Daily activities and routines force people to make their life more exciting and visit or even organize different festive, sports, or business events. It is very convenient to have everything planned. Studying event management helps to organize an event with certain purposes. It is important to have a scheme or a plan of an event in order to prepare it well. However, a number of factors may complicate the process for an event manager.
The notion of an “event” is broad and can be considered from different perspectives. This essay is focused on the analysis of the events, which were planned and prepared. Firstly, it is important to define whether events play a significant role in the life of the society. Richards, Marquez and Mein (2015, p. 2) state that “modern societies have increasingly recognized the power of events as economic, social and cultural tools”. There is no doubt that events nowadays are being influenced by a number of technological, cultural and social factors. Endean (2015) claims that “the meeting, event and hospitality industry does not create trends, we follow trends”. The author states that the event trends today are dictated by factors such as the most popular color of 2015, Marsala, used in all event decorations or craft beer and artisan vodka, alcohol drinks used in vintage cocktails and favored by the public (Endean 2015). Wynant (2015) summarizes the impacts of the named factors and singles out a number of current trends. First of all, he states that events today and in the future are and will be organized as the reunions of communities. Therefore, en event planner should create a community, which will start working before the event and continue after it. The author mentions using food and beverages in the decorations for the event. An important element of current events is corresponding mobile applications. Wynant (2015) states that nowadays, many people download the apps for the event but do not use them. The author regards the success of future events in effective application of mobile technologies: “Planners must ensure that the event app meets the needs of the attendees, is easy to use and provides a measurable return on investment”. Therefore, current event trends are obvious and influenced by the latest technological advances, social necessities, and economic situation.
As aforementioned, the events have a powerful influence on people. Richards et al. (2015) state that events create social and moral values for people. They have an ability to generate knowledge for the entire society. Getz (2007) makes a thorough research of social, cultural, political, and economic outcomes of the events. He states that planned events have a potential to boost the country's economy by attracting more tourists, to change the perception of some phenomenon for the better, to develop the pride of the communities, and to improve the trafficking and land distribution system. Some significant and undisputable positive influences of events are a great number of additional working places and active people's involvement into organizational and sports activities. In case of being properly managed, sports events contribute to improving the environmental situation of the region (Gewts, 2015). However, it is impossible to exclude some negative impacts of the events organization, namely spread of diseases, threat of authenticity and traditions, and uncontrolled crime level (Gets, 2015). Thus, it should be concluded that a region can benefit from a properly organized event in all senses.
Irrespective of the preferences of the society and changeable fashion, some economic, social, technological, media, cultural, and environmental impacts and policies affect the event industry (Gets, 2015). Politicians and officials decide whether an event can be profitable for the region in some sense. Thus, some policy makers have chosen a strategy of economic support of the events. It is obvious that event planners benefit from this fact as all their needs are sponsored. However, Getz (2015, p. 335) states that event tourism is an important component of event industry and the economic policy of the countries, which promote tourism and simultaneously contribute to the development of event industry: “Event tourism policy should be fully integrated with policy for venues”. Gets (2015) also notices that the economic policy of massive infrastructure investments into building new exhibition centers, art museums, concert halls, and other facilities greatly boosts the event industry. Therefore, state economic policies, event industry, and governmental construction plans for cultural institutions are closely interrelated.
Gets (2015) gives the second place according to the level of importance for event industry to the cultural policies. He states that keeping in mind that “arts and cultural activity enrich a society and that all people have the right of access and participation” (p. 338), cultural policies should be developed in a way to provide an equal access to art events and policies for all people and develop cultural tourism. In this way, events will be creative and organized with the aim to get people acquainted with arts and culture of different countries (Gets, 2015). In addition, social policy of the government is a very important aspect. If fostering a social integration and solving some social problems is the main aim of the policy makers, event industry can be of a great help to unite people and stop the disturbances. Moreover, an intention of the government to use the event industry as a social marketing tool to promote education and healthy lifestyle generates more new topics for event makers and provides them with all necessary means (Gets, 2015). Thus, cultural and social policies serve as key factors for proper design of the events.
Any state has the same basic environmental policy concerning the events taking place: “to ensure that all events are ‘green', meeting the minimum RRR standards (i.e., reduce, reuse and recycle)” (p.342). It is important to correlate the events with the state environmental policies and effective usage of the resources. However, the greatest difficulty originated from this fact is a reasonable scholars' question of whether it is possible to mention truly renewable energy needed and used for the events, and what the accumulative impact of the events on the environment is (Gets, 2015). Therefore, the governmental demands to event planners as to the environmental safety of their event are just, and they positively influence on the quality of the corresponding event. The most important thing is the government's ability to develop proper environmental regulations for these purposes.
The governmental policies, which have a stable impact on event industry and management, are media and technological strategies. The more freedom the government gives to different media resources, the better promotion and advertising the event receives. However, it is possible to state that any event can become a media one if it is aimed at broadcast audiences (Getz 2015). If the state seeks to promote, contradict with some concept or phenomenon, or demonstrate the importance of cultural values and the benefits of healthy lifestyle to the public, it should prove good media coverage for any event. In this case, event planning will be concentrated not on a single performance, exhibition or competition but on a chain of cultural and educative events.
The technological component of the event industry has been partially mentioned in the paper. It is important to confess that governments provide the implementation of mobile technology and applications into event industry to facilitate the access to the events. It is evident that no country will prevent any event agency from using the latest technological advances in light and sound equipment necessary for the event organization, which is also considered a productive technological policy (Wayant 2015). Wynant (2015) notes that nowadays, common use of Wi-Fi during all types of events is promoted, which helps the attendees keep track of some events and follow the course of those performances and festivals which they cannot attend. Therefore, the newest media and technological means should be an element of the governmental policies to arouse the interest of the society to the cultural, art and sports events.
As aforementioned, the UK will be used for exploring event management and the work of the discussed industry. This state was chosen for the paper because it has the most developed event industry in the European Union: “the UK event industry is worth ?39.1 billion” (Booker 2015). The UK proves that event industry has the enumerated positive impacts in different aspects of life in the society in case it is properly managed. The country has 85 million attendees annually who spent ?6.4 billion on registration fees. 530,000 permanent full time jobs are created by the UK event industry (Booker 2015). The major trend in the UK events is business conferences and meetings followed by exhibitions and corporate events. Sports events are also popular among the British (Booker 2015). The Olympics of 2012 in London demonstrated that the expenses directed at the organization of this big-scale sports event were worth the results (Thornton 2013). The economic level of Great Britain dramatically increased after the event: “A key component of the economic legacy of the Games comes from inward investment that has been secured because of the Games” (Thornton 2013). Besides the economic influence, the Games were recognized as a main incentive for adults to start practicing some sports and for young people and children's engagement in different sports activities. It is logic that the Olympics of 2012 boosted the level of domestic and international tourism in Great Britain (Thornton 2013). The Games were organized in accordance with the environmental policy of the country: “Zero waste from the 77-day Games period going to landfill” (Thornton 2013). 62% of the waste was reused (Thornton 2013). London did not manage to avoid some negative consequences of mega-events mentioned above; however, the positive outcomes outweighed them. It is possible to conclude that due to the efforts of those who organized the Olympics in London and correct event planning and policies, the Games made an important economic and social contribution to the life of Great Britain.
In conclusion, event industry is an important part of each country's economy and social life. Conferences, meetings, exhibitions, and sports events contribute to business development, increase the cultural level of the population, and promote the values of healthy habits and lifestyle. Even small-scale events perform an important social function. The experience of the UK in event management demonstrated that in case of being well-organized and properly financed, mega-events as well as the small ones have a complex positive impact on the state in which they take place. Therefore, correct governmental policies and latest technological innovations make event sphere an industry of the future.