and
Development
From Strategy to Operations
Second Edition
William O’Toole
Second edition published 2022
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon, OX14 4RN
and by Routledge
605 Third Avenue, New York, NY 10158
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2022 William O’Toole
The right of William O’Toole to be identified as author of this work has been asserted in
accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or utilised in any
form or by any electronic, mechanical, or other means, now known or hereafter invented,
including photocopying and recording, or in any information storage or retrieval system,
without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks or registered trademarks,
and are used only for identification and explanation without intent to infringe.
First edition published by Elsevier Ltd. 2011
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
Names: O’Toole, William, 1951– author.
Title: Events feasibility and development: from strategy to operations / William O’Toole.
Description: Second edition. | Abingdon, Oxon; New York, NY: Routledge, 2022. |
Series: Event management series | “First edition published by Elsevier Ltd. 2011” —
Title page verso. | Includes bibliographical references and index.
Identifiers: LCCN 2021025655 (print) | LCCN 2021025656 (ebook) |
ISBN 9781032000930 (hardback) | ISBN 9781032000879 (paperback) |
ISBN 9781003172703 (ebook)
Subjects: LCSH: Special events—Management. | Special events—Planning. |
Special events—Economic aspects.
Classification: LCC GT3405 .O86 2022 (print) | LCC GT3405 (ebook) |
DDC 394.2068—dc23
LC record available at https://lccn.loc.gov/2021025655
LC ebook record available at https://lccn.loc.gov/2021025656
ISBN: 9781032000930 (hbk)
ISBN: 9781032000879 (pbk)
ISBN: 9781003172703 (ebk)
DOI: 10.4324/9781003172703
Typeset in Iowan Old Style
by codeMantra
Access the Support Material: www.routledge.com/9781032000879
Contents
List of figures ix
List of tables xi
List of exhibits xii
List of case studies xiv
Foreword xv
Section I Strategic feasibility and development 1
1 Events sector maturity model 3
Introduction 3
The phases 4
Maturity assessment tables 11
Discussion 21
2 How to develop an events strategy? 22
Introduction 22
Strategy checklist 22
Events program as a portfolio 26
The event portfolio as an asset 29
Limitation of portfolio management 32
Cascade of objectives 33
Discussion 42
3 Preparing the strategy 43
Introduction 43
Decision criteria 43
Situation analysis 47
Stakeholder consultation 51
Strategy template 57
Legal and regulatory environment 58
Venues 59
Discussion 65
vI Contents
4 Event support: directing the development 66
Introduction 66
Event support 66
Event typology 69
Discussion 76
5 Implement the strategy 77
Introduction 77
Events unit 77
Events agencies 86
Discussion 96
6 Techniques and tools for events development 97
Introduction 97
Bidding and requests for tender 97
Hallmark/f lagship events 106
The integrated country promotion 109
The events precinct 110
Licensing 113
Events forum 115
Discussion 117
7 Building competency: associations, awards and training 118
Introduction 118
Event associations 118
Event awards 121
Event guide or manual 125
Building competency 130
Discussion topics 135
Section 1: wrap up 139
Section 2 Management feasibility and development 141
8 Management models and the business case 143
Introduction 143
A model, processes, system or a body of knowledge 144
The event management environment: complexity and uncertainty 145
Phases of event management and the event life cycle 149
Intangibility of outcomes 150
The business case 150
Discussion 168
9 Setting up the management system 169
Introduction 169
Event project methodology 169
Management framework as a spreadsheet 171
Contents vII
The event: management maturity model 185
Conclusion 187
Discussion 189
10 Event management processes 190
Introduction 190
From domains to a process model 190
Scope management 194
Stakeholder management 195
Sponsorship 202
Event design 205
Marketing process 207
Financial process 211
Conclusion 221
Discussion 221
11 Event management processes: section two 223
Introduction 223
Time management process 223
Risk management process 229
Communication process 233
Procurement process 238
Human resources ( HR) process 243
Discussion topics 247
Exercise 247
Section 2: wrap up 248
Section 3 Operation feasibility and development 249
12 Event metrics and checklists 251
Introduction 251
Metrics 251
Financial exposure profile 252
Exposure, resilience and fragility 254
Heuristics and the event checklist 262
Discussion topics 277
13 Event operations: upstream design 279
Introduction 279
Operations as an outcome 279
On the day 281
Attendee journey map 281
The feasibility of the event site 282
The feasibility study 288
Conclusion 291
Discussion 291
vIII Contents
14 Competency training and teaching event management 292
Introduction 292
On course 292
Self-c ompetency assessment 302
Conclusion 302
Bibliography 305
Index 309
Figures
2.1 Development of an events industry 31
2.2 New Zealand hierarchy of strategies 34
3.1 Producing the decision matrix 46
3.2 Stakeholder meeting flowchart 57
4.1 Event approval process 69
5.1 Schema of the events unit website for a regional authority 80
5.2 Events development quadrant 83
5.3 Timeline for event strategy implementation 86
6.1 Process map of tendering 99
6.2 Festivals as ‘ petri dish’ to develop new events 108
8.1 Event management process 144
8.2 Process complexity 146
8.3 Product complexity 147
8.4 Mapping of events according to complexity and uncertainty 148
9.1 Event planning methodology 170
9.2 Site map deliverable 180
9.3 Growth of an annual public event 186
10.1 Three- dimensional model of event management 191
10.2 Scope management process 194
10.3 Stakeholder management process 198
10.4 Sponsorship management process 204
10.5 Event design process 206
10.6 Marketing process 208
10.7 Matching segments 210
10.8 Financial management process 212
10.9 Influence of attendee numbers 218
1 0.10 Budget process 219
11.1 Time management process 224
11.2 Deadline algorithm 226
11.3 Explanation of deadline algorithm 228
11.4 Risk management process 230
