Event Management in Hospitality: Proposal, Implementation & Analysis

This report provides a comprehensive overview of event and entertainment management within the hospitality industry, focusing on the practical application of managing events such as music festivals. It includes a critical review of relevant literature, analyzing the hospitality industry's role in providing services and experiences, and explores market trends like live streaming and experimental marketing. The report details a creative event proposal for a music festival in London, outlining its aims, objectives, concept, and design, and includes a SWOT analysis to evaluate internal and external factors. Furthermore, it covers the event project implementation, including a GANTT chart-based event hosting plan, promotional strategies, and budgeting considerations, aiming to attract a target audience and build brand value.

Events and entertainment
management

Table of Contents
INTRODUCTION...........................................................................................................................3
ELEMENT 1....................................................................................................................................3
Critical review of relevant literature............................................................................................3
Creative event proposal................................................................................................................5
Event project implementation......................................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Events and entertainment management refers to the practical application of management
of projects for development and creation of events like conferences, weddings, festivals,
ceremonies, conferences and many more. The concept of event management states that events
are planned, created as well as hosted for the purpose of expanding a particular business (Craig
and Feng, 2018). Within this present report, an event is going to be hosted in tourism and
hospitality industry. There are two elements of the report and in first element, analysis of
creative events and entertainment industry and the trends within the market to host an event. In
this project, event proposal will be discussed that includes aims and objectives and description of
the event. Furthermore, this report also includes implementation of the event along with the
promotional strategies and budgeting. Within the project, market trends will be discussed that
helps the event in achieving its success in a successful manner.
ELEMENT 1
Critical review of relevant literature
In this existing report, the chosen sector in which an event will be hosted is hospitality
industry. This type of industry is broad concept and can be separated in different sectors such as
food and beverages, travel and tourism, recreation and entertainment, accommodation, etc.
Hospitality industry is a vast sector within service industry in which all the economic activities
are organised such as theme parks, lodging, event planning, travel and tourism, food and drink
service and many more (Richelieu, 2018). It is depended on the customer all over the world for
providing services and experiences to make them happy as well as comfortable. This industry is
accountable for offering primarily services that are related to food and accommodations in places
like resorts, conferences, amusement parks, hotels, conferences and may more. In this industry,
the actions that are concerned with kindness in welcoming as well as looking after the primary
requirements of the potential customers (Ðurkin and Wise, 2017). The primary aim of hospitality
industry is customer service and its objective is to offer enjoyable experiences to the customer-
base.
According to Cvent, Hospitality industry includes various businesses that are categorised
under this industry like restaurants, hotels, theme parks, resorts and recreational activities such as
events and many more. All of these industries are interlinked with one another for providing

entertainment and comfort to customers. The atmosphere within Hospitality industry is warm
and welcoming that captures more market-share. The goal of this industry is to offer target-base
with the experiences that are enjoyable whether that enjoyment or entertainment comes from
having a good meal, getting a good night's rest way from home, relaxing in a luxurious spa,
ensures each personnel guest is taken care of is paramount. Events as well as conferences are big
parts of the hospitality industry and are still continuously growing (Elmashhara and Soares,
2019). Events can be of music, learning or luxury, sport. These types of events are creating a
large number of revenue and are adapting the way of hospitality businesses. Events within the
hospitality industry helps in creating a personal experience for business and their prospects and
also creates a value of the business.
It is analysed that creative events and entertainment industry is that business sector that
provides customers those emotions and impressions which are unforgettable. These types of
businesses involve live events, creative as well as cultural and digital media along with the
service sectors of global events (Amirsadeghi, 2020). There are various market trends in event
and entertainment industry such as live streaming, event apps, experimental marketing, social
ambassadors, smart phones, etc. some of them are described as follows:
 Live streaming: Streaming sites like You tube, Snapchat and many more have been
changed the appearance of online media industry. General awareness that are made
through social media as well as online conversations are only facilitating a business
concern in becoming more successful.
 Event apps: With the passage of time, now there are so many applications that are
concerned with events. The services and the quality given by the applications have been
improved over the years. Event apps helps in making the things quicker, easier and more
interactive within the event industry. Expansion in the involvement of interactive mobile
applications of event has emerged as one of the biggest event trends in the market.
 Experimental marketing: The primary objective of this market trend is to identify
innovative as well as new ways for making connection and communication with
customer-base (Euler and Heldt, 2018). Experimental marketing is considered as the best
way to interact with the target-audience by providing them an overall experience of a
brand. The techniques involved in experimental marketing are Gesture recognition,
virtual reality, molecular catering, projection mapping and many more.

From above explanation it is summarised that hospitality industry is a wide group of businesses
that give services to customer-base in the form of food and beverages, travel and tourism,
accommodation and many more. The key objective of this type of industry is that it provides
enjoyable and comfortable experiences to its targeted-audience that are memorable throughout
their life (Getz, D., 2017). Events and entertainment sector within hospitality industry includes
events of music, sports, learning or luxury, etc. This sector within the hospitality industry is
continuously growing at a rapid rate by providing the best services to the customers. There are
several market trends that helps a business in expansion and growth of hospitality industry.
Creative event proposal
This section involves creation of an event within an hospitality industry for providing
enjoyable and comfortable experiences to customers. In context to this, an event of music festive
is going to be organised in this report. The aim of this music festive is to promote young
generation through music by giving opportunities to children to interact with high-quality music.
The objective of this music festive is to attract least interested audience towards the event
through advertisements, social media and other promotional strategies (Vetrova and et.al, 2018).
Another objective of this music fest is to capture teenagers by providing enjoyable and
comfortable experiences related to sports and games so that they can show interest in taking
participation in their academic sports also.
The concept and design of the music festive involves the presentation of the event in
which there would be 3-D lightings, high-quality music system. In this event, there would be a
large-sized banner on the entrance of the gate that can attract the customers towards the music
festive. For reaching out to the event, there would be boards that are providing directions to
access to the music festive (Hall, 2020). For better arrangement of the public, there would be
chairs, food facility and comfort zone area for taking seats and enjoying the event.
The above described design and concept of the music festive helps in capturing more of
the target-audience. The objective of promoting young generation through music by giving them
opportunities for interacting with high-quality system will be accomplished. This event can be
helpful for the teenagers who are seeking their future in related industry as it will provide them
learning opportunities in music industry. The primary stakeholders within the event would be
those on whom the music festive is dependent such as sponsors, spectators, participants, etc.

In this present project, a music festive is going to be organised on 20th December, 2021
which will be held in London in Islington. This event will have the capacity of 3000 people and
along with it there will be security measures that would help in case of any mishappening
(Hautbois, Djaballah and Desbordes, 2020). In order to organise this event, the main focus is on
the youths of Islington and top 5 artists of UK will be invited to perform the event.
But before hosting an event it is essential to evaluate the situational analysis of the event
for analysing the impact of internal and external factors that influence the music festive. The
situational analysis is defined as SWOT Analysis which is a tool that is used to analyse the
internal environment of an event. For organising above explained event, it is important to
understand the internal as well as external factors that impacts the functioning of event. Internal
factors include strengths and weaknesses and external factor includes opportunities and threats
for the event (Hillstrom, 2018). The SWOT Analysis for the Music Festive is explained as under:
Strengths:
 Security system: Within the event, security system will be there to deal in case of any
mishappening. This system will help the people those are present in that event in
determining the crimes and thefts.
 Location: It plays a significant role in achieving the success of any organisation. The
music festive will be held in Islington, London which is easily approachable to the people
(Mirzaev, 2020). Transportation facilities are also available at this location so it will be
helpful for public in attending the event.
Weaknesses:
 Space management: It might become a weakness for the event to manage the space as
this fest is having the capacity of lot of people. So when a large number of people will
gather together then management of space might be improper.
 Expensive: As this event involves highly updated technologies, music systems, artists
which will make it expensive (Moon and Han, 2018). It will be a weakness for the event
as it would involve more funds.
Opportunities:
 Future expansion: By organising music festive, the public of UK will be attracted
towards this event and it will help in expanding this type of events in future period also.

 Builds brand value: The success of this event will help the respective industry in
building its brand value within the UK and across the world.
Threats:
 Crowd disaster: It will be a threat for the company if the event is not properly organised
because of crowd disaster (Parent and Ruetsch, 2020). Like occurrence of any natural
disaster within the ongoing event such as earthquake, flood and storms, etc. will lead to
crowd disaster.
Event project implementation
Event hosting plan, including a GANTT chart
:
For hosting an event, a plan is to be taken into consideration in which the process of
hosting an event is discussed. This plan includes several steps that will help music festive in
achieving its success. First of all, to implement the event, the goals and objectives are defined
that are to be achieved while hosting the event (Woo and Jun, 2017). The goals as well as
objectives should be achieved in an effective manner so that it can saves both cost and time.
After that a budget is established by considering all the resources that are required in
accomplishing the music festive. The funds to the particular activity is to be allocated in an
appropriate manner and the utilisation of resources should be up to the optimum level. After
establishing a budget, the next step is to build a team that would help in hosting the respective
event in an efficient and effective way. The popular artists would be called to make contribution
and participation in the event. An effective team must be developed so that there would be
effective interaction and communication within the team (Raj, Walters and Rashid, 2017). It
would help in enhancing the productivity level of the even and also facilitates in meeting the
objectives of music festive. When the team is built, the next stage is to select the date and the
venue to host the event. The venue should be select in such a way that it can be easily accessible
to the public. After that promotional strategies are followed to capture more of the target-
audience through advertisements on social media, digital advertisements, online and offline
modes of advertisements. On social media like Instagram, there would be digital posters and
cards for inviting more and more customers. Addition to it, online ticket services,
complementary T-shirts would also be there to foster the event. The quality of the tech tools will
be superior as there will be 3-D lightings, high quality music systems, security cameras and

many more. To capture more audience, there will be attractive banners and hoardings of the
event so that when people see them, once think to attend to attend the event. Boards for
providing directions to people to reach out to the event will also be there so that people feel
comfortable when reaching to the venue (Seraphin and Yallop, 2019). The effective marketing
strategies and plan will help in making the event effective and attractive and also facilitate in
achieving the success. The GANTT chart for the event is explained as follows:

Promotional strategies:
These are the strategies that are framed or designed to persuade and inform the customer-
base about the benefits and features of the particular product or service. Within this event, the
promotional strategies are used to foster the benefits and features of the music festive to the
general public and especially young generations. This would help in capturing more target-
audience towards the event. There are several ways to promote the respective event such as
advertising, social media, digital advertising, e-commerce, etc (Smit and Melissen, 2018). Within
this event, there would be complementary T-shirts, discount on online booking facilities, buy-
one get-one free would be the promotional strategies that will help in promoting the event. This
would facilitate the event in getting more customers and can expand the level of its productivity.
The event can be promoted through making direct interactions with the people wherever
possible, it could provide best outcomes to the event as customer feel valued while getting
personal invitation. Blogging and dedicating pop-ups are another promotional strategies that help
in fostering the event.
Resource allocation:

Resources are the things that are required to accomplish a project in an effective and
efficient manner. There are several types of resources that are needed in the event of music
festive. Some of them are described below:
 People: These are the resources that helps in planning and maintaining the performance
of the event along with performing the functions together in a group to make proper
collaboration and cooperation among the members (Zhong and Luo, 2018). It would help
in achieving the success of the event in an effective manner.
 Tools: The tools are the objects that are used in the project to complete the task. In
context to music festive, tools are as important as human resources within the event.
There are of various kinds of tools that are used in the event such as planning tools,
developmental tools, strategic tools, promotional tools like advertisements and many
more. There are another tools that are required to host the event and they are some
applications like Trello which is a free app that is well suited for planning an event.
 Food and snacks: Food leaves a lasting impression and makes the project or event stand
out and also helps in enabling other people to hear the suggestions regarding the event
(Mehmood, Katib and Chlamtac, 2020). Within the music festive, food and snacks are
served to the public as a refreshment for them so that they can easily stay there till last
programme of the event.
 Technology: It plays an important role in hosting an event and increase the
performance of an event. The role of technology in event planning is vital as it makes it
an easier task for managers to organize the event successfully and give invitations to their
guests. This can help to make better planning, selecting best venue, managing all
activities with the help of the internet, and visual technology that can help to organize the
event successfully. In context to music festive, it helps to get permits, save time, be cost-
effective, and maintain better networking with the use of social media and digital
websites. This also helps to manage all work by tracking and providing the right guidance
with the help of new technology.
 Funds: This is an important source of beginning and completing the project that states
how activities would be completed by using funding properly. If there is lack of funds
then would be challenging for an organization to organize any event and function
properly (Zhou and Kaplanidou, 2018). The management is responsible to estimate the

budget that requires to start any event and allocating funds accordingly (Stienmetz and
et.al, 2021). In relation to a current event, funding is used by managers to set budget and
allocate in particular activities that can help to perform an event successfully and develop
organizational productivity.
Budgeting:
Particulars Amount(£)
Lightings 200000
Equipments 400000
Marketing 50,000
Safety measures 50,000
Technologies 200000
Food and snacks 100000
Total 1000000
CONCLUSION
From above explanation of the report, it bis concluded that events and entertainment
within the hospitality industry helps in making customer loyalty by achieving objectives in a
successful manner. Within this present portfolio, an event of music festive is organised in a
hospitality industry to attract youths towards the music industry. In this report, there is a critical
explanation of the hospitality industry in which the concept of the respective industry is
explained. Along with it, market trends within the industry has also been taken into consideration
that helps the event in achieving its success. Furthermore, the process of organising an event is
discussed within the existing report. In the process, the aim and objectives of the event are
decided along with the concept and design of the event. The event project plan is also conducted
in this report which includes the audience that is to be targeted, venue, date and the projection of
the event. A plan of event hosting has also been considered in the present project that includes A
GANTT chart to host the event. Along with it, several promotional strategies and resource
allocation including the budgeting are also discussed to foster the event and achieving its
objectives in a successful way.

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