Events have acquired substantial importance in the present times with the rise in popularity of corporate gatherings as well as the advancements in technology. The reduction in geographical barriers, as well as favourable economical factors, has been responsible for promoting various event venues across the world (Evans, 2015). However, it is also essential to note the significant role of venue management in the delivery of events through emphasizing the different aspects of operations, especially marketing and security. These aspects are considered as imperatives for ensuring a continuous influx of participants year after year without any depreciation in the perception of event experience.
The marketing roles that are identified in the case of event venues include prominent references to the development of events from the proposal stage to the delivery stage. The marketing roles of the event venue in this case include establishing, communicating and maintaining project timelines as well as priorities alongside the development of contacts in order to obtain productive outcomes from the event (Ndma.gov.in, 2018, p-14).
The event venue management should also establish liaisons with external suppliers including caterers, speakers and sponsors. Furthermore, the venue should also ensure hiring the services of graphic designers in order to develop materials for promotion and advertisement. Marketing personnel of the venue management are also responsible for maintaining and updating online content for the various events, seminars and conferences alongside developing and implementing systems that could ensure promising management of invitations, discounts, guest lists etc.
The venue management should also include clear references to the management of the crowd which is often neglected in event management plans (The-ies.org, 2018). First of all, the event management should ensure the identification and management of stakeholders responsible for preventing any possibilities of crowd disasters at events. Structural deficiencies such as collapsing of temporary structures installed at the venue or nearby permanent establishments, limited exit points as well as unauthorized constructions in the nearby area should be identified and resolved to address concerns of emergency (Mahoney et al., 2015).
Security management at the event venue is also associated with imperatives of installing appropriate security measures such as CCTV surveillance and monitoring systems alongside effectively coordinated security teams for monitoring crowd behaviour and ensuring crowd control (Ndma.gov.in, 2018, p- 13).
The increasing collaboration between event venues and hospitality organizations with the latter assuming the role of event venues in the majority of cases, especially in corporate events has led to the higher significance of hospitality organizations in the management of events. The foremost aspects in which hospitality organizations could contribute to the effective delivery of events include hygiene, staffing and catering of the events. Catering is one of the mandatory requirements in the management of an event which could be addressed effectively through the involvement of hospitality organizations (Mullins, 2001).
Hospitality organizations are profoundly associated with the food and beverage industry with expectations of a drastic increase in the workforce in catering. Therefore, event management could collaborate with hospitality organizations in order to provide effective and appealing catering services at event venues for participants and staff thereby accounting for improving the event experience. A detailed review of the nature of the event and expected participant strength would provide clear insights into the type of catering services required for the event. Another promising aspect that could be leveraged by the participation of hospitality organizations in event management is the staffing of event venues.
This factor could be applied specifically in the case of understaffed venues which could be supported by the experience of the staff in the hospitality organizations in the provision of services to the participants. The event management could collaborate with the hospitality organizations to improve their marketing appeal through leveraging the brand image of the latter (Wood, 2013). It is also imperative to observe that hospitality organizations could also be able to utilize the competencies of their staff in maintaining the hygiene and concerns of health and safety at the event venue in accordance with the established guidelines for the same.
The previous training of hospitality staff in maintaining health and safety could be a productive element for maintaining concerns of participant and staff security at the venue. Therefore, it can be concluded that hospitality organizations could play the role of an executor in the events by leveraging their workforce and experience in the provision of standardized service to people (Mahoney et al., 2015).
With the substantial increase in partnerships between event venues and hospitality organizations, it is essential to note the best practices which are being adopted on an industry-wide basis for the management of event venues and hospitality organizations. Some of the best practices which have been identified include references to relationship management, customer service, quality management, communications and financial management. The following discussion is directed towards a critical review of the best practices of customer service in event management and hospitality organizations (Nur Asyura, 2010, p 12).
The provision of superior customer service should be identified as a priority by top management in the case of event venues and hospitality management. This could be accomplished only through the efforts of management to understand the global trends in consumer behaviour which involve the changes in social structure, increasing preferences for technology as well as environment-friendly alternatives.
The best practices of customer service should include communication at the forefront that would ensure that the staffs are aware of the exact requirements of the customer thereby leading to improvement in service delivery. Furthermore, it is essential to observe that clear identification of the requirements of service users would assist in obtaining a clear impression of customer expectations. This factor could be assumed as a promising alternative for obtaining an evaluation of service quality which is considered as the accepted determinant of customer service (Nur Asyura, 2010, p 13).
The aspects of customer service that can provide a quantified interpretation of the satisfaction of customers with the services provided at event venues and hospitality organizations should be measured in order to ascertain compliance with goals of improvement in service quality. The increasing operating costs due to deviations from best practices in customer service are generally estimated in the range of 30 to 40percent of the total operating costs.
The necessity for focussing on the best practices of customer service is explicitly observed in the anticipation of the customer’s approach for the definition of service and product quality as well as providing the development of customer satisfaction precedents. Furthermore, the good practices of customer service are responsible for influencing word of mouth recommendations and purchase repetitions (Nur Asyura, 2010, p 14).
Evans, N., 2015. Strategic management for tourism, hospitality and events. Routledge.
Mahoney, K.L., Esckilsen, L.A., Jeralds, A. and Camp, S., 2015. Public assembly venue management: Sports, entertainment, meeting, and convention venues. Brown Books Publishing Group.
Mullins, L.J., 2001. Hospitality management and organisational behaviour. Pearson Education.
Ndma.gov.in. 2018. Managing Crowd at Events and Venues of Mass Gathering. [online] Available at: https://ndma.gov.in/images/pdf/managingcrowdsguide.pdf [Accessed 6 Aug. 2018].
The-ies.org. 2018. Marketing and Events Manager: Roles, responsibilities and skills. [online] Available at: https://www.the-ies.org/sites/default/files/roles_responsiblities_skills.pdf [Accessed 6 Aug. 2018].
Wood, R.C. ed., 2013. Key concepts in hospitality management. Sage.Order Now