Event Management Report: Challenges, Opportunities, and Tech Impact

This report provides a comprehensive overview of event management, focusing on the event and entertainment industry in Germany. It delves into current managerial challenges such as tight budgets, strict compliance with laws like GDPR, and the challenges of globalization, while also highlighting opportunities for growth driven by technological advancements and an increasing number of events. The report explores various communication channels used in event management, including advertising, email marketing, direct marketing, and social media, and emphasizes the importance of key communication skills for event planners. It also outlines the processes required to comply with relevant legislation, such as alcohol service regulations, food safety, and occupational health and safety. Furthermore, the report examines the impact of technological advancements like mobile ticketing, augmented reality, and artificial intelligence on the event industry, addressing both the benefits and current issues associated with these developments. The report concludes by summarizing the key findings and emphasizing the importance of adapting to industry changes.

EVENT MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
Overview of the event and entertainment industry Germany......................................................1
Current managerial challenges and opportunities........................................................................1
Communication channel that used in event management............................................................2
Processes to comply with relevant legislation.............................................................................4
Current issues related to technological advancements and their impact in the event..................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Event management is the application of project management that defined as a creation and
development of the large scale events (Ganatra, 2019). Therefore, it is company that provide
services as festivals, conferences, ceremonies, weddings, concerts, formal parties etc. The
present report is based on topic of event and entertainment industry.
Therefore, report will include the following topic as current managerial challenges and
opportunities, communication channels in event activities, process to comply with relevant
legislation. Lastly, assignment will discuss over current issues relate to technological
advancement and their impact on relevant legislation.
Overview of the event and entertainment industry Germany
Market research is one of the crucial key to monitor event and entertainment industry in
order to remain leading in global competition. Henceforth, the largest conventions in Germany is
Berlin and it is one of the most worlds front runners for national and international, conference,
economical, medical and trade congresses (Marin, Modica and Zoboli, 2019). In addition to it, this
can be stated that modern powerhouse of art, entertainment and culture force the visitor to visit
around the globe. It is place that can be called as hub of art and innovation that is centred on
creative industries such are as media, conventions venues and congress. This also applies to
technology in the field of IT. Berlin start-ups are again and again conquering the world. This city
has exactly the right atmosphere for congresses that deal with innovation. The year ahead
promises are to be a time of exciting change as new trends and technologies that drive
innovation, disruption and opportunities for growth in media. Thus, major event can be possible
to promote the tourist industry with a focus on Germany.
Current managerial challenges and opportunities
The event industry has come a long way with potential growth in the past couple of years.
Therefore, the main reason for growth are as cutting edge, technology, innovation in
communication (Bender, Boss and International Business Machines Corp, 2018). Thus, there are
many challenges in event industry and these are as-
Tight budgets- To have look for volunteers than hiring temporary staff. The location has need
be selected as per the targeted budget.
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Strict compliance and laws- there are number of different laws that applied to the industry.
GDPR has become the game changer in which all entities have to be taken extra careful in using
the data of event attendees, sponsors and other involved party. However, data security is crucial
in order to make event successful.
Challenges of globalisation- The German Convention Bureau that has published mega trends
about the shaping of event industry. Therefore, it outlines mega trends, development and it
impacts on event and conventions by the year 2030 (Jacobson and Garcia-Pittman, 2018).
Globalisation is considered as one of the trend that will seriously influence and challenge the
even industry in mid term. Therefore, the number of the organisation that is operating at
international level, it will effectively help in changing ideas in person and expansion in business
form a growing demand for in person events.
Opportunities for organising event-
As per the latest news, event in the Germany is continually growing. Thus, number of
delegates, attending meetings, conferences and meeting and events within the Germany rise by
4.8 to 205 million participants altogether. Thus, uses of new technical advancements were kind
of new noticeable shift in the market.
Therefore, the booms of the past two year have also led to growing range of offerings. It
is the beautiful place where number of visitors comes and Germany has further reinforced its
position as number one meetings and Conventions County in Europe. In addition to it, growing
range of event location being offered is a good and positive sign of the economic strength for
German.
However, new technical innovations, climate all are equipped to the latest technological
standards that raise the attractive of German and conference destinations. It aids to enhance
competitive strength within the market. The key clients of the event in Germany are mostly of
the commercial enterprises.
Communication channel that used in event management
Media channels inclusive of print media, broadcast media, display media and electronic
media. Events are mainly occurrences to communicate particular messages to target audience,
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opening ceremonies of various kinds and sponsorship of various events come under the
communication channels. Therefore, this are defined in following manner are as-
Advertisement- It is public mode of communication. This aids to communicate simultaneously
to large number of people. Therefore, this defined as an effective method that aids to reach
geographically dispersed potential buyers at the low cost exposure. However, event organiser
should have thus tool so that they can reach to the maximum individuals.
E-mail marketing- In order to build strong campaign it is crucial to build a strong newsletter
list. To build strong market campaign the event organiser must have use email marketing so that
news of the event can reach to the maximum individuals. Today's this is one of the most
attractive tool that aids to attract the potential customers within the market.
Promote and engage- The mass communication system is one of the effective tool as it supports
to promote event. If the guest register for the event they opt in order to receive the event based
messaging and set their preferences that shows up that which communication channel is best.
Organizers association can notify their attendees of their special events that are coming up,
awards are being handed out and promotions are happening (Savita, Muniandy and Mathiyazhagan,
2018). After completion of this event, the system is still useful as it provides simple way to
collect guest surveys and evaluation about the success of event can be done.
Build and inform- An integrated communication channel is also an effective tool as it builds
strong relationship with the guest. If they opt in order to receive event updates, they just provide
it with event updates, best contact information and marketing gold etc. Henceforth, the
organisation can seize the opportunity to get engage with guest beyond the event. By providing
the timely information about the event they may be interest in attending the relevant information
and also allows to get engage with customers.
Direct marketing- The alternative to these are as direct mail, email and telemarketing. In these
case the message is addressed to the specific person and the emails are normally standardized to
gain efficiency. With the help of direct marketing the event can be more successful as this allows
to have effective communication between event organisers, team and guest.
Key communication skills for successful event planner should address the following as are-
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Event planning is about the building better relationship during and after an event.
However, solid communication skills are crucial when it comes to the profession. Therefore,
success of the event is mainly based on-
Excellent presentation skill- It is crucial to demonstrate the event successfully with better
presentation skill of the organiser. Thus, attractive presentation aids to gather the focus of
customers.
Ability to express thoughts- This is important to delegate the task of agenda to colleagues and
teammates so that all planning about the event can be successfully drawn. However,
communication with vendors, partners and speakers is most often handled personally.
The power of negotiation- Budget is needs to be over super generous when its come to the large
scale events, negotiating deals with suppliers and hotels can save to have great deals and also
establish long term connections.
Processes to comply with relevant legislation.
Legislation defines the governing legal principle that outlines the responsibilities of event
organisers and other stakeholders such as local authority and to protect the safety of public (Raja
and Singh, 2018). Therefore, laws and regulations must be applied to run event successfully.
Thus, successful compliance with laws and legislation requires analysis of regulations with
regard to specific event to develop event procedures and related support documents.
Henceforth, identification of compliance requirements are defined in below contexted manner as
are-
 Responsible service of alcohol.
 Food safety
 Occupational health and safety
 security and crowd control
 Entertainment facilities
 To have the use of temporary structures.
Developing procedures for event compliance- There are number of the documents that must be
required by the authorities and legal bodies. Henceforth, these documents are as plans,
application, risk assessment and these all assist in addressing event legal compliance issues.
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However, the event organiser needs to build on their documents and checklist to rigger sound
management and legislative compliance. This is one of the efficient document of good practice
that use templates and document to conduct the things effectively. There are numerous task that
are involved in work procedures and the checklist and forms used by the organiser that supports
the procedures. They must have standard way of doing business or performing the task that will
always consider as event compliance. Henceforth, these procedures are needed to be sorted,
collected and placed into one procedure. They published in book format for all the staff and
contractors that use as a basic requirement. In this kind of computerisation, individual procedures
and forms that can easily be updates in the single format. It is the company that commitments to
implement and maintain compliance with all laws that governs the sales and service of alcohol.
Responsibilities- The event coordinator is responsible for obtaining all the necessary licenses
permits and approval in liaison with. Hence, it must be taken form
 State liqueur licensing authorities
 Local council
 Licensing police.
Coordinators- The event coordinator or event assistant must be responsible for-
 To encourage event responsibilities, attitudes towards the promotion sale, supply and
consumption of liquor.
 To provide the adequate control over the sale, disposal and consumption of liqueur.
In order to establish the event successfully, it is crucial to comply with the all legal
requirement so that things can be done effectively. By complying with the all legal requirements
the event can be managed successfully.
Current issues related to technological advancements and their impact in the event
With the constant development of technology advancement, enhancement and charges all
are easy to understand that why technology in the event industry is every changing. Here are the
most important updates and these are as-
Tickets go mobile- Mobile is taking each enterprise at storm and the event industry is no
exception. Therefore, first wave of mobile innovation has come with ticket system of buying.
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Now, the smartphone can become the ticketing point of sale ( 4 Ways Technology Is Changing the
Events Industry, 2017. ).
Argument reality- Lot of trade shows and conferences can involve demonstration. Thus, AR
being used at event and that allowed participants to use AR to see the technology within their
latest model of car.
Artificial intelligence- It is the software that mimics human behaviour and process. This is one
of the effective tool that boost the productivity and predict the near future. Thus, AI supports to
provide assistance to customer about accessing the information of event. It is tool that is
replacing the human element.
Current issues-
It can be said that Technology is not only helping firms but also put on more interesting
and engaging events. This significantly reduce time expenditure and also assist to improve the
visibility expanding audience reach. The integration of the software, AI and digital technology
within the event planning and marketing that has created the simple solutions for problem facing
organisers. Thus, this technical advancement allows event organisers to simplify the task of
reaching out to the customer base. Therefore, the huge number if events happens every day and
this is very critical now a days to attract right audience group about the events.
CONCLUSION
Hereby, it can be concluded that event management is an activities that assists to organise
promotional, business and social events. Thus, report is based on event management activities.
However, following things has been covered as overview of event management, challenges and
opportunities, communication channel that aids to carry event activities successfully. Lastly,
report has defined the current issues of technical advancement on event activities.
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REFERENCES
Books and Journals
Ganatra, B., 2019. Advance Practice Registered Nurse Heart Failure Clinic: Impact on
Supporting Self Managment and Quality of Life.
Marin, G., Modica, M. and Zoboli, R., 2019. Disaster Risk Managment: Building the Disaster Risk
Assessment Tool for Italy. SEEDS Working Papers Series. 3. p.2019.
Bender, M., Boss, G.J. and International Business Machines Corp, 2018. Calendar managment to prevent
stress. U.S. Patent Application 15/294,103.
Jacobson, J.C. and Garcia-Pittman, E.C., 2018. Case of A Patient with Bipolar Disorder and Delayed
Subcortical Dementia Onset Following Acute Lithium Toxicity. The American Journal of Geriatric
Psychiatry. 26(3). p.S97.
Savita, K.S., Muniandy, M. and Mathiyazhagan, K., 2018, August. Smart Event Management Waste Bin.
In 2018 4th International Conference on Computer and Information Sciences (ICCOINS). IEEE.
Raja, A. and Singh, S., 2018. Event Study on Appointment and Removal of Chairman: Case of Tata
Group. Amity Business Review. 19(1).
Online
4 Ways Technology Is Changing the Events Industry. 2017. [Online]. Available through:
<https://www.entrepreneur.com/article/289909>.
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