TOUR2009 Foundations of Event Management

Introduction

Background

Event management can be described as the application of project management that can be important for the creation and development of small or large scale corporate or personal events like festivals, parties, launch events, concerts, sports events and many more as such. An event management generally requires a professional planning that can help to make the plan an effective and efficient one and can help to ensure its success. The management of events have gained pace in the last decade and has created a new scope for the development of a new industry that can be beneficial for success.

The report here presents an event management consultancy example where the event management company has hired a consultant to keep a watch on the proceedings of the event and provide the necessary recommendations that can help to make the event more professional and more meaningful. “Tasting Australia” has been selected as the event in this particular report. “Tasting Australia” is a South Australian food and wine festival that is held in the capital city of Adelaide and has been there since the year 1997.

Aim and Structure of the report

The aim of the report is to provide a detailed documentation of the management of the event “Tasting Australia”. The documentation has included a marketing analysis of the event and the god practices as well as the bad practices that are being carried out by the management of the event. The report has also presented the recommendations related to the changes that needs to be taken care of by the management of Tasting Australia to make the event more professional and more successful.

Event Description

Type of Event

“Tasting Australia” is a South Australian wine and food festival that is held in the capital city of Adelaide. The event is being held from the year 1997. The event is not only one of the best food festivals of Australia but is a globally recognized food festival. The festival is attended by more than 200 national and international journalists who covers the event. The event has the reputation of attracting a large number of visitors that stands out at more than 50,000. The annual food event also acts as a strong scope for the development of tourism in Australia and thus it helps in the overall development of the tourism economy of the country.

Vision, Mission and goals

Tasting Australia is a show class event that showcases the culture and social life of Australia in a varied manner. The food festival is often referred to as an eating and drinking festival that is true to the culture, producers and regions of Australia. The showcase event is always held in South Australia and therefore the management of the event gives special attention to the development of the region and highlights the culture and diversity present in Southern Australia. Thus the mission of the particular event is to develop a strong idea about the culture, taste and social life of Australia that can help the event to ensure success in the most efficient and effective manner. The event has been developed in line with the vision to go beyond the consumption and uncover the South Australian food scene. It can also help to crusade the local and seasonal produce and indulge in a variety of tastes that presents a strong and unforgettable experience. Some of the major features of the program are as follows;

1. Place-Adelaide
2. Timing- Yearly in between April and May
3. Price-Different events differ from each other in terms of price

Thus the goals of the event is to attract a large number of foodies and help them develop a strong idea and taste about the food of Southern Australia as well as the food and tastes of Australia. Apart from the development of the idea on food and taste, the event also serves as a strong platform that can help the management to provide the necessary input to the international visitors on the culture and social life of Australia. The event also acts as a major reason for international visitors to visit the country.

Key target markets

The selection of the target markets and the development of the target markets is one of the basic and important considerations for the management of Tasting Australia. Such a process can ensure success in the most efficient and effective manner. The success of the event is thus based on the development of a market segmentation that includes selection of the target market of the event. The target market of the event will be based on segmenting the business according to the programs and foods that are generally offered in the festival. Thus it can be said that the taste of the persons is one of the major criteria for the development of the business in an effective and efficient manner.

Motivations of the key target markets

The development of a strong motivation is important for the growth and organization of any kind of festival and event. Similar to the motivation of the organizers, a strong motivation from the likes of the participants is also necessary in order to develop the success of the event. One of the main motivations for the visiting customers is the presence of the personal liking of the visitors visiting the vent. Apart from this, there are visitors who wants to experience the rich culture and traditions of Australia through this particular event. Such a process is also important for the development of motivation.

SWOT Analysis

Strengths

The presence of a number of varied events and a large number of sponsors makes the particular event totally invincible and effective. Such a process helps the management to ensure success in the most effective and organized manner. The strength of the event also depends on the de-centralised venues of the event and the presence of a huge fan following that is important for the success of the management in an effective and efficient manner possible.

Weaknesses

The limited time of the event is one of the major setback for the event and it denies the vent to cover all major marketing aspects. Apart from this, the absence of a through checking in the presence of a limited manpower is a major weakness while the failure to control the large number of crowd in the stalls can also be a serious issue for the event.

Opportunities

A sustainable festival and the development of a modern technique can help in the development of the festival as well as enhance the growth and organization of the different kinds of organized elements that can be important for success. On the other hand, the presence of the experience in arranging the event makes the event more powerful and effective in comparison to other events. It also presents the scope for the future growth and expansion of the food festival in a much broader manner.

Threats

The presence of real-time threats can be considered to be major issues in the growth of the event. For example absence of proper volunteers and lack of experience in some special areas can be harmful for the expansion and growth of the event. Apart from this, the failure to adhere to environmental rules and safety can also be problematic for the event. Lastly, the other food festivals in Australia provides much bigger benefits like discounts, cards, free dinners or lunch for the visitors. Such a process has become a threat for the event as people have been favouring the other events that provides benefits suited for the visitors.

Best thing

The best thing of the total event management is the management and organization of the different procedures that helps to operate the event. The event is managed by a centralised task force that has segmented the roles and responsibilities of the different departments which are in charge of the total process. The management is of a professional standard that records all the different things associated with the process and ensures success accordingly.  

Reason for being best

As said earlier, the presence of modern day business expertise along with a strong and efficient team has all the ability and the capability needed to ensure success in the most organized process. The presence of the centralised task force along with the large and de-centralised venues makes the vent more successful and more varied.

Working well for the event

The presence of a dedicated and centralised task force that controls the event is one of the greatest advantages of tasting Australia. The presence of a large number of venues and the delivery of a variety of South Australian drinks and foods makes the festival one of the best in Australia and also globally. Such a process helps the management of the event organizer to attract more and more people and achieve the goals of the organization in an efficient and effective manner.

Importance of management to the event

The advantage that the event process brings in with it helps the event to plan a sustainable and organized development plan which can be successful for the organization in an efficient and organized manner. The management of the event can thus be one of the most important and effective elements of the business process in an organized and effective way. The management of the event with the help of the expertise group of individuals can also be important for success as such a process can ensure development in the most organized form.

Aspect that did not work and was managed poorly

Though there has been a number of major issues in the development of the business processes due to the management of the organization, there are significant issues that have been observed by the consultancy firm after giving a thorough inspection on the management and the operations of the event. The major issue has been with the development of an effective HR management. The absence of proper manpower leads to a large number of problems like failure to control crowds, excessive pressure in stalls as well as safety and security issues. Such kind of processes can lead to the failure of the event process.

Reason for poor management

As said earlier, the absence of a proper and developed HR management has been the major reason for the development of issues that has led to the absence of the proper event management. The development of the event management can be important for the business as such a process can help the organization to develop the management in an efficient and effective process.

Importance of this management to the event

The absence of a proper HR management in the event can lead to issues like failure to control crowds, excessive pressure in stalls as well as safety and security issues.

Recommendations

Some of the major recommendations for the management of the vent of Tasting Australia are as follows;

1. Development of  a strong HR management
2. Development of a strong strategic planning system
3. Development of strategy based goals considering the need of the visitors

Conclusion

The report presents a great idea on the development of event management and shows the importance of a sound and efficient event management process that can be successful for the development of the event and its expansion. It can be concluded that the presence of an efficient event management process is key to the development of the cultural and social development of the particular subject that is being referred here.

Bibliography

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Cain, L., Orlowski, M. and Kitterlin-Lynch, M., 2021. A holistic investigation of special event volunteer motivation. Event Management.

Huang, Y.F., Zhang, Y. and Quan, H., 2019. The relationship among food perceived value, memorable tourism experiences and behaviour intention: the case of the Macao food festival. International Journal of Tourism Sciences, 19(4), pp.258-268.

Kang, H.S., Park, J.M. and Lee, S.M., 2017. The Influence of Event Quality on Brand Value, Satisfaction and Recommend Intention as perceived by Local Food Event Participants: Case of Miderdok Festival in Changwon Province. Culinary science and hospitality research, 23(6), pp.135-142.

Kim, Y.H. and Kaewnuch, K., 2018. Finding the gaps in event management research: A descriptive meta-analysis. Event Management, 22(3), pp.453-467.

Payini, V., Ramaprasad, B.S., Mallya, J., Sanil, M. and Patwardhan, V., 2019. The relationship between food neophobia, domain-specific innovativeness, and food festival revisit intentions. British Food Journal.

Tastingaustralia.com.au. 2021. Partners | Tasting Australia presented by RAA Travel. [online] Available at: <https://tastingaustralia.com.au/about/partners> [Accessed 21 May 2021].

Vajirakachorn, T. and Chongwatpol, J., 2017. Application of business intelligence in the tourism industry: A case study of a local food festival in Thailand. Tourism Management Perspectives, 23, pp.75-86.

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