Case Study: Event Life Cycle Analysis of Pyeongchang Winter Olympics

This case study provides an analysis of the Pyeongchang Winter Olympics 2018 using the Event Life Cycle Model, examining the formation, growth, and staging phases. The formation stage covers venue selection, registration processes, and stakeholder involvement. The growth stage focuses on event website management, attendee engagement through social media, sponsorships, and communication strategies to maintain a positive brand image. The staging phase details the hosting of various events, security measures, and the closing ceremony, including awarding winning athletes. Recommendations are provided to enhance future events, including choosing accessible destinations, improving security, integrating cultural themes, and promoting tourism and hospitality, along with online social media platforms, apps and environment friendly approaches.

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Table of Contents
The analysis of Event Life Cycle Stages....................................................................................3
The formation stage of the Pyeongchang’s Winter Olympics................................................3
The growth stage of the Pyeongchang’s Winter Olympics....................................................4
The staging of the Pyeongchang’s Winter Olympics.............................................................5
Recommendations......................................................................................................................5
Reference List............................................................................................................................7

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The analysis of Event Life Cycle Stages
The Pyeongchang’s Winter Olympics was held in the year 2018 in Pyeongchang in
South Korea and the Event Life Cycle Model could help in analysing the different stages
including the formation, growth and staging. For a product life cycle, the main stages include
introduction, growth, maturity and decline, but because of the event, there are various stages
including the formation, growth and staging that are included in the Pyeongchang’s Winter
Olympics 2018 (Olympic.org 2019).
The formation stage of the Pyeongchang’s Winter Olympics
The formation stage included the selection of the venue considering the host city of
Pyeongchang, South Korea and the stadium where the event was held had been the
Pyeongchang Olympic Stadium. The venue was sourced by determining whether the event
could be successful or not and what values and benefits could it bring to the venue. The
registration process is made simple and informative with the inclusion and formation of an
intuitive event registration tool, which could manage the registration process at the venue and
create scopes for multiple athletes and other well-known personalities to become a part of the
event (Essex and de Groot 2016). The formation stage enabled determining the feasibility of
the event and how effective the event should be to draw in more people and make the event
popular and successful all around the world. The major stakeholders involved are the sports
clubs, athletes, cultural groups of the place and with the involvement of businesses and
political parties and Government for making the event successful and gained global exposure
too. Few of the major activities that were ranged include the Torch Relay, which enhanced
the attractiveness of the event (Weidenfeld and Leask 2013).

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The growth stage of the Pyeongchang’s Winter Olympics
Before managing the event, the event website has been considered to ensure the
central location for storing event related information. The attendees of the event must be
engaged with the help of sending emails and by using various social media platforms to raise
awareness and interest among the people, furthermore influenced them to become a part of
the Pyeongchang’s Winter Olympics 2018. The opening as well as the closing ceremonies
were arranged with a total number of seats of 35000 spectators and the location was selected
in such a way that it could be easy for people to visit the stadium easily (Connell, Page and
Meyer 2015). The formation stage also enabled sponsorships with BBC and other sports
channels along with ABCNews.com for updates managed during the event. It was also
important to manage proper communication process, which enhanced the exposure of the
Olympics event among people and encouraged them to become a part of the event willingly.
The main aspects that were focused upon included image, identity and communication to
maintain a positive brand image (Van der Wagen and White 2018). The bidding decision was
also based on the feasibility study, throughapproval by the ownership of event by the global
federations was needed.
The post event management plan included collecting important data and information
from the smart tags and even from the mobile apps, which could also be valuable and
effective after the event get finished. Based on the results of the global survey, it was found
that most of the event professionals managed the event successfully though higher level of
engagement of attendees and ensuring successful event management. One of the major
activities in the growth stage is the bidding campaign where the Government of Pyeongchang
created journey mapping for the various routes that are followed by individuals to get to the
location (Supovitz 2013). The capacity of hotel arranged for the guests and financial
guarantees were managed to make sure that the competitors meet the technical; requirements

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and communications facilitated for making the guests enjoy a hassle free journey and get
proper facilities while enjoying the Olympics event to the utmost level possible. The bidding
campaigns were also managed with the involvement of Federation President to encourage the
voters and obtain their opinions to make sure that the event is done properly and any changes
to the campaign can bring favourable outcomes as well (Hall 2013).
The staging of the Pyeongchang’s Winter Olympics
The staging stage enabled hosting the various events during the Winter Olympics
2018 and allowing the sports persons and athletes to become a part of the event. The major
events included in the Olympics were arranged such as short track speed skating, Alpine
skiing, freestyle skiing, snowboarding, etc (Preuss 2013). A grant opening and closing
ceremony was arranged to attract the attention of viewers and guests of the event while each
and every activity at the event were monitored with the use of surveillance cameras by the
volunteers present there. The Head of Olympics Association provided a formal speech in
front of the guests to ensure that the sports’ activities are promoted and more and more
people come to become part of the event every year (Darcy and Taylor 2013). The event
started on the 9th of February and commenced till the 25th of February and during the
completion of the event at Pyeongchang, the winning players were awarded with benefits and
honoured by the President as well.
Recommendations
 One of the major reasons for the management of Olympics at Pyeongchang was to
provide pubic entertainment and at the same time, promote the sports and sports
persons in different kinds of events hosted at the Olympics. The passion for sports is
to be replicated and to maintain cultural diversity by making people from various
parts of the world become a part of the event without any forms of discrimination

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based on race, religion, colour, race or creed (Kim, Choi and Kaplanidou 2015). It is
recommended to choose another destination for holding the event which could be
easily accessible for people and at the same time, do not cause any harm to the
ecological balance in nature, which might have caused with the games played during
the events in open areas.
 The security was a major issue in the last year’s Olympics event at Pyeongchang.
Thus, It is also recommended to appoint skilled and knowledgeable security personnel
to ensure managing the event properly and maintain proper security measures to
maintaining the health and wellbeing of the guests of the event too
 The addition of cultural themes and glory of the sports event can further assist in
persevering the local culture of Pyeongchang and ensure that more guests arte
attracted towards the event. This would not only maintain the rich cultural diversity
and heritage of the place
 It is also recommended to make arrangements for the guests so that none of them face
any issues post event management. This could also create more scopes and
opportunities for the tourism industry to make a mark and provide the guests from all
over the world with accommodation facilities, food services and other facilities that
can make the guests experience an enjoying stay at the place.
 More sponsorships could extend the scopes for marketing and business promotions ,
furthermore tie up with the sports and energy drinks along with sports accessories
brands to increase the awareness of the Olympics game held at Pyeongchang.
 The involvement of online social media platforms and apps is recommended for
managing bookings of tickets, which could also make the clients get additional offers
and discounts on purchase of tickets at the event and thus the sports event would
create an interest among the visitors

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 It is also recommended to consider environment friendly approaches to contribute to
greener economy and impact less harmfully on the ecological balance in nature
 Adoption of local culture and rich diversity maintenance is essential for making the
sports event become popular among every people
 The recommendations also include the tourism and hospitality sectors to make
accommodation acclivities available for the guests who would be visiting
Pyeongchang during the Olympics games and would stay for nearly 3 weeks. The
transportation facilities would allow them to ach the event easily and at the same time,
roam other destinations all around to have a relaxing and enjoyable experience.

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Reference List
Connell, J., Page, S.J. and Meyer, D., 2015. Visitor attractions and events: Responding to
seasonality. Tourism Management, 46, pp.283-298.
Darcy, S. and Taylor, T., 2013. Managing olympic venues. In Managing the Olympics (pp.
99-126). Palgrave Macmillan, London.
Essex, S.J. and de Groot, J., 2016. The Winter Olympics: Driving Urban Change, 1924–2022.
In Olympic Cities (pp. 84-109). Routledge.
Hall, R.S., 2013. The Event Desktop: Supporting Event-Enabled Clients on the Web. Freie
University, Berlin. Retrieved on May, 21.
Kim, A., Choi, M. and Kaplanidou, K., 2015. The role of media in enhancing people’s
perception of hosting a mega sport event: the case of pyeongchang’s winter olympics bids.
International Journal of Sport Communication, 8(1), pp.68-86.
Olympic.org 2019. Pyeongchang stage prepared for successful winter Olympic games.
Available at: https://www.olympic.org/news/pyeongchang-stage-prepared-for-successful-
olympic-winter-games [Accessed on 18th Jan 2019]
Preuss, H., 2013. The contribution of the FIFA World Cup and the Olympic Games to green
economy. Sustainability, 5(8), pp.3581-3600.
Supovitz, F., 2013. The sports event management and marketing playbook (Vol. 72). John
Wiley & Sons.
Van der Wagen, L. and White, L., 2018. Event management: For tourism, cultural, business
and sporting events. Cengage AU.
Weidenfeld, A. and Leask, A., 2013. Exploring the relationship between visitor attractions
and events: definitions and management factors. Current Issues in Tourism, 16(6), pp.552-
569.

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