The Impact of Events on Tourism: Case Studies of Singapore, Gold Coast, Lone Pine and Commonwealth Games

This article discusses the impact of events on tourism through case studies of Singapore, Gold Coast, Lone Pine and Commonwealth Games. It explores how these destinations have utilized events to improve their economic status and attract tourists. Singapore has developed its image through the use of events, while Gold Coast has rebranded itself as an arts and culture-based destination through Bleach festival. Lone Pine has utilized its cinematic heritage to attract sustainable tourism, and Commonwealth Games act as a catalyst for the improvement of infrastructure. The article also discusses the economic impact of rural festivals compared to city festivals.

HALLMARK EVENT 1
HALLMARK EVENT
By
Course
Professor
Institution
City and State
Date

HALLMARK EVENT 2
Hallmark Event
Qn. 2
Singapore is an example of a destination which has developed its image through the
use of events. Initially, Singapore was known to be a nation of non-interference through its
government. In the era of 1990s, there was a formulation of a tourism advertising campaign
that posed the issue on whether a city of efficiency, Singapore, can find time for celebrations.
Celebrations, in this case, represent tourism which is a major way to celebrate by individuals,
who in this case may either be local or international tourists, the beauty of nature. Therefore,
due to Singapore’s desire to have a better reputation of being a fun place, it was epitomized
by the new idea of putting more emphasis on events whereby the nation of Singapore has
been bidding and hosting some important events such as sports. Singapore as a result of its
strategy on events development, it has been able to make the most out the limited resources
as it is a small nation.
The main aim for the Singapore’s involvement in events is to seek for a recognition
worldwide as the events such as sports involve all the individuals globally. Events may also
enable Singapore to reclaim land from the sea which they will use in building its slums
regions and congested districts. Singapore also is looking forward to promoting the area
around the Marina Bay as its stage for global events. Through the development of events as a
portfolio strategy, the nation of Singapore was able to host the International Olympic
Committee (IOC) in the year 2005 where they met for purposes of 2012 games preparations.
The meeting was within a duration of four days and the total amount spent was $S1.7 million
hence, improving on the economic status of the Singapore and also it has worked the
marketing potential of the Olympic brand.
Through the events mainly sports held in Singapore, they have enabled the country to
improve on its profile as an event and training place among sports federations globally.

HALLMARK EVENT 3
Singapore as a result of developing events as its strategy to improve on the country’s
revenue, it has been able to be awarded as the “globe’s best sports city” by the International
Sports Event Management outperforming Paris, Barcelona and London who are known to
have the culture of sports deeply unlike Singapore which developed it. Basically,
international sports are said to be one of the major sources of income for the host nation. This
is because individuals from all over the world will spend money during their attendance to
those particular sports.
Qn. 3
Bleach festival marks a crucial development in the cultural identity of the Gold Coast
region of Queensland in Australia hence its need to repackage itself as more arts and culture-
based image through bleach festivals. Through the bleach festival, the Gold Coast’s
producers and artists will have an opportunity to connect with one another and also with their
target audience. Bleach festival involves historical culture whereby, during these festivals,
there is a huge flow of tourists from all over the world. Individuals, who in this case are the
tourists usually are more attracted to historical things such as driving around with parade of
old motor vehicles and dressing code of the 1920s to 1940s which takes them back to the life
that existed before them.
Although bleach festivals are a source of tourists’ attraction, they are basically
designed to create a platform where individuals such as artists and producers can share their
social experiences which may be used to celebrate milestones and special occasions in
cultures or showcase sporting or artistic talent. Bleach festivals facilitate an extended
visitation within the Southern Gold Coast region for purposes of determination of the arts and
cultural development value all over the world. For purposes of maintaining the visitors, who
in this case are the tourists, the government supports the existing event financially towards its
marketing efforts to attract, bid for or create new events. As a result, Gold Coast would be

HALLMARK EVENT 4
able to improve on its economic output. With improved economic output, it will mean that
the standards of living of Gold Coast will also improve in terms of citizens’ capability to
meet both their basic and luxurious wants to some extent.
Generally, festivals are known to take part in enhancing the tourists’ experience. Once
the tourists have had know-how pertaining to the culture in Gold Coast, they are likely to
make their regular visitation a habit. Through that, the business of showing the artists’ arts to
the tourists will be sustainable. The artists such as the photographers, painters, fashion
designers, musicians and sculptors in return will be able to make their own income as well as
the government through the taxes. The country’s output will also improve. Bleach festival
was more focused on art and music as a result of emerging culture dominance of surfing and
also its reflection on the local art society. Through the bleach program, artists were able to
create artistic installations upon which they were being motivated by the natural environment
and connection to ocean and beach.
Qn. 5
Lone Pine is useful in western tourism as an example of a region which has utilized its
cinematic heritage to influence strong flows of tourism. The sustainable tourism arose from
the Lone Pine Film Festival which was being held annually from the year 1990. The exterior
of the Lone Pine museum is an imitation of a real 1930s cinema which was situated in
Nebraska. Lone Pine is also associated with realistic, tough and bleak westerns which were
made by Budd Boetticher in the era of 1950s. Featuring Randolph Scott, the tough, realistic
and bleak westerns are viewed as the ultimate in the category of the Adult Westerns of that
era and were greatly influential on the 1960s period Spaghetti Westerns. The great influence
of those milestones films, recent films such as Django Unchained and The Lone Ranger has
been filmed at the Lone Pine in the year 2012 and 2013 respectively.

HALLMARK EVENT 5
Lone Pine continued to promote a sustainable tourism on the establishment of a
museum. The museum comprised of eye-catching consumes with elaborate and colourful
women costumes of the 1930s and 1940s. Accompanied by those costumes were the film
posters from the 1950s which featured both women and men in suggestive posing and in tight
clothing which portrays the sexualisation of the western culture during the era of 19th
century. In return, the museum attracted a lot of tourists both local and international that
enabled the Lone Pine to contribute greatly towards a more sustainable tourism.
The Lone Pine has been known to be among the best film producers with their films
such as The return of Jack Slade being a hit. Lone Pine was also used as a speculator area for
the Indian attack on How the West was Won on the wagon train in the year 1962. The Lone
Pine has been known for its good films which relate to the real-life of an individual. That is,
the real world’s happenings portrayed through films such as Seven Men from Now which was
produced in the year 1956, The Tall T produced in the year 1957, Ride Lonesome in the year
1959 and Comanche Station in the year 1960. All these films have continued to maintain the
legacy of those artists who existed in those early days up-to-date and has enabled the Lone
Pine to stand still. Lone Pine provides a good example of a festival which has succeeded in
building a complementary year-round attraction.
Qn. 7
In terms of economic impact, rural festivals have a very small impact than those
festivals whose setting is in the cities. The rate at which individuals, both local and
international tourists are expected to show up in rural settings is different from that in the
cities. Usually, the rural population is small compared to the city. Therefore, rural festivals
register a low economic impact because they are small in gage and mainly attracts the local
community only whom in this case are the local tourists.

HALLMARK EVENT 6
The rural setting also lack adequate capacity for tourism accommodation hence, even
in the case where there are tourists who are not from within the local community, the rural
setting will not be able to play a major role in the economic sector as those tourists will only
spend a little money due to lack of accommodation facilities. Although money is a key to all
the festivals, the rural festivals are highly focused on inspiring community identity and spirit
of the local community. Also, the rural communities usually turn in great numbers to the rural
festivals for purposes of obtaining positive changes in their lives as the rural areas basically
suffer all the ill-effects of economic transitions.
An economic impact is a significant tool for the event organizers and all the other
stakeholders such as government funding bodies involved. The event organizers determine
the extent of at which the tourists were attracted to the destination by the festival in terms of
the festival impact to the economy. Rural festivals are usually less emphasized and they do
not happen occasionally due to their small impact on the economy. On the other hand, city’s
festivals are more emphasized and they occur occasionally due to their great economic
impact. City festivals also attract many tourists compared to rural festivals due to the
availability of accommodations.
Rural festivals are more authentic than city festivals since the rural festivals involve
themes that purposely are to guide the culture of that particular community. City festivals, on
the other hand, are only interested in making money out of tourists without the consideration
of any culture. Themes which used in rural festivals involves; agriculture, local customs and
traditions and the importance of local identity. In agriculture, the festival may involve
activities such as; education on how to improve the quality of the local products and also
income. The local culture such as the songs and dressing code of a certain community
depending on the rural setting may also be presented during the festival. Thus, this makes the
rural festivals to be less emphasized due to their narrowness in terms of festival activities.

HALLMARK EVENT 7
Qn. 8
Commonwealth games are an important element in the growth of a country as it
results to flow of many visitors into the country. Usually, commonwealth games act as a
catalyst for the improvement of infrastructures such as transport links and sporting
infrastructure. In the case of Brisbane, the major advantage which would be obtained from
the bid and hosting of the 2028 Olympics would create better lives for the people of the South
East Queensland as they will have a legacy of the mega-event which definitely will be a
success to its preparations done in advance. South East Queensland does not have large
wastelands in its urban segment thus, the amount spent in improving the urban infrastructure
will be less.
Therefore, South-East Queensland being an abled country whereby, it has been able to
provide its citizens with a better living in terms of good infrastructure for instance. It would
be able to enjoy fully the benefits that will be resulted from the 2028 Olympics by investing
into other beneficial programs for the well-being of the whole country. Usually, a developed
nation tends to enjoy more in cases of an opportunity that may bring some income, unlike a
developing nation. This is because a developed nation may use that income to undertake
many more other projects which will result in the generation of extra income. Developing
nations, on the other hand, will use the income raised in the case of being host country for
Olympics, for instance, to improve on already existing projects such as the construction of
proper infrastructure.
The Minister of Events should, therefore, exclude during the calculation of the
Olympics economic impacts all the revenues after the deduction of the stadium construction
cost which is worth $ 500 million and some costs which it may incur on its infrastructure
restructuring in case a need arise. The Minister should also exclude sales of products which
were made outside the country’s border, sales of used products, illegal sales of products,

HALLMARK EVENT 8
government’s transfer payments and finally the intermediate products which acted as a tool in
the production of other final products. With that, the government would be able to come up
with the exact figure of the economic impact that will result from the Commonwealth games
which will take place in the year 2028. Therefore, despite the criticism on the money spent on
the commonwealth games, hosting an Olympic has more benefits to the host country as
through that, there are higher chances that it will raise more money than what it spent. In
return, it will use that money to ensure the wellbeing of its people.