Triple Bottom Line Approach in Modern Events Management

The implications of the triple bottom line in modern event management: A case study of The White Tie and Tiara Ball

This essay aims to explain the emergence of new trends in modern event management and specifically the application of the triple bottom line approach and its implications to Sir Elton John’s annual charity event-The white tie and tiara ball. Further down the stakeholders will be outlined and the impacts on each of the stakeholder groups will be evaluated. The stakeholders’ interconnectedness will also be scrutinized in relation to the event. Moreover by focusing on each of triple bottom line elements and its link to the stakeholders, functional strategies will be suggested in order for the event to be managed in a way that will enhance the outcomes.

Elton John AIDS Foundation (EJAF) is the largest HIV/AIDS charity organization in the UK which was established in 1993 and since than has donated over £40million for a variety of related causes via different projects and activities, one of which is the annual White Tie and Tiara Ball.
The White Tie and Tiara Ball is an annual charity event hosted at Sir Elton John’s Windsor mansion. The ball is a spectacular evening which purpose is raising money for the Elton John AIDS Foundation (EJAF). Sir Elton and his partner David Furnish hosted the event at their home in 1999 for the first time and since then it has become a highlight of every celebrity’s social calendar. Every year the event has the same structure- champagne and canapés reception in the beautiful gardens of the Old Windsor mansion, followed by a sumptuous dinner in a specially decorated marquee. After that a short auction takes place where unique and exclusive pieces are sold to the guests and the funds raised go to EJAF charity. The night closes with the performance of a surprise guest’s concert after which sir Eton John performs as well. The theme of the ball changes every year and each time it increases the positive result of the event in...