Festival and Event Management

This document discusses the concept of Arnold Sports Festival of Australia, its target market, necessary elements, resources, recommendations, and opportunities. It also includes references and appendices.

Running head: MANAGEMENT
Festival and event management
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Table of contents
Concept of the event...................................................................................................................2
Target market.............................................................................................................................2
Identification of the necessary elements....................................................................................3
Necessary resources for staging the event.................................................................................3
Recommendations......................................................................................................................4
Explanation why the opportunities can be considered...............................................................4
References..................................................................................................................................6
Appendices.................................................................................................................................7
Appendix 1.............................................................................................................................7
Appendix 2.............................................................................................................................7
Appendix 3.............................................................................................................................8

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Concept of the event
Arnold Sports Festival of Australia is the biggest health, fitness and multi-sports
festival, which causes the assemblage of spectators and players from diverse socio-cultural
backgrounds. The event exposes the clients and the customers to the latest trends adopted by
the health, fitness and sports industry. The event continues for three days and it is held in
Melbourne Convention and Exhibition Center (MCEC). The event attracts the brands for
offering best quality experiences (Arnoldsportsfestival.com.au, 2019). Typical evidence of
this lies in the jam-packed crowds. One of the main sports in this event is bodybuilding. The
event is sponsored by Good Friday Appeals, Melbourne Convention Exhibition Centre and
Victorian Police. The service providers for the event are Harry, the hirer; Securevent
Protection Group, MySport Live.TV among others. VIP Ticket packages are introduced for
expanding the customer base. There are various events, which are organized in the Sports
Festival. These are Arnold Seminar and Pro Champion Case, Arnold Ultimate Strength
Summit, Body Building Show and others (Arnoldsportsfestival.com.au, 2019).
Target market
Target market of the event is the sports lovers, atheletes, and school children. Sports
lovers are an important target market for the Arnold Sports event. This is because it is for
them that the events are organized. Atheletes get a platform for exposing their talents in this
event. Not just the athlete, the other players are also the targets of the event. This is based on
their approach towards purchasing the products and services of the brands along with the
duration for which they are active on the website and the social media. Masterman, (2014) is
of the view that the sports event organizers consider the statistics produced by the brands.
This statistics is assistance for planning the relevant services in order to gain large scale
customer satisfaction.

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Identification of the necessary elements
For organizing the event, the essential elements are
venue, marketing, target
audience among others. In the marketing, the sub-elements are
plan, sponsors,
accommodation and tickets.
Competitions and expos are also a part of the event, which is
an additional source of income for the sports brands. The competitors also take part in the
Arnolds Sports Festival. The
sites from which the spectators can management the ticket
booking and purchases are also accounted within the essential elements, which are needed
for organizing the Event. Wafi, Chiu and Kayat, (2017) makes mention of the
trophies or
medals, which motivates the players for good performances. The
duration for which the
games are organized, holds prime importance for making the event a grand success.
Lockers in the dressing rooms are one of the essential elements for enhancing the
security of the players, clients and the customers. Waiver of liability is an essential doctrine,
acting as an insurance for the clients and the customers from the serious issues. Complaints
and grievances are one of the other essential element in the sports events like that of the
Arnold Sports Festival (Ramchandani, Coleman & Bingham, 2017).
Necessary resources for staging the event
Resources are one of the means for making a project a grand success. This is also
applicable for the sports events like Arnold Sports Festival. The essential resources of this
event are assessment guides for the technologies to be used in the event, software for tracking
the prepared budget,scope and deliverables, details of the sponsors, records of the biggest
trends adopted in one financial year and the strategy for organizing the event. Along with
this, Priporas et al., (2018) is of the view that the resources also includes the registration
manuals, strategy guide, conference apps, marketing guide, event engagement guide, ROI and
attribution sheet, guide for the event marketers, Design handbook, guide for the event
planners and social media.

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Recommendations
 Insurance facilities can be provided to the clients and the customers
 Quality controls and checks for the lockers in the green room
 Quality accommodation services for the clients and the customers
 Free combo meals with the tickets
Explanation why the opportunities can be considered
Insurance facilities would enhance the security of the players and spectators from the
unwanted and illegal incidents. This can include the accidental insurances, which would
minimize the life risks. For this, Data Protection Act (1998) is needed, as the clients and the
customers would be sharing their personal details. Quality checks and controls of the lockers
in the green room, by the experts, would be central in terms of enhancing the security of the
personal belongings of the players, clients and the customers (Yazıcı, Kocak & Altunsöz,
2017). Hiring the skilled and qualified engineers for this purpose would be a rational
approach towards averting the instances of defective lockers. Conscious approach in this
direction would be effective for reducing the complaints of the customers regarding defective
products and services.
Accommodation services needs to be of high quality for achieving higher customer
satisfaction. Typical example of this lies in the rooms, which supports Wi-Fi. This approach
would be an initiative towards achieving infrastructural development. Along with this, if free
meals are offered with the tickets, it would be one of the means for adding to the
entertainment of the children. As a matter of specification, Naranjo, Escobedo & Pérez,
(2016) assumes that it would be one of the agents for catering to the needs of the spectators,
especially that of the children.
The latest actions can be uploaded in the social networking sites for increasing the
trafficking of the audience towards the brand image. Putting attractive pictures would lure the

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clients and the customers. However, conscious approach needs to be attached towards the fact
that the advertisement does not hurt the individual sentiments of the clients and the
customers. For this, adherence to the privacy and copyrights for advertisements is
compulsory. Evaluation is also to be conducted in the form of feedbacks and survey, which
would be beneficial in assessing the feasibility of the plans and programs. Consistent
evaluations would be effective for upgrading the standards and quality of Arnold Sports
Festival, indicative of large scale customer satisfaction (Maeng, Jang & Li, 2016).

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References
Arnoldsportsfestival.com.au (2019). About us. Retrieved 16th Aug 2019 from
https://arnoldsportsfestival.com.au/
Maeng, H. Y., Jang, H. Y., & Li, J. M. (2016). A critical review of the motivational factors
for festival attendance based on meta-analysis. Tourism management perspectives, 17,
16-25.
Masterman, G. (2014). Strategic sports event management. Routledge.
Naranjo, H. V. J., Escobedo, M. C. S., & Pérez, J. L. C. (2016). Influence of sports events in
local tourism. In Sport Entrepreneurship and Innovation (pp. 51-61). Routledge.
Priporas, C. V., Vassiliadis, C. A., Stylos, N., & Fotiadis, A. K. (2018). The effect of sport
tourists' travel style, destination and event choices, and motivation on their
involvement in small-scale sports events. Event Management, 22(5), 745-765.
Ramchandani, G., Coleman, R. J., & Bingham, J. (2017). Sport participation behaviours of
spectators attending major sports events and event induced attitudinal changes
towards sport. International Journal of Event and Festival Management, 8(2), 121-
135.
Wafi, A. A., Chiu, L. K., & Kayat, K. (2017). Factors influence visitor’s experience in a
small-scale sports event. Journal of Tourism, 2(3), 01-12.
Yazıcı, T., Kocak, S., & Altunsöz, I. H. (2017). Examining the effect of experiential
marketing on behavioral intentions in a festival with a specific sport event. European
Sport Management Quarterly, 17(2), 171-192.

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Appendices
Appendix 1
Fig: Attendance chart of Arnold Sports Festival, Australia
(Source: Arnoldsportsfestival.com.au, 2019)
Appendix 2
Fig: Growth in the attendees in the Arnold sports festival
(Source: Arnoldsportsfestival.com.au, 2019)

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Appendix 3
Fig: Followers of the Arnold Sports Festival, who are trainers
(Source: Arnoldsportsfestival.com.au, 2019)