A Multidimensional Investigation of a Regional Event Portfolio: Advancing Theory and Praxis

Abstract

Event portfolios have remained a neglected area of study as the different event types have been studied predominantly as single events, separately from each other and with a focus on large-scale events. In addressing this omission this study investigates a regional event portfolio in Fort Stockton, Texas by employing qualitative methods, including participant observation in a sample of six events, seven semi-structured interviews with event organizers and analysis of events' archival documents. A dramatological perspective viewing events as dramatic stories that express versions of a community's social order was the conceptual framework that guided the analysis of events to examine their innate interrelationships. Results show that the event portfolio amalgamates sport and cultural performances and creates a symbolic social context, hence allowing the expression of different aspects of community life. The paper discusses how the interrelationships among different events engender and maintain complementarities that facilitate event implementations. It is concluded that events are interrelated both conceptually and functionally. Thematic continuities among events in the portfolio reconfirm the metaphoric messages, with each event reinforcing the claims of the others. Events are functionally interrelated by sharing common resources and elements, generating complementary markets and transferring practical know-how. This helps mobilize community resources and facilitates the synchronized use of events for achieving multiple purposes. Based on the theoretical and practical implications of the study, a multi-dimensional model is proposed that integrates the contextual, operational and socio-cultural dimensions of event portfolios and can guide further investigation in the management and policy research of event portfolios.

Planning and Leveraging Event Portfolios: Towards a Holistic Theory

“…In particular, relatedness refers to the ways that events complement one another. As Ziakas (2010Ziakas ( , 2013 demonstrated, relatedness may occur through: i) capitalization on capacity of an array of events to engender markets, ii) transfer of knowledge in organizing events effectively and efficiently, iii) utilization of theming that is symbiotically connected among different events to maximize their impact, and iv) the mobilization of shared resources, as well as v) volunteer pools that can facilitate event implementations.…”

“…Another dichotomy is between the economic and social development purposes sought through events. Nevertheless as it has been argued, the employment of cross-leveraging strategies within the context of a portfolio can integrate the economic and social purposes (Ziakas, 2013). To do so, however, academic research needs to shed light on the planning, management and leveraging of event portfolios.…”

“…To shed light on these grounds that an event policy network operates, it is necessary to identify the major constituents that impact on event portfolio implementation. It is thus proposed that event portfolio implementation entails a number of organizational antecedents and involves a series of implementation parameters (Ziakas, 2007(Ziakas, , 2013, as shown in Figure 3.…”

“…To do so, the development of an event portfolio capable of reaching a wide range of audiences (Chalip, 2004;Getz, 2008) and serving multiple purposes (Ziakas, 2013) constitutes a fruitful strategy for attaining the sustainability of event benefits and optimal use of resources in the provision that each event in the portfolio complements or reinforces the benefits bestowed by other events (Ziakas & Costa, 2011b). This can enable destinations to diversify and enrich their tourism product, build their image/brand, tackle seasonality, foster social networks supporting tourism, and generally, help achieve sustainable tourism development.…”

“…The first investigation of an event portfolio in the academic literature is the ethnographic research by Ziakas (2007). This research generated a series of studies examining the ways that the organic event portfolio of the rural community Fort Stockton in Texas serves community, tourism and economic objectives (Ziakas, 2010(Ziakas, , 2013Ziakas & Costa, 2010a, 2011b.…”