International Events Management - Case Study Example

International Event Management Name: Institution: Professor: Subject: Date: Introduction International event management is a discipline that involves project management to the conception and development of events such as festivals and meetings among others. In general, event organization involves studying the workings on a certain mega event concerning branding techniques, identification of its target audience, and coordinating the technological aspects of the planned event. Events and festivals such as mega sport and soccer cup have many benefits realized by the hosting cities and countries. Therefore, management of international mega events is a concern to any hosting nation and governments with the target of ensuring that the hosts reap the best economic benefits out of the event (Masterman, 2009). Since clients attend to an event management without any clear idea in their minds, it is totally up to the event manager to work on the strategies and modalities needed to make the event’s goals and objectives realizable. In this case, the event manager strives to satisfy both the event stakeholders and its audience. The management of international mega events is amongthe most important economic planning that a company and governments can engage themselves in. many different events considered international and need careful planning and management include international symposiums, cinema festivals, The Cheltenham Food and Drink festival, and events such as the world cup of soccer. It throughsuch international mega events that most international organizations seek to market their brands and products in countries where they may not have ventured before. These events are also useful in strengthening the socio cultural factors between people of different cultural backgrounds as well as promoting peace and social cohesion. The Cheltenham Food and Drink festival is without a doubt one of the most popular global event that many companies in the food industry would wish to get involved in for them to market their food products and win more recognition. Justification for Investment of Public Funds in a Mega Event There are so many advantages of investing public funds in a mega event. As discussed below, economic, socio, political, and environmental benefits are among the best reasons to justify investment of public funds in an international event. Economic Realizations Because of hosting a mega event, a hosting state or city can benefit from affordable housing rates. This will rely mostly from better transport and communication connections making housing the full realization of this benefit needs government regulation between private market and the affordable housing to ensure proper coordination. The housing economics and the impact on market forces need critical economic analysis to avoid inflation in case real estate executives raise the prices of housing. It is also possible that rise in value of houses and rent will force low-income households out of the mega event area. Furthermore, the government needs to coordinate proper housing procedures to ensure proper realization of this advantage According to Allen, et al. (2011), international mega events have positive economic realizations on a hosting nation. These realizations arise from increased expenditures during the entire period of the event. Employment opportunities come in handy starting from the planning of the events to the actual hosting. Contractors also get projects in improving infrastructure and servicing venues of the events. According to some models proposed, investments and expenditure flow, sourced from different sources into the host country result in a noticeable income generation and employment creation (Masterman, 2009). Most authors come out clearly on the long-term positive realization that a mega s event bring to a hosting state concerning its tourism industry. They argue that visitors to a certain nation attending the mega s event have the tendency to visit the country even after the event. Urban and Physical Development Benefits It is logic that for any country to host any mega event, its infrastructure must meet some international standards. This, to some extent, forces governments and other development agents to improve on their infrastructure in order to qualify to host the event. Goldblatt (2008) argues that this infrastructural development may not be the intention of the hosting city/state but just an automatic requirement that come with the assignment to host the event. These developments in most cases do not confine to the venue of the event alone because it also affects its neighborhoods. Any international mega event has the potential of positively affect economic generation for a period of up to five years. The possibility of governments transferring its funding for other social amenities to developing the infrastructure is evident (Bass 2008). Russia for instance, hosts 2018 World Cup and according to WC2018, Russia expects a lot of physical development, and in fact, infrastructure development already started (WC2018). Environmental Benefits Collins et al. (2009) highlights the environmental benefits of a mega event as essential point of concern. It asserts that, the venue of a mega event needs energy supply. This substantiates again on the legacy benefit on urban development. The research provides a two approach methods of assessing the positive environmental realizations of a mega event. It offers the guidelines taken care of from the planning stage to the real hosting of the event. Socio-Cultural Benefit of a Mega Event A mega event such as The Cheltenham Food and Drink festivalimproves the likeness of the activity among the locals of a hosting city or state. Other authors like Hesmondhalgh, (2007) claim that such a big event has a strengthening benefit to the values and traditions of the local people. They also claim that a mega event increases a nation’s pride as well as spirit. Other sources have it that the hosting of a mega event increases social interactions between foreigners and the locals, this enhances exchange of cultural values, and beliefs hence improved way of living. Hooper (2001) asserts that the participation of the locals in the activities improves health and physical fitness and presents an individual with satisfaction and self-fulfillment. Political Benefit Realizations Political realizations of a mega event come in handy in the staging country or city. The staging of a mega s event has the involvement of both local and regional governments. This is because; the funding of such developments as infrastructure and other requirements, need government intervention at all levels. Furthermore, the bid of any nation to host any mega event needs government intervention (Adams, 2000). These results from government’s expectations of a fair return on the economic growth expected after the event. Due to the expected economic realizations, the decision on the bidding for hosting a mega event involves the government and business corporations Furthermore, according to (Burbank et al. 2001) while dealing with a mega event such as Olympics, leaders need to display their courage and strength by taking some crucial political steps. This will ensure full political benefit realization. The Cheltenham Food and Drink festival 2012 Mega food events in the United Kingdom are festivals, expositions, cultural, consumer and industry events held on a regular basis. The staging of such events is either once in a year or biannually (Hall & Sharpes, 2012, p. 04). As stated above, such hallmark events do play a big role in international, national, regional and firm tourism, while at the same time enhancing food and wine marketing strategies in the region. From a commercial point of view, the primary marketing functions of festivals and mega events is to provide products, stakeholders and sponsors, host communities, and governments with a view to secure high prominence in the market while also adding value to different brands and interconnecting consumers (Hall & Sharpes, 2012, p. 04). Therefore, the use of food and beverages to attract visitors plays an important role in leading to a high growth in the food-drink tourism business (Swarbrooke & Page, 368). An example of a successful event of such a festival is the Cheltenham Food and Drink Festival, which enjoys a lot of success in the UK. This paper aims to analyze the Cheltenham festival with respect to events planning and event experience. The first staging of The Cheltenham Food and Drink Festival was in 2008 and managed to attract over 15,000 visitors to the Montpellier Gardens (Cheltenham Food and Drink Festival, 2012). In its first staging, the festival featured a variety of foods and beverages prominently used in the UK. The event normally takes three days and hosts over 160 locals and regional exhibitors that majorly show their products, drinks and quality foods (Cheltenham Food and Drink Festival, 2012). The most exciting area is the Intoto Kitchen, where local chefs highlight local and regional products and wine, with leading wine makers, writers, and industry experts in act of sharing. The festival is known to host events such as jazz, music, science and literature festivals. Other events hosted at the festival are business events that include conferences, exhibitions, location filming, and parties. The strength of this festival is that it has the capability to offer 55 minutes spa treatment for all conferences and meeting bookers. The festival venue also acts as a zone for pleasure and health resort in a long historic town for wealthy visitors. ` An increasing demand for food and drink festivals were due to the need for people to experience culture, interact with local producers, and get good food. This is what geared the Cheltenham Food and Drink festival of the year 2012. The festival will be held as from Friday 15th – Sunday 17th June 2012 (Foodie Bugle Reporters, 2012). This year’s festival will be sponsored by the natural grocery store, Whole Foods Market. The festival that was held at Cheltenham’s Montpellier Gardens attracted over 19,000 people, because this was witnessed in 2011 despite the weather being unfavorable. Some of the stakeholders who participated in the show were like Taittinger Champagne House, Brindisa Spanish Foods, Fever Tree Tonics, Pieminster, Hotel du Vin et Bistro and Jamie's Italian. These will be joined by other small producers ranging from butchers to brewers and even potters (Foodie Bugle Reporters, 2012). The business events involved wine talks, street theatres, cookery demonstrations, children’s entertainment, and live music (Foodie Bugle Reporters, 2012). One point that needs to be considered in here is that this festival was set up 5 years ago to highlight the best of Gloucestershire's food and drink industry. The impact of all these, just like in 2011, was the creation of employment for hundreds. Last time there were 150 part time and full time jobs. As this paper continues to explore this festival, it is worth having a comparison between this festival and the Derbyshire food and drink festival. The Derbyshire food and drink festival is meant to take place earlier than the Cheltenham one, that is, 26th to 27th May 2012. Due to his popularity, TV chef Simon Rimmer was the celebrity demonstrator in the cookery theatre assisted by Derbyshire chefs who also demonstrated their dishes (Derbyshire food and Drink Festival, 2012). The festival also had the section of art and craft, which housed approximately 30 local artists and crafts people displaying their wares running across modern and traditional artifacts. The festival also accommodated children and offered them a wide range of activities and spectacles for them to enjoy (Derbyshire food and Drink Festival, 2012). Every visitor to this show had an opportunity to visit the National Trust Hardwick Hall with a special offer for Food fair visitors of 2-for-1 entry (Derbyshire food and Drink Festival, 2012). The festival management also produced a shuttle bus to ferry people to the festival. One major difference between these two festivals is the fact that the Cheltenham festival is free of charge while the Dirbyshire festivals charges entry fee. The number of demonstrators in Dirbyshire festivals seems to be higher as they will host one hundred and fifty stalls of best local produce. In addition, when one checks, the Cheltenham food and drink festival and Derbyshire food and drink festivals had almost similar activities similar, that is they all had provisions for children like entertainment. Although the Derbyshire was for only two days as compared to three days for Cheltenham festival, the festivals brought together people of diverse origin. Event Experience ` As stated earlier, events are an important tool in the marketing and communication for famous companies to market themselves and governments to realize some economic improvements. The impacts of planned events within the communication strategy of governments and companieshave been well documented, and are of increasing importance within their strategies (Getz, 2007). According to Getz (2007), planned events are spatial-temporal phenomenon. Each event is unique because of the interactions taking place between the setting, audience in attendance, and management systems put in place. Just as they are unique, events are such a powerful communication tool, producing a feeling that you ‘have to be there’ to fully enjoy the full experience, since it will be a lost opportunity to miss it. Any planned event must have a strategic planning and organization for full experience. While centuries ago events were created from individual and community initiatives, these days the organizing of events remain in the hands of entrepreneurs and professionals for the simple reason that events are too important, organized for certain and specific objectives and goals, and too risky if left to amateurs (Richards and Palmer, 2010). Pre-Event The pre-event sequence involves the very moment from the initial idea of organizing an event until the very time of staging the event. It is very clear that organizers spend most of the effort during this phase of the event sequence.Subsequently, the role of the event goal in the organizing decisions, the date and time of staging the event, the crucial issue of the location, the relevance of logistics in relation to the location, the target people, cost of the event, and branding of the event. Event goal From the case of Cheltenham Food and Drink festival, it is clear that the planning an event starts with formulating the most important goals the stakeholders wants to fulfill. The goals of an event range from practical to strategic ones. Examples of practical goals include the amount of people attending, the amount of money earned from the event, or the level of media attention or advertisement accruing from the event. Strategic goals include creating awareness about a certain products or goods, providing a place for socio-cultural reasons, share knowledge, or, communicate messages (Wallace, 2005). Date and time After setting the goals, the date and time for an event depends on the type of event organized by the event mangers. Several concerns are in importance of choosing the right dates for the event. Factors such as the date, time, and the context of the event in relation to other events are important factors to keep in mind when planning to stage an event. Other than paying attention to choosing the right date to organize their event by keeping in mind the day of the week or possible holidays, organizers should also keep other events that are relevant to the target audience in mind. Location According to Allen (2011), the location of an event describes the place of staging the event. Most authors like Allen (2009) mention the importance of the location. Most scholars describing events from an organizer point of view indicate that organizers pay attention to ambiance, size, accessibility, cost, and technical possibilities when selecting an appropriate location for staging a mega event. Event The event episode describes the activities that take place from the moment the event starts until the event is over. Most of the activities planned by organizers take place before the event. The researches that describe events from an organizer point of view indicate that most of the activities during the event relate to managing the event (Getz, 2007). Conclusion The planning of any mega event requires a serious planning and a strategic consideration. It is vital because there are many benefits that a staging city or state can realize from event staging. These benefits range from social to political. Therefore, for stakeholders and organizers of any mega event to realize the intended goals and objectives for event, and for maximum event experience, there must be a maximum and strategic planning of an event. Reference Adams, I and MacMullen, A 2000, Leisure and Government, 3rd ed. Sunderland, Business Education Publishers. Allen, J et al. 2011, Festival and Special Event Management, 5th ed. Milton, Queensland, Wiley. Allen, J 2009, Event Planning, 2nd ed. Mississauga, Ontario, John Wiley & Sons. Bowdin, G. et al. 2006, Events Management, 2nd ed, Oxford, Butterworth Heinemann. Broadhurst, R 2001, Managing Environments for Leisure and Recreation, London, Routledge. Foley, M, McGillivray D & McPherson G 2011, Event Policy: From Theory to Strategy, London, Routledge. Getz, D 2007, Event Studies, London, Butterworth Heinemann. Goldblatt, J 2008, Special events, 5th ed, New York, John Wiley& Sons. Henry, I 2001, The Politics of Leisure Policy, 2nd ed. Basingstoke, Palgrave. 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