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Chapter 1 Introduction

DOI: 10.23912/978-1-911396-91-8-4203

ISBN: 978-1-911396-91-8

Published: September 2019

Component type: chapter

Published in: Event Portfolio Management

Parent DOI: 10.23912/978-1-911396-91-8-4260

Abstract

The increasing use of planned events by cities, regions and countries worldwide to achieve their policy goals and obtain economic, tourism, place-marketing, or broader community benefits has led to the creation of city-wide programmes staging a series of recurring events all year round. The strategic intent of host communities and destinations to manage a calendar of events engenders the development of event portfolios. For example, the cities of Edinburgh (City of Edinburgh Council, 2007), Gold Coast (City of Cold Coast, 2011) and Auckland (ATEED, 2018) have developed, their own strategic portfolios by assembling and coordinating a balanced number of periodic events of different type and scale. Portfolio strategies have also been employed on national level, for example, in Wales (Welsh Government, 2010), Scotland (Visit Scotland, 2015) and New Zealand (Cabinet Office Wellington, 2004). The endeavour of places to develop event portfolios lies upon the alignment of their event strategies with their policy agendas. In so doing, the underlying rationale is to create a diversified portfolio of events that take place at different times of the year and that appeal to audiences across the span of consumer profiles which a host destination seeks to target (Chalip, 2004; Getz, 2013; Ziakas, 2014). From this standpoint, multiple purposes can be achieved by leveraging the event portfolio and fostering synergies among different events and their stakeholders in order to optimise the overall portfolio benefits and value.

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Antchak, Ziakas & Getz, 2019

Antchak, V., Ziakas, V. & Getz, D. (2019) "Chapter 1 Introduction" In: Antchak, V., Ziakas, V. & Getz, D. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-911396-91-8-4203

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