The Difference between Mega-events and Hallmark-events - Case Study Example

The Difference between Mega-events and Hallmark-events Name Tutor Institution Date The Difference between Mega-events and Hallmark-events Introduction Both Mega events and hallmark events encourage tourism in several ways. According to Baxter & berries (1995), both Mega and hallmark events play a crucial role of enhancing people’s living standards. Both events encourage major development works in the host countries. In addition, they enhance the injection of new money from other countries this, spurring the national economy (Baxter & berries, 1995, 67). Major development projects are usually initiated in areas where they are held, and this has in turn create jobs for local people. The increasing guests' needs also pave way for such infrastructural facilities like superb roads, health amenities and schools. However, both mega and hallmark tourist events may have negative effects in terms of social and environmental issues, for example pollution and erosion of cultural values. This study distinguishes between a Mega-Event and a Hallmark Event, focusing on their defining characteristics and their role in encouraging tourism. The study specifically examines the Guy Fawkes Night as a hallmark event and the FIFA world cup as a mega event. The Difference between Mega-events and Hallmark-events The defining characteristics and examples of these events clearly bring out the differences. Examples of hallmark tourist events include expositions, international sporting events and major fairs that are held on a one-off basis or sometimes regularly. As the word suggests, mega events are very large. Mega events have great international significance and impact, for example, the FIFA world cup and the Olympics. The criterion for classifying events as either hallmark or mega is based on such aspects as size and type. Hallmark tourist events specifically focus on the promotion of a specific region (Getz, Svensson, Peterssen and Gunnervall, 2012, 56). Mega events, on the other hand, are very large and take a longer time than hallmark events. Mega events leave long term legacies compared to the short term legacies of hallmark events. For instance, following a FIFA world cup, the infrastructure development for the event has long term benefits for the host city (Smith, 2012, 35). Preparation for hosting events involves major infrastructural development, for example, building of arenas and stadiums. The FIFA world cup moves from one destination to another every four years, meaning that there is no regularity of visiting for mega events. For instance, it was held in France in 1998, 2002 in South Korea and Japan, 2006 in Germany, 2010 in South Africa and 2014 will be held in Brazil. Countries that have hosted mega events invest a lot in planning and setting up of all requirements. The process of bidding to host events is in itself costly. However, the lucrative nature of the events covers up for all the costs. The economic benefits for host cities of the FIFA soccer world cup come about due to accommodation services, transport and merchandising. Additionally, other attractions within host cities contribute to direct benefits. Indirect benefits with regard to tourism are those that take place before and after an event. Mega events have huge economic impacts on the host countries not only due to tourism. Mega events are usually rare occurrences for the cities or countries that host them. This is because there is very little chance of a mega event being hosted in the same city for more than one time.Mega events lead to increased awareness of tourists due to media promotion, for example, television advertisements about visiting Brazil for the FIFA Soccer World Cup. In the 2010 FIFA World Cup, in South Africa, over 2.8 million seats were sold during the event. A half of seats in such an event have to be sold to international tourists. This encourages tourists to visit the host countries of mega events. The end result involves generating of revenue that makes public funding of events justifiable. A Mega event undoubtedly provides visitors with panoramic experience that relieves the hustle and bustle of the harsh life. However, such an event may reduce arrivals of regular visitors until the event ends. Countries work hard to get the opportunity to host mega events because of the benefits they bring about, for example, economic development. Thus, the main defining features of mega events that differentiate them from hallmark events are the huge size of attendance and high international coverage by the media. Furthermore, in mega events, the event is the brand unlike in hallmark events where the host city is the brand, for example, no city is part of the FIFA World Cup brand but Melbourne is part of the Guy Fawkes Night brand. Funding of mega events requires government involvement unlike hallmark events that may be fully financed by private sectors. Organizing and conducting of mega events involves numerous challenges for the host. Smith (2012) asserts that an unsuccessful mega event leads to huge losses because of the huge costs incurred during the preparation. The main problem with mega events is the high cost of bidding, for example, the campaigns involved. In addition, there is a possibility of losing bids after investing a lot of funds. In addition, mega events only work for mega destinations that have the ability to handle large numbers of visitors without pressure. This means that smaller cities do not get a chance to host mega events (Smith, 2012, 82). Hosting of mega events leads to changes in tourism policies to deal with extraordinary large numbers of international visitors. Hallmark events are highly characterized by their authenticity. These events reflect the culture of the host cities and countries. The success of hallmark events makes them regular tourist attractions leading to profitability. In order to capitalize fully on hallmark events, tourism should be among the main considerations. To achieve this, there is a need to promote or to encourage the promotion of local customs to the visitors of these festivals. This will also make this event more unique and more attractive to tourists (Hall & Sharples, 2012, p. 97). During Guy Fawkes Night the city is usually at the peak of tourism in terms of international visitors. Apart from attending the events, there is a chance that tourists mat visit other attractions within a host city or country. There are several conditions that may affect the efficiency of hallmark events. Poor conceptualisation of an event affects its effectiveness. Therefore, an event portfolio is crucial in ensuring there is efficiency . The events portfolio approach involves managing of several events and promoting the benefits of tourist visits. Since its establishment in 1605, the Guy Fawkes Night has grown to become the largest Hallmark events across the globe. Among the main activities in Guy Fawkes Night are processions, lighting of bonfires and fireworks. Initially, the event was generally a re-affirmation of loyalty and identity and was, therefore, regarded as a cultural hallmark event. The event is held on every November in most parts across the UK. Today, the Guy Fawkes night hallmark event has been largely embraced throughout the world as an effective way of promoting local culture and protecting the traditions and cultural meanings shared by the community. At its core, this event is about community, creativity and ritual of taking the time out of busy lifestyles. Tourism policies recognise the power of this event to attract visitors. Guy Fawkes Night is a tourism-cantered hallmark event planned for the purpose of marketing the destination to potential visitors. Success of hallmark events entails convincing tourists to visit the destination again, for example, during the next event. Hallmark events have cultural significance to the host communities. In addition, the events provide good publicity that leads to benefits for the host venue and community. In some cases, there are religious hallmark events that lead to pilgrimage. In spiritual hallmark events, the values of the religion or culture are reflected within the event. Integration of sustainable development as part of the objective of hosting hallmark and mega events is now a common phenomenon. This makes the stakeholders focus on the long term benefits of events, for example, using events to market other attractions within a destination. Different cities have unique characteristics and services offer visitors. There is global competition in the tourism market that requires proper marketing of destinations. There are some issues that may hinder the success of events, for instance, failing to meet the objective of attracting tourists. If events have negative effects on the host community, then the chances of success are significantly reduced. This makes the involvement of members of the community in conceptualization essential (Frost and Laing, 2012, 12-15). The values of different events may be analysed through consideration of the number of visitors, for example, from the region or internationally (Frost, 2009, 98). Frost (2009), in his studies, argues that cross leveraging hallmark events with other events and tourist attractions leads to capitalising fully on the possible benefits. In event planning, the round table approach is highly efficient. The involvement of various stakeholders to represent their own interests improves the chances of success for events. Compromising and working together while organizing hallmark events leads to benefits for all. Failure to include some stakeholders, for example, environmental and health experts may hinder the efficiency of an event. Tourism is one objective which both mega and hallmark events seek to achieve. Guy Fawkes Night attracts turists, while the FIFA World Cup also attracts tourists. Events may fall in the same category in terms of purpose, but fall into different categories in terms of size. There are sporting events that are mega events while others are hallmarks. The Melbourne international comedy festival is an example of cultural hallmark events that is in the format of the Guy Fawkes Night event that are held regularly. Hallmark events affect the arrival of visitors to cities leading to peak and off peak seasons. During hallmark events, cities benefit a lot financially because it becomes a peak period for tourist visits. For mega events, it is a one-time thing, but with long term impacts. Hallmark events are driven commercially; therefore, organisers seek to improve their benefits during each event (Getz, Svensson, Peterssen and Gunnervall, 2012, 60). Over the years, cities around the world have understood the impact of hallmark events in marketing themselves. The market of hallmark events is competitive, for example, in hosting sports. This is because of the potential benefits a host gets from the event. The effectiveness of an event in terms of benefits depends on the nature of organisations. The media play a crucial role in conveying messages to potential visitors, for example, in terms of adverts or documentaries. The process of conceptualising events is a complex one. It is necessary to involve all stakeholders while planning to host a mega or a hallmark event in a city. The perspectives of tourism stakeholders in event organizing and conceptualizing need to align with those of other stakeholders. It is clear destinations gain benefits from visitors. Visitors too gain a lot of benefits from attending hallmark events. The main benefit is social in terms of bonding and the capital building. Escapism and celebrating of culture and diversity are among the main motives for tourists to attend hallmark events. Events like the FIFA world cup are hosted by different cities over a four year period. However, there is a possibility of recurrence after many years. From a tourism perspective, both hallmark and mega events are considered lucrative. Mega events are usually a one-time thing where as hallmark events are held regularly, for instance, annual cultural festivals. For hallmark events, the brand is the destination, but for mega events, the brand is the event. This means that a hallmark event have a great potential of marketing destinations to potential visitors. Finally, it is impossible to separate a Guy Fawkes Night and its destination because that would make the event lose meaning. Conclusion Hallmark events and mega events are different due to their size and magnitude. Hallmark events are usually created and developed by the host destination, for example the planning of Guy Fawkes Night unlike mega events that are developed by international bodies, for example, FIFA. Economical growth and infrastructural developments that come up due to hallmark and mega events lead to an increase in the number of visits even after the event (Frost, 2009, 102). In mega sporting events, there are usually many participating countries. Tourists from countries participating in the events increase, for example, participants in the Soccer World Cup. New buildings, accommodation areas, recreation services and other related facilities are usually developed in preparation for hallmark and mega events. Leisure and cultural services play a crucial role in marketing of destinations. Guy Fawkes Night uses existing infrastructure unlike mega events that require construction of new infrastructure, for example, soccer stadiums and training grounds for the world cup. Hosts of mega events need to comply with the rules of the owner of the event, for example, FIFA rules for the soccer World Cup. For hallmark events, there is a clear link between the event and the host, for example, Guy Fawkes Night. The objective of hallmark events is to reinforce the spirit of the host city or country. Different stakeholders have unique roles to play in the conceptualisation and development of both hallmark and mega events. The host community members are among the stakeholders in the conceptualisation process. Social, cultural, economic, political and environmental concerns need to be addressed while planning an event. High tourist arrivals affect transport systems, accommodation services and the consumer behavior within a city. It is, therefore, essential to involve stakeholders from all the sectors to ensure that actions complement each other. Conceptualisation of mega events is complex because they are international issues. To be more successful in attracting tourists, it is essential for the festival managers to involve other industries, such as agricultural and manufacturing sectors. Additionally, the event organizers should facilitate inter-industry integration through inclusion of programs designed to provide industries with adequate information about the importance of integration. References Baxter, C & berries, M. 1995. An Annotated List of Birds of Kangaroo Island. National Parks and Wildlife Service. Australia, pp.67. Frost, W., 2009. Projecting an Image: Film-Induced Festivals in the American West. Event Management, 12 (2), pp. 95-104. Frost, W. and Laing, J., 2012. Strategic Management of Festivals and Events, New York: Cengage Learning, 12-15. Getz, D., Svensson, B., Peterssen, R. & Gunnervall, A., 2012. Hallmark events: definition, goals and planning process. International Journal of Event Management Research 7(1), pp. 47-67. Smith, A., 2012. Events and Urban Regeneration: The Strategic Use of Events to Revitalise Cities, London: Routledge, 30-85. Read More