CURRENT SITUATION AND FURTHER PROSPECTS FOR THE DEVELOPMENT OF THE EVENT SPHERE IN RUSSIA

The article analyses the current state of the event sector in Russia. The problems faced by this field of activity at the stage of crisis are identified. The classification of events is carried out. The emphasis is placed on the fact that the organization and implementation of major events, such as large forums, exhibitions and fairs, require considerable investments and effort, both from the customer (client) and hired contractors (event agencies). It is emphasized that until 2019 in Russia there were practically no problems with their implementation and recruitment. However, since that time, the event sphere has undergone a considerable number of changes that have affected both the quality and frequency of events. This situation is due to the pandemic and the integration of Internet technologies into the event sphere. The article provides an expert analysis of the activities of event agencies in the Russian Federation. The classification of key factors influencing the efficiency of event agencies is carried out. An example of positioning an event agency in social networks on the Internet is given. The analysis of the structure of events is carried out. The goals of holding effective public events in the event sphere are highlighted. Stakeholders of events and interactions between them during the implementation of the event are identified. The procedure for assessing the quality of the organization and holding of event events, assessing the risks associated with their implementation are determined. Attention is paid to the experience of foreign companies operating in modern conditions. The role of franchisees in the event sphere is emphasized. Events are characterized as activities for creating value. Conclusions are drawn about their value assessment. Specific recommendations for the development of this industry in Russia are formulated.

activities, event marketing, event management, wages, clients, agencies, events, event sphere, plans, content strategies

Smetanina T. V., Zhikina O. V., Bagdoyan K. A. Current situation and further prospects for the development of the event sphere in Russia. Business. Education. Law, 2022, no. 2, pp. 128—132. DOI: 10.25683/VOLBI.2022.59.254.