Planning and Leveraging Event Portfolios: Towards a Holistic Theory

Abstract

This conceptual paper seeks to advance the discourse on the leveraging and legacies of events by examining the planning, management, and leveraging of event portfolios. This examination shifts the common focus from analyzing single events towards multiple events and purposes that can enable cross-leveraging among different events in pursuit of attainment and magnification of specific ends. The following frameworks are proposed:(1) event portfolio planning and leveraging, and (2) analyzing events networks and interorganizational linkages. These frameworks are intended to provide, at this infancy stage of event portfolios research, a solid ground for building theory on the management of different types and scales of events within the context of a portfolio aimed to obtain, optimize and sustain tourism, as well as broader community benefits.

Ecological Systems Theory Approach to Corporate Social Responsibility: Contextual Perspectives From Meeting Planners

“…This wider view of the influence meeting planners have on their community is further reinforced by other participants who suggest that the business of meetings also means "making good quality decisions that positively affect our community on both minor and major levels," thus highlighting what Ziakas (2014) refers to as leveraging events for political and economic regeneration of place. Indeed, groups influence social norms and expectations related to CSR within local parameters.…”

Image interplay between events and destinations

“…Subsequently, the concept of image fit, the result of common image associations between an event and a host destination bears great significance. Destinations can then leverage the benefits, in this case the image gains, that these brand alliances bring, particularly for long-term perspectives (Chalip, 2004(Chalip, , 2006Green, 2001;O'Brien, 2007;Ziakas, 2014). Destinations can then leverage the benefits, in this case the image gains, that these brand alliances bring, particularly for long-term perspectives (Chalip, 2004(Chalip, , 2006Green, 2001;O'Brien, 2007;Ziakas, 2014).…”

“…Due to mega-events' rich history with securing a strong media presence (Madrigal, Bee, & LaBarge, 2005), smaller, more local events may have been viewed less favorable in terms of generating media awareness for a destination, and thereby image improvement of the host (Muller, 2015). Destination branders and marketers have equally found the appeal in "streamlining" event portfolios to match their target markets when it comes to telling the story about the destination (Jago et al, 2003;Ziakas, 2014). Coupling this with increased mobility (Hall, 2005) and an increase in leisure spending/event spending (Kwiatkowski, Diedering, & Oklevik, 2017), events and destinations have been able to carve niche markets to great advantage.…”

For the benefit of all? Developing a critical perspective in mega-event leverage

“…In this context, the array of a portfolio's events needs to be cross-leveraged with a mega-event's legacy, engendering a range of sustainable economic and social outcomes in the post-event period (Ziakas, 2014). Overall, the relationship between mega-events and event portfolios can be mutually beneficial providing that synergies are established to cross-leverage a mega-event with the host community's portfolio (Ziakas, 2013).…”