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AcademicsA spotlight on… Sustainable Event Management

The concept of sustainable development is hotly debated and the events sector, in particular, is under considerable scrutiny. Find out how our module about sustainable event management equips our students to influence their future workplaces.

The COVID-19 pandemic has highlighted the need for the events industry to be agile, to take the lead, and to re-examine current activities and practices.

In this module of our Bachelor of Arts in International Hospitality and Events Management program taught by Roel Brinkman in Leysin, our bachelor’s students gain a thorough understanding of sustainable development and how it can be used for ongoing improvement within the industry.

 

1. They develop a critical understanding of the impact of tourism and leisure

Equipped with a stronger understanding of the socio-cultural, environmental, and economic impacts of the tourism and leisure industries, students develop the critical thinking skills that will enable them to make the events business more sustainable.

 

2. They go beyond green practices

This class moves beyond simple green practices by teaching students to “walk the talk” and to avoid any form of greenwashing, which is “misleading marketing claims made by companies to falsely suggest an environmental benefit”.

 

3. They assess, analyze, and improve

Students take a critical look at events like Tomorrowland and Coachella, which are recognized for their sustainability, and analyze their sustainable practices and performances through the lens of a consultant. By adopting proven and strategic sustainability models, students gain the means to provide further direction for societal and environmental betterment, without jeopardizing an event’s financial goals.


shms students

 

4. They use the right strategic tools

Students learn how to apply sustainable theories such as the triple bottom line (TBL) and the framework of corporate social responsibility (CSR). In addition, by using approaches such as the balanced scorecard and the value chain, students understand how to be strategic about integrating sustainability in the event’s business. 

 

5. They learn how to serve their stakeholders

Sustainable development can be used to increase an event’s overall performance by building a reputation and demonstrating good corporate citizenship while reducing environmental impact. Students learn how to meet and exceed the needs of all stakeholders involved, including consumers, who are becoming increasingly committed to practicing sustainability in all aspects of their lives.

 

Meet the Program Manager, Roel Brinkman

  • This innovative class is headed up by our program manager Roel Brinkman, who is passionate about sustainability and its importance within the hospitality and events industries.
  • Roel holds a dual Master of Arts in Service Management from London Metropolitan University and Holland’s renowned NHL Stenden University of Applied Sciences, and a Postgraduate Diploma in Higher Education from the University of Derby in the UK.
  • Roel has held various managerial food and beverage positions at Hilton Worldwide, Franklyn Hotels & Resorts, and Quality Lodge in the Netherlands and the UK before joining Hotelschool The Hague, where he co-developed its applied F&B learning programs. He joined Swiss Hotel Management School in 2016, lecturing in Hospitality and Sustainability, and in 2020 took up the position of Program Manager.
  • As an accredited Green Globe Auditor, Roel is committed to helping hotel businesses thrive and focus beyond the financial bottom line. Accordingly, he is spearheading all sustainable development-related teaching initiatives at Swiss Hotel Management School and is frequently hired as a consultant in the hotel business. He is a widely experienced e-learning content developer and designer, and for the past six years, his programs have been used by Hilton Worldwide.

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