Global Events: Diversity, Factors, Evaluation and Management Strategies

This report discusses the diversity in global event industry, factors that influence the development of event industry on local and global level, evaluation that shows value and legacy of global event and management strategies for the responsible event development.

GLOBAL EVENTS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAINBODY....................................................................................................................................3
Diversity in global event industry................................................................................................3
Factors that influence the development of event industry on local and global level...................5
Evaluation which shows the impacts, value and legacy of global events ...................................7
Management strategies to support responsible event development.............................................8
Specific management strategy that is being utilized in Excel London events.............................9
Impacts of global events over different levels of the environment............................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Global event refers as organised event which witnessed the large range of audience across
the globe. A event define as the planned occasion which takes place specifically. It is important
to manage all the things to call event as successful (Simons, 2021). Global event intends to
attract the media attention, it organised globally, it helps in driving changes in economy. Thus
events are more important for the development of the society. Excel London an exhibition and
convention centre which is located in royal Docks, East London. It hosted many events which
are consumer, trade and other public or private events. This report will illustrate the diversity in
global event industry along with its organising way and structure, it also covers the factors that
influence the creation of event on local and global level. It further discusses the evaluation that
shows value and legacy of global event and management strategies for the responsible event
development.
MAINBODY
Diversity in global event industry
Global events play a crucial role for economic and social growth, as for the countries
tourism is most important aspect which is usually generated by the mega events, it boosts the
economy. Global event industry is the broad concept which is divided into the segments, sources,
region, it also splits into the music, concerts, occasion, exhibitions, business meetings and others.
Common categories in the events are mega, hallmark, local and community events.
Community events:
Most of the communities organise the event that targets the societal people, it includes
the festivals, special occasion event, mainly happen for the social gathering and for fun and
entertainment. Such event often strengthens the relation among the societal people and rouse
pride in community (Nwobodo, Ngu and Voon, 2020). Thus Excel exhibition centre is looking
for knowing about the current market, they can proceed to organise the event for community so
that they will able to get the support of local people which is good for business opportunities.
Major events:
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Those events are organising by keeping media interest and these are capable of grabbing
the attention of consumers it also marks number of visitors, which is good for the economy. Such
events can be sport event, in which the event industry need to ensure about ergonomic factors.
Hallmark events:
These event becomes more identified due to its spirit of region, it gains the widespread
recognition. Such events are usually known for its essence of place. It involves the major fairs,
expositions, its primary function is to offer the opportunity to host community.
Mega events:
As per the name suggest such event happen in large size, which generally impacts the
economy and resonate the global media. It involves the global Olympic event, for an example,
football world cup, world fairs.
Thus other events are cultural events, it also come into the category of mega event which
involves the musical concerts, sports annual cultural events, Olympiads. Other events also takes
place which is business event in which the organisation arrange the conference meeting with
their business partners (Celuch, 2021). All these events required a careful implementation of
strategies and involves the rapid services.
Structure of event:
Generally, events are hosted by the event company, they consider all the factors such as
guest safety and better services. All organisation manages their events by their own as to put the
aesthetic and ergonomic stuff according to them to make a successful event. As Excel London
hosted many events such as exhibitions, conference, concerts, wedding events, it is essential to
know who the audiences are which helps in preparing strategies accordingly. Better structure
helps the event industry to put all the things at right place. Such as to know the vendors from
which the raw materials have been purchased, to create the team with their designated task in
order to carry out the task effectively.
Suppliers in events: Widespread of the event industry developing a great opportunity for
everybody, thus many specialist suppliers are available in the market. They directly work with
the events areas by laying out the work for sound production, staging, catering, transport and
others. In such it is essential for the Excel London to contact with range of different vendors for
the raw3 materials, it will help them in price negotiations, so that if the prices on resources goes
high then they can easily shift to their convenient options.

Venues: Venues are the most important factor for any event, through which the event industry
can easily grab the attention (Asero and Tomaselli, 2020). Venues such as historical places, art
galleries and museum catch maximum attention for the corporate type of event, also mega events
organise in open and large place. Thus Excel London can also proceed to provide the better
venue sights to their guest along with the convenient services, that will be good for their business
revenues.
Thus major community event in which the communal people are the stakeholders, in such
it is important for event manager to provide the services according to benefit of locals. Some
festival and other events helps the community in their growth. Excel London can also proceed to
connect with the community as to provide them better job opportunities or to connect with local
vendors that helps the community as well as their business.
Factors that influence the development of event industry on local and global level
Global event industry is experiencing a fast growth rate because of increment in government
sponsorship as well as community or business sponsorship. It helps the industry to advertise their
products and services at global level to develop large customer base. Thus this industry is
increasing which also means that rise in competition, in such it is necessary for the Excel London
to introduce services which are unique enough to attract the consumers towards it. Rising of the
event are creating a lot of business opportunities, as event management is becoming a new rising
era (Telukdarie and et.al 2018). Event management company is responsible for placing every
services at right place, they work with the team and lead them in a forward direction. Such
factors that are boosting the growth of event industry are as follows:
 Introduction of the fastest growing technology helps in creating the hypes for the event,
as with this man y event firms are investing on social media platform to develop the
online community which accounts the numerous number of consumer across the world.
With this business can easily communicate with their guest and make them a potential
customer.
 Increasing number of the government and other business sponsorship is also a factor that
are developing growth in this industry. Events helps the country to modify their
infrastructure and to maintain their monuments for the visitors which is usually drives
from the event.
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For the local level:
As for the local level growing of this industry is creating a job or earning opportunities
for the youths. Many youngsters are seeing their future in working in this industry. It helps in
providing the participation, skill development opportunities for the social and environmental
development. These events usually attracts the tourist at regional or international level. Thus for
the local people for their earning events plays an crucial role. In such Excel London can also
proceed to link with the community, to recruit the youth which helps in running the business.
Other impact also seen as rise of global warming issue, which is generally caused by the events,
as it involves the use of equipment that are not eco-friendly, also due to high use of public
transportation for tourism is another factor to increase the carbon footprint. Thus it is essential to
come up with proper sustainable approach to reduce environmental impact, which helps in
promoting the better environment for the community.
For global level:
As for the global level popularity of events are increasing due to the changes drives in
cultural aspects. Event industry are growing as people from different background also
contributing in events (Ristova, 2020). Educational factor is also reason for the development of
event industry, as it helps in communicating with different background people which is great
opportunity for the people to make their profession in such field.
Key factors that have impact to promote the development of the event industry are
as follows- Education level, availability of resources, cultural awareness, growing travelling
habit of the people are the main causing factor for events. It plays an important role in
development of the society. Different community event has positive impact over people, event
has the strength to mobilize great number of people and to develop meaningful effect on their
lives. People can easily access the resources and make earning sources for them.
Key trends and factors that are shaping the event industry are diversity, social media, new
trends such as digital marketing and rise of technologies. As event industry are considering
cultural factors so that it does not become a reason of failure. Thus, event industry plays an
important role for the society to provide easy resource access to community, to help in
developing better infrastructure for the community.

Evaluation which shows the impacts, value and legacy of global events
The procedure associated with the globalization that is being coupled with subsequent
global events allow the people who are living within an organization for general improvements
in their living standard and quality of life (Mehrotra and Lobo, 2020). Global events are the ones
who provide catalyst for international economic, political, social and environmental changes. In
context of impacts, it has been evaluated that events are significant motivators of tourism and are
often embedded into the development and plans that are associated with the marketing aspects.
According to the actual political and economic situation that shape in high level, the events are
correspondingly become the host community and the participants together with the social,
environmental as well as economical impacts. The highest impact can be measured in context of
increased amount of tourism that enhances the level of people living within the society along
with their enhanced income level. Although, it has been measured from various researches that
the events have put several major changes in the judgement of the mega event organization and
gives more emphasis in adopting sustainability principles to reduce the negative impacts in terms
of social as well as environmental impacts that has been generated because of the events.
The global industry within the UK has shared a huge amount of value which shows worth
of approximately 43 million pound to the overall economy in terms of direct spend by event
delegates, organizers and attendees which shows continuous rise over last many years on
constant basis (Palma and et.al., 2019). It plays a major role as these helps in creating a face to
face experiences for various businesses along with their prospects which also assist in creating
values instead of selling. This allows the society or economy to become more stable and scalable
that contribute direct growth towards the attributes of likelihood of the business activities.
In context of legacy it has been identified that it is a long term return over the investment
for host countries and become an important part of making business cases in order to host a
major event. In order to understand the impacts associated within the legacy, it has been
evaluated that organizers can learn from their previous events and with the help of them, they are
highly able to attract new investments or sponsors towards their businesses (Žgela and Penga,
2019). Ultimately they are able to deliver long-lasting and sustainable impacts over the global
events such as Excel London. It requires appropriate planning after considering all the positive,
negative, tangible and intangibles structures that are created for and by a design that are
associated with the event that remain longer that the event itself.
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Management strategies to support responsible event development
Successful events always requires high level of planning and appropriate organization in
order to arrange each and every step. Planning plays a major role at each step which includes
financial planning, ticketing, announcements, picking the venue, catering, etc. The event is an
program whether it is at small or large scale, seminar, conference on trade or an appreciation
celebration program, all the special programmes requires high level of planning and structuring
in order to get success (Aneesh and et.al., 2020). In order to manage the global event in highly
appropriate manner, there are certain strategies that require to be implemented are:
 Setting of proper goals and objectives: At the very initial level, the goals and objectives
have been set by the event manager which extremely able to fulfil the basic purpose of
the programme. The purpose is not just limited to attract huge amount of crowd towards
the function but to fulfil all the requirements of each and every person who are associated
with the planning. In order to achieve success, it is highly recommended to ask from
clients about their expectations from that particular incident. Early planning helps the
managers to make necessary modifications as the desires of the society as well as the
people who are involved within them.
 Create a budget: Creation of budget is another crucial and most critical part of an
individual as it requires skilled people who are properly able to fulfil the requirements
according to the event that is going to be organized in specific area (Werner, Junek and
Wang, 2021). It requires the exact definition about the clients requirements and the
primary and basic purpose of the event.
 Understanding the available resources: The resources are the things that affects the
business into big time manner. Resources are the ones which help the project manager to
accomplish their goals. Appropriate availability of resources are solely responsible to
help the event to get success. Without manpower along with right technology it is going
to be highly challenging for the event organizer to manage their day to day operations.
The time, money, support services, staff members and technology that is associated
directly with the event are some of the resources whose management are highly
recognizable.

 Finding suitable sponsors: When the limited budget is allowed to the event manager, the
sponsors are the best option who save a lot of money. But before looking for sponsors,
the goals and objectives of the event are well averse. It although requires certain amount
of creativity in order to find businesses from other companies that are actually interested
in order to invest their amount within the event.
 Spreading word with social media: Social media is one of the most powerful platform
in order to create a buzz among public. It also increases attendee engagement. Social
media platform helps the event manager to perform their tasks in front of huge public as
various people are involved at these platforms.
 Stay connected with technology: Keep connected with the technology plays a major role
as staying up to date is highly required within this evolving market and can open wide
doors for numerous development and enhancement. Understanding and learning new and
advanced technologies can help businesses to make sound and effective decisions that
can furthermore help an individual to save time, money and other relatable resources (Sen
and Rajagopal, 2020). Updated technology helps the event management in order to
increase their business activities leading towards a holistic approach and profound
development which assist them to stand in front of others in market space.
Specific management strategy that is being utilized in Excel London events
Event management strategy refers to overall planning of the complete event. It involves
certain kind of structures that governs everything that happen within them. It requires that each
and every aspect fit the pre-defined goal and objectives of the event that are going to be
organized. Among all the strategies' determination of appropriate goals and objectives and share
it with the team who are highly associated with the project or event programme. This will help
them to segment their audience into specified ways such as according to the age, occupation,
location, hobbies and interests (Ragab and Salama, 2021). Segmentation allows them for
effective targeting and assist in order to create and implement more personalized approach
within the Excel London events at global level.
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Impacts of global events over different levels of the environment
Events are highly able to provide diversified impacts from their associated activities into
the diversified levels of environment which involves construction, energy utilization, transport of
spectators or participants and many more similar kind which impacts over the major
environmental issues such as climate change along with the reduction of natural resources. The
impacts are generally long lasting effects which exist to continue even after the events occurred
within that particular location. These are associated with the various kind of consequence which
are positive or negative in each context. The company, delivery and legacy phases of events all
involves the environmental impacts and so as the Excel London event as well. It requires the
implementation of corporate social responsibility by the firm into consideration. Understanding
about the key drivers which shows environmental impacts can highly able to help the firm to
become more cost effective in nature (Florendo and et.al., 2020). Moreover, it requires effective
communication of environmental credentials that can have the capacity to affect the quality and
level of funding within the specific event.
CONCLUSION
From the above report it has been concluded that in order to run the business that is being
run into global market area have to consider various aspects which includes appropriate
structuring, identification of effective factors that influence the development of global events
along with the identification of key factors that affects the overall organization of event industry.
Apart from this, the study also highlighted the part which shows the impacts and legacy of the
global events along with the strategies through which even the Excel London events can achieve
benefits and success in each and every context.

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