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Chapter 9: The Events and Conference Sector Article from WTTC Human Resource Centre publication Article: Organization: International Institute of Tourism Studies at George Washington University, United States Professional Development for Event Managers …A description and analysis of the only comprehensive, industry approved, university program leading to certification in event management. Profiled is the development of the course materials, success factors of the program, as well as citations of student success. Key words: United States, curriculum, event management, certificate program “After 19 years of doing events by ‘instinct and some research’, I
really believe I now know what truly defines the event industry and the role of the event manager. Bravo GW! You separate the amateurs from the professionals. The best thing I’ve done in years.” OVERVIEW: The George Washington University (GWU) School of Business and Public Management created the Event Management Program in 1994 to provide working professionals with a comprehensive curriculum in event management. Prior to the establishment of this program, the only source of education in event management was occasional courses in related fields such as meeting planning or special events. Industry organizations such as Special Event magazine, Event Solutions magazine, Successful Magazines, and others repeatedly cited the need by employers to provide trained professionals to reduce opportunity costs. In addition, numerous organizations from cruise lines to hotels contacted the University in search of training programs for their staff. Perhaps, most importantly, enrollments have grown each year as more and more employers require a credential verifying the prospective candidates expertise. The curriculum was initially developed from a study undertaken in the early 1990’s by the Canadian Government. Tourism officials developed standards from two job classifications: Event Manager and Event Coordinator. From these standards the International Special Events Society (ISES), a US based professional association, developed a voluntary professional certification program entitled Certified Special Events Professional (CSEP). Later, The George Washington University Event Management Program developed curriculum and assessment systems based upon the Canadian standards that would match the requirements for professional certification. The program’s four core courses provide a comprehensive education in the essentials of event management, and 11 elective courses allow students to specialize in specific areas of interest. The core courses are:
The elective courses include:
Course Delivery Formats The program offers students flexibility in their study by offering classes in three ways: Daytime business classes are offered three times per year during a three week intensive program. Students can come to Washington, DC and complete the required courses in this three week period. They must then complete independently the professional portfolio, comprehensive exam, and 50 hours of practicum within two years of taking their first class. The intensive program is designed for international and out of state students. The professional portfolio is the documentation of an actual event in which the student has participated. It requires the student to demonstrate an understanding of the research, design, planning, coordination and evaluation processes including administration, marketing, and legal, ethical, and risk management issues. It may include photographs, illustrations, floor plans, slides, and video tapes. Weekend classes allow students to take one course per month and earn their certificate in seven months. These classes meet on Friday evening and all day Saturday. This class structure primarily appeals to local residents as well as commuters from the mid Atlantic region. Distance learning enables students to study and earn their certificate at their own pace and location. These students complete their courses using the same materials as those in the classroom. Each distance learner receives a course manual, textbook, and (for the core courses) a professionally produced one hour videotape of a class in session. All distance learning students receive a unique password allowing them to enter specific internet sites to review curriculum, complete a mastery quiz, and search for jobs. In addition, distance learning students are directed to chat rooms where they are able to discuss their course work on-line in real time with industry professionals. Currently, access to the internet sites is only available for distance learning students, but is being considered as a future option for the other two programs. The job site is open to all current students and alumni and is safeguarded with a password. As most organizations searching for event managers contact the University, the job site is a valuable resource for students and employers alike. The George Washington University has consortium agreements with Spain, Brazil, the Philippines, and Puerto Rico and will soon be announcing others as the program is recognized internationally. In class, courses are delivered in a hands-on workshop environment using videotapes of actual events, as well as group projects to provide students with a dynamic learning experience. Students may enroll in just one course, as a course of interest, or complete the entire program and earn the Professional Certificate in Event Management. The instructors average between 15 and 25 years of professional experience in their area of expertise. Each instructor participates in professional development workshops sponsored by the University on an annual basis. These workshops have helped instructors develop their teaching styles by incorporating such tools as professional PowerPoint ™ presentations, thus improving overall satisfaction/quality ratings from students. Each student receives a professionally produced workbook with lecture notes and activities, a course textbook, and a copy of the instructor’s PowerPoint ™
presentation. The instructors refer to these materials throughout the course and assign readings for future review. RESULTS: Registrations The success of the program is impressive in terms of registration alone: in 1994 registration was 25 and by 1999 registration is over 2,000 students from 12 countries. Annually, over 2,000 individuals register for The George Washington University Event Management Program. Of the 2,000, over 500 distance learning registrations are received each year. As a result of this success, and a means of licensing the curriculum and stabilizing the delivery by partners, the University established The Consortium of
Event Management Programs. The consortium comprises four partners in higher education: University of San Diego; University of Vesprey, Hungary; Southern Oregon University; and Ana G. Mendez University in Puerto Rico. Graduates From the USA Today marketing department to the corridors of the Smithsonian Institution, graduates of the Event Management Program research, design, plan coordinate, and evaluate professional events. Typically, graduates work in associations as meeting planners, corporations in event marketing positions, and government as event organizers. Others work with festivals, retail shopping centres, broadcasting organizations, and numerous not-for-profit fundraising organizations. The median salary for these students is USD35,000 with the range between USD30,000 and USD50,000.
Success Stories Many students have used the program as an opportunity to switch careers. One example is a 50 year old woman who had worked for 25 years as a kindergarten
teacher. She realized that while teaching she had organized and conducted hundreds of events and enjoyed this activity. When her husband was transferred to Washington, DC she enrolled in the Event Management Program and soon
interviewed for a position as a meetings assistant in a professional trade association. She was quickly promoted and now is working in a field and job that she enjoys. Continuous Improvement Every course is evaluated by students in the areas of: course materials, teaching presentations, registration experience, and even the facilities where the courses are conducted. The Event Management Certificate Program has maintained a 3.5 average (within a four point scale rating) in most areas. If any area declines (receives less than a three or good rating) corrective action is immediately taken. In addition, course materials are frequently reviewed by a working member of the event management industry. This consultant provides a consistent real world perspective to ensure that event management theory supports real world challenges.
-Sharonda Bristow, Fannie Mae Foundation “After a computer Science degree and more recently an MBA, I have never taken a course that is so industry directed and expertly managed.” - Christopher Price, City Front Productions, Huntington Beach, CA Milestones The GWU Event Management Certificate Program has established many firsts, including:
WTTC Human Resource Centre COMMENT: Here is one course that is ensuring event managers are qualified professionals that can find careers in not only the Travel & Tourism industry but any sector that hosts events. The curriculum relevancy was assured by building upon a set of occupational standard - an excellent practice. George Washington University has developed solid course content and has demonstrated a range of effective delivery techniques.
Chapter 9 Suggested Web Sites: 1. Canada Customs and Revenue Agency (CCRA) Non-resident event and conference planners will want to visit the Canada Customs and Revenue Agency (CCRA) web site for various documents on-line and available
for download. These links include: Non-Resident Tour Operators Incentive Travel Organizers, Meeting Planners, and Convention Organizers, Canada’s Convention Services Program at a Glance, Welcome to Canada -
Your Guide to Bringing a Convention, Meeting, Trade Show or Exhibition Across the Canadian Border. For further information on these topics and other programs such as the Visitor Rebate Program, see Frequently Asked
Questions or contact CCRA directly. 2. Canadian Convention Bureaus For a listing of links to Canadian convention bureaus and interesting web sites visit Mendelsson’s links. Mendelssohn is Canada's oldest and most experienced
trade show customs brokerage firm, serving the U.S. and international markets for more than 80 years. Mendelssohn/Livingston has a network of more than 70 offices in Canada and the U.S. to serve the customs and transportation
needs of event management and exhibitors participating at Canadian events. 3. Montréal Convention Centre The Palais des Congrès de Montréal Convention Centre is located in the city core, functional, and housed in a showcase environment. All under one roof, the
sleek tubular steel, glass and concrete has forests of plants and soaring light-bathed atriums with wide hallways, and spacious staging areas to ensure smooth crowd flow. The Centre boasts Canada's largest ballroom with a
magnificent view of Montréal and all the state-of-the art services to ensure a successful event. The Greater Montreal Convention & Tourism Bureau located at <http:www.tourism-montreal.org/> also offer their
professional assistance to help an event manager plan and coordinate any type of convention or event in Montreal. Both offer a variety of services aimed at enabling the event planner to achieve their goals and ensure a
successful convention or event. 4. Folklorama Folklorama is Canada's Cultural Celebration and the largest event of its kind in the world. Organized by the Folk Arts Council of Winnipeg and produced by
20,000 dedicated volunteers, Folklorama celebrates the excitement of an ethnic kaleidoscope aimed to promote cultural understanding. The year 2000 festival brings together 40 ethnic communities and is presented over 14 Winnipeg
prairie-summer nights. The 40-plus international pavilions showcasing each unique heritage through exhilarating entertainment, traditionally prepared cuisine, and interesting displays of folklore. Visit the Folklorama site to
gain detailed information about the history of this event, upcoming activities, and attraction sector links. 5. Banff Centre for Conferences The Banff Centre is dedicated to the professional development of accomplished artists and managers. It is one of Canada’s most distinctive conference centres
and marketed as a national inspiration. Check out the four divisions of the Banff Centre on their web site: Centre for the Arts; Centre for Management; Centre for Conferences; and Centre for Mountain Culture.
6. Apple Blossom Festival The Apple Blossom Festival, which officially opens Nova Scotia's tourist season, has been recognized by the American Bus Association as one of the top 100
tourist events in North America. The festival, established in the pre-WWII era, is a tribute to the lush bounty of Annapolis Valley in Nova Scotia. The festival is traditionally hosted by a ‘Queen Annapolisa’ and includes such
community-based events as a desert making contest, community parade, duck race, and craft fair. Visit this site for detailed information on the history of this Canadian event, upcoming activities, information on volunteers and
event sponsors, and an account of the Annapolis Valley area. 7. Meeting Planners International (MPI) Meeting Planners International (MPI) is the premier educational, technological, and peer-interaction resource in the meeting industry. MPI is the largest
association of meeting professionals, with more than 17,000 members representing 64 different countries. This site offer links to an industry specific research centre, an online bookstore, online meeting resources, online
conference registration forms, and details on upcoming educational opportunities and other meeting-related information. MPI members visiting the site have access to a secure section with an international job bank, MPI member
planner, and a supplier directory. Anyone serious about the meeting planning industry should become familiar with the benefits of Meeting Planners International. 8. International Special Events Society (ISES) The International Special Events Society (ISES) was founded in 1987 to foster enlightened performance through education while promoting ethical conduct. ISES
works to join professionals to focus on the "event as a whole" rather than its individual parts. With nearly 3,000 members active in 30 chapters throughout the world, ISES members make up professionals from a variety
of special events disciplines including caterers, meeting planners, decorators, event planners, audio-visual technicians, party and convention coordinators, educators, journalists, hotel sales managers, and many more
professional disciplines. An ISES membership provides: professional development and certification (Certified Special Events Professional - CSEP); affiliation with local chapters; current information on industry trends through
educational programs; recognition through its prestigious awards program - the ISES Esprit Awards; resources through the ISES Worldwide Resource Directory - updated annually; and much more. Looking for the “the official and
premier magazine of the special events industry in North America” then check out SpecialEvents magazine. 9. Professional Convention Management Association (PCMA) The Professional Convention Management Association has created the PCMA Web - an excellent reference tool for Convention Liaison Council economic impact data, PCMA white papers, Convene research, industry news stories, and other important industry information. PCMA Web is the meetings industry’s most comprehensive and authoritative resource for industry publications, studies, and textbooks. Included online are the Convene archives with a searchable database and valuable directories including Affordable Sites & Cities, High-Tech Centers, and Association Resort Meetings; and popular special issues. The site offers numerous links featuring the association chapters, industry education, industry research, an industry toolbox, related publications, and membership information. 10. International Association of Convention & Visitor Bureaus (IACVB) The International Association of Convention & Visitor Bureaus (IACVB) represents over 1,100 professional members from over 480 bureaus in 30 countries. The association was founded in 1914 to promote sound professional practices in the solicitation and servicing of meetings and conventions. The IACVB's member bureaus represent all significant travel/tourism-related businesses at the local and regional level. They also serve as the primary contact point for their destination for a broad universe of convention, meeting, and tour professionals. This site provides information for both the IACVB members and meeting professionals. Convention and visitor bureaus can provide brochures and information about special events and attractions. Use this site to identify and contact the CVB at your next destination! The IACVB also has a new consumer web site at <www.OfficialTravelInfo.com> whereby the viewer may obtain travel information from the destination's only official source - the local convention and visitors bureau. Learn more about the location of your next vacation or meeting via the unbiased provider of information on attractions, facilities, and services in your next destination.
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