Global Events: Structure, Growth, and Management Strategies

This report discusses the structure, growth, and management strategies of the global events industry. It covers factors that influence the industry's development, the impacts and legacy of different types of events, and strategies for event management. The report also examines the role of events in society and the environment in which they operate.

Global Events

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Inspect global events industry diversity, which includes its arrangement, structure together with
place of dissimilar kinds of events within our society.....................................................................3
Describe about factors that have influence on growth of industry of event on both global and
local level.........................................................................................................................................5
Evaluate about the key factors that have influence on the structure, growth and arrangement of
event industry...................................................................................................................................6
Describe about the key factors that have impact and about the event industry shape using critical
evaluation technique and also about the role they play in society...................................................7
Describe about the impacts, legacy and value of different kinds of global events together with
the environment in which they operate............................................................................................7
Analyse about strategies of management which is used to support event development across
different kinds of global events .......................................................................................................9
Within the event industry critically evaluate specific management strategies used and how these
have recently developed ................................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Global events are those events which are organised for shorter period of time and also
they have global reach to different countries. These events require significant amount of public
investment and also have an impact on environment and population. Global events are necessary
because it gives an opportunity for experiences in the engaged manner with audiences and the
lasting impression also left on large number of customers in an ultimate manner(Comfort., 2019).
The report covers discussion about structure of global events and factors which have impact on
growth of event industry. In addition to this, the analysis is about role of these events play in
industry and also about factors that have influence on structure, development and organisation of
event industry. Moreover, the discussion is about event industry management strategies. The
report also consist of different levels of environment that have impact on the global events.
MAIN BODY
Inspect global events industry diversity, which includes its arrangement, structure together with
place of dissimilar kinds of events within our society
Industry of global events has been diversified on a very large scale and its growth is
majorly driven by an upsurge in the frequency of conferences, corporate meetings, exhibitions,
inductions, sport events and music concerts. Global events are created for new experiences, ideas
and innovation in this industry.
Structure of events: Events are generally hosted or staged by organisations of event
which are event focused bodies such as Glastonbury festival of contemporary performing arts or
Harrogate International festival(Dodd and et.al., 2021). Global events industry generally follows
matrix structure. Within event industry, these companies are individual or professional groups
who organise events on contract basis on the behalf of their clients. For example, to stage the
launch of a new product named as Windows 7 Microsoft Corporation may contract an event
manager.
Arrangement of event industry: When events are organised at international level, there are
some parameters that needs to be taken into consideration and these parameters are related to
structure of events. They have to organise themselves in a unique form so that they can attract
large number of customers.

Suppliers of event industry: The development of complex and large industry has led to
formation of different types of suppliers of specialist case. Suppliers generally works in direct
events elated areas such as lighting, audiovisual production, production of sound, staging,
catering and entertainment.
Venues Management: Management of venues includes components of management of
event, whether it is part of servicing of event clients or marketing of the venue(Ferreira‐
Rodríguez and et.al., 2018). There are different venues such as galleries, museums, historical
houses, universities, theatres which create additional revenue by corporate events and through
hiring their facilities for functions. Examples of venue are Alton towers report, London eye.
Events are categorised according to their different size and scale. Common categories of
events are hallmark events, mega events and local community events. There are variety of events
which are organised at global level and it is classified on the basis of size.
Local Events: These events are that kind of events which are organised at local level and
focused on local audiences. These events are for purpose of social, fun and entertainment value.
Hallmark Events: These events which are organised in a particular place or culture and
their primary function is that to provide the host community with an opportunity to secure high
prominence in the tourism market place. For example: Major fairs, expositions and carnivals.
Major Events: These events which attract significant number of visitors and also attract
attention of media and economic benefits as well. These events generally covers audience of
more than two hundred people. For example, concerts and exhibitions.
Mega Events: These events which are organised on larger scale which affect the overall
economy and also gain attention of media as well. For example: FIFA World Cup and Olympic
games.
Cultural events: These events which are organised on pre-date format and these are
universal form of events. For example: major musical events and festivals.
Sport events: To become a sizeable and growing sector of event industry, sport events
are grown out of similar roots. Sport events are categorised into two types which include type A
and type B.

Type A: These events are irregular major international spectator events which generates
important economic activity(Frosh and Pinchevski., 2018).For example: Olympic games which
includes Paralympic games and summer Olympics.
Type B: Type B events are major spectator events which generates important economic activity
and catches attraction of media as well. These type of events are part of an annual domestic cycle
such as FA cup final.
Describe about factors that have influence on growth of industry of event on both global and
local level
All events have a direct cultural and social impact on their participants and also on their
wider host communities which is outlined by Hal (Gordillo-Vázquez and Pérez-Invernón., 2021).
This impact may be as simple as a shared entertainment experience, such as sport concert or
sporting event. Major factors that have influence on the development of event industry on both
global and local level has been described into following manner:
Socio-cultural Factors: Socio cultural factors are those kinds of factors which are larger
scale forces within societies and cultures that affect feelings, thoughts and behaviours. Whenever
mega events have been organised on a larger scale then culture plays a very important role. This
is the main reason for success of any kind of event because people come from different
background and everybody has their own point of views(Holland., 2018). Every person shares
different kinds of experiences and their ideas which will help in terms of growth of event
industry. At local level these people get an opportunity to exchange their point of views and also
have a chance to know about different kinds of trends. From perspective of global level, people
coming from different countries shares their updated technology and knowledge which will help
in terms of further growth of this industry.
Social Media: Whenever events have organised at larger scale then social media plays a
very important role in terms of attracting people on macro level. At local level, it is easier
through use of social media platforms to create awareness about a particular event. Social media
platforms are the best way to get in touch with every kind of people. Through this kind of
support system it is easier to analyse interest of different kinds of people in this particular event.
At global level, it is easier to connect large number of people on online basis and can also

showcase live events at large scale. Social media platforms also helpful in terms of giving live
updates to their audiences and can also give good experiences as well.
Market Demand: When people are going more towards modern lifestyle, it is necessary
that event industry has to make certain changes in their process of working according to
changing period of time. People who are coming to attend this event they will get employment
opportunities at local level and also gives an opportunity to perform in an out of box manner.
These events not only provides employment opportunities for their personal and professional
growth but it also provides chance in terms of that particular area development. Moreover, it also
contribute in terms of market growth in a overall economy(Li and et.al., 2020).At global level,
when people comes from different background and countries then they get opportunity to learn
new things and experiences which will help in terms of increasing their knowledge level also. In
the overall manner, these events provides opportunity to learn new skills, upgrade knowledge
and new experiences gives them confidence level to move further into positive manner.
Evaluate about the key factors that have influence on the structure, growth and arrangement of
event industry
There are some key factors that have influence on structure, development and
organisation of event industry and which includes market demand, social media and socio-
cultural factors. In terms of creating new experiences these factors not only support in terms of
spreading information but it also add creative value in it. These factors also somewhere have
negative impact on development of event industry through conflicts among association and
suppliers (Meza Talavera and et.al., 2019). These conflicts and problems have been created due
to different point of views in terms of working. Different background also have separate
perspective in terms of professional manner.
It is necessary that these factors do not create negative impact on positive development of
event industry because it becomes critical to structure event industry in an appropriate manner.
There are different kinds of events like community and cultural event and these events through
their process of working contribute in terms of development of event industry.

Describe about the key factors that have impact and about the event industry shape using critical
evaluation technique and also about the role they play in society
Formative evaluation technique is used for purpose of key factors which have influence
in terms of shaping event industry. Socio-cultural and social media trends are some of the factors
which have influence on society due to different kind of people and background as well. Socio-
cultural factors help in terms of giving new ideas, experiences and information due to which it
help in terms of development of industry(Miao and et.al., 2016). Social media factor gives an
opportunity to change their way of working but it also somewhere creates negative impact due to
technical issues. This particular type of technique help in terms of positive development and
growth of event industry.
Describe about the impacts, legacy and value of different kinds of global events together with
the environment in which they operate
Impact of range of global events: All events have a direct social and cultural impact on
their participants and also on wider host communities. There are some negative and positive
impacts of events in terms of social, economic, political and cultural level. From perspective of
positive impacts, challenging ideas and shared experiences gives an opportunity to grow event
industry on a very large scale. For example, cultural events gives a chance to people to exchange
their ideas in the environment where event has organised and in this way it will help in further
growth of event.
International prestige and promotion of events act as political factor which contributes in
terms of positive development of event industry(Qiu, W. and Yan., 2020).Opportunity for job
creation and commercial activity considers under economic factor which will help in
development of event industry. There are some negative impacts of global events as well in the
environment where they operate which includes risk of event failure, community alienation,
negative community image.
These impacts create hindrance in terms of positive development of event industry. For
balancing out impact of range of global events, event manager has to develop proper strategies
and maximise all foreseeable positive impacts and counter all negative impacts.

Legacy of range of global events: The general idea about legacy of an event which is a
long term positive impact on host area culturally, physically and economically. For host cities an
event 's legacy is a type of long-term return on investment and for hosting a major event it is also
a fundamental part of making the business case. Olympic games is the best example to discuss
legacy of event. Through different kinds of parameters and with support of resources, demands
related to Olympic games needs to be satisfied into positive manner (Thomsen and et.al., 2019).
For example, labour resource is very necessary for proper management of Olympic games and
this particular resource not only considers under employment but also contributes in terms of
total output of economy.
For taking into consideration of long term legacy of London 2012 games, it is necessary
to identify five key areas in which London 2012 games needed to invest. It includes creating
jobs, going green and reducing waste. Through these kinds of activities and proper steps it will
contribute in terms of long term legacy of global events with the environment in which they
operate.
Value of range of global events: For more wider and positive experience, global events
plays a very important role because it gives an opportunity to audience at larger scale. These
kind of events leaves a lasting impression and it becomes more memorable than a passive
viewing of more traditional form of advertising(Van Niekerk., 2017).Global events are important
because it triggers a boost for tourism due to which people can explore different areas of their
fields and interests. When customers visit for global events then it help in terms of development
of that particular area and these events gives a chance to customers to learn something new and
innovative. Global events are important in terms of building new relationship and contracts
which will help them in terms of their career growth. It also help in terms of improving
communication level among different types of people and it also supports for social
development. These events also act as an opportunity for customers in terms of holidays from
their hectic daily schedules.

Analyse about strategies of management which is used to support event development across
different kinds of global events
There are majorly six effective strategies which support in terms of event management
and its development as well
 Setting goals and objectives:For organising an event it is important to set a purpose for it
because in terms of achieving successful event planning it is necessary to have some
objectives and goals. It is necessary to ask from the client what they intend to achieve
from this particular event. An individual can plan their strategy according to goal once
the objectives are clear.
 Create a budget: It is important to outline the budget for organising an event because it
will help in planning event into appropriate manner (Wu and et.al., 2021). It is necessary
to consult from client for a particular purpose so that budget can be prepared accordingly.
 Understanding resources: For organising a successful event resources plays a very
important role and also contribute in terms of achieving its goals. To work into
appropriate manner, it is important to be aware about what kind of resources do an
individual have. If there is no proper technology and man power then it becomes
challenging to manage daily operations. There is a list of resources which is required for
organising an event which includes time, money, support services, staff and event
management technology.
 Finding out sponsors: It is important to look for sponsors when there is high budget for
organising an event. This kind of sponsorship can be made successful through local
businesses who sponsor gift bags for their customers who are coming in the events.
 Getting popular through social media: It is important to use social media platforms for
purpose of marketing of events because this is the most popular method to get famous
within a shorter period of time. In today's modern period of time, Facebook and
Instagram are the best examples of social media platforms to become famous within few
days. Online advertising and Facebook help in terms of getting attraction of large number
of customers for successful organising of events.

Within the event industry critically evaluate specific management strategies used and how these
have recently developed
Use of social media platforms in today's period of time plays a very important role in
terms of success of any global event. Social media platforms gives a chance to attract large
number of people on a very large scale. But sometimes inappropriate use of social media
platforms mis lead the audience and provides wrong information about a particular event. Social
media platforms sometimes also create hype on larger scale due to which it is difficult to retain
customers for longer period of time (Yu and et.al., 2019).Audiences sometimes also give
negative feedback due to which it creates a negative image of the event in this virtual world.
These social media platforms and different kinds of apps have been generated due to need of
changing period of time and technological changes as well. These apps and platforms have
attracted people on a large scale and also gives a medium to showcase their talent on a mass
level. This is the current need of doing the work into smarter and effective manner.
Evaluate strategies used by industry in terms of present and future spectrum and critically
evaluate impact that global events have on different levels of environment
There are basically four levels of environment which includes community, ecosystem,
organism and population. Global events have some negative effects and positive effects as well
on the levels of environment(Yuan and et.al., 2018). As global events have organised on large
scale then they require large space for it then industry have somewhere tried to demolish some
buildings and green grass areas for that purpose. On larger scale, there are some communities
who have don't interest in this spectrum. The way in which these events have organised also
affect life of biotic and abiotic factors of ecosystem because through wastage and loud music it
create negative impact on the environment.
In this present and future time strategies used by event industry is beneficial because they
have been strategically organised according to this changing period of time. Updated technology
also help in terms of doing the work into fast pace manner(Zhang and et.al., 2018).So strategies
used by management in event industry creates a different and positive impact on the present and
future time.

CONCLUSION
The above stated report concludes that global events are very important from the context
of event industry because these events help in spreading new and innovative information to
larger number of people. Event industry generally follows matrix structure and the way these
events have organised depends on suppliers and management. There are different factors which
influence development of event industry which includes socio-cultural, market demand and
technological factors as well. Value of global events not only gives opportunity to customers to
learn something new but it also gives new experience to them as well. Their impact and long
term legacy have been proved through certain kinds of events which include cultural and
community events.

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