This report provides insights on various events held in Perth, Australia, including the Australian Tourism Exchange, Perth Royal Show, Perth Travel Expo, and Fringe Festival Perth. It discusses the purpose, target audience, and economic benefits of each event.
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Event Management1 Table of Contents Introduction.................................................................................................................................................2 Australian Tourism Exchange 2019..............................................................................................................2 Perth Royal Show 2018................................................................................................................................4 Perth Travel Expo 2018................................................................................................................................7 Fringe Festival Perth....................................................................................................................................8 Conclusion.................................................................................................................................................10 References.................................................................................................................................................11
Event Management2 Introduction Business events are organized to increase the involvement of customers in businesses that help in growth and building of customer base for the organization. There are various events that can be classified using different approaches that are on the basis of scale, number of participants, purpose and venue of the event(Wagen & White, 2018).Keeping in mind this classification four events are selected that is held in Perth, Australia. The events include Australia Tourism Exchange, Perth Royal show, Perth Travel Expo and Fringe Festival Perth. All these events have different purpose some target the artists, travelers and other the business professionals. The target audience and purpose of each event is different that mix covers all the aspects of event classification. The report provides the insight on each event, which includes purpose, target audience and economic benefit to the country for organizing the event. These four events are held in Perth quarterly or annually and are most famous events of the Western Australia. Fringe Festival Perth is third largest event across the world that brings the more revenue and visitors to the Perth. Australian Tourism Exchange 2019 Australian Tourism Exchange is held in Perth from 8th to 12thApril 2019 at the Perth Convention and Exhibition Centre and sponsored by Tourism Australia partnering with Tourism Western Australia. The event comprises of various networking opportunities for business class people and is a mix of business appointments in between international travel buyers and Australian tourist segment. This is the 40thannual Australian Tourism Exchange program hosting 4thtime in Perth. This event is mainly classified in business appointments and building network to develop the tourism industry in Australia. The purpose of conducting ATE program is to get the global traveler buyers attention and for the growth of tourism sector(WhitsundayTimes, 2019). The economic benefits for hosting ATE to the country are, during the event in Perth it is anticipated that an immediate addition of around $9 million in flow of money take place to the
Event Management3 local economy. The event helps in growth of overall Australian’s tourism industry to $100billion through the international relationships and future business deals that will take place at Australian Tourism Exchange(TourismAustralia, 2019).The stakeholders of the event are Australian tourism businesses, tourism wholesalers, and retailers that target the international travel buyers in sake of increasing their networks and business. The people who will attend the event includes 1,500 Australian sellers representatives from 550 companies, 650 buyers representatives from around 30 countries in the world and further 70 media representative of Australia and from other countries will attend this global event(AustraliaEvents, 2019). The target market of this event is tourism Australia, and to make the event successful at global place. The key attraction to attend the event is purpose of appointment that facilitates the meeting of buyers and sellers with a proper social setting. Marketing of the event is done through social media and sponsors that focus on attracting the business professionals from different countries and the international travelers who are interested in booking of holiday trips. The promotion technique includes the use of vibrant calendars of events to increase the awareness for the program amongst the major travelers.
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Event Management4 Source:(Eventstourism, 2019) Source:(Destinantionnsw, 2019) Perth Royal Show 2018 Perth Royal show held in Western Australia, this event is planned by the Royal Agricultural Society and focus on agricultural aspects of the country by organizing agricultural activities such as displaying animals, fairground and rides and showcasing the show bags that is a themed based bag made of plastic to promote the theme of events and programs in Australia (Wagen & White, 2018).The event is organized from last 100 years in Australia by the Royal Agricultural society in the month of September or October and attracts 500,000 people in a year to the event in Claremont Showground(Henryks, Ecker, & Denness, 2016). Claremont showground is a venue where the Perth Royal Show is held and it is owned by Royal Agricultural Society. In 2018, event was held from 22ndto 29thSeptember 2018 and will be held in 2019 from 28thSeptember to 5thOctober. This event targeted the agricultural sector and the people working in that segment, it showcases agricultural product, energy equipment,
Event Management5 animal health products, organic chemicals for food and dairy equipment. The purpose of this event is the growth of agricultural sector in the Australia and understanding the needs and demand of the people considering this segment(Perthroyalshow, 2019). Perth Royal show take entries for community stage performers that make it attractive for others group too who wants to showcase their talent in the event. The event is held systematically for 8 days and all entries and competition result is updated through its online sites and portals. The economic benefits of holding the Perth royal show is that agriculture sector in Australia is developing and the event leads to profit of $2.8m and 450,000 plus visitors to the event in 2013(McNeill, 2019).The event gives opportunity of employments to the youth and targeted the kids, seniors, children and families to experience the different activities held in the event in an interactive way. The government of Australia gave huge funding to the Royal Agricultural society to attract the audiences by reducing the entry fee and make it accessible to the majority of western Australian people. The Perth Royal Show helps in conveying the attributes of regional Western Australia to the city, providing forum to showcase the contribution of hardworking sector that is agricultural sector in a fun and interactive way (Mediastatements, 2019). Source:(Perthroyalshow, 2019)
Event Management7 Perth Travel Expo 2018 The Perth Travel Expo is a trade show held in Perth Convention and Exhibition Centre, Perth, Australia. Travel Expo provides the opportunity to the audiences to have deep knowledge on exclusive travel deals, including cruise, railways price offered by the businesses and people can take the travel expertise for amazing holidays. This trade show mainly focus on travel and tourism sector to promote the various deals to the potential customers through exhibition and trade fairs(Bathelt, Golfetto, & Rinallo, 2014).The show attracts around 50,000 visitors and 500 plus exhibitors who offer different products at the trade show in exclusive prices and held quarterly, 29 July 2018, 14 October 2018. The event is organized to boost the exhibitor sales and for promotion of their products with a wide range including travel services, travel insurance, travel equipment, tour operators, cruises and airlines. The target of the event is travelers, local store operators, travel product companies includes Virgin Australia, Singapore Airlines, haggis, travel associates and scenic luxury cruises and tours(travelexpo, 2019). The show includes free presentation that gives the insight about travel experts and leading players in the travel and tourism industry. The deals can be offered to local flight centers, student flights and travel associates store. To make the trade show successful and worthy the organizers promote it using attractive display boards that become the reason of attraction for the travel planners and all this benefits the tour and travel industry in Australia. This event provide one stop shop for all the travel lovers to compare and book the next holiday plans under the one roof and inspires people to plan the trips. This will benefits the businesses in Australia and also promote the trade in other countries and in home country. Most of the events are done in Perth to promote tourist and travelers or make the Australia a great attraction for the tourists. Marketing is done by the sponsors through different platforms that include social media, banners and free tickets for entry or discounted offers(weekendnotes, 2019).
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Event Management9 Fringe Festival Perth Fringe World festival is a multi-art festival that is a platform for different artists to showcase their talent. The event features different artists from background of music, theatre, film, comedy and circus. The fringe festival is held in Perth on annual basis and considered as the largest fringe festival in the world. In 2018, festival showed a hike in number of tickets sold that was 368,000 tickets worth of $10.1 million, and approximately one million people attended the event including free and tickets attendees. The event is for art genre and is an open access festival that is anyone can register in different categories according to their interest areas. This festival is organized by Artrage that is the one of the most successful arts organization in the Western Australia. The main target of the event is artists from all over the world. In 2019, fringe world festival took place within 138 venues and performance spaces on18 January to 17 February. The event was promoted using print media and through e-mails marketing and social media marketing and web sessions. All these leads to reach of 53,923,990 audiences, all this marketing covers $10,028,770 of spend in media coverage(Perth, 2018). The fringe world manages a marketing campaign at greater scale that helps in promoting overall fringe festivals and it became the place to attract artists and the audiences to the festival. The reasons that attracted the audiences toward show are entertainment, festival atmosphere, and specific show related to their interest. The benefits of organizing the festival are that it helps in build the image of Perth and contribute more in growth of Western Australia and also transformed the perception of community about art work(Festival, 2019). To make it accessible for each one the reasonable ticketprice for the event was kept at $25 and tickets of 700 shows was sold that was in at large scale so this event take place to the high level with more audiences and artists from all over the word(Fringe, 2019).
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Event Management12 Conclusion Events are organized according to the purpose and its scope, mainly event differentiation is done on the basis of nature of audiences involved, marketing channel used, key stakeholders and the elements of staging. All these aspects are best understood with the events analysis done above. It is concluded that events are held to gain economic benefits or for the economic development of the country through revenue generation and attracting major people towards the events for mutual gain. Australian Tourism Exchange generated $100billion in the Australia economy from international relationship, Perth Royal Show focus on development of agriculture sector in the country, Perth travel expo a trade how that benefits the travelers as it attract the travelers to plan a holiday at exclusive prices and the last event was fringe festival that held in Perth and generated $10.1 million and attract most of the visitors towards the place that increases the value of Perth in the world. By analysis all these events it is found that business events are a way to attract more audiences and to generate more income by the public or private businesses.
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Event Management13 References AustraliaEvents. (2019).Australian Tourism Exchange Perth 2019. Retrieved April 13, 2019, from https://events.tourism.australia.com/QuickEventWebsitePortal/ate19/website Bathelt, H., Golfetto, F., & Rinallo, D. (2014).Trade Shows in the Globalizing Knowledge Economy.UK: Oxford University Press. Claremont. (2019, April 12).Perth Royal Show. Retrieved from claremonttowncentre: https://www.claremonttowncentre.com.au/article/2015-iga-perth-royal-show Destinantionnsw. (2019, April 12).Australian Tourism Exchange. Retrieved from Destinantion NSW: https://www.destinationnsw.com.au/tourism/industry-opportunities/trade/ australian-tourism-exchange Eventstourism. (2019, April 12).Australian Tourism Exchange (ATE). Retrieved from Events.tourism.australia: https://events.tourism.australia.com/QuickEventWebsitePortal/ate19/website Festival, F. W. (2019, April 12).Impact Report. Retrieved from issuu.com: https://issuu.com/artrage/docs/2017_impact_report fpc.wa. (2019, April 12).Perth Royal Show competition. Retrieved from fpc.wa.gov.au: http://www.fpc.wa.gov.au/perth-royal-show-competition Fringe. (2019, April 12).700 SHOWS AND GOOD TIMES FOR ALL REVEALED IN 2019 FRINGE WORLD PROGRAM. Retrieved from fringeworld.com.au: https://fringeworld.com.au/news/700-shows-and-good-times-for-all-revealed-in-2019- fringe-world-program Henryks, J., Ecker, S., & Denness, B. (2016). Agricultural Show Awards: A Brief Exploration of Their Role Marketing Food Products.Journal of International Food & Agribusiness Marketing, 305-315. McNeill, H. (2019, April 12).Families urged to save Perth Royal Show as visitors, profits dwindle. Retrieved from watoday: https://www.watoday.com.au/national/western-australia/families-urged-to-save-perth- royal-show-as-visitors-profits-dwindle-20170927-gyprg2.html Mediastatements. (2019, April 12).40,000 more opportunities to attend the Perth Royal Show. Retrieved from Government of Western Australia:
Event Management14 https://www.mediastatements.wa.gov.au/Pages/McGowan/2018/09/40000-more- opportunities-to-attend-the-Perth-Royal-Show.aspx Perth, W. A. (2018).Welcome to Fringe World Festival.Australia: Perth Western Australia. Perthroyalshow. (2019, April 12).Perth Royal show Entries. Retrieved from perth royal show: https://www.perthroyalshow.com.au/ Scenestr. (2019, April 12).Perth Fringe World 2019 Programme. Retrieved from scenestr.com.au: https://scenestr.com.au/arts/perth-fringe-world-2019-programme- 20181116 TourismAustralia. (2019).Australian Tourism Exchange Perth 2019. Retrieved April 13, 2019, from http://www.tourism.australia.com/en/events-and-tools/industry-events/ upcoming-tourism-australia-industry-events/ate19.html travelexpo. (2019, April 12).End of the Financial year sale World travel Expo Perth. Retrieved from travelexpo.net.au: https://www.travelexpo.net.au/travel-expo/perth Wagen, L. v., & White, L. (2018).Event Management: For Tourism, Cultural, Business and Sporting Events.Australia: Cengage Learning. weekendnotes. (2019, April 12).World Travel Expo 2018. Retrieved from weekendnotes.com: https://www.weekendnotes.com/world-travel-expo-perth/ WhitsundayTimes. (2019, April 12).THE 40th annual Tourism Australia's Australian Tourism Exchange is in full swing, starting on Monday in Perth.Retrieved from WhitsundayTimes: https://www.whitsundaytimes.com.au/news/promoting-the- whitsundays/3697135/ X-Press. (2019, April 12).Fringe World 2019. Retrieved from xpressmag.com.au: http://xpressmag.com.au/fringe-world-2019-fringemas-is-nearly-here/