Post-Event Analysis: CX660007 Event Planning of Sydney Royal Show

This report provides a post-event analysis of the Sydney Royal Easter Show (SRES) 2018, examining various aspects such as operations, marketing, sponsorship, participation, and overall success. It includes a background of the event, an overview of activities, safety measures, ticketing, and venue analysis. The report reviews the sponsorship structure and partners, participant profiles, customer segments, and attendee origins. It also discusses promotion strategies, benefits, cultural contributions, employment, political benefits, environmental impact, and stakeholder impact. A media analysis and marketing strategies are presented, followed by conclusions and recommendations for future improvements, particularly focusing on transportation, online ticketing, and environmental considerations. This document is available on Desklib, where students can find a wide range of solved assignments and study resources.

EVENT PLANNING AND MANAGEMENT
POST EVENT REPORT

Executive Summary
Event management may be considered to be one of the key aspects of the studies of applied management.
The instant report deals with the analysis of Sydney Royal Easter Show (SRES) 2018 which was held in
the Sydney, Austral last years. Based on the analysis and evolution of various dimensions of the show,
ranging from operation to marketing, sponsorship, participation, benefit and overall success of the show,
the recommendation has been provided for future development in 2019. Identified issues with respect to
the environmental impact and transportation facilities have been advised for betterment. Finally, the
report is wrapped up by way of a concluding note.
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Table of Contents
1.0 Introduction and Background Information on the Event........................................................................5
1.1 Background History...........................................................................................................................5
1.2 Event Overview.................................................................................................................................5
1.3 Success Assessment...........................................................................................................................5
2.0 Operational Overview............................................................................................................................6
2.1 Overall Activities...............................................................................................................................6
2.2 Safety Issues and Customer Services.................................................................................................6
2.3 Ticketing and Registration.................................................................................................................6
2.4 Venue Analysis..................................................................................................................................7
3.0 Sponsorship and Funding Review.........................................................................................................8
3.1 Current Sponsorship Structure...........................................................................................................8
3.2 Partners..............................................................................................................................................8
4.0 Participation...........................................................................................................................................9
4.1 Participants’ Profile...........................................................................................................................9
4.2 Customer Segment...........................................................................................................................10
4.3 Attendees Origin..............................................................................................................................10
5.0 Promotion and Experience of High Achievement................................................................................11
5.1 Promotion of High Achievement.....................................................................................................11
5.2 Experience of High Achievement....................................................................................................11
6.0 Benefits/Outcome................................................................................................................................12
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6.1 Contribution of Culture and Heritage..............................................................................................12
6.2 Employment....................................................................................................................................12
6.3 Political Benefits..............................................................................................................................12
6.4 Environmental Impact.....................................................................................................................12
6.5 Stakeholders Impact.........................................................................................................................12
7.0 Media Analysis....................................................................................................................................13
8.0 Marketing & Promotion.......................................................................................................................14
9.0 Conclusion & Recommendations........................................................................................................15
9.1 Recommendation.............................................................................................................................15
9.2 Conclusion.......................................................................................................................................15
References.................................................................................................................................................16
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1.0 Introduction and Background Information on the Event
1.1 Background History
Sydney Royal Easter Show (SRES) is an annual show held and run by the Royal Agricultural Society of
New South Wales. The show was first held in the year 1823. Queen Victoria awarded the society and its
show the right to use the word "Royal" in its name ("History", 2018).
1.2 Event Overview
The show is being run for around two weeks during Easter periods and comprises of the agricultural
show, amusement park and showcasing of livestock and agricultural produces. The show is conceived to
be an idea with the connecting city with the country as the rural industries and its products are exhibited
to the entire nation (www.mrmworldwide.com.au, 2018).
1.3 Success Assessment
The show has been one of the most successful events in the cultural landscape of Australia and lots of
sponsorships have flowed for the show. Besides, lots of participants participate each year and a whopping
number of visitors across the country. On average, 850,000 attendees visit the country’s most ticketed
annual event ("About Us - Sydney Royal Easter Show", 2018).
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2.0 Operational Overview
2.1 Overall Activities
The last years show a number of competitions. Some of them are listed below:
 ALPA Young Auctioneers Competition [One day program]
 Arts and Crafts Competition [Daily program]
 Arts and Crafts Feature Display [Daily program]
 Arts Preview Evening [One day program]
 Honey Competition [Daily program]
 Wood chopping Competition [Daily program]
2.2 Safety Issues and Customer Services
Information booth had been created. Lost person centre had also been established across the show.
Besides, for lost property, there was helpline number 02 9704 1020 which was contactable till the end of
the show. In addition, 1,800 lockers were placed in the show which was used on hire.
For customers service, mobile recharge stations were created and the major part of the show was enabled
with Wi-Fi facilities. Also, there were 4 parent rooms and baby changing rooms and restrooms for
disabled persons as well ("Facilities - Sydney Royal Easter Show", 2018).
2.3 Ticketing and Registration
The country’s largest annual ticketed event is managed efficiently with registration desks and volunteers
helping the participants for the registration. For ticket purchase or bulk registration, physically one needs
to call the helpline number or send the email to [e-mail] ("Ticket and Registration",
2018). Online booking or ticket purchasing option is both available which may seem to be a bit
inefficient.
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2.4 Venue Analysis
The venue chosen for the show is Sydney Showground Stadium which hosted 2000 Summer Olympics.
The stadium is also managed by the Royal Agricultural Society of NSW (RAS). The venue is accessible
for everyone as it is located almost at the heart of the city with all types of transport facilities available
("Group ticketing discounts - Sydney Royal Easter Show", 2018). Moreover, the show authorities arrange
for special transportation facilities during the days of the show for disabled persons. There are issues with
parking facilities and hence, the visitors are strongly encouraged to keep the private vehicle at home and
avail public transport to avoid delays ("Public Transport - Sydney Royal Easter Show", 2018). Overall
decoration is attractive and in the evening, the lighting glorifies the look and feel of the entire show.
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3.0 Sponsorship and Funding Review
3.1 Current Sponsorship Structure
Current year’s program will be held on 12th to 23rd April 2019 and prospectus is already being released to
invite sponsorship by now. The sponsors are provided with rate chart for advertising their product and
services. Besides, a stall may be taken which may help them in their business.
3.2 Partners
The show has some of the renowned partners across the world. These partners provide the show with an
additional leverage and benefit and add brand value to the program. Some of the partners are shown
herein:
Figure 1: Program Partners
("Sponsorship Prospectus", 2018)
The organisers want advertisement and sponsorships and invite the application for the same primarily
through their websites.
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4.0 Participation
4.1 Participants’ Profile
In 2018, a total attendee was 922,827 with more than 70% female population of mid-age groups
("Advertising Prospectus", 2018). The same is shown herein.
Figure 2: Participants’ Number, Age and Gender
("Advertising Prospectus", 2018)
The attendees mostly belong to a high-income group which may be exhibited through the figure below:
Figure 3: Participants’ Income Level
("Infographic", 2018)
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4.2 Customer Segment
Another interesting demographic feature is the "Empty Nesters" occupied most of the sections of
customer segments with an average of 25%, as shown herein.
Figure 4: Participants’ Family Status
("Infographic", 2018)
4.3 Attendees Origin
The attendees were originated mostly within the country with 75% of total show population came from
NSW-Metro. Overseas attendees’ were substantial and amounting to 35,678 last year.
Figure 5: Attendee Origin
("Infographic", 2018)
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5.0 Promotion and Experience of High Achievement
5.1 Promotion of High Achievement
The show organises a wood hooping competition which is one of the key attractions of the show. The
prize money of $230,000 provides impetus to domestic as well as international participants to come for
the show. The event has five World Title Events and is regarded as "Wimbledon of Wood hooping”
("Woodchopping Competition - Sydney Royal Easter Show", 2018). The 2018 competition had a number
of sponsors like All forks Hire Pty Ltd, Forests NSW, Sydney Water Corporation etc.
5.2 Experience of High Achievement
Since the event has agricultural elements in its flavour and unisex (for both men and women), the visual
appeal of the competition sitting in the stadium is something palatable for the audiences.
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6.0 Benefits/Outcome
6.1 Contribution of Culture and Heritage
Revenue generated from the program entirely goes to RAS’s agricultural program which further
strengthens the national agricultural base. Every year, RAS invests around $7 million in the program to
showcase the agricultural excellence and keep the community development ongoing. It is needless to
mention that such intuitive helps the community building and fosters cultural diversity.
6.2 Employment
RAS, the managing body of the show has presently 130 full-time staffs working towards the betterment of
the society and especially for the show. However, there remains a vacancy for both full-time and part-
time job opportunities and online application is invited from the RAS in this regard ("Current vacancies -
Royal Agricultural Society of NSW", 2018).
6.3 Political Benefits
Such a world-class show undoubtedly brings value to the country and its administration if conducted
correctly and efficiently. Managing the entire show with a large number of population and visitors across
the world is a challenge g task and success of the program goes may be capitalised by the ruling party as
well.
6.4 Environmental Impact
Since the program showcases agro-products and industrial products are not exhibited, there remains lesser
scope for environmental impact. However, the stadium is affected to an extent which is being regularly
maintained by the ground staffs.
6.5 Stakeholders Impact
On an overall basis, all the stakeholders get benefit from the show, either through sponsorship or through
participation and even by way of attending the show or buying agro-products with superior quality.
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7.0 Media Analysis
The last year’s show of 2018 received $33 million worth of media exposure. Additionally, the media
partner The Sunday telegraph performs the entire coverage of the show in their pages. There has been
sufficient media coverage and press release as may be seen from the official website of the show. All the
major events and actions have been covered through media and duly published for the attention of the
general public.
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8.0 Marketing & Promotion
The official show guide of the event is The Sunday Telegraph which is circulated among 400,000 people
across the nation ("Infographic", 2018).
The management confirmed that the official page of the event earned almost 25 million views which
establish the fact that the program has been quite successful with a large number of visitors attention.
Also, the research reveals that in the year 2017, 116,000 people downloaded the Easter Show App which
helped to generate approximately 4.4 million page impressions.
Since the major part of the show is primarily targeted for getting sponsorship, the advertisement brought
by them is assured to be displayed in big HD screen of 220 sqm. In addition, there is 52 plasma screen
located across the show for display and broadcasting purpose.
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9.0 Conclusion & Recommendations
9.1 Recommendation
The discussion shows that the program has sufficient safety and safety measure. However, the venue
management could have been better with better transport facilities and parking lot provision being more
efficient. In addition, online ticket booking should start so that the hazard of physical booking may be
avoided. Also, the environmental impact of the show should be carefully measured. The large show will
affect the environment by way of excessive light, sound, wastes and left out food products. The
management committee should be cautious to look after the same.
9.2 Conclusion
Based on the discussion and analysis performed in the preceding sections of the report, it may be asserted
that the show has been a successful program held in Australia each year. The recommendatory points, if
considered by the management of the show, will add value to the show. A well-designed event plan and
its efficient execution and implementation on the program will significantly contribute towards the
success of the program in the long-run.
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References
About Us - Sydney Royal Easter Show. (2018). Retrieved from http://www.eastershow.com.au/about-us/
Advertising Prospectus. (2018). Retrieved from https://www.eastershow.com.au/globalassets/document-
library/easter-show/partnership/download_2018_PDF_advertising_prospectus
Current vacancies - Royal Agricultural Society of NSW. (2018). Retrieved from
https://www.rasnsw.com.au/careers/opportunities/current-vacancies/
Facilities - Sydney Royal Easter Show. (2018). Retrieved from http://www.eastershow.com.au/facilities/
Group ticketing discounts - Sydney Royal Easter Show. (2018). Retrieved from
http://www.eastershow.com.au/ticket-information/group-tickets/
History. (2018). Retrieved from
https://web.archive.org/web/20141006072445/http://www.rasnsw.com.au/history.htm
Infographic. (2018). Retrieved from http://www.eastershow.com.au/globalassets/document-library/easter-
show/sponsorship/2018-sres-infographic-v2.pdf
Public Transport - Sydney Royal Easter Show. (2018). Retrieved from
http://www.eastershow.com.au/getting-here/public-transport/
Sponsorship Prospectus. (2018). Retrieved from http://www.eastershow.com.au/siteassets/easter-show-
documents/commercial/sponsorship-prospectus-v5-2019.pdf
Ticket and Registration. (2018). Retrieved from https://www.ticketmaster.com.au/promo/pfhgl0
Woodchopping Competition - Sydney Royal Easter Show. (2018). Retrieved from
http://www.eastershow.com.au/explore-plan/attractions/woodchop-competition/
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www.mrmworldwide.com.au, w. (2018). Sydney Royal Easter Show. Retrieved from
https://web.archive.org/web/20070227053444/http://www.eastershow.com.au/aboutshow/
aboutras.html
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