Event Management: Industry Analysis, Planning, and ROI Strategies

This report provides an in-depth analysis of event management, tracing its evolution and impact on corporate and social worlds. It examines how the industry has grown into a strategic tool, enhancing businesses through various event types, from corporate gatherings to international events. The report explores the initial stages of event planning using Judy Allen's D.R.I.V.E event design program, emphasizing the importance of identifying objectives, establishing an event vision, and budgeting. It further discusses the process of calculating Return on Investment (ROI) and includes a case study on the sustainability strategy of the 2018 World Cup in Russia. The report highlights the benefits of sustainable practices, such as 'going green,' and concludes with a summary of key points, providing a comprehensive overview of event management principles and practices.

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Executive Summary
The aim of this report is to analyze the concept of event management and its development
overtime. The report will conduct the analyze by showing how the industry has grown and
become an impactful strategic tool in the corporate and social worlds, and the different ways
a single event can enhance a whole business. The report will also focus on the initial stages of
planning an event following the D.R.I.V.E event design program developed by Judy Allen.
The report will conclude with summarizing all the points.

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Table of Contents
Introduction................................................................................................................................3
Event Management and its Development Overtime..................................................................3
The Process of Growth and Becoming an Impactful Strategic Tool.........................................4
Different Ways of Single Event Enhancing a Whole Business.................................................5
D.R.I.V.E Event Design Program..............................................................................................5
The Process and the importance of Identifying Objectives....................................................6
Importance of the Event Vision and Budgeting.....................................................................6
The Process of Getting ROI...................................................................................................7
Sustainability Strategy of the 2018 World Cup, Russia.............................................................7
The Benefits of “Going Green” that crosses the basic objectives of the Event.........................8
Conclusion..................................................................................................................................9

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Introduction
Creating or planning a large-scale event and developing the plans of the event is the
process of event management. The event includes festivals, ceremonies, conferences,
concerts and parties. The planning of an event includes budgeting, scheduling, selecting
proper site, acquiring permission, correlating transportation and place for parking, organizing
entertainers and décor, securing the event, catering, communicating to the third party vendors
and planning for emergency requirement (Ramaswamy et al.). The event management is
important for building strong business relationship, celebrating events and raising money.
The aim of this report is to analyze the concept of event management and its
development overtime. The report will also analyze how the industry has grown and become
an impactful strategic tool in the corporate and social worlds, and the different ways a single
event can enhance a whole business. The report will also focus on the initial stages of
planning an event following the D.R.I.V.E event design program developed by Judy Allen.
The report will also focus on the process and the importance of identifying the objectives and
goals while planning an event.
Event Management and its Development Overtime
The event management involves with investigating a particular brand, determining its
target audience, analyzing the event and collaborating with the technical aspect before
launching the main event (June et al.). The industry now accepts any kind of events from
small to large size. It includes Olympics to the small business meetings.
However, the concept has evolved over time. The concept was already in the market
and not new, the business now pays attention to the agenda and program of the event
management. Now days, the businesses of all types are paying attention to the service, which

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event management provides. In past times, the planner was there to plan an event and an
organizer organizes the whole event (Allen et al.). However, in modern times, the event
management includes broader perspectives and works, which could include press
conferences, important deals, annual gatherings and functions. The business party wants to
establish a great value while organizing an event.
The development of event management traces back to the professional association of
the meeting industry to the business world. The International Association of Exhibitions and
Events (IAEE) happened in 1928. The Professional Convention Management Association
(PCMA) was established in 1950s, which has helped in progressing towards the modern
concept of event management (Handel et al). In 1995, the first issue of the Plan Your
Meetings magazines mentioned about cell phone to use it for the event organizers. Now, the
professional world of the event management uses technology and digital platform for any
work they want to do.
The Process of Growth and Becoming an Impactful Strategic Tool
In the twentieth century, there were event-planning programs initiated by the well-to-
do families. These families need planners to prepare wedding, receptions and parties (Allison
and Paul). However, the complex event management for the corporate and social worlds has
been started after introducing the cell phone and digitalization. The complexity event
management includes sending invitation to managing the caterers. The professionalism of the
event management helps to organize the various components of the event. However, through
the history many events had been organized for business purposes. These types of events
planning represented royalty and wealth, which would be manifested in festivals, gatherings
and pageants. The necessity for gatherings, meetings and event planning was started with the
growth of the industrialization (Wiseman, James and Scott). With the growth of

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industrialization, the advancement of the transport has helped in growing the event
management programs worldwide. In these days, the political parties and their movement
need event management plans, as leaders need to come together for meeting and share their
views in the party meeting.
With time, it is becoming an impactful strategic tool for the businesspersons. It could
be a tool for communication and strategic management, which is used by any company of any
size. Event managers sometimes use traditional news media to reach the target audience.
Event management is now becoming an important strategy in communicating with the
audiences.
Different Ways of Single Event Enhancing a Whole Business
Events have great impact on managing and improving businesses. Now days, it
become an important criteria for necessary development in business. Event could create
enthusiasm among the employees and other business partners and communicate the necessary
business dealings to them. Now a days, corporate events are common, which is a huge
gathering sponsored by business partners of the corporate. A single corporate event could
enhance the whole business in different ways and that why corporate event is becoming so
powerful (Quinn). There are many reasons for which an event is organized. The reasons
include creating a new lead in the business, rewarding the employees and influencing the
other employees by rewarding, introducing new strategies and discussing the existing
strategies, lancing a new product. The event could be effective in many different ways and it
is helpful in team building exercise, promoting teamwork and unity in the workplace. The
employees and other business executives could be helpful in improving the business.

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D.R.I.V.E Event Design Program
D.R.I.V.E stands for Define Company and the objectives of an event, Research,
develops the event vision, Innovate, and creates a customized experience using event
objectives, Visualize and Execute the event plan gradually within the allocated budget and
time. Judy Allen finds the term in his book Event Planning. The initial stages of planning an
event following the D.R.I.V.E program includes determination of the event objectives and the
allocated budget, envisioning an event or visualize an event and organizing related questions
to the event. After that, the basic planning is started based on the visualization, questions, and
answers (Getz). The event managers are responsible to design the objectives of the event.
Based on this, the initial planning is started. Monitoring the budget is also an important part
in the initial stages of planning the event.
The Process and the importance of Identifying Objectives
The process of identifying the objectives of an event and the importance of
identifying the objectives has discussed in the book by Judy Allen. The author has argued that
before starting the designing plan of an event, the event manager needs to think the reason of
organizing the event, which set the event objectives. The event manger needs to set the
primary and secondary objectives in each of the event (Bodie). The organized event should
meet the expectations of the guest; client and the company as investment of time, energy and
money are involved. The primary and secondary objectives embrace full participation of the
attending guests. Event objectives could be tangible and intangible and these should meet in
pre-event, post event and during the event. The objectives should be hold like a bridge in
collaborating with the future level of objectives of the event. The objectives should hold
value for the company responsible for the event and the participants in the event.

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Importance of the Event Vision and Budgeting
Envisioning an event or event visualization comes after event objectives are set. The
event visualization is the beginning of designing an event. it will help in assuming the
probable cost of the overall event. Event vision could be helpful in calculating backwards the
allocated budget to see that the budget is flexible enough for the event (Bladen et al.). Event
visualization is also necessary for to envisioning the client’s objectives and what has been
imagined for the event. Visualizing an event incorporates five event design principles, which
are the basic elements of an event, the must-haves or most essential featuring of the event, the
venue and style of the event, which is considered as the environment and the important
elements for creating mood and feeling of an event as an outcome.
The materials and the venue and cost-related anything in the event would be included
in the budget. The smallest event even needs a pre-planned budgeting. The budgeting would
help in determining how much money is needed for a particular event. After budgeting, it is
seen that there is no necessity for organizing event in this finance as specific finance would
result in specific type of event (Silvers and Julia). Pre-planned budget is necessary for setting
the event style and venue beforehand and it is the chance for any inclusion or exclusion in the
event.
The Process of Getting ROI
ROI stands for return on investment. Thus, it is related to the return getting from the
investment in an event. The process of getting ROI is to analyze the profit against investment
in an event. It is the profit or return of an event. The event manager should be careful while
calculating the ROI and the client should estimate the ROI before investing on an event. Each
company should have some ROI while investing. The process of getting ROI is estimated by
the profit from an event. It could be tangible or intangible.

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Sustainability Strategy of the 2018 World Cup, Russia
The FIFA world cup is the most well known international event in the whole world.
The 2018 FIFA world cup would hold in Russia. The 2018 FIFA World Cup sustainability
strategy includes waste management system in the world cup (Fifa.com). The waste
management system would help in achieving the objectives of the event. As this type of
sports includes infrastructure and stadium facility, which also includes the foreign guests and
services like catering, transport, accommodation and security, the sustainable strategy would
help in managing large amount of waste produced from the above-mentioned stages of the
event (Jones and Meegan). The waste affects the natural environment of the location and the
stadium. Thus, the sustainable strategy of the waste management would be helpful in creating
healthy environment at the event. The efficient waste management, which includes
organizing and collecting segregated waste that would allow to minimize the negative impact
created from the waste in the event (Fifa.com).
The different sustainable objectives in the FIFA 2018 are to maintain sustainability by
keeping diversity and anti-discrimination attitudes. The world cup should be accessible for
the disabled people and helpful in social development through football and organizers of the
event are aware of providing a tobacco-free event zone to the participants and audiences
(Fifa.com).
The Benefits of “Going Green” that crosses the basic objectives of the Event
The Canadian Medical Association Annual Meeting, 2015 has one major objective,
which proposes to create the greenest event. The event was four-days long and 83,000
Canadian physicians were present at the meeting. The total numbers of attendees were 537
(Eventmanagerblog.com). The basic objectives include setting the policy direction and
improvement of the health care in Canada. The going green has its aim to provide the healthy

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environment to all the Canadians. The going green includes sourcing local menu, which are
organic, seasonal and not processed. However, the event planner has decided to donate the
leftover food to Feed Nova Scotia, which is helpful in reducing the food waste. The event
planners are careful enough to manage the waste produced from the event. Nova Scotia,
which is the event venue of this meeting already, creates the highest waste diversion rate in
Canada. The results of this ‘going green’ project are huge and it could save 45% of food,
which are regionally sourced (Godfray, Charles and Tara). All the event organizers and
clients of the event should accept the Going Green objective. However, it should cross all the
basic or other objectives of any event and the event managers and clients should prioritize the
going green policy.
Conclusion
It can be concluded by stating that the concept of event management is discussed. The
implication of the event management has already discussed and it is the growing need for the
business parties and corporate. The event management is now a very important part in all the
business types. The event management could be implicated from small to large sized events.
The Judy Allen’s D.R.I.V.E program has also been discussed in details, which has given the
reader systematic plans for managing any successful events. The sustainable strategy of the
international event like FIFA World Cup is discussed with other sustainable practices of that
event. It is important to note that any event should encompass the environment friendly
strategies, which has also been discussed.

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References
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Sons, 2012.
Allison, Paul D. Event history and survival analysis: Regression for longitudinal event data.
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Bladen, Charles, et al. Events management: An introduction. Routledge, 2012.
Bodie, Zvi. Investments. McGraw-Hill, 2013.
Eventmanagerblog.com. "How To Meet Green [Case Study]." Event Manager Blog. N.p.,
2017. Web. 27 Oct. 2017.
Fifa.com. "Green Standard For Russia 2018 Stadiums." FIFA.com. N.p., 2017. Web. 27 Oct.
2017.
Fifa.com. "Host Cities To Create A Smoke-Free Environment." FIFA.com. N.p., 2017. Web.
27 Oct. 2017.
Fifa.com. N.p., 2017. Web. 27 Oct. 2017.
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Godfray, H. Charles J., and Tara Garnett. "Food security and sustainable
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Handel, Sean, Gabriel Sandoval, and Mark Orttung. "Event and services inventory
management system." U.S. Patent No. 8,175,926. 8 May 2012.

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Jones, Meegan. Sustainable event management: A practical guide. Routledge, 2014.
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