Page 235 - DMGT304_EVENT_MANAGEMENT

Event Management

Notes

Task Determine the financial, cultural, social, and other important aspects of the an
event of your choice.

10.4 Creative Process in Event Leadership

Special events require people with the ability to move easily between the left and right quadrants
of the cerebellum. The right side of the brain is responsible for creative, spontaneous thinking,
while the left side of the brain handles the more logical aspects of our lives. To function effectively,
Event Leaders must be both right- and left-brained. Therefore, if you have determined that one
side of your brain is less strong than the other, you must take steps to correct this to achieve
maximum success in Event Leadership.

Therefore, assuming that one of the aspects of Event Leadership that you find attractive is the
creative opportunities afforded. Developing creativity is a continuous process. The reason that
some corporations put their advertising accounts out for review to other agencies periodically
is to be sure that the current agency is working at its highest possible creative level. As an Event
Leader, you too must strive for constant review of your creative powers to make certain that you
are in high gear. Following are some tips for continuously developing your creativity:

Visit one art gallery each month.
Attend a live performance of opera, theater, or dance each month.
Read great works of literature, on a continuing basis.

Enroll in a music, dance, literature, visual arts, or acting class or discussion group.
Apply what you are discovering in each of these fields to Event Leadership.
Perhaps the best way to stretch your creativity continually is to surround yourself with highly
creative people (see Figure 10.7). Whether you are in a position to hire creativity or must seek
creative types through groups outside the office, you must find the innovators in order to
practice innovation.

Figure 10.7: Creative Influences

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