Event management

Event management

ABSTRACT

Today, events have grown into being unique, and with such an emerging trend, there is a need to have an idea in place that is a notch higher. The event management sector has transformed from the past happenings, such as someone delivering a speech while standing. More aspects, for instance, unique event places, currently play a significant purpose in defining the way and success of an event. With such in mind, obtaining the today event ideas need to be in order. Unusual places include country houses, hotels, beaches, private estates, barns, sports stadiums, and galleries that can accommodate up to one thousand delegates. This dissertation aims at studying the unique places (venues) for event organization and customer perception by critical and structured review of the items drawn from the past academic literature. The findings of the study indicate that the future unique places (venues) for event organization are bright since more people have started accepting such events. Consumers are currently looking for unique event places with synergy and brand, which attracts people outside the usual market. The results show that venues that have synergy with the brand or event type create a worthwhile experience with consumers. For example, unique places such as a modern art studio for a fashion-forward brand, mansion for a brand breaking into the luxury market, and an ecofriendly place for a sustainable conference sets companies apart from the competition.

Key Words: Event management, unique venues, consumer perception.

INTRODUCTION

The traditional ballroom experience of organizing events meant that the visitors had their assigned seats and stuck to them throughout the event duration. However, the emerging trends in the event management industry see nontraditional venues offering versatile seating and opportunities for clients to interact with each other and get décor pieces as a conservation subject. There has been an indication of an intensive increase in the significance of events and its economic role during the final decade of the 20th century within developed nations and transition nations’ economies. The economic role and events significance can only get achieved only when there is proper management of planning, staging, and place of events. The events’ economic importance led to the competition between festivals and the necessity to assess aspects that affect consumer perception and loyalty within a consumer attraction strategy. The rate at which event management is growing is three times that of traditional advertisement. Event management is growing at a fast pace because it offers organizations options to the cluttered mass media, ability to segment on a regional or local basis, and chances to attaining small lifestyle groups whose behavior of consumption can get linked to the local event.

Event management integrates an event corporate sponsorship with an entire range of marketing components such as sales promotion, advertising, and public relations. Companies, both small and large, have developed this industry at a high rate with a high level of success. For example, the demand for unique conferences and events spaces shot up to 7.8 in 2018 from 4 percent in 2017 in the United States. The event place is an aspect that enables that unique and different appeal to an event. A unique site is likely to keep the clients energized, well entertained, and delivers a fantastic experience. Attendees look forward to experiencing something dissimilar from the norm.

A venue can be unique by offering an unforgettable destination event. Unique sites include locations such as country houses, hotels, beaches, private estates, barns, as well as any other place of architectural interest and disused buildings. These unusual venues may have synergy and brand which attracts people outside the usual market such as modern art studio for a fashion-forward brand, mansion for a brand breaking into the luxury market, and an ecofriendly place for sustainable meetings. The appeal of an event location emerges from its original and specific offer, time restriction, and uniqueness, which are different from sites offering similar products and services. Specifically, the designed basic idea of the location is associated with a recognizable ambiance, access by parking transport, pleasant atmosphere as well as its potential to fulfill the event’s purpose. These factors are what consumers consider when choosing a venue for events; hence should surpass the usual economic offer for the consumers.

A contemporary event offer incorporates different services for completing and extending the event program. Additionally, the consumers accommodate different expectations and demands concerning the quality of service. Again, reduced funding from the government has now encouraged several event venues to diversify the generation of revenue activities, with conference activity offering innovative and lucrative prospects. This paper, therefore, explores the use of unique places for event organization with particular reference to customer perception and future influences on their management. As a result, the paper developed the following research questions to guide the study: