Margaret River Wine FestivalThe Margaret River Wine Festival is managed by the Margaret River Wine industry Association (MRWIA) since 1997 and is a non-profit organization. The Margaret River Wine Festival was established in the late 70’s by Margaret River Grape Growers & Winemakers Association. It had handful members then but it has developed with time and has over 300 members including grape growers, wine producers, consultants, individuals, commercial partners and associated industry bodies (Margaret River Wine Industry Association 2011). The region covered by the Margaret River Wine stretches 100km north to south and approximately 27 km wide.
The Margaret River Wine Festival objectives are to enhance interstate and international visitation in order to promote the premium wine and tourism. Maximize their investment through working closely with stakeholders, the government, wine producers’, tourism association and operators and businesses and residents. To improve the festival experience to the attendees and ensure that the festival has a wider range of events that meets the needs of all the demographics. To continuously improve the presentation of Margaret River Wine in the best way possible. Event theoryMargaret River Wine Festival has grown over the past three decades because of the design, programming and experience that the event has utilised in order to sustain its growth.
It is for this reason that the three aspects are closely discussed and applied to the Margaret River Wine Festival in order to determine the success of the festival and if it has achieved its objectives. DesignAccording to Gatz (2007, p. 233) the design of the event is the genesis of the event experience. This is mainly because it closely links with the event theme, setting, service quality and even spatial and temporal perspectives (Berridge 2007).
Event design can be described as the development and creation of an event in order to enhance the positive effects to the participants of the event; this signifies the importance of the event design as an essential contributor to its success and future improvement (Berridge 2007). According to Berridge (2009, p. 208) there are four ‘core values’ of an event design that are foundational. Establishing why the event is being held, who the event targets or meant for; what are the broader perspectives of the events products and the intended achievements lastly, want is the target achievement of the event or measurable outcomes.
These values are essential in the determining the scale, focus, shape building and timing of an event (Carlsen & Charters 2007). The four main categories of event design include; setting, program design, services and consumables. There are several factors that ought to be considered when designing an event. Firstly it is imperative to create an aesthetic design and conducive atmosphere, the scale of the venue should be at par with the needs of the event.
The theme of the event should identify what the event is all about; other themes too should acknowledge the main theme. Entertainment, layout and décor of the event should also match the theme (McDonnell 1999). ProgrammingAccording to McDonnell (1999) programming refers to as the planned schedule of scripted activities or happenings in an event in which the attendees will participate in. The major drivers of a program are; the mission, the theme, the objective and the target audience. The mission defines the purpose of the organization, theme defines the unifying concept, the objective defines the goals that the audience should achieve and the target audiences are the attendees’.