The Great Ocean Road International Marathon - Case Study Example

Contents Contents 1 1.0 Introduction 3 2.0 Event conceptualization 4 2.1 Mission 4 2.2 Vision 4 2.3 Objectives 4 2.4 Strategic management 5 2.5 Creation of event 5 3.0 Event planning 6 3.1 Site and venue selection 6 3.2 Target market/audiences 6 3.3 Timing of the event 7 4.0 Human resource management 7 4.1 Event manager 8 4.2 Run director 8 4.3 Traffic manager 8 4.4 Traffic controllers 8 4.5 Marketing coordinator 9 4.6 Media manager 9 4.7 Sponsor coordinator 9 4.8 Information coordinator 9 5.0 The event course 10 6.0 Accommodation 10 7.0 Sponsorship 11 8.0 Sports merchandise 11 9.0 Timing 12 10.0 Security 12 11.0 Communication 13 12.0 Catering 14 13.0 Marketing and publicity 14 14.0 Advertising materials 15 15.0 Camera and photographer 15 16.0 Budget 16 17.0 Insurance 16 18.0 Legal and risk management 16 18.1 Risk management 16 18.2 Legal and other provision 17 19.0 Evaluation 17 20.0 Recommendations 17 21.0 Appendices 18 22.0 References 20 1.0 Introduction The great ocean road is a two hundred and forty three kilometer stretch which is between two Victorian cities of Torquay and Warrnambool. The Great Ocean Road International Marathon (GOR) is an annual event which creates a new adventurous concept in long distance running across Australia. The event normally takes place at the month of May and in this year (2011); the GOR Marathon will be held for the seventh time since it was began. The event is well known across the globe due to its challenging course of marathon offered. As a way of attracting more participants every year, the event appeal to walkers and runners from all walks of life across the globe. The management team has ensured that the whole event is known to the world by way of publicizing and promoting the event in several countries. GOR is designed to attract tourism in the Apollo bay-Colac-Lorne region. Each may, GOR have ensured that renowned runners across the world tests their fortitude on the iconic stretch of the Australian coast line. The races are expected to be held over the weekend .There are several number of races which includes; thirteen kilometers, six kilometers, wheelchair race and fun run for small runs which will be held on Saturday. The Saturday races will be a warm up to participants as they prepare for both the half and full marathons on Sunday. Participants will be competing for random awards, trophies and more to that a prize cash of AUD40, 000 (which is the grand price). GOR marathon is open to everyone. However, individuals under the age of sixteen require consent from parents and guardians. 2.0 Event conceptualization 2.1 Mission “The Great Ocean Road International Marathon” mission is to encourage, secure, generate, accomplish and host quality family oriented outdoors activities in support to various sporting events across Australia. 2.2 Vision To be the most amazing, adventurous and challenging course marathon to have been held across the globe. 2.3 Objectives The creation of the Great Ocean Road International Marathon was in order to attain the following objectives; Boosting of tourism and economies activities especially after the area was hit by the so called Victorian floods Improving Australian economy especially after the floods that hit Victoria To encourage Australian citizens to participate in the event as away of keeping fit To improve the profile of the great ocean road both locally and internationally as an iconic tourist attraction since the road is considered to be the most stunning stretches in Australia To add up to the impressive calendar of events in the Victoria region Fostering interaction of all members from all walks of life through recreational, cultural and physical activities to narrow down differences among them 2.4 Strategic management In order to support her vision and mission, “The Great Ocean Road International Marathon” has employed several strategies namely; Promotion of athletic as an entry to bringing up communities leaving along the great ocean road and the whole world in general. Promotion of strong relationship by engaging participants from all age groups to various communities within Australia through cultural idea exchange. Promotion of environmentally friendly cultural and social practices. Engaging local communities, using sporting events and organized groups in cultural affairs. Increasing awareness to policy challenges and increased policy debate in support of athletics and other sports globally. Putting up of billboards and banners that will enlighten citizen on importance of engaging in sport as a way of keeping fit. 2.5 Creation of event The creation of the Great Ocean Road International Marathon was through the efforts from the coalition government under The Tourism Victoria Event Program as a way of promoting tourism. Most events that are common in include Great Ocean and Otway classic ride, koroit Irish festival, fun4kids festival and Easter egg hunt. The introduction of the great ocean road international marathon was a great deal in trying to promote athletics. Creation of this event ensured that both local and international community embrace athletics as a family outdoor activity. Today, tourism does not entail walking in national parks, visiting museums and monuments but it involved in engaging in numerous events being undertaken by various communities. 3.0 Event planning 3.1 Site and venue selection The great ocean road is a very essential as it marks a tourist attraction site as it is the world renowned war memorial. It consists of several varying terrains which are perceived to provide ease movements and landmarks such as the twelve apostles’ limestone stack arrangement. While coming up with venue selection for this event it was important to promote local tourism within Victoria. It was very essential to have considered a site that will be able to hold all designed races without any kind of interruption. The starting point was Lorne hotel for the full marathon. The finishing location (which is the Apollo bay hotel) was very critical since it is supposed to hold several events such as first aid, issuing of refreshment and gifts, accommodation and catering services and great entertainment from several renowned musicians across Australia. The appendices map A indicates the location where the event will be held. 3.2 Target market/audiences The great ocean road international marathon is targeting both renowned marathon runners and upcoming athletes. Most of events carried out in Victoria are those in relation to cycling, surfing, musical festivals and car ride. It is therefore very essential to introduce various fun activities such as entertainments and refreshments as add ups to normal events so as to attract a great number of participants. The grand price of AUD40, 000 have attracted renowned runners such as Samuel Wanjiru from Kenya in the men full marathon and Radcliffe from Australia in the female full marathon. Most people enjoy working as a team, GOR event organizers have given discount for those who want to participant as groups. The discount is of AUD 10 for every team member which should consist of a maximum of four individuals. Apart from the wheel chair run race which is for the disabled, participant have a choice of choosing which kind of race he/she want to engage in. Although to reach large numbers was difficult, it is evident that the set targeted audience was reached. 3.3 Timing of the event For the event to be successful there was need to ensure that a perfect time was chosen. In Australia, May signify the start of winter period. This is a favorable time to hold in such an event as a way of warming up people to embrace the harsh weather brought about by winter. Being a weekend, the event will not interfere with normal operations of Victoria City. Apollo bay market is usually open on Saturdays; by holding this international marathon the locals will be able to market their commodities hence improved their living standards and economy in Victoria. Foreigners will be able to sample various cultural practices hence positive interactions. Visitors will have ample time to view the unique, high and integrated market. The main of this timing was to ensure new business was created and to couple the events with other athletic activities for the coming year. 4.0 Human resource management For the whole event to be termed as a success there was great need to incorporate several individuals. These individuals were issued out with different duties to facilitate various activities indicated in the events. The individuals incorporated included: 4.1 Event manager The named event managers will supervise all event activities ensuring there is proper coordination between team members. They are expected to make various trips to the event location and meet up with respective authorities for clarifications. All decisions to be undertaken based on the events will highly depend on the event managers. 4.2 Run director The main responsibility of the run director is event/course development. This involves meeting up with Australian Event Coordinators (AEC) and Australia Traffic Department (ATD) to ensure that the event is sustainable and the location is appropriate for such an event. He/she is mandated to keep direct contact with participant through answering any question arising from them. In addition, he is responsible for marking and signing the area of participation and also setting up the starting and finishing points. 4.3 Traffic manager Traffic manager will be responsible in ensuring that all roads to be used for this particular event are in control. He will be responsible for administering all apparatus to be used is set in accordance to ensure ease in transport. 4.4 Traffic controllers Traffic controllers have the mandate of ensuring that those participating in the fun run event do not collide with other road users and pedestrians. There are expected to report any form of accidents and incidences to the transport manager with immediate effect. They will be issued with protective equipment and high visibility vest to distinguish them from other individuals. They are the only people who are allowed to enter and leave the marked roads from any route. 4.5 Marketing coordinator The main responsibility of the marketing coordinator is to sell out the event ensuring that a lot of awareness is made. This will entail designing and handing out posters and brochures as well as promoting the event as a way of obtaining sponsorship from organizations. Due to improved technology and increased use of internet by many individuals, it is very important that he creates an event website where he will be sending E-messages. 4.6 Media manager Since this event does not only cover Australia but across the globe, there is great need to have a media manager. He is responsible in ensuring media release to newspaper, radio and television newsroom comprises of correct information. It is within his mandate to ensure that the whole event has received appropriate media coverage. Other than the traffic controllers, identified media is allowed to use a route inside the events for a perfect coverage. 4.7 Sponsor coordinator It is the duty of the sponsorship coordinator to source and maintain sponsorship throughout the event. On sourcing he is responsible to present proposals for sponsorship purposes whereas on maintaining he is required to respond to all sponsorship enquires. As a way to show gratitude he is supposed to ensure that sponsors are comfortable throughout the event. 4.8 Information coordinator The main duty of information coordinator is to register all the events participants. He acts like a check in point for all participants before commencing on any kind of designed race. Other than being the check point, information coordinator distributes events result so as to keep the audience up to date about all activities. 5.0 The event course Being an international event the Great ocean international race course is divided into five categories. The Mizuno Apollo Bay-Mariners lookout return had the runners cover a distance of 6.5 kilometers which began from Apollo bay hotel and later finish at the same venue. The Geelong Advertiser-Paradise return progressed from the Apollo Bay Hotel and ended at the same venue after covering a total of 14 kilometers. The Fagg’s Mitre 10 Ocean Road Half Marathon started from the Great Ocean Road, at the Kennett River point and run all the way for a total of 23 kilometers to the finishing point at the Apollo Beach Hotel. The Marathon race dubbed the Great Ocean Road Eastate Marathon started at the Lorne Hotel, Mountjoy Pde point to the 45 kilometer point at the Apollo Beach Great Ocean Road. Lastly the special TAC Wheelchair Apollo Bay- Paradise race covered a total distance of 14 kilometers of the Great Ocean Road with the racers starting and finishing at the Apollo Beach Bay Hotel. Transportation to the starting points at the Lorne was provided to the competitors by the organizers. The competitors were required to identify themselves using the marathon identification cards that were provided by the management. A profile and part of the race course appears on appendix……and … respectively. 6.0 Accommodation The race was designed to end at the Apollo Bay Beach Hotel with a total of 30 venues with affordable rates available. The accommodation venues were appropriate as they were placed along the Great Oceans highway. This made it possible for the organizers to adequately and efficiently transport the competitors to the various starting points. The competitors on the other hand had an ample time to practice and familiarize themselves with the course route prior to the race as the hotels were placed adjacent to the race course. The accommodation venues included the Lorne Hotel, Mantra Erkine Beach Resort, Wye River Tourist Park, Sandpiper Motel Apollo Bay, Motel Marengo and Picnic Band B among others. In addition, the venues offered affordable and high class meals with the required diet and in right proportions as a requirement for the competitors. The venue also enabled the athletes to interact with each other ahead of the race. A view of the Apollo Bay Beach Hotel where the climax of the event will be is on appendix……….. 7.0 Sponsorship A number of cooperate companies came in to sponsor the event. The main event sponsor was the Great Ocean Road Real Estate which alongside the event has been a major sponsor af community events along the coastline area. Other sponsors included; Fagg’s Mitre 10, Geelong Advertiser, Transport Accident Commission, MIZUNO and Tourism Victoria among others. Much of the sportswear equipment was provided by MIZUNO who are a renowned company in the production of sportswear materials. 8.0 Sports merchandise The participants merchandise was provided by Mizuno. Participants were to purchase attractive T-shirts at a cost of $30. However, this was not compulsory as they were to receive a race number and a T-shirt mailed to them in an appropriate time. They were expected to give details of their sizes for them to be given fitting attire that would not inconvenience their running. This was beneficial to the sponsoring company as they sold a lot of merchandises to spectators and interested parties. This was able to advertise them as many people were able to wear it and since it was televised live it gave them an upper hand. The merchandise for sale was advertised both in the booths at the starting and ending points of the race. The merchandise was made from durable material and possibly they will be worn in other organized events. It was a prerequisite for all the competitors to wear their official competitor’s race number. The merchandise used is given on appendix ………. 9.0 Timing The competitors who effectively completed the half marathon as well as the full marathon races received two time sets in the end results. The full marathon runners received the first time results at the 42.195 kilometer point and the 45 kilometer point marks. The half marathon entrants received the time results at the 21.0975 kilometer point and the 23 kilometer point sections. The persons who were not able to complete the races were recorded in the “Did not finish” category and were not awarded any time. 10.0 Security Safety for both the participants and the spectators was the highest requirement that had to be met for the event to attain an international status. The affected routes and areas were put on a web notice and the same were run as notices on the local television sets, radio and sports channels. The notice on the website informed persons on the high number of expected spectators and runners. For the first event, the traffic from Moore Street to Marriners Lookout Road was closed from 9.45am to 11.45am. There was an exception of the interruption of the flow of traffic on these areas in case of an emergency with close supervision by the police on the areas adjacent and between the Joyce Street and Marriners Lookout Road. The road users were warned of impeded delays on the traffic bound for the east and west but under close supervision from the traffic police. First aiders were also placed at strategic points to act on any emergency. Ambulances were on site to drive beside the athletes to offer first aid and paramedic assistance. Extra ambulances were also on site for backup services in case the other assigned were overwhelmed. To minimize collision, static traffic control devices were erected in the middle of the lanes before the race began to be able to act as a guide for the motorists. A shadow vehicle advanced the road management team who placed the traffic control devices to prevent them from being hit by oncoming traffic. They were later removed in the reverse order of installation with a shadow vehicle in advance. Before the race began, all the barricades and the traffic control signs had to be assessed and be in place and in accordance to the traffic maintenance plan. A speed limit of 40 km/h was set for traffic users between the highway points to avoid any car accident to pedestrians or runners. In addition, the department assigned three motor cycle police officers to escort the athletes all through the race course and three traffic police cars to offer security for the event. Fifty security officers were also strategically placed along the race course to provide additional security and keep spectators at bay and providing sufficient room for the athletes to run. 11.0 Communication Clear instructions were provided by signs placed on the roads that were clearly visible. The distance markers were erected at an interval of 5 km all through the event for marathon runners as well as the half marathon races that were in size B and retro-reflective thus matching the international required standards. They were mounted on the barrier poles to ensure that they were not obscured from view. The management made sure that the other road signs were not obscured and endanger other road users. The athletes were also preceded by a police escort motorcycle which ensured they do not lose track. The markings were put at a two meter distance to prevent it from causing interferences to the runners. The signs used by the racers were not permanent thus they had no negative impact on the permanent signs that are used on daily basis. Track marshals were also strategically placed and acted as guides to the race course. The security personnel and ambulances communicated through the radio calls. The escort cars and motor cycles had red and blue lighting atop them to create awareness of the oncoming racers to spectators and other road users. Track marshals placed at strategic points kept vigil of every process that proceeded as they kept data of every participant that passed at their check points. 12.0 Catering The event saw a turn up of……….. participants which was a large number. A total of 19 Drinking stations were placed along the way at the 5 selected stations on the Great Oceans highway. The Marathon race had the highest number of 8 drinking points as the runners had to cover long distances and needed large quantities of water to cool their bodies. However, athletes were advised not to consume too much of the water as this would have over diluted their blood and result in vomiting, nausea and even death. This was a boost to the local hotels that enjoyed a boost to their sales. Many spectators who also participated in the event had also to be served with meals. The VIPs were served with five course meals at the same venues. 13.0 Marketing and publicity Advertisements for the event were televised through the Digital Satellite Television (DSTV) sports Channel and the ABC channel. DSTV dedicated super sport channel for a live coverage of the event. Brief news for the event was done through local radio stations and the ABC channel as this was a family event. A website for the event was created and up to date information on the event was given and people would also log onto the site to view a live coverage of the event. The event adverts and updates were also accessible through Facebook and Twitter social networks. Other information that was availed to the participants and spectators included; nutrition programs, route course change and terrain, weather patterns and the venue updates. This was vital as up to date information was speedily conveyed to many persons. Prior to the event, the event news was updated on a daily basis. 14.0 Advertising materials For the event to be a success there had to be immense advertisements on it. The website ran full advertisements on the event and the location. The DSTV sports channel run adverts of the event on a two hour sequence. The local broadcast stations had documentaries and adverts on the same. A satellite map on the course was available on the website and the twitter and Facebook social networks. This began six months prior to the event. Brochures on the event were printed and distributed to the local community and some were sent to various countries for distribution. Printed colorful banners were mounted in various designated places. Moreover, a number of T-shirts were printed and distributed for people to wear and publicize the event. 15.0 Camera and photographer The Sydney event photography company was chosen to cover the event as they had a wide experience in film and still picture. The group has also worked as a video production company for various broadcast firms in the region. Free lance photo journalists were also in site to offer still photography services at various strategic points of the course way. 16.0 Budget A number of cooperate firms were able sponsor the event to a world class level with surplus capital. Contributions from the Great Oceans Road Real Estate, Mizuno, Apollo Bay Beach Hotel, Fagg’s Mitre 10, Geelong Advertiser, Transport Accident Commission and Tourism Victoria among others. A lot of revenue was collected through eligibility fees and merchandise sales. However, it was not possible to collect a full detailed budget for the event as the company law strictly prohibits any outsider from getting such information unless by court order. 17.0 Insurance The Allianz Insurance Company provided public liability, voluntary and professional liability insurance cover for the event. Each athlete was to be registered with the insurance firm for personal accident and liability cover. 18.0 Legal and risk management 18.1 Risk management Effective risk management is essential in all sporting events due to the high number of increased casualties. The management of “The Great Road Ocean International Marathon” has incorporated a risk management team that will ensure that risks that may arise during the event. Proper evacuation, emergency preparedness and efficient incident control have been incorporated to facilitate risk management. Our team has an established a risk management curriculum that will assist in the standardization of various steps toward building of a safer and secure sport venue. Appendices marked B is “The Great Road Ocean International Marathon” risk analysis table. 18.2 Legal and other provision “The Great Road Ocean International Marathon” has recognized the need to work in accordance with the listed legislative standards. Regulation 1996 and Occupational Safety and Health Act 1984 Local Government Act Australian Traffic Management for Work Code of Practice Australian Traffic Act 2004: Risk Management Standard by Australian Government 19.0 Evaluation Review meetings were held two after the event where the management reviewed all aspects of the event. In the review meeting it was realized that the registration fee was too high. It was also realized that the course description given on the map was sketchy and did not give more relevant information on the terrain. The information was changed so frequently leaving the participants anxious of other developments that may have occurred along the way. Moreover, most television broadcasts were on digital television thus the countries and regions without this technology missed out on a lot of information as they had to rely on the website and other social network sites. The accommodation preparations were hectic for the athletes who came from other countries. However, the meals were of high quality and the hotel services were remarkable. 20.0 Recommendations It was apparent that the accommodation and registration fee not affordable to many athletes and necessary place to have the accommodation fee subsidized through mobilizing for sponsorship. The race venue was adequate but the timing for the event was not right. The event organizers should liaise with the meteorological department to assess weather patterns. The event organizers should ensure they broadcast the events and advertisements through satellite and digital media. 21.0 Appendices where appropriate. RISK Pre-Treatment Risk Rating RISK RESPONSE Residual Risk Rating L C RATING L C RATING Event staff being hit by follow up vehicles being hit during setting up and dismantling of traffic signs C 3-4 H-E There is a design vehicle that offer protection to event staffs. C 3 M Road users and vehicles getting too close to the start/finish points and injuring event audiences. C 2 M Provide trafic cordinators and marshals in start/finish area to warn road users and drivers about the potential hazards. D 2 L Event audiences making unnessesary moves thus conflicting with predesigned traffic. C 4 E Provision of information to participants regarding hazards likely to occur. D 2 L References 22.0 References The Great Road International Marathon. Retrieved on the 18th of March 2011: http://www.greatoceanroadmarathon.com.au/ Read More