Global Events Industry Analysis: Development, Structure & Strategies

This report provides a comprehensive analysis of the global events industry, focusing on its diversity, structure, and the various factors that influence its development at both local and global levels. It examines different types of events, including hallmark events like the Chelsea Flower Show, major events such as the British Grand Prix, and mega events like the FIFA World Cup, evaluating their respective structures, organization, and societal roles. The report further delves into the key factors that shape the development, structure, and organization of the events industry, assessing the impact and legacy of a range of global events. Management strategies used to support responsible event development are reviewed and critically evaluated, with a specific focus on the environmental impact of global events and the effectiveness of responsible event development strategies. The analysis highlights both the positive and negative influences of various factors on event organization and their contributions to society, emphasizing the importance of sustainable and economical resource utilization.

Global Events

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Diversity of the global events industry including structure and how the event is organized
along with place of different types of events in society .............................................................1
Explanation of factors which influence development of events on local and global level ........3
Evaluation of key factors which influence development, structure and organization of the
events industry and role of events in our society........................................................................3
Key factors which have influenced and shaped the events industry and the role they play in
society .......................................................................................................................................3
Evaluation of impact and legacy of range of global events .......................................................3
Review of management strategies used to support responsible event development ..................3
Critical evaluation of specific management strategies across range of global events ...............3
Critical assessment of impact of global events on different levels of the environment and
evaluation of responsible event development strategies ............................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................3

INTRODUCTION
The global events industry consists of different types of events and different strategies are
utilized to ensure responsible completion of events. The organization selected for this report is
Excel London which is convention centre in London and looks at the current global events
market and how the market can be exploited. Diversity of the global events industry and factors
which influence global as well local events industry is explained in this report. Evaluation which
influence development, structure of the industry is completed in this report along with evaluation
of legacy of range of events. Review and critical evaluation of management strategies for
responsible event development is also provided in this report.
MAIN BODY
Diversity of the global events industry including structure and how the event is organized along
with place of different types of events in society
The global events management industry is highly diversified and includes range of
different events which have different structure and are organized to attain different objectives
(Ahmed and et. al., 2019). The different types of events which depict diversity of the global
events industry are explained below:
Hallmark events
This type of event is defined as events which occur regularly on restricted time period
and aim to build recognition, attractiveness and profits of tourism destination for a short or long
span of time. The focus is on using the unique characteristics, position or specific time period to
build involvement and gain attention. An example of Hallmark event is the Chelsea Flower
Show in UK which is a garden show held for five days by the Royal Horticulture Society. The
show has gained high status as it is attended by the members of British Royal family and attracts
visitors from all over the globe.
Structure: Most Hallmark events are within the non-profit sector and many seem to
integrate a level of public ownership or control. This is because of the need for the community to
feel ownership of its traditions and image making and stakeholders to justify continues support
(Almeida and Garrod, 2021). This affects the structure of Hallmark events as such events usually
follow flat structures. In case of Chelsea Flower Show, the members of the Royal Horticulture
society arrange the event along with other gardening events in UK.
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How the event is organized: Hallmark events are organized by event organizations which
may be event specified bodies or by project teams or specific teams at the company. In context of
The Chelsea Flower show, the event is Organized by The Royal Horticulture society. The
members of the society work together foe successful completion of event.
Place of event in society: Hallmark events serve important place in the society because
they help increase tourism in specific regions. Hallmark events are focused on image making and
are directly associated with the region in which they are held. The contribute to tourism
development and help create global cultural identity for a region. In case of the Chelsea Flower
show, the event has an important place in society because it not only boost tourism in Chelsea
but also promotes Horticulture and gardening.
Major events
These events are described as events which gain significant media coverage and hold
significant importance on an international level (Armbrecht, Lundberg and Andersson, 2019).
An example of major event is the British Grand Prix which is held on annual basis in United
Kingdom by The Royal Auto mobile Club. The event has global significant and attracts attention
of thousands of spectators on a global scale.
Structure: Major events are complicated as they are organized on a grand scale and have
high international importance. External event organizing firms are hired or in-house teams are
created in order to handle major events. In case of the British grand Prix the major event is
handled by the Royal Auto mobile Club.
How the event is organized: Major events are organized on a large scale to gain
maximum return on investment by the stakeholders. In case of the British grand Prix, the event is
organized on global scale with many international motor sports players participating in the event.
The event is organized by Royal Auto mobile Club.
Place of event in society: Major events are valuable for the society as they unite public
on a global scale for periodic annual gathering. Major events, specifically major porting events
engage interests of large number of individuals on an international scale as players from different
countries participate with competitive spirit (Di Vita, and Morandi, 2017). The British grand Prix
is highly important for the society as it unites global motor sports fans with the competitive spirit
and helps in promotion of motor sports all over the world.
Mega events
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A mega event is described as an event which attracts attention of large global population
and impacts global economies significantly. The expansive scale of mega events is depicted as
volume of visits is over 1 million and capital costs of the event starts at 500 million (Jiayue,
Qiaozhi and Ting, 2019). These events are must watch event as every individual wants to gain
knowledge of the results and happening of the event. The example of the mega event is the FIFA
World cup 2010, held at South Africa. The event is organised at the global level as there are
multiple teams that participate from all over the world.
Structure: These types of events are organized through competitive bidding. This type of
event has complex structure as the organiser has to take care of cultural sensitivity and factors in
order to show respect to each country. For this event teams are made and coordinators are hired
from all countries participating in FIFA world cup. This event is the mega sport event.
How the event is organized: the mega event are organised by the one country in order to
scale up the brand image of the country worldwide. In context of the FIFA World Cup the South
Africa organised the whole event in year 2010. For the mega like FIFA world cup there are some
pre – mentioned policies in order to organise the event.
Place of event in society: the mega events are the global level events and has great value
in the society. For the country in which the mega event is organised the country has great value
for it as on the successfulness of the event the has staked its reputation. The FIFA World cup is
the sports mega event that has huge importance in whole country in youth and big age people.
Explanation of factors which influence development of events on local and global level
Hallmark events: As the hallmark events are the small level events that are organised regularly
over the restricted period of time. There are many factors associated to this event that influence
the development of these types of event at global and local level. The factors are discussed
underneath:
 Low popularity: the hallmark events are not highly popular at the global or national
level (Juan, Yi-bing and Ni, 2017). For example the Chelsea Flower Show organised in
UK in not that much popular to attract lots of guest or visitors. Due to this, these events
are not able to expand itself locally and globally because it will cost more the organisers.
 Low budget: the Hallmark events are mostly organised in the name of charity,
informational program that has limited budget. The small resource of finance does not let
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an organiser to expand or develop itself more at local level. The limited budget does not
let these events like Chelsea Flower Show to conduct outside the national boundaries.
Major events: These events lacks in becoming the mega events due to the some factors that
restrict them to grow and develop at local or global level (Kim and et. al., 2019). In context of
British Grand Prix the factors are discussed below:
 Limited audience: in the events like British Grand Prix the audience segment is limited
and also monolithic as they are part of event with common interest. This event was
organised by royal auto club which has limited luxury audience and also the gathering for
these events is limited. This limits the development of such events at global level.
 Less entertainment: the major events are not contained with major entertainment as they
are more socially sophisticated and only has a focus of increasing the return value of the
stakeholders and investors. The major event are more like professional and business
purpose gathering. In context of British Grand Prix the event was only for the motor
sports vehicle and else there was no entertainment to explore.
Mega events: These events are covered in a global scale and is influenced by various factors
which influence mega events. The primary factors which influence mega events are provided
below:
 Global expansion: This factor influences mega events as global expansion of the events
industry has lead to increased number of viewers for mega events. This increases the
scope and significance of mega events and has positive influence on the success of mega
events as spectators from all over the globe view mega events. In case of the FIFA world
cup, global expansion of e3venbts industry has increased the viewership of this mega
sporting event.
 Bid team composition: Mega events are usually developed after competitive bidding.
The bidding team composition influences the venue and location where mega events will
be held (Makarychev and Yatsyk, 2020). In case of the FIFA world cup the bidding team
composition of different international confederations decides the winning bid for the
world which is completed seven year prior to the world cup. This bid affects the venue of
upcoming world cup and also the future world cup.
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Evaluation of key factors which influence development, structure and organization of the events
industry and role of events in our society
There are various factors which impact the organization , structure and role of hallmark,
major and mega events in the society. In case of Hallmark events the low budget of such events
influences their role in society and budget. The positive influence of this factor is that it leads to
economical usage of resources at Chelsea Flower show which increases sustainable organization
and structure of mega events. This has positive influence on their role in society and local
communities benefit from sustainable and economical construction of events (Neal and et. al.,
2021). The negative influence of low budget is that it reduces ability to utilize advanced
technology at Chelsea Flower show for structure and organization of such events and limits their
success which negatively impacts the contribution to society. Major events are influenced by
limited entertainment provided by these events. The positive influence of this factor on major
events such as British Grand Prix is that it attracts loyal fans of the activity or sport associated
with events which increases revenue for effective organization and structuring of event in future.
The negative event of limited entertainment at British grand Prix is that it is not able to gain
attention of large number of individuals which restricts the scope of the events which limits their
social contribution. One of the primary factors is global expansion of the events industry. The
positive influence of global expansion for mega events is that it has has opened tourism
opportunities related with such events. This affects the structure and way the events is organized
positively as it helps attain revenue from global tourists. In addition to this the role of Hallmark
events in society is also positively affected as it improves conditions of local community though
tourism. The negative impact of global expansion is that it increases bidding competition which
impacts the way events are organized (Orefice and Nyarko, 2020). In addition to this role of
mega events in society is also changed as global expansion results in increased environmental
damage caused by mega events which is negative influence.
Key factors which have influenced and shaped the events industry and the role they play in
society
There are various factors which shape and influence organization, structure and social
contrition of various events in the society. Limited budget, lack of entertainment, global
expansion of the evens industry and low number of audience are some of the factors which play
a significant role in shaping the global events industry including different types of events ans
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shape the structure and organization of the evens industry. Low budget has beneficial impact on
Hallmark events as it increases sustainability and reduces wastage while drawback of this factor
is that it limits the grandness of the events (Peifeng, Yilong and Qiaoming, 2017). The limited
entertainment provided by major events such as British grand Prix has beneficial influence on
their contribution to society as it attracts loyal audience to such events which shapes the way
they are structured and organized while the drawbacks is that it reduces the number of audience
present at such events. The global expansion of events industry has shaped Mega events and
provides various benefits such as increased reach while the drawback of this influencing factor
is that is decreases sustainability of mega events which shapes structure and organization of
mega events such as FIFA world cup.
Evaluation of impact and legacy of range of global events
Hallmark event
Chelsea flower show is a hallmark event which has created a significant legacy on a
global scale. The legacy of Hallmark events is centred around the specific region where the event
occurs. The local community is able to gain global representation and celebrate spirit of unity
because of Hallmark event happening in their region. In context of Chelsea Flower Show the
positive legacy of the event is related to promotion of Horticulture and gardening on a global
scale. This event acts as a place to revitalize gardening traditions in the region and increase
community participation on Horticulture. The negative legacy of such Hallmark event is that it
results in price inflation of various products in particular for tourists (Quach and et. al., 2021)
(Rod, Isuster and Chandler, 2021). In case of the Chelsea Flower show the annual event leads to
increase in prices of gardening tools and other Horticulture items.
Major event
British Grand Prix is major annual event held in UK which has created positive and
negative legacy in the country. The positive legacy of the event is that it helps raise profile of the
country on a global scale. British grand Prix has created positive global legacy as leads to
expansion of culture perspectives in motor sports as different countries engage in healthy
competition during the event. This creates shared experience for many spoilsports fans and helps
in economic progress of the region. The negative legacy created by Major events is that after the
completion of the event the venue is not used and costs for maintenance of the venue have
negative impact on local government authorities. The motor sports venues for British Grand Prix
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require heavy maintenance costs which is negative impact of the event on surrounding
environment.
Mega event
The FIFA world cup is mega event with global viewership and has created a positive as
well as negative legacy. The positive legacy of FIFA world Cup is that it has lead to increase in
international awareness of Football encouraging participation from different countries. The
positive impact of this mega event is that it leads to job creation on global scale. The negative
legacy of this event is associated with environmental damage.
Review of management strategies used to support responsible event development
Hallmark events
Inclusive management: This is management strategy used for sustainable development of
Hallmark Events. Hallmark events are associated with specific regions and become part of
identity of the region. Inclusive management helps in sustainable and responsible development
of the event as it helps in expansion of cultural perspectives. The Royal Horticulture society
which organizes Chelsea Flower show has taken steps to implement inclusive management in
order to promote diversity in Horticulture industry. This involves appointing diversity and
inclusion manager review RHS events and exhibition and enhance diversity in the Horticulture
industry in UK (Juliet Sargeant's advice to future Black garden designers: 'Develop a thick skin
& keep persisting', 2021). This is beneficial for the event as it will increase diverse community
engagement while the drawback of this strategy is that it may increase conflicts regarding the
winners of the show.
Major events
Strategic security management: This management strategy enables sustainable and
responsible development by supporting data driven security security that is quantifiable,
measurable and practical (Rudeva and Simmonds, 2021). This management strategy is used at
British grand Prix which ensures effective crowd control and helps provide safety to players
participating in the motor-sports event. The benefit of this management strategy is that it creates
safe environment for the players and the audience and helps in risk management while the
drawback is that event organizers are exposed to grater liability and insurance costs because of
strategic security management.
Mega Events
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Waste management; FIFA world cup is one of the most popular mega events across the
globe. The event has adopted several strategies to facilitate sustainable development. These
strategies focus on five pillar which are economic, environmental, social, human and
governance. The objectives under the environmental pillar are related to sustainable venues,
mitigation, measurement and reduction of carbon emission, usage of technology to minimize air
pollution, promotion of waste management, recycling solutions and water conservation (FIFA
pledges to set “new sustainability benchmark” for World Cup 2022 in Qatar, 2020). The benefit
of this strategy is that it will lead to considerable reduction in environmental damage caused by
FIFA world cup while the drawback of this strategy is that it will increase overall expenditure of
the event.
Critical evaluation of specific management strategies to develop responsible events across range
of global events
The positive impact of inclusive management is that it leads to promotion of diversity in
Hallmark events while the negative impact is that can lead to poor communication and reduce
teamwork. This strategy has developed in recent years with focus on ensuring participation of
diverse communities and inclusive representation of every community associated with the event
(Sallehuddin and et. al., 2017). The Chelsea Flower show will be able to promote diversity in UK
Horticulture industry but it needs to invest in addressing conflicts which arise because of
inclusive management. Strategic security management has the positive impact of increasing
safety in dangerous events attended by large crowds while the negative impact it focuses on
preventive action and does not provide much help in avoiding risk. A multi agency approach is
developed in relation to strategic security management in order to meet complex nature and
requirements event management. of British grand Prix needs to implement effective strategic
security management strategies and take multi agency approach to security in order to reduce
negative impact of strategic security management. Waste management is an effective sustainable
strategy which has developed to minimize pollution and wastage caused during large scale
events. FIFA is able to improve sustainability of their event with the help of this strategy while
the negative impact is that it increases the expenditure of events.
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Critical assessment of impact of global events on different levels of the environment and
evaluation of responsible event development strategies
The advantage of inclusive management is that is that it helps promote diversity and
creates an egalitarian environment while the negative impact is that it may complicates
communication and teamwork in the event. The advantage of strategic security management is
that it helps enhance safety of the event while the disadvantage is that it increases liability of the
event organizer (Seraphin, 2021). The advantage of waste management is that it reduce negative
environmental of mega events such as FIFA world cup while the disadvantage is that it further
complicates event management process of such large scale events.
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CONCLUSION
From the above report it is determined that the global events industry is highly diverse
and Hallmark events, Major events and Mega events provide opportunities for exhibition centres.
Hallmark events, major events and mega events are influenced by various factors which shape
structure, organization and social impact of these events both negatively and positively.
Hallmark, major and, mega events create a legacy which has both positive and negative impact
on the environment. Strategies such as are used for sustainable and responsible development of
events which has merits and demerits for global events.
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