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Madonna reputation crisi

caseMoroianu Sorin

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Event Risk Management

The world of events has evolved to being a very profitable industry that now eown right, independent from tourism, hospitality or leisure sectors.

The event manager is confronted with the pressure of creating a successful emaking any mistakes, as there is only one chance to get it right. In this contex

considered that the project management process plays a very important rolethe expected results on time and at a high quality.

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Background

26 August 2009First concert held by Madonna in Bucharest

Event organized by Emagic Entertainmentpart of Vodafone Best Music seconcerts in Romania

During the event, Madonna approached the gipsy problem in our country

well received A lot of other complaints emerged: bad location, too much free time, too

queuing, bad sound, not enough toilets, and so on.

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Perspective

This project explores a perspective by focusing on risk management and appconcepts to a contemporary event. The chosen case study referres to Madoin Bucharest, which was held in 2009 in Romania, as part of the Sticky & Sweeworldwide tour.

Although the tour was very successful, this particular event was intensely criticmedia and the participants.

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Risk Management

-Consequently, the project analysed the risk management problems encountereevent, in an attempt to see if they were related to errors in the risk assessment prsuggest operational changes for improving the event, or other events like it, in thfocus was on various aspects of strategic risk management, such as reputation rcommunication risk, financial risk and human resources risk.

-The first step of risk management is, of course assessing the risks that may, or maduring the development of the project. After the risks have been evaluated, themanagement team needs to create mechanisms to control any problem that m

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Risk Control Strategies

Cancel and avoid the risk

Diminish the risk

Reduce the severity of risks that do eventuate

Devise back-ups and alternatives Distribute the risk

Transfer the risk

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What happened

During the project management of Madonnas concert in Bucharest a numbstrategic risks were either overseen or poorly assessed by the organizers, thus great impact on reputation risk

The discussion revealed the fact that the event organiser ignored the importa

management and chose a location that was not suitable for this event, leadnumerous difficulties on the day and implicitly, to a large number of negativethe public and the media.

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Conclusion

The critical evaluation of event risk management for Madonnas concert in Bucharest revealed several errors which had a neghow the event was perceived by the media and by the participants

It can be suggested that the decision to hold a concert with 60 000 spectators in Bucharest was a rushed one, as there was nolocation for such an event. Stil l, as it was decided to stage the concert, despite all the difficulties, there are some recommendmade for minimizing the risks and improving the event in the future.

Firstly, finding a suitable location for the event should have been the priority for the event organizer. Staging a concert in a pulot of difficulties, like noise, deterioration of the lawn, visibility to the stage. Moreover, if this really has to happen than additionaput in place to make the s ite suitable for the event. Choosing a smaller location, like a stadium, would have eliminated these pimproved the quality of the event.

Secondly, more attention needs to be paid to risk management of any kind. The organizers did not include a thorough risk assplanning stage of the event and did not seem to have a back-up plan in case of bad weather that would deteriorate the law

To sum up, whether it is a concert or other type of event, there are multiple aspects that need to be closely considered in the process, in order to create a unique event that will be remembered by all the participants.

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