Contemporary Issues in Event Management: A Case Study

This essay explores the concept of "eventful cities" and their strategies for urban development, focusing on how cities leverage cultural events to enhance their brand image and economic prosperity. It examines the role of events in attracting tourism, fostering community engagement, and creating a distinct identity. The essay highlights examples like Auckland and ATEED, discussing how strategic event management contributes to economic growth and sustainable development. It references key themes such as creativity, partnership, and recreation, emphasizing the benefits of a well-managed event portfolio for cities. The essay also touches on the challenges and opportunities cities face in the globalized world, advocating for adaptability and the utilization of cultural assets to gain a competitive advantage. The essay concludes by emphasizing the importance of strategic event planning and its impact on the overall success of a city's development and branding.

Running Head: CONTEMPORARY ISSSUES IN EVENT MANAGEMENT
Contemporary issues in Event Management
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1CONTEMPORARY ISSUES IN EVENT MANAGEMENT
Why do cities need to be eventful?
The globalization has created two scenarios for the modern cities:- accept the challenges
and to be adaptive for gaining competitive advantage and either to resist the change and become
deteriorate. Since the future is full of uncertainties, to remain in the competitive market, the cities
are adopting strategies for the utilization of their cultural assets to become distinct for creating
social, economic, and artistic prosperity within the nation. The cities like Aukland, Melbourne,
Canada, Hong Kong, and other developing cities have transformed into festivalisation by turning
and involving themselves in the stream of events. Since festivals and events influence the idea of
citizens of the city, and the growing status of the culture and events have led the cities to endorse
themselves as eventful cities (Richards, 2017). The cities that have not become eventful are
adopting strategies to enter the urban market, for example, "Singapore Roars! Roadshow" and
many others. Because of the events, the slogan of the "festival city" has become very popular in
countries and has become a symbol of brand image. Some of the examples of eventful cities are
Edmonton in Canada, Montreal, Quebec, Guadalajara, and many more.
Cultural events have become an integral part of urban expansion and revival because of
cultural creation, which has become a main fragment of the urban economic development. The
appealing of distinction by the cities is not restricted to the acquisition of architects or
constructing huge buildings but involves an exquisite atmosphere and an excellent place to live
in. Events make the cities fashionable, distinct, competitive, and even cool places to live. The
festivals and cultural events have proved beneficial for diverting people from the tough reality of
day to day life. The managed city. The postmodern city, the entrepreneurial city, the creative
city, and the intercultural city adds vitality to the motionless cities as these cities incorporate

2CONTEMPORARY ISSUES IN EVENT MANAGEMENT
different methods of traditional practice that offer sources of evidence and engagement.
Therefore, it can be said that events strategy adopted by the cities, private sector, and the
government has helped in investing, sustaining, and creating a wide range of festivals so that
they can reap the maximum number of benefits from them (Richards & Palmer, Eventful cities).
ATEED is the creator of Destination AKL 2025 and plays a major role in the
implementation of Aukland's primary areas of visitors' economy. AKL 2025 approach was
launched in the year 2018 for the improvement of Aukland's economic condition. The Auckland
Tourism, Events, and Economic Development (ATEED) goals to provide a sustainable future for
Aukland's tourist economy. ATEED's major event strategy of 2018-2025 has proved beneficial
for the prosperity of Aukland like travel, occasion procedures, regional individuality, community
meeting, opportunities for undertaking, brings people together to share experience, providing
leverage and heritage benefits, and other benefits. ATTED continues to interfere on Aukland's
behalf and participates in strategic influencing, investment, facilitation, event production,
marketing, and leverage (Fudge, 2017).
The key themes of eventful cities and ATEED's event strategy relate to each other
because ATEED is committed to managing the event strategically that benefits the people of
Aukland. Since developing creativity, partnership, recreation activities will bring social and
economic benefits and help in constructing a city that is full of experiences and interests.

3CONTEMPORARY ISSUES IN EVENT MANAGEMENT
References
Fudge, V. (2017). 11 Auckland City amalgamation and culture development using the traditional
Maori concept of Kaiarahi. Coaching and Mentoring in the Asia Pacific, 116-121.
Richards, G. (2017). Emerging models of the eventful city. Event Management, 21(5), 533-543.
Richards, G. (2017). Eventful cities: Strategies for event-based urban development. SAGE
handbook of new urban studies, 43-60.
Richards, G., & Palmer, R. Eventful cities.
Ziakas, V. (2019). Embracing the event portfolio paradigm in academic discourse and
scholarship. Journal of Policy Research in Tourism, Leisure and Events, 11(sup1), s27-
s33.
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