EVENT PLANNING INDUSTRY

The Event Planning Industry

Final Paper
Rebecca Kinsey
California State University, Fullerton

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Introduction
Event planning is one of the most deceivingly difficult industries to start a career in. Not
only is there high intensity with critical deadlines, but the business is constantly changing. There
are a lot of industries that event planners can work in; sports, restaurants, hotels, weddings, and
many more. An event planners life is full of socializing and networking with a variety of people.
To start, the event planner needs to be very organized in order to successfully plan out every
detail of the event. Unfortunately, even after the planner successfully creates a schedule, it does
not mean that everything will happen accordingly. There are many factors that need to be
considered, an event requires considerable planning of details big and small from choosing a
venue and reviewing contracts to juggling guest lists and issuing name badges (U.S. News,
2014) to what is the overall goal of the event. This industry is very competitive because
beginners and experts can successfully run an event. Typically, beginners are easier to book
because they have a more flexible schedule.
Content
The content is the sole purpose of the event, and therefore, the most important aspect.
According to Amanda Gallucci of iAcquire successful events are all about the details. Guests
notice when hosts go out of their way to ensure that every person in attendance has a spectacular
experience (Galluci, 2013). A certain crowd attends the event based on its content, and most
consumers want someone or something that is popular or liked. Knowing what kind of event is
being put on will give away who is eligible to perform. For example, a sports team would play
at a stadium and the sports teams playing each other is the content. At a concert, the band playing
or artist playing would be the content. At a wedding, the individuals getting married would be
the content. At a restaurant event, the food would be the content.

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Conduit
The conduit is the way the entertainment product is distributed to the customer. In event
planning, the conduit would be the venue. According to Judy Allen (2010) a strategic event
designer uses a grid to map out the event elements and to sketch the event energy. Without the
venue there would be no way to successfully put on an event. The first thing to consider when
getting a venue is what day of the week to put the event on because certain days of the week are
more popular. According to Judy Allen (2009) the day of the week you are considering holding
your event can have an impact on meeting your objective (51). After the day is picked, a venue
can be picked out and it is important to factor in the weather. If it is winter, most likely the event
will be inside somewhere like Staples Center. Having an event in the summer, especially in
California, is even easier to pick a venue for because the weather is almost always nice and
opens up the possibility for outdoor venues.
Consumption
In an industry, consumption refers to how the content is being received by the customers.
The main idea of event planning is booking a venue and having something on display for the
public to see. Without having a performance of some kind, people are just gathered in an area
that is paid for to socialize. A way to make use of a venue would be going to an arena to watch a
basketball game. Going to an arena also supplies more opportunities to consume the product.
Buying a ticket would be the first way to consume the event. After that, people can buy clothes
to support their favorite team, band, or artist. Then customers can purchase food like a hot dog or
a beer during a baseball game, popcorn during a basketball game, and so on. There are plenty of
way for the public to consume products at venues.
Convergence

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Finally, convergence relates to how we use technology to offer entertainment to the
public. The public can consume entertainment in many different ways. At a concert, it is possible
to watch the performer from a big television to get a better view. Someone else could be
watching a sports game at home on their television that way they can view the event form home.
Another more popular form of convergence in the event planning industry would be the use of
internet. Today, people can access anything from concerts to sports games over the internet
whether it is for free or they pay for it. Tickets can be bought online for an upcoming sports
game or concert. The internet can be accessed from a smartphone, tablet, or even a computer.
With all of this access to internet and television, marketing comes into play. For an event planner
they must show how it will benefit and meet the needs of the potential attendee so that they will
be motivated to attend the event. (Carter, 2012)
Major Players In Industry
Since the event planning industry is so broad, many individual people or companies exist.
Event planning is considered to be a Monopolistic competition. In the live music industry, Live
Nation is considered the largest presenter with over 117 venues in 2013. AEG Live or Anschutz
Entertainment Group, would be the next top contender of live music. These companies market
well and sell the most tickets to the public. According to Ray Waddell (2014) Ticketmaster
buildings generate revenues from transactions, and Live Nation has deals in place with many if
not most arenas whereby they receive a financial taste well beyond the traditional concert
promoter fee. Live Nation has leverage with arenas; the buildings crave content, and Live Nation
has more content than anyone.
Trade Association

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The EPA or Event Planners Association was created in 2004...as the only association of
its kind, the EPA was developed...to assist members of the event planning, catering, inflatable,
game rental, entertainment and haunted attractions communities searching for a wedding planner
association, inflatable association or meeting planner association to operate and prosper in an
efficient and cost-effective manner through the services provided. [Their] goal was to offer the
very best services available coupled with excellent customer service, making membership an
invaluable tool to our members throughout the United States. (EPA, n.d.). The point of this
association is to make sure event planners abide by the EPA code of ethics and make sure
everything is safe and legal.
Technology in the Industry
Technology plays a huge role in our society today. The use of smart phones, tablets, and
computers will open a whole knew realm of possibilities for the event planning industry. As a
consumer it is easier to find an event planner today because of websites and ratings from other
people over the internet. The public can purchase tickets to events online through Live Nation or
AEG Live, they do not have to leave their house. Essentially technology is making events more
accessible to the public which means this field is going to continue blooming. According to
Kilkenny (2011) social media and networking represent a tremendous opportunity for eventrelated companies to improve promotion, maintain engagement of client, reach a larger number
of participants, distribute information, network, communicate, share ideas, and offer a better way
of learning more powerfully than ever (Chapter 16, 2). Social media used to be a one-way type
of discussion, but now anyone can see it over the internet.
Future Trends & Challenges

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Event planning is flourishing in our generation today and trends affecting the tourism
industry are becoming more complex and fast-paced. This industry has become more popular
with younger generations. The fact that this job appeals to younger people means that they will
be the most experienced with technology and how to use it effectively. This industry is also
unique because it reflects what each generation is in to. For example, around 2009 Live Nation
was not doing well, so they reinvented themselves and now they are the most popular live music
company.
Technology might improve event planning, but it might also ruin it. One issue is the
quality of internet connectivity. It is common that the concurrent usage of Wi-Fi by guests will
outstrip the available bandwidth making what might otherwise be a modern marvel of
connectivity a slow painful test of endurance (Hacker, n.d.). People today rely so much on the
ability to use wi-fi everywhere they go. Another downfall from all this technology would be the
loss of physical interaction. Communication will be completely different because it will be
behind a computer screen. It doesnt ensure that customers will come back to an event planner
because they feel no personal connection with them. Event planners will always face the
challenge of picking the right venue and making sure everything goes according to plan because
problems will always arise.

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References
About EPA. (n.d.) Event Planners Association. Web. 4 Dec 2013. <http://
eventplannersassociation.com/wedding-planner-association-inflatable-associationmeeting-planner-association-about-epa/>
Allen, Judy. (2009) "Event Planning: The Ultimate Guide." Second Edition. Google Books.
Allen, Judy. (2010) The Business of Event Planning. Google Books.
Carter, Laurence. (2012) Event Planning 2nd Edition. Google Books.
Formica, Sandro. (2009) Strategic Destination Planning: Analyzing the Future of Tourism
Google Books.
Galluci, Amanda. (2013). Content Strategy for Event Planning. iAquire blog. Web. 13 Nov 2014.
Atlantic Publishing Group. <http://www.iacquire.com/blog/content-strategy-for-eventplanning>
Hacker, Steven. (n.d.) Five Key Trends That Will Affect Event Planners and Hoteliers. 11 Nov
2014. <http://hotelexecutive.com/business_review/3222/five-key-trends-that-will-affectevent-planners-and-hoteliers>
Kilkenny, Shannon. (2011). "The Complete Guide to Successful Event Planning." Google Books.
Atlantic Publishing Group.
Meeting, Convention, and Event Planner Overview. (n.d.) U.S. News Careers. Web. 12 Nov
2014. <http:// money.usnews.com/careers/best-jobs/meeting-convention-and-eventplanner.com>
Waddell, Ray. 7 May 2014. Behind Live Nations Q1 Revenue Growth. Billboard. Web. 11 Nov
2014. <http://www.billboard.com/biz/articles/news/touring/6077627/behind-live-nationsq1-revenue-growth-expanded-concert-season>