Planning an Italian Wine Festival

This report discusses the planning of an organic Italian wine and music festival in Victoria, Melbourne. It includes a market analysis, site analysis, co-creative element, and integrated marketing strategy. The event aims to trade wine and entertain attendees with music. The report also highlights the impact of events on the hospitality and tourism industry.

Running head: FESTIVAL AND EVENTS
Planning an Italian Wine Festival
Name of the Student
Name of the University
Author note

1Planning an Italian Wine Festival
Executive Summary
Previously, Festivals and events were just for entertainment once in a while, but with the
passing time, they have become a necessity and plays a significant role in everyday life. It has
also left an impact in the hospitality and tourism industry. The events need a venue to happen
and the international events need more space for welcoming their guests. Also, the events that
are hosted internationally attracts attendees from all over the world, which has a profitable
influence on the tourism industry as well. It is more or less like a chain where one industry
has a link with the other. In this report, an event of organic Italian wine and festival will be
planned. The main purpose of hosting this event is to trade wine and entertain the attendees
with music at the same time. This not only profits the business but the entertainment industry
as well. This one of a new amalgamation of events that is unique and going to happen in
Victoria, Melbourne for the first time.

2Planning an Italian Wine Festival
Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................4
Discussion..................................................................................................................................4
Concept of the Event..............................................................................................................4
Co-Creative Element..............................................................................................................5
Site Analysis...........................................................................................................................6
Market Analysis.....................................................................................................................7
1. Political Factors:......................................................................................................8
2. Economic Factors:...................................................................................................8
3. Technological factors:..............................................................................................9
4. Social factors:........................................................................................................10
Integrated Marketing Strategy..............................................................................................11
1. Advertising in Local Media:..................................................................................11
 Radio:........................................................................................................................11
 Billboards:.................................................................................................................12
 Television channel:....................................................................................................12
 Public Relations:........................................................................................................12
 Newspapers:..............................................................................................................12
2. Designing an event website:..................................................................................13
3. Developing a content strategy:..............................................................................13

3Planning an Italian Wine Festival
4. Social Media Marketing:.......................................................................................13
5. Planning an E-mail Campaign:..............................................................................13
6. Sending Invites:.....................................................................................................14
Sponsorship..........................................................................................................................14
Logistics and Staging...........................................................................................................15
 Venue Logistics:........................................................................................................15
 Warehousing and Distribution:..................................................................................15
 Delivery management and Loading schedules:.........................................................16
 Traffic Management:.................................................................................................16
 Organizing all types of transfers:..............................................................................16
Risk Assessment and Disaster Management........................................................................16
Financial Feasibility.............................................................................................................17
Event Evaluation and Legacy...............................................................................................18
Conclusion................................................................................................................................19
References................................................................................................................................20

4Planning an Italian Wine Festival
Introduction
An effective event is definitely akin with planning similarly as brevity being the
mother of wit. Without proper planning it is difficult to execute an event. In order to
successfully organize an event, it is very important to plan the event prior one month as many
legal procedures are also concerned (Simon, Parker & Stockpot, 2018.) If the organizers
visualize no stressful experiences, long check-in queues, placing of the buffet at a wrong
place by the guests because of not knowing what to do about it, and similar other experiences
then they have to plan the event in a way that everything is handy and no chaos is faced at the
day of event. In this report, an event of organic Italian wine and music festival will be
organized at the Victorian region of Australia (Gibson & Connell, 2016.) The festival will be
aimed both towards the tourist and the host community. The tourists are targeted for a
special reason for initiating business by selling wines and building contacts through
networking. In this report, the event planning of this organic Italian wine and music festival
will be discussed along with the opportunities in Australia for organizing new event and how
much scope it has to benefit the host community.
Discussion
Concept of the Event
Buying an organic Italian wine ten years ago was vocational for the true believers.
The militants specifically fired with the eco fervor were the only ones to discipline their own
palates towards ignoring the faulty structure and musty aromas of organic wines mostly,
which made Italy the globe’s largest country for producing wine. There are great organic
wines that are found in Italy and many of those organic wines are getting available in the
European markets and beyond that (Van Niekerk, 2017.) The event that is to be organized in
the Victorian region of Australia will mainly focus on trading of these organic Italian wine

5Planning an Italian Wine Festival
that will be exported straight from Italy vineyards. The concept of this event has been kept
very minimal yet quirky which allows both trading and entertainment at the same time. The
event is planned very trickily with the keeping the purpose intact in mind. The idea is to do
an amalgamation of music and wine festival so that it can attract more attendees and achieve
the business prospect at the same time. The attraction of this event is to trade wine and
showcase the viticulture of wines but keeping the music event alongside makes it more fun
and interesting for the people to attend. The attendees will get accustomed to the organic
Italian wines and the businesspersons get to showcase their organic wine as well adding to
aim of the event. Some of the connoisseur of organic wines will be invited as t=chief guests
and renowned local and two international music acts will be there at the event. The event will
consist of 10,000 per day. The number of audience is kept limited so that there is more space
available and the trade can be done without any hassle.
Co-Creative Element
Co-Creative element for any business or event means highlighting an interaction of
series between various stakeholders such as investors, customers and managers where the
goal at end is a productive value. It is basically a context driven effort collaborative in nature
for developing new services, products and paradigms to satisfy the needs of humans. The
element of co-creation is built over the perceptions of provocations, relationship of cause-
effect, required constraints and available alternatives as well for overcoming or dealing with
the situations of problem (Campos et al. 2018) In this event of organic Italian wine festival,
the Co-Creative element is the tasting and selling of wine along with the opportunity of
having an experience same as the music festival. The main aim of this event revolves around
building business relationship with the attendees and sells the organic wine. Here, the
stakeholders are the customers or attendees to sound more appropriate (Delmas & Lessem,
2017) It will be a sophisticated and context driven opportunity for both the attendees and

6Planning an Italian Wine Festival
sellers of wine. The attendees will be given a sample first to taste the wine. Organic wines
from different countries especially Italy will be showcased and there will be activities like
organic wine tasting of wine from more than over twenty regions, grape pressing, buying of
organic wine, workshops for pairing and how every wine was born, music performances and
exciting gift hampers will be given. The target audience here is the wine lovers all over the
globe aging from 22 to 50 mainly and businessmen of wine import and export business. The
preparation of the event starts prior six months from the main day.
Site Analysis
The organic Italian wine and music festivals will be hosted at the Victorian region of
Melbourne in Australia. Melbourne has always proven itself to be a magnificent host for
having quality events both regional and international over decades. Major of the events that
take place in this Victorian capital tend to be well marketed and well resourced. The place of
Melbourne and Melbournians are known for their support and passion for major events that
take place in the area (Mercer & Mayfield, 2015.) The people there are very enthusiastic
about events and welcome all of its kinds. Especially the international events that happens in
Melbourne have resulted in a spectacular record of attendance always drawing crowds from
both overseas and Australia along with the enthusiastic locals. Melbourne is known as the
heart of the city for justifying reasons. It offers event managers with an outstanding backdrop
for some major events be it in the city’s heart of diverse regions of Victoria. The site chosen
for hosting this event is The Shepparton Golf Club. The place is suitable for outdoor events
and has the ability to accommodate 10,000 people per day. It has a space for stage as well
where the musical acts can take place. The factors which make this site best for hosting an
organic Italian wine and music festival are as follows:

7Planning an Italian Wine Festival
 Availability of public transport for 24 hour even throughout the weekend with largest
network of tram even outside Europe that also includes a free zone of tram right in the
center of city making it accessible and reliable for the attendees.
 Two international airports those are free of curfews; Avalon and Tullamarine
Airports.
 Largest seaports and airports in Australia.
 The perfect city for walking in between restaurants, hotels and venues (Ford, 2018)
The event have to be organized looking at all the available legal resources from the official
website of Victoria Police relating to the management of events and places that will be
crowded. There is Australia’s strategy for protecting the crowd from threats like terrorism
that are to be concerned. The health and safety of the crowded places are of utmost priority
when organizing an event.
Market Analysis
To conduct the event of Organic Italian Wine and Music festival, it is very important to
analyze the market of the chosen place that is Melbourne in order to get an idea about the
potentiality of customers and people residing there. The Market analysis will also help to

8Planning an Italian Wine Festival
conduct the Political, Economic, technological and social aspects of the site in order to host
the event in a more decisive way. The pointers that are to be considered are discussed below:
1. Political Factors: The political factors have a significant role to play in determining
elements which have an impact on organizing the wine and music festival. Whether it
deals with the changing regimes of government or the fear of terrorism worldwide,
considering the political facts are very important (Neale & May, 2018.) The political
factors that are important for this event to conducts are as follows:
 Importance and political stability of services and software sector in economy
of the country.
 Risk for invasion of military.
 Corruption level especially the regulation levels in service and software
sectors.
 A legal framework for the enforcement of contracts.
 Protection of intellectual property.
 Rates of taxation and incentives.
 Legislation of wage.
 Regulations of working hours in the event management industry.
 Mandatory benefits for the employees.
 Favored partners for trading.
 Regulations of industrial safety and event management measures.
 Requirements and labelling of products.
2. Economic Factors: The factors of macro environment like rate of foreign exchange,
rate of interest, rate of inflation, and cycle of the economy figures out the aggregate
invest and aggregate demand investment into the economy. Whereas, on the other
hand factors of macro environment like norms of competition have an impact into the

9Planning an Italian Wine Festival
competitive advantage in any organization or company. Melbourne has the ability to
utilize limited economic elements of the country such as inflation, rate of growth and
economic indicators of the country (Sanchez, Fernandez & Lara, 2017.) The
economic elements important to conduct this event are as follows:
 Type and operation of economic system in Melbourne, Victoria and how much
the system is stable.
 Intervention of government into the markets that are free and places hosting
events.
 Stability and exchange rates of the currency in host country.
 Quality of infrastructure.
 Efficiency of the financial market.
 The host country’s comparative advantage.
 Level of skills in the workforce in the hospitality and servicing industry.
 Discretionary of income.
 Rate of economic growth.
 Rate of inflation.
 Rate of interest.
 Stages of business cycle.
3. Technological factors: Industries all over the globe are disrupted by the fast paced
technology and development. It is not only important for an organization to go
through a technological analysis of the industry but also important to analyze the rate
of speed at which the technology is disrupting the industry. In recent years, the
hospitality and tourism industry has seen immense number of growth due to
technology and exposure into the digital world. The slow speed gives more time to the
industry but on the other hand, fast pace of technology disruption tend to give an

10Planning an Italian Wine Festival
industry a little bit more time for coping up and become profitable (Tidd & Bessant,
2018.) The technological event to conduct this event are as follows:
 The recent development of tourism and hospitality industry in Melbourne
against its competitors.
 The impact of technology over offering of products and services.
 The impact of service industry over the cost structure of the country.
 The impact of value chain structure on the service and event sector in the
country.
 The rate of diffusion in technology.
4. Social factors: The culture of a society has a very important impact on any industry
running in that place. It is very important for any organization to know and adapt to
the culture of any place to sustain there. The attitudes and shared beliefs of population
play a very big role in making the people of hospitality and tourism industry
understand the markets and customers of Melbourne and how the marketing strategy
shall be designed accordingly (Dunn, Bos & Brown, 2018.) The social elements to
conduct this event are as follows:
 Skill level and demographics of the population.
 Hierarchy, structure of class and structure of power into the society.
 The level of education along with the standard of education in the hospitality
and tourism industry of Melbourne.
 The culture of Melbourne that includes roles of gender and conventions of the
society.
 The spirit of entrepreneurship and broad nature of society.
 The urge and acceptance of discovering something unique.

11Planning an Italian Wine Festival
 The attitude towards entertainment, health, consciousness of environment and
so on.
 Interests of leisure.
Integrated Marketing Strategy
The trick for hosting an event and make it successful is no just about putting up the show
and tell people to enjoy. Moreover, it is not a matter of being sure that the interested fans
already have an idea about the event in the first place. In today’s date, there are already so
many content in the digital platform competing with each other for attention of the customers
that it is very easy for any promising event to become lost in this fray. There are some
strategies based on locations for both the digital channel and outside as well. The concept of
integrated marketing basically deals with the approach of creating a unified and indecorous
experience for its customers to know and interact with the company or services it provides
(Bosak, 2016.) It includes all the aspects of communicational marketing like advertising,
public relations, sales promotion, social media marketing, direct marketing and so on. The
integrated marketing strategy that suits best for organizing the Italian organic wine and music
festival are discussed below:
1. Advertising in Local Media: The advertising into the local media gets maximum
number of engagement for the host community of event. The people who pass by will
be able to know about the event and get engaged. The advertising in Local Media
includes Radio broadcasting, Billboards, Newspapers, Television channels and
magazines.
 Radio: The radio broadcast will give advertisement about the event vigorously
so that people get to hear it even if they are rushing for work or relaxing at
home on a Sunday eve listening to the radio. Radio is a very convenient
medium as it is always present somewhere in the surrounding. Advertising in

12Planning an Italian Wine Festival
the radio at least makes sure that people are getting to know about the event
more and the hype is getting increased for some loyal attendees (Martin-
Santana et al. 2015.)
 Billboards: Whenever people step outside the long billboards definitely catch
their attention and people tend to look at it even once. Advertising about the
event turns out to be helpful in a way that the news of the event does not gets
missed no matter what. People passing in vehicles or strolling in a park gets to
see the billboard as the size is very huge and visible enough to catch the
attention of anyone (Forceville, 2017.)
 Television channel: The television channels are watched by almost everyone
in the country as television happens to be a regular medium of entertainment
and leisure. Advertising for the event in television is sure to make productive
use in letting the people know and make them aware about the event (Shkedi,
2015.)
 Public Relations: Local advertising agency also come with services or public
relations which help in promoting the event in unique ways. As it is a music
and wine festival, the public relation strategy is to get associated with bars in
the country that serve wine. The customers who come to that bar on weekend
makes the bill amount more than the maximum bill according to the terms and
conditions of those places will get a free ticket for the event (Sweetser et al.
2016)
 Newspapers: The newspapers are a medium that is read by everyone every
day. There is no chance for the event to get lost if regular advertisements are
made on the newspapers prior to 15 days of the event and weekly

13Planning an Italian Wine Festival
advertisement for a complete month prior to the event (Gurun, Matvos & Seru,
2016.)
2. Designing an event website: An event website that is exceptional is a strategy of
marketing in itself. It gives a positive impact and professional outlook to the event
that yields a higher level of enthusiasm for the local and international attendees as
well. Keeping that in mind, the website needs to be designed in such a way that it is
easily accessible and hassle free. Considerable effort and time is required in building a
well-designed website. The website will have the description about the wine and
music festivals, what are the special attractions, the music acts that is going to happen
and option to book tickets. The website will be designed in an attractive way both in
user experience and appearance (Rakin, 2017.)
3. Developing a content strategy: As events happen to be a single moment which
attendees look forward by building an anticipation inside the marketing campaigns for
the event. The strategy of content marketing involves a channel for building and
hyping up the momentum. To be more specific, the episodic content will focus on the
BTS or behind the scenes category of event that will be an effective way to hype it up
more (Sambhanthan & Good, 2016.)
4. Social Media Marketing: The news of event in social media not only helps o catch
the attention of host community but also catches the attention of audience all over the
world. For an event like this where the aim of business is amalgamated with
entertainment, it is very important to design a social media marketing strategy
separately. The strategy of social media marketing will include having a Facebook,
Instagram, Twitter and You Tube page in the name of event that will give a platform
to for making the content and post BTS videos along with digital flyers, daily posts
and other content related to the event (Key & Czaplewski,2017.)

14Planning an Italian Wine Festival
5. Planning an E-mail Campaign: This is very similar to the strategy of content. This
will include sending spam emails to random people all across the globe giving a brief
about the event. The audience will be engaged in a way and nudge the receivers of
email towards registering for the event.
6. Sending Invites: The invitations will be sent to the connoisseur of wine as chief
guests for gracing the events. Inviting them will make a special impact on the
audience and they will take it more seriously. Also, invites will be sent to some great
influential people of the host community and they will be asked to inaugurate the
event.
Sponsorship
Sponsorship happens to be the financial aspect of events that is used as specific goals for
business. Just like the attendees take part in the plan of event marketing by posting the flyers
from their own social media platforms, similarly sponsors are also allowed to collaborate into
the strategies of marketing the event. The sponsors tend to play a big role in providing strong
incentive so that higher facilities can be accommodated for the attendees. The idea is to be
proactive and creative in order to find sponsors that will serve the interests of both event
organizers and the sponsors (Michelini, Lasevoli & Theodoraki, 2017.) The goal is to reach
out the local bars for sponsoring the food and beverage section, two renowned restaurants for
sponsoring the food and packaged water bottles for sponsoring the water bottles. The event
sponsors for this wine and music festival are Oakbarrel, Cellar Door Wine Festival Adelaide,
RACV resorts and Bisleri water bottles. The factors that are important for the company to
find and reach out to the sponsors are as follows:
 Brand Visibility.
 Target Market.
 Consumer Perception.

15Planning an Italian Wine Festival
 Efficient Lead Generation.
 Sales Goals.
 Community Goodwill.
 Content Strategy.
 Audience Insights.
 Business Relations.
 Return on Investment.
 Profit.
Logistics and Staging
The logistics of an event involves controlling, managing and planning of the storage,
transfer and other intangible and tangible operations during the process of event. When the
logistics are planned in an event along with its control and implementation, careful
organizing should be considered in order to make the event successful (Fernie & Sparks,
2018.) The VIP guests for this event are Demetrios Atheneos the co-owner of Oak Barrel and
famous wine writer Chris Shanahan. For special treatment, arrangement would be made to
receive and see-off the guests to the airports. Other facilities like allergy checks, arranging
favorite The music artists for the event will be some local DJ artists and for the main acts
will be Flume, Will Sparks and Timmy Trumpets. The transport for the logistics will be
provided by the event management company along with the staycation. The elements that are
to be considered for organizing this wine and musical festival are discussed below:
 Venue Logistics: This includes the control of entry, exit, food stalls, backstage and
stalls at the venue (Crezza, Colicchia & Dallari, 2015.) Minimum four volunteers will
be set at every place and two volunteers at wine stall separately for the wine stalls to
help the conduction of stalls.

16Planning an Italian Wine Festival
 Warehousing and Distribution: The organic wine will be imported from warehouses
of different regions and kept at the event venue prior one day of the event. The
distribution will be done in the stall by the event volunteers following by setting up
the stall accordingly at the morning before it starts (Ross, 2015.)
 Delivery management and Loading schedules: the delivery will be looked after and
taken care by the logistics team. The trucks will come with the products directly at the
venue prior to the event and it will be received by the volunteers of event directly at
venue after their briefing (Hugos, 2018.)
 Traffic Management: The management of traffic will be taken care by a special set
of experienced volunteers who will look after the legalities associated with the event
(Nellore & Hancke, 2016.)
 Organizing all types of transfers: There will be set of groups for every individual
and the VIPs who are the chief guests and musical artists for the event. Special
arrangements will be needed to arrange for them like booking their stay and all the
requirements that will be taken care by the volunteers of hospitality (Yolal et al. 2016)
The staging of event at times gets overlooked in the rush of creating an event but for an
event like this where music happens to be half of the part, staging is very crucial and needs to
be organized carefully. This includes checking the sound systems, trusses of lighting and
rigging, video screens and some soft good like drapes, scrims and set materials. For this
event, the staging will be done a bit far away from the wine stalls so that there is no scope of
chaos at the venue and conflicts due to overcrowd (Jones, 2017.) A video screen will be set in
the golf club field where making of wine will be shown with light and instrumental music for
dewy mornings and then from the afternoon starts the musical acts by local artist where
abstract visuals will be shown (Agha & Taks, 2015.) The set will be designed in a minimal
but quirky way. The lighting will be focus on neon lights after the dawn all over the fields.

17Planning an Italian Wine Festival
Contingency plan and Disaster Management
The risk in any sort of event is uninvited and inevitable. Identifying the chances of risk
and be prepared with proper measures prior the event makes it more organized and easier to
tackle the disaster if anything arises. Some predictable risk for this festival can be misusing or
stealing of Alcohol, Consumption of alcohol to minors, transportation, illegal selling of items,
illegal consumption of drugs and amplified sound (Cook, Ellegaard & Gilles, 2016.) The
proper measure to manage these sort of disaster in the event are:
 Acceptance of the risk and how does risk management works.
 Taking steps according to the probability.
 Mitigation.
 Contingency.
 Exposure to the reduction of risk.
 Getting help and input from legal authorities if required (Grossman, 2018.)
Financial Feasibility
The event will follow the structure of Line item budget where the budget will cluster
the proposed expenses according to the cost center or department. This aggregation method
more easily shows the bulk absorption of entity’s fund (Field, 2016.) The total estimated
budget for the event excluding the artist and organic Italian wine came near around
1,365,000. The budget for this event according to the program variables are discussed below:
Program Variables Estimated Budget
Stage 100,000
Lights & Sound 100,000
Stage Décor 80,000
Venue Décor 75,000

18Planning an Italian Wine Festival
Audio Visuals 120,000
Food items 200,000
Beverages 110,000
Organic Wine According to the venders
Logistics 150,000
Music Artists According to their
quotation
Volunteers 50,000
Other activities 80,000
Venue 300,000
Event Evaluation and Legacy
During the recent decades, the Events and Festivals have played a major role in
entertaining the society and has triggered requirement for deeper and understanding role for
the potential of events. It has been seen that events are gaining attractiveness because of a
series of elements like growth in the leisure time, and economy moving towards the
consumption of all the experience associated with leisure (Fautley, 2016.) Though the events
and festivals have arisen probably for reasons that are non-touristic but with the passing time
it has also started to be a reason for attracting tourists from all over the globe. This organic
and Italian wine and music festival opens for an opportunity for both business and
entertainment under one roof. The cultural aspect of Italian wine is being amalgamated with
the event enthusiastic culture of Melbourne. This is something unique where wine will be

19Planning an Italian Wine Festival
tasted and sold along with the experience of a music festival. This tend to gain the tourist
industry as well because merchants from various parts of the globe will be coming and
showcasing their products. This is going to be a new and unique experience for Melbourne
localities and people from different parts of the world as well. Thus, the legacy of festivals
like this can be predicted to be continued after this depending upon the execution widely.
Conclusion
However, it is observed from the above discussion that the event of organic Italian
wine and music festival is being organized in the Melbourne. The main aims of this event
revolve around building business relationship with the attendees and sell the organic wine.
Here, the stakeholders are the customers or attendees to sound more appropriate. The idea is
to sell wine and provide an experience of entertainment through music at the same time. The
stress is on making the hospitality and tourism industry grow all across the globe and attract
more tourist to Melbourne along with organizing more events of business in the form of
musical festival as well to generate revenue.

20Planning an Italian Wine Festival
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23Planning an Italian Wine Festival
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24Planning an Italian Wine Festival
Appendix:
Floor map: A rough outline of the floor map of wine festival.
The Red line of the area:

25Planning an Italian Wine Festival
Few wine samples:
VIP guests arrangement:

26Planning an Italian Wine Festival