Event Management Concept Plan Report: Industry Analysis & Strategy

This report provides a comprehensive analysis of event management, specifically within the context of the German event industry. It begins by outlining the current managerial challenges and opportunities, such as reaching new attendees and securing sponsorships, alongside the growth of the industry. The report then examines the communication channels utilized in event activities, including media relations, social media, advertorials, newsletters, business events, and sponsorships. Following this, the report details the processes necessary to comply with relevant legislation, such as permits, insurance, performing rights, and taxes, as well as employment and health and safety laws. Finally, the report addresses current issues related to technological advancements, including lack of privacy, disinformation, and increased costs, and their impact on the event industry. The report concludes by emphasizing the importance of adapting to these challenges and leveraging opportunities for continued growth and success in the dynamic event management field.

Event Management
Concept Plan

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1) Current managerial challenges and opportunities..............................................................3
2) Communication channels used in event activities.............................................................4
3) Processes to comply with relevant legislation...................................................................6
4) Current issues related to technological advancements and their impact in the event industry
................................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Event management is defined as application of project management for development and
creation of large events like conferences, weddings, ceremonies, festivals, concerts, formal
parties and conventions (Braglia and Frosolini, 2014). This requires studying of brand,
identification of target audience, devising concept and coordinating technical aspects before
launching of any events. It is very important for organisation and individuals to plan each and
every events in advance to make it success. Germany is regarded as leading place in terms of
event and entertainment industry which conducts different events for business and organisation.
The various types of events are conducted at marketplace which are designed and made by
respective industry. This report highlights about challenges & opportunities and communication
channels for event industry. The process is followed along with current issues and their impact
on event and entertainment industry is discussed.
MAIN BODY
1) Current managerial challenges and opportunities
According to 2017, events in Germany has rose by 2.8% to 405 million. The using of new
technology leads to change market and their users. The events includes meeting, conferences,
seminar and others. All these are increasing day by day due to need and demand of users. Small
meeting up to 50 participants has increased and mid sized events that is 51 to 100 has grown by
2.7 percentage points (Germany's meetings, conference and events sector trends revealed, 2019).
There are large number of events which took place in Germany and increase in percentage of
those events from year to years. Germany is also regarded as 14th rank in conducting of events
and activities. In order to run event and entertainment industry, individual and organisation has
to face various challenges and opportunities. These creates problem in success and growth of
business in an effective and efficient manner. The different current managerial challenges and
opportunities are faced by event and entertainment industry of Germany.
The first challenge is Reaching New Attendees where there are more than 49% of
respondents which focus on planning events in future time period (The Top Challenges Facing
the Events Industry in 2019, 2019). It is difficult to find new attendees for attending that events.
This is challenging factors for event and entertainment industry to reach or find new attendees

for their set events. This leads to low entry of attendees which creates problems in success and
growth of events.
Second is Securing Sponsors for Event which is also important challenges which is faced
by event industry in Germany. As events are conducted at huge level, it is not possible for single
person to conduct it alone which requires investor or other person to invest it in business. This
requires fund investments to use budgets on food, drinks, insurance, staff benefits. The
sponsorship helps in better results of business.
Third is Insufficient Event Budgets for conducting events at huge level, it is very important
to make proper budgets. As out of 10, 4 has said they will expand budget plan in coming year for
making event successful. It is very important to spend money in promotion and marketing for
making budget to be effective and efficient. In order to solve issues of insufficient budgets,
proper planning and monitoring should be done in effective and efficient manner.
Similarly, there are some opportunities which are available for event and entertainment
industry. These opportunities helps in growth and success of event and entertainment industry at
marketplace. These advancements in events comes up with career options which are available to
seek opportunity for individuals and organisation. There are different opportunities which are
available for event and entertainment industry at Germany. In 2015, 86% of product and service
suppliers in events and meeting sectors are named as important goal of organisation. There is
growth in sustainable offers for events which has increased and 40% of German venues is
regarded as sustainability management system. There are different opportunities available for
Germany to develop their event and entertainment organisation for better outcomes. There are
many industries which has supported event business in effective and efficient manner. In current
scenario, event and entertainment business is the fastest growing in market as compared to
others. There is sustainable development which covers social aspects. This also helps in
promotion of event business at market. It provides guideline and regulation which are required to
be followed in event organising business in proper manner.
2) Communication channels used in event activities
Communication is defined as tool which is used for transferring data and information in
an effective and efficient manner (Cserháti and Szabó, 2014). There are different types of
communication channel used in Germany for event activities.

First is Media Relations which helps in circulating messages with help of media channels
in order to manage business and their activities. It includes fact sheets, on site media tours for
creating awareness among users for events. It is very important for business to develop good
media contact lists and creating relationships for managing risk, issues and promoting business.
Second is Social Media which are the most common communication channels which are
used by event industry while conducting any events at marketplace (Public relations tools and
activities, 2019). These helps in communicating with customers within no time. It includes
twitter, Facebook, Instagram and others for communicating among people in Germany. It is
highly used communication channels by large number of organisation in market.
Third is Advertorials which are the type of communication channels in form of reviews
or new stories in newspaper. In Germany, event and entertainment industry uses such channels
for communicating among audience about happening of events. They employ marketing
professionals for developing TV Advertorials in form of product placement.
Fourth is Newsletter which is another communication channels which is used by
respective country for promoting business, keeping users inform about products and services.
The event and entertainment industry uses such channels to strengthen personal connection with
consumers and reflecting business brand and personality. There are many people who go through
newspaper which helps them to know about upcoming events at marketplace.
Fifth is Business Events which are considered as opportunities for business for gaining
exposure, promoting goods and services and proving information to reach consumers (Delias and
et. al., 2015). In context of Germany, event and entertainment industry focus on different
business events to reach users in effective and efficient manner. This also build customer
confidence towards events organised company.
Lastly is Sponsorship or Partnerships where communication channels are good for
business. The partnership and sponsorship helps in building goodwill and loyalty towards firm.
There are various events which are conducted in Germany under sponsorship of various brand
for promoting it at marketplace. This is very important for event and entertainment industry to
use effective communication channel so that goal and objectives can be achieved in effective and
efficient manner.
Therefore, the above mentioned communication channels are used in event and
entertainment activities to create awareness among consumers regarding happening of any

events. These helps in achievement of goal and objectives of business through attracting large
number of consumers and users for events to be taken place in market.
3) Processes to comply with relevant legislation
There are different regulations which are made for event industry of Germany (Fang,
Huang and Li, 2013). All the regulations are different from one another. While organising any
parties, meeting, events in Germany, different legal regulations has to be followed for effective
outcomes.
First is Organising Permits while any parties, events, concerts which are open for public
has to be reported to local authorities against fee. If any parties with bidden guests has arranged,
then it is considered as private and fee occurred in rare exceptions. As per regulation, if event
industry has arranged any small private parties, lectures, meeting they it is not required to be
reported.
Second is Insurance which is very important to do insurance of their guests in case of any
harm or damage occurred to them. This regulation protects rental equipment and human beings
from damages and harm.
Third is Performing Rights Organisation which is called Gema. This collect fees on
behalf of music which is being used during events such as background music, live band and
others. This regulation protects laws and rules of society.
Fourth is Taxes where sales tax rate is 19% in Germany (Germany Sales Tax Rate – VAT,
2019). If organisation arrange any event in Germany, then they have to hire German event
service provider.
The legalisation of German is friendly and complex as it is based on variety of sources.
These legalisations provide productive cooperation and fair judgement to all event planner. For
event and entertainment activities, different legalisation has to be followed by organisation.
First is Employment Law where all the employee working for event organisation, should
be treated equally and fairly so that they can achieve goal and objectives in an effective and
efficient manner (Homburg, Jozić and Kuehnl, 2017). This law helps in productive and fair
cooperation of employees and employers in an organisation. This assist in overall achievement of
positive outcomes for business.
Second is Health and Safety Law which is the most important legislation which focus on
providing health and safety law to working employees and employers. As there are different

activities which has to be performed in event organisation so employee's health and safety should
be ensured.
All the above should be followed by event organisation so that better results can be
achieved. Each and every legalisation should be followed in proper process by event
organisation. Therefore, with these legalisation, business can be run in proper manner.
4) Current issues related to technological advancements and their impact in the event industry
With rise in technology, there are various issues and problems which are faced by
organisation for running their business successfully (Kassens-Noor and et. al., 2015). These
technological advancement has impact event industry. Germany is the world's most innovative
economy which focus on new and update technology. The technological advancement has
brought issues in event and entertainment industry. The latest and updated technology used in
hosting events helps in creating awareness among consumers regarding occurrence of events.
The issues which are faced due to technological advancements are discussed here.
The first is Lack of Privacy where the advancement of technology has made work of
individual very easy along with it has increase issues of privacy due to hacking of data and
information (Masterman, 2014). This has impacted overall business performance and their
activities. In case of Germany, it is highly advanced in terms of technology which leads to lack
of privacy of data and information. There is some act formulated in order to protect privacy of
consumer in proper manner.
Second issue is Disinformation which is faced by many organisations due to
advancement of technology at marketplace. There are many situations arise in front of event
planner where they lack confidential information. If important information is lacked by them
they cannot conduct activities in proper manner. It is the current issues because of advancement
of technology and impact business in negative manner.
Third is Increase in Cost which means to adopt highly advanced technology in
organisation, high cost is required (Preuss, 2015). This is not easily accepted by all types of
organisation as cost incurred is huge. In case of event management organisation, latest
technology is required to be adopted in business for effective outcomes. If event organisation
does not adopt new and updated technology, then they have to face issues and problems. This
leads to generation of low profits for business.

Therefore, the above are the issues which has occurred to technological advancements
and impact event industry. These issues keep on changing due to technology and impacting it in
negative manner. These issues are very common in Germany because it is highly advanced and
develop place having new and updated technology which leads to rise in issues.
There are different theories which are used for technological advancement in order to
achieve goal and objectives of business. This theory has impact event industry which are
described here. The theory is Disruptive Innovation, according to view of Clayton Christenson,
there is disruption of established business due to new entrants. It is the way of challenging to
other companies with few resources and products. In case of event industry, different issues has
been faced by them due to innovation. It is classified into four parts. They are described here.
First is not all innovation is disruption- As all technological advancement does not affect
event industry of Germany. Some innovation are done to work in proper and effective manner.
Disruption means cause to something which create problems in running business successfully.
Second is Disruption can be low end or new market- There are different disruption such
as low end where business comes to bottom of market where everything is good. In case of new
market, compete against non consumption at low margin. This can create problem for event
industry if they come up with new and innovative process at market.
Third is Disruptive innovation is a process, rather than product or service- Innovation is
regarded as process rather than product or service. It is very important to make innovation
though it can harm event industry at high level. Technological advancement can harm media
sector which leads problems in running business successfully.
Fourth is Choose Your Battles Wisely- It is very important to know about what other are
following technology and innovation for their business. In case of media industry it is affecting
highly because user want new and innovative things for further process.
Therefore all above points should be considered by event industry while conducting any
event at marketplace for better results.
CONCLUSION
From the above report, it has been concluded that event and entertainment industry plays
an effective role in growth and success of business. There are various types of events which are
conducted such as wedding, game sponsorship, concerts and others. The event industry has to go
through various challenges in terms of insufficient funds, new attendees and opportunities in

terms of earning maximum profits and gains. There are various communication channels such as
social media, newsletters and others which are used by event and entertainment industry for
creating awareness among users or consumers. The legislation has to be followed for event
activities. With rise in technological advancements, various issues have been created and
impacted event industry.

REFERENCES
Books and Journals
Braglia, M. and Frosolini, M., 2014. An integrated approach to implement project management
information systems within the extended enterprise. International Journal of Project
Management. 32(1). pp.18-29.
Cserháti, G. and Szabó, L., 2014. The relationship between success criteria and success factors in
organisational event projects. International Journal of Project Management. 32(4).
pp.613-624.
Delias, P. and et. al., 2015. Supporting healthcare management decisions via robust clustering of
event logs. Knowledge-Based Systems. 84. pp.203-213.
Fang, J., Huang, G. Q. and Li, Z., 2013. Event-driven multi-agent ubiquitous manufacturing
execution platform for shop floor work-in-progress management. International Journal
of Production Research. 51(4). pp.1168-1185.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Kassens-Noor, E. and et. al., 2015. Towards a mega-event legacy framework. Leisure Studies.
34(6). pp.665-671.
Masterman, G., 2014. Strategic sports event management. Routledge.
Preuss, H., 2015. A framework for identifying the legacies of a mega sport event. Leisure
studies. 34(6). pp.643-664.
Santhi, N., Eidenbenz, S. and Liu, J., 2015, December. The simian concept: parallel discrete
event simulation with interpreted languages and just-in-time compilation.
In Proceedings of the 2015 Winter Simulation Conference (pp. 3013-3024). IEEE Press.
Torkildsen, G., 2012. Leisure and recreation management. Routledge.
Online
The Top Challenges Facing the Events Industry in 2019. 2019. [Online]. Available through:
<https://www.eventbrite.com/blog/event-industry-challenges-ds00/>.
Public relations tools and activities. 2019. [Online]. Available through:
<https://www.business.qld.gov.au/running-business/marketing-sales/marketing-
promotion/pr/tools-activities>.
4 Ways Technology Is Changing the Events Industry. 2019. [Online]. Available through:
<https://www.entrepreneur.com/article/289909>.
Germany's meetings, conference and events sector trends revealed. 2019. [Online]. Available
through: <https://ftnnews.com/mice/34189-germany-s-meetings-conference-and-events-
sector-trends-revealed>.
Germany Sales Tax Rate – VAT. 2019. [Online]. Available through:
<https://tradingeconomics.com/germany/sales-tax-rate>.