London Olympics 2012

Introduction The following essay is on event management and it specifically looks for ways in which the event organizers of the London Olympics 2012 can make the event one of the most memorable experiences to the attending visitors.Advertising We will write a custom essay sample on London Olympics 2012 specifically for you for only $16.05 $11/page Learn More Description The city of London has the privilege of hosting the event this year and it is the hope of everyone that the event organizers will provide the best experience to entire viewers. The management of the event requires shrewdness in project management and coordination of activities (Hermes, Loos and Thomas, 2008). The event presents a huge marketing benefit for the country as well as economic benefits. Marketing opportunity will come from the exhibition of the country’s products (Jones, 2001). The event will attract more than nine million visitors to London and 10, 5000 participants. Th is essay will focus on how to make the event successful. Events are occurrences that are planned or unplanned. This essay will however discuss specifically Olympics 2012 that is a mega event. A mega event is an event that has a worldwide prominence and participation (Getz, 2000). Theoretical perspectives of event management Event management is concerned with the organisation of resources such as time and human resources as well as capital to ensure that the activities take place in a timely manner and that they result in the intended outcome (Getz, 2007). When event management is viewed from that perspective, event management can then be described as organisation of activities procedurally and professionally to ensure that the occurrence has achieved the desired outcome (Goldblatt, 2005). When looking at it from this perspective it is easy to focus on the development of the activities that make a planned event successful as well as align the activities comprehensively. From a projec t, management perspective the event management has five major phases discussed below (Allen et al., 2008). The first phase is the research that involves conducting a preliminary research with an aim of obtaining information on the event scheduled to take place. It involves carrying out a feasibility study on the host city of the event (Lindlof and Taylor, 2002).Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Other researches from the Sydney Olympics express visitors’ dissatisfaction over proliferation of vendors and marketing throughout the event that made the experience disgusting. The visitors were interested in glamour and thrill as part of their experience (Malhotra, 2002). The visitors were of different demographics in terms of age, race, and country of origin. The feasibility study helps in identifying materials and services needed for the success of the event (Getz, 1998). Af ter conducting the feasibility study, the next step involves design. This concerns giving the visitors a memorable experience using the six D’s of experience. These are: Details of the artefacts, which are important in London experience especially in artefacts such as logos, details of the stage performance and the sporting activities. Depiction of the expected experience is also an important part of preparing the London Olympic visitors with an idea of how the real experience will be. The other experience is the exact benefits that the visitors will get. For London Olympics it is the glamour, the art, technology and infrastructure that will make it exciting. Deciding on the image or position of the event is important. The London Olympic image is yet to come out fully, but the Olympic itself is enough brands to market the sporting experience. Demonstration of the experience has been done by publicizing the event through websites and commercials that show how it will be like. Delivery of the experience is the activities done during the games such as giving visitors exciting experience in the venues and outside the venues. Delight is the visitors’ appreciation of the experience. The London Olympic organisers can obtain this by providing artefacts of the medal holders and winners as well as other memorabilia items related to the event (Gilmore and Pine, 1999). The design focuses on the creative aspect of the event and concerns the appearance and decorations that will make the place attractive and memorable. This aspect gives the event uniqueness from other events (Gilmore and Pine, 1998). The design process calls for the event organisers to work together and brainstorm ideas on the type of art and designs to use in the event (Funke, Meusburger and Wunder, 2009). The design brings the artistic aspect of event and contributes immensely to the legacy of the experience. It may involve aspects of lighting, calligraphy, painting, and the general arrangeme nt of the venue especially during the London Olympic 2012 opening and closing ceremonies which are helpful in publicizing London Olympic and entertaining visitors (Goldblatt, 1997).Advertising We will write a custom essay sample on London Olympics 2012 specifically for you for only $16.05 $11/page Learn More The third major aspect of event management for incorporation when managing event is planning. This stage is imperative for the London Olympic 2012 in order to give the visitors and spectators a better experience. Special planning is needed like assessing the risk of the event especially due to terrorism activities. This requires specials marketing and safety measures to attract visitors. The aspect of time is imperative in ensuring that appropriate preparations that are possible before the event takes place are done (Compton et al., 2007). Time planning ensures that the preparations are timely. The other aspect of planning deals with space, which lo oks into venues. For London Olympics 2012, the venues are the Olympic stadium, the Aquatic centre, Velodrome and Handball Arena. Planning involves looking at the number of people each venue can accommodate. It also looks into the aspects of travel especially because traffic in London can be a problem during the event. The other important aspects are the decorations, and the appearance of performance stage to ensure that it is visible to all attendees of the opening and closing ceremonies. Other than planning space and time, preparation also involves budgeting for the event (Higham Hinch, 2001). The fourth aspect of event management is that of coordination of activities. It is hard for the project manager to organise the event alone (Foley, Perry and Rumpf, 1996). It involves delegation of responsibilities to trusted and capable individuals who can deliver results in the area of their expertise (Schofield and Thompson, 2002). Coordination involves communicating the arrangements and decisions made with clarity to all stakeholders in order to have a proper execution of all the activities. Coordination aspect involves staffing, as staffs execute the plan of the event (O’Toole, 2000). The final aspect of event management is that of evaluation. The organisers can learn the need to balance between marketing and experience to avoid creating distraction and displeasure to the visitors like in the case of Sydney Olympics (Smith, 2008). The other one is of providing good visitor experience as in the case of Beijing 2008, which was a successful event (Kolaja, 2011).Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More To succeed in conducting evaluation it is necessary to conduct a pre event survey on the expectation of the attendees and post event survey on the satisfaction of the attendees (Gold, 1958). This helps to evaluate areas that need improvement in future (Malhotra, 2002). How to make London Olympics memorable To make the London Olympics 2012 a success it is necessary to explore factors of event management that culminate into its success. These factors contribute immensely to the success or failure of an event. Timing The first factor is the timing of the event. This regards whether people will be available or not. In the case of London Olympics, the event will take place from July 27th to 12th August 2012 and Paralympics from 29th August to 9th September 2012 (Parry and Shone, 2011). Finance planning Currently the organisers of the London Olympics 2012 are working on an estimated budget of  £9 billion. Most of this cost will cater for security. The central government will meet part o f the budget. Ticket sales, broadcasting rights, and sponsorships will play a significant role in funding the budget. The visitors will certainly get value for their money through the security, and infrastructural developments in place to make their experience exciting and memorable. After creating the budget, the next step is to look for the sponsors of the event. The sponsorships are necessary in providing the necessary funds to make the event successful (Haug and Teune, 2008). The publicity and advertising costs are some of the costs incurred as part of event organisation (Arcodia and Reid, 2002). Human resources The other factor other than the finances that is critical in the preparation of the Olympics 2012 is the aspect of human resources management. The staffs includes people whose work is to provide security in the field, the venue architects, designers, the broadcasters, the caterers of the guests and tour guides to assist the attendees on travel issues (Baum and Lockstone, 2007). Proper preparation of the human resources will be imperative in making the London Olympic 2012 successful. Currently the London Olympic management team is relying on the seventy thousand volunteers to assist them in the preparations and during the game period. The game makers make the experience of the visitors better by assisting them to locate seats and locations and in movement form one venue to another (Bartholomew, 2002). Infrastructure Infrastructure development is another preparation of the London Olympic 2012. New stadiums are already in place and the state of art design of the stadiums will create a feeling of novelty and excitement to the attendees. This is a major step in giving the spectators and the visitors a good experience (Goldblatt, 2000). Infrastructure also concerns the development of the transport networks to make it possible for the visitors to travel from one destination to another. In case of London Olympics 2012, the most appropriate transport networ k will be the rail, tube and air travel for overseas visitors to transport people to the stadium. There will also be the Euro train for the European visitors who wish to travel by train. Providing additional trains to cater for the increased demand for transport in the city will greatly help in easing congestion and inconveniences during the event otherwise transport might prove to be a problem to the visitors, the measures are still not enough to address traffic issues (Deery, Hede and Jago, 2002). Technology The other factor to consider when staging the London Olympics is technology. It will apply in the communication and in broadcasting of the event across the globe. Sony has said that the event will be recorded live using HDV 1012 cameras, which are some of the highest quality cameras in the market (Smith, 2008). There will be screens in the stadiums as well as in the Olympic park. This will help the visitors in the stadiums to have a closer view of the activities. It will also enable them to watch even those events they do not have tickets for in outdoor venues such as the Olympic park. Technology is also imperative especially in monitoring the security of the venues using micro cameras. It will also apply in the transportation of the spectators from their residences to the venue (Arcodia and Robb, 2000). Technology will also apply in marketing the event especially to the locals and creating euphoria for the event using social media networks such as twitter and face book. It will also apply in mobilising and coordinating the volunteers by updating them on where the volunteer services are needed using the social media (Smith, 2008). Entertainment The other major factor in making the Olympic 2012 successful is entertainment. This matters a lot in the event organisation. Although the Olympic itself is an entertainment-sporting event, other forms of entertainment to be in use for the crowds in between the games are important. Most of the entertainments will h appen during the opening ceremony that will be attended by the Queen Elizabeth, closing ceremony and parties across the UK and concerts as part of the Cultural Olympiad. A short film is expected and entertainment from the mascots (Beaven and Laws, 2008). Security The central government will provide the security for the event and the police officers will be deployed to all the venues. G4S Company will provide security for cash collection and transport during the event. The security measures adopted for the event include screening all the attendees at the entrance of all venues to guarantee safety to all attendees, installation of micro cameras in all venues to monitor the public (Graham, 2012). It will also involve screening all users of public transports. All the accommodation facilities will apply their own security measures to ensure that there is a security for everyone (Raj, 2008). For the London Olympics the country will deploy ten thousand police officers with the assistance o f thirteen thousand military officers reinforced by naval and air forces when providing security. This is a major security operation but it is worth the efforts as it is fatal to compromise security on such an event (Hiller, 1995). It may however be a nuisance to the visitors especially due to consistent screening that may make them uncomfortable. Marketing and promotions After budgeting for the event and sourcing for the resources needed to make the event imperative the next step is marketing. The marketing event involves publicising the event and creating awareness on the advantages of attending the games. Currently the organisers of the event have a website where one can register or buy tickets. The website provides a good marketing opportunity for the event to people across the globe especially because it provides updates on what the visitors will experience during the event. The other imperative issue in the event marketing is in the design of the venues especially in matters s uch as logo and symbols used during the event. The colours and symbols are of importance in making an event memorable to all the visitors. The logo colours in magenta, green and orange displays will be used in the London Olympics (Lee, 2005). The Olympic 2012 presents a marketing opportunity for the London’s merchandise especially on memorabilia articles such as coinage and paintings. It presents a tourism opportunity for the country to display its tourist attraction sites (Harris and Jago, 1999). The other aspect of creating a memorable event relates to having appropriate measures for guest relations. The visitor relations involve activities such as recognition of the VIPs, people with disability, and other guests (Allen et al., 2008). According the guests appropriate welcome is very important (Neale, 2000). Training the staff on how to handle guests, deploying interpreters and guides to assist the guests will go a long way in making the event memorable (Shanka and Taylor, 2 004). It also involves assisting the guests to visit the different parts of the country that they wish to tour in the course of the Olympics. Guest relations regarding the VIPs involve according them the appropriate treatment. It also involves conducting a survey before the event on the attendees to gather information on their expectations as well as conducting a survey in the course of the event to make adjustments in order to suit the event (Kawulich, 2005). The Olympic offers an opportunity to the sponsors to get publicity and marketing opportunity for their products and services. The sponsors should participate in giving the visitors a good experience by providing informative promotion messages that are creative and interesting to the visitors. Creative advertising and displays play a huge role in creating a memorable experience. Catering and vendor management The event organisers must take into consideration the aspects of catering for the guest’s accommodation. The most prominent vendor and is also a sponsor of the event is the McDonalds (Jago and Royal, 1998). The event management team must consider cases of the VIPS such as the Olympic organizing committees’ accommodation among other important guests (Mikolaitis and O’Toole, 2002). Quality of London Olympic Vendors will be verified by certifying and approving the vendors who shall operate within the vicinity of the event. This applies to food and beverage vendors. It is important to have a mechanism of validating the vendor by developing a code of conduct for vendors to ensure that they adhere to food safety and hygiene measures. This assists in ensuring that there is food safety and there are no disease outbreaks in the course of the event (Jago and Royal, 1998). Ticketing The other important aspect of consideration in the event management relates to the issuance of the tickets to the guests. The Olympic organising committee of the respective country usually sells the tickets of O lympics in other countries. It is expected that over nine million tickets would be sold for the London Olympics (London Organising Committee, 2012). Instituting appropriate ticket verification mechanisms will help the management to make the necessary arrangements as per the tickets booked for each game. For the athletic events ticket holders, they will receive free transport to the stadiums to ease congestion. There are events that will be free to everyone like the marathon and the mountain bike races (Robinson, 2010). Maintaining cleanliness throughout the event is also important. Instituting measures for garbage collection and damping of plastic waste is imperative in providing an experience of cleanliness to the visitors (McDonald, 1999). Conclusion The Olympic Games organisation is an opportunity to display the event’s organisation of a country. Making the London Olympic a success will be an honourable task for the event organisers. May they take the once a lifetime task with all the challenges it involves. References Allen, J., Harris, R., McDonnell, I. O’Toole, W. (2008) Festival special event management. Milton: John Wiley Sons Australia Ltd. Arcodia, C. Reid, S. (2002) The mission of event management associations. Vienna: Springer. Arcodia, C. Robb, A. (2000) A future for event management: taxonomy of event management terms. Sydney: Australian Centre for Event Management. Bartholomew, D. (2002) ‘Event Management: Hype or hope?’ Industry Week. 251 pp. 29. Baum, T. Lockstone, L. (2007) ‘Volunteers and mega sporting events: Developing a Research Framework’. International Journal of Event Management Research. 3 pp. 1. Beaven, Z. Laws, C. (2008) Never let me down again: Events and festivals. New York: Routledge. 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Vienna: Springer. Silvers, J. (2003) ‘Event management: P rofession or occupation’. Event Management. 9 pp. 185-198. Smith, K. (2008) ‘The information mix for events: A comparison of multiple channels used by event organisers and visitors’. International Journal of Event Management Research. 4 pp. 24-37. This essay on London Olympics 2012 was written and submitted by user Matilda Flores to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.