CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

An event can be described as gathering of people for a specific purpose. Events can be taken

for a variety of reasons and can be of various forms. Depending on what type of event is

going to happen, there is need for different levels of preparations and activity planning by the

event organizer. There are so many types of events and the events can be on a small scale or a

large one. Different type of events include like, weddings, award ceremonies, festivals

,corporate meetings, seminars and workshops, product launch, trade exhibitions etc.in the

same way, event management is a route of outsourcing the occasions which are either,

social ,business or the combination of two. Events can be so diverse from political rallies to

weddings. For any kind of social occasion or business, an event management team is the

main source to organize it. Therefore, event management is the proper application of project

management to the development and creation of conference, vets and festivals. To plan,

organise and run an event it requires time to investigate, research and plan. Event planning

needs methods for investigation and research, and requires variety of skills. These skills

include such diverse trades and professionals as project management, sign writing,

accounting and personnel management. The amount of time it will need depends on event

type, theme, objective, location, size and attractions, skills and experience. Event manger is

the main person behind in organizing an event. For even the smallest of events, the event

manager should undertake a formal planning stage, including a risk assessment. So event

management is a systematic way to make settings and execute properly conferences, events

and festivals. Event management involves, identify the target audience, making a concept,

plan the logistics as well as coordinate and then execute modalities of the particular event.

There are several companies who organize and host events starting from small scale such as

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weddings and private parties to large scale events like film festivals, international

conferences, Asian games etc. There is a proper planning for an event which may include,

organizing of event planning team, planning ,risk assessment, risk assessment, develop and

review plans, simulation training of plan execution, responding to the event, managing plan

execution, responding to event, technology

concerns,scheduling,budgeting,financing,marketing,spaceallocation,designing,layout,workers

hiring, team building, etc.

Event management is an exciting and growing industry, as well as a unique career

opportunity for everyone with a passion for the planning and organizing of events, such as

concerts, conventions, parties, weddings, and other gatherings. According to Ramsborg, G.C.;

B Miller (2008). Event management is the application of project management to the creation

and development of large scale events such as festivals, conferences, ceremonies, formal

parties, concerts, or conventions. It involves studying the brand, identifying the target

audience, devising the event concept, planning the logistics and coordinating the technical

aspects before actually launching the event. The process of planning and co-ordinating the

event is usually referred to as event planning and can include budgeting, scheduling, site

selection, acquiring necessary permits, coordinating transportation and parking, arranging for

speakers or entertainers, arranging decor, event security, catering and emergency plans. The

events industry now includes events of all sizes from the Olympics down to business

breakfast meetings. Many industries, charitable organizations, and interest groups hold events

in order to market themselves, build business relationships, raise money or celebrate

achievement. According to Burns, J. (2010) Event management is considered one of the

strategic marketing and communication tools by companies of all sizes. From product

launches to press conferences, companies create promotional events to help them

communicate with clients and potential clients. A number of elements such as music, live

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entertainment or even the particular venue may be used to influence the tone and atmosphere

of an event. Chen, J., Sloan, P., and Legrand, W. (2009) said Event managers may also use

news media to target their audience, hoping to generate media coverage which will reach

thousands or millions of people. They can also invite their audience to their events and reach

them at the actual event. According to Holleran, J. (2005). Sustainable event management

(also known as event greening) is the process used to produce an event with particular

concern for environmental, economic and social issues.[2] Sustainability in event

management incorporates socially and environmentally responsible decision making into the

planning, organization and implementation of, and participation in, an event. It involves

including sustainable development principles and practices in all levels of event organization,

and aims to ensure that an event is hosted responsibly. It represents the total package of

interventions at an event, and needs to be done in an integrated manner. Event greening

should start at the inception of the project, and should involve all the key role players, such as

clients, organizers, venues, sub-contractors and suppliers.

The hospitality industry is changing at a rapid rate due to technological advancements that

will require future professionals to be skilled in technology while conserving natural

resources to sustain our environment. Leisure professionals will need to exceed guest

expectations from a growing clientele and accommodate their ever-changing needs to stay

relevant. Future leaders must be able to analyze and identify current trends to understand

future consumer behavior by conducting research while maintaining ethical behavior to

uphold integrity within the industry In the past several years, Nigerian have experienced

unthinkable disasters resulting from terrorist activity.

In this climate, any organization that runs events should be prepared for anything that could

happen to protect its exhibitors, speakers, attendees, employees, and, to the greatest degree

possible, the continuity of its events. Inherent in this is the impact on the organization’s

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reputation. It’s entirely possible that one ruined or badly handled event might mean years of

rebuilding reputation and attendance. The likelihood is that the event planner or manager is

the person most likely to have to deal with any disruption to an event. This paper is aimed at

helping those individuals prepare themselves to deal with the threats and hazards that might

befall a conference or exposition and to prevent or, at the very least, minimize the impact of a

disaster.

It will present in a precise manner, the importance of event management as regard to human

security and terrorist and how to manage events in a safe guide manner and atmosphere. To

event managers and potential managers, the findings of the research, suggestion and

recommendations based on the findings will be a good guide for future management of

resources, allocation, security threats and challenges facing the industry. The research report

will also serve as a reference material to students of hospitality industry and tourism

management, especially those with a bias in event management.

1.2 Challenges in Event Management

Before you begin any kind of planning or assessment, it is important to determine risk to

decide on what potential disruptions to concentrate what are usually limited resources. It’s

not possible to be prepared for every possible disruption; you have to concentrate on what is

most likely to occur. This universally accepted risk management equation will help with this

effort: Risk = Probability + Consequence Probability, quite logically, refers to the likelihood

of something happening, while consequence refers to its impact. For example, the probability

of a meteorite hitting your event facility is likely quite small, although the consequences from

such an event would be huge. The risks on which you want to concentrate are those in which

both the likelihood of occurrence and the potential consequences are in the medium to high

range. Keep this in mind as you go through the emergency management process. Most of all,

keep things in perspective. Any consequence that involves potential critical injury or loss of

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life must take precedence over less critical outcomes. It’s important, therefore, to prioritize

the risks as well as identifying the ones to focus on.

1.3 Objective of Event Planning

The main focal point and idea of this research work is centered on the challenges of event

management as a trends in hospitality industry. Other objective the research will cover in this

work are: To ascertain the challenges faced by event management in Nigeria hospitality

industries. To investigate on how this challenges affect the hospitality industry and its growth

within the economy. To highlight all the possible means by which the challenges faced

in event management can be overcome or reduce. To address the issues of security and

terrorism as it is one of the challenges of event management in our country Nigeria to the

hospitality industries.

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 CHAPTER TWO

LITERATURE REVIEW

2.1 Planning Events as a Beginning Process

Where does the event planning process begin? The answer to this question depends on

whether the event is being conducted for the first time or if it is a preexisting event. In the

case of a new event, the event manager may be required to first work through the broad

concept of the event with key stakeholders and then undertake a feasibility study. If this study

shows that the event is likely to meet certain key criteria (such as profitability), they would

then move to develop a plan for its creation and delivery. In instances where an event is pre-

existing and open to the bidding process (for example, a conference or sporting event), an

initial decision needs to be made as to whether (after a preliminary investigation) it is

worthwhile making a bid or proposal. If the answer is 'yes', a more detailed feasibility study

might be conducted to identify such things as the costs and benefits associated with hosting it

before preparing a formal bid. If a bid or proposal is prepared and it is successful, then

detailed event planning would commence. The process associated with event planning in the

context of new events and those attracted through the bidding process. It should also be noted

that event managers often find themselves in situations in which they are planning for

recurring events such as annual festivals or exhibitions. In this situation, the steps are not all

relevant. In such instances, the event manager begins with an appraisal of the current

situation faced by the event and also its previous plans. This process is likely to result in

minor changes or refinements to existing vision statements, mission statements, goals,

objectives and/or strategies, and the development of revised/new plans in areas such as

marketing, human resources and finance. Also, on occasions, such reviews may result in

major changes to the existing strategy and /or form of the event. Indeed, event managers need

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to keep in mind, as points out, the planning process tends to encourage incremental change,

when what may be needed is a complete rethink of the current strategy.

2.2 Event Management Significance

The study will be significant in various ways to various sector, as will be seen below; It will

present in a precise manner, the importance of event management as regard to human security

and terrorist and how to manage events in a safe guide manner and atmosphere. To event

managers and potential managers, the findings of the research, suggestion and

recommendations based on the findings will be a good guide for future management of

resources, allocation, security threats and challenges facing the industry. The research report

will also serve as a reference material to students of hospitality industry and tourism

management, especially those with a bias in event management. The research will also be

beneficial to the researcher. This is because the study will expose the researcher to so many

related areas in the course of carrying out his research. This will enhance the researcher’s

experience, knowledge and understanding of event management. Finally, this study is

intended to unveil those factors that are responsible for the challenges within the industry in

event management and planning while also highlighting the control mechanisms required for

a successful event management.

2.3 Knowledge and Awareness of Essential Elements of Event Management

Event management research works have covered the essential elements of establishing who,

what, when, where, why, and how from the journalism perspective. Event management

considers these working fundamentals as essential event elements (Silvers, 2004; Turner,

2006; Wolf & Wolf, 2005). Wolf and Wolf further stated that the “5 ‘w’s” and the how must

be considered from the point of conceptualization, throughout the event, to its conclusion.

Though as much as twenty of the event organisers identified event management as very

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important and critical towards the planning and execution of a successful event, it was

unfortunate that only a few of them had some idea of the essential events management

elements needed.

However, some of the departmental managers were quick to add that in planning an event

within their various hotels they took into account the number of people attending the event;

the name of the organization and areas of expertise; the date of the event; the materials and

other things needed for the event; the time of the event and the type of guests attending the

event. The time, type, the number of people attending the event as well as the type of guests

determined the arrangement to be put in place, for instance the type of drinks, food and even

decorations to be used. These elements identified by the respondents were not different from

the nine events management elements identified by Kilkenny (2006), who identified the

vision for the event as the main reason and focus for having an event. The second element

identified was the goal and objectives, which all events must have in order to be successful.

Larger and long-lasting events might have multiple goals and objectives, which all needed to

be discussed, defined, set and confirmed. The third was site selection, as location is an

essential element of an event’s success whether it ranges from an intimate venue to an arena.

The fourth element is promotion: The message about the event must be well disseminated

long in advance. It could be as simple as an invitation or as complicated as the material

required for a week-long convention with numerous workshops, special events, outside

excursions, banquets and required registration information. The fifth element in event

planning is the information about participants or attendees: Without them, there would be no

event. They may be invited guests, paying participants or individuals required to attend the

event. The sixth element is the agenda for the event: A detailed outline with times of all

activities is required. It logs what is happening from hours before the participants’ arrival to

the follow-up when the event is complete. There are two types of agenda: one for the

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participants and one for the people who work behind the scenes of the event. The seventh

element is food and beverages to be consumed. Essential for every event’s success is the

appropriateness and quality of the food and beverages whether it is water and mints for a

short seminar or a sit-down dinner for a number of guests. The eighth important element is

transportation. The requirements can range from transporting 800 people to and from 10

hotels to the meeting site, or simply getting the planner to the event. It may involve travel

needs for entertainment, speakers, and VIPs along with airfare and rental cars. Finally, each

event has its own requirements for staffing; from volunteers, caterers, musicians, florist,

clean-up crew, valets, ticket takers, MCs, speakers, or a balloon clown.

It is also added that in their quest to provide a successful programme they sometimes faced

some challenges. First, they sometimes received poor communication from their clients with

regard to the timing, types and number of guests, time of arrival and departure and the menu.

This sometimes made it quite difficult for them to undertake effective planning. Secondly,

there were issues of poor internet connectivity in this part of the world, which greatly affected

the satisfaction levels especially of international clients, who sometimes needed Wi-Fi

facilities, which were at times non-existent.

2.4 Perspectives from Event Planning

The "Industry definition"

Event planning is the process of managing a project such as a meeting, convention,

tradeshow, ceremony, (link is external)team building activity, party, or convention. Event

planning includes budgeting, establishing timelines, selecting and reserving the event sites,

acquiring permits, planning food, coordinating transportation, developing a theme, arranging

for activities, selecting speakers and keynotes, arranging for equipment and facilities,

managing risk, and developing contingency plans.

The "Official definition"

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Event Planning consists of coordinating every detail of meetings and conventions, from the

speakers and meeting location to arranging for printed materials and audio-visual equipment.

Event planning begins with determining the objective that the sponsoring organization wants

to achieve. Planners choose speakers, entertainment, and content, and arrange the program to

present the organization's information in the most effective way. Meeting planners are

responsible for selecting meeting sites, prospective attendees and how to get them to the

meeting.

An optimist’s view

Event planning is the energizing art of choreographing people and activities in order to create

a show that creates memories of a lifetime. Designing and producing an event, whether it‘s a

meeting, corporate event, fund-raiser, tradeshow or any other event, is in many ways

comparable to directing a live stage performance. An added bonus, for those who love to

travel, it provides an amazing opportunity to travel to luxurious hotels, interesting new places

and meet speakers and attendees from around the world. All of this, while enjoying a high

level of autonomy and independence!

A pessimist’s opinion

Event Planning is the stressful work of planning meetings or events, and can be a very

demanding career choice. Planners must multi-task on several things at one time, face

numerous deadlines, and orchestrate the activities of many diverse groups of people. Meeting

planners may need to travel extensively to attend meetings and to visit prospective meeting

sites. Work hours can be long and irregular, and working more than 40 hours per week is

fairly common, especially during the time leading up to an event and wrapping up after the

event. Finally, be prepared for some physical activity - long hours of standing and walking,

carrying of boxes of materials, and is just the beginning

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 CHAPTER THREE

CONCLUSION AND RECOMMENDATIONS

3.1 Conclusion

The related events included wedding receptions, conferences, conventions, corporate

meetings and training workshops, as well as birthdays and other parties. Organisation of these

events implied that the role of the hospitality industry, is gradually changing from the known

conventional roles of refreshment and accommodation to event organisation. In organizing

these events, three departments; i.e. in house and external clients, conference and banqueting

department and the food and beverage department played very crucial roles. These

departments ensured that customer satisfaction was always on top of their priority list.

Secondly, it was also evident from the study that though both hospitality facilities undertake

event planning, the knowledge of some officers in charge of event planning and management

was quite deficient in the application of essential event management techniques. However, all

the event managers indicated that they took into consideration the number of people attending

the event, the type of organization requesting to organize the event, the date as well as the

types and background of guests expected, into consideration when planning any event.

Finally, the study also revealed that the participants of such events had expectations which

were either met or not. These expectations included early delivery of invitations, effective

communication on the time, date and venue and also the amount and types of food, drinks

and a good source of entertainment available at these events. If their expectations were met,

then it implies that they will have good word-of-mouth advertisement about the hotel to their

families and friends.

3.2 Recommendation
First, in organizing events by the hospitality industries, the managers of these facilities are

sometimes faced with challenges such as ineffective communication about the number of

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expected participants, their backgrounds and expectations, thereby making planning at times

difficult. Secondly, though the event organisers were mostly professionals in their respective

fields, they sometimes lacked certain basic techniques of event planning, which needed to be

addressed. Finally, the general public had some expectations about the events planned by the

hospitality industries, which were sometimes not met due to late invitations and inadequate

preparation for the number of guests expected to attend the events.

It was concluded that: first, hospitality facilities must have well-trained event managers, who

will take charge of events organisation and execution, professionally. Next, there should be

proper supervision and in service training for management and staff of the various

departments within the hospitality industries that are concerned with planning and organizing

events. The in-service training to be given management and staff of the hospitality industries

should include training on the application of event management essential techniques. This

will ensure that the expectations of both the guests and clients of events are met.

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