Event Management in the Hospitality Industry

Identifying Opportunities for Growth in Events Management

1. Identify the different opportunities existing in terms of events management and potential for growth in this increasingly important part of the hospitality industry. Students should understand the economic and competitive importance of this aspect of hospitality management.

2. Identify the different stages and steps required in planning, managing and evaluating events, conferences and other special events.

3. Explore the potential cultural and environmental impacts of specific events.

4. Recognise and meet the various needs and expectations of stakeholders including the participants

Instruction from the hotel manager:

Complete the market segmentation table, based on your research and assumptions, and transfer the relevant information to the marketing segmentation column of the Membership Status table.

Your assumptions of the market segmentation should consider all the required elements listed in Figure 1 (Required Elements for Market Segmentation).

The market segmentation should contain information about each type of membership status based on their demographics, psychographics, geographic and behavioural.

Use this information will help you to choose the 3 most relevant events to include in the Analytical Report.

To help you with the structure of your report, use the following headings:

1. Introduction 

This is your sales pitch and you want the manager to keep reading.Make it compelling.

a. Identify, describe and justify the 3 events you are proposing, to target the loyalty programme members of the hotel.

2. Potential for growth 

a. How will the proposed events impact on the hotel’s economic and  competitive edge in the market?

b. How will the proposed events impact on the members of the loyalty programme?

3. Event brief (one for each of the 3 events)

The brief for each event must include:

a. The overall objective(s) for each event: including dates, stages and steps.

b. The required budget and how the budget will be spent. There are a number of areas you need to be careful when creating the budget;

i. overstating projections

ii. Ignoring immediate budgetary needs

iii. Assumption about cash-flow positive

iv. Taxation issues (a bonus if they mention this)

v. Mismanaging the advertising timeline

c. The team members and/or human resource requirements

4. Analysis 

a. Identify and analyse the cultural and environmental impact of the proposed events.

b. Include local iwi and other members of the local community who might be affected by the events.

5. Evaluation

a. How will the proposed events enable the hotel to meet the needs and expectations of its stakeholders*, including the participants?

*Stakeholders could in include, and be different for each proposed event:

local/domestic/international travellers (non-membership holders), travel agencies, educational institutions, free independent travellers, training centres, companies and institutions, governments institutions/offices/departments.

6. Conclusion 

a. Summarise the main points of your proposal.

b. Include a brief re-iteration of your sales pitch focusing on the benefits to the members and therefore, the hotel.