Planning an Italian Wine Festival

Running head: FESTIVAL AND EVENTS
Planning an Italian Wine Festival
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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