Typology of Events and Entertainment in Manchester City - Research Paper Example

Typology of Events and Entertainment in Manchester City Abstract: The present study aims to provide a detailed report on the basis of personal experiences of attending literary festivals, sports events and musical concerts in various areas of Manchester city, UK. One of the most important reasons behind elaborating the afore-stated recreational activities and events includes providing a comprehensive typology of the cultural and entertainment facilities offered by various public and private organisations to the individuals for consuming their leisure time in a highly exhilarating and exciting way. In addition, the report also mirrors the prices and ticket costs associated with different sources of enjoyment available for general public in Manchester. The report will also present the leisure time activities the individuals belonging to different age groups, genders, social positions and economic statuses get involved into in Manchester city. Furthermore, the report will also elaborate the marketing and advertising campaigns launched by the corporate firms and companies for the projection and promotion of their respective brands, products and/or services and to present them before the consumers in a powerful and an effective way. The report will also record the impressions of the public about the entertainment opportunities they seek after work hours for getting fresh and energised from the fatigue and exertion of everyday professional, personal and domestic chores and responsibilities. The report will also explore whether or not the city offers such thrilling recreational opportunities to the individuals that they should visit Manchester by preferring it to other picnic spots and entertainment zones existing in the UK. In the end, the report will also elucidate the problems experienced by the tourists while visiting Manchester for recreational purposes. TABLE OF CONTENTS Title……………………………………………………………………………………….Page No. Abstract……………………………………………………………………………………………1 Table of Contents……………………………………………………………………………….....2 Chapter 1 Critical Examination of the Event Typology..…………………………………………………….3 Chapter 2 Event case studies visited Target Customers……………………………………………………...7 Event I……………………………………………………………………………………………..7 Event II…………………………………………………………………………………………...10 Event III………………………………………………………………………………………….12 Event IV………………………………………………………………………………………….13 Chapter 3 Management Strategy I…………………………………………………………………………..15 Chapter 4 Management Strategy II…………………………………………………………………………18 Chapter 5 Conclusion……………………………………………………………………………………….21 Bibliography……………………………………………………………………………………..23   CHAPTER I Critical Examination of the Event Typology Brief Introduction: Typology of Events: Theorists and researchers suggest many types of events organised by the event management companies as well as by public or private organisations, for discussion and debates of some issue, highlighting and communicating some programmes or providing the individuals with recreational opportunities; nature of these events could be political and administrative, social and cultural, religious and spiritual, corporate and commercial, educational and informative, and recreational and entertaining (Getz, 2004:402-3). Constructive and productive recreational activities protect the individuals from getting prey to disappointment, despair and mental and physical fitness problems on the one side, and keep them away from involving into destructive, criminal and anti-social activities on the other (Macionis, 2008:381). Keeping the significance of such events in view, the public and private organisations launch various schemes time and again, and embark upon different business venture related to event management, to provide the recreational facilities to the individuals from their respective platforms. The most popular recreational activities include celebration of cultural festivals, organising of sports and games at local and mega scales, musical concerts and fashion shows, debates and discussions, art and drama, and fairs and exhibitions on one or multiple topics of public interest. Some of these events are indoor ones in nature, which include book fairs, fashion shows, art exhibitions, theatre and drama shows, Halloween parties, musical concerts and others; and some of the events come under the definition of outdoor events. These events include several physical sports and games, horse, bike and car races, athletics, boxing and wrestling, and others. The present report has been prepared by concentrating upon literary festival and physical sports on the one side, and musical shows and events on the other. The paper is interested in describing the purpose of events, interest of the people while enjoying their leisure hours while attending the above-stated sports events, as well as elaboration of the nature of facilities and opportunities being offered to them by the managements of the event management and entertainment organisations. Different types of events have been elaborated in the following paragraphs: Political Gatherings: Political gatherings are the events that are conducted and organised for the purpose of creating awareness among the masses regarding their rights to be observed at state level. These events are included the gatherings, processions and demonstrations organised and held in the name of fundamental human rights; hence, anti-war demonstrations, processions in support of social equality, gay rights, and demonstrations against ethno-racial discriminations and for other causes of national and international concerns come under the definition of political gatherings. The purpose of almost all these events includes laying pressure on the political authorities regarding the policy the government has adopted at state level against the whims and wishes of the public at large. Election campaigns, demonstrations against apartheid as well as against invasion on Iraq and other countries are the examples of political events arranged by the human rights organisations of UK. Socio-cultural Events: Socio-cultural events serve as the events and gatherings, which are organised on the topic related to social and cultural life of the individuals and communities (Langen & Garcia, 2009:3). One of the most important motivations behind arranging these events includes celebrating some special occasion on the one hand, and projection and promotion of some social causes on the other. For instance, Valentines’ Day, father’s day, Earth day and several other events are celebrated while exhibiting one’s affiliations with loved-ones, father, and mother-earth respectively. Similarly, arranging of marriages, birthday and retirement parties, prize distribution ceremonies, book fairs, flowers and fashion exhibitions, art galleries and others come under the definition of socio-cultural events. Corporate and Business Events: Corporate and business events are those functions that are organised with the motif of the promotion of corporate activities. Revealing of new business plan, introduction of recently established brand, projection of already existing corporate ventures, advertising campaigns for business firms, announcing the establishing or breaking of some corporate partnership and unveiling the strategic scheme displaying benefits and privileges for customers and consumers serve as the examples of business and corporate events. Religious Events: Religious events are the events and ceremonies that contain spiritual elements in their nature and scope, and hence carry the motive related to faith and belief system of some group or community. Christmas, Yom-e-Kippur, Eid and Deevali serve as the religious events arranged and celebrated by the Christian, Jewish, Muslim and Hindu communities respectively. Since the UK has emerged as one of the most significant multicultural societies of the world during the contemporary era, where the followers of several religious beliefs co-exist under one and the same social environment, religious festivals and events are widely arranged and celebrated in different parts of the country including London, Manchester and others. Recreational Events: While elaborating the recreational events, it becomes evident that recreational events lay stress upon providing the individuals with amusement and entertainment through sports and games, singing and dance, swings and music, and hence through creation of excitement and thrill in different ways. Consequently, indoor and outdoor events including night shows, singing competitions and musical concerts, casinos and bars, theatres and cinemas and physical sports and games could be viewed to be the examples of recreational events. Significance of Recreation: It is a reality beyond suspicion that recreational activities, predominantly music, dance, sports and games, serve as the most essential parts of individual and collective life of humans at large (Lehr, 2006:4). It is therefore, the successes and achievements of the individuals are assessed and estimated not through the nature of their jobs, and educational or professional engagements; rather, the future of the individuals is estimated and expected through the way of their spending leisure time (Viola, 19787:112). As a result, not only this that the adults get engaged into one recreational activity or the other to remain happy and fit both mentally and physically, but also motivate their young ones to participate in healthy and constructive recreational activities in one way or the other (Patmore, 1983: 16). Moreover, the parents and teachers pay due heed to the children and students respectively by monitoring the nature of their activities during leisure time. In addition, it is leisure time that makes the individuals happy and jubilant by offering them enjoying a lot through the activities that could turn the individuals to be cheerful and exultant by making them forgetful of all the tensions and worried associated with the work hours. Thus, recreational activities contain great significance in their nature for humans. CHAPTER 2 Event Case Studies Visited Target Customers: Manchester Literature Festival: The researcher had planned to visit Manchester city on Sunday 12th October, 2014 to attend the literature festival under the banner Northern Classics Literary Coach Tour to be held at Britannia Hotel Portland Street Manchester M1 3LA from 11:00 am to 04:00 pm. The event was the part of the two-week literary festival to take place from 6th to 19th of October 2014, organised and arranged under the direction of former Cathy Bolton and Co-Directors Sarah-Jane Roberts & Jon Atkin (literaryfestivals.co.uk). One of the most noticeable motives behind arranging the literary festival included getting the individuals oriented with the rich literary heritage of England. As a result, the individuals having taste for poetry, drama, novel and other literary genres served as the target audience. Hence, despite the fact that the individuals belonging to all age-groups, both the genders and from different professions could participate in the event; somehow, the intellectual and literary people served as the main participants of the literary festival. Sponsored by HBFC, Arts Council England, Manchester City Council and others, the event was claimed to be one of the greatest literary festivals all over the country. The price of single ticket had been determined as £16 by the management, where the management had also offered the facility of online buying of tickets, along with establishing a toll free helpline for gathering information about the details of festival. The management had also provided the location map at website as well as on the ticket leaflet for the convenience of the visitors. The management has launched a marketing campaign for the success of the festival, so that the attention of maximum possible number of the individuals could be captured. The campaign had been launched at website, social media and through banners describing the date, venue and ticket price on it. The Britannia Hotel Manchester had been selected as the venue for conducting the festival, from where the literary coach was to travel by soaking up the participants the atmosphere at locations that inspired Charles Dickens, Shelley, Howard Spring, Walter Greenwood, Harrison Ainsworth and many others (quaytickets.com). Hence, the management had schemed to take the participants to the areas that had fascinated the most talented writers and poets, and had urged them to create their masterpieces while entering into interaction with the same natural and social phenomena existing all around them. Consequently, the participants rode the coach having the feelings of odes and lyrics created by distinguished Romantic Era poet P.B. Shelley, and works of other literary giants in their minds (Badger, 2006:326). It was really a remarkable journey, where the participants wearing colourful dresses and having literary material along with them, were sitting in the coach and exchanging views by pointing out the buildings belonging to the eminent pen-men belonging to various literary era. The guides were also learned scholars, and looked ready to explain each and every spot and edifice belonged to the authors of magnificent pieces of literature. The management had arranged the coffee break at the legendary Portico Library for the participants during the journey. The participants had been advised to bring packed lunch along with them, so that they could take it during the journey. The management had also issued Discount/Promotional Codes on the basis of very first buyers for the promotion of the festival. EVENT II: Simon Armitage--In conversation with Rachel Cooke: The researcher also attended the event of Rachel Cooke’s conversation with famous contemporary era English poet and novelist Simon Armitage. The event actually was the part of Manchester Literature Festival held from 6th to 19th of October, and had been arranged on Tuesday, the 7th of October, 2014 at 7:30pm (manchesterliteraturefestival.co.uk), where the venue had been selected famous Manchester Cathedral Victoria Street Manchester M3 1SX, to which the visitors could have an easy access. Cooke, the journalist and writer herself, claimed to be one of the biggest fans of Armitage, and felt pleasure in interviewing the poet during the literary festival. Since the fans and admirers love the works and performances of celebrities, they also want to know about the personal life, liking and disliking, and tastes of the heroes; same was also the case with Armitage, where the audience looked interested in listening about the lifestyle and everyday activities of the poet. The single entry ticket cost £8 to £6, where discount had been announced for Earlybirds as well as in case it was got from the sponsor company (manchesterliteraturefestival.co.uk). In addition, HSBC, Manchester City Council and Art Council England were the sponsors of this event, which reflects that these above-stated organisations happily made valuable contributions for acknowledging and highlighting the literary services made by Armitage. The audience, mostly young and in their 30s, also noticed Armitage’s dry humour during the host’s conversation with the poet. The audience also came to know that Armitage was leading somewhat dull and boring life, where the elements of loneliness could be witnessed by going through his poems. The ray of gloominess is apparent in his “The Paper Aeroplane”, one of his much appreciated works. Another important thing, worthy to notice, includes this that the passion of the modern era readers seemed to be equivalent to that noted and cited by describing the Romantic and Victorian Eras. Consequently, the researcher came to know that the modern era technological inventions and advancements had not eclipsed the literary taste of the readers, which is really a very encouraging aspect of modern life. Similarly, the participation of the individuals belonging to different age-groups, ethnicities and both the genders also endorsed the success and popularity of literary festivals, which seemed to be increasing the passion of the people towards reading, writing and creativity. The interview lasted for one and half an hour, during which the poem recited some verses from his Paper Aeroplane, depicting the innocent feelings of children during the initial years of life. The audience enjoyed the event a lot, and left the event carrying sweet memories of works and activities related to Armitage’s life. EVENT III: Interview of Neil Gaiman: While going through the series of events organised by Manchester Literature Festival during 7th to 20th of October last year i.e. 2013, the researcher had also noticed the programme inviting Neil Gaiman for interview on Sunday 13th of October 2013. The name of this several awards winner young author, fantasy and reality novelist and humourist at once grabbed my attraction, and the researcher decided to buy the ticket and gather information about the venue and timings of the event. The researcher came to know that the venue had been selected at The Department Store, 5 Oak Street, Manchester M4 5JD, and the interview would take place at 4:30pm. The management had announced that this family friendly event would be more attractive and appropriate for the children over 7 years of age (mlf.clusterup.com). Gaiman narrated about his books, particularly his “The Milk” written for children, which the children enjoyed a lot. EVENT IV: Roaring the Gospel: Kate Tempest at Manchester Literature Festival: Being the lover of books, poetry and other literary genres, writers and poets always fascinate the researcher, and he is always ambitious to meet the poets and poetesses. The same wish could be fulfilled by attending an event participated by the young, beautiful and creative poetess Kate Tempest. Durham Books Festival was held in Manchester from 6th to 20th October, 2014, and was attended by Tempest and others. However, the researcher missed it, but attended the evening organised by Manchester Literature Festival on Saturday 18th October, 2014 at 8:00pm, where Tempest also made performance by reciting her beautiful and sweet poems for the audience. The ticket price was higher than that of other events, and people happily bought the tickets against £10, though discount was also made for the earlybirds, which was £8. Tickets were also available online at contactmcr.com. The event took place at Oxford Road Manchester M15 6JA, where only the individuals of age 18 years and above were allowed to attend the event (manchesterliteraturefestival.co.uk). All the tickets had been sold out many days before the event was to be held, which endorsed the popularity and fame of this young poetess. The event was really the remarkable one, where the participants looked lost in the words and verses delivered by this creative and cute young poetess, having thorough study of Greek and English literatures. Kate also recited some verses from her distinguished work “Brand New Ancients”, against which he had won Ted Hughes Award. The hilarious and lively event took place for over two hours and left indelible imprints of the imaginative creativity of this wonderful poetess. CHAPTER 3 Event Management Strategies: Identical with all other social, cultural and corporate schemes, event management business also requires a comprehensive strategic plan to make it a sure success eventually. An event management strategic scheme consists of the following elements: Selection of an attractive event Choosing a striking avenue that has an easy public access Launching of a powerful advertising and marketing campaign by reaching the target audience and buyers Maintenance of industrial work Adequate availability of Basic Requirements Complete Facilities Relevant to the decided and planned Event Adequate availability of space according to the number of visitors Almost all the events of public and private interest contain the above-described elements in them in one way or the other (Johnson & Scholes, 1993:28). One of the most distinguished features attributed to the event management includes either it is entertainment-oriented or the cause or personality oriented. In other words, an event either concentrates upon providing enjoyment and entertainment to the buyers of their product or service or both, or incites their sentiments by conducting the activities related to some cause or personality some particular group, community or nation maintains unbound affiliation with the same. Event Management Strategy 1: The strategy 1 could be adopted by focusing on providing the individuals with a thrilling environment under which they could get entertained through having encounter with the celebrity of their choice. The following strategy would be adopted in this regard: Selection of Celebrity: The event management would enter into contract with one of the popular singers that would perform before the audience eager to hear his songs. Selection of the singer will be observed by keeping in view the liking of the local Manchester population as well as the individuals belonging to adjacent areas and cities. Budgeting: The budgeting will be articulated by dividing the tasks into segments in order to make the event perfect and profit-generating. At first, the event managers will decide the nature of event to be organised through the platform of their company. As discussed above, contracting with a celebrity has been decided to be selected for the recreational event. After this, venue would be decided to conduct the event. Since people generally look for a venue that is either a famous public spot, or is situated adjacent to such spot; or at least having an easy access from the main or famous road or avenue. The remuneration of the celebrity and rent of the building will serve as two major expenditures, against which a considerable amount of budget is to be allocated (Vonderembse &White, 2003:214-5). Marketing Plan: Advertising serves as one of the most decisive elements behind the success of an event. Since the purpose of almost all the event is commercial in nature, the companies allocate significant amount of money on marketing and advertising. The marketing campaign is launched by contacting the well-reputed brands and entering into agreement with them with the aim of obtaining sponsorship from them. Sponsorship generally depends upon the nature of the event being organised by the administrators, and the sponsors provide funding to the events by examining the purpose and output of the event on the one side, and the quality and quantity of the expected audience on the other. For instance, multinational beverage companies, travelling industries, banks and financial institutions, and business and trade corporations appear to be ready to offer sponsorship to the event management companies against the advertisement of their products. Consequently, the marketing managers have to convince the sponsors regarding the potential success of the event going to be conducted from the platform of their organisation. The advertising serves as a very important phenomenon, without which no product could enjoy popularity and success altogether. Consequently, even the world-reputed and most popular brands predominantly Microsoft, hp, Coca-Cola and several others allocate huge proportion of their budgets for the advertising campaign of their respective products in order to reach the maximum number of consumers. Moreover, flexes, banners, leaflets, fliers and broachers are prepared, distributed and installed at public places for grabbing the attention of the public. Besides, the services of print and electronic media are also hired during the advertising campaign being launched for the projection of the event being organised. In addition, the modern era has also given birth to the concept of social media; as a result, the details of event, including venue, ticket-price, timing and audience could be pasted and projected through facebook, linkedin, twitter and other social media forums. CHAPTER 4 Event Management Strategy 2: Selection of Topic: The events being carried out in the name of some burning issue, current affair or the incident or policy of mass interest, are projected and promoted by applying some different strategic scheme. It is partly because of the very fact that the event looks focusing some particular group or community of society rather than inviting the attraction of public at large. For instance, the events organised for the promotion of some particular sport e.g. cricket, hockey or other, would capture the consideration of the fans and lovers of that specific sport. Similarly, the events demonstrating solidarity with the victims of ethno-racial apartheid or discrimination on the basis of gender, sexual orientation or other would provoke just the victims and their companions to attend the event actually. In such cases, the sponsorship could be expected and generated just from either members or supporters of the same cause of group eventually. The managements of events organising companies also articulate the programmes that look for concentrating upon the events of religious, spiritual, national or ethno-religious concerns. For instance, gatherings before or after Easter days are organised, in which the people participate with great religious fervour. In the same way, events are also arranged having purpose of creating awareness regarding fatal diseases, social evils, apartheid and other issues of grave concerns. Such events are also arranged in some areas that are occupied on rent for the time being, and experts are requested to become the part of same campaign by becoming special guests and to give vent to their ideas on the issue selected for arranging the event. Budgeting: Identical with other events, the budgeting of these functions and programmes is also made by keeping in view the impact of the event on others. Budget is also reserved for the experts, media persons and critics, who are also invited to join the event for the promotion of the event. Generally, price of tickets in these events is comparatively low, though number of the community members could be larger than that of the individuals attending the recreational events. In addition, like the recreational events, marketing campaign is also launched for the successful organising of these events. The fund-raising could also be made through requesting the members of that particular community for adding their share in the programme. Moreover, some sponsorship from the individuals representing the same class could also be generated. Decoration and Maintenance of Event Venue: In this respect, the management pays due heed to the activities related to the renovation and decoration of the place hired for arranging the event. The management seeks the services of the experts including interior decorators, security personnel, workers and labourers and plumbers and electricians, which would be responsible for the maintenance of all works related to them for the convenience of the visitors, participants and guests. The maintenance and security teams are responsible for examining the security measures, condition of ceilings, walls and electricity equipment, bathroom accessories, heating and cooling systems and other relevant maintenance areas for the comfort of guests and visitors. In the same way, regular observation of every part of the building and its rooms serves as one of the most significant obligations for the managers. The sound system and other necessary equipment are also arranged for the event. In case, the event has been organised to discuss bias and prejudice against some community, the participants are allowed to express their views without condemning some rival groups out of enmity or malice. However, they could express their displeasure in a mannered and sophisticated way just for getting their protest recorded or conveying their message to the relevant community or concerned authorities. Advertising Campaign: The advertising strategies are somewhat different ones in nature and scope while arranging these types of functions. Somehow, the printing and designing of banners, flexes, fliers and leaflets are made for the advertising purpose. The advertising is launched at the residential and areas that are visited by the members of targeted community. For instance, if an event is arranged with the purpose of condemning smoking among the teen-agers, the advertising campaign will be launched in the areas in which schools, colleges and universities are situated. Furthermore, the parents will also be provoked through print, electronic and social media for discouraging the smoking habit among the adolescents and youngsters. CHAPTER 5 Conclusion To make conclusion, it becomes evident that event management industry looks committed to provide the people with healthy, productive and positive recreational facilities by launching various programmes on multiple topics and issues of imperative significance. The researcher’s personal experience of visiting the literary festival and events maintains that having encounter with the environment covering the topic of one’s preference fills the heart with unbound joys and excitement. Not only this that the individuals get the opportunity of attending the recreational events and consume their leisure hours in an excellent and wonderful way, but also these healthy opportunities protect them from getting indulged into useless pursuits and criminal activities because of the arrangements and organising of productive recreation. Moreover, attending of such events not only broaden the vision and exposure of the visitors and participants, but also their personal creativity also seeks significant boost out of the event reflecting their thoughts, views and imagination. Consequently, they also look for imitating the footprints and patterns of creative and productive celebrities, leaders and performers at large for their individual progress and accomplishments. Furthermore, attending these events counters the negative feelings and emotions haunting the minds, and disappointment and despair look vanishing from the breasts. Additionally, the individuals also obtain the chances of having interaction with their heroes, as well as like-minded people, which could result into the establishment of the corporate or recreational firms and organisations for the future days to come. Hence, visiting the event of one’s choice causes the enhancement of inspirational level among the individuals attending the event, and develops motivational effects in them. I personally experienced the creative soul of early Victorian Era novelist Charles Dickens to be travelling with me in the coach, and attempting to explore the concealed socio-cultural aspects attributed to early 19th century. His Tale of Two Cities looked narrating the new tales of Victorian and contemporary era Manchester, where life has taken a drastic turn during the last two centuries. Similarly, the idea of finding myself amongst the lovers of Dickens, Shelley and others, infused unspeakable emotions in my heart, which were the last long due to spending the remarkable moments in literary coach. I also longed for the perpetuity of this wonderful journey, though it had to meet an ultimate end within just few hours only. Nevertheless, I got opportunity of learning about several hidden aspects about the life of these renowned literary giants of all ages. Thus, credit certainly goes to event management companies, which ponder upon selecting the event, devise a comprehensive strategic scheme, make investment of time, money, energies and resources, articulate marketing plan, determine the target audience and attempt to capture their attraction, select the location and carry out maintenance works, determine prices and expected quantity and quality of visitors, enter into contract with the celebrities, important personalities and heroes, and employ the best of their efforts to provide the visitors with a healthy amusement opportunity subsequently. Consequently, event management industry maintains its valuable contributions in creating of a peaceful, prosperous and happy society. Bibliography Badger, R.G. 1999/2006. A History of English Literature. New York: The New York Public Library. Fenech, G. G. 2005. Meetings, expositions, events, and conventions: An introduction to the industry. Upper Saddle River, NJ: Pearson/Prentice Hall. Getz, Donald. 2008. “Event tourism: Definition, evolution, and research.” Tourism Management 29 403–428. Patmore, J. Allan. 1983. Recreation and Resources: Leisure Patterns and Leisure Places Oxford Basil Blackwell (Quoted in Glyptis, Sue (1993) Leisure and the environment: essays in honour of Professor J.A. Patmore) Lehr, Fred. 2006. “Clergy Burnout” Recovering From the 70-Hour Work Week and Other Self-Defeating Practices. Minneapolis, MN. New York: Augsburg Fortress. Macionis, John J. 2008. Sociology. Eleventh Edition New York: Pearson Prentice Hall Inc. Viola, Richard H. 1977. Organisations in Changing Society: Administration and Human Values. New York: Saunders Publishers. Vonderembse, Mark A., & White, Gregory P. 2003. Operations Management: Concepts, Methods, and Strategies. New York: Wiley; 1 edition. Manchester Literature Festival. 2014. “Kate Tempest--Hold Your Own.” Retrieved from http://www.manchesterliteraturefestival.co.uk/events/kate-tempest-34972 Manchester Literature Festival. 2014. “Simon Armitage In conversation with Rachel Cooke.” Retrieved from http://www.manchesterliteraturefestival.co.uk/events/simon-armitage-34561 Manchester Literature Festival. 2014. “Northern Classics Literary Coach Tour.” Retrieved from https://www.quaytickets.com/mlf/Online/default.asp?doWork::WScontent::loadArticle=Load&BOparam::WScontent::loadArticle::article_id=E16AB50A-AC53-41AC-9F02-B3D6D6C9CA59 Manchester Literature Festival. 2013. “Young Readers: Neil Gaiman.” Retrieved from http://mlf.clusterup.com/events/neil-gaiman-291 Read More