Private events, athletic events, public events, and fairs and festivals are all part of the special events business. Because they are not part of the host’s regular business, program, or activity, they are referred to as “special” events.
Special events are usually entered on hospitality or entertainment, and hence are more social than business in character. That isn’t to suggest they don’t have commercial goals; while some are merely festive, many are hosted for marketing, advertising, promotion, and sales purposes.
Each of these main categories of special events is made up of a variety of particular events.
Let’s have a look at the types of special events.
CELEBRATIONS AND PARTIES ARE A PART OF A SPECIAL EVENT
People usually associate private gatherings with parties and festivities, such as receptions, banquets, birthdays, bar/bat mitzvahs, marriages, and anniversaries.
A private event, on the other hand, is one that is focused on a select audience of invited guests and is not available to the general public. As a result, there are various sub-categories under the private events category of special events.
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EVENTS FOR BRAND COMMUNICATIONS
Retail events, launches, fashion shows, award ceremonies, openings, and premieres are examples of private brand marketing events. For the most part, these are exclusively open to invited visitors. While brand events are their own industry, they fall within the area of special events, with some falling under the private events category and some, as we’ll see below, falling under public events or fairs & festivals.
EVENTS RELATED TO THE LOCAL COUNCIL AND THE GOVERNMENT
Royal weddings, Presidential inaugurations, New Year’s Eve festivities, official commemorative events, street parties, and town festivals are examples of public events arranged by local councils or governments for the purpose of celebration or amusement.
FESTIVALS / PARADES / RALLIES
Parades, public performances, non-commercial festivals, rallies, and demonstrations are examples of others. Community groups, political, religious, and non-profit organizations may hold World Zombie Day or Chinese New Year Festivals to commemorate, educate, and demonstrate.
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PUBLIC LAND, COMMERCIAL FESTIVALS
Although conducted on public property and open to the public (in the sense that anyone may buy a ticket), certain commercial festivals, such as Nevada’s Burning Man or Aspen’s Food & Wine Classic,
are ticketed, for-profit commercial events and are thus classified separately from free-to-attend public events.
Other commercial festivals, such as the Glastonbury and Coachella music festivals in the United Kingdom and the United States, are hosted on privately owned property and may therefore be
separated from public events.
EVENTS AT A NATIONAL LEVEL
Many regionally and globally recognized events are included in the athletic events category of special events. The NFL Super Bowl, Kentucky Derby, and US Open are among those in the United States, while the Formula 1 Monaco Grand Prix, Wimbledon Tennis Championships, and Le Tour de France are among those in Europe.
These established events sometimes incorporate several subsidiary events as part of the official schedule, such as charity previews, opening ceremonies, closing galas, award ceremonies, sponsor parties, and other hospitality events, in addition to the primary athletic event.
Non-corporate and non-trade events are referred to as special events under a broad umbrella word.
As a result, the four primary categories cover a wide range of events, some of which are sub-sectors of the event business in and of itself, such as brand marketing or fundraising events.
While many special events may be classified into several categories, an event’s fundamental goal, rather than its structure, should ultimately define it.