Strategic Event Management and Impact on the Community - Wonthaggi-Bass Valley Agricultural Show - Essay Example

Strategic Event Management and Impact on the Community: The case of Wonthaggi-Bass Valley Agricultural Show 2006 Introduction Events touch every aspect of life – economic, social and political, environmental and cultural. There are positive and negative aspects of events that need to be considered when organizing any event. The target should be to maximize the positive effects and take steps to counter the negative steps. The agriculture show that is held in Wonthaggi in the Bass Coast Shire in Victoria, Australia, every January is a case study of how an event can change a rural community. Wonthaggi, located 132 km south east of Melbourne, was originally known for its coal mines. However, it is now an important tourist destination and also known for dairy and beef industries (wikipedia). The coalmining stopped in Wonthaggi in 1968 but some of the mines are now open for guided tours by visitors. About 7km from the Wonthaggi town, seaside location of Cape Paterson is the starting point for a 12km coastal drive through the Bunurong Marine Park (travelvictoria). Agriculture shows Agriculture shows have been an integral part of rural communities in all parts of the world for nearly a century. Such shows have been the most important meeting place for farmers, to showcase their crops and livestocks, learn about the latest techniques of farming and of course, do business. Some agriculture shows, like the Royal Agriculture Winter Show in Toronto, Canada, has become a global meeting place of farmers. It is the largest agriculture show in the world and encompasses display of farming technology including genetics. Delegates from all over the world come here and the organizers are even in the process of building relationships with similar show organizers worldwide. The main animals on show in the fair are the cattle breed. The auctions of cattle, other livestock and vegetables draw a lot of bidders (Royal Agriculture Show). The Pacific agriculture show at British Columbia, on the other hand, focuses on farm equipment manufacturers who join the show (Pacific). The Wanthaggi in Victoria show has become so popular that it showcases a whole range of animal as well as hosts other cultural programs like jazz and other music concerts, creative arts, aerobics and food carnivals. In 2005, the Victoria Agriculture and Pastoral Societies, which organizes the show, won a record Bracks government funding, an amount of over $6600 to upgrade the showgrounds (Media Release). However, the show has become more of a tourist attraction rather than serious meeting ground of farmers where they could share their experience and learn the latest farming techniques. Evolution of the show The event has been organized in Wonthaggi for a long time but in the early years it was a mere community event. Because of a strong support of all the stakeholders, including the Agriculture society, the government, the tourism industry, sponsors and the community at large, the event has now emerged as a major tourist attraction. In 2001, the event was termed as a “Federation Show” and drew about 6,000 visitors, a rise of 20 percent from the previous year. Since the event is held in summer, it provides both advantage and disadvantage. It is the peak tourist season in Australia hence there is a great enthusiasm from tourists. That, however, brings with it a greater challenge to handle such a large visitation in a town of only 7,000 inhabitants. The event managers have constantly upgraded show fields as well as accommodation facilities to meet the challenges (DNRP). Stakeholders in the event The likely stakeholders in any event are the government, business, media, local people, political participants and sponsors. However, the most important people to be considered in the process are the participants and the local people at the place where the event is being organized. To begin with, the Society has developed a strong partnership with the Bass Coast Shire Council. It rents the show field from the Council at a nominal fee. It has its own shed that it maintains. It has also been awarded the State Government Federation Grant of $10,000 for holding a “Federation Show”. Given the huge organizational job, the society recruits volunteers who are chosen meticulously. The volunteers are provided budget meals on the show days and light refreshments for three days prior to the show. The society encourages the same volunteers to join every year and maintains a good relationship with them by sending letters of thanks, souvenirs and life membership. Besides the recruited volunteers, community groups like Uncle Bob’s, SES and Local Workgroups are also encouraged to give service at the gates in exchange of donations (DNRP). Significance of the event Big events usually boost the tourism prospects of the location. For example, the Munich Oktoberfest generates 0.7 billion euros in 16 days through the event. It also provides a wide media coverage which has a long term impact on the city as a tourist destination. This leads to greater round-the-year tourism related businesses and jobs. In any case, a big event provides a lot of jobs. For example the British Grand Prix Silverstone provided 1150 jobs in the food, tourism and entertainment sectors. The Wanthaggi show has become a major tourist attraction. Particularly, since it is held during the summer holiday season, the show draws huge crowds to the otherwise quiet hamlet. Besides the regular Wanthaggi focus on agriculture and tourism, the Society has decided to focus on a new area every year. For example, the 2002 event was targeted for youth and children and hence incorporated various events that would attract this clientele. Considering the multicultural community in the area and around, the show program incorporates various ethnic cultural events like Italian choirs, South American dances and Scottish pipers. The entry fee to the show is reasonable, at $6 for adults, $3 for teenagers and $12 for family (2 children and 2 adults). Entry for children below 5 years is free (DNRP). Communication policy Costs of media space for advertisement are rising with not much commensurate increase in effectiveness. A number of media outlets have emerged, including the print, television, radio and the internet. Division of audience across the types of media means that advertisements are required in all or many outlets, hence increasing the advertisement budgets. Sponsorships are a more cost-effective means of raising funds since they pay for some activities directly. However, sponsorships are also more competitive now than it was earlier because of globalization and corporatization of sports that attract the largest amount of funds. A huge number of brands are controlled by few manufacturers hence the avenues of sponsorships are less. The society manages the communication aspect of the Wanthaggi show extremely judiciously. It advertises on television, media and print in Victoria as well as other parts of Australia. In the local media, the society has developed over the years a working relationship by which it can have access to editorial space. It also uses the Weekly Times, the free print media like RACV Journal, Stock and Land, local newspapers, television and radio stations. A street parade was also organized to showcase the show. The society has invested in developing promotional material like brochures, programs, etc. Most of the content for the promotional communication are developed by volunteers while the society pays for the paper, printing and other costs (DNRP). Organizational policy To organize an event is not the end of the purpose. The objectives in terms of desired financial, social and cultural outcomes should be evaluated in detail before undertaking the management of the event. The evaluation may be undertaken by a direct survey of visitor outcomes, demographic research into participants, satisfaction surveys and operational efficiencies. If the event is being organized at the location for the first time, it would help to observe outcomes of similar events at other locations. Employing observers to study the impact of events might help since it would be an unobtrusive and low key observation. However, it is essential for the observers to maintain objectivity and not be biased for or against an event. The society takes great pains to plan for the Wanthaggi show much ahead. It has formed an extensive executive panel that is in charge of all aspects of the show. It has a detailed manual and electronic database by which it maintains all financial and program details. The society is progressive and recognizes that constant upgradation is required for the show to remain attractive. Hence, stalls are regularly renovated, exhibitors are reimbursed to some extent for the travel costs, animals are given the necessary accommodation and other facilities, show programs are held in a manner that it does not inconvenience exhibitors and animals. The society even gives the exhibitors a photo opportunity with the Governor which is a strong attraction (DNRP). Effect on the community Events like sports, theatrical or music events, heritage or ethnic events or those concerned with social groups have a direct impact on the participants. However, there may also be a much larger indirect impact of events like the Earth Summit, Live Aid 1995 and 2005 or anti-war demonstrations. Such events have a much greater agenda involving social concerns and awareness generation. There may also be a healing impact of events like remembrance events of the victims of September 11 or the Bali bombing. In any case, the hallmark of any event should be a ‘feel good’ factor. Agricultural shows like the Wanthaggi one involve the community participants directly. Since it is held in a town that has agriculture as the core occupation of the people, the show increases the self-esteem of the local population. However, it has not really changed the farming practices of the region. Because of its strong volunteer and organization policy, the Wonthaggi agriculture show has demonstrated that such an event may garner strong community support. Always involving the local people and enabling economic benefits to the local population while at the same time trying to minimize the negative impacts on the venue, the show has been a show case how such an event should be held. However, events may have a terrible negative impact. For example, big events may lead to anti-social behavior, poor crowd and traffic control, hooliganism, congestion and infrastructural bottlenecks. These have a negative impact on the local community. The Wanthaggi show organizers take great pains to recruit volunteers and maintain relationships with them so that they can be trained to control traffic and infrastructure. Many events have also led to urban regeneration and growth of permanent infrastructure that are useful to the local people in the long run. Not only do the event requires a large infrastructure, there are accommodation needs of a large number of visitors, who also tend to spend a lot on food, entertainment and other purchases. Hence, there is a multiplier effect of a large event on all-round economic activity including construction, restaurants, retail sales and transport business. Event managers may act as catalysts for future development in the community as well as to minimize the negative impacts of mass visitations. This can be done through fostering good host-guest relationship and portraying a positive image of the destination in order to attract more tourists. This in turn would result in positive economic benefits that would get the community involved into the project. The Wanthaggi agricultural show has boosted the livelihood of the farmers in the area. The organizers do not forget that the farmers are the main stakeholders in the show hence the comfort of the farmers and animals are their first lookout. For example, sheds are built for animals and farmers who come from a distance are given the chance to display first in a manner that they can return in time for the animals’ feed. Evaluation of the event Event evaluation is “a process of critically observing, measuring and monitoring the implementation of an event in order to assess the outcomes accurately” (Allen et al, 2002). For an economic evaluation of an event, various approaches may be adopted. A cost-benefit approach that includes tangible and intangible benefits and costs, opportunity costs as well as external factors like crime or pollution or an input-output analysis using multiplier effect to estimate the value of output as a result of the event in each sector would show that the impact of the Wanthaggi show is much more than simple a meeting place for buyers and sellers of animals. It has metamorphosed a sleepy coastal town to one of the major tourist attractions of the area. Besides, since it is an annual show, there is a continuous economic generation rather than a one-time show. However, the show is more in the nature of a fair and tourist attraction than one designed to improve farming techniques. Works Cited http://www.travelvictoria.com.au/wonthaggi/ http://en.wikipedia.org/wiki/Wonthaggi,_Victoria Media Release, Victoria The Place to Be, http://www.dpc.vic.gov.au/domino/Web_Notes/newmedia.nsf/955cbeae7df9460dca256c8c00152d2b/5a64d0df13907623ca2570830006c30a!OpenDocument Department of Natural Resources and Environment (DNRP), Planning and Managing Your Show, 2001, http://www.dpi.vic.gov.au/dpi/nrenfa.nsf/93a98744f6ec41bd4a256c8e00013aa9/e6a7ec3df881268fca25716b007f7edd/$FILE/ShowsPlanningGuide.pdf Royal Agriculture Show, http://www.royalfair.org/bindocs.aspx?id=10000429 Pacific Agriculture Show, http://www.agricultureshow.net/?page=exhibitor_list Read More