Source: Bowdin, G., et al. (2006) Events Management. Butterworth-Heinemann, Oxford
Last 5 main events and their historical significance
Within the last 5 years, there have been a number of significant events and festivals that have occurred. In 2008, Beijing was host to the Summer Olympics, and during this time, the UK achieved a successful bid to host the 2012 Olympics. These events play a key role in the history of UK Sporting history, due to the high level of contribution from the successful country hosting as well as offering the country the opportunity to increase the tourist attraction.
2.0 Analysis of the Live Music and Festivals Sector
2.1 C-PEST/PESTLE Analysis of Live Music and Festivals
To gain an understanding into the analysis of the Live Music and Festivals sector within the Events Industry, it is essential to look at the C-PEST analysis rather than the normal PEST or STEP analysis.
“Trends analyses are done for a good reason: to establish opportunities and threats for the festival/event and its management... Organisers can shape marketing strategies to capitalise on emerging entertainment opportunities and neutralise threats.” Allen et al (2008).
2.2 Political Analysis
The Political Analysis of the Live Music and Festival sector consists of a number of phases. Within the political analysis, the stake
2.3 Environmental Analysis
Within the environmental analysis,
2.4 Sociocultural Analysis
The social and cultural analysis is based more on the analysis of the community culture and something else lol...
2.5 Technological Analysis
With the advance in technology, it has offered both opportunities as well as challenges of event organisers. As the World Wide Web has become more accessible to everyone, this gives event organisers the option to advertise their events as well as offering sneak previews of what customers are to expect to see. This is useful as for live events which have a number of performing acts on during the day, the event website can provide the consumers with a running performance guide showing all the acts to appear and the times in which they should be on. The event website will also offer consumers the option to buy their tickets online which also makes it easier for a lot of consumers as they can also pick which area they would like to be viewing the event from.
“Direct marketing from
2.6 Economic Analysis
Economic analysis etc.
2.7 Competitive Analysis
Within the competitor analysis, Porter’s (1990) seminal work identified four elements that affect competition within an industry; these are known as the four competitive forces. This analytical tool is used to understand industry-level competition, and it is also a guide for festival and event managers in marketing their decision making.
Entertainment Analysis
The entertainment analysis is something something
3.0 Key Impacts and Ethical Concern
Like most events, Live Music and Festivals have a number of impacts that can affect them whether they are either positive or negative. Below is a table showing the impact of events within each section previously mentioned in the PESTLE analysis.
As shown above, events have a range of both positive and negative impacts on the host community. It is up to the event manager to identify and predict these impacts and then manage them to achieve the best outcomes for all parties to ensure the overall impact of the event is positive.
3.1 Social and Cultural Impacts
The social and cultural impacts of events on the participants and sometimes on the wider host community are common as these impacts may be as simple as a shared entertainment experience, which could be created by a live concert. Events can also result in intense national and community pride, which is a positive impact and something that all Event managers strive for. Events also contribute to the political debates regarding Global challenges and such similar attributes to politics, and events can help to change history; e.g. Live Aid and the G8 summit.
However, these events can also have negative social impacts for the community too. With larger events that have a high profile, there is a greater potential for things to go wrong which in turn lead to negative impacts on the event as a whole.
For event managers to control the negative impacts such as crowd control which is mainly common in live events or festivals such as Notting Hill Carnival. These kinds of events have “unintended social consequences such as substance abuse, bad behaviour by crowds and an increase in criminal activity.” (festival and special event management). If these consequences are not managed properly they can hijack the agenda of the event and determine the public’s perception of the event. Crowd behaviour can be modified with careful planning from the Event manager and organisers; this can sometimes be seen as a evolutionary process.
Communities should have a major say in the planning and the management of events; which is something that the event organiser should take into consideration when planning the event.
3.2 Political Impacts
The political side effects of events can help to promote the international connection and co-operation as well as showcasing emerging nations and economies such as The Olympic Games in Beijing in 2008. However the negative impacts of an event could be the risk that the event fails, as well as the lack of accountability.
3.3 Environmental Impacts
4.0 Careers
There are a number of careers within the Events sector as events on a whole are an “expanding industry, providing new and challenging job opportunities for people entering the field.” (Festival and special event management). Due to the expansion of the industry, a number of job roles have become popular although these are not the only job roles that can be applied for.
Below is a list of some of the roles that can be applied for and the qualifications that are needed to secure the job.
Although these are only a few job roles, there is still a vast array of event positions available in different sectors of the industry, including in corporate and government insitiutions, public relations companies, the media, arts and sports organisations, non-profit groups and charities. Within these industries there are a variety of roles to suit all interests and backgrounds to mention a few:
- Project managers
- Stage managers
- Technicians
- Set Designers
- Make-up artists
- Photographers and
- Caterers
In the nature of the industry, most of the work is freelance with many of the staff on a short-term contract basis for a series of employers and events. To have a successful career in the events industry, that all depends on the applicants being able to identify their own skills and interests and matching them carefully with the needs of the employer. Employers often look for a mix of qualifications and experience, so intending job seekers may be advised to consider volunteering and/or taking entry-level positions in order to build their resumes and to gain a foothold in the industry.
Websites such as
5.0 Future Trends and Challenges
Co-creation may be more common in the future regarding the technological environment within the PEST analysis.
Not sure if this is a future trend – area of expanding activity, corporate events, conferences, local government ands tourism –,