Critical Analysis of Community Capitals Framework in Events

This paper presents a literature review examining the influence of events and festivals on community capital, drawing upon various authors' opinions and research. It explains seven different kinds of community capitals as proposed by Kline and Oliver (2015) in the Community Capitals Framework (CCF). The review covers key components of the event industry, including event management companies, venues, organizations, suppliers, regulatory bodies, and industry associations. Different types of events are discussed, such as special events, hallmark events, and mega-events, highlighting their characteristics and impacts. Furthermore, the paper explores key components of successful festivals, including market knowledge, community relations, pricing strategies, housing, transportation, food and beverage, and technology integration. It also examines various types of festivals, such as religious festivals, carnivals, arts festivals, and those centered around changing seasons and agriculture. The paper concludes with a discussion of the Community Capital Framework, its difference from other impact measures, and a case study illustrating its practical application.

Running head: FESTIVAL AND EVENT
Contemporary Issues in Event Management
8/27/2018

FESTIVAL AND EVENT 1
Table of Contents
Introduction................................................................................................................................2
Literature Review...................................................................................................................2
Events and Festivals...............................................................................................................2
Key Components of event industry........................................................................................3
Types of Events......................................................................................................................6
Special Events....................................................................................................................6
Hallmark Events.................................................................................................................7
Mega Events.......................................................................................................................7
Key Components of Successful Festival................................................................................8
Know the market................................................................................................................8
Community Relations.........................................................................................................8
Over Deliver.......................................................................................................................8
Price....................................................................................................................................9
Housing and Transportation...............................................................................................9
Food & Beverage...............................................................................................................9
Technology.........................................................................................................................9
Build a model.....................................................................................................................9
Types of Festivals................................................................................................................10
Religious festivals............................................................................................................10
Carnivals..........................................................................................................................10
Arts Festivals....................................................................................................................11
Changing Seasons............................................................................................................11
Food and agriculture........................................................................................................11
Community Capital Framework...........................................................................................12
How CCF Framework is Different from Other - Impact Measures.....................................15
Case Study............................................................................................................................17
Conclusion................................................................................................................................21
References................................................................................................................................23

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Introduction
This paper is being presented in order to examine the influence of events and festivals on the
community capital. To give the base to the overall discussion reviews and opinions of
different authors will be presented. Besides this, seven different kinds of community capitals
will be explained.
According to Quinn (2009), the study of events and festivals is nowadays an essential and
productive part of tourism research analysis. Events and Festivals have succeeded in recent
years and interest in accepting their importance in the academy of tourism has increased
consequently. Even the hastiest scan of foremost journals of tourism validates that literature
on the events and festivals is today one of the most productive of any tourism research area
and there is a growing collection of articles, theoretical manuals and applied manuals
accessible.
Literature Review
Events and Festivals
According to UI, Day & (2013), Events and Festivals are vital resources of the tourism
sector. To visit the events and festivals, traveler visits a tourism destination and host
community. Tourism performs an essential role in inspiring a domestic economy at host
communities. In addition, to the role of tourism, various scholars of tourism sector have taken
interest to the impact of tourism on the economy because tourism can be a way to regenerate
economically a depressed county or area. According to Yeoman, Robertson & McMahon
(2014), in regards to the tourism economic impact, some academics have begun to consider
the cultural and social influences of tourism on the destination. This is because the local
society’s leaders and researchers have understood that the important objective of the

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development of tourism is not just enhancing the living standard of the host society but also
enhancing the quality of life of the residents (Moufakkir & Pernecky, 2014). QOL i.e. Quality
of life is a comprehensive concept to evaluate the objective of the resident and personal
welling. Quality of life offers an investigative outline for examining the connection between a
host community and its businesses. Consequently, Quality of life could be an effective tool to
measure the influence of tourism on the life of residents. To host the events and festivals at
local societies is a typical development strategy of tourism. They entice tourists into the
destination, generate job opportunities related to tourism, and distribute economic benefits all
over the destination of tourism. Moreover, local events and festivals offer entertaining
opportunities and enjoyable visitor experiences for domestic residents, influence quality of
life of the local residents. However, very little information is available regarding the impact
of local events and festivals on the quality of life of the residents. The absence of the
knowledge of the local events and festivals might obstruct the marketers of the tourism and
the community leaders to apply them in a planned manner to enhance the quality of life of the
residents (UI, Day & Cai, 2013).
Key Components of event industry
Few components perform an essential role in the makeup of the event industry. These
components comprise companies of event management, event venues, and event
organizations, suppliers of the event industry, external regulatory bodies, and industry
associations. Event organizations are those organizations that perform the task of hosting the
events. While few might be event-specific bodies like the organizers of Australian Open
tennis tournament, others are special teams in the big companies (Etiosa, 2012).
Companies of Event management are formed of a group of individuals or professionals
whose responsibility is to arrange events based on contract for their clients. These dedicated

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businesses frequently organize various events regularly and maintain long-term relationships
with their suppliers and clients (Etiosa, 2012)
Suppliers of the event industry are considered as the network of an essential portion of the
industry whereby knowledge and proficiency encounter to arrange high-quality and
professional events. This constituent of the industry has now become very essential due to the
quick growth, complexity, and expansion. Suppliers’ surface in the areas related to the event,
like audio-visual production, staging, catering, sound production, entertainment, and lighting,
or in associated areas, like, security, accounting services, transport, legal services, and
communications (Etiosa, 2012).
Event venues are the important elements of the industry deprived of which not a single event
can be hosted. Venue management is the essential portion of the complete process of event
management because it aids as a share of the marketing of servicing or venue of the clients of
the event. Certain specific venues of the event exist and generate extra revenue by letting
their amenities to functions and business events reaching from universities, galleries,
museums, and theatres. However, the frequently recognized event venues are exhibition
centers, stadiums, hotels, theme parks, resorts, fitness and sports centers, heritage sites,
markets and shopping centers (Etiosa, 2012).
Industry association arose because of the development and creation of the industry; it has
become famous to possess professional relations in charge of liaison, communications, and
networking in the industry, accreditation and training programs, lobbying, and codes of moral
practice, on behalf of their associates. Various associations have been raised to the test of
taking care of numerous industry sectors as it is varied. While few of these associations are
global with subdivisions in diverse nations, others are area or nation based. Examples of few

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of the association majorly related with the managers and planners of the event are the
following:
The ISES (International Special Events Society) is known as the association whose task is to
endorse, advance, and educate the industry about special events and its system of specialists
along with linked industries. In addition, to this, they struggle to maintain the honesty of the
profession of the special events to the common public by their "Principles of Professional
Conduct and Ethics". Moreover, they obtain and distribute valuable information of the
business; nurture an essence of collaboration among its associates and other professionals of
the special events, and develop high standards of practices of the business (Etiosa, 2012).
The IAEE (International Association of Events and Exhibition) is called as an association that
was planned in 1928 as the Exposition Manager’s National Association to signify the
comforts of profession show and exposition managers. This Association is nowadays the
foremost association for the worldwide industry of exhibition. Currently, IAEE signifies over
8,500 individuals who introduce and sustenance exhibitions in the whole world. The job of
this association is to endorse the exclusive worth of the exhibitions and various events that
carry sellers and buyers together like proprietary corporate exhibitions, conferences with the
component of the exhibition, and road shows. IAEE is the main reserve for those who design,
create, and service the whole industry. IAEE kilns partnerships with the organizations in the
industry that either exclusively values members or reinforce the industry (Etiosa, 2012).
External controlling bodies are legislative and constitutional bodies whose responsibilities or
accountabilities are to supervise and manage the manner and implementation of events and in
various instances, these bodies has a nearby assembly with the industry. These bodies have
leaped up due to the regulated and multifaceted environment in which modern events exist. In
a few cases, various domestic assemblies now need a growth application for the performance

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of outside events which might shelter guidelines governing, for instance, noise restriction,
traffic plans, etc. (Etiosa, 2012)
Types of Events
An event could be explained as a community assembly with the aim of entertainment,
reunion, education, celebration, or marketing. According to the book of Getz i.e., Event
Tourism and Event Management, events are provisional existences, either scheduled or
unintended, and they typically have a limited length which is generally secure or exposed for
scheduled events. In addition, they could be categorized in a diverse manner based on their
content, size, and form. Examples of the different types are hallmark events, exhibition and
fairs, special events, shows and expositions, mega-events, meetings, and festivals, and other
educational and business events, art events, sports events (Getz, 2005).
Special Events
According to Goldblatt, (2010), Special events are one of the divisions of event tourism that
have been explained as the presentation, special rituals, celebrations or performances that are
appropriately scheduled and accepted as the special occasions or achieve specific social,
corporate, or cultural objectives and goals. These special events are present in different
variety from national celebrations, vital public occasions, exclusive national performances,
main sporting fixtures, business functions, trade elevations, and product introductions.
Besides this explanation by Allen, O`Toole, Harris & McDonnell, (2011), it has been
contended that it is difficult to provide a real description to the ‘special event’ due to its huge
nature then it can be finely distinct by its context. Getz has provided two definitions: one is
from the point of view of the event organizer, and the other is from the point of view of the
guest or customers. Initially, he describes a special event as a one-time occurring event outer
of the usual activities or program of the supporting or establishing body. Secondly, to the

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guest, a special event is an occasion for knowledge out from the general choices range or
outside the experience of everyday life. According to another investigator named as Joe Jeff
Goldblatt, Special events is the science and art of celebrations, as they are always scheduled,
always stimulate anticipations, and always inspire by offering a celebration reason.
Hallmark Events
Considering the term i.e. hallmark, it signifies a symbol of authenticity or quality that
distinguishes goods from others or relates to a characteristic feature. These events are main
recurring events of restricted time duration, established mainly to improve responsiveness,
petition, and effectiveness of the destination of tourism in the long-term or short-term, and
the success of these types of events majorly depends on individuality, position, or timely
implication to generate interest and attract people. In other arguments, they are considered as
those events that possess the capability to drive their destination, aptitude, or association with
their hallmark (Bowdin, Allen & Harris, 2012).
Mega Events
Several investigators concerning the word mega event have provided various meaning and
definitions. According to Donald Getz, mega-events are the events that involve unexpected
high-level tourism, prestige, economic influence on the host country or society, or media
coverage. In 1987, Marris, while briefing the session of the International Association of
Tourism Experts, which was based on the mega-attractions and mega-events subject,
specified that mega-events could be defined by the cost, psychology, or volume of visitors.
Their volume must surpass 1 million visits; the minimum cost of capital must be $500
million, and their status must reflect that it is a ‘must see’ event. Various investigators
focused on the economic influence of the mega-events in their definition in place of image,
size, or cost (Frawley, 2016).

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Another investigator in the tourism and event field describes it as the events that are
meaningfully directed at the worldwide market of tourism and might be appropriately defined
as ‘mega’ by the feature of their size in regards to their target market, political effects,
attendance, etc. According to Wenner & Billings, (2017), the main characteristic of the event
classification is that they are majorly yearly events and they entice tourists across the world.
Due to their worldwide nature, mega-events are normally echoed in the worldwide media.
For instance, International trade exhibitions and fairs, the Olympic Games, the FIFA World
Cup, etc.
Key Components of Successful Festival
Know the market
Various things are present in the working of the festival and if the managers or planners do
not have any knowledge about neighbors, political issues, traffic patterns, competition, law
enforcement, and an entire host of different issues, take the festival towards failure.
According to Chuck Morris, performers that are not large in the country can create in
Colorado (Live Work, 2018).
Community Relations
Every panelist at the Conference of Billboard Touring possess at least a single store of how to
make relationships with the society and leaders of the business, law enforcement, health
department, neighborhood associations, recreational officers, etc. offer some type of
advantage (Live Work, 2018).
Over Deliver
Particularly in the first year of the festival, it is essential to offer to the customers’ effective
services. The festival gets successful if it spends extra to excite the audience by investing
extra money. It motivates them to come repeatedly to attend the festival (Live Work, 2018).

FESTIVAL AND EVENT 9
Price
Price is knotted to understanding the market, but for few causes, pricing of the festival is very
sensitive than the steady price of live entertainment. The consumers actually desire to feel the
worth of their spending, as there is a supposition that whatever they will look at would be
watered down (Event Manager, 2018).
Housing and Transportation
The need for transportation and housing department must be separately maintained. If there
will be two separate departments then there is need of assigning the separate responsibilities
between those who manage housing or transportation for performers and team and those
individuals that will bring customers from different places. Housing must not be avoided.
Management of the festival should try to get the hotel bookings in the same city where it is
organized (Wilding, 2015).
Food & Beverage
Every maker knows that food and beverages are very important for the complete feel of the
festival. With the festivals such as Heritage and Austin City Limits & New Orleans Jazz, the
food works same as music to attract people (Odussey Designs, 2018).
Technology
The advanced technology of the festival is like a friend because it makes the experiences of
the audiences enjoyable.
Build a model
As per the producer of the festival panel, it is very important to create a model and once it is
created, it could be used in another festival at the different city (Live Work, 2018).

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Types of Festivals
It is not the matter of concern that in which country we live, but festivals are unavoidable. A
celebration of different festivals takes place in each culture, around the globe, and for diverse
purposes. Food, music, and religion are the reason that inspires old and new festivals. Some
of the examples of popular festivals present on this planet are:
Religious festivals
Several largest festivals of the world have their foundation in religion. To honor god religious
followers have utilized a special occasion of eating and celebration. Fes of the known
religious festivals comprises Diwali, Eid al-Adha, Christmas, Passover, Hanukkah, Holi, and
Easter (Ministry of Culture and Tourism, 2018).
Among all these festivals, Holi in India is certainly the colorful festival. Along with this, it is
also called the festival of throwing colors and it is celebrated in the month of March every
year. Hindus and Sikhs celebrate it, with bonfires and water and colorful powder are thrown
on one another for a memorable view (Will, 2015).
Carnivals
Carnivals are festivals that might have its basis in religion, however, in present time it is less
about celebrating religion but more about hard celebration. Usually, the season of the carnival
is celebrated in the world before Lent, with the key events frequently are held in February.
Lent is known as the time when followers of the religion have to remain on fast or avoid
luxuries for around 40 days. Hence, the carnival is said to be the only occasion to get
involved in all type of food, partying, and food that they have to avoid during Lent
(Johnstone, 2016).

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Carnival celebrated in the streets, with pageants filled with people, classically with the
displays full of colorful floats. The people to enjoy the Carnival use various masks, music,
balloons, and costumes.
Arts Festivals
Not only religious festivals, there is a major celebration of the culture in the whole world.
Each element of art today has its significant festival somewhere in the world (Ikoniadou,
2014). For example, Films are celebrated at the Sundance and Cannes Film Festival. Festival
of Melbourne International Comedy is celebrated for comedy, in Australia.
Changing Seasons
It is not atoll a chance or coincidence that few of the eldest festivals overlap with some
seasons. Nations in the world possess various festivals that are celebrated during the winter
season.
Food and agriculture
A party does not look like a party if it does not involve any type of drink and food. Closely
knotted with the seasons, various festivals based on food usually celebrated at the time of
harvesting, when the farmers get their crops and share plenty of food. Some of the most
famous drink and food festivals:
Oktoberfest
It is one of the famous festivals of Germany and the one, which is now being inspired to
celebrate across the world. It is said to be celebrated of the most loved drink of the
humankind i.e. beer. Every year for 16 days in the month of September, it could be observed
that the Munich Lined streets with the tables and tent of beer, serving the beer glasses and
traditional food of German such as potato pancakes, roast pork, and sausages (Ministry of
Culture and Tourism, 2018).