Courtesy Jessica Ballard

For the first time in Utah, college students interested in organizing events have a new opportunity to learn. On Monday, Utah Valley University introduced a new bachelor’s degree program in Event Management which will be offered through the UVU Woodbury School of Business beginning in the fall 2023 semester.

The program has existed as a minor since 2018. UVU’s senior director for executive events at the time, Jessica Ballard, helped develop the minor and teach classes through the hospitality management department. She is now the director of the bachelor’s program and continues to teach some of its classes.

“It’s amazing just how interconnected our field is, because really the events industry is in every industry, no matter what industry it is. HR does events, business corporations do events, cities and governments do events, you have PR agencies that do events, and so many more,” Ballard told the Daily Herald.

The degree, at its core, is founded in business, but it also brings in classes from other schools to give students a well-rounded experience. It includes classes in finance analytics, hospitality marketing, professional presentations, human resources, communications, public relations, graphic design, interior design, virtual event planning and culinary basics.

“Business events is a fast-growing, multibillion-dollar industry and the demand for event planners and managers — particularly post-pandemic as in-person events resume — is anticipated to grow by 8% this decade,” Bob Allen, dean of the Woodbury School of Business, said in a press release. “With that labor force need and strong interest in this discipline among our students, it makes sense for UVU to invest in this new program.”

Isaac Hale, UVU Marketing

The program also focuses on incorporating engaged learning with internships through Culinary Crafts, the Delta Center (currently Vivint Arena), the Utah Valley Convention Center, Michelle Leo Events, Culinary Crafts and more. Students are also able to volunteer with large local events, particularly the Sundance Film Festival.

UVU students have already received job offers after graduating with the minor from companies they interned with, and alumni are already working in the event management field because of their degrees.

“Going through the Event Management program at UVU gave me the confidence and knowledge to prepare for my career. Thanks to this program, I was successful in getting my dream job which has been so amazing,” said Tara Williams, special events coordinator for Provo Parks and Recreation. “I have been able to apply all the knowledge I learned to my career and the connections I made during my time at UVU have been highly beneficial. I am so grateful for everything I learned and for my experience.”

According to a 2018 study conducted by the Events Industry Council, every $1 spent at live events in the United States generates $1.60 for the economy. Utah Business Magazine reported that the NBA All-Star Weekend, held in mid-February, brought in $280 million to the state. That, in addition to the return of the Outdoor Retailer expo and 2023 Sundance Film Festival, added an estimated $500 million to the state economy.

“The addition of the event management degree program will further UVU’s reputation of sending out the best and brightest young professionals who are quickly turning into respected industry leaders,” Danny Wheeler, general manager of the Utah Valley Convention Center, said in a press release.

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