Event management
There are a number of issues for businesses to consider when they need to hold a specific annual event, especially when they will often be expected to repeat their winning performance in the same way, or even better, during the following year.
A business will invest time and manpower into the identification of a venue that best meets all its needs, which are usually aligned with those of its customers, investors and shareholders, for whose benefit the event is primarily arranged. The organisation will often return to use the same place year after year if the formula works. This is likely to develop a closer relationship with the ‘host’ location and, of course, bring potential for improved value for money.
All such events, from an annual conference in Harrogate to a public exhibition in Brighton, will bring significant additional status and benefits to the local economy.
However, it’s not every business that has to provide an armed police presence to be able to control its customers before, during and after the event itself, whilst ensuring that everyone has a safe and enjoyable experience, sometimes in spite of themselves. But this is the very dilemma facing organisations like the European Union Football Association (EUFA) who have the annual conclusion to their world renowned premier football competition, namely the Champions League Final, to sort out.
The value of bestowing this event on a town or city is considered huge and therefore, in the spirit of fairness, EUFA takes the easy route of allowing all national member Football Associations to take a regular turn to host the event. But is that the best way? Should only the best providers be considered as part of a more elite group with others being encouraged to raise their standards for future consideration?
There has been a call for the ‘blue ribbon’ Champions League final to be held in the same location each year, Rome being one suggestion, but perhaps initial competition between Rome, Paris and Madrid may give the event some certainty about the quality of things that would be on offer.
It may also act as a catalyst for improvements here in the UK to ensure that the huge investment that has been placed into the new Wembley Stadium and the facilities being put in place in preparation for the 2012 Olympics will pay off, and so that the quality and style of our Capital city is considered in the same league as our European rivals.
