Abstract
Over the last decade the term “event marketing” has become both popular and ambiguous. It is used to describe small community initiatives gathering dozens of people as well as cyclic mass events with multimillion-dollar budgets. There is a variety of reasons why many people and organizations are using events as a marketing tool. For enterprises they are one of the instruments of corporate branding as well as ways of building relations with stakeholders. Public organizations perceive events as an instrument of building positive image among the public, as well as a way to convince people of certain social and political ideas. From the participants’ (users) point of view, events are more and more alternatives for spending free time or building a culture of participation in social life.
Thus, a complex and multifaceted relation between an event and the place where it is held can be a very interesting subject to analyze. To what extent a given territory is a source of the event’s specificity? How much do organizing events (especially mega-events) and event marketing contribute positively to local economic development? What are the costs and benefits of organizing events not only for its organizers but also for the territory and the community involved? Is it more effective to organize huge mega-events or rather smaller projects prove to be more beneficial and efficient from the place-marketing point of view? These questions arise more and more often among local policy makers, MICE sector representatives, local activists, and so on. This chapter, by presenting the development potential of event hosting in the post-industrial city of Łódź, is an attempt to answer some of them in this particular local context.
This is a preview of subscription content, log in via an institution.
Notes
- 1.
For example, after the 1994 World Cup in the United States, host cities experienced a net economic loss rather than the predicted gain (Baade and Matheson 2004). The Olympic Summer Games in Athens cost at least 3.4% of the gross domestic product (GDP) of Greece at the time and left a legacy of underused sports facilities and environmental destruction (Gold 2007). In Rio de Janeiro, preparations for the 2014 Football World Cup and the 2016 Olympic Games exacerbated socio-spatial polarization, as authorities evicted and resettled tens of thousands of residents (de Paula 2014).
References
Baade RA, Matheson V (2004) The quest for the cup: assessing the economic impact of the World Cup. Reg Stud 38(4):343–354
Central Statistical Office of Poland (2015) Kultura w 2014 r. Central Statistical Office, Warsaw. http://stat.gov.pl/download/gfx/portalinformacyjny/pl/defaultaktualnosci/5493/2/12/1/kultura_w_2014.pdf. Accessed 02 May 2016
de Paula M (2014) The 2014 World Cup in Brazil: its legacy and challenges. Heinrich-Böll-Stiftung, São Paulo
Dymnicka M (2013) Przestrzeń publiczna a przemiany miasta. Wydawnictwo Naukowe SCHOLAR, Warsaw
Dzieciuchowicz J (2009) Ludność Łodzi do 1918 roku. In: Liszewski S (ed) Łódź. Monografia miasta. Łódzkie Towarzystwo Naukowe, Łódź, pp 116–168
Eckerstein A (2002) Evaluation of event marketing. Important indicators to consider when evaluating event marketing. International Management Master Thesis No. 2002:25
Getz (2008) Event tourism: definition, evolution, and research. Tour Manag 29(3):403–428
Gold MM (2007) Athens 2004. In: Gold JR, Gold MM (eds) Olympic cities: city agendas, planning and the world’s games. Routledge, Abingdon, pp 265–285
Janiak M (2016) The last fascinating and unusual and yet undiscovered city – Łódż. Renowacje i Zabytki 1(57):47–63
Kolber D (2016) Event marketing – organizacja imprez czy coś więcej? http://www.epr.pl/event-marketing-organizacja-imprez-czy-cos-wiecej,event-pr,1226,1.html. Accessed 27 Apr 2016
Leenders MAAM, Go FM, Bhansing PV (2015) The importance of the location in hosting a festival: a mapping approach. J Hosp Market Manag 24(7):754–769
Łódź Brand Management Strategy for the Years 2010–2016 (2009) http://www.kreatywna.lodz.pl/data/dataPublicator/lodz_strategia_zarzadzania_marka_eng_1.pdf. Accessed 16 Apr 2013
Mokras-Grabowska J (2015) Czas wolny w dobie postmodernizmu. Folia Turistica 34:11–30
Müller M (2015) The mega-event syndrome: why so much goes wrong in mega-event planning and what to do about it. J Am Plann Assoc 81(1):6–17
Poland Convention Bureau (2014) Poland meetings and events industry report. Poland Convention Bureau/Polish Tourist Organization, Warsaw
Poland Convention Bureau (2015) Poland meetings and events industry report. Poland Convention Bureau/Polish Tourist Organization, Warsaw
Poland Convention Bureau (2016) Poland meetings and events industry report. Poland Convention Bureau/Polish Tourist Organization, Warsaw
Roche M (2000) Mega-events and modernity: Olympics and expos in the growth of global culture. Routledge, London
Skavronska I (2015) Organization of sports mega-events as a tool of regional and urban transformation. In: Kociuba D, Sokołowicz ME (eds) Place-based approach to regional policy Polish, Slovakian and Ukrainian Youth Perspective. Selection of Proceedings. Monographs of ERSA Poland. Biblioteka, Łódź, pp 133–157
Sokołowicz ME (2013) Is the community of Łódź informed about living in creative city? City of Łódź’ branding strategy and its perception. Studia Ekonomiczne. Zeszyty Naukowe Uniwersytetu Ekonomicznego w Katowicach 149:256–267
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer International Publishing AG
About this paper
Cite this paper
Rzeńca, A., Sokołowicz, M.E. (2018). Events and Places: What Strategies for Cities and Regions Marketing Choices? Remarks on Event Sector Development in the Post-Industrial City of Łódź (Poland). In: Dias, A., Salmelin, B., Pereira, D., Dias, M. (eds) Modeling Innovation Sustainability and Technologies. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-67101-7_15
Download citation
DOI: https://doi.org/10.1007/978-3-319-67101-7_15
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-67100-0
Online ISBN: 978-3-319-67101-7
eBook Packages: Economics and FinanceEconomics and Finance (R0)