Event Design Case Study INTRODUCTION 3 MAIN BODY3 Overview

6 CONCLUSION 6 REFERENCES 1 INTRODUCTION Event design is an effective process of creating a vision for a specific event and then appropriately designing all the visual details in order to attain specific goals and objectives. The Australian Boomers will face USA Basketball in a two match audience pre- FIBA world cup series. Australian Boomers vs USA basketball was a two game series historic event at Marvel Stadium in from of 52000 fans. Audience: Around 52000 fans gathered to watch the match between Australian Boomers vs USA

Event Design Case Study

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of an event...................................................................................................................3
Five event principle and other attendees event experience. (Controllable factors).....................4
Uncontrollable factors which could influence the event experience for attendees......................5
Aspects for Pine and Gilmores Four Realms of experience economy.........................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Event design is an effective process of creating a vision for a specific event and then
appropriately designing all the visual details in order to attain specific goals and objectives.
Event planning helps in bringing all the logistics together such as professional services,
budgeting, coordination, etc. to make any event successful. The Australian Boomers will face
USA Basketball in a two match pre- FIBA world cup series.
MAIN BODY
Overview of an event.
Marvel stadium is located in the heart of Melbourne and has welcomed approximately
35million of fans through gates since the opening in the year 2000. Australian Boomers vs USA
basketball was a two game series historic event at Marvel Stadium in from of 52000 fans. It was
a historic 98-94 win where Australian team beats USA basketball team for the very first time
(Baka, 2018).
Purpose: The Australian Boomers will face USA Basketball in a two match pre- FIBA
world cup series. For the very first time Basketball Australia has hosted USA Basketball in
Australia since 2000 Sydney Olympics.
Audience: Around 52000 fans gathered to watch the match between Australian Boomers
vs USA basketball at Marvel Stadium. It will be one of the momentous event for Australia
sporting community and a huge compliment for Marvel Stadium in order to deliver memorable
fan experience at the event.
Timing: The event was conducted on Thursday, 22nd August and Saturday, 24th of
August. Everything should be properly scheduled from start of the game till the end of the game.
Timings for 22nd August are as follows:
Gates open: 5:00 P.M.
Start of in-venue entertainment: 5:05 P.M.
Team warm- up: 6:00 P.M.
Start of pre- game show: 6:45 P.M.
Scheduled tip off: 7:30 P.M.
Match start time: 7:50 P.M.
Timings for 24th August are as follows:
Gates open: 11:30 A.M.

Start of in-venue entertainment: 11:35 A.M.
Team warm- up: 12:35 P.M.
Start of pre- game show: 1:15 P.M.
Scheduled tip off: 2:00 P.M.
Match start time: 2:20 P.M.
Venue: Marvel stadium is located in the heart of Melbourne and has welcomed
approximately 35 million of fans through gates since the opening in the year 2000. Australian
Boomers vs USA basketball match was held at Marvel stadium (Burton, and O’Reilly, 2016).
Five event principle and other attendees event experience. (Controllable factors)
Event design principles allow people to instinctively know some thing special about a
particular event.
Focus: Emphasis is placed on creating a visual design in order to strongly draw viewer's
attention. Effective planning should be made and anything that detracts or competes with
emphasis should be effectively eliminated (Park and Rogan, 2019). The key focus of Australian
Boomers vs USA basketball event is to keep the audience engaged and directing them to attract
their attention on the specific goal and objective in order to draw viewer's attention.
Scale: This is based on analysing the target audience of the company. Larger the venue,
larger is the scale which leads to higher resources and expenses. Large screens and displays will
be used in the event to pull attention of the audience. Critically analysing the screen position is
an effective strategy. Soundscapes can be used to deal with large scale of audience by using high
quality sound speakers. Around 52000 fans gathered to watch the match between Australian
Boomers vs USA basketball at Marvel Stadium.
Shape: It is referred to as the layout of an event. It focuses on minute details such as
theatre design, placing of large objects, view from every seat, etc. in order to increase possibility
and capacity of the viability of an event. Seating design should be based on considering various
aspects such as dress circle, upper circle, balcony, side stage view angles and pillars. It should
also consider environmental design such as enclosure, clear line, symmetry, uncluttered,
obstruction, etc. Open spaces should be utilized effectively by positioning similar activities all
together and improves audience flow (Lee and Kang, 2015). Clear lines helps in eliminating
confusion and improves audience flow. An event must have proper lightening and must clear

clutter effectively. Australian Boomers vs USA basketball was conducted in a well structure and
well designed stadium.
Timing: A proper schedule should be maintained by strict planning and scheduling all the
activities of Australian Boomers vs USA basketball event on a timely manner. An event must
start when it is scheduled to start because you have a contract with an audience. Any delay in the
event is quite frustrating for the audience which in turn leads to unhappy audience. An event
should be carried out in a good and enthusiastic flow from beginning to an end. Time scheduled
must be realistic and also a good plan for the exit of an event must be structured. There are
various factors which influences the timing of an audience which mainly includes social
conditions, environmental conditions and cultural differences. Providing audience with regular
updates about the particular event with the help of social media platforms and marketing results
in attracting large number of audience from across the globe (Sharma, and et.al., 2018).
Build: Another key principle of event is to build anticipation, tension, excitement, desire
and curiosity in the eyes of audience in order to get engaged till the end ion an event. A tempo
and a rhythm should be set in order to create great impression. An event should end with huge
firework finish in order to create a long-lasting impact on the audience. Marvel stadium should
focus on the marketing of the Australian Boomers vs USA basketball in order to attract large
number of customers from across the globe (Park, and Rogan, 2019).
Uncontrollable factors which could influence the event experience for attendees.
Uncontrollable factors such as various environmental factors and climate condition may
influence the event experience for the attendees. Political armed uprising, flood, fraught,
tsunami, earthquake, natural disasters are few factors which cannot be controlled and such
factors widely influence the event experience of attendees (Kolesch, and Knoblauch, 2019).
Uncontrollable factors such as adverse economic environmental conditions which in turn largely
influences the event experience of the attendees. Outside influences can largely influence the
event and experience of an individual who attended an event. This may hamper the smooth flow
of a specific events and attainment of its goal and objective in a systematic and efficient manner.
External factors such as political and legal factors, environmental and climactic changes can
largely influence the event and experience of an individual who attended an event (Sheng. and
Lan, 2019).

Aspects for Pine and Gilmores Four Realms of experience economy.
Experience economy is an idea that a particular services or products can outcompete by
effectively creating an experience that in turn creates customer value. Experience is a priceless
competitive advantage for the Australian Boomers vs USA basketball. Pine and Gilmore, Four
Realms of experience economy focuses on educational, escapist, entertainment and esthetic.
Entertainment experience: Entertainment experience is where attendees actively
participate in a event. Entertainment experience is one of the oldest type of experience.
Rewarding experience to an individual when a customer passively observe an event.
Escapist experience: Escapist experience leads to greater immersion and participation as
compared with entertainment and educational experience (Radder, and Han, 2015). The
customer actively shape the event that results in embarking everyday experience.
Educational experience: Educational experience unfolds the experience at destination by
thorough engagement of the mind and body of an individual (tom Dieck, Jung and Rauschnabel,
2018). This experience requires individual to occur in real or virtual environment.
Esthetic experience: Esthetic experience leads to customer enjoyment for a unique,
enriched experience for an individual. It engages customers in a passive manner. Here the
individual have fun being in an attractive environment (Pine and Gilmore's Concept of
Experience Economy and Its Dimensions: An Empirical Examination in Tourism, 2011).
Australian Boomers vs USA basketball is an entertainment experience where individuals
or fans from across the globe come together in order to gain high experience and get entertained
fro the particular event conducted at Marvel stadium.
CONCLUSION
From the above conducted study it has been concluded that, event planning helps in
bringing all the logistics together such as professional services, budgeting, coordination, etc. to
make any event successful. This study further identifies controllable and uncontrollable factors
which could influence the event experience for attendees. Lastly, it also highlights the Pine and
Gilmores Four Realms of experience economy on Australian Boomers vs USA basketball event.

REFERENCES
Books and journals
Baka, R., 2018. Melbourne’s Status as an Olympic City: Past, Present, and Future
Perspectives. The International Journal of the History of Sport.35(9). pp.874-897.
Burton, R. and O’Reilly, N., 2016. Sports Business Unplugged: Leadership Challenges from the
World of Sports. Syracuse University Press.
Kolesch, D. and Knoblauch, H., 2019. Audience Emotions. Affective Societies–Key Concepts,
pp.252-265.
Lee, J.S. and Kang, J.H., 2015. Effects of sport event satisfaction on team identification and
revisit intent. Sport Marketing Quarterly. 24(4). p.225.
Park, B. and Rogan, M., 2019. Capability Reputation, Character Reputation, and Exchange
Partners’ Reactions to Adverse Events. Academy of Management Journal.62(2). pp.553-
578.
Radder, L. and Han, X., 2015. An examination of the museum experience based on Pine and
Gilmore's experience economy realms. Journal of Applied Business Research
(JABR).31(2). pp.455-470.
Sharma, A and et.al., 2018. Controllability in an islet specific regulatory network identifies the
transcriptional factor NFATC4, which regulates Type 2 Diabetes associated genes. NPJ
systems biology and applications. 4(1). p.25.
Sheng, J. and Lan, H., 2019. Business failure and mass media: An analysis of media exposure in
the context of delisting event. Journal of Business Research. 97. pp.316-323.
tom Dieck, M.C., Jung, T.H. and Rauschnabel, P.A., 2018. Determining visitor engagement
through augmented reality at science festivals: An experience economy
perspective. Computers in Human Behavior.82. pp.44-53.
Online
Pine and Gilmore's Concept of Experience Economy and Its Dimensions: An Empirical
Examination in Tourism. 2011. [Online]. Available through:
<https://www.tandfonline.com/doi/abs/10.1080/1528008X.2011.541847>
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