HAT301 Attraction and Event Management: TARNANTHI Festival Analysis

This report provides an in-depth analysis of the TARNANTHI Festival of Contemporary Aboriginal & Torres Strait Islander Art, an annual cultural event held in Adelaide, Australia. The report examines the event's overview, highlighting its role in celebrating and showcasing the art of Aboriginal and Torre...Read More

Running head: EVENT MANAGEMENT
EVENT MANAGEMENT
Name of the student
Name of the university
Author Note

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Table of Contents
Overview of the event.................................................................................................................................2
Stakeholders of the event........................................................................................................................3
Dimensions of the event..............................................................................................................................4
Catorization Indicators............................................................................................................................5

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Overview of the event
Representation of a particular culture or tradition which can also include events such as
musical concerts, literature and art is called cultural event (Baker & Draper, 2013, pg 104).
Generally, cultural happenings that bring different individuals from different cultural background
together to amalgamate with each other are called cultural events (O'brien2013,p. 56).
Every year, in the city of Adelaide, Australia, which is famous for cultural events,
“TARNANTHI Festival of Contemporary Aboriginal & Torres Strait Islander Art” happens
every year (Art Gallery of South Australia 2019). The TARNANTHI festival is an abundant and
copious festival which celebrates and evaluates a myriads of Australian aboriginal artists of the
countryCumpston2015,p. 76). It is a local or community event which is trying to take shape of a
Mega event in future. The Art Gallery of South Australia (AGSA) along with the amalgamation
of BHP and the government of South Australia presents the mentioned event to Adelaide society.
In the year 2015, the AGSA was the first institution to introduce the event and an exhibition
event was also opened by them first time in the country. The exhibition was so popular among
the masses that it was termed to be the most ambitious exhibition platform for the Torres Strait
Islanders and the other indigenous population of Australia. The word “Tarnanthi” has a unique
meaning, which is “to rise and com forth” which is also an indirect message to the indigenous
population of Australia to rise and make a mark of themselves in the mainstream world. The
respective festival is meant especially for the Kaurna people who are the aboriginal inhabitants
and natural owners of the area of Adelaide of Australia. The respective festival is a tribute to the
indigenous people and their culture which once had been highly under-represented in Australia

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(Taylor 2015,p. 86). TARNANTHI festival happens throughout the metropolis of Adelaide along
with AGSA exhibitions every year (Eccles 2016, pg 84). The respective festival stays for ten
days and continues to be celebrated for three months since the month of October. The
celebrations of the festival are done with discussions related to art and craft followed by musical
concerts and dance performances along with exhibitions of artistic pieces
(Adelaideow.com.au.2018). The festival is significant because it has provided the disempowered
indigenous population a platform to showcase and exhibit their talent. The struggling artists of
the ethnic communities would now receive a portal to show themselves to the society. The
festival is a huge success in Australia and people from different countries, communities and
nationalities visit Australia to witness and enjoy the respective festival (Radok 2015, p. 99).
Event: TARNANTHI Festival of Contemporary Aboriginal & Torres Strait Islander Art
Area: Adelaide, Australia
Venue: Adelaide
Timeline: 10 days
People involved: Approximately 800
Stakeholders of the event
1. The indigenous designers and artists: A platform or portal of exhibiting talent of the
marginalized indigenous artists is being created by the festival.
2. The participants and audience: the participants and the audience would get the golden
opportunity to see the abundant cultural heritage of Australia.
3. The producers: The producers might get the opportunity to harness profit and earn
reputation and recognition.

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4. Event managers and employees: the event management professionals and employees who
work to materialize the event into success with the aid of skills of event management.
Dimensions of the event
According to Jones(2017), by utilizing the five stages of planning in event management
theories, the event can be successful. The five stages of planning include:
1. Research: it is utmost important before working on the event. A steady research about
venue, people to be invited, theme and insights must be investigated. In such case,
Adelaide event centers, entertainment centers and help centers might be visited.
2. Design: The process of the event should be carefully designed in order to make the
process of the event lucid and precise. In this case, the magnitude of the event, small or
big, who needs to be invited and not, activities that need to be included are to be
consulted.
3. Planning: In the respective case, budgeting, timeline and venue should be planned and
finalized.
4. Coordination: the employees working under the event managers should be well
communicated cooperated with each other and coordinated according to their activities to
make the event successful. With the assistance of Adelaide event center, the event
managers and employees can enhance their capabilities and make the event successful.
5. Evaluation: Surveys and post- event assessments through questionnaires and interviews
to the local and international visitors are important in this case for evaluation of the
respective event.

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Categorization Indicators
Core dimensions of the event: Budget considerations
The total budget that Australian Government is considering for the event is around
approximately $3 million (Adelaidereview.com.au.2019). The estimated budget of the
venue is $66,000 where the venues such as Tandanya National Cultural Institute, North
Terrace Forecourt is chosen for the respective events and the cost of the respective site
varies according event holder type and ticketed/ non- ticketed options of the event.
Estimatd budget of food and drinkss would be $80,000. The food and drinks would be
taken from caterers of Adelaide (only fresh and premium quality food and drinks).
Activities and operational activities would be approximately aroound $180,000. Events
such as art discussions, art galleries and competitions would require necessary funds.
Activities such as setting up the event, decorations, employee remunerations should also
be considered.
Revenue Estimation draft
The revenue of the festival from venuue would be $100,000 estimated, for ticketed and non
ticketed entry. For food and drinks, Coupons worth $ 1000 for food and $1500 for drinks (soft
drinks and hard drinks) = $ 20,000,000 would be considered as estimated. For activities, which
include Online and offline catalogues in sale: Tarnanthi 2015 catalogue: $34.95 , Tarnanthi 2017
catalogue: $44.95 , Yvonne Koolmatrie: Riverland Exhibition Catalogue: $34.95, John
Mawurndjul: I am the old and the new Exhibition Catalogue: $49.95 should also be included.
(Art Gallery of South Australia 2019).

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References:
Adelaideow.com.au.2018. viewed 26 November 2018,
https://www.adelaidenow.com.au/business/sa-business-journal/sponsorship-helps-tarnanthi-
aboriginal-and-torres-strait-islander-arts-festival-illuminate-masters/news-story/
c475fd5b7fb00e13f74233a7be0edd19
Adelaidereview.com.au.2019. viewed 19 June 2019,
https://www.adelaidereview.com.au/arts/state-budget-arts-funding-adelaide-festival-windmill/
Art Gallery of South Australia (2019). Available at:
https://www.agsa.sa.gov.au/whats-on/tarnanthi/
Art Gallery of South Australia (2019). Available at:
https://www.agsa.sa.gov.au/whats-on/tarnanthi/
Baker, K.L. &Draper, J., 2013, April. Importance–performance analysis of the attributes of a
cultural festival. In Journal of Convention & Event Tourism (Vol. 14, No. 2, pp. 104-123).
Taylor & Francis Group.
Cumpston, N., 2015. Tarnanthi festival of contemporary aboriginal and Torres Strait Islander art.
Artlink, 35(2), p.46.
Eccles, J., 2016. Tarnanthi. Eyeline, 85, p.84.
Jones, M.L., 2017. Sustainable event management: A practical guide. Routledge.
O'brien, D., 2013. Cultural policy: Management, value and modernity in the creative industries.
Routledge.

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Radok, S., 2015. Tarnanthi Festival. Artlink, 35(4), p.99.
Taylor, A., 2015. Paul Keating Calls for Blending of Black and White Australia to Create New
National Identity. The Sydney Morning Herald, 8.