Unt One
Creation and Development of Meetings，Conventions and Expositions Industry History of Meetings，Conventions and ExpositionsFor as long as there have been people，there have
been meetings．Archaeologists，in their investigationsof ancient cultures，have found primitive ruins thatfunctioned as common areas where people would gatherto discuss communal interests，such as hunting plans．war-time activities，negotiations for peace，or theorganization of tribal celebrations．This OCcurred asnomadic lifestyle gave way to civilizations based on onegeographic area．Each village，hamlet，or city had itscommon gathering place．As certain geographic areasgrew and became centers of commerce，dynamic citiesemerged as gathering places for people wanting to tradegoods or discuss public problems．
Cities have always had a plethora of financial，technical， and intellectual resources that have madethem an important factor in the history of mankind．Ascities became the hub of activity for geographic regionsand as transportation from location to locationimproved，the ability to gather for the discussl'on ofcommon interest became more prevalent．Trade associationsas well as professional， fraternal， and religiousorganizations assembled to address issues relevant to their membershiD．Discussions of trade regulations and the selling or trading ofgoods were also important reasons for congregating-
Though there were many trade，professional，fraternal and religiousassociations with historical roots throughout Europe，it wasn't until the mid1800's that SUch activity took place along the eastern seaboard of NorthAmerica．As America grew，SO did its trade，professional，fraternal，andreligious associations．
Increased association activity led to the need for more meetings amongassociation members．In l896，a group of Detroit businessmen decided thatthese groups and the meetings they held provided significant revenue tOwhatever host city they met in．They acknowledged that these organizationsand the meetings，conventions，and expositions they held were somethingdesirable to have in one's community．These businessmen had the forethoughtto develop what is now recognized as the first convention bureau．The purposeof this bureau was tO attract these organizations tO the city of Detroit．It wasnot tOO much later that other cities followed suit．
Shortlv after the turn of the century(1910)，the hospitality industryfounded its first professional organization called The American HotelProtection Association，presently called the American Hotel and MotelAssociation．The convention bureaus that were forming all OVer the countryorganized themselves in 1914 tO form the International Association ofConvention Bureau．This association later became known as the InternationalAssociation of Convention and Visitors Bureaus(IACVB)．In 1927，the HotelSales Management Association was formed，which evolved into the Hotel Salesand Marketing Association International．These associations were theforerunners of numerous associations designed to improve and professionalizeindividuals and corporations associated with the hospitality industry．In 1949，the meetings， conventions， and expositions industry was growing at atremendous rate，as were the associations affiliated with this industry．Thereforethe Convention Liaison Council was developed tO provide acentralized clearinghouse of information related to the meetings，conventions，and expositions industry．
Although this industry was experiencing growing pains within its ranks，itwas also experiencing other more serious problems．Hotels were not designedto host grOUps and basically had no desire tO play an active role in this very dynamic industry．It was not until hotel chains，such as Holidav Inn．Sheraton，Hilton，Marriott，and Hyatt，began recognizing the importance ofmeetings，conventions，and expositions to their economic well-being thathotels solicited group business．These chains took the purely functionalmeeting facilities of the 1950s and built upon the concept and worked with themeeting planners and association executives to design state of the art meetingfacilities fashioned to promote meetings，conventions，and expositions．
In conj unction with the changes being made in the physical facilities，hotels realized the need for individuals whose primary responsibilities were tOservice meetings，conventions，and expositions．The concept of the conventionservice manager is often attributed tO Jim Collins，a young salesperson at theChicago Conrad Hilton Hotel．Collins recognized the need for someone tO acton behalf of the groups meeting at their properties as well as someone to workin conj unction with the group'S meeting planner and the associationexecutives．In 1989 the Conventions Service Managers united to form theirown professional association，the Association for Convention OperationManagement(ACM)．It was also in this year that the U．S．Department ofLabor added the job title of meeting and convention planner tO its NationalOccupational Code Directory．
On the other side of the earth，in Australiathe industry was alsogrowing in the form of celebrations and events．It originated from people'sneed to mark the important occasions in their lives．and tO celebrate the keymoments．Probably the first'event'in Australia after the arrival of the FirstFleet was a bush party to celebrate the coming ashore of the women convicts in1788．Celebrations started to evolve to include balls，shows and travelingentertainments．
However，it was not until after World Ward II that a home-grown form ofcelebration took hold across Australia．In the 1940s and 1950s，city and townfestivals were established，which created a common and enduring format of afestival with an aboriginal or floral name，a'Festival Queen'competition，street parade，outdoor art exhibition and sporting event．Holding such afestival has become a badge of civic pride．They gave the cities and towns asense of identity and distinction，and became the focus for community groupsand charity fundraising．It is a tribute to their importance tO communities thatmany of these festivals still continue after half a century．
Alongside this movement of community festivals was another veryDowerful model．In1904 the Edinburgh Festival was founded as part of theDost-war sDirit of reconstruction and renewal．In Australia，the Festival ofPerth(founded in 1953)and the Adelaide Festival of the Arts(founded in1960)were based on this inspiring model．The influence of the EdinburghFesrival proved to be enduring，as shown by the resurgence of arts festivals inSvdney，Melbourne and Brisbane in the 1980s and 1990s．
The 80s saw an economic boom in Australia and the success of the LosAngeles Olympic Games．Events corporations formed tO demonstrate thateconomic benefits could be generated through special events．Thus theAmerica'S Cup Defence in Perth and Fremantle in 1986-87 was treated as anopportunity tO put Perth on the map and tO attract major economic and tourismbenefits to the hosting community．By 1988，there was a boom in specialevents，with Australia'S Bicentenary seen by many as a major commemorativeprograi¨and vehicle for tourism．This boom was matched by governmentssetting up state events corporations，thereby giving public sector support tOsDecial eventS as never before．The Bicentenary also left a legacy of publicspaces dedicated to celebrations and special events．
solicits0lisit vt 设法获得；恳求
fashion'fmj'an vt 使适合；使适应
titletait(a)1 职别
originateo'ridaineit vi 起源；发生
ashoreo'la： adv 向岸地；在岸上地
convict'kanvikt 罪犯；囚犯
enduringindjuari0 持久的
aboriginal,aebaridaonal 土著的；土著居民的
floral'fla：ral 花似的；花的
paradepareid 游行
badgebaed3 标记；象征
civic'sivik adj 市民的；公民的
distinctiondistioky(a)n 非凡；殊荣
charity'tlmriti 慈善；慈善团体
fundraising'fand．reizi 筹款；募款
tribute'tribju 证明；称赞
renewalrinju(：)al 复兴；恢复
resurgencerisa：d3ans n 复兴；苏醒
boombu：m 段时间的经济繁荣
demonstrate'demonstreit vt 证明
commemorative ko'memorotiv adj 纪念的
legacy'legasi 遗产
give way t0 让位于
relevant t0 与...有关的
follow suit 跟着做；仿效
build upon 发展；以...为基础
state of the art 发展水平或最新水平
in conjunction(with) (与)...相连，(与)...一起
be attributed t0 归功于
on behalf of 作为...的代理；为了
take hold 扎根
set up 建立
dedicated t0 为某一特定的用途
Detroitdi'trait 底特律
International Association of Convention and 国际会展旅游推广协会
Association 国际旅馆营销联盟
International Convention Liaison Council 会议协调委员会
Holiday Inn'holidi in 假日旅馆
Sheraton'erat(o)n 喜来登宾馆
Hilton'hilton 希尔顿酒店
Marriott7moeriat 玛利洛特饭店
Hyatthaiot 悦来集团名为悦来)
Chicago Conrad Hilton一'konreed'hilton 芝加哥康拉德希尔顿酒店
Association for Convention's 会务管理委员会
National Occupational Code Directory 全国职业编码目录
1．This occurred as nomadic lifestyle gave way to civilizations based on onegeographic area．
它出现在定居文明取代游牧生活方式的时期
2．Cities have always had a plethora of financial，technical，and intellectualresources that have made them an important factor in the historv ofmankind．
城市总是拥有的过多的金融、技术和智囊资源，这便使城市成为人类历史中的重要因素
3.were something desirable to have in one's community．
......是自己的社区值得追求的
4． These associations were the forerunners of numerous associations designedto improve and professionalize indi，iduals and corporations associated withthe hospitality industry．
这些协会是许多协会的先驱，其创办旨在提高与接待行业相关的个人和公司的水准并使之专业化
5．...as were the associations affiliated with this industry．
......从属于这个行业的协会也一样
6．Although this industry was experiencing growing pains within itsranks
尽管本行业正经历着自身发展的种种艰难，...
7．These chains took the purely functional meeting facilities of the 1950s andbuilt upon the concept and worked with the meeting planners andassociation executives to design state of the art meeting facilities fashionedto promote meetings，conventions，and expositions．
这些连锁集团承接了(20世纪)50年代纯功用型的会务设施，并拓展了会务概念他们与会议企划人员和公司执行官员合作，设计最新颖的会务设施，以招徕会议、会展和展览
8．The conceDt of the convention service manager is often attributed to JimC01lins．
会务业务经理这一概念通常被认为是由吉姆柯林斯确立的
9．It is a tribute to their importance to communities
这一点证明了重大活动对社区发展的重要性......
10．This boom was matched by governments setting up state eventscorporations，thereby giving public sector support to special events asneve，befo re．
与此迅猛发展的势头相适应，各地政府成立了州一级的重大活动机构，由此政府部门给予重大活动前所未有的支持
Task for Comprehension
Answer the following questions．
1．When did the most primitive gathering place con!e into existence?Why
do you think it occurred during that historical period?
2．What are the fundamental merits of the cities that enabled them to
become centers for meetings? '
3．Who proposed to establish the first convention bureau?What purpose
did it desire to achieve?
4．What role did the Convention Liaison Council play in the convention
history In which way did it differ from the first convention bureau?
5．What did the hotel chains do in the development of the COnvention industry?
6．Who put forward the concept of convention service manager?Do you
think it is welt-timed?
7．What are the essential features of the industry in Australia?Were thesefeatures evident in USA?If not，how can you account for such a difference?
8．Which of the following places is likely to have played an important rolein the development of the industry，a village，an inland town or a coastalcommunity?Please state some reasons to support your argument．
9．Arrange the following expressions in such an order as to reflect the development of the industry．
Convention Liaison Council convention service manager hotel chain thefirst convention bureau the International Association of Convention and VisitorBureau trade association tribal celebration
The Event Management Profession and Its Subfields Event management is a profession that requires public assembly for thepurpose of celebration，education，marketing，and reunion．Each of theseoverarching activities is encompassed by the profession of event management．Although it can be argued that like tourism，event management is actuallycomprised of many industries，increasingly as data are gathered and scientifictests conducted，it becomes more apparent that event management represents aunique body of knowledge．
According tO experts in the field of professional certificationallprofessions are represented by three unique characteristics．The professionmust have a unique body of knowledge；the profession typically has voluntarystandards that often result in certification；and the profession has an acceptedcode of conduct or ethics．The profession of event management meets each ofthese qualifications．
Let us explore further the definition of event management．The termpublic assembly means events managed by professionals who typically bring people together for a purpose．Although one person can certainly hold an eventby himself or herself，arguably it will not have the complexities of an eventwith lo or10，000 people．Therefore，the size and type of group will determinethe level of skills required by a professional event manager．
The next key word is purpose． In daily lives events take placespontaneously，and as a result are sometimes not orderly，effective，or onschedule．However，professional event managers begin with a specific purposein mind and direct all activities toward achieving this purpose．Event managersare purposeful about their work．
The third and final key component consists of the four activities that
represent these purposes：celebration，education，marketing，and reunion．
Celebration Celebration is characterized by festivities ranging from fairsand festivals to social life-cycle events．Although the term celebration can alsobe applied to education，marketing，and reunion events，it serves tO encompassall aspects of human life where events are held for the purpose of celebration．When one hears the word celebration，an image of fireworks or otherfestivities typically is imagined．In fact，the word celebration is derived fromthe Latin word celebrate．meaningto honorAnother commonly accepteddefinition is"to perform"as in a ritual．Therefore，celebrations usually referto official or festive functions such as parades，civic events，festivals，religiousobservancespolitical events，weddings，anniversaries，and other events tiedtO a person'S or organization'S life cycle or of historical importance．
Education From the first event in kindergarten or preschool to meetingsand conferences where many adults receive continuing education throughouttheir entire adult lire，educational events mark，deliver，test，and supportgrowth for all human beings．This growth may be social，such as the highschool prom，or it may be professional，such as a certification program．Regardless of the purpose，a public assembly is either primarily or secondarilyeducationally related．
The term educate iS also derived from Latin；the term educate means to"lead OUt．"Through education events，event managers lead out new ideas，emotions，and actions that improve society．Examples of education eventsinclude convocations， commencements， alumni events，training at acorporation，meetings and conferences with specific educational content，and afairly new activity known as edutainment．Edutainment results from the use ofentertainment devices to present educational concepts．Throughentertainment，guests may know，comprehend，apply，analyze，and evenevaluate specific subject matter．It may be used to lead out new ideas toimprove productivity．
Marketing Event marketing，according to Advertising Age，is now anintrinsic part of any marketing plan．Along with advertising，public relations，and promotions，events serve to create awareness and persuade prospects topurchase goods and services．These events may be private，such as the launchof a new automobile before dealers or the public，as in Microsoft'S Windows95 program．Retailers have historically used events to drive sales，and nowother types of businesses are realizing that face-t0-face events are an effectiveway to satisfy sales goals．The appearance of soap opera stars at a shoppingcenter is an example of many types of promotions used to attract customers topromote sales
Reunion When human beings reunite for the purposes of remembrance，rekindling friendships，or simply rebonding as a group，they are conducting areunion activity．Reunion activities are present in all the event managementsubfields because once the initial event is successful，there may be a desire toreunite．The reunion activity is SO symbolic in the American system thatPresident Bill Clinton used this theme for his inaugural activities．
Anthropology historically has recognized a four-field approach to thisestablished discipline．However，the profession of event management iSencompassed by many specialized fields： advertising， attractions，broadcasting，civic，corporate，exposition，fairs，festivals，government，hospitality，meetings，museums，retail，and tourism．These subfields are notscientifically categorized--there are many linkages between them．Thefollowing are descriptions of some event management subfields．
Expositions Closely related to fairs and festivals is the exposition．Although divided into two categories--public and private--the exposition hashistorically been a place where retailers meet wholesalers or suppliers introducetheir goods and services to buyers．Some marketing analysts have suggestedthat it is the most cost-effective way to achieve sales，as people who enter theexposition booth are more qualified to buy than is a typical sales suspect．Furthermore，the exposition booth allows，as do all events，a multi-sensoryexperience which influences customers to make a positive buying decision． Amajor shift in this field has been to turn the trade show or exposition into a iivemultisensory event with educational and entertainment programs being offeredin the various booths．Like many others，this field is growing．Although soreesmaller trade SHOWS have consolidated with large ones，j ust as many or perhapsmore SHOWS are being created each year．This spells opportunity for savvyevent marketers who wish to benefit from this lucrative field．
Fairs and Festivals Just as in ancient times，people assembled in themarketplace tO conduct business，commercial as well as religious influenceshave factored into the development of today'S festivals，fairs，and publicevents．Whether a religious festivaI in India or a music festivaI in the UnitedStates，each is a public community event symbolized by a kaleidoscope ofexperiences that finds meaning through the lives of the participants．Thiskaleidoscope is comprised of performances，arts and crafts demonstrations，andother media that bring meaning tO the lives of participants and spectators．
These festivals and fairs have shown tremendous growth as small and1arge towns seek tourism dollars through such short-term events．Somecommunities use these events to boost tourism during the slow or off-season，and others focus primarily on weekends tO appeal to leisure travelers．Regardless of the reason，fairs(often not-for-profit events but withcommercial opportunities)and festivals(primarily not-for-profit events)provide unlimited opportunities for organizations to celebrate their culturewhile Providing deep meaning for those who participate and attend．
Hallmark Events The growth of the Olympic Games is but one exampleof how hallmark events have grown in both size and volume during the pastdecade．From America'S Cup to Hands Across America to the centennialcelebration of the Statue of Liberty，the 1980s were a period of sustainedgrowth for such mega-events．Although television certainly helped propel thisgrowth，the positive impact of tourism dollars has largely driven thedevelopment of these events．Ironically，the world'S fair movement appears tohave ebbed，perhaps due tO the fact that the inventions that previous world'Sfairs showcased (space travel， computers， teleconferencing)have becomecommonplace and there is no need tO offer further predictions because thesesupposedly future happenings actually occurred before the fairs opened．Thisprovides an opportunity to reinvent，revive，and perhaps sustain this hallmarkpVelltMeetings and Conferences The Convention Industry Council，anorganization that represents over tWO dozen organizations in the meeting，conference，and exposition industries，states that the annual contribution tothe U．S．economy by these industries is over$80 billion．Since widespread useof the jet airplane in the 1950s，meetings and conferences have inultiplied bythe thousands as attendees jet in and out of cities for three-and four-davevents．These events are primarily educational seminars that prclvidenetworking opportunities for both association members and corporateemployees．Whether a corporate or association event．the globalization of theeconomy has produced significant growth in international meetings，and as aresult，event managers are now traveling constantly both domestically andinternationally．
Tourism Since the U．S．bicentennial in 1976，when literally thousandsof communities throughout the United States created celebrations，eventtourism has become an important phenomenonAccording to a study conductedin 1994．those communities that do not have the facilities to attract the largestconventions are turning increasingly tO event tourism as a means of puttingheads in beds during the off-season and weekends．Whether it is in tIle forrn ofarts and crafts shows，historical reenactments，music festivals，or other eventsthat last anywhere from l t010 days，Americans are celebrating more thanever before and profiting from event tourism．From taxpayers tO politicalleaders tO business leaders，more and more stakeholders are becoming investedin event tourism．According to a 1999 study by the Travel IndustryAssociation of America，one-fifth of adults visited a special event(fair，festival，other)while oi"1 vacation．
Word List
assemblya'sembli 集合；集会
overarching,ouvor'a：tfira 包罗万象的；支配一切的
encompassin'kAmpos 包含；包括
certifications0：tiffkeif(a)n 扎认证；证明
voluntary'valontari； adj 非官方的
ethic'eOik 执行为准则则
arguably'0：gOubli adv． 可论证地
spontaneouslyspanteinjasli adv 自然地
ritual'ritfual 典礼；(宗教)仪式
observanceab'za：v(a)ns 仪式
anniversarytoni'va：sari 周年纪念
promprom 正式舞会
convocation,kanva'keif(o)n 毕业同学会集会
commencement 'ka'mensmant n 毕业典礼
alumnusa'lamnas 男校友
alumni pl．a'lAmnai 毕业生，校友
comprehend,kampri'hend vt 领会；理解
intrinsicin'trinsik n 彩固有的；内在的
prospectpra'spekt； <美>可能的主顾；准客户
'praspekt(US) 托者的人
rekindleri：'kind(a)1 V 重新点燃
rebondri：'band V 重新联系
subfield'sabfild；'sabfi：ld 学科的分支；分科
initialinil(a)1 adj 最初的
inaugurali'na：g：iur(a)1 adj 就职的
wholesaler'haul．seila(r) 纸批发商
analyst'eenalist n 分析家
cost-effective'kastifektiv adj 具有成本效益的；划算的
boothbu：6 货摊；售货亭
qualified'kwalifaid adj 有资格的
multi-sensory,mAltisensari adj 多种感官并用的
consolidatekan'salideit (使事物)联合或巩固
spellspel 招致(某事物)；意味着
savvy'saevi adj 精明的；能干的
lucrative'lu：krativ adj 赚钱的；可获利的
factor'fmkta(r) V 把...作为因素考虑
kaleidoscopek0'laidaskoup 行万花筒；千变万化
spectatorspek'teita(r)； n 观众
off-seasonaf,si：z(a)n 淡季
hallmark'ha：lma：k 标志；特点
centennialsenteniol adj． 一百年的
sustainso'stein vt 持续
mega-event'me90i'vent 托大规模活动
propelpro'pel vt 推进
impact'impmkt 冲击(力)；影响
ironicallyairanikoli adv． 说反话地；讽刺地
ebbeb vi (潮水)退；衰退
showcase'foukeis vt 陈列
commonplace 'komonpleis adj． 平凡的
reinvent,ri'invent vt 彻底改造
reviverivaiv 训(使)复兴
multiply'mMtiplai 增加
attendeeo．tendi： 出席者，参加者
jetd3et vi 飞速移动
seminar'semina：(r) 竹研究会
globalization,910ubolaizeiyon 全球化，全球性
domesticallydo'mestikoli adv 国内地
literally'litoroli adv 差不多；简直
phenomenonfi'nominon 现象
reenactment,rift'nmktm(o)nt 再次演出；再次展现
taxpayer'taekspeio(r) 行纳税人
stakeholder'steik．houldo(r) 投资者；利益共享者
be comprised of 包含，由...组成
on schedule 按时
consist of 由...组成
regardless of 不管，不顾
lead out 引导；领出
Hands Across America 1986年美国为募集捐款而的手
Statue of LibertY-stoetju：liboti 自由女神雕像
Notes to the Text
1．Although it can be argued that like tourism，event management is actuallycomprised of many industries，increasingly as data are gathered andscientific tests conducted，it becomes more apparent that event managementrepresents a unique body of knowledge．
尽管对大型活动管理是否像旅游业一样是由许多行业组成的这个观点还有争论，但是随着收集到的数据和进行的科学测试的增长，愈趋明显的是，大型活动管理本身代表着一个独特的知识体系
2．Some marketing analysts have suggested that it is the most cost-effectiveway to achieve sales，as people who enter the exposition booth are morequalified to buy than is a typical sales suspect．
一些营销分析人士提出，这是最划算的促销方式，因为与一般具有购买倾向的客户比，进人展馆的人更具有购买资格
3．Although some smaller trade shows have consolidated with large ones，justas many or perhaps more shows are being created each year．
尽管一些小型商交会已并人了大型交易会，但是每年举行的交易会数量仍和往年一样，或许更多
4．Whether a religious festival in India or a music festival in the United States，each is a public community event symbolized by a kaleidoscope ofexperiences that finds meaning through the lives of the participants．
无论是印度的宗教节日还是美国韵音乐节，每一个节日都是社区的公共大型活动，它通过千变万化的活动来表现，通过参与者的生活方可领会到这些活动的意义
5．Ironically，the world'S fair movement appears to have ebbed，perhaps dueto the fact that the inventions that previous world'S fairs showcased(spacetravel，computers， teleconferencing)have become commonplace and thereis no need to offer further predictions because these supposedly futurehappenings actually occurred before the fairs opened．
具有讽刺意义的是，世界博览会的发展似乎已经进入了低潮，或许是因为前些次在世博会上展出的新事物(如航天旅行，电脑，远程会议等)已经极其普通，而且由于这些被认为属于未来的事物在展览会开幕之前就已问世，因此没有必要继续提供预测性的发布会
6． as a means of putting heads in beds during the off-season and weekends．
作为淡季和周末时的一份稳当的收入
Task for ComprehensionDecide whether each of the following statements is true(T)or false(F)，an'l 2ivethe reasons for your answers．
1．( )It is beyond dispute that event management has become a
profession affiliated tomany industries．
2．( )There may not be much difference between an event organized
by a professional and one by a non-professional．
3．( )Event management targets at and therefore can be found in
public gatherings of all kinds．
4．( )Celebration is distinct from reunion in that the former is nlore
public whereas the latter more per,sonal．
5．( )Celebration，education，marketing and reunion are interrelatedand can be used individually or collectively to meet thepurposes of the planners．
6．( )Festivals used to be held in Australia to boost tourism．
7．( )Expositions are offered to bring to the public new inventions
that will become popular in the near future．
8． ( )Events and tourism can be well-combined to become mutuallv
beneficial．
9．( )All the five subfields in event management are business-related
and profit-oriented．
