Balancing Tradition and Innovation in Hotel Ezra Cornell: Incorporating Technology Initiatives Into Event Planning and Management

Abstract

Trina Ham, an undergraduate student in the role of Communications Director for the annual Hotel Ezra Cornell (HEC) event at Cornell University, struggled to incorporate technology into the event’s operations, while concurrently fulfilling her responsibilities in public relations and communications. Keeping up with contemporary practices in the events management industry required a management structure and new technologies that were untraditional to HEC; nevertheless, Trina poured her energies into creating an online platform through which the HEC attendees would easily access information. Although successful in introducing information technology to HEC, this initiative was riddled with difficulties including human resource management issues.

One year later, student George Earl, the director for the newly formed IT department, aims to improve the HEC customer experience by extending Trina’s ideas. What can he learn from Trina? What solutions are now available to accomplish his goals?

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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