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Thus, we are often in a state of progression to more intense experiences. A parallel example can be found in services marketing, where our customers' satisfaction level is contingent upon the expectations they hold before receiving the service. Once we have experienced high-quality service we are forever changed and from that point on we want that level of service or better.

The way we view our leisure time may also be an agent for change that promotes attendance at events. As we live in a world that continues to get more stressful and we face greater pressures on the little discretionary time we have, the value of those minutes and hours becomes more precious. For many people the determining factor in leisure participation is no longer the dollar cost but the time cost. When the perceived value of that time goes up it is only natural that people will be much more calculating in how that quality-of-life resource will be spent.

In this era of blended families, extracurricular youth activities and career demands, the need and desire for family activities is at an all-time high.

Included in that complex equation will be criteria such as the following. Will it be a positive family experience? Will there be something for everyone to do? Will it be stimulating? If I get bored will there be other things to do? How does it compare to other activities going on at the same time? After all, no one wants to commit a Saturday afternoon to something that does not meet our expectations; once time is spent you can never get it back. These kinds of "leisure calculations" are important because it is more likely that complex events, rather than singular activities, will be able to deliver the experiences people want: family togetherness, arousal or stimulating our senses, multiple benefits, and things for many different ages and interests to do.

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There exists an ongoing need to examine every program produced and seek ways to add special elements that will provide an extra level of excitement for the participant.

A growing number of studies have been done about special events and we now have a pretty clear idea about why people participate in these activities. The following eight motives have emerged from an array of festival studies and one or all may be present in any given event. However, it should be remembered that the emphasis placed on these motives might vary by the type of event, by individual and over time. 1. Escape from life's daily routine. Events can temporarily transport people to a different time, place or culture. In some cases participants may actually take on a new persona to fit that experience. A Renaissance festival is a good example.

2. Excitement. Anticipating and experiencing something very different and exciting such as a major fireworks display is a motive.

3. Social interaction. As our lives become more insular and compartmentalized we seek out ways to meet others, and events may thrust us among crowds of very similar or dissimilar people. A homecoming or reunion can satisfy the need to meet others.

4. Fun/recreation. Events are very egalitarian in that participants often loose their identity in the masses and then can relax and have fun without worrying what others might think. Many simple pleasures can be derived from all kinds of events.

5. Hobbies/skills. Ardent hobbyists and others fervent about their favorite leisure activities frequently want to advance to higher echelons of their respective social group. Some specialized events are highly prized as they can deliver new skills and networks to participants. A good example is the annual Bloomington Gold Corvette Show.

6. Ego-enhancement. Most people won't admit to this one. If you have seen or experienced something firsthand that your friends value but have not participated in, you have a valuable and prized experience that they do not. It was you who saw all the Monet paintings not them. It was you who was in the stands and saw McGuire hit that homer. It was you who got tickets for that ultimate concert or performance. That is part of the appeal of events. If you don't go to them when they are produced you might have to wait another year or longer to gain that experience.

7. Kinship relations. In this era of blended families, extracurricular youth activities and career demands, the need and desire for family activities is at an all-time high. Depending on family interests almost any event can meet this important goal.

8. Education. Some events can provide learning experiences, and many individuals try to satisfy their own curiosity as well as providing children with an experience that is both educational and recreational. Cultural events are a great example of how we can learn and have fun.

Space does not permit a lengthy discussion of these motives, but if we look closely at those around us and personally reflect on our own reasons for participating in leisure activities it is likely that most would agree that these eight motives will propel even greater attendance at events in the future. The social forces underlying them are unlikely to abate.

What this means for leisure service providers is there exists an ongoing need to examine every program produced and seek ways to add special elements that will provide an extra level of excitement for the participant. I vividly remember Leon Younger, the former director of Indy Parks, telling me that most of what his agency does is "evening." Whatever the gathering—a press conference, children's birthday party or softball tournament—they are turned into events in their own right. The concept of "evening" is here to stay and represents a way of thinking for recreation programmers.

Adding the frills and things that make events truly special takes resources. Often such changes may be very expensive to implement but the very nature of events provides new opportunities for revenue generation and the infusion of additional human resources. The event industry would not be where it is today without corporate sponsorship support.

Powerful trends in marketing and promotion will continue to drive sponsoring organizations in all sectors to develop closer and richer relationships with customers or clientele. We know for certain that these organizations are willing pay for access to targeted audiences and to enter a businesslike arrangement to achieve their goals. Special events, or parts of them, that have strong appeal and recognizable value to the participant may be priced to create revenue streams that less unique activities cannot generate. Similarly, merchandising and concession revenues may also be used to generate resources necessary to make things special. Event managers and local officials are well aware of the ability of events to generate tourism revenues and such power can be leveraged to justify additional government support.

Cash may be most desirable resource of all for the event producer, but significant opportunities exist for forming partnerships with other organizations as well as creating an aura or atmosphere to which volunteers will

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flock. Who wouldn't want to be a part of producing the most important event in your community (a little ego-enhancement here)?

What does the growing demand for events mean for park districts? Assuming one embraces the concept of "eventing," it appears that park districts are in an enviable position when it comes to event production. Firstly, their staffs already produce recreational programs and the extension to "eventing" should be a natural. Second, park districts and forest preserves and other kindred government agencies control many of the venues where events are held (e.g., parks, streets, squares, arenas). Such control will be a critical factor in determining the scope and content of events in the future. If you need an example of where this might be going just remember the role of the Mayor's Office of Special Events in Chicago in approving new events that use public resources. Thirdly, recreation professionals are unquestionably the best at producing programs for youth, and this fits closely with the important family-togetherness motive for event participation.

What's the next step? Many park and recreation agencies have already recognized the power of events and have created new positions for event producers. As the notion of "eventing" takes hold, the roles of generalist event producers will probably be absorbed back into programming. However, various new organizational configurations may emerge to most efficiently produce events as it is unlikely existing staffing structures will be adequate. For example, a small cadre of individuals might be assigned full time to the production of one event with teams of specialists (logistics, volunteer coordination or security) that divide their time between all the events produced across the agency.

With change comes a need for new knowledge and networks. The event industry has matured rapidly in the past two decades. Associations supporting the industry such as the International Festival and Events Association have expanded dramatically, and many universities have begun to offer courses in event management and arrange for event-related internship experiences. A growing number of research studies have been conducted, a scholarly journal has been started and the number of textbooks and other references grow annually. Corporate America has recognized the promotional opportunities of partnering with events and many companies have hired staff to find suitable events, or they work with organizations such as IEG (International Events Group), Inc. to help find an ideal match.

Park planning and design will also be affected as suitable venues for events are filled to capacity or become outmoded. Open space may need to be reconfigured to provide more suitable places to hold

Festival / Special Events Resource List — IFEA's bimonthly magazine International Festivals and Events Association (IFEA) P.O. Box 2950 Port Angeles, WA 98362-0336 ph: 360.457.3141 fax: 360.452.4695 www.ifea.coms Bruce Skinner, president IFEA was established 45 years ago as the first association to support the festival and event industry. Its growing membership represents more than 2000 events from across North America and Europe. IFEA provides an array of member services, which include a bimonthly magazine, annual conferences, a library of resources and group discounts for services like event insurance. Illinois Special Events Network (ISEN) 5411 E Street, #345 Rockford, IL 61108 ph/fax: 815.964.4052 Cyndie Hall, president ISEN was started about 10 years ago to address the local needs of event producers and then merged with IFEA as a state affiliate. The goals of ISEN are much like IFEA only that they are trying to cater to smaller organizations. Membership in ISEN or IFEA is priced on a sliding scale depending your event's budget and one membership serves both organizations. Event Management and Event Tourism (1997) by Donald Getz is presently the most definitive textbook (not a how-to manual) on event management. It is available from Cognizant Communications Corp., 3 Hartsdale Road, Elmsford, New York, 10523-3701 (384 pages). Special Events: Best Practices in Modern Event Management, 2nd Ed. (1997) by Joe Jeff Goldblatt. This text is aimed at the entry-level event producer and covers many relevant management issues. Van Nostrand Reinhold; New York (382 pages). — continued on page 20

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Resource List continued Special Events: Inside and Out 2nd Ed. (1997) by Steven Wood Schmader & Robert Jackson (108 pages). Making Special Events Fit in the 21st Century (1997) by Robert Jackson (136 pages). Both of these works have been written expressly for the practitioner and provide ideas and advice from two experienced event producers. They are available from Sagamore Publishing 804 N. Neil St, Champaign, IL 61820. • • compiled by Bruce E. Wicks, Ph.D.

events. When Baltimore Harbor was rebuilt in the 1980s, space was developed in that city setting for festivals and performances. The designers recognized the need for accommodating gatherings of people on an urban scale. Milwaukee has its own festival grounds that are used to host an array of popular events and may serve as a model for other cities. No doubt many other innovative designs will flourish in the future.

A buzzword in information technology these days is "convergence" or combining of two or more individual products into something totally new. The Internet has opened personal computers up to telephony, streaming audio and video, and as machines to view movies and listen to music. Wireless communications will dramatically change what cell phones can do, as phones, PDAs, pagers and PCs morf into something new.

That analogy is at the heart of recreation and special events. Many individual activities we produce or participate in will converge with others into new and more dynamic experiences that meet the needs and wants of clientele in the new millennium. •

BRUCE E. WICKS, Ph.D.
is associate professor in the Deportment of Leisure Studies and director of the Office of Recreation and Tourism Development for the University of Illinois at Urbana-Champaign. Wicks also serves on the board of directors of the International Festival and Events Association. He can be reached at 217.333.6160 or b-wicks@uiuc.edu.

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