Question:
Discuss about the Organizing an Event in Australia.
The report gives brief overview of an event in Australia. Here the event chosen is Folk Festival in Woodford. This would be a cultural and annual music festival to be held in north of Brisbane, Australia. The report gives an analysis of the event including its key performance indicator (KPI) and its assets. The report discusses about the how the event aligns with sponsor choice and determines the needs of the sponsor. There is also a discussion on understanding the core brand of the sponsor and the proposal made in a way such that it meets the primary objective of the sponsor. The report also clearly identifies the opportunities and the links that the events share with the sponsor. There is an overview of the marketing and the implementation plan described in the report. The report also speaks about the ways to service the sponsor and thereby mentions a list of benefits related to the sponsor.
The event is a Folk Festival in Woodford that would be an annual cultural and music festival in the north of Brisbane, Australia (Yolal et.al 2012). The event will be one of the biggest cultural events of time with an expected attendance of 125,000 patrons.
There will be an overall 2000 performers for an approximate 438 events with international, local and national guests. The town of Brisbane will transform into a village that will host over a large number of patrons, organizers, volunteers, stallholders and patrons. However, the transformation of the town will take place with the help of 450 volunteers and contractors in less than a month (Mahadevan 2017).
The grandeur of the event will provide a great platform to the Sponsors. The event is therefore looking for sponsorship from Tourism and Events Queensland (TEQ), Coopers and Creative Industries. The main problems sponsors face is getting visibility on a global platform and the fulfillment of the goals. However, this particular event will not only give the sponsor a visibility but also put forwards objectives that align the goal through the following benefits:
One of the chosen sponsors of the Folk Festival in Woodford is Tourism and Events Queensland (TEQ). The particular sponsor is a statutory body of the Government of Queensland, focused on destination, marketing and development of experience, and aims at providing aid in major events (Kirá?ová and Pavlí?eka 2015). Their website therefore features information and research on various events and tourism news thus making it primary for the media, government, industry and special interest group to contact them in any business related to events and tourism. Thus, TEQ puts forward a platform to inspire tourist for visiting Queensland for experiencing the best events of Australia. The presence of TEQ as a sponsor in the event can help it to enhance its visibility and boost tourism business in Queensland. The other preferred sponsor is Coopers who will not only get an enhancement of the visibility but will also be able to increase its profitability through product sale.
The Folk Festival will have an internationally acclaim and will be held over a period of six days from 27 December until first of January. The programs of the festival will includes dances, street theatres, writer’s panel, comedy session, film festivals, acoustic jams, social debate and dialogue, program dedicated to children, talks, debates and films on environmental program, circus workshop and events, special events and parades, fire events and late night cabarets (St John 2014).
The Festival of Woodford will have more than 2000 performers and close to more than 400 events that will features a mix of international, local and national guests taking place annually over a period of 6 days. The festival village will have 35 venues for performance and the streets will remain lined with bars, restaurants cafes, parades and street theatres (Alter and Keogh 2013). However, the festival will also creates a ground for an approximate 20000 patrons that will include installation of 35 meter of canvas, 15 bars and 200 merchandise, craft and food stalls. There will also be erection of 5500 signs and 13 kg of fencing. Further, there will be an arrangement of over 60 temporary offices and amenity blocks that are hired and filtration of around 14 million liters of water. Further, there will be constructions of 25 stages with placement of 16,000 chairs and installation of 600 lanterns. These initiatives will magnify the intensity of the festival and the prominence of Queensland at an international platform (Piazzi and Harris 2016).
Therefore, the festival will aim to appeal diverse audience from all nationalities and age groups. The festival allows the audience to have a feel where they can escape reality and indulge in cultures from far, and near. Therefore, the festival will attract tourists across nationalities by informing them through distribution of brochures and program outlet. In this respect, the huge inflow of tourist can in a way boost up the tourism business of Queensland that TEQ aims at. The event will also have bars that will essentially have products from Coopers thereby increasing its profitability.
The Folk Festival will be an event that will have a rich cultural theme aiming to appeal the audience across all nationalities and age groups so that people can make a visit from across the world to this semi-urban town of Brisbane, Queensland, Australia and have an experience of a lifetime (Morrison, A.M., 2013). The event will also encourage people to talk about its rich cultural aspect and promote it by the means of various social media platforms as well as brochures. The vastness of the event with its unique objective of spreading its appeal across nationalities will not only increase the visibility of Queensland but also the sponsors who makes a profit in terms of tourism drive and increase in product sale.
A non-profit association known as Woodfordia Inc (Gibson 2013) will produce the event. The organization will aims at facilitating, stimulating and fostering the promotion and preservation of folk culture. However, the marketing plan for the event was in alignment with the organization responsible for producing it. These are as follows:
Be a coordinating body in all folk related activities in Queensland.
Through folk idiom encouraging the participation of artistic expression
Assistance acquisition and passing of the skills that remains loyal to the folk tradition.
Promotion of interest in studies, collection, folk performance, and dissemination with reference to the tradition of Australia and the state of Queensland
Implementation and maintenance of projects like folk centre, folk club and concerts.
Ensure necessary, informative and communication devices used for achieving the objectives
Representation of membership in any forum that is responsible influencing the folk culture of Queensland
However, the implementation of the marketing plan be done in various ways. The Folk Festival conducted at Woodford will not only rely on the help provided by the people through the spread of word of mouth but also focus on promotion through various social media platforms (Dinner 2016). There will also be stresses on the distribution of brochures and posters for the promotion of the event and in a way the promotion of Queensland. The event is however open to new ideas for the promotion of the festival.
The event will have a popularity that will draws tourist to Queensland from all over the world. Moreover, the local people of Australia will also volunteer and help in the promotion of the event worldwide (Piazzi 2013).This will enable in fulfilling the objective of the sponsors in terms of business and profitability. The sponsors will also have a VIP treatment with an invitation for special seats. There will be special hospitality package for sponsors that will include champagne, wines and canapé. The sponsors will also have special car parking and lock up facilities for storing their valuables.
The benefits for customer hospitality will include camping and car parking facilities, availability of childminding service, facilities of internet café, lock-up facilities of storing valuables, better availability of mobile phone networks, availability of regulated bars, availability of laundry services and availability of zones that are smoke free.
How the Event Is Making Money?
Through Engagements
The event is planning to make money through the invitation of various authors and celebrities that will enhance sale of tickets.
Through Craft Shows
The implementation of a craft show in the event in the event can also boost up the profitability.
Including Pet Shows
The event will also have a provision for pet shows that will attract pet lovers and tourist thereby leading to an increment in ticket sale.
On site expenses
The choice of the event venue will lead to the determination of the cost. In this case, since it is a major event so the venue expense is quite a bit. There are some constructions to be made for the event as well so it involves a major amount of cost.
Food and Catering
Arranging for the meals and beverages will incur certain amount of cost. Then there are also the fees that need to be paid to the bartender/server along with the gratuity and tax fees.
Audio Visual
There are also arrangements that need to be made for microphones, screen and projector, access for internet and various special equipments that incur certain amount of cost.
Engaging third party Vendors
There are many third party vendors in the event that gets involved who remain outside the event venue. These also involve certain amount of cost.
Various decorative items will be required to make the event look presentable. These include balloons, flowers, centerpieces and accent lighting.
Entertainment
The event is a folk festival so it will involve musicians, contract riders, speakers who will charge substantial amount of fees.
Marketing and Registration
There will also be expenses involved in marketing and registration that will include creation of brochures, advertisements and pamphlets.
Admistrative Expenses
The event authority will also have some administrative expenses that will include accounting fees, consultant fees and some amount of legal fees.
While doing the work I remain organized and therefore could successfully complete the given task. In order to put a proposal forward it is required to understand the objectives of the event and how these objectives must play a role in choosing the sponsor. The sponsor chosen must have its vision fulfilled through sponsoring the event that I have chosen. Extensive research work done through the consultation of books and internet and they provided quite a valuable insight. My ideas developed through the extensive research work that I did.
Conclusion
The report concludes stating how the benefits of the events will ultimately be a boon for the Sponsors. There is also discussion about the servicing the sponsor. The marketing plan and its implementation mentioned in the report. The report also describes about the various activities of the event and its patron demographics. There also an accurate analysis of the event and the way they attract the sponsor. The report also ensures the accurate determination of the sponsor and their brand needs. The report further discuss on how the proposal meets the objective of the sponsors and thereby puts forward a clear understanding its core brand.
References
Alter, A. and Keogh, B., 2013. Some preliminary thoughts on patterns of programming in Australia’s world music and folk festivals. In Shifting Sounds: Musical Flow: A Collection of Papers from the 2012 IASPM Australia/New Zealand Conference (p. 5). International Association for the Study of Popular Music.
Dinner, G., 2016. Thank you to our Sponsors.
Getz, D. and Page, S.J., 2016. Progress and prospects for event tourism research. Tourism Management, 52, pp.593-631.
Gibson, C., 2013. Music festivals and regional development policy: Towards a festival ecology. Perfect Beat, 14(2), pp.140-157.
Gibson, C., 2013. Music festivals and regional development policy: Towards a festival ecology. Perfect Beat, 14(2), pp.140-157.
Kirá?ová, A. and Pavlí?eka, A., 2015. Development of social media strategies in tourism destination. Procedia-Social and Behavioral Sciences, 175, pp.358-366.
Mahadevan, R., 2017. Going beyond the economic impact of a regional folk festival for tourism: A case study of Australia’s woodford festival. Tourism Economics, 23(4), pp.744-755.
Morrison, A.M., 2013. Marketing and managing tourism destinations. Routledge.
Piazzi, F. and Harris, R., 2016. Community Engagement and Public Events: The Case of Australian Folk Festivals. Event Management, 20(3), pp.395-408.
Piazzi, F., 2013. Building relationships with the local community: approaches to community engagement at Australian folk festivals (Doctoral dissertation).
St John, G., 2014. The logics of sacrifice at visionary arts festivals. The Festivalization of Culture, pp.49-67.
Yolal, M., Woo, E., Cetinel, F. and Uysal, M., 2012. Comparative research of motivations across different festival products. International Journal of Event and Festival Management, 3(1), pp.66-80.
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