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A two-day field trip to Italy helped to bring the exciting and varied world of international events to life for Glion Bachelor students who have chosen International Event Management for their final semester study specialization.

The trip was organized by Giovanni Manfredini, who brings vast experience of marketing, sales and events to the role of specialization lead. Giovanni shared with us some of his highlights from the packed agenda.

DAY ONE

Juventus FC

Italy’s most famous football club has recently completed a new stadium, which also incorporates a shopping mall, hotel, several restaurants, a museum, medical facilities and a fitness center. The students were given an insightful tour of the club museum, while also having the opportunity to look behind the scenes of this multi-purpose venue. They saw the players’ changing room, the media center and the VIP exclusive hospitality areas, which can accommodate up to 4,000 guests on match days, while also being used for meetings, conferences, weddings and private parties.

Martini Bacardi

A visit to the world-renowned drinks company allowed the students to trace the history of winemaking through the centuries, including its cultural and religious significance, as well as the origins of the Vermouth industry. They also stepped inside the company’s own museum, to learn how the brand evolved and to see first-hand how its marketing and event activities (notably its long involvement with motor racing) have established the Martini name among the most easily recognized in the world. The visit concluded in suitable style with a drink in the VIP area of the Martini mansion.

FISIP

Italy’s Winter Sport Federation for Disabled Athletes (FISIP) was a very special experience, offering a radically different perspective. Students had the opportunity not only to appreciate the ethical component of these types of events, but also to understand the logistical challenges behind each event, the hospitality implications and the business importance of events that take this area of sport into consideration. As an example, on average a disabled athlete brings three times the income of other athletes into the hotel business, during major events.

DAY TWO

Infront

Infront is the undisputed leader in managing mega events, VIP hospitality, athlete management, handling commercial exploitation for national and international federations, clubs and teams, as well as production and broadcasting of sports events. As such, a visit to this leading global sports marketing company was another incredible experience for the students. During the visit, the various different dimensions and revenue streams of the company were presented and discussed. For example, not only does Infront manage the digital activities of many institutions, sports clubs and events; the firm also manages the technical production of TV shows and formats such as The Voice, The Wall and many others. Even after a four-hour visit the students would have liked to stay longer; however, some of them still made the time to establish contacts to discuss future job opportunities!

Barabino & Partners

Originally perceived as a classic PR agency, Barabino & Partners turned out to be an authentic surprise. The Managing Director of this company, which specializes in business and financial communication, presented the different departments and its incredible client list. This was followed by a case study about a strategic project for one of their major clients: Internazionale FC, better known as Inter. For this client they managed to win the professional assignment to work on the new San Siro stadium, which will be shared with Milan’s other leading club, Milan FC. This encompassed a three-year project to manage stakeholder opinion and arrive at the final approval of the new stadium – a multi-purpose venue that will be completed in time for the Milano Cortina Winter Olympic Games of 2026.

Balich Worldwide Shows

A visit to BalichWS was the final, exciting “cherry on the cake”. This Milan-based company is one of the global leaders in producing shows and entertainment solutions for clients like the International Olympic Committee (Salt Lake City 2002, Torino 2006, London 2012, Sochi 2014, Tokyo 2020…), FIFA (Russia World Cup), UEFA (Euro 2012) and the 2012 America’s Cup yacht races. They are also behind shows and celebrations like the Mexico 2012 Bicentennial of Independence, Love Forever (one of the biggest Indian Weddings, 2014), brand events and launches in Arena di Verona, institutional events in Egypt, UAE, Brazil, etc. The Glion students, already intoxicated by such an exciting and engaging two days, were amazed by this final experience, which ended an hour later than planned, due the number of questions, comments and discussions.

· Discover more about Glion’s BBA in International Hospitality Business

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About the author

Glion Institute of Higher Education
Glion Institute of Higher Education is a private Swiss institution offering bachelor’s and master’s degrees in hospitality, luxury and event management to an international student body across three campuses in Switzerland and London, UK.
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