Event Planning and Management: Moscow City Portfolio Analysis

This report provides an analysis of event planning and management within Moscow, Russia. It begins with an introduction to the city and its historical development, highlighting the significant role of events and festivals. The report then details various event types, including festivals and international mega-events, along with their attendance figures and economic impacts. It explores strategies for event portfolio development, emphasizing the importance of stakeholder collaboration and resource management. The findings reveal the substantial contribution of events to Moscow's economy, including increased tourism, business growth, and revenue generation. The discussion evaluates the overall effectiveness of the event portfolio, while the conclusion recommends strategies for enhancing the city's event offerings, such as infrastructure development and the inclusion of new events to attract both local and international audiences. The report underlines the importance of events in shaping Moscow's cultural identity and economic prosperity.

EVENT PLANNING AND MANAGEMENT
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Executive summary
In this report, different events of Moscow city of Russia are described. In addition, different
strategies and objectives of portfolio development are described in a detailed way. A brief
introduction that contains information about the city has been given at the beginning of this
report. A list of events and the number of attendees are described in a chart. Description of
the impacts of these events is given with specific evidences. Moscow can increase the
number of events for developing current event portfolio by improving the current festivals
and events. However, collaboration between essential stakeholders is required for achieving
the strategies in future.
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Table of Contents
1. Introduction............................................................................................................................4
2. Findings and analysis.............................................................................................................4
Types of events in city............................................................................................................4
Event portfolio........................................................................................................................6
Strategy...................................................................................................................................6
Impacts...................................................................................................................................7
External and internal development of the city........................................................................8
3. Discussion..............................................................................................................................9
Entire evaluation.....................................................................................................................9
4. Conclusion and recommendations.......................................................................................10
Reference list............................................................................................................................12
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1. Introduction
Moscow was a small town in the past and it has developed with the passage of time by
experiencing several events. At present, it is one of the most popular cities in Russia and it is
the capital of this country. At present, near about 13.2 million people are living in this place
and taking active parts in major events of Moscow. As per the Soviet rule, festivals and
events are occurring at the center of the city and more than 90% of residents used to travel for
taking part in these events (Worldcitiescultureforum.com, 2019). In the past few years, major
events in Moscow has been decentralized and spread over the city. However, it has been
found that only 10% of the total theatres are on public demand for their high quality. It means
that the cultural field of Moscow needs to be developed and this improvement in event
portfolio may contribute to the economy of the capital of Russia. This report is focusing on
evaluation of different categories of events in Moscow and potential strategies to develop
cultural and event field of this renowned city.
2. Findings and analysis
Types of events in city
FESTIVALS CATEGORY OF
EVENT
DATE ATTENDANCE
Russian Grill
Festival
Food event 26th to 28th April 50000
World Dance
Olympiad
International mega
event
27th April to 12th
May
35000
Moscow
International Film
Festival
International mega
event
18th to 15th April 130000
Golden Mask
Theater Festival,
Megacity event 16th April 315000
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Moscow
Wild Mint Folk
Festival
International mega
event
28th to 30th June 50000
Maslenitsa Festival Megacity event 4th to 10th March 175000
The Barbecue
festival
Food event 26th to 28th July 100000
Chess and Jazz
festival
Megacity event 26th to 27th July 450000
World Food Moscow International food
exhibition
27th to 29th
September
52280
Journey Into
Christmas
Megacity event 25th December 650000
(Source: Worldcitiescultureforum.com, 2019)
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Event portfolio
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Strategy
Moscow city arranges different events and festivals that help them in promotion of the city to
tourists from all over the world. Different colorful events and festivals attract millions of
tourists every year that creates different opportunities such as, employment, business
development and others (Giordano and Ong, 2017). This includes improvement in economic
situation of the city. Some main objectives are stated below,
 Arrangement of events and festivals can help in increasing social interaction between
people.
 Helping local and national inhabitants to maintain mental health. For example,
helping them to enjoy life and get rid of depression.
 To earn significant revenue and other economic benefits.
 To promote the city as a brand and gain a significant position in the world's tourism
market.
 To increase the number of audience through regular promotion and marketing.
 Increase the political importance of Moscow as a city and capital of the country.
The festival strategy has the main priority of creating an attractive portfolio that can help to
attract visitors from all over the world. A balanced event and festival portfolio helps to create
an authentic experience for tourists from foreign countries (Hiller, 2016). This can help to
increase the importance of Moscow city and the image of Russia as well. Moreover, proper
arrangements of events and festivals can help to increase social interactions among local,
national and foreign peoples. For delivering the strategy in a successful way, it is essential to:
 Manage essential resources that are necessary to organize the festivals and events
successfully.
 Secure a strong events portfolio with respect to events and festivals.
 Maintain good collaboration between public and private organizations that are
responsible to organize and monitor the festivals and events.
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Impacts
Different mentioned events in the event portfolio have a great impact on the economic growth
of Moscow. Different category of events attracts different kinds of audience and contributes
to the country’s GDP. International events are also taking place in Moscow and these events
are enriching local economy of this popular city. According to Laing and Mair (2015), events
attract visitors towards megacities and businesses associated with events grow eventually.
Some of the statistics regarding contribution of major events of Moscow in the economy of
Russia are mentioned below,
- The World Dance Olympiad contributes near about 30000 RUB to the economy of
Russia.
- The Moscow International Film festival generates more than 48500 RUB and
contributes a large part to the local economy as well.
- The Golden Mask Theater Festival of Moscow generates more than 716 million RUB
and this event is considered as one of the major contributors to the Russian economy.
Local businesses are also growing rapidly due to this event (Comunian, 2017).
- In 2018, near about 23 million people have visited Moscow for taking an active part
in mega events and they have spent money on this action.
According to tom Dieck et al. (2018), events are center of attraction and many businesses
emerge to satisfy the needs of people, who take part in major events. Moscow has
experienced about 35% increase inflow of tourists in the last five years. It has been found that
visitors to restaurants and cafes of Moscow have remarkably increased by near about 13.7%.
Success of food festivals organized by the Russian government can be considered as a major
cause behind this hike in a number of tourists. In the year of 2017, more than 5.2 million
people have visited Moscow and most of them have come to take part in major events of this
place (Tourism-review.com, 2019). Festivals of this city ensure turnover of near about 817
billion RUB in every year. These statistics are showing that mentioned events have a great
impact on the local and national economy. People, who are dependent on the tourism industry
of Moscow, mainly focus on major events of this place for income. As a consequence of this
fact, the economic condition of this city is growing with the passage of time. As mentioned
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by Petronela (2016), residents of cities get opportunity to maintain a higher standard of living
if they can ensure sufficient income.
External and internal development of the city
The city of Moscow is the capital of Russia and it has the ability to develop its event portfolio
by implementing effective strategies such as, improving engagement of stakeholders,
improving basic infrastructure and others. At present, the portfolio of festival in Moscow
contains different festivals that have a relation with business, culture, entertainment, and
sports (Szmigin et al. 2017). Different old festivals such as, Kurban Bayram can be included
in the portfolio and development of this festival can be done. This can help local inhabitants
to increase social interaction and impression of Moscow can also be increased. Moreover,
Abdi et al. (2016) contradicted that creation of different colorful and meaningful events can
help to increase political position of the country. In addition, creation of new events like food
festivals and events like concerts can help to enrich the portfolio. On the other hand,
attractiveness of the city to tourists can be increased by regular arrangements of events.
Moscow is also considered as an international business center (Judd, 2015). In this city,
different events and exhibitions are arranged all year round. However, it is necessary to
include a big international business event or festival in the current portfolio. This can help the
city to attract major business investments and this, in turn, can help the city to gain great
economic benefits. Moreover, political significance of the city will also increase. Business
festivals need to increase exhibitions, conferences and other small events, which will attract
small, medium and large businesses in this country,
Different festivals in current portfolio like film festivals, grill festivals, and barbecue festivals
can be re-developed. For example, time span of the festivals can be increased or these
festivals can be arranged in a larger location. This can help the organizers to accommodate a
large number of attendants and can help to increase the attractiveness of these festivals and
the city. As opined by Boes et al. (2016), arranging successful events can help a city to win
bid for organizing international events. Recently, Russia has won the bid of arranging the
FIFA world cup, which is a major success for this country and the city of Moscow.
Moreover, Waldron (2017) argued that the development of infrastructure of the city can also
help to include more events in the portfolio. Development of general infrastructure for
arranging events and festivals like auditorium, stadiums and accommodation facilities can
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help this city to include an increase in events and festivals. In addition, they can increase their
competitiveness to arrange and organize big international events. This can help the city of
Moscow to grow and prosper in terms of economic and political perspective.
3. Discussion
Entire evaluation
Moscow has good and prospective event portfolio that the city hosts and attract millions of
tourists. Some of the major events are Moscow international film festival, world dance
Olympiad, Maslenitsa Festival, Journey into Christmas. The Moscow international film
festival attracts film enthusiasts and artists from all over the world. According to statistics,
this film festival has attracted around 130000 numbers of audiences in the year of 2018
(Inyourpocket.com, 2018). A major portion of audience has agreed that they attend this
festival every year. 34000 foreigners have attended this festival from 131 different countries.
In this festival, 125 films are exhibited that are from 25 different countries all over the world.
Besides, other events are taking place and generating maximum turnover for this country.
Residents of this place are maintaining a high standard lifestyle as employment opportunities
are being created by these major events. As mentioned by Comunian (2017), events represent
culture and heritage of countries. Moscow events are representing enriched culture of the
Russian empire and global audiences are getting informed about the grace of culture of this
place. Events of this city belong to different categories as they focus on different cultures. For
example, the Russian Grill Festival, The Barbecue festival, and other similar food festivals
are representing the food culture of this place to the tourists. These kinds of events are
attracting food lovers. Open the other side, events such as Moscow International Film
Festival is attracting people, who worship art and films.
Overall portfolio of this city shows that it has varied types and a number of festivals and good
planning are maintained. Throughout the year, different festivals and large events are
organized that helps to maintain the attractiveness of the city. Megacity events are attracting
people from different cities of Russia. On the other hand, international events are attracting
foreign people to Moscow. As a result, local and national economy of this country is growing
rapidly with the passage of time. As said by Laing and Mair (2015), organization of different
colorful events and festivals helps a city to gain distinctive identity and increases
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competitiveness in terms of tourist attraction. Successful planning of event portfolio can be
done by equal participation and proper collaboration between essential stakeholders.
4. Conclusion and recommendations
From the entire discussion of this report, it can be concluded that Moscow events are
contributing a large part to the economy of this city and Russia. However, development is
required in some areas to make events more successful in future. All stakeholders of events
need to provide their best effort to organize innovative events. Existing events are successful
enough to contribute to the economy. However, the government of Russia needs to think
about other innovative subjects of events. Renowned organizations must invest money in
these events and they can promote their products as well as services through these events.
Collaboration between stakeholders must be maintained for making events successful.
Overall economy of this country is growing rapidly and more people are getting opportunities
for employment. In other words, it can be stated that these events are ensuring sustainable
benefits to Moscow.
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Reference list
Abdi, K., Divsalar, A. and Safaei, M., 2016. Tourism destinations planning with sustainable
economic development (case study: Kiasar city). Journal of Studies of Human Settlements
Planning, 11(35), pp.67-81.
Boes, K., Buhalis, D., and Inversini, A., 2016. Smart tourism destinations: ecosystems for
tourism destination competitiveness. International Journal of Tourism Cities, 2(2), pp.108-
124.
Comunian, R., 2017. Temporary clusters and communities of practice in the creative
economy: Festivals as temporary knowledge networks. Space and Culture, 20(3), pp.329-
343.
Giordano, E. and Ong, C.E., 2017. Light festivals, policy mobilities, and urban tourism.
Tourism Geographies, 19(5), pp.699-716.
Hiller, R.S., 2016. The importance of quality: How music festivals achieved commercial
success. Journal of Cultural Economics, 40(3), pp.309-334.
Inyourpocket.com (2018), Festivals in Moscow, available
at:https://www.inyourpocket.com/moscow/events/festivals [Accessed on 6th July 2019]
Judd, D.R., 2015. The Infrastructure of Play: Building the Tourist City: Building the Tourist
City. Abingdon: Routledge.
Laing, J. and Mair, J., 2015. Music festivals and social inclusion–the festival organizers’
perspective. Leisure Sciences, 37(3), pp.252-268.
Petronela, T., 2016. The importance of the intangible cultural heritage in the economy.
Procedia Economics and Finance, 39, pp.731-736.
Szmigin, I., Bengry-Howell, A., Morey, Y., Griffin, C. and Riley, S., 2017. Socio-spatial
authenticity at co-created music festivals. Annals of Tourism Research, 63, pp.1-11.
tom Dieck, M.C., Jung, T.H. and Rauschnabel, P.A., 2018. Determining visitor engagement
through augmented reality at science festivals: An experience economy perspective.
Computers in Human Behavior, 82, pp.44-53.
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Tourism-review.com (2019). Moscow tourism revenues reaching astronomical levels.
Available at: https://www.tourism-review.com/moscow-tourism-earns-huge-sums-
news10337 [Accessed on 5th July 2019]
Waldron, P., 2017. Radical Russia: Art, Culture and Revolution. Sainsbury Centre for Visual
Arts.
Worldcitiescultureforum.com (2019), Information about Moscow, available
at:http://www.worldcitiescultureforum.com/cities/moscow [Accessed on 6th July 2019]
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