The Challenge and Opportunities for an Event Organiser during an Economic Recession

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

The economic recession which began in late 2007 has, and will continue to have, repercussions for the events industry. Unemployment and inflation coupled with shrinking public and private sector budgets have made the operating environment difficult. On a more positive note however, Rae (2009) and Anderson et al. (2010) argue that a downturn in the economy can stimulate creativity and innovation. This paper lends some support to this argument as it examines how the recession has forced the organising committee of one of Europe’s most prestigious international youth football (soccer) tournaments to ‘think beyond the football’ and start to look at innovative ways to off-set the cuts in its funding. Based on data gathered from various stakeholders via interviews and focus groups the paper discusses how the tournament can generate extra revenue from gate receipts, corporate hospitality, merchandising, programming, sponsorship and marketing. Event organisers can learn two important lessons from this study: - Firstly the current economic climate is challenging but they should try and think ‘outside the box’ as challenges can present opportunities and secondly consult and collaborate with event stakeholders as their insight and ideas may prove invaluable in these challenging times.
LanguageEnglish
Pages122-136
JournalInternational Journal of Event and Festival Management
Volume3
Issue number2
DOIs
Publication statusPublished - 2 Sep 2012

Fingerprint

Recession
Stakeholders
Football
Tournament
Marketing
Focus groups
Programming
Soccer
Climate
Merchandising
Revenue
Creativity
Hospitality
Organizing
Funding
Industry
Public and private sector
Unemployment
Innovation
Sponsorship

Keywords

  • Recession: Challenges: Innovation: Creativity: Stakeholders: Consultation

Cite this

@article{88ecfcfca3334f5abfdba514d2c115ae,
title = "The Challenge and Opportunities for an Event Organiser during an Economic Recession",
abstract = "The economic recession which began in late 2007 has, and will continue to have, repercussions for the events industry. Unemployment and inflation coupled with shrinking public and private sector budgets have made the operating environment difficult. On a more positive note however, Rae (2009) and Anderson et al. (2010) argue that a downturn in the economy can stimulate creativity and innovation. This paper lends some support to this argument as it examines how the recession has forced the organising committee of one of Europe’s most prestigious international youth football (soccer) tournaments to ‘think beyond the football’ and start to look at innovative ways to off-set the cuts in its funding. Based on data gathered from various stakeholders via interviews and focus groups the paper discusses how the tournament can generate extra revenue from gate receipts, corporate hospitality, merchandising, programming, sponsorship and marketing. Event organisers can learn two important lessons from this study: - Firstly the current economic climate is challenging but they should try and think ‘outside the box’ as challenges can present opportunities and secondly consult and collaborate with event stakeholders as their insight and ideas may prove invaluable in these challenging times.",
keywords = "Recession: Challenges: Innovation: Creativity: Stakeholders: Consultation",
author = "Adrian Devine and Frances Devine",
note = "Reference text: AEA Consulting (2006), Thundering Hooves: Maintaining the Global Competitive Edge of Edinburgh's Festivals, AEA Consulting, Thurso. OpenURL UNIVERSITY OF ULSTER 2. Allen, J., O'Toole, W., McDonnell, I. and Harris, R. (2005), Festival and Special Event Management, 3rd ed., Wiley, Chichester. OpenURL UNIVERSITY OF ULSTER 3. Anderson, R., Osseichuk, E. and Illingworth, L. (2010), “Rural small businesses in turbulent times”, Entrepreneurship and Innovation, Vol. 11 No. 1, pp. 45‐56. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 4. Carlsen, J., Anderson, T., Ali‐Knight, J., Jaeger, K. and Taylor, R. (2010), “Festival management and failure”, International Journal of Event and Festival Management, Vol. 1 No. 2, pp. 120‐31. [Abstract]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 5. Chaffey, D. (2006), E‐business and E‐commerce Management, 3rd ed., Prentice Hall, Harlow. OpenURL UNIVERSITY OF ULSTER 6. Chalip, L. (2004), “Beyond impact: a general model for event leverage”, in Ritchie, B. and Adair, D. (Eds), Sport Tourism: Interrelationships, Impacts and Issues, Channel View Publications, London. OpenURL UNIVERSITY OF ULSTER 7. Devine, A., Bolan, P. and Devine, F. (2010), “Online destination marketing: maximising the tourism potential of a sports event”, International Journal of Sport Management and Marketing, Vol. 7 Nos 1/2, pp. 58‐75. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 8. Devine, A., Boyd, S. and Boyle, E. (2011), “Towards a theory of collaborative advantage for the sports tourism policy arena”, International Journal of Public Sector Management, Vol. 24 No. 1, pp. 23‐41. [Abstract]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 9. Dredge, D. and Whitford, M. (2010), “Policy for sustainable and responsible festivals and events: institutionalisation of a new paradigm – a response”, Journal of Policy Research in Tourism, Leisure and Events, Vol. 2 No. 1, pp. 1‐13. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 10. Eadington, W. (2011), After the Great Recession: The Future of Casino Gaming in America and Europe, Institute of Economic Affairs/Blackwell Publishing, Oxford. OpenURL UNIVERSITY OF ULSTER 11. Florida, R. (2002), The Rise of the Creative Class, Basic Books, New York, NY. OpenURL UNIVERSITY OF ULSTER 12. Getz, D. (2007), Event Studies: Theory, Research and Policy for Planned Events, Elsevier, Oxford. OpenURL UNIVERSITY OF ULSTER 13. Getz, D., Anderson, T. and Carlsen, J. (2010), “Festival management studies: developing a framework and priorities for comparative and cross‐cultural research”, International Journal of Event and Festival Management, Vol. 1 No. 1, pp. 29‐59. [Abstract]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 14. Hall, M. (2005), “Sport tourism planning”, in Higham, J. (Ed.), Sport Tourism Destinations: Issues, Opportunities and Analysis, Butterworth Heineman, London. OpenURL UNIVERSITY OF ULSTER 15. Huxham, C. and Vangen, S. (2005), Managing to Collaborate: The Theory and Practice of Collaborative Advantage, Routledge, London. OpenURL UNIVERSITY OF ULSTER 16. Kale, S., Pentecost, R. and Zlatevska, N. (2010), “Designing and delivering compelling experiences: insights from the 2008 Democratic National Convention”, International Journal of Event and Festival Management, Vol. 1 No. 2, pp. 148‐59. [Abstract]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 17. Key Note (2011), Arts & Media Sponsorship Market Report, Key Note Publications, London. OpenURL UNIVERSITY OF ULSTER 18. McGuire, S. (2003), “Entrepreneurial organisational culture: definition and instrument development and validation”, PhD dissertation, The George Washington University, Washington, DC. OpenURL UNIVERSITY OF ULSTER 19. Masterman, G. (2006), Strategic Sports Event Management, Elsevier, Oxford. OpenURL UNIVERSITY OF ULSTER 20. Murphy, P. and Murphy, E. (2004), Strategic Management for Tourism Communities: Bridging the Gap, Channel View, Toronto. OpenURL UNIVERSITY OF ULSTER 21. OECD (2010), Key Short‐term Indicators: Current Account Percentage of GDP, OECD Publications, Paris. OpenURL UNIVERSITY OF ULSTER 22. OECD (2011), Economic Survey of the United Kingdom, OECD Publications, Paris. OpenURL UNIVERSITY OF ULSTER 23. Page, S. and Connell, J. (2010), Leisure: An Introduction, Prentice Hall, London. OpenURL UNIVERSITY OF ULSTER 24. Perry, M., Foley, P. and Rumpf, P. (1996), “Event management: an emerging challenge in Australian education”, Festival Management and Event Tourism., Vol. 4 Nos 3/4, pp. 85‐93. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 25. PricewaterhouseCoopers (2010), Back on Track? The Outlook for the Global Sports Market to 2013, PricewaterhouseCoopers, London. OpenURL UNIVERSITY OF ULSTER 26. Rae, D. (2009), “Entrepreneurship: too risky to let loose in a stormy climate”, Entrepreneurship and Innovation, Vol. 10 No. 2, pp. 137‐47. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 27. Redwood, J. (2009), After the Credit Crunch: No More Boom and Bust, Middlesex University Press, London. OpenURL UNIVERSITY OF ULSTER 28. Saunders, J., Lewis, P. and Thornhill, A. (2000), Research Methods for Business Students, Pearson Education, Harlow. OpenURL UNIVERSITY OF ULSTER 29. Schmallegger, D. and Carson, D. (2007), “Blogs in tourism: changing approaches to information exchange”, Journal of Vacation Marketing, Vol. 14 No. 2, pp. 99‐110. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 30. Smeral, E. (2010), “Impacts of the world recession and economic crisis on tourism: forecasts and potential”, Journal of Travel Research, Vol. 49 No. 1, pp. 31‐8. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 31. Sonder, M. (2004), Event Entertainment and Production, Wiley, Hoboken, NJ. OpenURL UNIVERSITY OF ULSTER 32. Technorati (2011), “Online insider”, available at: www.technorati (accessed September 2011). OpenURL UNIVERSITY OF ULSTER 33. Tum, J., Norton, P. and Wright, J. (2006), Management of Event Operations, Elsevier, London. OpenURL UNIVERSITY OF ULSTER 34. Webber, D., Buccellato, T. and White, S. (2010), “The global recession and its impact on tourists' spending in the UK”, Economic and Labour Market Review, Vol. 4 No. 8, pp. 65‐6. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 35. Weber, L. (2009), Marketing to the Social Web: How Digital Customer Communities Build Your Business, 2nd ed., Wiley, Hoboken, NJ. OpenURL UNIVERSITY OF ULSTER 36. Ziakas, V. (2010), “Understanding an event portfolio: the uncovering of interrelationships, synergies and leveraging opportunities”, Journal of Policy Research in Tourism, Leisure and Events, Vol. 2 No. 2, pp. 144‐64. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] Further Reading 1. Getz, D. (2003), “Sport event tourism: planning, development, and marketing”, in Hudson, S. (Ed.), Sport and Adventure Tourism, Haworth Press, Binghamton, NY. OpenURL UNIVERSITY OF ULSTER 2. Lickorish, L. and Jenkins, C. (1999), An Introduction to Tourism, Butterworth‐Heinemann, Oxford. OpenURL UNIVERSITY OF ULSTER 3. Whitford, M. (2009), “A framework for the development of event public policy: facilitating regional development”, Tourism Management, Vol. 30 No. 5, pp. 674‐82. [CrossRef], [ISI]OpenURL UNIVERSITY OF ULSTER [Infotrieve]",
year = "2012",
month = "9",
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doi = "10.1108/17582951211229681",
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T1 - The Challenge and Opportunities for an Event Organiser during an Economic Recession

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N1 - Reference text: AEA Consulting (2006), Thundering Hooves: Maintaining the Global Competitive Edge of Edinburgh's Festivals, AEA Consulting, Thurso. OpenURL UNIVERSITY OF ULSTER 2. Allen, J., O'Toole, W., McDonnell, I. and Harris, R. (2005), Festival and Special Event Management, 3rd ed., Wiley, Chichester. OpenURL UNIVERSITY OF ULSTER 3. Anderson, R., Osseichuk, E. and Illingworth, L. (2010), “Rural small businesses in turbulent times”, Entrepreneurship and Innovation, Vol. 11 No. 1, pp. 45‐56. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 4. Carlsen, J., Anderson, T., Ali‐Knight, J., Jaeger, K. and Taylor, R. (2010), “Festival management and failure”, International Journal of Event and Festival Management, Vol. 1 No. 2, pp. 120‐31. [Abstract]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 5. Chaffey, D. (2006), E‐business and E‐commerce Management, 3rd ed., Prentice Hall, Harlow. OpenURL UNIVERSITY OF ULSTER 6. Chalip, L. (2004), “Beyond impact: a general model for event leverage”, in Ritchie, B. and Adair, D. (Eds), Sport Tourism: Interrelationships, Impacts and Issues, Channel View Publications, London. OpenURL UNIVERSITY OF ULSTER 7. Devine, A., Bolan, P. and Devine, F. (2010), “Online destination marketing: maximising the tourism potential of a sports event”, International Journal of Sport Management and Marketing, Vol. 7 Nos 1/2, pp. 58‐75. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 8. Devine, A., Boyd, S. and Boyle, E. (2011), “Towards a theory of collaborative advantage for the sports tourism policy arena”, International Journal of Public Sector Management, Vol. 24 No. 1, pp. 23‐41. [Abstract]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 9. Dredge, D. and Whitford, M. (2010), “Policy for sustainable and responsible festivals and events: institutionalisation of a new paradigm – a response”, Journal of Policy Research in Tourism, Leisure and Events, Vol. 2 No. 1, pp. 1‐13. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 10. Eadington, W. (2011), After the Great Recession: The Future of Casino Gaming in America and Europe, Institute of Economic Affairs/Blackwell Publishing, Oxford. OpenURL UNIVERSITY OF ULSTER 11. Florida, R. (2002), The Rise of the Creative Class, Basic Books, New York, NY. OpenURL UNIVERSITY OF ULSTER 12. Getz, D. (2007), Event Studies: Theory, Research and Policy for Planned Events, Elsevier, Oxford. OpenURL UNIVERSITY OF ULSTER 13. Getz, D., Anderson, T. and Carlsen, J. (2010), “Festival management studies: developing a framework and priorities for comparative and cross‐cultural research”, International Journal of Event and Festival Management, Vol. 1 No. 1, pp. 29‐59. [Abstract]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 14. Hall, M. (2005), “Sport tourism planning”, in Higham, J. (Ed.), Sport Tourism Destinations: Issues, Opportunities and Analysis, Butterworth Heineman, London. OpenURL UNIVERSITY OF ULSTER 15. Huxham, C. and Vangen, S. (2005), Managing to Collaborate: The Theory and Practice of Collaborative Advantage, Routledge, London. OpenURL UNIVERSITY OF ULSTER 16. Kale, S., Pentecost, R. and Zlatevska, N. (2010), “Designing and delivering compelling experiences: insights from the 2008 Democratic National Convention”, International Journal of Event and Festival Management, Vol. 1 No. 2, pp. 148‐59. [Abstract]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 17. Key Note (2011), Arts & Media Sponsorship Market Report, Key Note Publications, London. OpenURL UNIVERSITY OF ULSTER 18. McGuire, S. (2003), “Entrepreneurial organisational culture: definition and instrument development and validation”, PhD dissertation, The George Washington University, Washington, DC. OpenURL UNIVERSITY OF ULSTER 19. Masterman, G. (2006), Strategic Sports Event Management, Elsevier, Oxford. OpenURL UNIVERSITY OF ULSTER 20. Murphy, P. and Murphy, E. (2004), Strategic Management for Tourism Communities: Bridging the Gap, Channel View, Toronto. OpenURL UNIVERSITY OF ULSTER 21. OECD (2010), Key Short‐term Indicators: Current Account Percentage of GDP, OECD Publications, Paris. OpenURL UNIVERSITY OF ULSTER 22. OECD (2011), Economic Survey of the United Kingdom, OECD Publications, Paris. OpenURL UNIVERSITY OF ULSTER 23. Page, S. and Connell, J. (2010), Leisure: An Introduction, Prentice Hall, London. OpenURL UNIVERSITY OF ULSTER 24. Perry, M., Foley, P. and Rumpf, P. (1996), “Event management: an emerging challenge in Australian education”, Festival Management and Event Tourism., Vol. 4 Nos 3/4, pp. 85‐93. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 25. PricewaterhouseCoopers (2010), Back on Track? The Outlook for the Global Sports Market to 2013, PricewaterhouseCoopers, London. OpenURL UNIVERSITY OF ULSTER 26. Rae, D. (2009), “Entrepreneurship: too risky to let loose in a stormy climate”, Entrepreneurship and Innovation, Vol. 10 No. 2, pp. 137‐47. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 27. Redwood, J. (2009), After the Credit Crunch: No More Boom and Bust, Middlesex University Press, London. OpenURL UNIVERSITY OF ULSTER 28. Saunders, J., Lewis, P. and Thornhill, A. (2000), Research Methods for Business Students, Pearson Education, Harlow. OpenURL UNIVERSITY OF ULSTER 29. Schmallegger, D. and Carson, D. (2007), “Blogs in tourism: changing approaches to information exchange”, Journal of Vacation Marketing, Vol. 14 No. 2, pp. 99‐110. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 30. Smeral, E. (2010), “Impacts of the world recession and economic crisis on tourism: forecasts and potential”, Journal of Travel Research, Vol. 49 No. 1, pp. 31‐8. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 31. Sonder, M. (2004), Event Entertainment and Production, Wiley, Hoboken, NJ. OpenURL UNIVERSITY OF ULSTER 32. Technorati (2011), “Online insider”, available at: www.technorati (accessed September 2011). OpenURL UNIVERSITY OF ULSTER 33. Tum, J., Norton, P. and Wright, J. (2006), Management of Event Operations, Elsevier, London. OpenURL UNIVERSITY OF ULSTER 34. Webber, D., Buccellato, T. and White, S. (2010), “The global recession and its impact on tourists' spending in the UK”, Economic and Labour Market Review, Vol. 4 No. 8, pp. 65‐6. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] 35. Weber, L. (2009), Marketing to the Social Web: How Digital Customer Communities Build Your Business, 2nd ed., Wiley, Hoboken, NJ. OpenURL UNIVERSITY OF ULSTER 36. Ziakas, V. (2010), “Understanding an event portfolio: the uncovering of interrelationships, synergies and leveraging opportunities”, Journal of Policy Research in Tourism, Leisure and Events, Vol. 2 No. 2, pp. 144‐64. [CrossRef]OpenURL UNIVERSITY OF ULSTER [Infotrieve] Further Reading 1. Getz, D. (2003), “Sport event tourism: planning, development, and marketing”, in Hudson, S. (Ed.), Sport and Adventure Tourism, Haworth Press, Binghamton, NY. OpenURL UNIVERSITY OF ULSTER 2. Lickorish, L. and Jenkins, C. (1999), An Introduction to Tourism, Butterworth‐Heinemann, Oxford. OpenURL UNIVERSITY OF ULSTER 3. Whitford, M. (2009), “A framework for the development of event public policy: facilitating regional development”, Tourism Management, Vol. 30 No. 5, pp. 674‐82. [CrossRef], [ISI]OpenURL UNIVERSITY OF ULSTER [Infotrieve]

PY - 2012/9/2

Y1 - 2012/9/2

N2 - The economic recession which began in late 2007 has, and will continue to have, repercussions for the events industry. Unemployment and inflation coupled with shrinking public and private sector budgets have made the operating environment difficult. On a more positive note however, Rae (2009) and Anderson et al. (2010) argue that a downturn in the economy can stimulate creativity and innovation. This paper lends some support to this argument as it examines how the recession has forced the organising committee of one of Europe’s most prestigious international youth football (soccer) tournaments to ‘think beyond the football’ and start to look at innovative ways to off-set the cuts in its funding. Based on data gathered from various stakeholders via interviews and focus groups the paper discusses how the tournament can generate extra revenue from gate receipts, corporate hospitality, merchandising, programming, sponsorship and marketing. Event organisers can learn two important lessons from this study: - Firstly the current economic climate is challenging but they should try and think ‘outside the box’ as challenges can present opportunities and secondly consult and collaborate with event stakeholders as their insight and ideas may prove invaluable in these challenging times.

AB - The economic recession which began in late 2007 has, and will continue to have, repercussions for the events industry. Unemployment and inflation coupled with shrinking public and private sector budgets have made the operating environment difficult. On a more positive note however, Rae (2009) and Anderson et al. (2010) argue that a downturn in the economy can stimulate creativity and innovation. This paper lends some support to this argument as it examines how the recession has forced the organising committee of one of Europe’s most prestigious international youth football (soccer) tournaments to ‘think beyond the football’ and start to look at innovative ways to off-set the cuts in its funding. Based on data gathered from various stakeholders via interviews and focus groups the paper discusses how the tournament can generate extra revenue from gate receipts, corporate hospitality, merchandising, programming, sponsorship and marketing. Event organisers can learn two important lessons from this study: - Firstly the current economic climate is challenging but they should try and think ‘outside the box’ as challenges can present opportunities and secondly consult and collaborate with event stakeholders as their insight and ideas may prove invaluable in these challenging times.

KW - Recession: Challenges: Innovation: Creativity: Stakeholders: Consultation

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VL - 3

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