June 6, 2009Australians are wine-loving people and their love for wine does not only constitute a big part of its culture but has become a major source of its economic activity as well in the recent years. This can be easily noticed on the effort Australia has made to draw people from within Australia and from various parts of the world to take part in its numerous festivities that features Australian wine and dining. The primary goal of festivities, which was once largely cultural, has shifted into more economic form as it aid in stimulating local tourism during the off-seasons of the year (Lee & Crompton 2003; Macionis 2007).
By creating festivals during off-season, local and national governments can draw people to spend their money, especially those who would not have want to spend their money under normal circumstances (Hoffman, Beverland & Rasmussen, 2007; Hall et al 2000). Because festivities go beyond the usual promotion of culture, tradition, and the local attractions as it evolves to affairs that have economic focus behind them, the need to analyze strategic management processes involved in the festivities becomes necessary (Taylor & Shanka 2002).
Like businesses, sometimes the results of the extensive planning could be off-tangent to what the organizers initially desired (Lade & Jackson 2004). Thus, it is necessary to subject festivities and other cultural celebrations on an evaluation typically done on for-profit businesses in order to come up with the best future strategic steps. One of its most anticipated and widely acclaimed festivals is the Winter Wine Weekend, a three day regional event that occur annually featuring Australia’s unique selection of food, wine, and songs as a welcome to the Queen’s Birthday weekend in June and as a celebration for the sign that a new season for wines has come.
This paper will evaluate the capability of the management behind Winter Wine Weekend to meet its goals and objectives by evaluating the internal and external factors that play integral roles to the organization’s strategic processes. Origins and Importance of Winter Wine WeekendWinter Wine Weekend is celebrated in Mornington Peninsula Wine Region every weekend of the Queen’s Birthday. The festivity starts with a wine-tasting exhibition called the Winter Wine Fest, which is typically done on a Saturday featuring more than 200 of the region’s best wines from more than 50 of its most popular wineries.
The festival is celebrated for the rest of the weekend with activities that include visiting the vineyards and tasting the vintages, tasting original Australian food and cuisine prepared by the locals, enjoying good brands over friendly conversations, and weeknights of partying. The very first Winter Wine Festival was held in Arthur’s Restaurant in 1987 and was held in various other locations since then (Weiler, Troung & Griffiths 2004).
The importance of this festival, like any other wine festival, is not only about the event’s ability to draw crowd and make people happy and feel festive but also in the ability of the event to make people aware of good wine brands in the region which eventually help the wine region establish a good name in the industry (Hoffman, Beverland & Rasmussen 2007). Similar goals are increasingly pursued by various wine regions in Australia in the recent years as the importance of wine tourism in the country becomes more apparent (Macionis 2007; Yuan et al 2005).