Event Analysis: Santos Tour Down Under - HAT301 Event Management

This report provides an overview and analysis of the Santos Tour Down Under, a major cycling event held in South Australia. It covers the event's history, form, content, location, size, and number of participants. The report also discusses revenue streams, budget considerations, and associated attractions. Key stakeholders, including the government, media, sponsors, and participants, are identified and their involvement in the event is examined. The analysis concludes that the Santos Tour Down Under is a significant international event with various stakeholders contributing to its success.

Event Brief

Table of Contents
INTRODUCTION...........................................................................................................................................3
Main Body...................................................................................................................................................3
Overview and analysis of event...................................................................................................................3
General Overview....................................................................................................................................3
Form and Content of event......................................................................................................................3
Location, event type and dimension........................................................................................................4
Size and number of participant................................................................................................................4
Revenue streams and Budget considerations...........................................................................................4
Associated attractions..............................................................................................................................5
Event stakeholders and their involvement in event..................................................................................5
CONCLUSION...............................................................................................................................................7
REFERENCES................................................................................................................................................8

INTRODUCTION
Events are something which occur at a particular place at particular time. Events are
organized for meeting with different requirements such as business, personal, political, social
and many more (Cinque, Cotroneo and Pecchia, 2018). It is required to arrange different
resources, equipments, tools in order to organize an event in successful way. Here, a sport event
called as Santos tour down” is going to consider in the report. In report, location, budget related
to event are also going to discuss in detailed manner.
Main Body
Overview and analysis of event
General Overview
Santos tour down is a well known sports event which is organized at South Australia.
Here, cycling race is organized wherein thousands of players participate across the globe. In
addition to this, Santos tour down are the regarded as one of the well- known sports competition
worldwide. It is considered as the opening event of UCI world tour and also features all 19UCI
world team. Santos tour down of 2021 were organized in Tokyo. This event is organized nearly
for 10 days. Here, Santos tour down is a large sports event which is organized at global level by
accepting participation of players from different countries (Lower-Hoppe and et. al., 2019).
History
The modern Santos tour down was started in 1999 with support of premier of south
Australia. The event gain huge popularity since its commencement thus it has become the first
race which is granted by UCI pro tour status . It is a global sports festival which was originaxted
in Greece. This race is organized in the middle of Australian summer season. Event which was
organized in 1999 was a mix of local as well as international teams. Here, first tour down was a
UCI 2.4 class race in which feature team was Australia. In 2005, this event was promoted by
Union Cycliste international. In 2007, a campaign was launched with which tour event outside
Europe has become the first race which secured ProTour status from UCI.

Form and Content of event
Santos tour down is sports event wherein cycling race is organized. At core, Santos
festival is a national road series which is conducted at four stage for both men & women. Now,
the organizers of event has broaden their horizons by establishing partnership with Australian
cycling’s newly formed governing body. Here, sports is also considered as a profession. For
giving opportunities to players to demonstrate their talent at global level, different types of sports
events are organized at different level. Some, sports event are conducted at regional and national
level while some events are also organized at international level with the participation of
individuals from different nation (Stone and et. al., 2017).
Location, event type and dimension
Location for an event is really important and needs to select with due consideration
regarding resources, facilities, infrastructure and many more. In case of Santos tour down, it is an
international event that was first organized in Southern Hemisphere. The recent Santos tour
down are organized in Tokyo. In addition to this, It is a global sports event which is generally
organized in developed countries which are less with appropriate resources and infrastructure
(Park and Park, 2016).
Size and number of participant
Each and every event is organized at different level. Some events are conducted at large
level whereas some others are organized with fewer number of participants. It depends upon the
objective of event. In context of Santos tour down, it is an international event in which sports
person from different countries participate. There are numerous cycle enthusiastic from diffent
countries become a part of this event. In 2017, it recorded the overall crowd of 795000 people.
Santos tour down is renowned sports event that is featured in South Australia. People from
various countries participated and join the event as an audience. Hence, Santos tour down is
organized at wide level with higher number of participation from different nations (Sen and
Rajagopal, 2020).
Revenue streams and Budget considerations
Budget comprises expenses as well as source of income in order to organize an event in
successful manner. It provides an overview about the expenses and potential income from event.
It is imperative to construct a proper budget so that event can be organized without any

obstruction (Padron and Stone, 2019). While conducting Santos tour down, the country needs to
invest money in accumulation of resources, developing infrastructure, providing facilities and
more. Apart from this, it also created a sources of income in terms of sponsorships, ticketing,
licensing and more, Hence, it is required to identify different sources of income as well expenses
in order to create an appropriate budget for Santos tour down.. In revenue, there is contribution
of, licensing, sponsorship, ticketing and other such ways.
Associated attractions
There are several attractions in Santos tour down such as location, players and more.
Here, location is the most important attraction of Santos tour down where most of the people
visit to a particular place to visit. While going to attend the Santos tour down event, people are
likely to visit the tourist destinations of nation. It is seen that developed countries South Australia
is likely to record a good number of audience during Santos tour down. Apart from this, players
are also a great attraction during such sports events. Here, players from different countries
participate in Santos tour down which is also a great attraction for people. They are likely to visit
in the host country to cheer the players of their home nation.
Event stakeholders and their involvement in event
Stakeholders are the people who participate in event. They have interest in event and
their presence is significant in order to make an event successful (Palma and et. al., 2019).
Without the presence of stakeholders, it is not possible to organize an effective and successful
event. Here, some crucial stakeholders in context of Santos tour down events are mentioned as
under:
Government: Government of host nation is the most crucial stakeholder of Santos tour
down event. They are required to prepare policies, guidelines so that the event can organize in an
efficient manner. Here, government authorities have responsibility in order to maintain safe &
secure environment in entire country during the event.
Media: Media is responsible to cover the whole event and circulate necessary
information across the world. In addition to this, media has the power to influence the event with
their publicity approach. They can contribute significantly towards success of Santos tour down
event by taking the right coverage (Viehoff and Poynter, 2016).

National and international sponsers: There are a lot of companies firms which work as a
sponser during event. Sponser bear the expenses of event. At national level, companies within
home nation sponser their players. In addition to this, there are certain international organization
which also offer sponsorship.
Participants: Participants are the athletes who participate in different sports competition during
Santos tour down games. Here, participants are one of the crucial stakeholders of Santos tour
down event. Without participants, it is not possible to organize sports event in successful manner
(Ličen, 2019).

CONCLUSION
With above discussion, it is analyzed that events are organized in order to attain pre-define
purpose. There is discussion about sports events which is Santos tour down. It is analyzed that
Santos tour down is organized at wide level. The recent Santos tour down event is being
organized in Tokyo at wide level with numerous stakeholders such as Government, participants,
sponsers and more.

REFERENCES
Books & Journal
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Lower-Hoppe and et. al., 2019. Integrating blended learning within sport event management
curriculum. Sport Management Education Journal, 13(2), pp.105-116.
Padron, T.C. and Stone, M.J., 2019. Leadership skills in event management courses. Event
Management, 23(6), pp.927-937.
Palma and et. al., 2019. The supply chain event management application: a case study. IFAC-
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Palubinski, P., 2016. Event Management of the International Exhibitions. In Education and
science in the XXI century (pp. 83-85).
Park, K. and Park, S., 2016. Topic trend of event management research. Event
management, 20(1), pp.109-115.
Sen, S. and Rajagopal, K., 2020. Trends in sports analytics for event management: A content
analysis. The Marketing Review, 20(1-2), pp.1-16.
Stone and et. al., 2017. Career desires and expectations of event management students. Journal of
Hospitality and Tourism Management, 32, pp.45-53.
Parent, M.M. and Chappelet, J.L. eds., 2017. Routledge handbook of sports event management.
Routledge.
Ličen, S., 2019. Influence of hosting a major sports event on patriotic attitudes: The EuroBasket
2013 competition in Slovenia. International Review for the Sociology of Sport, 54(3),
pp.361-383.
Viehoff, V. and Poynter, G., 2016. Mega-event cities: urban legacies of global sports events.
Routledge.
Online
OCOG and Other Entities Budget (V2), 2020 [Online] Available through: https://Santos tour
down.com/tokyo-2020/en/organising-committee/budgets-ver2/ >