TSM315 Business Events: Analysis of the Curiocity Brisbane Event

This report offers a detailed analysis of the Curiocity Brisbane Event, held from March 15th to April 3rd at the Brisbane Conference and Exhibition Centre. The report, authored by a student from the University of Sunshine Coast, examines the event's background, objectives, management structure, activities, venue, and marketing strategies. It identifies key stakeholders, including QODE, exhibitors, and sponsors, and evaluates the event's effectiveness based on its SMART objectives and activities. The report also assesses the venue's suitability and provides strategic recommendations to enhance future Curiocity events, drawing on both primary (event attendance) and secondary (online research) data sources. The analysis covers various aspects such as event type, size, management structure, contact information, stakeholder relationships, event activities, venue assessment, and marketing and sponsorship arrangements, offering a comprehensive overview of the business event.

Running head: BRISBANE EVENTS
Brisbane Events
Name of the Student:
Name of the University:
Author Note:

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EXECUTIVE SUMMARY
This particular report discusses the critical analysis of the Curiocity Brisbane Event. The
event was held from 15th of March to 3rd of April at the Venue of Brisbane Conference and
Exhibition Centre. On an overall nature, the venue planned for the event was the most
appropriate one since it covered a vast area with a big capacity.
The concerned event is recorded as a business event that is free of charge and is open to the
complete public in order to let anybody attend and participate in the event. It consisted of
different exhibitors who attended the guests and maintained a healthy business relationship
with them and also providing the business concerned with the information regarding the
event.
There were even many stakeholders that were connected to the event and the organisation’s
internal and external information. The stakeholders also included the sponsors of the events
and their crucial partners.
The report also focused on examining the issues that was related to the Curiocity event and
encountered the same. Finally, the report ended with providing strategic recommendations
that would help to improve the future events related to Curiocity.

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Table of Contents
1.0 Introduction..........................................................................................................................4
1.1 Authorisation and Purpose...............................................................................................4
1.2 Limitations.......................................................................................................................4
1.3 Scope................................................................................................................................4
2.0 Event....................................................................................................................................5
2.1 Event name, the Venue and the Date...............................................................................5
2.2 Describing type and size of the event..............................................................................5
2.3 Background of the event..................................................................................................6
2.4 SMART Objectives..........................................................................................................6
2.4.1 Specific..........................................................................................................................6
2.4.2 Measurable....................................................................................................................7
2.4.3 Achievable.....................................................................................................................7
2.4.4 Relevant.........................................................................................................................7
2.4.5 Time-bound...................................................................................................................8
3.0 Management.........................................................................................................................8
3.1 The organisational structure of the event.........................................................................8
3.2 Contact Information for Event Management...................................................................9
3.3 Key stakeholders and their relationship to the event.......................................................9
4.0 Event Activity....................................................................................................................10
4.1 Activities of Events........................................................................................................10
4.2 Analysis of the event program.......................................................................................10

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4.3 Improvements to the program........................................................................................11
5.0 Venue of the Event.............................................................................................................11
5.1 Brief of the Venue..........................................................................................................11
5.2 Effectiveness of the venue to the attendants..................................................................12
5.3 Suggested improvement in the choice of location.........................................................12
6.0 Sponsorship and Marketing................................................................................................12
6.1 Target Market.................................................................................................................12
6.2 Environment Assessment of Competitive Market.........................................................13
6.3 Marketing Communication Strategy..............................................................................14
6.4 Sponsorship....................................................................................................................14
6.5 Improvements to the marketing and sponsorship arrangement for the event................14
6.5.1 Marketing Arrangements........................................................................................14
6.5.2 Sponsorship Arrangements.....................................................................................14
7.0 Recommendations..............................................................................................................15
References................................................................................................................................16

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1.0 Introduction
1.1 Authorisation and Purpose
This particular report is authorised by Dr Trudie Walters, recorded as the Course Co-
ordinator of the Business Events, at the University of Sunshine Coast, Brisbane, Australia.
The primary purpose of the paper is to discuss the ideology of a comprehensive
understanding and appreciation for the business events management industry of Brisbane,
Australia.
1.2 Limitations
The significant limitations that were experienced by the report were the process of
research and analysis in order to gain information and required data about the Brisbane event
to become the world's best for science and innovation. In this connection, it can be stated that
any critical information that was failed to be recorded on the concerned days the event
occurred; the same becomes challenging to be found in the online database platform.
1.3 Scope
The given report is concerned on analysing a new conceptual event of Brisbane. In
this context, the report is concerned with the demonstration of the essential background of the
event and its management. Further, the report discusses the objectives, activities, location as
well as the venue of the event. Moreover, the scope of the report remains in the examination
of marketing factors and the sponsorship details of the concerned event. Thus, the required
information is gathered with the help of attending the event that turned to be the primary
research and also from the support of online research that is concerned to be the secondary
form of research. The reporting end with providing strategic recommendations that would
have improved the potential of the concerned event.

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2.0 Event
2.1 Event name, the Venue and the Date
The involved event analysed by the particular report is named as Curiocity (Nguyen,
2017). The event is recorded to be developed by the Government of Palaszczuk through
Tourism and Events Queensland and Brisbane City Council through Brisbane Marketing. The
event is demonstrated to be held every annual year. The same recorded in this report is dated
to run from 15th of March 2019 to 3rd of April 2019 in the region of Sunshine Coast. The
venue of the event is recorded to be located at the Brisbane Conference and Exhibition
Centre. The event of Curiocity festival is recorded to include the World Science Festival of
Brisbane as well as the Brisbane festival.
2.2 Describing the type and size of the event
Labelled as the business event of Brisbane, Australia, the event is defined as the
largest as the newest tech and start-up and showcase of the entrepreneurs of Queensland and
their innovation (Davidsson 2016). The event is recorded to deliver information about the
scientific techniques of artificial intelligence, the data and the robotics involved in the
business sector. Not only this, the event describes the changing and modifying landscape of
business environment prior to the two days early of the event taking place. The organisation
of QODE (also pronounced as code) that is known to be the tech support for the concerned
event was set to deliver and showcase the innovation and technology related to the
entrepreneurs of Queensland to a high number of global audience with the help of the
combined festival of Curiocity and the conference format planned for the same.
As implied by Bruner (2017), a business event is categorised into several groups
which are judged by its size and characteristics. The different groups that are involved in the
business events are considered to be made up of the meetings, the exhibitions and the

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conventions of the event as well as the incentives linked with the same. This, these
exhibitions are the platform where the people related to taking up the event are known to
showcase their related products and services to the event topic. These exhibitions are
recognised to take place in a booth layout format which specifically means to communicate
the information to both businesses to business and the public sectors. In this connection, the
Curiocity event of Brisbane that is formulated with the ideologies of the art and technology
experience as well as science and its advancement; spanning the Brisbane River of
technological innovations was established with several in-house booths in the event that
displayed several sectors of science and its technologies related to business. This is because
the same provides the people with the opportunities of one of a kind installations, the pop-up
of interactive spaces that were well crafted by the local as well as the international artists,
technologists and technicians. The people participating in the event will be able to see and
explore the display of the same at free of cost. Anybody who was pre-booked and signed to
the event was allowed to take part in the event. Studies show that over 325, 000 people were
recorded to attend the event showcased by Curiocity.
2.3 Background of the event
The Curiocity event is researched to run by the QODE organisation consequently. The
concerned organisation has been known to take up the event of Curiocity since the year of
2019 as the same is known to indulge with the showcase of the newest form of technology
and science.
2.4 SMART Objectives
2.4.1 Specific
As implied by Siapera (2017), the specific and primary objective of the Curiocity
program is to move forward with opening new doors and doing new things with new

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concepts and ideologies because of the curious nature towards imagination and innovation
creativity towards the technology of science and art.
2.4.2 Measurable
The measurable attributes of the concerned business event of Brisbane are considered
as the following.
 The number of representatives in the event.
 The number of entrepreneurs being showcased.
 The number of exhibitors in the event representing the different sectors of showcases
of the event.
 The communication as well as interaction level between the hosts of the event and the
exhibitors.
 The interaction level of the attendants in the event.
 The efficiency and effectiveness of the factors of art and creativity of science and
technology showcased in the event.
2.4.3 Achievable
The behavioural approach of the event is marked as below.
 The sales and revenue earned after the event.
 The number of permanent contacts established in connection with the event.
 The efficiency of awareness spread amongst people about the technology, art of
science and its innovation.
2.4.4 Relevant
The objectives of relevancy that was marked to be achieved by the event were
recorded as.

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 The performance level of the entrepreneurs being showcased in the event.
 The relevancy of the speakers of the event delivering the information to the global
audience.
 The relevancy of the hosts towards the theme of the event.
2.4.5 Time-bound
As opined by Harrison and Lock (2017), time is an essential factor to be considered
for the success of any event and its management. In this consideration, the timely objective of
the event is specified as the effectiveness and efficiency in the outcome gained by the event
since it takes place only on an annual basis and the management concentrates on achieving
the best out of it.
3.0 Management
3.1 The organisational structure of the event
According to the viewpoint of Brunsson and Olsen (2018), successful communication
and coordination in an organisation are successful only when an effective structure of the
same is implemented in its plans and processes to be carried out. The structure of an
organisation depicts the work structure of every individual connected to the scale and stage of
the structure of the organisation. The individuals are distributed at different levels of the
structure according to their skills and talents. Therefore, the diagram given below examines
the organisational structure of QODE that is concerned with the event procurement of
Curiocity.

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Figure 1: Showing the organisational structure of QODE
3.2 Contact Information for Event Management
The official website of QODE organisation provides the viewers with their contact
information of email id and address. The email address provided by the organisation is the
most consistent and preferred way of communicating when the collective public wishes to
achieve any information and queries about the terms and conditions of the organisation. The
email address is provided as [e-mail]. The official address is noted as
Brisbane Convention & Exhibition Centre, Corner of Glenelg Street and Merivale Street,
South Brisbane QLD 4101.
3.3 Key stakeholders and their relationship to the event
As stated by Schaltegger and Burritt (2017), the stakeholders are an essential part of
any event that can be distributed in both internal and external sectors. Internal stakeholders
are the ones who are involved in the activities of the event and are affected by the same,
whereas, the external stakeholders are the ones who are not directly involved in the activities
but are affected by the same. The significant internal stakeholders of the concerned event of
Brisbane are recognised as the QODE organisation, the business exhibitors, the entrepreneurs

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and the speakers. The external stakeholders are identified as the attendants of the event, the
guest speakers and the suppliers of the event design and maintenance. The sponsors of the
event are also considered to be the stakeholders of the event. The sponsors of the event are
recognised as Chester Beauty, Grant Thornton, Smock Alley Theatre, Learnit, Smart Futures,
TOG, Science Hackday Dublin and Fame Lab. These stakeholders are necessary to promote
the event and carry up the essential tasks that are mandatory to fulfill the event effectively.
4.0 Event Activity
4.1 Activities of Events
The details of the program were emailed to the registered guests in the form of a PDF
file on the day prior to the event of Curiosity to take place. The program was scheduled as
shown in the given diagram.
Figure 2: Showing program details of the event
Entrepreneurs
5 number of entrepreneurs to be
showcased.
Time
Flexible times of per event running for
2.5 hours each.
Gap between the
showcase
A gap of 30 minutes between the re-
occur of teh showcases.
Prize draw
A special attraction for the guests at
the end of the event.

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4.2 Analysis of the event program
As depicted in the above diagram, there is a total of five numbers of entrepreneurs to
be showcased in the event on flexible time. This gives an opportunity for the guests to attend
the event according to their flexible time. Also, the gap of showcasing the program provides
relief to the speakers do not have continuous pressure. The prize draw strategy becomes a
centre of attraction to the visitors that help to sustain them till the end of the event.
4.3 Improvements to the program
On an overall examination of the event, the program of the event went on a smooth
flow. The showcases were done effectively, and the exhibitors were recorded to be friendly
with the guests. However, the program would have been made more entertaining by including
some games and music programs in between. This would have grabbed the attention of the
audience on a higher level, and they could have paid attention to the event in a better way.
5.0 Venue of the Event
5.1 Brief of the Venue
The event of Curiocity was to take place in the Brisbane Conference and Exhibition
Centre. The concerned venue is located in South Brisbane. The owner of the centre is the
South Bank Corporation and is managed by the company of AEG Ogden. It is recorded to be
designed by the COX Architecture at the cost of $170 million which was mostly funded by
the Government of Queensland. The concerned venue was completed in the month of May
1995 and was debuted in the same year on 6th June.

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Figure 3: Map of the venue of the event
5.2 Effectiveness of the venue to the attendants
The site set up for the event was recognised to be suitable as because the same was
spread to a large area of the 25,000-metre square, which was more than sufficient for storing
around 2700 people.
5.3 Suggested improvement in the choice of location
As examined with the help of the study, the report tends to state that the decision of
the venue for the event was sufficient and adequate enough for the event to occur in a
successful way. Therefore the report suggests no significant change in the venue since it was
both located at a known area as well as with sufficient capacity.
6.0 Sponsorship and Marketing
6.1 Target Market
The primary target market of the event is recognised as the business-minded people
who are interested in the innovation and technological changes and the art of science and
creativity in the business process and plans.

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6.2 Environment Assessment of Competitive Market
The main objective of the event was to spread the art of creativity and technological
innovations of science that helps in the considerations of business plans and processes. In this
connection, the competitive environment of the market is analysed with the study of SWOT
analysis (Phadermrod, Crowder and Wills 2019). The same is specified in the table below.
Strengths
 The selection of the venue.
 The flexibility in the timings of the
showcase of the events.
Weaknesses
 The lack of efficiency of the
management system.
 The promotional and marketing
strategies.
Opportunities
 As the event is recognised as the
newest and the most technical form
of implementing the art of
technological innovations in
business, the future competency and
paradigm of the event has a high
scope of improvement.
Threats
 The existence of several business
events on the Sunshine coast of
Brisbane.
 The threat of new events entering the
market with a similar or better level
of art and creativity of science in
business.

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6.3 Marketing Communication Strategy
Based on the examination of the study it was analysed that the concerned event was
promoted through the means of articles available in the magazine and newspaper of Sunshine
Coast Daily. Moreover, the event was promoted in the official site of the QODE organisation
connected with the event.
6.4 Sponsorship
Out of all the mentioned sponsors of the event as mentioned in the report above, the
main sponsors were recognised as Chester Beauty, Grant Thornton and Smock Alley Theatre.
As stated by Getz and Page (2016), sponsorship is essential for any event in the context of
reaching the target market and making the event a successful one. The perceived relationship
between the sponsors and the event management team is an essential part of the management
because the desired outcome of both the sponsoring business and the event is only received if
there lies a perceived business relationship between them.
6.5 Improvements to the marketing and sponsorship arrangement for the event
6.5.1 Marketing Arrangements
On the examination of the study, the report tends to state that the concerned event
manager should have been marketed on an online platform as well. This is because it would
have helped the same to grasp a considerable number of audience in a small period and also
in a cost-effective way. The event management people should have included some
international business speakers, as well as this, would have leveraged the standard of event
and its attraction to its peer guests.
6.5.2 Sponsorship Arrangements
As examined in the above section of the report, there were many sponsors relatively
providing supporting hands in the effectiveness of the event. However, the only limitation to

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the sponsor market was that is lacked a media sponsor in the same. This is because the event
is a business related one and the sponsorship through the media will help the same to expose
its opportunity amongst a wider audience.
7.0 Recommendations
Although the event is recognised to be a successful one in the year of 2019, the study
tends to suggest some strategic recommendations that would help in the improvement of the
event in the coming future (Jones 2017).
 Setting clear objectives.
 Planning effective marketing strategies and executing the same.
 Negotiating with the peer vendors.
 Mobilizing the networks of the management.
 Listen to the feedback and queries of the guests.

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Brunsson, N. and Olsen, J.P., 2018. The Reforming organization: making sense of
administrative change. Routledge.
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Davidsson, P., 2016. Researching entrepreneurship: Conceptualization and design (Vol. 33).
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Routledge.
Harrison, F. and Lock, D., 2017. Advanced project management: a structured approach.
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Jones, M.L., 2017. Sustainable event management: A practical guide. Routledge.
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