You are to decide on a new event concept for your chosen destination and write an event proposal which describes the event and justifies the event concept in relation to the characteristics of your chosen destination.Identification of key stakeholders at the destination who would need to be consulted in the event planning process.Explanation of how the event will contribute to the tourism goals of the region and also explain how the event makes the best use of available resources at the destination.
Documentation of Event Proposal, for any of the events to be hosted, is an indispensible task for the appropriate planning, execution and control on the several event related activities. An Event Proposal typically specifies the functionality of a proposed event with respect to several related factors (Van der Wagen, 2002). This event proposal is accordingly intended to schedule and plan for a Beach Party Event hosted by a reputed Australian Advertising Firm, on Account of its Silver Jubilee Celebrations.
The Gold coast region is a coastal city situated in the southeastern Queensland of the Australian continent. This location is broadly based on the east cost of the Australian continent and has evolved as an extremely popular recreation destination among the metropolitan Australian population. This event location is in high demand for recreational and social events among close held social groups as well as corporate groups (Faulkner & Tideswell, 2012). The tourism development initiatives of the Australian governement has also gained increased visibility to the gold coast Area among the international travelers, making this event destination as one of the most desired party destinations among domestic as well as international Target Audiences.
Events can be broadly classified as Social and Family events, or Business and corporate events. These can be of varied nature and have always been a part of cultural ethos in our society. They become important as they give a sense of togetherness to participants and provides with a platform to share experiences and exchange thoughts (Berridge, 2006).
The ‘Gold Coast Sunset Beach Party’ is a recreation cum promotional event, hosted by ‘REBORN’ Advertising Agency on account of its Silver Jubilee Celebrations. The organization of this event is the sole responsibility of the public Relations department of the Reborn Ad agency. This event is supposed to be organized at one of the country’s prestigious Hotels, located at the world famous Gold coast region in Queensland, Australia. The Event is scheduled to be conducted on First of March 2015, at Hotel Jupiter’s Gold Coast, who would be assisting the PR department of the Reborn Company with organization of the Beach Party event. There would be approximately 500 list of external invitees for this event, in addition to the 200 existing employees of the company, who will be participating in the event.
The Following would be the Key milestones that the ‘REBORN’ Advertising Agency would have to execute while scheduling their Silver Jubilee Beach Party Event to be organized at the Hotel Jupiter’s Gold Coast on 1st March 2015:Sending Email Invitation to the Participants and Invitees for the event would be executed by the Public Relations department of ‘REBORN’ Advertising Agency. The Invitation emails would be latest sent by 1st February 2015. The Invitees would thus be informed one month in advance, so that they would easily be able to incorporate attending the event, in their respective schedules.Last date for the Event Registration by Participants and accepting the invitations sent by ‘REBORN’ would be scheduled by 10th of February, 2015.
The Invitees would be given a time frame of 10 days to register on the company’s website for attending the event. The confirmed invitees would then be issued passes for the event.Few volunteers from the existing employees of the company would be identified to co-ordinate with the media and press for having full media coverage to the event. This would effective popularize the brand name of the ‘REBORN’ Agency and would serve as an effective marketing strategy for the company’s business.
The Following would be the proposed schedule for the event: Welcome speech to the Invitees by PR head of ‘REBORN’
5.00 p.m
Sharing of Future Plans of ‘REBORN’ by CEO of ‘REBORN’
5.15 p.m.
Exchange of greetings from the sponsors
5.30 p.m
Felicitation of Esteemed clients of ‘REBORN’
5.45 p.m.
Live Music Band
6.00 p.m.
Opening of Snacks and Drinks counter
6.30 p.m onwards
Dance Party
6.45 p.m onwards
Dinner
8.00 p.m onwards
Location of the Event
Jupiter’s Gold Coast Hotels and Casino and is one of the popular tourism and recreation destination along the Gold Coast Region of Australia. This adjacent Beach of this Hotel Property, located along the Gold Coast Area in Queensland Australia is identified to be the proposed location for the Beach Party Event to be scheduled on first of March 2015, on account of the Silver Jubilee function of the advertising company ‘REBORN’. The Hotel Jupiter’s is situated on Broad beach Island (part of Gold Coast of Queensland) and is approximately 20 minutes drive from the famous Coolangatta Airport and about an hour’s drive from the Brisbane Airport
Catering
The In-house catering and restaurant facilities of the hotel are equally appealing. The Hotel currently serves food from seven different parts of the world, offering a variety of cuisines, at its live counters set up in a canopy at the Beach side. The catering menu would be limited to Chinese, Italian and authentic Australian cuisines as being in much high demand as per the local demographic data (Tourism Research Australia, 2013). The starters and welcome drinks would also be included in the menu. There would also be a live bar counter arranged from 500 meters adjacent to the beach area.
Other Infrastructure Arrangements
The Jupiter’s Group of Hotel’s state of art infrastructure facilities and beach party arrangements enables a simple beach location setup a glorified and sophisticated venue look. The infrastructure arrangements provided on beach side by the hotel management are ideal for conducting social parties and business events, even for the corporate clients of the Hotel group. The Arrangements include resting areas, temporary wash rooms and changing rooms, Music and speaker Arrangements, Live Music Station, Lighting Arrangements, Parking Arrangements, etc.
Financing/ Funding the Event
The Public and private funding have evolved as the most sought out options for funding corporate events and parties that would involve prominent personalities across industries. The ‘Reborn’ Advertising agency is one of the upcoming ad agencies in the country and has served several prestigious institutions and private businesses in the past. The Company accordingly has a lot of esteemed client base, who would be a part of the invitee list for the event. Thus, the organization team of this event has already started getting few good offers from several sponsoring brands, which are willing to finance a part of this event, at the cost of offering free promotions and hoardings to these brands at the event. The management team of ‘Reborn’ Advertising has accordingly selected two sponsors that would fund 20 percent each of the total event organization expenses. Both these sponsors are prominent clients of the company and have been brand loyal with the ‘Reborn’ advertising firm since last fifteen years.
Goals and Objectives of the Event
The key goals and objectives of organizing the ‘Sunset Beach Party’ Event by ‘REBORN’ Advertising agency is to celebrate the business success of the company; the success of completing 25 years (silver Jubilee) in the Advertising business with its esteemed corporate clients. Moreover, attracting media attention by throwing a vibrant party at the beach side in a lavish location is also a secondary objective behind organizing the event. Such an activity would automatically increase the brand name of the ‘REBORN’ Advertising agency, which would be positively reflected in the business functioning of the company.
Target Audience for the Event
The target Audience fort the event would mainly be divided in to three categories:
1. The Employees of the company ‘REBORN’, who served the company dedicatedly for 25 years, would be invited to the party as an honor for their service.
2. The Esteemed clients of the company ‘REBORN’, who were brand loyal to the company and gave business for the company that made its survive the market competition. They would be invited by ‘REBORN’ as a part of gratitude shown to them.
3. The general public at large who would be viewing the media coverage of this event would also be a part of target Audience of the event.
Passes for the beach party event would be issued to the desired invitees by the Human resources department of ‘REBORN’ at the sheer discretion of the management of the Organization.
SWOT analysis in Event management, is an effective tool that helps in identifying the competencies and weaknesses of an Event to be organized. This tool also helps in monitoring the weaknesses in order to avoid them from becoming potential threats. The opportunities in terms of betterment for the event planning and execution are also identified through this tool. Let us undertake a brief SWOT analysis for the Beach Party Event to be organized at the Australian Gold Coast Location.
Strengths: The Purpose of the event of celebrating Silver Jubilee of ‘Reborn’ Advertising agency is the greatest strength of the event.The selection of lavish location of having beach party at Gold coast is indeed strength to this event. The mesmerizing beauty of the place at sunset would be one of the prominent attractions of the event. The entertainment programs arranged for the event.
Weaknesses: Dependency on Hotel administration staff for catering and key infrastructure facilities.
Opportunities: Attracting huge media coverage and popularity for the business through this lavish event.Attracting more new clients and business through networking
Threats: Providing adequate discipline and order in the party in terms of conduct of the invitees, due to the provision of hard drinks in the party.Delay in the schedule due to delayed entry of the invitees.
Key Stakeholders involved in the planning process for the Event
The pre- preparation (planning) process discussed in schedule of the event highlights most of the stakeholders involved in the Event. In short the following would be the key stakeholders involved in the planning process of the event:
1. Employees of Reborn Organization who would be both host as well as guest
2. The Clients and customers of the Reborn Organization who would be the key invitees to the event to celebrate the silver jubilee of the company.
3. The Sponsors to the event who would be contributing towards financing substantial amounts of the expenses to be borne for organization of this event
5. The Event management team of the Jupiter’s Gold Coast Hotel would also play a key role in arranging the catering service and infrastructure for the event.
6. The Singers, Artist and DJs entertaining the invitees would also be the important stakeholders for success of the event.
5. The cooks, caterers and infrastructure arrangers would also be a part of the stakeholders for the event.
7. The Media and the general public, who would be respectively involved in the covering of the event and viewing of the event coverage in the media, would be the stakeholders.
8. The regulatory authorities of the land, with whom the event organizers would liaison for taking due legal permissions for the party, who also be the stakeholders for the event.
Contribution of the event to the tourism goals and tourism plan of the Australian Region.
The Silver Jubilee Beach party hosted by “REBORN” Advertising agency, would not only benefit the popularity and business of Jupiter’s Group’s of Hotels, but will also help in increasing the popularity and fame of the entire Gold Coast Region of Queensland, Australia. This Beach Party Event would have a high media coverage and huge word of mount publicity among the elite personalities from the advertising world. The mesmerizing beauty of the event location and well managed evening event would thus serve as a good opportunity for the Hoteliers operating in the key international destinations like the Gold Coast to promote their Hospitality Business to the invitees. The event is thus desired to strategically contribute to the overall tourism goals and tourism plan of the Australian Region
Conclusion
Drafting a proposal is extremely important and essential before planning and organizing any of the Events. The proposal of an event thus gives the adequate insights in to the likely strengths and weakness of the events and gives us the opportunity to work out on opportunities to benefit from the event. The proposal of the ‘Sunset beach Party’ event thus entirely justifies the purpose behind organizing this event, which is likely to benefit the business operations of the host advertising agency in the long run.
References
Tallgren Jukka, 2011, How to successfully produce an event, Tampereen University of Applied Sciences.
Berridge, G., 2006, Event Design and Experience, Oxford: Butterworth-Heinemann.
Monroe, J. and Kates, R., 2005, Art of the Event: Complete Guide to Designing and Decorating Special Events. New York: Wiley.
Van der Wagen, L., 2002, Event Management: For Tourism, Cultural, Business and Sporting Events. Melbourne: Hospitality Press.
Finkel Rebecca, 2012, Resource Guide: Principles and practices of Events Management- Planning and Operations, Retrieved from.
Faulkner Bill & Tideswell Carmen, 2012, Gold Coast Tourism Market Analysis.
Tourism Research Australia, 2013, Statistics and latest forecasts on Tourism.
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