Festivals and events : MNG 00421 Attend the event nominated in Assignment 2(trade show held in Aerial UTS) Identify and critically analyse the positive and negative impacts of the event utilising the...

Event Management
Event Management
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Contents
Evaluation of the success or failure in achieving the event’s aims and objectives expressed in measurable terms    2
Recommendations about the attaining the aims and objectives    3
Critical analysis of the positive and/or negative impacts of the event    4
Positive impact of event:    4
Demonstration of the triple bottom line:    4
Negative impact of event:    5
Recommendations arising from the assessment of the impacts of the event    6
Assessment process used    8
Conclusion    9
Evaluation of the success or failure in achieving the event’s aims and objectives expressed in measurable terms
Located at heart of Sydney, AERIAL UTS offer a modern, flexible space Aerial is a typical function centre. AERIAL UTS flexible space gives event audiences with the unique opportunity to create the event in a way they want it. AERIAL UTS five function rooms can be opened in one large pillar less space approximately 500sqm in size. AERIAL UTS professional, friendly, experienced staff works tirelessly to make sure that the event will surely meet audience expectations (Batabyal and Nijkamp, 2014). One thing is evident from the execution of the event that a lot of planning is involved to make any event successful. Event management and planning could be tricky as event managers have to manage the expectations of various stakeholders. Generally, the event marketing and managers would have to manage the internal and external variables to get the best output from any event. The event “Trade show held in Aerial UTS” was a good event. The participation was good in the event and there were people from various backgrounds. The event management team did a great job to manage the event. Once the event is over, it is important to evaluate the event. There are various measures to evaluate the success of any event. The three key evaluation measures that are are used to evaluate success or failure in achieving the event’s aims and objectives expressed in measurable terms are as follows:
i. User’s feedback: On the spot feedback, was collected from the users who visited the event. This method of evaluation is the best method as it involves direct interaction with the users. The chances of biasness are very less in this method.
ii. Past Data point: The past data points are used to compare with the current data points. For example, in the last year’s event, the footfall was 18,000 people and the footfall this year was 20,000. This data point clubbed with other data points will be a great source of information to evaluate the event.
iii. Evaluation against the set KPIs”: There are various Key Performance Indicators that are used to assess the event. It is important that people should not leave the internal stakeholders while doing the evaluation (Combe, Ang and Bamforth, 2013).
iv. Adherence of sustainable business practices: The event is also evaluated against the use and demonstration of sustainable business practices.
The assessment could be carried out through finishing a simple form, which mentions subjective data related to the quality of contacts, aesthetic and functional traits of the exhibit as well as the overall show and lastly, the general quality and effectiveness of the show. Public exhibitors like state trade offices, trade development companies, convention as well as visitor bureaus and lastly, chambers of commerce aren’t engaged in direct sales and as a result, aren’t capable of tracking potential clients (Reid, 2011). Competition examinations in case of this particular trade show would be cautiously studied by management on a regular basis as well as the conclusions obtained from them must be integrated into future promotional initiatives. Audience surveys are also considered as being essential factors for deciding the exhibit effectiveness. For this particular trade show the below questions would be included in the survey.
Recommendations about the attaining the aims and objectives
Choosing as well as choosing between various regions for specific markets, national and international trade shows and exhibitions can be difficult. In this article, we will review some of the key issues to consider when deciding whether or not to participate in a trade show. At a high level, activity managers should start with the goals of marketing and sales (lead generation or channel development) goals, determine the target audience they want to reach, and the geographic areas that are important to you (in order of ranking) (Jaimangal-Jones, 2014). The organizer of the exhibition is good at providing demographic data of past exhibitions. You should analyze these data to ensure that it meets your goals. In addition, it is effective for them to see what their competitors are participating in and what programs they participate in each year. Global aims:...