Executive Certificate In Festival And Festival
And Event Management (ECFEM) |
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Executive Certificate In Festival And Festival
And Event Management (ECFEM) |
Event Safety And Security Management
Event managers who deliver success
21 – 26 May 2016
24 – 29 September 2016
Kempinski Hotel, Mall of the Emirates, Dubai, UAE
InterContinental Hotel, Abu Dhabi, UAE
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Book and pay full fee for two colleagues and the third attends for FREE

For more information, email Andy Watts on a.watts@informa.com

Course 1

Destinations such as Abu Dhabi, Dubai and Qatar have recognised the power of festivals and events in diversifying their economies, increasing brand awareness and positioning their destinations on the world stage.

The Executive Certificate In Festival And Event Management (ECFEM) is a three-day intensive training course delivered in Abu Dhabi and Dubai and designed to provide a foundation of key skills and knowledge associated with the creation and delivery of corporate (e.g Conferences and Exhibitions), private (e.g Weddings) and public events (e.g Festivals, Sporting Events). The course outlines international industry best practice in event planning, project management, marketing and PR, human resources planning and management, and the conduct and evaluation of events.

The focus of the ECFEM is on developing an understanding of the theory and practice of creating and delivering various types of events. The course content is based on extensive discussions with festival and event management professionals.

Course 2

One real issue for everyone attending an academic course is to apply what they have learned to a practical situation. On this course every theoretical concept explored will then be applied through scenario-based learning. As the course is taught by a hybrid academic/practitioner these activities have all been part of his workplace activity for the past 20 to 40 years.

When reviewing the risk assessment of a venue the planned-for evacuation times from the space will be very different from what happens in reality – rather than everyone leaving the space at the same time immediately. Approximately 25% of those at the event will move closer to the issue to have a look especially if it is a fire. 50% in a concert environment will stay where they are as they will not believe that the issue is real and 25% will leave the venue immediately (Sime). In the Station Nightclub fire in the US, 100 died, 230 were injured and 132 survived eerily close to Sime's percentage calculations. This course shows participants how to apply evacuation theory to any workplace.

Course 1
  • Festival And Event Introduction, Planning And Initiation
  • Festival And Event Production, Marketing And Sponsorship
  • Festival And Event Financial And Risk Management, Control And Evaluation

Course 2
  • Introduction To Risk Assessment
  • Managing Risk
  • The Risk Assessment Matrix
  • Working In Anti-Social Environments
  • Crowd Management Planning
  • Applying A Holistic Approach
  • Testing The Planning Assumptions
  • Partnerships
  • Roles And Responsibilities
  • The Plan In Practice
Who Should Attend
Course 1

This entry to intermediate level course is mainly designed for event, communication and marketing professionals who need to improve their skills and knowledge about event organisation, planning and management.

  • Event professionals such as event organisers, coordinators, supervisors and managers
  • Festival organisers
  • Conference/meeting and exhibition planners
  • Public event officers/coordinators and managers
  • Sport event organisations

Also communication and marketing department staff, communication/ marketing assistants, coordinators and managers that will be in charge of planning events for their company.

Course 2
  • Event managers
  • Security managers, supervisors and operatives
  • Promoters
  • Venue managers
  • Site managers
  • Health & Safety operatives and managers
  • Event management students and lecturers
  • Crowd management operatives, supervisors and managers
  • Leisure managers
  • Local government officers
Benefits Of Attending
  1. Understand the theory and practice of event planning, promotion and implementation
  2. Determine and examine the importance of effective project aims, objectives and budgeting
  3. Measure the importance of effective safety, security and risk management strategies
  4. Identify marketing, public relations and sponsorship strategies that will help to optimise your events
  5. Develop knowledge and skills in human resources planning and management in event organisation
Course Directors

    Dr. Jane Ali-Knight

    Jane is founding member and Director of the Edinburgh Institute: Festivals, Events and Tourism (EIFET) at Edinburgh Napier University and is Course Director of the ‘Executive Certificate in Festival & Event Management’. She currently leads and develops EIFEM operations in the UAE as well as lecturing at university in the UAE, UK and Hong Kong and facilitating training and development in the field.

    A recognised academic, Jane has presented at major conferences and has published widely in the areas of tourism, festival and event marketing and management. She is on the editorial boards of the Journal of Vacation Marketing, International Journal of Event Management Research and the International Journal of Event and Festival Management and has also been a Special Edition Editor for Event Management. She has also edited seminal text books in the area of festival and event management. Her event related experience extends to event corporate hospitality management and logistics through working for Emirates Flight Catering on the 2007 Dubai Air Show, publicity co-ordination and event management for the Abu Dhabi Film Festival (2007 - present) and extensive professional conference organisation.

    Paul Gudgin
    Festival Director / Consultant

    After leaving university, Paul took up his first post in the arts as Concerts’ Manager for the Aldeburgh Foundation. He was then appointed Manager of the Bury St Edmunds Festival in 1989. Over five years, Paul extended the event from a small cluster of productions over two weeks into a 16-day showcase described by The Times newspaper as ‘one of the best small Festivals in Britain’. Paul became General Manager of the Queen’s Hall, Edinburgh in 1995, home to the Scottish Chamber Orchestra hosting over 300 events a year. He maintained his strong association with festivals as the Queen’s Hall hosts events by the Edinburgh International Festival and the Festival Fringe. Paul was appointed Director of the Edinburgh Festival Fringe in April 1999. His eight years at the Fringe saw an unprecedented expansion of the event passing several significant milestones and becoming increasingly international and high profile. Since leaving the Fringe, Paul has travelled to Finland, Ireland, Australia, Taiwan, South Korea, Holland and Russia giving talks, lectures and workshops on festival matters.

    Paul Gudgin has a wealth of experience in international festival management and training, delivering Festival Master classes all over the globe and sharing his experience of managing, amongst others, the world’s largest arts festival – the Edinburgh Festival Fringe.

    Kenneth Wardrop
    BA (Hons) MBA MTS

    Kenneth has over 25 years of professional experience in destination marketing, brand management, economic development and regeneration, cultural tourism, and festival and events operations. He has a Masters in Business Administration degree from Strathclyde University.

    He is a former Chief Executive of the city's destination promotion body. While as Head of Economic Development of the City of Edinburgh Council, he was responsible for the Council's investment in and management of Edinburgh's Winter Festivals, the Edinburgh International Science Festival, and other major events such as the MTV European Music Awards. He was a founding director of the board of the Edinburgh Convention Bureau and served on the board from 2005 to 2011. He has a track record of leading successful public - private sector collaborations.

    Kenneth has been a Visiting Research Fellow in the School of Marketing Tourism and Languages at Edinburgh Napier University since 2008 and lectures on Festivals and Events Management and Tourism in Edinburgh and overseas. Kenneth has been an Associate of the Edinburgh Institute since 2011, and is Project Director of the Destination Leaders Programme for Scottish tourism industry professionals. He also manages his own tourism consultancy business.

    Professor Chris Kemp

    Professor Chris Kemp is a former Rock, Indie, Theatre and Dance promoter, as well as being a venue manager and a university Pro Vice Chancellor during his high powered career in event, crowd and security management. He was recently awarded the coveted Excellence and Passion award at the European Festival Awards held in Groningen (Holland) for his work over the past two decades in helping to make events safer.

    Chris had written 12 books on health, safety, crowd management, musicology, education and music event theory and has published countless reports and papers as well as training staff for major clients including the FA group, Wembley Stadium, Network Rail, the O2 Arena, Liverpool ACC Arena, the Sydney Opera House, Melborne Cricket Ground, The National Atrnas Association, the Barclaycard and Genting arenas as well as many other event venues across the world.

    Chris also trains the Scottish Police Force in crowd management, works on both Grand Prix and Formula E at Silverstone and Battersea Park and has facilitated the table-top exercise for London New Year's Eve Fireworks for the past nine years. He was also called down for the Health and Safety Executive for crowd management issues at the 2012 London Olympic and Paralympic Games.

    He has developed over 200 courses in crowd management, events, sports events, festival management and entertainment areas over the past 20 years and his consultancy provides 35 courses credit rated by Edinburgh Napier University.

Venue and Accommodation

    Kempinski Hotel, Mall of the Emirates

    Dubai, United Arab Emirates

    Kempinski Hotel Mall of the Emirates

    Celebrate the 10 year anniversary of Kempinski Hotel Mall of the Emirates which is connected to the award winning Mall of the Emirates, retailing 560 prestigious brands, a 24 screen multiplex cinema and the region's largest indoor ski slope and snow park.

    With 393 rooms and suites, including 20 stunning Aspen Chalets, we boast some of the most unique and modern accommodations. All rooms are well equipped with the state of the art technology for your comfort.

    A destination guaranteed to create memorable moments for business or leisure travelers; we welcome you to a five star luxury retreat.

    Kempinski Hotel Mall of the Emirates Dubai
    Sheikh Zayed Road, Al Barsha
    P.O. Box 120679
    Dubai, United Arab Emirates

    Tel +971 4 341 0000
    Fax +971 4 341 2327



    Special delegate rates have been negotiated at selected hotels and we highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the Hospitality Desk for required assistance on:

    T:+971-4-407 2693
    F:+971-4-407 2517
    E: hospitality@informa.com


    Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas for non-GCC nationals may take several weeks to process.

    InterContinental Abu Dhabi

    Abu Dhabi, United Arab Emirates

    InterContinental Abu Dhabi

    Urban style meets beachfront leisure at this 5-star Abu Dhabi resort, set high on a hill between downtown businesses and the Corniche. With dazzling views of the skyline and Arabian Gulf, this landmark hotel in Abu Dhabi is prized for its white-sand beach, marina and buzzing restaurants overlooking the water. From spa treats and squash to sunset cocktails, friendly staff help you make the most of your leisure time – and fast, free Wi-Fi means you can stay connected while sunbathing by the pool.

    InterContinental Abu Dhabi
    King Abdullah bin Abdul Aziz,
    Al Saud Street : Abu Dhabi,
    United Arab Emirates

    Tel +971 2 6666888



    Special delegate rates have been negotiated at selected hotels and we highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the Hospitality Desk for required assistance on:

    T:+971-4-407 2693
    F:+971-4-407 2517
    E: hospitality@informa.com


    Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas for non-GCC nationals may take several weeks to process.

Course Fees
Date Course Fee Before
5 March 2016
Course Fee Before
26 March 2016
Final Fee
Entire Event (Both Courses)
21 – 26 May 2016* (BC6245)
US$ 4,995 US$5,495 US$ 5,695
Course 1 - ECFEM
21 – 23 May 2016* (3 days)
US$ 3,395 US$3,595 US$ 3,695
Course 2 - Event Safety And Security Management
24 – 26 May 2016* (3 days)
US$ 3,395 US$3,595 US$ 3,695

Date Course Fee Before
9 July 2016
Course Fee Before
30 July 2016
Final Fee
Entire Event (Both Courses)
24 – 29 September 2016 (BC6246)
US$ 4,995 US$5,495 US$ 5,695
Course 1 - ECFEM
24 – 26 September 2016 (3 days)
US$ 3,395 US$3,595 US$ 3,695
Course 2 - Event Safety And Security Management
27 – 29 September 2016 (3 days)
US$ 3,395 US$3,595 US$ 3,695

Course fees include documentation, lunch and refreshments. Delegates who attend all sessions will receive an Informa/Edinburgh Napier University Certificate.

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