Mobitel d.d.

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Animation and Event Management in Tourism Tadeja
Jere Lazanski, PhD Assistant Professor University
of Primorska, TURISTICA Faculty of Tourism
Studies, Slovenia E mail tadeja.lazanski_at_turi
stica.edu
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We See The World Not As It Is, But As Who We Are
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ANIMATION Anima soul Animare revive
PLACE house,hotel, museum gallery, spa,camp..
PEOPLE creativity
PICTURES cartoons
PUPPETS puppet theatre performances
PRODUCT tourism, culture, education, media..
LIFE (work and leisure)
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Etimology of a word animation

• Latin anima - animare
• English leisure organisation, entertainment
• American animation
• German Animation
• Italian animazione
• Slovene animacija
• Croatian animacija
• Spanish animación
• French animation
• Swedish animering

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Lets go from the beginning

• One moment in leisure.
• Imagination, photos, memories, catalogue..
• Making a decision, departure to a wonderland
• Arrival to a wonderland, hospitality
• Professional hospitality
• Dream realisation, good moods
• Departure to everydays life, memory,
• One moment in leisure

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History of animation

• 1930s Maisons des Jeunes et de la culture,
  France (catholic boyscouts)
• 1936 Butlins villages (GB)
• 1949 Club Méditerranée
• 1972 Clubs (Aldiana, Robinson, Valtur)
• 1978-1981 All-inclusive SuperClubs
• 1980s 1990s Club Derivate
• 1990s Calimera, Papillon Grecotel, Iberotel, Sol
  Melia (Cuba, Turkey, Greece, Egypt, Tunisia,
  Spain...)

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Animation means

• initiating common activities
• establishing social contacts
• on a certain level
• in a specific style
• that meets the standards of the resort hotels in
  this destination.

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Definition of animation

• Tourist animation is
• one kind, nice and merry
• invitation to a common activity in favourable
• game, play, competition at holiday or time of
  leisure,
• as long, as it happens together with
• guests, tourists and happines
• toward a new experience in
• a hotel, resort, place, culture and country.
• (C.Finger)

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Animation

• Krippendorf
• a help to discover ones personality
• a help to get closer with other tourists and
  guests
• a help to get closer with a host and its country
• Jean Philippe Dannaud
• motivator, which rise humans touch for the
  environment and sense for art and cultural beauty

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Animation two basic questionsand
socio-cultural roles of animation

• How the groups of people are formed
• Why individuals join groups and remain their
  members (A-A-P-O)

• Educating
• Informing
• Counselling
• Organising
• Animating (motivating)

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Three Rules of Animation
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Freedom means

• Respecting free will of a guest
• Connecting people, initiationg contacts
• Win all fears for changes,
• Invite guests to take the offer
• Invigorate guests holidays and accommodation
• Initiate guests activities
• Enlarge tourism offer value
• Present marketing and PR element
• Give recognition to offer details and a new offer
• Always without pushing a guest!!

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Animation NEVER

• Force people to an activity
• Manipulate
• Entertain for every price regardless to a taste
  or participants interest
• Act separately from the rest of hotel or tourism
  offer

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Animation vs Manipulation

• Animation
• Opened
• Volunteering
• Never forced
• Self pointed
• Guestss own motivation on a holiday

• Manipulation
• Unnoticed
• Uncontroled
• Unpredictable, forced
• Pointed to another person
• Personal intention of a manipulator

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Activity in different Areas of Animation

• adventures (boyscouts, nature life...)
• creative activities (drawing, origami...)
• socializing (birthday celebrations, trips...)
• education, research, experincing (evenings of
  poetry,
• concerts, seminars)
• meeting with self (yogy, spiritual music)
• moving (sport, competitions, sport events)

GAMES
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Animation game as a bond of all activities

• Criteria
• Choice
• Volunteering
• Imitation
• Ritual
• Are the same when we talk about animation or a
  game.

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Animation vs Game

• Animation
• Free will
• Out of routine
• Economic view
• In certain time, place and rules
• Revives groups
• Escape from everydays life
• Useful

• Game
• Free will
• Out of routine
• No economic views
• In certain time, place and rules
• Revives groups
• Escape from everydays life
• Useless

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Active and Passive Animation

• sport and recreational activities relaxation
  exercises, sport games, tournaments, cross
  country
• educative entertaining activities trips,
  visits, schools, social games, meetings,
  exhibitions
• entertainment sea games, snow games, games in
  nature, mini club games, dancing competitions and
  parties, club parties

• cultural events regular program of the
  destination and special program organised inside
  of a hotel or a resort
• sport events permanent and special programs
• excursions organised by a hotel animation for
  hotel guests and tourists in order to present a
  community or country to hotel guests and
  tourists

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Style in Animation

• Luxury hotels
• Chain hotels
• City, coast, mountain hotels
• Spa hotels
• Simple accomodation
• Farms
• Camps
• Winter-summer cotages
• Club hotels

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Example of Style Animation in Chain Hotel 5

• Animation or Guest Relation Team permanently
  endeavours to fulfil all guests requests and
• to improve the service. If a guest needs a
  limousine, a booking for the next flight or
  advice to
• create the evening program.then the animator
  will take care of
• Tickets
• Theatre tickets
• Limo service
• Hotel onward reservations
• Flight reservations and confirmations
• Car rental reservations
• Sixt car rental delivery drop-off service
• Helicopter flights
• Private charter flights
• Restaurant reservations
• Tour guide arrangements
• Tour planning
• Beautician and barber appointments
• Sightseeing recommendations

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Target Groups of Guests in Animation
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Active hedonists

• AG excellent physical condition, consumption
  thinking pointed to a hedonism, active sport
  life, importance of new technologies, middle
  ecological consciousness, self-affirmation,
  travelling is an important part of life.
• Structure of guests young intellectuals and
  business people, reach individuals and married
  couples without children dinkies.

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Passive guests

• PG passive holidays, far away from everydays
  life routine, lower level of consumers
  consciousness, without an interest for a fashion
  or trends, ecological consciousness oscilates
  from weak to very strong, lack of experimentation
  sense.
• Structure of guests
• around 50s, middle management,
• clerks and administration
• employees.

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Trend Guests

• TG guests sensitive to tren travels, they live
  in present and take their own leisure time.
  Chosen consumption, political and cultural
  interested people, spontaneous.
• Structure of guests years around 30,
  intellectuals with graduate degresss, ladies in
  their middle age.

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Family Guests

• FGfamilies, who spend their holiday with
  relatives, friends. They are price, service and
  quality oriented and have strong ecological
  consciousness. They are not too balanced in
  activities.
• Structure of guests families with children,
  seniors

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Communication in animation

• Non-verbal is expressed by
• relations in place
• voice intonation
• body language
• textual communication

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Textual communication

• Wooden club cottage behind the hotel is for
  children

• For our junior guests we offer 2hours per day
  merry melodies and games with auntie Mary in
  club cottage behind the hotel
• completely different dimension of a club cottage

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Public Communication in Animation

• monologue (introduction, essay, report....)
• artistic communication (moderation,
  announcement...)
• dialogue (quizzes, feedback communication)

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Factors of succesful communication

• clear and understanding expression
• fascination
• thickness of information
• simplicity

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Principles of animation planning

• Target groups of guests?
• What do we know about target group, motives of
  travel and interests?
• How long will the group stay in a tourism
  accommodation?
• Hotel manager point of view to animation?
• Surroundings?
• Imagination of an animator!
• Resort events?
• Scenarios!

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Planning the programs

• Types of programs
• offered program
• possible program
• free program
• Time lasting programs
• daily
• weekly
• seasonal

• Factors
• place (decentralised and centralised programs)
• human resources (division after languages
  criteria, specialisations, areas of animation)
• requisuites and equipment
• infrastructure
• financial means

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Schedule of a daily program
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Weekly program

• meeting phase (temporarily phase)
• phase of experiencing in the middle of a week
  (more important programs)
• top phase (gala evening with main competitions
  and gala dinner)
• final phase (phase where guests are deciding to
  come back or not)

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Organisation and information

• Preparation on time
• Organisation and help from other co-workers (
  from kitchen to cleaning staff)
• Creating exact budget

• Information before
• Information at guests arrival
• Daily information letter, personal information,
  leaflets)

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Teamwork for animation enables

• to include into animation programs elements,
  which enriches the content of programs
• animation becomes equal to the accommodation and
  food services
• the atmosphere of a hotel becomes pleasant, all
  employees treat animation as necessary concern
  for the guest

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Graphic presentation of a teamwork
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Animator

• Animation must be led by educated animators with
  the highest ethical values and the best pedagocic
  education (Krippendorf)
• Every organisation must be professonally led,
  every animator must be skilled and well educated
  (Butler)
• Animation is too important to be left to
  uneducated and charlatans, requests after
  education and animators personality sources from
  a complexity of his/her tasks. ( Finger Benoit)

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Animator in a relation to the Guest
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Animators knowledge on Animation

• areas of animation
• skills and techniques (microwork...)
• knowledge, which enables equal status to other
  hotel employess
• verbal and non-verbal communication
• bonton and protocol

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Animators ten rules

• kindness
• calmness
• presence
• punctuality
• cleanliness
• discussion speech without bad expressions and
  politics
• discrecy and neutrality
• integrity without alcohol and drugs in drog
• moral responsability for a guest,
• personal style with an "keep a low profile"
  attitude

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Animation Evaluation

• Direct economic effects are results of
• sport requisites and objects renting
• training, school services
• tickets sale (games, cultural and sport events)
• paying services out of a hotel, which are caused
  by the animation programs

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Animation Evaluation

• Indirect economic effects are
• motivation factor (choice of a hotel or resort)
• bad weather factor (guests stay in a hotel)
• season prolongation factor
• tourism marlket enlargement factor
• guests satisfaction factor (guests come back)
• oral promotion factor

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Techniques and methods of evaluation

• 1. Questionnaire, which must be
• motivating for a guest
• short and thick
• transparenti
• filled with well formed questions

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Techniques and methods of evaluation

• 2. Observation
• defined target of observation
• objectivity of observer
• observers ability of concentration regarding
  target of observation
• 3. Interview, which must follow the demands
  after
• length of the interview and length of questions
• preciseness of words formulation
• conceptual content of questions

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Upgrading the animation leads toEvent Management
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The World of Events

• Special event (multiplicity of goals, festive
  spirit, satisfynig basic needs, uniqueness,
  quality, authenticity, tradition, flexibility,
  hospitality, tangibility, theming, symbolism,
  affordability, convenience)
• Hallmark event ( quality or authenticity)
• Mega event

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Hotel Events - Destination Events - Animation

• adventures (boyscouts, nature life...)
• creative activities (drawing, origami...)
• socializing (birthday celebrations, trips...)
• education, research, experincing (evenings of
  poetry, concerts, seminars)
• meeting with self (yogy, spiritual music)
• moving (sport, competitions, sport events)

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Event Management

• Event management covers
• organization,
• co-ordination,
• leadership,
• planning,
• evaluation,
• controlling,
• staffing,
• financing and marketing,
• creativity and operational skills

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Typology of Planned Events

• Cultural celebrations
• Art/ Entertainment
• Business/Trade
• Sport Competitions
• Educational and scientific
• Recreational
• Political/State
• Private

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The Event Management System

• Xinputs y outputs p event process d
  evaluation u corrections (planning, leading,
  organizing, etc.)

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Main Principles Of Event Management
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Scheduling The Event

• Planning, budgeting and scheduling are all part
  of the same process
• Planning a Event, developing a budget for it, and
  scheduling all the of the many tasks involved are
  not easily separable
• Budget must include both the amounts and timing
  of the resources received or expanded
• One cannot prepare a budget without knowing the
  specifics of each task and the time periods
  during which the task must be undertaken.
• Similarly, a Event action implies a schedule just
  as a schedule implies a plan.
• PERT (Program Evaluation and Review Technique)
  and Critical path Method (CPM) and Gantt Chart

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Event Scheduling

• Event Schedule
• Activities
• Resources especially people
• Visitors, Customers
• The Event schedule answers basic planning
  questions
• What
• When
• Why
• Who are the participants (teams and visitors)
• But not How

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Scheduling

• What Activities and Milestones
• List of activities and their expected time of
  implementation
• Diagrams (e.g. PERT network diagrams)
• Table
• Charts (e.g. Gantt charts)
• Graphs
• All this present two important information
• Activities
• Time of implementation.

• The Activity List
• This is often developed with the work breakdown
  structure (WBS) table
• The WBS breaks down all Event activities to a
  much lower level, called work tasks.
• A schedule list of activities contains the
  following information
• Activity ID, Activity name, Description, start
  date, completion date, dependency, and
  responsibility

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Gantt Charts

• Do
• Enable important schedule information to be
  grasped quickly
• It is easy to read
• They are not adequate replacement for networks
  diagrams but they are complementary scheduling
  and control devices
• It is the most popular way of exhibiting sets of
  related activities in the form of schedules

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A Gantt Chart of a Sample Event
Gantt Charts
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Scheduling HR

• The most important and most valuable Event
  resource is the development team (people)
• The team size
• The development team size is influenced by
• number of activities
• Intensity or complexity of the activities

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Scheduling Resources

• Resources
• Work place
• Equipments
• Vendors and subcontractors

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Scheduling

• Monitoring and updating the schedule
• It is not a static document
• Period report

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The Event Manager

• General manager
• President or chair-person
• Functional area manager
• Coordinator
• Event marketeer

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Event HR characteristics
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EVENT PLANNING FOR A DESTINATION(from Don Getz,
1997)

• Vision
• Goals
• Generic Strategies The Portfolio Approach
• Formulating Policy Roles Of The DMO And Event
  Development Agencies
• Analysis And Evaluation (Resource and Supply
  Appraisal Inventory Classification SWOT)
• Example Planning for Sport Event Tourism
• Nature of the Event Tourism Product Packaging
• Preparing Communities and Events for Event
  Tourism

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Animation, Attractions and Events for a
Destination
QUALITY OF LIFE
MAJOR EVENTS ATTRACTIONS
NATURAL ENVIRONMENT

• EVENTS
• NEEDED
• International
• Festivals
• Trade Shows
• Historical events
• Major Conferences
• Winter Sports
• Events
• Concerts

CENTRAL CONCEPT Host, Consultant, and
Educator to the World
AN ALL-SEASON DESTINATION
HERITAGE NATIVE CULTURE
CULTURAL DIVERSITY ARTS
EDUCATION TRAINING
HOSPITABLE ENVIRONMENT OF EXCHANGE
TRANSFER USE OF KNOWLEDGE
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Goals for a Destination
Image - Create a positive destination
image Attraction -attract (foreign) tourists
and increase their yield
-expand the tourism season
-spread benefits of tourism more widely Catalyst
-use events to expand/improve infrastructure
-improve management capability to
attract other events Place Marketing - improve
quality of life and environment Animator
-enhance the attractiveness of resorts and
facilities
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RESOURCE AND SUPPLY APPRAISAL FOR EVENT TOURISM
RESOURCE APPRAISAL -natural, human,
financial, political -potential organizational
support -potential themes -potential venues
POLICIES AND PROGRAMS -support for events -laws
and regulations -policies and strategies
SUPPLY INVENTORY -number, type, size,
location and seasonal distribution of
events -past and planned events -existing
venues -professional associations -education/train
ing -sponsors and supporters -event-related
tourist products and packages
PORTFOLIO ANALYSIS -types and roles of
events -competitive position -ratings of tourist
attractiveness
SWOT ANALYSIS -strengths to yield
competitive advantages -weaknesses to
correct -opportunities to seize -threats to
competitive position and plans
CAPACITY EVALUATION -existing and potential
limits -problems to be solved -the fit between
events and the host community
STRATEGIES -positioning -distinctive
or core competency -branding -marketing mix
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Event Classification
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SWOT ANALYSIS

• STRENGTHS
• -competitive advantages through events
• -capability for growth and improvement in
  events sector
• WEAKNESSES
• -relative to competitor destinations
• -needed improvements or developments

• OPPORTUNITIES
• -research (scanning) will identify opportunities
  
• THREATS
• -what competitors might do
• -forces and trends affecting the events sector

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ELEMENTS OF THE FESTIVAL
RESOURCES -community support -expertise -finance
s -venues
ESSENTIALS -information -choice -access -reservati
ons -affordability -perceived value -value
adding -essential services -service
quality -learning opportunities
FESTIVAL PROGRAM
PACKAGES -all-inclusive event packages -added to
other events and attractions
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PACKAGE EVENTS

• attract tourists by maximizing convenience and
  perceived value
• reach high-yield target segments
• generate additional revenue and improved cash
  flow
• develop partnerships with the industry and
  sponsors

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TYPES OF EVENT PACKAGES

• events as the core attraction
• -add accommodation, other attractions,
  dining, shopping, tours
• events as added value to other tours or meetings
• options
• - one price, all inclusive
• - admission to event plus optional
• extras

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PERSPECTIVES ON SPORT EVENT TOURISM

• INTERMEDIARIES
• event, sport tourism
• development agencies
• marketing agencies
• tour companies
• media

• SUPPLIERS
• Event producers
• Venue managers
• Sponsors

• CUSTOMERS
• participants
• spectators
• tourists
• Broadcast audiences
• Sponsors partners

• IMPACTS
• Economic
• Social/Cultural
• Environmental

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SPORT EVENT PLANNING, DEVELOPMENT AND
MARKETING PROCESS

• SUPPLY
• DEVELOPMENT
• Research competitors
• Facility evaluation and
• development
• Develop event production
• capabilities (training)
• Bidding on events
• Produce events
• Assist event marketing
• Get the community ready
• for sport events and tourists

• PROCESS
• Vision
• Leadership
• Organization
• Audit
• Goals
• Strategies
• Implementation
• Impact
• assessment
• Monitoring,
• accountability

• DEMAND
• DEVELOPMENT
• Research market intelligence
• Identify target segments
• Identify target events and
• event owners
• Research marketing
• effectiveness
• Information services
• Promotions and branding
• Fam tours

• COMPETITIVE
• ADVANTAGES
• Location
• Climate
• Facilities
• Quality Services
• Niche markets
• Effective bids
• Strong support
• Reputation
• Cost

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SPECIFIC OBJECTIVES WHEN PREPARING EVENTS
-links with tour companies, travel agents,
destination marketing -availability of packages
for tourists -pricing policy (tourists versus
residents) -special facilities and services for
tourists, especially bus tours -target markets
identified appropriate positioning in
place -the program is based on marketing, not
product-driven -program is publicised over a
year in advance
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PREPARING EVENTS
-visible presence at other events and
attractions -predictable date every
year -hosts, guides, and interpreters -foreign
language material -reserved tickets and special
seating -service oriented staff and
volunteers -easy access and parking -the
community is festive and hospitable
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PROVIDING EXTRA SERVICES

• welcome and reception
• easier access, parking, entry
• reserved seating
• more and better information
• in tourist languages
• on-site guides and tours
• behind-the-scenes access meet vips
• high quality food, amenities,
• exclusive souvenirs and gifts