HAT301 Attraction & Event Management: Melbourne Food & Wine Analysis

This report provides an event brief analyzing the Melbourne Food and Wine Festival, focusing on its type, dimension, and attractions. It delves into the festival's form, content, location, size, budget considerations, and number of participants. The report identifies key internal and external stakeholders, discussing their involvement in the event's success, including community partners like HEAT. It highlights the festival's role in promoting cultural exchange and boosting the local community. The analysis also touches upon the event's budget allocation across various aspects such as venue, marketing, and staffing, drawing from event management theories and concepts.

Event Management
Name of the student
Name of the University
Author note

1
Executive Summary
The primary purpose of this event is to talk about the type, dimension and attraction of the
Melbourne food and Wine Festival. It discusses about the location, budget consideration and
participants pertaining to the particular event. The report also expounds on the event
stakeholders and their involvement in the Melbourne Food and Wine Festival.

2
Table of Contents
Event Brief.................................................................................................................................3
Type, Dimension and Attraction of the Melbourne Food and Wine Festival............................3
Analysis of the event..................................................................................................................4
Form or Content.....................................................................................................................4
Location and Size...................................................................................................................4
Budget Consideration.............................................................................................................4
Number of Participants..........................................................................................................5
Event Stakeholders and their involvement.................................................................................5
References:.................................................................................................................................7

3
Event Brief
Type, Dimension and Attraction of the Melbourne Food and Wine Festival
The Melbourne Food and Wine Festival is held in the month of March since the year
1993 that helps in promotion of the food along with wine culture of Victoria. The charter of
the festival helps in promotion of the talent along with lifestyle of that of Melbourne along
with Victoria (Vic.gov.au. 2018). The food along with that of the wine lovers indulge
themselves in the events that can fill the labyrinthine network of that of restaurants,
basements and the rooftops. The Melbourne Food and Wine Festival helps in bringing to light
innovative chefs, expert wine maker along with that of artisan producers
(Melbournefoodandwine.com.au 2018)
Initially it was a small program but it gradually became known for that of larger
events like cooking class and banquet style lunch. The Festival helps in the attraction of food
along with wine experts throughout the world including that of chefs, wine makers, wine
commentators along with that of critics (Jones and Jones 2014).
The Melbourne Food and Wine Festival contributes for the development of a better
society. It provides opportunities for eating and drinking that can soothe the mind of the
consumer. The dedicated team of Melbourne Food and Wine Festival that comprises of
business development manager, gastronomy program manager, program co-ordinator and
senior marketing manager help in producing a rich experience to the ones who attend this
event (Colombo and Richards 2017). They help in making people enjoy a superlative eating
along with drinking experience that everyone can enjoy. The festival provides opportunities
for weekend escape and the stunning regions can help one in escaping from the boredom of
life.

4
Analysis of the event
Form or Content
The Melbourne Food and Wine Festival is a cultural event that helps in the celebration of the
food along with wine industry of Victoria which attracts around 250,000 attendees. Around
200 events form a part of the program which is run by not-for-profit organization. The
cultural festival has emerged to be a pre-eminent food along with wine festival of Australia
(Vtic.com.au. 2018).
Location and Size
The festival is held along that of the Yarra River of Melbourne. The event is massive in scope
and helps in showcasing the talent of chefs and wine makers. They can exhibit their skills
during the course of this event that can help them in becoming popular within that of the
market (Van Niekerk and Getz 2016).
Budget Consideration
The total budget for the Melbourne Food and Wine Festival project is between Australian
Dollar 750,000 and between 800,000 (Liu, Sparks and Coghlan 2017). The budget will be
used for building partnership with different kinds of key partners that can help in maintaining
the international profile of Melbourne. The budget will be used for different aspects of
Melbourne Food and Wine Festival like that of venue, décor, staffing, programming,
marketing, advertising, technology and that of the travel cost. Under venue, the costs incurred
will be related to that of rental cost, lighting equipment, security staff and that of catering.
Budget will also be required for the advertising along with marketing of an event of such a
massive stature like the Melbourne Food and Wine Festival. The event budget will also
include that revenue that will be earned from the tickets, sponsors and the vendors (Wood and
Kenyon 2018).

5
Number of Participants
The number of participants for this event will be around 250,000 attendees. The food along
with the wine seminars that will be held will help in featuring the chefs and the wine makers
of Melbourne.
Event Stakeholders and their involvement
The internal stakeholders of Melbourne Food and Wine Festival will include that of
Event Director, event manager, site manager, infrastructure manager and that of licensing
manager. The external stakeholders will include the sponsors, market stalls, local community,
venue owner and that of interest groups (Getz and Page 2016). The Melbourne Food and
Wine Festival works with different community partners that helps in celebration of good
work within that of the local community. HEAT (Hospitality, Employment and Training
Program) is a program that engages the youth and it can help in providing skills to the young
people who are aged between that of 16 to 25 (Van Niekerk and Getz 2016). The festival thus
serves in helping those people who have been disengaged from that of mainstream education.
The festival helps in attracting culture tourists to that of the local community event that can
help in the promotion of cultural exchange between that of the tourists along with that of the
residents. Cultural tourism is greatly facilitated with the help of Melbourne Food and Wine
Festival. The festival helps in the creation of a cultural image and it throws up opportunities
for that of the local communities so that they can share the culture (Christou, Sharpley and
Farmaki 2018). The presenting, government and that of industry partners help in the
promotion of the event and it also helps in promoting the services of these partners. The event
partners like that of Crown, Victoria Harbour, Lindrum and Tahbilk helps in the advertising
of their business that helps them in spreading their business (Getz 2017). The Festival helps
in bringing the global food along with the wine talent to that of Melbourne that can help in
delivering an unforgettable food along with wine experience to people.

6

7
References:
Christou, P., Sharpley, R. and Farmaki, A., 2018. Exploring the Emotional Dimension of
Visitors' Satisfaction at Cultural Events. Event Management, 22(2), pp.255-269.
Colombo, A. and Richards, G., 2017. Eventful Cities as Global Innovation Catalysts: The
Sónar Festival Network. Event Management, 21(5), pp.621-634.
Getz, D. and Page, S., 2016. Event studies: Theory, research and policy for planned events.
Routledge.
Getz, D., 2017. Developing a Framework for Sustainable Event Cities. Event
Management, 21(5), pp.575-591.
Jones, M.L. and Jones, M., 2014. Sustainable event management: A practical guide.
Routledge.
Liu, W., Sparks, B. and Coghlan, A., 2017. Event Experiences Through the Lens of
Attendees. Event Management, 21(4), pp.463-479.
Melbournefoodandwine.com.au (2018). Melbourne Food & Wine Festival. [online] Available
at: http://www.melbournefoodandwine.com.au/ [Accessed 12 Apr. 2018].
Van Niekerk, M. and Getz, D., 2016. The identification and differentiation of festival
stakeholders. Event Management, 20(3), pp.419-431.
Van Niekerk, M. and Getz, D., 2016. The identification and differentiation of festival
stakeholders: A new perspective.
Vic.gov.au. (2018). Melbourne Food and Wine Festival | Victorian Government. [online]
Available at: https://www.vic.gov.au/event/2018/03/melbourne-food-and-wine-festival.html
[Accessed 14 Apr. 2018].

8
Vtic.com.au. (2018). Melbourne Food and Wine Festival 1-17 March 2013 - Victoria
Tourism Industry Council (VTIC). [online] Available at: http://www.vtic.com.au/melbourne-
food-and-wine-festival-1-17-march-2013/ [Accessed 14 Apr. 2018].
Wood, E.H. and Kenyon, A.J., 2018. Remembering together: the importance of shared
emotional memory in event experiences. Event Management, 22(2), pp.163-181.