The Adelaide Hill Council is a local administrative body in the Adelaide Hills in South Australia. It is located in the hills on the east side of Adelaide which is the capital of Australia. It extends from South Para Reservoir in the northern region to Mount Bold Reservoir in the Southern region. It was established in 1997.
As per Local Government Association of South Australia (2016), the council shall be organizing a cultural festival ‘Meadows Country Fair ‘ which will assist in attracting the tourists and at the same time help the local community to participate in the festival so that they can help in preserving the cultural heritage of the area. The amount collected will be used for the charitable purpose of enhancing the cultural understanding of the audience. So, in this article, the cultural fest shall be assessed along with the identification of its stakeholders. Its feasibility and SWOT analysis shall also be executed.
The cultural fest’ Meadows Country Fair’ shall be organized at Mawson Road which is located at the Adelaide Hills in South Australia. It would be organized on 5th October 2018 to 11th October 2018. It would be organized for enhancing the tourist’s interests in the local culture so that it can be preserved. It would include the participation of aboriginal people staying in the area along with young and old people and their families (South Australia, n.d.).
The cultural fest would be showcasing local tourism, food and wine products and features related to wildlife education and conservation. It would also be featuring the legendary and original Udder Tug hand –milking competition, market stalls, field day, yard dog trails, regional products, the Daisy Trail, animal expo, events related to children, entertainment and amusement for the entire family. Meadows Country Fair is widely accepted as the best festival of its kind in the Adelaide Hills regions. The amount collected will be used for enhancing the cultural understanding of the people. This festival would be supported by Adelaide Hills Council which is a local administrative body in the Adelaide Hills located in South Australia.
As per Buch, Milne & Dickson (2011) the stakeholders would be the local community, aboriginal people, the local community councils and administrative councils including Adelaide Council, the Steering Committee comprising of South Australian Tourism Commission and Tourism Barossa.
The event organizers, traders, stall holders, the participants, the audience including the tourists also play an important role as stakeholders in this event. The festival would be organized in the Adelaide hills. The target demographics would be local inhabitants comprising of both young and old people, the aboriginal people and the families and the tourists .
The number of Aboriginal people residing in the area is just 0.5% of the entire population. Most of them have a strong connection to the land which is outside the area. With regards to the old people, the Adelaide hills have a lower ratio of people aged over 70 years (Adelaide Hills Council, 2016).
The target demographic can be reached through artistic and creative direction comprising of symbols, logos and signs which can be projected through posters and banners. The local cultural groups can help in publicizing the event to the community.
The target group shall enjoy the event if it is being published in a proper way. In order to attract their attention, the events of their interest are to be shown in the advertisement. It would be a fun for them if they are encouraged to participate in the events representing their own culture and artistic skills. In this way, they would gain public appreciation. It would also give them an opportunity to increase the exposure of their culture amongst the tourists ( Lyck, Long & Grige, 2012).
For the execution of the event, the Adelaide Oval and South Australian Aquatic and Leisure Centre would be an appropriate setting. They are the appropriate areas which can accommodate fans but remain compact to be swept up in the excitement which the big events bring.
The facilities which are already available are the land upon which the event shall be organized, public utility services, the water and electricity supply, the fencing installed for security. Those which are to be provided are the audio video equipment which would assist the artists to perform, the security arrangements, the creation of a temporary stage, banners and hoardings, rerouting of the traffic, transportation facilities and backend monitoring and evaluation of the event.
A brief overview of the planning timeline could be:
|
Particulars |
Time duration |
Responsible person |
|
The arrangement of finance and sponsors |
15 days |
Members of the local council |
|
Setting up of basic infrastructure |
7 days |
Event organizers and local administration |
|
The arrangement of supporting infrastructure such as rerouting the traffic to facilitate the participants. |
7 days |
The local traffic police department |
|
Advertising the event |
7 days |
Event managers and representatives of local community |
|
Arrangements of meetings to consider security and emergency procedures |
7 days |
Local Council and security force |
|
Monitoring and evaluating the entire event |
15 days |
Local council and representatives of local community |
The event shall be communicated at least one month before the event. The names of the hosts and agenda of the event shall be clearly communicated to the audience. Proper communication channels which suit the publishing methods to the local community shall be decided by the members of the local council. Proper arrangements regarding food, drinks and music shall be done in advance (Erasmus, 2016).
The event would be funded with the help of sale of entry tickets from the general public, sponsors form the corporates like Woolworths, Wesfarmers and Bunnings and grants received from South Australian Tourism Commission and the Adelaide Local council. The price for each ticket would be AUD 20 for general public, AUD 30 for promoters and AUD 40 for the chief guests. The estimated footfall would be 1000 people.
The SWOT analysis of the event would be:
|
Strengths |
Weaknesses |
|
Support from the local administrative bodies (Duran, 2013). |
Insufficient effective sponsorship. |
|
Cultural Attractions |
Ineffective publicity. |
|
Tourist infrastructure |
Inefficient stakeholder participation. |
|
Opportunities |
Threats |
|
Employment opportunities for local people. |
Unique cultural values are being lost. |
|
The increase of cultural conscience. |
Inappropriate governance facilities. |
|
Integration of various cultural attractions with tourism. |
Effects of political changes on the organization of events. |
The weakness and threats can be mitigated by an effective collaboration of the stakeholders for the development of the tourism. The publicity should be increased by attracting the attention of the artists of the local community which can enhance the intensive interests of the visitors.
As per ICCROM (2016)the governance facilities can be made effective by applying the avoid, block, detect, respond and recover. Avoidance pertains to forbidding the visitors carrying bags whereas blocking pertains to obstructing the occurrence of hazards.Detecting means installing cameras in the area and recovering means working with security forces to recover the stolen items and ensuring that effective steps are taken so that the security of the stakeholders is ensured.
Conclusion
Hence to conclude, it can be said that cultural fair helps in engaging the artists and the visitors to share the specified cultural perceptions arising from history, cuisines, beverages, music and dancing and traditions. Thus the festivals can be used as key elements within the regional developmental strategies.
References
Adelaide Hills Council (2016) . Your Adelaide Hills. Retrieved August 3rd , 2018 from https://www.ahc.sa.gov.au/ahc-council/Documents/AHC-strategic-plan-2016-FINAL-7b-web.pdf
Buch , T., Milne, S. & Dickson, G. (2011) Multiple Stakeholder Perspectives on Cultural Events: Auckland’s Pasifika Festival. Journal of Hospitality Marketing & Management, 20,311-328.
Duran , E.(2013). A SWOT Analysis on Sustainability of Festivals: The Case of International Troia Festival. The Journal of International Social Research ,6(28),72-83.
Erasmus (2016). C u l t u r a l E v e n t A c t i v a t o r Analysis and strategies for cultural managers. Retrieved August 3rd , 2018 from https://ec.europa.eu/epale/sites/epale/files/entract_o2_cea_0.pdf
ICCROM(2016). A Guide to Risk Management of Cultural Heritage. Retrieved August 3rd , 2018 from https://www.iccrom.org/wp-content/uploads/Guide-to-Risk-Managment_English.pdf
Local Government Association of South Australia (2016). Festivals and Events Guide for Local Government. Retrieved August 3rd , 2018 from https://www.lga.sa.gov.au/contentFile.aspx?filename=LGA%20Festival%20and%20Events%20eGuide_Final.pdf
Lyck, L., Long, P. & Grige , A.X.(2012). Tourism, Festivals and Cultural Events in Times of Crisis. Retrieved August 3rd , 2018 from https://www.encatc.org/media/287-tourism_festivals_and_cultural_events_in_times_of_crisis.pdf
South Australia (n.d.). Meadows Country Fair. Retrieved August 3rd , 2018 from https://southaustralia.com/products/adelaide-hills/event/meadows-country-fair
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