Understanding the impact of special events: a look at one company's annual event

This study examines large-scale corporate entertainment to gain an understanding of the measurable impact companies who host these events receive in return. More specifically, the researcher studied one company's Appreciation Day event and collected data on how its 320 customers and suppliers felt about the company after the event and what facets of the event impacted attendees most.Attendees were asked to participate in data collection for the research through a pen and paper survey. Responses were tabulated using Statistical Package for the Social Sciences (SPSS) software. For further understanding of the survey results, an eleven-person focus group was held to generate discussion on key topics.Findings indicate that the large-scale special event favorably impacted the attendees' company perceptions, established the company as an industry leader and strengthened the relationships between attendees and their company contacts. Results also show that networking opportunities, followed by smooth execution of the event and refreshments, topped the list of event success factors.