Global Events: Analysis of Industry, Impact, Planning - Unit 30

This report provides a comprehensive analysis of the global events industry, focusing on its diversity, the factors influencing its development, and its societal role. It examines the contributions of the UK events industry to employment and the economy, highlighting various event types from seminars to sports events. The report evaluates the impact and legacy of global events like the Snooker Masters and Wimbledon, reviewing management strategies for responsible event development. It also assesses the positive and negative impacts of the macro environment on the industry, applying specific examples to illustrate these influences. Furthermore, the report includes a SWOT analysis for a specific event, evaluating essential planning criteria and offering recommendations for improvements. This analysis considers social integration and the trend of 'B-leisure' as key factors driving event industry development.

GLOBAL EVENTS

Table of Contents
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
LO 1.................................................................................................................................................1
P1. Examination of Diversity of global events industry.........................................................1
P2. Explanation of Factors that have influenced development of events industry globally...4
M1. Evaluation of key factors that have influenced development of events industry and role of
events......................................................................................................................................5
D1. Critical Evaluation of key factors....................................................................................5
PART B............................................................................................................................................6
LO 2.................................................................................................................................................6
P3. Evaluation of value, impacts and legacy of a range of global events..............................6
P4. Reviewing management strategies used to support responsible event development.......8
M2. Critical Evaluation of specific management strategies used in event industry.............11
D2. Critical Assessment of impact of global events of different levels and evaluation of
strategies...............................................................................................................................12
PART C..........................................................................................................................................12
LO 3...............................................................................................................................................12
P5. Determination of positive and negative impacts of macro environment on global events
industry.................................................................................................................................12
M3, Application of specific examples and evaluation of influence of macro environment.17
LO 4...............................................................................................................................................18
P6. Conducting SWOT analysis for a specific event to examine and assess criteria essential
for planning..........................................................................................................................18
M4. Critical Evaluation of criteria essential for successful planning of events...................19
D3. Provision of recommendation for improvements and solutions for specific events......20
CONCLUSION..............................................................................................................................20

INTRODUCTION
Events refer to an appropriate gathering of individuals that are organised and
implemented in an appropriate manner which is directed towards a specific occasion. This
industry is expanded globally and is one of the highest growing sectors in the world. Moreover,
global events have a variety of range and events that are necessary to be evaluated in order to
understand the diverse nature of this sector in an appropriate and effective manner. Furthermore,
it is also crucial to determine the legacy of the events, which is necessary to ensure an
appropriate understanding related to these gatherings effectively (Hinch and Ito, 2018).
Hence, in this context, the report below is based on two specific events that are Snooker
Master and Wimbledon Events, both of which are essential within the United Kingdom. Hence,
in this context, the report undertakes exploration of the diversity of the global events industry
and factors that have influenced its development. Moreover, the assignment also includes
evaluation of value, legacy and impact of events on the environment in which they operate in
order to support responsible event development. Assessment of impacts of macro environment
and their influence on decision making and organisational behaviour is also involved in the
report. Additionally, the report also includes evaluation of the criteria essential for successful
planning of specific events.
PART A
LO 1
P1. Examination of Diversity of global events industry
It is quite necessary to appropriately examine the diversity of global events industry in
order to determine its diverse nature, as well as appropriate and effective size and scope of the
businesses that are involved within the industry (Dowling, Leopkey and Smith, 2018). Hence
below is an examination of diversity of global events industry for which, it is necessary to
determine the contribution of this industry within the United Kingdom. Hence, some of these
aspects are evaluated below:
 Employment:
One of the major contributions that the events industry towards the UK economy is the
employment. From the last few years, travelling and vacations have been emerged as key global
trends, which have enhanced the scope of this sector in a prominent manner. In relation to the
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UK event industry, the industry has been employing more than 530,000 individuals currently in
more than 25,000 events, which is one of the most effective contributions of the sector within the
organisation (New report values UK events industry at £39.1bn, 2020). Beside this, It has been
also evaluated that UK is at the 16th position in terms of largest employer with around more that
530000 people which are directly employed in its event industry that is yielding a total amount of
£21.1 billion to government tax revenues which is 3.6 per cent of overall UK tax (Events
industry helps power UK economy, 2019).
 Value:
Another prominent contribution of the overall sector within the country is its value. As by
the current scenario within the UK, the overall event industry has been valued at more than £39.1
billion dollars. This is because there are several events which take place effectively within the
country that allows individuals from all over the world to be a part of these gatherings. Hence,
this enhances the value of this industry, which ultimately leads to contribution of this sector on
the GDP of the country.
Role of events in society
The various event lead to vital role in society as it has been evaluated that to organise and
conduct an event a larger number of workforces is required thus, event yield employment for
people to resolve the issues of unemployment from the society. Beside this, conducting of event
also bring culture together through creating better awareness about culture of diversified people
which ensures better integration and connection at international level (Doeleman, 2020).
In addition to the above information, it is also necessary to explore the diverse types of
the industry to enhance the understanding in an appropriate manner. Hence, below are several
types of events that are held in the sector: Seminars: One of the most prominent and common types of events within the UK are
seminars. Whether they are expo, or any other educational or corporate seminars, these
events are organised for informative purposes.
 Social and family events- Social events mainly consist of cultural activity that aim at
promoting knowledge and awareness among society. Furthers, family events are
considered as private event that is organised only for close family members, relatives and
friends on occasion of weeding, engagement, birthdays, funeral or other celebrations and
achievements along with big happening.
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 Corporate or business Events: In relation to these events, their size might depend on the
type of gathering that is being organised. For instance, these events could range from a
small business dinner, involving the board members, to large product launch events
which are diverse in nature, as well as in purpose. Music and Entertainment Events: UK is one of the most effective global destinations
when it comes to several music and entertainment events. It has a range of destinations
that accommodate individuals from all over the world for its global musical or
entertainment gatherings that are directed towards appreciation of art and other creative
junctures.
 Sports Events: Another type of events that the country effectively supports is the sporting
events. While the nation has a range of different sports related activity throughout the
year, it gained the importance after it hosted Olympics in 2012. Since then, the nation has
been hosting different events that gather individuals from farthest ends of the world.
In addition to this, the event industry within the UK plays a prominent part in the society.
For instance, there are several charity events that contribute the earnings to local communities
and government authorities for public welfare. Moreover, the sponsors of several events are
usually associated with NPOs or NGOs that contribute towards different communities within the
nation (Lopez-Gonzalez and Griffiths, 2018).
Types of events by Size
Local Events- These are mainly small sized events that consist of only 50 to 100 people.
These events are mainly conducted or organised by some local people or host the examples of
which consist of community festival or small social gathering.
Mega events- It mainly consist of one time sporting events of an international scale that
are organised and conducted by some special authority at high level along with huge media
coverage (Getz and Page, 2016).
Major events- These are the events that are mainly conducted at national or international
level which is attained by large number of individuals. The main examples includes national
festival or music concert that are organised at large level and attainted by many citizens.
Hallmark events- These are the events which are conducted at international level and
mainly consist of big cultural and sporting fair that is attracting for tourist and thus, attained by
huge crowd.
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The events are structured and organised by the event management team
It is vital to have proper structured and organise all the activities of an event that is
mainly done by the event management team. For instance in case of local events the number of
visitors and individuals who attend the event are limited thus, a simple structure and easy
orgnisation can be made by local authority or people. But in case of mega and hallmark events a
larger number of crowd and citizen attend the event thus, a proper planning and organisation is
required along with big sponsors and event managers to meet expenses and maintain proper
coordination of activities during the event. The structure and organisation of event consist of
proper planning regarding the venue, parking facility, availability of electricity, etc.
P2. Explanation of Factors that have influenced development of events industry globally
The global events have appropriately and effectively enhanced since the inception of its
concept. However, it is still necessary that the factors that have been constantly impacting the
enhancement of the global industries effectively are evaluated in an appropriate manner.
Hence, first, it is necessary to analyse the emergence of this industry within the UK.
Hence, there is a timeline related to the emergence of event industry in the country:
 Industrial Revolution:
One of the most prominent aspects which led to the growth and emergence of events was
the industrial revolution. That era required individuals to meet, gather, as well as celebrate
different milestones associated with the industries at that time. Hence, it hence, became
necessary for the individuals to organise events for people to collect at a place and collaborate
effectively.
 1900's:
The trend of event grew even more appropriately in the 1900s, which could be stated with
the fact that the event planners used papers for the registration procedures, along with getting the
documents physically mailed.
 2000's:
With enhancement in technology, such as mobiles and E-mails, better and large scale
events were arranged and organised due to better and instant communication,
Moreover, apart from these, it is necessary that the socio-cultural developments within
event industry are also discussed. For instance, earlier the events that were organised were very
constrained till the community or locality. However, with rise to internet and ease in travelling,
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individuals from all over the world travel within several events to witness different cultural
practices and society (Malchrowicz-Mośko and Poczta, 2018).
Moreover, there are several influential factors that impact the development of the events
industry globally. Hence, some of these aspects are explained below:
 Social Integration:
Social media and other digitalised portals that had let to communication and social
networking have enhanced integration of cultures and different social elements, that has
influenced the event industry into organising the events that are culturally enlightening.
 B-leisure:
Another factor within the business environment of the country that is impacting the
events industry globally is the collective approach of business and leisures. There are several
multinational corporations who have business related work in different parts of the world.
However, current trend in this industry is that the individuals opting of these events are more
likely to seek leisure by being a part of social events that are being held in their host countries at
that moment. This has an appropriate implication in this regard, according to which, event
industry are organising business events in a manner that is associated with satisfying the agenda
of business and leisure.
M1. Evaluation of key factors that have influenced development of events industry and role of
events
It is necessary to critically evaluate the key factors that have influenced the development
of events industry. As for the social factor, there is a need for individuals all over the world to
enhance their knowledge about different cultures that are prevalent within the world. Hence, this
is how it appropriately and effectively influences the development of events industry in an
appropriate manner, which requires the firms to develop culturally oriented events which allows
to ensure enhanced integration within the same. On the other hand, B-leisure influences the
development of business events that could expand its scope of satisfy the scattered demands of
customers. In addition, while it is becoming necessary for the event industry to be diverse, this
factor also influences the sector to be technologically advance for better results (Koch, 2018).
D1. Critical Evaluation of key factors
In terms of both the factors above, the extent to which they influence the event industry
varies to an evident extent. For instance, each event that is usually organised in the UK are
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socially integrated, which surely effects its development, however, to a limited extent due to the
current practices of the industry being similar a foreseeable future. On the other hand, B-Leisure
has an a high impact on the development of the events industry, as there are still various
prominent organisations who are yet to satisfy this demand of their employees.
PART B
LO 2
P3. Evaluation of value, impacts and legacy of a range of global events
Every year different types of events are conducted in United Kingdom and other
locations around the world. Some of them are Snooker Master and Wimbledon Events. Such
types of occasions leave impact and create value for the environment in which they are operated.
Some of the major points which are reflecting the value, impact and legacy of them in the
environment are as follows:
Snooker Master: Value, impact and legacy of this event for the environment is as
follows: Value: Snooker Master is valuable for the countries which are hosting and the
environment where it is organised as it results in exchange of culture which helps nations
to attain economic growth. Impact: The major impact of Snooker Masters on the environment is positive as well as
negative because it results in large number of visitors and apart from this possibility of
terrorism can also be increased because of it.
 Legacy: This event is continuously held since year 1975 and it is very beneficial for the
environment where it is organised because it results in higher number of tourists for the
country which is hosting it (Tomlinson, 2019).
Wimbledon Events: There are various events conducted under Wimbledon Events and
value, impact along with legacy of all of them for the environment where it is held could be
understood with the help of following discussion. Value: Wimbledon Events are mainly held in London which is highly valuable for the
environment as with the help of it tourist footfall for the nation can be increased. Impact: When successful events such as Wimbledon Events will be organised in London
then possibility of negative impact of them on the environment could be increased. For
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example, the chances of spreading diseases will be increased when large number of
tourists will visit.
 Legacy: All the events which are part of Wimbledon Events were started in year 1877
and since then these are organised every year. All of them are benefiting the environment
by contributing a large amount for the growth of economy in GDP (Cvetkovich, 2018).
Snooker Master Positive impact Negative impact
Physical and
environmental
Leading positive impact on
physical aspect of nation
through attracting larger
number of tourists.
A large number of crowd
lead to higher pollution that
negatively impact
environment.
Social & cultural Lead to better interaction
among diversified culture
and society through
attracting tourist from
diversified culture.
It is not possible to meet
structure of event as per
diversified culture of tourist.
Political and tourism Attract larger number of
tourist.
Disturbance in political affair
and international policy.
Economical Higher employment and
revenue
Huge amount o expenses are
made for conducting this
event (He and Li, 2020).
Wimbledon Events Positive impact Negative impact
Physical and
environmental
Better development and care
of Wimbledon Park.
Higher level of pollution
Social & cultural Encourages society towards
sports and healthy activity.
Chances of spreading
diseases in society due to
huge crowd.
Political and tourism Attract larger number of
visitors and enhancing image
Risk of Terrorist activities
has also increased with more
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of Wimbledon Park. crowds.
Economical Lead to high revenue through
attracting larger number of
visitors (Patel and Mehta,
2020).
Expenses made on
development of Wimbledon
Park.
P4. Reviewing management strategies used to support responsible event development
Event development can be defined as the process of analysing that all the planned
activities which are formed by the organisation to plan an event are performed in systematic
manner or not. There are various types of events which are conducted in United Kingdom on
yearly basis. Some of them are Snooker Master and Wimbledon Events. The organisers of them
are required to make sure that they are using effective management strategies to develop them.
There are various tactics which could be used for same purpose. Description of all of them is as
follows: Setting up goal: While organising events such as Snooker Master and Wimbledon it is
very important for the organisers to make sure that they set up a specific goal. This
strategy will be beneficial to analyse the key outcome which is required from the event.
By creating a objective the managers will be able to perform all the tasks accordingly
which will result in successful completion of event. Formulating detailed and well structured budget: In order to complete events such as
Snooker Master and Wimbledon Events it is very important for the organisers to make
sure that they formulate detailed budget. With the help of it funds could be allocated to
different divisions which are liable to handle activities to perform various tasks for the
event. Assigning jobs to all the individuals: It is one of the main strategy which is required to
be focused by Snooker Master and Wimbledon Event's organisers as with the help of it
they will be able to meet the predetermined objectives. When all the people who are
working as a team for the event will be specified regarding their jobs then it will help to
make all the arrangements properly and organise it successfully.
 Determining requirements of the event: In order to develop an event in systematic
manner it is essential for the management to determine the resources which are required
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to complete it successfully. While conducting Snooker Master and Wimbledon Events
this strategy is required to be focused as it will help to arrange funds and other essential
resources for organising and completing them properly (Greenwell, Danzey-Bussell and
Shonk, 2019).
While organising an event it is very important for the entities which are responsible for
the same are required to pay attention towards all the above described management tactics.
Management strategies
The two most commonly used management strategies for organising and measuring performance
of events are discussed below:
Corporate environment Model- The main emphasis of this management strategies is on
leading significant measures to protect environment from the negative impacts of larger crowd
and customers who attend event. Thus, proper measures are taken by managers and event
organiser of both Snooker Master and Wimbledon Events to protect environment through leading
awareness and information for the same in visitors (Plikas, Dimitrios and Plikas, 2015).
Balance score card- It is vital performance management tool that enables organiser of both
Snooker Master and Wimbledon Events to keep a check on the performance through evaluating
number of customers and visitors attend along with leading better monitoring on the amount of
revenue earned as compared to previous years.
However, apart from these, there are several strategies too which must be adopted to
evaluate both these events. Hence, some of these are explored below: CEM:
One of the most prominent ways through which responsible event planning would be
commenced is Customer Experience Management (CEM). This is an effective tool to measure
and experience associated with both these events. Hence, there are several steps which Snooker
Master and Wimbledon Events are required to follow:
o Customer Profile Creation: This requires both the events to ensure that appropriate
customer profiles are created in light of managing different customers. However, the
structure of these profiles would be different for both these events due to their
contrasting nature. As to evaluate, for Snooker Master, demographics, customer value
and social media cold be used to segregate customers as per the limited scope and
selective choice by customers globally. However, in case of Wimbledon Events, the
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horizon of these profiles could expand and include geo-locations, cross-channel
coordination, customer lifecycle, behavioural analysis and so forth, to segregate
customers based on category of events.
o Personalisation of Interactions: Since the above profiles also require the creation of
touch points, both these events are required to personalise the customer interactions at
these pointers. For this purpose, Snooker Master could ensure interaction through
portals like Instagram and Facebook, Wimbledon Events could create advertisements
on YouTube and magnanimous marketing campaigns to enhance customer
experience.
o Managing Flow of Information: It is crucial that relevant information is shared and
acquired by customers at the current touch points and hence, both the events could
use methods such as Google Analytics to measure the analytics of customer life cycle
and responsibly deliver the information to create more appeal.
 Balance Score Card:
Another prominent method which could be used by the event for responsible event
development is Balanced Score Card, which is a performance management tool that could be
used by managers of both the events to keep a track on information in an appropriate manner.
o Balanced Scorecard of Wimbledon Events:
PERSPECTIVES OBJECITVES TARGETS INDICATORS INITIATIVES
Financial
To enhance
profitability of
the overall event 5.5%
Revenues
compared to last
3 years
Expansion of
horizon by
adopting VR
gadgets to reach
farther ends
Customer
Increased
Footfall 7% Number of
registrations
Cross
Communication
channels at touch
points
Internal
Procedures
Enhanced
marketing of
11% Social Media
awareness and
Setting up
effective digital
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