Assessment of Melbourne Russian Festival

This report analyses the positive and negative impacts of Melbourne Russian Festival using the principles of sustainability and triple bottom line. It also provides recommendations for future activities.

Running head: ASSESSMENT OF MELBOURNE RUSSIAN FESTIVAL
Assessment of Melbourne Russian Festival
Name of the student
Name of the University
Author note

1ASSESSMENT OF MELBOURNE RUSSIAN FESTIVAL
Executive Summary
The primary purpose of this report is to discuss about the Melbourne Russian Festival. It
analyses the positive and negative impacts pertaining to the event by making use of principle
of sustainability and that of triple bottom line. It also elucidates on the recommendations
pertaining to Melbourne Russian Festival.

2ASSESSMENT OF MELBOURNE RUSSIAN FESTIVAL
Table of Contents
Description of event...................................................................................................................3
Analysis of Positive and Negative impact of event...................................................................3
Recommendations for future activities......................................................................................6
Description of assessment process used.....................................................................................7
References:.................................................................................................................................9

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Description of event
Melbourne Russian Festival refers to a cultural event that helps in presenting the rich
diversity pertaining to the Russian culture in Melbourne CBD. Melbourne Russian Festival
will be held on the 21st of April, 2018. This event can help in the propagation of cultural
development policies pertaining to Russia within Australia. This event can help in portraying
the magnificence pertaining to Melbourne in a massive scale. There will be different kinds of
programs like that of spoken word, dance, visual arts, music, culinary arts and literature. This
kind of cultural event can have a positive impact on that of the coming generations.
Melbourne Russian Festival helps in the empowerment of cultural affairs in the society. It is
held at Melbourne CBD and this is an area within that of Victoria, Australia (Collins and
Cooper 2017). The Melbourne Russian Festival will be held at the Central Business Unit
which is an important financial centre within Australia. The number of attendants of the event
is around 500, 421 and the advantages that one can get after attending the event is related to
social, practical and educational benefits (Scott and Chhabra 2017).
Analysis of Positive and Negative impact of event
Sustainable event management is indicative of the process that can help in producing
an event by keeping in mind the social, economic along with the environmental issues. It
comprises of environmentally responsible decision-making in relation to the planning and
implementation of an event. The Melbourne Russian Festival takes into account the welfare
of the stakeholders which includes that of community, supply chain, staff and authorities. The
Melbourne Russian Festival have adequate amount of control that can help in minimizing the
effect pertaining to noise pollution (Brown et al. 2015). The noise management plan in that of
Melbourne Russian Festival took care of the fact that the noise created on account of the
festival did not harm the people who lived near the arena of the festival. The noise complaint

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hotlines were active in that of Melbourne Russian Festival that will help the residents to
complain about any kind of noise nuisance. The light shows within Melbourne Russian
Festival were executed with a great deal of care so as to ensure that it does not impinge on the
living spaces pertaining to the local residents (Jones 2017). The tower lights that were
installed at the vehicle gates of Melbourne Russian Festival were positioned very carefully so
that it can minimize any effect pertaining to light pollution. The promotion of car sharing was
encouraged in the Melbourne Russian Festival that helped in reducing the vehicular pollution
(Masterman 2014). It thus helped in contributing to the principle of sustainability by taking
into account the interests of the stakeholders.
The Melbourne Russian Festival abided by the principle of sustainability by serving
tap water instead of that of water bottle. This helped it in avoiding that of plastic waste and
the fresh water was available to the consumers of the Melbourne Russian Festival. There
were water refill stations that proved to be of great convenience for the consumers. An
elaborate system pertaining to underground piping was used that helped in supplying fresh
water to the attendants of the festival (Getz 2017). All the water stations that were there in
Melbourne Russian Festival reminded the attendees that they should be careful of water
usage within the ecosystem. It helped in ensuring that the attendees and participants
pertaining to Melbourne Russian Festival stayed hydrated during the whole course of the
event (Colombo and Richards 2017). Most of the vendors in Melbourne Russian Festival
were vegan in nature. Most of the companies were local from nearby cities and they provided
a vast range of the offerings that helped the Melbourne Russian Festival to emerge as a
sustainable festival. The foods were served on that of reusable plates along with utensils that
helped in including the green element in the festival. Melbourne Russian Festival also
provided people with the opportunity to was the dishes that helped in ensuring that the dirty
dishes were not left behind at that of the tables.

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All the food waste in Melbourne Russian Festival were composted and all the other
kinds of items were recycled. There were many compost bins within the grounds of the
Melbourne Russian Festival and there were only a few rubbish bins. The re-used dishes along
with great food helped in ensuring that the amount of waste was of very limited amount
(Gration et al. 2016). The compost along with recycling was done by taking the help of
volunteers who carted off so that the materials can be processed.
Triple bottom line can help in measuring the social responsibility, economic value and
environmental impact in any kind of business practice. The focus becomes extended beyond
that of the profits in order to include the social along with the environmental issues. The
stakeholder theory pays attention to legitimate interest pertaining to the stakeholders. The
social responsibility pertaining to the festival was assured by the Arts and Crafts Section and
the souvenirs of Russia were presented at the Melbourne Russian Festival (Jones 2017). It
thus helped the Australians to know about the distinctive culture of the Russians. The
Children’s Village in that of Melbourne Russian Festival had a lot of fun activities like that of
animal farm and face painting. Inclusivity is facilitated with the help of Melbourne Russian
Festival that provides opportunities for the entertainment of people belonging to different age
groups. The economic value pertaining to the festival will be assured by the fact that the entry
to the festival will be free and thus it can provide an opportunity for people with differing
economic conditions to partake in the event. The social responsibility was served by the fact
that people got the opportunity to get together over that of beer and the people of Australia
could taste the authentic delicacy pertaining to Russia (Doppelt 2017). The cuisine of Russia
has its own distinctive taste and it can help the Australians in knowing about that of Russian
food heritage.
The negative impact in relation to Melbourne Russian Festival was on account of the
fact that there was traffic congestion and overcrowding on account of the event. There was a

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lot of traffic near that of the Melbourne CBD and this created trouble for the common people.
The commotion that was created on account of the event made it difficult for the old people
living nearby and for the people in the hospitals nearby.
Recommendations for future activities
The Melbourne Russian Festival should incorporate that of clear signage that can help
in improving the experience of the consumers of the festival. An unmarked festival can be a
source of nightmare for the patrons along with the volunteers. They should implement the
idea of that of smart festival that can prove to be of great help for the attendants of the event.
There should be the provision of easy-to-read map that can help in guiding the attendants of
the event about festival layout (Yigitcanlar and Teriman 2015). It can prove to be of great
benefit in order to understand where one can park and about the entrance of the event. The
site map can have a colour coded index that can help in relation to easy navigation of the
map. The entrance of Melbourne Russian Festival should be clearly labelled. Food comprises
to be a crucial factor in relation to a festival and larger font should be used before that of the
Food Court. A bright orange circle can be used for highlighting that of the food court area
that can immediately draw the attention of the consumers of Melbourne Russian Festival.
There should be opportunities in the website for the downloading of the map in the form of a
PDF and a mobile friendly version can help in increasing the popularity in relation to
Melbourne Russian Festival. The map should be easy for understanding and it should be
accessed with the help of multiple platforms. It should also be made aesthetically pleasing by
making use of the bright colours that can catch the attention of the readers (Steven, Morrison
and Castley 2015).
Infrastructure along with connectivity are important aspects in relation to a festival
and there should be a solid back up plan that can help in ensuring that the situation can be
handled in case of something unforeseen (Wise 2016). This is the age of internet and all the

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entry points along with box office location should have the reliable internet connection that
can help the young people in getting access to that of internet within that of Melbourne
Russian Festival. Melbourne Russian Festival should get the support from that of vendor with
whom they would partner that can help in ensuring the success pertaining to the event. A
trained IT professional team should be there on the site who can help in answering the
questions of the festival attendants (Apte and Sheth 2016). They should have the requisite
amount of expertise for fixing the problems. This technical team can help in the running of
the festival without any kind of glitches occurring during the course of the festival.
The staff members of the Gate should be highly trained that can help to ensure the fact
that everything in the festival is running smoothly. The untrained volunteers should be
properly identified before the start of the festival and they should be sent out before the
festival. Any kind of issue arising should be solved by the Gate Captain that can greatly
benefit Melbourne Russian Festival. Most of the volunteers work in shifts and transference of
the knowledge pertaining to operation is important for the success of the festival.
Description of assessment process used
Onsite feedback was used for assessing the Melbourne Russian Festival. The
organisers issued the feedback forms and the attendants of the event remarked about their
experience in relation to Melbourne Russian Festival. The event app was used with the help
of which the audience could enter the feedback regarding what is going on at the moment.
The event app was used for giving the trackable feedback data that one can use on immediate
basis. The present world is dominated by that of mobile technology and everyone has a
mobile device at hand that can help them in providing information that is useful. The event
mobile app of Melbourne Russian Festival empowered the consumers of the event and it can
help in enhancing the event experience of the consumers. The facility of conferencing that
was provided in the event app of Melbourne Russian Festival helped in gathering feedback

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related to the event. It can help the management of Melbourne Russian Festival in finding out
what was lacking in relation to the festival that can help them in improving the experience of
the consumers. The event app was divided into different categories like that of engagement,
interaction and improvement. It helped the consumers pertaining to Melbourne Russian
Festival in finding out what were the arenas that provided the attendees with maximum
engagement. Engagement is one of the primary objective of the organisers of an event and the
attendees of Melbourne Russian Festival provided useful feedback with the help of different
parameters like bad, average, good and excellent. The interaction part helped the consumers
in relating their experiences about the efficacy of the social experience that the consumers of
the event had in relation to Melbourne Russian Festival. This assessment process thus helped
in knowing about whether the customers were satisfied with the event. The event app of
Melbourne Russian Festival thus helped in gathering important information about the success
of the event and whether it was able to live up to the expectations of the top management of
Melbourne Russian Festival.

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References:
Apte, S. and Sheth, J.N., 2016. The Sustainability Edge: How to Drive Top-line Growth with
Triple-bottom-line Thinking. University of Toronto Press.
Brown, S., Getz, D., Pettersson, R. and Wallstam, M., 2015. Event evaluation: Definitions,
concepts and a state of the art review. International Journal of Event and Festival
Management, 6(2), pp.135-157.
Collins, A. and Cooper, C., 2017. Measuring and managing the environmental impact of
festivals: the contribution of the Ecological Footprint. Journal of Sustainable Tourism, 25(1),
pp.148-162.
Colombo, A. and Richards, G., 2017. Eventful Cities as Global Innovation Catalysts: The
Sónar Festival Network. Event Management, 21(5), pp.621-634.
Doppelt, B., 2017. Leading change toward sustainability: A change-management guide for
business, government and civil society. Routledge.
Getz, D., 2017. Developing a Framework for Sustainable Event Cities. Event
Management, 21(5), pp.575-591.
Gration, D., Raciti, M., Getz, D. and Andersson, T.D., 2016. Resident valuation of planned
events: an event portfolio pilot study. Event Management, 20(4), pp.607-622.
Jones, M.L., 2017. Sustainable event management: A practical guide. Routledge.
Jones, M.L., 2017. Sustainable event management: A practical guide. Routledge.
Masterman, G., 2014. Strategic sports event management. Routledge.
Scott, K. and Chhabra, D., 2017. Economic viability of heritage festivals in Wickenburg,
Arizona (USA). Anatolia, 28(3), pp.432-443.

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Steven, R., Morrison, C. and Castley, J.G., 2015. Birdwatching and avitourism: a global
review of research into its participant markets, distribution and impacts, highlighting future
research priorities to inform sustainable avitourism management. Journal of Sustainable
Tourism, 23(8-9), pp.1257-1276.
Wise, N., 2016. Outlining triple bottom line contexts in urban tourism
regeneration. Cities, 53, pp.30-34.
Yigitcanlar, T. and Teriman, S., 2015. Rethinking sustainable urban development: towards an
integrated planning and development process. International Journal of Environmental
Science and Technology, 12(1), pp.341-352.