Event Planning Australia Report 2022

Running head: EVENT PLANNING
EVENT PLANNING
Name of the Student
Name of the University
Author Note

1EVENT PLANNING
Response to Part 1: Concept design
The event that can engage the community in the actual and execution process is a
clothing thrift market, named as Flea-Attire. The event will be designed with the
consideration of involving community members in respect to the collaborative effort for a
productive action. The event will be solely concentrated on contributing the earned amount
for the unprivileged community group, who are detached from the provision of educational
and career opportunities (Jones, 2017). The event will be associated to another motive of
adopting and encouraging a minimalistic lifestyle. The minimalistic lifestyle of the
community member can be addressed by ‘keeping what is needed and giving away to address
others’ need’. The event will be accompanied by complementary activities like outdoor
games, group activities and food festivals. The food festival will be hosted by the localities
showcasing their local delicacies and cultural heritage. The accompanying events with the
Flea-Attire will help in attracting population from all around South Australia. The inflow of
population from the state, neighbouring regions and the tourists visiting South Australia at
that period will stimulate the local economy of the region and will allow the businesses and
local population to reflect their culture (Pearcy et al., 2017). The clothing items will be
collected on the basis of ‘story’ association in terms of vintage theme. Amount from selling
the clothing items will be directly directed towards the contribution plan of the community.
Fifty percent of the amount retrieved from the complementary events like outdoor games and
food festival will be acquired by the local participants (businesses and general population)
and another half of the amount will be directed towards the growth and development of the
local community by depositing the amount at the local council.
Response to Part 2: Identify stakeholders and target demographics
The following table clearly explains the objectives and the expectations of the various
stakeholders.

2EVENT PLANNING
Stakeholders Objectives Expectations
Charity (City of Port
Adelaide Enfield)
To raise the profile of the
underprivileged community
members.
To increase the standard of
living of the underprivileged
members.
To provide with educational
and career opportunities.
To provide with better
clothing.
Organisers To organize the event and
make it happen.
To increase the social
awareness.
To get financial returns.
Proper implementation of
series of tasks and success of
the event.
Earn recognition.
Properly raising the funds
and distribution of the same
as agreement.
Spectators Enjoy the event.
Enjoy the ambience.
Social interaction and
getting better products and
services information
(Cropanzano, Dasborough &
Weiss, 2017).
To see and interact with high
profile celebrities and
eminent personalities.
To take part in competitions
and win gifts.
To share thoughts with other
spectators.
Enjoy good music, food,
visiting stalls, making small
purchases.

3EVENT PLANNING
Local Businesses Increased market exposure
and brand awareness.
Increase in the trade.
If the local business is
participating in the event
then it expects maximum
sales from their stalls.
No businesses would expect
disruptions in their business
because of the event
(improper parking, littering,
noise levels and problem
with traffic.
The demographics necessary to be targeted are the high class personalities, celebrities and
other eminent personalities along with the local underprivileged people of the city. The
targeted people would like to participate in the event because of the following reasons-
1. The event is for a social cause, which will increase the brand image and goodwill of
those high class people.
2. The underprivileged people will be benefitted and will get educational and career
options as well apart from just the basic necessities.
3. There will be a social interaction between the two sections of the society that will help
in sharing information and raising more awareness in order to reduce inequalities.
Response to Part 3: Event Execution
Event Details:
Event Name: Flea-Attire
Location: The City of Port
Adelaide

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Enfield
Venue: Hart’s Mill
Lawns
Venue Type: Outdoor Venue
Time: 5:00PM to
9:00PM
Address: Port Adelaide,
South Australia.
Facilities:
The venue has the following facilities:
1. Can be accessed by people with disability.
2. Toilet facilities available.
3. Picnic tables and chairs are also available.
4. Barbeque area is available.
5. It is adjacent to a playground.
The additional facilities that is required:
1. Electricity and power facilities like generator and wiring.
2. Lights and sounds arrangements including stage setup for special events like music,
dance, speeches and announcements (Rogers & Davidson, 2015).
3. Parking facility is to be created nearby.
4. Stall setups for cloth displays as well as food and providing each stall with electricity
and power.
5. Hiring a medical team for emergency.
6. Additional tables and chairs.

5EVENT PLANNING
Timeline:
Inauguration speech 5:00 to 5:10 PM
Inauguration dance 5:10 to 5:20 PM
Opening of clothing stalls 5:20 PM
Opening of food stalls 5:20 PM
Band Performance 5:20 to 6:20 PM
Distribution of cloths 6:20 to 7:20 PM
Scholarship and employment opportunity
announcements
7:20 to 8:00 PM
Special performances and speeches 8:00 to 8:30 PM
Closing ceremony 8:30 to 9:00 PM
Promotion:
Promotion of the event can be done by using social media marketing and word of
mouth. Attractive banners and posters are required to be made and distributed in the
surrounding environment (Jackson & Angliss, 2017). Top sponsors are to be approached that
will also help in sharing the information about the event. The eminent personalities are to be
pitched about the event personally by preparing a brochure and by telling the name of the
sponsors as well. Using Facebook, Instagram, Twitter and Email marketing for spreading the
event details will help in maximum spread of information. Facebook advertisements help in
selecting the target age and area, which will help in promoting to specific target groups
(Dowson & Bassett, 2015).
Response to Question 4:
SWOT analysis of the event-

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Strengths:
 The main strength of the event is the engagement of the community members in the
direction of growth and development.
 The event will act as a response for the people in need or detached from rightful
opportunities like education and career opportunity.
 The event will encourage and contribute to the minimalistic or sustainable lifestyle of
the community members.
 The event will positively contribute to the economic development of the local council
through the incorporation of complementary activities, food festival and outdoor
games for visitors.
 The event will help in attracting visitors from around the country and state.
Weaknesses:
 Lack of communicating budget and medium for attracting visitors
 Complete support from the local authorities for the venue, advertisement permission
and basic resources like equipment for the food preparation, chairs for visitors,
clothing racks.
Opportunities:
 Showcasing cultural background and positive lifestyle through the reflecting of
‘thrifting concept’.
 Involving community members for a path towards a responsive citizen (Phadermrod,
Crowder & Wills, 2019)
Threats:
 Threats in order of receiving permission from local authorities
 Threat of reflecting positive impact of the event to the visitors

7EVENT PLANNING
The weaknesses and threats of the event can be addressed by:
 Designing an effective communication channel in social media platform, which can
be cost effective and be planned for a wider reach
 Including the authorities in the event by constructing a detailed plan showcasing the
route of helping under privileged and the percentage of contribution from the
complementary events for the growth and development of local council.
The event will be funded by taking various kinds of sponsorships. This event will
attract many tourists because of the venue that has been selected. The event is well managed
and accessible and aims for sustainable as well as economic development. It also aims in
involving various eminent personalities. The event will therefore be applicable to get major
event sponsorship, which will be a major source of fund (Muller, 2015). Tickets can be sold
for specific stalls that are brand specific and this will help in earning additional revenue.

8EVENT PLANNING
References:
Cropanzano, R., Dasborough, M. T., & Weiss, H. M. (2017). Affective events and the
development of leader-member exchange. Academy of Management Review, 42(2),
233-258.
Dowson, R., & Bassett, D. (2015). Event planning and management: A practical handbook
for PR and events professionals. Kogan Page Publishers.
Jackson, N., & Angliss, K. (2017). A Practical Guide to Event Promotion. Routledge.
Jones, M. L. (2017). Sustainable event management: A practical guide. Routledge.
Müller, M. (2015). What makes an event a mega-event? Definitions and sizes. Leisure
Studies, 34(6), 627-642.
Pearcy, D. P., Heinrich, J. A., Gaskins, J. J., & Phillips, C. A. (2017). U.S. Patent No.
9,548,994. Washington, DC: U.S. Patent and Trademark Office.
Phadermrod, B., Crowder, R. M., & Wills, G. B. (2019). Importance-performance analysis
based SWOT analysis. International Journal of Information Management, 44, 194-
203.
Rogers, T., & Davidson, R. (2015). Marketing destinations and venues for conferences,
conventions and business events. Routledge.