Hallmark Events - Assignment Example

HALMARK EVENTS Student’s Name: Course Code: Instructors Name: Date of Submission: Outline the Events Portfolio approach to developing an events strategy. Why would a destination adopt this strategy? Event portfolios can be defined as a strategic tool that defines the grouping of a conglomerate of interrelated events with emphasis on the resources, themes, and markets available. This strategy just outlines the series of events to be engaged in the hallmark event, their interrelatedness and the scope. The first step is the events research. Here the management team conducts a need assessment as well as feasibility studies so as to identify and prioritize goals. Additionally, it is in this step that the management is able to identify and resolve the looming problems for a successful event. Strength, Weakness, opportunity and threats of the events are also analyzed at this stage. The basis of feasibility study is then outlined and itself presented in writing. The next step is the event design phase where the planning committee has the mandate to come up with ideas on how to develop the event it is based on the results of the first phase earlier discussed. The next phase is the event planning where the committee generally leverages on the outcomes of the two phases to come up with a working idea that will roll out the event to success. The available resources are assigned to various staff and volunteers and their duties outlined. The timeline of the event and the sub-events is outlined therein. The planning committee also reviews and updates the budget as well as identify the various stakeholders required and define their roles. This is the most critical stage in the events portfolio and needs a lot of consultations for the sustainability and success of a hallmark event. The coordination of the event is then outlined. The planners outline where and when the receipts will be available and at what cost and every other coordination activities. The next phase is post evaluation of the event that takes place after the event to determine and rate its success. This can either be formal or informal. Lastly, there is the gap analysis to pave way for future events of similar order. Destinations should adopt this strategy because it helps in the sustainability of the events and also helps in planning as well as budgeting for the event. It is also a form of marketing the destination as tourists are able to keep track of past success of the event and attend. What do you see as the destination image of the Gold Coast? What sort of events do you see as fitting that image? Why would the Gold Coast want to repackage itself as having a more arts and culture-based image through the Bleach Festival? Gold Coast is one of Australia Premier Holiday destinations. The place has fame for its beaches, surf theme parks, shopping, nightlife and hinterland and has been attracting families across Australia for a number of decades until now. The image destination of Gold Coast is that it is a family friendly and fun place in the world based on the accommodation facilities, the landscape and the weather. A number of corresponding events fit this place including sports events such as surfing, squash, women’s football, biking, swimming and beach ball. There are also corporate events that can be held in God Coast such as team building and corporate parties. Foods and drinks exhibitions borne in the history of Australian wine making industry that has been there for decades now. Arts events such as circus. There are also art festivals where music, language, art and dance as well as storytelling and bush cooking is displayed for the tourist. Additionally, the image also suits cultural display in songs and music. Gold Coast would consider repackaging more for arts and culture based image because it will be so unique compared to the family friendly and fun place image that it currently has. Most tourists are fed up with the sun and sea tourism and are shifting to unique areas and acts that are in themselves tourist attraction. The rich heritage borne in the culture of the aboriginal and the Australians in general is inborn and can never be emulated. This will even make the marketing of the area easy and efficient since there will be an assurance of visitors all throughout the seasons. The surfing and sports events are being affected by the weather and climatic change, it would therefore mean that when certain prevailing conditions do not favor outdoor activities then tourists would not visit the place. To ensure that there is sustainability and continuous flow of tourists conforming to the arts and culture based image will be sufficient enough to make the destination prosper even more than it has now. The image will also be appreciated by the local communities and would open up the surrounding areas for development as well. For that matter, Gold Coast should shift from its current image that is mainly weather dependent to a les weather independent ad sustainable image; arts and culture based image. This will also ensure that the generations to come have something they can leverage on from tourism. How have the exhibitions staged at the Bendigo Art Gallery changed that city’s image and encouraged tourism? Bendigo Art Gallery is one of the oldest regional galleries in Australia. It was established in 1887 and currently the most profound image of the city. The art gallery has an extensive collection that covers the 19th century representing both the European and Australian art. For the art lovers this is the place to be to enjoy the rich heritage born in the artworks such as painting, sculpture, ceramics, decorative arts, paper works, photography, as well as work by renowned Australian such as Patricia Piccinini, Jan Henson and Kit Webster among others. The art gallery has a reputation for presenting unique innovative international exhibitions alongside the dynamic and varied suits of events and programs altogether. Bendigo Art Gallery attracts visitors from diverse backgrounds such as Melbourne, Victoria and all over Australia as well as the worldwide audience. The art gallery has a range of exhibitions that caters for everyone’s need there is the family tours and the intro tours that are ideal for art lovers. Additionally, the rich history of the rich history of Australian politics. The art gallery has led to opening up of the area and has also marketed some other tourist attractions in the area apart from itself. The tourists who travel the world to come and enjoy the art exhibitions have had the chance to appreciate the Australian culture thus promoting the development of the city. Following the increase in traffic of tourists to the area, the local authorities and the government have been on the move to ensure that there are necessary infrastructural developments in the area. The local produce have also been marketed in the market centers near the exhibitions. Additionally, the shopping center is also performing fairly well due to the increase in the number of tourists. The hospitality industry in the city has grown and expanded as the region now has a variety of accommodation services and facilities. The tourists are not only attracted by the gallery alone but also the foods that represent the culture of the Australian people and especially the wine tasting festivals. Most business meetings and events have also been held in the area so that as the executives are done they can enjoy the heritage as well. The city has undergone infrastructural developments opening up the surrounding tourist attraction sites. This has increased the flow of tourists not only for Bendigo Art Gallery but also surrounding tourist attraction sites. In what sense might we see rural festivals as more authentic than those staged in cities? Illustrate your answer with an example. The trend in the planning and staging of festivals and events has been in the cities alone. However, there is some authenticity in the rural festivals rather than those held in the cities. First off, it is so obvious that in the cities people from diverse backgrounds and thus culture interact. With this there is a high likelihood of interference with the culture especially if people try to fit in some culture and thus abandoning their. A good case is the Australian Melbourne Wine tasting festival; a hallmark event, where the wine is traditionally made from the vineyards that are spread across the region. When compared to the city that has wine from all over the world, the heritage borne in the Australian wine is easily lost. In japan the folkdance is highly appreciated and is held at the community level. There is semblance to the historical presentations in the rural areas than is in the city staged festivals again due to the effect of civilization. Young people from the indigenous community are grouped into two teams and they transverse the community at night singing and dancing to the tune of traditional instruments. With the advancement in technology, these traditional instruments have been modified compared to suit the needs of modernity that is much associated with the city festivals. From an economic point of view when the events are held in the metropolitan areas there is much expenditure in preparations and associated high costs of food and accommodation. The rural life is simple and the prices of food and home getaways are more or less cheap and affordable. The traditional festivals also show the curiosity of the local communities thus reaffirming the traditional values that are more eroded in the city festivals. The international visitors are also likely to interact with the local communities and share in their heritage and get to know more compared to the cities where the only place for that is the city museum. The sustainability of rural events is possible since there are no issues of pollution that are rampant in the city based festivals. The rural areas are also safe since there is no much concentration of population. The seasonality of the rural festivals also makes them unique and authentic as they will forever be present around the seasons and thus sustainability as well. The rural festivals also ensure the transfer of knowledge from one generation to another as there are lessons to be learnt by the young through the exhibitions and socialization within the rural regions. Why do we need to know the economic impact of an event? How and why is there a common tendency to overstate the economic benefits of events? The success of an event is usually based on its economic success. There is need to know the economic impacts of events for any destination that is planning an event. First off, it helps in identifying various stakeholders as well as attracting them to invest in the event. These include the suppliers, sponsors, workforce and volunteers, performers and participants, local authorities, interest groups and organizations. Secondly, it aids in addressing all the issues that could arise on the basis of public budget. This is because it evaluates the program of the event and outlines the budget and the profits or losses incurred by the community. This helps investors in planning their investments on infrastructure. Through this the cost-benefit analysis can be assessed and necessary measures taken. It also aids in convincing the public of the importance of an event so that they are able to chip in their support. When the economic impacts are positive corporates are drawn towards the support of such events. Overall, the economic impact studies can also be directly used to determine the economic impacts of the tourist activities in the destination. The knowledge can also be utilized in determining the resources that will be required as well as avoiding those that lure more spending and small outputs. The economic impact of a given event can also be used as a proposal by the event organizers in marketing the destination through the government agencies. This is because if the event creates more jobs, attracts more investors and assures the region of local and national growth, the government is able to take some part in supporting the event. It also helps in estimation of the viability and sustainability of such events in the tourism sector apart from marketing the destination. When the economic impacts of an event are positive, most participants are also able to participate so as to contribute to the local as well as global economy. Lastly, it also helps in building positive relations with the media. For the most obvious reason, most destinations overstate the economic impacts of an event so as to lure various stakeholders. The sponsors and investors are highly likely to invest in economically viable events. The destinations overstate the economic impacts also to draw the support of the government and the local community at large. Lastly, the volunteers and other staff are more attracted to economically viable events than those that are not. Read More