HALL-MARK AND MEGA EVENTS AND THEIR ROLE IN TOURISM

Introduction
The events industry has in the recent past seen significant developments and milestones in history. Rapid market globalization and the advancement in communication and transport systems have further led to the stability of the industry (Solberg & Preuss, 2007: 213). There have also been government regulations that have created the demand for events. Events have been used for the purpose of economic development, destination marketing and nation building through infrastructural developments. Organizations have also seen these events as viable platforms for promotion of goods and services (Getz et al., 2012: 48). Events are simply
described as a public gathering or assembly that has the major aim of celebration, entertainment, reunion, marketing or education that is planned or unplanned and have a finite time of existence (Solberg & Preuss, 2007: 213). There are various types of events: special events, mega events, hallmark events, festivals, fairs and exhibitions among others (Getz et al., 2012: 48). However, the scope of this paper is hallmark events and mega events. The aim of this paper is to delineate between hallmark and mega events and later look at the role of the mega events and hallmark events in tourism.
Mega Events and Hallmark Events
Various tourism based literature have drawn a clear distinction between mega events and hallmark events.
Definition
Hallmark usually refers to a symbol of authenticity or quality that distinguishes a good, product or service from others, or achieves peculiarity. Hall mark events would therefore be defined as onetime or recurrent events that have limited duration, primarily developed to create awareness, profitability, and appeal of tourism destinations with short-term and long-term plans (Getz, Svensson, Peterssen, & Gunnervall, 2012: 48). The success of hallmark events usually lay in their peculiarity, status achieved the significance of time they create as well as the attention they attract. These events are propagated by the cyclical nature of the demand for leisure, recreation, and travel markets expansion has catalyzed the hallmark events (Page & Connell, 2012: 106).
Mega events on the other hand can be defined differently.  They are events that harbor exponentially high levels of tourism, prestige, media coverage, economic significance and impact for the host community or country. Such events are reverberated in global media and are defined in terms of size, target markets, political effects, extents of coverage, facility design and construction and the socioeconomic impacts they confer on the host community (Page & Connell, 2012: 106). A good example is the world cup and international trade fairs as well as Olympic Games (Page & Connell, 2012: 106).
Characteristics
Mega Events
There are different attributes of hallmark and mega events that help in differentiating them. Mega events are unique occasions that have critical importance for administrators, policy makers, and the public in general considering the host country (Solberg & Preuss, 2007: 216). There are several phases in the timeline of mega-events each coming with its own prerequisites. The entire process that is from submission of application to the final staging usually takes ten or more years. When organizing a mega event there is knowledge transfer between the host cities. Additionally, the post event phase is usually neglected (Page & Connell, 2012: 106). Mega events mean the usage of a lot of money in investing in infrastructure and security as well as health facilities (Page & Connell, 2012: 106). Being that large amounts of money are invested in planning and staging mega events, the preparations have to be embedded to the long term developments of the host region.  There is also multi-level governance dimension when it comes to the staging and manning of mega events for success.
There are different stakeholders involved and all their concerns and interests should be catered for in the plan. Mega events always have the right holders who are bodies that impose a myriad of requirements that must be met by the host country prior to staging the mega event. The bodies include IOC, FIFA, and BIE among others (Page & Connell, 2012: 122). These right holders ordain a given country to organize and hold mega events after a bidding process and evaluation of the political, social, technological and environmental stability of the host country (Solberg & Preuss, 2007: 215). The host countries will meet all the stipulated requirements in the preparation phase. The preparations are continuously monitored through special inspection reports or through monitoring missions (Page & Connell, 2012: 106). The staging phase of a mega event is usually shorter than the rest of the phases it could be few weeks to several months such as the Olympic Games and World’s Fair respectively. After the mega event then follows the post event phase where the structures that are not permanent are demolished and returned to their previous places. However, when planning the post event phase is neglected since that is usually the function of the local authorities through an internal arrangement (Page & Connell, 2012: 106). Mega events are staged by the hosts so as to garner the attention of the whole world.
  Mega events create significant legacies that encompass political, social, economic, and environmental impacts. This would mean that a country that hosts the event this year has no possibility of hosting it in the next year. Such events include events like the Olympic Games, the Paralympics games, and the Football world cup. These events have been held in separate location after the countries have won bids allowing them to make arrangements (Page & Connell, 2012: 106). National, international and local bodies are involved in planning so as to reflect the face of the host community. The mega events can be organized in one city or spread widely across the host country provided the recommendations of the right holders are met. Mega events attract worldwide audience and highly impact the hosts in negative and positive ways (Page & Connell, 2012: 106). The host nation has the advantage of showcasing their culture as well as social organization alongside political and economic capabilities. The promotion of the mega events is a role left for different nations. The mega events also place a country in the global map through ensuring that the soft power of such nations is enhanced.
As have been the case with the Olympic Games, Commonwealth Games and FIFA world cup, there is always large media coverage (Page & Connell, 2012: 118). Almost all the worldwide television channels if not all, air such events so that even people who are far from the physical locations can enjoy. Mega events also entail the forming of partnerships with various marketing agencies that air their advertisements alongside the media content of the mega events (Page & Connell, 2012: 106).
Hallmark Events
Hallmark events also belong to the large size events category. However, there are underlying differences that make distinguish such events from mega events.  Most authors have referred to hallmark events as mega events which are not the case as the two have different characteristics. First off, hall mark events are not as huge as mega events (Getz et al., 2012: 47). However, the most defining characteristic that differentiates hallmark from mega events is the fact that they are held repetitiously in one place or same destination (Solberg & Preuss, 2007: 217). This means that when such events are mentioned the destination immediately comes into mind. Some hallmark events are usually large but not to the extent of attracting a multitude as the mega events (Getz et al., 2012: 48). Small events that are held repeatedly over the same venue qualify to be hallmark events. Some examples of renowned hallmark events include the mix events that are organized by Melbourne Events Company annually (Page & Connell, 2012: 106). These events include Australian Open tennis, Australian Formula 1 Grand Pix, Melbourne Cup Carnival for horse racing, Australian Rules Football Grand Finale and Melbourne Food and Wine Festival among others (Getz et al., 2012: 49). Other events that have been considered as hallmark events include the Indianapolis 500 car race where tradition is show cased (Page & Connell, 2012: 107). Some hall mark events occur at given period in history such as those marking anniversaries.
These events are by nature iconic this is because of the value that is attached to them. They serve as cultural icons that build the identity of the host community (Page & Connell, 2012: 107). Hallmark events usually allow the contribution of volunteers who participate in the organizing process. Unlike mega events where there is bidding, hallmark events do not require any bidding to take place (Getz et al., 2012: 56). Only licenses are required to hold such events since they have been propagated historically. Hallmark events do not attract the attention of the worldwide audience in one phase. However, when they repeatedly happen they gain the attention of many people who are always in need to visit such places and share in the prestige of the host communities.
Individuals working in planning the events are usually left with the task of analyzing past events so as to uncover the negative impacts and mitigate them (Page & Connell, 2012: 107). The cost spent in investing in infrastructure and other factors such as health and security is usually high but not like that of mega events. Unlike the mega events that are organized at the international, national and local levels, hall mark events are only held at the local and national level (Page & Connell, 2012: 107). The funds are usually from well wishers, the government and the private sector (Getz et al., 2012: 57). During such events culture is displayed so to remind the participants and visitors of the traditions that were there historically. The events are planned within the shortest time possible unlike the mega events that must follow some phases so as to be completed and staged. The host communities have the mandate to welcome the visitors in the best way defined by culture (Getz et al., 2012: 50). The main role of hallmark events is to promote tourism, create value of the society and sustainability to the community and the environment. Ultimately, hallmark events lead to image branding of the host regions.
Role of Mega Events and Hallmark Events in Tourism
The two sporting events: hall mark and mega events, have historically contributed to tourism in positive ways. First off, the events market the host countries so that their diverse culture is brought to the limelight (Solberg & Preuss, 2007: 218). As a result many people will come post such events so as to enjoy what was being displayed as the events were progressing. The events also cater for the problem of seasonality in tourism (Solberg & Preuss, 2007: 219). This is seen as a complement of the traditional climate-places tourism that has since attracted boredom and decreased traffic to the destinations. This is because they are either participant or spectator driven (Getz et al., 2012: 56). Additionally, the professionals who come to participate in the events are also considered as tourists.
The multitude that is drawn from different parts to the events makes the development of the tourist sector possible (Getz et al., 2012: 65). This is because with the increase in the number of individuals being accommodated the government has to invest more infrastructures that would cater for their needs as well. Successful sport events with reference to mega events and hallmark events attract investors in the tourism industry (Solberg & Preuss, 2007: 213). The investor develops structures that are meant to promote the tourism of the industry while still bringing in profits (Dwyer, 2011: 40). The Olympics for instance, draws a number of suitors who are backed with other stakeholders in the tourism sector due to the accruing benefits that are realized through such events. Such events also enable the tourism sector to strategically plan their operations such as marketing so as to attract many people (Dwyer, 2011: 39). The international coverage also markets the destinations in different areas thus making more people to participate in sport tourism.
Conclusion
There are very many distinguishing features between mega events and hallmark events despite the fact that they both fall under sporting events. As shown in the paper, the difference comes in place due to the size which defines the venue and the number of people a given event accommodate without stretch of facilities. Secondly, the timing factor also distinguishes the two as mega events are planned for a long period contrary to hallmark events. Additionally, the stakeholders involved in the governance of both events also differ. Lastly, hallmark events occur in the same venue for a given number of reasons that are attributed to traditions, whereas mega events keep changing depending on the bids. There is a significant role played by mega events and hallmark events in promoting tourism as well as propagating it as further discussed in the paper. There is confusion, especially in differentiating the two types of events as some authors refer to them as being one which is simply not the case as has been shown and further backed up with tangible examples.

Bibliography
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